by Sarah & Kevin Arrow

Understand Your Prospect’s Psychology to Effectively Overcome Sales Objections  

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Information is the secret to success in sales. The more you know about your prospect and your product, the better you’re able to determine if it’s a good match. During the sales process, you’ll face objections from your prospect and you’ll need to know how to deal with them. To do this, it’s essential that you understand the psychology of the prospect.

Create a 5 Star Customer Profile

This understanding starts with creating a detailed customer profile which includes demographic information and, more importantly, 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 talking online. 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. 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 person 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 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, all share one thing in common: their attention span is limited. 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 Your 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 being successful in sales? Check out our course Nail the Sale which teaches you the A to Z of handling sales objections and helps you achieve your business goals faster! 

About the author, Sarah & Kevin Arrow


Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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