Why do some people buy promo from you, but others don’t? Many factors are undoubtedly at play, including sales psychology. This is essentially an understanding of how buyers think, along with what influences their decisions. When you know what makes your prospects tick, you can craft the most effective sales pitches and connect with them in the most meaningful ways.
Anthony Esposito, a senior account manager at PandaDoc, says it’s important to pay attention to sales psychology for many reasons. First, when you know the psychological triggers that drive your prospects, you can build rapport and more easily establish yourself as a promo expert.
Second, sales psychology helps you craft authentic connections rather than using manipulation. Esposito says understanding consumer psychology can also help you stay ahead of the curve because you’re better able to identify needs.
In this issue of PromoPro Daily, we share Esposito’s top sales psychology tips to help you win the sale.
Research your target audience. Always do your homework. It won’t do you any good if you try to put yourself in the prospect’s shoes but you get the audience wrong. Esposito recommends diving into market research and customer data.
Tell a compelling story. This is a great way to capture hearts and interest. When you embrace your creativity and perfect your delivery, Esposito says, you can forge emotional connections with your audience and inspire them to buy from you, both now and in the future.
Position yourself as a promo pro. Forget about using a sales script or throwing around industry buzzwords. Instead, become a trusted promo resource. According to Esposito, you can do this by breaking down complex concepts into easily digestible snippets and informing clients in more engaging ways.
Show them what they’re missing. When it comes to sales psychology, remember that people hate missing out on good things. Spark some FOMO with exclusive offers or by using other scarcity principle techniques, Esposito says. You can also paint a picture of what their business could look like after they’ve used your promo solution. Connect your product to their deepest desires and aspirations, he says. Weave in plenty of testimonials and reviews so prospects can see how other businesses have found success by working with you.
Go the extra mile. According to Esposito, reciprocity works on enough customers for you to take it seriously. Always strive to go above and beyond. Not only will this make your clients happy in the moment, but it can inspire them to stick around.
Succeeding in sales requires the ability to understand clients’ needs. When you pay attention to the psychology behind sales, you can show prospects you understand where they’re coming from and tailor your approach to their specific situation.
Compiled by Audrey Sellers
Source: Anthony Esposito is a senior account manager at PandaDoc, a company that provides SaaS sales software.
