The 7 Ingredients



Hank Barton once forced the entire PSA sales force to travel out to Hillsboro, Oregon. He stuck a video camera in front of us, and he forced us to present his products to him, by using “The 7.” He taught us that after all his years of selling, training, and seminars, that these were the most important keys to an excellent presentation:

Enthusiasm – the ultimate statement to get a presentation started.

Bandwagoning – conveying the idea that “everybody’s getting on this train.”

Testimonial – (tribal) testimonials are the nearby peers who use a similar product. Powerful stuff.

Objection Handled Early – the sales person brings it up first, and handles it early.

Literature – a sales aid. Here we’re trusting the marketing department. Pointing out features. Nuts and Bolts. Visual factor. Awesome flyer and images.

Exclusivity – this is the “hook.” Since no one else has this exclusive feature, why would we look anywhere else?

Close with contrast – Somehow contrast the final price to a higher price (suggested retail  versus final actual price, etc.)


The 7 Ingredients – A Simple Sales Idea to take Seriously.


3 tools to sell intra-oral cameras




Linked here are 3 tools:

  • here is the Elara Brochure pdf from AirTech
  • here is an Elara launch video
  • here is my audio recording with a “how to” on selling the Elara camera (there is also a music-intro where I am trying to play a guitar melody on a jazz standard called “All the Things You Are.” I’ll bet you’ve heard the song somewhere before. Hope you like. Be Kind.) (click on the camera pic)

I want to ask you to consider the Elara as your go-to camera at the Hinman this year in Atlanta. See you there!



Just want to remind you to visit!

It’s been a work in progress. Many have asked me whether or not it is appropriate for Dentists. It is. I’ve tightened it up over the years. Remember! I’ve written about the idea of Familiarity in the past. You can’t buy anything of which you’re not familiar. How do we get Dentists familiar with what they are going to potentially purchase? Pictures, videos, links, etc. has all of this for six of the leading dental manufacturers in North America. One thing links to another. Thanks!

The only way to de-value the old equipment that the Doctor limps along with today, is to pump up the value of the equipment that the Dentist will purchase in the future. I was in Chicago. I saw, just how robust things are in Dentistry presently! Promote!

….And Thanks!

10 Minutes at the Hinman



In Atlanta, if you come by for a 10 minute detail on my Air Techniques Provecta S Pan, you will receive one of these little gems. These Tennessee peanut butter delights, are hand-made in the green pastures Vanderbilt University. What-you don’t believe me? You think I’m exaggerating?

Not only will you receive a Nashville Truffle Baby, you will also receive a Starbucks Gift Card. All I need in exchange is 10 minutes of your focus and attention.

My 90th Blog Post


This web space is now two and a half years old. I’ve got an hour to kill in a parking lot here, so I thought I’d do a little reflecting. What I love about SimpleIdeasTakenSeriously, is that they launch creativity. We all have it. Creativity is what allows us to have successful sales when maybe it wasn’t likely to happen. The Ideas can be best explained as something to wrap your head around. Back in early 2014, when I started this blog, I used the idea of a behavior filter. The concept that you would strain your own behavior through these Principles.

I’d like to take a moment to reflect on some of the ideas that I’ve written about over the last few years. I know these ideas have helped me in my life and I hope that they might help others as well. I tell my sons about the Simple Ideas. I tell them that I hope that one day they, might, take these Ideas just a little bit more seriously than their peers and their competitors. Once they take a good simple idea more seriously than the next person, they can use their own creativity to launch their many success plans. It will give them a sense of quiet confidence about having gone out and learned their own direction.

I’ve written about:

-The idea of a checklist for personal responsibility. Heart Surgeons, Airline Pilots, and the crafting of Personal Responsibility and Dependability.

-The idea of Argument Structure. The ancient bone structure of reason and persuasion. This is the mental model on how to be influential in an important business meeting. Maybe not necessarily in your words, but in your thoughts and preparation.

-The Idea that Familiarity sells.

-The Idea of taking personal responsibility for our personal finances. If, at least, in a simple way.

-The Idea that in the most difficult situations, we need to remember two words….. Calm and Kind for guaranteed ethical behavior.

-The Idea of having 2 questions to ask when evaluating Hi-Tec imaging equipment.

-The old Dale Carnegie Idea of taking an interest in others.

-The Ben Franklin filter. Is this practical? Is this useful?

-The Idea that the Leader is often just the one who simplifies things.

For those of you followers who take a glance at these posts once in a while, Thanks.

Gonna keep-on-a-trudging forward!