Book Summary: The Psychology of Selling

Brian Tracy didn't finish high school and lived in his car in his early twenties, working minimum pay jobs to make ends meet.

He asked himself a simple question one day as he sat in his car, tired from another hard day at work:

Why do some people seem to be more successful than others?

He discovered that while many others around him appeared to be making more money and living in nicer homes, they didn't appear to be any smarter or more skilled than he was.

He began looking for solutions after posing that query. Now comes the crucial phase. The next thing he did was put what he had learned from those successful people into practice.

That is all there is to it.

From the backseat of a vehicle, he embarked on a path that has seen him, counsel for over 1,000 businesses, deliver over 5,000 lectures and seminars across the world, and author over 45 books, many of which have gone on to become worldwide best-sellers.

Brian, it's safe to say, knows a thing or two about selling.

Today's challenge is for you. You're going to discover the 11 client demands you may appeal to improve your sales skills.

These skills alone will not take you from where you are now to where you want to be. However, implementing them intentionally to your life and business will.

So pick one of the consumer demands you're going to learn about and find out how you can use it to better sell your products or services right now. Don't put it off until tomorrow; find a way to use it right now.

Let's get this ball rolling.

Need #1: Money

A male becoming rich as he throws his money up in the air.

Everyone wishes for more money. They may associate diverse meanings with that money - for some, it may represent freedom, for others, a nicer house - but they all want more. It's amazing how few products or services connect to this fundamental need.

Need #2: Security

Everyone wants a sense of security in their lives. Everyone is eager to pay for solutions to make your prospects and customers feel more comfortable in their jobs, relationships, or money.

Consider this: when was the last time you heard someone complain about feeling too safe in any of those situations?

Alternatively, consider this: how can our product or service act as a kind of insurance for our clients?

Need #3: Being Liked

Almost everyone on the globe wants to be liked by others, including those who claim to be unconcerned by other people's opinions. They do, believe me.

You won't have any problem persuading your consumers to part with their hard-earned money. That is, if your product or service will assist them in acquiring the adoration of their friends, neighbors, and family members.

Need #4: Status and Prestige

Status and prestige are two needs that are connected to being liked. I understand that you are uninterested in this, but others are. Why are some individuals ready to pay hundreds, if not thousands, of dollars for a watch, for example?

It's not so they can keep track of time more accurately. It's so they can be seen wearing that costly watch, which tells others how successful they are without them having to say anything directly.

Are you improving your customers' prestige and status?

Need #5: Health and Fitness

A male running as a form of exercise to keep healthy. All people feel the need to look good and be healthy.

When was the last time you heard someone complain about how fantastic they feel or how nice they look? Never.

This is another one of those requirements where your product or service may satisfy an unquenchable need. Perhaps you've never considered your product or service in this light before, but it's possible that doing so will spark some fresh new ideas for you.

Need #6: Praise and Recognition

People like receiving comments and being acknowledged for their accomplishments.

Consider the last time you knew someone was complimenting you, even if you suspected they had ulterior intentions. What effect did it have on you? If you're anything like me, you'll think it's quite excellent.

So, how might your product or service assist your consumers in gaining greater attention and praise?

Need #7: Power, Influence, and Popularity

An influencer gaining thousands of likes as he jumps up in the air; calling himself the king of social media.

You'll have a hard time keeping up with demand if you show your consumers that your product or service will help them gain greater power, influence, or popularity.

This is extremely beneficial when selling to a B2B client, when your customer's authority, influence, and popularity are as valuable as gold to their careers.

Need #8: Leading the Field

Admit it; you want to be known as a trend-setter or a market leader. If not in your profession or work, then in another aspect of your life.

There are individuals out there right now who would buy your product or service if you could show them how it would help them build their reputation as the "next great thing" finder.

How are you encouraging your customers and prospects to feel like they're leaders when doing business with you?

Need #9: Love and Companionship

A couple having a picnic with their caravan at the back and the male playing the guitar. Everyone needs love and company.

Love and friendship, oh my. This will be a difficult one for the majority of you. You might not be able to relate your product or service to assist your consumers in finding their next partner.

However, it's possible that it's not as far-fetched as you believe.

In 2014, Inc. magazine released an article titled "6 Reasons Why LinkedIn Is The New Online Dating Site."

I bet you're not expecting this.

Need #10: Personal Growth

The personal development business is massive. You're reading this right now because you want to learn more and improve your skills.

This need is all about assisting your consumers in obtaining all of their other requirements as quickly as possible. The faster, the better, and the greater the amount they are ready to pay, the better.

What's even better than 8-minute abs? Abs you can get in 7 minutes.

It will be the simplest sell you've ever made if you can show your consumer the quickest route to becoming the person they want to be.

Need #11: Personal Transformation

A male riding on a bulb rocket to become someone greater.

Suppose personal growth teaches your clients how to become the person they want to be. In that case, personal transformation teaches them how to become someone greater than they ever imagined.

You're bringing a pistol to a knife battle if you can show how your product or service can change the course of your customer's life.

So I was mistaken a moment ago - this will be the simplest deal you've ever completed.

What are you going to do about it?

Right now, I'm certain of three things.

First and foremost, I recognize that nothing I've shared with you today is groundbreaking. This isn't the first time you've heard anything like this.

Second, I am confident that you are not addressing all of these requirements to improve your sales or entrepreneurial skills.

Third, I guarantee that the more you incorporate these requirements into your sales process, the better your outcomes.

Who knows, it could even result in a personal change.

Start now by identifying a need you haven't addressed and modifying your sales pitch to include it.

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