The sales gurus have typified that psychology and sociology are the sciences that have contributed the most to the knowledge and behavior of the individual in organizations and to understand their consumption trends, understand and channel concepts such as:
- Individual: their biographical characteristics: age, sex, marital status, number of dependents, work seniority, personality; their traits and attributes: self-control, achievement, risk; its determinants: inheritance, environment and situation; perception, learning, values, attitudes, needs, tastes, interests, etc. Group: structure, communication and dynamics Organization: culture, policies, physical environment, internal and external relations, etc.
It is the starting point for the analysis of the NLP of psychology, the humanism reflected in this science has been the greatest contribution to sales, because it makes the human being see as an integral, dynamic being, with values, feelings, aspirations and with creative potential. The buying activity is closely linked to our instincts, needs, habits, trends, individual desires, environmental influences, Branding, CRM, among others.
There are some psychological models applied to sales whose study is ideal for anyone who wants to understand the psychology of the consumer and the seller:
Lewin's field theory
This school of thought in psychology is based on the theory of the global panorama and not on its components as proposed in Pavlov's model. Lewin's Field theory is an improvement of Gestalt and maintains that the only strong determinant of a person's behavior, at a given moment, is her psychological field of the moment; taking as a reference element the living space, made up of all the facts that belong to the individual and their environment at the time of their behavior or the decision to purchase.
Pavlov's learning model
The studies of this scientist of human behavior, conclude that much of learning is formed by a process of associations and that many of our reactions are conditioned to these associations.
Pavlov raises three components of learning that are applicable to the sale:
- Impulses: they are strong external stimuli that push the individual to act and are physiological (hunger, thirst, sex) and learned (cooperation, fear, tendency to acquire) Keys: they are weaker stimuli from the environment or the individual that determine how, when, where and why the subject reacts. Reactions: these are the body's responses to the configuration of the keys.
Marshall's economic model
The author bases his presentation on the fact that the individual makes purchasing decisions based on largely rational and conscious economic calculations, this implies that he analyzes the cost-benefit simultaneously, an approach known as the theory of marginal utility.
Sigmund Freud's Psychoanalytic Model holds that the human mind has three basic parts:
- THE ID (It) contains the basic instinctual motives.The EGO (I) is the conscious planning center that serves to seek out and acts as a regulator between the ID and the SUPER-EGO. The SUPER-EGO (super-ego) is the consciousness that accepts the norms morals and directs instinctive motives towards socially accepted parameters avoiding feelings of guilt or shame.
Veblen's social psychological model
This author's research was based on: "Man is a social animal adapted to the general norms and forms of his culture and to his more specific patterns of subcultures and personal groups to which his life is subject."
Most people buy on emotional impulses and justify purchasing decisions with fait accompli. Let's not forget that all of us are, above all, emotional beings and that our hearts, emotions and tendencies are first moved by logic…
