All business revolves around sales. It’s the most valuable skill you can learn. Once you learn to sell anything, you aren’t going to have any issues making money.
This post will take you through the psychology of selling to understand what gets people to buy, in any niche and for any product or service.
The first rule to keep in mind is…
Most People Won’t Buy
No matter how good you are at selling, no matter how great your product is, a larger percentage of people would rather just not buy.
98% of people won’t even make an effort toward a goal they have, for various reasons. One of the biggest reasons is fear of failing. Their belief is if they never try, they can never fail.
However everyone has desire, so what you want to do is to tap into this desire.
Three Quick Tips to Sales Psychology
With that in mind, you can use the 3 tips below to increase the percentage who will buy from you:
ONE – Write for a specific group of people
If you know that women make up 80% of your market, then forget about the men and focus your message solely on the women who make up your target audience.
The same goes for any other major attribute: Cater to the majority and forget the rest as far as your sales message.
You are targeting a particular group’s desires, wants and needs, and to successfully sell to them, you must only write for them. If you want to learn more about writing for your target market, we have another article just on this point, which you can read here.
TWO – Make whatever you’re selling seem simple
Focus on just one core message. Don’t expand into the 10th thing your product can do, as you will lose people and they won’t buy.
Don’t make this message too complex, but also not so easy that it’s insulting. It should be somewhere in the middle, where people can clearly understand the message and benefit from it.
You want just enough information, presented in simple language, to pique their interest and want to learn more about what you are offering.
THREE – Don’t sell an “improvement” on an existing condition
Don’t sell a paint job on a car someone doesn’t want anymore. It’s easier to sell a brand new car than a paint job on a crappy car.
No one wants to hear about some “improvement” because it reminds them of poor past decisions. Consider how you can replace the things that aren’t working in people’s lives. Do not try to sell improvement on the things that aren’t working in their lives.
This doesn’t necessarily mean you have to convince them to change their original decision. It’s all about positioning. A new opportunity that’s fresh and exciting is always going to be much easier to sell than some kind of “improvement” on an original item. The new opportunity allows them to experience the original dream all over again.
People Resist Change
This isn’t a criticism … it’s just biology. Most people have hard-wired beliefs in their mind about the topic that stops them from taking action, such as:
- I can’t do it
- I will fail
- It’s too fast
- It’s too easy
- I’m too educated
- I’m not certified
- I’m not skilled
- If I’m too successful I’ll end up alone
- It’s only for the rich
- I’m afraid I’ll waste hard-earned money
Most people have at least a couple of these unhelpful internal beliefs. It’s simply a survival instinct. If somebody is unhappy in their job … they convince themselves that it’s fine because at least they have a job. It takes a lot of effort and energy to suddenly get up and walk out, and it always takes some sort of trigger or wake-up call that convinces the person that the benefits of leaving outweighs the sudden lifestyle change.
The survival instinct part of the brain will do anything to stay in the comfort zone, to keep everything stable, normal, and most importantly, with a minimum expenditure of energy.
This is why it’s important that prospects believe in you and your offer. The best sales letters convince people that this is, in fact, perfect for them, that the benefits far outweigh the negatives. The way to convince them involves the three points listed above. Talk in their language, make it simple and with the least resistance (therefore the minimum expenditure of energy), and let them dream and desire the new opportunity you are offering.
Opportunity Traits in Ad Copy …
The rules of what type of opportunities sell best are the same across all ad types, whether it’s Facebook Ads, Google Ads, Video ads or any other sales message.
These are some of the best “opportunity” traits used in ads:
- Availability: The product was not available to the prospect in the past (it’s new, it didn’t used to be available but now is!)
- Deadline: The opportunity has an expiration date/deadline (you can put this expiration deadline on your Facebook Ads and/or on your landing page or emails)
- Exclusivity: It is exclusive or limited (exclusive to a certain type of person or group, or exclusive to your website)
- Elevated Status: There is little to no risk on status. The only possibility is that their status will be elevated (ie selling a Kindle publishing course. Even if your book doesn’t sell well, you’ve still become a published author!)
- No need to break routine: The product or service does not require a breakup. You can do it while you’re still doing that other thing. For example, you’re on a certain diet now and don’t want to stop… you can do this at the same time. No need to give up the other thing.
- Element of passion: What you are selling has a passion or purpose element (not required, but it obviously helps if the person has a passion related to the opportunity you are offering)
Be a Hero in Your Niche
One of the final psychological factors to help you sell is to be a hero to your prospect. This can be you, personally, or your brand.
A hero has an interesting evolution story. They have unique parables (lessons, sayings, stories). A sense of humor. Accomplishments (reveal them). Flaws (reveal them). They’re a bit weird. They have a set of principles to live life by, As well as a certain language style they use. They’re likeable and approachable.
Let people relate to you and your brand.
Most brands that people love have a face and story behind them … a “hero” story. It doesn’t have to be you personally, but it’s some sort of personality they can connect with and love.
Ask yourself, why would people buy from you and your brand over a competitor’s? Often it’s just a perception of you and a backstory that your prospects like.
Sometimes, just showing that you’re a “normal” person is enough as well, and that you don’t have any special abilities. You’re just a “regular” guy or gal with a family who had a problem and solved it, and now wants help others solve it. There is a certain form of bravery in this and people can connect to it and believe they can be like this, too.
Keeping these psychological principles of sales in mind in all of your communications with your target audience will give you greater results. Make sure you incorporate them in your business today!