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S U C C E S S F U L S E L L I N G
$UCCESSFUL $ELLING
INFLUENCING CUSTOMER BEHAVIOR
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.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
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. Your biggest and best sales lie ahead of you! Everything you have accomplished up to now is only a preparation for what you can accomplish in the future. As you move toward becoming a member of the top 10% in the sales profession, remember that everyone started at the bottom. Everyone in the top 10% today was once in the bottom 10%. There are no limits on how far you can go, how high you can rise, how much you can achieve except for the limits you place on yourself! Resolve today to pay any price, overcome any obstacle and go any distance to become one of the best in your field. Good luck!
Brian Tracy
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.
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S U C C E S S F U L S E L L I N G
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 are perfectly positioned to benefit from it.
WELCOME
TO THE
There have never been more opportunities for you to achieve more of your goals and dreams than there are today except for tomorrow, and the next day, and 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 others. This enables you to think, learn, plan, dream and create ideas to improve your life virtually without limitation. 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. Invest in yourself. Dedicate yourself to continuous learning. 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. Its up to you! Decide what you want and write it down. Commit to personal excellence and dedicate yourself to lifelong learning. Accept complete responsibility 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, youll be right. Welcome to the Golden Age!
GOLDEN AGE
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.
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S U C C E S S F U L S E L L I N G
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
our ability to learn and apply new ideas is essential to your long-term success. Today, continuous learning is the minimum 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 you'll forget them before you get a chance to use them. 2. Applicability the new ideas must be consistent with your knowledge, your needs and your current situation so you can apply them to improve your results. 3. Simplicity the new methods must be easy to learn and use. They must not be complex or require you to change your current habits.
REASONS
ARE THE
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!
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.
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S U C C E S S F U L S E L L I N G
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 questions at the beginning of the workbook. By asking and attempting to answer these questions in advance, you will alert your mind to what's coming and double the amount you remember. 3. Assume the body language of rapid learning sit up straight, lean forward and face the screen. Be prepared to focus and concentrate throughout. This makes you more alert and increases retention. 4. Eliminate all distractions put away papers, coffee cups, cigarettes and anything else that could take your attention away from what you're learning.
HOW TO GET THE MAXIMUM V ALUE FROM THIS VIDEO LEARNING PROGRAM
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 imagination, and one good idea could change everything you're doing.
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.
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S U C C E S S F U L S E L L I N G
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 talking, arguing and disagreeing with others. The more discussion, the greater the learning. 4. Be prepared to pause the video to give someone an opportunity to comment or even disagree. 5. Conduct the "Application Exercises" by having people fill them out personally and then discuss their answers with the group. 6. Ask each person to complete the "Action Commitment" at the end of the exercises.
7. Have each person share their action commitment 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.
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.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
2.
What are the primary buying influences that trigger purchasing behavior?
3.
4.
5.
6.
7.
How do you add the power of authority to your product or service description?
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.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
b) We want to reciprocate for the kindnesses or favors of others; _________________________ ______________________________________ c) Emotional reciprocity: "If you make me feel good, I'll make you feel good;" _____________ ______________________________________ d) Physical reciprocity: "If you do something nice for me, I'll do something nice for you;" ______________________________________ ______________________________________ e) When you do something for someone else, you put him or her under a sense of obligation; ______________________________________ ______________________________________ f) Always look for ways to do favors or kindnesses for your prospects;_______________________ ______________________________________ g) Send "thank-you" cards on every occasion to build goodwill with your prospects. _________ ______________________________________ 3. Commitment and consistency are key buying influences and emotional triggers: _________________ ________________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
a) The Law of Incremental Commitment applies to all customers in sales activities; __________ ______________________________________ b) People strive to remain consistent with what they have done and said in the past; _________ ______________________________________ c) Uncover the prospect's "buying strategy" if you want to sell your product or service. _________ ______________________________________ 4. Social proof is one of the most powerful of all buying influences: _________________________ ________________________________________ a) People are inordinately influenced by other people similar to them who have bought your product or service; _______________________ ______________________________________ b) The customer wants to know, "Who else that I know and respect has bought this product?" ______________________________ ______________________________________ c) The customer feels that, if other people similar to him have bought the product, it must be okay; __________________________ ______________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
d) Testimonial letters, lists and photos prove to the customer that it is a safe buying decision. ______________________________________ ______________________________________ 5. Liking: how much the customer likes you is a major buying influence in any buying transaction: ________________________________________ ________________________________________ a) Emotions positive or negative distort valuations; _____________________________ ______________________________________ 1. Positive emotions cause your product or service to be seen in a better light; ________ ___________________________________ 2. Negative feelings cause the product or service to be seen in a negative light. ______ ___________________________________ b) Salespeople with high self-esteem are much more likeable to their customers; ___________ ______________________________________ c) The Friendship Factor, based on time, caring and respect, is a key buying influence; _______ ______________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
d) The more the person likes you, the more he or she will want to buy from you. _____________ ______________________________________ 6. A major buying influence is that of Authority: ________________________________________ ________________________________________ a) We are strongly influenced by people who are known and respected for their expertise; ______________________________________ ______________________________________ b) Buyer behavior is influenced by third-party endorsements in the form of publications, radio and television; __________________________ ______________________________________ c) Buying behaviors are influenced by symbols of success such as cars, clothes and accessories. ______________________________________ ______________________________________ 7. The relative scarcity of a product or service has a powerful influence on the customer's decision to take action: _______________________________ ________________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
a) Scarcity implies value, desirability; _________ ______________________________________ b) Scarcity increases the urgency to make a buying decision; ________________________ ______________________________________ c) Always suggest or imply that the quantity of your product or service is limited.___________ ______________________________________ 8. The contrast principle is a key factor influencing buying decisions: __________________________ ________________________________________ ________________________________________ a) People contrast or compare the prices of items against other items; ______________________ ______________________________________ b) Present the higher-priced item first, then the lower-priced item; _______________________ ______________________________________ c) The second item presented seems less expensive, by contrast. ____________________________ ______________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
9.
These buying influences are used in every sales effort, even when you go to the supermarket: ________________________________________ ________________________________________ a) As you shop, a person gives you a sample of a product to taste. This automatically triggers a desire to reciprocate and a feeling of obligation; _____________________________ ______________________________________ b) You eat the sample and begin the process of incremental commitment toward the product; ______________________________________ ______________________________________ c) You see others around you tasting or buying the product. This triggers the influence of social proof; ____________________________ ______________________________________ d) The person offering the product is nice and friendly. This triggers the emotion of liking; ______________________________________ ______________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
e) The product is offered in a store that you patronize. This lends the product the authority and prestige necessary to get you to buy it; ______________________________________ ______________________________________ f) There is a special offer on the product at this price. This triggers the buying influence of scarcity; _______________________________ ______________________________________ g) You contrast and compare it with other products and conclude it is a good deal. _____________ ______________________________________ 10. A powerful word in the buying conversation is the word "because:" ___________________________ ________________________________________ a) Any reason following the word "because" seems logical, persuasive; ______________________ ______________________________________ b) "You will like this because..." ______________ ______________________________________ 11. The word "recommend" is very persuasive in the sales conversation: _________________________ ________________________________________
NOTES
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.
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S U C C E S S F U L S E L L I N G
a) Instead of asking people to buy, make recommendations; _______________________ ______________________________________ b) "What I recommend for you ..." ____________ ______________________________________
NOTES
Small changes in the way you present ideas and information can have extraordinary effects on the way your customer reacts to your product or service. You must be continually looking for better ways to present product or service offerings, using the buying influences and decision triggers that have been discovered over the years. You will soon be able to take a negative prospect and turn him or her into a customer with a few simple questions, statements and actions.
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.
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S U C C E S S F U L S E L L I N G
2.
Explain the buying influence of "reciprocity" and how you can use it in a sales situation.
3.
4.
5.
Give three ways that you can use the power of "social proof" to accelerate a buying decision.
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.
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S U C C E S S F U L S E L L I N G
6.
7.
8.
Why is it that a "scarce" product or service appears more desirable to the customer?
9.
How can you use "The Contrast Principle" to influence a buying decision?
10.
Give two examples of how these buying influences are used by other companies to sell their products or services.
11.
What one thing are you going to do differently as a result of what you have learned in this session?
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.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G
ACHIEVEMENT
The methods and techniques revealed in this program are tested and proven by high achievers everywhere. Guaranteed to put success within your reach! (6 CDs/workbook) ..........Reg. $75.00
Is your income growing as fast as you deserve? Even if your answer is yes, you could surely be earning more. This program gives you 12 power practices to double and triple your income. (6 CDs) ..........................Reg. $75.00
P THE PSYCHOLOGY
OF
P THE POWER OF
CLARITY
In this program, you will learn how to develop absolute clarity regarding who you are and what you really want. You will learn how to achieve your most important goals faster and easier than you can imagine today. (6 CDs/workbook) ..........Reg. $75.00
SELLING
Learn how to develop a powerful sales personality, how to best approach the prospect, how to handle objections, winning closing techniques and 10 keys to success in selling. (6 CDs/workbook) ..........Reg. $85.00
P HOW TO MASTER
YOUR TIME
Brian Tracy gives you a step-by-step approach to making the best use of every minute of every day. Gain at least two extra hours every day with the techniques in this program. (6 CDs)..............................Reg. $75.00
P ACCELERATED
LEARNING TECHNIQUES
Brian Tracy takes you through a series of techniques that train you to use the full range of your intelligence and expand your brain capacity up to 400%. (6 CDs/workbook) ..........Reg. $85.00
P 24 TECHNIQUES FOR
CLOSING THE SALE
Learn the effect of constrained enthusiasm, four things you must do before closing the sale, the best time to close, where selling confidence comes from and much, much more. (60-minute video)..........Reg. $80.00
P THE SCIENCE OF
P THE ULTIMATE
SELF-CONFIDENCE
GOALS PROGRAM
Think of all the things you could do if you enjoyed superior levels of self-confidence. Learn how to overcome the fear of failure and get on the fast-track to success! (6 CDs)..............................Reg. $75.00
Brian's newest program! In this program you will learn the 21 most important techniques ever discovered to help you accomplish more of your goals, faster than you ever have before. (7 CDs/workbook) ..........Reg. $75.00
1 program ........................$75 each 2 programs ......................$65 each 3, 4 or 5 programs ..........$60 each 6, 7, 8 or 9 programs ......$55 each All 10 programs ..............$49 each
METHOD OF PAYMENT: CARD NUMBER
COMPANY NAME
STATE EMAIL
ZIP CODE
CHECK
P VISA
P AMEX
DISCOVER
X
SIGNATURE
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.
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S U C C E S S F U L S E L L I N G
BY BRIAN TRACY
ll top professionals have a coach! Learn A how to move to the next level of income and success in your business and personal life. Q Simplify your life by eliminating all lowvalue, no-value activities that keep you from working on your "Critical Success Factors;" Q Identify your areas of excellence and develop plans to become outstanding in your key result areas; Q Develop higher levels of self-discipline, self-control and personal organization; Q Double your income and simultaneously double your free time.
Advanced Coaching
How does it work?
ou meet with Brian Tracy and a small Y group of other successful people four times per year, once every three months. You learn a new series of strategies, methods and techniques at each session. You then develop personal action plans which you implement over the next 90 days. In addition, you receive written material for self-study and participate in ongoing teleconferences.
and Mentoring
FOCAL POINT
ADVANCED COACHING & MENTORING PROGRAM
462 Stevens Ave., Suite 202 Solana Beach, CA 92075 858/481-2977 x17 Fax 858/481-2445 vrisling@briantracy.com www.briantracy.com
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.
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S U C C E S S F U L S E L L I N G
Every week you work one-on-one with a personal coach who will help you make a quantum leap in your income, personal performance and life satisfaction.
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.