Understand Client Psychology To Win More Sales

Why Understanding Client Psychology Is Important?

If you’ve ever been wondering how to win more sales from your clients, then keep reading on. 

Behaviour is a fundamental concept in psychology and is viewed by many as disciplines primary focus.  

In sales, any touchpoint of your communication with a client is determined by your behaviour, whether it is a phone call, email, webinar or presentation. Self-awareness can help to establish framework for situational behaviour and help to learn behaviour patterns very needed to understand the client and motivate them for a decision – to win a sale. 

Create A Rapport To Win A Client 

Rapport sets the ground for close, warm and meaningful relationship between people.  

Sometimes it happens naturally, but often relationships are built. To build the rapport, you as a sales person have to find a common grounds with your prospect, bond and be emphatic.  

Behaviour is situational and therefore rapport can be built by consciously observing your own and others behaviour. The term “behaviour” can include many things, some of them are visible and others aren’t.  

Actions are visible and motivation for actions is not visible. By stimulating the invisible you can get action and action can lead you to your sales objectives.  

By being conscious about prospects behaviour you can stimulate by certain set of words or a sentence, to your tone of voice or body language. Thus adapting your behaviour can strengthen the impact to the situation. 

Adapting your behaviour is relevant to all types of communication. Even though, fundamentally we have our own natural behaviour that comfort us. But with knowledge and training we can work to adapt our behaviour to the situations we intend to influence.  

Also good relationships are built on effective communication. Intuitively, the better your communication with the client, the less friction there will be in the relationship.  

On top of that, a great deal of communication is non-verbal that can be passing a strong message. It is about the ability to first read the situation and the people involved, and then having the ability to adapt our behaviour, so it meets the needs of the situation.  

Why Understanding Client’s Culture Is Important? 

Culture is the informal combination of behaviours, values and opinions that members of the group take for granted.  

In relation to behaviour, culture is the next level that must be understood. The fundamental convictions of a person can influence its behaviour and building a rapport can establish meaningful, close relationship which will give even stronger effect to the communication and the outcomes. 

Mutual Understanding

Seek first to understand, and then to be understood. Behaviour is situational and therefore rapport can be built by being conscious of your own behaviour and the behaviour of your clients.  

How Proactivity Can Help In Sales? 

By now you understand that knowing and adapting is important in the sales process. By knowing your client’s behaviour style, you can be proactive and form a hypothesis about their reaction to a certain stimulus.  

By observing your client’s body language, voice, word choice, facial expressions you can proactively stimulate the prospect and increase your control in the communication. Having a certain control, you can manage to direct the conversation to your sales goal and activate action in the prospect. 

Proactivity is not only limited in responding to client but also creating the situation to stimulate the client. One of such tricks is persistence. Keeping the lead hot by constant follow up’s or even sometimes getting a meeting date locked by approaching the client unexpectedly by phone. 

Often clients value proactivity and persistence but the proactivity itself is not limited to few actions. Therefore, the important part of the client psychology is the surprise and effort, which can be relatively signalled through the proactivity. 

Types Of Motivation In Client Psychology 

People in conversations are motivated by: 

  • Power, status and prestige. Yes, people are motivated by these things and it is important to match the expectations of your client’s. This can be the language, experience, even your outfit that will motivate someone to listen to you. 
  • Challenge. Some people are motivated by challenges in conversations. For a certain profile it is worth to challenge the prospect to get him motivated for the conversation. 
  • Success. People tend to sympathise for success. It is natural and unconscious instinct to be with the best (or follow the best). Thus you can use your success stories to motivate the client for action. 
  • Achievement. Opportunity for personal achievement can motivate people. 
  • Room to act. Freedom from control and rules give people motivation to act. Or sense of those things. 
  • Relationships. Creating a long term bond or value motivates people. 
  • Sincerity. Being honest helps to create more openness. 
  • Help. When you demonstrate that you are not for your own good, it motivates people to work together. 

Understanding the key motivation points of a client can help to create a stimulus to act. 

Types Of Fear In Client Psychology 

  • Losing control. When people feel being dominated, they will choose for action to end the conversation. Your persuasion should focus for conscious action. 
  • Losing. People hate losing thus avoid making some to feel like a loser. 
  • Being used. Again, the persuasion should not turn to exploitation. 
  • Vulnerability. You should avoid making your client feel vulnerable, unless you are selling some sort of protection. 
  • Being ignored.  
  • Criticism. Criticism in most cases will close all doors to effective sales. You should approach this via open ended questions. 

Avoidance of clients fears is not always a perfect strategy. One can turn fears into trust knowing how to tackle them. And trust definitely helps to make a sale. 


There are few things that can help you to kick start your successful sales by knowing client psychology. But first know yourself well. 

Know your starting point in a conversation. How do you open the conversations, how do you get understanding about other person, how do you unveil where to adjust and how to build rapport. 

We all have strengths and weaknesses and there will always be advantages and disadvantages to each of them. Your approach should be dynamic and you should have a variety of tools to activate the client with your experiences. 

You get relationships that you deserve. Use your knowledge to adapt to your winning sales styles. remember, that behaviour is situational  and be conscious of behaviour and do not evaluate too quickly, since behaviour will always change depending on the time and situation. 

Good luck! 

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