sort of nature. He was one of those who believe it best to slip in by the back door and take a seat at the rear of the stage of life. One evening he heard a lecture on the subject of this lesson, Self-confidence, and that lecture so impressed him that he left the lecture hall with a firm determination to pull himself out of the rut into which he had drifted.
He went to the Business Manager of the paper and asked for a position as solicitor of advertising and was put to work on a commission basis. Everyone in the office expected to see him fail, as this sort of salesmanship calls for the most positive type of sales ability. He went to his room and made out a list of a certain type of merchants on whom he intended to call. One would think that he would naturally have made up his list of the names of those whom he believed he could sell with the least effort, but he did nothing of the sort. He placed on his list only the names of the merchants on whom other advertising solicitors had called without making a sale. His list consisted of only twelve names. Before he made a single call he went out to the city park, took out his list of twelve names, read it over a hundred times, saying to himself as he did so, “You will purchase advertising space from me before the end of the month.”
Then he began to make his calls. The first day he closed sales with three of the twelve “impossibilities.” During the remainder of the week he made sales to two others. By the end of the month he had opened advertising accounts with all but one of the merchants that he had on the list. For the ensuing month he made no sales, for the reason that he made no calls except on this one obstinate merchant. Every morning when the store opened he was on hand to interview this merchant and every morning the merchant said “No.” The merchant knew he was not going to buy advertising space, but this young man didn’t know it. When the merchant said No the young man did not hear it, but kept right on coming. On the last day of the month, after having told this persistent young man No for thirty consecutive times, the merchant said:
“Look here, young man, you have wasted a whole month trying to sell me; now, what I would like to know is this—why have you wasted your time?”
Side note: No man can become a great leader of men unless he has the milk of human kindness in his own heart, and leads by suggestion and kindness, rather than by force.
“Wasted my time nothing,” he retorted; “I have been going to school and you have been my teacher. Now I know all the arguments that a merchant can bring up for not buying, and besides that I have been drilling myself in Self-confidence.”
Then the merchant said: “I will make a little confession of my own. I, too, have been going to school, and you have been my teacher. You have taught me a lesson in persistence that is worth money to me, and to show you my appreciation I am going to pay my tuition fee by giving you an order for advertising space.”
And that was the way in which the Philadelphia North American’s best advertising account was brought in. Likewise, it marked the beginning of a reputation that has made that same young man a millionaire.
He succeeded because he deliberately charged his own mind with sufficient Self-confidence to make that mind an irresistible force. When he sat down to make up that list of twelve names he did something that ninety-nine people out of a hundred would not have done—he selected the names of those whom he believed it would be hard to sell, because he understood that out of the resistance he would meet with in trying to sell them would come strength and Self-confidence. He was one of the very few people who understand that all rivers and some men are crooked because of following the line of least resistance.
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I am going to digress and here break the line of thought for a moment while recording a word of advice to the wives of men. Remember, these lines are intended only for wives, and husbands are not expected to read that which is here set down.
From having analyzed more than 16,000 people, the majority of whom were married men, I have learned something that may be of value to wives. Let me state my thought in these words:
You have it within your power to send your husband away to his work or his business or his profession each day with a feeling of Self-confidence that will carry him successfully over the rough spots of the day and bring him home again, at night, smiling and happy. One of my acquaintances of former years married a woman who had a set of false teeth. One day his wife dropped her teeth and broke the plate. The husband picked up the pieces and began examining them. He showed such interest in them that his wife said:
“You could make a set of teeth like those if you made up your mind to do it.”
This man was a farmer whose ambitions had never carried him beyond the bounds of his little farm until his wife made that remark. She walked over and laid her hand on his shoulder and encouraged him to try his hand at dentistry. She finally coaxed him to make the start, and today he is one of the most prominent and successful dentists in the state of Virginia. I know him well, for he is my father!
No one can foretell the possibilities of achievement available to the man whose wife stands at his back and urges him on to bigger and better endeavor, for it is a well known fact that a woman can arouse a man so that he will perform almost superhuman feats. It is your right and your duty to encourage your husband and urge him on in worthy undertakings until he shall have found his place in the world. You can induce him to put forth greater effort than can any other person in the world. Make him believe that nothing within reason is beyond his power of achievement and you will have rendered him a service that will go a long way toward helping him win in the battle of life.
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One of the most successful men in his line in America gives entire credit for his success to his wife. When they were first married she wrote a creed which he signed and placed over his desk. This is a copy of the creed:
I believe in myself. I believe in those who work with me. I believe in my employer. I believe in my friends. I believe in my family. I believe that God will lend me everything I need with which to succeed if I do my best to earn it through faithful and honest service. I believe in prayer and I will never close my eyes in sleep without praying for divine guidance to the end that I will be patient with other people and tolerant with those who do not believe as I do. I believe that success is the result of intelligent effort and does not depend upon luck or sharp practices or double-crossing friends, fellow men or my employer. I believe I will get out of life exactly what I put into it, therefore I will be careful to conduct myself toward others as I would want them to act toward me. I will not slander those whom I do not like. I will not slight my work no matter what I may see others doing. I will render the best service of which I am capable because I have pledged myself to succeed in life and I know that success is always the result of conscientious and efficient effort. Finally, I will forgive those who offend me because I realize that I shall sometimes offend others and I will need their forgiveness.
Signed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The woman who wrote this creed was a practical psychologist of the first order. With the influence and guidance of such a woman as a helpmate any man could achieve noteworthy success.
Analyze this creed and you will notice how freely the personal pronoun is used. It starts off with the affirmation of Self-confidence, which is perfectly proper. No man could make this creed his own without developing the positive attitude that would attract to him people who would aid him in his struggle for success.
This would be a splendid creed for every salesman to adopt. It might not hurt your chances for success if you adopted it. Mere adoption, however, is not enough. You must practice it! Read it over and over until you know it by heart. Then repeat it at least once a day until you have literally transformed it into your mental make-up.
