Business Tips on Sales by Spencer Johnson

A series of Business Tips from the book:   The One Minute $ales Person by One Minute Sales PersonSpencer Johnson

The ‘Wonderful Paradox’; I have more fun and enjoy more financial success when I stop trying to get what I want and start helping other people get what they want
Spencer Johnson

I read this book right after it first came out 12 years ago, and I find the information and tips are still as pertinent today as it was for me 12 years ago!

When a sales person decides to stop forcing their products down a perspective’s throat, the better the chance to sell to them.

Look first, at what the buyer needs. Buyers and store managers want to improve their bottom line and you may have just the item to help them. BUT, you need to come from THEIR perspective rather than your own. Once you help them get what they want, you will get what you want.

Sounds easy! It is!!


Whenever I am successful, I know I have chosen, consciously or unconsciously, to use the positive thoughts that created my success.
— Spencer Johnson

I am a big believer in positive thoughts. Using positive thoughts in your business is not a hocus-pocus method of business. I truly believe that you create your success by believing it first.

If you go into a sales presentation feeling positive and successful, you will create that in your mind and it will show in your mannerisms, what you say, and how you respond to your potential buyers.

On the other hand, if you think you are going to fail, you will!!

Think about all the passion and care you put into what you do and create. Does that transfer into some level of success? That successful feeling transfers into everything you do, if you let it!


When I want to remember how to sell, I simply recall how I — and other people — like to buy.
— Spencer Johnson

When I first read this, I was reminded of the late night car salesman TV ads. Remember the loud mouthed guy with the wonderful deal you cannot refuse!

Or how about the pushing salespeople of the past who tried to tell you that you looked good in an outfit that your friends hated on you (one of the reasons I got out of fashion retailing!).

How do you like to buy? Maybe have the product demonstrated? Have an ‘expert’ tell you the benefits of a certain item?

What about timing? Do you like a salesperson giving their sales pitch when you don’t have time to talk to them? Or do you like to be listened too FIRST and then sold?

Remember how YOU like to be sold before you start your sales presentation!


People don’t buy our services, products, or ideas. They buy how they imagine using them will make them feel.
— Spencer Johnson

How did you feel when you wanted to buy your new first car? Did you imagine the freedom of being able to drive in style? Did you feel the luxurious interior and seats? Did you enjoy knowing that you were behind the wheel of a perfectly running machine? Could you smell that ‘new car smell’ and feel the newness of the stirring wheel? How did you feel?

Okay, back to reality!! I wanted to let you experience why we, as a people, buy. Of course, we NEED to buy some things, but most purchases are emotional decision — which is true for store buyers as it is for consumers. We buy because we can imagine how we or our customers will feel with this new widget they just bought.

When developing a new product, visualize how this will make your customers feel when they use this item. Keep these feelings in mind when you design your product, when you write your sales materials and when you give a sales presentation.


I help myself realize my sales goals by catching myself doing something RIGHT!
— Spencer Johnson

How often do we really catch ourselves doing something RIGHT? I don’t know about you, but I catch myself doing something WRONG more times than I would like to admit. I tend to be overly critical of myself. But does that help me do better? NOPE!

When was the last time we took pride in something we did right — in our lives, our relationships or our business.

I find when I start looking for the good things — the accomplishments I have made — it motivates me to continue to make more positive or right decisions. I can reach my goals (sales or other goals) faster when I focus on what works rather than what did not work — unless, that is, I see where I can improve on what did not work.

How about you? Do you build on your success?


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