has to have it, and if you don’t, your prospect will. Or who do you think is going to make a sale? Don’t waste your time! Selling is a constant race against every moment of time. The time you lose today may cost you big business tomorrow by cutting down the number of calls you can make. Don’t forget that the most satisfy- ing daily report is the order you send in. Do you know of any sweeter way to prove to your sales manager that you’re on the job? Don’t distract your prospects’ at-


tention with anything you do or wear. √ Give them a chance to concentrate on your sales talk instead of on your


person. Don’t knock the competitor! The chances are always in favor of falling over yourself if you do. Don’t forget your terminal facilities. If you haven’t any, you’d better get some before you talk yourself out of your prospect’s office.


√ Don’t talk to pros- pects as if you were


making a speech. Re- member that they are potential friends. Are you in the habit of making speeches to your friends? Don’t fail to keep your word – what- ever you do or whatever your prom- ise. One failure raises doubt; the next one raises the roof. Don’t be afraid to tell prospects


all about the product. So you expect them to guess the points you left out and buy from you just because you have an order book in your hand? Don’t forget that there are four steps to every sale: attraction, inter- est, conviction, desire. Have you built them up to the only logical climax? Don’t knock off and celebrate just be- cause you got a big order today. Make hay while the sun shines and while the spirit sparkles – it may rain tomorrow. Don’t forget the tremendous value


of the endless chain. Get every new customer to suggest another. That is one way to make your head-work save you footwork. Don’t pass up a chance to talk


quality. There’s a definite return to quality buying in every line of busi- ness, and every bit of it affects you directly and indirectly.


√ Don’t try to bluff your way through an unfamiliar


situation. It is much better to offer in advance to get the actual facts than to be found wanting later on and be forced to get them. Don’t be afraid to put a little show- manship into your selling. Dramatize your samples, your written material, your sales talk, and all your opportuni- ties as far as you can. You won’t regret it, and neither will your prospect. Don’t forget to talk merchandis- ing and profits to your prospects; that means more to them than your merchandise – and you’ll mean more to them if you do. Don’t cry on your prospect’s shoul-


der. You’re there to cheer them up, not to break them down.


√ Don’t forget that self- starters generate their own optimism and don’t have to be recharged by


the home office. Don’t forget that the more supervi- sion you require, the more overhead expense you run up; and the more expense you run up, the more com- missions you run down. Don’t worry about more territory. Spend your time building up what you now have and you’ll have all the worry you can properly take care of. A terri- tory gives you only what you put into it; if you want more, put in more!


√ Don’t be afraid to show evidence of activity. Every customer not only admires it, but demands


14 | JANUARY/FEBRUARY 2025 SELLING POWER © 2025 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


it. After all, the customer


is the boss! Don’t drop good prospects too soon. You may have worked them up to the very point where someone else gets the business. Is that what you want? Don’t take regular customers too much for granted; they are liable to give you the shock of your life. Keep on selling, no matter how long you’ve known them. Never give them a chance to catch cold. Don’t forget that the hard-to-get


prospect is usually the hard-to-lose customer. Who wouldn’t work a little harder to get a customer they get to keep a little longer? Don’t forget the old saying: “New salespeople are easier to find than new customers.” Watch your step!


√ Don’t “yes” your


customer to death. A salesperson who is too ready to say yes to everything won’t end up with much of anything! Don’t belittle your competitor. Your competition may be just as good as you – possibly better; and, if you don’t keep your eyes open, you may find you’ve been outfoxed! Don’t overlook the value of imagi-


nation. Visualize your objective so your prospect will see it more clearly – and will buy more surely. Don’t force your selling on your


prospect. You can do more and go further with your service-ability.


√ Don’t forget the word “you” in talking to your


prospects. It is a thousand percent more effective and more interesting to them than the personal pronoun “I”! Don’t forget that the customer is always right – and good customers are perfect! Don’t fail to keep in touch with your


prospect and keep your prospect in touch with your business. That’s the only way to develop your business. 


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