The issue of the "deficit model". Or why educating your client isn't enough..

This is a message that we press very hard with teams we work with but yet is difficult to make people accept. The fact that prospects aren't persuaded by data and facts. They decide emotionally.

And then use facts and data are used to rationalise a decision.

Thinking it's the gap of knowledge that need to be filled to push people into action has a name in psychology.

It's called the deficit model.

As the video below says, it's "the most arrogant way to belittle people".

Yet, so many sales teams approach selling by:

• Showing a great case study of other customers

• Organising demo of the super product

• Creating the "wow" effect of the product (we still hear this sometimes)

• Showing the slides deck

etc...

The thinking behind is: "Show them the gap with conviction and boom, they will see the world the same way - and consequently will be buying your product or service -."

This is a core reason why so many times, sales team fail.

Sure, sometimes this approach works. People see the gap and decide to act.

But then there is a disconnect between what people THINK they sell. And what prospects ACTUALLY buy.

Because people make decisions emotionally first. Logic comes after.

So what actually works? What to do to sell better? 

• Reduce the risk they will take. People fear risk (an emotion) . People are more comfortable with a mediocre situation than with taking a risk.

• Focus on issues you solve. Not benefits brought. Because prospects initially don't care about benefits. They want to solve burning issues (an emotion).

• Demonstrate they won't lose credibility internally. People care less about financial budget - what most sales people think matters - than their internal credentials (as they would be blamed internally for failure).

• Demonstrate you truly see, understand and acknowledge them (people want to be seen) Find ways to diminish the resistance they have when talking to you.

And many, many other ways...

Selling is above all a psychological play. The buyer psychology and the seller psychology.

Mastering selling psychology is critical to succeed in sales. Yet it's something rarely understood...

PS: understanding buyer's psychology is key, one thing we do when training sales people. But understanding seller's psychology is also very important. For instance, the beliefs sales people have. I have a list of the 40 limiting beliefs of seller. If you don't know them and it can be helpful?