The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1911-02-18
AT First Annual Banquet Of
Y. M. B. c., DR.. c. b. Nor
rcll Delivers an Address
on Salesmanship. s.
FIRST BANQUET IS
COMPLETE SUCCESS
Affairs Of the City'and Bus
mess Conditions Discussed
Spiced with the Wit of
George Early.

Back In the gray dawn OF history,
when the old Greek philosopher. Ars-
totlc used the maxim Know thyself,'
he unwittinsly created the first of the
four laws OF modern business build
ing and salesmanship. Generations
after thoughtful men observed other
laws. Know thy customer" Know
thy goods" and Know the laws Of
sale" Today. the real business men
have combined the laws into SCI
ence-thc absolute science OF modern
business building and salemanship.
DIR. Charles II. Morrcll of the Shel.
don School Of Business. Chicago, in
presenting the subject. "The Science
of Salcsmanship and Business Build
in.." to the Young Mems Business
club at the annual banquet OF the
club In the Masonic hall last night
brought out these points in the most
unique business address that has ever
been presented in Richmond. DIR.
Morrel's teachings are new, practical
and business like in all respects.
AS are electricity, medicine and
law absolute sciences, SO is salesman
ship and business building" declared
DR. Morrell. Doing business is not SO
much making n living as making a
life. Tho organization Of a science of
salcsmanship Is logical. just the same
as Is the creation of other sciences.
Divisions Of Commerce.
"All commerce is divided into four
great heads: The salesman. the GUS
toner. the goods to be sold and the
method OF selling. Men succeed
they arc successful salemen. We ask
them why? We find that they do not
sell alone for profit. The successful
man In business strives to inspire con-
tldencc and satisfaction In the mind of
his customer. and to create Il desire
In his customer to continue busi-
ness.
"What qualities in man would
produce n man capable of doing SO?
II Is "A psychological question. The
mun to succeed must be At: not as
prepared to meet the present day sit
nations. Ten years hence he must be
still more 1T.
"What can We do to train men? All
natures are dual-thcrc Is a negative
and positive in every man. as the neg
ativc and positive pole of II magnet.
Man has interest. culture. observation.
Judgment. imagination, reason and
memory. Nowhere can we find a
man without some OF these qualities
or all Of them to some degree. In
them are the qualities of success.
~ man can know, he can feel and
he can do. but to what extent he ex-
crciscs these powers is the bounds of
his success. There are two parts to
the man--the inner man and the outer
man. The inner man controls-the
outer man Is but covering and pro-
lection for the inner. When the outer
man conqucrs and begins to rule.
then he becomes derelict.
Fear Always Fatal.
.Men Of courage are the men who
win. Fear breaks down more busi-
ness. kills more men and ends more
careers than anything else. But in
addition to courage must be other
qualities, without which business
men would be failures. Courage must
be backed by science, loyalty. enthu-
siasm, human sympathy, courtesy. self
control and self respect With these
qualities man can't be stopped. The
essential attributes can be cultivated.
What one puts into the brain. the
record Of the sub-conscious mind, is
just AS marketable as merchandise. II
is more valuable. The goods can be
destroyed by are. or lost and when
once sold. cannot be rcsold: the con.
tents Of the brain cannot be destroyed
but the more that is removed from IL.
the greater Is the value and increas sed
power.
when the old Grecian teacher said
Know thyself.' he meant 10 know thy
brain. Look into the looking glass.
not to sec IL you are well shaved and
your cravat is tied correctly. but look
beyond this. Look into your brain.
Know thyself.' This is the first maxim
OF commerce
"know thy customer. is the second
law OF commerce. Commerce is salts.
flying the want OF the people. and is
founded on the desire to live and care
for family. Study the customers
mind. Know thy goods Is another.
and last Is. know the science OF sale.
II Is purely a psychological question.
First attention must be created. then