LOUIS NICHOLE MUSIC

You keep that control in a very simple way: by alternating selling statements and questions with involvement demonstration so that your prospect is almost continuously busy with your machine and with becoming its owner.
Of course, you watch very closely for signs of boredom if the tasks done on your machine are repetitious and the person making the purchase decision is a few rungs above those who’ll operate it. Be on the alert for ways to keep your customers thinking and mentally active during your demonstration as well as physically involved. Use your ingenuity to devise involvement strategies to suit the varied personalities and positions of your clients. For example: you’re demonstrating a revolutionary new sandblasting system to the owner-operator of a small rust-removing shop. Your involvement technique has him using the equipment himself on some of the jobs that are in his shop to be processed. But if you’re demonstrating that same sandblasting system to an executive with a larger firm, your plan takes the difference into account. Hand the executive a stopwatch. Have him time his plant’s regular sandblasting workers, and let him measure for himself how much faster your system is than his present method. This example is an extreme one. With your product, the graduations are probably more subtle—but they’re still vital. The best involvement strategem in any given situation harmonizes the buyer’s attitude and circumstancewith the product’s qualities.
The first step in preparing the organized involvement interview is to go over your present demonstration sequence and list everything that you can reasonably have the client do while it’s going on. Remember that the more your prospective owner handles your product and the more things he does with it—that is, the more impact it has on his present consciousness—the more likely it is that your product will become part of his immediate future.
Next, list the questions you’re usually asked in a sales interview.
Third, list all of your product’s strong sales features.
Fourth, sit down with these three lists and outline a demonstration sequence that will cover all these points in a smooth flow from start to finish.
Fifth, go through that outline with this book in hand, and work in as many of the selling techniques given on these pages as possible. As you do this, always keep in mind that your attitude must always be courteously flexible when you demonstrate. Prepare yourself to speed up for the impatient, to slow down for the detail-minded—and to cope with the flitter- brained—without losing control of your selling sequence.
Sixth, practice your new selling sequence until you have a mental lock on it that can’t be broken.
Seventh, go out and make a lot of money with it.