The best of Salespeople, I have found, are their own Psychologists. They might not have a degree in Psychology, but their understanding of it cannot be ignored. What type of psychology do these people know?
Rapaille, author of The Culture Code, explained his theories about culture and the psychology of sales. Salespeople, he believes, are essentially the same whatever culture you are in, although there are obviously some local variations. They are “Happy Losers,” he says — people who actually relish rejection and look for jobs that provide them with opportunities to be rejected. That, of course, has implications for the ways you should motivate and manage them.
Psychology, is about understanding the behaviour of people in various contexts. To understand the psychology of a person will mean that, you know the actions a person will take in a given situation. A few psychological answers that the best Salespeople know intuitively are:
- What motivates a customer to buy?
- What decision-strategies does the customer take to complete his buying?
- What pre-requisites are necessary before and during the sale that enables a customer to buy?
Motivation: Every customer is motivated to buy, otherwise he/she would not have come into your office or given you permission to talk to them. They have a reason! They might also want to be surprised with what you have to offer. Or they might just be fascinating themselves or are inquisitive about learning something new.
Decision-Strategies: Each one of us has a particular decision-strategy. A customer at a cloth store might need The Look of the Cloth + The Feel of the Cloth in order to buy. While another might dislike a Cloth because of its smell. Another might buy because he just likes the way the Brand Logo shows on the Cloth.
Pre-requisites: Some customers are fussy about space while they are buying. Some may dislike the song that is being played in the background. Another might need you to offer your help in a certain way!
Knowing just the above few answers could make you be a better salesperson. And the Key is excellent observation and attitude. If you have these two, I can say you are already successful.
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