7 Ways to Use

Jedi Mind Tricks (aka Sales Psychology)

in B2B Sales

Presented by

Ditch the

Poker FaceUse Positive Emotions

Numerous studies have shown that

POSITIVE emotion has a commanding effect on other people, making

them less antagonistic.

In a study from the University of California-Riverside,

it was shown that when salespeople

displayed positive sentiment, prospects perceived that those salespeople

BELIEVED in what they were selling.

Dump the

HUGE MENUof items

If people have too many options, they often

choose none because they can fall into

ANALYSIS PARALYSISInstead of putting every product you have on

display, be consultative and

FUNNEL PROSPECTSto the right solutions.

Story Time about

‘Offering Fewer Options’

A Columbia University professor set up a free

jelly tasting booth at a supermarket.

On the first day,

24 flavors of jelly were available

And the next day,

6 flavors were available

When 24 jams were available

60% of the customers stopped for a taste test and

3% of those purchased

When 6 jams were available

40% of the customers stopped for a taste testbut

30% of those purchased

While the larger display pulled in more people, the smaller

display sold more jam –

about 6 times more to be exact, a 600% increase in sales.

See Things from

Your Prospect’s Perspective:

The Concept of

RECIPROCITY

One of the most basic human instincts is

RECIPROCITY

Persuasion is an amazingly complex

social interaction, and it helps if you have

the ability to take the prospect’s point of

view.

When you can

PUT YOURSELF IN THEIR SHOESyou are better at answering concerns and

anticipating problems.

Lose the POWER TRIP.

Social psychology research says that when people are

encouraged to feel powerful, they struggle at taking

others' perspectives.

If people feel like they have all of the power and

information, they focus on their own point of view.

By assuming a lower power position, you can

concentrate on

understanding the prospectrather than coercing them.

The concept of

LOSS AVERSION“Losses Hurt More than Gains”

A proven truth about people:

People will fight harder to

PREVENT LOSING SOMETHINGthan they will to gain something.

Prospects respond when you tell them what they might be

MISSING OUT ON… because loss looms larger than gains.

Not only do you need to tell prospects what

they’ll GAIN when they purchase,

you also need to clearly state

what they’ll LOSE OUT ON if they don’t purchase.

The Almighty

TAKEAWAY

The TAKEAWAY has been used by salespeople for years.

It need not be brash, but can be as simple as building

urgency with an expiration date:“Unfortunately, this promotion is not available after this week.”

According to social psychologists,

the phenomenon occurs becausepeople want what they can’t – or think they can’t – have or get.

The Use of MIMICRY

Humans instinctively copy each other, sometimes without realizing it. But

salespeople should be doing it consciously. A variety of studies have found

that mimicking prospects helps people sell and move others.

According to a study at the Universite de Bretagne-Sud in France

People buy more from you when you act like them.By mimicking customer behavior,

79% of the customers ended up

buying the product. Without mimicking

customer behavior

buyers only made

a purchase 62%

of the time.

Another study was conducted with Duke

University undergrads where participants

were told that its purpose involved the

impression formation, process and

marketing of new products.

The study was deployed to see if a buyer

would be influenced to purchase based on

a sales person mimicking customer

behavior – even when the buyer was aware

that they were interacting with a

salesperson.

Turns out the buyer was

MORE THAN

TWICE AS LIKELY TO BUY

when mimicking was employed.

Strive to be an

AMBIVERT(a what?)

One dominant personality

stereotype is that outgoing,

extroverted people are the

best salespeople.

And shy introverts shouldn’t

even try a career in sales –

they’ll just get run over.

But neither are very accurate

according to a study at

The Wharton School of the

University of Pennsylvania.

According to the study, people

whose personality scores put them

in between extreme extroversion

and introversion

(aka “ambiverts”) turned out to be the best

salespeople.

They sold

24% more than introverts

32% more than extroverts

Why?

Ambiverts embody traits from

BOTH SIDES of the personality spectrum.

“The ambivert advantage stems from the

tendency to be assertive and enthusiastic

enough to persuade and close, but at the

same time, listening carefully to customers

and avoiding the appearance of being

overly confident or excited.”

-Adam Grant-