Why Psychology & It’s Rightful Place in Sales
Not all sales are alike.
Why?
The simplest answer is because we are human.
We are human with all the complexities that brings to our world but especially our businesses. As human beings, we are born with more than just our mindsets to change when life isn’t working out but everything that we have touched, seen, heard, and experienced along the way.
It starts there and then gets embodied into who we are and pulled to the forefront when we are searching for solutions to the problem in front of us. When I hear business owners say they are making this decision with objectivity, I smile. Their objectivity is formed from all they are and what they’ve done in that moment to make a decision as a business owner.
It’s all of who we are that makes up our psychology and we just don’t use it when we are making business decisions. That is a baffling trait especially from those who decide to take the risk of owning their own businesses.
Psychology at its basic form is understanding human beings.
Why does this matter?
We do business with other human beings.
We sell our goods and services to other human beings.
We are running our businesses as human beings.
We are building and leading teams as human beings.
Our teams and employees are human beings.
Our ideal clients are human beings.
We buy as human beings.
Yet, somehow we throw that out as a huge component when it comes to selling and buying. We tell ourselves that the professional aspects of us are not affected by the personal aspects of who we are.
Implementing psychology in sales and when you make buying decisions, gives you the ability to see what is in your way in closing a sale and what is in the way of the person in front of you. Then you are able to be agile in the conversation.
Sales seems to be the hardest part for most business owners - even large corporations. When companies are laying off, the one department most likely to hire is the sales department. It’s when I was hired for my sales job. That points out to the business community that closing sales, making money is the lifeblood of any business.
Sales is not embraced because our psychology around sales and money is complex. A huge disconnect for many and it’s their psychology driving it without knowing.
When you understand your own psychology in sales in your business and as a sales leader, it starts to make sense. It allows you to see the multidimensional person you are and the multidimensional aspects of your clients, potential clients and your sales team.
It gets to the heart of who and why someone will buy from you and where the conversation you’re having creates wider possibilities to exists. That’s the psychology of you and others when it comes to sales. It helps both of you to imagine, create and decide in an instant the opportunity to do business together.
