Building Successful Selling Strategies Using Psychology - Jacopo D’Alessandris
“Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.” — Aristotle
Business selling strategies rely on the art of persuasion. They must be customer focused: Customers need to feel safe and heard; that you are an expert in your industry and listen to their needs. They want to be provided with the answers to their problems by people who are knowledgeable and care. When creating a selling strategy for your business, a psychological component is crucial, because as humans, we all have certain wants and needs, and when put in an opportunity to have those needs met, we are in a position to be persuaded.
There are four main components to a successful selling strategy:
1. Sell solutions to a problem, not products.
2. Convince your audience that you know what you are talking about, and that they can trust your authority in the field.
3. Build meaningful, friendly relationships with your prospects and clients by going the extra mile for them.
4. Provide hard-facts and proofs that what you are selling does what you say it does
INC.com summarized these points:
“People do not buy products. They buy solutions. And if you can convince your customers that your product is the solution to whatever problems they might be having, you’ll spark their interest and turn on the most important switch necessary to making a sale.
“Trust is a necessary component of making a sale, and whether it’s consciously or subconsciously, all customers want to know that they’re buying from a legitimate source. The key to flipping a customer’s trust switch is to convince them that you’re an authority figure — someone who is trusted as an expert on the subject at hand.
“Customers want to feel that you’re truly out to help them and that you’re listening to what they have to tell you. This often means trying to understand your customers and tailoring your product or service to solve their unique problems. By befriending consumers and building strong relationships with them, you elevate yourself above the rest of the competition because customers see you not as a greedy corporate identity, but as a friend.
“Provide potential consumers with logical reasoning, quantitative data, or customer testimonials that validate what they were hoping to be true to begin with. Give them hard evidence proving that they will reap all the benefits they desire from your product, and you will easily win them over as eager customers.”
