Elmer \Vhe eler, Master Salesman An Editorial

One Elmer Wheeler, of New York City, is a selling specialist.

IIe represents 240 corporations throughout the country, as selling consultant. He is a teacher of salesmanship, and he teaches the employees of his customers the fine art of modern selling.

He is the man who years ago taught the restaurants of the country to sell "sizzling" steaks. They suddenly appeared on all cafe menu cards. He told them to "sell the sizzle, not the steak." They did, and sold countless steaks in that way.

He started the idea of having gas station attendants say to the customer "Fill her up?" instead of "ffow many?" He says that he caught one gas station man going e'ien a step farther along that line. Ffe asks the customer "shall I feel her up-or spill it over?" There can be but one answer to that. "Just fill her up- don't run her over."

He taught soda jerkers throughout the land to ask drinkers of malted milks, "One egg, or two?" They have sold millions of eggs that way."

Mr. Wheeler was a newspaper reporter in a big city. He wasn't making enough money to suit him, so he switched to the advertising department. He specialized in training department store clerks. He taught clerks, for instance, to pull hard at a button on a shirt, and say to the woman customer, "See these buttons are sewed with extrastrong thread; they won't come off in the wringer."

He says sales people should always ask "which" rather than "if." He says a salesman should hold up a big package and a small package, and should hold the big package higher up than the small one, and ask "which?" That trick makes the larger package look even larger.

Ife says everyone should employ selling ideas. His little boy, just five years old, always says to him, "Daddy, do you want to take me to a movie this afternoon or tonight?" He leaves no room for a no.

Mr. Wheeler says that nobody under 30 years of age in this country today knows how to sell. He says the late war brought about that sad condition. People for years got into the habit of pointing to a thing and saying, "I'.ll take that." They just tried to beat the other customer to it. He says those days are gone, and everybody has got to learn to sell intelligently. The buyers market is gone.

Mr. Wheeler, according to the papers, admits that he is the world's boss salesman. Apparently plenty of other folks think so, too. He teaches business executives how to sell, and leaves it to them to pass it on to their sales people. With so many corporations for clients he can hardly reach the rank and file.

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