F E AT U R E
The Psychology of Sales known as the paradox of choice. There are too many options all the time, so why not make it easier? Continue to make the customer in charge but present a handful of solid options instead of throwing every possibility at them. Dial down the pressure. Customers may expect a highpressure sales environment. Instead, give them an easy out and highlight their side of the story. Your client’s confidence will increase and you’ll eliminate buyer’s remorse. The human brain is an incredible thing. You may already know what makes a good sales pitch and how to find solid prospects, but do you know what’s going on inside a customer’s head? Your words may fall flat if you don’t understand the psychology of selling. Here are a few ways you can use psychology to your advantage when trying to close a sale: Be completely and utterly honest. The relationship between an agent and an insured should be a close one, based on mutual respect and trust. Try using a bit of reverse psychology and give customers something different from what they expect. Explain how you’re different from the rest of the industry. When a prospect comes to you, you likely aren’t the only company or agency they’re considering buying insurance with. Limit a la carte offerings. Yes, they are all the rage right now, but everyone’s already suffering from the paralysis
Balance gains and losses. Some people respond better to telling them what they’re missing out on over telling them what benefits they stand to gain. Don’t make this the focus of your pitch but intersperse both gains and losses to various policy options. Socialize with social beings. Potential customers like to know that others are benefiting from your services. Share feedback from previous clients to reassure them and highlight the customer following you already have. People are also committed to a certain perception of themselves (enter cognitive dissonance), which means they’ll avoid putting themselves in situations that may conflict with their personal attitudes, beliefs, and behaviors. Consider the questions you ask at the beginning of your conversation: Are they uncovering conflicting beliefs so you can understand them? When you know more, you can reframe the problem areas and instead, validate new beliefs. Psychology plays a bigger role than we like to think, but the smart salesperson will use these tips to experience easier sales and a better bottom line.
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