“To Sell Is Human”, or at least that is the title of a book by Daniel Pink, one of the most successful salespeople around. We are constantly trying to sell something, whether we are selling ourselves at a job interview or trying to sell our partner on our idea for next summer’s holiday. So why not boost your chances of success by using the psychology of selling?
We all know the basic tricks that salespeople try on us, such as discounts, lowest prices and bargains. Here, however, we will focus on the psychological principles of buying and selling, building trust and using what psychology tells us about customer behaviour, so that we can offer customers what they really need.
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Principles of sales psychology that will help you succeed
The psychological principles of selling can really be summed up in the popular maxim “do not do to others what you would not want them to do to you.” Just imagine yourself in the customer’s shoes. Nobody wants to be pushed into buying something they do not need, to have their intelligence underestimated or to be pressured.
On the contrary, everyone wants the other person to listen actively, understand their needs and genuinely want to help them sincerely. Psychology has also looked at this through numbers and studies, and offers these 11 principles of buying and selling that really work in the world we live in. Even if they take a bit more effort than simply shouting “lowest prices”.
1. Be human
When people hear the word “salesperson”, most imagine someone pushy who pressures them into buying something they would not buy on their own.
The numbers also speak clearly: only 17% of salespeople consider themselves pushy, while 50% of potential customers say the opposite. How can you avoid falling into this stereotype?
Be yourself. Be human.
It may sound like a cheesy motivational poster, but it is also an effective sales technique.
Here is why: customers want to buy from someone who is open, honest and authentic.
- 86% of consumers say authenticity is a key factor when deciding which brands they like and support.
- 56% of customers stay loyal to brands that “understand” them.
- 89% of customers are loyal to brands that share their values.
Authenticity and humanity make you more trustworthy. And being trustworthy and authentic is a useful sales tactic. Especially when you give your customers something they want.
2. Tell a story
When you have a product you are very proud of, it can be tempting to include every detail describing this amazing product. However, for most people a list of features is far less persuasive than a story that touches your audience’s emotions and connects to the product.
When we hear a story, our brain works differently: all our neurons light up and link information together, which helps us remember more. We know from sales psychology and neurology that we are wired to respond to stories in which we can picture ourselves. Making your customer the hero of your brand’s story helps them imagine using your product and benefiting from it. Storytelling is an art that sells.
Writing a sales page is a great opportunity to start building this connection. One of the best ways to tap into your customers’ emotions is to tell a story, and to make your customers the main character while doing so.
3. Use social proof and expert proof
People are herd animals after all, even if they would rather not be. With many products, it is hard to tell in advance what benefit we will get from them and whether they will really meet all our expectations. In some cases, we have no choice but to trust that the product really works, because its effect is hard to observe (toothpaste, for example).
This is where reassuring words come in, either from people who have already bought the product and were satisfied, or from experts who better understand what effect the product will really have. Do not hesitate to place these testimonials on your website and, in face-to-face meetings, mention successful projects where your product has helped.
4. Appeal to emotions
Emotions are a fundamental part of life. They drive us and play a large part in our decision-making. And this is despite the fact that we think of ourselves as rational, logical beings.
A study by neuroscientist Antonio Damasio found that emotions are a central part of practically every human decision, including decisions about shopping.
🎓 Did you know: Customers who feel emotionally connected to a brand are 306% more likely to stay with that brand for life.
Customers usually buy products because they want to feel a certain way or want to fulfil an idea, a vision or an ideal. Find out what your potential customer’s inner motivation is and help them make it a reality.
If a customer is buying running shoes, it is because running makes them want to feel fit or because they want more self-confidence. Help them see how these shoes will help them reach their life goals and what emotions they will feel along the way, and use this when selling.
5. Offer a limited number of options
Believe it or not, less is more when it comes to selling. If you try to give your potential customer too many different options, it will only make it harder for them to decide what they actually want.
If your potential customers waste time on the decision-making process, they will most likely become frustrated, then leave without buying. This phenomenon even has a name: “decision paralysis”.
If your company sells a large range of products, offer your client only those that are relevant to them. Do this decisively and clearly, so the client has no doubt that this particular product or service is the right one. Instead of showing all your products at once, divide them into categories to simplify the offer. Or ask the client exactly what they need and present only the solutions that match their needs.
6. Create a sense of urgency
We all have it in us: the fear of missing out. It is one of the things that is easy to work with in sales. Offer the customer something that is available only now. Give them a reason to buy your product right now rather than later.
Statistically, sales increase by up to 300% when an offer creates a sense of urgency in the customer. You should definitely add this insight from sales psychology to your toolkit.
Remind your potential customer that they can minimise their losses by buying sooner, and explain why it is in their best interest to buy the product right now. This could be a limited-time offer, limited stock or limited capacity.
However, you should not underestimate your customers. If you create a sense of urgency artificially and often, you will only lose their trust.
🎓 Did you know: On websites and online shops, this urgency takes the form of boxes that count down the time and also show how few items are left. They push you into buying something that is an exceptional deal and in limited supply. Many large online retailers have mastered this technique brilliantly (in the Czech Republic, for example, the biggest e-shop Alza.cz).
7. Create reference points
We all compare things constantly. That is an undeniable fact. We cannot determine the value of things without comparing them. Heureka.cz and other online comparison sites grew out of the need to compare prices. When we want to borrow money, we compare loans. And when we want to invest, we compare investment opportunities and platforms.
When customers want to invest or buy something, they compare the products of different providers. This means it is not necessarily about the value of each product on its own, but about whether one product works better than another. Be ready to present your product in comparison with competing products.
This comparison also works between your own products. If you create several similar products for the customer to choose from, you help them create a reference point that makes it easier for them to work out what they really need.
8. Appeal to all the senses
Most salespeople focus on only one human sense, depending on the product they sell. Yet product descriptions can often draw on several senses. As a result, the client can better imagine the situation in which they will use the product. As the idea becomes more realistic to them, they are also more willing to buy.
💡 Tip: This allows your potential customer to imagine, before buying, how they will actually use the product and enjoy it.
You can appeal to the following senses:
- Sight
- Smell
- Hearing
- Touch
- Taste
If you are selling a touch-typing course, tell the client what it will be like when they hear the steady clatter of the keys and feel their fingers running across the keyboard practically on their own. They will be able to look only at the screen, or even talk with their customer while typing what the customer is saying (4 senses, only taste is missing).
9. Trial closing
This technique is essentially an attempt to recognise whether the client is ready to close the deal, or to find out where the main obstacles lie.
The aim is to hold a conversation in which you gather important information from the customer. Trial close techniques are often questions that help the client get used to the idea of buying without pressuring them to close the deal.
Asking clients questions is a key sign that you care not only about the sale but also about the client’s satisfaction after the purchase. This is especially necessary when larger amounts are involved. At the same time, you are helping the client with how to get rid of stress and anxiety about the purchase.
Here are a few examples of trial close questions:
- “Does this product match what you originally had in mind?”
- “Do you agree that the product could help you, or are you looking for something else?”
- “Do you understand all the details, or can I explain anything further?”
10. Surprise your customers
Many psychological studies have shown that the human brain is constantly trying to guess what will happen, predicting the words the other person will say and working out what will happen in a moment. And if something familiar changes, it triggers surprise and curiosity. People also remember better what surprises them.
If you use this technique in your advertising or slogan, you will certainly stick in the minds of your potential customers. In the same way, you can surprise your customers in person by showing genuine interest or using humour. Or perhaps by speaking honestly about the value you bring and what you are working on.
11. Encourage reciprocity
Provide a pleasant environment or make a kind gesture. Show that you are truly interested in your customer and sincerely care about their wellbeing. Psychology showed long ago that people tend to repay in kind. And just as in any other setting, people respond positively to positive behaviour.
A trick that almost everyone already knows about, yet still works, is offering mints along with the bill. Customers then tend to leave a bigger tip. But in this case, it is a cheap trick. Try something more genuine: offer real interest and a willingness to help, and the customer will repay you with real trust and share important information that allows you to offer them what they need and what will satisfy them.
The best books on selling
If you are interested in the psychology of selling and one of your life goals is to master this art, here is some final inspiration in the form of the best books on selling.
- To Sell Is Human: Daniel Pink
- Pre-Suasion: Robert B. Cialdini
- Never Split the Difference: Chris Voss
- Emotional Intelligence: David Coleman
- Buy-ology: Martin Lindstrom
Self-development books by the best in the field can always broaden your horizons or offer a new perspective on a reality you think you know like the back of your hand.
