The Exclamation Salesman is Gone .......................................................... 49
When You Are “Lost For Words” ................................................................. 50
The Story Of Butter ........................................................................................ 50
The “Your Opinion” Approach ...................................................................... 51
Chapter 11 ............................................................................................................. 52
The technique of Getting Signatures ............................................................ 52
Don‟t Ask for Signatures – But “Approvals” ............................................... 53
Use “When,” Not “If”.................................................................................... 53
Howard Dugan Goes To Town ......................................................................... 53
Win Decisions – Not Arguments ..................................................................... 54
Don‟t “Overanswer” Objections ...................................................................... 55
Respect The “Know-It-All” ............................................................................... 56
Chapter 12 ................................................................................................................ 57
The Art of Closing ............................................................................................... 58
Don‟t Side-Step Criticism ................................................................................. 59
Chapter 13 ............................................................................................................ 61
When The Buying Signal Comes .................................................................... 61
The Art of Quoting Price ................................................................................... 62
Avoid “Price” Too Early.................................................................................... 62
Weekly Payments Seem Less.......................................................................... 63
Sell “Savings,” Not “Cost” ................................................................................ 63
Help Customers Make Decisions .................................................................... 64
“Why Do You Think The Price Is High?” ...................................................... 64
Chapter 14 ............................................................................................................. 65
“Tested Selling” in Groceries ........................................................................... 65
Selling Office Space............................................................................................ 66
Winning Social Arguments ............................................................................... 66
Times When You Want A “No” ........................................................................ 67
Chapter 15 ............................................................................................................. 72
“Hell” – Once World‟s Greatest Fear Appeal ............................................... 72
“Quick Relief” – The Drug Store‟s Best Words ............................................ 73
Making Up Your Mind ..................................................................................... 74
A Sell-Out In Tooth Brushes ........................................................................ 75
A Counter Sign That Sells ............................................................................ 75
The “He-Man” Appeal ..................................................................................... 76
Let Them Pour Their Own .................................................................................... 77
The “Rule Of You” In Hotels ................................................................................ 78
Selling Glasses Of Bubbles .................................................................................. 78
Finding The “First Timers”............................................................................... 79
The Technique Of The Doorman ........................................................................ 80
Which Type Are You? ........................................................................................ 80
“Listening A Little Closer”.................................................................................. 81
Grandpop Strobel Knows His Stuff .................................................................... 82
They Were Turned Upside Down ....................................................................... 83
Selling The Somersault ...................................................................................... 84
Selling Imitation Vanilla .................................................................................... 84
Three Sentences That Saved A Life .................................................................. 86
Self-Preservation – Religious Sentences ......................................................... 86
Personal Comfort Appeals ................................................................................ 86
Vanity Appeals ................................................................................................ 87
Chapter 18 .............................................................................................................. 88
Recent Experiments For Texas Oil ................................................................. 88
“How About Some Oil?” .................................................................................... 89
“Your Right Front Tire, Sir” .............................................................................. 90
Your Worn-out Windshield Wiper ................................................................... 90
Chapter 19 ............................................................................................................. 93
Handling The Dog In The Yard .................................................................... 93
Your Ten-Second Appearance ..................................................................... 94
Put A Press Into Your Sales Language ......................................................... 94
Watch Your Closing Words ........................................................................... 95
A Tailor-Made Insurance Story ................................................................... 95
Avoid Worn-Out Words With Whiskers ...................................................... 96
“Let Me Make Myself Clearer”..................................................................... 97
Words That Kill The Sale ............................................................................... 98
Chapter 20 ............................................................................................................ 100
Use “Invisible” Sales Words........................................................................... 101
A President Uses Tested Selling ................................................................... 101
Roosevelt Used Word Magic .......................................................................... 102
A Ready-Made Rule ....................................................................................... 103
He Puts Her At Ease .................................................................................... 103
Five Effective Ways To Make The Other Person ...................................... 104
The Home Is The Foundation Of The Family ............................................ 104
How To Handle It Properly ............................................................................. 105
Get Action With Action ................................................................................ 106
Chapter 21 ............................................................................................................ 107
“Tested Selling On Door Steps” ........................................................................... 107
Skit 1................................................................................................................. 108
Selling With A “Canned” Sales Talk ................................................................ 108
Skit 2................................................................................................................ 110
Selling With A “Planned” Sales Talk................................................................ 110
A Story From England .................................................................................... 112
Chapter 22 ........................................................................................................... 114
The Wrong Way To Make A Sales Presentation .......................................... 115
The Right Way To Make A Sales Presentation ......................................... 116
Chapter 23 ........................................................................................................... 120
Selling Demonstration 1 ............................................................................... 122
The Right Way to Sell Powder and Perfume to a Man .................................. 123
Shopping for His Wife .................................................................................. 123
Selling Demonstration 2 ............................................................................... 124
The Wrong Way to Sell a Man Hose for His Wife ......................................... 124
The Right Way to Sell a Man Hose for His Wife ............................................... 126
Chapter 24 .............................................................................................................. 128
Hooking The Fluke ................................................................................................ 128
The Gregarious Instinct ...................................................................................... 129
Joseph P. Day Makes A Sale ............................................................................. 130
Chapter 25 ................................................................................................................. 132
Chapter 26 ................................................................................................................ 136
Six Simple Sales Words ................................................................................... 136
This Tested Sentence Gets 1600 Customers ............................................... 137
Chapter 27 ......................................................................................................... 138
“No Canvassers Allowed”................................................................................ 139
The Moving Van Business ............................................................................... 140
“Stop, Look, Listen” ......................................................................................... 140
The Redheaded Boy ......................................................................................... 141
Chapter 28 ............................................................................................................... 143
Hot Chestnuts For Sale ................................................................................... 144
A Perambulating Sandwich ............................................................................ 144
The Story Of The Comb .................................................................................. 145
Find The “Sizzles” ............................................................................................ 145
Chapter 29 ............................................................................................................... 147
Chapter 30 ............................................................................................................. 148
Four Rules Laid Out ...................................................................................... 148
Definition of “You-Ability” ........................................................................... 148
“Professional” Job-Hunters......................................................................... 149
Chapter 31 ....................................................................................................... 155
A Good Leading Question ............................................................................ 155
The Hollywood Casting Office ......................................................................... 156
The Beggar Uses Tested Selling ...................................................................... 157
Chapter 32 ........................................................................................................... 158
WHEELERPOINT 3. ......................................................................................... 159
“Say It With Flowers” ....................................................................................... 159
“Word Magic” – Not “Magic Words” ................................................................ 162