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Address of David R. Forgan President of Chicago Commercial Association, Delivered at the International Live Stock Exposition
THERE was a time in the early acknowledge our dependence on the live
history of this country when stock industry, and to cordially welcome "Independence" was the greatest you, its representatives, to this great
word on the people's lips; the city which you and we together have greatest thought in their minds, the made great and world-renowned. greatest desire in their hearts. But We congratulate you on representing through the unconquerable spirit of the the greatest single interest in the counAmerican people that thought and desire try. According to the estimates of the became a glorious reality never again last census there are 150 million head to be questioned. Today another word of live stock in this country valued at representing a different thought, but one over $3,000,000,000. What that means of equal importance to the nation, is not to a banker like myself is clearer, when as clearly in the minds and hearts of I reflect that the entire stock of money the people as it ought to be. That word in the country, paper and metallic, in is “Interdependence." Not until that banks, in the U. S. Treasury, in the word is better understood by the various pockets of the people, and hid away, all sections and classes of this great people combined, is not nearly enough to buy will the unrest that is the chief char- or pay for these animals. Over 16,000,acteristic of the hour give place to the 000 head is annually received at the peace and contentment which ought to Union Stock Yards of this city, and follow our unrivaled prosperity. When their value is about $300,000,000. What the interdependence of the great city and that means will be clearer to you grain surrounding country, of the manufac- men, lumbermen and wholesale dry turer and the consumer, of the railroad goods men, when you reflect that it is and the shipper, of the capitalist and the more actual value handled than the laborer, is better understood and more value of your three great lines of trade fully recognized, it will be a happy day in Chicago combined. The relation of for the country.
this great industry to the continued “No man liveth unto himself," the growth of Chicago is vital. Bible tells us, and if that is true in the Over ten per cent of our population moral sphere, it is eminently true in gets its living directly from the Union the business world. All modern busi- Stock Yards, and perhaps as many more ness is interdependent. The question is indirectly. Anything, therefore, which often asked, "how long is this business affects this great industry, whether adprosperity going to last?" and the versely or favorably, vitally affects answer which goes nearest to the heart every phase of our commercial and of the matter is “just as long as the financial life. If it is attacked Chicago agricultural interests are prosperous," should at once assume the defensive. for the crop raiser and the stock raiser If injustice is attempted towards it Chiare at the foundation of the entire struc- cago should be indignant. If it is lied ture. Tonight, therefore, the Chicago about Chicago should denounce the Commercial Association, composed of liars and fight for truth and fair play. 1,300 commercial houses-comprising On the other hand, Chicago should enpractically all the business interests of courage, endorse and support every this great city—comes here to gratefully agency looking to the improvement of the conditions surrounding the industry, this magnificent and truly International and the betterment of its product. Live Stock Exposition where the re
I know very little about the business sults are displayed, and where the best of breeding and feeding stock, and you incentives to competitive excellence are will not expect me to enlighten you on furnished. the subject. Indeed, like many others. The wide difference in price and profit I give but a daily glance at the news between scrub stock and the improved paper headlines referring to this great breeds of live stock, and the folly of market. By these I am sometimes given raising the former when it costs no more the startling information that “Sheep labor or expense to raise the latter soar skyward," or the more ordinary should be impressed upon the farmer news that “Cattle are dull," which I and breeder in the most forcible manner. have always thought they were; or I No more effective means of doing this learn that “hogs decline”—which in could be found than this great annual view of what you do to them here is display of what is best in that line from just what I would expect, and I don't all the world. blame them a bit for declining.
The men who subscribe to this ExBut a man need not know much to position, those who work hard for its know that everything is a science when success, and the exhibitors, especially you go into it. Our population will those from foreign lands, all deserve the increase, but our area of cultivation thanks of this city and of the country at cannot expand proportionately. It large. stands to reason, therefore, that the Speaking for the business interests of only hope of the future is in the study Chicago as represented by the Chicago of the science of increasing both the Commercial Association, it is my priviquantity and the quality of the corn lege to cordially welcome you to our and the grass, and of the animals which city, to bid you Godspeed in your great are fed by them. And so today we and important work, and to assure you have our Agricultural College where that we are with you, heart and soul, our young men are taught scientific in all that tends to advance our mutual farming and stock raising, and we have interests.
Piccolo Points on Preparation in Salesmanship
By W. N. Aubuchon (Piccolo)
en one elessly ethie to muita
IT is said that "Reason is instinct in How often a strong argument comes
the making." At any rate most of to the mind when one is not with the that which we think at a given mo- customer and how carelessly the sales
ment, or of what we say, is prompted man permits the useful thought to fit by an instinctive and instantaneous ad- by without registering it. If he would justment of our accumulated store of merely write it out at the moment in ideas, to the solution of the questions a memorandum book, it would be imat issue.
pressed upon his mind and become an We do not have time, on the in- available part of his stock. stant, to reason deliberately. To bring “Too much trouble. I prefer to rely to a perfect state, this quick acting in- in the ordinary manner upon my memstinct or intuition on which we must ory." But memory is a treacherous rely at every turn when prompt de- servant, unless it is bound by hard and cision is demanded of us in salesman- fast terms in the contract. We do not ship, there is required that we fill the remember enough of the right kind of mind with pertinent facts and reasons argument, and failure is so often due beforehand.
to forgetting the right thing to say at This is the work of the hours when the right moment, that it is time we we are not making direct application of waked up to the need of binding our our intuitions in answering questions, memory to serve us properly. displaying merchandise, and offering ar- Is it worth ten days close study of gument.
a proposition, to be able to sell during No opportunity which will afford an the next ten days as much as we would addition to our knowledge of human ordinarily sell in three months? I nature and merchandise, or the art of think so. salesmanship, should be permitted to I always find that I can talk up a pass without drawing from it all the proposition to a buyer more smoothly. material possible. "The man who knows earnestly and convincingly after I have the maxims of law, knows law.”.
given time and thought to elaborating No man is so capable of meeting op
an advertisement or a booklet dealing position, and overcoming it as the man
with it. who has thought out the problem long
In writing it out, there is a need before, has viewed it from all sides, of discriminating
of discriminating between the important and in his own mind raised objections
and the unimportant features of the merand answered them.
chandise. There is need of explaining The very best plan for the salesman,
its values, its advantages, of showing is to take a pen and write out his
in plain words how and where it can be thoughts pertaining to the subject. Some
sold at a profit. men will be surprised at the really poor
The uninformed and ill-prepared salesshowing they will make of their knowl
man expends too much time on the unedge, when it is put down on paper. Where they imagine that what they
important features and is likely thereby, know of their merchandise and of sell- to completely lose the thread of his ing goods will fill a book, they find argument. He either forgets the imthat one small page is about all they portant parts or neutralizes their efcan get together.
fect by tiring the customer.
Nearly every proposition has its few "All this rot about salesmanship makes vital points. The salesman should, as me weary anyway. It is written by a much as possible, confine himself to lot of fellows who have nothing to do these and to supporting argument. but gather up and print stuff of some
Perfected intuition is perfected art, thing they don't know anything about." and by studious development of the in- Has it made the salesman think? Think tuitive, a salesman can arrive at the more and better than before? Yes. Then highest point in skill of which he is what matter who writes it if it has capable. Intuition is not all a matter helped the salesman who reads it, and of heredity. Nearly every salesman re- it has !! peats his mistakes again and again. This A man's character is made up of what shows thoughtlessness. It shows that he approves. If the salesman is too his mistakes were either not known to tired to think, then he should welcome him as such, or had not been analyzed. the aid of the man who will think for A mistake is a benefit only when it has him, and let him approve or disapprove. been given intelligent attention after S o when an employer does a little it has been made.
thinking in his leisure and writes the It is not necessary to know all the salesman his views or instructions, mistakes we can make before choosing should the salesman not consider the a course, but it is necessary at least to fact that the employer has had more know that the one we choose is not time to think than he? Why not profit altogether a mistaken one.
by the work of the man who has time We cannot inform ourselves from to become an expert in his business of within, on all matters, we must gain thinking? our knowledge from without. We can- The salesman will say that he is thinknot, in the nature of things be our own ing all the time. But he is half doing educators, but must obtain our educa- it. If he is doing it right, let me say, tion from others and from our contact he is also selling a lot of goods, because with our surroundings. We know noth- right thinking will lead to right acting whatever "out of our own heads." ing and skill. If he is thinking right,
Many salesmen, serving the thought he doesn't need so many reminders as that they "know what they know," of he receives from his house, because their own power of reasoning, and giv- there is nothing in the world that will ing no credit to the real forces oper- shut off instructions from the house ative for their education, absolutely shut so quickly as an abundance of orders the doors of their mind against improve- sold at the right price. ment.
“But why tell us all this? We know This is the cause or one of the causes it now, it doesn't help to sell our goods." for such a large percentage of ineffect. Yes it does. It will do it if it merely iveness among salesmen. They are like makes you think, or know that there is the old farmer, "a good fellow but some- something to think about. It will help what 'sot in his ways."
wonderfully if it causes you to catch Of course the customer is ‘sot' too, and make a record of your valuable but if the salesman is as slow as the ideas as they go flitting through your customer there is no hope for him. mind, when you are leaning back in
A man must be a little ahead of his your chair or are at the table or on the trade to accomplish the best for himself. cars.
“I am too tired to give thought to It will help if it stirs you up to an such things when I have finished my effort to write a treatise on real salesday's work." Then make it a part of manship based on your own experience the day's work.
just to show the fellows who are now
writing that they don't know anything worst sort, but it has got to be done about it.
and should be done before a man goes Many a man has been indebted to a out on the road, instead of taking lesfortunate phrase for his greatest suc- sons after he goes out at the expense cess. The phrase may express the of hotel bills, the customer's patience, clinching ideas in a manner that will and the employer's charity. arouse a whole series of activities bene- Now suppose a salesman in reading ficial to the salesman.
this, acquires a thought about thought, How is he likely to find this fortu- how it springs into being by being born nate phrase, this lucky joining of words ? of another thought. Can he not use By reading matter bearing upon his the idea as an argument with his cuswork.
tomers? If it is of value to the salesPreparedness in salesmanship is less man it will be of value to the custoin the line of merchandise than in the mer. ability to properly present it. Thought S uppose a salesman is aroused to a stores enable a man to display ability. belief that there is something in the If he wants thought he must seek where word salesmanship besides twelve letthought is recorded.
ters, will he not begin to assemble his Nothing can come from motion but own experiences for review with the another motion; and from a thought but purpose of learning their real value? another thought. Thought isn't grown If he becomes more expert it will be spontaneously. It only grows from sced because he becomes a better observer, thoughts well cultivated.
and when he gets into the habit of makThe unconscious motive in all action ing observations carefully, he also acis to seek pleasure and avoid pain. The quires the habit of teaching his cussalesman can arrive at the point of tomers what he learns. This method of real pleasure in selling merchandise on- giving customers the benefit of obserly by enduring a certain amount of in- vation is good salesmanship. It arouses itiatory drudgery and pain.
the customer's interest in the personalLearning the minute details of many ity of the salesman and this meanslines of merchandise is drudgery of the more than half the battle.