THE MIND OF THE SALESMAN (CONTINUED)
VI. _Hope._ The Salesman should cultivate the Optimistic Outlook upon
Life. He should encourage the earnest expectation of the good things to
come, and move forward to the realization thereof. Much of life success
depends upon the mental attitude of, and the confident expectation of, a
successful outcome. Earnest Desire, Confident Expectation, and Resolute
Action--this is the threefold key of attainment. Thought manifests
itself in action, and we grow in accordance with the mental pattern or
mould we create for ourselves. If you will look around you you will find
that the men who have succeeded, and who are succeeding, are those who
have maintained the hopeful mental attitude--who have always looked
forward to the star of hope even in the moments of the greatest trouble
and temporary reverses. If a man loses his hope permanently he is
defeated. Hope is the incentive which is always drawing man onward and
upward. Hope backed by Will and Determination is almost invincible.
Learn to look on the bright side of things, to believe in your ultimate
success. Learn to look upward and forward--heed the motto, "look aloft!"
Cultivate the "rubber-ball spirit," by which you will be able to bounce
higher up the harder you are thrown down. There is a subtle
psychological law by the operation of which we tend to materialize our
ideals. The "confident expectation" backed by actions will win out in
the end. Hitch your wagon to the Star of Hope.
VII. _Enthusiasm._ Very few people understand the true meaning of the
word "enthusiasm," although they may use it quite frequently in ordinary
conversation. Enthusiasm means far more than energy, activity, interest
and hope--it means the expression of the "soul" in mental and physical
actions. The Greeks used the word as meaning "inspiration; moved by the
gods," from which arose the later meaning of "inspired by a superhuman
or divine power." The modern usage is defined as: "Enkindled and
kindling fervor of the soul; ardent and imaginative zeal or interest;
lively manifestation of joy or zeal;" etc. A person filled with
enthusiasm seems to move and act from the very centre of his being--that
part which we mean when we say "soul." There is a wonderful power in
rightly directed enthusiasm, which serves not only to arouse within one
his full powers, but also tends to impress others in the direction of
mental contagion. Mental states are contagious, and enthusiasm is one of
the most active of mental states. Enthusiasm comes nearer to being
"soul-power" than any other outward expression of mental states. It is
allied to the soul-stirring impulse of music, poetry, and the drama. We
can _feel_ it in the words of a writer, speaker, orator, preacher,
singer or poet. Enthusiasm may be analyzed as Inspired Interest. As
Walter D. Moody says: "It will be found that all men possessed of
personal magnetism are very much in earnest. Their intense earnestness
is magnetic." The best authorities agree that Enthusiasm is the active
principle of what has been called Personal Magnetism.
An old writer has well said: "All of us emit a sphere, aura, or halo,
impregnated with the very essence of ourselves, sensitives know it, so
do our dogs and other pets; so does a hungry lion or tiger; aye, even
flies, snakes and insects, as we know to our cost. Some of us are
magnetic--others not. Some of us are warm, attractive, love-inspiring
and friendship-making, while others are cold, intellectual, thoughtful,
reasoning, but not magnetic. Let a learned man of the latter type
address an audience and it will soon tire of his intellectual discourse,
and will manifest symptoms of drowsiness. He talks at them, but not into
them--he makes them think, not feel, which is most tiresome to the
majority of persons, and few speakers succeed who attempt to merely make
people think--they want to be made to feel. People will pay liberally to
be made to feel or laugh, while they will begrudge a dime for
instruction or talk that will make them think. Pitted against a learned
man of the type mentioned above, let there be a half-educated, but very
loving, ripe and mellow man, with but nine-tenths of the logic and
erudition of the first man, yet such a man carries along his crowd with
perfect ease, and everybody is wide-awake, treasuring up every good
thing that falls from his lips. The reasons are palpable and plain. It
is heart against head; soul against logic; and soul is bound to win
every time." And as Newman says: "Deductions have no power of
persuasion. The heart is commonly reached, not through the reason, but
through the imagination, by means of direct impressions, by the
testimony of facts and events, by history, by description. Persons
influence us, looks subdue us, deeds inflame us." Enthusiasm imparts
that peculiar quality that we call "_life_," which constitutes such an
important part in the personality of a salesman. Remember we have
analyzed enthusiasm as _inspired earnestness_--think over this analysis,
and grasp its inner meaning. The very word "ENTHUSIASM" is
inspiring--visualize it and let it incite you to its expression when you
feel "dead." The very thought of it is a stimulant!
VIII. _Determination._ The Salesman needs the quality of dogged
determination, persistence, and "stick-to-itiveness." This bulldog
quality must be developed. The "I Can and I Will" spirit must be
cultivated. Determination is composed of several constituent faculties.
First comes Combativeness or the quality of "tackling" obstacles. This
is a marked quality in all strong characters. It manifests as courage,
boldness, resistance, opposition, and disposition to combat opposition
rather than to yield to it.
Allied to this faculty is another which bears the very inadequate name
of Destructiveness, which expresses itself in the direction of breaking
down barriers, pushing aside obstacles, making headway; pushing to the
front; holding one's own; etc. It is the quality of the man who makes
his own paths and builds up his own trade. It is the "pioneer" faculty
of the mind which clears away the ground, lays foundations and builds
the first log-cabin.
Then comes Continuity, the faculty which is well-defined as
"stick-to-itiveness," which enables one to stick to his task until it is
finished. This faculty gives stability and staying qualities, and
enables a man to _finish_ well. The lack of this quality often
neutralizes the work of other good faculties, causing the person to
"let go" too soon, and to thus lose the fruits of his labors.
Finally, comes the faculty of Firmness, which gives to one the quality
of tenacity, perseverance, fixity, decision and stability, accompanied
by a certain "stubborn tendency" which holds the other faculties
together. A certain amount of this quality of "jackass courage" is
needed in the mental make up of a Salesman. If a person is 'set' to a
certain extent it enables him to maintain his position without the
constant wear and tear upon his will that is met with by those lacking
it. This faculty prevents one from being "sidetracked," and enables him
to "put his hand to the plow and look not backward." It holds the chisel
of the will up against the metal of circumstances until the work is
accomplished. It enables one to be like the rock against which
harmlessly beat the waves of opposition and competition. It enables one
to see his object, and then to march straight to it.
IX. _Secretiveness._ We mention this quality, not because it is one
which plays such an important part in the world of Salesmanship, but
because the tendency of the average Salesman is to talk too freely
regarding matters which should be kept to himself. This failing on the
part of the Salesman is due to the free expression which his work
necessitates. He should remember, however, that many a good plan has
miscarried by reason of the tendency of the Salesman to "blab," or to
"give away" his hopes, plans and expectations. The Salesman should think
thrice before speaking regarding any matter of office or personal
policy, plans, methods, or other things which he would not like his
competitors to know. It is a safe rule, laid down by a very successful
business man, that one should "Never speak of anything that he is not
desirous of his principal competitor hearing--for hear it he will if one
speaks of it." The world is full of the "little birds" who delight in
carrying tales--the "walls have ears" with microphone, wireless
telegraphic attachments. Be a diplomat in matters of the kind to which
we have referred. A little thought should convince that if you
_yourself_ do not respect your own secrets, you can not expect others
to do so.
X. _Acquisitiveness._ This faculty manifests as the desire for acquiring
things; gaining; possessing; reaching out for; etc. It is often
condemned by people, because of the unpleasant traits manifested by
those in whom it is abnormally developed, as the miser, the "hog," and
the "stingy" person. But it is not well to hastily condemn this faculty,
for without it we would become desireless, spendthrift, wasteful,
without resources, and poor. The man who would succeed in any line of
business must cultivate Acquisitiveness, if he is deficient in it. He
must learn to want and earnestly desire the good things of life, and to
reach out for them. He must desire to accumulate something for himself,
for by so doing he will work so that he will make a valuable
accumulating channel for his employers. Acquisitiveness is one of the
animating principles of the business world, evade it though we may try
to. It is hypocritical to deny this. The facts are too plain to be
brushed aside or denied. As the writer has said in another work: "People
are all after money--every blessed mother's son and daughter of
them--in one way or another." What is the use of denying it. Some day we
may have better economic conditions--I pray to God that we may--but
until that time all of us must chase the nimble dollar to the best of
our ability. For unless a man does this thing, then shall he not eat;
nor be clothed; nor have shelter; nor books; nor music; nor anything
else that makes life worth living for one who thinks and feels. It seems
to me the proper balance is preserved in the following statement: "While
you're getting, get all you can--_but give the other fellow a chance_."
XI. _Approbativeness._ This is the quality which manifests in a desire
for praise, flatter, approval, fame, etc. The average Salesman does not
need to develop this faculty--his temperament is very apt to make him
have it too highly developed. It is all very well to feel a certain
pleasure from the approval of others of work well done. But it is a
decided weakness for one to be so sensitive to the opinions of others
that they suffer from their disapproval, or from the lack of praise. He
who is dependent upon the praise of the crowd, or the approval of the
mob is a fool, deserving of pity. The crowd is fickle and tomorrow may
turn on those whom they are praising to-day. Moreover there is always
much secret envy and jealousy mixed with the praise of others.
Did you ever notice how eagerly people relate the slip-up or stumble of
those whom they have been praising? Be not deceived by the plaudits of
the crowd. Nor should you allow yourself to be deterred from a right
course because of fear of blame. Learn to rely on what you, yourself,
know to be right. "Be sure you're right, then go ahead." Learn to stand
upon your own feet, and do not lean upon others. Shake the crowd off
your heels--mind your own business and let others do likewise. And look
the world squarely in the eye while you are talking to it, too. It will
understand you, if you do not truckle to it. But never cringe to
it--else it will rend you to pieces. "They say; what do they say; let
them say!" "Do not worry about it--your friends will not care, and your
enemies will criticise anyway; so what's the use?" Say to yourself: "I
am the Captain of my Soul." And remember Burton's glorious words of
freedom and courage:
"Do what thy manhood bids thee do, from none but self expect applause;
He noblest lives and noblest dies who makes and keeps his self-made
laws.
All other Life is living Death, a world where none but Phantoms dwell.
A breath, a wind, a sound, a voice, a tinkling of the Camel's bell."
The difference between Egoism and Egotism consists largely of the
difference between Self-Respect and Approbativeness. Develop the first,
and restrain the second--if you wish to become an Individual. And the
successful Salesman is always an Individual--standing out from and above
the crowd of the "mere persons" or "order-takers." Be a Man, and not a
human looking glass reflecting the ideas, opinions, and wishes of all
those around you. Be creative, not imitative. Flattery is the food for
apes, not for men.
_Personal Expression._ While one's personal expression in the direction
of clothing, walk, voice, etc., can scarcely be called mental
qualities, yet they must be considered as _expressions_ of mental
qualities--outward manifestations of inward states. So true is this that
people naturally judge one's character by these outward expressions.
And, moreover, there is a subtle reaction of one's outward
manifestations upon one's mental states. One's walk, carriage and
demeanor influence one's mental attitude, as we may prove by changing
these outward manifestations and noting our changed feelings. As someone
has said: "The consciousness of being well dressed imparts a certain
serenity and peace which even religion sometimes fails to give us."
And, as for physical attitudes, etc., hear what several eminent
psychologists tell us. Prof. Halleck says: "By inducing an expression we
can often cause its allied emotion." Prof. James says: "Whistling to
keep up courage is no mere figure of speech. On the other hand, sit all
day in a moping posture, sigh, and reply to everything with a dismal
voice, and your melancholy lingers. There is no more valuable precept in
moral education than this: If we wish to conquer undesirable emotional
tendencies in ourselves we must assiduously, and in the first instance
cold-bloodedly, go through the _outward movements_, of those contrary
dispositions which we wish to cultivate. Smooth the brow, brighten the
eye, contract the dorsal rather than the ventral aspect of the frame,
and speak in a major key, pass the genial compliment and your heart must
indeed be frigid if it does not gradually thaw."
Dr. Woods Hutchinson says: "To what extent muscular contractions
condition emotions, as Prof. James has suggested, may be easily tested
by a quaint and simple little experiment upon a group of the smallest
voluntary muscles of the body, those that move the eyeball. Choose some
time when you are sitting quietly in your room, free from all disturbing
thoughts and influences. Then stand up, and assuming an easy position,
cast the eyes upward, and hold them in that position for thirty seconds.
Instantly and involuntarily you will be conscious of a tendency toward
reverential, devotional, contemplative ideas and thoughts. Then turn the
eyes sideways, glancing directly to the right or to the left, through
half-closed lids. Within thirty seconds images of suspicion, of
uneasiness, or of dislike will rise unbidden to the mind. Turn the eyes
on one side and slightly downward, and suggestions of jealousy or
coquetry will be apt to spring unbidden. Direct your gaze downward
toward the floor, and you are likely to go off into a fit of reverie or
abstraction." Maudsley says: "The specific muscular action is not merely
an exponent of passion, but truly an essential part of it. If we try
while the features are fixed in the expression of one passion to call up
in the mind a different one, we shall find it impossible to do so."
In view of the above statements, we may readily see the importance of
cultivating those outward expressions which are co-related to desirable
mental states or feelings. By so doing we arouse in our minds those
particular states or feelings. And, moreover, we tend to impress others
with the possession on our part of the co-related mental qualities.
One's outward expression is a powerful instrument of suggestion to
others, and people are unconsciously and instinctively affected by it,
to our benefit or detriment. Let us therefore consider, briefly, the
general principles underlying personal expression along the lines
indicated.
_Carriage and Walk._ In the first part of the previous chapter, under
the sub-head of "Self-Respect" we have given you the advice of a good
authority concerning the proper carriage. The key is: Carry yourself in
a manner showing your Self-Respect, Poise, and Consideration of Others.
Another authority gives the following directions for the correct
position in standing: "(1) Heels together; (2) head up, with chin
slightly drawn in rather than protruding; (3) eyes front; (4) shoulders
thrown back but not elevated; (5) chest expanded; (6) abdomen slightly
drawn in, and not allowed to protrude; (7) arms dropped naturally to the
sides, with the little fingers lightly touching the sides of the thigh.
This may make you feel a little stiff and awkward at first, but, if you
persevere, will soon establish itself as second nature with you."
Another authority says: "The easiest way in which to acquire a correct
carriage is to imagine that you are suspended from on high with a line,
the lowest end of the line being fastened to the lower end of your
breast-bone. If you will stand and walk as if you are so suspended, the
result will be that you will acquire an easy, graceful, gliding walk,
and a correct carriage and natural position." Another authority gives
the following advice: "The following method if observed in walking and
standing, will impart a desirable physical poise and will keep you erect
and in a graceful attitude while walking: Stand with your back toward
the wall, with the heels, legs, hips, shoulders and back of head
touching the wall, and with the chin slightly drawn in. Press up against
the wall firmly. You will find yourself in an uncomfortable position,
and one that is unnatural and incorrect. Then, keeping your heels to the
wall, allow your body to swing forward into a natural position, being
careful to keep the body firm in the same 'form,' avoiding relaxation,
swinging yourself forward from the ankle joints alone. When you find
that the correct poised, natural position has been attained, hold it,
and march forward in what will be the natural, normal, well-balanced
walking position. Practice this repeatedly, several times every day,
until you have fully acquired the habit."
_Shaking Hands._ When you grasp another's hand in the act of "shaking
hands," do not do so in a listless, cold-blooded manner--do not extend
to the other man a flabby, clammy, fish-like hand. But take hold of his
hand as if you liked to do it--throw interest into the proceeding. More
than this--throw feeling into it. Throw into the hand-clasp the feeling:
"_I like you, and you like me_." Then, when you draw your hand away, if
possible let your fingers slide over the palm of his hand in a caressing
manner, allowing his first finger to pass between your thumb and
forefinger, close up in the crotch of the thumb. Practice this well,
until you can perform it without thinking of it. You will find merit in
the method. Grasp the other person's hand "as if he were your best
girl's millionaire father-in-law."
_Voice._ The Salesman should cultivate a voice with expression in it.
His voice should convey his belief in what he is saying, and his
interest in the story. You will find it an aid in this direction if you
will learn to visualize your thoughts--that is, to make a mental
picture of the thing you are saying. One can always describe better
that which they see before them. In the degree that you can see your
mental picture, so will be your degree of power in expressing it to
another in words, and so will be the degree of feeling in your tone. The
voice should express the meaning of your thought rather than being
merely the symbol of it. Try to say "Good Morning" as if you meant
it--then say it in the usual way. Do you see the difference? Throw your
thought and feeling into your voice. Forget all about yourself and the
other man and concentrate your thought and feeling into your voice.
Many people make the mistake of "speaking with their muscles instead of
with their nerves." They throw muscular energy into their words, when
they should use nervous energy, or thought-force. The former has but
little effect on the mind of the other, while the second vibrates subtly
and reaches the feelings of those addressed. _Feel_, when you wish to
speak impressively, and your tones will reflect the same, and induce a
similar feeling in others. It is a point worth remembering that one may
"bring down" the voice of an excited person to one's own pitch, if the
latter is firmly held at the customary pitch, in a firm manner. Not only
does this "bring down" the other man's voice, but his feelings will also
follow suit, and besides, you also manage to keep your own temper and
poise. Never raise your voice because another raises his--resist the
tendency, and maintain your poise and power by so doing. This is worth
remembering.
_The Eyes._ Learn to look people in the eyes when you are speaking to
them. Not in a staring manner, but firmly, politely and easily. This may
be acquired with a little practice. Practice on yourself in the mirror
if you prefer. A shifting, restless gaze produces a bad impression,
while a firm, honest gaze will incline people in your favor. You will
find that strong men--men who influence others--almost always have a
firm, strong gaze. It is worth practice, work and time, to acquire this
personal trait.
_Clothes._ A man is very often known by his clothes, or at least judged
by them. The Salesman should pay attention to this point of personal
expression, since it will count much for or against him. The first
point to remember is that _cleanliness_ is the first requisite in
clothing. Keep your clothes clean and well pressed. Particularly keep
your linen clean, for nothing in the way of dress acts so much against a
man as soiled linen. Another important point is to keep the extremities
well clad--that is, the head, feet and hands. A soiled or worn hat; a
soiled or frayed collar; an old, or unpolished pair of shoes; ragged
sleeves or frayed cuffs--these things are more easily noticed and count
more against a man than a shabby suit. Better an old suit well brushed,
with a good hat, shoes and clean cuffs--than the reverse.
One should always wear as good clothes as his means will permit, and
such as will be in keeping with his occupation and position. The rule is
to get as good material as possible, and cut reasonably within the
prevailing style--but avoiding all extremes, or fanciful designs. _A
well-dressed business man should give neither the appearance of
shabbiness nor of being "dressed-up."_ He should present the appearance
of general neatness without attracting any special attention to his
clothing. When a man's clothes specially attract one, that man is not
well dressed, but either poorly dressed or over-dressed. The "happy
mean" between the two extremes is to be sought after. Polonius' advice
to his son is well worth memorizing: "Costly thy habit as thy purse can
buy, but not expressed in fancy; rich, not gaudy; for the apparel oft
proclaims the man."
_Details of Appearance._ Personal cleanliness and neatness are
pre-requisites of the Salesman who wishes to produce a favorable
impression. There is nothing that will so tend to prejudice the average
business man against a new caller as the appearance of neglect of
personal care. The body should be well-bathed; the hair trimmed and
neatly brushed; the face cleanly shaven; the teeth well brushed; the
nails clean; the shoes polished; the necktie and collar clean; the
clothes brushed. Avoid the smell of liquor or tobacco on the breath, and
eschew as fatal the odor of strong perfumery on the clothes or
handkerchief. The yellow stains of the cigarette showing on the fingers,
and the disgusting odor attaching to the cigarette habit, have lost
many a man a favorable bearing. The cigarette is "taboo" to many men who
smoke other forms of tobacco. These things are instinctively recognized
by the buyer as manifestations of the mind of the salesman--a part of
his personality--and very rightly so, for if the mind be kept above them
they do not manifest. All these things go toward forming the impression
which one person always makes upon another at the first meeting, and
which have so much to do with securing a favorable notice during the
Approach of the Salesman.