The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1916-06-06
The Ten Commandments of
Salesmanship.
BY Or. FRANK CRANE
Copyright. 1915. by Frank Crane)

| Some time ago | wrote an article on
craftsmanship From Consumers
Standpoint" | have received so many
requests from business houses to repub-
Iish this that ! have decided to rewrite
liz, make il more concise, and cast it in
the form of Ten commandments.
1t is to be kept in mind that these
commandments are supposed to come
from the consumer and not from the
sales expert. If you want To sell me or
any other buyer goods, therefore, we
pray you to keep these commandments.
l. BE AGREEABLE. Other things
being equal, | go to the store where
the clerks try to please me. buy cloth
ing. typewriters, and automobiles of the
man who acts as though he likes me.
Exert yourself to make a pleasing i'm
preston on me, please. l appreciate it.
Hence, dress well. Untidy clothes mean
you don't care what | think of your APP
pearance. But don't dress too well.
Dress just right. If you don't know
how, find out. Cultivate a pleasing
voice. Learn to converse entertaining
ly. Cut out all mannerisms. Give me
the impression of gentleman, honest,
square, anxious to please and good ma
tured.
3 KNOW YOUR GOODS. Don't let
there be any question can ask you rel
,t;,.o 20 tba Y,,op,,f,c4ura b;stor,, l;st~;
button, or uses of what you have TO sell
that you cannot answer. If you're sell
ing typewriters, know all about all the
kinds. If you're selling coffee. find out
Ial about where all sorts of coffee come
from, and all the points about them. Put
in your spare time making yourself an
Encyclopedia Of information about your
goods.
3. DON'T ARGUE. Go with me in
your talk, not against me. Lead, don't
oppose. Don't show me where am
wrong. Dodge square issue, and show
me where you are right. Suggest Don't
antagonize. Argument as a rule results
in irritation. not conviction.
4. MAKE THINGS PLAIN. Don't
use any word | don't understand. You
can explain the most complicated mat
ter to washerwoman if you know your
subject perfectly and practice using sim
pie language. Don't air your technical
knowledge and try to impress me. l
want to be flattered, not awed.
). TELL THE TRUTH. Don't lie, or
exaggerate, or mislead, or conceal. Let
me feel that you are sincere. and mean
every word you say, and that every
statement you make is of par value. If
you represent goods that need lying
about, directly or indirectly, quit. There
are plenty of articles that are straight
and all right. Sell them.
6. BE DEPENDABLE. Even In
small things create the impression that
whatever you promise is as much to be
depended upon as your signed note. If
you make an appointment at p. m.
Tuesday, be there at 2:45, or telegraph.
If | order goods of a certain grade, let
them be found to be exactly Of that
grade when ! receive them.
7. REMEMBER NAMES AND
FACES. II you have not a natural gift
for this, acquire it. Get a little book and
set down every day the names of those
you have met, with their characteristics.
Practice this until you become expert.
No man likes to be forgotten or to have
YOU ask his name.
8. DON'T BE EGOTISTIC. Elimi-
nate the pronoun ] as much as possible
from your vocabulary. Talk about me.
not yourself Don't tickle yourself,
tickle me; I'm the one you want to
win.
9. THINK SUCCESS. Success be-
gins in the mind Why think fifty cents.
when it is just as easy to think fifty
dollars? Tell success stories, not incl
dents of failure and hard luck. Radiate
prosperity. Feel prosperous. It's catch
ing. Keep your chin up.
10. BE HUMAN. The reason you are
Ia.