Fourth: Be observing. Look for suggestions in your surroundings, for a point of contact.

We express ourselves not only through the words we utter, but by the tone of the voice, the expression of the face, our gestures, and our bearing. All five of these elements should be carefully considered, because the salesman who would have the greatest success not only must be understood, but he must be felt. It is important to be clear and forceful in our language, and for this purpose a thorough knowledge of English grammar and rhetoric will aid the salesman.

The accompanying chart should prove helpful.

EXPRESSION

“When all is said and done, it is the choice and use of words that determines whether or not we succeed in expressing our thoughts and feelings clearly and adequately.”—“Manual of Composition and Rhetoric,” by Gardiner, Kittredge and Arnold.

The five elements affecting expression of ideas are:

1. VoiceRich,
Refined,
Deep,
Modulated,
Full, distinct articulation.
2. BearingBefore sale,
During ”
After ”
3. GesturesIn talking,
” displaying samples,
” presenting reading matter or contracts.
4. Facial expression.
5. Languagesimple
Diction
suitable		a. PurityViolated by
1. Slang;
2. Obsolete words;
3. Provincialisms;
4. Foreign words;
5. Newly coined words.
b. PrecisionResults from
1. Thorough knowledge of subject;
2. Extensive vocabulary;
3. Power to discriminate;
4. Use of specific for general, or general for specific term, as idea requires.
simple
Style
suitable		a. UnityOne idea at a time;
Stick to subject.
b. ClearnessHave clear ideas and use appropriate words.
Use good grammar. Beware of technical words.
c. Energy or ForceResults from brevity, clearness, directness and judicious use of figurative language.
d. Elegance or HarmonySmooth, euphonious speech; Alliteration.
Read best authors.

CHAPTER VII
THE ABILITY TO TALK WELL