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Bettger Series

Bettger Series

Bettger 13-Week Series

Week #13 - Closing The Sale:Action

Closing the Sale: Action

The ability to persuade and close sales is still the most important factor in any advisor's career. The fundamental principle of the close is that you must be persuasive and tell your prospect that you want him or her to act now on your recommendation. If you hesitate in doing this -- if you hold back, if you are timid, if you are vague -- you may have many pleasant interviews each week, but you will seldom have any sales. Nothing is more important during this part of the selling process than your confidence, born of thorough preparation. You must have a strategy for closing.

We teach the following five-step strategy for closing:

•  Step 1 - Owner Benefits. Make summary statements regarding owner benefits. "We feel, and we think you'll agree, Bill, we have ..." "First, this plan ..." "Second, our plan provides ..." "Finally, the plan provides ..."

•  Step 2 - Final Look. Place the proposal in front of your prospect and ask him/her to give it a final look. Listen and watch for opportunities to encourage and reinforce your prospect's realizations regarding various facets of your plan's owner benefits.

•  Step 3 - Strategic Move. Ask two questions with the first being a controlled question. By that, we mean the response you'll receive is predictable, one that almost invariably gets a favorable response. "How do you like the work we've done and the plan we've personalized to you and your family?" (Record name of plan on application.) "Secondly, are you comfortable with the amount based on your current budget and the dollar range you suggested we work with?" (Record amount on application.) You'll often meet some resistance in asking about the amount. However, you have positioned yourself to close the sale when you received a favorable response to your plan. The important attitude to develop and maintain is that the sale must be closed; it seldom closes itself.

•  Step 4 - Prospect's Idea. After you record the amount on the application, move to secure consent on a minor question. This gives prospects control of the idea to take action on your recommendation. You can say: "Bill, would you prefer to handle the premium annually or on our monthly check-o-matic?" People love to buy but are reluctant to be sold.

•  Step 5 - App with Check. After the question regarding how the prospect wants to handle the premium, you move ahead with this statement: "Bill, I need your check for $1,027 made payable to (company)." Next in importance to the early minutes of the initial contact is the time when you ask for the check for the initial premium. This should be done in a very matter- of-fact manner. Once you get the check, you are properly positioned to complete the application in its entirety. You get the check, then fill out the app.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Closing the Sale: Action

•  Your confidence born of preparation is the key. 
•  The sale must be closed; it seldom closes itself. 
•  Step 1 - Owner Benefits 
•  Step 2 - Final Look 
•  Step 3 - Strategic Move 
•  Step 4 - Prospect's Idea 
•  Step 5 - App with Check

Master your closing strategy


Week #12 - Service and Prospecting

Service and Prospecting

Serve what you sell. Clients want consistent service from start to finish. Make certain your prospects get more in the way of service from you than they expect. Make certain they get more than they pay for. Make certain they get more from you in the way of service and information than they can possibly get from your competitors.

The key to your success is recognizing that most of your time must be spent prospecting and arranging interviews so that you show contracts and proposals to people who can and will buy from you. They will buy from you because you arrange to get in front of them and they like you and the manner in which you sell.

The importance of prospecting and its contribution to your success cannot be overrated. An important sale you make is the one you make to yourself relative to being and staying prospect-minded. Professional Advisors regard their prospect file in the same light as they regard their personal bank account; they know that they must make regular deposits to offset withdrawals. If they fail to do this, they will be going bankrupt with their prospect account.

Where will you find these "new deposits"? There are numerous sources of prospects. We will discuss the major sources relevant to selling at MDRT levels. The "bottom line" prospecting goal is to develop Qualified Leads who can be seen under favorable conditions. If you are to achieve superior results, prospecting must become as natural as breathing. It will, if you conscientiously and consistently do these two things:

•  Pay Attention. Successful Advisors observe. Keep your eyes and ears open. Do more than just look, see something. Do more than listen, hear something. Make notes. Develop an alertness and a probing, inquisitive attitude.

•  Maintain an up-to-date "reservoir-building" file. Here's where you organize prospect data and other important follow-up information. The primary purpose of such a file is to provide you a system for bringing names of Qualified Leads to your attention at a time when it's best to make contact with them.

This should not be a "hope chest." It's not a sign of success to have a bulging file of "dead wood." The only "reservoir-building" file that works is one containing bona fide Qualified Leads -- individuals who will appreciate the kind of work you do and the plans and services you offer.

It's trite to say, but it's still true, prospecting is the lifeblood of our business. You can call it what you want -- target marketing, networking, relationship marketing -- however you address it, it still comes out the same -- it's the gathering of qualified names with proper introductions and endorsements.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Service and Prospecting

•  Serve what you sell.

•  Pay attention.

•  Maintain an up-to-date "reservoir-building" file.


Week #11 - Remember Names and Faces

Remember Names and Faces

Frank Bettger shared these three rules for remembering names and faces:

1. Impression; 
2. Repetition; and 
3. Association.

Think of them as IRA.

Rule #1 - Impression. The first thing to do is forget yourself, and concentrate as hard as you can on the other person's face and name. This will help you overcome self-consciousness when meeting strangers.

Psychologists tell us that most of our memory troubles are really not memory troubles at all; they are observation troubles. We will observe a person's face pretty well, but many times fail completely in getting the name. We either don't listen or are unable to hear the name clearly. If you don't hear it, simply ask the person to repeat it.

Rule #2 - Repetition. Do you ever forget a person's name within ten seconds after being introduced?

•  Try repeating the name several times in the early minutes of your conversation with the person. "It's nice to meet you, Sue." "Sue, allow me to introduce, John." "We are so glad you could be here today, Sue." You get the idea. 
•  Use your own name in the conversation. This is helpful to others for remembering yours. 
•  After you leave a new acquaintance, write the name down. Seeing it will help recall it. 
•  When you are introduced to a group of people, try forming a sentence or two in your mind using the names. 
•  To avoid forgetting names when introducing people in a group, don't be over anxious, make it a practice to greet people by their name, and if possible, take time beforehand to become familiar with the names.

The real secret to repetition is: repetition at intervals. Make a list of people you want to remember, or anything you want to remember, and go over it briefly just before going to sleep, first thing in the morning, the next day, again next week.

Rule #3 - Association. Now, how can you retain what you want to remember? Association is undoubtedly the most important single factor. Associate the person's name with an event, an action or something it sounds like.

To help others remember your name, supply the association for them. When introducing himself, Frank Bettger would say, "I'm Frank Bettger, then he would repeat his name, with a grin, "Pronounced like 'Bet- cher life!' Bettger." If it was a business introduction he would say: "Like 'Bet-cher Life Insurance' . . . Bettger."

Follow these three rules this week and see what a difference they make.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Remember Names and Faces

Follow the IRA rules: 
•  Impression: Get a clear impression of a person's name and face. Forget yourself and concentrate on the other individual. 
•  Repetition: Repeat the person's name at short intervals, especially in the early minutes of your conversation. Write it down once you leave the meeting. Review names of people you want to remember at regular intervals. 
•  Association: Associate the name with an action picture. If possible, include the person's business.

Help others remember your name by providing an association for them!


Week #10 - Smile Happiness

Smile -- Happiness 

Would you like to be welcomed wherever you go? Did you know that the voice with a smile almost always wins?

Soon after Frank Bettger started selling, he discovered that a worried, sour expression brought results that were just about infallible - an unwelcoming audience and failure.

It didn't take him long to realize that he had a serious handicap to overcome. It meant a complete change in his outlook on life. Here is the method he tried. It began to show results immediately in his home, socially, and in business.

Every morning for 15 minutes he determined to cultivate a big, happy smile, just for that 15 minutes. Bettger soon discovered, however, that it couldn't be an insincere, commercialized smile, developed just for the purpose of putting dollars in his pocket. It had to be an honest-to-goodness smile from down deep inside, an outward expression of happiness from within!

It wasn't easy at first, but he kept at it. Bettger made it a practice before going in to see prospects to stand outside their office and think of all the good things he had to say and offer. As a result, he was always smiling when he walked through the door. It made an impact on the people on the other side of the door -- they smiled back!

As you begin to develop a voice with a smile, consider the following:

1. Research indicates that feelings follow action. Put this theory to the test: Practice smiling and see what follows.

2. Studies have been conducted for years by telephone and advertising companies that show the voice with a smile wins. Even in our high-tech culture, it still matters greatly about the voice on the other end of the line. Companies spend millions to have just the right voice on their automated systems.

3. Smiling can be the start to cultivating happiness. We begin to expect good things to happen and most of the time, they do.

Frank Bettger discovered that he could cultivate happiness with a smile. He practiced smiling with his children, his wife and his business associates.

This is our challenge this week: Start developing a voice with a smile by picking up the phone to set that next appointment - AND SMILE. The voice with a smile almost always wins.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Smile -- Happiness

Be welcomed wherever you go - start cultivating happiness with your smile. 
•  The voice with a smile almost always wins. 
•  Practice smiling 15 minutes in the morning. 
•  Smile before going into prospects' offices. 
•  Smile at your children. 
•  Smile at your spouse. 
•  Feelings follow actions - see what feelings begin to follow after one week of practicing smiling.

What do your prospects hear and feel on the other end of the line?


Week #9 - Appreciation and Praise

Appreciation and Praise

Showing appreciation is a mark of a true professional. Start looking for ways in which you can show genuine appreciation. You have, of course, some natural times when you should always do this:

1. Express appreciation for new business. This is usually automatic. Be sure your clients know you appreciate doing business with them.

2. Give appreciation to those who assist you. Try sending a note to a prospect's/client's assistant. Assistants can be most helpful to you in building a relationship.

3. Always express appreciation for an interview. Even if a prospect doesn't buy, sincerely thanking them for granting you an interview is one of the best ways to make an impression and keep the prospect's mind open to your proposition at a future date.

4. Show appreciation through your manners and actions. Let the buyer know where you can be reached whenever you are needed. Return telephone calls promptly.

5. Give thanks for referrals. Always express appreciation to those customers who refer business to you. Report back to them on your results.

6. Send prospects to your customers. If your customers are also in business, send them prospects or supply them with leads.

7. When the subject of one of your competitors comes up, there is only one way to handle it: PRAISE YOUR COMPETITOR. This requires knowing your competition well enough to be able to praise them. Being knowledgeable about your competitors allows you to praise them. This doesn't necessarily get you a sale. However, your prospect will be more likely to accept information about your company as accurate. Never criticize your competition.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Appreciation and Praise

Opportunities to show appreciation:

•  New Business. 
•  Assistants and others who help me. 
•  Interviews. 
•  Return phone calls promptly. 
•  Referrals/report back. 
•  Send prospects/clients business or leads.

Know my competitors well enough to praise them.


Week #8 - Knowledge of My Business

To have confidence in yourself, and win and hold the confidence of others, an essential rule is: Know your business . . . and keep on knowing your business!

Periodically you must step back and look at yourself. 
•  Are you satisfied with the human being you're becoming? 
•  How are you doing in your business? 
•  Are you moving forward? 
•  Are you getting better? 
•  Are your sales increasing? 
•  Are you using your time effectively?

It's for these reasons you need a personal Research and Development Department. You must have a library of sales support material you can use and refer to in order to make yourself a better sales rep, to keep you current on your products and sharp on new selling techniques. Read, attend educational seminars, take advantage of home office resources, participate in company and industry conferences.

Good sales reps are those who have confidence in themselves and their abilities. Great sales reps are those whose clients have confidence in them and their abilities.

Professionals know they are good, and they know why they are good. Consistently, they work at becoming better.

All of us are aware of tragic school dropouts. But salespeople "drop out" too! It's unfortunate but true that for many, there comes a time when they literally "drop out." They stop learning. They stop growing. They stop getting better. It's at this precise point they compromise what they will become as sales reps and as human beings. They expect their companies to grow and get better. But all too often, sales reps make the assumption that they are good enough to meet the challenge and change of the future without improving themselves.

Remind yourself to keep growing. Keep learning and studying. Keep records to monitor and measure your performance. Maintain a personal Research and Development Department that keeps you up-to-date - one that keeps your sales success "above the crowd" that is not interested in gaining more knowledge and becoming better.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Know My Business

•  Great sales reps are those whose clients have confidence in them and their abilities. 
•  Keep growing. 
•  Keep learning and studying. 
•  Keep records of my performance. 
•  Know my business -- keep knowing my business. 
•  Keep getting better and better.

Knowing my business is an investment of time and money that will result in the confidence of my prospects and clients.


Week #7 - Deserve Self-Confidence

Sincerity: Deserve Confidence 

Warren Buffett, the well-known investor, has three qualifications for judging his investment opportunities. He never invests with anyone he doesn't trust, respect and like - regardless of how good the numbers look.

How many times have you heard it said, "When all things are equal, prospects have a strong tendency to buy from individuals they trust and like best"? This is easily understood. The interesting thing is this - in this age of relationship marketing, should things not be equal, prospects show the same tendency. Like Mr. Buffett, they still tend to buy from salespeople they trust, respect and like. They buy from people who deserve their confidence.

How can you deserve the confidence of others? 

•  Be completely honest. The real test is: Do you believe it, not will the other person believe it? 
•  Be sincere. We talked about listening last week. Practicing the art of listening demonstrates sincerity, which builds trust. 
•  Be prepared. When you make a presentation to a prospect, it must reveal your preparation. This gains the prospect's confidence. 
•  Look your best. As the old saying goes, "You never get a second chance to make a good first impression." Looking your best will help you feel more confident and your prospects will sense it.

Frank Bettger carried this clipping written by George Matthew Adams with him until he had made it a part of who he was.

The wisest and best salesman is always the one who bluntly tells the truth. He looks his prospective customer in the eye and tells his story. That is always impressive. And if he does not sell the first time, he leaves a trail of trust behind. A customer, as a rule, cannot be fooled a second time by some shady or clever talk that does not square with the truth. Not the best talker wins the sale - but the most honest talker . . . there is something in the look of the eye, the arrangement of words, the spirit of a salesman that immediately compels trust or distrust . . . being bluntly honest is always safe and best. 

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Deserve Confidence

•  All things being equal or not equal, people buy from salespeople they trust, respect, and like. 
•  Always be honest. 
•  Be sincere. 
•  Be prepared. 
•  Look your best. 
•  If you do not sell someone the first time, leave a trail of trust behind.

If you want others to have confidence in you and your recommendations, you must first deserve confidence.


Week #6 - The Art of Listening

The Forgotten Art that is Magic in Selling 

Be a good listener. Show people you are sincerely interested in what they are saying; give them all the eager attention and appreciation that they crave and are so hungry for, but seldom get. It is one of the most important principles of the formula for success in selling.

Yes, listening is magic in selling!

A few days after Frank Bettger made his first large sale ($250,000) he obtained a letter of introduction from a friend of his to the young president of a firm of building engineers who were then erecting several important projects. It was one of the most promising organizations in Philadelphia at the time.

The young president read the letter of introduction at a glance, and said: "If it's insurance you want to talk about, I'm not interested. I just bought more insurance about a month ago."

There was something so final in his manner, Bettger felt as though it would be fatal to be persistent. However, he was sincere in wanting to know this man better, so he ventured one question:

"Mr. Allen, how did you ever happen to get started in the building construction business?"

Bettger listened for three hours.

Finally, Mr. Allen's secretary came in with some checks for him to sign. As she left, the young executive looked up at Frank Bettger but said nothing. Bettger looked back at him in silence.

"What do you want me to do?" he asked.

"I want you to answer a few questions," Bettger replied.

Bettger left there knowing exactly what was in this young man's mind - his hopes, ambitions, objectives. Once during the interview Mr. Allen said, "I don't know why I'm telling you all these things. You know more now than I've ever told anybody - even my wife!"

Bettger felt that Mr. Allen had discovered things that day he didn't know himself, things that had never definitely crystallized in his own mind.

Frank Bettger thanked him for his confidence and told him he was going to give some thought and study to the information he had given him. Two weeks later, he presented a plan to Mr. Allen and his two associates for the perpetuation and protection of their business. It was Christmas Eve. Bettger left that company's office at four o'clock that afternoon with signed orders for $100,000 insurance on the life of the president; $100,000 on the vice president; and $25,000 on the secretary-treasurer.

That was the beginning of a close personal friendship between Frank Bettger and these men. During the following ten years, he did almost a million dollars in business with them. Never once did he feel that he'd sold them anything. They always bought. Instead of trying to give them the impression that he had all the answers, he made them give him the answers, largely by asking questions and then listening. Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


The Art of Listening

•  Look people straight in the eyes when they are talking. 
•  Give them your undivided attention. This communicates that you think what they have to say is important. 
•  Listen to what people are actually saying. 
•  When you really listen, it makes your use of questions more productive; you will uncover what they are not saying. 
•  When you uncover what they are not saying, you have helped them discover what they needed to say, but didn't know how.

This is the magic of listening in selling.


Week #5 - The Key Issue

How can you get at the key issue? Encourage your prospects to talk. As soon as they give you four or five reasons why they won't buy, and you try to argue each one, you aren't going to sell them.

If you just get them to keep on talking, they will help you sell them. Why? Because they will pick out of these four or five things, the one thing that is the most important, and stick to it.

Sometimes, you don't have to say a word. When they get through, come back to that one point. Usually, that's the true one.

The most effective method we know for uncovering the true objection is to use these two questions:

1. Why? and 2. In addition to that, isn't there . . .?

You might want to keep a record of objections raised by prospects, noting how often the initial objection is the real objection. You'll get better at determining which objections are the real ones and which objections just sound good.

Look at this illustration taken from Bettger's, How I Raised Myself from Failure to Success in Selling.

While attending a national sales convention, Frank Bettger heard William G. Power, a public relations executive of the Chevrolet Motor Company tell this story:

"I was about to buy a home in Detroit. I called in a real estate man. He was one of the smartest salespeople I have ever met. He listened as I talked, and after a while found out that, all my life, I had wanted to own a tree. He drove me about twelve miles from Detroit and into the backyard of a house in a nicely wooded section. He said, 'Look at those gorgeous trees, eighteen of them!' 
  "I looked at those trees; I admired them, and asked him the price of the house. He said, 'X dollars.' 
  "I said, 'Get out your pencil and sharpen it.' He wouldn't shade the price a nickel. 'What are you talking about?' I said. 'I can buy a house just like that for less money.' 
  "He said: 'If you can, more power to you, but look at those trees -- one . . . two . . . three . . . four. . .' 
  "Each time I talked price, he counted those trees. He sold me the eighteen trees -- and threw in the house! 
  "That is salesmanship. He listened until he found out what I wanted, and then sold it to me."

Once you've identified the key issue, target it! Never try to cover too many points; don't obscure the main issue. Target the bulls-eye!

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


The Key Issue

•  Find the basic need. 
•  Find the main point of interest. 
•  Find the most vulnerable spot. 
•  Use "Why?" 
•  Use "In addition to that . . ."

When you identify the key issue -- stick to it!


Week #4 - Ask Questions

Ask questions. You can do two things with a question:

1. Let prospects know what you think. 
2. You can at the same time pay them the compliment of asking their opinion.

A sale is not made in your mind, but in the mind of your prospect. Every word, every question, every gesture you make during your first face-to-face meeting should have only one objective: assisting the prospect in discovering a need.

The best way to get your prospects to think and recognize a need is to ask questions - relevant questions. In many cases, it's the only way you will get prospects to think and become interested in evaluating a possible solution to meet their need.

People do not buy something unless they feel it is in their interest and benefit to do so. The "interest" may be on the part of themselves, their family, their company, their charity or their community. The point to remember is that probing questions provide you with pertinent information.

One of the surest ways to increase your selling effectiveness is to learn more about what your prospects want. Strategic questions develop this kind of information.

Stating your ideas in the form of questions shows prospects how you feel about what they should do, but at the same time, they remain in the buyer's seat.

Cultivate the art of asking questions.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Six Things You Can Gain Using the Question Method

•  Helps you avoid arguments. 
•  Helps you avoid talking too much. 
•  Enables you to help prospects recognize what they want. Then, you can help them decide how to get it. 
•  Helps crystallize prospects' thinking. The idea becomes theirs. 
•  Helps you find the most vulnerable point with which to close the sale - the key issue. 
•  Gives people a feeling of importance. When you show that you respect their opinion, they are more likely to respect yours.


Week #3 - Think In Terms of Others' Interests

Think in terms of others' interests. That's the third area of concentration in our thirteen-week course in self-improvement, following Benjamin Franklin's method.

Here's an illustration from Bettger's, How I Raised Myself From Failure to Success in Selling, which drives home the point.

One night one of the main buildings of Wooster University burned to the ground. Two days later, Louis E. Holden, the young President of the University, went to see Andrew Carnegie.

Coming immediately to the point, Louis Holden said: "Mr. Carnegie, you are a busy man, and so am I. I won't take more than five minutes of your time. The main building of Wooster University burned down night before last, and I want you to give $100,000 for a new one."

Carnegie said: "Young man, I don't believe in giving money to colleges."

Holden replied: "But you believe in helping young men, don't you? I am a young man, Mr. Carnegie, and I am in an awful hole. I have gone into the business of manufacturing college men from raw material, and now the best part of my plant is gone. You know how you would feel if one of your big steel mills was destroyed, right in the busy season."

Carnegie: "Young man, raise $100,000 in 30 days, and I will give you another hundred."

Holden: "Make it 60 days and you have a deal."

Carnegie: "Done."

Picking up his hat, Dr. Holden started for the door. Mr. Carnegie called after him, "Now remember, it's 60 days only."

"All right, Sir, I understand," answered Holden.

Louis Holden's interview had taken just about four minutes. Within 50 days, he raised $100,000.

When handing over his check, Andrew Carnegie said, laughing, "Young man, if you ever come to see me again, don't stay so long. Your call cost me just $25,000 a minute."

Louis Holden had shot straight for the bull's-eye. He knew one of the soft spots in Mr. Carnegie's heart was for ambitious young men.

Dr. Holden probably had much to do with selling an idea far bigger than raising $100,000 for Wooster University. Andrew Carnegie finally gave away more than $100,000,000 for the advancement of education. 

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Think in terms of others' interests

•  Find out what people want, and help them get it. 
•  When you know what they want, "hit the bull's-eye." 
•  When you show people what they want, they will move heaven and earth to get it. 
•  Take your mind off what you will get out of a sale and put it on what others will get out of it!


Week #2 - Order: Self-Organization

Think about the most successful people you know for a moment. For the most part, successful people are ruthless with their time. They take the time to do the inglorious task of planning. Getting and staying organized is grueling, but without it, you are on a collision course with failure.

This week, we're concentrating on Order: self-organization. Initially, Frank Bettger set aside every Saturday morning for what he called, "self-organization day." Every Monday morning, instead of having to drive himself to sell, he approached the week with confidence and enthusiasm. He was eager and anxious to see people because he had thought about them, studied their situations, and had some ideas he believed would be of value to them.

You may be thinking this isn't for you - you don't have time to devote a morning to planning - you don't want to be tied down to a schedule. Here's good news for you: You are already living on a schedule. And, if it's not a planned one, it's probably a poor one!

We adhere to a weekly plan, as well as a daily "To Do" list, which we follow religiously. We like to think of it as planning to wake up employed! Plan your work and work your plan. Your enthusiasm and confidence will soar when you take the time to get and stay organized!

One of the greatest satisfactions in life comes from getting things done and knowing you have done them to the best of your ability. If you are having trouble getting yourself organized, if you want to increase your ability to think and do things in the order of their importance, remember there is only one way: Take more time to think and do things in the order of their importance.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!


Order: Self-organization

•  Designate a set period of time each week for self-organization, planning your week, getting things in order. 
•  Get up one hour earlier each day. Use this time to read and study. 
•  Keep your weekly and daily plans visible. 
•  Be ruthless with your time. 
•  Commit to bringing more order to your work and your personal life. The secret of freedom from anxiety over not having enough time lies not in working more hours, but in the proper planning of those hours.


Week #1 - Enthusiasm

Benjamin Franklin, just a small printer in Philadelphia, found himself badly in debt. He thought of himself as a simple man of ordinary ability, but believed he could acquire the essential principles of successful living, if only he could find the right method. Having an inventive mind, he devised a method so simple, yet so practical, that anyone could use it.

Franklin chose 13 subjects, which he felt were necessary or desirable for him to acquire and try to master, and he gave a week's strict attention to each subject, successively. In this way, he was able to go through his entire list in 13 weeks, and repeat the process four times in a year. It was to this one idea that Benjamin Franklin felt he owed all his success and happiness.

Frank Bettger took Franklin's idea and applied it to selling. Here's Bettger's list:

1. Enthusiasm 
2. Order: self-organization 
3. Think in terms of others' interests 
4. Questions 
5. Key issue 
6. Silence: listen 
7. Sincerity: deserve confidence 
8. Knowledge of my business 
9. Appreciation and praise 
10. Smile: happiness 
11. Remember names and faces 
12. Service and prospecting 
13. Closing the sale: action

Bettger used what he called a Pocket Reminder and kept it with him at all times. We encourage you to follow his example.

Carry this Pocket Reminder with you. Read it several times a day. Memorize it. We believe you'll beat last year's performance!



•  Force yourself to act enthusiastic, and you'll become enthusiastic. 
•  Enthusiasm puts your fear to work for you. 
•  Enthusiasm is contagious. 
•  Enthusiasm sustains you in the difficult times. 
•  Commit to double the amount of enthusiasm that you have been putting into your work and into your life.



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