Psychology in Sales

The connection between sales and psychology is much more relevant than what most may consider.  In every single sale there is the thought process of the buyer and seller.  In can be in everything from want or need, color, size, so on so forth.  Then beyond the decision itself is also the interaction between the buyer and seller.  How good the communication is, the persuasive ability of the seller, and so many other psychological phenomena take place during even the most simple of transactions.

You go into the hardware store and you have set in your mind what you need.  You need a quarter inch impact and you will only use Milwaukee because that is what you have always used.  You go to the section for tools and there stands a sales associate.  He approaches you and ask what brings you to the store to which you answer.  You can tell pretty quickly that the man knows what he is talking about as you walk toward the impacts.  Despite what you tell him in preference, he tells you that Dewalt performs better and the warranty is better.  You stand there and ponder which to choose now, your tried and true or another brand recommended to you.  Finally, you decide to accept his recommendation and go with the Dewalt.

Here we see a few instances of psychology in sales.  First, is personal preference in the Milwaukee.  Second, you look at the sales associate and analyze if you trust them and also if you deem them as someone who knows what it is they are talking about.  Third, the communication in this dialogue leads you to listening to what the sales associate has to say.  Finally, persuasion through facts and trust in this sales associate.  There is much more to psychology in sales but these are themes that are common in many sales transactions.