Salesmen are trained to use a
system to sell a car: either a canned presentation or a selling
cycle. A canned presentation is nothing more than a
memorized speech someone else wrote. The salesman commits it to memory and
mouths the words to the customer. An experienced salesman can give a
canned sales talk and you would bet money he had never used those exact
words on anyone else before. Your impression is that everything he says is
spontaneous. A salesman may subsidize a canned talk with a
selling cycle or vice versa. A selling cycle is a step by step method of
selling that allows the salesman to control his customer from start to
finish. He will cover one area one step of his system, and
then move on to the next step. When the cycle is finished, it is extremely
difficult to say no to his final request for the sale.
Salesmen who are fresh to the business are usually nervous about using a
canned talk; they feel that you are aware that it is just that, a canned
talk. The timing of a novice salesman is generally poor. He may start to
say something entirely out of context to what is happening, stop himself
in midsentence, and start off in another direction.
This could also happen to you as you read this book and acquire information
and tactics foreign to your natural personality.

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