When the women inquired what a “napping chair” was, the salespeople would say:
“It is sci entifically constructed to allow the head to rest comfortably, making napping a real pleasure (Y). Try it.”
Mr. Charles Dulcan, vice president, stated that sales increased about ten per cent in this item during this single sentence “drive”.
Cocktail Lawn Swings Are Sold
One time when Mr. James Rotto, former sales promotion manager of the Hecht Company, noticed lawn swings not selling very well, he called us in from our branch word laboratory constructed in the store, and set us to work digging up “sizzles”. After a little research, it was discovered that these lawn swings had an arm that would hold cocktail glasses without spilling the contents, or causing them to fall off and break. When this ONE “sizzle” was called to the attention of customers, the y lost interest in the less expensive and advertised swings, and started to buy these. This is one “sizzle” that brought salespeople $5.00 more per customer and brought added enjoyment to customers.
The romantic urge of a cocktail - ! (Y)
The desire to have a drink convenient, the fear of breaking a glass, a basic selling sentence that works! Try it sometime!
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