SMOOTH SELL'NG

bv George N. Kohn, Morketine Co:::::I",r, N. Kahn

fumples Con't Tolk

' Quite often a salesman is asked to leave a sample with a purchasing agent.

The agent may want to examine it at leisure or show it to someone else in his organization, perhaps an engineer.

By all means honor this request but don't walk away with the comfortable belief that the sample will make the sale for you. It won't. You must back it up with a solid presentation. The buyer n,eeds more than just the sample to help him make up his mind.

Somple Core

No sample should be left with a buyer unless it is complete and perfect in every detail. A misplaced tag or label, a dirty or soiled part could spell disaster for you. Before you deposit the product with the purchaser, go over it with loving care. Make sure ils appearance has maximum appeal.

Not long ago a young man called at our house, selling encyclopedias. He was neatly dressed and well educated. But what impressed me most was the way he handled his sample.

He had a volume of the encyclopedia in a zippered velvet bag inside his briefcase. The salesman withdrew the book with near tenderness. The volume was immaculate.

The young man leafed through the pages as if each were made of precious material. There was in his presentation a great deal of showmanship, drama, if you like. But it was highly efiective. I am now the owner of a new set of the encyclopedia.

The Service "Somple" expect the information to be volunteered by the salesman. Why should he have to pry each detail out of you? If such is the case you could hardly blame him for thinking that you aren't very interested in what you are selling.

Corry Your Somples

By urging you to support your samples with presentation, I don't mean to minimize the importance of the samples themselves. They play an important role in selling that should not be overlooked.

Some salesmen avoid carrying samples, .especially when they are large or bulky. This is an error. The sample can often mean the difference between success and failure with a prospect. You might get a buyer all warmed up with your sales talk and then have to run out to get the sample. The prospect may be considerably cooled ofi by the time you return. When you have the sample on hand you can keep his interest at the right pitch for an order. Even going out to your car for the product may break the rhythm of your presentation.

Know your Scmple

You can't do an efiective job of showing your sample unless you are thoroughly familiar with it.

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Suggest to the buyer that he handle the sample. There is something almost magic about touching a product. Getting the "feel" of it will arouse his desjre and help you close the sale. Handle it first yourself and then invite him to do the same.

It's a sound idea to keep talking while he's holding the product. This will make him conscious oI the sample's style and quality.

Sometimes it's a wise policy to leave a sample with the buyer whether or not he asks for it. You may have been pressed for time during the interview and were unable to get your full message across. The buyer may have been distracted and did not absorb all your points. There may not have been a convenient location for showing vour line.

Outside Showing

You may have to show your samples in a hotel suite or temporary showroom. In this instance you are the host and should perforrn accordingly. Make sure the buyer is comfortable when he views your products. Take care to see that the lighting is adequate and, if possible, flattering to your Iine. Provide a handsome setting for your samples so that they stand out.

If the buyer is on the fenoe, why not suggest that he take a sample back with him. If the product is large, some arrangements can be worked out to ship it to him. I wouldn't do this for anyone ofi the street but i{ the prospect is reputable vou are safe in letting him have the sample for a few days. Samples are easy to replace but customers are hard to get.

How about your sample technique? Is it working for you? Here's a gauge to help you sell. If you can answer yes to seven or more questions you have little to worry about in this phase of selling.

i

The proper use of samples applies as well ,' to the service salesman. A service salesman. t for example, should see that his presentail I tions are clear and easy to read. In preparing a proposal, he should make sure that the prospectus answers all probable questions. A prospect wants to know what he's going to get, how much it will cost him and for how long.

Tolk Aboul your Somple

Some salesmen have a tendency to let lheir samples do their o'talking" for them even when they are present. The prospect needs some guidance. And he has a right to

T.PEPHNTS.FOR SALESMEN this is a condensed ver- 'r,tlon. Each tesson is available ir an expanded form, in a I i-.paee brochurc,-size-B,V.xtl, printeo in'i cotors-b:n-' jiiite .-lFolEy.paper and is 3-hole punched to fit any standard 3_ y.pgp€r ano rs J-note omde-r. .b,acn. subject in this expmded version is fullv complelely developed in comprehensive detail and iri- r a se[.€xamtnation quiz for Salesmen. prices are as erdclci........:.:.:_::j0 ccnr, ili; coDlc! (o! crcb rr:dclc).._...........-25 c.ntr cach

Don't learn in the prospect's oft.ce. Bone up at headquarters or in your home. If you need technical assistance, get it from one of your engineers or production people. A sample will take on a much more glamorous appearance if you'obring it to life." If your talk is convincing and knowledgeable, the prospect will see in the sample the advantages that you do.

Where do you show your samples? This can be an extremely important factor in getting an order.

Some buyers will be annoyed if you toss a sample on their desk. Others will be sore if you put it anywhere else.

In any event, don't choose a spot that is a poor setting for your product. I\{ake sure that the surroundings enhance your sample. Be fussy about lighting" backdrop, etc. Fine diamonds ar,e not displayed in a cigar box by a jeweler. They are appropriately exhibited on rich velvet.

L Do you leave samples with buyers who ask for tnem/ Yes ! No E

2. Do you sometimes suggest leaving them even if ^ there is no request? Yes E No n

3. Do you make sure the sample is in tip-too coi. dition, tags in place, etc.? Yes ! lto tr

4. U0 you carry samples, no matter how bulky?

5. Do you know your product soYiseiFrrlo.tldemonstrate it without a hitch? Yes !- No ,!

6. Do you handle your samples with loving care?-

7. Are- your outside showing, ,ntr.nlint '?urn8rkEuct? YeiE Nb tr

8. Do you encourage the purchaser, to handle ttte sample? Yes n No tr

9. Are your samples displayed to best advantag-

10. Do you believe it's worth losingYlsn?rrrT?rr? sample to gain a customer? Yes ,D No ,E compefitlon tg. |row To Dlslodgc A ing Division, Department Tp,-Z1Z Fifth AvCnue,-iVJi, f-f. Iakfns A Rtsk prcsDec{ FroD An York. N.y. t00t0. . ..- ._. :, :_ -'. ".-, it. pr"iin-g ii,"Eiirr Game Edsdng Suppncr Listed here are the titles of the first 24 lessons in the *smtiotii- Srli-ng"--SaliJ-triining couise.' "'- 13' se[lrg An rdea 20. Ya1dng srl*nen of l. The Salesnan |s a 14. Buylng Commlttees Are Customerr V.I.P. 6. yot Are A Goodwlll Here To Stay 21. Repcel Orders Arc Not

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