He seems to take delight in exhibiting his thorough knowledge of the points of those other cars, and, in doing so, he often raises a question in the customer’s mind as to the desirability of some other than the one the salesman is selling, and will in many instances postpone purchasing until he investigates the rival cars.
The best salesmen say very little about a competitor’s goods. They simply explain and emphasize the advantages and good points of their own.
Don’t ignore questions about competitors, and don’t fail to banish from the customer’s mind all doubts and prejudices, but it is a serious mistake to spend a lot of time talking about competitors’ goods, when you ought to be sticking to the merits of your own. Answer quickly all questions, and then switch back to the excellence of what you are selling. Be so enthusiastic about your own selling points that rivalry will be forgotten.
In meeting competition, do not be fooled by the question of price. At present, very many staple lines are of about the same quality and the same price, so that you must bring out, as a high-grade salesman should, the fact that service is the main consideration. Show what your house can do in the matter of prompt deliveries, careful packing, dependability as regards uniform quality, correct count, liberal terms, etc., and do not forget that the general reputation of your house is a selling point. The facilities which you have for keeping abreast of the times, like the employing of experts to do experimental work, thereby improving your product all the time, is a point of service well worth consideration.
Not the least important of the methods to meet competition is for the salesman to analyze both the conditions of the people on whom he calls and the territory in which he works. Any suggestions that he may make to his house will help in the matter of educational advertising, which always can be used to advantage in selling.
Above all, a salesman can meet competition most effectively by a strong personality. Remember that your goods are judged by yourself, sometimes, even, unfairly; and remember that we are always judged by our weakest points; hence, in order to hold your old trade from competitors, and to get new trade, you must possess “business magnetism,” which is another way of saying “a strong personality.”
CHAPTER XXV
THE SALESMAN AND THE SALES MANAGER
Every salesman should feel that he is a partner in the business.