I push a lot, I'm not quiet," she said as she stood on a Washington, D.C., metro station waiting for the next train to arrive and unload commuters. "Sometimes they try to sneak by me, but I look them in the eye and make them feel guilty." She added that the cookies taste good and, after all, it's for a good cause. A train glided to a stop and she stepped to the exit ready to go to work.
That's one way to sell and it works for Elizabeth, but we prefer to tell you about a gentler method, one that has been tried over the years and proven to be quite effective. Today there are very few door-to door salespeople because it is difficult to find people interested in that work. Many housewives are working, and large department stores sell many of the products formerly offered at the front door. However, should a salesperson come to your house, be sure to listen to the speech he or she gives and see if you recognize the four steps to making a sale described here. If a salesperson starts by telling a prospect "I have an excellent vacuum here for only $239-don't you want to buy one today?" he would make few if any sales. Every successful salesperson must be familiar with the product, its market, and the right sales talk that will produce sales.
As a group salespeople have had a reputation for being tough and having thick protective skins that enable them to stuff off turndowns. However, some of the best salespeople we have known were gentle, mannered, and polite ladies and gentlemen who tended to charm rather than intimidate their prospects.
Some people are naturally born salespeople like Elizabeth, others hate the very idea, but a few curious souls are willing to try selling. Right now, at this stage of your life, you either might think it is not for you or you may discover this can be a very satisfying experience. Regardless of your present views, be sure to read this chapter because most of the jobs described in the next two chapters call for some degree of selling, like it or not, and you may well find that it is fun after all!
A FEW DEFINITIONS
Before we start our discussion, let's be certain we agree on the meaning of a few terms that we shall be using throughout the book.
- Product is the article you want to sell. It is something that has been produced or made either in a factory-a box of stationery, a toaster, or an automobile, for instance- in your own cellar-a birdhouse, a wooden train, or a ship model.
- Service refers to something you do yourself to help another person; and when you receive money for your work, it is called a service business. Thus, if you wash windows or sweep sidewalks, you are selling your labor or performing a service.
- Prospect is any man, woman, or child to whom you hope to sell a product or service.
- Customer is any man, woman, or child who agrees to buy your product or service. The minute you have convinced a prospect that he or she should buy your product or service, that person becomes a customer.
- Market refers to the prospective buyers of a product or service who live in a certain area or neighborhood. If there is a section of town where many people with children live, that locality would probably be a good market for a babysitting service. On the other hand, a residential area populated mostly by older, retired people would be a poor market for such a business.
Before you definitely decide upon the product or service you are going to sell, be sure to study your market first. Ask yourself these questions:
- Do people need my product or service?
- Are there enough prospects living in the neighborhood to make it worth my time to go from home to home?
- Even if the people are prospects for the product or service I hope to sell, can they afford to purchase it? Even more important, is it a product that they will want to purchase?
- Has another salesperson already been through the area selling the same product or lining up customers for a service?
Had Roberta made a few inquiries before she tried to sell her service, she would have learned that no market existed for such a business. You can profit from her mistake. Before starting your business, discuss the idea with your parents and two or three other adults in the area where you hope to sell your product or service. Don't seek advice from classmates. They probably won't be able to help you, and there is the danger that someone will copy your idea and sign up the prospects first.
Most salespeople carry business cards to leave with prospects and customers. The cards are small and usually give the name of the company or product and the salesperson's name, address, and telephone number. They are not used as a substitute for giving a regular sales talk; business cards don't do a selling job. They merely provide your prospects and customers with a handy reminder that tells them where you can be reached in case they want to get in touch with you. You should leave them with customers and also with those prospects who are not interested in buying when you make your first call but who may someday change their minds.
You can make your own business cards by purchasing unlined 3" x 5" white index cards at the stationery store and neatly printing or typing your message on each as suggested by the following samples:
After you have decided what you are going to sell, whether it is a product or service, learn all you possibly can about it. Your public library is a gold mine of information, and the librarian will be glad to help you find information on the subject. Your sales talk will be better, more interesting, and more convincing if you show the prospect that you know something about your product.
Pretend that you are the prospect on whom you will call. If you were he or she, why would you buy the product or service? Why might you refuse to buy? Take a piece of paper and list all the reasons why you would buy, then all the objections or reasons why you would not purchase it. You must be prepared to answer all possible objections convincingly, and to do this you should know your product or service.
To illustrate what we mean, let's examine one product and one service. Fudge is a popular candy and is expensive to make, but good homemade fudge is usually superior to the commercial product. Because of the price you must charge for it, this candy is not easy to sell; therefore, it seems like a good product to choose for our example.
Reasons why a prospect would want to buy your product:
- She likes fudge.
- She will like the texture and taste of good fudge.
- She will enjoy the convenience of being able to buy homemade candy of first quality.
- She appreciates the fact that you use butter and real vanilla extract; only the best ingredients are used.
- She will have candy on hand when company comes.
- Not interested in buying candy.
- Fudge is too fattening; never eats candy.
- Fudge is too expensive.
- Can't be as good as store fudge.
- Can make fudge herself, doesn't need to buy any.
"Making a sale is very much like shooting at a bull's eye," Larry Todd, successful salesperson for a large company, told us. "First you load your gun, and then you cock it, take careful aim, and finally fire. In order to score a bull's eye you can't omit any of these steps.
"Your sales talk also consists of four important parts. First you load your gun by getting the attention of your prospect. After that, you cock the gun by arousing the prospect's interest. Next, you take aim and make the prospect desire the product. Finally, you squeeze the trigger and hope you hit the bull's eye as you force a decision. If you prepared for it properly, it will quite possibly be the right decision."
Let's list again the four elements that Mr. Todd mentioned:
- Attention-You must get the prospect's attention if you expect her or him to listen to your sales talk.
- Interest-You must keep your prospect's attention by awakening her or his interest in your product and what you have to say about it.
- Desire-Unless the prospect is made to feel that he or she needs and really wants your product or service, he or she will never buy.
- Decision-This is the heart of every sale. The minute the prospect wants your product or service enough to buy, he or she makes the decision you have been hoping for.
Sales of Fudge
"Good morning, Mrs. Cochran. (1) I'm Norma Lincoln and I live over on Tufts Road. I'm a senior at Lincoln High. May I take just a moment to show you my fudge and give you a taste? (2)"Thank you. You see I have a fresh batch here that I made last evening. After you've tasted it you'll probably agree with Mrs. Wilson (3)-she lives on Park Street-that it's better than any you can buy in a store. (4)
"I use only the best ingredients: pure milk, sugar, Bakers chocolate and vanilla extract-not artificial vanilla. Here, Mrs. Cochran (5), please try a piece and see for yourself how delicious it is, just as fudge should be cooked. (6) Isn't it smooth, and oh so good? (7)
"I try to keep my price as low as possible; in fact you'll find that mine costs less than most fudge sold in stores. It's only three dollars a half pound. (8) Note how it's wrapped in foil to keep it fresh for you for a long time-but I'm afraid once your family tastes it, you'll find it disappears quickly! Would you care to take a half pound now? (9) That way you will have it on hand when company comes, too.
"Here's my business card so you'll know where to reach me when you want more." (10)
- Always learn the name of your prospect before calling. It makes your visit more personal and friendly. You can get names from children, neighbors, friends, or mail boxes.
- By this time you should have the prospect's attention. Note frequent use of the pronoun you. Try to avoid using / any more than is necessary. A prospect is more interested in herself or himself than in you. Hence it is smarter to use you wherever possible.
- If you can obtain permission from someone who has tried your product to use their name as a reference, your prospect will feel more confident in dealing with you.
- You should have the prospect's interest by now.
- Use the prospect's name occasionally. It helps to hold attention.
- If it is possible to offer a sample of the product you are selling, by all means do so.
- Here you should make the prospect desire your product.
- Don't hesitate to tell how much your product costs.
- Ask for the sale in a way that makes the prospect think you expect her or him to buy. If you don't, your prospect is likely to refuse you.
- Even if the prospect does not buy, try to leave your business card, just in case he or she decides to buy later or has interested friends.
Mowing Lawns
Henry Pierce lived in a small town where there were many retired couples. Unlike Roberta Allen, who lived in a town where most people did not need her services, Henry found that many of the older men appreciated his calling on them and eagerly hired him. Here is how Henry planned his sales talk:
"Good morning, Mr. Swenson. (1) I'm Henry Pierce and I live on Greenway Street. I'm in the junior class at the academy. May I have just a minute or two to tell you how I can save you a lot of time and effort? (2) "Thank you. I see you have a fine lawn and I imagine you're proud of the way it looks. It must take lots of time and much hard work. No doubt there have been many times when you wished you could spend the hours required to mow doing something more important around the house-or just taking it easy. Mowing's no fun in hot weather. I should know, because it's my business! (3) "I'd like to save you work, Mr. Swenson, (4) by doing a professional cutting job on your lawn each week or as often as you wish. I'll use my own mower or yours, whichever you prefer. I'll cut your grass carefully and thoroughly, clip around the edges, and do as good a job as you would do yourself. While I'm working, you will be free to do something else. (5) "My rate is four dollars and a half an hour, (6) and I estimate it would take me about an hour and a half to do your lawn. (7) I'll gladly give you the names of neighbors who are satisfied with my work. (8) May I give half of your lawn a free cutting just to show what I can do? No obligation, of course. (9) Here is my business card so you will know where to reach me. (10) When may I give your lawn a trial cutting?" (11)
Notes
- Always learn the name of your prospect before you call.
- You should have the prospect's attention by now. Avoid using / if you can.
- You should have the prospect's interest now.
- Use the prospect's name occasionally to hold her or his attention.
- End of paragraph in which you make the prospect desire your service.
- Don't hesitate to tell how much you charge. A prospect must know this important fact before deciding to hire you.
- When selling a service business, if you can make a rough estimate of how long you think it would take to do the job, you not only give the prospect a better idea of the cost but you show him or her that you are an alert salesperson.
- References make a good impression. When you first start out, you may have to cut a friend's lawn for nothing in return for the right to use that person's name as a reference.
- Just like the fudge sample, don't be afraid to offer free examples or trials of your work. Few people will take you up on your offer, but you will impress a prospect with your sincerity and belief in your ability to do a satisfactory job.
- Remember to offer your business card after the sales talk.
- End of paragraph that should produce a favorable decision. Notice how a question forces a reply and tells the prospect you expect a favorable decision.
Unfortunately, not every prospect is going to be convinced by your sales talk that he or she should buy your product or service. Few people part easily with their money and generally they will offer some objections.
A good salesperson anticipates likely objections and prepares an answer for each so that it is possible to still make a sale, even though the prospect has said "no" when the regular sales talk is finished. Of course there are some people who definitely will not want your product or service because they don't need it, have no interest in it, or cannot afford it. When you meet such persons, it is a waste of time to try and talk them into buying. Instead, thank them for their time, offer your card, and tell them you will be glad to return should they change their minds.
Two common objections you may meet are "husband/wife" and "no money." Some men and women always consult their spouses before buying anything out of the ordinary, and you must be patient with them. Ask if you may return when their wives or husbands are at home. If the prospect says he or she has no cash, the best you can do is say something like this:
"Of course, Mr. Brown, I understand. May I take your order for the fudge now and return at a more convenient time and collect the small amount due?"
Other objections you may meet include the following.
Price too high
"Mr. Brown, of course you want to get the best possible buy for your money, and I honestly think that my price is fair and reasonable. If you compare it with prices charged in the nearby stores for the same quality product, you'll find mine is lower." (Note: be sure to check store prices of articles you are selling to see if your prices are lower. If your price is the same or a little higher, then you should say, "You will find my prices comparable to those charged by stores.")
Can't make up mind
"Of course, Mr. Brown, I understand, but will it be all right if I call back tomorrow afternoon at four?" Some people simply cannot make up their minds in a hurry and you have to call back once or twice. Don't try to force such a person to come to a decision on your first visit; otherwise you may lose the sale then and there.
Come back again
This objection may be raised because the prospect cannot make up her or his mind or because the prospect isn't quite convinced that he or she wants to buy. It is the easiest way of telling you "no." Call again, prepared to give one or two additional reasons why the prospect should buy, and you may get the sale.
As previously suggested, make a list of reasons why people will or will not want to buy your product or service. Take each of the reasons why they won't buy and think of a good argument to convince a prospect otherwise.
SOME DO'S AND DON'TS
Most important! When the prospect opens the door, never-ever-use a negative approach such as: "You don't want to buy any cookies today, do you?" or "You don't need to have your lawn mowed now, do you?" Hardly anyone would say "yes" to such a question. However, it is not unusual for new salespeople who have not learned how to sell to ask questions like this. Probably they are nervous and unconsciously take this approach to avoid disappointment by refusal.
Don't ever say anything against the product or service of a competitor. A good salesperson never knocks competition. Agree that the other product or service is good, but suggest that yours is better.
Do write out your sales talk and practice it aloud. It is a good idea to pretend first to sell your product or service to members of your family. Encourage them to ask questions and raise objections. This will give you good practice before you start to ring doorbells.
Do call back a second time if you find no one at home. You may find it necessary to call at some houses during evenings or Saturdays.
Don't tell any of your friends about your business affairs or who your customers are. Keep your business matters to yourself lest you find that your friends are suddenly stealing your best customers.
Don't risk losing a sale because you lack the correct change. If possible try to carry change for ten dollars with you. Your parents may be able to lend you this sum when you first start your business, if you promise to repay it as soon as you have made some sales or collected money for your services. From then on, you can set up a little revolving fund for change.
Do ask customers to suggest the names of friends who might also be prospects. Your chances of a sale are much better if you can call on someone and say, "Mr. Bert Tolland purchased some of my fresh bait and liked it so much he suggested I call on you, too. Can you spare a minute to see why he was so enthusiastic?"
Do be dependable and keep your word. If you say that you will call back on a certain date, do so. If you cannot deliver a customer's order when promised or come when you should to perform a service, call and explain why. The prospect is entitled to know what happened and why you could not live up to your promise.
Don't call back on prospects or customers so often that you become a nuisance. Allow a reasonable amount of time to elapse before you return; otherwise you will wear out your welcome.
Do be neat, hair combed; face washed, hands clean, clothes clean, and a smile on your face. No one wants to do business with a grubby, unhappy looking person.
Do Carry a Notebook
You may recall meeting Norma Lincoln back in Chapter 2 when she made fudge to sell after school so she could buy a ticket to the championship basketball game. She was so successful she decided to go into the fudge business to sell it house-to-house. Doubtless some of her prospects had heard about the candy from their children who had purchased it at school and were curious to try it themselves. Like Norma you will want to be sure to carry a little notebook so you can jot down the names of prospects on whom you should call again, prospects whose names have been given to you, sales you have made, and special reminders that you want to make for yourself. Don't trust your memory. Write it down. The following excerpt from the records of Norma Lincoln shows how it may be done:
There's a little saying that many life insurance managers tell new salespeople when they prepare to go out and make their first call: "Remember, they all look alike in their underwear."
We might add that no one was ever hurt when trying to make a sale. The worst that can happen is a refusal, but that won't hurt a bit!
