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Power Of Creative Selling
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Chapter 2 :
Your Place In Our Economy
Selling is not
a new art. It is as old as man himself. When
man
first began to exchange ideas he began to sell. Selling
has always been employed as a means of influencing someone
to do something. It has been demonstrated in the form of
exchanging ideas, products, plans, or services. However,
it was soon discovered that, in order to influence a man, it was
necessary to please him. If the man was pleased, he would listen and pay
attention to your story; otherwise, he paid no attention. Therefore,
in order to sell him, it was
necessary to
know how to please him.
Thus opened up an entirely new field for selling. To be
successful at this art it was necessary to know the characteristics
of the prospect. A study had to be made of his wants,
his needs, his hopes, his aspirations, and the many other hidden
attributes that controlled his desire to buy. In order
for the salesman to understand his prospect, he was compelled to turn the searchlight on himself. This was
not
all. It was necessary for the salesman to know everything
possible about his product, its history, its background,
and
the part it played in the life of the prospect. It was
essential
to analyze the markets to comprehend the possibilities of
the product, and the various uses in which it might be applied. The salesman had to uncover the unknown needs, and
to supply those needs, and to create markets that did not
exist before. He had to be able to sense
trends and to evaluate them in the light of reason and common sense.
The salesman is no longer an order taker with a worn-out
valise, a bag of tricks, a bundle of sales cliches, and a
stock
of stale stories. The salesman of today is a psychologist,
a
scientist, an analyst, and an artist, all rolled up in one.
He is
dealing with the greatest thing in life: the mind and its
ideas,
as applied to the continued development of our economy
and the distribution of its products.
The Need for Creative Selling
Creative selling holds a very definite place in our economy
today, and it is the only power that can keep our economy
strong, balanced, and capable of expanding to meet the new
situations and new conditions that are developing with lightning rapidity. These new situations and new conditions will
require new products and new services. Only the salesman can create the new
markets necessary for their success.
The men and women who sell are not only faced with a
responsibility, but with a definite challenge. They must
have
the daring and ability to create sales. They must stub
their toes, wake up,
shake off that state of lethargy, and arouse
that sleeping giant of creative power and positive action
hidden within themselves. They must
dare to think for themselves. They must rely on their
own creative power. With
faith and confidence,
engendered by positive thinking, they
can draw on their latent ability and practice and demonstrate
the power of creative selling to create sales that others may
think
impossible.
Salesmen who blaze new trails, open up new markets, pioneer new
products, and create sales are salesmen who
dare to sell things that have not been
sold before. While
others doubt, they go forward.
They think, they seek, they
ask, they search, and they find. They open new opportunities and
help to furnish employment to millions of people.
They have the challenge to dare, the incentive to
undertake,
and the urge to begin, and soon their ability is turned into
power that produces sales. They realize that "he who dares
to think" stands secure in the majesty of his own might,
and
enjoys the blessings of his own efforts.
Creative selling is a science and also an art. The science
teaches you what to do, and the art teaches you how to do
it. Creative selling is the ability and art of increasing
the
satisfaction of the prospect by convincing him that the
thing
he buys will best fulfill his needs and desires. In fact,
it is
creating a market that did not exist before.
How to Overcome Negative Thinking
Creative selling is an individual accomplishment. It em-
braces you and the power within you to think and create.
These qualities and attributes are individual, and no one
but you can develop them. Cut loose and free yourself from
all negative thinking, from all petty restrictions and all
pygmy notions and all corroded resistance. Negative thinking retards you and holds you back. Open up the channel to
positive thinking, and let the creative power flow through.
Cast out all your doubts and uncertainties. They are of no
value. Turn the power and dominion of positive thoughts on
all your doubts, worries, and dreads. Start to develop the
power of creative selling, and expect nothing but results.
Rejoice and be glad that you have the ability as well as the opportunity to
sell. It will be a thrilling experience to sell
and serve. You will find that you feel
like a new person.
You will feel like starting
anew every morning. What seemed
a burden
and a task will became an interesting and profitable adventure.
In the attributes of latent ability and creative power the
men and women who sell have undeveloped resources to
make the economy of this nation hum with unlimited prosperity, spin with increasing activity, and furnish more of
the good things of life to a greater number of people for
many, many years to come. With new and better products
coming into the market every day, and with new wants and
new needs being uncovered almost hourly, everyone who
sells or who prepares himself to sell has an unparalleled opportunity to partake of all the good things of life and
share in an
inexhaustible abundance. Opportunity is not only
knocking on your door, but it is
ringing the door bell, urging
you to avail yourself of the greatest aggregation of untapped wealth and prosperity
that this nation or any nation
has ever known. The
potentialities of selling are greater
today than ever before. Greater,
too, are the rewards of
selling.
How Courage Gives You Power
However, you have your own row to hoe; you have your
own life to live, and you have your own sales procedure to
follow. You have your own living to make, and I hope some
of the ideas expressed in this book will help you. Be courageous and put your creative power into action, and you can-not fail to be successful. Courage, you know, is a spark
from
heaven. It fills you with the faith to act, and this gives
you
the dynamic power to perform and to go ahead.
Man does not know how good he is until he begins to use
his courage. Courage is that quality that enables you to
encounter any situation with firmness. It makes you daring
and bold. It fills you with valor and the dauntless spirit to
conquer all adversities, overcome all obstacles, surmount
all
conditions, solve all problems, hurdle all hindrances, and
make you the master of your affairs. Courage will arouse
within you the very essence of creative power, and enable
you to make sales you never thought possible. You can in-
crease your sales production a hundredfold and keep our
economy prosperous and expanding. You can demonstrate
the power of creative selling as a vibrant reality.
How to Make
Your Effort Pay Off
Invested effort in selling is rewarded with success. "He
that loses his life shall find it." Therefore, harness your
forces, discipline your effort, measure your time, marshal
your energies, and concentrate your ability on selling.
Lose
yourself in the needs and wants of the prospect. Make his
interests your cause, and do not worry about results.
Before
you know it you will be cashing commission checks.Procrastination
is the thief of time." Indecision and postponement bring many delays and rob you of many valuable
sales. Are you bold? Are you determined? Are you really in
earnest? Take hold of yourself. Believe that you can sell
and
you will have the power to sell. Courage has genius, power,
and magic in it. Once you begin to use the positive power
of creative selling you will have all the vim, vigor,
vitality,
force, and power you need. You will get results.
Your
success and progress will
not only be fascinating and stimulating,
but they will be beyond your own
comprehension. Therefore, learn to be bold and courageous, but always remain
humble and know that every
ounce of effort you invest in
selling
will be justly rewarded and fully compensated.
The days ahead demand strong minds and understanding
hearts, fortified with unfailing integrity, enlivened with
creative ability, sustained with great tenacity, buttressed
with
courageous action, and embedded with true faith and with
ready hands.
As we travel along our way we take a lesson from an inscription written in letters of gold on one of the pillars
of
the main court of the great Wanamaker Store in Philadelphia. It was written by John Wanamaker, the founder.
"Let those who follow me build with the plumb of Honor,
the level of Truth, and the square of Integrity, Education,
Courtesy, and Mutuality."
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Power Of Creative Selling
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