Chapter 23

HOW TO SELL THE MAN SHOPPING FOR HIS WIFE OR SWEETHEART

(From a Talk by Mr. Wheeler at R. H. Macy & Co.) 

So much scientific data has been brought to light these past few years showing the women do 85% of the buying that the art and science of selling the humble male is being lost or taken as a matter of fact.

IT IS A WELL-KNOWN fact in retail stores that when a humble male comes in to the ladies department, he is shown the best-priced lines at once -- for he is a quick buyer.   Price is a secondary thought.   He is embarrassed.   He wants to make a fast purchase and leave quickly.

If he sees only the expensive merchandise, he makes up his mind on which of the higher-priced items he wants, pays, and goes out.

Women, on the other hand are “shoppers.”   They make a salesperson show item after item, and they keep looking until they get the best bargains.   They are bargain hunters.

Recently R.H. Macy & Co. became “word-conscious ,” realizing that the finest merchandise won't sell itself, no matter how attractive it is; the greater sales always result when the salesperson uses persuasive language and techniques.

I was asked to address first a group of 200 buyers and merchandising officials and then, at a later meeting, many of the 12,000 employees of this world-important organization.

After chatting with Mr. Paul Hollister, vice president of the store, it was decided that the salespeople would catch the idea of properly choosing their words and selling techniques through presentations.   It was agreed that first they must be shown, in a dramatized manner, the wrong way to make a sale, and immediately afterwards the right way.   The sudden contrast would prove a good bit of instruction.

Therefore the following two skits were presented.   They are slightly exaggerated for theatrical purposes, but withal they carry their selling points well and illustrate the five Wheelerpoints:

1.         Don't Sell the Steak -- Sell the Sizzle!

2.         Don't Write -- Telegraph!

3.         Say It with Flowers!

4.         Don't Ask If -- Ask WHICH!

5.         Watch Your Bark!

SELLING DEMONSTRATION 1

The Wrong Way to Sell Powder and Perfume to a Man Shopping for His Wife

CLERK (Powdering nose.)   I'll be with you in a minute.

CUSTOMER: Do you sell powder here?

CLERK: Yes, we do.

CUSTOMER: Well, I'd like to buy some.

CLERK (Looking strangely at customer.): Yes , what shade do you wear?

CUSTOMER: It's not for me; it's for my wife.

CLERK: Is she blonde or brunette?

CUSTOMER: She's a redhead.

CLERK: Well, here's something good for her.

CUSTOMER: How much?

CLERK: Lets see.   (Looks at label on box.)   It's $1.50.

CUSTOMER: Oh that's too much money.   Do you have anything cheaper?

CLERK: Here is another one at $1.00 that's pretty good.

CUSTOMER: Well, what is the difference between the $1.00 and $1.50 box?

CLERK: Between you and me the color on the box is the only difference.   All us girls use the red dollar box.   (Gets confidential with customer.)

CUSTOMER: Humph!   Give me the dollar box then.

CLERK: How are ya fixed for perfume?

CUSTOMER: No, thanks, I never use it.

CLERK: Not for you; for your wife -- the redheaded one!

CUSTOMER: No, that will be all; I'm in a hurry.

CLERK: But it's so cheap.

CUSTOMER: No, not today.

CLERK: But It's Only $5.00.

CUSTOMER: No -- Just Powder!

CLERK: But we've got a contest on today, and --

CUSTOMER (Getting angry.): I don't care about your contests.   I'll be back some other time.   (Hurrying out of store.)   Such high pressure.   I'll never come back again.

CLERK: People haven't got any money these days.

The Right Way to Sell Powder and Perfume to a Man Shopping for His Wife

CLERK: Lovely morning, isn't it?

CUSTOMER: Yes, it is....   I'd like to see some powder.

CLERK: Did you want it for a blonde or brunette?

CUSTOMER: A redhead.

CLERK: Here is something that is very becoming to redheads.

CUSTOMER: How much is it?

CLERK: It's $1.50.

CUSTOMER: That's quite a bit; got anything cheaper?

CLERK: Yes, sir, here's some at $1.00.

CUSTOMER: What is the difference between the $1.00 and the $1.50 powder?

CLERK: The $1.50 powder is made especially for redheads, and will cling to the skin longer.   She won't have to powder so often.   It's very lasting!

CUSTOMER: Clings to skin longer...   very lasting...   that's fine!   (To himself) Maybe I won't see her using her puff everywhere I take her.

CLERK (Smells perfume.   Offers it to customer.): Doesn't this perfume have a lovely fragrance?

CUSTOMER: Yes, it has.   What is it?

CLERK: This Is Mitzy Perfume; it has a spicy fragrance especially made for redheads -- and it is VERY LASTING.

CUSTOMER: That's lasting, too?   Then she won't have to use as much!

CLERK: It will save you money.

CUSTOMER: I'll take that too.   I like your store.   It tells me how to save money.

CLERK: Perhaps you'd like to get a bottle for your mother for Mother's Day?

CUSTOMER (Very sad): I have no mother.

CLERK (Coquettishly.)   Isn't there someone else?

CUSTOMER (Sheepishly.): Someone else?   Let me see... (Laughter.)

As mentioned, the skits are simple, yet they have proved highly effective when acted properly.   They carry a sermon with every laugh.   The salesperson sees herself as others see her and realizes that a sales presentation after all is a series of single “Tested Sentences.”

Let us see the second skit now.

SELLING DEMONSTRATION 2

The Wrong Way to Sell a Man Hose for His Wife

CLERK (Standing by, yawning.): Are you bein' waited on?

CUSTOMER: My wife said to me this morning, Charlie, buy me some hose on the way home.   Do you sell hose here?

CLERK: Sure we do.

CUSTOMER: Can I look at some?

CLERK: Sure -- what size does your wife take?

CUSTOMER: Why, she didn't say.

CLERK: Well, how long have you been married?

CUSTOMER: Thirteen years, why?

CLERK: Then you ought to know what size hose your wife wears.   Put your foot on the counter.   (Customer places foot on the counter.)

CLERK: Is her foot as large as yours?

CUSTOMER: No -- only about half.

CLERK: Then she'll take size 10.   Now, here's a swell pair at $1.50.

CUSTOMER: Haven't you anything cheaper?

CLERK: Sure, here's some at $1.00.

CUSTOMER: What's the difference?

CLERK: $.50 difference; but all us girls wear the one dollar ones and we like them.

CUSTOMER: Hump -- well, give me the one dollar pair.   If they're good enough for you clerks, they're good enough for my wife.

CLERK: How about two pair?

CUSTOMER: No, my wife only wears one pair at a time.

CLERK: But my sales book is low today and I need some sales... (Follows customer offstage, trying to sell him.)

CUSTOMER: I'll be back some other time.   The dumb clerks -- the way they high-pressure you today!

CLERK: The dumb customers.   They have no money in their pockets these days.

The Right Way to Sell Hose for His Wife

CLERK: Good morning.

CUSTOMER: Good morning.   (Looks at hose on counter.)

CLERK: They are lovely hose, aren't they?

CUSTOMER Yes, my wife asked me to buy her a pair.

CLERK: What size stocking does your wife wear, sir?

CUSTOMER: Oh!   She forgot to tell me.

CLERK: Then I'll give you 9 1/2; it's the average size.   Here is a very fine pair.

CUSTOMER: How much are they?

CLERK: They are $1.50.

CUSTOMER: Hm, do you have anything cheaper?

CLERK: Yes, sir, these are $1.00.

CUSTOMER: What is the difference between the $1.00 and the $1.50 hose?

CLERK: The $1.50 hose will give your wife's MORE MILES of service!

CUSTOMER: More miles of service!   Well that's what she needs; she's always walking them out.   I'll take a pair.

CLERK: Does one of your wife's stockings wear out before the other?

CUSTOMER: Indeed it does.   She's always tearing one and throwing the other away.

CLERK: Wouldn't it be GOOD BUSINESS to buy two pair of the same color, so she can alternate if one stocking tears or runs?

CUSTOMER: Say, that is good business!   I'll take two pair.

CLERK: You can now have the third pair for only $1.25.   You save $.25, the price of two good cigars.

CUSTOMER: I'll take three pair -- anything to save money.   (Leaving store.)   Nice salespeople in the store.   They are really helpful.

CLERK: The customers certainly are spending more money these days!

You must use words to train the other person in how to sell, as well is to train yourself in what to say and do.   You'll find the other person will learn more quickly and with greater ease if you show first the wrong way of making a given sale and then the right way.

Since the skits were presented at Macy's, they have been given before several retail groups elsewhere, and the results have always been the same -- the salespeople went away from each meeting laughing, yet with a much keener idea of the value their words and selling methods have in making people buy.

Remember the principle:A sales presentation is nothing more than a series of “ TESTED-SENTENCES” arranged in chronological order.

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