Supremely Successful Selling: Discovering the Magic Ingredient

Chapter 3

Failure Is the Path of Least Persistence

FOR ME, one of the great joys I have is knowing my product is providing a real service to the buyer. For many, it brings enormous satisfaction and touches their lives in surprising ways I can't even imagine.

There isn't another profession that can offer the same personal rewards and inner glow. You are helping the buyers secure something of importance to them. At times, it is something they had hoped and dreamed about—whether the purchase is large or small.

I find that the really difficult part of selling isn't in getting people to buy. That's actually easy. I give you the fail-proof guidelines in this book. The tough part for many is asking for the order.

But, as you'll learn in these pages, asking for the order shouldn't cause trembling and a timid heart. Effective selling isn't flimflam huckstering or razzle-dazzle peddling. Or bargaining and gibberish. And it certainly isn't persuading someone to do something he doesn't want to do.

“In the salesman, I look for integrity first.” That's what Alan Hassenfeld tells me. “You want to become a partner with the buyer. You're not just selling a product. You need to know you're benefiting the buyer. That's selling with integrity.” Precisely. It's selling with integrity. That's what you will be dealing with in this book. That's the magic ingredient. Integrity.

It means encouraging people to take action for something that in the end is good for them. Or brings them enjoyment and gives ...