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ffUSIC TIRADE
V O L . L V I I I . N o . 1 9 Published Every Saturday by Edward Lyman Bill at 373 Fourth Ave., New York, May 9, 1914
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SING E CO P
$ 2 oo p ER S V&i? NTS
IFE is a continual state of war, and while we do not have to resort to bloody warfare in the
commercial world, nevertheless the fierce grind of competition is more relentless than war
j waged with bullet and bayonet.
Competition in the business world must be ground out—annihilated—no matter what
the result, and it is this kind of competition, resourceful and untiring, which is constantly bringing
about new conditions in all trades.
Old cherished business traditions are crumbling under the batteries hurling powerful explo-
sives of modern methods and modern competition.
The law of change is universal—it is going on all the while. Methods of conducting business
are changing. Methods of production have undergone radical changes—also the same law of evo-
lution, or revolution, applies to the selling departments.
The time was, not so many years ago, when the standing of traveling men was gauged some-
what by their mixable qualities; but all that is changed. It is now a question of values delivered
—of terms offered, and the presentation of a good, straightforward business argument in a legiti-
mate manner, with no thought of the entertainment end of the game.
I remember, many years ago, a traveling man who started out with plenty of money at his
command. He had a good income outside of his profession, and he decided to get acquainted with
the customers of his father's enterprise, so with the power that he wielded and the money at his
command he started out. He was really a decent chap, but he wanted to buy everything in sight
for the people whom he visited. He was genial and sociable, and everyone liked him; but some-
how he didn't get business. While he catered to appetites for eatables and drinkables, he seemed
to extract from them all appetite for goods—the people upon whom he called had such a good time
that they did not want to think of buying goods. Why mix business with pleasure? Forget it!
Life on the road ruined the young man and cut into the old man's business as well, and
so the veteran salesman returned to his regular beat and prosperity reigned.
This happened in the times frequently referred to as "the good old days," but all that is changed.
Treating, which is the American vernacular for paying another man's eating and drinking bills, is
rapidly being relegated to the background among up-to-date people who meet on a business level.
It was always the recourse of the weak man, and is always less available as salesmen become
more able.
Success is not built nowadays through a man's ability to entertain. It is rather the condition
of the mind and circumstances that determines what the future of the individual shall be, for if
a man makes up his mind to sell a particular line of merchandise he will thoroughly analyze all the
conditions which surround his particular wares. He will acquaint himself with their real standing,
and he will learn all the weaknesses of the competing element, so there is where the mental force
comes in. Back that knowledge with a determination to succeed and a salesman will sell. There
is no doubt of that. But he will not succeed if he figures that people will patronize him simply
because he represents a certain house and has certain backing.
Comfortable backing is very 7 nice, but there must be something more. There must be the
ability to take advantage of opportunity, and in order to do this one must thoroughly post him-
self regarding every element which may contribute to success.
(Continued on page 5.)