Many of today’s most trusted sales techniques were invented over a century ago by a young merchant named Eaton in Toronto. When he was young, Eaton worked briefly with his brothers in small-town stores. In 1879, he set up his own shop in downtown Toronto. He had many competitors, but he was also ambitious and had a plan for success. He offered a unique style of trade, but as was expected, all the other shopkeepers laughed at him, believing he would eventually fail. However, Eaton was not a man to be easily defeated; he came up with a brand new notion of business – ‘Goods satisfactory, or money refunded.’ He sold all his goods at fixed prices and only for cash.