I love to read.
Reading is an integral part of my personal commitment to myself for persistent, consistent and lifelong personal growth and development. I read everything; mysteries; crime noir; autobiographies; science fiction; travel books and old western novels. To be a successful business coach I also believe that a requirement is that I must have a heavy dose of business writing in the mix. I subscribe to over 40 newsletters; various business and success magazines and top new business publications and books. I also believe that to stay grounded I must, I repeat, I must also read (on an annual basis) certain business and personal development classics. One would be Napoleon Hill’s THINK and GROW RICH! I’ve read this one every year for over thirty years. Another on the “must read” list is Frank Bettger’s, How I Raised Myself from Failure to Success in Selling. Mr. Bettger was a pro baseball player turned salesperson who was failing at his job and was about to give up. But he met another salesperson that suggested he read the autobiography of Benjamin Franklin. So he did. And something deep inside of him just got it. Franklins Socratic Method of asking key questions just resonated with Bettger. He perfected his methods and was the top salesperson for his company for 20 years. Then he met the legendary Dale Carnegie who pushed him to write his first book. This book and succeeding books were best sellers and translated into over a dozen languages. Here’s the kicker, Mr. Bettger was born in 1888 and passed in 1961 and his thoughts and “secrets” on selling are just as valid today as they were in the early 1900’s.
So what are these “secrets” that turned Bettger’s life around from total defeat to unparalleled success as one of the highest paid salesmen in America? Ask and ye shall receive my friends. Here are Frank Bettger’s Thirteen Secrets to Success in Sales.
#1- Enthusiasm: If you aren’t enthusiastic; Act enthusiastic and you will soon BE enthusiastic.
#2- Order (Time Management): What’s the number one thing that you should be doing; the most important thing? Know it clearly and then never let anything of lesser importance get in the way.
#3- Think in terms of others’ interests: Find out what your prospect wants then show them how to get it.
#4- Questions: Stop talking and ask questions then listen. It’s amazing how a prospect will tell you exactly what they want and need.
#5- Key Issue: Isolate the prospects basic need, then focus only on that need.
#6- Silence (listen): Good listening works magic in selling. Listen intently intentionally!
#7- Sincerity (deserve confidence): If you don’t believe in your product, neither will your prospect.
#8 – Knowledge of my business: Never, ever stop learning about your business!
#9- Appreciation and praise: Show your prospect that you believe in them and then expect great things. Don’t go overboard – just give them honest appraisals.
#10- Smile (happiness): Smile to everyone you see. Think about all the things you have to be thankful for…and smile. The world will smile with you.
#11- Remember names and faces: Take a mental photograph of the person’s name. Repeat it immediately in the conversation and then silently to yourself. You can make your prospect feel special simply by remembering their name.
#12- Service and prospecting: Take care of your customers and they will take care of you. Follow-up on all leads immediately. Always set up for your next contact on this contact.
#13- Closing the sale (action): Proceed through the sales process – Attention, Interest, Desire, Close. Finish your presentation with the magical question, “Can we do business?” Welcome objections. Don’t be afraid to ask for the money.