The Psychology of Selling

Not enough sales representatives put in enough effort to understand the psychology, the
process of the Buyers journey. If one can put sincere efforts to understand the process, how
the Buyer decides, what influences the psychology of the Buyer and work on it, it can make
the lives of both Seller and Buyer easy with more Sales closes and Happy Buyers.

How many of us know our prospective customers?

Have we researched him enough through Linked in, social media? Do we know him well
enough?

Typically most prospects exhibit common characteristics.

First he is a consumer himself. He not only makes decisions to buy Industrial, software,
insurance, etc but also shirts, shoes just like you.

If he is a new prospect, he will delay the buying decision till such time he trusts you and is
completely satisfied with the offer.

However, as a consumer, he may also be an Impulsive buyer. He not only buys his
newspaper on a subscription but would also buy a paperback, a novel in an Airport store, a
cover, a title that catches his attention.

He did not plan to buy, he may not have needed it too, but he WANTED it and bought it on
an impulse.

In his personal life too, like most of us, he may order a TV, a PC ,a Washing machine from
Amazon or Flipkart.He might even buy a car without even a test drive(because an Auto
review magazine or an Auto review on TV indicated a superb buy).

He may also buy a new home without getting professional advice because he liked the view
or the location or proximity to a school or a Metro station.

What does this tell you?

It’s clear from the above that your prospect is probably an Impulsive Buyer under his
Business Like exterior.There were certain key WANTS that were satisfied by these products.

All you need to basically do, is to satisfy his WANTS and Create a Need.

Selling can be challenging. It’s a complex process of human behavior with no

shortcuts. You can make it easy and enjoyable ,if you take conscious and
deliberate steps, based on proven sales principles and techniques.

Here are a few key pointers from my experience which will help you enjoy your
Sales career and be successful at it.

Win Trust

People are always suspicious when someone is first introducing a product or service. A Sales
guy who is genuinely concerned about the Customer, one who is natural and cheerful, who
doesn’t resort to lies and aggression usually succeeds. Customers don’t care how much you
know until they know how much you care.
Be Sincere

Exhibit sincerity, exhibit that you care for the Customer genuinely. Do not resort to Flattery.
Compliments are fine. Compliments are based on truth while Flattery is insincere.
Customers meet several Sales guys every day and can spot a phony quite quickly, without
your knowledge

Create a Need

Most people have usually been sold based on whether or not how they feel, in the end, will
it will suit their needs.

Third party testimonials are one of the best ways to influence their final decision. They are
much more likely to decide to buy after they hear firsthand accounts of satisfied past clients
or customers.

Believe in what you sell

The most important aspect of winning Customers is to ensure you exhibit strong belief in
the product you sell. Customers can spot this. You can’t hide this nor can you fake it.What
gets customers to buy is your steadfast belief in the product which is easily spotted by the
way you communicate, the way you convey the benefits.

Know your Product

It’s important to know what you are selling. Customers today are well aware of what they
want to buy and they have done enough research online. You need to be able to field good
answers that gives them the assurance. You need to cultivate Credibility. Most importantly
Customers feel good and appreciate, though they may not openly say it, but they do
appreciate your expertise of the product and industry and reward you with a favorable
close.

Feed their Emotions

Buying is often an emotional decision. The perceived Benefits must be visible to the Buyer.
You need to be able to connect the product you want to sell,to their emotions.

You must be able to play on their Greed, Fear, Envy, Pride, Excitement –you must connect
these emotions to the Benefits of the product and a Close is most often assured.

Cultivate Customer Loyalty

Be sincere, look at the long term, not just this sale. Are you doing enough to cultivate the
customer for long term win win outcomes for both you and him?

Are you putting in credible efforts, Are you building a good rapport with him and his
associates. Will the customer think of you when he has a need? Have you done enough to
ensure a good mindshare and quick recall?

Selling is Psychology -saying, doing the right things, to create those “triggers” that makes
people want to buy. Master it.Enjoy it.Selling is a Noble profession. Go make a Difference
and get them to thank you.
(The writer is a Sr.Executive in a Tier IT Services Organisation and can be reached at
suneilrao@gmail.com)