Fourth Day ā PUTTING YOUR SIZZLES INTO 10-SECOND SELLING WALLOPS!āYour Approach
āYou must now learn how to express your sizzles in 10 second language. Learn Wheelerpoint Number Two: āDonāt WriteāTelegraph!ā Learn other ātricksā of a star salesman, such as the calling card and the handshake.ā
YESTERDAY, you learned about sizzles, Whizzles, and steaks, and by now you should have a good long list of them for testing.
You may already have tested some of them and put them permanently in your tested sales manual.
Fast work! Keep it up! The more conscious you are of them, the easier you can find them.
But you canāt stop there.
Sizzles and Whizzles are a great beginning for your manual but only a beginning.
Today, youāll learn how actually to use them in your selling technique. Youāll build another part of your sizzling tested sales manual.
Parade Your Sizzles and Whizzles
The steak may sizzle, but if it remains in the kitchen, it canāt sell itself.
So the waiter parades it across the room, where in ten seconds you can smell it, see it, hear itāand drool for it!
All in ten seconds.
Perhaps the fastest known selling in the world!
So take a good tip from the waiter, and now that you have a long list of sizzles, Whizzles, and steaks, start to parade them fast.
Put them into quick selling sentences that, like the waiter, will parade them out before the customer. Out where they can sell him fast.
Put them in your first ten words so that the customer says, āHey, that interests me. Canāt you tell me more?ā
These are ābutton holingā sentences.
Sentences that button hole interest. That make the customer sit up and take notice.
There is an art in saying something simple. And in a hurry.
The art of button holing sentences. This is the art in the selling approach, and today, youāll learn this art.
Wheelerpoint Number Two
Yesterday, you learned Wheelerpoint Number One for making a sale fool-proof and faster: Donāt sell the steakāsell the sizzle.
Now comes Wheelerpoint Number Two: āDonāt writeāTelegraph!ā
By this I mean, your first 10 words are more important than your next 10,000!
In fact, if your first 10 words arenāt the right words, you wonāt have a chance to use the next 10,000.
If the customer doesnāt walk away, he will leave you mentally.
So you must learn the art of verbal short-hand.
You must learn how to speak telegraphically.
In the first 10 seconds, you must speak 10 words of such power that the other person jumps, mentally, to their sound.
The Important First 10 Seconds
The first 10 seconds of your approach are the most important things in your lifeāfrom your approach to a customer, to a neighbor, to a friend, to a gal!
Because in the first 10 seconds people form snap judgments of you, and if their judgment of you isnāt favorable, you have 10 strikes against you.
It is unfortunate that people do form snap-judgments of you, but you canāt correct this failing of people. But you can go with the tide.
Donāt buck this common habit of snap-judgment.
Join with it. Let the tide float you down the stream, by having a few ready-made approaches always on the tip of your tongue.
Say Something Simple
The simpler the approach is, the better.
If the other person must look perplexed and think too hard on what you said, your approach will fail.
Say something simple. Imitate the Readerās Digest salesperson who raps on your door and says, āIām from Readerās Digestādid you read this condensation in this monthās issue?ā
Bingo! A sale is underway in 10 seconds!
Donāt Use Trickery
A good approach never uses trickery.
Selling may employ tricks, but not trickery.
Tricks help you learn. They are for your benefit.
Teachers use tricks.
Trickery deceives you; it is for the benefit of the trickster only.
Trickery can be used just onceāthen you must leave town!
Deceptive high pressure approaches have gone with the cigar, derby, and gold plated fountain pen style of selling.
Low pressure selling is here; sincere selling; scientific selling.
āMay I have the serial number of your vacuum cleaner?ā got the man in, all right, but when he started to sell a new one, out he went with a broomās end for his end!
āIād like to clean one rug and one piece of furniture free, to show you our new cleaner, Mrs. Jones,ā is a neat approach, one that can be used in 10 seconds, that offers something worthwhile and free, with no trickery.
This Hoover Company approach works without trickery.
How to Find Good Approaches
Knowing a lot about your prospectās needs, is a good way to find an approach. You might open up along this line:
āI have made a study of your office equipment, Mr. Smith, and want to show you how to save five man hours a day. It will only take a few minutes. May I tell you?ā
Few men will cut you off on thisāwhether it is a telephone approach for an appointment, or a cold canvass call in his own office.
The American Airlines man, to sell his travel plan, says, āIād like to discuss your last flight to Chicago.ā
This interests the prospect: āHis last flight? What happened on it?ā
To which the salesman says, āYou paid cashāyou didnāt have to.ā
More interest on the prospectās part.
Then the salesman explains the travel credit card the man can have, āTo charge not only your airplane fare, but for any Hertz car you might rent, and to use in many hotels as a credit card.ā
Such an approach shows a real knowledge of the prospectās problem, and its effectiveness begins in the first 10 seconds.
Study Your Own Product or Service or Plan
Go over the sizzles in your product, or service or plan, and see which sizzles might be put into a custom-made approach for a particular sale.
Try to find exclusive sizzles, those the other salesmen canāt talk about, as you learned yesterday. Put these into exclusive approaches.
āMy nylons, Mr. Dealer, are packed three to the box. So the customer has a spare in the same col...