An event titled “Psychology of Persuasion and Sales Techniques” was organized by the Advertising Department of the Faculty of Communication at Üsküdar University. 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. Within the scope of the event, attention was also drawn to the critical role of emotions and trust in the purchasing process.
The event was held at the Fuat Sezgin Conference Hall of Üsküdar University South Campus.
Yıldız Yıldırım and Ayşegül Koçak attended the event as guest speakers. The program was moderated by Dr. Öğr. Üyesi Özgün Arda Kuş from the Public Relations and Publicity Department of the Faculty of Communication at Üsküdar University.
Yıldız Yıldırım: “Consumers seek consistency”
Yıldız Yıldırım addressed the theoretical foundations of the psychology of persuasion, the neurological bases of consumer behavior, and modern marketing strategies. Describing Robert Cialdini’s seven principles as the steps of a ladder, Yıldırım stated, “When our brain approves or rejects a purchase, we are often not aware of this at the first step. In other words, we do this unconsciously. Something that is preferred more by one group compared to another appears more attractive to an individual. Even choosing to enter a crowded cafe instead of an empty one while walking down the street is a very clear example of this. The decision structure of the human mind initially enables us to do this unconsciously. However, consumers want consistency. The sale takes place and ends, but regardless of who the consumer is, the trust you provide and deliver remains.”
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 explained in detail how this knowledge integrates with sales techniques, digital marketing practices, and artificial intelligence. Emphasizing that the world of sales has evolved, Koçak highlighted that today solutions are sold rather than products.
Stating that sales have moved beyond physical stores into a digital world and that marketers influence customers’ emotional decision making mechanisms in this process, Koçak said, “By effective sales, we mean the art of understanding people built on trust and empathy. Sales have moved out of the store and evolved into a digital world. In the past, sales and marketing focused on products, but now we no longer focus on products, we focus on solutions. We present what will come before the customer in a more implicit way. This is not manipulation or intimidation, but rather offering insight. How you highlight what you present to someone is what draws attention.”
The event concluded with a question and answer session followed by a group photo.