Imagine a guy presenting a blockchain solution on a crypto conference. In the audience are people who know little about blockchain. He starts his presentation by saying: “Our blockchain uses decentralized consensus algorithms with sharding and smart contracts for asynchronous transaction confirmation in real time.” The listeners don’t get anything, but the guy continues as if everyone should be impressed by the complexity of the terms.

He completely fails to explain what benefits people will gain from his solution and how blockchain will solve specific problems.

Instead, he enthusiastically states, “With our solution, you can communicate like never before! Imagine how securely you can send your money!”

But how does that relate to their actual needs? No one understands.

The guy keeps acting as if the word “blockchain” is a magical term that should sell the product on its own. At the end, he wraps up his pitch with the phrase, “If you don’t understand how it works, maybe it’s just not for you.”

When someone from the audience asks how his solution will improve user experience and security, he once again starts explaining everything in technical jargon, ignoring the audience's interests.

He doesn’t listen to the audience or ask questions about their needs. He fails to explain what real problems his blockchain project can solve and doesn’t provide simple examples. As a result, people don’t feel any connection to the product, don’t see its value, and are likely to leave the room thinking that blockchain is a complicated and useless technology for them.

Sales psychology is not magic or tricks for manipulating customers. It’s real science that helps us understand what drives buyers, how they make decisions, and why they choose one product over another. By using this knowledge, you can significantly increase your sales effectiveness.

Each of us faces buying decisions almost every day. Sometimes we make them rationally, but more often our choices are based on emotions and subconscious motives. This is where sales psychology helps you better understand what motivates your clients and how to interact with them.

If people after your presentation weren’t interested in what your product is, it means only one thing — you didn’t find the true motive of a listener.

Understanding Customer Needs. The main principle is the ability to read emotions and understand customers' true desires. Often, clients can’t clearly explain what they want, but if you can “catch” their mood and identify hidden needs, the deal will go smoothly. For example, when buying a new phone, a customer may be looking for not just a device, but a means to showcase their status. Understanding this need will help you offer exactly what they require.

Building Trust. People buy from those they trust. Sales psychology teaches how to build relationships with clients, showing that you genuinely want to help them, not just sell a product. When a person feels genuine care, they are more open to your proposals.

Influencing Decision-Making. Psychology helps influence the customer’s choice without pressure. This can be done through the right questions, active listening, and demonstrating how the product solves their problem. Instead of aggressively pushing a product, you can gently guide the customer, highlighting benefits and allowing them to make the decision themselves.

Emotional Intelligence. A salesperson who understands their clients’ emotions can adapt better to situations. Emotions play a huge role in sales. If you can recognize fear, doubt, or joy in a customer and respond appropriately, the likelihood of a successful deal increases.

By applying these principles, instead of merely offering a product, you’ll start offering solutions. Rather than one-off transactions, you’ll build long-term relationships with your clients.

Imagine at a crypto conference, a potential client approaches the startup. Instead of immediately diving into technical jargon, the founder asks, “What specific issues are you facing in your business?”

The client shares his concerns, and instead of overwhelming him with complex terms, she/he explains how his blockchain solution can address specific problems, such as enhancing transaction security. He/she shares examples of successful cases and answers questions with enthusiasm.

And as a result, the client leaves not only with a clear understanding of the product but also with a desire to work with the project because he genuinely helped him navigate the issue.

So sales psychology is the key to building a network of clients who will love and trust the product. And a great salesperson is in fact someone who is in love with the product even more than a founder, who doesn’t just sell it but creates value for it’s clients. And who understands people’s needs and builds trusting relationships with them.

Kate Kornish