About the book

This book was first published in 1947. The reading experience is like von Clausewitzs "On War". The similarity with the two books comes from the pioneering spirit. The books are novel and universal at the same time. Those are also like a wayback machines. You can sense things that have changed forever. For example the timeless way of doing business between people from the days of Bettger. Or the manners that people endorsed those days.

Bettger's book is like a handbook of a salesmen. Or let's say THE handbook of a salesman. Most of his findings are still here. Maybe today many of his insights are already common understanding, but most probably this was not the case in 1947 or at least not widely known.

How was the book?

I enjoyed reading this Bettgers book, because he believed in the power of enthusiasm. He used his will of power to change conditions and was enthusiastic about selling. According to him the biggest factor of success in sales is being enthusiastic about selling.

Secondly he started to deploy a sales funnel ideology and metrics in his daily operations. The method was simple. He calculated how many sales calls he made, how many of those turned into a meeting and into a closed deal and most importantly what was the actual revenue.

Thirdly Bettger also analyze what is the odds of getting a deal between first and third sales call. By the way his statistics showed that the first and second sales call contributed 93 % of all the deals. Of course sales is art of being enthusiastic, but when you combine it with metrics and analysis - boom! - money keeps litterally pouring in.

He even wrote a kind of poem about making deals. We could call it the Sales Call Poem:

You can't collect your commission until you make the sale;

You can't make the sale 'til you write the order;

You can't write the order 'til you have an interview (sales meeting);

And you can't have an interview 'til you make the call!

Last, but not least. He also had an "self-organization day" every Friday morning. It meant that he planned and booked his sales calls with his clients for the coming week or weeks. That way he used to worry about next week's meetings only once a week.  

What are the key learnings?

11 basic principles in making that sales:

·        Make appointments

·        Be prepared

·        What is the key issue

·        Key Word Notes

·        Ask questions

·        Explode dynamite!

·        Arouse fear

·        Create confidence

·        Express honest appreciation of your listener's ability

·        Assume a close

·        Put YOU in the interview (sales meeting)

Take enough time to think and plan. The rest is all about execution. Dedicate time to plan your activities. IBM had during Bettger's days a so called "Weekly Work Sheet". That was designed as a planning tool for salesmen. They used the "Weekly Work Sheet" to fill in his future sales meetings. Bettger used it also to schedule every hour for week the in advance.

Book an hour from every morning or evening for reading and studying. That was Bettger's "Six-O'clock Club". He dedicated time for development.

Bettger had also his question method. Six things you can gain by the question method - Why don't you ask?

1) Helps you to avoid arguments

2) Helps you to avoid talking too much

3) Enables you to help the other fellow recognize what he wants

4) Helps to crystallize the other person's thinking

5) Helps you find the most vulnerable point with which to close the sale - the key issue.

6) Gives the other person a feeling of importance

Find out what the other fellow wants and help him to get it. This is "the most important secret of salesmanship." The most important word in selling is "why". Helps you to remember the importance of being a good listener.

Last, but not least. Bettger had his six ways to win and hold the confidence of others.

1) Deserve confidence

2) Know your business and keep on knowing your business

3) Praise your competitors

4) Bring on your witnesses

5) Look your best

6) Never exaggerate

How should we change according to the book?

Four simple things:

1) A salesman cannot know too much but he can talk too much!

2) Smile when you make sales calls.

3) First sell the appointment and then sell your product.

4) Never forget a customer; never let a customer forget you!

What should I personally do?

Benjamin Franklin's thirteen subject a la Frank Bettger (see page 186-187).

Summary

The book in six words - The most important word in selling is "why".