中财网锐捷售后技术支持:小心理大关键（商业心理）
来源：百度文库 编辑：中财网 时间：2024/05/10 11:35:24
心理学在商业社会里起到了很关键的作用，对心理学和人性的了解可以为生意带来很大的优势，尤其是在定价和销售决策方面。
Large corporations understand this reality and often have teams within their marketing department focused specifically on the science of consumer decision making. Of course, small businesses typically don’t have the resources to employ highly trained psychologists. However, just because your business doesn’t have a million-dollar marketing budget doesn’t mean that you should be at a disadvantage to your large competitors. So today, we are going to discuss three critical lessons from the world of psychology that can be applied to your business:
大的公司了解这个事实，所以在他们的销售部门经常会设置专注于消费者决策学研究的团队，当然小的公司往往没有资源来聘请受过高等教育的心理学家。但是正是因为你的生意没有百万美元的销售预算并不意味你和大的竞争对手相比就失去了优势，所以今天我们要讨论心理学界可以用于商业方面的三个重要经验：
1) Create context for your prices. Study after study has demonstrated that humans don’t evaluate prices objectively--we look for context. In other words, if product X costs $30, product Y costs $35, and product Z costs $40, product X seems like a great deal, assuming all three products are comparable. On the other hand, if product Y costs $25 and product Z $20, all of a sudden product X seems expensive. You’ll see this strategy in action at upscale steakhouses and restaurants, for instance. Savvy marketers price their "top cut" of meat at an inflated price--which makes everything else on the menu seem like a bargain.
1）创造价格依据。反复研究已经表明人们不会客观地评估价格，只是根据价格依据进行评估。如果产品X30美元，产品Y35美元，产品Z40美元，假如这三个产品存在可比性的话，产品X看起来价格更合适。反过来说，假如产品Y25美元，产品Z20美元，马上就可以看出产品X更贵。在高档牛排餐厅和饭店的做法中经常可以发现这样的策略，聪明的老板会把他们的精品肉定很高的价格，这样，菜单上其余的菜品看起来就很便宜了。
2) Seduction can be more effective than selling. The blog Neuromarketing noted recent research which indicates that appeals to emotion can often be more effective than advertising which focuses on logic and rationality. Consider spicing up your advertising to include emotional appeals as well as logic--and be sure to track the results.
2）诱惑比推销更有效。神经营销学的博客写道：最近的研究表明对于情感上的吸引往往比广告的逻辑和理性分析更为有效。在广告的逻辑分析中再加上情感吸引肯定会达到预期效果。
3) “I’m sorry” is more than just a saying. In Dan Ariely’s book The Upside of Irrationality, he cites experiments in which he demonstrates that the simple act of saying “I’m sorry” can go a long way toward restoring any relationship. Whether it is an angry employee or an unhappy customer, take the time to verbalize an apology (when warranted.) Many experts believe that the act of apologizing has powerful psychological implications--and in some cases, it may be enough to salvage a valuable relationship. Understand the power of the apology and leverage it strategically!
3）道歉要好于干说。在丹.艾瑞里所著的《不合理的上面》一书中，他引用的一些实验的结果表明：简单的一个“对不起”对与修复任何关系都可以起到很大的作用。不管是对一个愤怒的雇员或者是一个败兴的顾客，合理的情况下都要花些时间去表达歉意。许多心理学家相信，道歉的行为具有心理暗示的作用，某些情况下他足以挽救很有价值的关系。懂得道歉的力量并有策略地使用它！
A smart business owner uses every advantage available. While you may not have your degree in psychology, you will be able to find situations within your business in which you can apply these valuable lessons.
聪明的商人会利用一切可以利用的优势，你不一定是心理专家，但是你可以在你的生意中适时地运用这三个经验。