How to sell at retail by W. W. Charters Free PDF book (1922)

How to sell at retail by W. W. Charters Free PDF book (1922)

How to sell at retail by W. W. Charters


There are two methods of writing textbooks for salespeople. One method is to state the principles of salesmanship and give some illustrations of how they are applied to practical selling difficulties. Another and more interesting method is that of finding out the practical difficulties of salesmen, collecting the practical methods used by expert salespeople in meeting these difficulties, and using the principles to explain the methods. The second method is the one used in this volume. About sixty difficulties encountered by retail salespeople were listed. Twenty-five people were trained in the methods of interviewing, after which training they had conferences with three hundred expert salespeople who were selected with unusual care from several large department stores. In this way, the methods used by from thirty to one hundred and ten experts in handling each difficulty were gathered and organized into the form in which they appear in the text.

The writing of a textbook on salesmanship where this method is used is essentially the work of reporters. The chief of the group of reporters, whose name appears on the title-page, does not claim to be an expert in salesmanship. He has directed the force of reporters who have collected opinions from experts, and his contribution is, therefore, editorial rather than technical. He wishes particularly to acknowledge the very thorough and clever assistance in compilation given by Mrs. Elizabeth Conover Moore, who took most of the material as it came from the interviewers and threw it into systematic form, giving to the work her rich experience in selling, training, and editorial writing. The conception of the plan and the revision of the material into pedagogical and textbook form were contributed by the writer. The remainder of the compilation and the preparation of the manuscript for publication are the contributions of Mrs. Moore.

Appreciation of more than a formal sort is extended to the salespeople of the cooperating stores, who generously contributed what, in a sense, are the trade secrets by means of which they earn their livelihood. They did this freely, in order that their less able and experienced fellow-workers might benefit from their success.

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