(^136) T H E M I N D O F T HE B UY E R
with c onfide nc e and belief. He re we sh o ul d
like to rep ea t all th a t w e a s severa ted i n
Ch ap te r I X.
Po ints for special attentio n. In a ppealing to
th e b uyer th ro ugh reas on, th e sell e r sh oul d
gua rd himsel f wit h p a rtic ula r c a re i n seve ral
Th e fi rs t i s to deli neat e the p robl em o f th e
b uye r with exc eeding sh a rp n ess. To do thi s
h e m u st study th e b uye r’s n eed s bef oreh and.
S om e on e h a s remarke d t h a t a succ essful sal e s
m a n m ust kn ow more ab out th e b uye r’s b usi
n e ss th a n th e buye r do e s himsel f.
Th e sec on d i s to avoi d wan de ring from th e
p oin t a t i ssue. Th e t emp ta tion s to t al k aim
l essly a re grea t, esp ecially a t sta ge th ree of a
t rai n o f rea soning. In o rde r to avoid thi s th e
sal esm a n mi gh t w el l ou tlin e a “ se rmone tt e”
b efo reh a nd a cc o rding to thi s p at tern
P roblem: Y our tires wear out rapidly.
Loc ation and difficulty : R im- cuts.
D emonstrations a, b, c, d.
(^3). Various solutions have been tried
a, b, c, d. ( The buyer will suggest some of
these. The seller should know in advance wha t
they are, and be prepared to meet them with
c ounter- a rguments, but he need no t bring
them up himsel f. )
(^4). This tire meets the need and solves the p roblem.
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