Four psychological truths to simplify sales

Buying behavior is mostly driven by emotions, which is then confirmed by logic. This is why psychology is important for salespeople to increase sales

11, 2019

5 min read

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LinkedIn's report "Global Talent Trends for 2019" highlights: Over 90 percent of talent seekers think elementary skills are crucial in hiring employees, and 80 percent say these elementary skills are becoming increasingly important to a company's success.

Elemental skills, that is, personal skills that help people interact with others, may be different at the beginning of the startup or fortification. Interpreter and business philosopher Jim Ron recommends: "Use every opportunity to develop communication skills and showcase all your talents, emotions, flexibility and skills to influence people."

I liked the psychology course at college, which provided insights into human behavior in sales and business, the ability to build relationships. The best thing I have learned in this area is that purchasing behavior is driven mostly by emotions, which is then proven by logic. Any tutor can benefit from this lesson.

Body language tells the story

One of my first studies in the professional field was dedicated to human body language. Although body language is not a perfect indicator of human thought, it does provide sales representatives with important information to negotiate. I used this knowledge to successfully complete protracted sales deals early in my career.

We once tried to sell a large technology product to a corporate retailer. Our main supporter was a mid-level partner who would often help us out, but the negotiation (which seemed like an unavoidable option) was delayed, though he persisted even after a few weeks.

After several unsuccessful meetings, I concluded with her body language that she was tense: she was changing legs, far away from us, a typical gesture of discomfort or discomfort. At the same time, this posture was taken only when we were looking at a particular issue. By doing so, I realized that he could not solve certain problems.

At another such meeting, I asked him separately what he was worried about and what he was not saying. As it turned out, he was hampered by bad experience with specific products of this contact. As soon as we resolved these problems, it helped us get a $ 1 million contract in just a few weeks.

Here are some additional lessons I learned from practical and theoretical experiences in sales psychology:

1. Remember that great defeats will lead to great success

Ask the professionals what you remember best – the biggest recent win or defeat? I am a former professional poker player and I can honestly say that I felt good for only a few hours while winning $ 5,000, and for a few days losing $ 5,000. I also remember great deals on sales – I remembered the big losses for the better.

The intrapreneur should not allow himself or herself to forget the last failures for a long time. Concentrating on defeat can make you too cautious and even avoid the reasonable risk that is needed to succeed. Instead, research the causes of failure thoroughly (use the "Five Whys" or similar structure) and quickly relive this episode.

If you do not allow the failure to deepen and respond quickly, it will lead to success in the future. Real estate tycoon and investment show Shark Tank (Business Sharks) judge Barbara Concoran says her biggest successes came after the biggest defeats. He won first, then lost his job at the Shark Tank, but contacted the producers and regained the job.

"I told him that everything in my life was always going to fail, and I considered it a failure," Concoran said in an interview with Entrepreneur. I have mentioned dozens of situations where failures have become my biggest career opportunity … ”

2. Build a sense of trust and security

Security is one of the strongest human needs. If you tell your client that your decision is a guarantee of security, no matter whether it is financial loss or general discomfort – it will be much easier to get your bid.

Your offer should be a guarantee of security in both the product and the relationship with you. Keep in mind that rational decision-making is our logic. In her book How Customers Think: Basic Ideas for Market Perception, Harvard University professor of business Gerald Zaltman says that 95 percent of decisions are made unconsciously. Including in the field of procurement. Emotion, however, is one of the great driving forces.

Persuasive confidence, transparency in timing and timely communication are extremely important during the buying process. It is also important to have personal meetings when possible, or at least to demonstrate video. For people, visual signals are always the guarantee of an important response that builds confidence most effectively. Technology company found in a recent study that more than 41 percent of company salespeople use video ads to demonstrate products throughout their sales cycle.

3. Show potential customers how happy your customers are

One of the most powerful tools for any antiseptic is social proof. When people see how excited others are with their own purchases, they are more likely to do the same.

The French philosopher Rene Girardi has formulated a "mimetic theory" in which the desires of other people have a profound effect on the desires of others. This emotional driving force explains why influencer marketing has become so popular. Influencer marketing almost doubled on Instagram, according to research firm Klear. The public has been aware of what the Kardashians have known for years: social evidence is of great importance.

Businesses have various opportunities to effectively demonstrate social proof. Including thematic studies, quotes, links to relevant articles, etc. Whenever needed, use the types of people in the videos you tell the public about. Lastly: the more information a person or company is personified, the better. People are much more likely to be influenced when they identify with the people they are imitating.

Related article: 5 Ways to Increase Conversion to a Website

4. Learn and use tactical empathy

You might be mistaken if you think that empathy for employees in your organization is an established practice. Businessolver's Research "Empathy for the Workplace as of 2018" According to the survey, 92% of company executives think their organization is empathetic, but only 50% of employees say the same to the CEO.

In my company, I challenge the management and sales department to use tactical empathy, which teaches businesspeople to act at the emotional center of decision making, to build an emotional connection with the client based on shared experience. However, this method is not only effective in sales. Tactical empathy has made many conversations flexible – from personal relationships to team dynamics. At a time when things could have been much sharper.

The idea comes from the book "Always Negotiate as if Your Life Depends on It," authored by Chris Voss, an agent with the Federal Bureau of Investigation. This is especially important for ante-rangers who form teams and lay the foundation for their own corporate culture.

In essence, sales are a psychological exercise in negotiation. Can people view events as you see them and move them to act the way you want them to? Increase your chances of success by identifying what underlies buyer behavior and using related tactics.

Related article: 4 Easy Ways to Pay Attention to Millennials

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