You
should be likewise ready for the "tough customers" one hears about.
_Practice in anticipation various ways of handling every imaginable
objection._ Then, when you face an actual difficulty, you will either
have on the tip of your tongue a solution of the problem, or your
forethought will assist you to devise on the spur of the moment the way
to work out the right answer. Again we observe the importance of full
preparation, in assuring successful salesmanship.
[Sidenote: Two Essentials Of Resourcefulness]
No quality is more important to the salesman than _resourcefulness_. Its
first requisite is _knowledge_, particularly advance knowledge of the
points that are likely to come up in the course of the selling process.
The second is a _mind trained to act quickly and effectively in using_
its knowledge. If you have these two essentials of resourcefulness, no
objection will ever catch you napping. It will do you no good to look
up the right answer _after you leave the prospect_. Nothing can be more
exasperatingly worthless than an idea of something you "might have said"
but could not think of until _too late_.
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