For Subscribers

4 Sales Mantras to Memorize and Why They Work You're not pushing a product -- you're changing minds.

By Joe Robinson

This story appears in the February 2016 issue of Entrepreneur. Subscribe »

Shutterstock

1. Create certainty

"There's a big difference between getting someone to like your product and getting someone to buy," says Derek Rucker, a social psychologist at Northwestern's Kellogg School of Management. They need to feel certain it's right for them, so engage their doubts. "Challenge consumers to critique your product. When they fail to find significant faults, they become more confident of the product's merits."

2. Reinforce the positive

During a sales conversation, listen closely for comments your customer makes that reinforce your position. Maybe they say, "I've never thought of it that way." Or, "I can see how that might help us." Then respond by saying "I hear that a lot," or mention another client of yours who said the same thing. You're bringing them over to your way of thinking, says Rucker.

3. Let the customer do the selling

Think of it this way: Rather than sell a customer, you're providing the evidence for customers to sell themselves. Rucker suggests asking potential buyers what they look for in your type of product. "The idea is that if they self-generate the list of attributes they desire, and we have those, then they can conclude for themselves we are the right product for them," he says.

4. Keep meeting their needs

"People buy in order to experience the feelings they get from having their needs met," says Phil Glosserman, a sales coach and co-author of The Referral Code and Selling the Feeling. Your product may meet those needs, yes, but customers are also looking for you to meet them on a personal level. If a potential customer doesn't like something in your product, call back when it's fixed -- and say thanks for the great idea.

Joe Robinson is a productivity and work-life trainer at worktolive.info and author of Work to Live and the Email Overload Survival Kit.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

She Quit Her Job at Trader Joe's After Starting a Side Hustle With $800 — Then She and Her Brother Grew the Business to $20 Million

Jaime Holm and Matt Hannula teamed up to build a business in an industry that "didn't exist" yet.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Buying / Investing in Business

Former Zillow Execs Target $1.3T Market

Co-ownership is creating big opportunities for entrepreneurs.

Growing a Business

This Local Bakery Has Lines Out the Door. Here Are the Secrets to Its Success.

Known for its viral flat croissants and innovative desserts, Alexander's Patisserie also excels in hands-on leadership and team culture.

Growing a Business

How to Build the Ultimate Partner Network for Your Startup

Having a network of strategic partners is essential for sustainable growth. Here's why — and what it takes to build one.

Business News

Microsoft Is Laying Off Over 6,000 Employees, About 3% of Its Workforce. Here's Why.

The company said the cuts will affect all divisions and locations, with a focus on managers.