Colporteurs call it the "close"—the most
exciting part of the canvass, because that is when you finish
your presentation and actually sell the book. For those who are
just beginning colporteur work, however, the "close" is often
the scariest part of the canvass. It doesn’t have to be—not if
you know the secrets to a successful "close."
First, keep your canvass short, usually three to
five minutes, depending on the interest of the listener. Talk as
long as necessary to satisfy your customer’s inquiries, but not
so long that they grow bored or frustrated.
After you have introduced your books, you will
need to give the price. Don’t act embarrassed to talk about
money. Instead, remember that many people who bought books from
colporteurs now thank God that they found such precious truth
for such an insignificant price.
For your "close," you might say something like
this:
"You are probably wondering how much these books
cost. Well, if you bought them in the store they would be
$______ (show them the retail price printed on the front or back
of the books). But that’s not what we’re selling them for. We
like to let you decide. Most folks give between $_____ and
$_____ for it. It’s up to you to decide the value."1
Pause for a moment, so the person will know that
you expect him or her to make a decision. If the customer is
still undecided, tell a little more about the books—or review
some of what you have already said. Ask, "Which books are you
most interested in?" and wait for a response.
Avoid negative questions such as "You’re not
interested, are you?" or "The price is too high, isn’t it?" or
"You probably don’t like to read much, huh?" etc. Negative
questions will put negative thoughts in your customer’s mind.
Instead, try positive statements. For instance, say "I know you
will really be blessed by this book," or "I’m sure that this
book will really benefit you."
Don’t feel discouraged if the person refuses the
first book you offer. You should get in the habit of carrying
less expensive books, and perhaps free literature, to use as
"drop-downs." Drop-downs should be priced significantly less
than the books you first present. For example, you may want to
offer something that costs about a dollar, such as Steps to
Christ.
If the
customer still isn’t interested, offer a free tract. However,
resist the temptation to drop down without giving the Holy
Spirit time to work. Even if there is no interest at first, the
customer may decide to purchase the very book he needs to lead
him to the Kingdom.
QUESTIONS & ANSWERS:
Q. "Who is E.
G. White?"
A. 1."Mrs. Ellen G.
White is a popular Christian author." [Note: Don’t blurt out all
the details at once. If a simple answer is not sufficient,
continue to give additional facts until your customer is
satisfied.]
2."She published over 100 books and 4,500 magazine articles."
3. "She lived in the middle 1800s to the early 1900s. Her books
continue to uplift and inspire people today."
4. "She was born into a Methodist family, and later joined the
Advent movement of the mid-1800s."
Q.
"What church do you go to?"
A. "I go to the
Seventh-day Adventist church. People of all denominations are
reading and enjoying these books. They are
non-denomination-specific family books." (Remember that Ellen
White was instructed to write these books for the entire world.)
Q. "What church
publishes these books?"
A. "These books are
printed by __________ [name the publisher]. The publishers are
Christians who believe the Holy Spirit will lead people to the
right church."
Q. "When I buy
these books, where does the money go?"
A.
"The money goes to pay my expenses: gas, time, and the
cost of the books."
Note: Objections and their answers will vary
with the situation (location, financial condition, religious
background, etc.). The Holy Spirit will help you with your own
answers.
