all salesmen on that salesman of things and of ideas and there's a lot to selling anything there are rules and ways of doing the same job but have to be followed if we expect to be successful in a competitive market or not here's don evans he's a pretty good young salesman lots of drive spends his time off the floor studying his product planning his next day's work only trouble is sometimes evans thinks he has all the answers business or any other it's not just a matter of natural ability or the will to win it takes a lot of hard work study practice and the problem all of her understanding of what selling is really all about you remember don when you first came here we had several sessions on what selling really is and how to go about it i think it caught on fast to for a start but before we go any further it might be a good idea to see where we're at so far you know down right now you're forming sales habits that are going to stay with you it's easy to f product your can't do much selling once you know what you're talking about you know i've been noticing maybe how many sales and i really don't know that product i only yesterday i saw an electric shaver in johnson's window down the street and i've been eating a new one so i thought i'd go in and find out how this one works well i don't know just what kind of motor it's got in it but we saw lots of lots of no complaints either yeah sure i know but i've had a couple of these things when i was ok but i lost it all that guy needed to make a sale with just a little information about his product i was all ready to pack what twenty bucks but not without knowing what i was buying and he didn't know these products so he lost the sale that's right don the product knowledge essential  important as that is what more do you need while i remember we talked about a plan for selling that's right for step sale course there are lots of ways of breaking down the steps in the sales but for my dough this four step plan of ours covers the ground and on right out there that business str you can see those four steps of work all day long take for example the first that finding prospects all those people out there are there prospects prospects for all sorts of products that's why those stores out there are located where the greatest number of people pass by in other kinds of selling of course like ours you have to go find the prospect yourself most of them you have to use every device under the sun to find people who can qualify as prospects for our product those other steps of the sale are being worked out there to take the second step creating the desired a wrong that's left jack operation over there creating the desire to eat in this case the idea is to present your product of the prospects in whatever way appeals to the most to make them want that flapjack boy has it and it's the same not come across there that was a perfect example of the third step of the sale getting the decision to buy and there is an example of a final step delivering the product right by delivering the packages right to our car the clerk has followed up a sale with a goodwill gesture that should bring the customer back again and may help get her to send in her friends and i think i've got those four steps pretty well in mind that strike back i'm all down right here some reminders of some of those other things we talked about you know the rules for handling people good let's hear him ask questions that's point number one seems like the only way you can find out how to handle a prospect is to ask questions that will get him to give prospect so you let him talk what's your next point don't argue arguments just make people mad you don't get people to buy things by making a manager you try to set him straight but not by arguing in fact you can win an argument and lose the sales yes but the old one to you tell a prospect yes that would seem to be the case but there's another angle you know don using yes but here's one way to avoid an argument and get the prospect thinking along your lines agree with what he says may be partially true or used to be true and then get in your ehrlich's repeat the objection then the prospect knows you've got it straight or maybe back down a little raven admit that it isn't his real objection at all and finally concentrate on the main objection answer it to the prospects complete satisfaction buyers interests why do people buy one product instead of another when you're trying to prove to people that all your product knowledge and so on and i'm trying to get them to buy my one either the product  look don you've got a whole mess of sales information stored up there inside your head that you've forgotten what you're trying to accomplish think you know what the people lost many problems what do they want out of life one of the that's right you know what people take yourself for example how do you like to come home to an easy chair pleasant warming fire in the fireplace just her precious baby down safety from harm safety through the night yes safety is one of the most impactful things in the world to people sometimes safety is the only thing that really in the six things that people buy for six buyers into of course sometimes we call them by other names but it's the same thing for example take that cigarette you pick a certain brand maybe france flavor or  or the fact that it doesn't make you come well in a cigarette those things all add up to performance in a cigarette latinate john you know exactly and while the shoe salesman mention the parents and economy you wouldn't have bought those shoes unless they were comfortable someone else might have been more impressed by appearance but to your own comfort was the chief interest so the salesman has that part the thing is that different people attach different degrees of importance to each of the expires interests run may think performance is the most important another economy or safety or comfort by getting my job intel has to find out which of these interests each prospect is most interested in and then to show that my product is the answer absolutely product knowledge or steps of the sale the rules for handling people all these things should be continually of finding the prospects interest of them proving that your product best interested in something low priced yet durable yes i think we've got just about what you have in mind some new low price patterns just came in here's one we consider very attractive  press about as well as any material you c record player slides out where you can reach it easily it is convenient of course the most important thing about any radio set is how does it before you know performance that that's what i want to say yes how does this one perform on this new afghan everyone is talking about well just waiting to hear it but first i'd like to tell you some of the reasons why the performance of this set is so much superior now performance begins right here well there are lots of ways of doing this but you have to find out which of the six interests your prospects are most interested in then you have to demonstrate your product in terms of that interest that's the story actually you're really doing those