Whot's the Costliest Xlistoke s Sqlesmon Cqn filoke Todqy?

What's the costliest boner being made by salesmetr todav ?

"Not selling from the customer's viewpoint."

That's the majority opinion of more than 800 sales chiefs interviewed by Ted Pollock, whose sales writings are featured nationally in leading business and trade publications.

A self-centered, rather than customer-centered, approach in the selling process is the most-committed sin in selling today, say the experts. Their consensus:

"Salesmen bark up the wrong tree. They talk products, instead of what these products will do for the buyer. They sell product features, instead of customer benefits. They plug what interests the salesman, instead of what interests the customer. They leave unanswered the one motivating question in every buyer's rnind: "What's in it for me?"

^ Almost overnight,'says Pollock, the salesman who relearns this basic secret of successful selling is on his way to joining the top producers. He stops being on the defensive with his product because now he is there to do the prospect 4 fave1-nst to ask one. He stops talking like a catalog of product facts and becomes a bringer of good r.rews full of benefits and, therefore, interest for the prospect.

5o THAT's Where lt Went !

Inflation during the eight-year span from 1947 through 1955 cost the average family living in the 11 Western States $3,830. Considering that there are an estimated 8,270,600 households in these states, this means that family nest eggs were deprived of $31,680,000,000 byinfation. Add to this the high state and Federal taxes, and the cost of living, and it adds into a very impressive figure, the National Association of Manufacturers discloses.

The salesman clicks because he puts himself into the customer's shoes.

Six self-training pocket manuals, each designed to help the salesman learn and adopt the methods of "the best brains in selling," have been prepared by Ted Pollock as a by-product of his continuing survey and are now available at 50p each and in quantity prices from the publishers, Pamphlet Press (Sales Training Division), P.O. Box 732, Brooklyn 1, N.Y.

Ooklqnd Hoo-Hoo Glub to Repeot Ghristmos Benefit

Oakland Hoo-Hoo Club 39 will hold its traditional Children's Christmas Party in the L'Horizon Room of the Claremont hotel in Berkeley on Monday evening, December 21, announces Club 39 Prexy Ralph Hill. Bill Johnson, vicepresident of the Oakland club, will captain the affair and the guests of honor will be 25 boys from either the San Leandro or Oakland Boys Club. Concord Dealer John Pearson, who macle a smash debut as Santa at last year's party, will again repeat the whiskers bit to the delight of the kids. Besides favors and candy for the deserving youngsters, Club 39 will make a sizable donation to the Boys Club for equipment that all of its rnembers can enjoy.

Modeslo Lumber R.emodels trf Solido

The Modesto Lumber Company, with headquarters in Modesto, recently finished a complete remodeling of its Salida, California, branch yard, celebrating the occasion with a well-attended grand opening. Principal target of the remodeling was the showroom, which was considerably enlarged along with store inventories, for the convenience of the walk-in and retail trade.

"limbers a Speciohy"