Working in sales means having to pay attention to the psychology of people, both prospects and existing customers, with whom we are dealing.
We know how important communication, or the way we communicate to people, is in the seller’s work, since our goal is to be effective and accompany the person to purchase our product / service.
In order to achieve this goal, we first need to understand who we are dealing with, their needs, their psychology, and the unconscious dynamics of the buyer. In this way we will know what to present to him and how to behave. We can therefore say that effective communication and the psychology of sales are very correlated, although they require sometimes different skills and abilities.
Let’s review some psychological techniques and principles to keep in mind.
- Listening to the prospect’s needs
The first thing to do when building a relationship of trust with the potential buyer is to activate our ability to listen to their needs. Using empathy we will be able to see the problem from the potential customer’s point of view and thus understand how we can best respond to their needs, both the ones expressed explicitly and those not.
- Adapt the tone we use
When we address a potential client, in order to be effective we should try to modulate our tone of voice. We will undoubtedly have to listen to the person with whom we speak, and try to understand the person’s personality, but in general it can be useful to assume a tone that is able to show and convey confidence with respect to the product and service we are offering.
- Respond quickly
If a prospect asks us a specific question or has any doubts related to the product or service we are proposing, we should try to respond quickly to reassure him of the validity of the product, service and of the company we are representing and create a sense of safety and reliability with us. This approach allows us to generate greater conversions as it captures the interest of potential buyers at the right time.
- Call at the right time
Contacting a possible buyer means understanding the most appropriate time for that person on the basis of what you want to propose. Will it be in the morning, in the afternoon, during the week, on the weekend? We can also use our past experiences and the approaches that have worked the most to help make this decision.
- Offer the choice without creating confusion
A good technique can be to offer our prospect more choices, this will give him the impression of having more possibilities and being able to choose the best one for him. At the same time, we must not provide too many, because having too many choices can be confusing and increase uncertainty in people, risking that the choice made is none of those proposed. A good number of options is between 2 to 3, where the first option is the one most chosen. We can present multiple options easily by using digital tools such as those offered by Apparound, which allow you to configure products and services in real time by showing different options.
- Transmitting exclusivity and desire (FOMO – Fear of missing out)
The fear of missing an incredible opportunity has been defined as FOMO (Fear Of Missing Out) and this emotion can work in our favor. For example, we can offer discounts that are valid until a certain date so people will feel they have to make a decision right away.
Also, to convey exclusivity and desire, it is useful to show other companies who are working with us, who use our services and our products. We can show their logos, reviews, and their results, ensuring that we try to refer to companies in the same industry as our prospect.
This approach works because people tend to do what other people do, so if they read positive reviews, they are more likely to choose to use and enjoy the same product.
- Leverage the principle of reciprocity
Another principle that can be leveraged is that of reciprocity which states that giving the prospect something for free ingratiates him and impels him to continue the relationship in some way by giving something in return, whether it is replying to an email, asking for a demo, or finalizing a purchase.As we have seen, there are general principles and techniques related to the psychology of selling. We can try to apply them and see the results we obtain with our prospects. We should keep in mind that everything we experience can then be adapted to our way of approaching and proposing to people, so we constantly learn from our own experiences as well as from listening to our prospects.
- A salesman is not a psychologist, but he cannot ignore some basic elements of psychology when building relationships that work
- There are a series of general principles and techniques that we can apply in our daily work
- Let’s keep training our sales teams to listen to customers’ needs