Be Your Own Santa Claus

In 1972, when I was studying sales and positive attitude, I watched a movie called “Challenge to America,” almost everyday.

It was a story told by the great Glenn W. Turner who wrote a letter to Santa Clause every year asking for everything his wealthy cousins received. Glenn was a poor farmer’s son who never got anything but apples and oranges, even though he asked Santa for the same gifts as his richer cousins. And every year, Glenn would go out behind the barn and cry when Santa failed to deliver.

One year his cousin wanted a brand new bicycle and Glenn wanted a brand new bicycle. As usual, the cousin got it and Glenn didn’t. This time though, he went behind the barn and said, “O.K. Santa, if that’s the way you want to play!” Turner ended the story by saying, “And on that day, I decided to become my own Santa Claus.” He challenged the audience to be their own Santa Claus. The first few times I watched the movie I didn’t think too much about it. I thought it was just a story. I thought he made a good point, but that was it.

That was November of 1972.

Two weeks later, I made a shopping list for Christmas. Like everyone, there were the obligatory “Why do I include you?” people on my list. While I’m shopping reluctantly in the department store–the men’s department–for some reason Turner’s lesson, “be your own Santa Claus” pops into my head. Guess what? The first gift I bought was for me.

I bought myself something nice and expensive, because I deserved it.

“What the heck?” I said to myself. “I’m Santa Claus.” And from that day, I have continued to be my own Santa Claus. All kinds of cool things have resulted from it:

Number 1: Christmas for me is no longer just December 25. It’s any day I choose it. (What the heck, I’m Santa Claus.)

Number 2: I can change any mood I’m in by buying myself a present. That’s one of the privileges of being Santa Claus.

Number 2.5: I’m celebrating!

In the spirit of the holiday season, in the spirit of passing down messages that can affect others forever, and of course, in the spirit of making more sales, I’m challenging you to become your own Santa Claus.

NOTE: For those of you fortunate enough to be parents, there’s not much of a transition involved, because for your children, young and old, you already are Santa Claus.

It sounds kinda selfish, I know, but let me assure you that the real Santa Claus (although I have never met him personally) surrounds himself with all kinds of fun stuff–way before he gives it away to all the good little girls and boys.

Great Gifts Just for You

Let me be a little more specific. Let me help you in your transition. There are some gifts that I would like you to give yourself this year. I’m going to list them for you–in no particular order. Some of them cost money and some of them are free–but, the best ones are free:

1. Give yourself the gift of learning. Something new everyday. Resolve that you will buy and read, study and put into practice, one book each month.

2. Give yourself the gift of making an achievable game plan to become a better person–not just a better salesperson. Shape your philosophy and your attitude, Santa, so that your actions will have purpose.

3. Give yourself more sales by giving business gifts to others that help them build their business–not expand their waistline. People don’t want food as much as they want new business.

4. Give yourself the gift of something fun. I buy art that’s fun and funny. I hang it where I can see it everyday. It keeps me smiling all the time. And others smile when they see it. By giving yourself fun, you are also creating an atmosphere of fun that rubs off on others. That’s the spirit of fun that Santa himself would endorse.

4.5 Count your blessings. Not just on holidays. Count them every day. Naughty or nice, everyone has blessings. Far fewer count them. Far fewer even recognize that they are the key to personal success and fulfillment.

O.K. Santa, I’ve given you the challenge, now your job is put the suit on and live the part. Now is the best time to try it because no one will know.

And the best part?

You’ll develop the passion that will make you more sales, while your competition gets what they deserve for Christmas–coal! Ho, Ho, Ho and happy holidays everyone!

Check back next week for my last post in the SUCCESS Sales Challenge and some final thoughts and practicals to help make 2010 a banner sales year!

Free GitBit: I have a list of questions for you to ask yourself that will help you come to a deeper understanding of your belief system. Not only are they good–they’re free. Go to — register if you’re a first time user — and enter the words BUILD BELIEF in the GitBit box.

Jeffrey Gitomer, author of The Sales Bible, The Little Red Book of Selling, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to [email protected]
© 2009 All Rights Reserved – Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer, Inc – • 704/333-1112

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