"For ten years it has been Elmer Wheeler's profession to find out for his clients what words, spoken across the counter, will sell merchandise. It is shrewd psychology applied to a neglected link in the chain of business...":
"Don't ask if, ask which. Don't ever give the customer the choice between something and nothing."
Wheeler knows he alone is not the gate keeper of successful sales pitches - he recalled seeing a blindman with a sign reading, "It's spring, and I am blind".
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- two from Amazon:
