CHAPTER XVIII 

 MARKETING OF DAIRY PRODUCTS 



A. SALESMANSHIP 



THE selling of goods may be defined as an exchange of values; 

 the act of selling is known as a business transaction. In order 

 that a business transaction may lead to a permanent business 

 relationship the transaction should be of mutual benefit to the 

 parties concerned. The one who buys the goods must feel 

 satisfied that he obtained as good value for his money as could 

 be obtained anywhere. The one who sells the goods should 

 likewise be satisfied with the transaction. If either of the two 

 parties attempts to take advantage of the other the result will be 

 that business relationship between the two will sooner or later 

 be discontinued. 



I. The Salesman. The one who sells goods is known as the 

 salesman. The art of selling goods becomes more important as 

 competition becomes stronger and as business becomes more 

 centralized. The salesman of to-day is therefore a man who 

 must meet many requirements. 



i. He Should be Honest, be of Good Moral Character, and of a 

 Strong but Pleasing Personality. He should cultivate taste 

 for good company, for a man's character is often judged by that 

 of his associates, and the modern business man is won most 

 readily by that salesman who is of a strong character and per- 

 sonality. After he has won the confidence of the buyer a sales- 

 man is often tempted to sell a bigger order of goods than would 

 be profitable for the purchaser to buy, but the salesman should 

 look after the interest of his customers the same as he is looking 

 after the interest of the firm by which he is employed. When- 

 ever necessary he will make suggestions in reference to the size 

 of orders which can be handled to best advantage by the pur- 



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