GLENN RIGGS INC. ADMIRAL REFRIGERATOR

[Music] a found work produce more sales more satisfied customers if I can borrow Bishop Sheen's Blackboard for a minute here's how it works out first you have the customer second you have the product now the first rule for handling the customer is this make her feel important that's right make her feel important and now let's step over to the store and watch how Glenn rigs makes our Miss Williams feel like visiting [Music] royalty why good morning Miss uh Williams Mrs Williams why it's a pleasure Mrs Williams my name is rigs Glenn rigs Mrs Williams huh well I want to tell you I'm Mighty jealous of Mr Williams well you don't necessarily have to lay it on that thick Williams huh Williams Williams are you any relation with the claw Williams's that live out in Shaker Heights fine man Mr Williams no we live in Pepper Pike oh Pepper Pike oh it's a wonderful wonderful place to live but For Heaven's Sake I'm standing here drawing won't you let me take those Parcels from you thank you you've had a busy morning shopping haven't you they have and may I take your Co thank you now Mrs Williams make yourself comfortable there thank you how about letting me pour you a cup of coffee would you like cream and sugar yes please we keep this uh coffee maker here for our special customers and that new Admiral clock radio turns it on and off automatically without my having to worry about it now here's a service that's been tried in the field and we no brings results notice that line about special customers and the extra plug for the clock radio there we are tell me Mrs Williams uh how does your family like living out in Pepper Pike oh it's wonderful the children like playing around the hills and my husband likes to Potter wait a minute Glenn steaming so fast he jumped right into the next two points and those are who is she and what does she need tell me though Mrs Williams don't you find it awfully inconvenient living way out there in Pepper Pike having to drive all that way to Market yes it is a nuisance I have two growing children in a hungry husband to feed say will you look at our man Glenn's face you can practically see Admiral Hol freezer breaking out in lights all over his forehead of course in the summer shopping in the valley would be awfully hot you know as a matter of fact even our house get get stuffy at the end of the day if he doesn't say Admiral air conditioner in about 2 seconds he's going to burst no good boy well Mrs Williams there must be something I can help you with well yes Mr rigs there is I've heard a good deal about how good these new uh electric ranges are and I thought well that's wonderful Mrs Williams wouldn't you like to be able to cook a complete dinner for your family automatically without going back into the kitchen at all why yes well that's a wonderful idea there's the big Point keeper saying yes that's right once you get a customer started on the subject of product never give her a chance to hesitate or stop following the trail of good solid reasons you're going to give her that will prove to her why Admiral answers all her problems better than any other appliances made so there are your four big steps for handling Mrs appliance customer make her feel important find out who she is and what she needs and then gently but firmly start her down the yes path to assure sale now let's see what Muriel has to say about what Glenn did well I'd say he did pretty good except for one very important thing he was practically leaping out of his vest trying to find out what I came in to buy don't forget for men shopping is a chore it's something they want to get over and done with as soon as as possible but for a woman it's part of her day's entertainment it's a relief from running her house as well as something she has to do don't forget something else women are women they want to be treated that way first and as customers second you know any woman will remember that nice young man who liked her hat a lot longer than she will the one who took one look at her and started talking about cubic feet of Cold Storage oh and all of this follows because I made her buy her own lunch today but actually Muriel's right I was pressing a little hard that's why you can't break a hundred either oh down girl but on the other hand be careful of this business of flattering customers most of them are as smart as we are and if you spread it on too thick your whole pitch gets obvious and you'll lose the sale you know you can't start hauling in on the line till something hits the bait of course you can't have the bait dancing too much either are you comparing me to a fish yeah I well no it pay no mind this kind of thing goes on all day long with the two of them now to get back to our story you have your customer comfortable you know how she lives what she needs you have her following your Sal story now what do you do about the product how about this Mrs Williams you did tell me you needed a new refrigerator have you ever heard of Admiral's revolutionary new refrigerator with the balloon type gaskets why they no no no no oh now wait a minute what's so bad about that balloon type gaskets thought you weren't supposed to ask questions to which she could answer no well uh yeah that's exactly what I was going to say next look any Woman's pet peeve is a Salesman who makes her feel like a dope by spouting a lot of mechanical mumbo jumbo maybe men are interested in how something works but women are a lot smarter all they want to know is what what's in it for me is it better than something I have will it make my work in the kitchen easier oh never try to start a sales pitch with a woman by giving her the latest technical explanation you'll lose her right then and there that's a mighty important Point Muriel just gave you never tell them what it is but what it does save the how it does it for later on when you're demonstrating well I have to admit Bill's right and the reason you have to tell her what it does is that most people are concerned with themselves what have you done for me lately is more than just a Jerry Lewis line it's the way most of us think so if you want to get a prospect really hot about a product tell her what's in it for her and why she selfishly will benefit from having it in her home so what's in it for me so you've got her to the what's in it for me stage now you come to the most important part of your wholes sales pitch telling her what the product is not only in in terms of what it does but more than that what it does better than any other similar product on the market convince her that not only will it make her life in the kitchen much easier but that no other product can do it as well for example you all remember the famous dual temp demonstration of the tomato left uncovered in the ordinary refrigerator compared to the one left uncovered in the Admiral dual temp well there's a classic example of what we mean by Admiral selling every woman wants her food to keep well but doesn't want to bother with wrapping it up so you show her that Admiral keeps fresh food far better with far less work and that only Admiral can do it later on you can show her just exactly how it's done so always plan your story so that it tells her not only what it does but what it does exclusively or better than any of the others now let's watch Glenn in his Admiral test kitchen while he gives you a sample of this kind of selling well Mrs Williams here's one of Admiral's 1954 refrigerators certainly makes the kitchen look good doesn't it and I'll tell you something else this refrigerator does it stops defrosting mess for good now over there is an ordinary refrigerator we've had on for just about a week pretty inconvenient isn't it you'd be chipping away for a long time trying to break that up now look at the difference with Admiral automatic defrosting you just touch this button right here and 7 minutes later defrosting is done automatically well what about these clock defrosters Mr rigs aren't they better I'm glad you asked that Mrs Williams they aren't and for a very simple reason you can't completely remove the excess water and therefore it refreezes into icicles but that never happens with an admiral you get complete automatic defrosting in just 7 minutes and then freezing automatically starts again well now you have to admit that tells the story he not only told her what it would do for her but why it would do it better than anything else she could get and that's the kind of story that will sell a customer and don't stop at just one point you know there isn't an admiral Appliance made that doesn't have at least three points over competition and you never know what will clinch the sale but remember don't tell her what the advantages are that admiral has tell her what they'll do for her every day in her kitchen and now we come to something else Mighty important too make her realize those Admiral advantages are worth far more than the cost because then you're in a position to start trading up after all with a line as competitively priced as Admiral selling the leader doesn't make any of us too great salesman but when you start trading a customer up you're on the way to making yourself a lot of money and in every case you can make trading up the logical thing to do when you show her what those extra features can do for her and how little they really cost in terms of that service and remember a trade trading up is actually selling down from the top of the line trading up is easy if you demonstrate from top to bottom don't forget to tell her what it does and what it does better now here are Muriel and Glenn to show you the way that really works with customers the whole demonstration story on Admiral's automatic defrosting refrigerator the dual temp and the Revolutionary refrigerator of the future here today the Admiral upside down refrigerator now here's the refrigerator that's not only the ideal size for your family but thanks to Admiral automatic defrosting it stops defrosting mess for good really that's right and look at the Striking design of this refrigerator inside all that storage space means no more daily grocery trips yes ma'am there's 11 1/2 cubic feet of storage space all decked out in Admiral's exclusive Glacier blue porcelain enamel with rounded corners for easy cleaning now that looks like a lot of Frozen Foods doesn't it well it is 76 lb to be exact but every bit of it fits in the freezer and its drawer right here and see how handy this door is as a shelf when you're either putting or taking now fellas I won't repeat it but this is where I do the defrosting story we showed you before now Mrs Williams if you're tired of wrestling for ice cubes or not having any just when friends drop in take a look right here you've got three ice cube trays that hold 54 cubes of ice and all you have to do is this and the cubes pop out you have a full WID freezer drawer to keep food safely while here's something exclusively Admiral a handy tray you can use as a serving tray for snacks and it allows you to remove all the food at one time you worried about space you've got plenty of it here 21 Square ft of shelf area and see these drop shelves for small packages they fold away against the wall just like that and look at this food's always easy to get at thanks to these two roll out shelves with their special nylon rollers stain an acid resistant with gold trim you can be sure your Admiral will stay as sweet as it is for a long time to come now look at this 2/3 of a bushel of fresh and moist storage for fruits and vegetables made out of light strong aluminum that cleans easily now here's Real Kitchen convenience a door planned to give you completely useful storage two egg racks with rubber protectors to eliminate all Hazard of breaking a butter keeper that holds up to one lound of butter adjust the right temperature for spreading a shelf for odd-size food packages Admiral's cheesekeeper that stores 2 lbs of cheese without the need of any additional moisture and don't forget these aluminum and plastic do shelves are removable for easy cleaning and no mechanical worries ever Admiral is fully warranted for 5 years well it it looks like a wonderful refrigerator but isn't automatic defrosting going to cost more Mrs Williams would it be worth a nickel a day to you to stop the frosting mess in your kitchen once and for all well certainly yes well the difference between this refrigerator with and without Admiral automatic defr ing is actually less than a nickel a day that's how it does it a full demonstration covering every aspect of the 11 D9 and you notice in every case Glenn told you what it did not what it was he didn't show you the home freezer he asked you if you'd like to be able to store 76 lbs of Frozen Foods then showed you how the freezer on the 11 D9 did it the defrosting demonstration was a sample of what it does better than all the rest and that last little bit about the nickola day was an example of making more money trading a customer up from an 11 D7 with no automatic defrosting to the better and gentlemen more profitable model now listen to Murio Williams with the story about Admiral's revolutionary refrigerator of the future here today the Admiral upside down refrigerator here is a conventional refrigerator now don't you find it easier to get food out of here than down here mainly because you have to bend down to get food out of that section do you know we found that you make 15 trips down there for everyone you make up here but why should you have to make more trips to the area that's hard to see into and hard to get food out of well Admiral couldn't see any sense to it either so here is the refrigerator of the future here today Admiral's upside down refrigerator you know there's no other refriger like this one in the world today it's beautifully styled isn't it it's gleaming gold finish against Admiral's Glacier blue enamel and look right here this superbly designed fresh food compartment stores as much fresh food as does a conventional 9 cubic foot refrigerator put right where you can get at it quickly and easily and right down here a huge 3 and 1/2 cubic foot home freezer that quick freezes and stores 122 lbs of frozen food all the food put you can get most easily the things you need most often Real Kitchen convenience and see right here separate controls for the two separately insulated sections of this amazing new Admiral refrigerator and you know best of all Fresh Foods need moisture for really safe storage and thanks to Admiral's exclusive humor plate you have complete control of both humidity and temperature automatically while Admiral's exclusive ultraviolet lamp always retards the growth of bacteria and mold now right here is where you should pick up the same story Glenn did on the 11 D9 all the selling points about rollout shelves and cheese Keepers because they're all good solid Admiral features ask your customer how she'd like to be able to Quick freeze and store this much food 122 lb more than enough food for an average family for 6 weeks even better you ask that customer if she doesn't want to cut down on food shopping trips and save money by buying Fresh Foods when they're cheap in season and quick freezing them for use months later on when they're out of season well here's your answer the home freezer compartment that quick freezes and stores up to 122 lb of food at Admirals famed 52° below freezing each shelf is individually refrigerated vented to let the air circulate freeze food equally on all sides and there's never any frost on the walls of this home freezer up here three gold finished ice trays that freeze 54 cubes of at a time which pop out at the touch of a finger you can store another 90 cubes right over here in the storage tray and another convenience a fully insulated freezer door that seals in the cold has a shelf for Frozen juices best of all this refrigerator of the future never needs defrosting yes this Admiral upside down refrigerator gives the words convenience and easy to use new meaning in your kitchen notice how Muriel stayed with the trade-up story and how she kept you saying yes at the the beginning of the demonstration until you were LED right up to the point that it was obviously sensible to have the freezer compartment down below now here's Glenn with another wonderful trade-up story America's Most Wanted refrigerator the Admiral dual temp let me ask you this if you were staying in a room on a hot summer day how would you like it cooled by having somebody throw in a few cakes of ice or having an admiral window air conditioner that would cool dehumidify and purify the air no arguments well the difference between most conventional refrigerators and the Admiral dual temp is just that great most refrigerators just keep food cold but the Admiral dual temp conditions it at exactly the right temperature and humidity necessary let me show you what I mean here is the twodo Admiral dual temp the original two temperature refrigerator up here is dry cold dry cold that goes way down to Admiral's fameous 52° below freezing let me show you what that means in your kitchen now over there are the leftovers from a buffet luncheon we had here today when Muriel was giving a range demonstration if you had an ordinary refrigerator most of this food would have to be thrown out but not with the dual temp simply wrap it up and this food can be saved to be eaten another day then you can put it in the home freezer where it can be safely stored for months to come yes you both quick freeze fresh foods and Store Frozen Foods 77 lbs of them in this home freezer and see how firm and safe it keeps ice cream and from here fellas you should go on through the rest of the home freezer story just as we did it on the 12d 13 notice there we underlined how much it could store while here we talked about quick freezing leftovers both good points and from there you should go through the same general sales points you did on the 11 D9 roll out shelves rubber protected egg holders every single point of those big Admiral features and save for last that big dual temp exclusive wonderful moist cold that as we showed you with the tomatoes a while back keeps Fresh Foods fresh without lids wrappers or coverings of any kind now Muriel you tell them the moist cold story now you know how hard it is to keep salads and cold cuts in the ordinary refrigerator we not just look at this see those Fresh Foods going in moist cold uncovered and they can be stored safely there for days on end without lids or coverings of any kind now there's a good reason why the Dual temps exclusive moist coal does this so well all other refrigerators have their coal coils exposed that draws the moisture out of Fresh Foods but in the dual temp the coal coils are hidden right here behind these porcelain walls and the result you can see it right here a film of moisture on the walls it means your Fresh Foods stay freshh and crisp for days on end can't dry out and right here are the two controls for the home freezer and wonderful moist cold because don't forget the dual temp is two appliances in one the home freezer and moist coal both separately insulated and separately controlled and the most wonderful part of it all is that with 20 squ ft of shelf space you never ever have to defrost well that's the story you can sum it up by saying that the Admiral dual temp doesn't just chill food it conditions it and that's why the Admiral dual temp is America's Most Wanted refrigerator thanks Muriel well there you have it the general approach to the selling techniques you have used most successfully as well as the particular demonstration stories about Admiral's automatic defrosting the upside down refrigerator and the dual temp now let's run down quickly once more the best way to do the best sales job first of all split the problem into the C customer and the product the first thing you want to do for the customer is make her feel important Williams huh Williams Williams are you any relation of the Claude williamses that live out in Shaker Heights fine man Mr Williams no we live in Pepper Pike oh Pepper Pike oh it's a wonderful wonderful place to live next who is she and what does she need tell me though Mrs Williams don't you find it awfully inconvenient living way out there in Pepper Pike having to drive off all that way to Market finally keeper saying yes well it it looks like a wonderful refrigerator but isn't automatic defrosting going to cost more Mrs Williams would it be worth a nickel a day to you to stop defrosting mess in your kitchen once and for all well certainly yes so there you have the four points that will help you to keep the customer on your side now what are the points that will help you to get her on the products side first what it does not what it is for example you all remember the famous dual temp demonstration of the tomato left uncovered in the ordinary refrigerator compared to the one left uncovered in the Admiral dual temp second what it does better well what about these clock defrosters Mr rigs aren't they better I'm glad you asked that Mrs Williams they aren't and for a very simple reason third how it does it or the demonstration now that looks like a lot of Frozen Foods doesn't it well it is 76 lb to be exact fourth how to make more money or always step up and remember step up selling is selling down from the top of the line and save for last that big dual temp exclusive wonderful moist cold that as we showed you with the tomatoes a while back keeps Fresh Foods fresh without lids wrappers or coverings of any kind here you have eight points to better your selling remember in using all eight of them always lean on your National advertising pattern your phrasing after the national ads your demonstrations after the national television commercials follow these eight points and you'll find that indeed your sales life is worth living and if I can add just a word fellas always know the product thoroughly you know you can sell a s es these days only with a good demonstration and you can do a good demonstration only if you know every little thing there is to know about the product itself and remember in appliances you're dealing mostly with women so treat them with courtesy and attention and don't try to close the sale in the first 5 minutes don't forget Admiral asked Muriel Glenn and myself to make this film in the hope it would be of some assistance to you if you have any suggestions or if we can be of any help to you won't you write to us care of Admiral Chicago and remember your home deserves the best that's always [Music] Admiral