THE PSYCHOLOGY OF SALESMANSHIP/PART 3
CHAPTER III
THE MIND OF THE SALESMAN
(CONTINUED)
VI. Hope. The
Salesman should cultivate the Optimistic Outlook upon Life. He should encourage
the earnest expectation of the good things to come, and move forward to the
realization thereof. Much of life success depends upon the mental attitude of,
and the confident expectation of, a successful outcome. Earnest Desire,
Confident Expectation, and Resolute Action—this is the threefold key of
attainment. Thought manifests itself in action, and we grow in accordance with
the mental pattern or mould we create for ourselves. If you will look around
you you will find that the men who have succeeded, and who are succeeding, are
those who have maintained the hopeful mental attitude—who have always looked
forward to the star of hope even in the moments of the greatest trouble and
temporary reverses. If a man loses his hope permanently he is defeated.
Hope is the incentive which is always drawing man onward and upward. Hope
backed by Will and Determination is almost invincible. Learn to look on the
bright side of things, to believe in your ultimate success. Learn to look
upward and forward—heed the motto, "look aloft!" Cultivate the
"rubber-ball spirit," by which you will be able to bounce higher up
the harder you are thrown down. There is a subtle psychological law by the
operation of which we tend to materialize our ideals. The "confident
expectation" backed by actions will win out in the end. Hitch your wagon
to the Star of Hope.
VII. Enthusiasm. Very
few people understand the true meaning of the word "enthusiasm,"
although they may use it quite frequently in ordinary conversation. Enthusiasm
means far more than energy, activity, interest and hope—it means the expression
of the "soul" in mental and physical actions. The Greeks used the
word as meaning "inspiration; moved by the gods," from which arose
the later meaning of "inspired by a superhuman or divine power." The
modern usage is defined as: "Enkindled and kindling fervor of the
soul; ardent and imaginative zeal or interest; lively manifestation of joy or
zeal;" etc. A person filled with enthusiasm seems to move and act from the
very centre of his being—that part which we mean when we say "soul."
There is a wonderful power in rightly directed enthusiasm, which serves not
only to arouse within one his full powers, but also tends to impress others in
the direction of mental contagion. Mental states are contagious, and enthusiasm
is one of the most active of mental states. Enthusiasm comes nearer to being
"soul-power" than any other outward expression of mental states. It
is allied to the soul-stirring impulse of music, poetry, and the drama. We
can feel it in the words of a writer, speaker, orator,
preacher, singer or poet. Enthusiasm may be analyzed as Inspired Interest. As
Walter D. Moody says: "It will be found that all men possessed of personal
magnetism are very much in earnest. Their intense earnestness is
magnetic." The best authorities agree that Enthusiasm is the active
principle of what has been called Personal Magnetism.
An old
writer has well said: "All of us emit a sphere, aura, or halo, impregnated
with the very essence of ourselves, sensitives know it, so do our dogs and
other pets; so does a hungry lion or tiger; aye, even flies, snakes and
insects, as we know to our cost. Some of us are magnetic—others not. Some of us
are warm, attractive, love-inspiring and friendship-making, while others are
cold, intellectual, thoughtful, reasoning, but not magnetic. Let a learned man
of the latter type address an audience and it will soon tire of his
intellectual discourse, and will manifest symptoms of drowsiness. He talks at
them, but not into them—he makes them think, not feel, which is most tiresome
to the majority of persons, and few speakers succeed who attempt to merely make
people think—they want to be made to feel. People will pay liberally to be made
to feel or laugh, while they will begrudge a dime for instruction or talk that
will make them think. Pitted against a learned man of the type mentioned above,
let there be a half-educated, but very loving, ripe and mellow man, with but
nine-tenths of the logic and erudition of the first man, yet such a man
carries along his crowd with perfect ease, and everybody is wide-awake,
treasuring up every good thing that falls from his lips. The reasons are
palpable and plain. It is heart against head; soul against logic; and soul is
bound to win every time." And as Newman says: "Deductions have no
power of persuasion. The heart is commonly reached, not through the reason, but
through the imagination, by means of direct impressions, by the testimony of
facts and events, by history, by description. Persons influence us, looks
subdue us, deeds inflame us." Enthusiasm imparts that peculiar quality
that we call "life," which constitutes such an important part
in the personality of a salesman. Remember we have analyzed enthusiasm as inspired
earnestness—think over this analysis, and grasp its inner meaning. The very
word "enthusiasm"
is inspiring—visualize it and let it incite you to its expression when you feel
"dead." The very thought of it is a stimulant!
VIII. Determination. The
Salesman needs the quality of dogged determination, persistence, and
"stick-to-itiveness." This bulldog quality must be developed. The
"I Can and I Will" spirit must be cultivated. Determination is
composed of several constituent faculties. First comes Combativeness or the
quality of "tackling" obstacles. This is a marked quality in all
strong characters. It manifests as courage, boldness, resistance, opposition,
and disposition to combat opposition rather than to yield to it.
Allied
to this faculty is another which bears the very inadequate name of
Destructiveness, which expresses itself in the direction of breaking down
barriers, pushing aside obstacles, making headway; pushing to the front;
holding one's own; etc. It is the quality of the man who makes his own paths
and builds up his own trade. It is the "pioneer" faculty of the mind
which clears away the ground, lays foundations and builds the first log-cabin.
Then
comes Continuity, the faculty which is well-defined as
"stick-to-itiveness," which enables one to stick to his task until it
is finished. This faculty gives stability and staying qualities, and enables a
man to finish well. The lack of this quality often neutralizes
the work of other good faculties, causing the person to "let go"
too soon, and to thus lose the fruits of his labors.
Finally,
comes the faculty of Firmness, which gives to one the quality of tenacity,
perseverance, fixity, decision and stability, accompanied by a certain
"stubborn tendency" which holds the other faculties together. A
certain amount of this quality of "jackass courage" is needed in the
mental make up of a Salesman. If a person is 'set' to a certain extent it enables
him to maintain his position without the constant wear and tear upon his will
that is met with by those lacking it. This faculty prevents one from being
"sidetracked," and enables him to "put his hand to the plow and
look not backward." It holds the chisel of the will up against the metal
of circumstances until the work is accomplished. It enables one to be like the
rock against which harmlessly beat the waves of opposition and competition. It
enables one to see his object, and then to march straight to it.
IX. Secretiveness. We
mention this quality, not because it is one which plays such an important
part in the world of Salesmanship, but because the tendency of the average
Salesman is to talk too freely regarding matters which should be kept to
himself. This failing on the part of the Salesman is due to the free expression
which his work necessitates. He should remember, however, that many a good plan
has miscarried by reason of the tendency of the Salesman to "blab,"
or to "give away" his hopes, plans and expectations. The Salesman
should think thrice before speaking regarding any matter of office or personal
policy, plans, methods, or other things which he would not like his competitors
to know. It is a safe rule, laid down by a very successful business man, that
one should "Never speak of anything that he is not desirous of his
principal competitor hearing—for hear it he will if one speaks of it." The
world is full of the "little birds" who delight in carrying tales—the
"walls have ears" with microphone, wireless telegraphic attachments.
Be a diplomat in matters of the kind to which we have referred. A little
thought should convince that if you yourself do
not respect your own secrets, you can not expect others to do so.
X. Acquisitiveness. This
faculty manifests as the desire for acquiring things; gaining; possessing;
reaching out for; etc. It is often condemned by people, because of the
unpleasant traits manifested by those in whom it is abnormally developed, as
the miser, the "hog," and the "stingy" person. But it is
not well to hastily condemn this faculty, for without it we would become
desireless, spendthrift, wasteful, without resources, and poor. The man who
would succeed in any line of business must cultivate Acquisitiveness, if he is
deficient in it. He must learn to want and earnestly desire the good things of
life, and to reach out for them. He must desire to accumulate something for
himself, for by so doing he will work so that he will make a valuable
accumulating channel for his employers. Acquisitiveness is one of the animating
principles of the business world, evade it though we may try to. It is
hypocritical to deny this. The facts are too plain to be brushed aside or
denied. As the writer has said in another work: "People are all after
money—every blessed mother's son and daughter of them—in one way or
another." What is the use of denying it. Some day we may have better
economic conditions—I pray to God that we may—but until that time all of us
must chase the nimble dollar to the best of our ability. For unless a man does
this thing, then shall he not eat; nor be clothed; nor have shelter; nor books;
nor music; nor anything else that makes life worth living for one who thinks
and feels. It seems to me the proper balance is preserved in the following
statement: "While you're getting, get all you can—but give the other
fellow a chance."
XI. Approbativeness. This
is the quality which manifests in a desire for praise, flatter, approval, fame,
etc. The average Salesman does not need to develop this faculty—his temperament
is very apt to make him have it too highly developed. It is all very well to
feel a certain pleasure from the approval of others of work well done. But it
is a decided weakness for one to be so sensitive to the opinions of others that
they suffer from their disapproval, or from the lack of praise. He who is
dependent upon the praise of the crowd, or the approval of the mob is a
fool, deserving of pity. The crowd is fickle and tomorrow may turn on those
whom they are praising to-day. Moreover there is always much secret envy and
jealousy mixed with the praise of others.
Did
you ever notice how eagerly people relate the slip-up or stumble of those whom
they have been praising? Be not deceived by the plaudits of the crowd. Nor
should you allow yourself to be deterred from a right course because of fear of
blame. Learn to rely on what you, yourself, know to be right. "Be sure
you're right, then go ahead." Learn to stand upon your own feet, and do
not lean upon others. Shake the crowd off your heels—mind your own business and
let others do likewise. And look the world squarely in the eye while you are
talking to it, too. It will understand you, if you do not truckle to it. But
never cringe to it—else it will rend you to pieces. "They say; what do
they say; let them say!" "Do not worry about it—your friends will not
care, and your enemies will criticise anyway; so what's the use?" Say to
yourself: "I am the Captain of my Soul." And remember Burton's
glorious words of freedom and courage:
"Do what thy manhood bids thee do, from none but
self expect applause;
He noblest lives and noblest dies who makes and
keeps his self-made laws.
All other Life is living Death, a world where
none but Phantoms dwell.
A breath, a wind, a sound, a voice, a tinkling of the
Camel's bell."
The
difference between Egoism and Egotism consists largely of the difference
between Self-Respect and Approbativeness. Develop the first, and restrain the
second—if you wish to become an Individual. And the successful Salesman is
always an Individual—standing out from and above the crowd of the "mere
persons" or "order-takers." Be a Man, and not a human looking
glass reflecting the ideas, opinions, and wishes of all those around you. Be
creative, not imitative. Flattery is the food for apes, not for men.
Personal
Expression. While one's personal expression in the direction of
clothing, walk, voice, etc., can scarcely be called mental qualities, yet
they must be considered as expressions of mental
qualities—outward manifestations of inward states. So true is this that people
naturally judge one's character by these outward expressions. And, moreover,
there is a subtle reaction of one's outward manifestations upon one's mental
states. One's walk, carriage and demeanor influence one's mental attitude, as
we may prove by changing these outward manifestations and noting our changed
feelings. As someone has said: "The consciousness of being well dressed
imparts a certain serenity and peace which even religion sometimes fails to
give us."
And,
as for physical attitudes, etc., hear what several eminent psychologists tell
us. Prof. Halleck says: "By inducing an expression we can often cause its
allied emotion." Prof. James says: "Whistling to keep up courage is
no mere figure of speech. On the other hand, sit all day in a moping posture,
sigh, and reply to everything with a dismal voice, and your melancholy lingers.
There is no more valuable precept in moral education than this: If we wish
to conquer undesirable emotional tendencies in ourselves we must assiduously,
and in the first instance cold-bloodedly, go through the outward
movements, of those contrary dispositions which we wish to cultivate.
Smooth the brow, brighten the eye, contract the dorsal rather than the ventral
aspect of the frame, and speak in a major key, pass the genial compliment and
your heart must indeed be frigid if it does not gradually thaw."
Dr.
Woods Hutchinson says: "To what extent muscular contractions condition
emotions, as Prof. James has suggested, may be easily tested by a quaint and
simple little experiment upon a group of the smallest voluntary muscles of the
body, those that move the eyeball. Choose some time when you are sitting
quietly in your room, free from all disturbing thoughts and influences. Then
stand up, and assuming an easy position, cast the eyes upward, and hold them in
that position for thirty seconds. Instantly and involuntarily you will be
conscious of a tendency toward reverential, devotional, contemplative ideas and
thoughts. Then turn the eyes sideways, glancing directly to the right or to the
left, through half-closed lids. Within thirty seconds images of suspicion, of
uneasiness, or of dislike will rise unbidden to the mind. Turn the eyes on one
side and slightly downward, and suggestions of jealousy or coquetry will be apt
to spring unbidden. Direct your gaze downward toward the floor, and you are
likely to go off into a fit of reverie or abstraction." Maudsley says:
"The specific muscular action is not merely an exponent of passion, but
truly an essential part of it. If we try while the features are fixed in the
expression of one passion to call up in the mind a different one, we shall find
it impossible to do so."
In
view of the above statements, we may readily see the importance of cultivating
those outward expressions which are co-related to desirable mental states or
feelings. By so doing we arouse in our minds those particular states or
feelings. And, moreover, we tend to impress others with the possession on our
part of the co-related mental qualities. One's outward expression is a powerful
instrument of suggestion to others, and people are unconsciously and
instinctively affected by it, to our benefit or detriment. Let us
therefore consider, briefly, the general principles underlying personal expression
along the lines indicated.
Carriage
and Walk. In the first part of the previous chapter, under the
sub-head of "Self-Respect" we have given you the advice of a good
authority concerning the proper carriage. The key is: Carry yourself in a
manner showing your Self-Respect, Poise, and Consideration of Others. Another
authority gives the following directions for the correct position in standing:
"(1) Heels together; (2) head up, with chin slightly drawn in rather than
protruding; (3) eyes front; (4) shoulders thrown back but not elevated; (5)
chest expanded; (6) abdomen slightly drawn in, and not allowed to protrude; (7)
arms dropped naturally to the sides, with the little fingers lightly touching
the sides of the thigh. This may make you feel a little stiff and awkward at
first, but, if you persevere, will soon establish itself as second nature with
you."
Another
authority says: "The easiest way in which to acquire a correct carriage is
to imagine that you are suspended from on high with
a line, the lowest end of the line being fastened to the lower end of your
breast-bone. If you will stand and walk as if you are so suspended, the result
will be that you will acquire an easy, graceful, gliding walk, and a correct
carriage and natural position." Another authority gives the following
advice: "The following method if observed in walking and standing, will
impart a desirable physical poise and will keep you erect and in a graceful
attitude while walking: Stand with your back toward the wall, with the heels,
legs, hips, shoulders and back of head touching the wall, and with the chin
slightly drawn in. Press up against the wall firmly. You will find yourself in
an uncomfortable position, and one that is unnatural and incorrect. Then,
keeping your heels to the wall, allow your body to swing forward into a natural
position, being careful to keep the body firm in the same 'form,' avoiding
relaxation, swinging yourself forward from the ankle joints alone. When you
find that the correct poised, natural position has been attained, hold it, and
march forward in what will be the natural, normal, well-balanced walking
position. Practice this repeatedly, several times every day, until you have
fully acquired the habit."
Shaking
Hands. When you grasp another's hand in the act of "shaking
hands," do not do so in a listless, cold-blooded manner—do not extend to
the other man a flabby, clammy, fish-like hand. But take hold of his hand as if
you liked to do it—throw interest into the proceeding. More than this—throw
feeling into it. Throw into the hand-clasp the feeling: "I like you,
and you like me." Then, when you draw your hand away, if possible let
your fingers slide over the palm of his hand in a caressing manner, allowing
his first finger to pass between your thumb and forefinger, close up in the
crotch of the thumb. Practice this well, until you can perform it without
thinking of it. You will find merit in the method. Grasp the other person's
hand "as if he were your best girl's millionaire father-in-law."
Voice. The
Salesman should cultivate a voice with expression in it. His voice should
convey his belief in what he is saying, and his interest in the story. You will
find it an aid in this direction if you will learn to visualize your
thoughts—that is, to make a mental picture of the thing you are saying. One can
always describe better that which they see before them. In the degree that you
can see your mental picture, so will be your degree of power in expressing it
to another in words, and so will be the degree of feeling in your tone. The
voice should express the meaning of your thought rather than being merely the
symbol of it. Try to say "Good Morning" as if you meant it—then say
it in the usual way. Do you see the difference? Throw your thought and feeling
into your voice. Forget all about yourself and the other man and concentrate
your thought and feeling into your voice.
Many
people make the mistake of "speaking with their muscles instead of with
their nerves." They throw muscular energy into their words, when they should
use nervous energy, or thought-force. The former has but little effect on the
mind of the other, while the second vibrates subtly and reaches the feelings of
those addressed. Feel, when you wish to speak impressively, and
your tones will reflect the same, and induce a similar feeling in others. It is
a point worth remembering that one may "bring down" the voice
of an excited person to one's own pitch, if the latter is firmly held at
the customary pitch, in a firm manner. Not only does this "bring down"
the other man's voice, but his feelings will also follow suit, and besides, you
also manage to keep your own temper and poise. Never raise your voice because
another raises his—resist the tendency, and maintain your poise and power by so
doing. This is worth remembering.
The
Eyes. Learn to look people in the eyes when you are speaking to
them. Not in a staring manner, but firmly, politely and easily. This may be
acquired with a little practice. Practice on yourself in the mirror if you
prefer. A shifting, restless gaze produces a bad impression, while a firm,
honest gaze will incline people in your favor. You will find that strong
men—men who influence others—almost always have a firm, strong gaze. It is
worth practice, work and time, to acquire this personal trait.
Clothes. A
man is very often known by his clothes, or at least judged by them. The
Salesman should pay attention to this point of personal expression, since it
will count much for or against him. The first point to remember is
that cleanliness is the first requisite in clothing. Keep your
clothes clean and well pressed. Particularly keep your linen clean, for nothing
in the way of dress acts so much against a man as soiled linen. Another
important point is to keep the extremities well clad—that is, the head, feet
and hands. A soiled or worn hat; a soiled or frayed collar; an old, or
unpolished pair of shoes; ragged sleeves or frayed cuffs—these things are more
easily noticed and count more against a man than a shabby suit. Better an old
suit well brushed, with a good hat, shoes and clean cuffs—than the reverse.
One
should always wear as good clothes as his means will permit, and such as will
be in keeping with his occupation and position. The rule is to get as good
material as possible, and cut reasonably within the prevailing style—but
avoiding all extremes, or fanciful designs. A well-dressed business man
should give neither the appearance of shabbiness nor of being
"dressed-up." He should present the appearance of general
neatness without attracting any special attention to his clothing. When a
man's clothes specially attract one, that man is not well dressed, but either
poorly dressed or over-dressed. The "happy mean" between the two
extremes is to be sought after. Polonius' advice to his son is well worth
memorizing: "Costly thy habit as thy purse can buy, but not expressed in
fancy; rich, not gaudy; for the apparel oft proclaims the man."
Details
of Appearance. Personal cleanliness and neatness are pre-requisites of the
Salesman who wishes to produce a favorable impression. There is nothing that
will so tend to prejudice the average business man against a new caller as the
appearance of neglect of personal care. The body should be well-bathed; the
hair trimmed and neatly brushed; the face cleanly shaven; the teeth well
brushed; the nails clean; the shoes polished; the necktie and collar clean; the
clothes brushed. Avoid the smell of liquor or tobacco on the breath, and eschew
as fatal the odor of strong perfumery on the clothes or handkerchief. The
yellow stains of the cigarette showing on the fingers, and the disgusting odor
attaching to the cigarette habit, have lost many a man a favorable
bearing. The cigarette is "taboo" to many men who smoke other forms
of tobacco. These things are instinctively recognized by the buyer as
manifestations of the mind of the salesman—a part of his personality—and very
rightly so, for if the mind be kept above them they do not manifest. All these
things go toward forming the impression which one person always makes upon
another at the first meeting, and which have so much to do with securing a
favorable notice during the Approach of the Salesman.
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