Simplicity In Salesmanship

It used. to be thought that the fundamental rule of salesmanship-the A-B-C of selling-was-"Always Be Clever." But the time came when a better sales thought took the place of that one, and "Always Be Simple" was the text. Because the three most important fundamentals of modern salesmanship are-

Be simple.

Be convincing.

Be conclusive.

Because in fact, everyday salesmanship in its practical application to business is NOT an art, NOT a science, NOT modern magic of any sort, but is simply the ability to do the following very commonplace things:

Call on as many prospects as possible. Know what you have to sell in terms of HIS needs and desires. Meet every prospect smilingly and with dignity, shake hands firmly, look him square in the eye, and tell your sales story tersely, directly, interestingly, convincingly, and conclusively.

Alan Shively, Los Angeles lumberman, and Mrs. Shively, spent two weeks during last month in Oroville, Chester and Susanville on business. While in Northern California he visited with George Burnett, in Sacramento, who is well known in Los Angeles lumber circles. Enroute home calls rvere made in San Francisco and the Bay Area on the lumber companies represented in the south by Mr. Shively.

The first of these three fundamentals is the most important. Sam Jones used to say that many preachers failed of success in the ministry because they did not get their fodder down where the cattle could reach it. The average salesman who fails, does so because he doesn't get his "fodder" within reach of the prospects. He doesn't expose himself to a sufficient number of orders. He lacks the enthusiasm to keep going, keep calling, keep smiling, and keep telling that sales story to enough prospects.

Be simple, be convincing, be conclusive, and be those three things to just as many prospects as possible.

Don Muller, sales manager for Lerrett Lumber Company, visited retail lumber dealers in Arizona and the Imperial Valley during the last two weeks of May.

Wayne Wilson and Jerry Essley, D. C. Essley & Son, Los Angeles, spent several days last month in Palm Springs with their families. While guests at the Sand Villa in the Southern California spa they both secured A-1 sun tans.