THE EXTREMELY SUCCESSFUL SALESMAN’S CLUB

THE
EXTREMELY SUCCESSFUL
SALESMAN’S CLUB

THE
EXTREMELY SUCCESSFUL
SALESMAN’S CLUB
US EDITION - Sampler
CHRIS MURRAY
The Extremely Successful Salesman’s Club
A Lucrum House Book: 9781849144179
First published in Great Britain in 2013 by Lucrum House
Visit the website at www.TheESSClub.com or follow on Twitter
@TheESSClub
The right of Chris Murray to be identified as the author of this work
has been asserted by him in accordance with the Copyright, Designs
and Patents Act 1988.
This is a work of fiction. The characters, incidents, and dialogues are
products of the author’s imagination and not to be construed as real.
The author’s use of names of actual persons, living or dead, and actual
places is incidental to the purposes of the plot and is not intended to
change the entirely fictional character of the work.
The Extremely Successful Salesman’s Club © Chris Murray 2009
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted, an any form or by any
means, electronic, mechanical, photocopying, recording or otherwise,
without the prior permission of the copyright owner.
Cover Picture by Simon Tappenden
Lucrum House Books are published by Completely Novel
Design by Christopher Derrick for Unauthorized Media
ISBN 9781849144179
CONTENTS
The Legend of The Extremely Successful Salesman’s Club
Chapter 1 - A Rather Beguiling Invitation  1
Chapter 2 - A Most Vexing Decision  3
Chapter 3 - The Secret Place of Thunder  8
Chapter 4 - The First Rule: Adopt the Positive   12
Chapter 5 - The Simple Clarification of the Cochlea  19
Journal Entry - Sunday, 4th September 1887  26
Chapter 6 - The Second Rule: Embrace the Fundamentals  29
Chapter 7 - The Astonishing Alchemic Properties of
Appropriate Questions  37
Journal Entry - Monday, 5th September 1887  46
Chapter 8 - The Third Rule: Plot Your Course  48
Journal Entry - Tuesday, 6th September 1887  61
Chapter 9 - The Fourth Rule: Take the Journey  63
Journal Entry - Wednesday, 7th September 1887  73
Chapter 10 - The Fifth Rule: Design Your Reputation  76
Chapter 11 - The Sixth Rule: Regain the Tenacity of a Child  86
Journal Entry - Thursday, 8th September 1887  94
Chapter 12 - A Tour of the Triforium   97
Chapter 13 - The Seventh Rule: Listen as if Your Life
Depended on It  103
Chapter 14- An Intriguing Interpretation  109
Journal Entry - Friday, 9th September 1887  114
Chapter 15 - We Meet Again In Exactly One Year  116
The Extremely Successful Salesman’s Club  120
About the Author  121
To SJ, EJ & AC
With all my love

THELEgEND OFTHEEXTREMELYSUCCESSFULSALESMAN’SCLUB
Of all the exclusive Victorian Gentleman’s clubs, The Extremely
Successful Salesman’s (ESS) Club was often described as the “most
elite and important of all London clubs.”
Standing in close proximity to St. James Square, the Club was
noted for its magnificent smoking and dining rooms, and extensive
library. It was instantly recognisable to the well-informed by the large
cochlea shell engraved in the glass above the front door. The cochlea
was the symbol of the Club and served as a reminder that all who
entered practised the art of deep listening.
From its London inception in 1843, as a dining club for the
professional classes of the City, it quickly became a place where the
like-minded  could  share  their  wisdom,  secrets,  and  methods  that
had provided them their success.
These “success” lessons were later distilled into the Club’s
legendary 7 Rules, 5 Truths, and 3 Laws.
“…they shall end by becoming prosperous enough to join
the Whittington Club, or the ESS Club, or the Gresham Club,
or the Travellers’ Club.…the Club is composed of merchants,
bankers, and other gentlemen of known respectability. No
candidate is eligible, until he has attained the age of twentyone years…”
An Exploration of London Society – Ishmael Cayton Jones
x
THE EXTREMELYSUCCESSFUL SALESMAN’S CLUB
Membership was by invitation only, with the weeklong initiation
ceremony conducted by the new member’s sponsor. A week being
the time expected for an inductee to grasp the 7 Rules – the
minimum expected understanding – in full. After proving himself
over a twelve-month period, the Apprentice was considered for the
position of Neophyte, and then could move toward becoming a
Journeyman.
The 5 Truths and 3 Lawswere rites of passage in themselves, only
revealed to those who had proven themselves to be truly worthy,
and were delivered with the award of a gold, and then a platinum
membership.
As a physical entity, the Club disappeared sometime after the
First World War. However, the rules, laws, and truths continued
under a variety of different guises, passed from generation to
generation.
There are those, who say that the society still exists, controlling
and  manipulating  international  trade  with  their  vast  network  of
contacts and combined knowledge. And that they continue to put
the ancient secrets of the Club to the very use they were intended –
making those who know them extremely successful.
1
CHApTER1
A Rather Beguiling Invitation
Dear Simeon,
I am well aware that the last few years have not been easy for
you or your family and would like to offer my sincerest sympathies
following the sudden passing of your father. With this in mind, I
have decided to offer you a chance to improve your fortunes to the
best of my ability.
It  is  well-known  that  a  man  can  only  be  as  successful  as  the
network of associates to which he belongs. Therefore, I would like
to make you a unique offer, which if you do not accept at once, will
unfortunately be beyond my influence to present to you again.
Since you have recently celebrated your twenty-first birthday, I
am able to sponsor your induction to an establishment over which
I hold some small influence. It is simply known as The Extremely
Successful Salesman’s Club.
Before you make your decision, I need to make you aware that
2
The exTremely SucceSSful SaleSman’S club
there is an incredibly strict apprenticeship, which among other tasks,
includes the absorption of seven critical rules.
If, after accompanying me for a full week in London, we discover
that you are able to abide by these rules and are accepted by the
inner chamber of the Club, then I can promise you that your life will
never be quite the same.
It would not be untrue to say this purposefully private Club,
has enabled many men, from a variety of backgrounds to become
extremely successful, and in turn, fabulously wealthy.
It is this opportunity that I wish to share with you.
Having no children of my own, I have been allowed to extend the
invitation of a trial membership to you, Simeon, my only nephew.
Do  not  back  away  from  this  through  a  fear  of  possibility  or
opportunity, as so many do. Instead, embrace it wholeheartedly, and
take your first steps towards an incredibly prosperous life.
I will be waiting for you in the Club’s dining room at eight on the
evening of the fourth. If you decide that you will not be joining me,
I will understand, and we shall never mention this again.
However, as you may recall, I do so hate to eat alone.
Best Regards,
Barnabas Kreuz
3
CHApTER2
A Most Vexing Decision
A
fter receiving the invitationfrom his uncle, Simeon had
made all the necessary arrangements and on the evening of
the fourth, in a rather apprehensive mood, was dropped by cab
close to the central London address.
Carrying a small case with one hand, and holding a business
card high in the other, he strolled briskly in the warmth of the late
summer air, trying to get a sense of the direction in which the house
numbers ran around the square.
This curious little card had accompanied the invitation from his
uncle. It was inscribed with the St. James’ address on one side and
a sketch of what appeared to be a small whirlpool on the reverse.
He counted down from the last building showing a visible street
number, until arriving at his destination.
Walking  through  the  small  gate  and  up  the  large  stone  steps
towards  the  foreboding  black-paneled  door,  he  noticed  the  same
whirlpool design engraved in the semi-circular window above.
With one last deep breath to steady himself, he knocked.
As the door opened, Simeon felt dizzy and slightly nauseous, a
feeling he would later contribute to nerves. The tall, balding, whitegloved man in the doorway gazed just above Simeon’s head.
4
The exTremely SucceSSful SaleSman’S club
“May I help you?”
“I am here to meet with my uncle Barnabas, Barnabas Kreuz…”
His explanation was cut short by a booming voice from within.
“He’s with me, Jenkins. This is my nephew. I’ll look after him from
here.”
Through the door, Simeon could see a great bear of a man
bounding  across  the  mosaic-tiled  floor.  He  was  exquisitely  dressed
and sported a wide moustache, which framed his beaming smile.
“Uncle Barnabas!”
“Hello, my boy. Well, let him in, Jenkins. Come on. Poor boy can’t
get started from out there.”
Jenkins nodded, and indicated to a small desk just inside the door.
“Certainly, Sir. The gentleman will, of course, be required to sign
the visitor’s book during his stay.”
“Quite so. Quite right. Come on, my boy, let’s make this legal and
above board.”
Simeon stepped into the vast entrance hall and looked up to the
ceiling,  which  rose  through  two  floors  above  them.  The  area  was
framed by a number of internal balconies. To his left was a manned
cloakroom, and ahead a pair of large solid doors.
Barnabas took Simeon’s coat, while enquiring about the journey
and then, once pleasantries were over, he placed a hand on either side
of the young man’s shoulders, his smile dropping slightly.
“It is fabulous to see you and I am delighted that you accepted
my invitation. I truly am. However, forgive me for a moment, while
I take a more somber tone. You see, our time together is limited and
this undertaking is of a most serious nature. The information I will be
sharing with you throughout this week must remain for your ears only.
Do you understand?”
“I do.”
5
A MOSTVEXINGDECISION
“Good, good. In my letter, I promised you an opportunity for
success and wealth. However, these next few days act only as a guide
of the routes and roads to be taken. If the man taking the quest is not
up to this task, then simply understanding these directions will not
suffice.”
“Thank you, Uncle. I have been warned. Let’s get started.”
“One  moment.  Take  your  time,  young  man.  I  have  a  number
of questions to ask you.” Barnabas pointed to the wall behind him
saying, “You should only step through this next set of doors if you
genuinely wish for your life to change. Please listen to these words,
as I ask you, most earnestly. Do you wish to become wealthier than
you can currently comprehend, with success you cannot yet possibly
dream of ?”
“Yes, I do – who wouldn’t? Why would you ask?”
Barnabas stared as if strangely possessed, his voice showing signs
of impatience.
“Because it’s so vitally important, that’s why! I need you to focus.
Imagine in your mind’s eye your personal interpretation of wealth.”
Simeon raised his brow, stared slightly to the right and grinned.
“I have it.”
Barnabas tapped two fingers on the top of the young man’s head.
“You hardly had time to visualize anything at all. Take your time,
concentrate hard, and then ask yourself, are you ready to start the
journey that will take you there?”
Simeon took a deep, slightly-agitated breath, closed his eyes, and
thought hard on his uncle’s request.
“Yes. I truly am.”
“Do you want to join the ranks of the extremely successful?”
“Of course I do, without doubt!”
“Do you understand that only a small number of men have ever
6
The exTremely SucceSSful SaleSman’S club
been  invited  to  join  this  Club,  and  fewer  still  ever  take  permanent
residence in the greater society beyond these doors?”
“I do now.”
“And yet you still wish to continue?”
“Yes, of course. Whatever else you have to warn me of, Uncle,
shall we just assume that I accept and we can move on.”
“Assumption is not in my nature, dear boy. Listen to me carefully.
One way or another your life is about to change! Few people hear
these words when offered, but I will share them anyway, and you will
no doubt hear me say them again and again. Your life willchange! You
don’t realize it yet, but you are currently in a fairly enviable position
of ignorance.”
“Thank you very much, I’m sure. Ignorant and enviable. What a
perfectly delightful combination.”
“Not very often, but on this occasion, yes. Each and every person,
who stood at this threshold spent some time afterwards wishing they
had turned away. Once you and I lift the lid on Pandora’s box, it will
always be open. You will not be able to unlearn what you have learnt.”
“You are warning me of the consequences of my own success?”
“Or  the  opposite.  There  have  been  those  who  walked  through
these doors unwilling to rise to the challenge. They now spend their
lives constantly aware of what could have been theirs, knowing that
their own weaknesses keep them from true happiness. Its propinquity
an unremitting reminder of their failure. If that is to be your destiny,
then I’m afraid your future holds nothing but anger and bitterness”
Simeon swallowed hard, the cheerfulness draining from his
features.
“So I ask you, before you go any further, do you still wish to accept
my invitation to join The Extremely Successful Salesman’s Club?”
A slight hesitation, and then Simeon answered,
7
A MOSTVEXING DECISION
“Yes!”
Barnabas produced a bright, golden key attached by a short chain
to the inside of his jacket. Simeon could hear the echoes in the space
beyond  where  they  stood,  as  the  key  turned  in  the  lock.  Barnabas
threw open the large, double doors, signaling for his nephew to walk
through them.
Ahead of them was a corridor of around twenty feet in length.
The  floor  paved  with  highly-polished,  black-and-white  diamonds,
bordered by portraits of austere men, who looked down on the pair
as  they  walked  past  like  discontented  chess  pieces  watching  over  a
narrow marble board.
Simeon suddenly felt as though he had not been ready for this at
all.
8
CHApTER3
The Secret place of Thunder
T
hey  made  their  way  towardsthe single, brown, leatherpadded door at the other end of the corridor. Their clacking
steps echoing all around them, and reverberating up to the high,
white ceiling above.
As  Barnabas  stopped,  key  in  hand  and  brow  raised,  his  eyes
gestured to the room beyond the door.
Simeon  nodded.  His  uncle  grinned,  took  a  deep  breath,  and
pushed the door inward.
The round windowless room ahead of them was empty but for a
three-legged table standing over a mural of a mariner’s star.
An identical door perfectly mirrored the one from which they
had just entered.
Simeon  looked  up  and  noticed  that  there  was  an  inscription
written around the wall just beneath the cornice:
“Thou calledst in trouble, and I delivered thee; I answered thee in the secret
9
THESECRETPLACE OFTHUNDER
place of thunder.”
As Simeon walked across to the table, he heard the heavy door
shut hard behind him.
Desperate for something to say to break the silence, he nodded
towards the other door.
“Where does that one lead?”
“That  is  a  completely  different  set  of  golden  keys  altogether.
One room at a time, my boy, one room at a time.”
His uncle paced around the outside edge of the room, rocked
back on his heels, and raised his arm towards the table.
“I believe there is an envelope addressed to you. Kindly open it.”
Simeon moved closer as instructed, an envelope sat on top of a
thick, ancient book. The corners of its heavy cover were dark and
tatty, the edges of its inner pages thick and jagged.
“This is an old book.”
“One of the oldest.”
“Why is it kept in here, all locked up?”
“My boy, that book is more than a thousand years old. It was
brought to London after the third crusade. And then passed down
through generations of one of England’s most well-known families.
That book contains the true secrets of success. The very foundations
of this entire establishment.” Barnabas smiled a respectful smile.
“You know, after all this time, we still haven’t translated it all. To
this day, it continues to keep some secrets from us, deep within its
ancient pages.”
Simeon looked skeptical.
“You’re telling me that this esteemed Club bases its techniques
on an untranslatable, thousand-year-old book?”
Barnabas looked genuinely aggrieved.
“There  are  no  mere  techniques  here.  This  book  contains
10
THE EXTREMELY SUCCESSFUL SALESMAN’S CLUB
principles,  my  boy.  True  undisputable  principles.  You  won’t  find
fashionable ideas or parlor tricks disguised as wisdom in this mighty
tome.  Techniques,  young  man,  are  to  be  learned  and  discarded.
Principles are to be understood and absorbed. Principles are what
you build your life around. No. What we have here is the lost Eighth
Book.”
“I’m sorry. Is that supposed to mean something to me?”
“Ha, my apologies, dear boy. Probably not, but you are more
than likely aware of the rest of its family. Over two thousand years
ago, select members of the intelligentsia put together eight pieces of
literature. Over the centuries they were largely forgotten as actual
physical objects, but you’ve no doubt heard them referred to as The
Seven Pillars.”
“The Seven Pillars of Wisdom? You’re saying that they were
once physical books?”
“Of  course,  absolutely!  The  Book  of  Power,  The  Book  of
Knowledge,  the  Books  of  Understanding  and  Counsel,  followed
by Prudence, Discretion, and Sound Judgement. But this book, the
book you see before you here, this is the Eighth Book. This is the
complete collection, an intense distillation of the other seven.”
He placed his hand gently on the ancient tanned cover, his face
beaming, his voice lowered to a reverent hush,
“This, Simeon, is The Book of Success.”
Simeon’s face showed a mixture of doubt and disbelief.
“So this is my challenge. I am to read and understand this longlost Eighth Book of Wisdom?”
Barnabas boomed a laugh.
“Good God no! That would take you forever. Probably bore you
to death before that. No, you must read the rather shorter letter,
placed on top of the book, which I believe you will find is addressed
11
THESECRETPLACE OFTHUNDER
to you.”
The young man’s nervous fingers found a small opening above
the wax, ripped through the top, and unfolded the paper within.
Barnabas smiled at Simeon’s bewildered expression.
“What do you see?”
“It states my name and that this, or rather, that these, are the
Seven Rules of The Extremely Successful Salesman’s Club. Then,
there is a list of random statements. It says I must learn these rules.
I must live them and make them work for me as they have done for
the chosen few before me. I must follow the path of those, who have
gone before me and spend my time piecing together the letters of
the secret word of success. The word that means all things.”
“You’re frowning?”
“Well, these statements don’t seem to make any sense. How am I
supposed to follow rules that I can’t make head nor tail of ? And how
can a single word mean all things?”
“That, my boy, is precisely what I’m here for. Intrigued?”
“Confused!”
There was a silence, and then Barnabas raised his hands.
“Well that’s a start, I suppose. Come, we should eat. You must
be famished – and no one should ever be confused and hungry at
the same time, eh?”
12
CHApTER4
The First Rule: Adopt the positive
A
s they settled down for dinner, Barnabas motioned towards
the back of the room with his hand.
“Do you see that large lobster tank over there?”
Simeon turned to see a large rectangular aquarium in the corner
of the room
“Oh yes. I don’t know how I missed that on the way in.”
“Ha! We shall deal with your limited powers of observation at a
later date, my boy. For now just watch how they interact will you.”
Simeon unfolded the large white napkin resting across his plate,
and turned to watch as the lobsters clawed their way onto each
other’s backs, making tall columns before toppling backwards and
joining the other inhabitants on the base of the tank. He became
captivated by this strangely hypnotic display, quickly realizing that
the  collapse  was  due  to  the  majority  pulling  the  top  lobster  back
down amongst them.
He turned back to his uncle, smiling.
13
THEFIRSTRULE: ADOPT THEPOSITIVE
“How strange. Those lobsters could easily climb out of the tank.
There seems to be no lid or impediment to their escape. Yet each
time one gets near to the top, the rest pull him right back to the
bottom.”
“Well spotted,” said Barnabas. “Bizarre. Is it not?”
They both watched a little longer before he gestured with an
open hand towards a newly emerging tower of lobsters.
“You know, Simeon, I see lobsters pretty much everywhere.”
“I’m sorry?”
Barnabas dabbed the side of his mouth and laughed.
“Don’t worry. I’m not suffering from some form of crustaceanbased madness. I’m not delusional. What I mean is this. I recognize
lobster-like qualities in the way people interact. That tank is simply
a  reflection  of  how  the  human  race  regularly  treat  one  another.
Most don’t even know they’re doing it. It just appears to be the way
the human race functions.”
“To climb up and pull down?”
“Ha, well in a way I suppose. Ever noticed how others react
when you get a chance to better yourself ? How they seem to
delight in pointing out why the opportunity might be beyond your
capabilities? Above your station in life or just so far out of reach it
would be pointless to even try for? They seem to mean well, don’t
they? Have your best interests at heart? They’ll be convincing and
sincere, but all they are actually doing is passing on their personal
fears and superstitions regarding life outside of their own private
lobster tank.”
Simeon nodded, placing his knife and fork neatly at the side of
his plate.
“I have to say there has been no shortage of people, who advised
me to set my aspirations at a level beneath my abilities. Even more
14
The exTremely SucceSSful SaleSman’S club
who mocked my personal self-beliefs. Maybe I’m fooling myself, but
I always felt there must be a way to achieve my hopes and dreams,
make my family proud.”
“And you shall, young man. You shall! And by adopting this first
rule, you will!”
Simeon was carefully flattening his newly-acquired letter on the
table in front of him.
“So what does adopt the positiveactually mean?”
Barnabas put his hand on Simeon’s elbow and leant in.
“It  means  you  fill  your  life  with  positive  people,  positive
conversation, and positive literature. It means you politely ignore
naysayers, understanding that everything you do has a consequence.
The subject matter you decide to read or not read, believe or not
believe, the words you say or don’t say, wherever you decide to go or
not to go. These are your choices every day and they are decisions
of vast importance. Pity the naysayers, if you wish, but do so
remembering you have better things to spend your time on than
trying to convert those who fear success.”
“Pity them. Ignore them. That all sounds rather uncharitable.”
“No. Not really. Just realistic.”
“And who would fear success?”
“Pretty much everyone.”
“Nonsense. I can’t subscribe to that. Who wouldn’t want to be
rich beyond their wildest dreams?”
“Come now. I saw the fear in your eyes when we discussed failure
in the lobby. How many people would actually make the most of
success if the chance came, eh? Allowing yourself to be a conduit
for opportunity requires a brand new outlook on life. Lady fortune
cannot enter a locked door, you know. And contrary to that wellknown saying, she has rarely been known to knock.”
15
THEFIRSTRULE: ADOPT THEPOSITIVE
“So how do I make sure she comes somewhere near my door
then?”
“Ha, straight to it, eh? Good for you, good for you. Well, you
do so by keeping your head up and your eyes open. You listen. You
become aware. You recognize coincidence and you notice the gaps
that so many others miss.”
“Gaps? I can assure you, Uncle. There’s nothing out there
being missed. Every way of making a living is already being taken
advantage of by someone.”
“Do you think so?”
“I know so.”
“You know so do you? My dear boy, you really need to adopt this
rule, you really do. If you’re not ready to receive opportunity, it’ll
walk right past you. Carry on believing that every piece of fortune
is already spoken for if you want, but while you and your friends are
out there looking at your feet wishing life was easier, those destined
to be successful can see chances for greatness everywhere right in
front of them.”
“Why? How is it that they can see what I cannot?”
“Because  they’re  looking,  because  they’re  receptive,  because
they’re not being dismissive or negative, because they’re eagerly
waiting for life to show them the next big clue, the next sign to set
them on a road to greater riches and success.”
“So you believe that adopting this positive attitude is the magic
ingredient to success?”
“No. I do not. But it’s where everything starts. Success would be
a fairly boring and uninspiring dish if anybody could create it with
a single ingredient, however difficult that ingredient was to find. No,
success has several layers to its pallet. This is just the beginning.”
“Then how should I begin to develop this mindset? How do I
16
THE EXTRMELY SUCCESSFUL SALESMAN’S CLUB
adopt the positive?”
“Quite simply actually. You just need to start by understanding
where you currently are. The fact that you wish to become extremely
successful must mean that you currently do not see yourself as such.
Therefore, you need to change. The question you should be asking is
what do youneed to become? What kind of a man attracts success?”
“Is that the first rule? Putting my mind to what I should like to
become?”
“No.  It’s  just  the  easiest  bit.  Disciplining  yourself  to  block
out negative thoughts and unhelpful noise is a large part of Rule
Number One. Your focus is your reality. Whichever way you are
facing is the way you will end up heading.”
This conversation was starting to unnerve Simeon. He was not
seeking to change himself, just his predicament. And he was quite
sure that he liked himself just as he was.
“How much do you thinkIneed to change then, Uncle?”
Barnabas realized that some level of comfort was required.
“Consider this, my boy. Would anyone, other than a fool, follow
the same instructions time after time, do the same thing over and
over again, and expect different results on each occasion?”
Barnabas paused, waiting for Simeon’s response.
“Well, I suppose if you walk the same path every day, you will
always end up at the same place. That would be obvious.”
“Quite so. Quite right. And yet human beings, who dream of
becoming more successful often fool themselves into believing that
it can happen without changing a single thing about themselves.
They believe that success is some mysterious external factor that
will just sort itself out while they sleep. The truth, Simeon, is that we
make ourselvessuccessful. We create our own luck by ensuring that we
change into the people we wish to become.”
17
THEFIRSTRULE: ADOPT THEPOSITIVE
He paused, as if trying to catch a memory before continuing,
and said, “Trust me. If you do not decide where you are heading,
and  refuse  to  take  the  appropriate  action,  you  will  end  up  being
shaped into what others would have you become. Then any change
will not be made for your benefit but for theirs. People submit too
easily to change from others. And yet, for some reason, whenever
they consider changing themselves, the focus is always on what they
are giving up, never what they are about to gain. Answer me this.
What is the alternative to self-improvement?”
“Staying the same?”
“Staying the same! Precisely! Improve yourself or do not. Your
choice. Your responsibility. Everything you desire is always just
outside your comfort zone, dear boy. If it wasn’t you would already
possess it, would you not?”
“I suppose so.”
Barnabas smiled. He recognized the light that was starting to
sparkle in Simeon’s eyes.
“Good. Now let us further translate the meaning within your
letter. There is an old line that I’m rather fond of, which is nobody ever
kicked a dog wagging its tail. I think that sums up this first rule pretty
well too, don’t you think?”
“Does it? I have no idea.”
“Ha. No. Of course you don’t. Forgive me. I’m really not very
good at this. Listen, selling anything to anyone is all about an
exchange of…”
“Money?”
“Ha! We really do have a lot of work to do with you don’t we?
No, no, no. Money comes in a little later. It’s actually all about an
exchange of feelings.”
“Feelings?”
18
THE EXTREMELY SUCCESSFUL SALESMAN’S CLUB
“Yes. If I can make you feel the same way that I feel about my
product or service we’ll have a meaningful conversation about it
and how it can help. The trouble is that most sales people don’t feel
anything. Nothing at all.”
“In what way?”
“They’ve never given any thought to how they help people with
what they’re selling. Therefore, they don’t feel anything for it. They
just have a vague sense that it’s what they have to sell to make money
for themselves or to keep their jobs.”
“But salesmen are there to sell. That’s their role.”
“From your side of the table, maybe. From the prospect’s side
the view is slightly different. You are either trying to help or you’re
wasting his time.”
“So tell me, Uncle. How does this first rule help me?” Simeon
waved his fingers in front of his face like a magician. “How do I
learn this exchanging, mind-trick thing?”
“There are no tricks, no magic. I’ve already told you that. If
you wish to adopt the positive you must learn how you truly help
people with the things that you sell. Once you are aware of that vital
piece of information every demonstration, every presentation, every
transaction will be delivered with a light shining from your heart.
From your heart will shine a beacon that tells all prospects you can
truly help and that that is your sole purpose for being there.”
Simeon sat back in his chair and breathed out hard. He wasn’t
sure how his products or service had ever really helped anyone. It
came as a bit of a shock to realize he really had no idea at all.
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About the Author
Chris Murray has become prominent as an inspirational
speaker, author and sales training coach, delivering workshops and
keynote speeches that challenge teams to re-examine what it means
to be ‘in sales’ and requiring them to stand back and view the whole
experience from a refreshingly different angle.
Chris is also founder and Managing Director of Varda Kreuz,
one of the UK’s most innovative training and development
organisations.