Project No. Four 
 
 TO ACCOMPANY 
 
 BOOK IV 
 
 eTHE UNITED Y.M.C.A. SCHOOLS 
 STANDARD COURSE 
 
 IN 
 
 SALESMANSHIP 
 
 
 
 ASSOCIATION PRESS 
 New York: 347 MADISON AVENUE 
 1922 
 
 
 
CoryRIGHT, 1920, By 
 THE INTERNATIONAL COMMITTEE OF 
 YounGc MeEn’s CurRIsTIAN ASSOCIATIONS 
 
 _— Fp. 
 
ae °’pRosECT 4 
 
 OU ARE now familiar with the Science and 
 
 Art of Salesmanship; but mere knowledge of 
 the factors and elements which are fundamental 
 in selling is not sufficient. You must use your 
 knowledge until the art of selling, or persuasion, 
 has become a habit—a part of your life, as natural 
 as talking. ‘Through habit, you acquire the real 
 art—the ability to clothe the art, or skeleton, of 
 salesmanship, so that the prospect will not see each 
 step of the method by which he is being influenced. 
 You will become an efficient salesman, using the 
 art judiciously, only as you practice what you have 
 been taught in this course, 
 
 To aid you in a test of what you ought to be 
 able to do, your final project is the preparation 
 of a complete selling-talk. In order that every 
 student may stand on an equal footing, that 
 which you are to sell is this Course in Salesman- 
 ship. You have studied it, therefore you know 
 the goods. No student of the course has an ad- 
 vantage over you in that respect. Your selling- 
 talk, then, is but a continuation of Project 3, for 
 in it you worked out two points, namely: attention 
 and primary interest. 
 
 The man you are to have in mind in writing 
 the selling-talk is James F. Merchant. He is a 
 composite of thousands of younger men, let us say, 
 
 1 
 
who have sold goods to some extent. He is fairly 
 ambitious to succeed, but must be made to see 
 the importance of developing his own personal 
 powers and of getting the accumulated knowledge 
 of selling as brought out in the course. Your ob- 
 ject is to give him complete information about 
 the course—its plan, contents, and method of in- 
 struction in a class led by an instructor. You will 
 have to convince him that the course is scientific, 
 sound, and interesting. He must know what ma- 
 terial he will receive and how, what he will have 
 to do in order to get full values out of the course, 
 and the cost. You will have to stir his full ambi- 
 tion and appeal to several buying motives. You 
 should anticipate his main objections and answer 
 them in the body of your talk. ‘Those objections 
 will probably be: 
 
 A. No time to study—too busy. 
 
 B. Have to get personal experiences, not 
 taught in books. 
 
 C. Some of the best salesmen never took a 
 course in selling. 
 
 When you have talked to him for about five 
 minutes, he will interrupt and ask: 
 
 D. ‘‘What does it cost?” 
 
 When you have finished your presentation, he 
 will offer three excuses, viz: 
 
 EK. I guess I can get on without it. 
 2 
 
F. Tl talk to some of the fellows who have 
 had it and find out what they say about it. 
 Titiiev ken takecit, 
 
 G. Let me think it over a while. Come in next 
 week, and I'll let you know what I'll do 
 about it. 
 
 What You Are to Do 
 
 1. Write ‘an analysis of your selling-talk in 
 chart form like one of those in Lesson 5, getting 
 all the points you can from them. Make your 
 chart full and complete. 
 
 2. Using this chart as a basis, write out a com- 
 plete selling-talk calculated to hold attention, 
 arouse interest, create conviction, induce desire, 
 and secure favorable action. ‘This selling-talk 
 must be logical in arrangement, with the use of 
 argument and suggestion at the proper places. 
 The plan of delivering the material of the course 
 and the price must be introduced at the right 
 moment, 
 
 3. Somewhere in the selling-talk anticipate and 
 answer objections, A, B, and C. 
 
 4. When you are about one-third through the 
 selling-talk, inject question D and answer it or 
 meet it, then go on with the talk. 
 
 5. At the close of your talk introduce the three 
 excuses, E, F, G, and write your way of meeting 
 them. 
 
Instructions 
 
 Review Lesson 5, carefully, and any other 
 lessons necessary, especially 12, 13, and 14. 
 
 Read the Instructions on page 1 of Project 1, 
 before you begin to write out your solution to this 
 project, and follow them in all points necessary 
 for this project solution. 
 
 In delivering your selling-talk, you are supposed 
 to exhibit the following material of the course: 
 Book I, Lecture 6, and Project 2. In closing you 
 are supposed to use an enrolment blank. 
 
 If you do not hand your solution of this project 
 to the instructor before the class completes the 
 course, mail it to him as soon as possible—within 
 two weeks at most. He will correct your paper 
 and mail it to you. 
 
 naw 
 
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