What SELF-MADE MILLIONAIRES Really Think, Know and Do THINK In the UK 50 per cent of adults have an income of £26,000 per annum or less. Ninety per cent have an income of less than £34,000. Those in the top one per cent have incomes in excess of £91,000 per annum. A 1995 survey in the USA reveals that out of 100 citizens who start work at age 25, by the age of 65, 29 per cent are dead and 63 per cent are dependent on handouts from Social Security, friends and rela- tives. Amazingly, in the richest country in the world, 92 per cent are either dead or relatively poor. Of the remaining 8 per cent, 3 per cent are still working, 4 per cent have ‘adequate’ capital for retirement, and 1 per cent are ‘wealthy’. Would you like to be in the top 1 per cent, earning more than £91,000 per annum and retiring ‘wealthy’? Are you prepared to set it as a goal? Are you prepared to pay the price? READ THIS BOOK. ffirs.indd i 08/12/2005, 16:08:07 ffirs.indd ii 08/12/2005, 16:08:07 A straight-talking guide to business success and personal riches RICHARD DOBBINS & BARRIE O.PETTMAN ffirs.indd iii 08/12/2005, 16:08:07 First edition published 1999 Second edition published 2002 Third edition published 2006 Capstone Publishing Limited (a Wiley company), The Atrium, Southern Gate Chichester, West Sussex, PO19 8SQ, England Phone (+44) 1243 779777 Copyright © Richard Dobbins and Barrie O. Pettman 1999, 2002, 2006 Email (for orders and customer service enquires): [email protected] Visit our Home Page on www.wiley.co.uk or www.wiley.com All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, W1P 0LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department John Wiley & Sons, Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, England, or e-mailed to [email protected], or faxed to (44) 1243 770620. Richard Dobbins and Barrie O. Pettman have asserted their right under the Copyright, Designs and Patents Act 1988, to be identifi ed as the authors of this work. Other Wiley Editorial Offi ces John Wiley & Sons, Inc. 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103–1741, USA Wiley-VCH Verlag GmbH, Pappellaee 3, D-69469 Weinheim, Germany John Wiley & Sons Australia, Ltd, 33 Park Road, Milton, Queensland, 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02–01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada, M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN13 978-1-84112-680-7 ISBN10 1-84112-680-2 Typeset in 11/15 pt Dutch 801 by Sparks, Oxford http://www.sparks.co.uk Printed and bound in Great Britain by T.J. International Ltd, Padstow, Cornwall This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. 10 9 8 7 6 5 4 3 2 1 ffirs.indd iv 08/12/2005, 16:08:09 DEDICATION For Richard Robson, Tasha, Vicky, Samantha, Joseph, Victoria, Jessica and Chris, Maureen and Marie ffirs.indd v 08/12/2005, 16:08:09 ffirs.indd vi 08/12/2005, 16:08:09 ‘The ideas I stand for are not mine. I borrowed them from Socrates. I swiped them from Chesterfi eld. I stole them from Jesus. And I put them in a book. If you don’t like their rules, whose would you use?’ – Dale Carnegie ffirs.indd vii 08/12/2005, 16:08:09 ffirs.indd viii 08/12/2005, 16:08:09 CONTENTS Acknowledgements xi To the Reader xiii About the Authors xix 1 Everything Starts With Ideas 1 How to think creatively 2 You Can Have It If You Want It 27 How to set and achieve your goals 3 Strategy Will Get You There 97 How to implement a winning business strategy 4 Marketing Is The Key 133 How to implement a winning marketing strategy 5 Sales Skills Will Make Your Fortune 159 How to be excellent at selling 6 Everything Is Negotiable 197 How to negotiate better deals ftoc.indd ix 08/12/2005, 15:36:46