SALESMANSHIP

Nelson Evening Mail, Volume LXIII, 6 August 1929, Page 8

SALESMANSHIP

THE BUSINESS FORCE OF TODAY

"Times are changing—old methods will not do," was I lie keynote of an address given to the Canterbury Advertising Club by Mr Alexander i\l." Niblock, a life uiuinbeV of the Auckland Advertising Club, reports the "Chrislchurch Times." The sneaker referred to the work of business research now proceeding ill Britain and America, and said that Britain was taking tin; lead. The clubs there, weie devoting close attention to the science and art of salesmanship Men and women were being employed to sell goods, not merely to serve'goods. Finns wore asking themselves: "What is the value of a customer?'* and the reply was Hint the customer or buyer was the merchant's hope-, .the essential part of any business, and the merchant's best asset. The customer met the salesman as tho representative of tho merchant, and it was essential that the salesman slioilld be. well fitted to take care of that customer. In the science of salesmanI ship and 1 1n" study of it, there wan necessity for knowledge, accuracy, . and [ hard work, and the trained salesman j knew how to secure the right reactions from the customers. Tact'w r ns tbe iwle (word which partly'.explained Hie force ' used in this matter. Most salesmen 'MI

down owing to self consciousness, or the inferiority Complex, and this complex could be' and should, be eradicated by every salesperson who set himself to the task." building instead a dynamic personally. That was tho practical lewwi of psychology in business. The IcCuter dealt with tfo reactions of the cus-omer lo the salesman, la tbe' ;goods, and to the "house." and went on to, an mtbrCiting discussion of the customer, the sub-conscioUJi mind, tho emotions, intellect and reason. Summing up, ho su-cl that advertising clubs throughout the world were increasing m mHmmiie, ami it lay in their power to make for better and 'more profitable business, on w'lich tho success of i country and a community so greatly depended.