Rating

8

Qualities

  • Applicable

Recommendation

Every book on sales uses the core principles that Frank Bettger laid out in this classic manual in 1947. These principles remain an effective part of the repertoire of most successful sales professionals. Bettger shows his belief in Dale Carnegie’s putting-people-first tactics with his inspiring language, skilled storytelling and bedrock principles. While some of his syntax, especially the gender-specific pronoun use, is dated and the dollar amounts are small compared to today’s figures, getAbstract suggests that every salesperson should read and master this basic, practical guide.

Summary

Recipe for Sales Success

To sell well, learn to plan effectively. You may already have a sales schedule, but if it isn’t well-planned, it is probably ineffective. Planning removes anxiety about what you need to do and when. It helps you feel confident that you are working on your real priorities. The records you keep as you plan your activities and track your sales can be valuable instruments for improving your results. To garner more time for focused work, spend a few hours thinking and planning. Learn to use time effectively and you will have plenty of it. Taking a good public-speaking course also can boost yours sales. Seek a course where the instructor hears you speak and offers constructive criticism.

The true path to sales success is to find out what customers want and provide it. This is not a passive experience or something customers do for you. Actively look for whatever your customers desire and help them see its connection with your product. When they clearly see what they want, show them how to get it. Once you light the fire of desire, customers will want to pursue the steps you wish for them to take. When you learn how to discern what people really want...

About the Author

Frank Bettger (1888-1981) was a famous lecturer, the bestselling author of several books on sales and an associate of Dale Carnegie.


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