The Psychology of Sales

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
The Psychology of Sales
Getting 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
info@sales-solutions.biz

The Psychology of Sales

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