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Marketing Bookshelf: The Psychology of Selling

April 1, 2021

Marketing Bookshelf

The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible

By Sarah Zane

In “The Psychology of Selling,” author Brian Tracy walks marketers and novices through everything they need to know to become masters at their trade.

Author Brian Tracy says that sales and marketing are not an inborn talent. In fact, he adds that anyone can succeed at the craft of selling if they put their mind to the task. In The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible, Tracy walks marketers and novices through everything they need to know to become masters at their trade.

Here are the three primary lessons you’ll learn in The Psychology of Selling:

Lesson 1: Focus on improving in seven key areas for optimal success. 

According to Tracy, there are seven key result areas, or KRAs, that marketers must focus on to improve their game:

  • Prospecting
  • Building rapport
  • Identifying needs
  • Presenting
  • Answering objections
  • Closing the sale
  • Getting resales and referrals

The best way to achieve this, he writes, is to work on strengthening self-perception in these areas. Tracy says self-perception is powerful enough to influence behavior, and it can be a simple, yet effective way for marketers to maximize their efforts and see greater results.

Do you see yourself as a master in the KRAs? Work on improving your self-perception in these areas to directly impact your performance.

Lesson 2: Never stop learning.

Learning is never over. The most successful people in life are always hungry to broaden their knowledge and deepen their understanding of the world. This is especially true for marketers. There’s a wealth of information out there on the art of marketing, on podcasts, websites and in books. The successful marketer is constantly picking up more information, learning new insights and enriching their knowledge base in their craft.

As a credit union marketer, you can bring this lesson home by committing to learn one new marketing strategy or idea each day.

Lesson 3: Increase sales by asking the right questions.

When trying to sell a service or product, focus on the prospect, not the product. Ask the prospect about their personal needs. How would this product or service improve their life? How would it solve a problem they have? Once you’ve gained an understanding of their needs, adjust your pitch accordingly.

By incorporating the three lessons in The Psychology of Selling, anyone can be an outstanding marketer.