Known for his many years of experience in Business Psychology, Bridal Times had the opportunity to speak to Sebastain Fröder to learn how much of a role Business Psychology plays in understanding and connecting with your brides.
Sebastian Fröder from Psychology in Business
Sebastian, tell us what business psychology is and why is it important?
Business psychology deals with psychological processes in business. In other words, how people experience something, how they react and make decisions. Out of these preceptions, recommeded forms of action are formulated. So it’s a very applied science that directly affects success in business. It’s easy to see why it’s important. Customers are happier and may even prefer to spend their money with you.
Why do you think that business psychology is often overlooked in many work situations?
Currently, only 2-3% of companies use findings from business psychology in business practice. Simply because they do not know that this knowledge exists. Another reason could be that there is literature on this topic, but it is usually so complex or peppered with corporate examples that it is very difficult for a smaller company to use it.
How important is it for bridal retailers to understand business psychology and apply it in their daily work?
The topic affects everyone whose customers are people. And especially in areas where humanity and emotions are particularly present, psychology plays an even greater role. From my point of view, it is an important topic for bridal fashion retailers because the customers are about to make the biggest emotional decision of their lives. The customer wants to be sure that she has come to the right place and that she can directly feel the competence in the advice. It’s about security, sympathy and trust. With a little psychological know-how, this “I’m at the right place!” feeling can be generated much faster.
Would you say that just understanding the bride can help a bridal shop increase sales?
Definitely! Sales psychology can be an enormous lever here, of course never at the expense of the customers. The goal is to create win-win situations. And yes, with the right triggers, targeted words and knowledge of the perceived competence, an increase in sales is almost unavoidable.
Selling wedding dresses is a very emotional business. Can business psychology also help business owners to deal with stress and better master difficult situations?
Coping with stress is not my core competency, but my clients often tell me that working with me has given them a lot more relaxation because they are now sure that they are doing the right thing. So using the right words at the right time and being able to better assess their own effect.
We are very excited to hear that you will be a guest speaker at the Bridal Business Coaching Summit in June! Without spoiling everything, what can bridal shops learn from you?
We will delve into the world of rapid trust building and perceived competency. It is also about targeted formulations that give customers security and will also ensure one or the other sale.
Finally, how do you envision an ideal “mental vacation” for hard-working entrepreneurs?
Turn the cell phone off, good food, sleep in. But every person is different. I think it’s important to find a good mix of switching off and reflection, because we all want to be able to go full throttle again after the “mental vacation”.
We would like to thank Sebastian Fröder for this interview.
For more information in the German language, visit https://psychologie.biz/