Business Marketing Advertising

The purchasing agent for one of our big factories dropped a remark the other day that I think is worth passing on to you ? it is something that hits many of us.

He was speaking of the tendency of sales people in competitive lines to sing the praises of what they were selling to the same tune. He said that during the last week three belting salesmen told him that their belting was “the best on the market.”

In contrast with this, another belting salesman told him that “quality runs through our belting like a vein of gold” ? and the expression had cut far deeper than the salesman realized ? at any rate, the buyer was sufficiently impressed with the quality of that salesman’s belting to find out what that quality was.
Even the best of us are apt to forget the importance of putting a “kick” in what we say. It is not enough to merely make a lot of statements. To register, these statements must be stripped of useless verbiage ? and made short and pointed so that they penetrate and stick.

In the last analysis it isn’t the number of points you can cite about what you sell that counts, but your ability to forcibly drive home to the buyer the one big reason why he should buy from you instead of from someone else. Avoid stock expressions which are on every sales person’s lips. Use words that have a keen cutting edge and cleave their way into the brain.