Reading notes by Chris for Elmer Wheeler’s book Sizzlemanship – one of the classics of salesmanship
Writing style of the book uses storytelling first, then makes the point.
- Make it easy for the customer to buy – like postcards
- Ask, “how much do you want to pay?” – like with maracas
- Give a demonstration – like castanets and bracelets
- Don’t try to outsmart the other party- like restaurant visitors; the truth is good enough
Chapter 2: lessons from Mexico
- Sell from the heart. The heart is closer to the pocketbook than the brain.
- Be evocative: Point and gesture. Call attention to something unusual about what’s for sale. Demonstrate it. Display first, ask second. Tell ‘em what they get, not what they must pay. Let words and merchandise be at eye level.
- Give a choice of what to buy, not whether to buy.
- Create an offer rather than asking first if it’s wanted.
- Say what you mean, and mean what you say.
Use simple, plain words and phrases that appeal, so that people don’t feel they are being sold.
Be physically in step with the buyer, so they feel physically comfortable without interruption. This is true of times that don’t involve walking, e.g. making appointments convenient.
Sell the results the buyer wants, not the technical features of the product or how much the shop needs the money.