The Johns-Manville man gets “tactful action” when he asks the wife and husband, “Where do you prefer the spare room, in the attic or in the cellar?” (Wheelerpoint 4.) If they agree (which is seldom), the salesman wins; if they argue where it should be, he still wins, for no matter WHERE it will be finally, or who wins out, he gets the order! I have seen W. W. Powell, training director of the Hoover vacuum cleaner, bring on many a diplomatic close in this way: “You perhaps wonder why we call this our 150 model?” The prospect asks why, and Powell says: “Because you can own it for only one-fifty per week – that’s wonderful news, isn’t it?” If the woman informs him she doesn’t buy without consulting her husband, he says: “Why, $1.50 per week is only about two dimes a day. You spend that much for knick-knacks, don’t you?” Don’t Ask for Signatures – But “Approvals” So many people have “signed papers” and got into difficulties that the expression “Sign your name” is one to avoid. How much better it is to say: “Place your approval here, sir.” “This is the place for your O.K.” “Just put your initials here.” Don’t suddenly reach for a fountain pen. You’ll give your prospect a fright! Get the pen and order pad out EARLY in the sale, so that the prospect will be accustomed to seeing it. Get it into their hands, if possible. One Hoover man does it by putting dirt from the floor on the order pad and rubbing it with his pencil, saying: “Hear the grit? It is ruining your rugs.” He puts the pad and pencil into the prospect’s hands for her to “test” the dirt and hear the grit. The pad and pencil is “planted” early in the sale for the signature – for the time when the merry-go-round gets in line with the brass ring. Use “When,” Not “If” Never use the word “if” – say “when”! For instance: WRONG: “If you decide to buy, I’m sure you’ll enjoy it.” RIGHT: “When you buy it, you’ll enjoy it!” WRONG: “If you go for a demonstration ride ... “ RIGHT: “When you have a demonstration ride …”
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