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Pastimes : G&K Investing for Curmudgeons
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To: JohnG who wrote (8795)11/26/2000 1:49:28 PM
From: Uncle Frank  Read Replies (3) of 22706
 
>> If a salesman does not ask for the order, he won't get it. Ask Lindy Bill for confirmation of this critical aspect of the art of selling.

Big John, my friend's approach was not to confused with salesmanship, and it wasn't very artful. A potential customer goes through a number of steps before they are ready to give a "yes" answer. A salesman who ignores the process and goes for the "close" diminishes the probability of getting an order to near zero. The steps are as follows.

ATTENTION: You've got to get customer focused on your offering. A SALE sign in a mall is designed for that purpose.

INTEREST: The offering must be presented so that it benefits the customer. A window display that shows how attractive the product will make its users look lures them into the store.

EVALUATION: The customer needs time to gather data (such as price and specifications) so they can compare it to other offers they have seen and determine the relative value.

DECISION: Once the customer has gone through the first 3 steps, the artful salesman can attempt to influence their decision.

Attempts at premature closing has lost more orders than failure to ask for an order. Think of your 17 year old son interrupting you while you are watching the final 2 minutes of a football game, and with no explanation, asking for money to buy a Harley.

cuf
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