Automatic Age

sions, gestures, thoughts. He
must be extraordinary in every­
thing he does.”
Considering this man and his
record; considering the records
of salesmen trained by his sys­
tem, I wonder if the slogan, “ Be
extraordinary,” isn’t one of the
guiding-lights to more success in
selling?
£ very. Salesman's 3nvisibfe
(Packer
Whenever a salesman comes
to me and starts complaining
about his territory, about condi­
tions, especially about his house,
I usually make short shrift of
him, because when a salesman is
dissatisfied with the world in
general, he’s washed up as a
salesman.
I d on ’ t know why I took
enough interest in the young
chap who called on me yester­
day to hear him out. But I’m
glad I did. He said some of the
things I told him straightened
him out, gave him a new lease
on life. I hope so. He needs one.
He told m e : “ If I were work­
ing for a house that gave me
some backing, I believe I could
do a better job.”
“What backing do you want
or expect?”
“ Oh, you know, just backing.
Somebody to take an interest in
when a fellow has to go it
alone, it’s pretty darned tough.”
“ But you don’t go it alone,”
said I. “ No sa le sm a n does.
Every salesman has all the back­
ing he can possibly want or use.”
“ What do you mean?” he
asked, astonished.
Then I quoted a noted psy­
chologist, who said: “ Back of
every salesman stands an in­
visible something called per­
sonality. Personality, like mag­
netism, r e p e l s or attracts.
Personality traits that attract
are indispensable in selling. And
the kind of personality that peo­
ple like can be developed.”
When this salesman saw that
he wasn’t alone, that he had the
backing of personality, he says
it gave him a new outlook that
will lead to new sales. And I
think it will. Because he has the
best backing in the world. In­
cidentally, so have you.
M u r o s to p e s
photobiotic
7YFAPS OF
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C a ltid h eneA Coached 3d im
The successful young sales­
man astonished me when he told
me a man whom he had never
met, a man named Callisthenes,
had coached him to success.
Callisthenes, I know, was an
ancient Greek statesman, but I
couldn’t see any connection be­
tween him and what my young
friend sells. And there isn’t
any.
“ That isn’t the Callisthenes I
mean,” said he. “ I mean the
man who writes the advertising
editorials for Selfridge’s store
in London.”
“ Oh.”
“When I was just out of col­
lege, trying to get ahead, willing
to listen to any plan that might
help me sell more,” he explained,
“ I came across a book of these
editorials by Callisthenes. They
must be written by a master of
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( Continued on page 66)
F o r Q U IC K S A L E S & S T E A D Y P R O F IT S
O rd er ( A M IV
CH APTERS’
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AUTOMATIC AGE
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65