Chapter 7 Two Little Words That Turned Nickels Into Dimes
(The Wheeler X, Y, Z Formula)
Self- preservation is nature’s oldest law, but the desire for romance and the desire for money are close behind it. The money appeal simply means, of course, that you can have what you want when you want it. This is the Wheeler “X, Y, Z” Formula that will teach you at what three basic buying urges to shoot your “sizzles.”
I AM THIRSTY and stop at the first drugstore I come to. I step up to the busy counter, motivated for a drink by the law of self-preservation, for my throat is parched. I ask the clerk for a Coca Cola, and he says, “Large or small, sir?”
The store loses a nickel. I am deprived of a longer moment of refreshment, for like most people I automatically say, “Small.”
A thought suddenly occurred to me: Suppose the clerk had merely said, “Large one?” would I have automatically told him, “Yes”?
I approached Mr. Harry Brown, store manager of Abraham & Straus of Brooklyn, which has more fountain space under one roof than any other store; and Fred Griffiths, president of the Pennsylvania Drug Stores in New York. The experiment was tried out. Whenever a customer asked for a Coca Cola, the clerk would say, “Large one?” Five thousand tests were made, and the results on our Copyrighted “Yes” and “No” Recording System * showed that seven out of every ten people replied, “Yes”! This meant that out of every ten customers the stores received 35 c extra business and had more satisfied customers driven to quench their thirst by the law of self-preservation! Two little words that turned nickels into dimes! Wheeler “X, Y, Z” Formula It doesn’t take much persuasion to sell a person when you direct your “Tested Selling Sentences” at their basic buying motives, which are, in their order of importance: * Part of the Wheeler “GRAVITATION METHOD” of weighing and measuring the relative selling ability of sales words.
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