298 SELLINGLUMBER 



will have more respect for your business knowledge, and then it 

 will be easier to obtain his confidence. 



If you are familiar with the demands of the local trade and 

 know the usages for which the several kinds of lumber are in- 

 tended, you can frequently be of considerable assistance to a retail 

 lumberman in making up his order, and once you are called upon 

 by him to assist him in that, or in any capacity, you have cemented 

 his friendship and have created what we call non-competitive busi- 

 ness. 



If you show a knowledge and familiarity with the retail end 

 of the business your customer (provided he is the retail dealer) 

 will frequently call on you to assist him in landing a job in his 

 town or community, which means more business for you as well as 

 his yard. 



In addition to having a general knowledge of the retail lum- 

 ber business in your territory you should have a specific knowl- 

 edge of how each of your customers conducts his particular, or 

 individual, business. Of course you must use tact and use your 

 eyes and ears to get this knowledge and information; if you are 

 a good business man as well as a good salesman you might some- 

 times prefer not to sell this particular customer, as loose meth- 

 ods of conducting a retail lumber business are examples of in- 

 efficiency, and inefficiency is the forerunner of loss and failure. 



Therefore, what do you know about retail lumber merchan- 

 dising? You may grade yourself accordingly. 



ii. Courtesy. 



Courtesy is perhaps the finest accomplishment of a human 

 being. It is the badge of refinement; it signifies consideration 

 for others; it bespeaks unselfishness; it creates good will; it 

 Importance ma ^ es friends; it makes business; it makes money; it costs noth- 

 of Courtesy ing, but produces more profit than all the side lines in the world. 

 It is a tremendous factor for success in every business, and it 

 is one of the chief essentials of a lumber salesman. 

 Are you courteous? If so, what per cent? 



12. Truthfulness and Honesty. 



The day has passed when a man, firm or corporation could 

 be dishonest with his trade or customers and still succeed. That 

 "honesty is the best policy" in business was never more truth- 

 ful than today. 



