Chapter - 12

Turning Your Power Over People Into Financial Gain

A number of years ago a very wealthy man told me, "It is just as easy to make 1,000 dollars as it is to make 10 dollars." At that time I didn't believe him. I still don't. I believe it is often much easier to earn $1,000 than $10.

That is, when you use your magic power to persuade and command people.

The purpose of this chapter is to show you how you can turn your power over people into additional income and toward career advancement.

The more you master the art of persuading people, the more money you will earn. Nothing is more clearly evident than that. And nothing should excite you quite so much as to realize that your command over people can be turned into command over financial fortune.

I once heard a talk delivered by a prominent banking official before a group of factory employees. The employees had gathered together at lunch time to learn more about the art of earning and investing money. The title of that talk was People Are Money. If you are interested in financial advancement, that title should be memorized and repeated constantly by you. The plain fact is, people are money, as we shall see in this chapter.

Stop and think for a moment. How do you win a raise in pay? You get it by persuading someone that you are worth that additional sum. How do you attract more clients to your office? By causing them to believe that you are the man who can best serve their interests. In what way do you sell more of your merchandise? By appealing to those drives and urges which motivate people to pay you their cash for your goods.

The fundamental principles for becoming wealthy are certain and they are permanent; being natural laws, they cannot be destroyed. And they persistently offer opportunity to you today. Writing on the subject of how fortunes are made, the famous financial expert Roger W. Babson makes the exciting declaration:

Though opportunities for service and success have been revolutionized, they have not lessened. They have expanded... hold fast to the old ideals—the ideals of service and reward, of patient probing for facts, of constant flexibility to changing conditions, of timely caution and courage.1

I recently ran across a pair of success stories as reported in the newspapers. They so excellently illustrate what we have been talking about that I'd like to pass them on to you.

Mr. A., a restaurateur, opened an establishment featuring Mexican foods. At first it didn't look like the dining public was much interested in his tamales and enchiladas and tacos; the cash register showed a total of only $460 for his first week of operation. But that was just the first week. Those who dropped in for his tamales soon discovered something else just as spicy. They began telling their friends about that something special. Their friends dropped in and were soon telling their friends about it.

Mr. A's restaurant presently draws in more than a half-million dollars per year. How come? In his interview with newspaper reporters, Mr. A revealed that extra spicy item: "I've developed the ability to treat people as individuals, not just as crowds of customers. For instance, it takes only a split second to drop by a table to ask my diners whether everything is all right. They nod appreciatively and tell me all is fine. That little courtesy turns diners into friends. In other words, I serve them with self-esteem as well as with food. The dinner is as good as they expect, but my personal attention is an unexpected and delightful dessert."

Mr. G., an office worker, wanted to get into business for himself. He thought it just might be possible to turn his hobby into a profitable source of income. His hobby was that of building models of covered wagons. The more he looked at those symbols of the pioneer west the more he was convinced that he could commercialize them. "How," he asked himself, "can I connect covered wagons with a basic human desire? How can I make people want to buy them?" He set his mind to searching for ways to get the covered wagons rolling into homes throughout the country.

One morning he stepped into his front yard and walked to the mailbox. As he leafed through the letters he suddenly froze. Something buzzed inside his mind. That mailbox. Funny, but it had the same general form of a covered wagon. Hmmmmm. Why, he wondered, couldn't a mailbox look like . . . like a covered wagon? That, he excitedly realized, just might be it!

1 Roger W. Babson, Business Barometers for Profits—Security—Income, Ninth Edition (New York; Harper and Brothers, 1959).

It took no more than a couple of evenings to replace his own metal mailbox with a covered wagon. It attracted instant attention and praise. The next few wagons he built were placed in the window of a local merchant who thought they had possibilities. They had. The merchant placed a hurry-up call for a second order.

That, in brief, is how Mr. G. got into a business that promises to roll along as merrily as a covered wagon. He explains his success like this: "People not only want to be somewhat different from their neighbors, but they want to display their uniqueness. Because my covered wagon is something special, it makes its purchaser someone special. That is why he buys."

If you were to study the lives of some of the famous giants of finance you would find that they knew as much about human nature as they did about their specific businesses. Philip Armour, the pioneer meat packer, was one of the first to reward employees for suggestions which broadened his business. This founder of Armour and Company had grasped the powerful secret that individual incentive is fired up by individual reward.

Constantly impress yourself with this absolute fact: Your money-making capacities will rise rapidly as you master the principles for commanding people. In my lectures I illustrate this truth by asking the audience to remember the progress of a doubled penny. If you take a single penny and double it each day for 30 days, here is what would happen: At the end of two days you would have, of course, 2 cents; on the third day it would double to 4 cents. Ten days of doubling would give you $5.12; at 15 days you would have $163.84. At 20 days the amount would swell to $5,242.88. At the end of 30 days you would have the magnificent total of $5,368,709.12.

This interesting illustration will help you to remember that as you multiply your skill in handling people, your financial fortunes zoom upward spectacularly.

How to Get Others to Earn Money for You

Half the time that a man thinks he is having business problems he isn't. Not really. He just thinks so. What he is really having is a people problem. By this I mean that he may be:

Failing to call on the right people.

Not offering enough of value to others. Associating with the wrong people.

Not going directly after what he wants. Not contacting enough people.
Failing to draw full benefit from others. Having negative attitudes toward people. Not handling people skillfully.
 
Let that man look beneath the surface of things and he may discover that his real problem lies in his faulty human relations. But because he doesn't realize that this is the case he wrongly concludes that his financial weakness is due to poor business conditions or to stiff competition. (Incidentally, both poor business and competition can be rubbed out of existence by the determined man who flatly refuses to accept them as necessary blocks. It is a man's mental acceptance of poverty and limitation that makes them appear. Refusal is the magic that causes them to disappear.)

After all, the basic principles of commercial enterprise are familiar to everyone. They are so clearly defined that they offer no problem. All of us know that a profit is earned by buying for $1 and selling for $1.50. It is hardly a secret that you will have more money left over for yourself by eliminating waste and inefficiency in your business practices. You and I are well aware that it pays to advertise. These principles are perfectly clear.

No, it is usually not a violation of the laws of finance that keep a man down. It is almost always a violation of one or more of the laws governing human relations.

What can be done about it?

You can employ the Three Plan.

You can expect financial miracles to come your way once you do.

What is the Three Plan?

Very simple. You make it your clear-cut goal to contact a minimum of three people who can contribute in one way or another to your financial enrichment. What you are going to do is to get others to help you make more money. Here are 10 ways to track down your treasures:

1. Set a goal of winning three entirely new customers or clients within a challenging period of time.

2. Study and employ the techniques of three people who have a knack for making money.

3. Ask three experts in your business for suggestions which will promote your prosperity.
4. Select three so-called difficult customers or clients and use your new skills in human relations to sell more of your goods or services.

5. Read three books by authoritative experts which will promote some phase of your business, such as salesmanship or the investment of spare cash.

6. Contact three people who might assist you in gaining a position superior to your present one.

7. Observe the personalities of three people who consistently turn their acts and attitudes into cash.

8. Spend less time with three clients who demand more attention than they are really entitled to.

9. Contact three no-longer-active accounts and work skillfully at reviving them.

10. Select three people and make it your sole business to arouse in them an enthusiasm for your goods or services.

David G. ran a variety store on the boulevard. One day in checking over his stock of merchandise he found himself with 300 hand mirrors on his hands. His choice for action fell on point 3: Ask three experts in your business for suggestions which will promote your prosperity.

Among the salesmen who called upon David was a man who magnificiently lived up to his title of salesman. He was a live-wire student of human nature who made his study pay personal profit. Deciding to make use of all that valuable knowledge, David came right to the point: "My shelves are stocked with 300 hand-mirrors. How can I sell them?"

"Find some way to connect them with a basic human emotion," the salesman advised. "Don't try to sell the mirrors as mirrors alone. Tie them in with some psychological satisfaction; add something personal. Sell fulfillment of a human need."

David pondered the advice. How could he connect a personal human need with an impersonal piece of glass? How could he get shoppers to see pleasures in his mirrors as well as their reflections? Those were the interesting questions he tackled.

"Well," he finally told himself, "everyone likes to feel lucky. Can that pleasurable desire be connected with my mirrors? It's certainly worth an experiment."
Four-leaf clovers he knew, were symbols of good luck. So searching around the store he found a stock of paper ones. He pasted one of the green clovers at the top of a mirror. It looked lucky. He fixed up 50 of the good luck mirrors and displayed them in the main window. In their midst stood a large sign which shouted LUCKY YOU!

David scored a hit. All because everyone does want to feel that good fortune is coming his way. It became fashionable for the young folks of the community to carry around good luck mirrors. Every time they looked at themselves they felt freshly fortunate.

That is one example of how you can employ the Three Plan to finance yourself with human nature.

Let's look into the pages of history for an interesting example of point 6: Contact three people who might assist you in gaining a position superior to your present one.

The art of photography was a vigorous infant during the early days of the Civil War. It was a familiar enough profession at that time but there was still ample opportunity for some energetic pioneer to withdraw fame and fortune from his magic box. One of them did.

That alert pioneer was Mathew Brady. He had the photography equipment. He had the skill. Most importantly, he had the initiative.

When war broke out between the states, Brady decided to pursue his profession with as much official backing as possible. No small-minded man, this Mathew Brady. He contacted the most important person in the nation, President Abraham Lincoln. He presented his program to the President with a simple and straightforward request: "I want," Brady's appeal might be summed up, "to adventure with my camera into an historical world—the battlefield."

Lincoln discussed the request with Alan Pinkerton, chief of the United States Secret Service. Brady's persuasiveness prevailed. The President and Pinkerton agreed that he should proceed.

Brady faithfully followed the armies during those years of furious fighting and muddy marching. He shot scenes that today are classics of photography.

Because Mathew Brady sought help from someone who was able to promote him, he won the fame that his initiative deserved. Oh, yes, it was financially profitable, also: The United States government purchased some of his pictures for $25,000.
Get yourself into action with a Three Plan of your own. It cannot fail, in the long run or the short, to yield surprisingly rich results. For one thing, it throws the law of averages on your side. Contact enough people and you are bound to score a good percentage of hits. Also, you will find an automatic strengthening of your self-confidence, and that in itself is worth money.

Your Personality and Your $$$

There is excellent reason why the chapter on the enrichment of your personality is placed before this one on financial advancement. Your personality is worth money, and lots of it.

What would you think of a man who started life with no special advantages but who built a career sparkling with the following achievements?

The creator of several financial fortunes.

A friend and advisor to the King of England. A diplomat of skill and power.

A masterful persuader of people.

A charmer of men and women alike.

A pioneer agent in the British Secret Service.

The author of a book which has been a best seller for hundreds of years.

You would probably think that this man's successes were due to his determined and energetic personality.

You would be right.

The name of this bright personality was Daniel Defoe. You probably recognize him as the author of that favorite classic Robinson Crusoe.

His achievements are listed to spotlight the fact that your personality has everything to do with anything you do—including your constant customs for collecting comforting cash.

The author of Investments for Professional People points out:

Regardless of the profession a man has selected or whether he has chosen to pursue it independently or within an organization, a large measure of his ultimate success will depend upon his personality . . . The man who has learned to appraise his fellow citizens and evince a genuine interest in them will not fail in his chosen profession . . . Their possession will pay rich dividends throughout the years, both in tangible financial rewards and in such valuable intangible benefits as friendship and esteem.2

Not long ago I was in the office of an attorney to discuss some legal papers connected with a real estate transaction. That lawyer apparently had everything it took to build a prosperous career. He had the education and a good mind to go with it. His office was modern and impressive. He also had an intense desire to win a name for himself. He had just about everything—except the most essential element of all. Knowing that I wrote and lectured on personal problems, he asked, "What is the matter with me? Why don't I attract more clients?"

"Because," I told him, "they don't believe that you can help them."

"What do you mean? I'm a qualified lawyer. I have my degrees. I'm efficient. I win cases."

"If you don't mind me saying so, you didn't win me when I came in here."

"Oh? Tell me why not. I can take it."

"Well, look. I came in here needing your forthright guidance. I expected you to take instant command, to act in a positive, authoritative manner, to appear to know exactly what to do. Instead . ."

"You mean my personality lacks a show of strength?"

"I wanted you to assure me that you knew your business. I failed to get that assurance."

"How did I fail to come through?"

"In little things. Instead of giving me your alert attention, your eyes wandered worriedly over some papers on your desk. You didn't show an aggressive interest by asking vital questions. You seemed generally hesitant."

'In other words, my personality was too negative."

2 Robert U. Cooper, M.D., Investments for Professional People, Rev. Ed. (New York: The Macmillan Company, 1959). Reprinted by permission of the publisher.
"Your awareness of your lack is a long step in itself toward correction. You may be an expert when it comes to handling my business, but í don't know that. You have to sell me on yourself. You are in charge of operations around here. Take charge. I guarantee your flourishing fortunes."

Want to build a money-making personality the easy way? Then remember, "Responsibility walks hand in hand with capacity and power." (J. G. Holland)

At one time I needed someone to do some rapid editorial work on a manuscript that was due at the publisher very shortly. I offered the task to three different men. Two of them thought they could do the work, they hoped I would be pleased with results, and wondered if I could extend them additional time should it become necessary.

The third man set the manuscript under his arm, strode to the door, turned and told me, "Mr. Howard, I know that you want fast and accurate work on this. It will be done. You can rest your mind about it. I'll take total charge for doing things up right. The manuscript will be back in your hands within three days. Good-bye." With a friendly wave he briskly turned and left.

There was a responsible man. He took charge. Right now. He also had that valuable ability to put himself into the other man's shoes. He not only knew what I wanted from him but had the astuteness to reassure me on the outcome of the work. His positive manner rested my mind completely. I knew I could depend upon him. That man easily influenced me into wanting to do more business with him. I haven't the slightest doubt but that he has long since advanced to a position of power in the business world. With a forthright willingness like that, no man could possibly fall short of his aims.

Here is one way to achieve maximum effectiveness: Always assume that your personality is not glowing as brightly as it might. This is really a positive attitude, not a negative one, for it tends to prod you upward and above your present level.

An acquaintance of mine is one of the most masterful after-dinner speakers in his city. His audiences demand him back time after time. He got to that popular position by asking himself, at the end of each talk, just how he could have sharpened things. Bit by bit his shortcomings as a speaker dropped away, to be replaced by wit and a convincing manner. That man has earned the right to be proud of himself and his speeches.

In a class I once conducted we used to ask the students to write down a single goal which they wanted to achieve. They were next asked to list three definite courses of action which, when taken, would help make the goal a reality. Finally, they were asked to write down either yes or no in answer to whether or not they were willing to take personal responsibility for carrying out those three actions. Those who answered yes—as did almost all—achieved their aims with far less difficulty than they had thought possible.

What is a good definition of self-responsibility? Here is a very simple one which serves excellently: It is the courageous willingness to personally take hold of a situation and do what has to be done with it.

Let's illustrate one way in which this power can help you win others over to your side of the fence: Many people find it almost torturous to make up their minds. Even such little things as which dress to wear or what supper to prepare plunges them into inner conflict. Also, they don't want to take the consequences of a wrong decision. Therefore, if you can assure them that you will stand responsible for the results of their decision they will be far more inclined to go along with you. Business firms know the value of this device; that is why they offer money-back guarantees.

If you reply to this, "Yes, but maybe I don't want to take the responsibility," then I say that you should not be trying to persuade the particular person involved in it. We must extend a certain measure of responsibility toward anyone whom we are trying to influence. Willingness to do so indicates personal strength, and without that quality we won't be very persuasive anyway.

Answer with an unconditional yes to additional responsibility. That is how you can turn your personality into a cash income.

Scientific Systems for Financial Gain

Some unwise people permit others to creat financial problems for them. You can be wiser than that. Use the following ideas for permitting others not only to solve your problems but to contribute to your positive enrichment. These ideas are called scientific because that is what they are. Each is based on tested and proven principles governing human nature as it relates to money-making.

1. A PROFITABLE SUGGESTION

The power of the simple suggestion was illustrated to me recently while chatting with a chief of police.

"Notice," he remarked, "what happens when you are waiting in your car at a red traffic signal. If you edge your car forward a few inches, the man in the next car will quite likely do likewise. Your inching forward suggests to him that he had better follow your lead in getting ready to go."

Whatever your business or profession may be, the simple power of suggestion plays its profitable role every day. Your advertisement is a suggestion that people should buy your goods or engage your services. Your efficiency at your office desk or in the factory is a type of suggestion that you are worth your wages and maybe even more.

The point is, make full use of your power of positive suggestion. It is as subtle as it is effective. Find as many ways as you can to suggest to the other man that he needs whatever you have to offer. Also suggest that he will be delighted with it.

Remember, people want you to convince them of their reward. They always welcome any suggestion that promises personal progress.

2. BE ALERT TO ADVERTISING METHODS

A salesman was seated before his television set enjoying an evening of relaxation. As a commercial message came on he found himself listening with alert curiosity. There was something about the appeal that made him want to pay attention. Thinking he might be on the edge of a valuable technique which could be applied to his own sales-program, he studied the message. It was based, he saw, on the human desire to save something, to avoid unnecessary time and trouble.

His discovery delighted him, for it was one that could easily be applied to his own business. He decided that from that day forward he would strengthen his persuasions by showing customers how his products could save them time, money, effort, energy, distress, disappointment, and so forth.

Make it your habit to study commercial advertising. Select helpful techniques and transfer them to your own program. Notice how these expertly prepared messages appeal to and satisfy basic human needs. That is why they are just right for your own money-making ventures.

3. MAINTAIN YOUR SELF-VALUE

The German philosopher Friedrich von Schiller once declared, "Every man stamps his value on himself." Now then, it is a well-established psychological principle that people will value you at just about the same level as you value yourself. If you want to influence others favorably, price yourself and your services at a reasonably high level. People prefer to associate with quality. They admire the man who maintains his integrity. They are attracted to the personality who calmly affirms his own self-worth.

Some people tend to give themselves away too cheaply. They do this in the hope of attracting gratitude and appreciation, but it actually produces the opposite effect. It is a fact about human nature that a man appreciates something in proportion to his payment for it.

As an example of this, a friend of mine used to give free talks and lectures. Although he was a lively speaker, he never received more than the usual polite thanks for his efforts. Finally deciding that his time had a commercial value, he set a reasonable fee for his platform appearances. Now he not only receives his fee, but finds his audiences much more appreciative.

Summary: Value yourself highly. Others will do likewise.

Summary of Your Money-Making Methods

1. The art of persuading people guarantees your rich financial future. Become an artist.

2. Remember that all your money-making ventures involve other people. The secret of success is to involve yourself in a way that persuades them to follow you.

3. Any correction you make in your human relations cannot fail to return a sizeable profit to you, both financially and in personal happiness.

4. Employ the Three Plan. Use the listed ten ways, also, write down and work out those that apply to your specific needs.

5. Remember that your personality is always worth $$$$. Blend the ideas of Chapter 11 with this chapter. The combination is power-packed.

6. A strong and confident personality makes a major contribution to business achievement. Everyone wants to do business with the man who is sure of himself.

7. One of the most attractive of all personality traits is that of self-responsibility. The more you have of that admirable trait, the more you attract favorable attention from those who can advance you.

8. Experiment with the simple power of suggestion. It is a subtle force that works more often than realized.

9. Maintain a sense of self-worth. Others will value you accordingly.

10. The way to wealth-through-people is certain, permanent, and honorable. All it takes is your persistent exploration.

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