Excerpt from Fundamentals of Salesmanship
Industrial growth and business expansion depend largely upon efficient salesmanship. Large quantities of goods must be sold at a profit. It is easier to make goods than to sell them. The salesperson is the leading factor in profit-making and is the most valuable asset in any business.
Ignorance, rule of thumb methods and lack of skill are factors increasing costs and inefficiency. Customary ways of doing things are inefficient and wasteful. The selling methods found in the average salesforce are not the result of careful investigation and acquired by careful training, but are what are guessed to be best by management and salespersons. Many managers even today believe that it is a waste of time to study principles underlyring salesmanship, and declare that scientific investigation and the careful study of methods of sale have their place elsewhere than in the selling department of a business.
The production of goods on a large scale increased competition in every branch of our industrial system. Many managers began to study salespersons and methods of sale to see if it were possible to devise more efficient methods of selling. This led to a careful analysis of the methods of sale. The result has been the reduction of salesmanship to fundamental principles. The average manager has yet to realize that no sale takes place, unless it is a case of filling orders, which does not involve these fundamental principles. Salesmanship is no longer based upon guesswork, but upon knowledge.
The explaining of the fundamental principles underlying salesmanship is the purpose of this book.
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