This is a very powerful book for anyone in business! When you are in business, you are selling yourself – not your products and services. People buy from people they know like and trust – and will continue to remain a customer and refer your business to others if they receive excellent customer service and feel that the value they received is well above what they paid!
Frank Bettger hits this point many times throughout his book:
- Your customers should walk away feeling that you genuinely care about them as a person
- Your customers should feel that the value they receive from your goods and services is well above what they paid!
Not only are these points made throughout his book, he talks about the “how.” How do you provide good customer service to your customers? How to increase the value your customers receive from your products and services. The key is that the “how” starts with “YOU!”
One of the biggest “how’s” is overcoming fear. He gives plenty of examples of how he and others overcame fear and the difference it made in his business and his life! This is key in growing your business and your income! Fear tends to stop us from doing what needs to be done to take our business to the next level. Conquer fear and not only does your business grow, but you grow personally in all areas of your life!
Enthusiasm is another golden nugget I got out of this book. If you are not enthusiastic about your business and your enthusiasm does not show when talking with others, how can you expect them to be excited about your products and/or services?
Building genuine relationships with potential customers increases their trust factor in you. People buy from people they know, like and trust. If you come across as only selling, the chances of them buying are very slim. Build a relationship first and not only do you increase your chances of a sale, but continued sales throughout the years through word of mouth referrals!
Several chapters talk about the importance of asking questions to understand what it is that your potential customer needs. Without understanding what their needs are, you are limit yourself in being able to provide a solution to their problem.
Throughout the book, he outlines the seven golden rule for closing a sale. I know many business owners who give very compelling presentations and talks; however, are met with the all to common phrase, “Let me think about it,” or “I’ll get back with you.” These statements are the kiss of death. Once you walk away, the chances of closing the sale go down drastically.
I thoroughly enjoyed reading “How I Raised Myself from Failure to Success in Selling” and highly recommend this book for anyone in business!