INTRODUCTORY
CHRISTIAN SALESMANSHIP
SALESMANSHIP I
Presented by:
Howard F. Faigao, Director
Publishing Ministries Department
General Conference of SDA
OBJECTIVES AND EXPECTED RESULTS
The LE student will understand the threefold
preparation needed for successful Literature Evangelism.
The LE student will know the different types or styles of
non-Christian selling practices to be avoided and the
ideal and professional salesmanship to be followed.
The LE student will be well acquainted with the
progressive steps of the Sales Interview and the sales
principles involved in each step.
The LE student will be able to master a canvass talk,
demonstrate a role-play, and do actual field sales
interview.
NOTE TO INSTRUCTOR
In order to accomplish the objectives of this course, the
number of hours for each section of the training are
recommended as follows:
Required number of hours:
 Lecture
 Role Play
 Field Work
 Review
 Total
-------------------------------------------------------------------------------------------------------------
6 Hrs
2 Hrs
12 Hrs
4 Hrs
====
24 Hrs
Introductory Salesmanship
GENERAL
OVERWIEW
PROPER-SALES
INTERVIEW
A. Definition of Terms A. Attention
B. Types of Selling
B. Interest
C. Sales Process
C. Desire
D. Preparation
D. Action
POST-SALES
INTERVIEW
A. Building Good
Will
B. Evaluation
FROM THE PEN OF INSPIRATION
“More than one thousand will soon be
converted in one day, most of whom will
trace their convictions to the reading of
our publications” (CM p. 151).
FROM THE PEN OF INSPIRATION
“The press is a power; but if its products
fall dead for want of men who will execute
plans to widely circulate them, its power is
lost ... By judicious calculation they can
extend the light in the sale of books and
pamphlets. They can send them into
thousands of families that now sit in the
darkness of error.” (Testimonies Vol. 4, p. 389)
FROM THE PEN OF INSPIRATION
“We must carry the publications to the
people and urge them to accept, showing
them that they will receive much more
than their money's worth.”
Ibid., pp. 389, 390, 392
DEFINITION OF TERMS
SALE - is the transfer of title or ownership of
property, goods, service or idea from one person
to another for a price.
SALESMAN - is the person who brings about
the above mentioned transfer.
SALESMANSHIP - is the ability to convince
or persuade people to buy or barter goods,
property, idea or service according to what will
best suit their needs.
FACTORS IN SELLING
Producer
-
Publishing House
Product
-
Books & Magazine
Salesman
-
Literature Evangelist
Market
-
People
Types of Selling Approaches
INAPPROPRIATE SELLING
PRACTICES
CHRISTIAN AND PROFESSIONAL
SALESMANSHIP
Inappropriate Selling Practices
The Flatterer - keeps on flattering the prospect.
The Liar
- promises fantastic guarantees which are not so.
The Beggar
- uses begging as the way to selling.
The Briber
etc.
- promotes kickback, representation expenses,
The Intimidator - uses threat to intimidate the prospect.
The Peddler
- like a “walking store,” bringing all items,
allows the prospect to choose the item he prefers to buy.
The Order-Filler - gives the costumer only what he asks for.
The Unethical
- exhibits unethical behavior to make a sale.
High Pressure
- uses force in selling.
Christian and Professional Salesmanship
Satisfying Customer’s Needs
 Professional salesmanship is a Christian and
professional way of conducting his work.
 It is primarily concerned with the satisfaction
of the costumer’s needs.
 He diagnoses the need of the prospect and
presents his products accordingly and
convincingly.
Christian and Professional Salesmanship
LE as Missionary Salesman
A literature evangelist is a Missionary Salesman.
Therefore, he must choose only selling practices
which are in accordance with Christian principles.
“Canvassers need to be daily converted to God,
that their words and deeds may be a savor of life
unto life, that they may exert a saving influence”
(CM, p. 48).
Phases of Sales Process
PRE-SALES PREPARATION
o The Literature Evangelist does his
preparation before going out to work.
PROPER-SALES INTERVIEW
o The LE does his actual Sales Presentation in
the presence of the prospect.
POST-SALES EVALUATION
o Accomplished after sale is consummated.
Pre-Sales Preparation
SPIRITUAL UPLIFTMENT
Literature Evangelism is a ministry of leading
men and women to Jesus Christ. Therefore, it
must be conducted from a spiritual standpoint,
and the Literature Evangelist must be a deeply
spiritual worker. He needs . . .
o Complete Dedication
o Soul-Winning as the principal objective in mind
o Obedience to Heavenly Principles (tithe, offerings
and others)
o Study of the Bible and Spirit of Prophecy
Pre-Sales Preparation
MENTAL PREPARATION
Knowledge of the Book You Sell
o A knowledge of the Facts - Know the number of
pages, pictures, editions, languages, books sold,
chapters and articles, type of binding, author & etc.
o Knowledge of the Benefits - Identify the benefits
provided by each book/literature he sells.
Memorizing a Standard Sales Talk
Benefits of Memorized Canvass
It provides the best approach and selling points used
and proven effective by most successful LEs.
It provides concise yet accurate facts and benefits
about his books and magazines.
It eliminates repetition and saves time for both the
salesman and the prospect.
It guarantees effective sales presentation by having
the sales points arranged in a logical sequence.
It gives self-confidence to the LE, especially to the new
ones.
Pre-Sales Preparation
CANVASSING TOOLS
Well Illustrated Prospectus
Presentable Briefcase
Clean Book Samples
Contract Forms and Receipts
Nice Looking Pen
Recommendation/Introductory Cards
Prospect's Information
STEPS OF PROPER SALES
INTERVIEW
A - ATTENTION
I - INTEREST
D - DESIRE
A - ACTION
Steps of Proper Sales Interview
1. Approach
A - TTENTION
2. Bridging to
the Heart
3. Bridging to the
Mind
I - NTEREST
4. Creating the
Need
Steps of Proper Sales Interview
5. Product
Presentation
D - ESIRE
6. Handling
Objections
7. Closing the Sale
A - CTION
8. Sales Contract
Steps of Proper Sales Interview
ATTENTION
INTEREST
DESIRE
ACTION
1.
Approach
2.
Bridging to the Heart
3.
Bridging to the Mind
4.
Creating the Need
5.
Product Presentation
6.
Handling Objections
7.
Closing the Sale
8.
Sales Contract
Attention
1 - APPROACH
Pre-Approach
This begins the moment the prospect sees you. So, it is
important to conduct yourself or act impressively even
before you see the prospect.
o
o
o
o
o
Have proper attire and physical appearance.
Exhibit a positive attitude.
Walk briskly. The prospect may be observing you.
Knock at the door firmly.
Take a step backward as you wait for the door to
open.
Attention
1 - APPROACH
Approach Proper
This is accomplished when the LE and the prospect meet
each other, usually at the door. It is important to do this
properly in order to gain entrance into the home. As the
door opens, greet him and introduce yourself. Example:
“Good morning, Mrs. ____________? I am
____________ of the Home Health
Education Service. My visit is in the interest
of your children, Mary and John. May I step
in as I explain briefly? Thank you!”
Attention
2 - BRIDGING TO THE HEART
This is a process of creating and building the confidence of
the prospect:
Establish good rapport and win the prospect’s
confidence through respect, courtesy, and friendliness. Be
enthusiastic. Enthusiasm is contagious.
Know your prospect, together with the family members
Mention favorable comments about them which you
learned through “advance information” from previous
customer.
Attention
2 - BRIDGING TO THE HEART
Talk to the prospect about his interest or about
things which he loves, like:
i. Flower Garden
ii. Wall Paintings
iii. Children
iv. Pets
v. Hobbies
Interest
3 - BRIDGING TO THE MIND
This is designed to alert the customer’s mind as you begin
creating the needs. Approaches:
A. Statement of Concern – By sharing your burden
with honest and sincere interest in helping people cope
with present and potential problems which is the main
objective of your visit.
B. Current Events – By mentioning current events,
showing newspaper clippings and mentioning new from
radio and TV.
C. Use of Startling Facts – By using startling facts or
statements to arouse the prospect’s curiosity.
Interest
3 - BRIDGING TO THE MIND
Statement of Concern - Example
“Mrs. Johnson, there is a growing concern
among parents today regarding the influence
of the secular society upon our children. Drug
abuse, television, and destructive literature,
especially pornography, are taking their tool
upon the youth of our country. Parents are
asking what they can do to. . . .”
Interest
3 - BRIDGING TO THE MIND
Current Events – Example
“Mrs. Garrett, in these newspaper clippings
that I gathered sometime ago, there is a story
of a mother who gave birth to a baby having
two heads coming out from one body. The
newspaper said that the mother had been
smoking and taking drugs during her
pregnancy.”
Interest
3 - BRIDGING TO THE MIND
Use of Startling Facts – Example
“Mr. Edward, do you know that 56% of all
deaths are the result of heart diseases?”
Interest
4 - CREATING THE NEED
(PROBLEM)
Most people are not aware of potential
problems that may occur to him personally or
his family.
It is the responsibility of the LE to Identify
and Create the problem-need of the prospect
in his conscious mind.
The Question is HOW ???
Interest
4 - CREATING THE NEED
(PROBLEM)
Use a well-arranged pictorial prospectus and newspaper
clippings to accomplish the following:
 For Character Building Books:
1. Show the evidences of increasing juvenile delinquency.
2.Show the dangers of using drugs and the evil effects of
destructive literature and television.
 For Spiritual Books - Point serious world condition.
 For Medical Books - Explain the increasing number of
illnesses and the excessive costs of medical treatments.
Interest
4 - CREATING THE NEED
(PROBLEM)
These problem-needs can be transformed into the
different categories of Buying Motives.
Why do people buy Books?
From Needs to Buying Motives

Fear and Security – Increasing juvenile
delinquency; increasing number of illnesses; dangers
of using drugs.

Pride – The aspiration of having successful, welltrained, and professional children; psychological
satisfaction of being classified into families with
complete educational and professional library.

Knowledge – The desire of housewives for knowledge
on how to cook for their families; desire of husband
and wives to know the secrets of having good family
relations.
Desire
5-PRODUCT PRESENTATION
(SOLUTION)
The presentation of the books must be focussed on
How they will meet the needs already created in
the mind of the prospect. They must provide …
“Solution” to the “Problem – Need”
HOW?
Desire
5-PRODUCT PRESENTATION
(SOLUTION)
Know all the facts of the book he is selling:
o
o
o
o
Authorship
Contents (chapters, colored pictures, pages, etc.)
Physical make-up (binding, cover, paper, size)
Other features (number of editions, copies sold)
Identify the benefits of each fact and present
both of them in logical sequence.
Desire
5-PRODUCT PRESENTATION
(SOLUTION)
Explain the following benefits before closing:
o Character development
o Medical savings
o Good health and happy home
o Peace of mind
Desire
5-PRODUCT PRESENTATION
(SOLUTION)
Picture the benefits in terms of money!
Example:
“Mrs. Johnson, this volume of “Healing Wonders of
Water” contains 45 practical ways of treating different
illnesses. This book costs you only US 10.00. That means
only 22 cents per healing treatment. And you can use
these ways over and over again!
Isn’t such service a worthy investment for the health of
your family, Mrs. Johnson?”
Desire
6 – HANDLING OBJECTIONS
What is an Objection?
When do Objections Arise?
Why do Prospects Make Objections?
How do you Handle Objections?
Desire
6 – HANDLING OBJECTIONS
WHAT is an Objection?
Objection is a Reason or an Excuse given by the
prospect for not buying or delaying his/her
decision to purchase.
Desire
6 – HANDLING OBJECTIONS
WHEN do Objections Arise?
At the Door
Objections at the door may arise when the LE is
slow in establishing a friendly contact.
Sometimes the prospect had a bad experience in
the past and is prejudice to any salesman.
During the Sales Presentation
Objections occur at this stage of your Sales
Interview when the prospect has no interest.
Desire
6 – HANDLING OBJECTIONS
WHY Do Prospects Raise Objections?
 Failure to Create the Need – Prepare the mind of
the prospect by showing statistics or reports that will
make him aware of his needs.
 Failure to Identify Benefits – When the prospect
doesn’t see the Benefits, he will object. Therefore, after
successfully alerting the prospect of his needs,
enumerate the benefits of your product and how they
will meet those needs.
 Monotonous Presentation – Conduct your
presentation in a dialogue, inviting the prospect into the
conversation by asking “pertinent questions.”
Desire
6 – HANDLING OBJECTIONS
Categories of Objections?
 Pretense Objections
The prospect raises objections based on pretentious
reasons.
 Self-Generated Objections
The objection is caused by the poor performance of the
salesman.
 Valid Objections
These types of objections caused by reasonable
circumstances, like time element and emergencies.
Desire
6 – HANDLING OBJECTIONS
HOW to Handle Objections
Properly handled, Objections can be Friends and
not Foe.
 Be calm, appear relaxed, and smile.
 Listen to the prospect.
 Thank the prospect before attempting to
explain.
 Review the potential problem-needs and
summarize the benefits again.
Action
7 - CLOSING THE SALE
WHEN is the proper time to close?
 Many Literature Evangelists make the mistake of trying
to close too early before the prospect understands the
benefits.
 Others miss earlier opportunities of closing by waiting
until the entire sale presentation is over.
 An alert Literature Evangelist must be aware of Buying
Signals.
Action
7 - CLOSING THE SALE
Buying Signals
Spoken Words
The prospect may ask . . .
Physical Actions
The prospect may . . .

For the price
 Raise his eyebrows

That you repeat some
details
 Give a nod

About delivery time
 Make positive looks

Or give you other
verbal indications of
interest.
 Keep on looking at the
contract receipt
 Get the book from you for
personal examination.
Action
7 - CLOSING THE SALE
Steps in Closing the Sale:
 Always put God’s things first.
 Picture future benefits.
 Summarize the benefits in order to exalt the
value and to minimize the price.
 Be positive. Always have the attitude the
prospect will buy.
Action
7 - CLOSING THE SALE
Methods of Closing
“Alternative Close”
“Which binding would you prefer the hard bound or
paper bound?”
“Which language is more favorable to you, the English
edition or the local language or dialect translation?”
“When would you like this book delivered to your home,
on June 15 or July 15?”
Action
7 - CLOSING THE SALE
Methods of Closing
“Ask for the Order Close”
This is accomplished by simply implying that the
prospect will buy. Examples:
“When would you like your copy or this set
delivered to you?”
“Would you please write your complete name
and address here, Sir?” (Show the contract
receipt).
Action
7 - CLOSING THE SALE
Methods of Closing
“Benefit Summary Close”
This is done by summarizing all the benefits
provided by your books or literature.
Action
8 – SALES CONTRACT
CASH SALES
In countries where the circulation of our literature
is done on Cash basis, this process is quick and
simple. All you need to do is to issue the sales
invoice.
Action
8 – SALES CONTRACT
ORDER BASIS
After the contract for the order has been completed and
signed, the LE has to request a Down Payment or a
Deposit. WHY?
To make the order contract more binding.
To make it easier for the prospect to pay upon delivery.
Ex
“Mrs. Cruz, we still have one section here not filled up –
the deposit. Usually, it is 50%, but we can arrange for
you even 20% only. The bigger the deposit, the easier it
will be for you to pay the balance during the delivery.
How much will you prefer?”
Steps of ProperSales Interview
ATTENTION
1. Approach
2.Bridging to the Heart
INTEREST
3.Bridging to the Mind
4.Creating the Need
DESIRE
5.Product Presentation
6.Handling Objections
ACTION
7.Closing the Sale
8.Sales Contract
Post-Sales Interview
1 - BUILDING GOOD WILL
Commendation and Appreciation
Commend the prospect for the good decision
he made to buy.
Re-assure him about the benefits of the book.
Post-Sales Interview
1 - BUILDING GOOD WILL
Requesting for Advanced Information
Advance information enhances the capability of the
Literature Evangelist to gain entrance to the home and
develop friendship with the prospect.
a. Name
b. Job
c. Children and Age
d. Religion
e. Interest
f. Special Problem
Promise your costumer that this information will be
kept confidential.
Post-Sales Interview
1 - BUILDING GOOD WILL
Re-Establishing Friendship
At the start of your presentation [Proper-Sales
Interview], you already have established friendship
with your prospect. Now he is your costumer.
Re-assure him that you also are now his friend.
Enroll him to the VOP Correspondence Course.
Request to offer a prayer.
Promise him to come back when new books are
available.
Post-Sales Interview
2 – EVALUATION – (AT HOME)
Review of Presentations (Canvass Talk)
When home at night, it is beneficial to review
your sales presentations done during the day.
Analyze where you have succeeded,
Where you have failed, and
Why.
Post-Sales Interview
2 – EVALUATION – (AT HOME)
Review of Objections
Recall and analyze all the objections you met
during the day.
Study possible solutions and how to handle
them efficiently next time.
Endeavor to constantly improve your
techniques.
Conclusion
“The canvasser [Literature Evangelist]
should not rest satisfied unless he is
constantly improving” (Testimonies, vol. 5, p. 396).
He should be “constantly improving in
manners, in habits, in spirit, in labor”
(Gospel Workers, p. 283).
THE END