To gain attention and get interest is not enough. With a
feeling of confidence and earnestness you must arouse the
desire, incite that inward, invisible intensity of being and
make others want to do what you propose. You have the
power to intensify your thoughts. Concentrate this power on
a sale, and you will attract all the forces necessary to accom-
plish it. You will attract that which you want to accomplish
by putting a lot of thought into it. When you proceed along
this line, you are in a position to draw on all the necessary
elements and entities and make full use of them. The sale
will build itself if you center your thoughts on it. Thoughts
turn into realities. Your great creative power is within you
now, right where you are, ready to go to work for you. You
can apply the Law of Attraction as a means to help you put
this power of creative selling into action. It will turn your
sales ability into cash.

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The power of creative selling lies not in the product, not
in the service, and not in the prospect—it lies in you. It lies
in your ability to apply the Law of Attraction to draw the
prospect to you. As a salesman, you want results; you want
to make a sale, and you want to be of service to the prospect.

The most scientific and practical way to do this is to give
the prospect all the knowledge and information possible
about your product. Make an effort to give him a complete
and comprehensive picture of what the product is, what it
can do for him, and the pleasure and satisfaction he will
derive from owning it. In doing this, you give the prospect
an idea of what you can really do for him. He feels the im-
pact of your impelling presentation. You stimulate and in-
cite his consciousness with a genuine reason for buying. You
feelingly persuade him to act. The prospect says to himself:
“This is an appeal to my reason and to my interest, and ac-
cording to my judgment it is a sound presentation. It makes
sense. This salesman is telling me the truth. He believes
what he says. Therefore, I am going to act on his advice
and counsel.” Prove and demonstrate that the product that
you are selling has merit, that it is faithfully meeting the
needs and satisfying the wants of others, and that it will
therefore serve and benefit your prospect.

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The Law of Attraction is very plainly expressed in the
Bible. It reads: “To him that hath shall be given, and from
him that hath not shall be taken away, even that which he
hath.” As applied to attracting the prospect, this simply
means that if you have the thoughts and ideas to attract him,
and give them out, then you attract other things to you, and
therefore more things shall be given unto you. On the other
hand, if you do not make use of the thoughts and ideas you
now have, then even that which you already have shall be
taken away. It merely expresses the inexorable and immu-
table law that you have to give in order to get.

In selling you have only one thing to give, and that is
your ability, intelligently reviewed and appraised, and con-
veyed to others through a system or a plan of action. Your
ability can be expressed through a Sales Plan. You can
create this plan in a haphazard, hit-or-miss way, or you can
create it in a scientifically planned way. To attract a pros-
pect and to create a sale, the latter is imperative. The per-
fection of selling starts with you. How high do you register
in the scale of perfection? What are you doing to improve
your efficiency? Have you learned to harness all your forces
and concentrate them on the job of selling? Have you ac-
quired the knowledge and skill to do the greatest amount of
work with the least possible amount of effort in the shortest
period of time? Can you get maximum results with minimum
effort? Are your thoughts liquid? Can you adjust yourself
quickly? Have you the power of adaptability? Can you apply
common sense? Do you assume the role of self-importance
when shouldered with the responsibility of serving others?

Does your expert knowledge and keen sales ability lose its
charm and savor at the expense of impudence and arro-
gance? Do you use your head for other things as well as a
place to hang your hat? Always remember that if the product
or service could talk and reveal its qualities, services, merits,
usefulness, and its benefits and advantages to the prospect,
the power of creative selling would be unessential and your
services as a salesman would no longer be needed. However,
since the product or service cannot do this, it is your job to
do it effectively. This requires positive thinking, creative
planning, and dynamic action.

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In making an analysis of these causes and interests, we
discover that they may be influenced by certain advantages
and the effect they have on the life of the prospect:

First: The first advantage that the prospect desires is hap-
piness or peace of mind. The prospect derives great satisfac-
tion from what he buys. His purchases buoy him up. He
feels that he is really doing something worth while.

Second: The second advantage the prospect desires is the
gain of health. He places a great value on this because it is
his greatest and most important asset, and he will buy almost
anything if he is convinced that it will improve and safe-
guard his own health or his family’s.

Third: The third advantage he desires is a gain of money
or wealth. The prospect realizes that it is necessary to spend
money to earn money. Therefore, he will buy those things
on which he can make money or those that he can resell and
make a profit.

Thus you have a direct road to the prospect’s interest, a
direct road to the sources of his decision to buy, and a road
map of the advantages by which you can attract him. You
have a psychological background. This is the foundation on
which to create a scientific sales presentation. With this
scientific knowledge and information about the prospect,
you can create thoughts and ideas from within that will at-
tract him, and, by gaining his confidence, you can sell him
your particular product. Thoughts about the thing you want
to sell, built around his interests, his needs, and his wants,
and believed in by you, will convince him to buy.

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Invested effort in selling is rewarded with success. “He
that loses his life shall find it.” Therefore, harness your
forces, discipline your effort, measure your time, marshal
your energies, and concentrate your ability on selling. Lose
yourself in the needs and wants of the prospect. Make his
interests your cause, and do not worry about results. Before
you know it you will be cashing commission checks.

“Procrastination is the thief of time.” Indecision and post-
ponement bring many delays and rob you of many valuable
sales. Are you bold? Are you determined? Are you really in
earnest? Take hold of yourself. Believe that you can sell and
you will have the power to sell. Courage has genius, power,
and magic in it. Once you begin to use the positive power
of creative selling you will have all the vim, vigor, vitality,
force, and power you need. You will get results.

Your success and progress will not only be fascinating and
stimulating, but they will be beyond your own comprehension.
Therefore, learn to be bold and courageous, but always remain
humble and know that every ounce of effort you invest in
selling will be justly rewarded and fully compensated.
The days ahead demand strong minds and understanding
hearts, fortified with unfailing integrity, enlivened with crea-
tive ability, sustained with great tenacity, buttressed with
courageous action, and embedded with true faith and with
ready hands.

As we travel along our way we take a lesson from an in-
scription written in letters of gold on one of the pillars of
the main court of the great Wanamaker Store in Philadel-
phia. It was written by John Wanamaker, the founder.
“Let those who follow me build with the plumb of Honor,
the level of Truth, and the square of Integrity, Education,
Courtesy, and Mutuality.”

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However, you have your own row to hoe; you have your
own life to live, and you have your own sales procedure to
follow. You have your own living to make, and I hope some
of the ideas expressed in this book will help you. Be coura-
geous and put your creative power into action, and you can-
not fail to be successful. Courage, you know, is a spark from
heaven. It fills you with the faith to act, and this gives you
the dynamic power to perform and to go ahead.

Man does not know how good he is until he begins to use
his courage. Courage is that quality that enables you to
encounter any situation with firmness. It makes you daring
and bold. It fills you with valor and the dauntless spirit to
conquer all adversities, overcome all obstacles, surmount all
conditions, solve all problems, hurdle all hindrances, and
make you the master of your affairs. Courage will arouse
within you the very essence of creative power, and enable
you to make sales you never thought possible.

You can increase your sales production a hundredfold and keep our
economy prosperous and expanding. You can demonstrate
the power of creative selling as a vibrant reality.

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Creative selling holds a very definite place in our economy
today, and it is the only power that can keep our economy
strong, balanced, and capable of expanding to meet the new
situations and new conditions that are developing with light-
ning rapidity. These new situations and new conditions will
require new products and new services. Only the salesman
can create the new markets necessary for their success.

The men and women who sell are not only faced with a
responsibility, but with a definite challenge. They must have
the daring and ability to create sales. They must stub their
toes, wake up, shake off that state of lethargy, and arouse
that sleeping giant of creative power and positive action
hidden within themselves. They must dare to think for them-
selves. They must rely on their own creative power. With
faith and confidence, engendered by positive thinking, they
can draw on their latent ability and practice and demonstrate
the power of creative selling to create sales that others may
think impossible.

Salesmen who blaze new trails, open up new markets,
pioneer new products, and create sales are salesmen who
dare to sell things that have not been sold before. While
others doubt, they go forward. They think, they seek, they
ask, they search, and they find. They open new opportuni-
ties and help to furnish employment to millions of people.

They have the challenge to dare, the incentive to undertake,
and the urge to begin, and soon their ability is turned into
power that produces sales. They realize that “he who dares
to think” stands secure in the majesty of his own might, and
enjoys the blessings of his own efforts.

Creative selling is a science and also an art. The science
teaches you what to do, and the art teaches you how to do
it. Creative selling is the ability and art of increasing the
satisfaction of the prospect by convincing him that the thing
he buys will best fulfill his needs and desires. In fact, it is
creating a market that did not exist before.

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SELLING is not a new art. It is as old as man himself. When
man first began to exchange ideas he began to sell. Sell-
ing has always been employed as a means of influencing
someone to do something. It has been demonstrated in the
form of exchanging ideas, products, plans, or services. How-
ever, it was soon discovered that, in order to influence a man,
it was necessary to please him. If the man was pleased, he
would listen and pay attention to your story; otherwise, he
paid no attention. Therefore, in order to sell him, it was
necessary to know how to please him.

Thus opened up an entirely new field for selling. To be
successful at this art it was necessary to know the charac-
teristics of the prospect. A study had to be made of his
wants, his needs, his hopes, his aspirations, and the many
other hidden attributes that controlled his desire to buy. In
order for the salesman to understand his prospect, he was
compelled to turn the searchlight on himself. This was not
all. It was necessary for the salesman to know everything
possible about his product, its history, its background, and
the part it played in the life of the prospect. It was essential
to analyze the markets to comprehend the possibilities of
the product, and the various uses in which it might be ap-
plied. The salesman had to uncover the unknown needs, and
to supply those needs, and to create markets that did not
exist before. He had to be able to sense trends and to evalu-
ate them in the light of reason and common sense.

The salesman is no longer an order taker with a worn-out
valise, a bag of tricks, a bundle of sales cliches, and a stock
of stale stories. The salesman of today is a psychologist, a
scientist, an analyst, and an artist, all rolled up in one. He is
dealing with the greatest thing in life: the mind and its ideas,
as applied to the continued development of our economy
and the distribution of its products.

I felt that a Sales Plan was the means by which I could
concentrate all my power and focus all my ability to arrest
the attention of the prospect, kindle his interest, stimulate
his desire, and convince him to act. It would enable me to
get results quickly. I also felt that it would mean money to
me—and, believe me, it has! When I stubbed my toe, I woke
up to the power of creative selling. It has been worth to me
many times the inheritance in the dream. It can be worth
the same to you, provided you stub your toe—because what
am I that you are not?

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I had plenty of prospects. What next? I needed a sales ap-
proach. It was only good sense on my part to create a Sales
Plan that would set forth, in plain, understandable language,
the many benefits and values of life insurance, and what they
really meant to the prospect. The Sales Plan to present these
important ideas had to be good, compelling, and concrete.
It had to contain the power to attract the attention of the
prospect. It had to possess the power to arouse the interest
of the prospect. It had to create the power to stimulate the
desire of the prospect. It had to generate the power to per-
suade and convince the prospect to act.

I spent many many hours of study and meditation in cre-
ating this Sales Plan. I checked, I double checked, I anal-
yzed, I visualized. Was it interesting? Was it comprehensive?
Was it stimulating? Was it concise? Was it persuasive? Was
it convincing?

Every idea, every sentence, and every detail was attended
with the strictest attention. Every word was studied for the
correct pronunciation, for the proper enunciation, and for
the right sound and inflection. Every thought in each sen-
tence was studied for proper emphasis. Every particular was
weighed and balanced. Nothing was taken for granted, and
no detail was overlooked. When I had this Sales Plan in
good form, I memorized it. I read it out loud many times. I
dramatized it. I felt it. I lived it. I perfected it. Then I used it.

The Sales Plan presented a good proposition and a sound
idea. What about the prospect? Was he attracted? Was he
interested? Was he stimulated? Was he convinced? The re-
sults were beyond my fondest expectations. That Sales Plan
sold millions of dollars worth of life insurance.

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