The Psychology of Salesmanship by William Walker Atkinson

The Psychology of Salesmanship by William Walker Atkinson offers a foundational analysis of selling, arguing that effective salesmanship is not a matter of chance or personal charisma alone, but rather a dedicated application of psychological science1. This text delves into the mental landscape of both the seller and the buyer, establishing a systematic, step-by-step approach to securing an order by guiding the customer through inevitable mental stages, from initial attention to final action2. Atkinson emphasizes that by mastering self-discipline, cultivating positive mental attributes, and understanding the buyer’s underlying motivations and temperaments, the salesman can turn the “haphazard, hit-or-miss” practice of selling into a predictable, successful endeavor3.

Who May Benefit from the Book

• Sales professionals and field agents.
• Advertising copywriters and marketers (Printed persuasion).
• Retail business owners (Store display and customer atmosphere).
• Students of applied psychology and human nature.
• Individuals seeking self-development and mastering personal Poise.

Top 3 Key Insights

1. Salesmanship is fundamentally a science of the mind; every step, from attracting attention to moving the will, depends entirely on established psychological principles.
2. The salesman must consciously build a powerful character defined by Self-Respect, Poise, and contagious Enthusiasm to overcome fear and project influence.
3. Buyers possess both a rational Voluntary Mind (“Hardfellow”) and an impulsive Involuntary Mind (“Easyboy”), and successful selling means targeting the feelings and desires of the latter.

4 More Lessons and Takeaways

1. A purchase follows ten distinct mental phases, meaning the salesman must tailor his presentation to align precisely with where the buyer is in that sequence.
2. Effective Pre-Approach minimizes fear by ensuring deep knowledge of both the goods and the customer’s specific habits and weaknesses (e.g., Acquisitiveness).
3. Objections should often be met using Indirect Resistance—agreeing with the customer on general points to avoid conflict, while focusing argument solely on the specific benefits of the product.
4. The final stage requires supplying a “motor cue” or subtle stimulus that releases the will, preventing the prospect from procrastinating after mentally deciding to buy.

The Book in 1 Sentence

Salesmanship is a sophisticated psychological science requiring the salesman to master his own mind and systematically guide the buyer through predictable mental processes to secure the order.

The Book Summary in 1 Minute

William Walker Atkinson declares that selling goods is a mental process governed by fixed psychological laws, requiring the salesman to become an expert on the human mind. Success hinges on two factors: the Mind of the Salesman and the Mind of the Buyer. The salesman must actively cultivate inner strength, realizing his core “I” to develop self-respect, poise, and magnetic enthusiasm, thereby overcoming fear. When studying the buyer, the salesman must identify their core temperament and specific faculties—especially selfish traits like Acquisitiveness or Approbativeness—to find a persuasive appeal. The sale proceeds through ten stages, moving from attention and curiosity to desire and deliberation. The salesman must use the Demonstration to appeal to the buyer’s Imagination, fostering desire by painting word pictures of profit or pleasure. Finally, the Closing demands the salesman recognize the critical “psychological moment,” apply a confident push, and use a “motor cue” to convert the buyer’s decision into immediate action.

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Chapter-wise Book Summary

CHAPTER I: Psychology in Business

“The entire process of selling goods, personally, or by means of advertising or display, is essentially a mental process depending upon the state of mind induced in the purchaser…”.

For many years, the word “psychology” was dismissed by the average businessman, often associated with the classroom, the soul, or “spookiness”. However, a significant shift occurred when the business world realized that psychology is simply the “science of the mind”. Atkinson asserts that the whole act of selling—whether through a personal pitch, advertising, or store display—is inherently a mental process predicated upon established psychological principles. To achieve sales, one must scientifically engage the customer’s mind by attracting attention, arousing interest, creating desire, and moving the will. Illustrations, such as the use of direct commands in advertising (e.g., “Uwanta Cracker”) and the power of associated ideas (like fashion trends being set by noted people) demonstrate how psychological principles operate constantly in business, whether the practitioner is aware of them or not. Thus, mastering sales requires studying human nature through the established scientific methods of psychology.

• Chapter Key Points:
  • Sales relies on inducing specific, predictable mental states.
  • Effective advertising uses psychological suggestion and repetition.
  • Ignoring psychology invalidates knowledge of the product itself.

CHAPTER II: The Mind of the Salesman

“Unless a man respects himself, he cannot expect others to respect him. He should build up his true individuality and respect it…”.

The sale is a result of the fusion between two minds: the Salesman’s and the Buyer’s. The salesman’s character, personality, and success are built upon his conscious realization of the central “I”—a changeless, permanent core that is master of all mental faculties. This understanding fosters Egoism, the realization of one’s inherent strength, and helps banish the fear and inferiority felt when approaching powerful individuals. Essential cultivated qualities include Self-Respect, which projects true dignity and independence, counteracting any cringing attitude. Poise is vital, acting as a “Mental Gyroscope” that maintains balance and self-mastery, ensuring the salesman is never “thrown off his balance”. Cheerfulness is a powerful magnet for success; the world prefers “Happy Jim” to “Gloomy Gus,” and this inner optimism must radiate outward. Finally, Politeness and Tact are rooted not in formal rules, but in an inner understanding of the customer’s viewpoint. The salesman’s physical carriage, such as holding the head high, also reinforces and reacts upon this desired mental attitude.

• Chapter Key Points:
  • Realizing the “I” provides master consciousness and strength.
  • Poise means maintaining mental control and equilibrium.
  • True politeness requires seeing the matter from the customer’s side.

CHAPTER III: The Mind of the Salesman (Continued)

“The very word ‘enthusiasm’ is inspiring—visualize it and let it incite you to its expression when you feel ‘dead'”.

This continuation explores the dynamic qualities a salesman must develop. Hope is presented as the threefold key of attainment: Earnest Desire, Confident Expectation, and Resolute Action, enabling the salesman to materialize ideals. Next is Enthusiasm, described as “inspired earnestness” and the active principle of “Personal Magnetism”. Enthusiasm, which engages the “soul” rather than just the intellect, is contagious and powerfully persuades others, as people want to be made to feel, not just think. Determination is a compound virtue including Combativeness, the barrier-breaking force of Destructiveness, the stability of Continuity (“stick-to-itiveness”), and the inherent tenacity of Firmness. The salesman must also exercise Secretiveness to protect plans, remembering that walls have “microphone, wireless telegraphic attachments”. While cultivating Acquisitiveness (desire for gain) to drive professional success, the salesman must restrain Approbativeness (love of praise), choosing to be an Individual who relies on self-made laws rather than reflecting the fleeting opinions of the crowd.

• Chapter Key Points:
  • Determination involves tenacity and fighting against obstacles.
  • Avoid revealing professional secrets, as “little birds” carry tales.
  • Develop Egoism (self-respect) while restraining Egotism (seeking praise).

CHAPTER IV: The Mind of the Buyer

“A faculty developed to excess is always a weak point which can be used by others who understand it”.

The buyer’s brain is the “board upon which the game is played”. The salesman must first analyze the buyer’s “Quality” (fineness or coarseness of mental make-up) and their dominant Temperament. The three core temperaments are: the Vital (loves physical comfort, impulsive, reached through selfish emotions), the Motive (strong, persistent, determined worker), and the Mental (nervous, intellectual, imaginative). A thorough knowledge of these generalized types gives the salesman a key to the buyer’s character. Furthermore, the buyer’s Selfish Faculties offer specific points of leverage. For instance, a buyer with high Acquisitiveness is interested only in profit or saving, while one high in Approbativeness is easily swayed by flattery and appreciation. The chapter introduces the critical concept of the two mental phases: the Voluntary Mind (Intellect and Will, personified as “Hardfellow”), which is cold and calculating; and the Involuntary Mind (Desire and Feeling, personified as “Easyboy”), which is impulsive, susceptible to suggestion, and seeks pleasure. The objective is often to bypass or distract “Hardfellow” to engage the more persuadable “Easyboy”.

• Chapter Key Points:
  • Temperaments (Vital, Motive, Mental) dictate the buyer’s natural inclinations.
  • Appeal to an acquisitive buyer using only arguments of gain or saving.
  • The Involuntary Mind is the impulsive “Easyboy” whom salesmen often target.

CHAPTER V: The Mind of the Buyer (Continued)

“If you can fit your case to some of their established prejudices, for or against, you have won your battle, for their quality of stability will then be employed in your favor instead of against it”.

This chapter categorizes specific buyer reactions based on their dominant faculties. Buyers high in Firmness (Decision) are stubborn “stone walls” that cannot be driven. To sell them, the salesman must present a proposition from a new angle, allowing them to save face and believe the new point “alters the matter entirely”. Those with high Continuity are conservative and instinctively distrust entirely new things, preferring products framed as “old established” or “respectable”. The Religio-Moral Faculties (Conscientiousness, Hope, Benevolence) influence buyers through appeals to honesty, optimism, or sympathy. Specific archetypes require tactical shifts: the Argumentive Buyer should be allowed minor victories; the Conceited Buyer (high Approbativeness) should be given liberal “soft soap”; and the Dignified Buyer (high Self Esteem) must be shown respect and allowed to feel superior. For the Intelligent Buyer (who uses logic), all trickery and emotional appeals must be dropped in favor of “straight from the shoulder” facts and figures.

• Chapter Key Points:
  • Appeal to Continuity by framing new ideas as extensions of old traditions.
  • An Argumentive Buyer often sacrifices judgment for the pride of combat.
  • Always acknowledge a highly esteemed buyer’s right to independent thought.

CHAPTER VI: The Pre-Approach

“One cannot make others believe what he himself believes, unless he himself is an earnest believer”.

The Pre-Approach is the preparatory stage, the “mapping out of the campaign”. A fundamental requirement is a complete and thorough knowledge of the goods, enabling the salesman to explain the product from raw material to finished article without distraction. Simultaneously, the salesman must gather comprehensive data on the prospect (habits, history, trade methods). Crucially, the salesman must achieve the proper Mental Attitude. The greatest “bane to selling” is fear, which can be conquered by realizing the inner “I” and practicing Auto-Suggestion—converting oneself to the proposition until one believes the call is genuinely beneficial for the customer. This belief can be reinforced daily using self-catechisms affirming the house’s and the goods’ superior quality. If the prospect is guarded, the salesman must maintain firm poise to secure the interview, as waiting can be deliberately used to “break the salesman’s nerve” and make him lose the psychological advantage (“the move”). Furthermore, subordinates must be treated with respect, as they can either “queer” the sale or become “friends in camp”.

• Chapter Key Points:
  • Study goods so deeply that information is always “on tap”.
  • Belief in the proposition must be absolute; one must “sell to yourself first”.
  • Projecting Self-Respect is essential for successfully navigating gatekeepers.

CHAPTER VII: The Psychology of Purchase

“The act of investigation and discovery, instinctively creates a feeling of proprietorship in the thing investigated or discovered”.

Every original purchase follows a fixed sequence of ten mental stages. The process begins with Involuntary Attention (a reflex response to novelty), followed by a hasty, instinctive First Impression. Then, Curiosity (interest in the novel) and Associated Interest (practical interest related to one’s well-being or profit) are aroused. Interest leads to Consideration (active investigation), moving rapidly to Imagination, where the buyer mentally pictures the product in use, a key step in arousing desire. Inclination or Desire (“want to” feeling) is next, motivated by the pursuit of pleasure or avoidance of pain. This leads to Deliberation, where the buyer weighs conflicting motives (e.g., Caution vs. Acquisitiveness, or “back vs. stomach”). If successful, Decision is reached, but this must be followed by Action (volition carried into effect), overcoming the frequent failure of decision to translate into immediate movement. The Salesman’s goal throughout this sequence is to inject compelling motives and suggestions at the right time to guide the buyer toward the final act of will.

• Chapter Key Points:
  • The purchase process is a 10-step sequence, culminating in Action.
  • Associated Interest is primarily an appeal to self-interest and profit.
  • Deliberation involves the conflict of opposing faculties and feelings.

CHAPTER VIII: The Approach

“The only right way to gain a man’s liking is to deserve it. The majority of men do not often know just what the characteristics of a man are which makes him pleasing or displeasing to them; but they feel pleased or displeased…”.

The Approach, particularly the first five minutes, is crucial for forming a favorable First Impression. This impression is less about what is said and more about the salesman’s Manner and radiating Mental Attitude. The best approach is that of a GENTLEMAN, embodying the strength of self-respect combined with genuine courtesy. Fear must be banished, as the things feared rarely happen. Salesmen must avoid asking questions like “Are you busy?” which provide the prospect an easy “No!”. The introductory talk should immediately emphasize the prospect’s benefit, adopting the National Cash Register Company’s strategy: “I want to interest you in our methods for taking care of transactions with customers in your store,” focusing on his end of the business, not yours. The goal of the Approach is to use novelty and self-interest to awaken Curiosity and Associated Interest, leading the prospect to the active Consideration stage, often marked by a question showing a shade of interest. A salesman should politely “deny” any negative answer and refuse to admit a “No!” at this early stage.

• Chapter Key Points:
  • Always approach the prospect as a gentleman, projecting confidence.
  • Avoid suggesting reasons for the prospect to turn you down.
  • The opening pitch must instantly appeal to the prospect’s Self Interest.

CHAPTER IX: The Demonstration

“One of the best salesmen this particular company ever had has passed down to the selling corps of that concern the following axiom: ‘If you do but one thing, in approaching a prospect, say, “It will save you money,” seven times, and you have made a good Approach'”.

The Demonstration begins when the prospect asks a question or makes an objection, moving the interaction from passive listening to active Consideration. The salesman must be ready with specific replies. One key technique is Indirect Resistance: politely acknowledging the prospect’s general objection but immediately refocusing on the superior, specific benefits of the product, thereby side-tracking the non-essential argument. The Demonstration phase itself involves two stages: “showing and pointing out” and “proving clearly”. The salesman must speak enthusiastically and conversationally, presenting points logically from simple to complex, avoiding a hurried delivery, and ensuring the prospect understands each feature. The essential function of this stage is to awaken the prospect’s Imagination; the salesman must paint “word pictures” (like the possum anecdote) showing the desirability and utility of the item in the buyer’s personal context. Once Imagination is fired, Inclination (Desire) is aroused. This naturally shifts the phase to Deliberation (“Should you not have it?”), where the salesman must pivot to argument and proof, relentlessly driving home the core message: “This will do you good”.

• Chapter Key Points:
  • Use Indirect Resistance to concede minor points and focus on the main objective.
  • Demonstrate with the spirit of a sincere propagandist, not a mercenary.
  • Arouse desire by exciting the buyer’s imagination and senses.

CHAPTER X: The Closing

“A fortunate lapse of consciousness occurs; we forget both the warmth and the cold… an idea which at that lucky instant awakens no contradictory or paralyzing suggestions, and consequently produces immediately its appropriate motor effects”.

The Closing is the stage where many salesmen fail, often due to poor conviction built during the Demonstration. The core task is detecting the “psychological moment”—the high-tide of interest—and avoiding “unselling” the customer by talking too much once conviction is achieved. The closing requires a “push or kick” to force the Decision. Salesmen should “put up” a powerful question or summary argument that “brings the prospect to his feet”. Never ask questions that suggest a negative response (e.g., “Won’t you buy?”). Crucially, the final transition from Decision to Action requires a “motor cue”. Just as a person finally springs out of bed when a remote idea distracts them from the conflicting desire for warmth, the salesman must supply an impulse—such as guiding the pen to the line or a small distraction—to overcome the buyer’s natural tendency toward procrastination. Once the order is signed, the salesman must maintain courtesy, radiate the thought, “I have done this man a good turn,” and immediately leave, avoiding unnecessary conversation that risks the prospect canceling or modifying the sale.

• Chapter Key Points:
  • Identify the “psychological moment” to stop arguing and start closing.
  • The “motor cue” (e.g., a slanted pen) facilitates immediate signing action.
  • Get away quickly after the sale is secured to prevent the buyer from reconsidering .

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10 Notable Quotes from the Book

1. “Advertising is just salesmanship on paper; a mere money-making means of selling goods rapidly”.
2. “My stomach says drink—my back says soap”.
3. “The consciousness of being well dressed imparts a certain serenity and peace which even religion sometimes fails to give us”.
4. “We are in the habit of thinking of will as a something which acts—but in the majority of instances it is found to be employed in checking action of the desires”.
5. “Business life has largely resolved itself into a battle to secure the attention of people”.
6. “You must learn to sell to yourself first, then you may sell to the customer”.
7. “The point is to always maintain your balance, and mental control, instead of allowing your feelings or emotions to run away with you”.
8. “A sale is the action and reaction of mind upon mind, according to well established psychological principles and rules”.
9. “Never interrupt another salesman who may be talking to the prospect. This is not only a point in fair play and business courtesy, but is very good business policy in addition”.
10. “The majority of things we fear never happen; that those which do happen are never so bad as we had feared”.

About the Author

The author of The Psychology of Salesmanship is William Walker Atkinson. This work was originally copyrighted in 1912. Atkinson was a prolific writer, known for exploring New Thought, occultism, and applied practical psychology. The text itself references two other volumes in his series: The New Psychology, which discusses the “Ego, or Self”, and a forthcoming volume titled Human Nature. While the provided excerpts do not disclose further personal or biographical details, his writing demonstrates an expertise in synthesizing early 20th-century psychological theory with practical business advice, framing the art of selling as a structured science based on mental mastery and understanding human nature.

How to Get the Most from the Book

Treat salesmanship as a psychological science. Systematically study the buyer’s mind and apply auto-suggestion to cultivate unbeatable confidence and determination.

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Conclusion

The Psychology of Salesmanship successfully transforms the amorphous skill of selling into a precise, systematic discipline rooted in psychological principles. Atkinson provides a definitive framework for professional success by dedicating equal weight to internal mastery (developing the salesman’s “I,” poise, and enthusiasm) and external strategy (analyzing buyer temperament and guiding them through the ten stages of purchase). The lasting insight of this text is that mental influence is the currency of commerce; those who understand the mechanics of attention, desire, and will—and how to apply the proper impulse at the critical moment—will inevitably secure the order.