Chapter IV 



THE FUNDAMENTALS OF SELLING 



IN Italy, not long ago, some groups of factory workmen 

 thought that the management of their factories was 

 taking all the profits without doing any productive 

 work. So, taking things into their own hands, they 

 threw said management out. These men were not below 

 the normal of intelligence, and for a time their efforts 

 at running the factory were successful. Production went 

 along as usual or even better and they were elated. 



But soon came a time when they realized that every- 

 thing was production; that there were no sales and hence 

 no cash with which to pay themselves. Not understand- 

 ing finances or salesmanship, they could not move the goods 

 they made, and they finally admitted their failure and 

 begged the office force and management to return. 



In this story there is a lesson for every business man, 

 which is that ^'Production is valueless without selling.'' 

 In times of war or of depleted markets, one's efforts at sell- 

 ing represent merely the function of order taking, but as 

 times of stricter competition draw nigh it is necessary to 

 talk a little more convincingly, advertise a little oftener, 

 and write a little more strongly. Here is the time when a 

 need is found for the real principles that underlie all 

 selling effort. 



So in this chapter I shall not attempt to describe 

 specific plans for advertising or selling, but rather shall 



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