The “winner” salesman does not wait for his prospect to say, “You can put me down for so and so. Yes, I’ll take that.” He uses his own positive mind to guide and bring to a focus the vacillating, almost-decided mind of the prospect, for he knows from experience that the temptation of most buyers is to hang off, to wait. Knowing the processes through which his prospect’s mind is passing, he seizes upon the psychological moment to close up the thing, to bring the man’s mind to a decision.
Always be ready to close. Have plenty of well-sharpened pencils, a fountain pen in good working order, clean order blanks, and every facility at hand for signing orders. The customer should not be expected to fill in name, facts or figures any more than is absolutely necessary. When asked to sign his name, the salesman should indicate clearly the exact line on which the name should be written. The idea is to make everything so simple and easy that the mind of the customer does not have a chance to balk. Human nature is peculiar. Very often men are contrary. They will act against their own best interests, just because they think some one is trying to compel them to do a particular thing. We all love freedom.
In closing a deal, have all minor points made clear, such as time of delivery, method of packing, method of delivery, the way payment is to be made, and all similar details.
CHAPTER XVI
THE GREATEST SALESMAN—ENTHUSIASM
“What are hardships, ridicule, persecution, toil, sickness, to a soul throbbing with an overmastering enthusiasm?”
Enthusiasm is the best salesman. Cultivate it; it is contagious.
You can’t build a fire with the fuel all wet.
Why is it that one salesman can often accomplish three or four times as much as another? The difference is not always that of ability. It is often a difference in the effort—in the character of the effort. One salesman tries harder. He adds enthusiasm and a splendid zest to his work, which increases the quality as well as the quantity of the result.