| CHAPTER I |
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| The Field of Retail Selling | 1–8 |
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| Purpose of the Course; The Plan; How to Read; The Science of Business; The Salesman’s Place; Retail Shoe Selling. | |
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| CHAPTER II |
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| Relation of the Man to His Job | 9–22 |
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| Service; Self Analysis; Confidence; Character; Personality; Carving Out a Career; Co-operation; Success the Reward of Merit; The Price of Success. | |
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| CHAPTER III |
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| Health an Important Factor | 23–38 |
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| Joy of a Healthy Body; Keeping “Fit” for Business; Food; Fresh Air; Sleep; Learn to Play; Care of the Body; Work and Play for the Mind; Nerves; Personal Appearance; The Knack of Being Well Dressed. | |
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| CHAPTER IV |
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| Enthusiasm With Honesty | 39–55 |
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| Getting “Life” Into the Sale; Advertising to Focus the Customer’s Enthusiasm; What is Enthusiasm?; Keeping Up Steam; Make the First Sale to Yourself; The Future a Reflection of “To-Days”; Honesty; Danger of Over-Enthusiasm; Promises. | |
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| CHAPTER V |
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| The Customer as the Salesman’s Guest | 56–75 |
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| The Human Heart Throb; Greeting the Customer; Remembering the Name; No Geography in Service; Familiarity; Meeting Him Face to Face; Side Chatter; Painful Silence; Customer Concentration; Talking in Terms of “You”; Stick to the Sale; Talking in Positive Terms; Don’t Argue; “War-Time Portions” Out of Date. | |
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| CHAPTER VI |
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| Taking an Interest in the Customer | 76–95 |
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| Are You Selling or Is He Buying?; Getting His Interest; Points of Contact; Handling the Goods; Appropriate Selling Talk; Suggestion; Studying the Customer; Discrimination Among Customers; Interruptions. | |
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| CHAPTER VII |
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| Different Types of Customers | 96–109 |
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| Variety Among People; Human Nature; Tuning-Up to the Customer; Children; Talkative People; Practical; Silent; Unpleasant or Grouchy; Elderly Person or Invalid. | |
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| CHAPTER VIII |
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| Different Types of Customers (Continued) | 110–122 |
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| In a Hurry; “Only Looking”; Undecided; Two Friends Together; Ignorant and Poor; Style Regardless of Price; Actual or Assumed Foot Troubles. | |
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| CHAPTER IX |
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| Showing the Goods | 123–142 |
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| Freshen-Up the Selling Talk; The Outsider’s Point of View; Getting Under-Way in the Sale; Style Not in Stock; “Just as Good”; Selecting the Stock; Don’t Concentrate on One Line; Showing More Goods; Customer Who Does Not Buy. | |
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| CHAPTER X |
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| Knowledge of the Stock | 143–159 |
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| “These are Better”; Study of the Stock; Styles; Stock Arrangement; Time Saving; Keeping Posted on New Stock; Customers’ Criticisms; Stock Turn-Over. | |
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| CHAPTER XI |
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| Money Value of Ideas | 160–174 |
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| Getting “Under His Skin”; Making Two Sales Out of One; Advantages of an Extra Pair; Closing the Sale in the Store; Getting Business From Outside Friends; Telephone Salesmanship; Personal Letter; Advantages of Display Fixtures; Exaggeration; Forced Sales. | |
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| CHAPTER XII |
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| The Salesman’s Responsibility | 175–197 |
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| Selling P.M. Goods; Purpose of the P.M.; Advantages; Disadvantages; Salesman’s Attitude Toward P.M.’s; The Customer’s Frame of Mind; Returns; Exchanges; Adjustments; Co-operation; Team Work; Pulling Together With the Store System; Individual Responsibility; The Salesman as a Consulting Expert; Conclusion. | |
