The Piano Story: Getting to "Yes" in the Sales Process is an entertaining and educational lesson in using the right messaging to close a sale on a commodity item -- in this case a piano. You can read this first chapter without charge and you can order the complete book at http://jonturino.com/order-the-piano-story-e-book/

1. The Piano Story
Getting to “Yes” in the
Sales Process
Only $4.95 for the complete e-Book. Click Here to Order!
Copyright © 2012 Jon Turino Marketing + Connections
Permission is granted for unlimited posting/re-posting of this free sample version. U.S. $ 4.95

2. About the Author:
Jon Turino
Jon Turino is a marketing strategy
consultant and the principal at Jon
Turino Marketing + Connections. He
has been a marketing and sales
professional since young adulthood and
this story is from that period in his life.
Enjoy!
You can find Jon’s contact and profile
information at
http://xeeme.com/jonturino
Some Client Comments. See back page for more.
Jon also publishes a periodic
newsletter with articles and
links to events, groups,
resources and other valuable
information. You can
subscribe here.
Also check out his blog at
http://jonturino.com/blog.
Only $4.95 for the complete e-Book. Click Here to Order!

3. TABLE OF CONTENTS:
Piano Purchasing
Demographics………………………….……4
Piano Product Features…………………..7
The Sales Saga………………….………...14
The Moral of the Story……….………….24
You’re going to like this story, so stay with it. And
you’ll really like having Jon Turino help you with
marketing insights and inspiration to help you
identify your real target markets, develop messages
that resonate with them and deliver those messages
via the most effective media.
Only $4.95 for the complete e-Book. Click Here to Order!

4. CHAPTER 1:
Piano Purchasing Demographics
Piano stores tend to group together, kind of like gasoline service
stations did – and still do to some extent. When my dad had his
store in Los Angeles, there was another store a block down on the
opposite corner and one just across the street a half a block up.
Westchester Music is the only one left in L.A. as of this writing,
but as the map above from a small town in Sweden the
demographic still holds true in many places that I’ve visited over
the years.
Only $4.95 for the complete e-Book. Click Here to Order!
// Page 4

5. The Piano Story
Getting to “Yes” in the Sales Process
“Honey, I’ve been thinking…,”
says Mrs. Jones one evening,
striking terror into the heart of
Mr. Jones.
The most common demographic for people buying a piano is a
young family with an elementary school aged child – most often a
girl. The mother took piano lessons when she was young but gave
it up when she turned into a teenager so she could do other things.
She now regrets that her parents let her give it up before she
became an accomplished pianist an doesn’t want her daughter to
fall into the same trap.
The father loves his daughter deeply and agrees that it would be
wonderful for her to learn to play the piano – as long as she
practices during that day and he doesn’t have to hear it.
A piano is a large purchase, so it is going to take agreement by
both husband and wife on which piano will be purchased – if any.
But the husband, which is still typical, doesn’t want to be involved
in the detailed piano research. He wants his wife to do the “vendor
survey” of available pianos at available dealerships and then bring
him in to “approve” the one she has presumably selected.
Let’s call this family Mr. and Mrs. Jones and daughter Judy for ease
of identification as we continue our story.
Only $4.95 for the complete e-Book. Click Here to Order!
// Page 5

6. The Piano Story
Getting to “Yes” in the Sales Process
“What do you think, says Mrs.
Jones to Judy. Would you like to
learn to play the piano?”
Being only 8 years old, Judy
enthusiastically answers “yes” to
please her mother even though
she is really terrified of having to
learn to play the piano.
Mrs. Jones isn’t terrifically pleased with having been assigned the “dog
work” part of the purchasing process but she’s been married for nine
years now – remember that Judy is eight years old – and she know
that if she doesn’t do it they will never get the piano that she wants
Judy to learn to play (and that she secretly wants to finish learning
from her own childhood as well).
So off they go one day to begin researching what kind of piano they
should buy. After all, how tough can it be to choose a piano, thinks
Mrs. Jones.
Little does she know how little she knows!
Only $4.95 for the complete e-Book. Click Here to Order!
// Page 6

7. The Piano Story
Getting to “Yes” in the Sales Process
Read the rest of this fascinating
and educational story.
Learn about:
Piano Product
Features…………………..7
The Sales
Saga………………….………...14
The Moral of the
Story……….………….24
The parts about the piano product features are
fun to learn but the real “meat “ of this story is in
the Sales Saga and the final chapter on The
Moral of the Story.
Only $4.95 for the complete e-Book. Click Here to Order!
Copyright © 2012 Jon Turino Marketing + Connections
Permission is granted for unlimited posting/re-posting of this free sample version.
// Page 6