How I Raised Myself From Failure

by Frank Bettger

There may be nothing wrong with you, The way you live, the work you do, But I can very plainly see Exactly what is wrong with me. It isn’t that I’m indolent Or dodging duty by intent; I work as hard as anyone, And yet I get so little done, The morning goes, the noon is here,

Force yourself to act enthusiastic, and you’ll become enthusiastic. “Make a high and holy resolve that you will double the amount of enthusiasm that you have been putting into your work and into your life. If you carry out that resolve, you will probably double your income, and double your happiness.” How can you begin? There is just one rule: “To become enthusiastic, act enthusiastic.” Remember the one sentence uttered by Walter LeMar Talbot. “After all, this business of selling narrows down to one thing, just one thing, seeing the people. Show me any man of ordinary ability who will go out and earnestly tell his story to four or five people every day, and I will show you a man who just can’t help making good!” If you want to overcome fear and rapidly develop courage and selfconfidence, join a good course in public speaking—not just a lecture course. Join only a course where you make a talk at every meeting. When you lose your fear of speaking to an audience, you lose your fear of talking to individuals, no matter how big and important they are. One of the greatest satisfactions in life comes from getting things done and knowing you have done them to the best of your ability. If you are having trouble getting yourself organized, if you want to increase your ability to think, and do things in the order of their importance, remember there is only one way: Take more time to think and do things in the order of their importance. Set aside one day as self-organization day, or a...

The most important secret of salesmanship is to find out what the other fellow wants, then help him find the best way to get it. There is only one way under heaven to get anybody to do anything. Did you ever think of that? Yes, just one way. And that is by making the other person want to do it. Remember, there is no other way. When you show a man what he wants, he will move heaven and earth to get it.

When another asserted something that I thought in error, I deny’d myself the pleasure of contradicting him abruptly, and of showing immediately some absurdity in his propositions; and in answering I began by observing that in certain cases or circumstances his opinion would be right, but in the present case there appear’d or seem’d to me some difference, etc. I soon found the advantage of this change in my manner; the conversation I engaged in went on more pleasantly. The modest way in which I proposed my opinions procured them a readier reception and less contradiction; I had less mortification when I was found to be in the wrong and I more easily prevailed with others to give up their mistakes and join with me when I happened to be in the right.

The main problem in the sale is to Find the basic need, or The main point of interest. Then stick to it!

Remember these wise words of J. Pierpont Morgan: “A man generally has two reasons for doing a thing—one that sounds good, and a real one.” The best formula I ever found to draw out the real one is built around those two little questions: “Why?” and “In addition to that … ?”

PART TWO Pocket Reminders The most important secret of salesmanship is to find out what the other fellow wants, and then help him find the best way to get it. If you want to hit the bull’s-eye, remember the sage advice of Dale Carnegie: “There is only one way under high heaven to get anybody to do anything. Just one way. And that is by making the other person want to do it. Remember, there is no other way.” When you show a man what he wants, he will move heaven and earth to get it. Cultivate the art of asking questions. Questions, rather than positive statements, can be the most effective means of making a sale, or winning people to your way of thinking. Inquire rather than attack. Find the key issue, the most vulnerable point, then stick to it. Learn how to use the most important word in selling, that powerful little one-word question, “why?” Remember that Milton S. Hershey, who failed three times before he was forty, thought this word was so important

To find the hidden objection, the real reason, remember what J. Pierpont Morgan said: “A man generally has two reasons for doing a thing—one that sounds good, and a real one.” It is probably two to one that something else is in the picture. Ask those two little questions: “Why?” and “In addition to that.. ?” Try using them for one week. You will be surprised with your results in overcoming objections. Remember the forgotten art that is magic in selling. Be a good listener. Show the other person you are sincerely interested in what he is saying; give him all the eager attention and appreciation that everyone craves and is so hungry for, but seldom gets. It is one of the most important principles of the formula for success in selling. Yes, it is magic in selling!

The wisest and best salesman is always the one who bluntly tells the truth about his article. He looks his prospective customer in the eye and tells his story. That is always impressive. And if he does not sell the first time, he leaves a trail of trust behind. A customer, as a rule, cannot be fooled a second time by some shady or clever talk that does not square with the truth. Not the best talker wins the sale—but the most honest talker … there is something in the look of the eye, the arrangement of words, the spirit of a salesman that immediately compels trust or distrust … being bluntly honest is always safe and best.

PART THREE Pocket Reminders Deserve Confidence. The real test is: do you believe it, not will the other person believe it? To have confidence in yourself, and win and hold the confidence of others, an essential rule is to: Know your business … and keep on knowing your business! One of the quickest ways to win and hold the confidence of others is to apply the rule of one of the world’s greatest diplomats, Benjamin Franklin: “ I will speak ill of no man—and speak all the good I know of everybody.” Praise Your Competitors!

I’ll Cultivate the habit of making understatements; never exaggerate! Remember Karl Collings’ philosophy: “Yes, but I’ll know it .” An infallible way to gain a man’s confidence quickly is to: Bring on your witnesses. And they are as close as the telephone. Look Your Best. “Put yourself in the hands of an expert.”

“If you would win a man to your cause, first convince him that you are his sincere friend ….”—Lincoln. Encourage young men. Help a man see how he can be a success in life. Try to get a man to tell you what is his greatest ambition in life. Help him raise his sights. If anyone has inspired you, or helped you in any way, don’t keep it a secret. Tell him about it. Ask a man: “How did you happen to get started in this business?”; then, be a good listener. 21

Impression Impression Get a clear impression of his name and face. Repetition Repetition Repeat his name at short intervals. Association Association Associate it with an action picture; if possible, include the person’s business. 23

“If you would win a man to your cause,” said Abraham Lincoln, “first convince him that you are his sincere friend.” If you want to be welcome everywhere, give every living soul you meet a smile, an honest-to-goodness smile, from down deep inside. You will have much less difficulty remembering names and faces when you remember these three things: a. Impression: Get a clear impression of his name and face. b. Repetition: Repeat his name at short intervals. c. Association: Associate his name with an action picture; if possible, include his business. Be brief. A salesman cannot know too much, but he can talk too much. General Electric’s vice president, Harry Erlicher, said: “At a recent meeting of purchasing agents, we took a vote to find out the biggest reason why salesmen lose business. It is very significant the vote was three to one that salesmen talk too much.” If you have any fear of approaching big men, turn that liability into an asset! Go to see the man you’re afraid to call on, and admit you’re scared. You pay a big compliment to a man when you tell him you are scared in his presence. If you have an idea he can use, he will help you make the

Don’t try to throw the “hawser”—throw the “heaving line.” interview. sale before the sale. The approach must have only one objective: selling the sales interview—not your product, your interview. It is the sale before the sale.

Summed Up immediately! The best time to prepare a speech is immediately after you’ve made one; likewise, a sales talk. All the things you should have said, and should not have said, are fresh in your mind. Write them down immediately! she’ll Write your talk out word for word. Keep on improving it. Read it and reread it until you know it. But don’t memorize it. Try it out on your wife. If it’s bad, she’ll tell you. Deliver it to your manager. Deliver it to another salesman. Give it until you love it. “Drill … Drill … Drill.” Knute Rockne said it: “Drill … Drill … Drill.”

Summed Up “Never forget a customer; never let a customer forget you.” “If you take care of your customers, they’ll take care of you.” HIS Love HIS Property. new New customers are the best source of new business … new customers! minutes, best. When is the best time to follow a referred lead? Within six days … or six weeks? … Six minutes, I found best. Never fail to show appreciation for a lead. Report results whether good or bad. Play position for the next shot.

THIS IS GOING TO BE THE BEST INTERVIEW I EVER HAD Save closing points for the close. The four steps in the average sale: (1) Attention, (2) Interest, (3) Desire, (4) Close. Summarize. Whenever possible, let the prospect summarize. Put him into action! “How Do You Like it?” After concluding the presentation, ask this question. It’s magic! Welcome objections! Remember—the best prospects are those who offer objections. “Why? … In addition to that?” … Why gets the customer talking, brings out his objections. In addition to that? finds the real reason, or the key issue. Ask Prospect to Write His Name Here.

PART FIVE Pocket Reminders Don’t try to throw the hawser—throw the heaving line. The approach must have only one objective—selling the sales interview. Not your product—your interview. It is the sale before the sale. The foundation of sales lies in getting interviews. And the secret of getting good, attentive, courteous interviews is in selling appointments! The secret of making appointments is to stop swinging for a home run, and merely try to get on first base. First, sell the appointment. Second, sell your product. The best way to outsmart secretaries and switchboard operators is never to try! Be honest and sincere with them. Take them into your confidence. Never use trickery or subterfuge. If you want to be a star in the selling game, you’ve got to have your fundamentals—the ABC’s of your job—so firmly in your mind, that they are part of you….” Write your sales talk out word for word. Keep on improving it. Read it and reread it until you know it. But don’t memorize it. Try it out on your wife, your manager, another salesman. Give it until you love it. Knute Rockne said it: “Drill… Drill… Drill.” Make the most of dramatization. “One demonstration is worth more than a thousand words.” Let the customer perform. Let the customer help you make the sale. “Never forget a customer; never let a customer forget you.” New customers are the best source of new business … new customers! Follow up referred leads while they are sizzling hot. Report results—whether good or bad. Play po...

Temperance— Temperance— Eat not to dullness; drink not to elevation. Silence— Silence— Speak not but what may benefit others or yourself; avoid trifling conversation. Order— Order— Let all your things have their places; let each part of your business have its time. Resolution— Resolution— Resolve to perform what you ought; perform without fail what you resolve. Frugality— Frugality— Make no expense but to do good to others or yourself; i.e., waste nothing. Industry— Industry— Lose no time; be always employed in something useful; cut off all unnecessary actions. Sincerity— Sincerity— Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly. Justice— Justice— Wrong none by doing injuries, or omitting the benefits that are your duty. Moderation— Moderation— Avoid extremes; forbear resenting injuries so much as you think they deserve. Cleanliness— Cleanliness— Tolerate no uncleanliness in body, cloaths, or habitation. Tranquility— Tranquility— Be not disturbed at trifles, or at accidents common or unavoidable. Chastity— Chastity— Rarely use venery but for health or offspring, never to dulness, weakness, or the injury of your own or another’s peace or reputation. Humility— Imitate Jesus and Socrates. Humility— Imitate Jesus and Socrates. 35