Mastering Sales PsychologySales psychology should be mastered to make the most of opportunities. Internet marketing gurus understand this principle and the advantage it holds for online and offline sales. The psychology of sales is concerned with putting yourself in the place of the prospective buyer. One aspect of psychology is that people respond to specifics rather than generalities. For example, if you sell photocopy machines, it’s better to say your machine produces 10 sheets of A4-sized copies in 12 seconds, with the ability to automatically collate documents, rather than saying your photocopier is a high-speed duplicating machine. It’s all about impact. Use figures to make your statement more believable. Be specific with your terms as well. For example, the term 'Home Owners' is not as good as 'Gardening Enthusiasts'. And 'Gardening Enthusiasts' is not as specific as 'Tropical Plant Lovers'. Another aspect of sales psychology is that people are interested in how they can benefit from your product or service more than what the product can do. Benefits always win over features. If you sell pianos, tell the prospect that giving his child a piano today will enable the child to have a career in music in future. This is far better than to use the old cliche, 'Give your child the gift of music' or to stress the features of the piano. It’s important to mention features because people need to know what they are buying, but the trigger that makes them buy is the benefit, not the feature. Psychology also focuses on human individuality. Everyone likes to feel special, so create the notion of exclusivity. If you tell your prospect that he is one of just a few people who can currently purchase your product but if the campaign is successful, the product will be released to the general public at an increased price, this will create the impression of exclusivity.
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