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Brian Tracy! Psychology Of Selling! The Power of Hints

Psychology Of Selling!

Chapter 6. The Power of Hints

Whatever we plan in our subconscious mind,

as long as we keep nurturing it,

one day it will definitely come true. – Earl Nightingale

Humans are often greatly influenced by the environment,

especially human factors.

The scouting influence of calm,

confidence and comfort

on the part of the salesperson will be very powerful.

That’s why most successful people are usually calm

and easy-going people.

They usually dress well

and look professional in every way.

The best salespeople always make customers feel secure

and comfortable.

They have confidence in themselves

as well as in their products and services,

and as a result,

customers will find confidence in what they say

and in the product or service they offer.


External environment

Each person is greatly influenced by his

or her natural environment.

Your environment greatly affects the way you think,

feel and behave.

Small changes in the environment

can also have an immediate effect on how you react to life.

For example, a normal temperature is around 210C,

but when you raise

or lower the temperature to about 150C

you can notice a dramatic change in the customer’s attention span

to what you’re saying.

If you are annoyed by being too hot or too cold,

you become irritable,


and impatient.


People who around me

In your surroundings,

the biggest influence on you are the people

you come into contact with.

You are always strongly influenced

by how others treat you.

Most of your reactions to the people around you are considered

to come from the initial subconscious.

Everyone has had the experience of meeting someone

and immediately having a positive

or negative reaction to them,

without even uttering a word.

The reason is

because the experiences you have with many other people are stored

in your subconscious as part of your memory.

When you come into contact with a stranger,

your subconscious will connect with memory points

and give you an instant assessment of

that person based on your previous experiences.

You react unconsciously to others

and your customers unconsciously react to you as well.

Everything you do prior to the offer

and everything that concerns you will either enhance

or decrease the extent to which the environment affects

whether you sell

or not.


Internal environment

There are several influencing factors that you can control.

The essential elements of which are:

your physical appearance,

your voice,

and your attitude.

If you look good,

have a clear and trustworthy voice,

and have a calm,

confident and upbeat attitude,

your presence will be a positive first impression on potential customers.

Luckily, you have complete control over your appearance

by dressing professionally,

groomed to your liking,

and gesturing properly.

The goal is to look like you’re one of the best in your field.


Practice offering

You can test your own voice volume

and clarity by presenting in front of a mirror.

Professional movie actors spend hours walking,

talking, practicing their movements

and lining up in front of the mirror

just to learn how to convey their voice

to the audience sitting at the back.

That way, when you meet a client,

you only have to lower the volume

and still maintain confidence

and inspiration.

This scouting influence has more than

enough impact on consumer intent.


Positive and fun

You can control your optimism

and confidence with the self-affirmation technique discussed above.

You can often picture yourself as a sales professional.

Before you go to the client,

tell yourself firmly,

over and over:

“I am the best!

Am I the most successful?

and stand up straight with your head held high.

You act as if the customer is right in front of you,

shake their hand firmly.

You will overcome any obstacle with the willingness

and determination as a professional salesman in any field.



A big turning point in my business career happened

when a friend asked me what I learned from my clothes

when I went to meet a client.

I come from a family where no one has ever worn a suit,

nor has anyone told me about the importance of dressing in business.

And I’m just a student.

My friend explained something about the relationship

between clothing and business success.

Then I bought a bunch of books on the subject

and researched it thoroughly.

What I’ve learned is: 95%

of the first impression you make on a client

will depend on how you dress.


Potential customers can be seen

Potential customers’ eyesight is very sensitive.

Your clothes affect their subconscious

like a wave hitting the shore.

Your outer appearance has always been seen

as an expression of your inner personality.

Your clothes have a strong impact on the subconscious of your customers,

Potential is like a wave crashing against a dike.

When you dress well and groom,

customers will subconsciously assume

that you are an employee of a successful company

and that your products and services are of good quality.

When you look like a top salesperson on the first meeting,

prospects are more serious and open to the messages you convey.


Who makes the most money?

Over the years, attended more than a thousand seminars

with the participation of more than a million people.

I’ve found that the best-dressed salespeople are always the ones making

the most money in their industry.

Whenever I talk to well-dressed salespeople,

I notice their confidence that they are money makers.

On the other hand,

I’ve also seen countless salespeople who aren’t aware

that they’re making themselves look bad and sales are falling

because of their mediocrity.

The problem is that no one has yet told them

how important dressing is to business success.

Worse, no one wants to advise them on how to dress,

everyone knows

but no one says anything.

Every salesperson should read

at least two books on business dress

and stick to these tips,

dress as well as every part of the business,

everything counts.

It can help you,

but it can also hurt you.

The way you dress can lead you to success,

or it can lead to failure.

The impact of dress on business is one of the most powerful of all.



One of the most remarkable business facts

I mentioned above:

“Customers won’t buy anything from you

until they believe you’re their friend

and you’re acting in their own best interests”.

Another point in Robert Cialdini’s Influence,

is that love can lead to business success.

If a potential customer likes you,

that doesn’t mean you’ll make a sale,

but if they’re indifferent or don’t like you,

you’ll have a harder time along the way

and you’re usually not selling get what.

The question a customer often asks

when meeting you for the first time

is “Are you interested in me?”

If you don’t affirmatively within the first few minutes,

the prospect will slowly lose interest in working with you.

They may sit politely throughout your presentation,

but in the end,

they’ll thank you for coming

and will think more about your product or service.

We often want to work with people who are friendly.

Outline that relationship in the first few seconds of the conversation

and with just a few words.


Take good care

The focus of the conversation is often on the seller,

so it’s important to dress politely.

Don’t let the way you groom

or how you dress affect the message you want to convey.

You’ve probably heard the saying:

“Fucking fish, horse looking horse”

We always tend to like working

or dealing with people who are

as similar to us as possible:

feel more comfortable with people of the same style of dress,

have the same attitudes

and attitudes, etc.

The more your appearance suits your customers’ environment,

the less likely they will react

when they hear you talk

or do business with you.

Customers always want to feel comfortable in their private life

as well as in work.

Everything you do is intended to increase customer comfort

while increasing the likelihood that you will sell to them.

The longer the hair,

the shorter the business record

A few years ago,

during a conference,

a young salesman came to me asking for advice to increase sales.


I realized the main problem was his shaggy hair.

When I asked about the job,

he said that his main customers are businessmen in the office.

The above reason becomes even more obvious.

I advised him,

if you want to be successful in business,

you should cut your hair.

He got angry saying

that short hair didn’t make much of a difference

and that he wanted to show off his personality

with a long hair that hung over his collar.

I analyzed for him to understand,

he can have as long as he wants,

but he is trading that hair

for the success of his business career.


Act now and get instant results

But fortunately, he also listened to me.

He went for a haircut but only a little

and his sales increased almost immediately.

Then he cut his hair shorter

and his sales increased dramatically.

Finally, when he cut his hair in a business-friendly style,

his sales skyrocketed.

But alas!

He thinks that success is

due to his great product

and unusual personality.

He returned to his old lifestyle

and started growing his hair long.

And as his hair grows longer,

sales decrease.

With his hair long past his collar,

he looked like a dog right now

He ran from customer to customer,

when he ran out of money,

he returned home to his parents.

The last time I saw him,

he had long hair,

worn out clothes,

and torn shoes.

He trudges from appointment to appointment

with less and less hope,

less and less success.



Your products and services should always be clean

and tidy and presented to guests in their best condition.

Customers are often attracted

to products with attractive colors

and looks,

and lose interest in dirty,

dark products,

and messy displays.

Take the time to keep an eye on everything,

making sure the merchandise looks good from every angle.

Remember that customers use their eyes to see.

What they see will greatly influence the decisions

they make for you,

for your products and services,

and for your company.


Practice presentation skills

Sales presentations need to be tight,

professional and complete to every detail,

no matter how small.

About 80% of the value of your product or service

– provided the potential customer is interested

– will be demonstrated by the quality

of the presentation itself.

If your presentation is long,

without focus,

your product will not attract customers.

If your presentation is concise,


and logically approached,

your audience will assume that your products,

services, and company are just

as well-structured and effective.

A professional presentation can increase the value of goods

while reducing bargaining at low prices.


Please the people around

Everything around you should also always be kept clean,

orderly and exudes success and prosperity.

When customers come to your company,

they must immediately have the feeling

that this is a successful company.

Everything should be clean

and in its rightful place.

In our advanced training programs,

we teach successful businesses

how to change their image in the eyes of customers.

The results our students achieve are often astounding.

Recently two entrepreneurs complained that,

although they were very successful in attracting potential customers

to their offer,

the customers then left

and never returned.

These very smart people have worked tirelessly to improve

and improve their presentations,

but to no avail.

What they’re doing, or not doing,

has pretty much taken over their careers.


Upgrade your office

I found out that they started out as a family business.

When they decided to separate from their family,

they rented an expensive office

and equipped them with state-of-the-art equipment.

But just as I don’t know how to dress like a businessman,

they also don’t know the layout of their office.

No one gave them advice

so their office looked very cheap

and like second hand.

The customer’s initial impression of the office is

that it is only a second-class office

and the company has a small capital.

Regardless of how cheerful and friendly they are,

clients cannot ignore the negative effects

of the office appearance on the subconscious.

Customers leaving and never returning is the inevitable result.


Act now

Our training is held every 3 months.

When these entrepreneurs understood the importance

of the external image of the office,

they decided to redecorate the entire office.

They bought new equipment,

new doormats,

hung art, installed professional music systems

and always had fresh flowers in the living room

and implemented all their ideas.

When they returned to class after 90 days,

they were very happy.

Their sales success rate jumped from 5% to 50%

and sales and profits tripled.

They were completely amazed at the effect an attractive

and well-designed office had on their clients.

They have received countless compliments

from new customers about the beauty of the office.

The expenses spent to redecorate,

they can recover within 30 days from the profits made.


Work on a clean desk

One of the office etiquette rules is

to keep your desk clean.

When you have a clean desk

and an organized office,

you will have the look of a successful person.

On the other hand,

when your desk is cluttered with all sorts of things,

you’ll seem disorganized and incompetent.

Based on that, the customer may conclude

that it is not safe to do business with you.

You should have only one object on your desk at any time,

the one you’re working on at the time.

Everything else you should keep in drawers,

cabinets or briefcases,

also put everything in a bag and pocket

under the foot or behind the chair.

Always keep the countertop clean.


Double your productivity

In 20 years of personal productivity

and time management,

I’ve found that people with organized desks are twice

as productive as those with messy desks.

When you work with an organized desk,

you focus much better.

People who work with a tidy desk are twice

as productive as those with a messy desk.

You always have to rearrange papers

and work on a messy desk,

you will spend a lot of time searching for everything.

Most of the time,

you just go back and forth and do errands.

Focusing on one thing is the key to high productivity,

and a clean,

organized desk is the secret to peak concentration.



When you look really professional,

properly dressed,

properly groomed,

and your presentation is tight and effective,

your customers will perceive your product as valuable,

well worth the money.

As customers’ trust in you

and your company increases,

there will be less bargaining.

Top companies, represented by top performers,

are more likely to charge higher prices

than second-rate competitors.


The way you look is the way you will become

To be successful, you must see yourself

as a truly professional in every way.

So treat yourself and your customers

as if you were one of the best-trained,

smartest people in the business.

Think of the behavior of an accountant

or a management consultant.

In each particular case,

these experts do not speak to you in any particular fashion,

but with a series of questions in a certain order.

They systematically seek out specific possibilities

and amounts of information from you.

And the more they focus on asking questions about yourself

and your situation,

the more confident you will become

when working with them.


Are you an international expert?

Imagine you are a salesman.

The more logical,


and coherent questions you ask your clients,

the more professional they will feel.

Doubt resistance decreases

and trust increases.

They will be more comfortable and open with you.

They realize you are there

to help them solve a problem to reach a goal.

Instead of turning their backs on them,

they start working with you.

Lead the conversation

Body language is also important in sales.

According to UCLA Psychologist Dr. Albert Mehrabian,

in a sales pitch,

about 55% of messages are communicated by body language,

38% by voice,

and only 7% by words.

We pay so much attention to our appearance

that we are often influenced by the most obvious message,

and this message is often expressed in body language.

As you walk, imagine your head swinging on a rope,

and keep your entire body upright.

You should breathe deeply,

shoulders back,

spine straight,

chin lifted and look straight ahead.

Walk, move healthy and confident.

Keep your pace,

don’t walk around along something.

Move quickly,

like you’re going to meet someone.

Thus, the whole impression of you will be a busy,



efficient and professional person.

Shake hands firmly and strongly

When you meet someone,

shake hands firmly and firmly.

This initial exposure also sometimes determines whether

or not you make a sale.

When you touch your hand,

customers will guess your personality.

With a firm,

strong handshake,

they’ll assume you’re a good person and,

more than that, you sell a good product.

Some of the salespeople

I met had weak

and nonchalant handshakes

as if they were cold arrogant people.

Others, especially women,

have a “half handshake,”

offering their fingers instead of the whole hand.

That shows you’re meeting a half-hearted person.

Not long ago, during a presentation,

a gentleman came up to me and asked

why he was having so many problems with his business.

He was very professional in making appointments

with clients over the phone,

but after the first meeting,

things didn’t work out.


There’s something you can’t hide

As soon as he shook hands,

I knew where the problem was.

He comes from India,

where people don’t shake hands

when they meet.

As a result, his customer handshake was weak

and indifferent.

With that handshake,

the customer immediately lost interest in him

and his product.

Until he met me,

no one had told him this.

He doesn’t realize that,


a firm handshake is the beginning of business in our culture,

and thinks shaking hands is just a formality,

with no meaning.

When he learned the importance of this act,

he began to learn to shake hands firmly

with everyone he met.

Later, he wrote to me and told me

that sales had increased significantly from the first week,

after he practiced this new skill.


How to address customers

Some people often write to the advice box asking

how to properly address a stranger,

whether to use “Nice to meet you” or “hello!”.

They get a reply,

saying “Hi!” that right.

Funny enough,

the reply added

that you didn’t use “Nice to meet you!”

because actually,

you still don’t know you have no pleasure.

When you meet a customer for the first time,

reach out your hand,

look them straight in the eye,

and say “Hi!”.

This initial contact is like the opening tee shot for a football game.

If done right,

it can go a long way in your sales career.


Sit up straight and look straight

When dealing with customers,

always sit across from them.

Sit with your back straight,

leaning slightly forward.

Focus your mind on the conversation.

You should act like a runner in a race,

just waiting for the opening shot.


in communication we are often influenced

by the body language of others.

With an upright sitting position,

lean forward slightly

and show interest in everything around you.

You have made the customer more interested and alert.

They will pay attention to you and your message.

Unconsciously, customers assume

that what you want to convey is important and valuable.

As a result,

customers will be more focused on you if you lean back

and relax during the conversation.


Make potential customers open

If the customer sits still and crosses his arms,

that’s not a good sign.

It could be because the room is too cold,

but in most cases,

this is a sign of disinterest.

A person with folded arms usually means

that their mind is closed everywhere.

Crossing arms is a sign language

that shows the blocking of information from the outside.

When they let go,

they are also opening up.

Make your customers stretch their arms.

Fortunately, this is very simple.

To make customers more open to your message,

start with a question.

If they’re uncomfortable with their arms crossed,

give him something like a catalog or a unit price

and ask them to do the math,

or ask them for a card.

Show your talent to get them to stretch their arms,

that will make them more open

and accepting of you and your message.


Use body language

Crossing your legs conveys a similar message.

When customers cross their legs,

it often means they are withholding their information.

If they cross their legs over their ankles,

it usually means they won’t tell you what’s necessary.

During the “mirror and imitation” process,

customers tend to imitate your gestures.

You should intentionally let go of your hand

and open your hand,

put your feet on the floor, do not cross your legs,

the customer will also have the same gesture.

When you sit slightly forward,

listening attentively to the customer,


smiling and listening,

the customer will behave similarly.

They will also start talking,

ask questions back,

and listen more attentively.


Minimize noise and interruptions

Humans can only focus on one thing at a time.

That’s why it’s important to minimize noise

and distractions when you’re talking to customers.

Try to keep the conversation uninterrupted.

If you’re meeting clients at their place

and there’s a lot going on around them,

ask to speak elsewhere:

“I just need about 10 minutes.

Is there a place where we can sit

and talk without being disturbed?”

You can rest assured

because most customers immediately agree with this.


Don’t let the communication get in the way

When you sit with your customers,

try to avoid barriers such as tables and chairs.

If the customer is sitting behind a chair,

ask them to sit at the same table

so you can show them what you brought.

I have never met a customer

who refused to get up and move

if the salesman asked them to politely and cheerfully.

When you sit close to your customers,

always have them sit on the left-hand side

so that when you turn the pages of your presentation,

they can follow it more easily.

When you ask them to move and if they agree,

they begin to accommodate your reasonable requests.

This gets you one step closer to requesting an order.


In-house sales

When selling in-house,

there are a few things you need to look out for.

First of all, never discuss selling in the living room.

Customers often do not discuss important business

or make family-related decisions in the living room.

The kitchen or the dining table are good places

to talk about important issues that affect them.

Even if you’ve been invited to sit in the living room,

for a change you should say,

“Why don’t we sit in the kitchen,

maybe it’s more comfortable?”

and stand up.

The fact that you stand up

and wait to be led into the kitchen has a very strong influence

and customers cannot resist.


Only sit when invited

Once you’re in the kitchen or dining room,

wait for them to show you where to sit.

Everyone has a favorite chair.

You need to make sure it’s not the chair you’re sitting in.

Once at the table,

do everything you can to maintain eye contact from both sides.

During the product conversation,

you and the customer should take turns speaking

so that both parties are fully engaged in the conversation.


Always be polite

Finally, when it comes to etiquette,

no matter where you are,

never forget to pay attention to your manners.

Always be polite,

courteous and attentive to customers and employees

with a spouse and with others in the company.

When you arrive at your business appointment,

always treat the receptionist with courtesy and consideration.

Treat people as if they were valuable and important,

as if they were a million-dollar customer or they will be.


Rewards for being kind to others

Perhaps the greatest reward of being kind to people is this:

Whenever you work to raise the self-esteem of others,

your self-esteem will increase accordingly.

When you are polite and respectful,

you will like and respect yourself more,

and also make others like and respect themselves more.

The more actively you practice these important,

guiding elements,

the stronger,


and confident you will be,

so the more sales you will make.



1. Everything has a price!

Or control everything a potential customer can see,

hear and feel, or plan ahead.

2. Imagine you are a sales PhD,

a senior executive,

all-round knowledge,

selling great products and services.

3. Dress up for the sake of success,

dress like the most successful

and highest earning gurus in your industry.

Dress in such a way

that the client can completely trust

when asking for advice.

4. Be polite to everyone you meet from receptionists to secretaries

and customers;

always be happy.

5. Exercise your mind before making each sale;

Be calm, optimistic and relaxed.

How you see yourself is how you will become.

6. Do everything you can to avoid noise or distractions

when you’re talking to your customers,

let them move if necessary,

so they can focus on you and your product.

7. Walk straight,

hold your head high,

shake hands firmly and confidently;

Present yourself as an expert in your field.

By imagining a goal,

you can get your subconscious to work

to turn those subconscious images into reality. – Magazine Success

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