The salesman should give his undivided attention to the customer. If the salesman is speaking, he should speak clearly, directly, concisely, and understandingly; if he is listening, he should listen interestedly and thoroughly, with all his powers alive and receptive.

The salesman should know when to speak and when to be silent. Some customers wish to be told much, others prefer to think for themselves.

He is a wise salesman who knows when to be mute. Loquacity has often killed what otherwise might have been a good sale.

There is a certain tone of voice which the salesman should aim to acquire. It is neither high nor low in pitch. It is agreeable to the listening ear, and is almost sufficient in itself to win the favorable attention of the prospective buyer. Every salesman should cultivate a musical and well-modulated voice as one of the chief a.s.sets in salesmanship.

The salesman should cultivate dignity of speech and manner. People generally dislike familiarity, joking, and horse-play. It is well to a.s.sume that the customer is serious-minded, that he means business and nothing else. Needless to say, the telling of long stories, or personal experiences, has no legitimate place in the business of salesmanship.

There is a proper time and place for short story-telling. Like everything else it is all right in its appropriate setting. Lincoln used 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 ill.u.s.trates my point of view."

The salesman should resolve not to lose his poise and agreeableness under any circ.u.mstances. 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.

This self-confidence, however, is a very different thing from boldness or obtrusiveness. Courtesy and considerateness are cardinal qualities of the well-equipped salesman, but boastfulness, glibness, egotism, loudness, and self-a.s.sertion, are as distasteful as they are undesirable.

The eloquence and persuasiveness of silence is nowhere better exemplified than in the art of salesmanship. One man says much, and sells little; another says little, and sells much. The reason for the superior success of one over the other is mainly due to the fact that he knows best how to present the merits of what he offers for sale, knows how to say it concisely and effectively, knows how to ingratiate himself, largely through his personality, into the good graces of the prospective buyer, and knows when to stop talking.

Modern salesmanship is based primarily upon common sense. A man with brains, though possibly lacking in other desirable qualifications, may easily outdistance the more experienced salesman. It is a valuable thing in any man to be able to think accurately, reason deeply, and size up a situation promptly.

The salesman should at all times be on his best talking behavior. It is not advisable for him to have two standards of speech, and to use an inferior one excepting for special occasions. He should cultivate as a regular daily habit discrimination in the use of voice, enunciation, expression, and language. This should be the constant aim not only of the salesman, but of every man ambitious to achieve success and distinction in the world.

MEN AND MANNERISMS

There is a story of a politician who had acquired a mannerism of fingering a b.u.t.ton on his coat while talking to an audience. On one occasion some friends surrept.i.tiously cut the particular b.u.t.ton off, and the result was that the speaker when he stood up to address the audience lost the thread of his discourse.

Gladstone had a mannerism of striking the palm of his left hand with the clenched fist of his other hand, so that often the emphatic word was lost in the noise of percussion. A common habit of the distinguished statesman was to reach out his right hand at full arm's length, and then to bend it back at the elbow and lightly scratch the top of his head with his thumb-nail.

Balfour, while speaking, used to take hold of the lapels of his coat by both hands as if he were in mortal fear of running away before he had finished.

Goshen, at the beginning of a speech, would sound his chest and sides with his hands, and apparently finding that his ribs were in good order, would proceed to wash his hands with invisible soap.

The strange thing about mannerisms is that the speakers are usually unconscious of them, and would be the first to condemn them in others.

The remedy for such defects lies in thorough and severe self-examination and self-criticism. However eminent a speaker may be with objectionable mannerisms, he would be still greater without them.

Every public speaker has certain characteristics of voice and manner that distinguish him from other men. In so far as this individuality gives increased power and effectiveness to the speaking style, it is desirable and should be encouraged. When, however, it is carried to excess, or in any sense offends good taste, it is merely mannerism, and should be discouraged.

There is an objectionable mannerism of the voice, known as "pulpit tone," that has come to be a.s.sociated with some preachers. It takes various forms, such as an unduly elevated key, a drawling monotone, a sudden transition from one extreme of pitch to another, or a tone of condescension. It is also heard in a plaintive minor inflection, imparting a quality of extreme sadness to a speaker's style. These are all departures from the natural, earnest, sincere, and direct delivery that belongs to the high office of preaching.

Still another undesirable mannerism of the voice is that of giving a rising inflection at the close of successive sentences that are obviously complete. Here the speaker's thought is left suspended in the air, the hearer feels a sense of disappointment or doubt, and possibly the entire meaning is perverted. Thoughts delivered in such a manner, unless they distinctly require a rising inflection, lack the emphasis and force of persuasive speaking.

Artificiality, affectation, pomposity, mouthing, undue vehemence, monotony, intoning, and everything that detracts from the simplicity and genuine fervor of the speech should be avoided. Too much emphasis may drive a thought beyond the mark, and a conscious determination to make a "great speech" may keep the speaker in a state of anxiety throughout its entire delivery.

A clear and correct enunciation is essential, but it should not be pedantic, nor should it attract attention to itself. "What you are prevents me from hearing what you say," might also be applied to the manner of the speaker. Exaggerated opening of the mouth, audible smacking of the lips, holding tenaciously to final consonants, prolonged hissing of sibilants, are all to be condemned. Hesitation, stumbling over difficult combinations, obscuring final syllables, coalescing the last sound of one word with the first sound of the following word, are inexcusable in a trained speaker.

When the same modulation of the voice is repeated too often, it becomes a mannerism, a kind of monotony of variety. It reminds one of a street-piano set to but one tune, and is quite as distressing to a sensitive ear. This is not the style that is expected from a public man.

What should the speaker do with his hands? Do nothing with them unless they are specifically needed for the more complete expression of a thought. Let them drop at the sides in their natural relaxed position, ready for instant use. To press the fist in the hollow of the back in order to "support" the speaker, to clutch the lapels of the coat, to slap the hands audibly together, to place the hands on the hips in the att.i.tude of "vulgar ease," to put the hands into the pockets, to wring the hands as if "washing them with invisible soap," or to violently pound the pulpit--these belong to the list of undesirable mannerisms.

At the beginning of a speech it may give the appearance of ease to place the hands behind the back, but this position lacks force and action and should not be long sustained. To cross the arms upon the desk is to put them out of commission for the time being. Leaning or lounging of any kind, bending at the knee, or other evidence of weakness or weariness, may belong to the repose of the easy chair, but are hardly appropriate in a wide-awake speaker seeking to convince men.

Rocking the body to and fro, rising on the toes to emphasize, crouching, stamping the foot, springing from side to side, over-acting and impersonation, and violence and extravagance of every description may well be omitted in public speaking. Beware of extremes. Avoid a statue-like att.i.tude on the one hand and a constant restlessness on the other. Dignity is desirable, but one should not forget the words of the Reverend Sam Jones, "There is nothing more dignified than a corpse!"

Gestures that are too frequent and alike soon lose their significance.

If they are attempted at all they should be varied and complete, suggesting freedom and spontaneity. When only half made they are likely to call attention to the discrepancy, and to this extent will obscure rather than help the thought. The continuous use of gesture is displeasing to the eye, and gives the impression of lack of poise.

The young speaker particularly should be warned not to imitate the speaking style of others. What is perfectly natural to one may appear ridiculous in another. Cardinal Newman spoke with extreme deliberateness, enunciating every syllable with care and precision; Phillips Brooks sent forth an avalanche of words at the rate of two hundred a minute; but it would be dangerous for the average speaker to emulate either of these examples.

There is a peculiarity in a certain type of speaking, which, while not strictly a mannerism, is detrimental to the highest effect. It manifests itself in physical weakness. The speaker is uniformly tired, and his speaking has a half-hearted tone. The lifelessness in voice and manner communicates itself to the audience, and prevents all possibility of deep and enduring impression. Joseph Parker said that when Sunday came he felt like a racehorse, and could hardly wait for the time to come for him to go into the pulpit. He longed to speak.

The well-equipped speaker is one who has a superior culture of voice and body. All the instruments of expression must be made his obedient servants, but as master of them he should see to it that they perform their work naturally and spontaneously. He should be able while speaking to abandon himself wholly to his subject, confident that as a result of conscientious training his delivery may be left largely to take care of itself.

HOW TO SPEAK IN PUBLIC

There are two essential qualifications for making an effective public speech.

First, having something worth-while to say.

Second, knowing how to say it.

The first qualification implies a judicious choice of subject and the most thorough preparation. It means that the speaker has carefully gathered together the best available material, and has so familiarized himself with his subject that he knows more about it than anyone else in his audience.

It is in this requirement of thorough preparation that many public speakers are deficient. They do not realize the need for this painstaking preliminary work, and hence they frequently stand before an audience with little information of value to impart to their hearers.

Their poverty of thought can not be long disguised in flamboyant rhetoric and sesquipedalian words, and hence they fail to carry conviction to serious-minded men.

I would remind you that having something worth-while to say involves more than thorough preparation of the particular subject which the speaker is to present to an audience. The speaker should have a well-furnished mind. You have had the experience of listening to a public speaker who commanded your closest attention not only because of what he said, but also because of what he was. He inspired confidence in you because of his personality and reserve power.

It is often what a man has within himself, rather than what he actually expresses, that carries greatest conviction to your mind. As you listen to such a man speak, you feel that he is worthy of your confidence because he draws upon broad experience and knowledge. He speaks out of the fulness of a well-furnished mind.

It is important, therefore, that there should be mental culture in a broad way,--sound judgment, a sense of proportion and perspective, a fund of useful ideas, facts, arguments, and ill.u.s.trations, and a large stock of common sense.

Every man who essays to speak in public should cultivate a judicial mind, or the habit of weighing and estimating facts and arguments. Such a mind is supposedly free from prejudice and seeks the truth at any cost. Such a mind does not want this or that to be necessarily true, but wants to recognize as true only that which is true.

In these days of multiplied publications and books of all kinds, when printed matter of every description is soliciting our time and attention, it is particularly desirable that we should cultivate a discriminating taste in our choice of books. The highest purpose of reading is for the acquisition of useful knowledge and personal culture, and we should keep these two aims constantly before us. It is noteworthy that men who have achieved enduring greatness in the world have always had a good book at their ready command.