On the floor of the Stock Exchange there is no such thing as a presentation, or the getting of favorable attention, in the strict interpretation we give to these words. Men are there alert to give favorable attention to certain securities. They know in advance the strong points of these securities, and when the right price is quoted the decision to buy will come quickly. This holds true in many instances where staple goods are offered at current prices.
CHAPTER VI
THE APPROACH AND EXPRESSION
No matter how well posted a man may be in the science and technique of salesmanship, his actual sales will depend very largely upon his personality.
“The man or woman wishing to present to me a business proposition,” said a high class, successful merchant, “must have a good address and an agreeable manner and appearance, or he will not get a hearing. The reason is, it would be impossible for me to see half the people who approach me with schemes; therefore, I reject without a hearing all those that are not presented by people who have an agreeable manner and good address. I take it for granted that a first-class proposition will be presented by a first-class man, and vice versa.”
Whether the customer comes to you, or you go to the customer, there are certain very simple things to keep in mind. The first is the important part personality plays in selling. The appearance and the manner of a salesman, together with the tactful enthusiasm which he manifests, and the concentration which he puts into his work, all tend to inspire confidence. The salesman must consider his customer’s business, and sometimes his social position. The temperament, also, of the customer, as well as the best time and place to see him, must be taken into consideration. One of the things so often neglected by salesmen is to get points of contact from the surroundings, such as pictures on the wall, books and papers on the desk, as well as from the prospect’s attire. Keep in mind these four aids to a right approach:
First: Entertain a feeling of equality with your customer.
Second: Remember that you have a favor to bestow. Assume the rôle of a benefactor.
Third: Show friendliness. There should be the heart-touch in every real approach.