The Washington times., 1917-12-01

Yesterday we had to do with the
first Of the seven steps in connection
with the making Of q sale. Today's
Installment completes the series, and
has to do with the second to the
seventh step. inclusive. in the making
of assale.
I The Preparation
2-The Approach.
3-The Introduction Of the Selling
Story.
THE Selling story.
6-The Argument :
6-Ths Application.
The Climax
The purpose OF the Approach Is to
secure = satisfactory Interview lead
ing up to the introduction OF your
selling story; and may be accom-
plished by giving facts that will
awaken the interest Of the prospect:
by illustrating what you can do for
him: by telling what you have done
for others, and by asserting. your
ability to show what you have proved
to the satisfaction of others. The
opportunity offered by the Approach
enables you to study your man: to
determine his temperament; to decide
upon his mental characteristIcs: to
endeavor to md his suppressed func-
ton, and to locate his point Of con-
tact
Many writers on saleSmanship
leave out the Introduction to the Sell
ing Story, but In certain lines OF busi-
ness 1t Is OF great Importance. 1t Is
like the door to q building; the
proper avenue OF entrance.
The object OF the Selling Story II
to arouse interest In your particular
proposition, and to create 4 desire in
the mind of the prospect The proper
accompaniment for the Selling Story
Is thorough and complete demon
stration OF your proposition and Its
application to the requirements OF the
prospects. The object OF the Argu-
ment Is to cause determination to
possess the means to obtain the bene-
fts you have shown. This may be
attained by showing that your
method Is simple. practical, resultful
In every way: and by demonstrating
that he can AFFORD to make the in
vestment.
The Application has for its object
the development OF q resolve to buy
Of you. and may be attained by con-
vincing the prospect that you are
honest and trustworthy: by convinc-
ing him that you have the ability
and disposition to render him q serv-
Ice; by convincing him that you will
have q personal interest in him after
he has bought your product or propo-
sition: by convincing him that you
surely believe your plan to be the
simplest and most practical. and that
I Will prove the most resultful; |
therefore, the most economical of any
he could purchase.
The Climax has for its object the |
development OF the resolution into a |
decision to buy OF you NOW, and |
nay be obtained by holding firmly to |
7our convictions that he Il going to |
'uy NOW: by keeping your mind on 4
he positive side OF the subject and |
to show the advantages
% be obtained In the suggested ac-
ion: by suggesting the readiness of
and the company you repre-
Ient to render any desired service at
my time: by reviewing in detail, but
ersely. forcefully, and completely.
III that has gone before. so that no
'oint shall be left in doubt.
The real salesman will sense the
OF the sale, and will
lose without delay. But some do
lot realize the approach of the mo-
nent when the order can be secured
nd demonstrate their folly In many
Ways. Every experienced salesman
Ias at some time or another calmly
the Psychological moment"
march by to the music of his own
oice. As a matter OF fact, every
ale first takes place In the mind Of
he customer, and we know II has
AIKEN place. later, by the word or
ct of the customer.