Unlimited Sales Success

12 Simple Steps for Selling More Than You Ever Thought Possible

 Unlimited Sales Success

Authors: Brian Tracy, Michael Tracy
Pub Date: October 2013
Print Edition: $22.95
Print ISBN: 9780814433249
Page Count: 272
Format: Hardback
e-Book ISBN: 9780814433256

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INTRODUCTION: The New Realities of Selling

WELCOME TO THE new world of selling! More people are going

to make more money and enjoy greater financial success in the

months and years ahead in the profession of selling than ever

before. Fully 5 percent of self-made millionaires are salespeople

who started at the bottom, became very good in their field,

earned high incomes, and became wealthy. And what hundreds

of thousands, even millions, of other people have done, you can

do as well. You just need to learn how.

My son Michael and I have condensed into this book everything

we have learned from our experience selling millions of dollars of

products and services. Everything in these pages is time-tested,

proven, and practical, and designed to help you make faster and

easier sales in any market.

When I began my sales career, I knew nothing of the skills and

techniques you are about to learn. I did not graduate from high

school. I worked at laboring jobs for several years. When I could

no longer find a laboring job, in desperation, I got into straight

commission sales, cold-calling one office after another in the daytime

and houses and apartments in the evenings.

I got the three-part sales training program that is common

worldwide: “Here are your cards, here are your brochures,

there’s the door.”

If I didn’t sell, I didn’t eat. I got up every morning at six and

was waiting in the parking lot when people came to work at eight

o’clock. My sales results were terrible. I was making just enough

sales to eat and to pay for a small room in a boardinghouse. I had

holes in my shoes, empty pockets, and no future.

A Life-Changing Event

Then I did something that changed my life. I went to the top salesman

in our office, a man a few years older than me who was selling

ten times as much as anyone else. And he wasn’t even working very

hard! He always had a pocketful of money. He went to nice restaurants

and nightclubs. He drove a new car and lived in a beautiful


I took a deep breath and went up to him and asked him outright,

“What are you doing differently? How is it that you are

making so many more sales than me, or anyone else?”

He looked at me with surprise and then said, “Well, if you

want some help, show me your sales presentation and I will critique

it for you.”

Now, I admitted that I had heard there was such a thing as a “sales

presentation.” But it was like the far side of the moon, something

I had never actually seen in reality. I told the top salesman that

when I called on customers, I simply said whatever fell out of

my mouth.

He said, “No. No. No. Selling is a profession. It is both a science

and an art. It follows a logical, orderly process from the first

step through to the closing of the sale and the satisfied customer.

Let me give you an example of a sales presentation.”

He then sat me down and asked me questions, commenting as

he went along, exactly as if I were a prospective customer for our

product. Instead of talking continually, as I did when I got in front

of a prospect, he asked questions in a logical sequence, leading

from the general to the particular, from qualifying me as a prospect

through to closing the sale. It was different from anything I had

ever experienced.

From that day forward, instead of talking continually, I asked

better questions of my potential customers and listened closely

to their answers. And my customers reacted to me differently.

And I started to make sales, and then more and more sales. I

began reading books on selling and listening to audio programs.

I began attending every sales seminar I could find. And each

time I learned and applied something new, my sales went up, and

up, and up. Within a year, I was earning ten times as much

income. My whole life changed forever.

What I discovered was the oldest of laws: the Law of Cause

and Effect. This law says that for every effect in your life, there

is a cause, or a series of causes. If there is any effect that you

would like to have in your life, find others who have already

achieved that outcome and then do the same things that they did

to get there.

In my sales seminars, I often start off by asking, “How many

people here would like to double their income in the next year

or so?”

Every hand in the room goes up. I then explain that if you

want to double your income, it is not that difficult. You simply

identify some people who are earning twice as much as you—

and who, by definition, at one time were earning half as much

as you are today—and then you find out what they did to get

from where they were to where they are today. Then, if you do

the same things that other successful people do, you soon get

the same results. It is not a miracle. It is not a matter of luck. It

is simply a matter of law—the Law of Cause and Effect.

Selling in the Markets of Today and Tomorrow

Since that day in my early twenties, when I first learned how to

make more sales, I have started, built, managed, or turned around

twenty-two companies. I have recruited, trained, managed, and

personally motivated hundreds of salespeople in different sales

organizations. I have personally trained more than 2 million

salespeople in sixty-one countries around the world. Many thousands

of my graduates have gone from rags to riches, from the

bottom to the top. Many have become millionaires and multimillionaires,

actually ending up owning the companies that they

were working for when they started using the ideas that you will

learn in this book.

The good news is that sales success is quite predictable. When

you do what other successful people do, you will soon get the

same results that they do.

The first step is to understand the most important factors that

determine sales success or failure in today’s market. It seems that

in every market, selling every product and service, in every industry,

there are salespeople who continue to grow and prosper in

sales, earning a wonderful living for themselves and providing well

for their families.

How do they do it? They know that change is taking place

faster today in every industry than ever before. Because of evergreater

competition, the need to please ever-more-demanding

customers, increasing price sensitivity to products and services,

and incredible uncertainty in national and international markets,

the companies and individuals who survive and thrive are those

that are fast and flexible in rapidly changing conditions.

Charles Darwin wrote that “survival goes not to the strongest

or most intelligent, but to the one who is most adaptable to

change.” The marketplace has changed dramatically, and continues

to change, and you must change with it.

The Seven New Realities

Specifically, there are seven new realities, or facts, that you must

incorporate into your thinking and your actions to achieve the

kind of sales results and income that are truly possible for you.

Today, more than ever before:

1. There are more sellers than buyers in every field.

2. Selling is more complex.

3. Selling requires greater focus and clarity.

4. Selling requires greater preparation.

5. Customers are more demanding.

6. Sales success requires multiple calls.

7. Closing the sale is harder.

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