b'SIMPLE(*Weatherproofer - the author\'s coined name for the contractor who sealsbuildings against ,attackby water in its variousforms - solid, liquidor. aboveandbelowground;againstinfiltrationof gaseous -heated or chilled air, and who employs his materials and services so toSELLofaattractivelyl astodeservetheadcMtionalidentification. - Exterioris Decorator.) year, theyost more jobs tome.And all that this is leading up to And attheendofthe year,whileIthefa::tthat, after reading hundreds \'speciallyhadnospectacularjobs,resultinginofbooksonselling,andcriticizing hugeprofits,Ihad alargervolume,their conrtent,Iamgoingtoadd still andtheknowledgethat everyone. ofanother book.Partof this additionto mycustomershadchangedfromathe liter, ureon seiling will be pubatforthename onaprospectcardto afriendlished in the magazine before its apwho would go out of his way, withoutpearanceinbookform.Thebook compensation, to recommend my serv will tell: ices. er*Howto acquireprospect weatherproofSellingisanart.SellingisnotaHow to find customersfile science.Anyonecansell.IrealizeHow and where to get leads that suchs,imple statements,violate aHow to g. sale.smen et ESWLEYwhole concept of selling which startedHo, to compensatesalesmen w by JAMMcCA twenty yearsago by unemployed for How to budgetadvertising mer stocks and bonds salesmen.Howtousemanufacturers\'literaIVE READ literally hundreds ofTheforegoingisapreambleoftureto abusemanufacturers\'aids HAmythesis. that anyonecanseB,andHow books on theart and scienceofsell that if afewcommon-sense rules areHow to advertise your services. ing, and long agoIcame tothe con followed, anyone can sell consistentlyAs you will note fromthe list,this clusion that most of these books werethrough good\' times and bad times, andbookis not going tofollow thepatwritten by individuals, who had neverthat there isnoindustry, which in a,tern of previous, books on the subject, soldanythingor,ifso,haddecidedperiod of either inflation, recession orbut will be designed: to answer all of thatit waseasiertowrite booksondepression,offersgreaterrewardstothe questionsofthe contractor startsellingthantoringdoorbellsforathesalesmanthanthatoftheinginbusiness,theestablishedconliving.Weatherproofer.tractor,andthesalesman. Icametotheconclusionsome25r yearsagowhenaproperty-owner, after signing acontract foraroofing and stding job, became brutally frank. "Mr. Mccawley,\'\' he began, "I wantSave MOREoneveryjob-witha youtoknowwhy Isigned thiscontract.Of all the salesmen who called upon me, youare defi.nite1y the worstTENNANT speaker.\'\'ROOFSCRAPINGMACHINE Hepausedforamoment,duringNo matter what size the scraping jobwhichmyego,inflated by the signa big or little-you\'ll do it faster,get a ture on the contract, collapsedlikeacleaner surface, and save more with a punctured balloon.Then he went on:TENNANT Machine. Itspowerful8"or16"Revo-tool "However, there isan air of sincer smoothly shears off toughest pitch and gravel like magic .ideal surity in everystatement you have made,assures eventhoughexpressedpoorly.Youface for re-roofing. impressedmewithyourevidentFEATURES Eliminates slow, backbreaking hand work Has knowledgeofthematerialsyouareself-propellingodionTwomodels for8" selling, andl in your own belief in theor 16" accessoriesPowerful 5 h.p. or 6 h.p. qualtities\'of these materials.IcouldengineTilt-updeviceOptionalcutter seethatyoukn,owbetterthanthehead for thick insulation WRITE FOR DETAILS others how these materials should be applied,and youhave convinced me made that every promise you haveto mewill be fulfilled to the letter." Inever forgot that sale, andnever afterwardsdidL feelthat Iwas at a disadvantage whencompeting with a sa-lesmanwithaglibtongueanda reputation as an aggressive, high-pressure artist.I lost jobs to some of these super-salesmen, but during the course FEBRUARY1954PAGE 33'