How To Make Your Sales Sizzle in 17 Days

Elmer Wheeler

• Editorial: Golden Springs Publishing
• Año: 2016
• ISBN:
  9781787202931
• Categoría: Commerce
• Categoría: Publicité

If you want to improve your present selling ability.....If you need a "brushing up job, " after the past few non-selling years.....Or if you are in another business and feel you want to enter selling.....Then this is the course for you! Read on!If you abhor "long courses" that take months and months.....If the idea of learning how to sell in 17 weeks if you prefer, or 17 days, if you are up to it, appeals to you.....If you have a sales manual that needs modernizing with "Tested Selling Sentences, " or if you want to build one from scratch.....Then read on!This is YOUR QUICKIE COURSE, by America's foremost authority on selling and manual building.Elmer Wheeler is not just a "teacher, " but a doer, a man with a list of clients that reads like a Who's Who of American business.You can practice a chapter a day—or a chapter a week—and learn this amazing new Sizzle Way of selling and manual building that has been used by 247 sales corporations for 19 successful years!Read on!Time is valuable. Few salesmen have much time these days to study. Beginners are busy, too, perhaps on other jobs; yet they want to enter the field of selling.What is their solution?It is this—a short course in selling that is concise, to the point, minus frills and "kindergarten" stuff.Yet a course that embodies everything a salesman needs to know before he makes a call—or before the beginner applies for his first selling job.It is for the salesman with little time, yet a desire to improve himself in 17 ways in 17 days. It is for the beginner who wants to get his first job and hold it. It's for any person, or firm, large or small, who wants to build an up-to-date Sales Manual—and test it out!It's for everybody or anybody who wants to sit at the feet of the Master Salesman, Elmer Wheeler, for 17 days and learn the highlight skills of salesmanship in 17 ways.

Fourth Day — PUTTING YOUR SIZZLES INTO 10-SECOND SELLING WALLOPS!—Your Approach

“You must now learn how to express your sizzles in 10 second language. Learn Wheelerpoint Number Two: “Don’t Write—Telegraph!” Learn other “tricks” of a star salesman, such as the calling card and the handshake.”

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 can’t stop there.

Sizzles and Whizzles are a great beginning for your manual but only a beginning.

Today, you’ll learn how actually to use them in your selling technique. You’ll 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 can’t sell itself.

So the waiter parades it across the room, where in ten seconds you can smell it, see it, hear it—and 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, “Hey, that interests me. Can’t you tell me more?”

These are “button holing” 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, you’ll learn this art.

Wheelerpoint Number Two

Yesterday, you learned Wheelerpoint Number One for making a sale fool-proof and faster: Don’t sell the steak—sell the sizzle.

Now comes Wheelerpoint Number Two: “Don’t write—Telegraph!”

By this I mean, your first 10 words are more important than your next 10,000!

In fact, if your first 10 words aren’t the right words, you won’t have a chance to use the next 10,000.

If the customer doesn’t 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 life—from 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 isn’t favorable, you have 10 strikes against you.

It is unfortunate that people do form snap-judgments of you, but you can’t correct this failing of people. But you can go with the tide.

Don’t 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 Reader’s Digest salesperson who raps on your door and says, “I’m from Reader’s Digest—did you read this condensation in this month’s issue?”

Bingo! A sale is underway in 10 seconds!

Don’t 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 once—then 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.

“May I have the serial number of your vacuum cleaner?” got the man in, all right, but when he started to sell a new one, out he went with a broom’s end for his end!

“I’d like to clean one rug and one piece of furniture free, to show you our new cleaner, Mrs. Jones,” 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 prospect’s needs, is a good way to find an approach. You might open up along this line:

“I 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?”

Few men will cut you off on this—whether 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, “I’d like to discuss your last flight to Chicago.”

This interests the prospect: “His last flight? What happened on it?”

To which the salesman says, “You paid cash—you didn’t have to.”

More interest on the prospect’s part.

Then the salesman explains the travel credit card the man can have, “To charge not only your airplane fare, but for any Hertz car you might rent, and to use in many hotels as a credit card.”

Such an approach shows a real knowledge of the prospect’s 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 can’t talk about, as you learned yesterday. Put these into exclusive approaches.

“My nylons, Mr. Dealer, are packed three to the box. So the customer has a spare in the same col...