HOW TO SELL GOODS

Evening Post, Volume CIII, Issue 152, 30 June 1922, Page 3

HOW TO SELL GOODS

EDUCATIONAL LECTURE AT

V.M.C.A

The Assembly Hall of the V.M.C.A., Willis-street, was comfortably filled last evening, when a lecture on salesmanship was given by Mr. H. H. Jackson, Assistant-Manager of the National Cash Register Co., Ltd. Mr. Lan M. Grant presided, and in his opening remarks, explained that the lecture was a "review of the first four lessons of the course on salesmanship, inaugurated a 'month ago by the local V.M.C.A.

Mr. J. L. Hay, general secretary of the V.M.C.A., mentioned that the salesmanship course just commenced was but the first of several educational classes which his board intended to promote. It had been felt that the function of the V.M.C.A. could be fully expressed in the really admirable courses which were at their disposal. The next to be commenced was on "Public Speaking." Mr. A. Varney, national secretary of the V.M.C.A., referred particularly to the "United V.M.C.A. Schools" movement, which, he stated, had been created to help young men to make the best use of their spare hours, and fortify them with requisite knowledge to successfully fight the battle of life. The ■ schools were a federated organisation of over 400 Y.M.C.A's., and by its means standardised character-build-ing,. and educational programmes had been produced. Approximately, 150,000 students were studying under its auspices, and he prophesied great success for the movement in this Dominion when once classes were thoroughly organised. The aim was to give the maximum of education at a minimum of cost to each student.

Mr. H. H. Jackson opened hia lecture by referring briefly to the economics j of business, giving his hearers an intelligent idea of just where the salesman moved in the great machine of commerce. Too many ' firms, he said, sent their "ambassadors" out without any previous training; but the day was not far distant when all would lecognise the value of training their men in the science of salesmanship before they were asked to "practice" on behalf of the house. Theory by itself was of no use, , and similarly practice without previous theoretical training would undoubtedly result in inefficiency and loss of business. The lecturer, confining himself to the subjects of the first four lessons of the V.M.C.A. course, went on to speak of the weaknesses of the average retail salesman, and suggested methods of improvements in sales practice generally. "After all," said the speaker, "you don't get goods into a person's oirind— you get the thought of service and satisfaction resulting from the purchase and use of the goods I" The question, therefore, in selling and purchasing, was not the article and certainly not the price, but the service and satisfaction resulting from the goods purchased. J This was the great idea to keep in mind. In order to understand the service the goods could perform, it was necessary to analyse ' the goods and know all about them. In fact, "analy-' sis" was really the keynote of the position—an analysis of the goods, of the "P.P." (prospective purchaser) of the method of selling, and a prior analysis of oneself, and one's ability to sell. There'was a difference :between "lip" service and "lift" service—if the goods sold were not going to be of vital benefit to the purchaser, the transaction could not result in lasting confidence and satisfaction. The lecturer dealt in a most interesting and convincing manner with the four-part man—physical, intellectual, emotional, and volitional— and exhorted his hearers to apply themselves assiduously to the development of all-round manhood, because, only in thisVway could they be of any definite good in the practical field of salesmanship.

Mr. A. Morrison, the class lecturer, gave an idea of the ground covered by the course, and said that for the benefit of new students it had been decided to start over again on Thursday next. This would give an opportunity for all to fall into line, provided a sufficient number of enrolments were offering. Already there were about 40 students studying the course.

A hearty vote of thanks was accorded Mr. Jackson for his lecture, and the meeting thereafter assumed a social character, supper having been provided for the visitors by the class members.