Part 2 – How to Improve Sales Service Performance

Welcome to part two of this blog – How did you get on with asking your staff and managers about the Pleasure / Pain principle?

As we discussed in part one sales improve when we naturally attune our self to the all important psychology of the customer. When we understand

  • The pleasure and pain principle (‘Discovered’ by psychologist Sigmund Freud) that affects your customers spend and loyalty
  • That customers have a range of emotional buying motives they need satisfied by you (Including feeling safe, cared for and valued) for them to stay loyal to you.

Today’s savvy customer can spot a script or sales patter coming a mile before it lands, and so a natural, psychology based approach is required to increase sales.

Asking the Right Questions

Pleasure and pain are rooted in our psychology, are proven by neuroscience and have been picked up in the largest body of research ever conducted on our planet within sales questioning skills. (Huthwaite et al)

If you want to know how to introduce ideas, service, products (or even bad news), completely in tune and ethically with your customer, it is essential, no absolutely imperative that your culture understands and applies these principles.

For those that do, they soon realise they don’t even have to consider themselves as a sales person and yet they naturally increase sales and customer delight as a result of asking the right, emotional based questions.

For those that don’t, they continue introducing products and services (or avoiding introducing them) in ways that fail to understand the customer’s deeper, feeling motivation to buy and they end up experiencing more resistance and less sales.

5 Steps to Help Your Service and Sales Staff Sell More

Step one: Create awareness-learning on pleasure and pain and your customers’ emotional buying motives

Step two: Train the specific skills required in customer conversations. Specifically within areas such as

  • Questioning skills (That target the customers psychological/emotional needs)
  • Empathy
  • Emotional connection
  • Rapport

Step three: Coach these skills as a part of your ongoing learning strategy.

Don’t assume managers can automatically pass on, feedback and improve these skills and insights – often managers are promoted for other reasons and not because they are intimate with the skills we’ve mentioned. Sales managers need to be expert coaches.

Step four: Which is really step number one!

Ensure this entire approach (based on understanding emotional buying motives) is a clearly defined part of your customer experience vision; if you have one. If you don’t; create one.

It’s no embarrassment if you don’t yet have a clear vision. We find that many organisations talk customer experience but haven’t worked out their vision yet.

Step five: Once the vision is linked to your awareness and skills training and sales coaching realise the pain and pleasure principle is also essential for your relationship with staff.

When you help staff move away from pain and enjoy more pleasure in their working climate their results, motivation, commitment and engagement will rise!

If you’d like more details, without obligation, in raising sales and service performance contact


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