The successful salesman must have tact and discrimination.  He must know when and how to check in himself the word or phrase which is trying to force its way out into expression, but which would in the end prove inadvisable.  He must train himself to choose quickly the right and best course under difficult circumstances.

The salesman should give his undivided attention to the customer.  If the salesman is speaking, he should speak clearly, directly, concisely, and understandingly; if he is listening, he should listen interestedly and thoroughly, with all his powers alive and receptive.

The salesman should know when to speak and when to be silent.  Some customers wish to be told much, others prefer to think for themselves.  He is a wise salesman who knows when to be mute.  Loquacity has often killed what otherwise might have been a good sale.

There is a certain tone of voice which the salesman should aim to acquire.  It is neither high nor low in pitch.  It is agreeable to the listening ear, and is almost sufficient in itself to win the favorable attention of the prospective buyer.  Every salesman should cultivate a musical and well-modulated voice as one of the chief assets in salesmanship.

The salesman should cultivate dignity of speech and manner.  People generally dislike familiarity, joking, and horse-play.  It is well to assume that the customer is serious-minded, that he means business and nothing else.  Needless to say, the telling of long stories, or personal experiences, has no legitimate place in the business of salesmanship.

There is a proper time and place for short story-telling.  Like everything else it is all right in its appropriate setting.  Lincoln used it to advantage, but once said:  “I believe I have the popular reputation of being a story-teller, but I do not deserve the name in its general sense; for it is not the story itself, but its purpose, or effect, that interests me.  I often avoid a long and useless discussion by others, or a laborious explanation on my part, by a short story that illustrates my point of view.”

The salesman should resolve not to lose his poise and agreeableness under any circumstances.  Irritability never attracts business.  To say the right thing in the right place is desirable, but it is quite as important, though more difficult, to leave unsaid the wrong thing at the moment of temptation.

It is not the legitimate business of the salesman to force upon a customer what is really not wanted, but many times the customer does not know what he wants nor what he might be able to use.  Hence the competent salesman should know how to influence the customer towards a favorable decision, using all honorable and approved means to bring about such a result.

The customer’s unfavorable answer is not to be accepted always as final.  He may not clearly understand the merits or uses of the article offered.  He may need the explanations and suggestions of the salesman in order to reach a right conclusion.  Here it is that the salesman may fulfill one of his most important duties.