Masonry Magazine April 1970 Page. 24
SMOOTH SELLING
by George N. Kahn, Marketing Consultant
CLOSE THE DEAL AND EXIT QUICKLY
Some salesmen are afflicted with an ailment I'd like to call "lingeritis." The illness can be fatal to a sale but fortunately there is a sure cure for it. In fact, the "patient" who follows instructions can make a very fast recovery.
But first let's examine the symptoms of "lingeritis."
Salesman Sam Smith has just closed a deal with one of the toughest buyers he has ever met. Victory followed one of Sam's most brilliant presentations and he is basking in the glow of self-acclaim.
Sam also has a warm feeling for the customer. The man, who had seemed so forbidding an hour ago, strikes our hero as downright gracious and kindly.
The salesman is so overcome with it all that he can't seem to leave. He lingers in the buyer's office, hoping thereby to show his gratitude for the order. He lights up a cigarette and pours out his feelings.
Sam has an advanced case of "lingeritis."
"Doesn't sound so bad," you say? Well, let's see what happens.
As Sam chatters on, Mr. Brown, the purchaser, is beginning to have some thoughts about the deal: "Fifty dozen cabinets is a lot to buy from one outfit. That other company-the one in Ohio also had a good line. Maybe I should have split the order. 1 caved in too easily for a guy who is supposed to be tough."
The thought is father to the deed. "You know, I've been thinking it over," Brown interrupts. "I believe it's better to give half this order to the Green Company. We ought to give our customers a choice."
A few seconds later Sam is rewriting his order, his heart heavy and his brain numbed in disbelief.
Don't take it so hard, Sam. It could have been worse. You could have lost the entire order.
Sam, of course, stayed too long.
After writing up the order, he should have said "thank you" and left. The buyer's acceptance was the salesman's cue to be on his way. The latter has nothing to gain and everything to lose by hanging around.
This happened to me in my own selling career. Anxious to show my appreciation to the buyer, I couldn't bring myself to leave a certain office. While I strove to make small talk the customer suddenly remembered that he was supposed to look at a rival line the next day. I wound up by tearing up the order form since he said, "it wouldn't be fair to buy without seeing what the other fellow has got."
Exit With Style
I've been giving you vivid examples of what happens to the salesman who overstays his visit.
This doesn't mean, however, that you have to flee the buyer's office like a burglar after closing the sale. Make your exit smoothly and with style. Leave a lasting impression in his mind. Thank him warmly for the order and reassure him that he made the right move. Let him know that you enjoyed doing business with him and that you look forward to seeing him again.
King For A Day
The salesman, who lingers on after getting the order, is often indulging himself. True, he feels grateful to the buyer, but he is also flushed with his own success to the point of bliss. For the moment he is King. He sees no need to go out and sell more merchandise. He wants to relax in his customer's office and savor his triumph.
This is a shortsighted view. Remember, even if you nail the biggest order of your life, you're still only king for a day. It isn't a lifetime sinecure. The time you spend in the buyer's office chewing the fat (and possibly losing the sale you made), you could be calling on another prospect. There isn't so much time in the day that you can afford to waste it. Make every moment count. One sale doesn't give you permanent security. You can be sure your competitors are not idle while you are making your prolonged exit.
George Blane, a salesman of financial management services, said that he always intensifies his efforts after a big sale.
"My natural tendency is to goof off after a big one," he explained. "That's why I try doubly hard that same day to score again. I actually force myself to continue as if nothing had happened. I'm afraid that if I let down once it will become a habit."
The policy, incidentally, has made George one of the highest earners in his field.
On Invitation
There are times when you may be invited to stay by the customer. He may want you to meet others in the firm or perhaps to have lunch with him. He may even desire to discuss future business.
If you can spare the time, by all means go along with the request. Of course, there is still a danger he may renege on the order, but it's a chance you must take. The time you spend with the buyer may give you a permanent entree into that company. It could lead to a friendship that will mean business for years to come.
If you can't spend the time, decline with thanks and ask for a rain check.
And that's the story of the disease called "lingeritis." Do you think you have it? Let's find out. If you can answer "yes" to at least eight of these questions, you'll get a clean bill of health.
1. Do you leave shortly after getting an order?
Yes No
2. Do you leave graciously, with thanks to the buyer?
Yes No
3. Do you take a pleasant leave even if you don't get an order? Yes No
4. Are you considerate of the buyer's time?
Yes No
5. Do you usually recognize a buyer's desire to dismiss you?
Yes No
6. Do you keep on at top effort after getting a sizable order?
Yes No
7. Do you keep your composure after losing an order?
Yes No
8. Do you accept a buyer's friendship when offered?
Yes No
9. Are you aware of the importance of timing in salesmanship?
Yes No
10. Is selling time precious to you?
Yes No
11. Do you use your time wisely?
Yes No
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 ceples (of each article) 50 cents cach
10 to 45 coples of each article) 37% cents cach
50 to 32 coples of each article) 30 cents each
100 or more copies (of each article) 25 cents cach
The entire series may be pre-ordered or individual articles may be ordered by number
orders to the George N. Kahn Co.. Marketing
New York, N.Y. 10010.
Listed here are the tites of the first 24 lessons in the "Smooth Selling"
Sales Training Course,
1. The Salesman is a V.L.P.
3. Get Acquainted With Your Company
2. Are You A Salesman?
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
5. Resting Between Rounds
19. The Competition
11. Taking A Risk
12. Playing The Short Game
13. Selling An Idea
14. Buying Committees Are
Here To Stay
15. The Automated Salesman
16. Samples Can't Talk
17. The Unexpected Letter
18. Prospect or Perish
19. How To Dislodge A
Prospect From An
Existing Supplier
20. Making Salesmen of
Customers
21. Repeat Orders Are Net
Accidental
22. Room At The Top
23. You Must Give More To
Get More
24. Running Into The Rude
Buyer