Chapter 12

HOW TO TAKE THE “TEMPERATURE” OF THE PROSPECT 

We look on the wall to see the temperature of the room, to determine whether it is too hot or too cold, and just how to adjust the windows.   We should learn to take the temperature of the prospect as well.

A FTER WE HAVE talked a few moments with the prospective customer, it is up to us to take the temperature of the prospect to see if he is hot or cold to our proposition, So as to set our course properly for a close.

There are certain questions we can use on the other person to determine his “state of feelings,” words that tell us a great deal when they are used to take his temperature.   Here are a few questions to use:

“Which do you prefer, this one or that one?”

“Do you think the cord is long enough?”

“That is easy to understand, isn’t it?”

“Would you pay in cash, or by check?”

“How do you usually pay for these things?”

“Would you have it sent to your home?”

“Would you keep it in the living room?”

“Would you include your boy in this policy?”

These are statements that get the other person to start talking, and most of these questions are formed in such a manner that the other person can’t merely say “No” or “Yes”, but must do some talking.

By getting him to talk we warm him up.   Just as a cold motor must be warmed up, so must the cold prospect.   The more he talks the more he tells us of his objections, desires, wishes, ambitions, likes, and dislikes.   On these we can determine our procedure – on these we can build up the next step in our sales presentation.

Always be sure that you take the temperature of the customer several times during the sale, just as the physician does to guide him in his next steps.

Keep selling the “sizzle” – and keep “saying it with flowers,” which is showmanship, performance PROOF!

 THE ART OF CLOSING 

Be sure never to lose sight of the results, benefits, and advantages of YOUR merchandise, your product, your sales package!

The art of making quick closes is in having confidence that you picked the right “sizzles” for the customer and in reflecting your confidence so as to inspire the other person.   Say:

“I feel sure this will fit your particular need.”

“This is the best type for your purpose.”

“This will work better for your specific requirement.”

“I am sure this is just the right one for you.”

“You will find this most convenient for your purpose.”

“You'll enjoy this one very much, I know.”

Don't show doubt by saying such things as, “It seems what you need,” or “Perhaps this will do,” “Maybe --.”   Be specific!   Direct!   Positive!   Confident!

Often the other person indicates when you take his temperature that he wants to hear more, or see others, or get a lower price.   If the prospect is sincere, he will use such language as:

“I don't like this particular style.”

“That isn't quite what I want.”

“Haven't you something a little smaller?”

“Isn't there something at a lower price?”

“What other colors does this coming?”

When you hear these “sincere” remarks, show more, get more information, or quote other prices -- or compromise in some way.   The person wants to buy, but is not sold on the particular things you have offered up to that moment.

Here are a few statements used by timid people and hesitant buyers, those who need just a little more push before they will buy.   Don't confuse these people with the people who really want to see a greater display of your wares.   These hesitant people will say:

“Well it looks nice, but I don't know.”

“That's a little more than I thought of paying.”

“Isn't that pretty expensive?”

“Is that the best you can do?”

“Do many people buy this make?”

These people want you to “sell” them a little harder.   Their statements, as you can readily see, are weak.   After taking the temperature of a person in getting one of these remarks, drive for a close.  The sale is practically made! 

DON’T SIDE STEP CRITICISM 

If, when taking the temperature, you draw out a criticism or an argument, don't side -- step it, and don't deny it bluntly and point-blank.   Here is what to say:

“I'm glad you brought that point up.   I was just going to explain it.”

“I was coming to that.   But first let me explain this feature.”

Agree with the customer first -- then turn them around afterwards.

If the prospect says: “Well it does look nice, but I don't know.”

You say: “It is nice, and it suits your needs,” and so on.

If the customer says: “That's more than I had thought of paying.”

Agree and say: “It is a good model.   Just let me show you why I think it will suit your purpose.”

If the customer says: “It is pretty expensive, isn't it?”

Agree and say: “It is a fine instrument, madam, and I want to show you why.”

Then go right on demonstrating.

Another good rule to remember is: sum up the benefits!   After outlining the benefits and advantages of what you are selling, sum them up, and conclude your sale by saying:

“Since there are three in your family, and since you want a mixer that your husband can use for drinks and you can use to mash vegetables, extract orange juice, and use for all forms of beating purposes -- this is the mixer you will find most beneficial, don't you agree?”

Another simple summarizing phrase is:

“Because in your particular case, et cetera...”

Always be sure you've classified the customer properly as to his or her needs.   If the customer is looking around for a topcoat, let us say, for her child, don't try to sell her an overcoat.   Find the customer's needs before you sell or display.   Inquire before you unload your sales barrage!   And SUM UP the customer's NEEDS as well as the BENEFITS they will receive from what you are selling!

Always be sure, during the sale, to take the “temperature” of the customer, to make certain that you are on the right track, that you won't oversell, and that you will sell the customer what is on his mind.

Doctors take temperatures -- why not you?

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