FOR MORE THAN 38 YEARS
THE NAME
.J'ENNINGS
HAS MEANT FINE MACHINES
•
O. D . .JENNINGS & COMPANY
Chicago 24, Illinois
4307-4339 West Lake Street
.
'
"Don't Sell the Steak-Sell the Sizzle
In Your Operation!"
By PAUL A. LAYMON
A for
years back a smart sales consultant
scores of prominent firms and
President of Tested Selling Institute, Elmer
Wheeler, coined a little phrase that put
advertising and sales executives up on their
toes the country over. That little phrase
was "Don't Sell the Steak, Sell the Sizzle!"
Broken down to every day talk the phrase
simply meant it was easier to sell by telling
the advantages instead of simply describ-
ing the product. In the case of a steak it
meant that the smell and "sizzle" of a
steak would sell a steak quicker than just
the mere listing of a steak on a crowded
menu.
The same holds ' true in every branch of
business and particularly in operating
where operators have been too prone to sell
the steak and forget the "sizzle." In other
words they opened the door to a location,
shouted "I hav«;: Wurlitzer phonographs, or
the latest Bally game," and then let the
matter rest. A follow through on the "siz-
zle" or a well presented dissertation on
thd operating firm, its program of service
and advantages to be gained by permitting
his organization to install equipment in
that particular location was entirely lack-
FEW
C OIN
MACHINE
REVIEW
16
FOR
APRIL
7944
~~
successfully in other businesses in pre· war
times, that present operators will find com-
petition plenty tough if they are not ready
to cope with this new, business·like method
of winning locations AND holding them.
The "sizzle" is the biggest selling point
in your proposition-the main reasons why
locations will profit more by installing your
equipment and keeping it there. Every
operator will not have the same set of
"sizzles" to present. ' But find them, and
use them, and the resul ts will be in your
favor.
As Wheeler puts it: "The good waiter
realizes he must sell the bubbles-not the
champagne. The grocery clerk sells the
pucker-not the pickles, the whiff-not the
coffee. It's the tang in the cheese that
sells it! The insurance man sells protec-
tion, not cost per week. Only the butcher
sells the cow and not the sizzle, yet even
he knows that the promise of the sizzle
brings him more sales of his better cuts."
Do you believe you do a more conscien·
tious job than the average operator in
maintaining your equipment? If so, there's
18 Millio n Tubes Coming
WASHINGTON-The Office of War In-
formation predicted March 18th improve-
ment in quality and increased production
of a nllmher of civilian items in the next
four months, because of recent revisions of
conservation and limitation orders by the
War Production Board.
At least 18,000,000 of the hard·to-n:et
types of radio tubes are included in the list
of items ,to be made for civilians this year.
The trend ;s towards
,
This practice cannot continue in the
years to follow the conclusion of the pres-
ent war. Our industry has truly grown up
and men are entering it, and thousands
more will enter it after the war, who will
install tested and proven methods used so
a "sizzle" worth using. Do you freq uently
bring in your equipment for recondition-
ing, cleaning and touching up? T here's
another "sizzle." Do you maintain a ser-
vice that you believe, and can explain, sur-
passes the average? Another "sizzle" in
your behalf. Put on your "sizzle specs"
now and look at your own "sales package."
Then write down the one, five, ten, or
twenty "sizzles" you find-in the order of
what at first blush you believe will be of
importance to your location prospects.
Once you have used your "sizzles" suc-
cessfully and planted your equipment
firmly in the spots you want, your next, and
very important job, is to keep it there and
keep the location owner believing no one
else can serve him better or more effici-
ently. Mentally assume an attitude that
you are "on probation" in every location
you have and never let down on your pro-
gram of selling the location owner on the
"sizzles" (advantages) of keeping your
equipment. Buying him a drink every time
you run into him doesn't mean you are
selling him anything. You're simply show-
ing you are a "right guy" and in many
cases the -location owner thinks you are a
push·over for free drinks, or a chump he
can drain for a few drinks every time he
sees you. Instead, be the business man
that vou are. Meet your location owners
as f~llow business men and demonstrate
your "You-ability" - the ability to get on
the other side of the fence-to see you and
your equipment as your location owner
sees you and thinks of you, and then direct
your remarks accordingly. Have your "siz·
zles" ready before the steak is ever put on
the fire and you can't lose.
Buried in every spool of thread, in every
row of safety pins, in every automobile, in
every insurance policy, in every grocery,
, drug. or toilet goods item, in every coin
machine installation, are reasons why they
are accepted, and desired, by those that
have them. Those reasons are your "siz-
zles," Don't underestimate them, and start
using them today!
VICTORY IN '44
No new games will be made for the duration, but you c:an keep your old games up to
date w ith attrac:tive and c:olorful
VICTORY GAMES CONVERSIONS
Only fi ve minutes required to make the se startling c:hange-overs right on loc:ation . No
s killed labor or tools required . Ne playing time lest .
If You Want
to Buy
COIN WRAPPERS, COIN
CHUTES ond SUPPLIES
- - SEE--
PAUL A. LAYMON
DISTRIBUTOR
Your Total Cost
Per Game Is ,
Only
$9 50
F. o. B.
Chicago, III.
and here is what you get-A NEWLY DESIGNED . MU l TI· COLORED SCORE GLASS, a
NEW SET of TWO·TONE, LARGE S IZE , ILLUSTRATED BUMPER CAPS made to fit small
er large bumpers, and New Instruc:tions an,d Sc:ore Cards .
I
Now Ready for Immediate Shipment-
BOMB TH E AX IS RATS i or Star At.t..-a c:t ion
KNOC K-OUT THE JAPS fo r Knoc:k·Out
SINK THE JAPS for Seven-Up
SMACK THE JAPS for Ten Spot
HIT THE JAPS for Gold Star
BO MBARDIER for Vic:tory
SLAP THE JAPS for Stratoliner
WORLD SER IES for Seve n.Up,
•
MISS, AMERICA for All Amerlc:an
I
WRITE, W.lRi,. .OR PHO NE YOUR ORDER TODAY.
VICTORY GAMES, 2142 ' Southport Ave.,
Chicago 14, III.
America's foremost manufacturers of Pin Game Conversions .
Watch for "ON ,DECK"-A
THE BLUE BLOODS OF THE
C~n verc;i on
iN~USTRY READ THE REVIEW EXCLUSIVEL Yl
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