THE PSYCHOLOGY OF SALESMANSHIP/PART 9
CHAPTER IX
THE DEMONSTRATION
In
the last chapter we left the Salesman at that stage of the Approach where the
prospect manifests enough interest to ask a question or make an interrogative
objection. This is an important psychological point or stage in the game, and
here the Approach merges into the Demonstration on the part of the Salesman;
and the stage of passive attention on the part of the prospect merges into that
of active attention, discussion and Consideration. The moment that the prospect
ceases to be a passive listener, and displays enough active interest to ask a
question or make an interrogative objection, the great game of the sale is on
in earnest. The Demonstration has begun.
This
stage of the sale closely resembles a game of chess or checkers. The approach
and preliminary talk of the Salesman is the first move in the game; the answer,
question or objection of the prospect is the second move—then the real game or
discussion is on. It is now "up to" the Salesman to make his second
move, which is a reply move to that of the prospect. And this particular move
is a highly important one in the great game of the sale. Like an important
early move in checkers or chess the success or failure of the whole game may
depend on it, so it is well to have this move mapped out as a part of your
preliminary study.
Macbain
truthfully says of the first remark of the prospect: "The customer is not
going to commit himself in response to the first remark. He always holds considerable
in reserve. An objection—either expressed or implied—can always be counted on.
It may vary from a general 'busy' statement, or 'no interest in what is about
to be submitted,' or it may be a specific statement—even heated, in fact—that
the one approached has 'no time for the salesman or his house.'"
But,
just as in chess or checkers there are certain "replies" indicated
for every one of the first few opening moves, all of which are fully stated and
explained in text books on these games, so in the great game of
Salesmanship there are certain replies indicated for these preliminary moves on
the part of the prospect. The large selling concerns have schools of
instruction, personal or correspondence, in which the Salesman is furnished
with the appropriate and logical answers to the objections and questions
usually advanced by the prospect. It will be found that there are really but
few moves of this kind in the game of the average prospects—they tend to say
the same things under the same circumstances, and there is always an
appropriate answer. The salesman will acquire many of these answers by
experience, conversation with older salesmen, or by instruction from his
sales-manager or the house. Each line has its own stock of objections, and its
own stock of replies thereto.
There
are two general classes of replies to objections, which apply to nearly every
kind of proposition. The first is that of deftly catching the objection on your
mental fencing-foil, allowing it to glance off, and at the same time getting a
thrust on your opponent. President Patterson of the National Cash Register
Company is credited with special cleverness in this kind of reply, and his
salesmen are said to be instructed to listen carefully to the prospect's
objection and then to turn it back on him by a remark based on the principle
of: "Why, that's the very reason why you should," etc. In other words
the objection should be twisted into an argument in favor of the proposition.
In the hands of a master this form of reply is very effective, and often brings
results by reason of its daring and unexpectedness. But it is not every one who
has the skill to use it to advantage.
The
second class of reply is based upon what is called indirect Resistance, which,
by the way, is often the strongest form of resistance, and
accomplishes its intended effect while avoiding the opposition and antagonism
of Direct Resistance. Some writers on the subject have called this
"Non-Resistance," obviously a misnomer for it is a form of resistance
although subtly disguised. It is analogous to the tree that bends in order to
avoid breaking under the blasts of the storm; of the flexible steel which bends
to the pressure, instead of breaking as would iron; but both of which
spring back into place immediately. It is generally very poor policy to
directly oppose the prospect upon minor points—the main point is what you are
after. And the main point is the order—the rest is immaterial and unimportant.
Let us contrast Direct-Resistance and Indirect-Resistance, and see the points
of each.
In
Direct Resistance the minor objections of the prospect are met with the answer:
"You are wrong there, Mr. X;" or, "You are entirely
mistaken;" or, "You take the wrong view;" or, as we heard in one
instance: "Your objection is ridiculous." The Direct Resistance is
necessary in a few contingencies, or upon rare occasions, but it should be
sparingly and cautiously used. It is a desperate remedy indicated only for
desperate diseases. The Indirect Resistance expresses itself in answers of:
"That is possibly true in some cases, but,"
etc.; or, "There is much truth in what you say, Mr.
X, but," etc.; or, "As a general proposition that is
probably correct, but," etc.; or, "I quite agree with
you, Mr. X. that (etc.) but in this particular case I think an exception should
be made," etc. The value of this form of resistance lies in the fact
that it costs you nothing to allow the prospect to retain his own ideas and
entertain his own prejudices, provided they do not interfere with the logic of
your general argument, nor affect your main point, the order.
You
are not a missionary or a pedagogue—you are just a Salesman and your business
is to take orders. Let the old fellow keep his foolish ideas and
intolerant prejudices, providing you can steer him straight to the ordering
point. The active principle in Indirect Resistance is to get rid of his general
objections in the easiest and shortest way, by allowing him to retain them, and
concentrating your and his attention and interest upon the particular points of
your proposition—the positive and material points of your particular case.
Avoid disputes on non-essentials, generalities, and immaterial points. You are
not striving for first prize in debate—you're after orders. Remember the
legal principles of the "pertinent, relevant, and material" points,
and side-track the "immaterial, irrelevant and impertinent"
side-issues, even if you have to tacitly admit them in Indirect Resistance.
Here it is in a nutshell: Sidetrack and Sidestep the Non-Essentials.
The
Salesman has now reached the point in which the prospect is manifesting the
psychological stage of Consideration—the stage in which he is willing to
"look into" the matter, or rather into the subject or object of the
proposition. This stage must not be confused with that of Deliberation, in
which the prospect weighs the pros and cons of whether he should purchase. The
two stages are quite different. The present stage—that of Consideration—is
merely the phase of examination, investigation or inquiry into the matter, to
see if there is really anything of real practical interest in it for himself.
It is more than mere Associated Interest, for it has passed into the
manifestation of interested investigation. In many cases the process never gets
beyond this stage, particularly if the Salesman does not understand the
psychology of the process. Many salesmen make the mistake of trying to make
their closing talk at this point—but this is a mistake. The prospect must
understand something about the details of the proposition, or the qualities and
characteristics of the goods, before he uses his imagination or feels
inclination to possess the thing. So here is where the work of explanation
comes in.
The
term "Demonstration" has two general means, each of which is exemplified
by stages in the Salesman's work of Demonstration. The first meaning, and
stage, is: "A showing or pointing out; an indication, manifestation or
exhibition." The second meaning, and stage, is: "The act of proving
clearly, by incontrovertible proof and indubitable evidence, beyond the
possibility of doubt or contradiction." The first stage is that of
"showing and pointing out"—the second, that of of "proof."
The first is that of presenting the features of a thing—the second, that of
logical argument and proof. And, therefore, remember that you are now at the
stage of "showing and pointing out," and not that of "argument
and proof."
Regarding
the matter of "showing and pointing out" the features and
characteristics of your goods or proposition, you should always remember that
the prospect does not know the details of your proposition or article of sale
as you do—or as you should know. The subject is not
"stale" to him, as it may have become to you if you have not kept up
your enthusiasm. Therefore, while avoiding needless waste of time, do not make
the mistake of rushing this point of the demonstration and thus neglecting the
important features. Better one feature well explained and emphasized, than a
score hurried over in a sloppy manner. It is better to concentrate upon a few
leading and striking points of demonstration, of material interest to the
prospect, and to assume that he does not know anything about them except as he
may show his knowledge by questions or objections—all this in a courteous
manner, of course, avoiding the "know it all" air. The prospect must
have time to allow the points to sink into his mind—some men are slower than
others in this respect. Watch the prospect's face to see by his expression
whether or not he really understands what you are saying. Better present one
point in a dozen ways, to obtain understanding, than to present a dozen points
in one way and fail to be understood.
In
order to demonstrate your goods or proposition at this stage, you must have
fully acquainted yourself with them, and also have arranged the telling
points in a natural and logical order of presentation, working from the simple up
to the complex. Be careful not to suggest buying at this
point, lest your prospect take fright and lose interest in the demonstration.
He is naturally in a defensive mood, for he scents the appeal to his pocket
book in the distance—you must try to take his mind off this point by arousing
his interested attention in the details of your goods or proposition. Explain
the details just as you would if the prospect had called upon you for the
purpose of investigation. In fact, if you can work yourself up to the proper
Mental Attitude you may effect the psychological change by which the positions
may be reversed, and so that it will instinctively seem to the prospect that he
is calling on you and not you on him. There is an important psychological point
here which you would do well to remember. The man who is called upon always has
"the move" on the caller—if you can reverse this psychological
condition, you have gained a great advantage. An awakened personal interest in
the details of a proposition, on the part of the prospect, tends to reverse the
conditions.
If
you would understand what a scientific demonstration of an article or
proposition is like, it would pay you to listen to the demonstration by a
well-trained salesman of the National Cash Register Company. This company
drills its salesmen thoroughly in this part of their work, until they have
every detail fastened in their minds in its proper logical order. An old
salesman of this company should be able to repeat his formula backwards as well
as in the regular order—beginning at the middle and working either backward or
forward, at will. He understands the "why" and "what for"
of every detail of his article and proposition, and is taught to present them
in their logical order. Listening to a talk of one of their best salesmen is a
liberal education in demonstration.
The
essence of this stage of the demonstration is that it should be given in the
spirit of a conversational recital of an interesting story, or description of
an event. Speak in an impersonal way; that is, avoid suggesting to the prospect
that you are trying to sell him the thing. Let this part of your talk be
given from the sheer enthusiasm inspired in your mind by the merits of your
proposition. Let it be a labor of love—forget all about your hope of sale or
profit. Your one aim and object of life, at that moment, should be that of
inspiring the prospect with the wonderful merits of your proposition, which you
yourself entertain. Yours should be the spirit of the propogandist seeking
converts—imparting information for the good of others, and "for the cause."
Forget the forthcoming collection plate, in the earnestness of your sermon.
The
National Cash Register Company instructs its salesmen as follows regarding this
stage of the demonstration: "When you have gotten a prospect to a
demonstration you have accomplished a most important step. You can take it for
granted that he is to some extent interested in the subject. Now, by all means
make the most of that opportunity. Say what you have to say to him thoroughly
and carefully. Don't rattle off your demonstration in a hurry, as if you were
wound up and had to say so many words to the minute. Give him a chance to
speak, to ask questions or make objections. He probably has certain ideas in
his mind which may be a decided help or a decided hindrance to your argument.
You ought to learn what they are. Don't imagine because he listens in silence
that he agrees with you, or even understands all you say. Speak deliberately.
If you see from a puzzled or doubtful look on his face that anything is not
quite plain to him, stop and make it plain. Take time enough to explain each
point thoroughly. Whenever you make a statement that is open to question, be
sure to get his assent to it before you proceed. If he will not assent to it
exactly as you make it, modify it until he does. Get him to assent in some
degree to every proposition you make, so that when you get to the general
result he cannot go back and disagree with you. Don't do this however as if you
were trying to corner him, but with a simple desire to reach a reasonable basis
of argument. Cast aside all attempts at being a clever talker, all idea that
there is any trick of words or manner, any secret artfulness about selling
registers, and put yourself in the plain, unaffected spirit of a man who
has simply a truth to tell, and is bent upon telling it in the plainest,
homliest way. Avoid above all things the fatal mistake of demonstrating to your
prospect with a sense of fear, haste, and uncertainty. Realize fully the power
of the facts behind you, and have the full confidence of your convictions;
coolly and deliberately make each point clear and conclusive, and lead the
prospect by simple steps up to absolute conviction."
If
you have held your prospect's interested attention during this stage of the
Demonstration, you will find that his imagination is beginning to work in the
direction of making mental pictures of how the thing or proposition would work
for him—how the article would look in his possession. It is a psychological law
that interested investigation, or consideration, tends to awaken the interest
of imagination and desire if the object of the investigation blends with the
general trend of the person's thought and feelings. The very process of
investigation inevitably brings to light new points of interest. And, then, the
act of investigation and discovery, instinctively creates a feeling of
proprietorship in the thing investigated or discovered. It establishes an
association between the object and its investigator.
Halleck
says: "* * * We must not forget that any one not shallow and fickle can
soon discover something interesting in most objects * * * the attention which
they are able to give generally ends in finding a pearl in the most
uninteresting looking oyster. * * * The essence of genius is to present an old
thing in new ways." And again: "When we think about a thing, or keep
the mind full of a subject, the activity in certain brain tracts is probably
much increased. As a result of this unconscious preparation, a full fledged
image may suddenly arise in consciousness." Hoffding says: "The
inter-weaving of the elements of the picture in the imagination takes place in
great measure below the threshold of consciousness, so that the image suddenly
emerges in consciousness complete in its broad outlines, the conscious result
of an unconscious process." Halleck also says: "A representative
image of the thing desired is the necessary antecedent to desire. Not
until a representative idea comes to the mind does desire arise. It has often
been said that where there is no knowledge there can be no desire. A child sees
a new toy and wants it. A man notices some improvements about his neighbor's
house and wishes them. One nation finds out that another has a war ship of a
superior model, and straightway desires something as good or better. A scholar
sees a new cyclopedia or work of reference, and desire for it arises. A person
returns and tells his friends how delightful a foreign trip is. Their desires
for travel increase. Knowledge gives birth to desire, and desire points out the
point to will." In this paragraph we have quoted eminent authorities,
showing the direct line of psychological progress from interested
investigation, through imagination, to desire and will. One investigates and
gains favorable knowledge regarding a subject; then his imagination operates to
show him the possibility of its successful application to his personal case;
then his desire for the thing is awakened.
The
stage of Imagination is reached when the prospect begins to think of the thing
or proposition in connection with himself. He then begins to picture it in
its application to his needs or requirements, or in relation to his general
desires, tastes and feelings. The Salesman, in order to awaken the Imagination
of the prospect, should endeavor to paint "word pictures" of the
thing in its workings, application, value, and utility. He should endeavor to
make the prospect see, mentally, the desirability of the thing to
any man—how it will work for good; how it will benefit one; how great an
advantage it will be for one; how much good it will be in every way for its
possessor. Avoid the personal application, even at this late stage—make the
application general, so as to avoid scaring off the prospect's pocket book. The
whole idea and aim of this stage of the process of sale is to awaken
inclination in the prospect—to make his mouth water for the thing—to make him
begin to feel that he would like to have it, himself. He must be put into the
mental condition of the woman gazing longingly at the hat in the milliner's
window; or of the boy who is peeking through the knot-hole in the fence of the
base-ball park. He must be led into the feeling that he is on the outside of
the fence or window—and the good thing is inside. He will then begin to feel
the inclination or desire to "get on the inside."
We
once heard a tale of two Southern darkies, which illustrates this point. The
two were riding on the same mule's back coming home from work. The foremost
darkey began relating the story of some roast possum he had feasted upon the
preceding night. He pictured the possum as fat and tender; how they first
"briled" him, and then roasted him in the oven; how juicy and brown
he looked; how nice he smelt; how he was served up "wid coon-gravy poured
all over him;" and finally how nice he tasted when the narrator dug his
teeth into him. The darkey in the rear displayed increasing signs of uneasiness
as the tale proceeded and as he imagined first the sight, then the smell, and
then the taste of the possum. Finally he groaned, and shouted
out: "Shet up, yer fool nigger! Does yer wanter make me fall clean offen
dis yer mewel?" This is the point—you must make your prospect see, smell
and taste the good possum you have, until he is ready to "fall offen
de mewel."
Words
describing action, taste, feelings, or in fact anything which relates to sense
perceptions, tend to arouse the imagination. If the Salesman cultivates the art
of actually seeing, tasting or feeling the thing in his own imagination, as he
talks, he will tend to re-produce his mental pictures in the mind of his
prospect. Imagination is contagious—along the lines of suggestion. Descriptions
of sensations, or feelings, tend to awaken a sympathetic response and
representation in the minds of others, along the lines of suggestion. Did you
never have your imagination and desire fired by the description of a
thing—didn't you want to see, feel, or taste it yourself? Did you never feel the
effect of words like: "delicious; fragrant; luscious; sweet; mild;
invigorating; bracing," etc., in an advertisement? How many young people
have been hurried into matrimony by an illustration or word-picture of a
"happy home;" "a little wife to meet you at the door;"
"little children clustering around you," and all the rest of it? A
well known instalment furniture dealer of Chicago is said to be
psychologically responsible for thousands of weddings, by his suggestive
pictures of the "happy home" and his kind statement that "We
will Feather your Nest;" and "You find the Bride, and we will do the
rest." The Salesman who can "paint bright pictures in the mind"
of his prospect, will succeed in awakening the Imagination, and arousing the
Inclination and Desire. Newman well said: "Deductions have no power of
persuasion. The heart is commonly reached, not through the reason, but through
the imagination. * * * Persons influence us, voices melt us, looks subdue us,
deeds inflame us."
And
so we pass to the stage of Inclination or Desire, by the road of the
Imagination.
The
mental state of Inclination, or Desire, following upon the arousing of the
appropriate faculties through the Imagination which arises in the stage of
Consideration, may be briefly described as the feeling of:
"This seems to be a good thing—I would like to have it." This
Inclination has been aroused by demonstration and suggestion, and the prospect
begins to experience the feeling that the possession of the thing will add
to his pleasure, comfort, well-being, satisfaction or profit. You will remember
the statement regarding Desire given in a previous chapter: "Desire has
for its object something which will bring pleasure or get rid of pain,
immediate or remote, for the individual or for some one in whom he is
interested. Aversion, or a striving to get away from something, is merely the
negative aspect of desire." It is this feeling that you have aroused
in some degree in the mind of the prospect. You have brought him to the first
stages of Inclination, which naturally brings him to a deliberation as to
whether he is justified in purchasing it, and to the point where he will begin
to weigh the advantages and disadvantages of the purchase—the question of
whether he is willing to "pay the price" for it, which is, after all,
the vital question in nearly all forms of deliberation following Inclination
and Desire. But as the prospect's mind passes to the stage of Deliberation, you
must not lose sight of the question of Desire, for it may be necessary to
re-kindle it in him, or to blow upon its sparks, when he debates the "to
buy or not to buy." The Deliberation is largely a question of a
conflict of motives, and Desire is a powerful motive—so you must be ready to
arouse a new phase of "want to" in the prospect to counterbalance
some other motive which may be turning the scales in the other direction.
In
entering into the stage of Deliberation, or Argument, the discussion passes
from the impersonal plane to the personal. The question no longer is: "Is
not this a good thing?" to that of "Should you not have it for your
own?" This is a distinct change of base, and a different set of faculties
are now employed by the Salesman. He leaves the Descriptive phase and enters
into that of Argument. He enters into that second meaning or phase of
Demonstration which has been defined as: "Proving clearly." And the
question of proof and argument is that of whether the prospect is not justified
in acquiring the thing. The prospect's mind is already considering the two
sides of the question, his Caution combating his Inclination. He is like
"Jeppe" of whom we told you in a previous chapter. It is now a
question of "my back or my stomach," with him. The Salesman's
business now is to demonstrate to him that he can and should acquire the thing.
This is a proceeding in which the Salesman's tact, resources, knowledge of
human nature, persuasive power, and his logic are needed.
The
Salesman has an advantage here which he often overlooks. We refer to the fact
that the very objections of the prospect, and his questions give a key to his
mental operations, which may be followed up by the Salesman. He knows now what
is on the prospect's mind, and what are his general feelings, views, and
inclinations regarding the matter. When he begins to talk he gives you a
glimpse at his motives, prejudices, hopes and fears. It is quite an art to lead
the prospect to ask the questions or to make the objections to which you have a
strong answering argument. You then are able to turn back upon him his own
argument. It is a psychological fact that the force of a statement made
in answer to an interrogative objection, is much stronger than would be the
same statement made without the question or objection.
Macbain
says: "Lincoln, it is related, early learned in beginning the study of
law, that he did not know what it was to prove a thing. By means of careful,
conscientious study, in which he took up the problems of Euclid, one by one, he
satisfied himself that he then realized absolutely what it meant to prove a
proposition. One of the most eminent judges of the Iowa judiciary regards every
legal problem as a proposition to be proved by a chain of reasoning. The
salesman who determines with absolute accuracy what it means, first, to prove a
proposition, and second to apply the general principles of demonstration to an
immediate matter in hand, knows just how far to go in making his demonstration,
what to include and what to exclude. He can see in his mind's eye the chain of
evidence that he is fashioning and will make that fabric of his mind exact,
logical and convincing."
(Note:—In
order to train the student in logical thinking, development of the logical
faculties, and the art of expressing one's thoughts in a logical and effective
manner, we would suggest that he make inquiry regarding the volumes of the
present series known as "The Art of Logical Thinking, or The Laws of
Reasoning;" "Thought-Culture, or Practical Mental Training;" and
"The Art of Expression." These books are published by the house
issuing the present volume.)
It
will be seen that the field of discussion in this stage of Deliberation covers
not only the subject of the value and utility of the goods or proposition, but
also the question of the price, the advisibility of the purchase at this time,
the special advantages possessed, the over-balancing of assumed disadvantages,
and in fact the whole question of purchase from beginning to end. The one thing
to be held in the mind of the Salesman, however, is "This will do you
good; this will do you good; this will do you good!" Keep hammering
away at this one nail, in a hundred ways—hold it up to view from a hundred
viewpoints and angles. It is the gist of the whole argument, at the last. Don't
allow yourself to be sidetracked from this essential proposition, even if the
argument spreads itself over a wide field. The point is that (1) the
thing is good; (2) the prospect needs it; and (3) that
you do him a good turn by making him see that he needs it. We once
knew of a very successful life-insurance salesman who had but two points to his
selling talk. These were: (1) "Life insurance is a necessity;" and
(2) "My company is sound." He brushed aside all other points as
immaterial, and insisted with all his heart and soul upon his two points. He
was not an educated man, nor was he versed in the technicalities of
life-insurance, but he knew his two points from cellar to garret. He outsold
many men with actuarial minds, and extended knowledge. He followed the
"rifle-ball" policy, instead of the "shot gun" plan. When
he struck the target, he made a mark!
It
is the Mental Attitude of the Salesman which is the power behind his
argumentive rifle-balls. It is his enthusiasm which warms up the prospect's
imagination and desire. And, back of these, must always be his belief in his
own proposition. The Salesman must "sell himself" over and over
again, as friend Holman has suggested. He must answer every objection which
occurs to himself, as well as those which are thrust upon him in his work. If
the goods are right, there must be an answer to every objection, just as
there is a return-move to every move in chess—just as there always is "the
other side" to everything. He must find this move, and this "other
side" to every objection to which his proposition is open. And he must
"sell himself" over and over again, as we have said. The National
Cash Register people say to their salesmen: "Selling registers is a
straight-forward serious work. You have a plain statement to make of the facts
which you are convinced are true, and which you are certain it is for the
prospect's benefit to know. You should be as sincere about it as if you were a
clergyman preaching the gospel. If you go at it in this sincere spirit the
prospect will feel the importance of what you say, and it will carry its due
weight. It is a fact which you must fully believe, that the register is a great
benefit to any man who buys it; that it will save any merchant many times its
cost while he is paying for it."
Pierce
says: "So in selling—it is absolutely essential to be genuine. First, last
and foremost—be genuine. Practice absolutely what you preach. Be honest. Never
undertake a line of goods that you cannot enthusiastically endorse. Otherwise
you cannot 'sell yourself.' And selling one's self is by all means necessary.
Students have asked us: 'How about being honest when the customer asks you a
question that you know in your heart you cannot answer straight-forwardly?' The
answer is: Drop that line; the sooner the better."
It
is true that there are men who "wear the livery of heaven in which to
serve the devil," and who practice self-hypnotization upon themselves
until they get to actually believe that they are advocating an honest
proposition in place of the "fake" they are proposing. And many of
these "confidence-men" and "green-goods men" throw
themselves so earnestly into their acting that they persuade their victims by
reason of their earnestness. We remember Bulwer's tale of the French beggar
whose tears wrought havoc upon the hearts of his susceptible victims. "How
are you able to weep at will?" he was asked. "I think of my poor
father who is dead," he answered. Bulwer adds: "The union of
sentiment with the ability of swindling made that Frenchman a most
fascinating creature!" But every genuine thing must have its
counterfeit—the existence of the latter only serves to prove the former. The success
of the "J. Rufus Wallingford's" of real life, are more than equaled
by their final downfall. No man can continue to prostitute his talents and be
happy, or even ultimately successful. The Law of Compensation is in full
operation. No, we're not preaching—just indulging in a little philosophy,
that's all!
Let
us now proceed to the stage of the Salesman's Closing, and the prospect's
Decision and Action.
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