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TACTICS IN SELLING–I.

The man on the road is an army officer. His soldiers are his samples. His enemy is his competitor. He fights battles every day. The “spoils of war” is business.

The traveling man must use tactics just the same as does the general. He may not have at stake the lives of other men and the success of his country; but he does have at stake–and every day–his own livelihood, a chance for promotion–a partnership perhaps–and always, the success of his firm.

Many are the turns the salesman takes to get business. He must be always ready when his eyes are open, and sometimes in his dreams, to wage war. If he is of the wrong sort, once in a while he will give himself up to sharp practice with his customer; another time he will fight shrewdly against his competitor. Sometimes he must cajole the man who wishes to do business with him and at the same time, especially when his customer’s credit is none too good, make it easy for him to get goods shipped; and, hardest of all, he must get the merchant’s attention that he may show him his wares. Get a merchant to looking at your goods and you usually sell a bill.

In the smoking room of a Pullman one night sat a bunch of the boys who, as is usual with them when they get together, were telling of their experiences. The smoker is the drummer’s club-room when he is on a trip. On every train every night are told tales of the road which, if they were put in type, would make a book of compelling interest. The life of the traveling man has such variety, such a change of scene, that a great deal more comes into it than mere buy and sell. Yes, on this night of which I speak, the stories told were about tussles that my friends had had to get business.

As the train rounded a sharp curve, one of the boys, who was standing, bumped his head against the door post. A New York hat man who saw the “broken bonnet,” said, “Your cracked cady reminds me of one time when I sold a bill of goods that pleased me, I believe, more than any other order that I ever took. I was over in the mining district of Michigan. That’s a pretty wide open country, you know. My old customer had quit the town. He couldn’t make a ‘stick’ of it somehow. I had been selling him exclusively for so long that I thought I was queered with every other merchant in the town. But the season after my customer Hodges left there, much to my surprise, two men wrote into the house saying they would like to buy my goods. My stuff had always given Hodges’ customers satisfaction. After he left, his old customers drifted into other stores and asked for my brand. Now, if you can only get a merchant’s customers to asking for a certain brand of goods, you aren’t going to have trouble in doing business with him. This is where the wholesale firm that sells reliable merchandise wins out over the one that does a cut-throat business. Good stuff satisfies and it builds business.

“Well, when I went into this town I thought I would have easy sailing but I felt a little taken back when I walked down the street and sized up the stores of the merchants who wished to buy my goods. They both looked to me like tid bits. Both of them were new in the town, one of them having moved into Hodges’ old stand. I said to myself that I didn’t wish to do business with either one of these pikers. ‘I’ll see if I can’t go over and square myself with Andrews, the biggest man in town,’ I said. ‘While I’ve never tried to do business with him, he can’t have anything against me. I’ve always gone over and been a good fellow with him, so I’ll see if I can’t get him lined up.’