Brian Tracy

1S U C C E S S F U L S E L L I N G

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

BUILDING CUSTOMERRELATIONSHIPS

BY BRIAN TRACY

$UCCESSFUL$ELLING



Make a list of all the reasons you wantto be a major success in your field;reasons are the fuel in the furnace ofachievement.

Deploy yourself carefully to maximumadvantage; always invest your energieswhere you can get the highest return.

Decide exactly what you want in lifeand then do the same things that othershave done to achieve the same results.

Take the long view. Don't let short-termsetbacks disturb you.

Discipline yourself to spend more timewith those people who represent thehighest potential payoff.

Set excellent performance as your stan-dard and strive to achieve it each day.

Be absolutely clear about what youwant, why you want it, when you wantit and what you are willing to do to get it.

Be open to constructive criticism fromothers; it's the only way you can learnand grow.

BRIAN TRACY'S IDEAS TO LIVE BY…

Dream big! There are no limits to howgood you can become or how high youcan rise except the limits you put onyourself.

Discipline yourself to plan and orga-nize every hour of every day beforeyou begin.

Get serious about your career; decidetoday to be a big success in everythingyou do.

You have the same mental potential asanyone else; it is only what you choose todo with it that determines the course ofyour life.

Move out of your comfort zone. Youcan only grow if you are willing to feelawkward and uncomfortable when youtry something new.

You determine your future by thethoughts and pictures you hold in yourmind today.

Ask yourself, "Is what I am doing rightnow leading to a sale?"



Welcome to the next step on your journey toward

becoming an outstanding sales professional!

The keys to your future are knowledge and skill. As you

learn and practice the ideas, methods and techniques in this

program, you will become more and more capable of

meeting your sales targets and achieving your personal

goals.

You can learn anything you need to for achieving any goal

you can set for yourself.

Your biggest and best sales lie ahead of you! Everything

you have accomplished up to now is only a preparation for

what you can accomplish in the future.

As you move toward becoming a member of the top 10%

in the sales profession, remember that everyone started at

the bottom. Everyone in the top 10% today was once in the

bottom 10%.

There are no limits on how far you can go, how high you can

rise, how much you can achieve except for the limits you

place on yourself!

Resolve today to pay any price, overcome any obstacle and

go any distance to become one of the best in your field.

Good luck!

Brian Tracy



This is a wonderful time to be alive. Leading thinkers and economists are predicting that we are entering into the “Golden Age” of mankind and you

are perfectly positioned to benefit from it.

There have never been more opportunities for you toachieve more of your goals and dreams than there aretoday — except for tomorrow, and the next day, andfor the indefinite future.

You are an extraordinary person. Your brain contains morethan 100 billion cells, each connected to as many as 20,000others. This enables you to think, learn, plan, dream andcreate ideas to improve your life virtually without limita-tion.

The starting point of your using your marvelous mind tocreate a wonderful life for yourself as we enter the GoldenAge is for you to decide exactly what you want. Write itdown, set a deadline and make a plan. These actions alonewill put you in the top 3% of people in America.

Then, resolve today to become absolutely excellent atwhatever work you intend to do to achieve your goal. In-vest in yourself. Dedicate yourself to continuous learn-ing. Read books and listen to audio programs.Become the very best you can possibly be.

Accept 100% responsibility for everythingyou are and everything you ever will be.You are the architect of your own destiny!

The great secret of success is that thereare no secrets of success! There are onlytime-tested principles that you can learnand practice every day. It’s up to you!

Decide what you want and write itdown. Commit to personal excel-lence and dedicate yourself to life-long learning. Accept complete re-sponsibility for your life and get busy.Finally, resolve in advance that you will nevergive up, that nothing will ever stop you. And ifyou do, you’ll be right.

Welcome to the Golden Age!

WELCOME

TO THE

GOLDEN

AGE



BUILDING CUSTOMER RELATIONSHIPS

TABLE OF CONTENTS

Presenting Brian Tracy.............................................................................................. 6

Learning to Learn: Your Key to the Future! .............................................................. 7

How to Get the Maximum Value from this Video Learning Program ...................... 8

How to Use this Video in a Group Learning Situation ............................................. 9

Building Customer Relationships:

Introduction ....................................................................................................... 10

What Do You Already Know? ........................................................................... 11

1. The Reasons for Success or Failure ............................................................ 12

2. The Importance of Relationships in Selling ................................................ 12

3. A Positive Mental Attitude .......................................................................... 13

4. Courtesy ...................................................................................................... 13

5. Acceptance .................................................................................................. 14

6. Agreeability ................................................................................................ 14

7. Admiration .................................................................................................. 15

8. Appreciation ............................................................................................... 15

9. Approval ..................................................................................................... 16

10. Attention ..................................................................................................... 17

11. The Law of Indirect Effort .......................................................................... 17

12. Become an Outstanding Personality ........................................................... 18

Application Exercises ........................................................................................ 20

Brian Tracy International Training Programs ......................................................... 22

Brian Tracy's FOCAL POINT Advanced Coaching & Mentoring Program .......... 23

Brian Tracy's FOCAL POINT Personal Telecoaching Program ............................. 24



B rian Tracy is the top sales trainer and consultant in theworld. He has been called a “Sales Guru” and a “Motiva-tional Superstar” by such leading magazines as Selling

and Selling Power. His audio and video sales training programshave been translated into 14 languages and are offered in 24countries.

In the last 20 years Brian has trained more than 500,000 salespeoplepersonally in the United States, Canada, Europe, Asia, Australia andNew Zealand. These sales professionals have gone on to becomeleaders in their industries.

Brian began his sales career at the age of 11, selling soap from doorto door. Since then, he has sold a variety of products and servicesincluding office supplies and stationery, mutual funds and invest-ments, advertising and promotion, automobiles and parts, residential,commercial and industrial real estate, and training and consultingservices for many different businesses and industries.

Brian Tracy has worked closely with hundreds of companies todevelop sales methods and strategies. His original ideas and insightsregarding the sales process have translated into many millions ofdollars of additional sales for clients everywhere.

He is the author/narrator of such best-selling audio programs andbooks as: The Psychology of Selling, Advanced Selling Techniques,24 Techniques for Closing the Sale, Advanced Selling In Action,Superior Sales Management, Advanced Selling Strategies and manyothers.

In this high-powered video training version of Successful Selling,Brian has summarized many of the best and most effective sellingideas ever discovered.

These ideas, methods and techniques are practiced by the highest-achieving salespeople in every field.

Brian Tracy has lived and worked in more than 80 countries on sixcontinents and speaks four languages. He is the Chairman of BrianTracy International and his business operates worldwide. He liveswith his wife Barbara and their four children in San Diego, California.

PRESENTING BRIAN TRACY!



Your ability to learn and apply new ideas is essential to yourlong-term success. Today, continuous learning is the mini-mum requirement for success and advancement in any field.

The keys to more rapid learning are:

1. Relevance — the ideas you learn must berelevant to your work and life at the moment — oryou'll forget them before you get a chance to usethem.

2. Applicability — the new ideas must be consis-tent with your knowledge, your needs and yourcurrent situation so you can apply them to improveyour results.

3. Simplicity — the new methods must be easy tolearn and use. They must not be complex or requireyou to change your current habits.

4. Multi-Sensory — the new ideas should ideally activate yoursenses of sight, sound and movement, thereby involving your wholebrain in learning and remembering. (Video learning with workbooks,exercises and action commitments are ideal for this.)

5. Immediacy — you must be able to take and use the ideas rightafter learning them so they become part of your long-term memory.

6. Repetition — the "mother" of learning — comes from your usingthe new ideas several times until you become comfortable withthem. Otherwise you can slide back into older, less effective waysof acting.

7. Motivation — you must have personal reasons for wanting tolearn new ideas and become more effective. The higher your level ofmotivation, the more you will learn, and the faster you will apply it.

Your brain is like a muscle. The more you learn, the stronger itbecomes, and the more you can learn.

Commit yourself today to becoming one of the best educated, mostskilled and most effective people in your field. There are no limits!

LEARNING TO LEARN: YOUR KEY TO THE FUTURE!

REASONS

ARE THE

FUEL IN THE

FURNACE OF

MOTIVATION



1. Prepare to learn — give yourself ample time to preparefor a learning session. Sit comfortably. Relax. Take severaldeep breaths and calm your mind. Only then is your mindready to absorb new ideas.

2. Learn "on purpose" — review the ques-tions at the beginning of the workbook. Byasking and attempting to answer these ques-tions in advance, you will alert your mind towhat's coming and double the amount youremember.

3. Assume the body language of rapidlearning — sit up straight, lean forward andface the screen. Be prepared to focus andconcentrate throughout. This makes youmore alert and increases retention.

4. Eliminate all distractions — put awaypapers, coffee cups, cigarettes and anythingelse that could take your attention awayfrom what you're learning.

5. Make notes of key ideas — as the video plays, writedown the key points not covered in the workbook. Also,write down the ideas that jump into your mind as you watch.These can be invaluable.

6. Pause the video — if you suddenly have a good idea,stop the video to write it down or to share it with the others.The video program is designed to stimulate your imagina-tion, and one good idea could change everything you'redoing.

7. Complete the "Application Exercises" — this is themost important part of learning: thinking about and dis-cussing what you just learned and how you can apply itimmediately to what you're doing.

HOW TO

GET THE

MAXIMUM

VALUE FROM

THIS VIDEO

LEARNING

PROGRAM



1. Review the seven previous recommendations and besure everyone goes through each step.

2. Go around the group and ask each person to answer thequestions that precede the workbook outline of the video.

3. Encourage discussion. People learn by talk-ing, arguing and disagreeing with others. Themore discussion, the greater the learning.

4. Be prepared to pause the video to givesomeone an opportunity to comment or evendisagree.

5. Conduct the "Application Exercises" byhaving people fill them out personally and thendiscuss their answers with the group.

6. Ask each person to complete the "ActionCommitment" at the end of the exercises.

7. Have each person share their action com-mitment aloud with the group. Encourage discussion anddevelopment of each action commitment into a specific,measurable, time-bounded activity.

Virtually anything you could ever want to be, haveor do is achievable with learning and hard work.

Your most valuable asset can be your willingnessto persist longer than anyone else.

Nature is neutral; if you do the same things that othersuccessful people have done, you will inevitably

enjoy the same success they have.

Do something to move yourself toward your majorgoal every day.

HOW TO

USE THIS

VIDEO IN

A GROUP

LEARNING

SITUATION




INTRODUCTION

Successful salespeople are far better at building and maintaining high-quality rela-

tionships with their prospects and customers than average salespeople. People are

100% emotional. They decide emotionally and then justify logically. How the cus-

tomer feels about you as a person will have more of an influence on what the cus-

tomer decides than any other factor.

The most important thing you can do in building a successful sales career is to create

and keep customers for the long term. The better you become at developing high-

quality customer relationships, the more you will sell, the easier you will sell it, the

more money you will make and the more valuable you will be, both to yourself and to

your company.

Developing the positive kind of personality that leads to long-term sales success is

similar to maintaining physical fitness. It requires continually exercising your "per-

sonality" muscles so that you become a nicer, more positive and more likable person

in everything you do. There is nothing that will help you more than to develop a

positive reputation among your customers and prospects.




WHAT DO YOU ALREADY KNOW?

Test your knowledge by attempting to answer the questions below:

1. What is the most common word used to describe top salespeople?

2. What should be your first goal when you meet with a customer?

3. When should you argue or disagree with a prospect?

4. What are the most effective compliments to use in a sales situation?

5. What are the deepest subconscious needs of any customer?

6. What simple behavior can you use to make people feel important?

7. How do you apply "Unconditional Positive Regard" in a sales situation?




1. The number one reason for success or failure inevery area of life: __________________________

________________________________________

a) Your social skills — your ability to makepeople feel important; ____________________

______________________________________

b) Your ability to get along with a variety of otherpeople; ________________________________

______________________________________

c) "Likability" — the degree to which peoplethink of you as a nice person. ______________

______________________________________

2. Because of product or service complexity, the rela-tionship is usually more important than what yousell: _____________________________________

________________________________________

a) The more the customer likes and believes you,the lower is his sales resistance and his fear ofmaking the wrong decision; _______________

______________________________________

NOTES



b) Your aim? Build a bridge between you and yourcustomer! ______________________________

______________________________________

Seven keys to building customer relationships:

3. Positive Mental Attitude — the degree to which youare a "cheerful" person: _____________________

________________________________________

a) Always look for the good in every person andsituation; ______________________________

______________________________________

b) Always interpret things positively to yourself;

______________________________________

______________________________________

c) Smile, relax, be friendly with everyone youmeet. _________________________________

______________________________________

4. Courtesy — the degree to which you are polite andcorrect in your interactions with others: _________

________________________________________

— Be polite to everyone you meet. ____________

______________________________________

NOTES



5. Acceptance — satisfies a deep subconscious need ofevery person: _____________________________

________________________________________

a) Acceptance must be established first; ________

______________________________________

b) You express your acceptance with unconditionalpositive regard, not judgment! _____________

______________________________________

c) Smile, be glad to see him or her. ____________

______________________________________

6. Agreeability — one of the most desirable qualitiesin human relations: _________________________

________________________________________

a) Never argue or disagree with your prospect —unless he questions your integrity; __________

______________________________________

b) Never tell him he's wrong in his generalopinions; ______________________________

______________________________________

c) If the issue is unimportant, just let it pass; ____

______________________________________

NOTES



d) If the issue is important, use third partyquestions to avoid appearing argumentative.

______________________________________

______________________________________

7. Admiration — raises the self-esteem of others andbuilds better relationships: ___________________

________________________________________

a) Compliment people on their personalappearance, traits or qualities; ______________

______________________________________

b) Compliment people on their possessions,at home or at work; ______________________

______________________________________

c) Compliment people on their accomplishments— their degrees, awards or other forms ofrecognition. ____________________________

______________________________________

8. Appreciation — a powerful way to build high-quality relationships: _______________________

________________________________________

a) Develop an "attitude of gratitude" in everythingyou do;________________________________

______________________________________

NOTES



b) Thank everyone you meet for everything theydo for you; _____________________________

______________________________________

c) Always say, "Thank you for your time" to yourprospects and customers;__________________

______________________________________

d) Send "thank you" notes, cards and giftsregularly. ______________________________

______________________________________

9. Approval — satisfies the deep subconscious needsof others for self-esteem: ____________________

________________________________________

a) Praise people for their accomplishments, bothlarge and small; _________________________

______________________________________

b) Praise people for personal qualities andabilities; _______________________________

______________________________________

c) Make your praise immediate, specific andclear; _________________________________

______________________________________

d) Praise continuously to develop new habits ofbehavior. ______________________________

______________________________________

NOTES



10. Attention — makes people feel valued andimportant: ________________________________

________________________________________

a) Listen attentively, without interruptions.Smile, nod, agree; _______________________

______________________________________

b) Listen actively, lean forward, face thecustomer; ______________________________

______________________________________

c) Continually say, "I agree, yes, you're right,that makes sense," etc.____________________

______________________________________

d) Customer complaint or problem? You say:"I understand exactly how you feel. If I werein your situation, I'd feel the same way." _____

______________________________________

11. Practice the Law of Indirect Effort to build high-quality customer relationships:________________

________________________________________

a) If you want to impress others, be impressedby them! ______________________________

______________________________________

b) If you want to have a friend, be a friend; _____

______________________________________

NOTES



c) If you want others to be willing to help you,be willing to help them, in advance; _________

______________________________________

d) If you want to be happy, find ways to makeother people happy; ______________________

______________________________________

e) If you want to feel good about yourself, findways to make other people feel good aboutthemselves; ____________________________

______________________________________

f) The key to superb customer relationships is foryou to practice the Golden Rule with everyoneyou meet!______________________________

______________________________________

12. People don't care how much you know until theyknow how much you care: ___________________

________________________________________

a) You learn to become an outstanding personalityby practicing these behaviors repeatedly untilthey become automatic habits of thought andbehavior; ______________________________

______________________________________

b) As you become better with your customers,your personality and your relationships willimprove in every other area of life. __________

______________________________________

NOTES



There is nothing more important to you than your ability tobuild and maintain high-quality relationships with your cus-tomers. This will have more of an influence on the amountthat you sell, and how easily you sell it, than any other singlefactor.

Good luck!

NOTES




APPLICATION EXERCISES

1. What is the key to developing a positive mental attitude?

2. What is the most important word used to describe top salespeople?

3. Why is the relationship usually more important than the product or service intoday's market?

4. Explain the connection between your own level of self-esteem and yourability to get along with others:

5. How do you use "Third Party Disagreement" to question the ideas oropinions of another?

6. Define "Unconditional Positive Regard" and explain how it helps in buildingquality relationships:



7. Give an example of sincere admiration that you have expressed to acustomer:

8. Why does gratitude have such a positive impact on the way people respond toyou?

9. What is the most important reason for listening attentively to people?

10. How can you practice the "Law of Indirect Effort" in your sales activities andyour personal life?

11. What one action are you going to take immediately as a result of what youhave learned in this session?



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Brian Tracy Learning Programs



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BY BRIAN TRACY

Advanced

Coaching

and

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BRIAN TRACY’S

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