3 Step Sales Approach: Leveraging Human Psychology

3 Step Sales Approach: Leveraging Human Psychology

Fact: no one likes to be manipulated. If you’re here trying to find that magic formula to hypnotize customers into buying, you’re in the wrong place. But if you want to know some key tips on how to leverage human psychology to come to a mutual agreement, and increase your sales while improving your customer relationships, then read on.

Business Deal. Handshake

We’re all in the business of selling. If you’ve ever been in a debate, discussion, or argument in your life, you’ve sold. You’ve expressed your points on something, and backed those points up with rationale. You’ve appealed to the emotions of others, and helped them come to decisions. That’s sales, but most people don’t think of it that way. How can we apply these day-to-day human interactions to improve the profits from your product or service?

Human beings are complex. The vast permutations of their thoughts and habits can’t be captured in any one approach. What I’ve found, however, is that all people share some common themes:

  1. People have an ego – not in the negative connotation of the term, but they have a view and self-respect for who they are as a person. People want to be understood and treated with respect.
  2. People feel they have a higher purpose – everyone has a goal and end game. They may not know exactly what this is, but everyone on Earth has a vision for success-a dream.
  3. People want to make decisions, but making decisions is hard – this is where you help. No one likes to be “sold,” but people love to buy something of value after they’ve made a decision. You make this happen.

Do you want to be understood and treated with respect? Do you have goals to achieve a higher purpose? If I told you I have a product that can help get you there and I’ll show you how, would you want to learn more? Yes, I would. And that frames our plan:

  1. Step into the customer’s shoes, and understand where they want to go
  2. Once you understand the customer’s goals, help set a vision
  3. Sync the customer’s vision with your product or service to set yourself apart

Step into my shoes

trying on shoes

I’m sure you’ve heard the term before – but what does it mean at the core? There’s a reason your customer has sought your product or service. But we don’t’ know the reason – we don’t even know anything about the customer.

How can we understand how the product or service fits the customer without knowing anything about them? The answer is we really can’t. After you’ve established your customer is interested, seek to understand the customer as soon as possible. Personalize your communication and outreach to seek additional information about your customer. Once you’ve learned a few things about their story, you’re a step closer to bringing that rare human touch to the sales process.

If a stranger walked up to you on the street and asked you, “where do you see yourself in a year or two?” Would you give him a straight answer? Would you ignore him? How’s this different from a straight-shot email from an automated inbox? Take a few seconds to write people who are interested in your product – give them a quick call. Get to know them and then ask them what their goals are. You’ll find that people put in more thought and effort to their answers when you put more thought and effort into your care for them

What’s your vision for yourself and your company?

Most people have a good idea of where they want their company to be in the near-future: I want to increase my sales by 50%, etc. But what they may need some help with is setting a vision. If they have one, great – but setting a vision requires a person to dig deep. Do they want to be a household name? Do they want to be the next Coca Cola? Whatever the dream is, it’s what makes them tick.

If you’ve spent some time getting to know your customer and you’ve established their goals for your product or service – your next step is to figure out their vision. Not just for their company, but for them as a human being. We’re here talking about sales, what does that have to do with where I see myself in a few years? Frankly, where you see yourself in a few years is the driving force behind a lot of your decisions. So it is immensely important.

“My vision? What?”

Let’s say for example your product improves sales response rate, and you know that your customer’s goal is to increase sales. Great – but what’s the end game? Why do they want to increase sales?

You talk with your customer some more and come to realize two things: they want to make enough money to put their kid through college, and also create a lasting company to pass on to their kids after college. No we’re getting somewhere – how does a product that improves sales response rate achieve this? You can tie anything together: sales response increases buy-in across customers. Let’s say on average it improves response rate by 25%. For the sake of discussion, let’s say your customer gets a thousand hits a week, but gets no responses – that’s an increase of 250 responses. When does his kid finish college? 4 years? At 250 responses a week for four years that’s 48,000 responses. And that’s assuming no growth – if we factor in growth over time and word of mouth, it could be double or triple that in four years. 150,000 responses – would that make for a viable business to pass on to his kid?

Now understand that many sales response products could help this customer in the same way – but are those companies understanding the customer wants, needs, and vision, and explaining how the product can bring that vision to life? Set yourself apart.

“I know you, I get you, accept my help”

sales checklist

At the end of the day, no one likes to be sold. No one wants to feel like they were manipulated or conned into buying something. But if you get to know someone and take the time to figure out some key concerns of a person, it shows them you care. Then if you ask them their goals, they will give you a more honest answer. After you know your customer better and understand their goals, you can help them make a buying decision. And to them, that’s a world of a difference from being sold.

  1. Step into the customer’s shoes, and understand where they want to go
  2. Once you understand the customer’s goals, help set a vision
  3. Sync the customer’s vision with your product or service to set yourself apart


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