Building Customer Relationships

1
S U C C E S S F U L S E L L I N G
$UCCESSFUL
$ELLING
BUILDING CUSTOMER
RELATIONSHIPS
BY BRIAN TRACY
© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
2
BRIAN TRACY'S IDEAS TO LIVE BY…
Make a list of all the reasons you want Dream big! There are no limits to how
to be a major success in your field; good you can become or how high you
reasons are the fuel in the furnace of can rise except the limits you put on
achievement. yourself.
Deploy yourself carefully to maximum Discipline yourself to plan and orga-

advantage; always invest your energies nize every hour of every day before
where you can get the highest return. you begin.
Decide exactly what you want in life Get serious about your career; decide
and then do the same things that others today to be a big success in everything
have done to achieve the same results. you do.
Take the long view. Don't let short-term You have the same mental potential as
setbacks disturb you.
anyone else; it is only what you choose to
do with it that determines the course of
Discipline yourself to spend more time
your life.
with those people who represent the
highest potential payoff.
Move out of your comfort zone. You
can only grow if you are willing to feel
Set excellent performance as your stan-
dard and strive to achieve it each day. awkward and uncomfortable when you
try something new.
Be absolutely clear about what you
want, why you want it, when you want You determine your future by the
it and what you are willing to do to get it. thoughts and pictures you hold in your
mind today.
Be open to constructive criticism from
others; it's the only way you can learn Ask yourself, "Is what I am doing right
and grow. now leading to a sale?"
3
W elcome to the next step on your journey toward

becoming an outstanding sales professional!
The keys to your future are knowledge and skill. As you
learn and practice the ideas, methods and techniques in this
program, you will become more and more capable of
meeting your sales targets and achieving your personal
goals.
You can learn anything you need to for achieving any goal
you can set for yourself. Brian Tracy
Your biggest and best sales lie ahead of you! Everything

you have accomplished up to now is only a preparation for
what you can accomplish in the future.
As you move toward becoming a member of the top 10%
in the sales profession, remember that everyone started at
the bottom. Everyone in the top 10% today was once in the
bottom 10%.
There are no limits on how far you can go, how high you can
rise, how much you can achieve except for the limits you
place on yourself!
Resolve today to pay any price, overcome any obstacle and
go any distance to become one of the best in your field.
Good luck!
4
T
his is a wonderful time to be alive. Leading think
ers and economists are predicting that we are en
tering into the “Golden Age” of mankind and you
WELCOME
are perfectly positioned to benefit from it.
There have never been more opportunities for you to
TO THE
achieve more of your goals and dreams than there are
today — except for tomorrow, and the next day, and GOLDEN
for the indefinite future.
You are an extraordinary person. Your brain contains more
than 100 billion cells, each connected to as many as 20,000
AGE
others. This enables you to think, learn, plan, dream and
create ideas to improve your life virtually without limita-
tion.
The starting point of your using your marvelous mind to
create a wonderful life for yourself as we enter the Golden
Age is for you to decide exactly what you want. Write it
down, set a deadline and make a plan. These actions alone
will put you in the top 3% of people in America.
Then, resolve today to become absolutely excellent at
whatever work you intend to do to achieve your goal. In-
vest in yourself. Dedicate yourself to continuous learn-
ing. Read books and listen to audio programs.
Become the very best you can possibly be.
Accept 100% responsibility for everything
you are and everything you ever will be.
You are the architect of your own destiny!
The great secret of success is that there
are no secrets of success! There are only
time-tested principles that you can learn
and practice every day. It’s up to you!
Decide what you want and write it
down. Commit to personal excel-
lence and dedicate yourself to life-
long learning. Accept complete re-
sponsibility for your life and get busy.
Finally, resolve in advance that you will never
give up, that nothing will ever stop you. And if
you do, you’ll be right.
Welcome to the Golden Age!
5
BUILDING CUSTOMER RELATIONSHIPS

TABLE OF CONTENTS
Presenting Brian Tracy.............................................................................................. 6

Learning to Learn: Your Key to the Future!.............................................................. 7
How to Get the Maximum Value from this Video Learning Program ...................... 8
How to Use this Video in a Group Learning Situation ............................................. 9
Building Customer Relationships:
Introduction ....................................................................................................... 10
What Do You Already Know? ........................................................................... 11
1. The Reasons for Success or Failure ............................................................ 12
2. The Importance of Relationships in Selling ................................................ 12
3. A Positive Mental Attitude .......................................................................... 13
4. Courtesy ...................................................................................................... 13
5. Acceptance .................................................................................................. 14
6. Agreeability ................................................................................................ 14
7. Admiration .................................................................................................. 15
8. Appreciation ............................................................................................... 15
9. Approval ..................................................................................................... 16
10. Attention ..................................................................................................... 17
11. The Law of Indirect Effort .......................................................................... 17
12. Become an Outstanding Personality ........................................................... 18
Application Exercises ........................................................................................ 20
Brian Tracy International Training Programs ......................................................... 22
Brian Tracy's FOCAL POINT Advanced Coaching & Mentoring Program .......... 23
Brian Tracy's FOCAL POINT Personal Telecoaching Program ............................. 24
6
PRESENTING BRIAN TRACY!
B
rian Tracy is the top sales trainer and consultant in the
world. He has been called a “Sales Guru” and a “Motiva-
tional Superstar” by such leading magazines as Selling
and Selling Power. His audio and video sales training programs
have been translated into 14 languages and are offered in 24
countries.
In the last 20 years Brian has trained more than 500,000 salespeople
personally in the United States, Canada, Europe, Asia, Australia and
New Zealand. These sales professionals have gone on to become
leaders in their industries.
Brian began his sales career at the age of 11, selling soap from door
to door. Since then, he has sold a variety of products and services
including office supplies and stationery, mutual funds and invest-
ments, advertising and promotion, automobiles and parts, residential,
commercial and industrial real estate, and training and consulting
services for many different businesses and industries.
Brian Tracy has worked closely with hundreds of companies to
develop sales methods and strategies. His original ideas and insights
regarding the sales process have translated into many millions of
dollars of additional sales for clients everywhere.
He is the author/narrator of such best-selling audio programs and
books as: The Psychology of Selling, Advanced Selling Techniques,
24 Techniques for Closing the Sale, Advanced Selling In Action,
Superior Sales Management, Advanced Selling Strategies and many
others.
In this high-powered video training version of Successful Selling,
Brian has summarized many of the best and most effective selling
ideas ever discovered.
These ideas, methods and techniques are practiced by the highest-
achieving salespeople in every field.
Brian Tracy has lived and worked in more than 80 countries on six
continents and speaks four languages. He is the Chairman of Brian
Tracy International and his business operates worldwide. He lives
with his wife Barbara and their four children in San Diego, California.
7
LEARNING TO LEARN: YOUR KEY TO THE FUTURE!
Y
our ability to learn and apply new ideas is essential to your
long-term success. Today, continuous learning is the mini-
mum requirement for success and advancement in any field.
The keys to more rapid learning are:
1. Relevance — the ideas you learn must be
relevant to your work and life at the moment — or REASONS
you'll forget them before you get a chance to use
them. ARE THE
2. Applicability — the new ideas must be consis-
tent with your knowledge, your needs and your
FUEL IN THE
current situation so you can apply them to improve
your results. FURNACE OF
3. Simplicity — the new methods must be easy to
learn and use. They must not be complex or require
MOTIVATION
you to change your current habits.
4. Multi-Sensory — the new ideas should ideally activate your
senses of sight, sound and movement, thereby involving your whole
brain in learning and remembering. (Video learning with workbooks,
exercises and action commitments are ideal for this.)
5. Immediacy — you must be able to take and use the ideas right
after learning them so they become part of your long-term memory.
6. Repetition — the "mother" of learning — comes from your using
the new ideas several times until you become comfortable with
them. Otherwise you can slide back into older, less effective ways
of acting.
7. Motivation — you must have personal reasons for wanting to
learn new ideas and become more effective. The higher your level of
motivation, the more you will learn, and the faster you will apply it.
Your brain is like a muscle. The more you learn, the stronger it
becomes, and the more you can learn.
Commit yourself today to becoming one of the best educated, most
skilled and most effective people in your field. There are no limits!
8
1. Prepare to learn — give yourself ample time to prepare

for a learning session. Sit comfortably. Relax. Take several
deep breaths and calm your mind. Only then is your mind
ready to absorb new ideas.
2. Learn "on purpose" — review the ques-

tions at the beginning of the workbook. By
asking and attempting to answer these ques-
HOW TO
tions in advance, you will alert your mind to
what's coming and double the amount you GET THE
remember.
MAXIMUM
3. Assume the body language of rapid
learning — sit up straight, lean forward and
face the screen. Be prepared to focus and
VALUE FROM
concentrate throughout. This makes you THIS VIDEO
more alert and increases retention.
4. Eliminate all distractions — put away LEARNING

papers, coffee cups, cigarettes and anything
else that could take your attention away PROGRAM
from what you're learning.
5. Make notes of key ideas — as the video plays, write

down the key points not covered in the workbook. Also,
write down the ideas that jump into your mind as you watch.
These can be invaluable.
6. Pause the video — if you suddenly have a good idea,

stop the video to write it down or to share it with the others.
The video program is designed to stimulate your imagina-
tion, and one good idea could change everything you're
doing.
7. Complete the "Application Exercises" — this is the

most important part of learning: thinking about and dis-
cussing what you just learned and how you can apply it
immediately to what you're doing.
9
1. Review the seven previous recommendations and be

sure everyone goes through each step.
2. Go around the group and ask each person to answer the

questions that precede the workbook outline of the video.
3. Encourage discussion. People learn by talk-

ing, arguing and disagreeing with others. The
more discussion, the greater the learning.
HOW TO
4. Be prepared to pause the video to give USE THIS
someone an opportunity to comment or even
disagree. VIDEO IN
5. Conduct the "Application Exercises" by
having people fill them out personally and then
A GROUP
discuss their answers with the group.
LEARNING
6. Ask each person to complete the "Action
Commitment" at the end of the exercises. SITUATION
7. Have each person share their action com-
mitment aloud with the group. Encourage discussion and
development of each action commitment into a specific,
measurable, time-bounded activity.
Virtually anything you could ever want to be, have

or do is achievable with learning and hard work.
Your most valuable asset can be your willingness

to persist longer than anyone else.
Nature is neutral; if you do the same things that other

successful people have done, you will inevitably
enjoy the same success they have.
Do something to move yourself toward your major

goal every day.
10

INTRODUCTION
Successful salespeople are far better at building and maintaining high-quality rela-
tionships with their prospects and customers than average salespeople. People are
100% emotional. They decide emotionally and then justify logically. How the cus-
tomer feels about you as a person will have more of an influence on what the cus-
tomer decides than any other factor.
The most important thing you can do in building a successful sales career is to create
and keep customers for the long term. The better you become at developing high-
quality customer relationships, the more you will sell, the easier you will sell it, the
more money you will make and the more valuable you will be, both to yourself and to
your company.
Developing the positive kind of personality that leads to long-term sales success is
similar to maintaining physical fitness. It requires continually exercising your "per-
sonality" muscles so that you become a nicer, more positive and more likable person
in everything you do. There is nothing that will help you more than to develop a
positive reputation among your customers and prospects.
11

WHAT DO YOU ALREADY KNOW?
Test your knowledge by attempting to answer the questions below:
1. What is the most common word used to describe top salespeople?
2. What should be your first goal when you meet with a customer?
3. When should you argue or disagree with a prospect?
4. What are the most effective compliments to use in a sales situation?
5. What are the deepest subconscious needs of any customer?
6. What simple behavior can you use to make people feel important?
7. How do you apply "Unconditional Positive Regard" in a sales situation?
12
1. The number one reason for success or failure in NOTES

every area of life: __________________________
________________________________________
a) Your social skills — your ability to make

people feel important; ____________________
______________________________________
b) Your ability to get along with a variety of other

people; ________________________________
______________________________________
c) "Likability" — the degree to which people

think of you as a nice person. ______________
______________________________________
2. Because of product or service complexity, the rela-

tionship is usually more important than what you
sell: _____________________________________
________________________________________
a) The more the customer likes and believes you,

the lower is his sales resistance and his fear of
making the wrong decision; _______________
______________________________________
13
b) Your aim? Build a bridge between you and your NOTES

customer! ______________________________
______________________________________
Seven keys to building customer relationships:
3. Positive Mental Attitude — the degree to which you

are a "cheerful" person: _____________________
________________________________________
a) Always look for the good in every person and

situation; ______________________________
______________________________________
b) Always interpret things positively to yourself;
______________________________________
______________________________________
c) Smile, relax, be friendly with everyone you

meet. _________________________________
______________________________________
4. Courtesy — the degree to which you are polite and

correct in your interactions with others: _________
________________________________________
— Be polite to everyone you meet. ____________
______________________________________
14
5. Acceptance — satisfies a deep subconscious need of NOTES

every person: _____________________________
________________________________________
a) Acceptance must be established first; ________
______________________________________
b) You express your acceptance with unconditional

positive regard, not judgment! _____________
______________________________________
c) Smile, be glad to see him or her. ____________
______________________________________
6. Agreeability — one of the most desirable qualities

in human relations: _________________________
________________________________________
a) Never argue or disagree with your prospect —

unless he questions your integrity; __________
______________________________________
b) Never tell him he's wrong in his general

opinions; ______________________________
______________________________________
c) If the issue is unimportant, just let it pass; ____
______________________________________
15
d) If the issue is important, use third party NOTES

questions to avoid appearing argumentative.
______________________________________
______________________________________
7. Admiration — raises the self-esteem of others and

builds better relationships: ___________________
________________________________________
a) Compliment people on their personal

appearance, traits or qualities; ______________
______________________________________
b) Compliment people on their possessions,

at home or at work; ______________________
______________________________________
c) Compliment people on their accomplishments

— their degrees, awards or other forms of
recognition. ____________________________
______________________________________
8. Appreciation — a powerful way to build high-

quality relationships: _______________________
________________________________________
a) Develop an "attitude of gratitude" in everything

you do; ________________________________
______________________________________
16
b) Thank everyone you meet for everything they NOTES

do for you; _____________________________
______________________________________
c) Always say, "Thank you for your time" to your

prospects and customers;__________________
______________________________________
d) Send "thank you" notes, cards and gifts

regularly. ______________________________
______________________________________
9. Approval — satisfies the deep subconscious needs

of others for self-esteem: ____________________
________________________________________
a) Praise people for their accomplishments, both

large and small; _________________________
______________________________________
b) Praise people for personal qualities and

abilities; _______________________________
______________________________________
c) Make your praise immediate, specific and

clear; _________________________________
______________________________________
d) Praise continuously to develop new habits of

behavior. ______________________________
______________________________________
17
10. Attention — makes people feel valued and NOTES

important: ________________________________
________________________________________
a) Listen attentively, without interruptions.

Smile, nod, agree; _______________________
______________________________________
b) Listen actively, lean forward, face the

customer; ______________________________
______________________________________
c) Continually say, "I agree, yes, you're right,

that makes sense," etc. ____________________
______________________________________
d) Customer complaint or problem? You say:

"I understand exactly how you feel. If I were
in your situation, I'd feel the same way." _____
______________________________________
11. Practice the Law of Indirect Effort to build high-

quality customer relationships:________________
________________________________________
a) If you want to impress others, be impressed

by them! ______________________________
______________________________________
b) If you want to have a friend, be a friend; _____
______________________________________
18
c) If you want others to be willing to help you, NOTES

be willing to help them, in advance; _________
______________________________________
d) If you want to be happy, find ways to make

other people happy; ______________________
______________________________________
e) If you want to feel good about yourself, find

ways to make other people feel good about
themselves; ____________________________
______________________________________
f) The key to superb customer relationships is for

you to practice the Golden Rule with everyone
you meet! ______________________________
______________________________________
12. People don't care how much you know until they
know how much you care: ___________________
________________________________________
a) You learn to become an outstanding personality

by practicing these behaviors repeatedly until
they become automatic habits of thought and
behavior; ______________________________
______________________________________
b) As you become better with your customers,

your personality and your relationships will
improve in every other area of life. __________
______________________________________
19
There is nothing more important to you than your ability to NOTES

build and maintain high-quality relationships with your cus-
tomers. This will have more of an influence on the amount
that you sell, and how easily you sell it, than any other single
factor.
Good luck!
20

APPLICATION EXERCISES
1. What is the key to developing a positive mental attitude?
2. What is the most important word used to describe top salespeople?
3. Why is the relationship usually more important than the product or service in
today's market?
4. Explain the connection between your own level of self-esteem and your
ability to get along with others:
5. How do you use "Third Party Disagreement" to question the ideas or

opinions of another?
6. Define "Unconditional Positive Regard" and explain how it helps in building

quality relationships:
21
7. Give an example of sincere admiration that you have expressed to a

customer:
8. Why does gratitude have such a positive impact on the way people respond to
you?
9. What is the most important reason for listening attentively to people?
10. How can you practice the "Law of Indirect Effort" in your sales activities and
your personal life?
11. What one action are you going to take immediately as a result of what you
have learned in this session?
22
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OF ACHIEVEMENT Is your income growing as fast as you
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OF SELLING CLARITY
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P 24 TECHNIQUES FOR P BREAKING THE SUCCESS

CLOSING THE SALE BARRIER
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23
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Double Your Time Off!
For Entrepreneurs, Top Salespeople, Self-Employed Professionals
BY BRIAN TRACY
ll top professionals Q Simplify your life Advanced
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life. Q Identify your areas How does it work? and
of excellence and de- ou meet with Brian
You learn how to:
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velop plans to become Y Tracy and a small
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Mentoring
outstanding in your
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1

BRIAN TRACY'S IDEAS TO LIVE BY…

Deploy yourself carefully to maximum Discipline yourself to plan and orga-

W elcome to the next step on your journey toward

Your biggest and best sales lie ahead of you! Everything

Welcome to the Golden Age!

BUILDING CUSTOMER RELATIONSHIPS

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

PRESENTING BRIAN TRACY!

LEARNING TO LEARN: YOUR KEY TO THE FUTURE!

1. Prepare to learn — give yourself ample time to prepare

2. Learn "on purpose" — review the ques-

4. Eliminate all distractions — put away LEARNING

5. Make notes of key ideas — as the video plays, write

6. Pause the video — if you suddenly have a good idea,

7. Complete the "Application Exercises" — this is the

1. Review the seven previous recommendations and be

2. Go around the group and ask each person to answer the

3. Encourage discussion. People learn by talk-

Virtually anything you could ever want to be, have

Your most valuable asset can be your willingness

Nature is neutral; if you do the same things that other

Do something to move yourself toward your major

BUILDING CUSTOMER RELATIONSHIPS

BUILDING CUSTOMER RELATIONSHIPS

Test your knowledge by attempting to answer the questions below:

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

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

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

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

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

BUILDING CUSTOMER RELATIONSHIPS

1. The number one reason for success or failure in NOTES

a) Your social skills — your ability to make

b) Your ability to get along with a variety of other

c) "Likability" — the degree to which people

2. Because of product or service complexity, the rela-

a) The more the customer likes and believes you,

b) Your aim? Build a bridge between you and your NOTES

Seven keys to building customer relationships:

3. Positive Mental Attitude — the degree to which you

a) Always look for the good in every person and

b) Always interpret things positively to yourself;

c) Smile, relax, be friendly with everyone you

4. Courtesy — the degree to which you are polite and

— Be polite to everyone you meet. ____________

5. Acceptance — satisfies a deep subconscious need of NOTES

a) Acceptance must be established first; ________

b) You express your acceptance with unconditional

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

6. Agreeability — one of the most desirable qualities

a) Never argue or disagree with your prospect —

b) Never tell him he's wrong in his general

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

d) If the issue is important, use third party NOTES

7. Admiration — raises the self-esteem of others and

a) Compliment people on their personal

b) Compliment people on their possessions,

c) Compliment people on their accomplishments

8. Appreciation — a powerful way to build high-

a) Develop an "attitude of gratitude" in everything

b) Thank everyone you meet for everything they NOTES

c) Always say, "Thank you for your time" to your

d) Send "thank you" notes, cards and gifts