Derek Borthwick

Inside the Mind of Sales

33min

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Selling is not exclusive to the world of work and business: we are basically selling something every single time we try to convince anyone to do anything that can potentially solve a problem. This is why it can be extremely useful to do away with the negative image that is usually associated with the act of selling, and to learn to see it for what it really is: an important process that plays a role in all of our lives, an advanced way to communicate, and a chance to get to know people better. Not to mention a potentially very fulfilling career. Bringing together his knowledge of hypnosis, neuroscience, NLP (neuro linguistic programming) and marketing, in his book Inside the Mind of Sales, author Derek Borthwick aims to provide us with an empathic and effective sales method. The salesperson’s attitude is closely related to the method itself, which needs to be driven by a sincere curiosity to understand people and to help solve their problems, whenever and however you can.

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Analysis and key concepts

01.

Selling more requires a multidisciplinary and continuous method

02.

Selling has a negative image which it doesn’t deserve

03.

Our brain is made up of three different brains

04.

A good sale is based on a client’s map of reality

05.

Our limited attention span is a problem

06.

The power of the belief system

07.

An exercise to learn to control your state of mind to help you sell more

08.

A good sale is based on building a relationship: use mirroring to help you

09.

To get people to appreciate you, it is important to smile and show interest

10.

Selling is advanced communication

11.

The four important truths when it comes to selling

12.

Preparation and a well-rehearsed method are key to a successful first phone call

13.

To manage a face to face meeting, you must make the other person feel comfortable

14.

Ask questions to gather information that can help you to close the sale

15.

Create a sales funnel leveraging on your own strengths

16.

A good product pitch must be credible

17.

Use body language to understand your prospect’s disposition

18.

To close the deal, be prepared to manage your 5 biggest objections

19.

Space to negotiate opens up when the client has already made their decision

20.

Don’t ditch your customer after the sale

21.

Quotes

22.

Take-home message

01. Selling more requires a multidisciplinary and continuous method

Selling is a relationship between a buyer and a seller, that is, between human beings. So, it is only logical that a deep understanding of how people think and communicate their view of the world is essential to be able to sell successfully.

The starting principles begin with those of persuasion, but it certainly does not end there: selling is a process which brings together the key components from several different disciplines to provide the seller with a set of winning tools he or she can use to ensure success.

The most important part of the process that leads to making a purchase takes place in the buyer's mind, just below the level of conscious thought. This involves looking at the science of the unconscious, hypnosis, neuro linguistic programming, and neuroscience to literally transform the way you sell.

There is only one caveat: you don't learn everything at once, but you do need to apply a "growth plan" to your sales skills, as you gradually learn to take advantage of every new tool that is made available to you.

02. Selling has a negative image which it doesn’t deserve

03. Our brain is made up of three different brains

04. A good sale is based on a client’s map of reality

05. Our limited attention span is a problem

06. The power of the belief system

07. An exercise to learn to control your state of mind to help you sell more

08. A good sale is based on building a relationship: use mirroring to help you

09. To get people to appreciate you, it is important to smile and show interest

10. Selling is advanced communication

11. The four important truths when it comes to selling

12. Preparation and a well-rehearsed method are key to a successful first phone call

13. To manage a face to face meeting, you must make the other person feel comfortable

14. Ask questions to gather information that can help you to close the sale

15. Create a sales funnel leveraging on your own strengths

16. A good product pitch must be credible

17. Use body language to understand your prospect’s disposition

18. To close the deal, be prepared to manage your 5 biggest objections

19. Space to negotiate opens up when the client has already made their decision

20. Don’t ditch your customer after the sale

21. Quotes

22. Take-home message

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Many useful tips to:

Understand how the conscious and unconscious parts of the mind work.
Make the most of the functions of the mind to increase your sales.
Become a more capable, careful, and better performing salesperson.
Learn to “read” the person in front of you, especially in professional environments.

The author

Scottish born Derek Borthwick is a mind coach and experienced salesperson. With over thirty years of experience in the field of sales and marketing, he is passionate about the inner workings of the human mind, and is a qualified Master Practitioner in Neuro-Linguistic Programming, and these qualities form the basis for the information he provides in his book Inside the Mind of Sales. He is the creator of Power2Mind, a sales training method that brings together various sales disciplines.

Edition

Publishing house:

Independently published

Year:

2020

Pages:

222

ISBN:

979-8664092578