Time for a new speedread, the series where we read books, so you don’t have to! We’re treating you guys with a special one this time: Frank Bettger’s bestselling book How I raised myself from failure to success in selling. This book is considered a must read for all sales professionals, we’re not doing all the work for you, we’re giving you as taste and you dig in the ones you like, so here are the 3 main lessons from the book in less than 5 minutes of reading!
1. Understand that, no matter your level of experience or skill in sales, you’ll be met with rejection from a significant part of the prospects you meet. How you approach those rejections is the most important lesson in sales or business growth of any kind.
- So, the real question is: How do you properly approach rejection in sales?
The answer is to understand and discover the reason why the person you’re talking to is not ready to say ‘Yes’ and to buy today. To do so, your best allies are the questions you ask. As JP Morgan said: “A man generally has two reasons for doing a thing – one that sounds good, and a real one.” By asking questions, you’ll be able to identify the real reason for the objection, and you’ll be able to work on finding a solution for it.
2. Understand that sales consist mostly of asking questions and listening.
Let’s take an example here: imagine you sell bananas, instead of asking your client if they want to buy a banana (you can only get a yes or a no to this kind of question), ask them questions and listen to their needs: Are you looking for a fruit that’s easily transportable? Do you want something with high levels of potassium? Etc… Once you’ve understood your customer’s needs you can recommend them your product: the banana.
3. Understand that you should view failure as a learning experience rather than a setback.
In the book, Frank Bettger talks about Babe Ruth (probably the best Baseball player of all time). While The Sultan of Swat hit 714 homeruns in his career (more than any other players at the time) he also accumulated 1330 strikeouts during his career (which is also a lot more than any other players). The lesson here is that it doesn’t matter how many times you fail: most successful people are able to absorb failure without losing their motivation.
As Henry Ford once said: “Failure is an opportunity to begin again more intelligently.”
How do you view failure? What other books would you want us to summarize for you in the next episode? Let us know by leaving a comment on the post or share this article with all your Brand Ambassador friends!