The 3 Traits Of

A Black Belt
Salesman
#1 – Enthusiasm
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The 3 Traits Of A Black Belt Salesman

#1 – Enthusiasm
In order to join the ranks of Black Belt Salesmen at the very top of their profession,
you must develop and hone your three most important assets. No, not your house,
your car and your golf clubs! I’m talking about your Enthusiasm, Attitude and
Persistence. Until you develop each of these vital traits to its optimum level, your
career will not go where you want it to go.

Black Belt Sales Traits # 1 However, I was working out at the school
Enthusiasm one day when my instructor called me to
tell me he was sick. He had influenza and
“Nothing great was ever achieved had no one to teach classes for him. He
without enthusiasm.” wanted to know if I could look after the
Ralph Waldo Emerson school for a few days. At the time I was a
Brown Belt, (one level below Black, which
John Paul Getty once ranked the power
is generally the level at which someone
of enthusiasm ahead of imagination,
starts to teach), but I was young and
business skill and ambition. Mark Twain,
eager, and I jumped at the chance. Like
when he was asked to explain his great
a Cessna pilot finding himself at the
success in life, said, “I was born excited.”
controls of an F16, or a sports car enthu-
You must exude enthusiasm from every
siast given the opportunity to drive
pore as you make your sales presentation.
Andretti’s Indy car around the track, I was
It is contagious and will almost always
ready for action!
cause your clients to respond favorably.
Enthusiasm builds confidence in you and There was only one problem. I didn’t
your products and confidence is the foun- know what to do! Oh, I could teach
dation of all sales. classes; that was a easy . The problem was,
I did not know how to run the office or
How I got started in sales, and came to the business. My concern began to turn
own my first business to panic when the phone rang for the first
time. It was a prospect. Bubbling with
“I have found enthusiasm for work to be
enthusiasm (and babbling like an idiot),
the most priceless ingredient in any
I somehow convinced the caller to come
recipe for success.”
down and visit the school for a trial
Samuel Goldwyn
lesson. During the lesson I was so hyped
I initially started taking karate lessons up I continued to bubble and babble, but
because I realized it would be a “fun” way when I asked him to sign up, he did. Seven
to keep fit. I had no intention of becom- more times that week I talked to people
ing an instructor, let alone a school owner. on the phone. Got them to come down to

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 #028

the office, take a demonstration class and “Andrew,” he said, “I have been strug-
accepted their checks. One afternoon, I gling in this school for years and I can’t
practically dragged two young boys from seem to make it work. You come in here
the parking lot into the school to try a and sign up more people in a couple
class, and was rewarded when they of weeks than I ever have in a month. The
returned later with their parents who school’s yours. I want $15,000. I am mov-
signed them up for lessons. ing back East to get my old job back, so I
can have some security for my family.”
At the end of the week my instructor,
feeling better, stopped by to see how I was By combining my savings, my wife’s
getting along. When he opened up the top savings, and a loan from a friend in
drawer where I kept the money his mouth England, I scratched together enough to
dropped. become the proud owner of my first busi-
ness. I have never looked back!
“What’s this,” he asked.
At this point I had NO sales training, NO
“That’s all we made this week,” I replied
sales background, NO technique, NO
sheepishly, thinking I had let him down.
fancy closes and NO way of overcoming
objections except one — my unlimited
“Where did it all come from?” he asked,
enthusiasm for my job, my company and
breaking into a huge grin.
my product. Corny maybe, but I assure
I relaxed and smiled back. “Well, I you it’s true — enthusiasm sells!
signed up eight new students, collected
dues for about 30 people and renewed How To Develop
one guy on a one year membership.” Black Belt Enthusiasm.
Love what you do.
He shook his head and looked at me with
Know your product inside and
puzzled eyes. “This is more money that
out, and be excited about
I have ever made in a week and you don’t
what you sell.
even know what you’re doing!”
Use what you sell.
Yes indeed I had know idea what to do, Be your own coach.
but, I was on fire with enthusiasm. Chart your progress towards
your goals.
The following week my instructor asked
Reward yourself.
me to run the office while he taught class.
Love what you do!
This arrangement again produced record
receipts. The third week my instructor fell
“Confidence and enthusiasm are the
sick again and I ran the entire school. At
greatest sales producers in any kind of
the end of that week he came in and threw
economy.”
the keys to the school on the desk.
O.B Smith.

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©2000, MartialArtsBusiness.com 3

If you don’t love what you do, go get a
different job! You have to be excited about
what you do or you will never reach your
true potential. In the martial arts busi-
ness that’s easy. I have never met an in-
structor in my life who was teaching solely
to make a living. They all teach because
they love to teach. I have, however, met
hundreds of people selling cars, office
products and a wide variety of other
things, who hate what they are doing.
Their chances of success are ZERO!
“Well,” you say, “It’s one thing to get ex-
cited about teaching people, but what
about these widgets I have to sell? How
can you love selling widgets?” Simply by
being the greatest widget salesman who
ever lived — by owing everything you
have in life to those beautiful, money
making, energy producing widgets.
Get Excited About Your Product
“A man can succeed at almost anything
for which he has unlimited enthusiasm.”
Charles Schwab
Black Belt Salespersons diligently practice
the first law of selling…
“Have confidence, faith and enthusiasm
in your product and yourself.”
They become experts in their field and
can communicate to the buyer how their
product offers a solution to his problems.
They know the product inside and out and
if they can’t answer a specific question,
they know exactly where they can go to
find the answer without delay.
Knowing your product does not mean
overwhelming the customer with facts
©2000, MartialArtsBusiness.com
#028
and figures in which he has absolutely no
interest whatsoever. Many sales are lost
because of overselling and that’s a real
crime. It is only necessary to know your
customers’ needs and how your product
can benefit them. Then use those benefits
as reasons for them to buy your product.
25 Reasons…
As an introduction to an exercise, let me
give you 25 reasons why you should take
martial arts lessons. Bear with me for
a moment.
#1. To increase your confidence
in yourself.
#2. To reduce stress for a longer
healthier life.
#3. To improve your flexibility and help
you avoid injury.
#4. To teach you how to defend yourself
and protect your family.
#5. To increase your self-esteem for a
more enjoyable life.
#6. Karate lessons are fun!
#7. To develop self-discipline
(especially valuable where
children are concerned.)
#8. To increase effort and concentra-
tion. (which often pays off in the
form of higher grades.)
#9. To help you improve your balance.
#10. To increase your stamina so you
have more energy in everything
you do.
#11. To give you a great opportunity
to meet new people and make
new friends.
#12. To help you lose weight and keep
it off.
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4
 #028

#13. To improve your coordination. #24. We have been in business in the

(which pays off in the form of same location for over (12) years,
increased performance in all so you know we are going to be
other sports and activities.) here to serve you.
#14. To add to your knowledge of #25. Our flexible schedules offer
the history and traditions of you convenience in scheduling
other countries. your lessons.
#15. To help shy people overcome
Now it is your turn. Can you come up with
their reticence.
twenty-five reasons why a prospect should
#16. To channel aggressive children’s
buy a product or service from you? Make
energy in a positive manner.
sure that for every reason, there is a clear
#17. Martial arts lessons are a great
and positive benefit for the prospect!
cardiovascular workout and
increase your fitness level.
Reason: _________________________
#18. To teach you how to set reachable
Benefit: _________________________
goals for success in all areas
etc.…
of life!
#19. To increase the respect of others
In order to be a Black Belt salesperson,
for you!
you must have an arsenal of benefits to
#20. To help children build strong
fit every different prospect and situation.
character. (which will enable
Memorize all twenty-five of the benefits
them deal with the problems
you wrote down. If you didn’t come up
that arise as they mature.)
with twenty-five, go back and try again!
Those were 20 generic reasons why
people should take martial arts lessons. Use What You Sell
Here are five more specific reasons
“You can’t sweep people off their feet if
that a school owner might use in his
you can’t be swept off your own.”
marketing.
Clarence Day
#21. Our uniquely structured children’s
If you sell jet airplanes the chances are
karate programs are designed to
you are not going to own or use the
bring out the best in your child.
products you sell. However, if you sell
#22. Our martial arts style (Weji bong
Fords, however, you certainly shouldn’t be
go) is a modern, proven method
driving a Toyota, or vice versa. By not
to help you learn the art of self-
using the products you sell, you create a
defense quickly and easily.
feeling of distrust in your product. After
#23. Our instructors are all certified
all, would you want to buy stocks from a
Black Belt instructors, so you
broker who doesn’t put any of his own
can be sure you are getting the
money in the market? Would you buy one
best instruction available.
brand of computer when the salesman
proudly tells you he uses another?
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 #028

There is a famous story in golfing circles tapes in your car so that you can enjoy a
about South African Gary Player. When relaxing chuckle as you move on to your
he first came to America in the late next appointment.
fifties, his hero was the great Ben Hogan.
After playing badly one day, he called Set YOUR OWN Goals, Chart Progress
Hogan for some advice. The call came late & Reward Yourself
at night. Player reverently asked Hogan
“Enthusiasm is at the bottom of all
for some advice. Hogan’s reply was short
progress! With it, there is accomplish-
and to the point.
ment; without it, there are only alibis.”
“Whose logo do you wear on your visor,
Henry Ford
Mr. Player?” he asked.
If you work for a quality company, they
“Dunlop,” said Player.
probably have a wide range of rewards
“Then call Mr. Dunlop!” replied Hogan for good performance. If this is not the
and hung up abruptly. Ben happened case or if you work for yourself, take
to be the representative of a rival golf matters into your own hands to boost
equipment company. your levels of enthusiasm and motivation.
Set goals and constantly remind yourself
Be Your Own Coach why you are working. Not just to pay
bills, but to experience new and exciting
“Nothing is more contagious than
places, events and friends. Each time you
enthusiasm.”
achieve a short term goal, give yourself
Samuel Taylor Coleridge
a weekend trip to the mountains or the
It pays each and every day to be your own ocean as a reward.
coach as you work to build up your levels
The Fox and the Rabbit
of motivation and enthusiasm. In my
The Black Belt Master sat down with his
karate school, I used to arrive thirty
student and posed the question, “Which
minutes early each day to punch and kick
is faster, the fox or the rabbit?” With little
the heavy bag in order to pump myself
hesitation, the student announced that
up to sell lessons to more students and
the fox was faster than the rabbit.
teach exciting classes to the students I
The Master pointed out that although
already had.
technically the fox should be faster, it was
Keep testimonial letters from satisfied not. “You see,” said the Master, “the
clients on your office walls and in your rabbit has more enthusiasm. The fox is
day planner. Look at them often, espe- running for his dinner, but the rabbit is
cially when you have to deal with some- running for his life.”
one who does not appreciate your efforts.
So it is in sales and in life. Even a less
Keep a tape librar y of motivational accomplished salesperson can accomplish
music to anchor you to positive and great success if he or she is full of enthu-
exciting feelings. Keep a few humorous
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 #028

siasm, motivation the confidence that

radiates from this state. Remember, noth-
ing happens in sales until someone gets
excited. The best sale takes place when
you and your prospect are both excited
about the product!

Key Questions
1. Do you love what you do?
2. Are you excited about your product
or service and what it can do for
your clients?
3. Do you know every single
benefit there is to know about
your product?
4. Do you make every efforts to stay
enthusiastic and motivated?

“If you can give your son or daughter only

one gift, let it be enthusiasm.”
Bruce Barton

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