Know what to say, know what to sell — Kelford Labs Weekly
How we sold our new workshop.
product
Dear Charlie
The task was to sell a German-made car in America, less than 15 years after the end of World War II. Oh, and it looked and drove nothing like the most popular cars of the day. So how do you introduce a new car in a hostile market dominated by giants?
We must start with gold
Everything we do in our business either reinforces or damages our market position. Including, or even especially, how our product works and looks.