Masonry Magazine January 1966 Page.30
THE SELLING PARADE
by Charles B. Roth
Follow The L-A-W Formula
His name is Dr. George W. Crane, and he holds the degrees of M.D. and Ph.D. He is a practicing psychologist, a marriage counselor, a writer whose weekly newspaper messages reach many millions every week.
He is so successful in all his undertakings, Dr. Crane readily admits, because he is also a good salesman. And he is a good salesman because over 40 years ago, by chance, he became acquainted with the "L-A-W FORMULA." It has worked for him ever since. It will work for you.
As Dr. Crane tells it: "I was then (1922) traveling five states, to organize the Northwestern University alumni fund for raising money for our Chicago downtown campus. One day in Iowa I sat beside a genial salesman with a philosophical nature. He told me that he had a secret yardstick for measuring human beings.
""It is indicated by the word L-A-W,' he said. "The "L" stands for LOOKS; the "A" for ACTS; and the "W" for WORDS.
""Unless a person's LOOKS, ACTIONS, and WORDS all correspond in bearing out the same impression or diagnosis, continued the salesman, beware.
""For example, if a person looks cultured and uses correct English, but his behavior is vulgar, be suspicious. Again, if he looks good, but uses bad language, treat him with doubt. Or, if his behavior is polite and his language is good, but he looks like a tramp or a bum, then you are entitled to be skeptical.
""For it is best to deal with people whose LOOKS, ACTIONS, and WORDS all harmonize with your concept of a cultured, successful individual.""
There is a success formula for you, not in words, but in letters: L-A-W.
Beware Of Cold Feet
Even the strongest salesmen fail at times. Take the case of Elmer Leterman, certainly one of the insurance selling giants of his day. He was working on a big group case, had submitted his proposal, had had the prospect tell him: "I think the plan is perfect, but we can't afford it."
Leterman, the old pro, you know, who should have known better, took the prospect at his word: he didn't call back. He got cold feet.
A few weeks later, he met the prospect on the street: "What's the matter? We haven't seen you for a month."
"No," Leterman explained. "You gave me your answer and I didn't want to bother you further."
"Bother me?" the prospect laughed. "You get right over to my office quick and sign the papers before somebody changes his mind."
In less time than it took to tell it, Leterman was back at the office, and signed up his deal.
Only he didn't make the sale, the prospect did; but he taught Leterman this lesson: It is always too late to quit trying.
Gift Wrapped Ideas
There's a man I know in Texas, an old pro in selling, who knows the value of good will, as all pro's do. One of the ways to win good will is to be free in giving ideas to those you want to serve. If you have an idea you feel will help a man, don't hold back. Give it to him, man. You don't know how much good will you can make giving away ideas free.
This is old stuff, as I told you; but the way my Texas friend does it is not old stuff at all.
He gift-wraps the ideas he sends his prospects.
It is standard procedure with him now. Whenever he has an idea he feels will help someone, he writes a note, just a simple little note like this, and sends it to his prospect:
"I've just had an idea I feel you can use, Mr. Taylor, and I am sending it to you herewith. Hope you can use it, sir."
He has such notes going out all the time. You don't wonder he is one of the most popular and successful men in his neck of the woods.
To keep in touch, always to keep in touch, that is one of the prices you have to pay if you want to be a salesman on the go, because a salesman who doesn't keep in touch with his customers and prospects very soon finds he has no customers and prospects with whom to keep in touch.
And it is such a small and such a pleasant price to pay for success to keep in touch with friends.
And you don't need notes if you are not especially attracted by writing. Use telephone calls. "Just had an idea I thought you would like," tell your man. He will appreciate it. And you.
All rights reserved. DECEMBER 1966 CHARLES ROTH
Pour Out Warm Weather with-
Assure uninterrupted work in freezing weather by lowering the freezing point of a mix! Just add EUCO ANTI-FREEZE to the gauging water, and you can pour concrete and lay brick down to 15° F.
Speeds the set and increases strength! Release forms in half the time. Aids workability, too: makes mortar more buttery, concrete easier to pour. Want details? Just write, it's FREE: