Don Spini Teaches the Psychology of Sales in "Sixty Seconds to Yes" – Part 1

Don Spini Teaches The Psychology of Sales in Sixty Seconds to YesAs a follow-up to the intro post about Don Spini, his book “Sixty Seconds to Yes,” and sales influence, we’ll be bringing you a five-part series about the psychology of sales, as taught by Don Spini in his course, “Sixty Seconds to Yes.” Stay tuned and read on!

The Psychology of Sales starts with … a long car ride…

After a hectic and overbooked week, I hopped in my car with the one and only Drew Berman and took off to Framingham, MA to meet Don Spini and learn about the sales influence and the psychology of sales. Don is the author of “Sixty Seconds to Yes”, a book that describes the psychology of sales by focusing on the buyer, and makes some amazing observations about the sales process and sales influence. Don Spini was recommended to Drew and me as a do not miss speaker from some trusted friends, so we hit the highway, drove for three hours pontificating on the greatness of the Internet SEO techniques that we have been mastering lately, and talking about the Grand Plan. In our enthusiasm we almost missed the exit, as midnight rolled by.
We had very little real knowledge of what we were going to be learning that next day, but we had glanced at his book and had a good idea that something very different was going to come our way. Something that would have to do with the psychology of sales, not just a typical sales training event.
We met Don Spini as we approached the training room. Having discovered that there was a beauty pageant taking place up in the Grand Ballroom, I mentioned to Don that he had better be pretty darn interesting, since he had some major competition. We all laughed. My first impression of Don was that he is a very engaging and an easy man to get to know. I liked and trusted him immediately.
Drew and I, and about 20 other network marketing industry professionals and entrepreneurs, clustered toward the front of the room as Don began his presentation. The very first concept out of his mouth had me hooked. He said,

I have studied every great sales person and every book on sales techniques, as probably all of you have, and I have concluded that they don’t work. There is no evidence that the sales process or sales influence has any value whatsoever in making a sale.

That left me begging for more. I was like a dog salivating over a bone. It was amazing how quickly he had my complete attention, and this I consider to be my most precious and valuable commodity. My attention.
Don Spini went on to explain himself. He had spent years as a sales person in an organization that had offered to him the very best sales training, quota and time management, incentives, products, and all of the rest, and he had failed. He failed so miserably while trying to emulate all of the great sales people and practice their techniques that he ended up quitting sales and joining the LAPD. Wow! That is a big change. Would your rather face a potential buyer or a bullet?

The Psychology of Sales Start With Understanding The Buyer

One day while standing in a particular aisle of the grocery store (not while on duty), Don began to observe the process that people were going through when deciding upon buying a product. He realized that they all did the same thing he had just done. They all were scanning the products, then stopped, smiled and moved in, picked up the item, turned and read the labels, then made a final decision – in the cart or back on the shelf.
A light bulb went on in his head and he realized that he had been studying the wrong thing. He had been studying the sales process, of which he had already concluded that there is not a single one that works in acquiring a loyal and long-term customer, instead of studying the buying process. The psychology of sales actually starts by understanding the buyer! This is when the “Sixty Seconds to Yes” concept was born.
In his observations that day, and subsequent deep dive studies, Don Spini discovered that all people go through the same psychological process when choosing whether or not they are going to buy something. In reality, the “sales person” only gets in the way, and usually ends up blowing the deal, unless they intuitively have the gift of understanding the psychology of the buying process and working with it as part of the sales process.
Many extremely successful sales people have the gift of understanding the psychology of sales as being a study of the buying process, without being able to articulate it, or ever being aware of it as such, which is why they are ultimately so successful, but unable to replicate themselves. They are usually teaching the wrong process.
Profound, indeed, but this is just the beginning! There are 4 more parts waiting in the wings. Be sure to come back and read on!
From the office of Drew Berman, contributed by Seth Lefferts. Seth Lefferts is an entrepreneur, consultant and business owner. He has spent many years in the corporate environment and has discovered that there is a way out. He is now teaching how to utilize the skillset that it takes to break free and become your own boss, and how to realize your dreams. Learn more at www.DareToDreamNow.Us.

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Finally, be sure to continue reading the ongoing parts of this series about Don Spini and the psychology of sales!




  • Rieke July 20, 2011 at 3:10 am

    The article attracted my attention on Tribepro. Now, after having read it I agree with this statement:
    “Many extremely successful sales people have the gift of understanding the psychology of sales as being a study of the buying process, without being able to articulate it, or ever being aware of it as such, which is why they are ultimately so successful, but unable to replicate themselves. They are usually teaching the wrong process.”
    I am curious to read Part 2.

  • Louis Di Bianco July 22, 2011 at 8:56 pm

    Thanks for this insightful post. It is not only a powerful lesson on the secret of selling, it is also very engaging.