PERSONAL SALESMANSHIP 



31 



can be joked into buying. There are dozens of 

 these different types. 



3. He must keep the ''I am working for you' attitude. 

 Example: He must make the customer feel con- 

 stantly that the planting to be done is for his 

 benefit, to his profit, etc. Constant mention of what 

 the nursery company will do represents a poor way 

 of trying to sell. 



4. He must attract attention to his goods. Example: 

 Some customers like to talk about the weather, their 

 garden, their work and everything but what you 

 want them to. A good salesman must skillfully 

 guide the conversation into the proper channels 

 and keep it there. 



5. He must meet objections and even anticipate them. 

 Example: Anticipating objections is the best way 

 to meet them, but the good salesman always has 

 an answer ready, even for unforeseen ones. This 

 is what proves his knowledge of his subject. 



6. He must mention price diplomatically. Example: 

 There is a certain moment in every sale when the 

 prospect is in just the right frame of mind to receive 

 the price. The salesman must sense that moment 

 and come out with the price in a straightforward 

 manner and in such a way as to imply that that price 

 is final. 



7. He must close the sale quickly. Example: Many a 

 good sale has been lost because the salesman has 

 allowed his prospect to start a conversation along 

 other lines, where he is likely to cool off toward the 

 original proposition. After prices are quoted the 

 deal should be closed at once. 



But, you say, this is all a lot of fine theory but it is 

 hard to apply. Naturally, to be able to do these things 



