constantly bathed in the olive oil inside the can tasted better, looked better, and were enjoyed much more by the one who ate them. *Thanks to Dick Borden What a fine sales idea! But how could the story be told in ten seconds in a busy store? Selling The Somersault A sentence finally popped to life. The clerks were instructed to say, “Rudd sardines are turned UPSIDE DOWN once a month!” This simple statement caused the customers’ curiosity to respond. They would inquire why the sardines were turned upside down, and the clerk would tell them this interesting story. The story made the women’s mouths water. They bought them. When the hubby explained, as he always does, about the high cost of food, his wife would tell him the story of the sardines “that were turned upside down once a month.” She sold him the somersault – not the sardines! He too responded – and the sardines DID seem to taste 15c better per can! For the first time in the history of Chandler & Rudd these expensive sardines were sold completely out of stock inside of two weeks – a store record. Motto: Look for the SOMERSAULT in YOUR product! Selling Imitation Vanilla No woman will risk the affections of her husband by baking him a cake with imitation vanilla, even though the imitation is 8c cheaper than the real vanilla. Yet the imitation is very good. In fact, Kroger’s chain of grocery stores in upper Ohio thought enough of a certain brand of imitation vanilla to buy thousands of bottles, only to find they would not sell. Mr. Charles McCahill, vice president of the Cleveland News, was endeavouring to influence Kroger’s to use his newspaper instead of his competitor’s. As a final inducement he offered to employ our institution to devise “Tested Selling Sentences” to help Kroger’s sell their imitat ion vanilla and other slow-moving items. After a prolonged study of the product, and after discarding hundreds of sentences and techniques that failed to hold up under actual tests behind the
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