SMOOTH SELL'NG

by George N. Kohn, Morketins co:;:::::",,, N. Kahn

Running Into lhe Rude Buyer

Joe Frosto an advertising specialty salesman, was showing his products to an indifferent prospect.

The more Joe put into his presentation the more bored the man seemed to become.

When Joe had just about exhausted his 'line, the prospect, stifling a yawnl asked: o'What else do you have in your little bag of tricks?" o'But why should I stay there and take his abuse?" Joe replied.

Joe came apart at the seams. He had beeome increasingly annoyed with the man and his remark was the final straw.

'o['m not a m,agician," Joe snapped back. "f have no tricks. I cano however, help you to promote your business but you obviously would rather insult me than listen to my sales talk."

With thag Joe packed his bag and strode out.

He was still angry about the incident when he told me the story six months later.

'oYou were justified in getting upset," I remarked. o'but no salesman ever sold a prosllect anything by walking out on trrm."

'oBecause you might find out what is causing him to act like that," I retorted.

()IIE IT{ EYERY TERRIIORY

Almost all salesmen have run into the insulting buyer. There is at least one in every territory. You know this fellow. He doesn't have a good word to say about you or your product. He makes snide re. marks about your line, finds petty faults with your approach and generally behaves like a petulant child. In some cases he flies into fake rages.

The salesman being human, naturally resents this kind of individual. After all, s"llitrg is tough enough without extra problems thrown in. Then, too, it is difficult to maintain one's self esteem in the face of such abuse.

more respect for the salesman.

But these situations are seldom that simple. When a buyer blows ofi steam at a salesman there is usually a logical reason for it. It's up to the salesman to find this reason.

He will never discover it if he walks out in a huff.

ANE Y(lU AT FAUTT?

If a buyer behaves badly toward you, there is one question you must ask yourself:

"Have I done anything to make this man dislike or resent me?'o

Think back over your previous visits. Did you deport yourself in the right manner? Were you courteous and attentive to his needs? W'as there anything about your personal appearance, grooming or habits that might have annoyed him? Have you performed all of your obligations to the buyer? Is he stewing about some unfilled order, damaged merchandise or lack of proper servicing?

Perhaps you did something to deserve his ill will. If so, you can correct the error on the spot and save yourself from future trouble with the customer. Or the buyer may be shooting ofi steam on the basis of a misunderstanding. He may find you guilty of something you did not commit. In this case you can explain the matter. No matter how angry a buyer is, he will usually give you an opportunity to tell your side of it.

SATESMAN t{()T TO BTAME

[,et's assume you are calling on a prospect for the first time. Not only do you not get an order but the man is nasty tempered in the bargain. He treats you like someone carrying the plague.

The buyer may be so up6et he wonot buy from you or anyone else that day. In this instance, bid him a cordial goodbye and try again another day.

However, it may be possible to calm him down and pres€nt your story. You might first say something like this: o'Mr. Jones, if there's anything I've done to displease you, please tell me. I'll do anything I can to correct it." orsMrssAt

If he's at all fair (and most buyers are) he will assure you that you are not tle source of his displeasure. He might even apologize for his rudeness or bad temper. This gives you an advantage and you can go into your presentation with the reason. able assurance that he will hear you out.

DEvtcE

Some buyers insult a salesman as a dismissal device. They want to get rid of him and are not sufficiently adroit to do it in a gentlemanly way. Their irritation is faked.

In this case your wisest reaction is to bring his deception out into the open. Ask him bluntly why he is dismissing you.

There are also buyers who want to create an im,age of themselves as crustry and hard to get along with. They feel that their position will be more exalted if they erect a barrier between themselves and the sales. men. With such individuals it's best to let them play the lion to their heart's content. They mean no ill will by their remarks and they'll probably warm up to the salesman who is tolerant of their foibles.

CAII YOU HAIIDTE IHE RUDE BUYER?

Try these questions and see. If you can answer 'oyest' to at least seven of them you are more than holding your own.

(1) When you meet a rude or insulting buyer, do you stay with him instead of walking out?

Yes D No ,D

(2) When a buyer is insulting do you think about what you might have done on past calls to upset him? Yes ln No lD

(3) Do you get right down to business with a buyer and not waste his time?

Yesl NoD

(4) Do you take into consideration the fact that the buyer may be taking his resentment of other salesmen out on you?

Yes ,n No E

(5) Are most of your customers pleasant to you?

Yesn Noln

(6) Do you fiink you can recognize a bad recep. tion as a dismissal device?

It could very well be that you are the innocent victim of another salesman's poor showing before the customer. The man just ahead of you may have irritated the buyer so much that he is still seething when you come in. Or it may have been the first salesman of the day. In any event, the buyer is not really sore at you. He is simply venting his spleen on the nearest available person.

Yes ,! No .!

(7) Can you counter such a tactic?

Yes E No,!

(8) Do you consider a crusty buyer as a challenge? Yes ,n No ,[

(9) Do you perform all your obligations to the cus. tomer? Yes ,! No Il

(10) ls your deportment such that you are welcome in a buyer's office? Yes n No tr

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The salesman should not let himself be used as a floor mat for a buyer just because he happens to be in a bad humor on a particular day. He should stand up to the man and demand an apology if the occasion warrants one. The customer will have FOR SALESMEN...this is a condens€d verc€nts eac.h cents each ral articles

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