It’s always backwards

Don’t forget when you approach a prospect to sell him your goods that very often the price of the goods in his mind is way up and benefit way down. It is your duty as a salesman to reverse this order of things. The way to do it is to use the proper arguments and to use them with force, earnestness and enthusiasm. When you properly demonstrate the real value of your goods to a prospect you will lower the price and raise the benefit in his mind.