While working at the company, Ziglar became interested in self-help and motivational speaking and began giving speeches of his own. With Richard "Dick" Gardner and Hal Krause, Ziglar was a charter member in the establishment of American Salesmasters in 1963. The company's objective was to raise the image of salespeople in America by providing seminars. They began with cities across the South and Midwest (Memphis, Atlanta, Kansas City, St. Louis, Chicago, Denver, etc.), featuring speakers such as Ziglar, Norman Vincent Peale, Ken McFarland, Cavett Robert, Bill Gove, Maxwell Maltz, and Red Motley. They booked an auditorium, put together a slate of speakers and contacted local businesses to sell tickets. Audiences included insurance agents, car salesmen, financial advisors, entrepreneurs, small business owners and curiosity seekers.