New Britain herald., 1919-11-13
ST0CkDALE GIVES
 INTERESTING TALK
Advocates Training and Organi- zati0n Of Modern Sales Forces

A large representation of clerks of the city were present last evening at the Elks' club to hear Frank Stock dale's lecture on selling methods of the present day.
 The principal point which MT. Stockdale endeavored to impress on the clerks was as follows: "The sales forces of tomorrow must be trained" Other points which he em- phasized were the value of courtesy Tn business; d clerk must really sell goods; abolish lack of enthusiasm and cold-blooded selling; have knowl- edge or goods; use tact ill dealing with customers; there should be no NlSl'lhg among themselves by clerks m stores; make people, realize that you like to work for them.
 Mr. Stockdale said that the mod ern clerk or salesman must plan to learn to deal with women aS a woman IS the purchasing agent of the home. He added that clerks work along the line of least resistance and would rather deal with men as they are easier to deal with According to Mr. stock dale, women are natural born planners and give a great deal of thought to, the business of purchas- ing. Hey concluded therefore, that women must De given d great deal of consideration in discussing salesman ship.
 The modern clerk or salesman" said MT. Stockdale, 'is today being criticized most unmorcifully." He eX- plained the reason for this criticism. ''G our buyers right here in New Brit ain." he said, "have traded in other cities in this vicinity and have in all probability, come in contact with the best sales forces in those cities. Therefore they learn to expect the same quality of service when they trade at home. The bass of the arr Sument is that New Britain clerks are competing with these sales forces in other cities in the matter of Serv- ice"
 MT. StockdaIe admitted that the older clerks come in for criticism as severe as that administered to ineX- perienced ones. He said that the SO lution of the problem is to give the best service possible in the circum- stances, adding that when customers find that clerks are giving the best service possible for them, they will be satisfied, even though the service is not up 10 the minute when compared with that of some better organized force.
 MT Stockadle is a firm advocate of trained sales forces and he said, the trained sales force is the most successful, despite all arguments to the contrary" He compared a force Of untrained clerks to an army of un- trained soldiers. He has no sympa- thy for clerks who will not listen to new ideas and who refuse to be taught. He said, 'It is wrong to as- sume that we know enough. We | should assume that we are all green ! so that our minds may grow. Every ! man and woman who gets anywhere l keeps plastic mind. One who re- 1 fuses to be taught limits his chance l of advancement. The mind of such ] a person may be compared to a plas 1 ter of paris cast which hardens and l retains it's shape" He insisted that | the salesman of tomorrow will be 1 trained adding that the untrained 1 clerk will drop out of the race.
 The speaker said that sales forces should be organized and directed by l authority and that lack of these es- sentials means eventual disintegra- ton. He was emphatic in advising clerks against engaging in arguments l with customers.
 "People who never do more than they are paid for never get paid for more than they do,' said Mir. Stock dale using this quotation from Ebert Hubbard to emphasize his point. He 1 said that every clerk has a chance to raise or lower the value of his serv- ices in the estimation of his employ CT every day. He added that people l do not consider the quality of SerV-> ice delivered, but simply say, "I need the moneN," when asking for a raise. He stated that this condition is the basic cause of the present labor un- rest.
 'SaleSmanShip is pOWer," he said, the power to mtluC nee others" He added that clever suleSmanship is dis suised under the cover of good serV- ice.
 At the conclusion of the lecture dancing was enjoyed, music being fur