The psychology behind sales techniques explained: 5 sales strategies for better results

Mastering effective sales techniques can transform how you connect with prospects, address their challenges, and ultimately close deals. Whether you're a beginner learning the ropes or a seasoned professional refining your approach, the right strategies can set you apart in an increasingly competitive environment.

In this blog post, we’ll cover:

• What sales techniques are and why they’re important.
• Five essential sales techniques and how to use them effectively.
• The psychology behind successful sales techniques, and more.

Why are sales techniques important?

The modern B2B journey has changed. Which means that your sales techniques need to be up to date to get you the most conversions. Having a structured approach to selling also means that you’ll be able to create consistency across your team to achieve consistent and measurable results. In other words, higher conversion rates.

Techniques such as consultative selling, value-based approaches, and effective follow-ups are essential tools for addressing customer needs, overcoming objections, and closing deals.

Research shows that businesses with a defined sales process experience higher conversion rates compared to those without one, according to Korn Ferry. By employing proven sales techniques, sales professionals can:

1. Build trust and credibility: Customers are more likely to engage with someone who demonstrates an understanding of their challenges and presents tailored solutions.
2. Improve efficiency: Structured techniques streamline the sales process, reducing the time and effort required to move prospects through the funnel.
3. Increase success rates: Techniques provide actionable methods to address objections, highlight value, and guide prospects toward a buying decision.
4. Adapt to different buyers: Techniques like consultative selling help customize the approach based on buyer personas and specific needs.

The psychology behind successful sales techniques

Sales is as much about psychology as it is about strategy. Understanding the factors that influence decision-making can make your techniques more effective.

1. Reciprocity: Offering something of value upfront—like a free consultation—creates a sense of obligation in prospects to return the favor.
2. Scarcity: Limited-time offers or exclusive deals tap into the fear of missing out, prompting quicker decision-making.
3. Social proof: Seeing others benefit from your product helps prospects feel more confident in their choice.

These principles, when integrated into your techniques, can significantly enhance your ability to connect with and influence buyers.

5 Key sales techniques to elevate your strategy

1. The consultative selling technique

Consultative selling focuses on identifying a prospect’s unique challenges and offering tailored solutions. It’s less about selling a product and more about solving a problem. This approach fosters trust, which is critical in B2B and high-value sales.

How it works: A cybersecurity firm engages a mid-sized business experiencing frequent data breaches. Through in-depth consultations, the sales team identifies gaps in their current setup and offers a customized solution that enhances their security infrastructure.

2. Solution focused selling

This technique involves identifying a customer’s pain points and presenting your product or service as the solution. It’s particularly effective in industries where customers are looking for immediate relief from pressing issues.

How to implement: Start by asking open-ended questions to uncover challenges, then explain how your offering addresses them, backed by data or case studies.

3. The elevator pitch technique

An elevator pitch is a concise summary of your product or service that highlights its value proposition. This technique is especially effective in fast-paced environments like networking events or cold outreach.

How it works: Imagine pitching a CRM platform. Instead of listing features, say, “We help small businesses increase lead conversion rates by 30% through personalized automation tools.” The goal is to pique interest and open the door for further discussion.

4. The value-based selling technique

Value-based selling shifts the conversation from product features to the outcomes it delivers. It’s a powerful technique for prospects focused on ROI.

Real-world application: A SaaS provider demonstrates how its analytics platform reduced operational costs for a retail client by 20%, directly tying the product to measurable financial benefits.

5. The social proof technique

Social proof involves using testimonials, case studies, or reviews to build credibility and overcome skepticism. According to Trustpilot, 89% of consumers check reviews before making a purchase, making this technique indispensable.

Example: A digital marketing agency highlights how they helped a similar client increase online sales by 40%. This reassures prospects that your solutions are effective and trustworthy.

The importance of following-up

No matter what sales techniques you use. It won’t be effective if you do not pay attention to your follow-up strategy. 

Follow-ups are critical to maintaining momentum in the sales process. Research by HubSpot in 2023 found that 80% of sales require at least five follow-up touches, yet 44% of salespeople give up after just one.

Best practices: Personalize your follow-ups with insights gained during previous interactions, and always provide additional value, such as a relevant case study or resource.

How technology is reshaping sales techniques

The rise of technology has transformed how sales techniques are implemented. Modern tools like CRM platforms, AI analytics, and automation software make it easier to track progress, personalize outreach, and refine strategies.

Examples of technology in action:

• CRM platforms: Tools like Salesforce and folk centralize data, streamline communication, and automate follow-ups.
• AI-powered insights: Tools like Gong analyze sales calls, identifying patterns that lead to successful outcomes.
• Email automation: Platforms enable personalized, timely communication with large audiences.

By leveraging these tools, sales professionals can enhance traditional techniques and achieve better results. Gartner suggests one of the best ways to incorporate technology is to treat technology as a member of your team. 

Adapting sales techniques to the modern B2B buyer journey

Self service and virtual selling has become the norm in many industries, requiring a shift in how sales techniques are applied. Building rapport through a screen can be challenging, but with the right strategies, it’s possible to create meaningful connections.

Tips for virtual selling:

• Use video calls to establish trust and maintain eye contact.
• Share your screen to visually demonstrate key points.
• Incorporate interactive elements like polls or live Q&A to keep prospects engaged.
• Provide value-add content that prospects can easily access with minimal effort.

Adapting to the digital environment ensures your techniques remain effective in a remote-first world.

Overcoming challenges when applying sales techniques

Implementing new techniques isn’t always straightforward. Common challenges include skepticism from prospects, objections during negotiations, and balancing personalization with efficiency.

Solutions:

• Building trust: Address skepticism by providing evidence, such as testimonials or data-backed insights.
• Handling objections: Frame objections as opportunities to provide clarity and demonstrate value.
• Streamlining personalization: Use tools like segmentation and automation to deliver tailored messages without overwhelming your team.

These strategies ensure your techniques remain effective, even in complex situations. A good CRM can help you keep note of key details such as sales length cycle, lost deal reasons, and more. 

3 Metrics to measure the success of your sales techniques

Tracking performance is essential for refining your approach. Key metrics include:

• Lead-to-conversion rate: The percentage of leads that become paying customers.
• Sales cycle length: How long it takes to close deals.
• Customer retention rate: The percentage of customers who continue to buy from you.
• Average deal size: The typical value of a closed deal.

Monitoring these metrics helps identify which techniques are working and where improvements are needed. 

Conclusion

Sales techniques are fundamental to building strong customer relationships, addressing pain points, and closing deals effectively. But without the right tools to implement these techniques, even the most refined strategies can fall short. This is where a CRM like folk becomes essential. A CRM system enables sales teams to manage interactions systematically, track progress through the sales funnel, and automate key processes such as follow-ups. Try folk today, free. 

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