Who is the author of The Psychology of Selling?

Brian Tracy is the author of The Psychology of Selling.

Psychology

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The Psychology of Selling summary

Name: The Psychology of Selling
Rating: 4.2 (440 reviews)
Author: Brian Tracy

Brian Tracy

Increase your sales faster and easier than you ever thought possible

4.2 (440 ratings)

11 mins

Brief summary

"The Psychology of Selling" by Brian Tracy is a comprehensive guide that teaches readers how to sell effectively. Using psychological insights and practical tips, Tracy explains how to build trust, overcome objections, and close deals.

Topics

Sales

Table of Contents

The Psychology of Selling
Summary of 6 key ideas

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Key idea 1 of 6

What’s in it for me? Use little brain hacks to get ahead in sales.

Sales: either you’re a natural or you can’t do it at all. And that’s all there is to it, right? Some people are just born with total confidence, perfect communication skills and the uncanny ability to convince others to buy what they’re selling. The rest of us just aren’t.

But is this true? Of course it’s not.

Anyone can be a good salesperson. You just need to learn how. These blinks, based on the thinking of one of the most successful sales gurus in the world, give you a brief overview of the skills every sales professional needs to know. If you want to outstrip your competitors at work and increase your commissions, then check out these blinks.

In these blinks, you’ll find out

why the subconscious can be your best sales weapon;
why a good salesperson is a lifelong learner; and
why you won’t get much from a fearful prospect.

Motivate your subconscious for successful sales.

What’s on your to-do list right now? Probably a few mundane errands, like taking out the garbage or remembering to grab toilet paper on the way home. But did you know that the list isn’t just a household fixture, but a great tool for salespeople, too?

To-do lists are a surefire way to harness the power of your subconscious and achieve your aims. The subconscious plays an important role in the job of a salesperson anyway – just think of how intuitive reactions to facial expressions and body language allow a salesperson to keep a prospect engaged. By writing stuff down in a simple list, you give your subconscious a framework to work with.

Start by writing a list not of your goals as a salesperson but of the reasons why you want to achieve these goals. The longer the list is, the more motivated you’ll be. Why? Well, each reason is a piece of ammunition for your subconscious mind.

Take, for example, a sales manager with just two reasons for achieving his sales goals: saving for a new car and taking a road trip through the mountains. Meanwhile, another sales manager can name dozens of reasons, from renovating parts of his house, to getting a dog for his kids, to taking a family holiday through China, and more. While the first salesperson will find himself easily discouraged, the second will be unstoppable.

These motivational lists are just one element of a salesperson’s toolbox, just one of the techniques he uses to get his subconscious working for him. In the next blink, we’ll look at another technique: self-esteem.

Boost your self-esteem to improve your sales performance.

Here’s something for you to try tomorrow morning: look in the mirror and tell yourself that you’re the best sales manager in the country. Yes, this is totally cheesy. But doing it – even though you’d be embarrassed if anyone saw you – is worth the benefits it brings.

Every statement you tell yourself gives your subconscious mind a mental picture, which it will then try to make real. It’s easy enough to see how this could work against you. Have you ever told yourself you’re an idiot for messing up, and then found yourself making the very same mistake again and again?

Surround yourself with people that share your passion and drive.

Believe it or not, the learning process doesn’t end when you graduate from college. We all begin our lives with a limited amount of practical knowledge, so it’s our job to teach ourselves as much as possible. Those who fail to do so will quickly fall behind!

So, set yourself the goal of learning one new thing every day, even if it’s just something you heard on the radio. Then put this new piece of knowledge to use as soon as you can. By learning new things within the area of your specialty each day, you’ll be one step closer to achieving excellence.

Ask questions to uncover your prospect’s needs and tailor your pitch accordingly.

Say you’d like to buy a product. Yet, when you go and ask a salesperson some questions about it, they seem to be more interested in talking about everything they know about the product, rather than how the product would benefit you, the customer. Would you buy it? Probably not.

Customers won’t be interested in the product’s history or any of its special features until they know what’s in it for them. Great salespeople know that customers will buy if you can demonstrate to them why they personally need the product.

People buy products in search of social recognition.

Consumption is what happens when someone goes out and buys something, right? And usually, consumers pick the cheapest product, or at least the one that gives the biggest bang for their buck. Well, actually, it’s not that simple.

In order to gain recognition – for our status, influence, power, personality or some recent transformation – we go out and buy products. Many people are more concerned with how a product will communicate their social status than with its monetary value.

Gain the trust of customers by showing them that you care about their needs.

Know that feeling right before a making big purchase, when you start to get cold feet? We all feel hesitant from time to time when making decisions with our money. But why?

Because when we buy, we give a quantified amount of our freedom and financial security away. We trade financial safety, in other words, for a product we desire. If you want your prospect to still buy in spite of this, there’s another aspect of the buying experience you need to bring to the fore – emotional anticipation.

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What is The Psychology of Selling about?

The Psychology of Selling (2004) will school you in the psychology of consumption. These blinks reveal the techniques used by outstanding salespeople – techniques that you can use to increase your sales performance in any market.

The Psychology of Selling Review

The Psychology of Selling (2004) is a must-read for anyone looking to excel in the field of sales. Here's why this book stands out:

With its practical strategies and techniques, it provides readers with actionable advice to boost their sales performance.
By sharing real-life examples and success stories, Brian Tracy demonstrates the effectiveness of his methods, making the book relatable and engaging.
The book explores the psychological aspects of selling, helping readers understand the motivations and behaviors of their customers to close deals more effectively.

Best quote from The Psychology of Selling

Only about 3 percent of adults have written goals. And these are the most successful and highest-paid people in every field.

—Brian Tracy

Who should read The Psychology of Selling?

Salespeople
Anyone struggling to maintain a positive self-image
People who want to improve their negotiating abilities

About the Author

Brian Tracy, a Canadian-born US author, has written many best-selling nonfiction books, including Focal Points, Goals, Create Your Own Future and Million Dollar Habits. He is also a professional speaker and sales trainer.

Categories with The Psychology of Selling

Psychology Marketing & Sales

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