The problem…
As market is growing tremendously fast, companies are in constant struggle of finding the best sales procedures for each target group and product or service provided to it. At the same direction, sales professionals know very well that the key to succeed in this highly competitive environment is to develop strong relationships with their customers so that they can trust them and march together through the years. The way to achieve this, simplified could be, sales professionals to understand the needs of their customers and know how to effectively communicate their products and services as solutions. Unfortunately this is not a simple and easy process and need certainly to “touch” the psychological side of customers.
The solution…
The main way to reach the psychological dimension of sales is to develop and understand the complex individualized and layered psychology of each customer while picking up specific psychological cues that can help the sales professionals master the process of communicating effectively with them. To accomplish this, sales professionals can use some of the below techniques :
- Listen carefully : Discover the hidden tipping point inside that turns that particular consumer from a shopper into a buyer by identifying the needs and expectations of each client.
- Build confidence : Clients are in favor with the sales representatives that provide them solutions which will effectively and long term, cover their specific needs. Avoid promoting products or services that do not match to these needs. It is better to lose a project than lose your client’s confidence.
- Appeal to your Client’s Emotions : Handle the logic and reason by presenting a strong case for your products while working on the client’s emotional state to ignite the impulse to purchase. When you can generate an emotional response from a buyer, you are much more likely to win the sale.
- Identify your client’s personality : Understanding this, will allow you to effectively combat objections and answer concerns. Look at your customer’s style of dress, car, accessories and personal grooming, consider their voice, style of speaking, method of listening and reacting to others and the topics on which they tend to well. All these will finally lead you to find the correct way of approaching them.
- Awake your client’s curiosity : Be genuine and use what you’ve learned through the “listen carefully” process to invigorate the sale by jumpstarting the customer’s sense of curiosity and interest. Use your approach to whet your customer’s appetite and arouse their curiosity to keep them involved in the psychological process of the purchase.
The conclusion…
Becoming a successful sales associate requires a lot of things: integrity, honesty, knowledge, a sparkling personality, the ability to read a customer’s mind and so on. It also requires an understanding of what makes a customer think, act and react. Unless you can come to understand and use the psychological factors associated with the sales process, you will continue to struggle to land deals and you will find success is always a few miles out of reach.
Chrysostomos I. Bouras