The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Demonstrate the Benefit
He explained, “First of all, I got the factory to cut some safety glass into six-
inch squares as samples. Then I got a ball-peen hammer, which I took with me
on sales calls. When I walked in on the prospect, I would ask, ‘Would you like
to see a piece of glass that doesn’t shatter?’
“Almost invariably, the prospect would say, ‘That’s not possible, I don’t
believe it.’ I would then put the glass sample on his desk, take out the ball-peen
hammer, and whack it. He would instinctively jump and throw up his hands to
protect his eyes. When he looked down and saw that the glass had not shattered,
he would be amazed.
“After that, it was simple. I would just ask, ‘How much would you like?’ take
out my order pad, and begin writing.”
Teach It to Everyone
Corning Glass was so impressed with this technique that the following year
they bought ball-peen hammers for all their salespeople, provided them with
samples of safety glass, and sent them out nationwide. The method really
worked; they sold glass by the carload.
At the end of the year, at the next national sales convention, the young

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At the end of the year, at the next national sales convention, the young
salesman, for some reason, was still head and shoulders above every other
salesperson in the country.
Once again, they invited him up on the stage to receive his award as the top
salesperson in the country. And again they asked him, “What is it that you did
this year to outsell everybody else?”
Get the Customer into the Act
“Well,” he said. “I knew that you were all going to use my method, so I had to
come up with a new technique. Now when I go in to see the customer, I’ve got a
ball-peen hammer in one hand and the sample of safety glass in the other. I ask
him, ‘Would you like to see a piece of glass that doesn’t shatter?’
“He usually says, ‘I don’t believe it.’
“Then, I put the piece of glass on his desk and I give him the hammer and
have him hit it. When he tries and fails to smash the glass himself, he is totally
convinced. Then I write up the order.”