The

Psychology of

Selling
The
Art of Closing
Sales
Brian Tracy
The
Psychology of

Selling
The
Art of Closing
Sales
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

you can, or choose to, adopt as routine ways of thinking

After hearing a session, refer to the corresponding
and acting. You’ll be wise to listen to each audio session
section of this guide. Here you’ll find a useful summary of
several times. Don’t expect to get full value from these
the main points discussed and suggestions for putting the
sessions if you hear them only once. Even the most
ideas to work in your life.
intelligent, thoughtful listener needs to hear sessions

such as these several times to be able to pick up, think

Act on Your Ideas
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

professional.
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-

1. Am I proud of my profession? concept. Some of us are uneasy about picking up the
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.
uncomfortable?
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.

There are two major obstacles in selling. The first

SUMMAR Y 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 not
The winning edge theory says that the difference 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 stop
that winning edge, there’s no reason why you cannot
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.

5
SELF-HELP
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-
esteem?
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

6
The Psychology of Selling
Developing a Powerful Sales Personality
Session Two
SELF-ASSESSMENT When you feel good about yourself, things seem to go
1. Do I have high levels of self-confidence, self- smoothly. Visualization is the very best way to put
esteem, ambition and determination to succeed? yourself in a positive frame of mind. See yourself as the
best in your field. See yourself as the top money earner.
2. Am I goal oriented, with a plan to attain my
goals? 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
cassettes and books about sales, motivation, inspiration,
SUMMARY 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. profession.
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 we
responsibility for his results and looks upon himself as review what we did right and then think about how we
self-employed. Number three: The top salesperson has 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.

7
SELF-HELP
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

1. Do I understand the basic reasons why people a product as something new, present it as an

buy any product or service? improvement. Customers want the simple truth about a

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.
SUMMARY In the prospect’s mind, the caliber of the sales

It’s important to understand that people buy for their presentation, the materials used in the presentation, and

reasons, not ours. Every buying decision is an attempt the appearance of the salesperson reflect the quality of

to be better off as a result of having made that decision. the product itself. Moreover, if a salesperson is well

The individual who’s making a buying decision has groomed and dressed and his presentation is
three choices: He can buy from you, from someone else, professional, the prospect assumes that the company is
or from no one. a high-quality company.

All professional selling begins with need analysis. And As long as you are focusing all your attention on the

you’re not in a position to sell until you understand customer and what he or she wants and needs, you’re

what need of the prospect your product or service can selling professionally. In every sales conversation there
satisfy and then structure your presentation so it is a key benefit — the major benefit that would cause
satisfies that need. Your job is to get the person to the the person to buy the product. Also, there is a key issue

point where he is completely focused on how he will gain — the major objection that would hold the person back

by using your product, rather than how much he might from buying the product. In the sales interview, your job

lose by committing himself to it. is to uncover the key benefit and then uncover the key

issue.
All buying decisions are emotional. If we say we’re
going to do something for a logical reason, that means we The hot button is considered by many to be the most

have more emotion invested in that reason than any powerful of all closes. The success of the hot-button
other. Whenever a person says he would like to think close depends upon the ability of the salesperson to

about it, he is saying that you have not aroused his desire discover the most important reason for the customer

to own or enjoy the benefits of your product. buying the product, and then repeating it over and over.

Concentrate on selling that one main point.

The basic rule of selling is that people do not buy
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.

9
 SELF-HELP
1. Explain how you would conduct a needs analysis
to connect the benefits of your product with a
prospect’s need.
_________________________________________________
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_________________________________________________
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_________________________________________________
_________________________________________________
_________________________________________________

2. List several ways in which you can improve your

personal appearance.
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_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

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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10
The Psychology of Selling
Creative Selling
Session Four
SELF-ASSESSMENT Many people will not buy anything until they have a

1. Do I use my creativity to find prospects and to recommendation from somebody they respect. That’s

devise more effective selling skills? why testimonial letters are so valuable. A testimonial is

worth an hour of your trying to convince the customer

2. Have I identified my best prospective customers how good the product is.
and concentrated my efforts on them?
3. Do I know my competition and the benefits their The 20-idea method is a creative way to double your

products offer? income. Take your key problem and write it, at the top

4. What advantage do I have over my competition? of a sheet of paper, in the form of a question. For

5. Who are my noncustomers, who are not even in example: How could I double my sales this year? Or:

the market? Why don’t they buy? How can I increase my ratio of closes to calls? Then

6. Have I used testimonial letters from satisfied write out 20 answers to the question. If you do this for

customers as a selling tool? 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. If you use

SUMMARY this method, you will become one of the most creative

All top salespeople are creative. That creativity is a matter salespeople and, by extension, one of the most highly

of self-concept. Many of us think that we’re not paid salespeople in your profession.
particularly creative. If we believe that we’re not
creative, we won’t be. If we believe we are, we will
continually come up with creative solutions. Creativity
is stimulated by focused questions, by pressing
problems, and by deeply desired goals.

Creative selling begins with thorough knowledge of your

product or service. The better you know your product or
service, the more thoroughly you master the detail of it,
the more creative you are in selling it.

The successful salesperson identifies his best possible

customer market and then concentrates on it single-
mindedly. One of the biggest mistakes salespeople make
is looking upon everybody as a prospect of equal value,
when in some cases one prospect may be worth a
hundred times the value of another. It’s vital that we
identify our best prospects. Ask yourself questions such
as the following: Who exactly is my customer? Who
buys my product or service right now? Who might be
buying it in the future? Who bought it in the past? Why
does he buy? Where do I have an advantage over my
competitors? What do I have to offer that nobody else
has? Your key job is to identify that unique selling feature,
that competitive advantage that sets you head and
shoulders above anybody else, and build your sales
presentation around that.

Who are your noncustomers? They are people who don’t

buy from you or from your competition — the ones who
are not in the market at all. The people who are not buying
your product or anybody else’s are the greatest single
source of new customers.

11
 SELF-HELP
1. What are the five most attractive features of your
product? List then in order of importance.
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_________________________________________________

2. What needs of your prospective customers do

these product features satisfy? What benefits do
they offer?
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_________________________________________________
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_________________________________________________

3. List five reasons why your customer should

purchase the product or service from your
company.
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12
The Psychology of Selling
Approaching the Prospect
Session Five

SELF-ASSESSMENT Immediately prior to the sales call, pause before you go

1. Do I carefully plan my approach to a prospect to in and get a clear mental picture of yourself relaxed,

get his complete attention quickly? calm, positive, smiling and in complete control of the

interview.
2. Am I careful to qualify the buyer I’m talking to by
making sure he is the right person to make a Never make your presentation standing up. If you do,

buying decision about my product? you run the risk of devaluing your product. Nobody

3. Do I have difficulty getting appointments on the considers a product of any value if you’re willing to sell

telephone? it standing up, unless you’re selling in a showroom.

4. Do my attitude and appearance create an air of
calmness and confidence? The suggested influence of a calm, confident, relaxed

5. Am I always neat and well groomed when I meet salesperson is very powerful. The most professional

with a customer? salespeople have a soothing effect on us. They exude

6. Do I use body language in a manner that will in- confidence in themselves and in their product.
cr ease customer confidence in me and my prod u c t ? Therefore, we feel confident about listening to them.

Three powerful suggested influences are your

SUMMARY appearance, your voice and your attitude. If your

Your first contact with the prospect will begin the appearance is professional and your voice is loud and

process that will or will not conclude with a sale.

clear, as opposed to low or shy or retiring, and your

Therefore, every word of your approach, or attitude is calm and positive, you are creating a selling

introduction, must be planned in advance. Your atmosphere.

approach must break the preoccupation of the prospect.

Unless you break that preoccupation, you never get to

Your product should always be presented in the best

first base in making a presentation. You have only 30

possible light. People are influenced by the suggested

seconds at the beginning of the approach to get the

impact of a product that is clean, neat, efficient and

person’s complete attention. So your opening question

attractive. Your surroundings, especially when
has to be planned word for word, memorized and
customers come into your office, should be neat and

practiced over and over. clean and convey success and prosperity.

Before the prospect will relax and listen to you, he Body language is important because 80 to 90 percent of

wants to be sure of five things. He wants to be sure that

all our communication is nonverbal. Always stand and

you have something important to communicate, that

sit erect. Never fold your arms when you’re talking to

you’re talking to the right buyer, that your visit will be

people because it means you’re closing them out.

short, that he will be placed under no obligation and Crossed legs (over the knee) means you’re holding back

that you will not use high pressure. information. Your best position is leaning slightly

forward. Attentively watch the prospect, listening

When making appointments by telephone, there are

carefully to what he is saying, and nod and smile.
several factors to keep in mind. Ask a well-structured,

imaginative question related to the benefits of your

Always try to minimize the noise and interruptions in

product. Be polite, respectful and firm – but don’t argue.

the selling environment.
Assure the prospect that you will not use high-pressure

tactics – keep repeating that he will be the judge of your

Always be extremely polite and courteous. Be
product’s value to him. Refuse to discuss your considerate with prospects and spouses, partners,

proposition over the telephone or to mail information.

employees and receptionists. One of the basic rules of

Offer to drop the information off at his office. Nail selling is to treat everybody like a million-dollar
down a date and time for an appointment by being
prospect or client, and you’ll never go wrong.
aggressive and insistent but polite. Smile into the phone

and relax. Thank the prospect for his time, and repeat

the date and time of the appointment.

13
 SELF-HELP
1. Write three questions you ask to get the
prospect’s attention for your product.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. List five factors that must be apparent to a

prospect before he will listen to your
presentation.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. List several ways in which you could improve

your voice, appearance and attitude to create a
better selling environment.
_________________________________________________
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_________________________________________________
_________________________________________________
_________________________________________________
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14
The Psychology of Selling
The Sales Process
Session Six
SELF-ASSESSMENT The first thing we do when we phone customers or see
1. Do I use different presentations for each buyer them in person is ask them an opening question. The
personality type? answer to that tells us at the beginning whether or not
they’re in the market for our product. The purpose of
2. What is my dominant personality style? the presentation is to further qualify the prospect and to
3. Do I talk to customers in terms of their interests discover the key reasons why he might buy.
and needs or mine?

4. Is my presentation carefully planned in a step-by- The planned presentation is 20 times more powerful
step, logical sequence? than the random presentation. All top money earners
5. During my presentation, do I keep my prospect use a planned presentation. After your opening
involved so he stays attentive? question, you go through a logical, step-by-step process
6. Am I using enough visual aids during my to show the prospect what your product does and what it
presentation? can do for him.

Among the most important selling skills are good listening

SUMMARY skills. There are five keys to effective listening: (1) Face
The approach close is a strong close you can use to the prospect, lean forward and listen attentively without
avoid the prospect saying he’ll think it over and assure a interruption. (2) Pause before replying or continuing, and
decision after you’ve made your presentation. You then answer thoughtfully. (3) Question for clarification —
deflate buyer resistance by saying, “I’m not going to try to say, “How do you mean?” (4) Relax, take it easy, stay
sell you anything right now. All I want to do is show you calm, and focus your attention on how you can help this
some of the reasons why so many others have prospect get something he or she
bought this product. All I ask is that you look at what I needs. (5) Use close-ended questions to help the
have to show you openly and honestly and determine prospect give a firm answer.
whether or not it applies to your situation. And tell me
at the end of this presentation whether or not, yes or no, Begin trial closing early in the presentation. A trial-close
this is applicable to you.” question you can ask is, “Did this make sense to you?” or,

“Is this what you had in mind?” In the power-of-
The second close you can use in the approach is the suggestion close, you use vivid, emotional, imaginative
demonstration close. This close starts with a strong images to influence the buying decision. Create vivid,
question aimed at the chief result or benefit that the colorful pictures, as though the person were already using
customer or prospect would enjoy, should he buy your the product.
product.

There are several buyer personality types. The first of

these is the apathetictype — the negative, cynical
person who’s never going to buy anything. On the other
end of the scale are the self-actualizingbuyers, who
know exactly what they want and exactly what they’re
willing to pay, and if you have it, they’ll take it right
now.Analyticalbuyers care only about the details. They
want to know about every single nut and bolt. The primary
concern of emotional, relationship-oriented buyers is
other people’s responses to the product. The
entrepreneurial, practical, task-focusedbuyer is very
direct and wants practical results. You must determine
what type of person you’re talking to and then structure
your presentation and your answers to satisfy his needs.

15
 SELF-HELP
1. List some of your customers who fall into each of
the buying personality types: apathetic, self-
actualizing, analytical, emotional, and practical.
_________________________________________________
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_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. List three ways in which you could improve your

listening skills.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. Write two open-ended and two close-ended

questions you could ask a prospect about his
needs in relationship to your product.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

16
The Psychology of Selling
The Psychology of Closing
Session Seven
SELF-ASSESSMENT There are several reasons why closing may be difficult.

1. Do I recognize and take advantage of signals that First of all, there is the salesperson’s natural fear of

indicate the prospect is ready to buy? rejection. Another obstacle is the fear of failure on the

part of the customer, including fear of purchasing the

2. Do I plan detailed, word-for-word closings in wrong article or paying too much.

advance of my sales presentation?
3. Do I understand how emotional and stressful a Never tell the prospect he is wrong or argue with him.

buying decision can be? Don’t express your opinions to a prospect on subjects of

4. Do I argue with prospects and tell them why they a personal nature, religion, politics, labor unions,
are wrong? health, family and so on. Don’t ever knock the

5. Do I make promises about the product that I competition. Don’t ever make promises you can’t keep,

cannot keep or oversell by saying it will do and don’t ever engage in overselling, or saying that the

something it will not do? product can do something it cannot do.

6. Do I express my opinions about religion or
politics or discuss personal problems with Negative prejudgment — deciding in advance that the

customers? person is not going to buy — saps your enthusiasm.

Nothing will kill a sale faster than lack of enthusiasm.

SUMMAR Y Very often we find that we and our customers get onto

Closing is the most painful part of a sales presentation.

different wavelengths. Instead of losing the customer for

Closing is the part that we, as salespeople, hate, and it is

your company, have somebody else in your company
also the part that the customer hates. We have an
call on him.
obligation to our client to go smoothly through the
close, so it is as painless as possible.

Plan your close in detail, and then build your sales

presentation on top of it. There are several major

requirements for closing. You must be positive,

enthusiastic, and eager to close the sale. The customer’s

requirements must be clear to you. The customer must

understand what you are offering and must understand

the value of what you are offering to him. The customer

must believe you and your company. He must trust you,

and there must be a degree of rapport and friendship.

The customer must desire to enjoy the advantage of the

offer. The only pressure that you use in a professional

selling presentation is the pressure of silence after the

closing question.

We must recognize common buying signals. The

customer may begin talking faster or brighten up or ask

about price or delivery. Any change in attitude, posture,

voice or behavior could indicate that a buying decision

is near. Ask a closing question whenever you see the

person beginning to change demeanor.

17
 SELF-HELP
1. List any aspects of closing that may be difficult
for you, and explain how you might overcome the
problem.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. Explain how you overcome your fear of rejection.

_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. Explain how you overcame a customer’s fear of

failure in three recent sales presentations.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

18
The Psychology of Selling
When Objections Get in the Way
Session Eight
SELF-ASSESSMENT There are several types of objections. For unspoken

1. Do I understand the difference between a buying objections, let the customer talk more. Sometimes

objection and a condition that makes it people have excuses — these are best put off until later.

impossible for the prospect to buy? When you get malicious objections, pretend you didn’t

hear them. Whenever a person requests information,

2. Do I listen to objections respectfully and ask for welcome the objection, compliment him on it, thank

elaboration? him for it, and answer it completely. Subjective

3. Do I provide proof of my answers to customers’ objections arise when you’re talking too much about

objections? yourself or your company.

4. Do I talk too much about myself or my company?
5. Have I been successful in knowing when and how You can use the just-suppose close when the person is

to use the sharp-angle, or porcupine, close? trying to make up his mind and says, “I don’t know if I

6. Do I know how and when to use the instant- should or not.” You say, “What would it take to satisfy

reverse and the change-places closes? you? Just suppose that’s no problem; just suppose we

could deal with that to your satisfaction.” This gets you

down to the real objection.

SUMMARY
There are no sales without objections. The best way to
You have to keep asking questions against objections,

respond to objections is to take every objection and

and you have to keep getting objections out to get the

interpret it as a question requesting more information.

hidden reasons that lie behind buyer resistance.
For example, if a person says, “I can’t afford it,”
interpret it as a question that says, “Please show me
how I can afford this.”

In every business, we have what is called the law of six.

The law of six simply says that there are basically six

objections to buying your product or service. For us to

sell effectively, we have to determine the six major

objections to buying our product and the logical answer

to each of them.

There are several ways to handle objections

professionally. Determine whether or not it is a
condition — a specific reason why the person absolutely

cannot go ahead. Hear the question out, pause before

replying, and then answer it carefully and respectfully.

Ask for elaboration — rather than assuming that you

understand what the objection is, say, “How do you

mean that exactly?” Compliment the person on the

objection, and treat his objection as important and

valid. Use the feel, felt, found method, which expresses

empathy, acknowledges validity and answers the

objection: “I understand exactly how you feel. Many of

our happiest clients felt the same way at one time. But

this is what they found.” It’s easy to answer any

objection. Provide evidence or proof, such as
testimonial letters. Never argue with a person or tell
him that he’s wrong.

19
 SELF-HELP
1. List the six objections to buying your product
that you frequently encounter.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. What is your answer to each of the objections you

listed above?
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. List three recent occasions when you used the

just-suppose or assumption close.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

20
The Psychology of Selling
Winning Closing Techniques – I
Session Nine
SELF-ASSESSMENT The following suggestions will help you handle price ob-

1. Do I understand the difference between jections: Don’t mention price until the customer asks the

willingness to pay and ability to pay? price. Always concentrate on the value he receives, not

on the money you receive. Always justify the price with

2. What is the customer really saying when he says sound reasons. Never discuss price without mentioning

the price is too high? value and benefits at the same time. Compare the price

3. Do I argue with the prospect about the price of to more expensive articles. Stretch the price over the life

my product? of the product.

4. Have I carefully planned the point in my sales
presentation at which I will mention price? There are methods for handling other types of price and

5. Do I always mention value and benefits when money objections. When a prospect says he can’t afford

discussing price? it right now because business is bad, that is rarely true.

6. Do I know how to close with a customer who You just haven’t given him enough reasons to buy. What

if he says he is too short of cash right now? You say,

keeps procrastinating?
“What if we could give you terms?” If a prospect says

that budget limitations won’t allow the purchase, offer

SUMMARY billing delayed to the next budget period. When a

The ascending, or part-by-part, close involves a series of customer says he didn’t expect it would cost that much,

questions, each one leading into the other, with each tell him there are very good reasons for that price and

one requiring a “yes” answer. The questions start from the keep talking about the advantages and benefits of your

most general and then go down to the most specific. Each product.
one more narrowly qualifies the prospect as being
interested in and capable of buying. If you can ask six With a customer who is procrastinating on the buying
“yes” questions at the beginning of your presentation, decision, the end-of-the-trail close, or the sudden-death

it’s hard thereafter for the person to say no. Virtually all close, can be useful. Take the filled-out sales contract
life insurance, professional products, educational and tell him either this is a good idea and he ought to
products, mutual funds, stockbroking services and go ahead with it, or it’s not a good idea and he ought to

banking services are sold by the ascending-close forget it. In 60 percent of cases, the person will sign.
presentation.

The invitational close is very important. At the end of a

sales presentation, you should issue a direct or an indirect
invitation to buy. One of the most powerful is “Why don’t
you give us a try.”

Nobody can ever afford the price the first time it is

mentioned. The reason for this is the law of the
excluded alternative: Because we have a limited amount
of money, whenever we buy anything, it eliminates all
the other things we could buy with that money.
Willingness to pay and ability to pay are two different
things. The way you increase the willingness to pay is by
increasing buying desire. Whenever you can avoid it, don’t
talk about price; always talk about benefits. Price
resistance is simply the prospect telling you that you
haven’t given him enough evidence that the benefits will
outweigh the price.

21
 SELF-HELP
1. List six “yes” questions you ask when using your
ascending close.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. Give five reasons why your product is worth the

price.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. Give examples of three techniques you use to

handle price and money objections.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

22
The Psychology of Selling
Winning Closing Techniques – II
Session Ten
SELF-ASSESSMENT Another close is the order-sheet close. When the
1. Do I understand how and when to use the prospect comes in or when you begin talking with the

alternative and secondary closes? prospect for the first time, take out an order sheet or a

sales contract, or whatever form you use, and start

2. Do I understand how and when to use the take- filling it out. A variation is simply to take out the
away and puppy-dog closes? contract or the order blank at the end of the discussion

3. Why is the Ben Franklin close so effective? and begin filling it out.
4. Under what circumstances would I use the order-
sheet close? The relevant-story close is powerful because people like

S. Do I understand how and when to use the walk- stories. In this close, you simply tell a story about a

way close? happy client who was as hesitant as the prospect but

6. Do I ask for referrals after a sale and use them to followed your advice, bought the product and was very

call on new prospects? pleased with it.

When you use the walk-away close, you assure the

SUMMAR Y prospect that you have been selling this item to repeat

Following are some of the simplest, most popular and

customers for years, and that most of them had shopped

most powerful closing techniques that have ever been

around before they bought from you. The today-only

developed. close requires that you create a reason to give the

customer a special deal that is a now-or-never

The secondary close involves closing on a minor point proposition, or good today only. When the prospect is

in the sales presentation, acceptance of which denotes

determined to shop around, use the go-ahead close; tell

acceptance of the entire offer. For example, the person him to go ahead but you know he will come back to you

is looking at a refrigerator and you say, “Will you want

for the best deal.
this in blue or green?”
The lost-sale, or doorknob, close is used when the

The assumption close assumes the sale has been made.

customer has refused to buy. As you get up to leave, ask

The person hasn’t said yes or no and you say, “Would the real reason he didn’t buy. When he gives that reason,

you like us to deliver this to your home this afternoon, go back in and try to close again.
or will tomorrow be all right?” The take-away close is

also very powerful. When the person is hesitating, you

Every buyer or nonbuyer is a source of referrals. A

halt the presentation and say, “Oh, just a minutes Before

referral is worth 10 to 15 times a cold call. After the
we go any further, let’s make sure we can get this model
sale, you should take the referrals and immediately call

for you.” on the new prospects. If you develop a system for

obtaining and following up on referrals, you can greatly

The summary close is excellent when you make a increase the quality of your sales calls.
detailed list of all the benefits the customer will enjoy

from the product, then rank them in order of

importance and plan your presentation to introduce
them in order. Watch for the one or two benefits that

seem to be of greatest interest, and repeat them over

and over.

The puppy-dog close sells billions of dollars worth of

products. It involves letting the prospect touch, taste,

feel, hold or try out the product or service. Use this
close if you have a product that a person can test-drive,

for example, or take home.

The Ben Franklin close is considered by many to be the

best close of all. Take out a sheet of paper, and draw a

line down the center. On one side, you write reasons in

favor of going ahead with the decision. On the other

side, the customer writes reasons opposed.

23
 SELF-HELP
1. List five minor points in your presentation that
you could use in a secondary close for your
product.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. List three recent occasions when you have used

the walk-away close.
_________________________________________________
_________________________________________________
_________________________________________________

3. Write two stories about your product that you

have used in a relevant-story close.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

24
The Psychology of Selling
Managing Your Time Effectively
Session Eleven
SELF-ASSESSMENT You can increase your sales effectiveness by using your
1. How much of my time is spent with customers or time to maximum efficiency. Advance planning is essential
prospects? — plan every day in advance. Go to bed early
— you owe it to yourself and to your success to be fresh.
2. Do I confirm appointments and plan my calls so Read sales-motivation or inspirational material for 20 to
they are closely clustered in a geographic area? 30 minutes every morning. Schedule your first
3. Is my paperwork done completely and correctly appointment early; the people who have the least time
before I take it on my call? to spare to see you are almost always your most
4. Do I plan and practice my presentations and valuable prospects.
closes?
5. Am I willing to meet with customers at their People who aren’t making a lot of money in selling
convenience instead of mine? aren’t talking to enough people. Spend 75 percent of
6. Do I frequently take nonproductive coffee breaks your time prospecting until you become too busy seeing
customers.
and nonworking lunches?

Spend your entire day working — make every minute

SUMMARY count. Don’t think of your day in terms of hours; don’t
One of the biggest problems salespeople have is
think of it in terms of mornings and afternoons; think of it
managing their time efficiently. in terms of minutes. If you use your lunchtimes and coffee
breaks well and get started a little bit earlier, you can gain
You are working only when you are face to face with a
as much as two and one-half to three months worth of
real, live prospect or customer. You are not working additional income every year.
when you’re filling out forms or proposals.
Listen to audiocassettes in your car. Avoid the radio, and
The major time wasters are, first of all, procrastination
make all driving time learning time. Upgrade your sales
and delay — putting off getting out there and talking to
skills continually. If you can increase your ratio of closes to
people. You waste time also when you’re not prepared to
presentations, you’re making the very best use of your
close or you don’t close or you don’t ask for the sale time.
often enough, so you have to go back again and again.

Inaccuracies and deficiencies are major time wasters, so

Remember, you’re selling only when you’re face to face
be sure that all your paperwork is done correctly, and
with somebody who is qualified and capable of buying.
check it in advance.

Lack of product knowledge is a major time waster, as

are unconfirmed appointments and poor planning of
calls in a geographic area. Other time wasters include

perfectionism, or insisting on everything being perfectly

in order before selling, distraction or mind-wandering,

and fatigue or overwork. Nothing can help a person who

lacks ambition, desire and energy.

25
 SELF-HELP
1. List five ways in which you habitually waste time.

_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

2. Explain how you could use your time more

effectively.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

3. Explain how you could increase your ratio of

closes to presentations.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

26
The Psychology of Selling
Ten Keys to Success in Selling
Session Twelve
SELF-ASSESSMENT
The following 10 keys to success can guarantee a
lifetime of success if you use them habitually. Read each
one carefully to determine your strengths and
weaknesses.
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.
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.
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.
4. Commit yourself to lifelong learning. Read, listen
to audiocassettes, attend seminars and take
courses. The most valuable asset you will ever
have is your mind — invest in it continually.
5. Use your time wisely. Make sure that you are not
wasting a minute and are always spending your
time in valuable ways.
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.
7. Guard your integrity. By integrity, we mean not
only being honest with others, but also being true
to yourself and your goals.
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.
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.
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.

Know that in good times and bad, if you will work hard
and work smart and follow the guidelines that have
been presented on these cassettes, you can achieve all
the satisfaction and material rewards you want.

27
 Notes

28
Notes

29