second year and to get double the preceding year‟s financial support from Cleveland businessmen.
Howard Dugan did not call up the exposition‟s supporters and explain he had been assigned to get twice as much money from each as they had contributed the year before. Instead he charted a sales talk with a sixty-second ACTION in mind. When the brass ring came around, he wanted to be sure to GRAB it.
Here is his famous telephone sales talk that “clicked”:
“Do you realize, Bill, that the Great Lakes Exposition committee is thinking about tripling your appropriation for next year?”
What a message to TELEGRAPH – but it got quick interest on the other end of the wire! With attention secured, Howard brought out his best “sizzle.” He began selling the bubbles on the Erie Shore – not the debris. He said, “Now I have a plan. I believe you fellows should only double your last years‟ appropriation – not triple it!” The man on the other end connived with Howard and agreed, so here was the brass ring, and Howard caught it fast, saying, “I‟m glad you agree that double is enough! It will save all of us money. So send me your check right now by messenger. I‟ll take it over to the committee myself this afternoon – and tell them DOUBLE is enough, before they can hold a meeting and triple the amount!”
The checks poured in. An entire city was sold an idea. The Great Lakes Exposition went into its second year of success!
The rule to remember is this: The dotted line won‟t sign itself. You must ASK the other person to sign up if you want his order. You will have an opportunity ever so often in the sale to GRAB THE BRASS RING. When you see it, catch it in sixty seconds, before it gets away from you – before the other person can think up objections!
And when you get the signature – run, don‟t walk, to the nearest exit!
Win Decisions – Not Arguments
Win decisions – not arguments. Never disagree with a customer who offers an objection. Tactfully inform him he is wrong. When you show the customer you welcome objections, you disarm him.
Never let the customer feel that you are irritated by questions and objections. Welcome them – with a confident smile. A woman may look at a vacuum cleaner
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