Power Of Creative Selling

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Chapter 10 - The Philosophy Of Selling

WAS owing to wonder," said Aristotle, "that man first began to philosophize, wondering first about the problems that lie close at hand and then, little by little, advancing to the greater perplexities." Every man, on occasion, is a philosopher. You philosophize when you reflect on your sales activities, and the part that you are actually playing in the world. In my discussions of the Philosophy of Selling, I am not going to reach out into the realm of no man's land and attempt to deal with vague abstracts and perplexities. I will deal with philosophy as it effects you and your relationship to selling.

In order that you may have a more comprehensive understanding of how philosophy applies to selling, I shall define my terms. The word "philosophy" comes from the Greek "philo," to love, and "sophia," wisdom. Hence the word philosophy means the love of wisdom. In its true sense, it is only man thinking—thinking about how things affect him in general and in particular.

Someone has said that philosophy is common sense in a dress suit. Of course, common sense is very uncommon, and when it is applied it is usually labeled "wisdom." Wisdom is making wise use of things. What is the most important thing in selling as far as you are concerned? The answer is you.

The most important thing in selling is you. It is only proper and fitting to pause a moment and appraise you, by giving you a few estimations that may inspire you to greater achievement. Seldom do you appreciate what you are or what you are capable of doing. It must come from some outside source. You take yourself too much as a matter of fact. You have not taken time to take stock of yourself, to analyze your capacities, to realize fully your strength and power, to discover what a wonderful creature you are, and to uncover the latent powers and forces you possess.

Take Stock of Yourself

You forget that "Ye are the salt of the Earth." "Ye are the light of the World." You forget that you are the most wonderful thing that God ever created. You fail to remember that the mind and its ideas have dominion over the earth and all things on it, making you master. You must be reminded that it is you who can think, who can comprehend, who can co-ordinate, who can analyze and visualize, who can image and dramatize and see a completed thing from the blueprint. You merely take as a matter of course that it is you who invent, discover, and build the marvelous things around you. It is you who harness the forces of nature and turn those forces into light, power, and heat, to make the world comfortable. It is you who can mix ideas with natural resources and turn them into economic values, to be enjoyed by all. It is you who have the faith, the vision, the determination, and the courage to turn your creative ability into sales and to plant ideas that will not only enrich your life but make America a better nation and a better place in which to live.

You lose sight of yourself in the maze of things you create. You get lost among your own things. You must come out into the open and make yourself known. You must realize that, at this very moment, the hidden power within you is waiting for development. What it will yield, what it will produce, nobody knows, not even you. You will never know the unlimited resources at your command until you begin to dig into them. By searching, you will discover hidden powers and latent abilities that you never thought existed. By digging, you will uncover thoughts and ideas that will not only enrich your pocketbook, but also will fill your life with a fuller and deeper appreciation. By sifting, you will find an infinite variety of opportunities. A new world of untold wealth will be revealed to you—things you never dreamed of! You will have a fuller, richer, and more beautiful life.

A Philosophy of Selling

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 behavior, and this has given me an insight into their ambitions, aspirations, attitudes, likes, dislikes, wants, and desires. Combining 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 experience may give you a keener insight into your own power and ability. Maybe it will inspire and encourage you to develop more completely your hidden talent of creative selling. 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 endeavor to make a wise use of them in all of your activities as a salesman. They will teach you to sell anything.

The Importance of Wisdom

Wisdom in selling gives you a comprehensive knowledge of all things in their proper nature and relation, and the power of combining them in the most useful manner. Wisdom guides you, helps you to discriminate, and gives you the proper suggestions. It enables you to regulate and control your conduct in performing the act of selling. It is applying sense to selling at all times. In discussing the wisdom of selling, it is always wholesome and refreshing to refer to Solomon and his Proverbs. Proverbs 3:13 says: "Happy is the man that findeth wisdom, and the man that getteth understanding."

We all need wisdom, but in selling it is a most valuable asset. It enables you to get beyond the surface of superficial thinking. It qualifies you to get at the source of things, and that source is divine intelligence to guide and direct you. This is the source of creative selling, and by this token the possibilities of selling are as infinite as infinite intelligence and are limited only by your own thinking.

We also find in Luke 15:31, "Son, thou art ever with me, and all that I have is thine." As you read the Bible, you will find that it is overflowing with promises of God's inexhaustible good for His creation. One great promise is made to man. It is found in the Book of Psalms 36:7-8, and it reads:
"How excellent is thy loving kindness, Oh God; therefore the children of men put their trust under the shadow of thy wings. They shall be abundantly satisfied with the fatness of thy house; and thou shalt make them drink of the river of thy pleasures." The only way you can make use of these wonderful promises is by a conscious realization of your oneness with the divine power that creates them for you. God has promised you infinite possibilities, but those possibilities must be realized by you.

Then again, in Proverb 4:7: "Wisdom is the principal thing; therefore, get wisdom; and with all thy getting get understanding." Solomon was not talking through his hat. If he were a salesman in America today, there is no doubt that he would lead the selling force. Why? Because he would get at the root of selling. He would uncover and search out his own power of productive and creative thinking and he would apply these to selling. He would know that real creative selling is not shrieking and shouting his wares. He would not use some hackneyed selling phrases or bromidic cliches to bombard people into buying something against their will. On the other hand, he would know that creative selling is a science to inform the prospect of a product's specific value to meet a specific need. He would know that creative selling is an art that brings the prospect and the product together; an art that guides the prospect in buying that which he needs to give him complete satisfaction.

The Potentialities of Creative Selling

The power of creative selling is a definite means to create a demand for a product that did not exist before. The need of real creative selling is greater in America today than it has ever been before. Again, we might quote another Proverb: "Go to the ant, thou sluggard; consider her ways and be wise." It is high time for all salesmen to get wise and realize their great potentialities and their great possibilities.

Another valuable lesson to learn from the Philosophy of Selling is to make spiritual provisions. A salesman works very hard and diligently to make provision for his material comfort, but he needs more than material provisions: he needs spiritual provisions. From material provisions he nourishes his body; from spiritual provisions he inspires the mind and refreshes the soul, and this is most essential for a salesman. It helps him to form a broader concept of his value and worth to society. He gets rid of all selfishness and conceit. He develops sincerity and appreciation that make him at ease when talking to a prospect. It increases his love of life and the love of selling.

There are two qualities that always distinguish a salesman. The first one is trustworthiness. It pays to conduct your relationships on a purely ethical basis. Make the Golden Rule the basic principle on which to operate. Make yourself dependable and also indispensable.

The second quality is a deep appreciation of your prospect. The prospect is human and likes to be treated with respect and consideration. Therefore, develop an insatiable desire to serve him with the best that is in you.

Apply the Philosophy and Get Results

The Philosophy of Selling trains you to tend and mind your mental garden—to learn to cultivate the idea of living, loving, and sharing, and to develop all your good qualities. As the flowers in the flower garden need constant care and plenty of good soil in which to thrive, so do you need to watch your mental garden. You must uproot the poisonous weeds of selfishness, envy, cynicism, skepticism, jealousy, hatred, distortion, and resentment. These choke the good thoughts. You must learn to cultivate the pure intuitive thoughts of kindness, love, consideration, gratitude, and appreciation. There is no one in the world that God loves more than you, so pass this bit of information along to your neighbor. You will be surprised at the results it brings.

The world you can see and measure provides the physical comforts. The world you can neither measure nor see the one you must image and feel—makes provision for understanding, mental enlightenment, and spiritual discernment. You can perceive one with your eyes, but you must perceive the other with thought.

When you study something like wisdom, which enlightens spiritually, you seldom grow tired of it. As you wonder with it, muse upon it, reflect upon it, dream upon it, it seems to enlarge your vision and puts you in tune with the infinite. It enables you to direct all your activities in perfect harmony and unity, and supplies intellectual nourishment that brings not only enlightenment, but also peace of mind. It seems that when you embark on a voyage of thought you give your activity an exalted meaning and your job as a salesman a broader understanding. And you return with a cargo not only laden with gold and material provision, but with a reward of genuine satisfaction.

And thus you can realize the value of wisdom and its application to selling. It enables you to practice the virtues of life. It is a beacon to illuminate your intelligence; it is a diadem to place upon your head. Wisdom makes you earnest,
eager, and zestful. Victor Hugo says: "Wisdom is the health of the soul." Socrates says: "Wisdom adorns riches and shadows poverty." Aristotle says: "Wisdom is man's best friend." The salesman who practices truth and wisdom in his selling activities can gather honey from even a weed.

Thus the Philosophy of Selling teaches a salesman to live every day fully and completely, and this keeps his mind free from worry and a host of mental vagabonds. It teaches him to take everything in his stride.

Therefore, the Philosophy of Selling teaches you not to grieve or worry about the things you do not have, but to rejoice and be exceedingly glad about the qualities you do have. By wisdom sales are made, and wealth is won. As you begin to unfold your power to do creative selling, remember with appreciation, one of the most famous verses in the Bible, Corinthians 2:9: "But it is written, eye hath not seen, nor ear heard, neither have entered into the heart of men, the things which God hath prepared for them that love Him."

Personal and Financial Profit Await You

The Philosophy of Selling helps you to apply the power of creative selling and raises you above the pattern of your own make. It helps you to examine and appraise the characteristics of people and the principles of human nature and conduct, and also teaches you to be flexible and forgiving. It disciplines you to regulate, guide, and control your own conduct to meet all the vicissitudes of life with poise and calmness. It teaches you to control your actions and improve
your relationships with others. It helps you to form an integrated and consistent personal attitude towards all phases of life. It teaches you how to acquire sound knowledge and how to make wise use of it. It helps you analyze a condition or circumstance and to reason in logical sequence. You can shine with a radiance that compares to the sun.

Always remember that when you are selling a good product that is of benefit to the prospect, nothing can thwart you, nothing can hinder you, nothing can impede you, and nothing can stop you. You have the green light with you. You have the great creative force within you now, where you are, ready to go to work for you. Put it in action and go ahead. Lose yourself in the service of others, and you will prove the adage that "he profits most who serves best."

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Power Of Creative Selling

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