TRUE SALESMANSHIP

Evening Post, Volume CXVIII, Issue 89, 12 October 1934, Page 9

TRUE SALESMANSHIP

(From "The Post's" Representative.) LONDON, August 31. "Tho Basic Principles of the Eetail Trade" was the subject of an address by Mr. A. E. Cowper. "One thing certain is that tho trade is quite properly attracting men. and women whose education aud training should fit them to become worthy leaders of tho nation's greatest industry— the distribution to the consumer of the products of our workshops and factories," he said. "Our object for being in business is to sell goods. Our aim must always bo not only to provide suitable merchandise, but smooth working, pleasant and delightful service. It is, or should be, the policy of every business to specialise in a certain grade or type of merchandise and then to see that goods within that range have careful and specialised attention. No part of our business is more important than salesmanship, becauso the salesman is tho direct link with the house and the customer, and the business is judged by impressions made at the counter.

"The highest quality salesmanship cmi only be expected from those whoso enthusiasm is continually stimulated by being made to feel that they really arc the important link with the business chain. The success of our business is largely influenced by the workers in it, and it can only support those whose interest and loyalty are proved by their successful efforts. It is the greatest mistake in the world for even the youngest member of the organisation to imagine that his work is of little importance, or that it carries no responsibility. "