SUGGESTION
The operation of the human mind in getting started on a train of thought has been compared with that of a trolley car or automobile in getting started from the condition of rest. It is not possible to apply the full power at once and to get an immediate operation of the car at full speed ahead. The power when increased gradually builds up the speed, and the forward motion goes on so naturally that it becomes almost unnoticeable. It is said that the human mind operates much the same when given an idea in the form of a suggestion. To the shoe salesman this means that there must be only a limited number of suggestions presented and that these should be offered one after another only as the mind has time to get started and under motion on the one preceding.
To make this more concrete, it may be assumed that the salesman has offered his customer a certain style of shoe, that he has told the chief points concerning it, and that the customer has made no reply. Should the salesman at once produce another shoe and begin his talk concerning it, the customer would become confused and be further away from a decision than he was with only one pair to consider. Only after it is clear that the first shoe is not the one wanted, or at the customer’s special request, should others be offered. Give the customer’s mind a chance to get accustomed to the suggestions already offered.
All suggestions made should be of a positive nature. Their purpose is to assist the customer to a decision. The following illustration is given to show the effect of a negative suggestion:
The attention of a physician was attracted the other day by a shoe he noticed in the window of one of the city stores. Going in, he said to the clerk: “I’d like to see some of the styles you are showing in the line of Oxfords for summer. I don’t want to try on a pair just now, but I would like to have you show me three or four styles.”
“Well,” said the clerk, “we haven’t very many Oxfords in stock just yet. Most of the styles that we will carry this summer are shown in the window. You can go out and look at them.”
The customer did go out—and didn’t come back.
The suggestion of being too anxious to make a sale causes the customer to be skeptical. He will either question the quality of the goods being shown or the ability of the salesman to give him dependable service. The salesman’s effort, to be more effective, should be so natural that it does not occur to the customer that he is being led to a decision. The interpretation that a great actor gives to a part he is playing is so natural that his audience loses sight of the fact that there is effort, and actually moves along in the part with the actor.
Nervous hurrying as shown by quick, excited movements causes uneasiness to the customer. There is the danger of having this shown when there are several customers waiting to be served. However, the effect produced by excited hurrying is that of confusion in the customer’s mind. His decision is reached less easily under such circumstances. The salesman is thus unable to accomplish as much as he would under an even, steady pace. The brisk, snappy movement of enthusiasm is not to be confused with that of excitement. The former is a thing to cultivate. It represents the spirit of the times. It wins the customer’s respect and saves his time as well as that of the salesman.