GET YOUR MAN

[Music] thank you very much Mr Warren goodbye this is our and believe me no salesman pounding the street could ever get so many places talk to so many people this represents a whole world with variety with scope a busy business World a masculine world oh sure this instrument can be a lot of things some days it can be as cold and frightening as a monster who needs advertising everybody knows me look that's not my main brand so why buy a Yellow Pages listing I don't have free parking what have I got to advertise look call me when I am not busy but on the other hand there are those terrific times when it's exciting almost romantic run all of it just that way you're right oh that's well Mr Willis you know I have a hunch here going to increase your sale of graphic arts too what would with a new local Art Show starting this year Well if everything goes the way you say next Valentine's Day I'll send you a big box of candy thanks a lot but the order you gave me will do nicely well glad to do it it helps me you'll have your copy of the proofs before the directory closes Mr Willis I'm sure it'll be okay thanks again bye bye always a good idea to record the important points of these conversations with character is from outer space in case there's any doubt in your mind he is from outer space my own particular outer space I'm Peg Robbins and nobody in the world would ever have thought I'd sell anything to a book dealer but I just did and let's face it the reason I talk his language is I'm in the book selling business also the millonary business groceries shoe store beauty shop meets drug store men's clothing used cars it's all here my own Yellow Pages of business talk business problems needs whole world of languages out there in my market in a small way I'm involved in all the functions of business in a big way I'm involved in the distribution function how he sells how he gets customers [Music] [Applause] of course business is only part of what makes me tick only part of my everyday life you know who that is Helen my supervisor another part of my everyday selling life and naturally this important part of you the home part husband boyfriend oh yes let's not forget this part the product you sell Yellow Pages advertising telephone advertising and what better way to sell that than over the telephone you're calling on people like any salesman you're selling course sometimes it's a little tough because you can't physically sell see them but you learn to see over the telephone because you learn how to sell how to use all the various parts of your selling self the rags and Bones the sugar and spice and everything else a telephone saleswoman is made of well let's see every salesman or a saleswoman has got to have enthusiasm right so I remember when I first started I was loaded with enthusiasm [Music] hello arens hi is this Mr Arin oh no there's no Mr Arin I'm Mr Johnson the owner oh yes Mr Johnson are you uh busy sir well uh yes yes well perhaps I better call back at a more convenient time then no no no it's okay it's okay well Mr Johnson this is Mrs Robins your Yellow Pages representative oh yes well I sent you a check a couple of days ago I'm sorry I was out of town you know how it is oh I'm not calling about your bill Mr Johnson no oh no we're preparing our new Yellow Pages book and I want to find out if you're planning any change in your Yellow Pages listing no no no it's just fine leave it the way it is I'm so glad to hear that Mr Johnson you know the telephone company doesn't get a chance to talk to its customers very often well it's nice to talk to you too but you'll really have to excuse me I am quite busy [Music] goodbye you've got enthusiasm all right peg you're loaded with it I guess it just doesn't come through but it does I've been listening now don't get down in the dumps and toss it away you needed when you're selling over the telephone your attitude your smile your whole feeling has has to come through your voice there's no other way then what happens I'm excited the minute I get my assignments I start calling you're not kidding you Jump Right In which puts you always one step ahead of yourself but selling is selling isn't it is it any more than baking a cake is just baking a cake do you just put a panful of stuff in the oven and say be a cake or be a pie no you feel it's more than enthusiasm that makes it what it becomes sure what oh the ingredients you have to have a recipe yes a plan you have to have a plan right mm now today just plain oldfashioned salesman's loud enthusiasm the verbal glad hand isn't enough in any kind of selling you need well you need a guide steps to the sale a logical stepbystep pattern that every professional has to follow to know what you're doing and why where you're going and how to get there I guess I've been starting in the middle no no I don't think so I just feel you've been skipping the first step preparation just comment sense to take a few minutes to prepare for a call and you've got quite a few tools to work with obviously before you call you've got to know the name of the company the principal type of business related headings and any special services and you've got to know the present advertising setup both Yellow Pages and Alpha the size and type of ad it also helps to know what the customers competition is doing and it's a good idea to check some of the foreign directories to see what different ads are run the copy kinds of space used well it gives you some new ideas of course you want to determine as much as possible in advance you prepare like baking you lay out all the ingredients and then go to work to put them together and you're ready to take step number two the approach the approach let's see where's the best place to demonstrate the approach we're always approaching people in life as well as in business trying to get their attention [Music] hi dear you want to go out to dinner tonight no I'm [Music] bushed some approach huh blunt straight from the shoulder enthusiastic went over with a great big thud now hi Honey hi you look tired rough day you know I saved a little money on the grocery budget last week how' you like to go out to dinner tonight on the house relax have have a little fun interested sure what have you got in mind with the approach you've got to consider the atmosphere you've got to make him lower his newspaper in the first few seconds or you're usually in for a rough uphill fight and every man husband or otherwise has got that newspaper in front of his face a mental newspaper these are the mental newspapers every businessman's got in front of him and each man is busy in his own [Music] way to himself he's busy working thinking dreaming in evaluating involved in problems of purchasing distribution production Administration and you come barging in I hope could that be customer complaints confusion you don't have to worry you're not interrupting not pushing his mind in a different direction you're on his frequency calling about his business Higgins and Company is this Mr Norton the owner yes that's right Mr Norton this is Mrs Robins your Yellow Pages representative I've been reviewing your advertising in the directory and I feel that based on the growth statistics of your community and the surrounding neighborhoods you're missing out on a big bet oh yes I've got some ideas about how you can pull in more business with yellow pages at very little extra cost I'd like to talk talk to you about them well okay just what do you have in mind how about that saving or making money that's the kiss that gets him to lower his mental newspaper he's tuned in all right but you'd sure as heck better be able to follow through with something that makes sense or your approach just becomes a gimmick a trick and you know what'll happen [Music] then so you've got to do a little prospecting fact finding your preparation showed you some general things now you've got to get a few specifics find out what he wants his advertising to do but you can't just go in empty-headed I mean empty-handed oh maybe empty-headed is right cuz that's just how I used to be do you have any specialties yeah are you on a corner no do you have special hours nothing special do you do any other advertising no how do you get new customers listen I don't have to sit here like I'm going through a third degree I have other things to do why don't you call me back next year when you figured out exactly what you want okay rough huh over the telephone you've got to be quick but you can't jump all over you want him to be able to follow you clearly to understand just what you're driving at and you've got to tell him why you're asking the questions anyway when you're doing any kind of prospecting it's best to have a map a plan right so you can plan questions who what how so you get more than just a yes or no answer when you go in with amunition like this you're really beginning to see over the telephone you got a plan but take it from me a plan can have its dangers okay I've got it that's well Mr Norton saves time when you follow right along H now would you please turn to your listing on page 52 of the Yellow Pages are you having trouble finding it yeah yeah it's in the right hand column about 3 in from the bottom between the two lines of bold type uh-huh well if you have that much trouble finding it think how hard it must be for anyone looking for a person like you uh I see Mr Norton from an advertising point of view how do you cover your Market well I run this thing in the Yellow Pages and what once a month I take an ad in the local paper I see of course just the other day my wife and I kicked around the idea of doing some direct mail but we haven't done anything about that yet Yellow Pages local paper Direct Mail good next let's see got to ask him about response important fact customer response you see we've been through a big expensive Remodeling and we've set the direct mail ID aside for some time in the future yes that sounds fine Mr Norton now I wonder if you'd tell me what kind of response do you get from your advertising oh pretty good we get uh quite a few phone calls uh some come from outside the area but mostly our customers come from right in the immediate neighborhood let's see when you've been in response from inside and outside the area certainly needs a business card should recommend it for three foreign directories as well as the local all in all I'd say the response has been as it's always been over the years that's fine Mr Norton now here's what I'd like to recommend for you that we set up a 1-in business card for your own directory and that you repeat it in three foreign directories in South Alpine and South Shore and no Miss maybe it's a good idea but I don't think it's practical but Mr Norton it would certainly fit right in with your direct mail campaign look Miss thanks for your interest but right now I don't think a change would be practical for me [Music] goodbye well can't win them all I guess some days you line up your facts and you talk and talk and nothing happens very defeating sure it is especially if you're using only half a telephone and you're right Pig you can't win them all but there is always the next time and the next time and you learn to do something more each time too like uh finding out what happened to the other half okay are you prepared you had a plan you had questions ready good questions they got more than yes or no answers right I thought so well what you ask is important but isn't what he answers more important well pretty good we get a lot of phone calls some from outside but mostly our customers come from the immediate neighborhood that's what happens when you've been in one spot for 15 years what he says might seem unnecessary after you get the answer you think you want but it might offer a clue if you're busy with your own thoughts you won't hear and hearing listening is an important part of telephone selling Miss Mr Norton what do you think you'd like to get out of your advertising well now I uh uh-uh don't jump in and spoil the silence it's not the horrible vacuum it seems something's going on you can't ask a question and expect a rapid fire answer you've got to give him time to think don't be afraid to wait selling over the telephone means using the silence too you're a woman and we women love to talk over the telephone but a saleswoman has got to learn to listen this way I'm using the whole telephone [Music] listen I suppose that's probably the first rule of telephone selling using the whole telephone listen enthusiasm product knowledge functional selling step by bystep plan if you've got a plan you don't have to keep thinking about what you're going to say next a plan should give you more time to listen and enable you to take the next step toward a sale making the recommendation well Mr Norton I'd recommend a 1- in informational in the lowland book for only $7 per month an alternate call listing at $1 more per month and oh yes you simply must have bold type listings in three foreign directories for only an additional $3 per month a personal name listing in the alpha at an additional $1 of course your firm name under your Mainline trademark Heading an additional 250 per month no no no no no you can't just throw everything at him at once with technical talk with a rush of prices you've got to make him see over the telephone too in terms of his needs his functions in terms of economy getting more more for his money you've got to sell the use of advertising the knowledge grows from One customer to another you become sensitive to new language his language his problems that way you're not just talking on the telephone you're on the inside in a real part of his operation for the short time you're on the telephone with him like Mr Willis the book dealer you prepare the account make the approach complete the fact finding and when you come to the recommendation there's always that old fluttery feeling that maybe just maybe you've missed something yes yes sure I'd like to increase my graphic cart sales well I feel Mr Willis that a 1-in business card featuring graphic arts Under The Heading of book dealers would really highlight your services and your specialty would show people that you feel they're important enough to want to make something out of them in your advertising this way you attract more people if you get more people to read your ad you stand a chance to get more customers don't you agree sure sure advertising exposure is 90% of the law that's very good Mr Willis and so true I wish we could get other people to think that way that's why I'd recommend a half-inch business card with three lines of coffee for you under book binders and your name in Bow type under greeting cards artist supplies and Library circulating in rental and don't you think that would give you much better representation it sounds pretty good and with your firm name listed in bold type in the White Pages you'll really have complete advertising exposure Mr Willis you'll be open for business wherever people look H now how does that sound to you Mr Willis very interesting uh I'd like to think it over well what is there to think over well it sounds as though it would increase my overhead oh sure you're going to increase your expense Mr Willis but aren't lost calls even more expensive if this advertising only brings in a few good orders a year it'll more than pay for itself won't it possibly well then isn't it a question of whether you can afford to do without it yeah okay I want to talk it over with my wife well what is it you want to discuss with her well I don't know I always discuss everything with her oh and another thing I'm I'm not sure about including everything in the Hawthorne and the Ridgewood directories oh but you've got to have that Mr Willis I mean that's practical you need that for complete coverage you really need it I'm not sure I'd like to think it over I'm not sure objections objections objections why do people object but we don't need a hide a bed right now but it's practical it's convenient we do need it come on Peg let's think it over for a couple of weeks look honey it's on sale now and our old sofa is almost worn out we're going to need a new one soon anyhow with a hide of bed we can kill three birds with one purchase it's as good looking as a sofa it's cheaper now cuz it's on sale and third it'll give our folks a more comfortable place to sleep when they come to visit us okay I didn't you say so in the first place well I'm not so sure I I'd like to think it over I'm not so sure Mr Willis you told me you've been getting quite a number of calls lately from people out of the area remember that's right you're spending money to buy a product a specialty it only pays off if you sell it and you can only sell it if people are aware of it now you didn't train yourself make an investment open a store just to hide away in one area did you no well of course not no businessman does that just remember for a minute why you established your store in a particular Community you liked the location you felt the need was there for what you had to offer sure you put up a sign to tell people what you sell but a sign only attracts the people passing by that puts you halfway in business you're not in business all the way until you take advantage of advertising and sales promotion to reach your fullest Market to tell them your sales story what you have to sell when where create a buying image so the potential customer is attracted to your place of business and that means telling your story economically so it reaches the most people at the least cost sure this is the buying public everybody impulsive demanding wanning what they want when they want it first the customers who are looking for any firm to buy from the newcomer emergency buyers dissatisfied customers infrequent buyers competitive bid buyers second customers who are looking for a particular firm to buy from recommended customers people who seen your other advertising solicited customers passers by for our customers a community people who make buying decisions and right here is where most buying decisions are made in the office in the home with the variety of needs the constant wants food clothing furniture repair hairs air conditioning you name it they need it look I tell you I saw it in the paper the name of the store was uh Wilson William something like that get the paper and look it up I can't get the paper it was thrown out this morning now what do we do look in the Yellow Pages what else what else really each time a potential customer wants something the easiest best shest place to find it is in the Yellow Pages it's always available never gets thrown out it's local it's there in front of the buyer when he wants and needs to buy your advertising dollar goes places and takes you with it makes your goods and services more available to more people like having a Salesman available 24 hours a day your most important signboard isn't in front of the shop Mr Willis it's the one you put out where all the public can see it your show window in the Yellow Pages economical because all this representation the ads the bull typ listings and the coverage in the Ridgewood and hathon directories will only cost you $15 per month gives you a pretty darn effective advertising program doesn't it Mr Willis but it this way the whole thing begins to make sense you bet it does Mr Willis you'll have your copy of the application in a few days and we'll send you proofs before the book goes to the printers okay okay run all of it just this way you're right oh that's well Mr Willis you know I hope to sell more graphic arts this [Music] year this is where you came in the final step you can close like that sometimes answer an objection with reasons related to his problem Spring right to a close sometimes of course you can close right after the recommendation if he's agreed with you all down the line you always have to ask in order to close any sale otherwise it just hangs nowhere for a while gets away from you and does him no [Music] good this is T phone selling this is what it's made of interesting exciting and important to people this outer space our Market our business World alive human waiting to be helped waiting for your call l