Understanding and relating to your customer’s needs is the cornerstone of good marketing. People want to be understood, and being able to relate on a social level can increase your chance of making the sale.
Sales psychology can be defined as a process that studies the psyche of your target market to sell your services and products. Instead of convincing customers they need your offering, you find ways to market to their current wants and needs. There are a number of ways in which individuals buy a product or subscribe to a service. Some use logic and reason over emotion when purchasing new products. In other cases, the person buys impulsively and rationalizes the purchase later.
How Psychology Is Used In Selling
Sales psychology is a type of process that involves considering the psyche of your target market to. Instead of convincing customers they need your product or service, you find a way to market to their current needs and wants. There are different ways that individuals buy products. Some customers buy impulsively and rationalize the purchase later. In other cases, the person uses logic and reason over emotion when purchasing new products.
Sales professionals can tap into a customer’s emotions as a way to. A common mistake in sales pitches is focusing on costs. If a sales associate understands the values of their target audience, strategies can be used to show how the product (or service) stays in line with those values.
The 6 Principles of Sales Psychology
As a sales professional, it is important that you know these six universal principles of influence and how to apply them to become a skilled persuader:
- Reciprocity. An internal pull toward repaying what another person has provided us with
- Commitment and consistency. Once we make a choice or take a stand, we consistently work to behave in line with that decision in order to justify it
- Social proof. When we are unsure of something, we look to similar others to provide us with the correct direction to follow. The more people following that direction or action, the more likely we are to think it is the correct thing to do.
- Liking. We have a higher tendency of agreeing with people we like, and just as important, a higher tendency of others having to agree with us if we like them.
- Authority. We are more likely to say yes to others who are authoritative i.e. carry great expertise, knowledge, or experience.
- Scarcity. The principle of scarcity states that we always want more of what is less available or shrinking in availability.
5 Psychological Triggers to Help You Win the Sale
Recognizing the psychology behind people’s purchases can be a big advantage in sales. It allows you to better predict what the customer needs from you, facilitating smoother relationships and better communication.
As always in sales, one of the first steps is understanding your audience, and these nine psychological triggers allow you to build on this knowledge.
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