People want someone who understands, someone who “gets them.” It’s true in life, and it’s true in sales. Salespeople aim to solve their customers’ problems. That means you have to empathize with a customer’s situation first. You have to understand the way people think: Why do they do what they do? How do they perceive the problem you’re trying to solve? That’s the psychology of sales. The better you understand these four principles, the better you understand your customers — which…