His name was Elmer Wheeler. America’s best known sales expert of the 1920’s, 30’s and 40’s, Elmer made his living by helping others become better sales people and made the Hoover Vacuum Cleaner Company, well, the Hoover Vacuum Cleaner Company.
“Don’t sell to people,” said Elmer. “Give them a reason to want to buy from you.”
Thanks to his marketing savvy, Elmer Wheeler became one of the best-known American marketing experts of his day. His instructional books introduced pop psychology to the realm of marketing; advising would be salespeople to pay more attention to human nature. In fact, every advertising and sales theory of the last 80 years has built its basis on his theories.
Wheeler knew the importance of selling… Benefits; not features…Emotions; not facts…Solutions; not issues
“Sizzle and aroma has sold more steak than any cow,” said Wheeler. “Although the cow is mighty important if you want them to buy more than once!”
As H.W. Hoover of Hoover Vacuums said in his endorsement of Wheeler’s book, “There is nothing mysterious about Tested Selling – nothing to be learned for parrot recitation. Here is simply the result of a man’s thirty-year study of, and thinking about, what successful salesmen of all kinds are saying and doing to make more sales.
At Canned Fire, we believe in Elmer’s insight. More importantly, after seeing his principles put into action, so do our clients.
Through proven processes, we find and leverage the prime marketing strengths of your particular cut of steak. Then find the most effective sizzle for your messages.
To paraphrase Mr. Wheeler… You bring the steak; we’ll create the sizzle…