HOW TO GET ATTENTION
You must interest your customer before you can hope to
influence him.
“Shape your argument in harmony with conditions; don’t try to
force a square block into a round hole.”
There are three principal ways in which to get the favorable attention
of a prospect; the first is “affording pleasure;” the second, “exciting
admiration,” and the third, “arousing curiosity.” As often as possible we
should combine all three.
If our words and our expression radiate genuine, cheerful good-will, then
the customer is pleased to meet us. We can cause him to be still more
pleased, if we praise, in a very tactful way, some of the good qualities
which we quickly observe in him.
Our appearance, from head to foot, is what causes admiration. We should
always be well groomed; hair properly cut and carefully arranged; teeth
well cared for; eyes bright; linen immaculate; clothes well pressed;
cuffs and collar free from frayed edges. Loud colors and loud jewelry
always detract from the power of the salesman. Heels that are not run
down, and shoes that are well polished, are final factors to consider.
We arouse a customer’s curiosity by asking him suitable questions. It is
a good idea to prepare him for the kind of an answer you expect, by some
positive suggestion, before you ask the question. For instance, a man who
wishes to sell a beautiful piece of jewelry can say: “I consider this a
very beautiful stone, which has been set most artistically.” Then he can
say to the customer; “What do you think of that jewel?” Invariably, the
customer will tend to agree with him, and this helps to get their minds
together.
The late Elbert Hubbard used to say that he always began an advertisement
with the statement of an incontrovertible fact. The public read it and
agreed. It could give rise to no antagonistic or opposing train of
thought. It established a coördinate bond between the writer of the ad.
and the reader. Then Hubbard followed with statements concerning the
article advertised. With these the reader might not agree, but at least
he started reading the ad. in a friendly spirit.
Remember this: it is never best to begin to talk much about your goods
until you have secured real attention, not simply a civil attention, for
courtesy’s sake, but the genuine thing. Real attention is “a thought
spiller and a thought filler.” The customer “spills” his thoughts, and
“fills” in the salesman’s thoughts.
Some salesmen have found it a big advantage to get the customer to do
some little thing for them, such as holding a sample, loaning a pencil,
getting a piece of paper on which to figure, etc. Requests for favors of
this kind, however, must be made in a tactful way. The idea back of this
ingenious method is to start the will of the customer acting according to
the salesmen’s will.
If the moment seems favorable you should take the order at once and
dispense with all salesman’s art; but after taking the order, proceed to
strengthen the customer in his decision by calling attention to certain
strong points of merit in your goods, and certain strong reasons which
you believe will make the customer glad he has made his purchase. Be
careful, however, to avoid over-talking. This is a blunder that has cost
many a man dear.
The art of a salesman shows itself in his ability to focus his energies
quickly and to size up his prospect in many respects at a glance. He must
see what kind of a temperament he has to deal with. He must know what
to do and what to say to each particular man. Before entering a strange
office he has no idea what sort of a man will confront him, whether one
who is fat or lean, of a nervous or a phlegmatic temperament, whether
vigorous or in delicate health, whether a thin-skinned, sensitive man or
one of a coarse type with a rhinoceros hide.
In calling on regular customers, the salesman must be alert for passing
whims that modify their disposition. He must take in a man’s mood at a
glance. If he is in a bad mood, he cannot approach him as if he were in a
happy mood, as though he had just had some good news. He must be able to
tell by his appearance whether he is pleased because business is booming,
or whether he is disgruntled, his mind clouded either by business or
domestic troubles. In fact, a salesman must be able to recognize quickly
and deal adequately with all sorts of men and moods, and business
conditions, or he will fail at the start to get the sort of attention on
which his sales depend.