SMOOTH SELL'NG

by George N. Kohn, Morkeling Consuhonf CoPyight-Gcorsa N. Kahn

Several years ago a young salesman was on the verge of getting the biggest order of his career.

For months he had worked hard to sell a complete air conditioning system for a 40-story office building in Manhattan. The final decision rested with the Board of Directors, who asked the salesman to come in and make yet another presentation.

The Salesman, Pat Baxter, was received politely but not too warmly. A couple_of the directors were clearly cold to the idea and threw Pat some sharp questions.

As he attempted to answer the queries, Pat began to see months of effort going out tJre window. As the questioning progressed he seemed to be getting farther away from his goal.

Then Pat had an idea.

It was a rather warm day and he asked permission to remove his coat. He then took out his handkerchief and mopped his brow. The idea was contagious. Several board members shed their jackets and one complained aloud:

"It's kind of hot in here."

That did it. The directors began to think about air conditioning in terms of their own comfort. Twenty minutes later Pat wrapped up the sale.

The simple act of taking off his coat had triggered a favorable response.

Pat's experience illustrated an important truism in selling: Buyers often must be put into a kind of readiness by the salesman. They must be jolted, kidded, cajoled or charmed into giving you an order'

Joy wolking Admitted

I was hurrying to an imPortant con' ference with a buying committee, which held my future in their hands. It would be the biggest sale of my life or my biggest bust.

So engrossed was I in my thoughts that I hardly noticed my surroundings as I quickly crossed a street.

When I got to the curb I almost bumped into a burly policeman who had been waiting for me, hands on hips.

'oDo you always jaywalk?" he asked me, pulling out his ticket book. fuI walked into the conference room, some members of the buying committee glanced at their watches. Their faces showed annoyance. Not an auspicious beginning.

I hadn't been aware that I was jaY' walking and told him so. Further, I asked him to excuse the violation as I was on my way to an important'business meeting. instead, the officer lectured me for l0 minutes on the danger of jaywalking and then wrote out a ticket. The result was that I was late for mY interview.

In this situation I instinctively knew it would be foolish to go right into my sales talk. Clearly, some sort of ice breaker was needed.

So I explained the reason for my tardi' ness, admitting both the jaywalking charge and the lecture.

"If I don't do a better job of selling with you than I did with that policeman, I'm doomed," I said smiling.

That did it. There was appreciative laughter and everyone seemed to relax, including myself. I went on to make the sale.

I like to think that my selling skill had something to do with getting the order but there's no doubt that my jaywalking story put the committee into the right frame of mind' Get Buyer's lnrerest

Relating an anecdote or tossing ofi a gag are simply examples of techniques in getting the buyer on your side. The means can vary. The important thing is to somehow clutch his interest, to make him aware of you.

The mechanics used in attaining this objective may vary with the prospect. A joke may land with a dull thud with one person and convulse another. Some individuals would warm up to a comment or two on the national political scene.

It's not easy to predict the reaction of any one person but you might make a few tentative stabs to feel him out.

Mentioning the buyer's hobby might strike the right note. If you should learn that he is an avid fisherman, pr€pare some

Weslern Lumber & Buildlng Moteriqls TYTERCHANT small talk on him. about angling rbefore you call

Don't wait for inspiration in the buyer's office. Decide the night before or even en' route what tactic you are going to employ to get the interview ofi the ground. In fact, it's best to have two plans in case one proves unworkable.

Be aware of your surroundings as you travel to the interview. Perhaps something you see will be enough to excite the buyer's interest. Or spend some time read' ing the paper for ideas that might appeal to the prospect.

Use Sociol Aids

A certain amount of judicious entertain' ing is a proven aid to selling. I am not referring here to bribery or excessive free loading. I doubt that many orders are ob' tained because the buyer got a free meal from a salesman.

But there is a definite advantage in creating a pleasant atmosphere in which to conduct business. In his office the buyer may ,be harrassed and overworked. He doesn't have time to think about buying. He needs to get away from the hurly-burly of his schedule to collect his thoughts. This is where you can help him. Suggest (but don't push the matter) that he meet you for dinner so he can hear your presenta' tion. You might say something like this: l. Do you think in terms of selling ideas? YesE NoE

"I see that you are pretty busy this morning, Mr. Jones' Maybe we can both relax at the end of the day over a nice dinner someplace. I can give you my story then."

How are you in selling ideas? Try this quiz and see. If you can answer ttyes" to at least eight questions you are a likely candidate for success in this area.

2. Have-vou developed techniques for developing buver -readiness?' Ys5 a No E

3. Do- you put them into Practice? Yestr Non

4. Are you willing to listen to a buyer's troubles? YesE NoD

5. Do you somefimes encourage him to unburden _ fiimjerir _ yes n No I

6. Do you plan your approach with the buyer befoig - fhe'inteiview? " Yes D No n

7. Do Vou try and tailor it to the type of buyer? Yesn NoE

8. Dt vri-u sometimes suggest meeting the buyer for dinner to talk business? Yes n N0 n

9. Are you always aware of the "climate" for sellin!? Yes. E. No !-

10. bo vi'u occasionally make yourself the butt oJ an anecdote or joke to warm the Duyer t0 yout Yes ! No fl

11. Do vou believE vou use the technique for warming -a buyer thai is suitable for you? Yesn NoD

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REDWOOD

AIR-DRIED KITN.DRIED GREEN

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