How to get the most from sales literature

Know where to fnd' il.' Many salesmen have to rummage through their briefcases before they can come up with a piece of literature requested by a prospect. The sorry fact is that no prospect who witnesses such fumbling can have quite so high an opinion of the salesman as he started with. Moral: know exoctly whereyour literature is so ilwt you con rerrieae it quichly and. smoothly.

Sfory al s Glonce

Conclusion of o two-port series reloted here ore oddifionql techniques lo gel your cuslomer to reod your soles literoture qnd relote io it lost month's story (see July, p. ll) told how to introduce soles literoture, gef ocross ihe generol ideo ond then zero in with helpful specifics.

REQUESTS IIc PROSPECTS

Read, a paragraph: Ask prospects to read your trial offer or guarantee. Seldom will a buyer refuse. Decide what's in your circular that you can ask this buyer to read.

Comment on f.gures: Letts say you have some figures in a folder. You show them to the prospect. You ask his opinion on tlem. Suppose your circular claims that 85/o of all industry uses your product. You show this claim to the prospect and ask, "What would you say that figure is in your industry?" When you get his figurg use it along with the one you brought with you.

Gioes his opinion: One smart sales' man lays a circular before prospects and asks, "Would you look at that, please, and tell me whether or not you think it gives a buyer the information he would need to make a decision?" Of course, they look at the Piece and give their opinion. Some salesmen say, "Our advertising department has asked me to get your opinion." Well, they get it and at the same time theY are sure that the prospect has care' fully examined the piece of literature. This scheme is sometimes used to assure a second interview. "I'll just leave this with you,'n the salesman says. "When I'm back this way in two weeks, you can tell me what You think."

Ansuter questi.ons: When you want to know something about the pros' pect's business, you can use your circular to get answers to your ques. tions. You show the picture of your product and ask, "Which of these two grades do you use?

There you have them-some suggestions on how to use the printed matter your suppliers send you. Bear in mind that somebody works hard and puts a lot of thought and cash into the literature you. are armed with. So when that new piece of literature comes out, figure how best to use it with your customers. It can do wonders for vour sales.