The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
In many cases this waiting is forced on the salesman by a prospect who
also knows something of the laws of psychology--for such knowledge is
not confined to the salesman by any means, the buyer having posted
himself in many cases. In the game of checkers or draughts quite an
important advantage accrues to the player securing what is technically
known as "the move," which, however, is a very different thing from the
"first play." There is in the psychology of the sale, or of the
interview between two people of equal strength, a something which
corresponds very closely with "the move" in checkers. This something
gives a decided advantage to the person securing it, and it is worth
striving for. This something is subtle and almost indescribable,
although apparent to every one who has dealings with his fellow men. It
seems to be a matter of mental balance and poise. The salesman, if he be
well balanced and poised, is "positive" to the buyer, the latter being
in a listening, and therefore passive, attitude. So far the salesman has
"the move," which however he may later lose if the prospect plays
scientifically. Well, to get back to the "waiting" stage, the prospect
by disturbing the salesman's poise, and "breaking his nerve" by keeping
him waiting on the anxious bench in a state of suspense, often manages
to get "the move" on him, unless he understands the psychology of the
process and accordingly avoids it. Suspense is the most nerve-breaking
mental state on the psychological list, as all realize who have
experienced it. Beware of losing "the move."
An important factor in getting past the stockade of the outer office is
the consciousness of Self Respect and the realization of the "I" of
which we have spoken. This mental attitude impresses itself upon those
who guard the outer works, and serves to clear the way. As Pierce says:
"Remember, you are asking no favors; that you have nothing to apologize
for, and that you have every reason in the world for holding your head
high. And it is wonderful what this holding up of the head will do in
the way of increasing sales. We have seen salesmen get entrance to the
offices of Broadway buyers simply through the holding of the head
straight up from the shoulders." But it is the Mental Attitude back of
the physical expression that is the spirit of the thing--don't forget
this.
Public-domain text, read in full here on John Shaqi.
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