By H. W. Hoover President, The Hoover Company
For the past ten years it has been the sole business of Mr. Wheeler and his staff of word consultants to survey and analyze selling words and techniques. I understand that to date they have tested over 105,000 words and word combinations on upward of 19,000,000 people. I know that in the Hoover Company certain words and techniques used by our salesmen have proved fundamentally sound. In case after case I have seen them work with almost mathematical precision. Your salespeople can be the strong or the weak link in your company’s sales chain. If one link of a chain will hold fifty pounds, another thirty pounds, and another six pounds, altogether the chain can support only six pounds – the “holding power” of the weakest link. It is like building a beautiful $20,000 automobile. You can have the finest steel body that engineers can create; a powerful twelve-cylinder motor under the shiny hood; smart looking upholstery, strong, sturdy tires, and a tank filled with high- power gasoline, yet the automobile will fail to start if some comparatively insignificant part in the ignition system fails to function. So it is with a manufacturer, distributor, or retailer. He can employ high-salaried executives to direct his business; he can staff his organization with the best creative, merchandising and advertising brains, yet his ultimate success is in the hands of his sales organization. It is the salesman who is the real boss – the real cog in the machine. What he says and does as he faces his prospects and your customers is vitally important to the success of your business. And his success depends, to a great extent, upon the words he uses in the field of selling. The best- looking merchandise, as Mr. Wheeler says, won’t sell itself – and the best- looking dotted line won’t sign itself – without the intelligent persuasion of a salesman’s words, backed up by so und selling techniques. It is Mr. Wheeler’s purpose in this book to help the salesman by showing him how to add forceful sales words and techniques to his regular selling vocabulary so that he will always have complete command over any selling situation that confronts him.
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