In this three-part series, we cover three tactics essential to the modern salesperson: disrupting buyer inertia, harnessing the conversion power of advocacy, and leveraging the psychology of purchase decisions.

Part one: disrupting buyer inertia.

Part two: the power of advocacy in converting leads.

 

Most of the purchase decisions your customers make are driven by emotion and impulse, rather than logic.

As a result, the modern sales professional has to take advantage of modern sales techniques and insights if they want to survive and thrive.

In this three-part series, we’ve already discussed two principles that modern sellers need to master to continue to meet the changing needs of their buyers:

Today, we’ll explore the third and final principle: the psychology of purchase decisions.

 

How customers’ brains ‘trick’ them into buying

 

Modern neuroscience has proven that most of the decisions we make are emotionally initiated and then logically validated. What that means in the sales realm, is that from interest to negotiation our brains trick us into making seemingly logical decisions that are actually fuelled by emotion and impulse.

 

Our brains trick us into making seemingly logical decisions that are actually fuelled by emotion and impulse.

 

The reality is that customers don’t buy the best tactical solution for their needs. They buy products and services that meet both their functional and technical needs, as well as their strategic and emotional needs. If they didn’t, the term ’retail therapy’ wouldn’t exist.

 

Execute your sales strategy with passion and conviction

 

So how can you move from selling solutions to feelings? One of the easiest ways, is to look for the deep-rooted feelings and beliefs that underpin your own organisation, and lead with those in your customer interactions. Create interactions that rely on building empathy with the customer.

 

Create interactions that rely on building empathy with the customer.

 

Studies have shown that 67% of buyers purchased a product or service for the first time because of a position that brand took on a particular issue.

The best part about belief-centric approaches is that your team will be able to execute them with passion and high conviction, stirring a huge amount of positive emotions in your customer’s mind and moving them to convert faster.

Learn more about modern selling in our free ebook: 4 Steps to Transforming Your Sales Process.