Another program dealt with executive stress. "It made me nervous," exclaimed an executive. Taking a hint that past speakers were not taken very seriously anyway (one 20 year-old spoke on the years of experience needed to achieve success: his years of suffering were mostly from acne), I emphasized the value of humor in selling. One excellent place for keeping tongue in cheek is in answering objections:

"Your product is just too high."

"I'd rather apologize for price once than have to apologize for quality forever."

"I never accept additional responsibility until I'm sure I can pay for it."

"Did you say you had six kids or seven?"

"The suit fits great, but I'm not sure about the color."

"We'll have it painted."

"I used to buy all of your expensive dresses and I'll bet you don't even remember my name."

"Madam, if I tried to remember a woman of your exquisite beauty, I would find it impossible to get any work down."

Selling is a game, a matter of coming up with the right worlds to put your product in the most favorable light so that its virtues are clearly seen. Some salespeople have products to sell, others only services. Often these product-service people learn to work together.

For instance, a local merchant was alerted by the bank to be on the lookout for a forger who was in town passing counterfeit $100 bills. The bank didn't say what to do if she spotted one, so she called the police. "What should I do if a spot a counterfeit," she asked, "get his license plate number, a description or what?"

"Don't take any chances, lady," the officer drawled, "You just knock that sucker to the floor and hold him 'til we get there."