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The Psychology of Salesmanship


CONTENTS
CHAPTE
R
PAG
E
I. Psychology in Business
9
II. The Mind of the Salesman
28
III.
The Mind of the Salesman
(continued)
47
IV. The Mind of the Buyer
70
V. The Mind of the Buyer (continued)
91
VI. The Pre-Approach
114
VII. The Psychology of Purchase
137
VIII. The Approach
167
IX. The Demonstration
193
X. The Closing
222
[Pg 9]
CHAPTER I
PSYCHOLOGY IN BUSINESS
Until the last few years the mere mention of the word
"psychology" in connection with business was apt to be greeted
with a shrug of the shoulders, a significant raising of the
eyebrows—and a change of the subject. Psychology was a subject
that savored of the class room, or else was thought to be somehow
concerned with the soul, or possibly related to the abnormal
phenomena generally classified as "psychic." The average business
man was apt to impatiently resent the introduction into business of
class room topics, or speculation regarding the soul, or of theories
and tales regarding clairvoyance, telepathy, or general
"spookiness"—for these were the things included in his concept of
"psychology."
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