Recipes For Success Featuring Brian Tracy at Joe Polish's Genius Network - I Love Marketing Episode #414

The key is get the recipe if you want to be Excellent in sales, 20% of salespeople earn 80% of the money in sales. Why? It's because there's a recipe for selling. It has seven parts, seven ingredients. If you follow the seven ingredients, what will happen is it'll come out at the other end, sale after sale after sale. And if you don't, it won't.

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Each year, Brian speaks typically to 250,000 people worldwide on the subject of leadership, business strategy, sales and personal success. He started, built, managed or turned around 22 businesses in the last 30 years. He's consulted and worked with more than 1,000 companies including IBM, MetLife, BMW, Lululemon, Athletica and Vistage. Brian has written, I think now 86 books. They've been translated into 42 languages and are sold in over 50 countries. He's produced more than 1,000 audio and video learning programs. Brian is an entertaining speaker with a wonderful ability to inform and inspire audiences using fast moving combination of ideas and techniques from the fields of business, economics, history and current events.

People don't follow the recipe for success if you want to sell successfully. By the way, there's a seven steps that I have discovered and developed which I teach a thousand different ways. I've taught more than 2 million salespeople my recipe for selling and many of those people become millionaires. Chip Wilson is also a friend of mine and he told me, he booked me, he told me, he said he was working as a yoga instructor in a small yoga studio in Vancouver, in Kitsilano, which is a a neighborhood. And somebody put him through my course and had the course on video with workbooks and everything else. And he said he suddenly realized that there's no future being a yoga instructor. And so then he looked around because we teach the superconscious mind in that course, Psychology of Achievement. He looked around and he said the money is in yoga clothes. That's where the money is. And the quality of clothes being produced, generally speaking, was very poor. So he just came up with this idea of producing high quality yoga clothes made with high quality fabrics, well put together and the rest is history. As you say. He's worth almost $5 billion today. He told me when he brought me up to speak, we spent two days together. He told me that basically these ideas made him rich. Very, very simple idea to set a goal, work on your most important goal. Unlock your creativity and so on. He's a super guy. He's one of those guys that deserves to be successful. You're happy for his success when you talk to him. So the key is, get the recipe. If you want to be Excellent in sales, 20% of salespeople earn 80% of the money in sales. Why? It's because there's a recipe for selling and it has seven parts, seven ingredients. If you follow the seven ingredients, what will happen is it'll come out at the other end, sale after sale after sale. And if you don't, it won't. If you want to be successful in business, you have to have a marketing plan. As our friend Dan Kennedy says, is that whatever business you're in, you're in the marketing business. And your success or failure income, the size of the house you live in, car you drive, what happens to you in life is determined by how good you are at marketing your product. And marketing is attracting qualified people who can't and will buy your product or service within a reasonable period of time. And what I just told you is the result of thousands of hours of research. Marketing means attracting people who can and will buy and pay for your product or service within a reasonable period of time. And so therefore, once you learn how to market, you can market any product if it is a sellable product. So people have to learn how to market in selling. By the way, and I'll just give you this quickly because I produced after Psychology of Achievement, I produced a program called Psychology of Selling. And Psychology of Selling, according to their research, has made more salespeople millionaires than any other single training influence in the world. Psychology of Selling. And how do you get Psychology of Selling? Go to audible. Go to audible. And there it is. And you download it, you download it on audible and listen to it. Nothing hard about that.

Let me ask you something about speaking. Okay, so we've got your friend Joel Weldon on with us, who's one of the original founders of nsa. And you've spoken for NSA many times. And both of you guys have been speaking. And Joel Weldon, what do you think of Brian Tracy? I mean, you've been, you, you've been doing this. You guys have been in the speaking world for many, many years. And you introduced him when he was, you know, at the last time he came out to nsa that I was at. So what are your thoughts here?

Both of us go back to the days of Earl Nightingale. And of course, Joe Polish was a big Earl Nightingale fan, and Earl was called the Dean of Personal development. And Brian has taken over that mantle. He really took it over when he started making cassette programs for Nightingale back in the late 70s and early 80s. And there's nobody that has that kind of reputation today. He is really the king of the personal development business. And that story of everything that he's done based on the recipe. And that's what a system is. And Joe, that's what you've done with marketing. That's what Brian has done with everything he's accomplished. But when you and I talked in preparing for this meeting, you told me why you have written 86 books. And since Ingenious Network, we have many authors that have one or two books. I had never heard that explanation of why multiple books was so important. So maybe you could add that I.

Wrote a book and I had problems with my publisher and problems with promotion. And finally I found that if you're going to write a book, you need to invest about $100,000 to promote the book. Because the publishers will not help you. They will publish the book. They will get the book into the bookstores, they will make it available through the book distributors like Ingram's, but they won't help you. And I thought if I published the book, they would promote it. So the book came out and it sold 35,000 copies out the gate. And I said, well, geez, this is great. They said, well, I don't know, maybe we'll continue to produce it, maybe we won't. And I said, what do you mean? I said, well, we'll do. Maybe we'll do a paperback for it. Anyways, they just let the book fall on the floor. And so I went out and I found a. An agent who. A promoter, publicist. And she agreed to promote the book for a hundred thousand for ten thousand dollars a month. So I said, okay. So I gave her 10,000amonth. And she was a brilliant promoter. She got the book. She got me doing interviews. Interviews were the primary way, maybe still the primary way to sell a book. And after about three months, and she got me more than 100 interviews. And the book sales went up, up, up, up. And then after three months, the book sales started to drop down and the interviews dropped and the interviews disappeared. And I said to her, I said, what's happening? I said, well, you've had your three months. I said, what do you mean? They said, well, the people that will interview you for radio, television, magazine, so on, they will interview with you three months before the book is released and three months after it comes out. And then they Go on to other books. There's, you know, there's a hundred thousand books a year that are published. And I said, well, how do I get them to. You can't. You have to write another books. Write another book? Yeah, write another book. And then you get into the cycle again. And I said, okay, I'll write another book. And I made a decision at that time. I'm going to write one book every three months, and then there'll always be a book in the transit, always be a book in the production line, and they would publish it. So I did. I started writing a book every three months. I wrote a book every three months for 26 years. And some years I wrote five books and six books in one year, I wrote seven books. And I just kept puffing them out because no one book is going to be successful, but one book will support another, which will help another, and so on. And the more you write, by the way, the better you get at it. And it's very important that people understand this. As you know, I spoke to a professor at the university and he said. He said, how do you write a book? He said, just write. He said, just write. That's how he teaches people at the university. Just write, sit down and get on with it. I mean, don't. There's no big complicated. Just right. And he said this, and I never forgot this. He said, you can't get worse at it by doing it. You can't get worse at it by doing it. Ed Goethe, the German philosopher, said, everything is hard before it's easy. Writing your first book is really hard. Most people actually don't sell books until their third or fourth, sometimes their fifth or sixth book. And if that book takes off, then all the others start to sell, and now there's a market for you. And so today I have seven major publishers in the United States, English publishers. So if I decide to write a book, I think of a subject and I will call one of them, or more than one. I'll say, if I write a book on this subject, will you publish it? And somebody say, well, because fits into our schedule this year, or no. But I'll always find someone who will say yes. Because when you write a book, people buy it. So I don't have any remainders. One of the things that publishers hate more than anything else is remainders is that they publish the book and they end up with a warehouse full of books. And by the way, some of our best friends were sunk because they wrote the book and people didn't buy it. So I began to write a book. Four books average every every year for 26 years. So I've written 86 books and I have three books behind me.

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