Unleashing the Power of Sales Mindset and the Laws of Influence

Mike McKay
April 3, 2024

Sales goes beyond mere products or services; it includes mindset and influence. Your mindset shapes your approach to selling, and understanding the laws of influence empowers you to navigate the intricate landscape of human interaction. In this article, we’ll bridge the gap between mindset and influence, guiding you through practical concepts that can transform your approach to sales.

Sales Mindset: You Are the Solution

The subconscious mind plays a pivotal role in our decision-making processes. Fear of failure, often rooted in ego protection, can hinder sales efforts. The key is to recognize that you are the solution to a specific problem, not for everyone but for those whose needs align with your offerings. Rather than viewing a failed sale as a personal shortcoming, adopt a detective mindset – identify where you can improve and tailor your approach accordingly. This shift in perspective allows you to navigate sales with confidence, focusing on being the answer to the customer’s needs rather than begging for attention or opportunity.

The Laws of Influence


The law of give and take, deeply ingrained in our civilization, can be harnessed in sales. Offering something valuable upfront activates the law of reciprocity, creating a sense of obligation in the prospect. This could be a free consultation, a helpful guide related to their industry, or exclusive access to industry insights. By initiating the principle of reciprocity, you set the stage for a mutually beneficial relationship.

Commitment and Consistency

Humans have a tendency to act in accordance with their previous decisions. Utilize this by obtaining small commitments throughout the sales process, making it harder for the prospect to reject the final ask. This could involve signing up for a newsletter, attending a webinar, or engaging in a brief survey. These commitments create psychological momentum, making it more likely for them to commit to larger actions, such as purchasing your product or service.

Social Proof

Humans tend to follow the crowd, assuming that if others have made a decision, it must be a wise choice. Testimonials and evidence of others’ positive experiences create social proof, influencing potential buyers to trust your product or service.


The law of liking suggests that people are more likely to buy from those they like. Association with positive entities, like professional associations and satisfied clients, activates this law. Actively seek to understand their needs and demonstrate genuine interest, turning the business relationship into a more personal and likable connection.


Leveraging authority figures and markers, such as titles, clothing, and trappings, can influence decision-making. Establish your expertise through certifications and professional appearances to activate the law of authority.


Creating a sense of scarcity around your product or service can drive demand. Realistically limiting availability, as seen in countdown timers or exclusive offers, taps into the human desire for what is perceived as rare.

Ethical Use of Influence

While these laws wield immense power, it is important to use them ethically. Ensure that your influence is a force for positive change, not manipulation. Remember, influence is a two-way street, and awareness of these principles empowers you in both buying and selling situations.


In the ever-evolving landscape of sales, a resilient mindset and an understanding of the laws of influence can set you apart. By viewing sales as a problem-solving endeavor and strategically applying the laws discussed, you can create a win/win result for you and your prospects.