Ivan Misner

Review of Switched-On Selling:
"In A League of it's Own"
 says Ivan Misner
NY Times Best-Selling Author and Founder of BNI and Referral Institute

“No other sales book I have seen gets to the core of what drives real results more powerfully than this one.

The concept of Switched-On Selling is brilliantly cutting-edge; Teplitz and Alessandra have combined proven scientific research with their years of experience in sales mastery to produce a book that is in a league of its own."


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What Makes a Top Sales Person?

Have you ever wondered what it is that sets extraordinary salespeople apart from those who are just getting by? Are they simply more talented or more intelligent? Do they have better connections with decision-makers? Or is something else going on?

The fact is that super-successful salespeople not only have great personalities and proven, powerful sales methods, they also have an elusive quality that we might call the X-factor. This X-factor includes inner resilience and a strong ability to empower oneself.

Super-successful salespeople more easily work through challenges and keep focused on their goals. Setbacks are not failures; they are simply temporary obstacles that present new challenges and opportunities. These individuals enjoy their work, they enjoy people, and some of them even seem to enjoy paperwork. Whether they know it or not, they are successful because they have subconscious beliefs that support success.

If you have thoughts like, “Prospects never answer my calls,” then it’s more likely that your calls will go unanswered. If you believe that closing sales is hard, it will be more difficult to attain success. Any limiting beliefs that you hold about success, abundance, effectiveness or other issues relating to the sales process are part of your subconscious programming. When you are faced with situations relating to these topics, these beliefs automatically kick in.

The big question, though, is this: Where does that programming come from? Why do you automatically “default” to the little voice inside that says that prospects don’t respond positively to you? Why doesn’t your little inner voice shout out to you: “I can do this.” “Cold calls are easy.” “I’m very comfortable and confident when it comes time to ask for the order.”

The problem is that the programming in your subconscious mind is locked in there—like a database of stored programs on a computer.

In his book Biology of Belief, Dr. Bruce Lipton explains[1]:

…the subconscious mind is a repository of stimulus-response tapes derived from instincts and learned experiences. The subconscious mind is strictly habitual; it will play the same behavioral responses to life’s signals over and over again, much to our chagrin. How many times have you found yourself going ballistic over something trivial like an open toothpaste tube? You have been trained since childhood to carefully replace the cap. When you find the tube with its cap left off, your “buttons are pushed” and you automatically fly into a rage. You’ve just experienced the simple stimulus-response of a behavior program stored in the subconscious mind.

When it comes to sheer neurological processing abilities, the subconscious mind is millions of times more powerful than the conscious mind. If the desires of the conscious mind conflict with the programs in the subconscious mind, which ‘mind’ do you think will win over? You can repeat the positive affirmation that you are lovable over and over or that your cancer tumor will shrink. But if, as a child, you heard over and over that you are worthless and sickly, those messages programmed in your subconscious mind will undermine your best conscious efforts to change your life.

Lipton further explains that the subconscious mind is like an “autopilot” that processes up to 20,000,000 environmental stimuli per second while the conscious mind is a manual control that can process only about forty environmental stimuli per second. Therefore, the subconscious mind, with its speed and efficiency, is basically “autopiloting” our lives. In most cases, those areas of our lives that are successful continue to be successful because our subconscious beliefs support that success. Those areas that are stressful and challenging continue to stress and challenge us because, likewise, we have subconscious beliefs that keep the status quo in place in those areas.

Many of today’s motivational experts explain the same concept in a different way. Some refer to it as the Law of Attraction and tell us that we are attracting everything in our lives, even that which we say “no” to. They say the trick is to focus on what we want, not what we don’t want. However, that’s only part of the picture. If will power, commitment, and positive thinking were enough to override limiting beliefs that are programmed in our subconscious, this world would be brimming over with super-successful people.

You may have read many books on selling and attended numerous sales seminars. You might even have a private coach. But the success you’re striving for may still be elusive as long as your subconscious mind is running old programming that blocks or limits you. The fact is that most experts don’t tell you how to change that default setting in your subconscious so it will “default” into positive thinking.

The good news is that there are ways to reprogram the hard drive of our subconscious so we can attain all of the success we want. The “deeper secret” is a brain optimization process that easily reprograms and rebalances that old subconscious programming. Switched-On Selling brings together the best of the work of two powerhouse pioneers, Tony Alessandra, Ph.D., and Jerry Teplitz, JD, Ph.D. We have each dedicated our careers to helping others attain mastery in their lives through our keynotes, seminars, books and coaching. This book combines two very different technologies into an interactive experience that will “switch you on” for sales success.


[1] Lipton, Bruce H., Ph.D., The Biology of Belief, Hay House, 2008, pages 97-98.

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