The Psychology of Selling

Getting into the right mindset for selling is crucial for business success, especially in current times. Even at Landstar, the best way for independent agents to gain business during a global pandemic is to maintain a positive attitude, to get in the right mindset and to understand the psychology that goes behind selling.  

Sales psychology is defined as the process that studies the psyche of your target market to sell an organization’s products and services. You must understand how to communicate with them and what you can do to help you close the deal and close it quickly. There are many psychological aspects of selling that will help you do just that, here are a few you should become familiar with. 

Traits of a Successful Salesperson

Mastering the sales mindset is a critical aspect to your success. How often have you looked at salespeople and wondered why they are able to sell on a consistent, successful basis while you struggle to simply set an appointment with a prospect. It may not be the tools, techniques or skills that are holding you back from realizing your full potential. It maybe your own thinking about sales and the level of confidence and belief in your personal abilities that creates negative obstacles in your path to success. Your sales mindset affects all aspects of sales performance. Here are 7 traits of a successful salesperson.

1. Building relationships. Look for ways to make that personal and/or professional connection with your prospects or customers. And be consistent. Remember: Many prospects desire to connect during the awareness stage and, according to The Sales Coaching Institute, it ultimately requires at least 15 calls or emails to finally connect with potential decision-makers. 

2. Creating a Sense of Urgency. Shortening your sales cycle can lead to explosive growth. Make sure to confirm upfront that you’ve identified the decision-maker. Throughout the process, convey that you care about their business and not just the deal – but also do what you can to create a sense of urgency. Attach a deadline to the deal and, if possible, give them an incentive to commit. This doesn’t mean you should rush the customer. It simply means to try to give them a little extra reason of why your service or product is the right choice now. 

3. Knowing how to close. Surprisingly, nearly six out of 10 buyers want to discuss pricing first. But make sure to have a logical sales conversation mapped out within each of the sales-cycle phases. Hone in on listening and becoming a consultative sales professionals. Deliver what they need and what they say they want, rather than just what you have to sell. 

4. Negotiating well. Make sure to spend much of the time listening – especially in the beginning of the conversation. Listen for the pain points and assign value to the right factors in the proposal that will help solve their problem. Do your homework by asking the right questions, shut up and listen, and don’t be afraid to ask for what you want (or need). Aim high for the best outcome and focus on the other side’s pressure (not yours). And always, always be willing to walk away if need be. 

5. Knowing your product. Most buyers want a solutions provider relationship that is not transactional. And they absolutely want someone who will help to minimize their pain. Fully understand all that makes up your product value and be comfortable knowing how far you can add value on your own without involving other internal stakeholders. 

6. Overcoming objections. Become astute to the most frequent objections and know how to address them quickly, comfortably and on the spot. Prepare a good marketing statement, be empathetic, and use tried-and-true closing questions that you find work well with your prospects. 

7. Giving killer pitches and demos. It’s a known fact that nearly one-third of salespeople close more deals with demos. And use killer pitches to improve your sales success. Know your products, your value, and your presentations like the back of your hand. 

Buyers respond better to a positive brand personality. 

What’s a “brand personality?” It’s defined as the set of attributes that gives your organization a distinct character. By forming a strong, positive personality for your agency based on the Landstar brand you can evoke emotions in your buyers and lead to an increase in long-term return of investment. When a buyer has a positive internal reaction to your agency, then they are more likely to act on the impulsive urge to buy.  

Make use of the five senses. 

This may be a little more difficult to follow in the middle of a pandemic, but it is important. The more an encounter or experience reaches a person’s senses, the more likely the buyer is to recall the experience and the stronger the memory of the exchange will be. Completing this is not impossible to do remotely. Take advantage of the controlled space video chatting gives you. Make sure your background is clean and pleasing to the eye and that there is no distracting background noise going on during the call.  

The most important thing to remember when you think of the techniques and tactics for selling is that you are selling to a human being who has emotions. If you can understand where their emotions might be coming from, then you will be able to close the deal in no time. 

Source: The Sales Coaching Institute


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