Jim: I have come to learn from the master. How do you sell so much stock? I know that you aren't studying those reports. So, give.
Mike: Uh, I'd rather not divulge my secrets.
Jim: In this case, you will tell me, or the boss is going to find out who took his cigars.
Mike: (smiling) I suppose it won't hurt to tell a man of your integrity.
Cold-call 20 prospects, and maybe 16 will listen to you. Tell them that they are wise to be skeptical of a new broker, but that you are willing to prove that you know what you are doing. No obligation.
Give each prospect the names of 4 stocks that have good analytical ratings. We know that they are just as likely to go up as go down. Use 4 different stocks for each person, so you can't be too unlucky. Don't sell them anything yet. Keep good records. Wait a while, call back the "winners", and then sell, sell, sell.
Jim: That doesn't seem like it is going to work.
Mike: So, you aren't too good with numbers. Here is the breakdown.
Each of your stocks has about equal chances of going up or down. After a few weeks, they will all change at least a little. There are 4 of them for each person, so on average the 16 results for 4 stocks work out like this:
People % GoesUp Reputation ----- ----- ------ ---------- 1 6.25 4 Wizard 4 25.00 3 Analyst 6 37.50 2 Who needs you? 4 25.00 1 Idiot 1 6.25 0 Jinx --- 16One prospect out of 16 saw all the stock picks go up, and 4 out of 16 saw three stocks go up. There are 5 prospects who now think that you are a Wizard or Analyst. Sell them stocks with dividends, and it may take forever for them to catch on that your advice is only average. In a down market, show them that their stocks didn't go down as much as they could have. In an up market, you may get 11 converts instead of just 5.
Jim: That is beautiful! But, what if they catch on?
Mike: Our cold-call lists are wide and deep. There are always more fish in the sea.
Jim: OK, thanks, I'm not telling anyone else in our shop. You know (thinking) this would work pretty well in a lot of sales situations, even in politics.
Mike: (smiling) Yeah.
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