Influencing others is tricky when you have no relationship, or at best a surface-level relationship. To make matters worse, if you’re going in to “sell” something, there’s every chance you’ll make it even harder for yourself. Nobody likes to be “sold” to. The psychology of selling is about influence: the process for handling a conversation in a way that gets buy-in and commitment from your audience.

It’s a sequence of steps that underpins the development of the relationship between you and your client. And it’s the depth of the relationship that creates influence. Whilst some people do this naturally to an extent, training and coaching will deliver significant improvement.  If you’re new to sales, it’s a great place to start.