How To Understand Your Customer’s Psychology To Effectively Overcome Sales Objections

Business TalkSeptember 22, 2020347 Comments02.6k

Information plays a big part in the secret to success in sales. That’s because, the more you know about your prospects and existing customers and their compatibility to your product and service offer, the better you’re able to determine if you have a good match to their needs and desires.

The fact of the matter is, during the sales process, you’ll face objections from your prospect if they don’t yet know, like and trust you and you’ll need to know how to deal with these sales challenges. To overcome these objections, it’s essential that you understand the psychology of the prospect.

The reason behind the objections…

You really want to make sure you convert sales after all your efforts, time and money promoting to your potential customers, but unfortunately there are times when you’ll get a “no”. This is what every salesperson dread, however you can ‘reframe’ every rejection into valuable information… Which means you can learn more about your prospect’s psychology from their “no” and find out what their objections are and why they’re not interested. That way you’ll gain a better understanding of how they actually think, behave and feel.

Create yourself an in-depth customer profile…

To really get to know and understanding your customers, you need to create a detailed customer profile. This should include: demographic information, meaning the size, location and composition of your market audience; and, more importantly, the specific data about how they feel and what they think.

You can get this information and data to build your customer profile by searching for your target buyer online by follow your ideal customer market on social media like Facebook Groups, and anywhere else they’re hanging out and chatting online such as forums, podcasts and following influencers on Instagram and Twitter. Also attend offline networking and Chamber of Commerce events.

Promote to gain your potential prospect’s attention…

You also need to understand one particular psychological traits of your prospect, especially online …they all share one thing in common: their attention span is limited. Which means you need to quickly get and keep their attention. This can be achieved by interrupting their current actions and thoughts and by understanding what is most important and interesting to them. And then appealing to their desires and problems.

Offer value, not just price…

People usually buy products and services based on subjective value, not objective price. If they can see the unique value that your product and service offers them, how it will change their life for business for the better and help them overcome major challenges, then they’re more likely to buy from you. When you hear the objection that the price is too high, this actually means they don’t yet realise the different and unique value that your product offers.

Don’t just focus on features, sell the benefits and meaning…

The actual features of your product and service are important to a prospective buyer, but people make purchasing decisions primarily for emotional reasons such as increase in status or the removal of pain points.

So, 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 or business will improve through using the product to help you to make the sale. This relates to a happy future after they use your product and service and therefore, appeals to their emotions. This is the meaning for them, either moving positively towards a solution, or away from avoiding problems.

Remember that sales is a collaborative process between you and your prospect… You’re attempting to find a solution to their problems and issues that best suits their needs and desires.

Together, you’re both considering whether or not your product and service is the right fit. So understand your customer’s psychology and show a clear understanding of how they think and feel. That way you can approach the them with empathy for their needs and you’ll be able to navigate sales objections successfully.