You know, that idea that “Every sale has five basic obstacles” is pure gold. It’s not just theory; it’s a diagnostic tool that flips the entire sales process on its head. Once you internalize this, you stop pushing and start problem-solving.
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Meaning
At its core, this quote means that a “no” is never just a “no.” It’s always one of five specific, identifiable objections. Your job isn’t to argue with the “no,” but to figure out which one it is and address that.
Explanation
Let me break down why this framework is so powerful. It forces you to stop selling and start listening. Seriously. When a prospect hesitates, you run through this mental checklist.
Is it No Need? Then you have to connect your solution to a pain they actually feel.
No Money? You either justify the value or find a way to make it affordable.
No Hurry? This is huge. You have to create or amplify a sense of urgency, show them the cost of inaction.
No Desire? That’s an emotional problem. You have to paint a picture of the future, the outcome, the feeling they’ll get.
And finally, No Trust. This is the foundation. If this one’s missing, nothing else matters. You build this with credibility, social proof, and genuine rapport.
It’s a diagnostic tool, not a script. And it changes everything.
Quote Summary
| Context | Attributes |
|---|---|
| Original Language | English (4111) |
| Category | Business (319) |
| Topics | trust (159) |
| Literary Style | analytical (123) |
| Emotion / Mood | realistic (401) |
| Overall Quote Score | 74 (83) |
Origin & Factcheck
This comes straight from Brian Tracy’s 2002 book, Be a Sales Superstar. He’s a legend in sales training, and he really codified this idea for the modern market. You’ll sometimes see similar concepts floating around, but this specific five-obstacle framework is Tracy’s.
Attribution Summary
| Context | Attributes |
|---|---|
| Author | Brian Tracy (375) |
| Source Type | Book (4617) |
| Source/Book Name | Be a Sales Superstar: 21 Great Ways to Sell More, Faster, Easier in Tough Markets (48) |
| Origin Timeperiod | 21st Century (1995) |
| Original Language | English (4111) |
| Authenticity | Verified (4617) |
Author Bio
Brian Tracy, a prolific author gained global reputation because of his best seller book list such as Eat That Frog!, Goals!, and The Psychology of Selling, and created influential audio programs like The Psychology of Achievement. He is sought after guru for personal development and business performance. Brian Tracy International, coaches millions of professionals and corporates on sales, goal setting, leadership, and productivity.
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Where is this quotation located?
| Quotation | Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust |
| Book Details | Publication Year: 2003; ISBN: 978-1-57675-273-9; Latest Edition: AMACOM, 2003; Number of Pages: 128. |
| Where is it? | Chapter 6: Building Trust, Approximate page from 2003 edition: 47 |