The Beggar Uses Tested Selling
Last spring in Central Park I noticed a blind man with an unusual sign that stated, “It‟s spring – and I am blind.” Many were the coins dropped into his hand.
A Salesman who isn‟t a wooden Indian visits farmers to sell them implements. His usual approach to new prospects is, “How would you like to have a new cow every year?” The farmers always rest on their plows and inquire, “How?” Then they receive the sales story. When I finished my recent address before the International Stewards‟ and Caterers‟ Convention in Philadelphia, the Anheuser-Busch representative from Texas stated he had difficulty selling beer in bottles in that state. He informed me that the young people ordered beer in glasses, and while they danced the beer went “dead,” and the drinking places got complaints. He told me he would try using “Tested Selling Sentences” and would change the words, “Draught or bottle beer?” to merely, “Bottle beer?” He felt that this would prompt people to buy beer in bottles which could be left unopened until ready for drinking. I think he is right. I think he has a mighty good “sizzle” for his dealers.
“Just add water,” is might important to the sale of several products.
Good sales words must be simple and clothed in “innocence” to work effectively, for once you recognize that you are being sold with a sales talk, you will close your reasoning and become a poor prospect.
P. 157
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