The mirror. (Stillwater, Minn.) 1894-1925, 1920-04-22
PAPER ON SALESMANSHP
Pertinent Hints Suggestions by One Who Has Been
Behind the Counter.
By Mr. NJ O. IN Bsha Of Pan oAau.asqua c;re

'SSS'SSs~ A~Ossssy
fl@uEING practically raised behind the
H4S&MHD counter, will endeavor to give
Ns9ROO@4S my experienc in salesmanship from
alEN personal experience.
l have been a clothing salesman for
quite few years, also have conducted cloth
ing stores of my own, employing different
statesmen from time to time. In being good
salesman there are many things of impor-
tance to learn and exercise The first thing
salesman must learn is to be able to know
how to apprach customer, There are many
statesmen who talk too much and others who
don't talk enough. There are also many
statesmen who spend too much time talking
about things not pertaining to what they
are trying to sell and therefore detracting
the mind of the buyer away from what he
had in mind upon entering the establish
n1ent, the final result being that they part
good friends, but the sale has been lost
Now there are other salesman who talk
about nothing but what they are trying to
sell Immediately upon introducing themselves
to the customer and in that way lose their
confidence.
My idea of good salesman is man
that first of all is always dressed neat, not
gaudy, always clean shaved, neat finger nails
and always carrying himself in dignifed
manner. He must be polite in his ways and
must know little about judging human ma
ture, whether it be in the clothing business,
machine business, or any other business.
There are many people whom you have
to deal with and no two alike. Some are
very conservative while others are loud and
thrifty. Some think they know it all while
others depend upon the salesman's conf
dence, believing that he is in a position to
know what is best for them, having had the
experience in that particular line, therefore
it behooves the salesman to make the proper
selestion, or play square with that customer,
no matter what you are selling.
For instance, customer entering your
establishment wishes to make a purchase of
suit of clothes and after getting his size, the
gentleman wanting to make this purchase
happens to be an elderly man and conserva-
tive dresser, the salesman pulls down bright
colored suit, he has Immediately lost that
mans confidence by not simply taking notice
of the shade and material he was wearing and
pulling down a garment of about the same
texture and color.
To give you little instance of what
happened in one of my stores while was
present. I had employed new salesman
and put him in the gents furnishings de-
partment. He was new at the game and in
experienced but fine appearing fellow. A
customer walked up to him, well dressed
gentlemen, asking to purchase pair of soxs,
not paying any attention to the customers
appearance evidently, he pulled out pair
of Rockford soxs, and says, "How will these
suit you?" The customer Immediately
looked disgusted and without any doubt had
no confidence in that salesman. Another in
stance I recall of new salesman who made
a sale of suit case to a gentleman and after
getting paid asked, twill wrap this up for
you?" This goes to show the different
things salesman must guard himself against.
Now many people would think that
any dub" could stand behind the counter
and sell collars, but want to tell you that
it takes an experienced salesman, as you are
familiar with the great many styles there are
in collars, and very few want the same styles.
Now an experienced salesman can tell just
what kind of collar will appeal to you the
minute you ask for it. BY noticing the one
you are wearing, while asking for your size
he Immediately pulls out the collar that nine
times out of ten will strike his customers
taste. For the college boys he has always
some new freak shape and for the old gentle
man always something so nice and comfort
able, so you see that good salesman has
always got to be wide awake and pay parti-
cular attention to his customers. He also
must be able to meet them with smile. If
it IS raining he must be able to talk about
sunshine and if it IS cold he must be able to
encourage his customer by telling him it will
be warmer. If man comes and tells you q
hard luck story you must try to humor him