THE DEMONSTRATION
In the last chapter we left the Salesman at that stage of the Approach
where the prospect manifests enough interest to ask a question or make
an interrogative objection. This is an important psychological point or
stage in the game, and here the Approach merges into the Demonstration
on the part of the Salesman; and the stage of passive attention on the
part of the prospect merges into that of active attention, discussion
and Consideration. The moment that the prospect ceases to be a passive
listener, and displays enough active interest to ask a question or make
an interrogative objection, the great game of the sale is on in earnest.
The Demonstration has begun.
This stage of the sale closely resembles a game of chess or checkers.
The approach and preliminary talk of the Salesman is the first move in
the game; the answer, question or objection of the prospect is the
second move--then the real game or discussion is on. It is now "up to"
the Salesman to make his second move, which is a reply move to that of
the prospect. And this particular move is a highly important one in the
great game of the sale. Like an important early move in checkers or
chess the success or failure of the whole game may depend on it, so it
is well to have this move mapped out as a part of your preliminary
study.
Macbain truthfully says of the first remark of the prospect: "The
customer is not going to commit himself in response to the first remark.
He always holds considerable in reserve. An objection--either expressed
or implied--can always be counted on. It may vary from a general 'busy'
statement, or 'no interest in what is about to be submitted,' or it may
be a specific statement--even heated, in fact--that the one approached
has 'no time for the salesman or his house.'"
But, just as in chess or checkers there are certain "replies" indicated
for every one of the first few opening moves, all of which are fully
stated and explained in text books on these games, so in the great game
of Salesmanship there are certain replies indicated for these
preliminary moves on the part of the prospect. The large selling
concerns have schools of instruction, personal or correspondence, in
which the Salesman is furnished with the appropriate and logical answers
to the objections and questions usually advanced by the prospect. It
will be found that there are really but few moves of this kind in the
game of the average prospects--they tend to say the same things under
the same circumstances, and there is always an appropriate answer. The
salesman will acquire many of these answers by experience, conversation
with older salesmen, or by instruction from his sales-manager or the
house. Each line has its own stock of objections, and its own stock of
replies thereto.
There are two general classes of replies to objections, which apply to
nearly every kind of proposition. The first is that of deftly catching
the objection on your mental fencing-foil, allowing it to glance off,
and at the same time getting a thrust on your opponent. President
Patterson of the National Cash Register Company is credited with
special cleverness in this kind of reply, and his salesmen are said to
be instructed to listen carefully to the prospect's objection and then
to turn it back on him by a remark based on the principle of: "Why,
that's the very reason why you should," etc. In other words the
objection should be twisted into an argument in favor of the
proposition. In the hands of a master this form of reply is very
effective, and often brings results by reason of its daring and
unexpectedness. But it is not every one who has the skill to use it to
advantage.
The second class of reply is based upon what is called indirect
Resistance, which, by the way, is often the strongest form of
_resistance_, and accomplishes its intended effect while avoiding the
opposition and antagonism of Direct Resistance. Some writers on the
subject have called this "Non-Resistance," obviously a misnomer for it
is a form of resistance although subtly disguised. It is analogous to
the tree that bends in order to avoid breaking under the blasts of the
storm; of the flexible steel which bends to the pressure, instead of
breaking as would iron; but both of which spring back into place
immediately. It is generally very poor policy to directly oppose the
prospect upon minor points--the main point is what you are after. And
the main point is the order--the rest is immaterial and unimportant. Let
us contrast Direct-Resistance and Indirect-Resistance, and see the
points of each.
In Direct Resistance the minor objections of the prospect are met with
the answer: "You are wrong there, Mr. X;" or, "You are entirely
mistaken;" or, "You take the wrong view;" or, as we heard in one
instance: "Your objection is ridiculous." The Direct Resistance is
necessary in a few contingencies, or upon rare occasions, but it should
be sparingly and cautiously used. It is a desperate remedy indicated
only for desperate diseases. The Indirect Resistance expresses itself in
answers of: "That is possibly _true_ in some cases, _but_," etc.; or,
"There is _much_ truth in what you say, Mr. X, _but_," etc.; or, "As a
general proposition that is probably correct, _but_," etc.; or, "I quite
agree with you, Mr. X. that (etc.) but in this particular case I think
an exception should be made," etc. The value of this form of resistance
lies in the fact that it costs you nothing to allow the prospect to
retain his own ideas and entertain his own prejudices, provided they do
not interfere with the logic of your general argument, nor affect your
main point, the order.
You are not a missionary or a pedagogue--you are just a Salesman and
your business is to _take orders_. Let the old fellow keep his foolish
ideas and intolerant prejudices, providing you can steer him straight to
the ordering point. The active principle in Indirect Resistance is to
get rid of his general objections in the easiest and shortest way, by
allowing him to retain them, and concentrating your and his attention
and interest upon the particular points of your proposition--the
positive and material points of your particular case. Avoid disputes on
non-essentials, generalities, and immaterial points. You are not
striving for first prize in debate--_you're after orders_. Remember the
legal principles of the "pertinent, relevant, and material" points, and
side-track the "immaterial, irrelevant and impertinent" side-issues,
even if you have to tacitly admit them in Indirect Resistance. Here it
is in a nutshell: _Sidetrack and Sidestep the Non-Essentials_.
The Salesman has now reached the point in which the prospect is
manifesting the psychological stage of Consideration--the stage in which
he is willing to "look into" the matter, or rather into the subject or
object of the proposition. This stage must not be confused with that of
Deliberation, in which the prospect weighs the pros and cons of whether
he should purchase. The two stages are quite different. The present
stage--that of Consideration--is merely the phase of examination,
investigation or inquiry into the matter, to see if there is really
anything of real practical interest in it for himself. It is more than
mere Associated Interest, for it has passed into the manifestation of
interested investigation. In many cases the process never gets beyond
this stage, particularly if the Salesman does not understand the
psychology of the process. Many salesmen make the mistake of trying to
make their closing talk at this point--but this is a mistake. The
prospect must understand something about the details of the proposition,
or the qualities and characteristics of the goods, before he uses his
imagination or feels inclination to possess the thing. So here is where
the work of explanation comes in.
The term "Demonstration" has two general means, each of which is
exemplified by stages in the Salesman's work of Demonstration. The first
meaning, and stage, is: "A showing or pointing out; an indication,
manifestation or exhibition." The second meaning, and stage, is: "The
act of proving clearly, by incontrovertible proof and indubitable
evidence, beyond the possibility of doubt or contradiction." The first
stage is that of "showing and pointing out"--the second, that of of
"proof." The first is that of presenting the features of a thing--the
second, that of logical argument and proof. And, therefore, remember
that you are now at the stage of "showing and pointing out," and not
that of "argument and proof."
Regarding the matter of "showing and pointing out" the features and
characteristics of your goods or proposition, you should always remember
that the prospect does not know the details of your proposition or
article of sale as you do--or as you _should_ know. The subject is not
"stale" to him, as it may have become to you if you have not kept up
your enthusiasm. Therefore, while avoiding needless waste of time, do
not make the mistake of rushing this point of the demonstration and thus
neglecting the important features. Better one feature well explained and
emphasized, than a score hurried over in a sloppy manner. It is better
to concentrate upon a few leading and striking points of demonstration,
of material interest to the prospect, and to assume that he does not
know anything about them except as he may show his knowledge by
questions or objections--all this in a courteous manner, of course,
avoiding the "know it all" air. The prospect must have time to allow the
points to sink into his mind--some men are slower than others in this
respect. Watch the prospect's face to see by his expression whether or
not he really understands what you are saying. Better present one point
in a dozen ways, to obtain understanding, than to present a dozen points
in one way and fail to be understood.
In order to demonstrate your goods or proposition at this stage, you
must have fully acquainted yourself with them, and also have arranged
the telling points in a natural and logical order of presentation,
working from the simple up to the complex. Be careful not to suggest
_buying_ at this point, lest your prospect take fright and lose interest
in the demonstration. He is naturally in a defensive mood, for he scents
the appeal to his pocket book in the distance--you must try to take his
mind off this point by arousing his interested attention in the details
of your goods or proposition. Explain the details just as you would if
the prospect had called upon you for the purpose of investigation. In
fact, if you can work yourself up to the proper Mental Attitude you may
effect the psychological change by which the positions may be reversed,
and so that it will instinctively seem to the prospect that he is
calling on you and not you on him. There is an important psychological
point here which you would do well to remember. The man who is called
upon always has "the move" on the caller--if you can reverse this
psychological condition, you have gained a great advantage. An awakened
personal interest in the details of a proposition, on the part of the
prospect, tends to reverse the conditions.
If you would understand what a scientific demonstration of an article or
proposition is like, it would pay you to listen to the demonstration by
a well-trained salesman of the National Cash Register Company. This
company drills its salesmen thoroughly in this part of their work, until
they have every detail fastened in their minds in its proper logical
order. An old salesman of this company should be able to repeat his
formula backwards as well as in the regular order--beginning at the
middle and working either backward or forward, at will. He understands
the "why" and "what for" of every detail of his article and proposition,
and is taught to present them in their logical order. Listening to a
talk of one of their best salesmen is a liberal education in
demonstration.
The essence of this stage of the demonstration is that it should be
given in the spirit of a conversational recital of an interesting story,
or description of an event. Speak in an impersonal way; that is, avoid
suggesting to the prospect that you are trying to sell him the thing.
Let this part of your talk be given from the sheer enthusiasm inspired
in your mind by the merits of your proposition. Let it be a labor of
love--forget all about your hope of sale or profit. Your one aim and
object of life, at that moment, should be that of inspiring the prospect
with the wonderful merits of your proposition, which you yourself
entertain. Yours should be the spirit of the propogandist seeking
converts--imparting information for the good of others, and "for the
cause." Forget the forthcoming collection plate, in the earnestness of
your sermon.
The National Cash Register Company instructs its salesmen as follows
regarding this stage of the demonstration: "When you have gotten a
prospect to a demonstration you have accomplished a most important step.
You can take it for granted that he is to some extent interested in the
subject. Now, by all means make the most of that opportunity. Say what
you have to say to him thoroughly and carefully. Don't rattle off your
demonstration in a hurry, as if you were wound up and had to say so many
words to the minute. Give him a chance to speak, to ask questions or
make objections. He probably has certain ideas in his mind which may be
a decided help or a decided hindrance to your argument. You ought to
learn what they are. Don't imagine because he listens in silence that he
agrees with you, or even understands all you say. Speak deliberately. If
you see from a puzzled or doubtful look on his face that anything is not
quite plain to him, stop and make it plain. Take time enough to explain
each point thoroughly. Whenever you make a statement that is open to
question, be sure to get his assent to it before you proceed. If he will
not assent to it exactly as you make it, modify it until he does. Get
him to assent in some degree to every proposition you make, so that when
you get to the general result he cannot go back and disagree with you.
Don't do this however as if you were trying to corner him, but with a
simple desire to reach a reasonable basis of argument. Cast aside all
attempts at being a clever talker, all idea that there is any trick of
words or manner, any secret artfulness about selling registers, and put
yourself in the plain, unaffected spirit of a man who has simply a
truth to tell, and is bent upon telling it in the plainest, homliest
way. Avoid above all things the fatal mistake of demonstrating to your
prospect with a sense of fear, haste, and uncertainty. Realize fully the
power of the facts behind you, and have the full confidence of your
convictions; coolly and deliberately make each point clear and
conclusive, and lead the prospect by simple steps up to absolute
conviction."
If you have held your prospect's interested attention during this stage
of the Demonstration, you will find that his imagination is beginning to
work in the direction of making mental pictures of how the thing or
proposition would work for him--how the article would look in his
possession. It is a psychological law that interested investigation, or
consideration, tends to awaken the interest of imagination and desire if
the object of the investigation blends with the general trend of the
person's thought and feelings. The very process of investigation
inevitably brings to light new points of interest. And, then, the act of
investigation and discovery, instinctively creates a feeling of
proprietorship in the thing investigated or discovered. It establishes
an association between the object and its investigator.
Halleck says: "* * * We must not forget that any one not shallow and
fickle can soon discover something interesting in most objects * * * the
attention which they are able to give generally ends in finding a pearl
in the most uninteresting looking oyster. * * * The essence of genius is
to present an old thing in new ways." And again: "When we think about a
thing, or keep the mind full of a subject, the activity in certain brain
tracts is probably much increased. As a result of this unconscious
preparation, a full fledged image may suddenly arise in consciousness."
Hoffding says: "The inter-weaving of the elements of the picture in the
imagination takes place in great measure below the threshold of
consciousness, so that the image suddenly emerges in consciousness
complete in its broad outlines, the conscious result of an unconscious
process." Halleck also says: "A representative image of the thing
desired is the necessary antecedent to desire. Not until a
representative idea comes to the mind does desire arise. It has often
been said that where there is no knowledge there can be no desire. A
child sees a new toy and wants it. A man notices some improvements about
his neighbor's house and wishes them. One nation finds out that another
has a war ship of a superior model, and straightway desires something as
good or better. A scholar sees a new cyclopedia or work of reference,
and desire for it arises. A person returns and tells his friends how
delightful a foreign trip is. Their desires for travel increase.
Knowledge gives birth to desire, and desire points out the point to
will." In this paragraph we have quoted eminent authorities, showing the
direct line of psychological progress from interested investigation,
through imagination, to desire and will. One investigates and gains
favorable knowledge regarding a subject; then his imagination operates
to show him the possibility of its successful application to his
personal case; then his desire for the thing is awakened.
The stage of Imagination is reached when the prospect begins to think of
the thing or proposition in connection with himself. He then begins to
picture it in its application to his needs or requirements, or in
relation to his general desires, tastes and feelings. The Salesman, in
order to awaken the Imagination of the prospect, should endeavor to
paint "word pictures" of the thing in its workings, application, value,
and utility. He should endeavor to make the prospect _see_, mentally,
the desirability of the thing to any man--how it will work for good; how
it will benefit one; how great an advantage it will be for one; how much
good it will be in every way for its possessor. Avoid the personal
application, even at this late stage--make the application general, so
as to avoid scaring off the prospect's pocket book. The whole idea and
aim of this stage of the process of sale is to awaken inclination in the
prospect--to make his mouth water for the thing--to make him begin to
feel that he would like to have it, himself. He must be put into the
mental condition of the woman gazing longingly at the hat in the
milliner's window; or of the boy who is peeking through the knot-hole in
the fence of the base-ball park. He must be led into the feeling that
he is on the outside of the fence or window--and the good thing is
inside. He will then begin to feel the inclination or desire to "get on
the inside."
We once heard a tale of two Southern darkies, which illustrates this
point. The two were riding on the same mule's back coming home from
work. The foremost darkey began relating the story of some roast possum
he had feasted upon the preceding night. He pictured the possum as fat
and tender; how they first "briled" him, and then roasted him in the
oven; how juicy and brown he looked; how nice he smelt; how he was
served up "wid coon-gravy poured all over him;" and finally how nice he
tasted when the narrator dug his teeth into him. The darkey in the rear
displayed increasing signs of uneasiness as the tale proceeded and as he
imagined first the sight, then the smell, and then the _taste_ of the
possum. Finally he groaned, and shouted out: "Shet up, yer fool nigger!
Does yer wanter make me fall clean offen dis yer mewel?" This is the
point--you must make your prospect see, smell and taste the good possum
you have, until he is ready to "fall offen de mewel."
Words describing action, taste, feelings, or in fact anything which
relates to sense perceptions, tend to arouse the imagination. If the
Salesman cultivates the art of actually seeing, tasting or feeling the
thing in his own imagination, as he talks, he will tend to re-produce
his mental pictures in the mind of his prospect. Imagination is
contagious--along the lines of suggestion. Descriptions of sensations,
or feelings, tend to awaken a sympathetic response and representation in
the minds of others, along the lines of suggestion. Did you never have
your imagination and desire fired by the description of a thing--didn't
you want to see, feel, or taste it yourself? Did you never _feel_ the
effect of words like: "delicious; fragrant; luscious; sweet; mild;
invigorating; bracing," etc., in an advertisement? How many young people
have been hurried into matrimony by an illustration or word-picture of a
"happy home;" "a little wife to meet you at the door;" "little children
clustering around you," and all the rest of it? A well known instalment
furniture dealer of Chicago is said to be psychologically responsible
for thousands of weddings, by his suggestive pictures of the "happy
home" and his kind statement that "We will Feather your Nest;" and "You
find the Bride, and we will do the rest." The Salesman who can "paint
bright pictures in the mind" of his prospect, will succeed in awakening
the Imagination, and arousing the Inclination and Desire. Newman well
said: "Deductions have no power of persuasion. The heart is commonly
reached, not through the reason, but through the imagination. * * *
Persons influence us, voices melt us, looks subdue us, deeds inflame
us."
And so we pass to the stage of Inclination or Desire, by the road of the
Imagination.
The mental state of Inclination, or Desire, following upon the arousing
of the appropriate faculties through the Imagination which arises in the
stage of Consideration, may be briefly described as the _feeling of_:
"This seems to be a good thing--_I would like to have it_." This
Inclination has been aroused by demonstration and suggestion, and the
prospect begins to experience the feeling that the possession of the
thing will add to his pleasure, comfort, well-being, satisfaction or
profit. You will remember the statement regarding Desire given in a
previous chapter: "_Desire has for its object something which will bring
pleasure or get rid of pain, immediate or remote, for the individual or
for some one in whom he is interested. Aversion, or a striving to get
away from something, is merely the negative aspect of desire._" It is
this feeling that you have aroused in some degree in the mind of the
prospect. You have brought him to the first stages of Inclination, which
naturally brings him to a deliberation as to whether he is justified in
purchasing it, and to the point where he will begin to weigh the
advantages and disadvantages of the purchase--the question of whether he
is willing to "pay the price" for it, which is, after all, the vital
question in nearly all forms of deliberation following Inclination and
Desire. But as the prospect's mind passes to the stage of Deliberation,
you must not lose sight of the question of Desire, for it may be
necessary to re-kindle it in him, or to blow upon its sparks, when he
debates the "to buy or not to buy." The Deliberation is largely a
question of a conflict of motives, and Desire is a powerful motive--so
you must be ready to arouse a new phase of "want to" in the prospect to
counterbalance some other motive which may be turning the scales in the
other direction.
In entering into the stage of Deliberation, or Argument, the discussion
passes from the impersonal plane to the personal. The question no longer
is: "Is not this a good thing?" to that of "Should you not have it for
your own?" This is a distinct change of base, and a different set of
faculties are now employed by the Salesman. He leaves the Descriptive
phase and enters into that of Argument. He enters into that second
meaning or phase of Demonstration which has been defined as: "Proving
clearly." And the question of proof and argument is that of whether the
prospect is not justified in acquiring the thing. The prospect's mind is
already considering the two sides of the question, his Caution combating
his Inclination. He is like "Jeppe" of whom we told you in a previous
chapter. It is now a question of "my back or my stomach," with him. The
Salesman's business now is to demonstrate to him that he can and should
acquire the thing. This is a proceeding in which the Salesman's tact,
resources, knowledge of human nature, persuasive power, and his logic
are needed.
The Salesman has an advantage here which he often overlooks. We refer to
the fact that the very objections of the prospect, and his questions
give a key to his mental operations, which may be followed up by the
Salesman. He knows now what is on the prospect's mind, and what are his
general feelings, views, and inclinations regarding the matter. When he
begins to talk he gives you a glimpse at his motives, prejudices, hopes
and fears. It is quite an art to lead the prospect to ask the questions
or to make the objections to which you have a strong answering argument.
You then are able to turn back upon him his own argument. _It is a
psychological fact that the force of a statement made in answer to an
interrogative objection, is much stronger than would be the same
statement made without the question or objection._
Macbain says: "Lincoln, it is related, early learned in beginning the
study of law, that he did not know what it was to prove a thing. By
means of careful, conscientious study, in which he took up the problems
of Euclid, one by one, he satisfied himself that he then realized
absolutely what it meant to prove a proposition. One of the most eminent
judges of the Iowa judiciary regards every legal problem as a
proposition to be proved by a chain of reasoning. The salesman who
determines with absolute accuracy what it means, first, to prove a
proposition, and second to apply the general principles of demonstration
to an immediate matter in hand, knows just how far to go in making his
demonstration, what to include and what to exclude. He can see in his
mind's eye the chain of evidence that he is fashioning and will make
that fabric of his mind exact, logical and convincing."
(Note:--In order to train the student in logical thinking, development
of the logical faculties, and the art of expressing one's thoughts in a
logical and effective manner, we would suggest that he make inquiry
regarding the volumes of the present series known as "The Art of Logical
Thinking, or The Laws of Reasoning;" "Thought-Culture, or Practical
Mental Training;" and "The Art of Expression." These books are published
by the house issuing the present volume.)
It will be seen that the field of discussion in this stage of
Deliberation covers not only the subject of the value and utility of the
goods or proposition, but also the question of the price, the
advisibility of the purchase at this time, the special advantages
possessed, the over-balancing of assumed disadvantages, and in fact the
whole question of purchase from beginning to end. The one thing to be
held in the mind of the Salesman, however, is "_This will do you good;
this will do you good; this will do you good!_" Keep hammering away at
this one nail, in a hundred ways--hold it up to view from a hundred
viewpoints and angles. It is the gist of the whole argument, at the
last. Don't allow yourself to be sidetracked from this essential
proposition, even if the argument spreads itself over a wide field. The
point is that (1) _the thing is good_; (2) _the prospect needs it_; and
(3) _that you do him a good turn by making him see that he needs it_.
We once knew of a very successful life-insurance salesman who had but
two points to his selling talk. These were: (1) "Life insurance is a
necessity;" and (2) "My company is sound." He brushed aside all other
points as immaterial, and insisted with all his heart and soul upon his
two points. He was not an educated man, nor was he versed in the
technicalities of life-insurance, but he knew his two points from cellar
to garret. He outsold many men with actuarial minds, and extended
knowledge. He followed the "rifle-ball" policy, instead of the "shot
gun" plan. When he struck the target, he made a mark!
It is the Mental Attitude of the Salesman which is the power behind his
argumentive rifle-balls. It is his enthusiasm which warms up the
prospect's imagination and desire. And, back of these, must always be
his belief in his own proposition. The Salesman must "sell himself" over
and over again, as friend Holman has suggested. He must answer every
objection which occurs to himself, as well as those which are thrust
upon him in his work. If the goods are right, there must be an answer
to every objection, just as there is a return-move to every move in
chess--just as there always is "the other side" to everything. He must
find this move, and this "other side" to every objection to which his
proposition is open. And he must "sell himself" over and over again, as
we have said. The National Cash Register people say to their salesmen:
"Selling registers is a straight-forward serious work. You have a plain
statement to make of the facts which you are convinced are true, and
which you are certain it is for the prospect's benefit to know. You
should be as sincere about it as if you were a clergyman preaching the
gospel. If you go at it in this sincere spirit the prospect will feel
the importance of what you say, and it will carry its due weight. It is
a fact which you must fully believe, that the register is a great
benefit to any man who buys it; that it will save any merchant many
times its cost while he is paying for it."
Pierce says: "So in selling--it is absolutely essential to be genuine.
First, last and foremost--be genuine. Practice absolutely what you
preach. Be honest. Never undertake a line of goods that you cannot
enthusiastically endorse. Otherwise you cannot 'sell yourself.' And
selling one's self is by all means necessary. Students have asked us:
'How about being honest when the customer asks you a question that you
know in your heart you cannot answer straight-forwardly?' The answer is:
Drop that line; _the sooner the better_."
It is true that there are men who "wear the livery of heaven in which to
serve the devil," and who practice self-hypnotization upon themselves
until they get to actually believe that they are advocating an honest
proposition in place of the "fake" they are proposing. And many of these
"confidence-men" and "green-goods men" throw themselves so earnestly
into their acting that they persuade their victims by reason of their
earnestness. We remember Bulwer's tale of the French beggar whose tears
wrought havoc upon the hearts of his susceptible victims. "How are you
able to weep at will?" he was asked. "I think of my poor father who is
dead," he answered. Bulwer adds: "The union of sentiment with the
ability of swindling made that Frenchman a most fascinating creature!"
But every genuine thing must have its counterfeit--the existence of the
latter only serves to prove the former. The success of the "J. Rufus
Wallingford's" of real life, are more than equaled by their final
downfall. No man can continue to prostitute his talents and be happy, or
even ultimately successful. The Law of Compensation is in full
operation. No, we're not preaching--just indulging in a little
philosophy, that's all!
Let us now proceed to the stage of the Salesman's Closing, and the
prospect's Decision and Action.