Page 5 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com
P. 5
The Psychology of Selling
Session One
SELF-ASSESSMENT We always sell in a manner consistent with our self-
concept. Some of us are uneasy about picking up the
1. Am I proud of my profession? phone and calling somebody. Some of us feel
uncomfortable about closing. By becoming more skilled,
2. Am I in the top 20 percent of salespeople? we feel more competent, raise our self-concept and
become more successful.
3. Do I genuinely like myself?
4. Is there any aspect of selling that makes me The core of self-concept is self-esteem. A person with
high self-esteem likes himself. How much you like
uncomfortable? yourself is the key determinant of your performance and
your effectiveness in everything you do.
5. Does my self-concept include a high level of
income?
6. Can I cope with the rejection that I will inevitably
encounter in selling?
SUMMARY There are two major obstacles in selling. The first
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.
Selling is to show you how to achieve that goal.
The reason so many people fail in sales is that they do
The winning edge theory says that the difference not 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 ver y
certain way a little bit better each day. If you develop beginning you say to yourself that nothing is going to
that winning edge, there’s no reason why you cannot stop 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
