Remember, objections are, generally, mere excuses. More than half the time they are not sound reasons for not buying. Therefore, do not take objections too much to heart. Know how to answer them satisfactorily, but be careful not to magnify their importance.
CHAPTER XIX
QUALITY AS A SALESMAN
Integrity is the ground of mutual confidence.
Never misrepresent your goods; when it becomes necessary to do so it is time to quit the business.
A.J. Lauver, General Manager Burroughs’ Adding Machine, says, “The ideal salesman is one who is making an honest and determined effort to render a real service to his customers. He believes thoroughly in the value of his goods and has faith in the honesty and ability of the house he represents.”
An unqualified confidence in the value of what you are selling will multiply your selling ability tremendously, just as a lack of confidence in its merit will greatly diminish your power to make a sale. All of your mental operations follow confidence. Your faculties will not give out their best unless they are led by the honest faith in your house and in your goods which generates enthusiasm.
The salesman communicates his faith, or lack of it, to the experienced buyer. Whatever passes through your mind will be telegraphed with lightning rapidity to your prospect’s mind. He will feel what you feel. He will sense mentally what you are picturing secretly, as you imagine, in your own mind. If doubt is there, if unbelief is there, he will feel them no matter what you may say to the contrary. He can tell very quickly whether you really believe what you are saying or whether you are just talking for a sale. He can tell whether you honestly believe that what you are trying to sell would be good for him to buy or not.