How to Master the Art of Selling – Tom Hopkins (Book Notes)27 min read

Below are my detailed notes on the book “How to Master the Art of Selling” by tom Hopkins.

Chapter 1

What the Profession of Selling is Really About

7 advantages of a profession in sales.

  1. Freedom of Expression
  2. Freedom to become as successful as you want to be.
  3. Daily challenge
  4. High potential returns for low capital investment
  5. Fun
  6. Satisfying
  7. Stimulates your personal growth

Summary: The best sales people prepare and plan ahead. Anyone can be a sales person with enough effort.

Chapter 2

The Twelve Sources of Sensational Selling Success

  1. You know the champions when they walk in the door.
  2. Champions take pride in selling and in themselves.
  3. Champions radiate confidence.
  4. Champions warmly and lovingly lead people.
  5. Look to yourself for assurance.
  6. Want to get rich.
  7. Burning desire to achieve greatness.
  8. Learn what their fears are and overcome them.
  9. Radiate their own enthusiasm even during tough times.
  10. Emotionally involved with the people they serve.
  11. Don’t take rejection personally.
  12. Believe in continuing education.

Summary: Practice, drill, and rehearse what is given in this book and results will come.

Chapter 3

“Selling is the art of asking the right questions to get the minor yeses that allow you to lead your prospect to the major decision and the major yes.” – pg.21Use tie-downs to get initial buy-in. We all want security in our homes, “don’t we”?
4 types of tie downs

  • The Standard
  • The Inverted
  • The Internal
  • The Tag-on

The Alternate Advance: A question that suggests 2 answers, both of which confirm your prospect is moving ahead.
Closing Techniques

  • The Porcupine: Answering a prospect’s question with a question of your own that maintains your control of the interview and allows you to lead into the next step of your selling process.
  • The Involvement question: Any positive question about the benefits of your product or service that buyers ask themselves after they own it.

Discovery Questions – Rules

  • Never ask a “say-no” question.
  • “If I say it, they can doubt me. if they say it, it’s true.”
  • Ask questions that reveal the benefits of your product/service they are most interested in , so you know what specifically to close them on.
  • Prospects must know the answer to every question you ask.
  • Establish a bond before you take control
  • I can’t lead people to decisions until I make them. Your clients pay you to make decisions.

Sales people are business doctors. “A vital element in every professional’s success is their ability to isolate, understand, and define the problems and opportunities…”
You must properly diagnose people by asking the right questions. You ask discovery questions and then zero in on the product that will solve your buyer’s problems and open a new opportunity for them.
12 Pointers on question technique

  1. Ask questions to gain and maintain control.
  2. Ask questions that are broad to start, about areas you can serve them. Ask more narrow questions to isolate the best specific area to serve them. Pinpoint the exact area you can help them.
  3. Ask questions to get minor yeses that will turn into major yeses.
  4. Ask questions to arouse and direct their emotions toward the purchase.
  5. Ask questions to identify objections without fear.
  6. Ask questions to answer objections with the porcupine technique.
  7. Ask questions to determine the benefits people will buy.
  8. Ask questions to acknowledge a fact.
  9. Ask questions to move the sale forward.
  10. Ask questions to place them in the ownership position.
  11. Ask questions to help them rationalize decisions they want to make.
  12. Ask questions to close them.

Summary: Questions are used with great intention to move the prospect forward in the selling process. Only until you have properly diagnosed the buyer with the right problem by determining the benefits they seek can you decide which product/service of yours they should buy.

Chapter 4

Creating the Selling Climate

“A champion only sells the products and features that the prospect he’s working with wants to buy.” -pg.41
Don’t explain benefits and features you like. Save them time and only talk about what they are interested in. You don’t go to the doctor’s office with a broken arm and get an Xray on your leg.
Don’t sell logic. Sell emotion. Seldom do people buy logically.
Buyers have a change in self-image for large purchases. When you notice it, acknowledge and feed it. They will realize they can’t live without your product.
Without emotional commitment the buyer will not care about logical reasons to buy.
“Logic in sales is like a gun without a trigger.” – pg.46 “Positive emotions trigger sales. negative emotions destroy sales.” Emotions:

  • color and style
  • Vanity
  • pride of ownership
  • security
  • ambition
  • peer pressure
  • health
  • love of family

Be professional when meeting new people so you can instill confidence and avoid rejection.
Avoid triggering negative emotions and instead trigger positive emotions. One way is to replace rejection words (trigger fear and remind the prospect that you are selling them.)
Cost or price >> Total investment, available for, valued at, offered forlist price or listed at >> Total investment, available for, valued at, offered fordown payment >> initial investmentmonthly payment >> monthly investmentcontract >> the agreement or paperworkbuy >> own
“Buying is the pain. owning is the pleasure.” -pg.52 Use sentences that reference owning the product. People love to get enthusiastic over a new possession they own.
Ownership phrases to implement in your vocabulary instead of sold .

  • happily involve
  • acquired (bought)
  • help obtain
  • counsel or consult
  • worked with me on the arrangements
  • aid or assist the buyer
  • provided my expertise

Don’t say pitch or deal. Don’t say sign.

  • Okay the paperwork
  • approve the form
  • authorize the agreement
  • endorse the file copies

Know the best way to present to your buyer by being alert and listening. Use The Triad Concept:Level of Technicality:

  1. Technical: emphasis technical innovations.
  2. Even Mix: mix technical innovations with some appeal to emotions.
  3. Gut Level: appeal to the emotions in a down-to-earth way.

Use 3 modes of delivery:

  1. Light: slightly humorous and relaxed.
  2. Medium: cordial and alert.
  3. Heavy: clear and concise. Fast and to-the-point.

Change speaking level:

  1. Soft
  2. Normal
  3. Loud

3X3X3= 81 different presentations to close anyone closable.
“The more senses you involve, the better your odds of making the sale.” pg. 62
Summary:As a sales person, it is your job to hear about the client’s problems or symptoms and consult them on the solution. The words you say and how you say them invoke emotions and images in your buyer they either create positive or negative emotions and bring them closer or further away from owning your product.

Chapter 5


“Decrease your depression and you will automatically increase your enthusiasm.” – pg.66

  1. Money
  2. Security
  3. Achievement
  4. Recognition
  5. Acceptance
  6. Self-Acceptance


  1. Fear or loss of security
  2. Fear of failure
  3. Self-doubt
  4. The pain of change

“Do what you fear most and you control fear.” – pg.74
“The pain of every change is forgotten when the benefits of that change are realized.” – pg. 79
Summary:Sales is just as much an external battle as it is internal.  Understand what motivates and demotivates and practice control over your thoughts, emotions, and actions. Each day challenge yourself and be accepting to change. These concepts provide a good foundation for using your skills and knowledge in sales to close deals.

Chapter 6

Learn to Love No

Our parents taught us that the word “no” is bad and is frequently delivered with punishments. Kids at our schools rejected us when we did something different. We would conform to fit in and avoid the rejection, which made us feel better.
We had bad programming as a child, and now we are reprogramming our brain to see rejection and “no” as good things.
“Being able to overcome the ills of rejection is vital to our success.” – pg.86
Determine the cash value of each rejection. 1 sale = $100.You have 10 contacts before making 1 sale. 10 contacts = 1 sale. Therefor 1 contact = $10.
You will start to enjoy calls because you know each is worth a certain amount of money. Some of us have great fears of being rejected…
“Do what you fear most and you control fear.” – pg. 87
The Five Attitudes Toward RejectionCommit these to memory to give you more strength to handle fear, pain, and rejection in business and relationships.

  1. I always see non-success as a learning experience.
  2. I find course-correcting data in every non-success.
  3. I’m always quick to see the humor in my non-successes.
  4. I value the opportunity that every non-success gives me by practicing my techniques and perfecting my performance.
  5. I always see non-success as a necessary part of the game I’m playing to win.

Every morning we make a decision about our attitude that day toward rejection.
A target-seeking torpedo is fired from a submarine and it is guided through zigs and zags it must make to hit the target. It will get off course right away and receive a “no thank you” then it will go the other way and receive another no thank you. If it took rejection personally it would go home, and when it goes home is blows up the submarine that sent it. Instead, if it is strong enough, it will continue receiving rejection and course-correcting until it finally hits the target!
I am not judged by the number of times I fail, but by the number of times I succeed, and the number of times I succeed is in direct proportion to the number of times I can fail and keep on trying.
Summary:To succeed, rejection is expected. Figuring out a healthy perspective on rejection will help you get more wins, because rejection is part of the game. Accept that it is necessary and develop the positive outlooks on rejection and soon you will genuinely enjoy it, because you know you are on a winner’s path.

Chapter 7

Referral Prospecting and Non-Referral Prospecting

“The key to making more money is seeing more people.” – pg.95
Selling is finding people to sell, and selling the people you find.
Ratios that will help you manage your selling business:

  • prospecting calls/per hour spent
  • Prospecting calls/appointments made
  • Appointments/sales
  • Hours worked/money earned
  • Prospecting calls made last month/income this month

Card Referral System

  1. Isolate faces for them to see.
  2. Write the referral’s name on the card.
  3. Ask qualifying questions.
  4. Ask for the address.
  5. If the address isn’t known, get the phone book.
  6. Ask them to call and set the appointment.
  7. If they show nervousness or refuse to call, ask if you can use their name when you call the referral.

Find non-referrals by hitting up your repeat customers before the “itch cycle”. The itch cycle is the time when your past buyers are itching to buy again and this varies in different fields.
Orphan Adoption is when you hit on old accounts that have been abandoned by sales people who left your organization.
Summary:It is worth putting in a little work upfront to find the most qualified leads. These are referrals, because people are much more likely to trust a friend telling them about a great sales person. People like familiarity so when there has been some for of connection previously established your odds of closing them increase. Also make sure they are qualified.

Chapter 8

How to Find Fortune and Felicity with the Phone

“I must meet all qualified, interested callers in person.” – pg. 127

  1. Answer the phone on the third ring.
  2. Answer with some excitement and enthusiasm
  3. Acknowledge the other person’s reason for calling.
  4. Put them on hold (if possible) to gather info and strategize. Don’t go over 17sec.
  5. Get their name
  6. Answer most questions with a question and lead them to closing the appointment.
  7. When making the appointment, reconfirm the details.
  8. The champion drops a second anchor after the appointment is set and confirmed.

Set the right success goals. I will  make 15 prospecting calls starting at 9am tomorrow. I will continue prospecting until I have 3 appointments to demonstrate my product to people I believe can and should buy it.Be professional during your outreach calls:

  1. Have a legitimate offer that you’re knowledgeable about
  2. Call only during reasonable hours
  3. be polite and kind
  4. Bring any unfavorable call to a quick and courteous close
  5. Put any unproductive conversation out of your mind and immediately make another call

Prospecting Formula

  1. Use the person’s name immediately.
  2. Introduce yourself and your company.
  3. State your purpose and ask the first survey question.
  4. If they say no, get a referral.
  5. If they say yes, ask a leading question.
  6. Find out how far along they are in the itch cycle
  7. Discover how they feel about what they presently own. (Be positive… What do you like about…?”
  8. Carefully uncover their negative feelings and unsatisfied needs. Don’t knock what they presently own, because it makes them feel bad. “What would you like to see improved..?”
  9. Introduce the strong points of your offering. Start with a question to show a clear differentiation from the competitor.
  10. Close the appointment. “After talking to you, I feel you need to know more about… With your permission, I’d like to come by tomorrow to drop off… Does 2 or 3 work better for you?”

Note: During this process, make sure to anticipate each answer and prepare a response.

Chapter 9

A Spectator Sport Buying is Not

It’s far better for your prospect to be involved in your presentation rather than sitting doing nothing the whole time. Even if it is little involvement like running numbers, they should do it not you.
Rather than try to be the star get client participation during your demonstration to make the sale more fun and effective.

  1. List all steps the prospect must go through to understand your product. Make it simple.
  2. List every objection or question that may arise.
  3. Arrange the capability demonstration and objection-handling into a smooth-flowing sequence.

3 Formats for Selling Interviews (Presentations)

  1. Monologue: Fast-talking and dominating the conversation. This doesn’t work.
  2. Tangent-chasing: Go in with ears open and a bright smile, but you hand control to the prospect right away because you have no plan for the interview. Whatever tangent he takes, you follow. This may be easy since you likely know about your product very well, but it is not knowing anything about your buyer and makes you average at best.
  3. The organized involvement interview: Keep in control by alternating selling statements and questions with involvement demonstration so that your prospect is almost continuously busy with your machine and with becoming its owner.

Chapter 10

Put Champion Selling Power in Your Presentations and Demonstrations

Most salespeople put in 80-90% of their time presenting and demonstrating. The campion, spends only 40% of the time presenting or demonstrating and not more than 10% of the time prospecting (if they aren’t already busy with referrals). 50% of their time goes in to the vital areas of qualifying and planning.
Presenting basic concept:

  1. Introduction: Tell them what you’re going to tell them.
  2. Presentation: Tell them what you’re there to tell them.
  3. Summary: Tell them what you just told them.

“Repetition is the seed of selling.” – pg. 147
Presentation rules:

  1. Control constantly with questions
  2. Don’t lose to objections, win by handling objections.
  3. Say it in words they want to hear.

“A champion plans every presentation in writing.” – pg. 156Remember: Real estate example of 23yr old that sold to Tom after planning for last 6 months how it would work for him and reasons he would be interested to sell.
Prospects have emotional conflicts that keep them from buying. Don’t look for logical reasons why they want something. If you solve the problems they have come there to fix, then you win. If you don’t, you lose.
Instead, look for emotional reasons, which can be found in the benefits.  Understand the benefits your prospect is most interested in.
Anticipate objections by knowing your prospect well enough that you can have a good idea of their concerns.
Ways to anticipate objections:

  • Planned comparative questions: Melts the primary objection down by focusing the prospect’s attention on answering a minor issue. “Isn’t it true that the size of the insurance premium is less important than your children’s education?”
  • Similar Situation Stories to be used: Tell your prospect of other client success. Even better, have written testimonials in your binder. The best is to have video testimonials of clients talking about how great you and your product are.

Always come prepared. “I preplan every presentation in writing.” -pg. 166
Limit your presentation to 17minutes. Any longer and people will lose attention.
Summary: Know everything they are going to say before you get there. Know as much as you can about your prospects interests, finances, company standing relative to competitors, market condition, etc. to be able to tailor the presentation more to them and prepare specific answers to each objection. A champion puts in the time before the presentation because he knows it dramatically increases the chances of closing the client.

Chapter 11

Finessing the First Meeting

The fist principle of approaching prospects is to come on softly so that you relax them enough to allow their emotion of desire for your product to overcome their emotion of fear.
Steps to meeting a prospect:

  1. Smile almost to the point of grinning.
  2. Look in their eyes.
  3. Greet them properly.
  4. Shake their hand if they want.
  5. Let them settle.
  6. Ask an opening involvement question.

Summary:First impression with prospects is everything. Practice the right body language cues that are welcoming. Be respectful of their privacy and personal space and let them settle in before approaching. Better to save your energy for people who are qualified in your product. When asking a question, make it about their involvement with owning your product then ask leading questions to uncover the emotions for what you will sell them on and how you will close.

Chapter 12

Qualification is the Key to Quota-Busting

You must qualify people or else you are wasting your time presenting to the wrong person.
Qualifying means that you work hard with people who will buy your offering instead of working equally hard with people who won’t buy your offering.

  1. Find out what they have now.
  2. Find out what they like most about the product or service they have now.
  3. “What would you like to see altered or improved in your new product/service?”
    • Use the answers from this question to figure out what qualities to emphasize to close the sale.
  4. “Who in addition to yourself will make the final decision?”
  5. “If we were fortunate enough today to find the right (your product/service), would you be in a position to proceed/own?”
  6. Bracket-in on Product or Service: Give them a Triplicate of Choice.
    • Focus down on 3 main product or service offerings you have by removing unlikely solutions.
    • Ask specific questions about your product/service to have the prospect determine which is the best fit for their needs. Now it’s not a problem of selecting the product/service, it’s a problem of whether the company is prepared to spend what that costs.
    • Ex: We have 3 essential features in our services: automation building, funnels, and email creation. Which of those 3 is most important? (Narrow down from your full service catalog)
  7. Bracket-up for money.
    • Don’t go cold on the price. Use similar if not exact words…
    • “Most people interested in acquiring this machine with all its features are prepared to invest $12,000. A fortunate few can invest between $15,000 and $20,000. And then there are those on a limited or fixed budget who–with the high cost of everything today–can’t go higher than $10,000. May I ask, which of these categories does your company fit into most comfortably, Mary?”
    • They will respond likely in the middle category.
    • “What I’m excited about is this: the machine that meets all your requirements involves an investment of only $10,000–substantially under the amount you’re prepared to spend.”

Bracket-Up for Money technique

  1. Begin by stating a figure that is twenty percent above your price.
  2. Continue by giving a range from fifty to one hundred percent above your price.
  3. Give the actual price as your last figure.
  4. Then ask, “Which of these categories do you fit into most comfortably.
  5. Whichever category they pick, your response is, “What I’m really excited about is this: the model that meets all your needs only requires an investment of …”

“To use the triplicate of choice for money you must practice the figures until you know them perfectly.” -pg. 185

Chapter 13

Handling Objections

“Objections are the rungs on the ladder to sales success.” – pg. 187
Two Types of Objections:

  1. Minor: Minor objections are defense mechanisms.
  2. Major: Major objections must be addressed.

An objection is simply a request for more information.
A condition is not an objection, but a reason that disqualifies the prospect from buying.
2 Don’ts and 1 Do for Handling Objections

  • Don’t Argue. The buyer shows a need for more information. Rather than make them feel bad, be happy and kindly answer.
  • Don’t attack them when you overcome their objections. Develop sensitivity to their objection and separate them from it so they feel respected and like they raised a legitimate objection.
  • Lead them to answer their own objections. Remember: When the buyer says something, it’s true.

Objection-Handling SystemInternalize these steps for handling an objection.

  1. Hear them out.
  2. Feed the objection back.
  3. Question the objection.
  4. Answer the objection.
  5. Confirm the question has been answered.
  6. Change gears, and immediately go to the next step in your selling sequence.

Four Shock Treatments for Objections

  1. Put the shoe on the prospect’s foot.
  2. Change their base.
  3. Question down.
  4. Review their history.

Summary:Addressing objections is a necessary part of selling and means you are getting close to the sale. Think of the above as your toolkit. Internalize the system and four different treatments to be prepared to address any objections. If you have properly qualified your buyer, then you can close anyone who’s closable.

Chapter 14

Closing is Sweet Success

Always be ready to close anywhere at anytime. Carry your closing documents in the trunk of your car, locker, on your desk, in your book bag, etc.
Recorded Interview: Basically, get your client’s permission to record their pleasant experience of owning your product. Use this recording for other prospects.
Alternate Advance: Give two options that lead towards a close. “Which delivery date works better…”
Porcupine: Answer their question with an ownership question. “Does that unit come with multiplex option?” “Do you want the multiplex option with that unit?”
Be able to fill out your closing forms almost without thinking. This allows you to chat with the prospect still and keep them focused.
“Closing is the process of helping people make decisions that are good for them.” – pg.204
“People love to buy after they own” – pg. 205
Always be ready to close anywhere and anytime.
“Whenever you ask a closing question, shut up. The first person to speak loses.” – pg. 209
Summary: When you close, you are helping yourself, your company, the economy, and most importantly the buyer get what they want. Internalize every technique learned until you become the techniques and they become you. Use them as your tools to help the buyer get what they want and increase your income. You too can be a champion.

Chapter 15

12 Power Closes for Aspiring Champions

#1 Rule to remember is: “Whenever you ask a closing question, shut up. The first person who speaks loses.” – pg. 227

  1. The Basic Oral Close: “By the way, what purchase order number will be assigned to this requisition?”
  2. The Basic Written Close: “Does it come in walnut?” “Would you like it in walnut?” “Yes, that’s the color I’d prefer” “Let me make a note of that”
  3. The Benjamin Franklin Balance Sheet Close: “As you know sir, we Americans have long considered Benjamin Franklin one of our wisest men. Whenever old Ben found himself in a situation such as you’re in today, he felt pretty much as you do about it. If it was the wrong thing, he wanted to be sure and avoid it. Isn’t that about the way you feel, too? Here’s what old Ben used to do. He’d take a sheet of plain paper and draw a line down the middle. On this side he wrote yes and under that he’d list all the reason favoring the decision. Then, under no he’d list all the reasons against the decision. When he was through, he simply counted the columns and his decision was made for him.
  4. The Sharp Angle Close: Similar to the porcupine, but instead of answering their question with another question you reply with a question that moves along the sale and their answer indicates they’ve bought.
  5. The secondary question close: Pose the major decision with a question, and without pausing add another question that is an alternate advance involvement question. “As I see it, Frank, the only decision we have to make today is how soon you’ll start enjoying the increased profits the JLG Lift will make for you–by the way, are you going to use it in your main plant or your new warehouse?”
  6. The Higher Authority Close: Talk with an existing customer who would be respected by your new prospect. Prepare your higher authority by making sure he is available for a call during your meeting with prospect. Have prospect discuss their concerns with customer and close them once they get off the phone.
  7. The Similar Situation Close: Take note of your successful sales. When a prospect has a similar problem as a past client, show the prospect data about how your client used your product to solve their problem.
  8. My Dear-Old-Mother Close: Have your mother say to you “silence means consent”.  If you go for the close and there is a long silence, you can break it with humor that sometimes works better than any closing technique. Break the tension by saying “my dear old once said silence means consent. Was she right?”
  9. The “I’ll Think it Over” Close: If you give them time to think it over they expect you to leave and new problems come up and the prospect will forget your proposition. Instead:
    1. Agree with them
    2. Confirm the fact that they will think it over.
    3. Make them squeak. “You’re not doing this to get rid of me are you?”
    4. Clarify and twist harder.  “What is it you want to think over?” “Is it the…?”
    5. Confirm the real reason they object to.
  10. The reduction to the ridiculous close: They will say it’s too much. First, find out how much too much is. Split the difference. Ex: It’s $10,000 and they are only willing to pay $8,000. Prove why it’s worth spending the additional $2,000. Use a calculator to breakdown the cost per year, per week and maybe even per day. Compare the cost to the added benefit they will receive. Make it a no-brainer.
  11. The Negative Close: If you express doubt in your prospect’s ability to do something he will do it just to prove you wrong. Do this after your prospect has warmed up to your product and is aware of you as a distinct personality.
  12. The Puppy dog Close: Allow the prospect to take the product home to try out. When they see the desired effects it has they will not want to lose it.

Summary: Closing is about knowing more ways to get them to say yes than they know to say no.

Chapter 16

A Clutch of Moneygrabbers

Multiply your sales by getting referrals from each and every person you sell. Work with every buyer as though that person represents a thousand referrals.
“If they take one, they or their friends will always take more.” – pg. 239
Think of other product/service offerings your client could benefit from.
Use business cards to reach new people you have never met. These are great, even today to act as your own marketing tool. Getting these to people anyway you can is cheap and powerful marketing.
Sending “Thank you” cards to people can be powerful. Send cards to clients after sales, clients after referrals, prospects after demonstrations, etc. People could see your card and think of you for future business.
Summary: Don’t stop at one sale with your client. Understand they are connected to many other people who could potentially also buy your product/service. Their friends have similar interests and qualifications. Each new sale is a chance to multiply your income.

Chapter 17

How to Perspire Less and Profit More from Paperwork

Summary: Have different profiles for different types of clients. To avoid procrastination on paperwork, do the most important stuff first and don’t wait till the last minute. Keep track of receipts so you can get the proper tax deductions no matter your income size.

Chapter 18

Fortune Building Starts with Time Planning

Create a list every evening of the things you need to get done the next day. Your sub-conscious mind may work to think up how you will achieve these things during the night and you coare more likely to wake up with fresh ideas.
Task Subjects to plan in your day:

  1. Leave the office
  2. Scheduled appointments
  3. Research
  4. Family
  5. Physical Health
  6. Emotional Health
  7. Prospecting

Make sure to reward yourself with recreational, social, charitable, and spiritual activities. Having a greater sense of purpose is essential to keeping you going. Schedule in charity work, because nothing clears our minds for greater achievement more than doing something to make the world a better place.
“I must do the most productive thing possible at any given moment.” – pg. 260
Rest and recreation are essential parts of the productive rhythm. It’s not productive to run a machine until it overheats and breaks down. The same applies to your own brain, body, and set of drives.
Summary: Time planning takes little effort and pays off big very quickly. Be intentional about how you spend each hour of the day by organizing your schedule the night before. Building this habit alone will increase your chances of success dramatically.

Chapter 19

How to Sell Your Way Out of a Slump

First ask yourself this question: Am I happy? Be brutally honest.
The first step is to realize where you are. If you have determined you are miserable, then learn the skills to become successful then go out and apply those skills.
“Money doesn’t buy happiness, it can only give you the means to find it.” – pg. 262
“Being miserable is a habit and being happy is a habit. The choice is yours.” – pg. 262
Being happy all of the time is also dangerous, because we should feel grief briefly when bad things happen.
Change what you want to change. Accept what you can’t hope to change. Be stubbornly happy no matter what, once you’ve rid yourself of the latest negative feelings that have a necessary part to play in your life.
GOYA: Get off your ass and get to work.
Follow these steps for getting out of a slump:

  1. Become highly skilled at what you do.
  2. Burn the past daily.
  3. Live in this moment.
  4. Instead of worrying about your future, plan it.
  5. Don’t demand fairness from life.
  6. Don’t be guilty.
  7. Commit to high performance and accept the consequences of that commitment.
  8. Work on Procrastination
  9. Keep your sense of humor growing.
  10. Learn to love growth, change, and life.

Summary: Take full responsibility for the outcome of your own life. Being happy the majority of the time is most productive for being successful. The way through is putting in the necessary work and adapting the necessary habits for success. Follow the steps and engrain them in your head.

Chapter 20

The Most Necessary Skill of All

If you really want something, you will work to satisfy it.
Write out goals and work towards them daily. If you aren’t sure of your goals yet, choose any positive goal to work towards. You may make many false starts until you will eventually discover the course that will keep you happily involved for the rest of your life.
Effective Goal Setting

  1. Commit to the goal in writing.
  2. Make the goal specific.
  3. Goals must be believable.
  4. An effective goal is an exciting challenge.
  5. Goals must be adjusted to new information.
  6. Dynamic goals guide our choices.
  7. Don’t set short term goals for more than 90 days.
  8. Maintain a balance between long-term and short-term goals.
  9. Include your loved ones in your goals.
  10. Set goals in all areas of your life.
  11. Your goals must harmonize.
  12. Review your goals regularly.
  13. Set vivid goals.
  14. Don’t chisel your goals in granite.
  15. Reach out into the future.
  16. Have a set of goals everyday and review your results every night.
  17. Train yourself to crave your goals.
  18. Set activity goals not production goals.
  19. Understand luck and make it work for you.
  20. Start now.

Summary: Check

Chapter 21

How to Sell to the Most Important People You Know

“There are no limits to your growth except the limits you impose on yourself. Those limits, of course are your willingness to pay the price of achievement.” – pg. 279
Summary: The techniques in this book can be applied to your closest friends and family. Understand what it is they want and figure out how to help them get closer towards achievement. Use discovery questions, minor closes, leading questions, top-notch objection-handling, major closes.

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