No matter how well posted a man may be in the science and technique of salesmanship, his actual sales will depend very largely upon his personality.
“The man or woman wishing to present to me a business proposition,” said a high class, successful merchant, “must have a good address and an agreeable manner and appearance, or he will not get a hearing. The reason is, it would be impossible for me to see half the people who approach me with schemes; therefore, I reject without a hearing all those that are not presented by people who have an agreeable manner and good address. I take it for granted that a first-class proposition will be presented by a first-class man, and vice versa.”
Whether the customer comes to you, or you go to the customer, there are certain very simple things to keep in mind. The first is the important part personality plays in selling. The appearance and the manner of a salesman, together with the tactful enthusiasm which he manifests, and the concentration which he puts into his work, all tend to inspire confidence. The salesman must consider his customer’s business, and sometimes his social position. The temperament, also, of the customer, as well as the best time and place to see him, must be taken into consideration. One of the things so often neglected by salesmen is to get points of contact from the surroundings, such as pictures on the wall, books and papers on the desk, as well as from the prospect’s attire. Keep in mind these four aids to a right approach:
First: Entertain a feeling of equality with your customer.
Second: Remember that you have a favor to bestow. Assume the rÔle of a benefactor.
Third: Show friendliness. There should be the heart-touch in every real approach.
Fourth: Be observing. Look for suggestions in your surroundings, for a point of contact.
We express ourselves not only through the words we utter, but by the tone of the voice, the expression of the face, our gestures, and our bearing. All five of these elements should be carefully considered, because the salesman who would have the greatest success not only must be understood, but he must be felt. It is important to be clear and forceful in our language, and for this purpose a thorough knowledge of English grammar and rhetoric will aid the salesman.
The accompanying chart should prove helpful.
EXPRESSION
“When all is said and done, it is the choice and use of words that determines whether or not we succeed in expressing our thoughts and feelings clearly and adequately.”—“Manual of Composition and Rhetoric,” by Gardiner, Kittredge and Arnold.
The five elements affecting expression of ideas are:
| 1. Voice | Rich, |
| Refined, |
| Deep, |
| Modulated, |
| Full, distinct articulation. |
| 2. Bearing | Before sale, |
| During ” |
| After ” |
| 3. Gestures | In talking, |
| ” displaying samples, |
| ” presenting reading matter or contracts. |
| 4. Facial expression. |
| 5. Language | simple
Diction
suitable | a. Purity | Violated by |
| 1. Slang; |
| 2. Obsolete words; |
| 3. Provincialisms; |
| 4. Foreign words; |
| 5. Newly coined words. |
| b. Precision | Results from |
| 1. Thorough knowledge of subject; |
| 2. Extensive vocabulary; |
| 3. Power to discriminate; |
| 4. Use of specific for general, or general for specific term, as idea requires. |
simple
Style
suitable | a. Unity | One idea at a time; |
| Stick to subject. |
| b. Clearness | Have clear ideas and use appropriate words. |
| Use good grammar. Beware of technical words. |
| c. Energy or Force | Results from brevity, clearness, directness and judicious use of figurative language. |
| d. Elegance or Harmony | Smooth, euphonious speech; Alliteration. |
| Read best authors. |
