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:
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.