I argue that Brian Tracy is and will be known as one of the most influential figures and authorities on the subject of sales, in history. And he became an authority on the subject of sales because he was an exceptional student of sales.
Through decades of experience, Brian Tracy shares some of his best knowledge in “The Psychology of Selling.” The book includes ideas and wisdom such as::
+ Minor tweaks such as words to say or actions to take to enhance your sales techniques that can have a massive impact. Remember that even minor improvements in skill can have an exponential impact.
+ Activities that will drastically improve your productivity and motivation so that you can constantly perform as a top-notch salesman to deliver more value to your boss, your customers, and therefore earn more for you and your family.
+ Expert knowledge on sales, what sales means, how sales works, why certain sales methods succeed and others fail, becoming more valuable within your organization, how to learn from the best, and so much more…
I have just barely scratched the surface on how the information provided in “The Psychology of Selling” can help you and your business.
Even if you are not a salesperson, learning the techniques will be valuable for your career because everybody sells. Everybody buys something. Even if you do not like being sold, you are being sold (or motivated to buy) every moment you watch television, walk down the street, surf the internet, or a friend or family member wants to go on an adventure with you.
Wouldn’t it be great to at least have an idea of how it all works?
Even if you are an administrator who enters data, a surgeon, or parent or young adult who wants to build a better future, this book can be valuable to you.
Again, small actions and additions of knowledge can create massive shifts in your life. Even improving one thing per day (and most of us can learn more than one thing per day), or taking the challenge of improving something by 1% every day, you can have massive improvements every year. Either 365 new things learned, or a +3700% personal improvement over 365 days if you go the percentage route.
Now imagine if you focused all of that energy into understanding “The Psychology of Selling” and how this affects just about every area of the economy. And to be able to use the ideas in “The Psychology of Selling” for your own career.
Some people might be scared of the word selling maybe because of the “old school methods”. But don’t worry, to build a long-lasting career like Brian Tracy requires tremendous integrity of information. Unscrupulous people have not built careers like Tracy who preserved his knowledge through his lectures and books.
And any true salesperson knows that everyone today is smarter than they were 20, 10, 5, even 1 year ago! Things that worked yesterday will not work today. And every good salesperson knows that sales are not about convincing or tricking people. It is about doing your very best to help a customer get what they want or need in the most effective way possible. And yes, sometimes your customer is your boss or company you work for too.
So when you take a read into “The Psychology of Selling” you are learning some of the greatest ethical sales methods every established in history.
But there are two caveats with “The Psychology of Selling.”
One, that it is a bit outdated in the sense that sales have changed, and at least a good handful of savvy businesspeople have learned about some of the strategies proposed by Brian Tracy. As a matter of fact, just to be competitively even, you may want to know the ideas in ‘The Psychology of Selling.”
The second caveat is most millennials, younger generations, or introverts probably won’t want to read “The Psychology of Selling” it because they hear about the great opportunities as being in online marketing.
Most millennials and future generations are going to hear about advertising online, making money from home, and selling as a form of writing or e=mail or social media marketing as opposed to the face to face and door to door interactions of the past. They might never have to experience a face-to-face rejection in the future and still be able to build a successful business.
But the fact is, even for those people who are not in face-to-face sales, knowing the techniques is still important, especially if you plan on growing your business. Plus, if you want to “stand out” in the future, having the knowledge in “The Psychology of Selling” will be valuable when others are over-knowledgeable about marketing and under-knowledgeable about selling.
And in terms of dating (timewise, not relationship-wise) the material, Brian Tracy even created a course called “21st Century Sales Training” which addresses the issues that some more traditional tactics need to be adapted for the future. While he does not specify which ones, I imagine some of the ideas in “The Psychology of Selling” could be re-worked, but there are still many great fundamentals. And for all those reasons, I give “The Psychology of Selling” a 4/5.
P.S. Don’t just think about “The Psychology of Selling” as a book on selling. Brian Tracy also shares many ideas on personal development, and how to be more persuasive which can be useful no matter where you work or what age you are.