Foundry-Metalcaster UGLY Marketing Newsletter 365501 | Página 4

Peek Into My Library.. I have over 400 books in my library. They are an excellent source for new ideas, for
proven techniques, and basics that have been forgotten. Each month I will share one book with some of the high
points and the reason it is a staple in my library. I encourage you to buy a copy of each book, and those reading this
on the web can click on the book cover and go directly to Amazon to place an order. (Yes, I get a few cents.)

HOW I RAISED MYSELF FROM FAILURE TO SUCCESS IN
SELLING by Frank Bettger.
This month’s book is an oldie
but a goodie. The first edition
was written in 1947! But the
points
are
exceptionally
clear and the book easy to
read.
Surprisingly,
even
Amazon readers see the
value- and they are an exceptionally fussy lot
I find.
Frank Bettger (pronounced ‘Betcher’), started
as a baseball player in the VERY minor
leagues in 1907. He recounts being fired from
a team where he made $175 and being hired
making $25. He learned why (lack of
enthusiasm) and vowed to never be in that
situation again. Within 10 days he was making
$185! He quickly solves his perceived
inadequacies and was taken on
by the St Louis Cardinals starting
at $750! He credits enthusiasm
as the primary reason for the
change as his baseball abilities
were the same. During a game,
his arm is permanently injured,
ending his career and setting him on a path
that led to his eventual calling- selling life
insurance.
This opening reflection is the model for the
book- using short stories to make a much
larger point.
Frank was a failure in his initial sales position
and gave up- only to start finding, through
trial and error, the key principles that govern
all sales.
A random meeting with Dale
Carnegie changes his speaking abilities. (He
eventually went on lecture tour with
Carnegie). In another, he must overcome his
fear of meeting ‘big’ or powerful people.

Although some of the information is well past
dated (finding a haberdasher(??)), the
majority of the points are as basic and
necessary today as they were 60 years ago.
Simple points we rarely consider when we
enter the world of sales. Some include
-How to Let Customers Help Make the Sale
-The Only Way I Could get Myself Organized
-The Most Important Word I Have Found In
Selling Has Only Three Letters
-The Quickest Way I Ever Discovered to Win
Confidence
Each group of vignettes ends with a very short
point summary that could be posted
anywhere that motivates you.
This is not a chess game teaching book for
sales. These are simple and basic techniques
that apply to any business and any person
who interacts with prospects. In our hurried
world, where the speed of the internet has
reduced service and customer interface, this
is a breath of proverbial fresh air. Imagine the
looks you would get from telling someone to
SMILE when they meet prospects! They would
think you are wacko. But think of the effect of
a warm smile with anyone you meet.
If you are headed on a
short trip, this is a fast
read. But the points
made are worth
thousands of dollars
over a lifetime. Well
worth the $12 price.
Enjoy!

“The most helpful and inspiring book on salesmanship that I have ever read.” Dale Carnegie
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