Business Marketing Advertising

“I wouldn’t buy another dollar’s worth of goods from your company if you were the last company on earth. Ten years ago, when we bought those ledgers from you over there, we decided we were through with you people.”
This is an assault directed at an office equipment salesman by the name of Sax.

“I am ashamed,” said the salesman, “for not having discovered previously that you hold a grudge against the company. It is no use for us to go back ten years and discuss old grievances, so we will take it for granted that you had good reasons for your hard feelings.

“Now, I have a proposition to make to you. I will not ask that you buy from us, but to make up for the bad service you hold against us, with your permission, I will check up on the kind of equipment you need, discuss your bookkeeping problems with your book-keepers and you, then you can have the results of my labor absolutely without charge and buy your equipment where you choose. I offer this solely in an attempt to offset your bad impression of the company, and to give you an example of the service we men are trained to render. Isn’t that fair?”

The buyer granted permission to go as far as the salesman liked, although holding that he would not buy from them. So a careful study of the buyer’s problems was made and a report submitted in written form. The salesman’s survey gave the buyer an entirely different conception of the company’s policies.