In 1936 Dale Carnegie created what is to this day the basis of modern sales techniques and training.  Born in 1888, Dale Carnegie was educated at Warrensburg State Teachers College and later went on to teach communications classes at the YMCA in New York and created the famed Dale Carnegie Course in 1912. In 1936 Dale Carnegie wrote his timeless book, How To Win Friends And Influence People, which is still not only relevant in todays sales situations but more or less the basis of modern sales techniques. Around this same time period he created his first sales training courses which are still being taught by his company today. His company was incorporated in 1954 as Dale Carnegie & Associates, Inc. and in 1955 Dale Carnegie passed away leaving us his teachings and his legacy.

After Dale Carnegie’s passing in 1955, his company, Dale Carnegie & Associates, Inc. went on to continue his teachings. In 1967 they created the first Dale Carnegie Training leadership courses which are also still taught to this day. The courses received accreditation in 1975 from the Accrediting Council for Continuing Education and Training. The company continued to create new trainings and workshops throughout the 1980s and started offering its services worldwide in 1992.
In 2001, the federal government saw the value of the courses and approved the company to start offering its products and services to federal government employees. Dale Carnegie’s company and legacy have been teaching salesmen and leaders from all walks of life for almost 100 years and promises to be around for a hundred more.

Dale Carnegie was a master at teaching how to communicate effectively. He taught that if we want to really know people and communicate effectively with them so as to know their needs and wants, we must follow 6 principles of effective sales communication.

1. Genuinely become interested in other people, how they think, what makes them behave the way they do. When you are communicating with someone, ask them questions. Learn what you can about them and be truly interested in what they are telling you and not telling you. Get someone to talk about their hopes and dreams and they hand you all their needs and wants on a silver platter. If people sense that you are genuinely interested in what they have to say they will say more, people love to talk about themselves and they love it even more when someone cares about what they are saying.

2. Be excellent listeners. People will tell us what we need to know to effectively sell them f we just listen and encourage them to talk about themselves. Listen to what they aren’t saying as much as what they are saying. Make them feel genuinely appreciated.

3. Make the other person feel important. If the person we are communicating with feels we espect and value them, they will be more open in their communication. Be sincere and respect thers views and beliefs.

4. Use the other persons name when addressing them in the conversation. People love to hear heir name and when you use it in conversation with them, it gives them the sense that we really are and are paying attention. Calling someone by their name makes you seem more friendly and familiar.

5. Speak their “language”. Speak in terms of their interests, find out what interests them nd let that guide the conversation. This is about building rapport with the other person. If we an build good rapport with the person during our conversation, they will trust us more.

6. Keep a smile on our face. Simply smiling can be very powerful in sales communication situations. Smiling at people is like inviting them to start a conversation and that is another opportunity for the salesman with good communication skills. People are drawn to smiling people naturally.

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