SEE YOU AT THE TOP

by Zig Ziglar

  As an indication of my mother’s wisdom, Mr. Anderson’s impact on my life was substantial. He taught me the benefits of the free enterprise system, helped me with my grammar, and taught me the values and manners that helped me socially. He was my surrogate father and my first business teacher. My respect for him and gratitude to him were so great I named my son, John Thomas, after him. (The Thomas part was for my wife’s father.)

  A TELLER IN A GROCERY STORE

  With a mother who loved me enough to say “no” to my whims, I had the advantage of not only having a loving mother, but of having a concerned, caring, substitute father in Mr. Anderson. This is the background from which I came. I worked in the grocery store from the time I was in the 5th grade until after I finished the 11th grade. I started in the store as a “teller.” Don’t be too impressed with that title, however. It just meant I “told” people to move while I swept.

  During my senior year I moved next door and worked for the man who had been the manager of the store under Mr. Anderson. His name was Walter Haining. He, too, was a fine man who took a personal interest in me. He had bought the meat market in the store next door. Soon after graduation I was headed for the U.S. Navy. The night before I left, Mr. Haining called me in for a final “Dutch Uncle” talk. He invited me to come back after I was discharged and work for him again. Frankly, I could not get too excited about the idea because I was working about 75 hours a week and earning the grand total of thirty dollars. Mr. Haining explained that if I would come back and work two years for him and thoroughly learn the business, he would help me get my own meat market. The thing that turned me on, however, was his showing me his net earnings for the previous year, $5,117. Remember, things in 1944 were not the same as they are today.

  I couldn’t believe anyone could earn that much money in just one year. He assured me it was true and I could do the same thing. On July 1, 1944, I left Yazoo City, Mississippi, to enter the Navy. When the war was over I was going to return to Yazoo City, open a meat market, and earn $5,117 in a single year.

  While in the Navy, I met and fell in love with the former Jean Abernathy of Jackson, Mississippi. She has been my wife and my life since 1946. After I was discharged, I entered the University of South Carolina and earned money by selling sandwiches in the dormitories at night. I did quite well during the regular school year, but during the summer months business was slow. One day Jean saw an ad in the newspaper for a $10,000-per-year salesman. I felt it was more than a coincidence that they wanted a $10,000-a-year salesman because we certainly wanted the $10,000. I called for an appointment and went for an interview. I returned home extremely excited and told my wife that we had a job and would be making $10,000 a year. She got excited, too, and wanted to know when we started. I explained that the man said he would “be in touch.”

  At this stage of my life, I was so naive I honestly believed the job was mine and did not realize that I had been “turned down.” One month later, when I still had no word concerning the job, I wrote a letter restating my interest and inquiring when I was going to start. Their reply was plainly stated; they didn’t feel I could sell. I persisted, and finally after another month they agreed to put me through training school. However, they made it clear they weren’t obligated to give me the job if, at the end of the school, they didn’t feel I could sell. The job was selling cookware and pay was on a commission basis. After training, they gave me the opportunity. For the next two-and-one-half-years, despite a lot of help from my sales manager, Bill Cranford, all I did was prove they had been right all along. Don’t misunderstand; this doesn’t mean I didn’t sell much, because I did. I sold my car and my furniture. The only thing that keeps this last line from being truly humorous, at least to me, is its close kinship to the truth.

  YOU DON’T DROWN BY FALLING IN WATER

  I don’t care how broke you are or have been, I honestly believe I’ve been “broker.” I don’t care how despondent or down in the dumps you are, or might have been, I honestly believe I’ve been more despondent and further down in the dumps. My good friend Cavett Robert, whose ability as a speaker and sales trainer was overshadowed only by his qualities as a human being, said much in this observation, “You don’t drown by falling into water, you only drown if you stay there.” He also said, “It’s all right to get down, but don’t get down on yourself.”

  You’re not beaten by being knocked down. You’re only beaten if you stay down. Personally, I believe I quit my sales career (in my own mind) as many times as anybody who will ever read this book has thought about quitting whatever he’s doing. It was discouraging to be broke, in debt, uncertain of what I was doing, and not really knowing from one day to the next whether I would sink or swim. It’s times like this when faith in something bigger than yourself is so extremely important. Also of infinite value to me was my mother’s example of courage, dedication, and persistence, which served as a wonderful inspirational guide.

  I’ll have to admit it was sometimes tough, and discouragement was a frequent companion. I often had to buy 50 cents worth of gasoline at a time and if I made a mistake in addition, I would have to place one or two items at the grocery store back on the shelf. I’ve had my lights and telephone temporarily disconnected when I couldn’t pay the bill and I’ve even had to return a car when I could not make the payment. When our first daughter was born, the hospital bill was only $64. The problem was, we didn’t have the $64. I had to make two sales in order to get the money together to pay the bill. These were all embarrassing and humiliating but, fortunately, they were not the end of the world.

  We were broke because my image was poor and my skills as a salesman were questionable, at best. To illustrate the point, and to give all floundering salespeople encouragement, here’s a true incident from my book of ineptness which should give anyone with enough gumption to get out of a telephone booth without written directions on the side a lot of encouragement.

  Some experienced salesmen were conducting dinner parties which were group demonstrations, so I decided to try the same thing. My first “dinner demonstration” was with Mr. B.C. Moore, who lived at 2210 High street, Columbia, S.C. Two prospects, Mr. and Mrs. Clarence Spence and Mr. and Mrs. M.P. Gates, were present. When I completed the demonstration, both prospects gave a dozen reasons why they shouldn’t buy but both ended up saying, “I’ll take it.” At this point, any sane salesman, especially if he’s broke, would have written the orders and collected his commission. I walked out of the house because I had another appointment and was running late. Later, I made both sales, but I just wonder how many of you, on your dumbest, greenest day, would have done such a foolish thing. Yes, my reading friend, I’m convinced that there is hope for you.

  YOU COULD BE A GREAT ONE

  After two-and-one-half years of less than overwhelming sales success (to be honest I wasn’t even a whelming success), the picture changed dramatically and my career did a 180-degree turn. Here’s the story. I attended an all-day training session in Charlotte, North Carolina, conducted by P.C. Merrell of Nashville, Tennessee. It was a good session, but I have long since forgotten the specific techniques I learned. Later that evening I drove back home to Lancaster, South Carolina, to conduct a dinner demonstration. I was late getting home and even later getting to bed; then the baby kept us up most of the night. At 5:30 a.m. the alarm clock (in those days it was an “alarm” clock; now I’m more realistic and identify it as an “opportunity” clock) sounded off and force of habit rolled me out of bed. We lived in a small upstairs apartment over a grocery store. More asleep than awake, I looked out the window and saw snow falling. There were already several inches of snow on the ground and I was driving a heaterless Crosley automobile. I did what any intelligent human being would do that morning. That’s right, I crawled back into bed.

  As I lay there it dawned on me that I had never missed or ever been late for a meeting of any kind. Besides, when they hired me—after my two month campaign to get the job—I had promised to attend all sale
s meetings and training sessions. Mother’s words also came back to me.

  “If your word is no good, eventually you will be no good,” and “When you work for someone—work for them all the way. If you are in something, get all the way in, and if you can’t get all the way in—get all the way out.” The Bible says, “I would that you were cold or hot, but because you are lukewarm, I will spew you out of my mouth.” I stumbled back out of bed and made that cold drive to Charlotte, and a whole new way of life.

  When the training session was over, Mr. Merrell quietly took me aside and said, “You know, Zig, I’ve been watching you for two-and-a-half years, and I have never seen such a waste.” (Now, friends, that will get your attention.) Somewhat startled, I asked what he meant. He explained, “You have a lot of ability. You could be a great one and maybe even become a national champion.” Naturally, I was flattered, but a little skeptical, so I asked if he really meant it. He assured me, “Zig, there is no doubt in my mind if you really went to work on an organized schedule, and started believing in yourself, you could go all the way to the top.”

  To tell you the truth, when those words really soaked in I was stunned. You have to understand my background to appreciate what those words meant to me. As a boy I was rather small, weighing less than 120 pounds fully dressed when I entered the senior class in high school. Most of the time since the fifth grade I had worked after school and on Saturdays, and hadn’t been active in sports. In addition to being little and slow, I was also scared. I never dated a girl until I was 17, and that was a blind date someone else had “fixed” for me. My self-image was that of the little guy from the little town, who someday was going to go back to that little town and earn $5,117 in a single year. Now, all of a sudden, here’s a man who I admired and respected telling me, “You could be a great one.” Fortunately, I believed Mr. Merrell and started thinking like a champion, acting like a champion, seeing myself as a champion—and performing like a champion.

  SUCCESS IS EASY—ONCE YOU BELIEVE

  It’s important for you to understand that during those 2½ years of struggling as a salesman I had learned how to get prospects, make appointments, conduct demonstrations, handle objections, and close sales. The “salesman” was trained but the man was not “ready.” Mr. Merrell got the “man” ready. He didn’t teach me a lot of sales techniques, but before the year was over, I was the number two salesman in America in a company of over 7,000 salesmen. I moved from a Crosley to a luxury car and qualified for the best promotion the company had to offer. The next year I was one of the highest paid field managers in the United States. Later, I became the youngest division supervisor in the sixty-six-year history of the company.

  After my encounter with Mr. Merrell I did not suddenly acquire a whole new set of sales skills. Nor did my IQ jump 50 points. Mr. Merrell convinced me that I had the ability to succeed, gave me something to live up to, and the confidence to use what I already had. I believed him because he had set many records, had written the training program we were using, and, more importantly, he was a man of integrity. Had I not believed him, his message would have had no impact on me. I hope you believe me when I tell you that you, too, are someone special, that you were put here to succeed and that if you will use your ability you can accomplish worthy objectives.

  Many things have happened since that long ago encounter with Mr. Merrell, but that occasion was a turning point in my life. This is not to imply that things have always gone my way since that memorable day, because they haven’t. There was a time when I became a “wandering generality” with more than my share of ups and downs.

  During one of my “downs” I picked up Dr. Norman Vincent Peale’s The Power of Positive Thinking and my career, which was in trouble again, surged forward. Dr. Peale helped me identify the real source of my problems. Needless to say, it was me. Many other good books and good people have been “life savers” at other “down” times. That’s why I encourage you to deliberately seek the company of good people and good books. While there have been some “downs” after Mr. Merrell there have been more “ups,” especially since July 4, 1972, when I committed my life to Jesus Christ.

  This book and the Born to Win Seminar which is built on the book have been the highlight of my professional life. But it has also been my privilege to see some of my works translated into over thirty-four different languages and dialects. I have traveled over five million miles speaking to audiences as large as 69,000, ranging from student groups and sales organizations to churches, professional athletic teams, and chambers of commerce. I have appeared with such outstanding Americans as Dr. Norman Vincent Peale, General Colin Powell, General “Chappie” James, Art Linkletter, Paul Harvey, Olympic star Bob Richards, Dr. Ken McFarland, W. Clement Stone, Pat Boone, Presidents Ronald Reagan, George Bush, Gerald Ford, and others.

  I mention these things not to impress you with what God has permitted me to do, but to encourage you as to what you can do with what you have. I don’t believe there has ever been a more “average” guy as far as size, strength, intelligence, or ability is concerned. I believe that if I can, you can.

  Many factors and people are involved in anyone’s life story, but the special impact P.C. Merrell had on my life cannot be overstated. Incredibly (at least to me), our entire conversation lasted less than five minutes and involved only a few dozen words. That’s one reason I know that one picture is not worth 10,000 words. That is also the reason I ask God before each talk to “make me a P.C. Merrell today.” That was my prayer during the entire time I spent writing this book. Mr. Merrell helped me stop seeing myself as the little guy from the little town struggling to get along. He led me to see myself as somebody special who had something to offer others.

  What a privilege it would be to play just a small but similar part in your life. I just happen to believe that when I share thoughts or ideas that make your life more rewarding on Planet Earth, I am doing God’s work. It is my hope and prayer that this book—and specifically this chapter—will be the bridge that will enable you to easily move from accepting yourself to accepting others. If that happens, then my rewards will be great. My cup truly will be running over.

  SEGMENT THREE

  Your Relationship with Others

  Purpose:

  I. To clarify the way you should see other people.

  II. To sell the concept that you treat other people like you see them.

  III. To establish that you can have everything in life you want if you will just help enough other people get what they want.

  IV. To identify genuine love and give specific suggestions on how to court—after you are married. (Single folks already know.)

  CHAPTER 7

  The Way You See Others

  THE GOOD FINDERS

  Several years ago, an analysis was made of 100 self-made millionaires. They ranged in age from about 21 to well over 70. Their educational background varied from grade school to the Ph.D. level. Other traits and characteristics also varied considerably. Seventy percent of them, for instance, came from towns of 15,000 people or less. Nevertheless, they did have one thing in common. All of them were “good finders.” They could see the good in other people—and in every situation.

  I’m confident you’ve heard the story of the little boy who, in a fit of anger, shouted to his mother that he hated her. Then, perhaps fearing punishment, he ran out of the house to the hillside and shouted into the valley, “I hate you, I hate you, I hate you.” Back from the valley came the echo, “I hate you, I hate you, I hate you.” Somewhat startled, the little boy ran back into the house and told his mother there was a mean little boy in the valley saying he hated him. His mother took him back to the hillside and told him to shout, “I love you, I love you.” The little boy did as his mother said and this time he discovered there was a nice little boy in the valley saying, “I love you, I love you.”

  Life is an echo. What you send out comes back. What you sow you reap. What you give you get. What you see in others exist
s in you.

  Regardless of who you are or what you do, if you are looking for the best way to reap the most reward in all areas of life, you should look for the good in every person and in every situation and adopt the golden rule as a way of life.

  It’s a universal truth that you treat people exactly like you see them. It’s also true that all you have to do to find “good” or “ability” in a person is to look for it. Once you find that “good” or “ability” in the other person, you treat him better and he performs better. So it’s good “business” and good “humanness” to be a “good finder.”

  DON’T TAKE THE MOON DOWN

  After you have “found” the good, be sure to do some good by spreading the word. Many times people see the good and then keep it a secret. This isn’t true at Bay City High School in Bay City, Texas. Several years ago, with full support of principal Joe Graham, Barry Tacker started a recognition program for students who deserved praise and recognition but generally went unnoticed even though they displayed positive, responsible behavior and attitudes. During the school year over 500 students were recognized by the teachers and “sent” to the office. Mr. Tacker reports these results: (1) Good students were recognized. (2) Students learned they could be recognized for positive behavior, not just negative behavior. (3) The principals got to know many students by first names instead of faces. (4) Student attitudes improved; they appreciated the recognition. (5) Teachers were forced to look for the positive characteristics of students in their classes.

  When students were called into Mr. Tacker’s office, their first reaction was generally, “What have I done?” expecting bad. Curiosity turned into smiles as he described “what they had done.”

  I will never forget when I met Walter Hailey, a successful and dynamic man from Dallas, Texas, because Walter and I established an immediate rapport. After a short visit, he wanted to show me one of his unique ventures. He was in the insurance business and had conceived a new idea for merchandising insurance to thousands of independent grocers throughout the country, using grocery warehouses as a base.