It was published by David Ogilvy in June of after being asked by Aga to share some of his "sales secrets" in written form. As such, it may only be of interest to the most ardent of David Ogilvy fans, like me, or those who are interested in the history of cookers or ovens. The Aga, designed by Dr. Dalen and manufactured by master English steel and iron founders, demands a high standard of selling. Selling includes advertising, sales literature and personal contact.
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It was published by David Ogilvy in June of after being asked by Aga to share some of his "sales secrets" in written form. As such, it may only be of interest to the most ardent of David Ogilvy fans, like me, or those who are interested in the history of cookers or ovens.
The Aga, designed by Dr. Dalen and manufactured by master English steel and iron founders, demands a high standard of selling.
Selling includes advertising, sales literature and personal contact. Of these, personal contact with the prospective purchasers is the last link in the chain between Dalen and John Bull.
It might be the strongest. In Great Britain, there are twelve million households. One million of these own motor cars. Only ten thousand own Aga Cookers. No household which can afford a motor car can afford to be without an Aga. They must be hunted out and their interest in Aga roused by personal sales argument. Only by personal contact can you judge whether a household is Aga-worthy. Only a salesman can get the order.
Press advertising and sales literature is intended to facilitate your work and not to do it for you. You can use sales literature as one weapon in your armoury. People are impressed by what they hear far more than by what they read.
They must be talked to about Aga, by you. Only an insignificant percentage will go to shops and ask you to tell them. In the immortal words of Henry Ford, "solicit by personal visitation. Nor is there any inevitably successful method of getting into their houses.
If you have never called on householders as a salesman it will not take you long to find out that there are hundreds of other people doing the same thing. In some towns it is not unusual for as many as twenty salesmen to call at a house in one day.
Few, if any, of them get in. Orders have been given to the maid to keep salesmen out at al costs. But there are ways of getting in and only be constant experiment will you be able to develop what is for you the best technique. There are certain universal rules.
Dress quietly and shave well. Do not wear a bowler hat. Go to the back door most salesmen go to the front door, a manoeuvre always resented by maid and mistress alike. Always find out beforehand the name of the householder.
Be as polite as you know how. Never lose your temper. Never on any account get in on false pretences. Study the best time of day for calling; between 12 and 2PM you will not be welcome, whereas a call at an unorthodox time of day - after supper in the summer for instance - will often succeed. Never "do" a whole street consecutively. If you must carry sales literature, use an expensive looking brief case which cannot be mistaken for a bag of samples.
Some salesmen make their first call without any literature at all, a plan which has much to commend it. In general, study the methods of you competitors and do the exact opposite. Every hour spent in this kind of research will help you impress your prospect. Salesmen are only too often unpopular people in Aga-worthy houses..
Show straight away that you are not of the so-called canvasser variety. Never bully, get into an argument, show resentment, or lose your temper. Do not talk about "your husband" - "Mr. Smith" is less impertinent. Never talk down or show superior knowledge.
The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted. Pretend to be vastly interested in any subject the prospect shows an interest in. The more she talks the better, and if you can make her laugh you are several points up. If she argues a lot, do not give the impression of knowing all the answers by heart and always being one up on her.
She will think you are too smart by half, and mistrust your integrity. Find out as soon as possible in the conversation how much she already knows about Aga; it will give you the correct angle of approach. Perhaps the most important thing of all is to avoid standardisation in your sales talk. If you find yourself on fine day saying the same things to a bishop and a trapezist, you are done for.
When the prospect tries to bring the interview to a close, go gracefully. It can only hurt to be kicked out. Learn to recognise a really valid reason for the prospect being unable to order there are mighty few such reasons. With these reservations you cannot be too tenacious or too persevering. The good salesman combines the tenacity of a bull dog with the manners of a spaniel. If you have any charm, ooze it.
The more prospects you talk to, the more sales you expose yourself to, the more orders you will get. But never mistake the quantity of calls for quality of salesmanship. Quality of salesmanship involves energy, time and knowledge of the product.
We cannot contribute to the first two. The object of these notes is to help you to the third - abetter knowledge of the Aga. And although many of the sales arguments expended here are already well known to all experience Aga salesmen, this manual must contain at least some hints which will prove interesting and helpful to everybody. The attack is the positive task of stimulating the prospect to want an Aga more than anything in the world.
The defence is the negative task of removing obstacles which seem to the prospect to lie between her and her dearest wish. Never get manoeuvred into a permanent defence; it will become a retreat. Defence must be developed as quickly as possible into counter attack.
Positive argument is more persuasive than negative argument. General Statement most people have heard something about the Aga Cooker. They vaguely believe it to involve some new method of cooking.
They may have heard that it works on the principle of "heat storage". Heat storage is the oldest known form of cooking. Aborigines bake their hedgehogs in the ashes of a dying fire. The hay-box came into its own during the War. It is the result of applying contemporary scientific knowledge of combustion, metallurgy, and nutrition to the accumulated kitchen sense of centuries.
The Aga was invited by Dr. Gustaf Dalen of Stockholm. And Dr. Dalen is that rare thing, a front rank scientist who actually applies his knowledge to inventions of material and immediate benefit to mankind. Before inventing the Aga he had perfected a system of lights for lighthouses and buoys, which has been adopted throughout the world, and which at this very moment is saving the lives of sailors on some rocky coast on the other side of the world: just as the Aga is now cooking luncheon for at least one hundred thousand British people.
The everyday influence of Dr. Dalen may justly be compared to that of Signor Marconi. For nine years the Aga has been tested and improved in detail, at huge cost, until to-day it is perhaps the perfect cooker.
For five years it has been in use in our British kitchens. For four years it has been made in Britain by a British company. When the inventor built his wife a house, he looked for, but could not find, a cooker which was capable of every cooking method-baking, boiling, braising, frying, grilling, toasting, stewing, roasting, steaming and simmering.
He demanded that his cooker should be able to do all these things to perfection. As a scientist even more as a husband he was appalled by the enormous waste of heat apparent in the ordinary type of cooker.
He saw that however efficient a cooker could be made, so long as the human factor in the heat control remained, that cooker could never be economical. If he could cut out the human factor in heat control he would give to the world and to his wife their most economical cooker.
So Dr. Dalen produced the Aga. Having got some preliminary remarks of this kind off your chest, find out as quickly as possible which of the particular sales arguments that follow is most likely to appeal to your audience, and give that argument appropriate emphasis.
Stock-brokers will appreciate No. Doctors will understand No.
DAVID OGILVY AGA COOKER SALES MANUAL FILETYPE PDF
Faesar In humbler houses the tank makes it possible to do without the independent boiler in hot weather, or when a caretaker is alone in the house. You can use sales literature as one weapon in your armoury. Any idiot can contract the habits-they become almost reflex actions-of semi-automatic stoking and riddling. Dalen and szles by master English steel and filetypf founders, demands a high standard of selling. Dalen is himself blind. Got any tips and tricks on how to download videos online for free?
The Theory and Practice of Selling the Aga Cooker
The easiest way to caption and translate any video, with crowdsourcing, volunteers, and professional services. August 27, ; Run Time: Be the first to review this item. The combustion is complete and there is no waste. There are no discussion topics on this book yet. There is no reason on earth why they should not go on burning for several more The Daivd kitchen keeps warm all night. The reason for this is that the actual walls of the oven hold sufficiently large quantities of heat to insure that the joint quickly reaches a temperature where the correct carapace or crust is formed, and the natural juices are sealed inside. Aborigines bake their hedgehogs in the ashes of filetyoe dying fire.
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