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A successful salesman always wins, even in his thoughts and dreams. It’s a lifestyle. Winning may not be that you made a sale, but that you delivered value and your customer left more assured than ever, and satisfied. That’s the most important virtue in selling.

I was studying about a man who was a failure at almost everything he did, from a career in baseball to salesmanship in furniture and insurance policies.

The story of Franklin Bettger is an amazing story of someone who rose from utter failure to overwhelming success in just a few years-and the simple secrets he used to do it. A failure as a life insurance salesman at the age of twenty-nine, Frank Bettger became in the following years one of America’s outstanding successes. I have outlined below, the principles of selling as he applied them in his daily experiences, that made him one of the greatest salesmen in America. You can use them too, to be better at selling, or anything else you are involved in.

Bettger, had learned the timeless principles that President Benjamin Franklin followed to seek moral perfection as a young man. He intuitively modified Ben Franklin’s personal 13 virtues of character development, into 13 principles that would make a huge success out of him in the selling business. Here are the 13 principles that enabled Bettger to rise from being an unsuccessful professional baseball player to the point where he was acknowledged to be one of the great salesmen of his day- a sales expert.

***[My interpretation in brackets]***

**#1 – Enthusiasm**
If you don’t FEEL enthusiastic, ACT enthusiastic. Soon, you’ll BE enthusiastic. Double your enthusiasm and you’ll probably double your income.* **[Pump yourself up first with enthusiasm, and your customers will be pumped]***

**#2 – Order (self-organization)**
Set aside time to plan how you will spend your time. Think about what’s most important. Then do those things first. ***[Excellent time management can make you celebrate Christmas in August]***

**#3 – Think in terms of others’ interests**
Find out what your prospect wants. Show him or her how to get it. ***[Add value always]***

**#4 – Questions**
Questions get you further than comments. Let your prospect talk while you discover his or her wants. ***[The more relevant information you get, the more likely you are not to miss the mark] ***

**#5 – Key issue**
Find the prospect’s basic need or main interest. Then focus solely on it! Ask “why” and “in addition to that” to discover the key issue. ***[Set your eyes on the goal. Let other benefits be your jara] ***

**#6 – Silence (listen)**
Good listening works magic in selling. Listen intently intentionally! ***[Effective listening offers you many benefits, and encourages the speaker to feel valued as well]***

**#7 – Sincerity (deserve confidence)
**If you don’t believe in what you’re selling, neither will your prospect. Give your prospect the service you would want. ***[Understand and believe in yourself first, then in your company and then in your product – preach it because you believe in it]***

**#8 – Knowledge of my business**
Keep your mind young by continuing to learn about your business. ***[The world is not static; don’t be in the dark, know the trends]***

**#9 – Appreciation and praise**
Show people you believe in them and expect great things. Don’t go overboard – just give them your honest appraisal. ***[Appreciation begets more blessings; more sales]***

**#10 – Smile (happiness)**
Smile your best smile at everyone you see. Think about all the things you have to be thankful for … and smile. The world will smile with you. ***[A smile is a wonderful, contagious thing. Put a smile on someone’s face everyday]***

**#11 – Remember names and faces**
Take a mental photograph of the person’s name. Repeat it immediately in the conversation and then silently to yourself. Associate his or her name and profession. ***[Develop your memory intentionally in this area. There is no substitute]***

**#12 – Service and prospecting**
Take care of them and they will take care of you. Follow-up on all leads immediately. Set up for your next contact on this contact.** *[This is a man on a mission. Never break connection or communication lines. Make the next appointment during this appointment – check back, supply more information, make the delivery – don’t break connection]***

**#13 – Closing the sale (action)**
Proceed through the sales process – Attention, Interest, Desire, Close. Conclude your presentation with the magical question, “How do you like it?” Welcome objections. Don’t be afraid to ask for the money. ***[Ask for the deal!]***

These are workable principles that will not only improve your personality, but can help double your income. Deliberately invest in the quality of your personality*. *

***An investment in knowledge pays the best interest. Read, read, read and stay informed.***

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