The Big Idea(s): Be genuinely interested in other people; show that interest in them by making them feel important; appeal to their higher nature; go about your business with a focus on helping other people get what they want and you’ll have a better shot at earning what you want.

This book is increasingly an important book for sales professionals to read. You’ve heard it said, “the message is as relevant today as it was when the book was written.” That’s not true here. It’s more relevant.

The reality is, we all know our customers and prospects are far better educated about their options today than ever before. They can go with you, or the other “local guy”, or one of the big, nationwide providers of whatever you sell, or the one that advertises all the time…or they can roll the dice with the guy in Montana who built a great website, has killer pricing, and is having all of his product drop-shipped from the manufacturer the next day. Who is it going to be?

It should be you, with your people-skills-first attitude. It should be you, who makes that individual buyer feel important every time you talk with her. It should be you, because you know how to leave people better off than you found them. It should be you, who knows the biggest differentiator a salesperson can offer is himself.

Quick Take on the First 25 Pages

On the heels of re-reading QBQ, I love that Dale Carnegie, back in 1936, was writing not only about how to get along with people, but about personal accountability as well. He spend the bulk of the first seven to eight pages telling stories to remind us that we’re quick to find fault with others, but slow to see errors in ourselves.

Then, the backbone of this most powerful of how-to books hits home on page 13:

When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.

Any fool can criticize, condemn and complain — and most fools do. But it takes character and self-control to be understanding and forgiving.”

Reading that quote, it’s easy to see why, when striving to influence and persuade others, our focus should be on them, not us. They’re caught up in what’s going on with them, their problems, their ills, their boss, their sick child at home.

One final takeaway from the first 25 pages: “The only way I can get you to do anything is by giving you what you want.” This is so very well-worded, it’s crazy. It’s not, “…by giving you what I think you want,” and it’s not, “…by giving you what most people like you want…”, and it’s not, “by giving you what companies like yours want…”

In my mind, this is a book that should be required reading and study for teenagers and college students. Before we cram every last factoid in the realms of geology, biology, physiology, even anatomy and history, we should teach our children principles-based people skills. If it’s been awhile since you’ve read it, take it up this week, it’s a great companion.

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