Why Aren't You Selling? The One Psychological Mistake Salespeople Make Unconsciously

Psychological insights such as the Dunning-Kruger effect and confirmation bias, which I have covered in previous columns, are extremely useful in interpersonal communication. The world of sales, in particular, is a battlefield where human psychology is put to the test. To survive in that arena, you must thoroughly understand the 'workings of the human mind' that psychology teaches us and apply them practically.

The first important thing in sales is to grasp yourself objectively. Many salespeople tend to think, 'I'm a good talker, so I'm fine,' or 'I know my product inside and out, so there's no problem,' but that can actually be a pitfall. From the other person's perspective, no matter how logically you speak, if it feels like a one-sided imposition, they will lose interest. Doubting your own potentially overconfident self is the first step toward cultivating a sharp, Tachibana-style perspective.

Next, understand the 'other person's psychology.'
For example, how to structure a sales pitch. While it is certainly important to appeal to the attractiveness of a product, people will not be moved by simply listing features and benefits. Humans have a loss aversion bias, where they are more likely to act to avoid a loss than they are to take action in a situation where they might gain something. Therefore, it is also effective to make an appeal so that the other party can clearly imagine the 'risk of not adopting' the product, such as 'How many opportunities will you lose if you don't introduce this product?' or 'How much cost will be reduced in the future if you introduce it now?'

Also, there is the method of utilizing the 'principle of reciprocity'. When you give out samples or take the time to listen carefully to the other person's problems first, people feel, 'If they do this much for me, I want to give something back.'
What is important in sales is to 'give something' to the other person. It doesn't matter if it's information or a sincere response. The relationship of trust that is born from that is what leads to long-term business.

Furthermore, to avoid losing sight of yourself in the sales field, make it a habit to obtain 'objective feedback'. It takes courage to go out of your way to hear harsh evaluations from seniors, bosses, or even people from other departments, but that is also the secret to honing your sales technique. There may be problems with your presentation or attitude that you are not aware of, or conversely, they may discover strengths you haven't noticed.

It is no exaggeration to say that the sales floor is a laboratory for psychology. Doubt your own assumptions, utilize the other party's psychological characteristics, and repeat improvements while obtaining appropriate feedback.

Indeed, the attitude of 'maintaining a calm perspective and conducting hypothesis testing backed by data and facts' should become the weapon of a consistently successful salesperson.