Personality in salesmanship is that force of mind which inspires belief. - Salesmanship is the science and art of influencing the mind through the five senses. The number of senses that can be played upon depends on the line or article to be sold. A wine merchant or salesman can play upon all five senses. The sense of Sight is played upon by the mer- chant's or salesman's manner, expression, gestures, and the color of the wine. The sense of Smell by the bouquet and flavor of the wine. The sense of Taste by the sweet or sour taste of the wine. The sense of Feeling by the generous warmth imparted by the wine to the Feeling. The sense of Hearing by the salesman's voice and argu- ment. The dry goods salesman can only play upon three of the senses. The Sight by himself and his samples. The Feeling or Touch by letting the buyer handle his samples, and Hearing by his voice and argument. The salesman selling from a cataloo-ue. or who is selling anything of which no sample is shown, can only play upon Sight and Hearing, but to the expert this is enough. -5- Operating upon the sense of Hearing is by far the most important, for through the Hearing a salesman can persuade the mind that the other senses are mistaken in their perceptions, or that the consensus of opinion favors the direct opposite of what the mind conceives. The style of argument and the kind of reasoning to be used must be determined by the proposition the salesman is selling, and by the character of the buyer. This will be shown when the different types of buyers, and the building of the sales argument is taken up. Continuing with the Hearing we still have the voice, and the pitch and tone of the voice used is often half the battle. The voice can be trained to become so strong and forceful that its very force carries conviction to the mind of the hearer. It can be trained to become so even, and matter-of-fact, that its very tone suggests truth, and the mind of the hearer unconsciously adopts the suggestion that the proposition is entirely as represented. The voice can be trained to become so subtly soft and low that it deadens the resistance of the brain like a sooth- ing narcotic. I will give illustrations of the dififerent voices, taken from my own experience, but it is first necessary to ex- plain to the reader what the mind is and part of its work- ings. The three regions of mind are Emotion, Intellect and Volition. Emotion is any agitation of mind, or excitement of sensibility. It is what is commonly called the feelings. -6- Intellect is that region of the mind that receives and com- prehends the ideas communicated to it by the senses. It is the region of the mind that understands and thinks. Volition is the Will. The emotions are the natural impulses of the mind. The intellect acts as a guard upon the emotions. If the salesman wishes to play upon the emotions he must first penetrate the intellect. Any experienced buyer knows that to allow the emo- tion of interest to become intense soon leads to the emotion of desire, which unduly influences his judgment, and he guards against it as much as possible. A sale may be made by dealing with the intellect and will only, or it may be made by dealing with the intellect, emotion, and will. When the intellect and will have been dealt with the different stages that the mind passes through for the accomplishment of the sale are these : Attention, sustained attention, approbation of judgment, consent of the will. When emotion has been dealt with the stages are these : Attention, interest, desire, approbation of judgment, or disapprobation of judgment yielding to desire, consent of the will.