The Psychology of Salesmanship: A Modern Edition

by William Walker Atkinson

In its phase of Salesmanship, the study of human nature along the lines of psychology, becomes a science. From the first to the last Salesmanship is a psychological subject. Every step in the process of a sale is a mental process. The mental attitude and mental expression of the salesman; the mental attitude and mental impression of the customer; the process of arousing the attention, awakening curiosity or interest, creating desire, satisfying the reason, and moving the will—all these are purely mental processes, and the study of them becomes a branch of the study of psychology. The display of goods on the counters, shelves, or windows of a store, or in the hands of the salesman on the road, must be based upon psychological principles. The argument of the salesman must not only be logical but must be so arranged and worded as to arouse certain feelings or faculties within the mind of the prospective buyer—this is psychology. And finally, the closing of the sale, in which the object is to arouse the will of the buyer into final favorable action—this also is psychology. From the entrance of the salesman to the final closing of the sale, each and every step is a psychological process. A sale is the action and reaction of mind upon mind, according to well established psychological principles and rules. Salesmanship is essentially a psychological science as all must admit who will give to the subject a logical consideration. To those who object to the term "psychology" because of its newness and unfamiliar sound, we do not care to urge the term. Let such cling to their old term of "human nature," remembering however that "human nature" is essentially mental. A dead man, a man asleep or in a trance, or an idiot, manifests no "human nature" in the sense the word is generally used. A man must be alive, wide awake, and in possession of his senses, before he is able to manifest "human nature," and before his "human nature" may be appealed to according to the well-known principles. "Human nature" cannot be divorced from psychology, try as we may.We do not for a moment wish to imply that Salesmanship is entirely dependent upon a knowledge of psychology. There are other factors concerned. For instance, the salesman must possess a practical knowledge of his goods; of the seasons; of the trend of fashion in relation to his line; of the adaptability of certain goods for certain sections. But, waiving for the moment the point that even these are concerned with the mind of people at the last, and admitting that they may be considered as independent of psychology, all of these points will avail nothing if the salesman violates the psychological principles of the sale. Give such a man the best goods, of the best house, with a thorough knowledge of the requirements of the trade and the goods themselves, and send him forth to sell those goods. The result will be that his sales will fall below the mark of a man far less well equipped in other respects but who understands the psychology of salesmanship, either intuitively or else by conscious acquirement.Inasmuch as the essence of Salesmanship is the employment of the proper psychological principles, does it not seem imperative that the salesman should know something of the Mind of Man—the instrument upon which he must play in plying his vocation? Should not the salesman possess the same kind of knowledge of his instrument as does the musician, the mechanic, the artisan, the artist? What would be thought of one who would expect to become an expert swordsman without a knowledge of the principles of fencing, or of one who would expect to become a boxer without mastering the established principle of boxing? The instruments of the salesman are his own mind and the mind of his customers. He should acquaint himself thoroughly with both.

222 pages, Paperback

First published May 1, 2006

About the author

Pseudonyms: Theron Q. Dumont, Yogi Ramacharaka, Swami Bhakta Vishita & Swami Panchadasi

William Walker Atkinson (December 5, 1862 – November 22, 1932) was an attorney, merchant, publisher, and author, as well as an occultist and an American pioneer of the New Thought movement. He is also known to have been the author of the pseudonymous works attributed to Theron Q. Dumont, Swami Panchadasi and Yogi Ramacharaka and others.

Due in part to Atkinson's intense personal secrecy and extensive use of pseudonyms, he is now largely forgotten, despite having obtained mention in past editions of Who's Who in America, Religious Leaders of America, and several similar publications—and having written more than 100 books in the last 30 years of his life. His works have remained in print more or less continuously since 1900.

William Walker Atkinson was born in Baltimore, Maryland on December 5, 1862, to William and Emma Atkinson. He began his working life as a grocer at 15 years old, probably helping his father. He married Margret Foster Black of Beverly, New Jersey, in October 1889, and they had two children. The first probably died young. The second later married and had two daughters.

Atkinson pursued a business career from 1882 onwards and in 1894 he was admitted as an attorney to the Bar of Pennsylvania. While he gained much material success in his profession as a lawyer, the stress and over-strain eventually took its toll, and during this time he experienced a complete physical and mental breakdown, and financial disaster. He looked for healing and in the late 1880s he found it with New Thought, later attributing the restoration of his health, mental vigor and material prosperity to the application of the principles of New Thought.

Some time after his healing, Atkinson began to write articles on the truths he felt he had discovered, which were then known as Mental Science. In 1889, an article by him entitled "A Mental Science Catechism," appeared in Charles Fillmore's new periodical, Modern Thought.

By the early 1890s Chicago had become a major centre for New Thought, mainly through the work of Emma Curtis Hopkins, and Atkinson decided to move there. Once in the city, he became an active promoter of the movement as an editor and author. He was responsible for publishing the magazines Suggestion (1900–1901), New Thought (1901–1905) and Advanced Thought (1906–1916).

In 1900 Atkinson worked as an associate editor of Suggestion, a New Thought Journal, and wrote his probable first book, Thought-Force in Business and Everyday Life, being a series of lessons in personal magnetism, psychic influence, thought-force, concentration, will-power, and practical mental science.

He then met Sydney Flower, a well-known New Thought publisher and businessman, and teamed up with him. In December, 1901 he assumed editorship of Flower's popular New Thought magazine, a post which he held until 1905. During these years he built for himself an enduring place in the hearts of its readers. Article after article flowed from his pen. Meanwhile he also founded his own Psychic Club and the so-called "Atkinson School of Mental Science". Both were located in the same building as Flower's Psychic Research and New Thought Publishing Company.

Atkinson was a past president of the International New Thought Alliance.

Throughout his subsequent career, Atkinson wrote and published under his own name and many pseudonyms. It is not known whether he ever acknowledged authorship of these pseudonymous works, but all of the supposedly independent authors whose writings are now credited to Atkinson were linked to one another by virtue of the fact that their works were released by a series of publishing houses with shared addresses and they also wrote for a series of magazines with a shared roster of authors. Atkinson was the editor of a

Reviews

[Trey · Rating 3 out of 5]

This book was a bit racist at times. They make mention of 'darkies' which I thought was pretty offense but if you can get past the racism it is a pretty informative book.

[John · Rating 5 out of 5]

Fantastic Book!