Sales people are often seen as the greasy cousin of the business family. The Psychology of Selling rehabilitates that image.
It’s a consumer age and opposite every buyer is a seller. Now, maybe my archetype is out of date, but when I hear “salesman” I think of a guy on the road, eating in diners, and pushing towards his next quota. On this model, most of us wouldn’t call ourselves sales people. But in reality, if you’re in the private sector, you have customers. And you sell to them. This is where the venerable The Psychology of Selling comes in handy (I say venerable because some of its scripts are a bit hackneyed and its examples out of date – Hewlett Packard?). However, it’s an oldie but a goodie that explains what goes on in customers’ minds.
The Psychology of Selling grew out of a phenomenally successful audio course that broke down the buying process and packaged it for sellers. It starts with setting sales goals, explaining why people buy, leveraging contacts and the power of suggestion, and closing the sale. Brian Tracy explains that there are no tricks or dark arts to selling. It’s simply about understanding what your…