Do you know that when people make a purchase, they generally buy with their emotions and then justify their decision with logic later on?

If you want to succeed in sales, you need to understand how using psychology can set you apart from the rest of your competition and take your sales to the next level.

Psychology can be applied to all aspects of your sales efforts and will give you that all-important edge over your competitors.

Many people do not realise the little things that involves psychology. These include:

* The colours you wear during your sales call;

* Your handshake;

* The first statement or question you make to your client;

* How you sit and the posture you adopt;

* The power of the pause; and

* The power of third-party validation.

When you write a sales letter or talk to a client, you should seek first to understand and then to be understood. In other words, it is important to first understand what is going on in the client’s mind and attempt to allay any fears or doubts.

When you do this, the reader will have the perception that you understand and care about him and he in turn will begin to care about and understand you — thus greatly increasing your chances for making the sale.

People desperately want to feel cared for and understood more than anything else and the businesses that understand this vital psychological factor will gain a major advantage over their competitors.

When writing your marketing materials, bear in mind that people respond more to what they are going to lose than to what they are going to gain. It’s called the “fear of loss” factor. That is why the majority of sales pitches have a time validity component!

Ask yourself: “What will my customers stand to lose if they do not buy my product or service?” In your sales pitch, mention to your clients that it will only take a few minutes to show them how they can benefit from what you are offering. This will mentally slow them down and partially alleviate any hesitation on their part.

In addition, reward them for taking the time to read your letter. Offer them a gift. These cost little but have a perceived high value. Perception is reality.

Do you know that you can increase your sales by using pictures of attractive people using your product or service? People perceive you to be more professional and trustworthy. Again, perception is reality. People like looking at attractive people in magazine advertisements and television commercials and get influenced by their perceived choice of product or service.

No matter what type of business you have, in your sales material you must sell benefits, not features. People only care about one thing — “what’s in it for me?” 

A feature is a characteristic of your product or service. A benefit is what that feature does for a customer. Always focus your sales pitch on benefits. One of the biggest mistakes of salesmen is that they focus on features!

If you list a feature, ask yourself, “so what?” What does that feature do for my customer?

For example, you can tell your customer that the feature of personalised service allows you to take the time to better understand his needs and is thereby better able to anticipate the potential problems, saving him time, money and aggravation.

Almost everyone likes to save time and money. Less aggravation is always good, so this is a real benefit statement.

Benefits can be described in many ways, but there are really only five main categories:

1. Offers convenience: saves time or effort.

2. Saves money or increases money.

3. Provides peace of mind.

4. Appeals to image or ego.

5. Offers fun or enjoyment.

Just remember that benefits — like beauty — are in the eye of the beholder. One person might buy an SUV because he needs to transport five kids while another buys the same SUV because she likes the comfortable ride and enjoys looking down on other cars from her high perch. The car appeals to her ego!

Another powerful psychological strategy is using a technique that appears to lower the price of your product or service, without actually doing so.

For example, if you charge $1,000 per year for your product or service, you can break it down for the reader so he understands it costs only $19.23 per week. It is the exact same price, but $19.23 per week is a lot easier to psychologically buy into and justify than $1,000.