The Chattanooga news. [volume] (Chattanooga, Tenn.) 1891-1939, 1920-07-24

ners are employees OF Rhodes-Manone
Furniture company, which came a
director OF the Retail Merchants asso
citation, who was selected to presen
one OF the cups.
There was absolutely no partialit,
shown In awarding the cups, as eacl
essay given to the judges was mum
chants association and the names
withhold. President Loftin, OF the as
ISOLATION, presided at the meeting
which was the final one OF the school
and assisted in making the awards
Mrs. Houge's Essay
| Following Is the essay written by
| Mrs. ,Hogge, who is manager OF th'
Victrola department, Rhodes Mahonej
| Furniture company:
There is no royal road to learning
the art Of craftsmanship. for salesman
ship Is both n Ecience and an art. You
must study the science and apply II
correctly. When you can do this, II has
become an art.
Apologies are deemed unnecessary
on the part Of real salesman, or
saleswoman, for designating salesman
ship an art, for he feels that when
the possession OF any human being that
will in any way benefit or contribute
to the happiness Of that human being,
he has been a benefactor Just as surely
as though he had given him an idea.
which the great writer does, or Won
derfu melody which the musician does,
The ultimate aim of all art is to benefit
the human race
mo salesman who does not feel this
sense Of the dignity OF his calling need
expect to attain success.
''In making sale the first and most
important step Is to secure the GUS
TONER'S confidence-all business Is Duilt
on confidence. Throughout the period
OF making the sale and ever afterward
the customer must be inspired with
sense OF your integrity and good VIII.
"Second. You must secure his atten-
tion--favorable attention.
'Third Create interest.
"Fourth. Get him 10 appreciate the
value OF the object you are displaying.
Fifth. A desire for that particular
object must. be created, He must De
led 10 see himself as the proud pos
SCISSOR OF the object.
sixth. A decision must be reached.
Seventh, Action must be taken.
"Eighth. The customer must be made
to feel sense Of satisfaction IN what
he has done. Here Is where the dishon-
est salesman loses out. II his one OBJ
iect has been to get the name on the
dotted line with no consciousness, OF
really benefiting Ahe customer, that
customer will Be quick to feel IT. In
stead OF making sale he has merely
taken In a few dollars. and made an
enemy for the firm. A satisfied Gus
toner Is the very best advertisement n
business can use. Every sale. large or
small that Is made must go through
these eight steps.
Below are some OF the qualities
that. through experience and observa-
ton. ! have found TO be most essen
tial in the making Of a salesman.
"That most important first step
securing the customers confidence
requires on tho part of the salesman a
friendly spirit and hearty good WILL III
you are naturally lady, or gentle
man, you do not need to he told how
to approach customer. You can be
cordial without being told. Your tone
of voice, your Dress your manner, must
reflect refinement. The toughest, most
illiterate individual responds more read
ily to the pleasing personality OF we'll
bred gentleman or gentlewpman, Ger
tainly II is pleasure 70 the more
Initiated to he treated with courtesy.
Mo Familiarity.
Familiarity In approach In not to be
tolerated. II you approach your GUS
him your undivided attention. II he
feels that you are genuinely interested
In pleasing him, then you have already.
gone a long way toward winning his
confidence.
Next, 10 gain his favorable atten-
gence, Here In where n real salesman
mand n large store OF knowledge. II In
discovers that the needs at his COM
not enough to know your stock, nj
though that Ia most essential. The
more you have read, the more you have
thought on subjects worth while. the
more you have experienced, the broader
your sympathies, the better chance YOU
have or securing your customers favor
able attention. Your knowledge and UNI
derstanding increases the confidence In
you which your approach Inspired
"a great many statesmen make the
mistake OF drawing the attention OF the
customer TO themselves instead of to
the goods II you are enthusiastic
about your goods and know them thor
oughy. II Is comparatively easy to
awaken interest after You have the Gus
TONER'S confidence and attention. Never
antaHonze customer. IL he has
decided pet theory about the value of
competitors goods let him keep IL. II
you believe In yours, YOU can usually
give him points that will make yours the
more valuable In his estimation, Con-
WINGED OF the value OF your goods the
next step, desire possession. is nat
urai. Appeal TO pride OF possession,
or benefit to himself or family. These
appeals are moro legitimate and. be-
lieve, In the long run, more satisfying
than that so often made: MIR. Jones
has one like this
Next comes action. IL you have
brought about the previous steps cor
rectly, by this time you are convinced
in your own mind that the customer
win buy. and II is not easy TO escape
n salesman who has built on solid
ground and believes the customer will
buy. Ills confidence unconsclously af-
focts his customer, Give him to under
stand that he can expect service from
you In the future and at all times, He
hat TO haf
him favor---nnd you have.
In conclusion, you, cannot attain
permanently any large degree OF sue
cess unless you are really interested In
your fclowman, II II bores you TO OK
tinction to hear from Mrs Green, who
that "a storm blew off the iean-to on
the barn and drowned all tho little
chickens, that the COW died and the
hay spoiled; II you smother n ynwn
when Ms Van DO t'pston tells you TINT
porothea was decidedly the prettiest
and most popular girl at the last dance
at the Country club. then YOU will never
sell goods successtully. BE clever
enough, however to awaken their In
terest in your goods.
"You need tircless energy, ambition,
a pride IN achievement. and loyalty The
greatest OF these Is loyalty, There Is
nothing hut contempt due the man or
woman who accepts the money for his
living from a man or a firm whom he
critlcizea continually, II you do not
Hike your employer. get another one.
Nou are stamping yourself as moral
coward " YOU 'hlte the hand that's
feeding YOU Make yourself valuable,
80 valuable that your worth will he
recognized.
"tt IL the better part and II pays
Essay by Joyeae
Following Us the essay written by MIR
Joyce. also OF Rhodes Mahouey Furni-
Aure company:
THE whole thing could be put into
one scntencC--~use common scnse-hut
Ms common sense ts one OF the most
uncommon OF nil things, and 40 few
noonla noaxesu a we have 10 40 dCepor