The mirror., 1916-11-23
article to him and give him reasons
why he should stock it.

why he should stock 1t.
In brief, if what you are selling
makes it necessary for the Gus
toner to change his method of
working or doing or using, use
reasons why" If otherwise, use
saggestions-talk quality and SER
vice.
The fourth factor is-Prepare a
sales talk and answers to objec-
tions. Reduce your selling argu-
ments to writing, for the written
argument will show weaknesses in
logic and expression which the
personality of the spoken word
may obscure. A good plan is to
write on seperate cards all the OBJ
Jections you can think of about
your goods. On the reverse side
of each card write the best answer
to that objection you can think of
and see that it is expressed in
good, forceful English. Having
thus prepared these answers, see
If you can remember them by ask
ing yourself how you would an
swer the objections, going through
them in mixed order, then compar-
ing your ideas with what you have
written On the cards.
One reason why so many sale
men 'fail'' is that they are pre-
pared to talk on the good points
Of what they have to sell, but try
to smooth over the apparent or real
weaknesses in their proposition.
The result is that the first man
they call upon who asks them an
awkward question is their master,
and from that point on manages
the interview.
And that brings US to the fifth
factor-Manage the interview. In
calling on your customers avoid
irrelevant discussions. Give way
on small things to gain the big
things. We all know the talkative
kind of customer who is willing to
talk about everything except bust
ness. If you once allow your GUS
toner to manage tue interview:
your time is being sadly wasted.
The sixth factor is-know the
mental law of sales. This is SIM
pile, and doubtless known to the
majority of you, but for the sake
of you who do not know, l will
state what it is. 1t is of course,
impossible to make sale until you
are with your prospect and the
first thing is to know where to
locate your customer and get an
introduction to him. Methods of
introducing are too numerous to
Oe discussed here. You must make
your introduction in such a man.
ner that you will secure the favor
able attention of the customer, for
obviously, you cannot secure a
mans decision to buy your goods
until you have received his favor
able attention. Having secured
his favorable attention, the next
step is to get his interest in what
you have to sell. Then, by appeal
ing to the main and individual
motives, you must turn that in
terest into desire. Having arrived
at this stage, by using reasons
why or suggestion. as the case
may be, turn that desire into a
decision to buy now.
1t will be obvious to you that
you cannot secure these mental
steps unless at the same time you
gain the confidence of the customer.
Every sale must be made along
these lines, namely attention, in
terest, desire, decision.
The seventh factor is lucidity-
the ability to describe your goods
so that others can clearly under
stand you. So many salemen know
their goods, yet lack that faculty
of being able to tell their customer
about them so clearly that they
get good mental picture of them.
Methods of developing this faculty