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Brian Tracy! Psychology Of Selling! Sales

Psychology Of Selling!

Chapter 7. Sales

Any reality is not as important as your attitude towards it,

for that attitude determines your success or failure. – Norman Vincent Peale

All activities in the sales process from initial contact to commitment

to order and delivery of goods and services,

have some effect.

There is no activity in

between the two extremes,

beneficial and harmful.

All have their own meaning.

The first words you say will start the process,

lead to a successful sale,

or a rejection.

When you meet a prospect for the first time,

their reluctance to make a sale is at its peak.

In fact, in every first meeting,

every prospect has a so-called “common resistance”.

This is the nature of life,

in a commercial society.

It is a form of personal self-defense.


Defend yourself against the offer

The average customer can receive 3,000 offers per day,

from all sources.

From the moment they wake up,

they are inundated with a ton of offers on radio,


billboards, store signs,

newspapers and magazines,

by phone and by mail.

Wherever they went,

there were slogans shouting:

“Buy it!”

To survive in a commercial society like today,

people must form a high level of resistance to buying.

First, they have to reject, ignore the offers,

the only reason is to have time to do something else.

Second, they must be able to resist direct sellers like you,

or else they will buy everything on offer.

As a professional salesperson,

learn how to anticipate customer resistance the first time you meet

and deal with them effectively.


End of poll

One of the most effective ways to start a sales story

is to use the “closed exploration” method.

If successful,

this approach can get the customer to decide

as soon as you finish the presentation

instead of saying things like

“I’ll think about this”

or “I’ll tell this to someone else.”

Ask them to decide right away.

You can reduce a customer’s initial resistance

to purchase by saying,

“Thank you for your time.

Never mind,

I’m not here to sell you anything right away.”

If you begin with the statement above with a smile,

the prospect will feel at ease.

They may still have doubts,

but that suspicion is much less than before.

Then say,

“All I want is to show you

why so many people bought this product

and they continue to buy it now.

All I want is for you to take a very open look

and decide if it’s right for your situation,

and then at the end of this talk,

tell me what this product means to you.

Are not? All right?”

With this type of probe,

you are suggesting a swap.

In effect, you’re saying,

“I wouldn’t be trying to get you to buy

if you’d listen to me with an open mind.”

A fair exchange.

Most customers will agree with your offer.

In fact, right now,

they are very curious to know

why so many people buy your product.

They are willing to open up

and are prepared to listen to you.

In this exploration,

there is a very powerful suggestive element.

You are suggesting that your product is really popular

and used by a lot of people.

The question for customers is just whether

or not they agree with their reasons for buying.

Then, start the sales process

by asking questions to understand the customer’s current situation

and how well your product fits their situation.

Like a “sales doctor,”

you conduct a thorough examination to discover

what customer needs your product can fulfill.

Once you understand the customer’s situation and needs,

present your product as an ideal solution

that meets their needs at that time,

everything will be taken into consideration by them.

At the end of the sale,

you will have a psychological advantage.


Ask for an answer.

If the customer says,

“Yes, I have to think about it.”

You might respond:

“Yes, sir, I respect that,

but do you have a possible solution that applies to your problem?”

and continued:

“After everything you’ve just told me,

this is probably the best time for you to decide,

unless there’s another reason.”

This will prompt the customer to give reasons for their hesitation

or objection.

It’s convenient,

you answer that reason and keep selling.

But the customer ends with

“Let me think about it”,

then there is nothing you can do.

You cannot continue to sell

unless you have an answer

that is the exact opposite of what you intend to answer.

By getting close to the need,

you get the customer to come up with a specific response

that gives you a chance to address it.

You can use this approach with any product or service.

If you comment that the majority of customers have purchased

and continue to buy now means

that you are creating positive expectations for customers

from the beginning.

Take away the customer’s worries,

make him listen with an open mind,

and tell you the real reasons

why he hesitated at the last minute,

which are worth more than letting you down by saying,

“Let me think about it some more.”


Approach by proving

This is one of the most effective outreach techniques

you can use right from the get-go.

It builds the necessary conditions for you to successfully

close your presentation with a signed order.

A proof-of-concept approach usually begins

with a question that focuses on the essential outcome

or benefit that the customer will enjoy when purchasing the product,

while also evaluating the customer.

When I offered to raise funds into mutual funds,

this method worked very well.

I often ask,

“Sir, if I were to show you the best investment in the market today,

would you be willing to invest $500k right now?”

Change the focus of the conversation.

This question often changes the direction of the entire conversation.

You should not ask:

“will you listen to me?”,

but better ask:

“how much can you invest

if I guarantee to keep the promise in the opening sentence?”

The client replied,

“Yes, if the investment is as good as you say,

I could invest $500k today.”

At this point,

you can further evaluate the client by saying,

“If you really like it,

you can invest ten thousand dollars or more.”

Customers can say yes or no.

In any case,

you are giving your customers a more realistic,

more accurate assessment of their financial potential,

even before you even talk about your product or service.

Wait for the customer to say,

“I don’t think I have enough money,”

and then you ask,

“Oh yes, you can invest $3,000

if you think it’s the best investment you’ve ever seen. .”

Then the client can just say,

“Oh, if it’s really such a good investment,

I’ll probably invest $3,000.”

Quality customers.

With the above questions,

you have relatively accurately

assessed the financial ability of the customer.

By reply, the customer agrees to accept your presentation

and see if you offer the best investment,

give the best response the combination of usability and benefits.

the best profit,

or whatever good thing you offered them in the opening sentence

of the conversation.

You can then give a presentation to prove that

the product you are offering is absolutely amazing

and at that moment everything is on the table.

When you finish the presentation,

he can’t say he can’t afford to buy,

or don’t have the money to buy right now,

or say something like he needs to talk to someone else.

He only has to agree that if your product

or service is a great choice,

he should buy it right away.

This approach works for any product.

You can use this approach to pitch any product or service:

sales of software and system solutions,

joint business opportunities,

financial investment advice,

business services or insurance.

For example,

if you were selling life insurance, you might ask,

“Sir, if I could show you the most comprehensive insurance policies

to protect yourself,

your family,

and your home,

lowest cost on the market today,

do you have any decision right now?”

When I offer a business training program,

the question that is often asked is:

“Sir, if I showed you how to increase retail sales by 20-30%

in just 6–12 months, would you make a decision?

Are you going to join now?”

If the customer says,

“Yes, if you can do that,

I can make a decision right away.”

After that,

your job is only to present to the customer your product

or service as mentioned in the opening paragraph.

You can ask for an answer.

The beauty of this approach is that

you’ll get the prospect to answer at the end of the presentation.

Instead of customers saying they need to think,

talk to someone,

check their finances,

or apologize,

they promise to give you an answer,

either way,

right after.



There are 6 basic personality types

that you will face every day at work.

It is important that you recognize each personality

and learn how to deal with each.


1. Customers are indifferent

The first type of personality you will encounter in sales is apathy.

This type of customer accounts for about 5%.

He is someone who never buys anything,

good or bad.

He is often in a pessimistic,

cynical, sad, uninterested mood.

Indifferent customers do not care

how good the product is,

how cheap it is

or what benefits it has brought to others.

He definitely won’t buy it,

no matter how you recommend it.

Occasionally you will have to deal

with indifferent customers.

I have a lot of problems in my business and private life.

They are frustrated with themselves,

disappointed in life, disappointed in you.

They are having too many problems to care about

what you have to offer.

Even if you offer the indifferent customer a price drop

from $100 to $5,

he won’t mind it.

Even if you offer the indifferent customer a price drop

from $100 to $5, he won’t mind it.

They just waste your time.

Once, a friend of mine offered a great product for $295

to a customer who wanted

and qualified to buy it,

but he was the kind of indifferent customer.

Despite the salesman’s best efforts,

this customer will only repeat the sentence:

“It’s too expensive,

it’s too expensive,

it’s too expensive.”

Finally, the salesman asked him,

“Can I sell it to you for $200?”

“It’s still too expensive.”

My friend added,

“What about $100?”

“I still won’t buy it,”

he said nonchalantly.

This is the buying pattern of the indifferent customer.

They are not interested,

always passive and indifferent,

you can easily recognize them.

Instead of putting up with them,

try to disengage yourself as politely

as possible

and go talk to someone who is more interested in buying.


2. Active customers

At the end of the customer segmentation process,

you will find positive customers,

they are the complete opposite of indifferent customers.

This number of visitors accounts for about 5%.

The active customer knows exactly what he wants,

exactly what features

and benefits he is looking for,

and exactly what price he is willing to pay for the product.

If you have a product

that he is looking forward to,

he will buy it immediately after asking a few questions,

or not even asking.

He is proactive,

cheerful and sociable.

All you have to do is have the product

and service he’s looking for and the sale will close.

Such clients are very rare.

Active customers,

like indifferent customers,

are rare,

never more than 1/20 of the customer base.

But if you call enough people,

you’ll find one active customer among them.

And buying

and selling will be easy if you say to yourself,

“If I can sell like this all the time,

I’ll be rich soon enough.”

For active customers,

always sell them what they want,

don’t try to sell something else,

and don’t change the product features.

You can give them some information,

but don’t try to tell them what they already know.

If you don’t have what they want,

immediately tell them you don’t have it

and suggest where you can get it.


3. Customer analysis

The third category is the analytical customers,

which account for about 25% of the market.

They are always self-aware and goal-oriented.

They are not extroverts

but are very interested in accuracy and detail.

The first purpose of the analytical client type

is to be precise.

You’ll find this type of client in any field

where success requires detail.

They can be accountants,



finance staff,

capital managers,

and computer specialists.

Their primary concern is the exact number,

detailed characteristics of your product.

Slow and precise.

Dealing with analytical clients,

you must be slow,

not generalizable.

You need to be specific and clear,

you need to be well prepared

to be able to prove on paper everything you say.

The more accurately you describe the benefits of your products

and services,

the easier it is for your customers to understand,

the faster they will come to a buying decision.

The more detailed information about your product analysis customer,

such as cost,


and maintenance,

the happier he will be.

These people love details,

they can sit for hours studying details,

diagrams and charts.

Analytical clients do not make hasty decisions.

They are always thoughtful.

They need to be alone to analyze the data

and will return with a series of questions.

Don’t push this person.

They need to think more about the decision

than simply saving on or speeding up the purchase.


4. Customers are bound

Another type of customer you will encounter is the tied customer,

which is approximately 25%

– depending on what you sell.

They tend to be restrained,

especially not being lively or profound.

You have to take it slow

and easy to get along with them.

People of this type are very judgmental of others.

They are sensitive to the views of others on a variety of issues.

When considering a product or service,

they also probe people’s reactions to their choices.

They are always imagining people’s opinions as positive

or negative,

and are often easily swayed

by the opinions of others.

Usually, this type of person is always geared

towards helping jobs.

They can be teachers,

administrative personnel,


nurses and workers.

They need support.

This type of customer often wonders

what other people think

when they buy a product.

Before making a purchase,

they always have to discuss it with someone,

usually a family member

or friend associates.

The main motivation of these people is

to get along with others.

They don’t want to be the cause of other people’s unhappiness,

for whatever reason.


Focus on other happy customers.

When you sell a product

or service to a constrained customer,

that person will ask you a lot about the people

who have used the product to know the popularity

and testing of the product,

who will influence purchasing decisions.

That customer wants to make sure

that others will find the product appealing

and relevant as well.

Even if you put a house up for sale,

their first concern is the reaction of other people to that home.


Build a relationship.

Engaged customers love to talk

and ask about you personally and your views.

They love to talk about products,


and other people’s reactions to buying

and using that product.

They want to stay with the seller

until they feel comfortable walking in

and talking about products and services.

A tight or sensitive client might spend an hour

or two just getting to know you,

then let you come back

and spend another hour

or two building the relationship.

They want to really feel comfortable

with you to the extent

that they can have complete confidence in you

and the product or service you offer.


Don’t rush them.

Constrained customers tend to be less prone to change.

Most of them are hesitant and indecisive.

They like to think around

until things get messed up.

They may buy your product,

then change their mind completely

if others criticize their decisions.

You must be patient and sensitive

and mature when dealing with constrained customers.


5. Customers lead the way

This fifth type of customer has a clearer purpose than any other.

He has the personality of a director:

frank, impatient,

and always wants to get straight to the point.

He likes business and practicality.

He only cares about the results achieved.

With an impatient and outgoing personality,

this customer will get straight to the point,

he wants to know how your product works,

what it does,

what the end result is,

how much it costs.

How much,

how much guarantee do you promise about the value of the product,

and for how long?

Straight to the problem.

A lead customer doesn’t like a private conversation,

doesn’t care about a close relationship with the customer.

He just wants to finish to quickly decide whether to buy or not?

People with a focus on purpose

or results are often suited to high-demand marketing careers,

such as executives,

market trendsetters, sales managers.

They work in high positions,

directly responsible for specific results.

They are passionate leaders

and command special rescue teams.

They get the job done quickly

and execute it very well.

They are always busy and concerned.

These customers are very busy.

You have to interrupt them all the time

and pull them away from something

they consider more important than you.

They want you to talk

as quickly as possible.

They don’t want to hear about the manufacturing process

or the design of the product.

They just want you to answer the question:

“What does it do?”

The lead customer just wants you to answer the question:

“What does it do?”

Dealing with this type of customer is somewhat easier,

if you can prove your product meets his needs.

Like other customers,

he is looking for improvement,

the more obvious the product’s effect in improving his life and work,

the faster he decides to buy.

Navigational clients are assertive and prefer clarity.

They know what they want,

and if you can provide it,

they want to own it and use it right away.

With such a customer,

you should make a brief presentation,

focusing on the outstanding advantages of the product.

This type of customer also makes up

about 25% of potential customers

– depending on what you sell.


6. Sociable customers

The sixth category is the “sociable” customer.

This customer tends to be extroverted,

interested in the surroundings.

He likes to work in conjunction with people to get results.

He is often called the “right customer”

because he strikes a perfect balance

between natural need

and real purpose.

This client often joins fields

that need the cooperation of many types of people such as:

supervisors, managers, consultants,


senior specialists or leaders of non-profit organizations

and many other positions,

where it is necessary to cooperate with all kinds of people

to achieve the required goal.

Sociable customers are always goal-oriented.

Due to his sociable and extroverted personality,

these people’s main interests are in themselves

and those around them.

He loves talking about you

as much as he does.

He likes to tell you about the past

and likes to know about you

and your achievements.

Sometimes this type of customer agrees

fast and don’t remember the details.

He may agree to something

or buy something from you,

forget about it a few days later,

or worse,

he will misremember another conversation

and be surprised by your presentation,

when we meet again.

Record everything on paper.

When dealing with the extroverted client,

after he agrees on anything,

you should write it down and make a copy for him.

Remember, with this type of customer,

it is better not to understand than to be misunderstood.

This type of customer accounts for 25% of the customer base.

You may have to talk all the time

when you meet a sociable customer

because he is approachable,



likes you and will ask lots of questions.

Any pot,

swing it

Most successful salespeople are active

or commanding,

or a combination of both.

A constrained salesperson is often

so preoccupied with the opinions of others

that his purchasing decisions always depend on outside opinions.

An analytical salesman is so concerned with details

that he never convinces the customer.

If he invites a customer,

he will be too caught up in information rather

than making an offer to order.

The biggest problem in business is

that we all tend to judge things from our own point of view,

and as a result we will treat everyone around us

as if they were just like us.

If you are a sociable person,

you treat people as if they were also sociable.

If you’re a leader trader,

selling will be rushed,

or straight to the point,

and expect people to make a quick decision

as soon as you give them good reasons.


Dynamic feature.

To be successful in business,

you must increase your dynamism.

To identify

and adjust yourself to the personality of the client

you are dealing with,

you must remain silent for a few seconds.

If you’re talking to a constrained client,

ask them questions slowly

and highlight the facts involved.

Take the time to help customers understand that

your product or service is rated

and approved by users,

do not rush or try to force customers

to make a quick decision.

By being slow and patient,

you will definitely succeed with the constrained client.

To be suitable for an analyst,

you have to slow down the conversation

and focus on the details.

Spend more time listening

to answer their questions than writing.

Show that you really care about them.

During the conversation,

keep quiet from time to time

and give the client a chance to think about what you just said.

Be patient and polite.


Give the customer what he wants

Dealing with customers is leadership,

you have to get straight to the point.

Although you are a sociable person

who loves to talk and learn about others,

you must suppress this personality

when meeting customers.

Instead, you must answer the customer’s question directly

and focus on the results

he will get from using your product or service.

In a short period of time,

you convince the customer to believe in the benefits of your product,

the faster he will come to a purchase decision.

To convince your customers to get along,

be optimistic and open-minded.

When customers talk about issues unrelated to your product,

gently bring the conversation into focus.

When the customer agrees to proceed with the sale,

make the purchase order

and get the customer to sign the confirmation

as quickly as possible,

otherwise he may forget.

Spend time observing and analyzing others

Before making a sale,

find out who you will be meeting with,

and then plan your answers

and presentations to meet the needs of the customer,

not your own.

Even better,

you can develop four separate presentations

for the four customer groups mentioned above.

Change roles accordingly

when you have to deal with different customer groups.

Going in the right direction

The sales process is best started

with the successful establishment of trust

and harmony with the customer.

Trust is a key element in the modern sales process.

If they don’t love and trust you,

customers won’t want to know what you’re selling

and what features your product can bring to them

or their company.

Trust is all we need.

The bigger the product,

the more time you will have to invest in building trust

and getting along with your customers.

Even with large products,

the entire first meeting will be solely for the purpose

of assessing the feeling,

finding harmony

between the seller and the buyer.


How to build trust

The most effective way to build trust in a sales relationship

is to ask the prospect questions

and listen attentively to their answers.

The more you show care for your client

and their problems,

the more willing he or she will be to provide you

with a variety of services.


Don’t believe more and accept your offer.

Only start mentioning the product

once you have built the friend element.

You will have to build a close relationship like a friend

with the customer before moving on to the customer relationship.


Customers are careful people

When selling complex and expensive products

with long installation and commissioning times,

it will often take you 3–4 contacts to bring the relationship up

to the point where it is enough

to have a serious business conversation.

The idiosyncratic sales process often requires up to 6 months,

through many contacts and proposals,

before the customer is ready to make a commitment of great value

and long term.

So be patient!

Customers have good reason to be wary and procrastinate.

In many cases,

their reputation and even career can be affected

by the purchase decision.

If you make the wrong decision for the company,

the client could lose their job,

possibly be demoted or even fired.

Therefore, he is not allowed to make mistakes.


Appraise customers from the start

Use a close approach or expression

when you first interact with a customer,

this will allow you to appraise the customer in an instant.

The answer to one

or both of the above questions will tell you right away

if that customer is in the magnetic field you’re targeting.

“If I could show you exactly the car you’re looking for

at the cheapest price in town, would you buy it?”

If the customer replies:

“no! I already have a car

and don’t think about buying a new car for the next few years”,

indicating that this is not a potential customer.

It’s no use trying to establish a lasting relationship

and learn more about this client.

She’s not in your market.


Purpose of the presentation

Open-ended questions are often used to find out if a person

is likely to be your potential customer.

Follow-up questions to take a closer look

and uncover the main reasons customers buy the product.

Each product contains different features and benefits.

“Features arouse interest,

benefits arouse demand”

The purpose of the presentation

is to explain the features of the product

and show the benefits

that the product can bring to the customer.

In a way, you’re like a detective:

looking for signs that lead to a successful sale.

You present product features

and benefits in order to elicit a buying need

from potential customers.

You’re tracking down

and listening to your customers’ unexplored reasons.


Present each feature/benefit separately

Your presentation shouldn’t be all about the product.

You should present each feature

or benefit separately

and figure out which benefits the prospect is most interested in.

If you have 10 features

and benefits listed in descending order of importance,

present them in order from most attractive to least attractive.

If the prospect is particularly interested and interested

when you first talk about the second feature or benefit,

you can focus on this feature

and maybe even close the sale right there.


Summary of the sale

When customers clearly show their interest in a particular benefit,

you don’t need to state the rest of the features or benefits.

Once you’ve found the hotkey,

focus on it right away

and show your customers the benefits of using your product.

At an interesting point in your presentation,

the prospect may exclaim:

“Wow! Great!

I have never known anything like that before.

I need it.

How long will it take before I can buy it?”

When this happens,

you can sell immediately

and no further presentation is required.

All you have to do is say,

“Do you need it now?” and sign the order.

Sometimes, the customer is very willing

I know a top hedge fund business expert

who spent years perfecting a sales presentation.

This presentation goes from general to detailed.

It shows all the benefits

that the investor enjoys from the mutual fund.

By the time it was completed,

the presentation had 32 points in total

that he could use to close the deal.

This master salesman said that,

on first contact,

potential customers are either ready to buy right away,

or will not be interested in the product at all.

In fact, those who fall

between these two extremes are the most promising customers.

Some of them only need a reason or two to agree to a purchase.

But there are also other customers,

to convince them to agree to buy,

it takes a longer sales process.

His sales presentations are designed to work

with all the leads he encounters at any stage of the buying process.


Good morning

Sometimes, this specialist can close the sale

as soon as he starts contacting a very potential customer.

In his endowment presentations,

he often begins with a question like

“Do you want to know how to do this?

To get the highest return on your capital

with the lowest risk in today’s market?”

If the customer answered yes,

he took out a piece of paper

and drew two circles,

then said:

“These two circles represent

what you can do with your money.

If you put your money in the first circle,

which is a regular savings account,

you can get a pre-tax profit of 3-5%, right?

If you put your money in the second circle,

in a well-managed mutual fund,

you can get a profit of 10–15%

and only pay taxes on withdrawal.

So which of the two ways would you like to invest?”

Typically, the prospect will respond:

“Of course I want a 10–15% return on investment.”

And the salesperson will say,

“Very good. So, why don’t we start right away?”


Action to close the deal

He pulled out a form,

wrote the date in the top right corner,

and asked,

“How exactly is your last name spelled?”

The moment the prospect spells out his name,

the sale is made.

The customer continues to give more information

and closes the transaction.

Thanks to this approach,

my friend became one of the most famous

and highest-paid sales professionals in America.

Maintain initiative

Sometimes the prospect hesitates:

“Wait a minute. I need to think more.”


the salesman asked again:

“Sir, may I know how much money you have in your account right now?”

“About five thousand dollars.”

The salesman continued,

“So what do you think is the best way: 3–5% or 10–15%?”

“Um, 10–15%” 1 customer replied.

“Exactly so.

Did you bring a checkbook?”

The seller assumes that the sale is successful

and starts filling out the registration form again,

and the customer will continue to stop the sale.

But very rarely does he do so.

Working with qualified customers,

the salesman discovered

that he could close the sale as soon as the customer indicated

that they wanted the essential benefit of the product or service.

Over the years, we’ve discovered

that many sales are delayed longer than necessary,

simply because salespeople are reluctant to make an offer

and close the sale.

Many deals have been delayed longer than necessary,

simply because salespeople are reluctant

to make an offer and close the deal.



Closing a physical sale requires a different approach

than selling an intangible product.

When you make a presentation

that sells tangible products like cars,


cell phones,

refrigerators, etc.,

and the customer doesn’t ask any more questions,

you should offer immediately.

When the customer has a clear understanding of what you sell,

how it works,

and the product benefits,

it’s time to close the sale.

When you’re done with your presentation,

the customer will know everything involved in purchasing

and enjoying the product.

They won’t learn new or different things afterwards.

This is the climax of the sales presentation.

From this point on,

the customer will gradually forget the features

and benefits of the product

and not pay attention to the purchase.


Polite but persistent

If the prospect says,

“Oh! Pretty cool!

Let me think about it,”

you can immediately reply,

“Sir, you now know all you need to know about the product.

From what he just said,

it can be seen that this is really a great choice.

Why don’t you buy it?”

And you’d be surprised how many customers often respond like,

“Um, yes! I will buy.”

But if you let customers go

and have a chance to think more,

they will gradually forget the original reason

why they liked the product.

Even worse,

they will meet another salesperson

who is more assertive than you

and buy the same product from that person.

This is always possible.


Don’t call back

When I first started selling,

my job was to sell discount cards

to about 100 restaurants in the area.

A discount card costs $20

and whenever a customer takes the card,

they get 10–20% off the value of the meal.

It’s just a simple product, a simple benefit,

a simple decision,

a simple sale.

But when I went to sell this product,

I was still very worried.

I finish the presentation and wait,

and the client always says,

“Well, let me think about it.”

I thanked them and promised to call them back in a few days

to give them more thought.

How surprising!

No one thought about the offer any more,

and no one bought the discount cards.

When I call, the customer usually doesn’t answer the phone.

If I went straight to the office,

they would leave me sitting in the waiting room.

I barely sold any cards

and was really disappointed.


The light is shining

One day, I discovered the truth.

I realized it was

I who made the customer hesitate.

I personally think that customers need to think more.

Even when they were hesitating,

I suggested: “You should think twice!”


from then on,

I took on a new tactic.

Customers are often surprised.

When they ask,

“Why?” I often say,

“You already know all you need to know to make a decision.

This is a great product…

Then you can save 5–100 times the value of this card.

You really should buy it.”

To my surprise, clients often say,

“Oh, that sounds good. I will buy.”

Since then,

I’ve had a whole new perspective on selling and closing.

In subsequent sales,

I did and said the same things

and had more successful sales than anyone in the company,

even more than all of their friends combined.

I sold every customer

I talked to,

because I refused to call back.

Try to apply this method when selling.

Invisible products are very different

If you are selling an intangible product,

the type of product that the potential customer is unlikely

to benefit from the value of your offer,

you need more exposure to the customer.

On the first call,

you’re merely separating the prospect from the doubters.

You question and assess the customer to see

if they will benefit from the product you sell.

You find out their exact needs

and arrange to come back next time with some suggestions

and possibly a written proposal.

Conduct a “two-step” sale

When selling an intangible product,

such as an insurance policy,

an investment,

or any other service that requires tailoring

to the specific needs of the customer,

take the selling approach two-step row.

In the first step you ask questions to determine

if the customer will benefit from your product or service.

Second, you come back with a proposal or suggestion,

which clearly states the price,

the terms of the contract

and shows the potential customer the greatest benefit

they can get from your product sell.

You should use this method

when selling a complex service

because you won’t be able to make a suggestion

to the customer at the first sales contact,

you don’t have enough information,

enough harmony

or trust from customers to offer.

The hallmark that distinguishes well-paid sales gurus

from low-wage amateurs is the sales presentation.

A well-prepared presentation is 20 times more powerful

than a spontaneous one:

The best sales gurus prepare a sales presentation.

People who earn little money,

who are in the lower ranks of the profession,

often say only what they spontaneously

think of when meeting with clients.

That’s not a good approach for you.

People who earn little money,

are in the lower level of the profession often only say what

they spontaneously think of

when meeting with clients.

That’s not a good approach for you.

A well-prepared presentation is a step-by-step teaching

and learning process.

It starts with an open-ended question you posed.

From that question,

you go step-by-step from understanding your customer’s situation

and needs to teaching your customers

what your product can do specifically for them.

You go from the general to the specific,

from the known to the unknown.


Show, talk and ask questions

The simplest is the feature-benefit presentation.

The simplest form of all feature-benefit presentations consists of three parts:



and ask questions.

For example,

if you sell new computer software,

you first show potential customers how the software works.

Then you tell them how this software will improve their work.

And finally, you ask the question:

“Is this software very useful for your work?”


Presentation layout

The three-part presentation uses the following layout:

“Because, you can, that means…”

These three sections cover the product’s features,

its benefits, and finally,

its customer benefit,

that is, the real reason customers buy the product.

For example,

if you buy a slim-screen TV for wall mounting,

you might say:

“Because it’s a thin-screen TV (product features),

you can view it from any angle (product benefits). ),

which means you can turn your living room into a theater

for family and friends to enjoy (to the customer’s benefit).”

List all the features and benefits of your product,

then draft both types of presentations.

Describe the product to the customer,

tell them the benefits of the product,

and ask how they feel.

Explain the features of the product,

the benefits that those features bring,

and point out the benefits to the customer.

You will be surprised at how persuasive your presentation becomes.

Product benefits

There are two different methods for presenting any product,

one used by sales professionals,

the other by salespeople.

amateur salesman.

The first method,

which is used by sales professionals,

focuses on the product benefits.

Meanwhile, the second method,

that of low-wage amateurs,

focuses on product characteristics.

In fact, all customers are interested in the benefits

the product can bring them.

In business, the first reason people buy is

because it helps them make or save time or money.

Those reasons are also the answer to the question:

“What does your product bring?”

When you talk to entrepreneurs,

they are only interested in the end result,

which is direct and measurable

when they pay for the product.

Four questions that need you to answer

Entrepreneurs often ask themselves four questions.

And if you want to sell to them,

you must answer these four questions clearly and distinctly.

That is:

1. How much do I have to pay?

2. How much do I get back?

3. How long will it take for me to get these results?

4. How can I be assured that I will get the results you promise?

Your entire sales presentation should focus on answering

these four questions to keep your customers happy.

Usually, you’ll have to buy and test your product yourself.

Like a lawyer in a court of law,

you will have to present the evidence in sequence

so that the feature and interest stated first are related

and complement the next feature and interest.


Emotions or reason?

Sometimes, I ask my listeners,

“In human decisions, how much is based on emotion,

what percentage is based on reason?”

Nearly everyone answered that 90% was based on feelings

and only 10% based on reason.

But the correct answer is

that people often rely entirely on emotions.

Thinking requires an investment of time and energy,

and feeling is spontaneous.

As I said in the previous sections,

this is why in sales,

customers often make emotional decisions

and then make rational judgments.

If the customer has a feeling about you and your company,

so they love and respect you,

if you have a good relationship,

then the power of that “loving” will lead to the sale.

Reason brings successful business

However, no matter how emotionally the customer wants your product,

they will still be convinced by reason

that the benefits they expect to receive will only be based on emotion.

As the adage says:

“Reason leads to a successful deal.”

With a presentation that builds on available information,

outlines specific benefits,

and then rationally explains

how the customer can achieve those benefits,

you’ve developed your presentation program on a solid foundation.

When customers have decided to buy a product once,

they will continue to buy for the next time,

without hesitation or regret.

Here is an example of how

I usually enroll in sales training,

starting with the emotion of wanting to increase sales

and then reinforcing it with rational reasons.

My opening question is usually:

“Do you want to know how to increase sales

by 20-30% in the next six months or a year?”

If the prospect is responsible for the revenue,

they will say, “Sure! How?”

And I replied:

“This is a proven method of increasing sales

and successfully applied in hundreds of companies,

it is unconditionally guaranteed.

If it doesn’t help you, I won’t take your money.”


this statement makes the client feel more comfortable,

they are willing to open up

and listen to me very attentively.

Ask rational questions

“Who is the highest paid salesperson in your company?

Are they the most motivated

or the least motivated?”

And my customers often respond,

“My best salespeople are the most motivated.”

I replied, “That’s great!

That’s what people always say.

Let me tell you what

I think is the most accurate definition of motivation.

That is: Motivation comes from a sense of self-efficacy.”

“In other words,

people are most motivated

when they feel they are capable of delivering results.

Right?” My clients usually agree.

“Yes, and we have found

that the more you train your employees with proven sales skills

and methods,

the more likely they will be to increase sales.

Do you understand this?”

Once again, I received approval from the potential client.

“We have found that when we train our employees in advanced sales skills,

their revenue increases immediately.

More importantly,

with these new skills,

they can be used over and over again

and more effectively in the future,

and the more often they use them,

the more proficient they become at these skills.

Is this reasonable?”

Offer measurable benefits your average sales

in the first month alone increased by 10%,

it will probably continue to increase

throughout the rest of the year right?”


The customer agrees with me.

“If your revenue grows steadily

from the first month,

then steadily throughout the year,

it will easily grow by an average of 20-30%.

If that rate of increase stays the same for the next year

and is translated into face value,

what will it mean for the company?”

And clients often quickly calculate

that the return on their investment in sales training will be 1,000%

or more.

For every dollar they invest in training,

they get at least $10 back in revenue.

Once the customer completes this calculation,

closing the sale becomes extremely simple.

Guaranteed to always bring satisfaction to customers

My closing sentence is always:

“If there’s a student who feels

he can’t grow 10-20% of revenue with these ideas,

I won’t charge his or her training fees.

If you personally think your employees can’t increase revenue with these ideas,

I won’t charge for the entire program, okay?”

Using this presentation method,

going from general to specific,

focusing on benefits,

emphasizing rational thinking,

I was able to sell courses worth millions of dollars.

And because the effectiveness of this sales method

and technique is so great,

we have never had to pay back our tuition.

You can design your presentation

so that it achieves the same results.

Last minute bid

When I finished the sale and the client agreed

to conduct a sales training program,

they asked,

“Wait a minute. So how much does this program cost?

When you design and execute an effective presentation,

the question of price will only be asked at the last minute,

after the customer has decided to buy.

In fact, if the customer asks you the price of the product first,

refuse to answer.

Brush it off and say,

“It’s a very good question

and I’ll answer it in a few minutes.”

There’s an old saying in the business world:

“Pricing at the wrong time will make the sale fail.”

If you tell the price too early,

before they know what they will get for that price,

they will only care about the amount paid,

not the benefits they will receive.

Always delay talking about price

before you have finished the presentation,

before the customer really feels like enjoying the benefits

of your product.

Continuous learning and guidance

With an effective presentation,

during the negotiation process,

you will find out what the customer needs

and show them how they will get it from your product and service.

During the presentation,

when you ask questions

and invite the customer to give his opinion,

you will learn more about the needs

and wants of the customer.

When your presentation is well-prepared,

it will be rational and consistent.

At the end of the presentation,

the customer is ready to buy your product.

This is the end that really matters to the presentation.

When you give a presentation the right way,

potential customers will be convinced

that your product will bring them benefits

that outweigh their costs,

then the problem will only be simply summarize

the last minute details of the presentation.

Invest time in giving clear presentations

Before you begin your sales presentation,

you must clearly define the specific needs of your specific audience,

specifying how your product can meet those needs.

During the due diligence phase,

the best way to determine the client’s needs

is to ask well-prepared,

open-ended questions that can sift through certain information.

Listening is a key factor to build trust,

to learn the real needs of customers,

to establish a lasting relationship,

to understand each other.

In fact,

listening is also key to a successful sale.

One of the most important human needs is

to feel appreciated and important by others.

Because of its great influence on the emotions

and personality of others,

listening is considered a magic wand.



There are five key elements to effective listening.

You can take courses,

read newspapers,

and watch video programs on the topic of listening,

all of which cover these five key elements.

1. Listen attentively

First, listen attentively,

do not disturb,

try not to interrupt or share personal opinions.

Look directly at the customer.

Lean forward.

Nod, smile and agree.

Be an active listener,

not a passive listener.

Follow the customer’s mouth and eyes as they speak.

Here is a very good exercise.

Imagine your eyes are sunlight

and you want to tan your client’s face.

As you listen, keep your eyes on your face

of the customer,

capturing every word spoken

as if the customer was about to secretly tell you the number

of the winning ticket.

Imagine your eyes are sunlight

and you want to tan your client’s face.

Listen as if you had time to spare,

as if you were willing to sit for years

just listening to your customers

and really care about what they have to say.

Listening affects people.

When customers are listened to attentively by you,

their bodies have certain changes.

Heart beats faster,

blood pressure increases,

skin touch also increases.

Most importantly,

their self-esteem will also increase.

They feel more valued.

They love themselves more,

so they also love the person

who listens to them attentively.

In sales, listening is the most powerful tactic.

All the master sales professionals are described as “Listening Listeners”.

They first try to understand others,

then try to be understood.

They focus all their attention on understanding the customer’s thoughts, feelings,

and needs before a sale is made.


2. Pause before answering

Second, pause before answering.

When the prospect finishes speaking,

pause and wait for 3-5 seconds before answering.

Even if a customer asks a question

that you already know the answer to, you still have to pause for a moment.

This silence offers three benefits.

One, when you pause,

you show the customer

that you’re thinking carefully about what they say.

This shows that you value your customers and their mention.

It’s very important and you can’t reply in a hurry.

As a result,

you can boost your customers’ self-esteem.

You make them feel better about themselves and,


make them feel better about you.

Second, pausing allows you to listen to the customer on a deeper level of awareness,

letting the words soak into your awareness like water into the ground.

When you create silence after a customer’s question,

you will understand

what the customer is really talking about,

much more deeply

than if you answered immediately.

The ultimate benefit of pausing is

that you avoid the possibility of interrupting

if the prospect is thinking and preparing to speak again.

Create silences when talking.

Salespeople must make themselves comfortable

and ready to wait for silence.

This is the most important factor in making a successful sale.

Most sales people are often impatient,

sometimes too nervous

and eager to make a sale.

So they have the feeling

that they have to say something,


as soon as there is silence in the conversation.

Always remember the saying:

Sales come in conversation,

but buying happens in silence.

Customers need time to process the information in the conversation.

If you don’t keep quiet

and let what you just say sink into their heads,

your customers won’t be able to process your message.

Therefore, in the end,

they will have no choice but to say,

“Let it be. I want to think more.”

And when they say this,

there’s a good chance you’ve missed out on this sale.


3. Ask verification questions

The third is to ask verification questions.

Never assume that customers say what they have in mind.

Instead, stop and ask,

“What do you mean…?”

This is one of those questions

that can be applied in any situation

and contributes to a successful sale.

No matter what the customer says or disagrees with,

you can always ask: “You mean…?”

“It’s too expensive!”

“What do you mean?”

“We can’t afford it.”

“What do you mean?”

“We still like our current supplier.”

“What do you mean?”

“We do not intend to buy this product.”

“What do you mean?”

Every time you ask the question

“What do you mean?”

Potential customers will again explain more clearly.

They will give you more information.

Each of these pieces of information increases your chances

of telling you

what you need to do to help them make a buying decision.

Questioning is synonymous with control.

Let me repeat to you the most important principle in sales and communications:

The questioner is in control.

Humans have reflexes to answer questions from an early age.

When you ask someone a question,

they will almost automatically answer you.

When you speak at 100 or 150 words per minute,

customers can process information at 600 words per minute.

This means the customer has 3/4 of the time left

to think about something else

while listening to you.

Often times,

customers will be lost in their own thoughts

because they have a lot of time to think

while you make the presentation.

But when you ask a question,

the customer’s entire attention will be focused on answering it.

It’s almost as if you grab a client’s shirt

and tug them toward you.

When you ask a question,

the customer can’t think of anything other

than the answer and gives you full control.


4. Express in own language

Rephrase the customer’s statement in your own way.

This is called the “Acid Listening Test”.

When you’re able to respond

to what your customers have to say,

you’ll demonstrate to them

that you’re really paying attention to them.

You are not the stuffed dog behind the car door

with your head nodding up and down.

You are really listening.

Only after you listen attentively,

pause for a moment before answering,

ask questions to verify,

and respond in your own language

can you make smart comments

or perform sales presentation.

Listening builds trust,

and the best way to gain an opportunity

to listen is to steer the conversation with questions.


5. Use open-ended questions

Right at the beginning,

we talked about using open-ended questions.

Those are questions that

the respondent cannot simply answer yes or no.

Whenever you ask a question that begins with words asking



where, when, how, what and what,

you are encouraging the customer to speak

and provide a lot of information.

help you make a successful sale.


Closed question

Use closing questions when you intend to close the sale.

Those are questions that

the listener can only answer yes or no.

Closed-ended questions are as follows:

“Are you ready to make a decision?”,

“Is that what you are looking for?”,

“Do you want to start right away? ”

Remember to design your presentation

with the questions you’ve prepared.

As you know,

talking is not the same as selling.



Sales presentations need to go from general

to specific in a logical order.

Using the descending order method,

present the product features

and benefits in descending order of importance.

Usually, the strongest interest stimulates the need to buy.

However, this is not always true.

Be prepared to talk about each feature and benefit,

and while speaking,

pay attention to the customer’s reaction.

Sometimes it’s the third or fourth benefit on your list

that your customers care about most.


Get customers involved

Engage and maintain customer engagement.

Get customers to take action.

A customer just sitting like a statue,

not responding

or responding to any information will not be likely to buy

when you close the sales presentation.

The best salespeople are the ones

who are active and proactive in the sales pitch.

They not only speak but also move,

change facial expressions

and always move their hands.

They provide information to customers,

for example,

calculate numbers

and percentages,

and get feedback in return.

Ask customers to sit in a different position

Don’t hesitate to pull the chair close to the customer

and sit next to them during the presentation.

Even better,

ask the client to also move to another desk

or office with plenty of space

for you to comfortably use the materials during the presentation.

The more a customer talks

and moves during a presentation,

the more likely they are to agree to a purchase

by the end of the presentation.

The more a customer talks

and moves during a presentation,

the more likely they are to agree to a purchase

by the end of the presentation.


Use visual aids to sell

Use visual aids whenever possible.

There are 22 times more nerve circuits running from the eyes

to the brain than there are running from the ears to the brain.

If all you do is talk,

it will be difficult for customers to focus

or remember what you are talking about.

Use pictures, tables,


and even financial comparisons to reinforce

and support key points.

An adult can only focus on three sentences.

So if you say three sentences in a row without asking a question

or a picture or illustration,

the customer will sink into their own world.

They’ll just be busy thinking about

what they’ll do when you leave.

But as soon as you ask a question,

you wake the customer up and force them

to focus on your presentation.

When you use illustrations in conjunction with questions,

you keep your audience fully engaged in your presentation.


Talking is not the same as selling

Once again, they repeated this slogan together.

That’s because the most effective way to give a presentation is

to take all the important information you have

and put it in the questions.

Instead of saying,

“The fee is $295 per person,” say,

“Do you know what the normal fee is?”

When you include information in the questions,

you will get the complete attention of the customer.


End of test

Use the end-of-test method at the beginning of your presentation.

It is one of the most effective closing methods

that can be applied throughout your sales career.

Sometimes this method is also called signal termination.

You can use this method to see if you’re on the right track

or to check that what you’re saying matters to the client.

This is a great way

Great for continuously getting feedback throughout the presentation.

The advantage of this method is that it remains active throughout the presentation.

You: “Do you like this color?”


“No, I don’t like this color.

This is the worst color I’ve seen.”


“It’s okay,

we still have a lot of other beautiful colors.”

Ask for customer feedback

Here are some of the most common questions in the test closing method:

– Is this product important to you?

– Is this the product you think of?

– Do you like the product I talked about today?

– Does this product help you improve your current situation?

This new copier has a speed of 150 ppm compared to the standard 100 ppm.

Is this benefit important to your business?

“No I do not think so.

We don’t need to copy large quantities in such a short time.”

“No problem, this machine has other features

that I think you will like.”

And then, let’s start the presentation.


Customer feedback is very important

When potential customers reject a particular feature or benefit,

they give you valuable feedback.

They don’t reject your entire offer,

they just reject a feature you offer.

The difference between an experienced salesperson

and a novice salesperson is

that the experienced person just presents a feature

or benefit and then asks for feedback from the customer.

They certainly understand what the customer

is thinking at each stage of the presentation.

In addition to anxiety,

beginners present all the features and benefits in a single presentation, feature after feature,

without prompting or pausing for feedback.

At the end of the presentation,

the customer will be filled with too much information

and not have the opportunity to say,

“Let me think about it.”


The method ends with a strong suggestion

You can use this method in your presentation

to build a ready-to-buy mindset in your prospect’s mind.

People think and make decisions based primarily on stories.

We usually collect information in a logical way,

but our brain can only store a certain amount of information.

Meanwhile, the amount of images

and stories we can recall is in the millions.

Top sellers are constantly painting perceived pictures of their products.

Pictures in words will create images in the minds of customers.

These images often evoke emotions

such as the need to buy.

Some time after the presentation,

the prospect will forget all the data you provided,

but still clearly remember the stories and images being told.


Create a picture with words

Imagine you are selling cars.

At that point, you can say,

“This car runs great on the mountain road.”

What happens when you say this.

Customers will think of the car

when they go on the mountain road.

They will immediately think of driving that

car around the loops that

surround the forests and lakes of the region.

If you’re selling your home,

you can say,

“You’ll love living in this quiet neighborhood.

The scenery here is very beautiful.

There was not a sound in the evening.

Life is easy!”

When you describe a house like that,

the mind and emotions of the customer will immediately picture the benefits of living in that house.

And then, when friends asked why they bought the house,

they almost always talked about the quietness of the neighborhood.


Double feedback

While working as a sales consultant for a real estate company,

we developed a powerful query

that was used on the phone system.

This question can double the number

of people interested in the home being offered for sale.

In the real estate business,

companies often advertise homes for sale in newspapers,

inviting interested people to call

if they want more information.


potential customers will call,

ask for the best price and conditions, and then wait.

However, these companies often do not know

how to seize the opportunity to meet and talk with customers.


Answer with question

Instead of giving actual

and detailed information about the home,

we can ask the customer a simple question:

“Thank you for calling!

May I ask you a question.

You’re looking for an ideal home in a quiet neighborhood, aren’t you?”

This question has been well prepared.

It immediately evokes two images in the customer’s mind.

The first image is their own definition of the “ideal home”.

This image is different from person to person.

But the four words above can immediately make the client envision

the house in their opinion as ideal.

The second image is a quiet scene around that house.

Taken together,

both images elicit a constant response:

“Of course! So do you have a house like that?”

At this point, the counselor will say:

“Oh, actually your list

I’ve just added two homes that you might be interested in.

We haven’t posted them for sale yet.

When can you come and see?”

This simple suggestion power method will double the number of leads

that come to your real estate agency.

When clients go to see a home with a consultant,

they usually go until they find the right home they are looking for.


Talk during the closing phase

Along with closing using the power of suggestion,

you can use additional talking methods to close the sale.

This method is very simple.

You talk to customers

as if they already bought the product.

You are not asking them to make a purchase decision.

Simply, you are just talking about how they will enjoy the benefits

of the product if they own it.

For example,

a customer is considering whether

to continue using your company’s services.

You say: “You will love my company’s services.

When you place an order, within 30 minutes,

the order will be confirmed

and shipped within 3 days,

faster than any company in the field.”

Immediately, this creates an image of speed

and efficiency in the customer’s mind.

They see themselves

as a satisfied customer

and feel as though they are enjoying the benefits you describe.

“You will love living here.

Although quiet and peaceful, this area is also very close to schools, shopping and transportation,

very convenient for your work.

It is an ideal choice.”

“With this copier,

you can copy 100 pages per minute

and it runs so quietly you won’t even notice it’s working.”

Potential customers always become real customers

when they have an emotional,

interesting and clear picture of how they enjoy the benefits

of the product you are selling.

Your task is to create

as many interesting images of the customer enjoying the benefits of the product.

The more images you create,

the harder your offer will be to resist.

Your task is to create as many interesting images

of the customer enjoying the benefits of the product.


Top Sales Strategies

One of my students is an outstanding salesman

in the amusement equipment industry.

The picnic cars she sells are very expensive,

about $500,000 each.

But she always sold 3–5 times more than her competitors.

She is truly a superstar in this field.

And the method she uses to achieve that goal is simple.

When a couple comes to see a product,

she first evaluates them to decide

if they have serious buying intentions.

She then shows them a number of cars

to determine the size range

and price range they’re willing to buy.

Finally, she arranged to invite them to lunch,

combined with a test drive in the car they seemed to like best.

A few days later,

as planned,

she arrived at their house in that car.

She made them feel comfortable in the car

and took them to a pleasant place in the park,

overlooking the lake and the mountains in the distance.

She drove around the place

so that the two of them could always see the beautiful scenery

before their eyes.

Then she pulled out a picnic basket,

laid out delicious lunches,

and served them as they watched the mountains.

After lunch, having answered all of their questions,

she said, “Isn’t this a great way to live?

Don’t you want to be able to go wherever

and whenever you want?”

The couple looked at her,

at each other,

then at the lake and mountains,

and decided.

She sells more picnic cars than any of her peers,

for such great reasons.



1. Plan your presentation in advance,

design it in the direction of going from general to specific,

from the known to the unknown,

and start with the most attractive customer benefits.

2. Try making continuous offers to order

and get feedback after every suggestion about a product feature or benefit.

3. Take the time to define the personality of the customer you will be talking to,

jot down their questions, it’s a very good guide.

4. Apply flexibly with your customers,

change the pace faster or slower,

at a general or specific level to sell to different types of customers.

5. Create an imaginary picture of how happy your customers will be to own

or use your product or service.

6. Design your presentation specifically

so that you have the opportunity to point out,

talk about, and ask questions about each feature

and benefit you mention, and engage your customers.

7. Be a good listener, ask reasonable questions,

do not interrupt when the customer answers

so you can demonstrate that you fully understand the customer’s situation.

We only get so far in life when we are aiming for a goal,

when we are confident and always believe in victory..

The only way to success is to give more and better serve what is expected of you,

whatever your mission. – Og Mandino

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Angel Cherry

Creative Blogger

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