The Psychology of Selling
By Harry Mills

Skilled sellers are skilled psychologists. They get into their customer's heads. They understand the decisions customers make as they move through the buying process.

The Ten Key Buying Decisions

One of the keys to successful selling is to understand how customers make decisions. Here are the ten key buying decisions every customer makes:

1. Do I want to see or talk to this salesperson?
2. Do I want to listen to this person?
3. Do I like this person?
4. Can I trust this person?
5. Do I have a need that has to be solved?
6. Does this person's solution satisfy my need?
7. Has this person resolved my objections?
8. Does the product/service represent good value for money?
9. Is the time right?
10. Am I satisfied with the after-sales service?

The Ten Key Objections

For each buying decision there is a potential objection the seller must overcome.

1. I don't want to see or talk to you
2. I don't want to listen to you
3. I don't like you
4. I don't feel I can trust you
5. I don't believe I need to change
6. I'd like to change but I don't believe your product/service is what I want
7. I am interested in your product/service, but you are not resolving my objections
8. I would like to buy but this price is too high
9. The price is right but the time is not right for me to buy
10. Now that I've gone ahead with the purchase, it seems I may have made a mistake.

Anticipate how to prevent and overcome these objections and you are well down the path to becoming a first class salesperson.