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Questions, rather than positive statements, can be the most effective means of making a sale, or winning people to your way of thinking. Inquire rather than attack.
Find the key issue, the most vulnerable point, then stick to it. Learn how to use the most important word in selling, that powerful little one-word question, “why?”
man generally has two reasons for doing a thing—one that sounds good, and a real one.” It is probably two to one that something else is in the picture. Ask those two little questions: “Why?” and “In addition to that.. ?” Try using them for one week. You will be surprised with your results in overcoming objections.
I’ve found that one of the quickest ways to win and hold the confidence of others is to apply the rule spoken by one of the world’s greatest diplomats, Benjamin Franklin: “I will speak ill of no man—and speak all the good I know of everybody.”
Praise Your Competitors.
So an infallible way to gain a man’s confidence quickly is to: Bring On Your Witnesses.
Someone has said: “Clothes don’t make the man, but they do make ninety percent of what you see of him.”
“Put yourself in the hands of an expert.” Look Your Best.
Deserve Confidence. The real test is: do you believe it, not will the other person believe it?
If you would win a man to your cause, first convince him that you are his sincere friend. Therein is a drop of honey that catches his heart, which is the high road to his reason, and which, when once gained, you will find but little trouble in convincing his judgment of the justice of your cause, if indeed that cause be a just one.
“If you would win a man to your cause, first convince him that you are his sincere friend ….”—Lincoln.
Try to get a man to tell you what is his greatest ambition in life. Help him raise his sights.
If anyone has inspired you, or helped you in any way, don’t keep it a secret. Tell him about it. Ask a man: “How did you happen to get started in this business?”; then, be a good listener.
this experience seems to substantiate the theory of the great philosopher and teacher, Professor William James of Harvard: “Action seems to follow feeling, but really action and feeling go together; and by regulating the action, which is under the more direct control of the will, we can indirectly regulate the feeling, which is not.”
Before entering a man’s office I would pause for an instant and think of the many things I had to be thankful for, work up a great big, honest-to-goodness smile, and then enter the room with the smile just vanishing from my face.
Impression. Repetition. Association.
most of our memory troubles are really not memory troubles at all; they are observation troubles.
to forget myself, and concentrate as hard as I could on the other person, his face, and his name. This helped me overcome selfconsciousness when meeting strangers.
When meeting anyone we haven’t seen for a long time, I think it is best to mention our own name immediately. For example: “How are you, Mr. Jones; Tom Brown is my name. I used to see you frequently at the Penn A. C.” This avoids any chance for embarrassment. I find people like that.
use the first ten seconds on every call to purchase the time you need to tell your complete story. Sell the interview, before you attempt to sell the product.”
If I should drop in on a man, without an appointment, I simply say: “Mr. Wilson, my name is Bettger, Frank Bettger, of the Fidelity Mutual Life Insurance Company. Your friend, Vic Ridenour, asked me to stop in and see you the next time I was in your neighborhood. Can you talk for a few minutes now, or would you rather I call later?” Usually he will say: “Go ahead” or, “What did you want to talk to me about?” “You!” is my reply. “What about me?” he generally asks. Right there is the critical moment of the approach. If you’re not prepared to answer this question immediately, and satisfactorily,
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If you indicate that you want to sell him something that will cost him money, you are virtually telling him that y...
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If you want to discuss some vital problem of his, he is anxious to talk with an open mind about any idea that may help him solve that problem.
Me: Mr. Kothe, I can’t tell by the color of your hair or the color of your eyes what your situation is, any more than a doctor could diagnose my condition if I walked into his office, sat down, and refused to talk. That doctor couldn’t do much for me, could he? Mr. KOTHE(usually with a grin): No, that’s right. Me: Well, that’s my position with you, unless you are willing to take me into your confidence to a certain degree. In other words, in order that I may show you something at a future date that might be of value to you, would you mind if I ask you a few questions? Mr. KOTHE: GO ahead. What
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The truth of it is, I may not know whether he needs what I am selling. So the purpose of an appointment is merely for a discussion. Yet, even to this day I must be on my guard not to allow myself to be drawn into a sales talk on the phone. I must concentrate on one thing, and one thing alone: selling an appointment.
Me: Mr. Aley, my name is Bettger, Frank Bettger, friend of Richard Flicker. You remember Dick, don’t you? Aley: Yes. Me: Mr. Aley, I am a life insurance salesman. Dick suggested that I ought to know you. I know you are busy but I wonder if I may see you for about five minutes one day this week? Aley: What did you want to see me about—insurance? I just loaded up with more insurance a few weeks ago. Me: That’s all right, Mr. Aley. If I try to sell you anything, it will be your fault, not mine. May I see you for a few minutes tomorrow morning, say, about nine o’clock? Aley: I have an appointment
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The next morning as I shook hands with him in his office, I took out my watch and said: “You’ve got another appointment at ninethirty, so I’m going to limit myself to exactly five minutes.” I went through my questions as briefly as I could. When my five minutes were gone, I said: “Well, my five minutes are up. Is there anything else you would like to tell me, Mr. Aley?” And for the next ten minutes Mr. Aley told me all that I really wanted to know about him.
“Mr. Brown, is there any best time to see you—early morning, or late afternoon?”
“What time do you go to lunch? Let’s have lunch together one day this week. Will you have lunch with me tomorrow at the Union League, say about twelve or twelve-thirty?”
I’ve been surprised how many men who are unwilling to make a definite appointment will agree to see me if I set the time far enough in advance. For example, on Friday mornings when I am planning my week’s work ahead, if I phone and say: “Mr. Jones, I will be in your neighborhood next Wednesday; do you mind if I stop in and see you?” he will generally agree. Then I ask him whether morning or afternoon is better, and sometimes he will name an hour.
In the beginning, I try to find out her name from someone else in the office. Then I always speak to her by name. I write her name down on a permanent record card so that I won’t ever forget it. In phoning later, for an appointment, I usually say: “Miss Mallets, good morning! This is Mr. Bettger. I wonder if you could work me into Mr. Hawshaw’s schedule for twenty minutes today, or sometime this week?”
“Over half of the buyers we question tell us that a friend or relative first interested them in buying.”
“If you take care of your customers, they’ll take care of you.”
Appeal for Action! Here is where so many otherwise good speakers fall down. They win their cause with the world at large, but fail to win the support of their audience. They have amused it; they have entertained it; but they haven’t sold it anything. It has afforded the most thrilling basis for climax since public speaking began …
Save closing points for the close
average successful sale goes through four steps: (1) Attention, (2) Interest, (3) Desire, (4) Close.
When I began holding my closing points back for the close, it enabled the prospect to judge my plan with an open mind. It avoided building up so much sales resistance. Then when it came time for action, I had something to get excited about! My punch lines went over better; they had more power in them. Instead of forcing myself to be enthusiastic, I sometimes had to suppress my excitement. And I found that suppressed excitement is most effective in arousing the prospect’s enthusiasm at the close of the sale.
I discovered that a good summary affords the best basis for climax in selling.
I find it even more effective when I can get the buyer to summarize. It puts him into action. I say: “Will you write these down?’ Then I repeat the summary in fewer words: “Number One … Number Two … Number Three … Number Four … “ It is a natural climax where you have the buyer keeping in step with you, right down to where he will be helping to close the sale himself.
After presenting the plan, and summarizing it, I look at the prospect and ask: “How do you like it?” It is surprising how frequently he answers: “I think I like it.” I assume this means he is going to buy, so I don’t wait another moment. I begin to ask the necessary questions and write his answers on the application form. I always begin with unimportant questions.
I was surprised when I learned that many of the objections which had been getting rid of me were really buying signals.
A way of reframing the issue while assuming commitment.
If the objection is: “I can’t afford it,” he really is telling me he wants it. So the only problem then is to show him how he can pay for it.
“In addition to that.” I try to hold this question back as my final ace in the hole. I use “why?” all through the interview in different forms. I may not always use the word itself, but I am asking “why?” nevertheless.
Prospect:… See me after September fifteenth. Salesman: Mr. Carroll, if your boss called you into his office tomorrow morning and offered you a raise in pay, you wouldn’t say: “No, see me after September fifteenth,” would you? Prospect: No, of course not. He’d think I was nuts. Salesman: Well, isn’t that practically what you’re telling me now? Just write your name here (pointing to dotted line) just as it’s filled in at the top, and you’ll have several lessons completed by September fifteenth. Prospect (picking up application form): Leave this and any literature you’ve got with me. I’ll think
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Salesman: Write your name here now, and let’s get started! Prospect: What’s the smallest amount I can pay now, and how much would I have to pay each month? Salesman: You state the amount you can pay now, and I’ll let you know whether you can begin. Prospect: Would $25 now and $10 a month be all right? Salesman: It’s a deal. Write your name here (x….) and you’ve made the first step. Prospect: (signs application form)
asking for cash with the order is one of the most powerful factors in closing the sale. The buyer then places a higher value and greater appreciation on your product or service. Once he pays something, he feels the product is his property.
In bold type across the top of the card were these words: THIS IS GOING TO BE THE BEST INTERVIEW I EVER HAD Just before going into a man’s office, I repeated those words to myself. It became a habit.
“How Do You Like it?” After concluding the presentation, ask this question. It’s magic!
He looked out and recognized me. Shaking his head “no,” he waved his hand “goodbye!” Bent on following instructions to the letter, I continued walking toward my man with a serious face. (This is one time where a smile is not in order.) Mr. Eliason said, in a stern tone: “No. I’m not going to do anything. I’ve decided to drop the matter. I might take it up again six months from now.” As he spoke, I deliberately removed the application from my pocket, and unfolded it, continuing to walk toward him. Arriving at his side, I laid it on his desk, directly in front of him. Then I spoke the first
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