The Inside Of Sales Psychology


(By Loyd Ford) Do you sell potential clients?

Really. Think about it. You’ve got a tough customer. Or you have an easy one that just ‘comes together.’ Did you make that happen or were you just in the right place at the right time?

Most sales leadership focuses on the psychology of the seller, but the psychology that really matters is that of the buyer, doesn’t it?

What is going on in the mind of the buyer has a lot more to do with you selling a product than what is happening with you. While research consistently shows that having a positive attitude helps sellers in both the process and in successful selling, after that you should focus almost exclusively on how the potential client feels, what they see, how easy the process is for them. If you don’t put in the effort in advance to know your client, you will show up like a rookie on opening day.

Know Thy Customer + Sell
If you don’t know your potential customer today, you have fallen behind before you begin. Things move so fast and so do your opportunities to get close to the decision-makers in your market.

Today you have more resources than ever to figure out ways to help potential clients, but you can also use so many resources on your smartphone to figure out the psychology of buyers, what is happening in a potential buyers industry and business and more. You also have access to more information about your potential clients because of social media platforms like Facebook, LinkedIn, Instagram and others. Use the resources you have to get inside the mind of your prospects.

The Process Should Not Be About You
Humans are selfish. All humans. Count on it and start with yourself. You are likely to subconsciously make the sales process all about you, your product or what is happening inside your company. That’s a mistake. Set yourself apart from all other sellers by making the process all about the buyer and giving them easy access to something they want. Like a great detective, your work is figuring out what potential clients really want and giving that to them.

Your challenge is almost always something called ‘sales resistance’ and it happens in all kinds of industries, all kinds of situations. Sellers want to find the fastest path to the sale, but the truth is that you improve your real and consistent opportunities to grow real relationships and get on the inside of client decision-making when you focus your attention on finding ways to get clients what they want faster, better, easier than others and when you are always being helpful to them (even when you don’t benefit).

Preventing Push Back
We also see this all the time in everything in life. Push too hard and you will find an equal push back. It’s coming as sure as the sun rises in the east. So, the key to successful growth and consistently selling more involves moving forward without pushing enough to engage push back or resistance that can make your sale tougher.

Giving Away The Free
The one thing many sellers run away from is giving. “I don’t want to give a potential client too much.” Always showing up with solutions (again – even when you don’t benefit) makes your potential client want to give you something in return. If your potential client wants to give you something, you are one good offer from giving them an easy button to push to make that happen.

Don’t Miss Your Morning Shot Of Confidence
If you don’t appear confident, credible and able, you will lose sales and even sales opportunities. The key is to make sure this confidence and credibility comes in the form of a servant to clients. This is the most attractive combination to encourage trust.

Birds Of A Feather
You’ve heard this a million times if you have attended enough sales meetings: People buy from people they like. But how do you get people to like you? Smart sales managers keep a close eye on personalities of sellers and potential buyers to help make sure personality conflicts arise less between buyer and seller. If you are a local seller, it’s your prep work and consistency in bringing potential clients solutions that will be a part of making you likeable.

You Cost Too Much
Finally, we hear this a lot. “People complain about the price.” When potential clients complain about the price of your product, it means you have not done a good job of showing the value. People who identify value don’t focus on price.

You are in control of what you learn, your curiosity and where it takes you on your quest to close more business this year.


Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC).  Reach Loyd at 864.448.4169 or [email protected].


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