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In buying things he can use he is adding to his enjoyment, health, and happiness, as well as to the enjoyment, health, and happiness of his family. Television sets, automobiles, radios, pianos, books, coal, washing machines, vacuum cleaners, electrical refrigerators, and many other things are bought for this reason. Out of this group let us take a television set. To sell a television set, or to qualify the prospect to buy it, it is nec- essary to build your sales approach around his finer sensi- bilities. His aesthetic taste must be aroused. You must make him feel that he is adding culture to his home, refinement and charm to his family. You must bring forcefully to his attention the wonderful enjoyment that television provides, and at very little cost. You must make him feel that the WHY THE PROSPECT BUYS 37 music, the comedy, the information, the baseball and foot- ball games, the wrestling matches, the panel and quiz shows, the news reports, and all the other programs will give him and his family many more hours of relaxation, happiness, and true enjoyment. These will help him to forget the cares of the day. He must be inspired to realize that television will create and rekindle the home spirit in the young people and entice them to stay at home, which is so essential to char- acter building. Point out, also, that the beautiful mahogany finish and graceful lines of the television set will add beauty and dignity to his home. You must inform him in a very casual way that the new improvements and scientific developments in the manufac- ture of television sets make it possible for the manufacturer of this particular set to sell it at a price at which no home can afford to be without one. A Sales Plan woven around these ideas will help you sell more television sets and increase your income. You will be agreeably surprised. Under this category, the automobile is also an illustration. In creating a Sales Plan to sell or qualify the prospect to buy an automobile, a salesman must take into consideration the reason why the prospect buys an automobile: because he can make use of it. Therefore, he buys it for the gain of utility. He can use it in his business, or he can use it to add enjoyment, comfort, and happiness to himself and to his family. With this information, the salesman can make an economy appeal or health appeal in preparing his Sales Plan. With the economy appeal, the salesman can develop his Sales Plan along these lines: 1. "Mr. Prospect, this car is very economical to run. It is built like a swan, and the new streamlined body cuts air re- sistance and makes it possible for you to get five to seven more miles per gallon." 38 WHY THE PROSPECT BUYS "Mr. Prospect, our car is much lighter this year. This prolongs the life of these new cord tires and makes them last twice as long. It means money in your pocket and safety on your journey." "Mr. Prospect, the springs on this car are made like a velvet cushion to absorb the shock and avoid wear and tear on the car. This prolongs the life of the car. The depre- ciation on this car is very small, which saves you money and makes the trade-in value of this car far above that of the average car." For the comfort and health appeal, the salesman can ap- peal to the prospect along these lines: "Mr. Prospect, this car is large and roomy, with lots of space for baggage. These seats, which move into position with the touch of a button, give you a change and add to your comfort while driving. With this car, you and your family can look forward to many perfectly enjoyable week- ends and delightful picnics." "Mr. Prospect, when you and your family get in this car, you can be certain that you will reach your destination in perfect comfort, thus adding many more hours of real pleasure and enjoyment to that weekend outing to the moun- tains or to the seashore." "Mr. Prospect, the brakes on this car are the last word in precision and safety. In fact, you can stop almost instantly. This means added protection to you and your family on the highway, especially when you must contend with 'hot rods' and the carelessness of other drivers." "Mr. Prospect, this car will take you and your family out into the country, where you will enjoy plenty of fresh air and sunshine. This will do you good and give you a new lease on life. The beautiful scenery, the beautiful flowers and trees, with each leaf turned to the sky, along the road WHY THE PROSPECT BUYS 39 side, will take your thoughts off the cares that infest the day. It will help you to cast worry to the wind. It will help you to relax and to keep in good health." |
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