Business Marketing Advertising

In speaking of a new selling method which he has successfully adapted, D. F. Wallace, a topnotcher in creating new business, A. H. Barber Creamery Sup?ply Company, Chicago, says :

“People do not mean what they say these days. As I call upon the trade, they meet me nicely, say they are glad to see me and before I have time to explain why I came, they say there isn’t a thing they will need for some time.” This salesman’s plan is illustrated in the manner in which he handled two buyers of this kind in Terre Haute.

“In meeting this situation, I said: ‘Fine! I am glad you are well supplied. By the way, last night we were served some good butter at the Hotel.’ The Terre Haute buyer remarked they furnished the butter. This led the conversation to my looking at the machine which handled the work. I found it needed some repairs and he asked that I make up a list of parts needed. The matter ended in the sale of a new ninety-dollar machine, with a good chance of selling him a big pasteurizer next trip.”

The second buyer met the salesman about the same way but added he didn’t have time to talk. The sales?man made the buyer feel he was glad the good business kept things humming so fast. He explained that he would just look over the splendid plant and, as he had been told to come down there especially to see the buyer about a certain outfit, he would wait. While the salesman was taking measurements the buyer fell into conversation with the result that a $487.50 order was booked.

There is nothing particularly original about this plan. It is not dissimilar to the Beaver Board salesman’s plan of taking a record of the dealer’s stock, instead of passing the matter up when the buyer says, “Stocked up.” Or the plan of a Monroe Calculating Machine salesman who discusses bookkeeping meth?ods in the face of the common objection, “We have no need for it.” The idea is old.
But it isn’t always the brand-new idea that is the most effective. The revamped, forgotten one may be best.