Psychology for Selling

To stretch our thinking – so we can enhance yours – we have been learning about human psychology with the help of experts at The Design Council, Cambridge University and other leading design and communication organisations.

Psychology is the scientific study of the human mind and behaviour; some appreciation is helpful to build productive relationships with customers and colleagues.

Of course, through experience we naturally learn to behave in constructive ways most of the time yet reminding ourselves of key concepts such as ‘we-thinking’, ‘framing’ of communications, the importance of comparators and how emotion often trumps logic in decision making supports better selling and negotiation outcomes.

Amongst many interesting areas covered, Henry Stott. Chairman of Decision Technology, spoke about the dangers of seeking to understand why actions have been undertaken. He explained why self-reporting is very unreliable as results change based on how questions are asked and people often don’t understand their own reasons. There is also the ‘knew it all along’ effect – once you know something has occurred its hard to forget – and tempting to think you ‘knew it all along’.

Understanding elements of psychology can help us navigate the pathway to deeper customer understanding, relationships and higher value outcomes. 

We’ll be happy to share further insights of ‘hidden’ factors that shape the success of your own customer development activities.