it to advantage, but once said: "I believe I have the popular reputation
of being a story-teller, but I do not deserve the name in its general
sense; for it is not the story itself, but its purpose, or effect, that
interests me. I often avoid a long and useless discussion by others, or
a laborious explanation on my part, by a short story that illustrates my
point of view."

The salesman should resolve not to lose his poise and agreeableness
under any circumstances. Irritability never attracts business. To say
the right thing in the right place is desirable, but it is quite as
important, though more difficult, to leave unsaid the wrong thing at the
moment of temptation.

It is not the legitimate business of the salesman to force upon a
customer what is really not wanted, but many times the customer does
not know what he wants nor what he might be able to use. Hence the
competent salesman should know how to influence the customer towards a
favorable decision, using all honorable and approved means to bring
about such a result.

The customer's unfavorable answer is not to be accepted always as final.
He may not clearly understand the merits or uses of the article offered.
He may need the explanations and suggestions of the salesman in order to
reach a right conclusion. Here it is that the salesman may fulfill one
of his most important duties.

There is a wide difference between self-reliance and obtrusiveness.
Every man should have a full degree of self-confidence. It is needed in
every walk in life. But the salesman, more than most men, must have an
exceptional degree of faith in himself and in what he has to sell.