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

Four Questions You Must Answer
Businesspeople ask themselves four questions. You must answer these
questions clearly and distinctly if you are going to make the sale. The questions
are:
1. How much do I pay?
2. How much do I get back?
3. How soon do I get these results?
4. How sure can I be that I will get the results you promise?
Your entire sales presentation must revolve around answering these questions
to the prospect’s satisfaction.
Often, you will have to build a case for buying and using your product or
service. Very much like a lawyer presenting a case in court, you will have to
present one piece of evidence after the other, in sequence, with each feature and
benefit leading to and reinforcing the next feature and benefit.
Emotion or Logic?
Sometimes I ask my audiences, “What percentage of a person’s decisions is
based on emotions, and what percentage is based on logic?”
Almost everyone will say that people are 90 percent emotional and only 10
percent logical. But the correct answer is that people are 100 percent emotional.
Thinking takes time and effort, but emotions are instantaneous. As I discussed
earlier, this is why in sales, prospects decide emotionally and then justify
logically.
If a prospect feels good about you and your company, if he likes you and
respects you, if you have a good relationship, then the power of “liking” will
very often lead to the sale.

---

Logic Makes Sales
Nonetheless, no matter how much the prospect wants your product
emotionally, he still must be convinced logically that he will get the emotional
benefits that he desires. As the saying goes, “Logic makes sales.”
When you build your presentation from the ground up, moving from point to
point, offering specific benefits and then explaining logically how the prospect
achieves those benefits, your sales presentation is built on a solid foundation.
Once the customer decides to buy, he will remain sold afterward, rather than
having misgivings or buyer’s remorse.
Here is an example of how I used to sell sales training, beginning with the
emotion, the desire to increase sales results, and then reinforcing it with the
logical reasons why this was achievable.
My opening question would be, “Mr. Prospect, would you be interested in
seeing a way to increase your sales by 20 to 30 percent over the next six to
twelve months?”
If the prospect was responsible for sales, and qualified, he would say, “Sure,
what is it?”
I would respond, “Mr. Prospect, this is a proven methodology that has worked
for hundreds of companies to increase their sales, and it is unconditionally
guaranteed. If it doesn’t work, it costs you nothing.”
This would immediately relax the prospect and enable him to open up and
listen to me with great interest.