The Key to More Sales

The prospect never judges you by what you do not say; he judges you by what you do say. If you can speak well, he will pay you. Your Sales Plan may be "old stuff" to you, but it is always "new stuff" to him. It is like a master key: it will unlock many different doors, and usher you into many prof- itable sales situations.

I have given my Sales Plan on life insurance thousands of times. I get as much fun and pleasure out of it today as ever. It is just as effective in selling life insurance today as it was 30 years ago when I first used it. I believe and feel every word of it. This firm faith and unfaltering trust sustains and stimulates me with fresh interest, new energy, keen zest, and

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unfailing confidence. It is only by mastering your work that you learn to love it.

Some think that memorizing a Sales Plan makes the sales- man very mechanical. This is not so. My long experience in selling with excellent results proves the notion to be false. I have always used a prepared Sales Plan. It is a definite plan of action. It is an appreciation of the prospect's time and intelligence. You know what you are going to say and how you are going to say it. You do not mumble, you do not ramble, and you do not stumble. You speak with command. Instead of making you mechanical, it makes you positive and vital. It gives you self-confidence and an air of assurance. Instead of making you shy and hesitating, it makes you dynamic, bold, and courageous. Your sales approach loses its mechanical aspect. It becomes a living force.

Have you ever seen Maurice Evans on the legitimate stage in Shakespeare's

Richard II?

In this play, Maurice Evans takes the part of a self-centered, overbearing, tyrannical, domineering, high-strung, and ill-tempered king. You can see and feel Richard II. Evans makes him live; you feel his very presence.

Every word Mr. Evans says in that play has not only been memorized, but it has been thought out and actually re- vitalized. Mr. Evans is the living means through which King Richard II lives his life over again.