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Stephanie Melone

Tracy Paper
Tracy describes successful sales people as, they are happy, optimistic, positive, and
friendly, relaxed, and seem to be in complete control of themselves and their lives (25).
Through analysis of Tracys text Advanced Selling Strategies I will discuss the content and
concepts which include: psychology of selling, the development of personal power, personal
strategic planning for the sales professional, the heart of the sale, the profession of selling,
motivating people to buy, influencing the buying decision, prospecting, and closing while
addressing how these concepts interrelate connect and influence each other, as well as, provide
strengths and weaknesses of Tracys text, and include how I incorporated some of Tracys
advanced selling strategies with my experience in selling tickets for the Dubuque Fighting
Saints.
Fully 80 percent of your success as a salesperson will be determined by your attitude
and only 20 percent by your aptitude (Tracy 27). Tracy discusses the psychology of selling and
how important it is, to successful sales people. Ones self concept plays a key role in the
psychology of selling. Self-concept is a bundle of ones beliefs about themselves and the world.
There are three parts to self-concept: self-image, self-ideal, and self-esteem. Self-image could be
considered the most important aspect of ones self-concept because it is how an individual sees
themselves or in other words, an inner mirror. Ones behavior will reflect how they view
themselves on the inside. Self-ideal is the combination of the qualities from others and how they
compare and relate these qualities to their own self. An example for the purpose of self-ideal are
individuals role model and mocking the actions (based off their qualities and values.) Selfesteem can be demonstrated by the confidence of ones self. However, these three parts of self-

concept are all interrelated and influence one another. If an individuals self-image aligns with
their self-ideal this individual is more likely to have a higher level of self-esteem. The reverse
applies as well. Tracy provides self-image modification which include 7 ways of renewing the
mind. These include: see yourself as self-employed (confidence, responsibility), see yourself as a
consultant (knowledgeable about the product/forming and maintain relationships), Doctor of
selling (using the same method of selling over and over again), strategic thinker (dont make any
moves unless planned out ahead of time), getting the job done (focus on empathy and ambition
yet important to be result oriented), being the best (high ambition, taking risks, highly
competitive), and golden rule (do to others what you want to be done to yourself). These 7 steps
of renewing the mind are all ways to improve self-image. Ultimately, these seven steps address
responsibility, confidence, loyalty, and comfort levels.
Selling in hard work. It is one of the most difficult jobs in our economy (Tracy 52).
Tracy continues to discuss how a positive mental attitude and positive optimism towards life can
have a great effect on an individuals earned living (53). Decisions must be made when thinking
about the future and where one wants to be and their goals. Achieving upward mobility in which
to have a long term perspective. One important concept is a continuous mental exercise. There
are various ways one can practice mental exercise: healthy habits, positive talk, positive
development, positive mind food, positive imaging, positive action, and positive people. Yet, one
can also follow a mental rehearsal before selling. These steps include: think about a recent
successful sale, deep breathes and close eyes, visualize desired outcome, affirmative statement,
and convince youre subconscious that you have already made a successful sales call (get the
feeling). Yet, there are a number of mental laws which include: law of accumulation, law of
compensation, the great law, law of control, law of belief, law of concentration, law of attraction,

and law of correspondence. These all laws have separate rules and guidelines. Yet, they are
similar in the idea that one must take responsibility for themselves, and there is always a positive
or negative consequence based on the action or even thought of an individual when trying to
make a sale. These even relates to, as I discussed before, self-esteem in which establishing
motivation will increase self-esteem. However, setting goals and objectives and reaching these
goals is a huge aspect in increasing self-esteem and developing personal power. Tracy discusses
strategic planning in chapter 3 which that relates to goal setting and objectives.
Personal strategic planning is the process you use to attain your goals and achieve your
objectives. It is the vehicle that takes you from wherever you are to wherever you want to go
(85). As mentioned before, personal strategic planning involves a process that is used to attain
goals and achieve objectives. Earlier, we discussed the three parts of self-concept. Another way
to measure to self-concept is by ones values and visions. The first step in strategic planning is to
determine what you stand for. In other words determine your values. Examples of values include;
honesty, passion, and intelligence. Once one identifies their values they can then develop a
vision. A vision determines who you are and where youre going in life. Another important part
of strategic planning is mission statements. Mission statements can be used for individuals
(personal mission statement) or organizations and companies (professional mission statement.)
Mission statements are not written in the present tense and they define the kind of person one
wants to become, or who they want to be known as to their clients. Zero-based thinking is the
practice in which everything as to be justified. An example is: knowing what you know now,
would you do it again? Overall, strategic planning can be made simple by a simple phrase
GOSPA: Goals, objectives, strategies, plans, and activities. Ultimately, strategic planning can be
derived from a situation analysis which identifies where you are and what you are doing in the

moment. As mentioned before, it helps you interlink the past, present, and future and how they
affect each other more clearly.
For the customer to buy your particular product or service, he or she must be convinced
not only that it is the best choice of product or service available but also there is no better way
for him to spend the equivalent sum of money that is cost ( Tracy 119). Tracy discusses the
heart of the sale and how to effectively sell to a customer. One key step he included was active
listening and to follow the 70/30 rule which means a salesperson should listen 70% of the time
and talk 30% of the time. This relates to building and maintaining a relationship with customers.
The new model of selling consists of 40% building trust, 30% identifying needs, 20% presenting
solutions, and 10% closing. Whereas, the old model was 10% building trust, 20% identifying
needs, 30% presenting solutions, and 40% closing. Therefore, you can see that earning a client
trust is one tactic to building a relationship with customers. There are laws put in place so that
salesperson cannot falsely advertise their product. These are identified as fraudulent
misrepresentation, and misrepresentation. Therefore, building relationships is related to being the
motivator which is discussed in chapters 6 and 7.
There are specific steps and tactics that motivate and influence people to buy a specific
product or service. The two main motivations for people to buy are primary and secondary
motivation. Primary is the basic reasons why one would buy anything: An example is a customer
buying glasses so they can see. However, secondary motivation is the reasons purchase a specific
product. An example would be buying a specific pair of glasses because they look good on them.
However, there are also non-motivators that are the aspects of a service that are expected:
quality, value, service, and price. Going beyond this is important to have customers coming back.
An example discussed in class was at a basketball game, there was good service however, the

one thing that suck out was the halftime show and this is what made the game most memorable.
In chapter 5 we discussed the 70/30 rule, and in chapter 7 Tracy discusses how an average person
talks 125-words a minute, yet thinks 500-600. Therefore, let the customer talk and telling is not
selling. In chapter 5 we also discussed building trust. In chapter 7, Tracy discusses motivators
and how the seller is the motivator. Therefore, the motivator must be knowledgeable,
experienced, listen, have good body language, and listen carefully. However, before one can be
the motivator they must identify their prospect.
Before you do anything, you have to do something else first (Tracy 254). In order to
sell a product or a service you must identify a prospect. Some sources of these prospects include:
newspapers, yellow pages, business publications, trade publications, chambers of commerce,
referrals, and cold calls. There are 7 vital elements that are characterized as a Golden Prospect:
pressing need for the exact/product/service, clear cost-benefit relationship, positive attitude
toward you/company, large sale is possible, center of influence multiplier effect, financially
sound, or close to your office. As discussed earlier identifying a customers needs is essential to
the new model of selling. Tracy continues to support this by differentiating an amateur and a
professional sales person. An amateur will respond to characteristics of the products whereas, a
professional focuses on the specific goal of the prospect. Identifying characteristics and
demographics is important in identifying customers and relating them to one another. The
importance of why a customer buys a product is another important aspect. There are two main
reasons: tangible benefits and intangible benefits. Tracy discusses selling group sales and
sponsorships and discusses the first meeting and how quick people are to judge. This is why
making a favorable impression is important. As discussed earlier, the salesperson is the
motivator. This is when body language, language, appropriate dress, and touch (handshakes) are

crucial in selling. However, once one identifies their prospects and follow specific rules in
selling they still must have a successful closing to be successful.
Tracy uses golf to describe selling and ultimately, closing, you drive for show, but you
putt for dough (353). Tracy discusses objections vs. conditions. Objection is question in which
there is a logical answer. Condition is a genuine reason as to why the customer is not able to buy
the product or service. However, the salesperson is to show the customer their condition does
have a logical answer. First of all, a salesperson should always address an objection before it
even happens. There are multiple closing techniques that help the customer make the purchase:
invitational, directive, alternative, secondary, authorization, and order sheet. Avoiding objections
are a huge part of closing and lead to a successful sale.
Tracys text provides many strengths. Tracy applies every step of selling and how to
address sales blocks. I believe the biggest take away, and what I believe to be the most important
is having confidence. When an individual has confidence it can take them very far, not only in
sales, but whatever it is they are doing. Tracy providing multiple steps in how to get this
confidence is crucial. As I discussed earlier Tracy provided a mental rehearsal. I think these steps
will not work for everyone. The mental rehearsal steps he provided are a good guideline. Yet,
every individual is different and what helps their mental game may be different. Tracy discussed,
convincing the customer they want or need the product. I believe this to be very important.
However, Tracy should make an emphasis that you do not want to let the customer know that
you are trying to convince them. One of the easiest I thought was following the new model of
selling and building trust and forming relationships with customers. I believed this to be easier
because it is just talking to people, and acknowledging that you are helping them in their best
interest. One of the hardest steps in making a sell I believe to be closing. Closing can be difficult

because you are wrapping everything up, and avoiding objections. Addressing objections or
excuses before they happen can be difficult as well. Therefore, having a conversation and
learning about their needs is important. Ultimately, Tracy provided many techniques. As I
mentioned throughout the paper these techniques are all interrelated and connected in some
means. Some of these especially are values and the 3 parts of self-concept. However, all of
Tracys techniques went back to taking responsibility for oneself, having a strong mental game
by aligning values with self-image.
I went through selling strategies when selling Dubuque Fighting Saints tickets. At first I
lacked confidence. However, once following some of Tracys steps I was able to become more
successful. Tracy discusses specific prospects. The first set of prospects were cold calls I was
unsuccessful in these, I got voicemail every single time I called. This didnt give me the
opportunity to actually have a conversation on the phone. However, after making a call I left a
voicemail and sent an email and was able to sell one. I identified a prospect through personal
relationships and was able to sell another ticker. Tracy provides many steps in selling and if to
follow these steps, one will be successful in sales.
Tracy describes successful sales people as, they are happy, optimistic, positive, and
friendly, relaxed, and seem to be in complete control of themselves and their lives (25).
Through a series of strategies Tracy provides steps in becoming a successful salesperson.

Reference
Tracy, B. (1995), Advanced Selling Strategies. New York: Simon & Schuster.