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In this category, the prospect buys things to satisfy his personal wants; a new suit of clothes is a typical example. In selling a suit of clothes, use the following Sales Plan: Make an appeal to the dignity of the prospect. Flatter the prospect, tickle his fancy, stir up his vanity, but do it with tact and diplomacy. Some prospects say you can not flatter them, but you can always "flatter" them by saying, "Mr. Prospect, no one can flatter you, not even me." Put the prospect in the center of the picture, build the suit around him and tell him that the graceful lines of the suit will make him look like a "million dollars." Direct his attention to the lovely new fabrics of the fin- est quality and to the wide range of colors, including the light blues, the dark blues, the browns, the tweeds, the pin stripes, and the grays. These all sound good to the prospect. Sometimes they sound better than they look. Expert workmanship guarantees the prospect a perfect garment, with every minute detail attended to. Delivery of suit can be made any time the prospect wants it. This Sales Plan makes the prospect feel that this suit is made exclusively for him. It is personal, and he likes it. These little things impress him with your interest in his wel- fare. They impel and stimulate him to buy. A Sales Plan to suit the prospect to a suit will put a suit in his wardrobe, and a check in your pocket. 5. |
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