One of many films made by Jam Handy for Chevrolet, this black & white salesman training film “The Things People Want” explains the role of the salesmen and demonstrates how a salesman can sell a product to a customer. (The content is fairly universal, and not limited to car sales. As such, the film may have also been used in other industries with Chevrolet receiving some clever product placement as a result.) This film dates to 1948 and stars a young actor named John Forsythe as Don Evans.
Opening titles: “The Things People Want” (:06-:14). Women walk in the city. Customers and salesman. A man goes to a person’s door to sell. A man, Don Evans, sits at his desk. Jim, the boss, speaks to Don in his office about selling and how to sell (:15-2:47). Don speaks to a salesman about an electric shaver, the salesman doesn’t really know the product so Don doesn’t buy. Don and Jim look out the window as they discuss the selling process. Selling has four steps: finding prospects, creating the desire to own, getting the decision to buy, delivering the product right (during the steps: a man makes pancakes, newspaper boy sells his papers) (2:48-5:14). Don has a notebook, inside are some cartoons with stick figures to help the salesman: ask questions, let the prospect talk, don’t argue, “yes, But,” repeat the objection, concentrate on the main objection. Jim continues speaking with Don (5:15-7:33). Jim makes Don think about sales. Don doodles on a piece of paper as he smokes a cigarette. He sits at his desk and tries to figure out what customers want (7:34-9:40). Don sits in a chair at home near the fireplace with his pipe and newspaper. People want comfort. A woman and her baby (9:41-11:10). Windmill at a farm. Farmer walks nearby. Jet plane takes off, flies in the sky. Bridges. Golden Gate Bridge. A man paints a woman. A cigarette burns as Don sits at his desk (11:11-12:58). Don sits on his desk. He listens as the voice in his head talks to him (12:59-14:33). Pete sells all sorts of china. A woman comes to his store and he attempts to sell her some new china. Pete then attempts to sell a man a suit in his clothing store (14:34-16:10). Pete has the man try another suit on to see if the next one fits. Pete sells a radio to a couple in his radio store. Pete tries to answer all of the customers concerns (16:11-18:02). Don at his desk. He says the six things all people want: comfort, safety, economy, durability, performance and appearance. Don puts on his suit jacket (18:03-19:20). End credits (19:21-19:29).
John Forsythe was an American stage, film/television actor, producer, narrator, drama teacher and philanthropist whose career spanned six decades. He also appeared as a guest on several talk and variety shows and as a panelist on numerous game shows.
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