The Marriage of Sales and Psychology: Turning “Maybe” Into “Yes”

Sales in a creative business isn’t about slick scripts or manipulative tactics. At its core, sales is simply the art of helping people feel seen, heard, and understood. When your clients feel that way, saying “yes” becomes a natural next step.  It may require you to become a bit of a detective along the way.

In my recent talk, The Marriage of Sales and Psychology, I shared how understanding client psychology, removing workflow blocks, and implementing smart systems like 17hats can transform not only your client experience but also your bottom line.

Core Needs: What Clients Really Want

Every client walks into your world with the same deep need: to feel valued and understood.  While we as humans understand that concept, we often approach it from our own core needs.  This ends up looking like we are speaking and marketing only to ourselves if we are not careful.

Chris Voss, former FBI negotiator, put it best: “Know the emotional drivers and you can frame the benefits of any deal in language that will resonate.”  Those emotional drivers can be boiled down into 4 core needs based on Spectrum Training.

• Blue personalities crave meaningful relationships.
• Green personalities seek competency.
• Gold personalities thrive on duty, responsibility, and order.
• Orange personalities value freedom and spontaneity.

When you understand these core drivers, you stop selling in a way that falls short of where you want to be and start providing solutions that resonate on a personal level.

Sales Blocks: The Hidden Roadblocks

No matter how skilled you are, sales stall when you or your clients hit a but they stall even more when you, yourself, hit a block.  Two of the most common blocks that I see business owners have are a Money Block and a Workflow Block.

Money Block

With money blocks, we often put ourselves into the role of banker or momma to our clients, and we are neither.  We often assume what they will pay based on what we ourselves value.  This hidden bias can cause us to keep our pricing below where it should be or even verbally sabotage ourselves when it comes to closing a sale (more on that later).

Workflow Block

Tactics mean nothing if you have a lack of systems and processes or if you never bother to update them.  If you are scrambling to send contracts, forgetting to follow up with a client, or even sending too many emails because you keep leaving out key bits of information, then you might have a workflow problem.  Not only does this leave you feeling burnt out and chaotic, but it may leave your client feeling confused.  The confused mind will say no and go elsewhere for what they need.

Workflow as the Secret Weapon

This is where workflow and psychology intersect. A seamless client journey reduces stress for both you and your clients, making the buying decision feel effortless.

Here are three key steps to start utilizing workflow as a secret weapon:

• Ask yourself:
  • Does my client need this specific step in the process?
  • Do I need this specific step in the process?
  • If the answer is no to either of the two questions above, then why are you jamming that into your workflow and process?  Doing so can create more steps and more chaos.

When you eliminate workflow blocks, you show up as confident, organized, and trustworthy—the very traits that align with the psychological needs of every client type, no matter what their core need may be.

Tactics That Actually Work

Once you better understand the core needs of your clients, stop trying to be their banker, and create a workflow that supports you, sales tactics become powerful tools rather than band-aids:

The Empty Chair 

The Empty Chair is a simple yet powerful tool for keeping your communication client-centered. Imagine your ideal client sitting across from you in an empty chair every time you draft an email, share a social post, or prepare a presentation. Would what you’re about to say make them feel valued, inspired, or understood—or would it confuse, overwhelm, or irritate them? This exercise forces you to filter every word and action through the lens of service. It’s not about what you want to say, but what your client needs to hear in order to trust you and feel confident in choosing you. By honoring that “empty chair,” you ensure that your messaging is purposeful, personal, and aligned with the values of the people you most want to work with.

Rule of Three 

Psychologically, when you get someone to agree or affirm something three times or more, they are much more likely to purchase what you are selling or sign up for what you are offering.

Imagine you’re meeting with a couple considering you as their wedding photographer. Instead of jumping straight into packages, you guide the conversation by asking questions that invite small affirmations:

1. “Do you want your wedding images to feel timeless—something you can pass down as an heirloom?” (They nod, “Yes.”)
2. “Would you love to have a stress-free photography experience where you don’t have to worry about what comes next?” (Another “Yes.”)
3. “And do you want your photos to capture not just the details, but also the emotions and little moments you might miss on the day?” (A third, enthusiastic “Yes!”)

The Takeaway

At the end of the day, the marriage of sales and psychology isn’t about tricks—it’s about empathy, structure, and clarity. When you pair a deep understanding of human motivation with the right workflows and systems, you create an experience that naturally leads to “yes.”

So ask yourself:

• Are my clients feeling seen, heard, and understood?
• Is my workflow supporting me—or blocking me?
• Am I using tools like 17hats to deliver consistency and ease?

If the answer isn’t a resounding yes, now’s the time to bridge the gap. Because sales isn’t about pushing harder. It’s about connecting deeper.

Watch Meredith’s Webinar Replay: Workflows That Get You To Yes