18. "Decision on a minor point" principle.—We said that even at this point we are still testing to find whether this desire has really been created,. Be cause of his doubt on this score, the salesman cannot risk a point blank- question, Do you want the goods? That might bring an equally point blank reply, No, and close the interview. The salesman plays either for a favorable decision or for an opportunity to dis cover any inhibiting thought that may exist and use his reserve talk to overcome it. He works, therefore, for a decision, not on the main issue, but on some minor point.
When the retail salesman has centered the atten tion of the prospect on one particular suit of clothes and feels that desire has been created, he suggests the possibility of making certain slight alterations and, if there is no objection voiced, he calls the fitter. Very often, he calls the fitter merely to find out whether or not any alteration will be necessary, merely as a subterfuge to take advantage of this "minor point" principle.
The staple salesman makes a tentative suggestion as to an assortment or asks the prospect how he would prefer to have the goods shipped, and immediately fol lows up that question with a positive suggestion as to a good way to ship them. If the prospect voices ap proval of his suggestion, it will be seen that his de cision on the main issue has virtually been clinched by asking his decision on a minor point. Of course, he may remark that he hasn't said that he wanted the proposition yet, but in that case the salesman can ex press surprise, beg his pardon, ask him why and strive again to arouse desire, by means of his reserve talk.
The vacuum cleaner man mentioned previously, immediately after making the statement quoted drew out his regular order blank and said: "The cost of this machine is $84. I presume that you would pre fer to give me your check for the whole amount and have it over with." "How else can I pay for it?" asked the man who was to be brushed by vacuum— and the decision had been secured! Signing the order blank and arranging for delivery became mere mat ters of detail.
19. "Writing out the order" the best closing maneuver, because it is the most positive in its suggestion, is actually writing out the order blank. Let us go back once more to the exclusive acrencv man. He closes with: "Now, to start in on .
this proposition, you'll only need"—and begins to write down on his order form what the dealer will need, discoursing on the virtues of the goods as he writes. The dry goods salesman begins writing a
tentative order, including the numbers which have particularly interested the buyer with quantities which the salesman thinks the buyer could use. For some reason, it is very difficult for the average man to interrupt the salesman while he is writing. There seems, too, to be a certain fascination about the pro ceeding that keeps the prospect's mind following the pencil and clinches his decision to buy.
Specialty men are usually adept at this "writing the order" form of closing the sale. A very success ful insurance man, when Ile thinks the psychological moment has arrived, spreads his application on the prospect's desk, leans over, takes the prospect's pen, dips it in the prospect's ink and quickly writes in on the form of application the form of policy that the prospect is going to take. Then, "Now, sir, what are your initials?" Few men will refuse to give their initial—it is so hard to do so without appearing dis courteous. "Let's see, you're treasurer here, are you not?" and then, without waiting for an answer, "Yes, treasurer," and down goes the word treasurer and the name of the company. "Now, where shall I send the doctor to examine you? Here or to your residence?" and without waiting for a reply, "I should suggest right here. It will take only a few minutes—say to morrow at two?" And down goes the memorandum of the hour of the appointment. "Now, sir, you can make your check for the premium payable to the com pany and I will pin it right to this application. I'll give you a copy of this application, by the way." And he proceeds to fill out a duplicate application, to be signed by the applicant, as the prospect reaches for his check book.
The strong points about this close are, that the salesman takes it for granted that the prospect is going to apply for insurance; he secures the active cooperation of the prospect in filling out the appli cation; he does not ask the prospect to do any writing until the decision has been made—by the salesman, you will notice—and then the first thing he has to write is his check; answers to the questions which might cause deliberation or hesitation on the part of the pros pect are not waited for—decisions are made for him by the salesman. Probably the most important thing to be noticed about the method is the assurance and poise that it takes to use it.