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The Psychology of Salesmanship


But a change has come to the man in business. He has heard
much of late years re
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garding psychology in business affairs, and has read something
on the subject. He understands now that psychology means "the
science of the mind" and is not necessarily the same as
metaphysics or "psychism." He has had brought home to him the
fact that psychology plays a most important part in business, and
that it is quite worth his while to acquaint himself with its
fundamental principles. In fact, if he has thought sufficiently on the
subject, he will have seen that the entire process of selling goods,
personally, or by means of advertising or display, is essentially a
mental process depending upon the state of mind induced in the
purchaser, and that these states of mind are induced solely by
reason of certain established principles of psychology. Whether the
salesman, or advertiser, realizes this or not, he is employing
psychological principles in attracting the attention, arousing the
interest, creating the desire, and moving the will of the purchaser
of his goods.
The best authorities on salesmanship and advertising now
recognize this fact and emphasize it in their writings. George
French,
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in his "Art and Science of Advertising" says regarding
psychology in advertising: "So we can dismiss the weird word, and
simply acknowledge that we can sell things to a man more readily
if we know the man. We can't personally know every man to
whom we wish to sell goods. We must therefore consider if there
are not certain ways of thinking and of acting which are common
to all men, or to a large proportion of men. If we can discover the
laws governing the action of men's minds we will know how to
appeal to those men. We know how to appeal to Smith, because we
know Smith. We know what will please Brown, because we know
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