Sales psychology is a type of process that involves considering the psyche of your target market to sell your products and services. Instead of convincing customers they need your product or service, you find a way to market to their current needs and wants. There are different ways that individuals buy products. Some customers buy impulsively and rationalize the purchase later. In other cases, the person uses logic and reason over emotion when purchasing new products.

Sales professionals can tap into a customer’s emotions as a way to close a sale. A common mistake in sales pitches is focusing on costs. If a sales associate understands the values of their target audience, strategies can be used to show how the product (or service) stays in line with those values.