Four We divide Salesmanship into four funda Factors mental factors: the salesman, the customer or prospective customer, the article to be sold, and the psychological process known as making the sale. First, more than a quarter of a century's selling and managerial experience has proved that success in Sales manship is between seventy-five and ninety per cent man; that the man must have certain qualities devel Oped or he cannot succeed. To teach a man how to sell without first developing his personality, his health, hon esty, initiative, purpose, sincerity and judgment is to send him into business without the ability to do business. So we devote considerable time to the development of the qualities which must be possessed in order to make an individual strong. A salesman must have ability and he must have confidence in that ability. Second, we study human nature. To be successful an individual must know human nature. He must know how to chart the tides and currents of thought, feeling and desire, or the Ship he is sailing will strike the rocks and Sink. Third, the salesman must know his goods and he must know them thoroughly whether he is' Selling pins or pianos, real estate or religion, education or eatables. Fourth, he must understand the mental processes through which the mind is taken while a sale is being made. He must know how to get the attention, how to interest his prospective buyer, how to convince him, him to arouse his desire, and how to close the sale.