TABLE OF CONTENTS
| CHAPTER I | ||
| PAGE | ||
|---|---|---|
| The Field of Retail Selling | [1]–8 | |
| Purpose of the Course; The Plan; How to Read; The Science of Business; The Salesman’s Place; Retail Shoe Selling. | ||
| CHAPTER II | ||
| Relation of the Man to His Job | [9]–22 | |
| Service; Self Analysis; Confidence; Character; Personality; Carving Out a Career; Co-operation; Success the Reward of Merit; The Price of Success. | ||
| CHAPTER III | ||
| Health an Important Factor | [23]–38 | |
| Joy of a Healthy Body; Keeping “Fit” for Business; Food; Fresh Air; Sleep; Learn to Play; Care of the Body; Work and Play for the Mind; Nerves; Personal Appearance; The Knack of Being Well Dressed. | ||
| CHAPTER IV | ||
| Enthusiasm With Honesty | [39]–55 | |
| Getting “Life” Into the Sale; Advertising to Focus the Customer’s Enthusiasm; What is Enthusiasm?; Keeping Up Steam; Make the First Sale to Yourself; The Future a Reflection of “To-Days”; Honesty; Danger of Over-Enthusiasm; Promises. | ||
| CHAPTER V | ||
| The Customer as the Salesman’s Guest | [56]–75 | |
| The Human Heart Throb; Greeting the Customer; Remembering the Name; No Geography in Service; Familiarity; Meeting Him Face to Face; Side Chatter; Painful Silence; Customer Concentration; Talking in Terms of “You”; Stick to the Sale; Talking in Positive Terms; Don’t Argue; “War-Time Portions” Out of Date. | ||
| CHAPTER VI | ||
| Taking an Interest in the Customer | [76]–95 | |
| Are You Selling or Is He Buying?; Getting His Interest; Points of Contact; Handling the Goods; Appropriate Selling Talk; Suggestion; Studying the Customer; Discrimination Among Customers; Interruptions. | ||
| CHAPTER VII | ||
| Different Types of Customers | [96]–109 | |
| Variety Among People; Human Nature; Tuning-Up to the Customer; Children; Talkative People; Practical; Silent; Unpleasant or Grouchy; Elderly Person or Invalid. | ||
| CHAPTER VIII | ||
| Different Types of Customers (Continued) | [110]–122 | |
| In a Hurry; “Only Looking”; Undecided; Two Friends Together; Ignorant and Poor; Style Regardless of Price; Actual or Assumed Foot Troubles. | ||
| CHAPTER IX | ||
| Showing the Goods | [123]–142 | |
| Freshen-Up the Selling Talk; The Outsider’s Point of View; Getting Under-Way in the Sale; Style Not in Stock; “Just as Good”; Selecting the Stock; Don’t Concentrate on One Line; Showing More Goods; Customer Who Does Not Buy. | ||
| CHAPTER X | ||
| Knowledge of the Stock | [143]–159 | |
| “These are Better”; Study of the Stock; Styles; Stock Arrangement; Time Saving; Keeping Posted on New Stock; Customers’ Criticisms; Stock Turn-Over. | ||
| CHAPTER XI | ||
| Money Value of Ideas | [160]–174 | |
| Getting “Under His Skin”; Making Two Sales Out of One; Advantages of an Extra Pair; Closing the Sale in the Store; Getting Business From Outside Friends; Telephone Salesmanship; Personal Letter; Advantages of Display Fixtures; Exaggeration; Forced Sales. | ||
| CHAPTER XII | ||
| The Salesman’s Responsibility | [175]–197 | |
| Selling P.M. Goods; Purpose of the P.M.; Advantages; Disadvantages; Salesman’s Attitude Toward P.M.’s; The Customer’s Frame of Mind; Returns; Exchanges; Adjustments; Co-operation; Team Work; Pulling Together With the Store System; Individual Responsibility; The Salesman as a Consulting Expert; Conclusion. | ||
RETAIL SHOE SALESMANSHIP