How did he do it? Not by making a sales pitch in the traditional manner but presenting it as a way to help solve a family’s problem – how to cool off a scorching apartment or house, and which General Electric, Westinghouse, Frigidaire, Maytag or Philco unit they could afford. “To me, being able to sell may be, as my father said, the most important quality in business and it has served me well since,” Tellem said. “I was able to understand the person and what they’re looking for. I was able, through that connection, to find a way to make a deal that served both sides. That’s what gave me credibility. I built credibility and trust in a short moment. That was critical to making a sale.”