HOW

TO

SELL

SPEECH

THROUGH

GrenviUe

By

faiBinliiMi

T*fi*f(T"

and

Boir

to

Boild

Bow

to

Derdop

Hov

to

Road

and

How

to

^Mk

in

How

to

Develop

Cteat

MmmbI

HnauMooa

Talka

The

end
How

and

How

Uaelnl

Great
in

Public

Mail

Gooxac

in

Practical

Bow

to

SpeaUng

Methoda

Training

for

Sell

Ifl^noaaptn

of

The

Eagliah

71

Speaking

Speaker

How
to

to

Deraiop

Make
It

Speaker
Speakaia

(
.

-'

^eech

SpeedMa:

for

Public

It

Praetiae

Thioiigh

Maatar

''

Saj

to

Public

How

Wofd'Power:

Engliah
Notea

of

Speechea

Phraaea

How

Saj:

to

Snceaaainl

Vital

Aadienea

an

Speaking

Without

Speak

SonetUnf

Cbiiat:

Hold

Sennona

Gouxae

to

"

TaUdttg

World'a

Bow

to

Ptablio

to

Mall

The

Them

Meko

to

Speddag

ia

Thouaand

Model

Penonelitj

Win

and

Guide

on

Fifteen

mad

Public

Power

Hita

Conplete

Spaocfc

ia

DeeUm

end

Axfoe

to

Fonror

Sdf-Confidfaneo

Speeches

How

KJeiser

and

Wtiian

Than

"

Sell

To

How

Speech

Through
BY

GRENVILLE
Inttruetor

Farmert/y

Yale

School,
in

PubUo,"
Them,"

KLEISER

Author

University,

Bpeeohee

"Great

"Complete

ing," "How

Build

to

^'Telke

of "How
and
to

Quide

DMmMw
Spoah

to

How

Make

to

Bpeak-

PuhUe

Power,"

Mental

Talking/' ate,,

on

Yale

at

Bpeakkig

PubHe

in

ate.

,4

""

"

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"

"

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"

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FUNK
NEW

YORK

LONDON

1920

v"

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COMPANY
AND

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V-r^V'

386755A
A^-^Orj,

LEr"fOX

TILDJSN

AND

FOUKJDATION8

1028

X,

1920,

COPTRIGHT,

KLBISEB

ORBNVILLB

[Printed

in

the

United

Published,

"

"

"

m'm

"

"

"

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of

Atnerien}

1020

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States

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Copyright
ot

the

Under
Pan-American

the

Articles

of

Bepnblics
Augast

11,

the
and

1910

Copyright
the

United

CosTentioii

States,

PREFACE

The

business

is

man

interested

person

skill,

talent,

chandise,

of
has

one

every

Sell,whether

something^'^w'

only

subject

the

in

salesmansmi);|k;Pi'a^^
i

the

not

it

be

mer-

experience,

or

service.
This

book

the

to

embraces

business

salesman,
and

preacher,

others,

believed
addrest

to

value

to

that

business

it

the

suggestions
be

and

salesman,

in

order

successfulfSnusthave
welJ.TvA

^^
lary, and

but

is

of

dently
confi-

cal
practi-

professional

generally.

men

_^

lawyer,

man,

will

class

one

talks

practical

an

be

ability

speaking

pleasant
n^e.

the

to

ade,...e

facilily in expressing

highly
talk

to

voice,

an

vocbu-

his

ideas

PREFACE

clearly

and

convincingly
his

to

Modem
on

greatest

salesmanship,
common

the

of

this

salesman.

the

book
best

is

who

through

speech.

York

August,

the
on

chief

of

has

City,
1919.

fi

the

est
highpart

purpose
and

the

something

GbBNVILLB
New

ily
primar-

stimulate

to

resources

woman

based

efforts
The

dispens
in-

are

success.

demands

sense,

qualifications and
of

^these

"

velop
de-

man

or

to

sell

KTtETBBE.

CONTENTS
*

The

Salesman

The

Business

The

Lawyeb

The

Woman

The

11
Mak

33
59

Speaker

83

Pbeaoheb

115
^

Ttt

L._...

THE

SALESMAN

"

"^

THE

There

successfnl

world.

For

epitomized

/
^

salesmanship which

PERSONAL

"^A

other

personality
things, proper

courtesy, sincerity,an

faculty

good

is of
man

ity/'
'personal-

embraces
attire

and

the

voice, and

silence.

development

of

achieving

salesmanship.
11

the

Obviously,
of

importance

extreme

desirous

ner,
ingratiatingman-

speaking

of attentive

therefore,

may

poise, self-confidence,tact,

appearance,

word

the

'

QUALIFICATIONS

desirable

among

these

convenience

in

ness
busi-

the

generally recognized by

are

be

tions
personal qualifica-

certain

are

for

SALESMAN

ality
personto

success

any

in

/\ The

well-developed

of

man

commands
laHtjr
wherever

has
f ore

attention

pains

attempting

is

based
^/

,^

of

assets

oemen.

prac-

upon
x^

is

/Intelligent optimism
greatest

and

other

influence

to

Itiqalknowledge. /",,
'

respect

himself

master

to

"j(Hi^ self-reliance
^

and

success."ifrHe
passporis^to

are

taken

person-

goes.-^Hisspeech

he

manner

SPEECH

THROUGH

SELL

TO

HOW

of

one

the
The

who

man

for

well-established

has

article

he

has

sell will

to

diflScultyin securing
is

fulness

an

men

attention

to

Well-cut

making

personal

.*.Cheercessful
suc-

advantage.

give

special

appearance.

immaculate

clothes,

linen,

liness
face, polished shoes, clean-

clean-shaven
of

his

little

which

best

the

should

salesman

^VThe

to

to

force

the

in

have

business.

attractive
use

reasons

and

himself

in

believing

body^
"

these

favorable
12

are

"

"

salesman.

^/

"-"

indispensable

impression

upon

SALESMAN

THE

other

men,^
the

These

outward

and

character

taste

cate
signs indiof the

man

himself.

-^he

old
like

saying,

progressive

himself

men

finds

of

host

mentioned

seeking
to

his

The

him.

serve

society

he

"

and

friends

tion
atten-

and

appearance

qualities previously

of

class

the

to

ceeds
suc-

true.^When

^by intelligent

"

personal

to

Nothing

is still

success,"

elects

man

**

that

the
soon

ances
acquaintanxious

and

still follows

crowd

leader.

the
It

is

himself

of

his

of

confidence

best

results

greatly

has

'jipVhen

of

his

those

about

efforts

enhanced.

js

are

avail
for

proper

he

himself, this quality

itself to
the

he

self-reliance.
in

to

man

opportunities

unless

advancement

degree

for

impossible

him

has
municates
com-

and

thereby

rr

THROUGH

SELL

TO

HOW

HOW

TO

BECOME

SPEECH

SUCCESSFUL

SALESMAN

Here
for

are

specific suggestions

some

developing successful

^1. Know

what

first

must

merits

hope

mentally
you
your

mind

people in

to

will be
the

memorized

**

is most

suitable
In

defined

-{^All

bear

ideas

what

you

ideas

available

have

the

reasons

favorably

other

way.

to your

sell

do

method

perament.
particular tem-

mind
and

ready
14

use

some

event, have

in your

for

upon

likely to affect

yourself which

to

the

article

successfully

any

vince
con-

out

sell the

sales-talk,*'and

for

Judge

same

salesmen

Some

not.

y ourself

bring

can

sell before

to

think

detail, and

to

the

of

successfully to

^i^
Therefore

others,

subject in

desire

you

You

to say.

yourself

convince

can

you

want

you

what

of

salesmanship

use,

clearly

regarding

keep

such

SALESMAN

THE

"When
the

of

the

article

put

your

ideas

merits

This
but

will

only tend

not

will

enable

critically

carefully analyzed

have

you

and

into

writing.

them

examine

to

such

make

sideration,
con-

clarify them,

to

you
to

under

changes

as

desirable.

seem

is

There
to

inner

realization

your

wish

about

sell.

to

When

you

little

difficulty in
Speak

simple

you

lose

to

articulation
marks

of

is

part

of

one

will

have

effectively.

great

v!

portance.
im-

indistinctly

the

customer's
"

must

use

merely

you-"^5^

understand

is

of

one

speak

he

you

apparently

This

you

which

attention

trying

that

it

saying

suggestion
If

you

say,

distinctly.

what

clearly know

you

to

want

the

as

of

merits

the

so

thoroughly

being

of

what

-^2.

add

self-confidence

much

informed

will

that

nothing

of

culture.
15

the

in

distinct

unmistakable

HOW

SELL

TO

THROUGH

SPEECH

;^

"

/: There

is
the

proving

for

exercise

better

no

enunciation

the

and

im-

ing
speak-

voice
five

ing,

V
.

pros'fe.-^T^e
princiminS,"

in

keep
breathe

to

are

standard

while

deeply,

readthe

open

^
'

to

for

daily,

from

English

of

pal things

"

alond

read

to

minutes,

ten

or

writer

if

than

mouth

well,

;**^- endeavor
fuli

"tA

I
'
'

bring

to

of

tones

articulate

well-modulated
value

ing

attention

the

out

and

clear, deep,

voice.

the

timable

distinctly,

is

voice

to

of

in

salesman

inessecur-

the

extremes

harshness,

and

should

be

^'-K'The quiet,

\^'

voice

of

tomer.-^
cus-

ness,
pitch, loudundesirable

other

avoided.

carefully

natural

pure,

the

are

prospective

Hence

qualities

'

of

of

tones

the

effective.

most

t
,

"

^^
'''*\,

3.

ing,

Speak
so

in

As

slowly.

in

public speak-

salesmanship,M;he

who

man

C^

speaks

^\ \

//

weight

deliberately
than

the

carries,

greater

rapid-fire speaker.
16

The

TO

HOW

and

exaggerate
Good

subtle

'/

tion,
tempta-

every

promising,

or

to

mislead.

or

to-day is founded

business

is

Honesty

truth.

SPEECH

to avoid

consequently
however

THROUGH

SE^.L

upon

longer

no

recom-

/M
^jnended merely as the best policy^but
^/
^f^ as the best principle. Any other method
of

Answer
If

to

frame

language

that

yourself
should
The
honest

the

his

place

will

and

the

putting

by

how

realize

the

you

it.

answer

mental

clear

such

question from

viewpoint,

customer's

always

they will fully satisfy

See

questioner.

them,

Try
in

answers

your

lessly.
fear-

and

answer

hesitation.

without

so

not

can

you

garded
re-

unwise.

frankly

questions

be

now

short-sighted and

as

say

would

business

doing

intention
reflect

voice, speech, and

integrity

itself

to

in

manner.

and

character
18

strictly

be
your

Your
will

face,
sonal
perun-

vr
SALESMAN

THE

consciously disclose

themselves

words

the

and

use

you

formulate

you

and

in

way

than

from

degree

salesman

deviate

to

has

merely

customer

remark.

ent

be

to

repelled

inaccurate

slightest

truth.

Many

prospective

inadvert-

an

not

can

his

in

lose

to

through

salesman

your

the

in

strict

the

the

which

emphasize

rather
arguments.^Prefer
.sale

in

afford

statements

or

assertions.

is'^a subtle

Exaggeration

of

form

itself
disho".t..^tWn^fest
i.^.,.
undue
make

emphasis,

too

sale,

an

persuade

in

attempt

reluctant
is

exaggeration
not

or

anxiety

much

to

to

over-

customer.Vir^Such
in

dishonest

should

intention, and

effect, if
lously
sedu-

be

avoided.
,,^

In

salesmanship''the

culiar
It

will

languagemnd
not

do

to

eye

power
say
19

one

has

of its

peown.

thing and

thing

^nk'This
4.

look

to

directly

is

it
at

customer.

communication

eye-to-eye

good

has

^^

"^

and

magnetic

^'^

in

secured

be

to

tion.

If

**how/'

tively,

,w

choose
solve

and

in

at

line

yourself

will

part

your

be

inclined

interval

explanation.

Ee-

antagonize

him.

to

to

listen

courteously

resentment

quickly sensed

militate

against

be
success.^^/Always

chances

of

to

generously

pass

of

Mental

and

customer

is

sayj'^istenatten-

not

objections.

to

explana-

"convenient

case

any

and

customer
you

another

Accustom

J^

the

what

dispute

distin-

*^why'^"*Snorethan

,s

to

not

way.

tilearly

argument

Emphasize

other

any

argument,

between

guish

influence

convincing

5. Avoid

u^.

SPEECH

Moreover,

another.

xlook
^^

THROUGH

SELL

TO

HOW

over

his

find

it

on

by the
your

ready

prejudices

foibles.

and

Many
waive

salesmen

their

opinions,
-

20

but

difficult
insist

upon

to

THE

arguing

SALESMAN

point

conclusion

the

' '

due

to' tact

of

pf

the

nor

alertness

said
him

to

quickly

change

he

when

sees

he

when
it

when

'Whether

leave

too

gence
intelli-

the

knows

and

by

has

he

time

is

made

not.

or

Thus

to

He

enough,

time

stayiug

has

listening

to

desirable.

sale

part

salesman

by

salesman

good

talking
is

for

the

jPrincipally

and

much,

too

and

has

chiefly

man^s

does

time?

waste

talking

long.

How

own.

usually

it

is

on

other

the

waste

your

from

forbearance

to

**not

sale

good

the

salesman.

DonH

6.

decides

tentimes

"

that

being

customer

and

conclusion

usually

prospective
buy.

to

out

the

wide-awake
his

conserves

and

is therefore

his

next

the

he

time

better
What

customer.

importance,

retains
21

ciously
judi-

salesman

his

and

energy,

equipped
is

of

for

vital

self-respect

TO

HOW

of

waste

avoiding

by

THROUGH

SELL

SPEECH

and

time

words,

energy.

is

There
in

words
Few

all

of

long time
7.

Keep

inform
merits

of

The

funny

^adhere
talk

salesmen.

have

neither

listen

to

stories

them.

to

will

plish
accom-

^discursiveness
like

telling

promiscuous

class

sell, and

to

politics, and

stories

essential

the

have

you

than

weather,

take

and

Thoroughly

to

Straight-to-the-point

the

ing
noth-

have

say

as

possible

more

daily

are

who

essentials.

what

as

and

it.

say
to

clear

men

to

yourself

far

as

to

of

art

time-filchers

importance

business.

of

Business

speech.

victims
of

the

of

expenditure

departments

possess

men

Concise

prodigal

is

taboo

now

Busy
time

nor

and
22

of

about

subjects.
jokes

and^
high-

by

business

men

inclination

experiences

which

to

have

no

in

ter

THE

SALESMAN

direct

bearing

upon

familiarity.

There

who

hy

slap

him

cnstomer

by his

first

which
warned.

is

a'*^roperdegree

himself,

and

salesman

The

friendly'^
good
9.

similar

against

congeniality.
man

who

man

of

undue

who

self-

familiarity.

becomes

'*too

lose

ready

to

unconsciously

may

spects
re-

customer.

jlexihility. Be

Cultivate

adapt
talk

of

no

in

indulges

respect

and

him

incompatible

not

the

most

respect

seize

emphatically

been

Dignity

Men

or

contempt

have

men

baek^

the

these

that

Dreed

habits

men
sales-

are

on

name^

but

coat-button,

with

mat-

hand.

8, Avoid

call

the

style of approach

your
to

special

the
A

you.

productive

Keep

your

the
mind

best

fore
be-

is not

method

results.

always
28

sales-

circumstances

stereotyped
of

and

open

to

help-

I
TO

HOW

ful

one

"^^

^;"
V':.r^

are

detrimental

can

learn

of

attitude

win

progress.

from

every

Moreover,

the

mental

readiness

learn

to

Avill gratify them

others
to

real

to

ance
ignor-

and

something
ir

meet,

you

SPEECH

Prejudice

suggestions.

You

fA

THROUGH

SELL

from

them

your

viewpoint.

and

from
much

do

considera-

favorable

,*""

tion

of

10.

self-control. Tour

Cultivate
work

as

and

You

to

in

present
the

have

to

must

merits

sell, but

of

only

vince
con-

able

be

and^mipressive
article

the

you

have

must

you

to

prospective

not

clear

is

the

persuade

customer.

manner

salesman

cipal
prin-

such
^

complete

fully

meet

your

self-control
all

in

form

new

conditions, and
and

can-^tact-

you

objectionsj quickly

ideas

unexpected

gracious

that

courteous

'even

ble
assem-

to

suit

be*genuinely
under

ing
try-

circumstances.

Tact, adaptability, and

good

nature

HOW

TO

line

of

THROUGH

SELL

business.

study of words

You

are

for concrete

object is

ideas.

As

him

dazzle

to

show

your

impress

the

natural

afe

not

the

the listener's mind.

upon

Simple words

and

These

desirable,since they make

least demand

with

moments.

short, simple words.

the most

able
profit-

delightfuland

the

make

can

pastime for leisure

Use

SPEECH

of

medium

salesman
the

your

customer

but

language,

favorably with

to

ideas

your

reasons.

12.

Study the

of listening.This

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sale to himself

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customer

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discreetly silent,

26

I
4

the

sale

reasonable

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to

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27

of

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it

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read,

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28

day.

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ceed,
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mentally
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29

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enumerated

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orderliness,

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patience,

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prudence,

punctuality,

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titude,
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to

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correctly,

^
HOW

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self

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of

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must

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trifling,

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things easy.'*

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quisitions
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courteous

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BUSINESS

His

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in

personality
due

not
48

ful
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simple, dignified,

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MAN

speech

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to boastfulness

THE

BUSINESS

egotism,

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48

practical

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to

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and

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Optimism

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beautiful.

in

advantage

for

thinks

inevitably

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MAN

of

cheerfulness

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between

in

smile

experience

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45

vital

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effect

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but

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46

man

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al-

of

THE

time,

BUSINESS

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BUSINESS

THE

PRINCIPLES

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GREAT

MERCHANT

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the

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When

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under

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47

brain

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Wanamaker.

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word

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integrity, industry,
to

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48

print.
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HOW

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delegate responsibility,
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BUSINESS^MAN

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51

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52

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58

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54

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THE

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LAWYER

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59

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60

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61

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62

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LAWYER

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for

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and
138

through
minutes
abdomen

each

well

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day,
ex-

THE

panded,

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PREACHER

various

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nose

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you

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lic
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able

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contact

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best

are

to

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and
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you

own

its

subtle

will

interpret
139

be
and

cultivated
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human

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HOW

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see

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preacher's

Father,

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great

many

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carried
140

with

arrow-

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THE

like

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141

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142

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146

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CONTENTS
Preliminwir

Power

fhe

Right

Will"

The

Thinking"

and

in

of

Self-Conof

tion
Inspira-

Toorself"General

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The
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Daily
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Positive
and
Imagination
The
Confidence
in Business
Negative
Thought"
Speaking Voice"
"Confidence
in Society"
Confidence
in Public
Speaking" Toward
the Heights"
Oonfidenoe.
Memory
Passages that Build

Steps

The

of

Phy8icarBa8i8"Fin(ung

"Concentration"
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convert,"

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gain

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CONTENTS

Xntrodactory"'Tnith
The

Use

The

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Poblic

The
Tact"

Words"

of

Speaker"
and
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Reading

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The

Discipline of
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Qaeetlons
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