I was rubbish at sales (until this clicked)

In partnership with

I thought I knew how to sell.

I'd demo every feature.

Prove how comprehensive our platform was.

Gatekeep the good stuff until they paid.

One simple price. Take it or leave it.

And you know what happened?

I left a lot of money on the table.

Lost deals we absolutely should have won.

It took losing deal after deal to realise something critical:

Being a great salesperson has almost nothing to do with your product.

It has everything to do with understanding how humans make decisions.

Most founders and salespeople make the same mistake I did.

They think more information = more trust.

More features = more value.

More explaining = more closing.

It's the opposite.

Below are the 7 psychology concepts that changed how I sell:

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1. The Relevance Rule

Buyers don't care about your features. They care about solving today's pain.

Look at Slack.

They could say: "Lots of channels, workflows, and integrations."

Instead they say: "Replaces internal email forever."

One describes what it does. The other solves a problem everyone hates.

Your prospect isn't lying awake thinking about your feature set. They're thinking about the headache they want gone.

Speak to that headache.

2. Social Proof

People follow the herd. They trust what others have already validated.

Revolut doesn't say "Open a Revolut account."

They say "Join 65+ million customers worldwide."

Same action. Completely different psychology.

The first feels like a leap of faith. The second feels like joining a movement that's already working.

When you show that others (especially similar others) have already said yes, saying yes feels safer.

Use numbers. Use names. Use proof that others went first.

3. The Future Self Effect

People buy when they can clearly imagine who they'll become after using your solution.

Think about Nike.

You could say: "Advanced foam density and ergonomic design."

Or you could say: "Run your fastest mile."

One is a spec sheet. The other is an identity.

Your buyer doesn't want features. They want to become someone.

Fitter. Richer. More respected. Less stressed.

Paint that picture and they'll find the budget.

4. Status Quo Bias

Your biggest competitor isn't another company.

It's the prospect doing absolutely nothing.

People are wired to stick with what they know. Change feels risky. Staying put feels safe.

Booking.com figured this out.

They don't just say "This room is available."

They say "Only 1 room left. 8 people are viewing this property."

Now doing nothing feels risky. Now inaction has a cost.

If you want people to move, you have to make staying still feel more dangerous than changing.

5. Loss Aversion

People fear losing more than they value gaining.

This is one of the most powerful forces in human decision-making.

Amazon doesn't say "Prime costs €9.99/month."

They say "You're missing out on free delivery + exclusive shows."

Same offer. But one frames it as a cost. The other frames it as a loss you're already experiencing.

When you show prospects what they're leaving on the table by not working with you, the urgency shifts.

Don't just sell the upside. Show them what they're losing every day they wait.

6. The Clarity Advantage

Confused minds don't buy.

Buyers take action faster when your offer is stupidly simple to understand.

Remember the iPod launch?

Apple didn't say "5GB storage + advanced audio features."

They said "1,000 songs in your pocket."

Same product. But one makes you do mental maths. The other lands instantly.

If your prospect has to work to understand what you're offering, you've already lost them.

Simple wins. Every time.

7. Anchoring Bias

The first number you show becomes the reference point for the entire conversation.

Watch how car dealerships do this.

They don't say "This car is just $65,000."

They say "Was $90,000, now only $65,000."

Now $65k feels like a bargain instead of a big number.

The anchor sets the frame. Once it's set, everything gets judged against it.

Show a higher number first (your premium option, the cost of not solving the problem, what others charge) and your actual price feels reasonable.

Most people think they need to show everything to prove their worth.

You don't.

And you shouldn't.

Combine psychology, simplicity, and an outcome-driven offer.

Do this well and everything changes.

Same product.

Slightly different approach.

WAY better results.

If you want to put this into practice, The Snowball Effect is my complete outbound system.

It includes the exact playbook, templates, and 6 custom GPTs I use to generate leads without spending a cent on ads.

Have a look → https://start.snowballn.com/snowball-effect/

Power to you,

Mike