Show DOLLAR MAKERS one method of advancing Is to retreat I 1 by GEORGE T EAGER ONS of rock and dirt must TONS the be excavated before a diamond is found it is just as unusual to find among thousands of salesmen that rarity among those who sell the man who believes in the selling power of understatement A coffee salesman startled the retail grocers of a large his sales tal talk k with the statement this is the second best brand 0 of coffee on the market grocers groce rs IM fm 46 naturally naturally asked who 0 makes the best brand of cottee coffee to which t the h e salesman w would r reply e p I 1 y each of my many compe competitors actors makes the best brand and they all will wil 1 tell you so admitting the second best brand evidently placed him in a position where he was without competition and his sales results proved it A large baking company has sued successfully cess fully marketed margete d a brand ot of bread in markets long held by established competitors the ne new w bread was well advertised in local newspapers but under instructions from a president who knew the power of underselling salesmen sold each grocer one or two loaves less than the stores normal demand grocers were soon telling late afternoon customers im sorry we are all sold out of that bread it was not very long before storekeepers as well as customers unconsciously thought of it as the fastest selling brand and therefore the best bread grocers unconsciously recommended it to customers and customers soon con began demanding it of grocers and its success was assured |