New Britain herald., 1926-02-09

your product Is vital, for such knowledge Is the base upon which rests confidence and confidence be- gets enthusiasm, and enthusiasm is that vital force which fires not only your own activities but it spreads . 10 others and helps to create in them the desire for possession" which Is the objective for which you are striving.
 Then again, that confidence based on knowledge carries with it that bearing of self-assurance which every man respects in another, re- :ardless Of competitive views.
 The personality to attract the sonality? The dictionary says that which constitutes distinction Of per son. Here is q factor of tremen- [ dous influence. Some men are born with personal qualities that are es- Scnti9l to sales success--that is, they have charm Of person and speech and are 1istinctively good i fellows, but frequently they are eX- ! Celed by men who have been obliged to acquire the necessary qualities by education and cultiva- tion--and miGh. say here that 1 your associations In work or play put their mark upon your personal ity. ToUching upon personal eX- periencc in my younger selling days, l Was most fortunate in being asso- ciated with q group of men whose idcalism vas such as to be 8 strong in1Uence upon mo. And many times I have decided and acted according 10 subconscious effect which their influence left. An attractive per sonality-that is, frank, fair at- 'itude in your dealings with others builds your husinrss success,
 "Crcative sales aUllity. It has been aptly said that 5o per cent Of the sales job Is 10 get the mcrchan- disc onto the dealer's shelf and 50 per cent 10 gtt it of. That being q t1ct which all sales organiza tions distributing merchandise face, what sales talk does the average dealer respond to? IIo rants q good prod ucf, plus sales or marketing assist anCe from the manufacturer. plus creative ideas from the salesman. A successful buyer of large depart ment said to his men few months agu that no longer is his value to his house gaugcd almost solely. as it had bccu ten years ago, by his hnoNledga of tho construction and quality of the product, but by his
 merchandising instinct as 10 whether the item would 20 over az a good item of good value and good turn over.
 Frankly. thorc arn changing con ditlous ~hicil arc speeding up all
 manufacturers and merchants 'o
 greater consumer service. As tn"
 merchant renders greater and
 broader satisfaction 70 fine consumer he necessarily is demanding greater
 >alUos In morchanirn and sales ' e0rr,ra from 'ho rnanufacturor
 This means that the SaIos orga niza tion mus adjurt themsalvcs and gel ] nore and moro merchandising idea,
 ia comtna'irn with their nroduc'
 "lt demands khtner study 0 mar';s'ins potcr,iai5 and w8ys an ] means fnr the G"}clopiuE os sale
 through novelty or originality. "Eceoso. .0l onrulenra ar' . 'arc-,y 4 mo1,r os charrrter ruc ) tn0arNcc, Gn frank and conNS' ' .Yt hroad
 , "Cnaractrr. CuaraH'ar mahos :o , mora,o. aHl an ja3l'jiNa', as al r .rn,~ lights or is moral". l, > ' %1r'Grsl from my 'aonFhts t' { pr.arN. aeo.use r v>re 70 do 90 2 [ cap'1 bos. 1er,n or myself, do . horn'or, van. t9 rmphasiz" fA'
 rar' 0 hjnh roarantoris playing nor .. -,ui mrrr in sales ari>j'y. TAa da, . l4 paSer} vHon | salesman, to ha ; l sur.'ss, n19s' d'pond chiefly oi z @5ol "u9..'p B and t1c a.hjnty ''