Interview with Hank Trisler, author of No Bull Selling

At the age of 73, Hank Trisler has seen it all. And he tells it how it is. According to Hank, sales are not very complicated. It is not exactly nuclear physics. We all know people who are less intellectually gifted than we are who consistently sell at high levels. Selling is hard work, but it is simple. People who sell well know that customers buy based on two principles:

– People buy emotions and justify purchases with the fact,

– People buy for their reasons, not ours.

In this interview, Hank Trisler, author of No Bull Selling, shares with us what he has learned with all his years of practice.

About your book:

1) Hank, let’s start by talking about your book No Bull Selling. Who should read it?

NO BULL SELLING is written in uppercase letters and small biting words. People new to selling find the examples clear and the tasks manageable. Tasks? Oh yeah, you start selling the first day. Grizzled veterans get back in touch with techniques that made them fantastic in the first place. It’s more than a phrase, but there’s a little something there for everyone, including people who aren’t sales.

2) On the other hand, who should not read it? What do sales people not find in your book?

Those looking for easy answers and “canned seats” will be disappointed. Salary is far greater for asking the right questions than for knowing the right answers, so I have not tried to include the answers in my book.

3) What is the book’s biggest lesson?

There are two primary lessons in the book. The first is to keep the chain and let the customer buy. The second is that this is not brain surgery. You have to forgive yourself your stupid mistakes and move on.

4) What should people do when they finish reading the book and put it down?

Do not put the book down. There are exercises at the end of the chapters. You talk to suspects, prospects and customers the first day and then every day. Never stop doing it.

5) What are your favorite sales books?

Hard question as there are so many good ones. I have long loved how I rose from the failure to sell by Frank Bettger. People buy you Jeb Blount and Snap Selling by Jill Konrath leads the list of current offers.

About you:

6) How did you start your sales career?

I don’t think I really ever had a choice. My dad was a seller and I just always assumed I would sell.

7) What was your most memorable sale?

Found if I know the most memorable one comes out. I have long spent all the commissions I have earned and that is what was most memorable. I’m not looking at selling as a kind of art form, but rather a business. I also have none of my client’s heads on my office wall.

8) What about your first sale?

I sold my first big truck to a guy named Ralph, who owned a lumber yard in Renton, WA. I didn’t know that HD springs stood for Heavy Duty springs and didn’t want to be surprised when the truck came in, so I didn’t order them. When we put a lot of lumber on the truck, it just squatted. Wouldn’t roll an inch. The whole story is in NO BULLSELLING if you need to. There have been countless other disasters, but there is little point in dwelling on them.

About your work as an expert:

9) What is the biggest mistake you see as a sales consultant?

No problem here. Talking too much is the ongoing winner. Salescritters fear silence and run their jaws to avoid acting stupid and proving the opposite. Talking too much leads them inexorably to a whole host of problems, many of which simply cannot be overcome.

10) What project are you working on right now that makes you feel energetic?

Your question is a good question and makes me realize that I, 73, have pretty much run my race in terms of acquisition. I have been to most of the places I would go and have owned most of the things I really wanted. You are absolutely right, I need a project and I will come one week after the next.

11) What is the best testimony you have ever received?

I have a wife and children and grandchildren who all claim some connection to me. That is my greatest testimony.


To learn more about Hank Trisler’s work, please visit