on back porches or over telephones or across counters has the same basic principles of using good sales language.
A good rule to practice is: Learn the other fellow’s objections beforehand, and have your replies ready-made! A Few Examples Here are a few “Tested Answers” to laundry objections: OBJECTION: Laundry companies lose things. ANSWER: Regal uses the new four-way checking system employed in the United States mail offices. OBJECTION: Laundries wash my clothing with other people’s. ANSWER: Regal places your laundry in INDIVIDUAL PULLMAN TUBS, and it never comes in contact with anyone else’s laundry. OBJECTION: Laundries are hard on clothes. ANSWER: We use Palmolive Soap Beads in soft water, which is more gentle to your clothes than the ordinary hard faucet water at home. There is always an answer to every sales objection, and if you will sit down quietly by yourself and tabulate all of the resistances you feel the other person will give you, and then devise the ready-made answers you will use, you will find that the sale will begin for you with the first objection. So a good sales motto to follow is this: Get the resistances in advance; then prepare the answers you will use and have them on the tip of your tongue for ready use at the first sign of the objection. The Man At Your Back Door The man who calls at your back door to interest you in his laundry, milk, bread, or any other service is aware of the Rule of Ten Seconds. He is allowed ten seconds to tell you who he is and the purpose of his call. One effective Regal Laundry approach was to rap on the back door and, holding a man’s freshly laundered shirt in full view, say to the woman when she responded: “This is a sample of the way the Regal Laundry is cleaning shirts for many husbands in this neighborhood.” The salesman immediately reverts to the question-mark principle to qualify his prospect, and says: “Do you launder your husband’s shirts or send them out?” She tells him, and regardless of the reply, the sale is on its merry way. (Wheelerpoint 4, “Don’t Ask If – Ask Which!”)
P. 134
Powered by FlippingBook