FUNDAMENTALS FOR GOOD SELLING
Sales experts are agreed that it is impossible to formulate a selling plan that will apply to all salespersons. There are no magic words to be spoken in the presence of potential buyers that will cause them to call loudly for an order blank and reach for a fountain pen. There are certain fundamentals which will help a man to become a better salesman.
BE TACTFUL
Webster defines tact as "a nice discernment of delicate skill in saying and doing what is expedient or suitable in given circumstances." Tact is one of the most valuable assets in salesmanship and must be exercised at all times. Many sales of home furnishings have been lost in discussions with a prospect who was inclined to be belligerent. Under no circumstances enter into an argument. You have heard the well-known axiom, "Win an argument and lose a sale." The fact that you have sound sales arguments to use in presenting your sales story does not mean that you must argue with the prospect to prove your point. Explain tactfully your side of the story and, if your statement is questioned, try to prove it. But rather than enter into an argument about it, pass on to another point, and, if necessary, refer later to the point in question from a different angle.
DON'T INTERRUPT AND DON'T EXAGGERATE
Some salesmen are so anxious to tell all they know about their product that unquestionably they develop a habit of interrupting a prospect every time he speaks. This reflects adversely on the salesman; often it prevents the prospect from telling of the features particularly liked or the real objection to the proposition. When your prospective customer starts to speak, listen, and above all, when answering a question, don't exaggerate. Many a sad failure in selling has resulted from an exaggeration of facts to the point where the prospect will not believe anything the salesman has said.
BE SINCERE
Sincerity breeds conviction and if you are convinced of the statement you make, your attitude will go a long way in making your prospective customer believe your story. Know your product and its advantages; be sincere and enthusiastic when you are presenting them. Be natural. It will pay.
DON'T TALK TOO MUCH
All have known salesmen who have talked themselves out of sales. This is a fault common to many. Some types evidently believe that if they talk fast enough, do not permit the prospect to bring up objections or say anything, and put the pen in the prospect's fingers and get him to sign on the dotted line, a good sale has been made. The day for this kind of selling is gone. Today's buyer wants information and she wants a chance to think about that information after she gets it. Make your statement about your product and let your customer think about it. Be careful not to bury one important sales feature by showering several more on top of it before the customer has had time to decide on the merits of the first. Give your customer an opportunity to ask questions and express her opinion. Often, if allowed to talk, the prospect will sell herself.
BE READY TO ANSWER OBJECTIONS
An objection or reason for not buying may be real or it may be merely an excuse. In any event, the salesman must be able to answer it effectively in order to close the sale. If the customer raises an objection, be sure you understand it. Don't jump at conclusions as to what the objection is going to be. After you understand it clearly, repeat it. Sometimes when an objection is repeated the customer immediately can see for herself that it is not a valid objection.
POINTS TO REMEMBER IN SELLING
Salesmen interested in fundamentals will do well to remember four points of value in selling:
1. Talk to your customer as though she knows about the product but explain everything as though she knew nothing about it.
2. Treat your customer with unfailing courtesy.
3. Assume that she is able financially to buy anything on the floor even if her general appearance leaves room for some doubt. When basic facts are established, suggest justifiable time-payment plans as an arrangement she might prefer—but do this tactfully since many women are sensitive about money and credit ratings.
4. Make your sales story complete. Tell it simply, directly, earnestly, and honestly.