Chapter 9 Your First Ten Words Are More Important Than The Next Ten Thousand You have only ten short seconds to capture the fleeting attention of the other person, and if in those ten short seconds you don’t say something mighty important, he will leave you – either physically or mentally!
EVERYWHERE YOU go you read a sign that says, “Don’t write – TEL EGRAPH!” There is a definite reason for this slogan, and for choosing it as our second Wheelerpoint. No matter how busy a man is, when a telegram arrives it gets his immediate attention. The sender was forced to boil into ten words the entire “sizzle” of h is message – so his story was told in ten seconds, and naturally “rang the bell.” Little Willy wants an extra slice of bread and jam; Big Brother wants the car for the evening; Dad wants to go out and play cards with the boys; and Mother wants a new hat. Uncle Joe is planning a sales program for a new cosmetic; Sister Sue wants her beau to take her to Bermuda on their honeymoon; and around the corner the preacher is planning a visit on the household to make it church-conscious. Their first ten words will be more important than their next ten thousand! The Right Combination Everybody in the office knows the numerals on the dial of the safe, yet only a few know the COMBINATION of those numbers that will unlock the safe and reveal the riches that lie therein. So it is with selling. Every salesman knows the many “sizzles” of his product – he knows the numerals inside his sales kit, but what he often doesn’t know is the RIGHT COMBINATION of those selling words to make people buy. One thing is certain – he mu st boil his “sizzles” down to the fewest possible and his sales talk to the least number of words to get the big message across properly to the other person. This we learned in the chapters on the five Wheelerpoints, but for a moment now let us see the psychological reasons that underlie these Wheelerpoints. It is interesting to know why something happens as well as to know that it happens.
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