Remember to point out any "gadgets" which the suite may have—special shirt drawers, locks, secret compartments, jewelry compartments, hidden box, stocking drawers, or drawer mirrors. All of these items offer "plus" selling features and many times are a factor in the sale of a suite. Be sure you have examined all of the suites on the floor thoroughly so that you have discovered all possible gadgets and opportunities for "plus" selling features.
Unless a customer shows such a keen and unusual interest as to warrant the belief that an immediate sale is possible, do not spend too much time with the first suite.
Courtesy of American Furniture Mart.
Figure 46.—An Early American bedroom grouping ideally suited to American homes. Simple in design, it is rich in American tradition, for it is the type of furniture first used in this country by the original settlers. Scaled to fit a medium-size room, the furniture is sturdy, practical, and decorative. Made of maple and finished in a rich, red-brown tone, a suite such as this is adaptable to rural or urban homes.
Show the second suite—a contrasting type.—Since all things gain in individuality and distinction by contrast with their opposites, usually it is good salesmanship to show a second suite sharply different from the first in appearance. If you watch some salespersons at work, you will see that they move slowly and regularly down one aisle and back the next, taking each suite as it comes, however closely it may resemble the one before it. At best, this method wastes time, while with many customers it results in weariness, confusion, and a well-defined suspicion that the salesperson is only an order-taker. In general, move toward the sale by longer but fewer jumps, and show contrasting types in the effort to heighten the buyer's interest, and to arrive as quickly as possible at an understanding of her likes. We know, for example, that some women prefer slender, delicately designed bedroom furniture, while others want bulk. It is quite impossible to judge their preferences from their appearance. Suites shown by the method of contrast will uncover this and similar preferences immediately, and thus speed up the sale.
Assuming that you pick the second and all succeeding suites in the light of increasing knowledge of the customer's tastes and the size and decorative character of her room, move forward slowly. Since you are not guessing blindly, but acting in the light of knowledge and taste, you must assume that the buyer will be interested in what you are showing, and take ample time to develop her interest.
Remember that the customer must like the appearance of any suite at which she is looking and regard it as well suited for her own use before she will consider buying it. Emphasis upon the beauty and distinction of wood, finish, and design, and skillful use of the "room-picture" method of presentation should precede emphasis upon construction and price. However, construction becomes an important factor when you reach the second suite just as soon as you see signs of acceptance for appearance and decorative fitness. If no such signs appear, move on to the third suite.
Show just as many additional suites as may be necessary but no more.
Close the sale, if and when possible.—There is no simple formula for closing a sale, and no set point in the sales interview at which to make the attempt. Notwithstanding a vast amount of theorizing on the subject, the only rule of practical value to the salesperson appears to be the old rule of experience and common sense: Try to close any sale the moment you have reason to believe the customer is ready to buy; not before, and not after.