“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! Win Decisions – Not Arguments Win decisions – not arguments. Never disagree with a customer who offers an objection. Tactfully inform him he is wrong. When you show the customer you welcome objections, you disarm him. Never let the customer feel that you are irritated by questions and objections. Welcome them – with a confident smile. A woman may look at a vacuum cleaner and say, “Doesn’t it use a lot of electricity?” Then you should say, “You might think so, because the suction is so powerful; but, in fact, it uses little electricity.” You have tactfully informed the customer the instrument did NOT use much current. If you had said, “Of course it doesn’t use much electricity,” you would have become tangled in an argument. If the customer says, “It looks heavy to me,” don’t say, “Heavy? Of course not.” Instead say, “It does LOOK heavy, but feel how light it is.” Seem to agree, but bring the prospect diplomatically around to your way of thinking. Don’t “Overanswer” Objections Don’t offer a long explanation in answer to an objection, as you will incite suspicion in the other person. Meet the objection swiftly and with few words. A brief answer gives the prospect less opportunity to “come back,” less to hang an argument onto! The longer you talk, the more time the person has to think up new objections. Keep the other person talking, and you do the thinking. Get the person to talk by asking him questions about what you are selling, such as: “Which do you prefer?” “Do you like this color, or this?” “Is this the size you need?” “This is built solidly, isn’t it?” “This feels smooth, doesn’t it?” Keep the customer “yes-ing” you – not “no-ing” you. The know-it-all customers must be handled carefully. Agree with them, and say: “Since you know so much about this, I am sure you will agree this is the best make, won’t you?” “You are a sensible buyer, and I know this will please you.” “This is the kind you seem to like.” Don’t let the know-it-all get you into an argument. Win the decision – not the argument. Be a “Yes, but – “ salesman. Say “Yes,” and then bring up the “but.”
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