The word “guru” is thrown around a lot these days. That’s too bad because it makes it hard to distinguish those who truly deserve the title from those who don’t. In the case of Brian Tracy – there is no argument about his guru status. He has earned it the old fashioned way, by proving himself in the world of successful selling.
With around fifty best selling business books under his belt, you would think that he would relax and enjoy his success. Not Brian. His most recent book, Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible  was co-written with his son Michael and has just been released. It is destined to become another best seller.
What Makes Brian Tracy (and Son) a Legend?
I started out this review by calling Brian Tracy a guru. I think it might be more appropriate to call him a legend. For more than thirty years, he has studied, researched, written and spoken in the fields of economics, history, business, philosophy and psychology.
He is the CEO of Brian Tracy International, an organization that is committed to helping people and organizations achieve their professional and business goals. According to company, Brian Tracy has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars throughout the U.S., Canada and 55 other countries worldwide.
His son Michael Tracy, who co-authored this book is the VP of Sales and Business Development at Analog Analytics, a software as a service company. Michael has also founded an online performance marketing company and he has managed door-to-door sales teams for AT&T and Verizon.
While Brian brings with him a wealth of history and experience, Michael appears to be the feet-on-the ground in today’s selling landscape.
How to Love the Oldest Profession in the World
Contrary to popular belief, it’s sales that is the oldest profession in the world. We are all selling all the time. Yet, millions upon millions of small business owners, and even sales people run away from selling as if it were the plague.
This is where Tracy’s newest book Unlimited Sales Success finds its audience. If you have ever dreaded making a sales call or having a sales conversation or if you still shy away from selling activities, then this is the book for you.
I have a confession to make. I have never owned a Brian Tracy book. This is important for you to know because I’ve read some online reviews that say that this book doesn’t have anything new in it. Since I’ve never owned any of his other books and I received this one as a review copy – I can’t compare this book to the others. I can only give you a review based on my impressions of Unlimited Sales Success.
Respect Yourself as a Sales Professional
The book begins by telling you that this book is a compilation of time-tested sales strategies and tactics that have been updated and synthesized to apply to today’s world of selling. There is no doubt about it. If you intend to be a success, then you will have to succeed at selling and that is going to require a shift in how you look at sales.
Tracy begins the book sharing his personal story of when this shift took place for him. You may be surprised to learn that Tracy didn’t start out as a sales superstar. His journey only happened after a conversation with a sales superstar who told him that the secret to his success was simply seeing himself as a sales professional. This is an important point because this subtle mind shift is a necessary ingredient to every sales strategy that comes after that story.
You cannot hope to succeed if you don’t take sales seriously and if you don’t take yourself seriously enough to consider yourself a sales professional. Sales is an honorable profession. Once you are able to integrate this into your daily life and your way of being, you will immediately start seeing results.
The Seven New Realities of Sales
Another critical lesson that comes early in the book is that there are seven “new” realities that you have to incorporate into your business life if you are going to be successful:
- There are more sellers than buyers.
- Selling is more complex.
- Selling requires more focus and clarity.
- Selling requires greater preparation.
- Customers are more demanding.
- Sales success requires multiple calls.
- Closing the sale is harder.
Each succeeding chapter in the book goes on to address each and every one of these issues. Let’s take a closer look at chapter seven: Influencing Customer Behavior.
Tracy brings in much of Robert Cialdini’s work on influence in this chapter. He discusses reciprocity, scarcity and contrast among others and gives you lots of examples and ideas about how to use those “influencing” strategies in your business.
Throughout the book, you will also find blocks of personal stories that not only show you their successes, but point out their failures in selling and what they did to fix them. I really appreciate this perspective since so many experts and gurus seem like they are afraid to share their failures.
Another terrific feature at the end of each chapter is the “Action Exercises” section. Here are a few examples from chapter seven:
- What are three things you can do to trigger a feeling of reciprocity and obligation in your potential customer?
- What three things happen when you do something nice for a customer?
- What three things can you do in a customer meeting to get the prospect to like and trust you more?
You Never Get Enough Sales Training
Another character trait that comes through loud and clear is that selling is WORK.
Make no mistake about it. The authors are adamant that most of the success you achieve in sales comes from doing that one more thing, making that one more call, knocking on one more door. Just when you think you want to quit – go one step further.
I suppose you can say the same thing for the decision on whether or not you should get this book. Even if you, like me, already have a dozen “learn to sell” or “love to sell” books on your shelf. Even if you already have the other forty-plus Brian Tracy books on your shelf – you can’t afford not to read just one more.