An event titled “Psychology of Persuasion and Sales Techniques” was organized by the Advertising department of Uskudar University Faculty of Communication. During the event, consumers' decision-making mechanisms were examined from a neuromarketing perspective, and Robert Cialdini's seven fundamental principles of persuasion were explained with detailed examples. The critical role of emotions and trust in the purchasing process was also highlighted within the scope of the event.
The event was held at Uskudar University South Campus Fuat Sezgin Conference Hall.
Yıldız Yıldırım and Ayşegül Koçak were guests at the organized event. The program was moderated by Assist. Prof. Dr. Özgün Arda Kuş from the Public Relations and Advertising Department of Uskudar University Faculty of Communication.
Yıldız Yıldırım: “Consumers Want Consistency”
Yıldız Yıldırım addressed the theoretical framework of persuasion psychology, the neurological foundations of consumer behavior, and modern marketing strategies.
Yıldırım, defining Robert Cialdini's 7 principles as steps on a ladder, said; “Our brain might not be aware in the first step when approving or rejecting a purchase. In other words, we do it unconsciously. Something always seems more attractive to a person if it is preferred more by one community compared to another. Even our tendency to enter a crowded cafe instead of an empty one when walking down the street is a very clear example of this. The decision-making structure of the human mind actually enables us to do this unconsciously at first. However, consumers want consistency. The sale happens and ends. The trust you provide and give to the consumer remains, regardless of who is in front of us.”
Ayşegül Koçak: “Effective Sales is the Art of Understanding People, Built on Trust and Empathy”
Ayşegül Koçak took over the theoretical framework left by Yıldız Yıldırım and elaborated on how this information merges with sales techniques, digital marketing applications, and artificial intelligence. Koçak stated that the sales world has evolved, emphasizing that now solutions, not products, are being sold.
Koçak stated that sales have moved out of stores and evolved into a digital world, and during this process, marketers influence the customer's emotional decision-making mechanism; “By effective sales, we mean the art of understanding people, built on trust and empathy. Sales have moved out of stores and evolved into a digital world. Previously, sales were product-based, and marketing was also product-based, but now we don't do it based on products; we do it based on solutions. We present what's to come to the customer in a more suggestive way. It's not manipulation or intimidation; rather, it's offering an insight. When you present something to someone, how you make it shine is what attracts attention,” she said.
The event concluded with a group photo session after a question and answer session.