The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
_Secretiveness_, or Cunning, when highly developed causes one to incline
toward double-dealing, duplicity, trickery and deception. It is the
"foxy" faculty, which, while useful to a certain degree, becomes
undesirable when carried to excess. In dealing with a man of this kind,
be on guard so far as accepting his statements at full value is
concerned. Accept his statements "with a grain of salt." Those who wish
to "fight the devil with his own fire" can reach these people by
allowing them to think that they are overreaching or getting the best of
the Salesman. The Salesman who is apparently defeated by these people,
is very apt to have discounted their methods in advance, and has mapped
out his line of retreat in advance so that the defeat is really a
victory. These people often will sacrifice a real advantage concerning a
big thing for the sake of tricking one out of a small advantage. To
trick another causes them to feel a glow of righteous well-being and
self-satisfaction, and makes them forget the main point in the deal. A
small victory thus won acts on them like the good dinner to the
Alimentive man, or flattery to the Approbative person. A faculty
developed to excess is always a weak point which can be used by others
who understand it.
_Cautiousness_, or Prudence, while an admirable quality when normally
developed, becomes, when highly developed, an undesirable quality. When
highly developed it causes one to be over-anxious, fearful, afraid to
act, liable to panic, etc. These people must be cultivated carefully,
and led to acquire confidence and trust. One should be very careful in
dealing with these people not to cause suspicion or alarm. They should
be treated with the utmost fairness, and given full explanations of
matters of which they are in doubt. As a rule they are very slow in
giving confidence, but when they once place confidence in a person they
are very apt to stick to him. Their very fearfulness acts to prevent
their making changes when confidence is once secured. These people
cannot be "rushed," as a rule--they require time in order to gain
confidence. They are, however, subject to an occasional "rush" by reason
of their panicky disposition, if they can be made to fear that if they
do not act some competitor will be given the chance, or that prices will
advance if they do not order at once. These people must be handled
carefully, and the Salesman who masters their nature will be well repaid
for his trouble and pains.
Public-domain text, read in full here on John Shaqi.
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