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Table of Contents
A salesman should find infinite value in the use of the Mental Filing System, for all sales points and routine can be filed with it and remembered just as easily as the shopping list in the last chapter or the list of the world's largest cities. He may know his product thoroughly, but many a sale has fallen through because the salesman was not able to present all the principal sales points to a potential customer. The manufacturer of a well-known make of oil burner asked me to give a talk to his salesmen and see if I could suggest anything to improve their selling technique. I opened my talk with a question: "Can any of you tell me the ten selling points of your oil burner?" No one—not even the sales manager— could oblige. They carried all kinds of literature explaining these ten points in detail, and admitted they had tried to memorize them. Yet frequently they would forget from three to six |
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