In a 1967 Tom Johnson gave a memorable speech as #1 Dealer of the Year. He simply said, “Thank the Lord for the Ten Steps!” The words ring true just as clear today!
Tom went on praising the 10 steps, “In my opinion, the Ten Steps are the most dynamic presentation in the world! Those few sheets of paper have made us all a tremendous amount of money. Our job is to transfer the message from these pages into the minds of our customers. We should also teach our dealers the most effective use of the presentation. We must guard against the presentation becoming so automatic that we forget the people who will benefit from it.
And don’t forget the people at the home office and factory who depend on our knowledge of the Presentation. Our dealers arouse a new thought process in the mind of many individuals each week. We ignite a spark and increase their knowledge whether or not we make a sale.
We offer a presentation not just a sign. We offer professional knowledge of our business.
We must be more conscious of the feelings, needs and desires of the customer. Make it a habit to leave the prospect smiling and happy.
Be an artist! Paint verbal pictures. Use words connected with the customer’s business. Constantly strive to educate your customer. Pinpoint advantages of our sign and give them a chance to absorb each step.”
Tom’s words are just as true today just as they were 41 years ago. The 10 step program has proven itself over and over for 50 years! If you follow it precisely, you will be successful. Continue to study and practice the Ten Steps every day and you will reap the benefits of a fresh mind and a sharp presentation. Remember, even Signtronix veterans like YOU need to study often!
