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The Psychology of Selling

30 Pages · 2003 · 434 KB · English

  • The Psychology of Selling

    The


    Psychology of


    Selling


    The


    Art of Closing


    Sales


    Brian Tracy The


    Psychology of


    Selling


    The


    Art of Closing


    Sales


    Brian Tracy


    ©MCMLXXXVII Contents


    How You Can Benefit Most from This Program . . . . . . . . . . . . . . . . . . . . . . . .4


    1. The Psychology of Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5


    2. Developing a Powerful Sales Personality . . . . . . . . . . . . . . . . . . . . . . . . . . . .7


    3. Why People Buy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9


    4. Creative Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11


    5. Approaching the Prospect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13


    6. The Sales Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15


    7. The Psychology of Closing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17


    8. When Objections Get in the Way . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19


    9. Winning Closing Techniques – I . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21


    10. Winning Closing Techniques – II . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23


    11. Managing Your Time Efficiently . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25


    12. Ten Keys to Success in Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27


    3 How You Can Benefit Most From This Program


    The final value to you of The Psychology of Selling Use This Guide


    will depend on how many of its insights and guidelines


    After hearing a session, refer to the corresponding


    you can, or choose to, adopt as routine ways of thinking


    section of this guide. Here you’ll find a useful summary


    and acting. You’ll be wise to listen to each audio session


    of the main points discussed and suggestions for putting


    several times. Don’t expect to get full value from these


    the ideas to work in your life.


    sessions if you hear them only once. Even the most


    intelligent, thoughtful listener needs to hear sessions


    Act on Your Ideas


    such as these several times to be able to pick up, think


    over and internalize all the ideas discussed. Also, each Until intelligent thought is linked with appropriate


    repeated listening will spark for you additional ideas action and follow-through, little or nothing is


    that apply to your current needs and goals. accomplished. So once you’ve grasped a particular idea


    or technique and how to apply it, act – put it to work in


    Make Concentrated Listening a Habit your career. The results may seem slow at first, but if


    you’re determined to stick with the program, you’ll soon


    Set aside a short period each morning or evening, or


    discover that you’re closing more sales – and reaping the


    both, when you can listen with full attention to the


    greater cash rewards that come to the top sales


    sessions with which you are working. This does not in


    professional.


    any way preclude casual listening – while you’re driving


    your car, dressing, eating or exercising, for example. It


    is simply a more concentrated form of listening.


    Jot Down Your Ideas


    Whenever you’re listening, keep pen and paper at hand,


    and be prepared to stop your audio player at any time.


    When you hear an idea or technique that particularly


    appeals to you, stop the audio. Think about the idea.


    Think about it in connection with your situation, your


    work, your life-style. Think about its value to you – how


    it could change and improve what you are doing. Think


    about how you can apply it, visualize yourself doing so


    and making it pay off for you. Jot down some notes to


    remind yourself of your thinking and to help you take


    action during the days ahead. Then restart the audio


    and continue listening.


    4 The Psychology of Selling


    Session One


    SELF-ASSESSMENT We always sell in a manner consistent with our self-


    concept. Some of us are uneasy about picking up the


    1. Am I proud of my profession?


    phone and calling somebody. Some of us feel


    2. Am I in the top 20 percent of salespeople?


    uncomfortable about closing. By becoming more skilled,


    3. Do I genuinely like myself?


    we feel more competent, raise our self-concept and


    4. Is there any aspect of selling that makes me become more successful.


    uncomfortable?


    5. Does my self-concept include a high level of The core of self-concept is self-esteem. A person with


    income? high self-esteem likes himself. How much you like


    6. Can I cope with the rejection that I will inevitably yourself is the key determinant of your performance and


    encounter in selling? your effectiveness in everything you do.


    SUMMARY There are two major obstacles in selling. The first


    obstacle is the customer’s fear of making a mistake. The


    The most important thing we have to understand in the


    second major obstacle in selling is the salesperson’s fear


    world of selling is that nothing happens until the sale


    of rejection. Until a salesperson develops confidence, a


    takes place. The most successful organizations in the


    high self-concept and sufficient resilience to bounce


    world have superb selling organizations. They rise or


    back from inevitable rejection, he cannot sell


    fall on the quality of their sales effort. We can be proud


    successfully. All outstanding salespersons have reached


    to be salespeople because it is upon our efforts that the


    the point where they no longer fear rejection.


    whole economy floats. There is no limit to where we can


    go in this profession if we are properly trained and


    Sales are usually based on friendship. People will not


    skilled in selling.


    buy from you until they are genuinely convinced that


    you are their friend and are acting in their best interest.


    In selling, the 80-20 rule, or the Pareto principle,


    There is a direct relationship between your level of self-


    prevails. According to the 80-20 rule, 80 percent of sales


    esteem and how well you get along with different


    are made by 20 percent of the salespeople. Once you get


    people. The best salespeople have a natural ability to


    into the top 20 percent, you don’t have to worry about


    make friends easily with perspective customers.


    money or employment again. Your job is to get into the


    top 20 percent and then into the top 4 percent. In the


    A key element in selling is enthusiasm. A sale is a


    top 4 percent, you become one of the highest paid


    transfer of your enthusiasm about the product or


    people in the world. The purpose of The Psychology of


    service into the mind and heart of the other person.


    Sellingis to show you how to achieve that goal.


    The reason so many people fail in sales is that they do


    The winning edge theory says that the difference


    not stay with it long enough to get those first few


    between top performers and average or mediocre


    winning experiences that raise their self-esteem and self-


    performers is not a great one. It is always just a small


    concept and set them off on a successful career in


    difference: Top performers just do certain things a


    selling. That’s why it’s so important that from the very


    certain way a little bit better each day. If you develop


    beginning you say to yourself that nothing is going to


    that winning edge, there’s no reason why you cannot


    stop you until you are successful.


    move rapidly into the top 4 percent.


    Selling is an inner game. That is, what is going on


    inside the mind of the salesperson makes all the


    difference in his success. We know there is a direct


    relationship between a salesperson’s self-concept and his


    sales performance and effectiveness. We feel


    uncomfortable if we don’t act in accordance with our


    self-concept. We will never earn much more or much


    less than our self-concept level of income. Our job is to


    raise this self-concept level of income.


    5 SELF-HELP


    1. List five aspects of selling that you enjoy:


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    _________________________________________________


    _________________________________________________


    2. List any areas of your self-concept that should


    be improved. How could you increase your self-


    esteem?


    _________________________________________________


    _________________________________________________


    _________________________________________________


    _________________________________________________


    _________________________________________________


    _________________________________________________


    _________________________________________________


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    6 TThhee PPssyycchhoollooggyy ooff SSeelllliinngg


    DDeevveellooppiinngg aa PPoowweerrffuull SSaalleess PPeerrssoonnaalliittyy


    SSeessssiioonn TTwwoo


    SELF-ASSESSMENT When you feel good about yourself, things seem to go


    smoothly. Visualization is the very best way to put


    1. Do I have high levels of self-confidence, self-


    yourself in a positive frame of mind. See yourself as the


    esteem, ambition and determination to succeed?


    best in your field. See yourself as the top money earner.


    2. Am I goal oriented, with a plan to attain my


    goals?


    Confidently expect to succeed every minute of every day.


    3. Do I understand the needs and care about the


    Professional salespeople are low-keyed, calm and


    well-being of my customers?


    relaxed, and they have absolute confidence.


    4. Am I willing to work hard, take responsibility for


    myself and pay the price for success? Read about your profession for 30 minutes a day. If you


    5. Do I believe strongly in my company and my will read for 30 minutes every morning, within six or 12


    product, and can I communicate my enthusiasm months you will have read 10 to 20 of the very best sales


    to others? books that have ever been written. Listen to


    6. Is it easy for me to make friends out of strangers? audiocassettes. Turn your car into a university on


    wheels. If you’re continually feeding your mind with


    SUMMARY cassettes and books about sales, motivation, inspiration,


    time management and personal development, you’re


    A powerful sales personality is more important than


    going to move ahead faster than anybody else in your


    product knowledge, selling skills or the product.


    profession.


    Superior salespeople have 10 characteristics. The first is


    a high level of self-confidence and self-esteem. Number


    After every call, ask yourself what you did right. Think


    two: The highperforming salesperson accepts full


    about how you would handle it differently next time. If


    responsibility for his results and looks upon himself as


    we review what we did right and then think about how


    self-employed. Number three: The top salesperson has


    we would do it better in the future, that is what we’ll do


    above average ambitions and desire to sell. Number four


    automatically when we go into the next sales situation.


    includes high levels of empathy and concern for


    customers. Number five: The successful salesperson is


    Resolve to pay the price to succeed. For everything we


    intensely goal oriented. Six: He has above average


    want in life, there is a price. Success comes only after


    willpower. Seven: He has determination and willing-


    you’ve paid the price, never before.


    ness to work hard. Eight: He believes in himself, his


    product and his company. The ninth characteristic is


    that the topselling salesperson is always absolutely


    honest with himself and with other people. Finally, the


    top salesperson has the ability to turn strangers into


    friends wherever he goes.


    How do we fulfill this psychological profile and become


    a successful salesperson? First, choose the right


    product. Some people are capable of selling tangible


    products, and some people are capable of selling


    intangible products. Next, you must believe absolutely


    in your product. Third, you must be able to transfer


    your enthusiasm to the mind of your customer.


    How do we become intensely goal oriented? Goals must


    be realistic and challenging. Define your goals in terms


    of the activities that you will have to engage in to


    achieve your desired income level. The activities include


    the number of calls, follow-ups, deliveries,


    presentations, etc. When you set a goal, you program it


    into the subconscious, which has the power to move


    you rapidly toward your goal. Also set personal and


    family goals. Make a detailed list of all the things you


    want to do that depend on being successful in selling.


    7 SELF-HELP


    The only way to become goal-oriented is to plan


    your working day and week carefully. Your goal


    must be realistic but challenging. They must be


    defined in terms of activities necessary to achieve


    those goals. Fill out the plan below as an aid to


    fulfilling your goals.


    1. Annual Income Goal $_____________


    2. Annual Sales Volume Required $_____________


    3. Monthly Income Goal $_____________


    4. Monthly Sales Volume Required $_____________


    5. Weekly Income Goal $_____________


    6. Weekly Sales Volume Required $_____________


    7. Daily Income Goal $_____________


    8. Daily Sales Volume Required $_____________


    9. Number of Calls Daily _____________


    8 The Psychology of Selling


    Why People Buy


    Session Three


    SELF-ASSESSMENT People naturally resist new things. Instead of presenting


    a product as something new, present it as an


    1. Do I understand the basic reasons why people


    improvement. Customers want the simple truth about a


    buy any product or service?


    product or service. They want honest information about


    2. Do I know how to uncover the basic needs of a


    how it can help them improve their lives and their


    prospective customer?


    businesses. They resent and resist high pressure.


    3. Do I know my product well enough to understand


    the needs it will satisfy?


    Quality is never the primary reason for buying anything.


    4. Do I understand that quality alone is not enough Quality is always based on logic, and people buy


    to motivate a customer to buy? emotionally. The issue of quality should arise only when


    5. As a closing technique, do I determine and focus you are comparing your product at a certain price with


    on the prospect’s one main reason for buying the another product at a certain price and there are very


    product? definite reasons why the person should be concerned


    about quality.


    SUMMARY


    It’s important to understand that people buy for their In the prospect’s mind, the caliber of the sales


    reasons, not ours. Every buying decision is an attempt presentation, the materials used in the presentation, and


    to be better off as a result of having made that decision. the appearance of the salesperson reflect the quality of


    The individual who’s making a buying decision has the product itself. Moreover, if a salesperson is well


    three choices: He can buy from you, from someone else, groomed and dressed and his presentation is


    or from no one. professional, the prospect assumes that the company is


    a high-quality company.


    All professional selling begins with need analysis. And


    you’re not in a position to sell until you understand As long as you are focusing all your attention on the


    what need of the prospect your product or service can customer and what he or she wants and needs, you’re


    satisfy and then structure your presentation so it selling professionally. In every sales conversation there


    satisfies that need. Your job is to get the person to the is a key benefit — the major benefit that would cause


    point where he is completely focused on how he will the person to buy the product. Also, there is a key issue


    gain by using your product, rather than how much he — the major objection that would hold the person back


    might lose by committing himself to it. from buying the product. In the sales interview, your job


    is to uncover the key benefit and then uncover the key


    All buying decisions are emotional. If we say we’re issue.


    going to do something for a logical reason, that means


    we have more emotion invested in that reason than any The hot button is considered by many to be the most


    other. Whenever a person says he would like to think powerful of all closes. The success of the hot-button


    about it, he is saying that you have not aroused his close depends upon the ability of the salesperson to


    desire to own or enjoy the benefits of your product. discover the most important reason for the customer


    buying the product, and then repeating it over and over.


    The basic rule of selling is that people do not buy Concentrate on selling that one main point.


    products; they buy benefits. And our job in the sales


    conversation is to find out what benefits this person


    would be willing to pay for. You uncover needs by


    questioning skillfully and listening carefully. If you let


    people talk for a time, they will tell you their basic need


    or concern with regard to your product.


    9 SELF-HELP


    1. Explain how you would conduct a needs analysis


    to connect the benefits of your product with a


    prospect’s need.


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    2. List several ways in which you can improve your


    personal appearance.


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    _________________________________________________


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    _________________________________________________


    _________________________________________________


    _________________________________________________


    _________________________________________________


    3. Write one question you would use during the hot-


    button close to uncover the prospect’s major


    reason for not buying your product.


    _________________________________________________


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    _________________________________________________


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    10


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