Viw Magazine

The Property Pack

  • Written by Viw Magazine

Sales has always been a crucial aspect of any business. Whether it’s through traditional methods like cold calling and door-to-door visits or modern ones like social media campaigns and email marketing, persuasion and influence are at the heart of sales. However, sales isn’t just about showcasing a great product or service; it’s also about understanding what drives people to buy. This is where the science of sales comes in. By understanding the psychology behind persuasion and influence, salespeople can improve their technique and boost their sales numbers. In this blog post, we’ll dive deeper into the science behind sales. 

1. The Power of Social Proof

No one likes to be left out. We all want to belong, and that’s where social proof comes in. Social proof is the phenomenon in the sales enablement tools where we conform to the actions of others because we believe that those actions are the correct behavior in a given situation. As a sales technique, social proof can be incredibly effective. By showing potential customers that others have already bought your product or service, you’re providing social proof of its value. This can be achieved through case studies, testimonials, and reviews. Studies have shown that products with more positive reviews tend to get more sales than those with fewer reviews. 

2. The Fear of Missing Out

The fear of missing out, or FOMO, is another powerful psychological motivator. FOMO is the feeling that we get when we think we’re missing out on something important. This feeling can be used in sales to create a sense of urgency. By communicating that a product or service is in high demand, you can create a sense of scarcity and a fear of missing out that can motivate customers to buy now instead of later. 

3. The Power of Reciprocity

Reciprocity is a social norm that states that we should always pay back what we owe. In sales, reciprocity can be used to create a sense of obligation between the salesperson and the potential customer. By providing something of value, like a free demo or a consultation, the salesperson is creating a sense of indebtedness that the customer may feel compelled to pay back by making a purchase. 

4. The Principle of Authority

People tend to follow the lead of those they perceive as experts. The principle of authority states that we’re more likely to obey the instructions or recommendations of an authority figure. In sales, this means that emphasizing the expertise and credentials of the salesperson, or the company as a whole, can increase trust and influence potential customers. 

5. The Power of Framing

The way a message is framed can have a big impact on how it’s perceived. For example, a product that’s advertised as “50% off” will likely be seen as a better deal than a product that’s advertised as “half price”. The way something is framed can also influence how it’s valued. A salesperson who frames a product as a “luxury item” may be able to convince customers to pay more for it. 


Sales isn’t just about showcasing your product or service; it’s also about understanding what motivates people to buy. By understanding the psychological principles behind persuasion and influence and by using automation tools like hubspot integrations and more, salespeople can improve their techniques and increase their sales. Social proof, FOMO, reciprocity, authority, and framing are just a few of the many psychological principles that can be used to influence potential customers. In today’s competitive marketplace, it’s important to stay ahead of the game, and the science of sales is a tool that can help do just that.


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