The morning Astorian. [volume] (Astoria, Oregon) 1899-1930, 1905-07-25
Enthusiastic Audience. Greets Dis.
tinguished Visitor.
AUDITORIUM WAS PACKED
Five Hundred Astoria Merchants and
Employees Gather to Hear A. r. Shell
don, Of Chicago, In Address on Sales
manship Az Science.

4. =. Sheldon, Of the Sheldon school
Chicago, was given an enthusiastic greet
ling last night by representative body
Of 800 Astoria merchants and employees
who gathered in Foard & Stokes hall
the occasion being Mr.. Sheldon's address
on the Science Of Business Getting and
Business Building"
Charles T. Gray, president Of the Re.
tail Clerks Union, introduced Mr.. Shell
don. Emil Held, the "ad-man," follow.
ed, supplementing Nr. Gray's introduc-
ton of the distinguished visitor with a
few enthusiastic remarks, the sub
stance of which was to the effect that
he had heard nothing but Sheldon" for
very material period and he was glad
that Mr.. Sheldon was at last in Astoria
and about to deliver one OF. his interest
ing talks.
As the speaker, Mr. Sheldon. IL not
unremindful OF Homed Davenport, be
does not abandon himself to humor, but
he is eminently conyersationalist; easy
Of delivery and interesting, free from
gesticulation and yet forcibIe. At times
he lapses into the facetious strain; his
humor is wholesome
Under four heads, Facts Pertaining to
Salesmanship; Facts Pertaining to the
Customer; Facts Pertaining to the ar
ticle Sold and Facts Pertaining to the
Actual Sale, Mr.. Sheldon placed his topic
before his hearers intelligently. 1t was
at once apparent that Mr.. sheldon rigid
ly objects TO the popular belief that the
salesman is an autoratom, a mechanism
conceived to perform certain function
but utterly unresourcefnl from a psy-
Geological standpoint. He argues that
salesmanship is science. a profession.
In his discussion of the salesman he
brought out that every person in that
particular avocation could, by mental
suggestion, educate himself to more
thorough appreciation Of the article he
is selling; in the abstract that science
is merely the organization of knowledge
and like the lawyer, the ecclesiast or
the physician, the salesman may apply
this organization to his own field.
Under the remaining heads Mr. Shell.
don illustrated how close was the re-
ltionship between the salesman, the Gus.
toner, the article and the actual sale.
which four things, by analysis Mr., Shell
don claims, are the competent parts of
the science of salesmanship. He bases
his argument on psychology, but elimi-
mates the deep study which character
lies the professional man an innoculates
the science with commercialism making
it easily adaptable to the business man.
In speaking OF advertising as factor
in business, Mr. Sheldon said, among
other things:
"Judieious advertising is the fire under
the boilers of business while injudicious
advertising is the thing which burns
everything up. 1t takes nerve and faith
to be good advertiser, but both these
qualities pay in business when not per-
mitted to rot or to ripen into reckless
ness, One psychological law which in
sures that honest repeated advertising
will pay is that the human mind is
amenable to positive repeated sugges.
ton"
Throughout the entire address Mr.
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