,,addition ,,to ,,li/ ,,( ,,f\nd]s ,,alex&] ,,co41 ,,:eel+1 ,w4 ,,va4 ,l4 ,s4 ,,donaldson ,,co41 ,,m9neapolis1 ,,m9n4 ,r4 ,h4 ,,fyfe ,,co41 ,,detroit1 ,,mi*4 ,a4 ,h4 ,,geut+ ,,co41 ,,philadelphia1 ,,pa4 ,,krupp ,,tuffly1 ,,h\/on1 ,,texas ,,pott] ,,%oe ,,co41 ,,c9c9nati1 ,,ohio ,,%]ron ,,%oe ,,co41 ,,memphis1 ,,t5n4 ,,slade ,,%oe ,,%ops1 ,,des ,,mo9es1 ,,i[a ,,vaile ,,%oe ,,co41 ,,kokomo1 ,,ind4 ,,van ,,degrift ,,%oe ,,co41 ,,los ,,angeles1 ,,cal4 ,,volk ,,bros4 ,,co41 ,,dallas1 ,,texas ,k4 ,w4 ,,watt]s ,,co41 ,,buffalo1 ,n4 ,y4 ,,addition ,,to ,,li/ ,,( ,,consultants ,,seaton ,w4 ,,alex&]1 ,presid5t1 ,alex&] ,co4 ,a4 ,o4 ,,day1 ,r4 ,h4 ,fyfe ,co4 ,,mrs4 ,,j5nie ,l4 ,,evans1 ,firm ,memb]1 ,lewis ,reilly ,r4 ,h4 ,,fyfe1 ,presid5t1 ,r4 ,h4 ,fyfe ,co4 ,,william ,r4 ,,lewis1 ,firm ,memb]1 ,lewis ,reilly ,,william ,,liv+/on1 ,r4 ,h4 ,fyfe ,co4 ,h4 ,c4 ,mc,l,a,u,g,h,l,i,n1 ,%oe ,buy]1 ,pott] ,%oe ,co4 ,,h5ry ,,mooreh\se1 ,g5]al ,manag]1 ,brockton ,la/ ,co4 ,,james ,p4 ,,orr1 ,presid5t1 ,pott] ,%oe ,co4 ,g4 ,s4 ,,ro?1 ,manag] ,%oe ,dept41 ,l4 ,s4 ,donaldson ,co4 ,t4 ,m4 ,,scogg9s1 ,vice-,presid5t1 ,krupp ,tuffly ,,?omas ,w4 ,,%]ron1 ,presid5t1 ,%]ron ,%oe ,co4 ,,milo ,a4 ,,slade1 ,firm ,memb]1 ,slade ,%oe ,%ops ,j4 ,f4 ,,teehan1 ,vice-,presid5t1 ,dunb> ,patt]n ,co4 ,l4 ,f4 ,,tuffly1 ,presid5t1 ,krupp ,tuffly ,,victor ,e4 ,,vaile1 ,presid5t1 ,vaile ,%oe ,co4 ,h4 ,l4 ,,van ,,degrift1 ,g5]al ,manag]1 ,van ,degrift ,%oe ,co4 ,l4 ,w4 ,,volk1 ,firm ,memb]1 ,volk ,bros4 ,co4 ,,retail ,,%oe ,,salesm5',s ,,in/itute ,conduct+ ,! ,educational ,tra9+ ,c\rse = ,retail ,%oe ,salesm5 ,,f\nd]s ,,george ,w4 ,,bak] ,,%oe ,,co41 ,,brooklyn1 ,n4 ,y4 ,,bliss ,,p]ry ,,co41 ,,newburyport1 ,,mass4 ,,boot ,,%oe ,,record]1 ,,bo/on1 ,,mass4 ,,bri/ol ,,pat5t ,,lea!r ,,co41 ,,bo/on1 ,,mass4 ,,brockton ,,r& ,,co41 ,,brockton1 ,,mass4 ,,br[n ,,%oe ,,co41 ,,/4 ,,l\is1 ,,mo4 ,,ar?ur ,l ,,evans1 ,,bo/on1 ,,mass4 ,l4 ,b4 ,,evans' ,,son ,,co41 ,,wakefield1 ,,mass4 ,,f>nswor?1 ,,hoyt ,,co41 ,,bo/on1 ,,mass4 ,,haz5 ,b4 ,,goodri* ,,co41 ,,hav]hill1 ,,mass4 ,,haz5-,,br[n ,,co41 ,,bo/on1 ,,mass4 ,,hunt-,,rank9 ,,lea!r ,,co41 ,,bo/on1 ,,mass4 ,,george ,e4 ,,kei? ,,co41 ,,brockton1 ,,mass4 ,,key/one ,,lea!r ,,co41 ,,philadelphia1 ,,pa4 ,,m5ihan ,,co41 ,,ro*e/]1 ,n4 ,y4 ,,morse ,,burt ,,co41 ,,brooklyn1 ,n4 ,y4 ,a4 ,e4 ,,nettleton ,,co41 ,,syracuse1 ,n4 ,y4 ,,pet]s ,,mfg4 ,,co41 ,,bo/on1 ,,mass4 ,,?omas ,g4 ,,plant ,,co41 ,,bo/on1 ,,mass4 ,,rice ,,hut*9s1 ,,inc41 ,,bo/on1 ,,mass4 ,,seamans ,,cobb ,,co41 ,,bo/on1 ,,mass4 ,,selby ,,%oe ,,co41 ,,portsm\?1 ,,ohio4 ,,/etson ,,%ops ,,inc41 ,,s\? ,,weym\?1 ,,mass4 ,,! ,,%oe ,,retail]1 ,,bo/on1 ,,mass4 ,,unit$ ,,%oe ,,ma*9]y ,,co41 ,,bo/on1 ,,mass4 ,,unit$ ,,/ates ,,rubb] ,,co41 ,,new ,,york1 ,n4 ,y4 ,,wiz>d ,,foot ,,appliance ,,co41 ,,/4 ,,l\is1 ,,mo4 ,e4 ,t4 ,,wright ,,co41 ,,rockl&1 ,,mass4 ,,national ,,%oe ,,retail]s' ,,association4 ,,*i%olm ,,%oe ,,co41 ,,clevel&1 ,,ohio4 ,,coh5 ,,bro!rs1 ,,jacksonville1 ,,fla4 ,,william ,,fil5e',s ,,sons ,,co41 ,,bo/on1 ,,mass4 ,,gil*ri/ ,,co41 ,,bo/on1 ,,mass4 ,w4 ,c4 ,,goodw91 ,,fit*burg1 ,,mass4 ,,gu>antee ,,%oe ,,co41 ,,san ,,antonio1 ,,texas4 ,f ,a4 ,,gu9ivan1 ,,philadelphia1 ,,pa4 ,,hirs*-,,ullman ,,%oe ,,co41 ,,el ,,paso1 ,,texas4 ,a4 ,v4 ,,holbrook ,,boot]y ,,co41 ,,columbus1 ,,ohio4 ,a4 ,h4 ,,h[e ,,sons1 ,,bo/on1 ,,mass4 ,,jones1 ,,pet]son ,,ne:all ,,co41 ,,bo/on1 ,,mass4 ,,john ,a4 ,,meadors ,,sons1 ,,na%ville1 ,,t5n4 ,,?omas ,f4 ,,peirce ,,son1 ,,provid5ce1 ,r4 ,i4 ,w4 ,g4 ,,simmons ,,corp41 ,,h>t=d1 ,,conn4 ,,/ell+-,,nick]son ,,%oe ,,co41 ,,augu/a1 ,,ga4 ,w4 ,w4 ,,willson1 ,,bo/on1 ,,mass4 ,,editorial ,,c\ncil ,,ar?ur ,l4 ,,evans1 ,editor 9 ,*ief ,,george ,f4 ,,hamilton1 ,manag+ ,editor ,,consultants ,c4 ,q4 ,,adams4 ,g5]al ,manag]1 ,bri/ol ,pat5t-,lea!r ,co4 ,,ar?ur ,d4 ,,&]son4 ,editor1 ,boot & ,%oe ,record] ,c4 ,l4 ,,&]son1 ,presid5t1 ,bri/ol ,pat5t ,lea!r ,co4 ,t4 ,f4 ,,&]son1 ,secret>y1 ,new ,engl& ,%oe ,lea!r ,ass'n4 ,,george ,w4 ,,bak]1 ,presid5t1 ,george ,w4 ,bak] ,%oe ,co4 ,,george ,w4 ,,bak]1 ,jr41 ,sec'y & ,treas41 ,george ,w4 ,bak] ,%oe ,co4 ,,john ,a4 ,,b>b\r1 ,presid5t1 ,brockton ,r& ,co4 ,,p]ley ,e4 ,,b>b\r1 ,vice ,presid5t1 ,brockton ,r& ,co4 ,,*>les ,a4 ,,bliss1 ,treasur]1 ,bliss ,p]ry ,co4 ,,elm] ,j4 ,,bliss1 ,presid5t1 ,regal ,%oe ,co4 ,,frank ,j4 ,,bradley1 ,presid5t1 ,haz5 ,b4 ,goodri* ,co4 ,,frank ,r4 ,,briggs1 ,treasur]1 ,?omas ,g4 ,plant ,co4 ,e4 ,p4 ,,br[n1 ,presid5t1 ,unit$ ,%oe ,ma*9]y ,co4 ,,max ,,br[n1 ,presid5t1 ,haz5-,br[n ,co4 ,,john ,a4 ,,bu%1 ,presid5t1 ,br[n ,%oe ,co4 ,,*>les ,t4 ,,cahill1 ,unit$ ,%oe ,ma*9]y ,co4 ,c4 ,k4 ,,*i%olm1 ,firm ,memb]1 ,*i%olm ,%oe ,co4 ,f4 ,s4 ,,cobb1 ,presid5t1 ,seamans ,cobb ,co4 ,,h5ry ,w4 ,,cook1 ,vice ,presid5t1 ,a4 ,e4 ,nettleton ,co4 ,h4 ,t4 ,,conn]1 ,vice ,presid5t1 ,george ,e4 ,kei? ,/ores ,co4 ,,l\is ,a4 ,,coolidge1 ,treasur]1 ,unit$ ,%oe ,ma*9]y ,co4 ,e4 ,d4 ,,cox1 ,unit$ ,%oe ,ma*9]y ,co4 ,f4 ,f4 ,,cutl]1 ,presid5t1 ,! ,cutl] ,publications4 ,a4 ,w4 ,,donovan1 ,presid5t1 ,e4 ,t4 ,wright ,co4 ,w4 ,f4 ,,enright1 ,unit$ ,/ates ,rubb] ,co4 ,,ar?ur ,,lucius ,,evans1 ,treasur]1 ,l4 ,b4 ,evans' ,son ,co4 ,,p]cival ,b4 ,,evans1 ,vice ,presid5t1 ,l4 ,b4 ,evans' ,son ,co4 ,a4 ,h4 ,,geut+1 ,deal] & ,ex-,presid5t1 ,national ,%oe ,retail]s' ,association ,w4 ,c4 ,,goodw91 ,deal] ,,john ,s4 ,,griffi?s1 ,presid5t1 ,l4 ,b4 ,evans' ,son ,co4 ,,frank ,a4 ,,gu9ivan1 ,or?op$ic & ,m]*&is+ ,speciali/ ,a4 ,c4 ,,heald1 ,treasur]1 ,/etson ,%oe ,co4 ,,*>les ,a4 ,,hirs*1 ,hirs*-,ullman ,%oe ,co4 ,a4 ,v4 ,,holbrook1 ,presid5t1 ,a4 ,v4 ,holbrook ,boot]y ,co4 ,,irv+ ,b4 ,,h[e1 ,p>tn]1 ,a4 ,h4 ,h[e ,sons4 ,,*>les ,c4 ,,hoyt1 ,presid5t1 ,f>nswor?1 ,hoyt ,co4 ,,h]b]t ,v4 ,,hunt1 ,presid5t1 ,hunt-,rank9 ,lea!r ,co4 ,,george ,e4 ,,kei?1 ,presid5t1 ,george ,e4 ,kei? ,co4 ,,h>old ,c4 ,,kei?1 ,treasur]1 ,george ,e4 ,kei? ,co4 ,j4 ,f4 ,,kn[les1 ,treasur]1 ,w4 ,g4 ,simmons ,corp4 ,,george ,h4 ,,lea*1 ,secret>y1 ,george ,e4 ,kei? ,co4 ,a4 ,h4 ,,lockwood1 ,editor1 ,%oe ,lea!r ,report] ,,frank ,r4 ,,maxwell1 ,vice ,presid5t1 ,?omas ,g4 ,plant ,co4 ,,george ,h4 ,,mayo1 ,manag]1 ,footwe> ,division1 ,unit$ ,/ates ,rubb] ,co4 ,,all5 ,h4 ,,meadors1 ,p>tn]1 ,john ,a4 ,meadors ,sons4 ,j4 ,g4 ,,m5ihan1 ,presid5t1 ,m5ihan ,co4 ,t4 ,c4 ,,mirkil1 ,secret>y-,commission]1 ,national ,%oe ,retail]s' ,association ,,raymond ,p4 ,,morse1 ,treasur]1 ,morse ,burt ,co4 ,,james ,a4 ,,munroe1 ,vice ,presid5t1 ,e4 ,t4 ,wright ,co4 ,,george ,a4 ,,ne:all1 ,vice ,presid5t1 ,jones1 ,pet]son ,ne:all ,co4 ,,george ,e4 ,,peirce1 ,firm memb]1 ,?omas ,f4 ,peirce ,son ,,walt] ,i4 ,,p]ry1 ,presid5t1 ,bliss ,p]ry ,co4 ,,paul ,a4 ,,pet]s1 ,vice ,presid5t1 ,pet]s ,mfg4 ,co4 ,,william ,f4 ,,pet]s1 ,presid5t1 ,pet]s ,mfg4 ,co4 ,,burt ,w4 ,,rank91 ,treasur]1 ,hunt-,rank9 ,lea!r ,co4 ,j4 ,b4 ,,re9h>t1 ,vice ,presid5t1 ,wiz>d ,foot ,appliance ,co4 ,,*>les ,a4 ,,reynolds1 ,presid5t1 ,key/one ,lea!r ,co4 ,,fr$ ,b4 ,,rice1 ,vice ,presid5t1 ,rice ,hut*9s1 ,inc4 ,,hollis ,b4 ,,scates1 ,%oe ,division ,manag]1 ,william ,fil5e's ,sons ,co4 ,,m>k ,w4 ,,selby1 ,vice ,presid5t & ,secret>y1 ,selby ,%oe ,co4 ,f4 ,w4 ,,small1 ,manag] ,%oe ,dept41 ,gil*ri/ ,co4 ,s4 ,g4 ,,spitz]1 ,manag] ,%oe ,dept41 ,s4 ,kann ,sons ,co4 ,,fr$ ,w4 ,,/anton1 ,secret>y1 ,national ,%oe ,travel]s' ,association ,,frank ,h4 ,,/ell+1 ,/ell+-,nick]son ,%oe ,co4 ,e4 ,h4 ,,/etson1 ,presid5t1 ,/etson ,%oe ,co4 ,,james ,h4 ,,/one1 ,editor1 ,! ,%oe ,retail]4 ,e4 ,b4 ,,t]hune1 ,treasur] & ,g5]al ,manag]1 ,boot & ,%oe ,record]4 ,,george ,a4 ,,volk1 ,firm memb]1 ,volk ,bros4 ,co4 ,j4 ,m4 ,,watson1 ,presid5t1 ,gu>antee ,%oe ,co4 ,r4 ,r4 ,,wilk9son1 ,%oe ,buy]1 ,coh5 ,bro!rs4 ,w4 ,w4 ,,willson1 ,/ore ,sales ,manag]1 ,rice ,hut*9s1 ,inc4 ,e4 ,t4 ,,wright1 ,treasur]1 ,e4 ,t4 ,wright ,co4 ,,retail ,,%oe ,,salesman%ip ,,by ,,george ,f4 ,,hamilton ,,manag+ ,,editor1 ,,retail ,,%oe ,,salesm5',s ,,in/itute ,,=m]ly ,,associate ,,editor1 ,,alex&] ,,hamilton ,,in/itute2 ,,=m]ly ,,lectur] ,,9 ,,f9ance1 ,,br[n ,,univ]sity ,,9 ,,collaboration ,,) ,frank ,butt]wor?1 ,/ore ,sales ,manag]1 ,regal ,%oe ,co4 ,h4 ,t4 ,conn]1 ,vice-,presid5t1 ,george ,e4 ,kei? ,/ores ,co4 ,a4 ,h4 ,geut+1 ,deal]1 ,ex-,pres41 ,national ,%oe ,retail]s' ,ass'n4 ,a4 ,v4 ,holbrook1 ,presid5t1 ,a4 ,v4 ,holbrook ,boot]y ,co4 ,all5 ,h4 ,meadors1 ,p>tn]1 ,john ,a4 ,meadors ,sons ,hollis ,b4 ,scates1 ,%oe ,division ,manag]1 ,william ,fil5e's ,sons ,co4 ,f4 ,w4 ,small1 ,%oe ,dep>tm5t ,manag]1 ,gil*ri/ ,co4 ,j4 ,m4 ,watson1 ,presid5t1 ,gu>antee ,%oe ,co4 ,r4 ,r4 ,wilk9son1 ,%oe ,buy]1 ,coh5 ,bros4 ,w4 ,w4 ,willson1 ,manag] ,retail ,/ores1 ,rice ,hut*9s1 ,inc4 ,,volume #a ,,con/itut+ ,,"p ,,( ,,! ,,tra9+ ,,c\rse ,,= ,,retail ,,%oe ,,salesm5 ,,retail ,,%oe ,,salesm5',s ,,in/itute ,,bo/on ,,copyright1 #aibj1 ,,by ,,retail ,,%oe ,,salesm5',s ,,in/itute ,all rights res]v$ ,made 9 ,u4,s4,a4 ---------------------------------------- -------------------------------- ,,preface ,9 ! prep>ation ( ?is volume ! plan has be5 to pres5t ! pr9ciples ( %oe salesman%ip--n an ab/ract or g5]aliz$ treatm5t b a specific /atem5t ( ! pr9ciples z !y apply directly to ! daily ef=ts ( ! retail %oe salesman4 ,?r\gh\t1 ! au?or's purpose has be5 to emphasize ! fact t true salesman%ip is an ef=t ( bra9s r ?an "o ( physical endeavor or rule-(-?umb me?ods4 ,x is recogniz$ t prep>ation = success 9 sell+ mu/ comm5ce )9 ! man himself & t only z he improves himself w he be able to communicate a high] quality ( s]vice to 8 cu/om]4 ,realiz+ ?is1 ! *ief /ress 9 ! fir/ f\r *apt]s ( ! volume is plac$ on ^? important qualities t h to d ) ! man's responsibility to himself4 ,ma9ly ^! are consid]ations be>+ on ! prop] c>e & developm5t ( ! body &1 :at is /ill m ess5tial1 ! prop] m5tal attitude ( ! man t[>d 8 pres5t job & future developm5t4 ,?is hav+ be5 accompli%$ ! salesman is ready to consid] 8 fur!r gr[?1 :i* comes ?r\gh a bett] und]/&+ ( 8 relation & responsibility to o!rs--! cu/om] & ! employ]4 ,x is on ^! facts t ! ma9 /ress is laid ?r\gh\t ! lat] *apt]s4 ,ackn[l$gm5t is gratefully made to ! foll[+ %oe m5 = _! valuable sugge/ions1 bas$ ^u ye>s ( successful sell+ exp]i5ce3 ,james ,m4 ,borl&1 ,george ,f4 ,breck1 ,r4 ,e4 ,c>ad9e1 ,h]b]t ,e4 ,curri]1 ,r4 ,c4 ,he>ne1 ,j4 ,f4 ,kn[les1 ,w4 ,e4 ,mc,ilhenny1 ,h4 ,c4 ,mc,laughlin1 ,?omas ,b4 ,mea?1 ,a4 ,e4 ,oldak]1 ,joseph ,e4 ,palm]1 ,a4 ,e4 ,pitts1 ,john ,f4 ,re$y1 ,sydney ,/okes4 ,,george ,f4 ,,hamilton ,,table ,,( ,,cont5ts ,,*apt] ,i ,,page ,,! ,,field ,,( ,,retail ,,sell+ #a-h ,purpose ( ! ,c\rse2 ,! ,plan2 ,h[ to ,read2 ,! ,sci5ce ( ,bus9ess2 ,! ,salesman's ,place2 ,retail ,%oe ,sell+4 ,,*apt] ,,ii ,,relation ,,( ,,! ,,man ,,to ,,8 ,,job #i-bb ,s]vice2 ,self ,analysis2 ,confid5ce2 ,"*2 ,p]sonality2 ,c>v+ ,out a ,c>e]2 ,co-op]ation2 ,success ! ,rew>d ( ,m]it2 ,! ,price ( ,success4 ,,*apt] ,,iii ,,heal? ,,an ,,important ,,factor #bc-ch ,joy ( a ,heal?y ,body2 ,keep+ 8,fit0 = ,bus9ess2 ,food2 ,fre% ,air2 ,sleep2 ,le>n to ,play2 ,c>e ( ! ,body2 ,"w & ,play = ! ,m9d2 ,n]ves2 ,p]sonal ,appe>ance2 ,! ,knack ( ,be+ ,well ,dress$4 ,,*apt] ,,iv ,,en?usiasm ,,) ,,hone/y #ci-ee ,gett+ 8,life0 ,into ! ,sale2 ,adv]tis+ to ,focus ! ,cu/om]'s ,en?usiasm2 ,:at is ,en?usiasm82 ,keep+ ,up ,/eam2 ,make ! ,fir/ ,sale to ,y\rself2 ,! ,future a ,reflection ( 8,to-,days02 ,hone/y2 ,dang] ( ,ov]-,en?usiasm2 ,promises4 ,,*apt] ,v ,,! ,,cu/om] ,,z ,,! ,,salesman',s ,,gue/ #ef-ge ,! ,human ,he>t ,?rob2 ,greet+ ! ,cu/om]2 ,rememb]+ ! ,"n2 ,no ,geography 9 ,s]vice2 ,famili>ity2 ,meet+ ,him ,face to ,face2 ,side ,*att]2 ,pa9ful ,sil5ce2 ,cu/om] ,conc5tration2 ,talk+ 9 ,t]ms ( 8,y02 ,/ick to ! ,sale2 ,talk+ 9 ,positive ,t]ms2 ,don't ,argue2 8,w>-,"t ,portions0 ,out ( ,date4 ,,*apt] ,,vi ,,tak+ ,,an ,,int]e/ ,,9 ,,! ,,cu/om] #gf-ie ,are ,y ,sell+ or ,is ,he ,buy+82 ,gett+ ,8 ,int]e/2 ,po9ts ( ,contact2 ,h&l+ ! ,goods2 ,appropriate ,sell+ ,talk2 ,sugge/ion2 ,/udy+ ! ,cu/om]2 ,discrim9ation ,among ,cu/om]s2 ,int]ruptions4 ,,*apt] ,,vii ,,diff]5t ,,types ,,( ,,cu/om]s #if-aji ,v>iety ,among ,p2 ,human ,nature2 ,tun+-,up to ! ,cu/om]2 ,*ildr52 ,talkative ,p2 ,practical2 ,sil5t2 ,unpleasant or ,gr\*y2 ,eld]ly ,p]son or ,invalid4 ,,*apt] ,,viii ,,diff]5t ,,types ,,( ,,cu/om]s 7,cont9u$7 #aaj-abb ,9 a ,hurry2 8,only ,look+02 ,undecid$2 ,two ,fri5ds ,toge!r2 ,ignorant & ,poor2 ,/yle ,reg>dless ( ,price2 ,actual or ,assum$ ,foot ,tr\bles4 ,,*apt] ,,ix ,,%[+ ,,! ,,goods #abc-adb ,fre%5-,up ! ,sell+ ,talk2 ,! ,outsid]'s ,po9t ( ,view2 ,gett+ ,"u-,way 9 ! ,sale2 ,/yle ,n 9 ,/ock2 8,j z ,good02 ,select+ ! ,/ock2 ,don't ,conc5trate on ,"o ,l9e2 ,%[+ ,m ,goods2 ,cu/om] ,:o ,does ,n ,buy4 ,,*apt] ,x ,,k ,,( ,,! ,,/ock #adc-aei 8,^! are ,bett]02 ,/udy ( ! ,/ock2 ,/yles2 ,/ock ,arrangem5t2 ,"t ,sav+2 ,keep+ ,po/$ on ,new ,/ock2 ,cu/om]s' ,criticisms2 ,/ock ,turn-,ov]4 ,,*apt] ,,xi ,,money ,,value ,,( ,,ideas #afj-agd ,gett+ 8,"u ,8 ,sk902 ,mak+ ,two ,sales ,out ( ,"o2 ,advantages ( an ,extra ,pair2 ,clos+ ! ,sale 9 ! ,/ore2 ,gett+ ,bus9ess ,f ,outside ,fri5ds2 ,telephone ,salesman%ip2 ,p]sonal ,lett]2 ,advantages ( ,display ,fixtures2 ,exagg]ation2 ,=c$ ,sales4 ,,*apt] ,,xii ,,! ,,salesman',s ,,responsibility #age-aig ,sell+ ,p4,m4 ,goods2 ,purpose ( ! ,p4,m42 ,advantages2 ,disadvantages2 ,salesman's ,attitude ,t[>d ,p4,m4's2 ,! ,cu/om]'s ,frame ( ,m9d2 ,returns2 ,ex*anges2 ,adju/m5ts2 ,co-op]ation2 ,team ,"w2 ,pull+ ,toge!r ,) ! ,/ore ,sy/em2 ,individual ,responsibility2 ,! ,salesman z a ,consult+ ,exp]t2 ,conclusion4 ,,retail ,,%oe ,,salesman%ip ,,*apt] ,i ,,! ,,field ,,( ,,retail ,,sell+ ,,purpose ,,( ,,! ,,c\rse ,! :ole idea & purpose ( ! ,tra9+ ,c\rse = ,retail ,%oe ,salesm5 is to supply ! means to increase ! salesman's value4#a ,! slogan ( ! ,retail ,%oe ,salesm5's ,in/itute is ! pla9 tru? t 8,k ,appli$ is ,p[]40 ,k ( itself is ( no m value ?an idle /eam f ! teapot4 ,h>ness up ! /eam s t x may be put to "w & x moves ! _w--x op]ates y\r factories1 lights y\r cities1 gr[s y\r food & keeps y w>m4 ,s also ) k4 ,all ! _w's le>n+ is wor? n a doll> unless x is h>ness$-up to ! practical problem ( ev]yday life4 ,footnote #a3 ,al?\gh1 ?r\gh\t ! ,c\rse1 m5tion is (t5 made ( 8! salesman10 )\t ref]5ce to ! saleswoman1 ?is is done to avoid repetition1 simply z a matt] ( conv5i5ce 9 read+4 ,?is volume & all o!rs ( ! ,c\rse are design$ to meet ! special ne$s ( bo? ! retail %oe salesman & ! saleswoman4 ,simil>ly ! cu/om] is = conv5i5ce ref]r$ to by ! use ( ! mascul9e pron\n =ms4 ,above all o!r ?+s ?is ,c\rse is practical4 ,x is ! fir/-h& /atem5t ( ! exp]i5ce ga!r$ z a result ( ye>s ( ef=t by successful m5 9 ! %oe bus9ess4 ,x is a pla9 /atem5t ( pr9ciples & practices ( success t h co/ ^! m5 hundr$s ( ?\s&s ( doll>s to ga!r 9 ! s*ool ( practical exp]i5ce4 ,?is is an advanc$ age4 ,no long] ne$ ! man or woman ( ambition grope ar\nd 9 ! d>kness to f9d a safe foot+ on :i* to build a c>e]4 ,bus9ess today is a r$-blood$ man's game1 & success comes to ^? :o "k ! rules ( ?is game4 ,"h are ! rules--le>n to "k !m4 ,,! ,,plan 8,any?+ t's wor? hav+ is wor? work+ =40 ,& ! happy tru? is t aft] y get into ! _s ( ! game1 m ?an half ! fun is 9 ! work+4 ,*>les ,m4 ,s*wab1 ! great /eel magnate1 said to be ! greate/ salesman 9 ! _w1 has made millions--m ?an he or 8 family w be able to sp5d 9 a lifetime4 ,b he is on ! job e day4 ,n because he wants m money1 b because he loves ! bus9ess game1 & w\ld r give up 8 millions ?an be put out ( ! game4 ,?is is ! _s t w9s4 ,9 ?is ,c\rse y h ! tools ) :i* success 9 y\r "w is built4 ,t y h fai? 9 y\r own ability to move up is %[n 9 ! fact t y h numb]$ y\rself among ^? :o are no long] satisfi$ to cont9ue 9 ! rut ( r\t9e & :o h tak5 a firm /& to move on & up4 ,! ,tra9+ ,c\rse is n a ?+ ( magic1 l ,aladd9's lamp1 t _h only to be rubb$ to satisfy ! own]'s fonde/ desire4 ,!re is no royal road to success4 ,desire1 ef=t1 "w are ! signpo/s t m>k ! upw>d way4 ,! ,c\rse supplies ! ne$ ( ambiti\s m5 & wom5 :o realize t success comes only z a rew>d ( indu/ry1 & are will+ to meet x half way4 ,! c\rse ( read+ is plann$ to cont9ue = a p]iod ( "o ye>1 or1 to be exact1 #dh weeks f ! "t ( ! subscrib]'s enrollm5t4 ,"s w f9d x conv5i5t to complete ! read+ )9 a %ort] "t4 ,h[ev]1 ! long] p]iod has purposely be5 arrang$ s t ea* read] w h pl5ty ( "t to ?or\ghly cov] ea* feature ( ! ,c\rse & ?us to get f x ! maximum b5efit4 ,,h[ ,,to ,,read ,le>n to read 9 t]ms ( ideas r ?an 9 t]ms ( l9es or pages4 ,:5 ,l9coln deliv]$ 8 ,gettysburg ,address a great multitude1 ga!r$ f all ov] ! c\ntry1 0 assembl$ be=e him4 ,^! p _h come to he> a great spee* f ! =emo/ /atesman ( ! age4 ,su* a spee*1 !y ?\ght1 %\ld call =? all 8 eloqu5ce & oratory4 ,& s !y 7 disappo9t$ ) ,l9coln's simple little talk1 t took less ?an five m9utes to deliv]4 ,9 fact1 only "o or two ( ! newspap]s bo!r$ to comm5t on x ! next day4 ,!y _h calculat$ its value 9 t]ms ( space r ?an wisdom1 & _h ov]look$ "o ( ! f9e/ spee*es ev] deliv]$ 9 ?is or any o!r c\ntry4 ,9 o!r words1 le>n to read ) ! m9d r ?an ! eye4 ,eight volumes make up ! work+ basis ( ! ,c\rse4 ,y h six weeks 9 :i* to read ea* "o ( ^!--less ?an five pages ( read+ ea* day4 ,le>n to d ?is read+ s t y may absorb x & make x a "p ( y\r daily work+ equipm5t4 ,x may be on ! pr9ciples ( sell+1 or correct %oe fitt+1 or on a discussion ( %oe lea!r--:atev] x is be sure y "k x1 be sure x has become ?or\ghly soak$ into y\r bra91 & !n be sure to use x4 ,only z y apply y\r k w y be able to turn x into doll>s4 ,s beg9 at once4 ,,! ,,sci5ce ,,( ,,bus9ess ,once 9 a :ile y w f9d a man :o w %y at :at he calls 8!ory40 ,8 idea ( !ory is probably any?+ t comes f books4 ,n long ago "o ( ^! m5 said he didn't believe 8 bus9ess _h lo/ money ! previ\s ye>1 al?\gh 8 l$g] said s4 ,h[ev]1 8 cr$itors a little lat] conv9c$ him he 0 bankrupt4 ,x didn't make mu* diff]5ce !n :e!r or n he believ$ ! facts or /ill consid]$ !m !ory4 ,! law :i* says t an object left unsupport$ 9 ! air w drop to e>? is !ory4 ,:o c>es :e!r ! s-call$ 8practical man0 believes x or n--x's a fact4 ,& if he /eps (f ! side ( a dit* ! natural law op]ates & !ory proves to be a fact4 ,bus9ess today is a sci5ce4 ,x is gov]n$ by pr9ciples t are z unfail+ z ! sun4 ,! ,c\rse pres5ts ! pr9ciples ( sci5tific retail %oe sell+4 ,^! are ! mo/ practical ?+s 9 bus9ess4 ,,! ,,salesman',s ,,place ,9 ! :ole s*eme ( m]*&is+1 f ! ga!r+ ( raw mat]ials to ! deliv]y ( ! f9i%$ article 9 ! cu/om]'s h&s1 no job is m important ?an t ( ! retail salesman4 ,8 is ! f9al ef=t4 ,x has be5 prec$$ by ! comb9$ labor ( t5s ( ?\s&s ( work]s & ! inve/m5t ( hundr$s ( millions ( capital to furni% ! means ( welcom+ ! cu/om] & ( enc\rag+ ! sale4 ,^! great exp5ditures ( m9d1 labor & money h be5 made to build an organisation1 to provide attractive salesrooms ) all _! necess>y fitt+s1 exp]i5c$ & high sal>i$ buy]s h be5 busy 9 br++ toge!r desirable /ock1 exp5sive adv]tis+ has be5 s5t broadca/4 ,b :at does x all am\nt to )\t ! f9al sale8 ,x rema9s = ! retail salesman to meet ! cu/om] face to face & ^u ! ability he has to move ! /ock is det]m9$ ! success or failure ( ! :ole und]tak+4 ,?is1 surely1 is a big job & x c>ries ) x a big responsibility4 ,amid pres5t-day competition no long] c we sit back 9 hopeful anticipation = ! be/4 ,sell+ is ma9ly a matt] ( bra9s1 & success comes 9 proportion to ! am\nt ( ability mix$ ) ef=t4 ,,retail ,,%oe ,,sell+ ,! annual %oe bus9ess ( ! ,unit$ ,/ates is e/imat$ at m ?an #a1ejj1jjj1jjj4 ,!re are close on to #bej1jjj m5 & wom5 engag$ 9 ! retail sell+ ( %oes1 mo/ ( :om sp5d _! entire ef=t 9 ! "w4 ,billions ( inve/$ capital is requir$ to furni% ! means ( c>ry+ on ?is enorm\s bus9ess4 ,f ! /&po9t ( co/ z well z importance z "p ( a man's we>+ app>el ! %oe ranks second only to 8 suit ( clo!s4 ,) mo/ wom5 ?is is true also4 ,no o!r "p ( a p]son's w>drobe1 :e!r x be ( a man1 woman or *ild1 becomes s intimately associat$ ) ! s5ses ( com=t1 self-satisfaction1 & ! mild & h>mless conceit ( ! we>]4 ,a new %oe is an ev5t4 ,9 ! selection ( a %irt1 a coll> or a tie ! ma9 consid]ation is t ( appe>ance1 & if ! article proves a disappo9tm5t x goes to ! scrap heap )\t any great money loss4 ,fur!rmore x has caus$ no actual physical discom=t4 ,b n s ) ! %oe4 ,a t5-doll> %oe is expect$ to give fifte5 or tw5ty doll>s wor? ( we>2 x mu/ /& all k9ds ( abuse & wea!r2 x mu/ look trim & neat at all times2 x mu/ mat* all cuts & colors ( clo?+2 x mu/ hold its %ape1 & nev]1 nev] cause ! we>] any pa9 or inconv5i5ce4 ,t same %oe mu/ attract ! approv+ att5tion ( ! we>]'s fri5ds2 x mu/ :]ev] worn give ! s5sation ( snug suffici5cy2 x mu/ help ! *e/ to exp& a little ) pride ( possession & ! %\ld]s to /raight5 up z t 8well-dress$0 feel+ ass]ts itself4 ,e %oe salesman has notic$ ^! ?+s1 t spread ( hone/ joy on ! cu/om]'s face z he /&s up1 /amps 8 foot into ! %oe & /rides up & d[n a few feet1 erect & confid5t1 & !n rea*es into 8 pocket = ! price4 ,?is1 briefly1 is :at goes on 9 ! cu/om]'s m9d :ile he is buy+ a new pair ( %oes4 ,x is = %oe salesman to realize t al?\gh ! individual sale is only a small "p ( 8 day's "w1 x is really an ev5t 9 ! m9d ( ! av]age cu/om]4 ,success foll[s 9 proportion to ! salesman's knack 9 8tun+-up0 to ! cu/om] s t bo? m9ds h>monize1 s t !y mutually und]/& ea* o!r1 & s t ! sale results 9 mutual satisfaction & b5efit4 ,,*apt] ,,ii ,,relation ,,( ,,! ,,man ,,to ,,8 ,,job ,,s]vice ,:y is x t ( two salesm5 work+ toge!r 9 ! same /ore1 sell+ ! same goods1 at ! same prices & "u ! same conditions1 "o regul>ly books twice z mu* bus9ess z ! o!r8 8,oh well10 someone says1 8he has a foll[+2 he has fri5ds :o come 9 ye> aft] ye> & won't buy f anyone else4 ,he kn[s :at !y want1 & all he has to d is to take ! ord]4 ,x's a case ( hav+ !m drop 9 8 lap4 ,! o!r man gets only ! left-ov]s40 8,simple en\gh10 he says1 b is x q z simple z he says x is8 ,:at has ! "o salesman to sell t ! o!r doesn't h8 ,x is t great1 ev]la/+ bus9ess build]--s]vice4 ,x is ! salesman's /ock 9 trade1 ! ?+ he has to deliv] to ! cu/om]1 & ! ?+ t /amps him ei!r z a salesman or a m]e 8ord] tak]40 ,9 ! f9ancial /atem5t ( "o ( ! big ,new ,york /ores is an item call$ good-w li/$ along ) m]*&ise1 /ocks1 ca% & o!r prop]ty ! bus9ess owns1 & ?is item is valu$ at a million doll>s4 ,e successful bus9ess enjoys a c]ta9 am\nt ( good-w t may be r$uc$ to a basis ( doll>s & c5ts4 ,x is n unusual = a well-conduct$ bus9ess to h good-w actually wor? sev]al millions ( doll>s4 ,& ?is is no?+ m ?an a trade-foll[+ ! /ore has built up z a result ( satisfactory s]vice giv5 to ! cu/om]s 9 ! pa/4 ,x is ! same k9d ( trade-foll[+ ! salesman mu/ build up if he is /eadily to increase 8 e>n+s1 & x comes only ?r\gh s]vice--?r\gh *ang+ an occasional cu/om] into a /eady "o4 ,,self-,,analysis ,consid]+ t ! salesman's "w %\ld be ab\t n9ety p] c5t head "w & t5 p] c5t leg "w x is mighty important = him to "k :at !re is 9 him 8f ! neck up40 ,successful m5 9 sell+ h tak5 "t to consid] ^! ?+s & !y h increas$ _! e>n+ p[] z a result4 ,e salesman %\ld sit d[n ) himself & actually /udy :at he has to (f] 9 ! way ( s]vice to ! cu/om]4 ,)\t prejudice ei!r = or aga9/ y\rself take an inv5tory ( h[ y measure up on ! foll[+3 ,k ( ! bus9ess ,love = y\r "w ,s9c]ity ) ! cu/om] ,loyalty to ! h\se ,ef=t t[>d improvem5t 9 ! quality ( s]vice4 ,! fir/ /ep t[>d progress is to "k y\r /rong & weak po9ts2 to make ! mo/ ( ! /rong ones by us+ !m :5ev] possible & to build up ^? t are bel[ ! /&>d4 ,g ov] ! li/ & grade y\rself on ! p]c5tage basis1 f "o to a hundr$1 accord+ to y\r hone/ op9ion4 ,a p]son might rate "o hundr$ p] c5t on 8 k ( ! bus9ess1 b :at good w\ld x d him if he did n h tact 9 h&l+ ! cu/om]8 ,he might f9d p]haps t he 0 only fifty p] c5t on tact4 ,t w\ld be 8 cue1 to plan at once to le>n h[ to improve 8 approa* to ! cu/om]1 h[ to take advantage ( sugge/ion r ?an argum5t1 & h[ to get ! cu/om] to agree ) him4 ,g "r d[n ! li/1 "o aft] ano!r1 treat y\rself fairly1 & f9d out j h[ y /& 9 relation to ! qualities ( s]vice t make = success4 ,& rememb] ?is1 t 9 develop+ tact1 en?usiasm1 s9c]ity1 loyalty1 & ! o!rs1 y are n build+ = success z a %oe salesman alone1 b z a buy]1 manag]1 own]1 & z f> beyond t z y h ! c\rage to g4 ,! qualities ( success are ! same :e!r !y be = a small success or = a l>ge "o2 be sure y get !m "r & !n g ahead4 ,unless a man c conv9ce himself absolutely t he has 9 him some?+ wor? :ile he w nev] be able to get anyone else to believe x4 ,he %\ld be s cock-sure ( 8 own ability to move up t x w nev] occur to anyone to d\bt x4 ,b t does n mean he %\ld be satisfi$ ) himself4 ,confid5ce is n self-satisfaction4 ,,confid5ce ,assum+ t ! salesman ?or\ghly kn[s 8 job & is 9 a position to give 8 cu/om] s]vice1 he w !n h 9 him t air ( assurance t w at once w9 confid5ce4 ,he w n1 ( c\rse1 op5ly 8rub x 90 on ! cu/om] & give him ! feel+ t 8 op9ion c\nts = no?+4 ,! success ( ! sale dep5ds ^u ! salesman's ability to make ! cu/om] feel t 8 op9ion is ( fir/ importance1 b t 9 mak+ 8 decision he may absolutely rely ^u ! value ( ! exp]t's sugge/ion4 ,?is impression w 8get ov]0 only z ! salesman %[s a natural s5se ( confid5ce 9 8 s]vice to ! cu/om]4 ,on ! o!r h&1 self-satisfaction is dang]\s4 ,x is "o ( ! *ief causes t limit progress4 ,satisfaction means ! tak+ away ( ! driv+ =ce ( success t urges ! p]son to d ! task a little bett] next "t4 ,!re is no /&+ /ill 9 ! %oe bus9ess1 ei!r = ! salesman1 ! dep>tm5t head1 or ! company itself4 ,! movem5t is ei!r =w>d or backw>d4 ,! satisfi$ %oe salesman is drift+ backw>d al?\gh he may be book+ z mu* bus9ess ?is week z he did la/4 ,8 is a case ( 8dry rot10 & x is only a matt] ( days be=e ! condition w beg9 to %[ 9 ! size ( 8 book4 ,s d n confuse confid5ce ) self-satisfaction4 ,"o is ! f\nta9 head & de> fl[+ /ream ( life & advancem5t2 ! o!r is ! /agnant pool t %[s on ! surface its /ory ( rot & decay4 ,,"* ,! man :o said1 8,i w\ld r be "r ?an presid5t10 express$ 9 sev5 %ort words :at "s o!r /atesm5 h requir$ volumes to express--& h done x ) less cle>ness4 ,he express$ to ! _w t he 0 a man ( "* & t he plac$ above all o!r ?+s1 ev5 ! greate/ honor ! c\ntry c give1 ! importance ( hold+ to a pr9ciple ( "r he _h set = himself4 ,9 speak+ ( bus9ess "* we mean ! sum total ( all ^? uplift+ qualities ( hone/y1 ambition1 c\rage1 loyalty1 c\rtesy1 en?usiasm1 & a doz5 o!rs t g to make up ! moral fib] ( a man4 ,br+ ^! all toge!r1 or z _m ( !m z ! individual may h1 & y get a product :i* is t man's "*4 ,!re 7 times 9 ! pione] days ( ! ,unit$ ,/ates :5 x 0 possible = a bus9ess man to 8%ade0 "s ( 8 deal+s & /ill reta9 8 position among 8 associates4 ,na?aniel ,drew1 :o 0 a f9ancial p[] a few g5]ations ago1 0 "o ( ! fir/ m5 to practice /ock wat]+4 ,driv+ 8 cattle f upp] ,new ,york ,/ate to ! :olesale m>ket 9 ,new ,york ,city1 he v c>efully provid$ t !y %\ld be giv5 no wat] to dr9k until ab\t ready to ent] ! m>ket4 ,j be=e be+ weigh$-91 ! ?ir/y animals 7 giv5 wat] to _! fulle/ desire4 ,! result 0 t ,drew collect$ on 8wat]$ /ock10 & 0 consid]$ clev]4 ,b ^? days h pass$4 ,no bus9ess or any o!r ent]prise c hope to be p]man5tly successful unless x is built ^u "*4 ,"t 0 :5 ! travel+ salesman c\ld g out on ! road ) a trunk half fill$ ) samples & ! o!r half fill$ ) cig>s & booze4 ,b ^? days h pass$ too4 ,today1 ) ! travel+ salesman1 x is a matt] ( op5 competition on ! basis ( ! wor? ( ! goods plus ! s]vice ( ! salesman4 ,get "r on ^! factors t make = "*--c\rtesy1 ambition1 hone/y1 & ! l4 ,only !n w y naturally improve p]sonality & become a real salesman4 ,,p]sonality ,almo/ )\t exception a man's nationality is s cle>ly /amp$ ^u 8 face t x _c be mi/ak54 ,j s ) p]sonality4 ,x is ! outw>d expression ( a man's or woman's inn]mo/ "*4 ,sometimes we f9d attempts at =c$ p]sonality1 b ^! are simply disguises & w soon be recogniz$4 ,c\nt]feits may pass = a :ile b !y w soon] or lat] f9d _! way to ! scrap pile4 ,!re are all k9ds ( p]sonalities j z !re are physical types ( m54 ,!re are /rong & weak1 pleas+ & disagreeable1 dep5d+ ^u ! make-up ( ! individual & ! degree to :i* he has develop$ "*4 ,to "s degree at lea/ e p]son =ms ! habit ( read+ ! "* ( p ) :om !y come 9 contact4 ,a *ild f\r ye>s old1 & mu* y\ng] too1 w size-up a /rang] & soon let him "k :at ! impression has be54 ,f "s /ories we he> ( ! dog x seems t ! fai?ful animal c1 9 ! tw9kl+ ( an eye1 tell ev5 ! ?\ghts 9 a man's m9d4 ,a man is judg$ by ! impression he makes :5 met4 ,) ! %oe salesman1 9 approa*+ ! cu/om]1 !re is almo/ unconsci\sly ! d\ble 8siz+-up0 process go+ on4 ,! salesman w improve 8 sell+ ability by be+ able to size-up ! cu/om] s t he may "k ! likes1 dislikes & peculi>ities ( p ^u meet+ !m4 ,?is h[ev]1 w be discuss$ lat]4 ,"h we are consid]+ ! qualities ( ! %oe salesman & ! effect !y h ^u ! cu/om]4 ,al?\gh a man may n h a pleas+ p]sonality he is bless$1 at lea/1 to ! ext5t t he c improve x z he c improve 8 muscul> developm5t4 ,notice ! expression on ! face ( ! spr9t] 9 a hundr$-y>d da%4 ,e p>ticle ( det]m9ation 9 8 :ole be+ is express$ 9 ! position ( t l[] jaw4 ,x takes ! man a few seconds to cov] ! hundr$ y>ds1 b dur+ t "t he has summ$ up ev]y?+ !re 0 9 him4 ,?is has made an impression ^u 8 m9d & det]m9ation1 :i* z "p ( 8 "*1 has be5 develop$ to t ext5t4 ,?is is j a simple illu/ration b x %[s ! undy+ p[] ( g5u9e ef=t4 ,recognize y\r %ortcom+s1 make "s ef=t e day to correct !m4 ,"* & p]sonality w !n foll[ z ! ra9b[ foll[s ! %[]4 ,,c>v+ ,,out ,a ,,c>e] ,9 "o ( ! art museums !re is a m>ble c>v+ by an arti/ :o _h a big idea t %[$ 8 fai? 9 ! great tru? t we are :at we make ourselves4 ,he repres5t$ a bright1 /rong1 vigor\s "y man ) a *isel 9 "o h& & a mallet 9 ! o!r1 busily engag$ 9 c>v+ himself out ( a r\gh piece ( m>ble4 ,! ?\ght ( ! :ole ?+ 0 t ! "y man's future1 or 8 c>e]1 0 be=e him1 & t ! f9i%$ product w\ld be exactly :at he made x himself4 ,9 relation to 8 c\rage1 8 confid5ce & 8 p]si/5ce w\ld be det]m9$ ! beauty ( 8 future4 ,! _w judges & honors him on ! basis ( :at he produces4 ,to br+ ! po9t a little clos] home1 suppose ,m>%all ,field1 ,john ,wanamak] or any o!r ( ! great m]*ants _h /opp$ *isel+ aft] !y _h become /ock boys or cl]ks2 !y nev] w\ld h advanc$ a /ep high]4 ,b !y did n /op1 & we give !m cr$it = *isel+ great monum5ts = ! _w4 ,,co-,,op]ation ,"o ( ! great problems ( ! "t is t ( build+ up a true basis ( co-op]ation or team-"w among all work]s connect$ ) an organization1 & t means ev]yone f ! y\nge/ /ock boy up to ! presid5t4 ,no bus9ess c move =w>d )\t co-op]ation on ! "p ( ev]yone conc]n$ any m ?an an army c\ld succe$ )\t a head or )\t team-"w4 ,x is a well-e/abli%$ fact t no matt] h[ humble or important ! job1 "o is z necess>y = success z ! o!r4 ,z an example1 a /ock boy by plac+ a pair ( %oes 9 ! wrong box may be ! means ( los+ a sale 9 spite ( ! mo/ c>eful plann+ on ! "p ( ! /ore manag] to h ! %oe ready = ! cu/om] to buy4 ,= ?is reason1 all "r-?9k+ bus9ess m5 recognize ! fact & are will+ to give ! humble/ work] 8 proportionate %>e ( praise & pr(it 9 ! success t comes f 8 ef=t4 ,,success ,,! ,,rew>d ,,( ,,m]it ,9 /udy+ a =e/ x w be f\nd t !re are all k9ds ( trees1 big & little1 /rong & mighty1 z well z ! weak2 & x is j s among m5 & wom54 ,!re are ^? :o are lead]s--m5 :o are extraord9>y 9 "* & ability1 m5 :o h ! w to /rive = bett] ?+s4 ,on ! o!r h&1 !re are ^? :o are s weak t !y mu/ be c>$ =4 ,!re are m5 :o %[ nei!r w-p[] nor "*4 ,e normal man1 h[ev]1 has 9 him ! p[] to %ape 8 own future4 ,x is = him to *oose4 ,he w take 8 place accord+ to ! way he measures up to ! responsibility4 ,9 consid]+ ^! ?+s ! "q ( comp5sation naturally comes up4 ,are we to rew>d e man on an equal basis reg>dless ( 8 own contribution to progress8 ,! answ] is emphatically--,no4 ,comp5sation takes two =ms2 f9ancial & honor>y4 ,"s m5 /rive = bo?2 o!rs = money alone & /ill o!rs = ! praise & respect ( _! fell[-m54 ,)\t ! inc5tive t comes to a man :5 he kn[s t 8 extra ef=t w be rew>d$ by great] returns ei!r 9 money or honor1 !re c be no advancem5t4 ,james ,j4 ,hill1 ! great railroad build]1 :o 0 responsible m ?an any "o man = develop+ ! wild ,we/ ( 8 "t2 ,&rew ,c>negie1 ! lad :o arriv$ "h almo/ p5niless & lat] built "o ( ! l>ge/ =tunes ev] accumulat$2 ,edw>d ,h4 ,h>riman1 ano!r railroad build]1 :o ov]came all sorts ( physical h&icaps & took 8 place among ! m5 :o h made ,am]ica2 ,!odore ,roosevelt1 if y please1 :o z a boy 0 s weak & sickly he 0 n expect$ to live1 & yet lat] develop$ into ! mo/ vigor\s & p[]ful man 9 body & m9d ?is c\ntry has produc$--!y all knew t success w\ld come only z a rew>d ( individual m]it1 & !y play$ ! game to w94 ,:at c\ld h be5 m fatal ?an to h tak5 f ^! m5 _! hope ( ! future8 ,to !m x w\ld h be5 unfair1 b to ! _w's progress ! inju/ice w\ld h be5 a ?\s& times great]4 ,no "o disputes ! "r ( e individual to /& equal ) 8 fell[-man be=e ! law2 :i* means t ju/ice %all be equal 9 favor ( ! humble & ! great4 ,b y _c equalize ambition1 c\rage & ability4 ,:ile ! humble are j z ne$ful & important 9 ! _w's "w x is necess>y also to h lead]%ip ) :i* ! less capable mu/ co-op]ate to produce ! be/ _w's results4 ,! ambition ( e individual 9 ! _w %\ld be to make ! mo/ ( himself1 /r5g!n 8 "* day by day1 develop 8 ability1 & ?us aim = ! highe/ position t ,god has giv5 him p[] to atta94 ,no man c be held responsible = ! l[ly position 9 :i* he may h be5 born1 b he c be held responsible = be+ cont5t to /ay !re4 ,,! ,,price ,,( ,,success ,an?ony ,h4 ,geut+1 ex-presid5t ( ! ,national ,%oe ,retail]s' ,association1 & "o ( ,philadelphia's successful m]*ants1 has told ! /ory ( 8 e>ly />t t[>d ! position he n[ occupies4 ,! exp]i5ce dates back ab\t ?irty-five ye>s1 b x cle>ly %[s t ! 8go+0 = ! "y man or woman is a great deal smoo!r today ?an x 0 !n4 ,al?\gh ,i />t$ on my fir/ job at #c4ej p] week1 & paid out ( ?is #c4jj e week = bo>d & room1 ,i 0 able1 :5 ! ye> 0 ar\nd1 to %[ some?+ sav$4 ,ev] s9ce ,i h kept up ?is practice & h nev] sp5t all t ,i made2 always sav+ some?+4 ,b to d ?is x 0 necess>y 9 ! e>ly days to practice self-d5ial4 ,i c\ld n patronize pool-rooms1 !at]s1 circuses & _m ent]ta9m5ts t 7 call+ "y m5 away f _! occupations1 & (t5 x 0 ) bitt] regret t ,i c\ld n take "p ) ! o!r fell[s4 ,! temptations 7 v great1 b ,i knew !y c\ld n be foll[$ if ,i int5d$ to succe$4 ,e man ( any consequ5ce 9 ! _w has _h ?is same exp]i5ce1 & ! big1 successful bus9ess h\ses ( today 7 built by m5 :o practic$ ?is me?od ( self-d5ial1 ?r\gh :i* !y ga9$ control ov] !mselves4 ,!y le>n$ to say 8no10 accumulat$ money1 & above all1 built = "* & ability4 ,i rememb] "o w9t] go+ )\t an ov]coat--& y c imag9e :5 ! wea!r 0 bel[ z]o1 h[ ,i long$ = ! luxuri\s fur coats s mu* 9 use at t "t4 ,h[ev]1 ,i nev] felt bitt] t[>d ^? :o _h !m1 b r ,i made up my m9d t "o day ,i too w\ld own "o4 ,! read] w f9d 9 himself a feel+ t he is unsatisfi$ ) 8 pres5t progress 9 bus9ess & t 8 future is /ill to be made4 ,unless he 7 a man ( purpose x is safe to assume t he w\ld n be read+ ^! pages4 ,he is unsatisfi$1 & t means t no matt] h[ well he may h done up to ! pres5t he /ill sees ahead some?+ bett] = ! future4 ,to be cont9ually dissatisfi$ /amps a man z a grumbl] & a p]petual gr\*1 b to be unsatisfi$ is ! m>k ( di/9ction = ! man ) a heal?y purpose1 "* & a b$rock f\ndation ( confid5ce 9 8 own ability to w94 ,,*apt] ,,iii ,,heal? ,,an ,,important ,,factor ,,joy ,,( ,a ,,heal?y ,,body ,pres5t-day bus9ess is "o ( ! mo/ /r5u\s games we "k any?+ ab\t4 ,al?\gh x is true1 z already m5tion$1 t good salesman%ip %\ld call = only ab\t a t5? z mu* physical z m5tal ef=t1 ! comb9ation ( physical1 m5tal & n]v\s application mu/ cont9ually be on ! al]t 9 a man or woman :o is actually play+ ! sell+ game accord+ to rules4 ,box+1 runn+1 football1 t5nis1 baseball1 are all =ms ( /r5u\s ex]cise1 b !y d n call = ! same endurance z ! busy eight-h\r day ( retail sell+4 ,9 spite ( ?is1 h[ _m %oe salesm5 are !re :o actually make x a "p ( ! daily program to get & keep 9 condition = ! bus9ess game8 ,dur+ ! w> p]iod1 :ile "s ( ! mo/ important problems ( ! c\ntry & ( ! _w 7 wait+ to be solv$1 we w\ld he> e once 9 a :ile ( "s *ief executive go+ (f to play golf or to sp5d ?ree or f\r days on a hunt+ or fi%+ trip4 ,^! ?+s 7 n done because ! m5 7 m int]e/$ 9 golf1 hunt+ & fi%+ ?an !y 7 9 ! problems ( ! day4 ,!y _h actually be5 ord]$ away f _! desks4 ,! eye 0 beg9n+ to lose its brightness1 ! complexion 0 fad+ a little1 & ! /ep1 p]haps1 0 %[+ signs ( lagg+4 ,al]t1 vigor\s1 heal?y m5 7 ne$$1 :o c\ld ?9k quickly & cle>ly4 ,lloyd ,george1 ! ,briti% /atesman1 made ! /atem5t t he 0 a union man 9 ev]y?+ except 8 work+ h\rs4 ,v (t5 he has be5 kn[n to "w = sixte5 or tw5ty h\rs at a /ret*4 ,?is 0 possible only because he _h tak5 ! "t & ef=t necess>y to build & ma9ta9 a vigor\s & heal?y body4 ,!re is an add$ joy 9 liv+ t only a man 9 condition c appreciate4 ,,keep+ 8,,fit0 ,,= ,,bus9ess ,ask any "y lad to demon/rate h[ /rong he is & he w imm$iately draw 8 arm up tightly & exhibit ! knot ( muscle4 ,to him t is an indication ( 8 physical condition4 ,h[ev]1 ! bus9ess man & woman mu/ h a diff]5t /&>d1 & t /&>d is ! basis on :i* all ! p>ts & organs ( ! body "w toge!r & p]=m _! functions4 ,:at good is a f9ely adju/$ twelve cyl9d] motor if ! gasol5e fl[ is *ok$ by a bit ( dirt 9 ! supply pipe8 ,! physical ma*9]y is exactly ! same4 ,! body mu/ be heal?y bo? inside & out1 & to keep fit we mu/ see t e "p ( ! ma*9]y is giv5 ! *ance to d its "w4 ,! "y lady is mu* annoy$ to f9d a pimple on h] *91 b to make ev]y?+ all "r aga9 %e puts a little :ite p[d] on x & hopes ! tr\ble w soon cle> away4 ,or if ! color is gone f h] *eek %e might take "s f a box & put x :]e ! natural color %\ld h be54 ,^! ?+s1 h[ev]1 c d h] no good4 ,h] tr\ble is f )9 & %e is try+ to remove ! effect in/ead ( gett+ at ! cause4 ,put x d[n n[ z "o ( ! fir/ pr9ciples ( heal? t if y h a heada*e or e>a*e1 a sore ?roat or a corn1 t x is y\r notice t some?+ ne$s to be fix$4 ,x isn't a prep>$ p[d] or "s special k9d ( too?a*e drops y ne$--!y simply aim to remove ! effect4 ,get at ! cause4 ,y probably ne$ m ex]cise or a *ange 9 diet 9 ord] to get at ! cause ( ! heada*e4 ,! too?a*e drop w n improve ! condition ( ! too?--x ne$s to be fix$4 ,! corn is cry+ = m room--give x a *ance4 ,all ( ^! ?+s are w>n+ signals s5t out by nature4 ,:5ev] y receive a notice1 act on x promptly1 get at ! cause & remove x4 ,only 9 ?is way c y keep /eadily fit4 ,,food ,9 consid]+ ! matt] ( food x is natural to associate ) x ! /oma*4 ,too (t5 we are likely to consid] ! /oma* simply z a conv5i5ce to receive :atev] we may feel 9 ! humor ( eat+4 ,its ma9 function1 h[ev]1 is to receive c]ta9 limit$ supplies ( food1 prop]ly prep>$1 & to take f !m ! necess>y elem5ts requir$ to su/a9 ! body4 ,we ne$ c]ta9 foods1 l eggs1 meat1 *eese1 beans1 to build muscle2 />*y foods1 su* z bread & potatoes2 sweets1 su* z ^? f fruits & c]ta9 vegetables1 & also small] quantities ( oils & m9]als4 ,x is a good plan to s arrange ! daily diet t a comb9ation ( />*1 sug>1 fats & muscle-build+ foods may be _h4 ,mo/ ( u1 h[ev]1 d n h ! "t or exp]i5ce necess>y to analyze ! food we eat to le>n its con/ruction & relative food value4 ,_m excell5t text books h be5 prep>$ on ?is subject ) ready-made m5us = ! inexp]i5c$4 ,! ,am]ican ,r$ ,cross ,text ,book on ,home ,dietetics gives n only prop] food comb9ations b tells h[ to prep>e ! food4 ,a copy may be f\nd 9 any public libr>y4 ,dr4 ,c4 ,f4 ,langwor?y has prep>$ a tabulation ( common foods 9 ! five important gr\ps4 ,= a well balanc$ diet1 at lea/ "o article f ea* gr\p %\ld be repres5t$ 9 ! meals ea* day4 ,x is mo/ vitally important t we see to x t :atev] we d eat is ?or\ghly *ew$4 ,if !re %\ld be a limit on ! "t we h = eat+ we c\ld make no mi/ake by eat+ half z mu* & *ew+ x twice z well4 ,too mu* food1 insuffici5tly *ew$1 c be no?+ b h>mful4 ,9 fact1 ! popul> t5d5cy is to eat too mu* on ,sundays & holidays4 ,?is habit ( =c+ ! /oma* to "w ov]time on /ate occasions is probably responsible = mo/ cases ( indige/ion4 ,eat to satisfy y\r hung]4 ,rememb] ! old copy-book maxim3 8,we eat to live2 we d n live to eat40 ,= ,muscle ,= ,heat & ,en]gy ,= ,blood & ,= ,fat ,bone 7,prote97 7,/>*7 7,sug>7 7,m9]al or 7,fats7 organic acids7 ,lean meat ,bread ,syrup ,sp9a* ,butt] ,p\ltry ,crack]s ,honey ,peas ,cream ,fi% ,mac>oni ,jellies ,lettuce ,top-milk ,oy/]s ,rice ,dri$-fruits ,potatoes ,salt pork ,eggs ,c]eals ,c&y ,turnips ,bacon ,nuts or "s o!r,sug> ,apples ,*ocolate =m ( fl\r etc4 etc4 etc4 ,oranges etc4 ,b]ries etc4 ,! /oma* is a delicate in/rum5t1 x is ! c5t] ( a great _m n]ves1 & x op]ates be/ only :5 ^! n]ves are normal4 ,excitem5t1 worry1 ov]-ex]tion & ! l1 all h a bad effect ^u ! /oma*4 ,"u su* conditions x w\ld be bett] n to eat at all1 = ! "t be+ at lea/1 r ?an to =ce ^u ! /oma* a lot ( food x is n 9 condition to dige/4 ,! sugge/ion1 !re=e1 is to *oose pleasant surr\nd+s1 free y\rself ( any n]v\s t5sion1 & *ew ?or\ghly4 ,dr9k wat]4 ,x acts z a dra9age sy/em to c>ry (f wa/e matt] ( ! body1 & ! m y dr9k ! bett]4 ,h[ev]1 don't use x z a means ( wa%+ d[n ! food to save ! tr\ble ( *ew+ x4 ,,fre% ,,air ,p sometimes h ! impression t colds1 sore ?roat & pneumonia are associat$ 9 "s way ) ! fre% air ( out-(-doors4 ,foll[+ out ! same ?\ght !y close !mselves 9 f ! outside air1 bundle up 9 heavy clo!s1 & hope to be sp>$ ?r\gh ! w9t] )\t an attack4 ,! advice ( a wise physician to 8 pati5t :o 0 cont9ually cat*+ cold dur+ ! cold wea!r1 0 to take (f a lot ( wraps f ar\nd h] neck & get out into ! cold1 fre% air4 ,a draft1 t we are 9 ! habit ( fe>+ s mu*1 is simply a circulation ( fre% air4 ,! reason x causes tr\ble is t x exposes ! body :5 ! blood circulation is n active en\gh to p]=m ! extra duty requir$ ( x4 ,ano!r physician is cr$it$ ) ! advice1 8,! way to avoid hav+ colds is to get 9 a draft--& /ay 9 x40 ,sometimes x is n possible to h a cont9u\s circulation ( fre% air 9 ! %oe /ore or dep>tm5t4 ,! location may make x difficult1 or !re may be an objection f "s ( ! p pres5t :o w\ld be unduly expos$4 ,"u ! circum/ances x w\ld c]ta9ly be well to make a special po9t ( do+ "s extra op5-air walk+ e day4 ,a walk ( a mile or ev5 a half mile be=e d9n] at night w d a p]son m good ?an all ! p9k pills t h ev] be5 made4 ,op5 ! w9d[s :5 y g to b$ at night & let ! air sweep ?r\gh4 ,an extra cov]+ w give all ! protection ne$$4 ,dur+ "s ( ! really cold nights y may ev5 ne$ to we> a wool5 cap4 ,any sort ( a cov]+ w s]ve ! purpose1 only be sure to take advantage ( ! pure1 fre% air--x co/s no?+ b is wor? mu*4 ,,sleep 8,to be a success a man ne$s j two suits--a suit ( ev5+ clo!s & a suit ( pajamas40 ,! man :o said ?is probably did n h to provide = mak+ a liv+4 ,8 ma9 object 0 evid5tly to h a good "t1 b y w notice t he recogniz$ ! value ( sleep1 ev5 = a man :o ne$ n "w4 ,eight h\rs ( consci5ti\s "w on ! "p ( ! %oe salesman means a /eady we>+ away ( 8 en]gy1 bo? m5tal & physical4 ,he !n ne$s relaxation s z to *eck ! /ra92 he ne$s a *ange ( surr\nd+s--diff]5t ?\ghts to occupy 8 m9d & diff]5t p to meet4 ,?is %\ld come 9 8 h\rs ( recreation2 b aft] t he ne$s 8 full measure ( sleep4 ,mo/ p %\ld h regul>ly eight h\rs ( sleep 9 ord] t !y may be fully refre%$ = ! duties ( ! day to foll[4 ,?omas ,a4 ,edison1 ! inv5tor1 has be5 gett+ along ) f\r h\rs' sleep & tw5ty h\rs ( "w = ! pa/ tw5ty ye>s at lea/4 ,b he is ! great exception t proves ! rule4 ,don't try to beat ,fa!r ,"t at 8 own game4 ,9 o!r words1 don't try to cr[d "o day's "w & two days' pleasure into tw5ty-f\r h\rs4 ,y _c dra9 out two measures ( /r5g? & expect to h en\gh left ov] to c>ry y ?r\gh ! foll[+ day4 ,?r[ y\r c>es & worries to ! w9ds :5 y retire4 ,=get bus9ess1 =get pleasure1 =get y\rself1 & j sleep4 ,!re w be "t en\gh to consid] c>es tomorr[ :5 y are refre%$1 & !y won't seem half s tr\blesome !n4 ,,le>n ,,h[ ,,to ,,play ,= ! man :o has lo/ ! knack ( play+1 life becomes j drudg]y2 he is !n simply a "w ma*9e4 ,a good1 hone/ laugh is a tonic t /imulates c]ta9 organs ( ! body t r>ely get ex]cise any o!r way4 ,bus9ess calls = a c]ta9 am\nt ( s]i\s consid]ation1 b t isn't any reason :y we %\ld ov]look its pleasures & brightness4 ,!re are all k9ds ( play4 ,x makes little diff]5ce :i* we *oose s long z we get into ! _s ( x1 *ange ! l9e ( ?\ght to prev5t gett+ 8/ale0 & to develop an all-ar\nd human be+4 ,"s m5 ga!r cancel$ po/age /amps or co9s z hobbies2 "s play golf1 o!rs *ess or billi>ds4 ,e p]son %\ld h two or ?ree hobbies1 ! m ! bett]1 s long z we d n let !m run away ) u4 ,^? ( u :o h inside "w1 & t means e %oe salesman1 %\ld *oose ^? hobbies t w take u out ( doors z mu* z possible4 ,skat+1 walk+1 t5nis1 golf1 baseball--!y are all good4 ,(t5times we ?9k ourselves a?letes :5 we become box+1 baseball or football fans1 b j rememb] t ! o!r fell[ is gett+ ! real fun out ( x4 ,our cue is to get into ! action4 ,,c>e ,,( ,,! ,,body ,"s =m ( regul> ex]cise is :at we ne$4 ,t5 m9utes ( arm & leg movem5ts be=e an op5 w9d[1 bo? 9 ! morn+ & at night1 w d m ?an any?+ else to build a heal?y body & to keep away ! doctor = all "t4 ,! fir/ few days ( ?is may seem an awful bore1 b give x a good trial & y w soon f9d t y get a lot ( increas$ satisfaction out ( x4 ,_m excell5t pamphlets on gymna/ics h be5 prep>$ by exp]ts & c be consult$ at ! public libr>ies4 ,among ! mo/ comm5dable ( ^! is "o issu$ by ! gov]nm5t :i* conta9s ! 8sett+-up0 ex]cises us$ 9 our tra9+ camps4 ,x is call$3 ,manual ( ,physical ,tra9+ = use 9 ! ,u4 ,s4 ,army1 & if x is n to be f\nd among ,public ,docum5ts at y\r libr>y x may be b\ght = #ej c5ts f ! ,sup]9t5d5t ( ,docum5ts1 ,wa%+ton1 ,d4 ,c4 ,x is g5]ally agre$ t we %\ld ba! at lea/ twice a week 9 ord] to keep ! body 9 be/ condition4 ,9 w>m wea!r m frequ5t ba?s are requir$4 ,p]haps be/ ( all is a cold ba? or %[] e morn+1 b x is n ev]yone t is able to d ?is4 ,! w>m ba?s are ess5tial1 h[ev]4 ,until )9 ! pa/ t5 or fifte5 ye>s p z a rule did n fully realize h[ vitally important x is to keep ! tee? 9 good condition4 ,! old idea 0 to all[ a too? to rema9 until x became necess>y to h x remov$4 ,today x goes )\t say+ t ! body _c be kept well unless ! tee? are kept 9 condition4 ,"o ( ! manufactur]s ( too? bru%es tells u t 8a clean too? nev] decays40 ,m ?an half ! bills ( d5ti/s c\ld be sav$ if we gave ! necess>y att5tion twice a day to our tee?4 ,doctors tell u t c>e at night be=e go+ to b$ is ev5 m important1 bo? = ! tee? & = ! body 9 g5]al1 ?an ! c>e we give ! tee? 9 ! morn+4 ,,"w ,,& ,,play ,,= ,,! ,,m9d ,! great advantage t ! human animal has ov] all =ms ( l[] animals is 9 ! matt] ( m9d developm5t4 ,be+ bless$ 9 ?is way he is able1 9 a l>ge measure1 to 8"w out 8 own salvation10 z x is sometimes express$4 ,he is n compell$ to accept z f9al ! conditions 9 :i* he may f9d himself1 b may gov]n 8 c>e] ?r\gh ! p[]s ( reason1 und]/&+ & decision t h be5 giv5 him4 ,^u ! ext5t to :i* he ex]cises & develops ^! p[]s w naturally dep5d ! measure ( 8 progress4 ,!re is no d\bt :atev] t ! condition ( our heal? is to a great ext5t controll$ by ! m9d4 ,! claim is made also t e condition ( ! body is gov]n$ by ! m9d2 t e =m ( human ailm5t may be prev5t$ or ca/ (f at ! direction ( ! m9d4 ,a great _m p believe ?is & gov]n _! way ( liv+ accord+ly2 o!rs accept ! idea only to a limit$ ext5t4 ,= our purpose we are int]e/$ only 9 s f> z to recognize t !re is a relation%ip betwe5 body & m9d & t we are capable ( us+ & develop+ ?is4 ,to illu/rate ! effect t ?\ght has on bodily condition1 an actual in/ance is told ( a man :o t\*$ 8 h& to a pipe t he _h und]/ood to be extremely hot4 ,at once he _h all ! m5tal effect & s5sation ( ! cu/om>y burn on 8 h&1 n le>n+ until lat] t ! pipe 0 actually icy cold4 ,! m9d mu/ h its "w & play2 all ( "o & n any ( ! o!r is j z h>mful = ! m9d z x is = ! body4 ,mo/ =ms ( recreation or play t s]ve = ! body s]ve also = ! m9d4 ,h[ev]1 = a p]son :o uses ! bra9 /eadily dur+ bus9ess h\rs x is be/ to *oose a k9d ( recreation t w all[ ! bra9 to re/4 ,= example1 "u ! circum/ances1 a game ( *ess1 :i* calls = close application1 w\ld n be s desirable a *ange z b[l+1 basket ball or t5nis4 ,! ev]la/+ gr\* is ! man ^: m9d is runn+ 9 a rut4 ,he hasn't ex]cis$ x en\gh or giv5 x suffici5t v>iety ( "w to d4 ,we he> ( musical com$ies t are recomm5d$ especially = ! 8tir$ bus9ess man10 & t means a man :o has be5 ?9k+ along "o l9e s long t he beg9s to gr[ /ale4 ,:at ! musical %[ does is to give him a c\ple h\rs ( absolute *ange1 z a result ( :i* 8 m9d goes ?r\gh a s]ies ( gymna/ics2 x gets limb]$-up & ! man becomes normal aga94 ,ev]y?+ is good 9 its prop] proportion1 b too mu* "w & n en\gh play1 or too mu* play & n en\gh "w1 make a lop-sid$ man4 ,,n]ves ,s9ce ! w> we h se5 all too mu* ( 8n]ve0 cases4 ,:at we h come to "k z 8%ell %ock0 is illness ( ! n]ves1 caus$1 g5]ally1 by an ov]-/ra9 !y h _h4 ,mild cases ( 8n]ves0 we all "k4 ,!y are ! p :o _c /& to he> someone tapp+ on ! c\nt] ) a p5cil1 or :o mu/ insi/ t little ,jimmie /op 8 :i/l+ because x upsets _! n]ves4 ,if ^! signs beg9 to %[ !mselves x is "t t we %\ld beg9 to get m ex]cise1 fre% air1 & p]haps m sleep4 ,,p]sonal ,,appe>ance ,ev]yone :o has _h occasion to come 9 contact ) numb]s ( p ( diff]5t classes1 z h all %oe salesm51 has be5 impress$ ) ! fact t m5 ( affairs1 ^? :o are successful & ^? :o are mo/ highly reg>d$1 are inv>iably well groom$4 ,!y h h&s t are well-kept2 n necess>ily da9ty1 s(t h&s t look z ?\gh !y _h nev] be5 us$1 b regul> man's h&s capable ( do+ an hone/ day's "w4 ,! nails are clipp$ & !y are clean1 b if !y %9e too mu* we might get ! impression t he sp5ds too mu* "t 9 ! manicuri/'s *air4 ,! successful man always has clean %oes1 & ( c\rse1 a clean coll>4 ,he makes a special po9t1 z "p ( 8 daily program1 to wat* ^! ?+s c>efully4 ,he kn[s t !y are important because !y are notic$ by ev]yone he meets1 & he _c af=d to run ! risk ( los+ a po9t because ( a false impression giv5 by slov5ly appe>ance4 ,we give m cr$it to a p]son ( good p]sonal appe>ance1 because we naturally associate ! quality ( _! "w ) ! k9d ( c>e !y give !mselves4 ,a successful bus9ess man f ! ,we/ rec5tly att5d$ a play 9 ,new ,york 9 :i* "o ( ! lead+ p>ts 0 t ( a "y1 aggressive bus9ess man n yet ?irty ye>s ( age4 ,! "p 0 play$ well2 ! man 0 well groom$ b n ov]dress$4 ,he look$ e in* ! ,am]ican man ( affairs4 ,! bus9ess man1 :o happ5$ at ! "t to be 9 ,new ,york to engage a sales manag] = 8 company1 lat] rem>k$ t ! "p play$ 0 ! exact type ( man ne$$ 9 8 bus9ess4 ,9 o!r words1 he _h 9 8 m9d ! picture ( ! man ne$$ &1 rely+ on 8 pa/ exp]i5ce1 he associat$ ability ) ! man's own respect = himself z %[n by 8 appe>ance4 ,,! ,,knack ,,( ,,be+ ,,well ,,dress$ ,to be well dress$ does n necess>ily mean t a p]son mu/ be exp5sively dress$4 ,inde$1 x is by no means r>e to see exp5sive clo!s poorly *os5 & poorly h>moniz$ s z to give ! effect ( *eapness4 ,:5 we see a light *eck$ suit mat*$ ) a fl>+ r$ tie & a yell[ %irt to back x up1 al?\gh we might recognize ! clo!s to be ( good quality1 we c\ld n give ! we>] cr$it = be+ well dress$4 ,c]ta9ly we w\ld n give him cr$it = be+ a sub/antial bus9ess man4 ,bus9ess p are n expect$ to be fa%ion models4 ,a lot ( frills & fancies are n "p ( a good bus9ess woman's outfit4 ,!y are likely to become soil$ or damag$ dur+ ! day & w !n give an impression ( untid9ess4 ,! comb9ations ( black & :ite & o!r subdu$ colors 9 clo!s are always good4 ,fur!rmore ^! colors are s]viceable & appropriate1 9 diff]5t comb9ations1 = bo? summ] & w9t]4 ,! secret ( be+ well dress$ is to we> clo!s t mat* or h>monize s well t no "o "p ( ! attire is conspicu\s4 ,(t5 we recognize a man to h be5 well dress$ b _c describe ! clo!s he wore4 ,! :ole effect 0 pleas+1 8 %oes 7 poli%$1 8 l95 clean & 8 suit press$1 b ! effect 0 "o ( complet5ess r ?an ( attract+ att5tion to individual articles ( clo!s4 ,= mo/ p ! "q ( neatness 9 dress c be v well tak5 c>e ( by a lib]al use ( ! :isk broom & %oe bru% e morn+1 a clean coll> daily & a suit press+ once a week4 ,,*apt] ,,iv ,,en?usiasm ,,) ,,hone/y ,,gett+ 8,,life0 ,,into ,,! ,,sale ,a successful ,new ,york sales manag]1 9 a rec5t book on salesman%ip1 makes ! foll[+ /atem5t1 ! tru? ( :i* e %oe salesman w at once recognize4#b ,footnote #b3 8,salesman%ip & ,sales ,managem5t10 by ,john ,g4 ,jones4 8,! old idea t anyone c sell beh9d a c\nt] is fa/ giv+ way to a ke5 realization ( ! value ( salesman%ip 9 retail sell+4 ,sell+ beh9d ! c\nt] is l>gely :at ! individual makes x4 ,!re are ^? :o simply supply :at is ask$ =1 & t none too graci\sly2 :o d n take ! tr\ble to /udy ! l9e !y are sell+1 & :o give no ?\ght to devis+ ways ( increas+ _! sales4 ,!re is1 on ! o!r h&1 a rapidly gr[+ class :o h made x a po9t to become ?or\ghly acqua9t$ ) _! goods2 :o by _! frankness1 c\rtesy & k w9 ! confid5ce ( _! cu/om]s4 8,!y give timely advice to _! cu/om]s1 & are able to sell a bett] class ( goods ?an ! cu/om] int5d$ to buy2 & !y c close a sale :5 ! cu/om] is 9 d\bt & plan me?ods ( awak5+ int]e/ 9 l9es o!r ?an ^? ! cu/om] _h 9 m9d :5 he ent]$ ! /ore4 ,! dem& = ?is latt] class is s great t ! l>g]1 m progressive retail]s ?r\gh\t ! c\ntry are e/abli%+ tra9+ s*ools to develop ?is k9d ( salespeople40 ,!re 0 a "t :5 sell+ meant simply hav+ a lot ( goods on h& s t if ! cu/om] happ5$ 9 he might pick out :at he want$ or else decide he didn't want any?+4 ,mo/ ( u /ill rememb] ! old-fa%ion$ cig> /ore ) ! wood5 ,indian on gu>d outside ! door1 & ! corn] drug /ore ) a c\ple ( my/]i\s-look+ glass j>s fill$ ) color$ wat] 9 ! front w9d[4 ,9 ^? days we 7 happy to keep away f su* /ores except once 9 a :ile :5 !re 0 a prescription to be fill$ or a po/age /amp to be b\ght4 ,& ! reason 0 t ^! places did n express life1 en?usiasm & int]e/4 ,! mod]n drug /ore1 cig> /ore1 & practically e o!r k9d ( /ore is attractive1 invit+ & s fill$ ) human buy+ sugge/ions t x is almo/ a g5]al ?+ to come out ) m ?an we _h plann$ to buy4 ,human int]e/ & s]vice are ! ?+s t enc\rage bus9ess & make x prosp]4 ,! mo/ commonplace ( ?+s take on int]e/ if ! /ory is prop]ly told4 ,we f9d full-page adv]tisem5ts ( a bottle ( ink1 a cake ( yea/ & a too?bru%--! mo/ ev]yday sort ( ?+s imag9able1 b al?\gh ! co/ ( ! ads4 is at lea/ five ?\s& doll>s = ea* issue ( ! magaz9e1 !y draw en\gh bus9ess to pay = !mselves4 ,! reason = ?is is t ! /ory is made int]e/+ en\gh s t x w be read1 c]ta9 po9ts ( advantage are br\ght out2 ! read] !n rememb]s t he ne$s1 say1 a too?bru%1 is anxi\s to try ! "o he n[ kn[s some?+ ab\t &--lo6 ! sale is made4 ,if all ?is is possible 9 a pr9t$ /ory1 h[ mu* great] are ! possibilities 9 p]sonal sell+8 ,take a cue f ! ad4 man & put life into y\r /ory4 ,,adv]tis+ ,,to ,,focus ,,! ,,cu/om]',s ,,en?usiasm ,!re are _m articles t c be well sold ?r\gh adv]tis+ alone4 ,occasionally we f9d an adv]tis+ man :o has su* fai? 9 adv]tis+ t he consid]s x to be ! cure = all bus9ess ills4 ,x is a trem5d\s =ce1 b !re are a great _m articles1 especially ^? t call = sp5d+ a fair sum ( money1 t mu/ f9ally be sold by salesman%ip--&1 ( c\rse1 %oes are includ$ 9 ?is class4 ,c]ta9 ?+s !re are1 on ! o!r h&1 t ! cu/om] is will+ to buy simply by call+ = s _m ( ?is1 t or "s o!r article4 ,b ) %oes x is diff]5t4 ,no automatic v5d+ ma*9e1 :]e ! cu/om] puts 9 ! price1 turns ! h&le & receives a pair ( %oes ( a c]ta9 size & color1 w ev] s]ve ! purpose4 ,adv]tis+ helps ! salesman b by no means does x draw f 8 importance4 ,if !re 7 any d\bt on ?is po9t we w\ld h b to consid]1 if x %\ld be necess>y to discont9ue ei!r p]sonal sell+ or adv]tis+1 :i* ( ! two x w\ld be4 ,w9d[ & %[ case displays are v effective means ( adv]tis+ t s]ve to focus or c5tralize ! ?\ght ( ! cu/om] on "s few /yles ( %oes4 ,! cu/om]'s fir/ idea is t he wants to buy a pair ( %oes4 ,:atev] en?usiasm he has is spread ov] ! :ole l9e ( %oe /yles4 ,if he c see 9 ! w9d[ or display case "o /yle t appeals to him1 8 en?usiasm & desire is c5traliz$4 ,x is = ! salesman !n simply to complete ! sale f t po9t1 provid$1 ( c\rse1 t ! %oe select$ proves to be :at is want$4 ,newspap] adv]tis+ has ! same effect4 ,x c5tralizes ! cu/om]'s desire on ! "o or two /yles adv]tis$ & br+s ! man into ! /ore ) a def9ite idea 9 m9d r ?an simply a vague notion4 ,! importance ( ! inside display case to sugge/ a second pair ( %oes1 hosi]y1 %oe dress+s & ! l1 %\ld always be borne 9 m9d4 ,! salesman does n ne$ to rely alone on describ+ ! article1 b he may actually %[ x to ! cu/om]1 ?us mak+ a positive sugge/ion to 8 m9d4 ,?is is m5tion$ "h briefly 9 its relation to adv]tis+ b x w lat] be treat$ m fully4 ,,:at ,,is ,,en?usiasm8 ,) "o ( ! l>ge conc]ns sell+ goods direct to ! us] !re is a man ( peculi> ability :o has succe$$1 al?\gh 9 decid+ 8 bus9ess problems he purposely sets aside e sugge/ion ( en?usiasm s t 8 decision may n be influ5c$ by x4 ,8 :ole basis ( calculation is fix$ on facts & figures4 ,if x is a pur*ase he is mak+ ! :ole consid]ation is t ( price comp>$ ) o!r l qualities4 ,if x is a matt] ( mak+ enl>gem5ts or improvem5ts to ! factory1 ! "q is1 8,:at w be ! co/ & ! advantages to ! bus9ess80 ,all along ! l9e x is simply facts he accepts4 ,! p]sonality ( ?is man calls = comm5t because x is ! exceptional case4 ,mo/ normal p are gov]n$ 9 :at !y say & d by en?usiasm4 ,x is a _s or emotion t draws m5 away f ! humdrum ( ?+s1 %[s !m some?+ bett] & fires !m ) a det]m9ation to g aft] x4 ,! late ,!odore ,roosevelt 0 "o ( ! f9e examples ( m5 :o h be5 fir$ ) en?usiasm4 ,s great 0 8 en?usiasm t :5 he got an idea 8 :ole p]sonality became ablaze until he c>ri$ out 8 purpose & *ang$ ! idea into a reality4 ,successful salesm5 mu/ h en?usiasm4 ,x does n necess>ily ne$ to be ( a k9d we see at ! ball game :5 a play] on ! home team makes a home-run1 b x mu/ be a _s t gives ! man an inc5tive to improve cont9ually ! quality ( 8 s]vice to ! cu/om]1 t aims to furni% ! goods be/ suit$ to ! cu/om]'s ne$s & means1 t builds 8 confid5ce & adds to ! salesman's success4 ,,keep+ ,,up ,,/eam ,! manag] 9 "o ( ! big /ores 9 ! ,we/ rec5tly made ! /atem5t t ! way he & 8 m5 keep !mselves up to snuff 9 _! en?usiasm & sell+ ef=t is to beg9 ea* morn+ z ?\gh x 7 ! fir/ morn+ on ! job1 ) z _m new ?+s to le>n & to d t day z !re 7 on ! fir/ day4 ,to keep up /eam means t ! man %\ld take an inv5tory ( himself to see :at progress he has made or h[ mu* bett] a salesman he is today ?an he 0 a week ago or a mon? or a ye> ago4 ,if he _h a good book la/ week he %\ld use t z a m>k to %oot at ?is week1 r ?an z a reason :y he c af=d to let up on 8 ef=t = a few days4 ,ye/]day's record is pa/ & s he %\ld =get x except 9 s f> z x may s]ve z a /imulus to fre% ef=t4 ,9 speak+ ( 8books10 _m successful retail %oe buy]s & manag]s look ^u ^! records ( daily sales z bugbe>s ?reat5+ ! true _s ( ! %oe salesman's s]vice4 ,no satisfactory sub/itute has z yet be5 f\nd = ! sales book1 & s ! av]age /ore managem5t has to accept ! situation & make ! be/ ( x4 ,x is true t ! m]e fact ( a book be+ kept has an influ5ce on ! salesman :i*1 if n c>efully gu>d$ aga9/1 w result 9 8 giv+ ea* cu/om] a %ort measure ( s]vice4 ,if ! m9d ( ! cl]k is on 8 book prim>ily x does n make = ! be/ att5tion to ! f9e po9ts ( s]vice4 ,x is a delicate "q4 ,! successful salesman gives no p>ticul> ?\ght to 8 book b r devotes "o hundr$ p] c5t ( himself to s]v+ 8 cu/om]s2 lett+ ! book take c>e ( itself4 ,su* salesm51 z a matt] ( fact1 d n ne$ to worry ab\t _! books--!y are c]ta9 to be successful4 ,x is recomm5d$ to all %oe salesm5 t !y devote ! fulle/ att5tion to s]vice2 kn[+ full well t p]fection 9 s]vice w c]ta9ly produce satisfi$ cu/om]s & increas+ books4 ,to repeat1 !re is no /&+ /ill2 we are ei!r go+ ahead or mov+ backw>d1 & ! only sure way to prev5t back-slid+ is to make ea* day c\nt = some?+ m ?an ! "o t prec$$4 ,?is is a matt] ( keep+ up /eam4 ,! position ( ! salesman %\ld be some:]e betwe5 ! buy] & ! sell]4 ,he owes x to ! cu/om] to s]ve 8 be/ int]e/2 to d ev]y?+ possible to give him e advantage 9 ! b>ga94 ,on ! o!r h&1 ! salesman is ! repres5tative ( ! h\se t employs him & he is c]ta9ly expect$ to back x up at e turn4 ,! salesman :o takes 8 job s]i\sly1 & su* a man is ! only "o :o makes any?+ out ( 8 job1 recognizes ?is responsibility at once4 ,at fir/ !re might seem to be a gap betwe5 bo? sides ( ! b>ga9 t w\ld make ! salesman's d\ble loyalty impossible4 ,b high class bus9ess me?ods ( ! day h br\ght closely toge!r ^! two int]e/s4 ,!re is a mutual und]/&+ t only z !y are bo? well s]v$ c !re be p]man5t satisfaction4 ,! h\se _c give s]vice if x conducts its bus9ess at a loss & ! cu/om] w n be pleas$ & w n cont9ue 8 bus9ess unless he gets full value 9 :at he buys4 ,:5 tak5 9 ?is light ! salesman's responsibility z ! connect+ l9k betwe5 ! sell] & ! buy] is "o ( d\ble s]vice1 & incid5tally !re is a d\ble advantage4 ,a well-s]v$ cu/om] means a /eady cu/om] & t 9 turn means m bus9ess & bigg] e>n+s = ! salesman & ! /ore4 ,no bus9ess organization w\ld be s fooli% z to hold itself out z be+ p]fect4 ,x is op]at$ by human be+s r ?an by ma*9es1 & t implies !re are always b\nd to be "s mi/akes4 ,! be/ ! h\se c d is to make e ef=t to r$uce mi/akes to a m9imum4 ,9 quality ( goods & 9 quality ( s]vice !re is ! possibility ( an occasional slip-up1 & "r "h ! salesman is call$ 9 to %[ 8 loyalty & en?usiasm 9 ! face ( :at might develop to be ! loss ( pr(itable bus9ess4 ,! weak or un/eady man is b[l$ ov] 9 ! face ( opposition b ! /rong man is made bett] & /rong] by x4 ,e reasonable cu/om] is will+ to accept an explanation ( ! true facts1 & is glad to "k t he has n purposely be5 tak5 advantage (4 ,h fai? 9 ! goods & ! h\se1 recognize ! possibility ( error & g out ( y\r way to set ! cu/om] "r :5 ! 8kick0 is regi/]$4 ,,make ,,! ,,fir/ ,,sale ,,to ,,y\rself ,?ree or f\r ye>s ago a "y man :o _h n _h a great deal ( bus9ess exp]i5ce took up ! sell+ ( an electrical c>pet sweep] = h\sehold use4 ,?is he 0 to (f] 9 a h\se-to-h\se canvas ov] a limit$ t]ritory especially assign$ to him4 ,be=e />t+ out he read all ! circul>s prep>$ by ! sell+ dep>tm5t & wat*$ demon/rations made at ! (fice4 ,arm$ ) 8 equipm5t & a prep>$ sell+ talk ! "y man />t$ 9 8 new field4 ,mo/ ( ! wom5 prov$ to be int]e/$ to get a 8close-up0 ( ! bagpipe1 z "o ( !m call$ x1 & ev5 li/5$ to ! sell+ talk1 b :5 x 0 all ov]--!re 0 no sale4 ,= a week ! same exp]i5ce w5t on until f9ally ! salesman's "y wife ?\ght %e w\ld try h[ x work$ ar\nd ! h\se4 ,%e hit*$ x up & tri$ x on ! hall rug4 ,! result 0 f9e1 & %e !n te/$ x on ! furniture1 ! curta9s & f9ally on a suit ( clo!s4 8,x's a wond]10 %e said1 8& ,i mu/ h "o4 ,we c't af=d to be )\t x40 ,%e got x1 ( c\rse1 b ! important po9t1 z f> z we are conc]n$1 is t ! man 0 giv5 9 ^? few m9utes ! be/ sell+ talk he c\ld possibly use & ! only "o he ev] ne$$ f t "t on4 ,! exp]i5ce 0 ! turn+ po9t 9 8 c>e]4 ,:at c\ld a cut-&-dry sell+ talk am\nt to z comp>$ ) ! g5u9e en?usiasm ( ! man :o _h j in/all$ a sweep] = 8 wife's own conv5i5ce8 ,he _h n[ sold himself on ! m]it ( 8 goods1 & !re c\ld be no d\bt or fail+ 9 8 voice :5 approa*+ ! cu/om]4 ,n[ he c\ld talk 9 t]ms ( facts r ?an op9ions4 8,b10 "s %oe salesman may say1 8we don't h to demon/rate ! %oe to ! cu/om]1 %e kn[s :at x is & all ab\t x40 ,provid$ ! salesman is simply to take ! ord] x is true t he does n ne$ to demon/rate or conv9ce4 ,! g5u9e salesman1 h[ev]1 does m4 ,he w sell ! cu/om] ! %oe %e ought to h4 ,he w probably sell h] a m exp5sive "o1 or he may sell h] two or ?ree pairs1 & at ! same "t h h] realize t %e is be+ s]v$ be/ 9 buy+ !m4 ,?is is real salesman%ip1 & x is only possible ( a man :o is ?or\ghly sold on ! sup]ior m]it ( 8 own goods & 8 h\se--:o has made ! fir/ sale to himself4 ,,! ,,future ,a ,,reflection ,,( 8,,to-,,days0 8,*e] up2 bett] times are com+40 ,t is a *e]ful tune to s+1 b x may be mislead+ unless we realize t x does n mean t "t alone w make times bett]4 ,:at we are today is simply a reflection ( :at we made ourselves dur+ ! ye/]days2 & next ye> we %all h to %[ only :at we make ( opportunities today4 ,none ( u is 9 bus9ess j = a day4 ,! %oe salesman has a future :i* is1 fir/ ( all1 to make himself a bett] salesman4 ,!re=e 8 responsibility today is to put =w>d ev]y?+ he has 9 ord] to rea* ! goal he has set4 ,en?usiasm is ! p[] ne$$ to drive ! ef=t day by day4 ,,hone/y ,e p]son 9 bus9ess realizes t !re are z _m %ades ( hone/y z !re are %ades ( color 9 ! ra9b[4 ,sometimes we might v well be consid]$ di%one/ simply by /&+ by & say+ no?+4 ,any misund]/&+ a cu/om] might get conc]n+ a matt] ( importance connect$ ) ! sale %\ld rightly be correct$ by ! salesman4 ,!re is ! possibility t ! cu/om] may nev] le>n ! true fact & t no h>m w come z a result ( an untrue /atem5t or mi/ak5 idea1 b ! *ances are ! o!r way1 & m5 ( exp]i5ce "k t ! results are fatal to fur!r satisfactory bus9ess :5 ! fact ( deception is realiz$4 ,bus9ess today is conduct$ on ! basis ( mutual confid5ce 9 ! honor ( recogniz$ p4 ,an example ( ?is is 9 connection ) transactions on ! /ock ex*anges :]e bus9ess runn+ into millions ( doll>s e day is conduct$ on ! basis ( a spok5 8yes0 & 8no0 betwe5 m54 ,a buy] might easily claim he _h n made ! b>ga91 & 9 s do+ save himself sometimes ?\s&s ( doll>s1 b he w\ld soon] break 8 bond ?an break 8 ^w4 ,:olesale buy+ ( %oes & all o!r m]*&ise is c>ri$ on 9 su* enorm\s quantities t ! honor sy/em mu/ be dep5d$ ^u to a v great degree4 ,no "o is m despis$ ei!r 9 bus9ess or private life ?an ! man ^: ^w _c be dep5d$ ^u & he mu/ soon] or lat] desc5d to 8 own level4 ,hone/y 9 ! salesman relates bo? to ! h\se & to ! cu/om]4 ,any man :o w\ld /oop to /eal+ ( /ock is1 ( c\rse1 simply a pla9 ev]yday ?ief & ! law provides = him4 ,on ! o!r h&1 ! matt] ( "t z a ?+ ( value is sometimes ov]look$4 ,!re are only a limit$ numb] ( work+ m9utes 9 a bus9ess day & !y rank pretty high 9 money value4 ,!y %\ld be sp5t ) z mu* c>e z we sp5d our money4 ,! cu/om] is ! man :o pays ! sal>ies4 ,)\t 8 bus9ess !re c\ld be no sales =ce1 no /ock & no organization4 ,= t reason he des]ves ! be/ t c be giv54 ,he %\ld n be ov]sold nor %\ld he be sold "u a mi/ak5 impression4 ,x may mean a little less bus9ess ?is "t b ! diff]5ce w be m ?an made up on ! next sale4 ,,dang] ,,( ,,ov]-,,en?usiasm ,9 li/5+ sometimes to ! salesman expla9+ ! wond]ful m]its ( 8 newly discov]$ hair tonic1 or p]haps to ! great possibilities ( pr(its f "s undevelop$ copp] m9es 9 :i* he gives u ! 8opportunity0 to buy "s %>es1 ! "o ?+ t impresses u above all else is ! great en?usiasm ( ! salesman4 ,:5 he tells u t ! tonic w gr[ hair on ! door knob or t ! quality ( ore tak5 f ! m9e %[s t ! /ock w pay a hundr$ p] c5t pr(it ! fir/ ye>1 ! man is ei!r ov]-en?usia/ic1 if he believes :at he says1 or he is j pla9ly di%one/4 ,f ?is x is cle> t ! divid+ l9e betwe5 ! two1 s f> z ! cu/om] is conc]n$1 is n v %>ply drawn1 & t !re is a possibility ( ! salesman be+ judg$ z di%one/ :5 he may be absolutely hone/1 b p]haps ov]-en?usia/ic 9 mak+ ! sale4 ,! goods %\ld be sold only on ! m]its !y h & n on ! m]its ! cu/om] may expect to f9d 9 !m at ! price he is pay+4 ,! duty ( ! salesman "u su* conditions is to expla9 frankly t he is (f]+ ! maximum ( /yle1 fit & quality he is able to give1 ei!r at ! /at$ price or f ! selection he has 9 /ock4 ,if ! cu/om] insi/s on bett] quality he w1 9 mo/ cases1 be able to raise 8 idea ( price4 ,if ! /yle1 fit or color is n satisfactory & !re is no fur!r selection to be (f]$ x is bett] to say s frankly r ?an to =ce on him some?+ he does n want4 ,?is does n mean1 h[ev]1 t ! salesman w %[ 8 /ock ) ! attitude ( 8take x or leave x40 ,:at x does mean is t he w use e ef=t he has to satisfy ! cu/om] by gett+ him to realize t :at has be5 (f]$ is ! be/ t c be giv51 t x is ! maximum ( quality & ! :ole range ( /yle & fit to be _h at pres5t4 ,if1 !n1 ! salesman is n able to l& ! sale & ! cu/om] is /ill unsatisfi$1 he %\ld expla9 ! facts j z !y are1 ) all ! c\rtesy possible1 & put ! decision up to ! cu/om]4 ,r4 ,c4 ,he>ne1 buy] & manag] ( ! ,daniels & ,fi%] ,/ores ,company1 ,d5v]1 ,colorado1 has made ?is important po9t3 8,!re is z mu* clev]ness 9 miss+ a cu/om] z !re is 9 sell+ h]4 ,a cu/om] prop]ly miss$ is a future cu/om]4 ,= in/ance1 a woman ent]s y\r /ore & y fail to sell h]1 b y mu/ n let h] walk out ) simply a #8good-aft]noon4' ,say in/ead1 ',i w\ld l to h y come 9 at a little lat] date'--m5tion+ ! date--':5 we expect to h a new l9e1 :i* ,i w\ld l to h y inspect4' 8,?is means t y h probably /amp$ on y\r cu/om]'s m9d ! ?\ght t %e w call at y\r /ore 9 ! future4 ,n9e times out ( t5 %e w come back to y\r place ( bus9ess40 ,e salesman is work+ to build up a foll[+ ( regul> cu/om]s4 ,?is he c d only by *ang+ ! occasional cu/om] or ! 8look]0 into a 8regul>10 & ?is is possible only z a result ( g5u9e1 sympa!tic s]vice4 ,,promises ,if = any reason x is n possible to give ! cu/om] "s s]vice he asks =1 he %\ld be giv5 an und]/&+ !n & !re r ?an a promise t _c be fill$4 8,i'll see to x p]sonally10 ! salesman may say1 8t ^! %oes are deliv]$ to y tomorr[40 ,he !n passes along ! box 9 ! regul> way4 ,x may be delay$ = a day1 ! cu/om] is disappo9t$ because he _h plann$ to use ! %oes on a special occasion1 & 9 turn 8 confid5ce 9 ! salesman is lo/4 ,to ! salesman x 0 a small matt]2 he took x = grant$ t ! deliv]y w\ld be made )\t delay1 b he did n 8see to x p]sonally10 z he promis$ he w\ld4 ,he %\ld ei!r h done :at he promis$1 or he %\ld n h (f]$ ! s]vice unless he c\ld h c>ri$ out ! promise z *e]fully z x 0 made4 ,& t1 by ! way1 is ! te/ to be made ( e promise be=e x is giv54 8,i'll let y "k :5 ! new /yle is receiv$10 says ! un?9k+ salesman1 9 a mom5t ( en?usiasm & g5u9e ef=t to s]ve ! cu/om]4 ,b !n he promptly =gets 8 promise & ! incid5t is clos$4 ,) ! cu/om]1 x is diff]5t1 h[ev]4 ,%e waits a reasonable "t to be notifi$ b receives no ^w4 ,naturally %e assumes ! /yle has n be5 receiv$ &1 be+ 9 ne$ ( ! %oes1 %e goes else:]e & makes h] pur*ase4 ,! sale is lo/ & ! *ances are great t h] future bus9ess also w be lo/1 provid$ %e gets s]vice 9 mak+ ! outside pur*ase4 ,tak5 9 ?is light x is a pretty s]i\s matt]1 bo? = ! salesman & ! h\se4 ,en?usiasm is a wond]ful bus9ess-build+ p[]1 b x mu/ be s9c]e & x mu/ be la/+4 ,,*apt] ,v ,,! ,,cu/om] ,,z ,,! ,,salesman',s ,,gue/ ,,! ,,human ,,he>t ,,?rob ,s f> we h be5 consid]+ ^? important matt]s t h to d ) ! salesman's relation%ip to himself--! responsibility he has to build = himself a heal?y m9d1 & bus9ess _s4 ,we are n[ int]e/$ to consid] 8 relation%ip to ! p]son :o supplies ! p[] to op]ate ! :ole ma*9]y ( comm]ce1 :o foots all ! /ore's exp5ses1 & :o regulates ! size ( ! salesman's pay--! cu/om]4 ,a man ^: c>e] z a salesman _h ext5d$ ov] _m ye>s1 & :o _h be5 unusually successful 9 8 "w1 0 once ask$ be=e a l>ge ga!r+ ( bus9ess m5 to tell !m :at great p[] he consid]$ responsible = 8 success 9 sell+ goods4 ,8 reply 0 ! simple & beautiful fact t he le>n$ to love 8 cu/om]s4 ,:at he meant1 ( c\rse1 0 t he _h tra9$ himself to reg>d ea* cu/om] & to %[ him ! same consid]ation & int]e/ z ?\gh ! cu/om] 7 8 w>me/ fri5d4 ,m5tion love1 & we imm$iately ?9k ( ,romeo & ,juliet4 ,romeo1 ) 8 fi]y devotion1 w\ld h made a wond]ful salesman if he _h appli$ ! same en?usiasm to ! comm]cial field4 ,! man :o said he lov$ 8 cu/om]s 0 n "s s(t1 wi%y-wa%y dream] :o gaz$ s\lfully into 8 cu/om]'s eyes4 ,he 0 a /rong1 vigor\s1 man's man1 :o und]/ood en\gh ab\t human nature to "k t x is sympa!tic int]e/ com+ f ! he>t t ! cu/om] wants & = :i* he is happy to pay4 ,he wants to feel t 8 reque/ to be s]v$ w be consid]$ by ! salesman n simply z ano!r s]ies ( me*anical motions1 b r z an opportunity to be ( g5u9e help4 ,,greet+ ,,! ,,cu/om] ,! k9d ( respect & consid]ation a g5tleman gives to a gue/ 9 8 own home is ! /&>d by :i* ! successful salesman measures 8 s]vice to ! cu/om]4 ,!re is no?+ false or artificial 9 x2 simply a g5u9e ef=t to please4 ,:5 r$uc$ to ?is basis ! art ( good salesman%ip is n a s]ies ( cut-&-dry rules to tell ! beg9n] h[ _m /eps to take =w>d :5 greet+ a cu/om]1 :5 to rea* up to remove a box f ! /ock1 case1 or :5 & h[ to accept ! cu/om]'s money4 ,^? are simply me*anical op]ations & %\ld n con/itute a m important "p ( ! sale ?an ! arm motion ( a speak] 9 deliv]+ an address4 ,to ! man :o has 8 he>t 9 8 "w ! me*anical motions call$ = 9 conduct+ a sale w come z naturally z brea?+4 ,9 l9e ) ! ?\ght ( natural sell+1 x is evid5t t a salesman %\ld n ru% at ! cu/om]4 ,to pass someone else :o is approa*+ a cu/om] ) ! idea ( s]v+ him means to cause res5tm5t bo? 9 ! cu/om]'s m9d & 9 t ( ! fell[-work]4 ,( c\rse1 ! cu/om] w be treat$ ) polit5ess1 b ?is aga9 is m ( a =c$ expression ( consid]ation4 ,! trick monkey t accompanies ! ,italian organ gr9d] has be5 tra9$ to take (f 8 little r$ cap :5ev] anyone put a c5t 9 ! t9 c4 ,?is is a me*anical movem5t t might be consid]$ polit5ess1 b surely x does n express any "p ( ! salesman's responsibility 9 s]v+ 8 cu/om]4 ,! salesman is c\rte\s1 :i* implies t !re is 9 him a g5u9e reg>d & an hone/ ef=t to %[ e respect to :i* 8 cu/om] is entitl$4 ,c\rtesy is ! habit ( be+ polite--t means x is a natural expression & n artificial4 ,! impression made ^u ! cu/om] at ! "t he fir/ ent]s ! /ore or dep>tm5t dep5ds ^u ! mann] 9 :i* he is receiv$--:e!r 8 ho/ is glad to see him or :e!r he seems bor$ by ! fact t ano!r visitor has come4 ,:5 he realizes t he is welcome !re comes at once a w>m? ( fri5d%ip t removes 8 natural t5d5cy to re/ra9t4 ,! salesman's responsibility is to remove e ob/acle t /&s betwe5 ! meet+ & ! f9al sale4 ,a cold reception w prejudice a cu/om] aga9/ ! h\se & ! salesman4 ,!re=e1 greet him cordially1 s t ! sale may comm5ce on ev5 gr\nd4 ,?is w save bo? "t & sell+ ef=t4 ,h4 ,t4 ,conn]1 vice-presid5t ( ! ,george ,e4 ,kei? ,/ores ,company1 believes t a natural smile on ! face ( ! salesman z he greets ! cu/om] gov]ns ! success ( ! meet+4 ,he says3 8,! fir/ duty ( ! salesman is to smile4 ,a great big smile always w9s4 ,be good natur$4 ,no matt] h[ gr\*y y\r cu/om] may be y c re/ assur$ t a pleasant ^w or two w set him "r4 ,look y\r cu/om] /raight 9 ! eye & conv9ce him t y are at 8 s]vice4 ,d ?is & ! sale is y\rs4 ,nev] p]mit ! gr\* to get ! bett] ( y\r pati5ce1 = x means lo/ "t & t5 to "o y w n be any good to s]ve ! next cu/om]40 ,,rememb]+ ,,! ,,"n ,to "k ! cu/om]'s "n & to greet him by "n sets aside _m ( ! fir/ ob/acles 9 ! way ( gett+ />t$ ) ! sale4 ,by all means ! art ( rememb]+ names %\ld be cultivat$4 ,george ,boldt1 :o until 8 dea? a few ye>s ago 0 proprietor ( ! ,waldorf-,a/oria ,hotel 9 ,new ,york1 built up a =tune ( millions on ! /r5g? ( 8 great p]sonality4 ,he recogniz$ t m5 & wom5 feel m at home1 & are also mildly flatt]$1 :5 address$ by "n4 ,mr4 ,boldt made x 8 bus9ess to rememb] ! names & faces ( ?\s&s ( 8 gue/s1 9 ord] t he might greet !m cordially z !y ent]$4 ,to rememb] all ^! names he foll[$ ! plan ( repeat+ ea* "o ov] & ov] to himself :5 fir/ he>+ x4 ,he pictur$ 9 8 m9d h[ ! "n w\ld look :5 writt5 & !n associat$ x ) ! appe>ance1 voice & mann] ( ! individual man or woman4 ,?is requir$ "s ef=t1 ( c\rse1 b x is important en\gh to be s]i\sly consid]$ by ev]yone :o is con/antly s]v+ p4 ,9 ,*icago !re is a woman 9 ! %oe dep>tm5t ( a l>ge /ore :o has built up a l>ge foll[+ ( cu/om]s 9 mu* ! same way4 ,%e has gone a /ep fur!r1 h[ev]1 9 t %e rememb]s also _! special pref]5ces1 :5 !y made ! la/ pur*ase1 &1 if !re are *ildr5 9 ! family :om %e has s]v$1 %e rememb]s also _! names4 ,:5 we consid] t h] income is two or ?ree times z great z t ( o!r salespeople 9 ! same dep>tm5t1 :o w say t x isn't wor? ! ef=t8 ,,no ,,geography ,,9 ,,s]vice ,! summ] resort %op requires a special /yle1 color or mat]ial 9 a %oe 9 ord] to satisfy ! ne$s ( its cu/om]s2 ! pr(essional man pref]s "o /yle above ano!r2 ! labor+ man has 8 pref]5ce2 ! ,we/]n] has 8 *oice1 :i* is altoge!r diff]5t f :at ! city man 9 ! ,ea/ requires1 & s on x goes1 ea* man = 8 own ne$s & pref]5ces4 ,b n s 9 ! quality ( s]vice requir$ by ! cu/om]4 ,human nature is ! same f ,ma9e to ,cali=nia1 9 ! dit* digg] & 9 ! bank presid5t4 ,! salesman :o does n recognize ! tru? ( ?is fact _c gr[4 ,! successful salesman ( ! ,ea/ is also ! successful man ( ! ,we/1 ! ,nor? & ! ,s\?1 b ! salesman ( n>r[ vision & small purpose is a failure :]ev] he goes4 ,,famili>ity ,a spl5did ?+ x is1 & a m>k ( g5u9e s]vice1 to recognize a cu/om]1 to "k 8 pref]5ces & to take a p]sonal int]e/ 9 him4 ,b :at a diff]5t ?+ x is & h[ important x is = ! salesman to "k ! diff]5ce betwe5 ?is & =c$ famili>ity or attempts at 8%[+ (f40 ,! latt] c d no?+ b cause ! cu/om] to lose 8 reg>d & p]haps g else:]e to be s]v$4 ,! man ( exp]i5ce 9 bus9ess recognizes ! diff]5ce & gov]ns himself accord+ly4 ,he cont9ually be>s 9 m9d ! fact t ! cu/om] has come on a bus9ess matt] & t 8 sole int]e/ is to be well s]v$ ) ! goods he ne$s4 ,,meet+ ,,him ,,face ,,to ,,face ,)\t giv+ ! matt] a ?\ght1 a salesman1 or a gr\p ( !m1 may sometimes take /ation at ! front ( ! /ore ) _! backs t[>d ! door :ile !y engage 9 conv]sation4 ,al?\gh ?is may seem a m9or matt] x is nev]!less important1 = ! reason t ! effect giv5 is n good on a p]son ent]+ ! /ore4 ,a p]son's back sugge/s coldness & a _s ( unfri5dl9ess4 ,make e ef=t to e/abli% & hold ! good graces ( ! cu/om]--?is is necess>y4 ,meet y\r man face to face4 ,let him "k y are pleas$ to s]ve him & he w be j z pleas$ to give y ! bus9ess4 ,,side ,,*att] ,"h is ! exp]i5ce ( a man z told by him at a rec5t sales conv5tion4 ,on 8 way to ! (fice "o morn+ ab\t n9e o'clock he dropp$ 9 at a ne>by /ore to make a pur*ase ( a pair ( %oes4 ,ent]+1 he notic$ ?ree ( ! salesm5 gr\p$ ar\nd "o ( ! display cases1 li/5+ att5tively to a memb] ( ! p>ty :o _h full sway ( ! int]e/4 ,at ! f>!r end ( ! /ore 0 ! only o!r salesman on ! floor1 & he 0 busy ) ! /ock4 ,9 relat+ ! exp]i5ce ! man fur!r m5tion$ t he wait$ = a m9ute or two 7:i* seem$ to him l five or t571 & f9ally turn$ to make 8 way to ! door4 ,n until !n1 :5 he 0 ab\t to leave1 did "o ( ! numb] break away f ! gr\p & call out1 8,some?+ ,i c d = y80 ,"u ! circum/ances ! answ]1 ( c\rse1 0 8,no10 & ! door clos$ on a p]fectly good sale t 0 miss$4 ,?is man 0 n a gr\* by any means4 ,he 0 a busy bus9ess man & ?\ght en\gh ( 8 "t & ! day's "w be=e him to become re/less :5 call$ ^u to wa/e 8 m9utes :5 !re 0 no occasion = x4 ,v likely ! /ory t seem$ s important to ! salesm5 at ! "t 0 ! recital ( "s ord9>y exp]i5ce ( ! night be=e--:atev] x 0 x 0 n important en\gh to w>rant los+ ! man's bus9ess1 n only on t sale b ev] s9ce4 ,anyone :o ?9ks ab\t x = a m9ute w realize t idle talk on unimportant matt]s1 gossip1 /ory-tell+ & ! l1 is j pla9 wa/e4 ,x wa/es ! "t ( ! man :o talks & ( ^? :o li/5--& any p]son ar\nd _c well help li/5+4 ,!re are c]ta9 times 9 mo/ /ores & dep>tm5ts :5 trad+ is quiet & !re is no important curr5t "w to be done4 ,?is c be well us$ z an opportunity to get acqua9t$ ) ! trade pap]s1 catalogs & good bus9ess books1 or to talk ov] ) fell[-work]s /ore problems1 exp]i5ces1 ideas1 etc4 ,!n !re is 8kidd+0 ) "s o!r ( ! m5 or girls :ile wait+ on a cu/om]4 ,?is is fatal4 ,z f> z reta9+ ! cu/om]'s respect & confid5ce is conc]n$ ! salesman might j z well tell him t he is ( no importance--& t is practically :at x am\nts to4 ,! foll[+ is ano!r =m ( side *att] to be gu>d$ aga9/4 ,consid] :at an impression ?is w\ld h on y if y 7 9 ! cu/om]'s position3 ,cu/om]3 8,d y h ?is same /yle 9 a vici kid80 ,cl]k 7turn+ ar\nd73 8,hey1 ,joe--d we h ?is /yle 9 a vici kid80 ,joe3 8,no40 ,cu/om]3 8,:at is ! price ( ?is pair80 ,cl]k 7turn+ ar\nd & hold+ %oe 9 ! air73 8,joe1 :at are we gett+ = ^!80 ,joe3 8,n9e-fifty40 ,:5 next ! cu/om] comes 9 to buy1 if he does1 x is a c]ta9ty t he w ei!r *oose ,joe or someone :o seem$ to h "s reason to be call$ a salesman4 ,successful sell+ is bas$ on confid5ce4 ,any?+ t de/roys confid5ce injures ! salesman4 ,,pa9ful ,,sil5ce ,wa%+ton ,irv+1 ! fam\s ,am]ican au?or1 tells ( "o ( ! e>ly ,dut* settl]s 9 ,new ,york :o made x 8 special rule 9 public always to be sil5t4 ,at public ga!r+s he w\ld be pres5t b w\ld say no?+1 & :5 a discussion arose he w\ld smoke 8 pipe sob]ly & sil5tly look on4 ,aft] ! "q _h be5 decid$ & all diff]5ces ( op9ion _h be5 set aside ! m5 w\ld turn to ! sil5t fri5d & f9d on 8 face an expression t meant3 8,( c\rse1 ,i knew ! answ] all ! "t1 b 0 lett+ y y\ng] boys "w x out = y\rselves40 ,9 "t he came to be consid]$ ! wise man ( ! community4 ,b ?is sort ( ?+ does n g 9 retail sell+4 ,! cu/om] mu/ be made to feel com=table & at home4 ,a man com+ into ! /ore said t he w\ld l to look at a %oe1 size #g;,d1 ! same z ! "o he po9t$ out 9 ! w9d[4 ,turn+ ab\t1 )\t comm5t1 ! salesman made 8 way to ! re> ( ! /ore to select ! %oe1 leav+ ! cu/om] to look ov] ! r[ ( empty *airs & *oose "o = himself4 ,return+ ! salesman seat$ himself on ! /ool &1 )\t comm5t1 remov$ ! cu/om]'s old %oe & f9ally1 )\t comm5t1 plac$ ! new "o on ! foot1 lac$ x up1 & !n only !n did he break =? into spee* )1 8,!re1 h['s t80 ,until !n ! anxi\s cu/om] sil5tly wond]$ :e!r1 p]haps1 ! %oe 0 "o he %\ld n h ask$ =1 :e!r possibly he _h select$ a *air he %\ld n h tak51 or :e!r x 0 j a case ( ! salesman n lik+ him4 ,surely he c\ld n be expect$ to "k :e!r ! salesman 0 a sil5t wise man1 mak+ an ef=t to please1 or j a sil5t man n suffici5tly int]e/$ ev5 to ext5d ! cu/om>y c\rtesies4 ,a g5]al rule on ?is po9t t w nev] g wrong is to say at lea/ en\gh s t ! cu/om] w und]/& y are on 8 side4 ,,cu/om] ,,conc5tration ,ano!r way ( express+ ! idea ( cu/om] conc5tration is j ?is3 ,give ! cu/om]1 :ile y are s]v+ him1 "o hundr$ p] c5t ( y\r att5tion1 int]e/1 ?\ght & k ( ! bus9ess4 ,any measure less ?an t means !re w be a loss some:]e & ! wise salesman w make sure x is n 8 loss4 ,"o ( ! retail]s ) a long *a9 ( successful /ores1 9 speak+ ( ?is1 br\ght out ! di/9ction betwe5 classes ( salespeople 9 ?is way3 8,salesp]sons may be divid$ into two classes3 ^? :o simply wait ^u ! cu/om]s & ^? :o sell & produce bus9ess4 ,! memb]s ( ! fir/ class p]=m _! "w l ma*9es2 !y sell goods ask$ = by cu/om]s & _! *ief ?\ght is to get rid ( ! cu/om] z quickly z possible1 &1 p]haps1 to get all ! money f him !y c4 ,!y h no sugge/ions to make & no advice to give4 ,!y "k little m ab\t ! goods ?an ! price4 8,! o!r class ( salesp]sons take an int]e/ 9 _! cu/om]s to make !m satisfi$ ) ! s]vice giv54 ,!y firmly believe t a sale is n complete unless satisfaction on ! "p ( ! cu/om] accompanies x4 ,!y firmly believe 9 ! goods !y are (f]+ & !y communicate ?is confid5ce to _! cu/om]s4 ,!y "k t a satisfi$ cu/om] is a walk+ adv]tisem5t = _! /ore40 ,! salesman %\ld be> 9 m9d t ! cu/om] is n a %oe exp]t1 t ! p]son ( av]age means does n buy a pair m ?an two or ?ree times a ye>1 & t he actually ne$s helpful advice & sugge/ions4 ,by le>n+1 fir/ ( all1 j :at x is ! cu/om] has 9 m9d to buy1 ! salesman1 ) 8 k ( ! /ock & ( ! bus9ess1 is well able to (f] a g5u9e s]vice4 ,an important po9t is well br\ght out above1 t a cu/om]1 rightly s]v$1 is a liv+ adv]tisem5t1 n alone = ! /ore b also = ! man :o s]ves him4 ,,talk+ ,,9 ,,t]ms ,,( 8,,y0 ,a spl5did ?+ x is1 & a ne$ful "p ( e salesman's make-up1 to h loyalty = 8 h\se & a firm conviction 9 its high /&>d ( bus9ess "*4 ,on ! o!r h&1 9 8 relations ) ! cu/om] he %\ld always rememb] t !re is 9 ! cu/om]'s m9d j "o "q & t is1 8,9 :at way w ?is ?+ be ( b5efit to me80 ,he is int]e/$ 9 ! hone/y ( ! h\se & ! gu>antee beh9d its ^w1 he is int]e/$ 9 ! salesman :o s]ves him1 he is int]e/$ 9 ! /yle ( ! %oe1 9 its fit & we>+ qualities only 9 s f> z !y are to be ( special b5efit to himself4 ,x is = ! salesman to appreciate & to take advantage ( ?is fact 9 8 treatm5t ( ! cu/om]4 ,?is same idea has be5 express$ 9 ano!r way1 z foll[s3 8,! man :o is to be a success 9 sell+ mu/ le>n to #8put ! buy] 9 ! picture4'0 ,?is is j ano!r way ( say+ t ! salesman1 9 8 ef=t to s]ve1 mu/ conv9ce ! cu/om]1 at e turn1 ( ! special advantages ! goods hold = him4 ,if ! cu/om] is a /\t woman %e is n int]e/$ to "k t ! %oe w\ld look exceptionally well on a tall sl5d] p]son1 nor does %e c>e especially t !re are "s v nice %oes 9 /ock at twice ! price %e has to sp5d4 ,f />t to f9i% talk %oes = /\t wom5 ( h] height & ar\nd ! price %e has to sp5d1 be>+ 9 m9d1 ( c\rse1 t %e may be able to increase h] idea ( price4 ,9 sell+ wom5's suits & dresses1 & m5's suits1 too1 !re is a little trick ( ! trade to get ! goods on ! back ( ! prospective cu/om] z soon z possible4 ,! salesp]son might %[ ! cu/om] a f9e picture ( a slim "y miss we>+ a simil> patt]n ( dress z ! "o 9 :i* ! woman express$ an int]e/1 or ! man might be %[n ! picture ( a college boy we>+ ! same model z ! "o he inquir$ ab\t1 b ! exp]i5c$ salesp]son kn[s bett] ?an to wa/e "t t way4 ,! mom5t he f9ds a suit 9 :i* ! man1 = in/ance1 has %[n an int]e/1 he asks him to slip on ! coat 8j = ! size10 & !n leads him ov] to ! mirror4 ,:at he has done1 y w notice1 is to place ! cu/om] 9 ! picture1 :i* is j exactly :at appeals to e buy]4 ,foll[ ?is cue f ! exp]i5ce ( ! clo?+ salesman4 ,plan ! :ole ef=t to please ! cu/om] f ! mom5t he ent]s ! /ore until y bid him 8,good-by10 by %[+ him himself z ! c5tral figure 9 ! picture4 ,,/ick ,,to ,,! ,,sale ,someone has told an exagg]at$ y>n ( a "y sales cl]k :o _h be5 giv5 z a ^w ( advice by a well-mean+ salesman ( m exp]i5ce ! sugge/ion t he %\ld %[ a special int]e/ 9 ea* cu/om]1 because ^u t w\ld dep5d 8 success4 ,! fir/ cu/om] to approa* ! cl]k 0 an old lady heavily weight$ ) ! worries %e _h accumulat$ & nurs$ = almo/ sixty ye>s4 ,be+ com=tably seat$ 9 "o ( ! *airs h] m9d began its usual pa/ime ( fre%5+ up ! worries ( ! pa/1 & ! old lady became talkative4 ,det]m9$ t he w\ld be a success z a salesman1 accord+ to :at little he _h be5 told ( x1 ! cl]k %[$ e indication ( int]e/ & sympa?y--ev5 grief z ! sad /ory proce$$4 ,! old lady1 enc\rag$ & com=t$ because %e _h f\nd su* a good li/5]1 cont9u$ on & on & on1 & z %e cont9u$ h] recital became m expressive & h] grief m bitt]4 ,at any rate ! two ( !m enjoy$ ! sorr[ toge!r1 & aft] ! lady _h be5 p>tly reviv$ ) a glass ( wat] & a l>ge fan %e 0 !n able ) assi/ance to rea* ! door & make h] way homew>d4 ,%e _h lo/ all ?\ght ( ! sale & _h wa/$ an h\r ( h] own "t & ! cl]k's4 ,! tr\ble "h 0 t 9 8 ef=t to foll[ in/ructions ! cl]k _h all[$ himself to lose sight ( ! fact t he 0 sell+ %oes & n sympa?y4 ,c]ta9 types ( good cu/om]s !re are :o l to talk4 ,! exp]i5c$ salesman le>ns ! knack ( li/5+ )\t enc\rag+ a long y>n t w take 8 "t & prev5t him f s]v+ ! next wait+ cu/om]4 ,z ) ! cu/om] s ) ! salesman !re is sometimes a t5d5cy to drift to ?+s t h no relation to ! sale he is try+ to make4 ,rememb] t ! sale is a c\rte\s bus9ess transaction & n a social visit4 ,/ick to ! sale & make x pleasant bus9ess f />t to f9i%4 ,,talk+ ,,9 ,,positive ,,t]ms 8,y w\ldn't want a nice pair ( canvas %oes1 w\ld y80 v5tur$ ! cl]k4 ,& ! answ] sugge/$ to ! cu/om] 01 8,no1 ?ank y40 ,! salesman is n int]e/$ 9 kn[+ :at ! cu/om] may n want & x c]ta9ly is n "p ( 8 job to sugge/ 8,no0 to ! cu/om]4 ,consid] ! effect on ! cu/om]'s m9d ( ! same idea express$ 9 positive t]ms r ?an negative4 8,we h j receiv$ "s new /yles ( pretty canvas %oes t ,i "k y w be glad to see10 & !n ! salesman is on 8 way to produce a pair4 ,:5 put 9 "s su* positive =m !re is less ?an "o *ance 9 t5 t ! cu/om] w n rema9 & be well pleas$ to look at ! %oes4 ,!n a new sale beg9s f t po9t on4 8,y did n ask = tan %oes2 y ask$ = black10 says ! inexp]i5c$ salesman4 ,al?\gh :at he says is absolutely true1 x is b\nd to set up 9 ! m9d ( ! cu/om] a feel+ ( antagonism :i* w h to be ov]come lat] be=e ! cl]k c numb] ?is man among 8 fri5dly cu/om]s4 ,any?+ t sugge/s a negative ?\ght 9 ! cu/om]'s m9d mu/ be fai?fully avoid$4 ,x is b\nd to kill confid5ce & en?usiasm4 8,don't y l t /yle8 ,:y n80 ,! reaction on ! cu/om]'s m9d z a result ( t "q w probably be t he did n come 9 to expla9 8 pref]5ce 9 /yle b to buy himself a pair ( %oes4 ,take advantage ( ! po9t he has made1 t he does n c>e = ! /yle4 ,x is evid5t t y h misjudg$ 8 ta/e4 ,make a positive sugge/ion out ( x by lett+ him und]/& t y are int]e/$ to "k fir/ h[ ! %oe is = fit & t y h a diff]5t /yle t y believe w meet 8 ideas on appe>ance & quality4 ,to ask a cu/om] 8,:at size d y we>80 might give him ! impression t ! salesman does n "k 8 bus9ess4 ,if he is ! k9d ( man :o keeps ^? ?+s 9 8 head1 he w probably m5tion ! size by ! "t ! %oe is remov$ f ! foot4 ,if he does n1 ! exp]i5c$ salesman w c>efully use 8 measur+ /ick & !n confid5tly />t (f = ! /ock4 ,!re are1 9 fact1 "s /ores t h e/abli%$ a special rule among ! salesm5 t ! old %oe is n to be ref]r$ to = size1 b t ! measur+ /ick is to be us$ at once4 ,to repeat = emphasis3 ,mo/ m5 d n buy %oes (t5 en\gh to rememb] all ! details ( size1 /yle1 mat]ials & ! l4 ,!y are n exp]ts b come to ! salesman to receive exp]t s]vice4 ,,don',t ,,argue ,foll[+ ! ?\ght ( sugge/+ only positive ideas is ! important po9t to avoid argum5t ) ! cu/om]4 ,argum5t is negative1 & does n s]ve to get ! cu/om] 9 a buy+ frame ( m9d4 ,he may make "s /atem5t t is absolutely )\t f\ndation conc]n+ quality1 make or price4 ,:atev] x may be ! salesman c d no?+ bett] to /r5g!n himself & ! reputation ( 8 goods ?an to give ! cu/om] ! true facts 9 ! =m ( confid5t sugge/ions r ?an sl$ge-hamm] bl[s ( argum5t4 ,= example3 8,!re is no occasion = ^! pres5t high prices ( %oes4 ,! manufactur]s & ! deal]s are simply tak+ advantage ( conditions to make big pr(its10 says ! cu/om]4 8,yes1 ! prices c]ta9ly are high] ?an ^? we h be5 accu/om$ to lately10 says ! salesman1 agree+ b prep>+ ! cu/om] to accept ! facts1 8b :5 we consid] t ! price ( hides & sk9s has advanc$ any:]e f two hundr$ to five hundr$ p] c5t1 due to sc>city1 & t labor co/s are close on to sev5ty-five p] c5t high] ?an !y 7 a %ort "t ago0--& ! salesman ne$ n g fur!r 9 mo/ cases4 ,he has 8let ! cu/om] d[n easy0 & at ! same "t giv5 him ! facts4 ,! result is a bett] und]/&+ ( ! true conditions & a high] reg>d = ! salesman's ability4 ,x di/resses any man to h himself br\ght face to face ) ! fact t 8 /atem5t is )\t f\ndation4 ,! salesman %\ld plan1 z 9 ?is in/ance1 to (f] 8 facts s skillfully t ! cu/om] w n recognize t he is be+ conv9c$ ( 8 error4 ,conc]n+ ! goods ( competitors1 ! salesman 9 mo/ in/ances w f9d x be/1 by all means1 to make no ef=t to g into ! relative m]its ( quality1 /yle1 fit1 bus9ess policy or any o!r su* que/ions4 ,he is n 9 bus9ess to adv]tise 8 competitors1 & !re=e ! m he leaves !m 9 ! backgr\nd ( ! picture ! great] w be 8 success 9 sell+ 8 own l9e4 ,?is po9t is treat$ m fully 9 ! *apt] on 8,%[+ ! ,goods40 ,,w>-,,"t ,,portions ,,out ,,( ,,date ,dur+ ! w> p]iod ev]yone le>n$ to accept gladly w>-"t portions1 ( food especially1 & also to a great ext5t1 w>-"t portions ( s]vice4 ,t t]m 8w>-"t0 meant to u j a little bit less or j a little l[] quality ?an :at we _h be5 accu/om$ to & :at we ne$$ 9 ord] to be p]fectly cont5t4 ,al?\gh a salesman may be busy & h sev]al cu/om]s wait+ to be s]v$1 !re is no ne$ = him to r5d] w>-"t s]vice4 ,a few words ( explanation to ! cu/om] ! mom5t he or %e ent]s ! /ore w bridge ov] ! delay caus$ by ! salesman's inability to give in/ant s]vice4 ,c\rtesy & consid]ation ( ! cu/om]'s ne$s does n1 z a rule1 require m "t ?an slip-%od s]vice & ! delay caus$ by x4 ,z already m5tion$1 ! g5]al run ( m5 & wom5 come to ! /ore on a matt] ( bus9ess & !y d n h any special desire to rema9 any long] ?an necess>y to get well s]v$ 9 _! requirem5ts4 ,a full measure ( s]vice1 !n1 is ! j dess]t ( e cu/om]4 ,x pays divid5ds = ! /ore & increases ! salesman's sal>y4 ,,*apt] ,,vi ,,tak+ ,,an ,,int]e/ ,,9 ,,! ,,cu/om] ,,are ,,y ,,sell+ ,,or ,,is ,,he ,,buy+8 ,:5 9 #aiag ! annual conv5tion ( ! ,national ,%oe ,retail]s ,association 0 held 9 ,*icago an incid5t occurr$ :i*1 al?\gh small 9 itself1 emphasiz$ "o ( ! v important pr9ciples ( sell+4 ,ow+ to "s confusion 9 ! cloak room ( ! auditorium 9 :i* ! conv5tion 0 be+ held1 two ( ! memb]s ( ! association1 bo? retail deal]s1 7 unable to secure _! hats & 7 ?us "u ! necessity ( mak+ an imm$iate pur*ase4 ,!y ent]$ "o ( ! ne>by /ores1 naturally some:at emb>rass$ at be+ )\t hats1 m5tion$ ! conditions briefly to ! cl]k & ask$ to be fitt$4 ,x %\ld be borne 9 m9d1 ( c\rse1 t ^! two g5tlem51 al?\gh exp]i5c$ %oe deal]s1 did n "k any m ab\t ! subject ( hats ?an ! av]age cu/om] kn[s ab\t ! subject ( %oes4 ,! sales cl]k1 )\t %[+ any int]e/ or consid]ation at ! emb>rassm5t ( 8 cu/om]s1 respond$ ) ! "q1 8,:at k9d ( a hat d y want80 ,aft] a m9ute's ?\ght !y bo? decid$ t x _h bett] be a s(t felt hat4 ,?is 0 foll[$ ) ! second "q1 8,:at size d y we>80 ,nei!r ( ! un=tunate cu/om]s c\ld recall ! size ( ! hat he _h be5 we>+ & 0 unable to fall back ^u ! usual cu/om ( ref]r+ to ! size m>k 9 ! old hat4 ,?is meant ano!r slight annoyance & delay 9 try+ on sev]al hats be=e ! cl]k 0 able to le>n ! sizes4 ,aft] hunt+ ! /ock a:ile1 ! cl]k at la/ produc$ "o or two /yles ( n>r[ brimm$ felt hats :i* prov$ entirely unsuit$ to ! cu/om]s1 :o 7 bo? r tall & heavy4 ,evid5tly "h 0 a man :o did n "k 8 job4 ,f9ally tak+ ! matt] into _! own h&s1 ! two m5 decid$ !y w\ld cont5t !mselves ) caps until !y c\ld f9d a salesman :o c\ld give !m help 9 decid+ :at !y %\ld we>4 ,! pur*ase 0 made & ! price paid1 b x is evid5t t ! cl]k c\ld n be consid]$ to h sold 8 cu/om]s4 ,f />t to f9i% ^! m5 7 buy+1 & ! cl]k prov$ to be m ( a h9drance ?an a help4 ,9 retail %oe sell+ x w\ld be r>e inde$ to f9d 9 "o sale s _m features ( poor salesman%ip1 b x is cle>1 ( c\rse1 t ! pres5ce ( any "o ( !m w\ld op]ate to r$uce ! cu/om]'s confid5ce & satisfaction4 ,f ! %oe salesman's own exp]i5ce he w\ld h realiz$ at once ! desirability ( greet+ ! cu/om]s *e]fully & ( %[+ an int]e/ 9 an unusual exp]i5ce t br\ght ! m5 9 f ! /reet b>ehead$4 ,he w\ld n h ask$ a blunt "q conc]n+ ! k9d ( hat desir$ b w\ld1 at a mom5t's glance1 h recogniz$ 8 cu/om]s z bus9ess m51 w\ld h tak5 notice ( ! quality & color ( _! suits1 & !n w\ld h made "s su* positive sugge/ion z1 8,i h "h a nice felt hat t w look well on y40 ,he w\ld h kn[n imm$iately t a l>ge man w\ld require a hat ) ei!r a m$ium or wide brim4 ,& al?\gh he _h n be5 told ! hat size he w\ld h kn[n en\gh ab\t 8 bus9ess to "k t m5 ( ?is size w\ld n we> less ?an a size sev54 ,he w\ld h br\ght t size1 or p]haps "o l>g]1 & w\ld h h&$ x to ! cu/om] ) ! rem>k1 8,i believe ?is w s]ve y = size40 ,all ^! ?+s w\ld h be5 g5u9e sell+ ef=t4 ,9 ! case m5tion$ ! m5 7 well able to buy ! be/ hat 9 ! h\se1 & two hats at eight or t5 doll>s apiece w\ld h be5 m easily sold ?an ! caps at two-fifty 7 b\ght4 ,betwe5 ! two !re is z mu* diff]5ce z !re is betwe5 day & night4 ,"o is bright1 *e]ful1 intellig5t2 ! o!r no?+ m ?an a vague1 half-he>t$ burlesque ( sell+4 ,,gett+ ,,8 ,,int]e/ ,= ! purpose ( analyz+ a sale & 9 ord] to %[ j :at are ! po9ts to be consid]$1 ! sell+ process may be repres5t$ by f\r /eps lead+ upw>d to ! f9al sale1 z foll[s3 ,action--,! ,sale ,creat+ ,desire ,build+ ,int]e/ ,attract+ ,att5tion ,! !ory ( sell+ is bas$ on ! idea t be=e x is possible to proce$ ) any attempt to sell x is necess>y fir/ to get ! prospective cu/om] to transf] 8 att5tion f o!r ?+s & to apply x to ! article to be sold4 ,:ile walk+ along ! /reet our ma9 att5tion & int]e/ may be on ^? ?+s imm$iately ar\nd u4 ,if sudd5ly we he> ! hum ( a motor f above we at once ?9k ( fly+ & our att5tion is transf]r$ to ! a]oplane pass+ ov]head4 ,! means ( attract+ our att5tion 0 ! hum ( ! motor or p]haps ! action ( ! p ar\nd u4 ,9 retail sell+ ! matt] ( attract+ att5tion is to "s ext5t1 b n all by any means1 tak5 c>e ( by newspap] adv]tis+1 w9d[ & /ore displays1 ! cu/om]'s acqua9tance ) ! /ore1 & ! l4 ,x is = ! salesman1 h[ev]1 if he is to sell r ?an simply to take ord]s1 to guide ! cu/om]'s att5tion & build a g5u9e int]e/ 9 ! goods2 to sell s t ! cu/om] w li/5 & respond to 8 sell+ talk1 exam9e ! goods & agree p]haps to try !m on4 ,^! ?+s %[ int]e/4 ,h[ev]1 int]e/ alone does n sell4 ,we may be int]e/$ to exam9e a ,g]man fight+ tank br\ght ov] = exhibition1 b t 9 itself does n create 9 u any desire to own "o4 ,! ef=t ( ! "y man to sell ! electric c>pet sweep]1 already m5tion$1 caus$ int]e/ on ! "p ( ! h\sewives1 b ! action /opp$ !re4 ,he 0 at fir/ unable to create desire & z a result !re 0 no sale4 ,x is = ! salesman to s plan 8 ef=t t ! cu/om] w get f x a desire to own ! goods4 ,assume1 = example1 t ! cu/om] has b\ght "o pair ( %oes & t y h be5 able to get 8 int]e/ 9 a pair ( pat5t lea!r pumps :i* he is n[ exam9+4 ,up to ?is po9t x may be he is exam9+ !m only because !y are a f9e piece ( workman%ip1 z he might exam9e an exhibit 9 ! art museum4 ,h[ev]1 t 9 itself does n make sales or pr(its4 ,x is = ! salesman n[ to create a desire 9 ! cu/om] to add t pair ( pumps to 8 w>drobe4 ,! f9al /age ( ! sale is t ( /imulat+ ! buy+ action 9 ! cu/om]2 to assi/ him to ! decision t he ne$s ! goods & t 8 desire to h !m is great] ?an 8 desire to reta9 ! money4 ,9 ! pres5t *apt] we are to consid] ! matt] ( attract+ ! cu/om]'s att5tion & ( build+ 8 int]e/ 9 ! goods4 ,lat] ! important po9ts ( creat+ desire & ( /imulat+ action w be tak5 up4 ,,po9ts ,,( ,,contact ,! electric p[] to illum9ate ! /ore or home is controll$ by swit*es :i* s]ve to br+ toge!r or to sep>ate ! po9ts ( contact4 ,:5 ! swit* is ?r[n on ! effect is "o ( br++ toge!r ( ! po9ts ( contact4 ,z a result !re is action2 ! circuit is complet$ & light is produc$4 ,! fir/ /ages ( ! sale may be lik5$ to ! action ( ! electric swit*4 ,if att5tion & int]e/ 9 ! goods are prop]ly guid$ by ! salesman !y w )\t exception lead up to ! action ( buy+ on ! "p ( ! cu/om]4 ,a great po9t ( importance is t ( li/5+ att5tively to ! cu/om]'s fir/ rem>ks4 ,^u ?is may (t5 dep5d ! :ole success ( ! ef=t4 ,if a woman calls = some?+ new t is at once a means ( e/abli%+ a po9t ( contact on ! basis ( /yle4 ,talk /yle & %[ ! late/ patt]ns & at once y h fix$ h] att5tion & int]e/4 ,if1 9 a c]ta9 %oe (f]$ %e %\ld complim5t ! heel b n q approve ( ! color1 y h "h a sugge/ion = fur!r ef=t4 ,conc5trate on ! heel & any o!r features t may h appeal$ to h] & use ?is z ! means ( e/abli%+ ! contact4 ,conc5trate on ! /rong po9ts2 speak ( ! specially design$ ar* & ( ! beauty x gives ! g5]al appe>ance ( ! :ole %oe4 ,?is c]ta9ly does n mean to ov]/ate any facts b x does mean to make use ( ^? intimations ( pref]5ce t ! cu/om] expresses to focus int]e/ & to advance ! sale4 ,if a cu/om] m5tions ! quality ( /r5g? 9 call+ = a %oe1 x is safe to assume t we>+ quality r ?an /yle is ! special feature t w appeal to him4 ,8 appe>ance w usually indicate ! quality ( %oe desir$4 ,"w ) him on ! matt] ( quality1 select ! /ock ) t 9 m9d pr9cipally & /yle only z a second consid]ation4 ,mo/ p>5ts 9 buy+ *ildr5's %oes h =emo/ 9 m9d ! important matt] ( gett+ a %oe t w all[ fre$om ( movem5t & natural gr[? ( ! feet4 ,p]haps 9 ! fir/ s5t5ce spok5 "s intimation ( ?is w be made4 ,take advantage ( x & use x4 ,rememb] t x is ! elem5t ( com=t ! cu/om] wants & t ! sale w progress ) great] satisfaction all ar\nd accord+ to ! salesman's ability to und]/& :at is want$1 & to deliv] x4 ,,h&l+ ,,! ,,goods ,! cu/om]'s int]e/ 9 ! goods & also 8 desire ( own]%ip is influ5c$ m ?an _m salesm5 realize by ! way 9 :i* ! goods are h&l$4 ,a "y cl]k ) m _s ?an exp]i5ce1 9 br++ a pair ( sat9 slipp]s to ! *air :]e 8 cu/om] 0 seat$1 all[$ !m to sw+ arm's l5g? at 8 side z he approa*$ h]4 ,?is %e notic$1 & an impression ( slip-%od h&l+ 0 sugge/$4 ,al?\gh ! slipp]s 7 fre% /ock1 tak5 f ! box j a mom5t be=e1 ! cu/om] insi/$ t !y _h ! appe>ance ( be+ h&l$ & reque/$ ano!r pair4 ,9 h] m9d1 ruffl$ appe>ance 0 associat$ ) ! mann] 9 :i* %e _h se5 ! %oe h&l$ by ! cl]k4 ,! exp]t diamond salesman h&les a /one ) all ! t5d]ness & c>e ( a "m ) h] *ild2 n because ! diamond means m to t salesman ?an ! %oe does to ! %oe salesman1 b because he und]/&s human nature en\gh to realize t only 9 s f> z he %[s an int]e/ 9 ! /one c he hope to h ! cu/om] d s4 ,if he slid ! /one across ! c\nt] ! sale w\ld suff]4 ,if he %\ld drop x 9 tak+ x out ( ! case ! sale w\ld likely be lo/4 ,! po9t to be> 9 m9d 9 ?is connection is t ! salesman is ask+ ! cu/om] to make ! goods 8 own4 ,a da9ty silk or sat9 slipp] %\ld be h&l$ da9tily by ! salesman2 ) j z mu* c>e z ! own] w\ld give x ^u us+ x ! fir/ "t4 ,on ! o!r h&1 a /rong1 heavy out+ %oe might be slapp$ firmly ^u ! palm ( ! salesman's h&4 ,! heavy s\nd 9 ?is in/ance might be expect$ to give ! impression ( /r5g? & la/+ qualities4 ,all ( ^! ?+s1 al?\gh small 9 !mselves1 play an important "p 9 br++ up ! cu/om]'s att5tion & int]e/ to ! po9t ( desire4 ,,appropriate ,,sell+ ,,talk 8,some?+ = y1 mi/]80 z a "p ( ! sell+ talk1 is _m times worse ?an absolute sil5ce4 ,x is bad because x is z anci5t1 tatt]$ & torn z ! 8little old r$ %awl0 itself4 ,x /amps ! salesman z be+ )\t any orig9ality & x is likely also to bore ! cu/om]4 ,take x = grant$ t he wants some?+ or else he w\ld n be 9 ! /ore4 ,jump "r into bus9ess & at ! same "t get ! cu/om] on y\r side4 ,any?+ orig9al su* z1 8,may ,i s]ve y80 or "s v>iation1 is good4 ,p]haps z good z any?+ else is a smile & a *e]ful 8,good morn+0 or 8,good aft]noon40 ,! expressions 8,lady10 & 8,mi/]10 h be5 taboo$ = g5]ations2 !y might s]ve all "r = a peanut /& b n 9 a high-class %oe /ore or dep>tm5t4 8,madam0 & 8,sir0 are dignifi$ & are greatly to be pref]r$4 ,! cu/om] is always glad to see a sign ( intellig5t int]e/ conc]n+ himself4 ,if ! salesman notices t ! %oe j remov$ has be5 b\ght f 8 h\se or if he recognizes ! cu/om]1 x is always good to ask ) c\rtesy :e!r ! %oe remov$ has giv5 satisfactory s]vice4 ,9 mo/ in/ances x is safe1 ( c\rse1 to assume t ! %oe has1 or else ! cu/om] w\ld n h return$4 ,on ! o!r h&1 !re is ! possibility ( "s dissatisfaction1 & 9 t case x is well to "k ! facts4 ,among inexp]i5c$ salesm5 !re is ! dang] ( lay+ too mu* emphasis 9 ! sell+ talk ^u ! price--9 o!r words1 mak+ x a matt] ( sell+ prices r ?an m]*&ise & s]vice4 ,! cu/om] has come to buy %oes2 price is an important consid]ation ) him 9 all probability1 b x is quality1 /yle & fit t w det]m9e 8 satisfaction4 ,if ! salesman w devote himself especially to ^! ?+s1 if he c assure 8 cu/om] t ! goods are :at he wants & t !y w give him s]vice1 ! matt] ( price w1 9 mo/ in/ances1 be second>y4 ,! slogan ( a ,new ,york retail h\se is t 8,! quality w be rememb]$ long aft] ! price is =gott540 ,!re is a great deal express$ 9 ?is f ! /&po9t ( good m]*&is+4 ,! salesman c d no bett] ?an to make 8 appeal on ! same basis4 ,limit ! numb] ( que/ions direct$ to ! cu/om]4 ,z m5tion$ be=e1 ! cu/om] may res5t que/ions because ( a feel+ t he came to be s]v$ r ?an to be subject$ to que/ion+4 ,! sale w proce$ m smoo?ly if ! salesman takes = grant$ t c]ta9 m9or po9ts are satisfactory unless ! cu/om] makes "s m5tion ( !m to ! contr>y4 ,if no?+ is said conc]n+ color1 /yle ( heel1 quality or k9d ( lea!r1 x is a great deal bett] to assume ! cu/om]'s satisfaction4 ,to br+ !m up specifically ) a direct "q means t an entirely new tra9 ( ?\ght is />t$ 9 ! cu/om]'s m9d1 t he is requir$ to make ano!r decision & t he w be h9d]$ by confusion ( ?\ghts 9 com+ to 8 ma9 decision to buy4 ,repetition ( "s po9t ( special importance t may h slipp$ ! cu/om]'s m9d is an effective means to /imulate a decision4 ,great c>e %\ld be us$ 9 do+ ?is because repetition ( any po9t ( small importance w produce ! effect ( annoyance4 ,if us$ at all1 let x be only on "s po9t ( importance on :i* ! cu/om] has %[n int]e/ or conc]n4 ,,sugge/ion ,! op]ation ( ! human m9d 9 gett+ />t$ on a tra9 ( ?\ght has be5 comp>$ ) t ( a trolley c> or automobile 9 gett+ />t$ f ! condition ( re/4 ,x is n possible to apply ! full p[] at once & to get an imm$iate op]ation ( ! c> at full spe$ ahead4 ,! p[] :5 increas$ gradually builds up ! spe$1 & ! =w>d motion goes on s naturally t x becomes almo/ unnoticeable4 ,x is said t ! human m9d op]ates mu* ! same :5 giv5 an idea 9 ! =m ( a sugge/ion4 ,to ! %oe salesman ?is means t !re mu/ be only a limit$ numb] ( sugge/ions pres5t$ & t ^! %\ld be (f]$ "o aft] ano!r only z ! m9d has "t to get />t$ & "u motion on ! "o prec$+4 ,to make ?is m concrete1 x may be assum$ t ! salesman has (f]$ 8 cu/om] a c]ta9 /yle ( %oe1 t he has told ! *ief po9ts conc]n+ x1 & t ! cu/om] has made no reply4 ,%\ld ! salesman at once produce ano!r %oe & beg9 8 talk conc]n+ x1 ! cu/om] w\ld become confus$ & be fur!r away f a decision ?an he 0 ) only "o pair to consid]4 ,only aft] x is cle> t ! fir/ %oe is n ! "o want$1 or at ! cu/om]'s special reque/1 %\ld o!rs be (f]$4 ,give ! cu/om]'s m9d a *ance to get accu/om$ to ! sugge/ions already (f]$4 ,all sugge/ions made %\ld be ( a positive nature4 ,_! purpose is to assi/ ! cu/om] to a decision4 ,! foll[+ illu/ration is giv5 to %[ ! effect ( a negative sugge/ion3 ,! att5tion ( a physician 0 attract$ ! o!r day by a %oe he notic$ 9 ! w9d[ ( "o ( ! city /ores4 ,go+ 91 he said to ! cl]k3 8,i'd l to see "s ( ! /yles y are %[+ 9 ! l9e ( ,ox=ds = summ]4 ,i don't want to try on a pair j n[1 b ,i w\ld l to h y %[ me ?ree or f\r /yles40 8,well10 said ! cl]k1 8we hav5't v _m ,ox=ds 9 /ock j yet4 ,mo/ ( ! /yles t we w c>ry ?is summ] are %[n 9 ! w9d[4 ,y c g out & look at !m40 ,! cu/om] did g out--& didn't come back4 ,! sugge/ion ( be+ too anxi\s to make a sale causes ! cu/om] to be skeptical4 ,he w ei!r "q ! quality ( ! goods be+ %[n or ! ability ( ! salesman to give him dep5dable s]vice4 ,! salesman's ef=t1 to be m effective1 %\ld be s natural t x does n occur to ! cu/om] t he is be+ l$ to a decision4 ,! int]pretation t a great actor gives to a "p he is play+ is s natural t 8 audi5ce loses sight ( ! fact t !re is ef=t1 & actually moves along 9 ! "p ) ! actor4 ,n]v\s hurry+ z %[n by quick1 excit$ movem5ts causes uneas9ess to ! cu/om]4 ,!re is ! dang] ( hav+ ?is %[n :5 !re are sev]al cu/om]s wait+ to be s]v$4 ,h[ev]1 ! effect produc$ by excit$ hurry+ is t ( confusion 9 ! cu/om]'s m9d4 ,8 decision is rea*$ less easily "u su* circum/ances4 ,! salesman is ?us unable to accompli% z mu* z he w\ld "u an ev51 /eady pace4 ,! brisk1 snappy movem5t ( en?usiasm is n to be confus$ ) t ( excitem5t4 ,! =m] is a ?+ to cultivate4 ,x repres5ts ! _s ( ! times4 ,x w9s ! cu/om]'s respect & saves 8 "t z well z t ( ! salesman4 ,,/udy+ ,,! ,,cu/om] ,h4 ,b4 ,scates1 %oe buy] & division manag] = ,william ,fil5e's ,sons ,company1 ,bo/on1 m5tions an incid5t t br+s out cle>ly ! basis ( s]vice & ! relation%ip t %\ld exi/ 9 ! m9d ( ! salesman 9 8 sell+ ef=t4 ,mr4 ,scates1 9 a s]ies ( talks1 _h be5 speak+ to "s ( ! salespeople on ! advisability ( /udy+ & und]/&+ ! cu/om] s z to e/abli% a bett] work+ basis ( s]vice4 ,aft] "o ( ^! talks _h be5 complet$ "o ( ! "y ladies spoke to ,mr4 ,scates1 expla9+ t !re 7 a numb] ( ?+s %e did n und]/& & ask$ if he c\ld expla9 !m 9 direct relation to h] ev]yday "w4 ,?is gave him ! cue z to :]e he _h be5 wrong & he sat d[n ) ?is girl & _h ! foll[+ conv]sation ) h]3 8,y\r m>ri$ si/] buys h] *ildr5's %oes f y1 doesn't %e80 he ask$4 8,yes40 8,h[ d y g ab\t to sell h]80 8,well1 ( c\rse1 ,i "k ab\t :at k9d ( %oes %e wants1 h[ mu* %e c af=d to sp5d1 & aft] ,i f9d out j :at %e wants ! %oes =1 dress or ev]yday we>1 ,i %[ h] ! k9ds we h t %e ought to buy40 8,:at d y mean by ! k9d %e ought to buy10 he !n ask$4 8,well1 y "k we h "s k9ds ( dress %oes t are p]i%able & really n economical1 & we h "s ev]yday %oes t w we> long] ?an o!rs1 & ,i always tell h] ab\t ^! ?+s & advise h] h[ to get ! mo/ = h] money40 8,n[10 he said1 8y h told me h[ to be a good salesp]son1 in/ead ( hav+ me tell y4 ,& ,i w c>ry ! idea a little fur!r = y4 ,9 case ( y\r si/]1 y tell ! tru? ab\t ! m]*&ise1 y %[ a g5u9e int]e/1 y take real pleasure 9 h&l+ & fitt+ ! y\ng/] because %e is y\r little niece1 & y h giv5 !m #ajj p] c5t ( real s]vice & ! b5efit ( all y "k ab\t %oes & our p>ticul> /ock4 8,treat e cu/om] ) ! same int]e/ z y w\ld y\r own intimate fri5ds1 & y c't lose40 ,!re is a big ?\ght express$ 9 :at ,mr4 ,scates has said4 ,! matt] ( /udy+ ! cu/om] is n a cold1 calculat+ process b "o ( human fri5dl9ess4 ,! ef=t to please t a p]son makes 9 s]v+ an intimate fri5d is n =c$ & unnatural1 b a g5u9e1 :ole-he>t$ desire to be ( assi/ance4 ,to t ext5t ea* cu/om] %\ld be consid]$ by ! salesman z an intimate fri5d & %\ld be s]v$ accord+ly4 ,9 sell+ to a /eady cu/om] !re is a special advantage 9 t ! salesman kn[s ! man he is s]v+1 8 pref]5ces & also some?+ ( 8 price limitations4 ,) ! new cu/om] a v good indication is 9 ! p]son's appe>ance1 al?\gh !re are exceptions to ?is rule1 z w be po9t$ out4 ,! man or woman :o is simply & neatly dress$ w probably n be int]e/$ 9 ! extremes ( /yle4 ,a fair indication may be _h also f ! quality ( ! clo!s & especially ! quality ( ! %oe t is be+ worn4 ,x is safe 9 _m in/ances to %[ some?+ ( slightly bett] quality on ! assumption t ! cu/om] is n we>+ ! be/ he has1 or p]haps1 t he is m prosp]\s n[ ?an he 0 :5 he made ! la/ pur*ase4 ,at any rate1 x is bett] to come d[n on ! quality ( %oe (f]$ ?an to h ! cu/om] reque/ t he be %[n some?+ bett]4 ,a cu/om]1 man or woman1 dress$ 9 ! extreme ( /yle w almo/ inv>iably expect to be s]v$ ) footwe> ( ! same g5]al nature4 ,su* a p]son w require a *ange ( /yle f t la/ pur*as$ or f ! "o he or %e is we>+4 ,any attempt to fix a g5]al rule on ?is po9t w\ld be difficult1 except to sugge/ (f]+ ! extreme /yles ) "s v>iation ( appe>ance z comp>$ ) ! %oe be+ worn4 ,,discrim9ation ,,among ,,cu/om]s ,! practice ( play+ favorites by giv+ "o cu/om] m consid]ate s]vice ?an ano!r is unnatural4 ,x is unfair & fur!rmore is n good bus9ess4 ,any %ort-measure ( s]vice is b\nd to be notic$ & z a result ! bus9ess is lo/ to ! salesman & probably lo/ also to ! h\se4 ,no?+ c be said to illu/rate ) m =ce ! advisability ( s]v+ all cu/om]s hone/ly & )\t discrim9ation ?an an exp]i5ce ( a few mon?s ago z told by ! retail] :o 0 successful 9 secur+ ! bus9ess t _h gone a-begg+4 ,su* cases are b\nd to occur cont9ually unless !re is a fix$ /&>d ( s]vice4 ,a c]ta9 cu/om] ent]$ "o ( ! city /ores1 hav+ j arriv$ f a camp :]e he _h be5 sp5d+ ! summ]4 ,dress$ z he 0 at ! "t1 8 appe>ance 0 t ( a labor]1 & evid5tly1 on t acc\nt1 he 0 treat$ indiff]5tly by ! salesman4 ,be+ dissatisfi$ ! man left )\t hav+ made a pur*ase & !n ent]$ ano!r /ore :]e he 0 treat$ ) all ! respect & consid]ation due him4 ,be=e leav+1 he _h pur*as$ %oes to ! value ( sev5ty doll>s1 paid ca% = !m & !n pres5t$ 8 c>d ) ! reque/ t ! %oes be deliv]$4 ,n until !n 0 x le>n$ t he 0 "o ( ! mo/ influ5tial m5 9 t section ( ! c\ntry4 ,! secret ( success 9 s]v+ p is to treat !m all alike1 b to make ea* "o feel ! di/9ction ( individual att5tion4 ,,int]ruptions ,!re are times :5 x is impossible to avoid int]ruptions :ile a cu/om] is be+ s]v$4 ,a polite apology is ! lea/ t c be giv51 b ?is does n ov]come ! h&icap t has be5 caus$1 & also ! feel+ t only "p s]vice & divid$ att5tion is be+ giv54 ,be> 9 m9d t to ! cu/om] ! salesman repres5ts ! /ore1 & t if ! s]vice giv5 is n :at x %\ld be ! natural t5d5cy is = ! cu/om] to g else:]e4 ,quality alone w n sell goods4 ,someone has express$ ! fact 9 ?is way3 8,an exp]t sell+ =ce c\ld1 if necess>y1 sell inf]ior m]*&ise1 b a sales =ce )\t ! _s ( true s]vice w\ld br+ on failure reg>dless ( a high /&>d ( m]*&ise40 ,int]ruptions are (t5 due to ! fact t ! salesman's "w is n prop]ly organiz$4 ,he may h pass$ along ! prec$+ ord] )\t ! prop] in/ructions1 or he may set x aside ) ! int5tion ( complet+ x lat]1 & z a result may be hold+ up ! "w ( someone else4 ,9 consequ5ce x becomes necess>y1 p]haps1 t he be int]rupt$ :5 s]v+ ! next cu/om] & ?us 8 effectiv5ess z a fir/-class salesman is r$uc$4 ,! rem$y is to organize ! sale f ! "t ! cu/om] is approa*$ until ! *>ge is ent]$ & ! goods are pass$ along = deliv]y4 ,get ! :ole transaction complet$ & out ( ! way s t ! next cu/om] may h undivid$ att5tion4 ,,*apt] ,,vii ,,diff]5t ,,types ,,( ,,cu/om]s ,,v>iety ,,among ,,p ,j z !re are no two p exactly alike 9 physical appe>ance1 j z !re are no two sunsets1 trees or no two blades ( grass exactly alike1 !re are no two p ( l p]sonality & m5tal developm5t4 ,v>iety is a law ( nature4 ,"o ( ! greate/ wond]s ( all creation is t su* a range ( v>iety is possible ye> aft] ye> & c5tury aft] c5tury1 )\t duplication4 ,glanc+ at a field ( daisies or a b\quet ( violets ! fir/ impression might be t !y are all alike1 b we f9d1 ( c\rse1 t ea* "o is diff]5t 9 ! l5g? ( its /em1 ! size ( its petals & color %ad+s4 ,z ! say+ goes1 8,v>iety is ! spice ( life40 ,x is v>iety t prev5ts life f becom+ monoton\s1 by pres5t+ ?+s ( ev]yday life 9 *ang$ =ms & relation%ips4 ,among p ! v>iety ( nature & disposition is ! "o ?+ t sets ! art ( salesman%ip ap>t f monoton\s1 ma*9e-l op]ations & e/abli%es x z an occupation call+ = bra9s & skill4 ,someone may say1 8,h[ ,i wi% all cu/om]s 7 l ,mrs4 ,br[n or ,mrs4 ,smi?1 :o always "k :at !y want1 :o buy )\t any fuss & are out ( ! /ore aga9 9 less "t ?an ano!r cu/om] takes to decide on ! color or /yle60 ,t s\nds z ?\gh x might be an ideal condition except = ! fact t x w\ld put sell+ on a plane ( s]vice ) t (f]$ by ! slot ma*9e4 ,! salesman w\ld become a m]e human %oe-h&l+ ma*9e4 ,! sale to ,mrs4 ,br[n is a pleasure to ! salesman simply because x is "o ( a v>iety2 all ( :i* h be5 diff]5t 9 "s respects & mo/ ( !m call+ = a high] degree ( p]sonal salesman%ip4 ,!re are "s manufactur+ companies today t h built up su* a /eady dem& = _! goods t ! salesman supply+ ! retail] is (t5 requir$ simply to look ov] ! deal]'s %elves to see :at is ne$$ to make up ! complete /ock1 make out 8 ord] = ! requir$ goods & h x sign$ by ! retail]4 ,f9e bus9ess = ! :olesal] & ! deal]6 ,b ! salesman runs ! risk ( becom+ a m]e /ock-keep]2 & 8 pay is regulat$ accord+ly4 ,,human ,,nature ,an und]/&+ ( human nature is ( especial importance to p :o sell4 ,e %oe salesman has recogniz$ ! fact t !re is among cu/om]s a v>iety ( p]sonality or dispositions4 ,"o p]son is cont9ually 9 a hurry2 ano!r p]son1 al?\gh he may h j z mu* to d1 is nev] ru%$4 ,"o p]son is happy z a matt] ( habit2 ano!r w appe> to be weight$ ) ! c>es ( ! _w--& s x goes1 ea* "o contribut+ to build up v>iety 9 human nature4 ,! /udy ( human nature is kn[n also z "* read+ & z psy*ology4 ,! purpose ( ?is /udy is to br+ ab\t a cle>] und]/&+ ( ! laws gov]n+ ! op]ation ( ! human m9d4 ,!re is a relation%ip betwe5 a p]son's disposition & 8 physical appe>ance z %[n by ! features ( 8 face1 ! %ape ( 8 head & su* l4 ,! sci5ce ( analyz+ ^! signs is kn[n z "* read+ or "* analysis4 ,p :o make a special /udy ( ^! ?+s are sometimes able to %[ rem>kable results 9 read+ & und]/&+ p at fir/ sight4 ,ev]ybody acquires ! habit1 m or less1 ( 8siz+-up0 a p]son :o is met = ! fir/ "t4 ,to ! salesman ! ability to d ?is is a special advantage 9 t x enables him at once to und]/& a cu/om] & to gov]n 8 ef=t to sell accord+ly4 ,)\t kn[+ any?+ ab\t ! details ( "* read+ z !y relate to a /udy ( ! proportions & relation%ip ( a p]son's nose1 *91 m\?1 & s =?1 mo/ ( u le>n to und]/& p simply ?r\gh ! impression !y make ^u u z we meet !m4 ,a p]son's g5]al mann] ( approa*1 ! expression & tone ( voice1 come to mean a great deal to u 9 an ef=t to und]/& ^? ) :om we come 9 contact4 ,a broad sugge/ion on ?is po9t is t ! salesman %\ld conf9e at lea/ 8 fir/ ef=t at read+ human nature to t ( tak+ a g5u9e int]e/ 9 ea* cu/om]4 ,he %\ld base 8 ef=t to s]ve ^u p]sonal impressions r ?an ^u any attempt at analyz+ ! cu/om] accord+ to a s]ies ( rules4 ,only aft] hav+ made a special /udy ( psy*ology or "* read+ w\ld he be 9 a position to get results f ^! s\rces4 ,)\t belittl+ any ( ^! ?+s x is safe to say t a goodly %>e ( success 9 all retail sell+ is bas$ ^u ! policy ( consid]+ ea* cu/om]1 fir/ ( all z a fell[ human be+1 & ( back+ ?is up ) a g5u9e ef=t to s]ve him well4 ,,tun+-,,up ,,to ,,! ,,cu/om] ,ev]yone has _h ! exp]i5ce at "s "t or o!r ( li/5+ to amateur musicians :o attempt$ to produce 9 h>mony )\t fir/ hav+ tun$-up to ! prop] key4 ,al?\gh _! ef=ts & int]e/ may h be5 e bit z s9c]e1 al?\gh ! motions may h be5 ! same & notes ( music ! same z ^? play$ by an arti/1 ! effect produc$ c\ld be no?+ b discord1 & ! m p]si/5t ! ef=t to cont9ue ! m displeas+ w\ld be ! result4 ,! position ( ! salesman 9 relation to ! cu/om] is precisely ! same4 ,unless he is1 at ! outset1 able to und]/& some?+ ( ! nature ( ! cu/om] & ! mann] 9 :i* ea* "o %\ld be treat$1 !re w surely result a lack ( h>mony t w end 9 kill+ ! sale4 ,! salesman is call$ ^u = ! use ( tact1 :i* means an und]/&+ ( :at is prop] to be done "u v>y+ conditions z !y arise "u diff]5t circum/ances4 ,! cl]k :o ask$ 8 cu/om] to g outside & look ov] ! /yles 9 ! w9d[1 & to return aft] he made a selection1 /amp$ himself at once z be+ a man )\t tact4 ,he _h n prop]ly tun$-up to 8 cu/om] & !re=e ! rem>k1 al?\gh x seem$ p]fectly prop] to ! cl]k1 c\ld only produce discord on ! m9d ( ! cu/om]4 ,! salesman's prop] attitude ( m9d %\ld be t ( work+ along ) ! cu/om]4 ,he %\ld tra9 himself1 z he proce$s ) ! sale1 actually to feel ! contact ( 8 own foot 9 ! new %oe z x slips on ! cu/om]'s foot4 ,he %\ld exp]i5ce ! satisfaction ( ! pur*as]1 :o m5tally notes t he has j sp5t1 p]haps a consid]able "p ( a week's pay1 9 a good cause & ) no regrets4 ,he _c s]ve ! cu/om] & hope /eadily to get satisfactory results unless he c transplant himself into ! cu/om]'s frame ( m9d4 ,he %\ld be able to consid] himself sitt+ 9 ! *air1 he %\ld look at ! %apes & colors submitt$1 ?r\gh ! eyes ( ! cu/om]1 & he %\ld feel ! %oe on 8 own foot z he adju/s x to ! cu/om]'s4 ,pure imag9ation1 ( c\rse1 b h[ else c he successfully "w along 9 ! sale ) 8 cu/om]--h[ else c he hope to "w 9 h>mony8 ,mo/ cu/om]s h a m9d ( _! own & c make a decision :5 !y feel assur$ t !y h ! %oe be/ suit$ to _! requirem5ts4 ,x is recogniz$ by m]*ants t ! cu/om] is m dep5d5t ^u ! ability ( ! %oe salesman to supply ! goods ne$$ ?an he is ^u any o!r salesman f :om he makes pur*ases4 ,! %oe salesman :o really lives up to 8 responsibility is a consult+ exp]t to :om ! cu/om] comes = sugge/ion & advice1 9 ! same way t ! doctor is an exp]t to :om ! pati5t comes = help4 ,! salesman's responsibility !re=e is to ?9k ) & n :olly = ! cu/om]4 ,,*ildr5 ,already ! fact has be5 m5tion$ t !re is great v>iety 9 human nature4 ,al?\gh ea* nature or disposition is slightly diff]5t 9 "s respect f e o!r disposition1 z "o blade ( grass is diff]5t f ano!r1 /ill x is reasonably possible to make "s broad classifications = ! purpose ( consid]+ _! po9ts ( diff]5ce4 ,! fir/ great di/9ction among p is t betwe5 "y & old4 8,m5 are simply boys gr[n up10 we say4 ,b ! exp]i5c$ salesman kn[s t :at w be satisfactory 9 ! nature ( s]vice = ! "y boy w n d = ! 8old boy40 ,mo/ y\ng/]s1 especially boys1 d n l to be s5t to ! groc]y /ore on small err&s to get supplies ( food = ! d9n] table4 ,on ! o!r h&1 !re is g5]ally a *ange ( attitude :5 ! boy le>ns t ! err& is to a groc]'s :]e he kn[s "s good-natur$ s\l w take ! tr\ble & special int]e/ to h& out1 p]haps a crack] to make him happy on ! way home4 ,to use a homely illu/ration3 ,a but*] 9 ,new ,york city built up a foll[+ among all ! *ildr5 9 ! neighborhood because he %[$ a fa!rly int]e/1 & at ! same "t h&$ out pieces ( bologna to ! y\ng/]s1 :5ev] !y came 9 to buy4 ,he may h h&$ out a p\nd or two 9 ! c\rse ( a day2 b "s ( ! "y boys h s9ce become old boys & are /ill trad+ at ! old /&4 ,success 9 s]v+ *ildr51 :e!r x be food or %oes1 is 9 %[+ a g5u9e int]e/ 9 !m & 9 pleas+ !m4 ,! salesman ne$ n take "t (f to expla9 ! op]ations ( ! /ore or dep>tm5t1 b he w f9d 8 "t n lo/ 9 sp5d+ a mom5t to inquire k9dly on "s m9or po9t conc]n+ ! *ild & p]haps to le>n its "n4 ,! *ild is pleas$1 & except 9 mo/ unusual cases ! "m is too4 ,) *ildr5 ! matt] ( prop] fit %\ld be =emo/4 ,9 addition to ! fact t ! foot is cont9ually gr[+1 x is s(t & easily m\ld$4 ,an incorrect fit "u ^! conditions %\ld be c>efully gu>d$ aga9/4 ,! matt]s ( we>+ quality1 price & /yle %\ld be ( second>y importance to fitt+ prop]ly4 ,if ! p>5t seems to be unaw>e ( ! full importance ( correct fitt+ ! salesman c g5]ally w9 a good cu/om] by tak+ ! necess>y "t to expla94 ,,talkative ,,p ,some?+ has already be5 said conc]n+ ! salesman's attitude t[>d ! talkative cu/om]4 ,x is safe to assume t no?+ def9ite 9 ! nature ( a sale w result by enc\rag+ su* p to talk4 ,kn[+ practically no?+ ab\t %oes1 ! natural result is t if !y are enc\rag$ to g on ! conv]sation mu/ drift f ! subject ( %oes4 ,?is means t ! sale is !n less ( a reality ?an x 0 :5 ! cu/om] fir/ sat d[n 9 ! *air4 ,a "o-sid$ 8conv]sation0 _c long cont9ue4 ,! salesman %\ld take "p 9 x only z long z x has "s be>+ on 8 special mission--t ( sell+ %oes4 ,z x cont9ues beyond t po9t he %\ld (f] no fur!r enc\ragem5t to g on1 b %\ld wait ) consid]ation until !re is a pause1 & !n cont9ue f :]e he left (f ) ! sell+ talk4 ,(t5times !re w be sugge/ions made 9 ! c\rse ( ! conv]sation t may lat] be us$ 9 an ef=t to enc\rage fur!r pur*ases4 ,= example1 "s ref]5ce may be made to ! pur*ase ( an ev5+ g[n4 ,at ! prop] "t ?is w op5 up an opportunity to sugge/ a pair ( silk slipp]s or a sat9 pump4 ,h[ev]1 x is well to complete ! fir/ sale be=e (f]+ sugge/ions conc]n+ additional pur*ases4 ,,practical ,c]ta9 p !re are ( v practical nature :o h 9 m9d a def9ite notion ( ! goods !y want & :o d n take k9dly to op5 sugge/ions on ! "p ( ! salesman4 ,!y w be recogniz$ by _! firm1 bus9ess-l walk1 decisive movem5ts & /eady1 well-controll$ voice4 ,su* a p]son w be rea*$ be/ by direct & frank /atem5ts ( facts4 ,if ! salesman speaks ) an air ( au?ority ?is cu/om] w inv>iably li/5 & be influ5c$ 9 8 decision accord+ly1 al?\gh he may n be will+ to admit x4 ,! practical p]son w quickly express ! feel+ if unsatisfi$ ) a %oe & may res5t any direct ef=t to influ5ce 8 judgm5t4 ,"u ! circum/ances x w g5]ally be f\nd be/ to %[ ano!r /yle at once4 ,! practical p]son is n by any means always "r 9 8 decision1 b ! ef=t to correct an error ( judgm5t1 if !re %\ld be "o1 mu/ be made indirectly1 9 ord] t ! cu/om] may come to a conclusion ?r\gh 8 own reason+ on ! basis ( facts giv5 him4 ,) ?is type ( cu/om] x is unnecess>y to m5tion or call att5tion to po9ts t may be obs]v$ by a c>eful exam9ation4 ,! practical p]son1 z a rule1 w notice !m4 ,h[ev]1 "s important po9t ab\t ! quality or k9d ( lea!r1 ! l9+ or out] sole1 w be well receiv$4 ,elaborate /yles w g5]ally n be acceptable4 ,quality & fit on ! basis ( price w be ! decid+ factors4 ,,sil5t ,! fact has already be5 m5tion$ t ! sil5t salesman causes ! cu/om] to be ill at ease4 ,m s1 p]haps1 is ! sil5t cu/om] difficult to h&le & ! cause ( emb>rassm5t to ! inexp]i5c$ salesman4 ,! natural ?+ among p is = !m to talk en\gh s t _! ?\ghts on a subject may be kn[n4 ,p]haps ! be/ plan 9 s]v+ cu/om]s :o w n express an op9ion is to take x = grant$ t !y agree ) ev]y?+ be+ told !m & f9ally to assume t !y are satisfi$ & ready to make ! pur*ase4 ,to close ! sale "s def9ite sugge/ion1 su* z1 8,9 we>+ ^! y w f9d ! cu%ion pad ( special com=t10 foll[$ by ! motion ( prep>+ to write ! ticket1 w ei!r close ! sale or else cause ! cu/om] to express def9itely any op9ions or pref]5ces he may h4 ,,unpleasant ,,or ,,gr\*y ,f4 ,w4 ,small1 %oe buy] & dep>tm5t manag] = ! ,gil*ri/ ,company1 ,bo/on1 has ?is to say conc]n+ ! cu/om] :o is unreasonable 9 8 dem&s = att5tion & s]vice3 8,! gr\*y1 irritable cu/om] is be/ s]v$ by ! salesman :o assumes a jovial1 app>5tly unp]turb$1 light-he>t$ mann]4 ,h[ev]1 he %\ld always be att5tive & c\rte\s1 = (t5times ^! p are n z bad z !y seem4 ,difficult circum/ances1 su* z ill heal? & ! l1 h probably be5 responsible = _! un=tunate mann] r ?an any wi% or desire ( _! own4 ,if ! salesman loses 8 control & becomes indiff]5t or uncivil su* cu/om]s become (f5d$ z mu* or ev5 m s ?an ! av]age p]son4 ,on ! o!r h&1 if ! salesman appe>s pleas$ & happy :ile s]v+ !m1 al?\gh !y may n %[ x at ! "t1 x is inv>iably a fact t !y are enc\rag$ & b5efit$ by hav+ come 9 contact ) an opposite disposition1 :i* !y mu/ surely admire4 ,su* a salesman w be s+l$ out by !m = all lat] bus9ess1 because ( a feel+ !y h t he und]/&s !m & _! ne$s bett] ?an anyone else40 ,x is n an easy matt] by any means to accept ) a smile cont9ually unpleasant p1 b x is good-pay+ bus9ess = ! salesman4 ,he c be/ und]/& !m p]haps by consid]+ !m z m5tal invalids 9 ne$ ( "s extra measure ( consid]ation & s]vice4 ,z ,mr4 ,small po9ts out1 !y are n z bad z !y may seem1 & w rememb] e ef=t to please sometimes long] ?an w ! *e]ful cu/om]4 ,,eld]ly ,,p]son ,,or ,,invalid ,x is h>dly necess>y to say any?+ conc]n+ ! salesman's responsibility 9 s]v+ eld]ly p & invalids4 ,almo/ z if by in/9ct a man or woman realizes t su* p are entitl$ to an add$ measure ( k9dness & respect4 ,x is only necess>y to rememb] t :atev] may be ! peculi>ities ( disposition1 ^! ?+s h almo/ )\t exception be5 br\ght ab\t by circum/ances & conditions t ! individual c\ld n control4 ,no?+ less ?an ! /&>d by :i* ! salesman w\ld s]ve 8 own "m or fa!r %\ld be ! measure ( 8 ef=t to please & s]ve well4 ,!re are times1 ( c\rse1 :5 x may seem t an eld]ly p]son %\ld be able to ?9k m quickly or to make a decision ) less fuss4 ,p]haps two or ?ree o!r sales might h be5 made 9 less "t & ) less ef=t1 b :o w\ld ?9k ( measur+ s]vice ) a y>d/ick "u ^! circum/ances4 ,,abs5t-,,m9d$ ,abs5t-m9d$ p are (t5 met ) by ! salesman1 & might be consid]$ z an annoyance unless !y are prop]ly und]/ood4 ,almo/ ev]ybody :o ev] tri$ to write a joke has tak5 ! abs5t-m9d$ college pr(essor z a subject at "s "t or o!r4 ,! y>n ( ! old pr(essor :o1 com+ 9 out ( ! ra91 put 8 umbrella to b$ & /ood 9 ! ba? tub1 prov$ him to be abs5t-m9d$--b he 0 no fool4 ,:ile ! re/ ( ! _w v sy/ematically put _! umbrellas :]e !y prop]ly belong$ & w5t com=tably to b$1 he 0 probably ?9k+ five ye>s ahead ( ! rank & file4 ,?is is n an argum5t 9 favor ( increas+ ! numb] ( abs5t-m9d$ p4 ,!y are n all college pr(essors & !y may n all be deep ?9k]s1 b !y d des]ve to be treat$ ) e possible consid]ation on ! "p ( ! salesman4 ,9 "s /ores1 :]e ! bus9ess is l>ge en\gh to w>rant x1 ! managem5t has f\nd x to be good bus9ess to h salesm5 ( special ability to s]ve eld]ly cu/om]s & invalids4 ,?is requires a f9e degree ( salesman%ip on ! "p ( ! man :o is able to tune himself up to su* cu/om]s & to und]/& h[ !y %\ld be be/ s]v$4 ,x is an art wor? :ile cultivat+4 ,,*apt] ,,viii ,,diff]5t ,,types ,,( ,,cu/om]s 7,cont9u$7 ,,9 ,a ,,hurry ,c]ta9 cu/om]s !re are :o are requir$ at times to make pur*ases 9 a hurry4 ,:5 a man has t5 m9utes to use 9 buy+ a pair ( %oes1 & is on 8 way to cat* ! limit$ tra9 f ,new ,york to ,*icago t leaves tw5ty m9utes lat]1 he is 9 a hurry4 ,x is safe to say1 too1 t he ne$s ! %oes pretty badly4 ,!re is no?+ ! salesman c d "u ^! conditions t w please ! cu/om] s mu* z to cut ?r\gh all ! r$ tape1 get "r d[n to bus9ess & get ! cu/om] />t$ on 8 way aga9 be=e ! t5 m9utes are up4 ,excitem5t w\ld n d x4 ,?is w\ld result 9 ! salesman be+ unable to ?9k cle>ly & x w\ld mean also t ! cu/om] 9 excitem5t w\ld probably take :atev] 0 (f]$--& rep5t lat]4 ,someone has said t :at ! salesman ne$s "u ^! conditions is to be 8cool-head$ & hot-foot$40 ,h[ev]1 :5 a cu/om]1 especially a man1 x n actually 9 a hurry x is promptness & dispat* t he wants r ?an 8pu%+40 ,! di/9ction betwe5 ^! 0 cle>ly br\ght out 9 a rec5t article3 ,all m5 l promptness & dispat*1 b few ( !m want to be hurri$4 ,x is important to keep 9 m9d ! diff]5ce betwe5 hurry+ ! cu/om] & wait+ on him ) spe$4 ,quick1 n]v\s movem5ts or spee* on ! salesman's "p d n indicate quick s]vice2 !y only confuse or annoy ! cu/om]4 ,! salesman :o puts ! lea/ extra motions 9 8 "w1 ! fewe/ words & ! ke5e/ att5tion1 is ! "o :o w s]ve quickly & be/4 ,help ! man to make 8 *oice )\t seem+ to be patroniz+2 try to anticipate 8 c\rse ( ?\ght )\t int]rupt+ him4 ,:5 he /eps up 9 front ( y act able to hurry1 b d n sugge/ hurry+4 ,?is is ! safe way because1 :ile m5 d n l to wa/e "t1 few ( !m1 except on special occasions l cat*+ a tra9 or keep+ an appo9tm5t1 are 9 su* a hurry t !y want to be %ot ?r\gh ! sell+ process z ?\gh !y 7 gett+ into a lifeboat4 ,reflect confid5ce 9 y\r ability to save ! cu/om]'s "t r ?an ! ability to spe$ him out ( ! dep>tm5t4 8,,only ,,look+0 ,!re are a few wom5 :o take ke5 enjoym5t 9 a =m ( indoor amusem5t kn[n z 8%opp+40 ,?is may be no?+ m ?an a desire to use :at w\ld o!rwise be a dull morn+ by att5d+ a v>iety %[ ( m]*&ise4 ,su* a woman may pass f "o dep>tm5t ( a /ore to ano!r try+ on pretty clo!s 9 ea* "o1 & ) no ?\ght to buy4 ,aft] "s exp]i5ce on ! floor ! salesman soon le>ns to di/+ui% betwe5 ! cu/om] :o comes = bus9ess & ! 8look]0 :o has come to be ent]ta9$ at ! exp5se ( ! salesman's "t & ef=t :ile o!r cu/om]s are wait+ to be s]v$4 ,on le>n+ t !re is no possibility ( mak+ a sale1 x is = ! salesman to sugge/1 p]haps1 t he has %[n ! pr9cipal range ( /yles & t if !re is no?+ satisfactory among !m ! lady might call lat] & f9d :at %e is look+ =4 ,! salesman %\ld1 ( c\rse1 (f] ! usual c\rtesy ext5d$ to cu/om]s & %\ld make no intimation ( ! fact t he does n c>e to sp5d fur!r "t %[+ goods4 ,skillful salesman%ip has (t5 be5 acc\ntable = sales 9 ^? cases :]e !re _h orig9ally be5 no int5tion to buy4 ,r ?an run ! risk ( miss+ a sale x is mu* bett] = ! salesman to cont9ue 8 ef=t = a :ile ev5 aft] he has become conv9c$ t a pur*ase is n ev5 be+ consid]$4 ,! idle 8look]0 today may lat] be ready & able to buy4 ,!re=e :atev] goods are %[n %\ld be %[n to advantage 9 ord] t !y may make ! mo/ favorable impression4 ,,undecid$ ,ev]yone ) sell+ exp]i5ce has met ! cu/om] :o is unable to make a decision--! p]son :o is ?or\ghly satisfi$ ) ! goods b _c come to ! po9t ( say+ 8yes40 ,9 a rec5t booklet writt5 = salespeople#c ! foll[+ important po9ts are br\ght out & cle>ly /ate ! position ( ! salesman 9 relation to ! undecid$ cu/om]4 ,footnote #c3 ,*ats on ,g>m5t ,salesman%ip1 by ,m>g>et ,sumn]4 ,n[ = ! woman :o ne$s to be help$ 9 mak+ up h] m9d4 ,%e is a v try+ type & ne$s c>eful coa*+1 bol/]+ up & nurs+ along to ! po9t ( decision4 ,h] o!r *>act]i/ics w be m or less y\r guide 9 %[+ y h[ to br+ h] to ! po9t ( decision1 b y\r own mann] mu/ be v firm4 ,d n let ! lea/ h9t ( a d\bt t %e w f9ally buy creep into y\r mann] or voice4 ,at ! same "t don't try to ov]:elm h] ) y\r own =cefulness1 = !n %e w be fright5$4 ,caution & timidity are ! natural weapons ( ! weak nature1 & 9 all deal+s ) su* p]sons y mu/ use all ! k9dness & pati5ce at y\r comm&4 ,y h to make decisions = !m b let !m ?9k t !y are mak+ up _! m9ds4 ,be v g5tle b firm4 ,! weak p]son mu/ be l$ l a little *ild4 ,%e simply hesitates to make up h] m9d )\t any reason at all4 ,d n try to reason ) h]2 j be *e]ful1 smil+ & confid5t1 until y inspire a little confid5ce 9 h]4 ,"s rem>k ab\t ! reliability ( y\r goods & ! reputation ( _! mak]s & ( ! /ore beh9d !m w help4 ,o!r woman f9d x h>d to make decisions :5 ! m9d is a little weak5$ ?r\gh worry or too great an exp5diture ( n]v\s en]gy4 ,?is is ! n]v\s1 unheal?y1 irritable type1 & y\r me?od mu/ be z *e]ful & sympa!tic z ) ! timid woman1 b less insi/5t4 ,try to convey ! impression1 )\t say+ x 9 s _m words1 t x w be a relief to get ! matt] (f h] m9d by mak+ a decision n[4 ,^! poor wom5 run ar\nd f /ore to /ore1 get half a doz5 diff]5t /yles & desirable qualities fix$ 9 _! m9ds & !n lie awake at night try+ to decide betwe5 !m4 ,if ?is me?od ( %opp+ is h>d ^u ! salesp]son1 x is _m times z h>d ^u ! %opp]4 ,:5 su* a "o leaves ) ! promise to 8decide lat]0 be j z polite & *e]ful z ev]1 yet )\t any abruptness4 ,leave z good an impression z possible1 rem>k+ t y hope %e w come 9 lat] & 9 _m cases %e w4 ,(t5 ! p]sonality ( ! salesp]son is ! decid+ factor 9 a case ( ?is k9d )\t ! cu/om] realiz+ x4 ,/ill ano!r type ( cu/om] :o is undecid$ & has difficulty 9 com+ to a decision is ! p]son :o1 = example1 has a %ort1 ?ick foot & always admires ! long1 slim-look+ /yles & wi%es to be fitt$ accord+ly4 ,!n !re is naturally ! opposite--! p]son ) ! long1 slim foot :o lam5ts ( its size1 :o ?9ks ( ! l5g?1 :i* to h] seems enorm\s4 ,"o practical salesman ) ye>s ( exp]i5ce m5tions t su* a cu/om]1 if well s]v$1 c actually be made to feel pleas$ ) ! %ape ( h] foot4 ,he says3 8,:5 reason$ ) prop]ly ! cu/om] c be made to feel mu* com=t$ if n really pr\d ( ! %ape ( h] feet4 ,! salesman c m5tion1 = in/ance1 t ! cubic cont5ts ( ?is #h;,,aa foot is less ?an a size #e;,e--& besides a tall woman w\ld n be well proportion$ if %e _h %ort feet1 %ort arms & %ort f+]s4 ,to be prop]ly proportion$ is an advantage--& be=e ! cu/om] realizes x ! size #h;,,aa looks pretty well1 aft] all1 %e ?9ks !y w d all "r1 ! price is satisfactory & ! sale is made40 ,!re is no?+ di%one/ ab\t ?is means ( s]v+ ! cu/om]4 ,x is a g5u9e1 :ole-he>t$ ef=t to please h] & to supply h] ) ! %oe %e %\ld rightly we> & t w give h] ! maximum ( s]vice4 ,hugh ,black1 a prom95t ,scot* writ] & a close /ud5t ( human nature1 made ! /atem5t1 aft] hav+ t\r$ ! ,unit$ ,/ates1 t "o ( ! *ief *>act]i/ics ( ! ,am]ican p1 z he notic$ !m1 0 t 8no matt] :at !y are do+ !y want to be do+ some?+ else2 & no matt] :]e !y are !y w\ld g some:]e else40 ,x is p]fectly human = ev]yone to seek v>iety4 ,! woman ) ! long1 ?9 foot has become tir$ ( look+ at x & consequ5tly x seems commonplace4 ,! salesman 9 m5tion+ t ! slim foot has its advantages is simply reassur+ 8 cu/om] ( a fact1 & 9 do+ s he is s]v+ h] well4 ,"o ( ! fatal mi/akes 9 %oe sell+ is to attempt to please a cu/om] ) a size or proportion t is n ! prop] "o = h] to we>4 ,?is c result 9 no?+ b a loss ( bus9ess ?r\gh dissatisfaction :5 ! %oe fails to give ! s]vice expect$ ( x4 ,to und]/& ! cu/om]1 to use tact--b n deceit--9 sell+ ! %oe %e %\ld we>1 is ! responsibility ( ! salesman4 ,,two ,,fri5ds ,,toge!r ,x is n unusual = a cu/om] :o may be undecid$ to br+ along a fri5d to assi/ 9 ! selection4 ,! salesman1 "u ^! conditions1 may h ! task ( sell+ two p ! "o pair ( %oes1 because ! sale dep5ds ^u ! satisfaction ( bo?4 ,! ef=t to sell w1 ( c\rse1 be direct$ to ! p]son :o is buy+4 ,h[ev]1 %\ld !re be a diff]5ce ( op9ion betwe5 ! two conc]n+ "s important po9t su* z size or fit1 ! salesman w\ld naturally be support$ by ! p]son :o favors ! %oe he is sugge/+ z ! mo/ desirable "o4 ,al?\gh x w\ld be a mi/ake = him to make a controv]sy ( x by sett+ up sides1 he c assi/ 9 br++ ab\t a decision by a sugge/ion or two 9 favor ( ! p]son :o has agre$ ) ! salesman's selection4 ,a woman cu/om] accompani$ by h] husb&1 or vice v]sa1 (f]s ano!r situation t calls = tact on ! "p ( ! salesman4 ,"o good woman expla9$ t h] husb& _h b\ght himself a new suit b t %e _h accompani$ him simply to pick out ! "o he %\ld h4 ,! %oe salesman "u ! same conditions1 w soon be able to tell :i* "o ( ! two is to d ! decid+1 & he w !n direct 8 sell+ ef=t accord+ly4 ,,ignorant ,,& ,,poor ,z a te/ 9 salesman%ip & ! ability to s]ve diff]5t types ( cu/om]s1 ! "q 0 ask$ be=e a tra9+ class = retail salespeople z to ! mann] 9 :i* a cu/om] answ]+ ! foll[+ description %\ld be greet$ & s]v$3 ,a woman ab\t ?irty ent]s ! /ore c>ry+ a baby 9 h] arms & lead+ ano!r *ild by ! h&4 ,h] clo!s are %abby4 ,%e is evid5tly tir$ & makes h] way to ! ne>e/ *air4 ,%e looks disc\rag$4 ,! salesman on consid]+ ^! facts realizes at once t su* a cu/om] _c be s]v$ 9 ! same mann] z ! c>e-free s*oolgirl4 ,if he places himself 9 ! position ( ! tir$ woman he w realize t h] problems are diff]5t & t %e requires 9 a %oe n only s]vice b quality1 fit1 /yle & price to meet h] own circum/ances4 ,! salesman w\ld make no ef=t to hurry su* a cu/om]4 ,he w\ld realize t %e w\ld get g5u9e com=t by re/+ = a m9ute or two be=e gett+ d[n to bus9ess & t %e might n ev5 c>e to ?9k ( %oes :ile re/+4 ,be+ disc\rag$1 z %[n by h] expression1 %e w\ld probably be *e]$ by a rem>k & "s %[ ( int]e/ 9 ! *ildr54 ,to %[ an int]e/ w\ld n mean to pry into h] p]sonal affairs or to ask a lot ( que/ions1 b a k9dly ^w w\ld s]ve to direct ! woman's ?\ght f h] tr\bles & to put h] 9 a buy+ frame ( m9d4 ,su* a cu/om] w\ld expect %oes t w\ld give h] ! maximum ( we>+ quality = ! money %e has to sp5d4 ,h] appe>ance indicates t %e is poor4 ,%e wants ! greate/ possible we>+ s]vice & com=t t %e c get4 ,%e des]ves ! be/ fit t x is possible to give h]1 & %e w g5]ally be glad ( ! salesman's sugge/ions conc]n+ ! %oe %e %\ld we>4 ,! matt] ( patt]n & /yle is n a prime consid]ation4 ,talk quality & supply a /rong1 s]viceable %oe4 ,%[ an int]e/ 9 ! *ildr5 & !y w at once be l9$ up = ! next pair ( %oes ! "m is able to buy !m4 ,x may h tak5 t5 m9utes long] to s]ve ! woman well1 b %e has be5 satisfi$ & has be5 made a /eady cu/om]4 ,,/yle ,,reg>dless ,,( ,,price ,a c]ta9 am\nt ( almo/ e /ore's trade is made up ( ! cu/om] :o is int]e/$ above all o!r ?+s 9 /yle4 ,some?+ has already be5 said conc]n+ ! p]sonal appe>ance ( su* a cu/om]4 ,! :ole outfit f hat to %oes w speak 9 t]ms ( /yle4 ,) ! cu/om] :o puts /yle be=e all o!r consid]ations !re is great likelihood ( !re be+ objection 9 ! matt] ( correct %oe fitt+1 especially if ! p]son's foot is unusual 9 size or %ape4 ,"h ! salesman is call$ 9 to use all he kn[s ( ! art ( tactful sell+4 ,bus9ess ( ! k9d :]e price is no object is c]ta9ly well wor? cultivat+1 b "h1 z 9 all o!r successful %oe sell+1 ! matt] ( correct fitt+ is ess5tial to satisfaction4 ,avoid talk+ 9 t]ms ( sizes4 ,?is always lays b>e a t5d] "p ( ! cu/om]'s conceit or consci\sness & op5s up ! possibility ( dispute & misund]/&+4 ,x is correct fitt+ t ! cu/om] is buy+ & n size m>ks4 ,! salesman w conc5trate 8 ef=ts to give ! maximum ( /yle ) correct fitt+1 b ) cu/om]s ^: fir/ & only ?\ght is /yle1 he w speak only 9 t]ms ( /yle4 ,,actual ,,or ,,assum$ ,,foot ,,tr\bles ,among cu/om]s !re are a c]ta9 numb] :o cont9ually h tr\ble ) _! feet b :o are nev] able to come to ! po9t ( realiz+ t ! %oes !y insi/ are ! prop] size are ! real cause ( _! great discom=t4 ,! salesman %\ld s]ve 8 cu/om] by furni%+ him ) a %oe t actually fits ! foot & n "o t fits "s mi/ak5 idea ( size4 ,j4 ,m4 ,watson1 presid5t ( ! ,gu>antee ,%oe ,company1 ,san ,antonio1 ,texas1 emphasizes v /rongly ! ne$ to s]ve ! cu/om] ) fit r ?an sizes4 ,9 expla9+ ! policy ( 8 company he said3 ,if ! cu/om] asks :at size ! %oes are1 *ange ! subject if possible4 ,h[ev]1 if y are p9n$ d[n to :]e x is necess>y to talk size1 d s4 ,b d n say simply 8#f;,a0--say 8#f;,a1 :i* is ! size t fits y40 ,!n if ! cu/om] %\ld say1 8,!y are too long1 ,i don't we> a #f;,a1 ,i we> a #e;,c10 ! salesman w\ld reply3 8,:5 ,i sell y a %oe y we> a #f;,a because ,i d n misfit my cu/om]s4 ,! %oe y h on is exactly ! model & size t y\r feet require--to give y any o!r w\ld mean t ,i w\ld be sell+ y ! wrong %oe = y\r feet40 ,?is is a cle> /atem5t ( fact1 b x is b\nd to impress ! cu/om] favorably because x is said ) an air ( au?ority & because x br+s out ! importance ( correct fitt+4 ,! subject ( %oe fitt+ w be fully treat$ 9 ! next foll[+ section ( ! ,c\rse4 ,x is m5tion$ "h simply 9 its important relation to ! treatm5t ( diff]5t types ( cu/om]s4 ,if ! cu/om] actually has foot tr\ble he ne$s exp]t advice su* z ! salesman w be 9 a position to give aft] hav+ ma/]$ ! section ( ! ,c\rse on 8,correct ,%oe ,fitt+40 ,on ! o!r h&1 if he does n h foot tr\ble1 he ne$s good salesman%ip to protect himself f insi/+ ^u a poorly fitt$ %oe t w\ld lat] br+ on tr\ble4 ,,*apt] ,,ix ,,%[+ ,,! ,,goods ,,fre%5-,,up ,,! ,,sell+ ,,talk ,! purpose ( ! sell+ talk is to assi/ ! cu/om] along 9 ! sale f ! />t up to ! po9t ( 8 decision to buy4 ,to ex]cise a helpful influ5ce requires ( ! salesman life1 _s & fre%ness4 ,ev]yone1 9 ord] to make a liv+ = himself1 is requir$ to h & to use a c]ta9 am\nt ( sell+ ability1 & 9 proportion to 8 skill 9 us+ x w dep5d ! value ( 8 s]vices4 ,! be/ newsboy is ! "o :o puts ! mo/ life & _s into 8 ef=ts1 ! "o :o lets y "k1 ev5 ?\gh y may be across ! /reet1 or ar\nd ! corn]1 t he is on ! job & t he has pap]s to sell4 ,9 %ort1 ! mo/ successful newsboy is ! "o :o is ! be/ salesman4 ,! presid5t ( any bus9ess organization1 no matt] h[ l>ge 8 sal>y nor h[ great 8 importance1 mu/ be a salesman4 ,he does n h a free h& to d z he pleases1 b mu/ get 8 au?ority on important matt]s f ! directors1 :o repres5t ! int]e/s ( ! /ockhold]s4 ,unless ! presid5t is salesman en\gh to conv9ce ! directors t 8 plans are s\nd & t !y w prove pr(itable to ! bus9ess he _c expect to receive au?ority to proce$ ) !m1 & !re=e he _c succe$ 9 8 "w4 ,9 o!r words1 8 problem is exactly ! same z t ( ! %oe salesman except t he mu/ sell an idea or 8 op9ion1 :]eas ! retail salesman sells m]*&ise4 ,if 9 pres5t+ a plan to 8 directors ! presid5t ( ! company %\ld attempt to d s 9 "s half-he>t$1 dull & un9t]e/$ mann] he c\ld expect to receive 9 return no great] int]e/ or en?usiasm ?an he himself %[$4 ,on ! o!r h&1 if 8 sell+ talk is /imulat+1 if 8 mann] indicates confid5ce1 if he is actually 8on fire0 9 ! int]e/ ( 8 propos$ plan he c be assur$ ( hav+ x receiv$ & consid]$ favorably4 ,! salesman is deal+ ) a live subject4 ,he is call$ ^u to pres5t facts conc]n+ 8 goods 9 su* a way t ! cu/om] w recognize !m z be+ facts r ?an m]e op9ions4 ,?is means t ! sell+ talk mu/ be made to live--x mu/ be fre%5$-up4 ,! salesman mu/ cont9ually gu>d aga9/ becom+ me*anical or /]eotyp$ ei!r 9 8 mann] or 8 sales talk4 ,he mu/ realize t x is j z important = him to 8laund]0 8 sell+ talk z x is to laund] 8 l954 ,,! ,,outsid]',s ,,po9t ,,( ,,view ,"o %oe salesman :o has rec5tly mov$ up to ! position ( bran* manag]1 says1 9 speak+ ( ! ne$ to keep cu/om] s]vice up to p>1 & ( 8 me?od ( do+ x1 t 8 fir/ duty ea* morn+ is to look ov] ! appe>ance ( 8 /ore1 8 w9d[s & 8 /ock f ! viewpo9t ( an outsid]--to consid] 8 s]vices z a salesman z !y w\ld appeal to ! cu/om] :o _h nev] be=e made a pur*ase ( him4 ,he realizes t !re is ! t5d5cy = him to gr[ 8/ale0 9 8 ef=ts & to fall into ! habit ( consid]+ ! next sale z ano!r me*anical op]ation4 ,he says t ! dang] is to reg>d today's "w simply z a cont9uation f :]e he left (f ye/]day & to ov]look ! fact t z f> z today's cu/om]s are conc]n$ !re might j z well h be5 no ye/]day4 ,! outsid]'s po9t ( view is t ea* sale is an entirely new exp]i5ce4 ,! salesman :o is able to get himself into ?is frame ( m9d & to treat ! cu/om] on ?is basis c nev] become me*anical4 ,he w nev] run ! dang] ( los+ bus9ess ?r\gh gr[+ /ale 9 8 sell+ talk & 8 ef=t to please4 ,?is is ! diff]5ce betwe5 work+ = a future & work+ = ! pay envelope4 ,e man ( responsibility looks fur!r ahead ?an ! ,saturday envelope4 ,he is work+ = a future t means 8 developm5t beyond 8 pres5t job4 ,8 success 9 rea*+ x w dep5d ^u 8 ability to gr[ out ( "o & into a bigg] "o4 ,promotion or success is n an ov]-night process2 x is a natural & gradual gr[? cultivat$ by /eady ef=t4 ,alex&] ,hamilton1 ! fir/ treasur] ( ! ,unit$ ,/ates & ! greate/ f9ancial m9d ! c\ntry has ev] kn[n1 0 proclaim$ a g5ius bo? "h & abroad1 because ( :at seem$ to be a sup]human und]/&+ & =esight4 ,8 simple reply 0 t al?\gh m5 gave him cr$it = g5ius1 ! only g5ius he _h 0 9 be+ able to "w night & day on ! subject 9 h& until he _h sweat$ out a solution4 ,?is may seem to be drift+ a long way f %oe salesman%ip b x is j z close z ! pay envelope4 ,! laws ( success are unfail+ :e!r !y apply to m]*&is+ or to /atesman%ip4 ,no "o ev] got any:]e on a p]man5t basis except by h>d "w4 ,to "k :at ! cu/om] wants & %\ld h1 to make a :ole-he>t$ ef=t to s]ve him & to keep at x1 is ! =mula = success 9 %oe-sell+4 ,,gett+ ,,"u ,,way ,,9 ,,! ,,sale ,= ! reason t intellig5t retail salesman%ip is pr9cipally a matt] ( bra9 "w r ?an physical ef=t1 x is n possible to set d[n any fix$ li/ ( rules or conditions :i*1 :5 obs]v$1 w result 9 "o hundr$ p] c5t results4 ,local conditions v>y & ( c\rse human nature among cu/om]s v>ies2 s t x is necess>y = ! salesman to keep ^! ?+s cont9ually 9 m9d & to plan 8 "w accord+ly4 ,on ! o!r h& !re are c]ta9 def9ite sugge/ions t c be us$ to good advantage to s]ve z ! salesman's work+ basis by br++ to m9d "s ( ! important po9ts to be consid]$ & by m5tion+ "o way 9 :i* !y may be met4 ,mr4 ,watson ( ! ,gu>antee ,%oe ,company makes ! foll[+ practical sugge/ions on gett+ ! sale "u way1 bas$ on ov] tw5ty ye>s exp]i5ce 9 ! retail %oe bus9ess3 ,if !re is no salesman's /ool 9 front ( :]e y h seat$ ! cu/om]1 g imm$iately & get "o4 ,place x directly 9 front ( ! cu/om] & at once sit d[n4 ,!n make "s su* positive sugge/ion z 8,let me exam9e ! "r foot fir/1 please40 ,:ile say+ ?is hold out ! h&s t[>d ! foot s t !y may meet x & all[ y to get ! %oe (f be=e ! cu/om] realizes t he or %e wants to see ! %oe be=e try+ x on4 ,say z little z possible :ile remov+ ! %oe1 & get x (f z quickly & easily z possible--!n produce ! measur+ /ick4 ,ei!r h ! cu/om] /& on ! /ick or place ! foot flat ^u ! foot re/ ( ! fitt+ /ool4 ,an important po9t to rememb] is t ! foot %\ld nev] be measur$ :ile 9 ! air4 ,! toes %\ld be well /ret*$ out by press+ !m ) ! f+]s--& be sure to rememb] :at ! foot measures4 ,d n sp5d a lot ( "t tell+ ! cu/om] all ab\t ! bones 9 ! foot4 ,! salesman %\ld1 h[ev]1 exam9e ! foot = enl>g$ jo9ts1 hamm] toes1 ar* tr\ble1 corns & s =?1 & m5tion to ! cu/om] ! foot tr\ble he discov]s4 ,he %\ld take special notice ( ! size ( ! hosi]y worn1 by pull+ out ! end at ! toes1 & if he f9ds ! hose to be too %ort he might m5tion ! fact & sugge/ t a half size l>g] be b\ght next "t4 ,he might also expla9 ! fact t %ort hose1 l %ort %oes1 are ! cause ( _m foot tr\bles4 ,he %\ld sp5d "s "t /udy+ ! foot z to ! wid? requir$2 l5g? ( toes & su* o!r matt]s4 ,all ?is %\ld be done be=e ! cu/om] is %[n a %oe4 ,x is important to sp5d consid]able "t 9 ?is prelim9>y "w4 ,pl5ty ( "t sp5t 9 ?is way w mean t less "t w be requir$ lat] 9 ! transaction1 = ! reason t ! cu/om] w be impress$ ) ! fact t he is be+ s]v$ by a real %oe exp]t4 ,br+ to ! cu/om] only "o /yle ( %oe1 & t %\ld be ! /yle ! salesman has assur$ himself z be+ ! "o desir$ by ! cu/om]4 ,d n h& ! %oe to ! cu/om] to exam9e & d n hold x up be=e 8 eyes to inspect4 ,take x directly to him & put x on ! foot at once4 ,x is well always to br+ two sizes ( %oes1 bo? ( ! same /yle4 ,9 o!r words1 if y h decid$ ! cu/om] ne$s a size #f1 b are n q sure :e!r ! foot is an ,a or ,,aa1 br+ bo? ! #f;,a & #f;,,aa4 ,slip ! l>g] %oe on fir/1 & if x is too loose d n lace x up & d n wait = ! cu/om] to call att5tion to ! fact t x is too l>ge4 ,take x (f imm$iately & slip on ! small] "o4 ,if ?is is ! "r size1 lace x up4 ,if y h misjudg$ ! foot & br\ght bo? sizes too l>ge or too small d n sp5d "t 9 lac+ up ! %oe4 ,?is w\ld cause ! cu/om] to lose ! confid5ce he _h ga9$ 9 ! beg9n+ ?r\gh ! prelim9>y "w4 ,! salesman %\ld g quickly = ! correct size & at ! same "t take away ! %oes t did n fit4 ,! next %oe %\ld surely be ! correct size1 or else ! salesman's ability w drop 9 ! cu/om]'s e/imation4 ,if x is ! "r size place x on ! foot & lace x up4 ,iron out ! %oe well by press+ ! toe d[n ) "o h& & smoo?+ out all ! wr9kles ) ! o!r h&4 ,bo? ! f+]s & ! palm ( ! h& %\ld be us$ = iron+ ! %oe1 :ile ! o!r h& is us$ to press d[n ! toe4 ,^! sugge/ions by ,mr4 ,watson are def9ite & conta9 "s valuable h9ts4 ,!y br+ ! sale up to ! po9t ( gett+ ! %oe prop]ly fitt$ on ! cu/om]'s foot4 ,! salesman %\ld !n cont9ue ! sale by ask+ ! cu/om] to /& 9 ! %oe & !n1 p]haps1 foll[ x ) ! sugge/ion t he 8walk a few paces & notice h[ well x feels on ! foot40 ,by ! "t ! cu/om] has return$ to ! *air & if he has n already made ! decision to buy1 ! salesman might cont9ue by sugge/+ t ! o!r %oe be tri$ on4 ,aft] hav+ bo? %oes completely lac$ he is ready to ask ! cu/om] to walk 9 !m & to lead him to a mirror :]e a full view ( ! %oes may be _h4 ,! cu/om] is n[ face to face ) ! necessity to make a decision4 ,he has be5 l$ ?r\gh ! sale ) positive sugge/ions & has only to say 8yes0 to complete ! transaction4 ,ano!r po9t wor? rememb]+ is t ( plac+ ! old %oe1 :5 remov$ f ! cu/om]'s foot1 out ( ! way & out ( sight "u ! fitt+ /ool4 ,to ?r[ x d[n c>elessly = o!rs sitt+ ar\nd to gaze ^u is displeas+ to ! cu/om]4 ,he feels happi] :5 x is out ( sight4 ,,/yle ,,n ,,9 ,,/ock ,ano!r delicate po9t call+ = real salesman%ip is t ( sell+ a cu/om] :o calls = a %oe t is n 9 /ock4 ,! /yle1 p]haps1 may h be5 "o %[n 9 ! w9d[4 ,x may h be5 "o ( ! numb]s especially popul> 9 ! /ore4 ,! sizes may be brok5 & fur!r /ock difficult or sl[ to secure4 ,al?\gh ! salesman w\ld likely "k all ^! ?+s at ! "t ! cu/om] m5tion$ ! /yle want$1 he c]ta9ly c\ld n af=d to hold up 8 h&s 9 horror & greet ! cu/om] ) ! sad news1 8,i don't ?9k we h y\r size40 ,! result ( su* a rem>k c\ld only h ! effect ( caus+ him to feel t he _h suff]$ a real loss & t no o!r %oe w\ld s]ve him q z well4 ,if1 on ! o!r h&1 ! salesman proce$s to ! prop] section he may f9d he has ! correct size 9 /ock4 ,?is he c produce1 & ! sale goes along )\t difficulty4 ,h[ev]1 if ! salesman f9ds he is n go+ to be able to fit ! cu/om] 9 8 fir/ *oice x is = him to beg9 at once by (f]+ a suitable second *oice4 ,?is he %\ld n attempt to d by runn+ d[n or f9d+ fault ) ! %oe ask$ = by ! cu/om]4 ,conv9ce ! cu/om] t y are s9c]ely work+ = 8 int]e/--tell him s4 ,! /yle & fit ( ! %oe call$ = w s]ve z an indication ( ! k9d ( %oe want$4 ,proce$ at once to get ! /ock ne>e/ to x & />t sell+ x on its m]its4 ,no?+ w be ga9$ by consid]+ any fur!r ! m]its ( ! %oe t is out ( /ock4 ,rememb] t "o ( ! important features ( salesman%ip is t ( creat+ a desire = ! m]*&ise y h4 ,fit prop]ly ! %oe y h 9 /ock1 dwell ^u its good qualities1 its workman%ip & its value4 ,! sale w be made :5 ! cu/om] und]/&s t ! goods y h r ?an ! goods y _h are ^? t w s]ve him be/4 8,,j ,,z ,,good0 ,"o manufactur] w>ns 8 cu/om]s aga9/ sub/itutes by adv]tis+ ! fact t 8,y c tea* ! p>rot to say #8,j z ,good' b he won't "k :at he is talk+ ab\t40 ,! buy+ public has be5 taught to disrespect ! man :o prea*es 8j z good0 & to h suspicion ( ! goods he is sell+4 ,reliable deal]s & manufactur]s sell goods on _! own m]its & n by a false /&>d ( comp>+ !m ) some?+ else4 ,! fact has already be5 po9t$ out t ! salesman _c af=d to sp5d 8 valuable "t boo/+ ! bus9ess ( 8 competitor by discuss+ ) 8 cu/om] ! relative advantages & disadvantages ( bo? l9es4 ,he sells 8 own goods on ! basis ( _! m]its & all[s ! man ar\nd ! corn] to d ! same4 ,to m5tion ! matt] ( 8j z good0 means t ! salesman has invit$ comp>ison4 ,!n he has ! d\ble task ( prov+ 8 /atem5t fir/1 & lat] ( sell+ 8 own goods4 ,ev5 !n ! cu/om] w probably n be q satisfi$ until he has tri$ ! o!r article1 j to f9d out = 8 own satisfaction h[ !y comp>e4 ,"o f>-sight$ bus9ess man said t 8:5 a compet+ salesman talks ab\t my l9e ,i consid] him z valuable z a salesman on my own payroll40 ,if a /yle is out ( /ock1 ! wise salesman w plunge "r 9 to sell ! goods he has on _! own m]its4 ,to invite comp>ison ) 8j z good0 argum5ts wa/es "t & /amps ! man z an imitator4 ,be orig9al4 ,,select+ ,,! ,,/ock ,x is n[ gett+ to be und]/ood m g5]ally among deal]s & salesm5 t x is unnecess>y t ! cu/om] be %[n a half doz5 pairs ( %oes 9 ord] t he may be able to make a selection4 ,! :ole po9t ( importance is to sp5d en\gh "t at ! beg9n+ ( ! sale to f9d out exactly :at %oe ! cu/om] %\ld h & !n to g aft] t p>ticul> %oe4 ,if a physician 7 to make a ha/y exam9ation ( a pati5t's ?roat & !n da% (f hurri$ly1 only to return a mom5t lat] = ano!r inspection & to *ange 8 orig9al decision1 ! pati5t w\ld at once lose confid5ce4 ,or if ! d5ti/ 7 to comm5ce extract+ a too? & lat] *ange 8 m9d & decide x %\ld be fill$1 he w\ld probably be invit$ to give up 8 diploma & to accept a plumb]'s lic5se4 ,he is expect$ to "k :at 8 pati5t ne$s be=e he />ts treat+ him4 ,! %oe salesman is expect$ to be a speciali/1 an exp]t1 9 8 l9e4 ,he is expect$ to sp5d en\gh "t ) ! cu/om] to f9d out :at %oe he %\ld h4 ,x is = ! cu/om] to give an indication ( ! /yle want$4 ,) ^! 9 m9d ! salesman is prep>$ to make 8 selection ( ! /ock4 ,g5]ally ! cu/om] is int]e/$ 9 n m ?an "o pair ( %oes out ( ! :ole /ock--& t is ! pair he is to buy & we>4 ,if ! salesman1 by ! mann] 9 :i* he conducts himself & 8 actual k ( 8 job1 w9s ! cu/om]'s confid5ce1 if he conducts himself z an exp]t1 ! cu/om] w accept him z su* & be glad to take advantage ( 8 advice4 ,! fir/ or second %oe select$ = ! cu/om] c be made m satisfy+ to him ?an "o t he himself may h be5 requir$ to select out ( a doz5 (f]$ to him4 ,! :ole matt] n>r[s d[n to "o ( :e!r ! salesman is simply to h& out %oes at ! direction ( ! cu/om] or :e!r he is to be a helpful advis]4 ,"o means wa/$ "t & small results2 ! o!r results 9 prompt1 satisfactory bus9ess & a foll[+ ( cu/om]s :o are 8boo/+0 = ! salesman & ! /ore4 ,grop+ ar\nd 9 ! /ock to f9d a size or /yle mu/ give ! cu/om] ! impression t ! salesman does n h ! size 9 ! p>ticul> %oe he fir/ int5d$ to %[1 or else t he is try+ to f9d some?+ else t may n be z desirable4 ,x makes ! cu/om] feel uneasy :5 !re is no occasion = x4 ,! man 9 t\* ) ! /ock day aft] day is expect$ to "k :]e to lay 8 h&s on ! goods he ne$s4 ,! salesman _c af=d to give 8 cu/om] an op5+ = suspicion or d\bt z to 8 ability4 ,,don',t ,,conc5trate ,,on ,,"o ,,v>iety ,unless ! salesman wat*es himself c>efully he may run into ! habit ( %[+ & ( us+ 8 sell+ ef=t on ^? /yles only t appeal to 8 special pref]5ce4 ,!re is ! dang] = him to reg>d z a second *oice ! /yles t d n appeal to him especially4 ,! "y man1 fre% out ( s*ool or college1 w\ld l to clo! e cu/om] 9 sport models1 :]eas ! middle-ag$ cons]vative salesman w\ld h ! natural t5d5cy to favor ! pla9 cons]vative /yles4 ,h[ev]1 nei!r ( ^! two m5 w\ld h be/ results if !y all[$ _! p]sonal pref]5ces to h full sway 9 ! selection ( /yles4 ,ea* cu/om] has 8 own likes & dislikes on ! subject ( footwe> /yles1 j z he has 8 pref]5ces among mov+ picture />s or c&idates = public (fice4 ,"o man is ( ! op9ion t 8 *oice ( c&idate has all ! desirable qualities1 :]eas ! oppon5t has none ( !m4 ,b he w sometimes le>n aft] election day t ! majority ( vot]s saw ?+s 9 a diff]5t light2 t al?\gh ea* vot] exam9$ ! same two or ?ree c&idates he saw qualities 9 !m t ! man /&+ alongside c\ld n see4 ,! salesman w see "o %oe t repres5ts to him a p]fect /yle1 b ! cu/om] may h an entirely diff]5t op9ion4 ,x is ! cu/om]'s pref]5ce t mu/ be consid]$4 ,! :ole range ( footwe> /yles is creat$ 9 ord] t ! cu/om] may f9d 9 ! selection some?+ to meet 8 p>ticul> pref]5ce4 ,! cons]vative1 middle-ag$ salesman1 al?\gh he may n c>e = ! sport models1 recognizes t x is ! cu/om] :o is to be pleas$1 & !re=e he w put 9 ! backgr\nd any individual pref]5ces4 ,he w n conc5trate 8 ef=ts on any c]ta9 few /yles b w make selection to meet ! ta/es ( 8 cu/om]s4 ,_m /ores h c]ta9 %ort-pr(it l9es or lead]s = ! purpose ( attract+ trade to ! /ore4 ,!re are two ways 9 :i* ! sale ( ^! goods may be consid]$ by ! salesman4 ,! fir/ is t ! lead] gives ! op5+ = an easy sale1 t x requires no great ef=t on ! "p ( ! salesman1 & t ! ?+ to d is to foll[ ! pa? ( lea/ resi/ance & h& out ! goods call$ = )\t fur!r c]emony4 ,! way 9 :i* ! sale ( ^! goods %\ld be consid]$ is t !y s]ve to br+ ! cu/om] into ! /ore & give ! salesman an opportunity to meet him & to %[ ! l9e4 ,?is does n mean t ! lead] is some?+ to be held up be=e ! cu/om] s t he may grab at x & miss4 ,x does mean1 h[ev]1 t ! %oe call$ = by ! cu/om] may n be z desirable = him z "s o!r 9 ! /ock4 ,! salesman is giv5 a real opportunity to get goods be=e 8 cu/om]'s eyes1 & he %\ld take advantage ( x4 ,al?\gh ! cu/om] may h ask$ = & may h be5 %[n an eight-doll> %oe x is v (t5 ! fact t a t5 or twelve-doll> %oe ) m /yle & bett] we>+ quality1 if prop]ly %[n1 w please him m4 ,al?\gh a %oe may be a %ort-pr(it l9e ! salesman's obligation to give ! cu/om] full satisfaction is j z great z x is 9 sell+ ! be/ %oe 9 ! h\se4 ,! lead]1 z sugge/$1 is design$ to attract ! new cu/om] s t he may become acqua9t$ ) ! salesman & ! /ore4 ,if he is giv5 poor fit or poor /ore s]vice x means t 8 fur!r bus9ess is lo/ & t ! advantage ( ! lead] has be5 wa/$4 ,,%[+ ,,m ,,goods ,9 a great majority ( cases x is possible to close ! sale aft] hav+ %[n ! fir/ or second pair ( %oes1 provid$ ! sale is prop]ly tak5 9 h& by ! salesman4 ,! difficult case1 h[ev]1 is :5 ! cu/om]1 aft] hav+ look$ ov] sev]al /yles1 w make "s su* rem>k z 8,i'll call aga9--,i didn't int5d to buy today1 anyway40 ,! easie/ ?+ = ! salesman to d "u ^! circum/ances is to reply1 8,v well10 & to consid] ! matt] clos$4 ,b t is n salesman%ip4 ,_m times :5 ! cu/om] makes su* a sugge/ion x means t he is dissatisfi$ ) ! s]vice he has receiv$--ei!r he has lo/ confid5ce 9 ! salesman or he has be5 misjudg$ conc]n+ ! /yle ( %oe he %\ld h be5 %[n4 ,:5 once he has left ! /ore )\t hav+ be5 satisfi$ x means t x w be d\bly h>d to get him to return4 ,he has ! feel+ t ! salesman1 & h5ce ! /ore1 has n be5 able to s]ve him1 & 9 all likelihood he w g else:]e to look = ! goods he ne$s4 ,! "t = ! salesman to 8nail0 ! sale is :5 he has 8 cu/om] face to face be=e him4 ,al?\gh :5 he made ! /atem5t t he w\ld return1 ! cu/om] may h _h e int5tion ( do+ s1 he is incl9$ to g else:]e1 almo/ unconsci\sly1 because he has 9 m9d 8 ne$ = ! %oes & ! fact t he has n yet b\ght !m4 ,!re=e he is attract$ to ! next /ore he passes--& ! sale is lo/4 ,v (t5 ! second /ore is no bett] equipp$ & /ock$ to give him s]vice ?an ! fir/4 ,! diff]5ce is t he is %[n m goods4 ,! salesman's cue :5 ! cu/om] says 8,i'll be back0 is to get into action at once1 & to let him realize t !re are m /yles to be %[n & t x is a pleasure to %[ !m4 ,ev5 ?\gh ! cu/om] %\ld say1 8,nev] m9d ab\t %[+ me any m %oes today10 ! salesman %\ld n consid] t 8 ef=ts h fail$4 ,:at he ne$s to d is to build up aga9 ! confid5ce ( 8 cu/om]4 ,a positive sugge/ion1 su* z 8,x's no tr\ble at all--,i believe ,i "k n[ j ! /yle y h 9 m9d10 w reassure ! cu/om] & cause him to wait :ile ! salesman goes to get ano!r /yle4 ,quick action & an air ( assurance w d m ?an any?+ else to w9 ! cu/om] "u su* circum/ances4 ,someone has writt5 a %ort rhyme t tells a long /ory ab\t %[+ ! goods4 ,^! v]ses may n repres5t ,%akespe>ian excell5ce f ! /&po9t ( ,engli% lit]ature1 b !y d repres5t ! height ( good s5se f ! /&po9t ( successful m]*&is+4 ,,%[ ,,! ,,goods ,:5 a visitor comes 92 ,%[ ! goods6 ,don't j /& ar\nd & *92 ,%[ ! goods6 ,!re's no fir/-class reason :y ,y c't sell if y w try ,folks :o didn't come to buy4 ,%[ ! goods6 ,:5 y're ask$1 8,d y keep ?is80 ,%[ ! goods6 ,nev] say1 8,:at price1 please1 ,miss80 ,%[ ! goods6 ,y won't1 if y're really wise1 ,beg9 by ask+ /yle or size ,y'll get ! goods be=e _! eyes4 ,%[ ! goods6 ,int]e/ ! p]son fir/4 ,%[ ! goods6 ,"q me?ods are ! wor/4 ,%[ ! goods6 ,x's a sad mi/ake to say1 8,h[ mu* d y want to pay80 ,don't g at ! folks t way4 ,%[ ! goods6 ,,cu/om] ,,:o ,,does ,,n ,,buy ,no /ore1 no matt] h[ p]fect its organization1 has ev] be5 able to make a p]fect score 9 sell+4 ,9 ! c\rse ( a mon? or a ye> !re are _m p :o come into ! /ore ) ! int5tion ( buy+ b :o are unable to get :at !y want1 reg>dless ( ! quality ( salesman%ip4 ,p :o h a v def9ite idea ( :at !y want 9 a %oe may n f9d :at is desir$ 9 /yle1 fit1 we>1 or price--or possibly a comb9ation ( ^!4 ,9 ^! comp>atively few cases x is n a matt] ( insuffici5t or poor s]vice on ! salesman's "p1 b "o ( limitation ( /ock v>iety to meet ! cu/om]'s ideas4 ,9 cases ( ?is k9d ! p]son w 8%op0 ar\nd f /ore to /ore 9 an ef=t to get ! goods desir$4 ,p]haps he w f9d ! goods some:]e else2 if s t sale goes to ! /ore ) ! goods4 ,(t5times1 h[ev]1 ! p]son w n be able to f9d j ! article he _h 9 m9d to buy4 ,x is to be expect$1 !re=e1 t ! bus9ess w come back to ! /ore t %[$ ! be/ s]vice4 ,! exp]i5c$ salesman1 :5 n able to close a sale1 be>s 9 m9d t ?is p]son w return if well s]v$1 & consequ5tly he cont9ues 8 be/ ef=ts ev5 ?\gh he kn[s he w n be able to make ! sale4 ,he is 9 bus9ess n alone = today b = tomorr[ & next ye>1 & he treats all p]sons he s]ves s t !y w become 8regul>s40 ,! p]son :o does n buy has committ$ no crime4 ,! salesman _c af=d to say or d any?+ to cause him to feel emb>rass$--to make him feel t he has impos$ ^u ! valuable "t ( ! salesman or tax$ 8 pati5ce4 ,let ! man feel t 8 visit has be5 appreciat$ & he w surely come back :5 he is aga9 ready to buy4 ,,*apt] ,x ,,k ,,( ,,! ,,/ock 8,,^! ,,are ,,bett]0 ,! foll[+ is ! exp]i5ce ( a ,bo/on bus9ess man z told by him to %[ ! importance ( a k ( ! /ock1 on ! "p ( ! salesman3 ,aft] hav+ look$ ar\nd 9 sev]al ( ! %op w9d[s ,i f9ally saw a %oe t seem$ to be j :at ,i want$4 ,ent]+ ! /ore ,i 0 met by a "y man to :om ,i po9t$ out ! %oe 9 :i* ,i 0 especially int]e/$4 ,)9 a %ort "t he br\ght a %oe ( ! same /yle 9 my size & plac$ x on my foot4 ,= "s reason or o!r1 h[ev]1 ! %oe did n seem to look z well on my foot z x did 9 ! w9d[1 & ,i ask$ to see "s o!r %ape4 ,! "y man produc$ ano!r & aft] lac+ x up expla9$ t ! price 0 twelve doll>s1 :i* 0 two doll>s m ?an ! "o fir/ %[n4 ,on a po9t ( in=mation ,i !n inquir$1 8,:y %\ld ?is pair be wor? twelve doll>s z comp>$ ) ! o!r at t580 ,& ! answ] ,i receiv$ 03 8,oh1 ^! are bett] %oes ?an ^?40 ,al?\gh ! cu/om] knew practically no?+ ab\t %oes & values & may n h be5 able to di/+ui% a calfsk9 f an alligator hide1 & al?\gh he knew no?+ ( footwe> /yles & make1 x 0 an insult to 8 intellig5ce to tell him t he 0 pay+ two doll>s m because ! twelve-doll> %oe 0 bett] ?an ! t5-doll> "o4 ,he might j z well h be5 told t he 0 pay+ two doll>s m because twelve 0 t mu* great] ?an t54 ,! salesman owes x to himself & to 8 success 9 sell+ to acquire a k ( 8 /ock4 ,on any o!r basis he c d no?+ m ?an h& out %oes at ! cu/om]'s direction & hope t no que/ions w be ask$4 ,b x is n on ?is basis t success is measur$ out ei!r 9 sell+ or any o!r "w call+ = ! use ( bra9s4 ,,/udy ,,( ,,! ,,/ock ,an inve/igation has rec5tly be5 made among retail /ores to det]m9e ! causes acc\ntable = ! loss ( cu/om]s4 ,z a result ( ?is ! fact has be5 br\ght out t among ! *ief reasons = ! cu/om]'s dissatisfaction1 & z a result ( :i* he transf]s 8 bus9ess to "s o!r /ore1 is ! salesman's ignorance ( ! goods be+ sold4 ,bus9ess to ! ext5t ( millions ( doll>s is lo/ e ye> among retail %oe /ores1 due to ?is "o cause4 ,satisfaction 9 ! way a cu/om] is s]v$ dep5ds ^u 8 confid5ce 9 ! salesman :o s]ves him4 ,?is _c result unless ! salesman %[s an und]/&+ ( 8 goods4 ,to "k ! /ock does n mean simply to "k ! prices4 ,x means among o!r ?+s t ! salesman mu/ "k :at he has 9 /ock to sell & :]e to lay 8 h&s on ! goods :5 he ne$s !m4 ,! man :o is a success at sell+ realizes t ! bett] k he has ( 8 /ock1 ! great] w be ! satisfaction ( 8 trade4 ,he kn[s e l9e 9 ! h\se ?or\ghly--ev5 ! odd pairs he kn[s by size & wid? s t :5 he gets ! foot t may be fitt$ ) "o ( ^! he c conv]t ! dead or odd pair into ca%4 ,to /udy ! /ock means actually to take ! "t to exam9e ! diff]5t qualities & /yles1 to "k ! mat]ials ( :i* !y are made & to und]/& :y ! "o %oe sells = twelve doll>s z comp>$ ) ! o!r at t54 ,9 mo/ /ores !re are times 9 ! morn+ :ile bus9ess is quiet :5 ! salesman has ! opportunity to get into ! /ock1 to exam9e x c>efully & to le>n ! 8feel0 ( ! goods4 ,?is is some?+ t w come to him only by gett+ ! goods 9 8 h&s4 ,a few m9utes ea* day sp5t 9 a close /udy ( ! /ock w pay divid5ds 9 ! way ( increas$ bus9ess & satisfi$ cu/om]s4 ,lat] 9 ! ,c\rse w be tak5 up ! comp>ative importance ( diff]5t k9ds ( lea!r1 ! advantages ( "o ov] ! o!r1 a /udy ( clo? fabrics t g into %oes & ! 8:y & :]e=e0 ( ea* ( !m1 a discussion ( rubb]1 fibre & a doz5 o!r mat]ials t h important p>ts to play 9 _! own special ways4 ,to h a k ( ! goods means to h an und]/&+ ( h[ %oes %\ld be fitt$1 ( h[ !y are made1 an und]/&+ ( /yles & h[ !y are orig9at$ & introduc$4 ,! %oe salesman :o is 9 bus9ess = a future mu/ "k ^! ?+s & he w get results 9 proportion z he le>ns ^! facts4 ,!y w all be fully treat$ 9 foll[+ sections ( ! ,c\rse b are m5tion$ "h to %[ h[ closely !y tie-up to ! salesman's ev]yday "w 9 s]v+ 8 cu/om]s4 ,! be/ salesm5 are ^? :o "k mo/ ab\t _! product & _! bus9ess & no "o c be p]man5tly successful )\t su* a k4 ,,/yles ,"o ( ! p[]ful =ces to /imulate ! cu/om]'s desire to buy is ! wi% to h some?+ out ( ! ord9>y 9 appe>ance4 ,?is is ano!r v>iation ( ! dem& = v>iety t has be5 m5tion$ be=e4 ,to give ! cu/om] :at is want$ 9 footwe> v>iety calls = ! /eady *ang+ ( /yles season aft] season4 ,a ?or\gh und]/&+ ( conditions ( fa%ion dem& t good ta/e mu/ be repres5t$ 9 footwe> /yles4 ,occasionally !re w be a dem& = freak /yles t d n meet ! g5]ally accept$ idea ( good ta/e & common s5se1 b ^! con/itute ! exception4 ,! %oe bus9ess ( ! c\ntry is conduct$ on s\nd pr9ciples4 ,x requires =esight to anticipate ! wi%es ( ! public & to h /yles ready to supply :5 ! dem& is made4 ,a high degree ( good judgm5t & common s5se is ne$$4 ,= in/ance1 a manufactur]1 9 mak+ up 8 l9es ( wom5's %oes = a com+ season1 mu/ take into acc\nt ! colors ( dress goods t w be popul> at t "t1 9 ord] t he may be 9 a position to h>monize ! lea!r or clo? 9 ! %oe ) ! co/ume4 ,he mu/ take into consid]ation ! l5g? ( ! skirts to be worn & plan 8 /yles accord+ly4 ,! weaves & qualities ( %oe fabrics mu/ be consid]$1 & s on all along ! l9e4 ,all ?is mu/ be plann$ 9 advance 9 ord] t ! salesman may h on 8 %elves ! goods t are want$ & :5 !y are want$4 ,/yles are a necess>y feature to ! success ( a %oe bus9ess1 b unless !y are prop]ly und]/ood by ! %oe salesman !y may act ) a 8back kick10 l a rifle 9 ! h&s ( an amateur4 ,! true facts are cle>ly br\ght out 9 an article t appe>$ rec5tly 9 a booklet = ! salespeople ( a progressive m]cantile company3 ,m]*&ise t has its value bas$ on /yle loses its value z ! season advances & some?+ else is produc$ to take its place4 ,seasonal m]*&ise mu/ be sold dur+ ! p]iod 9 :i* x 0 int5d$ to s]ve its purpose4 ,sales on /yle m]*&ise are n only ju/ifi$ b ess5tial4 ,! price ( ?is "* ( goods is bas$ on ! newness ( /yle1 & m]*&ise loses its value :5 ?is feature is elim9at$4 ,sales are a necessity to keep a /ock cle> ( all odds & ends4 ,to all[ goods to rema9 9 /ock beyond ! p]iod dur+ :i* !y %\ld h be5 sold is only creat+ losses 9 ! end4 ,no "o s]ves ! firm bett] ?an ! salesman :o always makes special ef=ts to h /ocks clean4 ,f ?is x is cle> t = ! salesman to give ! be/ s]vice1 bo? to ! cu/om] & ! h\se he repres5ts1 x is ess5tial t he h a ?or\gh work+ k ( 8 /ock4 ,! fact is (t5 ov]look$ t x is f ! la/ pairs ( %oes 9 a l9e t ! proprietor gets 8 pr(it4 ,if ^! are n sold !y become dead /ock & _! value decreases ! long] !y cont9ue to lie on ! %elves4 ,,/ock ,,arrangem5t ,! size ( a /ore & its inside arrangem5t w h a great deal to d ) ! way 9 :i* ! lay\t ( ! /ock is to be plann$4 ,h[ev]1 !re are "s important po9ts to be rememb]$ :i* apply reg>dless ( ! am\nt ( room available = /or+ ! /ock or ! k9d ( fixtures us$4 ,a plan well wor? foll[+ is t ( keep+ to ! front ! /ock fir/ pur*as$ s t x may get fir/ att5tion on ! "p ( ! salespeople4 ,! t5d5cy is to give ! mo/ prom95t position to goods j receiv$ & to ov]look ! goods t h be5 9 /ock = "s "t4 ,we naturally =get ! ?+s t are out ( sight4 ,to d ?is ) ! /ock means to pile up a numb] ( %ort l9es t w lat] h to be sold at a sacrifice4 ,?us a loss results t might h easily be5 avoid$ ?r\gh a little c>e 9 ! arrangem5t ( /ock4 ,! foll[+ are "s valuable sugge/ions on ! c>e ( /ock made by ,mr4 ,conn] ( ! ,george ,e4 ,kei? ,/ores ,company3 ,we %all assume t ! salesman is requir$ to d a c]ta9 am\nt ( /ock "w--t a c]ta9 numb] ( sections are giv5 to him to be c>$ =4 ,rightly1 he %\ld take z mu* pride 9 ?is /ock z he w\ld 9 new furni%+s 9 8 home4 ,! cont5ts ( ! c>tons %\ld be kept clean & pres5table at all times4 ,a lib]al am\nt ( tissue pap] %\ld be kept betwe5 ! %oes1 & x %\ld be well /raight5$ out4 ,! c>tons %\ld be kept clean s t ! salesman might ju/ly feel pr\d ( ! appe>ance ( ! goods if a cu/om] %\ld ent] ! /ore hurri$ly & notice a c]ta9 numb] 9 ! /ock4 ,! appe>ance ( a p>ticul> pair ( %oes pull$ out %\ld be su* t ! cu/om] w\ld receive ! impression t x _h j arriv$ f ! factory4 ,!re %\ld be ! look ( fre%ness & newness t w\ld at once appeal to ! cu/om] & influ5ce 8 decision 9 favor ( buy+4 ,! control ( a /ock section giv5 ov] to a salesman does n mean simply t ! /ock is to be kept clean & salable4 ,dep5d+ on ! volume ( bus9ess & ! size ( /ock c>ri$ 9 ! p>ticul> /ore1 !re are a m9imum numb] ( pairs ( %oes t con/itute a pr(itable l9e4 ,assum+ t ! bus9ess _c op]ate pr(itably any "o l9e ( %oes :5 !re are less ?an twelve pairs1 z soon z any "o ( ! l9es 9 ! salesman's *>ge is br\ght d[n to t numb] he %\ld at once take sizes & report ! facts to 8 manag]4 ,he %\ld take sizes on 8 /ock at lea/ twice a week & %\ld "k t no sizes are 9 ! /ock room t %\ld be on ! %elves4 ,ano!r po9t ( importance 9 connection ) neatness & ord] 9 ! /ock is t ( return+ to _! prop] places goods t h be5 tak5 out to be %[n to ! cu/om]4 ,! slip-%od way is to put ! %oes 9 :]ev] !re happ5s to be an empty space4 ,! result ( do+ ?is is t ei!r ! pair w be lo/ trace (1 or x w cause unnecess>y "w on ! "p ( someone else 9 we$+ out /ock incorrectly plac$ & 9 putt+ x :]e x prop]ly belongs4 ,x is z easy to return /ock to ! special place provid$ = x z x is to pick out ! wrong place4 ,! goods :5 rightly plac$ c always be f\nd :5 want$ )\t loss ( "t & ef=t on ! salesman's "p sp5t 9 se>*+ ar\nd among half a doz5 places :]e he or someone else might h put !m4 ,,"t ,,sav+ ,w4 ,w4 ,willson1 manag] ( retail /ores = ,rice ,hut*9s1 consid]s ! matt] ( a ?or\gh acqua9tance ) ! /ock ( p>ticul> value to avoid wa/+ ! cu/om]'s "t4 ,he says3 ,! av]age cu/om] today dem&s dispat* :5 mak+ a pur*ase4 ,dispat* does n mean to c>elessly ru% ?r\gh a sale1 b to d away ) unnecess>y loss ( "t4 ,p z a rule h num]\s ?+s to att5d to ei!r 9 a bus9ess or social way1 & !y w n wa/e valuable "t wait+ :ile "s un9=m$ salesp]son tries to s]ve !m & makes a blund] ( x4 ,! cu/om] inv>iably rememb]s an exp]i5ce ) ?is k9d ( salesp]son & makes a special po9t to avoid him :5 ! next pur*ase is made4 ,he w f9d ! salesman :o kn[s ! /ock4 ,x is (t5 said t 8"t is money40 ,to conv9ce y\rself ( ?is divide y\r e>n+s ea* week by ! numb] ( h\rs t y "w & y w readily und]/& h[ mu* y\r own "t expresses 9 money on ! exp5se acc\nt ( ! /ore or dep>tm5t4 ,rememb] t ?is applies also to y\r cu/om]s4 ,y %\ld "k y\r /ock s well z to require only ! m9imum ( "t to prop]ly transact ! sale to ! be/ int]e/ ( ! cu/om] z well z y\rself4 ,a ?or\gh k ( ! /ock helps y to d ?is4 ,take c>e ( x & keep x 9 condition to %[ & to sell to ! be/ advantage4 ,x is a recogniz$ bus9ess fact t a foll[+ ( satisfi$ cu/om]s is ! be/ possible adv]tisem5t t any bus9ess or salesman c h4 ,satisfi$ cu/om]s return & make o!r pur*ases2 !y influ5ce o!r cu/om]s to come to ! /ore or dep>tm5t4 ,?is increases y\r sales & ! pr(its ( y\r firm4 ,an increas$ volume ( sales increases ! value ( ! salesman4 ,! p]son :o sells ! mo/ goods ) ! greate/ satisfaction to all p>ties conc]n$ receives ! greate/ rew>d 9 comp5sation & promotion4 ,,keep+ ,,po/$ ,,on ,,new ,,/ock ,be>+ 9 m9d ! important fact t /yle goods mu/ be sold dur+ ! curr5t season1 x is cle> at once t ! salesman mu/ keep himself po/$ at all times on new goods receiv$4 ,a week lo/ 9 gett+ in=m$ ( ! fact t !re is a new /yle 9 /ock means m ?an ! loss ( six bus9ess days4 ,x may mean t a c]ta9 numb] ( cu/om]s h be5 requir$ to accept goods less desirable to !m1 or x may mean t ! bus9ess has be5 lo/ altoge!r4 ,! cu/om] does n buy %oes e week or e mon?1 & on t acc\nt a sale lo/ ?is week (t5 results 9 ! loss ( a sale = ! season4 ,! "t to sell seasonal goods is at ! op5+ ( ! season1 & e day pa/ ! op5+ r$uces ! possibility ( a pr(itable turnov] & increases ! prospects ( 8left-ov]s0 & dead /ock4 ,new /yles com+ 9 %\ld be c>efully /udi$ to det]m9e ! type ( feet = :i* !y are mo/ suitable4 ,to %[ a woman a new /yle ( %oe j receiv$1 & expla9 to h] t x repres5ts ! mo/ advanc$ model ( ! season1 w\ld be good bus9ess provid$ %e c\ld be prop]ly fitt$ 9 su* a %oe4 ,on ! o!r h&1 if h] foot is ( su* a %ape t x c\ld n we> ! new /yle1 x w\ld be bett] bus9ess = ! salesman to say no?+ ab\t ! new /yles & to give 8 :ole att5tion to ! %oes he has to fit ! p>ticul> foot4 ,to be prep>$ to meet ?is situation :5 x occurs requires t all %oes 9 ! /ock be /udi$ ) ! idea ( le>n+ _! po9ts ( advantage or limitation z appli$ to diff]5t classes ( feet4 ,9 l9e ) ?is same sugge/ion is t ( wat*+ ! /ock ( sizes 9 new goods receiv$4 ,! p>ticul> size may h be5 out ( /ock ?ree days or a week ago1 b !re is always ! possibility ( a new %ipm5t hav+ be5 receiv$4 ,if ! salesman does n actually "k ! condition ( ! /ock 9 a c]ta9 size1 he %\ld make x a po9t to f9d out r ?an to accept ! fact t x 0 out ( /ock :5 he inquir$ ye/]day or two days ago4 ,above all he %\ld n adv]tise ! fact t he does n "k ! /ock ) any su* rem>ks z 8,i'm n sure t ,i h y\r size10 or 8,i don't ?9k we h t /yle40 ,,cu/om]s' ,,criticisms ,"o ( ! v difficult problems t m5 9 public life h to meet is t ( le>n+ ! op9ions ( ! p !y repres5t conc]n+ curr5t matt]s ( importance4 ,= in/ance1 ! gov]nor ( a /ate or ! mayor ( a city is s]i\sly int]e/$ 9 ! op9ions & desires ( 8 con/itu5ts on matt]s t he w be call$ ^u to settle4 ,he is n able to meet p]sonally & le>n ! views ( m ?an a doz5 or a few doz5 p1 & s he v wisely takes advantage ( public op9ion--:i* includes criticism z well z favorable comm5t4 ,9 fact1 ! exp]i5c$ man w be m consid]ate ( ! criticism ?an ! comm5dation1 because x gives him ! advantage ( good judgm5t on ! opposite side ( ! "q4 ,he is wise en\gh to "k t 8 op9ion may n be s\nd1 & = t reason he takes advice f 8 critics4 ,9 retail sell+1 also1 !re is ! possibility ( gett+ good advice f critics4 ,a cu/om] may n be pleas$ ) ! /yle ( a %oe1 ! quality1 color or fit1 & w probably express t fact z a criticism4 ,nobody delights 9 receiv+ criticisms1 ( c\rse1 b j ! same x is a wise m]*ant :o consid]s ^! op9ions ( outsid]s & plans to take advantage ( :atev] good !re may be 9 !m4 ,a ^w dropp$ by a cu/om] may conta9 ! answ] to ! "q ( :y ?is or t l9e does n move4 ,a ^w f ! cu/om] conc]n+ ! k9d ( s]vice he has receiv$ may conta9 a sugge/ion to ! salesman to give m att5tion to a feature ( 8 "w he may h be5 ov]look+ & :i* may h be5 responsible = loss ( sales4 ,a great _m /ores today take advantage ( cu/om]s' criticisms by requir+ ! salesman to prep>e a record ( ea* sale t is lo/ & ! reason :y x 0 lo/4 ,e man1 reg>dless ( 8 position1 c af=d to consid] c>efully any comm5ts hav+ to d ) ! quality ( 8 "w4 ,he %\ld1 moreov]1 consid] !m ) an op5 m9d1 s t he w be 9 a position to judge ! value ( ea* sugge/ion1 r ?an simply to pass x by & try to =get x quickly because x is unfavorable r ?an a pat on ! %\ld]4 ,,/ock ,,turnov] ,a ,new ,engl& m]*ant op]at+ a c\ntry g5]al /ore made x "o ( 8 bus9ess rules t he w\ld nev] sell an article at less ?an co/4 ,8 way ( figur+ 0 t if he nev] made a sale at a loss he c\ld nev] lose money & consequ5tly 8 bus9ess 0 b\nd to prosp]4 ,& s he w5t on ye> aft] ye> fai?fully foll[+ out 8 orig9al idea1 :i* lat] became z a law to him4 ,ea* ye> contribut$ to pile up m /ock1 & ea* ye> he f\nd himself ) m dead /ock1 t /eadily decreas$ 9 value ! long] he kept x4 ,!re c\ld be only "o result foll[+ f su* a %ort-sight$ policy--! bus9ess di$ ( dry-rot4 ,x 0 !n = ! cr$itors to sell ! goods at :atev] !y w\ld br+1 & x 0 an actual fact t "s ( ! goods 7 f\nd to h be5 9 /ock = tw5ty-five & ?irty ye>s4 ,= our purpose we are int]e/$ 9 ?is exp]i5ce only z x %[s ! importance ( keep+ ! /ock mov+4 ,! old c\ntry m]*ant knew no?+ ( ! mean+ or importance ( /ock turnov]4 ,today mo/ m]*ants und]/& t a great measure ( _! success 9 trad+ is dep5d5t ^u ! ability ( ! salesm5 to sell out ! /ock promptly4 ,a pr(it is made only :5 ! goods are sold1 & !re=e ! /ore's success is measur$ by ! numb] ( times a l9e ( goods c be sold out or turn$ ov] dur+ ! c\rse ( a ye>4 ,to say t a c]ta9 l9e ( %oes has a turnov] ( f\r1 means t ! l9e is sold out & replac$ ) fre% /ock f\r times dur+ ! ye>4 ,! foll[+ is a ^w ( good advice giv5 to m]*ants on ?is important matt] ( turnov]3 ,did y ev] ?9k ( %oes z s _m doll> bills ly+ on y\r %elves8 ,picture ?is ?\ght 9 y\r m9d4 ,z long z !y repose on y\r %elves !y d n "w = y4 ,9 fact1 conv]t$ into %oes1 !y co/ money & depreciate 9 value ! long] !y /ay !re4 ,x w\ld be bett] to h real doll> bills tuck$ away 9 y\r /ock+2 y w\ld !n receive no int]e/ b !y w\ld n co/ y money4 ,keep y\r /ock mov+6 ,clean out sl[ sell]s6 ,/ock turnov] is ! secret ( success 9 conduct+ a /ore4 ,! salesman's "w has a v direct relation to ! matt] ( /ock turnov]1 =1 aft] all1 he is close/ to ! cu/om] & ^u 8 k ( ! /ock & sell+ ability dep5ds a great deal ( ! success 9 keep+ ! /ock mov+ & ( keep+ x clean ( %ort l9es & dead /ock4 ,?is is no small responsibility4 ,a k ( ! /ock is ess5tial4 ,on ! "p ( ! salesman x requires t he "k :at goods he has to (f]1 :]e he may f9d !m quickly1 _! p>ticul> m]its & special advantages f ! cu/om]'s po9t ( view4 ,,*apt] ,,xi ,,money ,,value ,,( ,,ideas ,,gett+ 8,,"u ,,8 ,,sk90 ,x is = ! salesman1 if he is to get results1 to talk to 8 cu/om] 9 t]ms ( facts & ideas--n simply 8words40 ,sometimes we he> ( a p]son :o 8talks a great deal b says no?+10 & we und]/& by ?is t 8 /atem5ts are )\t facts--t !re is no po9t to :at he says4 ,p]sonal sell+ is a matt] ( pres5t+ ! /ory to ! cu/om] 9 su* a way t he realizes he is gett+ in=mation4 ,x is = ! salesman to tell 8 /ory s t x w 8get "u ! cu/om]'s sk940 ,?is requires a c]ta9 am\nt ( orig9ality1 a k ( :at is be+ sold1 an und]/&+ ( ! cu/om]4 ,9 read+ footwe> adv]tisem5ts1 :i* are simply pr9t$ sell+ talks1 x is int]e/+ to notice h[ well ! sell+ po9ts are pres5t$ to appeal to diff]5t classes ( cu/om]s4 ,! foll[+ "o1 = in/ance1 is direct$ to m54 ,x is brief1 b 9 a few words br+s out ! /ory by emphasiz+ ! qualities ( com=t & conv5i5ce1 :i* are ( greate/ importance to mo/ m53 ,l[ %oes give y\r ankles a holiday e day4 ,p]haps russet is a bit cool]--x's easi] to c>e = anyh[4 ,o!r p ?9k m ( exact %oe fitt+1 especially if !y are hav+ tr\ble ) _! feet4 ,! ma9 sell+ po9t 9 ?is case is t ( (f]+ a %oe to d away ) fur!r tr\bles4 ,! foll[+ ad4 %[s h[ ?is 0 done4 ,! %oe salesman has ! same problem1 except t he has ! advantage ( meet+ ! buy] face to face & c tell 8 /ory 9 a little diff]5t way4 ,ev] h tr\ble ) y\r feet8 8,blank0 we>]s nev] d4 ,t's because ! 8,blank0 fits p]fectly--no p9*+1 nor pa9 = ! gr[n-ups--no de=mities = gr[+ feet4 ,! 8,blank0 %oe />ts ! foot "r & keeps x s4 ,b1 z e %oe salesman w "k1 diff]5t p h diff]5t ideas conc]n+ :at is ! feature mo/ desirable 9 a %oe4 ,to impress ! p]son :o consid]s z upp]mo/ ! matt] ( appe>ance & /yle1 ! sell+ talk is direct$ along a diff]5t l9e s z to 8get "u ! sk90 ( su* a cu/om]4 ,if y h a pretty foot & ankle1 we> a %oe t does !m ju/ice4 ,if y hav5't1 we> a %oe t makes !m look z if ! pretty foot & ankle 7 y\rs4 8,blank0 %oes = wom5 emphasize ! pretty foot1 add grace & %apel9ess to any foot4 8,blank0 %oes fit all ov]--n 9 spots4 ,!y fit ar\nd ! ankle & !y fit ar\nd ! foot1 & fit bo? ) ! smoo?ness ( a /ock+ & ! firmness ( a glove4 ,! fit ( ! ankle is = some?+ m ?an looks4 ,t graceful cu/om-made 8curve0 at ! back holds ! %oe firmly b g5tly 9 place4 ,no up-&-d[n slide--heel-hurt+ & peace-impair+--to ! 8,blank0 %oe4 ,^! sell+ appeals are all made ) ! express purpose ( meet+ ! individual desires ( diff]5t classes ( p4 ,! man :o tells ! pr9t$ /ory realizes t he _c get results 9 talk+ /yle to ! p]son :o is suff]+ f foot tr\ble1 or vice v]sa4 ,he realizes t !re are _m classes ( cu/om]s & he plans 8 sell+ talk s t x w be accept$ by ! p to :om he is talk+4 ,! salesman w realize at once t he mu/ meet ! same condition4 ,,mak+ ,,two ,,sales ,,out ,,( ,,"o ,j z x is possible = a man1 by mix+ bra9s ) 8 ef=t1 to make two blades ( grass gr[ :]e "o grew be=e1 or to gr[ two bu%els ( :eat on ! plot t =m]ly produc$ b "o1 s also ! salesman may increase 8 production ( sales4 ,) him x is a matt] ( season+ 8 ef=t ) ideas & sugge/ions t w appeal to ! cu/om] & /ir-up ! desire to buy4 ,to illu/rate3 ,! manag] ( "o ( ! f9e/ %oe dep>tm5ts 9 ! ,unit$ ,/ates has built up a big bus9ess 9 pat5t l[-cut %oes4 ,! gr[? has come ab\t l>gely ?r\gh ! application ( an orig9al b simple idea t has z its basis a positive sugge/ion to ! cu/om]4 ,! plan may be describ$ briefly by m5tion+ ! case ( a woman :o ent]s ! dep>tm5t to pur*ase a pair ( spats4 ,! salesman1 work+ on ! idea1 gets ! spats1 removes ! cu/om]'s %oes & puts on h] feet a pair ( pat5t lea!r pumps4 ,he _h1 ( c\rse1 previ\sly tak5 notice ( ! size ( ! cu/om]'s foot4 ,hav+ put on ! pat5t lea!r %oes ! salesman !n adju/s ! spats1 dropp+ j a ^w ( explanation to ! effect t spats c be judg$ to bett] advantage :5 fitt$ ov] pat5t l[-cuts4 ,! result 9 a l>ge p]c5tage ( cases is ! sale ( ! pat5t lea!r %oes z well z ! spats4 ,illu/rations )\t numb] might be m5tion$ to %[ ! g5]\s response1 9 ! way ( increas$ bus9ess1 t foll[s 9 ! pa? ( intellig5t ef=t4 ,"s ( ^! ! salesman might well use1 )\t v>iation1 9 8 daily "w2 o!rs he might improve to meet m closely ! dem&s ( 8 own trade4 ,h[ev]1 ! greate/ good w come to ! salesman :o uses ^! illu/rations z a guide r ?an z a model to be copi$ l9e = l9e4 ,an incid5t wor? m5tion+ is t ( a g5tleman accompani$ by 8 wife & two *ildr5 :o ent]$ a %oe dep>tm5t to pur*ase a pair ( canvas %oes = ! lady4 ,x 0 9 ! e>ly spr+ & ! family 0 />t+ (f to sp5d "s "t 9 ! c\ntry4 ,:ile s]v+ ! woman ! salesman notic$ t ! husb& 0 we>+ heavy w9t] %oes1 & aft] complet+ ! fir/ sale he sugge/$ a 8pair ( com=table canvas %oes = all-ar\nd c\ntry use10 & m5tion$ t a new l9e _h rec5tly be5 receiv$4 ,he 0 !n quickly on 8 way to select a desirable %oe1 & by ! "t he return$ ! cu/om] _h half decid$ t he probably w\ld be mu* m com=table ) a pair ( light %oes4 ,! feel ( ! %oe ^u 8 foot s]v$ to complete 8 decision--& ! sale foll[$4 ,a bright rem>k on ! salesman's "p to ! effect t he c\ld furni% 8two pairs ( %oes = ! price ( ! "o j b\ght0 0 an orig9al way ( sugge/+ %oes = ! two *ildr54 ,x appeal$ to ! cu/om] & ano!r sale 0 made4 ,fur!rmore1 ! cu/om] 0 m pleas$ ) hav+ pur*as$ ! f\r pairs ?an he w\ld h be5 ) only ! "o he _h fir/ plann$ to buy4 ,x is out ( ! "q to sugge/ t ?is plan or any o!r w\ld produce results 9 e in/ance--e salesman kn[s t x w\ld n4 ,on ! o!r h&1 x does v cle>ly po9t out h[ intellig5t ef=t on ! salesman's "p c be turn$ into sales :5 prop]ly direct$ to meet ! ne$s ( ! individual cu/om]4 ,,advantages ,,( ,,an ,,extra ,,pair ,!re is probably n "o cu/om] 9 fifty :o und]/&s :y x is to 8 advantage to be provid$ ) an extra pair ( %oes4 ,mo/ cu/om]s w\ld agree t1 = ! sake ( v>iety1 x w\ld be well to h ano!r pair s t !y might alt]nate 9 we>+ diff]5t %oes4 ,b !y d n realize t !re is actually an advantage ( money sav+ to be ga9$4 ,x is = ! salesman to (f] a def9ite reason = ! pur*ase ( a second pair4 ,if ! %oes are all[$ to 8re/0 e o!r day or p]haps = two days aft] ea* "t !y are worn ! we>+ life w be mu* great]4 ,by regul>ly *ang+ (f 9 ?is way1 opportunity is giv5 = ! foot p]spiration to dry out be=e x is able to cause any damag+ effect ^u ! lea!r & fabric1 especially t on ! inside ( ! %oe4 ,9 addition1 !re is ! sanit>y advantage4 ,mo/ p live 9 _! %oes ab\t sixte5 h\rs a day & dur+ t "t subject !m to a v>iety ( conditions ( cold1 heat & dampness4 ,f ! /&po9t ( sanitation1 x is z important to provide suffici5t v5tilation = ! %oe z x is to d s = ! rooms 9 :i* we live4 ,,clos+ ,,! ,,sale ,,9 ,,! ,,/ore ,satisfaction on ! "p ( ! cu/om] is ! basis ( successful m]*&is+4 ,e wide-awake salesman & deal] realizes ?is fact1 & makes x a "p ( 8 sell+ policy to insure ! cu/om]'s entire satisfaction1 z f> z x is humanly possible to d s4 ,! mi/ake sometimes is made1 9 try+ to please a cu/om]1 to leave an unnecess>y op5+ = dissatisfaction4 ,= in/ance1 ! salesman might make ! rem>k to an undecid$ cu/om]1 8,take !m home & if !y are n j :at y want1 br+ !m back40 ,! sugge/ion is made ) ! be/ int5tion to s]ve well4 ,b !re is 9 x ! g]m ( indecision :i* may lat] develop into dissatisfaction & cause ! cu/om] to return ! goods :5 !re may be no occasion = x4 ,! "t = ! salesman to complete ! sale is :5 he has ! cu/om] be=e him1 face to face4 ,!re are exceptions to ! rule1 b 9 g5]al if ! cu/om] _c decide favorably :5 he has ! b5efit ( ! salesman's advice & sugge/ion1 x is n likely t he w be able to d s lat]4 ,to sugge/ a decision lat] is ! salesman's admission t he has n complet$ ! sale4 ,:at ! buy] requires is m sell+ ef=t1 r ?an m "t s t he may ?9k x out = himself4 ,clos+ ! sale 9 ! /ore means to le>n j :at ! objections are t are hold+ up ! decision1 & !n to pres5t sell+ facts s t ! objections w be ov]come & ! sale w foll[ naturally4 ,if ! cu/om] is told to "w out 8 own salvation by decid+ lat]1 x is likely t 8 objections w take on great] proportions1 :ile ! advantages mu/ fade into ! backgr\nd4 ,! result !n is t ! goods w be return$1 & ei!r ! bus9ess is lo/ altoge!r or else ! ef=t to sell mu/ be comm5c$ all ov] aga94 ,a sale t is complet$ :5 ! cu/om] fir/ calls is good bus9ess = ! salesman4 ,to ! cu/om] x is ev5 m satisfy+1 = ! reason t he is put to no inconv5i5ce 9 return+ ! pair fir/ b\ght & 9 select+ "s o!r4 ,he is also m favorably impress$ ) ! salesman's ability to sell & 8 und]/&+ ( ! goods be+ (f]$4 ,,gett+ ,,bus9ess ,,f ,,outside ,,fri5ds ,:5 a salesman enc\rages bus9ess ) outside fri5ds he is ju/ifi$ 9 8 feel+ t he is (f]+ a high] quality ( p]sonal s]vice ?an ! fri5d w\ld receive at any o!r /ore :]e he is unkn[n to ! salesman4 ,to beg9 )1 !re is a bett] basis ( und]/&+ betwe5 ! buy] & ! sell]4 ,! salesman kn[s q def9itely :at 8 fri5d desires 9 /yle1 fit1 quality1 & he may "k 8 price limitations4 ,fur!rmore1 !re is a natural p]sonal int]e/ 9 ! cu/om] t mu/ surely result 9 8 receiv+ ! maximum ( s]vice4 ,^! are advantages to be ga9$ by ! fri5d4 ,! salesman has ! advantage ( an enl>g$ li/ ( regul> cu/om]s z a result ( a simple ann\ncem5t t he is 9 ! %oe bus9ess & t he w\ld l to h a call f 8 fri5ds4 ,along ! same l9e may be consid]$ ! sugge/ion sometimes made by ! salesman to ! effect t 8,i we> ?is /yle myself40 ,a po9t su* z ?is w\ld c>ry weight ) a close p]sonal acqua9tance ( ! salesman & w\ld be well wor? br++ out :5ev] necess>y4 ,h[ev]1 to cu/om]s :o are n p]sonally acqua9t$ ) ! salesman x w\ld probably seem out ( place1 & w\ld c>ry no weight 9 br++ ab\t a decision4 ,r ?an run ! risk ( be+ misund]/ood x w\ld be bett] = ! salesman to omit1 z mu* z possible1 p]sonal ref]5ce f 8 sales talk4 ,,telephone ,,salesman%ip ,m & m ! advantage ( ! telephone z a means ( gett+ bus9ess is com+ to be realiz$ by %oe salesm5 :o are alive to ideas4 ,) a li/ ( 8 cu/om]s' telephone numb]s ! salesman is 9 a position to place himself & 8 /ory be=e any "o ( !m )9 a mom5t's notice4 ,he may h an ann\ncem5t ( ! receipt ( a new l9e ( /yles :i* he kn[s w especially appeal to ! cu/om]1 or p]haps ! salesman may h 9 /ock a special-value %oe ( ! cu/om]'s size t he w be int]e/$ to see4 ,x may be an advance ann\ncem5t ( a sale1 or any "o ( a doz5 items ( special int]e/ to a buy]4 ,! telephone is at ! salesman's elb[4 ,x is z easy = him to tell 8 /ory to ! cu/om] z x is = him to 8talk ab\t ! wea!r0 to ! man /&+ alongside ( him4 8,good-morn+1 ,mrs4 ,br[n1 ?is is ! ,progressive ,%oe ,/ore--,mr4 ,smi? talk+4 ,y w be int]e/$ to "k t we h today receiv$ our complete l9e ( spr+ /yles4 ,!re are two or ?ree ( ! models ,i "k w appeal to y especially40 444 8,w$nesday8 ,v well1 ,i'll h !m ready to %[ :5 y call40 ,! cu/om] appreciates g5u9e s]vice ( ?is k9d4 ,x requires j a mom5t ( ! salesman's "t1 b produces big results 9 ! =m ( increas$ bus9ess1 & x e/abli%es ! good-w ( ! cu/om]1 bo? 9 ! /ore & ! salesman4 ,,p]sonal ,,lett] ,x requires some:at m "t & a little extra ef=t on ! salesman's "p to write a %ort1 p]sonal lett] to 8 cu/om]s to accompany ! season's ann\ncem5t4 ,! telephone c be employ$1 p]haps1 ) less ef=t1 b x is n always possible to make use ( ?is means ( gett+ 9 t\* ) cu/om]s4 ,!re are "s buy]s :o live out ( t[n1 & o!rs :o _c be rea*$ by telephone--b ! mails g ev]y:]e4 ,! p]sonal lett] has its advantage 9 t x makes a m la/+ impression on ! cu/om]'s m9d4 ,x is ( a m p]man5t nature & is consequ5tly less easily =gott54 ,also x s]ves to get ! salesman's "n be=e ! cu/om] 9 su* a way t x w be rememb]$4 ,x is a kn[n fact t p rememb] :at !y read = a long] "t ?an !y d ! ?+s !y he>4 ,?is is no small matt] f ! /&po9t ( ! salesman1 because he is cont9ually work+ to s+le himself out f all o!r %oe salesm5 9 ! m9d ( ! cu/om] & ?us to build up a p]sonal foll[+ ( 8 own4 ,a %ort1 bus9ess-l lett] w g a long way t[>d e/abli%+ su* a relation%ip4 ,,salesman%ip ,,& ,,display ,,fixtures ,! inside display case is ! %oe /ore's op5 picture book4 ,almo/ ev]yone enjoys look+ at pictures1 :i* is prov$ by ! success ( ! mov+-picture %[4 ,7 ! salesman m]ely to say1 9 sugge/+ an additional pur*ase1 t he has a pretty su$e pump ( a new model1 he c\ld n d m ?an ar\se a mild int]e/4 ,on ! o!r h&1 if1 ) ! aid ( ! display case1 he is able to br+ ! %oe directly to ! cu/om]'s notice he at once has int]e/ & 8 /atem5ts !n are n m]e words1 b facts4 ,v (t5 ! t5d5cy is to let ! %[ case tell its own /ory2 to take x = grant$ t if ! cu/om] sees :at he wants he w say s & buy x4 ,b t1 g5]ally1 is n :at happ5s4 ,mo/ p are incl9$ to hold back 9 mak+ a decision to sp5d money1 ev5 ?\gh !y realize _! ne$ = ! goods4 ,a ^w f ! salesman to bridge ov] ! gap _m times is all t is requir$ to complete ! sale4 ,display fixtures are me*anical & h _! purpose to r$uce ! salesman's physical ef=t 9 %[+ ! goods4 ,!y d n take ! place ( ! salesman b s]ve z 8 conv5i5ce to %[ m & to sell m goods4 ,x does n take a great deal ( extra ef=t to f9i% (f ! sale ( a pair ( %oes ) an additional sale ( %oe trees1 hosi]y1 %oe dress+ or "s o!r f9d+s1 b ! bus9ess am\nts to a sub/antial figure 9 ! c\rse ( a mon?4 ,,exagg]ation ,j z x is important = ! salesman to develop positive1 money-mak+ ideas1 x is necess>y = him to gu>d aga9/ any?+ 9 8 sell+ talk t w result to dead5 ! cu/om]'s confid5ce4 ,l9coln v wisely said1 ) 8 orig9al knack ( express+ ! po9t s t no "o c\ld miss x1 t 8y c fool all ! p "s ( ! "t1 y c fool "s ( ! p all ! "t1 b y c't fool all ! p all ! "t40 ,n9ety-n9e p] c5t ( ! cu/om]s are 9 ! class ( p :o may be fool$ once b :o make x _! special bus9ess to gu>d aga9/ x ! second "t4 ,exagg]ation is "o way ( fool+ ! cu/om]4 ,!re are times :5 a sale might be clos$ m quickly by /ret*+ ! tru?1 b ! advantage to ! salesman & ! /ore _c be la/+ on su* a basis4 ,:5 ! cu/om] le>ns t he has be5 fool$1 & 9 mo/ cases he w f9d x out1 8 fur!r bus9ess w v likely be lo/ =ev]4 ,! cu/om] has be5 giv5 a j cause = grievance & x w be necess>y to ov]come 8 /rong prejudice be=e he c be br\ght into ! /ore aga94 ,he w nev] entirely =get ! occurr5ce ev5 ?\gh he might ov]look x = ! "t be+4 ,moreov]1 x w surely be reviv$ 9 8 m9d at a lat] "t ^u any slight indication ( :at might seem to be an attempt at unfair treatm5t4 ,exagg]ation is l>gely a matt] ( habit4 ,if ! salesman all[s himself to /ret* a po9t today & he f9ds t x works1 ! *ances are t he w try ! same trick a second & a ?ird "t1 until f9ally ! exagg]ation comes to him s naturally t he does n realize he is fool+ ! cu/om]4 ,on ! o!r h&1 x is a matt] ( habit also to cultivate hone/y & squ>e deal+4 ,if ! cu/om] is giv5 ! true facts 9 ! fir/ place x means t !re c be no come-back--t he w "k :at to expect ( ! goods he has b\ght & t he w respect ! man :o sold !m1 :5 he f9ds t !y come up to 8 expectations4 ,,=c$ ,,sales ,ano!r po9t ( importance along ?is g5]al l9e ( ?\ght is t ( gu>d+ aga9/ =c$ sales4 ,once 9 a great :ile x may happ5 t a salesman does n h 9 /ock ! %oe he kn[s ! cu/om] %\ld h4 ,p]haps ! cu/om] may h a foot ( su* unusual %ape t x requires ei!r a cu/om-made %oe or "s special model n c>ri$ 9 /ock4 ,ev5 ?\gh ! salesman 7 to =ce on su* a man a pair ( %oes t w\ld n give him s]vice1 !re c\ld be no p]man5t advantage4 ,if ! cu/om] did n lat] return ! %oes = a claim he w\ld probably pocket 8 loss ) ! feel+ t he _h be5 beat54 ,c4 ,a4 ,reynolds1 presid5t ( ! ,key/one ,lea!r ,company1 ,camd51 ,new ,j]sey1 :o1 z a "y man1 0 a retail %oe salesman1 tells ( an exp]i5ce ( 8 t illu/rates ?is po9t4 ,a cu/om] ent]$ ! /ore1 ask$ to be fitt$1 & expla9$ t he 0 hav+ consid]able tr\ble ) 8 feet4 ,^u exam9+ ! foot ! "y salesman 7:o 0 ,mr4 ,reynolds7 notic$ t x 0 ( su* a %ape & 9 su* a condition z to require a special type ( %oe t 0 n kept 9 /ock4 ,! salesman frankly expla9$ ! facts & !n advis$ ! cu/om] :]e he c\ld get ! %oe he ne$$4 ,! sale _h be5 lo/1 b ! cu/om] 0 pleas$ because he f\nd :at he want$ 9 ! /ore to :i* he _h be5 direct$4 ,he return$ to ?ank ! "y man = 8 advice4 ,& he did m2 he lat] br\ght 8 wife & ?ree *ildr5 to be fitt$ :]e he knew !y w\ld receive s]vice4 ,x 0 a matt] ( los+ "o cu/om] to ga9 f\r4 ,! exp]i5ce illu/rates ! diff]5ce betwe5 ! %ort-sight$ policy ( 8a sale at any co/10 & ! true basis ( sell+ on ! f\ndation ( s]vice4 ,,*apt] ,,xii ,,! ,,salesman',s ,,responsibility ,,sell+ ,p4,m4 ,,goods ,,purpose ,,( ,,! ,p4,m4 ,among retail m]*ants !re has 9 ! pa/ be5 a great deal ( discussion conc]n+ ! advantages & disadvantages ( ! sy/em ( (f]+ ! salesman special premiums = ! sale ( c]ta9 ( ! goods 9 /ock4 ,probably e %oe salesman kn[s t ,p4,m4 is an abbreviation = ! t]m ,premium ,m]*&ise1 ,premium ,money1 or1 z x is sometimes kn[n to ! salesman1 8p9 money40 ,x repres5ts a special commission (f]$ ! salesman = ! sale ( c]ta9 specifi$ goods4 ,9 e /ore !re is "s ( ! /ock t calls = extra ef=t & skill on ! "p ( ! salesman 9 dispos+ ( x4 ,! goods may be sl[-sell+ l9es1 discont9u$ or brok5 /yles1 extreme sizes & wid?s1 or 9 "s in/ances ! premium may be plac$ on c]ta9 grades ( high] pric$ goods4 ,:atev] ! reason may be 9 ! individual case1 ! premium is (f]$ z an inc5tive to ! salesman to put =? extra ef=t to move ! ,p4,m4 /ock4 ,f ! /&po9t ( good m]*&is+ x is important = ! retail] to turn ov] 8 /ock z quickly & z (t5 z possible = ! reason1 z already m5tion$1 t ! pr(it is made only :5 ! goods are sold & t capital ti$ up 9 dead /ock is wa/eful4 ,by keep+ a daily record ( sales accord+ to sizes & /yles1 ! manag] is able to tell at a glance j :i* goods are mov+ & :i* are ! 8%elf-w>m]s40 ,"s /ores1 :5 x is f\nd t a %oe has n mov$ )9 ?irty or sixty days1 imm$iately make inquiries to det]m9e ! reason4 ,if x is f\nd t !re h be5 objections to ! %oe1 express$ by ! cu/om]1 & if ! managem5t decides t ^! w p]man5tly int]f]e ) sales1 ! goods are at once class$ z ,p4,m4's & arrangem5ts are made to dispose ( !m promptly4 ,! tru? is t ! long] goods ( ?is k9d rema9 9 /ock ! m difficult x w be f9ally to get rid ( !m4 ,,advantages ,9 favor ( ! premium sy/em may be m5tion$ ! fact t x is an effective means ( keep+ ! %elves clean1 at all times1 ( dead /ock4 ,to ! h\se x means a small] pr(it on ! sale z a result ( ! extra commission paid ! salesman1 b ?is is m ?an ov]balanc$ by ! fact t goods are be+ /eadily kept mov+ & t !re w\ld result an ev5 great] loss if !y 7 all[$ to rema9 9 /ock indef9itely4 ,! p>ticul> advantage to ! salesman is t he is enc\rag$ to sell goods t require on 8 "p a high] degree ( salesman%ip ?an t call$ = 9 sell+ ! popul> l9es4 ,!n1 ( c\rse1 !re is ! evid5t advantage he has to increase 8 e>n+s to ! ext5t ( ! premium4 ,,disadvantages ,x is n to be expect$ t ! ,p4,m4 sy/em has all advantages 9 its favor1 & none ( ! disadvantages to (fset !m4 ,inde$1 !re are _m retail]s today :o are v /rongly oppos$ to ! premium sy/em & :o w n introduce x into _! own organizations1 on ! gr\nd t x works aga9/ ! be/ int]e/s ( ! cu/om]4 ,! opposition is bas$ on ! claim t ! t5d5cy to e>n ! rew>d is s great on ! "p ( ! salesman t !re is ! likelihood t ! cu/om] w be prevail$ ^u to buy goods t are n be/ suit$ to 8 ne$s4 ,9 o!r words1 ! inexp]i5c$ salesman w h =emo/ 9 8 m9d ! fact t a c]ta9 %oe be>s a ,p4,m41 & 9 ord] to e>n ?is = himself he w adopt ! %ort-sight$ policy ( sell+ ! %oe to ! cu/om]1 ev5 ?\gh he may "k x to be ! "o n be/ suit$4 ,if ! salesman %\ld all[ himself to be influ5c$ 9 ?is way 9 ord] to e>n a small commission1 x is c]ta9ly true t ! premium sy/em w\ld be a failure4 ,x w\ld be a great deal bett] to h ! dead /ock on ! %elves ?an to all[ ! cu/om]s to be badly s]v$4 ,! result w\ld be to lose ! cu/om]1 & ?is1 ( c\rse1 w\ld be fatal to ! bus9ess if ! sy/em 7 all[$ to cont9ue4 ,x is f 8repeat0 bus9ess t ! /ore makes its s\nde/ pr(its1 & x is also f 8repeat0 bus9ess t ! salesman e/abli%es himself z a big sales produc]4 ,he _c af=d to all[ a small tempor>y ga9 9 ! =m ( a premium to /& 9 ! way ( 8 future developm5t & success z a salesman4 ,,salesman',s ,,attitude ,,t[>d ,p4,m4',s ,mr4 ,willson ( ,rice ,hut*9s makes ! foll[+ sugge/ions conc]n+ ! salesman's prop] attitude t[>d premium goods3 ,9 8 s]vice to ! cu/om]1 ! successful salesman w consid] fir/1 ! cu/om]'s int]e/s2 second1 ! firm's2 & f9ally1 8 own4 ,?is is ! basis ( true s]vice4 ,z we s]ve1 s %all we pr(it4 ,s]vice & n self is ! basis on :i* ! success ( pres5t-day bus9ess is built4 ,! salesman :o has set a high /&>d = himself w use ,p4,m4's 9 ! prop] way--z an inc5tive to le>n ! /ock & to improve ! quality ( 8 own "w4 ,! broade/ m9ds 9 ! retail m]*&is+ field w tell y t ! mo/ capable salesman w sell1 fir/1 ! goods t h be5 9 /ock ! longe/1 discont9u$ or brok5 /yles & ! high] grades ( m]*&ise--:5ev] ^! goods w prop]ly s]ve to satisfy ! pur*as]4 ,! ,p4,m4 sy/em is int5d$ z a means ( /imulat+ ! salesman's ability to s]ve & to satisfy ! cu/om]4 ,if y1 z a salesman1 d n plan = ! /eady improvem5t ( y\r "w day by day1 y w fail1 :e!r y are work+ on ! ,p4,m4 sy/em or any o!r sy/em4 ,:5 prop]ly und]/ood by ! salesman1 ! premium plan enc\rages bett] s]vice1 bett] bus9ess1 bett] salesm51 bigg] pr(its = ! /ore & bigg] e>n+s = ! salesman4 ,,returns1 ,,ex*anges ,,& ,,adju/m5ts ,,! ,,cu/om]',s ,,frame ,,( ,,m9d ,! responsibility ( meet+ & br++ ab\t a settlem5t ) ! cu/om] :o pres5ts a claim = adju/m5t1 ex*ange or return is g5]ally plac$ 9 ! h&s ( ! /ore manag] or an assi/ant4 ,h[ev]1 ?is important matt] w be consid]$ "h = ! reason t e %oe salesman1 al?\gh he may n at pres5t be hold+ ei!r ( ^! positions1 is look+ =w>d & prep>+ to assume ! great] responsibility4 ,= t reason he has a special int]e/ 9 ?is subject ( compla9ts & adju/m5ts4 ,:5 ! cu/om] returns to ! /ore = ! special purpose ( regi/]+ a compla9t conc]n+ ! goods1 he sometimes has ! feel+ t he has be5 unfairly treat$4 ,he may h ! suspicion t an imp]fect article 0 int5tionally sold to him because he seem$ 8easy40 ,9 fact1 if he ?9ks ab\t x long en\gh1 he w probably recall t :5 he made ! pur*ase ! salesman sp5t "s extra "t look+ ov] ! /ock--& be=e long ! cu/om] w conv9ce himself t ! selection 0 made f a job lot4 ,he may decide t he has _h palm$ (f on him a %oe t 0 a 8second10 & t x 0 done delib]ately4 ,no?+ b imag9ation on 8 "p1 ( c\rse1 b 9 a great _m in/ances ^! are ! ?\ghts t g ?r\gh a cu/om]'s m9d if he is dissatisfi$ ) a %oe or if x has fail$ to give him prop] we>+ s]vice4 ,he approa*es ! /ore ) fire 9 8 eye1 & is all key$-up to meet opposition4 8,i'm n at all satisfi$ ) ^! %oes2 !y are imp]fect & ,i expect y to make good10 he blurts out & expects a simil> reply4 8,i'm oblig$ to y1 ,mr4 ,jones1 = br++ !m back s t we may get at ! cause ( ! tr\ble10 is ! salesman's reply--& ! cu/om] is at once )\t def5ce4 ,he has plann$ to meet opposition b f9ds t ! salesman is ) him r ?an aga9/ him1 & ! "o-sid$ argum5t has end$4 ,! cu/om] is !n 9 a frame ( m9d to li/5 to reason4 ,a brief explanation to tell him ( ! special c>e t is ex]cis$ 9 ! inspection ( %oes is (t5 a good means ( e/abli%+ ! cu/om]'s future bus9ess on a p]man5t basis4 ,expla9 to him1 = example1 t 8a rigid inspection ( all %oes is made z !y arrive1 & nev] is any?+ all[$ to g into /ock :5 !re is ! slighte/ indication ( weakness--/ill we _c always tell :at is und]nea? ! surface ( ! lea!r4 ,( c\rse1 9 cutt+ %oes only select$ sk9s are us$1 b ev5 ) ?is extra precaution occasionally a weak spot is f\nd 9 a sk9 aft] ! %oes are worn40 ,^! are features ( s]vice ! cu/om] receives & /ill 9 mo/ cases he kn[s no?+ ab\t !m4 ,! opportunity is (f]$ 9 a case ( ?is k9d to impress ^u him ! facts & ?us to /r5g!n 8 confid5ce 9 ! ability ( ! salesman & ! /ore to s]ve him well 9 ! future4 ,,returns ,!re is a /ory ( an old woman :o _h h] small sav+s 9 a bank :i* 0 report$ to be 9 difficulties4 ,at once %e />t$ out & appe>$1 bank book 9 h&1 be=e ! pay+ tell]'s w9d[4 8,h y got my money 9 !re80 %e inquir$4 8,yes1 madam1 d y wi% to )draw x80 8,well1 if y've got x ,i won't bo!r1 b if y hav5't got x1 ,i want to take x out40 ,(t5times ! circum/ances are mu* ! same ) ! cu/om] :o asks = p]mission to return goods4 ,9 g5]al1 retail m]*ants h f\nd x to be ! be/ policy to %[ a will+ness to grant *e]fully & quickly ! p]mission &1 9 a ca% bus9ess1 to refund ! money4 ,?is is a "p ( ! /ore's s]vice to its cu/om]s & 9 e in/ance x w make a favorable & la/+ impression4 ,:5 ! cu/om] is satisfi$ 9 ?is way x means t o!r pur*ases w %ortly foll[1 if x is n possible to make ano!r sale at once4 ,,ex*anges ,! return or ex*ange ( any goods t h be5 damag$ or abus$1 unless !re is 9 !m an imp]fection1 %\ld be c>efully gu>d$ aga9/4 ,if ! goods are imp]fect & are n up to /&>d !re is e reason = all[+ ! return or ex*ange1 b !re is no good reason :y ! /ore %\ld be call$ ^u to pocket a loss z a result ( ! cu/om]'s *ange ( m9d aft] hav+ us$ or abus$ ! goods4 ,conc]n+ ! return ( goods t may be resold )\t loss1 x is a r g5]al policy to p]mit an ex*ange )\t c]emony & to d x *e]fully & promptly4 ,! idea beh9d ?is is t ! cu/om] has e "r to *ange 8 m9d reg>d+ ! pur*ase4 ,! fact t he has previ\sly be5 fitt$ & sold %\ld 9 no way ent] into consid]ation to limit ! am\nt or quality ( s]vice (f]$ on ! ex*ange sale4 ,?is is ano!r ref9em5t ( ! broad bus9ess pr9ciple ( giv+ ! cu/om] j a little m ?an he may be entitl$ to4 ,x pays1 h[ev]1 = ! reason t x e/abli%es a s\nd] basis ( bus9ess fri5d%ip & good-w4 ,x is cle>1 ( c\rse1 t if ! cu/om] %\ld %[ a desire to ex*ange a %oe = "o less desirable f ! /&po9t ( fit & com=t1 ! salesman w\ld (f] ! b5efit ( 8 m exp]t k by expla9+ ! facts1 )\t insi/+4 ,,adju/m5ts ,!re c be no h>d & fa/ rules laid d[n conc]n+ ! ext5t or am\nt t %\ld be all[$ on claims = all[ances4 ,! pr9cipal po9t is to meet ! cu/om] on ev5 gr\nd :5 ! claim is made1 & z already1 m5tion$1 to get him 9 ! prop] frame ( m9d s t he w be 9 condition to ?9k on a reasonable basis & )\t prejudice4 ,frank ,butt]wor?1 /ore sales manag] = ! ,regal ,%oe ,company1 makes "s practical sugge/ions conc]n+ adju/m5ts3 ,our policy1 l t ( o!r progressive retail]s1 is t 8! cu/om] is always "r40 ,we h confid5ce t ! av]age ,am]ican wants to play fair4 ,= t reason we make x a g5]al cu/om to let ! cu/om] adju/ 8 own compla9t4 ,exp]i5ce has %[n t our idea ( :at is a reasonable am\nt to be all[$ on a claim is (t5 l[] ?an ! cu/om]'s e/imate4 ,on ! o!r h& !re are j z _m cases :]e ! actual co/ ( settl+ a claim is less :5 ! adju/m5t is left to ! cu/om]4 ,aft] mak+ settlem5t ( ! claim our policy is always to resell ! worn %oes to ! cu/om]4 ,we believe t ev5 9 _! unsatisfactory condition1 !y are wor? m to ! cu/om] ?an to anyone else & t x is to ! advantage ( ! cu/om]1 ourselves & ! :ole %oe indu/ry to get all ! use possible out ( e foot ( lea!r t goes into %oes4 ,,co-,,op]ation ,,team ,,"w ,co-op]ation is a matt] ( pull+ toge!r s z to produce ! be/ results = ev]yone conc]n$4 ,x requires t ev]yone 9 ! organization %all "w z a unit = ! common good ( ! cu/om]1 ! /ore & ea* p]son 9 ! /ore4 ,a salesman _c hope = results by try+ to "w indep5d5tly ( 8 fell[ work]s1 ! (fice1 ! managem5t & ! :ole /ore sy/em4 ,a mo/ important feature ( co-op]ation is t call$ = 9 cases :]e x is necess>y to turn ov] a cu/om] to "s o!r salesman to complete ! sale4 ,x is a valuable salesman :o realizes1 ev5 be=e ! cu/om] himself1 t !re is a lack ( int]e/ or confid5ce on ! "p ( ! cu/om]4 ,!re are times :5 he %\ld be turn$ ov] f "o salesman to ano!r4 ,:5 ! cu/om] fir/ %[s any re/lessness & is n j satisfi$ ) ?is1 t or ! o!r /yle t has be5 %[n him ! salesman has 8 fir/ cue4 ,he %\ld n wait until he has %[n ! entire /ock ( m]*&ise4 ,he owes x to 8 team p>tn] to leave some?+ = him to "w )4 ,! transf]r+ ( a cu/om] to ano!r salesman does n necess>ily mean t ! second man is m capable ?an ! fir/4 ,if ! sale is complet$ by ! turnov] man x may mean simply t 8 mann] ( approa* & sell+ talk is m to ! lik+ ( t p>ticul> cu/om]4 ,p h special pref]5ces = diff]5t /yles ( clo!s or k9ds ( read+4 ,ev5 ! be/ ( salesm5 w h _! occasional difficulties due simply to ! fact t _! p]sonalities or me?ods ( sell+ d n h>monize ) ! views & pref]5ces ( ! cu/om]4 ,z a g5]al rule ! salesman :o turns bus9ess to 8 team p>tn] w (t5 f9d t !re are j z _m in/ances :5 8 p>tn] w f9d x necess>y to d likewise4 ,= ?is reason ! "q is n s mu* "o ( salesman%ip z x is ( giv+ ! cu/om] ! k9d ( s]vice t pleases him mo/ & t secures 8 bus9ess4 ,! salesman w\ld n be do+ himself full ju/ice if he did n make a special ef=t to det]m9e = 8 own good :e!r !re _h be5 any "p ( 8 sell+ ef=t t 0 weak & t may h be5 responsible = ! cu/om]'s lack ( confid5ce4 ,p]haps he _h misjudg$ :at 0 want$ 9 ! matt] ( /yle or quality or p]haps he _h n be5 positive en\gh 9 8 ef=ts4 ,he may h be5 only lukew>m ) ! cu/om] :o ne$$ to be assi/$ 9 mak+ a decision or he may h be5 too insi/5t ) ! man :o pref]r$ to d 8 own decid+4 ,x is well = ! salesman to le>n ^! ?+s at ! "t s t he w be 9 a position to pr(it by ! exp]i5ce & /eadily improve ! quality ( 8 "w4 ,a few m9utes sp5t 9 go+ ov] ! circum/ances ) ! salesman :o complet$ ! sale w be f\nd to be well wor? ! "t & ef=t f ! /&po9t ( bett] bus9ess made possible ?r\gh ! ability to und]/& & s]ve all classes ( cu/om]s4 ,,pull+ ,,toge!r ,,) ,,o!r ,,dep>tm5ts ,! managem5t ( ! /ore or dep>tm5t may provide = team "w among ! salesm5 b x is = ! m5 !mselves to det]m9e ! degree ( success !y are to h 9 work+ toge!r4 ,no man c be a g5u9e success :o _c pull toge!r ) ! m5 ar\nd him4 ,friction among ! m5 & wom5 :o make up a bus9ess organization is l friction betwe5 p>ts mak+ up a ma*9e4 ,x results 9 we>+ out ! p>ts t are n work+ prop]ly & x ret>ds ! "w ( ! :ole ma*9e4 ,any man 9 ! organization :o tries to "w alone & 9 disreg>d ( ! o!r p>ts ( ! bus9ess ma*9e is b\nd to cause friction1 & z a result ( ?is he w we> himself out & limit ! advancem5t to :i* he w\ld o!rwise be entitl$4 ,! salesman %\ld pull toge!r ) ! adv]tis+ dep>tm5t4 ,he %\ld make x "p ( 8 job to /udy ! /ore adv]tisem5ts z soon z !y appe> s t he may fully und]/& all ! sell+ po9ts ( ! goods adv]tis$ & s t he may "k exactly :at ! cu/om] has 9 m9d :5 he calls = a p>ticul> /yle or quality adv]tis$4 ,?is is "p ( ! salesman's responsibility to himself & 8 job1 provid$ he is s]i\s en\gh ab\t x to figure beyond ! weekly pay envelope & to plan ea* day's "w s t x w s]ve z a /epp+ /one to ! position ( great] responsibility--t[>d success1 :i* is ! goal ( e r$ blood$ & cle> ?9k+ man & woman 9 bus9ess4 ,! salesman %\ld actually /udy e piece ( adv]tis+ matt] put out by ! /ore1 :e!r x be a catalogue1 sales lett]1 newspap] ann\ncem5t or w9d[ display c>d4 ,! int]e/$ cu/om] w /udy ! ads41 & surely ! salesman _c af=d to d any less4 ,n only %\ld he /udy ! adv]tis+ ( 8 own /ore b he %\ld make himself famili> ) :at is be+ done by o!r /ores 9 ! same l9e4 ,no man1 no matt] h[ capable he may be1 is beyond ! po9t :]e he c pr(it by ! exp]i5ce & ideas ( o!r m54 ,! salesman :o is alive to 8 responsibility & :o is pull+ toge!r ) o!r dep>tm5ts ( ! bus9ess w (t5 be able to make valuable sugge/ions bas$ ^u ideas t he has ga!r$ outside ! bus9ess4 ,e advancem5t t has ev] be5 made 9 bus9ess1 9 sci5ce & e o!r bran* ( ! _w's "w1 has be5 ! result ( an idea ( "s "o :o 0 able to look a little fur!r ahead ?an ! rank & file ( o!r p ar\nd him4 ,! salesman's idea may be "o to improve ! /yle ( adv]tis+ or x may be an idea on "s improv$ me?od ( /ock arrangem5t1 w9d[ display1 deliv]+ ! goods1 or meet+ objection on ! "p ( ! cu/om]4 ,!re are doz5s ( su* opportunities = improvem5t 9 e bus9ess b !y come only to ! man :o has 8 net out to cat* !m4 ,9 o!r words1 ! salesman mu/ g half way to meet !m by tak+ ! tr\ble to look ar\nd ) an obs]v+ eye & by ?9k+ along ! l9e ( improvem5t1 bo? = himself & ! bus9ess ) :i* he is associat$4 ,! two are s closely relat$ t a man _c advance ! int]e/s ( ! bus9ess )\t advanc+ 8 own int]e/s also4 ,an orig9al idea is "o ( ! mo/ valuable ?+s 9 bus9ess4 ,! man :o c produce x is ! director ( 8 future4 ,,work+ ,,9 ,,h>mony ,,) ,,! ,,/ore ,,sy/em ,9 e organization1 bus9ess or o!rwise :]e !re are a numb] ( p work+ toge!r x is ess5tial t !re be provid$ a c]ta9 fix$ me?od ( op]ation to insure ! be/ results ?r\gh\t4 ,a transaction is n complete :5 ! salesman makes ! sale4 ,x mu/ be foll[$ up1 = in/ance1 ) c]ta9 v important "w 9 ! (fice dep>tm5t4 ,records ( sales & cu/om]s' *>ge acc\nts1 /ock records & reports ( v>i\s k9ds mu/ be prep>$ = ! managem5t4 ,all ^! ?+s are ess5tial--no bus9ess c get its full %>e ( success unless x has ! b5efit ( correct /atem5ts conc]n+ pres5t conditions & results ( op]ations 9 ! pa/4 ,! records s]ve ! same purpose to ! manag] ( a bus9ess z a *>t ( ! sea s]ves ! navigator 9 guid+ ! c\rse ( 8 vessel4 ,! salesman has a responsibility to co-op]ate ) ! (fice by provid+ a complete & correct record ( e sale1 ex*ange or return t passes ?r\gh 8 h&s4 ,he may feel t c]ta9 ( ! in=mation call$ = is n necess>y & consequ5tly he may disreg>d x 9 ! prep>ation ( 8 sales tickets4 ,! important ?+ = him to rememb]1 h[ev]1 is t ! "w ( ! (fice beg9s :]e ! salesman's "w ends4 ,e item ( in=mation call$ = is necess>y & important--to supply any less means t ! correctness ( ! (fice records w suff] & z a result _! usefulness w be r$uc$4 ,cu/om]s' names1 _! correct addresses1 ! address to :i* deliv]y is to be made1 in=mation conc]n+ ! bill+ & paym5t1 records ( ! /yle & sizes ( /ock sold--all ( ^! facts are ( ! greate/ importance f ! /&po9t ( ! managem5t4 ,if ! salesman fails 9 giv+ ! correct in=mation 9 ! fir/ place1 ! error w necess>ily be pass$ along & limit1 if n de/roy1 ! usefulness ( ! :ole record sy/em4 ,a mom5t long] sp5t by ! salesman 9 prep>+ ! ticket at ! "t ! sale is made w give him ! opportunity to get ! facts1 to get !m correctly & to get !m complete4 ,! /ore sy/em requires ( ! salesman t he co-op]ate also ) ! %ipp+ dep>tm5t4 ,fir/ ( all ?is dem&s t he get ! correct in/ructions conc]n+ deliv]y & t he make x "p ( 8 job to get !m d[n 9 black & :ite s t !re c be no loop-hole = error 9 hav+ ! goods g a/ray4 ,any?+ t acts aga9/ ! entire satisfaction ( ! cu/om] is b\nd to reflect ^u ! salesman z well z ! /ore4 ,= t reason1 if = no o!r1 !re is a responsibility to "w h& 9 h& ) e dep>tm5t1 = ! full satisfaction ( ! cu/om]4 ,co-op]ation ) ! %ipp+ or deliv]y dep>tm5t means1 9 addition1 t ! salesman %all "k 9 a g5]al way :at is possible 9 ! way ( deliv]y be=e mak+ a def9ite promise to a cu/om]4 ,be=e giv+ ! assurance t a package w be deliv]$ 8tomorr[ morn+0 he %\ld fir/ ( all "k :e!r su* a ?+ is practicable 9 view ( ! "w already 9 h&4 ,?is may seem a small matt] &1 9 fact1 x is because x calls = b a small am\nt ( extra ef=t on ! salesman's "p to keep himself in=m$ on su* ?+s & to guide himself accord+ly4 ,h[ev]1 !re is always ! possibility ( s]i\s tr\ble & possible loss ( bus9ess br\ght ab\t ?r\gh disappo9tm5t caus$ ! cu/om] z a result ( unfill$ promises made by a salesman at ! "t ( ! sale4 ,,individual ,,responsibility ,x is a fact g5]ally recogniz$ t au?ority & responsibility move to ! man :o %[s himself able to assume !m4 ,:at e live1 progressive bus9ess organization is look+ = today is ! man capable ( measur+-up to ! big jobs--n simply ! man :o has be5 ) ! conc]n = a long :ile1 b r ! man :o has %[n himself broad en\gh to %\ld] & to c>ry au?ority4 ,!re is a va/ diff]5ce betwe5 ! man :o is m]ely will+ to accept a bigg] position & ! man :o %[s himself able to accept4 ,! "o may h no?+ m ?an a vague hope1 :]eas ! o!r has a burn+ desire & a det]m9ation to move on & up4 ,! salesman ( purpose puts into 8 "w ! _s ( p>tn]%ip--! _s t he is work+ 9 ! int]e/s ( 8our0 /ore1 ( :i* he is a "p4 ,ano!r man measures ! ext5t ( 8 s]vice accord+ to ! idea t 8 ef=t is entirely = 8_!0 /ore--& he limits 8 own progress accord+ly4 ,! man ( purpose w naturally %[ t he is capable ( h&l+ au?ority1 he w take pleasure 9 do+ 8 "w well & he w /eadily move up to ! high] plane ( usefulness & responsibility4 ,su* a man w "w ) ! managem5t ( ! bus9ess to improve conditions z he f9ds !m4 ,no progressive manag] is s satisfi$ ) himself & 8 own way ( do+ ?+s t he w\ld n welcome sugge/ions = improvem5t com+ f anyone 9 ! organization4 ,if he is a man ( exp]i5ce he kn[s t no matt] h[ clev] he might be he c\ld n himself hope to discov] e opportunity ( improv+ 8 bus9ess4 ,= ye>s ! oil ref9]s ( ! c\ntry _h be5 ?r[+ away ! mo/ valuable "p ( ! petroleum product1 z produc$ by nature1 until "o day a man ) a diff]5t po9t ( view prov$ t millions ( doll>s wor? ( oil products 7 annually be+ c>t$ away 9 ! dump wagons4 ,n[ we h a hundr$ useful products extract$ f ! mass4 ,e man 9 bus9ess today %\ld realize ! important fact t 8 "w1 no matt] :at ! nature ( x may be1 is n a cut & dri$ process or me?od to be accept$ & work$ ^u z h&$ d[n by ^? :o prec$$ him4 ,r1 x is a responsibility & an opportunity4 ,he %\ld1 ( c\rse1 take advantage ( ! exp]i5ce ( ^? :o h prec$$ him 9 ! "w1 b t %\ld be to him simply ! />t+ po9t f :i* he may beg9 to develop 8 own ideas & improvem5ts4 ,:5 a man gets into ! habit ( reg>d+ 8 "w z an opportunity r ?an a task he naturally takes a p]sonal responsibility 9 develop+ himself & improv+ ! quality ( 8 "w4 ,:atev] he does w h beh9d x a purpose4 ,! man w "w ) 8 eyes op5 to opportunities = improvem5t4 ,?is does n mean1 h[ev]1 t he w take ! attitude ( criticiz+ or fault f9d+1 b r ! attitude ( work+ ) 8 fell[ work]s & ! managem5t = ! good ( all conc]n$4 ,too (t5 we le>n ( ! man ( ability1 :o because ( 8 mode/y1 hesitates to make kn[n 8 ideas = improvem5ts4 ,he p]haps has ! feel+ t he is n able to contribute any?+ t 8 boss does n already "k1 & may nev] come to ! po9t ( mak+ 8 ideas kn[n4 ,9 do+ ?is1 he is ( c\rse work+ aga9/ 8 own be/ int]e/s & ^? ( ! bus9ess4 ,he %\ld get himself into ! habit ( air+ 8 views on any?+ t has to d ) ! int]e/s ( ! bus9ess4 ,he %\ld get into ! habit ( talk+ ) ^? 9 au?ority4 ,8 fir/ sugge/ion1 p]haps1 may n be entirely workable b he w at lea/ h ! satisfaction ( kn[+ :y1 & he w be ! bett] in=m$ 9 work+ out 8 second & ?ird sugge/ions4 ,all ?is calls = ! putt+ =? ( "s extra ef=t & ! use ( bra9s1 b x spells ! diff]5ce betwe5 ! man :o is able to %\ld] responsibility & ! "o :o simply foll[s in/ructions4 ,! diff]5ce is well wor? ! extra ef=t to ! man :o has ! fai? 9 himself to plan def9itely 8 success4 ,,! ,,salesman ,,z ,a ,,consult+ ,,exp]t ,! tw5tie? c5tury is an age ( speciali/s--m5 :o are exp]ts 9 a p>ticul> bran* ( important "w4 ,! "t 0 :5 a man 0 classifi$ z a doctor2 n[ he is a speciali/ 9 cases hav+ to d ) ! treatm5t ( ! eye1 ! ?roat1 ! /oma*1 ! feet or m ?an a doz5 o!r ( ! specializ$ bran*es into :i* ! pr(ession is today divid$4 ,! lawy] also is a speciali/4 ,he may be an exp]t 9 real e/ate law1 insurance law1 trade m>k law1 or admiralty law1 b he is a speciali/ or exp]t 9 "s "o p>ticul> subject & he is 9 dem& because he is recogniz$ z an au?ority by p desir+ in=mation & advice 9 8 p>ticul> field4 ,9 ! same way ! %oe salesman %\ld aim to make himself an exp]t 9 8 field ( "w4 ,he %\ld "k ! subjects ( correct fitt+1 ! processes ( manufacture & ! special advantages ( ea* f ! /&po9t ( ! cu/om]1 ! mat]ials us$ & _! p>ticul> po9ts ( m]it--all ^! ?+s & m he %\ld "k intimately because !y h a v direct be>+ ^u ! quality & success ( 8 sell+ "w4 ,:5 ! %oe salesman places 8 "w ^u su* a level t ! cu/om] may consult him = advice & sugge/ion conc]n+ /yle1 s]vice & fit he w !n f9d himself 9 ! same dem& & ( l importance to exp]ts 9 o!r fields ( bus9ess life4 ,! opportunity is op54 ,only n[ are ! p beg9n+ to realize ! possibilities ( g5u9e s]vice & advice to be _h 9 ! way ( correct fitt+ & sugge/ion conc]n+ /yles & qualities4 ,! salesman :o is will+ to meet ! dem& by prep>+ to e/abli% himself 9 8 "w z a consult+ exp]t is assur$ ( a future limit$ 9 ! degree ( success by no?+ b ! /&>d he sets = himself4 ,,conclusion ,accompli%m5t 9 bus9ess or 9 any o!r field ( endeavor is to a l>ge ext5t a /ate ( m9d4 ,x requires fir/ ( all t ! man %all h a /rong1 heal?y det]m9ation to succe$ & confid5ce 9 8 ability to d s4 ,x requires also t he %all be will+ to supply himself ) ! necess>y tools to build success1 9 ! same way t ! %oemak] provides himself ) ! necess>y tools to make a pair ( %oes4 ,! ,tra9+ ,c\rse = ,retail ,%oe ,salesm5 is ! salesman's kit ( tools ) :i* he may build = himself success 9 8 "w4 ,b he mu/ le>n to use ! tools4 ,9 o!r words1 he mu/ fir/ read ! ,c\rse & secondly he mu/ make x a "p ( 8 daily sell+ "w to apply ! pr9ciples4 ,! sugge/ions made are practical & workable4 ,!y are tak5 f ! exp]i5ce ( m5 :o h succe$$ & !re=e !y are n simply op9ions b prov5 facts4 ,a man's developm5t is n some?+ to be complet$ 9 a day or a week4 ,x is a gradual process ( gr[?4 ,! read] w d well to ref] back to ?is volume f "t to "t = ! purpose ( refre%+ 8 memory on ! diff]5t matt]s be>+ ^u %oe salesman%ip & self developm5t4 ,9 ?is way he w be 9 a position to det]m9e ! ext5t ( 8 progress along ! l9es sugge/$ &1 :at is /ill m important1 he w be enc\rag$ to r5ew 8 ef=ts 9 ! k ( 8 def9ite progress already made t[>d ! great] success t awaits him4 ,,!,,plimpton,,press ,,norwood,,mass,u,s,a ---------------------------------------- -------------------------------- ,,transcrib]',s ,,notes #a4 ,sil5tly correct$ typographical errors4 #b4 ,reta9$ ana*roni/ic & non-/&>d spell+s z pr9t$4 #c4 ,enclos$ italics font 9 und]scores4