goods of
sale.

[Sidenote: Sales Knowledge Universally Needed]

This brief summary of the principal essentials of sales knowledge has
been outlined in order to impress on you the practically _universal need
for a better understanding of the selling process_. Certainly you are
convinced now that it will pay _you_ to know HOW to sell. Then let us
look next at _yourself_ in a different light--as a subject of study in
sales-_man_-ship.

CHAPTER II

_The Man-Stuff You Have For Sale_

[Sidenote: The Man Sales-Man Ship]

Your _knowledge_ of sales principles and methods, and your _skill_ in
selling ideas must be combined with right sales-_manhood_ if your
_complete_ success in sales-man-ship is to be made certain. Particular
_man_ qualities are necessary to make you a master _salesman_ in your
chosen field. "A good man obtaineth favor." So we will study now the
elements of character required for the most effective sales-_man_-ship,
and how to develop them.

We shall not consider "Man" in the abstract, nor exceptional ideals of
manhood. Our thought of the sales _man_ will be concentrated on
qualities _you_ have or can develop, that are necessary to make _you_
most efficient in selling ideas about _yourself_.

Some radical _changes_ in your present character may be required. But
you will need principally to _grow_ in order to attain the full stature
of sales manhood that is necessary to gain complete success. If your
manliness is dwarfed now, you cannot succeed largely in selling true
ideas of your best and biggest capabilities, until you rid yourself of
the character faults that are stunting your growth as a sales _man_.

[Sidenote: The Little Man Out-of-Date]

Realize at the outset that the time has passed forever when the _little_
man, with the narrowly selfish outlook for "Number One," might succeed.
The demand of the future will be, however, not so much for BIG men as
for big MEN. The world no longer looks up to Kaisers and Czars. Success
has ceased to be merely a towering figure. Hereafter the one sure way to
succeed will lead through the door of _brotherly understanding of the
other fellow_, into the _common heart of mankind_. Only sales_man_ship
can open that door with certainty.

We are entering a new business era, where the old individualistic
methods of attaining so-called "success" will be worse than useless.
Many of them even now are forbidden by law. All the practices of the
"profiteer" and hi