Business Marketing Advertising

A salesman for the Sealy Mattress Company has a plan for disposing of the greatest obstacle the very first thing in his sales talk, usually the matter of price. For example:
A recent deal involving upwards of fifty thousand dollars was put up to the buyer by laying the contract before him in the approach. The entire proposition was there before the buyer in black and white including price in bold figures.
“What’s this? Fifty thousand dollars?” exclaimed the buyer as soon as he saw the figure. “Why, yes,” answered the salesman. “Can’t you handle it?” The buyer hesitated an instant, then said: “I suppose I could if I wanted to. But it wouldn’t be worth while at that price.”
The salesman then proceeded to sell him on the proposition. The price was disposed of. There was no leading up to a point where the price would be sprung. No constant fear that the buyer was going to break in and ask price. The salesman put the reverse English on ordinary selling tactics and having the contract on the desk, the desired signature was easily secured.
The same plan was used in an eastern sale, considered one of the largest ever put over in the indus?try. The buyer was very difficult to see. The sales man phoned but was informed that they were not interested. He replied:
“It really doesn’t make any difference to me whether or not you are interested. Every place I go I hear about you. It’s Mr. Waltham did this and Mr. Waltham said that. I’ve heard so much of you that I just want to get a look at you.”
Waltham ?whose real name is widely known ?just laughed and said the salesman might come in for a couple of minutes. The salesman called and told the buyer that he heard of him in every large city he visited endeavoring to find someone big enough to put over a dozen carload mattress deal. He added that he had come to the conclusion that there was no one capable of doing it. The buyer wanted to know what the proposition was. The salesman sold him on the idea and left with the order.