* Apologies to Western Union
Summary of Wheeler Point 2
A good sales presentation consists of as few words as possible. If you hem and haw the “sizzle,” you will make few sales, for your prospects will walk away from you or complain that you are high-pressuring them! YOUR FIRST TEN WORDS ARE MORE IMPORTANT THAN YOUR NEXT TEN THOUSAND! Therefore, make your FIRST words make FIRST impressions by not STAMMERING and STUTTERING when you face your prospects. They make “snap judgments” of you and the merchandise by “sizing you up” with your first ten words. First you use judgment in picking the right “sizzle,” and then you fit it to the prospect at hand. You dres s up the “sizzle” in a ten -second message and practice Wheelerpoint 2, “Don’t write – TELEGRAPH.” The technique that goes with what you say will then come to you naturally and easily, as we shall find in the next Wheelerpoint.
P. 17
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