A friend of mine is a very successful sales manager. After he had carefully interviewed and then selected a new salesman, he would take to the salesman to a Cadillac dealership and insist that he trade in his old car for a new Cadillac. The salesman would usually balk at the idea. He would be frightened of the cost of the car and the huge monthly payment involved. But the sales manager would insist that he buy the Cadillac as a condition of employment.
What do you think happened afterwards? First, the salesman would driven the car home and wife would most have a heart attack when she saw that he had bought a new Cadillac. But after she had settled down, he would take her for a ride around the neighborhood in the new car. The neighbors would see them driving in a new Cadillac as he waved on the way past. He would park his new Cadillac in front of his house or in his driveway. People would come over and admire it. Gradually, imperceptibly, at a subconscious level, his attitude toward himself and his earning potential would begin to change.
Within a few days, he would begin to see himself as the kind of person who drove a new Cadillac. He would see himself as a big money earner in his field, one of the top performers in his industry. And time after time, almost without fail, the sales people in this organization became sales superstars. Their sales performance jumped and they earned more than they had ever before. Soon the payment on the new Cadillac was of no concern because their incomes were so much greater.
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