Finished the holidays, shoves in the big January slope, pushing the reductions, and in crisis, we have still to keep on selling. For this we have to work the big negative psychological process of the consumer and conquer it.

The sales develop psychological processes in the mind of his potential clients. But many theories simplify the human mind, and base his theories supposing that the persons can be understood and manipulated according to «procedures«. Or at least we believe that to try.

Nevertheless the persons are slightly very complex and often mysterious, so much that we use a lot of time trying to understand the way of thinking of the others. And it would not be less in his buy behavior.

Let's see in case of the "sales" how we can understand better the process that takes place on having taken a decision of buy.

1. The persons take decisions emotionally. They decide being based on feelings, needs or emotions, not across a logical thought process. For it the "intangible" benefits are key for the persuasion. On having created the content that always sells debit to wonder: what is the emotional point here?
2. The people justify his decisions with information, with facts. The decision of buy makes him feel good, but he will only buy when it could justify his decision rationally. Therefore there are necessary information and specifications, but in the second term.
3. The persons are self-centered. We all see the world as regards us. If it goes to send messages asking the people to do something is better that it makes the answer to the question clear: what is there for me?, even to come further: how is my self-esteem going to reinforce this?
4. The persons look for value. The value is not a number. The value is related to what you sell, to what others ask for it, to the need that the prospect has of buying, and how you perceive the differences between you and his competitors. It has to demonstrate that it offers value that seems equal or major than the price that he asks. The more value perceived in relation to the price, more possibilities of buy.
5. The people think about terms of the people that that's why the histories to sell are key. The brain works across the social interactions. In the school the mathematical problems were staging social situations to improve his comprehension. With the marketing the same happens: his messages must be constructed concerning names, testimonies, histories, photos of satisfied clients, etc.
6. It is not possible to force the people to buy. When the persons buy, it is not for turning out to be submitted to any type of manipulation or magic influence. It can urge, or create scarcity sensation, but finally the persons do what they want.
7. The people like to buy. Many persons affirm that they do not like being «an object of a sale»: it is not true. The people like to allow to sell something, to discover new products and experiences. What the people do not like is to feel cheated or manipulated. Therefore imagine the process not like something to sell products to the persons, but to help them. With good products, with interesting offers, and offering a suitable dealing.
8. The people are distrustful for nature. Every minute can be born an incautious one, but most of the people distrusts the offers. What they try is to avoid the risk. It is not possible to predict the level of suspicion of a concrete person, so it is better to support all our affirmations with evidences, like testimonies, turned out from surveys, authorized opinions, scientific information, etc.
9. The people always look for something. Love, wealth, glory, comfort, safety, etc. The people in general are unsatisfied and uses the life looking intangible. A good content that he speaks about a product is a way of showing how a product or service covers one or more needs of a person.
10. The people buy expediency and exclusivity. If the persons could find easily in the shop to the corner return the products that you offer, probably they would prefer the shop. So he already knows it: if they buy to him you it is because they do not find it in any more suitable place or simply they do not know where to look. That's why it is important to highlight the expediency and exclusivity of what it offers.
11. The persons it like seeing, hearing it, touching it, savouring it, or it smelling before buying it. Many persons never buy on line on not having been able to examine the goods. There are products as books or the CDs that are easily saleable on line because they turn out to be already familiar to the people. But clothes or meal can be harder, at least up to the first satisfactory experience, since the quality can be a variable. Think how the people buy in the shops his product, and verify if there is some sensory impact that it could reproduce.
12. Most of the people continues to the rest. Most of us we are imitative. We look in other guides, especially when we are insecure on something. We wonder what the others do and we act consequently: that's why the testimonies and the practical cases are influential.