P. 9 The Barn Has a Double Lock .......................................................................48 Selling Pie A La Mode ..................................................................................... 49 The Exclamation Salesman is Gone .......................................................... 49 When You Are “Lost For Words” .................................................................50 The Story Of Butter ........................................................................................ 50 The “Your Opinion” Approach ......................................................................51 Chapter 11..................................................................................................................... 52 The technique of Getting Signatures ............................................................ 52 Don’t Ask for Signatures – But “Approvals” ...............................................53 Use “When,” Not “If” .......................................................................................... 53 Howard Dugan Goes To Town .........................................................................53 Win Decisions – Not Arguments .....................................................................54 Don’t “Overanswer” Objections ......................................................................55 Respect The “Know -It- All” ...............................................................................56 Chapter 12..................................................................................................................... 57 The Art of Closing ............................................................................................... 58 Don’t Side -Step Criticism .................................................................................59 Chapter 13..................................................................................................................... 61 When The Buying Signal Comes ....................................................................61 The Art of Quoting Price ...................................................................................62 Avoid “Price” Too Early ...................................................................................... 62 Weekly Payments Seem Less ..........................................................................63 Sell “Savings,” Not “Cost” ................................................................................63 Help Customers Make Decisions ....................................................................64 “Why Do You Think The Price Is High?” ...................................................... 64 Chapter 14..................................................................................................................... 65 “Tested Selling” in Groceries ...........................................................................65 Selling Office Space ............................................................................................ 66 Winning Social Arguments ...............................................................................66 Times When You Want A “No” ........................................................................67 Chapter 15..................................................................................................................... 72 “Hell” – Once World’s Greatest Fear Appeal ..........................................72 “Quick Relief” – The Drug Store’s Best Words ......................................73 Making Up Your Mind ..................................................................................... 74 A Sell-Out In Tooth Brushes ........................................................................75 A Counter Sign That Sells ............................................................................75 The “He - Man” Appeal ..................................................................................... 76 Let Them Pour Their Own ....................................................................................77 The “Rule Of You” In Hot els ................................................................................78 Selling Glasses Of Bubbles ..................................................................................78 Finding The “First Timers” ....................................................................................79 The Technique Of The Doorman ........................................................................80 Which Type Are You? ............................................................................................. 80 “Listening A Little Closer” ..................................................................................... 81
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