Chapter
2
“DON’T
WRITE –
TELEGRAPH”
DON’T
WRITE – TELEGRAPH means, get the prospects IMMEDIATE and
FAVORABLE attention in the fewest possible words. If you
don’t make your first message “click,” the prospect will
leave you mentally, if not physically.
A
good sales presentation should use as few words as possible.
Any word that does not help to make the sale endangers
the sale. Therefore, make every word count by using
“telegraphic” statements, as there is no time for
“letters.”
Learn the MAGIC of making your “selling
sentences” sell!
A good
sales presentation should use as few words as possible.
Any word that does not help to make the
sale endangers the sale. Therefore, make every word
count by using “telegraphic” statements, as there is no
time for “letters.”
Learn the
MAGIC of making your “selling sentences”
sell!
HOW TO APPROACH
PROSPECTS
People form “snap judgments.” They make up
their opinions about you in the first ten seconds, and this
affects their entire attitude toward what you have to sell
them. Give them a brief “telegram” in these first ten seconds
so that their opinion will be in your favor. Make the wires
“sing” – so you will be given the chance to “follow
up.”
I find,
after analyzing 105,000 sales words and techniques and
actually noting the results of tests of them on
19,000,000 people, that this is the “magic” used by most
star salesmen who make single sentences
sell!
For our
example of this Wheelerpoint, let me again go back to the
vacuum cleaner, and remembering the ten “sizzles” in this
cleaner, let us see how we can formulate them into
ten-second “telegrams.”
“TELEGRAMS” THAT CLICK OPEN
PROSPECT’S “MENTAL
POCKETBOOKS”
“No other
cleaner can use Positive Agitation
until 1950.”
“The Grit
Removers take out dirt you never knew you
had.”
“You may forget to clean the bag, but the
Time-to-Empty Signal won’t forget to remind
you.”
A good sales
presentation consists of as few words as
possible.
If
you hem and haw the “sizzle,” you will make few sales, for
your prospects will walk away from you or complain that you
are high-pressuring them!
YOUR FIRST
TEN WORDS ARE MORE IMPORTANT THAN YOUR NEXT TEN
THOUSAND!
Therefore,
make your FIRST WORDS make FIRST impressions by not
STAMMERING and STUTTERING when you face your prospects. They
make “snap judgments” of you and the merchandise by “sizing
you up” with your first ten words.
First you
use judgment in picking the right “sizzle” and then you fit
it to the prospect at hand. You dress up the “sizzle” in a
ten-second message and practice Wheelerpoint 2, “Don’t write
– TELEGRAPH.”
The
technique that goes with what you say will then come to you
naturally and easily, as we shall find in the next
Wheelerpoint.
It’s
all in what you say the first ten
seconds.
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