Some salesmen kill a territory on their first trip. Bad manners can do it very easily. Sometimes they make themselves so objectionable that the customer will buy to get rid of them, especially if the purchase does not involve more than a dollar or two. Sometimes they carry the customer along so smoothly with plausible arguments that they persuade him to buy something that he knows he does not want. It is all right so long as the salesman is present, but discontent follows in his trail. Sometimes—stocks and bonds salesmen are guilty here—they wheedle the customer into buying more than he can afford, beginning on the premise that since their stocks are good (and the men who sell fraudulent ones use the same methods) a man should if he has a hundred dollars buy a hundred dollars' worth, if he has a million he should buy a million dollars' worth, if he has a home he must mortgage it, if he has an automobile he must sell it. No good salesman works like this. People are very gullible and it takes little argument to persuade them to invest nearly all they have in something that will make them rich in a hurry, but the fact that they are foolish is not quite sufficient justification for fooling them. Even if the stocks and bonds are all the salesman believes and represents them to be, no man has a right to risk his home or his happiness for them. A worth while salesman leaves his customer satisfied and comes back a year later and finds him still satisfied. And this sort of customer is the best advertisement and the best friend any business can have.
Bad salesmen create violent prejudices against the firms they represent. For the average customer, like the average man, judges the whole of a thing by the part that he sees. To most of us the word Chinaman calls up the picture of the laundryman around the corner in spite of the fact that there are some three hundred million Chinamen in the world engaged in other occupations. Salesmen who are consumed with their own importance do their firms more harm than good. They usually are men in positions too big for them (they may not be very big at that) and are for the most part of not much more real consequence than the gnat which sat on the tip of the bull's horn and cried, “See what a dust I raise!” Glum and sullen salesmen—there are not many of them—are of little genuine value to their firms. It is not true that when you weep you weep alone. Gloomy moods are as contagious as pleasant ones, and a happy man radiates happiness.
It is not easy to look pleasant when one's nerves are bruised from miscellaneous contacts with all sorts of people, but it is an actual fact that assuming the gestures of a mood will often induce the mood itself. The man who forces himself to look cheerful (we are not talking about the one who takes on an idiotic grin) may find himself after a while beginning to feel cheerful. After he has greeted the elevator boy with a smile (it may be a very crooked one) and the hotel clerk and the waitress and the bootblack and the paper boy he is likely to find that the smile has straightened out into a genuine one. It does not always work—it is like counting to a hundred when one is angry—but it is worth trying.
Salesmen find their greatest difficulties among people of little education. It is the people with fewest ideas that cling to them most tenaciously. Scholars and scientists and business men who have learned to employ scientific methods are constantly watching for something new. They welcome new discoveries and new ideas, but the man in the backwoods of ignorance has a fence around the limits of his mind and it is hard for anything to get inside it. He is open to conviction, but like the Scotsman, he would like to see the person who could “convict” him. It is hard work to get a new idea into the mind of a man who is encased in a shell of ignorance or prejudice, but the salesman is worse than bad-mannered who lets another man, whoever he is, know that he thinks his religion is no good, that his political party is rotten, that his country is not worth a cancelled postage stamp, and that the people of his race are “frogs,” “square-heads,” “dagos,” “wops,” or “kikes.”
Salesmen who are themselves courteous usually meet with courtesy. The people who move graciously through life find comparatively little rudeness in the world. And a good salesman is courteous to all men alike. With him overalls command as much respect as broadcloth. It pays—not only in money, but in other things that are worth more.
A salesman should be especially careful of his attitude toward the representatives of rival houses and their products. His eagerness to advance his own cause should never lead him into belittling them. He need not go out of his way to praise them nor should he speak of them insincerely in glowing terms; but an honest word of commendation shows that he is not afraid of his rivals in spite of the fact that they too have excellent goods, and when it is impossible to speak well of them it is best to stay silent.
It is not hard to see why business men spend so much time and effort in selecting their salesmen. They know that one who is ill-mannered or offensive in any way indicates either a lack of breeding or a lack of judgment on the part of the parent concern. And one is about as bad as the other.