The Psychology of Selling: 13 Steps to Selling that Work

Video Summary:
The Psychology of Selling Step #1: Drop the enthusiasm.
This is my biggest passion in the sales training space today. Salespeople need to drop the enthusiasm. It’s time to get rid of the excitement when you’re in front of prospects.

The Psychology of Selling Step #2: Stop pitching.Recent sales data shows that one of the biggest reasons that prospects and buyers don’t ultimately choose to do business with a salesperson is that they felt the salesperson didn’t really understand their needs.
                   
The Psychology of Selling Step #3: Pressure is a no-no.Grown-ups are always telling kids that bad behavior is a “no-no”—and this is exactly how I feel about pressure in sales. Never, ever apply pressure to your prospects in a selling situation.                    

The Psychology of Selling Step #4: It’s about them, not you.I once had a boss that used to say, “Prospects listen to one radio station, and that one radio station is WIIFM.” Now, do you know what WIIFM stands for? What’s in it for me.
                   
The Psychology of Selling Step #5: Step into their shoes.Some really powerful data has shown that top performers are much more effective at taking the perspectives of their buyers. When’s the last time you really thought about the experience your buyers go through when talking to you? What about when they talk to your competitors?                    

The Psychology of Selling Step #6: Create value through questions.If you've ever watched the show “The Sopranos” then you remember those conversations between Tony Soprano and his psychologist. Did you ever notice how the psychologist never proposes a solution to his problems?
                   
The Psychology of Selling Step #7: “No” isn’t bad.Let me repeat that: “No” isn’t bad. This is such an important part of the psychology of selling. Most salespeople spend their entire careers trying to avoid any type of rejection. But in reality, hearing “no” isn’t a bad thing at all. You see, our data shows that at least 50% of your prospects are not a good fit for what you sell.

The Psychology of Selling Step #8: If you feel, say it.One of my mentors always used to say this, and it stuck with me because it’s great advice. In today’s selling environment, there’s just no time to waste with tire-kickers or people who aren’t a good fit.                    

The Psychology of Selling Step #9: Get deep into their challenges.This is something I’ve been saying for years. Salespeople need to start thinking like doctors, and stop thinking like typical salespeople. The key is to get deep into prospects’ challenges. Most salespeople just identify a surface-level challenge and then immediately offer a solution.
                   
The Psychology of Selling Step #10: Tie their challenges to value.We’ve talked about going deeper to really understand what’s going on in your prospects’ world. Now you want to make sure you’re tying their challenges to a specific value.

The Psychology of Selling Step #11: Make it a two-way dialogue.The psychology of selling shows us that when people are actually speaking, they’re the most engaged. When they’re listening, they may still be engaged in the conversation, but it’s less likely.                    

The Psychology of Selling Step #12: Budget comes later.This is one of the most important elements in the psychology of selling. You never want to begin your sales conversations talking about price or money. This budget discussion should come at the end of the discovery process.
                                       
The Psychology of Selling Step #13: Use feedback loops. I said earlier that it’s important to make your presentation a two-way dialogue. Feedback loops are the most effective way to do this. These are little questions to ask when you’re talking to prospects that will pull them back into the conversation.

So, there you have it. That’s the psychology of selling in 13 steps to selling that actually works. I want to hear from you. Which of these ideas did you find most useful? Be sure to share below in the comments section to get involved in the conversation.

[aneelawaheed]

1.drop the enthusiasm 2. understand their needs 3.pressure is no no 4. its about them not you 5.get in their shoes 6.create value though questions 7.No isn't bad 8.If you feel it say it 9.get deep into the challenges 10.tie their challenges to value 11.make it a two way dialogue 12.budget comes later 13.feedback loops.

[stanley]

the first sales video that doesnt feel like a sales video and has that humanity aspect ive been seeking. thank you

[mrnunetoon]

Keeping the person involved with your questions. Have them speak 80% of the time. You, the seller, only speak 20% of the time.

[AzharKhan-pyrt]

Only honest sales people can follow Marc's methods. This is not for the sales people who whenever they look at a person they see a wallet. Its not for those that are out there to only rip people off and to make economic value only for themselves. You need genuine honesty for this.

[marrie]

Behave as a doctor rather a salesperson. Good stuff!

[nestorenriquez]

As a sales associate of an optical clinic, my number one tip is don't over sell your product. You should always include the the downside or the drawback of your product. It may seem odd but that's how you gain the trust of the customer by making them feel how honest you are. And of course, always listen to their needs and avoid making arguments with them. You should know that your role is to always find solution. And if you think you can't help them, tell them honestly. They'll pretty sure to ask you again

[richardnorton]

Great stuff. Been in direct sales for over 40 years. I love the doctor analogy. I teach all of our sales people not to sell, convince, or be pushy. Be sincere, be genuine, be yourself, and most of all HELP your prospects.

[ryanbittinger]

I disagree with the rule of no pressure in sales to an extent. I’ve learned there is positive pressure and using it took me from 6 sold units to 16 in one month and I have since adapted it to every sales so long as its beneficial to both the customer and I. For those wanting an example I’ll tell you one of my Toyota Highlander deals I did back in the car business.

I had a woman down to the pencil on the car deal but the monthly payments were sitting at $682 per month which was too high for her. Now I knew she loved the car (her eyes physically lit up when she saw it and got bigger after she drove it), she was a ready buyer, and had no problem affording the payments. It wasn’t the money she was worried about it was the commitment. Of course my managers told me to show her different cars like a Camry or Corolla bring down the monthly payments. She wanted the Highlander and anything else would have been a bad buy and a bad judgement move on my part. I told her what they told me then proceeded to tell her of a boat I sold to another guy years ago. He too didn’t like the monthly payments and wanted to see cheaper models. I knew it was bad then but didn’t know any better than to sell what he thought he wanted. He ended up hating the boat, me, and the dealership. All because it wasn’t what he really wanted, just something he settled for. I told her to get anything else would be to settle and you’ll hate me for as long as you own it. I told her I couldn’t sell her something she didn’t want and gave her the option to work with my buddy instead. She ended up signing the deal and during the next year she would text me thanking me for pushing her to buy the Highlander and had since sent me more customers.

Point is...not all pressure is bad, it just depends on how and why you use it

[michaelsmoak]

As someone who was lucky enough to go to a school that had a Bachelors degree in Professional Sales, I cant tell you how valuable this video is. Good stuff!

[jenniedugan]

Top take-aways for me: think like a doctor, and don't be pushy because it triggers a reaction, and that the top salespeople sift through the no-match prospects quickly to spend time with the right prospects. This was really good. I look for good videos and I read sales books and articles routinely, and I'd rank this one pretty high ---high enough that I subscribed to more of his videos. I like the softer approach, and it works for me, and this was share-worthy.

[blanedoe]

He’s on point in this video, The empathy and integrity go along way. Scratch out the word “sales” and be the Shepard and educate them. Be honest, when clients trust you they will use you for everything and introduce you to their family and friends. Be authentic! It’s simple!

[anthonysanfratello]

I recently traded my power tools for a clipboard and it has been a huge challenge. First day, 60 people 4 leads. Second day, 105 people no leads.. The very first step was one I was failing.. Being overly enthusiastic. Also a few other things as well, I feel like I learned alot in just a short amount. Time to get back out there. Day 3 starts today.

[michaelthomas]

Behave as a doctor is a great way of looking at it. It is so different than most people think, yet it will build rapport with the customer, and help the rest of the conversation easier, because the clients walls will come down more, and they will make it easier to open up to you, as well as engage even more into the conversation. Great stuff

[ProfanityMan]

“If you feel it, say it” this tip gave me relief as soon as you spoke it, I figured I would have to restrain my honesty to pull through the call. Thank you

[ambercotton]

This mindset WORKS 100%.I was on a plateau with my sales and warched, took notes, practiced dialogues and techniques based on this video I had a HUGE improvement!!! Yes ypu gotta do the work and tailor the psychology to what you're selling AND your personality and there is amazing results!!!

[drummermomcjs]

I watched several of your videos last week when I was preparing to meet with a prospect. I used the things that you suggested using feedback loops, using questions to determine what was important to the customer, and showing the benefits, and successfully signed up a new customer. During the conversation, it was the most confident and most comfortable I have ever been dealing with a prospect. I felt in no way uncomfortable or intimidated and the whole conversation showed we were a great fit for what he was looking for. Thank you Marc, for the first time since I started I actually look forward to conversations with prospects, rather than dread them. :-)

[ryanmccarthy]

Okay, so I used the reverse psychology method on a woman who kept saying she'd call me back, and then when I'd call because she didn't, she never picked up. Finally got her on the phone. Told her "I've been in this business a long time and it sounds like this might not be of value to you." She responds OMG NO IT IS- LIFE IS CRAZY! LET'S MEET FRIDAY AT 3:30PM THANKS!!! My first call of the day!

[maddy.]

1 drop the enthusiasm
2 understand their needs
3 pressure is a 'no no'
4 its about them not you
5 get in their shoes
6 create vaule through questions
7 no isn't bad
8 if you feel it say it
9 get deep into the challenges
10 tie their challenges to vaule
11 make it a two way dialogue
12 budget comes later
13 feedback loops

[CulinaryServices]

Great points Marc. I tell colleagues to ditch the pitch. It's amazing how engaged clients can be when you ask a question, and then listen actively. It shows the client you care.

[hemaladani]

Sales is not about selling what ever you have to anyone who comes across. It's really about get to know as many people as you can who has the problem you're solving.

Also, see if the person really wants the solution because referral is the biggest sales technique ever.