The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
The second phase of the Pre-Approach is that of obtaining an interview
with the prospective customer, generally known as "the prospect." In
many instances the salesman is able to secure the interview by simply
walking into the presence of the prospect, the latter being in full view
in his store or office and no intermediary being present to intercept
the approach. In such cases the second phase of the Pre-Approach is
passed over, and the actual Approach is entered into at once. But in
other cases, particularly in the large office buildings of the principal
cities, the prospect is found to be in his private office, and the
salesman's advance is halted by a clerk, or even an office boy, and
there are certain preliminaries to be gone through with before an
interview may be obtained. In many cases, "big" men (or those who wish
to be considered "big") surround themselves with so much formality and
red-tape that it is quite a feat to run the gauntlet of the guardians of
the inner temple, and much tact, diplomacy, presence of mind, and often
strategy is required of the Salesman in order that he may "get at his
man."
Macbain, in his work entitled "Selling," says of this stage: "Between
the pre-approach and the actual approach sometimes lies a trying time
for the salesman. It is no uncommon thing for a prospective customer to
keep a salesman waiting, either outside the office door and out of
sight, or inside and in the presence of the prospective buyer. This is
known as 'breaking the salesman's nerve.' It is often done with the idea
of deliberately making the salesman nervous and consequently unable to
make such an approach as otherwise would be possible. Perhaps one of the
most common forms of this is seen when the prospective customer appears
to be very busily interested in something at his desk and allows the
salesman to stand an indefinite length of time and then turns suddenly
upon him. This is especially disconcerting to the young man, but the
experienced salesman recognizes it as an indication that either the man
is very busy and actually hates to take his mind off his work, or that
he is afraid of being talked into something that he will later regret.
The salesman consequently shapes his introduction accordingly and will
in no wise be disconcerted by this attempt as it will enable him to
study carefully the outward characteristics of the man whom he is about
to approach."
Public-domain text, read in full here on John Shaqi.
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