The Psychology Of Sales

Willful Action: A person’s will can be divided into two components: Ability and Desire. Another way of saying this is “one will only do what they both want and can do.”

Ability: Easiest objection to overcome. Just appeal to the person’s pride, “Can you really not afford this?” If they really can’t then you are selling to the wrong person or group. “Experienced shoppers” know this is the fastest way to get a salesman to go away. Another possibility is the person’s spouse, company, etc. wouldn’t let them. Just appeal to their individuality “Do you ask permission to go food shopping too?”

Desire: This is where your skills as a salesman will shine. Someone who really wants something will do anything to have it. Once you get your prospect here there will be very little that gets in the way. Most people use two factors to make purchasing decisions: Value and Need.

Value: The hardest factor to sell on. People are affected by value considerations, but knowing that a purchase makes financial sense will not drive your client to buy now. Many people like to think of themselves as rational, but an immediate sale is an emotional process. A high values means low cost and high benefit.

Cost: Making your prospect think your product has a low cost can be difficult because as soon as you start using numbers most become skeptical. A good way around this is to ask them what they think they would spend somewhere else.

Benefit: The more the better. Paint them into the picture by repeatedly explaining how their life will be better with your product. The more areas you cover the better because everyone has different hot buttons, i.e. comfort, pride, safety, their kids, their dog etc.

Need: Show them how empty their life is right now without your product. Remember you are competing against all other purchasing decisions they are considering at the moment. This is how you appeal to their emotions by focusing on the two biggest motivators: Greed and Fear.

Greed: Most people want a better life. Your product is the key. It is best to sell from a position of strength, and to own the product you are selling. This way the prospect confuses your great and happy life with the product being sold.

Fear: It is hard to make someone afraid of not owning a product that they have never owned before (and people get skeptical quickly when you indirectly threaten them). It is better to make them afraid that if they don’t buy right now, the deal you are offering will be gone, forever.