I remember the first time I ever became interested in the sales and marketing side of psychology.

I must have been no older than 10 years of age.

My brother, three years older than me, was a big fan of salt and vinegar chips at the time.

One day, whilst my father was filling up the car with petrol, my brother decided to run into the store and get his hands on his all-time favourite snack.

Approximately 5 minutes later, he emerged from the story having completed his goal… and then some.

He jumped back into the car with a big grin, a packet of salt and vinegar chips and… a second packet of salt and vinegar chips.

Perplexed at the outcome, Dad asked him why on earth he bought two packets when he knew he could likely only finish one.

My brother’s response?Simple: If he bought one packet for $2.00, the second packet was only an additional 50 cents.

Despite not needing the second packet nor even being able to consume it, it seemed idiotic to him not to take advantage of such an extraordinary deal.

It was an interesting moment because it was the first time I remember realising people don’t necessarily buy things because they want or need them.

They buy them because they have been set up to respond to clever sales and marketing.

Sales and marketing that has been designed to influence the brain at the core of how it makes decisions.

You see – we’re rather arrogant, us humans. We like to believe we adhere to the laws and concepts outlined by general economics.

That we are rational, conscious, deliberate and smart about the buying decisions we make.

But fields such as behavioural economics have proven this idea wrong time and time again.

In reality, we are extremely poor decision makers and often make decisions that adhere to no more logic than can be found in the most basic and chimp-like parts of our brain.

Why do we do this? Because due to the massive amount of information we are required to take in every day, we have been required to create a sort of ‘filing system’ to make ‘effective’ decisions.

This filing system is made up of what we call ‘biases’.

Biases allow us to take shortcuts when making decisions.

However, these shortcuts often cost us a lot more than they save, especially in the long-term.

Darcy J Smyth is the lead trainer and creator of the Tonal Persuasion Method for Sales – the methodology designed to ensure you are closing sales without the need for the dreaded ‘Hard Sell’ that can turn so many buyers away in the modern business landscape. 


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