Using Psychology to Effectively Overcome Sales Objections

marketing messaging sales objections Sep 12, 2022

Information is the secret to success in sales. The more you know about your prospect and your product, the better you’re able to determine if it’s a good match. During the sales process, you’ll face objections from your prospect, and you’ll need to know how to deal with them. To do this, it’s essential that you understand the psychology of the prospect.


Create a Customer Profile

This understanding starts with creating a detailed customer profile which includes demographic information and, more importantly, data on how they feel and what they think. Obtain this data by searching for your target buyer online. Follow them on social media, and anywhere else they’re talking online. Start gathering information about them and build your profile.


Value, Not Price

People buy products based on subjective value, not objective price. If they can see the unique value the product offers them and how it will change their life for the better by helping them overcome major issues they’re facing, they will buy it. When you hear the objection that the price is too high, this actually means they don’t yet realize the unique value the product offers.


The Reason Behind the “No”

You’ll make sales, but more often than not, you’ll get a “no” at first. This is what every salesperson fears, but there’s no reason for it. In fact, it offers valuable information. You can learn more about your prospect’s psychology from their “no” than from their “yes.” Find out why they’re not interested in this time, and you’ll gain a better understanding of how they think and feel.


Focus on Benefits, Not Features

Of course, the features of a product are important to a prospective buyer. But people make purchasing decisions primarily for emotional reasons. It’s great if you can demonstrate how your product’s robust features set it apart from everything else on the market. But to sell successfully, you need to show the prospect how their life will improve through using the product. This happy future vision appeals to emotions and, along with useful features, will help you to make the sale.


Gain the Prospect’s Attention

No matter what the particular psychological traits of your prospect are, they all have one thing in common: their attention span is limited. You need to gain and keep the prospect’s attention. This is done by understanding what is most important to the person and then appealing to that. These are called “pain points.” This term refers to areas of the prospect’s life or business where they’re experiencing pain and looking for relief.

Remember that sales is a collaborative process between you and the prospect. You’re trying to find a solution to their problem that best suits their needs. Together, you are considering your product to decide whether it’s the right fit. Approach the prospect with empathy and a clear understanding of how they think and feel, and you’ll be able to navigate sales objections successfully.


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