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Cthrartrs
SOCIAL SCIENCES
READING ROOM
1
TESTED DIRECT SELLING
TESTED DIRECT SELLING By
ELMER WHEELER PRESIDENT, TESTED SELLING INSTITUTE
OF
NEW YORK
CITY
Author of Tested Sentences That
Sell;
Word Magic;
Tested Public Speaking; Sizzlemanship; Tested Telegrams; Tested Retail Selling
In
E.
Collaboration with
W. PROCTOR,
VICE-PRESIDENT OF THE GUILD
New
JR.
COMPANY
York: 1942
PRENTICE-HALL, INC.
Copyright, 1942, by
ELMER WHEELER All Rights Reserved.
No
Part of This Boo\ May Be Reproduced in or Any Other Means, Without
Any Form, by Mimeograph
Permission in Writing from the Author.
PRINTED IN THE UNITED STATES OF AMERICA
Approved by
The National
Association of
Direct Selling Companies
\
FOREWORD
IT HAS BEEN YEARS SINCE A COMPREHENSIVE BOOK HAS BEEN written on the application of the technique of salesmanship to direct selling.
There has been great need for such a book
covering this streamlined method of distribution as
on today. Elmer Wheeler with
it
is
carried
his lifetime of experience in sales
"trouble shooting" and sales analysis
was the person
to write
it.
It
can be studied with
of salesmen
and
profit,
not only by the great army
executives in this field, but
by those in any
other field of selling, for the principles are the same, the applications only being different.
Here the reader
will find valuable ideas "put across" so
entertainingly that the
book reads itself. There need be no hesitation in saying that the person interested in any type of selling, who fails to read it, misses an important opportunity for betterment. J.
M. George
General Counsel, National Association of Direct Sell-
ing Companies.
CONTENTS
PAGE
Foreword
vii
,
SECTION
A
Magic Moments Before You Ring a Doorbell CHAPTER
Introduction 1.
2.
It Isn't
1
What You
Sell, It's
How You
Sell It
...
.
7
Pick a Product up Your Alley and Don't Get Off on Side-Streets
15
SECTION B
Tested 3. "Is
Your Mother
Ways in,
to Get the Interview
Miss?"
May
Still
Be a Good Door
Opener! 4.
23
Elmer Works His Way through School Selling Vacuum Cleaners
5.
34
Salespeople Aren't Supposed to Pull Jack Rabbits out of Hats
.
41
SECTION C Sizzling with the Wheelerpoints 6.
"Don't Sell the Steak point
7. 8.
9.
10,
Number
—Sell
—Wheeler-
the Sizzle"
53
1
—Telegraph"—Wheelerpoint Number "Say It with Flowers"—Wheelerpoint Number 3
"Don't Write
.
If—Ask Which"—Wheelerpoint Number Watch Your Bark—Wheelerpoint Number 5 "Don't Ask
.
ix
.
.
2
59
.
66
4
72
.
78
x
CONTENTS SECTION D Sizzleful Salespeople
Know
Their Sizzles
CHAPTER
PAGE
Who
11.
"Halt!
12.
Most Mules and All People Are from Missouri
13.
You Can't Sell Shoes to a Legless Man Seven Times Is Not too Many to Ask for the Order
14.
Goes There?"
SECTION
Remember, 15.
16. 17.
It's
37
....
94 102
114
E
the Order You're After
When Buyers Hesitate—Don't You Hesitate .... How to Detect the Prospect's "Ready-to-Buy" Signals Eight Types of Women—and How to Handle Them .
.
125 131
138
TESTED DIRECT SELLING
INTRODUCTION
Y ou
can't get rich quick in direct selling.
up a good, substantial income. If you work and improve your technique, you can make a great deal of money. That means that you must
You can
build
are willing to
be able to profit by the experience of others.
The
function of this book
methods of you are
just
selling that
is
to bring
you successful
have been tested and will work.
If
beginning as a salesperson, this book will help
you over some of the rough tablished, this
spots.
you are already
If
book should help you
es-
increase your profits.
THREE THINGS YOU OFFER
A
hundred years ago people did much of
from peddlers who
food,
stays put, usually,
and other
items.
compete with these
and people go
To some
stores,
For
instance,
let's
Today, the to
him
The store-
for clothes,
extent direct salespeople
but they have three advantages
to offer: (1) service, (2) education,
kitchen strainer.
buying
traveled through the countryside.
peddler brought his store to the home.
owner
their
and (3) convenience.
say that you're selling a flat-bottom s
When
you bring the 1
strainer to the
home
INTRODUCTION
2 of Mrs. Smith so she can study
kitchen, you're
you prove that the
when
strainer won't roll over
own
in her
When
offering a special service.
bottom
it
she puts
it
flat-
down
in
a hurry to answer the telephone, you're offering education.
When work
you demonstrate
how
this strainer will lighten
her
so she can get out of the kitchen earlier every day,
you're offering convenience.
BOTH DEALERS AND SOLICITORS MAKE MONEY
When and
I
mean to include both dealers make the sale, deliver the it. As a solicitor, in the great
refer to salespeople I
As
solicitors.
a dealer you
merchandise, and collect for majority of instances, you
Some
posit plan.
sell
on the C.O.D. advance-de-
who have
dealers
a line of small items
often carry stock which they purchase at wholesale prices.
But dealers sometimes
who
sell
handle such goods as groceries or furniture
from samples or catalogs, send and deliver it.
in their orders,
receive the merchandise,
As a solicitor you would normally collect a deposit, which would be your commission, and send in your order to the manufacturer for shipment, C.O.D., direct to the consumer.
Such products suits, shirts
as
women's
and shoes
Both plans are good. the dealer for
all
method
concerned
dresses, paint, nursery stock,
are usually sold
Some
products lend themselves to
of operation; others
when
make money under
men's
on the C.O.D. plan. seem
the other plan
either setup, but
is
to
work
used.
how much
better
You can will de-
pend upon you.
WHAT
IT
TAKES
Sometimes you hear that a person has to be a born
man
to sell successfully.
I
have trained
many
sales-
people and
I
INTRODUCTION
know
that anyone can
training rules.
do a good
and experience
Of
if
more
are
They do not
Self-discipline.
successful than
and go on
They keep
their
tempers
selling.
They do not quit when they haven't They know there's a batch of all day.
Perseverance.
made
an unfriendly house-
tell
wife what they think of her.
2.
with the right
he or she follows certain basic
some people
course,
selling job
That's because they have these five qualifications:
others. 1.
3
a sale
orders just ahead.
They
3. Fact-ability.
across in
an
get the facts about their products
intelligent, interesting manner.,
They know what
objections are
4.
Objection-handling.
5.
coming up, and how to handle them. We will have more to say about this later on. Sympathy. They have a real interest and sympathy in the problems and lives of their customers.
That's
why
they get such big "repeats." If
you have a boss with a whip over you, you won't do
well in direct selling.
of the
you're a clock watcher, get a job
If
The
in a grocery store.
successful direct salesperson
most independent people on
both security and advancement. earnings are not restricted. customers,
who
faithfully.
He
His work
can't be fired.
one
offers
His
has an established group of
him and who
comes and goes
as
he
will deal
pleases,
with him
but he
knows
he uses his feet in the beginning of his career,
more more he can use
that the
the
belong to
He
earth.
He
is
It's
his
Foot
head
later on.
Wor\ That
Counts.
<#
SECTION
A
MAGIC MOMENTS— BEFORE YOU RING A DOORBELL what you sell, it's how you sell it. Pick products "up your alley." Pick things you are really excited about. If you aren't sold on the products remember that prospects won't be sold either. Once you have selected your products it's all in how you get It isn't
the story across.
A*»
WHAT YOU SELL, HOW YOU SELL IT
IT ISN'T IT'S
One
person makes a fortune selling fountain pens, and sells manure door to door in Forest Hills, on swank
another
Long
Island.
product
It's
itself,
How you do it is more important than the although the product must be good.
the Sizzle that
sells
the steak—and not the cow!
you can make a hamburger
If
twice as fast as "baloney."
really sizzle, you'll sell
But remember,
good, people won't come back for more. in selling
A
is:
Find the
if
the steak
So the
is
first
it
no
rule
sizzle to fit the product.
salesperson selling fountain pens
makes
this
approach
that turns out to be a Fizzle instead of a Sizzle:
"How
you people fixed for fountain pens?
a swell selection.
They won't
I
got
leak or break or
anything."
Does he
sell
anything?
Not with
that fizzle!
He
tells
about what the fountain pens will not do, and nothing at all about what they will do. all
You must
tell
them what the product 7
will
do
for
them!
can think of no tougher job than to
door
to door, yet
it
is
watch the salesman in
His truck of manure are garden
and lawn
"It will
the
is
make your
out in front.
grass
Your
soil richer.
He
minutes to spread
it
Long
Island.
raps at your door.
It is
spring and you
says, simply,
grow greener and make
flowers will be the prettiest
the whole neighborhood.
in
He
manure from
not on a farm,
districts of
action.
conscious.
sell
And
being done.
but in the exclusive residential Let's
SELL,
MANURE FROM DOOR TO DOOR
SELLING I
WHAT YOU
ISNT
IT
8
It
ta\es only five
The
on your lawn.
cost is
$2.00."
This direct
me
that he sells six out of ten
That's an average to be proud
homes. told
seller told
me
that his sizzle
is
of, friends!
He
the one single sentence, "It takes
only five minutes to spread on your lawn."
The
reason that this sizzle
is
so effective
is
that people in
swank suburb, don't want a man to spend a lot of time throwing horse manure all over the yard. They feel self-conscious, wondering what their ritzy neighbors are Forest Hills, a
thinking.
Most people know the benefits and advantages of having manure spread on their lawns, but the objection comes from the thought of somebody out in front actually spreading it around.
So
this direct
salesman found his
sizzle,
and got
it
across
in ten seconds!
GET UP
The is
salesperson
A PLANNED PRESENTATION
who knows
in advance
what he or she
going to say and do will get more orders than the one
has only a hit-or-miss sales talk.
who
HOW YOU
IT'S
Don't be
SELL IT
like the
9
young fellow who was so surprised when opened the door, that he blurted
woman
a young married
out, "Is the lady of the
house in?
I
suppose you're the
maid." Here's another bit of advice to put into practice in build-
ing a planned presentation: Prepare a good ten-second approach, and two extra ones in case the first one doesn't do
what you
One
expect.
of the large
vacuum
clearner companies has devised
three followup approaches to use at the door. cessful concerns
Sesame that trying
new
will
have
theirs,
work on
all
approaches until
Other suc-
no one Open people all of the time. Keep you find the one which does
because there
is
the best job for you.
A
two, three, or even four Tested Approaches you inside of the door at least 32 per cent of the
series of
will get
time. that,
With most
do much better than but sometimes such factors as the weather, time of day, products, you will
section of the country, type of neighborhood, will affect results.
Some
products will get you inside faster than others, but
them.
mean that you will make more money selling Remember that you can't always get into every
home.
Your job
that doesn't
is
to keep
up
a
good average.
Much
depends on what you say and do the first ten seconds that you are face to face with the prospect. In a formula to use in building a sureMeanwhile, review your last approach
later chapter, you'll find a fire
"door crasher."
to a prospect.
Was
it
as
good
as
it
should have been?
SELLING BRUSHES FROM HOUSE
One
brush salesman,
sales talk instead of
who
uses a
TO HOUSE
memorized, insincere
one carefully planned for a
specific
IT ISN'T
10
WHAT YOU
SELL,
prospect approaches the housewife with this sales talk:
"I'm
madam,
sure,
you are
most people in
like
intelligent,
knowledge of values when you
see
this block,
and have a
understanding,
them.
So
I
am
introducing today, as an advertising stunt, one of
new
our
remove
brushes, guaranteed to clean, sweep,
all
motions.
the dirt in your
The
bristles
Rocky Mountain
home with
a
and
few simple
are fresh off the back of
goats.
feel
Just
these
bristles.
Why, lady—" The door
slammed in his face! Then he feels himself and thinks maybe this used to be a good
sorry for
is
business,
but he'd better get a job behind the counter somewhere.
He
Poor fellow! sell, it's
how you
hasn't learned yet that
it isn't
what you
the
opposite
sell it.
Another unfortunate salesman uses
just
technique of this high-geared windmachine.
This second
fellow belongs to the Milquetoast type, and really ought to be selling ribbons in the bargain basement.
him
watch
in action.
He one
Let's
approaches the door, saying to himself, "I hope no
is
at
someone
home. is at
I
hope no one
home.
bling knees, controls his voice, fixed for brooms,
"I'm fixed
is
at
home."
But, alas,
Salesman Milquetoast calms his wob-
and mutters,
"How
ya
huh?"
fine,"
growls the prospect.
"How
are
you
fixed?"
And
another door
is
slammed.
Salesman Milquetoast
soon finds a place where the customers come to him. course,
he doesn't make the money that successful
Of
direct
HOW YOU
IT'S
SELL IT
11
salesmen do by any means, but he hasn't ever been very serious about
it,
anyway.
DON'T BE A HOW-ABOUT-IT SALESMAN Don't ever ask anyone,
"How
ya fixed for—?"
Don't be
a how-about-it salesman. If you say to your prospect, "How about a necktie, mister?" you'll probably get an answer something like this
one, "Well,
how
about it?"
And
that's
no way
to get
orders.
Be
specific.
Be
definite.
Be
confident.
DON'T TRY TO OUTSMART YOUR PROSPECTS
You can
outguess prospects safely, but you must never
outsmart them.
down
this bit of sales philosophy and learn it well. you outsmart people, they find out fast who is outsmarted in the end. It's like puffing up a hamburger with
Jot
When flour
and giving
fashion.
it
extra lard to
make
it
sizzle,
after a
Everything's fine until the buyer bites into the
hamburger.
Then he knows
that he's been outsmarted,
and
he doesn't buy again. Outguessing what people will say and
how
they will react
In that way, you anticipate their objections and have your planned answers set and ready to shoot. We'll is
sensible.
come
to that a little later on.
Learn how to outguess your prospects but never smart them.
YOUR
FIRST
try to out-
TEN SECONDS BEFORE YOUR PROSPECT
Your prospect forms an impression of you within the first call. If you and your message do not
ten seconds of your
WHAT YOU
IT ISN'T
12
SELL,
get across quickly and favorably enough, you'll not have
on you gently. You can't hem and haw want to sell is waiting for a quick
the door closed
when
the person you
story.
That doesn't mean that you should use trick openings. For example, some vacuum cleaner companies instruct their men, when
selling to people in
apartment houses, to ring
the doorbell and call out, "fumigation inspector."
That's
a trick.
The
prospect then lets the salesman in and finds that he
wants to fumigate a
closet or two, in order to give a talk
on the vacuum cleaner. Sometimes he makes a sale, but more often than not he is put out of the house because the prospect
is
resentful.
—honestly and squarely.
Get in on both
feet
How
same salesman get
can
this
cleaner
on the
cessful
salesman does
Well,
right basis?
He
it.
vacuum way one suc-
in with his
this is
the
asks the housewife just one
"What day of the week does your husband do the housework, madam?" She quickly tells him that she does the housecleaning, not
question,
her husband.
She forgets about the cake in the oven, about
her annoyance in answering the doorbell. the right frame of
"Then
mind
She
is
you're just the person
I
want
to see.
Husbands
don't appreciate your backaches and headaches with
work you have
Now,
in just
for the salesman to say:
all
the
to do."
that salesman
is
off
with a fine
start.
He
can build
up the argument
of his labor-saving device, and he has
pretty well broken
down
the argument that so
wives use, "You'll have to see It's
what you say
my
—not what you
husband." sell,
many
house-
IT'S
HOW YOU
SELL IT
TRICKS
Many
CAN
13
DANGEROUS—AVOID THEM
BE
kinds of stunts are used.
Sometimes two
different
people can take the same approach and put entirely different means in it. For example, a firm selling a metal container
designed to whip cream, gested that
its
prospect answered the
One
trickster
mix
gravy, and thicken sauces, sug-
dealers ask for a glass of water
when
the
bell.
found that she could get into many houses sick, and pretending that she would fall
simply by looking
down
the steps unless she
had some water in a hurry. she started to use the water in a demonstration, she the prospect so angry that she made no sales. What's
When made
the use of getting in
if
you
can't sell anything?
An
honest salesperson handling the same product with the same introduction, used to smile courteously at the prospect who answered her ring, and say, "I wonder if I
might
have a
little
water in a glass?"
That made the prospect curious and she brought it. Meanwhile, the salesperson followed her into the house, taking her demonstrator out together with an envelope containing a
little flour.
Then
demonstrator and showed
mixed.
she poured the water into the
how
After that, she told
smoothly the contents were
how
to
make
gravies
and
pointed out the other advantages of her product. The difference between the two salespeople was that the one who did not play sick got the orders.
OLD
Not long
MAN
JOHNSON, OF CLEVELAND
ago, I ran across a success story that everyone in
direct selling
ought to hear.
sixty years old
who
It
concerned a
sold tobacco for
found himself without a
job.
many
He
years
man
about
and one day
started to sell direct
IT ISN'T
14
His plan was
to
buy some
standing blends, and
call
fine tobacco,
on
WHAT YOU
make up
a
few
SELL,
out-
prospects in the Cleveland area.
But over and over, he heard the same objections, "I like your stuff, costs $3.00 a
Mr. Johnson, but
it's
too expensive.
It
pound."
"That may be true," he much you pay per pound know how do you
Finally he found an answer.
came back, "but
for those cigarettes you
smoke?"
"No," answered the prospect uncertainly.
"You pay
$9.00 a pound:'
Figure that out for yourself. Tested
Selling
Sentence,
climb the ladder to prosperity.
men
in Cleveland
buy
So don't ever forget
See how, with one fine
Man
Old
Johnson
started to
Today, nearly two thousand
their tobacco direct this first
from him.
selling idea
from
this first
chapter: ">h
It isn't
what you
sell
—
It's
how you
sell it.
Get in on Both Feet—Honestly and Squarely.
A PRODUCT UP YOUR ALLEY AND DON'T GET OFF ON SIDE-STREETS
PICK
The grass looks greener in the other fellow's yard. Too many people cry, "We want a new mayor" until they get one and then they still cry, "We want a new mayor."
IN ORDER TO BUILD YOURSELF A TESTED SALES TALK, FULL OF you must pick the products you want to sell. You
sizzles,
may
like a
number
of different ones.
Consider
all
of
them
before you decide.
Chapter but
1
told
how you
Mary earns as
you that
it
isn't
what you
Jones,
who knows how
much
as $200.00 a
to put a presentation across,
week, while Joe Smith makes
only $20.00 selling the same product. things that
that counts,
sell
sell it.
Mary
in the
It's all
does and Joe doesn't do.
The
fault
little is
not
with the product.
Of
course,
it
may
be that Joe
is
trying to
sell
vacuum
which he isn't interested in, instead of shrubbery, which he knows all about. In this case, Joe had better get cleaners
in touch with a nursery firm to his heart in his
that will bring
work, he,
him
sell this line.
too, will
"big" money. 15
If
he puts
soon develop the sizzles
PICK
16
A PRODUCT UP YOUR ALLEY
know you will li\e to sell—any prodyou—and that you enjoy thinking about.
Pick the product you uct that interests
Don't try to handle a line that brings you a groan instead of a grin.
Successful salesmen sell products they li\e.
For instance, you probably wouldn't want to sell manure from house to house in Long Island. If you tried it, you might be so disgusted that you wouldn't care what you said. You wouldn't hold that job long. Yet that farmer boy I mentioned has plenty of money in his pocket every Satur-
day night from
He
manure.
selling
likes it; It's better
He's
right.
that you like
than walking behind the plow.
You must pick the and want and respect. You should
product
So are you.
first
ask
yourself:
"What product do Food products?
uum Don't
like, all
try
sell
even
make it,
if
interested
Dresses?
Jewelry?
Books?
Hosiery?
Vac-
Corsets?
Greeting cards?"
Chickens?
a product you don't
a mistake to try to
It's
I
Insurant?
Nursery stock?
cleaners?
Brushes?
What am
like?
I
Overalls?
Paint?
in?
sell
li\e.
something you personally
you know the salesmanager and money selling for that company.
If
you
and the world
will
lots of
you'll lose confidence in yourself,
lose confidence in you.
Be sure
that
a particular item because you like
Once you have
dis-
your friends
settled
it
you
and
really
on the product, ask
second important question:
want
to sell
are interested in
it.
yourself this
AND DON'T GET
OFF
ON
SIDE-STREETS
17
"What company do I like? Shall I choose the bigcompany in this line ? Or the smallest ? Shall I select the newest firm? Which has the fairest
gest
plan for salespeople?"
Ask
the people around you about the firms in which you
are interested.
Consult others in direct
hear unfavorable for
stories
You'll avoid trouble later,
it.
working with some other firm. Don't make up your mind too in love with girls at
court
is
Don't
selling.
If
about any one company, don't
first
and
If
sell
you'll feel better
Men
hastily.
sight.
you
seldom
fall
they do, the divorce
soon visited to undo the knot. a salesmanager quickly, either.
fall for
Don't leap
Remember, you are going to pick the right product and the right firm, and make a big success of selltoo suddenly.
Rolling stones haven't changed their habits.
ing.
THINK TWICE—AND THEN AGAIN— BEFORE YOU LEAP
By
the time you finish this book, you're going to build a
fine Tested Sales Talk.
good
if
you
sell
It
won't do the job you want any
a product you don't like or
if
you are work-
ing for a company you can't respect.
Think twice before you
leap once.
sidering a product you don't like.
number
of things you have failed to
firms you couldn't get along with.
out hearing such
"Why,
me
that salesmanager
me
number of managers are worn
sell,
Sales
or the
alibis as these:
"They wouldn't give held
Don't waste time conDon't take pride in the
back." 1
a fair chance."
was
afraid of his job
and
A PRODUCT UP YOUR ALLEY
PICK
18
"The company
going to the dogs, so
is
I
moved
out."
"Nobody can (for a
"The
sell their
I tried their line"
products.
whole day). competitors put out was better."
stuff that the
a progressive guy down.
"Aw, they hold
They
don't like ideas." alibis before.
You've heard these
I
hope you haven't used
you have, that's all past. Don't start to sell something and keep wondering if it's the right product for you. You've got to be sold on the product and the firm
them, but
if
before you begin, then you won't be depression-minded, worried, unhappy thereafter. You're going to avoid this particular pessimistic situation
ing on a
line.
Pic\ a product that
IT'S
When
by thinking twice before tak-
you
sit
is
"up your
alley."
ALL IN YOUR POINT OF VIEW
down
later
on
to build
some Tested
Selling
Sentences, you'll find that your selling will become more That assumes scientific, more enjoyable, more successful. that you are selling a product
Perhaps you should change
jobs.
alley."
Think about
it
twice,
you must learn a new line: have to meet new people; you may have to give up
and then you'll
"up your
again.
It
means
that
your customers.
The grass may loo\ Maybe the fellow in
greener in the other
field.
Is it?
the other field wishes he were selling your line. Probably he thinks you have a marvelous prodMaybe he'd like to swap. This sometimes happens. uct. Successful salespeople are like high-geared rnotors; they
AND DONT GET
OFF
ON
SIDE-STREETS
19
have a
lot of fine power, but they have to be "aimed" just and kept under control to get best results. This isn't a pep book with ideas that will fizzle out, but a book that will help you to put words together to make people buy faster from you.
right
^
You have to get the right product and the right company Then you have the steak ready to sizzle.
for you.
SQUARE SALESMEN WON'T
FIT
ROUND PRODUCTS
Not long ago, a beginner in direct selling wanted to know where she could find the names of some firms selling foundation garments.
her to get
all
You'll be interested in
my answer.
I told
the magazines in direct selling and to read
the ads carefully,
and
that in
them she would find several was looking for. She was
firms offering just the line she
also to read any articles that might have anything to do with foundation garments, because they often contain good
pointers.
suggested that then she should get in touch with some of her friends who were in the field, even those who were not selling merchandise. company's reputation spreads. I
A
In this
way
she could find out about the sort of cooperation
she could expect, the general price range, the quality of the product, and other important things.
From
this information, she
firms that looked best
mation.
was
all
to her.
one or two of the and write for infor-
to pick
angles,
She was to study carefully the answers to her ques-
reading every word of the
tions,
tions
from
If
still
letters
and
circulars sent
she didn't understand anything, or had any ques-
unanswered,
I
told her to find out the
answer be-
fore starting.
Do
you see
why
all this is
necessary?
If
you honestly
feel
PICK
20
A PRODUCT UP YOUR ALLEY
that you have to change your line to
follow the procedure above. right*
do
In this
justice to yourself,
way
you'll get the
product and the right company, and you'll be pre-
pared for the art of finding the
sizzle.
Be sure
to
remember
the sales rule of this chapter: Pic\ the product "up your alley" and don't get
off
on
side-
streets.
Successful Salespeople Sell Products
They Li\e.
SECTION B
TESTED
WAYS TO GET THE INTERVIEW
How successful salesmen get inside the door. The right words go a long way. Some typical objections and
how
to overcome them.
"IS
YOUR MOTHER IN, MISS?" MAY A GOOD DOOR OPENER!
STILL BE Learn
how
door.
Don't
compliment the prospect who answers the Don't argue. Try using compliments; they go a long way. Your words can go right to to
insult.
the heart of a prospect.
Is
YOUR MOTHER
She knows the
knows still
that
it
MISS?" ASKS THE DIRECT SALESPERSON.
IN,
woman
at the
door
makes a person
is
over forty, but she also
know
that she
the mother in this house," says the
woman,
feel
happy
to
looks young.
"Why, I— I am shyly,
and blushing a
bit.
She looks kindly
at the sales-
person.
"Well, now, now," says the salesperson, "I'm certainly sorry. I—I—well, here is a free brush for my making such a mistake.
I'll
bet a lot of people
make
the same mistake,
don't they?"
The
lady of the house appreciates the compliment.
thinks: "This
house.
Why,
woman I
and next month
thought that
I
She
was the Miss of the
have two grown daughters, both married, I'll be a grandmother." 23
24
YOUR MOTHER
"IS
And now
the salesperson
is
She takes
it.
fine little brush.
She the
empty sugar
Do
you think
prised to
know
ciples are
year. sales
.
.
this story
line.
to her.
Finally she goes to
.
is
You'll be sur-
far fetched?
that sales talks based
upon the same
prin-
being carried out successfully every day of the
Compliments go a long way toward breaking down resistance. They are used probably more than any
other inducement in to a
She speaks pleasantly
pantry and gets the $3.00 for the
jar in the
brushes she has selected.
MAY
MISS?"
embarrassed and giving her a
her in and inspects her
invites
IN,
good
all
kinds and fields of
selling.
Listen
saleslady in a dress shop sometime.
SAY
WITH PERFUMED WORDS
IT
You can compliment praise their front yards.
people in
many
ways.
You can compliment
You can
the child on
the lawn, the dog, the color of the house, the furniture on
the porch.
You can
please a prospect with a sincere smile.
You
can
praise his or her judgment either directly or by asking for
an opinion on some pertinent matter.
"We
making a survey of this neighborhood," says the salesperson, "and it was suggested that your opinion would are
be of value to us."
The
prospect
wife had
said,
is flattered.
"You men
Yet this salesperson
wanted
He
Why,
only that morning his
are useless around the house."
on the porch thought
his opinion.
He
differently.
He
gets in the door.
used perfumed words, words that complimented the
prospect, yet did not
do
compliment too crude.
so obviously.
He
didn't
make
his
Like good perfume, good selling
words must be well chosen.
A GOOD DOOR
STILL BE
OPENER!
DON'T PUT ON TOO
Other things being equal, the
The
most dances.
gets the
25
MUCH PERFUME girl
with the subtle perfume
wallflower has too
much
per-
fume, or none.
The same rule applies in selling. Use perfume. Don't make your perfume too strong. Don't daub it on. Make your perfumed words just strong enough so they will be gladly noticed.
"My, what a
But don't is good perfume. comments as this, "My, what lovely hair Have you ever thought of going into the
lovely lawn,"
try such personal
you have, lady. movies?"
Perfume your opening statements, but not so much that they smell strong.
THE AIRLINE SALESMAN GETS THE INTERVIEW His job
is
to
sell
flights for $425.00
a Travel Plan
—$500.00 worth of airplane
cash, in advance.
The customer who
buys the Travel Plan will save $75.00 After considerable research,
proach to the secretary,
we
who was
arrived at
an excellent ap-
Sales Resistor
There was no way of getting around the
Here's
we had
The salesman approached
the sec-
retary
some way of getting her on our
how we
and
did
it.
1.
So
Plans are sold to successful business executives. to figure
Number
secretary, as the
said, "I'd like to see
side.
Mr. Smith about his
last
flight."
Immediately she assumed that the
man
in front of her
had some important information. Did the boss lose something? Did he interfere with the law somewhere? Did he witness some important action ?
26
"IS
YOUR MOTHER
IN,
She picks up the telephone and says to her Jones, of the airlines firm,
is
That worried the
flight."
MISS?"
MAY
boss,
"Mr.
here to see you about your
boss, so
he
let
last
the salesman in.
Now, this begins to sound like trickery, doesn't it? And we have agreed that trickery is taboo. But let's see how this develops. The salesman sat down and said: "On your last flight, Mr. Smith, you paid cash, didn't you?"
At this the boss really was worried. Was something wrong with the money? Maybe he paid out counterfeit? But the salesman reassured him.
"You spent $15.00 Did that remark
too
much by paying
us cash."
interest Mr. Smith? It certainly did. So he listened mighty carefully as the salesman explained:
you had used our Travel Plan, you would have saved $15.00 on that trip. Over a period of time, according to "If
our Travel Plan you can save $75.00 on every $500.00
worth of
The
travel."
boss
is all
tion of the plan,
Of
attention.
He
gets a complete explana-
and buys, in a surprising number of
course, part of the success of this presentation
is
Tested Selling Sentence that got the salesman into the
cases.
in the office.
The rest of the success was in the carefully perfumed closer: "You see, Mr. Smith, I knew that this is the sort of plan which would appeal
to a progressive businessman like you."
SALES METHODS SHOULD BE PERFUMED, TOO Incidentally, the Tested Sales
Methods* that went with
these Tested Selling Sentences* were
most
effective.
The
salesman didn't stand in front of the secretary with his hat
* These expressions have been copyrighted by the author.
A GOOD DOOR
STILL BE
OPENER!
and overcoat on, waiting
Upon at
27
to see
he would be admitted.
if
entering the reception room, he took off his overcoat
He
once.
acted important, and just a
Then, when he had used
his Tested
little
rushed.
Approach Sentence, he
turned his bac\ and walked away from the secretary.
All
of this combined forced the secretary to call her boss at once.
you happen to be
If if
you find
to get past the girl in the reception
it difficult
room, try a variation of that hat,
and
overcoat,
sales
method.
you are wearing one.
if
youVe announced
after
an item to businessmen, and
selling
yourself.
Above
Take off your Turn your back
all,
act as if
you
expect to get in immediately, without question or argument.
This method will not work will help
all
INDIRECT FLATTERY If
the time, of course, but
you to get into a large number of
you will learn
how
to
IS
EFFECTIVE
compliment people
especially in those first critical ten seconds
them But
face to face, you'll find that sales
compliments are great
just as subtle
sincere praise
may
your prospect.
ruin
Now
it
offices.
gracefully,
when you meet
go
faster for you.
sales builders, in-
Put yourself in the place of
sales.
try your
compliment again.
Does
it
sound reasonable, sincere?
"What
is
your idea, sir?"
who
salesperson
uses
it
is
a sound compliment.
The
finds that the prospect does a lot of
the talking, explaining his ideas
an order. work, try
and often selling himself you don't believe that a question like this will on the folks at home, or on your Church Com-
If it
You'll find that people ti\e to be as\ed for their
mittee.
opinions.
"Yd
li\e to get
some help from you"
if
really
meant,
is
28
YOUR MOTHER
"IS
IN,
MAY
MISS?"
an excellent approach.
Few
when you
But, of course, you have to be
ask for help.
people will throw you out
on
the level. "I've often
someone
to
heard of you," is a splendid way of greeting you have been introduced. But it must
whom
One salesman found that he could use this safely when he had previously asked someone about the man he be true.
was
to meet,
and had become familiar with some of the
things his prospect had done.
me
This salesman told
that
was especially effective with people who felt they were really topnotchers, and that the world was
this greeting
that
watching them.
JOT
DOWN SOME
Get a piece of paper and a
SIZZLERS
pencil.
Write
down
a good
sentence of twenty-five words or less that you can use to-
morrow
to
compliment your
prospects.
Plan to use
it
early
in your interview, perhaps at the beginning.
Are you going to ask for an opinion? Can you ask for help of some kind? How can you interpret your product in terms of such sales builders as these:
"My company
wants to get your opinion of these
stockings." "I'd like to
have your help in picking our color
line
for next year."
"What do you think of these bristles, madam?" "Which of these would appeal to most people, do you think?"
"Would you wash this more than once a week?" "What do you look for in a baking soda?"
STILL BE
The
A GOOD DOOR OPENER!
29
you should ask for help; ask for advice. and with less effort if you use a compliment, than if you try these oldtimers: point
is
that
You'll get inside the door quicker
"Could
I interest
you in something in shoe polish ?"
"I'd like to take a
moment
to
show you some new
brushes." "I
know
you're busy, but
it
won't take long to dem-
onstrate this gadget."
"Would you be
interested in a food line?"
BOIL
You've heard
all
OUT THE
FIZZLES
of these sentences fizzle out.
They
don't
work, so get to work and think up a new, really good sentence. It should have just the right compliment. Don't overdo too
it.
much.
Don't try to make
it
too complicated.
Let your sentence have enough in
it
to
Don't
tell
make
the
prospect start talking.
People won't wait even one minute to listen to meaningless words. So watch your approach.
Get your approach down to ten seconds—no longer! Have several different approach sentences ready in case your first fails, but in the meanwhile let your prospect say something,
if
only, "I'm not interested."
brushes, for instance,
and your prospect
If you're selling
says she isn't in-
you can come back quickly by saying, "I know you madam, but you are interested in cutting your housecleaning time in half, aren't you?" You've got a good start. She can't say, "No," to this terested,
aren't interested in brushes,
leading question.
You've asked her the right question to
get the right answer.
All in ten seconds, or
less!
30
YOUR MOTHER
"IS
That's
down
what
until
mean by
I
sizzles.
it
sizzlemanship
Be prepared
to
MISS?"
IN,
—boiling
MAY
the idea
back up your per-
smile and your perfumed attitude with perfumed
fumed words.
That's true invisible selling and
cessful salespersons in every field Sell the sizzle
Mark down
it is
used by
and kind of
all suc-
selling.
and not the cow.
this sales rule:
Compliments go a long way but the right words go way!
all
the
And remember: A WHEN
small compliment
is better
than a big foot in the door.
SHE GREETS YOU WITH THAT WHAT-DO-YOU-WANT STARE!
Have you
answers your knock at the door? to
woman who
ever put yourself in the place of the
go out soon.
The baby
Her husband was
is
She's busy.
Then she Maybe you're
cross.
you're a bill collector.
She wants
The milkman
crying.
hears the tax
you.
is late.
Maybe Any-
man.
way, you interfere with her plans. So do you wonder she greets you with a what-do-ycw-want stare?
Approach on her, and if it doesn't click instantly, she tries to give you some excuse—any excuse and run. For instance, a saleslady for a dress house recently had
You
try a Tested
one prospect dresses
from
"That's
all
my
right," said the saleslady, "but I bring
you
tell
her, snappily, "Sorry, but I
stores I
all
know."
special, individual service.
me
buy
Now
I
know you want
to be
few minutes to explain the advantages of fair, so give Remember, all of the big merthis home shopping service. chants
a
downtown were once
chance?"
small.
Why
not give
me
a
A GOOD DOOR
STILL BE
A
OPENER!
31
paint salesman often runs into people
from
strangers.
who
don't buy
Here's his answer:
And you can decide me and my company and our business methods in a minute or two. To be fair, won't you let me explain?" think you're perfectly right.
"I
about
Notice the appeal to the prospect's sense of fairness? That's
how to use
many
prospects simply use the stock phrase, "I haven't
Of
time."
a
little
perfume where
course, if such a prospect
is
counts.
it
taking care of a sick
baby, that's one thing, but often the excuse
One this
grocery salesman
tells
me
A great
is
just a stall.
he has had good luck with
answer:
sympathize with you, because I'm pretty busy
"I certainly
myself and schedule. offering a
I
But
know how
Ym
these interruptions upset your
here to save you time.
home shopping
get dressed and waste time going out to
You
see,
I'm
you won't have to
service so that
buy the things you
need."
What
can you say
when
the lady at the door interrupts
My husband is out of work"? Well, let's say you're selling winter underwear. Try an answer somewhat like this: and
says, "I
haven't any money.
"That's too bad, but
now.
Because
avoid doctor's
I'm
maybe
it's
now you want bills.
With
selling, you'll find that
this
to
came economize; you want to just as well that I
bargain in underwear that
everyone in the house will have
fewer colds, and so you'll have less sickness this winter. This underwear is warm and strong. Let me show you." IF
YOU'VE GOT TO CALL BACK, MAKE
Frequently you run into prospects but are too busy to talk now.
IT DEFINITE
who seem
They want you
to
interested
come back
32
"IS
some other
YOUR MOTHER
There's just one
time.
way
IN,
MAY
MISS?"
to handle them.
Pin them down.
woman
For example, a young gets a definite
appointment
tomorrow morning morrow.
Maybe
Then,
if
tries
it
the prospect
is
once more: "This
going to see
me on
few minutes
I'll
It's
down
Mrs. Jones,
of us.
worth
is
home toTomorrow is Tues-
the prospect won't be
again: "Let
we make
Suppose
day.
tries
She
way: "Well, how would thirty? Or would
at about ten
be,
eleven be better?"
this
household utensils
selling
me
see.
Thursday afternoon?" going to be busy
the
street, is
call
If
you can spare a
be glad to drop in then." trouble to
all this
back.
week, she
busy, too, but she's
Saturday morning.
make
a definite appointment,
because you have an excellent chance to
you
all
going to be a busy week for both
Remember,
WHEN THE
make
when
a sale
you're calling at her invitation.
PROSPECT SAYS, "NO."
BANG!
was out with a new man, making his first call, when we ran into a man who must have just lost an argument with his wife, because when he saw us at the door he said, "I I
don't
want any."
Now,
I
Bang!
couldn't give
him up
as easily as that, so I stood
and wondered while the new salesman waited to answer I might have to that sort of introduction. I
took out a card and wrote
"I'm sorry should have to tell
and
I
this note
what
Finally,
on the back:
interrupted at such an inopportune time.
known
you'd be very busy.
I
I'm very anxious
you about a product which will save money for you,
I'll
be back tomorrow evening at seven o'clock.
you can spare
We
him
see
me
a
were and he
few minutes then." did.
I
hope
STILL BE
A GOOD DOOR OPENER!
33
Nine out of ten people who are needlessly curt are of.it as soon as you are out of sight. Give them another chance, but you must accept the blame. They'll be ashamed
much
nicer next time you
When
call.
you accept the blame for the
you must be particularly
prospect's
Try
tactful.
ill
humor,
it.
WAIT FOR THE DOOR TO OPEN Before
close this chapter, I
I
young man who wanted
had
was
fine
that
start at
started at the first house,
across the street Still
began
and
very
wonder.
bell,
side,
He
gave the
—no
bell a tiny push,
and
He No answer.
went Back the door. By
at once.
one came to
fast.
no one on the whole and the salesman made each trip
street in half the
street,
and then back again.
tried the bell there.
he was lucky
to
one corner of the
when no one came
now he was walking swered a
little
house on the opposite
sighed with relief
I
you about a
he didn't wait for the door to open.
His instructions were to
again.
to tell
money that a good diweak in the knees. The
the
approach sentences, but no prospects!
cross to the
He
make
makes, but was a
rect seller
trouble
to
want
If
time of the previous
trip,
how
street an-
across the
long before
he would be ringing doorbells on both sides of the street at the same time? More important still, how much would he sell?
Anyway, many puzzled people watched this salesman finand wipe his brow. He went back to bargain
ish the block
basement next day. You've got to have someone to tal\
\now how good your approach
You
to,
otherwise you'll never
is.
Can't Sell Anything to
"Nobody"
ELMER WORKS HIS WAY THROUGH SCHOOL SELLING VACUUM CLEANERS
How
one company gets
its
talks are inferior to
I
planned
The
right
Canned
sales
chance at the door.
words and the right methods
click
again.
talks.
HE SUN WAS BOILING DOWN ON
MY HEAD AS I WALKED DOWN New York, that afternoon.
that lonesome street in Syracuse,
My
machine was heavy in
and
heavier.
From
my
hand, and getting heavier
bitter experience, I
had learned
that
when I tried to invade one of those yards guarded by a German police dog, I was apt to suffer damage to the seat of
my
in
life I
pants.
Even
my
tailor suffered
found need for a planned
with me.
So early
sales presentation,
started to develop a Tested Selling Sentence to get
and
I
beyond
the "big dogs" that didn't like me.
would ask one of the kids in the neighborhood, "What's name of that dog down there ?" The youngster would look up and say, "You mean that big fellow with his nose I
the
over the fence?" "Yes, that's the one,"
I
agreed, and 34
I
would get some such
SCHOOL SELLING VACUUM CLEANERS answer
"Oh,
as,
made my way
that's
That's fine, thought
(You
slowly towards Butch.
towards big dogs
Then came
Butch."
35
named
don't
and
I,
walk
fast
Butch.)
the tested selling.
began saying, "Hello, Butch.
As
How
I
approached Butch,
are you,
Butch
?
I
Nice
day, hey, Butch ?"
Not that Butch ever answered, but he maybe he did know me after all. I cer-
got to thinking tainly
met
knew
his
name, and talked
to
him
as
though we had
before!
EVEN DOGS. LIKE TO HEAR THEIR
OWN NAMES
Indeed, dogs do like to hear their own names, and while Butch was mentally scratching his head, wondering if it
was
all
doorstep.
needed! it
me pass, I was walking by him to the had gained the decisive ten seconds that I you don't think this tested method works, try
right to let I
If
sometime, but you'd better have on an old suit of clothes. I
up
learned, too, that there to the front porch.
out (which
I
was a
When
tested
method
I shuffled
of walking
up, looking tired
usually was), the lady of the house, watching
from behind the curtain, would say to herself, "What? Another tired salesman to rest on my front porch!" She wasn't "at home" when I rang. So I developed a Tested Walk. I came up briskly, as if on an errand of life and death (which it sometimes was), and then, if the lady were peeking from her curtains, I would at least look important.
DONT
No
MISS THOSE FIRST TEN SECONDS
doubt that good lady might be thinking, "My, that has something on his mind. Maybe something happened at the plant. Maybe I won that contest I entered.
man
WAY THROUGH
ELMER WORKS HIS
36
Maybe
my
the newspaper wants
She would be
picture."
right at the door.
At
this
moment
another important thing happens:
ten-second loo\ that the lady gets of the salesman on
first
the doorstep often ma\es or breads the If
she should see
my
in
The
So
I
vacuum
cleaner
hand, she would probably slam the door and
"I've got a cleaner.
sight.
me
sale.
standing there with a
vacuum
learned to put the
The
first
say,
Good-bye!" beside the door out of
thing this lady would
see,
would be a man
standing with his hat in his hand and a broad smile on his face. I
That's right.
You can is
method of ringing doorbells. Doorbells can be rung in different ways. can't you, how angry that fellow behind you
also learned the tested
tell,
by the way he Sometimes
listening,
I
presses his
horn?
think that prospects can
when an amateur
is
tell,
from
years of
Most
pressing the doorbell.
beginners are saying to themselves, "I hope no one
home.
I
hope no one
So when
is
at
when
I
leaned against
it,
just as
they want to get out of the rain
into the comfortable front parlor.
times dropped a book at
at
home."
/ rang the doorbell
mothers-in-law do
is
its
And
the prospect some-
most exciting point to get
to
the front door in a hurry!
BUT
The
AH—WHERE'S
prospect wouldn't find
me
ELMER? right at the door.
You
would step back and to one side of the door so that she would not hesitate to open the door wide. She saw me standing there smiling and heard this early Tested Selling Sentence: "My name is Wheeler. I'm from see, I
SCHOOL SELLING VACUUM CLEANERS
37
Brown Vacuum Cleaner Company. Do you know trade-in value of your vacuum cleaner ?" the
the
No, she does not. She has never thought about it, but it would be interesting to know what the machine is worth. So she
replies,
Now will tell
you
"No, what
comes the second
me
know
make and
the
it?"
is
step.
The salesman
serial
number,
I'll
says, "If
you
be glad to
let
the trade-in value."
A woman
probably knows the
never remembers the
serial
make
of her cleaner, but
number.
NONE OF THEM KNEW
IT
Not
in a single case did any woman know the number, and nine out of ten of them, with mathematical precision, would say, "I don't know the number, young man." Then,
four out of the nine would say, "But if you don't mind coming into a dirty kitchen, I'll be glad to get it for you." At
any
rate, that
was
my cue
to pick
up
my
cleaner
and follow
the lady into the kitchen.
How much
more
effective
than the old canned and-stutter
this
method: "I'm working
How
madam.
was
are
planned presentation
sales talk, the old hit-or-miss
stammer-
my way through
college,
you fixed for a vacuum cleaner, lady?
They're special today, only $79.50."
More "If I
often than not the
had $79.50
I'd
woman
move out
slams the door and says,
of this neighborhood."
ELMER DISCOVERS FLATTERY
Once hands.
inside the house, I have another
The
problem on
my
ten seconds inside the house are almost as important as the ten seconds on the doorstep. I look around the house,
first
and search for something on which to place a
bit
WAY THROUGH
ELMER WORKS HIS
38
word perfume.
of
a canary bird, I say, "Will
If I see
it
sing?"
Why
Anyway, she
sing? If
would a woman have one
in thunder
make
tries to
she doesn't have a canary,
"What's the dog's name?" dog.
She
Remember: Love me,
it
I'll
sing for me.
look for a dog and ask,
me and
tells
my
love
didn't
if it
I'd talk to the
dog.
But sometimes the lady doesn't have a canary bird or a dog or a cat. Maybe she has a child. Once again I employ "What's the
the same technique.
Suppose
it
is
Mary.
"How
eternal tested question,
Every to
little
child
twenty-one— and Mary
enables
me
I
ask the child the
old are you,
taught to
is
name?"
child's
Immediately
says,
tell
her
Mary?"
age—until
she gets
"I'm tree years old."
That
"My, you're tall for your age," me what a wonderful child Mary
to say, surprised,
and Mother begins
telling
is.
YES, ELMER,
BUT SUPPOSE THERE'S NO CHILD?
Yes, suppose there's
what?
I
no canary, dog,
find that at heart every
decorator, or wishes to be one.
look at her draperies,
Did you
and
say,
So
is
an
I capitalize
on
"My, what
Then
or child.
cat,
woman
interior this
and
lovely draperies.
ever study interior decorating?"
This pleases
my
prospect.
She
starts right in to tell
me
about her talent for interior decorating—how she bought those draperies herself—how the neighbors call her in to assist
them
new arrangements
in planning
of furniture.
sometimes I have to have a Tested Selling Sentence
Why, to make
her stop so that
cleaner and explain are able to If
make on
I
what
can get the
number
serial
a liberal trade-in
of her
allowance
we
it.
you don't think such a compliment
is
appreciated, try
SCHOOL SELLING VACUUM CLEANERS
Try
it.
"Alice,
it
I
tonight,
if
39
you're going out.
Say to your
hostess,
never thought to ask you, did you ever study in-
terior decorating?"
You'll be her friend for
You may
DOWN TO WHAT YOU SAY
ALL BOILS
IT
life!
not be selling vacuum cleaners, but
this
same
technique can be applied to anything you are selling.
Use
this
formula.
worked
It
my way
Let's sum up. Watch that
slouch.
has been tested and
it
through college using
I
know.
on the doorstep.
impression
first
works.
Don't look washed up.
I
it!
Smile.
Look
Don't
business-
like.
Have
three
good approaches
one or the second
may
depend upon.
to
The
first
not work.
A TYPICAL PRESENTATION Here ago.
are three approaches
While
which were used some
years
these have been modified with the years, they
are essentially the ones in use today: (1) I:
My name You
is
Wheeler.
I'm from Mandelbrake's.
received a message like this, didn't you?
(The message about a
free cleaning
was
left
on
the doorknob the day before.)
woman:
Yes,
I
received the message, but I'm busy. (2)
I:
Perhaps
I didn't
make myself
charge for this service.
clear.
It is free,
and
There it
only a moment.
woman:
Yes,
I
know
it's
free,
but
I
am not
is
no
will ta\e
interested.
.
ELMER WORK* HIS
40
WAY THROUGH
(3) I:
You free,
get a rug
and
That's
woman: I:
woman:
and one piece of furniture cleaned
get credit for them.
I
We
both benefit.
fair, isn't it ?
Yes, that's fair enough, but
—
(softly) It will take only a minute.
We-1-1,
if it
takes only a minute,
come
in.
When how
to
you come to the Five Wheelerpoints, you'll find build yourself a Tested Selling Approach, and you'll
find that the
first
ten seconds are the most important in
selling yourself to the prospect.
You'll find that your selling talk
the prospect senses
must be
any high pressure,
invisible, for if
you'll get
You'll learn, too, that the sales talk that
nowhere.
sells fastest is
one you don't hear.
Remember
that sound sales philosophy:
You never hear
It's
the sales tal\ that
the Sizzle That Sells the
sells
you.
Stea\—Not the Cowl
the
—
SALESPEOPLE AREN'T SUPPOSED TO PULL JACK RABBITS OUT OF HATS In the South, you can capitalize on the
men
good only if they get doors opened. you are certain to meet.
are
FlERE home," gets
States,
YOUR FREE COPY OF 101 WAYS TO IMPROVE YOUR and modernizing salesman. That
inside.
many
that
we
where screen doors
you
can't get
much
through a screen door! above.
pect
who must
me
tried, especially in the
Southern
create a real sales problem. sales
So
The salesman holds
he reaches for let
objections
learned from experience that this was the best ap-
proach of
all,
Some
says the roofing
him
We
IS
Book salesDoor openers
flies.
use the little-daughter-at-school slant.
we worked
out the approach
the booklet towards the pros-
open the door to get his free copy.
it,
After
appeal across to a prospect
Just as
the salesman says, "Before giving you this,
point out a few highlights."
—before he has a chance to get resentful
Then, quickly
the salesman shows pictures of block,
how
Mrs. Green, in the next
had her kitchen re-done, and how Mr. Robinson
fixed the roof. 41
ARENT SUPPOSED TO
SALESPEOPLE
42
The
prospect
is
interested.
Men
are always interested in
friends and neighbors are fixing up their homes.
how
Suddenly the salesman looks up and into your house.
flies
He moves If the
I
"My, I'm
says,
letting
shouldn't do this."
inside.
day
cold,
is
and the house has a regular door in
place of a screen door, the salesman varies his approach
with,
"My, I'm
letting the cold in.
.
."
.
And
he
steps in-
side.
The salesman The prospect is
He
usually
would
have 6
towards a
fine progress
sale.
interested in his before-and-after pictures.
considers his
like to
makes
own home.
Yes, his wife
would probably
feet of extra space in the pantry.
love to have a
den in the
attic.
Yes, he
Yes, the salesman can
measure the rooms, but he understands, of course, that the
owner
The
isn't
ready to decide on anything.
salesman leaves the enthusiastic prospect, goes back
to the office to figure costs
cold on the proposition.
"You but
we
certainly
my
had
wife and
can't afford
it
I
me
and returns
Many
to find the prospect
times the
man would
say,
interested in that remodeling job,
figured that
no matter how cheap
it is,
now."
A NEW CALL-BACK TECHNIQUE Obviously, the salesman's chance on his call back was out of his hands.
So
we worked
out a
new
technique for his return
visit.
Instead of getting ready to talk price, the salesman took a
new
set of pictures.
some more
His approach was, "Mr. Jones,
I
have
interesting before-and-after pictures for you."
Mr. Jones reached for them, and the salesman asked, as before, "May I step in and point out some interesting fea-
43
PULL JACK RABBITS OUT OF HATS Well, he had
tures?"
or less obligated.
him
let
He
He
in last time.
feels
mentioned money, so perhaps he only wants
hasn't
some more
to
he
show
interesting pictures.
Usually such a
back
call
made during
is
the husband and wife are together.
when
more
Besides,
can't very well refuse.
the evening
But the wife
pays no attention to the salesman, until the salesman sud-
denly turns to her and like to
The
have 6 extra
says,
"Mrs. Jones,
feet of space in the pantry."
wife looks at the husband.
like to if they could afford
"It will not cost
From
how would you
it.
Yes, she admits, she'd
The salesman
more per month than your
has an answer,
radio."
this point, the sale develops fast.
The salesman
made larger at a cost of "And you can surely afford that,
points out that the pantry could be
only a dollar a week. can't
you Mr. Jones?"
Notice the difference between the two approaches. the
In
the salesman tried to talk price through the screen
first,
In the second, he was seated at the dining-room table
door.
with an interested husband and wife. It's
what you say
—not what you
AN APPROACH
I
sell.
DON'T LIKE
Earlier in this book, I've stressed the fact that tricks
not wanted
tricksters are
approach
is
becoming
in direct selling.
so
common
One
today that
and
such trick it
deserves
mention here.
A
Western Union boy rings the doorbell and when the
woman survey tor.
answers, he hands her an egg.
is
It
being made.
will be picked
your help."
Please put
up
in a
few
this
Then he
egg in your
days.
says,
"A
refrigera-
We will appreciate
44
SALESPEOPLE AREN'T SUPPOSED TO
The
woman,
considerably
peeved, puts the egg away. rings her bell
and reminds her of the
can see where she put All of this
chance to
is
somewhat
He
egg.
asks
if
he
in the refrigerator.
a trick, of course.
her
tell
it
and
mystified
Several days later a salesman
how bad
she realizes that he wants to
It
gives the salesman the
her refrigerator sell
her a
new
she has a temper she reaches for the salesman reaches for his hat. if
is.
Suddenly
refrigerator,
and
broom while
the
Don't use trickery. It's not necessary and it's bad for everyone concerned, as you'll quickly find out if you follow a person who has resorted to trickery to get business.
A BETTER APPROACH
One satisfactory approach is used by a book company. The salesperson rings the doorbell and says, "I understand your child
is
backward in history
The answer might in history.
It's
be,
"Why
at school."
no.
Johnny
isn't
backward
arithmetic that troubles him."
That gives the salesperson the name of the youngster and is weak. She asks if she may step
the subject in which he
inside because she thinks she
correct John-
ny's
to
"might help to low marks." Once inside, she proceeds book on arithmetic for home study. Study
this
approach;
it
may
show her
give you an idea which you
can use. IT'S
The
point
is
THE SIZZLE THAT SELLS THE STEAK that you should look for something new, dif-
ferent, arresting in
your approach.
than "I'm selling books.
marks
in school?"
Do
Have something
better
you have a child with bad
PULL JACK RABBITS OUT OF HATS
No
45
parent has a child with bad marks.
Ask
Be sure of the answers you are
leading questions.
going to
get.
Ask
questions that will bring the answers
first
ten seconds
you want.
Watch
those
on the
doorstep.
the most important ten seconds in the sale. says to herself, "I don't like that fellow
he
says, / still don't li\e
him"
They're
If the prospect
and no matter what
you're licked
from the begin-
ning.
Don't be a vacuum cleaner adjuster or a gas inspector or the exterminator
man.
Those phrases may get you
inside
the front door, but they'll get you right out again as soon
your prospect discovers that he or she has been tricked.
as
Salespeople aren't supposed to pull \ac\ rabbits out of hats.
OBJECTIONS HELP YOU SELL
have met some interesting salespeople but one of the most interesting was the man who tried to overpower his I
prospects.
He
didn't bother with any of the rules.
didn't care about tested approaches.
He
He
put his trust in
nerve— and he had an abundance of it! For a time, he was fairly successful. He found enough people he could frighten into buying. But he never came bac\. He never his
could
sell
twice to anybody.
He
couldn't even get leads
from people to whom he had sold. Part of his plan was to pay no attention to objections. That's where he was misObjections voiced show that a prospect and can help a salesperson make a sale.
taken.
THE PROSPECT "I don't
he
sees
need anything
you standing
IS
just
is
interested,
ALWAYS RIGHT now,"
at his door.
when he know he
says the prospect
How
does
SALESPEOPLE AREN'T SUPPOSED TO
46 doesn't need anything,
But you
selling?
when he
can't argue
one thing: Agree.
Smile.
doesn't
with him.
That's
all
know what you're You can do only But you've
right.
been asked to show these pictures to everyone in this neighborhood, and you'd like to have him run through them with you.
A
It
moment.
will take only a
saleslady for a hosiery concern answers
every thing-downtown objection
and a
can't possibly afford to stock all the sizes, styles,
we
colors that
much
When
do.
you deal with me, you have
greater variety at a better price.
I'm trying to make a living town.
That's reasonable,
just like the
A door opener may be a booklet, anything that
is
tell
different kinds.
will not
GOOD TO
a brush, a
her through the screen door.
you'd like to show
table before
BE
it
it
IT
photograph— Offer one to
the door, and the chances are she'll
who answers "What is it?"
Don't
of course,
merchants down-
given free to the prospect.
the lady say,
And,
isn't it?"
YOU HAVE A DOOR OPENER,
IF
as follows:
But, of course, the average
"That's perfectly all right.
merchant
somewhat
the I-buy-
to her.
Show
Tell her that there are three
her that
will unfold.
Explain that
it
has to be placed on the
Otherwise your door openers
open doors.
brush company has devised a technique that works well. When the salesperson mentions the free gift, she usu-
A
But in some instances the woman doesn't want She's got one. So the salesperson says, "That's I'll just step in and leave your gift, anyway."
ally gets in.
a brush. all right.
More objections are given. The lady has no money, she (Remember that if she didn't have, she would never says.
PULL JACK RABBITS OUT OF HATS
admit
it
you.
It
Then
The answer
to a stranger at her door.) right.
still all
47
I'd like to leave
one of our free
is,
"That's
gifts
with
won't cost you anything." the housewife discovers that she's too busy.
I'm rather in a rush myself.
ment
in a
way.
I'll
few minutes,
In
fact, I've
"Well,
got an appoint-
so I couldn't stay very long, any-
just step in for a
minute."
SWAP A DOOR OPENER FOR A GLASS OF WATER nothing
If
door, say,
else
works, and the prospect
"I'll tell
a glass of water.
you what I'm
I'll
do.
I'll
starts to close
the
trade you a gift for
thirsty."
This plan usually works. In fact, it worked so well with one young fellow that he had to give it up. He claimed that he used to drink on an average of seven glasses of water every morning and afternoon, and this interfered with his
working hours. THE PROSPECT WHO'S HAD A BAD DEAL a
If
woman
buys a pair of stockings from a store in town
and a thread breaks the cides
it's
from a
saleslady at her door
months' wear,
Of
who
first
a tough accident.
she's
time she puts them on, she deIf she
buys a pair of stockings
and they run
after
only three
been robbed.
course, once in a while really has
you will run across a customer had a bad deal from a direct seller. This
customer has decided never to buy from anyone
at the
door
again.
The
best
way
to regain her confidence
the firm that sold her the material Tell her that you feel sure that
the
home
office
if
is
is
to suggest that
really a reliable firm.
she will get in touch with
she can have everything adjusted fairly.
SALESPEOPLE AREN'T SUPPOSED TO
48
Maybe
was a misunderstanding; maybe
it
it
was a
clerical
error.
The important thing is to get the prospect's good will and Make her feel that even if something went wrong before, your products will be satisfactory. One good direct salesman used to go even further. He
confidence.
himself would write to the firm in question and try to get
an adjustment, giving late to
do much about
all it,
Sometimes
the facts.
it
was too
but the customers never forgot
how
he helped, "\
A man
CAN GET
CHEAPER SOME PLACE ELSE"
found himself running into was too high. He worked on
selling feed for stock
the argument that his
IT
his price
approach until he got an answer that
filled
the
bill.
He
"Mr. Jones, there never was a product made that somebody else couldn't make cheaper in quality and sell at a said,
lower price."
Then he would
stop.
After a minute, he would say,
"Now, It's
Another
stop.
"Ours your
is
don't
the best feed that you can buy.
cattle faster, so that
know much
probably worth what
about this feed you're buying. you're paying for it"
I
It
will fatten
you can get them to the market Of course it costs you more.
sooner and land a better price.
But
it
enables you to
make many
times the difference in
cost" "I
NEVER HEARD OF YOUR FIRM"
Before you can certain
The
amount
sell
anybody anything, you must have a and your company.
of confidence in yourself
best time to gain the confidence of your prospect
early in the presentation.
Sometimes the best time
is
is
as
PULL JACK RABBITS OUT OF HATS
49
soon as you get inside the door, but, of course,
much depends
on your firm. If your company advertises in national magayou won't have to worry about people knowing the name. Carry the current ad and show it with some such zines,
"You probably saw
statement as
Ladies
Home
this
The
advertisement in
Journal"
Every firm can furnish a prestige story that you should
have
available.
letters, credit
One
Pictures of the plant, copies of testimonial
references
—
all
of these help.
kind of confidence builder that
worked today
is
is
not sufficiently
being developed by a Western hosiery firm.
Salespeople for this
firm answer the I-don't-know-your-
house objection with
this
prove to you the
Tested Sentence: "I could easily
company by showing you from our bank, testimonials,
reliability of the
pictures of the plant, a letter
and
But
so on.
At
got a better idea."
I've
this point the salesperson
produces copies of the
last
batch of orders, shuffles through them, and says:
"Here are a few of your neighbors and friends who are buying from me.
ond Avenue? Street?
Blaine?
I
You know
And Mr.
believe
She's just
know many
Mrs. Woodruff, over on Sec-
Jones,
Bill
Jones
on Walnut
he mentioned your name.
down two
of these people.
people, aren't they?
blocks.
And
Mrs.
Oh, you probably
Well, they're pretty intelligent
You won't go wrong buying from
same firm they deal with!" Objections are li\e roc\s in the cree\.
Use them
to get
where you're going.
If
You Have a Good Door Opener, Be Good to
It.
the
SECTION C
SIZZLING WITH THE WHEELERPOINTS So simple that anyone could have thought them up, yet so obvious that no one bothered to do so.
Here, for the
first
time, the Five
Wheelerpoints are applied to direct selling. This is the section of the book you must not miss.
Here
is
sizzlemanshipl
where you meet the
secret of
THE FIVE WHEELERPOINTS
—
1.
"Don't
2.
"Don't write—TELEGRAPH."
3.
"SAY
4.
"Don't ask
5.
"Watch your bark."
sell
IT
the steak
sell
*
the sizzle."
WITH FLOWERS." IF—ask WHICH!"
Published for the first time in Tested Sentences That book of its kind ever printed (New York: Prentice-Hall,
—the
Sell
Inc.,
largest selling
1937).
"DON'T SELL THE STEAK—SELL THE SIZZLE" WHEELERPOINT NUMBER the sizzle that
It's
thing has selling.
its
sizzle,
Find the
1
—
the steak not the cow. Everyincluding you and whatever you are
sells
sizzle
and you find
success.
the sizzle that sells the steak, and not the cow, although the cow is mighty important. But you never saw a steer walking through a restaurant taking orders for his It's
shankbone, did you?
Yet what happens when the waiter walks through the restaurant with a sizzling steak? First you hear it sizzle; then you see it; then you smell it.
The steak dealt a triple blow to your senses. That's why you'd be apt to order a $2.00 steak that sizzled instead of a 30 cent hamburger that fizzled.
When with a
the heavyweight
terrific
sizzling.
You
champion
slugs his
way
to the top
one-two punch that "knocks 'em cold," he's go miles out of your way and pay half-a-
week's income for a good
seat.
Then you
yell till
the roof
rattles.
But when the boxer comes along in a carload, you stay
That's
no
sizzle;
it's
who home and maybe
a fizzle.
53
hasn't a
haymaker
listen to the radio.
"DON'T SELL THE STEAK— SELL THE SIZZLE"
54
THAT'S THE
WAY WITH
DIRECT SALESPEOPLE
Before you can find the sizzle in what you're selling, you must find the sizzle in yourself. If people like you, they'll like
what you
say
And
and do.
what you
like
they'll
If they don't like you, they won't like a single thing sell. you say or do. And they won't like the thing you're sel-
ling.
So you've got
the ring, or the bull bat, if
you want
large crowds
and
champ in in the arena, or the homerun king at get places. You don't have to draw
to learn
to
how
to sizzle like the
cheers, but the principle
is
exactly the same.
You've got to be popular, only with you
a matter of
it's
individual customers instead of a big crowd,
While working
in
Mexico for
a large beer
company
(a
fine job—this research and investigation for a beer firm), For instance, I learned a lot about sizzling Mexican style.
the only thing that starts on time
Mexicans are so sold on
Why? Do
is
the bullfight!
bullfights that they arrive
they go to see a
cow
sitting there
The
on time!
chewing
its
calm Ferdinand smelling sweet
No! Do No! They don't want these fizzles. want to see a wild-eyed bull madly charging. They They want to see the matadors and the picadors exciting the bull and stepping out of his way. They want color and excitement. They want to cheer and weep and yell and wave. they see
cud?
flowers?
That's what
I
mean by Mexican
sizzling.
DON'T BE A FERDINAND
Find the if
you want
sizzle in yourself.
This
to get a lot of orders.
they will want to sizzle with you!
is
Sales
Rule
If people see
Number
1,
you sizzling
WHEELERPOINT NUMBER
55
1
Get excited, and others get excited. Be meek, be calm, be a Ferdinand and smell the sweet flowers and the parade will pass you by. The people in the parade are looking for the
Develop what
I call
sizzler.
"you ability"—the
your prospect and not of yourself. good.
I like it.
say, "I
think
He's interested
talk about
Bring
me.
me into the
Paint the advantages of your product to me.
picture.
how
it
it's
buy it myself. I— I—I—." The prosin what you think or what you would primarily in himself, not you. So if you
want something from me, plain
Don't
think of
I'd
pect isn't interested do.
ability to
will save time or
money Learn
Learn to be "you minded."
Ex-
or energy for me.
how
to give
your
sales
talk the right turn so that your prospect sees himself in the
In order to do this you must
picture.
Are
people like about you.
A pleasant smile. A fine sense of humor
first
these your
find
what other
sizzles ?
(ability to see a joke
on your-
self).
An An
engaging personality.
ability to wear clothes well. Thorough knowledge of your line. Keen understanding of human nature.
What have you like
got in your
and admire you?
yours?
Find
It's
it.
makeup
What
that compels people to
special,
individual trait
is
your trade mark!
Your copyright
in
life!
MAKE THE
We
all
have
temper that
an order
SIZZLES SIZZLE. fizzles.
One woman
she's apt to flare
at once.
KEEP THE FIZZLES I
know
up whenever she
OUT
has such a doesn't get
Since she has learned to smile rather
\
\ \
"DON'T SELL THE STEAK—SELL THE SIZZLE"
56
than sneer, her business has gone up by leaps and bounds.
Be sure
what you think is a sizzle of yours isn't Put on a pair of sizzle specs and look at
that
really a fizzle.
yourself with the eyes of your prospects. see in
What do
others
you ?
People may like you for many reasons. What are they? The way you know your stuff? The nice clothes you wear? The informal way you go through the tough introductory period? The feeling of understanding their prob-
lems?
Perhaps
it's
a combination of things resulting in
a friendly, honest manner. List your sizzles in the order that other people think
them important.
Ask your
notice every time a
new
friends
customer
tend to buy any bushes now, but
I
what they
are.
Take
says, "I didn't really in-
liked the
way you
compli-
mented our yard." NEXT FIND THE SIZZLES
Once you pared to sell.
IN
WHAT YOU ARE
find out about your
own
sizzles,
SELLING
you are pre-
about finding the sizzles in what you have to
set
These are the
steps in selling anything.
For instance, let's say that you are selling hosiery. What do people want when they buy socks and stockings? Beauty? Yes. Comfort? Right. Service? Of course.
By
Value?
Maybe
start with.
ings ?
all
means.
there are other things, but these are
Now, how do you
Your
sales
manual
will explain that to
the silk in heated compartments.
Then
to
have beautiful
is
preserved by drying
The
thread must not be
hosiery, the natural luster of the silk
"cooked."
enough
get beauty in socks or stock-
the knit must have the
maximum number
of stitches to the inch to insure elasticity
and
to preserve
WHEELERPOINT NUMBER
the color
is
But the best It
may
made
right.
sizzle of the hose
fit."
You
the sizzle
might
ings
not be in beauty
give.
to
made.
carefully
makes
do with the
Stockings
is
used for the boot, with
Good
long yarns for reinforcements.
special heel reinforcements,
service that stock-
a considerable difference whether
or not the best grade of thread fine
stockings are
to take care of the tall customer.
may have It
how
at all.
will learn that stockings have to
Seams must be
must be long enough
Or
may
be comfort, so you have to find
comfortable.
be "knit to
must be used
Finally, beautiful, expensive dyes
appearance. if
57
1
and are
stockings have
made through-
carefully
out.
Suppose
it's
a question of value.
things have to be considered
The
if
At
least three
important
stockings have real value.
They must
best materials have to be used throughout.
be knit on modern, highspeed machines,
the manufactur-
if
down. They require careful supervision to insure full measure and flawless production. There you have it! Somewhere in there is your sizzle. ing cost
is
to be cut
MAKE YOUR Wherever exclusive.
it's
make your
possible,
Don't use a
SIZZLES EXCLUSIVE sizzles of
your product
makes the prospect say what the other fellow said
sizzle that
to himself, "Sure, but that's just
about his line."
Find out what the prospect wants or needs. your product to those needs. overalls, don't try to sell suit. sell
If
him
If a prospect
Then
fit
wants a pair of
a double-breasted blue serge
the housewife wants a jar of pickles, don't try to
her two bottles of
olives.
Fit the sizzle to the prospect.
That's a sales rule worth bearing in
mind
at all times.
"DON'T SELL THE STEAK—SELL THE SIZZLE"
58
Remember
that one tobacco
company
sold millions
and
millions of cigarettes by claiming that the cigarette
was
What
"toasted."
who Make
a sizzle!
It
intrigued millions of people,
suddenly wanted a toasted cigarette.
It isn't
your sizzle exclusive so that
hard
do
to
A
ears open.
this,
it
your prospect.
fits
but you have to keep your eyes and
book company found that
sales for a certain
book soared when the salesmen pointed out that the book had an index. They featured the index, showing how easy it was to find anything in the book. It was just what the doctor ordered! LIST
YOUR
Whenever we
we
SIZZLE SHEET
out to build a sales talk at the Tested
set
we
Selling Institute, service
ON A
SIZZLES
listed the sizzles for that
on a form we
called the Sizzle Sheet.
listed the sizzles in the
of,
would would make came to buying.
order that the prospect
consider the good selling points
people say, "Yes," instead
product or
In this way,
—
points that
"No," when
it
Once you have your sizzles listed in this way, you have You become aware of your main selling fea-
progressed. tures
—your
Now,
sizzle points.
here's a secret.
zles works, because I
dred companies Let's
sum
This simple plan of
have tested
it
—and every single
listing
what you have use what prospects want, not what you like.
But always, in
to
preparing your
others like
sizzles,
First Sales
Sell the Sizzle,
It's
sell.
Rule in building a tested and Not the
All in
—what
sales talk
Stea\.
How You
siz-
Then
First find the sizzle in yourself.
up.
find the sizzles in
The
your
more than one huntime, sales went up. for
Sizzle the Prospect.
your
then
is:
"DON'T WRITE—TELEGRAPH" WHEELERPOINT NUMBER 2 The
chef
is
dependent on the waiter.
served while hot rule of selling
I
HE
fails to
The
steak that isn't
The second Art of Verbal Shorthand.
to learn the
is
SIZZLE SOLD
make an
impression.
THE STEAK; THE CHEF MADE THE STEAK on the waiter who
red-hot, but the final impression depends delivers the steak.
The
no matter how
best steak in the world,
the kitchen, becomes a fizzle the table.
The Second
building a sales talk that
if it is
it
sizzled in
delivered too slowly to
Rule, therefore, to follow sells is to
when
learn the Art of Verbal
Shorthand.
You must spea\ If
telegraphically I
you stammer and
sizzle will die out. is still
you
stutter, if
The
sizzle
hem and haw, the finest
must be delivered while
NOBODY
LIKES
COLD STEAK
Most people would rather have a hamburger than a
it
sizzling,
sirloin that's lost its sizzle.
Nobody
likes a sales talk that
59
Nobody
that's
hot
likes a cold steak.
comes poking along
like a
60
"DON'T WRITE—TELEGRAPH"
slow freight tracks,
train. Nobody wants to stand alongside the watching the end of the train, and wait impatiently
until
reaches the crossing.
it
Don't
A
let
people see the caboose of your tal\.
who
doesn't know what he's going to say he confronts a prospect actually makes fewer sales than the one who plans his sales presentations.
salesperson
until
With
a planned presentation, you
to open;
you
know
objections you are going to get
That's
what
I
know how
the followup remarks; you
mean by
you're going
know what
and how to answer them. which comes
a Tested Sales Talk
out in a telegraphic manner!
It's
delivered in true Western
Union fashion! DON'T BE THE OLD POSTMAN If
you send your
R.F.D.
best sizzles R.F.D., they'll be cold
by
the time the prospect gets them.
They may even go
the "dead letter"
the sizzles are not care-
fully labeled
Have
office, especially if
to
and sent "General Delivery."
a planned sales talk ready at the tip of your tongue,
and keep your messages off the R.F.D. route. Know exwhat your opening selling sentences will be, and your
actly
words won't reach the "dead
letter" ear of the prospect.
—right in the eye!
Tal\ right to your prospect
YOUR
When first
FIRST
TEN WORDS ARE IMPORTANT
a sizzling steak
is
suddenly put in front of you, the
ten seconds are the most important.
seconds,
you get a
sniff of the steak,
In those ten
you get your
You form an immediate judgment. You
first taste.
decide that you
WHEELERPOINT NUMBER 2
61
you
like the steak or that
don't.
You
give the poor steer
the benefit of one mouthful, and in that
made
is
or
when you
Similarly, first
success
your prospect, your
start to talk to
ten words are the most important, as far as your chances
for a sale to that prospect first
first bite, its
lost!
concerned.
is
In
ten words are not the right words, you
fact, if
may
your
not have
a chance to deliver others!
Your
ten words are
first
So
ten thousand! first
let
the prospect sniff the sizzle in those
Watch
ten seconds.
more important than the next
that
first
ten-second look the pros-
pect at the door gives as you start to talk.
up
for the
first
time,
make him
When
he looks
see a businesslike person
—not a slouch with
with something important on his mind a hope-no-one-is-at-home look.
Don't slide down into a chair, as if you were worn out and would like to rest for an hour. Keep your brief case or bag in your own lap, or on the floor, not on the desk or the table.
Make
tions, the
a brief
comment on
dog, the time, but get BE ALERT BUT
the weather, the decora-
down
to brass tacks quickly.
NOT A SMART ALECK
Since my book Tested Sentences That Sell was published, and rewritten in so many trade papers, a few salespeople believe that I advocate tricky opening sales sentences.
Tricky words, like tricky clothes, get you nowhere!
opposed to them.
Here
are a
"Here
is
few
tricky openings that
I
disapprove of:
a dollar, Mr. Jones, for five minutes of your
time."
"How would
you
like to
make
a million dollars?"
I'm
"DON'T WRITE—TELEGRAPH"
62
"I'm studying moths, please
let
me
see
Mrs. Jones."
"I have a personal matter for you, Mrs. Jones, tell
you
I'll
inside."
"Something important has happened, Mrs. Jones.
May Of
I
come in?"
course, these selling approaches often get a salesperson
inside but not for long.
and
that's
way to get in, The building sup-
There's just one
on your two feet—honestly.
plyman who got in squarely with his interesting before-andafter pictures had a chance to make a sale. The vacuum cleaner man who wanted to inspect the closets for moths was usually "licked" as soon as he started to unpack his demonstrator.
TESTED SELLING APPLIED TO YOURSELF
Apply Tested
Selling to your
you say in those golden are approaches used
of
my
first
own
approaches.
ten words ?
What
can
Here, for example,
by people who have attended
sessions
sizzle schools:
"Is
your
home
protected, should a fire start?"
your vacuum cleaner built to stay out of repair shops?"
"Is
"Have you arranged your housework scientifically?" "What type of washing machine do you prefer?"
"Would you
like a shirt
with the buttons anchored
onV'
"Have you ever heard of insured suits?" "How would you like to have a replacement guarantee on your silk hose?"
You can not tricky.
see that these approaches are simple, honest,
A
good suggestion
with some such phrase
as;
is
and
to use a question, starting
WHEELERP01NT NUMBER 2
"Did you know
A
."
.
.
"Have you heard
.
.
"Would you
.
.
like
good question
doing and As\
shift his
63
."
."
make
will
the prospect drop
what he
is
thoughts to you and your question.
the right question
and
you'll get the right answer.
MAKE YOUR PRESENTATIONS GRAPHIC Once you've developed and
tested your approach, you're
ready for whatever happens in the next three minutes.
These three minutes are important because the prospect has indicated a willingness to listen,
and
will listen for about
three minutes.
Then he some
So
talking.
back and It's
apt to lose interest unless you
is
mighty
fine thing, isn't
chance.
If
you only
You
ask,
"What do you think
don't
want negative
so put your question the positive way, it's
it
sit
?"
the prospect's turn to talk, and you've given
invite criticism.
him do
your three-minute presentation,
after
say, "That's a
let
him
of it?"
ideas in his
the
you
mind,
by suggesting that
good.
Recently,
Below
I
had occasion
to
work
in the insurance field.
are presentation sentences that I believe are good.
Study these for adaptable ideas:
"What
will
happen
to Billy
if
you're not here to
protect him ?"
"You work hard now, but you want comfort and ease after you are sixty-five."
by making sure that if something happens, there won't be sudden debts on
"Your dad has done top of grief."
his part
"DON'T WRITE—TELEGRAPH"
64
"She will always have a Christmas just a
like this one, for
few pennies of insurance."
"We can
give you worry-free insurance."
"No work, no worry, no
strain
—
isn't that
what you
want?"
The purpose
of these presentation sentences
your story in a nutshell. prospect wants
want
it
It is
is
to give
way your the way you
the steak served the
that counts, not necessarily
it.
The
presentation
no word
carry
Don't use "and,"
Make
delivered telegraphically.
is
must
It
that doesn't carry the sale forward to success. "if,"
or "but,"
the prospect's
if
you can avoid such words.
mouth water
for
what you have
to
Every prospect in the world greets you with a
offer.
Nobody wants anything
mental, "No."
her (or him) want
Your steak or
—until
you ma\e
it.
presentation, like that of the waiter, can spoil the
make
it
taste
even
better.
So make your presenta-
tion sizzle!
SEND FAST TELEGRAMS
IF
YOU WANT FAST ACTION
Fast telegrams get fast action, so put your sizzles on the fast wires.
make
it
If
short.
your prospect wants to talk about the weather,
Don't gossip.
Plunge into your
Few
sale
without preliminaries,
if possible.
people go to see the "prelims" at the boxing matches.
They come
for the big events.
Strive for instant attention
by showing you have analyzed
the needs of the prospect and can give specific help.
This
plan will get you farther than talking about the newspaper headlines.
Learn to speak telegraphically, learn to sketch an
attrac-
65
WHEELERPOINT NUMBER 2 tive
mental picture in your
a presentation that to
first
ten seconds.
Learn
to
make
makes the prospect want what you have
sell.
Point
Two summed
Learn the
up:
art of verbal shorthand.
Serve the stea\ while
it's
still
Spea\
red-hot.
telegraphically.
Keep your
sales
tal\ out of General Delivery.
'Dead Letters" Are as Uninteresting as "Dead Pans"
8
"SAY
WITH FLOWERS"
IT
WHEELERPOINT NUMBER What you do
is
as
important as what you say.
3
The good
direct salesperson, therefore, learns the secret of synchroniz-
ing the sizzles with showmanship.
llAPPY RETURNS OF THE DAY" MEANS MUCH MORE WHEN the Western Union boy hands the little lady a bouquet of flowers along with his message. What he did was as important as what he gave her to read.
knew
that the "flowers"
as his
"words."
It's
would make
that in selling, too.
like
The
as great
clever suitor
an impression
The movement
of your
feet, the way you handle the order blank, the which you touch your products all of these are important. You've got to watch for an eyebrow that you might lift in surprise sometimes. It might lift you right
hands and
manner
out of a
Don't
—
in
sale.
Watch your
let it lapse into
You must
a smirk.
Train
it
it
be sincere.
to be disarming.
give the impression that you are pleased
prospect, pleased with
chance to
Let
smile, too.
sell it,
what you
by the
are selling, glad to have a
confident of an order. 6$
WHEELERPOINT NUMBER
how
Learn
«7
3
employ drama,
to
pleasantness, action begets action.
for
pleasantness begets
Get
excited,
and
so will
the prospect.
YOUR WORDS WITH SHOWMANSHIP
FORTIFY
Even Charlie McCarthy has an expression on Let that be a reminder to you, for
face.
receive
dead-pan look, you'll
if
his
wooden
you wear that
dead reactions from your
prospects.
Be
cheerful.
More im-
will help disarm the prospect.
It
portant, it will put a lot of extra fun and sparkle in your own existence. This doesn't mean that you have to be a It does mean that you ought to ease up on circus clown.
the tension that so
The
many
salespeople have.
third Wheelerpoint to remember, therefore,
Fortify
your words with showmanship. Don't in midair, unsupported by gesture.
let
is:
your
words hang
BROOKLYN BRIDGE Almost any action
is
IS
good that
without antagonizing them. things you are selling, let
them smell and
This method reaction
is
you want.
if it
taste
like
HARDER TO SELL
NOW
will interest your prospects
Let them will help.
see, feel,
And
touch the
if it's
possible,
your products.
sending a bouquet to help secure the
People will recognize more quickly the
value of the merchandise you offer.
When
Uncle Ezra used to come to the
listen to the
Bridge.
man
When
city,
he would
in the derby with the option on Brooklyn
Uncle heard he could make a
of 10 cents per person,
and bank a million
toll
charge
dollars in a
few
weeks, he was tempted to make a down payment on the
"SAY
68
Proof wasn't necessary, in those days,
bridge, spot cash.
but today
I'm going to come back to
it is.
now
on, but
I
WITH FLOWERS"
IT
want
to give
this subject later
you an example of proof with
showmanship.
When
square clothespins
trouble in selling them.
I
came
first
out, stores
found that the best
had
great
sizzle for the
counter girl to use was, "This square clothespin won't
roll
when it's dropped." That's telegraphic. The showmanship comes in when she actually drops the clothespin. The prospect sees and hears. The thing doesn't So she buys.
roll.
Sounds simple, doesn't
But
it?
this
demonstration of a few seconds has sold more than thirty
W.T. Grant
million square clothespins in the
what
mean by
I
Stores
That's
!
using showmanship to support your talk.
Give a quick demonstration that will prove your point.
Texas Oil
Here's another example.
can of
and
oil
say,
in front of a customer
"This
new Texico
men
hold a
on a cold winter morning
Oil enables you to start instantly
Like that"
in cold weather!
service
And when
they get to that,
they snap their fingers. That's
how
sharp snap
they get the Tested Sentence across.
tells
as
much
perfectly, instantly clear,
Take the explain
as a
how
thousand words. fast the motorist
It
can
The makes
start.
who wants to He says, in a low
case of the Electrolux salesman,
how quietly his
refrigerator runs.
tone, "It burns as silently as a match."
showmanship
into the picture.
stands silently, watching
it
burn.
He
Then he
lights
brings
a match and
Most prospects
actually
try to hear the match burn!
Brooklyn Bridge
Ezra wants proof.
is
harder to
sell
today, because Uncle
He wants, of course, to know the benefits
of whatever you are selling, but he also wants to see and
WHEELERPOINT NUMBER 3 feel
and
hear,
69
and maybe smell and
Then
taste.
he's con-
vinced*
Use showmanship properly and you can double your
sales.
EXAMPLES FROM THE SIZZLE SCHOOLS
For some
practical bits of
showmanship which you might
be able to adapt, I'm going back to some of
my
my
students in
Sizzle Schools:
Insurance:
"When
have money for
I tell
the prospect that he will
leisure or travel, I
show him
scenes
of Florida and California."
Stockings:
"To prove and
really strong,
that
will
my
wear
stockings are
silk
well,
I
one end
tie
around a doorknob and pull." Household Device: "My product can be bought for payments amounting to as little as 3 cents a day. At that point, I put three pennies on the table."
Mens
Suits:
"Men
don't like to have the buttons
come off. So I tie a good sized weight to a string and hang it from the button." Business Service: "They think it's expensive, but I tell them that it won't cost more than a package of cigarettes a day. That gives me the chance to produce a pack and offer a cigarette to the prospect."
them
Corsets: "I tell
my corset is not
and uncomfortable, but rubber. pull,
Then
showing
I
give
how
it
soft
stiff
them a sample gives
and harsh
and yielding
as live
of rubber to
way with each
bend."
TAKE A TIP FROM THE LATINS
When a Cuban boy asks you to buy some beads for the young lady on your arm, he quickly places them on her
"SAY
70 wrist, so she
wants you
how nice
can see
buy a musical
to
Why,
rattles the castinets.
Take a
IT
When
they are. toy,
WITH FLOWERS"
he blows
it
a
Cuban boy
He
for you.
easyl
it's
along the canals in the Mexican Venice, and
trip
salesmen hold a bottle of Carta Blanca (a fine drink) right That's
in front of you.
The
how
work up
to
at
them.
Maybe you do need a shine. Ask a peanut vendor, "How much
He
down at your shoes You look down, too.
shoeshine boys in Mexico stare
and even look reproachfully
doesn't say "5 cents,
a thirst in a hurry.
is
a bag of peanuts?"
want some?"
He
Oh, no.
says,
"5 cents, arid they're hot!' and he holds the bag towards you.
What
do
these Latins
I've often
is
as
important
as
what they
say.
remarked that the words of a salesperson in the
United States plus the gestures of a Latin would make a perfect combination.
Most of us
are like Indians
wooden Indian never you into the Stores in
termine
store.
This reminds
talk too
much.
how
to step
up
The
All he did was to bring
me
that the People's
Washington, D. C, during one of our
for a quarter, once sold
What
—we
sold a cigar!
Drug
tests to de-
smoke selling two hundred customers.
cigar buyers to a
them
they did was point
to eight
—actually,
the ends of the cigars and say,
—to
dramatically point
"They won't unravel
in your
mouth while you smoke." It's
what you do
DON'T BE
When
as
as
what you
say.
AN ANT SCRATCHER OR DOODLER
bringing in showmanship to help you
your hands carefully. to
much
remember:
Here
are a
few
don'ts that
sell,
watch
you ought
—
WHEELERPOINT NUMBER
71
3
Don't yank and tug
Don't be a nose-puller. nose until
come
off
the prospect wonders
your
Don't be an
if
it's
at
your
going to
face.
Your
ear-twister.
Don't twiddle or caress
it
or dig into
Don't be a chin-stro\er. stroker in action.
He
ear
is
on
to stay.
it.
You've seen the chin-
gets so methodical at
it
that
the poor prospect becomes hypnotized.
Don't be an ant-scratcher. prospect the
itch,
If
you want to give the
just start scratching yourself
head, ears, knees, armpits.
You'll have the pros-
pect frantic.
Do you pick things up and put them down? Look at the salt shaker? Unwind a clip ? Handle the ash tray ? Twist your pencils ? Take off your ring and put it back? If so, you're
Don't be a doodler.
a doodler; you will lose sales.
Ma\e your hands wor\ for you, not against you. I would sum up the third Wheelerpoint in this way: Watch what you do as well as what you say. To get your message across most effectively, "Say it with flowers." Synchronize your sizzles with showmanship.
Do
—and Say
It
It—in One
Breath.
"DON'T ASK IF—ASK WHICH" WHEELERPOINT NUMBER 4 Always give prospects a choice between something and something else; never between the something and nothing. Be a good lawyer and ask the leading questions that get the answers you want.
T OUR
SALES
TALK HAS REACHED THE POINT WHERE YOU WANT close, and here is where some salespeople
to begin your
cool
off.
They
get cold instead of hot.
Their closing technique
We
flops,
and
so
offer you, therefore, the fourth
do
they.
Wheelerpoint to get
yourself across with the prospect:
Don't as\
By
this I
—as\ which?
if
mean, ask the prospect questions that usually get
the answers you want.
Never take a chance and ask a
question unless you are pretty sure of the answer you are
going to
get.
For example, do not
"What do you
"How
say:
think of this?"
about buying some today?"
"Do you
think I'm right?"
Questions like these
may
or
72
may
not get you the right
WHEELERPOINT NUMBER 4
73
But you can get the right answers by turning
answers.
these questions about with this Tested Selling Technique:
"You'll agree with that, won't you?"
"You could go ahead on your own
authority,
couldn't you?"
"That sounds Actual
more it
fair to you, doesn't
show
tests
it
?"
many
that with such sentences you'll get
favorable responses than with the routine how-about-
questions.
"WHICH"
IS
Successful salespeople
THAN
BETTER
make
"IF"
a habit of asking questions
that end with "don't you think?" or "you agree with that,
They ask leading
don't you?"
questions;
lawyers, they get the answers they
want
and
they are apt to end their presentations with such a as this,
"You
afford
—so
it
like
why
it;
not buy
But even more ing a sale
is
you want
effective
it
it;
right
you need
is
else
to ask
you want him
fact,
summary you can
than leading questions in
prospect a choice between something you
question
it;
In
now?"
the ask-which, not-if principle.
and something
good
like
to hear.
to buy.
clos-
This gives the
want him
to
The point of your
which of them the prospect
prefers.
example:
"Which of these two the brown?"
suits
do you
"What's the better time to seven o'clock or a
"Would you some is
see
prefer, the blue or
your husband,
at
say nine o'clock?"
rather get a full dozen of this style, or
of the other kind too?"
"When Or
little later,
shall I deliver this cleaner,
Wednesday
better?"
buy
on Tuesday?
For
"DON'T ASK IF—ASK WHICH"
74
"How much would Or
you want
to
pay down, $3.00?
$2.00?"
Each of
these questions asks
which rather than
gives the prospect the choice of doing either of
You
two
/*/
and
things.
get the answer you want.
Be
the
Question
Mar\
salesperson
—not
the Exclamation
Point salesperson!
A FAVORITE VACUUM CLEANER CLOSE
The vacuum cleaner salesman asks, "Which model do you like, madam, this one or that?" The prospect indicates her choice, but often adds, "You'll have to see
The salesman comes
back,
"Which day
my husband."
does your husband
do the housework?" She quickly informs him that she does
Her answer
all
the housework.
gives the salesman a chance to say:
"Then
it's
your back, your head, your arms that ache from housework, not your husband's. Don't you think he'd want you to have this machine, since you do the housework?" Notice so
many
Low tion
how
easily this tested technique
can be adapted to
products.
pressure selling
Mark
is
the order of the day.
The Ques-
salesperson has a big lead over the Exclamation
Point salesman
who
tries to
force his arguments
down
the
prospect's throat.
Now Try
see
how many
specifically
of these questions you can develop.
such words as these at the beginning:
Which? What? When? How? Where? Who? Then custom-tailor these sentences and questions to your particular product.
Let's see
you
sizzle!
WHEELERPOINT NUMBER 4 DON'T BE
Many
75
A NEGATIVE
SALESPERSON
beginners seem inclined to ask questions with an
I'm including a few to serve
unselling, or negative twist.
as examples of questions to avoid:
"Would you be interested in something different ?" "You couldn't finance a larger machine?" "Maybe you'd like to see something less expensive?"
On
the other hand, don't be the too-positive-minded salesProspects react against salespeople
person.
No
too sure of themselves.
who
are always
prospect wants to hear a
sales-
person say:
know I'm
"I
"I'm positive
"We
right." this
the color you want."
is
experts don't
make
mistakes."
"See here, I've been in this line for twenty years."
And
prospects don't like salespeople
that they're right
and the prospect
is
"You must understand this!" "Only a fool would pass up this
"Now
listen to
"Do what Don't be so fully,
I tell
me. you.
positive.
.
keep
insisting
opportunity."
." .
I know what's good for you." You can get the same effect tact-
and by using the right
ing your prospect.
who
wrong:
questions, without antagoniz-
Use question marks, not exclamation
points.
Hoo\
—don't jab
the prospect's interest
it.
PEOPLE LIKE TO SAY, "NO"
Once
a prospect says, "No," to you, you're going to have
behind the "No."
People
don't like to have you think they change their
minds so
trouble, because you're stuck
—
"DON'T ASK IF—ASK WHICH"
76
So avoid questions that may member that most prospects like to make them pround of their sales easily.
get "no" answers.
"No,"
say,
it
Re-
seems to
People are
resistance.
afraid that in saying, "Yes," they are surrendering to you.
So they bring out
An
their little
"No" almost
automatically.
insurance salesman used to run up against this objec-
want any insurance." So he figured out this it might be a good idea to have an examinathat you will know you are eligible in case you want
tion, "I don't
answer: "But tion so
to take out a policy a little later on."
the prospect
down
seeming to change the frame of
This statement
lets
gracefully
and he can give in without
mind.
Don't put your prospect in
his
mind where he
says,
"No," and then
sticks
by
his guns.
MY OWN I
TECHNIQUE
IS
ON ME
USED
stopped in a Fifth Avenue building some time ago to
look for a bigger suite of rooms for
me rooms
ant showed
dow and
said,
me some rooms on
office.
The
attend-
near the top, looked out of the win-
Hudson
"Fine view of the
agreed; he had given
my
me
the answer.
River, isn't it?"
I
Then he showed
the other side of the building and again
looked out of the window.
"Here's a beautiful view of the
Long Island, isn't it?" he asked. I agreed. Then he answered me, "Which view would you prefer?" chose the Long Island view because I once lived there
East River and
I
and found Recently live,
and
that I
I
had rented an
went
office!
into a barber shop in Dallas,
after the barber cut
my
hair,
he
said,
where
I
now
"What kind
shampoo do you want?" I asked him what kind he had, and he explained, giving me a choice. I mentioned the one that sounded least complicated, and the sale was made.
of
WHEELERPOINT NUMBER 4 That's I
how my
which, not-if technique was used on me.
was given a choice
one
I
So
77
of shampoos.
And
I
mentioned the
preferred. here's the fourth Wheelerpoint:
Always give people a choice between something and something else; never between something and nothing. As\
—don't
questions
exclaim.
As\
leading questions that will
bring the answers you want.
You
Can't Learn
When Your Mouth
Is
Open,
10
WATCH YOUR BARK WHEELERPOIMT NUMBER Your it
is
voice
is
what you
and manner cause the
I
How
the carrier of your message.
as important as
say.
Don't
let
5
you say
your voice
sizzle to fizzle.
HE PEANUT VENDOR'S CART HAS A WHISTLE WITH JUST ONE but it's the right toot to sell peanuts. Your own voice
toot,
has
many
inflections,
but only one best one to
sell
a par-
ticular prospect.
The
best sizzle in the world, dressed
up
telegraphically,
with bouquets, with action and plenty of which questions, will flop if your voice
is flat.
Don't talk too high or too low, too be a ]ohnny-one-note\ IT'S
AS
Be
fast or too slow.
Don't
careful of your voice.
MUCH "HOW" AS "WHAT"
Not long ago I spoke before the gobs at the Naval Station at Pensacola, and Commander Witherspoon emphasized the value of the right "bark" to use with duty, at the firing line.
Even
important! 78
men on
duty, of?
in the Navy, voice quality
is
WHEELERPOINT NUMBER
Doug Walsh,
Police Chief to talk to the
the voice
79
5
of Dallas, recently asked
Texas Chiefs of
had a
Police,
and
I
pointed out that
do with making a policeman an
lot to
me
officer
rather than a cop.
Former Chief Wilson,
me
had
of Wichita, the "college chief,"
repeat this talk at Kansas State University,
taught a class of prospective
officers.
where he
He showed
the
men
the difference between the old loud-mouthed cop and the
Much Remember how you
modern
officer.
him you'd
turn
him
of the difference
officers
feel scared of
watch
No more it,
their
in the voice.
used to scare a youngster by telling
over to a policeman?
of Lansing, Michigan, told
do not
is
me
Chief O'Brien,
that Lansing youngsters
policemen nowadays, mainly because
bark
when
dealing with youngsters.
do the kids hide under the porch and
the cops,"
when
the officer comes
down
yell,
"Cheese
the beat.
Now
more apt to ask him to umpire their ball game. Head G-Man Hoover trains his men carefully in the value of watching their bark, and if you could watch some of his they're
men
questioning a criminal, you'd see
the right tone of voice
Some
when
how
important
is
you're after something.
work with the psychogalvanometer that's the college word for lie-detector at Johns Hopkins University. Even in work as scientific as this, I found that the right tone of voice had a lot to do with our years ago
I
did some
—
—
ability to find the guilty
Watch your
bark.
man
It will
quickly.
pay.
THE LADY THAT
FLIES
AND
Every nurse knows that her voice If
is
FLIES
mighty important.
you were ever attended by a nurse with a saw-edge
voice,
WATCH YOUR BARK
80 you'll
appreciate
what
The American
mean.
I
Airline
stewardess receives considerable training in voice culture.
She knows not to speak of fog, but of clouds; not to mention thunder storms, but change in weather. She never speaks of safety
How
but seat
belt,
belt.
she talks about the weather
the right words.
Experience proves that an excited voice
Some
gets people excited.
before the trip
Once when
is
important as using
as
is
may want
passenger
to get out
completed!
the pilot wanted to talk to the stewardess, he
buzzed three times for her, and only wanted to
know
perhaps
Now, on certain when the
planes, pilot
He
her headache was gone, but
Maybe something was wrong.
the passengers got ruffled.
flashes
if
attracted attention.
you do not
see the little light that
wants the stewardess.
The buzz was
too near a bark!
MAKE YOUR VOICE SOUND
SINCERE
Never, never bark out a quick answer to some objection that a prospect makes.
one
Take
to shout, "Listen, I've
and you're
all
it
been in
wet when you say
this business for six years,
The
Try
and you life
your point, but.
yes-but technique will find that
in presentations that
is
it
makes
is
instead,
it
something
works.
it
and keeps
side.
Your tone
and appreciate In
all
his point
probability, there
something reasonable about the objections being
Agree pleasantly with the
Use
dead.
You're on his
You've got to be sincere.
way
."
.
sales for you,
of voice shows that you understand
of view.
.
sound, and
may seem
Agree with the prospect.
That's a good
that."
to lose friends, as well as customers. like this, "Yes, I see
Don't interrupt some-
easy.
raised.
prospect, then point out, "Here's
WHEELERPOINT NUMBER 5
may
something that you ought to look
at
this
it
81
have overlooked," or "Perhaps
By
way."
first
chance to prove that what you have other product, or that the price prospect can afford
Agree
isn't
we
agreeing, you get a better than
is
some
too high, or that the
it.
—then explain!
i
DON'T GET EXCITED AND SHOUT AT CRITICISM
When
the prospect offers an objection, watch the tone
you use in your right to offer
them. brings
answer
way
prospect,
when he
up because
it
The
offers
an objection
.
.
to
meet an objection, Accept
it,
welcome
it.
just
don't
under-
."
Instead, try
one of these: "I'm glad you brought up that
Or, "I'm sorry
question."
"Most shrewd buyers ask I
welcome and only
he's interested.
Don't say: "Now, Mr. Jones, you stand.
remember, has the
the objections in the book, so
He's sincere
Here's the it,
reply.
all
was going
I didn't
me that."
to explain that.
If you're selling
.
.
make
that clear."
Or,
Or, "Yes, you are right.
."
housewives, be especially careful about
Make them feel that they are showing good busiWelcome criticism or objections. Refer to
your tone.
ness judgment.
any such remarks, even unpleasant ones,
A woman stantly
into the objection,
"Well," she
as "questions."
selling a high-priced line of foods runs con-
says,
"I
can't
afford
such prices."
"they are higher than second-grade foods,
but you can't afford to take a chance with the health of
your family, can you ?" Agree.
Use the
prospect's
own
words.
And when
he
WATCH YOUR BARK
82 says, "That's a lot of
money," don't answer, "No,
That's barking at him.
a
it is
lot, until I
at this again.
.
.
and have phrase
Say
is
a
take a look
good one.
to think they are smart as
upon the same
hit
let's
objection.
People are
most other people
A
good nonbark
good business woman. amount of admiration in smart business woman, and you have
to call the lady of the house a
sincerely with just the right
it
your
is
Now
explain the value. ."
That phrase, "most people" complimented
it isn't."
"Most people do think
Instead, say,
She's a
eyes.
a great admiration for them.
The
smile
on your
face, the look in
your
eyes, the
tone of
your voice, the enthusiasm of your talk, the confidence in your close
—
all
of these are
mighty important in getting the
business.
They
tell
lisher of the
a story about
my
friend
Amon
G. Carter, pub-
famous Fort Worth Star Telegram.
cartoon in his paper showing a
little girl
He
put a
in tears kneeling
beside the bed of her mother, saying, "Good-bye,
God,
I'm going to Dallas."
Amon
G. thought
old rival, Dallas. cartoon,
this
would be
a fine
way
to rile his
But the Dallas newspapers reprinted the
making only a slight change. Here's the way By God, I'm going to Dallas!"
read: "Good!
You
see?
It's
all in
how you
say what you are saying.
Don't Smile Li\e the Wolf at Grandmas Door.
it
WHEELERPOINT NUMBER THE 1.
WHEELERPOINTS SUMMARIZED
FIVE
Don't Sell the Steals—Sell the Sizzle!
and not the cow.
that sells the steak,
anything.
The
gets the sale 2.
83
5
It's
the sizzle
The cow
steak has to be good, but
it's
can't sell
the sizzle that
under way.
—Telegraph!
The
Don't Write
telegraph operator can
ruin the sweetest message in the world by fumbling
it.
You must learn how to serve the steak while it is still redYou must learn the art of verbal shorthand. Learn how to speak the sizzle telegraphically. 3. Say It with Flowers, What you DO as you speak your words may be as important as the words themselves. The movements of your feet, hands, face; your method of hot.
handling the contract form, are
important as your words.
as
The bouquet of flowers says plainer than words, "I love you." 4. Don't As\ If As\ Which! Always give the prospect
—
a choice between something and something
something and
"Which?" "When?" if,
else, not between Be a good lawyer and ask,
nothing.
"How?" "What?" "Who?" Not
but which.
Watch Your Bar\. The little dog has only the one sound 'woof" and one tail to wag, but it's the tone behind his "woof" and the wag of his tail that sells you. So watch 5.
the bark behind your
what you
own
How
your presentation.
sales
you say
words and the "wag" in it
can be as important as
say.
These Wheelerpoints can be summed up in
famous Tested Selling Sentence.
few words, in it
will
less
I'm giving
than ten seconds.
Put
it
it
to
my
most
you
in a
into practice,
do wonders for you:
Don't thin\ so much about what you want to say as what the other fellow wants to hear.
"You"
Is
a Bigger
Word Than "L"
and
SECTION D
SIZZLEFUL SALESPEOPLE
KNOW
THEIR
SIZZLES
Some unusual approaches for special products.
that have
worked
You may have
to
—be
prove what you say about your product ready.
Some
objections you'll
your demonstration.
How
meet during
successful di-
rect salespeople handle the sizzles at the close of the sale.
11
WHO
"HALT!
who answer
Prospects
They
are like sentries
domain.
How leads
GOES THERE?" ring
What do you have
don't
want anything.
Inside the door
that's so
How
successful salespeople get inside.
to get
new
window, he box.
little
She walks
to the door, carrying a portable radio; pushes
the bell confidently, of the
their
from old customers.
up
briskly
is
important for them?
watch one saleswoman at work.
Let's
to a
your
on guard.
and
sees a
waits.
If the
woman who
Maybe somebody
sent
prospect looks out
seems to be listening
him something.
So
out he comes.
What She
does
raises
the
saleswoman do?
one finger and
hard of hearing, he can
from the swer
is,
radio.
"A
Talk?
says, "Sh-h-h."
just
make
Not
Unless the
at
all.
man
is
out the music coming
Usually he asks, "What's that?"
radio that you can use in every
Her room in
an-
the
house."
What a need man at the
that fits in almost every home! Probably door never gets a chance to use the set in the living room. If the children aren't listening to some
the
87
"HALT!
88
bedtime
mentator.
he wants
to hear.
This
room.
He
one ever turns on the news which
woman
radio the
little
GOES THERE?"
mother-in-law tunes in on a gossip com-
story, his
No
WHO
can take
it
down
is
what
holding can be used in any
is
him when
into the cellar with
at his work bench. He and his bedroom when they want to listen program while the rest of the family
he wants to putter around wife can use to is
some
it
in their
particular
monopolizing the living-room
The saleswoman
set.
has only said one short sentence to sup-
port her demonstration, but
it
was a
tested sentence that
instantly showed the prospect how her product fit his need. Of course, it isn't often that you can make your demonstrator
do most of the work for you, but many
ing firms have worked proaches.
For example, one hosiery company do nothing but leave a folder on its
salespeople to
The saleswoman which
in this case says she
about the newest hosiery
tells
is
Will the prospect please read the folder? to deliver your free
of the stockings
Mrs. Jones,
The
we
kit
My name
have.
isn't that
the prospect first
"I'll
is
kit.
be back
to-
and show you some is
Smith.
You
are
right?"
But
knows
her.
now
she
knows her
When
is
all
and
to as\ for the folder
the prospect goes to get
saleswoman follows her into the house. demonstrated, and
prospect,
She has her sample case with her.
thing the saleswoman does
she left yesterday.
is
her firm
mending
next morning sees the saleswoman again back at
the prospect's home.
The
mending
instructs first call!
leaving a folder
styles
featuring and entitles the prospect to a free
morrow
direct-sell-
out excellent, carefully tested ap-
it,
the
After that, the kit
the styles of hosiery are displayed.
"HALT!
WHO
89
GOES THERE?"
YOUR PROSPECT
A FENCE
FIXING
IS
the house and see the farmer out in the fence.
Take
my
and go
advice,
You approach
to farmers.
Suppose you're selling shoes
see
fields,
working on a
him there. when he
called into the house, he'd be angry
If
he were
got there.
So don't hesitate to go up to a prospect wherever he is. When the lady of the house is at the back fence, talking with the
woman
next door, go over to her and you will
have two prospects. If
you're handling an automobile product, the best place
in the world to see a prospect
washing
his car.
Of
is
when he
you want
course,
a professional job!" or
"How
to
have a tested
"My, you're doing would you like to do my car
approach available, something like
when
in the yard,
is
you're through?" (but smile
this,
when you
ask this ques-
tion.)
A
successful nursery salesman has developed
which might be stands at
fitted to
your
line.
He
an approach
rings the bell
and
the door with a plain white card and pencil in
The conversation is like this: "Good morning. Will you please name of the owner of this property?"
his hand.
tell
me
the
"John Jones." "I see.
And
are
you Mrs. Jones?"
"Yes."
"Can you tell me what time Mr. Jones will be at home?" "Why do you want to know?" "I am introducing a new rosebush which my company has developed and I would like to tell him about it?"
90
"HALT!
WHO
GOES THERE?"
That assures her that the salesman has something important to discuss with her husband so she explains that he will be home at six o'clock. That evening, when the sales-
man
husband has been told about him and
returns, the
ready to hear about the
new
is
rosebush.
WORTH A LOT OF TALK
SILENT PARTNERS ARE
There are many variations of these plans. Often, it's a good idea to leave a descriptive card that promises a free instead of trying to
gift,
One concern furnishes
partners" talk eloquently
They
first
call.
that sells paper specialties, for example,
salespeople
its
anything on your
sell
with
gift
when
the salesperson has gone.
These
cards.
"silent
prospects about the free gift that the salesperson
tell
on
will bring
his next trip,
and mention some
features of
the leading products in the line.
you use these
If
of the prospect
nounce
it
right, if
name
your
is,
ing the next //
silent partners,
on your it's
first visit.
an odd name.
and pronounce
day—and
it
name
be sure to get the
Write
it
down.
Pro-
Tell the prospect
clearly.
If
what
you are return-
that's usually the best
plan—say
your company suggests a tested plan of approach,
try
so.
it.
ONE GOOD CUSTOMER DESERVES ANOTHER
Some
years ago, a successful salesman
went to a town where there was a big factory. He was selling a magazine for men, but the principle applies to the sale of anything.
He him
went
to the general
manager of the plant and offered if he could have permission
a free copy, then he asked
to talk to
some of the other men
in the plant.
The
boss
agreed that he could.
So that salesman went through that plant from end to
"HALT!
WHO
91
GOES THERE?"
His introduction was: "You probably have heard about this magazine for men. Mr. Boss knows I'm here, ." That so it's O.K. to stop work for a few minutes.
end.
.
.
than a hundred orders out of that one
salesman got more plant—all because he used a tested plan of approach. Now, I know that you can't often get a hundred leads from one man, but you can get one or two or three names from everyone to whom you sell. And here's an important
Even if you don't ma\e a sale, the prospect can often tell you of someone who will buy. I remember one day when I was stopped in the middle of a demonstration by the ringing of the telephone. The point,
woman came
back and
the house right away. time.
Meanwhile,
I
said,
"I'm sorry, but
You might
think you ought to
Roberson on Smith Avenue.
Tell her
me
I
have to leave
some other go over and see Mrs.
see
I
at
sent you."
end of your presentaMore than once, you'll come tion and be unable to close. You may never know why. to the
you have made a good job and the prospect likes you, he'll be looking for something to ease his conscience, especially if you have done some favor for him. Ask him, But
if
politely, if
he will give you the names of some of
who might
his friends
be interested.
Your firm may have recommendation cards which prove to one prospect that some friend gave her name. They will open many doors for you.
MY The
PET DIRECT-SELLING STORY
story of Blanche Green,
plan for getting leads, should be
Her method
and how she developed a
known by
of securing prospects paved the
all
salespeople.
way
for one of
the greatest careers in the history of direct selling.
92
"HALT!
Read
this story carefully;
When
it's
WHO
GOES THERE?"
going to be helpful.
she was twenty-seven years old, Blanche Green
to look for
had
work.
Untrained, with an invalid husband and other dependent relatives, she was desperate. She finally
made arrangements
New ton's
to sell Spencer corsets in Chatham, She arrived in Chatham on a rainy WashingBirthday. She had $13.00 and a lot of hope. People
York.
said she could never sell corsets at $8.00 each.
On her
February 23, 1912, Mrs. Green made her
first sale.
By
night, she
had
first call
and
By
the
sold ten corsets.
end of the week, she had earned $88.50. Anybody might sell one corset, or two, with a little luck. But how did she sell so many? The method was so simple that
no one, apparently, had
tried to make it work before From one customer she obtained the names of several friends who might be prospects. Today, all Spencer corset people—and many thousands of other direct sellers
her time,
—use
this
same technique.
But what happened to Mrs. Green? her to give up her selling and
By
The company asked
start to train
other salespeople.
was earning large commissions, but she work, and at a salary of about one fourth as
this time, she
gave up that large, started
Green had
her training job.
Within three
years,
Mrs.
built a sales force of five thousand representatives.
Step by step she advanced.
Today, Mrs. Blanche Green Corset
is
President of the Spencer
Company. USE THE HELPS
YOUR COMPANY
GIVES
YOU
Most firms in the direct-selling field have spent much money and effort in developing tested material for you. Always remember that the people at the home office want
"HALT!
WHO
you you
They ma\e money.
GOES THERE?"
to succeed. to
93
will
do everything
possible to help
So don't decide off-hand that you've got a better approach than the one they suggested. Try theirs. Test it thoroughly.
Then
take
my
sizzle
formula and add your
sizzles
to the standard presentation. If you're selling a
to
low-priced item,
worry about leads because
on the block anyway.
you'll
maybe you won't want
be calling at every house
But even then
it
that Mrs. Jones thinks Mrs. Foster will
pays to remember
want
to
buy what
you're offering.
In the medium- and high-priced extra
money
for
you
fast.
fields, leads
can
make
Suggest to Mrs. Smith, "I'm
going to be over on the other side of town next week. there anyone there
whom
you think
I
ought to
Is
see espe-
cially?"
Building a Sizzling Sales Talk
You
is
like building a house.
need the best advice that you can get from the people who ought to know most about it. will
You Have
to
Know
Can Ma\e a Stea\
Something about Coo\ing Before You
Sizzle.
Remember Mrs. Blanche Green!
12
MOST MULES AND ALL PEOPLE ARE FROM MISSOURI Maybe your groceries are maybe your dress
Prospects have to be shown. better;
maybe your
paint will last longer;
—but
line is prettier
prove
every
have to prove it. Be ready to you make with demonstrations, and a complete knowledge of your
you'll
statement
pictures, testimonials, line.
Kemember that certain reason. tives that
make
what you are selling for a might be a good idea to know the mo-
people buy
It
people buy:
Pride
Comfort
Beauty
Pleasure
Value
Gain
Service If you're selling
peach
trees,
in the lovely spring blossoms.
pick the peaches. the blossoms. getting back
money, and pect
was
course, the
He
the suburbanite
He may
is
interested
not even bother to
But the farmer doesn't care a hoot for wants to know how long before he starts
enough peaches
how good
so that
he can make some
the peaches will be.
interested in beauty;
more buying motives you can
entation, the better chance
you have 94
The
first
the second, in gain.
to
pros-
Of
get into one pres-
make
a sale.
PEOPLE ARE FROM MISSOURI
What many
salespeople forget
doubt your contentions.
They
95
This
is
is
that prospects sometimes
especially true of
take your statements with a grain of
salt,
women.
and
if
they
don't believe something you have said, your chances of getting the order have flown out of the window. must prove every buying motive you mention.
So you
THE CORSET SALESWOMAN AT WORK
The
enthusiastic
young woman
in the prospect's living room.
selling corsets
Let's listen in
was
sitting
on her presenta-
tion:
"My
corset develops poise
and an
erect
figure,
Mrs. because
Jones
it is
scientifically de-
signed to preserve the best of the natural figure.
lines
Just see these charts."
"Another thing about corset
is
that
it
this
gives lasting
because
satisfaction
all
the materials have
been rigidly this
tested.
Look
at
sample piece of rubber.
See this photograph of our laboratory. Look at modern equipment."
"You fits
see,
Mrs. Jones,
the waistline trimly
our
this
because of lace"
and
features.
works?"
its
special
"belt
Notice
"back front"
how
this
MOST MULES AND ALL
96
In each case, after making the claim, the saleswoman stopped to prove
She carried a piece of rubber with
it.
how
her to prove
was.
live the elastic
She showed photo-
graphs of the plant, the laboratory, the equipment.
had been any question about the
from the bank. In her prospects "were from
could have produced instantly a
\new
other words, she
If there
credit of the firm, she
that
letter
Missouri and wanted to be shown."
PROVE
WORTH MORE
IT'S
"Oh," says the prospect, "I can buy those shoes
Main
at the
money."
Street store for less
Now for
what ? I know some people who have been selling years and have never found a good answer to the price
The
them is that they won't study their products thoroughly enough to be able to prove value. Take the shoe salesman who has run up against the argument.
woman who town
at a
is
trouble with
positive that the
lower
He
price.
same shoes are
says, "That's interesting,
at the
As a matter of fact, I stopped Main Street store. They looked
that
was worried for
Jones.
I
a minute.
I
"But you
that you're a pretty see,
so
much
blame
as these.
I
shrewd observer.
Mrs. Jones, while the shoes loo\ alike,
of sole leather, for instance,
.
.
Take
this
matter
."
line you're selling, the chances are that over
and over you
will
meet
pect can always get it's
like these
certainly don't
there's really a great difference in quality.
Whatever
Mrs.
in to see the shoes
you for thinking they were the same quality
must admit
available in
a man's shirt or
it
this
argument of
price.
cheaper from someone
suit,
The
else,
pros-
whether
or a fire extinguisher or a can of
PEOPLE ARE FROM MISSOURI
97
Very
beans or a brush or a house dress. pect
is
You may
partly right.
often, the pros-
bring her the best vacuum
make
cleaner that anyone could possibly
can get a a big
still
city,
she can probably pick
up a
She
at $59.50.
And
cheaper one at $39.50.
She
for $79.50.
can always get a cheaper one, not so good,
she lives in
if
rebuilt cleaner for
$19.50!
The thing you must remember prospect gets
what he pays for.
for handling people '
1.
Agree.
who
Smile.
is
that in every case the
So here's the Sizzle Formula
can "get
it
cheaper":
Yes, you understand that there are
cheaper qualities of your product at lower prices.
While you re not acquainted with the particular brand he mentions, you believe that it's probably worth what they're asking for it.
2. Go on we buy the
with your presentation.
"You
see,
Mr. Jones,
very best quality, because our business
is
based
upon repeat orders and recommendations from our regular
We simply
customers.
You
see
why we
couldn't take a chance with quality.
—you
have to have the best
don't take a
chance with us!"
HOW ABOUT
THE MAIL ORDER CATALOGS?
town is having a sale, you ought to know young woman saved herself some heartaches by watching what the stores were doing. She hapIf a store in
about
it.
An
pened to be
alert
selling a kitchen utensil for $1.00.
ing in a large Western
city,
she went
that one of the stores
was
selling
for 59 cents.
using
it
Before
downtown and found
an item much
She inquired and found that the
as a "loss leader" for a
start-
two week's
like hers
store
sale to
was
bring
MOST MULES AND ALL
98
women by the
price of $1.00
was being maintained
stores.
You ought
to
Do
product.
What
So she went to the next
into the bargain basement.
town where the regular
know
about the price situation on your
all
the mail order houses handle your line?
How
are their prices?
does their quality compare
with yours?
Don't attempt to slam the mail order houses; they have too
many
friends in too
Take some one
many
places.
particular advantage that your product
may have over the mail order companies', and feature that. It may be only the imitation pearl buttons on the shirts you are
—but there must be some feature that you can
selling
You have
talk about.
good
only a catalog to
against,
sell
and a
salesperson can surely outsell a catalog!
"HERE ARE SOME LIKE THEM FOR ONLY 89 CENTS"
Women this
selling silk stockings frequently
run up against
mail order price objection and have to prove the quality
Sometimes, as they finish their
of their stockings. story,
they get an answer like
just like
yours for only 89 cents.
The same
rule applies.
grades of
silk
"Why,
tell
But, of course, there are
on the market.
my
my
In is
chiffon stock-
used.
It's
almost
at a glance the quality of silk used in
hosiery, but naturally I
serve
sales
can get some
See here in the catalog!"
ings, for example, only the best grade
impossible to
I
"These stockings in the catalog
good buy.
certainly look like a
many
this,
know about it in order to You and I know that you can get
have to
customers best.
stockings for almost any price you
you get what you pay
for.
want
Why take
to pay,
a chance
and usually
on stockings
PEOPLE ARE FROM MISSOURI
99
may run after you have worn them only a few when you can get these quality stockings for only
times,
that
a
few
pennies more."
One
"Yes," he says,
shoe salesman has an unusual twist.
"that catalog article looks like a
order houses
good buy.
good
specialize in just
Doesn't
shoes.
seem
it
you that a firm that has been in business one item, should learn
have, selling only facture that
But the mail
thousands and thousands of items.
sell
as
logical to
long
secrets of
as
eye-glasses, didn't
you go
to
we
manu-
no general firm could possibly learn?
you bought your
We
When
an eye doctor
—a man who specialized, rather than a general practitioner ?" HOW
THE COOKING UTENSIL COMPANIES PROVE VALUE
Suppose you're selling cooking to prove that the items
you are
utensils.
selling will
Your problem
is
be helpful to the
—helpful enough so that she will be dissatisfied with
prospect
the utensils she
now has. What
are the motives
you can ap-
peal to?
—because
Pride
your utensils will enable the prospect to
prepare better-tasting, better-looking food.
—because
Value
food cooked your way promotes better
health.
—because better food means doctors' Pleasure—because meals will be enjoyed more by the men Gain
less
bills.
folk.
Beauty are
—because
made
to be easily
—because
Service
all
your utensils are made to match, and
and quickly cleaned.
only the finest materials were used in
their manufacture, assuring durability for a period of years.
U*
MOST MULES AND ALL
100
Comfort
—because
they save time and labor.
Perhaps you have arranged with the prospect to give a demonstration by cooking a complete meal for her and several of her friends.
You
two hours before the and lay out everything so that you can work arrive about
guests are due,
When
quickly.
the guests arrive, have your hostess introduce you to them.
Then
Point out the advantages of your utensils to them. invite
them
keep the
essential minerals
is
as delicious as
they were doing
it,
One
between his
Tell
them
that
how
you hope the
should be, but imply that
it
if
would be even better. odors, and pass the pans and pots
the food
Point out the lack of
around.
utensils
and vitamins in the food,
they save time and labor.
cooking
and show how the
into the kitchen
salesman
I
know
special cookers
dramatizes the difference
and the ordinary method by
down the sink and serving the what happens when the water is boiled
pouring the coffee
grounds.
"That's
off
peas and beans," he says.
When
it
come
to
"The
best part
is
wasted."
money, point out that every time a
prospect uses the telephone or gets into her car,
it
money.
But when she uses your pots and pans she
money.
By
to
costs is
if
her
saving
that time, they will be asking questions,
you have the information ready to answer them Similarly,
your
and
—with proof.
you're selling dresses, while you don't have
go through such a long demonstration, you do have
prove the value.
Suggest
how
nice the dress
to
would look on
Use a few perfumed words in your presentabut not too many. "Blue is certainly your color, and
the prospect. tion,
the model you are looking at
you."
Or, "I see that you're a
would certainly be lovely on good judge of quality. That
particular piece of cloth will give
you excellent
service."
PEOPLE ARE FROM MISSOURI
MAY
RUTS
When you
BE FINE FOR
each prospect
is
I
Do Do
it
know
that
talk,
it's
day
after day, you're
hard to remember that
hearing your talk for the
can avoid having
Does
AUTOS BUT THEY'RE BAD FOR YOU
go through the same
apt to get in a rut.
from time
101
first
time.
You
sound "canned" by asking questions
it
to time.
sound
interesting as far as you've
your terms
fit
gone?
Which does she
these colors appeal to her?
li\e best?
her poc\etbool(?
Does she agree that the
best time to
buy
is
now ?
Phrase your questions right and you'll get the answers you want. But when you don't, or when you see signs of doubt, stop
and prove that what you're saying
prospects will question the
when you need some
same
special proof,
your talk and avoid getting into a
The
best proof
is
something, prove
demonstration. it
by
pictures,
is
a fact.
points, but
Not
you will keep changing rut. If
you
can't demonstrate
argument,
letters,
photos.
But be ready to prove everything you say to a prospect!
When
the prospect's eyes say, "Oh, yeah?". Stop your tal\
and prove your statement.
A Powerful
Word Is
all
by stopping
the Word, "Because—.
13
YOU CAN'T
SELL SHOES
TO A LEGLESS MAN
Three main types of objections that arise during your Your product must fit a need. How to handle the interview so that you keep control of the situation. The best presentation is the one that gets the order demonstration.
fastest.
OU RE SEATED IN THE LIVING ROOM WITH YOUR TALK WELL under way. Your prospect seems interested. Everything I
seems to be going well.
Suddenly the dubious look in
eyes warns you that he isn't going along with you. leans back
and
says
one of these three things:
"1 don't believe your product will do all
"What you offer may
you claim for
it."
fine, but I have no use for
it!'
be very
"1 can buy something just as
Of
of these
good
for less
he won't use those words, but
attempt to slide by or around an objection. will leave a doubt in his terfere
money/'
what he Experience will show you which is the commonest three objections, but you have to meet it. Never
course,
means.
his
He
with your
mind
that's
If
that will bother
you do, you
him and
in-
sale.
Suppose you're selling a dishwasher and have made some claims for
it
which the prospect 102
doesn't accept; claims
which
YOU CANT
TO A LEGLESS MAN
SELL SHOES
You have
she thinks are too startling.
103
example,
stated, for
that your dishwasher will clean her dishes in half the usual
which
time, leaving her with a long evening in
the movies or to play bridge.
"You mean
that
I
dishwasher
Your
is
dishes
done in half
and
to rephrase her question
say something like
Suppose
Mrs. Jones.
my
Or, "I don't believe that this
that good."
is
best bet
You might
go to
She interrupts:
can actually get
an hour instead of an hour?"
to
this, "Let's
put
clarify
way,
this
it
were to demonstrate that
I
it.
this dish-
washer will wash your dishes cleaner and in half the time that say,
it
now
Then you'd
takes.
agree that
it's
as
good
as I
wouldn't you?"
She must answer, "Yes." to present
your proof.
And
You need
in her mind.
That opens the way for you that proof must leave no doubt
statements
with about the same problems
from
—definite
ported where possible by photographs and
machine
is
good
as
as
you
say.
women
like her,
statements, supletters,
If possible,
that your
have names of
people she knows, but in any case, you must have enough
such testimonials to convince her. NEVER, NEVER ARGUE WITH THE PROSPECT It
doesn't pay, under
any circumstances, to get into an
argument with your prospect. but lose the
Remember enthusiastic
You may win
the argument,
sale.
—
that
you are naturally and understandably
at least, if
you have taken
my advice about
sell-
ing the products that appeal to you, you will be enthusiastic.
Don't
let
your enthusiasm run away with you.
If
the pros-
pect doesn't agree with something, don't try to prove
repeating your statement.
it
by
w
YOU CANT
104
A
made
paint salesman
the statement, in dealing with
"this paint
his prospects, that
Long
paint by a full year."
point,
and
that
most
would
see if the prospect
accept
Usually,
it.
say,
know
"I
After
that doesn't
sound reasonable to you.
man, and you know much the same constit-
you're an intelligent
all,
that most paints have pretty uents.
That's right.
"But, in addition to into a
good
all
the usual things that go
paint, ours has a secret
formula calling
for the addition of a certain chemical it
him
experience told
Therefore, instead of going on, the salesman
didn't.
would
any ordinary
outlast
will
So he would hesitate at this
people didn't believe him.
he
TO A LEGLESS MAN
SELL SHOES
adhere more closely to the
home.
What
important.
wood
you what
can't tell
I
it
which helps
surface of your
is,
but that
isn't
what
this paint
Jones, just read this letter
from Mr.
important
is
is
did for other people.
"Now, Mr.
He
Armstrong.
he always had to
says that
re-
paint his house every four years until he used
—and
our paint other
His house
not quite as
need
Here's an-
from a man you may know, Mr.
letter
Butcher.
ours lasted six years.
is
attractive.
to repaint after his
white, just like yours, but
Notice that he didn't really
house had gone a
full year
longer than usual with a coat of our fine paint.
And
here are more
YOU CAN'T In order to less
man
sell
doesn't
letters.
SELL SHOES
." .
.
TO A LEGLESS MAN
anything, you have to
need
shoes.
fit
a need.
Women who
A
leg-
send their
YOU CANT
TO A LEGLESS MAN
SELL SHOES
laundry out don't care People
is.
who
how good
105
your washing machine
can't read are not prospects for your books.
In other words, the prospect must have the need for your
Sometimes that need
product before he will buy.
may
sometimes you
ent,
For
is
appar-
have to prove the need.
instance, the salesman for a roof coating material
He
looks at the garage roof before he enters the house. sees that the roof is in a
something
like this:
"Mr. Jones,
have taken the liberty of looking
I
While
your garage roof. soon, unless
"You
may not leak
you take immediate
see, if
dollars.
it
first-class
But
ing won't save
if
it,
it
action,
you can
shape by spending only a
you
let it
and
you'll
with me,
Smith Roof-
go, even
have a mighty ex-
pensive repair job on your hands. take a look at
at
yet, it will
taken care of at once.
it is
put that roof in
few
His presentation goes
bad way.
I'll
If
you want
to
show you what
I
mean."
Of
man
course,
to
if the'
prospect actually goes out with the sales-
examine the
roof, the sale
is
usually made.
If not,
the salesman goes on:
"Well,
would
I
suppose a
new
cost about $200.00.
anteed roofing job will save
now
roof for that garage
You can
get a guar-
That
for about $80.00.
you $120.00, which
is
a lot of
money
to
save these days."
Usually the owner knows that he needs a
he doesn't surrender so
easily.
He's cagey.
but a neighbor will fix that roof for
me
new
He
roof, but
says,
for $50.00."
"Yes,
YOU CAN'T
106
TO A LEGLESS MAN
SELL SHOES
A DRAMATIC DEMONSTRATION DOES THE TRICK The salesman remarks materials that
money
save
that, of course, there are roofing
and suggests that
for less
sell
run because
in the long
when
the weather gets cold or melt
his roofing will
won't crack
it
when
He
the sun gets hot.
asks for a glass of water and produces a sample of his coat-
ing on
Then he
tin.
match and
lights a
"I'm going to hold the match to coating so hot that it
a lot hotter than
as
this
it,
it
hold
that.
it.
Now
this
sample and get the
Then I'm going
to
notice that while
I
will ever get in the sun,
Smith Roofing
That's because
was.
it
can't
Like
in the water.
cooled
I
explains:
and genuine Canadian
still
is
we
I call
elastic
it
gum
with asphalt That's what
proof.
example of
Let's take another
A
kind of objection. to
and
use the most expensive
into a perfect, seamless, waterproof covering."
it
and suddenly
as pliable
asbestos fibre to bind
drop got
run up against
it
this I-have-no-need-for-it
salesman selling men's clothes used
Too many
frequently.
to feel that they could get along awhile
old clothes.
immediate
He
found that these arguments helped make
sales:
1.
"The
2.
"We
price
any more of
is
closet
to
wear your new suit now, it hanging in the
be nice to have
when you want
"You're
When
it
this fine cloth after
gone."
"You don't have
but wouldn't
4.
going up."
is
can't get
the present stock 3.
prospects liked
with their present
used
to
it?
It is
good
wise to be ready."
clothes,
Mr.
Jones.
Mrs. Jones dresses up, you want her to be
proud of the way you look, don't you?"
YOU CAN'T
TO A LEGLESS MAN
SELL SHOES
107
HANDLING THE ETERNAL PRICE OBJECTION
make any
doesn't
It
difference
what you
are selling,
will find that a lot of people think the price
You must
treat the objection sincerely.
Too
you
too high.
is
often, in the
middle of your demonstration, your prospect wants to
ask,
"How much?" I
have tried two different ways of handling
The
work.
first
way
is
to say,
and both
this,
"I'm coming to that," and
keep right on with your demonstration.
The
theory
is
way you can build up the value in the prospect's The second method is to stop and let her ask, "How much?" Then you may have to sell her on the price and that in this
mind.
get back to your story.
Some salespeople use one method, some
you will depend partly on you and
will be the better for
on your
partly
gives
you the
prospect.
Try both methods and
But sooner or
later
which
you are coming face to face with the
and the prospect
thing
just as
good for
will tell less
you that he can buy some-
money.
The
best sizzle
understand that cheaper yarns are available.
has been in business twenty-five years, and lots
see
best results.
price
I
Which
the other.
is,
"Yes,
Our firm
we have
seen
come and go. You remember what Abe You can't fool all the people all the time. yarns may loo\ as good, but they can't possibly
of pricecutters
Lincoln Inferior
wear
as
said,
well.
If
you pay cheap
prices,
you get cheap
goods."
You must show your prospects that the adowning your product are greater than the value of the money you are asking them to spend. A wide-awake book salesman found this price objection The
rule
vantages of
is:
YOU CANT
SELL SHOES
TO A LEGLESS MAN
he figured out an answer.
Here's about the
108 serious until
way
it
went:
"Mrs. Jones,
I
have here an interesting report prepared
by the Harvard Business School.
men
proves that the
It
who graduated in the upper third of their classes made much greater successes of their lives than men in the lower two-thirds. You can see for yourself what that means. In money alone, men in the upper third made $2,000.00 a year more, on the average, than those in the lower groups.
"Think what you? help
that difference will
You want him
he grows up.
mean
to
William when
to be in that top group, don't
Well, our books are exactly what he needs
him
"With
these books,
to
William will have information
at his
have to get slowly over
many
fingertips that others will
We
years.
now
to get the habit of being at the top.
have found that in
many
cases, students
with
our books are able to graduate a year sooner than others. Probably you will find, these books will enable
means
much
that he has a
cessful sooner
many
as so
William
others have found, that
That chance of becoming sucSurely you want to help
to get better grades.
better
than the average.
William make more money later?"
ENTER THE DOCTOR If sale, life
call
do
Doctors give advice on almost every phase of
so.
today.
says,
on medical testimony
you can
For
instance, the
"I'm not selling
health.
The
the people
just pots
celebrated Dr.
who come
to his
to help bolster
your
aluminum
utensil salesperson
and pans.
I'm selling better
Mayo
says that 85 per cent of
world-famous
are there because of disease resulting
clinic
each year
from improperly
pre-
YOU CANT
SELL SHOES
TO A LEGLESS MAN
With our
pared foods.
utensils,
109
your foods can be better
prepared."
This same argument can be used for food products, of Variations can be used on many products. The
course.
shoe salesman, for example, says, "Doctors agree that
many
children suffer colds in the winter because their shoes are
not sufficiently waterproof."
The
insulating material dealer
"You can ask your doctor, Mr. Jones, about keeping summer and warm in winter. He'll
says,
your house cool in
you that the body benefits considerably when it is kept a fairly even temperature." The rug saleswoman says,
tell
at
"Your
scatter rugs are lovely, Mrs. Jones, but doctors tell us that the cold floor space between your rugs lets in a
amount
certain
a
warm
floor
of draft that's bad for us. Our rugs give where the baby can play all winter long."
"YOU'D SPEND I
don't
Sentence
LITTLE
Is that
up
she ran
would first qualify you like this, and I price.
WOULDN'T YOU?"
Once assured
right?"
years ago, I
my
"Well, Mr. Jones,
believe that your only objection
be overambitious and
ters in
LOT,
against the price objection, she
as follows,
it
continue, "I'm going to
"Some
TO SAVE A
know whether you can use this Tested Selling or not, but I know one saleswoman whom it served
When
well.
A
business.
it
tell
cost
that
it
found that
can see that of
was, she would
a story about me.
me
I is
I
used to
a lot of money. I
had
So, because I
to write a lot of let-
was ambitious,
I
wrote
them long-hand. One day a typewriter salesman came in and proceeded to sell me a typewriter. I used to do about ten long-hand letters an evening, and be
have no evenings
man
off.
So
I listened to
and bought a machine.
worn out— and
the typewriter sales-
"0
YOU CANT
"Since then,
time
I
my
typewriter twice over, and
want
thing to spend a
The
I still
save at least
week.
"I've paid for
use whenever
MAN
many letters, make them much faster. Figuring my
even 50 cents an evening hour,
at
dollars a
LEGLESS
can do twice as
I
look infinitely better, and work
two
TO A
SELL SHOES
See what
it.
mean?
I
it's
It's
mine
to
a sensible
to save a lot"
little
utensil salesman says, "In the
my
average home,
system will save two to four cents per person per meal.
That means that in your family about three
The
you'll
this will
have
pay for
itself
Figure that your fuel
and you
The
will see
shirt
lasts
how
Shirt should give
bill will
long?
Six
the
itself."
Your average shirt The Walker nine months. That
says, "Let's see.
how
is
be cut 10 per cent,
rapidly this insulation pays for
salesman
about
in
for years to come."
it
insulating salesman says, "But your only cost
first cost.
now
months—and
months?
you excellent wear for
means 50 per cent more wear. You can see that this shirt will return you a handsome profit on your investment." THE NURSERY SALESMAN HANDLES PRICE In several popular direct-selling products, such as nursery stock, there
appeal.
is
normally no dollars-and-cents moneymaking
For such products your appeal must, of course, be
different.
One good
salesman doesn't attempt to discuss price during
his demonstration.
He
says, if asked,
introductory offer that's marvelous. ute."
up
Then, when he
price, I'd like to
we have
a special
gets to price,
know
just
"We
I'll
he
have a special
get to says,
what you could
bonus arrangement.
need $10.00 worth of bushes and
trees,
it
in a min-
"Before
I
take
use, because
For
instance,
and
will enter your
if
you
YOU CAN'T
TO A LEGLESS MAN
SELL SHOES
111
order right now, before the season gets under way, offer
you
as
runs $15.00,
Even
much 1
10 per cent bonus.
as a
if
I
can
your order
can give you our wholesale price."
then, the prospect
may
feel that the price is too
Here's his answer: "Mr. Jones, you have a beautiful
high.
home
here.
probably cost you about $8,000.00.
It
Now,
you're a pretty shrewd buyer.
bery to beautify an $8,000.00 house is
Or,
Remember
it?
If not,
$50.00 worth of shrub-
isn't so
much
to spend,
that your shrubbery will also increase
want
the value of your house in years to come, in case you to sell."
Sometimes the price objection takes a new turn. prospect can get shrubs cheaper from another firm.
salesman licks this objection to a frazzle: "Mr. Jones,
wanted
to sell inferior,
we
roots,
could cut the
you mentioned.
we
But
you don't want to buy system on our
Or
lilacs.
another nursery
.
pay.
may
all
sell
this
maple
than that
to sell such stuff
and
trees at one-third less
salesman quotes. tree for almost
But, Mr. Jones, the
you by
less
scrawny
."
maple
"Yes," he
any price you
tree that
you buy
I'm asking $5.00 more than the
for fifty years.
price given
want
thin,
Notice the strong, healthy root
"you can get a maple
want to is good for
don't
it. .
than the prices which agrees,
weak bushes with price way down to
The The if we
this other
company.
That means
that
the additional strength and beauty our tree has to
offer you're
going to pay only 10 cents a year"
TALK "QUALITY"
When
IN
you want to make
THE PROSPECT'S LANGUAGE clear that
your product
in quality, use terms that your prospect can grasp. selling shoes to a farmer,
remind him that
his
is
"tops"
If you're
cows are
YOU CAN'T
Ill
SELL SHOES
TO A LEGLESS MAN
Holstein or Guernsey or Jerseys, not scrub.
In the egg-raising
better value.
that
in
He
bought
bet-
cows and paid the higher price because they gave him
ter
Rhode
that standard
is
and
refer to
her
Tell
that
it is
Learn what
proud.
fine products,
its
familiar with the most
is
the favorite chicken
it.
Similarly, every trade has
products.
is
money
Every part of the country has some
—some standard—of which
woman
he's putting his
Island Reds (or whatever
in that community.)
product
your prospect
districts, tell
when he buys your product
when
and every
famous advertised quality she
your vacuum
buys
cleaner, she's buying an article that stands out like a Packard
movie, or a blue-white diamond.
car, or a five-star
homely terms
so that she instantly understands.
Use
But have
your quality comparison prepared before the price objection
comes up, then
you'll
be ready for her.
WATCH OUT FOR DETOURS This
is
detours.
Don't this
let
a good place to put in a word of warning about Your prospect wants to talk about something else. him get the upper hand. You're the driver of
omnibus.
Don't
let
your prospect leaps in surprise.
off the road.
I
remember,
instance,
liked your product,
"Mr. Graham?" he
"I thought his daughter
course, she was.
For
the passengers steer.
when you mention how Mr. Graham
last
was
week.
sick. .
.
."
asks,
Why, of Let him
moment, and when he stops, break in quickly, "That's interesting Mr. Jones. But now let's take a look at some of these other letters." Or else he says, "Why, I paid only 89 cents for these socks ." Haul him back. "That and the saleswoman said. talk for a
.
.
YOU CANT
SELL SHOES
was a good buy, Mr. to
tell
TO A LEGLESS MAN That reminds
Jones.
me
my
You know, he
wanted
your husband
is just
to save a lot.
the kind of
That's
.
"Mrs. Brown,
back on the road with you.
why
George
.
I
."
Get her
believe that
man who would spend a many people are buy-
so
..."
A
sales
demonstration
is
li\e
a ride in the car.
You'll
have some bumps in the form of objections, and you'll have some short detours. But \eep control and handle the job properly and you'll reach your goal the sale safely!
—
In Driving and in Selling
is
sends his bathrobe
to the laundry with his socks in the pockets.
ing.
I
to talk about her husband.
husband would never pay that much.
such an economical man.
little
that
you about our terms."
Sometimes the prospect wants
"Oh,
113
Loo\ Out
—
for
Red
Lights.
14
SEVEN TIMES
IS
MANY TO ASK
NOT TOO FOR THE ORDER
Low-pressure closings are easier than high-pressure. Using suggestion to get the right answers. Wheelerpoint
Number
4 appears again.
Uo
YOU REMEMBER THE STORY OF ROBERT BRUCE, OF Scotland? As I recall it, he had tried six times to get the throne of Scotland, and six times he had
lost.
Seeking
shel-
an old barn, he observed a spider trying to bridge a gap to make a web. Six times the spider tried and failed. Then, on the seventh attempt, he succeeded. So Robert ter in
Bruce went out, made one more big attempt, and also succeeded. Just because you've tried to get the order six times
and
One
suc-
failed doesn't cessful
mean
you're licked.
saleswoman that
sure her prospect
I
know
means no
until
Try tells it
again.
it
me
that she's never
has been repeated six
times.
High-pressure selling rushes the prospect up the close in a whirlwind of words, forces a pen in his hand, and practically
compels the poor prospect to sign.
salesperson gets the order
and
runs.
114
The
high-pressure
MANY TO ASK
FOR THE ORDER
115
Low-pressure selling helps prospects
fit
The
their needs.
Get the prospect to agree on some
point
secret
is,
Then
she won't have to decide abruptly on the big point,
little
first.
including the signing of the contract.
We're not
interested in high-pressure salespeople because
they have pretty well disappeared from the picture. let's
take a few low-pressure salespeople at
work and
But
see
how
they operate.
A woman The
selling dresses has finished her presentation.
But
prospect wants one of the styles that cost $4.95.
little
new
Oscar needs a
farm
Besides, afraid.
.
.
have
prices
and
suit
Bessie has to get shoes.
been
not
good.
No,
she's
.
The saleswoman
sees the look in
asks her to decide about Jones," she says, "this style
and the gray. don't you?"
I
her prospect's eyes, and
some little point. "Now, Mrs. comes in two colors, the black
think the black would be more servicable,
She comes back to the
dress.
Yes, she likes
the black.
"Now, about
You wear
size.
no, she wears a 16.
Does she
about a 12?"
"All right," the saleswoman says, starting to order form.
"What would be
How
livered?
but
she'll
This dress
is
?
fill
in her
the best time to have
about Thursday morning?"
going to be home.
Goodness,
really look that small
She's going to
it
No, she
Aunt Martha's
de-
isn't
for lunch,
be in Friday. a sample of
by getting
suming the
how
decisions
on
woman
a a
few
got the order for a
little
things and by as-
rest.
You must supply the action. the prospect to come along.
You must make
Suppose you're selling handbags.
it
easy for
Your order form
is
on
SEVEN TIMES
116
You
the table.
and brown
a hat
bag
pull
it
over and ask, "As long as you have
shoes, you'll probably prefer the
to the blue, isn't that right, Mrs. Jones?"
remember
NOT TOO
IS
that she hasn't
made up her mind
got a lot of things to do with that money.
brown
Now,
then,
to buy.
She's
But, of course,
You've only asked about the
you're not asking her to buy. color so she's safe in agreeing.
Now you go along with your questions. in
two
Do
sizes.
She
size?"
you
feels that
"This bag comes
like the large better it
would be
than the small
better to have the small
one.
"Let me see," you continue. "Your initials are what?" Meanwhile you keep writing her answers down on your pad. Finish your questions and you have the order
all
made
out.
PEOPLE DON'T LIKE TO SIGN
Right here
So
signing. there,
I
name on
"Let
me
Similarly,
and
more
selling.
cents.
Do
you
it
when
orders
"cents."
Right there,
the order.
see.
if
on
it
"Put your name right
Or, "The
put the X."
Just put
course.
you never to ask a prospect to
There's something legal and serious about
just ask a person to,
where
your
get
me warn
let
sign anything.
spell
your
this order as
have
office likes to if
you
Or,
please."
name with a J?" Of an OK, will you ?"
comes to the question of money,
you'll
you drop the dangerous words, "dollars"
These words are seldom used in any kind of
The price of something is two ten, not $2 and 10 vacuum cleaner at seventy-nine fifty isn't nearly
A
so expensive as
one selling
at seventy-nine dollars
and
fifty
cents.
On the same basis, if your prospect has a checking account, get
him
to
draw
a check instead of giving you his hard-
MANY TO ASK
FOR THE ORDER
117
A friend of mine, collecting for the Red Cross,
earned cash.
much as the next highest man in his group, because everyone else tried to get one or two dollars in collected twice as
cash, while
he asked for a check for
players will
tell
five dollars. Poker you that they play a much smarter game with chips than with money.
HOW At
BIG
AN ORDER SHOULD YOU TRY FOR
a sales meeting recently, one of the
big an order he ought to ask for.
what you expect
I
men
told him,
asked
how
"About twice
to get."
If you're selling
nursery stock, suggest that about two
dozen bushes and a dozen of those lovely apple trees would be about right. Or would he prefer six apple trees and six
The prospect adds rapidly, gulps, and finds that he can afford just about half of the plantings you recommend. But if you suggested an order half the size of the one
pear?
recommended, he might still want to cut it in half. Sometimes you have to collect a deposit. The one tested method of collecting a deposit is to mention it casually in your presentation, long before you get to the close. Then, by the time you come to the end of your presentation, your prospect
knows you
your order you'll let
is
me
are going to ask for
signed,
you
start to
money.
pack and
have that deposit of three
fifty.
So, when "Now, if
say, .
.
."
If
you
pause and smile, your customer will usually go and get You've got to show that, of course, you've expected it
it.
all
the time.
AFTER THE BALL I I
know
IS
O-O-O-VER
that not all salespeople will agree with
always change the subject as soon as the
sale
is
me, but
made.
I
SEVEN TIMES
118
know
that
the sale
some good companies favor
Maybe
completed.
is
some types of people where always found such a close as
"Thank day
I
was
just
someone
customer's dropped in and
in at this minute, so
Here 1.
are
some
we have
this
rug (or that
you had
I
One
guess not.
when
a friend of
it?
my
found that she wanted some
I
I
be on
guess
my
no one
else is
coming
way."
variations I like:
our business
settled, I
Now
wanted to ask you about
How
chair, or drapes, or dog).
The
reason
new rug myself and might not wear 2.
be more than
you'll
"There's your receipt, Mrs. Jones, and thank you.
that
it
I'll
some products or
necessary, but I have
door?
like this
Well,
of these stockings too.
know
I
at the
packing up
is
this effective:
you, Mrs. Jones,
Is that
pleased.
a reselling job after
there are
that
NOT TOO
IS
"Thank you
I
I
ask
is
long have
that I'm looking for a
think this one's a beauty.
I
was
afraid
especially well."
for this order,
Mr. Smith.
Now
I
want
Would you give me the names of who might be interested in a machine
to ask a favor of you.
some of your
friends
like yours?
You
and
I'd appreciate
see,
I'm rather a stranger around here,
any help you can give me."
"The deposit is only two fifty. That's right. Thanks very much. You are going to get a lot of pleasure and happiness from your small investment. And speaking of pleasure reminds me of a movie I saw last night down at the 3.
State.
I
wouldn't miss
it if I
were you.
It is
very enjoy-
able."
THE LADY
Sometimes you
WHO WONT
SIGN
will talk to a customer
who
is
willing to buy, but simply will not sign anything.
perfectly
Thirty
MANY TO ASK
FOR THE ORDER
119
ago his father signed some small type which he
years
thought would give him a half interest in a gold mine.
As
turned out he had bought a piece of worthless property
it
on which he had
One good way
pay taxes for the
to
of handling this
with which the prospect
is
rest of his life.
to bring in
something
familiar: "Mr. Jones,
you some-
is
times buy from the mail order houses, don't you?
when you
any hesitation it,
and send payment
Now,
seen.
worrying
for
something you have never actually
of course, the reason you can do this without
\now that the big mail order houses You feel that you can absolutely rely right. With us, we don't ask you to
because you
is
are perfectly honest.
on them, and you're pay in advance.
We
haven't seen.
we
was
And
money in advance. You don't have whatever. You make out your order, sign
do, you send
All
buy anything you
don't ask you to
ask
is
you prove
that
showed you
to
my
office that
and you accepted our offer. When you put your name on here you are not obligated to one single thing beyond what we talked about. We're not as big as the huge mail order houses, but we're I
really here,
this,
just as honest."
Here's another suggestion,
"You know, Mrs. Smith, some
my
customers resent putting their names on the orders, because they know that they're perfectly honest. But really of
it isn't
a question of your honesty at
our company asks us to get your sure that
I
tection for
have
all
you—so
and
You
I
know
see,
I
name on
Just
put your
name
I like best:
between
the order to
of the specifications right.
Here's the method
Mrs. Jones.
all.
make
a prohere for me, will you ?"
"Well,
I
It is
don't blame you,
don't like to sign things myself.
that a verbal agreement
my company makes
us,
is
But you
not very businesslike.
certain promises to you.
You
SEVEN TIMES
120 will
want
For instance,
keep a copy of these promises.
to
you will want in writing the exact items you date of delivery, and, of course, you will tee that
we
we
selected, the
want our guaran-
will replace anything not completely satisfactory.
So you can if
NOT TOO
IS
see that
it
will be helpful both to
you and
to us
put this in writing."
TWELVE ITEMS DON'T TAKE TWELVE CLOSES Suppose you happen to be selling a
You
dozen
can't ease a prospect into a
worn
line of a
dozen
closes.
items.
You'd be
out half-way through your order.
Select your leader
Use your
and
try to close
best selling item, especially
an order
as a starter.
where you have some-
thing with a broad appeal at a low price.
Then, when the
prospect has agreed to take that, select another item and
about
For
it.
brush.
I'll
meanwhile,
make I
tell
instance, "Yes, you'll like that little steel
a note of that (on the order form), but
wish you'd look ..."
at this
new
shoe brush.
Just
feel these bristles.
Make one able pause.
item lead right to the next without an appreci"Before
I
forget, I
brushes are going up in price.
dozen family.
or
now
want I
to
mention that tooth-
suggest you get a half
in various colors for various
How
members
of the
about two each of the red, green, and blue,
would you want more of the blue?" stores have found that the man who buys a 15
Tobacco
smoking tobacco is a fine prospect for a dollar pouch and a $3.75 pipe and a $6.00 humidor. The psychology is the same as in your case. Ma\e your little sales cent can of
lead on to bigger ones by use of proper suggestions.
MANY TO ASK
FOR THE ORDER
DOWN THE ORDER
NAIL It is necessary,
121
when
selling
more than one
make
over the entire order and
item, to
go
sure that your customer
understands exactly what he has bought and on what terms.
For
instance, "Let's
run through
this together,
The
Here's your copy of the order. factory; the other carbon .
Run through
."
.
the
and
totals,
the whole
list,
checking the price and
assuming that the prospect
tactfully
Jones.
You're going to get one.
keep.
I
Mr.
original goes to the
realizes
that he has signed a definite order.
Then change If
tant,
you are it's
a
"You'll see
me
again,
is
impor-
fact
on the prospect
Mr.
Jones, because I
that once you have started to use our products, you'll
want more of them
soon.
regular customers, and of mine.
The
I
all
Most of of
my
my business
secret of successful selling
finds
what
ful
will be to
is
is
going to buy,
act confident.
You assume
Try
this
relationship."
to take the attitude that just as
a marvelous line you are selling
him.
comes from
customers are real friends
hope we have a long and pleasant
of course your prospect
it
where repeat business
good idea to impress that
before you go.
know
the subject and leave.
selling a line
that
he
soon
as
he
and how helpand you
will buy,
formula, and see for yourself
how
many more orders you get. One thing more must be which.
your
If
emphasized: Don't as\ ij—as\ you will everlastingly keep that in your mind,
sales will
go up.
buy?"
Don't even
mind.
Of
Never ask
let that
yourself, "Is
question
course he's going to buy!
know is: Does he prefer the
come
he going to
into your
own
What you want
to
red one to the green, the regular
122
SEVEN TIMES
size to the
double
size,
IS
NOT TOO
immediate delivery rather than next
week, and so on. This becomes doubly important
wants
much.
it.
Your
Don't
job
let
to help
is
him
him
decide
give you a no answer; never ask a
question that can be answered by a sibly help
it—and
generally,
The
to
flat
you can.
between something you want to
you want
The prosYou \now he which, and how
at the close.
pect has proved his interest by listening.
sell
no,
if
you can pos-
Give him a choice
and something
else
sell.
rule to bear in
mind
is:
going to lead a horse to the water, you might as well give him some salt first.
// you're
Give People Choices Between Something and Something.
SECTION
REMEMBER,
E
THE ORDER YOU'RE AFTER
The
IT'S
best approach in the
world
isn't
worth
much by itself.
You can know more about your product, and like it better, than anyone in the organization, but it won't make any money for you. Your sizzles may be perfect, in fact everything
you say and do may be just right, but you won't make any money until you get some orders.
15
WHEN
BUYERS HESITATE— DON'T YOU HESBTATE
How
overcome last-minute buying fears. Analysis of dont buy when you have brought them to the buying point. The verbal push is something you need
why
to
people
to develop.
"I just I
can't
make up my mind,"
says Mrs. Jones.
she stands, the symbol of indecisiveness.
She's a picture of
a thousand hesitant prospects, trying to
minds.
She has last-minute buying
There
make up
their
fears.
You go to buy a suit. handsome brown suit and a honey of a blue suit. can't make up your mind. So you ask the salesperson. He helps a lot by saying, "Both look well on you." You suffer buying fears. You're afraid if you buy the You're familiar with these
You You
fears.
see a
blue one you'll regret not having taken the brown. easiest solution is to
afraid to
decide,
run away from the problem.
make up your mind.
why
not put
Last-minute buying
fears.
know
as
it's
difficult to
some other time?
There's a fine chance that you'll
turn to that salesperson and say,
you
As long
off the decision to
The
You're
"I'll
think about
it
and
let
later."
Usually "later" never comes and you stay far away from 125
:
WHEN
126
BUYERS HESITATE—
the problem because you can't decide any better the next
day than you could while you were looking
No, the time to make your choice
is
two
at the
suits.
whenever the choice
comes up. It was the salesperson's fault for not being more helpful. Here's what he should have done, and what you should always do when the prospect is "on the first
fence"
AND YOU'LL MAKE MORE MONEY
GET OFF THE FENCE In
sometimes smart to straddle a fence.
politics, it's
direct selling,
it's
Suppose your customer can't de-
fatal.
two
cide whether to take the five
model.
You
In
stand
ninety-five or the three forty-
and
there
squeezed to death by indecision.
see
that
sale
All your sales talk
ing to be wasted, unless you do something
being is
What
fast.
go-
shall
you do? Decide that the two ninety-five
is
better for
than the three forty-five model and helps her
come
to a decision.
tell
Maybe
your prospect
That
her why.
she decides against,
but she does decide.
Suppose that your clothing salesman had think the brown
suit will
go
Immediately he
starts a
new
he doesn't know that you a pair of black shoes.
So you
better
just
said,
"Why,
I
with your hat and shoes."
Of
train of thought.
course,
bought a new gray fedora and
Boy, that blue
suit is just the thing.
finish with a suit instead of a headache.
SPECIAL FEARS "J can't afford one!' sold on.
AND HOW TO MEET THEM Nobody can
afford anything he isn't
Your prospect needs more
selling.
Suggest that
he can't afford to go without insurance or he can't afford to have his house look run down, or she can't afford to
take^
DON'T YOU HESITATE
127
Then,
a chance with her youngster's health. say,
"You can
afford a
few
you can afford to improve your house.
The
buy later"
"I'll
buy
pressure.
She's
on edge and
know "Why?"
All you want to
Simply
say,
may
She
look a
this
why
is
her husband expects a bonus in a
Ask her
wait for that. ing.
If
if that's
she says, "Yes,"
would be
all
likes
line,
to get her
she doesn't buy.
startled.
little
She
but
Don't try any high
no time
is
Then
you?
."
—everything about your
Don't argue with her.
later.
.
prospect says she's sold.
the size, color, prices, terms she'll
.
you can,
if
cents a day, can't
Ask
mad. her.
Finally she admits that
month and
she wants to
her only reason for not buy-
you have
to prove
is
what
a
good
to start getting the help or pleasure that
idea
it
she's
going to get from your product right away instead of
waiting a month. 'Til thin\
it
Agree with
over!'
to rush too fast into things. to think of
her.
how much she is going Make this specific.
your product. example,
say,
dress to wear.
a
good idea not
to miss by not having
Dress salespeople, for
"You're right to go slowly.
But think about
when you won't have
the nice Sundays ahead
new
It's
But, of course, she also ought
Think
this lovely
of the pleasure you're going to
Then invert the argument, if you can. Vacuum cleaner men say: "Yes, it's not a bad
miss."
think about
it.
But you
also
idea to
ought to think of the back-
aches and the headaches that this cleaner will save you.
Think
of the time you save, the
your rugs that all you'll
we
can eliminate.
be saving
is
wear and In
fact,
tear
on you and
Mrs. Jones, about
a couple of dimes a week, not your
head or back or rugs." "It costs too
much"
If
you have a high-priced item, ad-
WHEN BUYERS HES|TATE—
128
it costs a lot and show why it costs so much. Then you must play up the quality of the ingredients. For in-
mit that
"Of course our bushes
stance,
most.
you such
healthy stock.
fine,
an unlimited our quality
On
is
so
better."
much
getting
than what he pays.
what
He's worried about the
you want him
to give you;
the pleasure of
him
—because
any product, you must emphasize what the prospect
money he has
good
much
why we can give you we know that
That's
five-year guarantee
receives, rather
too
more expensive than
are
takes a lot of work, over a period of years to bring
It
until the prospect
is
is
on
Everything costs
convinced that what he
worth more than what he
is
selling job,
to concentrate
he's about to obtain.
giving.
If
is
you do a
your talk will previously have convinced
much
that he's not going to spend too
for
what he
receives.
u
l
If
want
to loo\
around
first."
This
is
a delicate subject.
your prospect has a temper and you ask, "Why,"
apt to snap, "Because fering."
The
I
want
to see
she's
what other firms are
of-
That's not so good.
best treatment
is
to agree
with her that
it's
a
good
idea to know what others have available. "But, of course, Mrs. Jones," you comment, "I feel that that is really part of my job. I've put in some time studying every competing or similar line, and I'm quite sure that
question you might have. particular item?"
It
line.
man
and she wants
You've got a better
good idea for you
can answer any
woman
develops that the
bought some products from the ard, your competitor,
I
Were you thinking
idea.
next door
representing Stand-
to find out about that
"Why
to enter this order
of any one
wouldn't
we had
it
be a
oudined, and
then you can compare your purchases with those of your
DON'T YOU HESITATE
129
You're going to be proud that you did
neighbor?
it,
be-
cause she'll be glad to admit that you got the better buy."
The
He
Sometimes I
who wants
prospect
to look
around
almost sold.
is
wants a good reason for not looking around any more.
know
have found
I
pretty well
ble to suggest
it.
what
So
this effective:
you'll find,
let's
"That's a good idea.
but
I
think you're sensi-
put this order through so that you
can get our product and compare
it
with others and see
what a fine buy you got." "I want to buy something else first." She isn't sold enough. Find out what she wants, and compare the definite advantage of owning the two products. For instance, you're selling a
piano
It
first.
vacuum
cleaner
and she wants
to
buy a
takes a long time to pay for a piano, so you
try:
"Little Joan
should have a piano, and
going to get her one
as
soon
as
you can.
I
know But
that you're
there's
some-
With more important than music, and this vacuum cleaner, you can keep a pleasanter, healthier home, and that ought to be your first consideration." Or you may be selling men's shoes and you run up against a prospect who can either buy your shoes or take his girl to that's health.
thing
a big party.
"You're going to have a lot of time for parties,
but you mustn't take a chance with your
compromise?
Buy
these shoes
Why
feet.
and take the
not
girl to the
movies?" "I
want
Once
to see
my brother-Maw!'
a saleslady friend of
mine
why. women's
Better find out
selling a line of
clothing assumed that the reason her prospect wanted to
was to ask him about the line. My friend, being a smart young woman, said, "Well, maybe your brother-in-law knows something about the manufacsee her brother-in-law
WHEN
130 ture of these dresses.
The
If so,
I'll
be very glad to see him."
prospect said that her brother-in-law
and would soon be in for supper. down. She would and did.
field sit
BUYERS HESITATE—
Half an hour Give
me
him
in the
the saleslady
The
the brother-in-law appeared.
later
prospect greeted
was out
Would
with, "We've been waiting for you.
All she had wanted from her brother-in-
$4.00."
make the deposit! Usually, of course, when the prospect wants to see someone, he is going to get a lot of wrong information about your
law was enough money
Find out
line.
can pin him
whom
down on
to
he wants to the
see,
"why" you
and why.
some point which you left unexplained. There are some other buying fears, which you into again and again. You must find how best them.
Study the ones that are
like to explain a lot
more
If
you
will normally find
common and
will
to
run
meet
tough.
I'd
here, but they probably wouldn't
help because they wouldn't be specific enough to cover
all
the numerous types of products sold by direct salespeople.
The examples
I
have given should enable you to find the
successful formula.
A
good
rule to
In politics
it
remember
may pay
is:
to straddle the fence.
In
direct
selling, it's fatal.
When
Buyers Hesitate—You Keep Right on Going.
16
HOW TO DETECT THE PROSPECT'S "READY-TO-BUY" SIGNALS The that
ready-to-buy signal
may
he
is
an indication by the prospect Something
be then interested enough to buy.
he says or does will give him away.
Don't pass a buying
signal.
I
OU ARE
DRIVING
DOWN THE
STREET,
THINKING OF
HOW YOU
when suddenly The light is red,
can put a better sizzle into your approach,
You look up. going through it. The cop comes up and
you hear a police whistle.
and you're
You
are sheepish.
asks,
Don't you want to live?"
"What's the matter?
You've been asleep
at the
switch for a
minute, but thanks to an alert policeman you avoid trouble.
You
drive on, reach your prospect's house, start to
make
your presentation, and half-way through, you are apt to
run right by a ready-to-buy policeman to stop you
signal.
at the red
This time there's no
light, so
you keep right on
going.
Soon you may find that you're on a dead-end street, or one marked, "Detour until some other day." So you've got to make a real study of buying signals and stop when you 131
HOW TO
132 get to one, even
if
DETECT THE PROSPECT'S
you're only at the beginning of your
presentation.
Remember presentation,
that regardless of
when
how far
you've gone in your
the prospect gives you a signal, you stop
—and ask for the order! HOW MANY
TIMES HAVE YOU GONE BY THESE SIGNALS?
The two kinds of buying signals spoken. The spoken signals may be
are:
spoken and un-
easier to recognize, so
Here are some spoken cosmetic made?"
we'll start with them.
"How
that
is
signals:
"Will that metal buckle tarnish?" "Is that cord
approved by the Underwriters?"
"Will that material stand up under everyday wear?"
"How much would "Can
I
I
need for the house and barn?"
take these outside in the light?"
There are thousands of these such as these
Some
when
People ask questions
signals.
they are thinking out loud about buying.
salespeople run past these signals, talking themselves
into an order
and right out of
it.
Yet
I
have seen
sales-
people ready to talk for half an hour, get a question like one of these after five minutes, stop, answer the question,
ask for the order.
And most
of the time, they get
DON'T LET THESE SIGNALS Don't
let
these
little
signals
SLIP
BY
get past you.
high-income salespeople watch for
just
and
it!
such
Successful,
questions.
That's the time to get the contract ready.
The
best of the
question.
buying
signals, of course,
is
For instance:
"Can I pay monthly instead of weekly?" "Would I save any money by buying two?"
the
money
133
"READY-TO-BUY" SIGNALS
"Are they
all
"How much
deposit
There are a hundred they
mean
all
is
price ?"
necessary?"
of these price buying signals, but
that your prospect has
your demonstration and
is
gone ahead
almost ready to buy.
So beware of the price question.
it.
faster
than
You won't
near you are to an order unless you stop and ask
know how for
same
of the
Don't pass
it!
LOOK AT THE PROSPECT'S EYES In
many
demonstrations, you become so interested in
showing your product that you don't see the prospect's eyes. Make it a rule to keep looking at the prospect, because you often will catch a sign that he's interested enough to buy.
The eyes mirror the mind. Your does—wear a poker face, but his what's on
his
mind.
When
prospect
can—and
eyes
the real story of
tell
usually
the eyes^of the prospect keep
looking at the contract on the table, he's interested in it. Pick it up and say something about it. He's wondering.
Explain
it
When
to him.
in thought, he's doing
Don't talk too
much
your prospect's eyes are half shut
some
"tall
thinking" about buying.
at that point.
He
probably
isn't lis-
tening, anyway.
Here's an odd thing, a peculiar kind of unspoken signal.
When ing.
the prospect purses his
lips, he's
Repeat the things that interest
but play up the same features. for the order,
and
thinking about buy-
him; use other words,
Produce your contract, ask
listen!
WATCH OUT FOR INTERRUPTIONS
A
saleswoman
prospect
woman
is
is
is
trying to get an order for a corset.
The
considering two different models and the sales-
waiting for her to express a preference.
She gets
:
HOW TO
134
DETECT THE PROSPECT'S
none and keeps on going, describing the general features and showing how much better the prospect will look, when suddenly the prospect breaks in with
—''What's
the differ-
ence between these two?" That's the cue for the saleswoman to stop, explain the difference,
and ask which one the prospect
more, the rule appears, Don't as\
if,
Once
prefers.
as\ which.
Interruptions of this kind are clear indications of the
ready-to-buy attitude on the part of the prospect.
more
which mean
interruptions
"How
we have
often do
Here
are
business:
to oil this
machine ?"
"Should these stockings be washed every night?"
"How
long will these
"Are these the "Is this
These
latest
soles last?"
models?"
manufactured in
may sound
this
country?"
like objections,
but they serve the same
purpose as sand does on railroad tracks in winter. give the train necessary friction to
A person not such questions.
interested in If
will not bother.
he
is
buying will not interrupt with
completely uninterested, he simply
Questions are a sign of interest.
thing to remember about interruptions
The one
is
Don't you interrupt. That's a privilege that you must serve for your prospect.
WATCH OUT Here which
are
some good unspoken signals, among from time to time in the course
average sale: prospect keeps handling the contract. prospect scratches his head, in doubt.
He toys
re-
FOR UNSPOKEN SIGNALS
will occur
The The
They
go ahead.
with his fountain pen.
others,
of the
"READY-TO-BUY" SIGNALS
135
He rubs his chin thoughtfully. He leans back in his chair thinking. He—or she—calls a friend for advice. He puts down his work to concentrate
on what
you're saying.
He bites his lips,
or furrows his brow, in thought.
You'll find a lot more,
them, but what
I
want
to
when you get used to looking for do is to make you signal-conscious.
Different types of people react diff erendy, but
it
pays to find
what they're thinking. If you sell chiefly to one type of customer or color or religion
—one nationality —learn the general kinds of buying
sig-
For
nals to expect.
Swedish people get ready to nothing
People
at all.
get excited. all cases,
Of
may
window from Southern Europe may seem
Businessmen
smile at you.
you may find that when buy they may unexpectedly
instance,
out of the
stare
at
to
course, such general rules won't be true in
but they will be correct often enough to be a big
help to you.
TWO
An
SURE-FIRE BUYING SIGNALS
almost certain buying signal
from your prospect:
On
mechanical items
time after time. interested that
for
"How
It
I
a question like this
have seen that questions come up
always means that the prospect
he can't help breaking in with
his
is
so
demand
more information.
On nonmechanical
items, of course, the question
For example,
if you you happen to use a heavier can,
different.
Or
is
does this wor\?"
if
fruit
is
a
are selling canned foods tell
little
and
the prospect about
it.
your crops are taken from a certain valley where the is
noted for
its
rich flavor, let her
know.
Often she
HOW TO
136
come back
will
and
later
say,
canned peaches come from?"
DETECT THE PROSPECT'S
"Where did you
"Why
Or,
is
say these
this heavier
can any better?" Similarly,
if
you're selling hose, explain the difference be-
tween two-thread and three-thread and show your hose
ter
is
than the standard usually
how much
Some-
set up.
Play them up so inter-
where, you have some advantages.
estingly that they will stay in the prospect's
when
bet-
Then,
mind.
on her way
she comes back to ask about them, she's
to the contract.
Here's the other type of sure-fire buying signal. prospect says,
"Why, what
I
want
this for
That's her big reason for wanting
and
that's
your cue.
Emphasize
is.
The
." .
.
what you
are selling,
that your product will
do
For example, she may want a exactly hedge to shut out the pesky neighbors. Your hedge is ex-
what she wants.
actly suited for that, as
may
your pictures will show.
want a roof to cover the garage until she can
Or
she
sell
the
Or he may need a new suit to get a better job. Or may want an apron to prevent spattering her new dress
place.
she
When
you find out what your prospect wants, concentrate on that feature in the product you are in the kitchen.
selling.
GET THE PROSPECT TO
An
automobile salesman will
sign in
me
the world
tell
you that the best buying
for the prospect to say, "Here, let
you have anything mechanical,
and work
up
is
FOR YOU
drive this myself."
If it
all
WORK
it.
"salubrious."
let
the prospect handle
If you're selling a dictionary, let
Any
him look
time you can get the prospect inter-
ested in handling, feeling, smelling your product, you've
137
"READY-TO-BUY" SIGNALS
"got him going."* It's part of the general plan of making him feel that it's his. The real estate salesman, when he starts to sell a house, talks about this house. Let the prospect show signs of interest,
and
it
becomes your house.
He has brought
the pros-
pect into the picture at the right time.
Bring the prospect
That's what buying signals are for. into the picture.
Show him
the advantages he wants.
pleased with the thought of ownership, steer
him
and your job
He's is
safely into possession.
Here's a rule you mustn't forget: Don't pass up a red light or a buying of them will cost you money.
Now"
Spelled Backwards
signal, because both
is
"Won"
to
17
EIGHT TYPES OF
AND HOW When
WOMEN—
TO HANDLE THEM
you don't get the order, whose
fault is it?
analyze some of your errors in closing.
make
different kinds of people to
prospects are
What
this
How
to
takes a lot of
It
world, and your
among them.
makes people agree with everything you have no objection, show signs of interest, but say, "No,"
said, offer
when you come
to ask for
an order ?
who
eral different types of prospects I
I
have run across
behave like
that,
sev-
and
find that there are three or four reasons at the back of
their
minds—reasons
that you won't
know
about until you
ask.
For example, one prospect until
will not take
doesn't
too good natured to stop you
Another wants to buy but has
you get to the end.
no money and
is
want
to admit
it.
A
third simply
any action without the approval of the other
half of the family.
Whenever anyone you make, be
agrees too readily with the points that
Try
suspicious.
running through the whole if
he's the
kind that wants
to close at once instead of
talk.
In that way, you can find
to wait until the
138
end
to say,
"No."
AND HOW TO HANDLE THEM
139
ALWAYS FIND OUT WHY HE WON'T BUY
A
salesman
suit
who
prospect
is
tries
something like
when he
this
gets a
too agreeable: "Mr. Jones, you agree that
you will get more wear and more enjoyment from one of our custom tailored
You
suits.
agree that our prices are
low considering the quality of material and workmanship. Yet you don't want to buy. Will you tell me why?" There
always the possibility that the prospect has agreed
is
with some point without being really convinced. says so, is
just
know
about the
Suppose he wants his wife to
man
something
says
like this:
"Wouldn't
wearing
you decide now,
it
she'll
word
why
let
he
If
he
you.
This
sales-
be more fun to
when
in style and
fits
so
soon have the enjoyment of
you'll
not
If
tell
be pleased
Don't postpone your pleasure.
it.
be proud of you, so right
last
it.
he should
see the suit first.
she sees you in a suit that's the If
suit,
Don't you agree that
surprise her?
well ?
know
kidding you, you have a right to
wants his wife to
he
If
you can go back to work on that same point.
me
Your wife
will
take your measurements
now?"
Women proval
are especially anxious to get their husbands' ap-
when buying something
for the house.
lady
If a
prospect mentions that, agree with her: "I think you're right,
Mrs. Jones.
wives are buying.
want you
to
Many
husbands like to see what their
But I'm sure that your husband would
buy something you
really liked.
Now,
we
if
enter your order right away, the goods will reach you in
about ten days, so you'll have plenty of time to talk
and gain
his approval in that time, if
were you,
I'd surprise
him.
He
likes to
you want.
if
you don't thank
me
But
over if I
have you bring new
things like this into the house, doesn't he?
time and see
it
Just try
it
this
for the suggestion."
WOMEN—
EIGHT TYPES OF
140
YOUR DEMONSTRATION MAY
AT FAULT
BE
you have gone through your entire selling talk without meeting any of the buying signals mentioned, and your prospect says, "Wait until the next time you call," or "I'll think it over and let you know," you can be sure that there was If
something wrong with long.
too
talked
Maybe you failed Maybe your whole Failure
most
is
your
new
the
appeal.
best
to bring the prospect into the picture.
talk lacked a sizzle.
come
likely to
attack at once.
who
to beginners
When
perfected their presentations. to start a
Maybe you
presentation.
Maybe you missed
I
it
haven't
does, they are apt
don't think
much
of the
plan of starting over in this way. It's
much
something she
said.
For
Your prospect was not to the order blank.
when you
instance,
especially interested
The
the
men
on tomato
tomato
Then,
six.
down and you have
her
be selling a few
me
know one
if
flavor,
she agrees to
started.
of the house don't like relishes.
rather than the whole
I
She
Feature the special price for three
Suggest that she take
USE
juice.
Emphasize the
juice.
about your pickles and mustard and you'll
when you came
only interest she had showed was
the purity, the large size.
it
be selling food.
price.
Start again with the
that, write
may
you
talked about the special
had asked the
bottles.
from
better to regain the prospect's interest
If
Ask her
they do,
olives.
tell
if
her
In that way,
which she is interested which may confuse her.
allied items in line,
YOUR HEAD
IN
HANDLING STALLERS
who
tells
in butter
and
salesman, working in farm territory,
that a lot of his prospects
want
to
pay him
141
AND HOW TO HANDLE THEM eggs.
He
used to shy away from them, but later found a
good answer. He recognized it as a stall, of course. Farmtheir ers wanted his products, but they were anxious to sell own produce and hoped he might accept their eggs in exchange.
His method of handling this situation was to offer to accept eggs in payment! Farmers and their wives were amazed, but
it
worked.
Nine times out of
ten, of course,
he didn't actually have to, but once in a while he did take several dozen eggs, and some pounds of butter in exchange. Then he brought them to town, sold them, and made enough on the deal to pay for his extra time! However, I can't
recommend
he offered
that.
to barter,
The important thing
most of
is
that
his prospects agreed to
when
pay cash.
C.O.D. shipments. If you run Some people up against such a customer, ask her why. Usually she will say that she doesn't know whether she'll be home when the mailman comes. That's easy. Say that you will have it sent general delivery, so she can pick it up whenever it's still
Or
convenient.
but don't If
object to
suggest that she pay you in full in advance,
stress that.
her objection to C.O.D.
in her integrity, attached.
is
that
it
implies lack of belief
admit that C.O.D. used to have a stigma
"But now," you
tell
her, "the very best people,
with plenty of money, have C.O.D. packages sent regularly to their homes. For instance, Mrs. Smith, on Elm Street, having a package sent C.O.D. this week. So is Mrs. Robinson, in Fairview, and Mrs. Rolph, in Dawson. Yes, Mrs. Jones, a lot of people you know buy regularly from us
is
on a C.O.D.
basis."
142
EIGHT TYPES OF
WOMEN-
ANALYZE YOUR PROSPECTS BEFORE YOU CLOSE Before you ask for an order,
it
pays to have a pretty good
idea of the type of prospect you are addressing.
I'm listing below some of the people you will be calling on tomorrow, with some suggestions as to how to handle them.
The timid
With
person.
Explain everything in
her,
go slowly and quiedy.
Gain her confidence.
detail.
Get her
to smile, if
you can.
very careful
how you talk to her if you want to keep her
She
is
apt to be supersensitive, so be
con-
fidence.
The
a
this:
lot of
that
starts right
out to
tell
you what she
She's a good prospect. Ask her opinGive her a chance to show what she knows.
That's fine.
ion frequently.
Try
She
\now-it-all.
knows.
"Many
of
my
customers, Mrs. Jones, have to take
time to think over a matter of
you can
tell at
this sort,
but
I realize
a glance that merchandise of high quality
what you want. You are a person who can make up her mind and trust her own judgment." The silent type. She sits and lets you talk. She shows nothing by any visible reaction. The chances are that she doesn't grasp the things you are saying. The best way to like this
is
handle her
just
is
to use short, simple sentences, with plenty of
questions. Ask her, "You can see how this would save money for you, can't you?" The aim is to make her talk. Make her ask questions, then she's interested. The cautious woman. She is slow in thought and action.
Give her plenty of time to digest everything you say. Say everything twice or more, using different words the second time.
For
instance, tell her that your stockings
three lengths, long, short
and medium.
Then
come
in
say that
whether she needs long stockings or short ones, she can have
AND HOW TO HANDLE THEM them
at the
same
price.
143
At the
she
may want you
to
the items she needs and order
Recommend
help her decide.
close,
them for her. She will feel relieved, if you do it tactfully. The td\ative prospect. This prospect has nothing to do except to Mitzi,
tell
how
you about
how
she happened to
she helped her husband
make
how
truth about the people next door, and She'll lead
you on for hours,
if
you
name
the dog
a success, the real
bright her boy
aren't careful.
is.
Oddly
enough, she gets insulted easily, so you mustn't interrupt unless
do
it's
it is
then, the best
way
to
to say, "But I'm afraid I'm keeping you, Mrs. Jones.
out this order and
Let's just
fill
work.
know
is
Even
absolutely necessary.
I
you're busy."
I'll let
you go back to your
what she a remark of
Listen carefully to
saying until you can get a chance to
tie in
hers with something in your sales talk. The suspicious woman. You're out to get the best of her,
she doesn't really trust you.
The
best
way
to handle her
is
to prove every statement you make. In fact, when you begin, tell her, "Mrs. Jones, I'm so enthusiastic about this line
that I
may
say something you don't believe.
pens, stop me, will you, so that If you're selling a tonic,
tory
where
it is
made,
show
I
can prove
pictures of the
If that it
at
modern
hap-
once?" labora-
describe the rigid inspection, produce
photographs of the executive offices, top executives, carloads and truckloads of the product leaving for various distributing points.
Give testimonials from
all sorts
of people
—-farmers, police captains, housewives, lawyers, movie
stars,
But don't make any rash statements! The haughty type. Her weakness is her pride. Appeal to it. Show her the most expensive items in your line. Usually, such a lady has money and is willing to pay for the
advertising men.
best.
She expects you to "know your place," which
is
all
WOMEN—
EIGHT TYPES OF
144
That means be courteous, but don't develop Handle her properly and she will become an excellent customer, buying heavily of the most
right with you.
an
inferiority complex.
expensive things you handle.
Also, other
women
in the
neighborhood will follow her example.
The Maybe
illiterate
a good customer, so
Do
Maybe
person.
it
had no
she has
She might
she speaks broken English.
schooling.
still
pays to be courteous to her at
become
all
times.
not give the impression that you are "above her."
enough
plain everything simply, going slowly
she understands.
Don't
tell
red to her.
scarlet.
It's
"ain't."
Get on her
If
side
her something
to is
make
Exsure
crimson or
she says "ain't," you should say
and
she'll
buy from you instead of
who come around. the many kinds of people you
those "high-tone fellows"
That's only a few of
Whether
come
across.
ritzy,
ignorant or erudite, the important thing
a prospect
is
rich or poor, plain or
enough
"warm up"
to your product.
Be
you di-
to realize that the
more comfortable you make the prospect will
that
is
Being a
should have the same attitude that she has. rect salesperson, you're clever
will
feel,
the
more she
friendly, genial, cheer-
ful.
When
you
call
When
guage.
on a farmer,
you're calling
talk to
him
on the bank
be ready to speak in her language.
She
in farmer's lanpresident's wife,
may
not
know a
refunding bond from a collateral security, but she has heard the terms around the house, and she will have a higher opin-
ion of you uses.
you can talk the same jargon her husband
If you're trying to sell
ask her
buckle
if
if
something to a bridge
fanatic,
she uses the Blackwell four-five no-trump; then
down
to business.
The more you know about your
prospect and the closer you can associate yourself with his or
AND HOW TO HANDLE THEM
145
her group, the better your chances for a good presentation. I'm going to close this book with a story that every direct
know.
salesperson should
It
emphasizes the fact that you
should always keep your best foot forward. pects see the If
side.
good
Let your pros-
side of you, the pleasant, helpful, cheerful
you have another
side,
keep
it
hidden.
.
.
.
and blacksmiths were imthere came to one hamlet community, portant citizens in any a wall-eyed cobbler. He rented a tiny shop on the village
Back
in the days
when
cobblers
square and set up his bench facing the
street.
He was an industrious little man, doing beautiful work, but his handicap made it seem that he was watching the passersby instead of watching his work.
He had
a hard
row
to travel.
Few
customers came into
and he was growing despondent when a friend dropped in one day. The friend said, "You'd get a lot more cobblin', friend, if you'd switch that bench around.
his shop
Folks comin' by the 'stead of
window
think you're watchin' them
your work."
That was the turning point in the cobbler's career. He moved his bench around so that people could see how industrious he was and how fine his work was. Then villagers started patronizing him and his business grew by leaps
and bounds.
The moral? Let jol\s see that you are minding your business and they will want to give you their business.
SOCIM-WKNGEMIOOM
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***
lEbE D3173 3bT3
SOCIAL SCIENCES
READING ROOM
1
TESTED DIRECT SELLING
TESTED DIRECT SELLING By
ELMER WHEELER PRESIDENT, TESTED SELLING INSTITUTE
OF
NEW YORK
CITY
Author of Tested Sentences That
Sell;
Word Magic;
Tested Public Speaking; Sizzlemanship; Tested Telegrams; Tested Retail Selling
In
E.
Collaboration with
W. PROCTOR,
VICE-PRESIDENT OF THE GUILD
New
JR.
COMPANY
York: 1942
PRENTICE-HALL, INC.
Copyright, 1942, by
ELMER WHEELER All Rights Reserved.
No
Part of This Boo\ May Be Reproduced in or Any Other Means, Without
Any Form, by Mimeograph
Permission in Writing from the Author.
PRINTED IN THE UNITED STATES OF AMERICA
Approved by
The National
Association of
Direct Selling Companies
\
FOREWORD
IT HAS BEEN YEARS SINCE A COMPREHENSIVE BOOK HAS BEEN written on the application of the technique of salesmanship to direct selling.
There has been great need for such a book
covering this streamlined method of distribution as
on today. Elmer Wheeler with
it
is
carried
his lifetime of experience in sales
"trouble shooting" and sales analysis
was the person
to write
it.
It
can be studied with
of salesmen
and
profit,
not only by the great army
executives in this field, but
by those in any
other field of selling, for the principles are the same, the applications only being different.
Here the reader
will find valuable ideas "put across" so
entertainingly that the
book reads itself. There need be no hesitation in saying that the person interested in any type of selling, who fails to read it, misses an important opportunity for betterment. J.
M. George
General Counsel, National Association of Direct Sell-
ing Companies.
CONTENTS
PAGE
Foreword
vii
,
SECTION
A
Magic Moments Before You Ring a Doorbell CHAPTER
Introduction 1.
2.
It Isn't
1
What You
Sell, It's
How You
Sell It
...
.
7
Pick a Product up Your Alley and Don't Get Off on Side-Streets
15
SECTION B
Tested 3. "Is
Your Mother
Ways in,
to Get the Interview
Miss?"
May
Still
Be a Good Door
Opener! 4.
23
Elmer Works His Way through School Selling Vacuum Cleaners
5.
34
Salespeople Aren't Supposed to Pull Jack Rabbits out of Hats
.
41
SECTION C Sizzling with the Wheelerpoints 6.
"Don't Sell the Steak point
7. 8.
9.
10,
Number
—Sell
—Wheeler-
the Sizzle"
53
1
—Telegraph"—Wheelerpoint Number "Say It with Flowers"—Wheelerpoint Number 3
"Don't Write
.
If—Ask Which"—Wheelerpoint Number Watch Your Bark—Wheelerpoint Number 5 "Don't Ask
.
ix
.
.
2
59
.
66
4
72
.
78
x
CONTENTS SECTION D Sizzleful Salespeople
Know
Their Sizzles
CHAPTER
PAGE
Who
11.
"Halt!
12.
Most Mules and All People Are from Missouri
13.
You Can't Sell Shoes to a Legless Man Seven Times Is Not too Many to Ask for the Order
14.
Goes There?"
SECTION
Remember, 15.
16. 17.
It's
37
....
94 102
114
E
the Order You're After
When Buyers Hesitate—Don't You Hesitate .... How to Detect the Prospect's "Ready-to-Buy" Signals Eight Types of Women—and How to Handle Them .
.
125 131
138
TESTED DIRECT SELLING
INTRODUCTION
Y ou
can't get rich quick in direct selling.
up a good, substantial income. If you work and improve your technique, you can make a great deal of money. That means that you must
You can
build
are willing to
be able to profit by the experience of others.
The
function of this book
methods of you are
just
selling that
is
to bring
you successful
have been tested and will work.
If
beginning as a salesperson, this book will help
you over some of the rough tablished, this
spots.
you are already
If
book should help you
es-
increase your profits.
THREE THINGS YOU OFFER
A
hundred years ago people did much of
from peddlers who
food,
stays put, usually,
and other
items.
compete with these
and people go
To some
stores,
For
instance,
let's
Today, the to
him
The store-
for clothes,
extent direct salespeople
but they have three advantages
to offer: (1) service, (2) education,
kitchen strainer.
buying
traveled through the countryside.
peddler brought his store to the home.
owner
their
and (3) convenience.
say that you're selling a flat-bottom s
When
you bring the 1
strainer to the
home
INTRODUCTION
2 of Mrs. Smith so she can study
kitchen, you're
you prove that the
when
strainer won't roll over
own
in her
When
offering a special service.
bottom
it
she puts
it
flat-
down
in
a hurry to answer the telephone, you're offering education.
When work
you demonstrate
how
this strainer will lighten
her
so she can get out of the kitchen earlier every day,
you're offering convenience.
BOTH DEALERS AND SOLICITORS MAKE MONEY
When and
I
mean to include both dealers make the sale, deliver the it. As a solicitor, in the great
refer to salespeople I
As
solicitors.
a dealer you
merchandise, and collect for majority of instances, you
Some
posit plan.
sell
on the C.O.D. advance-de-
who have
dealers
a line of small items
often carry stock which they purchase at wholesale prices.
But dealers sometimes
who
sell
handle such goods as groceries or furniture
from samples or catalogs, send and deliver it.
in their orders,
receive the merchandise,
As a solicitor you would normally collect a deposit, which would be your commission, and send in your order to the manufacturer for shipment, C.O.D., direct to the consumer.
Such products suits, shirts
as
women's
and shoes
Both plans are good. the dealer for
all
method
concerned
dresses, paint, nursery stock,
are usually sold
Some
products lend themselves to
of operation; others
when
make money under
men's
on the C.O.D. plan. seem
the other plan
either setup, but
is
to
work
used.
how much
better
You can will de-
pend upon you.
WHAT
IT
TAKES
Sometimes you hear that a person has to be a born
man
to sell successfully.
I
have trained
many
sales-
people and
I
INTRODUCTION
know
that anyone can
training rules.
do a good
and experience
Of
if
more
are
They do not
Self-discipline.
successful than
and go on
They keep
their
tempers
selling.
They do not quit when they haven't They know there's a batch of all day.
Perseverance.
made
an unfriendly house-
tell
wife what they think of her.
2.
with the right
he or she follows certain basic
some people
course,
selling job
That's because they have these five qualifications:
others. 1.
3
a sale
orders just ahead.
They
3. Fact-ability.
across in
an
get the facts about their products
intelligent, interesting manner.,
They know what
objections are
4.
Objection-handling.
5.
coming up, and how to handle them. We will have more to say about this later on. Sympathy. They have a real interest and sympathy in the problems and lives of their customers.
That's
why
they get such big "repeats." If
you have a boss with a whip over you, you won't do
well in direct selling.
of the
you're a clock watcher, get a job
If
The
in a grocery store.
successful direct salesperson
most independent people on
both security and advancement. earnings are not restricted. customers,
who
faithfully.
He
His work
can't be fired.
one
offers
His
has an established group of
him and who
comes and goes
as
he
will deal
pleases,
with him
but he
knows
he uses his feet in the beginning of his career,
more more he can use
that the
the
belong to
He
earth.
He
is
It's
his
Foot
head
later on.
Wor\ That
Counts.
<#
SECTION
A
MAGIC MOMENTS— BEFORE YOU RING A DOORBELL what you sell, it's how you sell it. Pick products "up your alley." Pick things you are really excited about. If you aren't sold on the products remember that prospects won't be sold either. Once you have selected your products it's all in how you get It isn't
the story across.
A*»
WHAT YOU SELL, HOW YOU SELL IT
IT ISN'T IT'S
One
person makes a fortune selling fountain pens, and sells manure door to door in Forest Hills, on swank
another
Long
Island.
product
It's
itself,
How you do it is more important than the although the product must be good.
the Sizzle that
sells
the steak—and not the cow!
you can make a hamburger
If
twice as fast as "baloney."
really sizzle, you'll sell
But remember,
good, people won't come back for more. in selling
A
is:
Find the
if
the steak
So the
is
first
it
no
rule
sizzle to fit the product.
salesperson selling fountain pens
makes
this
approach
that turns out to be a Fizzle instead of a Sizzle:
"How
you people fixed for fountain pens?
a swell selection.
They won't
I
got
leak or break or
anything."
Does he
sell
anything?
Not with
that fizzle!
He
tells
about what the fountain pens will not do, and nothing at all about what they will do. all
You must
tell
them what the product 7
will
do
for
them!
can think of no tougher job than to
door
to door, yet
it
is
watch the salesman in
His truck of manure are garden
and lawn
"It will
the
is
make your
out in front.
grass
Your
soil richer.
He
minutes to spread
it
Long
Island.
raps at your door.
It is
spring and you
says, simply,
grow greener and make
flowers will be the prettiest
the whole neighborhood.
in
He
manure from
not on a farm,
districts of
action.
conscious.
sell
And
being done.
but in the exclusive residential Let's
SELL,
MANURE FROM DOOR TO DOOR
SELLING I
WHAT YOU
ISNT
IT
8
It
ta\es only five
The
on your lawn.
cost is
$2.00."
This direct
me
that he sells six out of ten
That's an average to be proud
homes. told
seller told
me
that his sizzle
is
of, friends!
He
the one single sentence, "It takes
only five minutes to spread on your lawn."
The
reason that this sizzle
is
so effective
is
that people in
swank suburb, don't want a man to spend a lot of time throwing horse manure all over the yard. They feel self-conscious, wondering what their ritzy neighbors are Forest Hills, a
thinking.
Most people know the benefits and advantages of having manure spread on their lawns, but the objection comes from the thought of somebody out in front actually spreading it around.
So
this direct
salesman found his
sizzle,
and got
it
across
in ten seconds!
GET UP
The is
salesperson
A PLANNED PRESENTATION
who knows
in advance
what he or she
going to say and do will get more orders than the one
has only a hit-or-miss sales talk.
who
HOW YOU
IT'S
Don't be
SELL IT
like the
9
young fellow who was so surprised when opened the door, that he blurted
woman
a young married
out, "Is the lady of the
house in?
I
suppose you're the
maid." Here's another bit of advice to put into practice in build-
ing a planned presentation: Prepare a good ten-second approach, and two extra ones in case the first one doesn't do
what you
One
expect.
of the large
vacuum
clearner companies has devised
three followup approaches to use at the door. cessful concerns
Sesame that trying
new
will
have
theirs,
work on
all
approaches until
Other suc-
no one Open people all of the time. Keep you find the one which does
because there
is
the best job for you.
A
two, three, or even four Tested Approaches you inside of the door at least 32 per cent of the
series of
will get
time. that,
With most
do much better than but sometimes such factors as the weather, time of day, products, you will
section of the country, type of neighborhood, will affect results.
Some
products will get you inside faster than others, but
them.
mean that you will make more money selling Remember that you can't always get into every
home.
Your job
that doesn't
is
to keep
up
a
good average.
Much
depends on what you say and do the first ten seconds that you are face to face with the prospect. In a formula to use in building a sureMeanwhile, review your last approach
later chapter, you'll find a fire
"door crasher."
to a prospect.
Was
it
as
good
as
it
should have been?
SELLING BRUSHES FROM HOUSE
One
brush salesman,
sales talk instead of
who
uses a
TO HOUSE
memorized, insincere
one carefully planned for a
specific
IT ISN'T
10
WHAT YOU
SELL,
prospect approaches the housewife with this sales talk:
"I'm
madam,
sure,
you are
most people in
like
intelligent,
knowledge of values when you
see
this block,
and have a
understanding,
them.
So
I
am
introducing today, as an advertising stunt, one of
new
our
remove
brushes, guaranteed to clean, sweep,
all
motions.
the dirt in your
The
bristles
Rocky Mountain
home with
a
and
few simple
are fresh off the back of
goats.
feel
Just
these
bristles.
Why, lady—" The door
slammed in his face! Then he feels himself and thinks maybe this used to be a good
sorry for
is
business,
but he'd better get a job behind the counter somewhere.
He
Poor fellow! sell, it's
how you
hasn't learned yet that
it isn't
what you
the
opposite
sell it.
Another unfortunate salesman uses
just
technique of this high-geared windmachine.
This second
fellow belongs to the Milquetoast type, and really ought to be selling ribbons in the bargain basement.
him
watch
in action.
He one
Let's
approaches the door, saying to himself, "I hope no
is
at
someone
home. is at
I
hope no one
home.
bling knees, controls his voice, fixed for brooms,
"I'm fixed
is
at
home."
But, alas,
Salesman Milquetoast calms his wob-
and mutters,
"How
ya
huh?"
fine,"
growls the prospect.
"How
are
you
fixed?"
And
another door
is
slammed.
Salesman Milquetoast
soon finds a place where the customers come to him. course,
he doesn't make the money that successful
Of
direct
HOW YOU
IT'S
SELL IT
11
salesmen do by any means, but he hasn't ever been very serious about
it,
anyway.
DON'T BE A HOW-ABOUT-IT SALESMAN Don't ever ask anyone,
"How
ya fixed for—?"
Don't be
a how-about-it salesman. If you say to your prospect, "How about a necktie, mister?" you'll probably get an answer something like this
one, "Well,
how
about it?"
And
that's
no way
to get
orders.
Be
specific.
Be
definite.
Be
confident.
DON'T TRY TO OUTSMART YOUR PROSPECTS
You can
outguess prospects safely, but you must never
outsmart them.
down
this bit of sales philosophy and learn it well. you outsmart people, they find out fast who is outsmarted in the end. It's like puffing up a hamburger with
Jot
When flour
and giving
fashion.
it
extra lard to
make
it
sizzle,
after a
Everything's fine until the buyer bites into the
hamburger.
Then he knows
that he's been outsmarted,
and
he doesn't buy again. Outguessing what people will say and
how
they will react
In that way, you anticipate their objections and have your planned answers set and ready to shoot. We'll is
sensible.
come
to that a little later on.
Learn how to outguess your prospects but never smart them.
YOUR
FIRST
try to out-
TEN SECONDS BEFORE YOUR PROSPECT
Your prospect forms an impression of you within the first call. If you and your message do not
ten seconds of your
WHAT YOU
IT ISN'T
12
SELL,
get across quickly and favorably enough, you'll not have
on you gently. You can't hem and haw want to sell is waiting for a quick
the door closed
when
the person you
story.
That doesn't mean that you should use trick openings. For example, some vacuum cleaner companies instruct their men, when
selling to people in
apartment houses, to ring
the doorbell and call out, "fumigation inspector."
That's
a trick.
The
prospect then lets the salesman in and finds that he
wants to fumigate a
closet or two, in order to give a talk
on the vacuum cleaner. Sometimes he makes a sale, but more often than not he is put out of the house because the prospect
is
resentful.
—honestly and squarely.
Get in on both
feet
How
same salesman get
can
this
cleaner
on the
cessful
salesman does
Well,
right basis?
He
it.
vacuum way one suc-
in with his
this is
the
asks the housewife just one
"What day of the week does your husband do the housework, madam?" She quickly tells him that she does the housecleaning, not
question,
her husband.
She forgets about the cake in the oven, about
her annoyance in answering the doorbell. the right frame of
"Then
mind
She
is
you're just the person
I
want
to see.
Husbands
don't appreciate your backaches and headaches with
work you have
Now,
in just
for the salesman to say:
all
the
to do."
that salesman
is
off
with a fine
start.
He
can build
up the argument
of his labor-saving device, and he has
pretty well broken
down
the argument that so
wives use, "You'll have to see It's
what you say
my
—not what you
husband." sell,
many
house-
IT'S
HOW YOU
SELL IT
TRICKS
Many
CAN
13
DANGEROUS—AVOID THEM
BE
kinds of stunts are used.
Sometimes two
different
people can take the same approach and put entirely different means in it. For example, a firm selling a metal container
designed to whip cream, gested that
its
prospect answered the
One
trickster
mix
gravy, and thicken sauces, sug-
dealers ask for a glass of water
when
the
bell.
found that she could get into many houses sick, and pretending that she would fall
simply by looking
down
the steps unless she
had some water in a hurry. she started to use the water in a demonstration, she the prospect so angry that she made no sales. What's
When made
the use of getting in
if
you
can't sell anything?
An
honest salesperson handling the same product with the same introduction, used to smile courteously at the prospect who answered her ring, and say, "I wonder if I
might
have a
little
water in a glass?"
That made the prospect curious and she brought it. Meanwhile, the salesperson followed her into the house, taking her demonstrator out together with an envelope containing a
little flour.
Then
demonstrator and showed
mixed.
she poured the water into the
how
After that, she told
smoothly the contents were
how
to
make
gravies
and
pointed out the other advantages of her product. The difference between the two salespeople was that the one who did not play sick got the orders.
OLD
Not long
MAN
JOHNSON, OF CLEVELAND
ago, I ran across a success story that everyone in
direct selling
ought to hear.
sixty years old
who
It
concerned a
sold tobacco for
found himself without a
job.
many
He
years
man
about
and one day
started to sell direct
IT ISN'T
14
His plan was
to
buy some
standing blends, and
call
fine tobacco,
on
WHAT YOU
make up
a
few
SELL,
out-
prospects in the Cleveland area.
But over and over, he heard the same objections, "I like your stuff, costs $3.00 a
Mr. Johnson, but
it's
too expensive.
It
pound."
"That may be true," he much you pay per pound know how do you
Finally he found an answer.
came back, "but
for those cigarettes you
smoke?"
"No," answered the prospect uncertainly.
"You pay
$9.00 a pound:'
Figure that out for yourself. Tested
Selling
Sentence,
climb the ladder to prosperity.
men
in Cleveland
buy
So don't ever forget
See how, with one fine
Man
Old
Johnson
started to
Today, nearly two thousand
their tobacco direct this first
from him.
selling idea
from
this first
chapter: ">h
It isn't
what you
sell
—
It's
how you
sell it.
Get in on Both Feet—Honestly and Squarely.
A PRODUCT UP YOUR ALLEY AND DON'T GET OFF ON SIDE-STREETS
PICK
The grass looks greener in the other fellow's yard. Too many people cry, "We want a new mayor" until they get one and then they still cry, "We want a new mayor."
IN ORDER TO BUILD YOURSELF A TESTED SALES TALK, FULL OF you must pick the products you want to sell. You
sizzles,
may
like a
number
of different ones.
Consider
all
of
them
before you decide.
Chapter but
1
told
how you
Mary earns as
you that
it
isn't
what you
Jones,
who knows how
much
as $200.00 a
to put a presentation across,
week, while Joe Smith makes
only $20.00 selling the same product. things that
that counts,
sell
sell it.
Mary
in the
It's all
does and Joe doesn't do.
The
fault
little is
not
with the product.
Of
course,
it
may
be that Joe
is
trying to
sell
vacuum
which he isn't interested in, instead of shrubbery, which he knows all about. In this case, Joe had better get cleaners
in touch with a nursery firm to his heart in his
that will bring
work, he,
him
sell this line.
too, will
"big" money. 15
If
he puts
soon develop the sizzles
PICK
16
A PRODUCT UP YOUR ALLEY
know you will li\e to sell—any prodyou—and that you enjoy thinking about.
Pick the product you uct that interests
Don't try to handle a line that brings you a groan instead of a grin.
Successful salesmen sell products they li\e.
For instance, you probably wouldn't want to sell manure from house to house in Long Island. If you tried it, you might be so disgusted that you wouldn't care what you said. You wouldn't hold that job long. Yet that farmer boy I mentioned has plenty of money in his pocket every Satur-
day night from
He
manure.
selling
likes it; It's better
He's
right.
that you like
than walking behind the plow.
You must pick the and want and respect. You should
product
So are you.
first
ask
yourself:
"What product do Food products?
uum Don't
like, all
try
sell
even
make it,
if
interested
Dresses?
Jewelry?
Books?
Hosiery?
Vac-
Corsets?
Greeting cards?"
Chickens?
a product you don't
a mistake to try to
It's
I
Insurant?
Nursery stock?
cleaners?
Brushes?
What am
like?
I
Overalls?
Paint?
in?
sell
li\e.
something you personally
you know the salesmanager and money selling for that company.
If
you
and the world
will
lots of
you'll lose confidence in yourself,
lose confidence in you.
Be sure
that
a particular item because you like
Once you have
dis-
your friends
settled
it
you
and
really
on the product, ask
second important question:
want
to sell
are interested in
it.
yourself this
AND DON'T GET
OFF
ON
SIDE-STREETS
17
"What company do I like? Shall I choose the bigcompany in this line ? Or the smallest ? Shall I select the newest firm? Which has the fairest
gest
plan for salespeople?"
Ask
the people around you about the firms in which you
are interested.
Consult others in direct
hear unfavorable for
stories
You'll avoid trouble later,
it.
working with some other firm. Don't make up your mind too in love with girls at
court
is
Don't
selling.
If
about any one company, don't
first
and
If
sell
you'll feel better
Men
hastily.
sight.
you
seldom
fall
they do, the divorce
soon visited to undo the knot. a salesmanager quickly, either.
fall for
Don't leap
Remember, you are going to pick the right product and the right firm, and make a big success of selltoo suddenly.
Rolling stones haven't changed their habits.
ing.
THINK TWICE—AND THEN AGAIN— BEFORE YOU LEAP
By
the time you finish this book, you're going to build a
fine Tested Sales Talk.
good
if
you
sell
It
won't do the job you want any
a product you don't like or
if
you are work-
ing for a company you can't respect.
Think twice before you
leap once.
sidering a product you don't like.
number
of things you have failed to
firms you couldn't get along with.
out hearing such
"Why,
me
that salesmanager
me
number of managers are worn
sell,
Sales
or the
alibis as these:
"They wouldn't give held
Don't waste time conDon't take pride in the
back." 1
a fair chance."
was
afraid of his job
and
A PRODUCT UP YOUR ALLEY
PICK
18
"The company
going to the dogs, so
is
I
moved
out."
"Nobody can (for a
"The
sell their
I tried their line"
products.
whole day). competitors put out was better."
stuff that the
a progressive guy down.
"Aw, they hold
They
don't like ideas." alibis before.
You've heard these
I
hope you haven't used
you have, that's all past. Don't start to sell something and keep wondering if it's the right product for you. You've got to be sold on the product and the firm
them, but
if
before you begin, then you won't be depression-minded, worried, unhappy thereafter. You're going to avoid this particular pessimistic situation
ing on a
line.
Pic\ a product that
IT'S
When
by thinking twice before tak-
you
sit
is
"up your
alley."
ALL IN YOUR POINT OF VIEW
down
later
on
to build
some Tested
Selling
Sentences, you'll find that your selling will become more That assumes scientific, more enjoyable, more successful. that you are selling a product
Perhaps you should change
jobs.
alley."
Think about
it
twice,
you must learn a new line: have to meet new people; you may have to give up
and then you'll
"up your
again.
It
means
that
your customers.
The grass may loo\ Maybe the fellow in
greener in the other
field.
Is it?
the other field wishes he were selling your line. Probably he thinks you have a marvelous prodMaybe he'd like to swap. This sometimes happens. uct. Successful salespeople are like high-geared rnotors; they
AND DONT GET
OFF
ON
SIDE-STREETS
19
have a
lot of fine power, but they have to be "aimed" just and kept under control to get best results. This isn't a pep book with ideas that will fizzle out, but a book that will help you to put words together to make people buy faster from you.
right
^
You have to get the right product and the right company Then you have the steak ready to sizzle.
for you.
SQUARE SALESMEN WON'T
FIT
ROUND PRODUCTS
Not long ago, a beginner in direct selling wanted to know where she could find the names of some firms selling foundation garments.
her to get
all
You'll be interested in
my answer.
I told
the magazines in direct selling and to read
the ads carefully,
and
that in
them she would find several was looking for. She was
firms offering just the line she
also to read any articles that might have anything to do with foundation garments, because they often contain good
pointers.
suggested that then she should get in touch with some of her friends who were in the field, even those who were not selling merchandise. company's reputation spreads. I
A
In this
way
she could find out about the sort of cooperation
she could expect, the general price range, the quality of the product, and other important things.
From
this information, she
firms that looked best
mation.
was
all
to her.
one or two of the and write for infor-
to pick
angles,
She was to study carefully the answers to her ques-
reading every word of the
tions,
tions
from
If
still
letters
and
circulars sent
she didn't understand anything, or had any ques-
unanswered,
I
told her to find out the
answer be-
fore starting.
Do
you see
why
all this is
necessary?
If
you honestly
feel
PICK
20
A PRODUCT UP YOUR ALLEY
that you have to change your line to
follow the procedure above. right*
do
In this
justice to yourself,
way
you'll get the
product and the right company, and you'll be pre-
pared for the art of finding the
sizzle.
Be sure
to
remember
the sales rule of this chapter: Pic\ the product "up your alley" and don't get
off
on
side-
streets.
Successful Salespeople Sell Products
They Li\e.
SECTION B
TESTED
WAYS TO GET THE INTERVIEW
How successful salesmen get inside the door. The right words go a long way. Some typical objections and
how
to overcome them.
"IS
YOUR MOTHER IN, MISS?" MAY A GOOD DOOR OPENER!
STILL BE Learn
how
door.
Don't
compliment the prospect who answers the Don't argue. Try using compliments; they go a long way. Your words can go right to to
insult.
the heart of a prospect.
Is
YOUR MOTHER
She knows the
knows still
that
it
MISS?" ASKS THE DIRECT SALESPERSON.
IN,
woman
at the
door
makes a person
is
over forty, but she also
know
that she
the mother in this house," says the
woman,
feel
happy
to
looks young.
"Why, I— I am shyly,
and blushing a
bit.
She looks kindly
at the sales-
person.
"Well, now, now," says the salesperson, "I'm certainly sorry. I—I—well, here is a free brush for my making such a mistake.
I'll
bet a lot of people
make
the same mistake,
don't they?"
The
lady of the house appreciates the compliment.
thinks: "This
house.
Why,
woman I
and next month
thought that
I
She
was the Miss of the
have two grown daughters, both married, I'll be a grandmother." 23
24
YOUR MOTHER
"IS
And now
the salesperson
is
She takes
it.
fine little brush.
She the
empty sugar
Do
you think
prised to
know
ciples are
year. sales
.
.
this story
line.
to her.
Finally she goes to
.
is
You'll be sur-
far fetched?
that sales talks based
upon the same
prin-
being carried out successfully every day of the
Compliments go a long way toward breaking down resistance. They are used probably more than any
other inducement in to a
She speaks pleasantly
pantry and gets the $3.00 for the
jar in the
brushes she has selected.
MAY
MISS?"
embarrassed and giving her a
her in and inspects her
invites
IN,
good
all
kinds and fields of
selling.
Listen
saleslady in a dress shop sometime.
SAY
WITH PERFUMED WORDS
IT
You can compliment praise their front yards.
people in
many
ways.
You can compliment
You can
the child on
the lawn, the dog, the color of the house, the furniture on
the porch.
You can
please a prospect with a sincere smile.
You
can
praise his or her judgment either directly or by asking for
an opinion on some pertinent matter.
"We
making a survey of this neighborhood," says the salesperson, "and it was suggested that your opinion would are
be of value to us."
The
prospect
wife had
said,
is flattered.
"You men
Yet this salesperson
wanted
He
Why,
only that morning his
are useless around the house."
on the porch thought
his opinion.
He
differently.
He
gets in the door.
used perfumed words, words that complimented the
prospect, yet did not
do
compliment too crude.
so obviously.
He
didn't
make
his
Like good perfume, good selling
words must be well chosen.
A GOOD DOOR
STILL BE
OPENER!
DON'T PUT ON TOO
Other things being equal, the
The
most dances.
gets the
25
MUCH PERFUME girl
with the subtle perfume
wallflower has too
much
per-
fume, or none.
The same rule applies in selling. Use perfume. Don't make your perfume too strong. Don't daub it on. Make your perfumed words just strong enough so they will be gladly noticed.
"My, what a
But don't is good perfume. comments as this, "My, what lovely hair Have you ever thought of going into the
lovely lawn,"
try such personal
you have, lady. movies?"
Perfume your opening statements, but not so much that they smell strong.
THE AIRLINE SALESMAN GETS THE INTERVIEW His job
is
to
sell
flights for $425.00
a Travel Plan
—$500.00 worth of airplane
cash, in advance.
The customer who
buys the Travel Plan will save $75.00 After considerable research,
proach to the secretary,
we
who was
arrived at
an excellent ap-
Sales Resistor
There was no way of getting around the
Here's
we had
The salesman approached
the sec-
retary
some way of getting her on our
how we
and
did
it.
1.
So
Plans are sold to successful business executives. to figure
Number
secretary, as the
said, "I'd like to see
side.
Mr. Smith about his
last
flight."
Immediately she assumed that the
man
in front of her
had some important information. Did the boss lose something? Did he interfere with the law somewhere? Did he witness some important action ?
26
"IS
YOUR MOTHER
IN,
She picks up the telephone and says to her Jones, of the airlines firm,
is
That worried the
flight."
MISS?"
MAY
boss,
"Mr.
here to see you about your
boss, so
he
let
last
the salesman in.
Now, this begins to sound like trickery, doesn't it? And we have agreed that trickery is taboo. But let's see how this develops. The salesman sat down and said: "On your last flight, Mr. Smith, you paid cash, didn't you?"
At this the boss really was worried. Was something wrong with the money? Maybe he paid out counterfeit? But the salesman reassured him.
"You spent $15.00 Did that remark
too
much by paying
us cash."
interest Mr. Smith? It certainly did. So he listened mighty carefully as the salesman explained:
you had used our Travel Plan, you would have saved $15.00 on that trip. Over a period of time, according to "If
our Travel Plan you can save $75.00 on every $500.00
worth of
The
travel."
boss
is all
tion of the plan,
Of
attention.
He
gets a complete explana-
and buys, in a surprising number of
course, part of the success of this presentation
is
Tested Selling Sentence that got the salesman into the
cases.
in the office.
The rest of the success was in the carefully perfumed closer: "You see, Mr. Smith, I knew that this is the sort of plan which would appeal
to a progressive businessman like you."
SALES METHODS SHOULD BE PERFUMED, TOO Incidentally, the Tested Sales
Methods* that went with
these Tested Selling Sentences* were
most
effective.
The
salesman didn't stand in front of the secretary with his hat
* These expressions have been copyrighted by the author.
A GOOD DOOR
STILL BE
OPENER!
and overcoat on, waiting
Upon at
27
to see
he would be admitted.
if
entering the reception room, he took off his overcoat
He
once.
acted important, and just a
Then, when he had used
his Tested
little
rushed.
Approach Sentence, he
turned his bac\ and walked away from the secretary.
All
of this combined forced the secretary to call her boss at once.
you happen to be
If if
you find
to get past the girl in the reception
it difficult
room, try a variation of that hat,
and
overcoat,
sales
method.
you are wearing one.
if
youVe announced
after
an item to businessmen, and
selling
yourself.
Above
Take off your Turn your back
all,
act as if
you
expect to get in immediately, without question or argument.
This method will not work will help
all
INDIRECT FLATTERY If
the time, of course, but
you to get into a large number of
you will learn
how
to
IS
EFFECTIVE
compliment people
especially in those first critical ten seconds
them But
face to face, you'll find that sales
compliments are great
just as subtle
sincere praise
may
your prospect.
ruin
Now
it
offices.
gracefully,
when you meet
go
faster for you.
sales builders, in-
Put yourself in the place of
sales.
try your
compliment again.
Does
it
sound reasonable, sincere?
"What
is
your idea, sir?"
who
salesperson
uses
it
is
a sound compliment.
The
finds that the prospect does a lot of
the talking, explaining his ideas
an order. work, try
and often selling himself you don't believe that a question like this will on the folks at home, or on your Church Com-
If it
You'll find that people ti\e to be as\ed for their
mittee.
opinions.
"Yd
li\e to get
some help from you"
if
really
meant,
is
28
YOUR MOTHER
"IS
IN,
MAY
MISS?"
an excellent approach.
Few
when you
But, of course, you have to be
ask for help.
people will throw you out
on
the level. "I've often
someone
to
heard of you," is a splendid way of greeting you have been introduced. But it must
whom
One salesman found that he could use this safely when he had previously asked someone about the man he be true.
was
to meet,
and had become familiar with some of the
things his prospect had done.
me
This salesman told
that
was especially effective with people who felt they were really topnotchers, and that the world was
this greeting
that
watching them.
JOT
DOWN SOME
Get a piece of paper and a
SIZZLERS
pencil.
Write
down
a good
sentence of twenty-five words or less that you can use to-
morrow
to
compliment your
prospects.
Plan to use
it
early
in your interview, perhaps at the beginning.
Are you going to ask for an opinion? Can you ask for help of some kind? How can you interpret your product in terms of such sales builders as these:
"My company
wants to get your opinion of these
stockings." "I'd like to
have your help in picking our color
line
for next year."
"What do you think of these bristles, madam?" "Which of these would appeal to most people, do you think?"
"Would you wash this more than once a week?" "What do you look for in a baking soda?"
STILL BE
The
A GOOD DOOR OPENER!
29
you should ask for help; ask for advice. and with less effort if you use a compliment, than if you try these oldtimers: point
is
that
You'll get inside the door quicker
"Could
I interest
you in something in shoe polish ?"
"I'd like to take a
moment
to
show you some new
brushes." "I
know
you're busy, but
it
won't take long to dem-
onstrate this gadget."
"Would you be
interested in a food line?"
BOIL
You've heard
all
OUT THE
FIZZLES
of these sentences fizzle out.
They
don't
work, so get to work and think up a new, really good sentence. It should have just the right compliment. Don't overdo too
it.
much.
Don't try to make
it
too complicated.
Let your sentence have enough in
it
to
Don't
tell
make
the
prospect start talking.
People won't wait even one minute to listen to meaningless words. So watch your approach.
Get your approach down to ten seconds—no longer! Have several different approach sentences ready in case your first fails, but in the meanwhile let your prospect say something,
if
only, "I'm not interested."
brushes, for instance,
and your prospect
If you're selling
says she isn't in-
you can come back quickly by saying, "I know you madam, but you are interested in cutting your housecleaning time in half, aren't you?" You've got a good start. She can't say, "No," to this terested,
aren't interested in brushes,
leading question.
You've asked her the right question to
get the right answer.
All in ten seconds, or
less!
30
YOUR MOTHER
"IS
That's
down
what
until
mean by
I
sizzles.
it
sizzlemanship
Be prepared
to
MISS?"
IN,
—boiling
MAY
the idea
back up your per-
smile and your perfumed attitude with perfumed
fumed words.
That's true invisible selling and
cessful salespersons in every field Sell the sizzle
Mark down
it is
used by
and kind of
all suc-
selling.
and not the cow.
this sales rule:
Compliments go a long way but the right words go way!
all
the
And remember: A WHEN
small compliment
is better
than a big foot in the door.
SHE GREETS YOU WITH THAT WHAT-DO-YOU-WANT STARE!
Have you
answers your knock at the door? to
woman who
ever put yourself in the place of the
go out soon.
The baby
Her husband was
is
She's busy.
Then she Maybe you're
cross.
you're a bill collector.
She wants
The milkman
crying.
hears the tax
you.
is late.
Maybe Any-
man.
way, you interfere with her plans. So do you wonder she greets you with a what-do-ycw-want stare?
Approach on her, and if it doesn't click instantly, she tries to give you some excuse—any excuse and run. For instance, a saleslady for a dress house recently had
You
try a Tested
one prospect dresses
from
"That's
all
my
right," said the saleslady, "but I bring
you
tell
her, snappily, "Sorry, but I
stores I
all
know."
special, individual service.
me
buy
Now
I
know you want
to be
few minutes to explain the advantages of fair, so give Remember, all of the big merthis home shopping service. chants
a
downtown were once
chance?"
small.
Why
not give
me
a
A GOOD DOOR
STILL BE
A
OPENER!
31
paint salesman often runs into people
from
strangers.
who
don't buy
Here's his answer:
And you can decide me and my company and our business methods in a minute or two. To be fair, won't you let me explain?" think you're perfectly right.
"I
about
Notice the appeal to the prospect's sense of fairness? That's
how to use
many
prospects simply use the stock phrase, "I haven't
Of
time."
a
little
perfume where
course, if such a prospect
is
counts.
it
taking care of a sick
baby, that's one thing, but often the excuse
One this
grocery salesman
tells
me
A great
is
just a stall.
he has had good luck with
answer:
sympathize with you, because I'm pretty busy
"I certainly
myself and schedule. offering a
I
But
know how
Ym
these interruptions upset your
here to save you time.
home shopping
get dressed and waste time going out to
You
see,
I'm
you won't have to
service so that
buy the things you
need."
What
can you say
when
the lady at the door interrupts
My husband is out of work"? Well, let's say you're selling winter underwear. Try an answer somewhat like this: and
says, "I
haven't any money.
"That's too bad, but
now.
Because
avoid doctor's
I'm
maybe
it's
now you want bills.
With
selling, you'll find that
this
to
came economize; you want to just as well that I
bargain in underwear that
everyone in the house will have
fewer colds, and so you'll have less sickness this winter. This underwear is warm and strong. Let me show you." IF
YOU'VE GOT TO CALL BACK, MAKE
Frequently you run into prospects but are too busy to talk now.
IT DEFINITE
who seem
They want you
to
interested
come back
32
"IS
some other
YOUR MOTHER
There's just one
time.
way
IN,
MAY
MISS?"
to handle them.
Pin them down.
woman
For example, a young gets a definite
appointment
tomorrow morning morrow.
Maybe
Then,
if
tries
it
the prospect
is
once more: "This
going to see
me on
few minutes
I'll
It's
down
Mrs. Jones,
of us.
worth
is
home toTomorrow is Tues-
the prospect won't be
again: "Let
we make
Suppose
day.
tries
She
way: "Well, how would thirty? Or would
at about ten
be,
eleven be better?"
this
household utensils
selling
me
see.
Thursday afternoon?" going to be busy
the
street, is
call
If
you can spare a
be glad to drop in then." trouble to
all this
back.
week, she
busy, too, but she's
Saturday morning.
make
a definite appointment,
because you have an excellent chance to
you
all
going to be a busy week for both
Remember,
WHEN THE
make
when
a sale
you're calling at her invitation.
PROSPECT SAYS, "NO."
BANG!
was out with a new man, making his first call, when we ran into a man who must have just lost an argument with his wife, because when he saw us at the door he said, "I I
don't
want any."
Now,
I
Bang!
couldn't give
him up
as easily as that, so I stood
and wondered while the new salesman waited to answer I might have to that sort of introduction. I
took out a card and wrote
"I'm sorry should have to tell
and
I
this note
what
Finally,
on the back:
interrupted at such an inopportune time.
known
you'd be very busy.
I
I'm very anxious
you about a product which will save money for you,
I'll
be back tomorrow evening at seven o'clock.
you can spare
We
him
see
me
a
were and he
few minutes then." did.
I
hope
STILL BE
A GOOD DOOR OPENER!
33
Nine out of ten people who are needlessly curt are of.it as soon as you are out of sight. Give them another chance, but you must accept the blame. They'll be ashamed
much
nicer next time you
When
call.
you accept the blame for the
you must be particularly
prospect's
Try
tactful.
ill
humor,
it.
WAIT FOR THE DOOR TO OPEN Before
close this chapter, I
I
young man who wanted
had
was
fine
that
start at
started at the first house,
across the street Still
began
and
very
wonder.
bell,
side,
He
gave the
—no
bell a tiny push,
and
He No answer.
went Back the door. By
at once.
one came to
fast.
no one on the whole and the salesman made each trip
street in half the
street,
and then back again.
tried the bell there.
he was lucky
to
one corner of the
when no one came
now he was walking swered a
little
house on the opposite
sighed with relief
I
you about a
he didn't wait for the door to open.
His instructions were to
again.
to tell
money that a good diweak in the knees. The
the
approach sentences, but no prospects!
cross to the
He
make
makes, but was a
rect seller
trouble
to
want
If
time of the previous
trip,
how
street an-
across the
long before
he would be ringing doorbells on both sides of the street at the same time? More important still, how much would he sell?
Anyway, many puzzled people watched this salesman finand wipe his brow. He went back to bargain
ish the block
basement next day. You've got to have someone to tal\
\now how good your approach
You
to,
otherwise you'll never
is.
Can't Sell Anything to
"Nobody"
ELMER WORKS HIS WAY THROUGH SCHOOL SELLING VACUUM CLEANERS
How
one company gets
its
talks are inferior to
I
planned
The
right
Canned
sales
chance at the door.
words and the right methods
click
again.
talks.
HE SUN WAS BOILING DOWN ON
MY HEAD AS I WALKED DOWN New York, that afternoon.
that lonesome street in Syracuse,
My
machine was heavy in
and
heavier.
From
my
hand, and getting heavier
bitter experience, I
had learned
that
when I tried to invade one of those yards guarded by a German police dog, I was apt to suffer damage to the seat of
my
in
life I
pants.
Even
my
tailor suffered
found need for a planned
with me.
So early
sales presentation,
started to develop a Tested Selling Sentence to get
and
I
beyond
the "big dogs" that didn't like me.
would ask one of the kids in the neighborhood, "What's name of that dog down there ?" The youngster would look up and say, "You mean that big fellow with his nose I
the
over the fence?" "Yes, that's the one,"
I
agreed, and 34
I
would get some such
SCHOOL SELLING VACUUM CLEANERS answer
"Oh,
as,
made my way
that's
That's fine, thought
(You
slowly towards Butch.
towards big dogs
Then came
Butch."
35
named
don't
and
I,
walk
fast
Butch.)
the tested selling.
began saying, "Hello, Butch.
As
How
I
approached Butch,
are you,
Butch
?
I
Nice
day, hey, Butch ?"
Not that Butch ever answered, but he maybe he did know me after all. I cer-
got to thinking tainly
met
knew
his
name, and talked
to
him
as
though we had
before!
EVEN DOGS. LIKE TO HEAR THEIR
OWN NAMES
Indeed, dogs do like to hear their own names, and while Butch was mentally scratching his head, wondering if it
was
all
doorstep.
needed! it
me pass, I was walking by him to the had gained the decisive ten seconds that I you don't think this tested method works, try
right to let I
If
sometime, but you'd better have on an old suit of clothes. I
up
learned, too, that there to the front porch.
out (which
I
was a
When
tested
method
I shuffled
of walking
up, looking tired
usually was), the lady of the house, watching
from behind the curtain, would say to herself, "What? Another tired salesman to rest on my front porch!" She wasn't "at home" when I rang. So I developed a Tested Walk. I came up briskly, as if on an errand of life and death (which it sometimes was), and then, if the lady were peeking from her curtains, I would at least look important.
DONT
No
MISS THOSE FIRST TEN SECONDS
doubt that good lady might be thinking, "My, that has something on his mind. Maybe something happened at the plant. Maybe I won that contest I entered.
man
WAY THROUGH
ELMER WORKS HIS
36
Maybe
my
the newspaper wants
She would be
picture."
right at the door.
At
this
moment
another important thing happens:
ten-second loo\ that the lady gets of the salesman on
first
the doorstep often ma\es or breads the If
she should see
my
in
The
So
I
vacuum
cleaner
hand, she would probably slam the door and
"I've got a cleaner.
sight.
me
sale.
standing there with a
vacuum
learned to put the
The
first
say,
Good-bye!" beside the door out of
thing this lady would
see,
would be a man
standing with his hat in his hand and a broad smile on his face. I
That's right.
You can is
method of ringing doorbells. Doorbells can be rung in different ways. can't you, how angry that fellow behind you
also learned the tested
tell,
by the way he Sometimes
listening,
I
presses his
horn?
think that prospects can
when an amateur
is
tell,
from
years of
Most
pressing the doorbell.
beginners are saying to themselves, "I hope no one
home.
I
hope no one
So when
is
at
when
I
leaned against
it,
just as
they want to get out of the rain
into the comfortable front parlor.
times dropped a book at
at
home."
/ rang the doorbell
mothers-in-law do
is
its
And
the prospect some-
most exciting point to get
to
the front door in a hurry!
BUT
The
AH—WHERE'S
prospect wouldn't find
me
ELMER? right at the door.
You
would step back and to one side of the door so that she would not hesitate to open the door wide. She saw me standing there smiling and heard this early Tested Selling Sentence: "My name is Wheeler. I'm from see, I
SCHOOL SELLING VACUUM CLEANERS
37
Brown Vacuum Cleaner Company. Do you know trade-in value of your vacuum cleaner ?" the
the
No, she does not. She has never thought about it, but it would be interesting to know what the machine is worth. So she
replies,
Now will tell
you
"No, what
comes the second
me
know
make and
the
it?"
is
step.
The salesman
serial
number,
I'll
says, "If
you
be glad to
let
the trade-in value."
A woman
probably knows the
never remembers the
serial
make
of her cleaner, but
number.
NONE OF THEM KNEW
IT
Not
in a single case did any woman know the number, and nine out of ten of them, with mathematical precision, would say, "I don't know the number, young man." Then,
four out of the nine would say, "But if you don't mind coming into a dirty kitchen, I'll be glad to get it for you." At
any
rate, that
was
my cue
to pick
up
my
cleaner
and follow
the lady into the kitchen.
How much
more
effective
than the old canned and-stutter
this
method: "I'm working
How
madam.
was
are
planned presentation
sales talk, the old hit-or-miss
stammer-
my way through
college,
you fixed for a vacuum cleaner, lady?
They're special today, only $79.50."
More "If I
often than not the
had $79.50
I'd
woman
move out
slams the door and says,
of this neighborhood."
ELMER DISCOVERS FLATTERY
Once hands.
inside the house, I have another
The
problem on
my
ten seconds inside the house are almost as important as the ten seconds on the doorstep. I look around the house,
first
and search for something on which to place a
bit
WAY THROUGH
ELMER WORKS HIS
38
word perfume.
of
a canary bird, I say, "Will
If I see
it
sing?"
Why
Anyway, she
sing? If
would a woman have one
in thunder
make
tries to
she doesn't have a canary,
"What's the dog's name?" dog.
She
Remember: Love me,
it
I'll
sing for me.
look for a dog and ask,
me and
tells
my
love
didn't
if it
I'd talk to the
dog.
But sometimes the lady doesn't have a canary bird or a dog or a cat. Maybe she has a child. Once again I employ "What's the
the same technique.
Suppose
it
is
Mary.
"How
eternal tested question,
Every to
little
child
twenty-one— and Mary
enables
me
I
ask the child the
old are you,
taught to
is
name?"
child's
Immediately
says,
tell
her
Mary?"
age—until
she gets
"I'm tree years old."
That
"My, you're tall for your age," me what a wonderful child Mary
to say, surprised,
and Mother begins
telling
is.
YES, ELMER,
BUT SUPPOSE THERE'S NO CHILD?
Yes, suppose there's
what?
I
no canary, dog,
find that at heart every
decorator, or wishes to be one.
look at her draperies,
Did you
and
say,
So
is
an
I capitalize
on
"My, what
Then
or child.
cat,
woman
interior this
and
lovely draperies.
ever study interior decorating?"
This pleases
my
prospect.
She
starts right in to tell
me
about her talent for interior decorating—how she bought those draperies herself—how the neighbors call her in to assist
them
new arrangements
in planning
of furniture.
sometimes I have to have a Tested Selling Sentence
Why, to make
her stop so that
cleaner and explain are able to If
make on
I
what
can get the
number
serial
a liberal trade-in
of her
allowance
we
it.
you don't think such a compliment
is
appreciated, try
SCHOOL SELLING VACUUM CLEANERS
Try
it.
"Alice,
it
I
tonight,
if
39
you're going out.
Say to your
hostess,
never thought to ask you, did you ever study in-
terior decorating?"
You'll be her friend for
You may
DOWN TO WHAT YOU SAY
ALL BOILS
IT
life!
not be selling vacuum cleaners, but
this
same
technique can be applied to anything you are selling.
Use
this
formula.
worked
It
my way
Let's sum up. Watch that
slouch.
has been tested and
it
through college using
I
know.
on the doorstep.
impression
first
works.
Don't look washed up.
I
it!
Smile.
Look
Don't
business-
like.
Have
three
good approaches
one or the second
may
depend upon.
to
The
first
not work.
A TYPICAL PRESENTATION Here ago.
are three approaches
While
which were used some
years
these have been modified with the years, they
are essentially the ones in use today: (1) I:
My name You
is
Wheeler.
I'm from Mandelbrake's.
received a message like this, didn't you?
(The message about a
free cleaning
was
left
on
the doorknob the day before.)
woman:
Yes,
I
received the message, but I'm busy. (2)
I:
Perhaps
I didn't
make myself
charge for this service.
clear.
It is free,
and
There it
only a moment.
woman:
Yes,
I
know
it's
free,
but
I
am not
is
no
will ta\e
interested.
.
ELMER WORK* HIS
40
WAY THROUGH
(3) I:
You free,
get a rug
and
That's
woman: I:
woman:
and one piece of furniture cleaned
get credit for them.
I
We
both benefit.
fair, isn't it ?
Yes, that's fair enough, but
—
(softly) It will take only a minute.
We-1-1,
if it
takes only a minute,
come
in.
When how
to
you come to the Five Wheelerpoints, you'll find build yourself a Tested Selling Approach, and you'll
find that the
first
ten seconds are the most important in
selling yourself to the prospect.
You'll find that your selling talk
the prospect senses
must be
any high pressure,
invisible, for if
you'll get
You'll learn, too, that the sales talk that
nowhere.
sells fastest is
one you don't hear.
Remember
that sound sales philosophy:
You never hear
It's
the sales tal\ that
the Sizzle That Sells the
sells
you.
Stea\—Not the Cowl
the
—
SALESPEOPLE AREN'T SUPPOSED TO PULL JACK RABBITS OUT OF HATS In the South, you can capitalize on the
men
good only if they get doors opened. you are certain to meet.
are
FlERE home," gets
States,
YOUR FREE COPY OF 101 WAYS TO IMPROVE YOUR and modernizing salesman. That
inside.
many
that
we
where screen doors
you
can't get
much
through a screen door! above.
pect
who must
me
tried, especially in the
Southern
create a real sales problem. sales
So
The salesman holds
he reaches for let
objections
learned from experience that this was the best ap-
proach of
all,
Some
says the roofing
him
We
IS
Book salesDoor openers
flies.
use the little-daughter-at-school slant.
we worked
out the approach
the booklet towards the pros-
open the door to get his free copy.
it,
After
appeal across to a prospect
Just as
the salesman says, "Before giving you this,
point out a few highlights."
—before he has a chance to get resentful
Then, quickly
the salesman shows pictures of block,
how
Mrs. Green, in the next
had her kitchen re-done, and how Mr. Robinson
fixed the roof. 41
ARENT SUPPOSED TO
SALESPEOPLE
42
The
prospect
is
interested.
Men
are always interested in
friends and neighbors are fixing up their homes.
how
Suddenly the salesman looks up and into your house.
flies
He moves If the
I
"My, I'm
says,
letting
shouldn't do this."
inside.
day
cold,
is
and the house has a regular door in
place of a screen door, the salesman varies his approach
with,
"My, I'm
letting the cold in.
.
."
.
And
he
steps in-
side.
The salesman The prospect is
He
usually
would
have 6
towards a
fine progress
sale.
interested in his before-and-after pictures.
considers his
like to
makes
own home.
Yes, his wife
would probably
feet of extra space in the pantry.
love to have a
den in the
attic.
Yes, he
Yes, the salesman can
measure the rooms, but he understands, of course, that the
owner
The
isn't
ready to decide on anything.
salesman leaves the enthusiastic prospect, goes back
to the office to figure costs
cold on the proposition.
"You but
we
certainly
my
had
wife and
can't afford
it
I
me
and returns
Many
to find the prospect
times the
man would
say,
interested in that remodeling job,
figured that
no matter how cheap
it is,
now."
A NEW CALL-BACK TECHNIQUE Obviously, the salesman's chance on his call back was out of his hands.
So
we worked
out a
new
technique for his return
visit.
Instead of getting ready to talk price, the salesman took a
new
set of pictures.
some more
His approach was, "Mr. Jones,
I
have
interesting before-and-after pictures for you."
Mr. Jones reached for them, and the salesman asked, as before, "May I step in and point out some interesting fea-
43
PULL JACK RABBITS OUT OF HATS Well, he had
tures?"
or less obligated.
him
let
He
He
in last time.
feels
mentioned money, so perhaps he only wants
hasn't
some more
to
he
show
interesting pictures.
Usually such a
back
call
made during
is
the husband and wife are together.
when
more
Besides,
can't very well refuse.
the evening
But the wife
pays no attention to the salesman, until the salesman sud-
denly turns to her and like to
The
have 6 extra
says,
"Mrs. Jones,
feet of space in the pantry."
wife looks at the husband.
like to if they could afford
"It will not cost
From
how would you
it.
Yes, she admits, she'd
The salesman
more per month than your
has an answer,
radio."
this point, the sale develops fast.
The salesman
made larger at a cost of "And you can surely afford that,
points out that the pantry could be
only a dollar a week. can't
you Mr. Jones?"
Notice the difference between the two approaches. the
In
the salesman tried to talk price through the screen
first,
In the second, he was seated at the dining-room table
door.
with an interested husband and wife. It's
what you say
—not what you
AN APPROACH
I
sell.
DON'T LIKE
Earlier in this book, I've stressed the fact that tricks
not wanted
tricksters are
approach
is
becoming
in direct selling.
so
common
One
today that
and
such trick it
deserves
mention here.
A
Western Union boy rings the doorbell and when the
woman survey tor.
answers, he hands her an egg.
is
It
being made.
will be picked
your help."
Please put
up
in a
few
this
Then he
egg in your
days.
says,
"A
refrigera-
We will appreciate
44
SALESPEOPLE AREN'T SUPPOSED TO
The
woman,
considerably
peeved, puts the egg away. rings her bell
and reminds her of the
can see where she put All of this
chance to
is
somewhat
He
egg.
asks
if
he
in the refrigerator.
a trick, of course.
her
tell
it
and
mystified
Several days later a salesman
how bad
she realizes that he wants to
It
gives the salesman the
her refrigerator sell
her a
new
she has a temper she reaches for the salesman reaches for his hat. if
is.
Suddenly
refrigerator,
and
broom while
the
Don't use trickery. It's not necessary and it's bad for everyone concerned, as you'll quickly find out if you follow a person who has resorted to trickery to get business.
A BETTER APPROACH
One satisfactory approach is used by a book company. The salesperson rings the doorbell and says, "I understand your child
is
backward in history
The answer might in history.
It's
be,
"Why
at school."
no.
Johnny
isn't
backward
arithmetic that troubles him."
That gives the salesperson the name of the youngster and is weak. She asks if she may step
the subject in which he
inside because she thinks she
correct John-
ny's
to
"might help to low marks." Once inside, she proceeds book on arithmetic for home study. Study
this
approach;
it
may
show her
give you an idea which you
can use. IT'S
The
point
is
THE SIZZLE THAT SELLS THE STEAK that you should look for something new, dif-
ferent, arresting in
your approach.
than "I'm selling books.
marks
in school?"
Do
Have something
better
you have a child with bad
PULL JACK RABBITS OUT OF HATS
No
45
parent has a child with bad marks.
Ask
Be sure of the answers you are
leading questions.
going to
get.
Ask
questions that will bring the answers
first
ten seconds
you want.
Watch
those
on the
doorstep.
the most important ten seconds in the sale. says to herself, "I don't like that fellow
he
says, / still don't li\e
him"
They're
If the prospect
and no matter what
you're licked
from the begin-
ning.
Don't be a vacuum cleaner adjuster or a gas inspector or the exterminator
man.
Those phrases may get you
inside
the front door, but they'll get you right out again as soon
your prospect discovers that he or she has been tricked.
as
Salespeople aren't supposed to pull \ac\ rabbits out of hats.
OBJECTIONS HELP YOU SELL
have met some interesting salespeople but one of the most interesting was the man who tried to overpower his I
prospects.
He
didn't bother with any of the rules.
didn't care about tested approaches.
He
He
put his trust in
nerve— and he had an abundance of it! For a time, he was fairly successful. He found enough people he could frighten into buying. But he never came bac\. He never his
could
sell
twice to anybody.
He
couldn't even get leads
from people to whom he had sold. Part of his plan was to pay no attention to objections. That's where he was misObjections voiced show that a prospect and can help a salesperson make a sale.
taken.
THE PROSPECT "I don't
he
sees
need anything
you standing
IS
just
is
interested,
ALWAYS RIGHT now,"
at his door.
when he know he
says the prospect
How
does
SALESPEOPLE AREN'T SUPPOSED TO
46 doesn't need anything,
But you
selling?
when he
can't argue
one thing: Agree.
Smile.
doesn't
with him.
That's
all
know what you're You can do only But you've
right.
been asked to show these pictures to everyone in this neighborhood, and you'd like to have him run through them with you.
A
It
moment.
will take only a
saleslady for a hosiery concern answers
every thing-downtown objection
and a
can't possibly afford to stock all the sizes, styles,
we
colors that
much
When
do.
you deal with me, you have
greater variety at a better price.
I'm trying to make a living town.
That's reasonable,
just like the
A door opener may be a booklet, anything that
is
tell
different kinds.
will not
GOOD TO
a brush, a
her through the screen door.
you'd like to show
table before
BE
it
it
IT
photograph— Offer one to
the door, and the chances are she'll
who answers "What is it?"
Don't
of course,
merchants down-
given free to the prospect.
the lady say,
And,
isn't it?"
YOU HAVE A DOOR OPENER,
IF
as follows:
But, of course, the average
"That's perfectly all right.
merchant
somewhat
the I-buy-
to her.
Show
Tell her that there are three
her that
will unfold.
Explain that
it
has to be placed on the
Otherwise your door openers
open doors.
brush company has devised a technique that works well. When the salesperson mentions the free gift, she usu-
A
But in some instances the woman doesn't want She's got one. So the salesperson says, "That's I'll just step in and leave your gift, anyway."
ally gets in.
a brush. all right.
More objections are given. The lady has no money, she (Remember that if she didn't have, she would never says.
PULL JACK RABBITS OUT OF HATS
admit
it
you.
It
Then
The answer
to a stranger at her door.) right.
still all
47
I'd like to leave
one of our free
is,
"That's
gifts
with
won't cost you anything." the housewife discovers that she's too busy.
I'm rather in a rush myself.
ment
in a
way.
I'll
few minutes,
In
fact, I've
"Well,
got an appoint-
so I couldn't stay very long, any-
just step in for a
minute."
SWAP A DOOR OPENER FOR A GLASS OF WATER nothing
If
door, say,
else
works, and the prospect
"I'll tell
a glass of water.
you what I'm
I'll
do.
I'll
starts to close
the
trade you a gift for
thirsty."
This plan usually works. In fact, it worked so well with one young fellow that he had to give it up. He claimed that he used to drink on an average of seven glasses of water every morning and afternoon, and this interfered with his
working hours. THE PROSPECT WHO'S HAD A BAD DEAL a
If
woman
buys a pair of stockings from a store in town
and a thread breaks the cides
it's
from a
saleslady at her door
months' wear,
Of
who
first
a tough accident.
she's
time she puts them on, she deIf she
buys a pair of stockings
and they run
after
only three
been robbed.
course, once in a while really has
you will run across a customer had a bad deal from a direct seller. This
customer has decided never to buy from anyone
at the
door
again.
The
best
way
to regain her confidence
the firm that sold her the material Tell her that you feel sure that
the
home
office
if
is
is
to suggest that
really a reliable firm.
she will get in touch with
she can have everything adjusted fairly.
SALESPEOPLE AREN'T SUPPOSED TO
48
Maybe
was a misunderstanding; maybe
it
it
was a
clerical
error.
The important thing is to get the prospect's good will and Make her feel that even if something went wrong before, your products will be satisfactory. One good direct salesman used to go even further. He
confidence.
himself would write to the firm in question and try to get
an adjustment, giving late to
do much about
all it,
Sometimes
the facts.
it
was too
but the customers never forgot
how
he helped, "\
A man
CAN GET
CHEAPER SOME PLACE ELSE"
found himself running into was too high. He worked on
selling feed for stock
the argument that his
IT
his price
approach until he got an answer that
filled
the
bill.
He
"Mr. Jones, there never was a product made that somebody else couldn't make cheaper in quality and sell at a said,
lower price."
Then he would
stop.
After a minute, he would say,
"Now, It's
Another
stop.
"Ours your
is
don't
the best feed that you can buy.
cattle faster, so that
know much
probably worth what
about this feed you're buying. you're paying for it"
I
It
will fatten
you can get them to the market Of course it costs you more.
sooner and land a better price.
But
it
enables you to
make many
times the difference in
cost" "I
NEVER HEARD OF YOUR FIRM"
Before you can certain
The
amount
sell
anybody anything, you must have a and your company.
of confidence in yourself
best time to gain the confidence of your prospect
early in the presentation.
Sometimes the best time
is
is
as
PULL JACK RABBITS OUT OF HATS
49
soon as you get inside the door, but, of course,
much depends
on your firm. If your company advertises in national magayou won't have to worry about people knowing the name. Carry the current ad and show it with some such zines,
"You probably saw
statement as
Ladies
Home
this
The
advertisement in
Journal"
Every firm can furnish a prestige story that you should
have
available.
letters, credit
One
Pictures of the plant, copies of testimonial
references
—
all
of these help.
kind of confidence builder that
worked today
is
is
not sufficiently
being developed by a Western hosiery firm.
Salespeople for this
firm answer the I-don't-know-your-
house objection with
this
prove to you the
Tested Sentence: "I could easily
company by showing you from our bank, testimonials,
reliability of the
pictures of the plant, a letter
and
But
so on.
At
got a better idea."
I've
this point the salesperson
produces copies of the
last
batch of orders, shuffles through them, and says:
"Here are a few of your neighbors and friends who are buying from me.
ond Avenue? Street?
Blaine?
I
You know
And Mr.
believe
She's just
know many
Mrs. Woodruff, over on Sec-
Jones,
Bill
Jones
on Walnut
he mentioned your name.
down two
of these people.
people, aren't they?
blocks.
And
Mrs.
Oh, you probably
Well, they're pretty intelligent
You won't go wrong buying from
same firm they deal with!" Objections are li\e roc\s in the cree\.
Use them
to get
where you're going.
If
You Have a Good Door Opener, Be Good to
It.
the
SECTION C
SIZZLING WITH THE WHEELERPOINTS So simple that anyone could have thought them up, yet so obvious that no one bothered to do so.
Here, for the
first
time, the Five
Wheelerpoints are applied to direct selling. This is the section of the book you must not miss.
Here
is
sizzlemanshipl
where you meet the
secret of
THE FIVE WHEELERPOINTS
—
1.
"Don't
2.
"Don't write—TELEGRAPH."
3.
"SAY
4.
"Don't ask
5.
"Watch your bark."
sell
IT
the steak
sell
*
the sizzle."
WITH FLOWERS." IF—ask WHICH!"
Published for the first time in Tested Sentences That book of its kind ever printed (New York: Prentice-Hall,
—the
Sell
Inc.,
largest selling
1937).
"DON'T SELL THE STEAK—SELL THE SIZZLE" WHEELERPOINT NUMBER the sizzle that
It's
thing has selling.
its
sizzle,
Find the
1
—
the steak not the cow. Everyincluding you and whatever you are
sells
sizzle
and you find
success.
the sizzle that sells the steak, and not the cow, although the cow is mighty important. But you never saw a steer walking through a restaurant taking orders for his It's
shankbone, did you?
Yet what happens when the waiter walks through the restaurant with a sizzling steak? First you hear it sizzle; then you see it; then you smell it.
The steak dealt a triple blow to your senses. That's why you'd be apt to order a $2.00 steak that sizzled instead of a 30 cent hamburger that fizzled.
When with a
the heavyweight
terrific
sizzling.
You
champion
slugs his
way
to the top
one-two punch that "knocks 'em cold," he's go miles out of your way and pay half-a-
week's income for a good
seat.
Then you
yell till
the roof
rattles.
But when the boxer comes along in a carload, you stay
That's
no
sizzle;
it's
who home and maybe
a fizzle.
53
hasn't a
haymaker
listen to the radio.
"DON'T SELL THE STEAK— SELL THE SIZZLE"
54
THAT'S THE
WAY WITH
DIRECT SALESPEOPLE
Before you can find the sizzle in what you're selling, you must find the sizzle in yourself. If people like you, they'll like
what you
say
And
and do.
what you
like
they'll
If they don't like you, they won't like a single thing sell. you say or do. And they won't like the thing you're sel-
ling.
So you've got
the ring, or the bull bat, if
you want
large crowds
and
champ in in the arena, or the homerun king at get places. You don't have to draw
to learn
to
how
to sizzle like the
cheers, but the principle
is
exactly the same.
You've got to be popular, only with you
a matter of
it's
individual customers instead of a big crowd,
While working
in
Mexico for
a large beer
company
(a
fine job—this research and investigation for a beer firm), For instance, I learned a lot about sizzling Mexican style.
the only thing that starts on time
Mexicans are so sold on
Why? Do
is
the bullfight!
bullfights that they arrive
they go to see a
cow
sitting there
The
on time!
chewing
its
calm Ferdinand smelling sweet
No! Do No! They don't want these fizzles. want to see a wild-eyed bull madly charging. They They want to see the matadors and the picadors exciting the bull and stepping out of his way. They want color and excitement. They want to cheer and weep and yell and wave. they see
cud?
flowers?
That's what
I
mean by Mexican
sizzling.
DON'T BE A FERDINAND
Find the if
you want
sizzle in yourself.
This
to get a lot of orders.
they will want to sizzle with you!
is
Sales
Rule
If people see
Number
1,
you sizzling
WHEELERPOINT NUMBER
55
1
Get excited, and others get excited. Be meek, be calm, be a Ferdinand and smell the sweet flowers and the parade will pass you by. The people in the parade are looking for the
Develop what
I call
sizzler.
"you ability"—the
your prospect and not of yourself. good.
I like it.
say, "I
think
He's interested
talk about
Bring
me.
me into the
Paint the advantages of your product to me.
picture.
how
it
it's
buy it myself. I— I—I—." The prosin what you think or what you would primarily in himself, not you. So if you
want something from me, plain
Don't
think of
I'd
pect isn't interested do.
ability to
will save time or
money Learn
Learn to be "you minded."
Ex-
or energy for me.
how
to give
your
sales
talk the right turn so that your prospect sees himself in the
In order to do this you must
picture.
Are
people like about you.
A pleasant smile. A fine sense of humor
first
these your
find
what other
sizzles ?
(ability to see a joke
on your-
self).
An An
engaging personality.
ability to wear clothes well. Thorough knowledge of your line. Keen understanding of human nature.
What have you like
got in your
and admire you?
yours?
Find
It's
it.
makeup
What
that compels people to
special,
individual trait
is
your trade mark!
Your copyright
in
life!
MAKE THE
We
all
have
temper that
an order
SIZZLES SIZZLE. fizzles.
One woman
she's apt to flare
at once.
KEEP THE FIZZLES I
know
up whenever she
OUT
has such a doesn't get
Since she has learned to smile rather
\
\ \
"DON'T SELL THE STEAK—SELL THE SIZZLE"
56
than sneer, her business has gone up by leaps and bounds.
Be sure
what you think is a sizzle of yours isn't Put on a pair of sizzle specs and look at
that
really a fizzle.
yourself with the eyes of your prospects. see in
What do
others
you ?
People may like you for many reasons. What are they? The way you know your stuff? The nice clothes you wear? The informal way you go through the tough introductory period? The feeling of understanding their prob-
lems?
Perhaps
it's
a combination of things resulting in
a friendly, honest manner. List your sizzles in the order that other people think
them important.
Ask your
notice every time a
new
friends
customer
tend to buy any bushes now, but
I
what they
are.
Take
says, "I didn't really in-
liked the
way you
compli-
mented our yard." NEXT FIND THE SIZZLES
Once you pared to sell.
IN
WHAT YOU ARE
find out about your
own
sizzles,
SELLING
you are pre-
about finding the sizzles in what you have to
set
These are the
steps in selling anything.
For instance, let's say that you are selling hosiery. What do people want when they buy socks and stockings? Beauty? Yes. Comfort? Right. Service? Of course.
By
Value?
Maybe
start with.
ings ?
all
means.
there are other things, but these are
Now, how do you
Your
sales
manual
will explain that to
the silk in heated compartments.
Then
to
have beautiful
is
preserved by drying
The
thread must not be
hosiery, the natural luster of the silk
"cooked."
enough
get beauty in socks or stock-
the knit must have the
maximum number
of stitches to the inch to insure elasticity
and
to preserve
WHEELERPOINT NUMBER
the color
is
But the best It
may
made
right.
sizzle of the hose
fit."
You
the sizzle
might
ings
not be in beauty
give.
to
made.
carefully
makes
do with the
Stockings
is
used for the boot, with
Good
long yarns for reinforcements.
special heel reinforcements,
service that stock-
a considerable difference whether
or not the best grade of thread fine
stockings are
to take care of the tall customer.
may have It
how
at all.
will learn that stockings have to
Seams must be
must be long enough
Or
may
be comfort, so you have to find
comfortable.
be "knit to
must be used
Finally, beautiful, expensive dyes
appearance. if
57
1
and are
stockings have
made through-
carefully
out.
Suppose
it's
a question of value.
things have to be considered
The
if
At
least three
important
stockings have real value.
They must
best materials have to be used throughout.
be knit on modern, highspeed machines,
the manufactur-
if
down. They require careful supervision to insure full measure and flawless production. There you have it! Somewhere in there is your sizzle. ing cost
is
to be cut
MAKE YOUR Wherever exclusive.
it's
make your
possible,
Don't use a
SIZZLES EXCLUSIVE sizzles of
your product
makes the prospect say what the other fellow said
sizzle that
to himself, "Sure, but that's just
about his line."
Find out what the prospect wants or needs. your product to those needs. overalls, don't try to sell suit. sell
If
him
If a prospect
Then
fit
wants a pair of
a double-breasted blue serge
the housewife wants a jar of pickles, don't try to
her two bottles of
olives.
Fit the sizzle to the prospect.
That's a sales rule worth bearing in
mind
at all times.
"DON'T SELL THE STEAK—SELL THE SIZZLE"
58
Remember
that one tobacco
company
sold millions
and
millions of cigarettes by claiming that the cigarette
was
What
"toasted."
who Make
a sizzle!
It
intrigued millions of people,
suddenly wanted a toasted cigarette.
It isn't
your sizzle exclusive so that
hard
do
to
A
ears open.
this,
it
your prospect.
fits
but you have to keep your eyes and
book company found that
sales for a certain
book soared when the salesmen pointed out that the book had an index. They featured the index, showing how easy it was to find anything in the book. It was just what the doctor ordered! LIST
YOUR
Whenever we
we
SIZZLE SHEET
out to build a sales talk at the Tested
set
we
Selling Institute, service
ON A
SIZZLES
listed the sizzles for that
on a form we
called the Sizzle Sheet.
listed the sizzles in the
of,
would would make came to buying.
order that the prospect
consider the good selling points
people say, "Yes," instead
product or
In this way,
—
points that
"No," when
it
Once you have your sizzles listed in this way, you have You become aware of your main selling fea-
progressed. tures
—your
Now,
sizzle points.
here's a secret.
zles works, because I
dred companies Let's
sum
This simple plan of
have tested
it
—and every single
listing
what you have use what prospects want, not what you like.
But always, in
to
preparing your
others like
sizzles,
First Sales
Sell the Sizzle,
It's
sell.
Rule in building a tested and Not the
All in
—what
sales talk
Stea\.
How You
siz-
Then
First find the sizzle in yourself.
up.
find the sizzles in
The
your
more than one huntime, sales went up. for
Sizzle the Prospect.
your
then
is:
"DON'T WRITE—TELEGRAPH" WHEELERPOINT NUMBER 2 The
chef
is
dependent on the waiter.
served while hot rule of selling
I
HE
fails to
The
steak that isn't
The second Art of Verbal Shorthand.
to learn the
is
SIZZLE SOLD
make an
impression.
THE STEAK; THE CHEF MADE THE STEAK on the waiter who
red-hot, but the final impression depends delivers the steak.
The
no matter how
best steak in the world,
the kitchen, becomes a fizzle the table.
The Second
building a sales talk that
if it is
it
sizzled in
delivered too slowly to
Rule, therefore, to follow sells is to
when
learn the Art of Verbal
Shorthand.
You must spea\ If
telegraphically I
you stammer and
sizzle will die out. is still
you
stutter, if
The
sizzle
hem and haw, the finest
must be delivered while
NOBODY
LIKES
COLD STEAK
Most people would rather have a hamburger than a
it
sizzling,
sirloin that's lost its sizzle.
Nobody
likes a sales talk that
59
Nobody
that's
hot
likes a cold steak.
comes poking along
like a
60
"DON'T WRITE—TELEGRAPH"
slow freight tracks,
train. Nobody wants to stand alongside the watching the end of the train, and wait impatiently
until
reaches the crossing.
it
Don't
A
let
people see the caboose of your tal\.
who
doesn't know what he's going to say he confronts a prospect actually makes fewer sales than the one who plans his sales presentations.
salesperson
until
With
a planned presentation, you
to open;
you
know
objections you are going to get
That's
what
I
know how
the followup remarks; you
mean by
you're going
know what
and how to answer them. which comes
a Tested Sales Talk
out in a telegraphic manner!
It's
delivered in true Western
Union fashion! DON'T BE THE OLD POSTMAN If
you send your
R.F.D.
best sizzles R.F.D., they'll be cold
by
the time the prospect gets them.
They may even go
the "dead letter"
the sizzles are not care-
fully labeled
Have
office, especially if
to
and sent "General Delivery."
a planned sales talk ready at the tip of your tongue,
and keep your messages off the R.F.D. route. Know exwhat your opening selling sentences will be, and your
actly
words won't reach the "dead
letter" ear of the prospect.
—right in the eye!
Tal\ right to your prospect
YOUR
When first
FIRST
TEN WORDS ARE IMPORTANT
a sizzling steak
is
suddenly put in front of you, the
ten seconds are the most important.
seconds,
you get a
sniff of the steak,
In those ten
you get your
You form an immediate judgment. You
first taste.
decide that you
WHEELERPOINT NUMBER 2
61
you
like the steak or that
don't.
You
give the poor steer
the benefit of one mouthful, and in that
made
is
or
when you
Similarly, first
success
your prospect, your
start to talk to
ten words are the most important, as far as your chances
for a sale to that prospect first
first bite, its
lost!
concerned.
is
In
ten words are not the right words, you
fact, if
may
your
not have
a chance to deliver others!
Your
ten words are
first
So
ten thousand! first
let
the prospect sniff the sizzle in those
Watch
ten seconds.
more important than the next
that
first
ten-second look the pros-
pect at the door gives as you start to talk.
up
for the
first
time,
make him
When
he looks
see a businesslike person
—not a slouch with
with something important on his mind a hope-no-one-is-at-home look.
Don't slide down into a chair, as if you were worn out and would like to rest for an hour. Keep your brief case or bag in your own lap, or on the floor, not on the desk or the table.
Make
tions, the
a brief
comment on
dog, the time, but get BE ALERT BUT
the weather, the decora-
down
to brass tacks quickly.
NOT A SMART ALECK
Since my book Tested Sentences That Sell was published, and rewritten in so many trade papers, a few salespeople believe that I advocate tricky opening sales sentences.
Tricky words, like tricky clothes, get you nowhere!
opposed to them.
Here
are a
"Here
is
few
tricky openings that
I
disapprove of:
a dollar, Mr. Jones, for five minutes of your
time."
"How would
you
like to
make
a million dollars?"
I'm
"DON'T WRITE—TELEGRAPH"
62
"I'm studying moths, please
let
me
see
Mrs. Jones."
"I have a personal matter for you, Mrs. Jones, tell
you
I'll
inside."
"Something important has happened, Mrs. Jones.
May Of
I
come in?"
course, these selling approaches often get a salesperson
inside but not for long.
and
that's
way to get in, The building sup-
There's just one
on your two feet—honestly.
plyman who got in squarely with his interesting before-andafter pictures had a chance to make a sale. The vacuum cleaner man who wanted to inspect the closets for moths was usually "licked" as soon as he started to unpack his demonstrator.
TESTED SELLING APPLIED TO YOURSELF
Apply Tested
Selling to your
you say in those golden are approaches used
of
my
first
own
approaches.
ten words ?
What
can
Here, for example,
by people who have attended
sessions
sizzle schools:
"Is
your
home
protected, should a fire start?"
your vacuum cleaner built to stay out of repair shops?"
"Is
"Have you arranged your housework scientifically?" "What type of washing machine do you prefer?"
"Would you
like a shirt
with the buttons anchored
onV'
"Have you ever heard of insured suits?" "How would you like to have a replacement guarantee on your silk hose?"
You can not tricky.
see that these approaches are simple, honest,
A
good suggestion
with some such phrase
as;
is
and
to use a question, starting
WHEELERP01NT NUMBER 2
"Did you know
A
."
.
.
"Have you heard
.
.
"Would you
.
.
like
good question
doing and As\
shift his
63
."
."
make
will
the prospect drop
what he
is
thoughts to you and your question.
the right question
and
you'll get the right answer.
MAKE YOUR PRESENTATIONS GRAPHIC Once you've developed and
tested your approach, you're
ready for whatever happens in the next three minutes.
These three minutes are important because the prospect has indicated a willingness to listen,
and
will listen for about
three minutes.
Then he some
So
talking.
back and It's
apt to lose interest unless you
is
mighty
fine thing, isn't
chance.
If
you only
You
ask,
"What do you think
don't
want negative
so put your question the positive way, it's
it
sit
?"
the prospect's turn to talk, and you've given
invite criticism.
him do
your three-minute presentation,
after
say, "That's a
let
him
of it?"
ideas in his
the
you
mind,
by suggesting that
good.
Recently,
Below
I
had occasion
to
work
in the insurance field.
are presentation sentences that I believe are good.
Study these for adaptable ideas:
"What
will
happen
to Billy
if
you're not here to
protect him ?"
"You work hard now, but you want comfort and ease after you are sixty-five."
by making sure that if something happens, there won't be sudden debts on
"Your dad has done top of grief."
his part
"DON'T WRITE—TELEGRAPH"
64
"She will always have a Christmas just a
like this one, for
few pennies of insurance."
"We can
give you worry-free insurance."
"No work, no worry, no
strain
—
isn't that
what you
want?"
The purpose
of these presentation sentences
your story in a nutshell. prospect wants
want
it
It is
is
to give
way your the way you
the steak served the
that counts, not necessarily
it.
The
presentation
no word
carry
Don't use "and,"
Make
delivered telegraphically.
is
must
It
that doesn't carry the sale forward to success. "if,"
or "but,"
the prospect's
if
you can avoid such words.
mouth water
for
what you have
to
Every prospect in the world greets you with a
offer.
Nobody wants anything
mental, "No."
her (or him) want
Your steak or
—until
you ma\e
it.
presentation, like that of the waiter, can spoil the
make
it
taste
even
better.
So make your presenta-
tion sizzle!
SEND FAST TELEGRAMS
IF
YOU WANT FAST ACTION
Fast telegrams get fast action, so put your sizzles on the fast wires.
make
it
If
short.
your prospect wants to talk about the weather,
Don't gossip.
Plunge into your
Few
sale
without preliminaries,
if possible.
people go to see the "prelims" at the boxing matches.
They come
for the big events.
Strive for instant attention
by showing you have analyzed
the needs of the prospect and can give specific help.
This
plan will get you farther than talking about the newspaper headlines.
Learn to speak telegraphically, learn to sketch an
attrac-
65
WHEELERPOINT NUMBER 2 tive
mental picture in your
a presentation that to
first
ten seconds.
Learn
to
make
makes the prospect want what you have
sell.
Point
Two summed
Learn the
up:
art of verbal shorthand.
Serve the stea\ while
it's
still
Spea\
red-hot.
telegraphically.
Keep your
sales
tal\ out of General Delivery.
'Dead Letters" Are as Uninteresting as "Dead Pans"
8
"SAY
WITH FLOWERS"
IT
WHEELERPOINT NUMBER What you do
is
as
important as what you say.
3
The good
direct salesperson, therefore, learns the secret of synchroniz-
ing the sizzles with showmanship.
llAPPY RETURNS OF THE DAY" MEANS MUCH MORE WHEN the Western Union boy hands the little lady a bouquet of flowers along with his message. What he did was as important as what he gave her to read.
knew
that the "flowers"
as his
"words."
It's
would make
that in selling, too.
like
The
as great
clever suitor
an impression
The movement
of your
feet, the way you handle the order blank, the which you touch your products all of these are important. You've got to watch for an eyebrow that you might lift in surprise sometimes. It might lift you right
hands and
manner
out of a
Don't
—
in
sale.
Watch your
let it lapse into
You must
a smirk.
Train
it
it
be sincere.
to be disarming.
give the impression that you are pleased
prospect, pleased with
chance to
Let
smile, too.
sell it,
what you
by the
are selling, glad to have a
confident of an order. 6$
WHEELERPOINT NUMBER
how
Learn
«7
3
employ drama,
to
pleasantness, action begets action.
for
pleasantness begets
Get
excited,
and
so will
the prospect.
YOUR WORDS WITH SHOWMANSHIP
FORTIFY
Even Charlie McCarthy has an expression on Let that be a reminder to you, for
face.
receive
dead-pan look, you'll
if
his
wooden
you wear that
dead reactions from your
prospects.
Be
cheerful.
More im-
will help disarm the prospect.
It
portant, it will put a lot of extra fun and sparkle in your own existence. This doesn't mean that you have to be a It does mean that you ought to ease up on circus clown.
the tension that so
The
many
salespeople have.
third Wheelerpoint to remember, therefore,
Fortify
your words with showmanship. Don't in midair, unsupported by gesture.
let
is:
your
words hang
BROOKLYN BRIDGE Almost any action
is
IS
good that
without antagonizing them. things you are selling, let
them smell and
This method reaction
is
you want.
if it
taste
like
HARDER TO SELL
NOW
will interest your prospects
Let them will help.
see, feel,
And
touch the
if it's
possible,
your products.
sending a bouquet to help secure the
People will recognize more quickly the
value of the merchandise you offer.
When
Uncle Ezra used to come to the
listen to the
Bridge.
man
When
city,
he would
in the derby with the option on Brooklyn
Uncle heard he could make a
of 10 cents per person,
and bank a million
toll
charge
dollars in a
few
weeks, he was tempted to make a down payment on the
"SAY
68
Proof wasn't necessary, in those days,
bridge, spot cash.
but today
I'm going to come back to
it is.
now
on, but
I
WITH FLOWERS"
IT
want
to give
this subject later
you an example of proof with
showmanship.
When
square clothespins
trouble in selling them.
I
came
first
out, stores
found that the best
had
great
sizzle for the
counter girl to use was, "This square clothespin won't
roll
when it's dropped." That's telegraphic. The showmanship comes in when she actually drops the clothespin. The prospect sees and hears. The thing doesn't So she buys.
roll.
Sounds simple, doesn't
But
it?
this
demonstration of a few seconds has sold more than thirty
W.T. Grant
million square clothespins in the
what
mean by
I
Stores
That's
!
using showmanship to support your talk.
Give a quick demonstration that will prove your point.
Texas Oil
Here's another example.
can of
and
oil
say,
in front of a customer
"This
new Texico
men
hold a
on a cold winter morning
Oil enables you to start instantly
Like that"
in cold weather!
service
And when
they get to that,
they snap their fingers. That's
how
sharp snap
they get the Tested Sentence across.
tells
as
much
perfectly, instantly clear,
Take the explain
as a
how
thousand words. fast the motorist
It
can
The makes
start.
who wants to He says, in a low
case of the Electrolux salesman,
how quietly his
refrigerator runs.
tone, "It burns as silently as a match."
showmanship
into the picture.
stands silently, watching
it
burn.
He
Then he
lights
brings
a match and
Most prospects
actually
try to hear the match burn!
Brooklyn Bridge
Ezra wants proof.
is
harder to
sell
today, because Uncle
He wants, of course, to know the benefits
of whatever you are selling, but he also wants to see and
WHEELERPOINT NUMBER 3 feel
and
hear,
69
and maybe smell and
Then
taste.
he's con-
vinced*
Use showmanship properly and you can double your
sales.
EXAMPLES FROM THE SIZZLE SCHOOLS
For some
practical bits of
showmanship which you might
be able to adapt, I'm going back to some of
my
my
students in
Sizzle Schools:
Insurance:
"When
have money for
I tell
the prospect that he will
leisure or travel, I
show him
scenes
of Florida and California."
Stockings:
"To prove and
really strong,
that
will
my
wear
stockings are
silk
well,
I
one end
tie
around a doorknob and pull." Household Device: "My product can be bought for payments amounting to as little as 3 cents a day. At that point, I put three pennies on the table."
Mens
Suits:
"Men
don't like to have the buttons
come off. So I tie a good sized weight to a string and hang it from the button." Business Service: "They think it's expensive, but I tell them that it won't cost more than a package of cigarettes a day. That gives me the chance to produce a pack and offer a cigarette to the prospect."
them
Corsets: "I tell
my corset is not
and uncomfortable, but rubber. pull,
Then
showing
I
give
how
it
soft
stiff
them a sample gives
and harsh
and yielding
as live
of rubber to
way with each
bend."
TAKE A TIP FROM THE LATINS
When a Cuban boy asks you to buy some beads for the young lady on your arm, he quickly places them on her
"SAY
70 wrist, so she
wants you
how nice
can see
buy a musical
to
Why,
rattles the castinets.
Take a
IT
When
they are. toy,
WITH FLOWERS"
he blows
it
a
Cuban boy
He
for you.
easyl
it's
along the canals in the Mexican Venice, and
trip
salesmen hold a bottle of Carta Blanca (a fine drink) right That's
in front of you.
The
how
work up
to
at
them.
Maybe you do need a shine. Ask a peanut vendor, "How much
He
down at your shoes You look down, too.
shoeshine boys in Mexico stare
and even look reproachfully
doesn't say "5 cents,
a thirst in a hurry.
is
a bag of peanuts?"
want some?"
He
Oh, no.
says,
"5 cents, arid they're hot!' and he holds the bag towards you.
What
do
these Latins
I've often
is
as
important
as
what they
say.
remarked that the words of a salesperson in the
United States plus the gestures of a Latin would make a perfect combination.
Most of us
are like Indians
wooden Indian never you into the Stores in
termine
store.
This reminds
talk too
much.
how
to step
up
The
All he did was to bring
me
that the People's
Washington, D. C, during one of our
for a quarter, once sold
What
—we
sold a cigar!
Drug
tests to de-
smoke selling two hundred customers.
cigar buyers to a
them
they did was point
to eight
—actually,
the ends of the cigars and say,
—to
dramatically point
"They won't unravel
in your
mouth while you smoke." It's
what you do
DON'T BE
When
as
as
what you
say.
AN ANT SCRATCHER OR DOODLER
bringing in showmanship to help you
your hands carefully. to
much
remember:
Here
are a
few
don'ts that
sell,
watch
you ought
—
WHEELERPOINT NUMBER
71
3
Don't yank and tug
Don't be a nose-puller. nose until
come
off
the prospect wonders
your
Don't be an
if
it's
at
your
going to
face.
Your
ear-twister.
Don't twiddle or caress
it
or dig into
Don't be a chin-stro\er. stroker in action.
He
ear
is
on
to stay.
it.
You've seen the chin-
gets so methodical at
it
that
the poor prospect becomes hypnotized.
Don't be an ant-scratcher. prospect the
itch,
If
you want to give the
just start scratching yourself
head, ears, knees, armpits.
You'll have the pros-
pect frantic.
Do you pick things up and put them down? Look at the salt shaker? Unwind a clip ? Handle the ash tray ? Twist your pencils ? Take off your ring and put it back? If so, you're
Don't be a doodler.
a doodler; you will lose sales.
Ma\e your hands wor\ for you, not against you. I would sum up the third Wheelerpoint in this way: Watch what you do as well as what you say. To get your message across most effectively, "Say it with flowers." Synchronize your sizzles with showmanship.
Do
—and Say
It
It—in One
Breath.
"DON'T ASK IF—ASK WHICH" WHEELERPOINT NUMBER 4 Always give prospects a choice between something and something else; never between the something and nothing. Be a good lawyer and ask the leading questions that get the answers you want.
T OUR
SALES
TALK HAS REACHED THE POINT WHERE YOU WANT close, and here is where some salespeople
to begin your
cool
off.
They
get cold instead of hot.
Their closing technique
We
flops,
and
so
offer you, therefore, the fourth
do
they.
Wheelerpoint to get
yourself across with the prospect:
Don't as\
By
this I
—as\ which?
if
mean, ask the prospect questions that usually get
the answers you want.
Never take a chance and ask a
question unless you are pretty sure of the answer you are
going to
get.
For example, do not
"What do you
"How
say:
think of this?"
about buying some today?"
"Do you
think I'm right?"
Questions like these
may
or
72
may
not get you the right
WHEELERPOINT NUMBER 4
73
But you can get the right answers by turning
answers.
these questions about with this Tested Selling Technique:
"You'll agree with that, won't you?"
"You could go ahead on your own
authority,
couldn't you?"
"That sounds Actual
more it
fair to you, doesn't
show
tests
it
?"
many
that with such sentences you'll get
favorable responses than with the routine how-about-
questions.
"WHICH"
IS
Successful salespeople
THAN
BETTER
make
"IF"
a habit of asking questions
that end with "don't you think?" or "you agree with that,
They ask leading
don't you?"
questions;
lawyers, they get the answers they
want
and
they are apt to end their presentations with such a as this,
"You
afford
—so
it
like
why
it;
not buy
But even more ing a sale
is
you want
effective
it
it;
right
you need
is
else
to ask
you want him
fact,
summary you can
than leading questions in
prospect a choice between something you
question
it;
In
now?"
the ask-which, not-if principle.
and something
good
like
to hear.
to buy.
clos-
This gives the
want him
to
The point of your
which of them the prospect
prefers.
example:
"Which of these two the brown?"
suits
do you
"What's the better time to seven o'clock or a
"Would you some is
see
prefer, the blue or
your husband,
at
say nine o'clock?"
rather get a full dozen of this style, or
of the other kind too?"
"When Or
little later,
shall I deliver this cleaner,
Wednesday
better?"
buy
on Tuesday?
For
"DON'T ASK IF—ASK WHICH"
74
"How much would Or
you want
to
pay down, $3.00?
$2.00?"
Each of
these questions asks
which rather than
gives the prospect the choice of doing either of
You
two
/*/
and
things.
get the answer you want.
Be
the
Question
Mar\
salesperson
—not
the Exclamation
Point salesperson!
A FAVORITE VACUUM CLEANER CLOSE
The vacuum cleaner salesman asks, "Which model do you like, madam, this one or that?" The prospect indicates her choice, but often adds, "You'll have to see
The salesman comes
back,
"Which day
my husband."
does your husband
do the housework?" She quickly informs him that she does
Her answer
all
the housework.
gives the salesman a chance to say:
"Then
it's
your back, your head, your arms that ache from housework, not your husband's. Don't you think he'd want you to have this machine, since you do the housework?" Notice so
many
Low tion
how
easily this tested technique
can be adapted to
products.
pressure selling
Mark
is
the order of the day.
The Ques-
salesperson has a big lead over the Exclamation
Point salesman
who
tries to
force his arguments
down
the
prospect's throat.
Now Try
see
how many
specifically
of these questions you can develop.
such words as these at the beginning:
Which? What? When? How? Where? Who? Then custom-tailor these sentences and questions to your particular product.
Let's see
you
sizzle!
WHEELERPOINT NUMBER 4 DON'T BE
Many
75
A NEGATIVE
SALESPERSON
beginners seem inclined to ask questions with an
I'm including a few to serve
unselling, or negative twist.
as examples of questions to avoid:
"Would you be interested in something different ?" "You couldn't finance a larger machine?" "Maybe you'd like to see something less expensive?"
On
the other hand, don't be the too-positive-minded salesProspects react against salespeople
person.
No
too sure of themselves.
who
are always
prospect wants to hear a
sales-
person say:
know I'm
"I
"I'm positive
"We
right." this
the color you want."
is
experts don't
make
mistakes."
"See here, I've been in this line for twenty years."
And
prospects don't like salespeople
that they're right
and the prospect
is
"You must understand this!" "Only a fool would pass up this
"Now
listen to
"Do what Don't be so fully,
I tell
me. you.
positive.
.
keep
insisting
opportunity."
." .
I know what's good for you." You can get the same effect tact-
and by using the right
ing your prospect.
who
wrong:
questions, without antagoniz-
Use question marks, not exclamation
points.
Hoo\
—don't jab
the prospect's interest
it.
PEOPLE LIKE TO SAY, "NO"
Once
a prospect says, "No," to you, you're going to have
behind the "No."
People
don't like to have you think they change their
minds so
trouble, because you're stuck
—
"DON'T ASK IF—ASK WHICH"
76
So avoid questions that may member that most prospects like to make them pround of their sales easily.
get "no" answers.
"No,"
say,
it
Re-
seems to
People are
resistance.
afraid that in saying, "Yes," they are surrendering to you.
So they bring out
An
their little
"No" almost
automatically.
insurance salesman used to run up against this objec-
want any insurance." So he figured out this it might be a good idea to have an examinathat you will know you are eligible in case you want
tion, "I don't
answer: "But tion so
to take out a policy a little later on."
the prospect
down
seeming to change the frame of
This statement
lets
gracefully
and he can give in without
mind.
Don't put your prospect in
his
mind where he
says,
"No," and then
sticks
by
his guns.
MY OWN I
TECHNIQUE
IS
ON ME
USED
stopped in a Fifth Avenue building some time ago to
look for a bigger suite of rooms for
me rooms
ant showed
dow and
said,
me some rooms on
office.
The
attend-
near the top, looked out of the win-
Hudson
"Fine view of the
agreed; he had given
my
me
the answer.
River, isn't it?"
I
Then he showed
the other side of the building and again
looked out of the window.
"Here's a beautiful view of the
Long Island, isn't it?" he asked. I agreed. Then he answered me, "Which view would you prefer?" chose the Long Island view because I once lived there
East River and
I
and found Recently live,
and
that I
I
had rented an
went
office!
into a barber shop in Dallas,
after the barber cut
my
hair,
he
said,
where
I
now
"What kind
shampoo do you want?" I asked him what kind he had, and he explained, giving me a choice. I mentioned the one that sounded least complicated, and the sale was made.
of
WHEELERPOINT NUMBER 4 That's I
how my
which, not-if technique was used on me.
was given a choice
one
I
So
77
of shampoos.
And
I
mentioned the
preferred. here's the fourth Wheelerpoint:
Always give people a choice between something and something else; never between something and nothing. As\
—don't
questions
exclaim.
As\
leading questions that will
bring the answers you want.
You
Can't Learn
When Your Mouth
Is
Open,
10
WATCH YOUR BARK WHEELERPOIMT NUMBER Your it
is
voice
is
what you
and manner cause the
I
How
the carrier of your message.
as important as
say.
Don't
let
5
you say
your voice
sizzle to fizzle.
HE PEANUT VENDOR'S CART HAS A WHISTLE WITH JUST ONE but it's the right toot to sell peanuts. Your own voice
toot,
has
many
inflections,
but only one best one to
sell
a par-
ticular prospect.
The
best sizzle in the world, dressed
up
telegraphically,
with bouquets, with action and plenty of which questions, will flop if your voice
is flat.
Don't talk too high or too low, too be a ]ohnny-one-note\ IT'S
AS
Be
fast or too slow.
Don't
careful of your voice.
MUCH "HOW" AS "WHAT"
Not long ago I spoke before the gobs at the Naval Station at Pensacola, and Commander Witherspoon emphasized the value of the right "bark" to use with duty, at the firing line.
Even
important! 78
men on
duty, of?
in the Navy, voice quality
is
WHEELERPOINT NUMBER
Doug Walsh,
Police Chief to talk to the
the voice
79
5
of Dallas, recently asked
Texas Chiefs of
had a
Police,
and
I
pointed out that
do with making a policeman an
lot to
me
officer
rather than a cop.
Former Chief Wilson,
me
had
of Wichita, the "college chief,"
repeat this talk at Kansas State University,
taught a class of prospective
officers.
where he
He showed
the
men
the difference between the old loud-mouthed cop and the
Much Remember how you
modern
officer.
him you'd
turn
him
of the difference
officers
feel scared of
watch
No more it,
their
in the voice.
used to scare a youngster by telling
over to a policeman?
of Lansing, Michigan, told
do not
is
me
Chief O'Brien,
that Lansing youngsters
policemen nowadays, mainly because
bark
when
dealing with youngsters.
do the kids hide under the porch and
the cops,"
when
the officer comes
down
yell,
"Cheese
the beat.
Now
more apt to ask him to umpire their ball game. Head G-Man Hoover trains his men carefully in the value of watching their bark, and if you could watch some of his they're
men
questioning a criminal, you'd see
the right tone of voice
Some
when
how
important
is
you're after something.
work with the psychogalvanometer that's the college word for lie-detector at Johns Hopkins University. Even in work as scientific as this, I found that the right tone of voice had a lot to do with our years ago
I
did some
—
—
ability to find the guilty
Watch your
bark.
man
It will
quickly.
pay.
THE LADY THAT
FLIES
AND
Every nurse knows that her voice If
is
FLIES
mighty important.
you were ever attended by a nurse with a saw-edge
voice,
WATCH YOUR BARK
80 you'll
appreciate
what
The American
mean.
I
Airline
stewardess receives considerable training in voice culture.
She knows not to speak of fog, but of clouds; not to mention thunder storms, but change in weather. She never speaks of safety
How
but seat
belt,
belt.
she talks about the weather
the right words.
Experience proves that an excited voice
Some
gets people excited.
before the trip
Once when
is
important as using
as
is
may want
passenger
to get out
completed!
the pilot wanted to talk to the stewardess, he
buzzed three times for her, and only wanted to
know
perhaps
Now, on certain when the
planes, pilot
He
her headache was gone, but
Maybe something was wrong.
the passengers got ruffled.
flashes
if
attracted attention.
you do not
see the little light that
wants the stewardess.
The buzz was
too near a bark!
MAKE YOUR VOICE SOUND
SINCERE
Never, never bark out a quick answer to some objection that a prospect makes.
one
Take
to shout, "Listen, I've
and you're
all
it
been in
wet when you say
this business for six years,
The
Try
and you life
your point, but.
yes-but technique will find that
in presentations that
is
it
makes
is
instead,
it
something
works.
it
and keeps
side.
Your tone
and appreciate In
all
his point
probability, there
something reasonable about the objections being
Agree pleasantly with the
Use
dead.
You're on his
You've got to be sincere.
way
."
.
sales for you,
of voice shows that you understand
of view.
.
sound, and
may seem
Agree with the prospect.
That's a good
that."
to lose friends, as well as customers. like this, "Yes, I see
Don't interrupt some-
easy.
raised.
prospect, then point out, "Here's
WHEELERPOINT NUMBER 5
may
something that you ought to look
at
this
it
81
have overlooked," or "Perhaps
By
way."
first
chance to prove that what you have other product, or that the price prospect can afford
Agree
isn't
we
agreeing, you get a better than
is
some
too high, or that the
it.
—then explain!
i
DON'T GET EXCITED AND SHOUT AT CRITICISM
When
the prospect offers an objection, watch the tone
you use in your right to offer
them. brings
answer
way
prospect,
when he
up because
it
The
offers
an objection
.
.
to
meet an objection, Accept
it,
welcome
it.
just
don't
under-
."
Instead, try
one of these: "I'm glad you brought up that
Or, "I'm sorry
question."
"Most shrewd buyers ask I
welcome and only
he's interested.
Don't say: "Now, Mr. Jones, you stand.
remember, has the
the objections in the book, so
He's sincere
Here's the it,
reply.
all
was going
I didn't
me that."
to explain that.
If you're selling
.
.
make
that clear."
Or,
Or, "Yes, you are right.
."
housewives, be especially careful about
Make them feel that they are showing good busiWelcome criticism or objections. Refer to
your tone.
ness judgment.
any such remarks, even unpleasant ones,
A woman stantly
into the objection,
"Well," she
as "questions."
selling a high-priced line of foods runs con-
says,
"I
can't
afford
such prices."
"they are higher than second-grade foods,
but you can't afford to take a chance with the health of
your family, can you ?" Agree.
Use the
prospect's
own
words.
And when
he
WATCH YOUR BARK
82 says, "That's a lot of
money," don't answer, "No,
That's barking at him.
a
it is
lot, until I
at this again.
.
.
and have phrase
Say
is
a
take a look
good one.
to think they are smart as
upon the same
hit
let's
objection.
People are
most other people
A
good nonbark
good business woman. amount of admiration in smart business woman, and you have
to call the lady of the house a
sincerely with just the right
it
your
is
Now
explain the value. ."
That phrase, "most people" complimented
it isn't."
"Most people do think
Instead, say,
She's a
eyes.
a great admiration for them.
The
smile
on your
face, the look in
your
eyes, the
tone of
your voice, the enthusiasm of your talk, the confidence in your close
—
all
of these are
mighty important in getting the
business.
They
tell
lisher of the
a story about
my
friend
Amon
G. Carter, pub-
famous Fort Worth Star Telegram.
cartoon in his paper showing a
little girl
He
put a
in tears kneeling
beside the bed of her mother, saying, "Good-bye,
God,
I'm going to Dallas."
Amon
G. thought
old rival, Dallas. cartoon,
this
would be
a fine
way
to rile his
But the Dallas newspapers reprinted the
making only a slight change. Here's the way By God, I'm going to Dallas!"
read: "Good!
You
see?
It's
all in
how you
say what you are saying.
Don't Smile Li\e the Wolf at Grandmas Door.
it
WHEELERPOINT NUMBER THE 1.
WHEELERPOINTS SUMMARIZED
FIVE
Don't Sell the Steals—Sell the Sizzle!
and not the cow.
that sells the steak,
anything.
The
gets the sale 2.
83
5
It's
the sizzle
The cow
steak has to be good, but
it's
can't sell
the sizzle that
under way.
—Telegraph!
The
Don't Write
telegraph operator can
ruin the sweetest message in the world by fumbling
it.
You must learn how to serve the steak while it is still redYou must learn the art of verbal shorthand. Learn how to speak the sizzle telegraphically. 3. Say It with Flowers, What you DO as you speak your words may be as important as the words themselves. The movements of your feet, hands, face; your method of hot.
handling the contract form, are
important as your words.
as
The bouquet of flowers says plainer than words, "I love you." 4. Don't As\ If As\ Which! Always give the prospect
—
a choice between something and something
something and
"Which?" "When?" if,
else, not between Be a good lawyer and ask,
nothing.
"How?" "What?" "Who?" Not
but which.
Watch Your Bar\. The little dog has only the one sound 'woof" and one tail to wag, but it's the tone behind his "woof" and the wag of his tail that sells you. So watch 5.
the bark behind your
what you
own
How
your presentation.
sales
you say
words and the "wag" in it
can be as important as
say.
These Wheelerpoints can be summed up in
famous Tested Selling Sentence.
few words, in it
will
less
I'm giving
than ten seconds.
Put
it
it
to
my
most
you
in a
into practice,
do wonders for you:
Don't thin\ so much about what you want to say as what the other fellow wants to hear.
"You"
Is
a Bigger
Word Than "L"
and
SECTION D
SIZZLEFUL SALESPEOPLE
KNOW
THEIR
SIZZLES
Some unusual approaches for special products.
that have
worked
You may have
to
—be
prove what you say about your product ready.
Some
objections you'll
your demonstration.
How
meet during
successful di-
rect salespeople handle the sizzles at the close of the sale.
11
WHO
"HALT!
who answer
Prospects
They
are like sentries
domain.
How leads
GOES THERE?" ring
What do you have
don't
want anything.
Inside the door
that's so
How
successful salespeople get inside.
to get
new
window, he box.
little
She walks
to the door, carrying a portable radio; pushes
the bell confidently, of the
their
from old customers.
up
briskly
is
important for them?
watch one saleswoman at work.
Let's
to a
your
on guard.
and
sees a
waits.
If the
woman who
Maybe somebody
sent
prospect looks out
seems to be listening
him something.
So
out he comes.
What She
does
raises
the
saleswoman do?
one finger and
hard of hearing, he can
from the swer
is,
radio.
"A
Talk?
says, "Sh-h-h."
just
make
Not
Unless the
at
all.
man
is
out the music coming
Usually he asks, "What's that?"
radio that you can use in every
Her room in
an-
the
house."
What a need man at the
that fits in almost every home! Probably door never gets a chance to use the set in the living room. If the children aren't listening to some
the
87
"HALT!
88
bedtime
mentator.
he wants
to hear.
This
room.
He
one ever turns on the news which
woman
radio the
little
GOES THERE?"
mother-in-law tunes in on a gossip com-
story, his
No
WHO
can take
it
down
is
what
holding can be used in any
is
him when
into the cellar with
at his work bench. He and his bedroom when they want to listen program while the rest of the family
he wants to putter around wife can use to is
some
it
in their
particular
monopolizing the living-room
The saleswoman
set.
has only said one short sentence to sup-
port her demonstration, but
it
was a
tested sentence that
instantly showed the prospect how her product fit his need. Of course, it isn't often that you can make your demonstrator
do most of the work for you, but many
ing firms have worked proaches.
For example, one hosiery company do nothing but leave a folder on its
salespeople to
The saleswoman which
in this case says she
about the newest hosiery
tells
is
Will the prospect please read the folder? to deliver your free
of the stockings
Mrs. Jones,
The
we
kit
My name
have.
isn't that
the prospect first
"I'll
is
kit.
be back
to-
and show you some is
Smith.
You
are
right?"
But
knows
her.
now
she
knows her
When
is
all
and
to as\ for the folder
the prospect goes to get
saleswoman follows her into the house. demonstrated, and
prospect,
She has her sample case with her.
thing the saleswoman does
she left yesterday.
is
her firm
mending
next morning sees the saleswoman again back at
the prospect's home.
The
mending
instructs first call!
leaving a folder
styles
featuring and entitles the prospect to a free
morrow
direct-sell-
out excellent, carefully tested ap-
it,
the
After that, the kit
the styles of hosiery are displayed.
"HALT!
WHO
89
GOES THERE?"
YOUR PROSPECT
A FENCE
FIXING
IS
the house and see the farmer out in the fence.
Take
my
and go
advice,
You approach
to farmers.
Suppose you're selling shoes
see
fields,
working on a
him there. when he
called into the house, he'd be angry
If
he were
got there.
So don't hesitate to go up to a prospect wherever he is. When the lady of the house is at the back fence, talking with the
woman
next door, go over to her and you will
have two prospects. If
you're handling an automobile product, the best place
in the world to see a prospect
washing
his car.
Of
is
when he
you want
course,
a professional job!" or
"How
to
have a tested
"My, you're doing would you like to do my car
approach available, something like
when
in the yard,
is
you're through?" (but smile
this,
when you
ask this ques-
tion.)
A
successful nursery salesman has developed
which might be stands at
fitted to
your
line.
He
an approach
rings the bell
and
the door with a plain white card and pencil in
The conversation is like this: "Good morning. Will you please name of the owner of this property?"
his hand.
tell
me
the
"John Jones." "I see.
And
are
you Mrs. Jones?"
"Yes."
"Can you tell me what time Mr. Jones will be at home?" "Why do you want to know?" "I am introducing a new rosebush which my company has developed and I would like to tell him about it?"
90
"HALT!
WHO
GOES THERE?"
That assures her that the salesman has something important to discuss with her husband so she explains that he will be home at six o'clock. That evening, when the sales-
man
husband has been told about him and
returns, the
ready to hear about the
new
is
rosebush.
WORTH A LOT OF TALK
SILENT PARTNERS ARE
There are many variations of these plans. Often, it's a good idea to leave a descriptive card that promises a free instead of trying to
gift,
One concern furnishes
partners" talk eloquently
They
first
call.
that sells paper specialties, for example,
salespeople
its
anything on your
sell
with
gift
when
the salesperson has gone.
These
cards.
"silent
prospects about the free gift that the salesperson
tell
on
will bring
his next trip,
and mention some
features of
the leading products in the line.
you use these
If
of the prospect
nounce
it
right, if
name
your
is,
ing the next //
silent partners,
on your it's
first visit.
an odd name.
and pronounce
day—and
it
name
be sure to get the
Write
it
down.
Pro-
Tell the prospect
clearly.
If
what
you are return-
that's usually the best
plan—say
your company suggests a tested plan of approach,
try
so.
it.
ONE GOOD CUSTOMER DESERVES ANOTHER
Some
years ago, a successful salesman
went to a town where there was a big factory. He was selling a magazine for men, but the principle applies to the sale of anything.
He him
went
to the general
manager of the plant and offered if he could have permission
a free copy, then he asked
to talk to
some of the other men
in the plant.
The
boss
agreed that he could.
So that salesman went through that plant from end to
"HALT!
WHO
91
GOES THERE?"
His introduction was: "You probably have heard about this magazine for men. Mr. Boss knows I'm here, ." That so it's O.K. to stop work for a few minutes.
end.
.
.
than a hundred orders out of that one
salesman got more plant—all because he used a tested plan of approach. Now, I know that you can't often get a hundred leads from one man, but you can get one or two or three names from everyone to whom you sell. And here's an important
Even if you don't ma\e a sale, the prospect can often tell you of someone who will buy. I remember one day when I was stopped in the middle of a demonstration by the ringing of the telephone. The point,
woman came
back and
the house right away. time.
Meanwhile,
I
said,
"I'm sorry, but
You might
think you ought to
Roberson on Smith Avenue.
Tell her
me
I
have to leave
some other go over and see Mrs.
see
I
at
sent you."
end of your presentaMore than once, you'll come tion and be unable to close. You may never know why. to the
you have made a good job and the prospect likes you, he'll be looking for something to ease his conscience, especially if you have done some favor for him. Ask him, But
if
politely, if
he will give you the names of some of
who might
his friends
be interested.
Your firm may have recommendation cards which prove to one prospect that some friend gave her name. They will open many doors for you.
MY The
PET DIRECT-SELLING STORY
story of Blanche Green,
plan for getting leads, should be
Her method
and how she developed a
known by
of securing prospects paved the
all
salespeople.
way
for one of
the greatest careers in the history of direct selling.
92
"HALT!
Read
this story carefully;
When
it's
WHO
GOES THERE?"
going to be helpful.
she was twenty-seven years old, Blanche Green
to look for
had
work.
Untrained, with an invalid husband and other dependent relatives, she was desperate. She finally
made arrangements
New ton's
to sell Spencer corsets in Chatham, She arrived in Chatham on a rainy WashingBirthday. She had $13.00 and a lot of hope. People
York.
said she could never sell corsets at $8.00 each.
On her
February 23, 1912, Mrs. Green made her
first sale.
By
night, she
had
first call
and
By
the
sold ten corsets.
end of the week, she had earned $88.50. Anybody might sell one corset, or two, with a little luck. But how did she sell so many? The method was so simple that
no one, apparently, had
tried to make it work before From one customer she obtained the names of several friends who might be prospects. Today, all Spencer corset people—and many thousands of other direct sellers
her time,
—use
this
same technique.
But what happened to Mrs. Green? her to give up her selling and
By
The company asked
start to train
other salespeople.
was earning large commissions, but she work, and at a salary of about one fourth as
this time, she
gave up that large, started
Green had
her training job.
Within three
years,
Mrs.
built a sales force of five thousand representatives.
Step by step she advanced.
Today, Mrs. Blanche Green Corset
is
President of the Spencer
Company. USE THE HELPS
YOUR COMPANY
GIVES
YOU
Most firms in the direct-selling field have spent much money and effort in developing tested material for you. Always remember that the people at the home office want
"HALT!
WHO
you you
They ma\e money.
GOES THERE?"
to succeed. to
93
will
do everything
possible to help
So don't decide off-hand that you've got a better approach than the one they suggested. Try theirs. Test it thoroughly.
Then
take
my
sizzle
formula and add your
sizzles
to the standard presentation. If you're selling a
to
low-priced item,
worry about leads because
on the block anyway.
you'll
maybe you won't want
be calling at every house
But even then
it
that Mrs. Jones thinks Mrs. Foster will
pays to remember
want
to
buy what
you're offering.
In the medium- and high-priced extra
money
for
you
fast.
fields, leads
can
make
Suggest to Mrs. Smith, "I'm
going to be over on the other side of town next week. there anyone there
whom
you think
I
ought to
Is
see espe-
cially?"
Building a Sizzling Sales Talk
You
is
like building a house.
need the best advice that you can get from the people who ought to know most about it. will
You Have
to
Know
Can Ma\e a Stea\
Something about Coo\ing Before You
Sizzle.
Remember Mrs. Blanche Green!
12
MOST MULES AND ALL PEOPLE ARE FROM MISSOURI Maybe your groceries are maybe your dress
Prospects have to be shown. better;
maybe your
paint will last longer;
—but
line is prettier
prove
every
have to prove it. Be ready to you make with demonstrations, and a complete knowledge of your
you'll
statement
pictures, testimonials, line.
Kemember that certain reason. tives that
make
what you are selling for a might be a good idea to know the mo-
people buy
It
people buy:
Pride
Comfort
Beauty
Pleasure
Value
Gain
Service If you're selling
peach
trees,
in the lovely spring blossoms.
pick the peaches. the blossoms. getting back
money, and pect
was
course, the
He
the suburbanite
He may
is
interested
not even bother to
But the farmer doesn't care a hoot for wants to know how long before he starts
enough peaches
how good
so that
he can make some
the peaches will be.
interested in beauty;
more buying motives you can
entation, the better chance
you have 94
The
first
the second, in gain.
to
pros-
Of
get into one pres-
make
a sale.
PEOPLE ARE FROM MISSOURI
What many
salespeople forget
doubt your contentions.
They
95
This
is
is
that prospects sometimes
especially true of
take your statements with a grain of
salt,
women.
and
if
they
don't believe something you have said, your chances of getting the order have flown out of the window. must prove every buying motive you mention.
So you
THE CORSET SALESWOMAN AT WORK
The
enthusiastic
young woman
in the prospect's living room.
selling corsets
Let's listen in
was
sitting
on her presenta-
tion:
"My
corset develops poise
and an
erect
figure,
Mrs. because
Jones
it is
scientifically de-
signed to preserve the best of the natural figure.
lines
Just see these charts."
"Another thing about corset
is
that
it
this
gives lasting
because
satisfaction
all
the materials have
been rigidly this
tested.
Look
at
sample piece of rubber.
See this photograph of our laboratory. Look at modern equipment."
"You fits
see,
Mrs. Jones,
the waistline trimly
our
this
because of lace"
and
features.
works?"
its
special
"belt
Notice
"back front"
how
this
MOST MULES AND ALL
96
In each case, after making the claim, the saleswoman stopped to prove
She carried a piece of rubber with
it.
how
her to prove
was.
live the elastic
She showed photo-
graphs of the plant, the laboratory, the equipment.
had been any question about the
from the bank. In her prospects "were from
could have produced instantly a
\new
other words, she
If there
credit of the firm, she
that
letter
Missouri and wanted to be shown."
PROVE
WORTH MORE
IT'S
"Oh," says the prospect, "I can buy those shoes
Main
at the
money."
Street store for less
Now for
what ? I know some people who have been selling years and have never found a good answer to the price
The
them is that they won't study their products thoroughly enough to be able to prove value. Take the shoe salesman who has run up against the argument.
woman who town
at a
is
trouble with
positive that the
lower
He
price.
same shoes are
says, "That's interesting,
at the
As a matter of fact, I stopped Main Street store. They looked
that
was worried for
Jones.
I
a minute.
I
"But you
that you're a pretty see,
so
much
blame
as these.
I
shrewd observer.
Mrs. Jones, while the shoes loo\ alike,
of sole leather, for instance,
.
.
Take
this
matter
."
line you're selling, the chances are that over
and over you
will
meet
pect can always get it's
like these
certainly don't
there's really a great difference in quality.
Whatever
Mrs.
in to see the shoes
you for thinking they were the same quality
must admit
available in
a man's shirt or
it
this
argument of
price.
cheaper from someone
suit,
The
else,
pros-
whether
or a fire extinguisher or a can of
PEOPLE ARE FROM MISSOURI
97
Very
beans or a brush or a house dress. pect
is
You may
partly right.
often, the pros-
bring her the best vacuum
make
cleaner that anyone could possibly
can get a a big
still
city,
she can probably pick
up a
She
at $59.50.
And
cheaper one at $39.50.
She
for $79.50.
can always get a cheaper one, not so good,
she lives in
if
rebuilt cleaner for
$19.50!
The thing you must remember prospect gets
what he pays for.
for handling people '
1.
Agree.
who
Smile.
is
that in every case the
So here's the Sizzle Formula
can "get
it
cheaper":
Yes, you understand that there are
cheaper qualities of your product at lower prices.
While you re not acquainted with the particular brand he mentions, you believe that it's probably worth what they're asking for it.
2. Go on we buy the
with your presentation.
"You
see,
Mr. Jones,
very best quality, because our business
is
based
upon repeat orders and recommendations from our regular
We simply
customers.
You
see
why we
couldn't take a chance with quality.
—you
have to have the best
don't take a
chance with us!"
HOW ABOUT
THE MAIL ORDER CATALOGS?
town is having a sale, you ought to know young woman saved herself some heartaches by watching what the stores were doing. She hapIf a store in
about
it.
An
pened to be
alert
selling a kitchen utensil for $1.00.
ing in a large Western
city,
she went
that one of the stores
was
selling
for 59 cents.
using
it
Before
downtown and found
an item much
She inquired and found that the
as a "loss leader" for a
start-
two week's
like hers
store
sale to
was
bring
MOST MULES AND ALL
98
women by the
price of $1.00
was being maintained
stores.
You ought
to
Do
product.
What
So she went to the next
into the bargain basement.
town where the regular
know
about the price situation on your
all
the mail order houses handle your line?
How
are their prices?
does their quality compare
with yours?
Don't attempt to slam the mail order houses; they have too
many
friends in too
Take some one
many
places.
particular advantage that your product
may have over the mail order companies', and feature that. It may be only the imitation pearl buttons on the shirts you are
—but there must be some feature that you can
selling
You have
talk about.
good
only a catalog to
against,
sell
and a
salesperson can surely outsell a catalog!
"HERE ARE SOME LIKE THEM FOR ONLY 89 CENTS"
Women this
selling silk stockings frequently
run up against
mail order price objection and have to prove the quality
Sometimes, as they finish their
of their stockings. story,
they get an answer like
just like
yours for only 89 cents.
The same
rule applies.
grades of
silk
"Why,
tell
But, of course, there are
on the market.
my
my
In is
chiffon stock-
used.
It's
almost
at a glance the quality of silk used in
hosiery, but naturally I
serve
sales
can get some
See here in the catalog!"
ings, for example, only the best grade
impossible to
I
"These stockings in the catalog
good buy.
certainly look like a
many
this,
know about it in order to You and I know that you can get
have to
customers best.
stockings for almost any price you
you get what you pay
for.
want
Why take
to pay,
a chance
and usually
on stockings
PEOPLE ARE FROM MISSOURI
99
may run after you have worn them only a few when you can get these quality stockings for only
times,
that
a
few
pennies more."
One
"Yes," he says,
shoe salesman has an unusual twist.
"that catalog article looks like a
order houses
good buy.
good
specialize in just
Doesn't
shoes.
seem
it
you that a firm that has been in business one item, should learn
have, selling only facture that
But the mail
thousands and thousands of items.
sell
as
logical to
long
secrets of
as
eye-glasses, didn't
you go
to
we
manu-
no general firm could possibly learn?
you bought your
We
When
an eye doctor
—a man who specialized, rather than a general practitioner ?" HOW
THE COOKING UTENSIL COMPANIES PROVE VALUE
Suppose you're selling cooking to prove that the items
you are
utensils.
selling will
Your problem
is
be helpful to the
—helpful enough so that she will be dissatisfied with
prospect
the utensils she
now has. What
are the motives
you can ap-
peal to?
—because
Pride
your utensils will enable the prospect to
prepare better-tasting, better-looking food.
—because
Value
food cooked your way promotes better
health.
—because better food means doctors' Pleasure—because meals will be enjoyed more by the men Gain
less
bills.
folk.
Beauty are
—because
made
to be easily
—because
Service
all
your utensils are made to match, and
and quickly cleaned.
only the finest materials were used in
their manufacture, assuring durability for a period of years.
U*
MOST MULES AND ALL
100
Comfort
—because
they save time and labor.
Perhaps you have arranged with the prospect to give a demonstration by cooking a complete meal for her and several of her friends.
You
two hours before the and lay out everything so that you can work arrive about
guests are due,
When
quickly.
the guests arrive, have your hostess introduce you to them.
Then
Point out the advantages of your utensils to them. invite
them
keep the
essential minerals
is
as delicious as
they were doing
it,
One
between his
Tell
them
that
how
you hope the
should be, but imply that
it
if
would be even better. odors, and pass the pans and pots
the food
Point out the lack of
around.
utensils
and vitamins in the food,
they save time and labor.
cooking
and show how the
into the kitchen
salesman
I
know
special cookers
dramatizes the difference
and the ordinary method by
down the sink and serving the what happens when the water is boiled
pouring the coffee
grounds.
"That's
off
peas and beans," he says.
When
it
come
to
"The
best part
is
wasted."
money, point out that every time a
prospect uses the telephone or gets into her car,
it
money.
But when she uses your pots and pans she
money.
By
to
costs is
if
her
saving
that time, they will be asking questions,
you have the information ready to answer them Similarly,
your
and
—with proof.
you're selling dresses, while you don't have
go through such a long demonstration, you do have
prove the value.
Suggest
how
nice the dress
to
would look on
Use a few perfumed words in your presentabut not too many. "Blue is certainly your color, and
the prospect. tion,
the model you are looking at
you."
Or, "I see that you're a
would certainly be lovely on good judge of quality. That
particular piece of cloth will give
you excellent
service."
PEOPLE ARE FROM MISSOURI
MAY
RUTS
When you
BE FINE FOR
each prospect
is
I
Do Do
it
know
that
talk,
it's
day
after day, you're
hard to remember that
hearing your talk for the
can avoid having
Does
AUTOS BUT THEY'RE BAD FOR YOU
go through the same
apt to get in a rut.
from time
101
first
time.
You
sound "canned" by asking questions
it
to time.
sound
interesting as far as you've
your terms
fit
gone?
Which does she
these colors appeal to her?
li\e best?
her poc\etbool(?
Does she agree that the
best time to
buy
is
now ?
Phrase your questions right and you'll get the answers you want. But when you don't, or when you see signs of doubt, stop
and prove that what you're saying
prospects will question the
when you need some
same
special proof,
your talk and avoid getting into a
The
best proof
is
something, prove
demonstration. it
by
pictures,
is
a fact.
points, but
Not
you will keep changing rut. If
you
can't demonstrate
argument,
letters,
photos.
But be ready to prove everything you say to a prospect!
When
the prospect's eyes say, "Oh, yeah?". Stop your tal\
and prove your statement.
A Powerful
Word Is
all
by stopping
the Word, "Because—.
13
YOU CAN'T
SELL SHOES
TO A LEGLESS MAN
Three main types of objections that arise during your Your product must fit a need. How to handle the interview so that you keep control of the situation. The best presentation is the one that gets the order demonstration.
fastest.
OU RE SEATED IN THE LIVING ROOM WITH YOUR TALK WELL under way. Your prospect seems interested. Everything I
seems to be going well.
Suddenly the dubious look in
eyes warns you that he isn't going along with you. leans back
and
says
one of these three things:
"1 don't believe your product will do all
"What you offer may
you claim for
it."
fine, but I have no use for
it!'
be very
"1 can buy something just as
Of
of these
good
for less
he won't use those words, but
attempt to slide by or around an objection. will leave a doubt in his terfere
money/'
what he Experience will show you which is the commonest three objections, but you have to meet it. Never
course,
means.
his
He
with your
mind
that's
If
that will bother
you do, you
him and
in-
sale.
Suppose you're selling a dishwasher and have made some claims for
it
which the prospect 102
doesn't accept; claims
which
YOU CANT
TO A LEGLESS MAN
SELL SHOES
You have
she thinks are too startling.
103
example,
stated, for
that your dishwasher will clean her dishes in half the usual
which
time, leaving her with a long evening in
the movies or to play bridge.
"You mean
that
I
dishwasher
Your
is
dishes
done in half
and
to rephrase her question
say something like
Suppose
Mrs. Jones.
my
Or, "I don't believe that this
that good."
is
best bet
You might
go to
She interrupts:
can actually get
an hour instead of an hour?"
to
this, "Let's
put
clarify
way,
this
it
were to demonstrate that
I
it.
this dish-
washer will wash your dishes cleaner and in half the time that say,
it
now
Then you'd
takes.
agree that
it's
as
good
as I
wouldn't you?"
She must answer, "Yes." to present
your proof.
And
You need
in her mind.
That opens the way for you that proof must leave no doubt
statements
with about the same problems
from
—definite
ported where possible by photographs and
machine
is
good
as
as
you
say.
women
like her,
statements, supletters,
If possible,
that your
have names of
people she knows, but in any case, you must have enough
such testimonials to convince her. NEVER, NEVER ARGUE WITH THE PROSPECT It
doesn't pay, under
any circumstances, to get into an
argument with your prospect. but lose the
Remember enthusiastic
You may win
the argument,
sale.
—
that
you are naturally and understandably
at least, if
you have taken
my advice about
sell-
ing the products that appeal to you, you will be enthusiastic.
Don't
let
your enthusiasm run away with you.
If
the pros-
pect doesn't agree with something, don't try to prove
repeating your statement.
it
by
w
YOU CANT
104
A
made
paint salesman
the statement, in dealing with
"this paint
his prospects, that
Long
paint by a full year."
point,
and
that
most
would
see if the prospect
accept
Usually,
it.
say,
know
"I
After
that doesn't
sound reasonable to you.
man, and you know much the same constit-
you're an intelligent
all,
that most paints have pretty uents.
That's right.
"But, in addition to into a
good
all
the usual things that go
paint, ours has a secret
formula calling
for the addition of a certain chemical it
him
experience told
Therefore, instead of going on, the salesman
didn't.
would
any ordinary
outlast
will
So he would hesitate at this
people didn't believe him.
he
TO A LEGLESS MAN
SELL SHOES
adhere more closely to the
home.
What
important.
wood
you what
can't tell
I
it
which helps
surface of your
is,
but that
isn't
what
this paint
Jones, just read this letter
from Mr.
important
is
is
did for other people.
"Now, Mr.
He
Armstrong.
he always had to
says that
re-
paint his house every four years until he used
—and
our paint other
His house
not quite as
need
Here's an-
from a man you may know, Mr.
letter
Butcher.
ours lasted six years.
is
attractive.
to repaint after his
white, just like yours, but
Notice that he didn't really
house had gone a
full year
longer than usual with a coat of our fine paint.
And
here are more
YOU CAN'T In order to less
man
sell
doesn't
letters.
SELL SHOES
." .
.
TO A LEGLESS MAN
anything, you have to
need
shoes.
fit
a need.
Women who
A
leg-
send their
YOU CANT
TO A LEGLESS MAN
SELL SHOES
laundry out don't care People
is.
who
how good
105
your washing machine
can't read are not prospects for your books.
In other words, the prospect must have the need for your
Sometimes that need
product before he will buy.
may
sometimes you
ent,
For
is
appar-
have to prove the need.
instance, the salesman for a roof coating material
He
looks at the garage roof before he enters the house. sees that the roof is in a
something
like this:
"Mr. Jones,
have taken the liberty of looking
I
While
your garage roof. soon, unless
"You
may not leak
you take immediate
see, if
dollars.
it
first-class
But
ing won't save
if
it,
it
action,
you can
shape by spending only a
you
let it
and
you'll
with me,
Smith Roof-
go, even
have a mighty ex-
pensive repair job on your hands. take a look at
at
yet, it will
taken care of at once.
it is
put that roof in
few
His presentation goes
bad way.
I'll
If
you want
to
show you what
I
mean."
Of
man
course,
to
if the'
prospect actually goes out with the sales-
examine the
roof, the sale
is
usually made.
If not,
the salesman goes on:
"Well,
would
I
suppose a
new
cost about $200.00.
anteed roofing job will save
now
roof for that garage
You can
get a guar-
That
for about $80.00.
you $120.00, which
is
a lot of
money
to
save these days."
Usually the owner knows that he needs a
he doesn't surrender so
easily.
He's cagey.
but a neighbor will fix that roof for
me
new
He
roof, but
says,
for $50.00."
"Yes,
YOU CAN'T
106
TO A LEGLESS MAN
SELL SHOES
A DRAMATIC DEMONSTRATION DOES THE TRICK The salesman remarks materials that
money
save
that, of course, there are roofing
and suggests that
for less
sell
run because
in the long
when
the weather gets cold or melt
his roofing will
won't crack
it
when
He
the sun gets hot.
asks for a glass of water and produces a sample of his coat-
ing on
Then he
tin.
match and
lights a
"I'm going to hold the match to coating so hot that it
a lot hotter than
as
this
it,
it
hold
that.
it.
Now
this
sample and get the
Then I'm going
to
notice that while
I
will ever get in the sun,
Smith Roofing
That's because
was.
it
can't
Like
in the water.
cooled
I
explains:
and genuine Canadian
still
is
we
I call
elastic
it
gum
with asphalt That's what
proof.
example of
Let's take another
A
kind of objection. to
and
use the most expensive
into a perfect, seamless, waterproof covering."
it
and suddenly
as pliable
asbestos fibre to bind
drop got
run up against
it
this I-have-no-need-for-it
salesman selling men's clothes used
Too many
frequently.
to feel that they could get along awhile
old clothes.
immediate
He
found that these arguments helped make
sales:
1.
"The
2.
"We
price
any more of
is
closet
to
wear your new suit now, it hanging in the
be nice to have
when you want
"You're
When
it
this fine cloth after
gone."
"You don't have
but wouldn't
4.
going up."
is
can't get
the present stock 3.
prospects liked
with their present
used
to
it?
It is
good
wise to be ready."
clothes,
Mr.
Jones.
Mrs. Jones dresses up, you want her to be
proud of the way you look, don't you?"
YOU CAN'T
TO A LEGLESS MAN
SELL SHOES
107
HANDLING THE ETERNAL PRICE OBJECTION
make any
doesn't
It
difference
what you
are selling,
will find that a lot of people think the price
You must
treat the objection sincerely.
Too
you
too high.
is
often, in the
middle of your demonstration, your prospect wants to
ask,
"How much?" I
have tried two different ways of handling
The
work.
first
way
is
to say,
and both
this,
"I'm coming to that," and
keep right on with your demonstration.
The
theory
is
way you can build up the value in the prospect's The second method is to stop and let her ask, "How much?" Then you may have to sell her on the price and that in this
mind.
get back to your story.
Some salespeople use one method, some
you will depend partly on you and
will be the better for
on your
partly
gives
you the
prospect.
Try both methods and
But sooner or
later
which
you are coming face to face with the
and the prospect
thing
just as
good for
will tell less
you that he can buy some-
money.
The
best sizzle
understand that cheaper yarns are available.
has been in business twenty-five years, and lots
see
best results.
price
I
Which
the other.
is,
"Yes,
Our firm
we have
seen
come and go. You remember what Abe You can't fool all the people all the time. yarns may loo\ as good, but they can't possibly
of pricecutters
Lincoln Inferior
wear
as
said,
well.
If
you pay cheap
prices,
you get cheap
goods."
You must show your prospects that the adowning your product are greater than the value of the money you are asking them to spend. A wide-awake book salesman found this price objection The
rule
vantages of
is:
YOU CANT
SELL SHOES
TO A LEGLESS MAN
he figured out an answer.
Here's about the
108 serious until
way
it
went:
"Mrs. Jones,
I
have here an interesting report prepared
by the Harvard Business School.
men
proves that the
It
who graduated in the upper third of their classes made much greater successes of their lives than men in the lower two-thirds. You can see for yourself what that means. In money alone, men in the upper third made $2,000.00 a year more, on the average, than those in the lower groups.
"Think what you? help
that difference will
You want him
he grows up.
mean
to
William when
to be in that top group, don't
Well, our books are exactly what he needs
him
"With
these books,
to
William will have information
at his
have to get slowly over
many
fingertips that others will
We
years.
now
to get the habit of being at the top.
have found that in
many
cases, students
with
our books are able to graduate a year sooner than others. Probably you will find, these books will enable
means
much
that he has a
cessful sooner
many
as so
William
others have found, that
That chance of becoming sucSurely you want to help
to get better grades.
better
than the average.
William make more money later?"
ENTER THE DOCTOR If sale, life
call
do
Doctors give advice on almost every phase of
so.
today.
says,
on medical testimony
you can
For
instance, the
"I'm not selling
health.
The
the people
just pots
celebrated Dr.
who come
to his
to help bolster
your
aluminum
utensil salesperson
and pans.
I'm selling better
Mayo
says that 85 per cent of
world-famous
are there because of disease resulting
clinic
each year
from improperly
pre-
YOU CANT
SELL SHOES
TO A LEGLESS MAN
With our
pared foods.
utensils,
109
your foods can be better
prepared."
This same argument can be used for food products, of Variations can be used on many products. The
course.
shoe salesman, for example, says, "Doctors agree that
many
children suffer colds in the winter because their shoes are
not sufficiently waterproof."
The
insulating material dealer
"You can ask your doctor, Mr. Jones, about keeping summer and warm in winter. He'll
says,
your house cool in
you that the body benefits considerably when it is kept a fairly even temperature." The rug saleswoman says,
tell
at
"Your
scatter rugs are lovely, Mrs. Jones, but doctors tell us that the cold floor space between your rugs lets in a
amount
certain
a
warm
floor
of draft that's bad for us. Our rugs give where the baby can play all winter long."
"YOU'D SPEND I
don't
Sentence
LITTLE
Is that
up
she ran
would first qualify you like this, and I price.
WOULDN'T YOU?"
Once assured
right?"
years ago, I
my
"Well, Mr. Jones,
believe that your only objection
be overambitious and
ters in
LOT,
against the price objection, she
as follows,
it
continue, "I'm going to
"Some
TO SAVE A
know whether you can use this Tested Selling or not, but I know one saleswoman whom it served
When
well.
A
business.
it
tell
cost
that
it
found that
can see that of
was, she would
a story about me.
me
I is
I
used to
a lot of money. I
had
So, because I
to write a lot of let-
was ambitious,
I
wrote
them long-hand. One day a typewriter salesman came in and proceeded to sell me a typewriter. I used to do about ten long-hand letters an evening, and be
have no evenings
man
off.
So
I listened to
and bought a machine.
worn out— and
the typewriter sales-
"0
YOU CANT
"Since then,
time
I
my
typewriter twice over, and
want
thing to spend a
The
I still
save at least
week.
"I've paid for
use whenever
MAN
many letters, make them much faster. Figuring my
even 50 cents an evening hour,
at
dollars a
LEGLESS
can do twice as
I
look infinitely better, and work
two
TO A
SELL SHOES
See what
it.
mean?
I
it's
It's
mine
to
a sensible
to save a lot"
little
utensil salesman says, "In the
my
average home,
system will save two to four cents per person per meal.
That means that in your family about three
The
you'll
this will
have
pay for
itself
Figure that your fuel
and you
The
will see
shirt
lasts
how
Shirt should give
bill will
long?
Six
the
itself."
Your average shirt The Walker nine months. That
says, "Let's see.
how
is
be cut 10 per cent,
rapidly this insulation pays for
salesman
about
in
for years to come."
it
insulating salesman says, "But your only cost
first cost.
now
months—and
months?
you excellent wear for
means 50 per cent more wear. You can see that this shirt will return you a handsome profit on your investment." THE NURSERY SALESMAN HANDLES PRICE In several popular direct-selling products, such as nursery stock, there
appeal.
is
normally no dollars-and-cents moneymaking
For such products your appeal must, of course, be
different.
One good
salesman doesn't attempt to discuss price during
his demonstration.
He
says, if asked,
introductory offer that's marvelous. ute."
up
Then, when he
price, I'd like to
we have
a special
gets to price,
know
just
"We
I'll
he
have a special
get to says,
what you could
bonus arrangement.
need $10.00 worth of bushes and
trees,
it
in a min-
"Before
I
take
use, because
For
instance,
and
will enter your
if
you
YOU CAN'T
TO A LEGLESS MAN
SELL SHOES
111
order right now, before the season gets under way, offer
you
as
runs $15.00,
Even
much 1
10 per cent bonus.
as a
if
I
can
your order
can give you our wholesale price."
then, the prospect
may
feel that the price is too
Here's his answer: "Mr. Jones, you have a beautiful
high.
home
here.
probably cost you about $8,000.00.
It
Now,
you're a pretty shrewd buyer.
bery to beautify an $8,000.00 house is
Or,
Remember
it?
If not,
$50.00 worth of shrub-
isn't so
much
to spend,
that your shrubbery will also increase
want
the value of your house in years to come, in case you to sell."
Sometimes the price objection takes a new turn. prospect can get shrubs cheaper from another firm.
salesman licks this objection to a frazzle: "Mr. Jones,
wanted
to sell inferior,
we
roots,
could cut the
you mentioned.
we
But
you don't want to buy system on our
Or
lilacs.
another nursery
.
pay.
may
all
sell
this
maple
than that
to sell such stuff
and
trees at one-third less
salesman quotes. tree for almost
But, Mr. Jones, the
you by
less
scrawny
."
maple
"Yes," he
any price you
tree that
you buy
I'm asking $5.00 more than the
for fifty years.
price given
want
thin,
Notice the strong, healthy root
"you can get a maple
want to is good for
don't
it. .
than the prices which agrees,
weak bushes with price way down to
The The if we
this other
company.
That means
that
the additional strength and beauty our tree has to
offer you're
going to pay only 10 cents a year"
TALK "QUALITY"
When
IN
you want to make
THE PROSPECT'S LANGUAGE clear that
your product
in quality, use terms that your prospect can grasp. selling shoes to a farmer,
remind him that
his
is
"tops"
If you're
cows are
YOU CAN'T
Ill
SELL SHOES
TO A LEGLESS MAN
Holstein or Guernsey or Jerseys, not scrub.
In the egg-raising
better value.
that
in
He
bought
bet-
cows and paid the higher price because they gave him
ter
Rhode
that standard
is
and
refer to
her
Tell
that
it is
Learn what
proud.
fine products,
its
familiar with the most
is
the favorite chicken
it.
Similarly, every trade has
products.
is
money
Every part of the country has some
—some standard—of which
woman
he's putting his
Island Reds (or whatever
in that community.)
product
your prospect
districts, tell
when he buys your product
when
and every
famous advertised quality she
your vacuum
buys
cleaner, she's buying an article that stands out like a Packard
movie, or a blue-white diamond.
car, or a five-star
homely terms
so that she instantly understands.
Use
But have
your quality comparison prepared before the price objection
comes up, then
you'll
be ready for her.
WATCH OUT FOR DETOURS This
is
detours.
Don't this
let
a good place to put in a word of warning about Your prospect wants to talk about something else. him get the upper hand. You're the driver of
omnibus.
Don't
let
your prospect leaps in surprise.
off the road.
I
remember,
instance,
liked your product,
"Mr. Graham?" he
"I thought his daughter
course, she was.
For
the passengers steer.
when you mention how Mr. Graham
last
was
week.
sick. .
.
."
asks,
Why, of Let him
moment, and when he stops, break in quickly, "That's interesting Mr. Jones. But now let's take a look at some of these other letters." Or else he says, "Why, I paid only 89 cents for these socks ." Haul him back. "That and the saleswoman said. talk for a
.
.
YOU CANT
SELL SHOES
was a good buy, Mr. to
tell
TO A LEGLESS MAN That reminds
Jones.
me
my
You know, he
wanted
your husband
is just
to save a lot.
the kind of
That's
.
"Mrs. Brown,
back on the road with you.
why
George
.
I
."
Get her
believe that
man who would spend a many people are buy-
so
..."
A
sales
demonstration
is
li\e
a ride in the car.
You'll
have some bumps in the form of objections, and you'll have some short detours. But \eep control and handle the job properly and you'll reach your goal the sale safely!
—
In Driving and in Selling
is
sends his bathrobe
to the laundry with his socks in the pockets.
ing.
I
to talk about her husband.
husband would never pay that much.
such an economical man.
little
that
you about our terms."
Sometimes the prospect wants
"Oh,
113
Loo\ Out
—
for
Red
Lights.
14
SEVEN TIMES
IS
MANY TO ASK
NOT TOO FOR THE ORDER
Low-pressure closings are easier than high-pressure. Using suggestion to get the right answers. Wheelerpoint
Number
4 appears again.
Uo
YOU REMEMBER THE STORY OF ROBERT BRUCE, OF Scotland? As I recall it, he had tried six times to get the throne of Scotland, and six times he had
lost.
Seeking
shel-
an old barn, he observed a spider trying to bridge a gap to make a web. Six times the spider tried and failed. Then, on the seventh attempt, he succeeded. So Robert ter in
Bruce went out, made one more big attempt, and also succeeded. Just because you've tried to get the order six times
and
One
suc-
failed doesn't cessful
mean
you're licked.
saleswoman that
sure her prospect
I
know
means no
until
Try tells it
again.
it
me
that she's never
has been repeated six
times.
High-pressure selling rushes the prospect up the close in a whirlwind of words, forces a pen in his hand, and practically
compels the poor prospect to sign.
salesperson gets the order
and
runs.
114
The
high-pressure
MANY TO ASK
FOR THE ORDER
115
Low-pressure selling helps prospects
fit
The
their needs.
Get the prospect to agree on some
point
secret
is,
Then
she won't have to decide abruptly on the big point,
little
first.
including the signing of the contract.
We're not
interested in high-pressure salespeople because
they have pretty well disappeared from the picture. let's
take a few low-pressure salespeople at
work and
But
see
how
they operate.
A woman The
selling dresses has finished her presentation.
But
prospect wants one of the styles that cost $4.95.
little
new
Oscar needs a
farm
Besides, afraid.
.
.
have
prices
and
suit
Bessie has to get shoes.
been
not
good.
No,
she's
.
The saleswoman
sees the look in
asks her to decide about Jones," she says, "this style
and the gray. don't you?"
I
her prospect's eyes, and
some little point. "Now, Mrs. comes in two colors, the black
think the black would be more servicable,
She comes back to the
dress.
Yes, she likes
the black.
"Now, about
You wear
size.
no, she wears a 16.
Does she
about a 12?"
"All right," the saleswoman says, starting to order form.
"What would be
How
livered?
but
she'll
This dress
is
?
fill
in her
the best time to have
about Thursday morning?"
going to be home.
Goodness,
really look that small
She's going to
it
No, she
Aunt Martha's
de-
isn't
for lunch,
be in Friday. a sample of
by getting
suming the
how
decisions
on
woman
a a
few
got the order for a
little
things and by as-
rest.
You must supply the action. the prospect to come along.
You must make
Suppose you're selling handbags.
it
easy for
Your order form
is
on
SEVEN TIMES
116
You
the table.
and brown
a hat
bag
pull
it
over and ask, "As long as you have
shoes, you'll probably prefer the
to the blue, isn't that right, Mrs. Jones?"
remember
NOT TOO
IS
that she hasn't
made up her mind
got a lot of things to do with that money.
brown
Now,
then,
to buy.
She's
But, of course,
You've only asked about the
you're not asking her to buy. color so she's safe in agreeing.
Now you go along with your questions. in
two
Do
sizes.
She
size?"
you
feels that
"This bag comes
like the large better it
would be
than the small
better to have the small
one.
"Let me see," you continue. "Your initials are what?" Meanwhile you keep writing her answers down on your pad. Finish your questions and you have the order
all
made
out.
PEOPLE DON'T LIKE TO SIGN
Right here
So
signing. there,
I
name on
"Let
me
Similarly,
and
more
selling.
cents.
Do
you
it
when
orders
"cents."
Right there,
the order.
see.
if
on
it
"Put your name right
Or, "The
put the X."
Just put
course.
you never to ask a prospect to
There's something legal and serious about
just ask a person to,
where
your
get
me warn
let
sign anything.
spell
your
this order as
have
office likes to if
you
Or,
please."
name with a J?" Of an OK, will you ?"
comes to the question of money,
you'll
you drop the dangerous words, "dollars"
These words are seldom used in any kind of
The price of something is two ten, not $2 and 10 vacuum cleaner at seventy-nine fifty isn't nearly
A
so expensive as
one selling
at seventy-nine dollars
and
fifty
cents.
On the same basis, if your prospect has a checking account, get
him
to
draw
a check instead of giving you his hard-
MANY TO ASK
FOR THE ORDER
117
A friend of mine, collecting for the Red Cross,
earned cash.
much as the next highest man in his group, because everyone else tried to get one or two dollars in collected twice as
cash, while
he asked for a check for
players will
tell
five dollars. Poker you that they play a much smarter game with chips than with money.
HOW At
BIG
AN ORDER SHOULD YOU TRY FOR
a sales meeting recently, one of the
big an order he ought to ask for.
what you expect
I
men
told him,
asked
how
"About twice
to get."
If you're selling
nursery stock, suggest that about two
dozen bushes and a dozen of those lovely apple trees would be about right. Or would he prefer six apple trees and six
The prospect adds rapidly, gulps, and finds that he can afford just about half of the plantings you recommend. But if you suggested an order half the size of the one
pear?
recommended, he might still want to cut it in half. Sometimes you have to collect a deposit. The one tested method of collecting a deposit is to mention it casually in your presentation, long before you get to the close. Then, by the time you come to the end of your presentation, your prospect
knows you
your order you'll let
is
me
are going to ask for
signed,
you
start to
money.
pack and
have that deposit of three
fifty.
So, when "Now, if
say, .
.
."
If
you
pause and smile, your customer will usually go and get You've got to show that, of course, you've expected it
it.
all
the time.
AFTER THE BALL I I
know
IS
O-O-O-VER
that not all salespeople will agree with
always change the subject as soon as the
sale
is
me, but
made.
I
SEVEN TIMES
118
know
that
the sale
some good companies favor
Maybe
completed.
is
some types of people where always found such a close as
"Thank day
I
was
just
someone
customer's dropped in and
in at this minute, so
Here 1.
are
some
we have
this
rug (or that
you had
I
One
guess not.
when
a friend of
it?
my
found that she wanted some
I
I
be on
guess
my
no one
else is
coming
way."
variations I like:
our business
settled, I
Now
wanted to ask you about
How
chair, or drapes, or dog).
The
reason
new rug myself and might not wear 2.
be more than
you'll
"There's your receipt, Mrs. Jones, and thank you.
that
it
I'll
some products or
necessary, but I have
door?
like this
Well,
of these stockings too.
know
I
at the
packing up
is
this effective:
you, Mrs. Jones,
Is that
pleased.
a reselling job after
there are
that
NOT TOO
IS
"Thank you
I
I
ask
is
long have
that I'm looking for a
think this one's a beauty.
I
was
afraid
especially well."
for this order,
Mr. Smith.
Now
I
want
Would you give me the names of who might be interested in a machine
to ask a favor of you.
some of your
friends
like yours?
You
and
I'd appreciate
see,
I'm rather a stranger around here,
any help you can give me."
"The deposit is only two fifty. That's right. Thanks very much. You are going to get a lot of pleasure and happiness from your small investment. And speaking of pleasure reminds me of a movie I saw last night down at the 3.
State.
I
wouldn't miss
it if I
were you.
It is
very enjoy-
able."
THE LADY
Sometimes you
WHO WONT
SIGN
will talk to a customer
who
is
willing to buy, but simply will not sign anything.
perfectly
Thirty
MANY TO ASK
FOR THE ORDER
119
ago his father signed some small type which he
years
thought would give him a half interest in a gold mine.
As
turned out he had bought a piece of worthless property
it
on which he had
One good way
pay taxes for the
to
of handling this
with which the prospect
is
rest of his life.
to bring in
something
familiar: "Mr. Jones,
you some-
is
times buy from the mail order houses, don't you?
when you
any hesitation it,
and send payment
Now,
seen.
worrying
for
something you have never actually
of course, the reason you can do this without
\now that the big mail order houses You feel that you can absolutely rely right. With us, we don't ask you to
because you
is
are perfectly honest.
on them, and you're pay in advance.
We
haven't seen.
we
was
And
money in advance. You don't have whatever. You make out your order, sign
do, you send
All
buy anything you
don't ask you to
ask
is
you prove
that
showed you
to
my
office that
and you accepted our offer. When you put your name on here you are not obligated to one single thing beyond what we talked about. We're not as big as the huge mail order houses, but we're I
really here,
this,
just as honest."
Here's another suggestion,
"You know, Mrs. Smith, some
my
customers resent putting their names on the orders, because they know that they're perfectly honest. But really of
it isn't
a question of your honesty at
our company asks us to get your sure that
I
tection for
have
all
you—so
and
You
I
know
see,
I
name on
Just
put your
name
I like best:
between
the order to
of the specifications right.
Here's the method
Mrs. Jones.
all.
make
a prohere for me, will you ?"
"Well,
I
It is
don't blame you,
don't like to sign things myself.
that a verbal agreement
my company makes
us,
is
But you
not very businesslike.
certain promises to you.
You
SEVEN TIMES
120 will
want
For instance,
keep a copy of these promises.
to
you will want in writing the exact items you date of delivery, and, of course, you will tee that
we
we
selected, the
want our guaran-
will replace anything not completely satisfactory.
So you can if
NOT TOO
IS
see that
it
will be helpful both to
you and
to us
put this in writing."
TWELVE ITEMS DON'T TAKE TWELVE CLOSES Suppose you happen to be selling a
You
dozen
can't ease a prospect into a
worn
line of a
dozen
closes.
items.
You'd be
out half-way through your order.
Select your leader
Use your
and
try to close
best selling item, especially
an order
as a starter.
where you have some-
thing with a broad appeal at a low price.
Then, when the
prospect has agreed to take that, select another item and
about
For
it.
brush.
I'll
meanwhile,
make I
tell
instance, "Yes, you'll like that little steel
a note of that (on the order form), but
wish you'd look ..."
at this
new
shoe brush.
Just
feel these bristles.
Make one able pause.
item lead right to the next without an appreci"Before
I
forget, I
brushes are going up in price.
dozen family.
or
now
want I
to
mention that tooth-
suggest you get a half
in various colors for various
How
members
of the
about two each of the red, green, and blue,
would you want more of the blue?" stores have found that the man who buys a 15
Tobacco
smoking tobacco is a fine prospect for a dollar pouch and a $3.75 pipe and a $6.00 humidor. The psychology is the same as in your case. Ma\e your little sales cent can of
lead on to bigger ones by use of proper suggestions.
MANY TO ASK
FOR THE ORDER
DOWN THE ORDER
NAIL It is necessary,
121
when
selling
more than one
make
over the entire order and
item, to
go
sure that your customer
understands exactly what he has bought and on what terms.
For
instance, "Let's
run through
this together,
The
Here's your copy of the order. factory; the other carbon .
Run through
."
.
the
and
totals,
the whole
list,
checking the price and
assuming that the prospect
tactfully
Jones.
You're going to get one.
keep.
I
Mr.
original goes to the
realizes
that he has signed a definite order.
Then change If
tant,
you are it's
a
"You'll see
me
again,
is
impor-
fact
on the prospect
Mr.
Jones, because I
that once you have started to use our products, you'll
want more of them
soon.
regular customers, and of mine.
The
I
all
Most of of
my
my business
secret of successful selling
finds
what
ful
will be to
is
is
going to buy,
act confident.
You assume
Try
this
relationship."
to take the attitude that just as
a marvelous line you are selling
him.
comes from
customers are real friends
hope we have a long and pleasant
of course your prospect
it
where repeat business
good idea to impress that
before you go.
know
the subject and leave.
selling a line
that
he
soon
as
he
and how helpand you
will buy,
formula, and see for yourself
how
many more orders you get. One thing more must be which.
your
If
emphasized: Don't as\ ij—as\ you will everlastingly keep that in your mind,
sales will
go up.
buy?"
Don't even
mind.
Of
Never ask
let that
yourself, "Is
question
course he's going to buy!
know is: Does he prefer the
come
he going to
into your
own
What you want
to
red one to the green, the regular
122
SEVEN TIMES
size to the
double
size,
IS
NOT TOO
immediate delivery rather than next
week, and so on. This becomes doubly important
wants
much.
it.
Your
Don't
job
let
to help
is
him
him
decide
give you a no answer; never ask a
question that can be answered by a sibly help
it—and
generally,
The
to
flat
you can.
between something you want to
you want
The prosYou \now he which, and how
at the close.
pect has proved his interest by listening.
sell
no,
if
you can pos-
Give him a choice
and something
else
sell.
rule to bear in
mind
is:
going to lead a horse to the water, you might as well give him some salt first.
// you're
Give People Choices Between Something and Something.
SECTION
REMEMBER,
E
THE ORDER YOU'RE AFTER
The
IT'S
best approach in the
world
isn't
worth
much by itself.
You can know more about your product, and like it better, than anyone in the organization, but it won't make any money for you. Your sizzles may be perfect, in fact everything
you say and do may be just right, but you won't make any money until you get some orders.
15
WHEN
BUYERS HESITATE— DON'T YOU HESBTATE
How
overcome last-minute buying fears. Analysis of dont buy when you have brought them to the buying point. The verbal push is something you need
why
to
people
to develop.
"I just I
can't
make up my mind,"
says Mrs. Jones.
she stands, the symbol of indecisiveness.
She's a picture of
a thousand hesitant prospects, trying to
minds.
She has last-minute buying
There
make up
their
fears.
You go to buy a suit. handsome brown suit and a honey of a blue suit. can't make up your mind. So you ask the salesperson. He helps a lot by saying, "Both look well on you." You suffer buying fears. You're afraid if you buy the You're familiar with these
You You
fears.
see a
blue one you'll regret not having taken the brown. easiest solution is to
afraid to
decide,
run away from the problem.
make up your mind.
why
not put
Last-minute buying
fears.
know
as
it's
difficult to
some other time?
There's a fine chance that you'll
turn to that salesperson and say,
you
As long
off the decision to
The
You're
"I'll
think about
it
and
let
later."
Usually "later" never comes and you stay far away from 125
:
WHEN
126
BUYERS HESITATE—
the problem because you can't decide any better the next
day than you could while you were looking
No, the time to make your choice
is
two
at the
suits.
whenever the choice
comes up. It was the salesperson's fault for not being more helpful. Here's what he should have done, and what you should always do when the prospect is "on the first
fence"
AND YOU'LL MAKE MORE MONEY
GET OFF THE FENCE In
sometimes smart to straddle a fence.
politics, it's
direct selling,
it's
Suppose your customer can't de-
fatal.
two
cide whether to take the five
model.
You
In
stand
ninety-five or the three forty-
and
there
squeezed to death by indecision.
see
that
sale
All your sales talk
ing to be wasted, unless you do something
being is
What
fast.
go-
shall
you do? Decide that the two ninety-five
is
better for
than the three forty-five model and helps her
come
to a decision.
tell
Maybe
your prospect
That
her why.
she decides against,
but she does decide.
Suppose that your clothing salesman had think the brown
suit will
go
Immediately he
starts a
new
he doesn't know that you a pair of black shoes.
So you
better
just
said,
"Why,
I
with your hat and shoes."
Of
train of thought.
course,
bought a new gray fedora and
Boy, that blue
suit is just the thing.
finish with a suit instead of a headache.
SPECIAL FEARS "J can't afford one!' sold on.
AND HOW TO MEET THEM Nobody can
afford anything he isn't
Your prospect needs more
selling.
Suggest that
he can't afford to go without insurance or he can't afford to have his house look run down, or she can't afford to
take^
DON'T YOU HESITATE
127
Then,
a chance with her youngster's health. say,
"You can
afford a
few
you can afford to improve your house.
The
buy later"
"I'll
buy
pressure.
She's
on edge and
know "Why?"
All you want to
Simply
say,
may
She
look a
this
why
is
her husband expects a bonus in a
Ask her
wait for that. ing.
If
if that's
she says, "Yes,"
would be
all
likes
line,
to get her
she doesn't buy.
startled.
little
She
but
Don't try any high
no time
is
Then
you?
."
—everything about your
Don't argue with her.
later.
.
prospect says she's sold.
the size, color, prices, terms she'll
.
you can,
if
cents a day, can't
Ask
mad. her.
Finally she admits that
month and
she wants to
her only reason for not buy-
you have
to prove
is
what
a
good
to start getting the help or pleasure that
idea
it
she's
going to get from your product right away instead of
waiting a month. 'Til thin\
it
Agree with
over!'
to rush too fast into things. to think of
her.
how much she is going Make this specific.
your product. example,
say,
dress to wear.
a
good idea not
to miss by not having
Dress salespeople, for
"You're right to go slowly.
But think about
when you won't have
the nice Sundays ahead
new
It's
But, of course, she also ought
Think
this lovely
of the pleasure you're going to
Then invert the argument, if you can. Vacuum cleaner men say: "Yes, it's not a bad
miss."
think about
it.
But you
also
idea to
ought to think of the back-
aches and the headaches that this cleaner will save you.
Think
of the time you save, the
your rugs that all you'll
we
can eliminate.
be saving
is
wear and In
fact,
tear
on you and
Mrs. Jones, about
a couple of dimes a week, not your
head or back or rugs." "It costs too
much"
If
you have a high-priced item, ad-
WHEN BUYERS HES|TATE—
128
it costs a lot and show why it costs so much. Then you must play up the quality of the ingredients. For in-
mit that
"Of course our bushes
stance,
most.
you such
healthy stock.
fine,
an unlimited our quality
On
is
so
better."
much
getting
than what he pays.
what
He's worried about the
you want him
to give you;
the pleasure of
him
—because
any product, you must emphasize what the prospect
money he has
good
much
why we can give you we know that
That's
five-year guarantee
receives, rather
too
more expensive than
are
takes a lot of work, over a period of years to bring
It
until the prospect
is
is
on
Everything costs
convinced that what he
worth more than what he
is
selling job,
to concentrate
he's about to obtain.
giving.
If
is
you do a
your talk will previously have convinced
much
that he's not going to spend too
for
what he
receives.
u
l
If
want
to loo\
around
first."
This
is
a delicate subject.
your prospect has a temper and you ask, "Why,"
apt to snap, "Because fering."
The
I
want
to see
she's
what other firms are
of-
That's not so good.
best treatment
is
to agree
with her that
it's
a
good
idea to know what others have available. "But, of course, Mrs. Jones," you comment, "I feel that that is really part of my job. I've put in some time studying every competing or similar line, and I'm quite sure that
question you might have. particular item?"
It
line.
man
and she wants
You've got a better
good idea for you
can answer any
woman
develops that the
bought some products from the ard, your competitor,
I
Were you thinking
idea.
next door
representing Stand-
to find out about that
"Why
to enter this order
of any one
wouldn't
we had
it
be a
oudined, and
then you can compare your purchases with those of your
DON'T YOU HESITATE
129
You're going to be proud that you did
neighbor?
it,
be-
cause she'll be glad to admit that you got the better buy."
The
He
Sometimes I
who wants
prospect
to look
around
almost sold.
is
wants a good reason for not looking around any more.
know
have found
I
pretty well
ble to suggest
it.
what
So
this effective:
you'll find,
let's
"That's a good idea.
but
I
think you're sensi-
put this order through so that you
can get our product and compare
it
with others and see
what a fine buy you got." "I want to buy something else first." She isn't sold enough. Find out what she wants, and compare the definite advantage of owning the two products. For instance, you're selling a
piano
It
first.
vacuum
cleaner
and she wants
to
buy a
takes a long time to pay for a piano, so you
try:
"Little Joan
should have a piano, and
going to get her one
as
soon
as
you can.
I
know But
that you're
there's
some-
With more important than music, and this vacuum cleaner, you can keep a pleasanter, healthier home, and that ought to be your first consideration." Or you may be selling men's shoes and you run up against a prospect who can either buy your shoes or take his girl to that's health.
thing
a big party.
"You're going to have a lot of time for parties,
but you mustn't take a chance with your
compromise?
Buy
these shoes
Why
feet.
and take the
not
girl to the
movies?" "I
want
Once
to see
my brother-Maw!'
a saleslady friend of
mine
why. women's
Better find out
selling a line of
clothing assumed that the reason her prospect wanted to
was to ask him about the line. My friend, being a smart young woman, said, "Well, maybe your brother-in-law knows something about the manufacsee her brother-in-law
WHEN
130 ture of these dresses.
The
If so,
I'll
be very glad to see him."
prospect said that her brother-in-law
and would soon be in for supper. down. She would and did.
field sit
BUYERS HESITATE—
Half an hour Give
me
him
in the
the saleslady
The
the brother-in-law appeared.
later
prospect greeted
was out
Would
with, "We've been waiting for you.
All she had wanted from her brother-in-
$4.00."
make the deposit! Usually, of course, when the prospect wants to see someone, he is going to get a lot of wrong information about your
law was enough money
Find out
line.
can pin him
whom
down on
to
he wants to the
see,
"why" you
and why.
some point which you left unexplained. There are some other buying fears, which you into again and again. You must find how best them.
Study the ones that are
like to explain a lot
more
If
you
will normally find
common and
will
to
run
meet
tough.
I'd
here, but they probably wouldn't
help because they wouldn't be specific enough to cover
all
the numerous types of products sold by direct salespeople.
The examples
I
have given should enable you to find the
successful formula.
A
good
rule to
In politics
it
remember
may pay
is:
to straddle the fence.
In
direct
selling, it's fatal.
When
Buyers Hesitate—You Keep Right on Going.
16
HOW TO DETECT THE PROSPECT'S "READY-TO-BUY" SIGNALS The that
ready-to-buy signal
may
he
is
an indication by the prospect Something
be then interested enough to buy.
he says or does will give him away.
Don't pass a buying
signal.
I
OU ARE
DRIVING
DOWN THE
STREET,
THINKING OF
HOW YOU
when suddenly The light is red,
can put a better sizzle into your approach,
You look up. going through it. The cop comes up and
you hear a police whistle.
and you're
You
are sheepish.
asks,
Don't you want to live?"
"What's the matter?
You've been asleep
at the
switch for a
minute, but thanks to an alert policeman you avoid trouble.
You
drive on, reach your prospect's house, start to
make
your presentation, and half-way through, you are apt to
run right by a ready-to-buy policeman to stop you
signal.
at the red
This time there's no
light, so
you keep right on
going.
Soon you may find that you're on a dead-end street, or one marked, "Detour until some other day." So you've got to make a real study of buying signals and stop when you 131
HOW TO
132 get to one, even
if
DETECT THE PROSPECT'S
you're only at the beginning of your
presentation.
Remember presentation,
that regardless of
when
how far
you've gone in your
the prospect gives you a signal, you stop
—and ask for the order! HOW MANY
TIMES HAVE YOU GONE BY THESE SIGNALS?
The two kinds of buying signals spoken. The spoken signals may be
are:
spoken and un-
easier to recognize, so
Here are some spoken cosmetic made?"
we'll start with them.
"How
that
is
signals:
"Will that metal buckle tarnish?" "Is that cord
approved by the Underwriters?"
"Will that material stand up under everyday wear?"
"How much would "Can
I
I
need for the house and barn?"
take these outside in the light?"
There are thousands of these such as these
Some
when
People ask questions
signals.
they are thinking out loud about buying.
salespeople run past these signals, talking themselves
into an order
and right out of
it.
Yet
I
have seen
sales-
people ready to talk for half an hour, get a question like one of these after five minutes, stop, answer the question,
ask for the order.
And most
of the time, they get
DON'T LET THESE SIGNALS Don't
let
these
little
signals
SLIP
BY
get past you.
high-income salespeople watch for
just
and
it!
such
Successful,
questions.
That's the time to get the contract ready.
The
best of the
question.
buying
signals, of course,
is
For instance:
"Can I pay monthly instead of weekly?" "Would I save any money by buying two?"
the
money
133
"READY-TO-BUY" SIGNALS
"Are they
all
"How much
deposit
There are a hundred they
mean
all
is
price ?"
necessary?"
of these price buying signals, but
that your prospect has
your demonstration and
is
gone ahead
almost ready to buy.
So beware of the price question.
it.
faster
than
You won't
near you are to an order unless you stop and ask
know how for
same
of the
Don't pass
it!
LOOK AT THE PROSPECT'S EYES In
many
demonstrations, you become so interested in
showing your product that you don't see the prospect's eyes. Make it a rule to keep looking at the prospect, because you often will catch a sign that he's interested enough to buy.
The eyes mirror the mind. Your does—wear a poker face, but his what's on
his
mind.
When
prospect
can—and
eyes
the real story of
tell
usually
the eyes^of the prospect keep
looking at the contract on the table, he's interested in it. Pick it up and say something about it. He's wondering.
Explain
it
When
to him.
in thought, he's doing
Don't talk too
much
your prospect's eyes are half shut
some
"tall
thinking" about buying.
at that point.
He
probably
isn't lis-
tening, anyway.
Here's an odd thing, a peculiar kind of unspoken signal.
When ing.
the prospect purses his
lips, he's
Repeat the things that interest
but play up the same features. for the order,
and
thinking about buy-
him; use other words,
Produce your contract, ask
listen!
WATCH OUT FOR INTERRUPTIONS
A
saleswoman
prospect
woman
is
is
is
trying to get an order for a corset.
The
considering two different models and the sales-
waiting for her to express a preference.
She gets
:
HOW TO
134
DETECT THE PROSPECT'S
none and keeps on going, describing the general features and showing how much better the prospect will look, when suddenly the prospect breaks in with
—''What's
the differ-
ence between these two?" That's the cue for the saleswoman to stop, explain the difference,
and ask which one the prospect
more, the rule appears, Don't as\
if,
Once
prefers.
as\ which.
Interruptions of this kind are clear indications of the
ready-to-buy attitude on the part of the prospect.
more
which mean
interruptions
"How
we have
often do
Here
are
business:
to oil this
machine ?"
"Should these stockings be washed every night?"
"How
long will these
"Are these the "Is this
These
latest
soles last?"
models?"
manufactured in
may sound
this
country?"
like objections,
but they serve the same
purpose as sand does on railroad tracks in winter. give the train necessary friction to
A person not such questions.
interested in If
will not bother.
he
is
buying will not interrupt with
completely uninterested, he simply
Questions are a sign of interest.
thing to remember about interruptions
The one
is
Don't you interrupt. That's a privilege that you must serve for your prospect.
WATCH OUT Here which
are
some good unspoken signals, among from time to time in the course
average sale: prospect keeps handling the contract. prospect scratches his head, in doubt.
He toys
re-
FOR UNSPOKEN SIGNALS
will occur
The The
They
go ahead.
with his fountain pen.
others,
of the
"READY-TO-BUY" SIGNALS
135
He rubs his chin thoughtfully. He leans back in his chair thinking. He—or she—calls a friend for advice. He puts down his work to concentrate
on what
you're saying.
He bites his lips,
or furrows his brow, in thought.
You'll find a lot more,
them, but what
I
want
to
when you get used to looking for do is to make you signal-conscious.
Different types of people react diff erendy, but
it
pays to find
what they're thinking. If you sell chiefly to one type of customer or color or religion
—one nationality —learn the general kinds of buying
sig-
For
nals to expect.
Swedish people get ready to nothing
People
at all.
get excited. all cases,
Of
may
window from Southern Europe may seem
Businessmen
smile at you.
you may find that when buy they may unexpectedly
instance,
out of the
stare
at
to
course, such general rules won't be true in
but they will be correct often enough to be a big
help to you.
TWO
An
SURE-FIRE BUYING SIGNALS
almost certain buying signal
from your prospect:
On
mechanical items
time after time. interested that
for
"How
It
I
a question like this
have seen that questions come up
always means that the prospect
he can't help breaking in with
his
is
so
demand
more information.
On nonmechanical
items, of course, the question
For example,
if you you happen to use a heavier can,
different.
Or
is
does this wor\?"
if
fruit
is
a
are selling canned foods tell
little
and
the prospect about
it.
your crops are taken from a certain valley where the is
noted for
its
rich flavor, let her
know.
Often she
HOW TO
136
come back
will
and
later
say,
canned peaches come from?"
DETECT THE PROSPECT'S
"Where did you
"Why
Or,
is
say these
this heavier
can any better?" Similarly,
if
you're selling hose, explain the difference be-
tween two-thread and three-thread and show your hose
ter
is
than the standard usually
how much
Some-
set up.
Play them up so inter-
where, you have some advantages.
estingly that they will stay in the prospect's
when
bet-
Then,
mind.
on her way
she comes back to ask about them, she's
to the contract.
Here's the other type of sure-fire buying signal. prospect says,
"Why, what
I
want
this for
That's her big reason for wanting
and
that's
your cue.
Emphasize
is.
The
." .
.
what you
are selling,
that your product will
do
For example, she may want a exactly hedge to shut out the pesky neighbors. Your hedge is ex-
what she wants.
actly suited for that, as
may
your pictures will show.
want a roof to cover the garage until she can
Or
she
sell
the
Or he may need a new suit to get a better job. Or may want an apron to prevent spattering her new dress
place.
she
When
you find out what your prospect wants, concentrate on that feature in the product you are in the kitchen.
selling.
GET THE PROSPECT TO
An
automobile salesman will
sign in
me
the world
tell
you that the best buying
for the prospect to say, "Here, let
you have anything mechanical,
and work
up
is
FOR YOU
drive this myself."
If it
all
WORK
it.
"salubrious."
let
the prospect handle
If you're selling a dictionary, let
Any
him look
time you can get the prospect inter-
ested in handling, feeling, smelling your product, you've
137
"READY-TO-BUY" SIGNALS
"got him going."* It's part of the general plan of making him feel that it's his. The real estate salesman, when he starts to sell a house, talks about this house. Let the prospect show signs of interest,
and
it
becomes your house.
He has brought
the pros-
pect into the picture at the right time.
Bring the prospect
That's what buying signals are for. into the picture.
Show him
the advantages he wants.
pleased with the thought of ownership, steer
him
and your job
He's is
safely into possession.
Here's a rule you mustn't forget: Don't pass up a red light or a buying of them will cost you money.
Now"
Spelled Backwards
signal, because both
is
"Won"
to
17
EIGHT TYPES OF
AND HOW When
WOMEN—
TO HANDLE THEM
you don't get the order, whose
fault is it?
analyze some of your errors in closing.
make
different kinds of people to
prospects are
What
this
How
to
takes a lot of
It
world, and your
among them.
makes people agree with everything you have no objection, show signs of interest, but say, "No,"
said, offer
when you come
to ask for
an order ?
who
eral different types of prospects I
I
have run across
behave like
that,
sev-
and
find that there are three or four reasons at the back of
their
minds—reasons
that you won't
know
about until you
ask.
For example, one prospect until
will not take
doesn't
too good natured to stop you
Another wants to buy but has
you get to the end.
no money and
is
want
to admit
it.
A
third simply
any action without the approval of the other
half of the family.
Whenever anyone you make, be
agrees too readily with the points that
Try
suspicious.
running through the whole if
he's the
kind that wants
to close at once instead of
talk.
In that way, you can find
to wait until the
138
end
to say,
"No."
AND HOW TO HANDLE THEM
139
ALWAYS FIND OUT WHY HE WON'T BUY
A
salesman
suit
who
prospect
is
tries
something like
when he
this
gets a
too agreeable: "Mr. Jones, you agree that
you will get more wear and more enjoyment from one of our custom tailored
You
suits.
agree that our prices are
low considering the quality of material and workmanship. Yet you don't want to buy. Will you tell me why?" There
always the possibility that the prospect has agreed
is
with some point without being really convinced. says so, is
just
know
about the
Suppose he wants his wife to
man
something
says
like this:
"Wouldn't
wearing
you decide now,
it
she'll
word
why
let
he
If
he
you.
This
sales-
be more fun to
when
in style and
fits
so
soon have the enjoyment of
you'll
not
If
tell
be pleased
Don't postpone your pleasure.
it.
be proud of you, so right
last
it.
he should
see the suit first.
she sees you in a suit that's the If
suit,
Don't you agree that
surprise her?
well ?
know
kidding you, you have a right to
wants his wife to
he
If
you can go back to work on that same point.
me
Your wife
will
take your measurements
now?"
Women proval
are especially anxious to get their husbands' ap-
when buying something
for the house.
lady
If a
prospect mentions that, agree with her: "I think you're right,
Mrs. Jones.
wives are buying.
want you
to
Many
husbands like to see what their
But I'm sure that your husband would
buy something you
really liked.
Now,
we
if
enter your order right away, the goods will reach you in
about ten days, so you'll have plenty of time to talk
and gain
his approval in that time, if
were you,
I'd surprise
him.
He
likes to
you want.
if
you don't thank
me
But
over if I
have you bring new
things like this into the house, doesn't he?
time and see
it
Just try
it
this
for the suggestion."
WOMEN—
EIGHT TYPES OF
140
YOUR DEMONSTRATION MAY
AT FAULT
BE
you have gone through your entire selling talk without meeting any of the buying signals mentioned, and your prospect says, "Wait until the next time you call," or "I'll think it over and let you know," you can be sure that there was If
something wrong with long.
too
talked
Maybe you failed Maybe your whole Failure
most
is
your
new
the
appeal.
best
to bring the prospect into the picture.
talk lacked a sizzle.
come
likely to
attack at once.
who
to beginners
When
perfected their presentations. to start a
Maybe you
presentation.
Maybe you missed
I
it
haven't
does, they are apt
don't think
much
of the
plan of starting over in this way. It's
much
something she
said.
For
Your prospect was not to the order blank.
when you
instance,
especially interested
The
the
men
on tomato
tomato
Then,
six.
down and you have
her
be selling a few
me
know one
if
flavor,
she agrees to
started.
of the house don't like relishes.
rather than the whole
I
She
Feature the special price for three
Suggest that she take
USE
juice.
Emphasize the
juice.
about your pickles and mustard and you'll
when you came
only interest she had showed was
the purity, the large size.
it
be selling food.
price.
Start again with the
that, write
may
you
talked about the special
had asked the
bottles.
from
better to regain the prospect's interest
If
Ask her
they do,
olives.
tell
if
her
In that way,
which she is interested which may confuse her.
allied items in line,
YOUR HEAD
IN
HANDLING STALLERS
who
tells
in butter
and
salesman, working in farm territory,
that a lot of his prospects
want
to
pay him
141
AND HOW TO HANDLE THEM eggs.
He
used to shy away from them, but later found a
good answer. He recognized it as a stall, of course. Farmtheir ers wanted his products, but they were anxious to sell own produce and hoped he might accept their eggs in exchange.
His method of handling this situation was to offer to accept eggs in payment! Farmers and their wives were amazed, but
it
worked.
Nine times out of
ten, of course,
he didn't actually have to, but once in a while he did take several dozen eggs, and some pounds of butter in exchange. Then he brought them to town, sold them, and made enough on the deal to pay for his extra time! However, I can't
recommend
he offered
that.
to barter,
The important thing
most of
is
that
his prospects agreed to
when
pay cash.
C.O.D. shipments. If you run Some people up against such a customer, ask her why. Usually she will say that she doesn't know whether she'll be home when the mailman comes. That's easy. Say that you will have it sent general delivery, so she can pick it up whenever it's still
Or
convenient.
but don't If
object to
suggest that she pay you in full in advance,
stress that.
her objection to C.O.D.
in her integrity, attached.
is
that
it
implies lack of belief
admit that C.O.D. used to have a stigma
"But now," you
tell
her, "the very best people,
with plenty of money, have C.O.D. packages sent regularly to their homes. For instance, Mrs. Smith, on Elm Street, having a package sent C.O.D. this week. So is Mrs. Robinson, in Fairview, and Mrs. Rolph, in Dawson. Yes, Mrs. Jones, a lot of people you know buy regularly from us
is
on a C.O.D.
basis."
142
EIGHT TYPES OF
WOMEN-
ANALYZE YOUR PROSPECTS BEFORE YOU CLOSE Before you ask for an order,
it
pays to have a pretty good
idea of the type of prospect you are addressing.
I'm listing below some of the people you will be calling on tomorrow, with some suggestions as to how to handle them.
The timid
With
person.
Explain everything in
her,
go slowly and quiedy.
Gain her confidence.
detail.
Get her
to smile, if
you can.
very careful
how you talk to her if you want to keep her
She
is
apt to be supersensitive, so be
con-
fidence.
The
a
this:
lot of
that
starts right
out to
tell
you what she
She's a good prospect. Ask her opinGive her a chance to show what she knows.
That's fine.
ion frequently.
Try
She
\now-it-all.
knows.
"Many
of
my
customers, Mrs. Jones, have to take
time to think over a matter of
you can
tell at
this sort,
but
I realize
a glance that merchandise of high quality
what you want. You are a person who can make up her mind and trust her own judgment." The silent type. She sits and lets you talk. She shows nothing by any visible reaction. The chances are that she doesn't grasp the things you are saying. The best way to like this
is
handle her
just
is
to use short, simple sentences, with plenty of
questions. Ask her, "You can see how this would save money for you, can't you?" The aim is to make her talk. Make her ask questions, then she's interested. The cautious woman. She is slow in thought and action.
Give her plenty of time to digest everything you say. Say everything twice or more, using different words the second time.
For
instance, tell her that your stockings
three lengths, long, short
and medium.
Then
come
in
say that
whether she needs long stockings or short ones, she can have
AND HOW TO HANDLE THEM them
at the
same
price.
143
At the
she
may want you
to
the items she needs and order
Recommend
help her decide.
close,
them for her. She will feel relieved, if you do it tactfully. The td\ative prospect. This prospect has nothing to do except to Mitzi,
tell
how
you about
how
she happened to
she helped her husband
make
how
truth about the people next door, and She'll lead
you on for hours,
if
you
name
the dog
a success, the real
bright her boy
aren't careful.
is.
Oddly
enough, she gets insulted easily, so you mustn't interrupt unless
do
it's
it is
then, the best
way
to
to say, "But I'm afraid I'm keeping you, Mrs. Jones.
out this order and
Let's just
fill
work.
know
is
Even
absolutely necessary.
I
you're busy."
I'll let
you go back to your
what she a remark of
Listen carefully to
saying until you can get a chance to
tie in
hers with something in your sales talk. The suspicious woman. You're out to get the best of her,
she doesn't really trust you.
The
best
way
to handle her
is
to prove every statement you make. In fact, when you begin, tell her, "Mrs. Jones, I'm so enthusiastic about this line
that I
may
say something you don't believe.
pens, stop me, will you, so that If you're selling a tonic,
tory
where
it is
made,
show
I
can prove
pictures of the
If that it
at
modern
hap-
once?" labora-
describe the rigid inspection, produce
photographs of the executive offices, top executives, carloads and truckloads of the product leaving for various distributing points.
Give testimonials from
all sorts
of people
—-farmers, police captains, housewives, lawyers, movie
stars,
But don't make any rash statements! The haughty type. Her weakness is her pride. Appeal to it. Show her the most expensive items in your line. Usually, such a lady has money and is willing to pay for the
advertising men.
best.
She expects you to "know your place," which
is
all
WOMEN—
EIGHT TYPES OF
144
That means be courteous, but don't develop Handle her properly and she will become an excellent customer, buying heavily of the most
right with you.
an
inferiority complex.
expensive things you handle.
Also, other
women
in the
neighborhood will follow her example.
The Maybe
illiterate
a good customer, so
Do
Maybe
person.
it
had no
she has
She might
she speaks broken English.
schooling.
still
pays to be courteous to her at
become
all
times.
not give the impression that you are "above her."
enough
plain everything simply, going slowly
she understands.
Don't
tell
red to her.
scarlet.
It's
"ain't."
Get on her
If
side
her something
to is
make
Exsure
crimson or
she says "ain't," you should say
and
she'll
buy from you instead of
who come around. the many kinds of people you
those "high-tone fellows"
That's only a few of
Whether
come
across.
ritzy,
ignorant or erudite, the important thing
a prospect
is
rich or poor, plain or
enough
"warm up"
to your product.
Be
you di-
to realize that the
more comfortable you make the prospect will
that
is
Being a
should have the same attitude that she has. rect salesperson, you're clever
will
feel,
the
more she
friendly, genial, cheer-
ful.
When
you
call
When
guage.
on a farmer,
you're calling
talk to
him
on the bank
be ready to speak in her language.
She
in farmer's lanpresident's wife,
may
not
know a
refunding bond from a collateral security, but she has heard the terms around the house, and she will have a higher opin-
ion of you uses.
you can talk the same jargon her husband
If you're trying to sell
ask her
buckle
if
if
something to a bridge
fanatic,
she uses the Blackwell four-five no-trump; then
down
to business.
The more you know about your
prospect and the closer you can associate yourself with his or
AND HOW TO HANDLE THEM
145
her group, the better your chances for a good presentation. I'm going to close this book with a story that every direct
know.
salesperson should
It
emphasizes the fact that you
should always keep your best foot forward. pects see the If
side.
good
Let your pros-
side of you, the pleasant, helpful, cheerful
you have another
side,
keep
it
hidden.
.
.
.
and blacksmiths were imthere came to one hamlet community, portant citizens in any a wall-eyed cobbler. He rented a tiny shop on the village
Back
in the days
when
cobblers
square and set up his bench facing the
street.
He was an industrious little man, doing beautiful work, but his handicap made it seem that he was watching the passersby instead of watching his work.
He had
a hard
row
to travel.
Few
customers came into
and he was growing despondent when a friend dropped in one day. The friend said, "You'd get a lot more cobblin', friend, if you'd switch that bench around.
his shop
Folks comin' by the 'stead of
window
think you're watchin' them
your work."
That was the turning point in the cobbler's career. He moved his bench around so that people could see how industrious he was and how fine his work was. Then villagers started patronizing him and his business grew by leaps
and bounds.
The moral? Let jol\s see that you are minding your business and they will want to give you their business.
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