{"id":3413,"date":"2019-06-10T10:25:53","date_gmt":"2019-06-10T17:25:53","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=3413"},"modified":"2024-07-03T01:23:29","modified_gmt":"2024-07-03T08:23:29","slug":"truth-every-sales-leader-should-know","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/truth-every-sales-leader-should-know\/","title":{"rendered":"The Truth that Every Sales Leader Should Know"},"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 {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=truth-every-sales-leader-should-know\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p id=\"2953\" class=\"graf graf--p graf-after--h3\">You know that you want to promote your company, you also know that you want to attract customers, and 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.<\/p>\n<p id=\"a37c\" class=\"graf graf--p graf-after--p\">Knowing the psychology behind what triggers someone to buy is a big leg up. Maybe it seems unnecessary in making sales\u200a\u2014\u200abut the truth is, the more you understand <i>why people<\/i>\u00a0are reacting, even at a mental level, the more you can predict <em class=\"markup--em markup--p-em\">how <\/em>they will react to your product.<\/p>\n<p id=\"e46b\" class=\"graf graf--p graf-after--p\">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.<\/p>\n<p id=\"4435\" class=\"graf graf--p graf-after--p\">You don\u2019t need a Ph.D. for this\u200a\u2014\u200awe\u2019re here to break it down for you. Here\u2019s a list of tools to utilize the psychology of selling, and increase sales:<\/p>\n<p id=\"5876\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Emotion<\/strong><\/p>\n<p id=\"681c\" class=\"graf graf--p graf-after--p\">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\u200a\u2014\u200ayou 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\u200a\u2014\u200awhere we make logical decisions\u200a\u2014\u200acan only process <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.ncbi.nlm.nih.gov\/pubmed\/11515286\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.ncbi.nlm.nih.gov\/pubmed\/11515286\">three or four new pieces of info at a time.<\/a><\/p>\n<figure id=\"ddd0\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"0*HpW_B9Bt9Gd5mFp4.png\" data-width=\"245\" data-height=\"163\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"47\"><\/canvas><img decoding=\"async\" class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*HpW_B9Bt9Gd5mFp4.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*HpW_B9Bt9Gd5mFp4.png\" \/><\/div>\n<\/div>\n<\/figure>\n<p id=\"1013\" class=\"graf graf--p graf-after--figure\">We see a cinnamon bun and think, <em class=\"markup--em markup--p-em\">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\u2026 <\/em>Suddenly, we need justifications for that emotional decision. And if there are too many justifications or qualifications to process, our conscious brain gets overwhelmed\u200a\u2014\u200aa cinnamon bun isn\u2019t worth the stress the decision is causing.<\/p>\n<p id=\"fafa\" class=\"graf graf--p graf-after--p\">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\u200a\u2014\u200ayou deserve dessert.\u201d Small steps that can be the tipping point the conscious mind needs to justify the unconscious mind\u2019s decision.<\/p>\n<figure id=\"1b53\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"0*UQq5j7-2rB0X6MgM.jpg\" data-width=\"600\" data-height=\"450\" data-is-featured=\"true\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"55\"><\/canvas><img decoding=\"async\" class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*UQq5j7-2rB0X6MgM.jpg\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*UQq5j7-2rB0X6MgM.jpg\" \/><\/div>\n<\/div>\n<\/figure>\n<p id=\"35c7\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong\">Playing to the Ego<\/strong><\/p>\n<p id=\"cf0b\" class=\"graf graf--p graf-after--p\">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 <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.psychologytoday.com\/us\/blog\/pieces-mind\/201204\/understanding-validation-way-communicate-acceptance\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.psychologytoday.com\/us\/blog\/pieces-mind\/201204\/understanding-validation-way-communicate-acceptance\">communicate acceptance<\/a> 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<\/p>\n<p id=\"3f84\" class=\"graf graf--p graf-after--p\">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\u200a\u2014\u200aooh boy, look at those upticks in sales. Remember that when consumers are considering your product, they\u2019re asking themselves, \u201cwhat\u2019s in it for me?\u201d.<\/p>\n<p id=\"9ed5\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Continually Showing Improvement<\/strong><\/p>\n<p id=\"54ab\" class=\"graf graf--p graf-after--p\">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?<\/p>\n<figure id=\"97ac\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"0*qUABDHHxKBBuaFhM.jpg\" data-width=\"300\" data-height=\"197\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"47\"><\/canvas><img decoding=\"async\" class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*qUABDHHxKBBuaFhM.jpg\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*qUABDHHxKBBuaFhM.jpg\" \/><\/div>\n<\/div>\n<\/figure>\n<p id=\"c397\" class=\"graf graf--p graf-after--figure\">Or\u2026is your product or brand exactly the same as when you started, no matter how much time has passed?<\/p>\n<p id=\"8ce4\" class=\"graf graf--p graf-after--p\">The <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.psychologytoday.com\/us\/blog\/headshrinkers-guide-the-galaxy\/201612\/progress-and-the-human-psyche\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.psychologytoday.com\/us\/blog\/headshrinkers-guide-the-galaxy\/201612\/progress-and-the-human-psyche\">urge to progress<\/a> is a primal psychological force that has driven humans forward for millennia. It\u2019s so hardwired in us\u200a\u2014\u200athink, \u201csurvival of the fittest\u201d\u200a\u2014\u200athat we look for that trait in everything around us. We are impressed when we recognize progression and improvement because we psychologically understand that this represents fitness, longevity, and trustworthiness.<\/p>\n<p id=\"a0d9\" class=\"graf graf--p graf-after--p\">People respond to improvement: it increases credibility and trust. When you show improvement\u200a\u2014\u200aeither through better products or fixes to current ones\u200a\u2014\u200athey believe that you\u2019ll deliver on promises and listen to concerns. Consumers want to interact with a company that does both.<\/p>\n<p id=\"bb0e\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Human Touch<\/strong><\/p>\n<p id=\"eaf0\" class=\"graf graf--p graf-after--p\">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, <em class=\"markup--em markup--p-em\">REPRESENTATIVE<\/em> at an A.I. system.<\/p>\n<p id=\"0e24\" class=\"graf graf--p graf-after--p\">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 <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/blog.invoca.com\/bad-caller-experience-costing-think\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/blog.invoca.com\/bad-caller-experience-costing-think\/\">74% of people<\/a> 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, <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.business2community.com\/online-marketing\/77-of-online-shoppers-say-they-want-to-talk-the-e-commerce-problem-with-conversation-0588730\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.business2community.com\/online-marketing\/77-of-online-shoppers-say-they-want-to-talk-the-e-commerce-problem-with-conversation-0588730\">77% of online shoppers<\/a> wish they could talk to a live person before buying.<\/p>\n<p id=\"5e78\" class=\"graf graf--p graf-after--p\">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 increases 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.<\/p>\n<p id=\"0fc4\" class=\"graf graf--p graf-after--p\">People buy from people. You\u2019re selling <em class=\"markup--em markup--p-em\">you<\/em>, your team, and your reviewers.<\/p>\n<figure id=\"2d1f\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"0*iHPf5pm3XO26KeC4.png\" data-width=\"385\" data-height=\"252\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"47\"><\/canvas><img decoding=\"async\" class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*iHPf5pm3XO26KeC4.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*iHPf5pm3XO26KeC4.png\" \/><\/div>\n<\/div>\n<\/figure>\n<p id=\"0e5e\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong\">Limited Edition<\/strong><\/p>\n<p id=\"0cf2\" class=\"graf graf--p graf-after--p\">In a free-market economy: if there\u2019s a desired good that\u2019s running out of supply, that\u2019s an indicator that there\u2019s a high demand for it\u200a\u2014\u200aand that means you should want it, too. It\u2019s a combination of <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/en.wikipedia.org\/wiki\/Herd_mentality\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/en.wikipedia.org\/wiki\/Herd_mentality\">mob mentality<\/a> and the <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.investopedia.com\/terms\/s\/scarcity-principle.asp\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.investopedia.com\/terms\/s\/scarcity-principle.asp\">scarcity principle<\/a> and <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.urbandictionary.com\/define.php?term=Fomo\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-href=\"https:\/\/www.urbandictionary.com\/define.php?term=Fomo\">FOMO<\/a>.<\/p>\n<p id=\"baa0\" class=\"graf graf--p graf-after--p\">Scarcity drives the demand for a valued good. If a consumer is on the fence about buying your product, then the 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 by a \u201climited edition\u201d or \u201climited time offer\u201d tactic in making sales.<\/p>\n<p id=\"a978\" class=\"graf graf--p graf-after--p\">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\u200a\u2014\u200agiving 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.<\/p>\n<figure id=\"df9f\" class=\"graf graf--figure graf-after--p\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"0*sFlq6DKk6ktC19Tc.jpg\" data-width=\"449\" data-height=\"322\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"52\"><\/canvas><img decoding=\"async\" class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*sFlq6DKk6ktC19Tc.jpg\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/0*sFlq6DKk6ktC19Tc.jpg\" \/><\/div>\n<\/div>\n<\/figure>\n<p id=\"0bd2\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong\">Problem Solver<\/strong><\/p>\n<p id=\"94e9\" class=\"graf graf--p graf-after--p\">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.<\/p>\n<p id=\"0d4b\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">In Conclusion:<\/strong><\/p>\n<p id=\"fa64\" class=\"graf graf--p graf-after--p\">You shouldn\u2019t scoff at science in this situation\u200a\u2014\u200aat least, not at behavioral science. Knowing why people buy will help you create marketing strategies that up to your chances of making sales. Be sincere but also be strategic.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=truth-every-sales-leader-should-know\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>GET A FREE ACCOUNT ON DUBB<\/p>\n","protected":false},"author":1,"featured_media":3414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,237,100,104,129],"tags":[309,171,105,112,70,45],"class_list":["post-3413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-business-growth","category-marketing","category-sales","category-tips","tag-blog","tag-emotional-marketing","tag-marketing","tag-psychology-of-sales","tag-sales","tag-salesforce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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