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Environment, Appearance Enhance Sales Skills

Book review of The Psychology of Selling

November 5, 2007


photo of Paula Parisot
Paula Parisot

Confidence, personal organization and a pleasant environment are all pieces of the successful selling puzzle, according to the latest sales book reviewed by MortgageDaily.com.

The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible addresses the mental side of selling and buying and the emotions that guide the decisions surrounding the process.

Be sure to address the elements of the environment when selling, author Brian Tracy said in the 220-page paperback book.

A successful salesperson knows that what they control -- their appearance, voice and attitude -- is just as important as the environment around them.

"If you look good, your voice is clear and confident, and your attitude is calm and optimistic, the initial impact of your presence will make a positive impression on the prospect," he says.

Attire is an influential factor in forming the opinion of a salesperson.

"When you are well dressed and groomed, the customer unconsciously assumes that you come from a good company and that your product or service is of good quality," Tracy writes. "I have noticed that the best-dressed salespeople are always the ones making the most money in their fields."

And controlling the attitude is just a matter of using mental rehearsal techniques, such as simply telling oneself, "I'm the best!" before meeting with a prospect, Tracy suggests.

"The suggestive influence of a calm, confident, relaxed salesperson is very powerful," Tracy writes. "This is why the most successful salespeople are usually those who are the most tranquil and easygoing."

In regards to the voice, one can assure a strong and clear one by practicing their presentation aloud in front of a mirror, he suggests.

One caveat to remember, however, is the body talks louder than the voice, according to a UCLA study cited in the book. The message conveyed in a sales conversation is 55 percent body language, 38 percent tone of voice, and only 7 percent in the words used.

Positive body language includes keeping arms unfolded with hands open, feet flat on the floor ankles uncrossed, while leaning forward listening intently and responding with a smile or nod when appropriate, he says.

Tracy says to walk and move with strength and confidence, raise the chin and look straight ahead, shake hands firmly and fully, and always face the prospect directly.

Other environmental factors include keeping pleasant surroundings.

For example, if the room temperature is five degrees colder or hotter than the normal 70 degrees, the prospect could be distracted, Tracy says.

review and buy book

Surroundings should always be clean and orderly. This emanates success, he says, and adds that he has found "people who work from a clean desk are two to three times as productive as those who work from a cluttered desk."

When all of these elements are taken into consideration and addressed successfully, the customer gets the unconscious feeling that the salesperson is selling a valuable product that is worth every penny charged, he says.

"As the customer's confidence in you and your company increases, his or her price resistance declines," Tracy says. "First-class companies, represented by first-class people, find it much easier to charge higher prices than their second-rate competitors."


Successful Sales Start Inside
Successful salespeople start every day with internal statements of motivation, according to a new sales book reviewed by MortgageDaily.com. They picture the fruits of their success and maintain high self esteem.

Paula Parisot is a MortgageDaily.com feature reporter and a blogger at CloserBlog.com who has also worked in the mortgage industry.

e-mail Paula at: [email protected]

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