then took it on the chin and asked himself a few questions he did some powerful thinking and he came to the conclusion that you don't win arguments by arguing but what is more important than did something about it right in your selling you offer services on in my us your needs that never existed before what you sell america is entirely different from how you sell it is before that was raised on a market scientifically conducted road just by the greatest engineers in the industry and they proved conclusively that this time the greatest minds of any time are you can buy today just let me think it over and is interested that's why rule number one service gets a prospect a tall ask questions in that way you can find out what the prospects really want how do you find out what his real reasons are for not b the simplest way to do that i should say is to ask why it's why let's see how it works on this today you're here mr daniels if you have time i'd like to show you are tired you'll be needing some new ones before long you know yes i know but i generally find my tires on the street or that slate is that so mr dunn just why do you like that particular time well i don't know i've been using them a long time i like the way they're made in other words you like their construction well yes i guess i see just why do you like that particular construction well i'll tell you i do a good deal of traveling in all kinds of weather what i like most about that tire is a trail i don't want to be too inquisitive mr daniels but just what you like about that trip well it doesn't scare see that's very important in a car and i believe you would be interested in seeing a new safety transit our company has just developed a new thread yeah i'd like to show it to you the prospect is really interested in safety in nonskid so that's what the salesman must talk about if he wants the prospect to list not costing the tire not miley all the talk in the world about cost or mileage wouldn't that frost say when he's really interested in something else the only way i can find out who's to ask questions besides if you get people to talk to put you on a friendly people like  answering an opinion observe that in certain cases or circumstances the opinion would be right what does that mean well you might it means answer w but as a matter of fact in a national survey just completed the average cost of operation was found to be only two dollars and thirty cents a month and here is the actual stake from owners right in this town to the sentiments of others and all positive assertions don't contradict don't lead to positive right when you do contradict when you want to p in everything you say but if you present it that way well prospects are pretty rugged individualists how much better it would have been to handle it this way yet not contradicting and getting off on the right track you're well on the way to stepping its prospects up to a better sale to what you really need to do having a better satisfied customer all right ben where we go from that give her an opportunity to buy but usually if you do it too early in the sale you'll find she'll hedge on it because she is busy thinking of other things she's interested in what you're driving at but just this i must tell a complete story not only must i sell or on the things she told me she was interested in but i'm a seller on the other things she's interested in that she didn't tell me about maybe she didn't even think about if i'm a smart salesman i anticipate a complete story gets the order because you never know what particular feature is going to make the prospects definitely decide  and unless you do tell a complete story you may overlook one feature that will turn the trick one more thing than about that order she always know she does the sure do the job they work just as well in today's job of selling america but they sure after all their universal principles of human are so see a broader than just selling a lo