Review of The Joy of Selling
By PAULA PARISOT
2/10/2006

Finding pleasure in selling is one key to mastering the sales process, according to one sales book. Of the many ways to accomplish this, the book says, making the realization that "selling makes the world go round" is step one. Step two is to act like the successful salesperson one hopes to become until it becomes reality.

The Joy of Selling takes an in-depth look at the psychological factors involved in selling and how to overcome the emotional obstacles that most salespeople find detrimental to their career.

For example, author Steve Chandler points out that people are conditioned to communicate with their brain in "trying" terms which leads to just that -- trying, not succeeding.

"If I tell myself that I am going to try to make some sales calls on the phone this morning before going to lunch," Chandler writes, "my brain hears it as a completely different communication than if I say I am going to make four calls before lunch."

Stating the task clearly is more likely to get it finished.

Chandler recalls advice his former sales manager gave him regarding achievement and setting goals. "When we leave it to chance, it drops out of existence," the manager had explained. "When we track it, it finds reality. Sales go up."

Write down goals to be achieved, follow the plan and accept success as reality, even if it takes a little acting to do it.

If a salesperson wants to be the sales leader at the office, he or she has to act as if they already are, the book says. "Soon you are not acting any more, you are just being natural, in a happy zone, and success in business comes very easily to you."

When a client calls, no matter the situation, act as if that person is the most important person in the world, Chandler explains. "Don't wait until they become really important, because then you are in for a long wait."

Chandler also explains why some salespeople fail to plan and end up wasting too much time problem solving. "We don't plan because planning doesn't feel like problem-solving," he writes. "It feels like we are ignoring our problems."

And when a problem does arise, he advises, focus on the "desired outcome" -- not the problem.

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