Name - Amol Shinde

Roll no – M2022173
Sub - Sales Management
Topic - CCE-1 Book Review

1) Book Description:

Early in his sales career, world-renowned sales expert Brian Tracy couldn't find a way to overcome
that simple five-word objection and close the sale. Then he discovered a technique that worked.

Since that breakthrough many years ago, Tracy has meticulously studied and collected the best of
the best in sales-closing techniques. Now, in The Art of Closing the Sale, he shares this wealth of
knowledge that has already helped more than one million people maximize their sales results.

No matter how eloquent or passionate a salesperson you may be, no matter how friendly your
smile or likable your personality, if you can't close the sale, your efforts yield nothing.

The Art of Closing the Sale teaches the learnable skills that anyone can use to transform the sales
process into a consistent win. This book is an absolute must-read for every sales professional
seeking to boost their career and create a future of success.

2) Author:-

Brian Tracy is one of the world’s top sales trainers, with over half a million salespeople in over
500 companies having learned his techniques. He has authored 26 books and has produced over
300 audio and video programs. His works have been sold in over 38 countries and translated into
more than 20 languages.

It is a book recommended for everyone that needs practical guidance towards better results. Some
of the titles he authored are Successful Selling, Mastering Your Time, Get Paid More and
Promoted Faster, and Eat That Frog!
3) Summary:-

Brian Tracey says that confidence in your sales skills will make you more aggressive in
prospecting and will give you a higher self-esteem, because you know you can do what it takes to
close the sale, you will feel like a winner most of the times.

1) You’re Self Employed

He says no matter where you are employed, you should always consider yourself as self-employed,
you are the president of your own company.

2) Work On Your Emotional Intelligence

A person with empathy will try to put himself in the shoes of the other person to see what he feels.
Empathy requires a long term thinking, and Brian Tracey says that a balance between ambition
and empathy is what you should strive for.

3) Write Down All Lessons Learned

Notice that it’s “what can you different” and not “what you did wrong”.

By focusing on the positives and on what you can do different you program into your subconscious
mind the best behavior -like having a totally new interaction- and they’ll be ready at your disposal
on the next call. The focus of these calls is not necessarily to sell but to get face to face time with
prospects and tell them about your product or services, and without focusing on sales it’s even
possible you will make sales more easily.

4) Sales KPIs

The Art of Closing the Sale goes into the major skills needed for selling.

Any weakness in one of these areas will hold you back. And if you keep improving in each one of
them, you’ll quickly get to the top.

1. Prospecting
2. Establishing trust and rapport
3. Identify customers’ problems and needs
 4. Present your product as the ideal solution
5. Answering objections and concerns
6. Getting agreement to proceed
7. Obtain resales and referrals

5) Take Charge of Your Life

The biggest mistake you can make is to ever think that you work for anyone but yourself. From
the time you take your first job until the day you retire, you are self-employed. You are the
president of your own entrepreneurial corporation, selling your services into the marketplace at
the highest price possible.

You have only one employee—yourself. Your job is to sell the highest quality and quantity of your
services throughout your working life. So be aggressive about learning and training. Take all the
training you can get. and keep on upgrading your knowledge.

Every new skill you learn is an investment in your own future.

6) PSYCHOLOGY OF CLOSING

6 major requirements to close: -

1. Positive, enthusiastic and eager to close the sales: emotions are contagious
2. prospect requirements must be clear to you -as a result of asking questions –
3. the prospect must understand your product and its value for him
4. prospect must believe and trust you (and have faith your company will deliver)
5. the prospect must desire and want what you’re selling
6. the product must be suited for your customer

7) Ask for Referrals

Always ask for a referral. One way is to visit each year customers of yours to make sure they
are happy and then asking for a referral.
Learnings

 In Sales personality is more important than product knowledge and sales skill it decides 80%
of sales success.
 The biggest single obstacle to great success in selling is your ability to get a prospect to take
action.
 The more time you invest in understanding your customer, the more probable it is that we will
make the sale. It is important to listen carefully and ask a good question.
 We must see ourselves as bosses working for our entrepreneurial corporation.
 Be prepared for the hard work and always accept responsibility for our actions than giving
excuses. And don’t waste time and make every minute count.
 Product, Price, market, or the competition is not something that holds back a person from
becoming a good salesperson but fear of asking a closing question.
 If we as a salesperson are not interested in the product, we will never be able to sell it, we have
to believe that our product is excellent. We must choose the product we will like to sell which
will be compatible with our personality.
 It is important that we are not bluffing and sharing the truth and are honest while doing sales.
Mind map: -

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have positive Brain Tracy responsibility
attitude. for actions

Personality
Use creativity, determines
select prospect of sales
Give good
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reason how to
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handle
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