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The Psychology of Selling
Book

The Psychology of Selling

Increase Your Sales Faster and Easier Than You Ever Thought Possible

Brian Tracy
Thomas Nelson, 2005
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Recommendation

Selling is a frustrating profession. Unfortunately, your self-esteem bears the brunt of the unavoidable rejection that comes with the sales process. Popular sales trainer and author Brian Tracy examines some of the basic psychology behind the buying and selling process. He explains how your self-concept affects your sales performance and offers advice on boosting your self-image. He analyzes the reasons why people buy, going beyond the adage, "People decide emotionally and then justify logically," into the many emotions involved in making a purchasing decision. Tracy offers several viable tips and techniques to apply to every facet of the sales cycle. The book is often repetitive, but perhaps the fundamentals bear repeating. The seasoned sales professional will find some helpful details amid the familiar overall strategy. getAbstract particularly finds that this easy-to-read book provides a clear, thorough introduction for someone just beginning his or her sales career.

Summary

Why Sell?

Why should you become a salesperson? The sales profession can provide a high income and lifetime job security. Once you learn how to sell, you can sell anything. Salespeople often earn more than many other professionals including doctors, lawyers and architects. And in sales, the sky is the limit when it comes to income.

The "80/20 Rule"

When you apply the Pareto principle (also called the 80/20 rule) to sales, it turns out that, "The top 20% of salespeople make 80% of the money, and the bottom 80% only makes 20% of the money." To become a member of the top 20%, you need to become only slightly better than your internal or external competition. A small improvement in your sales technique can result in a huge increase in your revenue. The best news is that the skills necessary to become a better salesperson are not hard to learn. Those skills include:

  • Identifying the needs of a potential client.
  • Qualifying prospects more accurately by asking the right questions.
  • Making stronger sales presentations.
  • Responding more persuasively to objections and concerns.
  • Using different methods for closing sales.
  • ...

About the Author

Brian Tracy is a sales trainer and speaker who has worked with more than 500 corporations. He is the author of many books, including Focal Point, Goals! and Create Your Own Future. He produces audio and video programs on sales, management and leadership.

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