Business Marketing Advertising

In an old book called “The Science of Purchasing” published by Appleton, some points are brought out which are interesting because they give us a chance to see ourselves as our customers see us.

The outstanding impression which the book gives is that purchasing is becoming more and more a weighing of facts, and less a matter of personality. Throughout the book, emphasis is placed on the importance of not doing or saying anything which will give the salesman an opportunity to use his person?ality. The buyer is told to be even careful of how he moves his eyebrows, for a good salesman knows that a raising of the brows indicates doubt, and a lowering of the brows indicates antagonism.

Sales people have been grouped into classes, just as in sales work we group buyers into classes, and specific plans are outlined for handling each class of salesmen. Some of the classes which buyers are particularly warned against are:

The blusterer, who tries to rush an order either by hinting a rise in the market or by offering special concessions provided his proposition is accepted at once.

The preoccupied youth, who conveys the impression that he is a salesman as a side issue, his real interest being in baseball, golf, dancing, etc.

The too friendly salesman who gives information in the manner of one conferring a special favor.
The arrogant type, who condescends to tell the purchaser something about the goods he wishes to sell, and appears to be appalled at the gross ignorance of purchasing agents in general.

The ideal salesman, from the purchasing agent’s point of view, is the alert, wide-awake type of man, who can state his proposition concisely, clearly and without preamble; whose persuasive force is not noticeably prominent; whose readiness to absorb in?formation is in direct ratio to his ability to impart information; and whose adaptability serves only as a stimulus to quick action.

An especially good point brought out in the book is that a buyer can always get a salesman’s true measure by the manner in which he accepts defeat. The salesman worth tying to, it is pointed out, is the man who can take a turndown in the same good spirit as he would accept an order.