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There is no doubt that the SARSCoV2 virus pandemic has brought about many changes that we have to gradually adapt to. Alfonso Bastida and Christian Helmut, sales experts and directors of the first school specializing in the training of specialists in this area, identified four types of consumers that emerged on the way to COVID.
“Knowing these changes in behavior and how to deal with them must be a priority for brands,” affirm Bastida and Helmut in a press release. “By understanding this transformation, they can anticipate and identify new business opportunities that are critical to the process of economic recovery and sales that many companies face.”
According to their profile, experts recognize that each consumer has different needs that require personalized strategies to successfully complete a sale.
1. The one who has to have everything under control
Studies show that 27.3 percent of consumers meet this profile. These are older people who have seen a greater impact on their economic situation, mainly because many of them have lost their jobs.
Therefore, the cost of these consumers is made up of goods that they consider essential and that lead to an attractive offer for them. They are also very careful when buying and focus on buying only essential items as much as possible.
Therefore, there are two main factors that influence the purchase of the product: a legitimate need and the price.
“We are facing a consumer who is investigating where each euro is investing, so companies need to offer advantages that stand out from the competition,” added Bastida.
Therefore, he mentions that the solution for closing a sale with this type of consumer is not exactly about price cuts, but rather is about adding value for which he is willing to pay.
2. The emotional consumer
“Consume locally” is the motto that describes this type of consumer. Although he is a person who helps the economy with consumption, it is his priority to promote the livelihood of local companies and productions. Therefore, you prefer domestic products over foreign ones.
Helmut reflects that the way people understand consumption in the aftermath of the pandemic of this group is influenced by emotional reasons. To promote sales with this type of consumer, emotional messages are used to call their community and promote local consumption.
3. The far-sighted consumer
Bastida and Helmut point out that 35 percent of consumers meet this profile, which they describe as “somewhat pessimistic”. Her main motivation is the fear of the effects of the COVID-19 pandemic on her economy.
The proactive consumer is one who knows that the process of reactivating the economy is slow and assumes that there is a likelihood of new outbreaks, which is why he needs to anticipate a new crisis. Therefore, this type of consumer prioritizes spending on household goods that can be useful during childbirth and on investments that offer them a better quality of life, such as: B. a change of address.
“His main concern is the well-being of his family and the impact of the crisis on his immediate surroundings. Connecting with this feeling is the key that opens the sale, ”the experts emphasize.
4. The living consumer
This profile largely consists of the country’s youngest consumer sector.
The living consumer is one who longs to return to his “pre-COVID” life. With the options mentioned above, you gradually acquire goods that are not exactly priority.
The solution proposed by Bastida is to be able to present these goods as “rewards” to the consumer, but at the same time they have to be sold as essential items: “These investments are initially seen as whims and rewards, and that is one point for companies Use from both perspectives and have to offer yourself: We are a basic requirement for you to feel good. You deserve it after going through everything. “
Tips for closing a sale in times of crisis
As of today, the business life jacket should contact its customers in order to achieve close sales.
These are the tips that Bastida and Helmut share to sell in times of de-escalation:
1. Create an emotional bond with your customer: To be close to a person, you need to know them. Empathy is an extremely useful tool to connect with the customer.
Dress up for the occasion, work on your body language and, above all, don’t just speak. Let him speak and listen carefully; We have all things to say.
2. The sale is not bad, the sale is help: “You will have heard that for sure, but knowing it is one thing and knowing how to use it is quite another thing,” say the experts. “When you understand that, you realize that it is your job to really help the person make the best decision. This way you have a lot more customers, make sales at higher prices and all without looking like a typical smoke seller. just being yourself “
Experts also point out that speaking about sales activates the insula, an area of our brain where we automatically feel suspicious and dissatisfied. Therefore, you need to make it clear to the consumer that your priority is not to sell, but to help them meet a need with your product or service.
3. Analysis and focus: When negotiating, you need to consider that your main goal is to complete the sale. Therefore, make sure that the person you are speaking to is able to make the decision to buy a product or service.
From Alfonso and Christian’s perspective, most salespeople stick to sales techniques that they consider “outdated”. For this reason, they strive to teach their customers to make high quality sales using their methodology.
“The best way to attract and sell your best customers is to be really authentic and express yourself naturally. What you say is as important as what you say,” they affirm.