Chapter 4

_Preparing to Make Your Success Certain_

[Sidenote: Be Ready When Your Chance Comes]

Thousands of men have failed in life because they were not ready when their best chances for success came. Some of these golden opportunities slipped away unrecognized. Others, though perceived, could not be grasped. The men to whom they were presented had not prepared to hold and use such chances whenever they might arrive.

_If you would make your success a certainty, you must get all ready for it in advance_. Then you will not be taken unawares when you find your big chance. If you are thoroughly prepared, you will sight it quickly, realize its full value, and seize it with complete confidence in your ability to make the most of it.

Before you seek it, be sure of your entire readiness for the opportunity you especially want. You can much better afford to wait a little while for _certain_ success than to rush, unready, into the field of your choice, risking the likelihood of failure that could be guarded against by intelligent preparation to succeed.

[Sidenote: Do Not Start Unprepared]

A young man was offered a position of fine opportunity with a great banking house. His ambition was to build his career in that particular organization. But when the duties of the proffered situation were explained to him, he declined to undertake them at once; though he risked the chance that he might not get another such opportunity for employment by the financial institution of his choice.

"I am sorry," he said to the cashier, "but I do not know enough about accounting to fill that job now. It will take six months of hard work evenings to train myself to fit your needs. Please give me other employment in the bank meanwhile, so I'll be able to study the job at close range while getting ready for it."

This was excellent salesmanship. The candidate suggested in his words, tones, and actions that he recognized a real opportunity, that he comprehended all it involved, that he was willing to prepare himself adequately, and that he felt certain of his ability to fill the place after completing the necessary preparation.

The bank, however, was in immediate need of his services in the position offered to him. So the cashier, who had been very well impressed by the young man's attitude, told him to take the place, and offered to supply him with an accountant aide for six months.

[Sidenote: Keeping the Opportunity Open]

"I would rather not," the applicant persisted in declining. "I mean to keep on climbing toward the top in this bank, once I get started; and I don't want to begin as a cripple. I couldn't give thorough satisfaction now, even with an assistant on the accounting. It is not good business for me to start by making a poor impression. I'd prefer that you do not think of me as a man for whom excuses need to be made. I wish to commence my work in that job, when I am ready, with your complete confidence that I can handle it--not as a weak sister." He smiled winningly.

The failure of so skillful a salesman of ideas was simply _impossible_. There is no getting away from such a high quality of salesmanship. The cashier bought the present and prospective services of the young man who had demonstrated _at the outset_ his comprehension of the _first importance of preparation._ The opportunity was kept open six months for the applicant in training, while he fitted himself for his future job. This successful salesman of true ideas of his best capabilities is now a vice-president of the great financial institution.

"But," you say, "suppose the cashier had been unable to wait, would not the young man's over-emphasis of his attitude on preparation have _prevented_ him from succeeding in his ambition?"

No! A single turn-down cannot cause the failure of a successful salesman. If that cashier had not appreciated the worth of the candidate, an officer of some other bank certainly would have had a clearer vision of his value. The applicant might have been balked temporarily in his ambition. The best salesman occasionally has to try and try again. But a successful career for that young man was assured in advance. From the very start he was "certain to get there."

On the other hand, if he had risked making a disappointing impression in his new job, he might have taken the first step toward failure. Suppose he had begun the work for which he was unprepared, and then had made serious mistakes due to his unfitness. His record would have been blemished. His ability might have been questioned. He prevented such possibilities by _making sure his preparation was adequate_ before he accepted his big chance.

[Sidenote: Preparation Should Be Two-fold]

Your preparation for certain success must be two-fold. You need to prepare yourself in ability first _to perceive_; then _to appreciate the full value_ of what you see. Golden opportunities are all about you. If you do not recognize them, or if you perceive but slight value in the signs of rich chances to succeed, you will fail because of your unreadiness.

Many a farmer in Oklahoma cursed his "bad luck" after he sold a farm on which a gusher was later discovered. But the oil had been there all the time. The "luckless" farmer simply did not _perceive_ the indications of wealth under his plodding feet; or, if he saw signs of oil, he did not realize that they _denoted_ the possibility of millions.

[Sidenote: Developing Perception]

Perception can be broadened almost immeasurably. The physical eye, if normal and thoroughly trained, is fitted to be "all seeing." _So can your mind be made capable of widest vision over all the fields of possible opportunity_. Some are within your present mental view, others you can see only after going farther or climbing higher in knowledge. The biggest possibilities of success cannot be comprehended in their entirety by narrowed mental sight.

The first essential of preparation to succeed is that you _open your eyes fully, and look all around you_ for the opportunities within range of your vision. There are so many _close at hand_ that your search would better begin right where you are. Even if eventually you seek far for the best chance to succeed, do so with thorough knowledge of what is near by. Before you leave your present environment, have an intelligent conviction that you are capable of a bigger or different success than is to be found within your immediate reach.

Also see and comprehend the especial _difficulties_ you will find close at hand. It does not always pay to remain in "the old home town." Often a young man needs to go to a community of strangers to gain appreciation of his ability. It is likely to be hard for him to win success among people who knew him as a boy and who still regard him as immature. He may find it much easier to succeed in a neighboring town.

It is possible to make the greatest success turn aside from beaten paths, leave the accustomed haunts of the successful, and go to a place where no such success ever before has been established. The Mayo brothers compelled their success as world renowned surgeons to come to them at the little city of Rochester, Minnesota. Elbert Hubbard brought fame to East Aurora, New York, by founding there his school of philosophy and the Roycrofters.

[Sidenote: Over-specialized Preparation]

Almost as common as the mistake of first looking far afield for success opportunities, is the error of _over-particularizing_ one's original preparation. If you think now that you want to be a lawyer, you should prepare yourself especially by studying law, of course. But you should not exclude preparation for other vocations. Judge Gary was thoroughly prepared for legal practice. Doubtless when he began his studies of law he expected to continue in his chosen profession. But he did not neglect to prepare himself in general business capability. So when his biggest chance came, he was ready to step out of his law practice and into a manufacturing industry. There he fitted himself for the position of chief executive in the immense United States Steel Corporation.

The ability of a _master_ salesman is not limited to getting orders for just one line of goods, or to selling only to certain buyers. He has _all-around_ sales knowledge and skill. Though he naturally sells to better advantage in some fields than in others, he can attain a high degree of efficiency in selling anything meritorious, because of his _broad and diversified preparation_.

[Sidenote: Varied and Adaptable Preparation]

Your preparation for all the possibilities of success you may be able to reach hereafter should be similarly _varied_ and _adaptable_; though you will be wise to specialize, in addition, by making more detailed preparation for the vocation of your choice. At twenty the average man cannot _know_ for what he is best fitted. He may not be sure even at thirty. The start toward eventual success has often been delayed until middle life. To cite my own case, I prepared myself especially for the career of a certified public accountant, but found my greatest success in the profession of selling. I was able to grasp my biggest opportunity in the sales field because, though I had been devoting my time and energies chiefly to accountancy, I had studied and practiced salesmanship for years in order to market my own services most effectively.

_While preparing yourself for success, keep your mental eyes wide open_. Perceive any and all chances about you, however much you specialize in your preparation for a selected career.

[Sidenote: Preparation In Salesmanship]

Comprehend that preparation in _salesmanship_ is necessary, whatever vocation you choose. Mastery of the selling process is absolutely essential if you would assure your success in _any_ field of ambition. Not only must you _perceive_ opportunities to succeed, but you also must know how to _sell yourself into the chances_ you see. No matter how much particularized knowledge you may acquire in preparation for a selected career, your success will not be _assured_ until you are able to sell your capabilities to the best advantage. You can neither perceive all your possible selling opportunities, nor make the most of them when seen, unless you learn the selling process and develop skill in the actual sale of the best that is in you.

Broad, varied knowledge is required as the foundation for certain success. It cannot be built on a narrow or limited base. Evidently, however, exactly the same amount of knowledge possessed by two men would not make them equally successful. As already has been emphasized, success is not assured by the mere possession of knowledge, _but by the effective ways in which elements of knowledge are fitted to opportunities_.

[Sidenote: Abstract And Applied Knowledge]

Your abstract knowledge may be valueless. In order to succeed certainly _you must connect the things you have learned with particular people in particular fields of activity_. When you have developed the power of relating your individual ability to every imaginable _use_, your mental eyes will be opened to many opportunities for success that you otherwise might never perceive. Such an association of _what you know and can do_ with the various ways your capabilities might be utilized will tremendously augment your self-confidence. When you realize in how many ways it is possible to use your especial talents, you will not be likely to doubt your own _worth_. You will offer your qualifications for sale with complete faith in their value to prospective buyers.

[Sidenote: Insurance Against Undervaluation]

Thorough preparation in _comprehension of values_ is the salesman's best protection against a personal inclination, or an outside temptation, to cut prices. If your preparation for your chosen career has been limited to _gaining knowledge_, and you have not studied its true _worth_ to every imaginable prospective buyer, you will be apt often to offer your services for far less than their full value. Conversely sometimes you will be likely to think your services are worth more than they really are. You may fail to close sales because your price is too high. A pre-requisite of good salesmanship is the _right_ price. _If your preparation for selling your services has been thorough, you will realize the exact worth of your knowledge and skill_. You will neither suggest inferior value by quoting a cut price on your capabilities, nor demand so much as to indicate the characteristics of displeasing egotism or greed. _If you know what you are truly worth, you will make the right price on your real value._ Then your self-confidence in your worth will lend you power to convince the other man that your services would be a good "buy" for him.

[Sidenote: Seeing Into Opportunities]

If you can imagine _all the various uses to which your ability might be put_, you will appreciate the full value of every opportunity you perceive. Not only will you see the chances for success that are all about you, but you will _see into_ them. When your mind _catches sight_ of success chances, they will look _familiar_ to you because of their similarity to opportunities you _previously had thought about_ and connected with your own qualifications. If you are prepared to perceive and to appreciate fully each indication of a success opportunity that comes within the range of your mental vision, you will promptly begin working a chance "for all it is worth," as if it were a newly discovered gold mine.

[Sidenote: Service Purpose In Preparation]

Possibly what you have read has unduly impressed you with the idea that the salesman's motive in his preparation is selfish. So perhaps it is well to pause here for the reminder that your primary salesmanship purpose should be true _service_. You are preparing yourself thoroughly in knowledge of your full sales value, _as a measure of success insurance and self-protection._ It is not true sales service to give a buyer value greatly in excess of the price quoted. It is right for you to make sure in advance about your full worth. However, the obligation to render service is the principal element of right salesmanship, and should come before the objective of a good price. _Prepare then primarily to serve your prospect._ Demonstrate your true service purpose, and he will give secondary consideration to the cost of engaging your qualifications for his business.

[Sidenote: Pleasing Character]

You can serve best if you _please_ in rendering service. Therefore prepare your _self_, your _knowledge_, and all your _methods_ so that from the moment you make your first impression on a prospective employer, you will please him. Do not prepare for the interview with the purpose of pleasing yourself. What _you_ like may be distasteful to the man you want to impress.

Since you cannot tell in advance when or where you may encounter a prospective buyer of your services, you will not be safeguarding every possible chance to succeed unless you wear your "company manners" all the time. You always should dress carefully, act with painstaking courtesy, and conduct yourself as if you might meet a rich relation at any moment. You certainly can expect more wealth from "making yourself solid" with Opportunity than you ever are likely to be willed by a millionaire uncle. It will pay you much better to please Opportunity in general than to ingratiate yourself with any person in particular.

[Sidenote: Please Everybody Everywhere Always]

"Company manners" that are just "put on" temporarily may be left off on the very occasion when you would want to appear at your best if you only knew that "The Golden Chance" was to be met. Therefore prepare to be _characteristically_ pleasing to _everybody, everywhere, and all the time._ Then, no matter where or when or in what guise you come upon Opportunity, you will be sure to please with your _genuineness_.

Innumerable great successes have begun with the making of a pleasing impression on some one whose presence and notice were unknown. You realize that your success is practically impossible if you displease. Preparation to please is of first importance in getting ready to succeed. Your success in the field of your especial ambition will be assured if you win your first chance there by making an _initial_ pleasing impression and then _keep right on pleasing_.

Cultivate grace in your movements--for grace is pleasing to everyone. Carry your body naturally, especially your head; with such a bearing that total strangers will feel pleasure when they look at you. _Be a person who pleases at sight._ It is not difficult. No matter what sort of face you have, if it expresses habitually your pleasure in living, it will look pleasant. A look of pleasure is pleasing to others. You like to see some one else enjoying himself thoroughly. Everybody feels the same way. Our own faces brighten when we come upon radiant happiness anywhere.

[Sidenote: Details That Please]

Please others with your smile. It should not be just an affected smirk, but a smile of _genuine friendliness for all the world_. Please by wearing inconspicuous clothes that are faultless in taste, fit, and cleanliness; and of a quality suited to your vocation. Show also that you take good care of what you wear, for that makes a pleasing impression. _You can please in your dress without arraying yourself in expensive clothes._ Indeed, an over-dressed man is more displeasing to Opportunity than is one poorly dressed. There can be no excuse for foppishness, but a shabby neat appearance may be due to a good reason. Please with the suggestion in your manner that you are getting along well. Do not pretend false prosperity, of course; but _indicate that you feel successful_. Any one finds it unpleasant to be in the company of a failure. _If you would succeed hereafter, avoid making the impression that you have not already succeeded._ "Success breeds success."

[Sidenote: Courtesy And Politeness]

Be courteous invariably. Learn and observe the rules of politeness. Please by acting the gentleman always. Practice courtesy and politeness in your own home to perfect yourself in these pleasing characteristics. Then you will show them everywhere. Remember that the rest of the world is made up of "somebody else's folks." Courtesy and politeness are not natural attributes. In order to make yourself a master salesman you need to _develop_ them to an unusually high degree. You may _intend_ to be courteous and polite always, but only the development of the _fixed habit_ will fully support your intention.

You cannot be polite, however courteous you mean to be, unless you take pains to prepare yourself with knowledge of the usages of polite people. In order to be polite, it is necessary that you do not only the courteous thing, but the _correct thing_. Your courtesy might displease if it were unsuited to the circumstances. It would not be polite, for example, to invite an orthodox Jew to dinner and then to serve him with a pork tenderloin. Your intention to be a courteous host would not lessen your offense against good manners. Your guest would be incensed by your impoliteness, not pleased by your courteous intention.

[Sidenote: Virility Pleases]

No quality you have is more generally pleasing than virility--_your man stuff_. Therefore on all occasions show yourself "every inch a man." Moreover, act like a _he_-man. Never appear "sissyfied" in even the slightest degree. Swing your legs from the hips when you walk; don't mince along. The stride of a he-man is strong and free. If yours lacks the qualities of virility, change your habit of walking.

When you make gestures, move your whole arm. A wrist movement suggests effeminacy. It is important, too, that you _train your voice to ring with manliness_. Even a squeaky, weak tone can be made to suggest man stuff if the words are spoken crisply, and the sentences are cleanly cut. Do things with the _ease_ that indicates a man's strength, not with evident effort. Perhaps you have not realized that by cultivating grace in your movements you can make impressions of your man power. _Grace means the least possible expenditure of energy in efficient action._ A man can accomplish things with ease and grace that a child or a woman would make hard work of and do awkwardly.

[Sidenote: Pleasing Tones]

A pleasing tone helps to assure one's success. You may think your voice is a heavy handicap. Perhaps it is high pitched and squeaky; or, on the other hand, a "growly" bass suggestive of ill-nature. Again it may be faltering or hoarse. Such faults are not serious to a master salesman. _If your vocal equipment is physically normal, your voice can be made pleasing._ In order to make your tones agreeable, learn to vibrate them naturally through your _nose_. A mouth tone is displeasing. The so-called "nasal twang" that sounds so unpleasant is a mouth tone _prevented_ from free vibration through the nose. Humming, as you know, both _indicates_ pleasure and is a pleasant _sound_. It is produced with the mouth closed, by a vibration of the bone structure of the face and of the nasal cavities. Certainly, even if you have a disagreeable voice, you can make your tones _hum_, and thereby render them more pleasing. Adenoids that could be removed--even failure to keep the nose clean--may prevent a man from succeeding. _Whatever hinders the free vibration of tones makes displeasing impressions of the speaker_. When a man has a bad cold in his head that blocks the nasal passages, his voice rasps the ears of a hearer.

[Sidenote: Avoid Giving Displeasure]

Not only please by _doing_ things that give _pleasure_; also _avoid_ doing _displeasing_ things. For example, when you say or suggest anything to another person you want to influence, remember to be a _salesman_ of your ideas. Do not make the impression that you are _teaching_. No adult human being really enjoys being _taught_. Any grown person likes to be treated as an equal, and to have new thoughts conveyed to him without that suggestion of superior intelligence which is characteristic of many teachers when dealing with pupils. Perhaps you have heard Burton Holmes lecture. His enunciation is a delight in its perfection, but he talks "according to the dictionary" so naturally that his correctness does not sound a bit affected. You feel at home with him. His diction is attractive to you. Another speaker practicing the same exactness of pronunciation, but less artistic in selling his ideas with words, might displease you by his scholarly accents.

[Sidenote: Tact]

Sometimes it is tactful to speak incorrectly, as a courtesy to the other man. If in the course of your interview with a prospective employer he should mispronounce a word, you would be undiplomatic to emphasize the correct pronunciation in speaking that word yourself. It is not dishonest, but truly polite to reply "My ad'dress is"--instead of pronouncing the word correctly. Do not suggest by over-emphasis of right speech that you wish to pose as one who is _conscious_ of his superiority, however well you may realize that you are on a higher plane of intellectuality. We all like a genuinely great man who does not hold himself aloof.

[Sidenote: Prepare For All Kinds Of Men]

Prepare to meet not only strong men, but weak men; cautious men; very proud men; greedy men. Be ready for reckless men, humble men, men who live to serve others. Be aware in advance of the differences in their _buying motives_. They will not all have the same reasons for giving or for refusing you a chance. _Hence be prepared to adapt your salesmanship to the characteristics of the various kinds of men you are likely to meet_. Though you never should pander to an unworthy motive, study different types of character and _learn how to fit your ability to the peculiar or distinctive traits of possible buyers_ of such services as you have for sale. Perhaps an easy-going employer will appreciate your "pep" as much as would a hustler, but he won't like it if you seem to prod _him_ with your energy. On the other hand, the employer who is a hustler himself might be keenly pleased should you keep him on the jump to stay even with you.

[Sidenote: Success Insurance]

Be thorough in _preparing_ to sell your capabilities; so that your success may be _insured_. You ride on a first-class railroad with confidence, feeling that every precaution for your safety has been taken. You are at ease when you begin your trip; for you know that track, train, and men in charge all are dependable. Because of the complete readiness of the railroad for your journey, you count on arriving safely at your destination. You have no fears that you may be wrecked en route.

Similarly you should make the most thorough preparation before starting out as a salesman of the best that is in you. You have to grade your own roadbed, and must yourself lay the rails over which your ideas in trains of thought will be carried to the minds of other men. You are fireman, engineer, brakeman, and conductor of this Twentieth Century Limited. _Your destiny as a salesman of yourself is in the hands of no one else_. Before you travel any farther, take all practicable measures to assure your safe arrival, without delay, at the station of Success.

[Sidenote: Start Confidently]

When you are thoroughly prepared to sell true ideas of your best capabilities, you should start with confidence that you will reach the end of the line safely and on time. Don't attempt to "get there" before making adequate preparation for success. Remember that a railroad does not commence operating through trains until the track is finished.

If you are prepared now for the actual start in salesmanship--if you are packed up and ready to leave for your field of opportunity--ALL ABOARD!