This business of selling boils down to one thing, just one thing: Seeing the people. Show me an individual of ordinary ability who will go out and enthusiastically tell his story to four or five people every day and I'll show you a salesperson who just can't help making good.
Frank Bettger turned his selling career around by applying two principles:
1. Enthusiasm- "Enthusiasm is the greatest method of persuasion without pressure. Enthusiasm is the yeast that raises the dough. Enthusiasm is the greatest one-word slogan for living ever devised."
2. The Slight Edge- This principle has to do with what making a slight improvement in one skill can do to one's performance over a period of time.
After hearing his boss, Mr. Walter Talbot, say that this business boils down to seeing the people - enthusiastically telling your story to four or five people every day, Frank Bettger immediately applied the principles of enthusiasm and the slight edge. He literally turned his career around.
He applied the principle of enthusiasm by giving himself a pep talk."You've got two good legs. You can do it. You can tell your story to four or five people every day. You will make good. Why? Mr. Talbot said so." Bettger said, "What a great relief came over me. Now I knew I was going to make good in selling."
Bettger then applied The Slight Edge Principle by devoting extra time to enthusiastically telling his story to four or five people every day.
The rest is history. Frank Bettger went on to become one of the greatest insurance salesmen of all time.
Here's the Slight Edge Creed:
• Put enthusiasm to work for you.
• Show that you care - by attitude, word and action.
• Treat the customer as you would like to be treated.
• Respect prospects' intelligence; never overestimate prospects' information.
• Do today's jobs today - never put off until tomorrow.
• Make right first impressions.
• Seek an answer to every question; never leave the customer in doubt.
• Deliver more than customers expect.
• Do what it takes to assure the customers' satisfaction.
• Follow-up to make sure the job is well done, and done right.
