The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
There are two general classes of replies to objections, which apply to
nearly every kind of proposition. The first is that of deftly catching
the objection on your mental fencing-foil, allowing it to glance off,
and at the same time getting a thrust on your opponent. President
Patterson of the National Cash Register Company is credited with
special cleverness in this kind of reply, and his salesmen are said to
be instructed to listen carefully to the prospect's objection and then
to turn it back on him by a remark based on the principle of: "Why,
that's the very reason why you should," etc. In other words the
objection should be twisted into an argument in favor of the
proposition. In the hands of a master this form of reply is very
effective, and often brings results by reason of its daring and
unexpectedness. But it is not every one who has the skill to use it to
advantage.
The second class of reply is based upon what is called indirect
Resistance, which, by the way, is often the strongest form of
_resistance_, and accomplishes its intended effect while avoiding the
opposition and antagonism of Direct Resistance. Some writers on the
subject have called this "Non-Resistance," obviously a misnomer for it
is a form of resistance although subtly disguised. It is analogous to
the tree that bends in order to avoid breaking under the blasts of the
storm; of the flexible steel which bends to the pressure, instead of
breaking as would iron; but both of which spring back into place
immediately. It is generally very poor policy to directly oppose the
prospect upon minor points--the main point is what you are after. And
the main point is the order--the rest is immaterial and unimportant. Let
us contrast Direct-Resistance and Indirect-Resistance, and see the
points of each.
In Direct Resistance the minor objections of the prospect are met with
the answer: "You are wrong there, Mr. X;" or, "You are entirely
mistaken;" or, "You take the wrong view;" or, as we heard in one
instance: "Your objection is ridiculous." The Direct Resistance is
necessary in a few contingencies, or upon rare occasions, but it should
be sparingly and cautiously used. It is a desperate remedy indicated
only for desperate diseases. The Indirect Resistance expresses itself in
answers of: "That is possibly _true_ in some cases, _but_," etc.; or,
"There is _much_ truth in what you say, Mr. X, _but_," etc.; or, "As a
general proposition that is probably correct, _but_," etc.; or, "I quite
agree with you, Mr. X. that (etc.) but in this particular case I think
an exception should be made," etc. The value of this form of resistance
lies in the fact that it costs you nothing to allow the prospect to
retain his own ideas and entertain his own prejudices, provided they do
not interfere with the logic of your general argument, nor affect your
main point, the order.
Public-domain text, read in full here on John Shaqi.
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