The Birmingham age-herald., 1924-12-04
Salesmanship View
By DIR. FRANK CRANE

| AM not a salesman. 3But am a good buyer, and have probably purchased more things that l, did not want than any man of my age. Hence, it may be interesting to statesmen to listen for a brief spell to a con- sumer's idea of what constitutes good sales- manship.
 First of all be good natured. I here and now confess that nineteenth of what induces me to buy is the ability of the seller to jolly me along. Cheerfulness and signs that you feel good, enjoy life, and are full of glee inside, are better than letter of introduction from Mr. Rockefeller.
 Have thorough knowledge of your goods, also of the other fellows goods. Learn how they are made and when and who makes them. Respect your customers desire to know and l fill him up with information.
 Don't argue. State facts. Don't arouse opposition in the buyers mind. Agree with him, or dodge the issue. Lead him arotnd to some subject where you are at one. hate to have seller try to prove to me I'm wrong. Perhaps am; but don't like to admit 1t. Use plain language. If you are selling automobiles don't talk about carburetors and reciprocating dudads and compound thingum- boos. Go somewhere and learn the English for these things, and how to make them clear to a washwoman. Never use a term when there is any doubt whether the customer un. derstands it. We don't like to be made appear ignorant.
 Tell the truth. If you are with firm where you dare not tell the truth, leave it.
 Be candid. Do not conceal things. The thing you have to sell has certain merits; it ought to sell on those. To sell thing upon merits it does not have is poor policy.
 Be dependable. Even if you make a casual remark, for instance, that you will send man a bunch of blotters or a book or calendar, don't fail to do it. Forgetting Is almost as bad as lying. If you promise to come back next Tuesday, do it or send telegram. Create the impression that you will keep your word if it bankrupts you.
 Remember names and faces If you are not gifted in this respect, get little book and every evening set down the names of the people you have met and some distinguishing characteristic of each of them. Write down any remarks your customer has made about his family. Study this It's all a part of the important art of jollying us along.
 Have a good appearance, There may be few people left who like to see dirty shirt and frayed cuffs, but they are growing scarcer | every day.
 The art of salesmanship begins in the mind. Think of success, think confidence, think a thousand dollars. Why think fifty cents? These thoughts in your brain will ooze out of your face. You will radiate these qualities. The greatest factor in selling is personality. And personality is made by thoughts.
 Avoid personal intimacies. Let me talk about myself and look interested while am expanding. But don't speak of yourself any more than you can help. Take an axe and chop the pronoun "I" out of your vocabulary. What do you care? Jolly me along. | In fine, be as human as possible. You are not a catalogue nor a printed circular. You draw wages because you are supposed to be human being. Be it! Don't be huffy, sensitive, impatient, dictatorial, Indifferent, egotistic, or mechanical Be good fellow. Be the kind of man people like to have around
 When you attack a customer aim two inches below his collar bone. If you can make him LIKE you it is far and away bet ter than to try to PROVE anything to his mind. Very probably he hasn't much mind to speak of. But we all have hearts.