BUSINESS SCIENCE.

Northern Advocate, 1 December 1921, Page 3

BUSINESS SCIENCE.

PSYCHOLOGY OF PERSUASION.

The Whangarei Business Science Circle members met again on Tuesday right, when a lecture on the psychology of persuasion was given. The subject pxoved almost fascinatingly interesting, and the lecturer, Mr. W. James Fraser, must have given a good deal of time and attention to .this essential part of ihe knowledge of the business builuer. The elements of effective persuasion as they apply to the different type? of customers were finely set forth, and the way the mind moves in relation to trade and success in business was treated in such a manner as to leave no doubts in the minds of the audience as to just what must be done if men would effectively persuade; whether they attenjpt this persuasion fpom the pulpit, the platform, or the press; whether they seek to persug.de men and women individually or collectively; whether the subject under discussion is a matter of money or, as the lecturer facetiously put it, matrimony. He said that the principles underlying persuasion, the laws which must consequently be obeyed, were the same whether one was selling ribbons or railroads; seagrass chairs, or sausages; goods, services or ideas. He urged his hearers to have nothing to do with those transactions which begin and end with the consummation of the sale. The factor of satisfaction to the customer must always be considered. INo inan, and no body of men, could afford to have anything to do with transactions which were other than of mutual advantage. This was a pleasing high code of commercial morality and one which raight well be preached far and wide throughout the Dominion. The lecturer didn't allow Ms subject to drop at this point but pointed out that not only i 3 it right to give a square deal, but that the square deal pays, and finally, j the square deal is the simplest deal to j "put over." I

Dealing with the problem of difficult persuasion he showed how resourcefulness. in this connection could be developed, and as well as stressing the point that —using the term in its broadest sense —"everyone is a salesman," he scouted the idea that salesmen per se are born, not made. He showed clearly that the principles underlying persuasion are by no means hard to understand, and that the big rewards in this, as in every other department in life, come to the man who works, the man who, though gratified with his road to progress, is never satisfied; and finally, the man who is bent on rendering to the world, and consequently to liis employer or his employees, the maximum of service.