There’s often the tendency to “go over the little fellow’s head” in selling.
Mr. Kettle points out how, as a general rule, this is wrong—and he’s right-again.
The salesman who has Mr. Kettle’s views on buying influence and buying power knows the value of the big work the interested “little fellow” can perform. Get him on your selling force.
*Given the second award of $10.00 for the month of February.
What do you know about the MAZDA lamp industry?
—What is the basis of your “quality talk” as regards lamps?
—Why should a man buy your lamps in preference to the other fellow’s?
Mr. Dowling here settles those questions so far as he is concerned, and he has a pretty high batting average in being right.
His last two sentences should be written on each salesman’s cuff.
*Given the first award of $15.00 for the month of February.
A gasoline installation usually unsells itself if given time.
Mr. Halls tells how he hastened the process of unselling by acting more like the Good Samaritan than like Nero. It got him a contract and a front seat in HOW-I-DID-IT.
For the benefit of those who are unable to read the above, Hashimura Togo tells the story in his own near English.
In a speech on conservation it doesn’t require much effort to point to the carbon lamp in the socket as one of America’s wastes—and it makes a good point.
Mr. Hines found it so and demonstrated in a very practical way the place taken by MAZDA in the present conservation age.
Now is the time to drive home MAZDA saving.
To the practical readers who ask why crepe was hung on Mr. Acetylene’s door, we might be tempted to reply, “He was Lynched.”
In other words, Mr. Lynch snatched an order right out of the Acetylene man’s fingers in a most courteous manner.
A little investigation and mental energy expended on any case will usually reap a reward.
Witness how Mr. Lynch did it.
A fitting title for this story would be, “Selling by Vexation—Then Demonstration.”
It is simple enough to apologize to a man when he’s peeved—but to straighten out a tangle and head the exasperated prospect on the road to a sale after he has declared himself against it, is the proper way to net you something for your trouble.
Read how Mr. Boys did it.
Mr. T. Kettle is with us again in a bright story of the kind of lamp sales that are possible in great numbers. If, as Mr. Kettle says, “Every normal person is subject to the influence of suggestion,” then there will be a lot of salesmen interested in his story and his little postscript cruise into psychology.
Note that the sale was not his own, but one he saw made, yet he immediately dashed it off and cashed it in with HOW-I-DID-IT.
Mr. Kettle may be accused of many things, but one thing is certain, no one can say that he is not always “on the Job.”
They tell us that Charity is the greatest of graces. Mr. Isley in his story demonstrates that the greatest of Charities is that with a kicker in it, so designed need that those who can best afford it will pay the freight.
It may sound like a paradox, but Mr. Winter tells how last summer he landed a sea job by pointing out that the light load was too heavy.
The moral is that a little knowledge of things electrical. outside of lamp prices, doesn’t make much of a burden and does help to sell MAZDAS.
We hear so many stories of how lighting sales are put over after sharpening the old pencil and figuring hard with the prospect that Mr. Rankin’s story stands out as a shining example of “blunt pencil” business.
Of course, his prospect was broad-gauge enough to understand that if he wanted topnotch illumination he had to pay for it—but couldn’t a lot of men be brought to the same understanding?
It may take a little more effort to do it, but it pays both parties.
If no one has said it before, let us say it now: Pictures speak louder than words:
HOW-I-DID-IT has published several instances where the camera has put over super-salesmanship.
Mr. Alexander gives us another good picture story.
A man may allow for a salesman’s enthusiasm and take his promises with a grain of salt, but they know that the camera never gets over-enthusiastic.
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