
rs + 1. PEDIGREED PARENTAGE—“As important in Nursery 
Stock as ae breeding horses, cows, and dogs.’ 
2. SHIELD-TYPE BUDDING—‘“A eae detail of immense 
poe: = 
3. INDIVIDUAL SPACING—“Fewer Trees per acre in- 
sure big strong growth.” 
4. SCIENTIFIC ROOT PRUNING—‘Vigorous Growth 
and permanent satisfaction insurance.” 
5. CONTROLLED POLLINATION—“‘Insures a full yield 
of fresh fruit year after year.” 
6. MOISTURE-CONTROL PACKING—“Delivery in field- 
— 
fresh condition.” 
_ 1, INSPECTION BY THE FAMOUS AUTHORITY—DR. 
SHAW AND ASSOCIATES—“Assures True-to-Name 
| Stock.” 
These 7 points of Superiority (fully explained in detail 
in your “7 Reasons Why” Booklet and the “Sales Manual 
for Fruit Demonstration Book’’)—-sells your quality so well 
that price is put forever in the discard. And selling qual- 
ity is so important that, if you should make the sale be- 
fore telling your customer about our 7 Reasons of Super- 
iority, then by all means explain each reason after the 
order is written and signed. 
_ Here’s the reason why; after you’ve left with your order, 
the purchaser may pick up a mail-order catalog or be so- 
licited by a peddler of cheap, low-grade nursery stock. 
Your customer doesn’t know anything about pedigreed 
stock or about all the other elements that go into produc- 
at ing what you have sold. Then your customer is left with 
Po eg! 
an unanswered question in his mind—an unexplored or 
unexplained doubt. As a result, he may try to cancel; he 
may refuse to accept shipment; or he may talk to, and 
sour other prospects in your territory. 
End every sale with a talk and explanation of the points 
on what makes quality, how much it means and how little 
the difference in price means between the highest quality 
and low-price, job-lot nursery stock. 
35° 
