This article is part two of a three-part series discussing various psychological techniques which can be utilized to gain business and secure the sale. In part one, I discussed the use of Maslow’s Hierarchy of Needs as the key to motivating customers and specified the importance of carrying yourself professionally. Additionally, I mentioned how social norms can impact how your potential customers respond to your sales pitches. Check out the next three psychological tips to help you gain customers and secure the sale.
- When selling, ensure that your potential customer is happy. In the brain, a section studied by many interested psychologists is the prefrontal cortex, as it is incredibly complex. The prefrontal cortex controls both decision-making and happiness functions. Roughly translated, that means that what makes you happy plays a role in the decisions you make and vice versa. So, to get your customer to make a decision, it has to be a product that will bring him happiness in some way. Theoretically, if your customer is already happy before you make your pitch, he will be more willing to accept, especially if it will make him even happier.
- Answer to your customer’s needs, personally, on an individual level. From childhood on, humans develop egocentrism, a grasp for self-worth that’s designed to keep us alive. Beyond the methods of psychology, egocentrism is actually a survival mechanism – meaning that it is an important mental process to consider in sales. While you (hopefully) aren’t selling your customer anything that would question his survival, you do need to show why the product is perfect for her in particular.
- Make them an offer they can’t refuse… for a limited time only! Humans love what we almost can’t have, due to a psychological phenomenon called “the scarcity principle.” This technique has been used by salespeople since the beginning of sales itself. The principle works as so: you tell a customer that you have a great deal, but – ever-so unfortunately – the deal ends soon. This causes your potential customer to act fast, allowing less time for consideration and weighing of pros and cons; rather, your customer will think, “Maybe I will need that later, but it won’t be available later, so I better get it now.” The scarcity principle works wonders if you have a great deal to give.
Educating yourself on various psychological tools for business sales strategies is the best first step in increasing your numbers. Stay tuned for part three of this three-part psychology sales series.