Have you ever wished that you had a crystal ball that told you what your customers were thinking? As
salespeople, we can all benefit by understanding the customer’s exact needs in order
to make more sales.
If you’re an effective salesperson, there’s
a good chance it’s thanks to an aptitude for
understanding a client’s frame of mind. The
field of psychology offers several insights
into why certain sales techniques are effective.
If you can understand these insights, you’ll
be able to develop an even more impressive
edge in selling.
So if you want to improve your sales
technique, try these suggestions:
1)FirSt iMpreSSionS: Focus on emotions Our brains are wired to focus on emotions before logic, and first im-pressions have a big impact on what your client ultimately decides about
your product or service. This is why it’s crucial to focus on making customers feel good on an emotional level first, before following up with facts.
2)Cognitive DiSSonAnCe: get clients on board early Cognitive dissonance is the idea that people are committed to a
certain perception of themselves, and that they will tend to avoid putting
themselves in situations that negate this perception. In terms of sales, it’s
effective to ask questions that will get customers “on board” in small ways
early in the interaction.
Having clients agree that a particular feature is useful, or that a service
could save them time, makes them less likely to disagree later on.
3)Follow the CrowD: “here’s what our other clients think…”
Humans are social, and your clients like to know that other people are
benefitting from your product or service. Being able to share positive feedback from prior clients, or even simply starting a sentence with the phrase,
“Here’s what our other clients have done…” can go a long way toward
4)StorieS, not StAtiStiCS: The power of anecdotes Similar to the idea that emotions are more powerful than logic,
anecdotes work better than statistics in convincing clients to purchase
your product or service. In other words, telling the story of a single
satisfied client can have more influence than citing statistics from
hundreds of clients.
5)SCArCity: “For a limited time only” Scarcity makes people eager to buy. There are a few ways to establish
scarcity in what you’re selling. You can offer an exclusive number of spots
for a service, sell a limited number of items, or set a timeframe for your sale.
Brian Tracy is CEO of
business training firm
Brian Tracy International
and the author of the best-selling
“Psychology of Achievement.”
Jumpstart your sales from the field of psychology
6)BUilD ConFiDenCe by giving an out
When your clients feel comfortable about
their relationship with you, they’ll be more
confident about closing on a sale. Although
it might sound counterintuitive, giving
clients an “out,” or otherwise maintaining
a low-pressure attitude, will build your
7)reverSe pSyChology: let them sell to themselves
Although this point isn’t technically
reverse psychology, it’s a similar idea. Give
your client reasons to defend what you’re
selling by mentioning that they seem to
be more interested than you expected, or
that you’re not sure whether a product or
service is right for them.
By giving a client a reason to defend what
you’re selling, they’ll craft their own argument about why they should close the sale.
8)whAt’S in it For theM: Make benefits stand out
Your clients are naturally oriented toward
paying attention to risk. That’s why you
need to minimize risk and make it easy
for them to see the rewards of buying your
product or service.
What can the product do for your client
in terms of saving them time, money
or effort? If something appears to be a
risk, can it be reframed as a benefit? For
example, does a higher price translate to
more savings in the long run?
Ultimately, it’s essential to be sincere in
your sales interactions. People don’t like to
be manipulated and will feel embarrassed
or angry if they feel as though they’re
being deceived. The tools above are most
effective if they’re genuine. RA
The purpose of psychology
is to give us a completely
different idea of the
things we know best.