Selling Electric Light Bulbs
Completing some of the other outstanding examples at the Hecht Company, let me sum up how seven hundred extra electric light bulbs were sold one July by the simple sentence:
“It will make the new shade even prettier!” (Y)
And twenty out of a hundred people shopping in Sears, Roebuck in Cleveland, according to Jack North of the Electrical League, bought when this simple sentence was used as an opening wedge:
“Are you in the kitchen much, Madam?”
When the customer asked why, the salesperson advised a 100 or 150 watt lamp because, “You can read the smallest print in a cookbook.” (X)
The mousetrap will ALWAYS spring at psychological moment, if you bait it with the right “sizzles” – those that fly by the cold logic of the customer and move him emotionally!
When the Paris Garter people wanted to sell suspenders, they created one that would not slide off the shoulder. According to Joseph M. Kraus, they used the single sentence, “Can’t SKID OFF your shoulders,” and went from third place to the industry first!
Don’t forget these three basic buying motives: self -preservation (X), romance (Y), and money (Z). They’ll make money for you, if you let them.
Remember that the HEART is closer to the customer’s pocketbook than is his BRAIN!
The Selling Word Is Mightier Than The Price Tag.
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