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Salesmanship and sales management (1914) PDF book by A. W. Shaw Company

Salesmanship and sales management (1914) PDF book by A. W. Shaw Company

Salesmanship and sales management


In law, the burden of proof rests with the plaintiff. The plaintiff must bring the charge and must sustain it. A conviction can only be determined upon the direct or circumstantial evidence that the plaintiff develops.

In business, these same principles are involved, and we find parallel conditions. The seller, the plaintiff, enters specific charges against the buyer, the defendant. It is alleged that the defendant is not clothing himself with the smartest, most serviceable, and most economical apparel; or that he does not consume the most nourishing cereal, ham or syrup; or that because he does not buy Blank's furniture or pianos, he is not equipping his home to the best advantage.

But here the similarity between law and business stops abruptly. In law, the plaintiff must prove such serious allegations; in business, curiously, the seller-plaintiff turns to the buyer-defendant and climaxes his speech by saying: "Prove the charges against yourself! Do it now. Don't accept a substitute! Prove that our goods are what we claim!"

The result: the buyer who acts in the double capacity of the defendant and jury, escapes conviction because he is not convinced. The seller rests his case, with only half his evidence in. He assumes that the buyer is straightway going to some store, there to examine and buy the merchandise that will demonstrate to him (the buyer) that the seller's charges are well based and true.
Now is it any more logical or sane to shift the burden of proof upon the shoulders of the buyer in business than it would be to turn it upon the defendant in law? Should it be left to the buyer, who, by the very nature of things, is bound to be on the defensive, to prove the claims of the seller?

Yet the larger percentage of sellers, both wholesalers, and retailers throw this burden of proof on the buyers. But the notable success of many manufacturers, jobbers, and dealers who are wisely assuming the burden of proof is strong evidence that their plan is the better.
BUYING puts confidence to the test the setter guards his interests when he substantiates his claims and cheerfully assumes the burden of proof.

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