Psychology of Sales Pt.2

In the article 8 Sales Psychology Principles, Brandrick and Walton discuss several different psychology principles that are relevant to sales.

• Authority Principle – Buyers are more likely to trust a salesperson when they thoroughly know the product they are promoting and are able to answer specific questions about it. For example, it would be helpful for the seller to understand where the product is among competitors and how it differs from other products. Additionally, it is especially valuable if the salesperson can empathize with the customer as a result of their own personal experiences. Sometimes, this involves guiding the customer through their purchase decision to minimize stress related to choosing from an overwhelming number of options.
• Comparison Principle – People are more likely to make a decision when options are placed in context. Customers often ask themselves comparative questions. A seller can use this strategy by giving the customer honest information about other competitor products, which will allow them to make the most informed decision possible. However, keep in mind the “choice paralysis” that may occur if you overwhelm the buyer with many options. Instead, choose two or three competitors to discuss and compare. If the customer brings up a particular competitor, make sure to focus on that one. Additionally, do thorough research of competitors to see how your product or service stands out. These are the values and benefits you can emphasize in sales conversations, when prompted by the potential buyers.
• Because Principle – Make sure to give the buyer founded evidence behind the value of the products you are discussing. This will often take the form of reviews or personal experiences from other customers. You should also focus only on reasons that are specific to the customers. After completing a thorough investigation of the customer’s interests, passions, desires, problems, and pains, you will be in a much better position to highlight the product.

Citation:

Sales Enablement Collective — 8 Principles of Sales Psychology
https://www.salesenablementcollective.com/8-principles-sales-psychology/