Some principles of selling will always be the same, and although the times may change, human nature remains consistent (or, as Dan Ariely puts it, “predictably irrational!”). Regardless, in this current situation sales professionals need to rise to the occasion for their customers more now than ever—to be prepared, informed and respectful of their needs in order to serve them.
With this in mind, would it be surprising to go back to the basics? Although it was written in 1947, Frank Bettger’s How I Raised Myself from Failure to Success in Selling is still timely today. Taking a page from Dale Carnegie’s #1 rule–“The customer comes first”–Bettger outlines an 11-step process for dealing with customers. Although his tactics may be over 70 years old, they still fall in line with what we teach in Selling in 6TM and other timely sales trainings!
It also says something that he writes from the point of view of someone who failed before reassessing and making changes to his situation. So many of us have found ourselves in the same boat and could benefit from taking cues from a sales professional who not only pulled through, but thrived in spite of his inexperience and The Great Depression.
Here is the summary on Amazon:
“A business classic endorsed by Dale Carnegie, How I Raised Myself from Failure to Success in Selling is for anyone whose job it is to sell. Whether you are selling houses or mutual funds, advertisements or ideas—or anything else—this book is for you.
“When Frank Bettger was twenty-nine he was a failed insurance salesman. By the time he was forty he owned a country estate and could have retired. What are the selling secrets that turned Bettger’s life around from defeat to unparalleled success and fame as one of the highest-paid salesmen in America?
“The answer is inside How I Raised Myself from Failure to Success in Selling. Bettger reveals his personal experiences and explains the foolproof principles that he developed and perfected. He shares instructive anecdotes and step-by-step guidelines on how to develop the style, spirit, and presence of a winning salesperson. No matter what you sell, you will be more efficient and profitable—and more valuable to your company—when you apply Bettger’s keen insights on:
• The power of enthusiasm
• How to conquer fear
• The key word for turning a skeptical client into an enthusiastic buyer
• The quickest way to win confidence
• Seven golden rules for closing a sale”