HUMAN APPEALS THAT SELL 1. Warm, friendship versus cold service.—While we have used the scientific method in discovering the principles of salesmanship, it should be borne in mind constantly that a sale is not a coldly scientific process. It is a friendly, red-blooded, man-to-man transaction. It cannot be accomplished by any scientific formula that neglects the human element. If one were to take the trouble to investigate, he would no doubt discover that certain definite principles might be followed by an aspirant for social position, but it is at the same time true that no one would expect to become a social lion merely by adhering to a set of coldly calculated rules. The same principle holds true in selling. In fact, there is a great deal of the social in successful selling.
There are certain definite methods of securing a prospect's friendly consideration, however, and there are a number of fundamental purchasing motives to which appeal may be made. These can be used ef fectively by the salesman who is sincere in his methods.
2. Securing prospect's respect and admiration.— The attitude of the average business man when a caller is announced, tends toward indifference. His resolve is not to give more time than is necessary, but he is not antagonistic. On the other hand, unless there is some definite reason for it, he is not over-friendly. The moment a salesman appears, therefore, he sways the balance for or against himself. There are some men who are easy to turn down—to shunt off without a hearing. They seem to belittle their propositions, no matter how important these may be. There are others to whom even the confirmed "grouch" accords a courteous reception. They dignify their proposi tions. VVhat is the reason for the difference? We must give here the same answers that we have given previously in a different connection: caliber, person ality. We shall assume that the salesman is 61ean shaven, well dressed and well groomed. The develop ment of a man's intellect and his tastes, and the things to which he devotes himself outside of business, do much to determine his manner, expression, voice and actions. The surest way for a man to improve his
salesmanship is to improve himself.
Once the approach has been made and the interview secured, there should be something in the poise, evi dent culture, well-modulated voice, thoughtful and courteous manner and well-groomed appearance of the salesman that will excite the admiration of the prospect. The salesman who would sell his goods to the prospect must first sell himself.
3. Securing the prospect's friendship.—The sales man is not satisfied merely with gaining the respect and admiration of the prospect. A man may be re spected, and CVCII admired, and still be disliked. Ile wants an atmosphere of Wal'Ill friendliness to pervade the entire interview. So much has been said of cour age as a requisite of successful salesmanship, that the natural inclination on the part of the salesman, espe cially the young salesman, is to set his mouth in a grim, straight line and prepare to fight his prospect for an interview. Instead of doing this, he should ask himself when approaching his prospect, "Now what is there about this man that I can sincerely like and admire?" The austerity with which most men meet salesmen is usually a shell beneath which there is a smiling good nature. The crustiest individual improves upon ac quaintance, and usually gives evidence of good qual ities. There is no prospect so grouchy that he is not loved by some people and sincerely liked by a great many others. Cheerfulness begets cheerfulness, and if' the salesman has a sincere liking for the prospect. tho nothing may be said, it will manifest itself and enable the salesman to "get under the prospect's skin," so to speak. The only way to handle men, to influ ence men, and to sell-to men, is to love them; and that love must be sincere; it cannot be successfully counter feited. The real salesman likes people, both collec tively and individually.