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Not many years ago, the Law of Averages put me on the spot and gave me an ample opportunity to test the validity of its application. I was making 1800 calls over the telephone and not getting a bite. Was I dismayed? Was I frustrated? Was I discouraged? Not in the least. I was exposing an idea in the form of a Sales Plan portraying the benefits of life insurance. I was putting into operation the Law of Averages. I knew that this law could not fail. Operating on this prin- ciple, there was no occasion for doubt. I knew that results were certain. What happened? Within a few days, I struck the jackpot. The last few calls paid off. It rained business. Did the Law of Averages pay off? In less than one month I received more than 2 dollars for every telephone call made. In addition, I received a bonus of at least that much more. In the field of selling, the Law of Averages is exacting as to the amount of calls necessary for a sale. It certainly re- LAW OF AVERAGES CAN DOUBLE SALES 101 quires that you plant ideas, but it does not prescribe the method to use. In fact, the Law of Averages is absolutely indifferent as to the method you employ to put it in opera- tion. In my experience in selling, I have often used the tele- phone. I find that the telephone method is the quickest, the most practical, the most efficient, the most feasible, and the most scientific method of carrying an idea to the greatest number of people in the shortest period of time. It is the quickest and most direct means of exposing an idea in a personalized way and, therefore, fulfilling the requirements necessary for the Law of Averages to operate. In applying the Law of Averages in the field of selling, it is absolutely necessary to determine the result you desire. The Law of Averages does not know the objective you de- sire until the decision is made. Once a decision is reached, the law goes into operation to fulfill it. The number of times you expose an idea about a product or service is the number that determines how often the exposure of that idea will reward you. If you sell, put a definite cash value on each call. If you work on a salary, put a definite estimate of the number of calls you want to make to consummate a sale. Keep a record, and watch the Law of Averages operate. In my own experience, I have placed a value of 2 dollars on each telephone call and also a value of 5 dollars on each call I make in person. Therefore, if I make 50 telephone calls in one day over the telephone, or if I make 20 calls in person, I know I have earned 100 dollars. To illustrate this fact, it will be of interest to you to know that in June of 1947, I purposely tested the Law of Averages on the tele- phone basis. Six months later I found I had made 3000 tele- phone calls, and the Law of Averages paid me not only 2 dollars for each call, but again rewarded me with a sub- stantial bonus. You may ask, "How about competition?" In all my years 102 LAW OF AVERAGES CAN DOUBLE SALES of selling I have never given the subject of competition any thought or consideration. I have been so busily engaged putting the Law of Averages in operation, and availing my- self of the opportunities and rewards it afforded me, that I never had time to devote to the subject of competition. Many men have asked me how I could sell so well making a cold canvass. My reply was that the Law of Averages knows no cold canvass. It deals only with a hot one. You may also ask, "Does the Law of Averages work among strangers?" Does the sun know any strangers? The Law of Averages knows no strangers, and once it is put in operation it works like a magnet. It attracts and draws to it the thing you desire. Remember the "Parable of the Sower," and al- ways rely upon good seed. The value and advantage of the product or service, and what they mean to the prospect, are the seeds you sow. Exposing ideas built into a sales plan and transmitting them with absolute faith and certainty to a number of prospects puts the Law of Averages in operation. Are reactions to ideas predictable? Yes, there is nothing more certain to predict than the reaction you will get when you present a number of people with a certain definite idea. Positive action gets a reaction. This reaction will be favor- able or unfavorable. If it is favorable, you act upon it quickly. If it is unfavorable, you forget it. |
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