SELL THE SIZZLE NOT THE STEAK

[Music] one sizzle ranch down near Dallas Texas lives Elmer wheeler one of America's foremost sales trainers the salesman salesman is called hey what's going on here da Lorenzo you can say that again what is going on here Oh sizzle ranch never saw anything like this before what's going on well it's a long story to really tell it we have to start back in the days when Elmer was a young newspaper man you see he took a wisecrack don't sell the stake sell the sizzle and parlayed it into a successful sales philosophy discovered the secret of how to make more sales more friends get more happiness out of life [Music] today he's a word chemist who practiced what he preached and gain financial success and happiness by serving a list of 247 clients that reads like a who's who of American business his tested selling sentences were checked in the world's first and only word laboratory and used on 28 million people out of this experience came the five famous wheeler points that increased sales doubled incomes and bought success and happiness to thousands of salesmen business executives and professional people all over the world so we asked Elmer why he didn't make his master formula the five wheeler points available to everybody by putting them into a movie helmer liked the idea and here we are camera ready sound ray alright bro hey Mac you wouldn't want to buy a couple of tickets to a dance tonight would you alright rollin production number 128 scene one take one [Music] [Music] you [Music] what makes people buy have you ever made a sale in the hurry and wash the guy she knew the exact words you use then that customer so he could repeat those words and make another customer by just as fast over here what makes friends have you ever made a friend in a hurry and worse the guy she knew what you said to that fellow so you can repeat those words and have another friend over here what makes people buy anyway well I think it's the sizzle it makes people buy it's always been the sizzle even back in the days of Rome it was a sizzle the first Roman merchant used back there to sell his fancy togas to his men customers he'd hold up a fancy toga and his only selling sentence was it'll make you look senatorial back in those days they didn't mind looking like a senator I was in the store the other day and while I was in there a farmer came in to look at some long red underwear now of all the selling soothes and long red underwear that was a mighty smart wheeler train salesman he boiled his whole sales talk down to one sizzle he pointed to the underwear and the only thing he told the farmer was they won't itch now that salesman newest merchandising features he could have told the farmer for example that each suit had seven fine ocean pro buttons up the front but each button was sewn on with 18 loops and four knots he could have described for example all the various mechanical features on the garment but he didn't bother he knew that in order to make a fast quick sale all he had to say was they won't itch and brother if you've ever worn any long-handled underwear that's all you want to hear too isn't it isn't everything it's sold from the swimming pool to a hand-organ is a sizzle so point to belong to get yourself that job that promotion that sweetheart of that sales order to get yourself more happiness in the home more social success or greater business gains remember this first great point which is don't sell the state sell the sizzle it's a simple it sells a stake and not the cow although the cow is of course might be important but you never saw a steer walking through a restaurant taking orders for a shank bone did you but what happens when a waiter walks through the state considers first you hear the sizzle then you see the server then you smell the sizzle and that some of them dealt a triple blow to your emotions and it was three two one that if you had the money you would buy yourself a sizzling steak instead of a 30-cent hamburger that lay enough platter fizzling no I don't know what this sizzles eye on your business and I don't need to know in the next couple of minutes to make you so called on sizzle conscious then when you get back to your places of business you're going to take pads and pencils and mark down the sizzles in your business you're going to say brother I've got to find a sizzle sizzle for example that makes people buy is this the circle was detained in the cheese the punch in the cracker and there will from the coffee and the ton appel that's what people buy and nothing else the sizzle is the emotional side of the sale the steak is the factual side for example please help the blind as the usual sign you see well a blind man i came across the other day had a real selling sizzle it is spring and i am blind business boomed the blind man who the pocketbook is closer to the heart than to the brain is it a trick yes selling is a trick but it isn't trickery the trouble with trickery is you can only use it once then you have to leave town high-pressure seller has gone today with the cigar the derby and the gold-plated fountain pen type of selling low pressure selling is here sincere selling scientific selling let's see if we understand the science of the sizzle elmer permanent wave eight dollars cheap price alone fizzled again permanent wave eight dollars but permanent now there's word magic with a sizzle in she goes for a permanent permanent how much money did your father make after he was 60 why I've been keeping him up ever since he lost his job at 55 then who is going to keep you up after you or 60 I know a firm that will my insurance company this insurance salesman lined up to sizzles he doesn't intend to get caught fizzling now that you have your sizzles lined up in the order of what the customer thinks is a sizzle then you're ready for point number two point number two all right Telegraph by this I mean your first ten words when you face anybody are more important than your next ten thousand in fact if your first ten words I have to write words brother you won't have a chance to use the next ten thousand because that customer will float away from you mentally if he doesn't walk away from you physically so you must learn the art of verbal shorthand you must learn how to speak telegraphic Lee you must learn how to put something in front of the other fellow one in ten words say something so important he said he can't you tell me the rest of the story the kind the real Indians were sunny Triple DES sales of Indian moccasins how would you like to cut your shaving time and half sir double the sale of shaving cream a member of years ago we took an expression out of the airlines that said safety belt and we substituted seat belt because it had a far better reaction on the passenger now if i can get the airlines to do one more thing i'm going to be a happy man every once in a while you know you see an expression that says the emergency exit over certain seats here i am 19,000 feet over the rocky mountain sitting next to an emergency exit but he might just as well call it this way to have an exit or a last chance when salty air lines here is another emergency selling the Red Cross this young lady is getting results of course she Telegraph's her sizzled good morning I'm from the Red Cross how generous would you be this year it'll make your little dog's tail wagged for more good morning mr. Jones good morning how would you like to have your office fifteen percent cooler no matter what you are selling rowboats are zebras insurance or television sets whether you're selling just your personality or a service you must find your sizzle and then put it into a 10 second sales message remember put your sizzle into a telegram if you watch your first 10 words your first 10 words will always watch out for you [Music] what are you looking at well I just wanted to see if a figure with as cute as yours dear now that you have your sizzles lined up in the order of what the customer thinks is a sizzle and they're spoken telegraphic ly then you're ready for point number three say it with flowers by this I mean it's as much what you do in front of people is what you say how you stand how you look the expression on your face your neck tie your hair do the way you hold that product of that fountain pen tells the other fellow as much about you as a million extra words so you must learn how to synchronize your siblings with showmanship how to back up your words with actions and gestures never say anything without doing something to prove the point the refrigerator salesman who's a fiddler says madam this refrigerator burns as silent as a match for what's he do he starts scratching himself like this but the server says and Lady this refrigerator operates as silently as a match listen this frying pan will save you three cents on a meal the dime store clerk holds a string of beads on her fingers like this and they look like a dimes worth but the Tiffany salesman holds them against a blue background and they look like a million dollars so you must learn how to synchronize your sizzles with showmanship how to back up your words with actions and gestures and the best gesture of all is not in the head because when my head's going up and down like this your head Watsa brought them down doesn't it and when your heads going up and down like this try to say the word know you've got to do this to say the word know nodding your head up and down is what we call a monkey see monkey do technique now this is why the curb aha where sales themselves to the lady I see you like this new lawnmower don't you madam you like the design and the green and yellow color will look good in your yard so I guess you will take it right along with you won't you the poor lady's head is going up and down and she can't say no in fact two hours later here is the same woman morning along and ahead is still going up and down now that you have your circles spoken telegraphic Lee and spiced with showmanship you're ready for point number four don't ask if asked which by this I mean always give people a choice between something and something never between something and nothing be a good lawyer and ask leading questions but make god I'm sure you ask the questions that get the answers you are never take a chance and ask a question unless you're sure of the answer don't do like this scissor something in TV today lady how you fixed for a good set I'm fixed fine how are you fixed now which would you prefer madam they blonde or the mahogany do you want only half or full protection from your policy shall we fill this cavity while it's small or wait till it hurts the more you want a four-dollar inside room for an outside $6 room overlooking the YWCA hey that's going too far but always remember to give people a choice between something and something never between something and nothing now a lot of people have asked me Elmer other such things as signature sizzles well here's some good examples of the right and wrong way to get the signature on the dotted line sign here hmm put your moniker right here here's the place for your John Hancock if you'll place your approval here sir I can have it ok turn on its way by tomorrow this man sizzled the others fizzled a lot of people have asked me Elmer do you have such things as price sizzles how to quote price well here are some good examples of the right and the wrong way to quote price especially high prices and here's the bad news hmmm it costs 10 bucks hmm that'll be five smackers it won't cost you a penny it'll save you money it's only four hundred and fifty dollars and look what you get and f2 lens the first three fizzled and the last two civil now why they got the customers mind off of price in the hurry never pause after you've quote the price keep right on talking in fact the faster you talk the better off it's going to be say over does this sizzle stuff work socially you know will it help a fella get out of the house at night for a game of cards with the boys will it work socially a course it'll work socially for example never call the wife up and say darlin what are you gonna do tonight can I get out of the house to play poker with the boys never say what and have me stay home alone again next use a little sizzle call her up and say darlin which night this week don't you mind staying home alone Tuesday or Wednesday whatever the answer you're still the winner point number five now to get yourself that job that promotion that sweetheart of that sales order to get yourself more happiness in the home more social successor greater business gains remember this test point because without this pistol and these other fall won't work this fifth one is the keynote to make these other for work and at this point is watch your bark by this I mean it's as much how you say what you say the little dog has only one word and one little tailed away but it's two tone behind his roof and it's the way he wags that little tail that tells you anything he wants to sell you when his little tail wags like that he's friendly when I wags like that beware so watch out how you say what you say and when you smile if people do they smile sincerely don't give that old mechanical smile but smile sincerely give him a smile that bowels from the hips down remember the cigar store Indian never sold a cigar all of the cigar store Indian ever did was attract you into the place of business where a bright young fella but a good morning on a smile sold you to four quarters cigar instead of a nickel weed when he said these bearings won't unravel the mouth while smoking sir because it's the sizzle it sells the steak and not the cow the best sizzle in the world dressed up telegraphic Lee with bouquets of action and plenty of which won't wear one and all will flop in his thought if the voices fly so don't be a Johnny one note talk hi taco talk fast talk slow make your voices interesting is whatever you have to put over to people because it's as much how you say what you see and there you have it the story of the sizzle straight from the head sizzler ha ha ha getting back to selling the sizzle the cameras are ready to roll and here's Albert production number 128 seen 107 take one now if you were to ask me to boil this whole story the sizzle down into one little sentence here it is don't think so much about what you want to say as what the other person wants to hear how by these five points and here they are again very slowly so you remember them all your life first don't sell the stake sell the sizzle to don't write Telegraph three say it with flowers for don't ask if a switch and five watch your bark Oh Elmer you like dancing don't you then you'd like to help the Musicians Union wouldn't you Elmer how many tickets do you want to their dance Saturday night 24 for all to her not to or not I sure sizzled Elmer didn't I wait a minute this is the end this is just the beginning what you fellas want to know now is how these five we the points can work for you don't you so let's take a product such as I dumont television receiver let's turn the clock back to Dave Rogers he's been using these five wheeler points for a week I understand he's clicking with him let's see how he's sizzling my name is Rogers and yours Morgan how are you mr. Morgan just fine thank you I thought I'd like to see something in a television set well mr. Morgan if you were a millionaire you could know in a finer set than the one I'd like to show you what said is that why Dumont of course the cataract of television because only Dumont can give you the complete range of picture tones from the blackest black to the whitest whites there's a real scissor for you he knows that a good approach is a sale well underway he gave the prospect of million-dollar smile in a hearty handshake he sold him by putting him in the millionaire class he may do my quality as desirable as a Cadillac and one telegraphic sentence he told him why Dumont have the best picture he didn't bore the customer with what he wanted to say he told Morgan what Morgan wanted to hear that's wheeler point number one don't sell the stake sell the sizzle then he boiled hizzouse into one ten-second selling sentence that's wheeler point number two don't write Telegraph hey look here comes with a point number three say it with flowers when you turn the Dumont Ellis said on the picture automatically comes into focus steady sharp and clear here try it yourself hey this guy's out sizzling me he not only backs up a silver with sudirman ship he brought the customer into the act yeah that's a beautiful picture all right how much is this set oh here's where we separate the scissors from the fizzle errs wow that's too much I couldn't afford that how much is a set like that now there you are just what I expected if this sizzle stop is so hot why didn't Roger selling the higher price set we get together like this and we yak yak yak but we still run into the same old song day after day I like the picture the cabinet work is beautiful I can't afford that my wait a minute let's let Elmer finish what he's starting to show us take it easy tom he only used one set he didn't use wheeler point number four don't ask if asked which always give the other fellow remember a choice between something in something never between something and nothing for example what he should have said was do you want to blonde or a brunette I mean that you want to blonde or mahogany 17 or 21 inch set table or console but say die what am i doing running your sales me suppose you take over right Elmer will tune you out and get down to business ok Dom you need any help you know where to get me now fellas you have seen in the movie today what Elmer's 5 wheeler points are and by now I'm sure you're beginning to understand how they have helped increase the sales of over 250 of America's leading corporations but before we consider the wheeler points and how they can help you sell Dumont tell us ettes let's consider your approach to a prospect do you remember how Rodgers did it sure he shook hands with the customer right but that's not all then he introduced himself right but he did more than that first he gave the customer a big smile and shook his hand and then he introduced himself and that's for the customers name and then after the ice was broken they followed up by saying mr. Morgan if you were a millionaire you could own no finer set than the one I'd like to show you that's it those all-important first 10 words we call it the millionaire approach million-dollar smile million-dollar handshake and a sizzle that puts your prospect in the millionaire class now that we have the sale underway let's consider wheeler point number one don't sell the stake sell the sizzle remember the sizzle is the emotional side of what you sell it's the pain in the cheese the crunch of the tracker the whip and the coffee end up the ended up the pickle okay let's hear you fellas come up with some red-hot sizzles well how about telling the customer dr. doom ah pioneered in the design and development of the first practical picture tube that's good what about this with a Dumont you you have the best picture in the neighborhood now you're sizzling could we say that Dumont has three quarter inch wood cabinet I'm afraid that's the steak not the sizzle it's factual and not emotional but you fellas are beginning to get the sizzle idea now let's go on to wheeler point number two don't write Telegraph when you find your sizzles put them into ten-second selling messages remember your first ten words are more important than your next 10 hours I get it when Roger says that Dumont is the Cadillac of television he's telegraphing his sizzle exactly when you get your sizzles all lined up in the order of their importance you boil them down into 10-second telegraphic messages and then you're ready four wheeler point number three say it with flowers now Mac you said something a while ago that fizzled because it was factual instead of emotional now using wheeler point number three let's see if you can make a sizzle out of a fizzle it's as much what you do on that sale and what you say you've got the backup your sizzle with showmanship I've got it you could knock on a cabinet with your knuckles like this and say this cabinet has a fine custom crafted furniture song because it's made of three quarter inch wood that's the idea now you have a real sizzle and you backed it up with showmanship now when we tell a customer that the doors will stay put in any position how about the tilting is set to prove it good you fellas are beginning to get the idea now Tom remembering wheeler point number four if you had been in Rodgers shoes how would you apply the witch technique always gives people a choice between something and something never between something and well like Elmer said I'd minimize price and get right into something like we could send the set off this afternoon or would tomorrow morning be more convenient which do you prefer now you've got it what about wouldn't you prefer the big 21 inch screen model over the smaller 17 let's say how about does the french provincial or the modern styling suit your own bed uh which do you prefer the open-faced or this closed-door console that's it that's it you've got it now we're ready for a wheeler point number five what's your bark it's as much how you say it is what you say that makes people buy don't be a Johnny one note talk hi talk low talk that talk slow remember the cigar store Indian never made a sale say wheeler point number five is mighty important in the millionaire approach right you bet your life you're sizzling your way toward a sale when you get next to a prospect say Don shouldn't we tell them about Dumont factory authorized service of course tell them that every Dumont tell us set is underwriters laboratories approved and don't forget to tell them the Dumont not only makes its own picture tubes but builds television station equipment for leading broadcasters and operates its own network of 62 television stations what about all the Dumont extras I'm glad you mentioned that be sure to show them the phono pullout drawer actually show them how the set can be converted into a phono combination for only the low price of a record attachment then tell them how little this costs mention the puncture resistant speaker grill the removable glass front for easy cleaning tell them how cooler operation prolongs the life of many vital parts now all of these extras give you plenty of sizzle ammunition with which to clinch a sale before we leave let's call in Elmer and see he has anything to add well that's it scissors now the rest is up to you does it really work I'll say it does I've got a car here from a friend of mine let me read it to you dear Elmer you're five wheeler pranks have really made the cash register ring for me sign Jim psychic his pool is bigger than Elmer's yeah so is his cigar why of course he's a Dumont dealer [Music]