3 Tricks from the Kitchen of Sales Psychology

In our last article, we shared how you can improve your sales results with simple techniques from sales psychology. Here, you’ll learn 3 tricks to create more interest and closeness with your customers.

Have you ever wondered why some products or services sell better despite high prices? The answer often lies in sales psychology. A key factor is how customers perceive the price and what influences their buying decisions. Clever price positioning or highlighting discounts can make customers more willing to accept the price.

We tend to be impressed by big and flashy offers and forget whether we really need the product or if it will make us happy in the long run. The way a product is presented also affects our perception. For example, if a product is advertised as "limited" or "exclusive," our desire for it automatically increases.

1. Cognitive Biases

Purchase decisions are made emotionally, even when you think you’re being completely rational and considering all the facts. In reality, cognitive biases play a major role in your decisions. It sounds complicated but is easy to explain: cognitive biases are mental shortcuts your brain uses, especially when making decisions, by assuming connections between bits of information. Even professionals aren't immune. That's why biases are so popular in sales strategies.

Some examples:

The Anchoring Effect

The first piece of information frames everything that follows. That’s why the initial statement is the most important. This technique is often used to present special offers and is frequently seen in e-commerce.

You’re shown a high price first—only to then receive a supposedly better deal. This makes the second offer appear much more attractive in comparison, and you're more likely to act on it.

“Course: How Sales Psychology Can Help You Reach 6-Figure Revenues. Regular price: €3,999 – Today only: €1,999.”

This is the anchoring effect at work—it triggers a buy-now response, even if you don’t really need the offer. The same principle applies to scarcity marketing.

Scarcity Effect

This tactic plays on the "must-have" feeling. You are informed that only a few pieces remain — or that the offer will soon expire. Your brain goes into panic mode. After all, you don’t want to miss out or pay double later. This creates decision pressure, making you more likely to buy immediately.

The Recommenders Testimonials work wonders – if others love it, it must be good. You’ve probably noticed this in your own behavior. A little ad pops up on Instagram — a product you like. You tap the ad and land on a promising sales page. Right below the product and price, the first customer reviews appear. Wow — almost 5 stars on average. You skim a few glowing comments, and just seconds later, the product ends up in your virtual cart.

That’s how cleverly sales psychology plays with perception biases. Now the question is — can you start using this knowledge to your own advantage?

2. Positive Attention

Make the other person feel that you genuinely care about them — that you see them and understand their needs. This creates a positive connection and increases the chances of working together. That’s why, in every sales conversation, you should listen carefully and show your customer that you’re truly hearing and valuing them. Ask for details and use positive language to signal appreciation. When you build a personal connection, they’re more likely to remember you — and to recommend you to others. Creating positive attention is a key principle in sales psychology — and it can directly help you boost your revenue.

3. The Mirror

Mirror neurons play a key role in how we behave in our environment. Without realizing it, we observe the people around us. With children, it’s very obvious — they imitate behavior. You do it too — just less noticeably.

Especially when we meet someone with similar interests or behavior, we feel safe and naturally drawn to them.

Use this instinct in your sales conversations. If your client, for example, slightly tilts their head while speaking — you can mirror that gesture.

If the sale doesn’t happen spontaneously at the point of sale, but rather through a B2B conversation, here are two more tips for building connection:

Do a little research beforehand. Look through social media profiles — search for shared interests, unique traits, hobbies, etc. If you find nothing online, take a good look around on site: Visiting your client’s office? What do you see? Photos, lucky charms, trophies? Mention them in a positive way, ask about them, and build a conversation around it. It’s a simple way to build rapport and establish trust.

And don’t forget:

80% of your conversation happens on the emotional and personal level—only 20% on the rational one.

Conclusion

The foundation of every successful sales conversation is sales psychology. This means understanding your customer’s needs and taking them into account. The three techniques we’ve introduced help you build a personal connection and positively influence the customer’s buying decision. Use this knowledge to make your sales conversations even more effective — and to build long-term customer relationships. We hope this article has been helpful to you.

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