peal to Mr. Blank's thrifty, unfashion-- .
able customers. They didn't care for
popular patterns; they wanted good
wearing quality at a low price. And
this was such an unusually low price,
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.
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.
Unattracting facing Mr. Liggett in his Boston
The boy had a mental picture of the tive. Wouldn't sell."
office. Yes. Your swiftly traveling
"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
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
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,"
Mr. Liggett thrusts at you.
5c & 10c
high school or college graduate who
wants a job must sell his willingness
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
to be governor another time."
There the telephone interrupts.
While Mr. Liggett answers, you sit
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
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'
ers, tailors, teachers, journalists and
hydraulic engineers governors and
senior class presidents and football
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?
You conclude that you want to learn
all you can about salesmanship just
with leather seat
because of its
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
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
offered such values.
All that, he could see in a set of
samples. A matter of a vivid imagination combined with a growing
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-
WITH A REPUTATION
McATEE SHOE SHOP
Sport and Riding Clothes
Apparel for the
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
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
" '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
"He did and he discovered limitations in himself .that he hadn't suspected. He couldn't sell; he lacked
He couldn't make
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
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
''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
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.
recollect having heard that Mr.
advertising policy is, The truth
is good enough. Those twin. policies
must give a 'man lasting pride, in his
"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.
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
But when he saV
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
"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
" 'Oh, pretty well,' he told me.
"'How well is pretty well?'
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
has kept his
working on the job."
(CONTINUED ON PAGE SIX)
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"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
Hasn't developed the power
of analysis that an executive must
"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.
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
"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
SIDNEY J. MARX, Manager
E. M. SARGENT, U. K. Representative
Factory and Main Office
Seventh and Main Streets, Louisville, Jvy.