THE PSYCHOLOGY OF SALESMANSHIP/PART 4
CHAPTER IV
THE MIND OF THE BUYER
The
second important element in a sale is the Mind of the Buyer. In the mind of the
buyer is fought the battle of the sale. Within its boundaries are manifested
the movements which win or lose the day. As a writer on the subject has said:
"The buyer's brain is the board upon which the game is played. The
faculties of the brain are the men. The salesman moves or guides these
faculties as he would chess men or checkers on a board." In order to
understand the ground upon which your battle must be fought, and the mental
elements which you must combat, persuade, move, push or attract, you must
understand the various faculties of the mind, as well as the mind as a whole.
Let us, therefore, consider the various mental faculties which are employed
actively by a buyer in the mental process of a purchase.
I. Quality. In
the first place, let us consider that which the phrenologists call
"Quality," by which they express the various degrees of fineness or
coarseness in a man's mental make-up which is usually indicated by his
appearance and physical characteristics. This "quality" in a man is
akin to what we call "class," "breeding," or
"blood" in the higher animals. It is difficult to explain, but is
universally recognized. At one extreme of "quality" we find those
individuals who are fine-grained, refined, high-strung, intense, and inclined
to be susceptible to emotional or sentimental influence, poetry, music, etc.,
and are apt to be more or less impractical and out of harmony with the material
world of men and affairs. At the other extreme we find those individuals who
are coarse-grained, of coarse and unrefined tastes, animal, gross, unrefined,
and generally "swinish." Between these two extremes we find many
degrees in the scale. The outward physical signs of the person, such as the
coarseness or fineness of his skin, hair, nails, ears and facial features, as
well as his general form and characteristics, will usually give the careful
observer the key to the degree of a man's "quality." It will be
well for the Salesman to acquaint himself with these characteristics, for they
throw much light on the general character of people.
Next
in order come what are called the Temperaments, by which term phrenologists
designate the general classes into which individuals fit. As a rule, however,
an individual manifests the elements of several of the temperaments—that is,
they blend in him. The best phrenological authorities classify the temperaments
as follows: (1) The Vital; (2) The Motive; (3) The Mental; the characteristics
of which are described as follows:
The
Vital Temperament. This temperament is indicated by a predominance of the
purely physical or "animal" propensities. Those in whom it
predominates are distinguished by a round head, wide space between the corners
of the eyes and the ears, side-head full, broad forehead (not necessarily
high). They are generally fleshy with a "well-fed" appearance,
inclined to be broad shouldered and deep chested and with a "bull
neck"—splendid animals, in fact. Their mental characteristics are love of
eating and drinking, and animal comforts; impulsiveness, impetuosity,
heartiness, quick temper, zeal and ardor, often shrewd and cunning but without
great depth, susceptible to flattery and appeal to selfish emotions and
prejudices, and loving pleasure. They are generally selfish and grasping toward
that which caters to their pleasure and physical welfare. Try to "get all
that is coming to them," and yet at the same time tend toward conviviality
and are desirous of being thought "good fellows." Are usually
excitable, and are easily thrown off their balance. Those in whom this
temperament is deficient manifest physical characteristics opposite to those
above mentioned, and are more or less anaemic, or bloodless, and show a lack of
vitality and physical well-being. Those in whom this temperament predominates
make good butchers, hotel-keepers, captains, locomotive engineers, traders,
politicians, contractors, etc. They are reached through their feelings rather
than through their intellect.
The
Motive Temperament. This temperament is indicated by a predominance of muscular
strength, endurance, toughness, and powers of action. Those in whom it
predominates are distinguished by a general leanness and spareness; strongly
marked and prominent features, usually with a large nose and high cheek bones;
large and strong teeth; large joints and knuckles—the Abraham Lincoln physical
characteristics, in fact. Their mental characteristics are determination,
persistence, combativeness, destructiveness, endurance, thoroughness,
management, executive ability, creative power, stubbornness, powers of
resistance, and often an indomitable spirit. Their emotions are not on the
surface, but when once aroused are strong and persistent. They are slow to
wrath, but are good fighters and will stay to the finish. They are generally
canny and shrewd, instinctively. They are the active and persistent workers of
the world. It is this temperament in one which supplies his motive power—his
ability and taste for work. Those in whom this temperament is deficient
manifest physical characteristics opposite to those above mentioned, and
accordingly are averse to work or exertion of any kind.
The
Mental Temperament. This temperament is indicated by a predominance of nervous
force, mental activity, reasoning power, imagination, and a brain development
rather than bodily strength or physical activity. Those in whom it predominates
are distinguished by a slight build, small bones and muscles, general fineness
of structure, quick motions, signs of nervous energy, sharp features, thin
lips, thin, finely shaped, and often pointed nose, high forehead, and
expressive eyes. Their mental characteristics are activity in reasoning
processes, active imagination, susceptibility to disturbance from uncongenial
environment and distasteful company, love of mental activity and often a
distaste for physical activity, sensitiveness, extremes of feeling and emotion,
eager and enthusiastic, and the general traits popularly designated as
"temperamental." Those in whom this temperament is deficient manifest
characteristics opposite to those above mentioned, and are averse to mental
activity.
Blended
Temperaments. Nearly every individual possesses the three temperaments
blended in various proportions and combinations. In some, one temperament
predominates largely and gives us the distinctive characteristics of that
class. But in others, often two temperaments will predominate, leaving the
third scarcely manifest. In others, the three are so well blended and balanced
that the individual is known as "well balanced" temperamentally—this
being considered the ideal condition.
Prof.
Fowler, one of the old authorities in phrenology, says of the blended
temperaments: "Excessive Motive with deficient Mental gives power and
sluggishness, so that the talents lie dormant. Excessive Vital gives physical
power and enjoyment, but too little of the mental and moral, along with
coarseness and animality. Excessive Mental confers too much mind for body, too
much sentimentalism and exquisiteness, along with greenhouse precocity. Whereas
their equal balance gives an abundant supply of vital energy, physical stamina,
and mental power and susceptibility. They may be compared to the several parts
of a steamboat and its appurtenances. The Vital is the steampower; the Motive,
the hulk or frame-work; the Mental, the freight and passengers. The Vital
predominating, generates more animal energy than can well be worked off, and
causes restlessness, excessive passion, and a pressure which endangers
outbursts and overt actions; predominant Motive gives too much frame or hulk;
moves slowly, and with weak Mental is too light freighted to secure the great
ends of life; predominant Mental overloads, and endangers sinking; but all
equally balanced and powerful, carry great loads rapidly and well, and accomplish
wonders. Such persons unite cool judgment with intense and well governed
feelings; great force of character and intellect with perfect consistency;
scholarship with sound common sense; far seeing sagacity with brilliancy; and
have the highest order of both physiology and mentality."
The
Salesman should thoroughly acquaint himself with the characteristics of each of
the three temperaments, and should also learn to analyze them when found
blended and in combination. An understanding of a man's temperament will often
give one the key to his general character and disposition, which will be of the
greatest advantage to the Salesman. Many students of human nature devote
their entire attention to a study of the several faculties of the mind,
ignoring the force and effect of the temperaments. We consider this to be a
mistake, for a thorough knowledge of the temperaments gives one a general key
to character, and, as a fact, it is generally found that given a certain
temperament or combination of the same, a good phrenologist will be able to
indicate just what faculties are apt to be found in the ascendency in such a
character. And as the average Salesman cannot spare the time to become an
expert phrenologist, it will be seen that a correct knowledge of the temperaments
gives him his best working knowledge of the subject of character reading.
Let
us now consider the various groups of mental faculties which are manifested by
the buyer in his business, and which should be understood by the Salesman in
order that he may successfully meet the impulses arising therefrom in the mind
of the buyer. Our consideration of these groups of faculties must necessarily
be brief, but we shall include the essential features.
The Social Faculties. This
group of faculties includes Amativeness or Sexuality; Conjugality or
Marital Inclination; Parental Love or Love of Offspring; Friendship or
Love of Companionship; In-habitiveness or Love of Home.
Phrenology teaches that this group of organs occupies the lower back portion of
the head, giving the appearance of bulging behind the ears. Amativeness or
Sexuality when highly developed causes one to be at the mercy of the attraction
of the opposite sex. While normally developed it plays a worthy part in life,
its excessive development manifests in licentiousness, and when deficient
manifests in an aversion to the opposite sex or a coldness and reserve. Persons
in whom this faculty is in excess will neglect business for sex attraction, and
will allow themselves to be "sidetracked" by reason thereof. In
selling a man of this kind, keep him away from this particular subject, or he
will not give you his attention. Conjugality or Marital
Inclination when highly developed causes one to be largely influenced by one's
companion in marriage. A man of this kind will be largely governed by his
wife's wishes, tastes and desires, consequently if his wife "says so"
the battle is won. Some men, however, while having Amativeness largely
developed, have but small Conjugality, and if one love is not found
satisfactory, another is substituted—an "affinity" takes the wife's
place. Parental Love or Love of Offspring when highly
developed causes one to idolize his children and to be capable of influence
through them. Such men are prone to relate anecdotes regarding their children
and to bore listeners with recitals of infantile brightness and precocity. They
generally have photographs of their children about their desks. An appeal to
the interests of the children always reaches the attention and interest of these
people. Friendship, or Love of Companionship, when highly developed
causes one to seek society, form attachments of friendship, enjoy social
pleasures, do favors for those whom they like, enjoy entertaining and being
entertained. Such a man will be more apt to base his business dealings upon
likes and acquaintance rather than upon reason or judgment, and are
comparatively easily persuaded by those whom they like. An appearance of
sociability generally attracts them to those manifesting it. The quality
of "good fellowship" appeals to this class. Inhabitiveness or
Love of Home when highly developed causes one to become attached to
places, localities and associations. Such a man will be full of patriotism,
local pride and prejudice and provincialism. He will resent any apparent
"slur" upon his locality, and will appreciate any favorable comment
on his home place and locality. These people are like cats who are attached to
places rather than to people. Their township is usually their idea of "my
country."
The
Selfish Faculties. This group of faculties includes Vitativeness,
or Love of Life; Combativeness, or Love of Opposing; Destructiveness,
or Love of Breaking Through; Alimentiveness, or Love of
Appetite; Bibativeness, or Love of Drink; Acquisitiveness,
or Love of Gain; Secretiveness, or Cunning; Cautiousness,
or Prudence; Approbativeness, or Love of Praise; Self
Esteem, or Self Reliance. Phrenology teaches that this group of organs
occupy the sides of the back part of the head. Vitativeness, or
Love of Life, when highly developed causes one to manifest a determination to
live, and a great fear of death. Anything promising increased health or long
life will greatly attract these people, and anything arousing a fear of ill
health or death will influence them greatly. These people are excellent
customers for health appliances, books on health, etc. Combativeness,
or Love of Opposing, when highly developed causes one to desire a
"scrap" or an argument or debate. These people can best be handled by
seemingly allowing them to win in argument, and then leading them to suggest
the thing that the Salesman has had in his mind all the time. These people may
be led, or coaxed, but never driven. With them it is always a case of
"sugar catches more flies than vinegar," or of the hot sun causing
the man to drop the cloak which the fierce north wind was unable to blow away
from him. A man of this kind will be so pleased at beating another in an
argument on a minor point, that he will forget the main point and will be in a humor
to be persuaded. Always avoid a direct argument or dispute with these people on
important points—they will let their pride of combat obscure their judgment.
But they will be ready to bestow favors on those whom they believe they
have worsted in argument. Destructiveness, or Love of Breaking
Through, when highly developed causes one to take great pleasure in doing
things in new ways; in breaking precedents and defying authority, and in
breaking down obstacles. If you can arouse this spirit in such a man, by
showing him how he may do these things with your goods, he will fall in line. A
man of this kind may be interested at once in any proposition whereby he may be
enabled to do something in a novel way here—to defy opposition or established
custom—or to break down opposing obstacles. The keynote of this faculty is:
"Make Way." Alimentiveness, or Love of Appetite, when
highly developed causes one to incline toward gluttony and gormandizing, and to
place undue importance upon the pleasures of the table. A man of this kind
"lives to eat" instead of "eating to live," and may be
reached through his weakest point—his stomach. To such a man a good dinner is
more convincing than a logical argument. Bibativeness, or Love of
Drink, when highly developed causes one to manifest an inordinate taste for
liquids of all kinds. In some cases, where alcoholic drinks are avoided by such
people, they will run to excess in the direction of "soft drinks"
such as ginger ale, soda water, etc. It does not follow that these people are
fond of the effects of alcohol, the craving seemingly being for liquids in some
form. Such people, if their appetites are not controlled, will let their taste
for drinks run away with their judgment and reason.
Acquisitiveness, or
Love of Gain, when highly developed causes one to be very grasping, avaricious,
and often miserly. But, when not so highly developed, it causes one to manifest
a keen trading instinct, and is a necessary factor in the mental make-up of the
successful merchant. Those in whom it is highly developed will be interested in
any proposition which seems to them to promise gain or saving. In selling such
a man, the effort should be to keep the one point of profit or saving always
in evidence. In some cases this faculty, too highly developed and not
counterbalanced by other faculties, will make a man "penny wise and
pound-foolish," and will focus his mental gaze so closely on the nickel
held close to his eye that he will not see the dollar a little further
off. The "money talk" is the only one that will appeal to these
people.
Secretiveness, or
Cunning, when highly developed causes one to incline toward double-dealing,
duplicity, trickery and deception. It is the "foxy" faculty, which,
while useful to a certain degree, becomes undesirable when carried to excess.
In dealing with a man of this kind, be on guard so far as accepting his
statements at full value is concerned. Accept his statements "with a grain
of salt." Those who wish to "fight the devil with his own fire"
can reach these people by allowing them to think that they are overreaching or
getting the best of the Salesman. The Salesman who is apparently defeated by
these people, is very apt to have discounted their methods in advance, and has
mapped out his line of retreat in advance so that the defeat is really a
victory. These people often will sacrifice a real advantage concerning a big
thing for the sake of tricking one out of a small advantage. To trick another
causes them to feel a glow of righteous well-being and self-satisfaction, and
makes them forget the main point in the deal. A small victory thus won
acts on them like the good dinner to the Alimentive man, or flattery to the
Approbative person. A faculty developed to excess is always a weak point which
can be used by others who understand it.
Cautiousness, or
Prudence, while an admirable quality when normally developed, becomes, when
highly developed, an undesirable quality. When highly developed it causes one
to be over-anxious, fearful, afraid to act, liable to panic, etc. These people
must be cultivated carefully, and led to acquire confidence and trust. One
should be very careful in dealing with these people not to cause suspicion or
alarm. They should be treated with the utmost fairness, and given full
explanations of matters of which they are in doubt. As a rule they are very
slow in giving confidence, but when they once place confidence in a person they
are very apt to stick to him. Their very fearfulness acts to prevent their
making changes when confidence is once secured. These people cannot be
"rushed," as a rule—they require time in order to gain confidence.
They are, however, subject to an occasional "rush" by reason of their
panicky disposition, if they can be made to fear that if they do not act
some competitor will be given the chance, or that prices will advance if they
do not order at once. These people must be handled carefully, and the Salesman
who masters their nature will be well repaid for his trouble and pains.
Approbativeness, or
Love of Praise, when highly developed causes one to be susceptible to flattery,
desirous of praise, fond of "showing off" and displaying himself,
vain, sensitive to criticism, and generally egotistical and often pompous. This
quality when highly developed is a weakness and gives to an adversary a
powerful lever to work. The Salesman, while secretly detesting this quality in
a buyer, nevertheless finds it a very easy channel of approach and weapon of
success, when he once understands its characteristics. These people can be
reached by an apparent "falling in" with their opinion of themselves,
and a manifestation of the proper respect in manner and words. These are the
people to whom the "soft soap" is applied liberally, and who are
carried away by an apparent appreciation of their own excellence. They will be
willing to bestow all sorts of favors upon those who are sufficiently able
to "understand" them, and to perceive the existence of those
superlative qualities which the cruel, cold, unfeeling world has ignored. These
are the people for whom the word "jolly" was invented, and who are
ready to absorb the available world-supply of that article.
Self
Esteem, or Self Reliance, is a very different quality from that just
described, although many people seem unable to make the distinction. Self
Esteem when highly developed causes one to appreciate one's powers and
qualities, while not blinding oneself to one's faults. It gives a sense of
self-help, self-respect, self-reliance, dignity, complacency, and independence.
Carried to an extreme it manifests as hauteur, superciliousness, imperiousness
and tyranny. It is a characteristic of the majority of successful men who have
made their own way by their own efforts. These people insist upon having their
own way, and using their own minds—they resent apparent influence or
suggestions, and often deliberately turn down a proposition simply because they
think that an effort is being made to force them into it. The best way to
deal with these people is to frankly acknowledge their right to think for themselves,
both in your manner, tone and actions—and to present the proposition to them in
an impersonal way, apparently leaving the whole matter to their own good
judgment. A logical appeal appeals to them providing you do not make the
mistake of pitting yourself against them as an opponent in argument. You may
play the part of the lawyer to them, but remember always they want to play the
part of judge, and not that of the opposing counsel. If a matter be subtly
suggested to them in such a way as to make them think that they have thought it
themselves, they will favor it. Always give them a chance to think out the
point themselves—they like it. One need not cringe to or flatter these people.
All that is necessary is to maintain your own self-respect, but at the same
time let them walk a little ahead of you, or stand just a little bit
higher—that is all they need to make them feel comfortable. They much prefer
being a little higher or ahead of a strong man than a weakling—it is more
complimentary to them. They appreciate the one who forces them to use their
heaviest guns—but who finally allows them to claim the victory.
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