In addition to a pleasing personality a good salesman must have a wide and thorough knowledge of his wares. If he does not know his goods, the sale drags; whereas, if he knows everything good there is to be known about them, his enthusiasm instills enthusiasm into the customer.
After bringing his knowledge and his enthusiasm into play, he must next call on his perseverance and his tact; perseverance to keep at the customer until he gets the order, and tact to know in each case just how to go about getting the order and just when to stop. Many salesmen talk too much; many more do not talk enough.
Exercise 270
Oral
In talking on any of the following subjects be sure you know just what you are going to say before you begin, and then say it clearly and convincingly. Don't say too much and don't say too little. Just exactly how much you should say no one can tell you. You must watch your audience. If they look puzzled, give more details; if they look bored, try shorter, more concise sentences, or bring your talk to a close. After you have explained all your points, sum them up briefly at the end. Remember that your talk must, first, attract attention; second, hold the interest; and third, create enthusiasm and desire to buy.
To supplement what facts you get from observation, study advertisements and catalogues to get material for (9) to (20) below:
1. Get up a talk to persuade a freshman or a group of freshmen to subscribe to the school paper.
2. To persuade girls to contribute to a fund to be used to buy suits for the football team.
3. To induce particularly uninterested freshmen to buy tickets for a school activity; for example, a debate.
4. As a real estate agent induce a classmate to establish a home in your neighborhood.
5. Try to sell the manager of the baseball team a new line of athletic goods.