This study, which has now been going on for ten years, resulted in the formation of the Wheeler Word Laboratory. The purpose of this unique laboratory is to measure the relative selling effectiveness of words and their sales techniques, to determine with a great degree of accuracy what formation of words and techniques makes the sale more accurate and faster. Many stores and manufacturers have participated in supplying the Wheeler Word Laboratory with hundreds of selling sentences to be tested, and have opened their doors wide as a laboratory wherein Mr. Wheeler could get authentic tabulation of the scientific selling ability of words and techniques. Sales Gains Recorded Everywhere Wherever a salespe rson is given a “Tested Selling Sentence” with its proper “Tested Technique” to replace a time -worn statement, sales gains are noted. For instance, a single sentence increased sales of a manufacturer’s hand lotion at B. Altman’s on Fifth Avenue from 60 per week to 927. Another tested combination of words make sales 78 per cent of the times used at R. H. Macy & Company in selling their long-profit brand of coffee and tea. On another occasion two “Tested Selling Sentences” completely sold Bloomingdale’s, Saks 34 th Street, Abraham & Straus of Brooklyn, and William Taylor’s of Cleveland out of tooth brushes – a staple item – for the first time in the history of these important stores. Stern Brothers, in New York, had “Tested Selling Sentences” tailor -made to reduce delivery costs, and according to William Riordan, president, the first six months’ use of the sentences showed a relative saving of close to $7,000 over the preceding year. Ten years of study of salespeople – ten years trying out formulas, rules, and principles – casting them aside for others – have brought forth some sound, sensible methods of salesmanship, and Mr. Wheeler offers them to you in the following swift-moving pages.
Tested Selling Institute New York City
The best- looking merchandise won’t sell itself; and the prettiest dotted line won’t sign itself, without the intelligent per- suasion of somebody’s words.
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