“Tested Selling Sentences” are never “high - pressure” or “canned” statements – we do not recommend either – but are well-chosen sentences designed to give the prospect the necessary information in an acceptable manner so that he or she can easily and naturally reach the conclusion YOU are aiming for. In every buyer’s mind there is always a “dream” and a “need” whenever he is making a purchase of any consequence. The first thing the seller should do, therefore, is to satisfy the “dream” desire but, secondly, be sure to fill the “need.” The “sizzle” stimulates as well as satisfies the “desire,” but be sure the “steak” came from the right part of a good “steer” or the reaction will be disappointment. A $20,000 automobile will stop if a 10c gas connection fails. A business will stop if the salesman fails to say and do the right thing at the right time. A chain with one link holding fifty pounds, another sixty pounds, and a third three pounds is only as strong as the “pulling power” of the three -pound link, and so it is with your business; it is only as strong as the selling power of your salesmen. What your salesmen do on the firing line, whether it be out on front and back porches, or behind selling counters, or in business offices, determines, remember, the amount of smoke that will come out of your factory chimneys. This smoke is in direct RATIO to the salesmanship of your selling force! Summed up, the philosophy behind “Tested Selling” is simply this: “Don’t think so much about what you want to say as about what the prospect wants to hear – then the response you will get will more often be the one you are aiming for.”
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