Subject: Educating the Public

From: [email-masked] (MR WILLIAM A HOCHELLA)
Date: Sat, 16 Mar 1996 11:06:57 EST

To All,
I seem to have pushed my own hot button on this subject.
John Q. Public would not know a hand forged item if you hit him in 
the head with it and worse yet most of the time he could care less. 
Even with an explanation as to what is forged or cast or cut and 
pasted, most of it just blows by. I would imagine a lot of this comes 
from the movement of our economy from manufacturing to service. I 
volunteer with the Park Service at Hopewell Furnace in Eastern PA as 
their Master Blacksmith. When I am at the site, I get a shot at about 
100-200 people per day.  Some of it sinks in, most of it bounces off. 
I think I know what the average teacher feels like. 
We, as a group, have pulled the art, the history, the technology and 
the love of Blacksmithing out of the jaws of oblivion. We have to 
make sure that it does not end up there again. Education is the key 
to our continued growth and development.

I will put away my soapbox for a little while.

Regards,

Bill Hochella

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From: Chris Kilpatrick <[email-masked]>
Date: Sun, 17 Mar 1996 15:02:43 -0800

I am not much of a blacksmith, but I am a good salesman, so here 
goes:

When you instruct Johnny Q.  remember FAB-SPACED

f=features
a=advantages
b=benefits

Show a feature, explain the advantage then show your customer the 
benefit to them

s=security
p=performance
a=acceptability (status symbol)
c=comfort
e=economy
d=durability

Each benefit must be based on one of the above.

example:  This piece features hand forged welds, the advantage to that 
is a more complete weld and no tell-tale torch signs.  The benefit to 
you, sir, is a more durable piece that is more beautiful and a true piece 
of art that the discerning connoiseur can appreciate.

Also, practice what you will say to your customers when they bring 
up objections.  If you run into an objection you can't overcome, write 
it down, then ask your fellow smiths if they've got a response to it.
Bad salesmen collect stories about bad customers, good salesmen collect 
objections and responses.