the best results from his efforts, he must know how to talk well.

All the general requirements for good conversation apply equally to the
needs of the salesman. He should have a pleasant speaking voice and an
agreeable manner, a vocabulary of useful and appropriate words, and the
ability to put things clearly and convincingly.

It should be a golden rule of the salesman never to argue with the
customer. He may explain and reason, and use all the persuasive
phraseology at his command, but he must not permit himself for a single
instant to engage in controversy. To argue is fatal to successful
salesmanship.

There is nothing that can be substituted for a winning personality in
the salesman. What constitutes such a personality? Chiefly a good voice,
affability of manner, straightforward speech, manly bearing, the desire
to serve and please, proper attire, and cleanliness of person. These
qualifications come within the reach of anyone who aspires to success in
salesmanship.

Every salesman has unexpected problems to solve. A sensitive or touchy
customer may become unreasonably angry or offended. What is the salesman
to do? He should here be particularly on his guard not to show the
slightest resentment. Though he may be wholly guiltless, he cannot
afford to contradict the customer, nor to challenge him to a vocal duel.
If he talks at all, he should talk quietly and reasonably, and always
with the object of bringing the customer around to a favorable point of
view.

The successful salesman must have tact and discrimination. He must know