Psychological Selling
4.0 (24 ratings)
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Psychological Selling

How to Sell Using the Science of Selling the Way People Buy
4.0 (24 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
67 students enrolled
Created by Andy Ng
Last updated 5/2017
Current price: $10 Original price: $30 Discount: 67% off
5 hours left at this price!
30-Day Money-Back Guarantee
  • 37 mins on-demand video
  • 1 Supplemental Resource
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Learn how to sell without selling and how to sell anything to anybody, at anytime and at any price
  • In this course we will teach you how to sell the way buyers buy, which is the scientific way we called Psychological Selling
  • We will also share with you questions that you can ask to get people to reveal to you their inner needs
View Curriculum
  • There are no prerequisites for this course

Customers have certain psychology and if we could understand their psychology and go along with them, they will buy from us automatically. 

Psychological Selling is connecting with people's hearts and get into his inner world with the purpose of solving his problem.  It is like the doctor who always do consultation before he dispenses any solution (medicine) to the patient. And of course the doctor must connect with the customer or the customer will not share openly with the doctor. The doctor gets the customer to open up with him by showing concern and having a real connection with him.

Whether you have been selling all your life or you are new in sales, you need to move from hard selling to heart selling. Master the art of Psychological Selling selling and you’ll see your sales soar.

What you will bring back from this course include:

  1. Know why most people are selling the seller's way how this will not work
  2. The science of selling the way people buy 
  3. How to seek first to understand then to be understood with the art of rapport building
  4. How to find out not just reasons but strong reasons for people buying from you
  5. The effective 9 ways to make your offer not just attractive but irresistible WITHOUT dropping your price
Who is the target audience?
  • People in Sales, Customer Service, Marketing, Business Development and Entrepreneurs
  • Self-employed people in Property, Financial Planning, Professional Service and Network Marketing
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Curriculum For This Course
Start Here
6 Lectures 36:58

Many people have done sales for many years but never get the results they truly deserve. My goal is to impart you with practical ideas that you use immediately so as to create more sales and income for yourself and the world at large. 

Psychological selling is a science of selling that sells on how buyers buy, not how sellers sell. Most salespeople sell the way sellers sell, which is not the way buyers buy. For example, many salespeople are so excited about the benefits of what they sell that they ignore the most important issue that the buyer faces now, which could be trust and rapport with the seller. 

In this lecture, we will also go through a few situations where you will be be tested on 'do you sell the way sellers sell or the way buyers buy'.

At the end of this lecture, you will have a clear understanding of what psychological selling is and why it is more effective than non-psychological selling

Preview 04:39

Are you selling based on sellers' way or buyers' way?
5 questions

From lecture 1, we know that selling is not about selling but professionally helping people to buy. In order for you the salesperson to help your prospect, you first need to build trust and rapport. That is what this lecture 2 is about. 

At the end of this lecture, you'll be able to:

1. Know that people do things not based on emotions or rationale but on how their brain works

2. From the lesson of 'Why did the chicken cross the road', you will learn that people do things for their own reasons. We have to communicate with people's hearts to know their true reasons

3. Find a way to communicate with people's hearts by building rapport and trust with people.  Make people trust you, like you and they will listen to you

4. Master the Neuro Linguistic Programming (NLP) Technique of Match and Mirror to build trust and rapport.  Match and mirror your prospect's body language, voice and words.  From a simple exercise of 'locking your hand to your chin', you'll learn that in communication, body language comprises more than half of the message. 

Preview 06:11

After you have built trust and rapport, you are ready to do psychological selling. At the end of this lecture, you will learn the 3 steps to psychological selling: excite, eustress and exchange

Step 1: Excite people with what excites them, not merely what you have

Step 2: Eustress. After you have excited people, people want to take action. But because most people will procrastinate, you need to apply positive pressure or eustress, to compel them to act immediately

Step 3: Exchange. You must offer a value to people first you can ask for anything in returrn

Once you have completed these 3 steps, you are ready to move on to Lecture 4, which is about the role of heuristics in psychological selling.

3 E Steps in Psychological Selling: Excite, Eustress and Exchange

In this lecture, you will learn the role of heuristics in psychological selling.

Heuristics are short cuts that our brains use to understand messages. We use heuristics to convey the central logic our our product or service

  1. The most common heuristics: rules of thumb, common sense, best practice and trust your intuition
  2. How to create 4 common heuristics in sales: single option aversion, likeability bias, social proof and scarce means value

We will also show you examples of heuristics in sales and some heuristics may not be real but are useful for people to remember us. 

Role of Heuristics in Sales

After understanding the role of heuristics in psychological selling, you need to have logic to back up your heuristics. 

At the end of this lecture 5, you will learn the following:

  • Know the Logic of 5 Whys: Why Change, Why Now, Why You and Your Company, Why Your Product and Why Spend the Money. 
  • First Why: Why Change? Most people are comfortable with what they have, so the first step is to ask questions to go into the pain of why your prospects must change. We will also cover the Allan Peace Dig Deep questions that you can use, plus the use of probing and coaching questions to get into the root of all issues. We will also touch how to sell on needs, not wants, and how to turn all wants into needs
  • Second Why: Why Now? Create the sense of urgency and make the problem painful so that your prospects will want to take action now, not later
  • Third Why: Why You and Your Company. Here we will teach you the importance of selling the best fit between you and your prospects, and the use of numbers to prove the best fit
  • Fourth Why: Why your product. How to create your uniqueness and cost leadership
  • Fifth Why: Why Spend the money. How to justify the purchase by using 5 ways: maths, inflation, credibility, investment and making limitless money. How to show your prospects that you offer the biggest payoff in the world: what to do with the extra money to bring happiness to yourself and mankind 

Selling the Central Route of Logic

Many people think that we need to lower our price to make our offer attractive. However, you can make your offer not just attractive, but irresistible, when you use any of the 9 methods here. 

  1. Relief
  2. Apple to Orange comparison
  3. Spread payments
  4. State in smallest terms
  5. Sum up the component parts
  6. Add an element that cannot be priced
  7. Multiply the returns
  8. Preempt the price objection and the use of take-away
How to Make Your Offer Irresistible
About the Instructor
Andy Ng
4.8 Average rating
34 Reviews
77 Students
5 Courses
Business Coach and Trainer with 30 years of experience

Name: Andy Ng (also known as AndyTheCoach)

Number of years in full-time training and coaching: 17 (since 14 May 2001)

Business Coach, Consultant and Trainer, Andy Ng combines 30 years of professional experience, all with a passion to help people to be more successful at work and in their life. 

Andy possesses a MBA from UK and has an Accountancy degree from National University of Singapore. He has, to-date, trained over 81,131 people in 15 countries including USA, Mexico, Australia, Sri Lanka, China, Thailand, Japan, Maldives, Philippines, Brunei, Indonesia, Cambodia, Malaysia and his hometown Singapore.

Prior to starting his own training and coaching business in 2001, Andy was the Director of Finance, HR and Admin at the world's then 5th largest computer networking equipment manufacturer Allied Telesis International (Asia).  Andy's other experiences include Stockbroker, Financial Analyst at Chase Manhanttan Bank, Consultant at KPMG, and Auditor at Deloitte and Touche.

Since the age of 5, Andy has been selling all his life. Currently he is leading a team of 4 entrepreneurs in a global e-commerce business Saivian World.  

The courses provided by Andy are very popular with the target market, and many of Andy's videos, articles and courses are featured regularly in the local media including. 

At home, Andy is a happy man with 3 happy children age 14 to 19 and one, beautiful wife. 

In the community, Andy is the District Chairman for Entrepreneurship at Lions Clubs International (Singapore).  He is also a Committee Member at Association of Professional Trainers Singapore 

The top 5 most popular topics by Andy include Sun Tzu Art of War, 36 Stratagems, Sales Closing, Service From the Heart, Leadership Power and Financial Intelligence