1) The document discusses using positive self-talk and visualization to program one's subconscious mind for success in sales. It argues the subconscious acts like a goal-seeking mechanism that can be programmed for success or failure based on the mental images fed into it. 2) It recommends visualizing daily goals being achieved smoothly and seeing oneself as a successful salesperson to positively reinforce the mind. This conditions the nervous system to perform according to these imagined self-concepts. 3) By appealing to buyers' emotions and desired benefits rather than just features, salespeople can activate buyers' goal-seeking mechanisms subconsciously and automatically, leading to more sales. Regular positive self-programming is key to utilizing "psych

1. Psychic Reclssutcrnce
in-Selling
byDonaldRussell
RussellandAssociates
SalesA{arketingConsultants
Wehaveallheardaboutthepowerofaposi-
tivementalattitude.Thewayinwhichwe
succeedisenabledbyourownselfimageand
thegoalsforwhichwestrive.Almostn0goal
clnberttainedilweallownegativitlto
becomepaftofourpsyche,Recentstudies
haveshowthatthesubconsciousmindisnot
reallyamindatall,butratherasen'omecha-
nism--agoalstrivingmechanism.Itcanbe
eirheragoolseeftlngmechanismwherewepro-
gramitwithsuccess,ora.failtu'emechanismif
weprogramnegativegoals.Asasenomecha-
nismbetweenthenerr,oussystemandthebrain,
itisimpersonalandreactsinamachine-like
mannertothedatafedintoit. Eachofusis
capableofprogramming0u subconscioust0a
positive,goal-achievingpsyche.Theprerequi-
sitefbrutilizingpsychicreassuranceinselling
istheabilitytoapplyittoourselvesfirst.
Motrvationisadiscipline,Itmustbepracticed
daily,sinrilartophysicalexercise,strivingto
overcomeboundanesandself-imposed
limtations.
Tryprogrammingyourmindwithpositive
reinforcementeachmoming.Imaginehow
successfulyouwillbetodat'.Seeyourself
attainingyourdailygoalseasilyandsmoothly.
" Ginsen{. BeePollen" GoldenSeaI
n Echinaces" Ginger . Gott.tKola
u Valerian, Ma Hunng o Sunn
I o BeAt Yr:urOptimunlFerformance.,.
ffeAt YourOptirnunrlleaith
"TonorroitisHealthTodny-Naturally"
ilERBALC0NNt$t0l'ts
Debbiejohnson-Harris
(714)552-1948
actuallyenjoyingsmalltaskswhrchusedtobe
monotonousorburdensome.Envisionyourself
asasuccessful,respectedsalesperson,sales
manager.etc.
Ahumanbeingalwaysacts,feelsandper-
fbrmsinaccordancewithwhatheorshe
imaginestobetrueaboutthemselvesandtheir
environment.Yournenroussystemcannotdif-
ferentiatebetweenanimcrginedexperienceand
arca1experience.Themostsuccessfulprofes-
sionalshaveallrealizedthetremendouspower
ofthesubconscious/psychicnirndinreaching
goals.
Numerousstudieshaveshownthat90-95
percentofapospectsreasonsforpurchasing
areemotional.Therefore.itisourjobnotto
sellfetrturcs,butrathertosellthebeneftsthose
f'eaturesprovide.Whendoneeffectively,your
at generatingfavorableimagesinthemrndsof
yourprospects.Thrspsychicreassuranceacti-
l'atesyourbuyer'sgoal-seekingsenomechan-
ism.whichautomaticallyandsubconsciously
strivest0attainthefavorableemotionalobject
withitsrealorimaginedbenefitsatisfyrng
attributes.Inotherwords,anothergoodsale,a
iobwelldone.I
I{OfiAEBUILPERSCOUNCIL NEWSMAGAZINC FALL'94