Keep It Simple Salesman Principle

Earl Nightingale once called the late Fred Herman "America's greatest sales trainer." It's a tittle I think he deserved. To my knowledge, Fred is the only salesman ever to appear as a guest on The Tonight Show with Johnny Carson. (Carson said, "OK, since you're the greatest salesman, sell me this ashtray." Fred picked it up, examined it, and asked, "If you were going to buy this ashtray, what would you expect to pay for it?" Carson named a price.
Fred said, "Sold!")
I discovered Fred Herman's work after I already had years of experience in selling; I wish I had found it when I started. Fred is probably most famous for coining the KISS Principle for Selling: Keep It Simple, Salesman! This is an  immensely valuable lesson that I learned the hard way.
Source: Sales Success by Dan Kennedy