Page B6-The Chronicle, Thursday, Ai
Good salesmen I
make choices |
for a client
By DR. CHARLES W.
FAULKNER
Syndicated Columnist
Most people who are presented
with a sales pitch would buv the
product if the salesman would
subtly suggest that they had
already made the decision.
This is the case because few
people have definitive hardlines
about any issue. They are waiting
to be persuaded by you to make
the purchase.
For instance, after you have
described your product, you can .
say, "What's your address?"
This indicates that the decision to
buy has already been made and
they will usually succumb. Suppose
a client says that he wants to
ask a few more questions before
molf ino am/ rlo^icirtn ?/-\ Km/1) Vr*n
IIUIMII5 Mil J UWVMIV/II IV/ uuy 1 uu
can say, "Fine. 1 *11 be delighted
to answer any question that you
might have."
If the client says that he does
not want to purchase the item,
ask for his address and say, "I
appreciate your kind patience
and because you have shown such
interest, I would like to send you
some materials that I just know
you'll enjoy." Never allow the
client to have the last word and
get off free.
If there is ever a pause during
your delivery, when the client is
still making up his mind, fill the
space by making the decision for
the client. You can break the
silence by saying, "I'm certain
that your family (or you) will
really enjoy this product. How
many would you like?"
If your client becomes defensive
and reluctant or afraid to tell
you that he does not want to purchase
your product, you can say,
"How would you like to order?"
Many people are afraid to say
"no" because of their own personal
insecurity and their fear of
hurting your feelings. As soon as
you spot this insecurity, take
charge. You might say,"I can (or
will) deliver the product immediately.
Will someone be at
^ yourhome today to receive the
merchandise?"
If your client makes a negative
comment about your product,
you can say, "You are a very
observant person. Our product,
however, is superior in many
ways. Let me tell you a few of
them ..." Never instill conflict into
the discussion or insecuritv in
to the client. Make your client
feel good by complimenting him
on his remarks, then proceed
with your presentation as though
the criticism is insignificant.
Everyone is insecure to some
degree. Your plan is to locate the
insecurity and pacify it.
For instance, if the client is
physically unattractive, tell him
that his necktie is just like the one
that your wife bought vou. Then.
immediately proceed with your
sales pitch. If the client is
argumentative, compliment him
on his intelligence. Then, continue
with your sales pitch.
Never g.. s
become involved in your presentation.
Try to be emotionally unmoved
by the responses of your
client. You are in this business to
make money, not to have your
ego re-enforced. Your objective
is to sell your merchandise and
anything short of blatant
dishonesty is acceptable. You
must always stay in charge and
on top of the interaction with
your client. Do not let the client
sell you a refusal to buy your product.
After all, you are the
salesman, not the client. *
Every individual is a prospective
purchaser of your product.
The word "no" is never a
definite response to a sales pitch.
Never accept no for an answer.
Be persistent, confident and
knowledgeable about the
psychology of selling and practice,
practice, practice. Good
salesmen can sell anything to
anyone anywhere at any time.
(Inquiries can be directed to Dr.
Charles W. Faulkner, Post Office
Rox 500/6. Washington, D.C.
20004)
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SAVE 36?o Spectrum
10W-30 motor oil t fl>l^
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Special purchase
1!/2-ton floor jack
While quantities A ^^99 Ji^-^?fcp-:""^2
iast 29 lbs ^^
i' i-tone heavy duty floor >ack 99.99 ^0Q|>0
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Limited warranty on muffler for as long /"T^
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if muffler bought installed
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SAVE s20
Muzzier' muffler ,n Groups 24,
For most American- J?1
made cars. % SAVE
insrt?anon extra ^ ^^99
0* a a ^ ' ^ ^ ^ ? - ?
5Mvt *0 on men s Knit sportshiri
Easy-care polyester and cotton mesh sportshirt
featuring cuffed short sleeves. In
assorted solid colors. Q99
Reg. $14.99 ea. O
4 7""
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Underwear SALE 50% OFF socks
Choose soft cotton crew Crew socks of Orl
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briefs. Pkg. of y|99 ?r stripe jl
3. Reg. ^fpkg top. Reg. O pr.
$6.99 pkg. $2.99 pr.
MO OFF Roebucks' for men, worn
Take it easy on your feet at prices that are hard 1
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R?0 129 99-136 99 |
Satisfaction guaranteed kl_
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35.000-mile wearout warrant*
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<1/ AWmjI radial prica prica 'adlal prica pric?
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P155/80R13~~ 49 99 37.50 P215/75R1I 86.99 65.78
P165/80R13 56.99 42.75 P225/75R14 91.99 69.0(
P175/80R13 64.99 48.75 P205/75R15 91.99 64.X
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76 99 ^ 00 ^ P235/75R15 106.99 74 71
30,0tf0-mile wearout warranty
Dynaglass M Fall Sale Oynaglass M Fall Sal#
Salted 30 General price Belted 30 General prica
A/S Cat, price each > A/S Cat, price each
P155/80B12 45.99 24.99 P205/7BB14 66.99 46~8<
P155/60B13 48.99 32.99 P215/7SS14 69.99 48.91
P1B5/80B13 50.99 35.69 P22S/75B14 72.99 49.91
P175/80B13 53.99 37.79 P215/75B15 69.99 48.91
P195/75B14 64.99 45.49 P225/7SB15 72.99 49.91
P185/75B14 59.99 41.99 P235/75B1S 74.99 52.41
Limited warranty against tire wearout
For the specked miles Sears will replace the tire
or give a refund charging only tor the miles used
^ ^epiace Penary free ^
RMKHMMMMMMNMMMNI if fails to a
B\ *Vv- charge Free re- fl
HIT placement for first ^HR
90 days Pro rata
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on Sears 36-month car battery J on Hei
24F and 71. 0?>99 siJS
month car battery with trade-in1. . 39.99 * JLw v*th
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in Fall 84 Gen Catalog While quantities last ' neg.aw.99 m vehick
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Levi's denims. Get that great
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Most items at reduced prices
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All-Season radials
WeatherHandler. Two steel
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Fall 1984 General catalog price
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All-terrain radials
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LT195/75R14 7
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