Reference Guide

SALES PRESENTATION GUIDE
THE MOST COMMON SALES OBJECTIONS TO THE EOS-l AND
HOW TO OVERCOME THEM
1. THE PRICE IS TOO HIGH!
PAGE 7
This objection is often used when a customer is not really
interested in buying the product or stalling for time.
However, with any top-of-the-line camera, price is a factor
because it is the most expensive camera we sell. Your job as a
sales person is to prove to the customer that the EOS-l is
worth it. This is a concept called "perceived value." The
speed and accuracy of the new auto focus system, both one shot
and predictive, is one significant fact which makes the EOS-l
worth the money. The camera draws features from ALL of our
previous top-of-the-line cameras (F-l, T-90 and EOS 620 & 630)
and you can reiterate as many of those features as you need to
convince the customer of the worth of the EOS-l. For specifics
in this area, please refer to the sample sales presentation on
page 2 of this section.
2. THE EOS-l DOESN'T HAVE AN INTERCHANGEABLE PRISM SYSTEM
LIKE THE CANON F-l.
The EOS-l was developed to provide accurate and reliable
performance under extreme use conditions, such as those
encountered in outdoor photography. With an interchangeable
viewfinder, it is impossible to completely prevent moisture and
dust from entering the camera through the rail section. We
therefore opted for a fixed prism which provides superior
moisture proof and dust-proof characteristics. Also, this
eliminates the possibility of the prism being removed
accidentally, rendering certain features of the camera useless.
We also feel that the single most important reason to have an
interchangeable prism is to permit the photographer to change
focusing screens and that function is handled in the EOS-l from
inside the mirror box in similar fashion to the T-90.
3. THE NEW EOS-l DOES NOT ACCEPT ANY OF THE CURRENT FD-SERIES OF
CANON INTERCHANGEABLE LENSES.
New breakthroughs in camera technology go hand in hand with new
lens designs, especially in the age of computers. Today, camera
body and lens actually interface with each other to transfer
important data. While it would be nice to make new cameras
compatible with older lenses, trying to make old lenses do new
tricks compromises the entire system. Such is the case with
EOS. Our EF series of lenses feature sophisticated focusing
by means of miniature Arc-Form Drive or super silent
Ultrasonic motors and precision aperture control by means of
our innovative Electro-Magnetic Diaphragm ~ Add a RAM
computer chip to each lens and you have a perfect intellectual
match for the EOS-l camera body. This combination is so
sophisticated that, with Ultrasonic motor lenses, you can even
manually adjust focus while in the AF mode after autofocusing