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The many sales models and training programs are based on the following formula:

Create desire → Trial close → Answer objections → Ask for the order

Note: This formula is familiar to all salespeople and sales trainers. It's what is taught and what we all know. On the surface, it seems straightforward and logical. Who can object?

Unfortunately, there are several things wrong with this sales model. We know this because it is incongruent with the way emotions work (it is contrary to human nature).

Problem #1

The notion of “Desire” is misunderstood. Prospective customers do not desire to purchase a product or service. They desire to resolve their discomfort. This distinction is not semantics. Rather, “Definition is the key to identifying the solution to a problem.”

Problem #2

“Trial closes” are offensive and turn prospective customers off. A “trial close” reminds prospective customers the salesperson wants to sell the product more than they want to buy it. The first incidence of a “trial close” changes the dynamic of the selling situation, putting the prospective customer on the defensive. The result is for the prospective customer to find more and more objections.

Note: What was once a friendly encounter becomes a debate and a battle of wits. This results in the classic “pressure” that comes from a traditional selling situation, and why so many lay people reject seeing themselves as salespeople.

Problem #3

When prospective customers desire a solution to their problem, they do not want to argue with a salesperson. In other words, the time for answering objections is before the prospective customer is made uncomfortable.

Once a prospective customer experiences “a desire to resolve a problem,” he or she is uncomfortable by definition (Humanology® 101). At that point, the only job of the salesperson should be to help the prospective customer resolve his or her discomfort (i.e. write the order).

Note: This is the way advertisement works. Ads inform prospective customers upfront so, when they become uncomfortable (experience desire), they know exactly what to do. They resolve their discomfort (without trial closes) by seeking the product advertised.

Problem #4

“Asking for the order” reminds prospective customers the salesperson wants to sell the product more than they want to buy it (see “Problem #1” above). There should be no need to ask for anything if the prospective customer is made to experience discomfort. Asking for the order at that point can only change the situation dynamic, possibly interrupting the sale.

With Humanology®, we know the correct selling cycle assuming we are working with a qualified prospective customer.

Answer objections with presentation → Make prospect uncomfortable

The traditional selling cycle is wrong for two reasons. First, the pioneers of the sales and sales training industries did not know how emotions work. The second problem is “institutionalized indoctrination.” The original ideas of the pioneers have been replicated mindlessly, sadly limiting the potential of new sales people for decades.

Note: Any situation in which “group think” may exist should send up a red flag.


If you are a Director or Executive Manager, several options are available to you.

  1. Learn on your own by way of the books and video in the “Learning” section.

  2. Sit in on one of the multiple options for staff learning.

  3. Retain a humanologist to assist you (or your team).

With options #1 and #2 (above), you will become exposed to the nuts and bolts of Humanology®. With that knowledge you will understand why the traditional selling cycle is wrong and how to fix it.

However, a general education will not get your salespeople to use a presentation book properly, nor will it tailor your sales presentations to maximize results for your company and its products and services. To achieve these goals, you will need to select option #3 (direct assistance).

Note: Select option #3 if you would like us to procure new accounts. Sometimes bringing in outside help is all that is needed to close an “A account” that has remained elusive.

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Convey your intentions in the “Comments” section,
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The ramifications of understanding human nature are many. The Patriot Party® is an emerging political party that endorses the application of Gravity Theory and the Bidirectional System as the way to resolve America's social, financial and political problems.

Patriot Party Radio broadcasts the Patriot Party® message.

Spring-Gravity Theory® is a marketing group that applies the teachings of Humanology® in crafting marketing plans and advertising campaigns for the largest companies and nation-states worldwide.

Spring-Gravity Theory® is the result of a breakthrough in understanding human nature.

That breakthrough is featured on the Humanology® website. More and more organizations are adopting the knowledge offered by Humanology®.

Foundation to Empower Marriage is a non-profit organization dedicated to educate high school seniors on how emotions work and how to use that knowledge to form and maintain successful long term personal relationships including marriage.

It's Not About Love is a musical written for high school and college students. It reveals the secret to success in romance and fulfillment in marriage. It's message is based on the knowledge and discoveries of Humanology®.

School Is Cool is a not-for-profit corporation that works with the major sports associations in elevating the value of education in the minds of our children.

Fittest Form® is a program that helps people achieve their best physical and mental state. Idea Songs is a group of songwriters that applies Humanology® in crafting songs, with an eye on making the most impact and maximizing audience appeal.

Professional Songwriter Group is an association of lyricists and composers that study human nature and incorporate that knowledge into their musical works, making their products more impactful on the listening public.

Back On Top Music is a publisher of music that works only with authors who understand and incorporate what we now know about human nature.

Magyar Music is a music act that incorporates Humanology® when crafting its songs.

The author of Humanology®, Don Magyar, can be contacted directly by going to his website.

His books are individually titled and can stand alone, yet they are part of the Humanology® series, published by Permanent Publications.