A Sales Classic: The Vacuum-Cleaner Salesman

Attention

1.     The old opener was to throw dirt on your floor. Today, instead there is an offer of a free gift.

Need

A vivid description of the problem

2.     The problem of house dust.

a.      He shows articles about the problem of dust in air conditioned houses.

b.     He shows a highly magnified photograph of a dust mite.

c.      He reminds you of the film of dust that you find on the top of a glass of water you leave out over night.

d.     He scrapes the metal reflector of an industrial-style light across the floor. It kicks up dust that the light catches.

Need, cont’d

A vivid demonstration showing that the current solution doesn’t work

3.     “Do you have a vacuum cleaner? May I see it?” “This is a good vacuum. Lets look at how it works.”

a.      He shines the light at the vacuum exhaust and turns the vacuum on. Dust puffs out.

b.     He vacuums the spot on the floor that he earlier scraped with the light. Then he scrapes it again. More dust floats up.

c.      He explains that the type of filter in your vacuum cannot capture the dust adequately.

Satisfaction

4.     He shows you his vacuum.

a.      He gives a brief explanation of how it works, using a water filter system that catches the dust.

b.     He turns his vacuum on while shinning the light. No dust comes out.

c.      He vacuums over the same spot on the floor he earlier scraped and vacuumed. After he vacuums, he scrapes again. No dust.

Visualization

5.     He shows you all the things his vacuum can do.

a.      Vacuum

b.     Clean your drapes

c.      Power wash the carpet

d.     Freshen the air

e.      Fluff your pillows

f.       Paint your car

Actualization

6.     He summarizes the features of his vacuum and asks you to buy.

a.      He gives the price; offers a discount.

b.     He explains the payment plan.

A Typical Student Persuasive Speech using the Motivated Sequence

This is the speech I gave my freshman year. The issues have changes since then, but the speech worked back then.

Attention

1.     “On the 18^th of April in seventy-five, hardly a man is no alive that remembers that famous day and year of the midnight ride of Paul Revere.” Paul Revere was a volunteer and in his day a volunteer army worked. Today, it’s another story.

a.      Site dramatic statistics of the weakness of the volunteer army.

b.     Give preview of main points.

Need

2.     The problems with the volunteer army.

a.      Statistics: Force strength down

b.     Examples of weakness

Satisfaction

3.     The solution: restore the draft.

a.      Describe plan

b.     Answer objections

Visualization (no actualization step in this type of speech)

4.     Show benefits of the draft

A Soft Sell: A One-night seminar for the general public by a brokerage firm promoting annuities.

Attention

1.     Vivid statement illustrating “You want to get the best of your investment dollar”

Need

2.     The problem with other forms of investment

a.      High yield; high risk

b.     Low yield; low risk

c.      Taxable premiums

Satisfaction

3.     The Benefit of annuities

a.      Moderately high yield

b.     Low risk

c.      Non-taxable premiums

Visualization

4.     Examples of how you could invest in annuities

a.      If your income is x and you are y years old . . .

b.     If your income is a and you are b years old . . .

c.      If your income is p and you are q years old . . .

Actualization

5.     “We have some refreshments in the back. My associates and I invite you to stay and talk with us about your investment options.”