How I Raised Myself From Failure

by Frank Bettger

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