Positive Intersections Between Sales & Psychology

This book represents several intersections, including those between sales and psychology, certainty and uncertainty, innovation and problem-solving, and emotional and artificial intelligence. In these cases, the pathways intersect for good reasons, and the value is in what happens after the crossings. Most visuals of an intersection depict cars entering it with cross traffic, or two lines on a graph that intersect at the point where they cross. The following intersections are more complex than the crossing of two elements and require explanation, as they anticipate an upcoming convergence of fundamental ideas, markets, and associated behaviors that will directly impact how salespeople operate in the future.

Sales Psychology

Let's explore the most straightforward intersection of sales and psychology, revealing it as the starting point for humans selling to humans. In this case, the intersecting terms include reciprocity, commitment, social proof, liking, and authority. Note that when a salesperson offers something of value to a potential customer (such as information or a sample), the customer often feels compelled to reciprocate, thereby increasing the likelihood of making a purchase.

The psychological impact of commitment may be more significant to both parties. It is very common for people (especially buyers) to be motivated to act in ways that align with their previous commitments or stated beliefs. Persuading someone to take small actions increases the likelihood that they will follow through on a larger commitment, such as making a purchase.

Leveraging social proof can be very useful when the seller has evidence of momentum. We know that buyers are influenced by what others are doing, and although it is not explicit, they are following the trends of other decision-makers under social pressure. Testimonials, reviews, and case studies provide evidence that others are satisfied customers, reducing perceived risk and encouraging new prospects to make a purchase. We've all seen the proverbial "logo slide," which identifies other customers in the portfolio who have selected this vendor. Demonstrating expertise, credentials, or third-party endorsements makes a salesperson or company more credible, which increases buyer confidence in their recommendations.

And lastly, people do business with people, and most prefer working with those they like. Buyers are more easily persuaded by those they want or feel connected to, and when they have built some form of rapport, it fosters a genuine relationship that helps salespeople earn trust and close deals.

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