Business screen magazine (1938)

Scenes on this paye are front the film "Selling Anierint" iiiid are re/iru(hired h;/ roiirtesi/ of the Jam Ilandij Picture Service and Frigid aire. ^tneHcaJ ^itM Sate^tma^i From The Truly Inspirational sales training sound motion picture. Selling America, recently released under the sponsorship of the Frigidaire division of General Motors comes a very great deal of thought for today's selling and the salesmen whose job it is to do it. America's first and greatest salesman, Benjamin Franklin, has been reincarnated to show how well his principles adapt themselves to modern selling. But let a word synopsis of the picture story tell the rest: Ben Franklin did not claim that the rules covering his man-to-man rclationshijis were of his own devising. He picked them up from men of wisdom who had lived centuries before his time. In writing them down for the benefit of his descendants, he realized that the passage of years would in no way affect their validity. And that they hold as true today as in Franklin's time is the message of Selling America. They apply, with equal force, to every one of us in every walk of life — to salesmen of all kinds, to executives, to plant foremen, to doctors, to lawyers. The list could be drawn out indefinitely, as it would include everyone whose vocation involves, in any way. contacts and relationships with other people. Today, naturally, we might phrase the rules differently, put them in modern form, but their meaning would be unchanged: The first rule, for instance — "Virtue is obtained rather by the use of the cars than by the tongue . . . Put on the humble inquirer" — we should probably modernize as: "Get The Other Person to Talk — Ask Questions." Neglecting to follow this, generally results in the failure to grasp what is in the other fellow's mind — what his needs are, his interests, or. possibly, his complaints. Only by getting him to talk can we learn his viewpoint. Rule number two. "Argument is productive of di.sgusts and perhaps enmities" — we can bring that up to date as: "Don't Argue." However great the provocation, arguing is to be avoided as an expensive, as well as risky, luxury. Once begun, there is no telling where an argument will lead — except that it will certainly not lead to a satisfactory settlement of the matter under consideration. Rule number three, "In answering an opinion, observe that in certain cases or circumstances, the opinion would be right" — could be expressed: "Answer With a 'Yes, But'." By using this technique it is possible to correct the misconceptions or erroneous ideas of others without offense, and without an argument. Rule number four, "Forbear all direct contradictions to the sentiments of others, and all positive assertions" — becomes today: "Don't Contradict. Don't Be Too Positive." As Franklin learned early in life, failure to follow this rule sets up a feeling of opposition in the other person, frequently creates animosity. Rule number five, "Lose no time; but let each part of your business have its time" — is, in modern usage: "Don't Waste Time — But Tell a Complete Story." The effectiveness of our dealings with others — whether we w'ish to exchange ideas, goods, or service — is in direct proportion to the degree of thoroughness with which we make our presentation. Here, then, are the rules — rules as old as history — rules that worked in the remote past — rules that worked for Ben Franklin — rules that, given a chance, will work for you: \.Get the other person to talk — ask questions. 2. Don't argue. ;i. Answer ivith a 'yes, but'. 4. Don't contradict . Don't be too positive. 5. Don't u'aste time — tell a com iilcfe story! .4^ 30 ^