Negotiating & Price
Read ArticleCommon Negotiating Mistakes
Salespeople negotiate badly when they want the deal too much. Avoid getting emotional, conceding too fast, talking too much, and missing the buyer's pain.
Topic
Buyer Psychology
Read behavioral styles and emotions so you sell the way each buyer wants to buy.
16 articles
Buyer Psychology articles
Handling Objections
Read ArticleEliminating Pressure
The 'going negative' technique removes the pressure to buy by giving the prospect an easy exit, so they open up and move the sale forward.
Questions & Listening
Read ArticlePain Symptoms
A pain symptom is just the tip of the iceberg. Use open questions to surface a prospect's real issues, and make it safe for them to say no.
Buyer Psychology
Read ArticleWhat Motivates Your Prospect to Buy?
Buyers act to resolve pain, achieve gain, or avoid fear. No personal, important-enough motivation means no real prospect.
Trust & Rapport
Read ArticleMaking a Great First Impression
Prospects size you up in the first few seconds. Dress right, show up early, match their handshake, and open with a plan to make those seconds count.
Trust & Rapport
Read ArticleThe Trust Formula
Trust in sales is rapport plus reputation plus reliability, minus self-interest. Push too hard for the sale and you can wipe out all your trust at once.
Trust & Rapport
Read ArticleMatching & Mirroring
People do business with people like themselves. Subtly match a prospect's words, tone, and body language to build comfort and rapport.
Buyer Psychology
Read ArticleSelling To Controllers (C)
Controllers are disciplined, detail-driven, and skeptical. Give them facts, proof, and time - never push for a quick decision or act like a salesperson.
Buyer Psychology
Read ArticleSelling To Steady Relaters (S)
Steady Relaters are warm, reserved team players who value trust and stability. Move slowly, offer proof, and earn little agreements to ease their fear of risk.
Buyer Psychology
Read ArticleSelling To Influencers (I)
Influencers are animated, friendly, and relationship-first but poor listeners. Build rapport, talk recognition and vision, and keep it fun and personal.
Buyer Psychology
Read ArticleSelling To Drivers (D)
Drivers want control, results, and speed. Set a clear agenda, skip the chitchat, talk big-picture outcomes, and let them decide quickly.
Trust & Rapport
Read ArticleCommon Mistakes That Destroy Trust
Sales resistance isn't natural; it's caused by you. Avoid rapport-killers like talking too much, pushing past 'no,' and presenting before diagnosing.
Buyer Psychology
Read ArticleThe Buyer’s Trap
The buyer leads the dance and wins 85% of the time. Spot the signs you're stuck in the buyer's trap and take back control with a real sales process.
The Sales Process
Read ArticleFeatures & Benefits
Features and benefits selling makes you look like a commodity in a complex sale. Uncover the prospect's pain instead of pitching F&B.
Buyer Psychology
Read ArticleEmotions & Their Role in Selling
People buy emotionally and decide logically. Eric Berne's ego states (Parent, Adult, Child) show how to guide a prospect through the sale.
Qualifying Opportunities
Read ArticleThe Qualification Trifecta
Prospects buy to fix pain, ease fear, or satisfy interest, and they spend the most on pain. Qualify which one you're facing before you invest your time.