Our case histories indicate that Mr. Prospect fatigues when you talk for more than three minutes without letting him talk, without using some showmanship to renew his interest, or without changing the topic. He can concentrate just three minutes; then he wants to talk; he wants to try it; he wants to participate. For this reason we have developed Wheelerpoint 3, “Say it with flowers,” which teaches you to make the prospect a part of your sales show. Our Psychogalvanometer Tests A number of years ago I experimented at Johns Hopkins Univeristy with a psychogalvanometer, known today in police circles as the lie detector, to see if certain “sizzles” would make people respond quicker than others, and we received definite proof that they would. We adjusted the little quartz string to a “customer,” and recited a long sales talk to him or her, and on going over the film afterwards noted wherein we have received mental reactions. These findings indicated a three-minute fatigue point, beyond which the sales talk fails to register efficiently. They also indicated that words affect people physically as well as mentally, and so we offer you our Fourth Wheelerpoint, “Don’t ask if – ask which,” to help you close sales quickly, before saturation sets in! “Lemon” – “Cotton” – “Alum” Take the word lemon . Visualize biting into a nice juicy lemon, and note how your salivary glands will function. Speak the word to somebody, and talk about cutting the lemon. Watch his mouth water . If you want to dry his mouth, ask him to visualize a mouthful of hot, dry cotton. This thought will tend to dry the salivary glands, just as the thought of the word alum tends to pucker the lips of those who hear it. When I was sales adviser to Dave Rubinoff, showman violinist, he informed me how he could move people physically, as well as mentally, with his musical “sales notes.” If he played “Humoresque” soft and low, the ducts in the eyes would water up; the “St. Louis Blues” caused spines to wiggle; “Lover, Come Back to Me” prompted the ladies’ hearts to beat faster; and a Sousa’s march always made the feet of the men beat in time. Such is the EMOTIONAL POWER of word tones on the human system! This accounts for Wheelerpoint 5, “Watch your bark,” because your voice is the carrier of your “tes ted words.” A Good Sales Example Of These Facts As a good example of the fact you have ten seconds to get attention and must tell your story in three minutes before saturation takes place, note this sales talk of L. D. Caulk Company, makers of silver alloy for the teeth.
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