{"id":1420,"date":"2019-02-05T00:19:50","date_gmt":"2019-02-05T00:19:50","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=1420"},"modified":"2024-11-29T15:36:53","modified_gmt":"2024-11-29T22:36:53","slug":"the-psychology-behind-making-sales","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/","title":{"rendered":"How to Sell &#8211; The Psychology behind Making Sales"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {<br \/>\n    background-color: #ffa737;<br \/>\n    color: white;<br \/>\n    font-size: 22px;<br \/>\n    font-weight: bold;<br \/>\n    border: none;<br \/>\n    padding: 10px 20px;<br \/>\n    cursor: pointer;<br \/>\n    text-decoration: none;<br \/>\n    border-radius: 10px; \/* Rounded corners *\/<br \/>\n    margin-bottom: 50px; \/* Space at the bottom *\/<br \/>\n  }<br \/>\n<\/style>\n<style>\n  .space-50px {<br \/>\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/<br \/>\n  }<br \/>\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=the-psychology-behind-making-sales\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<p><span style=\"font-weight: 400;\">You know you want to promote your company; you know you want to attract customers; you know you want to make a sale. And you\u2019ve probably read a lot of advice about how to do all those things. There\u2019s an art to making sales and of course you need to master it. But to become part of a customer\u2019s life, you need to get inside their brain, first. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing the psychology behind what triggers someone to buy is a big leg up. Maybe it seems unnecessary \u2013 but the truth is, the more you understand <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> people are reacting, even at a mental level, the more you can predict <\/span><i><span style=\"font-weight: 400;\">how <\/span><\/i><span style=\"font-weight: 400;\">they will react to your product. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding how people make purchasing decisions can give you the tools to encourage them to buy. It\u2019s not about tricking people: it\u2019s about becoming what they\u2019re already looking for. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t need a Ph.D for this \u2013 we\u2019re here to break it down for you. Here\u2019s a list of tools to utilize the psychology of selling, and increase sales:<\/span><\/p>\n<p><b>Emotion<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ve probably heard this marketing adage: people buy with emotions but justify with logic. Well, it\u2019s an adage because it\u2019s true: emotion is a powerful tool. Our emotional decisions are based on our unconscious mind, which is able to process millions of data pieces without being overwhelmed \u2013 you can subconsciously arrive at a decision, based on emotion, without taking too long to think about it. We see that cinnamon bun and we just gotta eat it. But our conscious mind \u2013 where we make logical decisions \u2013 can only process <\/span><a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pubmed\/11515286\"><span style=\"font-weight: 400;\">three or four new pieces of info at a time.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignleft wp-image-1421\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/parks-and-rec-1.png\" alt=\"pacman meme\" width=\"336\" height=\"223\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/parks-and-rec-1-200x133.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/parks-and-rec-1.png 245w\" sizes=\"(max-width: 336px) 100vw, 336px\" \/>We see a c<\/span>innamon bun and think, <i>My New Year resolution was to eat healthier; how many calories are in that? But I\u2019ve been eating really well this week, I can get a treat. Well, how much does it cost? Seven dollars for one bun? Well, it\u2019s a specialty dessert shop; but that\u2019s pretty expensive&#8230; <\/i>Suddenly, we need justifications for that emotional decision. And if there are too many justifications or qualifications to process, our conscious brain gets overwhelmed \u2013 a cinnamon bun isn\u2019t worth the stress the decision is causing.<\/p>\n<p><span style=\"font-weight: 400;\">Knowing that consumers are being urged by their emotions first, your business can capitalize on an emotional appeal and make sure there are enough logical justifications to back up the decision after a consumer\u2019s conscious\/logical brain kicks in. If you know we want a cinnamon bun at the emotional level, maybe add a promotion: \u201cbuy one bun, get the second bun 50% off\u201d. Or write a sign that says, \u201cYou\u2019ve worked hard \u2013 you deserve dessert.\u201d Small steps that can be the tipping point the conscious mind needs to justify the unconscious mind\u2019s decision.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1422 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/food-chalkboard.jpg\" alt=\"stress meme\" width=\"600\" height=\"450\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/food-chalkboard-200x150.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/food-chalkboard-300x225.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/food-chalkboard-400x300.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/food-chalkboard.jpg 600w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><b>Playing to the Ego<\/b><\/p>\n<p><span style=\"font-weight: 400;\">People want to feel good about themselves; if their purchase can fulfill that want, then they will happily buy. The psychology behind this is the need for validation, which is how we <\/span><a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/pieces-mind\/201204\/understanding-validation-way-communicate-acceptance\"><span style=\"font-weight: 400;\">communicate acceptance<\/span><\/a><span style=\"font-weight: 400;\"> of ourselves, others, and societal norms. Show that your product can validate their ego. Consumers think, \u201cWhat\u2019s in it for me?\u201d That\u2019s not a bad thing: it\u2019s a natural human response. We generally want to correlate our self-image with <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Somehow, if what they\u2019re buying is helping them keep a promise; meet a resolution; validating a trait; making their life better; donating to charity; giving them bragging rights; keeping them on trend \u2013 ooh boy, look at those uptick in sales. Remember that when consumers are considering your product, they\u2019re asking themselves, \u201cwhat\u2019s in it for me?\u201d. <\/span><\/p>\n<p><b>Continually Showing Improvement <\/b><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s the new product you\u2019re delivering on? Did you fix that bug? Have you responded to concerns? How are you upping your game each quarter?\u00a0<img decoding=\"async\" class=\"alignright wp-image-1423\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/improvement-1-300x197.jpg\" alt=\"make things better\" width=\"373\" height=\"245\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/improvement-1-200x132.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/improvement-1-300x197.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/improvement-1.jpg 365w\" sizes=\"(max-width: 373px) 100vw, 373px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or&#8230;is your product or brand exactly the same as when you started, no matter how much time has passed?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/headshrinkers-guide-the-galaxy\/201612\/progress-and-the-human-psyche\"><span style=\"font-weight: 400;\">urge to progress<\/span><\/a><span style=\"font-weight: 400;\"> is a primal psychological force that has driven humans forward for millennia. It\u2019s so hardwired in us \u2013 think, \u201csurvival of the fittest\u201d \u2013 that we look for that trait in everything\u00a0around us. We are impressed when we recognize progression and improvement because we psychologically understand that this represents fitness, longevity, and trustworthiness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People respond to improvement: it increases credibility and trust. When you show improvement \u2013 either through better product or fixes to current ones \u2013 they believe that you\u2019ll deliver on promises and listen to concerns. Consumers want to interact with a company that does both. <\/span><\/p>\n<p><b>Human Touch<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Think about how frustrated people are when they call customer service, are on the phone with a robot for 45 minutes, and end up yelling, <\/span><i><span style=\"font-weight: 400;\">REPRESENTATIVE<\/span><\/i><span style=\"font-weight: 400;\"> at an A.I. system. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s hard to believe \u201cyour call is very important to us\u201d when a real person from the company can\u2019t take the time to listen. An Invoca survey found that <\/span><a href=\"https:\/\/www.invoca.com\/blog\/customer-experience-statistics\"><span style=\"font-weight: 400;\">74% of people<\/span><\/a><span style=\"font-weight: 400;\"> who have a bad customer service experience on the phone will choose a different company the next time they shop for a product or service. And according to another survey by IMShopping, <\/span><a href=\"https:\/\/www.business2community.com\/online-marketing\/77-of-online-shoppers-say-they-want-to-talk-the-e-commerce-problem-with-conversation-0588730\"><span style=\"font-weight: 400;\">77% of online shoppers<\/span><\/a><span style=\"font-weight: 400;\"> wish they could talk to a live person before buying. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Peter DeHaan, CEO of a print media publishing company: \u201cThe human touch elevates customer satisfaction over cost savings, and is in the best interest of your company\u201d. Even if automated representatives are cost-efficient, letting your customers connect with a real human increase your likelihood of making a sale. Real humans can respond to specific requests, answer complex questions, and empathize with your customers\u2019 feelings. And empathy, like emotion, is another powerful tool for the psychology of sales. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">People buy from people. You\u2019re selling <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\">, your team, and your reviewers.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1424\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-1-e1549325205348.png\" alt=\"lady working\" width=\"440\" height=\"288\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-1-e1549325205348-200x131.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-1-e1549325205348-300x196.png 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/customer-service-1-e1549325205348.png 385w\" sizes=\"(max-width: 440px) 100vw, 440px\" \/><\/p>\n<p><b>Limited Edition <\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a free market economy: if there&#8217;s a desired good that\u2019s running out of supply, that\u2019s an indicator that there\u2019s high demand for it \u2013 and that means you should want it, too. It\u2019s a combination of <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Herd_mentality\"><span style=\"font-weight: 400;\">mob mentality<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.investopedia.com\/terms\/s\/scarcity-principle.asp\"><span style=\"font-weight: 400;\">scarcity principle<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.urbandictionary.com\/define.php?term=Fomo\"><span style=\"font-weight: 400;\">FOMO<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scarcity drives demand of a valued good. If a consumer is on the fence about buying your product, then a last psychological push they may need is a \u201csold out\u201d mentality. Thinking that what they want is almost sold out makes them scared to miss their chance. A similar effect is caused with a \u201climited edition\u201d or \u201climited time offer\u201d tactic. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The online marketplace Etsy utilizes the scarcity principle (\u201csold out\u201d mentality) by listing how many other people have the item you want in their carts \u2013 giving the impression that if you don\u2019t buy the item, one of those other people will, and you\u2019ll lose your chance. They don\u2019t need to directly say this; they just need to prey on a psychological fear of missing out.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1425 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/etsy-cart.jpg\" alt=\"e-commerce\" width=\"449\" height=\"322\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/etsy-cart-200x143.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/etsy-cart-300x214.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/etsy-cart-400x287.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/etsy-cart.jpg 449w\" sizes=\"(max-width: 449px) 100vw, 449px\" \/><\/p>\n<p><b>Problem Solver<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Sometimes asking consumers to imagine all the great things they\u2019ll gain by buying your product is too hard. Instead, come to them with a list of proactive solutions. Don\u2019t wait to see what they need and then react: tell them ahead of time that you\u2019ll solve their specific problems if they become your customer.<\/span><\/p>\n<p><b>In Conclusion:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You shouldn\u2019t scoff at science in this situation \u2013 at least, not at behavioral science. Knowing why people buy will help you create marketing strategies that up your chances of making sales. Be sincere but also be strategic. <\/span><\/p>\n<\/div><p align=\"center\">\n<a href=\"https:\/\/dubb.com\/?utm_source=blog&utm_medium=blog&utm_campaign=EndPost&utm_content=PsychologySales\" class=\"fusion-background-highlight\" role=\"menuitem\"><span class=\"menu-text fusion-button button-default button-xlarge\">REQUEST INVITE TO DUBB<\/span><\/a>\n<\/p>\n<p align=\"center\">no credit required<\/a>\n<\/div><\/div><\/div><\/div><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=the-psychology-behind-making-sales\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>GET A FREE ACCOUNT ON DUBB<\/p>\n","protected":false},"author":1,"featured_media":1429,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100,104,7],"tags":[113,106,107,108,109,105,111,112,70,110,98],"class_list":["post-1420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","category-tutorials","tag-behavioral-science","tag-buying","tag-buying-behavior","tag-customer","tag-customer-behavior","tag-marketing","tag-psychology","tag-psychology-of-sales","tag-sales","tag-science","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Sell - The Psychology behind Making Sales - Dubb Blog<\/title>\n<meta name=\"description\" content=\"Understanding the psychology of sales -- why people decide to buy -- helps you predict how they will respond to your marketing strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Psychology behind Making Sales\" \/>\n<meta property=\"og:description\" content=\"Understanding the psychology of sales -- why people decide to buy -- helps you predict how they will respond to your marketing strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"Dubb Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/dubbapp\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rubendua\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-05T00:19:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-29T22:36:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/brain-2062057_960_720.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"945\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ruben Dua\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"The Psychology behind Making Sales\" \/>\n<meta name=\"twitter:description\" content=\"Understanding the psychology of sales -- why people decide to buy -- helps you predict how they will respond to your marketing strategy.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/2019\/02\/brain-2062057_960_720.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@rubendua\" \/>\n<meta name=\"twitter:site\" content=\"@dubbapp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ruben Dua\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dubb.com\/blog\/the-psychology-behind-making-sales\/\"},\"author\":{\"name\":\"Ruben Dua\",\"@id\":\"https:\/\/dubb.com\/blog\/#\/schema\/person\/4f4b3978fff8171107a634e54f0f7ceb\"},\"headline\":\"How to Sell &#8211; 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