Masonry Magazine February 1966 Page. 9
THE SELLING PARADE
by Charles B. Roth, America's no. 1 salesmanship authority
The Selling Parade by Charles B. Roth is another new feature added by Masonry. Watch for it in all future issues of the magazine for the entire Masonry Industry. Cut out this article and future articles and place them in your business file for further reference.
Me Psycho-Analyzes Them
Whenever one of the salesmen working for Martin Revson, the founder of the gigantic Revlon operation, starts slipping, he undergoes a process which Revson calls "psycho-Revson."
It is a searching analysis of the salesman's habits, sales presentations, activities. Its purpose: to find where the man has gone off the track.
"There is always a reason why a salesman who was once successful is now losing ground," Revson believes. "It's my job to find it out."
"We feel that a salesman may not be as good as he appears outwardly. He has to be analyzed when his sales are not good. He doesn't realize unless he is analyzed what the hell is the matter with him."
Revson's motives in this analysis are, he admits, selfish: it is cheaper to reclaim a man than to fire him and hire a new one.
What Makes A Perfect Salesman?
If you ask David Ogilvy, one of America's greatest advertising men, what constitutes a perfect salesman, he has this picturesque answer for you:
"He is a man who combines the tenacity of a bulldog with the manners of a spaniel."
Lest you feel that is merely wise-cracking, listen to the solid reason behind it:
"People do not buy from salesmen who are bad-mannered. They buy from salesmen who are charming. Nobody has to buy anything from you at anytime, unless you make him want to buy your good manners and charm."
He also has something to say about being interesting:
"You cannot bore people into buying from you. You can only interest them in buying from you."
Although many salesmen dread the talkative prospect, Ogilvy does not. He welcomes him, because: "A talkative prospect is a good thing. The dumb prospect is too often equally deaf."
The Most Powerful Selling Word
J. J. Range, who was one of the early selling giants for John H. Patterson's cash registers, contributed one thing to salesmanship which will make the profession forever in his debt.
He was the first man to discover the power of the little word why.
Salesmen today, of course, are taught in every course to use the word to handle any selling situation. If the prospect doesn't buy ask him why, if he says the price is too high, ask him why he thinks so; if he puts you off till the next trip, ask why.
By that one little word you can put the prospect on the defensive and keep him there.
And now there is a newer use of the word why. Its champion is Dr. George Crane, Chicago psychologist. He calls it the reversible why," says it is twice as powerful as the word why alone.
The trick in using it, says the Doctor, is to be ready when the prospect asks you why, to ask him why he asks you why.
This matter seems a bit of semantic involvement, but actually it is simple -ask the prospect why he asks you why.
He Picques Their Curiosity
The toast of today's insurance world is Elmer Leterman, whose sales methods have been widely copied by many salesmen, not always successfully because they fit Leterman's personality better than the imitators'.
One of his interesting ways to get in to see a prospect has little to do, apparently, with Leterman's call. It consists of an aphorism, scribbled on a sheet of paper, and sent in alone, no card or other identifying mark. Here is one example:
"The Most Underdeveloped Territory In America Is Under Men's Hats -Elmer Leterman."
Whether it's to see what kind of a screwball would send in a message like that or because the prospect agrees with the message or because it's a challenge, almost nine prospects in ten invite Leterman in.
He has a wide repertory of aphorisms which he writes up in his spare time and goes about sharing with logical prospects. Another great salesman of another time, Diamond Jim Brady, used a similar dodge: he was wont to etch his name on the plate glass top of a prospect's desk with his diamond ring; not a practice to be recommended for every salesman.
The main thing, though is be different enough to attract attention.
Cut out this article and future articles and place them in your business file for further reference.
All rights reserved. FEBRUARY 1966 CHARLES ROTH
MASONRY
February, 1966