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How to Talk Business to Win:

Fixing Upon an Advantageous Time and Place For Your Interview

The shrewd talker, like the military expert, next wants to know where and when he is to meet his man. There is an art about choosing a favorable time and place for an interview. You can make your time and place shut out interruptions, reach your listener while favorably placed and friendly, assure you an opening, utilize the advantage and self-assurance of your own office and afford demonstrations or schemes looking to the right decision (Chart III). Getting an appointment gives you an introduction, saves your time, assures you against missing your prospect, dignifies your business and puts you in a position to work out the details of your interview with some certainty. Now that you have determined the forces and located the battleground, you can map the course of your interview, (Chart IV)—the approach, the body of the talk and the withdrawal. To reach and interest your man is a problem to be met with originality and audacity. The vital thing is to make sure that you get in and get your listener's favorable attention focused upon your proposition. Lift yourself out of the ordinary. Don't be one of the unaccented callers of the day's routine. Wake yourself remembered. The actual clash for the decision you seek is made up of four essentials: Arousing interest by an appeal that touches your listener's wishes and stirs his curiosity; Making him feel favorable to your offer through demonstration—through an attractive appeal to the eye, by sound, fragrance, taste, touch; Carrying his desire for your proposition to the highest possible pitch by manner, demonstration, proof, recommendation and phrasing which put aside objections and win both his thoughts and his feelings; Crowding him to a favorable decision by making retreat difficult and assent a matter of course. The plan of an interview, however, should not stop even when you have mapped your way through these steps. Whether you win, lose or encounter a postponement, your manner of capping the talk can also be turned to advantage. In handling an interview by a set scheme or layout, one other point is essential—keep your plan flexible—don't let the unexpected take you off guard. Get hold of the principles (Chart V) that lie behind the man-to-man maneuvers of a shrewd talker and you can adapt your plan instantly to new circumstances. Make your bearing add value and worth to your proposal; let your straight-forwardness win your listener's confidence. Place your interview where such "sidetracks" as visitors, telephone calls, the arrival of mail and interruption by higher officials will be avoided. Other interruptions, prejudices and counterattacks cannot be foreseen, but to consider these possibilities beforehand enables you to work out remarks and schemes to neutralize them. Foresight will go far to fortify your command or control of the situation—the most vital thing of all factors in winning the talk (Chart VI). How to Strengthen the Weak Points of Your Interview Plan An electrical equipment salesman has gone even beyond planning his interviews. He keeps a record (Form I) of every talk, by which he detects the points where his attack has weakened. Every day he cheeks up the results of his interviews, noting how far he carried the talk successfully in each case. By scoring up the different columns from week to week he finds just where his attack fails and needs to be reinforced. "I talked to fifty men this week," he muses, as he goes over his "batting average." "Forty-five times I got in—good enough. Thirty-eight times I had my man listening to my proposition—not so bad. Thirty-three men were genuinely interested and I made my demonstration count twenty-five times. But what's this—only seven prospects seemed enthusiastic for my line? My climax talk—my argument, proof or ability to convince —needs overhauling. Perhaps I have been too technical." And he at once begins to work to make men want what he has. Tests tell - and the record which points out a weak spot in your talk enables you to develop a better plan, more forcible wording or a more clever scheme than the one that is failing. Success is built by any plan which thus turns yesterday's "No" into tomorrow's "Yes." Extracted from "How to Talk Business to Win". Download the complete ebook from SuccessEsource.com for $5 (PDF format).

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