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Elmer Wheeler Elmer Wheeler was the "Zig Ziglar" - the greatest salesman - of his time. He took a wise crack: "Don't sell the steak, sell the sizzle" and turned it into an imposing, profit-making, money-sucking business philosophy. Wheeler emphasised that people are not interested in "the steak", the meat of the product or service itself. But people want the "sizzle" - the real main reasons why they want to buy. Wheeler founded the Tested Institute and Word Laboratory Inc. in New York primary to take the guesswork out of selling. He formed this "Wheeler Word Lab" after his experiences as an ad salesman for several newspapers. He developed a fine sales presentation to sell ad space to retail merchants. But the reply he got was "So what?" The retailers would point out that hundreds of people would come to the store and browse through the aisles - but never buy. After careful analysis, Wheeler concluded that the weakest link in the sales process was the store clerks behind the counters - sales were made or lost largely because on what these clerks said to customers. The problem was because these salesmen were merely guessing as what words or sentences will sell - and not keeping track of exactly what they were saying to customers. Thus, you have to control what words and phrases you use, using those words and sentences that have been tested and proven to sell. So after over 10 years of research, he and his staff tested over 105,000 selling words and phrases on 19 million people. Did his "Tested Selling Sentences" work? During the depression these "Tested Selling Sentences" helped sell hundreds of hard-to-move products. Important: Wheeler's Word Lab supports a crucial lesson (or frightening thought, depending on your point of view) that many people, including famous people, celbrities, politicians, and maybe you, have learned the hard way in human behavior. One slight word change or one simple mistake in your choice of words, can mean the difference between:
Elmer Wheeler's "Tested Sentances That Sell" can be found at Long Lost Marketing Secrets.
© Peter Woodhead 2003 Tel: +44.8450534901 (24 hours)
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