Supremely Successful Selling: Discovering the Magic Ingredient

Chapter 28

You Don't Have to Be Great to Start, But You Have to Start to Be Great

HERE ARE MY GOLDEN RULES of selling with integrity. These are the principles we've covered in the book. This is the catechism of successful selling according to Panas.

“Begin at the beginning,” said the king bravely in Alice in Wonderland, “and go on until you come to the end. Then stop.”

1. Begin by knowing everything possible about your product, its many uses, the features that are unique to it—its extraordinary benefits, everything.

2. Make certain, in your heart-of-hearts, you're completely committed to the worthiness and advantage of the product. If you're not passionate about what you're offering, it will show.

Worse than that, if you aren't intensely certain of its value, it's a scam. And that's not integrity selling.

It must be far more than an intellectual conviction. It must be deeply felt in your heart-of-hearts—and even a presence in your dreams.

3. You need to get going. You must begin.

There are two ways to get to the top of an oak tree. One way is to sit on an acorn and wait. The other is to climb the tree.

4. Work hard. Keep at it. Never let up.

Yes, I know. I've heard it, also. You must work smarter, not harder. I suggest you do both.

I suggest you only work half a day. It makes no difference which half. It can either be the first 12 hours on the last 12 hours.

5. Learn everything you can about the likely buyer you'll be calling on and his buying history.

6. After careful assessment, ...