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Zig Ziglar! Secrets of closing the sale! Everyone Is Selling And Everything Can Be A Good

Secrets of closing the sale


Help others achieve their dreams and you will achieve yours. ―Les Brown

My friend, Tom McDougal,

is one of the true sales professionals.

Tom is a good and successful dentist.

I’ve done a lot of talk about how to build success on

across the United States

before other fellow dentists.

When I arrived at Tom’s dental office for the first time,

a welcoming receptionist greeted me.

Another staff member gave me

the new patient declaration form

and enthusiastically guided me

through filling out my personal information.

As soon as I completed the form,

another staff member came to take me into the clinic.

From the moment I walked in until I left,

the staff showed enthusiasm

and professionalism in their work.

Dr. McDougal, of course,

only carries out the professional treatment steps afterward,

but his staff does an excellent job of each one.

Perhaps the thing that impressed me the most was

that all three employees

I came in contact with “sold” me a message that:

“flossing is the best way to protect teeth”.

Everyone smiled

and said that Dr. McDougal would definitely recommend flossing

to take care of the teeth I want to keep.

The key point here is

that the employees are proud of the work they are doing.

I left the clinic very satisfied,

believing that everyone there wanted me to have strong teeth.

It’s both a great way

to improve your skills,

build strong relationships,

and also a great way to sell.

Also during Dr. McDougal’s dental visit,

I noticed that he frequently used positive words.

Instead of saying “filling” he used the words “restoration”,

“change of plans” instead of “cancellation”

or “postponement”.

The employee invited me

to sit in the “reception room”

instead of sitting in the “waiting room”.

By the end of the session,

they wanted to know

how I would “deal with this service,”

not “pay this bill.”

They called my office to “check back”

or “confirm” the appointment,

not to “remind” me.

I was told to “clean the mouth” not “spit, spit”.

They “inject” me instead of “inject one”.

Indeed, words are important.

They make a difference!

As for how to build customer relationships,

I need to emphasize two points.

The first was that one of my temporary fillings fell off

two days after I was there.

I called Dr. McDougal’s office

and there was an automated answer on the phone.

Five minutes later,

my phone rang and ten minutes later

I was on my way to the clinic,

where one of Dr. McDougal’s colleagues quickly filled my teeth.

That is how to take care of patients (guests goods) of them.

Next, because Dr. McDougal is about

to fill up three more teeth,

my follow-up visit will be longer

and have more work to do.

That evening, he personally called me

and asked how things were going.

Do I feel comfortable?

Can you do anything for me?

I have been to many dentists,

but no one has called to ask

how I am and to know if I am in pain.

Honestly, at first I thought Tom called me because he knew

that I’m both a speaker and a writer,

so my health has a huge impact on my work.

While waiting,

I talked to other patients

and discovered by chance

that every time he treated any patient for a long time,

he would call them

to check on his condition.

He is indeed a caring dentist,

and more than that,

he is also a true sales professional

by his dedicated care and concern for his clients.

Dr. Hugh Russel of Atlanta,

Georgia, points out that the patients (customers)

who visit your office (well, if you’re a doctor) aren’t just

because they understand the topic that your suggestions,

but also because they sense that you understand them.

In the case of Dr. McDougal,

I went to his office

because I knew he was a good dentist

and because he understood me

and my needs when I got there.

The professionalism of the staff at the clinic (sales staff)

is reflected in the thoughtful care

when taking care of their patients.

McDougal commented as follows:

The real secret of “selling” in dentistry

or in any business is

to speak with your heart

instead of your head and head.

Once the “inner” speaks,

the deepest sincerity will be conveyed.

However, a person cannot speak with his heart

if he does not really believe in his product or service.

This also means that the person must have put in a lot of effort

to gather a wealth of knowledge.

He or she must also believe that the goods/services

they provide are exactly

what the customer/patient is expecting.

In general, Dr. McDougal is not a salesperson

or a sales training expert,

but as a salesperson,

there are very few chances

that you will ever read a passage of text.

which mentions as much about sales as the passage above.

Ten years from now you’ll laugh at whatever’s stressing you out today.

So why not laugh now? — Tony Robbins



“Sales without customer service is

like stuffing money into a pocket full of holes.” – David Tooman

During a visit to Tom’s service station,

a person I knew quite well after a few times stopping

to fill up at his station, we talked about the car.

sales strategy and Tom shared a great process

he is applying to his business.

When a car was parked at the service station,

Tom and his staff checked the oil,



When the fan belt was frayed

and in danger of breaking,

Tom said to the car owner:

– Sir, the belt is frayed.

If you will please remove the spare wire from the trunk,

I will change it immediately

and not delay you a minute.

Most of the time,

car owners will respond like this:

– There are no belts in my trunk!

Tom calmly replied:

– Look, this belt is worn out.

I advise you to change the wire

because it can break at any time

and your car can be left in the middle of the road

in an empty field somewhere.

The owner, if aware of the possibility of such a situation,

will agree to replace the cord with a new one.

I guess you think the story is over, right?

When Tom came out of the service station,

he brought not one, but two belts.

Not only did he sell one wire,

but in many cases he sold a second as well.

This is a typical example of a professional salesperson.

In your opinion,

is it serving by selling or selling by serving?

Think twice before you speak,

because your words

and influence will plant the seed of either success

or failure in the mind of another. — Napoleon Hill



“When you serve the customer better,

they always return on your investment.” – Kara Parlin

Everyone is selling.

I would like to title this chapter as well to echo what Red Motley,

former editor of Parade magazine said many years ago:

“Nothing will happen,

until someone is there,

agree to sell something.”

I will never forget a day in the summer of 1943

when I entered an American History class led

by Mr. Joby Harris at Hinds Community College,

Mississippi. I was forced to attend

because I needed to finish this course

in order to receive my high school diploma.

I think it’s just a waste of time.

What good is it to me

to know about what happened fifty years ago,

one hundred or two hundred years ago?

I entered history class thinking

that I would study just enough

to pass the final exam.

What I’m really excited about is that then,

I can put this boring course aside

and study more math

and science next fall to meet the Air Force’s recruiting criteria.

United States Navy (Naval Air Corps).

For many years,

my dream was to fly a fighter plane.

In the summer of 1943,

when the whole world was in the midst of World War II,

I also wanted to do my part.

At the age of seventeen,

I realized the desire of my life.

That day, when I entered the classroom,

I waited for the teacher to introduce himself,

give some notes while studying

and get to know each other

and I was not disappointed.

After introducing himself

and giving us a few basics,

Mr. Harris started talking about the importance of teaching

and learning history.

He gave one of the most professional “sales” presentations

I have ever heard.

When Mr. Harris’s “sales talk” was over,

I understood why I needed to study history.

In fact, before the first class ended,

I decided to become a history major.

Not only did I get an A in class,

but History was the only subject

I consistently got an A in

for most of the rest of my academic career.

What’s even more remarkable is that

what Mr. Harris told me that day impacted the rest of my life.

It was the first hour of Mr. Joby Harris’s history class

that made me more interested in politics,

social conditions

and the desire to do my best for the country

to become more prosperous and better.

It would be great if we made each person think

that they are really a sales person,

that they need to “sell” to younger people concepts,

ideas about trying their best,

expressing reach your full potential,

aim higher and give more?

With this approach,

I believe today’s young generation will become more active,

creative and effective in the future world.

Winners take imperfect action

while losers are still perfecting the plan. — Tony Robbins



“To earn the respect (and eventually love) of your customers,

you first have to respect those customers.

That is why Golden Rule behavior is embraced

by most of the winning companies.” – Colleen Barrett

In 1981, we started working on something

that had been planned for many years.

We bought a piece of land on Holly Lake,

a two-hour drive east of Dallas, Texas.

My long-standing wish is to be able

to cut back on presentations

to focus on writing more.

My personal goal is to positively influence

as many people as possible

and I can only do this through my books.

We found Holly Lake to be an ideal location

because it was quiet and very beautiful.

After buying the land,

we had to choose a construction contractor

to build the house.

And the only person we talked to was Bill Tenison.

From the very beginning,

Bill’s words and actions showed

how much he wanted to build a home for us.

Bill has many remarkable points:

pleasant attitude,


professionalism and reputation.

When we bought the land,

we also met neighbors

who were also in the process of finishing their houses.

They say there’s only one builder here that can be trusted,

and that’s Bill.

They enthusiastically told us

that Bill did an excellent job,

and was also a man of integrity,


and many other good qualities.

A few years ago,

we also talked to the people Bill helped build the house.

They also said the same thing,

Bill’s excitement can be felt as he takes us on a tour

of the houses under construction

and also the houses he built a few years ago.

Everyone has the feeling

that Bill Tenison builds houses

so that he has more friends

and nice neighbors.

Since Bill is building his own house here

and he is sure to go fishing

and golfing with most of his neighbors,

his approach is entirely satisfactory.

(Can you imagine a man trying

to play golf with fifty customers angry at him?)

Honestly, Bill gave us more than we expected.

I know very little

or nothing about the construction industry,

but one person after another with knowledge

of the construction industry has assured me

that Bill has always used much better insulation

than requirements of the engineering drawings,

and that he often reinforces the house he makes.

When we first started building the house,

because we couldn’t be present

to watch each stage of the construction process,

Bill voluntarily took pictures and sent them to us.

Not only does this allow us

to track construction progress,

but it also gives us a sense of satisfaction with our costs.

The problem here is very clear.

Bill knew that when his men drove the final nail into our house,

he was also about to hammer the first nail into the other homes

those pleased guests were about

to introduce to him.

As a professional,

Bill is wise enough

to know that when he gets the job done,

does more than he’s paid for,

and makes a client like me completely…

If I’m satisfied, I will sooner

or later tell anyone looking to build a home in the Holly Lake area

that Bill is just what they’re looking for.

Dear reader, that’s exactly

what you need to do if you want

to build a successful sales career.

Since you can’t leave a beautiful house empty,

this story will continue for one more paragraph,

and at least it has some relevance to a tactic

that sales training expert J. Douglas once called ,

that’s the “puppy” Tactic.

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



“To listen closely and reply well is the highest perfection

we are able to attain in the art of conversation.” – Francois de

This tactic has its roots.

We know that children often beg their parents to stop

by a pet store “just to have a look”.

Then, if the kid and the shop owner can’t convince the mom

or dad to buy the cute dog,

the owner will let them take the puppy home

and try it out for a few days to see if they like it.

Come here, you know the end of the story, right?

The most important thing is

that the pet store owner made it possible

for his product (the puppy) to sell itself.

That’s a very good tactic.

Success is good at any age,

but the sooner you find it,

the longer you will enjoy it. — Napoleon Hill



“Unless you have 100% customer satisfaction,

you must improve.” – Horst Schulz

When Bill Tenison completed our home on Holly Lake,

interior designer Joyce Wynn and her beautiful staff

(especially Kathy Adcock-Smith,

who did an excellent job) were exactly

what we needed) worked very carefully with us

to make sure the house was decorated properly

and to our liking.

Just decorate a large gap on the wall in the hall

and the house can be completed.

I myself am very satisfied with the current design,

but Joyce put a wall rug in that space,

indeed it is not a purchased item.

I really like it,

but I’m still a bit hesitant in my decision.

So Joyce suddenly suggested

that we temporarily hang it to see if it “fits”.

That suggestion is good too!

It wasn’t until one afternoon,

while I was jogging,

that I suddenly realized

that she was using the classic “puppy” tactic on me.

A good tactic is often very effective,

even if the person you employ is well trained in sales skills.

(And, yes, I bought that wall rug.)

Of course, if they show effective,

the customer is still not aware of what is going on.

Even if he does recognize

and if the need

and desire to own them is still there,

and the salesman also shows professionalism,

you do not need to do anything.

Always remember

that customers always want their problems solved.

The ability of a true professional sometimes makes you forget he

or she is a professional

About a year after we moved into our house on Holly Lake,

my wife and I visited Kathy Adcock-Smith.

My wife shared with her that there are many people

who love the coziness in our house.

She added that a few people expressed surprise

that an interior designer helped us,

as the house looked so “natural” and lively,

while most of the people

who did The interior design profession tends

to make the house look very artificial

and full of unnecessary things.

These comments clearly cheered Kathy up,

as she knew she’d done her job well.

She sold us furniture,

accessories and novelty ideas

that perfectly matched our taste and preferences.

And not only that,

her expertise has brought us

a wonderful living space.

The conversation reminded me of an experience

I recently had while selling.

After I finished selling a set of pots and pans,

I noticed that there were many potential customers

who were friends of this new customer.

When I reach out to these potential customers,

I assure them that I will only say very briefly,

if their friends choose to buy it,

it will be great;

and if not, that’s okay.

In response to my offer, a housewife said,

“Yes, I believe you

because you obviously don’t look like a salesman!”.

Since she had just tested the largest set of cooking pots my company produced,

I was excited by that comment.

In the heart of this customer,

she is not a buyer

and I am not a salesperson.

Any salesperson expects this to be felt

by his prospect by the end of his presentation.

The “Puppy” tactic is effective

with million dollars worth of deals

A few years ago,

when the Amway Corporation was relatively small compared to today,

an aircraft salesman contacted Rich DeVos,

Chairman of the Corporation,

with the intention of asking him

to buy a jet aircraft with personal force.

Rich was quite conservative and thought

that Amway Corporation could not make such a deal.

The salesman knew very well

that the plane would save Rich’s time as well as his health.

He also knew that the plane would allow Rich

to meet with more distributors

and greatly increase his efficiency.

Here’s how the seller used it:

– Mr. DeVos, we have a particularly ideal jet for you,

and we would be happy to give you a free test flight.

Somewhat reluctantly

but quite eagerly,

Rich agreed to join the test flight.

Knowing that DeVos liked the trip,

there was still no way to convince him

to buy the plane,

so the salesman said:

– Mr. DeVos, we have no plans

for this aircraft this week

and we want you to receive

and use it as if it were your own.

And of course this is not mandatory.

It was difficult to turn down

such an offer as the salesman insisted

that there were no strings attached to Amway.

Fortunately, Rich’s upcoming work week is packed with appointments

and long-distance travel.

And, all that week Rich flew across the country,

getting his job done quickly and efficiently on that plane.

At the end of the week,

when the salesman came back

and tried to close the deal,

Rich still wasn’t convinced

that buying the plane was the right thing to do,

so the salesman extended the “puppy” offer

with one small case as follows:

– Mr. DeVos, since we don’t have a specific plan

to use the plane this month,

why don’t you rent it for a month

and continue using it as if it were your own?

This time, Rich hesitated even more,

but the salesman was so persistent that Rich agreed

and that month,

his work proved very effective.

At the end of the month,

Rich was “sticky” to the plane,

so when the salesman returned to claim “his” plane,

Rich DeVos looked at him in surprise and asked:

– What do you mean, asah’s jet?

By this time Rich is used to speed and convenience,

and giving up any convenience is very difficult,

especially when you can make excuses for any situation.

Essentially, Rich could see no reason

to turn down an invitation

to make an investment

that would certainly allow him

to serve his corporation more effectively.

So Rich decided to buy the plane

because the salesman had proven his product worth.

More precisely,

the salesman let his product prove itself

that it would help Rich fulfill his corporate responsibilities more effectively

after the salesman used the “Puppy” Tactic.

Your life only gets better when you get better,

and you can improve yourself without limit.

Learn something new every day. — Brian Tracy



“Set excellent performance as your standard

and strive to achieve it each day.”— Brian Tracy

Frank Infante was born and raised in Cuba,

but later moved with his family

to the United States.

I first met Frank

when I and Redhead is having dinner at the Farfallo restaurant in Dallas.

Lucky, Frank was our waiter.

You are the best waiter I have ever met.

He is professional in every step,

gesture and mastery down

to the smallest detail of a professional waiter.

The use of words along with a polite

and attractive service style are essential elements for each restaurant

to be able to provide customers

with the most perfect service.

He is extremely sensitive to customers

and does not neglect service.

Every time he serves us,

Frank usually starts with a very welcoming and friendly smile.

After taking the time to let us go through the menu,

Frank always came to our table just in time

for us to make food decisions.

Usually, I always have a short chat with Frank.

When I asked about the restaurant’s specialties,

Frank was always excited to introduce them,

but he never went into too much detail about them.

He rarely answered

when we asked him for advice on dishes.

Because he understands our tastes,

he always responds:

“I believe you will like this special dish.

It’s amazing!”.

If I can’t – then I must.

If I must – then I will. — Tony Robbins



“The two most powerful things in existence:

a kind word and a thoughtful gesture.” – Kenneth Langone

Frank always served quickly

and exactly what we ordered.

Everything is always carefully prepared

to give us a comfortable dinner.

Tea and coffee are always ready:

hot bread is always on the table;

We never had to wait more than a minute for the next dish.

When we finished eating,

Frank always asked us if we wanted dessert,

even though he knew well that we usually said no.

At those times,

with a big smile and sparkling eyes,

he would tell us that the cheesecake was delicious

or the coffee cake was also great,

and if we split the cake in half For two people,

it won’t feel too full.

His persuasion was deft,

and that “service-oriented” approach worked.

One contributing factor

to the effectiveness of this method is

that Frank is actually a “player who plays hard on a big team”

as he works very well with the “auxiliary waiter”

(this is a very real term).

bad news and the restaurant industry needs

to change its name to attract talent in this industry).

When he needed help,

instead of giving orders,

Frank showed great respect

and courtesy to him.

From welcoming guests into the restaurant

to saying goodbye to them,

Frank Infanate always puts himself in the position of a salesman.

He does it professionally,

cheerfully but without being overly enthusiastic.

He clearly understands that his income is directly related

to his own efficiency

and service style.

However, if you observe Frank’s working style,

you will feel his motivation to work.

Frank’s aim is to make every meal great.

Needless to say,

we never gave Frank the usual “tips”.

You know, the word TIPS also means

“to ensure prompt service” (To Insure Prompt Service)

and used to be given before a meal.

Redhead and I have always been inclined

to reward the person who provided us with a delicious,

pleasant and enjoyable meal.

What a pity for the flight attendants

who didn’t have the good fortune

to be served by Frank even once.

I believe if they have that luck

and if they really want to be a professional waiter many of them

can increase their income from 50% to 150% instantly.

If that happens,

what will you do with this extra income?

Perhaps many of us will use it for personal purposes,

but Frank is different.

He invested in the restaurant

and is satisfied with his decision.

One of life’s mysteries is why waitresses

(or salespeople) don’t understand that after all,

what they’re selling is their attitude

and service by themselves.

If they show small details such as polite,


enthusiastic attitude and always help others,

their income will increase very quickly.

Indeed, an excellent waiter is an excellent salesman.

You have a brain and mind of your own.

Use it, and reach your own decisions. — Napoleon Hill



“How you think about your customer influences

how you respond to them.” – Marilyn Suttle

One of America’s greatest salespeople is Billie Engman.

She is in charge of sales for Saladmaster in the Texas market,

excluding Dallas.

At the time of Billie’s death,

she had set and held more sales records

than any other employee in the company.

Even towards the end of her sales career she continued to sell

to the children of the clients she had dealt with since 1950,

when she first entered the company.

Billie belongs to the type of person

who has a very clear and standard philosophy

and outlook on life.

Her outstanding quality is her ability

to organize her work very well,

to be persistent and consistent in what she does.

From the very beginning of her career in sales,

she was determined to always pursue her purpose until the end.

Billie is also an expert in customer psychology

because she is very knowledgeable about human nature.

She understands very well

that if we take the time to learn,

how much influence we can have on others.

Although very successful, she remained humble

and attributed her job to sales

that gave her the privilege

and opportunity to work.

That modesty is reflected in the fact that

for many years she did not announce her “record” sales.

She doesn’t like all the attention and just wants

to serve her customers in the best way.

That’s why she only received a few awards,

which many times consider it

to be a collective effort.

Even so, Billie seemed very pleased with it.

According to Hal,

her husband and co-worker,

Billie sold so much more than any other salesperson in the company

that her rival was herself

and the records she set.

This is like a professional golfer,

their real opponent is themselves.

She always fulfills her goal to improve sales,

so the next year’s sales are always higher than the previous year.

There were periods

when the economy fell into recession,

when she was even more active.

She penetrated the market more

and worked harder

to continue to increase sales

instead of accepting a decline

because of objective conditions.

That’s a great work ethic.

As an intelligent woman,

she often applies psychotherapy

to reduce stress

or emotions feeling “isolated” for customers.

When she was about to close a deal,

if she observed that customers were still worried

or afraid of something,

she would offer them a glass of water,

which, she explained,

a brief relaxation time would help

and make them less stressed.

Billie never used the phone

to make appointments with clients.

She believes that using the phone

to transact can miss out on potential customers and argues

that phones put many salespeople out of work,

especially in the form of direct selling.

She regularly visits important clients.

On such occasions,

she did not inform customers in advance

and did not give them any chance

to think about the reasons for not buying.

Direct selling means doing business

in the form of face-to-face meetings and exchanges,

not through words on the phone.

She segmented her clients into groups,

and at the start of her workday,

she always aimed for the sole purpose of finding

as many clients as possible.

(Like all professional salespeople,

she is a person of action and of goals.)

She brings samples to each house,

if the customer is at home,

she is already in a prepared position.

After the introduction,

she took a few minutes

to go to the car to collect samples,

which gave customers the opportunity

to consider their purchase decision.

Billie never gets too excited

and when dealing with her,

every customer feels secure.

It’s not about your resources,

it’s about your resourcefulness . — Tony Robbins



“It is not your customer’s job to remember you,

it is your obligation and responsibility to make sure

they don’t have the chance to forget you.” – Patricia Fripp

Billie often chooses to recommend products

to different customers even though the information is the same

because she finds that a single girl

with no intention of getting married has different preferences

than a girl with intention to get married

and this girl also has different preferences from couples.

She often uses a tactic

that she calls a “mirror of the future”

to guide customers on how to use

and enjoy the convenience of the product.

She proudly tells her clients that the ceramics,

especially the silver alloys she sold to customers 30 years ago,

are worth far more

than they would buy it today.

And she advises customers to invest now,

they will certainly have “profits”.

Billie is a person who is always up

to date with the latest information

and knows how to apply it to each specific situation.

She ties customer needs

to each story and uses

that information as a tool to help her sell more effectively.

She sells with all affection,


care and sharing.

When introducing products,

she often uses words that show warmth and sincerity.

When life gives you lemons,

make lemonade

and sell it to all of those

who get thirsty from complaining. — Napoleon Hill



“The most important adage and the only adage is,

the customer comes first,

whatever the business,

the customer comes first.” – Kerry Stokes

Billie believes that how successful you are in “opening”

and “closing” a deal (“open” is Billie’s term)

depends on your outfit and style of behavior.

(how you smile, talk,

walk or even the type of car you use).

She is also not too flashy because she thinks

that customers might think of her as a showy person.

She never told clients how long she’d been in sales,

believing this would promote her

as someone “trying to sell someone something”.

She wants people to see her as a friend

and advisor

to help them choose the best investment for their future.

She found that using a shopping catalog is very effective

because people can see and recognize them

realize that they can buy quality goods

without having to go to the stores.

In addition,

she attaches great importance

to direct product demonstrations

to demonstrate the product’s functionality

so that customers can see,


and test an item before they decide to buy it.

Billie collects “certificates of quality”

and constantly updates them as customers come in.

She often brings up “successful past deals”

to reassure clients of her decision

and also to demonstrate that she is presenting them

with a sound and long-term investment.

(Credibility is essential to a successful closing of a deal.)

Get closer than ever to your customers.

So close that you tell them what they need well

before they realize it themselves.” – Aysa Angel



“Men are rich only as they give.

He who gives great service gets great rewards.” – Elbert Hubbard

There are many reasons for Billie Engman’s overwhelming success.

In my opinion,

there are three reasons that seem inseparable from her persona.

First, Billie really wanted to sell

to everyone she visited.

Not only does she want to sell them,

but she also wants to receive a larger order in the second time.

Second, Billie believes

that getting more orders depends on the results

of the product demonstrations,

so she considers “closing the deal” an integral part of the product launch.

She always creates shopping opportunities

for the customers she visits by inviting them to order.

If that’s the case,

let me remind you that a sales guru,

Chris Hegarty, pointed out that 63% of sales interviews complete well

with no offer to buy of seller’s goods.

Third, Billie keeps a record of all her clients’ names.

She knows exactly what they bought,

when, and at what price.

In her first dealings with a client,

she always anticipates the customer’s reaction

before approaching them.

Another important thing is

that she is always prepared for the next deal.

She understands that the first order

will create confidence in the buyer

and from there she will have more opportunitie

to deal with them in the second

and many other deals after that.

“Spend a lot of time talking to customers face to face.

You’d be amazed how many companies don’t listen to their customers.” ­– Ross Perot



“The more you engage with customers,

the clearer things become

and the easier it is to determine what you should be doing.” – John Russell

Billie’s call back to the customer has another meaning.

Before calling the customer back to complete the order,

she carefully examines the original (original) order.

Then she prepared three other backup offers.

The first proposal falls under the category of “impossible”

because it is too big,

too comprehensive,

and too expensive.

Therefore, it is very likely that customers will not buy.

As a professional salesman,

Billie often challenges her customers,

giving them the opportunity to try their best to achieve

that “unrealizable” dream in the future.

One fact is:

The purchase customer’s order is closely related to the seller’s desire,

and Billie’s desire is always great.

The second offer

that Billie prepared was a bulk order to supplement the original order.

The average salesman would be thrilled

to offer such a quantity,

but for Billie, there was no set amount.

This can be considered as the most chosen side order

because its value is suitable for their pocket.

The third offer is of course

for an order of less quantity than the previous two offers.

Many customers will choose this third offer

because it suits them best,

and even then place a fourth order.

The most important thing is

that Billie always considers these as official deals

and serves them wholeheartedly.

This was an opportunity

for her to once again introduce herself,

the company she represents,

the products she sells,

and her vision of investing for the future to clients.

She came up with the idea of ​​“act today”.

She facilitates the customer to review the original order.

She would then either commend the customer

for their interest in the merchandise,

or would politely ask if she could do something better for them.

“If you work just for money,

you’ll never make it,

but if you love what you’re doing

and you always put the customer first,

success will be yours.” – Ray Kroc



“The best way to find yourself is

to lose yourself in the service of others.” – Mahatma Gandhi

I often wonder why so many salespeople working in stores

barely actively develop relationships

with their loyal customers.

For example, in our more than 46 years of living together,

Redhead and I have never seen anyone persistently ask us

to buy houses,

jewelry, furniture, or home appliances.

Doyle Hoyer, who sold my clothes,

and Chuck Bellows, my car dealer,

were among the few people who ever provided services

and deliberately “solicited” us for follow-up deals.

During the time we got to know each other,

we bought four houses,

more than thirty-five cars including company vehicles

and four sets of furniture

and other household appliances.

We also spend thousands of dollars on jewelry purchases,

but no one has ever come to “need” us to buy these items.

Even the sales staff did not invite us back to their goods!

If you’re in sales, of any of the above,

are you actively looking for the next sale

or are you just waiting for them to find you?

After completing the first sale,

did you find out if your customer was really satisfied

and did you have a plan in place to make the next sale?

In sales, the salesman must also provide after-sales service

and regularly contact the customer to maintain contact

if he wants to retain customers

and wants to build a successful sales career for yourself.

“What, what do you mean?”

One of the deep secrets of life

is that all that is really worth doing

is what we do for others.” – Lewis Carroll




Your mental attitude is something you can control outright

and you must use self-discipline

until you create a Positive Mental Attitude

your mental attitude attracts

to you everything that makes you what you are. — Napoleon Hill

I. Help you understand the importance of developing your imagination

to increase the number of successful deals.

II. Introducing 24 typical successful closing tactics.

III. Helps you understand the value of using words

when visualizing customer satisfaction.

Success leaves clues,

but they must be acted upon. — Tony Robbins



High self-esteem isn’t a luxury.

It’s a necessity for anyone

who has important goals to achieve. — Jack Canfield

Back to the “1902” tactic “the miserly gentleman” tactic “chart”
“20/20” Tactic

“Act now” strategy

Tactic “follow no tactics at all”

Tactic “marriage certificate”

Tactic to use “creativity”

Tactic “click” “Special Occasion” Tactics

Tactic “circle business card”

Tactic to hit the “challenge”

“29 days” tactic “frontline”

tactic “seize the opportunity”

tactic “companion”

The “gentlemen” tactic “coca

and tobacco” tactic

Tactics to eliminate “rigid thinking”

Tactics to “take advantage of time”

The “questioning” tactic

Tactics using “pictures of words”

Tactics using “preparation”

Tactics to hit “fear” Tactics “after-sales”

“Repetition” Tactic “Menu” Tactic “Ooo and Aaa”

Character is the ability

to follow through on a resolution long after the emotion

with which it was made has passed. — Brian Tracy



Everybody’s life is either a warning or an example.

You’ve got to decide what you’re gonna be

and you have to draw a line in the sand. — Tony Robbins

In the words of my friend,

and sales training expert,

Merle Fraser:

within 24 hours,

the client’s heart beats about 103,689 beats.

The blood in his body can move 168,000 miles;

lungs inhale 23,240 times;

he consumes all the energy provided by 1.36 kg of food;

and actually only uses 7 million of his 9 billion brain cells.

During that time,

he will utter about 4,800 words,

of which 3,200 are related to himself and none of

which are related to you

or the product or service you provide;

unless you find a way

to get him interested in your introduction.

The only way to get his attention is

to use your imagination to place yourself in his world.

One of the most interesting things I can share with you about sales is

that most customers really don’t want to say “no” to a salesperson.

The reason is because the word “no” is so definitive,

it feels like this is the end of a relationship.

So, instead of saying “no”,

many clients say things like “I want to think about it more”

or “I have to talk to my lawyer, my wife (husband) …”.

You may be surprised,

but I have seen a few cases

where customers even lied to the salesperson

to avoid having to say “no”.

If you want to be really successful,

and I know you do,

then you will have to give up blaming

and complaining

and take total responsibility for your life

that means all your results,

both your successes

and your failures.

That is the prerequisite for creating a life of success. — Jack Canfield



The Law of Concentration states

that whatever you dwell upon, grows.

The more you think about something,

the more it becomes part of your reality. — Brian Tracy

While considering the role of imagination in sales,

I would like to return to the “1902” Tactic presented in the first chapter.

Years ago, when I was still selling pots and pans,

I changed this tactic slightly to better suit my business.

At that time,

I sold stainless steel pots and pans,

whose bottoms were characterized

by even heat distribution and good heat transfer.

We were informed that these pots

and pans are made of super durable materials.

And to prove it,

I convinced a local policeman

to shoot his 45mm pistol straight

at a small frying pan from a distance of 3.5 meters.

The power of the gun is truly terrifying,

but you definitely have to look very closely

to see the bullet holes in the pan.

Along with that very realistic image

and the “testimony letter” of the policeman,

I easily attracted the attention of customers

when talking about the durability of the pots and pans.

When I told them: ”

This is a set of pots

and pans you can use for the rest of your life”,

they completely agree

because no housewife can use pots

and pans with “destructive” power like a bullet.

I know what you’re thinking

and as you might suspect,

my pots and pans are much more expensive

than other pots and pans on the market.

And of course,

there are many customers complaining about the price of our cookware set.

– That price is too expensive!

– How much more expensive is too expensive, sir/madam?

– It’s up to $200 more expensive.

(For me, that’s also a huge number,

but you should remember that we are dealing with

the customer’s feeling problem).

Once again, I would like to remind you

that this is the time

when you should use your notebook.

When the customer says,

“Up to $200 more,”

I write the $200 figure in the notebook

so the customer can see it,

and the conversation goes on like this:

– Sir, how long do you think you will use this set of pots and pans?

– I think it will be forever.

– I guess you will use it for 10, 15, 20, even 30 years.

– Of course.

– Then let’s just take the minimum number of 10 years.

Thus, if you use this set of pots and pans,

each year you will have

to spend another 20 dollars compared

to normal pots and pans.

Is that what you want to say?

– Yes, that’s what I mean.

Life is like a combination lock;

your job is to find the right numbers,

in the right order,

so you can have everything you want. — Brian Tracy



You can’t change where you started,

but you can change the direction you are going.

It’s not what you are going to do,

but it’s what you are doing now that counts. — Napoleon Hill

– So how much more money do you have to spend each month?

– Well, about $1.67/month.

– Exactly. May I ask how many times a day do you cook?

– About 2 to 3 times a day.

– Let’s just choose a moderate level of 2 times / day.

That means in a month you will cook 60 meals

[remember, I still write all those numbers in my notebook].

So, if you have to spend an extra $1.67 a month on this set of pots and pans,

that’s less than 3 cents per meal,

then you’ve got the best set of pots

and pans on the market of school already.

Your brain is not designed to make you happy.

That’s your job! — Tony Robbins



Your income right now is a result of your standards,

it is not the industry,

it is not the economy. — Tony Robbins

I continued to ask both the couple:

– Do you go to a restaurant?

– Sure!

– Do you go often?

About 1 to 2 times a week.

– Are you sure you will give the waiter a little “tip”?

– Of course!

– How much do you usually give them?

– 1 or 2 dollars something.

This also depends. (You should remember that was 1962.)

I immediately wrote “3 cents” for “Wife”

and “1 dollar” for “Servant.”

– Let me tell you this.

The other waiter only wrote down the dishes the grandparents ordered,

brought the food from the kitchen to the table,

and brought some other things such as tea,



Usually another person helps him/her clear the table

and bring all the dishes

and dishes to the kitchen.

Meanwhile, his wife had to personally go to the store,

buy food to take home,

prepare and cook all the dishes,

and then serve them

to the table.

After the meal,

she puts the leftovers back in the fridge

cleans the table,

and washes the dishes.

To be fair, if he “tied” the waiter $1

[I circled the number “1 dollar” a few times] just for him/her

to bring the food from the kitchen to the table,

then he Do you really think that your wife is only worth 3 cents

[I circled the words “Your wife”

and “3 cents” several times] for shopping,

cooking, setting the table,

putting away leftovers,

and cleaning up everything else or not?

All three elements of imagination, emotion

and logic are used in this case.

The twelve questions

I use in this conversation get clients to put pressure on themselves.

Then, the chances of them making a purchase decision will increase significantly.

In the example above,

those questions certainly helped the husband appreciate his wife’s efforts

and most importantly,

they help to break down the selling price into smaller amounts,

giving the customer the feeling of “can pay”.

The “1902” tactic is simply breaking down the selling price of a product

into numbers so low that customers can accept it.

Having to spend an extra 3 cents per use will definitely make customers feel

that buying a set of pots

and pans is completely within their capabilities,

especially when you prove that customers can even save money.

Save more than that after each use.

This tactic will make it easier

for customers to buy the product,

and that’s what a professional salesperson does.

You don’t have to get it perfect,

you just have to get it going.

Babies don’t walk the first time they try,

but eventually they get it right. — Jack Canfield



Your destiny is determined by your decisions. — Tony Robbins

The next tactic I want to introduce

to you is actually a very useful one,

no matter what kind of commodity you are offering.

However, I would like to emphasize

that any of the strategies described in this book may not work for everyone

and that in most cases you will have to apply

what I have presented,

to each specific case.

That’s why you need a notebook like

I mentioned at the beginning of the book.

Again, I want to reiterate that this is a book

that puts you to work and teaches you

how to sell more effectively

and inspires you.

So apply it now to soon achieve success in sales career.

Years ago, I worked for a small St. Matthews, South Carolina.

I’ve always believed in “regional” sales,

so out of habit I often visited small areas,

and thus quickly became known to the locals.

Not only did that save me time

and travel expenses,

but it also established credibility.

In St. Matthews and many other places,

after going there a few times,

people used to call me “Mr. (Actually, I don’t either.)

I really like the name,

but at least thanks to it people know that I sell pots

and pans and nothing else).

Every time he saw me driving on the road,

someone would say,

“Here comes the pot man!”

or “Oh, I’m definitely going to see his party

(meaning my product show) next week!”.

Nothing which life has to offer is worth the price of worry. — Napoleon Hill



Imagine your ideal future.

Visualize yourself

as if your life were perfect in every respect. — Brian Tracy

After a product demonstration with seven couples,

the very next day,

I went to each family’s private home to “take care of customers”.

I sold the first five pairs,

and as I was knocking on the door of the sixth house,

I heard a very loud voice say:

– Is that Mr. Ziglar? Please come in!

I entered the house and saw a giant!

He is about 1.9 meters tall

and weighs nearly 130 kg.

Perhaps he was once a Jolly Green Giant. He says:

– Nice to meet you, Zig!

You and I both know

that I would never buy a $400 set of pots and pans,

but just come in,

sit down and we’ll talk!

You know,

this funny guy set a record

(and I don’t think anyone can beat that record)

of eating five times

as much food as the average person the night before.

Yes, I myself went to the market,

cooked and served him one by one.

But now he greeted me

with the sentence “I will not buy anything!”.

It wasn’t the ideal start to an exchange,

but I smiled anyway,

looked at him, and said:

– Yes, sir, you think you won’t buy anything,

but I don’t think so.

– Well, then I’ll tell you right now,

I’m happy to talk to you,

but I’m not buying anything.

– Looks like you and I have quite a lot in common!

– Oh, really, how similar?

– Like me, my wife always spends my money,

and the neighbors always notice everything I do!

I don’t know if his wife spends his money

but I dare say his neighbors are always interested in his work.

And that gives me more sales opportunities.

– Why do you say that?

– Well, because today,

I went to see your neighbors.

After I talked to them,

they all decided to buy my product

and almost every one of them asked me,

“Have you visited my neighbor yet?”

I replied, “No, but I will see him this afternoon.”

Interestingly, all of them said,

“Oh, then tell me if he bought it!”.

Unable to contain my curiosity,

I asked one of them,

“Why would anyone want to know

what the next-door family member will do?”.

The person laughed loudly and said,

“Ah, because everyone around here knows

that he is a very funny person convenient”.

My client suddenly shouted:

– They say I’m the most miser in the county!

– Well, one of them said something about “first dollar”,

but I don’t know what he means!

My client laughed and said:

“Come on, you know what he means,

and he’s probably right.”

I’m a bit of a stingy person.

– They may think you are a miser,

but I find it very interesting

that you were born

and raised in this area,

but your friends or neighbors do not understand you!

– What do you mean?

– You said that you definitely won’t buy my pots and pans.

– That’s right, I won’t buy it!

– Well, isn’t that interesting?

He was born and raised with these people,

and yet they know nothing about him!

– I still do not understand.

“Sir, if I remember correctly,

you told me the other night that you have been married

to your wife for more than 20 years.

– Yes, to be exact,

we have been married for 24 years by this August.

– Let me ask you this question.

Last night, were you really sincere

[never ask someone this question if he is telling the truth;

because otherwise it would be an insult]

to say can you save at least $1 a day

to get the chance to use our cookware set?

– Maybe I can save 2 dollars/day!

You already know how much I eat

and I have four boys who eat just as much.

Success comes from taking the initiative

and following up or persisting. — Tony Robbins



The fact is:

You are not a manager of circumstance,

you’re the architect of your life’s experience. — Tony Robbins

– So if you want, you will save 1 dollar, right?

– At least it is.

– Oh, then if you use this set of pots and pans,

you will save 1 dollar.

And if you don’t, you’re going

to spend all that $1, won’t you?

– It might as well.

(Note that in situations like these,

you have to be firm and assertive

but still be very polite.

This is where you need to be very self-aware.

If you let yourself slip right now on that customer,

he won’t buy anything

when you’re done with your exchange.)

– What I say doesn’t really matter

because it’s your money.

The main thing is what will he say?

(In these types of conversations,

inflection may play a decisive role.)

– I think I

I’ll just say that.

– Then can you remove the word “suppose”?

– Okay.

– What would you think if I said you only need

to save 50 cents instead of 1 dollar a day?

– The better, isn’t it!

– Oh, so if this set of pots

and pans saves you 50 cents a day,

that means that every two days your wife has not used this set of pots

and pans,

she will withdraw a dollar bill from your pocket,

tear it into pieces and throw it in the trash, right?

Indeed, he could accept losing a dollar,

but according to the neighbors,

he did not like such things at all.

And they also think whether this very beautiful house is his,

or not his, but he has saved or borrowed,

or whether the 1,100 acres out there are his,

or not his, but belongs to him.

If you own a bank,

you don’t want to waste anything, do you?

Have you noticed that if you lose 50 cents every day,

after 40 days,

your grandparents will “throw away” a $20 bill?

Then I reached into my little notebook and said,

“You told me you’ve been married for over 23 years.

The calculation with the number 23 is a bit complicated,

so let’s temporarily reduce it to 20 years

[I wrote the number “20” on the paper].

He also just told me that this set of pots

and pans will save him at least 50 cents a day,

which means he will lose 50 cents if he doesn’t use it.

Assuming a year has 365 days,

you will lose 182.5 dollars

without this set of pots

and pans [I wrote “182.5 dollars”].

Thus, in the 20 years he lived with his grandmother,

he would have wasted $3,650

[I do the multiplication on paper:

20 years x $182.5]

if he didn’t have our pots and pans.

And yet you don’t want

to spend $395 [I wrote “$395”]

for this set of pots and pans

– does that mean you’re squandering?

There was silence for a moment,

and then he asked me a question,

probably one of the best I’ve ever heard.

It shows a lot about human nature

and makes me,

as a sales person, think.

That question is:

– Mr. Ziglar, what shall I tell my neighbor?

Before success comes in any man’s life,

he’s sure to meet with much temporary defeat and,

perhaps some failures.

When defeat overtakes a man,

the easiest

and the most logical thing to do is to quit.

That’s exactly what the majority of men do. — Napoleon Hill



Refuse to make excuses or blame others.

The leader always says,

If it’s to be, it’s up to me. — Brian Tracy

This is a very important lesson, my colleagues.

A lot of times,

your customer puts himself in a dilemma by promising his wife,



or other salesman that he won’t buy anything until…

When… If a “potential” customer isn’t making a purchase,

we need to be sensitive enough to realize

that maybe he’s in a dilemma

and wants to get out of it.

That’s what professional salespeople do.

I looked at him,

smiled and said:

“Sir, I have a very simple way

to make your neighbors respect you even more.

I will pass you the bill that says “one time pay”

because I know you never choose

to pay in installments

and incur additional interest,

because you are “so stingy” that [both of us] all smile.]

When the neighbors see that bill,

they will tease you.

However, he simply told them,

“It is true

that I said I would not buy a set of pots

and pans at such a high price,

but when I say that,

I only know from their price.

Now, when I understand how much that set of pots

and pans saves money

and helps my wife,

I know that buying it makes a lot of sense.

Honestly, I love my wife and family so much,

that I can’t let my own stubbornness get in the way of the

whole family enjoying a more comfortable,

happy life.”

I’m sure the neighbors will appreciate him more

because a real man is willing

to accept that he was wrong,

that he made an immature decision.

And that person is even more respectable

when he knows how to correct his mistakes.

When the customer got up

and went inside to get the checkbook,

he said:

– You are indeed a very clever man!

Since that time,

he has become a good friend of mine

and often helps me a lot.

Since everyone in the area knew

that the “spacious gentleman” also bought my products,

I sold more and more products.

I insisted that all I did was help him out

of his own predicament.

That makes buying and selling a lot easier.

Remember that your dominating focus attracts,

through a definite law of nature,

by the shortest and most convenient route,

their physical counterpart.

Be careful of what you focus on. — Napoleon Hill



All goal setting must be immediately followed

by both the development of a plan,

and massive and consistent action toward its fulfillment. — Tony Robbins

Every product has a top price,

or price ceiling.

(This is not true for growing,

popular services.)

This is even less true in terms of product benefits.

If the product saves money,

the longer you use it correctly,

the more it will benefit you.

I will describe the above example through the following diagram:

“If you just communicate, you can get by.

But if you communicate skillfully,

you can work miracles.” – Jim Rohn



“Choose to deliver amazing service to your customers.

You’ll stand out because they don’t get it anywhere else.” – Kevin Stirtz

If you buy a set of pots and pans,

the savings will offset the cost of buying them.

If you don’t buy,

your daily loss will quickly exceed the sale price

of that set of pots and pans.

Otherwise, you can choose to buy,

then let it cover the cost,

or you can choose not to buy

and continue to spend through daily losses.

And because whether

or not you buy a set of pots and pans,

you still have to pay for that loss,

so why don’t you buy it?”

OR: “As you can see,

the pots and pans save 50 cents a day,

and after 800 days,

you’ve got your full investment back.

And if you don’t buy this set of pots and pans,

after 800 days,

you will still have to pay $ 400 through the lost items

and still have no pots and pans.

In a nutshell, either you will invest $400

and have a set of pots and pans,

and then slowly get the full $400 back,

or don’t invest $400

and still pay $400 through your losses.

still don’t have those pots and pans.”

(Pauses and smiles)

Incorrect assumptions lie at the root of every failure.

Have the courage to test your assumptions. — Brian Tracy


STRATEGY “20/20”

There are essentially two things that will make you wise

the books you read

and the people you meet. — Jack Canfield

“Since grandparents will love this set of pots and pans,

we agree to sell it on a 20/20 basis,

which means grandparent will pay $20/month continuously

for 20 months

provided grandparent make a $20 deposit in advance.

Or grandparents can join the 90-day discount program.

In your opinion, which program is suitable?

Note that one of the most successful insurance salespeople,

Ben Feldman, once said,

“You only get the deal when the customer realizes they’ll pay more

if they don’t ‘act’ right then and there.”

If you keep a clear vision for your future,

it will pull you like a magnet

through your toughest times. — Tony Robbins



Law of attraction says:

“We’ll give you whatever it is you say and focus on.”

and so if you are complaining about how bad it is,

what you’re creating is more of how bad it is. — Jack Canfield

In 1977, we spent almost $10,000 on a new copier.

According to calculations,

that machine will save us working time at least 2 hours/day.

For every $5/hour (in 1977 time prices)

we save $10/day, $50/week and $2,600 per year.

Not only does that machine increase work efficiency,

but it also reduces paper jams (due to using older machines),

which means that we will save a certain amount

of money on paper purchases.

So we decided to invest in that machine

and gradually recovered the initial cost.

If we didn’t buy it,

we would still have to pay

through the savings

and not own a $10,000 machine.

The problem here is too obvious.

If you offer a cost-effective product or service,

you have to convince customers

until they understand that they have to pay

for the item whether they buy it or not.

And since they’ll have to pay

no matter what they decide,

they’d better take it.

Again, the salesperson should not just talk,

but point out the numbers to prove it.

Customers will decide to buy

or not based on what they understand and believe.

When customers clearly understand

that not investing in a purchase costs more than spending money to buy it,

they will decide to invest.

Whatever goal you give

to your subconscious mind,

it will work night

and day to achieve. — Jack Canfield



Until you have learned to be tolerant

with those who do not always agree with you,

you will be neither successful nor happy. — Napoleon Hill

Here is the question for you.

As a reader, if there is a cassette tape,

or a CD that helps you learn how to practice and use intonation,

how to ask questions,

how to tell stories,

how to use your imagination,

how to create word pictures

and how to close successful deals,

are you interested in them or not?

If you understand that that 60-minute recording was made

in front of an audience like you,

you will understand that I am sharing,

not trying to teach you anything.

That’s actually much more interesting, isn’t it?

I guarantee that the tapes will motivate you a lot

and guide you in detail on

how to become more professional to sell more products.

If you have to spend 3 dollars

to cover all product knowledge,

solve problems related to price,

isn’t that a bargain for you?

Successful people are decisive people.

When opportunities come their way,

they evaluate them carefully,

make a decision,

and take appropriate action.

They know that indecision wastes time

that could be spent on more productive tasks. — Napoleon Hill



The universe is completely balanced and in perfect order.

You will always be compensated

for everything that you do. — Brian Tracy

If you decide to take the above suggestion,

you’ll have to agree with me

that at least one of the tips mentioned in this book works.

If you decide otherwise,

allow me to ask one question:

“Do you have too many clients

who want to “think about it more,”

“look into it more,”

“talk it over with your spouse.” ,

my lawyer…?”.

In other words, they are trying

to delay decision making.

Did you know that procrastination is also contagious?

So obviously the best way

to get decisions from customers is

to make them yourself first, right?

If you are a procrastinator

and you decide to make a change,

take action right away,

so you can go much faster on your career path.

You’re probably wondering now

why I went to great lengths to sell a 3-dollar tape.

There are two reasons:

First, I want to demonstrate another tactic,

the “questioning” tactic

to lead the customer to a decision.

Second, and more importantly,

I believe these tapes will teach you how to practice

and use intonation,

and when that tape is used in conjunction with this book,

the effect will be maximized.

Yesterday is gone forever.

Make the most of today and tomorrow

if you wish to make up for lost time. — Napoleon Hill



There are no failures,

only outcomes.

As long as I learn something,

I am succeeding. — Tony Robbins

Not long ago, after

After a very enjoyable round of golf,

we took a shortcut through the Dallas-Fort Worth airport to go home.

When I reached the top of the hill,

I saw a very “friendly”-looking policeman signaling me

to pull over to the side of the road.

I use the word friendly in quotes.

Because, you know,

at that moment,

he looked at me with cold eyes.

I was really surprised

because I didn’t believe

that I was driving so fast that I was stopped by the police.

The policeman asked me

to show my driver’s license.

While handing him my driver’s license,

I politely asked him

why he stopped my car.

He says:

– You are driving at 51 mph,

which is 16 miles over the speed limit.

I replied in surprise:

– Oh, I didn’t know the speed limit was 35 mph.

I still thought it was 55 mph!

Hearing that, the officer assured me

that the regulations only allow driving up to 35 mph.

I replied:

If that’s the case,

then I’ve broken the law.

Then he asked me

where I was going,

I said I was going home

but since there was no rush

I didn’t have to go too fast.

He smiled and said:

– Oh, if you say that,

I’ll give you a chance to go at the right speed.

Then he gave me back my driver’s license,

and I thanked me endlessly

for that act of kindness.

I’m sure, in this case,

if I “played” him as I would with my client,

I’d be sure to get a ticket.

I would like to emphasize

that my foregoing statements are all out of genuine surprise.

Maybe somewhere on the road there were “35 mph” signs,

but I didn’t notice them,

even though I had passed this road countless times.

This story reminds me of a maxim:

“When you do something right or wrong,

take a step back to consider

and admit what you have done.”

As soon as you understand that the speed limit is only 35 mph,

without hesitation,

I immediately admitted

that I had exceeded the speed.

In my mind,

I believe the officer will eventually decide not to fine

when I say I’m not in a hurry,

because I’m not really in a hurry.

My explanations are not polished

or made up,

but they work

because they are true.

As I often say in this book,

in sales,

absolute honesty is always the most important key.

Part of paying the price is the willingness

to do whatever it takes to get the job done.

It comes from a declaration that you are going

to get it done no matter what it takes,

no matter how long it takes,

no matter what comes up. — Jack Canfield

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Angel Cherry

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