The Giants of Sales: What Dale Carnegie, John Patterson, Elmer Wheeler, And Joe Girard Can Teach You About Real Sales Success

241 Pages·2006·3.24 MB·English

by  Tom Sant

Giants
The
Sales
of
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Giants
The
Sales
of
hat ale arnegie ohn atterson
W D C , J P ,
lmer heeler and oe irard
E W , J G
an each ou bout eal ales uccess
C T Y A R S S
Tom Sant
American Management Association
NEW YORK • ATLANTA • BRUSSELS • CHICAGO • MEXICO CITY
SAN FRANCISCO • SHANGHAI • TOKYO • TORONTO • WASHINGTON, D.C.
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LibraryofCongressCataloging-in-PublicationData
Sant,Tom.
Thegiantsofsales:whatDaleCarnegie,JohnPatterson,ElmerWheeler,and
JoeGirardcanteachyouaboutrealsalessuccess/TomSant.
p. cm.
Includesindex.
ISBN0-8144-7291-5
1. Selling. 2. Salesmanagement. I. Title.
HF5438.25.S265 2006
658.8(cid:2)1—dc22
2005033827
(cid:2)2006TomSant.
Allrightsreserved.
PrintedintheUnitedStatesofAmerica.
Thispublicationmaynotbereproduced,
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inanyformorbyanymeans,electronic,
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withoutthepriorwrittenpermissionofAMACOM,
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1601Broadway,NewYork,NY10019.
Printingnumber
10 9 8 7 6 5 4 3 2 1
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For Susan . . .
my partner, my wife
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CONTENTS
Preface ix
PART ONE
SELLINGINTHETWENTY-FIRSTCENTURY
1 (cid:129) StatingtheObvious (cid:129) 3
2 (cid:129) FourWaystoSell (cid:129) 15
PART TWO
JOHNHENRYPATTERSON:THE PROCESSOFSELLING
3 (cid:129) DesperateinDayton (cid:129) 25
4 (cid:129) APrimeronProcess (cid:129) 37
5 (cid:129) Patterson’sLegacy (cid:129) 53
6 (cid:129) TheProsandConsofSalesasaProcess (cid:129) 65
7 (cid:129) MakingItWorkforYou (cid:129) 78
PART THREE
DALECARNEGIE:THEAPOSTLEOFINFLUENCE
8 (cid:129) TheYoungManfromMissouri (cid:129) 85
9 (cid:129) TheCarnegiePrinciples (cid:129) 91
10 (cid:129) The25-YearOvernightSuccess (cid:129) 104
11 (cid:129) Carnegie’sHeirs (cid:129) 110
12 (cid:129) MakingItWorkforYou (cid:129) 116
PART FOUR
ELMER WHEELER:THE MAGICOFWORDS
13 (cid:129) MakingYourSalesSizzle (cid:129) 123
14 (cid:129) ThinkingandBuying (cid:129) 128
15 (cid:129) Wheeler’sDeal (cid:129) 137
16 (cid:129) TheLanguage-BasedApproachToday (cid:129) 153
17 (cid:129) MakingItWorkforYou (cid:129) 162
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viii CONTENTS
PART FIVE
JOEGIRARD:PRIMINGTHEPUMP
18 (cid:129) DownandOutinDetroitCity (cid:129) 171
19 (cid:129) FindingtheLawof250ataFuneral (cid:129) 177
20 (cid:129) FromNetworktoNurture (cid:129) 183
21 (cid:129) TheProsandConsofPrimingthePump (cid:129) 193
22 (cid:129) MakingItWorkforYou (cid:129) 198
PART SIX
CONCLUSION
23 (cid:129) LookingBacktoLookAhead (cid:129) 205
Notes 213
Index 223
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PREFACE
I
fFreudwasrightthatourbirthisourdestiny,thenIwasdestinedtobe
in sales. Both my father and my grandfather—my mother’s dad—were
salesmen.
Grandpa covered a territory in Nevada for the Shupe-Williams candy
company.Theareahecoveredwasbroilinghotinthesummer,mightycold
in the winter, and desolate all year round. I can vividly remember how
GrandpawouldloadhissamplecasesintothetrunkandtakeoffinhisNash
Rambler (no air conditioning, of course) to make his rounds for a week or
more, stopping at small grocers, drugstores, gas stations, motels—anybody
whomightcarrycandynearthecheckoutcounterorontheshelves.Hehad
been covering that territory for years and years, and he would come home
with wild stories of things he had seen or heard in the tiny gambling dens
and ratty saloons along the way. Grandpa liked the people who were his
customers,and apparentlythey likedhim. They boughta lotof candyfrom
him.Whenhefinallyretired,thecompanyputanewmanintohisterritory.
Helastedaboutsixweeks.Theheatandthelonelinessgottohim.Thenext
guy couldn’t stop gambling. The next one got himself into a mess at a
brothel. It was a wild territory with some unique challenges, and it turned
outthatmy grandfather—quiet,calm,a littleshy,friendlyandyetreserved,
andpersistent—hadbeenuniquelysuitedtoit.
Dad started out with Nabisco after the end of World War II. He had
been a Marine, having enlisted well before the war started. When war was
declared,he wasa drillinstructor atCamp Pendleton.Soon hewas incom-
bat.HewaswoundedatGuadalcanal,patchedupinHawaii,thensentback
to lead a platoon of the Second Marine Division in the invasion of Tarawa.
Itwasevenbloodieraction.Mostofthemenaroundhimwerekilled.Some-
ix
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