"Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message"

This quote by William Bernbach highlights the relevance of concentrating on the item instead of the salesperson. He is stating that the work of the salesperson is to sell the item, not themselves. They should not count on their own cleverness or wit to make the sale, yet instead focus on the product and its message. The sales representative must simplify the item message and also eliminate any type of unconnected information that could be distracting or complex. They ought to likewise remove any type of weeds that are surrounding the product message, to ensure that the customer can plainly comprehend the item and also its benefits. Simply put, the sales representative ought to concentrate on the item and also its message, rather than their very own brains or wit.