Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1918-02-16
Business Career
of Peter Flint
A Story Of Salesmanship
by Harold Whitehead

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w. Whitehead iciu urSuer uovr brsiusss
emDiognc'it AZ; sogr QUESTIONS risSrp iSy gmdd amd
Dlg ali the ldcis. Your Correct nome ana mn
Which are anonpmops must BE- ionorcd. Hl
Sners 70 teshnicdf questions tciH Js scrt
Soama ~: most inSTssiTo' ia'ypTS pTSbisns '" .;
png,m,c,rs, pt,. !!eiH DO woren into the storD q
NTELL, this Is my second day IN the
w grocery department whero Benton
sent me to get some selling pointers from
Rogers, the star salesman of the store.
felt a bit disappointed, for all ho
did was to take tho customers orders
and in every case suggest Il lot Of extra
things they might have forgotten. lie
generally found something each cus,o-
mer wanted.
just the same I expected TO got on
TO some tricks of selling that helped
TO forco aalas. but his sales Just came
easily and naturally. ! said as much
TO Butler another salesman In that de-
partment, That's tho beauty of Rog-
hrss selling" lie said. "IIc does Il so
easily--all hts customers ask for him.
they like him so mach"
The grocery department had n new
breakfast food--flfteen cents u package
that 1t was pushing, and Il really
was interesting to me 10 notice how
Rogers sold nearly every one a package
Of Il.
lie said something like this: by the
way. Mrs. Blank Che nearly always
knew the customers names), you al
ways appreciate something unusual. 50
I know you would like to try a now
breakfast food we have and let uq have
tho benefit of your opinion on IT,"
The customer would begin to say. "wc
have plenty at present" but Rogers
would tactfully break In
Nov. this isn't any Of tho ordinary
tcn-cent package goods. Mrs Blank. but
an unusual product tand here he would
give n brief description of 80 .'at fifteen
cents--of course, not such o hig package
as the cheaper cereals come in. bui
you will appreciate the delicious flavor
Of this, besides realizing that YOU arc
getting something really satisfying and
nourishing. How many packages may
| include with your ORDER"
wondered why the customers nearly
always fell for It, and 50 asked him.
Rogers Is Il big. rather fat. ruddy-faced,
jolly man about thirty-Gvc, and Is as
good-natured az can be.
Listen. Peter" said he (soucbow IL
seemed quite natural for him to call me
Peter the first time he saw mel. "and
III explain great psychological phe-
nomcnon 10 you. Here's the idea: Al
ways make 1t easy for tho customer to
say yes and difficult for him to say
no
80" continued Rogers, "ir say To
customer viii YOU buy this" it is
just as easy for the customer 20 say
no as yes See what mean! There
fore. II | say. You don't need this, do
rou?' I've made it easy for tho customer
to say no So say. How many shall
| sell YOU or Which size will you take !?
or some such positive question. BY so
doing assume the customer 10 going To
buy and tho only thing to decide is the
quantity or sizc or what not
This makes II difficult for the Gus
toner 20 say no and very easy for him
10 follow the buying suggestion I've
made: and most people follow the uath
Of least resistance. Simple. isn't it?"
ut is--now you've told me" I ad-
nlitted. but I never should have thought
1t out by myself"
| I see why Rogers Is SO successful.
/ he thinks things out.