Masonry Magazine February 1968 Page. 10
SMOOTH SELLING
by George N. Kahn, Marketing Consultant
YOU CAN'T FIRE WITHOUT AMMUNITION
A well-prepared salesman inspires buyer confidence.
Every move you make in a prospect's office must reflect thorough organization and planning. The way you handle a presentation or demonstration will often determine whether you get the order or the brush-off.
One way to be convinced of the value of preparation is to be on the buyer's side of the desk. This happened to me recently when I purchased a transistor radio.
The salesman handed me an expensive model reputed to be one of the best in the world. But there was just one thing wrong when I turned it on: The radio would not play.
The clerk, flushed with embarrassment, grabbed the instrument from me and started fiddling with it. He was so nervous he dropped the radio while trying vainly to get the case open. I was rapidly losing confidence in both the transistor and the salesman.
In desperation, the man finally summoned over another clerk. The latter took one look at the radio and then fixed it with such speed and dexterity that it was a pleasure to watch him. The only thing wrong with the transistor was that the battery was upside down.
What impressed-and sold-me was that the second man knew what he was doing. The first salesman obviously had never even tried to learn how this product worked. It had apparently never occurred to him that even reputable merchandise needs expert presentation.
The Buyer's Viewpoint
When you make a call unprepared, you're not only abusing the hospitality of the buyer, but you are costing him valuable time. He has given you an audience because he hopes you can help him. A fumbling, maladroit sales talk will send you out of his office without an order.
1967 George N. Kahn
One of my first customers taught me a lesson I never forgot. I was young, brimming with enthusiasm, but I counted too much on exuberance to carry me through.
This buyer, a man about 60 years old, heard me out. Then he looked at his watch.
"Young man," he said, "you've taken up a half hour of my time with no profit to me and certainly none to you. You'll be permitted one more visit here, but next time you will have only 15 minutes to make your presentation. If it isn't any better than today's, you will not be welcome here again."
I resented the way he talked to me, but later I decided the man had done me a favor. I spent the next two weeks boning up on every facet of his company and the application of my product to his special needs. I went back to the buyer's office and delivered my sales talk in 12 minutes.
The prospect gave me a substantial order.
Avoid Embarrassment
Some prospects may not give you a second chance. But it's a risk you don't have to run if you will devote some time to getting ready for your calls.
Some steps to take:
1. Learn the facts of your company, product, competition and your prospect's firm until they become an effortless part of your sales talk.
2. Rehearse your presentation at home until you can rattle it off without stammering, repeating or nervousness.
3. Plan your sales calls, allowing for flexibility.
4. Make the most of the sales literature and other tools provided by the company.
REPRINTS FOR YOUR SALESMEN this is a condensed version. Each lesson is available in an expanded form, in a 4-page brochure, size 8x11, printed in 2 colors on white glossy paper and is 3-hole punched to fit any standard 3-ring binder. Each subject in this expanded version is fully and completely developed in comprehensive detail and includes a self-examination quiz for Salesmen. Prices are as follows:
1 to 9 copies (of each article) ...50 cents each
10 to 19 copies (of each article) 37% cents each
50 to 90 coples (of each article) 30 cents each
100 or more copies (of each article) 25 cents each
The entire series may be pre-ordered or individual articles may be ordered by sumber address orders to the George N. Kahn Co., Marketing
5. Set goals for yourself so you know where you're going and how you're going to get there.
6. Use your time so that you do have the hour or two to prepare your sales talk.
Memory Is Not Enough
In memorizing your sales talk, don't become a robot. The trouble with many rote-learned presentations is that they sound stilted and canned. Get away from the monotone approach; practice voice inflexions, change of expressions, etc. that will enliven your talk.
Make sure there is a pause or two in your speech to allow the customer to cut in. He may want to give you an order. Also, don't become so wrapped up in your presentation that you forget about the buyer's problems.
Almost everything on a sales call can be anticipated. There is very little that should surprise you if you are prepared. With proper backgrounding, you can ad lib your way through any situation.
To start you off on the road to good sales preparation, here is a short quiz. If you can answer "yes" to at least nine of the questions, you are getting along well with your homework.
Sales Ammunition
1. Do you devote some part of your day to preparing your calls? Yes No
2. Do you gear your sales talks to the prospect's needs?
Yes No
3. Do you practice your presentation before a mirror or your wife? Yes No
4. Does your talk contain more facts than oratory?
Yes No
5. Do you have a set goal in life?
Yes No
6. Do you give the prospect a chance to interrupt your talk?
Yes No
7. Is your day planned? Yes No
8. Are you completely familiar with your company story and product line?
Yes No
9. Do you feel sure of yourself before a buyer?
Yes No
10. Do buyers seem glad to see you?
Yes No
11. Are you glad to see them? Yes No
12. Would criticism of your presentation cause you to try and improve it? Yes No
Consultants. Sales Training Division, Department TP, 212 Fifth Avenue, New York, N.Y. 10010.
Listed here are the tites of the first 12 lessons in the "Smooth Selling" Sales Training Course,
1. The Salesman is a V.L.P.
2. Are You A Salesman?
3. Get Acquainted With Your Company
4. You're On Stage
5. You Can't Fire Without Ammunition
6. You Are A Goodwill Salesman, Too
7. Closing The Sale
8. How To Set Up An Interview
9. Relaxing Between Rounds
10. The Competition
11. Taking A Risk
12. Playing The Short Game
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