How Much Would You Pay?


    Every month, I receive a simple two-page newsletter from one of the best marketers in the world, Dan Kennedy.

    I have quoted him often in my articles and blogs. In this month’s article, he dropped a nice bit of trivia about Fred Herman, who Earl Nightingale called “the greatest sales trainer who ever lived.” Years ago, Herman was a guest on the Tonight Show with host Johnny Carson.  (That is like being a guest these days on Oprah).

    When Herman was introduced, Carson welcomed him by saying, “You’re the greatest salesman in the world–sell me something.” Carson expected a razzmatazz sales spiel. Instead, Herman asked, “What would you like me to sell you?”

    “I don’t know,” Johnny replied. “How about this ashtray?”

    “Why the ashtray, Johnny?” “What is it that you like about that ashtray?” asked Herman. Carson listed the things he liked: It matched the brown color of his desk, was octagonal and fulfilled the need for someplace to put his ashes.

    Then Herman asked, “How much would you be willing to spend for a brown octagonal ashtray like that one?”

    “Maybe $20,” said Johnny.

    “Sold!” said Herman.

    How long did he take? Two minutes flat!

    The power of questions...

      An exert from  Mike's new upcoming e-book. Hot Marketing Tips for Media Sales. 100 Ideas To Grow Your Media Sales Business.