The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

The More, the Better
Economists talk about “units of satisfaction.” They postulate that different
actions can give a person different degrees of satisfaction. The prospect wants to
get as many of these units of satisfaction as possible in every purchase decision.
He wants to be better off physically, emotionally, and even spiritually. He wants
to be satisfied in a variety of ways.
The more diverse the ways that your product or service can please and satisfy
your prospect, the easier it is for him to buy.
Emotional Values
Each person has different buying motivations. One of the most critical areas
of sales psychology has to do with what are called “psychic” or “emotional”
values. These are invisible, intangible values that attach to a product or service

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values. These are invisible, intangible values that attach to a product or service
that make it appear and feel more valuable from the customer’s perspective.
For example, often salespeople will try to convince the customer to buy by
assuring him that their product or service is being sold at the very best price
available in the market.
But frequently the prospect is more concerned about the name or reputation of
the company selling the product. He would rather buy something that is better
known, even if it costs more money.
If this is what is most important to the prospect, when the salesperson
emphasizes the lower cost of an unknown product or service, he is actually
hurting his chances of making the sale.
How Others Feel
People are sensitive to other people in their work or home environment.
Whenever someone considers making a purchase, he or she thinks about how
other people may respond to that purchase decision. No one wants to be
criticized. If there is a chance that the prospect will be criticized by his boss or
spouse for making a particular purchase, he will refrain from making that
purchase altogether.