DeWese--An Interview at Poor Richard's Place

Mañana Man: "So you were self-trained? How did you persuade your customers to buy from you?"

Super Salesman: "I discovered that if you want to sell, you must appeal to interest rather than intellect. You cannot appeal to interest unless you discover it in a customer by listening to the customer. Listening to clients was the way I learned the brutal facts. One of the greatest tragedies in selling is the murder of a beautiful idea by a gang of brutal facts. Too many print salespeople chase a beautiful customer without having the brutal facts."