Introduction: Positive, meaningful and practical.

I once "experienced" what a French couple discussed enthusiastically in the Summer Palace, but because I don't know French, it is difficult for me to form any meaningful understanding of my "French experience". A person who has no concept of "atom" and "molecule" will encounter them every day, but he has no idea of what else exists in the world.

Emanuel? Kant believes that we live and die in the cage of our own "cognitive framework". Neo-Kant went on to say that although "experience" is necessary for the generation of knowledge, we can only feel and obtain "meaningful experience" with the help of "cognitive framework" Without a cognitive framework, experience is meaningless. Therefore, an insightful sociologist once said, "Nothing is more practical than a good theory".

Sales behavior is a technical subject to study effective and appropriate sales behavior and sales behavior management according to the profit-seeking cognition, psychology and behavior law of customers with different value roles in the process of value formation and exchange. Sales behavior is an ancient social behavior of human beings, which has a more and more profound impact on everyone's life and work. How to effectively carry out and manage our sales activities, how to effectively participate in the process of value formation and exchange of customer "people", and how to realize continuous value exchange according to the cognitive, psychological and behavioral laws of customer "people". The book "Sales Behavior" hopes to provide readers with a convenient and practical "cognitive framework" and action guide to help readers circle those who are "unclear and confused"

Summary of this chapter

What is sales?

2. The working concept of sales behavior

3. Systematic application of sales behavior

4. Read the sales behavior map

5. Children's cases and case analysis tables

What is the first section of sales?

In each of us, there are often some sales behaviors, and we often come into contact with other people's sales behaviors, but each of us has a different understanding of it. Our statement itself comes from our own understanding of sales.

First, sales is an active and purposeful behavior of human beings. Its fundamental purpose is to get what you want or pursue, no matter what it is, and its fundamental method is to achieve this goal by providing something recognized by others. Sales behavior is the behavior that people achieve their goals by providing what others think is valuable, so sales behavior is purposeful and even planned.

Second, because the effectiveness of sales behavior depends on others' "voluntary" rather than "violent" positive response, the effectiveness of this behavior depends on the participation of both parties, not one person or one party can complete it. In other words, selling behavior and buying behavior are two sides of a coin. In ancient times, people exchanged things by barter, and the act of selling was mixed with the act of buying, and what was sold was also bought. Since the advent of money, sales and purchases seem to be separate and independent from each other, but they are not, because, fundamentally speaking, they need two slaps.

Third, with the emergence of "too many things are pursuing too little money", sales has gradually developed into an independent social division of labor and a professional profession; With the emergence of "too many things are pursuing too little attention", sales are becoming more and more common and important for the survival and development of individuals, organizations and countries. Sales behavior was, is and will be the driving force for the healthy existence and development of human society-it is a "non-violent" fundamental way to trigger and realize social exchange, realize development and benefit sharing. Sales behavior promotes constant exchange and brings more benefits, more opportunities and greater progress to society; Without sales behavior, civilization will lose its foundation and motivation.

Fourth, sales is a process. Some purchasing decisions and behaviors require people to spend a long time consciously. For example, if it is very important to individuals, families, companies or organizations, it is easy for people to see that "sales is a process"; Some purchase decisions and behaviors seem to be completed in an instant (for example, buying a glass of water or a newspaper in the street), and even some transactions seem to be "subconscious" (for example, putting coins in the bus), so "selling is a process" is not easy to be noticed by people, but in fact it is only a slice in the process of people's value formation and exchange. In order to obtain even the "subconscious" exchange value, the buyer can only "grasp" the value of this purchase and consumption according to the "selection basis" formed in the past, which is often inseparable from the seller's early sales activities. For sellers who want to obtain continuous value exchange, it is more difficult for people to see that sales has always been a cyclical process of communication and interaction with customers.

Because sales is a process, we need an effective "cognitive framework" and action guide to plan, implement and control this process. This is exactly what this book cares about, and it is also the basis for this book to establish a theoretical framework of "technology".

We sum up the above understanding of sales in one sentence: sales is any process of communication and/or interaction for the purpose of exchange.

No matter what form of communication and interaction we take, no matter what we expect to exchange, as long as our communication and interaction is to achieve the expected exchange, this process is the sales process, and the activities that occur in this process are the sales activities.

Since the division of labor in human society, sales have gradually become a basic mode of labor, and sales itself has promoted the division of labor in society. Today, with the development of market economy, the social division of labor is becoming more and more detailed, and everyone needs to rely on sales to survive and develop. The process of job hunting is the process of selling yourself; The process of entrepreneurs obtaining loans and investments is the process of selling themselves, their ideas, business plans and even the enterprises themselves. Enterprises should sell their own products-this is the focus of this book; Government officials need to get "policy products" passed and effectively implemented, so they need to win support, which can also be regarded as a sales process; Many provinces and cities are striving for foreign investment or tourism, and the process of striving for investment and tourism is also a sales process; Researchers need to sell their own "research ideas and plans" to obtain research funds, which is also a sales process. All these can be said that in modern society, no one can do without sales-their own sales behavior and others' sales behavior. Man's success lies in providing something of value to others. In this sense, the ultimate sign of success lies in successful sales.

Sales is so important that people have been studying it for a long time. Sales is such a foundation, so people often regard "the common sense of the old lady" as the "foundation" of sales research, and they can't get rid of the stereotype of "phenomenon understanding". This in itself seriously limits people's understanding of effective sales behavior and its laws, thus seriously limiting the development of sales and sales management research. In the last half century, people have paid more attention to marketing and conducted various studies from the perspective of consumer behavior, which is undoubtedly a correct trend. However, consumer behavior and sales behavior are a couple in trouble, and the ultimate goal of studying consumer behavior is to sell better. Similarly, the ultimate goal of marketing is sales. Therefore, when we have a considerable research and understanding of marketing and consumer behavior, we should go back and strengthen the lame research of "all roads lead to the same goal, which is indispensable"-sales and sales management, because "the process of value formation and exchange" needs two legs to go well!

This book is the result of such an attempt and effort to seriously study sales and sales behaviors, and explore effective sales behaviors, laws, action guides and effective sales behavior management methods.

The working concept of sales behavior in the second quarter

Sales behavior is composed of a set of well-defined working concepts, which are convenient and practical and come from our systematic reflection on various sales practices and sales management activities. The inherent logical relationship between these concepts is based on our understanding of the cognitive, psychological and behavioral laws of the "profit-seeking" customer "people" in the process of value formation and exchange. In other words, these working ideas are "welded" to customers' cognitive, psychological and behavioral laws by using their logical relationship, thus forming a "cognitive framework" of sales behavior and its action guide.

This "cognitive framework" provides several "knowledge points" that are closely related to each other. Its main purpose is to make people systematically and effectively grasp the elements that should be paid attention to in the process of sales and sales management (sales planning, execution and control), and provide corresponding methods and suggestions accordingly, that is, to use these "knowledge points" and their logical relations to specifically and effectively ask and answer such an important question: What stage is sales in? At which stage can it be sold? What exactly should I do? How? How to evaluate the effect? How to adjust and improve the problem? What are the sales opportunities? What's their status? What do these different opportunities mean to accomplish current and future sales tasks? Wait a minute.

In this section, we briefly introduce some main concepts or knowledge points involved in sales behavior.

The mental process of buying

When you were walking on the road, you suddenly felt thirsty, so you went directly to a street shop, saw some kind of drink you liked, and paid a bottle of money.

Have you ever thought that if you bring a primitive tribe to Beijing and he feels thirsty, he can complete the above-mentioned purchase and consumption activities "without hesitation and effortless" like you?

It took my friend a long time to buy a car, looked at many cars and asked many people, but he still hesitated.

Believe you, I may encounter such problems in my life and work. So, when we encounter such an "important" purchase decision, what cognitive, psychological and behavioral events will we experience?

At the end of this chapter, there is a more complicated example of organizational purchase. Whether you like to play the role of sales or buying, please use your own "experience" or any "analytical tool" to describe your views on the case in an orderly manner.

In the real society, you will find all kinds of customer "people", who will show all kinds of buying behaviors when facing different products, but the cognition and psychology of customer "people" are like a "black box". If people can't use appropriate tools to understand the general working principle of this "black box", it will be difficult or impossible to translate many observable "behaviors" of customer "people" into. Taking effective actions and meaningful communication and interaction with customer "people" will greatly limit the practical ability to participate in the value formation and exchange of customer "people". After the mid-20th century, American academic circles, which paid the most attention to "reality", turned from extreme "behavior orientation" to reception psychology. The extensive application of modern business administration courses, "consumer behavior" and psychological research results shows that people are trying to find a powerful tool to read "black box". In order to put forward and answer the principle of customer's "human" value formation and exchange that must be involved in sales and sales management conveniently and effectively, in the second chapter of this book, we first put forward the viewpoint of describing the process of customers buying and using products, that is, PPP (stage of purchasing process) model, and then combined some specific working concepts such as "basis of purchasing value", "embodiment of purchasing value" and "exchange value" into PPP model. The main purpose of these works is to explain to readers how to create and provide customer value concretely and effectively at different stages in the process of purchasing and using customer products, because different stages may lead to different concerns of customers.

Sales is a communication and interaction process with the purpose of exchange, and exchange is the exchange of value, so the basis of sales should be the formation and exchange process of customer value. Value is the cognitive result of customer "human", which changes with the change of customer "human" cognition. How can the formation and exchange of customer value be reasonably reflected in the purchase and use of customers' products? We will discuss this problem in detail in the second chapter and its various guiding significance to sales and sales management. Here we just want to say that PPP model provides a signpost indicating system for effective sales and sales management, reflecting the different stages that customers go through in the process of value formation and exchange in order to form and obtain their own recognized value. In PPP mode, the process of purchasing and using customers' products includes five stages: the birth of demand awareness, the definition of demand, selective evaluation, final approval (or purchase confirmation) and control evaluation (or post-purchase evaluation). All kinds of buying and using phenomena we see every day seem to be "rooted" in it.

Not only that, the PPP model also makes some reasonable explanations for the purchase behavior of "think about it and buy it". This reasonable explanation is based on the so-called "liquidated damages" and the resulting "liquidated damages" behavior. "Do swans have to be white?" How does the life experience of "one price, one product" drive our purchase judgment? Why are we "convinced" that the opinions of experts are more valuable than those of ordinary people? In life and work, we use some "thought and behavior shortcuts" everywhere to help ourselves form a "confident" judgment as soon as possible, and customers "people" are no exception. Simply put, any human cognition is based on some hypothetical judgment results. The selection criteria of many hypotheses are based on past experience or unanalyzed experience. This past situational learning result is just like the "default value" stored in the computer. When people just feel that their situations are somewhat similar, they will naturally subconsciously use these assumptions to make judgments. We call this "cognitive memory" with judgment function "default value behavior", and the external behavior caused by this cognitive way is called "default value behavior". We call it "default payment value" because the hypothetical basis of judgment is some "payment values" of people's past experience to the brain. When people "reproduce" the behaviors they learned in the past in new situations, they "default" the "applicability" or "correctness" of these "payment values, even if they really participated in the past" learning ".

The behavior of "defaulting on payment" in the process of customer value formation and exchange is a very meaningful research topic for actual sales work. We also put forward our own understanding in this book, hoping that they can help readers understand "how to sell effectively". Two key figures and key opinion leaders (COL).

Here are three sales advertisements:

An advertisement said: The results of expert research show that a product has a significant effect on children's English learning, which can make your children master English quickly and effectively in a relaxed and happy way.

Another drink advertisement said, "Crystal is bright and cool."

There is also an advertisement saying that it is the most economical product of its kind.

Have you seriously thought about what kind of sales target these sales information will be more valuable, or what kind of "value role" these advertisements want to play for customers?

The word or concept of "customer" is very familiar to people, and many companies, salespeople, markets and managers generally use it directly to describe their exchange objects. In fact, for sales and sales management, the concept of "customer" is too big and empty, and the description of communication and interaction objects is not specific enough. In order to better carry out sales activities, people further put forward the role of customer "person", such as initiator, decision maker, gatekeeper, beneficiary, user, buyer and influencer. These roles are helpful to sales work, but the more important problem lies in the "value role" of customer "people".