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those number of years ago I was traveling suit through st. Louis Missouri I was changing planes had a little extra time looked down at my shoes realized I needed a shoeshine walked into the shine stand young man escorted me to my seat he made the chains for his previous customer I had a chance to look at the prices of the shoeshine 75 cents this was about 12 years ago 75 cents was the regular shine dollar was the wax shine and two dollars was the spit shine well I figured I'd get the regular shine for 75 cents tip the guy a quarter and I'd be on my way he came to me and this intently I called this the shame clothes he came to me and and he said which one I said regular now you talking about voice inflection the young man backed up and said regular well I knew right then I was in for an unusual shoeshine but I wasn't about to let that guy get the best of me so I said yeah you guys do such a marvelous job here I know it's going to be fabulous and I'll be on my way well the guy didn't say your thing didn't even grunt he just started putting the saddle soap on my shoes and he started cleaning them and as he did he said man these are really and nice shoes you know what kind are they I said well they're balanced he said boy you said they're nice he said I bet that comfortable aren't they also do you ought to be he said cost a lot of money officer do they ever cost a lot of money and he went on cleaning this year's you know then he stopped me felt a pant leg and he said man he said that is really a nice piece of cloth and I said well there ought to be a - he said what kind is and I said well it's a Hickey Freeman he said man those suckers cost a lot of money I said yeah I know they do but this one's got of some special cloth in it makes it even more expensive but have already been wearing a suit about five years and you still can't see any problem with it well he said man he said that's nice and then he started the shining process and he was just a shining away and he was a popping you know and when they're popping that's not shining I shined shoes in the Navy I know when you're shining shoes that's the sales dog he's trying to attract the crowd from outside so he was just a popping away and all of a sudden he backed away and he looked me right now and he said you know this seemed like a shame man we spent over a hundred dollars on a pair of shoes spend several hundred dollars to get a nice suit of clothes all he's trying to do is look nice then he won't spend another dollar to get the best shine in the whole world I said spit on a man well now folks you know when you get a 75 sunshine a two-bit tip that's fine but when you got a $2.00 shine nobody would class get was a two-bit tip so I gave him a $3 you know and as I walked out you know I was really picking them up and putting them down and I was feeling pretty good you know I looked over the clock and as I did it clicked straight up and down 10 o'clock now the reason I mentioned that is because when I sit down I noticed it was exactly three minutes until 10:00 I was in his chair three minutes I gave him three dollars you don't have to be a Phi Beta Kappa from MIT to figure that one out that is $60 an hour does you realize that's what we were paying our psychiatrist back then of course this guy knows some good but you know you might say but Zig he doesn't shine 20 pair of shoes an hour all day long okay but are you figure let's cut that - - instead of 60 makes 30 cut that afn - he doesn't make 30 makes 15 and you take $15 an hour and cut that half into and I know you those well you know what that adds up to it adds up to right at $20,000 a year shining shoes and I got something to tell you friends if that dude ain't making at least thirty ain't a dog in Georgia I mean he is shining a lot of shoes but now let me point out two very sound things about him his name is Johnny I asked him his last name I knew Johnny because it had his name on his a nametag there he said I'm not going to tell you if I tell you both names you forgettin both if you always remember Johnny though he was a professional he's the only shoe ologist I've ever seen now the reason I know he was a shoe ologist he had it right there on his nametag Johnny shoe ologist well let me point out a couple of things he was a superb workman he delivered everything he sold that's important number two he was a professional sales person and those two things married it but what I'm really saying is if a gentleman in a job like that can make that kind of money look at what we in the profession who have products and goods and services that extend us infinitely greater opportunities look what we can do but the story does it in there a few months later I was back in the st. Louis Airport I walked in this time there's no other shine guy around no other customer I'm the only one now by then they've changed the prices and structure just a little bit it simply says best shine two dollars he I sat down and he said what kind well I didn't want to go through that routine again so I said just give me your best well as he was shining I was bragging on him you know I discovered a long time ago but behavior which is recognized and rewarded is repeated and so I were the best possible shine so we had quite a little conversation as a matter of fact he got carried away and it just kept shining keep shining keep shining and finally I said Johnny I got to go he said okay and he finished it up as I stepped down he said you know he said I noticed you hang up but you hung up an overnight bag when you sit down I said no you said you're spending the night in st. Louis I said yeah he said I was just wondering if you had another pair of shoes in your bag I said well as a matter of fact I do he says you know it'd really be a shame to have the best-lookin shine in st. Louis tonight and then doesn't look like one of the gang tomorrow he said won't take me about a moment I call that the extra clothes now a lot of times as salespeople we overlook the fact that we have other Goods and products and services we skim the service at the surface and leave more money on the table more needs on the table that need to be met than we are actually reaching don't misunderstand I'm not suggesting you try to sell everybody everything you've got every time you make that call on them but they're buying if you're selling products that you know they're buying from someone else think of the time and effort you can save them if you can become more of a service person to them selling them more of the things they're buying already anyhow it is a service you really can't have everything in life you want if you will just help enough other people you