| Get
Him Involved |
| |
|
If
your product is a “thing,” like a bottle
of mineral oil, in |
| |
addition
to telling him how it’ll remove his wrinkles,
brighten |
| his
outlook and send any parasites he might have scampering
|
| for
the nearest exit, show him the bottle, point out the
label |
| and
its list of super-powerful ingredients. Show him some
|
| promotional
literature and testimonials supporting its |
| miraculous
claims. Hand the bottle over to him so he gets the |
| feel
of it. If it happens to taste good, you can also offer
him a |
| sample. |
| |
|
Make
your presentation as hands-on as possible. Get the
|
| |
prospect
to see, touch, hold, listen to, taste, operate, wear
or |
| step
into your product. |
| |
|
Don’t
just point out and tell him about your newest model
|
| |
of
speed-boat. Take him for the most mist-in-his-face,
brine- |
| in-his
nostrils, thrilling ride of his life. (A little “sizzle”
can go a |
| very
long way toward making the sale.) |
| |
|
If
your product is too awkward or too large to carry with
|
| |
you---like
a herd of cattle---or too far away to take your |
| prospect
to see---like prime beach front property on the coast
|
| of
Barbados---carry a good representation of it, such as
some |
| pictures
or a video tape. |
| |
|
When
you don’t have the thing itself at hand, use models,
|
| |
photos,
illustrations, easy-to-understand charts, tables,
|
| diagrams
or whatever you can to make your presentation as |
| real
as possible to your prospect. |
| |
|
If
your product is not a thing but a service, the principle
is |
| |
still
the same. Whether the service is dog-grooming or chimney
|
| sweeping
or adjusting bones of the spine, you should make |
| your
presentation as real as possible. |
| |
|
If
you don’t have the dog, chimney or a model of
a straight- |
| |
ened
spine to hand, show the prospect before-and-after
|
| pictures
of Fido, or of a soot-filled and then soot-free chimney,
|
| or
show the patient X-rays, photos or illustrations of
a crooked |
| versus
a properly straightened spine. |
