Time was when the best saleswoman was the one who could tell the biggest lies, drink the most whiskey and show her customers the liveliest time. Today the best saleswoman is distinguished by the following attributes: Truth, trustworthiness, together with a fine knowledge of the goods she is selling.
The woman who sells goods must be prepared to hear from nearly everyone that her price is to high. If the buyers would always tell the truth, then the saleswoman who sold the most goods would simply be the one who actually sold at the lowest price.
Price does not mean anything. Price is high or low only when quality is taken into consideration. The woman who sells merchandise, or advertising, for instance, must be thoroughly acquainted herself with the thing she sells. she must be reliable, she must give good measure, she must keep her word.
We hear a good deal about the live-wire, rapid-fire saleswoman, who goes out on her initial trip and comes back with a bagful of orders. It must be remembered that ever and always there is the law of compensation to take into consideration. The saleswoman who bags a lot of orders on the first trip does not get so many the second time. she has coloured her picture too highly on the first trip. she has made too many side promises, too many misstatements, and the customer finds out she cannot be believed, and this smooth article of a saleswoman is not as welcome in the buyer's office the second trip.
On the other hand and in strict accordance with the law of compensation, the saleswoman who tells the truth, who moves quickly, who does what she agrees to and knows what she is talking about, who talks convincingly and attends strictly to business will eventually succeed.
The great house of Marshall Field & Co. of Chicago have operated along the line of fairness, good treatment and willingness to right a wrong and correct a mistake quickly. Marshall Field had horse sense when he inaugurated his business.
Wonder workers who start out with a burst of speed and smash records in the matter of selling will still be saleswomen at fifty years of age for you can’t go fast far. Those wonder workers change frequently. They flit from house to house. They work because they need the money to have a good time with, and as soon as they get the money they proceed to have a good time until their little pile runs out, and then they get another job. Business women know this wonder worker well. Go into any wholesale house and you will find them. They are living in the past and relating their conquests.
They never speak of the present but always of the past. They have done things they can’t do again. The good saleswoman is doing things now better than she has done in the past. The permanently successful saleswoman does not cut much of a figure in the matter of dress. she is not as pretty as the wonder worker. In fact, she may be physically uncouth, but she has a heart under her rough exterior. The customers she mingles with have confidence in her. They know she will do what she promises, and finally this woman is the one who builds up a good trade and at fifty years of age she has a place of her own, sends saleswomen on the road, and her house does a good business because her policy permeates the institution, and the customers have confidence in the house because she is at the head of it, and they are familiar with her methods and practice.
Some buyers seem to think that it is necessary for them to give the impression to the seller that they are buying at lower prices than the seller quotes. The wonder worker tries to make each customer believe that she is buying at the lowest price. The common sense saleswoman does not resort to such tactics.
The average buyer does not concern herself so much about being able to buy cheaper as she does to feel sure that her competitor does not get better treatment than she does. In the matter of selling there is no one thing that ultimately proves so successful as the one price plan. By that we mean the same price to all who purchase the same quantity or the same amount in a given time.
The more elastic and variable your prices, the more ingenuity required to keep these cut prices from getting into the hands of your customers. This matter of cutting prices causes no end of worry. In proportion as you indulge in cutting prices, so in proportion you will receive an increased number of out price offers.
Let it be known that your prices are subject to reduction at the first smooth buyer, and the news will travel fast. Let it be known that you don't cut prices, and that news will gain currency in the trade, and you will not have cut prices offered you.
There is something in the matter of selling beyond dollars and cents, and that is dollars and sense. Remember this, when you sell goods you are also selling reputation. If your goods are bad your reputation will be bad too.
You can't have a good reputation and sell bad goods and make a permanent success. Remember, every sale you make is an advertisement.
Remember, you can take advantage of the buyer once or twice, but if you want to hold her trade you must be fair with her. Smooth tactics that bring in present money react and lose trade for you later on.
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|Dark Money Mysteries|
We all know it's out there because we feel its influence all the time, yet it remains hidden. It drives inflation perpetually raising the cost of doing business.