“I Wear ‘Em Myself” Proves Nothing Today Salespeople used to say, “I wear ‘em myself,” and customers would buy, but that statement is too overworked n ow. Besides, the customer today doesn’t want to feel that the salesperson, of all people, will wear or own the same thing he will purchase. The fact that “Mrs. Jones has one” is only of mild importance these days, according to our research behind the counters of such important stores as R. H. Macy & Company, B. Altman, and The May Company stores, although the “testimonial” is still effective if handled delicately. “It’s our biggest seller,” sometimes proved effective, because you do not pin it down on any one person; but it is rather trite. When the street hawker claims, “These combs won’t break, chip, or crack,” he will slam a comb forcefully in front of him, and run a large file over the surface, dramatically “Saying it with flowers” – instinctively applying the B portion of the A and B Rule. Tell the Benefits (A), then give them proof (B), if you want sales to move faster! “Feel” – “See” – “Hold” These are three words that you should have in your everyday vocabulary for ready use in convincing people on the spot for a quick sixty-second close. Get customers to feel the sales package; get them to hold it! Say, “FEEL the fine texture of these stockings!” Or, “Just HOLD this handle and SEE how it fits your grip!” The refrigerator man says, “Try this yourself. See how easily it opens!” The Johns-Manville man tells his prospect that their Rock Wool will keep heat inside the house, and to prove this point he takes the family out into the street. He points to the roof of the house down the street which has Rock Wool Insulation and says, “See the snow on Mr. Brown’s roof? That’s a sign heat doesn’t go through his roof and melt the snow. The snow on your roof, however, has melted because you have no insulation.” This is convincing language to the prospect, and the J. M. Salesman closes by saying, “You are trying to heat the out of doors. Your coal bills must be high, aren’t they? Why the cost of Rock Wool in your home will pay for itself within three years!”
It isn’t HOW MUCH IT COSTS, but HOW MUC H IT SAVES, that counts!
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