Enthusiasm is the lever that moves a sale

Archimedes said, “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” Enthusiasm is the lever that moves a sale.

“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." - Archimedes

“How One Idea Multiplied My Income“, the first chapter of Frank Bettger’s “How I Raised Myself from Failure to Success in Selling”, is dedicated to enthusiasm. Dale Carnegie closed with, “I urge you to reread many times this chapter and to make a high and holy resolve that you will double the amount of enthusiasm that you have been putting into your work and life.”

High-energy, optimistic excitement powers enthusiasm. The fulcrum, the object you leverage against, is your impassioned conviction expressing a deliverable promise of improvement to the quality of your customers’ business and personal lives that overshadows the cost. Your attitude is what makes this believable, because if you don’t convey your belief in what you are selling, why will anyone else?

For twenty years, I sold CNC machine tools; large green, blue, and gray obscure, seemingly mundane metal working machines, used for manufacturing aircraft, medical equipment, and a myriad of metal products. To me, they are sexy and gorgeous Ferraris and Lamborghinis that transform factories into Formula 1™ raceways.

Ferrari Formula 1

SNK HF CNC Bridge CenterMy customers didn’t call their equipment sexy and gorgeous, but it was how they felt and thought. My enthusiastic, colorful descriptions infected them, and the superlatives caught on. My love, affection, and excitement, bridged our relationship. My passion told them I understood that bringing in the right equipment did more than increase production. That it transforms the image of the workplace and inspires pride and respect in their employees and customers.

In 1974, One of my print ad clients developed a hot line of umbrellas with vogue women imprinted on panels, which he asked me to test sell. Printing pictures on fabric was cutting edge technology back then, and the coming rage that is still a staple of fashion. I walked into a NY boutique with one dozen in a golf bag and made an appointment with the manager to present at closing time. My enthusiastic pitch colored with the newest technology, impassable quality, uniqueness, and exclusivity was the lever that sold them.  The visual impact of my patient unveiling of each umbrella that completely covered the floor of the shop with, gorgeous accessories was the fulcrum that leveraged the close.

The late Billy Mays was an over the top pitchman. But that is what made believable that Oxi Clean, “powered by the air you breathe and activated by the water you and I drink, had the power of bleach, yet was safer without weakening the fibers.” Loved radio announcer, the late Paul Harvey could never have sold Oxi Clean. I’m not saying you should emulate Billy Mays, but he is an iconic example of the power of ‘superlative enthusiasm’.

Enthusiasm became my natural state. One president to whom I reported, accused me of having more enthusiasm than any ten people he knew. Throughout my career I was asked, how I did do it and where did it come from. Every day begins with my thanks for another day of life, the conviction that this is going to be the best day of my life, and that my glass isn’t half-full, because it’s overflowing. Every sales opportunity is approached with the same thanks and optimistic enthusiastic attitude.

Enthusiasm is impassioned conviction with superlative description and visual demonstration that instills excitement about your offering’s life-changing solutions to your customers’ secret desires.  Enthusiasm is one idea that will do more than multiply your income. Enthusiasm will improve your entire life and infect everyone around you in a way that improves their lives too.