The Barn Has a Double Lock ....................................................................... 48 Selling Pie A La Mode ..................................................................................... 49 The Exclamation Salesman is Gone .......................................................... 49 When You Are “Lost For Words” ................................................................. 50 The Story Of Butter ........................................................................................ 50 The “Your Opinion” Approach ...................................................................... 51 Chapter 11..................................................................................................................... 52 The technique of Getting Signatures ............................................................ 52 Don‟t Ask for Signatures – But “Approvals” ............................................... 53 Use “When,” Not “If” .......................................................................................... 53 Howard Dugan Goes To Town ......................................................................... 53 Win Decisions – Not Arguments ..................................................................... 54 Don‟t “Overanswer” Objections ...................................................................... 55 Respect The “Know -It- All” ............................................................................... 56 Chapter 12..................................................................................................................... 57 The Art of Closing ............................................................................................... 58 Don‟t Side -Step Criticism ................................................................................. 59 Chapter 13..................................................................................................................... 61 When The Buying Signal Comes .................................................................... 61 The Art of Quoting Price ................................................................................... 62 Avoid “Price” Too Early ...................................................................................... 62 Weekly Payments Seem Less .......................................................................... 63 Sell “Savings,” Not “Cost” ................................................................................ 63 Help Customers Make Decisions .................................................................... 64 “Why Do You Think The Price Is High?” ...................................................... 64 Chapter 14..................................................................................................................... 65 “Tested Selling” in Groceries ........................................................................... 65 Selling Office Space ............................................................................................ 66 Winning Social Arguments ............................................................................... 66 Times When You Want A “No” ........................................................................ 67 Chapter 15..................................................................................................................... 72 “Hell” – Once World‟s Greatest Fear Appeal .......................................... 72 “Quick Relief” – The Drug Store‟s Best Words ...................................... 73 Making Up Your Mind ..................................................................................... 74 A Sell-Out In Tooth Brushes ........................................................................ 75 A Counter Sign That Sells ............................................................................ 75 The “He - Man” Appeal ..................................................................................... 76 Let Them Pour Their Own .................................................................................... 77 The “Rule Of You” In Hot els ................................................................................ 78 Selling Glasses Of Bubbles .................................................................................. 78 Finding The “First Timers” .................................................................................... 79 The Technique Of The Doorman ........................................................................ 80 Which Type Are You? ............................................................................................. 80 “Listening A Little Closer” ..................................................................................... 81
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