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APPLIED

BY

PAUL W. IVEY, PH.D.

MERCHANDISING INVESTIGATOR, LECTUrer, and coUNSELOR; LECTURER
ON SALESMANSHIP, NORTHWESTERN UNIVERSITY; AUTHOR OF
"ELEMENTS Of retail salESMANSHIP," "PRINCIPLES
OF MARKETING," AND SO FORTH

CHICAGO & NEW YORK
A. W. SHAW COMPANY

LONDON, A. W. SHAW AND COMPANY, LIMITED

COPYRIGHT 1925. BY A. W. SHAW COMPANY
PRINTED IN THE UNITED STATES OF AMERICA

Psychoz, Cur?
Wahr
3-2-26

166535

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THE material embodied in this book constitutes a Course in Salesmanship known as "The Paul Ivey Salesmanship Institute" which has been held under the auspices of chambers of commerce, service clubs, university extension divisions, and other organizations in most of the important cities of the United States. The Institute lectures have been incorporated into book form as a result of an almost universal demand from the Institute members, who are invariably salesmen and sales executives in cities where the Institute has been held. In the last 10 years, probably 100,000 business people have heard me present this material in person, but this is the first time it has seemed advisable to put the entire material into printed form for general use.

This discussion of salesmanship applies equally to manufacturers' salesmen, wholesalers' salesmen, and retailers' salesmen, although it may appear to some that undue emphasis is laid on the latter. However, my experience has demonstrated the fact conclusively that manufacturers' and wholesalers' salesmen can operate at maximum efficiency only when they understand the selling problems of the retailer. More and more are these sales forces discussing at their annual conventions ways and means of increasing the outlet for their merchandise over the counter. In other words, the retailer is rightly considered the "neck of the distribution bottle," and any selling plans which fail to analyze the dealers' methods are deficient in effectiveness.

The sales ideas herein portrayed are largely the result of my experience in selling, in training sales forces for manufacturers, wholesalers, and retailers. The fact that they work and are of universal application, is their greatest recommendation. Some of the more well-known sales organizations to which I have applied the principles herein disclosed are as follows:

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