Cleverest of sales arguments is a convincing proof of some point that needs no proof at all. The fuddled buyer, agreeing with the salesman before the latter has uttered a word, follows the ensuing exposition with delight, and his support of an opinion is quickly turned to enthusiasm for a commodity. No modern corporation has used this sales method with more humorous ingenuity than Colgate & Co., soap makers. Up and down the land, in all the better magazines, Colgate & Co. has suggested that shaving is sensible and whiskers are silly. Last week,...
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