What is Sales Psychology?

The use of  psychological techniques in small business sales and negotiations is a fascinating topic, and the knowledge and strategies it provides can be immensely beneficial to salespeople in every industry.

Sales psychology is about understanding and relating to your customer or clients needs, rather than forcing your product or service on a prospect.

The last time you purchased a product or service, did you ponder the decision and rationalize that purchase, or was it more of an emotional decision? 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 influence how sales work (and don’t work) will help you enjoy increased sales, no matter if what you’re selling is a physical product, an intangible product, or a service.

“People do not buy goods & services. They buy relations, stories, and magic.”

~Seth Godin

There are so many aspects of the psychology of sales, that there are volumes upon volumes written on the subject. In this post we will focus on a few places to start in understanding and applying the psychology of sales.

Know Your Customer

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.

Focus First On Emotions

The human brain is wired to focus on emotions before logic, and first impressions have a major influence on what your customer ultimately decides about your product or service. This is why it’s crucial to focus on making customers feel comfortable and feel good, on an emotional level first, before following up with facts and rationalizations.

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 and credible. Don’t just try to act as if you care…you really do need to care.

Use Stories, Not Statistics

Similar to the idea that emotions are more powerful than logic, anecdotes work better than statistics in convincing customers to purchase your product or service. In other words, sharing the story of a single satisfied customer can have more impact than citing statistics from a multitude of clients.

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, relating better to your customer or client, 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!

Sean McCarthy is a Certified Business Coach and the Founder of Loveland, CO -based Colorado Coaching Company.  Coaching can take place in person, over the phone or online. If you need help growing your business, shifting your mindset, call or email Sean at (970) 541-1099 or [email protected] to schedule your initial strategy session