Business Marketing Advertising

One of the highest paid advertising men in the country said the other day that successful advertising was simply finding out why present customers bought, and then telling as many prospective customers about it as possible.
It seems ridiculously obvious ? yet it is a fact that nine out of ten of us neglect just such obvious things in sales work. Then someone without nearly as much experience, and not half as able as we are, comes along and does them.

There is a salesman in one big organization who is leading the force this year. He is a new man, with very little sales experience. When he took on the new work the first thing he did was to make a canvass of the old accounts in his territory which had been on the books for years.

He found out that the reasons these accounts had stayed on the books were because of three policies followed by his company exclusively. It was plain to him that the reason his company was big and successful was because of these policies. So he capitalized them in his sales talk ? and the inevitable followed. Now, the other sales people knew about these policies just as well as he did ? but to them they had become an old story. Because they knew that this was so, they made the fatal mistake of supposing that everyone else did.