Training the Salesmen

 

“Efficiency is the watchword of today. The half-prepared, ignorant man who doesn’t know his lines is placed at a tremendous disadvantage.”

If you have a natural ability to market any of the world's great products, all you need to become a great salesman is sound training and a willingness to work faithfully. Such a foundation is necessary for success, and one will not be out of a job for long, no matter how hard the times.

The term “salesmanship” is very broad; it covers many fields. The insurance agent and manager, the banker and broker—all these are salesmen, trafficking in one kind of goods or another. They all form part of the world’s great system of organized barter.

Three essentials must be considered in deciding salesmanship or any other vocation:

·         Taste

·         Talent

·         Training

The first is, by far, the most important of these essentials, for whatever we have a taste for, we will be interested in; what we really become interested in, we are bound to love, sooner or later, and success comes from loving our work.

To find out whether one is cut out for a salesman, one must first analyse the question of his/her taste and talent. Here, we should know one thing that human nature, especially in youth, is plastic, and that we can be moulded by others, or we can mould ourselves. Even though one does not naturally have a taste and talent for salesmanship, he/she can acquire both. By proper training in salesmanship, we can develop our taste and talent to become good salesmen or saleswomen. Proper training means the right kind of reading, observing, listening, and practicing.

The basic requirements for a successful salesmanship are good health, a cheerful disposition, courtesy, tact, resourcefulness, facility of expression, honesty, a firm and unshakeable confidence in oneself, a thorough knowledge of, and confidence in, the goods or services one is selling, and the ability to close.

Fortunate is the man who has received the right kind of business training. No matter what his occupation or profession, such training will make him an efficient worker. Many people have the impression that salesmanship is easy and does not require much, if any, special training. One starts out selling things on this assumption and will soon find out their mistakes. If salesmanship is your vocation, you can’t afford to entertain such superficial views of its requirements. If salesmanship is worth giving your life to, it is worth very serious and very profound and scientific preparation and training.

In salesmanship, as in war, there is offensive and defensive. The trained salesman knows how to attack, and he knows how to defend himself when he is attacked.

Successful salesmanship of the highest order requires not only a fine special training, but also a good education and a keen insight into human nature. It also demands resourcefulness, inventiveness, and originality. 

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