Sv 3 - Free download as Word Doc (.doc /.docx), PDF File (.pdf), Text File (.txt) or read online for free. Save ebay to sell items to get e-mail alerts and updates on your eBay Feed. B000H23TRM Tested Sentences That Sell. By Elmer Wheeler| Hardcover.
Tested Sentences That SellByElmer WheelerA Foreword to the Readerby H. HooverPresident, The Hoover CompanyFor the past ten years it has been the sole business of Mr. Wheeler and his staff of word consultants to survey and analyze selling words and techniques.
I understand that to date they have tested over 105,000 words and word combinations on upward of 19,000,000 people.I know that in the Hoover Company certain words and techniques used by our salesmen have proved fundamentally sound. In case after case I have seen them work with almost mathematical precision. Your salespeople can be the strong or the weak link in your companys sales chain. If one link of a chain will hold fifty pounds, another thirty pounds, and another six pounds, altogether the chain can support only six pounds the holding power of the weakest link. It is like building a beautiful $20,000 automobile. You can have the finest steel body that engineers can create; a powerful twelve-cylinder motor under the shiny hood; smart looking upholstery, strong, sturdy tires, and a tank filled with high-power gasoline, yet the automobile will fail to start if some comparatively insignificant part in the ignition system fails to function.So it is with a manufacturer, distributor, or retailer.
He can employ high-salaried executives to direct his business; he can staff his organization with the best creative, merchandising and advertising brains, yet his ultimate success is in the hands of his sales organization. It is the salesman who is the real boss the real cog in the machine. What he says and does as he faces his prospects and your customers is vitally important to the success of your business. And his success depends, to a great extent, upon the words he uses in the field of selling. The best-looking merchandise, as Mr.
Wheeler says, wont sell itself and the best-looking dotted line wont sign itself without the intelligent persuasion of a salesmans words, backed up by sound selling techniques.It is Mr. Wheelers purpose in this book to help the salesman by showing him how to add forceful sales words and techniques to his regular selling vocabulary so that he will always have complete command over any selling situation that confronts him. This book is based on the authors Five Wheelerpoints, and in the pages that follow, Mr. Wheeler does a fine job of explaining them to you in their relation to whatever you are selling. Some of these Wheelerpoints may sound familiar to you; others you will find brand new. There is nothing mysterious about Tested Selling nothing to be learned for parrot recitation.
Here is simply the result of mans ten-year study of and thinking about what successful salesmen, of all kinds, are saying and doing to make more sales. As has often been said about Mr. Wheelers philosophy, His Tested Selling Sentences are so simple that any one of us could have thought of them but so original few of us ever did.The Story Behind Tested SellingBefore giving you the Wheeler formulas, rules and principles for devising word combinations that make people buy, it may be interesting to you to learn how this Wheeler Word Laboratory was established and has become the first and only business wherein spoken words and sales techniques are developed and tested.When Mr. Wheeler was an advertising solicitor some ten years ago on the Los Angeles Herald, and then on the Rochester Journal, the Albany Times-Union, and the Baltimore News-Post, he developed what to him was a fine sales presentation for retail merchants. He would inform them, with considerable sincerity, and volumes of figures under his arm, that his newspaper had the largest circulation in town, and therefore more people who needed shirts, hosiery, umbrellas, needles and thread, and pots and pans would read the merchants advertisements in his paper and be down to their places of business the next day to buy.A convincing sales argument, he thought, but Mr.
Merchant would always shrug his shoulders and say, So what? He would then point to the hundreds of people in the aisles of his store and inform Mr. Wheeler that perhaps he did represent a newspaper with plenty of circulation that brought people into his store but people just didnt buy. The merchant called them shoppers, lookers, and walk-outs.This sales obstacle had Mr. Wheeler perplexed for many years, because as a newspaper representative his only job was to get people into the stores. Then one day it occurred to him that maybe this wasnt the end of his job - but really the beginning.
Therefore he set about making a careful analysis of the merchandise sold to the stores by the manufacturers. It was the right merchandise, sold at the right price and at the right season.On going over the stores advertisements, he found that they were usually pretty effective. He then narrowed down the problem of why people came to stores and purchased so little to the salespeople themselves behind their counters. Here was the weak link in the setup of the retailer, the manufacturer, and the newspaper.Twenty Reporters Get the FactsTo get definite proof of this fact, Mr. Wheeler approached Erwin Huber, then director of advertising for the Baltimore News-Post.
Together they selected twenty reporters and gave each of them five dollars with instructions to go to The May Company and buy as many of the mens advertised dollar shirts as the $5.00 would purchase and the clerks would sell. When the reporters returned from the store, fifteen of them hadnt bought a single shirt, informing Mr.
Wheeler that the clerks had made no attempt to sell them one. The five reporters who did buy shirts purchased only one each, explaining that the clerks did not suggest a second, third, or fourth shirt.It was evident, according to the reporters, that the clerks figures that after all a man wore only one shirt at a time, so if he bought one, why try to load him up with several?Important Selling EvidenceArmed with this important evidence, Mr.
Wheeler then approached Mr. Wilbur May, head of The May Company store in Baltimore at the time, explained what he had done, and produced his findings. May was most interested.
He realized that he had a million-dollar establishment, with a million dollars worth of merchandise on the shelves yet the real control of his business was in the hands of his eight hundred salesgirls, whose only two worries (and we cant blame them, either) were these: 1. When am I gonna get married and quit working! Gee, I wish it was 5:30 my dogs are aching!Mr. May further realized that the most the manufacturer was doing was getting his goods up to the counters, the most the store was doing was teaching the clerks how to fill out checks properly and placing advertisements in the papers, and that the most the newspaper was doing was bringing the people in alive.In the final analysis, the sales were consummated by the salespeople and on what they say or do depends to a great degree just how much merchandise will be sold across American counters each day.Wheeler Word Laboratory is FormedUpon hearing this story and seeing the facts, Mr. May suggested that Mr. Wheeler be commissioned by his newspaper to go behind the counters and really make a study of salespeople.This study, which has now been going on for ten years, resulted in the formation of the Wheeler Word Laboratory.
The purpose of this unique laboratory is to measure the relative selling effectiveness of words and their sales techniques, to determine with a great degree of accuracy what formation of words and techniques makes the sale more accurate and faster.Many stores and manufacturers have participated in supplying the Wheeler Word Laboratory with hundreds of selling sentences to be tested, and have opened their doors wide as a laboratory wherein Mr. Wheeler could get authentic tabulation of the scientific selling ability of words and techniques.Sales Gains Recorded EverywhereWherever a salesperson is given a Tested Selling Sentence with its proper Tested Technique to replace a time-worn statement, sales gains are noted. For instance, a single sentence increased sales of a manufacturers hand lotion at B. Altmans on Fifth Avenue from 60 per week to 927.Another tested combination of words make sales 78 per cent of the times used at R.
Macy & Company in selling their long-profit brand of coffee and tea.On another occasion two Tested Selling Sentences completely sold Bloomingdales, Saks 34 Street, Abraham & Straus of Brooklyn, and William Taylors of Cleveland out of tooth brushes a staple item for the first time in the history of these important stores. Stern Brothers, in New York, had Tested Selling Sentences tailor-made to reduce delivery costs, and according to William Riordan, president, the first six months use of the sentences showed a relative saving of close to $7,000 over the preceding year. Ten years of study of salespeople ten years trying out formulas, rules, and principles casting them aside for others have brought forth some sound, sensible methods of salesmanship, and Mr. Wheeler offers them to you in the following swift-moving pages.
Tested Selling Institute New York City The best-looking merchandise wont sell itself; and the prettiest dotted line wont sign itself, without the intelligent persuasion of somebodys words.thContentsChapter Page A Foreword to the Reader, by H. Hoover, 2 President, the Hoover Company The Story Behind Tested Selling 4The Five Wheelerpoints1.
![Elmer Wheeler Tested Sentences That Sell Pdf Elmer Wheeler Tested Sentences That Sell Pdf](https://www.elmerwheeler.net/wp-content/uploads/2016/06/TSTS.png)
Dont Sell the Steak Sell the Sizzle! Dont Write Telegraph 13 3. Say It with Flowers 15 4. Dont Ask If Ask Which! Watch your Bark! 22Three Other Wheeler Principles6. Three Little Words That Sold Millions of Square Clothespins 25 7.
Two Little Words That Turned Nickels into Dimes 29 8. They Sold Brooklyn Bridge Again Last Week 34Pertinent Examples of Wheelerpoints, Rules, Principles and Formulas9.
Your First Ten Words Are More Important Than the Next Ten Thousand 10. The Farmers Daughter Moves to Town 44 11. The Best-Looking Dotted Line Wont Sign Itself 48 12. How to Take the Temperature of the Prospect 53 13.
Sentences That Tell You the Other Person is Sold 57 14. Tested Sentences That Make the Other Person Say Yes 6115.
Making Em Hit the Sawdust Trail for You 68 16. Dont Sell the Win Sell the Bubbles in the Glass 73 17. Dont Sell the Sardines Sell the Somersault 79 18. Five Little Words That Sold a Million Gallons of Gasoline 84 19.
Dont Use Words That are Shiny in the Seat 89 20. Avoid Words That Wrinkle the Other Persons Brow 96 21. How to Make Tested Sentences Sell in Door-to-Door Selling 103 22. How to Make Complete Sales Presentations out of Tested Sentences 23.
How to Sell the Man Shopping for His Wife or Sweetheart 110 24. A Lesson in Salesmanship at the Seashore 116 25. The Word Miss Versus the Word Mrs. Old Man Johnston Finds Six Words That Sell Pipe Tobacco 126 27. Selling-Sentence Oddities That Have Made People Respond 131 28. A Cigarette Girl Changes an Expression and Increases Her Business 29. Eight Little Words That Foiled Souvenir Hunters 140 30.
Tested Ways to Hire Or Be Hired 141 31. The Cigar-Store Indian Never Made a Sale 148 32.
Summary of the Five Wheelerpoints 151The Five Wheelerpoints1. Dont Sell the Steak Sell the Sizzle! Dont Write Telegraph.
Say It with Flowers. Dont Ask If Ask Which!5. Watch Your Bark!Chapter 1Dont Sell The Steak Sell the Sizzle!(Wheelerpoint 1) What we mean by the sizzle is the BIGGEST selling point in your proposition the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary.
Hidden in everything you sell, whether a tangible or an intangible, are sizzles. Find them and use them to start the sale. Then, after desire has been established in the prospects thinking, you can bring in the necessary technical points. The good waiter realizes he must sell the bubbles not the champagne. The grocery clerk sells the pucker not the pickles, the whiff not the coffee. Its the tang in the cheese that sells it! The insurance man sells PROTECTION, not cost per week.
Only the butcher sells the cow and not the sizzle, yet even he knows that the promise of the sizzle brings him more sales of his better cuts. For instance, let us take a certain modern vacuum cleaner and see how many sizzles we can develop to get the prospect saying I want! Instead of Oh hum!:1. Positive Agitation.2.
Time-to Empty Signal.3. Dirt Finder.4.
Automatic Rug Adjuster.5. Non-kink Cord.6. Instant Handle Positioned.7. Non-tangle Revolving Brush.8. Grit Removers.9. Lint Removers.10. Dust Removers.
These ten big sizzles will make people buy this particular make of vacuum cleaner. The construction, the mechanism, and the prices are important, of course, but the I want points, as Paul Lewis puts it, are labor-saving, more leisure, cleaner homes and health. Therefore, the vacuum cleaner salesman must advise himself: Dont sell the price tag sell fewer backaches! Dont sell construction sell labor-saving! Dont sell the motor sell comfort! Dont sell ball bearings sell ease of operation! Dont sell suction sell cleaner rugs!
Health, comfort, labor-saving, leisure, and cleaner homes are the sizzles in this particular vacuum cleaner; construction and mechanism the cow. Are you beginning to see what is meant by first finding the sizzles in what you are selling, before even attempting to form the words to convey the sizzles to the prospect? Put on a pair of sizzle specs now and look at your own sales package.
Then write down the one, five, ten, or twenty sizzles you find in the order of what at first blush you believe will be of importance to the prospect.Then Learn to Have You-AbilityOne BIG QUESTION is running through the prospects mind as you are showing your merchandise and telling your sales story, and that question is: What will it do for me?Therefore, almost everything you say or do must be said and done in such a way that it ALWAYS answers this important question! You must develop a NEED for your product in the mind of the prospect for until he realizes a need, you will make little sales progress. Now all of the sizzles you list for your product may create a need in the mind of the customer but remember that although these sizzles may be of EQUAL IMPORTANCE to you, they may differ in importance to the prospect. If you have you-ability, you will be able to take your sizzles and fit them to each prospect with uncanny accuracy! You-ability is the ability to get on the other side of the fence to put on a pair of invisible sizzle specs and see your product through the EYES OF THE CUSTOMER.
You-ability is the ability to say you, not I and the ability to present the sizzles in the order that the CUSTOMER considers important.Summary of Wheelerpoint 1Buried in every spool of thread, in every row of safety pins, in every automobile, in every insurance policy, in every grocery, drug, or toilet goods item, are reasons why people will want to buy it. These big reasons we call the sizzles.Before you even start to see your prospects, you must line up, in your own mind, the sizzles they will consider important. You will then have a planned presentation, based on all the information you can get about your prospects and your selling package. You will find that the use of the word you in your sales presentation will have far more results than the word I. Being able to say you instead of I is known as you-ability. Remember this first Wheelerpoint: Dont sell the steak sell the sizzle. Then with youability in mind you can convey these sizzles effectively to the prospect in the telegraphic manner explained in the next chapter.
Its the sizzle that sells the steak not the cow.Chapter 2Dont Write Telegraph.(Wheelerpoint 2) DONT WRITE TELEGRAPH means: get the prospects IMMEDIATE and FAVORABLE attention in the fewest possible words. If you dont make your first message click, the prospect will leave you mentally, if not physically. A good sales presentation should use as few words as possible. Any word that does not help to make the sale endangers the sale. Therefore, make every word count by using telegraphic statements, as there is no time for letters. Learn the MAGIC of making your selling sentences sell!How to Approach ProspectsPeople form snap judgments. They make up their opinions about you in the first ten seconds, and this affects their entire attitude toward what you have to sell them.
Give them a brief telegram in these first ten seconds so that their opinion will be in your favor. Make the wires sing so you will be given the chance to follow up. I find, after analyzing 105,000 sales words and techniques and actually noting the results of tests of them on 19,000,000 people that this is the magic used by most star salesmen who make single sentences sell! For our example of this Wheelerpoint, let me again go back to the vacuum cleaner, and remembering the ten sizzles in this cleaner, let us see how we can formulate them into ten-second telegrams.
Telegrams That Click Open Prospects Mental Pocketbooks No other cleaner can use Positive Agitation until 1950. The Grit Removers take out dirt you never knew you had. You may forget to clean the bag, but the Time-to-Empty Signal wont forget to remind you.
Apologies to Western UnionSummary of Wheeler Point 2A good sales presentation consists of as few words as possible. If you hem and haw the sizzle, you will make few sales, for your prospects will walk away from you or complain that you are high-pressuring them! YOUR FIRST TEN WORDS ARE MORE IMPORTANT THAN YOUR NEXT TEN THOUSAND! Therefore, make your FIRST words make FIRST impressions by not STAMMERING and STUTTERING when you face your prospects.
They make snap judgments of you and the merchandise by sizing you up with your first ten words. First you use judgment in picking the right sizzle, and then you fit it to the prospect at hand. You dress up the sizzle in a ten-second message and practice Wheelerpoint 2, Dont write TELEGRAPH. The technique that goes with what you say will then come to you naturally and easily, as we shall find in the next Wheelerpoint. Its all in what you say the first ten seconds.Chapter 3Say It with Flowers.(Wheelerpoint 3) SAY IT WITH FLOWERS simply means PROVE your statements!
Happy returns of the day, when accompanied by flowers, proves you MEAN it! The flowers in his right hand as he proposes tell her MORE than the mere words from his lips. You have just ten short seconds and two able hands to sell the prospect and so you must FORTIFY your words with performance! You must back up your selling sizzles with showmanship!
I do not mean you should be an insincere actor, but I do mean that your words deserve the support of your gestures and facial expressions. Your words will get much better results if SUPPORTED than if left hanging mid-air to them, no matter how good the words may be. You know how little the perfunctory Thank you of some clerks means to you. It lacks the reinforcement of sincerity.Synchronize Your Sizzles with ShowmanshipFitting action to your words is the third earmark in making a sale stick with the prospect.
Talk with your hands? If you can use them in a dignified manner. Gesture with them keep them busy.
Pat them rub them move them start them stop them! Show them action and you will get action.
Make Elmer. and Nellie SEE FEEL TOUCH HANDLE almost SMELL and TASTE your sales package and the things they will be heirs to upon placing their approval on the dotted line or their money into your palm!
Make your hands earn a living for you!How to Sell With FlowersTo keep unity in our examples of these five Wheelerpoints, let me stay with the vacuum cleaner, in illustrating this point. How to apply these same five points to other products will be illustrated in later chapters. Apologies to the Florists Telegraph Delivery Association.
Elmer is Mr. Prospect, Nellie Mrs. Prospect to the Hoover Co.
Flowers That Go Over with Vacuum Cleaner Buyers1. Run Cleaner under table or into dark corner, point to Dirt Finder, turn switch on and off to dramatize the light and say: It sees where to clean and its clean where its been. Step on Automatic Rug Adjuster. Invite prospect to do likewise (monkey-see, monkey-do instinct). Then say: It automatically ADJUSTS itself to any thickness of rug. Push cleaner away from you, maintaining your hold on cord. Then pull it back to you lightly, saying: It has BALL-BEARING action a child can move it!
Its the little things you do as you speak your lines that make the sale stand out. The movement of your hands, your head, your feet, and your pencil tells the prospect you are sincere honest convincing! Your face is the prospects most reliable mirror.
But never, NEVER lose a sale because of an unprofessional mannerism.Unprofessional Mannerisms That Kill SalesHe moved listlessly, pointing aimlessly. He leaned on the counter and talked to me and to the next customer. He was slow and yawned several times in my face. He gazed into space, answering my questions. He became antagonized by my many questions.
He got irritated when I didnt understand quickly. His fingernails were shabby; so were his shoes. He kept reaching for his order book, trying to high-pressure me.These Telegrams Lack Action and DramaIt keeps the home clean. (But how?) Its a good investment. (In what way?) Its a good buy. (All salesmen say that.) Youll like it. (I will?)I like it.
(So what -?)Words That Suggest the Prospect See your CompetitorListen to me you just cant go wrong on this. Yeah, but theirs is no good. I wouldnt depend on what their salesman said.
I know my business. It dont use up much electricity. Its not heavy I can lift it see?Do Your Sentences Begin Like This?Look Listen See Im telling you You see what I mean?
Take my word for it. Between you and me Dont let this go any farther, but Comic Valentine Techniques That Lose SalesThe salesman made three attempts to explain the Handy Cleaning Kit. He failed each time because he wasnt thoroughly familiar with the attachments.
The salesman just pointed to the instrument, trusting that the prospect would be worked up over it long distance instead of telegraphically. The salesman leaned on the counter, talking with the palm of one hand. The salesman had some peculiar habit, such as picking his teeth, or scratching his head.
The salesman tossed the illustrated booklet in front of the prospect, hoping she would open it up and see the things in the booklet that might interest her.Summary of Wheelerpoint 3A good single sentence should reinforce Tested Words with Tested Techniques. The MOTION that accompanies utterance of words the expression on your face at the time and the manner in which the sales package is handled are a part of your successful sales presentation. Say it quickly but say it with gestures. Then, if possible, make the prospect imitate what you have done. Make him a part of your show. Its the MONKEY-SEE, MONKEY-DO instinct in the buyer. DEMONSTRATE but DEMONSTRATE TO SELL!
If you want your selling words to ring the bell twice as hard, follow Wheelerpoint 3, and SAY IT WITH FLOWERS and dont ask the prospect IF he wants to buy, but HOW and WHEN and WHERE and WHICH, the technique of closing a sale, which we will find in Wheelerpoint 4, in the next chapter. Get action with action.Chapter 4Dont Ask If Ask Which!(Wheelerpoint 4) By DONT ASK IF ASK WHICH I mean you should always frame your words (especially at the close) so that you give the prospect a choice between something and something, never between SOMETHING and NOTHING.
You will find a sale moving more swiftly to a successful close if you ask leading questions, as a good lawyer does, making it easy and natural for your prospect to say Yes. There are two kinds of salespeople, those who throw huge exclamation marks at you as they talk and those who hook your interest tactfully with question marks.
Being a QuestionMark instead of an Exclamation-Mark salesman is the fourth difference between a winner and a loser in salesmanship.The Value of the Word WhichThe Exclamation-Mark salesman clubs his prospects with his pet ideas and they flee out the nearest exit! He is always using such words as: Im positive!
I KNOW Im right. He points his finger, he pounds the counter, he sticks out his chin, but he never asks the prospect a diplomatic question to find out if his sales talk is going over. Hook the long curved arm of a question mark around your prospects and customers, and you will draw them nearer to the cash register or the dotted line but be SURE you ask them questions that GET THE ANSWERS YOU WANT! Never ask the prospect IF he wants to buy but WHEN, WHAT, WHERE, and HOW!
Not if but which!These Questions Wont Get the Replies You WantCould you afford the better-priced one? Would you be interested in the dusting kit?
Would you like me to explain this feature to you? Shall I demonstrate this to you? How about it? Howya fixed for a?Dont be a How-about-it? Salesman, or a How-ya-fixed-for-it? These are bad expressions to acquire. Eliminate them from your sales vocabulary.
They have grown whiskers, and they lack punch, as later chapters will show. They are not only baggy in the knees with a shine in their seats, but they have grown long beards. Avoid them!But These Questions Get the Answers You WantYou perhaps are wondering what Positive Agitation is, arent you?
You like this feature, dont you? Thats neat, isnt it? Which of these do you prefer? When would you like delivery? How do you prefer paying, weekly or monthly? Where do you plan using it, here or over there?
Ask the RIGHT question, especially in the close, and youll get the answer you want and the order will follow quickly.Tested Questions Revive Wavering SalesWhenever you feel the sale wavering, ASK A TESTED QUESTION - one that will start you off on a new tack. A question gives you a breathing spell while the prospect is answering it. The question mark is also a good method of bringing objections into the open. The technique is very simple to acquire. Whenever the prospect is wavering and tells you some reason for not buying, ASK HIM WHY.
Is the hardest one word for a prospect to answer! He will struggle to answer your why.
He will find it difficult to put his objection into suitable words. His vague, distant, hidden objection is often so imaginary it CANT be framed in words. For instance, observe this example: NELLIE: Ill think it over. SALESMAN: Why? NELLIE: Well I it just seems best. By using this rule of Why you gradually bring out all the objections of the prospect.
Soon all the questions seem answered but still the prospect wont buy. ONE KEY OBJECTION still worries the prospect. Cant realize the need? Feels another has better features? KEEP USING THE WORD WHY!Ask him, Why do you hesitate? Why do you believe it is too costly?
Why do you want to wait until fall? Keep him answering your whys until you find the REAL objection. Then when YOU ARE SURE you have discovered the real objection, handle it with this tested technique:SALESMAN: Is that your ONLY REASON for not buying? NELLIE: Yes, thats my only reason for not buying. Nellie has committed herself! She is behind ONE objection!
Now ANSWER this key objection, and the sale will soon be yours! When you do answer the objection, be sure to say: You told me that was your ONLY REASON for not buying so now I imagine you are ready to have me make a delivery!Summary of Wheelerpoint 4Learn the legal knack of asking LEADING QUESTIONS, especially in the close that get you the answers YOU want. Never take a chance and ask a question unless you KNOW the reply it will get you. Be a good lawyer use leading questions and practice the rule of Why. Bring these bogeymen objections into the daylight with leading questions and watch the bogeymen melt away like shadows!
Whenever you feel the sale wavering, practice Wheelerpoint 4, and ask a question but dont ask IF ask WHICH! Ask WHEN and WHERE and HOW!
Then if you apply the fifth and final Wheelerpoint and watch HOW you say it as well as WHAT you say, as suggested on the next page, you will be master of most sales presentations that you make. You can catch more fish with hooks than with crow bars.Chapter 5Watch Your Bark!(Wheelerpoint 5) We COME NOW to the last Wheelerpoint, and upon its proper execution hinges the test of how much your sales words will succeed or fail for your VOICE is the carrier of your message! The finest sizzle that you telegraph in ten words in ten seconds, with a huge bouquet of flowers and lots of Which, When, Where, and How, FLOPS if the voice is FLAT. It is not necessary or advisable to be an actor and elocute but a PROPER TONE OF VOICE carries the message swifter and TRUER to the other person with least static.His Masters VoiceConsider how much the little dog can express with just one word and one tail to wag! What he can do with the tone of his woof and the wag of his tail in conveying his many messages is well worth emulating! Watch the bark that can creep into your voice!
Watch the wag behind your words!Dont Be a Johnny-One-NoteTrain your voice to run its entire scale of tones. Read a book out loud to yourself at night. Cup your hands behind your ears and hear yourself talk. This is excellent drilling in how to pitch your voice properly.
Avoid a mechanical, monotonous voice. Lower raise talk slowly then speed up dramatically. Vary the tempo of your words! This makes you interesting to the listener.
Dont be a Johnny-one-note. Learn to highlight your sales points by playing the full organ of your vocal chords the entire range! Not just one note! Be the director who can go from instrument to instrument. Above all, avoid tone and voice peculiarities that attract attention to themselves rather than to your message. Here are a few examples to illustrate this point:Smile When You Say These And Reach For the Dotted Line This will shorten your cleaning time by hours. You have only one back one life to live.
If men did the cleaning, we couldnt make these cleaners fast enough. When Nellie says, Ill think it over, Wag These Words at Her Think also of the DIRT that is ruining your rugs. Think also of the MANY BACKACHES still in store for you. When Nellie says, Ill buy Later, Telegraph These Messages Would you continue to use a toaster that didnt work? Would you use a washing machine that left clothing dirty?
What will you SAVE yourself by buying later not your rugs or back just two dimes a day!Summary of Wheelerpoint 5Have the voice with the smile but the smile that hasnt the insincerity of being automatically turned on for the immediate benefit of the prospect. Dont ever smile insincerely, like the wolf at Red Riding Hoods door!
If you fail to smile, if you stick your chin out, or if you look grim, down and out, tired, bewildered, scared, or overly confident, you are SIGNALING the prospect to BEWARE! The last principle, therefore, to make your sales talk stick is to watch HOW you say it. So apply Wheelerpoint 5, Watch Your Bark, and then watch your sale go merrily down the road to SUCCESS!
The wooden Indian never made a sale.Three Other Wheeler Principles1. The Law of Averages.2. The X, Y, Z Formula.3. The A and B Rule.Chapter 6Three Little Words That Sold Millions of Square Clothespins(The Law of Averages) While individuals may be insoluble puzzles, in the aggregate they become mathematical certainties. Sherlock Holmes THIS STATEMENT means that you can never foretell how any one person will react to a given selling sentence, but that you can say with scientific accuracy what the average will do. This philosophy of Sherlock Holmes is the best defense I know for the underlying philosophy of this book: that single sentences can be so constructed as to make a majority of people buy.
Several years ago manufacturers began to distribute square clothespins, instead of their famous round ones. Like most people I became curious and went into the first small store I came upon and asked the clerk what the difference was between the square and the round clothespins. Three cents a dozen difference! Said the salesgirl, snapping her gum in my face. I asked the buyer in the little store and his answer was no better: I sell so many gross of clothespins a week, and this time they happened to come in square why, I dont know! But I do know Ill get stuck with them for what woman will spend 3 extra a dozen for square ones!cMany Reasons for Being SquareI went to the home office of this chain of small stores, and I was told by the merchandising division that these are the sizzles in a square clothespin: 1. They wont slip out of wet hands so easily.2.
You can hold more in your wet hands. They are polished and wont tear delicate garments.4.
They wont split on clotheslines.5. They have knobs on the end so women can hold them intheir mouths, especially if they have no teeth. Everything about these square clothespins was scientific except what the salesperson said to the customers. While I was hearing these sizzles, I accidentally dropped a clothespin on the floor, and a thought came to mind. I visualized a woman hanging up clothes.
She has an armful of wash, clothespins in her wet hands and in her mouth as she starts across the kitchen floor.Suddenly a clothespin falls to the floor. Being round, it rolls under the stove. Like little dogs, clothespins love nothing better than to get under a stove and just lie there. It may roll elsewhere. The woman fails to see it, and a few moments later she backs into it. Down goes the wash and the woman and in comes the insurance adjuster!
Perhaps women would buy the square clothespins, I thought, if we told them this simple sizzle: A square clothespin wont roll when it hits the floor; if a woman drops one, she has only to bend down, pick it up, and go merrily on with her work. She would know at all times where the square clothespins were and would not trip up on them.The Idea Clicks With WomenTaking this idea into our laboratory for polishing and smoothing, and then for tests behind the counters, we packed this selling point into a two-second Tested Selling Sentence, and instructed salespeople to say, when women wanted to know why they were square: They wont roll! Three little words yet they struck home across the busy counters, and customers began to buy them, showing again that what sells one woman often sells others!Story of Indian MoccasinsSome time ago I was called into the Schulte-United Retail Stores to help devise selling language and techniques to sell Indian moccasins to small boys as an extra suggested sale to regular purchases. Here is a composite sales talk used by the clerks in selling these moccasins to boys shopping with their mothers, with the sizzle buried in a long line of sales conversation. Can you pick it out? SALESPERSON: Madam, wouldnt you like to buy a pair of real Indian moccasins for your little boy here? They have triple stitching on the back and cant rip.
The beads are put on with wire and will never break off. They have blunt toes instead of pointed ones; we call them our health moccasins, because your little boys foot will grow straight and healthy all the rest of his life.
CUSTOMER (Usual reply): Nope just give me my package. But when the salesperson was instructed to take the Indian moccasins and place them in front of the little boy, saying, The kind the REAL INDIANS WEAR, Sonny! Sales increased!That single sentence made the little boys eyes pop out. He became an assistant salesman and would start selling his mother on why he should have a pair. Did he care if the moccasins were healthy or unhealthy? Did he care if the beads would last five minutes or five years?
No all he visualized was that he could wear them up and down the street and make his friends envious by saying: Whoopee! The kind the REAL INDIANS WEAR! Basically we are all alike, and we all respond to the same sizzles. This one sells three out of thirteen times it is used!Selling White Shoe PolishEvery one of you at some time or other has gone into a store to purchase some white shoe polish. You have heard many such selling statements as: 1.
It is liquid and spreads on easier. It wont rub off. It is in cake form and lasts longer. It keeps shoes white longer.c c5. Was 25 now 15.Which of these statements would influence you? Which do you think increased sales three hundred per cent? Yes, you guessed it!
The Hecht Company in Washington, D.C., had the three hundred per cent sales increase, and today several manufacturers are using these four words as their main headline in advertisements and on billboards. All people want the white to stay on. It is a basic appeal!The Story of BarbasolI was asked by the Barbasol Company, in the person of F. Shields, president, to find a good Tested Selling Approach to use on men shopping in drugstores and at toilet goods counters.Going to Sears, Roebuck & Company in Cleveland to set up our field word laboratory, we soon discovered there were 146 statements that could be used in approaching a customer, yet one came to the surface as best.
It was: How would you like to save six minutes shaving? This is a sure-fire leading question, for what man could honestly reply, Not interested I love to hang around the bathroom shaving! When the man asked how he could cut his shaving time, he was told:Use Barbasol just spread it on shave it off nothing else required! Sales in this Sears store increased one hundred and two per cent, with only one negative reaction. A man with fuzz on his face said, My gracious, it only takes me three minutes to shave anyway! This answer gave us an idea, and the single-sentence sales opener was changed to, How would you like to cut your shaving time in half? When this even more basic approach was used at William Taylors store in Cleveland, sales increased three hundred per cent, according to reports from Richard Roth, vice president.
And here is further proof that once a sentence or a sales appeal is sufficiently basic, it will sell as high as seven out of every ten people on which it is used properly. The same sentence was sent to Benson, Smith & Company in Honolulu, and in three days sold fiftyone out of seventy-eight people, or the entire product on hand! Thousands of such case histories are in our files, but these are sufficient to indicate there is something fundamental about Sherlock Holmes law of averages: Basically we are all alike and respond to the same buying urges, and the same emotions that sold customers 20,000 years ago sell them today. Now let us see in the next chapter what these basic buying urges are so that we can direct our Tested Selling Sentences at them and thus eliminate blind selling.Chapter 7Two Little Words That Turned Nickels Into Dimes(The Wheeler X, Y, Z Formula) Self-preservation is natures oldest law, but the desire for romance and the desire for money are close behind it. The money appeal simply means, of course, that you can have what you want when you want it. This is the Wheeler X, Y, Z Formula that will teach you at what three basic buying urges to shoot your sizzles.
I AM THIRSTY and stop at the first drugstore I come to. I step up to the busy counter, motivated for a drink by the law of self-preservation, for my throat is parched. I ask the clerk for a Coca Cola, and he says, Large or small, sir?
The store loses a nickel. I am deprived of a longer moment of refreshment, for like most people I automatically say, Small.
A thought suddenly occurred to me: Suppose the clerk had merely said, Large one? Would I have automatically told him, Yes?
I approached Mr. Harry Brown, store manager of Abraham & Straus of Brooklyn, which has more fountain space under one roof than any other store; and Fred Griffiths, president of the Pennsylvania Drug Stores in New York. The experiment was tried out. Whenever a customer asked for a Coca Cola, the clerk would say, Large one? Five thousand tests were made, and the results on our Copyrighted Yes and No Recording System.
showed that seven out of every ten people replied, Yes! Thiscmeant that out of every ten customers the stores received 35 extra business and had more satisfied customers driven to quench their thirst by the law of self-preservation! Two little words that turned nickels into dimes!Wheeler X, Y, Z FormulaIt doesnt take much persuasion to sell a person when you direct your Tested Selling Sentences at their basic buying motives, which are, in their order of importance:. Part of the Wheeler GRAVITATION METHOD of weighing and measuring the relative sellingability of sales words.1.
Basic buying motive of self-preservation. First we must have food, clothing and shelter for OURSELVES before we can think of others, even our mates. It is our oldest INSTINCT to look out for ourselves first, and so it is our oldest buying urge.
X symbolizes the basic buying motive of self-preservation. Basic buying motive of romance. Once we have food, clothing, and shelter, our thoughts turn to leisure, and so comes romance, another natural force in us. Desire for romance is not only for sex, but also for adventure, travel, and so on.
It is our second strong instinct and our second basic buying motive. Y symbolizes the basic buying urge of romance. Basic buying motive of money. With money we know we can purchase security; it gives us the knowledge that we can have food, clothing, shelter, and romance at will, whenever we so desire. Money being our third strongest instinct, it is our third biggest buying motive.
Z is the symbol of the money buying motive. There are, of course, many other buying motives, as any copywriter or sales manager will tell you quickly but the 105,000 selling statements in our library indicate that you can sell 85 per cent of your prospects with just these three simple buying motives because they are so basic!
Memorize this X, Y, Z Formula. You will find its simplicity an important part of its effectiveness. Dont complicate selling too much with too many rules or principles.The Prospects Mental PocketbooksInside the prospects brain are these three basic buying motives three mental pocketbooks. You must unlock them first before the brain will tell the prospects hand to reach down into his pants pocket and get the physical purse.
What is most important to remember is that these three mental pocketbooks are not in the logical front part of the prospects mind but are buried deep in the emotional back part of the brain. You must fashion your words so that they will fly past the prospects cold reasoning, his logical front mind, and move, emotionally, his real basic buying urges in the depth of his brain.The Desire and Fear Selling SizzlesTwo strong forces that motivate the three mental pocketbooks in the prospects mind are (1) fear and (2) desire. If we fear for our health, we are prompted to respond to medical advertisements addressed to our pet worry; and we respond to statements inadvertisements about Florida or California, where health is supposed to be available under every palm tree (X).If we desire to end money worries and become financially secure, we find ourselves listening to insurance men, bankers, or gold-brick sellers, provided they play upon our desire for money (Z). If we bought from the logical front part of our minds, we would quickly out-reason the goldbrick seller, or the man with Brooklyn Bridge to turn over to us, or the old medicine man, or the circus barker.
Since we buy not from cold logic but from emotional urges, we respond to all forms of statements designed to motivate our three basic buying motives, and we are quick to reach for our cash when we read or hear: Corn gone in five days or your money back. (X) How to be the life of the party. (Y) End money worries quickly.
(Z) Free roller skates. (Y) No down payment necessary. (Z) Be an executive while still young. (X, Y, Z) Removes every trace of dandruff. (X, Y) We wont admit that we buy emotionally but we do! That fact must never be lost sight of, nor the fact that the same emotional urges that made Caesar buy, if sufficiently basic, will make your next customer buy!Selling Buttonless Union SuitsThe greatest desire of every mother is to be relieved from some of her daily tasks, such as dressing and undressing little Willy five times a day (X).
Realizing this, I had a young lady inthSaks 34 Street one day, at the suggestion of H. Redman, president, experiment with selling sentences to promote the sale of a new buttonless union suit. Of over thirty different selling sizzles in the garment, the one that sold the garments, which incidentally cost 25 more than those with buttons, was: The little boy can put it on ALL BY HIMSELF! That single sentence gave the mother a desire she had always dreamed about, and it isc cbasic enough to sell the suits to any mother with the 25 extra to spend.Selling Expensive Safety PinsThe fear of every mother and of women who are not mothers is to have a safety pin burst open at the wrong moment and stab the wearer (X).