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PREFACE
In the preparation of this volume the plan has been to present the principles of shoe salesmanship—not an abstract or generalized treatment but a specific statement of the principles as they apply directly to the daily efforts of the retail shoe salesman. Throughout, the author’s purpose has been to emphasize the fact that true salesmanship is an effort of brains rather than one of physical endeavor or rule-of-thumb methods.
It is recognized that preparation for success in selling must commence within the man himself and that only as he improves himself will he be able to communicate a higher quality of service to his customer. Realizing this, the chief stress in the first four chapters of the volume is placed on those important qualities that have to do with the man’s responsibility to himself. Mainly these are considerations bearing on the proper care and development of the body and, what is still more essential, the proper mental attitude of the man toward his present job and future development. This having been accomplished the salesman is ready to consider his further growth, which comes through a better understanding of his relation and responsibility to others—the customer and the employer. It is on these facts that the main stress is laid throughout the later chapters.
Acknowledgment is gratefully made to the following shoe men for their valuable suggestions, based upon years of successful selling experience: James M. Borland, George F. Breck, R. E. Caradine, Herbert E. Currier, R. C. Hearne, J. F. Knowles, W. E. McIlhenny, H. C. McLaughlin, Thomas B. Meath, A. E. Oldaker, Joseph E. Palmer, A. E. Pitts, John F. Reedy, Sydney Stokes.
George F. Hamilton
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. | ||