The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
Dr. Herbert A. Parkyn, an authority on Suggestion, draws the following
picture from life of a retail merchant who is suffering from the effect
of adverse psychological influences resulting from his pessimistic
mental attitude. The present writer can vouch for the accuracy of Dr.
Parkyn's picture, for he knows the original of the sketch. Dr. Parkyn
says of the storekeeper:
"He is the proprietor of a store in a neighboring city; but such a
store--it almost gives me the blues to go into it! His windows are
dressed year in and year out with the same old signs, and there is
nothing to give the store the cheerful appearance so essential to an
up-to-date business establishment. But the atmosphere of the place is
only in keeping with the proprietor. When he started in business thirty
years ago he employed eight clerks, but his business has fallen off till
he does all the work himself and is scarcely able now to pay rent,
although competitors around him are increasing their business steadily
every year. In the course of a fifteen minute's conversation, the first
time I met him, he told me all his troubles, which were many. According
to his story, everyone had been trying to get the better of him ever
since he started in business; his competitors resorted to unfair
business methods; his landlord was endeavoring to drive him out by
raising his rent; he could not get an honest clerk in his store; an old
man had not an equal chance with a young man; he could not understand
why people he had catered to so faithfully should be so ungrateful or so
fickle as to give their patronage to every upstart who went into
business in the same line as his; he supposed that he could work along,
as he was doing, from morning till night without a holiday till he was
driven to the poorhouse or died, and although he had been in the same
stand for fifteen years there was not a single person he could call on
if in need of a friend, etc. Although I have had occasion to visit him
many times during business hours, I have never heard him address a
cheerful or encouraging remark to a customer. On the other hand he
waited on them, not only with an air of indifference, but apparently as
if he were doing them a favor by allowing them to trade at his store,
while others who dropped in to ask permission to use his telephone or to
enquire about residents in the neighborhood were soon given to
understand by his manner and answers that he considered them a nuisance
and hoped they had not mistaken his store for an information bureau. I
have purposely led him into other channels of conversation, with the
same result; everything was going to the dogs--the city, the country,
etc. No matter what was talked about, his remarks were saturated with
pessimism. He was ready to blame everything and everyone for his
condition, and when I ventured to suggest that much of his trouble was
due to his attitude he was ready to show me to the door. * * * If he
Public-domain text, read in full here on John Shaqi.
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