Swim with the Sharks without Being Eaten Alive - PCC - ebook

This straight-from-the-hip handbook by bestselling author and self-made millionaire Harvey Mackay spells out the path to success for readers everywhere. They will learn how to: Outsell by getting appointments with people who absolutely, positively do not want to see you, and then making them glad they said "yes!" Outmanage by arming yourself with information on prospects, customers, and competitors that the CIA would envy - using a system called the "Mackay 66." Outmotivate by using his insights to help yourself or your kids join the ranks of Amercia's one million millionaires. Outnegotiate by knowing when to "smile and say no" and when to "send in the clones." This one-of-a-kind book by a businessman who's seen it all and done it all has sold almost 2 million copies, and is the essential roadmap for everyone on the path to success.

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This is the magic formula for success. It's easy to explain but difficult to execute. You can add your own extra dimension with vision, backing your own judgment or a host of other personal factors.

No one has the only game in town—there's a never ending cycle of change and destruction inherent in the capitalist society. New opportunities are continually being created for those with determination, goals and concentration.

You don't learn to swim with the sharks in a single outing. High-stakes challenges demand practice&perseverance.

Key Thoughts

“I'm a great believer in luck, and the harder I work the luckier I get.”

Stephen Leacock, Canadian humorist.

“Work half days every day. And it doesn't matter which half……the first twelve hours or the second twelve hours.”

Kemmons Wilson, Founder of Holiday Inns.

“Monday through Friday are when you work to keep up with the competition. It's on Saturdays and Sundays that you get ahead of them.”

Curt Carlson, Chief Executive of Carlson Companies.

Part 1Harvey Mackay’s Short Course in Salesmanship

1. It's Not How Much It's Worth, It's How Much People Think It's Worth

Our sense of what anything is worth derives not from any intrinsic value of the object itself but from the demand that has been created for that object. Therefore, if we are selling something, we hold the key to setting the value ourselves.

Anyone can get an order once if they stretch the truth far enough. The real mark of a pro is getting the reorders.

Marketing is not the art of selling, not the simple business of convincing someone to buy. It is the art of creating the conditions in which the buyer convinces himself to buy. And nothing is more convincing than hard evidence that others want the same thing.

2. There Are Objections to Every Proposition, No Matter How Attractive; Good Salespeople Set Up Situations Where the Customer Sells Himself

You need to create an atmosphere in which the customer must qualify to get the product. That's the only way to sell products with limited intrinsic value but great snob value.

The Japanese describe the typical American marketing plan as: READY? FIRE! AIM.

What value can be placed on ego or uniqueness? These are qualities that everyone sets themselves. There are no definitive guidelines to work from. Therefore, the salesman's challenge is to add value to his product through the use of these qualities.

3. Knowing Something About Your Customer Is Just as Important as Knowing Everything About Your Product

When you know about your customer's special interests and characteristics, you always have a basis on which you can contact and talk to them.

Look at politicians. If you want one to do something for you, instead of asking them directly, you should either create the public climate to make supporting that position popular or do whatever is necessary so that the politician feels they have to return a favor to you.

Knowing your customer means knowing what your customer really wants. It might be more than your product—it could be recognition, respect, a feeling of self-importance or any of a number of other things.

4. The 66-Question Customer Profile

Anyone armed with the right knowledge can break down a potential customer's natural suspicions. The Mackay 66 is designed to make information gathering systematic and effective.