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Zig Ziglar! Secrets of closing the sale! Applying Creativity In Selling

Secrets of closing the sale


Life is for service. ― Fred Rogers

We’ve covered some typical tactics

that greatly increase the chances of a successful closing.

Now let’s take a look at the successful closing experiences together.

I will present this closing strategy in a narrative style

because stories are often easier

to get into the mind of the reader.

Again, I want to emphasize the importance of using your voice effectively

and applying your creativity to specific sales situations.

I also want to share with you the importance

of ignoring some of your customer objections

and not taking it too seriously when someone says,

“I don’t care about your product!”.

Remember anything you want that’s valuable requires you

to break through short-term pain

in order to gain long-term pleasure. — Tony Robbins



Decide what it is you want, write it down, review it constantly,

and each day do something

that moves you toward those goals. — Jack Canfield

Years ago, when I was in the insurance business,

one of the things that frustrated me the most was after trying

to ask questions to get information

and give a presentation to spark interest.

Using the service where the customer is,

the customer told me that:

– Mr. Ziglar, it’s awkward for me

to make you waste your time like this.

In fact, we also realize

that we have a need for insurance services,

but if we do buy that service,

we have to reconsider.

The classmate of my uncle’s son’s cousin’s best friend

next to my wife’s aunt has a friend,

whose daughter’s husband is in the insurance business (probably true)

not to that extent but they exaggerated it),

so if we had real insurance,

we would have bought it from him.

When life gives you lemons,

make lemonade and sell it to all of those

who get thirsty from complaining. — Napoleon Hill



Clarify your purpose.

What is the why behind everything you do?

When we know this in life

or design it is very empowering

and the path is clear.— Jack Canfield

Of course, the above statement made me “annoyed”

because I tried to meet the demand,

but that customer not only had no intention

of buying my product,

but also meant to mock me.

One day, while thinking about this issue,

an idea suddenly occurred to me,

and I developed it into a strategy to hit “marriage”.

The book How I Raised Myself from Failure to Success in Selling

by Frank Bettger inspired that tactic.

I read the book in 1948 but it took me eight years

to take Frank’s information

and add some creativity to develop this strategy.

A “Certificate of Marriage” designed

by myself printed on a beautiful parchment.

When the customer

I mentioned above expressed concern and said:

– Your idea is interesting,

but I will buy from…

I will look him in the eye and say:

– I believe the seller

The person you just mentioned is a very good person

and the insurance company he represents

is also a legitimate company

because it has been licensed to operate.

[Remember, you should never make negative or hostile comments.]

But sir/madam,

there’s one thing

I can do for you right now that no one else lives in.

In America,

it can be done.

Of course,

everyone immediately thinks of the question:

“What can I do for that client?”.

At that moment,

I went to my briefcase,

took out the Marriage Certificate and said:

– I will “marry” you!

His reaction at the time was very interesting.

– Let me explain this more clearly.

Above the certificate,

it says “Certificate of Marriage”.

It was then issued on January 18, 2003

(or 2004, 2005 or whatever),

governing the relationship between Zig Ziglar

and John and Mary Smith.

With this marriage,

Zig Ziglar pledged to be available at any time

at the request of John and Mary Smith.

[I typed the client’s name

before going to see them].

Zig is committed to fully implementing tax obligations

and social security policies.

And, he can offer helpful advice on their insurance needs.

John and Mary Smith jointly pledge

to give Zig Ziglar the right to serve.

John and Mary Smith can revoke this certificate for any reason,

but Zig Ziglar cannot.

I looked at him and continued,

“All the necessary things are in this certificate

and your signature will confirm its validity.”

Of course,

any client would look at his wife,

smile widely,

and say,

“Honey, what do you think about this?

This guy wants to ‘marry’ the two of us,

should we ‘marry’ him?”.

The wife laughed and said,

“Oh, I didn’t know! It’s up to you!”

Usually, one of the two will say,

“This guy looks good too!

Why do we refuse?”

And the husband asked over

and over again:

– Mr. Zig, is this legal?

I mean, doesn’t it violate monogamy?

You don’t mean to trouble us, do you?

I laugh out loud:

– No, I have talked to the governor,

the secretary of state,

the government adviser about insurance matters,

and I even asked my brother-in-law

to explain this to me clearly.

They all said it was completely legal.

Please rest assured.

The man smiled and said:

– Then I agree. Interestingly,

when the client signed that Marriage Certificate,

they didn’t notice that

I didn’t leave a single space to sign my name.

That Marriage Certificate helped me do two things.

First of all,

I’m using an experimental tactic.

Once they were convinced

by the first idea

(signing the Marriage Certificate),

it was much easier to implement the second idea.

That’s when I said to that client,

“I’m not only providing this service to you today,

but I’m committed to serving your future as well.

I will become “a part of your life”,

be your guarantor of safety.”

Move out of your comfort zone.

You can only grow if you are willing

to feel awkward and uncomfortable

when you try something new. — Brian Tracy



Change is inevitable in life.

You can either resist it

and potentially get run over by it,

or you can choose to cooperate with it,

adapt to it,

and learn how to benefit from it.

When you embrace change you will begin

to see it as an opportunity for growth. — Jack Canfield

I believe you will often ask the question

“How should I apply this “marriage certificate” tactic

to suit my particular situation?”.

This is also what I emphasized at the beginning of this book!

Jerry Parker is one of the most interesting sales people

I have ever spoken to

Jerry is the official representative for Extracorporeal Corporation

they are now a division of Johnson & Johnson.

Incidentally, the English word extracorporeal means:

“outside the body”.

Jerry has been working with Chief Nurse Loretta Davis

of Los Robles Hospital in Thousand Oaks,

California for over a year

to market Extracorporeal products and services.

Ms. Davis always responded

that the price of the product he provided was too high

while the service of the company was too bad.

To help you better understand the significance of this deal,

I would like to say

that the product his company offers are hemodialysis systems.

The patient has to undergo dialysis 13 times a month,

and an average of 156 such filters per year per patient.

If this number is multiplied by 40 patients,

the hospital will need 6,240 tubes and tubes each year.

This is really in great demand!

During that one year period,

Jerry accomplished two very important things.

First, he built a close

and trusting relationship with Mrs. Davis.

Second, every day he listens to tapes about

how to sell to practice this skill.

Jerry is a salesman who knows how

to flexibly use tactics to close the deal successfully.

One day,

when Mrs. Davis asked Jerry a somewhat mocking question:

– Why do I have to buy this service from you

when the price you offer is too high

and the service is so bad?

Jerry immediately applied

The term “marriage certificate”:

Because I can “marry” her.

Hearing that, Mrs. Davis laughed loudly:

– Oh my, what will my husband Willie say about this?

Jerry quickly replied:

– Please don’t misunderstand.

This is what I want to say.

As he spoke,

he saw a piece of paper lying nearby.

He walked over to it,

picked it up

and quickly wrote “Marriage Certificate” in the upper corner of the paper.

Jerry wrote and explained the necessity

of this “marriage” contract.

– When she buys our services,

she also “buys” my working time,

as a result,

I will always be “attached” to this deal.

I will carefully consider it

so that you always receive the best service possible.

I will be the personal representative

between my company and your hospital.

Of course, the cost does add up a bit,

but it can’t be as costly as having

to compensate the patient if something unfortunate happens.

Her hospital not only owns the best products on the market,

but also has priority attention

and care should any problem occur.

This is extremely important for the hospital

because it is directly related to the patient’s health.

Isn’t that your primary concern, Mrs. Davis?

She admitted this.

After he finished writing,

Jerry handed the certificate to Mrs. Davis and said:

– The only thing that can make this certificate valid is your signature.

Please sign here.

Mrs. Davis thought for a moment and realized

that this was the right thing to do.

Through his enthusiasm

and strong belief that his product is the best,

Jerry made Mrs. Davis believe in the validity

of his commitment.

Jerry has aroused the right motivation of the customer,

which is the care of the patient.

Mrs. Davis signed the “Certificate of Marriage”

and a few minutes later she signed the formal order.

There are no limits on

what you can achieve with your life,

except the limits you accept in your mind. — Brian Tracy



Do not wait.

The time will never be just right.

Start where you stand,

and work whatever tools you may have at your command

and better tools will be found as you go along. — Napoleon Hill

One of the most surprising examples of using creativity is

the case of Paul Jeffers at the Sacramento company in California.

In 1982, Paul gave 86 speeches,

and sold $9.8 million in life insurance across 70 deals

with a peak premium of over $250,000.

Paul is an extremely talented man:

he believes that the failure

to hit the target is not the fault of the target,

and that the failure of the sale is not the fault of the customer.

On February 8, 1975, after an accident,

Paul Jeffers unfortunately lost his hearing,

but he remains optimistic that

this will be his advantage

over other salespeople

because he will never

Now I hear the word “no” from my client.

After the accident,

Paul had to learn to “read” other people’s words

through the movement of their lips.

Before he could confidently communicate with people,

he had to make an important meeting with two clients.

In Paul’s words,

the story goes like this:

“That day I went to the client’s office.

When a client answers my question, oh my god,

I have no idea what they’re talking about.

I had to tell them:

Sir, I can’t keep up with what you’re saying.

Then I took out the pad and said:

– Please write your questions here,

so it will be easier for me to answer.

So do you mind, sir?

Those two guests happily wrote down all the necessary questions

and gave them back to me.

I looked at the paper and was surprised to see nothing on it.

Again I said:

“I really can’t keep up with your words,

and I can’t read what you write.

In your opinion,

I should say goodbye and not bother you anymore,

or I will make a presentation

as I usually do,

because I have prepared everything necessary here.

Allow me to actively voice my opinion on all the obstacles I can think of.

You just need to nod if you agree

and shake your head if you disagree with my statement.

Would that cause any problems for you?

Both guests agreed.

My friend, I made that presentation smooth and best so far.

I have mentioned possible obstacles

and provided any necessary solutions.

Before concluding,

I also add:

– Is there anything in this insurance policy that makes you unhappy?

Is there anything stopping us

from starting this contract now, sir?

They shook their heads

and I continued:

– Can you sign the check for Standard Insurance Company in advance?

And, they signed a check and gave it to me.

At that time, most of the insurance salesmen agreed

to carry out the insurance policy

without any customer must sign the check immediately.

But I am the opposite.

I get a client’s check

before they fill out an insurance policy.

Now I have to do?

How should I deal with this check?

Is there anything my manager can do for me?

An idea suddenly flashed.

I say:

– I will

give you Part One of the insurance policy.

Please fill in the blanks, remember

to write your name in capital letters.

I will also give you a blank Part One

form for you to sign.

Then I will transfer the information

from another copy to the one you just signed.

We will take you to a doctor

to check the legality of this form.

Is that satisfactory, sir?

Both of them nodded in agreement.

Paul concludes:

“This is probably a one-of-a-kind discussion

and I bet you’ll never run into a business like it!”

It is often said that you can drop a sales professional “parachute”

into a completely foreign land

where he knows no one and by sunset,

he is sure to have sold already.

I totally agree with this,

especially if the salesperson has the creativity,


faith to succeed,

and love for people like Paul Jeffers.

The story of Paul Jeffers is just to emphasize

that “disabled people” will only be “disabled” people

if you consider them to be.

The success story of this man has always inspired me

with this exciting sales job.

Willpower and desire, when properly combined,

make an irresistible pair. — Napoleon Hill



Learn from the experts;

you will not live long enough

to figure it all out by yourself. — Brian Tracy

There are also many people

who buy for very “weird” reasons.

Many years ago,

Judge Ziglar,

my brother,

and I worked as agents

for a life insurance company.

We were involved in that company

from the very beginning

but after a while suddenly the business of the company stalled

for about three months.

Unable to accept that situation,

we decided to change by investing in some equipment

for printing

and calculating projects.

One of the things we really needed at the time was a calculator.

At that time,

there were only three companies

that made electronic computers,

Monroe, Friden,

and Marchant,

and all three were not computer companies.

We rejected Marchant because of the “uncouth” talk of their salesman.

In the end, we chose Friden just

because their keyboard “click” sounds more “like”.

That’s also why you need to be sensitive

to a few “little” things about your customers

and their needs if you want

to improve your closing rates.

The only impossible journey

is the one you never begin. — Tony Robbins



Definiteness of purpose with positive mental attitude

is the starting point of all worthwhile achievement. — Napoleon Hill

I have been in direct sales for 18 years.

During that time, I have developed a variety

of closings from “special occasions”.

Sellers of vacuum cleaners,

alarm systems,

kitchen appliances, etc. may face many times

with situations similar to the ones I will describe below.

This tactic is designed primarily for direct sales.

And when you see how effectively the young owner of a furniture store puts

his creativity into his business,

you’ll see why

I included this tactic in the “ability” section creativity”.

When I was in the kitchenware business,

one night I gave a product demonstration

to a group of families

and made an appointment

with them privately the next day.

However, oftentimes,

it’s only my wife who stays at home to talk to me.

Usually, women always assure me

that they can decide to buy or not to buy.

But when I had just finished my presentation,

the ladies wanted to end the talk

by asking permission to think more,

because she now has the information she needs

for her husband

to make the following decision together.

In most cases,

this means the deal has failed.

However, if I realized it was indeed a good reason,

I would say,

“It’s okay, ma’am.

Since her husband only got home at 6 o’clock

(I’ve been looking at his schedule carefully since last night),

it should be around 7 o’clock or 8 o’clock,

will I be back, ma’am?”

This way,

I would quickly know

if she was really interested in the sale

or if she was just trying to turn me down.

If she keeps coming up with an excuse:

“Oh, you know,

we’ve been married for over 20 years

and I know how to convince him,”

that’s definitely going to be a big deal failed service.

As a sales person, you certainly understand that:

understanding a product/service thoroughly

to be able to make an informed decision is completely different from

knowing it enough to sell it.

The wife understands very well the value of

that set of pots and pans

and can make a purchase decision,

but she has no way of convincing her husband

to agree to buy it.

When a wife delays letting her husband see me,

I will say:

– Allow me to ask you a question.

What time does your husband usually come home from the market?

– What do you mean?

– I guess he is the one who buys food for the family.

– You guessed wrong!

– Oh, so who did it?

– It’s me!
– Do you always do that job?

– Of course it is!

– Prices are very expensive now, aren’t they, ma’am?

– Of course.

I guess you have to spend 20 to 25 dollars a week?

Surely she would say:

– Only 20 or 25 dollars/week?

It must be 120 or 125 dollars!

– Oh, so expensive?

– You’ve never been to the market, have you?

– Allow me to ask you this question,

do you think it would be more reasonable

to spend 50 dollars a week?

– Maybe so.

– Suppose she spends 50 dollars a week on food

(write this on a piece of paper),

if you spend one year,

it will cost you $2,600 to buy food for your family.

As far as I know,

they have been married for twenty years,

so during their time together,

her husband entrusted her with $52,000 to buy food every day.

Ma’am, I don’t mean anything malicious

but I bet you can’t show me over $100 worth

of food right now in total.

That’s $52,000, isn’t it, ma’am?

We both laughed and she said:

– Why should I do that? I continued:

– Her husband entrusted her with $52,000 to buy food.

Why don’t you think he’ll trust you

to invest more than $400 so you can cook valuable foods?

$52,000 in the best and most economical way?

The way you give your name to others is a measure

of how much you like and respect yourself. — Brian Tracy



Don’t waste your life believing you can’t. — Jack Canfield

If she still doesn’t want to buy my product,

I’ll add this:

– Madam, my grandfather often told his friends

that one of the reasons

why he married you was

because he believed in your wise decisions,

especially in choosing him.

Then I was silent,

smiled and looked her in the eyes and said:

– Now you know that

if your husband believes you have chosen to marry him,

then he will also trust you

to spend a few hundred dollars buying a set of pots

and pans to cook him the best food.

I have sold a lot of pots and pans

thanks to this particular situation.

Please don’t misunderstand!

I personally do not believe

that any salesperson can sell to every customer he meets.

However, I fully believe that with a little creativity,

we can all increase our odds of successfully closing deals dramatically.

I also know that the most painful experience a salesperson has

is to miss a sale

when he is so sure he can make it.

Not only will this affect his current income,

but it will also make it difficult for him

to confidently provide

that client with any more services.

My goal is just to give my clients the opportunity

to help them make the best decisions.

Also related to this issue,

people often ask me this:

“How long does it usually take you

to convince customers to agree to buy?”.

There really is no set rule

or answer to this question.

It depends on what you “feel”

and draw from your own experiences.

My gut tells me that

I should convince customers

as long as they show an interest in my product

or until they say it outright that they’re not buying.

Your biggest opportunity probably lies under your own feet,

in your current job, industry, education,

experience or interests. — Brian Tracy



There is only one person responsible for the quality of life you live

and that person is you. — Jack Canfield

Randy Cooper, owner of a Cooper furniture store in Enid, Oklahoma,

is a very interesting person.

He never believes in recessions

and has also successfully applied

the “special occasion” tactic in some of his deals.

In December 1982,

a lady

and her daughter went to Cooper’s to find a rollaway bed

that her husband was going to buy her for Christmas.

She quickly found the perfect bed for $449.

She promised Randy that she would return

to the store after talking more with her husband about it.

Luckily, before meeting that lady,

Randy had heard about the “special occasion” tactic

and here’s how he applied it:

– Ma’am, I am a single father

and I am responsible for taking care of my two children three days a week.

That costs about $100/week.

– I also spend that much to buy food for my family.

– $100/week equals $5,200/year (and accent)

and I’m guessing you’ve never talked about this

with your husband, is that true?

Without me saying another word,

the lady looked up proudly at her daughter and said:

– I take that bed now!

Randy started his business without any sales training

and according to our initial impressions,

he was delighted and surprised

to see how my tactics worked effective.

Approach each customer

with the idea of helping him

or her solve a problem

or achieve a goal,

not of selling a product

or service. — Brian Tracy



One of the most valuable things any person can learn

is the art of using the knowledge

and experience of others. — Napoleon Hill

Sometimes, there are customers

that you can’t convince them to make a decision soon,

or in other words,

you still have to continue working with them

even if you no longer feel interested in the deal.

I will never forget a company

I tried to negotiate to provide an $18,000 sales training course.

The company’s management decided to buy the program,

but it seems they want to delay.

They discussed the table over

and over and over again also said that:

– We’ll let you know soon.

– Could you tell me when that is, sir?

The company representative replied to me:

– It could be 30, 60, or 90 days later.

– That training program is really useful for the company!

– Of course we want to implement that course!

– Are you sure your company will organize this course?

– Sure!

– That means you are still considering it now,

then will you go ahead and start this training program?

– We think so too!

I looked at them, smiled and said:

– Yes, gentlemen (there were four people present at the meeting),

allow me to say this.

I’m really excited to work with you guys

because I know you’re also very passionate about this project.

When you say that the training program will be launched

as soon as you have carefully considered it,

I understand that you are serious,

so here is my business card.

As you can see, my business card is circular,

with my name, address,

and contact phone number printed on it.

The other side of the card has the word “teaching” printed on it.

That circle means that my teaching method is

for people to sit in a circle

and have informal conversations.

Precisely because our training program will be conducted

after your careful consideration,

I want to be the first to congratulate you for our upcoming cooperation.

Maybe you think I’m joking.

You think I want this customer

to make a decision to buy the product,

so I deliberately put them in a situation

where there is no reason to refuse?

Hope you don’t misunderstand!

I don’t go to clients just to ask them,

“Is it possible that

as soon as your colleagues consider this training program,

you will probably start the course right away?

I have provided my clients

with all the information they need,

created the best conditions for the success of the deal,

and made every effort to meet their needs.

Above all, my previous work can completely build trust

and confidence in customers.

All of this should have been enough

to motivate them to do this course right away.

It is literally true that you can succeed best

and quickest by helping others to succeed. — Napoleon Hill



Gratitude is the single most important ingredient

to living a successful and fulfilled life. — Jack Canfield

The sales motto is that you must act immediately.

I will say this over and over again.

When the customer says “yes”,

you will have a successful sale,

but you will not necessarily fail if the customer says “no”.

But if they say “probably,”

they will not only not work with you,

but in their mind you are nothing,

especially in direct sales.

The reason why?

If a serious customer says

“I would consider buying your product,”

you are blindly expecting

that he will buy at some opportune time.

Obviously, if you work in a field

where back-to-back contact with customers is a must

(e.g. informing doctors of the details of a new drug or offering

to supply a line of new to a mall

that’s been using a line for years now…),

and you promise to see them on your next visit,

you should keep your promise.

Like all other tactics,

the “circle business card” strategy must also meet the needs

of the customer at the right time.

This is absolutely true

because sometimes you use jokes to make them decide

to buy when serious persuasion doesn’t work.

Again, you need to understand the customer

and their situation,

show your understanding,

and as the famous Australian saying:

Find your own way.

Education comes from within;

you get it by struggle

and effort and thought. — Napoleon Hill



Anybody can wish for riches,

and most people do,

but only a few know that a definite plan,

plus a burning desire for wealth,

are the only dependable means of accumulating wealth.— Napoleon Hill

Before building a career in sales

and developing forms of management,

Larry Wilson was one of America’s top insurance salespeople.

He has developed and successfully applied

the strategy of hitting the “challenges”.

In his sales,

Larry often carries a marble,

a baseball or a volleyball.

When Larry was about to close the deal,

if the customer was hesitant,

especially about financial matters,

he would pull out a marble

and ask the customer

to put the marble in his pocket.

Then Larry would say:

“Sir, that marble is so small and it’s so light

that you probably don’t even feel it’s in your pocket.”

So just a few days later,

you will forget about it.

Next, Larry took out a baseball and said:

– Sir, will you try to put this ball in your pocket now?

Wherever he went,

he could feel its existence in every step he took.

Then Larry took a volleyball out of his suitcase,

inflated it, and said:

– Now there’s no way you can carry this ball in your pocket!

The same applies to life insurance.

At your age,

if you buy insurance right away,

insurance premiums will be as “light”

as if he were to carry a marble.

Since that amount was insignificant,

he would soon forget the premium.

If you wait a few more years,

your premiums will be more,

like that baseball.

Of course, he could afford it,

but he always considered it a substantial sum.

And if he waited any longer,

he would feel as heavy

as carrying this volleyball.

He couldn’t put it in his pocket.

So, sir, would you like to bring a marble,

a baseball or a volleyball?

You must have chosen the answer already.

I just want to bring out the best for you and your family.

Sometimes the customer will respond with:

Oh, why didn’t I think of that!

At that time, Larry will say:

– In this way,

the price of the marble is just…

and you can pay it annually,

quarterly or monthly.

Which way is more convenient?

Well, Larry has sold a lot of insurance policies this way.

Always concentrate on the most valuable use of your time.

This is what separates the winners from the losers.

Self-esteem is the reputation you have with yourself. — Brian Tracy



The world breaks everyone, and afterward,

some are strong at the broken places.

If you cannot do great things,

do small things in a great way.

Great achievement is usually born of great sacrifice,

and is never the result of selfishness. — Napoleon Hill

When I was in the insurance business,

one of the things that often annoyed me was that sometimes,

I couldn’t identify what was causing a client’s hesitation.

I will never forget a customer in need of life insurance

that I went to see one evening.

He has the financial conditions to pay for that need

and he is also a person

who cares about the health of his family members.

However, I was not able to push the deal

because he gave a lot of reasons

with little or no basis.

And my career hunch told me

that if I hadn’t used my creativity

to “identify” the real obstacle,

the deal would have failed.

After thinking for a moment,

I slowly said to my client:

“Sir, I don’t know why you are still hesitating.

He has determined that

he has a need for insurance

and is also financially able to pay

for such an insurance policy.

In addition, the love he has

for his family members is undeniable.

In my opinion,

the only reason is probably

because I gave you the wrong product.

I think we should talk about the “29-day” contract

instead of the one you and I just discussed.

At that moment,

I reached for my notebook and said:

– I would like to summarize the details

of the “29-day” contract as follows.

First of all,

it still has the full coverage you claim.

In addition,

the retirement benefits of this type of policy are the same

as those of a regular policy,

and since you have emphasized that

premiums must be kept to a minimum,

I think it suits you very well.

In addition,

this “29-day” policy allows him

to avoid recurring premiums

and can receive double compensation in the event

he becomes incapacitated

or unfortunately dies.

And in the “29 day” policy,

the premium is only 50% of the standard policy.

Will this type of contract meet your requirements, sir?

The customer looked at me

and said with some surprise:

Oh, of course it’s more appropriate.

But why do you call this a “29-day” contract?

– Sir, according to that contract,

you will enjoy insurance benefits during 29 days of a month.

And since it’s April

and there are only 30 days in this month,

he will receive benefits on all days of the month,

except for one day,

and he has the right to choose this day.

If you like, it could be Saturday or Sunday.

Then I paused for a moment and continued:

– However, I don’t think it’s a wise choice

because on these weekends

he is usually at home and according to statistics,

his own home is the most dangerous place.

When it comes to this “29-day” contract,

I am extremely confused

because it is not absolute.

Surely there will not be an insurance beneficiary in this world

who would accept to sign

such a “29-day” insurance policy.

I see more and more that

we shouldn’t talk more about this kind of contract,

because I know you will have

to think a lot about an uninsured day of the month.

I understand that he cannot “leave” the future of his family

to a day he himself cannot foresee.

Is that really what you’re thinking, sir?

Perhaps you are considering the contract you

and I discussed at the beginning.

Sir, with that policy you will be covered 24 hours/day,

7 days/week no matter where you are

or what you are doing.

That’s the kind of insurance you want

to bring to your family, isn’t it?

Once again I want to emphasize

that if you want to be a professional sales person,

you need to read,


listen to educational

and motivational tapes every day.

You should also attend intensive training classes

and presentations by experts.

Next, you must transform

and apply principles

and ideas to suit your own situation.

It’s a way to stay inspired,

stay informed,

and keep up with new things.

Remember: we all get what we tolerate.

So stop tolerating excuses within yourself,

limiting beliefs of the past,

or half-assed or fearful states. — Tony Robbins



See things the way they are not worse than they are.— Tony Robbins

There is nothing more boring in sales than hearing over and over

that we need to understand our customer’s primary concern

and then demonstrate to the customer

that our product will meet the needs of the customer.

their needs and concerns.

During World War II,

or according to the historical story below,

a type of insurance for American soldiers was born.

Simply put, with this form of insurance,

a soldier only pays a premium of 6 or 7 dollars/month

so that his relatives can enjoy the insurance amount of 10,000 dollars,

if he dies in battle.

It’s well-deserved compensation,

but like any commodity,

it is “sold”.

A young lieutenant contacted headquarters

to explain this policy in detail,

and to hand out the necessary paperwork to any soldier

who wanted to purchase this insurance.

But, no one bought his insurance.

Then an old sergeant asked the young lieutenant

to give him a “representation” of the policy.

The young lieutenant reluctantly agreed

but thought that if he couldn’t do it,

the old sergeant wouldn’t either.

Whatever happens,

take responsibility. — Tony Robbins



Personal development is your springboard

to personal excellence.

Ongoing, continuous,

non-stop personal development literally assures you

that there is no limit to what you can accomplish. — Brian Tracy

The sergeant briefly explained:

– Dear friends,

I understand that insurance plan as follows.

You are about to be deployed to a war abroad.

If you buy insurance

and die in battle,

the government will send your family $10,000,

that’s a lot of money!

If you don’t buy insurance and you die,

the government will not support your family at all.

My question is:

Who do you think the government will send to the front lines first?

Those who were worth $10,000

when they died

or those whose death wasn’t worth a cent?

So all those guys bought insurance.

Really, I doubt the veracity of this story.

In fact, however,

it illustrates the above point perfectly.

The bottom line here is this:

“no matter what kind of product you are offering,

make it simple

and straightforward to help customers understand

that it is better to buy it than not to buy it.”

Commit yourself to lifelong learning.

The most valuable asset you’ll ever have is your mind

and what you put into it. — Brian Tracy



Everything valuable takes time,

there are no overnight successes. — Jack Canfield

In 1952, although I lived in Florence, South Carolina,

I was working in Wilmington,

North Carolina.

Late one Saturday evening,

as I was driving “flying” on my way back

to Florence, a highway patrol officer stopped my car

and showed me a ticket.

Because we knew the same friend,

he allowed me to go without paying the fine immediately,

on the condition that I stopped in Whiteville,

North Carolina on Monday to pay the fine.

I still vividly remember the fine of $30.

In 1952 that was a substantial amount.

Monday morning,

I went to the court to pay the fine.

As I handed the fine to a young woman at the cashier,

a thought occurred to me.

If I take advantage of the opportunity I have,

I will make up for the money I lost.

Since I have nothing to lose by doing this, I say:

– I was wondering if you don’t mind,

can I ask you a few questions, ma’am?

The girl smiled brightly and replied:

– No problem, sir!

“I’m guessing you’re still single,

and since you’re working,

you’re probably saving some of your income,

aren’t you, ma’am?”

– Of course!

– Suppose she saw something beautiful

and she would definitely need it later,

would she save an extra 25 cents a day to buy it?

– Maybe.
– Oh, so if there’s something in my car that really stands out,

it’s really pretty and you don’t just need it,

you’ll use it for the rest of your life,

would you mind taking five minutes to look at it?

what is it?

– IM very pleasant.

– Please wait for me for a moment.

I quickly got back to the car and brought the kitchenware

that was used as a sample

and went back inside the headquarters.

I did a brief but enthusiastic introduction to the product,

and I also asked the necessary questions.

After listening,

the young girl turned to a married woman

who was about ten years older than her and asked,

“If you were me, what would you do?”

Before the woman could answer,

I “interrupted” and said:

– Sorry to interrupt you,

but allow me to ask you a question:

Above all, you are the one

who understands the family expenses

because you are married.

But if before getting married,

you had the opportunity

to buy a beautiful pot and pot like this girl has,

would you buy it?

Without hesitation,

the other woman immediately said:

– I’ll buy it now.

I turned to the young girl and said:

“Isn’t that what you wanted, ma’am?”

The young girl smiled and said:

– I will sign the order now.

A positive mental attitude is the right mental attitude. — Napoleon Hill



To achieve your dreams,

work is required.

Suffering is optional. — Jack Canfield

When I finished writing the order,

I went back and asked the married woman:


Ten years ago you didn’t have the opportunity

to buy such a beautiful set of pots and pans,

that doesn’t mean you will refuse to own this set of pots

and pans later on, is that right, ma’am?

– Of course I don’t refuse.

– I think you also like a set of pots and pans like this?

– You’re right!

I made the second sale because:

(a) I recognized another opportunity coming my way and,

(b) I invited them to buy.

I believe that a lot of sales are lost not

because of “poor” approaches

but because the salesperson did not use any sales techniques.

Know how to ask customers to buy.

Through this story,

I want to say that if you are passionate about sales,

take advantage of every sales opportunity in front of you.

We always have a choice. — Tony Robbins



The Law of Attraction states that whatever you focus on,

think about, read about,

and talk about intensely,

you’re going to attract more of into your life. — Jack Canfield

The more competitive your business is,

the more you need to develop and use your creativity.

In short, as a salesperson,

you need to be aware of the needs of your customers

and use the best possible tactics to meet those needs.

We once stopped at the Tiller Café

and gas station in the small town of Chillicothe, Texas.

Even though that gas station only sold gas as usual,

we still received another interesting little service.

When my wife and I dropped in,

the salesman asked for my car’s license number.

Because I can’t remember exactly,

I had to go to the car to get the registration card

and read the number to her.

She wrote the license number on a white note

and stuck it on the back of my credit card.

While doing that,

she explained that doing so would make it easier for me

to remember my vehicle’s registration number.

It was really fun!

Then she pulled out a cardboard with a sheet of paper on it,

and then explained to me

that she wanted to list the license numbers

of all the local customers’ cars.

That way,

when they come to buy gas,

especially on bad weather days,

they won’t have to go back to their car

to get their car registration certificate.

Doing the above isn’t such a big deal,

but it’s one of those “little things”

that keep customers coming back

to that gas station again and again.

That’s how a career in sales is built,

and it’s the secret of kind, thoughtful,

and ambitious salespeople.

The persistent man

with a poor plan stands a better chance of winning

than the man with a perfect plan

who hesitates and waivers in carrying it out. — Napoleon Hill



Success isn’t magic or hocus-pocus

it’s simply learning how to focus. — Jack Canfield

One of the most creative closings

I’ve seen was done by Hal Krause,

founder of American Salesmaster and later Crestcom.

While in college,

he used that method to sell pots,



crystal, and cutlery to single girls.

After completing the introductory activities,

he always smiled at the customer and said:

The story I am about to tell is not half a lie.

I am the only man to share this story with you.

You, and no one else,

will see that all I am saying is the truth.

If you didn’t buy my china,

you would spend all your money on chocolates,



fancy clothes and art exhibitions.

And then, when you look back,

you see that carbonated drinks

or cigarettes are all “smooth”,

the bank also

Notice that you have run out of money.

Worse, you find yourself unable

to cook with flimsy iron pans.

Maybe someone will say,

“Oh, what can I do but buy another pan from you?”.

And they did.

And I have good news for you.

You have the same chance as them!

Pick up your pen and fill out this order!

When it comes to sales,

the combination of creativity, humor,

and hard-working attitude will bring about amazing results.

Ira Hayes, while working for the N.C.R. (National Cash Register),

has given lectures throughout the United States.

Of course, many opponents were also present at his lectures.

This does not affect Ira or N.C.R.

because they believe that once you are a professional salesman,

you will never give up a piece of the market share.

On the contrary,

the size of the pie increases,

and you (in this case Ira and N.C.R.) capture more

and more market share.

Ira says that he sometimes has trouble applying sales tactics,

but he is not worried about his ideas being known to competitors.

And Ira – who has always been known

as “America’s Enthusiastic Ambassador”

believes in the free use of ideas.

He has hundreds of miniature photographs of himself,

and when he sends a letter

or gives someone a business card,

he always attaches such a photo

to a business card or letter.

This worked very well:

people always recognized him wherever he was.

Perhaps the most creative business card

I’ve ever seen is from Gerhard Gschwandtner,

publisher of the book Personal Selling Power.

Here is his business card

along with what he often says about his business cards:

Why do I put the names of famous leaders on my business cards?

There are three reasons:

First of all, this is a very interesting way to start a story.

Second, it’s a reminder

that good sales relationships will help you rise to the top.

Third, each leader on this card represents a personality

that can help you achieve success.

Take a look at those names to see how they relate to successful sales:

A top salesperson needs to be as tough as the Russian president,

as persuasive as the American president,

as diplomatic as the French president,

as honest as the pope,

as organized as the German chancellor,

and as confident as the Queen of England.

Where focus goes,

energy flows.

And if you don’t take the time

to focus on what matters,

then you’re living a life of someone else’s design. — Tony Robbins



Success comes when you do what you love to do,

and commit to being the best in your field. — Brian Tracy

Sales coach Howard Bonnell,

former director of training management of the World Encyclopedia project,

now a consultant and sales trainer

for many different companies shared with me This idea.

One day, as Howard was doing the final part

of a presentation for a World Book sales representative,

the customer said:

– Mr. Bonnel, I want to tell you something.

I really want to buy these books too,

we need them

and my kids will definitely learn a lot from them.

Fifteen years ago, however,

when my wife and I first got married,

I made a “solid” statement that I would never buy anything

but our house on credit.

I have kept my word for the past fifteen years.

I’m sure all of us have met such customers

who always pay for everything in cash.

Even in the case that they only have

to borrow 50 cents to travel around the world,

they still decide to stay at home.

In this case,

the customer was not to the point of “smooth”

but his pride seemed to have been shaken.

Howard Bonnell had no intention of making

that client change his mind

because he knew it was impossible.

The more you try,

the more Howard will fail

because this is a fairly conservative person.

When you begin to think and grow rich,

you will observe that riches begin with a state of mind,

with definiteness of purpose,

with little or no hard work. — Napoleon Hill



Everything you think, say,

and do needs to become intentional

and aligned with your purpose, your values,

and your goals.— Jack Canfield

What Howard had to do was get the client

to let go of his rigid thinking

and make a new decision.

He looked at the customer and said:

– Sir, allow me to ask you a question.

If I could give you a way to get your book,

World Book now without paying cash, are you interested?

The man asked:

– Would you say try it?

– This is very simple, sir!

Then Howard turned to the client’s wife and said:

“Madam, as far as I understand,

you don’t promise anything like your husband, do you, ma’am?”

– No, I don’t promise anything.

Then Howard turned to the husband again:

– Sir, is it okay if I talk to your wife about the problem

that you are worried about?

– You can discuss anything with my wife.

In fact, the customer was delighted

to be freed from his rigid thinking.

It was important that Howard kept him from losing face.

The man realized he needed to buy the encyclopedia

but if Howard wasn’t “wise” enough to save his face

and make him feel comfortable making purchasing decisions,

he would surely don’t buy them.

Most sales processes are simply figuring out how

to get customers to buy your product.

Howard cleverly recognized the client’s obstacle

as a matter of emotion and irrationality.

To make this sale,

Howard had to influence his emotions.

Logically, it makes no difference

whether this guest or his wife signs the contract.


this customer bought with a good mood,

because his wife was the one to sign the contract.

Note that this man buys for the sake of the children

and that it is his wife who does this,

not himself.

There are many strategies involved in using creativity.

Show your customers the emotional

and logical benefits of your product

and find a way to get them to make a decision.

I want to emphasize one thing,

rarely does a phone call or customer meeting go

as smoothly or as accurately as planned.

However, if you are guided in advance

and prepared for information and knowledge,

your creativity will be maximized.

You will make more sales,

your sales career will grow faster

and be more successful.

Your ability to discipline yourself to set clear goals,

and then to work toward them every day,

will do more to guarantee your success

than any other single factor. — Brian Tracy



The meeting of preparation

with opportunity generates the offspring we call luck. — Tony Robbins

One of the most creative,

dedicated and time-efficient sales professionals

The best fruit I’ve ever known is Hal Krause.

When he founded American Salesmasters,

Hal had two main goals.

Hal’s first goal is to make the company the best

and largest sales training organization in the world.

Hal not only achieved this goal,

but American Sales masters was also awarded the prestigious President’s E. Award,

an award given to some of the top exporting companies.

In addition, I would also like to emphasize

what I said in chapter 12 about sales and freelance businesses.

While in college,

Hal sold household items such as beds

and wardrobes for single girls

and raised a considerable amount of money.

He used this capital to build a successful business

based on some of the principles

that have made America great today.

He truly is the embodiment of American aspirations.

Hal’s second goal is to sell the company he founded and to “retire”

before the age of forty.

He accomplished this goal three weeks before his fortieth birthday.

Hal later worked as a member of the Republican National Committee

for Republicans in Colorado,

covering business interests,

and giving financial presentations around the world.

Thanks to her hard work, creativity,

and effective time management,

Hal has achieved great success.

The ladder of success is never crowded at the top. — Napoleon Hill



No man can become a permanent success

without taking others along with him. — Napoleon Hill

When he was president of American Salesmasters,

during a plane transit in a big city,

Hal enlisted a visit with the head of a large insurance company

whose headquarters were located near that airport.

He handed the receptionist his business card and said:

– I’m waiting in transit and I don’t have an appointment,

but if possible, allow me to see the president.

This company has an internal conversation system installed,

so after listening to Hal,

the receptionist called the president

and said that there was Mr. Hal Krause

of American Salesmasters who wanted to meet.

Forgetting that what he said could be overheard,

the president angrily said into the phone,

“Tell that guy I’m busy and I only work

with people who have an appointment.”

Both Hal and the receptionist heard that answer

and she was very confused.

Hal just smiled and asked her to press the button

so he could answer her president directly.

Hal says:

– Sir, my name is Hal Krause.

May I ask you a question, sir?

The president replied:

– Okay, just ask.

– In the company training program,

do you train your salespeople that:

when they have an hour to spare

between appointments,

make the most of that time by making deals?


After a moment of silence,

the president said:

– Mr. Krause, since you asked the right question,

I wanted to talk to you.

I invite you to my office.

Hal used the time effectively.

He laid the groundwork in this first meeting,

and a follow-up would land him a substantial order.

Activity without purpose is the drain of your life. — Tony Robbins



You have to put in many, many,

many tiny efforts that nobody sees or appreciates

before you achieve anything worthwhile. — Brian Tracy

Mike Bhag, who works with the sponsor of the Dale Carnegie courses in the UK,

listened to Hal Krause’s example on cassette.

Here are Hal’s words that Mike used in his work:

It was 1 hour 40 minutes.

It was a hot Friday afternoon.

I drove into town for an appointment at 2 o’clock.

With 20 minutes to go until my appointment,

I decided to turn that time into more productive time.

I saw a very large car show and I walked in.

I asked the salesman:

– Excuse me, is your boss in there?

– No, sir.

Undeterred, I continued:

– Do you know where he is?

– He’s in the building across the street, sir.

I went to that building,

told the receptionist:

– Excuse me, is your boss here?

– Yes, sir! He’s in the office right in front of you.

The boss was having a meeting with the sales manager

and overheard my conversation with the front desk person.

As I walked in, he looked at me closely.

After introducing myself,

I get straight to the point:

– As the CEO of this company,

you are probably always looking for ways

to increase sales, right?

I didn’t have a chance to say anything more

because he immediately interrupted me:

– Young man, can’t you see I’m busy?

It’s Friday afternoon, it’s lunchtime!

I’m curious what makes you bother me at this moment?

I confidently say:

– Do you really want to know, sir?

– I’m very curious here.

– I just got here from Reading.

I have an appointment at 2pm

and I arrive 20 minutes early.

I think I should turn that downtime into productive time

with a surprise sale.

Then I lowered my voice and asked slowly:

– Is that what you usually ask your salespeople to do, sir?

He didn’t know what to say,

looked at his sales manager in surprise

and smiled and said to me warmly:

– Sit down, young man.

At the end of that conversation, he

signed up for a training course in sales

and management tactics for his company.

When you start doing what you love to do,

you will never work another day in your life. — Brian Tracy



What have you done for yourself this year to create a better life? — Jack Canfield

Most, if not all, salespeople with big ambitions for success are looking for expensive words

and phrases to make their pitch more persuasive.

However, know that you can’t change your self-image

or build a successful sales career just

by overloading customers

with countless product demos

or forcing people

who aren’t potential customers buy something they don’t want,

don’t need and can’t afford.

Once you understand this basic issue,

it’s easier to “forgive” yourself for letting go

of a sales opportunity you thought you could have won.

That will help your mind focus better on the next client meeting.

Any idea, plan, or purpose may be placed in the mind

through repetition of thought. — Napoleon Hill



Leaders focus on what they can control,

what they have,

and what they want. — Tony Robbins

Let’s take a look at the words that genuine sellers,

selling legitimate products at affordable prices,

use to convince their customers.

A friend of mine, Thom Norman from Scottsdale,

Arizona is one of America’s best sales trainers.

Thom’s forte is telemarketing,

but he also does a lot of research

and research on other ways of selling.

For him, the success of the deal depends a lot on your wording

and that expression cannot be without important words.

The first word is the name of the customer.

This is the smooth, easy-to-listen,

and most liked sound of everyone.

Repeat their name often in conversation

because that is also the link between you

and the customer’s emotions.

Here are some other important words:

– Understanding – Commitment – Easy – New – Safe – Proud – Profitable – Worthy

– Results – Trust – Discover – Fun – Health – Savings – Love – Right

– Truth – Money – Comfort – Necessity – Happiness – Value

– Proven and Yale professors have added five more words to this list, which are:

– Mr/Mrs/Mrs/Mr

– Safety – Advantage – Positive – Benefit

Thom also gives a list of terms that are detrimental to salespeople,

which are:
– Deal – Bad – Cost – Sold – Contract – Decide – Try

– Sell – Price – Rigid – Pay – Sign – Suffer – Buy

– Failure – Difficulty – Obligation – Offense – Anxiety – Death

– At risk – Liability – Loss

It is clear that there are words that, if added,

will help “soften” the customer’s feelings

and there are also words that make them more indifferent,

even rejecting you. Like Billie Engman,

I really don’t like the word pitch,

and most people prefer the word home over house,

a fine automobile over a nice car. (a nice car).

Customers will find it easier

to accept an agreement than to sign a contract,

and surely many will prefer the word investment to buying.

They will also prefer a monthly deposit

instead of a monthly payment.

Words and phrases that make up vivid pictures can be of great help

to you and your company.

In North Carolina, for example,

highway patrol officers used imaginative

and positive words to write on state traffic signs,

“North Carolina uses radar

to protect you from speeding drivers.”

The message is very clear, isn’t it?

One of the reasons

why I encourage you to record your product presentations (see chapter 5) is

to help you recognize the positives

and negatives of the words

and phrases you have used. use.

You know, one of the things, you know,

that convinces customers, you know,

is the use of the phrase “you know”.

This is hard to imagine, you know,

but some people, you know, use the phrase “you know”

as much as I did in the last two sentences.

Unfortunately, this only confuses the customer even more.

Another phrase that does the same thing is

“Do you know what I mean?”

or “Do you understand what I mean?”.

If you use this phrase too much,

customers will start counting the number of times you repeat it

and your persuasion will definitely suffer significantly.

Of all the words that cause negative effects,

perhaps we should absolutely avoid words that are vulgar,

insensitive and offensive in nature.

One of the fastest ways to destroy a deal is through bad manners.

Action without planning is the cause of all failure.

Action with planning is the cause of all success. — Brian Tracy



Everything you want is out there waiting for you to ask.

Everything you want also wants you.

But you have to take action to get it. — Jack Canfield

Throughout this book,

I am constantly painting verbal pictures in your mind

(pictures of me buying a new car, buying a new house,

the story of the shoe polish guy,

or his voyage to the Americas. Columbus…).

Another reason I encourage you to read this book over

and over again is to keep your mind at ease

be exposed to my verbal paintings

until it becomes your nature to use them.

In sales, if you want to become a real sales expert,

you must understand
Two things.

First, remember that your mind thinks in pictures.

For example, if I say “car”,

you will not think of specific characters

but in your mind will appear an image of a car

and maybe it is a very nice car.

If I say “girl”, you will not think of the word “girl”

but you will imagine the image of a very beautiful girl.

If I say “house”, you will not think of the word “house”,

but immediately think of a real house.

Second, if you want to sell more and more products,

services or ideas,

you have to learn how to bring real customers

into the picture you’re painting.

You have to put the customer inside the car

and make him feel its luxury,

comfort or fuel economy.

That picture must also show his satisfaction and delight

when he and his family barbecue on a beautiful spring or summer evening,

or a cool autumn evening in the yard of the house.

you are taking him to see.

The picture must be (a) vibrant

and (b) in the present tense.

Remember that it is not the lawyer

who knows the most law,

but the one who best prepares his case,

who wins. — Napoleon Hill



As we develop new beliefs about who we are,

our behavior will change

to support the new identity. — Tony Robbins

The New York Times magazine

once ran a story about a New Jersey housewife’s feelings about her home.

This event combined with a great acumen for advertising,

in one day she sold a house

that five real estate agents could not sell in three months.

The story is as follows:

The Lowes decided to sell their two-bedroom house

to buy a bigger house

because it was starting to become too cramped for their growing family.

As usual, realtors put up a few “standard” ads like “Cozy six-room farmhouse

with fireplace, garage, tiled bathroom, water heater,

near Rutgers campus near Rutgers campus.” ,

stadiums, golf courses and elementary schools”.

All of the information is correct

but most people are not attracted to such news,

even if it is the benefits of the product

unless they see the benefits directly related to themselves. .

After those three months,

Mrs. Lowe offered the house herself.

She was anxious to find a buyer

and was confident she could sell her home.

Here is her ad:

We will miss our home

We lived happily in our house,

but two bedrooms were not enough for the whole family,

so we had to move.

If you like a warm atmosphere around the fireplace,

looking at the trees through the wide window on an autumn day,

away from the hustle

and bustle of the city,

or if you prefer a shady yard in the summer ,

or a clear sunset sky on a winter afternoon,

and a space so quiet that the frogs can be heard clearly in the spring,

but still able to enjoy the conveniences

and advantages of the city.

Maybe you will like our house.

We hope so.

We don’t want that roof to be lonely

and empty

when the Christmas season is approaching.

The very next day,

six people called her asking for details of the house,

and one of them bought it.

This ad or “sales pitch” paints a beautiful picture of the home

and highlights the benefits Mrs. Lowe’s family has enjoyed as its owners,

but aside from that,

it does more than that.

It ensures that the next owner of the home will enjoy the same beauty,

comfort and benefits.

It paints a picture filled with an atmosphere of happiness,

contentment and security

that the new owners will have with the house.

Mrs. Lowe was actually advertising

for her “home”, not “the house”.

The difference between a “home” and a “nest” is love.

The new owners will certainly feel the love

that her family has for her “home”.

They don’t want to buy a house just to live in it.

They want to invest to have a real life,

a family home.

Yes, indeed every word can have a very different effect, right?

Those word pictures capture all the beauty,





success and traits Mrs. Lowe has tried to convey.

Obviously, almost every picture has a combination of features and benefits,

but all must have the client’s image in it.

As with all other products or services,

the deal will be successful thanks

to the pictures described in words,

especially the pictures drawn in the present tense.

One of the people who used this tactic most effectively was Fred Herman.

To illustrate how to use pictures in words,

Fred told the story below

In one of his lectures:

Fred (to the audience):

– In fact, people don’t buy a product or service,

they buy pictures that depict them using the product

or service in a satisfied and satisfied mood.

I will give you an example.

I need someone with a son of about five

or six years old to come up here for me!

Fred told an attendee who raised his hand:

– How old is your eldest son? Attendees answered:

– Twelve.

– Then invite him up here!

What’s your name?

– Michael.

– What about your name?

– Bob.

– Bob, I thank you very much for coming up here to help me.

We’re not talking about insurance or investing,

we’re talking about how Michael went to college.

In the story,

Fred explains that insurance agents will have

to describe his insurance plan

and outline the benefits that customers will enjoy.

Then he told the audience:

– The two of us have just talked about an insurance program

and also discussed the implementation solution.

That plan will give the policyholder a certain amount of money

at some point in the future,

but I would say:

– Bob, since we have been working together for a while,

I understand that your wish is for Michael

to have a happy and full life in the future, right?

Bob would say:

– Right!

– If so, then my insurance plan will fulfill your wish,

no matter what happens.

Specifically, about eight or nine years from now,

Michael will graduate from college.

Of course he and his wife will come

to the graduation ceremony of the child.

He stepped into the hall,

walking among the bustling sounds of excitement,

a feeling of joy rose within him.

Then all was suddenly silenced

when the voice of the professor running the ceremony rang out.

He also heard the rustle of his robes

and the sound of tassels rubbing against his bachelor’s cap.

He saw his wife smiling brightly,

mixed with tears of joy.

Two people holding hands together,

feeling happiness after long years of efforts,

dreams and hopes.

Then he proudly watched Mike walk up to the podium

to receive his college degree.

He walked between the two rows of chairs,

eyes looking for his parents.

Then he smiled brightly.

He felt the warmth in the boy’s applause,

felt his arms wrap around his shoulders, and he said,

“Dad, I’ll never forget what you did for me to have this day”

That’s what you want, isn’t it, Bob?

– Right.

Do the sentences above sound too “dramatic”?

It’s true that they won’t work if you,

the salesperson,

don’t put yourself in the shoes of the parents.

Please add that this is also a pretty effective tactic

because you have drawn in the customer’s mind the final outcome of the deal.

It also shows that parents also benefit in the present

because they will feel some peace of mind knowing

that their children’s future is secure.

Move fast.

A sense of urgency is the one thing you can develop

that will separate you from everyone else.

When you get a good idea, do it now. — Brian Tracy



The state of mind must be belief,

not mere hope or wish.

Open-mindedness is essential for belief.

Closed minds do not inspire faith,


and belief. — Napoleon Hill

Dr. Emol Fails, a professor at North Carolina State University

has conducted numerous studies

with various Chambers of Commerce.

He convinced them that they needed to organize training sessions

for retailers in the area to help them take advantage

of sales opportunities many of them might otherwise miss.

To prove this point,

Dr. Fails tied his wallet to the back of his car

and dragged it around town for several days until it fell apart.

Then he put his credit cards,

money and even his driver’s license into that wallet.

Next, he went to the store and bought a tie.

He took the wallet out of his pocket

and intentionally dropped it.

Money, credit cards

and driver’s license all fell to the floor.

He tried this at five different stores in a small town.

The salesman helped him pick things up.

Sometimes, they looked down on that tattered wallet,

but no one suggested

to him that besides the tie,

my friend also needed

to buy a new wallet.

The picture that Dr. Fails painted is very clear.

Sales courses are really needed.

Thanks to that picture,

Chamber of Commerce professionals

see the benefits of sales training with merchants

and with the Chamber of Commerce.

I truly believe that with a rich imagination,

you can completely paint such pictures for your clients.

In the case of Dr. Fails,

the preparatory work

(dragging his wallet in the back of his car and visiting five stores)

to convince the Chamber of Commerce professionals was ten times

as much as preparing for a meeting.

Remove regular customers.

This reinforces the following statement by Abraham Lincoln:

“If I had nine hours to chop down a tree,

I would spend six hours sharpening my ax.”

Selling is not easy at all,

but a good preparation will make it smoother and so,

you will be rewarded more.

This is true under all circumstances

and in any profession,

whether as a doctor,


or salesperson.

A probationary lawyer must spend thousands of hours researching,


and preparing well for the one hour he defends in court.

The famous racehorse Nashua won more

than a million dollars in prizes in less than an hour,

but he also had to spend hundreds of hours training

to be the fastest in all weather

and conditions racetrack terrain.

You probably already understand,

when you train carefully

and thoroughly for a successful close

of a deal like a professional soccer player preparing

for a match or a boxer preparing for a boxing match.

In the near future (it’s not even the finale yet),

you’ll see significant advances in

both regular customer meetings and closing meetings

something many in the sales profession do not be achieved.

Set high standards for yourself

and don’t settle for anything less.

You are the best judge of yourself

and your capabilities. — Tony Robbins



It takes more than a college degree

to make one a person of education.

Any person who is educated is one

who has learned to get whatever he wants in life

without violating the rights of others. — Napoleon Hill

Fred Herman was the man who used one of the fastest

and most effective verbal paintings I have ever known.

He conducted a training program for employees working

at the service stations of a large oil and gas company.

Fred’s biggest goal was to teach the waiters how to sell more oil.

(In those days, the service stations had to do their best

to increase the amount of oil sold.)

When the valet opened the lid and checked the oil,

Fred directed him to the driver and said,

“You need to fill up six liters of oil.”

Fred calls it fear-based motivation.

That statement paints a very clear picture, doesn’t it?

It is easy to imagine the fear that pops up in the customer’s mind,

because when the service staff asks:

“You need to pour 6 liters of oil”,

the owner immediately thinks of a rather serious problem.

According to Fred’s prediction,

the owner of the car will open the door

and immediately ask:

“What do you mean,

up to 6 liters of engine oil?”.

At that time, the service worker needs to calmly answer:

“The oil in your car is terrible,

you need to change it all before it destroys the engine.

This takes less than a minute,

and then you can be on your way again.”

The last sentence is another picture, isn’t it?

Opportunity often comes disguised in the form of misfortune,

or temporary defeat. — Napoleon Hill



Offer your customers a long-term relationship,

then do everything possible to build and maintain it. — Brian Tracy

Your picture should have images of customers using

and enjoying the benefits of your product or service.

Every year, more than 5 million 1/4-inch drills are sold,

but what buyers really want is a 1/4-inch diameter hole.

Every year, people use billions

of dollars to buy cosmetics,

but no one wants to buy a lipstick,


or makeup brush…

what they want is a glamorous,

attractive look.

They want to be more beautiful.

When you look at the advertisements on TV,

you will hear the verbal pictures

and see a real different picture depicting the user enjoying the benefits

that the product will bring.

Keep in mind the pictures

I have drawn in this book and on your second

or even third reading you should also jot down/annotate your ideas.

What you’re selling isn’t the products themselves – it’s their benefits.

“After-sales” tactic

Thom Norman chose to paint pictures

with words through letters.

He instructs his students to write letters

to their customers after a sale is completed

(the very night of the sale

or the very next day at the latest).

That’s after-sales work,

something that often goes unnoticed

even in sales training programs.

This is really important because after a successful deal,

you need to keep that customer for a long time.

According to Thom,

the letters had to be handwritten.

You can use company envelopes, but

It is important that you personally fill in the address

and stamp on the envelope,

because that will be more personal than stamping by machine.

The body of the letter could be:

“My sincerest thanks for yesterday

(or today, depending on the date you write)

you gave me your precious time

and for your trust in me.

I would be happy to visit you

and your family.

I am happy to know

that you are now receiving the benefits

of our products and services

and that you are completely satisfied with them.

I will continue to contact you in the near future to see

if I can be of further assistance to you.

During that time, if you need or want any assistance,

please do not hesitate to contact me.”

The above letter has drawn a lot of images

and created a positive impact on customers,

assuring them that their purchasing decision

is completely right, namely:

Thank you for your kind welcome.

I am very happy to visit you.

I am very proud of you.

You will surely be satisfied

with the benefits brought by the product.

I am always available if you need any assistance.

Thom is painting a picture of a salesman

who always cares

and appreciates the deal he has reached with a customer.

and always ready to solve their arising needs.

That’s the way to sell more

and to build a sustainable sales career.

Your life only gets better when you get better,

and you can improve yourself without limit.

Learn something new every day. — Brian Tracy

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