One of the greatest techniques of sales people who understand human psychology is to make you taste ownership of what they are selling. The moment you are ushered into a store, experienced sales people will let you look around but let you know that they are nod away should you need any help. They walk away and give you all the time in the world to scan their offerings. As you move from one set of items to another, they keep an eye on you to observe what captivates your attention. As soon as they get that feeling, they arrive in your midst as if by telepathy. They urge ข่าวฟุตบอลทั้งหมด you to go and try on that trouser in your hands. The experienced sales person is just urging you to get a feel of ownership. When you wear the trouser, look at your new look in the huge mirrors in the dressing room and get complimented by the sales people. You are sold. You have tested ownership. It is only lack of cash that can stop the sale.
Just watch hawkers who peddle children’s toys. As soon as they come across a parent with a child they do not rush to the parent. They go for the child and push the toy into the small hands. They know human psychology of wanting to own. The moment the child gets hold of the item it takes a lot of convincing to let go. Some sales are lost because the parent is genuinely broke, but many are clinched with simply that technique.
Remember Obama in the recent campaign, he emphasized Americans owning government and not him becoming president. The people were sold, because people naturally want to own.
That feeling of ownership is also true in football. Listen to football fans wherever you go, they will be bragging about their team or condemning the poor performance. They truly believe that the team of their choice is part of them. This is shared emotional ownership. Regrettably this emotional ownership is never complimented by football club management. Because of this fans do not feel much ‘equity’ in the club. They therefore never: attend games, buy merchandise, and respond to club calls as they should have done if they felt the bond.
That is what needs to change. Human psychology is about ownership. It is therefore imperative for the football club to start taking fans not as ‘our fans’ but as stake holders. Football is not music (it does not go out of fashion), people move from cradle to grave supporting one club. Bring them closer to the club. Create a bond between the club and fans. Campaigns should be put into place that not only recognizes fans as stake holders but as a major ingredient for the success of the club. Their presence in the stadium cheering on the club is as critical as buying and maintaining players.