Brian Tracy Talks About Achieving Unlimited Sales Success
- Question: Why are some salespeople more successful than others?
When I first heard that statistic, I was both inspired and discouraged. I just did not think that being in the top 20 percent could be possible for me. Then I learned another fact: Every person in the top 20 percent started in the bottom 20 percent. Everyone at the front of the line of life started at the back of the line. I immediately made a decision to be in the top 20 percent.
Making a decision, of any kind, and then taking action on that decision, is often the turning point in your life. People who get to the top of any field get there after they make a decision, and then they back up that decision with hard, hard work, month after month and year after year, until they make their decision a reality."
- Question: What exactly do you mean by "hard, hard work" in sales?
- Question: How can a struggling salesperson in the bottom 80 percent gain self-confidence?
Psychologists will say that everything you do in life affects your self-esteem in some way. Almost everything you do is to either build your self-esteem or protect it from being diminished by other people or circumstances. Your self-esteem is the 'reactor-core' of your personality that determines your levels of optimism, self-respect, and personal pride.
Everything you do to build your self-esteem also builds your self-confidence. When you truly like yourself or love yourself, and see yourself as a valuable and important person, you become more positive and cheerful and completely unafraid to call on customers and ask them to buy from you."
- Question: How can a salesperson go beyond asking customers to buy to getting them to say yes?
Thousands of customers have been interviewed over the years and asked specifically what they thought about the best salespeople who called on them. They consistently described top salespeople, in every industry, worldwide, in three main ways -- as a friend, adviser, and teacher.
When your customers begin to think of you as a personal friend who just happens to be in the business of selling a product or service that they purchase, they will remain loyal to you.
When customers begin to see you as an adviser, as the go-to person in your field, they eventually reach the point where they will not buy from anyone else but you.
Customers also saw top salespeople as teachers who not only showed them how to best benefit from the product or service they were selling, but also took the trouble to educate them on the background and side issues pertinent to making the best choices.
Being a friend, an adviser, and a teacher to your customers is called the Golden Triangle of Selling. It applies to every salesperson: When you become fluent in each of these strategies and use them simultaneously, your sales results will soar. Your customers will be happy. They will buy more from you, and you will earn more than ever before."
- Question: Isn't this all about building relationships with customers?
Without trust, no sales relationship is possible. Credibility means that people believe in you and are confident that your product or service is good for them and that you will fulfill your promises.
Earning a customer's trust, and establishing your own credibility, begins with asking a series of well-prepared questions and listening attentively to the answers. The more you demonstrate your desire to understand the customer's needs, through asking questions and listening to the answers, the more the customer trusts you and believes in you.
To become a successful salesperson -- to join the 20 percent of top salespeople who make 80 percent of the money -- you must become a relationship expert. Always look for ways to reassure your customers that the relationship is important to you. The more emphasis you put on your sales relationships, the more sales you will make and the more successful you will be."
This posting's conversation with Brian Tracy is adapted from UNLIMITED SALES SUCCESS: 12 Simple Steps for Selling More Than You Ever Thought Possible by Brian Tracy and Michael Tracy (AMACOM; October 2013; $22.95 Hardcover; ISBN: 978-0-8144-3324-9).