Selling’s Simple, Right?

The Truth About Sales Psychology That Every SME Owner Should Know

“Selling’s simple, right?” I ask this at the start of every keynote. And most business owners in the room either smirk… or squirm. Because if it was simple, we’d all be closing deals on autopilot.

Here’s the thing: selling is simple — when you understand how people think, feel, and decide.

Let’s break down the psychology that makes sales work (or not) for SMEs, and tackle the biggest myths holding you back.

Myth 1: “People buy on price.”

The truth: People buy on emotion, and justify with logic.
Yes, cost matters — but only in the absence of value. Most buyers are subconsciously asking:

• Do I trust you?

• Do you understand me?

• Will this make my life easier, better, or more secure?

💡 What to do: Shift focus from features to outcomes. Show how your product or service improves their world. Use stories, not specs.

Myth 2: “You need to be a natural salesperson.”

The truth: Sales is a skill, not a personality type.
You don’t need to be slick or pushy. In fact, that turns people off. The best salespeople are curious, clear, and confident — not charismatic.

💡 What to do: Ask better questions. Listen with intent. And build a system that supports your strengths — whether that’s one-to-one calls, DMs, or demos.

Myth 3: “Scripts and formulas guarantee success.”

The truth: People spot inauthenticity a mile off.
Scripts can help you start, but real conversations drive sales. Buyers want to feel seen, not processed.

💡 What to do: Learn frameworks, not word-for-word scripts. Think “flexible structure” — like a great chef who doesn’t need a recipe but understands flavour.

Myth 4: “Follow-up means chasing.”

The truth: Follow-up is service, not stalking.
Most sales happen after the 5th interaction — but only 10% of businesses ever get that far. Why? Because we fear being annoying.

💡 What to do: Reframe follow-up as adding value. Send insights, reminders, case studies — not just “checking in” emails. Keep it warm and helpful.

Myth 5: “If they say no, it’s a dead end.”

The truth: “No” usually means not yet.
People say no for all sorts of reasons — timing, overwhelm, uncertainty. But if you’ve built trust and stayed in touch, you’ll often be top of mind when they’re ready.

💡 What to do: Create a nurture system. Add them to your newsletter, invite them to events, send something useful every few weeks. Stay present without pressure.

Final Thought: Sales is Human

The real secret? Sales is about understanding people — their fears, hopes, habits, and decision triggers.

If you’re an SME owner, you’re already selling every day — ideas, services, vision. The goal isn’t to become someone you’re not. It’s to align your approach with how buyers actually think.

And when you do that?
Selling really can be simple.

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