The science of selling helps us understand what is going on in the mind of the customer and how to improve the performance of our salespeople. After all, if we understand what a buyer is thinking, we can more effectively tailor our offer to their needs and wants. We’ll turn your next opportunity into a sale using the following scientifically tested methods. Also, to read more articles about business organization, you can refer to the articles page.
Does Understanding Sales Science Improve Our Performance?
We regularly consider sales ability as a constant quality. We may or may not have this ability. But the science of sales tells a different story.
Neuroplasticity: The ability to rewire our neurons to develop new skills allows us to improve our natural talents over time. Our brains are amazingly adaptable!
Pathways to Environmental Influence: Ways to increase sales discovered by research.
An example of this is the asymmetric dominance effect: this suggests that customers are more likely to buy when presented with two options, one good and one excellent. Why? Because having a good option makes a great option look even better!
Six Basic Questions in the Science of Sales
The decision to buy a product is the final result of a series of six questions:
1.Why do they need to change? We need to explain what is lacking or undesirable in the buyer’s current situation. People need to feel that change in anything is justified.
2.Why do they need it now? Here we need to explain why it makes sense to buy at this particular time (e.g. temporary discount, other factor creating urgency, etc.)
3.Why is our industry a good fit? Before we introduce our specific product, we need to introduce our industry as a whole (why our industry is a better choice than another).
4.Why is our company suitable? Highlight the things that make our company stand out.
5.Why is our product suitable? Explain why our product or service is the best option and can have quality, expertise, countless satisfied customers, etc.
6.Why should they spend money? Explain the financial benefits of your product or service. Be sure to mention both the cost savings and loss prevention features it may have.
Our job as a seller is to help consumers in the process of answering these questions. If we can answer any of these questions, it’s an easy sell. If you are unsure about any of these questions, the sale will be lost.
Raise the Spirit of Our Buyer!
We like to think that our choices are always based on reason, logic, and facts, but our inner emotional state plays a huge role in our decision making.
Neuroscientists note that positive emotional states make us more outgoing and persuasive. While negative emotional states make us shy and make it harder for us to penetrate.
Emotional Recognition: It is a phenomenon that the emotions and behaviors of a person directly cause similar emotions and behaviors in other people and it plays a big role in the science of sales. This means that if you approach others with a big smile and a bright demeanor, they often reflect our happy emotional state.
Non-Verbal Cues can be Contagious!
A casual conversation can go a long way toward making a sale. If the buyer seems to be in a bad mood, try to lighten things up with positive conversation and questions that stimulate happier thoughts, such as their last vacation or hobbies. These strategies in the science of selling can change the atmosphere enough to smooth the sales process.
Create Powerful Questions
In the science of selling, before we start selling our product or service in response to customers, we need to ask the right questions.
As shown in a study published in the Journal of Applied Psychology, even asking basic questions can influence a person’s behavior. It found that simply asking someone who was going to vote increased their chances of voting by 25%.
Instinctive Elaboration: It is a mental process in which the respondent changes his thinking towards the subject. Even though questions are a great way to focus a conversation, we shouldn’t start our sales pitch with specifics.
Social Influence Theory: This phenomenon occurs when people think clearly because information is presented in layers. This means that it is important to ask the questions in the right order. Let’s start with general questions before narrowing our focus based on the answers we get.
In sales science, for example, to get basic facts about your customer’s current situation, ask broad questions such as: How was your income last quarter?
Then move on to more evaluative questions, such as: Why do you think income has decreased?
Finally, we ask specific questions about purchase motivations, such as: Do you want a product that increases efficiency by 6 percent?
By following this framework, we will understand exactly what issues are important to our customers. We will also show how our product or service can address these concerns.
Make Sales Based on the Real Needs of the Buyer
According to the science of sales, if we really understand the needs and wants of our customers, we can easily adjust our terms to their specific conditions. Unfortunately, most salespeople fail in this area.
Attention Blindness: This phenomenon occurs when we focus so much on highlighting what we think is important that we don’t consider what really appeals to our buyers. The problems our customers need to solve are the key elements they consider when making a purchase.
Using the power of pointed questions, we can guide our customers to clarify the problems they are facing. We can even suggest common problems to see if they are a good fit. Once we understand the problem, identify any other key metrics our buyers deem necessary. These are the minimum requirements our products or services must meet if we are to make a sale.
Show the Value of Your Product or Service
How we perceive the world depends on how it is presented to us.
Social Exchange Theory: This theory in sales science states that people like to maximize value while minimizing costs. In other words, when it comes to human relationships, people are happier when they feel they are getting a good deal. Therefore, it is important that sellers present their products or services as a worthwhile investment.
By knowing our customers’ needs, we can determine how our product or service will create value and prevent future problems. By taking a generic feature and turning it into a specific advantage, our product looks like a bargain!
Analogy: A tool in sales science to highlight the value of our offering by comparing it to inferior competitors. It stops the protest before it happens!
Once it is clear that competitors cannot provide the same value as our service or product, our buyer will not consider anyone else.
Complete Your Sales Pitch with Scientifically Proven Strategies
The human brain works in unusual ways and can be affected by unlikely factors. Therefore, if we want to be better salespeople, we need to use insights from psychology and behavioral science to improve our results.
In an experiment, it was found that the human brain performs better in decision-making when there are fewer options to choose from.
Anchoring: This psychological phenomenon in sales science occurs when we unconsciously compare new information with old information. For example, a training class of 3 million Tomans may seem expensive. But if a private class of 30 million Tomans is offered to us first, that high price becomes an anchor. Suddenly, a 3 million Tomans training class looks great!
Before we reveal the actual price, we can apply this concept by offering expensive anchors from competitors in our next sale.
Narrative Paradigm: This psychological phenomenon refers to our brain’s natural tendency to be more easily swayed by stories than simple facts. A compelling story can bypass our critical thinking abilities and penetrate directly into the emotional part of our mind. So, when making your next plan, put your proposal in a narrative framework. Instead of presenting a simple list of details, introduce a character, a conflict, and a resolution.
For example, we can talk about previous clients. First, let’s explain what issues they were facing. Then, tell an exciting story about how our product or service has helped them. Our goal is to tailor our pitch to the ways brains actually work. With these valid scientific methods, we will see real results.
Up to Sum
This approach draws on social psychology, neuroscience, and behavioral economics to uncover powerful ways to influence others. Knowing the science of sales can help us in increasing the sales rate and sales skills. Stay with the specialists of Uprodemy website to get business advice and international trade.