Master the Mind Game: Using Consumer Psychology to Drive Sales

Introduction: Master the Mind Game

Every lead can be closed if he pours his heart out and tells you what exactly is going on in his mind. The biggest problem is no prospect will open up with you in the first meeting, online interaction or even during multiple follow-ups and reveal what he is thinking about. As a sales professional, one needs to master the mind game to understand your prospect’s thought process. As per Vikas, the Sales reps need to learn to read between the lines, and the client’s body language and ask the right questions to photocopy clients’ thoughts. Let us begin with what questions come up in clients’s minds.

A look at questions in the clients’ minds:

Whether someone shops physically at a shop or online through a shopping App, whether he shops alone or with friends, colleagues and family, or whether he is buying products or services, several questions come up in the prospects’ mind. Let us take a look at what the prospect thinks during the buying process.

Is the quality good?
What is the credibility of the company?
Is it affordable?
Why is it so cheap?
Why is it so expensive?
Will it solve my problem?
Will it win me desirable status?
Will it impress others?
Will it help me earn money?
Will I earn money reselling it?
Will it help me save money?
Will I get the desired result?
Is it worth spending so much money?
What value does this product offer?
How is the salesman talking?
How is the salesman dressed?
How is the treatment being received?
Who else is buying?
What are people thinking about who bought it earlier?
Can I get more discounts?
What will be EMi if it is available on EMI?
What guarantee or warranty does the product offer?
Will I get a refund if I am not happy with the product?
There are so many options. Which one should I buy?

How to read a client’s mind to master the mind game?

Reading Body Language: Nonverbal communication is more powerful, genuine and prominent than spoken words. The client’s mind can be read through his body language. There are various books available on reading body language. One of my favourites is “Louder than Words” by Joe Navarro. You may also refer to videos on reading body language. You will find plenty on YouTube.
Asking the right questions: Investigating bodies like CBI, CID, and Police read a convict’s mind and understand what exactly the person is thinking by asking the right questions. It is an art to master. A salesman can gather important information, build trust & rapport, demonstrate empathy and provide personalised solutions.
Reading between the lines: Salespeople who are adept at reading between the lines can identify unsaid clues, decipher underlying motives, and discern implied requirements or worries that consumers might not express outright. This ability enables the salesman to effectively address problems, provide pertinent answers, and modify their approach to better meet the needs of the consumer by helping to understand the customer’s genuine desires, feelings, or hesitations. A salesperson can improve their capacity to connect with clients and offer customised solutions by recognising subtle signs or indirect communication. This builds deeper relationships and increases the likelihood of generating successful sales.
Active listening: One needs to follow 80/20 rule of listening during a sales call. Do 20% talking by asking open-ended questions and 80% listening to understand more about the client’s needs and expectations. This will help you understand the exact thoughts of clients, build rapport, empathise, tailor solutions and eventually enhance communication for better sales conversion.

Conclusion:

It is imperative to study the customer’s psychological factors that drive decision-making for better conversion rate and to enhance sales figures. Recognising the power of emotions in decision-making, creating appropriate sales pitches and fostering trust through social proof are some of the important strategies for winning customer’s trust and loyalty. Hence, spend more time, energy and resources to master the mind game and shine as the best salesman in your field.