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Third level: sell the story – sell the product

I adore people of this level. Most of the residents of Moscow, and indeed of cities with millions of people, are threes!

These are excellent imitators, they are imitators and you can sell them anything, even air, if you wrap it in the right packaging. These people have already tasted the taste of money and strive higher to be like their idols. For some of them, this is a screen star, and for another, a politician or a strong businessman. It is this desire that allows you to manipulate representatives of the third level.

Once one of my clients came to me for a consultation and proudly laid out a piece of fabric made of 15 micron wool on the table.

To my bewildered look, he told an amazing story of his acquisition.

After our previous consultation, when we talked about his image, he thought about it and decided that he himself had a mustache and could perfectly match the fabric for a suit no worse than I would have done.

He arrived at one of the shops on the Arbat and, with a bored look, asked a young girl to show him the options for costume fabrics, so that it was 15 micron wool, the color was Parisian dark blue with a thin gray stripe. Apparently, the girl who worked that day was a very good seller who knew firsthand how to take such a buyer. And so, almost reverently laying out a piece of fabric on the counter, she said in a somewhat guilty voice that this sample costs several times more expensive than briony and only very rich people buy such a fabric. To the logical question why such a price, she answered with an amazing story about the production of this fabric. It turned out that the rarest animal, the vicuna, lives in Mexico and the surrounding tribes of Indian hunters in the forests collect scraps of this animal's fur from thorns and hand it over to the government for a lot of money. It is because of the presence of 20% vicuna wool in the fabric that it costs so much, and it is extremely rare for sale. For those who are interested in what kind of animal it is and where it lives, Google is, as they say, to help. But you will really be surprised by what you read.

So, after selling my client a story, the girl sold him an ordinary fabric for three times the price. Bravo! This is the weakness of threes and it is always necessary to play. Troikas are imitators, they strive to be like those in power, but they don't have enough money for it yet. That's why such a character may not have an apartment, but there will be a cool car. He won't have money for food, but he will buy a gold Rolex or a copy of this watch. At this level, brands and their copies come into play. A variety of colors already works here, but again, it all depends on what is fashionable in higher circles. Advertising with stars and just famous media personalities is designed for these people. And if the star walks in this, the troika will buy it even with the last money to be in the trend. Troikas live everywhere, even in villages. In Russia, there are about 25% of them and they own 5% of the power. We all have to meet with people of this level quite often. They see the world as a jungle, where the strongest and the most cunning wins. The motto of such a person is: "Do what you want, and don't give a damn about the rest." His goal is power and fame, maximum satisfaction of needs, he strives to take everything from life. People of the third level always demand respect, they are ready to defend their interests by any means and absolutely do not tolerate humiliation, especially public. At this level, a person strives to win at any cost, regardless of other people's fates and opinions. At the same time, "troika" can be very creative, because there are no generally accepted norms for them, they are able to develop original, innovative ideas. Their ethics – the strong are always right.

Striking examples are rebellious teenagers, rock stars, conquistadors and soldiers of fortune, gangster communities, active business.

Reaction to advertising

Perfectly working advertising slogans – «Mazda! Only yours», « For the chosen ones!», « Don't you have it? You're a sucker!».

Advertising and social appeals: "You are stronger than weaklings!», «Hit your competitor!».

When selling, use stories. The triples compete very seriously with each other for the championship. That is why they evaluate each other according to the external attributes of power and wealth: "You have a Rolex, and I have a Rolex" oh, okay, you're almost your own. I'll talk to you… Do you drive a Ford? You're a sucker! I'll try to just make you."

Attributes: not bad, but a rented apartment, a good foreign car, they spend more than 40% of their income on clothes and accessories, they prefer only trendy, cool restaurants from the category: "They were looking for more expensive" they did not find". Excellent, my dearly beloved show-offs.

Scientists in Vienna conducted a curious study: participants in the experiment blindfolded alternately entered rooms whose walls were painted in different colors. In a room with red walls, their pulse quickened; in a room with yellow walls, their pulse immediately returned to normal, and in a room with blue walls noticeably decreased.

Selling with color

I must say that small details act on a person's subconscious, which he usually does not pay attention to. Many things affect the buyer in the store: musical accompaniment, aromas floating in the air, the brightness of the lamps and the color scheme accompanying him at every step. The shade of the walls, floors and decoration of your retail space depends on how the buyer will feel. If he is comfortable, then the shopping process will be delayed.

Don't forget about the price tags. Bright colored badges will attract much more attention than black and white. However, this does not apply to stylish clothes and expensive goods, it's just the opposite.

It is important that the product does not merge with the wall. If you have a new collection in a nautical style, then turquoise and mint colors will look advantageous on a white or slightly greenish background.

In addition, do not forget one more important thing - in the regions it is necessary to adjust your color strategy and take into account the specifics and peculiarities of consumption, which can often be quite significant. Simply copying the format without adjustments for assortment, area, color scheme when entering the regions can be extremely risky. For example, in the eastern republics, it will be great to sell what in the north they won't even look at ‑ a purple and black blouse with gold sequins and rhinestones. The taste and color, as they say, all pencils are different!

There are many weaknesses at the top of evolution. And it would be foolish not to take advantage of it. Isn't that right?

Author: Tatiana Kalistratova-Borkh

Photo: Shutterstock.com