Brian Tracy shares eight psychology-based sales techniques: lead with emotional appeals, use small commitments to create cognitive dissonance, leverage social proof and scarcity, tell stories instead of citing statistics, and always show customers what's in it for them.
Eight Tips to Make More Sales Based on Psychology Brian Tracy always says, approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service. Have you ever wished that you had a crystal ball that told you what your customers were thinking? As salespeople, we can all benefit by understanding the customer's exact needs and in order to make more sales. If you're an effective salesperson, there's a good chance it's thanks to an aptitude for understanding a client's frame of mind. The field of psychology offers several insights into why certain sales techniques are effective. If you can understand these insights, you'll be able to develop an even more impressive edge in selling. So if you want to improve your sales technique, try these 1. First impression focus on Emotions Our brains are wired to focus on emotions before logic, and first impressions have a big impact on what your client ultimately decides about your product or service. This is why it's crucial to focus on making customers feel good on an emotional level first before following up with the facts. Number two is cognitive dissonance. Cognitive dissonance is the idea that people are committed to a certain perception of themselves and that they will tend to avoid putting themselves in situations that negate this perception. In terms of sales, it's effective to ask questions that will get customers on board in small ways early in the interaction. Having clients agree that a particular feature is useful or that a service could save them time makes them less likely to disagree later on. Number three is to follow the crowd. Humans are social, and your clients like to know that other people are benefiting from your product or service. Being able to share positive feedback from prior clients, or simply starting a sentence with the phrase here's what our other clients have done can go a long way towards reassuring clients. Number four is stories, not statistics. Similar to the idea that emotions are more powerful than logic, anecdotes work better than statistics in convincing clients to purchase your product or service. In other words, telling the story of a single satisfied client can have more influence than citing statistics from hundreds of clients. Number five is scarcity. Scarcity makes people eager to buy. There are a few ways to establish scarcity in what you're selling. You can offer an exclusive number of spots for a service, sell a limited number of items, or set a time frame for your sale. Number six is to build confidence by giving an out. When your clients feel comfortable about their relationship with you, they'll be more confident about closing on a sale. Although it might sound counterintuitive Giving clients an out or otherwise maintaining a low pressure attitude will build your clients trust. Next is reverse psychology. Although this point isn't technically reverse psychology, it's a similar idea. Give your client reasons to defend what you're selling by mentioning that they seem to be more interested than you expected, or that you're not sure whether a product or service is right for them. By giving a client a reason to defend what you're selling, they'll craft their own argument for why they should close the sale. Finally, what's in it for them? Your clients are naturally oriented towards paying attention to risk. That's why you need to minimize risk and make it easy for them to see the rewards of buying your product or service. What can the product do for your client in terms of saving them time, money or effort? If something appears to be a risk, can it be reframed as a benefit? For example, does a higher price translate to more savings in the long run? Ultimately, it's essential to be sincere in your sales interactions. People don't like to be manipulated. They will feel embarrassed, or even worse, angry if they feel as though they're being deceived. The tools we've talked about are most effective if they're genuine. So be genuine now. We'd love to hear from you. So our question today is are you in the right mindset when it comes to selling? Are you being genuine? Leave a comment below and we'll follow up with you. And thanks for watching. And as Brian Tracy says, if you want to change your future, take action. And take action now.
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