How to Win Friends and Influence People - Referral Marketing.pdf

"I am collecting stamps for my twelve-year-old son,” the president explained to Mr. Walters. Mr. Walters stated his mission and began asking questions. The president was vague, general, nebulous. He didn’t want to talk, and apparently nothing could persuade him to talk. The interview was brief and barren. “Frankly, I didn’t know what to do,” Mr. Walters said as he related the story to the class. “Then I remembered what his secretary had said to him - stamps, twelve- year-old son. . . And I also recalled that the foreign department of our bank collected stamps - stamps taken from letters pouring in from every continent washed by the seven seas. “The next afternoon I called on this man and sent in word that I had some stamps for his boy. Was I ushered in with enthusiasm? Yes sir, He couldn’t have shaken my hand with more enthusiasm if he had been running for Congress. He radiated smiles and good will. ‘My George will love this one,’ he kept saying as he fondled the stamps. ‘And look at this! This is a treasure.’ “We spent half an hour talking stamps and looking at a picture of his boy, and he then devoted more than an hour of his time to giving me every bit of information I wanted - without my even suggesting that he do it. He told me all he knew, and then called in his subordinates and questioned them. He telephoned some of his associates. He loaded me down with facts, figures, reports and correspondence. In the parlance of newspaper reporters, I had a scoop.” Here is another illustration: C. M. Knaphle, Jr., of Philadelphia had tried for years to sell fuel to a large chain- store organization. But the chain-store company continued to purchase its fuel from an out-of-town dealer and haul it right past the door of Knaphle’s office. Mr, Knaphle made a speech one night before one of my classes, pouring out his hot wrath upon chain stores, branding them as a curse to the nation. And still he wondered why he couldn’t sell them. I suggested that he try different tactics. To put it briefly, this is what happened. We staged a debate between members of the course on whether the spread of the chain store is doing the country more harm than good.

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