The Psychology Of Selling – 10 Keys To Success In Selling

The Psychology of Selling by Brian Tracy, the international bestselling author, is filled with great tips and advice for all sales professionals to become better at what they do. In his book, Brian talks about the typical personality of a successful salesperson, how to approach a prospect, different methods of closing a sale, how to handle objections in a sale, and much more. For those of you who don’t have the time to read the whole book, we’ve picked out our favourite pieces of sales advice for you below.

To help you to continue improving and developing your sales roles, here are Brian Tracy’s 10 keys to success in selling:

1. Learn to love your work, and commit yourself to becoming outstanding in your field. You can never really like yourself and accept yourself as a worthwhile person until you have become good at what you do.

Here, Brian highlights the importance of believing in what you do. If you don’t love your work, you’re less likely to feel fulfilled or motivated to improve your abilities. To be successful in sales, you have to be committed to your role and have a genuine enthusiasm for it.


2. Decide exactly what it is you want in life. Set it as a goal, and decide the price you will have to pay to get it. Nothing worthwhile ever comes without sacrifice.

Although this advice may come across as harsh, it rings true. To be successful, you will have to be prepared to sacrifice your free time (at the very least) in order to achieve your goals. Having a clear goal in your mind helps you to maintain the focus you need.

3. Back every goal and plan with persistent determination and willpower. Resilience — the willingness to bounce back — and flexibility are key characteristics of successful people.

It’s easy to make goals and plans, but the difficult part comes in maintaining the moitvation and determination to continue. All success journeys are riddled with obstacles and failures. What separates the succesful from the unsuccessful is the ability to pick oneself up and try again.


4. Commit yourself to lifelong learning. Read, listen to CDs, attend seminars and take courses. The most valuable asset you will ever have is your mind — invest in it continually.

As we mentioned in our previous blog post, 6 Most Common Traits Of Unsuccessful People, to be successful you must be always learning. Your brain is remarkable. It can hold more information that we can even fathom, so why waste that potential? In an ever-changing world, there’s no shortage of material you can be learning. Whether it’s directly linked to your industry or profession, or whether it’s a different interest, continuous learning will make you more successful.


5. Use your time wisely. Make sure that you are not wasting a minute and are always spending your time in valuable ways.

Your time is your greatest asset, and that’s why Brian highlights the important of using your time wisely. The most successful people in the world have the exact same 24 hours in a day that you do. If you want to reach your goals, you have to make the most of those hours.


6. Follow the leaders. Determine the people who are the best in your field, and decide to be like them. If you associate with people who are not success oriented, that alone can prevent your success.

Thought leaders and industry professionals are in their position for a reason. The advice and experiences that they share can help you to avoid making the same mistakes they did. Learn from them. And don’t forget the age-old saying: “Show me your friends and I’ll tell you who you are.” The same principle behind that saying applies to this day. By associating with people who are on the same path as you, you avoid becoming distracted or losing your focus.


7. Guard your integrity. By integrity, we mean not only being honest with others, but also being true to yourself and your goals.

Integrity is one of the most valuable qualities a person can have, because it shows strength of character. That strong personaltiy is exactly what you need to be successful in sales.


8. Use your inborn creativity. Each person has enormous reserves of creativity deep inside him, which can be used if he stirs them up and practices every day. Always look for newer, better, faster, easier ways to do things.

Many people tell themselves, “I’m just not very creative.” However, the truth is that creativity is a skill just like any other. If you want to be more creative, you have to train yourself to become better. By telling yourself that you can’t do it, you create limits for yourself. Brian suggests different tasks that can help you to become more creative, for example:

Take your key problem and write it, at the top of a sheet of paper, in the form of a question. For example: How could I double my sales this year? Or: How can I increase my ratio of closes to calls? Then write out 20 answers to the question. If you do this for two or three days, you will have so many ideas and so many new ways to develop more business that you will not have enough time in the day to do it all


9. Treat every prospect like a million-dollar customer – as though he were the most important person in the world. Conduct your life as though everyone were going to do exactly what you do.

Every prospect has the potential to change your business’ overall success. You can never know the extent of any prospect’s contacts, network or influence. By treating every prospect with a certain level of respect and attention, you offer exceptional customer service AND keep the door open for any unexpected opportunities.


10. Work hard and you will succeed. If you hold back, you will never attain the heights of success that you are capable of reaching.

When it comes down to it, you have to put in time and effort if you want to see results. But it’s not just about hard work. It’s important to direct that hard work into the right channels. Remember – successful people are those who work hard in the right way at the right time.


Did you find this advice useful? Let us know your thoughts and comments in the comments below.


Brian Tracy is a Canadian-born American motivational public speaker and self-development author. He is the author of over 70 books that have been translated into dozens of languages. His popular books are Earn What You’re Really Worth, Eat That Frog!, and The Psychology of Achievement.

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