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Elements Of Retail Salesmanship (Paperback)
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Elements Of Retail Salesmanship (Paperback)
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ELEMENTS OF RETAIL SALESMANSHIP BY PAUL WESLEY IVEY, PH. D.
Merchandising Investigator, Lecturer, and Counselor. Lecturer on
Salesmanship, Northwestern University., 1920. INTRODUCTION In the
following treatise an attempt is made to present the elements of
salesmanship and show how they may be profitably applied to retail
selling. Until recently, retail stores have not seen the wisdom or
the necessity of systematically and scientifically training their
sales people in selling goods. With the widening scope of mail
order business and the increasing competition be tween towns due to
better transportation facilities, methods of selling goods are
receiving attention that a few years ago would have seemed
misplaced. Selling service has now become as important as selling
goods. The significance of this new development and its application
to retail stores forms the ground plan for the material herein
presented. The chief reason for the presentation of this book be
fore the public at this time is the many requests that have come
from salespeople in the department stores where the author has
lectured asking for the incorporation of the lecture material in a
permanent form. It is with the hope of gratifying the wishes of
these students of salesmanship as well as that of satisfying a
distinct need now felt by progressive retailers for a practical
text for store classes in salesmanship, that this treatise appears
in its present form. If it serves to make the salesperson see the
educational possibilities in her work and the re-1 The feminine
gender is used throughout this book because ninety-fire per cent of
the customers and salespeople in department stores are women. of
better service to communitywelfare, it will have accomplished the
purpose for which it was intended. No originality is claimed for
the principles of salesmanship herein introduced. However, some of
these have been applied in a new way and related to retail selling
where heretofore they have for the most part been presented in
relation to other phases of selling goods. This intimate relating
of general principles of salesman ship to retail selling by means
of illustrations and special retail problems makes the book of
special value to the retail salesperson, although the student of
salesmanship in high schools and colleges will find much that will
be of interest. For the source materials the author is indebted to
many merchants, salespeople and teachers with whom he has conducted
the teaching of salesmanship. Also, the many books on salesmanship,
especially the more recent ones, have contributed numerous
important ideas, individual acknowledgment of which would be
impossible. Most important of all sources, however, is the selling
experience that the author is fortunate enough to have had. It is
believed that this combination of practical experience with
theoretical knowledge is sufficient qualification for presenting
the most important elements of retail salesmanship. PAUL W. IVEY.
Chicago, Illinois. TABLE OF CONTENTS CHAPTER PAG 7 INTRODUCTION vii
I MODERN DEVELOPMENTS i II KNOWING THE GOODS 25 III KNOWING THE
GOODS Continued 43 IV KNOWING THE CUSTOMER 64 V KNOWING THE
CUSTOMER Continued QC VI ELEMENTS OF PERSONALITY 116 VII ELEMENTS
OF PERSONALITY Continued . . . 140 VIII THE SELLING PROCESS ...
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