In today’s competitive market landscape, understanding the human mind is not just an advantage; it’s a necessity.

Dr. Steve Akadiri, a renowned expert in sales and customer service, spoke on The Psychology of Selling at the Chartered Institute of Sales & Customer Service’s Customer Service Week.

Moreover, his insights emphasize that successful selling goes beyond scripts, quotas, and KPIs; it’s rooted in a deep understanding of human behavior and emotional intelligence.

The Psychology Behind Buying Decisions

Dr. Akadiri noted that “the psychology of sales is about understanding how buyers think as well as the influences behind their decisions.”

Furthermore, he added that “people don’t buy products; they buy feelings, solutions, and stories.”

His submission highlights that trust is the currency of every transaction, and empathy is the most powerful tool for building meaningful connections.

 

Building Confidence and Emotional Connection

“Confidence is contagious; if you believe in what you’re selling, others will too.”

Consequently, he urges sales professionals to ask this fundamental question:

Are we selling a product, or are we selling peace of mind, convenience, or status?

 

The Power of Listening

A critical element of his approach is the power of listening.

“In sales and customer service, we often focus on what to say,” Dr. Akadiri explains, “but the real magic happens when we listen.”

Additionally, active listening, he emphasizes, builds rapport, uncovers hidden needs, and shows respect—all of which foster loyalty.

When customers feel truly understood, they don’t just stay; they become advocates for your brand.

 

Understanding Cognitive Biases

He delves into the understanding of cognitive biases, which serve as unseen influencers of decision-making.

For example, “reciprocity is when people feel compelled to return favors,” and “social proof,” such as testimonials and reviews, reduces uncertainty.

He also emphasizes that “scarcity and anchoring,” where limited-time offers and the first number a customer sees, influence perceptions significantly.

Therefore, recognizing these biases enables salespeople to craft strategies that align with how the brain naturally operates.

Identity, Belonging, and Alignment

Focusing on identity and belonging, Dr. Akadiri asserts, “customers want to feel like they’re making choices that reflect their values.”

Whether they are innovators, budget-conscious, or loyalists, the salesperson’s job is to show how their product or service fits into their story.

Moreover, “selling is not about persuasion; it’s about alignment,” he says, highlighting that true influence is about resonance with the customer’s worldview.

Handling Objections with Empathy

Objections, which many see as obstacles, are, according to Dr. Akadiri, signals that should be interpreted correctly.

“Use mirroring to reflect their concern, apply labeling to validate feelings, and offer reframing to change the perspective.”

In addition, when objections are handled with empathy and validation, resistance diminishes, paving the way for trust and future sales.

 

The Psychology of Follow-Up

Equally important is the psychology of follow-up. “Persistence must be empathetic, not aggressive.”

Thus, follow-ups should add value and align with the customer’s decision-making pace.

He further notes, “remember the sale often happens after the fifth contact; staying present, helpful, and human is what makes the difference.”

Emotional Intelligence as the Heart of Selling

Dr. Akadiri reinforced that every conversation, whether to close a sale or resolve a complaint, is an opportunity to influence positively.

“Our words, tone, and timing matter.

Understanding what drives decisions helps us build trust, increase interest, and foster loyalty.”

For him, effective selling combines technical skill with emotional intelligence; “it’s about connection, not manipulation,” he affirms.