The psychology of selling is something that every sales person knows a lot about – some of which may be wrong and literally killing their ability to close more deals.

The psychology of selling is an intriguing topic that engages people from the start, usually because they are looking for an advantage, an angle or approach that they can use to win more deals.

  • Learn about what really happens to you when you are selling.
  • Understand what your customers are really going through.
  • Have strategies for building more trust and rapport.

Thinking about closing deals

Is it ridiculous to think that your customers ‘are concerned’ about how well your products or services will work for them?

Telling people that they need to buy your solution (even without meaning to do so) goes against the rules of human nature.

  • Some customers avoid confrontation and run.
  • Some customers enjoy confrontation and winning.
  • Some customers avoid confrontation and buy anyway.

Feeling threatened can make people suspicious, lose trust and confidence, run away or hide, rather than do what you want them to do.

There are three types of individual customer.

  1. Listen to me and do what I say.
  2. Help! Please advise me.
  3. Let’s do this together.

One customer can be all three types depending on how they feel about you and what you can do.

When you are selling to more than one individual you will confront a mix of these personalities.

Fighting a personality is more dangerous than creating a new way of selling, where genuine empathy, rapport and trust leads to better deals for everyone.

How we can help

Being prepared can mean the difference between winning and losing, failure or success.

  • Learn about how to get the best out of you.
  • Learn about how to get the best out of others.
  • Take away tools you can use to perform under pressure.
  • Develop your own strategies for making every day a winning day.

Real selling is stressful, this is why so many sales people avoid it. Just knowing this gives you an advantage, knowing a little more can open up a new world of possibilities.

Which is more powerful?

The negativity bias or the positivity bias?

It’s easier to feel like we don’t have control over the future,  that it’s this outcome we’re just waiting to happen to us.

This is a dangerous place to be.

Learn what motivates people


How you communicate is many times more important than what you are trying to communicate.

Quickly providing customers with the information they need, in the format they need – means they can

make better decisions faster.

Dr Albert Mehrabian’s 7-38-55

Rule of Personal Communication = Content 7% Tone 38 % Body-language 55%

Whilst the numbers or percentages may change depending on the situation and audience does this principle make sense?

How can you use this to your advantage?


It’s not the toughest people that tend to make it, it’s the ones with the most commitment, the most talent, built by practice, effort and hard work.