Part 2 of 20 in How to Sell: The Key to Success← Part 1Part 3 →
This chapter explains how to effectively use the book 'How to Sell: The Key to Success'. It outlines a methodical approach to learning sales skills by practicing and documenting experiences.
- Read one chapter and complete its practice before moving to the next.
- Bettger improved by focusing on one behavior weekly and tracking results.
- Chapters should be read in a specific order for cumulative learning.
- Each chapter builds on the previous, emphasizing practical application.
- Document conversations in a 'Customer Truth' notebook for valuable insights.
Read one chapter, then do the practice at the end of it before you read the next. Bettger did not become a salesman by agreeing with good advice. He became one by forcing a single behaviour for a week, writing down what happened, and refusing to argue with the numbers.
Read the chapters in this order. Each one earns the next.
- Chapter 1. Why selling is the founder skill, not a department.
- Chapter 2. The four sales that happen before the first customer.
- Chapter 3. The power of enthusiasm.
- Chapter 4. How to conquer fear.
- Chapter 5. The three-letter word that turns a sceptic.
- Chapter 6. The quickest way to win confidence.
- Chapter 7. Seven golden rules for closing.
- Chapter 8. Do the first sales yourself.
- Chapter 9. A sale is a learning machine.
- Chapter 10. AI tools that make founder-selling faster, not lazier.
- Chapter 11. A thirty-day practice.
Keep a single notebook, or a single document, called Customer Truth. Every conversation goes in it in the other person’s words. Not your paraphrase. Their words. By day thirty that document will be worth more than the deck.
Frequently asked questions
How should I read this book?
Read one chapter at a time and complete the practice at the end before proceeding to the next chapter.
What is the purpose of the 'Customer Truth' notebook?
The 'Customer Truth' notebook is used to document every conversation in the other person's words, providing valuable insights by day thirty.
Why is it important to follow the chapter order?
Following the chapter order is important because each chapter builds on the previous one, creating a structured learning experience.
What method did Bettger use to become a successful salesman?
Bettger became successful by focusing on a single behavior for a week, documenting results, and learning from the data without arguing with it.