onstant Solicitation

By JACK DIONNE

salesmanship that I ever read that did me some REAL good."

Fine! As I said in that editorial, any article or talh on salesmairship that does not leave the interested party something definite to use in making sales is "The Bunk.tt

A truly great lumber salesman said to me once! "Orders come as the result of CONSTANT SOUCITATION, and not because customens drop in and ask for thingr." Under all normal conditions, this is true of buitding materials.

"Constant solicitation" must necessarily be hinged directly on t'leg workrtt and solicitation, in the true sense of the word, must mean more than the formal call, and the formal query. It must mean that the salerman shall Imow his goods, know their value and their uses, and know to explain to the other fellow just what they mean to HIM.

The average man is NOT interested in your goods, simply as GOODS. He is interested in what he'can do with them, what he can use them for, and how make them a thing of profit, or pleasure, or satisfaction to HIM.

It seems to me that successful solicitation means applying the needs of the OTHER FELLOW to YOUR goods, and making the application to that other fellow in such an interesting manner that his desire for YOUR GOODS is greater than his desire for his OWN MONEY.

THAT'S successful solicitation.

The buyer knows tliat his money has value. And you only get that money when you show him that something whith you have for sale, or something that can be built from what you have for, sale, is of GREATER value to him than his money.

That means t'he use of BRAINS. With your applied intelligence you must use evcry effort to SEE in the light of your trade's needs and desires, and make those needs and desires the connecting link between your business and the c6nsumer's pocket.

Use LEG WORK and CONSTANT SOLICITATION for the first tunda. mental of your selling effort. And for the second half of the campaign, learn to skillfully apply YOUR goods, to the other fellows NEEDS..