How to Sell without selling ?
Many marketing gurus teach oversimplified ideas about psychology. They claim that people can be fully understood and manipulated with a checklist of motivators or pyramid of needs.
Majority of people today are highly complex & often mysterious, so sales people always struggle to understand their prospects. However, now that you’ve gotten over being afraid to sell, here are a few basic psychological treats that can help you understand people & sell fast.
People make decisions emotionally.
People decide to buy on emotions, feelings & their need attached to it. That’s why intangible benefits are the keys to conversion.
Either help people solve their problem or help them achieve their goal. Then sale is yours.
Find out that emotional button, by asking set of questions related to their requirement.
People validate decisions with facts.
Example: a man sees an advertisement with a photo of a house and instantly falls in love. However, he can’t bring himself to buy that house based on a feeling, so he reads the copy for technical details about that house likequality of material for flooring, Modular kitchen, Bedrooms & Bathrooms.
He wants the house because it makes him feel good. But he buys it only when he can justify the purchase rationally.
People are selfish.
The word “selfish” means centredaround the ego or self. We all see the world in terms of how it relates to us personally. So when you askssomeone to buy something, it must also answer the unspoken question, “What’s in it for me?”
On a deeper level, the question might be “How does this give me feelings of personal worth?”
People look for value.
Value is not a price or a fixed number. Value is comparative to what you’re selling, what others charge, what the prospect is used to paying, how seriously the prospect wants it, and how the prospect observes the difference between your offer and others.
You must prove that its value is greater than the asking price. The greater the values relative to the price, the more likely people are to buy.
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People think in terms of people.
Well, human brain is not a computer; Scientists have shown that human brain’s primary function is to deal with social interactions.
Your product or service, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc.
You can’t force people to buy something.
When people buy, it’s not because you use some magical power over them.
You can urge. You can push. You can pull in. But in any case, people do what they want to do. This means your job is to show how what you’re offering meets your prospect’s needs.
People love to buy.
Some say people don’t like to be “sold.” Not true.
People love to be sold. They love to learngreat new products and experiences.
What people don’t love is to be cheated or tricked. Therefore, it can be helpful to change your likeness of the marketing process.
Instead of “selling”, try to “help” people. Sell good products, make attractive offers, and treat people equally.
That’s a sure-fire formula for success.
People are naturally suspicious.
Yes this is true, most people are moderately doubtful of any offer. They always seek to avoid risk.
You can never predict the level of suspicion any particular person has, so it’s usually best to back up all claims with evidence, such as testimonials, survey results, authoritative endorsements, awards and scientific data.
People are always looking for something.
Love.Wealth.Comfort.Safety. People are naturally dissatisfied and spend their lives searching for better options.
At its simplest, showing people how a particular product, service, or cause achieves one or more of their needs.
As I said earlier, help people solve their problem or help them achieve their goal. Then sale is yours.
People buy “direct” because of convenience and uniqueness.
IF people could easily find your product or service at a nearby shop/ market, that’s may be where many would buy them.
So if people are not buying from you for complete convenience, they’re doing it because they can’t find the item elsewhere.
That’s why it’s wise to highlight the convenience and exclusivity of what you want to sell.
People like to see it, hear it, touch it, taste it, or smell it before they buy it.
Some people never buy online because they can’t examine the products. Some items, such as books and CDs, are tangible and familiar enough to sell easily online because there is little doubt about the physical quality.
Other items, such as clothing or food, may be a harder sell — at least until people have a satisfactory buying experience — because quality may be variable.
Think about how people buy things in stores and ask yourself if there is some element of that sensory experience that is missing from your sales message.
Most people follow the crowd.
Most of us are followers.
We look to others for guidance, especially when we are uncertain about something. You must ask, “What do others think about this? What do others feel? What do others do?” Then we act accordingly.
This is why testimonials and case histories are so effective.
Of course, this barely scratches the surface. Psychology is a deep and eternally revealing line of study. And while I don’t believe in making things more complicated than they have to be, I think there is great benefit in knowing not only what people do, but also why they do it.
This is the path to master selling.
I always try to make articles more useful, so that people can implement these ideas or tips in real life.
I would be happy to answer your question related to this article. Please drop your questions or comments about this article in comment section below.
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