Business Marketing Advertising

An investigation during the past month discloses that the most disheartening buyer being encountered these days is the man who fully agrees that he should have the product offered. He claims he has a need for it, wants it, and even yearns for it, but he further insists that he cannot take it on now either for cash or on time. How can he be handled?
Recently a Royal Typewriter salesman called upon a certain large Detroit company and let it be known that he had come to trade in their present machines and replace them with forty new Royals. The purchasing agent almost laughed at him and reported that they just received instructions from the board of directors to buy nothing except what they had to have. They were retrenching.
The salesman congratulated them. He said his company was doing the same. He asked if they had any orders to stop saving. Anticipating an answer in the negative, the salesman pulled out of his pocket previously prepared figures showing interest on investment which could be earned on the difference between the tradein value now and later. The interest looked too good for the buyer to pass up and an order was placed.
Of course, there is nothing startling about this plan, except that he had prepared himself in advance for the objection he felt sure would arise. Every sales man approached on this subject of the “buyer who cannot afford to spend the money” points out that his success in handling this type began when he discovered that such a plea is superficial. The man who says he is not buying at present is simply putting forth an objection which he has found baffles most salesmen.