chapter  1
The Selling Environment
Pages 43

In my 1968 experience, I heard the mes­ sage in plain English. The problem with selling, my new boss explained, is that not every prospect makes it as easy as the "man in the chair."

"Easy?" I asked. Yes. The "man in the chair" ad could

refer to any product. Further, it contained a straightforward litany o f objections, ready to meet with information from a well-prepared seller.