The Psychology of Sales

Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz

The Psychology of SalesGetting Inside Your Customer’s Head

Craig James

Sales Solutions

Febuary 18th, 2005


Agenda

How to use this medium Introductions Content Closing Q&A


Key Themes

Buying is a complex process Buying is primarily emotional, not logical Buyers’ decisions are influenced by

numerous factors, many of which are not obvious

We can use this knowledge to increase our odds of connecting with customers, and to close business


Why do people buy? Why do we buy?

As a consumer? As an employee or a business

owner?


Business vs. Personal Needs

Business Needs Save money Improve

efficiency Streamline

operations Increase sales Grow market

share

Personal Needs Earn promotion Peer approval Learn new skill Recogniton by

senior exec More family

time More vacation


Personal Needs Trump Business Ones!

When push comes to shove, WIIFM always wins!


So, what are we selling to?

Is our “pitch” targeted to Business Needs?

The features and benefits of our product

Personal Needs? Addressing the customer’s vision

of the ideal purchase


Whom are we selling to?

Mutliple players, multiple agendas Executive Technical User CFO Gatekeeper


Each has own set of needs (agenda)

Executive

Technical

User

CFO

Share price, personal stature

Easy to maintain, pat on the back

Easy to use, leave work at 5:00

Save company money, add to my bonus


Not all players are created equal

Differing Degrees of Influence

Degree Degrees of Advocacy


The four elements of buyer “psychology”

Personal Agenda Dominant Buying Value Motivational Triggers Buying Style


Personal Agenda

WIIFM? Earn promotion Peer approval Learn new skill Recogniton by senior exec More family time More vacation


Dominant Buying Value

Opportunity to Gain

Fear of Loss


Motivational Triggers

Money Performance Comfort/Convenience/Ease of Use Emotional Satisfaction

Approval, Prestige, Image. Pride Belonging, Acceptance Growth, Self-Expression Security, Safety


Buying Style

Short-Winded or Talkative Cautious and Analytical, or Impatient Decisive or Indecisive Authoritative and Controlling, or Yielding Antagonistic or Relationship-oriented Confrontational/negotiation-oriented, or

accepting Focused on Immediate or Future

benefits


So what do we do with all this?


How do we determine their agendas?

Ask questions! What challenges are you personally

facing? What’s your biggest frustration? What’s your ideal solution look like? How would doing nothing affect you

personally?


How do we determine their Dominant Buying Value and Motivational Triggers?

Ask questions! What accomplishment are you

most proud of? What’s the best thing that’s ever

happened to you?


How do we determine their buying styles?

Observation! Listen to how they say what they

say - the verbal signs Read the non-verbal signs Sense what kind of person they

are


Summary

Using Buyer “Psychology” to Sell More Effectively

Determine Roles Ask your “sponsor” Determine Agendas Ask questions about challenges,

frustrations, ideal solutions Determine Dominant Buying Values and Determine Motivational Triggers

Ask questions that get at personal goals and listen carefully to what they say and how they say it

Determine Buying Style Observe, listen, sense


Closing Q & A


Sales Solutions

Service Offerings Skill Improvment/Enhancement Sales Process Improvement One-on-One Sales Coaching Outsourced Sales Management Sales Round Tables Motivational Speaking


The Psychology of Sales

Craig James

Sales Solutions

877-862-8631

www.sales-solutions.biz

[email protected]

The Psychology of Sales

Business

Transcript of The Psychology of Sales