PROSPECTIVE BUYERS : How to Approach representatives who have occasion to call upon a great number of " new " prospective purchasers, often pay insufficient attention to their method of approaching a business man for the first time. If a first interview results in failure, it is seldom easy to secure a second one. Everything, therefore, depends upon making a favourable impression at the first approach. The matter of dress is easily disposed of, it being sufficient to remark that the commercial representative had best present a decidedly prosperous but entirely unassuming appearance. No particular article of his attire should claim special attention.
Of greater importance than dress is the need for having something definite to say, and saying it. In offices there is greater difficulty in reaching the right man than in shops, but in each case there need be no secret made of the business one represents. Most business men who are called upon by many representatives know how tiresome it is to have callers refuse to be open about their mission. In shops it is easy to inquire of a likely individual whether he is Mr. So-and-so, naming, of course, the party with whom an interview is desired. The assistant will not feel hurt at being mistaken for the proprietor, and will generally point out that individual. In offices it is for the representative to send in with his card such a message in a few words as will arouse in the mind of the chief a desire to interview the caller. In either case there should be no hesitation in stating one's own name and the name of the firm represented, it being taken for granted that an interview will then be accorded.
Only in exceptional cases should use be made of personal introductions. There are businesses where such are necessary, but as a rule a representative should feel that the importance of his proposition, his own personality, and the standing of his house should be quite sufficient to secure a courteous reception.
The salesman, finding himself in t1:1 presence of the man sought, should be prepared with something to say which cannot fail to arrest his attention.
It may here be borne in mind that the average business man is in trade for the one purpose of making money, and that any statement truthfully made, which will indicate the possibility of increasing profit or reducing cost, will be the most likely to fall upon willing cars. That the proposition will pay a handsome dividend upon money invested is the point to be returned to again and again, the salesman concentrating upon one or two arguments to prove this side of the question rather than scattering his energies and dis sipating time upon a variety of smaller matters. One thing should be proved at a time, since few minds are capable of absorbing a number of striking things at one time. When a point is made it should be proved up to the hilt, so that nobody could fail to be convinced of one's sincerity in the matter.
Too often salesmen take it for granted that the possible purchaser knows all about his firm and his goods. The party called upon does not care to draw attention to his own ignorance, and much of the good effect of the interview is lost. IL is necessary to present the case in a simple way so that a boy could hardly fail to understand, and to begin at the beginning, much as the caller himself had to do when he first joined his concern.
Most people called upon proceed to raise objections. It is a sort of habit, probably of self-protection. It is true, also, that a few stock objec tions dispose of a fair percentage of canvassers, who, willing to leave business to look for it elsewhere, are easily dismissed. If the representative has learned to hold his ground for the first few minutes without loss of dignity or giving °Hence the rest is much easier, for the possible purchaser, finding that he has an earnest business man to deal with, who evidently knows what he is talking about, settles down to a conversation upon the subject presen ted.
It is unwise to approach any one without a definite plan of campaign, a genuine reason for taking up the time of another business man. It is useless to say that one happened to be passing and thought one would look in. It is not courteous, and causes mild annoyance to a busy man, and that is the kind of man with whom trade can most often be done.
Occasionally a prospect's mental attitude can be divined by the time one is in conversation with him. The books in his room may proclaim him a student, the almost hidden golf clubs in the corner tell of the desire to snatch a few hours from business worries, the copy of the business magazine with the turned-down leaf may indicate to the observant salesman that here is a man who will consider the opinions and experiences of other men. Attention should never be drawn to such things, they must not be mentioned in conversation ; but they teach some salesmen a great deal, and they mean nothing to other canvassers.
To avoid antagonism, to have many arguments without being argumen tative, to commend good points without sneering at the bad, to give a straightforward answer to every question, are most important details to remember upon a first approach. An attitude of respectful equality should be maintained, with the idea uppermost in mind that the interview will naturally be an agreeable one to both parties, and that no differences of opinion are likely to arise.
A man convinced may stay convinced, but one who has merely been persuaded or coaxed is not to be depended upon unless the goods are such as sell at sight. If possible the prospective buyer must be so thoroughly and entirely convinced of the value of the proposition offered, and of the sincerity of the man presenting it, that he will not rest until he has made a thorough investigation.