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The highway to the interest of all men lies on the fertile
plain of ideas. Hazel McCann used this highway to attract
Dr. Douglas, and as a result she was highly rewarded. As a
salesman, you have access to this highway from a choice
field of selling ideas. Your ability and power as a salesman
must be expressed through ideas. You must be able to pre-
sent these ideas by creating a Sales Plan to merchandise your
proposition. You must turn over what you have in order to
get something else; in short, you must sell.

You must keep on the move, and consider the ups and
downs in your activities as a stepping stone to greater
achievements. Has it ever occurred to you why the ocean’s
waves constantly roll and break against each other with
clocklike regularity? Without this persistent motion the
ocean would become stagnant. Everything in and around
it would perish. These movements keep the water teeming
with wholesomeness and vitality.

Ups and downs in selling act as a tonic to provoke thought
and stimulate action. The world is a proving ground. The
prospects you call on furnish you with material for your
laboratory of human relations. Your salesmanship is the head
chemist who compounds formulas, and, if these formulas are
scientifically compounded, you can attract the prospect and
sell whatever you desire. In this chapter there are formulas
compounded in the laboratory of human relations, tested in
the field of experience, and proved on the proving grounds
of hard knocks.

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First, I analyzed the principle of life insurance thoroughly
to determine its value and to appreciate its worth. I con-
cluded that it was a very excellent idea. I liked the idea of
the protection it could provide. I liked the idea of the estate
it could create. I liked the idea of the savings account it
could establish. I liked the idea of the income it could guar-
antee for old age. In fact, I liked the idea of all the benefits
that life insurance could provide for the individual and his
family.

This analysis of life insurance gave me a comprehensive
interpretation of its function and a clear picture of the bene-
fits that it could provide for the prospect. I was thoroughly
convinced that it was a good idea; a sound and practical
proposition. I firmly believed that I could sell it. I had faith
in it.

Faith is believing in something, and so it remains until
you demonstrate your ability to fashion faith into reality.
Now arose the question of how I could convert my faith
into results by selling life insurance. How could I get the
idea of life insurance and its many benefits over to the pros-
pect? How could I convince the prospect that it was a safe
place for him to invest his capital? How could I make the
prospect feel as I felt about life insurance?

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