Principles of Salesmanship

Front Cover
Ronald Press Company, 1918 - Selling - 346 pages
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Salesmans Attitude Toward Specialty Buyers Class
32
Summary IV The Preparation of the Selling Talk
33
35 Constructing the Sales Argument for a Wholesale Sale
34
The Appeal to Profit
35
37 Demand
36
Price
38
39 Terms
39
Service 41 Reputation 42 Ingredients 43 Palatability 44 Every Proposition Has Its Talking Points 45 The Talking Points of a Specialty
40
Analysis of Goods Not Needed for a Retail Sale 47 Method of Learning Arguments
42
4a Advantages of Learning Arguments Verbatim
43
49 Summary
44
The Customers Mental Journey
45
The Mental Stages in a Retail Sale
46
Attention
52
Securing Attention by Mail
53
Interest
54
Desire
55
Action
56
Why the Customer Vacillates
57
Summary
58
Connecting Selling Talk with Prospects Interest
59
The Connecting Link May be a Name 70 Arousing Interest by Appealing to Curiosity
60
Example of an Appeal to Curiosity
61
The Flank Approach 73 Variations of Flank Approach
62
Do Not Make It Easy to Say No
63
Summary
64
Interesting the Retail Customer
66
Methods of Interesting the Shopper
67
Selling Something Other Than the Article Asked For 80 Superiority Should Not be Claimed Without Proof
68
Selling Another Brand Without Substitution
69
The Customer Who Is Just Looking Around
71
Avoid Asking Many Questions
72
Avoid Mentioning Prices
73
Finding the Price Limit
74
Show the Largest Sized Packages
75
Avoid Telling Size 88 The General Attitude of the Retail Sales
76
Sales Argument Must be Clear and Definite
77
Details of Argument Must be Logically
78
The Construction of Similes and Metaphors
80
Reasoning by Analogy
81
Comparative Statements Strengthened by Analogy
82
The Usefulness of Analogy in Combating Illogical Arguments
83
Suggestions for Strengthening the Sales Argument
84
Winning the Interview
85
Reasons Why the Buyer Refuses an Inter view 101 When to Force an Interview
86
Polite Insistence Always Worth a Trial
87
When to Avoid Mentioning Nature of Business
88
ranged person
89
Ask for an Interview as if Expected
90
The Adroit Use of Samples
91
Heroic Methods Sometimes Needed
92
The Nerve of a Book Salesman
93
Sheer Nerve Sometimes Wins
95
The Generalship of the Preapproach
97
How the Specialty Salesman Makes a Pre approach
98
Metaphorical Definition of Preapproach
99
Illustrations of the Value of the Preapproach 114 Useful Information for the Retail Salesman
100
Try to Find Out the Customers Name
101
Ascertain the Quantity of Goods Used 117 Where the Neglect of the Preapproach Proved Fatal
102
The Preapproach Essential Before Estimating
103
Summary to Part I
104
Part IIIn Contact with the Customer
105
Chapter Page XI The Delivery of the Sales Talk as a Whole
107
Disadvantages of Castiron Sales Canvass
108
The Language and Style of the Sales Talk 123 How to Make the Sales Talk Convincing
109
Meeting the Objections of the Buyer 125 Securing the Customers Assent to Claims
110
How to Build Up a Strong Claim Step by Step
111
The Time for Silence
113
Put Yourself in the Buyers Place 129 Hold the Primary Object in View
114
Things to Remember in Opening the Interview
116
Appearance in Selling a Specialty 132 Insist Upon the Customers Undivided At tention
117
How to Patch Up a Broken Interview 134 Handling the Customer with a Grouch
119
Never Apologize for Taking Up a Prospects Time
120
The Use of a Business Card 137 When to Shake Hands
121
The Correct Use of Sir and Madam
122
Helping the Customer Who Is Looking Around
123
How to Handle More Than One Customer
124
Things to Remember in the Body of the Inter view
125
Make the Argument Applicable to Prospects Needs
126
Avoid Mentioning Competitors
127
When Comparisons Are Permissible
128
Competition May be Mentioned when
129
Chapter Pagr 147 Let the Customer Handle the Goods
131
The Importance of Asking Questions
132
Developing Confidence in the Buyer
133
The Use of Testimonials 151 Where Testimonials Are Most Useful
134
When to Use Testimonials
135
pected
136
Different Types of Customers and How to Deal
137
with Them
138
Argument Must be Adapted to Tempera ment
139
Futility of Arbitrary Classification
141
The EasyGoing GoodNatured Type of Buyer
142
The Cold Critical Buyer
143
Do Not Teach the Buyer His Own Business 162 The Selfimportant Type of Buyer
144
When Demonstration Is Essential
146
Characteristic Retail Types
147
The Handling of the Querulous Shopper
148
The Irresolute Garrulous Shopper
149
Summary
152
Objections and How to Answer Them
153
Never Openly Contradict the Buyer
154
The Mental Indecision of the Buyer 172 Two Kinds of Objections
155
Answering Objections and Excuses
156
Meeting Objections as to Quality
157
Meeting Objections as to Price
158
Chapter Page 177 We Are Well Satisfied with Our Present Connections
159
Ill Have to Think it Over
170
Suppose You Call Again
171
Stop In on Your Next Trip and Perhaps Well Do Business
172
Talk from the Customers Viewpoint 193 Finding a Point of Agreement
173
We Are Stocked Up to the Limit
176
The Psychological Moment to Close
177
Closing Merely the Final Decision
178
Assume that the Order Will be Given
179
Avoid the Negative Question Close
180
Positive Assertions Help the Close
181
Picture the Customer Using the Goods
182
Example of Appealing to the Imagination
183
When a First Attempt to Close Fails 203 Example of a Change of Tactics
184
The Final Closing Argument
185
Things to Remember When Closing
187
How Much to Sell When Closing
188
Chapter Page 208 When to Sell the Whole Line
189
Closing with a Cautious Doubting Buyer 210 The Signing of a Contract
190
Rebates and Discounts at the Close
192
When Obstacles Arise to Prevent a Sale
193
An Example of Resource in Closing
194
Part IIIThe Salesmans PostGraduate Course
197
Friendly Relations with the Buyer
199
215 The Importance of First Impressions 216 Geniality the First Essential
200
How Geniality Can Be Revealed 218 The Importance of ServicePlus
201
Examples of ServicePlus
202
Reveal Interest in What Others
203
Look for a Ground of Common Interest
204
Topics of the Day a Point of Contact
205
The Salesman as a Source of Information
206
Friendly Relations in the Retail Field
207
Summary
208
The Retail Satisfaction that Creates GoodWill
209
Things the Salesperson Must Refrain from Doing
210
Positive Things the Salesperson Can Do 230 The Salesperson and the Service of the Store
211
The Goods Must Give Satisfaction
212
The Result of Truthfulness of Statement
213
Complaints About Unsatisfactory Goods
214
Superficial Study Kills Enthusiasm
215
The Clerical Work of the Salesperson 236 Acquiring the Habit of Concentration
216
All Customers Must be Treated Alike
217
Try to Help the Customer
218
Be Patient with the Customer
219
Chapter Page XXII The Knowledge that Gives Breadth
221
Necessity for Knowledge 242 Know Your House and Its History
222
Knowledge of Processes of Manufacture 244 The Expert Knowledge Demanded by a Motor Truck Concern 245 Schools of Salesmanship for Special...
223
Special Knowledge of Goods
225
The Special Knowledge of the Expert
226
Knowledge of Competing Goods 249 Knowledge for the Retail Salesperson
227
Sources of Information
228
The Acquirement of Knowledge Is Always Worth While
229
The Retail Salesman Must Know His Stock
230
Knowledge Helps to Make Sales Talk Interesting 254 The Use of Eyes and Ears in Acquiring Knowledge
231
Summary
232
Selling at Wholesale Illustrated
233
Characters and Setting
234
A Specialty Sale Illustrated
241
A Retail Sale Illustrated
250
Part IVThe Cultivation of Character
257
The MakeUp of Personality
259
Chapter Page 265 How Personality Can be Developed 266 Why the Study of Personality Comes Last
261
How to Make the Study Practical
262
The Indefinable Thing Termed Person ality
264
Enthusiasm Breaks Down Opposition
265
The Effect of Enthusiasm Upon Tempera ment 272 Loyalty and Belief in Ones House
267
Example of the Result of Loyalty
268
Loyalty Must be Revealed in Little Things 275 How to Develop Enthusiasm
269
Enthusiasm the Fruit of Confidence and Belief
270
The Reaction of Industry on Enthusiasm
271
The Happy Habit of Industry
272
Where Lack of SelfDiscipline Proved Fatal
273
The Importance of the Work Habit in Sales manship
274
The Salesman Who Wants Work Can Find It 283 The Result of Keeping Always At
275
Hints for Developing the Habit of Industry
277
Tackling the Hardest Jobs First 286 The Importance of Foot Work
278
The Reaction of Industry Upon Enthusiasm and Courage
279
The Importance of Little Things
280
The Effect of Outward Appearance Upon Others
281
Effect of Dress Upon the Salesman Himself 291 Importance of Appearance When Selling a Specialty
282
The Handicap of Unconscious Mannerisms
283
Chapter Page 293 Crudities of Speech
284
Examples of Mannerisms in Speech
285
Control of the Voice 296 The Control and Eradication of Unconscious Mannerisms
286
The Courtesy that Attracts and Pleases
288
Example of the Effect of Politeness
289
The Politeness of the Good Listener
290
Courtesy or Consideration for Other People 302 Aggressiveness Should be Tempered with Courtesy
291
Discourtesy Should Never Be Imitated
292
Acquirement of Courteous Manners
293
Courtesy Part of the Salesmans Stock in Trade
294
The Fire of Courage
296
The Second Aspect of Courage
297
Where Quiet Persistence Made Good
298
The Specialty Salesman Must Be Persistent
299
The Cause and Control of Fear 31Z Adequate Preparation the First Essential
300
The Importance of the First Sale
301
Truth of Statement Gives Courage
302
The Effect of Untruth on the Repeat Order
303
Aim at Big Game 317 The Discipline of Facing Disagreeable Prospects
304
The SelfDiscipline of Courage Produces Initiative
306
Example of Initiative
307
The Exercise of Initiative Develops Faculty of Judgment
309
Tact the Lubricant of the Sales Interview
310
Tact Is Revealed in Little Things
311
Chapter Page
312
Vividness of Mental Impressions
324
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information