We’re drawing nearer the end of September, which means there are just a couple more weeks left in this Sales Psychology series. If you’ve just discovered this post on sales psychology (and it’s still September), be sure to check out the details on how you can win more amazing sales-boosting prizes than you can shake a stick at!
Now it’s time to take it this series to the next level, turn it up to eleven and light a fire under your sales. So far we’ve only scratched the surface of the Sales Psychology puzzle, with building instant rapport, analyzing your beliefs about sales and why people won’t pay your rates… but there’s so much more to sales psychology. A lot more.
This post explores the power of selling through emotion – the driving force of human behavior.
What Motivates Us?
Human behavior is driven by two powerful mental forces: the emotional tug toward what we want and the emotional push away from what we wish to avoid it’s the pain & pleasure principle.
We’re all motivated toward what we believe will create pleasure. We want nice fast cars, holidays, that chocolate bar, a new cell phone or the latest book from our favorite author. Possessing or consuming these items feels good – it creates pleasure.
At the same time, we’re motivated away from what we believe will lead to pain. We avoid unnecessary hard work, spurn chores and jog away from obesity and disease. Avoiding pain feels good because it keeps us safe.
Toward and Away. These two human desires drive every behaviour, motivate every decision and govern the outcome of every sales interaction. Our conditioned need to seek out pleasure and avoid pain is the very foundation of our thinking.
That’s the big picture. Let’s bring it back to the psychology of selling.
If you want to convince someone to buy, you need to persuade that person that the decision to buy will result in pleasure and help avoid pain. You need to transform the person’s perception of the product so that he or she would feel it’d be painful not to buy it.
How to Tip the Pain/Pleasure Threshold
When you wake up in the morning to your alarm, your brain performs a complex piece of pain/pleasure analysis. Bleary eyed, you stare at the clock. 6:00 am… and your unconscious mind rapidly visualizes the estimated pain that would result from hitting the nine-minute snooze button.
Your unconscious imagines you’ll have to shower quickly or perhaps eat breakfast faster. No big deal. The pleasure of some extra sleep far outweighs that small pain price.
Your arm darts out to slap the snooze button.
Nine minutes later, it all happens again. This time, your unconscious imagines you having to skip breakfast or perhaps eat on the run. Still, the potential pleasure of sleeping in outweighs the potential pain of missing breakfast. You hit snooze.
At 6:18 am, the alarm beeps and you leap out of bed. Your unconscious has figured out (in an instant!) that the cost of staying in bed any longer could mean trouble at work or a missed appointment. That’s big pain and it outweighs the pleasure of staying in bed. The decision is made and you’re up like a rocket.
The pain/pleasure threshold has tipped.
How to Sell using Pain and Pleasure
As I’ve just shown you, people weight pain and pleasure for every decision they make. That means every sales pitch you give someone creates a weighing of the pain/pleasure scales in the mind of your prospect.
On one end of the scale, the person considers the pleasure of owning your product and all the good it’ll create. The pain of not owning your product and any resulting future pain that might create is on the other end of the scale.
But there’s more. Smart salespeople know that there’s another set of scales beyond just “to own or not to own”. And that set of scales has an entirely different pain and pleasure balance: it’s about money.
On one end of the scale sits the emotional pleasure of holding onto the money required to buy and the future pleasure that money could create. On the other end of the scale sits the pain of parting with that money and the upcoming pain the loss of it could create.
A superb salesperson can explain to a prospect why each of the two scales should tip in favor of the purchase. He does so by connecting with the prospect’s emotions, playing up the good pleasure andgood pain… while downplaying the bad pain that might prevent a sale.
This sales patter taps into an irresistible desire to buy. It’s a sales technique that, when mastered, separates the amateurs from the Jedi.
Here’s the Best Example Ever:
I sell a product, a book called Demystify your Fear.
Now just a minute: Stay tuned and pay close attention, because you’re about to learn something in the text that follows. As cheeky as it sounds, it’s best for me to demonstrate using my own product simply because I’ve already spent time brainstorming the pain and pleasure points for this book.
A lot of entrepreneurs struggle with overcoming the fear that holds them back from taking action on their best ideas. Crippled by self-doubts and hesitations, they become idea-rich and action-poor. That means they don’t get good results. Their careers end with the majority of their potential untapped… all because they never figured out precisely how to smash their fears into oblivion.
Now a few lucky business owners learn early on about the secret to overcoming fears. They find a master mentor or wizard that teaches them what they need to figure out how to systematically destroy their inner critic. They master and use the secrets that enable them to rapidly turn all their best ideas into tangible results. These business owners build vast fortunes and free lives, all because they learned the secrets and do what others are afraid to do.
My book, Demystify your Fear, shows you exactly how to do that. Best part? It’s guaranteed (literally).
But it’s expensive, priced at $47 because of its value. Some people would look at the price as a big obstacle. Others (the lucky ones) might realize they could overcome fear for good – in as little as a month, at slightly less than two dollars per day.
Thirty days, $1.65 per day. That’s less than the daily coffee you buy. That’s small and very doable. You could skip a cup of coffee each day for just a month and accomplish huge goals. If it were me though, I’d get the book AND buy the coffee. 😉
While having an extra 40-some dollars might be cool, the confidence of knowing that you’re about to get everything you need to destroy your fear-based self-sabotage…. well. If you click the buy now link, it might be one of the most significant actions you’ve taken all week.
See what I did there?
- The pleasure of effortlessly overcoming fear – achieved!
- The pain of not having the answers in the guide – check!
- The pleasure of holding onto your hard-earned money – reframed!
- The pain of NOT spending money on critical solutions – realized!!
Want to accelerate your sales success? Answer this question: What pain and pleasure points can YOU tap into in your sales patter?