My rating: 5 of 5 stars
I did not expect to give such a title for reviewing a book that had the ” How to ..” in its title. But the book “How I Raised Myself from Failure to Success in Selling” by Frank Bettger truly does justice to the common conversations, which more or less involves selling. Yes, selling is the single most important activity that no one in this world can escape from. Not just as a consumer, but as a salesperson. Everyone in this world has in one way or another sold something. The success of the common person is so much depended on this skill. But the skill is not very common. Proper training is often not given. This involved selling ourselves through resumes and interviews and applications. It also involves selling our idea for a group to agree upon. Selling to give and take respect. Selling to be heard and be given, to be forgiven and to be helped. An unassuming person goes through these activities throughout their life. This is however, not realized in its true sense and sales is often a skill that is looked down upon. Just imagine a world without sales. No. It is beyond imagination. In fact, such a world without sales does not exist.
The things that we sell include idea, material, design, equipment, the self, opinion, religion, customs, belief, medicine and illusions. There may be some categorization of the market such as socialist and capitalist, either way sales happen. Life and sales are so close that they cannot be distinguished from one another. This makes the omnipresence of sales and apparent neglect of which leads to a class of people called salespeople who are looked down upon for no reason of theirs.
Here is the video of a student selling himself at a career fair through rap
This faintly resembles me of the legendary Malayalam movie Daya. Where a slave sells herself to save her Master. If you have attended any salary negotiation workshops, then this becomes more evident.
Now! if you still think that selling stinks that is because you have not read this book. Every single page is a lesson for sales, for life. One among the many things that the book prompts the reader is to read about Benjamin Franklin. The book sells itself in the beginning by quoting Dale Carnegie and the author’s interaction with this legend.
Effective sales happen when
- You are enthusiastic, act enthusiastic, feel enthusiastic
- Track your failures and that will lead to success, when you take corrective actions
- To make a sale you need an order, which needs an interview which does not happen until you make the call
- Speak before groups , get courage and self confidence
- Serve the need of the customer.
- Make appointment, be prepared , focus on a point, ask questions, have a winning attitude.
- Find the hidden objection, by asking “Why?”, see that these objections vanish from prospect.
- Know your business
- Praise competitors
- Get direct witness or testimony.
- Remember names, make friends
- When you are scared admit it
- Immediately after the pitch write what could be improved
- Take care of customers and appreciate their property
- Sell your appointment, sell your interview, then make the sales.
The book then urges one to know more about the magic method of Benjamin Franklin to improve the self.
Frank Bettger’s book is worth multiple re-reads.