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Video Summary:
The Psychology of Selling Step #1: Drop the enthusiasm.
This is my biggest passion in the sales training space today. Salespeople need to drop the enthusiasm. It’s time to get rid of the excitement when you’re in front of prospects.

The Psychology of Selling Step #2: Stop pitching.Recent sales data shows that one of the biggest reasons that prospects and buyers don’t ultimately choose to do business with a salesperson is that they felt the salesperson didn’t really understand their needs.
                   
The Psychology of Selling Step #3: Pressure is a no-no.Grown-ups are always telling kids that bad behavior is a “no-no”—and this is exactly how I feel about pressure in sales. Never, ever apply pressure to your prospects in a selling situation.                    

The Psychology of Selling Step #4: It’s about them, not you.I once had a boss that used to say, “Prospects listen to one radio station, and that one radio station is WIIFM.” Now, do you know what WIIFM stands for? What’s in it for me.
                   
The Psychology of Selling Step #5: Step into their shoes.Some really powerful data has shown that top performers are much more effective at taking the perspectives of their buyers. When’s the last time you really thought about the experience your buyers go through when talking to you? What about when they talk to your competitors?                    

The Psychology of Selling Step #6: Create value through questions.If you've ever watched the show “The Sopranos” then you remember those conversations between Tony Soprano and his psychologist. Did you ever notice how the psychologist never proposes a solution to his problems?
                   
The Psychology of Selling Step #7: “No” isn’t bad.Let me repeat that: “No” isn’t bad. This is such an important part of the psychology of selling. Most salespeople spend their entire careers trying to avoid any type of rejection. But in reality, hearing “no” isn’t a bad thing at all. You see, our data shows that at least 50% of your prospects are not a good fit for what you sell.

The Psychology of Selling Step #8: If you feel, say it.One of my mentors always used to say this, and it stuck with me because it’s great advice. In today’s selling environment, there’s just no time to waste with tire-kickers or people who aren’t a good fit.                    

The Psychology of Selling Step #9: Get deep into their challenges.This is something I’ve been saying for years. Salespeople need to start thinking like doctors, and stop thinking like typical salespeople. The key is to get deep into prospects’ challenges. Most salespeople just identify a surface-level challenge and then immediately offer a solution.
                   
The Psychology of Selling Step #10: Tie their challenges to value.We’ve talked about going deeper to really understand what’s going on in your prospects’ world. Now you want to make sure you’re tying their challenges to a specific value.

The Psychology of Selling Step #11: Make it a two-way dialogue.The psychology of selling shows us that when people are actually speaking, they’re the most engaged. When they’re listening, they may still be engaged in the conversation, but it’s less likely.                    

The Psychology of Selling Step #12: Budget comes later.This is one of the most important elements in the psychology of selling. You never want to begin your sales conversations talking about price or money. This budget discussion should come at the end of the discovery process.
                                       
The Psychology of Selling Step #13: Use feedback loops. I said earlier that it’s important to make your presentation a two-way dialogue. Feedback loops are the most effective way to do this. These are little questions to ask when you’re talking to prospects that will pull them back into the conversation.

So, there you have it. That’s the psychology of selling in 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.