Chapter II: Preface

In the preparation of this volume the plan has been to present the principles of shoe salesmanship—not an abstract or generalized treatment but a specific statement of the principles as they apply directly to the daily efforts of the retail shoe salesman. Throughout, the author’s purpose has been to emphasize the fact that true salesmanship is an effort of brains rather than one of physical endeavor or rule-of-thumb methods.

It is recognized that preparation for success in selling must commence within the man himself and that only as he improves himself will he be able to communicate a higher quality of service to his customer. Realizing this, the chief stress in the first four chapters of the volume is placed on those important qualities that have to do with the man’s responsibility to himself. Mainly these are considerations bearing on the proper care and development of the body and, what is still more essential, the proper mental attitude of the man toward his present job and future development. This having been accomplished the salesman is ready to consider his further growth, which comes through a better understanding of his relation and responsibility to others—the customer and the employer. It is on these facts that the main stress is laid throughout the later chapters.

Acknowledgment is gratefully made to the following shoe men for their valuable suggestions, based upon years of successful selling experience: James M. Borland, George F. Breck, R. E. Caradine, Herbert E. Currier, R. C. Hearne, J. F. Knowles, W. E. McIlhenny, H. C. McLaughlin, Thomas B. Meath, A. E. Oldaker, Joseph E. Palmer, A. E. Pitts, John F. Reedy, Sydney Stokes.

GEORGE F. HAMILTON

TABLE OF CONTENTS

CHAPTER I

PAGE

THE FIELD OF RETAIL SELLING 1–8

Purpose of the Course; The Plan; How to Read; The Science
of Business; The Salesman’s Place; Retail Shoe Selling.

CHAPTER II

RELATION OF THE MAN TO HIS JOB 9–22

Service; Self Analysis; Confidence; Character;
Personality; Carving Out a Career; Co-operation; Success
the Reward of Merit; The Price of Success.

CHAPTER III

HEALTH AN IMPORTANT FACTOR 23–38

Joy of a Healthy Body; Keeping “Fit” for Business; Food;
Fresh Air; Sleep; Learn to Play; Care of the Body; Work
and Play for the Mind; Nerves; Personal Appearance; The
Knack of Being Well Dressed.

CHAPTER IV

ENTHUSIASM WITH HONESTY 39–55

Getting “Life” Into the Sale; Advertising to Focus the
Customer’s Enthusiasm; What is Enthusiasm?; Keeping Up
Steam; Make the First Sale to Yourself; The Future a
Reflection of “To-Days”; Honesty; Danger of
Over-Enthusiasm; Promises.

CHAPTER V

THE CUSTOMER AS THE SALESMAN’S GUEST 56–75

The Human Heart Throb; Greeting the Customer; Remembering
the Name; No Geography in Service; Familiarity; Meeting
Him Face to Face; Side Chatter; Painful Silence; Customer
Concentration; Talking in Terms of “You”; Stick to the
Sale; Talking in Positive Terms; Don’t Argue; “War-Time
Portions” Out of Date.

CHAPTER VI

TAKING AN INTEREST IN THE CUSTOMER 76–95

Are You Selling or Is He Buying?; Getting His Interest;
Points of Contact; Handling the Goods; Appropriate Selling
Talk; Suggestion; Studying the Customer; Discrimination
Among Customers; Interruptions.

CHAPTER VII

DIFFERENT TYPES OF CUSTOMERS 96–109

Variety Among People; Human Nature; Tuning-Up to the
Customer; Children; Talkative People; Practical; Silent;
Unpleasant or Grouchy; Elderly Person or Invalid.

CHAPTER VIII

DIFFERENT TYPES OF CUSTOMERS (_Continued_) 110–122

In a Hurry; “Only Looking”; Undecided; Two Friends
Together; Ignorant and Poor; Style Regardless of Price;
Actual or Assumed Foot Troubles.

CHAPTER IX

SHOWING THE GOODS 123–142

Freshen-Up the Selling Talk; The Outsider’s Point of View;
Getting Under-Way in the Sale; Style Not in Stock; “Just
as Good”; Selecting the Stock; Don’t Concentrate on One
Line; Showing More Goods; Customer Who Does Not Buy.

CHAPTER X

KNOWLEDGE OF THE STOCK 143–159

“These are Better”; Study of the Stock; Styles; Stock
Arrangement; Time Saving; Keeping Posted on New Stock;
Customers’ Criticisms; Stock Turn-Over.

CHAPTER XI

MONEY VALUE OF IDEAS 160–174

Getting “Under His Skin”; Making Two Sales Out of One;
Advantages of an Extra Pair; Closing the Sale in the
Store; Getting Business From Outside Friends; Telephone
Salesmanship; Personal Letter; Advantages of Display
Fixtures; Exaggeration; Forced Sales.

CHAPTER XII

THE SALESMAN’S RESPONSIBILITY 175–197

Selling P.M. Goods; Purpose of the P.M.; Advantages;
Disadvantages; Salesman’s Attitude Toward P.M.’s; The
Customer’s Frame of Mind; Returns; Exchanges; Adjustments;
Co-operation; Team Work; Pulling Together With the Store
System; Individual Responsibility; The Salesman as a
Consulting Expert; Conclusion.

RETAIL SHOE SALESMANSHIP