The psychology of selling

What makes us say yes?

How do we come to decisions?Researchers have been studying what makes us say yes for over 65 years

It would be nice to think that people take in all relevant info to make a full and rounded decision - Not true.

In the busy lives we all lead we rely on shortcuts to quickly guide our decision making

Manipulation VS Influencing

Manipulation

The act of influencing of a person's actions with purely your own goals in mind or through bullying and disruption etc.

Influencing

The act of educating and through to a mutually beneficial goal

The 5 Shortcuts to getting a yes!

1)Reciprocity2)Liking3)Authority4)Scarcity5)Consistency

The 5 shortcuts1)Reciprocity

The restaurant study

1 x mint = 3% 2 x mints = 14%2 x mints = 23% (Not what was given but the method it was given by)

- Be first to give

- Make sure what you give is personalised and not expected.

2) Liking (We like people who…) -Similar to us

-Complement us

- Work together with us to online goal

- People listen to who they like and buy off who they trust

- Rapport build

3) AuthorityWhy are you credible? Why should people listen?

Estate agent case study - Increase number of viewing and contracts by receptionist stating the agent's credentials first.

20% > number of appointments

15% >number of sales

4) ConsistencyABC. Still valid today?

Small initial commitments along the way

Activated and reinforced by small ongoing commitments

Drive safely campaign

5) ScarcityPeople want more of what there is less of:

In 2003 Concord announced they would be ceasing flights

Sales went through the roof.

Nothing changed with Concord, it wasn't faster, the service didn’t become better

Need to point out what is unique and what they have to lose

MirroringThe act of matching someone's body language

Connected with the law of Liking

But we work mainly on the phone…..Rapport and icebreak are key

This give vital information on how we can verbally mirror the other person

Pitch

Tone

Interests and hobbies