SELLING salesmanship is a term used to express the selling of one particular line of goods, or even a single article, to persons who, generally speaking, do not retail the same again, but retain it for use in their own businesses or homes.
This definition of specialty salesmanship makes clear that a great deal more is exacted from those engaged in the work than L expected from the commercial traveller. The commercial traveller may sell flour to a baker for many years; the specialty salesman may sell him a machine of some kind, and not expect to do business again for years, and perhaps never again at all.
The commercial traveller is usually given a list of customers to call upon, and those customers have to keep their shops stocked by buying from somebody. The demand is already there, and the traveller simply does all possible to increase it. But the specialty man generally finds no actual demand for his machine or book, or whatever he is interested in, and has to set to work to create a demand—a task all the more difficult, inasmuch as the prospective purchaser will be investing his own money with no hope of passing on the goods at a profit.
Whilst the value of a list of satisfied users of a specialty can hardly be over-estimated, it is about all the new specialty man has to assist him at the start. Handling a line which prospective buyers have done without all along, he finds himself compelled to demonstrate to every fresh person the value of what he has to sell, and usually to entirely change that person's ideas upon the subject under discussion.
The specialty salesman, therefore, has to be an originator. He needs to possess much initiative, the ability to work satisfactorily without control, or with very little. The difficulties of his business will call for eyes and ears that are always open to make the most of the slightest opportunity. To secure hints as to people who might possibly be interested in his specialty, he must be able to mix with other successful business men and to win their confidence in an upright way.
The specialty salesman meets with many more rebuff's than his confrere the commercial traveller, for he is perpetually calling upon new people, and really never comes near to establishing a "connection," for he can only hope for an occasional repeat order. Sufficient has now been written to make it clear that the specialty salesman, or "sales agent," as he is often termed, has to be a born fighter for business. In addition, he must continually study in
his chosen profession, or will soon become out of date.
It is superfluous to add that good health and industry are required, for without those qualifications there is little chance of ultimate success. The large incomes made by successful sales agents, however, continue to attract a great number of men, many of whom are quite unsuitable for the work. It has been found profitable, if not actually necessary, to instruct new men in the business to be undertaken, so that they may have a better chance of success. An allowance sufficient to cover personal expenses is made in such cases during the few weeks period of instruction. Too much importance can not be attached to the qualification of being able to work when un watched, for employers know to their cost that they are continually engaging men who do not really love work, and who become less industrious as their distance from headquarters increases.
After every precaution has been taken in engaging men for specialty selling, there is always a large proportion of failures This fact alone makes the successful men who can point to good records of great value, and their services fetch a high price in the market. Given initiative, a fairly pleasing personality, and the other qualifications noted, there is every reason for regarding this special kind of salesmanship as a most important profession.
Payment is generally on a commission basis, either partially or entirely, money being usually advanced weekly against commissions to fall due in the near future. This method of payment should be quite satisfactory to the man who feels that he is in business for himself, and that there is very little limit to his earning capacity. Ile need rare!y consider that the rate of commission might be cut down in consequence of his earning too much, for there are almost always too many unsuccessful men to allow of a cut in rates. Even the indifferent men must live, and unless they earn enough to keep out of debt, it soon becomes impossible to get men in sufficient number to carry on a business of any size. The rates of commission beinp. fixed to accommodate the moderately successful men, there is always a splendid opening for the exceptionally good, salesman. Like many another profession, there is not a great deal of money for the men max the bottom, but ample incomes are obtainable by those who can reach the top.