Why do people buy? Many times we see someone buying a product that has the same or almost the same functionality as a similar item they already have, or buying a product of higher cost and same functionality as a similar product or sticking to a particular brand irrespective of newer, probably cheaper alternatives.

The truth- buying is deeply rooted in how people’s mental processes work, in other words it’s a mind game, and so by implication, selling plays a predominant psychological role in melding of those thought patterns and is in itself an art.  One of the keys to being at the top of the sales game is to gain mastery of the art of understanding how the mind work when buying.

So how do I gain this mastery? For starters, it’s not a walkover, it’s a life’s skill that keeps getting better with continued effort. That said, here are some starters to get you going:

  • Attitude- Your Primary Product

Have you heard it said, that the buyer buys you first before the product? If you’re in doubt, don’t be, that’s the truth, at least most of the time. While great products can attract business, your attitude determines whether customers buy from you or not.

Mental Attitude

A Positive Mental Attitude is not a cliché either. Any seasoned and successful sales person knows that the mental state is a primary component that impacts wholly on the sales talk. A positive well prepared and prepped mental attitude will reflect in speech, mannerism and delivery, so also will the negative one, each with a consequent result, it will be safe to say that the former will obviously carry the day.

Positive Selling Attitudes

  • Confidence
  • Passion
  • Enthusiasm
  • Genuine Interest
  • Empathy
  • Integrity

This list is by no means exhaustive, but they do great. What about turn off attitudes that gets the prospect heading in the other direction? Obviously, some would be the opposites of the list above. Let’s look at a few more.

Turn- Offs

  • Forcing people to buy your product/service
  • Promoting a product beyond its real or perceived value
  • Focusing on yourself rather than on the buyer
  • Not acknowledging or underestimating the buyer’s prior knowledge
  • Perceived lack of integrity


  • Overruling the Objection

Objections simply put are issues people raise that may indicate an unwillingness to buy. However, objection is not the same thing as rejection which is a straightforward No. As a sales person, it’s important to know that objections are a positive indication that the buyer is considering your product, which is why expert salespeople call it a “definite maybe”. Want to overcome objections? Consider this pointers;

  • Deal with objections before they are raised- don’t wait for the objections, project from experience or by insight what the possible objections might be and make sure to address it in your sales pitch or presentation.


  • Ask Leading Questions- the first objection might not be the real objection, employ the use of leading questions to reveal the real objection. The most common is to rephrase the objection in your own words to elicit more information.


Example: Do I understand that the color coding for the website is not your primary concern but the extent to which it can interface with users?


  • Sell benefits not the product- Nobody wants to buy a product for its own sake, people buy benefits or utility. It doesn’t matter how many excellent features your product or service has, the important question is what they can do for the buyer. If you don’t want to be swamped under a wave of objections, here it is again- sell benefits.

In addition to the above, in dealing with objections, a few don’ts

  • Don’t become hostile
  • Don’t be self-focused, take a seat in the prospect’s corner
  • Don’t try and win the argument
  • Don’t guess, if you are not sure, ask for an opportunity to get back with more information
  • Don’t continue selling beyond your close (when the prospect is already convinced enough to buy)


  • Beyond Selling, Build Relationship

People do not want to feel that they have been “sold”, they want to believe that are much valued and important. The name to call it is relationship building. This is an imperative to making people buy and should start from the first meeting, the first sale should not be the last but rather the beginning of a mutually beneficial partnership. One of the best and fastest means for guaranteed sales is referrals from customers whom you have delivered satisfactory services to and made effort to keep the sales relationship active.

To sum it up, selling is not just another business function, it is an art, which has psychological impact and import, and is a function of the interplay of the mindset of the buyer and the seller.  When you understand this, making people buy becomes more exciting and fulfilling, you are more in control and ready to go get your next sale!

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