The Psychology of Selling - Brian Tracy

The Psychology of Selling - Brian Tracy

Untie your sales. Learn here all the tips, secrets and proven strategies on how to get the best sales in an easier, faster, practical and efficient way.

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If you are unable to add value to your customer and your sales performance does not give you the desired financial return, then the book "The Psychology of Selling", written by author Brian Tracy, was made for you.

It offers training techniques to prepare you and become a successful salesperson, knowing the market and winning the best customers.

Want to know more? So continue reading this PocketBook and discover the best tactics that will boost your sales!

About the book The "Psychology of Selling"

The book "The Psychology of Selling: Increase your Sales Faster and Easier Than you Ever Thought Possible" was published in 2004 and has the best tips on how to satisfy the market, build strategies and make sales immediately.

Another issue of impact addressed by author Brian Tracy is the strengthening of self-esteem and the opinion that people have about themselves.

About the author Brian Tracy

Brian Tracy is CEO, president of Brian Tracy International and writer of major works aimed at attracting customers, business and expanding sales, including:

In addition, he is a motivational speaker with a focus on leadership, self-esteem, creativity and the psychology of success.

To whom is this book indicated?

The book "The Psychology of Selling" is suitable for leaders, entrepreneurs and salespeople who want to improve their strategies and learn the main sales techniques and how to grow in the business world.

Main ideas of the book "Psychology of Selling"

  • Salespeople are the most vital people in any business;
  • All selling qualities are learned through practice;
  • Fear brings excuses that make a sale impossible;
  • The salesperson needs to set goals to achieve success;
  • To make a good sale, you need to identify the needs of the potential customer;
  • Creativity is stimulated by three main factors: objectives, problems and questions;
  • Successful salespeople are relaxed and easygoing;
  • Following in the footsteps of successful people makes you successful too.

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[Book Summary] The Psychology of Selling - Brian Tracy

Overview: The importance of salespeople

Before, the salesperson was considered a second-class category and was often classified as the least paid and valued function on the business ladder.

However, this mentality has changed and the direct relationship between success and the choice of best salespeople has been observed.

It is important that you understand that regardless of the geological era or the area worked on, the salesperson role will never fall by the wayside. Good salespeople will always be on the rise and will always be one of the reasons for fighting among the best companies.

If you are not being adequately remunerated or rewarded for your work, you may want to seek training or better strategies to increase your sales considerably.

The book, "The Psychology of Selling", explains that the successful salesperson and the true manager need to be aware of what Pareto's Law means. Also known as the 80/20 Rule, it explains that only 20% of successful salespeople are responsible for 80% of sales.

Who wants to join this successful minority:

  • Will no longer worry about financial matters;
  • Can develop a specific strategy called a winning advantage;
  • Earn about 10x more than other sellers.

These characteristics can be explained by the fact that people who have techniques and strategies are able to add customers much more quickly and easily. Thus conquering, what the author Brian Tracy calls a winning advantage.

This ability is one of the most important characteristics in the sales management and customer acquisition process and has to do with techniques studied in favor of learning, aiming at personal and professional growth. The better you become, the better the results.

For you to stand out in the sales market, you need to have some characteristics:

  • Don't be afraid to start from scratch;
  • Be available to change the mindset;
  • Overcoming fear of rejection;
  • Never give up on your goals;
  • Explore your potential;
  • Be available to learn from leaders.


A true salesperson must first learn about the importance of knowledge in self-concept. Self-concept can be explained as the idea we have about ourselves.

This idea acts directly on our performance and how we carry out our activities. In sales, the way you think about your product and the way you approach the customer will make all the difference in your performance.

If you have a positive self-concept about yourself, you will present yourself to people as a motivated, cheerful and willing salesperson, otherwise the image will be one of fear, anxiety and negativity. Avoid this whenever possible.

Overview: Goal setting

The goal-setting process should be part of a true salesperson's strategy-building plan.

Deciding which activities to develop, establishing parameters, working hours and being aware of the desired values are paramount points. If you are not yet used to this type of activity, author Brian Tracy gives some essential tips.

For example, building and developing small financial goals or short-term goals is an excellent request.

The projects to be carried out, need to be put on paper. The act of writing makes the goals not fall by the wayside and are a source of daily motivation.

The importance of planning is directly related to sales control. Making the spreadsheet of activities, establishing values, analyzing and recruiting customers becomes much easier if done in an organized way.

This procedure also helps in the creation of new strategies. Especially if things go out of plan.

Understand that when everything is written, decision making is also more visible and it is much easier to overcome the limits established on the sheet.

The book "The Psychology of Selling" explains that the act of writing goes hand in hand with the work of the subconscious, whether in the control of decisions or in the search for problem solving, everything tends to have more satisfactory results.

The subconscious also helps in the process of recruiting customers, because what remains in our mind is the result of something that was previously thought or idealized. Therefore, written plans are the best sources of identification for the best customers.

Organization is paramount

The idealized objectives must also be of a personal and family nature. Author Brian Tracy explains that the emotional ties and goals placed at this end, motivate the salesperson to carry out plans and overcome obstacles.

Understand that the human being seeks in his heart explanations for everything. So, there is no point in simply working or selling without having something that motivates you behind it. Feed this ceaseless desire for sales.

Organizing can lead to sales success. This is the need to plan the approaches and methods of reaching customers in advance.

Tracy goes on to explain in his book, "The Psychology of Selling", that a successful salesperson needs to have a broad view of sales. He explains that there are two types of perception about a service or product in relation to the customer.

The first is called direct viewing. This, the seller is faced with the customer in a real situation.

It is important to analyze the behavior of the potential customer, as well as facial expressions, language and see if it is in agreement with what is being presented.

The second is indirect visualization. This, in turn, needs the use of the imaginary creating a situation and putting itself as a third person through the sale.

This method guarantees the idea of how to drastically improve the quality of sales and your personal performance.

Overview: The secrets of successful selling

One of the main secrets of a successful sale is the ability to detect the customer's needs. Understand that during a sales attempt, three situations can happen:

  1. The customer purchases your product;
  2. The customer prefers the competition;
  3. The customer gives up on the purchase.

What the seller needs to do is, in addition to encouraging the customer with the sale, demonstrate that his product can fulfill the person's needs and, above all, meet all the expectations deposited.

For a sale to be successful, the customer needs to accumulate what the book, "The Psychology of Selling", calls "Satisfaction Units".

This expression can be understood as positive points by which the customer judges during the meeting with the seller. The more of these units are aggregated, the greater the chances of selling.

It is important that you understand that the person looking for the product usually wants to know qualities beyond what he is looking for. In fact, the customer is attracted by the particularity and not by the generalization.

Winning the customer

During your sales career, it is important to be aware of emotional values.

Author Brian Tracy explains that, according to sales psychology, these values may vary according to each customer, given that the purchase motivations are also different according to each person.

It is useless, for example, if you present a product with less cost benefit if your client is concerned with other issues. The work, "The Psychology of Selling", explains that the main reasons that define and motivate the choices are the desire for gain and the fear of loss.

Well, that desire is encouraged by the desire to purchase the product and the changes that this purchase would make in his life. In turn, the fear of loss is insecurity if a good deal is actually being made.

Again, this is the role of the successful salesperson.

Selling is an art

Influence the buyer, give support, show the qualities and resolve doubts about what is being presented, so that in fact the "fear of loss" is replaced by the "desire for gain" of the product in question.

Linked to these skills of capturing the characteristics of the customers, the use of creativity is important.

The organization of the approach method, the dialect used, the order in which the sampling will be made are directly part of the use of creativity in the sales process.

Author Brian Tracy makes creativity explicit as the direct "improvement" of something. Often, people put creativity as the realization of something big, monstrous, or that has never been idealized.

This erroneous mindset can be one of the reasons for the lack of innovation or the fear of demonstrating ideas in the workplace. This is the need to appropriate the term self-concept. Because it acts on self-esteem and the ability to understand and use creativity.

According to the book "The Psychology of Selling", creativity can be improved and stimulated through three factors:

  1. Objectives: the clearer your objectives are, the more willpower you will have to achieve them;
  2. Problems: the more determined you are in solving problems, the more strategies you will have to solve them;
  3. Questions: the more prepared you are, the easier it will be to resolve customer questions and the more innovative your responses will develop.

Overview: How to attract customers

Prospecting involves the method of research, surveys and effective techniques for attracting customers.

However, it all depends on the approach. This being one of the biggest difficulties for sales professionals. Starting a conversation with the unknown creates fear and insecurity on the part of salespeople.

Understand that if you have done the market analysis and have creative thinking with you, you already have the ability to attract customers and knowledge about the consumer's needs.

The book, "The Psychology of Selling", teaches that a good approach influences the client's thinking to the point of freeing him from his inner concerns. In order to increase sales potential, a person needs to be attracted to your words.

A good way is to ask the customer if the time in question can be offered to the seller.

For a sale to be successful, never tell details of your product over the phone, not only to keep the customer interested, but also because it is impossible to report all the qualities of the product at a distance.

Pay attention to the first seconds of approach. It is in the first thirty seconds that the decision to listen and the choice to continue the dialogue takes place.

In this initial process, it is important that you pay attention to the questions asked.

One of the secrets of successful marketing is to ask questions that generate surprises in the answers. That is why you are not only aware of the market, but also of the product you work for.

Pay attention to the signals given by the client during the approach. Understand that the environment needs to be suggestive for selling, but not only that, people are totally influenced by the behavior of the sales professional.

The form of expression, the knowledge about the product, the property with which the service is spoken, are essential points in an initial business moment.

Another form of attitude control is the tone of voice used. Author Brian Tracy mentions that the tranquility factor is seen as a positive point during the sale.

Empathy is also an important characteristic, especially in this first contact with the customer. Be polite.

It is clear that it is necessary to have all the preparation to be a high level salesperson. But understand that your success will come from the moment you follow in the footsteps of those who reached the top.

Also have your own methods, but it is great to have someone as your reference.

Exercising self-confidence is excellent, especially in difficult times when you think about giving up. Do not do it. Brian cites ten steps you can take to reach the top of the ladder of success. Are they:

  1. Do what you like to do;
  2. Have goals and targets;
  3. Fight with persistence and determination;
  4. Be an eternal apprentice;
  5. Learn to manage your time;
  6. Follow in the footsteps of successful salespeople;
  7. Admire integrity;
  8. Be creative;
  9. Do with others what you would like to do with you;
  10. Fight for your success.

To have victories, you need to be available to pay the price. Prepared?

What do other authors say about it?

In the work "The 7 Pillars of Successful Sales", Rejiano Vedovatto and César Frazão make it clear that a successful salesperson not only knows that the customer buys a product, but also what value that product adds to the customer.

And yet, the concept of value can be perfectly explained with the presentation of the product's characteristics, benefits and advantages.

Author Mitch Anthony, in his work "Selling with Emotional Intelligence", says that many negotiators make the mistake of trying to reach the best deal by thinking only on their side. They fail to consider the long-term impact that the business can have on the customer relationship.

Finally, in "SPIN Selling", the author Neil Rackham points out that the quality of the questions asked is crucial for the success of the negotiation.

Okay, but how can I apply this to my life?

  • Don't be afraid to try new ideas. The more times you try, the more chances you have of winning;
  • Set goals. Planning makes dreams come true;
  • Get ready for the approach. Being suggestive includes your appearance, your language and the environment in which you find yourself. Stay tuned;
  • Establish your areas of competence. What makes you better than the competition?;
  • Do not let yourself be overwhelmed by possible customer resistance. Have a mind of excellence;
  • Your mood influences the sale. Be cheerful, empathetic and positive;
  • Be a great salesman, but above all, an excellent listener. The better you listen, the greater the chances of selling. Think about it.

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