One of the main ways we can continue growing throughout our entire lives as
long as our brains will function is through the collection and application of new
ideas — through applied knowledge. Someone once said that knowledge is power.
Do you believe that? I don’t. Only applied knowledge is power.
Unused knowledge is worse than ignorance! At least an ignorant person has
an excuse. You will be held more accountable after you read this book, so you had
better not finish it if you want to be able to plead ignorance concerning how to
sell in our communities because that excuse will be blown out of the water!
Over the years I’ve learned that if you boil the art of selling down to its most
basic components, it can be expressed as the following equation:
Selling =
Educating (your customer) + Motivating (your customer)
I am going to give you from the initial interview through the closing of the
sale and beyond, the step-by-step information you will need to become an ace at
selling. I am also going to attempt to motivate you to accomplish this feat.
I think we all have a pretty good idea of what education is. If a student goes
to college, does his homework, studies, absorbs the information, and later applies
it in his profession, it could be said that he received a good education. Another
student may have had the same professors and the same classes, yet he goes out
every night and parties, copies homework, barely passes the exams, and slides
through graduation. Did he get a good, quality education? Hardly, at least not in
the areas for which the tuition was paid.
What’s the difference between these two? Only that the first student took the
external information offered by the professors and through discipline, study, and
practice internalized the information so that it became true education to him.
