Norval A. Hawkins

“ The successful salesman thrives on his work, and pines for it when he "lays off." He welcomes the end of his annual vacation with more zest than its beginning. He celebrates each order gained by planning at once how he will get another. He is like Alexander, who sighed only when there were no more worlds to conquer. He is as perennially tireless as Edison, the wizard who is never weary. To the true salesman there is no enjoyment equal to selling. ”

“ How eagerly the miner prospector drinks in every bit of news he hears about a new strike! How alertly the master salesman listens to casual gossip that holds a clue which may lead to a sale! But the miner and the salesman prospectors would not benefit in any degree by what they learn through their perception of prospects if they did not then act intelligently upon the clues secured. Not only should you keep your eyes and ears open for indications of opportunities to succeed, but you should be ready in advance to take instant advantage of any you may discover. ”

“ Most men begin an interview with a prospective employer indefinitely or in merely general terms. Naturally they confront a wall of non-interest. You have come, remember, on a mission of service. Please at once by presenting the idea that you know a particular service which is lacking and which you can supply. Break the ice of strangeness between you and your prospect by an appeal first to his human side through a smile of genuine friendliness and by looking straight into his eyes so that he can see into your heart. ”

“ Golden opportunities to succeed in a particular business cannot be unlocked with a skeleton key of knowledge about human nature. Knowledge of all men supplies merely the shaft and general shape of the key blank, which must then be notched and filed to fit the characteristics of the individual whose mind and heart you wish to open for the admission of your ideas and feelings. Unless you can get into that one mind and that one heart with your service purpose, you will be shut out from the opportunity you want. It is important that you know the traits of men in general, of course. ”

“ The unskillful, would-be salesman not only fritters away his own time and effort, he also wastes the patience and power of the man to whom he wants to sell his "goods." The sales artist, however, gets his ideas into the mind of a prospect quickly, with the least possible wear and tear on either party to the sale. No one appreciates a fine salesman so thoroughly as the best buyer. Skill in selling true ideas about your particular qualifications will not only assure your success, but will make it easy for you to succeed. ”

“ Such a capable man, if he has little or no scientific knowledge of the selling process is apt also to lack comprehension of the value to him of knowing how to sell ideas. He does not happen to call himself a salesman. Therefore he has never studied with personal interest the fine art of selling. He does not realize that ignorance of salesmanship, and consequent non-use of the selling process, almost always are responsible for the merely partial success or the downright failure in life of the man who deserves to win, but who loses out. ”

“ He is not an idler. He has celebrated each success by taking on another job. And he always has given a hand-up to the other fellow instead of kicking him down so that he might climb higher because of his failure. He has understood and sympathized with the hopes and viewpoint of people who work. As a result countless men and women, most of whom never have seen him, think of Henry Ford as their friend. His finest success is not signified by the millions of money he has accumulated, but by the millions of friendships he enjoys. ”

“ 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, analytical knowledge of your best self, complemented by knowing how to sell the true idea of your particular desirability and worth. ”

“ Not only will you see the chances for success that are all about you, but you will see into them. When your mind catches sight of success chances, they will look familiar to you because of their similarity to opportunities you previously had thought about and connected with your own qualifications. If you are prepared to perceive and to appreciate fully each indication of a success opportunity that comes within the range of your mental vision, you will promptly begin working a chance "for all it is worth," as if it were a newly discovered gold mine. ”

“ You stand at the goal, a winner. Does your victory intoxicate, or does it sober you with the realization that you have but opened the way to limitless fields of bigger service ahead? Has success gone to your hands and made them tingle with eagerness to grasp more chances to succeed, or has it gone to your head? ”

“ Therefore if you want your ideas to penetrate a man's heart, don't aim your tone high at his head. Lower it to the pitch of true friendliness, of comradeship, of human brotherhood. Aim at his breast with your breast tone. Do not fawn or plead, however, when selling ideas of yourself. You can persuade best by suggesting that you have brought all your manhood to render the other man a real service. This suggestion will induce a feeling of respect for you, which will certainly be followed by willingness of the prospect to let you show him you are able "to deliver the goods." ”

“ The good salesman looks at his watch the moment he is out of his customer's sight. He makes a swift calculation of the time it will take him to reach and sell the next man on his list. If he has no other prospect nearby, he starts looking for one that minute. His keen eyes catch every name on the business signs he passes. His imaginative mind is planning how he can use the order he just has closed, to influence some other buyer to make a contract. If there are no additional customers for his line in the town, he sprints to the station to catch the first train up the road. ”

“ Put their interests sometimes ahead of your own. You can love your fellow men so much that you will never trample on their rights; and while you yourself keep climbing, raise as many of them as you can along with you. That is the way to make friends."
Celebrate the good fortune of your business associates, rather than your own. When a big contract is closed by your employer, be as tickled over it as he feels. Genuinely rejoice in his success. Have no envy of the man above you, then when you rise to a higher level the men below you will not be likely to feel jealous. ”

“ I don't expect to be a parlor salesman, anyhow, or to rely on my good looks to get orders. I plan to succeed by work. I'm going to be on the job early and late and every minute between. I'll believe in what I'm selling—down to the very bottom of my heart. I'll make anybody see I'm in dead earnest. I look honest, and I am. I'll be square with customers and with you. I guess that out in the field a reputation for always being willing to help, and for telling the truth straight, will count more than anything else. ”

“ If you think it would not be worth while for you to master the selling process, since you do not expect to engage in the profession of selling, you misconceive the functions and work of the salesman. You have thought he sells "goods;" and that as you do not deal in commodities, you would have no practical use for the selling process he employs to assure his success. But even the shoe salesman, or grocery salesman, or real estate salesman, or insurance salesman does not really sell goods. He sells ideas about goods. Similarly you sell ideas about yourself in order to succeed. ”

“ In order to become a master salesman, you must take in many impressions, perceive their significance to you and how you can make use of them, then act on your comprehension of what you have learned. There are countless failures in the world who might have been successes if they had not stopped their possible mental development at the first or second stages.
A man might know an encyclopedia of facts, but be a failure.
He might comprehend how to use his knowledge, and still be a failure.
Success comes only to the man who acts most effectively on what he knows. ”

“ You have studied their principles of success. You have tried to practice their methods. But somehow the most careful following of their directions has not made you a multi-millionaire, nor can you see riches as a prospect. Naturally you are both disappointed and puzzled. Perhaps you have tested faithfully for years various formulas of success extracted from the advice of successful men. Yet you have failed, or have achieved only partial and unsatisfying success. You have been unable to solve the problem that you once felt so sure could be worked out by the rules you mastered. ”

“ Some pretty good salesmen never win the grand quota prize in a sales contest because they take so much time out for celebrating the big orders they close. If they land a fine contract in the morning, they don't try to do much selling that afternoon. The prize-winning salesman, too, is delighted to secure a big order. But he doesn't say to himself, "That will put me 'way ahead on the sales record for today." Instead he grins and thinks, "This is my day. I'm going to fatten up my batting average while I'm going good." Success is pepper to him, not the poppy drug that slackens energy. ”

“ Do not, of course, put on false pretenses, to make your prospect like you and your ideas. Remember that you must live up to a first good impression. So appear nothing, say nothing, do nothing that is untrue to your best self. But without any dishonesty you can indicate that your way of thinking has points of similarity to the slant of the other man's mind. If he is a Republican, while you are a Democrat, and the subject of politics comes up, do not pretend to be an elephant worshiper. ”

“ 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. ”

“ A great many people "break training" mentally as well as physically at the celebration stage. Their minds and muscles turn flabby after they succeed. They are so proud of their accomplishments that they rust in self-satisfaction. Then, usually too late for remedy, they find themselves afflicted by the rheumatic twinges of deep-seated discontent with what they have done.
We are all familiar with the tragedies of the farmer who sells his acres and moves into town "so that he can take life easy," and of the business man who retires from his "daily grind" to enjoy the fortune of success. ”