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[ interior trade ]
Die hohe Kunst der
Kaufverführung
46 InteriorFashion 1|2013
erleben. Das beginnt bereits bei der Außenfassade,
da ist der erste Eindruck entscheidend,
ob der Laden kompetent wirkt oder
nicht. Dann das wichtige Thema der Orientierung:
Wenn der Kunde das Geschäft betritt,
findet er sich dann sofort zurecht oder
muss er sich erst mühsam orientieren?
Und wie wird die Ware inszeniert? Dazu
muss man seine wichtigsten Kundengruppen
kennen, damit man diese emotionale
Einrichtungswelt auch entsprechend darstellen
kann, so dass möglichst unterschiedliche
Stilwelten für die einzelnen
Kundengruppen entstehen. Und natürlich
spielt das Thema Licht eine große Rolle.
Das sind Tausend kleine Punkte, die den
POS attraktiv machen. Besonders wichtig
ist, wie unser Verkäufer mit dem Kunden
umgeht. Über Gesichtsausdruck und Körpersprache
muss er den Kunden intuitiv erfassen
und sich auf ihn einstellen. Das läuft
im Gehirn über sogenannte Spiegelneuronen,
die uns in relativ kurzer Zeit mit dem
anderen synchronisieren.
IF: Das heißt, da hat dann der stationäre
Handel den entscheidenden Vorteil gegenüber
dem Online-Anbieter, indem er
mit seinen Verkäufern auf kompetente
und individuelle Beratung setzen kann.
Häusel: Natürlich nimmt das Internet zunehmend
Umsätze weg, aber der Handel
hat Riesenchancen, wenn er auf beide Vertriebswege
setzt. Stichwort Cross Channel.
Der Kunde hat vielleicht gerade keine Lust
zum POS zu gehen und schaut sich lieber
in aller Ruhe im Internet um, möchte aber
den kompletten Service des Handelsunternehmens
nutzen. Deshalb gilt es, den stationären
Handel intelligent mit dem Internet
zu verknüpfen. So kann man auch jüngere
Kunden ansprechen, die einfach mehr im
Netz unterwegs sind. Auf jeden Fall kann
der stationäre Handel mit persönlicher Beratung
punkten. Und wichtig ist auch die
IF: The title of your new book is “Emotional
Boosting. The fine art of persuading
customers to buy”. The idea behind it is
neuromarketing. Please explain what
those special terms mean.
Hans-Georg Häusel: Neuromarketing
means paying more attention to the findings
of brain research and implementing them in
marketing as well. And two insights in particular
are very important for us:
First, decisions to buy are made unconsciously
for the most part, and second, they
are always emotional. Emotional Boosting
does not assume that customers are sensible
and rational. Products or brands that do
not elicit emotions do not go over well with
customers. Emotions are what give products
value and meaning. Emotional boosting
means examining every detail from the
point of view of the customer’s brain and intensifying
its emotional effect. But for that to
Sensorik, dadurch dass ich das Möbel anfassen
oder mich darauf setzen kann. Das
Erleben mit allen Sinnen gibt es nur am
POS, und das ist der entscheidende Vorteil.
Und der Verkäufer muss lernen, weniger
zu reden, sondern den Kunden die Möbel
multisensorisch erleben zu lassen.
IF: Mit welchen Mitteln lassen sich denn
die Sinne am POS verführen?
Häusel: Wie riecht es im Laden, welche Töne
habe ich, welche Materialien verwende
ich grundsätzlich schon einmal im Ladenbau?
Das ist einfach der Sensor auf die
Umgebung und das hängt auch von der
Shoppingwelt ab. Im hochwertigen Bereich
würde ich mit Lichtinszenierungen arbeiten,
wertvollere Materialien auf den Böden, an
den Wänden und auf den Warenträgern
einsetzen. Und Multisensorik auch in das
Verkaufsgespräch einbeziehen, damit der
Kunde das Möbelstück wirklich mit allen
Sinnen erfahren kann: Fühlen Sie mal diesen
Stoff, erleben Sie die softe Polsterung
des Sofas etc. Der Verkäufer muss lernen,
dass er die Dinge nicht nur verbal beschreibt,
sondern bestimmte Merkmale des
Produktes den Kunden auch erfahren lässt.
IF: Da ist der erfahrene Verkäufer gefragt,
der schnell erkennt, was für einen Kunden-Typ
er vor sich hat.
Häusel: Natürlich, wenn ich einem Performer
etwas verkaufe, dann werde ich bei einer
Küche beispielsweise über Hightech reden,
und bei einem Harmoniser eher über
Komfort und Einfachheit, beim traditionellen
Typ hingegen stelle ich die Qualität und
Wertbeständigkeit in den Fokus.
IF: Der oberste Kaufanreiz im Internet ist
oftmals der Preis. Wie wichtig ist der Preis
im gehobenen stationären Handel?
Häusel: Ja, der Preis spielt immer eine Rolle.
Die Rechnung des Gehirns folgt einer
The fine art of persuading customers to buy – Create customer desires, don’t
wait for customer desires – that is Dr. Hans-Georg Häusel’s recipe for success. He is a
trailblazer in neuromarketing and one of the leading experts in the field of brain research
as it relates to marketing, sales, and management. The Limbic Model that he
has developed distinguishes between seven types of customers, each of which should
be addressed correspondingly in sales conversations. In this interview, the marketing
specialist presents his latest insights on the subject of “Emotional Boosting”.
succeed, one has to know what emotional
systems are in the brain and how they work
together.
IF: Neuromarketing is actually nothing
new – we have already known for a long
time about the importance of first impressions
and the right placement of goods or
the subtle influence of colors, aromas, or
music. Have there been new findings in
the meantime, or why is everyone talking
about neuromarketing now?
Häusel: Brain research has led to many
new insights about what actually happens
in our heads. They are not always revolutionary
new findings. But meanwhile, because
of brain research, we know what the
emotional systems in the brain look like and
how they work.
IF: And what happens in the brain of a
einfachen Logik: Der generalisierte Emotionswert
des Geldes wird mit dem konkreten
Emotionswert des Angebots verrechnet.
Strahlt das Angebot nur schwache
Emotionen aus, bleibt das Geld im Geldbeutel.
Aktiviert das Angebot gleichzeitig
viele Emotionssysteme im Gehirn, steigt der
Wert des Produkts für den Konsumenten.
Natürlich, wenn ich eine vergleichbare Ware
im Internet bekomme und die ist 20% billiger
als im stationären Handel und ich lege
auch keinen besonderen Wert auf Service-
Beratung, dann sagt unser Gehirn: Kauf im
Internet! Wenn ich aber diese Ware in einem
anderen Umfeld erlebe und dazu auch noch
Service bekomme, dann sind viele Kunden
bereit, auch mehr zu bezahlen.
IF: Was versteht man unter einer sogenannten
Mental Map? Inwiefern kann damit
das Handeln des Menschen beeinflusst
werden?
Häusel: Die Mental Map spiegelt die Welt
so wider, wie der Mensch sie subjektiv
empfindet. Das bedeutet für den Möbelhandel,
dass sich ästhetische Stilwelten
klar voneinander abgrenzen müssen. Sie
dürfen beispielsweise eine extrem traditionelle
Welt nicht gleich neben eine sehr kreative
Welt platzieren, weil sich dann diese
Welten gegenseitig sofort zerstören.
IF: Bei aller Inszenierung am POS ist offensichtlich
immer noch der Verkäufer mit
seiner Menschenkenntnis im Verkaufsgespräch
ausschlaggebend für den Verkaufserfolg.
Häusel: Eins ist ganz wichtig, dass der Verkäufer
aufgrund seiner eigenen Persönlichkeit
mit dem Kunden kommuniziert und
sich mit den entsprechenden Argumenten
auf den jeweiligen Typus einstellt.
IF: Herr Häusel, vielen Dank für Ihre Ausführungen.
consumer during the buying process?
What is the role of the subconscious in
the decision to buy?
Häusel: We have no idea of all that is stored
in our subconscious. All of our views and
emotions, our cultural patterns and the individual
experiences we have had are there.
Everything is evaluated there without us realizing
how it is evaluated. It happens in
fractions of a second, unconsciously for the
most part, and we always have the feeling
that we have made a very conscious decision.
In brain research, this deception is
called the “user illusion”.
IF: You categorize customers in different
“limbic” types. What do you mean by that
and what types have you determined?
Häusel: The limbic system is a collective
term for brain structures that are essential
for processing emotions. The limbic approach
shows what the emotional systems
in the brain really look like. All people have
all of the emotional systems, but not all to
the same extent. 50% is what we are born
with and the other 50% comes from our upbringing
and culture. The dominance and
stimulant systems are the optimistic and
activating motivational systems in the customer’s
head that encourage him to take
risks when buying, while the balance system
plays a rather inhibitive, pessimistic
role. All together, we have determined seven
limbic types: harmonizer, open-minded,
hedonist, adventurer, performer, disciplined,
and traditionalist.
IF: And how does a company know what
types its customers are?
Häusel: We work with one of the biggest
market media data banks in Germany, the
Typology of Desires. So far we have determined
the limbic types of over 200,000
consumers, which brands they buy, which
cars, which fashions, and how they deal
with topics such as health or money. Companies
can check in this data bank to see
which areas they belong to and what information
is important for them. So-called
geomarketing can provide information as
well, because customers can be categorized
according to their addresses.
IF: As a trade journal for the furniture sector,
we are especially interested in the area
of furnishing. And women usually make
the decisions there. What is important to
take into account in that respect? How do
men/women make their decisions to buy?
Häusel: As a matter of fact, as far as furnishing
is concerned, women are still 70% in
charge. Now it gets interesting, because furnishing
styles always have an emotional aspect
as well, for example being connected
with a high status or being more creative.
The different limbic types have different preferences
for certain aesthetic styles, and it is
naturally immensely important that furniture
retailers know about the different types of
customers and address them in accordance
with their emotional focal points.
IF: Which factors are especially important
at the POS? What should one bear in
mind in the conception of a furnishing
house? How can the emotions of customers
be influenced?
Häusel: There are lots of individual facets in
the ways people experience rooms. It already
begins with the outside of the building;
the first impression decides whether
the shop seems competent or not. Then
there is the important topic of orientation
when the customer enters the store. Can
he find his way immediately or is it hard for
him to get his bearings? And how are the
wares presented? The most important customer
groups must be known so that an
emotional furnishing realm can be created
with style collections for the individual customer
groups that are as different as possible.
And, of course, lighting plays a big role.
There are a thousand small aspects that
make the POS attractive. The way our
salespeople act with the customers is especially
important. By means of facial expressions
and body language, they must
understand the customer intuitively and
deal with him accordingly. The so-called
mirror neurons in our brains are responsible
for that; they synchronize us with others in a
relatively short time.
IF: That means that conventional stores
have a decisive advantage in comparison
with online sellers, because they can
concentrate on providing competent and
individualized advice through their salespeople.
Häusel: Of course, the Internet is increas-
Grafik aus:
Hans-Georg Häusel:
Emotional Boosting,
Haufe-Verlag
ingly taking away sales, but retailers have
enormous chances if they use both sales
channels. The buzzword is cross channel. A
customer might not feel like going to the
POS right now, he prefers to take his time
and look around on the Internet, but he
does want to take advantage of the complete
service of the retail store. So brick and
mortar stores should be linked to the Internet
in an intelligent way as well. It is also a
way to address younger customers, who
simply spend more time on the Internet.
Conventional stores can definitely score
points with personal advice. And sensory
perception is also important – being able to
touch the furniture or sit on it. Experiencing
furniture with all the senses is only possible
at the POS. That is something else that
sales people have to learn: to talk less and
let the customer experience the furniture in
a multisensory way.
IF: How can the senses be persuaded at
the POS?
Häusel: How does it smell in the shop, what
colors are used, what materials are used for
the store construction in general? That is
simply the sensor for the surroundings and
depends on the kind of store. In the high
value segment, I would work with light presentations
and use more valuable materials
for the floors, the walls and the displays.
And the multisensory technique should also
be used in sales conversations so that the
customer can really experience the piece of
furniture with all of his senses: Feel this fabric,
try out the soft upholstery on the sofa,
etc. Salespeople must learn not to just describe
things verbally, but rather to let the
customers experience certain features of
the product for themselves as well.
IF: So what retailers need are experienced
salespeople who can quickly recognize
the type of customer in front of them.
Häusel: Naturally, if I want to sell a performer
something, I would talk about the high
tech aspects of a kitchen, for example.
If the customer is a harmonizer, I would
talk more about comfort and ease of use.
With a traditional type, on the other hand, I
7 Limbic-Typen
hat Hans-Georg Häusel ermittelt:
Harmoniser: hohe Sozial- und Familienorientierung,
geringe Aufstiegs- und
Statusorientierung, Wunsch nach
Geborgenheit
Offener: Offenheit für Neues, Wohlfühlen,
Toleranz, sanfter Genuss
Hedonist: aktive Suche nach Neuem,
hoher Individualismus, hohe Spontanität
Abenteurer: hohe Risikobereitschaft,
geringe Impulskontrolle
Performer: hohe Leistungsorientierung,
Ehrgeiz, hohe Statusorientierung
Disziplinierter: hohes Pflichtbewusstsein,
geringe Konsumlust, Detailverliebtheit
Traditionalist: geringe Zukunftsorientierung,
Wunsch nach Ordnung
und Sicherheit
Hans-Georg Häusel has determined
7 limbic types:
Harmonizer: high level of social and
family orientation, little interest in
advancement and status, desires security
Open-minded: open for new things,
well-being, tolerance, gentle enjoyment
Hedonist: actively searching for new
things, high level of individuality and spontaneity
Adventurer: very willing to take risks, low
level of impulse control
Performer: very performance-oriented,
ambitious, very status-oriented
Disciplined: strong sense of duty, little
interest in consumption, interested in
details
Traditionalist: low level of future
orientation, desire for order and security
[ interior trade ]
would focus on the quality and stable value.
IF: The greatest incentive for buying on
the Internet is often the price. How important
is the price in upscale conventional
retail stores?
Häusel: The price always plays a role. The
brain calculates with simple logic: The generalized
emotional value of money is tallied
with the concrete emotional value of the object
on offer. If the offer radiates only weak
emotions, the money stays in the customer’s
wallet. If the offer activates several emotional
systems in the brain at the same time,
the value of the product increases for the
consumer.
Of course, if I can get a comparable product
on the Internet and it is 20% cheaper than in
a conventional store, and service and advice
are not very important to me, my brain says:
buy it on the Internet. But if I experience the
product in different surroundings and get
good service as well, many customers are
also willing to pay more.
IF: What is meant by a so-called mental
map? How can it be used to influence
how people act?
Häusel: The mental map reflects the world
as the person perceives it subjectively. For
furniture retailers, that means that aesthetic
realms of style must be clearly separated
from one another. For example, they
shouldn’t put an extremely traditional look
right next to a very creative look, because
then the looks destroy each other immediately.
IF: Apparently, despite all the staging at
the POS, the determining factor for successful
sales is still the salesperson who
uses his knowledge of human nature in
sales conversations.
Häusel: One thing is very important – for
the salesperson to communicate with the
customer on the basis of his own personality
and adapt his arguments to correspond
to the respective type.
IF: Thank you very much for this conversation!
hoe ➜ www.haeusel.com
InteriorFashion 1|2013
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