THE SELLING TALK OR “PRESENTATION”
Talk to the point; talk with reason; talk with force; talk with
conviction.
Let your selling talk be direct, natural, and as brief as
possible.
Much has been written on the question of a selling talk, and there is
no little misunderstanding on this all-important subject. Every one who
has “a story to tell” has what may be called “a selling talk”; that is
to say, a best way of setting forth what he has in his mind. Some prefer
to call it the “presentation.” A “presentation” may consist of a few
sentences, or it may consist of a half hour’s talk. Salesmen in many
lines cannot prepare a fixed story or address, such as would be given
by a statesman addressing a legislative body, or by a clergyman in a
sermon, or by an actor giving a monologue, and yet, large numbers of
salesmen, through failing to have a simple, clear, carefully worded talk,
fail to get a customer interested in their merchandise. The question
of a selling talk should be left to the judgment of the sales manager.
He will be well qualified, ordinarily, to tell just what this should
consist of, and, also, when to make exceptions to the use of a selling
talk. Inspiration will not come just when the salesman wants it. Many
points get lost in the convolutions of the brain. Too much or too little
talk may be indulged in, unless a salesman knows just what he is going to
say and how to say it. Do not be misled, however; there are many men who
speak poor English, and who do not have what would properly be called a
“selling talk,” yet they succeed as salesmen. These men do, however, know
the merits of their goods, and they have a peculiar way of putting it up
to the customer to judge for himself.
I once saw nearly a thousand dollars’ worth of underwear sold, with
scarcely a word spoken. The salesman spread out his goods, and the buyer
examined them hastily, but carefully, and made the selection, simply
asking by what number the goods were known, and the price. I saw not long
ago, about five thousand dollars’ worth of furs (muffs and neck-pieces)
bought, with very few words spoken. In both these cases it must be
remembered that buyers and sellers were well known to each other; there
was mutual confidence; the houses were reliable, and unsatisfactory goods
would mean loss of future business, as well as a return of the goods.
There are certain main selling points which can be selected and should
be selected for every line of goods. Some of these selling points will
be more effective with one class of customers than with another. Here is
where the salesman’s judgment comes into play. Let us take the single
example of the white goods business. In this line, there are five main
selling points which I once heard given by Charles A. Sherman, of Sherman
& Sons, leading merchants, of New York. These five points are:
1. Artistic merit of goods, beauty of design, etc.;
2. Intrinsic value;
3. Comparison with rival goods;
4. Degree of conformity to prevailing modes or fashions.
5. Adaptability to buyers’ needs, price, etc.
Around these may be woven a brief or a lengthy talk, according to the
needs and the disposition of the customer with whom the salesman is
talking. Let your selling talk be direct, natural, and as brief as
possible.
The presentation of your proposition involves, principally, a clear,
simple and suitable description of your goods. The cleverest salesmen
arrange the points in a logical order, working up from the least
importance to the strongest.
Always put the question of price off just as long as possible, unless
the price is so low that this point alone adds much to the other selling
points, as for instance, setting forth the prices in a 5 & 10 cent store,
or giving the prices of special bargains.
Be willing to answer all questions and objections made by your customer,
but forestall, as far as you can, the objections he is likely to make.
You can do this by exerting the power of a strong personality, especially
by showing much enthusiasm, which tends to burn up the objections a
customer is inclined to make. No matter how positive or how graphic you
are in your descriptions, always be natural, otherwise your mannerisms
will detract from the effectiveness of your talk.
The best authorities consider it a decided handicap if the customer
“turned you down” at the start by a negative answer, or a negative
attitude. When you foresee that the customer is about to say, “No,”
or to turn away, strive to keep his mind in the balance until you can
attract his attention to some new features of your goods, or to some old
features, in a new way.
The length of time given to a presentation, will vary with the goods and
with the customer. Experience with each particular line, and the advice
of your sales manager always should be followed.
On the floor of the Stock Exchange there is no such thing as a
presentation, or the getting of favorable attention, in the strict
interpretation we give to these words. Men are there alert to give
favorable attention to certain securities. They know in advance the
strong points of these securities, and when the right price is quoted
the decision to buy will come quickly. This holds true in many instances
where staple goods are offered at current prices.