Structure of this training
Part I: People‟s Hidden Secret
Principle 1
Part II: The Traditions Factor
Principles 2 - 11

PART I: People‟s Hidden Secret
 People‟s hidden Secret
Under my coat is a
Under my coat is weary one.
weary heart! A kind
heart, but that would do
One a kind one. One
nobody no harm!
that would do nobody no
 Two-Gun Crowley harm!

I have spent the best
years of my life in the
People‟s Hidden Secret
service of others, giving
them the lighter
pleasures, helping them
 Al Capone have a good time. All I
get for this is abuse, the
 Commonly associated phrases with Al
wretched existence of a
hunted man.
Capone?
 Racketeer
 Pimp
 Drug dealer
 Murderer

People‟s Hidden Secret
 Few people regard themselves as bad, they can
rationalize and explain away all their faults and
shortcomings
 People have basic needs, consider the following
illustration
Self
Actualization/Happiness
Estee
m
MASLOW‟S
Love
HIERARCHY
Shelter
Food

People‟s Hidden Secret
 Consider the following 8 motivators true to every
person (Though not necessarily in order of
importance for everyone)
Feeling
of
Importan
ce
Money Sexual
Afterlife Children‟
and the Gratificatio
s well
things it n
being
buys
Health and
Food the Sleep
preservation
of life

People‟s Hidden Secret
 Feeling of importance is the chief distinguishing
feature between mankind and animals
 Feelings of importance vary from one person to the
next, some examples of people wanting to feel
important are:
 Wearing the latest fashions and styles
 Seeking adoring fans
 Giving to charity
 Joining gangs or engaging in criminal activities (ie Two Gun
Crowley or Al Capone)

People‟s Hidden Secret
 Examples of people in history who satisfied this
premise:
 John D Rockefeller – Built hospitals in Peking
 Abraham Lincoln – Pursued law, became a lawyer and
President
 John Dillinger – Became a bandit
 Dale Carnegie Senior – Raised winning Duroc-Jersey
Hogs
 George Washington – Insisted on being called “His
mightiness the President of the United States” to anyone
seeking an audience with him
 William Shakespeare – Had a coat of arms procured for
his family
 Some studies show that people go insane because this
is their way of gaining that feeling of importance even if it
is only in their own imagination (The story of Lady Smith)
 Wanting to feel important is very important to everyone,
cause and effect may vary from person to person but the

People‟s Hidden Secret
 Principle 1
 Make your client feel important
 Find out what makes your potential
client feel important then make it
possible for him

PART II: The Sale‟s Factor
 What is the telephone for?
 Not a sales medium, it should only be used to secure an
appointment not to sell
 The phone should be used to exude excitement and
confidence not to sell, If you try to sell over the phone you will
not yield optimal results
 How you should approach the phone conversation:
 “Mr. ____, I understand that you are a such and such
business and you offer widgets and gadgets…(get the
„YES‟)”
 “My name is (your name)with the (business name) I believe
that we can help you reach out to more people and make
them aware of your widgets, would you like to see an
increase in people‟s awareness of your widgets…(get the
„YES‟)”
 “I thought so. Do you think you might be able to spare 15
minutes of your time on Tuesday or Thursday for me to
come by and introduce my company to you…(you have the
„YES‟)”

Principle 2: Bait the hook to suit the
fish
 What is the most commonly used word in the
world?
 “I” is the most commonly used word in the
world, the word itself of course varying from
language to language
 Tailor the message to fit how “You” can help
them, not how “they” will help you pay your bills or
Advice from Alfred Adler, the great Viennese
have extra money
psychologist, “It is the individual who is not
interested in his fellow man who has the greatest
difficulties in life and delivers the greatest injury to
others. It is from among these individuals that the
root of all human failures spring.”

Principle 3: The simplest way to
make a great impression
 Ideas?
 SMILE
 A smile says, “I like you, you make me happy. I
am genuinely and sincerely glad to meet you.”
 Insincere grins don‟t fool anybody
 Think of when a baby looks up at you and smiles,
what‟s your immediate reaction? Why should
sales be any different?
 Have a good time meeting people, if you expect
them to have a good time meeting you.

Principle 3: SMILE
 Professor McConnel, a University of Michigan
professor actually studied smiling and the effects
it has in life, his studies show:
 “People who smile tend to manage, teach, and sell
more effectively than ANYONE else…and…they
raise happier children.
 Smile through the phone
 An old Chinese proverb – “A man without a
smiling face must never open up a shop. A smile
costs nothing but creates much.”

Principle 4: Be friendly and informed
 Be excited about your product not in selling your
product
 Genuinely appreciate the product you are
representing as a source of service for another, not as
a source of revenue for you
 Speak about something that interests them (when you
research them in advance and find out some key
points this part is a great deal easier and is a lot of
fun)
 Listen enthusiastically and emphatically
 Stay objective and diplomatic try to see things from
your customers point of view as often as possible
 Explain how your product can help them help others

Principle 5: Arouse in your client an
eager want?
• Assure them that you can and will help
• Tailor your message to the customer in a way that
they can relate to
• Create a sense of eager want by being excited
about knowing how to help them
• Reiterate how your product or service will fulfill
this need
• LISTEN: You have two ears and one mouth so
you listen twice as much as you speak
• Soon the 15 minutes you asked for turns into 45
minutes or an hour and you get them excited
about how they can feel better about themselves

Principle 6: Remember Names
 Remember that a person‟s name is, to that
person, the sweetest and most important
sounding name to them in any language. Use it
often.
 Remember important dates about your client
 The Jim Farley story

Principle 6: Use a person‟s name
often
 Remembering a name pays subtle and effective
compliments to a person, take notes about their
kids names
 Andrew Carnegie senior names rabbits after the
neighborhood kids
 Pennsylvania Railroad company names rails after
J. Edgar Thomson out of Pittsburgh
 NY Library after the Astor and Lenox collections
 Mt. Sinai Hospital, University of Miami, etc…
 To any person there is magic to their name, use
it, use it, use it!!
 “To recall a name is stately, to forget is oblivion!”

Principle 7: Talk in terms of your
client‟s interests
 Talk in terms of their interests, not how interesting
your product is, you will close the deal 99.9% of
the time using this technique.
 Example: Franklin Delano Roosevelt and his
visitors

Principle 7: Henry‟s Example
 The baker and the hotel owner:
The Hotel Greeters of

Principle 7: Be like Henry, Speak in
terms of your client‟s interests
 Not how interesting your product is
 Identify with the passions of the client and be
passionate about how you can help them
 If you can‟t get directly through to the President or
CEO practice the same approach with the
gatekeeper, learn their passions and identify with
them
 Only after you have learned their passions, drop
by and express your appreciation for their
interests and how you can help their boss, not
how their boss can help you (Donald Trump and
Bill Zanker).

Principle 8: The study of YES
 Don‟t at any time throughout your conversation
allude to you differences, focus on what you have
in common (which you will discover from
research)
 A “NO” response is very difficult to overcome,
psychological studies prove it
 Once people have said “NO” their pride and ego
prevent them from changing their minds. They
justify their logic if it is flawed…Two Gun Crowley
and Al Capone
 A “YES” response produces an effect like billiards
once you propel a ball in one direction it takes on
it‟s own momentum and is difficult to reverse

Principle 8: More “Yes”ing Less
Guessing
 Studies show that a “YES” or a “NO” response
effect the glandular, nervous and muscular
systems as any strong psychological stimulus.
 An organism can actually feel the affirmation or
rejection of one‟s own cerebral reactions

Principle 8: More “Yes”ing Less
Guessing
The secret of Socrates

Principle 8: More “YES”ING less
guessing
 The more yes‟s we get the more forward moving,
accepting and open a person becomes to us
 Handout review, case study of Eddie Snow

Principle 9: Admit if you don‟t know
but don‟t leave it at that
 If you don‟t know the answer to a question a client
has posed, don‟t just say I don‟t know and leave it at
that. Emphasize that:
 They bring up an excellent point
 You can see why they are asking (if you can‟t see, try to
understand why they would ask, it‟s okay to ask why
they think a certain way)
 You don‟t know the answer to that right now ask if it is
alright if you called someone who knows
 If you can‟t reach someone tell the client you will find out
and definitely get back to them as soon as you find out
the answer
 Don‟t lose your tempo, get back on track and continue to
move forward in your approach

Principle 10: Appeal to the nobler
motive
 As we covered with Two-Gun Crowley and Al
Capone, everyone you will meet have a high
regard for themselves
 Many of which feel more “Important” when they
consider themselves as contributors to the
greater good, appeal to them
 Example Handout, The Renter as a man of high
principles, Case Study of Hamilton J. Farrell

Principle 11: Dramatize your
ideas
 Exhibit showmanship
 Every successful person loves a challenge,
challenge them if they are trying to opt out. Tell
them “that if they don‟t take advantage of your
helpful services someone else will and they will
be more competitive in the market place.”
 Henry Ford and the figure 8
 Case study review, The Philadelphia Evening
Bulletin, handout

4 Core
 Remember these 4 core concepts tie these into
the principles
 Be Sincere – Don‟t promise anything you can‟t
deliver, forget about yourself and genuinely
concentrate on what makes the client great and
how you can help them be greater
 Know - exactly what you are offering to the client
 Tailor your message – Ask yourself (and research)
what is it the client really wants, what lingo can I
use that they will understand?
 Reiterate - how they are benefitting from your
services when making your proposal not what
products they are getting

The Principles in a nutshell
1) Make your client feel important
2) Bait the hook to suit the fish
3) Smile
4) Be friendly and informed
5) Arouse an eager want
6) Remember names
7) Speak in terms of your clients interests
8) More YES‟ing and less guessing
9) Admit if you don‟t know but find out
10) Appeal to a nobler motive
11) Dramatize your ideas