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Birth of a Salesman Walter A. Friedman Birth of a Salesman The Transformation of Selling in America HarvardUniversityPress Cambridge,Massachusetts,andLondon,England • 2004 Copyright©2004bythePresidentandFellowsofHarvardCollege Allrightsreserved PrintedintheUnitedStatesofAmerica LibraryofCongressCataloging-in-PublicationData Friedman,WalterA.,1962– Birthofasalesman:thetransformationofsellinginAmerica/ WalterA.Friedman. p.cm. Includesbibliographicalreferencesandindex. ISBN0-674-01298-4(alk.paper) 1.Salesmanagement—UnitedStates. I.Title. HF5438.4.F752004 381′.1′0973—dc22 2003065235 To my family Contents Prologue, 1916 TheFirstWorld’sSalesmanshipCongress 1 Introduction TheScienceofSelling 4 1 Hawkers and Walkers TheIndependentPeddler 14 2 Selling Ulysses S. Grant TheArtoftheCanvasser 34 3 Forging a National Marketplace TheTravelingSalesman 56 4 Fifty-Seven Varieties SalesManagersandBrandedGoods 88 5 The Pyramid Plan JohnH.PattersonandthePursuitofEfficiency 117 6 Salesology Psychologists,Economists,andOtherSalesExperts 151 7 Instincts and Emotions WalterDillScottandtheBureauof SalesmanshipResearch 172 8 A Car for Her SellingConsumerGoodsinthe1920s 190 9 Selling Salesmanship PublicRelationsandtheGreatDepression 225 10 Beyond Willy Loman AmericanSalesmanshipToday 255 Appendix 271 IllustrationCredits 333 Notes 273 Index 335 Acknowledgments 331 Prospect:“Myoldcarisworthatleast$100.00morethanyou offerme.” Salesman:“Youroldcar,Mr.Prospect,hasgivenyoualotof pleasureandservice.Youarethoroughlyfamiliarwithitscon- ditionandIcanunderstandhowitmayappeartoyoutobe worthmore.Butthepriceofausedcar,justlikeanythingelse, isdeterminedbythedemandforit.Itisimpossibletooffer youmoreforyouroldcar,muchaswewouldliketodoso, butwecanofferyoumanyqualityfeaturesthatcannotbe duplicatedinanyothercaratornearthepriceofanew Chevrolet.”(Showhimfeaturesandaskfortheorder—often.) FromGeneralMotors’ SellingChevrolets:ABookofGeneral InformationforChevroletRetailSalesmen (1926)

Description:
In this entertaining and informative book, Walter Friedman chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by pe
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367 Pages·2005·1.02 MB·English
by  Walter A. Friedman
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Birth of a Salesman Walter A. Friedman Birth of a Salesman The Transformation of Selling in America HarvardUniversityPress Cambridge,Massachusetts,andLondon,England • 2004 Copyright©2004bythePresidentandFellowsofHarvardCollege Allrightsreserved PrintedintheUnitedStatesofAmerica LibraryofCongressCataloging-in-PublicationData Friedman,WalterA.,1962– Birthofasalesman:thetransformationofsellinginAmerica/ WalterA.Friedman. p.cm. Includesbibliographicalreferencesandindex. ISBN0-674-01298-4(alk.paper) 1.Salesmanagement—UnitedStates. I.Title. HF5438.4.F752004 381′.1′0973—dc22 2003065235 To my family Contents Prologue, 1916 TheFirstWorld’sSalesmanshipCongress 1 Introduction TheScienceofSelling 4 1 Hawkers and Walkers TheIndependentPeddler 14 2 Selling Ulysses S. Grant TheArtoftheCanvasser 34 3 Forging a National Marketplace TheTravelingSalesman 56 4 Fifty-Seven Varieties SalesManagersandBrandedGoods 88 5 The Pyramid Plan JohnH.PattersonandthePursuitofEfficiency 117 6 Salesology Psychologists,Economists,andOtherSalesExperts 151 7 Instincts and Emotions WalterDillScottandtheBureauof SalesmanshipResearch 172 8 A Car for Her SellingConsumerGoodsinthe1920s 190 9 Selling Salesmanship PublicRelationsandtheGreatDepression 225 10 Beyond Willy Loman AmericanSalesmanshipToday 255 Appendix 271 IllustrationCredits 333 Notes 273 Index 335 Acknowledgments 331 Prospect:“Myoldcarisworthatleast$100.00morethanyou offerme.” Salesman:“Youroldcar,Mr.Prospect,hasgivenyoualotof pleasureandservice.Youarethoroughlyfamiliarwithitscon- ditionandIcanunderstandhowitmayappeartoyoutobe worthmore.Butthepriceofausedcar,justlikeanythingelse, isdeterminedbythedemandforit.Itisimpossibletooffer youmoreforyouroldcar,muchaswewouldliketodoso, butwecanofferyoumanyqualityfeaturesthatcannotbe duplicatedinanyothercaratornearthepriceofanew Chevrolet.”(Showhimfeaturesandaskfortheorder—often.) FromGeneralMotors’ SellingChevrolets:ABookofGeneral InformationforChevroletRetailSalesmen (1926)

Description:
In this entertaining and informative book, Walter Friedman chronicles the remarkable metamorphosis of the American salesman from itinerant amateur to trained expert. From the mid-nineteenth century to the eve of World War II, the development of sales management transformed an economy populated by pe
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