but everything seems so well i'm not even sure i know who i am well we can certainly straighten you out on that note on a twenty two west maple street volume but my sales are good have been right along and as they have but there's a day coming when merchandise is going to be plentiful and competition very keen again how good is your volume of business going to be then that's the sixty four dollar question that's been giving you restless nights and wrinkles in the forehead lately and well it might but what's last you got to do with all that is considerable your subconscious self he's more or less responsible for this whole thing your dream i mean the experts will give you some sound help in your sales problem element we are popularly known as america's number one salesman and rivers peterson managing director of the national retail hardware association sitting back easy and poking the keys of the cash register now that's not selling and like he says you know better just like every good salesman knows that come the time when merchandisers plentiful again and  competition more than just a word again it's going to take some real effort to keep the volume of business up where it is now i don't get me wrong you want slipping up on everything why don't we run over to your store for a minute see some of the things you are doing to ensure continuance of your present volume of business but but we can't go down of the store this time of night may i remind you again this is a dream and in dreams you can do anything you're darn please thank you to the store th t your lender displays them you have a right to be mighty proud of around the does a better job of following the association's promotion guide that duplicate the suggested window trim so carefully and inside your storm modern lighting modern fixtures plenty of vile space shopping items was well masking the feature displays as for stock you've got a good selection of quality merchandise complete lines in each department offering a wide variety of merchandise to customers this is the sort of quality merchandising that not only gets folks coming into a hardware and sporting goods store but just as important it keeps them coming back so you are keeping up on merchandising bill but your salesmanship that's something else again you've been slipping there and as you have better selves it's my duty to see that something is done about it that's why i brought you here to see the experts guess this is where we can  tremendous factor and building and holding stall value thank you pig now bill these principles are designed to make your sales more accurate foolproof and faster take principle number one here cheese the crunch in a cracker the within the coffee and the pucker in the technology and long mars for example perfectly logical in a dream perfectly logical this machine will give your customers along the most perfect haircut in the neighborhood because it cuts smoothly and quietly and is easy to push take pressure cookers it's a guarantee of a perfect dinner every time and less time which in terms of the sizzle is husband happiness and firearms it's a lifetime of fun a customer will get but in getting up your sizzle sentences remember principle number two don't write telegraph i decide i mean your first ten words are more important than your next ten thousand in fact if your first ten words are to write words you won't have a chance to use the next ten thousand because your customer will walk away from you physically if he doesn't float away from you mentally now taking a selling situation in your own st alright suppose you have a customer for a toaster what would you say that's this mess i have fixed for toasters these days aside years another month just you surely would make many sales using words like if you really wanna make a sale try this as with mrs smith i would you like to make your husband smile every morning these automatic toasters make the toast every day the way he likes is you beginning to catch on to this is a method of selling first define the servo and then yet telegraph it out for a principle number three say you are our customer you come to a window featuring sporting goods a gun catches your eye ok you can inside now suppose i were the salesman and you were the customer you my pockets the fire your would get away from your pocket book why well what do you do with a gun you feel it you're citing you put it to your shoulder you cited an gun and first of all i'm going to hold it for a moment or two myself i'm going to try to register with you my admiration for it that i'm going to give it to you and let you try the feel of it lets you try the action while i talk to you about how proud you are going to be to own a fine gun like that one on a lifetime of pleasure you're going to get from using it and other words by my every word in action bill i'm going to try to get you to think of that as your gun this third point bell as i might be important point might be important to put it in a couple of words demonstrate but demonstrate to s we come now to the point number four don't ask if ask which always give the other fellow a choice between something in something never between something and nothing so your customer comes into a store to look at drills don't ask him if he wants drills but which he wants the carbon of the high speed don't ask if and ask which you get it we come now to the fifth and final point to make your sales more accurate full proof and faster watch your bark watch your voice it's as much how you say it as what you say that counts all right bill let's say you're going to sell an automatic watch or go to it but remember watch your voice watch your tones  run this watch i had a one piece all steel cabinet now that makes it strong and sturdy and the whole launchers finished inside and out in lifetime porcelain porcelain outside the lasting beauty remember bill it's how you say what you say to summarize in my own words remember it's not so much what you want to say what the customer wants to hear that makes sales thank  is able five darn good selling principles but have you been practising them lately you know just between you and me i think that i say just between you and me i think  one dream at a time as i was trying to say now's the time to get back in the old selling groove but one thing you've got to remember whatever selling techniques you use however you arouse desire appeal to a customer's interest answer is objections justify price you've got to do it with facts isn't that right mr pitt is absolutely success in selling i always depends on how well you know the products yourself this is especially true in our field so many times people come into the store to ask for advice on products information about features to such people the man who waits on them is both an authority and an advisor he sells their products he should know all about them well bill used to be on the search pretty well when i came to keeping informed on products m peterson why i can remember back when bill was making a sale one time let's try this one for size zero i like the color it's nice but tell me how i really need all this material things very well however you can remove ordinary spot yourself simply by sponging them with a damp cloth on grease but a little spot remover does the trick seo tell me they all where did you learn those facts about the hunting cold well to tell you the truth mr peterson i was putting a new shipment of those codes up on the rack one day and just happened to read one of the tags very good it's amazing how much information you can pick up on products just by reading what the manufacturer has printed on the label or tag many products carry labels giving information about the product or directions for use but bill never used to depend solely on this one source for information why i can remember another sale and i was waiting on a customer actually you have a real tool shop in your hand with this one tool you can grind drill polish and grave cut sam so well those are just some of the things you can do to work on leather does it yes it does and equally well on wood plastics and even glass i think sounds all right you'll find it's a real tools out not just when it does a many precision operation not possible with other portable tools remember where you got the information on that from a trade publication ad yesterday ads both in trade and consume them i get scenes also sources product information but i don't mean sitting down and reading every magazine you can get from cover to cover that would be absurd it's more a matter of keeping your eyes open when you do read magazines for facts you can use in selling not take distributors and manufacturers representatives they're good sources to actually every product in your store fairly bristles with questions and these fellows can give you the right answers just one thing though you've got to ask questions if you want information you got to ask questions thank you and don't forget they're all that and your regular store sales meetings you also have a swell chance to pick up a useful selling fax but these facts this product information can be useful not only in making sales but also in making a lot of sales bigger bill has made a lot of sales like that when in the past for instance one time i was waiting on a fellow interested in a gun always been a rabbit here's a precision made gun that will give you a lifetime of shooting from mr jackson knows how well it's balanced how easily it handles the kind of gun that gives you a real thrill to shoot and this model has the fastest easiest smoothest action of its type it's been called a gun with a ball bearing actually the ideal gun for duck shooting full choke that's right let you reach right out where you can get he was a shallow with about a size two shot wouldn't i well size to be a little better if you were after geese mr jackson but for ducks i'd recommend a powerful long range expression with size six shot for all normal shooting and i've got a shell here that gets there hard equipment and how do you get enough how much believe it or not simply from reading a couple of small booklets yes you can learn a lot you can actually the communist party not only on guns and ammunition but on many other products just by reading manufacturer's pamphlets circulars handouts and direct mail pieces and actually it isn't hard to pick up this information this material is invariably attractive easy to read and packed with facts i want of the simplest easiest and yet most direct way is to get information on products is to try out the product for yourself you can always tell about a story on how to fish if you've been fishing you're bound to be more of an authority on hand traps if you've actually used one the whole thing boils down to this bill something techniques are effective only so long as you have product knowledge to back up those techniques not undersell the importance of this to yourself and you'll sell more merchandise to your customers well there you are bill you can go on worrying about the future if you want or you can get back in the old selling groove again and sleep peaceful night it's in your lap think it over and then why you think it over remember these five selling principles first don't sell the steak sell the says two don't write telegraph three famous flowers for don't ask if ask rich and five watch your bark and remember to bellow how effective those selling principles can be only a bike by real product information the kind you can get so easily from tags and label advertisements to manufacturers and distributors representatives your sales meetings manufacturers literature and your whole personal experience wow what a dream by the way how did you sleep last night