要顺利卖出产品,了解消费者的购买决策过程至关重要。在购买过程的不同阶段,销售员遭遇的阻力也不同就像人们需要空气、水、食物和房子一样,“控制欲”是人的一种本能需求。从确定自己的需求、设定预算,到展开行动满足该需求,消费者在整个购买过程中,会追求一种控制感。但当一个只想着赚钱的推销员,想要说服、影响消费者的购买决策时,他们会感到被利用了、被操纵了、被施压了。影响购买行为的因素瑞克汉姆是一位实验心理学家,曾经为施乐集团、IBM公司开发销售模型。在长期的研究过程中,瑞 To sell the product smoothly, it is important to understand the purchasing decision-making process of the consumer. At different stages of the buying process, salespeople encounter different levels of resistance, just as people need air, water, food, and houses, and “control desires” are an instinctive need for people. From determining their own needs, setting budgets, and extending operations to meet this need, consumers will pursue a sense of control throughout the purchase. But when a salesman who only wants to make money wants to persuade and influence consumers’ buying decisions, they feel overwhelmed, manipulated and pressured. Factors That Affect Your Purchase Rickham, an experimental psychologist, developed sales models for Xerox and IBM. In the long process of research, Rui