贩卖恐惧-最佳销售员
Fear is the Best Sales Motivator

各位朋友早今天不是要来说恐怖故事
Friends, I don’t want to tell you horror stories today.

而且要向大家分享
I want to share some views about
恐惧心理如何影响消费者做决定
how fear affects consumer decisions.

恐惧是人类的一种本能反应同时对人类也有很大的约束力。当人类遭遇恐惧就会反射动作去处理或逃避躲避
Fear is a human instinct that is also very binding on humans. When humans encounter fear, they go into fight or flight mode.

当然每个消费者的内心恐惧的点不一样
Of course, the point of fear of each consumer is different

但回推马斯洛的需求阶层理论中的生理需求生命安全,财务保障等等
According to Maslow’s Hierarchy of Needs,: safety. security are basic needs.

你是否也曾因恐惧心理决定购买什么服务或商品?
Have you ever decided to buy services or goods because of fear (like FOMO)?

为何说恐惧是最佳销售员
通常基本运用恐惧行销有三种方式
Why we say fear is the best salesperson
There are three basic ways to use fear marketing

提供数据创意假设可能发生场景
Provide data.

不做决定或处理可能产生的严重后果(指出潜在客户的痛点)
If customers don’t make a decision there could be consequences

我们可以提供什么解决方案?
3. What solutions can you provide?

列举参考(当然这是模仿参考,不是代表对或错或说这些产品服务不好)
Some products that could work well with fear marketing:

消防器材,保险,医疗保健食品,金融商品,政策…
fire prevention equipment, insurance, healthcare, food, financial products,

我记得以前有位消防器材业务来我上班的公司进行消防宣导
当下这位企业做好30分钟的简报把上述的三个要点都做到了
A couple years ago, a salesman came to sell fire prevention equipment..

He gave a 30-minute briefing and covered the previous points.

1提供数据及简报
Provided data about why everyone should have fire prevention equipment.

2不做预防可能会造成更严重的后果
2. Failure to take precautions may have serious consequences
(House will burn down if you do not