Masonry Magazine May 1967 Page. 10
THE SELLING PARADE
by Charles B. Roth, America's no. 1 salesmanship authority
The Selling Parade by Charles B. Roth is another new feature added by Masonry. Watch for it in all future issues of the magazine for the entire Masonry Industry. Cut out this article and future articles and place them in your business file for further reference.
A Man At A Railing
Though they sell successfully for years, a good many men are still stumped when the prospect on whom they are calling comes to the railing, looks over the rims of his glasses sternly and asks: "Well, what is it? What can I do for you?"
Obviously, the thing he can do for you that would please you most is say: "Come on back to my office where we can discuss this matter in peace and quiet." But that is the one thing he doesn't want to do: so he comes to the railing in order to dismiss you easily, quickly, definitely.
Many plans have been suggested for handling the situation. Some invite themselves into the man's office.
"What I have to say, Mr. Canfield, is so important I believe we ought to discuss it in your private office. May I come back?" is the way one man handles it.
That is all right-with some prospects. But it leaves the salesman wide open, for all the prospect has to say is, "No," and then where is the salesman? Much better is the plan used by a prominent Baltimore salesman.
In place of asking for permission to go into the man's office, he carries with him some important-looking papers, a chart, some figures. After he introduces himself, he glances here and there about the office, then says:
"I have something very interesting and important to show you, Mr. Canfield. It requires a desk or table." (Still glancing here and there he has that part of his act down pat.) "I wonder if we couldn't go back to your office where I can spread these things out?"
"It won't take me but a minute to show them to you but I think they will interest you a great deal."
In eight cases out of ten he's able, through this ruse, to get what he wants -the buyer away from that railing.
The Kind Of Salesman
Prospects Like
There was some thinking done in the writing of the following. Whoever wrote it, knew all of the things that we in selling and serving have to know and feel.
It's a Pleasure to Meet Salesmen-
Who are amenable to advice.
Who are an influence for good.
Who never belittle others.
Who do not boast.
Who are habitually cheerful.
Who believe in the dawn of a better day.
Who are interested listeners.
Who are always sincere.
Who are free from resentment.
Who dress in good taste.
Who are engaged in useful work.
Who are discreet.
Who give praise where it is due.
Who are quick to right a wrong.
Who know what they are talking about.
Who are always on time.
Who have a keen sense of humor.
Who fulfill their obligations.
Who are self-disciplined.
Who possess common sense.
Is it any wonder that those who have these attributes will get along better in selling and servicing and will live more comfortably and more cheerfully in these days?
If You Plan You Win
If you want you can learn salesmanship-how to sell more almost anywhere and from almost anyone even from the world's greatest tenor Caruso.
That is where one of the most famed salesmen from Kansas City, Clay Hamlin, learned it. He taught it to other insurance men all over the country.
It seems the great tenor was a master hand at preparing advance notices, at setting the stage, seeing that the orchestra was exactly right, getting everything ready.
But when all was said and done, a moment came when Caruso had to step out on the stage, face the audience, and sing. If he would not have have done that, if he could not have done that, he would not have been Caruso.
This story has been repeated many times of course and one of the highest producers in the country says that for some reason he always thinks about it when he is tempted to stay too long in the office shuffling cards, making notes of ideas, etc. He just can't forget that even the great tenor had to face the audience.
Out on the West Coast there is a man who is topping his office month after month consistently. He says: "Yes, that Caruso story showed me the importance of not only organizing my plans, of preparing my presentations, of doing a lot of reading and studying about insurance, but I found the only way to make all this produce a record business was to get out before prospects and sing.
"And," he said, "maybe I should have kept this to myself. Now that my 'secret' is out, I'll likely be having stiffer competition. Others will probably be beating my marks. Well, of course, I know it can be done."
Cut out this article and future articles and place them in your business file for further reference.
All rights reserved. May 1967 Copyrighted by CHARLES ROTH.