Approach the one with whom you expect to do business like a man, without any doubts, without any earmarks of a cringing, crawling or craven disposition. Enter his office as the Washington official entered mine, like a high-class man meeting a high-class man. You will compel attention and respect instantly, as he did.
Your introduction is an entering wedge, your first chance to score a point. If you present a pleasing picture as you enter you will score a strong point. Here is where you must choose the golden mean between cringing and over-boldness. If you approach a man with your hat on, and a cigar or cigarette in your mouth, or still smoking in your fingers; if your breath smells of liquor; if you show that you are not up to physical standard; if there is any evidence of dissipation in your appearance; if you swagger or show any lack of respect, all these things will count against you. If you present an unpleasing picture, if there is anything about you which your prospect does not like; if you bluster, or if you lack dignity; if you do not look him straight in the eye; if there is any evidence of doubt or fear or lack of confidence in yourself, you will at once arouse a prejudice in his mind that will cause him to doubt the story you tell and to look with suspicion at the goods you are trying to sell.
A salesman once entered a business man’s office holding a tooth-pick in his mouth. You may think it was a little thing, but it so prejudiced the would-be customer against him at the start that it made it much more difficult for him even to get a chance to show his samples. The business man in question was very particular in regard to little points of manners, and was himself a model of deportment.
I know of another salesman who makes a most unfortunate first impression because he has no presence whatever, not a particle of dignity; he is timid and morbidly self-conscious, and it takes him some minutes after he has met a stranger to regain his self-possession. To those who know him he is a kindly and genuinely lovable man, but he does not appear to advantage at a first introduction. He is a college graduate, and was so popular and stood so high in his class that he was proposed to represent it at commencement. He was defeated, however, on the plea that he would make such a bad impression on the public that he would not properly represent the class.
Self-possession is an indispensable quality in a salesman. It is natural to the man who has confidence in himself, and without self-confidence it is hard to make a dignified appearance or to make others believe in you.
What you think of yourself will have a great deal to do with what a prospect will think of you, because you will radiate your estimate of yourself. If you have a little seven-by-nine model of a man in your mind you will etch that picture on the mind of your prospect. In approaching a prospect, walk, talk and act not only like a man who believes in himself, but one who also believes in and thoroughly knows his business. When a physician is called into a home in an emergency, no matter how able a man may be at the head of the house, no matter how well educated the mother and children may be, everybody stands aside when he enters. They feel that the doctor is the master of the situation, that he alone knows what to do, and they all defer to him. Everybody follows his directions implicitly.
You should approach a possible customer with something of this professional air, an air of supreme assurance, of confidence in your ability, in your honesty and integrity, confidence in your knowledge of your business. Your professional dignity alone will help to make a good impression, and will win courtesy. It will insure you at least a respectful hearing, and there is your chance to play your part in a masterful manner.
A publisher who has a large number of book agents in the field, advises his men to act, when the servant answers the door bell, as though they were expected and welcome. He tells them, if it is raining to take off their rubbers, if it is muddy or dusty to wipe off their shoes and act as though they expected to go in.
The idea is to make a favorable impression upon the servant first of all, for if they were to behave as though they were not sure they would be admitted, apologizing for making so much trouble and assuming the attitude of asking a favor, they would communicate their doubt to the servant, and would not be likely to gain admittance, not to speak of an audience with the mistress. In short, the carrying of a positive, victorious mental attitude, the radiating of a vigorous expectation of getting a hearing will get you one.
The agent who rings a door bell with a palpitating heart, with a great big doubt in his mind as to whether he ought to do it, and who, when the door is opened, acts as though he were stealing somebody’s valuable time, and had no right to be there at all, will create a prejudice against him before he opens his mouth. And before he gets a chance to plead his cause he will probably find the door closed in his face.