Power Of Creative Selling : Chapter 5, Why The Prospect Buys

Power Of Creative Selling

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Chapter 5 - Why The Prospect Buys

Several weeks prior to July 4th, 1776, a tall, powerfully built man in his early thirties took up his residence in Philadelphia. He obtained a room on the second floor of a lodging house at Seventh and Market Streets. All day and late into the night he worked and planned. Almost every day, two very distinguished visitors came to call upon him. They were acting as consultants. These three men fully realized that they had a tremendous job on their hands. On July 4, 1776, they had to sell the idea of independence to the delegates of the thirteen colonies who were convened at a Continental Congress in Independence Hall. This young man was wise, prudent, and sagacious. He had a great vision, and he was incorporating that vision into a Sales Plan that would give the delegates to the Convention a new thought, a new idea, a new slant, a new conception, a new reason, and a new meaning of government.

On July 4th, 1776, this Sales Plan was presented to the delegates assembled at the Continental Congress. Its power, its force, and its impact were heard around the world; even today, its reverberations are still felt. That Sales Plan, as you know, was the Declaration of Independence, one of the greatest documents of all times. The author who created that great Sales Plan was Thomas Jefferson, and his two consultants were Benjamin Franklin and John Adams. In my opinion, the one great idea that sold independence to the delegates at the Convention is found in the second paragraph of that great Sales Plan: "We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the pursuit of Happiness. That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed." In those two sentences, Thomas Jefferson scientifically, skillfully, and feelingly persuaded and convinced the delegates to act. They understood his
vision and comprehended his meaning in the light of their own intelligence. They felt and believed what he said, and they were convinced.

Thomas Jefferson gave us a great lesson on how to apply the power of creative selling. He reasoned out in advance what the delegates desired, he interpreted their wants, and he made his appeal conform to this line of reasoning. He knew and felt that they wanted to enjoy the inalienable rights of life, liberty, and the pursuit of happiness endowed to them by God. They also wanted to have the right to set up a government of their own that would guarantee these rights. In heeding and adopting his plan, the delegates felt that they would be able to enjoy a new freedom that would enable them to think, act, and worship according to the dictates of their own conscience, and to enjoy the fruits of their own efforts with peace of mind. Thomas Jefferson had sold and persuaded them to adopt the idea of independence!

Anticipate Your Prospect's Questions

The man who sells must study the thing he wants to sell. A complete and comprehensive survey must be made of industry. A careful analysis of the product and what it means to the prospect must be conducted. Ask yourself: Where does this thing fit in? How can the prospect make use of it?

What need will it satisfy? What chief reason will convince the prospect to own it? You must anticipate these questions in creating a Sales Plan that will convince the prospect that this particular thing will satisfy a particular want or desire.

After all, what makes people do anything? They have persuaded themselves, or they have been persuaded by someone else. In selling, you want to know the particular reason that persuades the prospect to buy. The prospect buys for many
reasons, but the major reason is that he is sold. A sale is made because the salesman is able to put his finger on a particular reason that a particular thing will satisfy a particular need for a particular prospect at a particular time.

In this chapter we will discuss five scientific reasons why the prospect buys. However, you must understand that the prospect is like yourself. You exercise your reason for buying so does he. This must be so, or the prospect would find himself buying the same thing most of the time. He does not buy a tube of tooth paste for the same reason that he buys a ton of coal, and neither does he buy a house for the same reason that buys a life insurance policy. He has a reason for
what he buys, and this reason varies according to the product and according to the satisfaction he derives from owning it. When you realize this, you sense the reason that the prospect exercises in buying any particular thing. You know the particular appeal to make in order to get him to act. You conserve his time and increase your sales efficiency. You do not grope around in the dark. It is not necessary to spend half an hour with the prospect before he discovers what you are trying to do for him.

The Five Scientific Reasons Why a Prospect Buys

As I have said before, the only reason the prospect buys anything is because he would rather have the thing that he buys than the money he pays for it. He must have a reason, and his reason varies according to the product, Your business as salesman is to uncover the reason why the prospect buys a particular product. When you make this discovery, you can create a Sales Plan around the product based on the reason. A little reasoning and planning in advance makes the advance toward a sale easier and quicker.

In developing the five scientific reasons why the prospect buys, I will first enumerate these reasons and pick out a particular thing that illustrates each one. I will then create a Sales Plan built around it, to demonstrate the efficacy of knowing your sales approach.

Here are the five scientific reasons

The prospect buys it because he needs it

The prospect buys it because he can use it

The prospect buys it because it adds to his wealth by owning it

The prospect buys it because it will satisfy his pride

The prospect buys it because it will satisfy his caution

At this point let us discuss each reason and illustrate it with a
Sales Plan.

1. The Prospect Buys It Because He Needs It

In this category there are many things the prospect buys; food, clothing, and shelter are examples. However, even though the prospect needs these things, he has a choice among many different products. Let us take a house as an illustration.

In creating a Sales Plan to convince the prospect to buy a particular house, here are a few suggestions:

Description of the house. Make your prospect visualize the large, spacious, comfortable rooms, with lots of fresh air and plenty of sunshine. Direct his attention to the beautiful tile bathroom with the spacious tub. Let him know that the dining room overlooks the terrace and that the kitchen and the pantry make cooking a joy. Picture for him the beautiful grounds, dotted here and there with shade trees and trim hedges.

Neighborhood. Point out that the house is located among friendly neighbors and good schools.

Transportation. Explain to him that the house is near unexcelled transportation facilities, making it easy to reach. It has the best possible police and fire protection.

Construction. Point out that the workmanship is unexcelled, the finest quality material has been used, and every minor detail of the house has been inspected.

Carrying charges. Explain that the low assessment value eliminates heavy taxes, and the low interest rates make it possible for the prospect to enjoy the comforts of the house without feeling it financially. Make the house and its conveniences tell the prospect of the comfort and happiness he will enjoy by owning it. Make the prospect feel that he can no longer do without the house. This will make him feel an urge to own it while it is available.

2. The Prospect Buys It Because He Can Use It

In buying things he can use he is adding to his enjoyment, health, and happiness, as well as to the enjoyment, health, and happiness of his family.

Television sets, automobiles, radios, pianos, books, coal, washing machines, vacuum cleaners, electrical refrigerators, and many other things are bought for this reason.

Out of this group let us take a television set. To sell a television set, or to qualify the prospect to buy it, it is necessary to build your sales approach around his finer sensibilities. His aesthetic taste must be aroused. You must make him feel that he is adding culture to his home, refinement and charm to his family. You must bring forcefully to his attention the wonderful enjoyment that television provides, and at very little cost. You must make him feel that the music, the comedy, the information, the baseball and football games, the wrestling matches, the panel and quiz shows, the news reports, and all the other programs will give him and his family many more hours of relaxation, happiness, and true enjoyment. These will help him to forget the cares of the day. He must be inspired to realize that television will create and rekindle the home spirit in the young people and entice them to stay at home, which is so essential to character building. Point out, also, that the beautiful mahogany finish and graceful lines of the television set will add beauty and dignity to his home.

You must inform him in a very casual way that the new improvements and scientific developments in the manufacture of television sets make it possible for the manufacturer of this particular set to sell it at a price at which no home can afford to be without one.

A Sales Plan woven around these ideas will help you sell more television sets and increase your income. You will be agreeably surprised.

Under this category, the automobile is also an illustration. In creating a Sales Plan to sell or qualify the prospect to buy an automobile, a salesman must take into consideration the reason why the prospect buys an automobile: because he can make use of it. Therefore, he buys it for the gain of utility. He can use it in his business, or he can use it to add enjoyment, comfort, and happiness to himself and to his family. With this information, the salesman can make an economy appeal or health appeal in preparing his Sales Plan.

With the economy appeal, the salesman can develop his
Sales Plan along these lines:

"Mr. Prospect, this car is very economical to run. It is built like a swan, and the new streamlined body cuts air resistance and makes it possible for you to get five to seven more miles per gallon."

"Mr. Prospect, our car is much lighter this year. This prolongs the life of these new cord tires and makes them last twice as long. It means money in your pocket and safety on your journey."

"Mr. Prospect, the springs on this car are made like a velvet cushion to absorb the shock and avoid wear and tear on the car. This prolongs the life of the car. The depreciation on this car is very small, which saves you money and makes the trade-in value of this car far above that of the average car."

For the comfort and health appeal, the salesman can appeal to the prospect along these lines:

"Mr. Prospect, this car is large and roomy, with lots of space for baggage. These seats, which move into position with the touch of a button, give you a change and add to your comfort while driving. With this car, you and your family can look forward to many perfectly enjoyable weekends and delightful picnics."

"Mr. Prospect, when you and your family get in this car, you can be certain that you will reach your destination in perfect comfort, thus adding many more hours of real pleasure and enjoyment to that weekend outing to the mountains or to the seashore."

"Mr. Prospect, the brakes on this car are the last word in precision and safety. In fact, you can stop almost instantly. This means added protection to you and your family on the highway, especially when you must contend with 'hot rods'
and the carelessness of other drivers."

"Mr. Prospect, this car will take you and your family out into the country, where you will enjoy plenty of fresh air and sunshine. This will do you good and give you a new lease on life. The beautiful scenery, the beautiful flowers
and trees, with each leaf turned to the sky, along the road side, will take your thoughts off the cares that infest the day. It will help you to cast worry to the wind. It will help you to relax and to keep in good health."

3. The Prospect Buys It Because It Adds To His Wealth
By Owning It

In this category, the prospect's reason for buying is predicated on his desire to add to his wealth. The gain of money, stocks, bonds, and mortgages are examples of this reason.

In building a Sales Plan to sell stocks, bonds, and mortgages, you want to center the prospect's mind on the five important advantages concerning the investment. Organize and arrange these advantages in the following manner:

Safety of principal. Furnish the prospect with the name of the corporation back of the investment. Relate its assets, liabilities, and surplus. Reveal its history, showing financial standing, operations, average earnings, and progress for the last 10 years. This tells him that the corporation is a seasoneconcern and the investment a good one.

Guaranteed income. The income is reasonable. It has been maintained for 10 years, and the corporation has never passed its dividends and never failed to honor its coupons. With this past record, it is only reasonable to assume that its future income will be assured.

The investment may enjoy certain tax exemptions. If it does, tell the prospect.

The investment may increase in value, provided certain changes take place in the economy.

Marketability. The securities are listed on the exchange and can be converted into cash at a moment's notice.

A Sales Plan built around these five advantages will put additional securities in the prospect's strongbox and commission checks in your bank account.

4. The Prospect Buys It Because It Will Satisfy His Pride

In this category, the prospect buys things to satisfy his personal wants; a new suit of clothes is a typical example. In selling a suit of clothes, use the following Sales Plan:

Make an appeal to the dignity of the prospect. Flatter the prospect, tickle his fancy, stir up his vanity, but do it with tact and diplomacy. Some prospects say you can not flatter them, but you can always "flatter" them by saying, "Mr. Prospect, no one can flatter you, not even me."

Put the prospect in the center of the picture, build the suit around him and tell him that the graceful lines of the suit will make him look like a "million dollars."

Delivery of suit can be made any time the prospect wants it.

This Sales Plan makes the prospect feel that this suit is made exclusively for him. It is personal, and he likes it. These little things impress him with your interest in his welfare. They impel and stimulate him to buy. A Sales Plan to
suit the prospect to a suit will put a suit in his wardrobe, and a check in your pocket.

5. The Prospect Buys It Because It Will Satisfy His Caution

In this category the prospect wants to assure himself, as far as possible, of the security of his family. He wants to make certain that his own wants in time of need will be provided for. Old age is looming up; when it comes he wants to be financially independent. The things he buys, predicated on this principle, contribute to his peace of mind and add substantially to the welfare, happiness, and comfort of himself and his family.

The satisfaction of caution is the chief reason why the prospect buys life insurance.

In creative selling you do not talk so much about the thing you are selling as you do about the thing it will do for the prospect. The thing you are selling is merely the means you employ to bring about the real things of interest to him. You constantly want to remind him that the thing you are selling will add to his health, his wealth, his happiness, and his peace of mind.

Take the Sales Plan on life insurance. Read it over and analyze it, and you will find I do not use the word "I" a single time in that Sales Plan. But, I use the word "you" and "yours" many times. I visualize to the prospect what life insurance will do for him. I center his attention on an estate for himself and his family. I call his attention to the fact that this estate has many advantages.

I bring home to him the fact that this plan would set up a savings account and that this savings account is always standing at his elbow, ready at a moment's notice to furnish cash in case of unemployment, for sickness, or for any other emergencies that might arise. I point out to him that this plan will take care of the premiums if he should become totally incapacitated by any kind of sickness or accident, and that his estate and savings would remain intact. I further tell him that, if he lives to an old age, all of his worries will be absorbed by the assurance that he will have an income for life.

Nothing is said about term insurance, ordinary life insurance, limited payment life insurance, endowment insurance, or any other particular form of insurance. No mention is made of the laws of probability or of mortality tables. No mention is made of cash reserves or any of the other technicalities connected with life insurance.

I do not try to tell the prospect all I know about life insurance. That would take up too much of his time. Besides, he is not interested in what I know about life insurance. He is interested to know what life insurance will do for him. He
wants to hear what I told him. He wants to hear about something that will give him one of those big things known as an"estate." Creating an estate is his motivating and impelling idea, and life insurance is the only means of creating one
easily and quickly.

An estate! What a word! It may mean a plantation in Louisiana ... an oil field in Texas ... a ranch in California ... an orange grove in Florida ... a million dollar home overlooking the Hudson River—or it may mean a life insurance policy. The word is dynamic. It is potent. It sounds like wealth and affluence. Every man wants one. The very word gives the prospect a sense of importance, raises his dignity, and buoys his self-respect.

A savings account at his elbow adds to his comfort and peace of mind. The payment of future premiums in case of disability enhances the value of the plan. He feels that he can carry insurance as long as he is on his feet, but ouch! "What if I got knocked off my feet?" he asks. The disability clause takes the "sting" out of that.

The plan affords the prospect an opportunity to invest money where it will compound and grow and be there when he gets there. It sets up an income for him when he retires, at any age between fifty and sixty-five. This idea brings to his mind a definite, fixed, guaranteed income for life. This guarantees food, shelter, clothing, and comfort for his declining years. He will not have to worry about whether or not his money will last as long as he lasts. This income for life will relieve him of the strain, worry and anxiety connected with other forms of investments. No ticker tape worries—no depreciation—no ups and downs. No loss of income or principal—and no regrets. This means genuine comfort and real happiness. It means his sunset days will be happy days. It means peace of mind.

How to Use These Motives to Make Sales

Thus I have revealed to you the psychological attributes of the prospect and have offered five scientific reasons why he buys. These reasons apply to all prospects. With a change of words, you can create a Sales Plan to sell any number of products. With this knowledge you can gain his attention and impel him to listen to your sales story. You can create and build a Sales Plan around your product that will arrest
his attention, arouse his imagination, wake up his slumbering want, stir up his latent desire, incite his feeling, and move him to action. Your ability to sell the prospect lies in you. Use it, and sales will follow as night follows day.

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Power Of Creative Selling

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