The Detroit times., 1916-07-11
ny NoRvAL 4. HAWKINS,
General Sales Manager Ford Motor
Company.

ny NoRNAL 4. HAWKINS.
General Sales Manager Ford Motor
Company.
The second syllable in "Salesman-
ship" is too often eclipsed by the
arst. So much attention and inter-
man Is forgotten. or at best is con-
sidered Of minor Importance. From
my viewpoint and experience the
correct focus shows man as the CEN
ter. the hub around which salesman
ship reyolves.
Three things are Of vital import
ance 20 the man in salesmanship--
rrst, his selection. second, his devel-
opment and third; his direction.
The business executive who 10 Sc
cants for Job should assure HIM
SELF hrst that he Is picking out the
right kind OF a man. You need TO
company when Il takes on a new
fife Insurance must Be preceded by
two sales. First. the enthusiastic.
Pany and its policy TO the prospect.
Maybe the prospect writes his name
on the dotted line Just 20 get ride OF
Well. thanw goodness I won't, be
bothered any more with that fellow
about insurance" He feels that the
deal Is closed and experiences a
finally taken some Insurance.
But a day or two later he 10 rath.
err shocked to ind that he himself
muse turn salesman and sell himself
supposed. before. that the company
was eager 20 have him as policy
holder. But now the scenery has
shifted .,.S The agent I,vh never rd, has s sns-
come. The prospect was drassed by
front door 81 the compsny Then,
T Tesirnsd himself TO S sS policy Icy
holder. he found the entrance barred
until he should pass critical eN-
IL the examination blank of an
insurance company served no other
good purpose, IL would be invalua b .
because y entirely changes the view
point Of the prospective policy
The prospect when he signs an ap-
plication has the feeling that he is
comforting a favor on the agent. He
% Sfsn R9 at IN all . :nff he uh has Ssns
likely he feels he has been coaxed
or scared into agreeing TO pay out
some good money that he might as
another tune at the examination. He
notices that the salesman is quite a
bit anxious and apparently nervous
when the doctor produces The big
For the first time the agent stops
talking. There Is a tensity in the
atmosphere. The doctor. gets the
oysr s9'' rs sed fo%
feel so hne as ne did when he was
listening 10 the salesman's argu-
ments. He doesn't have the indie
more like a Borrower. He realizes
that il is up TO him 10 do something
TO prove himself good risk. :.
When the salesman brings around
the policy all made out and the
prospect learns that the deal Is act
ually closed, that he has sold him
self TO the company as policy hold
err. ne Ia tickled TO death. &.
The important result in salesman
ship has been accomplished when
the policy is issued-to the satisfac-
tion OF both parties.
Botn are satisfied because each has
made sale and feels the gratificA-
closing deal. II the new policy
holder had not been required 10 sell
himself to the company he'd have
an entirely different feeling about
that policy the salesman hands him.
He feels now that is is trophy OF
his prowess. not an evidence that
the salesman has sold him.
That Illustration from life insur-
anCs is an example OF the right
method 10 use in selecting a sales
man. The executive should take pre-
cautions 10 sell himself TO the sales
man and 20 have the salesmanshlp
sell himself TO the executive. There
must be two sales before the deal
Is closed, II both parties are TO starr
their new relations in the right way.
suppose an applicant for job as
A salesman comes into the office OF
the ordinary executive. what Ii the
usual pr0cedure7 Nfuety-utne out Of
the cross-examining. And most OF
his questions are on the sales ability
OF the candidate OF course he In
vestigates TO assure himself the fell
work. and IL given the place can sell
the line
That's all right. as far as II goes
but IL ~ only half Of the inyestiga-
ton that , s., be made Af,sr IN, IN,
usual qeustions and IL he IL satisfied
to give the candidate a chance. still
only so per cent Of the deal has been
closed.
After the executive Is convinced ne
his stan. he should make sure that
the salesman will want 20 stay there
and will be satisfied with the reia-
ton.
when you make up your mind that
you like the candidate and that
ssa 9% n around and and out whether
or not he likes you or whether he is
will the two or YOU hitch?
You know. or you ought to know.
what sort OF a man you really are.
Inquire and make sure, as far as you
can, what sort Of man the candidate
IL. Not. mind you. what sort of ideas
he has about selling. but what sort
OF man he is Take the emphasis on
sales and put II on man for a thor
ough examination. You can teach
the candidate your sales methods, or
maybe he oan teach you a lot Of
new sales methods you don't know
yourself. II he is right man for you
to tie up with
Find out FIRST OF all Why he came
10 you for job. Learn his reasons.
Maybe he IL restless fellow who
simply came TO you because he had
the itch for a change, He won't be
worth a ouss IL he IL Just expert
menting with you as he has expert
mented with a lot Of others before
not 10 the factory down the street
because he had some idea back In bis
head about you. Find out why he