The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Your Income Level Locks In
Here is another interesting point. A salesperson may start off at the bottom
and work his way up over a period of several years, eventually earning more
than $100,000 a year. But then the economy goes south, the industry retracts or
shuts down, and he has to start over with a different company selling a different
product. How much do you think he earns in the following year? Answer: more
than $100,000.
Why is this? Because he already has a self-concept as a $100,000-a-year
salesperson; no matter what happens on the outside, he will always find a way to
earn $100,000 or more.
You’ve read stories of senior executives with large corporations who are
earning more than a million dollars a year. For some reason, they lose their jobs.
Then, a couple of months later, you read or hear about them and learn that they
are working for another company and still earning more than a million dollars a
year. The fact is, once a person is a million-dollar-a-year person, no one would
think of offering him or her less. It is all a matter of self-concept.
The Key Result Areas of Selling
In selling, there are seven key result areas, or KRAs. These KRAs are like the
digits in a telephone number. You must dial each of them in sequence if you
want to get through and make a sale. Your performance and effectiveness in
each of these key result areas determine your overall success and the height of
your income.
These seven key result areas are prospecting, building rapport, identifying
needs, presenting, answering objections, closing the sale, and getting resales
and referrals. Your self-concept in each of these seven areas determines your
performance in these areas, as well as your overall income level.
Fortunately, everyone who is good in any one of these areas was once poor at
it. Every professional in the top 10 percent started in the bottom 10 percent. The
good news is that, if you can drive a car or operate a cell phone, you can become
excellent in each of these seven critical skills. It is simply a matter of learning
and practice.

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and practice.
If you have a poor self-concept with regard to any particular sales activity,
you will avoid that activity whenever possible. But the only reason that you fear
taking action in a particular skill area is because you are not good at it—yet. You
have not yet mastered the skill. If you are not good at something, you will make
mistakes. You will feel awkward, angry and frustrated. It would be normal and
natural for you to avoid that activity.

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