What is sales psychology

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Sales psychology studies how to influence buyers' emotions and offers methods for establishing trust, identifying problems, and satisfying customer requests. These skills help to benefit from product demonstration and motivate purchase.

What is sales psychology

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Thus, when buying an expensive gambling email list phone, a person seeks to increase his social status and show that he can afford such expenses. At the same time, the brand awareness is more important than the main characteristics of the device. Therefore, the manager briefly mentions the camera and display, and explains the reasons for choosing specific models in detail and convincingly.

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Why Know the Psychology of Sales
Sales psychology techniques are essential for successful presentation and advertising of goods and services. Understanding the emotions of the target audience helps:

Establish a trusting relationship with the buyer . Each client requires an individual approach, but the first step can be a sincere desire to help. The seller sees the client not just as a source of income, but as a person with specific problems, which helps create a friendly atmosphere. However, this approach is not always encountered, and many buyers may be wary and closed to communication. Sales psychology helps to dispel this tension and understand what needs the client wants to satisfy.

Stand out from the competition . Using these techniques, you can not only offer a product or service, but also focus on the result. It is important to demonstrate how exactly the product will change the consumer's life and why their expectations will be justified. For example, a manufacturer of sports shoes in advertising focuses not on materials, but on comfort, confidence and the client's expected athletic achievements.

Create a permanent customer base. People highly value quality service and attention to needs. Therefore, many choose companies where sellers are polite, do not impose services and are ready to listen to complaints, even if the prices are higher than the market average.

Explain the value proposition in the customer's language . Sales psychology techniques will help to clearly convey to the buyer how the product or service can improve his life. The key is to use terms and phrases, clear definitions so that he can appreciate all the benefits.

Example. A company that sells CRM systems offers users to get rid of routine work in presentations and advertising. No more wasting time searching for contacts in notebooks or filling out documents from scratch. There is no point in analyzing the details that the developer modified to change the stabilization system. For most clients, the main thing is solving current business problems, not technical ones.

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8 Key Principles of Sales Psychology
Let's look at each of the principles in more detail:

Establish a trusting relationship with the buyer
The salesperson, interacting with clients, must follow the key principles
of effective selling. They are applicable both to direct and deferred
sales, although in the latter case each stage takes more time.

For example, a salesperson at a sportswear store can gain a customer's trust in 10 minutes. Nike spends years building trust with consumers by studying their needs and emphasizing its values. Volvo, which has positioned its cars as "the safest" since 1927, maintains its reputation with crash tests. A Kia salesperson can quickly convince a customer of the reliability of their cars.

Gain trust
The first stage is the most important and difficult. Trust is not easy to earn, but without it, no deal will take place. It is formed when the seller sincerely wants to help the client solve his problem. An approach based on the perception of the client as a "wallet on legs" will not lead to trust and long-term relationships.