Credico: The Science Of Sales

It's true - there IS a science behind success in sales! With real insights gleaned from real data, new tools are available that can enhance the performance of your sales team.


May 20, 2024


Insights, Global

In the sales world, is success measured simply by the charisma and charm of the sales agent? No. All the charm in the world won’t work unless it’s coupled with a profound understanding of the underlying principles and mechanisms that drive consumer behavior.

The age-old questions persist: What sets one salesperson apart from another? Why do certain sales processes yield superior results while others falter? Fortunately, there’s a science-based answer to these inquiries.

Credico provides sales solutions via its dedicated network. Although we don’t directly provide sales agents, we truly understand them. We believe it’s essential to keep up with the latest research about the science behind sales, and here are our best observations.


Recent Scientific Research

In recent decades, a wealth of scientific research has delved into the intricacies of human decision-making processes, shedding light on the factors that shape our behaviors, actions, and purchasing choices.

This body of research has uncovered a fundamental truth: heightened sales performance is intricately linked to how closely aligned sales behaviors are with the natural workings of the subconscious human brain in making buying decisions. In simpler terms, success in sales is contingent upon mirroring the cognitive processes that drive consumers to make purchasing decisions.


Science-Based Selling

Enter science-based selling – a paradigm increasingly gaining traction and recognition within the sales industry. But what exactly is science-based selling, and why is it considered the future of sales?

Science-based selling is rooted in research drawn from scientific disciplines such as:

  • Social psychology
  • Neuroscience
  • Behavioral economics
  • Cognitive Psychology
  • Data Science

It unveils the underlying mechanisms influencing consumer behavior and reveals the selling behaviors that effectively prompt buying decisions. In essence, it uncovers the science behind successful selling strategies.


Enhanced Sales Performance

Gone are the days of speculation and guesswork regarding the performance discrepancies between top producers and average performers. With the insights gleaned from scientific data, we now possess the tools and knowledge to enhance the performance of any salesperson, regardless of their current standing. How does this work in real life?

Let’s say a salesperson is selling high-end kitchen appliances to homeowners. Instead of relying solely on traditional sales techniques like persuasion and features-based selling, they incorporate principles from social psychology and behavioral economics into their approach.

First, the salesperson conducts research to understand the homeowner’s preferences, lifestyle, and pain points related to their current kitchen setup. They discover that the homeowner values convenience, energy efficiency, and aesthetics in their appliances.

Using insights from social psychology, the salesperson employs the principle of social proof by sharing testimonials and success stories from other homeowners who have upgraded to the appliances they’re selling. This helps build credibility and trust with the homeowner.

Next, drawing on principles from behavioral economics, the salesperson frames the purchase as an investment in the homeowner’s well-being and long-term satisfaction. They emphasize the potential cost savings from energy-efficient appliances and the added convenience of modern features like smartphone connectivity.

Additionally, the salesperson utilizes the principle of scarcity by highlighting limited-time promotions or exclusive offers to create a sense of urgency and encourage the homeowner to make a decision.

Throughout the sales process, the salesperson focuses on building rapport, actively listening to the homeowner’s concerns, and addressing them with evidence-based solutions tailored to their needs and preferences.

This science-based sales approach results in the homeowner feeling understood, valued, and confident in their purchasing decision. They trust the salesperson’s expertise and are more likely to invest in high-end kitchen appliances, leading to a successful sale.


Commitment to the Right Sales Approach

At Credico, we firmly believe in empowering clients and sales professionals through a science-based selling approach. By understanding the latest insights from neuroscience and behavioral economics, sales teams can tailor their sales strategies to match how the human brain naturally operates.

This not only maximizes their effectiveness in driving purchasing decisions but also instills a sense of capability and confidence in their abilities.

By connecting cutting-edge scientific research with real-world sales situations, science-based selling presents a new outlook on comprehending and connecting with buyers. It offers a framework that is both reliable and predictable, backed by scientific evidence to enhance sales outcomes. This assurance of a proven approach provides clients with confidence, knowing that their sales strategies are grounded in solid scientific principles.

Contact Credico today to discover how our science-based approach can help your business.

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