The Psychology of Selling in Today’s Market

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1. What you learned in 2015 is now old-school.

It may not seem like it was that long ago, but 2015 was a lifetime ago in terms of the psychology of selling. Things have completely changed since then—and yet, most sales training hails from at least that time...or before.

When we apply selling concepts that were developed in 2015 or earlier, we’re using old-school sales psychology that simply doesn’t apply to our world anymore. We need to update our approach.

My challenge to you is to leverage strategies that are current right now.

2. Bring some insight to the table.

Today’s prospects are so bombarded by information from salespeople that they don't really know how to sort through it all. The psychology of selling in today’s market requires that we recognize how busy and overwhelmed with information our prospects truly are.

Prospects want real insight, up front, that demonstrates knowledge and understanding of what’s really going on in their world.

3. Earn the discovery questions.

It’s common knowledge that every sale requires some kind of discovery conversation where questions are asked of the prospect. While this remains true, the new psychology of selling also requires that salespeople must earn those discovery questions.

So think about how you can demonstrate real expertise, up front, to earn that discovery conversation and get the prospect to be willing to answer your questions.

4. Stop probing.

Probing is a transparent approach to sales conversations that hails from a bygone era of selling psychology. With probing, salespeople ask a random set of qualifying questions that usually feel a little uncomfortable to the prospect.

This goes against the purpose of an effective discovery conversation, which is to ask a series of intentional questions that slowly lead up to helping you understand whether the prospect is qualified or not. If you do this correctly, you're also unpacking the core challenges the prospect is facing.

5. They don’t care about you.

This is an incredibly important distinction in the psychology of selling today. Many salespeople feel hurt when a prospect doesn’t do what they expect or want the prospect to do. But that’s simply because the prospect doesn’t care about you.

Rather than feel hurt by this, realize that it’s not because the prospect doesn’t care about you as an individual person. It’s just that they don’t care about whether you make the sale or not.

6. Getting them talking is everything.

Prospects that do a significant amount of talking—particularly during the discovery phase—are much more likely to close. And so, salespeople who are really good at getting their prospects talking are the highest performing salespeople out there.

In generall, if you can simply get your prospects talking, whether it’s on a prospecting call or in a discovery conversation, or even during the presentation, that’s a great thing.

7. Fit is more important than close.

This runs counter to what most salespeople have been taught, which is that closing is all-important in sales. We’re always taught to go for the close no matter what, and that closing is everything. But that's not really the case. Not anymore.

What's most important in sales today is determining whether you and the prospect are a fit for one another. This is at the heart of the psychology of selling today.

8. "I’m not sure you should do business with me."

This is one of the most powerful phrases that you can use in a selling situation to diffuse the sale. If a prospect asks, "Well, why should I do business with you?"most salespeople start beating their chests and start talking about how great their product is or how amazing their service is.

Instead, I challenge you to flip the script. Leverage the psychology of selling to really pull the air out of the room. When they ask, "Why should I do business with you?" what I'd prefer you say is something like, "You know what? I'm actually not sure that you should do business with me. Would it be okay, though, if I ask some questions to determine whether we're a fit and then I can answer that question?"

9. You are a doctor.

This is the ultimate concept in the psychology of selling today: You are a doctor, and your goal is to get as much information about what's going on in your prospects’ world, as it pertains to whatever it is you offer, to really determine fit.

If you walk into a doctor's office and you say, "My elbow hurts,” the doctor doesn't then launch into a sales pitch on the surgery that they can offer on your elbow. Instead, they start to pull you in. They ask you questions about the elbow. They examine it. They start to understand what's going on, and that's exactly what we need to be doing in sales.

Видео The Psychology of Selling in Today’s Market канала Sales Insights Lab