Earn More MoneyFebruary 24, 2020March 23, 2020

Salesmen Exposed: Inside The Minds Of Salesmen

Sometimes it seems like salesmen (or salespeople) are unavoidable. They’re either ringing your doorbell or calling in the middle of a workday in order to pitch you their products. However, not all salesmen are the same. There are many different types of personalities, as most of you have already experienced. However, who are these salesmen and what goes on inside their minds? We will explore various thought processes and core principles that most people in a sales role will come to learn. This article can serve as great information for the average reader or maybe someone looking to get into the sales industry.

Who Are Salesmen?

Salesmen are the people who’re at your doorstep or on your phone trying to sell you cheaper telecommunication products. However, they are not restricted to this role. One common misconception is that salesmen are just people who try to sell you something by telling you how great the product is. While this is true in some cases, in many it is false. Salesmen are the riches people in the world. They’re able to identify a need and leverage that into income. The most successful salesmen are those who can scale this concept globally.

In one way or another, every entrepreneur who offers a product or service is a salesman. They promote their product and have a very distinguishable factor about them. For example, car detailers promote their services by being fast and efficient. While coffee shops may provide a great cup of coffee, such as Tim Hortons. However, if you’re not a globally known company, chances are the main selling point will be you.

The manner in which you conduct your business, professionalism, quality of work, and reliability. Everything you do as a business owner is part of you selling your product or service because you are the core of the business.

However, what goes on inside the mind of those people who are actively trying to sell you something? I have some answers for you!

Inside The Mind Of A Salesman

The mind of a salesman can be calculated and organized. Filled with thoughts on how they’re going to get the next sale or where to lead the conversation. They have structure. A structure that, once mastered, can be used in any situation. I’ve seen it personally. I’ve seen an irate customer calm down and purchase services. However, I’ve seen salesmen lose out on potential clients because they’ve talked themselves into the group. Furthermore, I’ve sometimes seen salesmen be misleading and/or aggressive. This is a huge problem that plagues the sales industry as a whole.

Although this does not reflect the industry as a whole, it is present. I’ve personally seen a salesman constantly interrupt a customer, walk into their house and aggressively attempt to sell the person something. They would talk over them, use intimidating body language and make the customer feel like they needed what they were selling. However, this is not all salesmen, only some. There seems to be a dichotomy. There are the salesmen who try to sell you something but don’t push. Whereas there are others that push you into a corner.

What Are They After?

They’re after what most people are, money. Leaving no stone unturned, most salesmen will knock on every door and follow up at any given chance. A great example of this is when I went looking for a new car. The sales advisors at the dealerships would call my phone relentlessly. Sometimes multiple times a day. This is how people make a living and the allure of money outweighs the negative perception people may have on them. I can’t count the number of times I’ve been called a crook or have been told I’m scamming someone when trying to sell them an expensive phone plan. Being able to earn $70,000+ a year and all you have to do is convince people to buy a product is quite the trade-off.

Creating The Need

You might be asking yourself how these salesmen are able to mentally penetrate the minds of people in order to sell them products. Well, one factor is creating a need. They do this by asking a multitude of questions. At first, these questions may sound random. However, they’re calculated and are going through mental gymnastics to find out what reason they could have to pitch you a certain product. For example, they will ask you to open-ended questions.

An example of this will be “how do you fell about your current internet provider?” and “Are you happy with the speeds you’re currently experiencing?” If you were to answer in a negative manner towards your internet speeds, the salesman will definitely have a solution. Most likely, the person will have an internet speed to offer you that is faster and slightly cheaper. Once they present this, they’ll give you a reason as to why you may want to purchase their service. For example, the salesman may say “The internet speed is faster, which is a positive since you said you disliked your current carrier’s service. Furthermore, you’ll save some money which is an attractive feature for everyone homeowner.”

From that point on, the salesman’s goal is to make you see that there is a need. You NEED faster internet and you NEED to save money. The best salesmen can even make you feel dumb for not purchasing considering they’re providing a solution to your problem.

Creating the need can happen at all levels. It’s a salesman’s bread and butter. Approaching someone, making conversation, finding what they may “need” and exploiting it.

Adding Value

Adding value can be seen as a staple in a sale. Most, if not, every company that has a sales department wants its employees to sell based on value. Adding value to the customer’s experience makes it more authentic and helps the customer feel more comfortable about buying. Adding value means incorporating a service or product in addition to what they’re already getting. For example, adding an extra gigabyte of data to a phone plan when you switch companies.

Another example is adding wifi extenders to a newly bought internet plan. If you’re selling someone an internet service that is $15 over what they’re paying, adding something will help bridge the gap. Let’s say the wifi extenders are a $30 value, telling the customer this will make it seem like even though they’re paying more, they are getting $15 for free.

If the service they’re purchasing is cheaper, they will see the added value as a bonus and be more willing to buy. However, if you’re increasing their current bill, the added value serves as a justification. As I said, this is a staple in selling. If you incorporate creating a need, adding value and building rapport, you will have a high conversion rate. The sales industry knows this and teaches their employees. Next, we will talk about building rapport, the final piece in the trifecta of salesmanship.

Building Rapport

This is why you use your customer service skills. Building rapport means creating trust. This is done in many ways. One of the most common ways is being relatable. If the person you’re talking to can relate to you, they let their guard down. Once this happens and the customer becomes comfortable, the difficulty goes from a 10 straight down to a 5. Breaking down walls is a salesman’s specialty. However, some people may see through this and won’t give the person an opportunity to connect. The word ‘no’ is the most common word any salesman will hear

What are some examples of building rapport? Well, let’s say you knock on someone’s door and notice they have a Toronto Raptors fan outside. From here, you can just briefly mention how you’re a fan and ask them about the previous game. What you’re doing is making conversation and through this talking, you’re building trust and slowly lowering their wall. You turn from a random stranger who is knocking on their door to someone who is friendly. That’ll make talking about products easier. If you throw in a few jokes here and there, you’re golden.

It may seem like you’re manipulating and to be honest, you are to some degree. Building rapport and being able to make conversation is a great skill to have in any situation. The ability to dispel awkwardness and make people like you through sheer charisma and likability is critical. It’ll help you get along with people, progress in interviews and have people see you as an overall positive person.

Do Salesmen Have Your Best Interest In Mind?

The answer to this question lies within each and every salesman. The truth is that some do while others don’t. Some will try to take you for everything you have and others will try and give you the best deal while saving money. There will be people who build zero rapport and want to add tons of “value” without having your best interest in mind. Their one and only concern is their paycheck. Whereas there are salesmen who will just give you what you want and up-sell you on things that they think will benefit you.

For example, I’ve seen someone sell an elderly woman on a fixed income the newest iPhone. To some, this may not be a problem but this particular representative would badger the lady, overcoming all of her nos until she finally said yes. It was clear that she did not need it and quite frankly could not afford it. Now, it’s true that if you want to be successful, you can’t stop at the first ‘no’ in some instances. However, there is a question of morality and whether or not it was ethical to keep pushing.

What Makes A Great Salesmen?

There are many things that make a “great salesman”. In my opinion, a great salesman understands and masters the art selling themselves. Before you sell the product, you have to sell yourself. First impressions are everything. Therefore, they have to make use of that short window of opportunity. Selling yourself means building rapport, earning trust and relating to the consumer. I’ve been going to the same barber for years now, like most of you. However, the reason why I keep going back is that he’s built rapport, is consistent and reliable. If you are able to master this concept, you’re ahead of most.

Creating a need and adding value without being pushy or aggressive. However, there will be people reading this who think you should be aggressive. What I think is that you should not be a pushover If someone says no, try to counter their claim. However, do not be overbearing or make the person feel uncomfortable. Answer their objections by showing them how the product or services as value to their lives and why they need it. If they still say no, move on.

Always have your customer’s best interest in mind. I was never one to think that tricking myself into thinking a customer needs something in order to get a sale is the same as having their best interest in mind. Analyze each and every interaction and logically determine how/why the customer will benefit from it. Furthermore, determine the need and read body language.

There is much to learn and this is just the basics. However, go into an interview for a sales role and tell them that your goal is to build rapport, create a need, add value and have the customer’s best interest in mind, you’ll be ahead of the competition.

Shameed Chris Khan

Shameed is just a man on a mission to help those around him gain financial success. Obsessed with writing about all things finance, this GTA native is constantly learning and sharing his experiences with others.