POINTS OF CONTACT
The electric power to illuminate the store or home is controlled by switches which serve to bring together or to separate the points of contact. When the switch is thrown on the effect is one of bringing together of the points of contact. As a result there is action; the circuit is completed and light is produced. The first stages of the sale may be likened to the action of the electric switch. If attention and interest in the goods are properly guided by the salesman they will without exception lead up to the action of buying on the part of the customer.
A great point of importance is that of listening attentively to the customer’s first remarks. Upon this may often depend the whole success of the effort. If a woman calls for something new that is at once a means of establishing a point of contact on the basis of style. Talk style and show the latest patterns and at once you have fixed her attention and interest. If, in a certain shoe offered she should compliment the heel but not quite approve of the color, you have here a suggestion for further effort. Concentrate on the heel and any other features that may have appealed to her and use this as the means of establishing the contact. Concentrate on the strong points; speak of the specially designed arch and of the beauty it gives the general appearance of the whole shoe. This certainly does not mean to overstate any facts but it does mean to make use of those intimations of preference that the customer expresses to focus interest and to advance the sale.
If a customer mentions the quality of strength in calling for a shoe, it is safe to assume that wearing quality rather than style is the special feature that will appeal to him. His appearance will usually indicate the quality of shoe desired. Work with him on the matter of quality, select the stock with that in mind principally and style only as a second consideration.
Most parents in buying children’s shoes have foremost in mind the important matter of getting a shoe that will allow freedom of movement and natural growth of the feet. Perhaps in the first sentence spoken some intimation of this will be made. Take advantage of it and use it. Remember that it is the element of comfort the customer wants and that the sale will progress with greater satisfaction all around according to the salesman’s ability to understand what is wanted, and to deliver it.