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In this category, the prospect's reason for buying is predi- cated on his desire to add to his wealth. The gain of money, stocks, bonds, and mortgages are examples of this reason. In building a Sales Plan to sell stocks, bonds, and mort- gages, you want to center the prospect's mind on the five important advantages concerning the investment. Organize and arrange these advantages in the following manner: Safety of principal. Furnish the prospect with the name of the corporation back of the investment. Relate its assets, liabilities, and surplus. Reveal its history, showing financial standing, operations, average earnings, and progress for the last 10 years. This tells him that the corporation is a seasoned concern and the investment a good one. Guaranteed income. The income is reasonable. It has been maintained for 10 years, and the corporation has never passed its dividends and never failed to honor its coupons. With this past record, it is only reasonable to assume that its future income will be assured. The investment may enjoy certain tax exemptions. If it does, tell the prospect. The investment may increase in value, provided cer- tain changes take place in the economy. Marketability. The securities are listed on the exchange and can be converted into cash at a moment's notice. A Sales Plan built around these five advantages will put additional securities in the prospect's strongbox and com- mission checks in your bank account. 40 WHY THE PROSPECT BUYS |
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