Psychology Of Sales

Selling is not an easy transaction or process, rather, it is a step that involves emotional, perceptual, and cognitive aspects from the two parties that make up the transaction. The salesperson’s decision is based not only in the mind but also in the heart. This shows that whenever selling or buying occurs, reason is not the only factor in the process. To the seller, knowing people’s behavior is highly important in order to convince the clients to buy the product. The salesperson must carry out their part by making the customer feel good about him, building up trust, and understanding the customer’s pain if he wants the customer to buy the product. It is a fact that people do not buy things; they buy solutions to problems. And so the salesperson always positions his or her product as being the solution to the buyer’s problem. With principles of reciprocity, social proof, and scarcity, the salesperson will try to create that urgency and temptation. It means once a customer sees that other people use this product and get results or believes that the product is less available, it will make it more likely for him to buy. Depending on the context, the buyer may be led to experience either fear of losing money or pleasure of spending it. Research has found that the brain actually processes the loss of money in the same way as it processes pain in the case of physical injury. Companies use discounts, premiums, and bundles to make customers feel they are getting a good deal. On the other hand, if someone feels they must, the act of spending can be exciting when it hits deep emotional needs, something tied to status, comfort, or even improvements. This is what luxury brands accomplish by making their customers feel important and by giving them a sense of status.