Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1910-01-27
VARDAMAN TALKS
ON SELLING ART
TRADE JOURNAL EDITOR pEL,v.
ERs MAsTERLY ADDRESS BE-
FORE LuMRERMEN.
NEW OFFICERS ELECTED;
WEART CHOSEN PRESIDENT
Cedar Falls Merchant Heads Associa-
ton For Next Year-Rath and Greet
Are Observation-Disclosures at Pilgrim
Brings Convention to close-Resolu-
ton Praises T. r.

ton Praises T. r.
A mastery address on "The Art of
Making Sale" by Mr.. Ben r. Varda-
man, of Des Moines, associate editor
of The Merchants Trade Journal, was
the feature of the afternoon and clos
ing business session of the Central
Iowa Retail Lumbermen's Association,
Wednesday. Mr. Vardaman went to the
very heart of the subject, and the mer-
chants of this city, who We're invited
to be present, will only know by hear
say what a clean-c cut, concise and per-
tlnent discussion on subject that
should have vitality interested Them
they missed. Only few, very, very
few, were present from this city, but
the total attendance numbered we'll
over 100. Mr. Vardaman spoke for more
than an hour, but the attention that
was given him would have warranted
him in talking an hour longer.
Dealt With Science of Subject.
Mr.. Vardaman handled his subject of
selling almost entirely as a mental
process, and the art as a mental facul-
ty, which he showed might be devel-
oped. He also handled it as problem
involving the individual.
His scientific remedy, and his sue
cessful method of making a sale is by
applying to it the methods of science,
which he aptly termed organized
knowledge. "How many business men,"
he asked, "use disorganized knowledge
and put it into what they call adver-
Using? If you do not know how to Gre
ate a desire in the mind of any man
for the goods you have for sale, you
are not using organized knowledge. If
you can not tell me how to go out and
get customers into your store, sell
them, and send them away satisfied,
you are not applying organized knowl-
edge to your business"
Points Out Difference.
There is a difference" Mr.. Varda-
man said, "between making a sale and
building up business. There are three
things back of this secret of successful
business. They are yourself, the people
about you, and the commodity you are
selling. In other words they are your
personality, the human nature of those
of your community, and your commodi-
| ty.
you are the most important thing in
your business. I would say to you &C
get a mirror and look at yourself, &c
down the street and see yourself, as
the town and community see and know
you. Your personality is the most pow
erful thing in your business. Develop
it. Learn some of those things that
please and attract"
The Sermon Of the Smile.
Fore five OR ten minutes Mr.. Varda-
man preached most excellent sermon
on the force of the smile as business
asset. He admonished his audience to
try it. "Try," he said, "to smile, and al
the same time try to think a NEAR
thought at the same time. You viii
| find that you can not do it. Either the
smile will come off or the thought will
not stick"
The invisible things in the mer.
chants makeup, he said, were the most
powerful things. One of these is YOU
memory. You can develop it like vol
can the muscle of your arm. You make
a point to learn all you can about every
man you meet. The next time you NEE
him go back over some of the things
with him. He will greet you as lone
| lost brother. Try remembering mans
name you have met AMI address him
by it the next time you see him. 1t will
| lift him up and draw him to YOU
The Principle, of Hypnotism.
| H. 4, h
line were personal appearance, the
hand shake, and the power of the eye
Did you ever stop to think that will
that eye of yours you can persuade tina
MANI"
Another valuable asset, he said, wa
the knowledge of human nature. HI
advised the study of the people of TIN
merchants community. "Apply thu
principles of hypnotism to your bust
ness thru the power of suggestion
There are two kinds, positive and neg
ative The former attracts; the latte
repels."
Turnout his address Mr. vardamal
illustrated points he made by telling o
instances which applied to the sub
ject.
Before Mr.. Vardaman was introduces
Mr.. A. A. Moore, of this city, was in
troduced by President A. G. johnson
and spoke for shGSt time touching Of
subjects of interest to the retail lum
bermen and the trade.
Officers Are Elected.
The report of the nominating com
mittee was accepted in full, and tn
following list of officers was unani
mously elected: President, w.
! weari, OF Cedar Cedar Falls: vice president
H. T. Barber, Clarion; treasurer, An
drew Rath, Ackley; secretary; c. i
Greet, Eldora; directors, F. H. Henry
Belle Plaine; and c. W. Chapman
Waterloo; director to fill vacancy A. G
Johnson, of Dubuque.
Praise the T.-R.
A resolution which praised tn
Times Republican and the trade jour
nails for their support, was adopte'
unanimously, reading as follows: wv
are daily placed under obligations t
the several lumber trade journals an
as well to the Times Republican, Q
this city, and other papers. This fac
we should always bear in mind, tina
reciprocation is the solution Of a con
tinuance of this great help"
1 Other resolutions pleading support t
the association and prodding dilinquen