Sales Psychology

Selling your product to the right customer is key. But selling is much more than getting the numbers right and making your financial plans fit into reality. Selling is highly dependent on soft skills like knowing the mental processes that involve human decision-making. Economics is a science that belongs to the category of the humanities alongside psychology, sociology, and philosophy. These are factors that have nothing to do with cold calculations and spreadsheets.


The following blog post summarizes my journey of learning and growing in the field of marketing and sales, in which I share some of the tips and tricks I’ve picked up along the way. The goal of this blog post is to provide you with a guide to understanding and mastering the art of selling, based on my experiences as an entrepreneur, trainer, public speaker, and former musician.

Why should you learn about the psychology of selling?


Selling is an art form that has existed for thousands of years. It involves taking your company’s products or services and making them attractive enough to get people to buy them. When selling, it’s essential to understand the psychology of the buyer.
What makes him tick? Why does he buy what he buys? What buttons does he have to push to make himself purchase the items you are selling? In this way, you can design your sales pitch so that it will be more effective at “tricking” him into buying your goods or services. The good news is that once you learn about the psychology of selling, you can use that knowledge to make yourself a ton of money. (and a bunch of happy customers, which is also a nice thing to look back on)

How to use psychology in your sales process?


All humans have the same need for happiness. The way happiness is expressed can differ from person to person. Still, there are some consistent factors that we as entrepreneurs can ‘use’ to make the sales process more enjoyable and therefore more successful. Closing a deal is a human transaction that is not solely based on information about the matter of facts. Let’s take each one of these steps and look at how the psychological principles of persuasion can be used to get you to the finish line.
In this article, I will share my personal experience and knowledge of using psychology in your sales process. We will look at the following areas:

Know
At some point, a potential client knows about your service or company. It’s that famous ‘first impression moment.’ One thing that is important with first impressions is that they set the tone for all that is there to come, if any at all. Therefore, your first impression must be a good one. This is where most people go wrong. What they do is, try and “sell” the person on hiring them far too soon. This almost always backfires because people are very savvy nowadays and can tell when you try to sell them something. You don’t ask your date to marry you on the first night out, do you?

Like
Being able to like somebody is a particular state of knowing. In that state, the client has decided based on your values. This state is different from the known state in that it deals with facts, whereas liking is about the story or evaluation a person makes about the matter of fact. What does it mean to “like” somebody? Well, in our daily life, it means that someone has you back. It means that a person is like a friend and standing with you, even when things get hard. It means he will be there for you when things get tough. It means he cares enough about you to want the best for you. From the business owner-client perspective, it means that the client has enough emotional connection with your business to make the effort of investigating more.

Trust
You can not trust someone if you do not know him and have some positive evaluation about that person. But to trust someone takes a lot more than just that. As humans, we are fully aware that our trust can be violated. It is an experience that no one can entirely escape. So, to trust someone means feeling safe enough about a person that we feel comfortable enough to follow along in areas we do not know.
Trust is a vital ingredient for any relationship to work. But it is especially important in business relationships. Without it, you will never be able to move forward with any project with both profit potential and risk associated with it. But, how do you gain someone’s trust when you don’t even know them? There are two ways to do this. One is to earn the respect of that particular person, and the other is to gain the trust of a group of people (or an organization) that that particular person is affiliated with or trusts. Let us examine each of these separately.

Respect

Trust is based on the feeling that our interests are respected. When we trust someone, we give that person the freedom to do what he/she wants, and we will accept the consequences as they come. In return, we expect that he/she will not violate our trust, and we would feel safe to follow along with him/her. Respect is a feeling of appreciation or admiration for another person or a thing. Respect can be earned by being trustworthy and honest, and this is why people often like to hire or buy from someone who has proven his/her trustworthiness.

Summarize

Selling is an art form that has existed for thousands of years. It involves taking your company’s products or services and making them attractive enough to get people to buy them. Once you learn about the psychology of selling, you can use that knowledge to make a ton of money. What does it mean to ‘like’ somebody? It means that someone has your back, even when things get tough.

Being able to like somebody is a particular state of knowing. This state is different from the known state in that it deals with facts rather than emotion. Trust is based on the feeling that our interests are respected. When we trust someone, we give that person the freedom to do what he/she wants. In return, we expect that he/they will not violate our trust in areas we don’t know.

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