Wednesday, March 13

Neuromarketing to improve sales

Versión en español, pulse aquí

We live in a continuous fall in consumption. So, we need more effective sales. This is speaking in terms of marketing, improve the conversion rate. They become actual sales as many potential sales.

On Internet circulates a phrase that in good times was enough to dispatch, but today is not enough, you need to sell. Attracted by that phrase with which, incidentally, I do not agree at all. I set out to discover the real influence of the traditional dependent on consumer behavior.As always in these studies relying on the usual collaborators psychologists, neurologists, anthropologists and marketers, thus forming a multidisciplinary team in neuromarketing. Not what statistics or probability tells us, but what the consumer tells us without words. With no conscious behavior. It is therefore necessary equipment. It is therefore also necessary to employ systems that allow us to objectively measure the reaction of buyers.We use in this case four combined tools. An eye-tracker that allows us to measure the movement of the subject's eyes. So we know what to look at all times. The above combine it with an electroencephalograph (EEG) that measures brain activity and a bracelet that measures pulse and skin conductance (GSR). Cameras also have a global vision of the establishment.

One objective of this study was to evaluate how it affects the sale comportamiendo dependents. We work in a women's clothing store with a target between 25 and 40 years. We wanted to examine, first, how they influence the sales process the behavior of the person who takes the clothes. So without customers had interacted with any other store clerk measurements study tools while in queue and the time of payment.

Some might think that the sale is made, the client already has the garment and is ready to pay. Why study this case. Nothing is further from the truth. Do not forget that businesses, by law, offer to return the purchase period. Will this affect the attitude of the person charged in the customer returns the product or days later?. Yes, it does affect a lot.

In this market, a significant number of purchases are made on impulse. I see it, I want it, I'll take it. In this type of purchase, at the time of payment, especially if this is effective, it is when you receive the call "remorse". The eye tracker recorded the client seeks to evade the look in the eyes of the dependent. Possibly looking instinctively flee reprimanded for buying something they do not need. Curious, because the clerk never do that, but the instincts are not controllable and do not respond to reason.

Moreover, with the same customer, buying impulsively, in cases where the employee had a more maternal, giving reasons for the purchase, we observed a decrease in measurements of heart rate and activation in reward areas in the Client brain. The clerk may, with your attitude, calm remorse that effect by decreasing the amount of sales returns.

However, on those occasions when the clerk had an indifferent attitude to the buyer, accelerated heart rate, the "sweating" was maintained, even increased. EEG measurements indicated that turned away from areas of reward-related areas were activated rejection. The client was starting to regret the purchase at the time of payment and the seller had simply been indifferent to him. He had merely paid. Most of these garments ended returned in a different shift who had attended. Some even see the clerk looked at another box with another employee to do the return.

Moral, if we want to improve the conversion rate of sales the sales staff attitude is essential. Should be active. The mere indifference, simply collect, causes us to lose sales. In other posts I will talk about the right attitude of selling to help increase sales, which is another area we work in this study.

Said earlier said I did not like that phrase that says that in good times was enough to dispatch. Indifference kills the conversion rate in good times and in times of crisis. Sell yeah, never dispatched.

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