Being a coach or consultant means that you have to don your salesperson’s hat.When it comes to sales, it shouldn’t come as a surprise that information is the secret to success. The more you know about your prospect and your offering, the better you’re able to determine if it’s a good match. During the sales process, you’ll face objections from your prospect and you’ll need to know how to deal with them. To do this, it’s very important that you understand the psychology of the prospect.

Build an Ideal Customer Profile

This understanding starts with creating a detailed customer profile which includes demographic information and, more importantly, data on how they feel and what they think – what we call psychographic data. Obtain this data by searching for your target buyer online. Follow them on social media and anywhere else they’re talking online. Start gathering information about them and build your profile.


It’s Not About the Price

People buy services and products based on subjective value, not objective price. If they can see the unique value of what you’re offering them, how it will change their life for the better and help them overcome major issues they’re facing, they will buy it. When you hear the objection that the price is too high, this actually means they don’t yet realize the unique value the service or product offers.


“No” Uncovered

The sales will happen, but more often than not, you’ll get a “no” at first. This is what every salesperson fears, but there’s no reason for it. In fact, it offers valuable information. You can learn more about your prospect’s psychology from their “no” than from their “yes.” Find out why they’re not interested in this time and you’ll gain a better understanding of how they think and feel.


Features vs. Benefits

Of course, the features of your offering are important to a prospective buyer. But people make purchasing decisions primarily for emotional reasons. It’s great if you can demonstrate how your product’s robust features set it apart from everything else on the market. But to sell successfully, you need to show the prospect how their life will improve through using the product. This happy future vision appeals to emotions and, along with useful features, will help you to make the sale.


Grab Their Attention

No matter what the particular psychological traits of your prospect, all share one thing in common: their attention span is limited. You need to gain and keep the prospect’s attention. This is done by understanding what is most important to the person and then appealing to that. These are called “pain points.” This term refers to areas of the prospect’s life or business where they’re experiencing pain and looking for relief.


Always remember that sales is a collaborative process between you and the prospect. You’re trying to find a solution to their problem that best suits their needs. Together, you are considering your service or product to decide whether it’s the right fit. By approaching the prospect with empathy, gaining a clear understanding of how they think and feel, and committing yourself to persevering, you’ll get better at navigating sales objections successfully each and every time.

Do you want to learn more about being successful in sales? Check out my course, Conquering Sales Objections, which teaches you the A to Z of handling sales objections and helps you achieve your coaching or consulting business goals.