In salesmanship, as in war, there is offensive and defensive. The trained salesman knows how to attack, and he knows how to defend himself when he is attacked. Everything contained within the covers of this book has for its object the most effective offensive and defensive methods in selling.
CHAPTER III
THE MOST IMPORTANT SUBJECTS OF STUDY
“Salesmanship is knowing yourself, your company, your prospect and your product, and applying your knowledge.”
The qualities which make a great business man also enter into the making of a great salesman.
Salesmanship is fast becoming a profession, and only the salesman who is superbly equipped can hope to win out in any large way.
Different authorities agree pretty much on the subjects which must be studied or understood in the making of good salesmen, although they classify in somewhat different ways the headings under which salesmanship should be studied.
Mr. Arthur F. Sheldon, for instance, in his able Course, has divided the knowledge pertaining to scientific salesmanship under four heads: 1, The Salesman; 2, The Goods; 3, The Customer; 4, The Sale. The “Drygoods Economist” has some excellent courses on salesmanship, in which they use almost this identical classification, treating the subject under the four general divisions: 1, The Salesman; 2, The Goods; 3, The Customer; 4, Service. Mr. Charles L. Huff has added to the valuable data on salesmanship a book in which he gives the following five factors as the headings under which the subject of salesmanship should be covered, namely: 1, Price; 2, Quality; 3, Service; 4, Friendship; 5, Presentation.
Every salesman is really teaching the customer something about the goods. He is, so to speak, a teacher of values, or if you prefer, “a business missionary.” In order to teach well he should have these most valuable assets: first, right methods of meeting customer; second, thorough knowledge of self, of goods, of customer and conditions; third, ability to meet competition, both real and imaginary; fourth, helpful habits; fifth, good powers of originating and planning; sixth, a selling talk, or something worth while saying; seventh, properly developed feelings, which will add force to what he says.