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Image 5 of The Kentucky Kernel, April 8, 1927

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peal to Mr. Blank's thrifty, unfashion-- . able customers. They didn't care for VOCATIONAL popular patterns; they wanted good wearing quality at a low price. And GUIDANCE this was such an unusually low price, wasn't it? o rANT TO BE A SALESMAN? The head gave the boy a keen look. "If you think you can sell an order of these goods to Mr. Blank, jump Talk It Over With Louis K. Liggett on the street car and go out and do Through Esca G. Rodger it," he suggested gruffly. So the boy fished the samples out of "That's about the best that has ever the wastebasket, jumped on the street, ,come into this sample room," the boy car, sold the order of goods and who was cleaning up the room and ar- pened to those samples. with that and later orders, just as ranging samples told himself. Blanks One of the heads of the house g ive carefully selected for Mr. He had. stopped for a minute in the scraps of cotton cloth a single trade, made a fast friend of Mr. his routine work for a wholesale house look and swept them off his desk Blank. in a big city to study some samples into the wastebasket. Thatlboy was Louis K. Liggett, of inexpensive cotton yard goods. The So much for" the boy's judgment! now past master of the art of sales?goods seemed a big bargain for the Not so cheering. manship and known far and wide as right dealer. The boy felt that he But if you're wrong, better find out the president of the United Drug too. The owner of why. So the boy asked, respectfully, Company, the man whose headwork knew that dealer, "a dry goods store out in a thrifty, what was the matter with those is back of hundreds of drug "stores not too wealthy suburban section of samples. serving the public in this and other the city. That man could sell all he "Not a dealer in the city would countries. could get of that limited lot of cotton want to handle such goods," snorted And at present moment, you're sitgoods. the"" head. Unattracting facing Mr. Liggett in his Boston The boy had a mental picture of the tive. Wouldn't sell." office. Yes. Your swiftly traveling middle-age- d "Why, I thought they were a fine mind has wisked you east. Or is it women, careful buyers, big families, who would buy," the boy admitted rather shame- north, or south? At any rate, you're mothers of come upon that bargain, buy with facedly, "for a dealer like Mr. Blank." sitting there ready to send your quessatisfaction, and go away to praise, And he went on to tell the head just tions about salesmanship across a then and long after, the store that why he thought the goods would ap- - mammoth desk top, sure of getting expert counsel from the alert man behind the desk the man who has worked his way, sold his way, up SHOP from that humble job in the sample room to the presidency of four big business organizations and directorships in a dozen others. LIME AND MAIN The first thing you uncover is that you've got to be a salesman. You've no choice in the matter. "Every man must be a salesman," Main Next to "The Mr. Liggett thrusts at you. 5c & 10c high school or college graduate who and wants a job must sell his willingness Store Mill to work. The physician must sell faith in his knowledge and skill, and ARMY GOODS HEADQUARTERS interest in each belief in his individual case. The governor of the state must sell the people confidence in his ability and integrity if he wants Most Complete to be governor another time." There the telephone interrupts. While Mr. Liggett answers, you sit thinking. So you have to sell brains and back bone just as you sell bonds and butFound Anywhere in the South tons. After all, why not? Show What You Have FOR LADIES, MEN, BOYS and GIRLS You know more than one man who seemed reluctant to put his best foot MADE TO ORDER AND IN STOCK forward. Perhaps you've occasianally Shrinking felt that way yourself. modestly? Huh! Not much, not as you begin to see it now. Lazy vanity, Blue U. S. more likely. You didn't want to make the effort to show what you could do, and you felt that people should recognize your ability anyway. Bad business. It didn't get you anywhere, and it never will. "Every man must be a salesman." Of course. Doctors, lawyer;, tink' Collegiate All Sizes ers, tailors, teachers, journalists and $2-9- 5 Model Genuine hydraulic engineers governors and Navy Sizes senior class presidents and football Regulation j 28 to 46 captains they've all got to sell their knowledge, their skill, their ideas, if they want to get anything done. Let them sag into a static state and, oo- Genuine Whipcord where are they? Crew Riding Breeches You conclude that you want to learn 7QC all you can about salesmanship just with leather seat V because of its usefulness. and knee But you're not stopping there You're trying to find out what particular line of work you want to tackle, and you have an idea that you'd like to sell for some reliable house. The modern salesman strikes you as the keen, clean cut, well poised sort thoroughly alive, earning a good liv ing, looking forward to earning a still better living. You're wondering: Would I make such a salesman ? Ladies' Outfitter, Manufacturing Furrier Just as Mr. .Liggctt's telephone receiver clicks up, a tall, quietly alert young man is admitted. Since you can't avoid overhearing his minute of talk with Mr. Liggett, you learn that Special Pre-East- er he has stepped in to say good-b- y just before sailing for Europe. You wonder a little about him. Some sort of Displays- - of topnotch executive, you decide, though he's young for such a job. You like the extremely quiet confidence of his manner; it suggests competence without conceit. When the door closes behind the young man, Mr. Liggett turns to you with a kindly, "Sorry to III keep you waiting." You realize that he's ready again -- r offered such values. All that, he could see in a set of samples. A matter of a vivid imagination combined with a growing knovledge-o- f values. The boy. had got into the habit of sizing up samples It put zest into the work of cleaning up and arranging if you used your head while you did it. Interesting, too, to figure up what people would buy, and why. He was so sure that limited lot of cotton goods was an unusually fine buy that he watched 'to see what hap- o Xh d. WITH A REPUTATION TRY THE McATEE SHOE SHOP MEYERS BROS. far-seei- Line of The Sport and Riding Clothes Navy White Duck PANTS PANTS CI QQ Yl'0 Neck Sweaters ! la-l- a, $295 M. LOWENTHAL Smart Apparel for the COLLEGE MISS DRESSES COATS for your questions, and plunge in with a query that will help you check up on your chances of making good: "What makes a man a good salesman?" "Knowledge of his goods, belief in them and imagination," Mr. Liggett answers promptly. "Then you'd better add to that line-u- p a fourth essential, punch or personality or whatever it is that enables a man to convince other men that he knows what he's talking about." You rapidly figure out in your mind that young Louis K. Liggett of those early sample room days had the complete qualifications. He knew his goods because he had been studying samples instead of just shoving them around as he cleaned up. He believed in those cotton samples because he could see their value for plain, practical purposes. He used his imagination when he pictured the- plain, practical buyers who would leave the store nodding their heads over a good bargain. He used his punch, he sold his chief on the practical value of the goods; and he used it again when he sold the dealer. Fine! That sample room boy checks up all right. But "How can I tell whether I have the personality to make a good salesman ?" you ask doubtfully. Personality seems the most elusive qualifica-- . tion in the whole set. "Can you get people to do what you want them to do?" Mr. Liggett counters. Good test. Can you get the team to elect Jim Smith captain? Can you get the crowd to go camping? Can you persuade your father to change to a kind of coal that may work better in the furnace ? Can yoa get the kid brother to help out on the stoking? Whew, better, try something easier, perhaps. But, at any rate, you can see how the rest works. "Don't credit wourself with a strong personality just because you've- - been able to get results in a certain situation," Mr. Liggett warns you. "Perhaps that situation made no demands upon your ability to make other men see things your way. Try yourself out in other' ones. "A friend of mine, a young college man who had been an officer in thej World War, came to me saying that he was looking for an executive position in the selling field. He didn't want to start in a minor position and work up; he felt that the work he had done in the war had demonstrated his ability as an executive. He made a fine record in the commissary department, and after the armistice had been placed in command of an aviation station. " 'But all your experience as an executive has been in spending money, not in making it,' I told him. 'Better try out your ability to make profits. Get a position with some house as a salesman.' "He did and he discovered limitations in himself .that he hadn't suspected. He couldn't sell; he lacked He couldn't make the personality. enough as a salesman to support himself and his little family. He found that persuading a man to do some thing was quite different from telling him to do something, and that he had credited himself with a type of ability he didn't possess. "He has worked up now to a good executiveship in another field where he doesn't have to sell his ideas through direct personal contact. He's made himself a valuable man. But he had to find out first just what qualifications he had." Mentally .you jot down the warning: Don't jump at conclusions about yourself; try out your ability. You wonder if one can't develop the personality that makes a good salesman. You know that some say you are either born with personality or without it, and that's that. Maybe. Yet is seems reasonable to believe 's that constant study of the other likes and dislikes, and constant effort to better your way of approaching him will help some. "Anyway, a man can always study out all there is to be known about the goods he has to sell," you say. Mr. Liggett nods. "Not every salesman does, but the best ones do. And they believe in their goods. Don't try to sell a thing unless you do believe in it. ''Another caution. No matter how - much you believe in your goods, don't try to sell a customer something he can't use to advantage. You may be in a position to know better than he does just about how much and what kind of goods he should order. Don't sell him something he shouldn't buy, even if he thinks he wants it. Short- sighted salesmanship won't make a e customer. Sell so that your customer is satisfied when he's buying, and is still satisfied a year later." You remember the automobile salesman who argued a friend of yours out of buying a big car he really could not afford and succeeded in selling him a small one that served every practical purpose. The sales-- , man got a much smaller commission than he might have had. But in less than six months your friend had learned enough about cars so that he was feeling fine over having been kept from making a bad blunder and he was going around advising everyone who wanted a car to get in touch with that salesman who had saved him money. "He's straight, that fellow. He'll take care of you." You are guessing that in the end that loss in commission was more than made up, a lot more. A pretty satisfactory selling policy know your goods, believe in them, and sell them only to the man who can use them to advantage. You recollect having heard that Mr. 's advertising policy is, The truth is good enough. Those twin. policies must give a 'man lasting pride, in his job. "Can you develop imagination?" you ask, thinking of that undiscussed qualification of a good salesman. "To some extent," Mr. Liggett believes. "But you're lucky if you've been born with an active imagination. "A boy who used to play with my son when they were both little fellows had an unusually lively imagination, and it served him well. He could get my boy to make almost any kind of trade with him. " 'I'm going to employ that youngster some day,' I told my wife. 'He's a born salesman.' "He was entirely honest, you understand. Nothing crooked about his representations But when he saV long-tim- something of my boy's that he wanted, his imagination showed him such alluring pictures of what he could do with it that he immediately began to think up what he colud trade for it. Perhaps he'd decide to offer his knife. Then he'd begin to paint pictures of what you could do with that knife. Truthful pictures, but astonishingly vivid. My boy would see possibilities in that knife that he'd never have seen unaided and the trade would be made. Salesmanship! "That boy must be about twenty-seve- n now and he's a salesman. But not on my force. I lost touch with him as he grew up. I hadn't seen him for years until we met at a wedding not long ago. " 'Well, I said, 'how are you getting along?' " 'Oh, pretty well,' he told me. "'How well is pretty well?' I grinned back at him and would have let it go at that. "But he realized that I was genuinely interested, and loosened up. 'Well, I made a bonus of $20,000 last year,' he told me. "A bonus of $20,000 at twenty-seveI agreed that he was doing 'pretty well.' He's a fine salesman. He imagination has kept his working on the job." live-wi- re (CONTINUED ON PAGE SIX) McGURK and O'BRIEN Our fountain is equipped for the best fancy drinks and sandwiches COME IN HAIR CULTURE Come in and Yes, that's what "IT" is. let us advise you. 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You Are Invited to See Our Attractive Spring Styles Regular $25 Values I 1 Lig-get- MILLINERY FUR CHOKERS "Won't he be wanting some big executive position soon?" you venture. "I doubt it," Mr. Liggett answers. "He likes the direct selling, man to man. And he hasn't fitted himself for an executive position. Didn't go to college. Hasn't developed the power of analysis that an executive must have." "Should the boy who wants to be a salesman go to college?" you ask. "Yes, if he's planning definitely to get certain things out of college. Otherwise not." Then Mr. Liggett goes on to explain: "There are three important things you can get out of college. You can learn to concentrate; you can Ieam to analyze; you can establish social relationships. "Now if you can't make yourself concentrate, and won't learn to analyze, about all youll get out of college will be social relationships. Of course, they'll probably be useful to you inselling, especially in certain lines. Yet I'd advise you not to go to college just to get them. Better to go directly into selling as soon as you leave high school. Four years spent, selling exper- in acquiring JCjL filU . J SIDNEY J. MARX, Manager streels E. M. SARGENT, U. K. Representative Factory and Main Office Seventh and Main Streets, Louisville, Jvy. Short and Mil1 FN 3