New-York tribune., 1918-07-14

Once the head of firm or some one
in whom he has confidence has mapped
out market prospects, the next step is
to get man in the field. The mere
placing of agencies in local districts
is not enough. Customers must be
seen personally by the American rep
resentative.
The art of selling is natural or ac-
quired, though most generally it is
born in a man. Let me repeat, the
salesman must have an absolute knowl-
edge of his wares, of their good points,
all the possibilities of his given field.
For one thing, he should always be
willing to help any firm he comes in
contact with, whether he can do any
immediate business with it, or for it, or
not. / have all my life made it a
rule to help business people, give them
any special information | possessed,
whether the firm was American or for
eign. Frequently I have seen a bust
ness possibility and dropped a line to
some firm l knew suggesting that it
follow it up, though there was no i'm
mediate interest in the affair for my
self. This sort of thing pays. Firms
remember such favors, and when they
have something they can throw your
way they do it gladly.
1t makes the salesman able to in
terest the man he meets in business
way. Selling introduces the personal
equation. If man likes you he be-
comes interested in what you have to
sell. Big sales sometimes turn on
little points. A buyer has his pecu-
liaritics, and in passing large con-
tracts he may haggle over minor points
that the seller cannot we'll modify, and
IN such cases you've got to use your
personality. Tell the man funny
story, get his attention off his hobby,
and close your deal while he is in
good humor.
1t is very important never to let
your buyer quarrel with you over ma
tional prejudices. He may begin by
abusing the United States, telling you
that its business men never make
prompt deliveries, relate how unsatis-
factory such and such an arrangement
proved as in the case of friend of
his. When he begins to abuse your
country don't get mad about it. Let
the steam blow off. Praise his own
country; tell him how many of his
countrymen have succeeded in the
United States. Try to think up specific
cases and then lead your man up to
the question: "Has he ever visited the
United States?" NO." he will proba.
bly, say. Then tell him he should do
SO; how we welcome visitors. Explain
to him some of the country's good
points. Don't brag about it too much
because that offends him. makes his
own country seem small and insignif
cant; but tell him that, while it has
its good points, many of them were
borrowed from the Old World, proba-
bly, from his own country. People in
Europe are extremely sensitive about
questions of nationality. The English
have an air of Indifference, of cold
ness, of superiority about them which
offends others, though they really do
not mean to do so, being honest and
square people in business. The French
and Italians have never liked each
other too much. it is said, despite many
common interests, because the French.
being weather. and more powerful.
have often used, in politics, high
handed methods with the Italians: or
at least, SO the Italians think.
Learn About Your
Own Country
Do you find that you are unable to
interest foreigners in our country.
then clear out and go home and don't
come back until you have really
learned to talk intelligently about it.
Be ready to learn new points about
the country you are in, and if some
local interest is brought up follow it
and show your interest in it. We are
never too old to learn. and every man
who has talent, position or ability
whom you meet, if he sizes you up
favorably, is willing to help you.
l remember once in England that I
had shipment of machinery due in
London, and this machinery was not
labelled or marked according to some
new customs rule that had been made
after | had ordered it from home.
went to see the head of the Board of
Trade, gentleman whom did not
have time to get an introduction to. or
write to for an appointment. Anyway,
letters often involve matters and give
the other fellow a chance of getting
rid of you politely. SO went into
his outer Office and told the uniformed
porter | wanted to see this man.