Arizona republican., 1916-04-30
4 LECTURE LIN
 SALESMANSH|P
Feature of Latest Meeting of New York Store School of Efficiency Which Is Being Conducted By Su- perintendent MartO

superintendent of the New York store has been conducting among the at- taches of the store, a school of eff ciencv in which lectures on various branches of the business are regular | features. The latest lecture by MT | Marto on Salesmanship was as follows: |
 What is Salesmanship?
 How frequently we hear this ques- tion, now-a days, and many of us won- der II there really is a concrete basis | for the word. Many of us are satis- fled to regard any scientific treatment Of our profession, and profession it is, as sort of myth-something vague. uncertain, unfounded and purely aca- demic. It is indeed unfortunate that some salespeople hold this idea.
 Salesmanship is a science which can be applied just as accurately, just as effectively as any other science. For instance, the successful professional man or woman. to-day, is the man who has only the best scientific training. The best lawyer is the one who knows every little turn of the law. and just how to apply that law to a certain proposition.
 The best salesperson, today, is the one who understands thoroughly tho basic principles of good salesmanship; in other words, of good service. There are clements of sale we may call them, to simplify the matter. steps, that enter into practically every sale we make.
 For instance, when a customer en- 'ers our doors, our first duty Is to at | tract the favorable attention of that customer. to ourselves. by our pleasing eXDectant expression, and to our mer- chandise. by our first words in showing our wares, and our first actions in | making a good impression. We must arouse the interest of our customers, ny carefully displaying our wares, and l by bringing out all of the better sell 1 ing points.
 We must work this interest up to | point. where We can create desire to 1 have our merchandise. Then. and only then. can we expect to make worth | while sale. It is well for all of us to bear in mind. the fact that there are four vital fundamental steps that en- ter into every sale: i. e. step No. l, ! Attracting Attention; Step No. 2 Arousing Interest: Step No. 3. Creating Desire; Step No. 1. Closing Sale.
 There are two other steps or points that it is well to consider at this time: first, after we have sold merchandise, many times. the customer is waiting | for her change. This permits of won- derful opportunities for real salesman ship.
 Just q word about some certain mer- chandise carried, might mean an ad- ditional sale. We might say Step No. , is Introducing Other Merchandise. This is surely productive of a great deal of business. and of a great deal of satisfaction to both the salesperson and customer. alike.
 All customers like good service. and it is llp 10 us. as real salespeople to render q service that is second to none in any store in the country.
 There is another important step We shall call No. G. This is Winning the Customers Good Will and Maintain ing it. throughout entire transaction and having that customer depart from our store with feeling fgood will toward everyone in it, and especially desirous of returning to us when future needs demand another shopping ex- petition.
 Many salespeople are very clever al closing a sale; in other words, sepa. rating a customer from her money 1T very smooth manner Many sucf l otasranpIa on customers pocket book than or her mind The result is: that grea deal of dissatisfaction is caused by thu purchase of undesirable merchandise The customer loses confidence in tn, sales person and the store. We can net hope to grow unless we bull, strong We must render such a ser vice to the customer, that she vii have no occasion in future to doub our sincerity.
 We want steady customers. Ther is little or no money in selling a GUS
 toner once. Our profits and success
 lie in the up-building of steady pat
 ronage. We can easily be over-en
 thusiastic, and show too much mer
 chandise. Let us study the neds c
 each individual who comes into ou
 store. and try to show and sell mer
 cEandise, only which will fit best thos
 needs. The greatest activity of ou : store, of course. is selling, but remem
 Der. the salesperson who renders a
 inferior service. although the sale 1
 made does this store and organizatio
 an ireparable damage.
 We have recently installed a ne,
 S3lesmanship Instruction Servic
 called the Graphic Instructor. Tn
 service is intended to be of benefit {
 every individual employed by this firn
 A careful study of principles, set fort
 in this Instruction Service will enabl
 anyone of ordinary intelligence to be
 come expert in the art of selling.
 Not anyone of us knows it all. W
 krow this, only too well, by the man 4 bitter experiences we have encountere
 in this store. Think back over sever, B months. and you can easily rememb,
 certain mistakes which occurred WhiC
 would not have happened had you Ina
 a thorough knowledge of salesmansh
 Just a wrong word at the right tin
 causes no end of trouble. The Grapl
 ic Instructor IS placed conspicuous
 and every employee is urged to stud
 carefully the unusual photograph
 showing real store transactions.
 You, no doubt will be surprised