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Table of Contents Some time ago in England, a test was conducted to meas- ure the vocabulary of certain groups of individuals. This group included top executives of successful business com- panies, graduate engineers, graduates from liberal arts col- leges, and college professors. The test was based on 150 words, and the results were as follows: graduate engineers averaged 120 correct definitions; liberal arts graduates aver- aged 129 correct definitions; college professors averaged 142 correct definitions; and the top executives averaged 143 cor- rect definitions. Thus, the top executives averaged one word higher than college professors; 14 words higher than liberal arts graduates, and 23 words higher than engineers. It might interest you to know that most of these top execu- tives had the ability to sell their ideas to their associates. In order to do this, it was necessary for them to develop a very extensive and exact vocabulary. They had to be able to choose the correct word at the correct time. The most potent tool in a salesman's kit is a good vocabulary. Words are the tools to describe, define, explain, illustrate, and visualize the ideas of the product to the prospect. Words open the inter- view, and words close the sale. Therefore, it is wise for a salesman to concentrate on the best method of developing a vocabulary which will increase his word power and make his selling more effective. 132 WATCH YOUR WORDS 133 A salesman can function more accurately if he takes time to improve and enlarge his vocabulary. Any salesman can accomplish this by devoting a few minutes each day to the suggestions outlined in this chapter. |
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