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Sales Training Series: The Psychology of Selling

Last friday marked the one month anniversary of my new, improved website. It’s been a truly fantastic month of connecting with new friends and clients, all over the world. The stats are in, the ROI has been measured and I’m declaring it a victory!

To celebrate, I’m giving away free (very valuable) stuff! To you! I’m also kicking off a breakthrough blog series on the Psychology of Selling. Free stuff and sales – somehow all connected. Read on to find out what it’s all about…

I love sales. I genuinely enjoy the process of selling face to face, on the phone, by email or through clever web copy. Before I began my entrepreneurial career, I worked as a successful sales rep in a competitive B2B market.

These days, I sell directly to (and generate 90% of my income from) the corporate market. I use a formula (which you’ll soon receive, free) to ensure I convert 100% of appointments I attend to five figure consultancy gigs.

I’ve studied the science and art of sales then blended my knowledge of human psychology into the mix. I’ve researched the formula required to have another human make a buying decision – happily on their part and ethically on yours. All in all, I like to think of myself as a sales expert!

You MUST become a sales expert too!

The ability to sell skillfully is critical for absolutely everybody. I’d normally say “for every type of entrepreneur” but sales is something we all need to master. When most folks think of sales, they picture direct, face-to-face fast talking sleaze balls. The dreaded second hand car salesmen comes to mind. It’s a major turn off.

My first point, to challenge that oh-so-common “I don’t need to know how to sell” assumption, is this:

As an entrepreneur, even if you don’t sell direct or face-to-face, you do sell somehow. Otherwise, you wouldn’t be making any money. Your sales might be online and rely on your copywriting skills to make the pitch – maybe you sell over the phone. Do you ever respond to email enquiries about your products or services? That’d be sales too.

Regardless of format, you’re a sales person.

Second point, for the people who aren’t even in business or are determined to remain resolutely “against” sales as a matter of personal philosophy:

Even if you don’t have a product or service… you’re in sales. Every time you try to convince someone that you are right, you’re selling an idea.

Sales is communication with purpose.

Bloggers – sell us your expertise and we’ll give you our dollars, attention and admiration.

Teachers – we rely on you to sell ideas and the importance of learning with such conviction that our kids make it through 10+ years of school without any “buyers remorse”.

Artists – sell us your philosophy, your views on the world and your ideology. We’ll buy your work for the idea it represents, but you’ll need to convince us first.

Parents – you are in sales. Your competitor is the drug dealer and a whole team of sales reps from “the wrong crowd”. Are you certain you have the skills to successfully pitch your child the benefits of choosing a life of ambition and drive… while they shop around elsewhere for instant gratification?

Corporate employees – do you want the secret to a successful career? Master the skills to successfully sell the benefits of project you’re involved in. Sell your boss on the ROI of every action you take. Be a sales person within the business and you’ll be banking commissions for life.

This list could go on. Everyone is in sales. You are in sales.

If you’ve ever tried to convince, persuade or pitch someone of anything, you’re a sales person. No money necessarily has to change hands, but I promise you that successful sales will create rewards in your life.

So, how good at selling are you?

This blog series is designed to equip you with absolutely everything you need to become a master salesperson.

Good stuff coming up!


Over the next four weeks I’ll be publishing juicy, detailed posts that give you the secrets to fast track your sales results. In as little as four weeks you’ll be a smooth talking pitch-master with game-changing integrity to boot.

You’ll learn detailed specifics on the Art of Instant Rapport. You’ll master the yin and yang of sales – Emotion vs Logic. You’ll become skilled in the Science of Leverage.

Sound good? All that is nothing compared to the reports, worksheets and guides that I’ll be mailing out exclusively to my blog subscribers over the month. These resources will never again be offered free… so grab them while you can!

The best part? It’s all absolutely free – but you only get the extra resources if you subscribe by email.

But wait, there’s more! (isn’t there always?)


On top of free, valuable, practical info that rewards my loyal subscribers, I’m running a crazy competition. At the end of the month, I’ll give away:

1st Prize:

  • An entire month of my 1on1 “Entrepreneur Shrink Gold Package” consulting service (valued at $1199)
  • Two hours of rockstar email biz/sales consulting with web marketing genius James Chartrand (valued at $500)
  • A free copy of my ebook Demystify your Fear (great for overcoming sales reluctance)

2nd Prize:

  • A week long 1on1 power-consult on your business’s sales strategy with me (valued at $435)
  • One hour email biz/sales consulting with web marketing genius James Chartrand (valued at $250)
  • A free copy of my ebook Demystify your Fear (perfect for smashing sales self-sabotage)

3rd Prize:

  • A free copy of my ebook Demystify your Fear

Why am I doing this? I could be crazy. James Chartrand thinks I am – it took quite a bit of persuading to get her on board for this. Luckily I’m an expert salesperson eh? πŸ˜‰

Simply put, I’m so jazzed about the success my site has enjoyed so far, that I want to give something back and grow at the same time.

How can you enter to win?

  1. Sign up to receive blog updates by email. You need to do this anyway to get the bonus material that’s coming up. If you’re already signed up, skip this step.
  2. Tweet each post in this series. Include the hashtag #salepsych and join the conversation. I’ll be hanging out on twitter this month and focusing on answering your questions about Sales Psychology.
  3. Comment on each post in this series. This is where the ultimate winners will be determined. Each post will wrap up with a poignant question or two. All you have to do is post an answer. Quality and insight wins.

The best interaction will be rewarded! I’ll pick winners based on the quality and frequency of their interaction through twitter and the blog comments. My big goal is to share some tactics of extraordinary value, create discussion and expand my circle of web-influence as I do so.

So go sign up for email updates right away – use the form at the top right of this page or click here. You will receive the bonus material over the upcoming month.

Get out on twitter and spread the word about this series and the competition. Feel free to chat and ask any questions – aside from timezone funkiness, I’ll be around to help.

And, finally, leave a comment (click through to the site if you’re reading this in a feed or email) with the answer to the following question:

Why do you want to master sales psychology?


+ Add Comment
  1. Its about time someone like you enter the blogsphere. I’m looking forward to the series Peter. Count me in!

    Sales psychology is something I’ve been studying and applying in my consultancy. While others think its trickery, I think its pure strategy and an element that must be mastered.

    Just like you mentioned above, if you want to sale your expertise you must understand human psychology.

  2. Hey Peter,

    This sounds like a really interesting and helpful series. I want to master sales psychology because I know that understanding how people think and what motivates them to take action is valuable far beyond getting them to buy something.

    If I can understand what makes people buy things, and why they take action on those impulses, I will be better at creating a product/service that is appealing at a psychological level. Learning why people take action on certain messages, out of the hundreds of inputs they receive each day, it a fascinating topic. Thanks for doing this!

    1. Heya Justin, thanks for the comment. If your goal is to create a service or product from scratch, thinking about the psychology of the pitch this early on in the process is a really, really smart move.

  3. Whoo boy! Christmas seems to have come around a lot early this year and Santa Claus seems to be very generous this time. Or maybe we have been extra good kids. Then again, you really might be crazy but this is the kind of crazy that we all like.

    Mastering sales psychology, as you said is all about getting messages across and also understanding the needs of the customers. Sometimes that message will have something physical attached to it and I will exchange it for money and sometimes it will be an idea that I will give away for free. But the underlying fact is that when I sell I have a responsibility to deliver what I promise and ensure that my message benefits the customer.Without a grounding in sales psychology I could be very well pushing anvils at bee-keepers. That will be a great dis-service to blacksmiths, bee-keepers and myself.

    Congratulations on your first successful month.

  4. After years of trying to use psychology, NLP, and other “magic tricks” to “make” customers buy stuff, it is starting to dawn on me that I need to persuade them of the value of the product or service I am promoting and leave it to them to make the correct decision for their situation.

    I know that is probably blindingly obvious to a lot of folks in the sales and persuasion business, but that’s because you have marched down this path earlier than I.

    I’m looking forward to any and all insights you deside to share πŸ˜‰

    1. This is a really fascinating comment John. Partly, I agree with you: The secret to business success is to develop products/services that are SO awesome they barely need any kind of a “pitch”.

      BUT, people also don’t know what they need. Most consumers can’t visualize solutions to their problems… because if they could, they wouldn’t have the problem any more!

      Enter the salesperson…. who’s primary job is to draw attention to the problem, then produce the revolutionary solution with a flourish!

      (I better shut up now, I’m getting waaay ahead of myself. Stay tuned for the next post in the series!) πŸ˜‰

  5. I’m very, very much looking forward to this series. I know a lot about sales psychology, but I also know you have even more aces up your sleeve and you can teach me the tricks.

    Plus, yes, I think you’re crazy, but you were damned determined. Stubborn fool. πŸ˜‰

  6. Thanks for this great offer Peter! I spent almost 10 years in a high pressure sales environment (where I excelled but ultimately left burnt out because I’m a bit too nice…) Hoping you can bridge that gap I need between giving it away, helping others, providing content, and making the sale! Looking forward to the series!

    1. High pressure sales can be exhausting Nanci… I don’t blame for leaving as I did the same thing. The autonomy of my own business was a much more exciting prospect!

      This series will give you everything you need to be a master of selling… and nice. The two don’t have to be mutually exclusive, you know πŸ™‚

  7. Sounds like a lot of fun!

    I’m always looking for new tools for communicating; the phone has seen it’s day and I’m excited to learn new information to mix with the new collaboration techniques available.

    I use to have my entire deal closed over the phone before I ever met the customer; now to use new techniques and psychology

    Thank you for the opportunity!

    1. Hey Gary,
      Different formats of sales is definitely something I’ll be including in future posts. It’s funny though, how the technology might change… but the principals stay the same

  8. Peter,
    I agree sales is communication with purpose. Whether you call it sales or building relationships, I believe its making a deep connection with the other person. You have to make the connection first in order to build trust to make a sale.

    I am eager to master the sales psychology online, and curious to know how to overcome the disadvantage of non-verbal cues. When you are face-to-face or over the phone, I believe two-way conversation, body language and voice tone are advantages to adjust the way you are communicating your message and ensure you make a sale.

    I would believe knowing the behavior of your client online by analyzing data will assist in presenting a powerful message that connects.


    P.S. – I have never been in an official sales title position, and selling online is new to me. I am excited for the valuable blog series. I love the prizes.

    1. Hi Marcy, thanks for the comment πŸ™‚

      I think you’re spot on about connection – there’s gonna be a whole article on creating “instant rapport” coming up in the near future.

  9. I’m definitely looking forward to the series.

    I gotta tell ya, the bit about the parents hit me hard. It’s something I know is true, but it still hits me when I think about it. Of course, I’m always interested in making sales fo money too πŸ™‚

    1. I shall send you my youngest, who has absolutely mastered “how to get what I want” and also specialized in “legal negotiation for 5 year olds” with a little “discover the power of looking innocent.”

      Trust me. I need all the sales psychology I can get.

      1. Peter and James: Maybe your wee one can be a junior adviser. You are absolutely right. There is no more convincing sales person than a young child. My 16 month old granddaughter just learned how to throw her body on the floor when she wants something. Peter, this is a tough crowd.

        1. Ah, and the fun times begin…

          I think you’re absolutely right, though. Peter DOES need a junior advisor, and I’m MORE than happy to hire out mine to him for a very handsome fee.

          Alternatively, if he agrees to adopt her, I’ll waive the fee, provide food, clothing and child support, and spend my days sympathizing with his woes while having drinks from my peaceful island in Tahiti.

  10. Marcy wins! Well, if it was up to me she would:-). She got it all in her comment. Sales is communication with purpose. Sales is building relationships. Selling online vs. face to face is an important consideration. And she included a P.S., critical to attention getting copy.

    Personally, thinking of sales as the meaningful communication, exchange of ideas and conversion which exist in ANY relationship is what got me out of the “fast talking sleaze balls” mind set. If sales is getting my mother to try frozen yogurt just once because I know she’ll love it, well, hell I can do THAT!

    Thanks, Peter, looking forward to this series.


    P.S. And Marcy didn’t make any spelling mistakes – my personal pet peeve!

    1. lol carole! That is the *best* example of unconventional selling I’ve heard yet! I’m totally going to steal that for my next presentation on this topic… mmkay? πŸ˜›

      I just remembered that I once dated someone who hardly ever ate “unusual” foods… and boy, I worked hard as a sales rep for Sushi! Totally worked too!

    2. Thank you Carole!
      P.S. I love your site. You have a beautiful gift and talent. I will refer my mom to your site. She loves to draw.

  11. Well Pete,

    Great post, great promise, great prizes. Hmm, as I am on the brink of leaving my phone sales position I wonder if it is worth hanging in there for the series that will turn me into a phone sales Jedi!
    I am currently a phone sales flunky… I really enjoy connecting with the customer and finding out about them. But that does not convert into sales at the efficiency rate for me to secure my position. So…

    Anyway, this is really a quick note to say how proud we are of you and your amazing work to date. Pete, YOU ROCK! Love learning and growing in the people/relationship business. Particularly love the ‘broadness of the applications’ of your writing.

    Ciao for now, Bonny

    1. Hey Bonny, don’t forget that sales skills will serve you for life… No matter what biz you’re in.

      Thanks for stopping by the blog – when I slow down a bit, I’ll be coming out to visit you guys. It’s been too long πŸ™‚

  12. Hey, Peter – the contest sounds like a fun way to build traffic to your gorgeous new site. Consulting with you would be a rich prize in itself, but throwing James into the prize is a wonderful bonus.

    As for why I want to master sales psychology – well, maybe it will help me with my toughest sell. Myself.

    I still find myself doing more self-sabotage than I’d like, and caring a little too much about other people’s approval instead of my own. Improving my ability to sell can only improve the effectiveness of my self-talk. That’s my theory, anyhow!

    P.S. I proofread carefully, Carole, but I can’t draw at all. Your work is beautiful.

    1. Hi Karilee, I think you’ve got a good point… Self confidence is one thing, but building up skills so you’ve got a foundation of strength to be confident in… Is even better!

      Thanks for stopping by πŸ™‚

  13. I’m in, as long as your sales techniques doesn’t involve us having to eat sushi. πŸ˜‰

    I suck at deliberate sales. I can ‘sell’ to my husband no problem, but that’s not going to work for anyone else out there….

    I don’t want to be seen as a sleazy, pushy salesperson, however I still want to get the value across. We all have to eat and pay the mortgage, and sales is what does that.

  14. Hey Peter,

    I have to say I’m amazed by your content quality and experience – it’s pretty darn unique and fabulous!

    Why do you want to master sales psychology? Very intriguing mindset question! I would say it’s both far more effective and rewarding to be a ‘master’ of everything that’s necessary in this world.

    Mastering sales psychology has far greater implications than just extra $$s in the bank; it also allows us to master our own universe as well as influence and persuade others in our circle of influence. This is a positive thing of course (no deception involved – well, not much anyway).

    I always try to look at the converse scenario; i.e what would happen if we’re not the master? Then it becomes very clear – all successful and influential businesses, people, religions etc.. are built on sales mastery in some type of form – hence increasing our sales skills and knowledge of human psychology is the key to any type of success in life.

    Hmmm, only set out to write 2-3 lines – you know what it’s like!

    Look forward to your generous and valuable content in the near future.


  15. Hi Peter.

    Beautiful blog you got over here, love the colors and everything! Okay, do I win? LOL

    Seriously though, why do I want to master the psychology of sales? Because:

    A) I have a product most bloggers need but they don’t know it…. yet. And I seem to have a hard time convincing them to buy.

    B) I like to taking control of my own destiny and not working for someone else and build their assets, I want to build mine with each moment I work.

    Looks like an awesome series, Peter. Thanks.

  16. Hells to the yeah! You’re totally my new favorite person, Peter, so I am absolutely digging this.

    The first time I ever got a sales lesson was from one of my mentors, Michael. We did some role playing where I rolled my eyes every 5 minutes because he’d ask me to say something I thought was “corny.” Then of course I tried his techniques. I changed my Twitter bio from “social media consultant for authors” to “helping authors sell boatloads of books using social media” (a line that used to make me gag). Ever since that change I haven’t looked back. I’ve gone from a dozen followers a week to over 20 every day. Sales is important and I’m slowly learning that there are ways to do this in a non-sleazy way. That said, there’s so much more I need to learn and am already having fun soaking up your juicy knowledge – so I WANT IN.

    You’ll reward me cuz I’m about to be an honorary Kiwi, right? RIGHT?! Yeaaah, that’s what I thought πŸ˜‰

    1. P.S. You should reformat your Twitter button so it shortens the link AND links back to your Twitter profile. Unsolicited advice, but I think it will make your social media tactics easier πŸ˜‰


    2. Hey Marian! Kiwis do win extra awesome-points in my book πŸ˜‰

      It’s great that you’ve already tried on some “salesy” stuff and had good results… I promise all the stuff I have to share here will be totally doable and un-icky too!

      Stay tuned

  17. I don’t just want to master sales psychology, I need to! I have an innate fear and resistance to sales. It has cost me a lot over the years. I’m slowly learning to overcome it, but I need more help. This statement in your post says its best: Sales is communication with purpose.

    I love how you broke this down into different sales situations. The “parents” one was especially poignant!

    This is great stuff!

  18. Your website is “Fly” Peter awesome content!! And I never would have hooked on the Mens with Pens/ Copyblogger site either if it weren’t for your connection. The writing is outstanding likewise on your site. The competition sounds irresistible and I have swayed (well not really she is blown away by your site) my 20 year old to get in there, scrub up learn and participate within your site. So totally enjoying the reading, no fluff and driven, very cool Peter! Too much πŸ™‚ (Kiwi saying everyone).

      1. Oh nice reply Pete, kapai, kapai, this website……whakahihiko,Today has been an extraordinary day Peter, last night I picked up & read through Seek & Destroy, why didn’t I read this the day it was unleashed?! You have NO idea Peter, what reading your work has done. I read it, and I will read it again, I highlighted, scribbled, commented to myself, talked to myself, questioned myself some more and some! I am hugely stubborn, but it has shifted, dramatically, and for the better, I can’t wait to fill you in! 2 words Thank You!

  19. Peter,

    I already know this is going to be a good series. Why? Because I cannot remember the last time I replied to a blog post and you sold me no problemo!

    I want to master sales psychology first and foremost to improve my freelance business.. My sales experience is actually in the negative! Working at a sleazy Dish Network authorized dealer as my only background gets you good at one thing: pushing people to give you information they don’t want to give and signing them up for something they don’t want to have. Obviously this isn’t going to work in landing me any website jobs, so you’ll definitely see me on the sidelines with my notebook and pen — how archaic huh? — through this series. I’ll also be throwing in my pennies to the pool of comments, oh ya!

    I have to agree with the other commenters: the bit you added about “selling” as a parent is pretty nifty, and with having a 15 month old, am excited to see what you have to say about that!



    P.S – I had to add in a P.S. after Carole’s comment but I hope my meager followers (used in the sense of quantity not quality πŸ˜‰ will not have an affect on me winning the contest.

    1. Ugh, can the magic wand of Men with Pens add an “Edit” button onto comments so I can fix that little typo?


      I blame that authorized dealer and their cramped cubicled call center :/.

      1. The magic wands can do anything!

        However, there’s a debate out there about the use of ‘edit’ features on comments. (Peter can edit yours from his dashboard, which I’m sure he’ll do.) The debate is that some people will come troll and flame, hit PUBLISH so that all commentators get the message and then delete it or make it look charming.

        “I never said that. What are you talking about?”

        Ugh. Dumb. But hey, some people get kicks out of that.

        1. While this is a design decision to be taken by both Peter and the Men with Pens I think maybe a system similar to that used in LinkedIn might be implemented- allocate a specific amount of time (say 15 minutes) after the Submit button is hit and the comment appears or goes into the Moderation queue. That way typos can be fixed or PSs can be added.

          The trolls won’t smell of roses, users won’t have to look bad with typos and Peter gets to sleep some more πŸ™‚

          However this is just an idea, I am not even sure if this is even possible in the comment system that is used here

          1. Sounds good… Although I’m loathe to edit Dave’s comment now since the subsequent conversation would lose contextual relevance a little πŸ˜‰

            That’s the problem with snoozing while all you folks on the other side of the world are commenting… So yeah, other systems could be good. Ill defer to the genius MenwithPens for advice on this matter.

      1. Hi Peter,
        I like that delay feature, in case you’d like to add or delete some of your thoughts, or fix typo or something.

  20. This is the most clear way I can put it: I want to become a Jedi and to understand the intricacies of the force. I want to use my powers for good and I want you to be my Yoda (and I do mean that in the most non-sexual manner possible).

    1. Heheh maybe it’s time to join πŸ˜‰ … Or just go tell a friend about what you’ve read here. Nothing wrong with spreading ideas the old fashioned way!

      (smoke signals for the win!)

  21. I’ll tell anyone who’s interested, but the point is that I want to win this. Now, I know for a fact that if I start twittering, I’ll never get anything done any longer…

    1. Martin, set a timer – just an ordinary kitchen timer, or your phone, anything – for just 15-30 minutes a day and go on twitter. The problem with twitter and facebook is that you get lost, you’re drawn in and before you know it you’ve lost hours. Set a timer and close it down when the timer goes off.

      If you’re going to build a business online then you’ll need to start using it.

      1. Facebook, I agree. Twitter, well….I guess I’ll succumb at some point. I’m a bit old-fashioned maybe, but I realize it’s inevitable.

  22. Sure enough. But, mr brains, I need to win the contest and learn how to make good money BEFORE I can afford a shrink.

    1. How about hiring a consultant like Peter *before* you learn how to make money so that you know you’ll actually have tactics and strategies that make sure you recoup the investment AND go on to make more money than would have been possible before?

      I see this problem often, by the way – it’s common. “I need to make money before I hire someone to help me have a better business.” I know budgets are really tight, but it’s more effective, faster, and more lucrative to get the advice FIRST.

      I tend to always hire consultants, because I know they’re there to help me make money the easier ways – and they do; it’s their job!

  23. Pingback: The Psychology Of Selling
  24. I would like to master sales psychology because I don’t know anything about it. I’ve been in the world of “abnormal psychology” and am starting to learn more about “positive psychology” but “sales psychology”?

    Plus, I was intrigued by your comment that “parents, teachers, bloggers and artists” are all really sales people. I believe it. But I REALLY don’t know how to create a product that would convert into dollars that cash in the bank.

    1. Hi Mary, thanks for joining the conversation.

      Before you can sell, you’ve got to figure out what you’re going to be selling! And that, as they say, is a whole other can o’ worms! πŸ˜‰

  25. I am excited about this series, Peter! I am so glad I found you and Men with Pens. I hope it will help me with creating my business on helping people build their mission in life.

  26. Peter this series is packed full of yummy goodness. I’ve specifically gained a lot from “Why people won;t pay your rates” and “Why referrals are all you’ll even need.” Excellent, just in the nick of time content that was a huge validation to my initial thoughts. Thanks!

  27. Peter, I stumbled upon Men with Pens then the link to your site. Have enjoyed content on both. I want to master sales psych because it’s essential in my biz. Also, want to move beyond “abundance” to action. Loved the “if it feels good do it, confront the fears” piece. All the best!

  28. Thank you so much Peter

    I’m just starting out in a new company selling financial products, I have done sales before as a way to get by when I did not have a stable job. I realized that I couldn’t live on limited income anymore. What I need isn’t just to make sales only but to understand my potential customers as well as provide for their needs.

    I am looking forward to getting help from you.

  29. Hello there, just became aware of your blog through Google, and found that it’s truly informative. I am going to watch out for brussels. I’ll appreciate if
    you continue this in future. A lot of people will be benefited from
    your writing. Cheers!

  30. I am researching psychology of selling for my direct sales business and stumbled onto your blog. I’m very intrigued by this blog and look forward to your tips and advice.

    Thank you


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