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Every industry abounds with certain key words; around these key words most industries are built. A key word may be compared to a master key that unlocks a building. The master key that unlocks the Empire State Building takes up very little space in your pocket, yet that key permits you to make a complete inspection of everything in that building. WATCH YOUR WORDS 135 In the same way, key words will open the door to knowledge about your product. They will reveal all its hidden merits and will give the prospect a complete and comprehensive picture of its many values and advantages. A salesman has five key words. They are: Describe. This word comes from the Latin word "de- scribere," which means to write. Writing down the words that give a full description of the product will enable you to select the ones that are the most adaptable and most ac- curate in describing your product. These words will convey more meaning and more color. They will make the prospect sit up and take notice. Learn to describe your product. Explain. This word means to make plain. The best fel- low in the world to explain your proposition is yourself. Make a thing plain and clear to yourself, and it will be easy to make it plain and clear to everyone else. Learn to describe it forward and backward; you will be known as a salesman that knows his "stuff." Define. This word means to set forth the meaning of words or terms. A precise definition of a word distinguishes it from all other words. It is wise to define every word that you do not know; your progress will be amazing. Illustrate. This word means to enlighten or to illumi- nate. When you illuminate your proposition you throw colorful and meaningful lights on ideas and thoughts that are new to the prospect. You make the proposition clear, in- telligible, and apprehensible. A chart, a picture, a map, or some other visible means may be used to make the presen- tation even more effective. Visualize. This word means to form a mental image of something before the eye. To create a mental picture of your proposition is to make it talk and reveal itself to the prospect. It is like draping a life insurance policy around the prospect and revealing what it can do for him and his family. 136 WATCH YOUR WORDS These five words are applicable to any industry, and the salesman who applies them in a sales presentation will find himself making many more sales. To illustrate this doctrine, I have selected five different industries. Let us observe three key words in each one. First: Steel. Steel is a cold, hard word, yet it is the product of heat. Here are three key words associated with the steel industry. Crucible. A crucible is a pot. Crucible steel is a superior steel made by melting steel, or by fusing iron, carbon, and flux in a crucible. Tensile. Tensile means capable of tension. Therefore, the tensile strength of steel means resistance to stress. This property allows the steel to stretch and bend without doing injury to its own "muscles." In other words, steel can take it. Durable. Durable means able to endure. Durable steel is long-lasting and can withstand the wear and tear of the elements. Second: Oil. Lubrication. This word comes from the Latin word "lubricare" which means to make smooth or slippery. Lubri- cation reduces friction, increases efficiency, and lengthens the life of any machine. It lessens costs. Density. This determines the thickness of the oil. It is either light, medium, or heavy. Viscosity. This determines the body of the lubricant, or its wearing quality. Two surfaces coming together in motion set up friction. The resistant quality of that lubricant to en- counter the friction determines the viscosity or what we call the body of the oil. Third: Paint, roofing, and allied industries. 1. Waterproofing. Prevents leaks and preserves interiors. WATCH YOUR WORDS 137 Protection. Keeps surfaces intact. Anti-corrosion. Prevents the eating away of the surface by the chemical elements in the air. Stops disintegration and deterioration. Fourth: Household appliances. Convenience. Enhances personal ease and comfort. Per- tains to the easy performance of some act or function. Comfort. Provides relief, cheer or consolation. Affords contented enjoyment and frees from care, worry, and anxi- ety. Efficiency. Gets things done around the house with the least possible amount of effort and turns hours of drudgery into hours of enjoyment and relaxation. Fifth: Life insurance. Estate. An estate includes the possessions of a man and represents anything of value, including lands, stocks, bonds, cash, insurance, or any other holdings. Life insurance creates an estate immediately in event of death and gives the insured the opportunity of paying for it on the installment plan during his life. At his death, the life insurance he carries will become his estate or a part of it. Savings. You save money now to have it later to cover any unforeseen contingencies or conditions that might arise in your life. Income. Man is cautious and wants to make provisions for the future. One way to do this safely and systematically is to buy a life income plan with a life insurance company. These five industries and the three key words representing each one are given to you to illustrate the tremendous possi- bilities hidden in the power of words. You get a keener in- sight into the product, and into the industry that produces it. Thus you have more confidence in the product and more faith in yourself to sell it. Following the suggestion of pick- 138 WATCH YOUR WORDS ing key words in your industry will enable you to master any sales technique and put the product at your command. |
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