How I Raised Myself From Failure To Success In Selling
“If you were my own brother, I’d say to you what I’m going to say now.”
So starts your delightful entry into Frank Bettger’s classic teaching book of successful sales techniques. How I Raised Myself from Failure to Success in Selling is a must read for anyone who sells anything, anywhere, from offices, showrooms, retail or on the street.
Reading this book is like having a casual conversation with a friendly and warm seasoned pro sitting opposite you in a coffee shop sharing a cup. Bettger is no different than most of us when it comes to selling. We usually come from some other occupation or profession, willingly or suddenly “encouraged” to make a career change.
In Frank’s case he started out as a baseball player and was fired because he lacked enthusiasm, mostly because he was playing ball for just $25 a month in 1907. That’s about about $639 today (2014).
After being fired he joined another team and made a quality decision that forever changed the course his life. He decided to become the most enthusiastic ballplayer around and put everything he had into the game. As a result, his income increased seven fold to $185 in just ten days.
Then he threw his arm out and was fired again.
At 29, Frank the washed-up ballplayer eventually turned to selling insurance as a solution. But he was a dismal failure. He didn’t know didly squat about it.
But he decided to succeed, learning from trial, error and the examples of others far more successful than he. By age 40, Frank was hugely successful, owned a country estate, had a stellar reputation and was one of the highest paid salesmen in America.
How I Raised Myself from Failure to Success in Selling is endorsed by Dale Carnegie and is a must read and study guide for anyone who sells anything, from real estate to mutual funds, advertising, direct sales, product or service telesales, retail, banking to field work door-to-door.
Bettger clearly explains selling principles he developed and perfected. He uses anecdotes and straight talk about how you can develop the style, spirit, and presence of a winning salesperson.
This book is packed with Frank’s experiences and observations which he uses to illustrate and explain sales techniques he developed. There are instructive anecdotes and step-by-step guidelines. Also included are actual scenarios on what to do or say during a sales presentation that can be tailored to deal with all kinds of objections based on individual style and technology.
Remember that in 1907, high technology meant corner pay phones and a pocketful of change, A far cry from today. But no matter what you use, the principles remain the same. Golden.
If you sell, study this book as an investment in your future to increase your earnings and success.
Here’s a list of topics Frank covers:
To be enthusiastic, act enthusiastic
How to conquer fear
The key word to transform a skeptical client into an enthusiastic buyer
The quickest way to win confidence
Seven golden rules for closing a sale
Make the decision to become the best salesperson you can be and you will
Analyze your technique to make course corrections
Keep sales records: numbers never lie and always reveal what you’re not doing
Plan every sales call in advance
How to determine what your customer or prospect wants and help him or her get it.
How to Understand and analyze sale or what went bad
Be prepared before each call
Determine the key issue – the real objection, not the stated one
Outline points to cover to help keep your call presentation on track
How to arouse fear of loss or desire to gain
Create confidence in you
Become an assistant buyer – people don’t like to be sold, they like to buy
Deliver your presentation with drama and enthusiasm to create excitement
Praise your competitors. never knock
Become an expert in the art of listening
People are starved for attention, appreciation and praise. Offer some
Give people what they need and you’ll get what you want
Listen carefully, don’t think only about what you plan to say
Keep your facts straight
Always assume a close
Have a winning attitude
Put YOU in the interview.
See things from the prospect’s point of view
Talk in terms of your prospect’s/customer’s wants, needs and desires
Observe body language and voice tones
Ask questions to overcome objections
Help the prospect recognize what he wants, then help him get it.
Don’t give an impression that you know everything
Use Ben Franklin’s method of influencing people
Use Don’t You Think…Don’t you feel…
How to find the most important reason why a prospect/customer should buy
Determine the key issue
Never argue with given reasons not to buy
Keep agreeing and encourage the prospect to talk
“Why” The most important word in selling
Using the “In addition to that…” method