Book Description
A very rare book from 1917 that teaches the principles of successful salesmanship. The powerful principles and examples taught in this book worked then, they still work today, and they will continue to work in the future, because they are based on human nature and psychology.


TABLE OF CONTENTS

LESSON I
THE EFFICIENT SALESMAN
The Elements of a Sale. The Salesman; the Goods; the Prospective Buyer. "The Born Salesman." Skyrocket Careers. The Peacock Attitude. "The Gift of Gab." The Real Salesman vs. the Counterfeit Salesman. The Lesson of Modern Psychology. How to Make Oneself Over. Rule for Character Development. Positives and Negatives. Strength vs. Weakness. The Rule of Positivity. What Efficiency Is and How to Develop It.

LESSON II
THE DWELLER OF THE THRESHOLD
The Devil of Salesmanship. Panic. Back-Fever. Something Deeper than Fear. The Psychological Nature of Panic. The Subconscious Roots. Race-Thought Stage-Fright. How to Kill out Fear. How to Overcome Panic. How to Develop Courage. An Illogical Irrational Mental State. How to Overcome the Error. How to Neutralize the Negative by the Positive. How to Dissipate the Mirage. The Secret of Power.

LESSON III
THE MOST POSITIVE QUALITY
The Value of Enthusiasm. The Power of Earnestness. Earnestness More Positive and Lasting than Enthusiasm. The Spirit of Earnestness Is Contagious. Earnestness Is Magnetic. Head and Heart. The Effect of Earnestness Upon the Prospective Customer. Earnestness and Soul-Power. The Psychology of Earnestness. The Mental "Second-Wind." Getting at The Inner Self'of the Prospective Customer.

LESSON IV    OTHER POSITIVE QUALITIES The   Value   of  Cheerfulness.   True   Cheerfulness
Comes from Within. Cheerfulness vs. Forced Jollity. How to Cultivate Cheerfulness. The "Friendly Feeling." Mr. Sunny vs. Mr. Grouch. The Joys and the Glooms. Self Respect True Self Respect vs. the Turkey Strut. How to Cultivate Self Respect The Psychology of Self Respect. The Rules for Developing Self Respect. The Mental and Physical Marks of Self Respect.

LESSON V   OTHER POSITIVE QUALITIES (II)
The Value of Determination. The Characteristics of Determination. Invincible Determination, and What It Accomplishes. The Psychology of Faith. The Value of Firm Belief in One's Proposition. Faith and Earnest Belief are Contagious. Convert Yourself in Order to Convert Others. The Value of Hope. Earnest Expectations, and Its Psychological Effect. "As a Man Thlnketh." Mental Suggestion.

LESSON VI
PERSONAL TRAITS
Character and Personality. The Inner and the Outer Self. Undesirable Self-Consciousness. Morbid Introspection. Undue Anxiety. The Subconscious Activity. The Importance of Dress. Well Dressed vs. Overdressed. Advice Regarding Dressing. Cleanliness. The Marks of the Gentleman. The Value of Neatness. Beware the Frayed Ends. Good Advice Regarding Personal Habits.

LESSON VII
PERSONAL QUALITIES
The Importance of Good Morals. Common Sense Talk, not Preaching. The Importance of Sobriety. The Negative Effects of "Boozing." The Man with the "Breath." Chastity as a Business Asset Getting Tied-up with Outlawed Things. How the Thing "Gets" You. Fair Dealing and Its Ultimate Value. The Square Deal as an Asset. It Pays to be "On the Square." Politeness: Its Value. Industry: Its Effect.

LESSON VIII
ORGANIZING VICTORY
The Example of All Great Generals. Victory the Result of Previous Planning, Study Analysis, and Visualization. Examples from History. Sell Goods as you would Build a House. Be the Architect, then the Builder. Studying your Goods. Learn Your Proposition by Heart. Know What Your Goods are Like, and What They are Good for. How to Reach the Prospect "Right Where He Lives." The Value of Service.

LESSON IX
VALUE OF REHEARSAL
The Example of Military Training and Practice. The Psychology of Rehearsal. The Value of Repetition and Habit. Inspiration vs. Preparation. Learn to Sell as You Learned to Walk, Skate, or Dance. Establishing Mental Paths. The Habit of Efficient Salesmanship. How to Acquire the "Right From the Heart" Talk. The Plan of a Successful Salesman. The Salesman's Game of "Kriegspiel," and How to Play It.

LESSON X
THE PRE-APPROACH
What Is the Pre-Approach? The Importance of Knowledge of the Prospect. How to Discover Prospects, and Knowledge of Them. Different Plans of Acquiring Knowledge of Prospects. The Importance of Trifles. The Rules of Good Authorities. How the Plan Works Out. Matching-up Proposition and Requirements. Fitting the Goods to the Wants of the Prospect. The Scientific Preparation for the Approach.

LESSON XI
PASSING THE BARRIER
The Lions on the Path of the Salesman. How to Overcome and Subdue Them. Don't Depend Upon Tricky Methods. Facing the Dragon at the Gate. The Opinions of Differing Authorities on This Point Good Advice and Warnings. Be Morally Sure of Your Ground. Conciliating the Subordinate. The Friend at Court. "Fortune Favors the Brave." How Some Buyers Try to Break the Nerve of the Salesman. How to Beat This Game.

LESSON XII
THE APPROACH
The Importance of the Approach. Over-Anxiety. How to Make the First Good Impression. "The Battle Is Never Lost Until the Last Shot in the Locker Is Fired." How to Overcome a Bad Start Some Value Advice to Young Salesman Regarding the Approach. "If you Lack Skill in Inserting the Wedge. Acquire Force to Drive It Home." Avoid Panic. Realize the Legitimacy of Your Work. Maintain Your Self Respect.

LESSON XIII
BEGINNING THE INTERVIEW
The Psychology of the Interview. How to Begin. How to Break Down the Barriers. How to Get Past the Rail. The Psychology of the Hand-Clasp. The Mental Attitude of the Salesman. How to Act Toward the Prospect. The Psychology of the Eyes and the Voice. What to Say, and How to Say It. How to Overcome Obstacles. Don't Apologize. Do Not Assume That You are Intruding. Avoid Negative Suggestions.

LESSON XIV
CONTINUING THE INTERVIEW
The Psychology of the Sale. Securing Attention. Awakening Interest. Arousing Desire. Influencing Decision and Willingness. Causing Action. How to Secure Attention. The Psychology of Attention. Arousing Curiosity. Holding Attention, The Keynote of the Buyer. Self-Satisfaction the Ruling Motive of Men. How to Appeal to Self-Satisfaction. The Science of Reaching the Center of Self-Satisfaction.

LESSON XV
THE MOTIVES OF THE BUYER
The Two Elements—Pleasure and Pain. Man Seeks to Gain Pleasure and to Avoid Pain. Classification of Motives to Action. The Motive of Money. The Appeal to the Motive of Gain. The Greed Motive. The Trading Motive. The Gambling Motive. The Appeal to Personal Interest. "This Will Save You Money." 'Take a Chance," "Try Your Luck." "Come in Before It Rains." The "Come-On" Appeal.

LESSON XVI
MORE ABOUT MOTIVES
The Motive of Utility. The Spirit of Efficiency. Capacity for Use. Better Results. Saving Time and Labor. "Something New." "Getting Down to Brass Tacks." The Motive of Comfort and Convenience. Comforts, Conveniences, and Luxuries. The Appeal to Enjoyment. Rareness, Choiceness, Beauty. The Deluxe Desire. The Appeal to Personal Pride. The Excuse of Utility. The Harp of Human Nature.

LESSON XVII
MOTIVES OF THE BUYER (III)
The Motive of Recreation or Play. The Desire for Amusement, Sport, Diversion. The Spirit of Play. The Automobile Appeal. Excuses, not Reasons. The Play Desire Masked as Desire for Health. The Motive of Health. Patent Medicines. Physical Culture. Why the Fakers and Charlatans Grow Rich. The Power of Suggestion. The Picture of Physical Strength and Health. Talk Health and Strength.

LESSON XVIII
MOTIVES OF THE BUYER (IV)
The Motive of Human Affection. The Family Feeling. The Sense of Duty. The Appeal of Life Insurance. The Pull on the Heart Strings. The Motive of Religion. Religious Duty. Charity. Alms-Giving. The Psychology of the Religious Emotions. How the Skilled Evangelist Works. The Contributing Motive of Personal Pride, and Policy. A Study of Human Affection and Religious Feeling.

LESSON XIX
MOTIVES OF THE BUYER (V)
The Motive of Egoism. The Appeal to Self-Regard. The Distinction Between Pride and Vanity. Noblesse Oblige vs. the Peacock Feeling. The Vulnerable   Point   The   Motive   of Appetite.   The   Desire   for  Personal Gratification. The Appeal to Taste. The Suggestive Effect of Words and Mental Pictures. The Motive of Fear. The "Desire Not To." The Desire to Avoid Loss. The Bribe vs. the Threat.

LESSON XX THE DEMONSTRATION
The Presentation of the Proposition. How Approach and Demonstration Blend. The General Appeal. The Special Appeal. Desire, Belief. Reason or Excuse, Deliberation, Decision, Action. When the Demonstration Begins. How to Meet Objections. Argument or Parry? The Qualities Needed. The Secret of Passive Resistance. Avoid Sidetracking. The Iron Will vs. the Steel Will. Avoiding Friction.

LESSON XXI
THE DEMONSTRATION (II)
Appeal to Gain and Advantage of the Buyer. Avoid Suggestions of Expenditure. Suggest Owning Rather than Buying. Mental Association. Switching the Negative Reply. Inverting the Argument. Run Along With the Prospect, Not Against Him. Sidestepping a Rebuff. Skill in Parrying. Don't Show Off. Forget Yourself. Picture the Thing in Action. Clutching the Imagination and Memory. When You Get Through—STOP!

LESSON XXII
THE CLOSING
The Critical Stage. Avoid Flinching. Crossing the Bridge. 'The Psychological Moment" The Logical Stop. The Time for Pounding Hard. Premature Closing and Delayed Closing. "Why Not Now?" Avoid "Buck Fever." The Sixth Sense. The Push. The Time To "Call." Making the Horse Take the Hurdle. Making Opportunities. Pulling the Psychological Trigger. Circling Around and Coming Back. The Graceful Finish.

LESSON XXIII
INCREASING EFFICIENCY
Efficiency Management. Efficiency Systems. Keeping Records. Making Charts. The Prospect Record Chart What It Is, and How to Use It. The Monthly Record Chart; How to Use It. The Year Chart; How to Use it. The Psychology of the Charts. Time Cards, and How to Use Them. The Monthly Record Card, and How to Use It. The Lessons of the Charts and Cards. The Remedy for Weakness. Systematize Yourself.

LESSON XXIV
SALESMANSHIP BY MAIL
The Meeting of the Minds. Business Literature. The Psychology of Advertising. The Problem of Long Distance Salesmanship, and How to Solve It. The Logic of the Printed Page or Written Letter. How to Secure Attention. How to Secure Notice. How to Arouse Interest. Bow to Awaken Desire. The Long Circuit and the Short One. How to Secure Response of Action. Suggestion. Direct Command. The Keynote.

LESSON XXV
RETAIL SALESMANSHIP
The Principles of Salesmanship Applied to Retail Stores. The Retail Approach. The Personal Appearance of the Salesman. Efficient Service. The Right Mental Attitude. The Right and Wrong Way of Asking Questions. The Retail Demonstration. How to Reach the Buyer's Mind. Right and Wrong Methods of Demonstrating. The Retail Closing. The Motives of the Buyer. The Psychology of Retail Salesmanship. Human Nature.

LESSON XXVI
THE POWER OF WORDS
The Art of Persuasion. The Rhetoric of Salesmanship. Words with the Punch in Them Crystallized Ideas. Descriptive Words. Words That Create Mental Pictures. Quality of Words, Rather than Quantity. Acquiring a Vocabulary. The Right Word in the Right Place. Efficient Words. Clearness of Terms. Strength of Terms. Force of Terms. Examples for Study. Suggestions and Advice Regarding the Choice of Terms.

LESSON XXVII
THE LAWS OF ARGUMENT
The Art and Science of Exposition and Argument Argumentative Appeals. Proof and Argument. The Introduction. Establishing Earnestness. Attracting Interested Attention. Avoiding Labored Effort The Division. The Statement. Clearness, Brevity, and Force. Emphasizing Favorable Points. From Simple to Complex. From Easy Points to Difficult. Marshalling the Points of Attack and Defense.

LESSON XXVIII
THE LOGICAL APPEAL
The     Reasoning     Stage.   Direct  Proof.   Indirect  Proof.   Inductive
Reasoning. Deductive Reasoning. Reasoning and Argument upon Cause and Effect. Reasoning and Argument upon Analogy. Reasoning and Argument upon Association. Theory and Hypothesis. What Is a Theory? What Is a Hypothesis? Burden of Proof. The Presumption of Facts. Shifting the Burden of Proof. Evidence and Proof. Testimony and Proof.

LESSON XXIX
FALSE ARGUMENT
False Seasoning. Fallacies. Common Fallacies. Sophistry. Begging the question. Circular Reasoning, Explaining (!) a Thing by Giving It a Name. Giving the Dog a Bad Name. Negative Evidence. False Cause. False Burden of Proof. Beside the Point. Prejudice. Abuse of Opponent. The Emotional Appeal. The Power of Emotion. The Closing. The Art of Stopping When You Have Finished. The Danger of the Anti-Climax. STOP.