Here’s a good statement on why you need the best selling ideas:
Your salespeople can be the strong or the weak link in your company’s sales chain. If one link of the chain will hold fifty pounds, another thirty pounds, and another six pounds, altogether the chain can support only six pounds – the “holding power” of the weakest link.
It is like building a beautiful $20,000 automobile. You can have the finest steel body that engineers can create; a powerful 12 cylinder motor under the shiny hood; smart-looking upholstery, strong, sturdy tires, and a tank filled with higher power gasoline, yet the automobile will fail to start if some comparatively insignificant part in the ignition system fails to function.
So it is with a manufacturer, distributor, or retailer. He can employ high-salaried executives to direct his business; he can staff his organization with the best creative, merchandising and advertising brains, yet his ultimate success is in the hands of his sales organization.
It is the salesman who is the real boss – the real cog in the machine. What he says and does as he faces his prospects and your customers is vitally important to the success of your business. And his success depends, to a great extent, upon the words he uses in the field of selling.
The best looking merchandise, as Mr. Wheeler says, won’t sell itself – and the best looking dotted line won’t sign itself – without the intelligent persuasion of a salesman’s words, backed up by sound selling techniques. — Herbert Hoover
This quote was taken from the introduction of Elmer Wheeler’s, Tested Sentences that Sell - one of the bonus’s in the Claude Hopkins audio package.
And now let’s take a look at some of the most basic and yet most advanced advertising ideas.
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