How to Use Psychology in Sales

Stuck on how to angle your next pitch? This article is for you! Buyer psychology plays a huge role in how your audience receives your sales message. You can sway the odds in your favor by remembering some key elements of the psychology of sales.

But how do you use the psychology of sales to target people’s psychological triggers and influence them to buy? Instead of asking yourself what consumers want in a product, think about what they want in life. There are 6 psychological triggers to keep in mind during a sales pitch.

1. People Want to Avoid Pain or Hardship

Your pitch should focus on how your product will make their lives easier. Humans are inherently lazy creatures, making convenience a big selling point. Your job is to make people aware of how their lives will get easier after owning your product (in a personalized way). Convenience and ease are enticing qualities because they allow the consumer to do what they have to do in less time, giving them more time to spend on the things they want to do.

2. Is this product useful, do they need it?

By using the psychology of sales, you can create a good sales pitch that shows a prospect why your product is useful. Usefulness is how people justify their purchases. This is the factor that changes a product from a luxury to a necessity. The perception of a product’s usefulness is a driving factor for how it’s talked about. If something serves a key purpose for someone, that person is much more likely to tell their friends.

If a product is considered truly useful, it’s value is justified and people are happy to spend their money on it. In their minds, it’s an investment. Your job is to make the prospect feel like your product is the way to conquer their goals.

3. Are they getting more out of it than they are putting in?

In life, particularly in sales, perception is everything. Customers want to feel that your product is not only solving a problem of theirs, but that ownership of it creates value in their lives. It’s important the customer feels like this is the best thing on the market for the price compared to the competition. People pay as much as they think something is worth, so if your competition is offering a similar product at a lower price, then the customer will probably think your product is worth the price you are asking. If this is the case, then convince them!

4. Go Deeper!

How can you make your customer feel connected to the product? Does your company support a bigger issue? It’s easier for people to feel aligned and find common ground if your company supports a bigger issue they can connect with. They feel an emotional tie to the company and are much more likely to support it.

This connection makes the company, and you, more memorable. Creating meaningful connections is a great way to stand out from competition. You don’t have to rely on causes your company supports, tell a story! People love hearing how a company came to be, from its conception to what the company is today. From humble beginnings, to overcoming struggles, people love to hear narratives they can connect with. It makes your brand feel more human and relatable.

5. Reciprocate!

People are more inclined to do a favor, if they feel like they are indebted to someone. If someone did something nice for them, they will want to do the favor. According to Robert Cialdini, a National Bestselling author and Psychology and Marketing Professor at Arizona State University, reciprocity is one of the 6 Principles of Influence. This principle will prove crucial in understanding the psychology of sales. In any industry of business, companies can find ways to give their customers something, and in return, get something. For example, if you can give consumers advice or a free consultation, they might decide that they appreciate your help and can use your service, therefore pushing them to sign up for a subscription and giving your company business.

6. Do I make you jealous?

Be honest, it feels good to have that one thing others don’t. It makes you feel superior. Don’t worry, you’re not alone! Humans are innately egotistical beings, making exclusivity a strong driving factor in sales. Exclusivity is created when the product or service is not easily accessible to everyone. In your next sales pitch implement this element of the psychology of sales and show why your customers can make their peers jealous by having your product.

So how can this information help you?

The psychology of sales is extremely important to remember in your next pitch. By keeping these six things in mind, you can tailor your message accordingly. If you’re selling new technology, address how purchasing it makes life easier.

Instead of explaining the value of your product, tell them how it creates value in everyday life. Help them connect with you through a moving story, or explaining how your company does their part in making the world a better place. Show how your product is better than what came before it, and play into their ego by letting them imagine how they’ll be better than their peers! Psychology is a powerful part of human nature. Activate these triggers in your next sales pitch to create meaningful experiences for your customers.