How I Raised Myself From Failure to Success in Selling

By Frank Bettger

To receive a grounding in sales, even if it is only one method/viewpoint.

To learn several techniques and mindsets that will allow me to sell myself better to
customers and employees.
To ground mindsets within me. To use techniques to get a job.

Part 1 (Life ideas)

Chapter 1

Frank believed it was important to establish a reputation and identity that he had to
live up to. He wanted this reputation to be one of real enthusiasm.
Enthusiasm can help transform nervous energy into more enthusiasm.

Frank failed, but he looks back at that failure and realized it opened a whole new door
to him.

Frank used the power of acting as if to engender enthusiasm (and excitement, which
transfers to customers!)

Application: Act-as if I have enthusiasm. Remember a poem that makes me feel

enthusiastic.

Start focusing on things I enjoy. Show gratitude.

Chapter 2

Frank kept detailed records that helped him find out what was working and what
wasn't. The records also helped him ensure he was seeing enough people. The
records also allowed him to apply the Pareto principle, and focus on the efforts that
were bringing him most reward.

Frank also talks about the value of keeping busy. We need to be in the game, swinging
the bat, to be getting results.

Application:

Keep notes of all jobs applied for. Keep notes how many responses I get.
Over time, find out which aspects of your work produce the best reward. Focus on
those and drop, delegate or outsource the rest.
Keep busy all the time during work hours. Don't slouch off.

Chapter 3

Frank found a public speaking course very beneficial.

He noticed the most likeable and successful men are able to express themselves
confidently and convincingly.

He also found that getting involved with groups and telling his story was beneficial.

Lose your fear of talking to individuals, no matter how powerful they are.

Application:

Don't sit on the sidelines and watch. Get involved with things.
Perhaps look for a public speaking course (?)
Watch a communication video to learn about body language and vocal skills
Change beliefs to allow myself to go for what I want

Chapter 4

Frank talks about the benefits of organized planning the intensive variety! Know
what you're going to do, why you want to do it, and what you want out of the
situation.

It's important to really think and then do things in the order of their importance. So
take enough time to think and plan.

We have to cut ourselves out to be whatever we want to be.

Frank would have a self-organization day, and would get up early to devote time to
important activities (he'd get up at 6am and devote his time to reading and learning).
He, like Franklin, found most successful men were early risers.

We also have to respect our time. Most successful people are ruthless with their time,
right down to every hour.

Application:

Get up at 6am
Allow more time for planning
Stick to an ideal day plan

Part 2 Sales Lessons

Chapter 5

The secret of sales is to find out want the other person wants (or maybe needs), and
show him how he can get it.

This way, you're not really a nuisance.

Application:

Find out what people want before going to job interviews.

Find out what customers want when advertising and selling my writing

Chapter 6

Always keep educating yourself. If you get one idea that helps you perform better, it's
worth it.

It was this that taught Frank to shoot for the Bulls-eye, to talk about the other person,
to talk about what they want and how you can help them get it.

Dale Carnegie says there's only one way to get people to do something, and that is to
make them want to do it.

When you show a man what he wants, he'll move heaven and earth to try and get it.

Chapter 7

To overcome objections, ask questions which your objectors have to agree to. Keep
on asking questions until the answers add up to just one conclusion a sound
conclusion based on facts.

This is better than acting like you're trying to persuade someone to your line of
thinking. You never have to argue or contradict anybody.

Help the other person recognise what they want, then help them decide how to get it.
Help them crystallize their thinking and aid them in making a decision.

Chapter 8

Value people's time by making appointments.

Be very prepared. Think about your opening, the points you want to cover, your close.

Discover what the key issue/s are. What is the most valuable point or point of interest?

BUT, don't obscure the main issue by making too many points. Often one main point
is enough.

Make keyword notes to make sure you cover what you want to, in a logical order, and
for confidence.

Ask questions. Prepare them in advance so they're ready to go when needed.

Create a bit of an explosion to startle people out of their inertia. But, you HAVE to be
able to back it up with facts. Surprise and suspense also create interest.

Arouse fear. The two biggest motivators are fear of loss and desire for gain.

Create confidence in you:

Be an assistant buyer know more about the subject than the buyer and help
them out. People don't really like being sold to, but they like to buy.
Be sincere about the person, their needs, and helping them.
Don't knock your competitors (you can even praise them).
Find your unique selling proposition, and try to present it as powerfully as
possible.

Express honest appreciation of your buyer's ability.

Assume a close. Go in with a winning attitude and maintain it.

Put the word you or yours in the interview.

See things from the other person's point of view and talk in terms of his wants, needs
and desires.
Chapter 9

It's effective to use questions in your sales interviews, because they keep the buyer in
the buyer's seat while also communicating what you think they should do.

When somebody has an objection, it's great to answer that objection by bouncing it
back to them in the form of a question.

Questions are also a great way of finding out somebody's thoughts, hopes, fears and
objectives.

People also have this confusion in their mind. Their emotions, thoughts, needs and
desires haven't been brought to conscious attention and crystallized. Questions can
help make this a reality.

If nothing else, questions allow you to get to know a person, which then allows you to
form long-term relationships with them.

When asking questions, don't be smug and act like you know everything. Ask
questions to get them to give you the answers. That's much more effective than trying
to get people around to your way of thinking.

Chapter 10

Pick out the most vulnerable point, and focus on that issue alone. Problem is, the
prospect doesn't always realize what his vital need is, or what his deep wants are.

In fact, some people might even have the totally wrong idea of what their key issue is.

Often, just getting someone talking will help you to sell him. Out of four or five
objections, he will pick out one that is most important. Usually when somebody
comes back to a point more than once, that's their real issue.

A man loved trees. He was eventually sold on the fact a house had lots of trees. He
sold me the 18 trees and threw in the house.

Listen until you find out what a person wants, then sell it to them.

You can even let minor objections go if that means saving time, and delivering a more
powerful presentation.
Chapter 11

Often, by asking why and getting a person to talk, they'll realise they were on the
wrong side of the argument and will change their minds. In essence, they sell
themselves.

The power of asking others why and asking ourselves why is profound.

Frank found that in many cases, the raised objection against buying wasn't the real
reason for not buying at all. Remember, a man usually has two reasons for doing
something the one that sounds acceptable, and the real one.

By asking people what they think or feel in addition to the reason they've given, you
encourage them to keep talking and get the real reason out of them.

While this sounds like a trick, it isn't. Frank believes in total honesty, first, last, and all
the time.

Chapter 13

To sell, you need to be a good listener. You need to be genuinely interested in the
other person. Everybody craves genuine interest.

If people aren't listening to you, you can stop as a courtesy. Usually these people have
something else on their minds they'd like to do or talk about. They'll be more
receptive when they get their two cents worth.

Listening to people shows respect. It also allows us to get a feel for where a person's
mind is at.

There's nothing you can say to an individual that is half as interesting to him as the
things he is dying to tell you about himself.

All you need to do to get people to open up is show an interest to hear more.

Chapter 14

To inspire confidence in others, don't ask whether they believe it, ask whether you
believe it. If you do, you'll inspire trust in the other person.

Always tell the truth about your article. Even if you don't sell the first time, you leave a
trail of trust behind.
Want confidence? Deserve confidence!

Chapter 15

You can also attract confidence by being an expert in your field. Know your business,
and keep knowing your business!

People like the man with useful ideas who can help them gain better goods or services
for reasonable sums of money.

See your good's limitations as well as its virtue.

This is the age of the specialist. Charm and good manners are worth a decent amount.
After that, it's all about knowledge.

Speak ill of no man, and speak all the good of them you know.

Chapter 16

Don't misrepresent or lie about your products. Don't lose your self-respect for a sale.
You can never win it back.

Chapter 17

Having other people, especially reputable people with no hand in your success, vouch
for you is very powerful.

Direct testaments are also great ways of getting over objections and don't cause
arguments. People will naturally discount some of what you say because you're
biased.

Chapter 18

Colour-cordinate clothes. Dress respectfully. Get your clothes made of a high quality.

Get your hair cut every week.

Don't wear the same suit two days in succession. Hang your clothes properly and care
for them.
Chapter 19

Convince a man you're his sincere friend. Then, drop a little honey to catch his heart.

Be sincere about your respect for somebody, your belief in them, and how they have
helped you. Build and maintain friendships in sales.

Take an interest in a man's story, his goals, his fears and his ambitions.

Chapter 20

Cultivate a smile and a positive outlook on life. Fake it till you make it.

Breaks seem to go with the man who looks happy and enthusiastic.

Frank recommends smiling at everyone and everything for 30 minutes every day.

Chapter 22

Remember names and faces.

Help other people remember your name if need be and where you met.

Call people by their name.

Chapter 23

Don't over talk. Opt for brevity. Get to the point. Don't get into too much detail.

24

It's ok to be scared. When you are admit it! Many people are haunted by the same
things.

There's no disgrace in admitting you're scared, but there is some in failing to try.

It's actually a compliment admitting you're nervous in someone's presence.

25

The approach is the most difficult aspect of the sale. We need to go about it with
finesse, and not barge in like a bull in a china shop.

Prospects dislike salesman who keep them in suspense about who they are, who they
represent, and what they want. They resent it when salesman cheat, lie, or try to
camouflage themselves. They instead admire the salesman who is natural, sincere,
and honest about who he is and what he wants.

They like salesman who are courteous, and book appointments. If not, they like the
salesman to check if the prospect has time to talk.

There's no point wasting time telling a sales story to a man who hasn't first been sold
the importance of listening to you. Use the first several seconds to sell the interview
before selling the product.

If you're not prepared to quickly tell the person how you can help him, you're not
ready to speak to him.

Sometimes you don't need an approach. Getting to know the customer and bonding
over a hobby or something can be very effective.

Make people feel at home. Make them glad they spoke to you. First impressions can
be very important. Sell yourself first!

This pre-selling can be used effectively to then find out what the customers true
needs are. You can also find out after this pre-selling a little about the customer to use
at a later date.

You should keep a record of the answers to the questions you ask.

Practice your approach talk until it's second nature.

26

Try to get customers to build habits. Working by appointments can be very beneficial.

When speaking to people, you have to pre-sell the appointment with them. Then, even
if the appointment is brief, you can collect information on them.

Sometimes, you may need to see somebody at an awkward time, go to lunch with
them, drive them somewhere, setting the time for an appointment far enough in
advance.

If the person is unwilling to cooperate, forget them.

Getting in by knowing somebody the customer knows is very beneficial.

When using the telephone, it's beneficial to get somebody to call you back, that way
they feel you have something they want, and not that you're hounding them for
something you want.

27

Work with secretaries and switchboard operators. Don't try and con them. By honest
and sincere with them, and make them feel important by giving them the opportunity
to help you.

Try to speak with them by name.

28

A great way to become better at selling and your sales story is to keep practising it in a
deliberate way, until it feels like second nature.

As your talk improves, you get more excited about it.

As you practice, new ideas and insights will come to you. Write these down and work
on them.

You've got to practice the fundamentals well, until they become as subconscious as
blinking.

When you make a talk, write down all of the things you should have said and
shouldn't have said. Write down any ideas you have, too.

29

Never say anything you can prove (show). And never demonstrate anything yourself
when you can get the customer to do it.
30

Never forget a customer; never let a customer forget you.

Always do follow ups.

Congratulate your customer on their decision to buy. You can never be too
enthusiastic when someone has bought something, because it's theirs now!

New customers are a great source of new business because they're excited about
something, and proud. Get the most out of new users. Make sure they're happy with
their purchase and aren't having problems.

This is also a great time to get testimonials.

Follow new leads as soon as possible.

Always report back to the person who gave the lead. If you don't get the sale, often
they'll dig deep to come up with another name.

It's always important to play for position in sales. Think several moves ahead.

31

End your sales talk by appealing for action. Narrow down the action, and think of one
action you want the customer to do.

1. Use closing points at the right time. Most sales go in the form of AIDA. (Suppressed
excitement is best for raising the client's enthusiasm)

2. Summarize briefly.

3. Ask how the client likes it, and then assume a sale. Get a few yes's from the client
first. If possible, get some momentum by filling in details on the application form, so
that the client is unlikely to balk.

4. Embrace honest objections, as they're usually buying signals. Find a way to work
around them for the customer's benefit.

5. Use Why.. and In addition

6. Get some form of compliance from the customer.

7. Get the money straight away. Don't be afraid of the sale.

The time to close can be different regardless of who you talk to. Read the signs.

Don't quit on the first attempt, always assume the sale and make it as easy as possible
for the other person to cross the line.

33

It's ok to fail. No one is perfect all the time, and failure is how we learn. Plus, we never
really know what a failure will lead to. It may lead to a new opportunity, a new
realisation. We never know what success will lead to, either.

Learn to enjoy being in the game, and all the ups and downs it throws at you.

The law of averages usually means if your strategy is sound, you'll get out of slumps
sooner or later.

Lack of effort, not failure, is the real reason you don't get where you want to go.

A good salesman has a sense of indifference as he knows he's putting in the numbers.

People actually love a good loser. But they dislike a quitter.

34

Bettger respects Benjamin Franklin and swears by the Socratic method Franklin uses
in his book. It's Franklin's method that Bettger recommends using to put into practice
the knowledge in this book.