I began the year in retrospect by reading a 50-year-old book on the masters of selling. The book, titled “America’s Twelve Master Salesmen,” was written and published by B.C. Forbes & Sons in 1953.
The book was based on the fact that each one of these master salesmen had one extremely powerful overriding principle or philosophy upon which his or her success was based.
Last week I presented the first six masters and this week four more. There are 12.5 in all (me being the .5 of course)
Back to the book. Suppose you could adopt (or adapt) all of these master’s single best characteristic into your own set of capabilities. That would be power.
And so, to challenge you, here are four more master’s philosophies from 1953.
7. Arthur H. “Red” Motley – Principle: Nothing happens until somebody sells something. He sold for the Fuller Brush Company door to door in the 1920’s, he sold cough syrup with a traveling medicine show, he sold advertising for Collier’s Magazine, he founded Parade Magazine (still in existence today inserted into Sunday papers), and he created an (maybe THE) all time legendary philosophy of sales: Nothing happens until somebody sells something.
As a trainer in the 40’s and 50’s, Motley created a simple 15-word sales course which covered every element important to begin or master.
1. Know your product.
2. See a lot of people.
3. Ask all to buy.
4. Use common sense.
Remember this was the 40’s. No TV, computer, email, or cell phone. People actually wrote letters.
At the end of his working career he became one of the most sought after sales speakers and trainers in the world.
He had another philosophy: “One of the reasons we do so much business in America is because we have learned not to make the customer wait. Wants created that remain unsatisfied for any appreciable length of time usually die.” Pity he wasn’t around today to hear, “your call will be answered in the order in which it was received.”
8. Dr. Norman Vincent Peale – Principle: Have faith in people – they are basically good. Author of the timeless classic, “The Power of Positive Thinking,” Peale used the pulpit to preach the importance and the personal power of achievement through attaining a positive attitude. The spirit and the spirituality of attitude, and the success it can bring, are timeless and more needed today than sixty+ years ago. If you just get Dr. Peale’s book and read two pages a day for a year or so, you’re on the right path.
9. Winthrop Smith – Principle: The Queen is in the counting house…Known for publishing the free booklet, and running free seminars on “What You Should Know about Stocks and Bonds,” Smith, the President of what is known today as Merrill Lynch created an “everyman’s” desire for investing. His passion was to teach people about the power of their own money, and how they could invest it to secure their future income. And he did. And they invested in stocks and bonds with his firm. His associates nicknamed him “Win.” Not short for Winthrop — short for winner. He became a winner by helping others win.
10. William Zeckendorf – Principle: Fact plus imagination plus action.Will Rogers once said, “Buy land, they’re not making any more of it.” William Zeckendorf took that advice several steps further. He bought it, and developed it. Of course, his innovative ideas often met with opposition from city planners, but over time (and a winning track record) he developed a reputation nationwide for successful projects, and was eventually wooed by cities looking for new ideas. He stated the facts, presented the plan – and made it a success with a family tradition: work hard.
In 1976, I remarked to one of my mentors that he seemed to have a lot of luck. Every project he undertook seemed to end up golden. He replied, “Hard work makes luck.” Those words have stuck with me since then.
The last (and best of) the masters will be here same time, next week…stay tuned.
Didn’t get part one? No problem. Go to www.gitomer.com and enter MASTERS in the GitBit box and part one is there waiting for you.
Free GitBit. The Author of this book, the late great B.C. Forbes had a formula for sales. It’s yours for the taking. Go to www.gitomer.com — register if you’re a first time user — and enter FORBES in the GitBit box.
