A nice review of some time-honored principles of marketing. Some excerpts:

Furniture salesmen in white coats with clipboards selling mattresses -- brilliant use of this concept. Better yet, a computer analysis of your "sleep comfort number." The computer does not lie -- the $5,000 mattress recommended by the computer is the one for you! The salesman is taken out of the process. Brilliant.

The home service company that shows up at your door with a clean van and a clean service technician are also practicing this marketing method. The sharply dressed tailor/salesman in the men's clothing store is perceived as an expert clothier and fashion watcher. Notice that he always recommends a few nice shirts to go with those two suits?

Legitimate authority can position your company at the top of your prospects' mind and they will not question your expertise.