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In my experience I have sold many different things. I have sold advertising, paint, cement roofing, oil, varnish, direc- tories, patent churns, electrical appliances, washing ma- chines, books, entertainment, billboard advertising, tooth paste, shoes, tailor-made suits, and all kinds of insurance, including life insurance. Strange as it may seem, it has always been necessary for me to create a market, or a demand, for everything that I sold. It entailed the power of creative selling. It was either create a sale or starve. In selling, it was never a question of prospects—I always had more prospects than I possibly could see. My problem was to cover the available prospects effectively and effi- ciently. To do this, it was necessary to have a good sales 24 HOW TO CREATE A SALE approach. Therefore, I spent many hours in preparing and creating a good, concrete Sales Plan, around the product or service that I was endeavoring to sell. This Sales Plan needed the qualities and attributes to attract the attention of the prospect, to arouse his interest, and to stimulate his desire. It also had to have the dynamic power to convince, and to motivate and impel the prospect to act. This Sales Plan had to center the prospect's thought on my proposition to the exclusion of all others. |
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