Every good sales person knows the only way they keep business going is closing the deal. The art of the deal is not as easy as people think these days. There is more competition, more online presence, not to mention social media platforms to tap into the psyche of people who are looking to buy what’s on sale. Getting customers is not simple, but there are some strategies to help convert them into the customer who finally decides to take the bait.

Pleasure Principle

Inevitably, even in sales, people want to feel good about what they purchase. Whether it is a book, a toy, a new machine, or something bigger like a house, they are looking for that purchase to make them feel good. They will also do whatever it takes to avoid pain. Some pain points for people when dealing with sales include nagging for a sale, constant contact, and over-exaggerated claims that are not true. Customers are more well-informed now than ever before. Ultimately, the best trigger to use in marketing is to understand how to help a customer avoid pain and maximize pleasure. Try these for starters:

  • Teach leads to move close to the end goal of a sale (but not all the way)
  • Get the customer to associate the business with pleasurable results so they will want to close the deal
  • Offer free trials to set people up to start with the product so they realize how much they need it (and will purchase after the trial period ends)
  • Demonstrate the pain points of not going with the product and offer solutions to defeat the risk

People are motivated to avoid pain, no matter what it is. Offer solutions to this and they are more willing to stick with that product than go elsewhere with their business.

Fancy and New

People like shiny things. New cars, new toys, new homes. Neurologically, people are inclined to desire something new that kicks up dopamine in the brain. Novel, fun things that seem new or unique have the potential to motivate people more than something they’ve seen before. Think about how Apple products function. Release new phones every six months, a year, or two years, and they forget how much they cost, so they are willing to pay just as much (if not more) for the newest edition. Try these tips:

  • Create new products or provide new services often enough to tap into this novelty psyche
  • Make tweaks to old programs or services and update them
  • Rebrand products or services to seem new
  • Don’t over offer and under produce. If there is too much novelty but not enough quality, people will stop buying or ask for refunds if it is not what they hoped for

Be careful not to offer too much and not give them what they want. Sales is about producing the goods, so be sure the goods offered are good enough to put on the market before customers get them.

Know the Why

The big answer to the question ‘why,’ is to be found with sales people. They have the answer to every question a customer has. Explain why something is being offered up or is on sale. Get people to take actionable steps by explaining some of it, enough to get them interested, then snag them on the back end once they believe in the why.

Be a Storyteller

Every business, every sale, tells a story to the customer. Human beings are built for narrative and stories. These messages and nuances get passed down through generations. They trigger emotions and tape into the psychology of people’s desires to feel connected to their family and community. With sales, they feel connected to a larger brand, or larger group of people, who are buying into the same thing. Think Apple or Microsoft, or any company who sells their products as a story, making people believe they cannot live without it (and neither can anyone else).


Psychological triggers can be used in business to generate sales at all levels. Even if businesses struggle with how to implement them, it helps to try out a few things that haven’t been done yet to attract people to products and services. The key to triggers is to tap into people’s emotions, drive them to the product or service, and close the sale using tactics that are simple, yet effective. Watch competitors and don’t be afraid to try new things. It just might bring new revenue (and vigor) to that bottom line.

Read more relevant blog post: Finding Qualified Leads for Your Sales Team