CHAPTER 4The Psychology of Selling
Selling is all about communication, and communication is all about psychology. In this chapter we will look at how we communicate with each other, which is what we are doing when we are buying and selling. How do we use psychology in our communication and relationships with people? What psychological strategies can we use to help us sell people the products they need? We also need to analyse your psychological approach to selling and discover whether you actually like selling. You need to like selling, which means you need to like your product and know that people need it. Until you believe you are selling a product to people who genuinely need it you are probably not going to enjoy selling it to them.
The Sales Mindset
The main reason why most people don't make money in business is because they simply don't like selling. This is usually because they don't like being sold to. If you don't like being sold to, then you won't like selling to others. But think about it for a moment: why you don't like being sold to? Usually it's because someone is trying to sell you a product you don't need. When someone is selling you a product that you need, you don't mind them selling to you.
You have to get around any hang‐ups about selling if you want to have a successful business. Whether you are selling yourself or your products, you have to enjoy the process of selling; you have to believe that who you are and what you have are of value to others. You ...