14. Salesmen's Samples

Nearly all salesmen necessarily carry catalogs. If they will develop the catalog by sections and tie it into the Auto-Magic* system as follows, I believe they will find it a great deal easier to locate items they wish to present to the cus­tomer as soon as he makes an inquiry.

If a salesman is selling pencil sharpeners and staplers, for instance, and they are in the first section of the catalog, he should place the first section mentally on the radiator ornament of his car. Section two of his catalog might deal with paper and paper supplies, carbon paper, duplicating machines and duplicator products. These can be grouped and visualized as the automobile headlights in the Auto-Magic* system and so on throughout the catalog.

The initialing system for salesmen is also of value. There is nothing that distresses a customer more than to have to wait while the salesman looks through his catalog to locate an item that he should have been able to turn to with the greatest of ease.

Appointments can be remembered very easily through the use of the Auto-Magic* system. If you had to see Mr. Lodge at 5 o'clock, you might picture the automobile door handle, which is Item No. 5, with a hunting lodge set there in place of the handle, then, in reviewing, you would know that it was Mr. Lodge with whom you had an appointment.

The proper pronunciation and repeated use of a cus­tomer's name is always most pleasing to him. It is highly recommended that all salesmen absorb and practice the sec­tion in this book on name retention.

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