MARKETING OF DAIRY PRODUCTS 227 



chaser. He should present the goods just as they are, not 

 making any statements without authority from his house or 

 statements which his firm is unable to back up. 



2. He Should Cultivate Acquaintance with His Customers 

 and Always be Glad to See Them. A salesman who is afraid of 

 meeting his customers after he has called on them a few times 

 does not understand the secret of gaining their friendship. 

 Such friendship can be gained only by salesmen who are in 

 sympathy with, and have respect for, the people with whom 

 they are dealing. The salesman should therefore be ready to 

 observe the good qualities of his customer but slow in observing 

 the qualities less desirable. A salesman's opportunity to be of 

 help to his customers should be considered as a privilege, as it 

 will result in mutual friendship, which is the strongest asset a 

 salesman can possess. 



3. He Should Know the Goods He Sells and Have Confidence 

 in the House He Represents. The man who sells a dairy prod- 

 uct should know how such a product is manufactured, and if 

 he is without technical knowledge then he should first work for 

 some time in a dairy establishment. Even though he may have 

 a fair technical knowledge he should spend a few days in the 

 factory which manufactures the goods he is to sell. It is just 

 as essential for a salesman to be in possession of such knowledge 

 as it is for the attorney who is to conduct a case based on tech- 

 nical principles. 



It is not merely the general principles of manufacturing, 

 common to all establishments making the same line of goods, 

 that should be studied, but especially such phases of the work 

 in which the factory he represents excels the others. Particu- 

 lar attention should be given to sanitation, quality of raw 

 material used, scientific principles involved in manufacturing, 

 and quality and appearance of the finished product. 



Experience thus obtained enables the representative to pre- 

 sent properly the merits of the goods he sells. It also gives him 

 enthusiasm and confidence in his firm. It is a difficult task for 

 any one to sell an unknown product even at an average price; 

 it is comparatively easy to sell a product at an advance in price 



