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Updated: June 29, 2025
The lesson of this lack of knowledge of French as applied to salesmanship is this: That while the average Frenchman is greatly flattered when you tell him that his English is good, he prefers to talk business in his own vernacular. He thinks and calculates better in French.
People would have looked upon it as an ingenious device but not of universal practical value. As it is, good salesmanship and efficient service first elevated a plaything to a luxury and then reduced the luxury to a necessity.
The great city, creation of "big business," segregation of industries, advertising, salesmanship and a hundred other concomitants of modernism, have built up an abnormal and avaricious demand for bulk-production along lines where the handicraft should function.
He was a shark on business system; he fairly oozed with "scientific salesmanship"; he decided to gird his Gallic emissaries with the most improved American selling methods. So he prepared an elaborate "What I did" schedule for them. Into it was to be written every evening the complete record of the business day.
We have seen that Elias Howe built the first sewing machine so well that its fundamentals have never been improved upon, and yet, despite his most strenuous efforts and the efforts of his friends and associates, it remained a mere mechanical curiosity until he had learned how to persuade others to use it. A.F. Sheldon has said, "Salesmanship is not conquest, but co-operation."
"I am electing Salesmanship and Religion," he answered. Here was a young man whose training was destined inevitably to turn him into a moral business man: either that or nothing. At Oxford Salesmanship is not taught and Religion takes the feeble form of the New Testament. The more one looks at these things the more amazing it becomes that Oxford can produce any results at all.
The first step in salesmanship is to acquire a thorough knowledge of the product. The next is to gain access to the man who is to buy it. This is not always easy. Business men have been annoyed so much by agents that they have had to erect barriers, in many instances almost impenetrable ones.
As we said in our introduction, we cannot place a man on the scales and determine that he has so many milligrams of industry, or apply measurements and prove that he has so many centimeters of talent for salesmanship. Nor can we, using the method of the chemist, apply the litmus to his stream of consciousness and get his psychical reaction in a demonstrable way.
Business and salesmanship being two things of which Thompson knew himself to be profoundly ignorant, he made little headway. A successful business operation, so far as he could observe, called for capital which he did not possess. Salesmanship, when he delved into the method of getting his foot on that rung of the ladder, required special training, knowledge of a technical sort.
Late in the summer of 1912, at a time when Una did not expect the return of her husband for at least three weeks, she was in their room in the afternoon, reading "Salesmanship for Women," and ruminatively eating lemon-drops from a small bag. As though he were a betrayed husband dramatically surprising her, Mr. Schwirtz opened the door, dropped a large suit-case, and stood, glaring.
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