What does it take to turn failure into success, especially in a field as challenging as sales?
How I Raised Myself from Failure to Success in Selling by Frank Bettger is a timeless guide that lays out the principles and practices that transformed Bettger’s career. After nearly giving up on sales due to repeated failures, Bettger discovered key strategies that not only revived his career but also made him one of the top salesmen of his time. This book is a practical roadmap for anyone looking to improve their sales performance, but its lessons extend far beyond selling—they are about achieving success in any area of life where persuasion and persistence are key.
Bettger’s approach is refreshingly straightforward, blending personal anecdotes with actionable advice. Whether you’re struggling in your career or simply looking to refine your skills, this book offers invaluable insights that can help you achieve your goals.
Chapter 1: The Confidence to Begin
Bettger begins by addressing the importance of confidence in sales. Early in his career, Bettger was plagued by fear and self-doubt, which nearly caused him to quit. The turning point came when he realized that confidence is not something you wait to feel—it’s something you develop through action. Bettger pushed himself to act despite his fears, and gradually, his confidence grew, leading to better results.
This chapter underscores the idea that confidence is built through experience and persistence. Bettger’s story is a powerful reminder that the first step is often the hardest, but it is also the most crucial. By taking action, even when you don’t feel ready, you create the momentum needed to build confidence and achieve success.
Key Insights:
- Confidence is developed through action, not by waiting to feel ready.
- Overcoming fear and self-doubt is crucial to getting started in any endeavor.
- The first step is the most critical in building momentum toward success.
Chapter 2: How One Idea Multiplied My Income and Happiness
In this chapter, Bettger reveals the transformative power of enthusiasm. He discovered that by approaching his work with genuine enthusiasm, he could dramatically improve his results. Enthusiasm, Bettger learned, was contagious—it energized his clients and made them more receptive to his pitches. This newfound energy not only increased his income but also made his work more enjoyable.
Bettger’s experience highlights the profound impact that a positive attitude can have on your career. By simply being more enthusiastic, you can make your work more rewarding and your interactions more effective. This chapter teaches that enthusiasm is not just a tool for success in sales, but a key to finding happiness in your work.
Key Insights:
- Enthusiasm is a powerful tool that can significantly improve your results.
- A positive attitude makes work more enjoyable and effective.
- Enthusiasm is contagious and can transform both your career and personal happiness.
Chapter 3: Formula for Success in Selling
Bettger introduces his formula for success in selling, which combines enthusiasm, order, and persistence. He explains that enthusiasm keeps you motivated, order ensures that your process is efficient, and persistence helps you overcome obstacles. These three elements, when applied consistently, create a powerful approach to selling that can lead to long-term success.
Bettger’s formula is simple yet effective. Enthusiasm draws people in, order keeps you on track, and persistence ensures that you don’t give up when faced with challenges. This chapter offers a clear, actionable strategy that anyone can apply to improve their sales performance and achieve their goals.
Key Insights:
- Success in sales requires a combination of enthusiasm, order, and persistence.
- Enthusiasm attracts clients, order keeps you organized, and persistence helps you overcome challenges.
- Consistently applying these principles leads to long-term success in any field.
Chapter 4: How I Learned the Most Important Secret of Salesmanship
In this chapter, Bettger shares what he considers the most important secret of salesmanship: the ability to listen. He discovered that by truly listening to his clients, he could understand their needs and tailor his approach accordingly. This not only improved his sales but also helped him build stronger relationships with his clients.
Listening, Bettger learned, is more than just hearing words—it’s about understanding what the client is really saying. By focusing on listening, rather than just selling, Bettger was able to connect with his clients on a deeper level, which made them more likely to trust him and buy from him.
Key Insights:
- The most important skill in sales is the ability to listen to your clients.
- Listening helps you understand your clients’ needs and tailor your approach.
- Building strong relationships through listening leads to greater success in sales.
Chapter 5: The Biggest Lesson I Ever Learned About Creating Confidence
Bettger discusses the importance of preparation in building confidence. He shares how thorough preparation not only improved his performance but also boosted his confidence. By being well-prepared, Bettger felt more in control and less anxious during sales calls, which led to better outcomes.
Preparation, according to Bettger, is the foundation of confidence. When you know your material inside and out, you’re less likely to be thrown off by unexpected questions or challenges. This chapter emphasizes the value of preparation in creating a solid foundation for success in sales.
Key Insights:
- Preparation is key to building confidence in sales.
- Being well-prepared reduces anxiety and improves performance.
- Confidence comes from knowing your material thoroughly.
Chapter 6: How to Conquer the Fear of Failure
In this chapter, Bettger addresses one of the biggest obstacles in sales: the fear of failure. He explains that failure is a natural part of the sales process and should be viewed as an opportunity to learn and improve. Bettger learned to embrace failure as a stepping stone to success, rather than something to be feared.
The key to conquering the fear of failure, Bettger argues, is to reframe it as a necessary part of growth. By accepting that not every sale will be a success, you free yourself to take more risks and, ultimately, achieve greater success. This chapter teaches that failure is not the end—it’s a valuable learning experience that can lead to future success.
Key Insights:
- Failure is a natural and necessary part of the sales process.
- Embracing failure as a learning opportunity helps you overcome the fear of it.
- Reframing failure as a stepping stone to success allows you to take more risks and achieve more.
Chapter 7: The Magic of Enthusiasm
Bettger expands on the concept of enthusiasm, which he describes as the “magic” ingredient in sales. He found that when he was genuinely enthusiastic, his clients responded more positively, leading to more sales. Enthusiasm, Bettger discovered, is not just a tactic—it’s a way of life that can transform both your professional and personal relationships.
This chapter emphasizes that enthusiasm is a choice. By choosing to be enthusiastic, you can change the way you interact with others and improve your results. Bettger’s experience shows that enthusiasm is not just about being energetic; it’s about being genuinely interested and excited about what you’re doing.
Key Insights:
- Enthusiasm is a powerful tool that can dramatically improve your sales results.
- Choosing to be enthusiastic changes the way you interact with others.
- Genuine enthusiasm can transform both your professional and personal relationships.
Chapter 8: The Power of Smiling
In this chapter, Bettger explores the impact of a simple smile. He learned that smiling not only made him feel more positive but also made his clients more receptive and comfortable. A smile, Bettger realized, is a powerful tool for building rapport and making a good first impression.
Bettger’s experience highlights the power of nonverbal communication in sales. A smile can convey warmth, confidence, and approachability, all of which are crucial in building trust with clients. This chapter teaches that a smile is more than just a facial expression—it’s a powerful tool for success in sales and life.
Key Insights:
- A smile is a powerful tool for building rapport and making a good first impression.
- Smiling can make you feel more positive and confident.
- Nonverbal communication, like smiling, plays a crucial role in building trust with clients.
Chapter 9: How I Learned to Sell from Listening to People
Bettger revisits the importance of listening in this chapter, emphasizing that listening is not just about gathering information—it’s about making your clients feel heard and valued. He learned that by truly listening to his clients, he could uncover their needs and desires, which made it easier to tailor his sales approach and close the deal.
Listening, Bettger argues, is an essential skill that separates great salespeople from average ones. By focusing on what the client is saying, rather than just thinking about what you’re going to say next, you can build stronger relationships and increase your chances of making a sale.
Key Insights:
- Listening is about more than just gathering information—it’s about making clients feel heard.
- Truly listening to clients helps you uncover their needs and desires.
- Great salespeople focus on listening to build stronger relationships and close more deals.
Chapter 10: How to Make People Want to Do Business with You
In this chapter, Bettger discusses the importance of building trust and rapport with clients. He learned that people are more likely to do business with someone they like and trust. Bettger emphasizes the importance of being genuine, honest, and empathetic in all your interactions, as these qualities help build lasting relationships with clients.
Building trust, Bettger found, is not just about closing a sale—it’s about creating a long-term relationship that benefits both parties. This chapter teaches that by focusing on building trust and rapport, you can make clients more likely to want to do business with you, leading to repeat sales and referrals.
Key Insights:
- People are more likely to do business with someone they like and trust.
- Building trust and rapport is essential for creating lasting relationships with clients.
- Genuine, honest, and empathetic interactions lead to repeat sales and referrals.
Chapter 11: The Forgotten Art of Closing the Sale
Bettger addresses the often-overlooked skill of closing the sale. He explains that many salespeople struggle with closing because they fear rejection or don’t want to appear pushy. However, Bettger argues that closing is a critical part of the sales process and should be approached with confidence.
This chapter emphasizes that closing is not about pressuring the client—it’s about helping them make a decision. Bettger shares techniques for closing that are respectful and effective, ensuring that both the client and the salesperson feel good about the transaction.
Key Insights:
- Closing the sale is a critical part of the sales process and should be approached with confidence.
- Effective closing is about helping the client make a decision, not pressuring them.
- Respectful closing techniques lead to successful transactions and satisfied clients.
Chapter 12: How to Make a Prospect Feel Obligated to You
In this chapter, Bettger explores the concept of creating a sense of obligation in your prospects. He learned that by providing value upfront—whether through advice, service, or a small gesture—he could make prospects feel more inclined to do business with him. Bettger emphasizes that this sense of obligation should never be manipulative, but rather a natural result of genuinely helping others.
The key to making a prospect feel obligated, Bettger argues, is to be generous with your time and knowledge. By offering something of value without expecting anything in return, you build goodwill that can lead to future business. This chapter teaches that giving before you receive is a powerful strategy in sales.
Key Insights:
- Creating a sense of obligation in prospects can lead to more sales.
- Provide value upfront through advice, service, or gestures to build goodwill.
- Generosity in sales builds trust and increases the likelihood of future business.
Chapter 13: How to Win the Confidence of Skeptics
Bettger addresses the challenge of dealing with skeptical clients. He learned that the key to winning over skeptics is to build trust and demonstrate your credibility. Bettger shares strategies for gaining the confidence of skeptical clients, such as providing testimonials, offering guarantees, and being transparent about potential downsides.
Winning the confidence of skeptics, Bettger argues, requires patience and persistence. By consistently delivering on your promises and being honest about what you can and cannot do, you can gradually build the trust needed to turn skeptics into loyal clients.
Key Insights:
- Building trust and demonstrating credibility are key to winning over skeptics.
- Testimonials, guarantees, and transparency help gain the confidence of skeptical clients.
- Patience and persistence are essential in turning skeptics into loyal customers.
Chapter 14: How to Handle the “I Want to Think It Over” Customer
In this chapter, Bettger discusses how to handle the common objection of clients wanting to “think it over.” He explains that this objection often stems from uncertainty or a lack of confidence in the decision. Bettger shares techniques for addressing this objection, such as providing additional information, addressing concerns, and creating a sense of urgency.
The key to handling the “I want to think it over” objection, Bettger argues, is to understand the underlying reasons for the hesitation and address them directly. By doing so, you can help the client feel more confident in their decision and move forward with the sale.
Key Insights:
- The “I want to think it over” objection often stems from uncertainty or lack of confidence.
- Addressing the underlying reasons for hesitation is key to overcoming this objection.
- Providing additional information and creating urgency can help close the sale.
Chapter 15: How to Hold a Sales Position
Bettger shares his insights on how to maintain a successful sales career. He emphasizes the importance of continuous learning, staying organized, and maintaining a positive attitude. Bettger also discusses the value of building strong relationships with clients and colleagues, as these relationships can provide support and opportunities throughout your career.
Maintaining a successful sales position, Bettger argues, requires dedication and a commitment to self-improvement. By staying proactive in your professional development and nurturing your relationships, you can build a long-lasting and rewarding career in sales.
Key Insights:
- Continuous learning and self-improvement are key to maintaining a successful sales career.
- Staying organized and maintaining a positive attitude are essential for long-term success.
- Building strong relationships with clients and colleagues provides support and opportunities.
Chapter 16: How to Find New Customers
In this chapter, Bettger discusses strategies for finding new customers. He emphasizes the importance of prospecting and using a variety of methods to reach potential clients, such as referrals, networking, and cold calling. Bettger also highlights the importance of persistence in prospecting, as finding new customers often requires consistent effort.
Finding new customers, Bettger argues, is essential for sustaining and growing your sales career. By being proactive in your prospecting efforts and exploring different avenues for reaching potential clients, you can ensure a steady flow of new business opportunities.
Key Insights:
- Prospecting is essential for finding new customers and sustaining your sales career.
- Use a variety of methods, such as referrals, networking, and cold calling, to reach potential clients.
- Persistence in prospecting is key to maintaining a steady flow of new business opportunities.
Chapter 17: How to Develop a Million Dollar Personality
Bettger shares his insights on developing a personality that attracts success. He emphasizes the importance of being genuine, approachable, and positive. Bettger also discusses the value of developing strong communication skills and the ability to connect with others on a personal level.
Developing a million-dollar personality, Bettger argues, is about being the kind of person that others want to do business with. By focusing on your personal development and cultivating traits that make you more likable and trustworthy, you can enhance your effectiveness in sales and build stronger relationships.
Key Insights:
- A genuine, approachable, and positive personality attracts success in sales.
- Strong communication skills and personal connections are key to building relationships.
- Developing a likable and trustworthy personality enhances your effectiveness in sales.
Chapter 18: How to Make Appointments and Keep Them
Bettger provides practical advice on making and keeping appointments with clients. He emphasizes the importance of being punctual, prepared, and respectful of your clients’ time. Bettger also shares strategies for overcoming objections to setting appointments and ensuring that they lead to productive meetings.
Making and keeping appointments, Bettger argues, is a fundamental part of the sales process. By being reliable and professional in your approach to appointments, you can build trust with clients and increase the likelihood of successful outcomes.
Key Insights:
- Being punctual, prepared, and respectful of clients’ time is essential for successful appointments.
- Overcoming objections to setting appointments is key to securing meetings with clients.
- Reliable and professional appointment management builds trust and increases success.
Chapter 19: The Secret of Making a Good Impression
Bettger discusses the importance of making a strong first impression in sales. He shares tips on how to present yourself confidently and professionally, such as dressing appropriately, maintaining good posture, and being well-spoken. Bettger also emphasizes the importance of being genuinely interested in the client and their needs.
Making a good impression, Bettger argues, is crucial for establishing rapport and trust with clients. By presenting yourself in a positive and professional manner, you can set the tone for a successful interaction and increase your chances of making a sale.
Key Insights:
- A strong first impression is crucial for establishing rapport and trust with clients.
- Presenting yourself confidently and professionally sets the tone for successful interactions.
- Being genuinely interested in the client and their needs enhances your effectiveness in sales.
Chapter 20: How to Plan Your Work
Bettger emphasizes the importance of planning and organizing your work to achieve success in sales. He shares strategies for setting goals, prioritizing tasks, and managing your time effectively. Bettger also discusses the value of reviewing and adjusting your plans regularly to stay on track.
Planning your work, Bettger argues, is essential for maintaining focus and achieving your goals. By being disciplined in your approach to planning and organization, you can ensure that you are consistently moving toward success in your sales career.
Key Insights:
- Planning and organizing your work is essential for achieving success in sales.
- Setting goals, prioritizing tasks, and managing time effectively are key components of successful planning.
- Regularly reviewing and adjusting your plans helps you stay on track and achieve your goals.
Chapter 21: How to Make Your Product Talk
In this chapter, Bettger discusses the importance of effectively communicating the value of your product to clients. He shares techniques for highlighting the benefits of your product and addressing any objections the client may have. Bettger emphasizes the importance of tailoring your presentation to the client’s needs and interests.
Making your product talk, Bettger argues, is about more than just listing features—it’s about showing the client how your product can solve their problems or meet their needs. By effectively communicating the value of your product, you can increase your chances of closing the sale.
Key Insights:
- Effectively communicating the value of your product is essential for closing sales.
- Highlight the benefits of your product and address any objections the client may have.
- Tailor your presentation to the client’s needs and interests to increase the effectiveness of your sales pitch.
Chapter 22: How to Keep a Record of Your Sales
Bettger emphasizes the importance of keeping detailed records of your sales activities. He shares tips on how to track your progress, analyze your performance, and identify areas for improvement. Bettger also discusses the value of using your records to set goals and measure your success.
Keeping a record of your sales, Bettger argues, is essential for staying organized and focused on your goals. By regularly reviewing your records, you can gain valuable insights into your performance and make adjustments to improve your results.
Key Insights:
- Keeping detailed records of your sales activities is essential for tracking progress and measuring success.
- Analyzing your performance and identifying areas for improvement helps you achieve better results.
- Use your records to set goals and stay focused on achieving them.
Chapter 23: How to Close the Sale
Bettger shares his strategies for effectively closing sales. He emphasizes the importance of being confident, assertive, and clear in your approach. Bettger also discusses the value of understanding the client’s needs and addressing any remaining concerns before asking for the sale.
Closing the sale, Bettger argues, is a critical skill that every salesperson must master. By being confident and clear in your approach, and by addressing the client’s needs and concerns, you can increase your chances of successfully closing the deal.
Key Insights:
- Confidence, assertiveness, and clarity are essential for effectively closing sales.
- Understanding the client’s needs and addressing their concerns is key to a successful close.
- Mastering the art of closing is critical for achieving success in sales.
Chapter 24: The Six Most Important Words a Salesman Can Use
In this chapter, Bettger reveals the six most important words a salesman can use: “Would you do me a favor?” He explains that these words can be powerful in building rapport, creating a sense of obligation, and encouraging clients to take action. Bettger shares examples of how he used this phrase to successfully close sales and build relationships with clients.
The power of these six words, Bettger argues, lies in their simplicity and effectiveness. By asking for a favor, you can engage the client on a personal level and create a sense of reciprocity that can lead to positive outcomes.
Key Insights:
- The phrase “Would you do me a favor?” is a powerful tool for building rapport and creating a sense of obligation.
- These six words can be effective in encouraging clients to take action and close sales.
- Engaging clients on a personal level can lead to positive outcomes and stronger relationships.
Chapter 25: The Power of Words in Selling
Bettger discusses the importance of choosing your words carefully in sales. He emphasizes the power of positive language and the impact it can have on your clients’ perceptions and decisions. Bettger also shares tips on how to use persuasive language to influence clients and close sales.
The power of words, Bettger argues, cannot be underestimated in sales. By using positive, persuasive language, you can shape the way clients perceive your product and increase your chances of making a sale.
Key Insights:
- Choosing your words carefully is essential for influencing clients and closing sales.
- Positive language can have a powerful impact on clients’ perceptions and decisions.
- Using persuasive language effectively can increase your chances of success in sales.
Chapter 26: How to Turn a “No” into a “Yes”
In this chapter, Bettger shares strategies for turning a client’s “no” into a “yes.” He discusses the importance of understanding the reasons behind the client’s objections and addressing them effectively. Bettger also emphasizes the value of persistence and creativity in overcoming objections and closing the sale.
Turning a “no” into a “yes,” Bettger argues, requires patience, understanding, and a willingness to find solutions that meet the client’s needs. By addressing objections and remaining persistent, you can increase your chances of turning a rejection into a successful sale.
Key Insights:
- Understanding and addressing the reasons behind a client’s objections is key to turning a “no” into a “yes.”
- Persistence and creativity are essential for overcoming objections and closing the sale.
- Turning a rejection into a successful sale requires patience and a willingness to find solutions that meet the client’s needs.
Chapter 27: The Secret of Maintaining Enthusiasm
Bettger discusses the importance of maintaining enthusiasm throughout your sales career. He shares tips on how to stay motivated, positive, and energized, even in the face of challenges and setbacks. Bettger emphasizes that enthusiasm is a key driver of success in sales and must be nurtured and maintained.
Maintaining enthusiasm, Bettger argues, is essential for long-term success in sales. By staying motivated and positive, you can continue to perform at your best and achieve your goals, even when faced with difficulties.
Key Insights:
- Maintaining enthusiasm is essential for long-term success in sales.
- Staying motivated, positive, and energized helps you overcome challenges and setbacks.
- Enthusiasm is a key driver of success and must be nurtured and maintained throughout your career.
Chapter 28: How to Win Back a Lost Customer
Bettger shares strategies for winning back lost customers. He emphasizes the importance of understanding why the customer left and addressing their concerns. Bettger also discusses the value of persistence and a willingness to make things right in regaining a customer’s trust and business.
Winning back a lost customer, Bettger argues, requires humility, patience, and a genuine commitment to addressing the issues that caused the customer to leave. By taking responsibility and showing a willingness to make things right, you can rebuild the relationship and regain the customer’s business.
Key Insights:
- Understanding and addressing the reasons why a customer left is key to winning them back.
- Persistence and a willingness to make things right are essential for regaining a customer’s trust and business.
- Humility and patience are required to rebuild the relationship with a lost customer.
Chapter 29: How to Keep Your Friends from Turning Into Enemies
Bettger discusses how to maintain positive relationships with clients and avoid conflicts that can turn friends into enemies. He shares tips on how to handle disagreements, communicate effectively, and resolve issues before they escalate. Bettger emphasizes the importance of maintaining professionalism and respect in all interactions.
Keeping friends from turning into enemies, Bettger argues, requires a proactive approach to communication and conflict resolution. By addressing issues early and maintaining a respectful and professional demeanor, you can preserve positive relationships and avoid unnecessary conflicts.
Key Insights:
- Maintaining positive relationships with clients requires effective communication and conflict resolution.
- Addressing disagreements early and professionally helps prevent conflicts from escalating.
- Maintaining professionalism and respect in all interactions is essential for preserving positive relationships.
Chapter 30: How to Hold a Customer for Life
In the final chapter, Bettger shares his strategies for retaining customers and building long-term relationships. He emphasizes the importance of providing exceptional service, staying in touch with clients, and continually adding value to the relationship. Bettger also discusses the value of building trust and showing genuine appreciation for your customers.
Holding a customer for life, Bettger argues, is about more than just making a sale—it’s about building a relationship that lasts. By consistently delivering value, staying connected, and showing appreciation, you can create loyal customers who continue to do business with you for years to come.
Key Insights:
- Retaining customers requires providing exceptional service and continually adding value to the relationship.
- Staying in touch with clients and building trust are key to long-term customer retention.
- Showing genuine appreciation for your customers helps build loyalty and ensures they continue to do business with you.
Conclusion
How I Raised Myself from Failure to Success in Selling by Frank Bettger is more than just a guide to improving your sales technique—it’s a blueprint for transforming your mindset and approach to life. Bettger’s journey from near failure to extraordinary success demonstrates that with the right attitude, anyone can overcome their fears, build confidence, and achieve remarkable results. His emphasis on enthusiasm, persistence, and genuine connection with others are lessons that resonate far beyond sales, offering invaluable insights for anyone looking to succeed in their personal or professional life.
In my view, this book is a must-read for anyone who wants to understand the true power of mindset in achieving success. Bettger’s practical advice, rooted in real-world experience, is both inspiring and actionable. Whether you’re in sales or just looking to elevate your game in any field, Bettger’s lessons will equip you with the tools and confidence to turn your failures into triumphs.
