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Brian Tracy! The art of closing the sale! Developing Persuasive Selling Skills

The art of closing the sale

Introduction – Breaking Barriers to Sales Success

When I first started selling,

from morning to night,

I had to make so many sales pitches

that I dreaded closing the sale.

Every day,

I have to find a way to make a sale,

so as not to be afraid

to meet customers patiently giving information to them.

And finally,

I hesitantly ended with the question:

“So what do you want now?”

And every time the customer says,

“Okay, that’s it,

I’ll think about it later.”

I understand that statements like:

“Let me think about it”,

or “Let me see”,

are just polite ways of saying the customer instead of “Goodbye,

we will never see each other again. ”

I convinced myself that everyone was “under review”

and that interested clients would keep calling me.

But no one called.

Finally, I understand that it’s me,

more specifically the fear of closing the sale,

and not the product, price,


or competition that’s holding back from selling.

One day,

I decided that failure was enough.

And in the next transaction,

after the customer says,

“Let me think, why don’t you call back?”

– I said a sentence that changed my life.

I replied,

my heart leaping out of my chest:

“Sorry, I won’t call back.”

“What?” The customer said,

somewhat surprised,

“You won’t call back?”

“That’s right.” I replied,

“You have all the information you need

to make a decision right now.

Why don’t you do that?”

The customer looked at me,

then looked at the brochure and said,

“Okay, if you don’t call back, we’ll do it.”

The customer took out the booklet,

signed the order,

and thanked me.

I walked out,

taking the order in hand

and feeling a bit shocked.

I just made a big breakthrough in my life.

I went to my next client,

and when he said he needed more time to think,

I replied the same way:

“I won’t be back.”

The customer replied,

“Okay, I’ll buy it then.”

After a successful third sale in less than 45 minutes,

compared to an average of 3 times a week before,

I feel very buoyant.

In a month,

I broke the company’s sales record,

was appointed sales manager,

and my income increased 20 times.

I have 32 junior salespeople.

All are trained by me

to win orders on the first meeting.

Over the years,

I’ve come to understand that

key closing skills are vital

to earning my true potential.

I learned,

practiced and

applied a lot of closing skills.

It’s all covered in this book,

and I’ve trained a million people

to become sales professionals.

The biggest obstacle

to sales success is the ability

to get customers to make decisions.

The book will show you the way

to overcome that barrier to sell

and earn the amount of money you want.

All top sales professionals are great at closing.

They know how to professionally probe customers,

identify needs,

build trust,

handle any objections

and try to get orders to understand

why customers procrastinate and procrastinate.

They have the know-how to make their proposals come true.

And because of that,

they are one of the 20% of salespeople

that bring in all the revenue.

When I first started selling,

I had no training.

I was given a few introductory books

to read and instructed

on how to “go out and talk to people”.

I am extremely worried about boring,

dry transactions and fear of rejection.

I was always trudging from office to office;

from door to door just

to give enough number to reach.

“People will pay more for a great attitude than they will for a great product.

The individual who combines a great attitude with a great product.

Becomes unstoppable!” – Grant Cardone



One day, I asked myself,

“Why are some salespeople more successful than others?”

And this question changed my life.

Since that day,

I have sought advice from other salespeople,

especially on how to effectively handle objections

and how to close the sale.

I read the book

and used the best answers gleaned in it.

I listen to programs that teach the sales skills

of top professionals.

I attend sales seminars

and always sit in the front row.

Most importantly,

I put into practice

what I learned and immediately tried

to implement interesting ideas.

And then I discovered that the only way to learn is

to taste success or failure for yourself.

Most of all,

I learned how to ask for an order

and close the sale.

At the end of each skill,

I recommend applying it a few times

to customers who are still hesitant.

Finally, I am no longer afraid to ask the customer

to make a purchase decision.

This skill quickly took me from a poor man

to a rich man,

from a novice salesman to the head of every sales

organization I worked for.

“People who look for shortcuts are blind to the real opportunities.” – Grant Cardone



Then I learned an important thing:

If you close the sale smoothly

and believe you can ask the customer

to place an order after the product is introduced,

will be more aggressive.

Your self-esteem will grow

and you will also have a better appreciation of yourself.

You will be more active

and use your time more efficiently.

By knowing you can close that sale,

you’ll feel like you can win every time.

This confidence will positively affect the customer,

and the likelihood of them agreeing

to make a purchase can also increase.

You will get better

and better and your business will thrive.

The best part is that all sales skills,

including closing skills,

are taught and can be learned.

The only thing that makes you nervous about work

is not mastering the process.

But once you’ve learned how to finish,

using time-tested Methods,

you’ll always be able to.

At some point,

you will be one of the most successful,

highest earning people in your field.

Your future is unlimited.

Great salemen know they have the right to become rich if they create great value for others.


Chapter 1 – Developing Persuasive Selling Skills

To be who we are and to be

who we can be is the ultimate goal of human life

Robert Louis Stecenson

Being a great salesperson is an internal job.

That work starts with you.

When it comes to selling,

your qualities are more important than your product knowledge

and sales skills,

the product or service you sell.

In fact,

your personal qualities determine 80% of the success of the sale.

This is easily demonstrated by the fact

that there are sellers

who achieve high sales even with expensive,

competitive products and in a depressed market.

On the contrary,

there are those who achieve only meager sales

with exclusive products in a vibrant market.

“Everything we want is on the other side of fear.” –George Addair



In some respects,

mental stability is very similar

to physical bragging.

To have a healthy body,

one must eat right and exercise.

Mental health requires a reasonable mental health regimen.

Mental comfort,

good mood,

sales also increase.

Top sales professionals often have great self-esteem and confidence.

Confidence shows maturity in loving

and respecting yourself.

The more you value yourself,

the more confident you will be in approaching,

recommending products,

and closing sales.

If you are not confident,

you will not sell.

You will make every excuse not to talk

to the client

or do anything to avoid rejection or failure.

Remember, the more you love yourself,

the more you will love others.

When you like people,

they’ll trust you and be more likely to buy.

We are more likely

to accept offers from people

who love us than from people we don’t understand well.

We want to buy from people

who make us feel truly cared for.

When you love and care for yourself,

you will also love others

and your chances of success will also be greater.

“People don’t decide their future,

they decide their habits

and their habits decide their future.” –F.M. Alexander



Sometimes, I ask my own audience

– mainly salespeople:

“How many people here work for themselves?”

About 10 -15% of the audience raised their hands.

Then I asked again,

“How many people are really self-employed?”

Gradually, one by one,

they realized what I meant.

At the same time,

everyone raised their hands.

They suddenly realize that they are all their own bosses.

Your biggest mistake is assuming you work for someone else,

not for yourself.

From your first job to retirement,

you’ve always worked for yourself.

You are the director of your own business,

providing services

to the market at the highest possible prices.

You have only one employee

– yourself.

Your job is to sell the best service

and as much as you can during your working time.

Top sales professionals take 100% responsibility for themselves,

for everything they do and the results of it.

They do not accept apologies or blame others,

nor do they like criticism and complaints.

They always say,

“If something happens, it’s on me.”

The individual who combines a great attitude with a great product.

Becomes unstoppable!”


Consider yourself a self-employed

In a study conducted a few years ago in New York,

it was found that people

in the top 3% in all fields considered themselves self-employed.

They work for the company

as if it were their own.

They are responsible for all problems in life.

They alone take over the company’s affairs

as if they hold 100% of the company’s shares.

The sales manager of a Fortune 500 company told me how he

and his top salesperson negotiated the final terms

of a $200 million contract

with a important customer.

During the break,

the customer pulled him aside,

pointed at the salesman and asked,

“Is that person the leader of your company?”

The sales manager,

who knew his employees well,

was a bit surprised.

“Why do you think so?” he asked.

The guest replied:

“In all the meetings with me,

he always said “my company” and “my people”,

“my contract”, … every time he mentioned the company.

He spoke as if the company really belonged to him.

Is that true?”

The sales manager smiled and said,

“Yes, in a way it is. ”

“Quality performance starts with a positive attitude.” –Jeffrey Gitomer



As the director of your own trading company,

you are 100% responsible.

You train,

develop and continuously improve your skills.

You control sales and marketing,

production and quality control,

personnel organization,

and performance reviews.

The number of people

who consider themselves passive rather than active is surprising.

Instead of taking charge of their lives

and correcting what doesn’t work,

they passively wait for the company

to solve the problem for them.

Many young people refuse to invest in development

his abilities and qualities.

They refuse to read

and listen to newspaper

and television programs

or take courses.

They wait for the company to do it for them.

The company must not only pay

but also give them time to improve their skills

so that they can earn more money.

“A man is but the product of his thoughts:

what he thinks, he becomes.” – Mahatma Gandhi



Take as many training sessions as possible.

See everything you’ve done

as an opportunity to learn more skills.

If the company offers training opportunities,

jump right in.

All the skills you learn are an investment in your future.

Everything today is your choice.

The present is the result of what you did in the past.

The money that can be made today is

due to what you did

and failed to do.

Sometimes the things

you don’t do affect your future

more than what you do.

“Most of the shadows of this life are caused

by standing in one’s own sunshine.” –Ralph Waldo Emerson



The difference between winners and losers is very clear.

Winners are always responsible for all work results.

Losers always make excuses for poor results.

The defeated always have the disease of “self-justifying”.

This disease is the source of the “departure” of success.

When suffering from this disease,

instead of striving for progress,

they make excuses for all difficulties in life.

Winner is the opposite.

They always offer solutions,

find ways to solve problems

and challenges that they face every day.

If one way doesn’t work,

they will try another.

They never notice the possibility of failure.

“‘Money isn’t everything’ is code for ‘I’ve quit financially.’” – Grant Cardone



The key difference

between successful salespeople

and the average is that successful people work harder.

According to research

by author Thomas Stanley

in his book The Millionare Next Door,

85% of the self-made people he interviewed consider the key

to their success as “Hard work”.

Successful people always say,

“I’m not smarter than everyone else,

but I’m always willing to work harder than them.”

Ordinary people want

and plan to work hard.

They plan to work hard

– sometime in the future.

They’re always complaining about how hard work is

and how hard they have to work,

but they’re not really hard at all.

“If you are disregarding the importance of money in today’s world,

you have given up.” – Grant Cardone



The average salesperson wastes 50% of their time.

According to research,

these people come to work a little later,

work a little slower,

and leave a little earlier.

They spend most of their work time chatting with colleagues,

doing private work,

reading newspapers,

drinking coffee,

and accessing the Internet.

The winners are different,

they arrive a little earlier,

work a little harder and stay a little later.

They work past lunchtime and breaks.

They work in the evening

and before every morning.

They take advantage of every second.

“Money seems to flow to those

who give it the most attention & take responsibility for it.” – Grant Cardone



Hunt, owner of more than 200 companies

and once the richest man in the world,

spoke about his “secret to success” in a radio interview.

I have built and grown hundreds of companies.

With 50 years of experience

I see only the two most important factors to success.

First, determine exactly what you want.

Most people never do.

Second, determine how much you’re willing to pay for

what you want

and then resolve to pay that price.

Top sales professionals really want to succeed,

and they’re willing to pay the price up front.

“There isn’t a shortcut to success.

The people who get far in life go out there

and work hard to make their goals a reality.” – Grant Cardone



Ambition and desire are the basic qualities of all great success.

To be clear,

top sales professionals have greater ambitions

and aspiration to sell than others.

They have a burning passion

and an extreme desire to succeed.

They don’t let anything stop them

and are always “hungry” to succeed.

Ordinary salespeople just think about

how to make enough money

to just pay the bills.

They thought that if there was one more order,

it would be enough for an extra month.

They do not believe that effort is the key to success.

“Money doesn’t buy happiness.

Poverty can’t buy anything.” – Grant Cardone



Not long ago, a large insurance company held a sales contest every November.

Those who achieve a 35% increase in sales

from average monthly will be rewarded

with a two-week stay in the Mediterranean.

In times of competition,

the sales force seems to be invigorated.

They work hard day

and night to win the prize.

Ordinary salespeople

who only averaged annual sales have become

sales superstars in these 30 days.

One year,

when re-evaluating the sales of qualified employees in November alone,

the company discovered a bitter truth:

During the year,

the average salesperson only sold three contracts every week.

But during the competition,

they sold an average of four contracts per week.

By starting a little earlier

and working a little harder,

those who were eligible

for the Mediterranean vacation sold an extra contract per week.

Managers showed their salespeople

that with just a little extra effort throughout the year,

they could be in group of winners

and high earners all year long,

not just once a year.

That increased their income significantly during their 40-year career.

If a person starts sales at age 25 and retires at age 65,

and if the average salesperson sells four products a month instead of three,

they will have the same extra income,

with ten years of work.

In other words,

they will get the earnings of 40 years of work in just 30 years,

and will receive their wages 10 years earlier.

“True wealth is not created by saving,

it is created by expanding and investing.” – Grant Cardone



Occasionally, in my seminars,

people tell me that they are not ambitious.

They are completely satisfied with their income level.

They make enough money

to pay the bills and owe nothing.

They asked what

I could do for them if they lacked a burning desire

to achieve more than they already had.

I reluctantly say that without ambition,

they have no hope.

If they don’t aspire to have more

and do better than what they did today,

no one can help them.

I told them,

“Some people are born to follow

and others are born to lead.

I must say that you were born to follow others.”

Ambition is vital to achieving great success.

“The only thing you should fear is a future

where you didn’t take massive action.” – Grant Cardone



Top professionals are also empathetic people

who truly care about their clients.


desire for success,

empathy and genuine concern

for customers’ interests is the key to top sales performance.

Daniel Coleman,

author of the book Emotional Intelligence said:

To be successful,

EQ is more important than IQ.

He defines emotional intelligence

as the ability to be attuned to different people,

to be sensitive to their thoughts,


and moods.

He concluded that empathy is the most important quality to build

and maintain good relationships with people around.

You have to empathize

with your customers to understand them,

to “put yourself in their shoes”.

An empathetic person is someone who is afraid of others,

trying to go deep into their minds

and hearts to understand their circumstances and needs.

There is a saying that:

“If you can understand Joe Jones through the eyes of Joe Jones,

you can sell Joe Jones what Joe Jones wants to buy”.

“Your passive income should be greater than your earned income.” – Grant Cardone



Empathy requires building a long-term vision.

Ordinary salespeople think only of how

to make an immediate sale,

with little regard for long-term or future relationships.

Top salespeople do the opposite.

They think about selling to that customer for the second

and third time in the first sale.

More than that,

they thought about serving that

guest for another 20 years.

Everything they do when dealing

with customers today is put under a larger perspective.

And because of that,

they have more empathy than the average employee.

Incompetent employees see every transaction

as a sales opportunity.

Top sales professionals don’t value closing a sale

with creating a lasting relationship with the customer.

“There is no shortage of money in this world,

only a shortage of people going for it.” – Grant Cardone



A balance between ambition

and empathy is the perfect combination

for long-term success in sales.

If a salesperson is too ambitious,

he will care less about the customer

and the customer will feel it.

But if he is too empathetic,

he will not be assertive enough

to ask the customer to buy.

Balance is absolutely essential.

Customers today are getting smarter,

they are the most complex,

most knowledgeable,

most demanding

and most unfaithful customers.

They have so much experience

that they can see through a salesperson like through a glass.

If the salesperson doesn’t really care about the customer’s interests,

they will immediately notice.

“Create an atmosphere of abundance,

so that money is no longer the point.” – Grant Cardone



The best way to show customer empathy to anyone is

to ask questions

and listen attentively to their answers.

And listening is key.

Stephen Covey said,

“Try to understand first,

then be understood”.

The more time you spend getting

to know your customers’ plight,

the more you empathize with them

and increase your chances of making a sale.

“You can’t get wealthy without connecting to other people.

The more people you know,

the more the deals will flow.” – Grant Cardone



Top sales professionals are always enthusiastic

and determined to succeed.

They are steadfast,

even in the face of disappointment and setbacks.

They are willing and working hard,

going far

or paying up front to achieve success.

They also understand

that every small success they achieve comes at a cost.

There is no such thing as “eating without work”.

Success never comes quickly and easily.

The only way to achieve success is

to go through very hard work for a long time.

A lot of salespeople get caught up in stories

of people entering a particular niche

or making a specialized investment

and making a lot of money in a short period of time.

But usually those cases are very rare,

and most people who earn

If you gain money quickly,

you will also lose it very quickly.

As the saying goes:

What comes easy is also easy to go.

“Always be looking for DEALS.

You can make money on a deal you never buy.” – Grant Cardone



Most people reach their peak income in their 40s or 45s.

In the US, the average net income of 40-year-olds is $1,010.

One-third of the rich when they are too young

and do not continue to work in the following years,

fall into poverty.

Willingness to pay the price for ambition,


hard work,


and dedication in the long run will give you the opportunity

to achieve the success you desire.

If you practice what you learn in this book,

you will achieve more success than you ever imagined.

“If your money doesn’t work while you sleep,

you’re never going to have any money.” – Grant Cardone



Henry Ford once said,

“The two most important qualities

for success in business are patience

and foresight,

those who lack patience will not be able

to succeed in a competitive environment.”

There is no way to make money

that is quick and requires no effort.

Get-rich-quick schemes work only for the people who sell them.

Don’t waste time cutting investments.

Because it only destroys you and your career.

The worst thing that can happen

to a salesperson is making too much money

when the economy booms,

especially in the beginning.

He will assume that making money is easy.

Then, for the rest of his life,

he will have to look for opportunities to make easy money.

And that rarely works.

Worse, easy success makes it impossible for him to work hard

and make the necessary sacrifices for long-term success.

He will quickly lose confidence in himself

and stop believing leading to failure.

“If you’re having financial trouble it’s

because you have the wrong information.” – Grant Cardone



Top sales professionals are confident.

They believe in the company,

the product,

or the value of the service they bring to the customer.

The more you believe in your products and services,

the easier it will be to convince customers to believe in it.

Customers never trust your product more than you do.

William James at Harvard University said,

“Belief creates practical effect”.

You must sell products that you believe will be good for customers.

Everyone has a time

when they sell products they don’t really believe in.

If you have that feeling,

you won’t be able to succeed in a competitive market.

If you are not fully committed to the product you sell,

you will never sell much.

“Change your thoughts

and you change your world.” –Norman Vincent Peale



Salespeople who meet me always say,

“I really don’t like this product

(or the company,

or the customer they’re selling to)

but I want to sell it.

Can you give me some advice?”

I cannot help them.

If you don’t love and trust your product,

you won’t be able to sell it.

Competition is huge.

If you don’t respect your company

and your boss,

don’t like your customers,

you won’t stand a chance of surpassing professional salespeople

with these qualities.

In fact, you cannot succeed in a competitive market

if you are indifferent to your product.

You have to believe your products are truly “perfect”

and that your customers will benefit from using them.

Without true trust,

you will never convince the customer that

they need the product.

“I am who I am today

because of the choices I made yesterday.” –Eleanor Roosevelt



The secret to successful sales is doing what you truly love.

Top sales professionals love the products they sell

and have complete confidence in them.

They will defend

and argue about it around the clock.

Even when they go to sleep,

they still think about their product.

When they wake up every morning,

they can’t wait to tell the customer about the product.

The top salespeople at the best companies are fanatics about their products

and services.

So they sell a lot.

A top salesperson of mine once said,

“When you get into this business,

you’re just doing it for a living.

But once it’s in your blood,

you’ll have a wonderful life.”

“Formal education will make you a living;

self-education will make you a fortune.” –Jim Rohn



Top sales professionals maintain credibility

with themselves and others.

In sales nothing can replace honesty.

Earl Nightingale once said,

“If honesty doesn’t exist,

we have to create it,

because that’s the best way to get rich.”

Ralp Waldo Emerson writes:

“Protect your honesty as sacred.”

You have to be completely honest,

believe in yourself and people.

Be honest with your work

to receive the desired rewards.

Ordinary people can easily spot lies.

Because they have so much experience with people

who are dishonest

or only half honest,

it is easy for customers to pick up on distrust or lies.

The stupidest thing in the world is

when someone believes they can make a fool of others.

“Your time is limited,

so don’t waste it living someone else’s life.” –Steve Jobs



A national trade organization that

I worked for conducted a study on

why customers buy from this company

or this person and not from another,

even though the

equivalent products.

After spending $50,000 interviewing customers,

they came to a simple conclusion:

People buy from someone because they trust him.

The word “trust” is defined as “feeling that the salesperson can deliver

on all his commitments and promises.”

“I’m not a product of my circumstances.

I am a product of my decisions.” – Stephen Covey



It is important to never recommend a product that has anything untrue.

Never say wrong, overstated.

In fact, the most useful way to build credibility is

to point out the weakness of the product you sell compared

to your competitors’ products.

“What you do today can improve all your tomorrows.” –Ralph Marston



Because top sales professionals can perfectly combine the above,

they always have the ability

to turn strangers into friends wherever they go.

When you are completely confident

and empathetic towards others,

you will love yourself more.

Customers, in turn,

will also love and accept you.

The relationship between being excellent

and being confident

or becoming one is 1:1.

The truth is that you cannot like or cherish someone more than yourself.

So never expect someone

to love you more than themselves.

How you feel about yourself is the single most important factor

in determining your relationship,

both in your personal and professional life.

“No man is free who is not master of himself.” –Epictetus



Choosing a service or product

to sell is the same

as if you were dating

or getting married.

You have to choose the right one

or it won’t work.

It has to be a product you love

and think will be good for everyone,

and it should match your personality.


a good salesperson can also be ineffective

due to choosing the wrong product.

This does not mean that the product

or service is problematic.

There is simply no compatibility

between the product

and the seller.

There are two types of products,

intangible and tangible.

Some people have the ability

to sell tangible products,

while others are suitable for intangible products.

If you can sell one product,

you may not be able to sell another.

“The more you learn, the more you earn.” –Warren Buffett



A tangible product is a product that you can hold,



try and taste,

for example:



office furniture, furniture…

If you like organic products figure,

you can only succeed in selling products of this type.

You can understand, love and feel happy

when talking about that product.

And you will not be successful

or happy with intangible products.

“Start working with your prospects as if they’ve already hired you.” –Jill Konrath



In contrast,

an intangible product is something you cannot hold,

or taste.

Intangible products are usually ideas.



training products

and services are ideas.

Even if real estate is considered an investment,

it is also a form of idea based on concepts and numbers.

If you love ideas and concepts,

you can only sell intangible products.

“Great sales people build value.” – Grant Cardone



The best way to determine

which type of salesperson you belong to is to ask yourself:

“Do I love a particular product or a world of ideas?”.

Do you want to work with your hands

and products that can be felt and held?

Or do you prefer philosophy,

psychology and metaphysics?

If you enjoy debating politics,


or concepts,

you’ll feel most comfortable selling intangible services.

If your main passion is specific things like houses,

cars, clothes, computers… you should sell tangible products.

If you’ve ever been in a niche

and felt uncomfortable with specific products or services,

you’ve picked the wrong product.

When you sell the right products,

you put all your mind and emotions into it.

This will excite and engage you.

You enjoy thinking about that product,

arguing about it with people.

But if you are not fully committed to the product you sell,

you may have made the wrong choice.

“If you don’t program yourself,

life will program you.” – Les Brown



To be successful in sales,

you must truly love the product

and be excited about what it can bring to the customer.

You are only successful

when you believe you are selling a product

or service that is superior to similar products

or services on the market.

The “rigorous test” to determine

if you are selling the right product

is a test of your enthusiasm for it.

Enthusiasm is an emotion that comes from within,

so it can only be created

when you do something in accordance with your feelings.

If not, then you’ve made the wrong choice.

Life has no limitations, except the ones you make. – Les Brown



Perhaps the most common emotion found in unsuccessful people

is jealousy or resentment.

They envy the success of others.

They look for every opportunity to criticize

and complain about good performers

and often talk behind their backs.

Their negative attitude doesn’t affect successful people,

but makes them even more morally unsuccessful in their careers.

Always admire the leaders in your field.

Talk about them positively.

Respect and consider them as role models to strive for.

Try to learn from their positive sides.

Be happy about their successes.

Always remember that what they can do, you can too.

Be grateful to those who went before

and earned more money than you.

That means you can achieve the same goal.

Always expect others to have

what you want for yourself.

“One of the most essential things you need

to do for yourself is to choose a goal

that is important to you.” -Les Brown



When you admire and respect successful people,

write it down in your subconscious

so that you can speak and follow them correctly.

And when you have memorized to succeed,

the subconscious will bring inspiration and energy,

strategies for you to achieve your goals.

It will attract people

and bring ideas to you,

helping you to get solutions to all problems.

It is the greatest power in the world that you can use your way.

Someone’s sitting in the shade today

because someone planted a tree a long time ago. – Les Brown



After convincing research for more than 50 years,

psychologists have discovered that:

A confident attitude of expectation is always associated

with great success in every field.

To have that attitude,

you must first be an optimist.

Optimism will affect those around you,

making them more responsive to you and your requests.

The rule of expectation is:

“If you expect something with confidence,

you will fulfill your wish”.

If you wait for success,

you will succeed.

If you want wherever you go,

people know you,

you will be known.

If you want to have a good time,

you will have fun.

Your wish will come true.

Your expectations will really affect others.

If you confidently expect to sell to a customer,

it will positively impact the customer

and cause them to make a decision that benefits both parties.

“You decide what your limits are,

and You decide your level of success.

You are responsible for the time that you spend on this planet.” – Les Brown



One of the biggest barriers to selling is negative expectations.

This happens when the salesperson,

due to attitude or experience,

is not confident that he will achieve success.

Unconsciously, they had negative expectations in advance,

and when they went to the client,

they convinced themselves that they were doing something a waste of time.

The customer is influenced by the salesperson’s mentality

and responds to the offer negatively.

Your expectations,

whether positive or negative,

are entirely up to you.

They can help or harm you

as well as influence the behavior of those around you.

So be sure to always keep a positive mindset in everything you do.

Life is more meaningful

when you are always looking to grow

and working toward a goal.- Les Brown



Obviously all customers are always procrastinating when shopping.

They are always skeptical.

They have too much bitter experience with sales people.

And so, they always refuse

and give reflexive reasons to avoid buying. “I don’t like”,

“I don’t have money”,

“Business is slow now”, “Let me see”,

“I still have to consult others”, “Leave it to me”,… .

But none of them are the real reason.

It’s a natural response and often precedes any offer.

But if you really believe you’ll make a sale

and don’t mind the rejection,

the customer will eventually get comfortable

and change their mind.

A lot of fickle customers change their mind

because of the positive attitude

and confidence of the salesperson.

The salesperson simply ignored the customer’s initial insistence,

kept talking,

asked questions,

and listened.

Eventually, that insistence will be broken

and the customer will decide to buy.

When a sales professional sells to you,

retain the feeling of purchase.

Really enjoy the experience.

You don’t have to experience buyer regret.

You feel happy that you have purchased a product

or service and you are eager to receive it,

start using it,

and enjoy it.

The more confident and upbeat the salesperson is,

the more satisfied you will be with the purchase.

That is also your goal.

Think big when you set your goals.

Dare to think big

and then set a series of smaller goals to get you there. – Les Brown



According to the corresponding rule:

“The outside world is a mirror of your inner self”.

In other words,

everything that happens on the outside

is a reflection of what goes on inside of you.

If you want to change or improve your sales skills

or your personal life,

you have to start changing from within.

All we need is to create positive

and constructive changes within.

Your smile will give you a positive countenance

that will make people feel comfortable around you. – Les Brown



Starting today,

decide to spend 30 minutes

to 1 hour every day reading books about your field

Create a library of books on sales.

Every morning,

instead of reading the newspaper or watching TV,

spend 30 minutes to 1 hour reading about sales.

This will help you have a better day at work.

Henry Ward Beecher once said,

“The first hour is the wheel of the day.”

What you think in the first hour will affect the overall mood for the day.

If you think positively

and enthusiastically in the first hour,

you will perform better throughout the day.

You will be happier,

more relaxed and more confident.

You’re also more vibrant and bounce back faster

when you’re rejected and frustrated.

Every morning,

get up two hours earlier before an appointment.

If you have to work at 8am,

get up at 6am,

spend 1 hour reading a book

and then get ready to work all day.

Top sales professionals wake up early

and are ready to go immediately.

Normal people always wake up at the last minute,

run around and rush to the office without thinking

or preparing anything.

“Help others achieve their dreams and you will achieve yours.”- Les Brown



By getting up early every morning

and spending half an hour

to an hour reading sales books,

you will read 1 book per week.

Thus, each year you read about 50 books multiplied

by 10 years equals 500 books.

Do you think this will have a definite effect on your sales results or earnings?

The truth is that

when you make it a rule to spend 30 minutes

to an hour every morning reading about your field,

you will quickly become the most knowledgeable,


and highest-paid person.

Read the best books written

by sales professionals over the years

and you’ll get ideas,



and skills.

All will help you sell more,

faster than you imagine.

What books should you read?

Don’t worry,

according to the law of attraction,

you will choose the right book at the right time.

When you have your own library of books

and read them every morning,

books will gradually become the driving force behind your career.

You will achieve success faster

and with more confidence.

Your income will double,

triple than what you thought.

“There are winners,

there are losers

and there are people

who have not yet learned how to win.”- Les Brown



Not long ago,

a young man named Bob attended my sales seminar.

He has long, messy hair and a very negative attitude.

In that seminar,

I explained the importance of spending 30 minutes

to an hour reading every morning.

He sat still all day,

took notes,

and after the seminar ended,

he left without saying a word.

Two months later,

I received a phone call from Bob’s uncle.

I learned that Bob was born into an unhappy family.

Bob dropped out of middle school

and broke the law twice.

Finally, Bob was picked up by his aunt

and uncle to stay with him.

He is unemployed, has no ambition

and watches television all day.

In the end,

the uncle decided to force Bob to get a job,


instead of continuing to sit at home all day.

“Your ability to communicate is an important tool in your pursuit of your goals,

whether it is with your family,

your co-workers or your clients

and customers.”- Les Brown



Boc reluctantly went to find a job

and became a salesman,

taking direct commissions

and going from house to house,

from company to company.

Bob sold very little and didn’t make much money.

But Bob still has to do this job

to continue living with his aunt and uncle.

One day, my uncle read an advertisement for my seminar

in the newspaper and,

in despair,

decided to bring his grandson.

Bob doesn’t want to go,

he left just because his uncle paid for it,

brought it to the seminar,

and picked it up at the end of the session.

However, within two months of attending the seminar,

a miracle happened.

The first thing Bob does

when he gets home is buy a book on sales.

He started getting up early every morning

and spent 30 minutes reading

before going to the store.

For the first week,

Bob spends an hour reading every day.

Then Bob gets up at 5am

and reads 2 hours before going to work.

Bob’s sales skyrocketed,

which was unprecedented.

And eventually Bob became a phenomenon.

Bob begins to break sales records.

And the more he sold,

the more confident and enthusiastic Bob became.

“Life is for service.” – Fred Rogers



Bob began to change his appearance,

cut his hair and neatly groomed.

Bob buys new clothes to look more professional.

Other salespeople in the company began to respect him

and ask for advice.

Six weeks after my course,

Bob was appointed sales manager

and in charge of a small business area.

Two months after the course,

Bob and his uncle went to buy their first car.

Bob’s income has tripled or quadrupled

and his personality has completely changed.

Bob’s uncle said:

Bob thinks all his success is due to being forced

to attend my seminar.

Bob says the most important thing he’s learned

is the value of reading a book on sales

at least an hour a day before going to work.

That changed his life.

“Approach each customer

with the idea of helping him or her solve a problem or achieve a goal,

not of selling a product or service.”— Brian Tracy



The average person reads less than one book a year.

A lot of salespeople don’t read any books about their field.

In fact, up to 90% of book sales customers are not experts in the field.

But whenever

I talk to top sales professionals about the importance of reading,

I’m always amazed at the number of books they’re reading.

They are like sales libraries,

remembering to print titles,

authors and concepts in their sales library.

When you start reading 1 book a week,

50 books a year,

you’ll be out of the way of the average salesperson.

You will join the leadership team

and start selling more than you ever dreamed of.

Try and test for yourself.

There is a saying:

“Reading for the soul is like exercising for the body”.

The more books you read,

the faster and more agile you become.

As you read more books,

you will learn new ideas to sell more products.

The more books you read,

the sooner you will become a leader in your business

“The way you give your name to others is a measure

of how much you like and respect yourself.”— Brian Tracy



One of my clients is a sales manager with 32 employees.

They operate in a highly competitive industry.

But the average income of the salespeople in the company

that sold him was three times higher than that of his competitors.

So everyone wants to work for him.

Many salespeople in other companies regularly apply

for jobs at this company.

He said he found a simple way

to pick a winner for a sales job.

When interviewing a potential salesperson,

he would say,

“Thank you for taking the time to come here.

Before we begin,

I would like to ask you a question:

“Can you name your favorite sales books

and radio shows in your personal library?”

If the candidate falters or says,

“I don’t have any books.”

Then he would get up,

shake hands,

and see them out the door.

If the candidate can quickly name the books

and radio shows he reads and listens to,

he or she will almost certainly get the job.

“Continuous learning is the minimum requirement for success in any field.”— Brian Tracy



What the executive learned was that a salesperson

who wasn’t determined to make progress

by investing in books

and radio shows would not succeed in a competitive market.

He has learned to choose only people

who are committed to their personal

and professional development plans.

That’s someone who will quickly become a sales superstar

and earn three times

as much as the employees of rival companies.

The same goes for athletes who are overweight,


smoke, binge eat and don’t even try to exercise.

No matter how nice and sincere an athlete,

no matter how eager to win,

the athlete has no chance of surpassing fully trained

and determined opponents.

Author Reed Buckley once said,

“If others are constantly training

and improving,

and you don’t,

you will lose.”

“Today the greatest single source of wealth is between your ears.”— Brian Tracy



Business speaker Nick Carter once said,

“Traditional learning is the greatest educational breakthrough

since the advent of the print press.”

When I first started selling,

I felt frustrated and discouraged

because I had to work long hours with poor results.

Someone advised me to study through the radio.

That changed my life.

Even now,

after so many years,

I still remember the great radio lessons

from top sales professionals

as they shared their experiences

and explained the Method.

As you continue to increase your knowledge by radio learning,

due to the constant repetition of sales calls,

you must put yourself in a position to say

and do what winners always do in sales situations.

“Never assume you understand.

Ask the questions.”— Brian Tracy



On average,

sales staff will travel about 40,000km per year.

That is,

on average each year

they will go for a period of 1000 hours,

which is equivalent to 6 months of work,

40 hours a week

or two semesters at university.

A recent University of California study found that

you can complete a year of college just

by listening to the curriculum

while commuting from place to place.

From today,

when driving,

turn your car into a “classroom on wheels”.

As Zig Ziglar says,

“Go to car college

and dedicate all your time to your career.”

By turning the car into a “learning machine”,

you will be amazed at the huge amount of great ideas heard every week,

every month,

every year.

“Successful people are simply those with successful habits.”— Brian Tracy



A good radio training program contains the best of ten,

20, or even 50 books.

To buy and read that many books,

it will cost you hundreds of dollars

and it will take hundreds of hours.

Instead, you can absorb the condensed quintessence

of the best thinkers in their fields,

just by listening to radio broadcasts

while driving around.

Not only that,

you can stop the program

when you come across a good idea

and take some time to think about

how to apply that idea to your work.

You can rewind this program

and listen to it several times.

That way,

you’ll always stay mentally alert and alert.

Like a sports star,

when you go to a client,

you will be focused

and do the best you can.

“Successful people are always looking for opportunities to help others.

Unsuccessful people are always asking,

What’s in it for me?”— Brian Tracy



The greatest tragedy is

that an ordinary person wastes precious learning time.

While driving, instead of listening

to the training program,

they listen to music.

They miss out on one of the biggest learning opportunities

for a sales professional.

Radio is said to be “gum for the ear”.

For sales people,

listening to the radio is like athletes having

to abstain from candy

and soft drinks.

The attractive programs on the radio will distract you

and be easily distracted.

Instead of thinking about how to sell effectively,

your mental strength weakens.

You have lost your “a sharp spear”.

Don’t let that happen.

“There is never enough time to do everything,

but there is always enough time to do the most important thing.”— Brian Tracy



Vendors get paid the highest I know listens

to training programs whenever possible.

Their car is the “mobile classroom”.

They always have a variety of programs

and choose the program that students feel they need

to study at each time.

“Time is your most precious resource;

make every minute count.”— Brian Tracy



If a salesperson in a highly competitive sales field underestimates listening

to tapes while driving,

that’s a sign that he

or she doesn’t really want to succeed.

I have worked with a lot of sales professionals who struggled

for years on a low income and then,

through hard listening to radio programs (often my own),

their income increased double,


sometimes in 30 days.

“The key to success is for you to make a habit

throughout your life of doing the things you fear.”— Brian Tracy



There are two great questions

to help you develop yourself to get the most sales.

Those are two of the best questions I’ve learned.

I have been using them for many years

and it is these two questions that have saved me

or made thousands of dollars.

The first question is to ask yourself after every sale:

“Did I do the right thing?”

This question helps you focus on the best parts.

Even if the sale is a complete failure,

you’re still doing the right thing in a way.

What’s more important is

that you’ve claimed the best part of your work,

so you don’t have to worry about accidentally leaving something precious.

You can write:

“I prepared carefully.”

“I have researched customers before”

“I arrived on time”

“I was dressed politely and neatly”

“I asked questions and listened attentively before speaking.”

“I have fully presented”

“I have asked customers to order twice.”

And there are many more questions.

By asking, “Did I do it right?”

You will always focus on the work that has already been done.

When reviewing tasks immediately after a sales contact,

keep them subconsciously

and create an unconditional reflex

for subsequent customer contacts.

“You become what you think about most of the time.”— Brian Tracy



The second question you need to ask yourself is,

“What can I do to make it better?”

That question forces you to think about positive things you can do

to improve your situation

when faced with a similar situation.

If the contact is successful,

there are still things you can do differently

to get better results in the future.

The advantage of the above two questions is

that the answers are all positive.

Force yourself to review and think of best practices.

That way, the next time you encounter a similar situation,

you can use what has been saved in your subconscious.

“Your most valuable asset can be your willingness

to persist longer than anyone else.”— Brian Tracy



The average salesperson often asks the wrong questions.

Instead of asking yourself,

“What did I do well?”

Then they ask,

“Where did I go wrong?”.

Instead of focusing on what they do best,

they focus on the worst.

This causes them

to repeat the same mistake in subsequent transactions

with customers.

And compared to the question

“What did I do wrong?”

“What can I do to make it better?” much better.

If you keep dwelling on your mistakes and shortcomings,

you will inevitably repeat them.

Successful people always recall the most successful sales.

They review

and practice on the best they have done or told clients.

As a result,

good experiences are always remembered by them.

And then they do the same thing over

and over again in subsequent sales.

“All successful people men and women are big dreamers.

They imagine what their future could be,

ideal in every respect,

and then they work every day toward their distant vision,

that goal or purpose.”— Brian Tracy



These suggestions have a huge impact on you for the day

and for the rest of your life.

The key to success is complete control over the evocative influences that

you have injected into your subconscious

and conscious mind.

You must do your best

to make sure the mental effects are

as positive as possible,

just as you would only eat healthy foods

if you wanted to stay healthy.

You are positively

or negatively affected by everything you see,




and people in your world.

If you watch a negative or violent TV program,

then unconsciously,

you will also become more negative.

If you listen to useless things on the radio,

it will block your mind like a blocked stream

and you will be less productive.

If you read unconstructive books,

magazines or newspapers,

your mind will be filled with nonsense,

making you sluggish and more easily discouraged.

“Look for the good in every person and every situation.

You’ll almost always find it.”— Brian Tracy


The Influence of People Around Them

The most important thing in your environment

is probably the presence of the people

with whom you are in constant contact.

In his book The Achieving Society,

Dr. David McClelland of Harvard University argues that

a negative “reference group” can lead

to lifelong failure.

Your reference group includes the people around you,

the people you come into contact with,

and the people you recognize.

The reference group that plays the most important role

in shaping your personality is your family.

If your parents are never satisfied or critical,

this will affect you for the rest of your life.

Whether your siblings have a tendency to help

or destroy will affect you in the long run

As an adult,

your school friends,



and other relationships will greatly influence your thoughts and feelings.

“I’ve found that luck is quite predictable.

If you want more luck,

take more chances,

be more active,

show up more often.”— Brian Tracy



As an adult,

you need to choose your friends

and relationships carefully.

Zig Ziglar said,

“you can’t fly with the falcon

if you keep living with the turkeys.”

Surround yourself with people

who are active and purposeful;

associate with successful people in life;

Only spend time with people whose qualities you admire

and want to learn from.

Furthermore, stay away from negative people;

stay away from people

who are always complaining

and critical;

especially avoid joining

when they start complaining about work

or successful people.

That “loser effect” can affect

and ruin all your chances of success.

“You cannot control what happens to you,

but you can control your attitude toward what happens to you, and in that,

you will be mastering change rather than allowing it to master you.”— Brian Tracy



Do you remember the proverbs

“Which pot will swing it”

and “the oxen are looking for the horse” are you?

Top sales professionals are often loners,

but by no means “lonely”.

Simply, they always carefully choose the people worth their time,

not arbitrarily communicate with anyone they meet.

They spend time with themselves

or with people who make relationships valuable

and enjoyable for them.

You should do the same.

“A clear vision,

backed by definite plans,

gives you a tremendous feeling of confidence and personal power.”— Brian Tracy



There is a great way to put these ideas into practice,

which is the “100 Meetings Method”.

Whenever I start a new sales job,

I aim to make 100 meetings in the shortest amount of time possible.

From then on,

I got up early, prepared well,

and worked all day,

in regular contact…

to accomplish my goal of 100 meetings.

Don’t worry about whether you’ll sell anything

by doing these 100 meetings.

Put the sales pitch aside and focus on meeting 100 people

and recommending products

and services to them.

First, make the determination to meet 100 people

and listen to their questions

and objections,

and you’ll learn more than anyone who learns a year

or two how to sell a product.

“It doesn’t matter where you are coming from.

All that matters is where you are going.”— Brian Tracy



The second great thing is that

because there’s no pressure to sell,

you’ll be able to sell with no effort.

Confidence and energy will increase

with each customer contact.

Self-esteem also increased.

You will feel calmer and more relaxed.

As a result,

you will like your customers more,

they also like you and want to buy from you.

When you complete 100 contacts,

your sales career will flourish and reach its peak.

In the next two years,

you’ll be selling to many of the 100 people you come in contact

with in the start-up phase.

Because they are always comfortable

and do not create pressure to make them buy,

they are also very comfortable,

and will think of you every time

they want to buy the products you have.

“An attitude of positive expectation is the mark of the superior personality.”— Brian Tracy



You can use the 100 Meetings Method when in a dilemma

or at the beginning of a new sales year

or even during a new sales period.

At any time,

you can increase your productivity

by setting a goal of making 100 face-to-face contacts

as quickly as possible,

regardless of whether a sale is made or not.

This method helps you unlock your most productive potential.

When you combine the 100-Meeting Method

with the psychological methods we cover in this book,

you will become an excellent salesperson.

You will have an amazing increase in strength,


confidence and performance.

You will be fully responsible for your sales

and increase your income significantly.

“A goal without a plan is only a dream.”— Brian Tracy



1. Determined to be the sales expert who works the hardest,

gets up earlier,

works harder,

and stays late.

2. Plan to go out and meet 100 new leads as quickly as possible;

meet more people than anyone in your field next month.

3. Take 100% responsibility for your work and life,

refuse to apologize for any reason;

consider himself the director of the company.

4. Start building a personal growth library of books and tapes,

dedicating a lifetime to learning.

5. Make sure you’re selling the right product for you.

Whether tangible or intangible,

does the product excite you,

motivate you to work every day?

6. Long-term thinking and action in sales and in life;

imagine selling to that customer in 20 years.

7. Build an unshakable steadfastness;

determined from the outset to not give up

until he achieved great success in his sales career.

There is no failure unless you stop trying

There is no failure unless it comes from within

There are no insurmountable barriers

Except for the inherent weaknesses in our own purpose.– Elbert Hubbart

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