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February 21, 2018

What Science Can Teach You About Sales

Selling has traditionally been an area that is conducted based on the instincts of the best salespeople. Not surprisingly, in an era of big data and the ability to analyze techniques on a massive scale, we can learn a lot about what makes those instincts right or wrong. Science can provide some important insights on what makes sales.

 

Offering Multiple Options

Research has shown that offering a single product for sale leads to about a 10% sales rate. However, offering two products to choose from leads to a 66% sales rate of identical items. The psychology of choosing whether to buy one item assigns a higher level of risk to the purchase. However, when two options are presented, the psychology shifts from asking “Should I buy?” to “Which one should I buy?” Take advantage of this fact to increase sales, but don’t go crazy with it! Too many options to choose from leads to decision paralysis that could kill the sale.

 

Mirroring Body Language

Regardless of that you are selling, your actual product is trust. Trust in the product, but more important, trust in the person selling the product. Mirroring a customer’s body language creates a subconscious rapport that inspires a feeling of trust that goes beyond the customer’s belief in the product you are selling.

A study in 2009 showed those who mirror their partner’s speech and posture were able to reach agreement 67% of the time, while those who did not only succeeded in reaching an agreement 12.5% of the time. Use this to your advantage by subtly mirroring your customer’s gestures and expressions. Again, be careful that you don’t cross the line to mimicry or come off as insincere. The subtle use of mirroring is what builds a sense of trust.

 

Relentlessly Improve

Stanford University conducted a study that showed those who have a mindset that they can improve their skills through hard work are more likely to be successful. The top performers have a commitment to relentlessly improve their skills, continuing even after they were at the top of their game. Embrace a way of thinking that sees failure as merely feedback guiding you to a better way of approaching a problem and commit to continuously improving your skills to take your success to the next level.

You may not have been born with the gut instincts of a top performer, but with work and insights from science, you can achieve the results of a top salesperson.

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