Читать книгу Selling Home Furnishings: A Training Program - Walter F. Shaw - Страница 54

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Ability to talk well is an invaluable asset to the salesman of home furnishings. It will not take the place of a winning personality, or of energy, enthusiasm, and knowledge; but it will raise any or all of these factors to a higher power, and make them vastly more productive. An unpleasant voice, stumbling and hesitant utterance, faulty grammar, and a narrowly limited vocabulary are serious handicaps.

Even in small and ordinary transactions, and in dealing with customers whom you might not suppose to be observant, careful choice of words is highly important. Avoid slang, bad grammar, and careless habits of expression because these will not help you with any customer, while with many they will arouse a sort of intellectual contempt likely to result in sales resistance. How often do we meet with salespersons whose only descriptive words seem to be: Nice, swell, smart, grand, slick, gorgeous, elegant, stunning, pretty, and lovely.

It is particularly important to avoid the easy habit of using the same few words over and over again for description or characterization. Many of us, without the least realization of what we are doing or its probable effect will assure the same customer that 10 pieces in succession are beautiful. That certainly will not increase her desire to buy; but it may well diminish her confidence in us as intelligent and discriminating guides to such a purchase. A varied vocabulary is a wonderful asset in selling.

Training to use a wider range of words.—It is easy to form the habit of using a wider range of words since we know the words already, and nothing is required but practice in employing them. And it is highly important, because in order to make sales of any importance, we must first sell ourselves, and language is a close third, at least, to appearance and manner as a means to customer confidence. With many buyers it comes first. A few lists of words are set down here in the hope that they may prove of some value:

An article may be beautiful, handsome, good looking, lovely; or of charming, pleasing, delightful, satisfying, smart, modish, stylish, or fashionable appearance; of flawless, superb, appealing, moving, striking, notable, gorgeous, picturesque, distinguished, colorful, or exquisite beauty.

Its design may be sturdy, staunch, vigorous, structurally sound or adequate, impressive, stately, dignified, chaste, delicate, dainty, refined, simple or of a charming simplicity; ornate, ornamental, elaborate, highly decorative; with trim, smart, or graceful lines, in good, rare, or perfect taste; of great, unusual, or rare distinction.

Its surface may be ornamented, embellished, adorned, decorated, garnished, arrayed, or beautified with ornament that is intricate, gem-like, jewel-like, or of exquisite, or finely wrought detail.

Its lines may be straight, direct, strong, vigorous, virile, incisive, clean, forceful, masculine; curved, soft, luxurious, graceful, gracious, suave, sinuous, yielding, flowing, or feminine.

Its colors may be rich, vivid, brilliant, gorgeous, glowing, gay, stimulating, inspiring, exhilarating, cheerful, flushed, clear, unfaded; soft, sober, mellow, softly blended, quiet, restrained; polychromatic, many colored, a rich mosaic of color; its color scheme, smart, in today's mode, direct from Fifth Avenue; popular, intriguing, refreshing, satisfying, or delightful.

Its texture may be fine, smooth, satiny or satin-like, velvety or velvet-like, lustrous, glossy, caressing; vigorous, open, or rough.

It may be comfortable, comfort-giving, restful, reposeful, soothing, inviting; give an impression of ease, easy comfort, cushioned ease; invite rest, repose, or relaxation.

These words will be especially useful in the process of "high-lighting" or introducing a piece with a brief characterization designed to enhance its value before the serious work of selling it is undertaken, as in the phrase, "Here is an armchair of flawless beauty," employed in introducing the Chippendale chair.

Technical terms, provided you explain them almost immediately, are effective. To speak of the cabriole or the term leg, the Spanish or the bun foot, the saltire or the silhouette stretcher, or of marquetry, vernis martin (pronounced, roughly, ver-nee mar-tang) bombe fronts or varquenos will not harm you with any customers, while with many it will serve to intrigue interest, deepen appreciation of the importance of furniture, and add to your own prestige as a man who knows the details of his business.