Power Of Creative Selling

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Chapter 9 - The Scientific Time And Way To Call On A
Prospect

Time is a very important requisite in selling, and it is wise to conserve it. In order to do this scientifically, it is necessary to make a study of the habits of your prospects. Most prospects have fixed habits. Every day they go through about the same performances. They have certain hours in which to do certain things. Through observation and study of their habits over a period of almost half a century, I have discovered the most scientific time on which to call upon them.

These findings will save you many hours of time, many sore disappointments, and perhaps many sour dispositions. They will enhance your success greatly, for you will have more hours to devote to actual selling and will increase your sales volume many fold.

In calling on a prospect, it will be advantageous to make lists of (1) those who are self-employed, business executives, and purchasing agents, (2) those who engage in professions, and (3) those who are employed by someone else. Then arrange the prospects on cards, according to the category to which they belong.

It also pays to take stock of the prospect's temperament. It is usually revealed in his proneness to certain feelings, moods, or desires, and these depend largely upon certain events taking place in his activities. These inclinations usually control his disposition for the moment. A study of his activities in conjunction with his inclinations will enable you to approach him at the psychological moment. The psychological moment to approach a prospect is far more important than the psychological moment to close the sale. The scientific time to approach the prospect coincides with the psychological moment. The prospect will be in the right frame of mind and attitude to listen to your story. I have devoted much time to the study of these particular inclinations with a view to arriving at this time. I have discovered it, and I am now passing it along to you.

When to Contact Executives and Self-Employed Prospects

In calling on executives, heads of business houses, and purchasing agents, I find the best time is after 10 o'clock in the morning. These prospects have a lot of routine work to do before this time. They have letters to dictate, orders to execute, authority to delegate, and plans to make for the day's work. This routine is over about 10 o'clock. At this time they are more relaxed. Their attitude has changed, and they are in a better frame of mind to listen to your story. They are more receptive, and your approach at this time will merit consideration. Another good time to call on them is between 2 and 5 in the afternoon.

When to Contact Professional Prospects

Physicians and surgeons have hospital rounds and outside calls to make, classes to teach, and meetings to attend. Despite all these activities, there are splendid times to call on them. These are between 9 and 12 in the morning and 1 and 4 in the afternoon. A good time to call on those in the suburbs is between 7 and 9 in the evening.

These hours also hold true for osteopathic physicians, physiotherapists, chiropodists, and chiropractors.

Most dentists get to their offices rather early. As the usual thing they have no appointments until about 9:30. The best time to call on them is between 8:30 and 9:30 in the morning. By calling on a dentist before he begins his appointments, you will find him disposed to listen to your sales approach and, in all probability, the results of the call will be favorable.

The scientific time to call on lawyers is any time between 11 a.m. and 2 p.m., or later in the afternoon between 4 and 5. Other hours they are busy attending court or engaging in office work.

Stock brokers, bankers, investment bankers, bond salesmen and other people engaged in the securities business can be called on to advantage before the Stock Exchange opens, which is 10 o'clock in the morning, or after the Exchange
closes, which is 3 o'clock in the afternoon.

Contractors, builders, and all people employed in the construction business can be called on before 9 o'clock in the morning, at noon time, or around 5 o'clock in the afternoon. A great deal of the time these prospects are not in their offices; however, if you want to approach them, the hours mentioned are the best.

It is not wise to call professors or school teachers during school hours. These people go home after the school day. The most practical time to call on them is during that "letdown" period between 6 and 7 in the evening.

Certified public accountants may be contacted almost any time during the day. It is not good practice to call on them any time between January 15 and March 15. This is their busy season. They are making up income tax returns and finishing the accounting work for the previous year. As one told me, they are compelled to work day and night in March in order to eat in August.

Druggists and grocers usually have a slack period from 1 to 3 in the afternoon. This affords you an opportunity to give them your story.

Insurance brokers and agents are in their offices from 9 to 10 o'clock, also at noontime, and again at 4:30 in the afternoon. During these hours they are approachable.

When to Call on Other Employees

Prospects in the publishing business should be called after 3 in the afternoon. These prospects have a lot of detail work, but about 3 or 3:30 in the afternoon they are ready to light their pipes and relax for a while. That is the time they are vulnerable.

Merchants, store heads, and heads of departments can be approached any time from 10 a.m. to noon, or from 2 to 5 p.m.

Chemists and engineers are more available between 4 and 5 o'clock in the afternoon

The best time to call on the clergy is any time after Tuesday. Sunday is their busy day and it usually takes them a few days to recuperate.

Salaried people who earn less than $5,000 per year, and all wage earners, should be called on at home. This includes bookkeepers, stenographers, technicians, clerks, secretaries and people who work for the government. The most logical time to call on them is after dinner in the evening, usually between 8 and 9 o'clock. A prospect in this group feels free to talk to you at home, whereas at their place of business they might feel embarrassed.

Housewives are usually free between 9:30 and 11:30 in the morning and from 1:30 to 4:30 in the afternoon. If you call on a housewife before her morning chores are finished you are likely to get the door slammed in your face, so take heed and act accordingly.

The logical time to call on those prospects not mentioned in the foregoing categories may be ascertained from your study of their habits and inclinations.

How to Make a Good First Impression on the Prospect

Most prospects are very sensitive, and it is to your advantage to take this into consideration and to make preparations for it in advance. When you approach a prospect, he uses the sense impressions of the eyes and ears to size you up. Therefore, you are going to make a favorable impression or an unfavorable one. By paying strict attention to certain predispositions that effect the sensitive nature of the prospect, and by recognizing and respecting those predispositions, you can assure yourself of a cordial reception. On the other hand, by ignoring them you may subject yourself to undue criticism and uncalled-for derision, and in all probability lose a sale that could have been yours had you taken the time to heed what you are reading at this very moment. Therefore, there is not only a scientific time on which to call on the prospect, but there is also a scientific
way in which this should be done.

In preparing your list on prospects on whom to call, enter each name according to its particular category on a 3 x 5 inch card. By all means copy this name exactly as it appears in the directory. Prospects are very sensitive about their names. Their names are listed in the directory as they like them spoken or written. A person's name is a symbol, a trademark, a badge that distinguishes and identifies that person from one hundred sixty million other persons in the United States. A prospect likes his name; it individualizes and sets him apart. He likes to hear it spoken. He likes to see it in print. In all probability, the first thing you do when a new directory arrives is to turn to the page listing your name. You want to see it in print, and also to see if it is listed in accordance with your definite instructions. There it is. It pleases you. What a smile! You grin from ear to ear. The prospect is like you. He likes his name, and in calling on him you must have respect and a high regard for it.

"What's in a Name?"Plenty!

A name is a perfect symbol. One letter in the wrong place makes it imperfect. Therefore, when you call on the prospect, do not call him "Han" when his name is "Hand." If you do, you are telling him that you were not interested enough in him to note his name correctly. Naturally, he feels that if you are careless about a little thing like getting his name correctly, you might be careless about other things. Certainly he is not going to give you the consideration that is due you. The moral is, by all means get his name correctly it may mean a sale.

Shakespeare said: "What's in a name? That which we call a rose by any other name would smell as sweet." This is true, Mr. Shakespeare, but if a prospect is called by any other name, his reaction will not be "as sweet." The prospect's name is the only one he has had in his life. He has become accustomed to its proper pronunciation, and a mispronunciation on your part will peeve him. If you are not certain of the pronunciation of a prospect's name, ask someone. Fortunately, most name pronunciations are obvious at a glance, and you will rarely encounter any difficulty with them.

However, when you call on a prospect, do not ask for Mr. Smithask for Mr. Robert H. Smith. This little distinction and courtesy shows interest in Mr. Smith. It pleases him. You have distinguished him from all the other Smiths listed in the directory.

It might be wise to treat every prospect you call upon with the same consideration given to Mr. Smith. If his name is Patrick Aloysius McGillicudy, call him that, because that is the way he wants it.

How to Avoid Offending Prospects

When I call on a prospect, I always endeavor to do the things that will please him and to leave undone the things that may irritate, aggravate, or offend him. When I enter his office, I remove my hat. If I am wearing an overcoat or a pair of overshoes, I remove them also. I never enter his office carrying a lighted cigar, smoking a cigarette, or carrying a pipe. I would not think of entering his presence with the odor of a tell-tale beverage on my breath. Breath carrying traces of beer or cigarettes may offend some prospects. I think it would pay all salesmen to ask their best friend every now and then, and check up on bad breath. If it is discovered, drink two glasses of water every two hours during the day for one week, and at the end of that time the bad breath will be gone.

Every now and then the prospect wants to conduct the interview while standing in the corridor, in the door, in the hall, or in the outer office. When this happens, I say to him: "Pardon me, Mr. Prospect, this is certainly an imposition on you, and I feel terribly sorry that you have to stand here and listen to me. Maybe I can make arrangements to come back at some later date." At this point he invariably invites me in his office. However, one day when I said this to a prospect, he continued to ask me questions about my proposition. Finally I said: "Mr. Prospect, I have a bone in my leg, and it hurts me to stand on it." This was too much for the gentleman. He grinned and said: "You win—come in."

If the prospect attempts to talk to me in the presence of some one else, I always say: "Mr. Prospect, I see you are busy this morning. May I call back to see you this afternoon?" He usually understands and excuses the third party, and I proceed with my story.

In the presence of the prospect I never assume that I own his place of business. I try to make my entrance in a humble, dignified way. When he invites me to have a seat, I always say: "Thank you, Mr. Prospect," with a genuine feeling of appreciation.

The Importance of Courtesy

By way of digression, here is a slant on thoughtlessness which shows a failure in the practice of courtesy. I made a personal test to determine what percentage of people would say "Thank you." During this test, covering one month, I made it a point to hold the door open for 20 different people, each from a different walk of life. Here is the result: 15 said nothing, three grunted, and two said "Thank you." These wonderful words don't cost you a cent and their use can earn dollars for you.

Here are a few things you want to remember about the prospect. He is the most important person in your business. He is not dependent upon you; you are dependent upon him. He is doing you a favor by permitting you to serve him. He is not a cold name on your list, but a human being with feelings that are much like your own. You know the things that will please you, so practice them on the prospect.

When you find a chip on the prospect's shoulder, always remember that the best way to remove a chip is by a gentle pat on the back. You can always find something in the prospect or his surroundings to praise and to flatter. You should do this politely without becoming familiar. Shakespeare said: "Be thou familiar but by no means vulgar."

You can make more sales in two months by becoming interested in the prospect than you can in two years trying to get the prospect interested in you.

Little acts of courtesy and politeness make a deep impression on the prospect. It is only through these that you can demonstrate your genuine interest in him. They tell him that you want to work with him, and that you want to please him. They convey a feeling of understanding and appreciation that indicates that you have a desire to serve.

Pleasing the Prospect Pays Of

The scientific findings that I have discussed will help you to establish confidence, win admiration, mold friendship, and influence the prospect to listen to your story. Many interviews have been cut short and many sales have been lost because the salesman failed to apply these acts of courtesy and politeness. John Wanamaker said: "Civility counts much, but courtesy counts more." It will pay you to pay strict attention to the thing that pleases the prospect, because it is the prospect who pays you.

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                           Power Of Creative Selling

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