The Pyschology of Sales
•
1 j'aime•488 vues
Chris Burry @ European Innovation Academy Summer Session 2013
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (13)
Similaire à The Pyschology of Sales
Similaire à The Pyschology of Sales (20)
Plus de European Innovation Academy
Plus de European Innovation Academy (20)
Dernier
Dernier (20)
The Pyschology of Sales
- 1. The Psychology of Sales Chris Burry Co-CEO US Market Access Center
- 2. or © USMAC 2013 - 2 - Which Outcome Do You Want?
- 3. Just a quick review…. More startups fail from a lack of customers than from a failure of product development And to get customers we need to SELL © USMAC 2013 - 3 -
- 4. People utilize both emotion and logic when buying Emotions Desire / want / pain Fear / uncertainty / doubt Culturally dependent Logic = Justification Not always logical © USMAC 2013 - 4 - The basic psychological challenge in selling
- 5. Common wants / needs 1. Love 2. Wealth 3. Praise 4. Comfort 5. Safety 6. Give me more… © USMAC 2013 - 5 - People are always looking for something Emotions Logic
- 6. Fear, uncertainty and doubt are central to stopping sales: 1. Am I paying to much? 2. Will the product work? 3. Will it deliver the value promised? 4. Can I afford it? 5. Is there something better? © USMAC 2013 - 6 - Want / need is counter-balanced by FUD Emotions Logic
- 7. 1. What if the price goes up? 2. What if they sell out? 3. If I don’t buy it and my competition does will I lose? 4. Can I afford it? 5. Is there something better? © USMAC 2013 - 7 - FUD can help you too Emotions Logic
- 8. In my career, I have lost more sales to one competitor than any other than any other Any guesses? Do Nothing © USMAC 2013 - 8 - The most common ‘competitor’ Emotions Logic
- 9. People use logic (often faulty) to rationalize and justify their decisions. It is the process of resolving the split between Want / Need vs. Fear, Uncertainty and Doubt © USMAC 2013 - 9 - How do we get past do nothing?
- 10. Chris’s simple rules for selling: © USMAC 2013 - 10 - Ok, so now what do I do?
- 11. People have emotions Ignore the emotional component of sales at your peril © USMAC 2013 - 11 - Rule # 1 –You are selling to people NOT machines
- 12. You must ‘get to know’ what motivates them, what they want, what they fear and their cultural and societal norms. © USMAC 2013 - 12 - Rule #2 – You must know your audience
- 13. I learned this from Jeffrey Gitomer. If they don’t like you, they aren’t going to buy from you. More relevant to in-person sales than on-line Like comes before trust © USMAC 2013 - 13 - Rule #3 – People do business with people they like
- 14. If they don’t trust you, they aren’t going to buy from you. How are you going to get your customers to trust you? © USMAC 2013 - 14 - Rule #3 – People do business with people they trust Bonus Topic – Watch this TED Talk Paul Zak: Trust, morality -- and oxytocin?
- 15. People get ‘stuck’ when presented with too many options They want some choice, but not too much Remember that ‘do nothing’ is always the default choice © USMAC 2013 - 15 - Rule #4 – Don’t give them too many choices
- 16. This is why we talk about a “Value Proposition” not a “Price Proposition” Selling is helping your customer find value The increase in value must offset the FUD © USMAC 2013 - 16 - Rule #5 – Focus on Value not Price
- 17. You get to ‘propose value’ The customer gets to ‘decide value’ But… you can offer a framework that helps the customer decide © USMAC 2013 - 17 - Rule #6 – Value is Defined by the Customer
- 18. I have talked a great deal about what is happening in the customer’s head. Not let’s talk about what is happening in yours. © USMAC 2013 - 18 - Changing gears
- 19. If you aren’t confident, they will sense it (and not trust you) If you give off ‘negative energy’ they will sense it (and not believe you) You have to learn to listen © USMAC 2013 - 19 - Rule #7 – Your attitude matters!
- 20. Selling involves rejection Most people fear rejection That fear stops them from selling Success in selling means managing your fear © USMAC 2013 - 20 - Rule #8 – Manage your fear How do you avoid losing to ‘do nothing’
- 21. Again, selling is about humans Making a connection enables ‘like’ and ‘trust’ © USMAC 2013 - 21 - Rule #9 – Make a connection
- 22. Learn from your successes Learn from your failures © USMAC 2013 - 22 - Rule #10 – Learn from each sales call
- 23. © USMAC 2013 - 23 - Questions?
- 24. Let’s Connect US Market Access Center 10 South Third Street, 3rd Floor San Jose, CA 95113 Our Headquarters facebook.com/usmarketaccess @usmarketaccess linkedin.com Groups – US Market Access Center San Francisco Palo Alto San Jose +1 (214) 673-5187 Phone cburry@usmarketaccess.com Email Chris Burry Co-CEO Contact www.usmarketaccess.com © USMAC 2013 - 24 -