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Psychology_324_with_shadowThe study of psychology is a bunch of hoo-ha!

We all know someone who would state something like this, perhaps ending with a different word, but with the same sentiment.

We have a wide spectrum of beliefs about how much we can benefit by understanding more about human psychology in the sales industry.

Gregory Ciotti (@gregoryciotti  for @HelpScout) put together an amazing resource that’s actually broken into chapters due to his comprehensive approach on this topic. It’s titled, “10 Ways to Convert More Customers” and you need to read it.

The post begins with a strong statement this writer goes on to back-up throughout the rest of the article:

When it comes to converting consumers [or buyers, in our case], the secret to more sales is as simple as understanding just what your buyer wants (and expects) from your business.

Ciotti features 10 different studies that reveal insights into the minds of your buyers. My favorite parts of this resource are the volume of nuggets the reader can take away and begin using today.

The application element of this article is outstanding.

What we now know about human psychology can give you the edge you need to convert more sales. It’s true. This is the overall premise of this article, and it’s one with which I agree. Dale Carnegie and countless other have also come to this conclusion.

Whether small or big benefits come from these small or big changes in your behavior and speech, there’s ground to be gained if we will simply put in a little time to gain this understanding and to begin applying it in our daily interactions with others.

If we truly do offer value in what we are selling, then the outcome becomes a win-win thanks to the application of the principles mentioned in this post.

Read this resource now and bookmark it for the future. Great job on this, Gregory. Thank you for it!

[Reading Time: 10:00+]

QUESTION ::: Which studies, or nuggets, from this article caught your attention most and why? What are you going to apply this week?

Let’s talk about it…

Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

Read more »



sticky_branding_290When in a selling situation, are still you under the impression that your words matter most?

If that’s the case, author, keynote speaker and marketer Jeremy Miller(@stickybranding) has quite a few wise words for you in his recent blog post titled, “Customers Persuade Themselves: The Power of Positive Mind Chatter.”

What I Especially Liked About This Post…
Miller talks about what I’ve also found to be consistently true in my decades of selling. That truth is: the most effective person to sell you anything is YOU.

What You Need to Know…
What’s really going on when you clearly have a superior product with a better price and the prospect won’t budge?

As frustrating as the sales process might be, there is a fascinating psychological response taking place. The customer is not hearing the messages that you are delivering. You’re being drowned out by mind chatter — their inner dialogue.

So, you can either try to force them to see things your way [which is about as effective as beat them with a blunt object to turn them] or you can start using your awareness of this psychological response to your advantage.

All in favor of the latter, keep reading…

For starters, begin to better understand the power of the inner voice:

“…when you receive a persuasive message you are more apt to recall your mind chatter than the message itself.
“You remember your internal arguments for or against the message you received. You remember how the message (or the deliverer of the message) made you feel.”

Miller then recommends  an experiment. Whether or not you choose to take the time to do it, you can see how the experiment is probably correct.

Then comes the most important set of paragraphs in the post. Now, my intention isn’t to tell you everything so you won’t need to click over to Miller’s site. I want you to go there and read it all for yourself. It’s quite persuasive when read as the complete post.

Be sure to pay special attention to the paragraphs under the heading: “Create the Conditions for Positive Mind Chatter.” This is where it all comes together.

I’d be happy to finish this post with a few wise words of my own, but why figure out what those words should be when Miller’s words do the job perfectly:

Customers persuade themselves. Play to this in your own brand, and tune your marketing to speak to your customer’s inner voice.

QUESTION ::: What one thing can you do today to do a better job at speaking to your prospect’s inner voice?

Let’s talk about it…

Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

Read more »



Persuasion_280_shadowA lot has already been written about persuasive selling, or simply how to persuade people, and it’s been rehashed to death. Or so I thought…

Author Steve Martin (no, not the banjo-picking comedian, but the NYTbestselling author of YES! & The Small Big) put together another strong article for Harvard Business Review called “How Doctors (or Anyone) Can Craft a More Persuasive Message.”

In it, Martin doesn’t create and run down a long list o

f tactics. And truthfully, I rarely leave reading those articles feeling good about myself (read: “Um, no I don’t do that well,” “Well, that’s another area in which I really need to improve” and “Wow. Those 3 would really expose me if anyone knew I am poor at doing those as well”). Am I the only one?

Instead, Martin puts the focus on the Messenger of the message. I absolutely agree with this. Connecting the right messenger with the right message at the right time puts you in a position to win big.

He states:

There are lots of reasons why well-crafted messages fail to persuade, but one of the most common is because the communicator focuses too much on constructing the content of the message rather than choosing the right messenger. The distinction between the messenger and the message is an important one.
In today’s information-overloaded world, in which we’re exposed to lots of conflicting messages, people will often act more on the basis of who is communicating the message rather than the actual message itself.

But then, we hear these 3 traits mentioned (and we’ve heard them before):

Persuasion researchers have long known that the most effective messengers have three key attributes: expertisetrustworthiness, and similarity. Let’s take a closer look at each.

Don’t give up on the article. Martin helps us, on a very nuts and bolts level, determine what research tells us about these traits. It’s worth reading to observe the connections he makes in just a few paragraphs.

I’ll go as far as to say that, in the next 5 minutes, you can grow stronger in at least 1 of the traits by simply reading the article. Just look for the possibility of yourself in the examples, make some connections as to how they would play out in the sales world, and put some part of it into use today.

QUESTION ::: What stood out to you in this article, and what can will you put into action today?

Let’s talk about it…

Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

Read more »