Understand Your Prospect’s Psychology to Effectively Overcome Sales Objections

By Breanne Gunn 

You wanna know what the secret to sales success is? Not fancy graphics, not billions of Facebook Ads, and not a killer level of charisma. 

The secret is information. 

The more you know about your prospect and your product, the better you can sell. During the sales process, you’ll inevitably face objections, and being armed with the right information is the only way to deal with them. To do this, it’s essential for you to understand the psychology of your customers. 

Create A Customer Profile

Start with creating a detailed customer profile which includes the basics like demographic information as well as more vital data on how they feel and what they think. 

Obtain this data by searching for your target buyer online. Follow them on social media and anywhere else they’re active. Start gathering information about them and build your profile.

Value, Not Price

People buy products based on subjective value, not objective price. If they can see the unique value the product offers them, how it will change their life for the better and help them overcome major issues they’re facing, they will buy it. Plain and simple. 

When you hear the objection that the price is too high, this actually means they don’t yet realize the unique value the product offers.

The Reason Behind The “No”

You’ll make sales, but more often than not, you’ll get a “no” at first. This is what every salesperson fears, but there’s no reason for it. In fact, it offers valuable information. 

You can learn more about your prospect’s psychology from their “no” than from their “yes.” Find out why they’re not interested in this time and you’ll gain a better understanding of how they think and feel.

Focus On Benefits, Not Features

Of course, the features of a product are important to a prospective buyer. But people make purchasing decisions primarily for emotional reasons.

It’s great if you can demonstrate how your product’s robust features set it apart from everything else on the market. But to sell successfully, you need to show the prospect how their life will improve through using the product. This happy future vision appeals to people’s emotions and, along with useful features, will help you to make the sale.

Gain the Prospect’s Attention

No matter what the particular psychological traits of your prospect are, everyone shares at least one: a short attention span. 

You need to gain and keep the prospect’s attention. This is done by understanding what is most important to the person and then appealing to that. These are called “pain points.” This term refers to areas of the prospect’s life or business where they’re experiencing pain and looking for relief.

Remember that sales is a collaborative process between you and the prospect. You’re trying to find a solution to their problem that best suits their needs. Together, you are considering your product to decide whether it’s the right fit. 

Approach the prospect with empathy and a clear understanding of how they think and feel, and you’ll be able to navigate sales objections successfully.

Do you want to learn more about understanding the psychology behind your prospect? Check out my course, Market Research Mastery, which teaches you the A to Z of target market research so you can handle sales objections like a pro.