Salesman 1: I tell you, this product is the absolute [?]. What's more, I'll personally guarantee it! But most of all, [?] this product. Have you ever seen anything like it in your life? You bet you have! It's modern, up to date, beautiful to look at [?]. This is just what you want. A real bargain! Nothing else like it on the market. And furthermore, madam, I...
Narrator: Yes, it's the salesman of yesterday. His Ivy League suit may be up to date, but his approach is not. Look at him. Study him. Still the patronizing smile, the glad hand, the pressure, the worn-out techniques. Today's salеsman must bear no resemblancе to this man. He is typecast and his very presence is like a warning bell alerting the present-day consumer to proceed with caution, with skepticism. Now, listen.
Salesman 1: This is just what you want. A real bargain! Nothing else like it on the market. And furthermore, madam, I'd like to demonstrate here just how it works. (*Clears throat*) There —
Consumer: What, ju— just a minute. Before you go any further, I just want to say that I'm not ready to buy right now. I must say though, you sure are a terrific salesman. You must have been born with a silver spoon in your mouth. You've got the gift of gab, alright!
Narrator: This salesman lost his sale, but he got a compliment — or did he? This compliment was actually the kiss of death. It showed that the consumer was fully aware of the salesman's efforts. Yes, this salesman sold too hard. Result: (*Buzzer sounds*) the bell went off, the association occurred, and the salesman lost his order. Anything that focuses the prospect's thinking on the fact that he is being asked to buy is a cardinal sin in modern-day selling. In fact, as long as the consumer is permitted to play the role of the buyer, he will act with skepticism. And now, the time has come to call upon my chief weapon. This weapon, with one final strike, will nail down the sale. I call it switching roles.
Actor: Switching roles? I'm an actor and that's a technique we use in our stage training methods. The director snaps his fingers and I immediately switch roles with the other person.
Narrator: Exactly. And that's the method I apply to sales. Let's say the prospective buyer is sitting on the stage to the left, and you, the salesman, to the right. I snap my fingers (*Two finger snaps*); you immediately switch chairs with the buyer. Now, the buyer is sitting in your chair, ready to sell you. A neat maneuver, but how is it done? Let's rehearse one method of switching roles. It is scene one, take one. In this scene, the script calls for a prospect who shows a strong preference for a certain color or model that is a little difficult to get. Right now, you are playing the role of the salesman. Here is your script. Notice you are not to ask for the order. Instead, you are to switch roles. You oughta get the prospective buyer to sell you. Remember, in this case, you know the prospect has a strong preference for a particular model. Now, try it.
Salesman 2: You know, Mrs. Adams, that model might be just a little hard to get. Uh, wouldn't you be just as happy with one of these? I think they're about as nice as the one you like.
Mrs. Adams: Well, no. I don't like them as well.
Salesman 2: But actually, they're very popular models, Mrs. Adams.
Mrs. Adams: Yes, but the other one fits my purpose best — it has the extras I want and the remote control I like. Don't you think you could try and get that model for me?
Narrator: Excellent. You played your part well. The roles have been switched. The prospective buyer is now selling you, the salesman. The issue became not a point of whether the prospect wants to buy, but whether she can get the model she prefers. She became so busy selling you on why she preferred that special model that she completely forgot her skepticism. Now, you, instead of the prospect, will make the decision. You will decide to attempt to get the model she desires. The sale will be closed, and the prospect will not have had to make any decisions. This is what I call switching roles — there are many ways to do it. Here is the next script. Take your place onstage.
