Sales isn’t just about having a great product or service. It’s about getting someone to say that magical little word “yes.” Jonathan Pease explains while you could bombard people with endless features and hope they’ll fold under the pressure, the real game is all in psychology. If you understand why people say yes, you’ll sell more, build stronger relationships, and probably end up on someone’s Christmas card list.

So, how do you unlock the “yes” vault in someone’s brain? Let’s dive into the psychology behind what makes people agree and how you can use that knowledge without feeling like you’re hoodwinking anyone!

Six steps to yes

1. Give a Little, Get a Lot

Ever notice how when someone does you a favour, you feel this weird urge to return it? That’s reciprocity at work. In sales, this means giving something first – maybe some free advice, a sample, or even a cheeky compliment. It doesn’t have to be grand. People are hardwired to want to repay kindness.

For example, imagine you’re selling software. Instead of starting with a pitch, oLer some genuine advice on how their current system could improve. When you give something of value upfront, your customer’s brain lights up with an automatic desire to return the favour by, you guessed it, saying “yes.” Think of it like karma with a quicker turnaround.

2. Everyone’s Doing It

Ever find yourself buying something just because others have? You’re not alone – humans are social creatures. We look for cues from others to guide our decisions. In sales, social proof can be a powerful nudge towards the yes. Show your potential buyer that people just like them are already loving what you’re oLering.

But be specific. Throwing out vague statements like “everyone’s using this” won’t cut it. Instead, say something like, “A business down the street similar to yours just implemented this, and they’ve already seen a 20% increase in eLiciency.” The more relatable and relevant the example, the more persuasive it becomes.

3. Be the Expert, Not the Salesperson

Let’s clear one thing up – no one really trusts salespeople. Sorry, it’s true. But people do trust experts. Establishing yourself as an authority in your field is like getting a VIP pass straight into the buyer’s trust zone.

When you position yourself as a guide who genuinely knows what they’re talking about, your potential buyer is much more likely to say yes. And it’s not just about flaunting titles or jargon. Real authority comes from demonstrating knowledge in a way that helps the customer, not confuses them.

So, share stories of how you’ve solved similar problems, throw in some stats, and speak their language. It’s all about being the person they can count on to know what’s best – without being smug about it.

4. The Fear of Missing Out is Real

Ever seen a limited-time oLer and thought, “I don’t even need this, but what if I do?!” That’s scarcity kicking in. When something seems limited, exclusive, or time-sensitive, people tend to want it more.

Now, don’t abuse this one – no one likes fake urgency. But if there’s genuine scarcity, like limited stock or a promotion that’s about to end, make sure your potential buyer knows it. Scarcity taps into a deep-seated fear that they might miss out on something great.

And fear, it turns out, can be a strong motivator to say yes.

Just make sure your “limited oLer” isn’t a permanent fixture, or your credibility will go down faster than a 90% oL sale that never ends.

5. Be Likeable, For Crying Out Loud

People buy from people they like. Period. It’s not rocket science, but it’s often overlooked. The trick is to be genuine and relatable. Throw in a little humour, listen more than you talk, and don’t be afraid to share a personal anecdote if it helps build a connection. People are far more likely to say yes to someone who feels human, not robotic.

Remember, it’s not about being everyone’s best mate, but about finding common ground and building rapport. Compliments don’t hurt either – just make sure they’re sincere. No one likes a phony.

6. Baby Steps to Yes

This one’s sneaky but oh-so effective. People have a natural desire to be consistent with their past actions. If you can get a potential customer to agree to something small, they’re more likely to say yes to something bigger later.

For example, start by asking them a low-risk question like, “Would you agree that streamlining your processes could save you time?” Once they say yes, they’re primed to keep agreeing as you walk them through how your product can solve their problems.

It’s a gradual build – small commitments lead to bigger commitments, and before they know it, they’re nodding along to a proposal.

In the end, the art of persuasion in sales is about understanding what makes people tick. You don’t have to be pushy or manipulative to get people to say yes – you just need to appeal to basic human psychology. Give them something of value, show them that others are benefitting, establish yourself as a trusted guide, and add a dash of scarcity and likeability.32

Once you understand these principles, selling becomes less about “closing deals” and more about creating real human connections. And hey, who wouldn’t say yes to that?

Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter, Instagram, and LinkedIn.

Now read this

https://www.kochiesbusinessbuilders.com.au/why-fun-matters-in-sales-and-how-you-can-create-some/