Brian Tracy on Building Relationships With Customers

Published: Jun 16, 2014
Modified: Jun 01, 2020

By Brian Tracy

Isn’t sales all about building relationships with customers? 

Brian Tracy: “Indeed. Everything today in selling is building relationships. And the keys to successful building relationships within selling are trust and credibility. When you think over your life, you will find that the most important people in your life are also the people you trust the most. Without trust, no sales relationship is possible. Credibility means that people believe in you and are confident that your product or service is good for them and that you will fulfill your promises.

Earning a customer’s trust, and establishing your own credibility, begins with asking a series of well-prepared questions and listening attentively to the answers. The more you demonstrate your desire to understand the customer’s needs, through asking questions and listening to the answers, the more the customer trusts you and believes in you. To become a successful salesperson—to join the 20 percent of top salespeople who make 80 percent of the money—you must become a relationship expert.

Always look for ways to reassure your customers that the relationship is important to you. The more emphasis you put on your sales relationships, the more sales you will make and the more successful you will be.” You might also be interested in these articles by Brian Tracy. For more information on AMA's sales seminar developed by Brian Tracy click here. 

Adapted from UNLIMITED SALES SUCCESS: 12 Simple Steps for Selling More Than You Ever Thought Possible by Brian Tracy and Michael Tracy.

About The Author

Brian Tracy is the Chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. One of the top business speakers and authorities in the world today, he has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars throughout the United States and more than 60 countries worldwide. He has written 65 books and produced more than 500 audio and video learning programs on management, motivation, and personal success.