Rus Articles Journal

Ninety five and five

As often the person thinks of money? On many more often than can seem at first sight. Modern society (in particular society of “the western type“) is constructed in such a way that each his citizen has to provide himself with means of livelihood. To support the life on more - less normal level, the person needs to have the income. So, we are forced to think of money, is not dependent on our personal relation to them, outlook, the internal principles and installations. Even the embodiment in life of our cherished non-material dream often rests against obligatory obtaining this income. Of course, we in every way seek to increase the income, usually losing sight of the initial purpose of its acquisition.

Growth of the income, eventually, significantly changed structure of consumption. The fact that today human relations are under construction generally on the principle of purchase and sale is result. And the acquisition of material benefits which is followed by formation of the relevant system of values and installations becomes the main sign of time. Still Erich Fromm - the German social psychologist, the philosopher, the psychoanalyst who entered the concept “consumer society“ and who described its main characteristics in the works spoke about it. Therefore we will not repeat, and we will dwell upon the relations of purchase and sale and the principles of sales.

Participants of process of purchase and sale we become daily. And business even not in how often we go shopping in shop and whether we go there in general. Perhaps, for us it is done by others: wives, relatives... The matter is that even process of employment, in fact, is process of purchase and sale. Certain skills, knowledge and abilities which he is ready to gain are required for the employer for ensuring activity of the organization. The people possessing the necessary skills, knowledge and abilities are ready to sell them. And process of purchase and sale is carried out on interview and comes to the end with signing of the employment contract. At the same time the seller tries “to sell himself“ as it is possible more expensively, and the buyer looks for ways to gain the necessary qualities as it is possible cheaper moreover to have in addition boundless loyalty and an opportunity of obtaining additional benefits, such as, for example, free overtime works. By the same principle also sale of services is constructed. Experts are lawyers, doctors, teachers, hairdressers - sell the knowledge and abilities to those who need it also to those who will pay more.

In all this system there are two general lines, two basic principles of sales.

The first principle, we will call it “the principle of belief“ when the seller tries to convince the buyer to acquire those goods which he offers. For example, the doctor strongly recommends to drink some certain medicine which according to him surely will help. The consultant says what should be done exactly as he speaks, kouch convinces that only he one can teach you how to do in certain cases right thing. And so on and so forth. In this case the fact of sale becomes the defining purpose. For achievement of this purpose expensive advertizing is created, image is created, huge money is invested in training of selling assistants. At the same time fundamental at sale by such principle is that fact that to convince the buyer to make purchase, the seller does not operate with the real facts, and says to the buyer only that that wants and is ready to hear.

No, this is not about frank lie though also such cases sometimes meet. Just the seller takes great pain to embellish the goods, to expose it from the best party, to hide shortcomings. In his laudatory speeches there are no realism and objectivity. The main goal - to sell. Whether also such seller all equally needs to you these goods actually? Whether there will be it superfluous? Whether you derive pleasure from purchase or you will be disappointed in the act soon? All this is not care of the seller - all this problems of the buyer.

Better to understand how it works, observe behavior of people in hypermarkets, analyse own behavior, take a detached view of yourself. Remember how many times you sent to a recycle bin of purchase which never used? How many kilograms of products deteriorated in your refrigerators? Try to count at least approximately how many all this costs?

Business also that the goods and services which are on sale by “the principle of belief“ in the majority of mass production, often poor quality. The people using this principle of sales are ready and capable to sell any goods if only made profit. And, of course, it brings it...

The second principle, we will call it “the principle of need“, on the contrary, is based that the seller, offering goods to the potential client, gives it information, as close as possible to reality, on goods / service. At the same time he does not place obvious emphasis on advantages, and points both on positive, and to negative characteristics of alleged purchase. As they say, at each medal two parties.

The seller adhering to this principle of sales in the course of communication with the potential buyer not only provides information, but also tries to define presence at the client of real need for commission of this purchase. Can happen so that the person made the quick decision on purchase under the influence of external factors, and actually these goods are not for it really necessary. Perhaps, the client does not need these goods, and something is necessary similar. In that case hasty purchase will be waste of time, money and, eventually, will lead to disappointment. It is extremely important for the seller adhering to “the principle of need“ that the buyer was satisfied with the purchase, and never in life regretted that it in general acquired these goods or service. Yes, of course, the percent of perfect purchases at the same time will be lower, than in the first case. Often there are refusals. Much more time it is spent for each client and each perfect transaction. Strategy of the seller in this case consists in earnings of a good name, trust of clients, but not on creation of fictional images by direct advertizing. The truth and the price for such work is slightly higher.

As well as at everything on light, at both of these principles the pluses and minuses. In particular from the point of view of business the first way much more profitable, than the second. The sellers acting by “the principle of belief“ have much more opportunities to quickly receive revenue. The sales volume at the same time happens much more, than at the choice of the second way. At those who adhere to “the principle of need“ affairs go more slowly, earnings are lower. But at the same time over time such business becomes much stabler, it is less subject to influences of crisis situations and fluctuations of the market. On the contrary, during crisis people are less inclined to make spontaneous decisions, to risk, to do acquisitions under the influence of emotions, consider each purchase more carefully. And therefore prefer to address competent and honest sellers, to use services of the reliable checked experts.

Here example from the field of medicine. To be exact from practice of the western health system. Reception of one patient at the expert can last about an hour or even more. Of course, the price for hour of work of the expert of high level will be not small. And there is not always a need to spread the considerable sum on such consultation. At the same time there is a huge number of clinics including rather high level, working for the mass consumer. On reception of one patient in such clinics 15 - 20 minutes are allotted. At a big flow of patients during this time the expert is simply not able to pay to the patient the required attention volume. What high skill level it would not be. But such is system. In certain cases, when the deep analysis is not required, and the problem is not too difficult (for example, the person caught a cold a little), such approach is justified. But as soon as there is a serious problem with health preventing the person to lead full-fledged active life, is not dependent on preferences and the level of prosperity, the patient begins to look for the one who will pay it enough attention. The one who will be able deeply to get into a problem essence, to understand the reasons of its emergence, and to respectively find the best solution and to give real help.

We will return to our everyday life and to the principles of sales. In everyday life the majority of transactions of purchase and sale are made by the first principle, that is by “the principle of belief“. And business here not in insidiousness of sellers or abundance of persuasive advertizing - we acquired long ago that you should not trust everything that is told blindly. But there is also other moment. In modern society at the person there are too much problems, it is too much negative and fatigue collects in us during the day. Any more not a secret that many began to perceive process of a campaign behind purchases as an opportunity to switch and have a rest from “heavy thoughts“, and also to receive pleasant emotions. And at this moment the buyer does not want over again to start thinking, analyzing, assuming responsibility at all. Purchase of goods becomes some kind of award for heavy work. And we with gratitude accept councils of those who for us decide that where when and at what price to us to get. As a result in a percentage ratio of a share of purchases by the first and second principle also five where only 5% fall to the share of “the principle of need“ were divided as ninety five. And 95% for a share of the first principle...

At the same time experience of many experts (doctors, teachers, kouchy) shows that real achievement of success is possible only by persistent work. Any change is a heavy work, and it is not made in one day. For achievement of any purpose it is necessary to make efforts, but finally everyone who passed this way to the end will get an award.

Today there are many offers in the market of improving services and various trainings in change of. And, unfortunately, there are such trainers, teachers, Aesculapians who promise the client the solution of all problems and achievement of fantastic progress of all for couple of days, sometimes already in the course of training. And here, just, the first principle of sales - “the principle of belief“ works. People are enticed promises of a fast victory, instant healing, prompt enrichment or sudden emergence young, full of strength, the handsome (beauty), at the same time at once completely the lover (in love). Well, tell who does not want to be trusted in a miracle? Of course, there is a wish! Unfortunately, those who “are bought“ on similar promises are waited by disappointment. At the same time force and gravity of this disappointment are not comparable with disappointment from purchase of a low-quality thing. The thing can be handed over, it is possible to throw out and eventually to buy new, good, qualitative and necessary. And here anew you will not buy own life and loss of hope. Therefore before being given in a charge of the one who promises easy and fast disposal of problems try, in - the first, at least to learn what the person is? And in - the second, always you remember that serious changes demand forces and time, your desire and patience. And those who promise that it will be easy, most likely, sell low-quality goods, sometimes giving it for a product of the class “premium“.

____________ Article is written to

for the website of the Improving Center.