Here’s something they don’t tell you in most business books:

People don’t buy logically.

They search logically.

They buy emotionally.

Then justify it logically after.

There’s a specific psychology at play in every sale. And if you don’t understand it, you’ll keep losing good leads for reasons that have nothing to do with your product or price.

Let me explain.

From the moment someone considers buying (whether it’s a £20 ebook or a £20,000 service) buyer’s remorse begins to creep in.

That inner monologue starts running:

• “Is this the right thing to do?”
• “Is this the right time?”
• “Is this the right person to trust with my money?”

And weirdly, this doubt doesn’t just kick in after they buy....

...it happens right up to the point of the sale… and just beyond it.

That’s why understanding sales psychology is so crucial.

Because in those critical moments, people aren’t looking for more features or a discount code.

They’re looking to feel safe.

They want to feel:

✅ Understood
✅ Supported
✅ Part of something

They want to believe:

• You’ve helped people just like them
• You know exactly what they’re struggling with
• You’ve got a system that works
• They won’t be left to figure it all out on their own

This is why real sales power doesn’t come from pressure or persuasion...

It comes from connection.

And the best salespeople?

They don’t pitch.

They reassure.

They make people feel like they’re finally in the right place, with the right person, at the right time.

So if you’re running a business and you want to increase your conversions, ask yourself:

• Am I showing that I’ve helped others like this before?
• Am I creating a sense of community or just flogging a product?
• Am I acknowledging the doubts my buyer already has, and helping them move through it confidently?

Because sales isn’t just a transaction. It’s a transfer of trust.

And the moment someone decides to buy from you is the moment they say, “I believe you can help me.”

Make them feel seen. Make them feel safe.
And they’ll buy...not just once, but again and again.

Talk soon,
James