Why the Salesperson Needs to Know the Psychology of Sales

Every single step in the process of a sale is a mental process. The mental attitude and mental impression of the customer; the mental attitude and mental expression of the salesperson; the process of arousing the attention, awakening curiosity or interest, creating desire, satisfying the reason, and moving the will- all these are purely mental processes, and the study of them becomes a branch of the study of psychology.

The display of goods on the counters, shelves, or windows of a store, or in the hands of the salesperson, or the product shown in a banner ad, or a PPC advertisement, must be based upon psychological principles. The argument must not only be logical but must be so arranged and worded as to arouse certain feelings or faculties within the mind of the prospective buyer- this is psychology.

And finally, the closing of the sale, in which the object is to arouse the will of the buyer into final favorable action- this also is psychology. From the first glimpse of the product to the final. closing of the sale, each and every step is a psychological process. A sale is the action and reaction of mind upon mind, according to well established psychological principles and rules. Salesmanship is essentially a psychological science as all must admit who will give to the subject a logical consideration.