Chapter 4

DON’T ASK IF – ASK WHICH! 

BY “DON’T ASK IF – ask which” I mean you should always frame your words (especially at the close) so that you give the prospect a choice between something and something, never between SOMETHING and NOTHING.

You will find a sale moving more swiftly to a successful close if you ask leading questions, as a good lawyer does, making it easy and natural for your prospect to “Yes.”

There are two kinds of salespeople, those who throw huge exclamation marks at you as they talk and those who hook your interest tactfully with question marks. Being a Question-Mark instead of an Exclamation-Mark salesman is the fourth difference between a winner and a loser in salesmanship. 

THE VALUE OF THE WORD “WHICH” 

The Exclamation-Mark salesman clubs his prospects with his pet ideas – and they flee out the nearest exit! He is always using such words as:

“I’m positive…!”

“I KNOW I’m right…”

You MUST…”

He points his finger, he pounds the counter, he sticks out his chin, but he never asks the prospect a diplomatic question to find out if his sales talk is going over.

Hook the long curved arm of the question mark around your prospects and customers, and you will draw them nearer to the cash register or the dotted line – but be SURE you ask them questions that GET THE ANSWERS YOU WANT! Never ask the prospect IF he wants to buy – but WHEN, WHAT, WHERE, and HOW! Not if – but which!

THESE QUESTIONS WON’T GET

THE REPLIES YOU WANT

“Could you afford the better-priced one?”

“Would you be interested in the dusting kit?”

“Would you like me to explain this feature to you?”

“Shall I demonstrate this to you?”

“How about it?”

“Howya fixed for a…?”

Don’t be a “How-about-it?” salesman, or a “how-ya-fixed-for-it?” salesman. These are bad expressions to acquire. Eliminate them from your sales vocabulary. They have grown “whiskers,” and they lack “punch,” as later chapters will show. They are not only “baggy in the knees” with a “shine in their seats,” but they have grown “long beards.” Avoid them.

BUT THESE QUESTIONS GET

THE ANSWERS YOU WANT

“You perhaps are wondering what Positive Agitation is, aren’t you?”

“You like this feature, don’t you?”

“That’s neat, isn’t it?”

“Which of these do you prefer?”

“When would you like delivery?”

“How do you prefer paying, weekly or monthly?”

“Where do you plan on using it, here or over there?”

Ask the right question, especially in the close, and you’ll get the answer you want – and the order will follow quickly.

 TESTED QUESTIONS REVIVE

WAVERING SALES

Whenever you feel the sale wavering, ASK A TESTED QUESTION – one that will start you off on a new tack. A question gives you a breathing spell while the prospect is answering it. The question mark is also a good method of bringing objections into the open. The technique is very simple to acquire. Whenever the prospect is wavering and tells you some reason for not buying, ASK HIM WHY. “Why” is the hardest one word for a prospect to answer! He will struggle to answer your “why.” He will find it difficult to put his objection into suitable words. His vague, distant, hidden objection is often so imaginary it CAN’T be framed in words. For instance, observe this example:

            NELLIE: “I’ll think it over.”

            SALESMAN: “Why?”

            NELLIE: “Well – I – it just seems best.”

By using this rule of “Why” you gradually bring out all the objections of the prospect. Soon all the questions seem answered – but still the prospect won’t buy. ONE KEY OBJECTION still worries the prospect. What is it? Cost? Weight? Construction? Practicality? Can’t realize the need? Feels   another has better features?

KEEP USING THE WORD “WHY”!

Ask him, “Why do you hesitate? – Why do you believe it is too costly? – Why do you want to wait until fall?” Keep him answering the “whys” until you find the REAL objection. Then when YOU ARE SURE you have discovered the real objection, handle it with this “tested technique”:

            SALESMAN: “Is that your ONLY REASON for not buying?”

            NELLIE: “Yes, that’s my only reason for not buying.”

Nellie has committed herself! She is behind ONE objection! Now ANSWER this key objection, and the sale will soon be yours!

When you do answer the objection, be sure to say: “You told me that was your ONLY REASON for not buying – so now I imagine you are ready to have me make delivery!”

SUMMARY OF WHEELERPOINT 4

Learn the legal knack of asking LEADING QUESTIONS, especially in the close, that get you the answers YOU WANT.

Never take a chance and ask a question unless you know the reply it will get you.

Be a good lawyer – use leading questions and practice the rule of “Why.”

Bring these “bogeymen” objections into the daylight with leading questions – and watch the bogeymen melt away like shadows!

Whenever you feel the sale wavering, practice Wheelerpoint 4, and ask a question – but don’t ask IF – ask WHICH! Ask WHEN and WHERE and HOW!

Then if you apply the fifth and final Wheelerpoint and watch HOW you say it as well as WHAT you say, as suggested on the next page, you will be the master of most sales presentations that you make.

You can catch more fish with hooks than with crow bars.

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