Dale Carnegie - Sell!: The Way Your Customers Want to Buy

SELL!

DALE CARNEGIE

& ASSOCIATES

SELL!

The Way Your Customers Want to Buy

Published 2019 by Gildan Media LLC

aka G&D Media

www.GandDmedia.com

Copyright 2019 by Dale Carnegie & Associates

SELL!. Copyright 2019 by Dale Carnegie & Associates. All rights reserved.

No part of this book may be used, reproduced or transmitted in any manner whatsoever, by any means (electronic, photocopying, recording, or otherwise), without the prior written permission of the author, except in the case of brief quotations embodied in critical articles and reviews. No liability is assumed with respect to the use of the information contained within. Although every precaution has been taken, the author and publisher assume no liability for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein.

FIRST EDITION 2019

Interior design by Meghan Day Healey of Story Horse, LLC

Library of Congress Cataloging-in-Publication Data is available upon request

ISBN: 978-1-7225-1010-7

eISBN: 978-1-7225-2116-5

10 9 8 7 6 5 4 3 2 1

You can close more business in two months by becoming interested in other people, than you can in two years by trying to get people interested in you.
DALE CARNEGIE

We would like to acknowledge the following contributors from Dale Carnegie & Associates who are quoted in this book.

Joe Hart, President and CEO

Dan Heffernan, Chief Sales Officer

Noha El Daly, Senior Director Sales and Global Master Trainer

David Wright, Managing Partner, Austin and Houston, Texas

Jessie Wilson, Senior Trainer and Consultant, Arkansas and Memphis, Tennessee

Dr. Greg Story, Managing Partner, Tokyo, Japan

Matt Norman, Managing Partner, Minnesota, Iowa, and Nebraska

Herb Escher, Managing Partner, Rochester, New York

Rick Gallegos, Managing Partner, Tampa, Florida

Jonathan Vehar, Vice President, Product

Neville De Lucia, Managing Partner, South Africa

John Rodgers, Managing Partner, Pittsburgh and Cleveland

Pallavi Jha, Managing Partner, India

Seth Mohorn, Managing Partner, Arkansas and Memphis, Tennessee

Michael Crom, Dale Carnegie & Associates Board of Directors

Terry Siebert, Senior Partner, Madison, Wisconsin

Mark Marone, Director Thought Leadership

CONTENTS

by Joe Hart

FOREWORD

by Joe Hart

In 1995, I was a young attorney, and I had just taken my first Dale Carnegie course. Id been interested in self-improvement ever since I read How to Win Friends and Influence People. My father had introduced me to Dale Carnegie and that book, but I really didnt know what to expect when I took the course. In the class, there was a woman who was so nervous that in the beginning she couldnt even stand up and say her name. By the end, shed had a breakthrough and was much more confident.

The course changed my life too. Not just because I eventually became the CEO of Dale Carnegie Training, but it changed my life at the time. I saw myself differently afterward. I started my own business; I interacted with people differently. People were coming up to me and saying, What happened to you, Joe? Youre so much more confident! I truly started living the Dale Carnegie principles.

Those are the very principles that are the foundation for Sell! They are learnable. I firmly believe that anyone can learn to sell. Its not some magical quality that youre either born with or not. Even if you have a natural talent for sales, having a process to use will make you much more effective, as youll learn from some top salespeople in this book.

In an interview with Japan Today I said, When I travel all over the world, people tell me about the impact Dale Carnegie has had on them, no matter what the language, culture, generation, ethnicity. Its pretty powerful. The core methodologythe way a Dale Carnegie course is taughtis the same. The way we certify our trainers and how our courses are delivered are the same. The thing that makes our training organization unique is that we do not import trainers. That means that our trainers inherently incorporate the local business context and practices. For example, in some cases, like in Japan, companies want to have Americanized training for their people because they do a lot of work outside Japan.

That is the essence of Sell! The book you hold in your hands will show you the same core principles that we teach around the world, the ones that have worked in our own organization and in thousands of others around the world. The beauty of the Dale Carnegie principles is that they are learnable, systematic, and customizable all at the same time. And they really help people to improve their lives. Its why I am so passionate about what we do.

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DALE CARNEGIE: THE NEW GENERATION

(And Why You Should Read This Book!)

New York City, 1912

In the same year that the Titanic hit the iceberg, Dale Carnegie began teaching lessons in public speaking at the YMCA in New York Citys Harlem district. He had persuaded the YMCA manager to allow him to instruct a class in return for 80 percent of the net proceeds. Dale Carnegie had begun what would evolve into his classic human-relations course. The far-reaching success of his training ultimately led him to publish How to Win Friends and Influence People in 1936. Carnegie believed that if he could help people realize their own unsuspected powers, he would not have lived in vain.