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IlLe Realt! Bl,ue Boak ol Cal,i.forniq.

MAsoN CasE
Publicit! Cahtuiltee,
Los Angel* Redby Boa I
152 Th Rpfltt',JBLup B^|k rl cttltftInnt

h(cuI L:tate St lesmirnshtl)

B1/ i\{asoN C,rsD

Th.e Besis of Rltsi)tcss-P.1.sotLlitl, tht S(1csn()ts

Stock in Tftdc Entltltsiu"e.|l, the XIni|s?1i)1a "Hltnrctniz-
i)tg' lrltlL Urc Ptus?ect-A,l.i.&ti.a jL al Frtllt tottats l11trtis-
Cbsrt0 ULeSde.

ALESII-{NSIIIP is the olclest nnd rnost imDoltant of comlner'-

cial arts and the basison 1rhichthe entile suDelshuctureof busi-

Its oligir dates ftom lhe fir'st s:rle, barter or cxchxnge negotiated
betlreen meD, it bcing a l:1jr assumptiorr lhat as no t\ro i divjdunts
ever-desiled to consurnnate a 1tans:lctiou \r-ith absoluteli/ equnl vigor'
it was left to th€ s:rl€srranship of the agglessor to closethc dcnl.
Among tlrns:rctioDs ol gre:lt€st I ecolded :rntiquity mny be
melliolled the exch:rDgeof a celtain g?rdclr Dlot, but as an illustrrtion
it mxy be unfor'turlate, as the tr:rnsaction pro\.ed :1 loss to one oI tlle
pArties thcreto, and evel)- good business deal should profit all Dalties.
And it is fulther lecorded thrl certnin contr.jbutirg factols to this
D:uticul*r't}ansucl.ionca not be coDdoncdby 1.hehigh ethicat sland-
alds dcrnarded of thc prescDl day 11"oi.or'.
And as the k)llg tfrin ot ages has beel glidiDg a$'ay thclc hrs
conrc do$ D a rno|e or less Lrniltellupted line oI busiDessactility, the
policiesof rvhich h.rve bcen irriliated,detelnrirledaDd difeotedb\.the
ploductior end-that of Salesnunship.
The:1r'1,ol sellirlg hrs rre\'€r.becnI egarcled:rs an exact sciencc,brl
is genelally Dracticcd iu confolmity \tith thc ideas of lhc indiviclual
Iather 1h:u along aD]' fixed plnD or nethods. The )easonlies jrthe
f , ' c r l , . ' t h . j l f l o l . . j r l , 5 r n t , I n t r o l d i r , , l 1 ' r , h rs l . . L l , . T h , .
' i , l . . ni | ' , l ^ . i ,r,.rl i"- . . | , " : . r r n.
.rnd thc f;lctorls " uwhich
' coDtlol succcss iu onc\,idurll mav be rrcl
equally iinDoltut csscltials in thc slrccessoI :rnoiher'. It is t:I.gcl.l.
n qucstiol ol Dersonnlit-v.

PersoDalit) in tuln is nu.le up of x conbiDation oll compolelt
qualilies, most ol n.hich fortunaiely rra\- be aquiled, .rrcl it is Ure
ncquisilion of tllesc conplc enUlry qualilies to the abilit-\.
of lhe plospective s:rlesman\.hich dciermirles his gellerrl :Lbility :rn.l

Thc thought should be dismissed at the lcly outset that suc

cessful salesnranshiprequites :rrl' nysterious qualific:rtions.,fhc
The Real,taBlue Boalr of Californid, 153
secr€tsof successspdng from a 'well balancedpersonalityactuated
Dynotse s€nse.
Inasmuchas the personalityof the salesmanis his stockin trade
and the commodity which he purposes to exchangefor gain or profit,
his fiIst step should be to take stock of himself just as a merchant
wDuld becomeaequaintedwith the goods he has to offer. After
this mental inventory has been made the proper proportions may
thenbe establishedbefweenthe importanceof goodhealth, honesty,
enthusiasm, persistence,resourcefulnessand tact, and those fund-
amentalsof pe$onality which may require development and
improvementmay receivethe necessaryattention.
It seenrst te to state fhe importanceof good heatth. We all
admit its value but fail to atta.chits proper impottance until we
lo8eit. Until good health becomescatching instead of disease,the
salesmanshould conserve it most assiduously,as the drive and
force behind mental traits ar.e determined by the degreeof our
physicalfibr€ and strength. And :ivith good health go the habits
of cleanlinessand neatness indispensableto every business man.
MenlalaLtirudpis directlyaffecledby health and $isdom requirps
that we preserveir in order that we enjoy the fruits of our labors
In modernbusinesswe find no dissentinsvoiceto the axiom that
honesuy is thc besr policy-it rs lhe only policy. From the srand-
pointof salesmanship we are concernedwith honestyin the irst place,
not the ethical standpoint, but becauseit pays in dollars and
sents. And those traits which make money should be easy ro
cultivate. By honestyin salesmanshipis meant not the commonor
gardenvariety of honesty which would not steal, but that honesty
whichrefusesl,otake undueadvantage. which tclls the wholeslory,
whichrefusFslo misreprescnr : rhat honpslywhich appr.eciates that
bothpartiesto a salemust pr-offtin order to be gpodbusiness. Every
salesman who has ever sold real estateunderstandsexactlv what is
meant.Everysalemuir be madeso thai l.heclientwill comeba.k. We
makemoney out of our friends. Our enemiestransact their busi-
tresswith competitors. It is estimatedthat every client honestly
teated will be the meansol producing two other clients, and the
spr-ead of the gospelof fair dealingis with the mpidily of geometrical
andnol afll,hmetrcal progi"ession.Thp lpng{hof limq requiredto build
a businessdependslargely on th€ faithful obser.vance oflhis principle.

. Enthusiasmas a .equisit€to salesmanship is as necessaryas the

mainsplingin a watch or luel in a motor. It is the clriving power,
the punch, the trait \itrich distinguishes salesmanship from order
taking. It is the salesman'smost productiveasset. With enthusiasm
heis ableto convinceand dominate;h€ is able to trample over preJu-
dice and opposition and to over.whelmall obstacles. Enthusiasm
is faiih in ^clion.and faith in acrionprod (es results.and resultspay
dividends.Enthusiasmis a posil,ivo qualily and automaticallyell,rn-
inatesthe negatives of the long fare analthe grouch. Succ€rsreserves
her smilesfor the cheerful and willing worker.
154 Th. R.alt.1t Rlrl( BooL ol QLl|larl1x1.

Persistcnce and th€ degree one possessesit, may b€ neasured by

enumerating the plans one has prepared over a given pe od and
then detennini g how many have been abandoned and how many
successfully coDcluded. One has acquired a fair amount of persist-
ence whetl "no" fiom a client alTects him to the same extent as
"doughnut" or any oUrer i elcvant or. imrnaterial expression, nor
should any ofhand opilion of anothel s: esnan as to the possibility
of selling r celtain clicnt bc Iegalded nith a y \.alue. No sllesman
becomeswise enolrgh in his d:ly:ud gener'atiorr10 stand on the side-
line and pick the buyer's.
ResourcefulDesscomes largely with expefience and deterrunes
how one will perfolm nnder fir'e. lvhcn it comes to closing the deal
it is the tlifles which crop uD unexpectedl)., the side-iights which
ha\.e a habit of tulniDg up without \\alnirg th:1t thc srlcs :rn must
be plepared to Deet successl\rlly,bec:lLtsethele is no Ulne to "look in
the book and see." Resoluce{rhess is the energcnct' trait irl sales-
manship lrnd those s:llesnei \!l o ha\.e plepaled themse]vesfor' emer-
gencies succeedby do inaling Dett]' clises and in :lpplopliating the
results to tho fultherance of thei,_o\'!r eilolts.
"HARltoNlzINc" wtTH THE PRosPDcr
And finally, tact, which deter-minesour ability to harmonize with
people,to gain their attention and their respect, as pu_ospects
buy when
they believe in the salesnan And whal he hns to sell, a rl the propet'
cultivation of this admimble and necessaly quality leads to the first
step in handling the prospect, that of gainiDg his confideDce.
Granting no !v that the sales an has acquired the necessarytraits
of personality and developed thenr into the proper- balance and work-
ing older', it requiles onl). that they be ploperly alranged and
adjusted on every occasion throlrgh expeliercc and a liber'al applica-
tion of commoD sense.
In salesmanship thele is orly onc lule lhele ar,e lro r'ules-
The judgmeDt with which the salesman governs his actions and his
science in malshahDg his qualifications of personality will determine
his successin selling.
While there are no rules the'-e are, nevcrthcless, certain funda^
mentals of x'hat to do aDd ivhat to leava undone which should be
followed in selling r€al estate and their particular application is
indispensableto success.
After having sold your o\l'lr persoDality to your plospect and
ha\'ing gairled his coDfidence,the next and nost ratulal procedure
is to set about cleating in the nlind of youl plospcct the desile to buy.
A plospect bur-s l.eal estate, not :!s so nluch ground, or dirt, or brick,
or stone, but the pictule one develoDsiD his nlind of what he believes
he wants to buy. It is a mental and not a physical procedule. While
a property of certain dimensions with certain inDrovenents may be
what is concletely transfelled in a sale, the lc:rl impclling force
behind the conclusion of the sale is entilelv a mental one.
Fixed methods of handling a prospect should naturally be
avoided, as there .rr€ celtainly As nany different wat,s to closea dcal as
The RealtaElue Boahof Cdlilornia 155

there are prospects multiplied by the varying methods of the parhc-

ular salesman handlingthe clien{.
All negatives should usually be m€ntioneal at the very outset irl
ordeT that their importance may be discounteclin sdvance enal al€o
that they may not be unintentionally overlooked under the stress bf
sellingand the pressureof closing.Closingargumentsusualiyrequire
4I thrt can be favorably said. Therefore,the whole story shouidbe
told, the good with the bad, but by telling the bad fir'st, wher the
saleis made. t}|e salesmanhas also maalea frienil.
Plenty of courage is esscntial. The fear of lurking disaster'
someshadowof impending calamity and tllat panicky feeling as the
dealis ready to close,should be eliminated as far as possible. Happily
fear disappea$ through experience. One of the best salesmenwho
hss ever left a printed word of encourag€mentancl advice wrote that,
'llt weie easier to teach twenty what were good to be done than to be I
one oi the twsnty to follow his own teaching." Few of us have
€scapeilfear in some form, particularly in the beluning of our
endeivors,and fear accountsfor more failures on ihe palt of the
novicethan any other one thing. The most commonantialote for fear,
whenclosinga sale,seemsto be to keep on talking, jt being po$ibly
$ought that the soundof our own voicemay bolster up our courage
aDdhide our lack of it. Few salesmenever come to a proper appre-
ciationof the value of silence,this being perhapstoo much to expect
ir our line of activity, The fact remains that the strongest punch in a
elositg argument is not the conversation,but the silencefollowing
s bdef point well made.
If there be any question it is better to try and close a deal too
aool thal to over wait. The hill is steeper on the other side once you
haveqoneover the top. Ask and be refusedi I only to ask again. No
realb-uyerhas everbeenlost by talkrng about monpyto him. but much
time is lost to salesmen and their organizations by wasting time on
imDossible who were not early
canvassed in order io pstab-
lirti ttreir airit;t! to buy if other conditionswere salisfactorv.
Th€ wise salesmannever argues w-ithhis prospect,as arguments
Dmvenothins bul do lose fripndship in the making. lf your client
iaysblackis white,perhapsil may be throughhis eyes. Inasmu'has
youate not discussing a colorchan bul are elrdaavoring to clospa
iole,a reasonable ansser fo his stalFmpntwould be a referpn.p lo ihe
' of vour endeavor and not his.
AJter the salp is concludedjt shouldbe clinchedbcyondthe per-
{dventure of a doubt by cultivating your client's friendship and
!€causeyou analhe have orly begun to be of value and seNice to each
And finally, this wonderful businessof real estatesalesmanship
be marie Iot only our work but our recreationand play as
ll. It is admirable and constructive work and will merit whatever
honesty,intellig€nce and cheerful €ffod is put into. it and-bv mak-
it ouiolay a.swell as oLrrbusinesswe achievehappjness.for unless
g€t oui happinessand play out of our work as we go along most
uawill neverknos. what happinessmeans.