How to sell quality
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| How to sell quality |
A poration to help salesmen grow. It is published"^ meet an era of price competition, keener and fiercer than any price competition yet experienced by this generation. This competition into which we are headed is going to test the mettle of every man who sells goods.
Those who do not understand the power of quality over price must fail in the test. Price salesmanship cannot possibly succeed. On the other hand, a salesman who understands how to sell quality, who has the courage to refuse to allow goods made to sell on quality to be com¬ pared with goods made to sell on price, will come out with flying colours, a made man.
It is to help you to meet these conditions that members of the Dartnell Editorial Staff have interviewed salesmen in all lines of business. Many of these men are now holding executive positions because of their ability to successfully sell quality in the face of price competition of the keenest kind. From the hundreds of plans gathered we have selected those which will prove most helpful to you, and to other salesmen in different lines of business. Not all of these plans will be new to you. In fact, most of them are plans which in prewar 3 days were common property.
Some of them you have already read of in sales bulletins. But during the recent seller's market, most of us have grown soft. It was so easy to get business that we have forgotten many of the little strategems which stood us in such good stead in 1914. So we have risked the verdict of “old stuff" in the hope that the resurrection of these forgotten plans may help you to greater winnings. If this book reaches your hands prior to the spring of 1922 much of the message it brings will seem of remote usefulness. But read it anyway.
Store the ideas away in the back of your head against the day which is surely coming when you will be called upon to use them. Any salesman who will take the methods advocated in this book and after reshaping them to fit his peculiar problems, apply them in his selling work will be a better salesman and a bigger business producer than he possibly could if he limits himself to his own experience.
Contents:
I—What Quality Means to a Salesman
II—The Basis of all Quality Sales
III— Laying a Sound Foundation
IV— Making the Buyer Want Quality
V—How to Create a Quality Atmosphere
VI— Getting Your Price
VII— Making a Big Price Seem Small
VIII— Price Objections as Talking Points
IX—Beating the Price Cutter at His Own Game
X— Closing a Quality Sale
XI— Keeping the Old Customer Sold on Quality
Publication date:1921
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