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1992-01-11
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CHAPTER 5
SECRETS OF POWER THINKING
I have always likened the business of selling to fish-
ing. By instinct or with a fish finder you've found the
spot where the fish are feeding. You cast your line and bait
into the water, then comes the excitement of landing your
catch.
Talking about fishing and selling, have you ever no-
ticed the similarity between sharks and shoppers? Sometimes
you can walk into a store and find it almost devoid of
customers. Walk into the same store a few hours later and
it's packed. It appears that when a couple of people start
shopping, everyone else wants to join in. The Feeding
Frenzy.
In retail sales, this 'feast or famine' manifestation
is recognized and catered to. When an item is "hot", you
will find it featured in big displays in the stores, you'll
find it prominent in advertising and it becomes used as
'specials' to draw people into the store, where, hopefully,
they will buy other less popular items.
If you give it some thought, you can take advantage of
this strange psychological phenomena.
Max Davis owns several large shoe stores. When busi-
ness slacks off at times they should be busy, he tells half
of his sales people to put on their outdoor clothes and have
the remaining sales people try fitting them with shoes,
giving the appearance of a busy shop. It is a ploy that is
amazingly successful.
His motto - Stir up the water, throw in some bait and
wait for a feeding frenzy.
A couple of questions: - Do people avoid shopping at
stores which are avoided by other people?
Do you ever wonder what is wrong with a store when it
never seems to have any customers?
With the right bait,(advertising), in the right loca-
tion, (market), you are rarely disappointed. When people
start to buy - they buy and buy. Think about Hula Hoops,
Cabbage Patch Kids and Pet Rocks.
I once met the man who said, "Hula Hoops? They'll
never sell."
You need to think, to concentrate. Let's break market-
ing down into it's most important parts. There are other
parts, just as important that you will discover for your-
self, but for the moment, the following will get you well on
the road to a profitable business.
Don't take these thoughts on selling lightly. Study
each one carefully, give it your full attention. Think about
them when you get up in the morning and give them considera-
tion before you fall asleep at night.
You must be resolute and utterly determined to succeed.
There should be no doubts, no hesitations, no qualifi-
cations. You WILL be your own business person. You WILL own
and run your own business. It will make you wealthy and it
will provide you with luxuries for which you have long
dreamed, but you must be determined.
I cannot stress this strongly enough. One degree of
lost confidence or wavering of purpose will take ten degrees
of fight-back. That energy can be expended more profitably.
The skill of deep thinking is understood by very few
people - the successful ones. They say it is the ability
which separates human from animal. It is something you must
learn to do and it is something you must practice daily. By
Thinking, I don't mean standing in front of a row of
products deciding which one you will select, and I don't
mean giving your Mail Order business a couple of minutes
thought during commercials on the television. I mean pure,
unadulterated concentration.
Set aside fifteen minutes EVERY day. Later you'll find
that you're stretching it to thirty minutes, but for now
allocate fifteen minutes which you can spend alone and
uninterrupted.
Get seated in a comfortable chair - not so comfortable
that you'll fall asleep - place a notebook and pencil on
your knees and start thinking about your business.
Don't force thoughts to come. Just sit there and wait.
The human mind is unable to keep still. Even if you tried
to prevent it, your mind will begin going over events.
At first, until it grows accustomed to what you expect
it to do, your mind will flit about like a butterfly in a
field of daisies. Keep bringing it back to contemplation of
your business, not to any special part of your business, it
will eventually find what you need all by itself.
After you have done this thinking, or meditation as
some people call it, two or three times, your mind will know
what you expect it to do and ideas will begin to flow.
This is the astonishing part, and believe me, it will
happen to you, your mind will begin providing you with
knowledge it seems impossible for it to possess. It will
tell you where to look for the most popular products. It
will line up ideas on promotion and publicity so fast you'll
hardly have time to write them down. Opportunities and
potential sales will flood your mind in a way that's com-
pletely incredible, but the greatest benefit of this concen-
trated thinking is yet to come, the After Flow.
When you have finished your 'think session', your mind
will continue working. Fresh ideas will be in the forefront
of your mind when you wake in the morning. A new and bril-
liant idea for advertising will pop into your mind while you
are shaving in the morning or as you drive the kids to
school. While you are eating lunch you will suddenly know
the answer to a problem that's been nagging at you. Ideas,
thoughts, schemes, programs, will pop into your mind when
you least expect it. They will even wake you in the middle
of the night.
WRITE THEM DOWN.
Keep a pencil and pad of paper beside your bed. Carry
a small note book wherever you go. NEVER, NEVER say to
yourself, "I'll remember that."
IF YOU DON'T WRITE IT DOWN YOU'LL FORGET IT.
You've just learned the Number One secret of making
money. You didn't have to go to school to learn it. You
didn't pay an immense sum to attend a seminar. You didn't
even have to leave your armchair to discover the greatest
money making secret of all. Thought. Calculated thinking.
Believe me, it works.