But Don’t Let Him Say “No” Marshall Field would always start his trading with salesmen by asking questions, and they were usually questions that got “Yes,” not “No,” answers. He thus learned what was on the other man’s mind first, and soon had plenty of knowledge on which to trade afterwards. Emil Ludwig says of Napoleon: “Half of what he achieved was achieved by the Power of Words.” While at the Pyramids, Napoleon said to his army, “Soldiers, forty centuries are looking down on you!” (He was selling the “sizzle.”) He would say, “I will lead you into the most fertile plains of the world. There you will find flourishing cities, teeming provinces.” Another of Napoleon’s sayings is, “You will return t o your homes, and your neighbors will point you out to one another saying, ‘He was with the army in Italy.’” Napoleon knew the simple art of saying the right thing. He talked about the other person, and would never give his men a chance to say “No” by asking them, “Do you soldiers get enough to eat? Are you satisfied with war?” According to Elbert Gary, “The average man talks too much, especially if he has a good command of language.” Do your share of the talking only. Let the other fellow talk once in a while. Use questions on him – leading questions that get him talking. Not questions that invite a negative response. Remember the rule: Don’t let the other person say “No.” “Bringing Up The Subject” Very often in the course of persuading the other person you are forced to close the matter for the time being, leaving the situation open for further discussion, or a “call - back,” as it is known in salesmanship circles. The careful interviewer is alert not to “close the incident for all times.” To avoid thi s possibility he usually ends his initial call on his prospect voluntarily with some such statement as this: “It is not necessary for you to make up your mind today. I don’t want to rush you. Suppose we drop the matter now, and take it up at another meeti ng?” This is often good technique. Few people like to be rushed into a deal, regardless of how small it is. They want time to “think it over,” and if you are the first to suggest they “think it over,” you have won a point in your favor. Therefore, be the first to suggest postponement of an interview, if postponement is inevitable.
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