Chapter 32 Summary Of The Five Wheelerpoints
DURING THESE YEARS of building the word’s first and only Word Laboratory wherein sales talks are manufactured and then tested, I have often been asked for our formula in putting words together with their techniques into sales presentations, and for the first time in this book I have given you these principles. Let’s review them quickly: WHEELERPOINT 1. Don’t Sell The Steak – Sell The Sizzle! The sizzle has sold more steaks than the cow ever has, although the cow is of course might important. Hidden in everything you sell are “sizzles.” The “sizzle” is the best se lling argument. It’s the bubble in the wine; the tang in the cheese; the whiff in the coffee. Look for the “sizzles” in your sales package and use them first to get the sale started – so you will have a chance to follow through. The first thing the pr ospect asks himself about what you are selling is, “What will it do for me?” You must put on your “sizzle specs” and look at your product through his eyes so you can answer this big question. Being able to say “you” instead of “I” is what I call “YOU -ABI LITY.” By developing “You - ability” you soon learn how to find “sizzles” and how to fit them to each prospect in tailor-made fashion – and in the order that the prospect, not you, considers important! A little old woman was looking at stoves. A salesman wi th a “canned” talk but no regard for his prospect started at the bottom of the stove and outlined each and every “sizzle” to his prospect. He told her about the good paint job; how the stove was high enough to permit a dog to sleep under it; how the enamel wouldn’t chip; how fine cakes and pies could be baked. When he was finally exhausted, the little old woman asked sweetly and simply: “But will it keep a little old lady warm?” The rule to remember is this: What is a “sizzle” to one person may be a “fizzle” or a whole bonfire to another person. Therefore, fit the “sizzle” to the prospect on hand!
P. 158
Powered by FlippingBook