SUGGESTION IN SELLING. Successful salesmanship depends upon the personality of the salesman. There are two ways of selling goods : one is the personal way when the customer visits the shop, the other is the ad vertising way in which the seller gets his orders through the post. The broad principles for success are the same in both cases. The salesman must have supreme confidence in his goods or lie cannot inspire confidence in the buyer. He must get into the mind of the buyer And find out the points which will make him want the goods. The principal consideration with women is usually the price. If the price is attractive and the goods give satisfaction, repeat orders will naturally follow. It is not always wise to make the cost the chief argument. After all, it is the goods which are being sold and not the price. Point out to the buyer the chief points about the goods which make them worth getting, and show that these qualities make your goods more desirable than other people's. Others may imitate your prices, and your object should be to show that they can never imitate your goods and give such value as you offer.
It is in attention to the sometimes unconsidered details that the good salesman will score off a less skilful one. You want to concentrate the attention of the customer upon the goods you are selling. Do not confuse his mind with a lot of other things as well. Clear the decks and sell one thing at a time. You must " put the pretty lady in the limelight," as it were, by showing your goods to the best advantage. If you are selling personally, show the article on a clear counter. If you are selling by circular or newspaper advertisement, display your design clearly (and make it look attractive), show your price boldly, and set out your selling points clearly, forcibly, and briefly. The first step towards making a sale is creating a favourable impression in the mind of the customer. The salesman's per sonality must do this in a personal sale, and the personality of the advertise ment (whether it be a newspaper advertisement, or a circular, booklet or catalogue) when the sale is effected at long range. The clever salesman does not so much ask the customer to buy as to make the customer want to buy. Suppose a lady is buying butter at a grocery store on a cold foggy day, and the salesman suggests that cocoa is the best drink for keeping out the cold and preventing chill, he at once creates the impression that cocoa is the ideal drink for the winter. If a man were buying a thick over
coat and the salesman suggested that he would feel chilly in the thickest material if his feet were cold, he could easily create a potential desire to buy thick socks or stouter boots.
The good salesman does not always try to sell goods at once. For in stance, a draper N% ho had laid in a stock of furs would not expect to sell them readily on a warm day at a winter price. He would merely wish to let the customer know that when furs were wanted he had a very attractive stock. Again, a stationer who was preparing for the Christmas card trade would not expect to sell the cards before December. Ile might, however, advantageously, by word of mouth or by circular, say to prospective customers, "When you are thinking of Christmas cards, think of the specially attractive selections we can offer you." A motor-car salesman would not expect to book an order till several weeks after he had secured his inquiry. Ile would create the desire to purchase by sending his prospective customer booklets, calling upon him, and giving hint a trial run. Then at the psychological moment he would attempt to clinch the sale. The good salesman works ahead. Just as the hypnotist may say to his subject, " At six o'clock on the evening of next Thursday do so and so," the salesman will say, " When you feel cold, remember our underwear." Advertising and salesn!anship, after all, are suggestion, and the person to whom it is made acts upon it as soon as the suggestion is strongly enough imprinted on his mind. You cannot continue to sell any article unless it is good, and you cannot create sufficient interest in it unless you know all its selling points. State your facts clearly, confidently, and forcibly. Endeavour to inspire confidence in your goods by inspiring confidence in yourself. When you have studied your goods, study your public. Be tactful when you are making a personal sale, be logical and simple in your statements when you are advertising. Get enthusiastic about your goods and you will inspire enthusiasm. Look well after the present and never forget the future. Be always looking for opportunities and watch your results care fully. You will then teach yourself how to sell your goods better than your competitor. H. SlAIONIS.
Advertising Manager, " Morning Leader."