Excerpt from Salesmanship and Sales Management
In law, the burden of proof rests with the plaintiff. The plaintiff must bring the charge, and must sustain it. A conviction can only be determined upon the direct or circumstantial evidence that the plaintiff develops.
In business these same principles are involved, and we find parallel conditions. The seller, the plaintiff, enters specific charges against the buyer, the defendant. It is alleged that the defendant is not clothing himself with the smartest, most serviceable, and most economical apparel; or that he does not consume the most nourishing cereal, ham or syrup; or that because he does not buy Blank's furniture or pianos, he is not equipping his home to the best advantage.
But here the similarity between law and business stops abruptly. In law, the plaintiff must prove such serious allegations; in business, curiously, the seller-plaintiff turns to the buyer-defendant and climaxes his speech by saying: "Prove the charges against yourself! Do it now. Don't accept a substitute! Prove that our goods are what we claim!"
The result: the buyer who acts in the double capacity of defendant and jury, escapes conviction, because he is not convinced.
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