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

The Reactor Core of Your Self-Concept
The most important discovery of all in self-concept psychology is the central
role of your self-esteem. Your self-esteem is best defined as “how much you like
yourself.” How much you like yourself is the critical determining factor of your
personality and of everything that happens to you.
The degree to which you like yourself in any area is the key determinant of
your performance and effectiveness in that area. It determines how much money
you make, how you dress, how well you get along with other people, how much
you sell, and the quality of your life.
A person who really likes himself or herself has high self-esteem and
therefore a positive self-concept. When you really like yourself in a particular
role, you perform at your best in that role.
The more you like yourself, the more you like other people. The more you like
other people, the more they like you in return. The more you like your

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other people, the more they like you in return. The more you like your
customers, the more your customers like you, and the more willing they are to
buy from you and to recommend you to their friends.
High-self-esteem people meet and marry other high-self-esteem people. High-
self-esteem parents raise high-self-esteem children. High-self- esteem bosses
build high-self-esteem salespeople and employees. High-self-esteem men and
women set higher standards for themselves and practice higher levels of self-
discipline. They have better friendships and get along better with the people they
meet. They are generally happier and more fulfilled than people who don’t like
themselves very much.
Self-Esteem and Sales Performance
The more you like yourself in prospecting, building rapport, identifying needs,
presenting your product or service, answering objections, closing the sale, and
getting resales and referrals, the better you will be in each of these areas.
A person who doesn’t like himself or feels badly about himself in a particular
area performs poorly in that area. Low-self-esteem salespeople who don’t like
themselves, don’t like other people very much either. As a result, they have a
hard time building high-quality relationships with customers. For some reason,
customers don’t particularly like or trust them and prefer to buy from someone
else.
How much you like yourself is the key determinant of your success in sales
and of your income. As a matter of fact, it determines how successful you are in
every part of your life.

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