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SALESMANSHIP
The science of salesmanship has so many
different angles, that one feels bold indeed
to discuss it before such an intellectual
audience as Sfären caters to. However, each one
of us, has a different conception of this
important subject, and the ideas, though not new, that
are herewith submitted, may give someone a
worthy thought, or possibly raise a protest through
this journal that will be beneficial and help us to
accomplish results worthy of the organization to
which we are associated.
Character.
The modern schools of salesmanship that teach
in detail, Methods of approach, Creating of
interest, Closing tactics etc. etc., are very poor
instruments for an S K F representative to use if he
lacks that important fundamental, which is the
basis of all human relationship — Character. —
There are some people whose good or bad
opinion mean nothing to us, and there are
people whose good opinion can elate us and
whose bad opinion can depress us. A study of
this shows that the people whose opinions we
fear are the people whose characters we admire.
We may not agree with their process of reasoning
but there remains that indefinable »something»
about a person of character that inspires respect
and confidence that cleverness cannot compete
with. Cleverness in its very nature is volatile and
may cover up an inferior personality but character
in its highest manifestations, we are compelled
to recognise as being superior to genius. Good
character naturally assumes a good brain, and
with these two assets any man may accomplish
surprising results in his profession of
salesmanship, provided he is suited to the rough and
tumble of competitive life.
Though the previous remarks apply to the
individual, still they must of necessity be
associated with the organization that we represent,
for the character of a Company is, after all, made
up from the dictates of its chief executives, and
their methods of operating are reflected very
clearly throughout the staff and in their dealings
with other organizations. Furthermore, there is
character in the product that is sold — it has
quality of material and workmanship or that of
low cost — to effect its sale. There is character
in advertising. It is either slangy, crude and
inaccurate or dignified and clever, bearing evi-
dence of sincerity and truth. Does this not bear
out the contention advanced, that character is
the most important asset on which to build a
successful business, and should we not use that
factor above all others in the choosing of men
who will carry on the work that we are now
engaged in.
Assuming that our salesman has a good strong
character that inspires confidence and trust,
supported as he is, by an organization of such
character as S K F complete in all its branches, and
manufacturing products of the highest quality
and latest design, it should not be impossible to
dominate in our own field by the application of
enthusiastic and persistent hard work. In this age
of self expression there are a great many men
available who can and do accomplish surprising
results during the first year or two of their
appointment with a new concern but
unfortunately at that point they overlook the basic law
of existence that we must continue to develope
ourselves and our work, otherwise degeneration
and decay set: in. The idea seems altogether too
prevalent, that one can establish himself by the
display of ability and energy for a time, that
entitles him to a real position and good salary
for the rest of his life. Particularly is this so among
the younger generation, and is, without doubt
one of the chief factors responsible for the heavy
turnover of labour in all branches of industry
and particularly among salesmen.
Methods.
Every country has its own peculiar methods of
doing business and each industry, some form of
sales promotion applicable to its own product.
In the products that we handle, there seem to be
two distinct types of salesmanship required. The
first we will call »quantity» business associated
chiefly with the automotive industry. For this
side of our business, where the capacity of the
manufacturing departments decide what work
can and can not be undertaken and where
Company policy play so important a part, it is obvious
that it needs more of an executive than a salesman.
The second and very important part, is what
may be termed Engineering Sales Work and
requires a man versed in engineering. It offers
unlimited scope for initiative and cleverness of
the salesman, for every plant offers different
opportunities and must be handled on its own
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