Human psychology plays a huge part in the field of sales. This is why salespeople give weight to psychology when developing strategies to maximize sales. Here are some psychological sales strategies that work:
Reciprocity
Humans are wired to want to give back to someone who gave them something. The urge to respond to a good gesture is strong. This is why brands offer free product tastings at supermarkets. Sales people can deploy reciprocity by finding something valuable a potential customer wants and offering it to them first. This could include helpful content, advice, or even a gift. These will inspire the customer to want to do something for them.
Social proof
Humans like things that others like, especially their peers. If a salesperson can prove that something is liked by a customer’s colleagues or competitors, they are more likely to buy it. The desire to buy will be stronger if these are people the customer looks up to or people with whom they share the same beliefs and principles.
Authority
Humans trust experts. That’s why many beauty brands advertise products with tags like “Approved by dermatologists.” Salespeople should strive to present themselves as experts, highlight the expertise of those who create their products or services, and seek endorsements from expert associations.
Reframing Problems
Changing how people view their problems can motivate them to purchase a solution. For example, if a customer complains about low email response rates, a salesperson can explain to the customer that the issue they really have is poor deliverability of emails and ineffective subject lines that do not capture the reader’s attention. They can then offer solutions to these problems.
