World-class sales: Drill and drill and drill…

In his awesome book “How I Raised Myself from Failure to Success in Selling”, Frank Bettger quotes Knute Rockne, a famous football coach of Notre Dame: “At Notre Dame, we have a squad of about three hundred lads–both varsity veterans and newcomers. They keep practicing fundamentals, and keep it up, and keep it up, and keep it up, until these various fundamentals become as natural and subconscious as breathing. Then in the game, they don’t have to stop and wonder what to do next when the time comes for quick action. The same principles apply to selling, just as well as football. If you want to be a star in the selling game, you’ve got to have your fundamentals –the A B C’s of your job, so firmly in your mind, that they are part of you. Know them so well that no matter at what point a prospect breaks away from the path to closing, you can get him back on the track again without either of you consciously realizing what has taken place. You can’t develop that perfection by looking in the mirror and congratulating your company for taking you on. You’ve got to drill and drill and drill!

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