There is a sort of hypnotic power which passes for persuasiveness, and enables a man to get orders at the outset, but it is not based on honesty, and in the long run seriously hurts a man’s business.
A magnetic, spellbinding salesman will often bring to his house larger orders than some other salesman, but in the end will lose customers and injure himself and his concern, while the one who does not sell nearly as much to start with will make many more friends, and will hold his customers, because he looks out for their interest, and only tries to sell them what is to their advantage to buy. He will not work off a large bill of goods upon them which he knows in his heart they should not buy. He studies their needs, and so wins their confidence and good-will.
The ability to make others think as you do is a tremendous power, and carries great responsibility. If it is not kindly and honestly used it will prove a boomerang and injure most the one who uses it. He will soon become known as a “spellbinder,” and people will not do business with him.
Mere “palaver and soft soap” do not cut nearly so much of a figure in salesmanship as formerly. The time has gone by forever when a salesman is chiefly measured by his ability to tell good yarns and crack jokes with his prospects. Honesty first, is the business slogan to-day. Spellbinding methods are not in demand. While you may, and should, be as affable as you please, you must be thoroughly sincere.
Even in trying to approach a man through his hobby, great caution must be used. If he is a shrewd, long-headed man he is going to see through any subterfuge, and if he gets the slightest idea that you are trying to “string” him, or if he sees the slightest evidence of insincerity or cunning, if he sees any plot back of your eye, your game is up. We must first believe in a man’s integrity, even though he may deceive us, before he can persuade us to do what we thought we would not do.
To-day it is the clean, straight-from-the-shoulder talk, cold facts that the average business man wants. Yet the men of persuasive powers can present those facts in such a way that the prospect will be made to feel that the salesman is his friend and acting entirely in his interest. No man relishes the idea of being “managed,” and, no matter how much he loves flattery, he will question your motive if you attempt it.
Very tactful and just praise, however, will help your cause considerably with the average man. Remember that your prospect will be always on his guard against any sort of deceit. He will be looking for evidences of insincerity. He has no intention of allowing himself to be duped or gulled. Above all, remember that there is no substitute for sincerity in any field. There is nothing that will take the place in our lives of absolute transparency, simplicity, honesty, kindness. The Golden Rule is the only rule of conduct that will bring true success in any business.