See yourself a person of influence in the business world. See yourself INCREASING IN VALUE EARNING STILL MORE MONEY as you grow older. See yourself engaged in a line of work where you will not fear the loss of a job. Paint this picture through the powers of your imagination and lo! it will turn into a beautiful picture of DESIRE. Use this DESIRE as the chief object of your CONCENTRATION, and see what happens!
If may take longer than ten days. Again, it may take only one day. That will depend upon how well you perform the task.
You now have the secret of the Great Magic Key! It will unlock the door to whatsoever position in life you want if that position is humanly possibly of attainment. It will make of you a better employee and a better citizen if the object of your concentration is a worthy one.
Use this Great Key with intelligence! Use it only for the attainment of worthy purposes, and it will give you the things of life for which your heart may crave. So simple, so easy of application, yet SO MARVELOUS IN RESULTS! Try it! Begin right now. Forget the mistakes you have made in the past. Start all over again, and make the next five or ten years tell a story of human accomplishment in whatever line of work your calling may have placed you, that you will not be ashamed of – that the generations of your family yet to come will be PROUD of!
MAKE A NAME FOR YOURSELF THROUGH – AMBITION, DESIRE, IMAGINATION, AND CONCENTRATION!
Finally, I wish to leave this thought with you. It has been my constant companion through life. It has supported my tired legs when they would otherwise have allowed me to fall by the wayside. It is this:
“EVERY ADVERSITY IS IN REALITY A BLESSING IN DISGUISE. THE UNIVERSITY OF HARD KNOCKS IS THE GRANDEST SCHOOL IN THE WORLD. IT SENDS ITS GRADUATES FORTH TO FIGHT LIFE’S BATTLES. ABLE AND STRONG ENOUGH TO OVERCOME EVERY OBSTACLE THAT MAY CONFRONT THEM.”
“From every failure we may learn a great lesson if we will.”
– Napoleon Hill
Let me summarize the five chief points in this series of lessons, so you will not forget them. They are (1) Self-Confidence, (2) Enthusiasm, (3) Working with a “Chief Aim,” (4) Performing more work than you are paid for, and (5) Concentration, backed by desire and unwavering faith. By a reasonably intelligent application of these qualities, you can become master of your own career.
Very cordially yours,
Napoleon Hill
80 East Randolph Street
Chicago, U.S.A.
GITOMER’S THOUGHTFUL ACTIONS
HOW TO IMPLEMENT THIS LESSON
Hill loves to use the word “magic” because it conjures up the idea that you must master the magical aspect of your career and craft by perfecting the ordinary. Hill guides through the thought process and gives you the steps – but only YOU can do the work.
Think about a time you were going through a hardship. Write down what happened and the lessons you learned. Write down what you are now choosing to do differently as a result of the event. Now think about your blessed successes, and go through the same process. The reason for documentation is obvious. It’s your success journal and your success journey. CONCENTRATE ON YOU!
Lesson Number
19
THE VALUE OF PERSONAL APPEARANCE IN CREATING A FAVORABLE FIRST IMPRESSION
(An after-the-lesson visit with Mr. Hill)
GITOMER INSIGHT: WARNING: DO NOT TAKE THIS LESSON LIGHTLY.
Hill’s colleague O. H. Chamberlain, Jr., himself a world-class salesman and business leader, is given the opportunity to talk about the importance of first impressions people and salespeople make, and the impact those impressions can make both personally and financially. The warning is: do not think that your first impressions are OK until you have talked to others.
I gladly relinquish my pages for this lesson to Mr. O. H. Chamberlain, Jr., whom I consider to be one of the leading salesman of America. Mr. Chamberlain brings to you, through this little visit by proxy, the benefit of his experience, in a managerial capacity, with such well-known firms as the National Cash Register Company, The American Multigraph Company, and others of equal prominence.
Mr. Chamberlain will talk to you, through these “sacred” pages of mine, on the subject of –
“THE VALUE OF PERSONAL APPEARANCE IN CREATING A FAVORABLE FIRST IMPRESSION.”
It is ordinary business custom to give a man of good personal appearance a courteous reception.
The most inconsiderate men do this, if only for selfish motives. They fear that they may turn away a possible patron.
Until a man is known, the things which go to make up his personal appearance are the credentials which entitle him to courtesy. A cordial greeting is a good start toward securing a satisfactory interview, which launches a salesman toward his goal.
Another reason for cultivating a pleasing personal appearance is that the average business man has many demands upon his time. Often it is not possible for him to grant every request for an interview. He chooses those to whom he will give attention. Naturally, he chooses those whose personal appearance pleases him most.
A sale is the process of changing a prospect’s mind from inattention and indifference to complete accord with the salesman’s mind. It is accomplished only by creating certain impressions in the prospect’s mind.
An impression is a favorable impression when it adds its ever-so-little power to turn the prospect’s thought in the right direction. Mental impressions are created both through the senses and by the reason.
The first impression which the prospect receives from the salesman is through his sense of sight. It will be favorable or unfavorable just in proportion as the appearance of the salesman is pleasing or displeasing. It is a law of mind that every impression is colored by the preceding ones. Therefore, it is of primary importance that the first impressions be pleasing.
A graceful and easy carriage denotes strength. The average man does not know how to walk, stand, or sit. Children should be taught early in life the proper carriage of the body so that unconsciously they may be at ease.
A man’s bodily attitude is a mirror which reflects his mind and spirit. The slouching man has a slouchy mind. Self-respect, authority, and assurance manifest themselves as unmistakably in the carriage as do servility and self-depreciation.
No man whose carriage shows indecision, doubt, or carelessness will impress a stranger favorably. The attitude of the healthy man, sitting, standing, or walking should be erect. It is nature’s sign of well-being.
I recently witnessed a clear illustration of the two extremes of carriage. During the inauguration of a western governor, he was attended by several stout policemen and a spruce young orderly. Throughout the ceremony it was distressing to watch the discomfort of the policemen. Standing on their flat feet, with stomach extended and chest collapsed, they shifted from one foot to another. The aide-de-camp stood at attention throughout the entire ceremony with no sign of discomfort. He rested easily on the balls of his feet, stomach thrown in, chest held high and forward, and head thrown back.
The carriage of the salesman, as he walks forward to greet his prospect, should betoken health and courage, faith in himself and in his mission. If he is invited to take a seat, he should not collapse into the chair, sink down in it, and sit on the point of his back bone. He should sit erect, though not stiffly. For the salesman, like the orderly, is a soldier – a vanguard in the army of modern commerce.
The impression that he is talking to a vigorous, self-respecting man is certain to influence the prospect.
The salesman’s dress has much to do with creating a favorable first impression. It should be suited to his business. If it is too foppish or too slovenly, it will divert attention from his mission. It should be adapted to the season and startling effects should be shunned.
Lord Chesterfield says that a man is best dressed when those who behold him have no sense of his apparel except that of a perfect whole.
A man need not be expensively clothed in order to be well dressed. Clean linen, well-brushed and pressed
clothes, a fresh tie, and shoes well shined contribute much to the well-dressed man.
Poise plays a large part in appearance. The prospect instinctively looks at the bearing and facial expression of the salesman. If he sees there the serenity and mental peace which poise brings, he unconsciously relies on them.
The eyes of the man of poise are good to look into. Optimism or pessimism indelibly stamps its story upon the features. Disease and health reveal themselves through the face. The serene soul alone is strong.
The absence of bodily and mental control is shown in mannerisms. Many salesmen have failed because of irritating eccentricities. At best, the mannerism detracts from the maximum attention and interest on the prospect’s part. He cannot attend to the salesman’s language, however logical and convincing it be, if it is accompanied by fidgeting and lack of ease.
There are mannerisms of the body: swaying, wriggling, and constant changing of position. They should be overcome. Many salesmen have characteristic ways of holding their heads. Unconsciously, they wag them from side to side, shake them, throw their heads back and forward, or run their hands through their hair.
There are mannerisms of the feet, shuffling, tapping on the floor, sliding, and unconsciously kicking against a chair or desk, which preclude that attention on the part of the prospect which the salesman desires.
Many mannerisms of the face hinder a thoughtless salesman. In his desire to give emphasis, a salesman sometimes will extort his facial muscles to an extent which is very disagreeable to his auditor. Some men seem unable to find a place for their hands. They are continually moving, stopping now and then to let the fingers tap the “devil’s tattoo” on the top of a desk or the arm of a chair. One of the most disagreeable mannerisms of the hands is the “washing in invisible soap and water,” as if in imitation of an English butler.
An unpardonable breach of politeness is putting the fingers in the mouth and biting the nails. Fondling the head and face with the hands should be avoided, as it is not only an evidence of lack of ease, but prevents your auditor from hearing you distinctly.
Above all, do not handle objects on the prospect’s desk. Some men resent the liberty, and, in any case, it shows lack of self-control.
It should not be necessary to point out that the salesman should keep his hair well trimmed and brushed, his nails manicured, and his face shaved. Yet many men are limiting their earning power today by neglecting just such essential details of persuasive appearance.
Nothing is negligible in salesmanship, however small it may be, if it affects a sale. The salesman who creates an unfavorable impression by hands, neck, and face in need of scrubbing, finger nails in mourning, or dandruff upon his coat is greatly handicapping himself.
The salesman should constantly guard his breath. Nothing will repel a prospect so surely as foul breath.
The test of a salesman’s progress, from the time he enters another man’s place of business until he leaves, is in drawing the other man toward him. Any impression which repels should be guarded against, whether it be in personal appearance, speech, or action.
The real test is this – will it attract or distract the prospect? Will it win or lose his interest?
Very cordially yours,
Napoleon Hill
80 East Randolph Street
Chicago, U.S.A.
GITOMER’S THOUGHTFUL ACTIONS
HOW TO IMPLEMENT THIS LESSON
Look at yourself in the mirror. First impression is not just the impression you make on others. It’s the impression you give to yourself. How are you dressed to read this book? Dressed with a “ready to win” spirit? What kind of impression are you making every day with your customers, your colleagues, your family. . .yourself? Unsure? Take a selfie every day. Ask people around you who you trust, and who make a good first impression every time. While your appearance may not help you win the sale, bad appearance could cause you to lose the sale.
Lesson Number
20
AT THE SIGN OF THE DOLLAR
(An after-the-lesson visit with Mr. Hill)
GITOMER INSIGHT: This lesson is another pivotal point in the book. Hill distills his insight and wisdom in a succinct and flowing way so that most of you are lulled to sleep – except for a few – those few that grasp at what Hill was saying will receive the reward of the century – oh wait – they already did. Be as astounded at Hill’s genius as I was.
Well, here I am back with my shovel and spade ready to dig in my “sacred garden spot” again.
I feel very lonesome when I turn over these pages to someone else, even for one lesson.
This is a suitable point in your course at which to leave with you a thought which I do not want you to overlook. I have seen doctors who made a practice of leading their patients to believe that they were very sick, largely because with this thought came the natural expectation of paying a big fee.
To come to the point quickly, permit me to say that I do not believe in this practice. I believe that self-confidence is the state of mind which precedes success. I believe that all great truths are, in their final analysis, very simple. In furtherance of this belief, I want to repeat again that the mechanics of success and achievement are not the most important part of the work which you are preparing yourself to do. It is your DESIRE to be able to execute the principles I have laid out.
However, the important part of every man’s success is to create the plan back of the philosophies. You who are preparing yourself as professional men and women must be ever alert and on the lookout for short cuts.
It is but an incident that your salary is drawn from some particular employer. Your real salary is paid by the consumer of the commodity which the company offers.
For many years the Oliver Typewriter Company has been marketing its machines at $100 each. It has been selling through the usual plan of distribution through agents.
Just recently it has cut off its entire agency force and gone direct to the consumers with the machine at $49 each. At one stroke, it has clipped off 50% of excess baggage which the consumer has heretofore been compelled to shoulder.
GITOMER NOTE: Sound familiar? This was written 100 years ago. Read on. . .
Just now, the question of the High Cost of Living is occupying the attention of the entire world. The man or woman who creates a plan for shortening the route between producer and consumer on any commodity is well on the road toward success in the field of selling.
If this were the last “after-lesson visit” I ever expected to have the pleasure of writing for you, I would devote the space to the subject which I have selected for this time. I would urge you, to the utmost extent of my power, to shorten the route in every way possible between the producer and the consumer. Under our present distribution plan, we have loaded the consumer with altogether too much excess baggage. In many cases he is paying a profit to the producer, jobber, wholesaler, and retailer, whereas he ought to pay a profit only to the producer.
Some of you may be engaged in the retail business. Others of you are or will be working for the retailer. Others working for the wholesalers and jobbers. Let me say to you who feel that this argument is striking close to your source of bread and butter, that a readjustment of our distribution plan is bound to take place. There is an economic necessity for this readjustment. I am warning you now so you may get ready for the time when this readjustment must materialize. If you are going to become a top-notcher in the field of Success and Selling, you must keep your mind at work over-time devising ways and means of delivering at least the necessities of life to the consumer at a less cost. This is your great problem, students of sales and success. It always will be your great problem.
Master the mechanics of sales as we are teaching it, yes – but also begin right now to cultivate the viewpoint of the consumer. Study his needs as well as those of the producer. The big sales men and women of the future – those who command $10,000, $15,000, $25,000, or even $50,000 a year – are going to be the men and women
who will devise ways and means of supplying the consumer with the necessities of life with fewer middlemen’s profits tagged on.
It makes no difference how close to home this argument may strike you, the logic of it cannot be evaded. To be forewarned is to be forearmed. Commence now to adjust yourself to the new economic era which is rapidly rising above the horizon of commercial progress.
Over one hundred million dollars a year in business is coming here to Chicago to the one firm of Sears, Roebuck & Company. Anywhere that you place the point of a pin on the map in the United States and in many of the foreign countries, you will find regular customers of Sears, Roebuck & Company.
Why is this?
The answer is that Sears, Roebuck & Company is supplying the consumer with merchandise at a less cost than it can be purchased for after it has gone through the hands of several middlemen.
Some of these days, someone is going to win both fame and fortune by devising ways and means of going a step further than Sears, Roebuck & Company have gone. This person, whoever he or she is, will work out a plan which will bring merchandise to each local community where it may be first examined and then purchased at mail-order prices. The plan, when it is perfected, will be very simple. That is, it will sound simple enough after someone has made a few million dollars of profit out of it.
Think for a moment what an enormous buying power a concern would have if it did all of the buying for one store located in each town and city in the United States. You can very readily see where Sears, Roebuck & Company’s business would go if such a plan were perfected.
GITOMER NOTE: Hill has just predicted Wal-Mart and Amazon in one sentence.
Somehow or other I cannot help feeling that this plan, when it is worked out, will be credited to some of my students. This is something for you to think about. Talk it over with your local banker. Talk it over with your local merchants. Get all the information on the subject that you can. And bear in mind always while you are discussing this subject that the big problem in merchandising today is the problem of economic distribution – the shortening of the route between producer and consumer.
Truthful Living Page 14