Want to make a sale? It’s vital you that you first understand the psychological drivers
hidden inside your prospects' minds that make them buy. For years, psychologists and marketing gurus have studied buyers' mental reasoning to justify a purchase. Armed with this knowledge, they’ve geared some of the most effective advertising campaigns ever imagined. Understanding their findings could increase your sales.
Here are five reasons why people buy.
1. People seek value.
Value and price are not the same. You may have the lowest price in town, but if prospects don’t see value in what you offer, you won’t make a sale. However, someone selling something completely unnecessary may be able to get a sale simply because they help their clients see some degree of value in the products they’re selling. Create more value
in the mind of your client, and odds are, your sales will increase.
2. People think in terms of people.
Consumers want to feel connected to others. Just like consumers of other products, your prospects want to buy policies that connect them to others.
3. People yearn for more.
Dissatisfaction reigns supreme these days. The more we have, the more we tend to want. Fulfill your clients' wants and desires, and oftentimes, they will come back for more.
4. People need justification to buy.
Consumers may make a purchases because of their feelings, but they need to justify those purchases with facts. When talking with prospects, include plenty of facts and educational materials to help make their decision easier.
5. People are suspicious.
It may seem like people will buy anything these days, but that’s not completely true. Most clients remain skeptical of salespeople and deals that “are too good to be true.” Always back up your claims with statistics, survey results and testimonials
. Above all else, do not appear to be smarmy or you will almost always fail.
These are just some of the many psychological reasons why people buy. They may not all apply to every client or agency, but they are worth considering when deciding how to approach each of your prospects or clients.
Sales psychology and the takeaway technique, Pt. 1
| Pt. 2
9 cognitive biases that impede your sales — and how to overcome them
Sales psychology: What does your prospect believe?