This article is the third and final segment of a three-part series discussing psychological techniques which can be utilized to gain business and secure the sale. In the previous part, I discussed the importance of keeping your customers happy, attending to them individually, and how to make an offer that no one can refuse. This final part will show you three more ways to secure the sale using psychological techniques.
- Act friendly and take note of your body language. In Psychology, “the chameleon effect” refers to the human tendency to mimic the emotions and actions of others (also called matching and mirroring). It’s the reason why you have to be so careful with how you come across before you start making your sales pitch. If you act too pushy, your customer may copy your behavior and push back, subsequently ending your chance to make a sale. On the flipside, if you act friendly, your customer will be more willing to be friendly as well – or at least listen to what you have to say. Additionally, your body language is crucial. As you may know, body language plays a major role in the way we perceive others on a subconscious level. The chameleon effect shows that the body language we display will be mimicked back toward us. Remember to be aware of how you come across.
- Focus on the opening and conclusion of your pitch. You’ve probably heard that to have the best sales pitch, you have to have a phenomenal opening and a fantastic conclusion… but why not have a great in between as well? Although you shouldn’t ruin your chances in the middle of a conversation, it’s less likely that you will. You need to gather favorable attention at the beginning, that is often created with intrigue, told through a story. According to the serial position effect, humans will typically remember the beginning and ending of a conversation or a list with more clarity when recalling the facts later. So, if you’re attempting to gain a sale and you have a list of benefits, you want to make sure that you save the best for first and last.
- Understand your potential customer and guide him. It’s important to understand what is going on inside of your customer’s mind. As marketing guru, Dan Kennedy, says, start with the conversation happening in the customer’s mind. A psychological term “cognitive dissonance” is used to describe the process that occurs when someone has to make a choice that contradicts a previously held opinion, such as how much money to spend that day. For example, if a product you are selling is going to cost a great deal of money, it’s expected that your customer is going to feel uneasy and may even become hesitant, right? This is due to the push and pull between wanting the product and not wanting to spend the money. Humans don’t like what is contrary. So, you have to understand what is happening in your customer’s mind and then gently guide him toward the sale by showing more benefits than contradictions.
Throughout this series, you have learned all of the psychological tools you need to succeed in appealing to your potential customer’s mind. From Maslow’s Hierarchy of Needs to the scarcity principle to the chameleon effect, the nine psychological techniques discussed within this three-part series will arm you with everything you need to secure the sale.