THE MIND OF THE SALESMAN
In the Psychology of Salesmanship there are two important elements, viz:
(1) The Mind of the Salesman; and (2) the Mind of the Buyer. The
proposition, or the goods to be sold, constitute the connecting link
between the two Minds, or the common point upon which the two Minds must
unite, blend, and come to agreement. The Sale itself is the result of
the fusion and agreement of the two Minds--the product of the action and
reaction between them. Let us now proceed to a consideration of the two
important elements, the Two Minds involved in the process of
Salesmanship.
Beginning our consideration of the Mind of the Salesman, let us realize
that upon his mind depends his character and personality. His character
is composed of his individual mental qualities or attributes. His
personality is his customary outward expression of his character. Both
character and personality may be altered, changed and improved. And
there is in each person a central _something_ which he calls "I," which
is able to order and manifest these changes in his character and
personality. While it may be argued plausibly that a man is merely a
composite of his characteristics and nothing more, nevertheless there is
always in each the consciousness that in his real "I" there is a
something which is above and behind characteristics, and which may
regulate the latter. Without attempting to lead the reader into the maze
of metaphysics, or the pitfalls of philosophy, we wish to impress upon
him the fact that his mental being has for its innermost centre of
consciousness this mysterious "I," the nature of which no one has ever
been able to determine, but which when fully realized imparts to one a
strength and force undreamed of before.
And it is well worth while for everyone seeking self-development and
self-improvement to awaken to a clear realization of this "I" within
him, to which every faculty, every quality, every characteristic is an
instrument of expression and manifestation. The real "you" is not the
characteristics or features of personality, which change from time to
time, but a permanent, changeless, centre and background of the changes
of personality--a something that endures through all changes, and which
you simply know as "I." In the volume of this series, entitled "_The New
Psychology_," in the chapter entitled "The Ego, or Self" we have spoken
of this in detail. Further mention would be out of place in the present
volume, but we may be pardoned for quoting the following from the said
chapter, for we feel that a realization of this "I" is most important to
each person who wishes to master his own mind, and to create his own
personality. Here follows the quotation:
"The consciousness of the 'I' is above personality--it is something
inseparable from individuality. * * * The consciousness of the 'I' is an
actual experience, just as much as is the consciousness of the page
before you. * * * The whole subject of The New Psychology is bound up
with this recognition of the 'I'--it revolves around this 'I' as a
wheel around its centre. We regard the mental faculties, powers, organs,
qualities, and modes of expression, as merely instruments, tools, or
channels of expression of this wonderful Something--the Self, the pure
Ego--the 'I.' And this is the message of The New Psychology--that You,
the 'I,' have at your command a wonderful array of mental instruments,
tools, machinery, which if properly used will create for you any kind of
personality you may desire. You are the Master Workman who may make of
yourself what you will. But before you can appreciate this truth--before
you can make it your own--before you can apply it--you must enter into a
recognition and realization of this wonderful 'I' that you are, to which
body and senses, yea, even the mind itself, are but channels of
expression. You are something more than body, or senses, or mind--you
are that wonderful Something, master of all these things, but of which
you can say but one thing: 'I AM.'"
But remember, always, that this realization of the Ego does not mean
egotism, or self-conceit, or comparison of your character or
personality with that of others. It is Egoism not Egotism--and Egoism
means simply the realization of this "Master-Consciousness" to which all
other mental faculties are subordinate. If you want some other name for
it, you may consider this "I" as the "Will of the will," for it is the
very essence of _will-power_--it is, so to speak, the Will conscious of
itself. By means of the realization, you will find it far easier to
cultivate the mental qualities in which you are deficient, and to
restrain undesirable characteristics. The spirit of the idea may be
gained by a careful understanding of the following from the pen of
Charles F. Lummis: "I'm all right. I am bigger than anything that can
happen to me. All these things are outside my door, _and I've got the
key_!"
The mental qualities most requisite to the Salesman may be stated as
follows:
1. _Self Respect._ It is important to the Salesman that he cultivate the
faculty of Self Respect. By this we do not mean egotism, conceit,
superciliousness, imperiousness, hauteur, snobbishness, etc., all of
which are detrimental qualities. Self Respect, on the contrary imparts
the sense of true manhood or womanhood, self-reliance, dignity, courage
and independence. It is the spirit of Black Hawk, the Indian chieftain,
who, lifting his head said to Jackson: "I am a Man!" It is entirely
opposed to the crawling, cringing "worm of the dust," mental attitude of
Uriah Heep, who was continually asserting how humble--how very
humble--he was. Learn to look the world in the eyes without flinching.
Throw off the fear of the crowd, and the impression that you are
unworthy. Learn to believe in yourself, and to respect yourself. Let
your motto be "I Can; I Will; I Dare; I Do!"
Self Respect is a sure antidote for the feeling of fear, shrinking,
sense of inferiority, and other negative feelings which sometimes
oppress the Salesman when he is about to enter into the presence of some
"big man." Remember that the man's personality is merely a mask, and
that behind it is merely an "I" like your own--no more, no less.
Remember that behind the "John Smith" part of you there exists the same
kind of "I" that exists behind the "High Mucky-muck" part of him.
Remember that you are Man approaching Man--not a worm approaching a
god. Remember that just as Kipling says: "The Colonel's lady and Judy
O'Grady _are sisters under their skin_," so are you and the big man twin
"I's" beneath the covering of personality, position, and outward
appearance. By cultivating the realization of the "I," of which we have
told you, you will acquire a new sense of Self Respect which will render
you immune from the feeling of bashfulness, inferiority and fear in the
presence of others. Unless a man respects himself, he cannot expect
others to respect him. He should build up his true individuality and
respect it, being careful, always, not to get "side-tracked" by egotism,
vanity and similar follies of personality. It is not your personality
which is entitled to respect, but your _individuality_, which is
something far different. The personality belongs to the outer man, the
individuality to the inner.
One's physical carriage and attitude tends to react upon his own mental
attitude as well as also impressing those in whose presence he is. There
is always an action and reaction between mind and body. Just as mental
states take form in physical actions, so do physical actions react upon
the mind and influence mental states. Frown continually and you will
feel cross; smile and you will feel cheerful. Carry yourself like a man,
and you will feel like a man. Carl H. Pierce says regarding the proper
carriage of a salesman: "Remember that you are asking no favors; that
you have nothing to apologize for, and that you have every reason in the
world to hold your head up high. And it is wonderful what this holding
of the head will do in the way of increasing sales. We have seen
salesmen get entrance to the offices of Broadway buyers simply through
the holding of the head straight up from the shoulders. The rule to
follow is: Have your ear lobes directly over your shoulders, so that a
plumb line hung from the ears describes the line of your body. Be sure
not to carry the head either to the right or left but vertical. Many men
make the mistake, especially when waiting for a prospect to finish some
important piece of business, of leaning the head either to the right or
left. This indicates weakness. A study of men discloses the fact that
the strong men never tilt the head. Their heads sit perfectly straight
on strong necks. Their shoulders, held easily yet firmly in correct
position, are inspiring in their strength indicating poise. Every line
of the body, in other words, denotes the thought of the bearer."
So cultivate not only the inner sense of Self Respect, but also the
outward indications of that mental state. Thus do you secure the benefit
of the action and reaction between body and mind.
II. _Poise._ The salesman should cultivate Poise, which manifests in
balance, tranquility and ease. Poise is that mental quality which
maintains a natural balance between the various faculties, feelings,
emotions and tendencies. It is the assertion of the "I" as the Master
and controller of the mental states, feelings, and action. Poise enables
one to correctly _balance_ himself, mentally, instead of allowing his
feelings or emotions to run away with him. Poise enables one to remain
the Master of Himself, instead of "slopping over" on the one hand, or of
"losing his nerve" on the other. Poise enables one to "keep himself well
in hand." The man who has Poise indeed has Power, for he is never
thrown off his balance, and consequently always remains master of the
situation. Did you ever hear of, or see, the Gyroscope? Well, it is a
peculiar little mechanical contrivance consisting of a whirling wheel
within a frame work, the peculiarity consisting of the arrangement and
action of the wheel which by its motion always maintains its balance and
equilibrium. No matter how the little apparatus is turned, it always
maintains its equilibrium. It is likely to play an important part in
aerial navigation and mono-rail systems of transportation, in the
future.
Well, here is the point--_be a Mental Gyroscope_. Cultivate the mental
quality which acts automatically in the direction of keeping your
balance and centre of mental gravity. This does not mean that you should
be a prig, or a solemn-faced smug bore, with an assumption of
supernatural dignity. On the contrary, always be natural in manner and
action. The point is to always maintain your balance, and mental
control, instead of allowing your feelings or emotions to run away with
you. Poise means Mastery--lack of it means Slavery. As Edward Carpenter
says: "How rare indeed to meet a _man_! How common rather to discover a
creature hounded on by tyrant thoughts (or cares, or desires), cowering,
wincing under the lash--or perchance priding himself to run merrily in
obedience to a driver that rattles the reins and persuades himself that
he is free." Poise is the Mental Gyroscope--keep it in good working
order.
III. _Cheerfulness._ The "bright, cheerful and happy" mental attitude,
and the outward manifestation of the same, is a magnet of success to the
salesman. The "grouch" is the negative pole of personality, and does
more to repel people than almost any other quality. So much in demand is
the cheerful demeanor and mental state, that people often give undue
preference to those possessing it, and pass over a "grouchy" individual
of merit in favor of the man of less merit but who possesses the
"sunshine" in his personality. The "man with the southern exposure" is
in demand. There is enough in the world to depress people without having
gloom thrust upon them by persons calling to sell goods. Well has the
poet said:
"Laugh, and the world laughs with you;
Weep, and you weep alone.
For this sad old earth is in need of mirth;
It has troubles enough of its own."
The world prefers "Happy Jim" to "Gloomy Gus," and will bestow its
favors upon the first while turning a cold shoulder to the second. The
Human Wet Blanket is not a welcome guest, while the individual who
manages to "let a little sunshine in" upon all occasions is always
welcome. The optimistic and cheerful spirit creates for itself an
atmosphere which, perhaps unconsciously, diffuses itself in all places
visited by the individual. Cheerfulness is contagious, and is a most
valuable asset. We have known individuals whose sunny exteriors caused a
relief in the tension on the part of those whom they visited. We have
heard it said of such people: "I am always glad to see that fellow--he
brightens me up." This does not mean that one should endeavor to become
a professional wit, a clown, or a comedian--that is not the point. The
idea underlying this mental state and attribute of personality is
_Cheerfulness_, and a disposition to look on the bright side of things,
and to manifest that mental state as the sun does its rays. Learn to
radiate Cheerfulness. It is not so much a matter of saying things, as it
is a matter of thinking them. A man's inner thoughts are reflected in
his outward personality.
So cultivate the inner _Cheerfulness_ before you can hope to manifest
its outer characteristics. There is nothing so pitiful, or which falls
so flat, as a counterfeit Cheerfulness--it is worse than the minstrel
jokes of the last decade. To be cheerful one does not have to be a
"funny man." The atmosphere of true Cheerfulness can proceed only from
within. The higher-class Japanese instruct their children to maintain a
cheerful demeanor and a smiling face no matter what happens, even though
the heart is breaking. They consider this the obligation of their caste,
and regard it as most unworthy of the person, as well as insulting to
others, to manifest any other demeanor or expression. Their theory,
which forms a part of their wonderful code called "Bushido," is that it
is an impertinence to obtrude one's grief, sorrow, misfortunes, or
"grouch," upon others. They reserve for their own inner circle their
sorrows and pains, and always present a cheerful and bright appearance
to others. The Salesman would do well to remember the "Bushido,"--he
needs it in his business. Avoid the "grouch" mental state as you would a
pestilence. Don't be a "knocker"--for "knocks," like chickens, come home
to roost, bringing their chicks with them.
IV. _Politeness._ Courtesy is a valuable asset to a Salesman. Not only
this, but it is a trait characteristic of _gentlemen_ in all walks of
life, and is a duty toward oneself as well as toward others. By
politeness and courtesy we do not mean the formal, artificial outward
acts and remarks which are but the counterfeit of the real thing, but,
instead, that respectful demeanor toward others which is the mark of
innate refinement and good-breeding. Courtesy and politeness do not
necessarily consist of formal rules of etiquette, but of an inner
sympathy and understanding of others which manifests in a courteous
demeanor toward them. Everyone likes to be treated with appreciation
and understanding and is willing to repay the same in like form. One
does not need to be a raw "jollier" in order to be polite.
Politeness--true politeness--comes from within, and it is almost
impossible to imitate it successfully. Its spirit may be expressed by
the idea of trying to see the good in everyone and then acting toward
the person as if his good were in plain evidence. Give to those with
whom you come in contact the manner, attention and respect to which they
would be entitled if they were actually manifesting the highest good
within them.
One of the best retail salesmen we ever knew attributed his success to
his ability to "get on the customer's side of the counter," that is, to
try to see the matter from the customer's viewpoint. This led to a
sympathetic understanding which was most valuable. If the Salesman can
manage to put himself in the place of the customer, he may see things
with a new light, and thus gain an understanding of the customer which
will enable him, the Salesman, to manifest a true politeness toward his
customers. But politeness and courtesy does not mean a groveling,
cringing attitude of mind or demeanor. True politeness and courtesy must
have as its background and support, Self Respect.
Allied to politeness is the quality called Tact, which is defined as the
"peculiar skill or adroitness in doing or saying exactly that which is
required by, or is suited to, the circumstances; nice perception or
discernment." A little consideration will show that Tact must depend
upon an understanding of the viewpoint and mental attitude of the other
person, so that if one has the key to the one he may open the door of
the other. An understanding of the other person's position, and an
application of the true spirit of politeness, will go a long way toward
establishing the quality of tactfulness. Tact is a queer combination of
Worldly Wisdom and the Golden Rule--a mixture of the ability to seek
into the other person's mind, and the ability to speak unto others as
you would that others speak unto you, under the same circumstances. The
trait called Adaptability, or the faculty of adjusting oneself to
conditions, and to the personality of others, also belongs to this
category. Adaptability depends upon the ability to see the other
person's position. As a writer says: "Those individuals who are out of
harmony with their surroundings disappear to make room for those who are
in harmony with them." When the keynote of the understanding of the
minds of others is found, the whole subject of true politeness, tact and
adaptability is understood and may be applied in practice.
V. _Human Nature._ Closely allied to the subject of the preceding
paragraphs, is that of Human Nature. A knowledge of Human Nature is very
important to the Salesman. In order to understand the workings of the
minds of others, one must not only understand the general psychological
principles involved, but also the special manifestations of those
principles. Nature tends to form classes and species, and the majority
of people may be grouped into special classes depending upon their
temperaments. An intelligent study of The New Psychology and the general
subject of Human Nature in works on Physiognomy, etc., will do much to
start one well upon the road to an understanding of Human Nature. But,
after all, the best knowledge comes only when the general principles are
tested and applied under observation in general experience.
In this particular work we have much to say upon certain features of
Human Nature--in fact, as we have said, Human Nature is but Psychology.
The following advice, from the pen of Prof. Fowler, the well known
authority on Phrenology, is recommended to all Salesmen desirous of
acquiring the faculty of understanding Human Nature: "Scan closely all
the actions of men, with a view to ascertain their motives and
mainsprings of action; look with a sharp eye at man, woman, child, all
you meet, as if you would read them through; note particularly the
expression of the eye, as if you would imbibe what it signifies; say to
yourself: What faculty prompted this expression or that action; drink in
the general looks, attitude, natural language, and manifestation of the
man, and yield yourself to the impressions naturally made on you--that
is, study human nature both as a philosophy and as a sentiment, or as
if being impressed thereby."
A forthcoming volume of this series, to be entitled "Human Nature," will
go into this subject in detail.