The last time you purchased a product or service, did you rationalize that purchase, or was it more of an emotional decision? You may be surprised to realize that the vast majority of people when making a purchase decision, buy on emotion and then later rationalize their decision with logic. Knowing this and many other psychological reasons that sales work (and don’t work) will help you enjoy a long career as a very successful salesperson, no matter if what you’re selling is a physical product, an intangible product, or a service.
There are so many aspects of the psychology of sales, that there are volumes upon volumes written on the subject. It’s a great idea to study these tomes, but here, I’ll give a general overview of what sales psychology is.
The first thing is to know your audience. Who are you selling to? What keeps them up at night, where does their pain lie, and how does what you offer help to alleviate that stress and pain? Truly getting inside the mind of your customer and how they think will give you the key elements to a successful sales pitch when you do finally have their attention.
The person you sell to needs to know that you understand what their problem or issue is. As human beings, we need to feel validated, understood, and cared for. Addressing this in your sales copy, or your sales script will help it become much more effective, resulting in more conversions, and a distinct advantage over your competitors.
Don’t be afraid to address your ideal client’s fears in a way that will wake them up! Sometimes, your buyer will be more afraid of what they could possibly lose, than what they could gain. Use that tip to your advantage when talking to clients.
Your customer’s perception is the key. How they view you – whether they trust you or view you with suspicion – will make or break your sale. So don’t just try to act trustworthy…actually BE trustworthy. Don’t just try to act as if you care…you really do need to care.
In our current societies, we are being sold to nearly every waking minute of the day. By honing in on the major aspects of the psychology of sales, you’ll find that you are received more warmly, that you sell more of what you’re offering, and that you are more fulfilled while selling it!