Selling Things

Much has been written on the question of a selling talk, and there is no little misunderstanding on this all-important subject. Every one who has “a story to tell” has what may be called “a selling talk”; that is to say, a best way of setting forth what he has in his mind. Some prefer to call it the “presentation.” A “presentation” may consist of a few sentences, or it may consist of a half hour’s talk. Salesmen in many lines cannot prepare a fixed story or address, such as would be given by a statesman addressing a legislative body, or by a clergyman in a sermon, or by an actor giving a monologue, and yet, large numbers of salesmen, through failing to have a simple, clear, carefully worded talk, fail to get a

[29]

 customer interested in their merchandise. The question of a selling talk should be left to the judgment of the sales manager. He will be well qualified, ordinarily, to tell just what this should consist of, and, also, when to make exceptions to the use of a selling talk. Inspiration will not come just when the salesman wants it. Many points get lost in the convolutions of the brain. Too much or too little talk may be indulged in, unless a salesman knows just what he is going to say and how to say it. Do not be misled, however; there are many men who speak poor English, and who do not have what would properly be called a “selling talk,” yet they succeed as salesmen. These men do, however, know the merits of their goods, and they have a peculiar way of putting it up to the customer to judge for himself.

I once saw nearly a thousand dollars’ worth of underwear sold, with scarcely a word spoken. The salesman spread out his goods, and the buyer examined them hastily, but carefully, and made the selection, simply asking by what number the goods were known, and the price. I saw not long ago, about five


 thousand dollars’ worth of furs (muffs and neck-pieces) bought, with very few words spoken. In both these cases it must be remembered that buyers and sellers were well known to each other; there was mutual confidence; the houses were reliable, and unsatisfactory goods would mean loss of future business, as well as a return of the goods.

There are certain main selling points which can be selected and should be selected for every line of goods. Some of these selling points will be more effective with one class of customers than with another. Here is where the salesman’s judgment comes into play. Let us take the single example of the white goods business. In this line, there are five main selling points which I once heard given by Charles A. Sherman, of Sherman & Sons, leading merchants, of New York. These five points are:

1. Artistic merit of goods, beauty of design, etc.;

2. Intrinsic value;

3. Comparison with rival goods;

4. Degree of conformity to prevailing modes or fashions.

5. Adaptability to buyers’ needs, price, etc……………….