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The psychology behind better sales

Understand the psychological techniques that will make you a better salesperson and ultimately sell a lot more
Doug Tucker

/ Last updated on 15th October 2017

Psychology is a golden key that can open the door to more sales conversions – it’s a fact.  But what is sales psychology and how can it benefit you?

Related: 5 Advanced selling skills

Getting yourself sold

If sales is your religion (and it should be), the products and services you are selling should carry your faith. Or, put another way, before you sell to others, you should sell your product or service to yourself. It’s the first step in sales psychology. And if you have complete faith in what you’re selling you have more chance converting others to your faith.  But how do you know if you’re sold or not? Try this: Get a piece of paper, draw a line down the middle and title the left column “Not Sold” and the right column “Sold”. Now list out all of the features or aspects of what you’re selling in the relevant columns. I do this exercise at least twice a week.

Now you’ll end up with elements of your product or service that you’re not totally sold on – and you can act on that until you get absolute confidence in what you’re selling. Only then are you ready to sell.

Balancing confidence and enthusiasm

Having complete faith in what you’re selling will give you huge confidence, and that’s essential for any sales person.  However, remember in a sales situation overconfidence is as bad as a weak, nervous, dull presentation. Rather than pumping yourself up and going like a bull at a gate, whatever you do, don’t come over as a kid who has drank too much coke or worse still, a narcissist.

So remember – be confident and enthusiastic but be humble at the same time. There’s something magnetic about someone who is quietly confident in their abilities and capabilities, and that’s the person you want to be.

Understand your client

Here’s some business psychology that sounds so simple and straightforward that you’re probably thinking why am I mentioning it here? Don’t tell me about understanding my client I can hear you say. Well, I am going to tell you because one of the main reasons for sales failure is the (not so) simple art of understanding your client.

Okay, so you’ve identified that your target has a potential interest in your product or service. Now take an interest in them. If they drink coffee, you drink coffee. If they like cricket, you like cricket – even just for the duration of your sales pitch.

Find a way to make your presentation, or the conversations and ad-libs around it, as personal as you can. It takes effort and guile to get right, but by becoming like them you’ll be them, and they will buy.

Don’t offer more – offer less

The choice is great, but there’s way too much of it out there. Every day your client is bombarded with choice and the poorer sales person will only add to that confusion. You know your product or service backwards. You have complete faith, knowledge and confidence in it. Now use those attributes to effectively reduce choice for your clients.

The best way to sell less more often is to categorise. Break features, products and services down into easily digestible chunks then offer those to your client. The simpler you can make things, the easier it will be for the client to understand them. Do this, and you’ll be rewarded with sales.

Better sales through psychology

Here we’ve looked at four basic principles of better sales through psychology. There are, of course, many more and these can be found in my book “Sales Commando Unleash Your Potential”. But always remember, have complete faith in your product or service, exude confidence and curb enthusiasm, and use your knowledge to simplify what you’re selling. Believe me, it works.

Related: Essential selling skills

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