The psychology of sales: Strategies for closing deals

March 7, 2023 - Stefan Sel

Sam van der Wardt, who wrote a blog about psychology in sales: strategies for closing more deals
Sam van der Wardt, who wrote a blog about psychology in sales: strategies for closing more deals

Sales success relies on more than a good product or service. It requires understanding the psychology of customers and leveraging that knowledge to influence their decision-making. This blog will explore the behavioral psychology in sales and discuss various sales techniques to achieve successful results. 


B2B sales techniques 

In the competitive world of Business-to-business (B2B) sales, understanding customers’ unique needs and decision-making processes is crucial for success. Sales professionals can use account-based and social selling techniques to build solid relationships and tailor sales efforts to specific accounts or customers. 


Sales psychology techniques 

Psychology techniques are essential in B2B sales. Effective use of these can significantly impact sales success. In B2B sales, professionals must understand the complex decision-making processes within organizations and build relationships with key decision-makers and influencers. 

 Using persuasive language, storytelling, and the ability to address the organization’s specific needs and pain points can be effective in sales. Successful B2B sales and dealmaking ultimately require strategic thinking, relationship-building, and a deep understanding of sales psychology techniques. 


Behavioral psychology in sales 

One of the ways to significantly impact sales is behavioral psychology. It studies people’s behavior and the underlying factors that drive it. Some of these include learning customers’ motivations, desires, and fears. By understanding them, sales professionals can tailor sales techniques to influence customers’ decision-making. 

 A good example is applying a persuasive technique, such as the six principles of influence from Dr. Robert Cialdini: 

  1. Reciprocity
    When someone does something nice for us, we feel obliged to return the favor. Sales professionals can use this by offering value to the customer, such as a free trial or a discount, and then asking for the sale.
  2. Social proof
    Sales professionals can leverage people’s tendency to imitate others, especially those similar to them. They can do this by showcasing customer reviews and testimonials or emphasizing the number of satisfied customers. 
  3. Authority
    People tend to comply with requests from someone they perceive as an authority figure. Sales professionals can prove their credibility by showing certifications, awards, or other forms of recognition.
  4. Consistency
    Individuals tend to behave consistently with their past actions and commitments. Sales professionals can take advantage of this by initiating small requests, such as attending a webinar and completing a survey. Then build up to larger ones, like purchasing.
  5. Liking
    Customers are more inclined to comply with requests from people they like. To build rapport, sales professionals can establish a connection by finding shared interests and using friendly and personable language. 
  6. Scarcity
    When things are rare or not readily available, people tend to value them more. To take advantage of this behavior, sales professionals can emphasize the scarcity of a product or service, such as a limited-time offer or limited availability. 


Sales closing techniques 

Sales closing techniques are essential for any sales professional looking to close more deals and increase their success rate. One effective technique is the assumptive close. This technique involves assuming that the customer has already decided to purchase and proceeding as if the sale is complete.  

 The alternative close involves presenting the customer with two or more options, each consisting of a purchase. The takeaway close involves giving customers an ultimatum, such as a time-limited offer, to encourage them to decide.   

 Effective closing techniques are also crucial in dealmaking, as negotiations often reach a stalemate. Techniques such as the final offer and the split of the difference can be effective in resolving. On top of that, using incentives or concessions can encourage the other party to make a deal. Successful sales closing and dealmaking require good communication skills, strategic thinking, and a deep understanding of the above sales psychology techniques. 


Achieving sales success 

In conclusion, sales professionals can leverage behavioral psychology and sales psychology techniques to increase their success rates in B2B sales. Effective communication, active listening, persuasive language, storytelling, and negotiation skills are essential for success in sales. By incorporating psychology-based sales, professionals can drive more successful outcomes in their sales efforts. 

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