The Psychology of Selling For Sales Managers
Does human psychology dictate superior selling techniques that make some people more successful at closing sales than others? Hard and fast rules may not exist, but certain qualities of successful salespeople give them advantages over others when competing for respect and attention when slicing out a sizeable market share in virtually any industry. Let’s examine a few of these in more detail.
Characteristics of Winning Sales Teams
Sales managers know that staying positive is a primary concern when motivating team members who face rejection from aloof, impatient, and naive customers and prospects on a daily basis. At times, the constant need to nurture relationships and educate total strangers on products and services can wear out even the most upbeat sales professional.
The ability to avoid taking things personally when people reject your claims, question your values, and deny your sincerity as genuine are invaluable. Perseverance, as much as patience, is a cherished virtue for sales managers searching for marketing momentum. Those who continue to smile and engage in the face of adversity will naturally convert more prospects than those who succumb to pessimism over the purpise and value of exuding a positive energy.
Suffice to say that, in terms of self-preservation at the very least, adopting a mindset that enables the average salesperson to press on, to adopt a “glass half full” mentality, will make them more accessible to clients, in time. Overanalyzing what didn’t work only leads to second-guessing, self-doubt, and trepidation that the next sales opportunity will end much like the last one did.
Using Sales Psychology to Persuade Prospects
But what about the sales target, the prospect, the qualified lead, the precious commodity we often call customers, either future, past, or current ones. Can the right mix of rhetoric, camaraderie, and verbal muscle turn passive bystanders into raving fans waving cash in hand, eager to buy what your selling? Is there a sales psychology that helps convert prospects and increase conversion ratios?
Business analysts like Jill Hamburg Coplan speak of this as “the science of happiness,” citing numerous collegiate studies that prove how well it works for both entrepreneurs and corporations in the marketplace. Her claims extend to the notion that it pays to be generous and refuse to approach competition negatively during lean times.
Emphasize your company and personal strengths, says Coplan (and others), to identify things that make you uniquely available when the heavyweights experience rainy days when they can’t deliver to established customers, at least not without your help.
Are you well-connected in the local community, technically savvy, or adept at presenting information in a way that allows clients to see the “big picture” more easily? Use these strategic advantages to give customers the opportunity to understand why your solution is the best option for them specifically.
Understanding human psychology (the reasons people initially resist sales pitches or second-guess buying decisions, for example), if nothing else, allows salespeople to predict and prepare for objections with solid counterpoints and value-based solutions for potential clients. Business author Samara Pope discusses these concepts in her 2012 book The Sales Psychologist.
Leading By Example
Lastly, sales managers would do well to always give the impression they can achieve goals, impact quotas, and exceed expectations with the help of dedicated individuals received as equals, not expendable drones. These are the healthier work environments that promote inspiration and ingenuity in developing campaigns and strategies that help sales teams close more consistently over time.
Sales psychology implies that optimism is infectious, and the right attitude, good or bad, tends to predict an end result before any contact with prospects has been made. Be the change in your business community, and reap the rewards of stronger sales teams that feel appreciated and recognize their value as part of a business that promotes a specific purpose for its members.