Business Marketing Advertising

One of the best men in the Holcomb & Hoke sales organization maintains his reputation as a star salesman through the use of a plan for handling the leading objection which develops anew about every other month. For example, he cites a recent sale where the plan was applied.
The buyer advanced the stereotyped objection, “Business is bad and money is tight.” As Studebaker puts it, “If a man is thinking about a cat it is easier to talk with him about cats than to make him talk about dogs, so I talk cats.” Therefore his reply was:
“Of course, I know your business is bad,” said the salesman. “When business is bad you need cash.
One of the greatest authorities reminds us that the thing to do is to cut down on nonprofit-producing items and get business on those items in which there is the best profit, as well as save money wherever you can.” He then told of the profit-making possibilities of his machine and got the order.
There’s nothing new about this plan. But you and I know that when we hear the tear-producing alibi of nearly every buyer who cannot get enough money, we are often ready to throw up our hands and go on. Instead of being downhearted another salesman says:
“Wouldn’t you like to make it better?” Thus he turns the objection into a selling point. He applies this plan to nearly all objections. For instance, when the buyer claims there is “No demand,” he asks why the buyer doesn’t feature and sell postage stamps. As the buyer hastens to explain that there is no profit in them, the salesman points out that it is profits in which the merchant is interested, thus getting back to profit talk.