“Why $1.50 per week is only about two dimes a day. You spend that much for knick- knacks, don’t you?” Don’t Ask for Signatures – But “Approvals”
So many people have “signed papers” and got into difficulties that the expression “Sign your name” is one to avoid.
How much better it is to say: “Place your approval here, sir.” “This is the place for your O.K.” “Just put your initials here.”
Don’t suddenly reach for a fountain pen. You’ll give your prospect a fright! Get the pen and order pad out EARLY in the sale, so that the prospect will be accustomed to seeing it. Get it into their hands, if possible. One Hoover man does it by putting dirt from the floor on the order pad and rubbing it with his pencil, saying: “Hear the grit? It is ruining your rugs.” He puts the pad and pencil into the prospect’s hands for her to “test” the dirt and hear the grit. The pad and pencil is “planted” early in the sale for the signature – for the time when the merry-go-round gets in line with the brass ring. Us e “When,” Not “If” Never use the word “if” – say “when”! For instance: WRONG: “ If you decide to buy, I’m sure you’ll enjoy it.” RIGHT: “ When you buy it, you’ll enjoy it!” WRONG: “ If you will go for a demonstration ride … “ RIGHT: “ When you have a demonstration ride … “ “If” is weak! Avoid it. It has “whiskers” on it! It weakens your argument. You admit there is a doubt when you use it. “When” is a strong, positive word. Cultivate it! “If” is negative! “When” is optimistic! Howard Dugan Goes To Town Howard Dugan, former manager of the Cleveland Hotel Statler, now vice president of this hotel chain, recently profited by his “Tested Selling” wo rk with us. It was up to him to renew interest in the Great Lakes Exposition for the
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