Re: The ONE day sales course.

Can you tell me where I can find Elmer Wheeler's:
TESTED SENTENCES THAT SELL and SIZZLEMANSHIP (the follow-up to Tested Sentences)...

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> Of course, this is just Ben's opinion.
> However, you'll find a large stack of
> evidence that great copywriters (remote
> salesmen) have a direct face-to-face selling
> background.

> Claude Hopkins, the "Father" of
> modern marketing sold his mother's silver
> polish door to door, and discovered this:

> he could sell only one housewife in ten when
> he was unable to get beyond the door,
> HOWEVER, if he made it into the house for a
> DEMONSTRATION, he sold 9 out of 10.

> So, of course you should have in your
> library everything you can by Claude Hopkins
> and also John Caples who has set the tone
> for modern remote direct marketing.

> My favorite books on selling are:

> Anything by the ELMER'S...Wheeler and
> Leterman.

> From Elmer G. Leterman...start with these
> two:
> 1) THE SALE BEGINS WHEN THE CUSTOMER SAYS NO
> and
> 2) COMMISSIONS DON'T FALL FROM HEAVEN.

> both titles tell you that their is WORK to
> be done behind the successful sale.

> Of course you must have Elmer Wheeler's:

> TESTED SENTENCES THAT SELL and SIZZLEMANSHIP
> (the follow-up to Tested Sentences)...

> Elmer Wheeler coined the phrase, "Don't
> sell the steak, sell the sizzle".

> He is my personal favorite, and if I had to
> start learning salesmanship from scratch,
> I'd start with Elmer Wheeler.

> As I've stated before, go to the library and
> get a copy of the video THE MUSIC MAN with
> Robert Preston. Take notes as if you were in
> a salesmanship seminar.

> Watch Professor Harold Hill "unveil the
> dragon", and become the White Knight
> dragon slayer. Watch as he usese EMOTIONAL
> appeals to overcome objections.

> Although this is a Hollywood representation
> of slick salesmanship at the turn of the
> century, the methods Hill uses to sell band
> instruments and equipment are the BASICS
> you'll find in any good book or course on
> selling.

> John Prescott wrote some neat books about
> the time when ADVERTISING discovered that it
> was "salesmanship in print". I
> like the old stuff, because it talks about
> modern wants and needs, modern being around
> 1925 or so.

> Harold Cash had some mid 60's stuff that was
> pretty good.

> There are TONS of stuff. But still, the very
> best way, in my opinion, is to do it.

> Get a part-time evening or weekend job
> selling something door-to-door. Do it for 90
> days and you'll know more about selling than
> any book or course could ever teach you.

> Personally, I wouldn't advise anyone to
> invest a lot of money in a course or a book
> or any sales training program without also
> having the direct face-to-face experience
> that goes along with it.

> One technique I've used with people, and
> I've written about it extensively, here and
> elsewhere, is once you get a foundation...

> let's say you spend one afternoon or evening
> watching THE MUSIC MAN and reading Elmer
> Wheeler's TESTED SENTENCES THAT SELL...

> then go spend a couple of hours at a mall,
> and visit every store, engage an employee of
> that store and try to "sell" them
> something...

> a smile, a laugh...try to INFLUENCE that
> person to do something you want them to. Do
> that in every single store...develop a
> "presentation" you can use, see if
> you can make everyone you encounter
> "buy" your product...so to speak.

> After that, now that you have some
> confidence, learn the numbers game, go get
> some REJECTION in the streets, and learn how
> to alter your approach, pitch, close...and
> to actually get some money from their
> wallets. ONLY then can you take the
> knowledge of salesmanship into the

WISDOM of
> effective action.

> A great place to start would be with REMOTE
> HYPNOSIS, where I cover the basics of
> preoccupation and how to break it.

> ELMER. He's the man in selling. Either one.

> Gordon Alexander