THE THINGS PEOPLE WANT

[Music] this is a story about two kinds of people the people who buy the customers in a competitive market and the people who help them get what they want the salesman we're all customers quite often and we're all salesmen on they're salesmen of things and of ideas and there's a lot to selling anything there are rules and ways of doing the selling job that has to be followed if we expect to be successful in a competitive market well now here's Don Evans he's a pretty good young salesman lots of Drive spends his time off the floor studying this product planning his next day's work only trouble is sometimes Evans thinks he has all the answers se dong oh yes can you come into my office for a few men here's jitter powder Evans boss he doesn't always agree with Evan God my calendar says that you've been with us just three months to the day I tried still like it oh yes sir I like selling I like it here I like the job do I just talk the job likes me sit down well gone from Amazon even those three months I'd say you were doing all right but you know darn successful selling in this business or any other isn't all just a matter of natural ability or the will to win it takes a lot of hard work study practice and above all a thorough understanding of what selling is really all about you remember Don when you first came here we had several sessions on what selling really is and how to go about it uh-huh I think you caught on fast to start but before we go any further it might be a good idea to see where we're at so far you know Don right now you're forming sales habits that are gonna stay with it's easy to fall in the wrong Evitts that are hard to get rid of on the other hand it's just as easy now and from the right habit so let's analyze this selling job yours once more just to see how we stand well I guess the first thing and selling is to know your product you sure can't do much selling as you know what you you know I've been noticing lately how many salesmen we really don't know their products I only yesterday I saw an electric shaver in Johnson's window down the street I've been eating a new one so I thought I'd go in and find out how this one worked well I don't know just what kind of motor it's got in it but we sell lots of them lots of no complaints either yeah sure I know but I've had a couple of these things one of them was okay but I lost it the other only ran half the time so I'd like to know what's what before I buy well we handle a lot of different mixer shavers in this place yes your thanks all that guy needed to make a sale was just a little information about his product I was all ready to part with 20 bucks but not without knowing what I was buying and he didn't know his products so he lost the sale that's right Don product knowledge is essential but important as that is what more do you need well I remember we talked about a plan for selling that's right before step sale of course there are lots of ways of breaking down the steps in a sale but for my dough this four-step plan of ours covers the ground and done right out there in that business Street you can see those four steps at work all day long take for example the first that finding prospects all those people out there their prospects prospects for all sorts of products that's why those stores out there are located where the greatest number of people pass by and other kinds of selling of course like ours you have to go find the prospect yourself most of them you have to use every device Under the Sun to find people who can qualify as prospects for our product those other steps of the sale are being worked out there to take the second step creating the desire to own that flapjack operation over there creating the desire to eat in this case the idea is to present your product to the prospects in whatever way appeals to the most to make them one that flapjack boy has it and it's the same idea no matter what the product and take that kid over there he has a prospect he has created the desire to home but unless he can get the man to part with the nickel he's just been wasting his time that's sometimes the toughest part of the job but it's the payoff that's right kid make the old tightwad come across there that was a perfect example of the third step of a sale getting the decision to buy and there's an example of a final step delivering the product right by delivering the packages right to her car the clerk has followed up his sail with a goodwill gesture that should bring the customer back again and may help get her to send in her friends well I think I've got those four steps pretty well in mind mr. Potter in fact I've got them all down right here and then it does unite tacked on some reminders of some of those other things we talked about you know the rules for handling people good that's here ask questions that's point number one seems like the only way you can find out how to handle a prospect is to ask questions that'll get him to give you the information you need let the prospect talk that's the only way you can discover what he really wants what he's interested in whether you're on the way to selling that's right done if you do all the talking you get darn little help through a prospect so you let him talk what's your next point don't argue arguments just make people mad you don't get people to buy things making a manager you tried to set him straight for not by arguing in fact you can win an argument lose the sale yes but the old one too you tell the prospect oh yes that would seem to be the case but there's another angle you know Don's using the yes button here's one way to avoid an argument and get the prospect thinking along your lines agree with what he says maybe partly true or used to be true and then get in your licks repeat the objection then the prospect knows you've got it straight well maybe he'll back down a little or even admit that this isn't his real objection at all and finally concentrate on the main objection answer it to the prospects complete satisfaction you can usually get him so he have to say yes when you ask for that order of course it's probably a lot more to this business of handling people well done that's all good stuff you seem to have a right slant on a lot of things but someplace along the line you seem to have missed from the most important points of all why I thought I covered most everything yeah look Don you talk about rules for handling people but just what are you trying to accomplish with these people these prospects what are you driving at I guess I'm trying to get them to buy the truck that sure or sure but why should they buy it why do they buy it because it stops because it's got what they want I've got what they want alright now you're getting someplace well what is it that they want what do people want from any product one of the buyers interests why do people buy one product instead of another what are you trying to prove to people with all your product knowledge and so on I'm trying to get them to buy buy what whether the product of course look Don you've got a whole mess of sales information stored up there inside your head but you've forgotten what you're trying to accomplish with it make it over what do people want from any product what do they want out of life what are the buyers interests the people want [Music] [Music] [Music] Oh what do people want what's the matter doc don't you know what people want never mind about where I am I'm just the guy inside your noggin the guy who really knows what you know about what you want Manny that's right you know what people want take yourself for example how do you like to come home to an easy-chair the Pleasant warming fire in the fireplace just relax with your slippers newspaper comfort is mighty important to you and to a lot of other people that's one of the things you and lots of other people want then take a mother with her child her most priceless possession her baby what's the angle there why the safety of that baby mothers only thought as she tucks her precious baby em safety from all harm safety through the night yes safety is one of the most important things in the world to people sometimes safety is the only thing that really matters on the other hand why does a farmer use a windmill instead of a powerpuff economy fuel to run a windmill is free the economy the farmers first consideration in using a windmill a thing of first importance to many people and we have just one reason do a better job than anything else performance from a jet plane performance to some people's performances the only thing that counts durability grinches man-made structures which must last for generations which tell us just how important durability can be to people durability how long and here's affect you to delight the eye of lickin the pulse of every beholder too many people like the artist appearance is all-important beauty and women beauty and many other things well that's it those are the six things that people want the six buyers interests of course sometimes we call them by other names but it's the same thing for example take that cigarette you pick a certain brand maybe for its flavor or its firmness or the fact that it doesn't make you cough well in a cigarette those things all add up to performance performance in a cigarette oh yeah that's right but talk on it with my product all I have to do is give a complete demonstration if I do that I've answered all 6 of the buyers interests partly answered done sure you should always give a complete demonstration but you've got to do a thorough selling job on the prospects main interests for instance those are certainly good looking shoes you have on why did you buy oh right because they're comfortable I've got to be on my feet an awful lot in this job you know exactly and while the shoe salesman mentioned appearance and economy you wouldn't have bought those shoes unless they were comfortable someone else might have been more impressed by appearance but to you comfort was the chief interest so the salesman hid that part the thing is that different people attach different degrees of importance to each of the six buyers interests one may think performance is the most important another economy or safety or comfort I get it my job in selling is to find out which of these interests each prospect is most interested in an indie show that my product is the answer handling people all these things should be aim continually at finding the prospects interests and then proving that your product best fills those interests that's true of every salesman no matter buddy selling take Pete for example he sells China very expensive China and not so expensive China good morning madam what can I show you today well I'd like to see something in the dinner set all right did you want something for every day or were you interested in something more elaborate or something for every day and I don't want to spend too much my present dishes are always chipping I see so you're interested in something low-priced yet durable yes I think we've got just about what you have in mind some new low price patterns just came in here's one we consider very tractor yes it is nice and the price is surprisingly low for dinnerware of this quality it's durable too for everyday use let me tell you why this china is so durable he seems you may have noticed he'd established but a simple question or two just what his customers main interests were then he showed merchandise that satisfied those interests and he stressed the things that apply it to the interests you have to do that in selling China and you have to do it in selling men's suits yes sir mr. Williams at the price this suit is really a steal and it'll wear like a comet sure the price is okay to tell you it doesn't feel right it's too heavy hum but mr. Williams to see how beautifully it fits you in the color made for you and at that price listen I wouldn't take this dog bed for a gift wait a minute hold everything let's back up a little and do it right seems a little heavy you'd be more comfortable with a lighter weight material right let's just try on this lightweight pinstripe and see if it doesn't give you the comfort you want and it'll hold the press about as well as any material you can find well this is better yes that was better what a prospect gives you a hint as to what his interests are stay on the beam prove his interests if he wants comfort sellin comfort not price er appearance a good salesman keeps that constantly in mind in selling clothing and it's the same thing with radios real furniture construction as you can see the wood is about the finest we've seen in any radio cabinet genuine hardwoods and hard wood veneers not synthetic certainly is good-looking yeah I'm for loading and unloading the phonograph it's really convenient you just pull the door open and the record player slides out where you can reach it easily it is convenient yeah of course the most important thing about any radio set is how does it perform yeah performance how about that that's what I want to see yes how does this one perform on this new FM everyone is talking about well just where did you hear it but first I'd like to tell you some of the reasons why the performance of this set is so much superior now performance begins right here well there are lots of ways of doing it but you have to find out which of the six interests your prospects are most interested in then you have to demonstrate your product in terms of that interest well done that's the story actually you really knew those things all along you just have to remember them all the time at every step of the sale remember plus people won that's what Carter was talking about the things people want six buyers interests comfort safety economy durability performance and appearance yes sir that's it that's the answer to what people want all the product knowledge the four-step sale the rules for handling people they're all aimed at just one thing finding out exactly what a prospect once and then proving that Chevrolet has it you see I knew it all the time [Music]