Masonry Magazine March 1969 Page. 16
SMOOTH SELLING
By George N. Kahn, Marketing Consultant
SAMPLES CAN'T TALK
Quite often a salesman is asked to leave a sample with a purchasing agent. The agent may want to examine it at leisure or show it to someone else in his organization, perhaps an engineer. By all means honor this request but don't walk away with the comfortable belief that the sample will make the sale for you. It won't. You must back it up with a solid presentation. The buyer needs more than just the sample to help him make up his mind.
Sample Care
No sample should be left with a buyer unless it is complete and perfect in every detail. A misplaced tag or label, a dirty or soiled part could spell disaster for you. Before you deposit the product with the purchaser, go over it with loving care. Make sure its appearance has maximum appeal.
Not long ago a young man called at our house, selling encyclopedias. He was neatly dressed and well educated. But what impressed me most was the way he handled his sample. He had a volume of the encyclopedia in a zippered velvet bag inside his briefcase. The salesman withdrew the book with near tenderness. The volume was immaculate. The young man leafed through the pages as if each were made of precious material. There was in his presentation a great deal of showmanship, drama, if you like. But it was highly effective. I am now the owner of a new set of the encyclopedia.
The Service "Sample"
The proper use of samples applies as well to the service salesman. A service salesman, for example, should see that his presentations are clear and easy to read. In preparing a proposal, he should make sure that the prospectus answers all probable questions. A prospect wants to know what he's going to get, how much it will cost him and for how long. The same is true of mutual fund selling. The investment plan should be fully laid out so that a child could understand it. This can be done without "talking down" to the prospect.
Talk About Your Sample
Some salesmen have a tendency to let their samples do their "talking" for them even when they are present. The prospect needs some guidance. And he has a right to expect the information to be volunteered by the salesman. Why should he have to pry each detail out of you? If such is the case you could hardly blame him for thinking that you aren't very interested in what you are selling.
Carry Your Samples
By urging you to support your samples with presentation, I don't mean to minimize the importance of the samples themselves. They play an important role in selling that should not be overlooked. Some salesmen avoid carrying samples, especially when they are large or bulky. This is an error. The sample can often mean the difference between success and failure with a prospect. You might get a buyer all warmed up with your sales talk and then have to run out to get the sample. The prospect may be considerably cooled off by the time you return. When you have the sample on hand you can keep his interest at the right pitch for an order. Even going out to your car for the product may break the rhythm of your presentation.
Know Your Sample
You can't do an effective job of showing your sample unless you are thoroughly familiar with it. Don't learn in the prospect's office. Bone up at headquarters or in your home. If you need technical assistance, get it from one of your engineers or production people. A sample will take on a much more glamorous appearance if you "bring it to life." If your talk is convincing and knowledgeable, the prospect will see in the sample the advantages that you do.
Where do you show your samples? This can be an extremely important factor in getting an order. Some buyers will be annoyed if you toss a sample on their desk. Others will be sore if you put it anywhere else. In any event, don't choose a spot that is a poor setting for your product. Make sure that the surroundings enhance your sample. Be fussy about lighting, backdrop, etc. Fine diamonds are not displayed in a cigar box by a jeweler. They are appropriately exhibited on rich velvet.
Suggest to the buyer that he handle the sample. There is something almost magic about touching a product. Getting the "feel" of it will arouse his desire and help you close the sale. Handle it first yourself and then invite him to do the same. It's a sound idea to keep talking while he's holding the product. This will make him conscious of the sample's style and quality. Sometimes it's a wise policy to leave a sample with the buyer whether or not he asks for it. You may have been pressed for time during the interview and were unable to get your full message across. The buyer may have been distracted and did not absorb all your points. There may not have been a convenient location for showing your line.
Outside Showing
You may have to show your samples in a hotel suite or temporary showroom. In this instance you are the host and should perform accordingly. Make sure the buyer is comfortable when he views your products. Take care to see that the lighting is adequate and, if possible, flattering to your line. Provide a handsome setting for your samples so that they stand out.
If the buyer is on the fence, why not suggest that he take a sample back with him. If the product is large, some arrangement can be worked out to ship it to him. I wouldn't do this for anyone off the street but if the prospect is reputable you are safe in letting him have the sample for a few days. Samples are easy to replace but customers are hard to get.
How about your sample technique? Is it working for you? Here's a gauge to help you sell. If you can answer yes to seven or more questions you have little to worry about in this phase of selling.
1. Do you leave samples with buyers who ask for them?
Yes No
2. Do you sometimes suggest leaving them even if there is no request?
Yes No
3. Do you make sure the sample is in tip-top condition, tags in place, etc.?
Yes No
4. Do you carry samples, no matter how bulky?
Yes No
5. Do you know your product so well you can demonstrate it without a hitch?
Yes No
6. Do you handle your samples with loving care?
Yes No
7. Are your outside showings enhancing your product?
Yes No
8. Do you encourage the purchaser to handle the sample?
Yes No
9. Are your samples displayed to best advantage?
Yes No
10. Do you believe it's worth losing an occasional sample to gain a customer?
Yes No
REPRINTS FOR SALESMEN this is a condensed version. Each lesson is available in an expanded form, in a 4-page brochure, size 816x11, 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 quis for Salesmen. Prices are as follows:
1 to 9 copies (of each article) 50 cents each
10 to 49 copies (of each article) 37% cents each
50 to 99 copies (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 number address orders to the
George N. Kahn Co., Marketing Consultants, Sales Training Division, Department TP, 212 Fifth Avenue, New York, N.Y. 10010.
Listed here are the titles of the first 24 lessons in the "Smooth Selling" Sales Training Course,
1. The Salesman is a V.I.P. 8. How To Set Up An Interview
2. Are You A Salesman? 9. Resting Between Rounds
3. Get Acquainted With 10. The Competition
Your Company 11. Taking A Risk
4. You're On Stage 12. Playing The Short Game
5. You Can't Fire Without 13. Selling An Idea
Ammunition 14. Buying Committees Are
6. You Are A Goodwill Here To Stay
Salesman, Tos 15. The Automated Salesman
7. Closing The Sale 16. Samples Can't Talk
When ordering, please mention the name of this publication.
17. The Unexpected Letter
15. Prospect or Perish
19. How To Dislodge A
Prospect From An
Existing Supplier
20. Making Salesmen of
Customers
21. Repeat Orders Are Not
Accidental
22. Room At The Top
23. You Must Give More To
Get More
24. Running Into The Rude
Buyer
masonry • March, 1969