SALESMANSHIP IDEALS

Taranaki Daily News, 18 July 1930, Page 14

SALESMANSHIP IDEALS

PSYCHOLOGICAL ASPECT PLAY UPON THE EMOTIONS. LECTURE BE MR. A. M. N.'BLOCK. Another interesting lecture was delivered by Mr. A. M. Niblock in New Plymouth on Wednesday a large number of townspeople attending. Mr. Niblock took as his subject the “Art of Salesmanship,” expounding and elucidating the skeleton talk he gave the Rotary Club earlier in the week. Mr. P. J. 11. White, in introducing Mr. ■Niblock, said his task was an easy one for Mr. Niblock was already well known in New Plymouth personally or by reputation. The subject of “salesmanship” was one which everyone should be familiar with for, of a necessity, one had to sell oneself to the cause undertaken or to the work chosen.

“I am delighted to see so many young people here,” said Mr. Niblock, “but then, of course, wo are all young; young in heart and young in spirit, though not necessarily young in years.” He said he would like to give an example of a true salesman and instanced a trip he had once made through India. During the journey he happened ,to see a piece of brasswork which took his fancy and he bargained with the native” for it. Finally a price was reached, but when he opened his notecase to get the money he found he did not have enough with him so suggested to the native that they exchange addresses and he would send the money from Bombay upon his return and the brass piece could then be forwarded. But the native said it didn’t matter, he could take the article and send the money along later —for the word of an Englishman was sufficient for him.

“That was a great tiling,” said the lecturer. “The English officers ami men with whom that native had come into contact were of good type, and had literally ‘sold themselves’ to the native. I questioned him further and found that he had trusted dozens of Englishmen in similar fashion and had never been let down.”

“Every man, woman and child is a salesman,” continued Mr. Niblock. “We. sell our personality, which is a great gift. A desirable personality is comprised of charm, poise and talents together with a distinct human touch and strong self-possession. It can be built up by education of the sub-conscious mind? The value of personality in a person can be distinguished easily upon entering shops. The persons who attend to your wants can be divided into two classes, servers and salesmen. You are almost repelled by the lackadaisical manner in one case but interested by the cheerful and keen movements and quick glances in the other.” DAY OF TIIE SPECIALIST. Modern business methods, said Mr. Nibloek, were constantly changing and advancing and competition was as keen as ever. A salesman to be successful had to be both scientific and up-to-date. It was The day of the specialist giving scope to individuality and to succeed a man had to study and work with his brains as well as with his body, thus becoming a tactician by studying othei people. Success depended in every sense upon the man; business man, manufacturer, salesman, manager, office man, sales manage? and so on. A 100 per cent, salesman realised there were two minds upon which he had to work, the conscious, comprising the realm of leason, and the subconscious, including the realm of suggestion, interests and imagination. A salesman had to waten a number of things and work upon both of the prospective customers' minds. For the conscious mind he had to appeal to the judgment of the customers’; he had to find° out the need or requirement or purpose the goods would supply; he had to fully comprehend the values of the ideal, economy and beauty; and he had to make useful comparisons and striking contrasts. The appeal to tiie sub-, conscious mind was more subtle and played upon emotions and sentiment. He had to size up the self-esteem of the customer and fully respect it; compliment him upon the choice of his article, talk of tile pleasures of ownership and possession and commend his wisdom when lie appeared to be cautious. The actions and feelings of the prospective customer were, for the time, under the control of the salesman and the latterwas, in turn, controlled by them in the affairs of the. affections and business. Self-control was the key in the lock of human reactions, and the salesman had to help the customer make up his mind. . FEW’ 100 PER CENT- SALESMEN. Ouee a decision had been made it was unwise to allow, the customer to delibei - ate, the execution and clean, crisp finish of a sale being just as important as the preliminary conversation.. “But there are very few 100 per cent, salesmen,” said Mr. Niblock, with a smile. “One head of a business house in Auckland once made me an open offer? He told me when I found a 100 per cent, salesman to send him along and he would be certain of ft position with salary commensurate with ability —I am sti'll on the look-out for a man to clinch that offer,” he added. “But if you want to convince, other people,” warned the lecturer, “you must first of all convince yourself. In other words, take as a slogan the adage, ‘lf truth Won’t-sell it nothing will.’ It is a real fact that truth makes you free. If von always stick to the truth people* will realise the trustworthiness of your house, and business will steadily increase until you. become- absolutely freed from worry.” ■ He impressed on his listeners that it was essential to convince people that you were just what you claimed to be. The -best way to bring about a decision was to take it for granted that the customer was going to buy. When lea\ing a person after the completion of a sale it was most important that he be left a good impression, and it was charm of personality again that did that. Mr. White* moved a hearty vote of thanks to the lecturer amidst applause.