Chapter 22 How To Make Complete Sales Presentations Out Of Tested Sentences
It takes only one “Tested Selling Sentence” to make a person buy. At times, however, it is necessary to put them into a series form. The difference between a “canned” and a “planned” sales talk.
WHETHER YOU ARE selling something that takes ten seconds or ten days, the principles of making single sentences sell still apply.
The other person has a “fatigue” point, a limit beyond which he fails to hear what you are saying. You must revive his interest constantly by TELEGRAPHING “sizzles” to his brain. You must constantly make his mouth water for your proposition. You must always look for the “square clothespin” to crash his thoughts. Here is a sales skit given by Warren Rishel and me at the New York Sales Executives‟ Club on March 29, 1937, at the Roosevelt Hotel, illustrating how single “Tested Sentences” can be co-ordinated chronologically into a sales presentation. Again using the principle that people learn more quickly when you first show them the wrong way and then make a sudden contrast and show them the right way, we offer you the following skit to show you how single sentences can be built into a sales presentation:
WHEELER: “Gentlemen, there are two weak links in your sales and merchandising campaigns.
“One is the selling language and techniques your salesmen will use when they face the dealer to sell your products.
“The other is the selling language and techniques the dealer will in turn use on his customers to sell your products.
“We will go back to our performance of several weeks ago to dramatize again for you the difference between the „canned‟ sales talk that uses hit-and-miss salesmanship and the „planned‟ sales talk that has been scientifically tested to make the sale more accurate, more foolproof, and faster. “I will now take the part of a salesman who has overly memorized his sales talk and otherwise violates all the rules and principles of approaching and selling a dealer on handling butter and eggs.”
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