The Psychology of Selling

30 Pages · 2003 · 434 KB · English

  • The Psychology of Selling


    Psychology of



    Art of Closing


    Brian Tracy The

    Psychology of



    Art of Closing


    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


    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.


    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.


    1. List five aspects of selling that you enjoy:











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

    be improved. How could you increase your self-










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    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


    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.


    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.


    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.


    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.


    1. Explain how you would conduct a needs analysis

    to connect the benefits of your product with a

    prospect’s need.









    2. List several ways in which you can improve your

    personal appearance.








    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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