Certain Success Part 3

proves you have an earnest purpose to make the most of your present opportunity to learn _how_ to succeed with certainty. We will a.s.sume that you have developed your individual ability pretty fully, and that you know where there is a field for such services as you are sure you could render if afforded the chance. Surely, then, your ambition in life, whatever it may be, is a sufficient incentive to the most thorough study of the principles and methods of successful salesmanship. Do not merely _read_ this set of books. MASTER "Certain Success" and "The Selling Process" to make yourself the master of your own destiny.

Again and again, lest at any time while you study you might fall below 100% in _absolute a.s.surance_, you will read in these chapters the a.s.sertion that your success can be made _certain_. This statement is not an exaggeration. It is necessary that you accept it literally throughout your reading of this set of books. Do not take it "with a grain of salt." The taste of the declaration that the selling process makes success sure will become familiar after these many repet.i.tions. Realize when you come upon the repeated idea as you proceed with your study that your continued reading should frequently be reenforced by a steadily growing conviction that you _are_ mastering the sure way to succeed. You believe in yourself more than you did when you began to read this book.

This increasing faith should develop to complete confidence when you have dug _into_ the text of both "Certain Success" and "The Selling Process," and have dug _out_ every idea in the twenty-four chapters.

[Sidenote: Salesmanship Not a Science But an Art]

At the outset of your present study comprehend that salesmanship is not a _science_. Rather, it is an _art_. Like every other art, however, it has a _related_ science. Selling is a _process. Knowledge about the principles and methods_ that make the process most effective is the related _science_. But such knowledge supplies only the best foundation for building success by the _actual practice_ of most effective salesmanship. The master salesman practices the scientific principles and methods he has learned until the _skillful use_ of his knowledge in every-day selling becomes _second nature_ to him. Thus, and thus only, is his _art_ perfected.

You will gain _knowledge_ from these books about _how_ to sell with a.s.surance the true idea of your best capabilities--about _how_ to sell any "goods of sale" unfailingly. But you can develop the _skill_ necessary to the _actual achievement_ of certain success only if you _continually use_ what you learn about the selling process. You must perfect your selling _art_ by the intelligent employment of every _word_ and _tone_ and _act_ of your life to attract other men to you, and to impress on them convincingly true ideas of your particular ability.

[Sidenote: Be a Salesman Every Minute]

The master professional salesman is "always on the job" with his three means of self-expression, to get across to prospects true ideas of the desirability and value of his goods. He is a salesman _every minute_, and in _everything_ he does or says. You can become as efficient as he, in selling ideas about _your_ "goods of sale," if your proficiency becomes as _easy and natural_ as his. Such ease is the _sure_ result of sufficient right practice.

You have countless opportunities daily to make use of the selling process. In each expression of yourself--in your every word, tone, and act--you convey _some_ idea of your particular character and ability.

You should _know how_ to make _true, attractive_ impressions of your _best_ self; and how to avoid making _untrue_ and _unfavorable_ impressions by what you do and say. Then, when you have _learned_ the most effective _way_ to sell ideas about yourself that you want other people to have, it is necessary that you _use_ the selling process consciously all the time until you grow into the habit of using it unconsciously, as your second nature. Once you are accustomed to _acting the salesman continually_, it will be no more difficult for _you_ to be "always on the job" selling right ideas of your qualifications for success, than it is for the _professional_ user of the selling process to be a salesman "every minute."

[Sidenote: Your "Goods of Sale"]

As already has been emphasized, "the goods of sale" in your case are your _best_ capabilities. You need first of all to _know_ your true self, before you can sell true ideas about your qualifications for success. Your _true_ self is your _best_ self. You are untrue to yourself, you balk your own ambition to succeed, unless you develop to the _utmost of your capacity_ your particular salable qualities.

You do not need qualities _you_ now wholly lack. You should not attempt to "salt" the gold mine in yourself with the characteristics of _other_ men who have succeeded by the development and use of capabilities that were natural to _them_, but that would be unnatural to _you_. It is worse than futile--it is foolish for you to imitate anybody else. Just be _your_ best self. Make the most of what _you_ have that is salable.

You require no more to a.s.sure your success.

[Sidenote: Selling the Truth About Your Best Self]

Every individual has distinct characteristics, and is capable of doing particular things, of which he may be genuinely proud if he fully develops and uses his personal qualifications. _When all the truth about his best possible self is skillfully made known to others_, chances for success are certain to be opened to the ambitious man. If he lacks the salesmanship key, the doors of opportunity may always remain closed, however well he deserves to be welcomed.

_You_ possess "goods of sale" that have real _quality_, that are _durable_, that will render _service_ and afford pleasurable satisfaction to others. _Your_ goods can be sold as _surely_ as quality phonographs, durable automobile tires, serviceable clothes, or pleasing books.

Maybe you can "deliver the goods" with smiles, or hearty tones, or ready acts of kindness. Any one can easily be friendly. But have you developed _all your ability_ to smile genuinely? Have you cultivated the hearty tone of real kindness so that now it is _unnatural_ for you ever to speak in any other way? Do you perform friendly acts of consideration for others on _every_ occasion, as second nature?

If your honest answers to such questions must be negative, you are not a good salesman of your best self all the time.

[Sidenote: Your Salable Qualities]

Your most salable quality may be dependability, rather than quick thinking. If this is the case, concentrate your salesmanship on making impressions of the true idea of _your reliability_. Your greatest success will be achieved in some field of service where dependableness is a primary essential. You may be _naturally unfitted_ to make a star reporter, but _peculiarly qualified_ to develop into the cashier of a bank.

Should you happen to be unattractive in features, your job is to transform your homeliness into a _likable_ quality--not to try to make yourself appear handsome. If you are wholly inexperienced, that need not be a detriment to your success in the field you want to enter. When you have mastered the selling process, your very greenness can be presented before the mind of a prospective employer as the best of reasons for engaging you. You will be able to make yourself appear desirable because you _are_ green in that field, and therefore have no wrong ideas to "unlearn."

[Sidenote: Know All of Yourself]

You can greatly improve your chances to get the job for which you are best adapted, if you use the reciprocal selling process employed by the professional salesman when he sells his services to a house. He meets the head of the concern as his man-equal, and does not just offer himself "for hire." Such a consciousness of your man-equality when you are face to face with a prospective employer can result only from certain, a.n.a.lytical _knowledge of your best self_, complemented by _knowing how to sell_ the true idea of your particular desirability and worth.

Very likely you think you are seriously _handicapped_ in many ways.

Having made no detailed a.n.a.lysis of yourself from a salesman's view-point, you do not appreciate fully the number and the market value of the _advantages_ you might have. Probably some of your best, most salable qualities are latent or but partly developed.

[Sidenote: Chart Necessary]

List _your_ particular "goods of sale." Put down on a chart, not only the qualities you have now, but all the additional ones you feel _capable of developing_. Then you will realize vividly that you possess many abilities, some undeveloped yet, which are always needed in the world. You know that such qualities _should_ be readily salable, to the mutual benefit of yourself and of buyers. You are learning the selling process in order to make certain that _you can_ sell the best that is in _you_, as other men are selling themselves successfully.

Complete your chart by listing your various _defects_. Then study out ways to use even _your particular faults_ differently than you have been handling them; so that they will help you, instead of being hindrances to your success. Think of some people you know, and of how they have turned their physical "liabilities" into "a.s.sets" of popularity.

The very first sales knowledge you need is of exactly what _you_ have to sell. You cannot see _all_ of yourself, your good and bad points--yourself as you _are_, and as you _might be_--unless you make a detailed chart of your "goods of sale." One of the most important immediate effects of such a self-a.n.a.lysis will be increased self-respect. Your handicaps will shrink, and the peculiar advantages you have will grow before your eyes. You should feel new confidence in your own ability.

[Sidenote: Man-Equality]

With this confidence will come a feeling that you are not the inferior of another man who has achieved a larger measure of success than you have gained. When you start the sale of true ideas of your best self to an employer-buyer of such services as you are capable of rendering, you will have an innate consciousness of your man-equality with him. You should realize that this sale of yourself, like all other true sales, is to be a transaction of reciprocal benefits, and should be conducted on the basis of mutual respect.

It is your right to take pains that the prospective buyer of your services shall sell himself to you as the boss you want to work with.

Expect him to sell himself to you as a desirable employer just as thoroughly and satisfyingly as you intend to sell yourself to him as a worthy applicant for an opportunity in his business. When you have definite, sure knowledge of your capability and service value, you certainly should not be willing to take "any old job."

There is no better way to make the impression of _your desirability_ as an employee than to demonstrate that you are _choosing_ your employment intelligently. In explaining your choice, give specific reasons for your selection of this particular opening. Show that you comprehend _what is to be done_. Give some indication of your ability to do it _efficiently_ and _satisfactorily_. Suggest the _worth_ of your services when you shall have proved your fitness.

[Sidenote: Require Employer to Sell You the Job]

The ordinary man who applies for a job in the ordinary way is accepted or turned down wholly at the discretion of the employer. If you use the selling process skillfully, you will suggest that _you_ are out of the ordinary cla.s.s. Of course, you should demonstrate in your salesmanship that you are not over-rating your ability. The other man must be made to feel you have sound reasons for your bearing of equality and self-confidence when you seek to make sure that in his business you will have your best chance to succeed. By showing him that you are taking intelligent precautions against making a mistake in your employment, you indicate conclusively that you are not merely a "floater," but that you have a purpose "to stick and make good."

In the same measure that you require proof of a desirable personality in an employer, you should make sure that the work is exactly what you expect. See that your prospective "new boss" sells you the job at the same time you are selling him your services. If he perceives in you the one man who best fits his needs, he will put forth every effort to buy your services. Every employer will respect the man who states, with salesmanship, a sound reason for selecting and seeking connection with a business house; since such a man gives promise of making the sort of dependable, loyal worker that every business values and appreciates.

[Sidenote: Sell to Satisfy Real Needs]

The true salesman sells to satisfy _a real need_ of the buyer.

Therefore, when you have charted your salable qualities, select the field of service in which such capability as you possess is needed.

That, you may be sure, is _your_ right market--the field where you are _certain_ to succeed. Enter it, and no other field. Apply there for a place of opportunity to serve; with the absolute confidence of a good salesman come to satisfy a want, and conscious of his individual fitness "to deliver the goods."

You may not get just what you desire at the first attempt. The best professional salesman often has to make _repeated_ efforts to close orders. But in the end, if you "have the goods," that are needed where you bring them, _and you know how to sell true ideas of your best self_ (as you _will_ know after mastering the selling process) you will be sure of getting sufficient opportunities to succeed. You will be as certain about getting enough chances as the first-cla.s.s professional salesman is certain of attaining his full quota of business despite some turn-downs. _Success is a matter of making a good batting average_.

[Sidenote: Parts of Complete Process]

Remember as you read that you are studying _a completed process_. An unfinished sales effort is not _a sale_ at all. You will not be a _certainly successful_ salesman until you perfect your knowledge and skill in _all the steps_ of salesmanship. You can learn only a single part of sales efficiency at a time. The relative significance of each point, its full importance in the entire selling process, will not be comprehended until you have read at least once all there is in this set of books. When you re-study the successive chapters, the details you may at first understand but vaguely in a disconnected way will be clear. You will comprehend them as various elements of salesmanship which must be fitted together to complete the process of selling.

Thus far in the present chapter we have been considering princ.i.p.ally the "goods of sale." We have been looking at our subject from the _material_ aspect. Now let us turn our attention to the mental view of sales.

[Sidenote: Mental Nature of Selling Process]

In the effective selling process the skilled salesman is able to be the _controlling_ party. _He makes the other man think as he thinks_. As has been stated repeatedly, he sells _ideas_, not goods. So the _real nature_ of any sale is mental, not material. You must "deliver the goods" to the _mind_ of the man to whom you wish to sell your best capabilities. You should use the same process as the professional salesman, who works to control the _thoughts_ of his prospect regarding the line of goods presented. Hence when you plan to make sure of getting a desired position, it is necessary that you know _exactly how_ to put true ideas about yourself into the head of the person whom you have chosen as your prospective employer. Further, you need to know _precisely what_ psychological effects you can secure with certainty by using skillful salesmanship.

[Sidenote: Three Sales Mediums]

Ideas of your best capability may be sold through three mediums--advertising, correspondence, and personal selling. Take advantage of all three, wherever and whenever possible, to gain your chance for success. Use these mediums with _real salesmanship_.

[Sidenote: Advertising]

If you advertise for a position, think out in detail the impression of your true best self that you wish to make on the minds of readers. Put _your personality_ into the advertising medium in such carefully selected language as will reach _the needs of particular employers_, and will not appear to be just a broadside of words shot into the air without aim. Indicate clearly that _you_ are not seeking "any old job so long as the salary is good." a.n.a.lyze and know _just what_ you suggest about yourself in print. Many a successful business man has sold himself through the door of his initial big opportunity by real salesmanship in his advertis.e.m.e.nt of his capabilities.

[Sidenote: Correspondence]

Each letter you write should be regarded as "a sales letter." It makes an impression, true or false, of _you_. Take the greatest pains to have that impression what you want it to be. Never be slovenly or careless in writing to _anyone on any subject_. Put genuine salesmanship into all your letters _consciously_; instead of conveying ideas unwittingly, without realizing what the reader is likely to think of you and the things you write. You can scatter impressions of your best self broadcast over the earth by using your ordinary correspondence as a medium of salesmanship. So you can open both nearby and far distant opportunities for the future; even while you still are training yourself to make the most of these chances you hope to gain.