Opinions, please, on a Brian Tracy tape set

What I am listening to is a real old chestnut I found on E-Bay called "Sales Power for Your Home Business" by Brian Tracy. I don't think they publish it new anymore, which is a shame. It's a 101 introduction to selling.
However, on one tape, Brian advises against coming into a prospect's office and making small talk. He says to get down to business. On another tape he introduces relationship selling and says you have to develop a relationship with the customer first, don't get right into selling.
It sounds like a contradiction to me. And yes, I am new to sales. So, which is it?

Quote:

Originally Posted by MicheleHayes

However, on one tape, Brian advises against coming into a prospect's office and making small talk. He says to get down to business. On another tape he introduces relationship selling and says you have to develop a relationship with the customer first, don't get right into selling.
It sounds like a contradiction to me.

Michele, I am not familiar with Brian or his works or what he meant, but this is MY take on it:

I would get right down to business, but NOT by selling--by asking questions and listening. People love to talk about themselves or their needs as they relate to your question/product. They like to tell you what works for them and what doesn't work for them--what they like and don't like. If you are an active listener you will accomplish the following:

They will feel you are interested in THEM, instead of talking about your product or cramming it down their throat.
They will like you and feel a report with you (even if you say very little).
You will disvoer their needs so you can slant your sales presentation to meet their needs.
You will find out what they don't like and make a note to yourself to avoid it like the plague.
You can get a feel for if your product will work for them. If NOT (not everyone is a good candidate for what you are selling), you can make your presentation brief so you can move on.

Afterwards, if it turns out it was not right for them (most likely they will not buy it), instead, do something shocking. Say: "You know, based on what you have told me, I don't think this is really right for you, right now." Believe me, not many people have heard this from a salesman. They will appreciate it and you will win them over with your sincerity and honesty. Then ask them for a referral (someone they might know whom the product WOULD be right for.)

Small talk doesn't build relationships--meaningful conversation does.

I have listened to a couple of Brian's cd's ("Make a Million" and "21 Absolutely Unbreakable Laws of Money"). I find Brian a very motivational person and have started to wake up an extra 30 minutes early to fit in a couple of tracks before the start of the day. As far as the "Sales Power for Your Home Business" goes, I do not know if it is good.

I would assume that Brian means if you are running a home based business, you have probably established a relationship over the phone to set up an appointment and started building a relationship prior to meeting the person face-to-face. Once you get the meeting opportunity, you should not sit around their office and try to start small talk - let the client do that if they want to. It is your job to respect and take full advantage of the time your potential client has given you. Have your materials ready and in the order you want to present them. Don't get caught flipping through papers trying to find the right one!

When you are speaking with a potential client for the first time, don't start rambling off every service/product/feature/benefit you offer. Start by saying something general like your boilerplate company description. Example of my cold call script: "Hi [first name], my name is Bill Thompson with EXP Creative. We help companies maximize their sales revenue by providing graphic design and web development services based on marketing research to maximize conversion rates. Are you 100% happy with the performance of your online presence right now?" Of course this will vary, but I have found it to be a decent script - I'm not the best cold caller though. The point is to involve the prospect as soon as possible by giving them enough information on what you do, asking them a question that pertains to their business (helps if this is an area they consider a concern and you can offer a solution to this concern.) By involving the client, you will get the information you need to offer a dynamic pitch that caters to your clients problems and concerns. If you can't find a way to relate your services to your clients - you are selling blind and will bill lucky to have a sales career besides the McDonald's drive-thru line "Would you like fries with that?"

RainMaker and I agree on a lot of the concepts of selling and if you search for posts by her you will be off to a good start.

HTH

Quote:

Originally Posted by MicheleHayes

It sounds like a contradiction to me. And yes, I am new to sales. So, which is it?

I would take that to mean avoid the small talk and get down to business by first identifying and clarifying the opportunity (Interview step) and then presenting your solution.

Quote:

Originally Posted by Liberty

I would take that to mean avoid the small talk and get down to business by first identifying and clarifying the opportunity (Interview step) and then presenting your solution.

Back to basics.

I like the quote, SalesGuy! Who's it from?

Quote:

Originally Posted by MicheleHayes

What I am listening to is a real old chestnut I found on E-Bay called "Sales Power for Your Home Business" by Brian Tracy. I don't think they publish it new anymore, which is a shame. It's a 101 introduction to selling.
However, on one tape, Brian advises against coming into a prospect's office and making small talk. He says to get down to business. On another tape he introduces relationship selling and says you have to develop a relationship with the customer first, don't get right into selling.
It sounds like a contradiction to me. And yes, I am new to sales. So, which is it?

Michele, it is a contradiction--but don't disregard Brian's Tracy's work because of it. Personally, I'll opt for his advice against small talk because I believe it's a detriment to a good sales conversation.

I think Tracy's material is superb but I'm limited to my experience with his earlier Psychology of Selling and Psychology of Achievement offerings which I had the opportunity to study in their entirety in Corporate workshops.

Sometimes contexts change as they often do in discussions here. So it is possible that Tracy's conflicting viewpoints were presented in different contexts.

I think you will derive benefit from his work.

Quote:

Originally Posted by Gary Boye

Michele, it is a contradiction--but don't disregard Brian's Tracy's work because of it.

Where is the contradiction Gary?

MicheleHayes, unless Brian is equating "coming into a prospect's office and making small talk" with "relationship selling" I don't see a contradiction.

Quote:

Originally Posted by Agent Smith

Where is the contradiction Gary?

Agent, My intent was to encourage Michele with regard to Brian Tracy's works on selling. I believe they would be very valuable to a newcomer in sales. I know some people who were inspired by his training and achieved great heights in sales.

I don't have a desire to get into a question and answer thing because of my post to Michele.

However, if you have an interest in Brian Tracy, I think he has a web site and I believe much of his material is available from Nightingale-Conant.

Opinions, please, on a Brian Tracy tape set

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