Mortgage Daily Logo
mortgage news from industry experts

Selling Sins

Selling Sins

FEAR Selling author Paul Borgese discusses 7 deadly selling sins

June 2, 2005


Understanding why people don’t buy instead of focusing on how “to sell” might be the key to a successful sales career, according to a new e-book that includes studies of more than 14,000 sales calls, buyer interviews, and a series of 27 surveys conducted over a three-year period.

FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs is the latest edition to the Business of FEAR book series written by sales trainer and consultant Paul Borgese, cofounder and executive director of The Sales Career Training Institute.

“The first thing you must do if you want to be successful in sales is understand why people don’t buy,” Borgese said in a recent press release. “In other words, you have to understand what their fears are.”

Borgese emphasized that “people” skills play a much more important role in a successful sales career rather than the traditional “technical business skills.”

Borgese has released a 47-page excerpt of the e-book called The 7 Deadly Sins of Selling, which he equates to the early Christian teachings; pride, sloth, gluttony, lust, anger, greed, and envy — all the “wrong things” to do when selling.

The book offers practical solutions to the barriers salespeople encounter on a daily basis including the trappings of the 7 deadly sins.

The first of these “sins” is pride. “Pride” can get in the way of a sale, Borgese said, when too much time is spent on developing a “flashy presentation” and not enough time is spent on understanding the client’s needs.

“Sloth” is defined as “the avoidance of physical or mental work,” according to the excerpt. Borgese said that a salesperson shouldn’t “blindly” follow a sales strategy; a personal strategy, what works for you, must be implemented for sales success.

Borgese said that a salesperson needs to be aggressive, but added that a relationship must be built slowly to gain trust and also to avoid “gluttony” — trying to sell too much too soon.

“Lust” as defined by the book is “an excessive desire to gratify the senses.” In other words, Borgese said, “Sell based on prospect-centered relevant benefits and fears instead of cutesy, flashy ad campaigns.

“Anger,” which can often lead to failure, the book said, affects attitude; and a positive attitude is necessary for long-term sales success.

“Greed” is easily recognized by others and can affect relationships with prospective clients when trying to sell them on the product or service without regard to whether or not it fills their needs or solves their problem. “Stop thinking of yourself as a salesperson,” Borgese said. “You are a trusted advisor.”

Sales “envy” is defined by the book as “blindly following the masses instead of leading through differentiation.” Borgese explains that one person’s method of success may not be right for another and that the strategies taught do not always apply to everyone.

A salesperson can only follow general guidelines and then use what works for them. “In order to sound credible in front of your prospect — which is one of the keys to FEAR Selling,” the author concluded, “you must find your own voice.”

Paula Parisot is a freelance writer for In addition to 4 years’ journalism experience at other news publications, Paula has worked in the mortgage industry. Email Paula at:

Popular posts

How Long Does It Take to Refinance a Mortgage
How Long Does It Take to Refinance a Mortgage

So, you’re interested in refinancing your mortgage. Maybe you want some extra capital to do that home project you’ve always dreamed of, interest rates are nearing record lows, or you want to start consolidating debt. Regardless of the motivation behind the refinance,...

How Does Refinancing a Mortgage Work
How Does Refinancing a Mortgage Work

A home purchase is considered an investment, and a robust one at that. Savvy owners are constantly looking for new ways to reduce debt, save money, pay less in interest, and ultimately build equity. Refinancing is one way to leverage your investment and do just that....

What Does It Mean to Refinance Your Home
What Does It Mean to Refinance Your Home

You can think of refinancing your mortgage as a debt redo. Essentially, you’ll swap out the existing loan for a new one - ideally with better terms and conditions. Only this time it could help you save money on high mortgage payments, rather than just borrow it....

Setting up the Utilities in My New House
Setting up the Utilities in My New House

All the tedious, time-consuming home closing documents have been signed, sealed, and delivered. Your belongings are packed into what seems like a million boxes and you have a solid plan to haul all your existing furniture to the new place. Just as your boxes and...

When Is My First Mortgage Payment Due?
When Is My First Mortgage Payment Due?

Navigating your way through a brand new mortgage loan can be a difficult task, especially for first time homeowners. After handing over a large sum of money for the down payment and closing costs, it’s important to pay attention to the timing of your first mortgage...


Don’t worry, we don’t spam

calculate your monthly mortgage payment

Related Topics

Helpful Links

Daily mortgage rate trends

Best mortgage lenders

First-time homebuyers programs by state

Loan limits by state

Types of mortgages

APR vs interest rate

Understanding PMI

Related Posts