The secrets of sales psychology: how to influence customer decisions

Knowledge of human psychology will help you become a sales master. Although the marketing world is changing rapidly, some emotional triggers remain unchanged.

An experienced mentor, CEO Jason Miller, explains how to build a sales strategy correctly. He told SSPDaily what you should think about before selling.

According to him, it is important to follow several key steps:

Clearly define your goals

Before you start selling, it is essential to clearly define your goals in this area. In our business, we set sales goals for each quarter and closely monitor our progress on a daily, weekly, and monthly basis.

In the company, we have implemented the practice of recording all sales calls. This allows us to conduct regular analyses and identify areas for improvement. Weekly sales training sessions with our teams help us enhance our skills. When analyzing call recordings, we pay attention to many aspects - from ensuring that we ask the right questions to potential customers to maintaining a supportive and friendly tone of voice.

You need to understand that it is crucial for a client to feel that you genuinely understand their problem. This creates trust and conviction that your company will offer the perfect solution.

Understand the unconscious

Interestingly, 95% of purchase decisions are formed in the subconscious mind. If you want to understand how to influence the subconscious mind and emotions of your customers, it is important to pay attention to the following key aspects:

Psychology of Color:

Colors can evoke various emotions, making them a powerful tool in branding and marketing. Each color has many associations, but here are a few examples:

• Purple is associated with luxury and sophistication.
• Blue brings a sense of calmness and reliability, often used in doctors' offices and spas.
• Orange creates a feeling of warmth and is associated with creativity and adventure. This color is bright and attracts a young audience.

• Red is used in restaurants to stimulate appetite and create excitement.
• Black emphasizes the brand's confidence and elegance.

In our company, we consciously chose blue, red, and white for our logo. These colors symbolize American pride in their flag. Red, in addition to stimulating the appetite, also represents the strength and courage we stand for.

Importantly, each color can evoke both positive and negative emotions. For example, red can not only stimulate appetite but also cause anger.

Knowledge of sales psychology will help you understand what your customers will buy.