Strategy is critical to selling.
Knowing the best time to make sales calls, how to overcome objections, what makes a good sales script - these are all strategic elements that influence success.
But today, we're going to stray from strategy... into the realm of psychology.
Because there's undoubtedly a psychological element to sales success as well.
Here are 4 psychological tactics to help you boost sales call success:
1. Emphasize Loss Potential Over Gain Potential
We’re very emotional beings. And often our emotions drive us away from making logical decisions. This happens to be the case when loss and gain are involved.
It’s known as loss aversion. We have a tendency to prefer avoiding loss to acquiring gains. Some studies even suggest that losses are twice as powerful.
This has big ramifications in sales.
In addition to highlighting potential gains that your product or service offers, it's critical that you tap into the losses it can help avoid. It's often a more effective route to action.
Speaking of action, fear of loss is what makes scarcity/urgency among the most effective motivation tools in your arsenal. Identify what makes it costly for your prospects to wait on a decision, and use that to incite action.
2. Use body language to your benefit
Your body language is important during a sales call. It can actually affect your tone of voice, energy, and level of enthusiasm.
Here are a few ways to use this to your advantage.
- Smile
- Maintain good posture
- Sit in an an open position (take up more space) with feet apart, or
- Stand up
You'll get a psychological boost of confidence, and sound more approachable, and more persuasive.
3. Appeal to the Ego
"You think the whole world revolves around you."
It's a common phrase, because it's how most people think. We see things as they relate to us. So try to appeal to personal motivations, that may underlie business decisions. Help decisions makers see what's in it for them. Appeal to emotions.
4. Be likable
How nice you are has absolutely nothing to with how much time your billing software will save my company... how much my donation will impact your cause... or how much safer your tires will make my car.
But it will impact my decision nonetheless.
People do business with people they know, like, and trust. In other words, YOU are part of the value of whatever it is you're selling. Don't lose sight of that.
What other psychological techniques have you used in sales calls? Did they help you improve? Let us know in the comments below!
