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Sales Psychology

Learn how to use cognitive science to influence customers to buy from you.

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What's the Scoop?

I analyzed hundreds of academic studies on the psychology of selling. I compiled the most interesting and practical takeaways into a video course. You'll learn the cognitive science of purchasing behavior (and how to use those concepts to increase sales).

What Will You Learn?

1. Which Benefits Should You Emphasize? – 15:20

Certain benefits are more persuasive. But which ones? And how can you pinpoint the most persuasive benefits for different segments of customers? In this video you’ll learn how to construct the “benefits hierarchy” of your product or service. Afterward, you can use that framework to determine the most persuasive information in various situations.

2. How Should You Frame Your Benefits? – 9:56

Once you identify the most persuasive features and benefits, how should you frame and present them? When should you emphasize promotion benefits (i.e., what customers will gain) or prevention benefits (i.e., what customers will prevent)? And how can you structure your website to deliver the most persuasive information to particular customers?

3. How Can You Justify an Emotional Purchase? – 7:54

If you sell emotional products, you need to implement a different sales approach. Instead of “selling” those products, you need to “justify” them. This video will explain (a) why that distinction is important, and (b) how to accomplish that goal.

4. How Should You Use Emotional Appeals? – 13:36

Everywhere you look, marketers explain that you should target emotions. But which emotions should you target? And how can you trigger those emotions? This video explains the importance of "congruence" between your customer's mindset and the emotional benefits of your product or service (and how to create that congruence).

5. How Can You Disguise Your Persuasion? – 8:35

You should never try manipulate people’s behavior. However, you need to avoid the perception that you’re trying to influence or persuade your customers – otherwise you’ll trigger the “persuasion knowledge model” (and your customers will become defensive). This video explains how to sell your product or service without triggering the perception of selling.

6. How Should You Frame Numerical Quantities? – 13:05

Whether you're displaying a price (e.g., $10,000) or an attribute (e.g. 350mg), those numbers seem objective. However, those numbers are merely symbolic. Your customers need to translate those numerical symbols to decipher the intended size. Because of that cognitive process, you can adjust surface characteristics of those numbers to influence their meaning. I describe applications in my course on pricing psychology, but this course will dive into new applications for sales.

7. How Should You Use Scarcity? – 5:31

We know that scarcity is effective. But which type of scarcity is most effective: limited quantity or limited time? Each type should be used in different situations. This video explains those situations.

8. Executive Summary – 15:15

I combined the high-level concepts from the course into a singular framework, which I call my DARRP framework. You can apply this step-by-step approach in every sales touchpoint moving forward.

Is This Course Right For You?

I created this course for marketers, entrepreneurs, and anyone who wants to understand (and apply) the reasons why people buy. You can watch the 15-min executive summary to get a taste of the information in the course.


Your Instructor


Nick Kolenda
Nick Kolenda

I'm the author of Methods of Persuasion. When it comes to research, I'm like a kid in a candy store. My passion is studying the factors that influence our perception and behavior. I spend all day sifting through academic studies to compile interesting and practical applications.


Frequently Asked Questions


Will I get immediate access to everything?
Yup. All the videos and bonus PDFs.
How long is the course?
It's about 1.5 hours. If you've ever experienced my content, you'll know that I cram as much information as possible into a given timeframe.
How long do I have access to the course?
You'll have access forever - across any and all devices. Plus, I'll be adding more material over time, so you'll have access to new information too.
How complex is the material?
Just like my other content, everything is grounded in credible — yet often complex — theoretical concepts. But I translated the academic verbiage so that a 7th grader could understand and apply the material.
Is this course a summary of your book?
Nope. I didn't want to regurgitate the same information from Methods of Persuasion. This course expands on those concepts, and I explain new information specifically related to sales.
What if I'm unhappy with the course?
I try to overdeliver on everything I do, so I'm confident in my content. But if you don't like the course for any reason, you can just ask for a refund within 30 days. No hard feelings :)

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