Norwich bulletin., 1915-01-04
BEFORE COMMERCIAL TRAVELLERS
H. Whitehead of Boston Spoke so Norvic U C. T. Council Gave Them Lessons in saleaaanship--EfAciency by Knowledge of Goods and Right Handling of Customers

feature on g. separate card. You eeN then arrange the cards in the best order of presentation, keeping in view that eacn taking feature should be 30 pre- sented as to aS nesi 10 the natural and individuaii1ed 1T otivea. Then make d list of all tho objections that can possibly be made oe 5olr goods your hourse, TouT terms, etc., prepare an answer to all of these objections. Write theIc again on cards E0 that you can continually refresh your mind on different points. You will then be 50 armed that nu question or objection can possibly phabe you on your goods. As I said before, be sure to reduce these all to writing. The writing of them will impress them on your mind much moro foTCibly and logically than if you attsulpt to do this mentally,
 Manage the interview.
 The fifth factor is, manage the in- teryieW. Don't get into Irrelevant dis cussions, ana don't argue on tr1fles. Give way ill small matters to win big ones. If your prospect insists on talk ing on outside matters, good plan Is cutting, and ask him to listen to 1t while you read il. Use something brief, of course. Having read 1t, say to him, Lets see, what were we talk ing about? Oh, yes and then start talking on rour propueition at the
 
 you can get the interview back In your own hands.
 AIr. Whitehead then gave several examples of fCW to manage interviews and continued;
 The sixth factor is to know the men tai law of sale. Alr. Whitehead then outlined q unique plan for aaa,lyzipg sales tO find cut which part of the sales talk was weak and how the weak parts of sales talk can be strength eRed.
 The seventh factor, according to MT. Whitehead is lucidity, the ability of expressing thoughts or ideas clearly to others, He urged the reading of the standard authors and the editorials of good daily newspapers, and the great CT use Of dictionaries. The speaker went on to say:
 .EnIarging Your Vocabulary.
 Every man should add at least one new word to his vocabulary every day. When you come across a. new word, say it over to yourself q few times until IL sounds tanaliar to you Then get a clear definite idea. of it's mean- ing. Then make up a few sentences in which you can use that word. By a part of Your own vocabulary and you will use it naturally. The more words you have to use, the better able you arc to express ideas to your cus- toners
 The final factor is imagination This is very necessary for statesmen. Find a. way of securing intruductions or Of presenting your goods. If your prospect returns your card with the stereotyped answer ''Too busy" and you accept the decision, you are lack ing in imagination. There are so many ways Of securing introductions and of presenting your goods that it is a poor salesman who cannot find some way Of interesting all on whom he calls, although it Is highly improb. able that he could sell them all.
 Mir Whitehead then gave e number of amusing and interesting episodes einphasjzin tho use of imagination in selling goods. The members of the audience were then invited to state lheir own sales problems and Mr, Whitehead proceeded to apply imag- nation to them. The suggestions of fered proved whimsical but always contained sone practical, helpful ad- vice.
 ~1gars were passed around during the evening.