The Psychology of Selling: 13 Steps to Selling that Work

Summary

This video script delves into the psychology of effective selling, outlining 13 crucial steps to win prospects and close sales. It emphasizes the importance of authenticity, understanding customer needs, avoiding high-pressure tactics, and creating a two-way dialogue. The script encourages salespeople to see themselves as problem solvers, not just vendors, and to use questions to uncover and tie customer challenges to tangible value. It also stresses the significance of feedback loops to keep prospects engaged and the right timing for discussing budgets.

Takeaways

• 😀 **Drop Enthusiasm**: Prospects prefer genuine interactions over forced enthusiasm, as over-excitement can trigger reactance.
• 🤔 **Avoid the Pitch**: Prospects want to feel understood, so focus on discovering their needs rather than immediately presenting your offering.
• 🚫 **No Pressure**: Avoid pressuring prospects as it can kill a sale; instead, engage in a two-way dialogue to understand their perspective.
• 👥 **Focus on Them**: Prospects are interested in what's in it for them (WIIFM), so make the conversation about their needs and challenges.
• 🥾 **Get in Their Shoes**: Top performers understand the buyer's experience and think from the buyer's perspective to better connect with them.
• 🔍 **Create Value Through Questions**: Instead of pitching, ask insightful questions that help prospects understand the impact of their challenges.
• 🙅 **No Isn't Bad**: Rejection is not negative; it helps identify unfit prospects early, allowing salespeople to focus on qualified leads.
• 🗣️ **If You Feel It, Say It**: Be transparent about your feelings during the sales process; address concerns directly to avoid misunderstandings.
• 🏥 **Think Like a Doctor**: Delve deep into the prospects' challenges to understand the root cause, similar to how a doctor diagnoses a condition.
• 💰 **Tie Challenges to Value**: Quantify the value of solving the prospect's challenges in terms of revenue, profitability, or savings.
• 🔄 **Make It a Two-Way Dialogue**: Keep the conversation interactive to maintain engagement and ensure the prospect feels heard and involved.
• 💵 **Budget Comes Later**: Discuss budget after establishing the value and fit of the solution, not at the beginning of the conversation.
• ⭕ **Feedback Loops**: Use questions to create mini-closing moments throughout the conversation, leading to a natural next step rather than a hard close.

Q & A

What is the main focus of the video on the psychology of selling?

The video focuses on the 13 steps to effective selling, emphasizing the importance of understanding the psychology behind successful sales interactions and avoiding common mistakes that can repel prospects.

Why should salespeople avoid showing too much enthusiasm when meeting prospects?

Overenthusiasm can trigger a psychological phenomenon called reactance, where prospects feel repelled and resist when they sense they are being pushed in a certain direction, making it seem insincere.

What is the significance of not immediately pitching to a prospect?

Prospects are more likely to engage when they feel understood. Pitching too early can come off as insincere and not tailored to their specific needs, which can be a turn-off.

Why is it important for salespeople to avoid putting pressure on prospects?

Pressure can kill a sale, as it can make prospects feel uncomfortable and lead to resistance. Removing pressure allows for a more natural and comfortable conversation to unfold.

What does the acronym WIIFM stand for and why is it important in sales?

WIIFM stands for 'What's In It For Me?' It's important because prospects are primarily concerned with how a product or service can benefit them personally, not about the seller or the features of the offering.

How can salespeople create value through their questions?

By asking insightful questions, salespeople can help prospects understand the depth of their challenges and the potential value of solving them, rather than just pitching the product or service.

What is the psychological reason behind the advice 'no isn't bad' in sales?

Understanding that 'no' isn't bad helps salespeople to see rejection as a natural part of the process, allowing them to quickly identify and disengage from unqualified prospects, thus saving time and resources.

Why should salespeople 'get in their shoes' when thinking about their buyers?

By empathizing with the buyer's experience and perspective, salespeople can better understand their needs, concerns, and motivations, leading to more effective and personalized sales strategies.

How can salespeople ensure their sales presentation is a two-way dialogue?

By using feedback loops—short questions that reengage the prospect and ensure they are following and agreeing with the points being made—salespeople can maintain an interactive and engaging conversation.

Why is it recommended to discuss budget later in the sales process?

Discussing budget too early can derail the conversation and focus on price rather than value. Bringing it up later, after establishing the value and understanding the prospect's needs, can lead to a more productive discussion about investment.

What is the purpose of feedback loops in a sales conversation?

Feedback loops serve to reengage the prospect, ensure they are on the same page, and create mini moments of buy-in throughout the conversation, making the final close smoother and more natural.

Outlines

00:00

😀 Understanding the Psychology of Selling

The speaker introduces the concept of the psychology behind effective selling, emphasizing the importance of knowing what attracts or repels prospects. They highlight 13 steps to successful selling and begin by advising salespeople to drop excessive enthusiasm, as it can trigger reactance in prospects, causing them to resist. Instead, genuine engagement is recommended. The summary also touches on the importance of understanding prospects' needs and concerns, rather than immediately launching into a sales pitch.

05:01

🙅‍♂️ Avoiding Pressure and Making It About the Prospect

The speaker discusses the negative impact of applying pressure during sales interactions, which can hinder the sales process. They suggest removing pressure and focusing on understanding the prospect's needs through conversation. The emphasis is on making the interaction about the prospect, not the salesperson or the product. The speaker also mentions the importance of getting into the prospect's shoes to better understand their perspective and challenges.

10:02

🤔 Creating Value Through Questions and Embracing 'No'

This section focuses on the strategy of creating value by asking insightful questions rather than pitching solutions. The speaker draws a parallel with a psychologist's approach, which is to understand the root of the problem rather than rushing to provide answers. They also challenge the fear of rejection, stating that a 'no' is not a failure but an opportunity to identify unfit prospects early and focus on qualified leads.

15:03

💡 Tying Challenges to Value and Engaging in Two-Way Dialogues

The speaker advises tying the prospect's challenges to specific values, such as increased revenue or cost savings, by asking direct questions that prompt the prospect to quantify the potential impact of solving their issues. They also stress the importance of maintaining a two-way dialogue throughout the sales process, which increases engagement and the likelihood of closing a sale. The summary underscores the need to reengage the prospect after presenting information and to use feedback loops to create mini moments of agreement.

💸 Discussing Budget Later and Utilizing Feedback Loops

The final paragraph discusses the strategy of addressing budget concerns later in the sales process, after the value and challenges have been thoroughly explored. The speaker introduces the concept of feedback loops, which are short questions that reengage the prospect and create small moments of agreement. This approach builds a connection and makes the prospect more likely to commit to the next steps, ultimately leading to a natural close without the need for a hard sell.

Keywords

💡Enthusiasm

Enthusiasm refers to a strong interest or passion in a subject. In the context of the video, it is advised that salespeople should drop excessive enthusiasm when meeting prospects as it can come off as insincere and trigger a psychological phenomenon known as reactance, causing the prospect to resist rather than engage. The script suggests a more genuine and calm approach is more effective in building rapport with potential customers.

💡Pitch

A pitch in sales is a presentation intended to persuade a potential customer to buy a product or service. The video emphasizes that prospects often feel that salespeople do not understand their needs because they immediately launch into their pitch without first understanding the prospect's concerns. The script suggests that a more engaging approach is to have a two-way dialogue about the prospect's challenges before presenting a solution.

💡Pressure

Pressure in sales refers to the act of urging or pushing a prospect to make a decision or purchase. The video script describes pressure as a 'no-no' in sales because it can be counterproductive and cause the prospect to pull back. It is suggested that removing pressure and instead asking questions to determine if there is a fit can lead to more successful sales outcomes.

💡WIIFM (What's In It For Me)

WIIFM is an acronym for 'What's In It For Me,' which represents the self-interest of the prospect. The video explains that prospects are primarily concerned with how a product or service can benefit them personally. The script advises making the conversation about the prospect's needs and interests rather than focusing on the features of the offering.

💡Perspective

Perspective in this context refers to the point of view or the ability to see things from another's viewpoint. The video encourages salespeople to get into the shoes of their buyers to better understand their experiences, concerns, and what motivates them to make a purchase. This understanding helps in crafting conversations that resonate with the prospect's needs.

💡Value

Value in sales is the worth or usefulness that a product or service provides to the customer. The script suggests that value should be created through the questions asked by the salesperson, helping the prospect to understand the implications and benefits of solving their challenges. This approach is more effective than directly pitching the features of a product or service.

💡No

In the script, 'No' is presented as a natural and not necessarily negative part of the sales process. It emphasizes that hearing 'no' is an opportunity to identify that a prospect is not a good fit early on, allowing the salesperson to focus on qualified leads. This perspective removes the fear of rejection and the pressure associated with it.

💡Feedback Loops

Feedback loops are the questions or statements used to reengage the prospect in the conversation and ensure they are following and agreeing with the points being made. The video script describes them as mini closes that create moments of buy-in throughout the conversation, making the final close more natural and less pressured.

💡Budget

Budget in the context of the video refers to the financial resources a prospect has available for a purchase. The script advises discussing budget later in the sales process, after the value and fit of the solution have been established. This approach helps to avoid prematurely disqualifying a prospect based on price alone.

💡Two-Way Dialogue

A two-way dialogue is a conversation where both parties actively participate and contribute. The video emphasizes the importance of engaging the prospect in a back-and-forth conversation rather than a one-sided presentation. This interaction is shown to increase the prospect's level of engagement and the likelihood of a successful sale.

💡Psychology of Selling

The psychology of selling encompasses the understanding of human behavior and mental processes as they relate to the sales process. The video script outlines various psychological principles such as reactance and the importance of genuine engagement, which when applied, can improve sales effectiveness.

Highlights

The psychology of selling is crucial for effective sales, yet many salespeople are unaware of what attracts or repels prospects.

Enthusiasm can actually repel prospects due to psychological reactance, so authenticity is key.

Salespeople often pitch too early without understanding the prospect's needs, but a genuine conversation is more effective.

Avoid putting pressure on prospects as it can kill the sale; instead, ask questions to determine if there's a fit.

Focus on the prospect's needs (WIIFM - What's In It For Me) rather than your own offerings.

Top performers are effective at taking the buyer's perspective to understand their experience and concerns.

Creating value comes from the questions you ask, not just the solutions you pitch.

Embrace 'no' as a natural part of the sales process, helping to identify unqualified prospects early on.

If something feels off in the sales interaction, address it directly to get to the point quicker.

Dig deep into the prospect's challenges like a doctor to uncover the core issues.

Tie the prospect's challenges to specific value outcomes, such as increased revenue or cost savings.

Make sales presentations a two-way dialogue to keep the prospect engaged and invested in the conversation.

Discuss budget later in the sales process, after establishing the value and fit of the solution.

Use feedback loops to keep the conversation interactive and to create mini moments of agreement.

The sales process should naturally lead to the next steps without a hard close, using feedback loops to build consensus.

The speaker offers a free eBook with 25 tips to help crush sales goals, encouraging viewers to engage with the content.

Transcripts

Do you ever notice that moment

where you've won over that prospect?

But, on the other hand, have you ever seen the look

on their face when you just clearly lost them?

There is truly a psychology to selling effectively.

Yet most salespeople don't know exactly

what they're doing correctly that's making people

more attracted to them, versus incorrectly

that's actually repelling prospects away from them.

In this video I'm going to show

you the psychology of selling.

The 13 steps to selling that actually works, check it out.

(clicking)

Number one, drop the enthusiasm.

This is probably my biggest passion

in this sales training space is getting salespeople

and to drop the enthusiasm, to drop the excitement

when they're in front of prospects.

Your prospects don't like it, they don't enjoy it.

They don't feel good about it

because it doesn't seem real, right?

If I go up to you, just forgetting

a sales situation, but let's just say I come up

to you at a networking event, right?

And I come up, and I introduce myself.

And I say, hi, my name's Marc, it's nice to meet you.

Right, simple introduction.

What if on the other hand I come up and I say,

hey, Marc Wayshak, how are you?

You're immediately like, what, that feels weird.

And then, when you add it into a selling situation,

immediately your prospect is going to be repelled.

It actually is caused by a psychological phenomenon

called reactance, where when we're clearly trying

to push someone in one direction

they're going to resist, they're going to pull back.

So we want to drop that enthusiasm,

and instead just be real, be genuine.

Number two, they don't want the pitch.

Some very recent data showed that one

of the biggest reasons that prospects

and buyers don't ultimately choose to do business

with a salesperson is that they felt that the salesperson

didn't really understand their needs, their concerns.

Yet, what most salespeople are doing is when they first meet

that prospect they're coming in with that pitch.

They're coming in with all of the reasons why someone

should do business with them in the first place

when we don't actually know if it's a fit.

We haven't done that proper discovery

to understand what's really going on.

So what your prospect really wants

at the end of the day is they want to be engaged

in a conversation about what's going on,

what's really important to them.

And what those challenges actually look like to them.

And then, if based on that conversation

they still feel like it's a fit, now it's presentation time.

Now it's time to present what that solution looks like.

Think of it almost as a doctor's type of a conversation.

You go to the doctor, and the doctors are not saying,

hey, we have this incredible new procedure, right?

Instead, they're just saying, hey,

tell me where are you feeling that pain?

What's going on, help me understand, right?

It's a two-way dialogue, and it's not about the pitch.

Number three, pressure is a no-no. (laughs)

Now, growing up we would always use

the term no-no, that's a no-no.

And I still think about pressure

in sales as the same idea here.

It's that we don't want to be putting pressure

on prospects because it's a no-no.

Because it is such a taboo, it is such a bad thing.

And it's not just not helpful,

it's actually killing the sale.

So what we want to do is remove

all pressure from the selling situation.

Instead of trying to persuade the prospect

to tell us, yes, where we're immediately

as a result putting all this pressure onto them.

Instead, we want to take a step back.

It's like I said earlier, there's this concept

called reactance in psychology where in any situation

when we're trying to push someone to do something,

and they know we're doing that,

they're immediately going to want to pull back.

Think about trying to get your kids to do something,

or your spouse, or someone that you know.

Trying to push them into something

that they're not really sold on yet.

If they feel like you're putting pressure there's a good

likelihood that they're actually going to pull back.

Well, that's the exact same thing

with selling to a prospect.

If we're putting pressure on

they're actually gonna pull back.

What I suggest is you take all that pressure off.

And, instead, just questions to determine

whether there's actually a fit.

Number four, it's about them, not you.

Now, again, this goes back to one of these really old ideas.

There was a boss that I had who used to say

prospects listen to one radio station.

And that one radio station is WIIFM.

Now, do you know what WIIFM stand for?

It's what's in it for me, that's what prospects care about.

They don't care about you,

they don't care about your offering.

They don't care about your products,

or your services, or how great your service is.

What they care about is themselves.

Is this conversation going to be, A, worth my time,

and, B, is their solution going to actually

help me solve a problem that I care about?

If they can't answer affirmatively to either

or both of those questions, then you're in trouble.

We've got to make the conversation about them.

Understanding their concerns, asking questions

about their challenges, the things that they care about.

And then, when they see that it's about them,

now they're going to be engaged in a conversation.

Because people like to talk about themselves.

People like to talk about their concerns, or their goals,

or whatever it is that they're looking to accomplish.

By making it about them and not your offering,

now we're in a position where we're much more effective.

Number five, get in their shoes.

Some really powerful data has shown

that top performers are much more effective

at taking the perspectives of their buyers.

So when's the last time you've really thought

through what's the experience,

what's the buying experience that my buyer goes through

when talking to me, or when talking to my competitors?

Again, I'm not talking about what's the value proposition,

or what's your product experience.

I'm talking about the actual experience of buying from you.

What's it feel like, what's good, what's not good?

Get in their shoes, start to think more like your buyers.

What do they care about, what are

the challenges that they're facing?

What are the reasons that they do business with you?

What are the reasons they do business with your competitors?

Understanding that, and suddenly we're now

really getting into the mind of our buyer.

So, when we talk about the psychology of selling,

it's literally how can we start to think like our prospect?

How can we really understand what they care about?

And then, craft our conversations

around what they care about.

Number six, we need to create value through our questions.

When you watch those scenes in The Sopranos,

if you've ever watched the show The Sopranos.

And you watch the conversation

between Tony Soprano and his psychologist.

It's really interesting from

a sales perspective as I watch it.

Because she's never really, the psychologist,

is never saying the solution.

Tony says he's got a problem

where he's concerned about this.

And then psychologist says, well,

help me understand why you say that.

Or, how's that make you feel?

Now, these aren't necessarily the exact questions

that we want to be using in sales.

But what you see is that most salespeople

when a prospect comes to us and says,

oh, I've got this problem, most salespeople say,

well, you're in the right place.

We've got this awesome new suite

of products that are gonna help you.

Instead, take a step back, and create value

not through what you're saying,

what you're pitching, but instead create value

through the questions you're asking.

Help me understand why you say that.

What would you say this challenge is costing you?

Or if you were able to solve this problem what would it mean

in additional revenue or additional profitability?

Create the value through the questions,

not through the pitching of your ROI,

or the pitching of the value that your service offers.

Really, do it through the questions,

not through just the actual statements you're making.

Number seven, no isn't bad.

Let me repeat that, no isn't bad.

This is so important as a concept in sales,

is that most salespeople spend

their entire lives trying to avoid rejection,

trying to avoid the prospect ever saying no.

Yet, when you think about it

there's no reason to feel that way.

No isn't a bad thing because the reality is that about

at least 50% of your prospects are not a good fit.

Our data show that at least 50% of the people

that you initially come across are not going

to be a great fit for whatever it is that you're selling.

So with that said we want to get to know as quickly

as possible with those 50% that aren't a good fit.

So if it ultimately turns out that it just isn't a fit try

to identify that as early as possible.

And consider that a victory that it wasn't a fit

because top performers are spending the majority

of their time in front of qualified prospects, in front

of the prospects that want to do business with them.

So the only way that that can be ensured happens

is to make sure that when you come across someone

who's not a fit is that you disqualify them and you move on.

And what this also does is it takes off all that pressure.

It takes off all that pressure that the prospect

is feeling to do business with you.

And, instead, you're basically saying, look,

I'm not sure if this is going to be a fit.

Help me understand what's going on.

Now the prospect feels so much more comfortable.

From a psychology perspective

you've taken all that pressure off.

Now they feel good about this interaction.

And at the same time you can too,

because you know that if it's not a fit you move on.

If it is a fit we're going

to explore exactly how it's a fit.

Number eight, if you feel it, say it.

Let me repeat that, if you feel it, say it.

One of my mentors used to always say this.

And it's just stuck with me as so true.

Quite frankly, even more true in today's selling environment

where there's just no time for wasting time

with tire kickers or people that just aren't a fit.

If your prospect is talking in a way

that's making your gut say, you know what,

there's something not right here,

rather than just push through just say it.

Just get it out on the table,

whatever it is that you're feeling.

And I don't mean to say that this has to be confrontational.

But let's say your prospect, it just seems

like they're just not into this.

Maybe the timing's not right, or they're not interested,

or they just seem distracting in the meeting, say it.

Say, George, I really appreciate your sitting with me today,

but it seems like you're pretty distracted right now.

Is this maybe not a good time to be talking about this?

And watch them suddenly say, oh, no, no, no.

I'm sorry, I was distracted, but no, no,

I do want to have this conversation.

Or if they seem like they're just not

interested in what you're talking about.

You say, George, I get the sense that this just doesn't seem

to be of a lot of interest to you, is that fair to say?

Now, they may say, yeah,

you know what, no, I'm not interested.

And then you can say, okay, well tell me

why you say that, right, so you dig in there.

But they may also come back and say, no, no, no.

No, this is definitely something that I want to talk about.

It's amazing how you get to the point

so much quicker by saying what you're feeling.

If you feel it, say it.

Number nine, get deep into their challenges.

There is something that I've been saying for years,

that we need to think like a doctor.

We need to stop thinking like a salesperson,

and start thinking like a doctor.

This idea of getting deep into their challenges

I think addresses that exact concern.

It's that the typical salesperson, prospect comes to them

and says, oh, you know, we have this operational challenge.

Do you think you can help us?

And the typical salesperson says,

absolutely, we can help you.

We'd happily give you a suite

of offerings, whatever, you know.

But they're not going into the challenges.

They just identify a surface level challenge,

and then they offer the solution,

versus the professional salesperson

who thinks like a doctor.

So, the prospect says, yeah,

we've got these operational issues.

Do you think you can help us?

And the doctor says, well, tell me

more about those challenges.

Help me understand what's going on, dig deeply.

Think of it as an iceberg, right,

most prospects are willing to discuss

what's at the very top of the iceberg to anyone.

And what we want to do is go deeper and deeper,

and understand what's really going on

to get deep into those challenges.

Really, using psychology, using effective questioning

to get into the core challenge that they're facing.

Number 10, tie those challenges to value.

Tie those challenges to value.

We talked about going deeper to

really understanding what's going on.

Now what we want to do is tie

those challenges to a specific value.

What is it that if they could solve

this challenge what would it mean in value to them

in upside revenue, or profitability, or savings?

Here's an example, prospect is talking

about their marketing challenges, right?

And they're saying, yeah, just our marketing

is not as effective as we'd like.

We just feel like we're not getting

the number of leads that we'd like.

So, now, you as a salesperson,

you'd dig into those challenges and all that.

And then you'd say something along the lines of,

well, George, if you were able to solve

these challenges that you're facing what would it mean

in additional revenue to the organization?

Now, what you're doing is giving the prospect

the opportunity to come back with a number, right?

They might say, oh yeah, well, I mean,

jeez we could easily increase revenue

by a couple million dollars if we were

able to solve these challenges.

Now you've tied the challenges to

some kind of specific tangible value.

And it's their number, it's their number.

By the way, even if you're on the consumer side,

you're selling to consumers,

there's still a value in solving their challenges.

So I doesn't have to necessarily be a number.

But what is that value to solving those challenges?

Or what is that challenge really costing them right now?

Number 11, make it a two-way dialogue.

Psychology shows us that when people

are actually speaking that's when they're most engaged.

When they're listening they're maybe engaged,

but they're less likely to be really engaged.

So what you want to do is even when you're presenting

you want it to be a back and forth.

You want it to be a two-way conversation

where there's never a period where

you're just going, on, and on, and on, and on.

And talking about your service, or your product,

or your offering, or the value that you create.

You want to only be going on for a little bit,

and then reengaging them back into the conversation.

If it is truly a two-way conversation

you are going to close a lot more of your sales

because it means that they have

to be engaged if it's a two-way dialogue.

Keep that back and forth, anytime you present something

say something like, so now that I've shown you

that I want to understand, does that make sense

based on what we're talking about?

Get them back into the conversation.

Number 12, budget comes later.

This is one of the most important things

is that we don't want to start our conversation

by talking about our price or talking about money

at the beginning of the conversation.

We want that to come at the end of the discovery process.

What that would look like is

we've gone through the challenges,

we've gone through what the upside value is.

We've gone through really understanding the whole issue.

And now it's time to talk about budget.

So you might ask a question like,

you know, George, typically a solution based on

what I'm hearing the challenges are,

typically a solution for what we've discussed

could range anywhere from 100,000 to 500,000.

Where on that spectrum could you see yourself fitting?

Now what you've done is you've

given a range of potential budgets.

By the way, it's a pretty big range,

100,000 and $500,000, huge range.

And now we're letting them come back and say, oh,

I feel like I could, you know, potentially 300 or 100.

And if you've really built an effective connection

throughout your process you're going to get that answer.

You're gonna get that insight.

Make sure that it's coming later in the process,

though, after you've really built that connection,

after you've really built that value.

Number 13, feedback loops, feedback loops.

I said earlier we want to make

our presentation a two-way dialogue.

And the feedback loops are simply

those little questions when we're talking to people

that are pulling them back into that conversation.

And feedback loops are something

that I use all the time with every single person

in my life because it's so effective.

If you ever find yourself going on and on,

or talking for more than, you know,

let's say 60 seconds, stop and just say,

so before I go any further, does this make any sense?

Or do you see what I'm saying, or does that work for you?

Right, these little questions that

are pulling people back into the conversation.

The data shows that these little questions

are not only reengaging people in the conversation,

but it's also creating little moments of buy-in.

Little, basically, think of them as almost

like a mini close in the conversation.

You're pulling them closer, and closer, and closer.

That way by the end of the presentation,

assuming they've been on the same page with you,

and they like what you're saying, then the only question

to close is, what would you like to do next?

There is no hard close because you've used

these feedback loops all throughout the process.

And now all you're doing is just

establishing what's the next step.

There is the psychology of selling,

the 13 steps to selling that actually works.

I want to hear from you, which of

these ideas did you find most useful?

Be sure to share below in the comments section

to get involved in the conversation.

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