The History of the Ward's Company

Samuel Ward was an expert at sales strategies, many of which involved a good deal of social manipulation. He could teach salespeople to act as though a potential customer had already made a decision to buy a product without actually having done that. Or he might begin by showing a customer a base model that has very few features. And honestly, you don't really want to sell the base model because you're selling it at a very low price and the margin is very low.