Moy is Hom e Improvement Month Elementary, My Dear Watson"

by Fred F. Guyott General sales manager for carpeting Johns-Manville

QO many of the "dos" and o'don'ts" u of selling building materials have been stated and restated for so long, that it sometimes would appear unnecessary to cover the same ground again. However, while the more aggressive dealers are following the essential rules for successful selling, there still are many who miss the boat simply because they are doing business the way they were 20 or even 30 years ago.

While I am speaking mainly about carpeting in this article, what applies to carpet squares-and this, after all, is what holds the big potential for the dealerapplies to many other materials as well. Let's divide our subject into two categories-selling technique and know-how, and the effective use of displays and literature.

Your sales reps must understand what they are selling. If the staff doesn't know the strengths and at. tributes of their rnaterials, they simply are not going to be- efiective salesmen. Bring your group together and have manufacturers' salesmen give a talk, or hold a clinic and demonstration where your people can ask questions and get answers. Armed with knowledge, your salesmen will have greater confidence ando consequently, greater enthusiasm.

Still another part of selling is attention to the customer. Carpet squares are an impulse ilgrna5 s1s others which you may handle. Don't let the potential customer wander about the store simply window-shop-

Story of s Glqnce

Selling techniques and effective use of display literature in selling carpet squares, a hot new dealer item, still call for tried and true selling basics.

ping. Train your staff to be alertto stop work that can wait until later and to give service when the potential buyer is there. If a man on the floor is busy setting up a display and keeps the customer waiting just a moment too long, that potential purchaser may feel neglected, turn around and walk out.

Sure, sometimes everyone is busy. You can't take care of everybody and everything at once. Under such circumstances, a reassuring word such as "we're sorry to keep you waiting. We're just swamped at the moment and will be with you in a minute" will please the person and make him feel wanted. Simple? Of course. It's downright elementary.

On the other hand, if business is slow, the person who is looking around doesn't want to be harrassed by four difierent salesman, repeat' edly cvming up and offering assistance. It's a frne line to draw. It takes observation,

Now in carpet squares we are talking about an impulse item. The customer may be looking for a light fixture or want a gallon of paint, but, here again, a little judicious lead-in may produce a sale. If it's spring fix-up time, the good salesman can easily and cornlortably suggest carpet squares as a basic improvement that will lend a note of practical luxury, color, and sound absorption to family rooms, bedrooms, hallways or virtually any part of the house. (It's nice not to step out of bed onto a cold floor and a warm bathroom floor is pleasant, too!)

Best of all, carpet squares are so easy to put down that a housewife can do the job as well as her husband. If they wait until the weekend and work together, then it will take just half the time! Sizeable areas can he done in a matter of a few hours. It often changes a room's personality dramatically.

Another great attribute of carpet squares is that a single unit can be replaced if it becomes damaged. There is always the chance of a cigarette burn, for example. If and when this occurq the carpet tile can be taken up and a new one put down.

When it comes to displays, see that they ar'e positioned properly in main traffic areas. Carpet squares, once againo are an impulse item. The displays must be "up front," as it were, and they must be kept clean and in good condition to appeal to the eye. If they become dusty or marred or if the stock they hold is allowed to run low, you will simply turn customers away.

The same is true of literature. Keep it out where it is handy. See that it is stacked neatly and that the supply doesn't run out. Brochures collecting dust in the back room aren't selling any of the product for you.

Carpet squares are becoming increasingly popular. Th"y offer warmth, comfort and luxury at a low price. This holds tremendous appeal in a world of rising prices. All it takes is some salesmanship and that, in the words of Sherlock Holmes. is "elementary, my dear Watson!"