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BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

Introduction 1 2 3 4 5 6 7 8 Become Offer a a Great Product or Leader Service Plan Plan

1 31 53 69 81 11 5 139 157 175

Great a a

Design Create

Great Great

Business Marketing

Generate Attract Perfect Become and a a

Great Keep

Numbers Great People Process

Great Great

Sales

Businessperson

9 Create a Great Customer Experience 187 10 Live & a Great Wrap Life Up 207 219 229

Summary Appendix

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!
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• • • • •

Build a Great Business Zero-Based Thinking Quick List Method 10 Goal Method Major Definite Purpose

2 12 19 24 27

1
• Become a Great Leader 32 • Points of Intensity 39 • Business Skills Analysis - Key Result Areas in Business 44 • Results Planning Form 46
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SESSION 2

• • •

Offer a Great Product or Service Areas of Excellence Design a Great Business Plan

54 60 70

SESSION 3 SESSION 4

• Create a Great Marketing Plan 82 • Four Principles of Marketing Strategy 85 • The Marketing Mix 98
SESSION 5

• • •

Generate Great Numbers Business Numbers to Watch Profit Curve

11 6 120 130

© 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. [TBM/G-12J

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

* * \

SESSION 6

Attract

and

Keep

Great

People

140

SESSION 7

• Perfect a Great Sales Process 158 • Sales Skills Analysis - Key Result Areas in Selling 163 • Sales Improvement Process 170
SESSION 8

• Become a Great Businessperson 176 • Management Skills Analysis - Key Result Areas in Management.... 183
SESSION 9

• Create a Great Customer Experience 188 • Getting Referrals 201
-**\

SESSION 10

• e • • • 0

Live a Time Self Decision Seminar Action

Great Life Quadrants Evaluation Making! Evaluation Planning

208 210 215 221 225 227

SUMMARY & WRAP UP

APPENDIX

• Business Planning for Solid Growth 230 • Business Plan Te m p l a t e 242

© 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. [TBAA/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

Brian Tracy's

Build a Great Business!

Introduction 9!s *k

Brian Tracy
© Brian Tracy. All rights reserved. The contenls, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy. (TBM/G-12]

may nol be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. or parts thereof. The contents.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . All rights reserved. or parts thereof.

[TBM/G12] . What are they? NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI You have special talents and abilities that you can use to achieve all your goals in life. The contents.

The contents. [TBM/G12] . All rights reserved. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Clarify Develop absolute clarity about who you are. and the best way to achieve it NOTES © Brian Tracy. The contents. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. what you want. All rights reserved. [TBM/G12] .

or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. The contents. [TBM/G12] . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

or parts thereof. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.F. [TBM/G12] . abilities and strengths and focus on developing them to a higher level irj<.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Maximize Determine your special talents.nni?l»vi '. All rights reserved.vfi NOTES © Brian Tracy.

knowledge. The contents. efforts. All rights reserved. money and resources BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. [TBM/G12] . may not be reproduced in any form for any purpose without ihe written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Multiply Leverage yourself and your business with other people's customers. abilities. or parts thereof.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G12] . or parts thereof. Start doing something new 4. Stop doing something altogether NOTES © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. Do less of otherthings 3. The contents. Do more of somethings 2. All rights reserved.

1. What are you going to do more of? & 2. What are you going to stop doing? BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. What are you going to do less of? 3. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Time Allocation Exercise I i• Rule: You cannot save time You can only spend it differently. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] . What are you going to start doing? 4. or parts thereof.

knowing what you now know. [TBM/G-12] . All rights reserved. you wouldn't get into again today. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Is there anything in your life that. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. if you had it to do over? BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES 0 Brian Tracy. or parts thereof.

Is there any relationship. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Continually conduct a KWINK analysis on every area of your business and personal life. or parts thereof. Are there any products that you would not start offering/selling again today. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. knowing what you now know? J ^ N © Brian Tracy. is there anything I am doing today that I wouldn't get into again today if I had it to do over?" 1. knowing what you now know? 1 ) 2) 3 ) 3. [TBM/G-12] . The contents. Are there any services that you wouldn't start offering again today. Key Question: "Knowing ffihat I Now Know. business or personal. that you wouldn't get into again today? 1 ) 2) 3) _ 2.

or parts thereol. . Are there any markets that you wouldn't get into again today if you had it to do over? 1) 2) 3) 5.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 ) 2) 3) 4. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Is there any sales process or marketing method that you wouldn't start using again today. knowing what you now know? 1) 2) 3 ) . Are there any customers that you would not solicit or take on again t o d a y. 1) 2) 3) 6. knowing what you now . The contents. (TBM/G-12] . know? ''**) __ © Brian Tracy. All rights reserved.

Is there any channel of distribution that you would not start using again if you were was starting over today? 1 ) 2) 3) 9. knowing what you now know? 1 ) 2) 3) © Brian Tracy. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 4^^ 7. [TBM/G-12] . Is there any business process or method in your company that you wouldn't start using again if you had it to do over? 1 ) 2) 3 ) 10. All rights reserved. or parts thereof. promote. or assign to a particular task if you had it to do over again today? 1 ) 2) 3) 8. Is there any person in my business that you would not hire. Is there any advertising or marketing method or expense that you wouldn't start using again today. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. knowing what you now know? 12. fitness. ® Brian Tracy. money or emotion that I wouldn't make again today. or ports thereof. The contents. diet or lifestyle that you wouldn't start again today? 1) 2 ) 3 ) 14. you wouldn't get into again today? 1 ) 2 ) 3 ) . Is there any part of your health. knowing what I now know? 1) Time? 2) Money? 3) Emotion? 13. Is there anything in your current strategy that you would not start doing again. All rights reserved.1 6 B R I A N T R A C Y ' S T O TA L B U S I N E S S M A S T E R Y I B U I L D A G R E AT B U S I N E S S ! 11. Is there any investment of time. [TBM/G-12] . Is there anything at all in my life that. knowing what you now know.

The contents. [TBM/G-12] . © Brion Tracy. What actions are you going to take. or parts thereof. 2) What is your expected date of completion?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or stop taking. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 15. as a result of this exercise? 1 ) 2) 3) What one action are you going to take immediately? g^\ 1) How will you measure success?.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. give each person chance to speak NOTES 6 Brian Tracy. committed to success • Share ideas and opinions openly • Ask lots of questions • Look for ways to help. or parts thereof. [TBM/G-12] . All rights reserved. encourage • Take turns.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Everyone is positive. The contents.

they will be as accurate as if you had 30 minutes BRIAN TRACY'S TOTAL BUSINESS MA5TF. All rights reserved. The contents.RY I ! NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! m B | &W1 ^""i > When you only have 30 seconds to write down your answers. [TBM/G-12] . or parts thereof.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What are your three most important business goals right now? 1 ) 2) 3 ) 2. [TBM/G-12] . What are your three most important financial goals right now? 1) 2) 3) 7 3. What are your three most important family goals right now? 1 ) 2 ) 3) © Brian Tracy. The contents. 1. or parts thereof. your answers will be as accurate as if you had 30 minutes. All rights reserved.20 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! QUICK LOST When you have only 30 seconds to answer a question.

The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 2] y^P^V 4. All rights reserved. [TBM/G-12] . or parts thereof. What are the three most important goals that you would like to achieve in the course of your career? 1 ) 2) 3 ) © Brian Tracy. What are your three biggest problems or difficulties in your business or personal life right now? 1 ) 2) 3) 6. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What are your three most important health goals right now? 1 ) 2) 3) 5. What are the three most important skills or capabilities that you need to develop in the future? 1 ) 2) 3) 7.

The contents. or parts thereof. [TBM/G-12] .22 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! What one action are you going to take immediately as a result of your answers to these questions? 1) How will you measure success?. All rights reserved. © Brian Tracy. 2) What is your expected date of completion?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

Where are you now? 2. [TBM/G-12] . All rights reserved. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. Where do you want to be in the future? 3. How are you going to qetthere? BRIAN TRACT'S TOTAL BUSIN65 NOTES © Brian Tracy. The contents.

Present tense 6.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 10 Goal Method I ! i. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.• i 1 1 NOTES © Brian Tracy. Positive statement filk 7' Seta deadline ! SSJSi . All rights reserved. [TBM/G-12] . The contents. or parts thereof. First person singular 5. KiiiiiiiiU ^laiiaiifiiiliiaittiiliilfl i ! ! ! !. Writedown 10 goals 2. One year time horizon 3.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. All rights reserved. or parts thereof. The contents.

14. 3 . '"% 6 . The contents. All rights reserved. 10. © Brian Tiocy. 7 . 13. 8. [TBM/G-12] .26 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUIID A GREAT BUSINESSI Write down at least 10 goals for the next twelve months . 9 . 4. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 15. 1 1. or parts thereof. 2.in the present. personal tense: 1 . positive. 5 . 12.

may nol be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] . or parts thereof. The contents. the most important/ simplifies your life and accelerates your progress BRIAN TRACY'S TOTAL BU5INF55 MA5TERY i I NOTES © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! mJfrma^Bk Single minded focus on one goal.

and abilities will you have to acquire or develop to achieve your goal? 1 ) 2) 3) © Brian Tracy. would have the greatest positive impact on your life?" 1.28 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ^ You must know exactly what you want . 1 ) 2) 3) 4. The contents. to achieve this goal. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. the problems you will have to solve. All rights reserved. skills. What is your deadline for achieving this goal? ^ % 3. What additional knowledge. What is your most important goal in life right now? 2. Determine the obstacles you will have to overcome. if you achieved it.more than anything else. "What one goal. [TBM/G-12] . or parts thereof.

The contents. All rights reserved. 2) What is your expected (late of completion?. Based on your answers to the above questions. [TBM/G-12] . assistance. © Brian Tracy. or parts thereof. Whose cooperation. what steps will you need to take to achieve this goal? 1 ) 2) 0P*\ 3) 4) 5) 6) 7) What one step are you going to take immediately? r 1) How will you measure success?. or support will you require to achieve your goal? 1 ) 2) 3) 6.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 29 0^\ 5. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

30 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! * * \ ^ © Brian Tracy. [TBM/G-12] . or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. All rights reserved.

All rights reserved. [TBM/G-12] . may not be reproduced in any form lor any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. The contents. or parts thereof.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your personal leadership ability is the major limit on what you can achieve i !: NOTES © Brian Tracy. The contents. All rights reserved.

The contents. Leaders have the courage to take action with no guarantee of success BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. Leadership is the most important factor for business success 2. Leaders have a clear vision of the future 4. All rights reserved. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Leadership is the ability to get results 3.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

i. Set and achieve business goals 2. Market and innovate-continually seek faster, better, cheaper, easier ways to create and keep customers 3. Set priorities and work on key tasks 4. Focus and concentrate where superior results are possible

p p

NOTES

© 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. [T3M/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

5. Solve problems and make decisions 6. Lead by example, be a role model Ask: "What kind of a business would my business be, if everyone in it was just like me?'' 7. Perform and get results. Always ask: uWhat results are expected of me?"
BRIANTRACY'

_^_ J

NOTES

© 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. [TBM/G-12]

36 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

BECOME A GREA T LEADER
Leadership is action, not position. When you act like a leader, you become one. All leadership skills are learnable with practice. 1. What are your three most important business goals right now? 1 ) 2 ) 3 ) 2. What are three ways that you could market your products/services faster, better, cheaper? 1 ) 2 ) 3 ) 3. What are your three top priorities for yourself and your business right now? 1 ) 2 )
^ \

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 37

4. In what areas should you focus and concentrate your time and resources? 1 ) 2) 3) 5. What are the three biggest problems or obstacles you are facing right now? 1 ) 2) 3) 6. What is the simplest way to solve each of the problems in #5? 1 ) 2) 3) 7. What are your three biggest, best opportunities right now? 1 ) 2 ) 3) 8. What one step could you take immediately to take advantage of each of these opportunities?
© 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. (TBM/G-12]

38 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

1 )
2) 3)

9. What three behaviors of yours are most important in setting a good example to others? 1 ) 2) 3) 10. What are the most important results that are expected of you? 1)
2) 3) .

^

What one action are you going to take immediately as a result of your answers to these questions?

1) How will you measure success?. 2) What is your expected date of completion?.
1 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. [TBM/G-12]

or parts thereof. All rights reserved. [TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! What are the decisions or actions you take that have the greatest impact on other people and your future? NOTES © Brian Tracy.

What are the decisions you make regarding your personal time usage that have a major impact on your income? 1 ) 2 ) 3 ) 3. The contents. These activities have high potential consequences in terms of time expenditure. All rights reserved.40 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! POINTS OF INTENSITY There are certain things you do that can affect the actions of other people. What are the three things you do in general that have a substantial impact on the lives or work of other people? 1 ) 2 ) 3 ) 2. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. cost and results. What are the decisions and actions of yours that have a major impact on your customers? 1 ) 2) 3) <S> Brian Tracy. [TBM/G-12] . 1. or parts thereof.

All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What are the financial decisions you make that can have a major impact on yourself and others? 1 ) 2) 3) 6. What are the career decisions you make that have a major impact on yourself and others? 1 ) 2) 3) 5. or parts thereof. [TBM/G-12] . What are the lifestyle choices that have an impact on your family? 1 ) 2) 3) 7.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 4. What are the health and fitness decisions you make that can greatly affect how long and how well you live? 1 ) 2) 3) © Brian Tracy. The contents.

[TBM/G-12] . What are you going to do differently as the result of your answers to the above questions? 1 ) 2) 3) What are you going to do first? 1) How will you measure success?. "*% © Brian Tracy. 2) What is your expected date of completion?. The contents. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 8.

can make a real difference? 3. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. All rights reserved. What are your key result areas? 2. What is the most valuable use of your time-right now? BRIAN TRACY'S TOTAL BUSINESS MA5TERY NOTES © Brian Tracy. if done well. What can you and only you do which. or parts thereof. The contents. [TBM/G-12] .

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . Productivity -1 am highly productive and efficient and I get a lot done each day. All rights reserved. Organizational Development .My business operates smoothly and efficiently with good people in every job. 1. Innovation -1 am continually introducing new and better products and services. The contents. GRADE 1 2 3 4 5 6 7 8 9 1 0 2. Marketing and Sales -1 have an aggressive. GRADE 1 2 3 4 5 6 7 8 9 1 0 3.44 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! BUILD A GREAT BUSINESS **% !S§ SKILLS ANALYSB KEY RESULT AREAS IN BUSINESS Give yourself a grade of 1-10 to determine how well you are doing in each area. GRADE 8 10 j 4. GRADE 1 2 3 4 5 6 7 8 9 1 0 ""N © Brian Tracy. on-going and successful sales program in place. or parts thereof.

Profitability -1 have a highly profitable business that is growing steadily in sales and net income. or parts thereof. Cost Control -1 continually monitor all expenses to assure the lowest cost of operations commensurate with high quality products. The contents. services and delivery. Weakest area? Action Commitment: © Brian Tracy. GRADE 1 2 3 4 5 6 7 8 9 1 0 6.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 45 5. Training and Development -1 am continuously upgrading my skills and the skills of my people. GRADE 1 2 3 4 5 6 7 8 9 1 0 7. [TBM/G-12] . Ji*\ GRADE 1 2 3 4 5 6 7 8 9 1 0 Strongest area?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. AH rights reserved.

A result is clear and specific. results are everything. What specific results are expected of you? 1 ) 2) 3) 4) 5) 6) 7) © Brian Tracy. 4. 2. A result is time-bounded and scheduled. 3. A result is essential to your company and to your success. output and career success. Some results are much more important and valuable than others.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! RESULTS PLANNING FOR In business. 6. or parts thereof. performance. 5. A result is measurable. All rights reserved. 1. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. A result is something for which you are completely responsible. Your ability to select the most important result you can get at any time determines your productivity. The contents. A result is under your control. A result has six characteristics: 1. [TBM/G-12) .

[TBM/G-12] . all day long. what would be the second most valuable result you could accomplish? Answer: Question: If you could only do three things. write down the three most important results for which you are responsible: © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 47 jj&\ 2. what one result would contribute the greatest value to your business? Answer: Question: If you could only do two things. Law of Three: There are only three tasks or activities that account for 90% of your results. Based on your answers to the questions above. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. What are they? Question: If you could only do one thing all day long. what would be the third most important result you could get. or the third most valuable contribution you could make? Answer: 3. all day long. or parts thereof. The contents.

48 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 ) 2) 3) 4. All rights reserved. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. or parts thereof. What actions could you take immediately to achieve your three most important results? Result #1: 1 ) 2) 3) Result #2: 1 ) 2 ) 3) Result #3: 1 ) 2 ) 3 ) © Brian Tracy.

2) What is your expected date of completion?. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What is the most important single action you could take to achieve your most important result in each area? 1 ) 2) 3) What one action should you take immediately to achieve your most important result? 1) How will you measure success?. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 49 5. © Brian Tracy. [TBM/G-12] . The contents.

or parts thereof.ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) ' Brian Tracy.5 0 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI RECOMMENDED LESSONS: ICOME A GREAT LEADER 1.conri and type in the name of the lesson in the search window. log on to Business Growth Strategies (www. Becoming A Leader: (SM>SMGS) 3. BGS CATEGORIES . [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. How Excellent Leaders Lead: (SM>SMGS) 2. All rights reserved. Strategies for Effective Leadership: (SM>SMGS) T o access these and other lessons.bizgrowthstrategies. The contents.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 5 1 © Brian Tracy. The contents. AH rights reserved. or parts thereof. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

[TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.52 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. All rights reserved. or parts thereof.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Session 2 Offer a Great Product or Service Brian Tracy © Brian Tracy. or parts thereof. The contents. [TBM/G-12] .

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The quality of your product/service determines 90% of business success Quality is the key determinate of your growth and profitability It is the key determinate of your reputation NOTES © Brian Tracy. All rights reserved.

All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. or parts thereof. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ! How often customers say: "This is a great product!" BRIAN TRACY'S TOTAL BUSINES5 MASTERY NOTES © Brian Tracy.

What exactly do you sell . PBM/G-12] . and is willing to pay for? 1 ) 2 ) 3 ) 3. What does your customer consider value. avoid or preserve for your customer? 1) Achieve? 2) Avoid? _ 3) Preserve? "*) !* * \ © Brian Tracy. All rights reserved. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What does your product/service achieve. The contents.56 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! OFFER A GREA T PRODUCT OR SERVICE "Quality is what your customers say it is.defined in terms of what your product/service does to change or improve the life or work of your customer? 1 ) 2 ) 3 ) 2." Quality Rating: "What percentage of the time does your product »« or service do what you say it will do?' 1.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 57 40^ 4. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 20% of your features and benefits account for 80% of customer satisfaction. All rights reserved. What are those 20%? 1 ) 2 ) 3 ) © Brian Tracy. Which of your products or services sell the most easily and are the most popular? 1 ) 2) 3) 5. or parts thereof. The contents. What are the best compliments that you receive from your happy customers? 1 ) 2) 3) 6. What do your products or services offer to your customers that make them superior to your competitors? 1 ) 2) 3) 7.

If your best products were perfect in the minds of your customers. . moy not be reproduced In any form lor cny purpose wilhoul Ike wrlnen permission ol Brian Tracy. . abilities. how would they be different from today? 1) 2) 3) 9. knowledge or capabilities will you need in the future to produce great products and services? 1) 2 ) 3 ) 11.58 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 8. (TBM/G-12] . "^ . What products or services should you abandon or discontinue because you cannot achieve excellence in those areas? 1) 2 ) 3) BUM Tracy. The contents. What skills. All rights reserved. or pans Iheieol. . What are the core competencies in your business that enable you to produce excellent products and services? 1) 2 ) 3 ) 10.

"This is a great product!" from your customers? 1 ) 2 ) 3) What one action are you going to take immediately as a result of your answers to these questions? 1) How will you measure success?. (TBM/G-12] . What three things could you do. to trigger the response. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. The contents. or parts thereof. © Brian Tracy. 2) What is your expected date of completion?.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 12. starting today.

or parts thereof. All rights reserved. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

Services: My services to my customers are superior in the following ways: 1 ) 2) 3) J00fi^\ © Brian Tracy. Determine the areas of operation where you are or could be excellent: 1.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! g] yf^^S AREAS OF EXCELLENCE The market only pays superior rewards for superior performance. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Product: My product is superior to that of my competitors in the following ways: 1 ) 2) 3) The ways in which we could be superior in the future are: 1 ) 2) 3 ) 2. or parts thereof. The contents. All rights reserved. [TBM/G-12] .

1 ) 2) 3) 3. 1 Brian Tracy. Location: The places we serve our customers are superior to our competitors in the following ways: 1) 2) 3) . People: The people in my company are superior to our competitors in the following ways: 1 ) 2) 3 ) The ways in which we could be superior in the future are: 1 1) 2) 3) 4. The contents. . . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. . [TBM/G-12] .62 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The ways in which we could be superior in the future are: . All rights reserved.

The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI Our location/facilities could be superior if we: 1 ) 2 ) 3 ) 5. [TBM/G12] . Convenience: It is more convenient/easy for our customers to buy from us because: 1 ) 2 ) 3 ) It would be easier for our customers to deal with us if we: i) 2) 3) : 6. or parts thereof. All rights reserved. Responsiveness: We respond to our customer needs faster than our competitors in the following ways: 1 ) 2) 3 ) © Brian Tracy.

Price: Our prices/charges/fees to our customers are superior to our competitors in the following ways: 1 ) 2) 3) : Our prices/charges would be superior if we: 1 ) 2) 3) 8.64 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! We could increase our speed of response to our customers if we: 1 ) 2) 3) 7. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. »Brion Tracy. Quality: Our products/services are superior in quality to our competitors in the following ways: 1 ) 2 ) 3 ) !* * \ . [TBM/G-12] . The contents. All rights reserved. or parts thereof.

All rights reserved. needs. and complaints are superior to our competitors in the following ways: 1 ) 2) © Brian Tracy. The contents. Promotion: Our methods of sales and promotion of our products/services are superior to our competitors in the following ways: 1 ) 2) 3) Our methods of sales and promotion could be superior to our competitors if we: 1 ) 2) 3) 10. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 65 We could improve the quality of our products/services if we: 1 ) 2) 3) 9. [TBM/G12] . or parts thereof. Processes: Our ways of doing business and processing customer purchases.

66 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! We could greatly improve on our processes and procedures for dealing with customers if we: 1 ) 2) 3) 11. or parts thereof. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Reputation: Our reputation in our market is superior to that of our competitors in the following ways: 1 ) 2) 3) Our reputation would be even better than our competitors if we were to: 1 ) 2) 3) 12. All rights reserved. fTBM/Gl 2] . I would work to bring about the following improvements: 1 ) 2) 3) : © Brian Tracy. If I could wave a magic wand and improve every area of my business.

[TBM/G12] . The three most important/valuable improvements I could make right away are: 1 ) 2) 3) The one change/improvement I am going to implement immediately is: 1) How will you measure success?. or parts thereof. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 13. j0^\ © Brian Tracy. 2) What is your expected date of completion?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. log on to Business Growth Strategies (www.conri and type in the name of the lesson in the search window. or parts thereof. The contents.6 8 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! RECOMMENDED LESSONS: " % OFFER A GREA T PRODUCT OR SERVICE 1. Finding Ideal Customers: (B>PGS) T o access these and other lessons. BGS CATEGORIES .ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) © Brian Tracy. Identify your Target Market: (B>EGS) 2. Pump up your Profits! (B>PGS) 3. All rights reserved.bizgrowthstrategies. [TBM/G-12] .

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may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] . The contents. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your ability to plan and organize every ^ r detail of your business is essential to your success and profitability NOTES © Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! THINKING! The potential consequences of yourthinking makes thinking the most important and valuable activity you engage in BRIAN TRACY'S TOTAL 81 I NOTES © Brian Tracy. [TBM/G-12] . The contents. All rights reserved.

The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! r Normal Thinking Process: Stimulus I Response SuperiorThinking Process: Stimulus I Thought I Response M Key: Response-Ability NOTES © Brian Tracy. or parts thereof. [TBM/G-12] . All rights reserved.

Purpose: reasons why business exists At. The contents. [TBM/G-12] . Vision: ideal picture of the future business 3. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. Mission: goals to accomplish 4. BUSINE55 MASTERY II NOTES © Brian Tracy. core principles 2. or parts thereof. All rights reserved. Values: clear.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

Excellent leadership and management Excellent products and services Excellent reputation in market Solid financials

NOTES

© 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. [TBM/G-12]

76 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

DESIGN k GREAT BUSINESS PLAN
The most important work you do is "THINKING,
55

The quality of your thinking about the key elements of your business has the greatest impact of all on your success. 1. What are the core values and principles that you and your business stand for and believe in? 1) 2) 3 ) 2. If your business was perfect in every way, what would it look like in the future? 1 ) 2) 3) 3. What is your mission for your business - defined in terms of how you want to change or improve the life/work of your customers? a) Your mission: "Our mission is to:
< * * % >

. __

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 77

b) Your method: "We achieve our mission by:

c) Your measure: "We measure our success by achieving these numbers:

4. Why are you in this business at all? What is your purpose or reason for being in business? What difference do you want to make? 1 ) 2) 3)
J0^\

5. The three most important leadership/management qualities we have, or need to have, are: 1 ) 2) 3) 6. The very best, highest quality products and services we offer are: 1 ) 2) 3)

© 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. [TBM/G-12]

78 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI
* * \

7. Because of our excellent reputation, the best things people say about us are: 1 ) 2) 3) 8. The three areas where we are, or should be, leaders in our market are: 1 ) 2) 3) : . .

9. The three most important areas of focus for our marketing and sales activities are: 1 ) 2) 3) 10. We focus intensely on serving our customers well by doing these three things: 1 ) 2) 3 )

© 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. [TBM/G-12]

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2) What is your expected date of completion?. © Brian Tracy. [TBM/G-12] . or parts thereof. or should be. We encourage people to open and honest especially in these three areas: 1 ) 2) 3) What one action are you going to take immediately as a result of these answers? 1) How will you measure success?. The contents. The three best qualities of our staff are. the following: 1 ) 2 ) 3) 12. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 11.

80 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! RECOMMENDED LESSONS: DESIGN k mm BUSINESS PUN 1. All rights reserved. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Planning For Success: (B>PGS) 2.bizgrowthstrategies. The contents.com) and type in the name of the lesson in the search window. log on to Business Growth Strategies (www.ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) *m. BGS CATEGORIES . or parts thereof. Developing Your Business Plan: (B>PGS) 3. © Brian Tracy. Create Your Business Systems: (B>PGS) T o access these and other lessons.

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[TBM/G-12] . or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY ! BUILD A GREAT BUSINESS! Marketing Strategy: All business strategy is marketing strategy Your ability to attract qualified prospects determines your success in business N TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy.

may not be reproduced in any form for any purpose without ihe written permission of Brian Tracy. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 83 Marketing Strategy You are responsible for -4. or parts thereof. All rights reserved. * ! making the critical strategic decisions for your business BRIAN TRACY'S TOTAL BU5IN(:SS MASTERY NOTES © Brian Tracy. The contents.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your competition determines your level of ^ 1 . and how much money you make TOTAL.^^M ! sales. the prices you charge. or parts thereof. All rights reserved. The contents. [TBM/G-12] . BU5INES NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! IB US Your decisions in these four areas determine the success or failure of your business NOTES © Brian Tracy. All rights reserved. [TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.

All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. [TBM/G-12] . or parts thereof. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. BUS NOTES © Brian Tracy. service. customer. or parts thereof. All rights reserved. market. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! This is the product. [TBM/G-12] . area of technology where you focus all your efforts IAN TRACY'S TOTAL.

Your "Unique Selling Proposition" Where are you or could you be "the best?" kMjU«4£SI*|ra«UiMKI*£ZV NOTES © Brian Tracy. Your area of excellence. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. The contents. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. superiority 3. Your competitive advantage 2.

How would you describe your "perfect customer?" NOTES © Brian Tracy. What are their psychographics? 3.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Who are those customers who most appreciate your area of superiority? i. All rights reserved. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof. What are their demographics? 2.

or parts thereof. What are the best possible media? 3. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . What are the most powerful appeals? RACY'STOT NOTES © Brian Tracy. money and resources. i. The contents. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Where you focus your time. What are the best possible ways to contact your ideal customers? 2.

may not be reproduced in any form (or any purpose without the written permission of Brian Tracy. Education? 5. Income? 4. Age? 2. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. Family Status? BRIAN TRACY'S TOTAL BUSINESS MA5TERY NOTES © Brian Tracy. The contents. Location? 7. All rights reserved. Occupation? 6. Gender? 3. [TBM/G-12] .

Fears. worries? 5. doubts. Hopes. aspirations? 4. Problemsto be solved? NOTES © Brian Tracy. Wants. ambitions? 2.BRIAN TRACY'S TOTAL BUSINESS MASTERY i BUILD A GREAT BUSINESS! i. [TBM/G-12] . needs. dreams. or parts thereof. motivations? 3. The contents. Goals. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

best choice in the customers7 mind BRIAN TRACY S MASTERY NOTES © Brian Tracy. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Attracts a steady stream of qualified prospects Emphasizes your "Unique Selling Proposition" Positions your product as the first. or parts thereof. [TBM/G-12] .

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your goal is to position MAlUttlSlf ! II VX«1I K*~ as the wonly" choice for what you sell NOTES © Brian Tracy. The contents. or parts thereof. [TBM/G-12] . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

concentrate and get better results at lower cost. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 95 CREATE A GREAT MARKETING PLAN FOUR PRINCIPLES OF MARKETING STRATEGY Your ability to think and plan strategically enables you to focus. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. where/how would you choose to specialize? 1 ) 2 ) 3 ) 3. or parts thereof. 1. All rights reserved. If you were starting over today. What is your area of differentiation? Your area of competitive advantage? In what way are your products/services superior to your competitors? © Brian Tracy. The contents. What is your area of specialization? 1) Product/Service? 2) Market? 3) Customer Type? 4) Geographical Area? 5) Outcome/Result? _ 2.

on what customers should you focus your time. Concentration . Segmentation ." the one value or benefit that makes your product or service more desirable than any other? 5. [TBM/G-12] . The contents. What is your "Unique Selling Proposition. All rights reserved.who are the customers who can most benefit and pay for what you do best in your area of specialization? "**') 1 ) 2) 3) : 6. or parts thereof. money and efforts? 1 ) 2 ) 3 ) © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.96 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS) 2) 3) : 4.

The contents. [TBM/G-12] . based on the above? 1 ) 2 ) Jp\ 3 ) What one action are you going to take immediately. or parts thereof. markets. All rights reserved. based on your answers to the above questions? 1) How will you measure success?. or customers should you abandon or discontinue. based on the above? 1 ) 2) 3) 8. What products. 2) What is your expected date of completion?. JP*\ © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 97 7. What are your three best and most popular products/services.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Any change in the mix can change your sales and your results NOTES © 3rian Tracy. All rights reserved. The contents. or parts thereof. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 99 The Marketing Mix ! 'S . The contents. [TBM/G-12] .0„ Promotion 5. Peopl BRIAN TRACY'S TOTAL BUSINESS MASTERV NOTES © Brian Tracy. All rights reserved. Position 7. or parts thereof. *. Packagi 6. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

or parts thereof.21 i-33 1.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Area of Activity Improvement Cumulative 10% 10% 10%) 10% 10% 10% 10% S TOTAL BUS' i. [TBM/G-12] . Promotion 4. Product 2. may nol be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.10 1.94 NOTES © Brian Tracy. Packaging 6. People 1.61 1. Positioning 7. Price 3. All rights reserved. Place 5.

/ . Product i. outcomes.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! '!. What does it achieve. All righls reserved. What do you sell? Describe it in terms of benefits.- NOTES 1 Brian Tracy. or parls thereof. [TBM/G-12] . preserve? 3. . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. How does it change or improve the life or work of your customer? Transform? BRIAN TRACY'S TOTAL BUSINF5S MA5TERY • ! ! . '•-: 2. The contents. avoid.

How do you charge? 3. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Could there be a better way to charge or pay? . [TEM/G-12] .ACY" NOT © Brian Tracy. All rights reserved. How does the customer pay? 4.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. or parts thereof. What does it cost? 2.

or parts thereof. [TBM/G-12] . advertising and public relations? B 0 0 1 -^ • 3 . delete. The contents. increase? BRIAN TRACY'S TOTAL BUSINE5S MASTERY 5 NOTES © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! T i ' 8$ i w : " * Promotion How do you reach your customers? Marketing. improve. All rights reserved.What could you add. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.Sales strategies and methods? t ff 4.

All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Advertising and Promotion Creates an immediate response: • "That's for me!" • ul want that!" • "How do you do that?" Goal: To get customers to want to buy what you are selling H i R1AN TRACY'S TOTAL BUSINESS MASTERY ^^^^J NOTES © Brian Tracy. or parts thereof. The contents. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

The contents. Where do you offer your product/services? 2. How could you change/improve the location of your sales activities? iRACY'STOTAL BU NOTES © Brian Tracy. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. Where else could you sell your product/service? 3. or parts thereof.

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[TBM/G-12] . or parts thereof. The contents. How can you get your customers to think of you this way? BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. How are you talked about. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ! !if !it * Positioning i. What words do you "own" in your customer's mind? 3. All rights reserved. thought about by your customers? 2. What words would it be helpful for you to own? 4.

or parts thereof. positive BRIAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. All rights reserved. friendly. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Customers are 100% emotional How they feel determines their decisions Every customer contact must be warm.

The contents. Packaging j 6.BRIAN TRACY'S TOTAL BUSINESS MASTERY ! BUILD A GREAT BUSINESS! • 1. Product 2. Positioning} 7. Place " V A 10% A 10% A 10% A 10% A 10% A 10% 3. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . Product 2. Place 5. People 5. Promotion 4. or parts thereof. People © Brian Tracy. Price a. Packaging 6. Positioning 7. Price 3. Promotion 4.

you must be prepared to change as well. A single change in one element of the marketing mix can change you sales and prof itability dramatically. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. The contents. Product/Service: what additions or changes could you make to your product or service offerings to make them more attractive? 1) 2) 3) 2. Promotion: How could you market or sell your products or services more effectively? 1 ) 2) 3) © Brian Tracy. Price: Are your products or services priced properly for the existing market? How could you change your pricing to be more competitive? 1 ) 2) 3) 3. 1. or parts thereof.110 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! CREATE A GREAT MARKETING PLAN As markets change. [TBM/G-12] __ "> .

and in what way. could you offer your products/ services differently? 1 ) 2) 3 ) 5. more desirable? 1 ) 2 ) 3 ) 6. Positioning: How could you position yourself more effectively against your competition so your product appears superior to theirs? 1 ) 2) 3) 7. Place: Where else. The contents. All rights reserved. Packaging: How could you package your offerings differently to make them more attractive.B R I A N T R A C Y ' S T O TA L B U S I N E S S M A S T E R Y I B U I L D A G R E AT B U S I N E S S ! ] \ ] 4. [TBM/G-12] . People: Who are the key people inside and outside your business who most determine your level of sales? 1 ) 2) © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.

or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2) What is your expected date of completion?. The contents. © Brian Tracy.11 2 B R I A N T R A C Y ' S T O TA L B U S I N E S S M A S T E R Y I B U I L D A G R E AT B U S I N E S S ! What one action are you going to take immediately as a result of your ^ answers to the questions above? 1) How will you measure success?. All rights reserved. [TBM/G-12] .

log on to Business Growth Strategies (www. Personal Growth Strategies (P>RGS) © Brian Tracy. Magical Marketing: (B>PGS) 2.bizgrowthstrategies.com) and type in the name of the lesson in the search window. All rights reserved. Use the 7 Step Formula: (B>PGS) T o access these and other lessons. The contents. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Market and Sell Anything: (B>PGS) 3. BGS CATEGORIES .ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success -•.BRIAN TRACY'S TOTAL BUSINESS MASTERY i BUILD A GREAT BUSINESS! RECOMMENDED LESSONS: 1. or parts thereof..

The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] . or parts thereof.

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The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Continual focus on your most important numbers changes and improves them IAN TRACY'5 TOTAL BUS' © Brian Tracy. All rights reserved.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 17 Fact: The potential profitability of your business is far greater than your current results FUTURE Key: Focus on the key numbers in your business BRIAN TRACY'S TOTAL BUSINESS MASTERY i Brian Tracy. The contents. [TBM/G-12] . All rights reserved. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

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The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The Economic Denominator1 The one number that most accurately predicts business success or failure What is it for your business? r © Brian Tracy. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. or parts thereof.

usually the biggest single expense Lead generation . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.number and cost per lead Conversion rate . : L_ fini 7 - Hjjj|UjAl||£xjjj2U|i|9i^ NOTES © Brian Tracy.from lead to customer 1 wBl *Jk 1 3 45- 1 6. or parts thereof.of all products. 1 ! j Sales . The contents. 1 i . All rights reserved. [TBM/G-12] . from all services Other revenues . 2.of all kinds Cost-of-goods sold-all inclusive Expenses .every cost of doing business Salaries and wages . | Business Numbers to Watch i.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! r — '^ .

Average cost per sale 14. Average number of times a customer buys r HAN TRACY'S TOTAL BUSINESS MASTERY © Brian Tracy. All rights reserved. Average net profit per sale 13. or parts thereof. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BUILD A GREAT BUSINESS! I BRIAN TRACY'S TOTAL BUSINESS MAKEOVER 1 2 1 Business Numbers to Watch 8. The contents. Cost of customer acquisition 9. Average gross profit per sale 1 * 0 11. Average size of sale 10. Average gross profit margin as percentage 12.

Average number of referrals received 21. Sales per day.BRIAN TRACY'S TOT AL BUSINESS MASTERY I BUILD A GREA T BUSINESS! 15. or parts thereof. Average size of up-sell or cross-sell 20. The contents. Average sales per square foot . Sales per employee-average 17. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Lifetime value of a customer 16. [TBM/G-12] .retail iRACY'S TOTAL BUSINESS MASTERY NOT © Brian Tracy. All rights reserved. month 18. week. Sales per specific product or service 19.

3 r+ TD fD C m > CO 5' Z 5 3 ' fD _ . G _ 3" O Z5 Q. "< -< Q_ n < QJ e n CT Q E.© > t o > CD cr CO " 8 0> 4> M M M UJ *. C 3 Go O — h r+ -h u o O 3 O c —J 3 O n a > Qr-t-' 3 O 3 ID QJ in Q J fD -Q o rV fD —t Z3 E. er = e^ n r+ C r+ g>. Q J fD -< — • . g 73 V CO CO > O > ZJ o > O r+ Z5 QJ C U 1 $ n> r-ten i > Co c 3 3 c T*f ^O **i O c fD 7 3 X fD "O r + m C =3 o o 13 fD 13 o -< w zr QJ 3 o Z3 sri fD 5' O fD 3 en i en rn Z3 =3 LQ 3 =3 O r* JL =T Z3 fD < a .

past due payments 33. [TBM/G-12] . or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! hi Business Numbers to Watch 29. Amount of debt or total owed by the business 30. The contents. General trend of sales numbers 31. Number and age of bad debts. Your "Economic Denominator. Number of orders for future fulfillment 32. BUSINESS MASTERY NOTES © Brian Tracy." your most important number What is it? IAN TRACY'S TOTAL.

from lead to customer 8. from all sources 2. Conversion rate .all inclusive 4. [TBM/G-12] .number and cost per lead 7. Average gross profit per sale 11. Salaries and wages . The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 125 GENERATE GREAT NUMBERS BUSINESS NUMBERS TO WATCH 1.of all kinds 3. Cost of customer acquisition 9. Sales . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.every cost of doing business 5. Other revenues .usually the biggest single expense 6. Lead generation . Cost-of-goods sold .of all products. Expenses . Average gross profit margin as percentage © Brian Tracy. All rights reserved. Average size of sale 10. or parts thereof.

Average size of up .average 17. or parts thereof. month 18. The contents. [TBM/G-12] . Return-On-Equity (ROE) . Return-On-Investment (ROI) . Average sales per square foot .126 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 12. Average number of referrals received 21. Lifetime value of a customer 16.sell or cross-sell 20. Average number of times a customer buys 15. Sales per day. All rights reserved. week.return on money working in the business 23.retail 22. Return-On-Sales (ROS) . 13. Sales per employee .net profit from sales after all expenses © Brian Tracy.return on owner's equity in the business 24. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Average net profit per sale . Average cost per sale 14. Sales per specific product or service ^\ 19.

Your "Economic Denominator. Amount of receivables and how long outstanding 26. Amount of money drawn down on Line-of-Credit 29. The contents. Number and size of bad debts. [TBM/G-12] . Number of orders for future fulfillment 32. past due payments 33. All rights reserved. Amount of debt in total owed by the business 30.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 127 25. Amount of payables and when due 27. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. General trend of key numbers 31." your most important number © Brian Tracy. Amount of money in the bank 28. or parts thereof.

What are the three most important numbers you watch in your business? 1 ) 2) 3) . What are your primary sources and costs of leads? 1 ) 2) 3) 4. What three numbers give you the best idea of the health of your 1 business? 1 ) 2) 3) 3. All rights reserved. [TBM/G-12] . 1. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.128 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! GENERA TE GREA T NUMBERS Your ability to focus on certain numbers in your business can change your results. What percentage of leads or prospects actually buy? © Brian Tracy. 2. The contents. or parts thereof.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. © Brian Tracy. What is your average size of sale? 6. What is your "Economic Denominator/' . [TBM/G-12] . How often does your typical customer buy from you? v 10.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 129 5. What is your average gross profit on sales? 7. All rights reserved. What are the average costs of each sale? 8. What is your average real profit on sales and operations? 9. or parts thereof. 2) What is your expected date of completion?.the one number that best measures the health of your business? What action are you going to take immediately as a result of your answers to these questions? 1) How will you measure success?.

The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. or parts thereof. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Analyze and identify your most profitable products and services vACY-'STOTAL BUSINESS MASTERY © Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! r © Brian Tracy. All rights reserved. The contents. or parts thereof. [TBM/G-12] .

All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. The contents.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 133 A profit is a "gain. The contents. [TBM/G-12] . Your goal is to organize your business to achieve the greatest possible profit or return from your investment of time or money. What are your least profitable products/services? 1 ) 2) 3) 3. What are your most profitable tasks and activities? 1 ) 2) 3) © Brian Tracy. 1. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. reward. All rights reserved. increment of value" in a business or activity. What are your most profitable products/services? 1 ) 2) 3) 2. or parts thereof.

and activities? 1) 2) 3) 5. those whose contributions are the most valuable? 1 ) 2) 3) : © Brian Tracy. All rights reserved. What are your most profitable marketing and sales activities? 1 ) 2 ) 3 ) 6. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.134 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 4. [TBM/G-12] . What are your least productive/profitable sales and marketing activities? 1 ) 2) 3) 7. What are your least profitable/productive tasks. Who are your most profitable people. The contents.

© Brian Tracy. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 135 8. 2) What is your expected date of completion?. or parts thereof. What personal work activities give you the greatest pleasure and satisfaction? 1 ) 2) 3 ) 10. What sort of personal work activities give you very little pleasure or satisfaction? 1 ) 2) 3) What one action are you going to take immediately as a result of your answers to the above? 1) How will you measure success?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Who are your least profitable people. All rights reserved. those who contribute very little? 1 ) 2 ) 3 ) 9. [TBM/G-12] .

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BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI

RECOMMENDED LESSONS:

**S

GENEStATi GEtEM Ml
1. Focus on Financial Results: (B>PGS) 2. Budget For Your Business: (B>EGS) 3. Managing Your Information: (B>PGS) T o access these and other lessons, log on to Business Growth Strategies (www.bizgrowthstrategies.com) and type in the name of the lesson in the search window. BGS CATEGORIES - ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS)

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

137

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© 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. [TBM/G-12]

138

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

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© 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. [TBM/G-12]

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BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS)

Attract a Your success in business will be determined by the people who work for you more than any other factor

NOTES

© 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. [TBM/G-12]

[TBM/G-12] . The managers'work is the work of the team 3.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 141 r Attract and Keep Great People ^ i. The best businesses have the best people IAN TRACY'S TOTAL BUSINESS MASTERY MOTS © Brian Tracy. or parts thereof. All rights reserved. All work is done by teams <r* 2. The contents. Success requires excellent performance of each team member 4. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

The contents. All rights reserved. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .000 -r 2000 = $50 p/h) >ACY'STOTAt BUSINESS ' ^M © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Determine Your Hourly Rate Divide your annual income by 2000 to calculate your hourly rate (Ex: $100.

BRIAN TRACY'S TOTAL BUSINESS NOTES © Brian Tracy. All rights reserved. or parts thereof. Free up every minute possible for doing those things that only you can do. [TBM/G-12] . The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Delegate everything that anyone else can do at a lower hourly rate than you earn. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

" iiatdoyoudo best? .RACY'STOTAl BU. delegate or discontinue the rest. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! uDo what you do best. © Brian Tracy. [TBM/G-12] . or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.

.

The contents. or parts thereof. [TBM/G-12] . All rights reserved. S' Your ability to find and hire the right people is the key to leveraging and multiplying yourself NOT © 3rian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! y^V »J«. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

[TBM/G-12] . or parts thereof. All rights reserved. The contents. Selection is 95% of success < ' 0 * w 2.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 147 r * How To Hire i. Never hire as a solution to a problem Poor hiring is very expensive (3-6 times annual income) * f : &* r BRIAN TRACY'S TOTAL BUSIMF55 MASTERY NOTES r © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.ACY'S TOTAL BUS' © Brian Tracy. [TBM/G-12] . All rights reserved. Thinkthrough the job a) Results expected? b) Skills required? c) Personality attributes necessary? .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 4. or parts thereof.

or parts thereof. Casta wide net-tell others NOTES © Brian Tracy. All rights reserved. The contents. [TBM/G-12] . Write out the job description . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.idealize! (as much detail as possible) 6.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 5.

The contents. [TBM/G-12] . All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Interviewing process: a) Look for achievement history )) Sense of urgency c) Intelligent questions d) Rule of 3 NOTES © Brian Tracy. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

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If you could only do three things all day long.152 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! A TTRACT AMD KEEP GREA T PEOPLE 1. What are the three activities that pay you your hourly rate or more? 1 ) 2 ) 3) : 3. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. Determine your hourly rate by dividing your annual income by 2000: 2. All rights reserved. what three things would they be? 1 ) 2 ) 3 ) 4. In what three areas are you excellent at what you do? 1 ) 2 ) 3 ) © Brian Tracy. [TBM/G-12] .

what specific people would you hire? /0^\ © Brian Tracy. What three jobs or activities should you hire someone else to do? 1 ) 2) 3) 9. or parts thereof. [TBM/G-12] . 8. The contents. What three tasks or activities at work do you enjoy the most? 1 ) 2) 3 ) 7. If you hire excellent people to do certain jobs. What three tasks or activities do you enjoy the least? j0p*\ 1) 2 ) 3 ) . In what three areas are you average or not very good? 1 ) 2 ) 3 ) 6. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 153 # i \ 5.

The contents. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.154 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 ) 2) 3) 10. All rights reserved. assign. or parts thereof. Who are you going to hire. 1) How will you measure success?. so that you can concentrate on your top tasks? 1 ) 2) 3 ) What one action are you going to take immediately as a result of your answers to these questions? __ . 2) What is your expected date of completion?. delegate or replace immediately. © Brian Tracy.

bizgrowthstxategies. Building Peak Performance Teams: (SM>SMGS) 3. Superior Selection Skills: (SM>SMGS) 2. log on to Business Growth Strategies (www.com) and type in the name of the lesson in the search window.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 155 ^ \ RECOMMENDED LESSONS: ATTRACT .ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) jfp\ © Brian Tracy. All rights reserved. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. The contents. BGS CATEGORIES . A Great Place to Work: (SM>SMGS) T o access these and other lessons. KEEP AND DEVELOP GREAT PEOPLE 1.

[TBM/G-12] . All rights reserved. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.156 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! !" * 5 % © Brian Tracy. or parts thereof.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI

Your ability to sell your product or service and to get payment is the key to your business future

NOTES

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

i. The #1 reason for business success is "high sales" 2. The #1 reason for business failure is "low sales" 3. "Nothing happens until a sale takes place" 4. Your primary job is to "create and keep a customer"
'5 TOTAL BUSINE5

NOTES

© 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. [TBM/G-12]

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

i. Consistently converts prospects into customers 2. Creates a "great buying experience" 3. Sets the stage for resales 4. Generates recommendations and referrals

NOTES

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BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS!

i. Prospecting
0 # m

> 2. Establishing rapport and trust 3. Identifying needs accurately 4. Presenting persuasively
L BU5INE55 MAS1

NOTES

© 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. [TBM/G-12]

Answering objections effectively 6. The contents. All rights reserved. Closing the Saleconsistently 7.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 5. or parts thereof. [TBM/G-12] . Getting resales and referrals NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

Building Rapport and Trust -1 quickly and easily build excellent relationships with my prospects. [TBM/G-12] . Need/Problem Identification -1 ask excellent questions that enable me to identify the true needs of my prospects. GRADE 1 2 3 4 5 6 7 8 9 1 0 © Brian Tracy. or parts thereof. 1.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 163 PERFECT A GREAT SALES PROCESS S SKILLS ANALYSIS KEY RESULT AREAS IN SELLING Give yourself a grade of 1-10 to determine how well you are doing in each area. GRADE 1 2 3 4 5 6 7 8 9 1 0 2. Prospecting -1 develop a steady stream of qualified prospects so I always have more people to see than I have time. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. GRADE 1 2 3 4 5 6 7 8 9 1 0 4. All rights reserved. GRADE 1 2 3 4 5 6 7 8 9 1 0 3. Presentation Skills -1 present my product/service clearly so that my prospect quickly realizes that what I sell is the ideal product/service for him or her.

Resales and Referrals -1 get a steady stream of repeat sales and referrals from my customers. The contents. All rights reserved. GRADE 1 2 3 4 5 6 7 8 9 10 6. Closing the Sale -1 close each sale smoothly and in a timely fashion. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! !^ ^ 5. GRADE 8 10 | 7. [TBM/G-12] . Weakest area? Action Commitment: **% ^ © Brian Tracy. Answering Objections -1 have well developed answers and responses for most customer objections. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. GRADE 1 2 3 4 5 6 7 8 9 10 Strongest area?.

the oxygen to the brain of your financial future. all sales skills are learnable . Prospecting: who are the ideal customers for what you sell? 1 ) 2) J0I^\ 3) 2. A good prospect has four qualities. The contents. Fortunately. [TBM/G-12] .with instruction. What do you do to build trust with prospects? © Brian Tracy. or parts thereof. practice and repetition.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! PERFECT A GREA T SALES PROCESS Sales is the heartbeat of your business. 1. Trust and credibility are the "heart" of the sale. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. What are they for your best prospect? 1) Problem unsolved? 2) Need unsatisfied? 3) Goal unachieved? 4) Pain to be taken away? 3.

or parts thereof. 5. _ . Presenting persuasively . important need that a customer has that would cause him/her to buy your product? ***) 1) 2) 3 ) 6. The contents. All rights reserved.166 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 1 ) 2) 3) 4. Identifying needs accurately: What specific needs.what are the three most important elements in persuading a prospect to buy from you? 1 ) 2) 3) . wants of your ideal customer does your product or service satisfy? 1) 2) 3) . What is the most pressing. © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. . [TBM/G-12] .

All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 167 7. [TBM/G-12] . Why do your prospects buy from your competitors? 1 ) 2 ) 3 ) 10. Answering objections effectively: What are the three most common objections you get as reasons for not buying? 1 ) 2) 3) 8. What must a prospect be convinced of to buy your product from you? 1 ) 2) 3) 11. or parts thereof. The contents. People only buy one thing: improvement. © Brian Tracy. Why don't qualified prospects buy your product? 1 ) 2) 3 ) C 9. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

What are three ways to follow through after the sale to assure customer satisfaction? 1 ) 2) 3) © Brian Tracy. [TBM/G-12] . Resales: What three things can you do before and after the sale to get the customer to buy from you again? 1 ) 2) 3) 14. All rights reserved. The contents. ~> .168 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI What specifically does your product or service do to improve the life or work of your customer? 1 ) 2) 3 ) 12. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.what are the three best methods that you use to get the prospect to take action and to buy from you? 1 ) 2) 3) 13. Closing the Sale .

or parts thereof. #*^.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ](fl What one action are you going to take immediately to create a great sales process? 1) How will you measure success?. All rights reserved. [TBM/G-12] . © Brian Tracy. 2) What is your expected date of completion?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.

SCORE 4. and leads you in a different direction. Our salespeople are not selling enough to our customers: What else is the problem? © Brian Tracy. 2. Initial definition of problem: "Our/my sales are not high enough. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. revenues. Do. 2. Increase frequency of purchases from each customer. We do not have enough customers. Each definition of the problem suggests a different solution. Sales. rev enue and cash flow: 1. Our sales are not large enough per customer: What else is the problem? Our customers are not buying frequently enough from us: What else is the problem? We do not have enough salespeople: What else is the problem? 8. and cash flow. To increase your sales. Make more individual sales. or parts thereof. offer. Our advertising and promotion is not attracting enough customers: What else is the problem? 5. [TBM/G-12] . Ask "What else could be the reason?" after every definition of the problem — until you find the real reason. how would you grade yourself/your company? Possible reasons for this problem: 1. All rights reserved. sell something completely different. We are not converting enough prospects into customers: What else is the problem? 4. 3. 3. The contents. 4. There are four ways to increase sales. Make larger sales to each customer. cash flow are essential to the success and growth of your business. you must accurately identify the correct reason why you are not sell ing enough at the present. Our customers are not buying enough: What else is the problem? 3. revenue.170 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1. What else is the problem? 2." On a scale of 1-10.

competitive market: What else is the problem? 10. Our customers are not aware of how valuable our products can be to them in comparison with our competitor's offerings: What else is the problem? 14.B R I A N T R A C Y ' S T O TA L B U S I N E S S M A S T E R Y I B U I L D A G R E AT B U S I N E S S ! 1 7 1 # * v 9. We do not have a distinct competitive advantage that allows us to stand out as superior to our competitors: What else is the problem? 20. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What else is the problem? 12. Our products are not perceived to be as good as those offered by our competitors: What else is the problem? 19. The market has fundamentally changed and the demand for our product has declined permanently: What else is the problem? 21. Our costs of making each sale are too high: What else is the problem? 16. Our products are too expensive in comparison to our competitor's offerings: What else is the problem? 18. The contents. Our customers are buying too much from our competitors: What else is the problem? 11. We are not making enough profit on each individual sale: What else is the problem? 15. All rights reserved. Our competitors are selling too much to our customers:. [TBM/G-12] . We will have to create and offer newer and better products and services if we want to survive in the markets of today and tomorrow: What else is the problem? © Brian Tracy. There is not enough focus on sales and marketing in our organization: What else is the problem? 17. Our salespeople are not trained well enough to sell in a tough. or parts thereof. Our customers perceive greater value and benefit from our competitor's products: What else is the problem? 13.

3. 2. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What do my customers consider value? Why do they buy from me? 1 . The contents. 4. 5. 3. revenues and cashflow: _ ASK YOURSELF THE FOLLOWING QUESTIONS: 1. What do we do especially well? What is our "area of excellence?" our competitive advantage? 1. Select the one core problem that could be the major obstacle to your success in today's market "^% 6. or parts thereof. 3. What are my most attractive and profitable products/services? 1 .172 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 5. Make a list of 5 specific actions you could take immediately to solve this problem or remove this obstacle: 1 . © Brian Tracy. [TBM/G-12] . All rights reserved. 2. 2. . 2 . 3. 3. 7. 2. Select the one action you are going to take immediately to increase sales.

[TBM/G-12] . or parts thereof. 3. 3.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 173 4. 2. All rights reserved. 3 . what would we not start up again? 1 . 5. what products/services would we begin offering again immediately? 1 . Is there any product or service that. 2. knowing what we now know. What specific actions are you going to take immediately as the result of your answers to the above questions? 1. If we were starting over. If our business burned to the ground and we had to walk across the street and start over. 7. we wouldn't bring it to the market? 1 . promote. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2. What one action are you going to take immediately? © Brian Tracy. who would we not hire. assign. 2. 2. 6. deal with or get involved with? 1 . 3. 3. If we were starting over. The contents.

bizgrowthstrategies.com^ and type in the name of the lesson in the search window.ABBREVIATIONS KEY: ^ Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Create Your Sales Plan: (B>EGS) 2. log on to Business Growth Strategies fwww. [TBM/G-12] . High Performance Selling (30 Lessons): (S>SGS) 3. All rights reserved. Secrets of Success In Selling: (S>SGS) T o access these and other lessons. or parts thereof. BGS CATEGORIES . The contents.174 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI RECOMMENDED LESSONS: PERFECT k GREA T SALES PROCESS 1.

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may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your level of skill and experience is the key factor in business success NOTES © Brian Tracy. All rights reserved. or parts thereof. The contents.

The contents. BRIAN TRACY'S TOTAL BUSINESS MASTERY . [TBM/G-12] . Your life only gets better when you get better. ' 0 jt NOTES Brian Tracy. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 177 Become a Great Businessperson Your outer life and business is a reflection of your inner life like a mirror. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.

The contents. They are in business for the long term 'ACY'STOT" NOTES © Brian Tracy. Intense. Really care about helping their customers 4. burning desire for success 2. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! i. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Love the product/service they sell 3. [TBM/G-12] .

Highly disciplined. persuade 8. Expect to fail over and over 0 0 7. Love to sell. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 179 Qualities of Top Businesspeople 5. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. focused 6. All rights reserved. They are incredibly persistent s Failure is not an option BRiAN TRACY'S TOTAL BUSINESS MASTERY NOTES © Brian Tracy. or parts thereof. The contents. promote.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! BECOME k mm BUSBNESSPEHSON When you think continually about the best qualities you could develop. © Brian Tracy. you shape your own personality and become more like your ideal. All rights reserved. The contents. List the three things you love most about your product or service: 1) 2) 3) 3. [TBM/G-12] . List three reasons why you want to be successful in your business: 1 ) 2) 3 ) 2. 1. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. List the three most important benefits your customers enjoy from using your product or service: 1 ) 2) 3 ) __ . or parts thereof.

4. All rights reserved. List the three most important lessons you have learned from failure in the j ^ \ .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUIID A GREAT BUSINESS! 181 00^. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What would you like to be doing five. twenty years from today? 1) 2 ) 3 ) 5. The contents. past: 1 ) 2) 3) . or parts thereof. [TBM/G-12] . ten. 7. List the three best qualities or disciplines that you practice each day: 1 ) 2 ) 3 ) 6. List the three most important things you do to promote and sell your product or service: 1 ) 2) 3 ) © Brian Tracy.

© Brian Tracy. What three things are you going to do or change. or parts thereof.182 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 8. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What are the three most important benefits you get personally for being incredibly persistent? 1 ) 2 ) 3 ) 9. based on your answers to the above questions? 1 ) 2 ) 3) What one action are you going to take immediately? 1) How will you measure success?. 2) What is your expected date of completion?. [TBM/G-12] . The contents.

money and resources to achieve my business goals.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! #^\ BECOME A GREAT BUSINESSPERSON mmmi skills analysis KEY RESULT AREAS IN MANAGEMENT Give yourself a grade of 1-10 to determine how well you are doing in each area. GRADE 1 2 3 4 5 6 7 8 9 1 0 2. Staffing -1 am good at finding and hiring the right people to help me achieve my goals. Organizing -1 am well organized and capable of bringing together the #*\ necessary people. (TBM/G-12] . Planning -1 have clear. Delegating -1 delegate the right jobs to the right people. or parts thereof. written goals and plans of action for each part of my business. 1. clearly and with complete understanding. GRADE 1 2 3 4 5 6 7 8 9 1 0 4. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. GRADE 1 2 3 4 5 6 7 8 9 1 0 3. All rights reserved. GRADE 1 2 3 4 5 6 7 8 9 1 0 © Brian Tracy.

[TBM/G-12] . customers. All rights reserved. The contents. Reporting -1 report my results clearly and regularly to my bankers. Measuring -1 set and explain clear measures and standards of performance and review them regularly. GRADE 1 2 3 4 5 6 7 8 9 10 7. so there is no confusion or misunderstanding. Weakest area? Action Commitment: © Brian Tracy.184 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 5. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. Supervising -1 regularly inspect what I expect and make sure everyone is doing their job to the expected standard and on schedule. GRADE 8 10 6. staff and suppliers. GRADE 1 2 3 4 5 6 7 8 9 1 0 Strongest area?.

com) and type in the name of the lesson in the search window. or parts thereof. Pursuit of Personal Excellence: (L>MGS) 3. All rights reserved.bizgrowthstrategies. log on to Business Growth Strategies (www. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 185 JP\ RECOMMENDED LESSONS: BECOME A GREAT BUSINESSPER! 1. BGS CATEGORIES . The contents. Seven Secrets of Managerial Success: (L>MGS) T o access these and other lessons.ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) ^ \ © Brian Tracy. Get the Most Out of Yourself: (L>MGS) 2. [TBM/G-12] .

186 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! *<*%. All rights reserved. •*"\ © Brian Tracy. or ports thereof. [TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

[TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Brian Tracy's * Build a Great Business! Session 9 Create a Great Customer Experience Brian Tracy e*.~ © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. The contents. All rights reserved.

All rights reserved. [TBM/G-12] . The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! How people feel after they do business with you determines if they buy again 5 MASTERY NOTES © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.

The contents. Builds. Generates repeat business BRIAN TRACY" NOTES © Brian Tracy. or parts thereof. Makes the customer happy 2. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! What does it do? 1. maintains loyalty 3. [TBM/G-12] . All rights reserved.

The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! What would have to happen? What is the most important thing you could do? What is the most important change you could make? ! NOTES © Brian Tracy. [TBM/G-12] . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.

or parts thereof. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . You meet expectations "^ 2.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 9 1 i. You amaze your customers BRIAN TRACY'S TOTAl BU5INF5S MASTERY NOTES © Brian Tracy. You delight your customers 4. All rights reserved. You exceed expectations 3.

[TBM/G-12] . What do you offer. or parts thereof. All rights reserved. 2.192 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! CREATE k GRIM CUSTOMER EXPERfENCE Fully 80% of the customer experience is determined by how customers feel after dealing with you. "This is a great company!" 1. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Describe your ideal customer. Define your perfect customer experience. They say. what has to happen to make your customers happy? 1 ) 2) 3) 3. the one you most want and need to be nappy: 1 ) 2) 3) . The contents. or could you offer in terms of the features and benefits of your product or service? 1 ) 2 ) 3 ) © Brian Tracy.

or parts thereof. What improvements could you make on the way you deal with and treat your customers? 1 ) 2) 3) 5. [TBM/G-12] . easier. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI j0*i 4. What three factors does your ideal customer want or value most in dealing with you? 1 ) 2) © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. How could you improve your prices or terms to make your customers happier? 1 ) 2) 3) 6. How could you make the customer experience faster. and more convenient? 1 ) 2) 3) 7.

All rights reserved. In what three ways could you do something unexpected to delight your customers? 1 ) 2) 3) © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What additional services do you need to offer to satisfy and please your customers? 1 ) 2 ) 3) 9. or parts thereof. The contents. In what three ways do you. exceed customer expectations? 1 ) 2 ) 3 ) 11. [TBM/G-12] . or could you. and which you have to meet? 1 ) 2 ) 3 ) 10. What are the three minimum expectations your customers have.194 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 8.

What three things could you do that would amaze your customers? 1 ) 2 ) 3 ) What one change are you going to make to increase the quality of the customer experience? 1) How will you measure success?. The contents. All rights reserved. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! |95 12. 2) What is your expected date of completion?. or parts thereof. © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

or parts thereof. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! NOTES © Brian Tracy. The contents. [TBM/G-12] .

[TBM/G-12] . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. To get them to buy from you first 2. Your business goals are: i. The contents. or parts thereof. To get them to buy again 3. To get them to bring their friends !! 1 NOTES © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The true measure and purpose of a business is customer satisfaction.

or parts thereof. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! "Would you recommend us to others?" On a scale of 1-10? Your score predicts your future sales. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. NOTES © Brian Tracy. [TBM/G-12] .

All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! A happy customer i 10X easier to sell to than a new prospect takes i/ioth the time and cost BRIAN TRACY'S TOTAL BUSINB5 ! ''!'!'!'-". or parts thereof. '! NOTES © Brian Tracy. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .

takes i/i5th the time/cost i ! NOTES © Brian Tracy. or parts thereof. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ! !! Referral Business A referral isiox-isx easiertosell to than a cold call or new customer . The contents.

The contents. Why do people buy from you in the first place? (What value do they seek? Expect? Hope for?) 1 ) 2) 3) : V 2. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 1. What do you do for your customers that no one else can offer? i) 2) 3) : 3. [TBM/G-12] . what would you want them to say? 1 ) 2) 3) © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your ability to get resales and referrals from satisfied customers is the key to your success. If you could wave a magic wand and have your customers describe you in a particular way. All rights reserved. or parts thereof.

What do you do to assure that you meet customer expectations? 1 ) 2 ) 3) 6. What do your customers expect of you to be satisfied? 1 ) 2) 3 ) 5. [TBM/G-12] . The contents.202 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 4. 2) 3) 7. What do you do to exceed customer expectations? 1) . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. © Brian Tracy. or parts thereof. What do you do extra to delight your customers? 1) 2) 3 ) .

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. # ^ © Brian Tracy. what would you do to sell "by referral only?" 1 ) 2) 3) . Why do you especially deserve referrals to new customers? 1 ) 2) 3) 11. What do you do to get referrals from satisfied customers today? 1 ) 2 ) 3) 10. All rights reserved. [TBM/G-12] . If you could no longer advertise and prospect. to amaze your customers? 1 ) 2) 3) 9. What do you do that is special. The contents. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 8.

[TBM/G-12] . Ail rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2) What is your expected date of completion?. or parts thereof. © Brian Tracy.204 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 12. What could you start doing immediately to double the number of referrals you get? 1 ) 2) 3 ) What one action are you going to take immediately to increase your referral business? ___ 1) How will you measure success?. The contents.

BGS CATEGORIES . The Customer Is Always Right: (L>MGS) 3. All rights reserved. Customers For Life: (S>SGS) T o access these and other lessons. The contents. or parts thereof. Serving Your Customer: (B>PGS) 2. log on to Business Growth Strategies (www.bizgrowthstrategies.ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) jp^ Personal Success • Personal Growth Strategies (P>PGS) © Brian Tracy.com) and type in the name of the lesson in the search window. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! RECOMMENDED LESSONS: Et 1.

206 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ^^\ NOTE © Brian Tracy. The contents. or parts thereof. [TBM/G-12] . All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

All rights reserved.. or parts thereof.! Presented by Brian Tracy © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! BriaivTracy's Build a Great Business! Session 10 Oa. [TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Live a Great Life [ ! '- • C S n•! is 4 .'^C .

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The aim and purpose of working is to enable you to create a high quality of life for yourself and your family NOTES © Brian Tracy. The contents.

c u ^ c u f > - n-C U v-J < u o-. LJ c u i n 0 3 E o u nj o JZ CD X oc u u_ 4-' (0 > .

All rights reserved. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Time Quadrants URGENT NOT URGENT MPORTANT 1 3 2 4 ! 1 NOT IMPORTANT KJ71 NOTES © Brian Tracy. The contents. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

What are the Not Urgent but Important activities that can have a major impact on your future? 1 ) 2) 3 ) 3. All rights reserved. What are the Urgent and Important activities that take up much of your day? 1 ) 2) 3 ) 2. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 21 1 LIVE A GREAT LIFE 1. [TBM/G-12] . What are the Urgent but Not Important activities that sidetrack you during the day? 1 ) 2) 3 ) © Brian Tracy.

[TBM/G-12] . or parts thereof. What changes are you going to make in your time usage based on the above? 1 ) 2 ) 3) © Brian Tracy. What activities should you stop doing altogether? 1 ) 2 ) 3 ) 7. What specific activities are you going to do more of in Quadrants 1 and 2 to increase your productivity? 1 ) 2 ) 3 ) 6. What are the activities that are neither Urgent nor Important that you can eliminate entirely? i) 2 ) 3 ) 5.212 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 4. The contents. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

or parts thereof. © Brian Tracy. 2) What is your expected date of completion?.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 213 What one thing are you going to start doing or stop doing immediately? 1) How will you measure success?. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. All rights reserved.

or parts thereof. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. The contents." ♦ Practice ''creative abandonment" • Create a unot to do" list I :! STOTVH.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Achievin The Law of the Excluded Alternative "Doing one thing means not doing everything else atthat moment. BIT NOTES © Brian Tracy.

what three things would you do? 1 ) 2) 3 ) 4. What are the most enjoyable leisure time activities you engage in with your family or friends? © Brian Tracy. If you were forced to take a day off from work. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 215 LIVE A GREAT LIFE 1. What three things do you enjoy doing the most when you are not working? 1 ) 2) 3) 2. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. What are your three most enjoyable vacation destinations? 1 ) 2) 3) 3. All rights reserved.

What actions are you going to take immediately to increase your time off? 1 ) 2) 3) "*% © Brian Tracy.216 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 1 ) 2) 3) 5. If you had $20. [TBM/G-12] . 7. How would you spend your time if you only had six months left to live? 1 ) 2) 3) 6. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. or parts thereof.000.000 in the bank but only 10 years left to live. The contents. what would you do differently? 1) 2) 3) "^ .

or parts thereof. 2) What is your expected date of completion?. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 217 What one leisure time activity are you going to plan for right now? 1) How will you measure success?. All rights reserved. JP?\ © Brian Tracy. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

All rights reserved. [TBM/G-12] .218 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! " * \ © Brian Tracy. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.

: Making! ! « • Or**] 5^ ialS9lfl3ill] Brian Tracy © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. [TBM/G-12] . The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY 1 BUILD A GREAT BUSINESS! Brian Tracy's T otal Business Mastery Build a Great Business! 9 P0tfi Summary & Wrap up Decision x . All rights reserved.

ABBREVIATIONS KEY: Leadership • Management Growth Strategies (L>MGS) Business Success • Profit Growth Strategies (B>PGS) • Entrepreneurial Growth Strategies (B>EGS) Sales • Sales Growth Strategies (S>SGS) Sales Management • Sales Manager Growth Strategies (SM>SMGS) Personal Success • Personal Growth Strategies (P>PGS) © Brian Tracy. Pursuit of Personal Excellence: (SM>SMGS) 3. Get the Most Out of Yourself: (SM>SMGS) 2. Balancing Your Total Life: (SM>SMGS) T o access these and other lessons. All rights reserved.conri and type in the name of the lesson in the search window. or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. log on to Business Growth Strategies (www. [TBM/G-12] . The contents. BGS CATEGORIES .220 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! RECOMMENDED LESSONS: ^*^ L I GMM LIFE 1.bizgrowthstrategies.

IAN TRACY' NOTES © Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUIlD A GREAT BUSINESS! The most important part of this day is what you do afterwards. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . All rights reserved. The contents. or parts thereof. Action is Everything.

What one change are you going to make in your financial affairs? 4. What one subject are you going to learn or improve in? © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. What one change are you going to make in your work? ^ 2. [TBM/G-12] . What one change are you going to make in your health and fitness activities? 5.222 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! DECISION-MAKINGS 1. All rights reserved. The contents. or parts thereof. What one change are you going to make in your family life? 3.

What one activity are you going to engage in in your social and community life? 7. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 223 6. 2) What is your expected date of completion?. The contents. All rights reserved. or parts thereof. What one activity are you going to engage in to improve your spiritual life? What one thing are you going to do first? 1) How will you measure success?. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. © Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. OTES © Brian Tracy.224 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! -**^. [TBM/G-12] . The contents. All rights reserved.

or parts thereof. What is your overall evaluation of this program? (Please mark with an x) EXCELLENT GOOD FAIR POOR 9 1 8 1 7 16 15 1 4 1 3 1 2 1 1 1 0 20 1 8 6 5 Why did you rate it this way?. what specific topic did you like the most? (Choose one only) O Become a Great Leader O Offer a Great Product or Service O Design a Great Business Plan O Create a Great Marketing Plan O Generate Great Numbers O Attract and Keep Great People O Perfect a Great Sales Process O Become a Great Businessperson O Create a Great Customer Experience O Live a Great Life Are there any topics that were not covered that you would have liked Brian to talk about? JP^N © Brian Tracy. What ONE idea will you apply immediately as a result of this program?. [TBM/G-12] . Which guest speaker provided the most value to you? Of the sessions Brian taught. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 225 TOTAL BUSINESS AAASTERY Name: Date: We would appreciate your cooperation in helping us to improve this program by sharing your opinions and suggestions with us. The contents. All rights reserved.

All rights reserved. or parts thereof.226 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Do you feel that you received the intended value for what you paid for the seminar? !' O YES O NO If no. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. [TBM/G-12] . what would have made your experience more valuable? Why did you decide to attend this program? What improvements would you suggest for future events? Please list anyone you know who would be interested in attending this program: Name: Email: Name: Email: Name: Email: . Company: Phone: Company: Phone: Company: Phone: THANK YOU! Your feedback is greatly appreciated! © Brian Tracy.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 227 D A T E # GOAL OR ACTION COMPLETION DA TE 2 3 5 ^ \ 8 10 12 13 14 15 16 17 1 8 19 20 © Brian Tracy. [TBM/G-12] . or parts thereof. The contents. All rights reserved.

or parts thereof. The contents. All rights reserved.228 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .

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Lack of a clear. [TBM/G-12] .I B R I A N T R A C Y ' S T O TA L B U S I N E S S M A S T E R Y I B U I L D A G R E AT B U S I N E S S ! BUSINESS PLANNING FOR SOLID GROWTH 1 here are several indispensable financial tools which every business . All rights reserved. confusion and wasted resources. growth and decline. and the pro cess of developing it. inaccura cies. organized effort and profit growth. success and failure. The contents. teamwork. The attention to the detail of developing these tools on an ongoing basis often makes the critical difference between profits and losses. must have. or parts thereof. achieve.A statement of your overall objective or goal. Strategic Objectives 4 The goals you must accomplish to reach your overall objective. detailed business plan leads to a lack of direction. contributes to clarity of focus. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. your reason for being in business. what you want to accomplish. The existence of a plan. A Business Plan Consists of the Following Ingredients: Mission Statement . The Business Plan — Your Blueprint for Success The business plan is as essential to business success as a blueprint would be in the construction of a building. © Brian Tracy. and preserve.

C) Distribution/Promotion Policy I How do you move your products to the end user? Advertising. delivery. design. All rights reserved. sales. B) Customer Policy Specific types and characteristics of customers to whom products and services will be offered. D) Competitive Emphasis I What do we do better than our competitors? Where can we develop excellence? © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Tactical Objectives The activities you must engage in to accomplish your strategic objec tives. locations. in order of priority. or parts thereof. mix of products/services offered. Strategic Variables A) Product Policy Characteristics. [TBM/G-12] . The contents. outlets. etc.

may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. or discontinue? © Brian Tracy. All rights reserved. Divestment Policy ! How do you decide what to get out of. sell off.232 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! E) Pricing Policy ! How do we charge for our products or services? ! Consider discounts. commissions. quantity purchases. friends. ! Product Development Research Sales Promotion Facilities H) Also. [TBM/G-12] . etc. The contents. F) Financing Policy ! Where and how to obtain short-term and long-term capital? ! Personal assets. G) Investment Policy ! How to allocate available funds. banks and investors.

distributors. Guide to Preparing a Business Plan Table of Contents EXECUTIVE SUMMARY SECTION 1. services. or parts thereof.2 Precise description of segment(s) to be pursued /Jp*N 3. i. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents.0 Objectives SECTION 3. etc.7 History of similar products.5 Pricing Conditions — Present and anticipated 3.. All rights reserved. sales representatives. 3.0 The Concepts SECTION 2. [TBM/G-12] .3 Description of intermediate influences on buyers such as dealers. How many units and/or how much of the market has to be sold to cover costs? © Brian Tracy.8 Break-even point estimates.6 Governmental Influences — Present and anticipated 3.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 233 JP*N.1 General description of the entire marketplace.0 Market Analysis 3.4 Competitive Conditions — Present and anticipated 3. for the product or service 3. associates.e. or businesses 3.

All rights reserved.4 Quality Control.6 Schedule — Who is to do what.4 Schedule — Who is to do what.5 Budget (Exhibit) 5.234 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! SECTION 4. [TBM/G-12] .5 Program for Initial Time Period 4.0 Marketing 5. Requirements and Sources 4. or parts thereof.6 Results Expected (Exhibit) 5.7 Contingency Plans © Brian Tracy.3 Raw Material.2 Product of Service Features and Benefits to be Emphasized 5.. Labor and Supplies Requirements and Sources 4. etc. The contents.3 Program for Initial Time Period 5. Transportation. Packaging.2 Facility Requirements 4. by when (Exhibit) 5. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.9 Contingency Plans SECTION 5. by when (Exhibit) 4.7 Budget (Exhibit) 4.1 Equipment Requirements 4.1 Method(s) of Selling and Advertising to be Employed 5.0 Production 4.8 Results Expected (Exhibit) **% 4.

2 Staffing Program for Initial Time Period 6. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Structure (Exhibit) 6. Corporation. brief position description) 6. All rights reserved. if any 8.2 Pro forma Profit and Loss Statements (Exhibit) 7.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 235 SECTION 6. [TBM/G-12] .. or parts thereof.3 Pro forma Balance Sheets 7.0 Ownership 8.2 Form of Business — Partnership. etc.1 Summary of Funding Requirements 8. for what. The contents.5 Results Expected (e.6 Contingency Plans SECTION 7.4 Program for Monitoring and Controlling Funds With People and Systems Included in the Organization Planning SECTION 8.1 Complete statement of expected sales and expenses for the next sales period (Exhibit) 7.3 Program for Raising Equity and/or Deft Money required.g.4 Budget (Exhibit) 6.1 Who is accountable for whom. 8.4 Projected Returns to Investors © Brian Tracy.0 Organization and People 6.0 Funds Flow and Financial Projections 7.3 Schedule (Exhibit) 6.

Marketing. All rights reserved. The contents. Developing Pro Formas for Financial Analysis Every business decision is based on a consideration of the costs and risks compared with the potential gains. budgets. A section on Technology would normally be inserted after Section 5. and contingency plans. a separate section.0. The pro forma becomes the basis of the business budget and is a critical tool for managing the enterprise. © Brian Tracy. Such a section would include details on staffing and methods of inquiry and testing as well as schedules. should be included in the Business Plan. Technology. or parts thereof. results expected. [TBM/G-12] . year). may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Every allocation of funds must be preceded by an analysis of possible re turns on those funds.236 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! "*% Note: If technology is an important ingredient in the success of the enterprise. The Business Budget Consists of the Following Information: l Estimated Gross Revenues The dollar value in total of your product or service that you reasonably expect to sell in a given period (month. The basic Pro Forma must be developed before an informed or intelligent opinion can be reached.

or parts thereof. for example: ! Cost of goods sold (wholesale cost plus freight) ! Salaries and wages ! Rent and utilities ! Office supplies and equipment ! Accounting and legal ! Advertising and promotion ! Telephone and postage ! Printing and stationery ! Travel and automotive ! Insurance.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 237 2 Total Expenses Every single cost to you of providing the product or service to the market. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. taxes and licenses ! Interest and bank charges ! Other and miscellaneous © Brian Tracy. [TBM/G-12] . The contents. All rights reserved.

C) Careful and complete budgeting and cost control. Return on Investment Expressed as a percentage calculated by dividing net revenues into total costs. [TBM/G-12] . The business of business is to maximize profit and minimize risk. All rights reserved. D) Focus on results throughout the business. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. © Brian Tracy. The contents. allowing you to compare it with other investments to evaluate risk and return. B) Careful and complete strategic and market planning. Risk Factor Always present the probability that you will not achieve the return projected. Most businesses fail on this account.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Net Revenues or Losses The figure you arrive at when you subtract total expenses from gross revenues. or parts thereof. This tells you what your return will be. This is accomplished by: A) Careful and complete market analysis to assure accurate estimate of gross revenues.

liberal in estimating your expenses. All rights reserved.000.00 Less: Total Expense (90. be prepared to back up your figures. This financial plan. 12 to 18 months ahead to arrive at an annual operating budget and financial plan. will be the most important document required by your bank or other lenders. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . represents the very highest and best use of your time and money. product or service.000. Example .00) Net Revenues (or Losses) $10. ! Strive for maximum accuracy in every calculation. © Brian Tracy.00 R e t u r n o n I n v e s t m e n t ( R O I ) 11 % The budgeting process should be done for each month. ! Be conservative in estimating your revenues. taking seasonal fluctuations of business into ac count.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 239 jff^V 6 Profitability This must be compared with all other business opportunities available to determine whether this business.Widget Company Gross Revenues $100.000. or parts thereof. ! Check and re-check.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Yearly. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. © Brian Tracy. especially with seasonal fluctuations. Your maximum line-of-credit request to your banker will be determined by the lowest point in your business cycle. or parts thereof. [TBM/G-12] . Weekly Sales Projections Annual Sales Volume (Estimated) Monthly Sales Volume (Divide by 12) Weekly Sales Volume (Divide by 52) Daily Sales Volume Banker's First Loan Requirement — Cash Flow Projections Your cash flow projections are calculated by preparing a pro forma budget for each month for 12 . These profits or losses are accumulated along the bottom to indicate when you will have cash surplus and when you will need cash inflows. All rights reserved.18 months ahead. Monthly. you should have a profit or a loss. Your ability to analyze your business objectively and project your cash requirements accurately will have a major impact on your business success. At the end of each month.

etc.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 241 Basic Rule: In business start-ups. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. © Brian Tracy. The contents. com missions. administration. including costs of goods sold. advertising. salaries. overhead. All rights reserved. Break-Even Analysis — Getting into "The Black" A business "breaks even" when the total revenues from sales are sufficient to cover all the costs associated with making the sales. Overoptimism in this area is a major cause of business failure and often an indi cator of managerial incompetence. or parts thereof. [TBM/G-12] . you should double or triple the estimated time period between commencing business and positive cash flow. interest.

242 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! BUSINESS PLAN TEMPLATE "Failing to plan is planning to fail. When you make clear. All rights reserved. or parts thereof. In this lesson you will learn: ! How to determine what you really want in life ! The key steps to creating your business plan ! The importance of your values. Your ability to decide what you want to accomplish in every area of your business and personal life will dramatically increase your results and re wards. Be sure that you are NOT one of them. written plans with measurable standards and sched ules." (Brian Tracy) "If you don't know where you're going. you increase your probabilities of success many times over the person who is vague or unsure. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. vision. any road will take you there. [TBM/G-12] . mission and purpose ! What you must do to achieve business success © Brian Tracy." (The Mad Hatter in Lewis Carroll's Alice in Wonderland) There are a lot of Mad Hatters living in a form of "Wonderland" who are trying to build successful businesses.

[TBM/G-12] . 2. 3. Business Values? 1 . "The man who knows both himself and his enemy will be victorious in a hundred battles. right now? © Brian Tracy. only 15% will come from external achievement.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! The purpose of your business life is to enable you to enjoy your personal life." (Sun Tzu) Decide exactly what you really want in life. 3. Fully 85% of your happiness will come from your relationships with other people. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2) What are your three most important goals in life. 1) What are your personal values? What are your business values? Personal Values? 1 . 2. The contents. or parts thereof.

000. The contents. 2.000? 1 . 3. how would you spend your time. 3. or parts thereof. 3. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. 2. if you learned today that you only had six months to live? 1 .244 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 3) What would you do immediately if you learned today that you had just won $20. 4) What would you do. [TBM/G-12] . © Brian Tracy. 5) What have you always wanted to do but been afraid to attempt? 1. 2. All rights reserved.

if your business was perfect sometime in the future. [TBM/G-12] . satisfaction and self-esteem? 7) What one great thing would you dare to dream if you knew you could not fail? Strategic and Business Planning 1) VISION . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. how would you describe it? © Brian Tracy. The contents.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 6) What sort of activities give you the greatest sense of fulfillment. All rights reserved.

b.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 2) PURPOSE .why have you decided to get into this particular business? a. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Start with the words.. "Our mission is to . or parts thereof.. c. based on serving and satisfying other people in some way. 3) MISSION STATEMENT-describe what kind of a company you plan to be in the future." © Brian Tracy. All rights reserved. The contents. [TBM/G-12] .

4. purpose and mission statement. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. Organization structure and people. All rights reserved. Your vision. or parts thereof.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ^ Develop a strategic plan for your business. Your goals and objectives. [TBM/G-12] . 5. 2. Determine your strategic business goals. Marketing strategy. The contents. 7. Production and products. 6. Market analysis. ±s This plan is composed of the following parts: 1. What are your sales and revenue goals for the future? Year Sales Profits © Brian Tracy. 3. Funds flow and financial projections.

1) What is the size of the current market for your product or service? .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Analyze your market thoroughly before you begin business operations.

1) What are the three most important products/services you offer in your market? 2) What are the three most important services you offer to your customers? 3) What are the three most important considerations or problems in creating. The contents. acquiring or producing your products or services? © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Determine your selection and mix of products and services. [TBM/G-12] . or parts thereof.

" 1) What methods of advertising and promotion do you use to attract customers? 2) What benefits or competitive advantages do you emphasize in your marketing? © Brian Tracy. The contents. All rights reserved. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 4) What are the essential people. equipment and resources you need to produce or acquire your most important products or services? Determine exactly how you market and sell the quantity of products or services you described in "C. or parts thereof. [TBM/G-12] .

or parts thereof. The contents. Expected sales? $ c. [TBM/G-12] . Budget? $ b.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 3) How do you sell and take orders for your product or service? 4) What is your budget and expected sales from your advertising and sales activities? a. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. © Brian Tracy. 1) List the three most important functions or jobs in sales and marketing. Schedule and timelines? Decide upon your organizational structure and the essential jobs to be done in each area. All rights reserved.

3) List the three most important functions or jobs in the management and administration of your business. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 2) List the three most important functions or jobs in the production. The contents. of your products or services. All rights reserved. or parts thereof. 1) List your three primary sources of funding. or acquisition. You must provide for the funds you need to operate your business successfully. © Brian Tracy.

000 $37.000 $50.000 $45.000) ($10.500 $42. © Brian Tracy.000) $30. Example*: Month Sales Less cost of goods Expenses Misc. may not be reproduced in any form for any purpose without the written permission of Brian Tracy." and create this statement for the next 12-18 months.500 $2. In re ality. Total Profit (loss) Cumulative January $100. [TBM/G-12] .500 Totals $450. you should detail all items in "expenses.000) ($137.000 $15.000 $100.500 $42.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 253 /^^ 2) Describe your expected sales and expenses month-by-month for the next 12 months.000 $417.000 $25.000 February $150.000 $20.000 March $200.000 $75.000 $10.000) $12.500 $85.000 $112. or parts thereof. 3) Who is responsible for the accounting and bookkeeping functions? a.500 * This is a simple example of a profit and loss statement. All rights reserved.500 ($110.000 ($170.500 $260. b.500) ($10. c. The contents.000 $32.

avoid or oreserve vour customers? Who is your ideal customer? Describe the three most important characteristics he/she would have. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] .BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! Your ability to ask and answer these questions will give you an outline of the key issues you must address in the development of your business plan. The contents. All rights reserved. © Brian Tracy. Action Exercises IWhat business are you reallyfor in? What does your product/service achieve. or parts thereof. understand and make plans in any of these areas can lead to business failure. Failure to think through.

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! What does your ideal customer consider value? Why would he/she buy from you? What is it that you do especially well. All rights reserved. better than 90% of your competitors? What are your three most important business goals right now? © Brian Tracy. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. [TBM/G-12] .

or parts thereof.What one action are you going to take immediately as the result of your answers to the questions in this lesson? © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. All rights reserved. [TBM/G-12] .

BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 257 © Brian Tracy. or parts thereof. All rights reserved. [TBM/G-12] . The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

[TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof. All rights reserved.258 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! s*S © Brian Tracy. The contents.

[TBM/G-12] . or parts thereof. All rights reserved. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! 259 j P ^ © Brian Tracy.

The contents.260 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved. [TBM/G-12] . or parts thereof.

or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI 261 T E S 0*^ © Brian Tracy. [TBM/G-12] . The contents.

All rights reserved. [TBM/G-12] . may not be reproduced in any form for any purpose without the written permission of Brian Tracy.262 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESSI OTES © Brian Tracy. The contents. or parts thereof.

The contents. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! ^^> j p \ © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. [TBM/G-12] . or parts thereof.

The contents. All rights reserved. [TBM/G-12] .264 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! © Brian Tracy. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. or parts thereof.

or parts thereof. may not be reproduced in any form for any purpose without the written permission of Brian Tracy. The contents. All rights reserved.BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! j ^ \ © Brian Tracy. [TBM/G-12] .

All rights reserved.266 BRIAN TRACY'S TOTAL BUSINESS MASTERY I BUILD A GREAT BUSINESS! • " ^ "*% © Brian Tracy. [TBM/G-12] . or parts thereof. The contents. may not be reproduced in any form for any purpose without the written permission of Brian Tracy.