The Psychology of Selling

April 4, 2005
With his 300-odd video and audio courses (sales at one mil.), and 30 books, Tracy has built a strong motivational sales and marketing brand. This latest installment shapes pop psychological constructs to fit Tracy's existing paradigms: "Your subconscious does not think or decide. It merely obeys your mental commands." Tell that to Dr. Freud, one might retort, but the point here is not fidelity to psychology theory, but efficacy in getting readers to change the way they bring themselves to a sale. Visualization techniques, concrete sales advice and motivational pep talks make up chapters like "The Inner Game of Selling" and "The Power of Suggestion." The "Getting More Appointments" chapter recapitulates sound but Willy Lohman-esque advice like "Sidestep the Excuse" or "Don't Be Put Off"; the book as a whole feels familiar, but it's clearly organized. Even in Tracy's generic prose, the repackaged tried-and-trues will find their marks.