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During the past 42 years it has been my good fortune to talk to thousands of people in all kinds of businesses, in all walks of life, in all kinds of places, and under all conditions. In that time I have sold tangibles and intangibles; I have sold by personal solicitation; I have sold by direct mail; I have sold by letter; and I have sold by telephone. During these years, a great deal of my time has been devoted to study, with the sole purpose of analyzing the Philosophy of Selling. In my observation, concentration, interpretation, and conclusion, I have been able to combine knowledge with experience. I have been able to make a first-hand study of the actions and reactions of people. I have studied their be- havior, and this has given me an insight into their ambitions, aspirations, attitudes, likes, dislikes, wants, and desires. Com- bining all this information, I have worked out a Philosophy of Selling. The object and purpose of revealing this Philosophy of Selling to you is to help you. Plautus said; "He gains wisdom in a happy way who gains it by another." Possibly my ex- perience may give you a keener insight into your own power and ability. Maybe it will inspire and encourage you to de- velop more completely your hidden talent of creative sell- 82 THE PHILOSOPHY OF SELLING ing. Maybe it will take a few pebbles out of your path to make the going more easy. It is very easy for anyone to tell you how to sell, but I feel that you are like myself—you want someone to inspire you and make you want to sell. You want someone to touch that spark that animates you, that spurs you to action. The Philosophy of Selling that I propose to unfold is not that of a theorist in an Ivory Tower, but of a stern realist who has faced and met the challenge on the firing line, and who has encountered all the problems, all the adversities, all the conditions, all the situations, and all the heartaches that you are encountering, and who has solved many of these situations that are perplexing you at this very moment. In my experience, combined with reading, analyzing, and researching, I have learned what people like. I have learned what it takes to get along with them. I have learned what is necessary to influence them to buy. I have learned also what it takes to keep them as friends. The Philosophy of Selling that I propose is not based on a bag of tricks, a few clever sales sentences, or any other bombastic subterfuge. It is based on wisdom. As you know, wisdom teaches us to make the wise use of things, words, and people. These three things constitute selling. Therefore, make it your business to study these three things and en- deavor to make a wise use of them in all of your activities as a salesman. They will teach you to sell anything. |
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