In the preparation of this volume the plan has been to present the principles of shoe salesmanship—not an abstract or generalized treatment but a specific statement of the principles as they apply directly to the daily efforts of the retail shoe salesman. Throughout, the author’s purpose has been to emphasize the fact that true salesmanship is an effort of brains rather than one of physical endeavor or rule-of-thumb methods.

It is recognized that preparation for success in selling must commence within the man himself and that only as he improves himself will he be able to communicate a higher quality of service to his customer. Realizing this, the chief stress in the first four chapters of the volume is placed on those important qualities that have to do with the man’s responsibility to himself. Mainly these are considerations bearing on the proper care and development of the body and, what is still more essential, the proper mental attitude of the man toward his present job and future development. This having been accomplished the salesman is ready to consider his further growth, which comes through a better understanding of his relation and responsibility to others—the customer and the employer. It is on these facts that the main stress is laid throughout the later chapters.

Acknowledgment is gratefully made to the following shoe men for their valuable suggestions, based upon years of successful selling experience: James M. Borland, George F. Breck, R. E. Caradine, Herbert E. Currier, R. C. Hearne, J. F. Knowles, W. E. McIlhenny, H. C. McLaughlin, Thomas B. Meath, A. E. Oldaker, Joseph E. Palmer, A. E. Pitts, John F. Reedy, Sydney Stokes.