Podcast
Questions and Answers
What effect does expressing appreciation have on sales interactions?
What effect does expressing appreciation have on sales interactions?
- It encourages customers to buy more expensive products.
- It confuses the customer about their purchasing decision.
- It creates enthusiasm in both the seller and the customer. (correct)
- It limits the customer's options to specific products.
What approach did the salesman from Tulsa use to achieve selling success?
What approach did the salesman from Tulsa use to achieve selling success?
- He suggested customers compare their products to competitors.
- He encouraged customers to contact previous purchasers for opinions. (correct)
- He emphasized the uniqueness of the product he was selling.
- He offered discounts to potential customers.
Why was the letter received by the friend seeking an oil burner memorable?
Why was the letter received by the friend seeking an oil burner memorable?
- It was written in an elaborate style.
- It included a unique promotional offer.
- It provided a list of neighbors using the product. (correct)
- It promised guaranteed satisfaction.
What was one significant factor that helped Dale Carnegie choose a camp?
What was one significant factor that helped Dale Carnegie choose a camp?
What is emphasized as an effective strategy for gaining confidence in selling?
What is emphasized as an effective strategy for gaining confidence in selling?
In the context of selling, what does 'bringing on your witnesses' refer to?
In the context of selling, what does 'bringing on your witnesses' refer to?
What was a key reason for the confusion Dale Carnegie felt after receiving information from various camps?
What was a key reason for the confusion Dale Carnegie felt after receiving information from various camps?
What is the primary strategy used by the author to gain a prospect's confidence?
What is the primary strategy used by the author to gain a prospect's confidence?
Why does the author prefer to call a witness using the prospect's phone?
Why does the author prefer to call a witness using the prospect's phone?
What reaction has the author typically observed from prospects when calling a witness?
What reaction has the author typically observed from prospects when calling a witness?
What does the author mention about using clever comebacks to overcome objections?
What does the author mention about using clever comebacks to overcome objections?
How does the author describe the relationship with the witnesses?
How does the author describe the relationship with the witnesses?
What method does the author use to validate the cost of long-distance calls?
What method does the author use to validate the cost of long-distance calls?
What does the author do after bringing up the issue of prejudice in his pitch?
What does the author do after bringing up the issue of prejudice in his pitch?
What aspect of effective selling does the author emphasize throughout the narrative?
What aspect of effective selling does the author emphasize throughout the narrative?
Flashcards
Building confidence with witnesses
Building confidence with witnesses
Using testimonials from trusted sources (witnesses) to build credibility and trust with the prospect.
Using 'acceptance receipts' as evidence
Using 'acceptance receipts' as evidence
The author uses photocopies of client acceptance receipts to display the history of successful contracts and testimonials.
Using personal 'witnesses'
Using personal 'witnesses'
Calling a satisfied customer or someone known to the prospect to provide a recommendation in a sales call.
Objection handling through witnesses
Objection handling through witnesses
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Telephone witnesses
Telephone witnesses
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Proactive Witness Call
Proactive Witness Call
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Cost of calls
Cost of calls
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Overcoming objections with witnesses
Overcoming objections with witnesses
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Double-Barreled Effect
Double-Barreled Effect
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Neighbor Testimonials
Neighbor Testimonials
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Using Testimonials (Example 2)
Using Testimonials (Example 2)
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Using Testimonials (Example 3)
Using Testimonials (Example 3)
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Bring On Your Witnesses
Bring On Your Witnesses
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Building Trust Quickly
Building Trust Quickly
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Direct Testimonials
Direct Testimonials
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Study Notes
Witness Testimonies in Selling
- Using testimonials from trusted sources (witnesses) builds confidence in the seller and their product.
- Lawyers use witnesses to bolster their case by showing impartial evidence. This similar strategy works in sales.
- Photocopied "acceptance receipts" can be used as a form of "witness" to prove credibility.
- Salespeople should call references or others who can attest to the product or service, ideally on the prospect's phone.
- Calling a witness on your prospect's phone builds trust with the added effect of the cost always being borne by the salesperson.
Effective Techniques for Building Confidence
- Calling a reference on a prospect's phone and letting them speak directly eliminates potential objections to the sales pitch.
- Direct testimony is shown to be much more powerful than clever comebacks, which can lead to arguments.
- This method makes the witness more enthusiastic about what they are selling.
- Using references is shown to be a more effective approach than simply making claims.
Examples of Using Witnesses
- A salesperson used testimonials (and direct contact) from customers at a competing store to sway a prospect.
- A friend utilized testimonials from neighbors, who had already used a product to overcome doubts about purchasing.
- Dale Carnegie's method involved contacting people who had already used a product or service to get honest feedback.
Key Takeaways and Principles
- Using direct testimony from a known entity or independent party is a powerful tool to build confidence.
- Obtaining "witnesses" can help sell a product or service.
- Using a prospect's phone and paying for the call builds trust in the sales process.
- Testimonials do not just demonstrate a product, but can also elevate enthusiasm for the seller themselves.
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