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Large One?
By Craig Garber
Here's a proven, and truly easy way to start increasing
your sales, immediately.
All you need to do is add these 2 words to your selling
system, and you're good to go.
In fact, this trick's so good, I wish I could take credit
for coming up with it, but the truth is, it comes from a
little-known marketing legend.
Here's the deal:
In 1947, Elmer Wheeler was one of the best-known
salesmen of his time. His "Wheeler Institute of Words"
developed a "best practices" of selling, by testing a
variety of words in over 19 million selling situations.
I'm right in the middle of reading one of Elmer's most
famous books, "Tested Sentences That Sell".
And here's a great little selling trick that comes straight
out of this book:
Ever go into a restaurant and order a drink?
Of course you have.
And what does your server usually ask you, right after
you place your order?
They usually say "Small or large?", right?
Well, imagine for a moment... you're the owner of this
restaurant.
Do you have any idea how much your sales would
increase over time, if... instead of saying "Small or
large?" after your customers ordered their drinks ... you
told your servers to instead, say...
"Large one?"
Let me take the guess-work out of this and make your
job easier for you.
Elmer Wheeler tested this experiment out in five-
thousand separate selling situations. And the results
showed, when your server asked "Large one?"...
7 out of every 10 people, answered "Yes!"
So, let's say a large soda costs you 35? more than a
small soda -- are you with me on this? This
means, by saying "Large one?"... 7 out of every
10 customers that walk through your door, end
up giving you an extra 35 cents!
Now you may be thinking, "So what?... It's only
35 cents."
A-h-h-h, but remember....
Little Hinges Swing Big Doors Open!
Follow me here for a minute: If you've got 5
servers... and each of them does this with 100
customers a day, this means each of them will
be serving large sodas to an extra 70 people a
day.
That's an extra 350 large soda sales a day. (5
servers x 70 large sodas each).
350 extra sales, at 35? each, is $122.50 a day
in extra gross sales for you... which translates
into $857.50 extra a week, and over 52 weeks,
this turns into...
$44,590 Dollars A Year... With ZERO Extra
Marketing Costs Involved!
Not bad, hey?
And if your large sodas cost 50? more than your
small sodas, in that case, your annual bump in
gross sales would be $63,700 Dollars!
70? more? O.K., that one's easy -- just double
the 35? figure -- now you're selling $89,180
Dollars more!
See how easy this stuff is?
It's insane, isn't it?
But what if you don't have a restaurant?
How can you use this trick in your business?
Well, let's say you own a photography store.
When people are filling out their forms to get
their pictures developed, instead of saying
"Singles or doubles?", you can say "Doubles?".
If you own a landscaping company, instead of
asking "Shrubs and lawn?", you'd say "Whole
yard?"
And if you're a hairdresser, instead of asking
"Cut and shampoo?", you just say "Shampoo?"
Make sense?
When it comes down to it, the basic premise of
this selling trick, is...
If You Don't Ask... You Don't Get!
But polishing your request up so it's "benefit-
oriented" to your prospect... makes this work
smoothly... effectively... and without looking like
you're trying to "sell more".
Notice how you're not asking "Do you want a
large soda?" -- you're just saying "Large one?"
See, you'll have to experiment a little bit to find
out what works best in your situation, but not
you've at least got one helluva head start on
things, no?
And can you think of any easier way to make
this kind of extra money?
Elmer Wheeler really was a "selling genius" and
you'll pick up quite a bit from him.
And, from the excitement and enthusiasm he
comes across with, you know he enjoyed his
work.
Here are a few of Elmer's famous quotes:
"Your first 10 words are more important than
your next 10,000."
"People seldom want to walk over you until you
lie down." And...
"Don't sell the steak, sell the sizzle."
Unfortunately, Wheeler's books are all out of
print. You'll find them showing up pretty
consistently on e-bay though, and, you can also
find some of them on www.abebooks.com or
www.alibris.com.
P.S. Remember, little hinges really DO swing big
doors open -- and success lies in the margins,
not in the vast open spaces. So keep your mind
open to finding the small things that others...
are letting slip... through the cracks.
About the Author
Craig Garber is America's Top Direct-Response Copywriter. Uncover hundreds of FREE direct-response copywriting and marketing tips that dramatically boost your sales and lift the response of your marketing, on his website: http://www.kingofcopy.com
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