cigarette in his hand, dramatically (Saying it With Flowers). He would then say: “Did you know cigarettes cost you $9.00 a pound?” The prospect gasped! What? Nine dollars a pound! Sure – figure it out for yourself! Cigarettes do cost that much per pound, but who realizes it?” The prospect saw how cheap pipe tobacco was – even the most expensive pipe tobacco – when this “Tested Selling Sentence” was hurled at him, and he came to a sudden realization that Mr. Johnston’s fine Irish blends, at $3.00 a pound, cost $6.00 a pound less than cigarettes. This Tested Sentence Gets 1600 Customers During the past three years Mr. Johnston has built up a following of nearly 1600 businessmen of Cleveland. All of them know Mr. Johnston. He is welcome in all their offices. Those six well-thought-out words, fifty years in making, have sold hundreds of pounds of tobacco for Mr. Johnston. Sometime try this Number 12 tobacco. You’ll like it – and you’ll like a man who, at seventy years, found that you are never too old to learn the rule : “Consider the prospect’s response to what you say.”
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