DEVELOPMENT OF CHARACTER AND CALIBER 1. Part of character and caliber in salesman ship.—While there is a science of salesmanship, and while we can obtain from the experience of other suc cessful salesmen rules and suggestions for getting in to see a prospect and for holding his attention and in terest, the only real way to get in to see a man, after all is said and done, is to look and act like the kind of man who ought to be allowed to come in. The only real way to hold a man's attention and interest and to gain his confidence, is to be a man of sufficiently large caliber to command the attention and interest of the prospect, and to be a man of such a character as to compel his respect and admiration. In other words, the way to increase one's selling ability is to increase one's caliber and strengthen one's character.
2. Thought, stud,y and work.—Curiously enough, only one of the qualifications essential to good sales manship has to do directly with the goods to be sold-; the others have to do with the salesman himself. The professional back-slapper type of salesman has given place to the keen analyst and close student of human. nature. It is not surprising, therefore, that the qual ities of the successful salesmen of today closely re semble those which mark successful men in general.
The salesman, however, must possess to a higher de gree than most men, a pleasing personality and a keen sympathy for others so that be may establish in a short time that confidence and esteem, the cultiva tion of which men in other walks may leave to time.
Any list of the qualifications essential to salesman ship must be more or less arbitrary. Probably no two sales managers would give exactly the same answer if they were asked what qualities they look for in sales men. A close study of various answers to this ques tion, however, reveals the fact that the differences are largely matters of definition. The list here given is the product of the experience of many successful salesmen and sales managers.
The lack of some of the qualities enumerated need by no means discourage the new salesman. There are few who have all these qualities even fairly well de veloped. There are - fewer who have no negative qualities offsetting their positive ones. .The man who
has all these qualifications developed to the highest possible extent does not exist. On the other hand, there are few salesmen who have not some of these qualities at least fairly well developed. The old theory that some of the qualities enumerated are in herent and cannot be acquired is fast giving way to a realization that, while it is more difficult to acquire some than others, education, training, favorable en vironment and constant endeavor will enable most of us to root out negative qualities and develop strong, positive ones to a satisfactory degree. Successful salesmanship is largely a matter of a constant en deavor to improve oneself. IIowever sales managers may differ as to the qualities they require in salesmen, they will all agree upon three: the habits of intelligent thought, constant study and hard work.
3. Native ability.—Native ability makes one man quick-witted and sharp, while bis neighbor may be slow-witted and dull. Native ability includes apti tude—the faculty of grasping facts quickly. It in cludes intuition—the ability to sense instinctively the true status of a given situation. It includes initiative —the ability to originate, to plan and to carry out the plan. It includes adaptability—the power to fit one self into changing environments and conditions. It includes ability to make success fully a move that is dictated by the circumstances, and to oppose the counter-moves of others.
While native ability has been termed inherent, and while it must be admitted that a good mental equip ment is essential to salesmanship, natural ability can be greatly improved. Aptitude can be developed by study. Intuition is to some extent the result of the interpretation of experience. • Initiative, the abil ity to originate and plan, is dependent to a great ex tent upon knowledge. Adaptability can be de veloped by throwing oneself into changing environ ments and by seeking the society of those from whom we can learn the art of adaptation. Resourcefulness can be cultivated if one will try faithfully to cope with every situation in his experience.