Psychology is a complex and intriguing field of study, but it is one that you can easily use to enhance your sales calls! Have you ever thought about what you say on these calls or how you say it? Your words, behavior and tone can have a psychological impact on your client or prospect. On his Hubspot blog, Max Altschuler provides an excerpt from the book “Hacking Sales: The Playbook for Building a High Velocity Sales Machine,” which gives tips on how to use psychology to run a successful sales call. I have summarized 3 of these tips here:
Tip 1: Start with a Bang
You should always start your sales call on a positive note. Stemming from a study on how to increase tips for room service waiters, a positive comment as simple as “good morning” when guests answered their doors increased tips by 27%! Employ this psychological tip by forgoing comments about poor weather or bad traffic. Instead mention a big win for a favorite sports team or fun weekend plans. Positive comments put everyone in a good mood, which makes its easier for you to land a sale.
Tip 2: Don’t Bad-Mouth your Competition
While you do want to establish yourself as a better option than your competitors during your sales call, straight bad-mouthing them can backfire. According to spontaneous trait transference, a popular theory, when you speak ill of someone else your audience ends up associating those ‘bad traits’ with you. Therefore, avoid gossip about your competitors and focus on highlighting what makes your company the best choice by showing proof of your results.
Tip 3: Use Awesome Labels
Have you ever been referred to as the “best” or “greatest” at something? Now how motivated were you to keep that label? If you were the best salesperson on your team one quarter did you work harder the next to ensure you remained the best? Psychological studies prove that people aim to live up to awesome labels bestowed upon them. On your next sales call, try using phrases like, “You are one of our best customers” or “You are always a pleasure to do business with.” Comments such as these will cause your client or prospect to work harder to keep being one of the best or a pleasure. NOTE: Don’t use this psychological tip to be manipulative. Try to find labels that are true for each client/prospect.
The human mind is a powerful thing and a change as simple as word choice can greatly impact the result of your sales call. Implement these tips and 3 others into your next call and notice how it affects your client’s behavior or attitude.
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