The psychology behind sales

sales psychology

Human psychology is very important for shaping customer decisions, and determining it can provide you an important advantage in sales. A sale is an agreement among a buyer and a seller, where the seller trades money for real or intangible products, resources, or services. It involves one or more parties. A sale may be broadly explained as a contract which exists between two or more parties that is the seller and the buyer.

Sales psychology

Sales psychology or psychology of selling is considered as the understanding as well as use of buyer psychology in the process of sales. In order to improve sales progress, the psychology of sales includes putting yourself into your clients’ situation as well as understanding their emotional requirements or needs in order to effectively promote the value of your product or services. This is due to the fact that buyers usually make decisions related to purchasing based on their emotions than instead of reason. The main motive of sales psychology is to understand the buyers – how they think, what affects their decision, reason behind decision, as well as their needs that are emotional which help you to present their product in the same way the buyers want.

Also Read: Use of Psychology in Advertising and Marketing

The academic or scientific study of consumer behaviors, emotions as well as mental or cognitive process is known as sales psychology. It is also known as buyer psychology, it supports businesses in understanding the factors that influence customers’ decision to select a particular product or service to purchase. It focuses on responding to the needs of customers, desires as well as emotions rather than freely selling a product or service. Knowing about psychology of sales frequently proves most advantageous towards the teams of sales and marketing because these team departments tend to have a major impact on the decision of purchasing of consumer.

Psychological principles of sales

Selling has seven psychological principles:

1. Reciprocity:

Offering something in return as a gift or favor is known as reciprocity. When an individual acquires a good or service tend to feel pleased after receiving something worthwhile and may become more engaged in the concept of carrying out a purchase. The priority is on the psychological desire to return something while getting something. It explains how an individual react to a good action by doing another one in return. For instance, when an individual visit a store or shop, and someone open the door for him, he allows them to occupy the spot in the front row.

2. Commitment & consistency:

This principle proposes that individuals have a tendency to remain consistent with the decisions they’ve previously decided. When someone takes a decision, they are more likely to stick with it rather than to make a new one. Commitment is implanted in a variety of ways: putting forward sharp questions, directing clients towards a particular opinion, making use of interactive techniques of marketing as well as promoting the retention of customers.

Also Read: The Psychology of Persuasion

3. Social proof:

Tendencies of humans to copy or seek approval from others. Potential buyers (consumers) decide regarding what to purchase based on the behaviors, attitudes as well as feelings of previous or current customers. One can use it in a variety of ways, including through reviews, testimonials, as well as social media likes and comments

4. Liking:

The principle of liking suggests that individuals are more inclined to listen to and support someone who is liked or has a positive impact on others. This implies that if the person the admire supports the product or service, the potential customers may be more likely to buy that particular product.

5. Authority:

People are more likely to listen attentively to those who have high authority, i.e., those regarded as experts in a particular field. Customers may naturally believe the opinion of a sales person or any brand ambassador whom they admire and are more knowledgeable about the product or service, they will buy that product.

6. Scarcity:

States that individuals are more inclined to desire a good or service when they think it is very rare as well as in short supply. They could be more likely to buy the product because of its rarity before they miss the chance or opportunity to get it.

7. Unity:

A marketer or salesman follows the unity principle when they concentrate on the needs or requirement of the community. In this instance, the company may dedicate a portion of the product’s sales to a future charity function.

Also Read: How Fake Emotions Are used For Manipulation?


  • Help to establish better personal connections with the clients, whether they exist or potential clients.
  • Customers buy more products when they receive more value.
  • May provide information which is better relevant to the requirements, routines, as well as the preferences of their target audience.
  • Improve the sales skills and make more advanced that particular field.
  • Enhance the range of consumers.

Tips to increase the rate of sales

  • Use the concept of scarcity or shortage of goods.
  • Use attractive & short phrases for advertisement.
  • Give appropriate offers or discounts.
  • Focused on the quality of the product.
  • Interaction with customers by social media.
  • Provide a guarantee period.
  • Connect with the customers and understand them.
  • Provide more information about the product.
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