Chapter 2
D ON’T WRITE – TELEGRAPH
means, get the prospects IMMEDIATE and FAVORABLE attention in the fewest
possible words. If you don’t make your first message “click,” the prospect will
leave you mentally, if not physically.
A
good sales presentation should use as few words as possible. Any word that does
not help to make the sale endangers the sale. Therefore, make every word
count by using “telegraphic” statements, as there is no time for
“letters.”
Learn the MAGIC of making
your “selling sentences” sell!
People form “snap judgments.” They make up their opinions about you in the first ten seconds, and this affects their entire attitude toward what you have to sell them. Give them a brief “telegram” in these first ten seconds so that their opinion will be in your favor. Make the wires “sing” – so you will be given the chance to “follow up.”
I
find, after analyzing 105,000 sales words and techniques and actually noting the
results of tests of them on 19,000,000 people, that this is the “magic” used by
most star salesmen who make single sentences sell!
For
our example of this Wheelerpoint, let me again go back to the vacuum cleaner,
and remembering the ten “sizzles” in this cleaner, let us see how we can
formulate them into ten-second “telegrams.”
“TELEGRAMS” THAT CLICK OPEN PROSPECT’S “MENTAL POCKETBOOKS”
“No other cleaner can use Positive Agitation until 1950.”
“The Grit Removers take out
dirt you never knew you had.”
“You may forget to clean the bag, but the Time-to-Empty Signal won’t forget to remind you.”
A good sales presentation
consists of as few words as possible.
If you hem and haw
the “sizzle,” you will make few sales, for your prospects will walk away
from you or complain that you are high-pressuring them!
YOUR FIRST TEN WORDS ARE
MORE IMPORTANT THAN YOUR NEXT TEN THOUSAND!
Therefore, make your FIRST
WORDS make FIRST impressions by not STAMMERING and STUTTERING when you face your
prospects. They make “snap judgments” of you and the merchandise by “sizing you
up” with your first ten words.
First you use judgment in
picking the right “sizzle” and then you fit it to the prospect at hand. You
dress up the “sizzle” in a ten-second message and practice Wheelerpoint 2,
“Don’t write – TELEGRAPH.”
The technique that goes with
what you say will then come to you naturally and easily, as we shall find in the
next Wheelerpoint.
It’s all in what you say the first ten seconds.