Trying out my new skills

Then one day Ed suggested that I come to class and take orders for merchandise from the students.

Take orders for merchandise? I could do better than that...I could sell the books and tapes and biofeedback equipment!

I programmed myself, and at my level I imagined selling so much merchandise that Ed would say, "How did you do that?!"

Even though I couldn't always answer all of the questions that the students asked me about the various items, I did all right. If Ed was busy with somebody else, I could usually find a Silva graduate nearby who could help answer the questions.

At the end of the day when Ed asked me how much I'd sold, boy was he surprised! After that he always made sure that I was available when he scheduled a class, so that I could come sell merchandise.

After five years of working for Silva International, I moved to Austin, Texas, about 250 miles from Laredo. I got a job working for the State of Texas, and a part time job with the local newspaper.

The job with the newspaper was one that few people succeed at: Telemarketing.

My job was to make phone calls for four hours each evening, and to either sell subscriptions to the newspaper, get people to accept a free trial that would turn into a paid subscription after the trial period ended, or renew and upgrade subscriptions.

If you've ever worked that kind of job, you know how difficult it can be. You are calling people who don't especially want to talk to you. It is not like selling to students who have come to the class because they are interested in what you have to offer. Many of the people you call are not interested in reading a newspaper at all, much less paying to do so.

Some reps don't make more than two or three sales per hour. In fact, I have read that good telemarketers usually average at the most, about fifteen to eighteen completed calls per hour.

I knew I had to do better than that. And I knew I could do better than that.

So I recalled how I had programmed myself when Ed asked me to sell merchandise in class. I recalled the feelings I had when I programmed, and again when the programming was working so well and people were buying so many items from me. I also recalled how good it felt when Ed was so surprised and delighted at how much I had sold.

He had taught me to recall my past successes. Dennis Higgins had suggested establishing "sales points of reference" at my level. That's what I did...I recalled what I had done before, the results I had gotten, and how great it felt, and I referred back to those experiences - my "points of reference."

It really paid off. Listen to what was my sales manager, a lady named Sharon, wrote in a letter dated July 7, 1997, to document my successes:

"One week, working part time (fifteen hours), Kathy had a total of 132 sales. This is more than any other sales person I've ever seen, including myself. She typically makes more than 100 sales per week.

High praise from the Sales Manager

"She sold eighty-eight conversions over a two night period," Sharon wrote, "persuading subscribers to the weekend paper to upgrade to daily subscriptions, and reactivating prior customers whose subscriptions had expired. One time, she sold sixty-one conversions in one four-hour shift." Many sales reps don't make that many calls in four hours.

"On the Saturday morning shift," she said, "one of the toughest times to sell, she once made thirteen sales during her three-hour shift. Kathy only works until Noon on Saturday, yet she usually sells more than the other sales reps who work until 2:30 p.m."

Silva training beats sales training

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