1. business and industrial

All In Selling
Sell Your Way to Fame & Fortune
with
Subliminal Intercourse
Charles Henderson PhD
www.allinselling.com
The author, failing at sales, discovered and learned to make
persuasive subliminal intercourse (PSI) work for him. He then went on
to break national sales records.
PSI control is the secret that allows mediocre CEOs to make millions,
unskilled politicians to get re-elected over and over, and untalented
people to win fame and fortune. If it can do that for people of limited
talent and merit, imagine what it can do for you.
All in Selling tells you everything you need to know to make your
subliminal intercourse persuasive. You don't have to change your
personality or con anyone. Just do some mental exercises. You can do
most of them in bed. The rest can be done at your desk.
Copyright © 2015 Charles E. “Chuck” Henderson PhD
All rights reserved. No part of this book may be reproduced in any
manner whatsoever, or stored in any information storage system,
without the prior written consent of the publisher or the author, except in
the case of brief quotations with proper reference, embodied in critical
articles and reviews.
Cover and interior design: Copyright © 2015 Charles E. Henderson. All
rights reserved.
Images and artwork: Copyright © 2015 Charles E. Henderson. All rights
reserved.
All quotations remain the intellectual property of their respective
originators. All use of quotations is done under the fair use copyright
principle.
Disclaimer: This publication is sold with the understanding that the
author is not engaged in rendering psychological, medical, or other
professional services. If expert assistance or counseling is needed, the
services of a competent professional should be sought.
www.allinselling.com
Table of Contents
All In Selling
Chapter 1: The Secret Force in Every Sale
Chapter 2: The Number One Reason Sales are Lost
Chapter 3 Open Your Mind and Close the Sale
Chapter 4 Subconscious Dynamics
Chapter 5 Markers, Pheromones, and Sign Reading
Chapter 6 Subconscious Interrogation
Chapter 7 Remove Income Limits
Chapter 8 Get Your Sell On
Chapter 9 The Silent Whisper
Chapter 10 21-Day PSI Conditioning Plan
About the Author
1
The Secret Force in
Every Sale
A
professional gambler named Perry taught me my
first lessons in selling when I was ten years old. I
was the shoe shine boy in a one-chair barber shop in a
one-horse town in the Oklahoma Panhandle. Those
lessons from Perry started me on a course that would
eventually lead me to discover a profound secret about
persuasion that in turn led me to set national sales
records in three different areas of sales. My records in
two of those areas are still unbroken.
More about Perry’s lessons later. For now let’s skip
forward a few decades to a time when I had retired from
sales and my glory days of breaking sales records and big
time earnings were behind me. I had, at the time to which
we are fast forwarding, finally achieved my life-long
aspirations and become a college professor and research
scientist.
One Saturday I was presenting a public seminar in
Denver, Colorado. It was one of the non-academic,
almost-pro bono affairs I conducted regularly for adult
townies in the auditorium of the Museum of Natural
History in City Park. The topics were always related to
mental health or personal development of one sort or
another. This particular Saturday’s topic happened to be
on how to improve yourself and your life with selfhypnosis.
One of the attendees was a guy named Russ. At the
end of the seminar he came up to the front of the
auditorium to talk to me. I learned that he had just turned
50, his business had gone into bankruptcy, his wife had
left him, and he could not find a job. He was
understandably concerned about his current and future
welfare and was desperately searching for something to
turn his life around. He had come to the seminar that day
looking for solutions.
I could identify with Russ. Been there, done that, as
the saying goes. He reminded me of myself when I was
desperately down and out. Except in my case it had been
at a much younger age. The fact is, I was in dire straights
much of my young adult life. It didn't have to be that
way. I could have sold out, settled for a boring, mundane
nine-to-five job, and spent the rest of my life in quiet
desperation, too busy working for a meager salary to ever
make any real money.
That, however, did not fit into my rather grandiose
and totally unrealistic plan, which was to go to college,
get my doctorate, and be a scientist and college
professor. To say that that was an unrealistic goal for a
kid like me is an understatement, to say the least.
First of all, my family was poor and had absolutely
no way to help me pay for all that education. In addition,
there were no role models in my family to show me how
an educated guy should look and act. Most of my
relatives had not even finished high school or graduated
from college with any kind of degree, much less an
advanced degree like a doctorate.
Aside: Come to think of it, I don’t believe there was
anyone in my little home town (population less than
a thousand) who had a doctorate. At least no one I
knew of. Back then even a bachelors degree was
somewhat rare and enough to earn its holder the
sobriquet of Smarty Pants, a/k/a Too Good Fer ’is
Own Kind. This is important because studies have
shown that having no visible role model for what
you want to become makes it much harder to get
there. Keep this in mind when it comes to your own
goals. Fortunately I will show you how to overcome
that, as I did.
So it was going to take money, money I would have
to earn myself, to achieve my goals. The solution to this
problem came from something my dad said to me when I
was about eight years old.
“Son,” he had said to me, “go be a salesman.
Salesmen name their own hours and really rake in the
dough.”
Perfect! If I could “name my own hours” I could
work around an academic schedule. At that time I did not
know why my hours would need names but I was
confident it meant I could set my own work schedule.
And I sure got the part about raking in the dough.
That would give me the flexibility I would need to be
in school and pay my way. (Luckily for me this was
before the advent of the debt penury that students today
have to go into to make it through college.)
Sales it would be, then. I would be a salesman to pay
my way through college and become a scientist and
professor. Life was going to be just grand!
Later, after I had graduated from high school and
was ready to implement my plan, a problem arose. It
seemed I didn’t have what it took to be a salesman. I
tried several areas of selling but no matter what it was I
was trying to sell, and no matter how hard I tried to learn
how to do it, I just was not much good at it. And that is
how I had become so down and out in my early years.
Down and out and stuck! I was too stubborn and had
too much false pride to give up, even though I was just
barely making a living as a poor excuse of a salesman.
Then one night I had a strange dream that involved
horses. (I will tell you more about this important dream
later.) This dream led me to an insight which was the
beginning of a complete turn-around for me.
Following that dream I began a personal transition
that made me a better salesman. Slowly but gradually I
moved up the sales skill hierarchy. With continued
improvement in my sales ability I reached a point at
which things were going pretty well for me. I decided to
delay going to college for awhile so I could catch up with
all the income I had not made. My intentions were good
but I just could not help myself. That delay turned into
several years. Making a lot of money will do that to you.
But eventually I did quit selling, got my education,
and became a scientist and college professor. I also
discovered I loved doing scientific research so I spent a
lot of time investigating the methods I had used (and had
only poorly understood) to become such a successful
salesman.
The methods I developed for myself worked
magnificently! (They were based on the insight from my
dream about horses.) But for the most part they only
worked for me. It was not until much later – after I had
become a doctor and researched the methods that had
worked so well for me – that I was able to adequately
teach anyone else how to do it. I had a basic idea of what
was working for me, but not enough understanding of the
fundamental dynamics to be able to teach it to anyone
else.
When I changed my career from sales to academic
and clinical work I was able to approach the question
scientifically. My research cleared up much of the
mystery. It allowed me to gain a much better handle on
the mechanics of what had worked so well for me in
sales.
That brings us back to the Saturday seminar when I
first met Russ. At that time I had been compiling all my
relevant research papers with a view to writing a manual
on how to do what I now call All In Selling. I had a rough
manuscript which, although it was a mess by publication
standards, it had a lot of information in it. By this time I
had been conducting my sales-related research for years
with the help of literally thousands of research subjects
composed of students and adult volunteers from the
surrounding community.
There were lots of success stories of students and
research volunteers – young and old from all walks of
life – who had been able to prosper using my methods.
But those people had had access to me in class, in a lab,
or at the clinic. Would it be possible for someone like
Russ to do it on his own, without me looking over his
shoulder all the way? I figured it was time to find out.
I offered Russ a copy of my rough draft with the
clear understanding that although he could call me
occasionally if he needed to, he would have to do it
mostly himself.
Like I said, this was a bit of a gamble, despite all
those great success stories of people who had taken part
in my research. Their successes were not just from sales
but from all kinds of different areas of application. But
they had always been either college students of mine or
volunteers in my research, people who could contact me
anytime and to whom I could provide input and
correctional guidance when needed. Russ would not have
that. He would for the most part have to find his own way
with the instructions and information in my still-rough
draft of a manuscript.
My biggest concern was that he would somehow end
up worse off, if for no other reason than that he would
have wasted his time and got his hopes up only to be let
down. He had already had enough bad breaks without my
giving him an experience like that. I knew in reality I
was really the one at risk. If Russ could not work it out
on his own, I would have no choice but to “take him on”
in order to get him on track.
It turned out that my concern was for naught. To my
surprise and delight Russ took to my methods like a duck
takes to water, as they say. Within six months he had
started a catering business on a shoestring and was
already doing well. His business continued to grow and
prosper and within a few years he had enlarged his
operations into several neighboring states and was
becoming quite wealthy. Every year on the anniversary
of that seminar he calls or sends me a note to thank me.
Let’s back up a moment and address a question that
might have occurred to you. Why, once I had become
such a successful salesman making all that money, did I
give it up and go into something entirely different?
That is a legitimate question and you may already
know the answer. Sometimes a dream is more important
than money. From the outset my dream was to become a
doctor. I put it off a long time, having fun and making a
lot of money. But once the challenge was gone, and it
was not that much fun anymore, I knew it was time to get
on with my original plan.
And the challenge definitely was gone. There are
probably very few activities in life that do not become
boring if they are repeated often enough and long
enough. Even though I had a phenomenally high closing
rate, and it didn’t seem to make much difference what I
said or did (within reason, of course), every day came to
look like every other day.
Don't get me wrong. I never stopped appreciating
how well things were going for me. But they were the
same things, day after day. Most of the time it seemed
that prospects were determined to buy something from
me. I often suspected that it would not have made much
difference what I was selling, they would buy it. When I
“had my sell on,” as I used to say, it was as if I could do
no wrong.
Here is an example from when I was first beginning
to get my sell on. One snowy day in Alexandria, Virginia,
I knocked on a door cold turkey. A woman answered and
within a couple of minutes I was inside the door,
standing in the hallway talking to her about the pre-need
cemetery lots I was selling. Her husband appeared at the
head of the stairs. He had obviously been listening and
said they didn’t want any “graves” (his word). I don’t
remember exactly what I said to him but he came down
the stairs and about 20 minutes later I walked out with a
sale. It had been made while we stood in the hallway at
the bottom of the stairs by the front door. We had never
sat down. A presentation that would normally have taken
one to two hours was closed in 20 minutes. And that
included about five minutes that it took the guy to find
his checkbook to give me a deposit on the sale.
That sounds pretty exciting to most people in sales.
But the fact is, anything, if it happens over and over,
becomes boring and monotonous. It eventually reached a
point for me where every day was an endless succession
of presentations which usually resulted in a sale. Or sales
(plural). To make even more money, and spice things up
at least for a little while until the new wore off, I worked
on methods for getting multiple prospects at a
presentation. But it was still the same old same-ol’.
Some people never seem to get over it, but for me
greed became the rot that was ruining my life. It was
greed that kept me from having any kind of life that
involved anything but money. Take a day off? No way!
Too expensive in terms of lost commission. Vacation?
Same answer. Give the money to charitable causes? I did
that, plenty. But that in itself was not satisfying enough
to make much of a difference. No matter how profitable,
my daily routines were boring and mundane. Life was
passing me by.
Please put yourself in my shoes (English hand made
at the time) and answer this question: If you had all the
money you figured you would ever reasonably need, and
you knew that if you needed money in the future you
could go out any time and make a lot of it fast, what
would you do with the rest of your life?
Over the years I have talked to a lot of people in
diverse areas of endeavor and it has almost always been
the case that people whose primary or even only reward
was money inevitably wanted to be doing something else.
We all hanker for a meaningful existence and that
usually means doing something for others. The “others”
can be people or animals, future or present, but there is
almost always that desire for socially shared meaning in
ones life. My wife once had a favorite tee shirt that
summed up her philosophy of life. Printed on it was,
“The meaning of life is a life of meaning.” I concur.
Most people can meet their satisfying-life
requirements with their families and by perhaps spending
spare time on religious or charitable work. If that is the
way you want to do it there is nothing wrong with that.
A longtime friend of mine when he was alive was
Floyd Sack. Floyd was an ordained Christian minister, a
popular member of the Colorado House of
Representatives re-elected many times, and a cookware
salesman. He was the one who convinced me to change
from selling cemetery lots to selling waterless cookware.
It was amazing the way Floyd could switch hats,
which he inevitably did several times a day. He usually
had a six or seven a.m. breakfast meeting for something
political, would do legislative and church related things
during the day, and when he needed cash go out in the
evening and sell some cookware. And still have time to
preach on Sundays and conduct weddings and funerals
during the week.
Floyd’s passions were his family, his church, and
politics. He could flip back and forth from one area to the
next in the blink of an eye without breaking a sweat.
(Sorry for the mixed metaphor.) Here is the way one
particularly memorable day went: We drove up very
early in the morning to Arapahoe Basin and spent an hour
skiing. Later that morning Floyd conducted a funeral at
his church then headed in to the capitol for a vote on his
bill to allow a right turn on red (it passed). That evening
he and I got back together and we went out and sold some
pots and pans together.
That is the way I thought I would do it. I would be
like Floyd – attend classes and study and go out and sell
something in between. Turned out, though, I was not
wired the same way as Floyd. I discovered I could not be
both a salesman and a student at the same time. I had to
do one or the other, not both. So after almost two decades
in selling I chose to quit and go whole hog on the
academic-clinical thing.
By the way, please don’t think I have written this
book just for money or attention. I don’t have any
follow-up training courses to sell you and I do not give
motivational talks. I am not interested in consulting,
training or making speeches. It will be fine with me if I
never give another national association keynote speech,
address another sales convention, or try to train an unruly
bunch of salespeople most of whom are in sales for the
simple reason that it is an easy-entry area.
So, same question: Why? None of us has completely
constructed our world. It is arrogance to fully claim
anything as uniquely ones own, so let’s just say I am
passing on what was never totally mine to begin with. It
has been my privilege to have these methods, to make
use of them, and to be able to launch myself into careermaking research and have the time of my life
investigating these concepts. Now it is your turn to see
what you can do with them.
So how did you answer the question I posed earlier?
What’s your passion? I hope it is not to just sell more
stuff to people who already have more than they need. If
your honest answer is that you could never have enough
money, that you would just keep going for more and
more, then you may not be ready for what is on offer
here.
T
hese methods begin at a point beyond ordinary
sales training. You will not learn the basics of
selling here. Basics are important but they are not likely
to get you beyond mere efficiency. That is, they can turn
you into an efficient order taker but not much more. On
the other hand there are times when being a good order
taker is enough. It all depends on what you want.
I learned that the hard way when I was ten years old
doing that shoe-shine thing I mentioned in the first
paragraph of this chapter. Here’s how that came about
and how it is relevant to All In Selling.
In Gus’s barber shop in my home town there was a
massive old shoeshine chair in the corner that no one
ever used. I asked Gus about. He told me no one had ever
been able to really make a go of it but I was welcome to
try if I wanted to. He would provide the supplies and I
would keep the shop clean and take care of the towels as
my “rent.” I was to be there every day after school and
all day on Saturdays. It sounded like a very good deal to
me.
And so I began, without instruction or any real idea
of what I was doing.
This was in the Oklahoma Panhandle. Very few of
the farmers and cowboys coming in for a haircut asked
for a shine. For one thing it was strictly a matter of faith
that there actually were boots or shoes under all that mud
and manure. During my first week I doubt that I shined
more than two or three pairs of shoes and, no more than I
knew about it, that was probably a blessing. I just sat
around most of the time waiting for someone to say he
wanted a shine.
The barber shop was directly across the street from
the town’s only hotel, a perennially derelict and
frequently closed establishment that, like the rest of the
town, had seen better days. At this particular time the
hotel had been recently re-opened by a hunch-backed
professional gambler named Perry. I never knew if that
was his first or last name. Maybe it was his only name.
Perry was a disreputable, godless, whited sepulcher,
according to the received wisdom of the more
knowledgeable grownup townspeople. He was also a
slender, dapper guy whose shoes were always, I now
noticed, beautifully shined.
Perry’s dour and forbidding countenance probably
worked well for him at the poker table, but it did nothing
to encourage this young boy to bother him with silly
questions about things like how he got his shoes so shiny.
But I sure wanted to know. It became an obsession
with me. I was certain my shoeshine business would
blossom if I could just get a pair of shoes to look like his.
I had to know how to do it. There was no doubt in my
mind that my entire future, the rest of my life – maybe
even the future of Western civilization – depended upon
my possessing the secret to Perry’s shoeshine.
Desperation finally won out over fear. One day,
sometime in the second or third week of my growing
humiliation as a failed shoeshine boy, I screwed up my
courage and asked him how he got his shoes to shine like
that.
Much to my surprise, Perry acted like he had been
hoping I would ask.
That proved to be one of those pivotal points in my
life. It turned out that Perry had been a shoeshine boy
when he was a kid. “I know the ropes, kid,” he said, “and
I’m gonna teach ’em to you.” Until that day I hadn’t even
known there were any ropes. Now I was going to learn all
about them. I was excited.
Perry taught me how to get shoes to shine like his,
and to put on a show while doing it. But that was only an
infinitesimal part of what I learned from Perry. After all,
any smart Alec punk could shine a pair of shoes.
Smart Alec punk. I can still vividly see and hear
Perry with his hooked nose and harsh voice talking about
smart Alec punks and how I’d better not turn out to be
one. “Henderson,” he would growl at me, “you’d better
not turn out to be one of those goddamned smart Alec
punks.” I frankly did not have any idea what a smart Alec
punk was so I did not know if I was one or not. I laid
awake nights worrying about it.
Perry taught me to pitch everyone. This was very
important. Never mind whether their shoes or boots
looked old or new, shined or scuffed, clean or dirty. Ask
them if they wanted a shine. If you were not busy in the
shop, go out on the sidewalk and pitch everyone walking
by. Smile and be courteous. Compliment their footwear.
“Them’s good lookin’ boots, Sir. Shine?” Ask for the
business. Say “sir” a lot.
Perry showed me that success came not from the
quality of the shine, but from the selling of it. Pitch –
what I later learned to call prospect – everyone. Put on a
show. Give a great shine. It was a package deal. “Ya
gotta go all in, boy, ya gotta go all in,” Perry would tell
me.
All in. That phrase did not have any real meaning for
me. Remember, I was only about ten years old at the
time. Years later I learned what the phrase means in
poker. You being older and wiser than I was then (I
presume), you undoubtedly know that to "go all in”
means to put everything you have into the pot, to bet
everything you’ve got.
That was really good advice, to go all in. Put
everything you’ve got into it.
Perry gave me the tools that allowed me to get my
first real taste of selling and its rewards. He taught me to
stop waiting for someone to come up and ask for a shine.
That is just the equivalent of order taking. Instead of
waiting, get proactive and sell it.
For three years, from age ten through 12, I made
what was for a kid a lot of money shining shoes. That
would never have happened if Perry had not taught me
about going all in. Come to think of it, my original
conviction that my entire future depended upon knowing
the secret of Perry's shine turned out to be sort of true.
I saved up enough money from shining shoes to
launch myself as a small town entrepreneur. I sold
fireworks in the summer and bought a couple of lawn
mowers for taking care of lawns. Instead of hustling
shines out on the sidewalk, I hustled lawn jobs going
door to door. Hired other kids to work for me. Bought my
first pickup truck when I was 14 (it was a different place,
a different time). Did some trash hauling. I did quite well
for myself.
But doing great as a kid in a small town in Oklahoma
was one thing. Transporting that success to an urban
setting was quite another. In my late teens I moved to the
city where I took a real selling job and fell flat on my
face. Through a series of sales jobs I found I was not up
to the task. I couldn’t even give stuff away, much less
sell it. Even though I read every book on selling I could
get my hands on, somehow I just didn’t get it. All my
plans were in complete disarray.
Then one night I had a dream. Not just any dream,
but what turned out for me to be The Dream. It was a
bizarre and frightening dream, although not really a
nightmare. Its frightening quality came from its portent.
The dream involved the Lipizzaner horses and trainers of
the Spanish Riding School in Austria.
You will have to take my word for the emotional
quality of the dream. No doubt you have noticed how
other people’s dreams are usually mundane and boring.
Someone excitedly tells you about a great dream they
had but all you can do is wonder what all the excitement
is about. This is because most dreams have meaning and
significance only for the dreamer. The value we put on
dreams, and sometimes what we think is a dream’s
meaning (when we can ferret it out), comes from the
dreamer. And we can’t help thinking that a dream is
symbolically important when there is emotion involved.
It seemed clear to me at the time (I would later learn
I was wrong) that this was a dream about my early
experiences with horses in Oklahoma set in a new venue,
Austria, where I had once watched Lipizzaner stallions
being trained. Lipizzaners are highly trained to respond
to the most subtle commands from their rider-trainers.
But in my dream the horses were unruly and hard to
control, worse even than the working stock horses I had
ridden while herding cattle in my youth.
The Lipizzaners in my dream were much scarier than
any horses I had ever ridden. The dream horses ignored
their trainers’ commands and did as they pleased. The
most frightening part of the dream was that they
communicated with one another in some kind of
mysterious code. It scared me to be in their presence
knowing they could not be controlled by their riders who
had to put up with whatever the horses wanted to do or
wherever they wanted to go.
I was puzzled by the emotional strength of the dream
and could not understand why it would not leave me
alone. I found myself thinking about it a lot but could not
get a handle on why it seemed so important. That is,
until one morning when I awoke with a flash of insight
about the dream and its importance. I knew what the
dream meant.
My earlier conviction that it had to do with my
earlier experiences with horses in Oklahoma was wrong.
The dream was really about the differences between the
conscious and subconscious mind. The horses
represented the subconscious mind and the trainers or
riders were consciousness. This much was not revelatory,
but the part about the subconscious minds – the horses –
communicating in unknown ways was. This was
important.
The conscious and subconscious areas of a person's
mind communicate back and forth with one another. That
was nothing new. Even the relatively illiterate clod that I
was at 20 knew that much. What was new and, to borrow
a term from above, revelatory, was that the subconscious
minds of different people communicate with one another.
This was the essence of the dream and what made it
so important to me. I thought about it. A lot! I began to
experiment with it in my selling. I did this more
intensely than anything I had ever done before.
My first inclination was to look to mental telepathy
for an explanation. As a kid I had been very interested in
psychic phenomena but I soon discarded that as an
explanation of the horses' communication. For one thing,
after decades of trying, J.B. Rhine of Duke University, as
well as other researchers, were unable to get positive
extrasensory perception results that could be duplicated
by anyone else. If, after 27 years of trying, a smart guy
like Rhine could not get any clear, unequivocal evidence
of psychic phenomena, or extra-sensory perception, I
figured it was not a subject for me to tackle. Besides,
psychic explanations like ESP just did not feel right in
relation to my dream.
How then did the horses communicate? I had
unshakable faith in the veracity of my dream. That is
how profoundly it had affected me. It meant something
serious and important, of that I was certain. But what?
There was a process or dynamic here I simply had to
discover. It was the secret of Perry's shoe shine all over
again. If subconscious minds were not in telepathic
communication, how else could they be communicating?
I eventually figured it out. Obviously. Otherwise I
would not be writing this and you would not be reading
it. I am not trying to be cagey here. It is just that a full
explanation has to come gradually, as it will throughout
the pages of this book. Any attempt at taking a shortcut
and explaining it now would be out of sequence,
distracting, and probably confusing to you. This is not
something that can be condensed into a 25 word elevator
pitch.
That dream I had about those scary horses was the
beginning of my transformation into a successful
salesman. It was also, a little more than a decade and a
half later, after I had achieved my lifelong ambition to be
a professor and a scientist, the starting point for many
years of clinical and laboratory investigation into the
dynamics of sales success.
My experience, and that of many people I have
worked with since then, proved that it is possible to turn
oneself into an indomitable selling machine. There can
be no doubt that it is possible for just about anyone to
become a salesperson who sets sales records and who
hardly ever misses a sale.
But – you knew there had to be a “but,” right? –
please be advised that this is not “easy” and it takes more
than one minute. Like I said, you cannot get this from an
elevator pitch, nor is this an airplane book. It is not
something you can read in a couple of hours and be
magically transformed. There are no 10 or three or five
or whatever magical steps to immediate success laid out
here.
(Sermon alert!) Hopefully by now you have had
enough experience in the world to know there is no free
lunch. Those who try to suck you in with words like
“free,” “new and improved,” “power selling phrases,”
“guaranteed closing tips,” and so on, are just playing you
for a chump.
The biggest scam of all is "easy." Nothing truly
worth having or achieving is totally easy. If it were,
everyone would have it and it would therefore be
common and, I'm betting, not very interesting. The odds
of anyone making meaningful achievements with "easy"
are extremely high. High against it happening, that is.
Like the lottery. The chances of winning the lottery are
unbelievably bad. You'd have a better chance of getting
hit by lightning twice while having sex with the Pope.
The reality of is, and here is a concept you can count
on: For nothing, you get nothing. No input, no output.
Nada!
This no-free-lunch business does not refer to dollars
and cents; you don't have to pony up a lot of money to
get your sell on. Nor do you have to sacrifice your
youngest child. The investment required of you to master
the All In Selling method involves time and energy. In
other words, some assembly is required. You'll have to
do some work.
Fortunately the work you will have to do is not
arduous. You just have to follow my (fairly simple)
instructions and stick with it until it begins to work for
you.
How long does it take? Actually, I have a specific
number based on numerous research volunteers and
students who worked with the All In Selling methods. If
you follow the instructions and do the exercises, which I
hasten to repeat are not difficult, you can expect to begin
to see results not later than 21 days after you begin.
Not “end” results, of course. It will take longer than
that for you to reach your pinnacle of power selling, if in
fact anyone can ever do that. But you will begin to notice
differences, like positive outcomes when you did not
expect them. Higher closing rates. People beginning to
respond to you differently, more positively. Not just
when you are selling but most of the time. And what you
will really notice are those times when you pull one out
of the hat, as we used to say. This is when you do or say
something unusual, something that just occurred to you
on the spot, and you can see the prospect changing into a
buyer right before your eyes. Sometimes it is so
incredible you will be amazed and in awe of what your
subconscious mind is capable of coming up with.
(Sermon alert, last one, I promise.) Now is as good a
time as any to warn you about a particularly treacherous
pitfall. I want to get this in early and I hope you are
paying attention. Remember this. When you get to the
point where you are seeing results they will seem natural.
They will seem so natural, in fact, that you will be
tempted to believe that your improved fortunes are the
result of your own natural brilliance. (Actually they are,
but not in the way you are likely to be thinking when you
reach this point.) It will be quite easy to assume that you
have just finally emerged on your own and the All In
Selling methods had nothing to do with it.
Get it? You will have fallen into this pitfall if you
think you have naturally evolved on your own, that the
All In Selling methods had nothing to do with it and you
therefore need not spend any more time on them.
You got your “sell on” without any help and you will
be just fine on your own thank you very much.
So you stop doing your exercises and gradually your
sales production begins to head downward. People begin
to treat you like they used to. Eventually you slap
yourself (that is what flat foreheads are for) and realize
you really do need the All In Selling methods after all.
You can save yourself all this hassle by remembering
what I’ve just said. Don’t get lulled into thinking the All
In Selling methods had nothing to do with your newly
found success.
There is yet another reason not to quit using the All
In Selling methods: If you quit, when you start back
again, as you will inevitably have to, it is more difficult
to get back to where you were than it was to get there the
first time.
The best way to explain this is with a medical
analogy concerning antibiotics. Prescriptions for
antibiotic drugs are written for an amount of the
medicine that, based on research and clinical experience,
will completely kill the pathogens in the patient’s body.
Like for an ear infection, for example. The typical time
of treatment is ten days.
Antibiotics will usually work rapidly and the
symptoms will clear up within just a few days. This is
when patients are likely to create problems for
themselves. The symptoms have cleared up and there is
no more discomfort, so the patient reasons that there is
no reason to take the rest of the pills. So he quits taking
the antibiotic short of the full ten days.
Within a short time the earache is back. The
pathogens had not been completely killed so they do
what is natural for them, they multiply, and soon the
earache is back in full force.
Only this time there is a difference. The bacteria that
survived the short-term treatment (but that would have
been killed if the full ten days of medicine had been
taken) are now more resistant to the antibiotic and this
time a different prescription has to be written. In this
way patients are screwing themselves by developing drug
resistant bacteria. It is harder to clear up the second time,
and God forbid they should do this again and have to try
to clear it up a third time.
There are no bacteria involved in the All In Selling
method but the results of quitting too soon can be just
like not taking the full course of a prescription. Only here
there is no second or third type of treatment. You have to
use the same one and that makes it more difficult if you
quit mid-course, as it were.
One of the reasons some people have trouble staying
with the methods of All In Selling is that you cannot
directly see the changes you are making. Sooner or later
the results of the changes are observable, but not the
changes that produce those results. They are deep within
your mind and expressed so subtly by your body that they
are hard to catch.
In fact, most of them are impossible to perceive
consciously.
And with that we come to the crux of the matter, at
least for this chapter. Here it is: The essence of All In
Selling is subliminal intercourse. Sometimes it is a form
of negotiation, sometimes it is one-way. But it is always
intercourse in the true sense of the word, which is
connection or dealings between people. In this case it is
between people's subconscious minds. In the same vein it
is communion, the exchange of meaning and feeling.
Don’t misunderstand me. This is not “subliminal
selling.” There are books and sales training programs
based on so-called subliminal selling. I am not familiar
with all of them, but the ones I have looked into will not
work. They are books and programs put together by
people who know practically nothing about the subject.
Subliminals just cannot be consciously generated to
send messages to someone else. The use of subliminals
in persuasion is far more complicated and sophisticated
than that.
Any results people think they get from such
approaches are nothing more than the Hawthorne Effect.
This is the effect that you get when you make changes in
something that involves people. For instance, tell
salespeople they will sell more if they lick a rock every
morning before breakfast. Some will make themselves
true believers and religiously lick rocks every morning,
confident that it will make them better salespeople. And
their sales may actually increase for a while. But any
results are from a combination of their increased
enthusiasm, belief, and the Hawthorne Effect. Not from
the rock licking. When the Hawthorne Effect wears off
their sales production will return to where it was before
and they start looking for the next rock-licking program.
So while the All In method does involve subliminal
intercourse which is based on subliminal transmission
and perception, the fact is you cannot subliminally send
articulated, language-based messages. The ways in which
we communicate subliminally with one another are
subtle, rich, and very complicated. They are subtle in that
most people most of the time are not aware of them.
They are rich because we communicate far more
information subliminally than in any other way. A few
seconds of personal interaction with another person can
communicate more than you can imagine. Literally more
than you can imagine.
Because subliminal communication is so
complicated no one has ever been able to quantify or
accurately count every bit of information we send to one
another via subliminals. It is a matter of too much too
fast. Think of it as a rapid sequence of pictures, each of
which is worth a thousand words.
There are twelve hundred and thirty-six types of
information conveyed subliminally in 93.67 percent of
human interactions. Okay, I just made up those numbers.
Although those numbers may be correct, it has so far
been impossible to identify all of the types of
information that are conveyed subliminally. Here is just
a brief list of some of the things that are known to be
transmitted and received in a few seconds, often even
nanoseconds, of typical interpersonal subliminal
communication:
Attitudes and feelings about the other people present.
Veracity; whether what is being communicated is
true.
The state of another person’s health.
Anxiety or apprehension emanating from another
person.
How confident or diffident another person is.
Social ranking in general and the pecking order of the
people present.
Suitability as a potential mate.
Genetic qualities (athleticism, intelligence, health,
etc.).
Trustworthiness, reliability, honesty.
And more, much more.
Whole books can and have been written on every
element of this list. Part of this depth of complication
arises from the fact that all interpersonal communication
involves mountains of data being transmitted
subliminally, both to and from every person involved in
the interaction. All of it, or at least most of it, at a
subconscious level.
As you might expect there lots of differences in
people's subliminal abilities. A very small percentage of
people are extremely bad at subliminal perception, and a
very small percentage are extremely good at it. A
majority of the general population, about 65 percent of
people, fall somewhere in the middle on the subliminal
perception scale.
The same kinds of distribution apply also to
subliminal transmission, or the sending of subliminal
information. Interestingly, and of vital importance, is the
fact that transmission and reception tend to be inversely
correlated. That is, people who are very good senders
tend to be poor receivers, and poor senders are generally
better receivers. The implication is that the good
receiver/poor sender has better control of his subliminal
communication, whereas the poor receiver/good sender is
relatively lacking in control.
In addition to the sending-receiving dimension there
is also the interpretation factor. We all know people who
are terrible judges of character, for example. They
inevitably make wrong decisions about people, trust
those they should distrust and vice versa, get into bad
marriages, and so on. Those people are either poor
receivers or, what is more likely, they are subconsciously
inept at interpreting the subliminal cues they receive.
Some people, on the other hand, are just the opposite.
They are better judges of character because their
subconscious interpretations, and therefore their “gut
instincts” or “intuitions” are more accurate. They may
also be more subliminally perceptive.
Don't worry about remembering this or even fully
understanding it. You won't have to. Besides, there are
far too many dimensions and aspects of subliminal
communication to ever be able to consciously control
every one of them. The good news is, like I said, you
don’t have to. There are ways to:
Become better subliminal listeners by increasing the
amount of information subliminally perceived.
Get better at subconsciously interpreting subliminal
cues.
Consciously tap subconscious interpretations for
more and better “flashes of insight,” “instincts,”
“intuitions,” etc.
Control the amount and quality of subliminal cues we
send.
Do these things and you will catapult yourself to the
highest levels of selling. And, as difficult as all of this
may sound to you right now, it is actually far easier than
you might think. You already know much of what you
need to know, and how to go about doing what you need
to do. You just don’t know you know. That is, you
subconsciously already know an immense amount of this
lore but you are consciously unaware of most of this
knowledge. This is fortunate because it means you don’t
have to learn what would be at least the equivalent of all
the information in a large library. You subconsciously
already know it.
What you will have to do – and this is the reason for
the easy exercises you will be doing that are described in
detail in this book – is train your subconscious mind:
To not be such a subliminal blabbermouth.
To subliminally transmit the messages you want
transmitted.
To not transmit the messages you do not want
transmitted.
To be more perceptive about the subliminal messages
of others.
To develop communication with the conscious part of
your mind in a positive and timely way to help you
make sales.
This is the secret to breaking sales records without
breaking a sweat.
Will all of this make you a manipulative person? Of
course! Name one thing that works that does not involve
some aspect of manipulation. All of sales, business,
religion, education – everything – is either manipulative
or tries to be. That’s just the kind of planet we live on. I
worked my way through the ethics of this a long time
ago. I am unimpressed by arguments about how this is
not good for the world. It is entirely possible to do no
evil, live a good live, and break sales records all at the
same time.
All it takes is a good business credo. Or perhaps I
should call it a Credo of Good Business. Here are some
simple rules I adopted for myself. Lots of people have
agreed with them and adopted them for themselves:
Sell only goods or services that are good for people.
Do no harm.
Never mislead anyone, either directly or indirectly,
about anything.
If the product is clearly something the prospect
should not buy, move on. Go find someone who could
really benefit from it.
There is a Sufi saying that when you are ready the
answer will appear. I hope you are ready because the
answer is about to appear. The information contained in
this book can transform your life in ways you cannot now
even imagine. And I mean that in a good way.
END OF THIS SAMPLE. For more information or to
order the book, please go to the book's Web site.
To see a biography of the author please continue
to the next page.
About the Author
Charles E. “Chuck” Henderson, Ph.D.
by Tex Rhino
Okay, let's get the obligatory stuff out of the way. Chuck
Henderson is an American born citizen who has lived in
Europe and several parts of the U.S. He loves animals,
has not fished in decades, and lives in New York and
Wisconsin with his wife of mumble-mumble years and
whatever animals they happen to have around them at
any given time. He likes where he lives and his wife a
lot. He also likes photography (knows Photoshop, which
impresses me), plays lots of different instruments and
likes music of several types, builds his own computers,
and loves to take long walks on the beach.
[Note from Chuck: "Tex, that last bit is an absolute
lie. You know I don't like sand any more than you do. No
one who grew up in the Oklahoma Panhandle likes
sand!"]
I have known this guy longer than I care to admit. I
am probably his oldest friend because I have known him
longer than our other friend. We were kids in Oklahoma
till he abandoned us and moved with his parents to
Colorado his senior year in high school. The band
director and the coach (now that was a pair!) in our little
Oklahoma home town both wanted him to stay. They
even worked out a deal for him to live with one of them
his final high school year, but the lure of the city was too
much for him and he left.
He was always up to something and did some
noteworthy things while he was growing up, but I will
begin with when he was in Colorado. When I caught up
with him again, sometime during our senior year of high
school, he was a professional dance instructor at Dale
Dance Studio in downtown Denver, had one of the most
successful rock 'n' roll bands playing professionally in
the Denver area (he played sax and guitar), was a prize
winning boxer, was an all-conference football player and
was solo clarinetist in the school band. Mind you, all this
was during his senior year in high school.
He was a good athlete, (I don't know anything about
his dancing), and he could really play those horns. He
was almost as much fun to listen to as the head fiddler at
a hoedown. Actually he did play once with Bob Wills in
Dumas, Texas, and he played sax on a Lee Pickett
recording.
Chuck has had some notable successes but he has
also had his share of failures. His most inglorious
failures occurred just out of high school when he
simultaneously flunked out of college and failed as a
salesman. Trying to be a full time student and salesman
while playing with his band seven nights a week did not
work out.
Not knowing what to do next, he did what most
young men did in the era of the draft: he went into the
Army.
After the Army, being a glutton for punishment, he
went back into sales. Selling, or trying to sell, pre-need
cemetery plots for a group of cemeteries on the East
coast. Door to door. I mean, Jeez! Here is a guy who is
young, inexperienced, still wet behind the ears, and who
has already failed once as a salesman. And now he takes
on what I have to believe must be one of the hardest
things in the world to sell, graves for people who are not
dead.
Need I say he was failing again? But wait! Just when
he was about to give up he had this weird dream.
Evidently it was a real corker. You can read about it, and
how it affected his life in his book All In Selling. “To
make a long story more boring,” to steal a phrase he likes
to use, he went on to surprise a lot of people with his
sales, made a whole barn full of money, broke some
records, and so on.
Chuck has always said he got his first lessons in
selling from old man Perry who was a professional
gambler in our hometown. We were both afraid of Perry
but he took a liking to Chuck and taught him how to
shine shoes and, more importantly, how to persuade
cowboys and farmers to buy his shoeshines. He was quite
successful at that so from sometime around the age of 10
Chuck always had money. That's saying something for a
kid from a poor family from the wrong side of the tracks.
Anyway, back to his post-Army days. There he was,
living in the eastern U.S. where he felt like a fish out of
water. But he was making all kinds of money selling
those cemetery plots. Eventually, though, he moved back
to Colorado where he gave up cemeteries and took to
selling encyclopedias. Door to door again. Grolier's Book
of Knowledge.
He quickly became a regional manager and set
individual and organizational records.
After about six years of hawking books his other
friend convinced him to switch over to waterless
cookware sales. Once again he set national sales records
that I would be surprised if anyone can ever match. It
seemed like every few weeks he would break another of
his own sales records. I have watched him in action and
he made it look easy. I don't think he was even trying!
People just wanted to take stuff away from him!
He sold so much it was literally hard to believe that
any one person could write that much business. His sales
were reported in the manufacturer's national newsletter
each week and they frequently had to trot out copies of
his sales just to prove that the numbers were legitimate.
Now here is a story about Chuck that I just have to
pass on and it is downright eerie. I have never known
what to think about it but, well, here is the story. See
what you think.
We were guests at a private fishing club not far from
Leadville, Colorado. Fly fishing was what we were there
for, but the first day it was raining off and on so we just
took our casting rods over to the pond to try to catch
something for supper. It was a fairly small pond, about
the size of three or four tennis courts, that the club kept
stocked with trout. There were several other people there
fishing. I asked how the fishing was and they responded
that no one was catching anything.
Chuck and I found a vacant space on the bank of the
pond and began to fish. We were positioned about 10 feet
apart. Both of us were using salmon eggs from the same
jar as bait.
We had been at it less than five minutes when Chuck
caught a fish. Then a few minutes later he caught
another. Still no one else, including me, had caught
anything.
Within a span of about 15 minutes Chuck had caught
three fish and the rest of us were wondering how he was
doing it. He was beginning to feel a little uncomfortable,
seeing as how he was the only one catching anything, and
him just a guest and not a member or anything. So he
suggested that we trade places. We did and he kept
catching fish. Only now he was catching them from
where I had been unable to catch anything. I, fishing
where he had been, continued to catch nothing. As did
everyone else.
After a while Chuck suggested we trade rods. We
did, and he began catching fish with the rod I had been
using! Still, no one else was even getting a nibble and the
rod that had been so hot for him had gone cold in my
hands.
The other fisherpeople were beginning to look like
they might like to lynch Chuck so we took his fish and
headed back to the cabin. The whole episode took less
than half an hour.
I have never seen anything like that, before or since,
and I have never been able to explain it.
Experiences with Chuck have often been like that.
Sometimes he gives off a vibe that others can't resist.
Including fish.
Eventually, after a number of immensely lucrative
years, Chuck retired from selling to do something he had
been thinking and talking about since we were kids. He
wanted to go back to college, get a doctorate and be a
scientist and a college professor. “Maybe a psychologist
or something,” he was always saying.
And so he did. He did that whole multi-year college
thing and he now has degrees in psychology and
communication (University of Colorado, Boulder, and
the University of Denver.) This time around he didn't
flunk out. In fact he had an almost perfect 4.0 grade point
average. I know this because he ranted and raved the one
time he got a B in one of his graduate courses.
Once he was in a professional and academic role he
really dove into the scientific research thing and for
several years conducted a whole bunch of really rigorous
research projects. He is professional-grade capable in
psychology, neuroscience, and communication, so his
research has always been well rounded.
The topics of his research, for the most part, focused
heavily on the sales methods that he originated, the ones
that had made him such a successful salesman.
One thing that had always bothered Chuck was that,
in all his years of selling, and despite all of his success,
he had never been able to satisfactorily train anyone else
to use his methods. Oh, sure, many of the salespeople he
trained did well, using conventional sales techniques, but
none of them ever came close to matching his
performance. It was for that reason that one of his
abiding objectives was to gain more understanding into
what he had actually been doing. The goal was to make
his methods understandable and applicable by others.
Did he achieve that goal? In spades! (Sorry, Perry.)
From the amazing successes reported by hundreds of
volunteers, research subjects, and sales groups, it is
obvious that he succeeded in his quest.
Finally, not too long ago, he started writing a book. I
don't know if he was ribbing me or not, but he said when
he got it to where I could understand it, it would be
ready. So he took all that highfalutin scientific stuff,
dumbed it down so even I could understand it, and put it
all in his book, All In Selling.
I read it. I laughed, I cried. Best of all, I understood
it. It is good. Get it.
To place an order for All In Selling, contact the
author or get more information about his work, please
go to www.allinselling.com