Strictly for Sales
The Psychology Of
Sigmund Freud said, “Humanity is in the highest degree irrational, so that there is no prospect of influencing it by reasonable arguments.”
Although Freud was describing how humans
respond to therapy, he could also be describing buyers
and sellers. Buyers can be irrational, so you can’t just
use rational methods and techniques to persuade them.
Buyers will choose alternatives using both rational
and irrational criteria. This mental tug-of-war can be a
challenge for salespeople.
Have you ever done everything right on the sales
call, but the customer still didn’t buy? If your answer is
“Yes,” you’re not alone. You proposed a solution that
perfectly matched the buyer’s needs and they still didn’t
buy. It’s frustrating. You might even ask yourself, “How
could any rational person say no?” But remember, people
To change someone’s mind you must first understand
their mind. There are several biases that impact our
decisions. These biases cause buyers to think your
price is too high. These biases cause buyers to focus on
immediate gains and ignore greater long-term gains.
These biases compel buyers to stick with the status quo
and ignore new ideas.
If salespeople don’t understand these biases, they will
struggle to overcome these biases.
In the fourth edition of Value-Added Selling, we at Tom
Reilly Training have explored the dynamics of decision-making. Here is an overview of the biases that impact
decision making, and more importantly, how to manage
these biases throughout the decision-making process.
Humans are hard-wired for immediate gains. Our desire
for instant gratification served us well in the caveman days.
If hungry, find food. If thirsty, find water. If tired, sleep.
However, in today’s world, the ability to delay gratification
is often considered a leading contributor to overall success.