The story of Elmer Wheeler, the man who coined, "Don't sell the steak, sell the sizzle"

Published: Wed, 05/28/25

Updated: Mon, 06/02/25

May 28, 2025

TOGETHER WITH

Good morning Quota readers, and welcome back to the sales newsletter that always plans to sleep in on Sunday, but can’t because it’s worried about giving you the best content for the week ahead. In this week’s issue, we’ll talk about Elmer Wheeler, the man who coined, “Don’t sell the steak, sell the sizzle,” along with our other fun-filled sections. So sit back, relax, and enjoy the ride.

NUMBER OF THE WEEK

66% of sales professionals have no desire to leave within the next year.

Source: Salesforce

SALES ROUNDUP

Here’s what’s happening in the sales world this week:

A 72-year-old Florida homeowner is accused of shooting at two door-to-door salesmen. The accused shooter, William M. Williams, has been arrested. “Two men were going door-to-door, attempting to sell solar panel packages for their company,” the sheriff’s office said. When they arrived at the suspect’s home and knocked on the door, they were greeted by a woman who was upset that they were there and told them to leave. As they began to leave the property, they heard multiple gunshots and turned to see a man pointing a gun in their direction. Williams then fired several more times toward them. You can read the full story here.
A New Jersey car salesman admitted in federal court to stealing over $180,000 from a customer at the car dealership he worked for and trying to falsely obtain more than $1.4 million in tax credits, officials with the U.S. Attorney’s Office said. James J. Mastrogiovanni, 44, of Washington Township, pleaded guilty to one count each of conspiracy to defraud the U.S., mail fraud, money laundering and access device fraud. Through false tax filings, Mastrogiovanni claimed over $1.4 million in tax credits that resulted in at least $545,692 in tax refunds disbursed to him and his family, authorities said. You can read more about the crimes here.

FEATURE

Image: Elmerwheeler.net

The story of Elmer Wheeler, the man who coined, "Don't sell the steak, sell the sizzle"

Nearly 100 years ago, long before modern marketing gurus preached the power of emotional selling, a bulky man with small features and a childlike expression revolutionized how America sold everything from vacuum cleaners to toothpaste. Elmer Wheeler, founder of the Tested Selling Institute, didn't just create memorable sales phrases—he invented an entirely new approach to persuasion that would influence generations of salespeople.

From Door-to-Door Beginnings to Early Insights

Wheeler's journey began in 1918 with the most humble circumstances imaginable: going door-to-door selling vacuum cleaners in Rochester as a fifteen-year-old. But even then, his genius for understanding human psychology was evident. Faced with "Beware of the Dog" signs, young Wheeler discovered he could disarm aggressive pets by learning their names from neighbors and greeting the dogs personally. This early lesson taught him what would become his life's work: the precise power of the right words at the right moment.

The real breakthrough came in Baltimore, where Wheeler's frustration with conventional advertising sales tactics led him to sell shirts at the May Store (later bought by Macy’s). There, he discovered his calling. Instead of reciting product features, Wheeler crafted sentences that spoke to customers' deepest concerns. His breakthrough phrase for shirts—"The buttons on this shirt are anchored on, and won't come off in the wringer"—addressed what women actually worried about: not whether collars fit properly, but whether they'd have to sew buttons while their morning coffee grew cold.

The Birth of Tested Selling

Wheeler would write dozens of variations for each product he sold, testing them scientifically on real customers until he found the perfect combination of words. This became the foundation of Wheeler's "Tested Selling" philosophy, which is used by virtually every marketer today in the form of “A/B testing.” His method was so revolutionary that Johns Hopkins University's Psychology Department studied his techniques using lie detectors, measuring customers' physiological responses to his sales pitches.

The Philosophy That Changed Everything

Wheeler's most famous principle, "Don't Sell the Steak—Sell the Sizzle," captured something profound about human nature. As he explained, "The sizzle has sold more steaks than the cow ever has." He understood that people don't buy products—they buy the feelings, benefits, and experiences those products provide. This wasn't just clever wordplay; it was a fundamental shift from feature-based to emotion-based selling.

Wheeler made a name for himself for his ability to create messaging taglines. In 1930, Texaco paid him $5,000 (equivalent to over $96,000 today) for nine words: "Is your oil at the proper level today, sir?" This seemingly simple question replaced the crude "Check your oil today?" and got service station attendants under 250,000 car hoods in a single week. For Abraham & Straus he created the "one or two eggs" technique, where soda fountain clerks would hold an egg in each hand while asking customers about their malted milk order. This simple presentation helped sell more eggs, as seven out of ten customers took at least one egg they hadn't originally wanted.

A Legacy That Endures

Wheeler's legacy extends far beyond individual sales phrases. He pioneered the scientific testing of sales language, established the principle of giving customers choices between options rather than yes-or-no questions, and proved that the right words could dramatically increase sales performance. His Tested Selling Institute grossed $50,000 annually (just under $1 million today) during the Depression, serving clients from Macy's to Johns-Manville.

Today's sellers who speak of "value propositions" and "emotional triggers" are walking paths first blazed by Elmer Wheeler. His insight that successful selling requires understanding not what you're offering, but what customers are truly buying, remains as relevant now as it was nearly a century ago.

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MEME OF THE WEEK

Source: Instagram -- Sales Humor

QUIZ

What percentage of real estate agents sold 1 or less homes in 2024?

A. 49%
B. 81%
C. 28%
D. 74%

SALES FAILS

Each week, we bring you the most cringe-worthy sales moments from across the web. To submit your sales fail story for consideration, click here. (Don't worry, you'll remain completely anonymous).

I used to work at a high-end bike shop. One day, a customer came in looking for a race bike, saying he was a serious road cyclist. I showed him several of our premium models —carbon fiber frames, the works. After narrowing it down to two bikes, he wanted to test ride both. I led him to our back lot where we do demonstrations, away from any traffic or parked cars. Before handing over the first bike, I grabbed a helmet from our rack. He brushed me off saying he didn't need the helmet, emphasizing his years of experience. I had to insist it was a non-negotiable store policy for insurance and safety reasons. He reluctantly put it on, clearly annoyed.

He mounted the bike and started riding smooth circles around the lot, getting a feel for the handling and gearing. Everything looked perfect, then he decided to test the brakes. Instead of gradually applying the rear brake like an experienced cyclist would, he grabbed the front brake lever hard. The bike stopped instantly and he went flying over the handlebars and landed on his head. I ran over to help him up; he was clearly embarrassed. The bike's paint got scratched when it hit the asphalt behind him and the helmet had a crack down the middle. When he saw the damage, he started apologizing and promised he'd pay for the helmet and whatever damage there was to the bike. We went inside and I rang him up at the counter for the helmet and told him I'd call him about the damage to the bike. He agreed, apologized again, then basically ran out of the store — still embarrassed. He didn't even thank me for saving his life.

Anonymous Location withheld

GRAPH OF THE WEEK

Source: LinkedIn Poll -- May 2025

WORTH A PEEK

Are you dressing the right way for your role (assuming you’re not just working from home in sweats)? This was the topic of discussion on a recent Reddit thread, where the poster had to send a rep home for wearing Gucci to meet with farmers. You can read the discussion here.

ASK THE QUOTA

Want to submit a question and be featured in our advice column? Click here. (Don't worry, you'll remain completely anonymous).

Dear Quota Team,

My company just offered me a promotion to regional sales manager, overseeing 12 reps across three states—something I've worked toward for years. The same week, a former colleague approached me about joining his new venture capital firm as a "sales enablement partner," helping their portfolio companies scale their sales operations. The VC role pays less initially but offers exposure to multiple industries, equity stakes in various startups, and potential pathways into investing. Do I take the traditional management promotion I've earned, or pivot into this unique hybrid role that could open doors I never imagined but has no clear precedent for success?

Deciding in California

Dear Deciding,

The VC opportunity presents a rare chance to leverage your sales expertise in a completely different arena with higher upside potential—these roles don't come around often and could fundamentally change your career. However, consider your risk tolerance and financial obligations: the management role offers predictable advancement and proven income, while the VC path is essentially a startup bet. If you can afford the initial pay cut and uncertainty, the VC role's exposure to multiple companies, equity opportunities, and potential transition into investing could be huge, not to mention a great learning opportunity. Ask yourself which job you'd regret not taking in five years—that's usually your answer.

Quiz Answer: A. 49% of real estate agents are reported to have sold one or less homes in 2024 (you can read the source article here)

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Today's email was written by Ken Kupchik, Erica Furgiuele, Steve Rado, and Emily Hill.

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