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+rn- The Secret of Selling Anything (Harry Browne)
+
+tags: refx, #readingnotes
+book: The Secret of Selling Anything 
+author: Harry Browne
+date: November 21, 2013 7:54:51 PM
+---
+
+
+Page 16 | Location 235-238 | Added on Wednesday, November 20, 2013 9:26:03 PM

+

+This, then, is the story of life: each individual seeks happiness. His concept of what will bring him happiness will differ from that of every other human being; happiness will be relative to him. His resources (time, energy, knowledge and property) are limited; so he must choose constantly between the many alternative courses of action he sees. And he does this by placing values on everything he sees. These values lead him to prefer one thing more than another.

+
+---
+

+Page 17 | Location 252-252 | Added on Wednesday, November 20, 2013 9:27:14 PM

+

+Profit is the increase in happiness by replacing one situation with another.

+
+---
+
+Page 18 | Location 274-276 | Added on Wednesday, November 20, 2013 9:29:28 PM

+

+So profit can come in many different ways: through money, knowledge, contentment, spiritual understanding, leisure, etc.. In each case, it is what increases the individual’s happiness.

+
+---
+

+Page 19 | Location 279-281 | Added on Wednesday, November 20, 2013 9:29:54 PM

+

+All individuals seek profit of one kind or another... which means that each individual is seeking to increase his own happiness in whatever way he believes he can.

+
+---
+
+Page 20 | Location 293-298 | Added on Wednesday, November 20, 2013 9:31:24 PM

+

+There’s an old saying that “one man’s gain must be another man’s loss.” Many people take that old adage for granted as the whole truth. And yet , it is totally false. Why? SECRET OF SELLING ANYTHING/Harry Browne 23 Because happiness is relative. And what pleases one person is not necessarily going to please the next person. This means that two individuals ~ with different values ~ can arrange an exchange between them that will satisfy both of them. Neither has to triumph over the other one. Both can gain.

+
+

+---
+
+Page 22 | Location 326-327 | Added on Wednesday, November 20, 2013 9:33:37 PM

+

+The universal fallacy is the belief that an individual would willingly accept something unprofitable to himself.

+
+---
+
+Page 25 | Location 377-378 | Added on Thursday, November 21, 2013 9:38:04 AM

+

+The extent of your own profit depends upon your ability to satisfy the needs and desires of others.

+
+---
+
+Page 40 | Location 605-606 | Added on Thursday, November 21, 2013 10:46:53 PM

+

+People only pay for what they want ~ so you will succeed only if you are providing people with what they want.

+
+---
+
+Page 43 | Location 648-648 | Added on Thursday, November 21, 2013 10:49:59 PM

+

+Find out what people want and help them get it!

+
+---
+
+Page 51 | Location 778-779 | Added on Thursday, November 21, 2013 11:00:51 PM

+

+The key element in the solution was my simple question, “What’s the biggest sales problem facing you right now ?” Everything flowed irresistibly from that.
+

+---
+
+Page 53 | Location 792-799 | Added on Thursday, November 21, 2013 11:05:16 PM

+

+Any businessman is concerned about dozens of things at any given time. Here are just a few examples: poor employee rapport; lethargic salesmen; bad leads from his advertising; finding new markets; a negative image in his customers’ eyes; quarterly taxes to be paid next Tuesday; spotty distribution; a competitor’s new line; cost-profit squeezes; seasonal delivery problems; lagging sales; higher transportation costs; new government regulations; suppliers cheating him; etc., etc., etc. Not motivated??? How could a man with so many problems not be motivated? He’s a live bundle of motivations. There are so many things he wants, so many problems to solve, so many hopes, so many dreams. He’s loaded with motivations. Everyone is already motivated. The only question is “By what?” Your job is to find out what it is that motivates your prospect. And then show him how he can get what he wants through your product or service. Only then will he buy.

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+Page 53 | Location 809-810 | Added on Thursday, November 21, 2013 11:06:26 PM

+

+his motivations are the hopes and dreams and plans he has that he feels will bring him happiness. Those motivations exist before you ever walk onto the scene. You can try, if you wish, to change his motivation. But why bother?

+
+---
+
+Page 56 | Location 841-845 | Added on Thursday, November 21, 2013 11:09:15 PM

+

+Find this prospect’s motivation and appeal to it. That’s all there is to it. Find this prospect’s motivation and appeal to it. The emphasis is on the word this. The individual is different from all other human beings in the world. He has his own life, his own outlook, his own nature, his own personality, his own ideas, his own goals, his own plans. You cannot treat him as a carbon copy of every prospect you’ve ever faced. He isn’t. If you try to put him into a mold, you’ll fail. Unless you appeal to him in a way that fits what he is, he won’t respond.