Chapter 13. Making Your Sales Sizzle
Of the four key figures profiled in this book, Elmer Wheeler is probably the least known today. That’s too bad, because Wheeler did some of the twentieth century’s most innovative thinking about how to sell and came up with phrases that have shaped American culture.
For example, you may have heard the phrase, “Don’t sell the steak, sell the sizzle.” Most people have. It has achieved the status of a proverb or a bit of folk wisdom. But it was invented by Elmer Wheeler as a way of making the point that bland, factual details don’t work. You have to show the customer what the benefits are.
Wheeler claimed to have learned the power of using the right words early in his career. His father owned a gas station near ...
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