How to Sell Through Speech 1000002338

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HOW TO SELL THROUGH

SPEECH


8/156

By

GrenviUe

KJeiser

faiBinliiMi

and

T*fi*f(T

Boir

to

Boild

MmmbI

Fonror

Bow

to

Derdop

Sdf-Confidfaneo

ia

Spaocfc

mad

Hov

to

Road

and

DeeUm

How

to

^Mk

in

Public

How

to

Develop

Power

end

Penonelitj

ia

Speddag

Cteat

Speeches

end

How

to

Meko

Them

How

to

Axfoe

and

Win

^

HnauMooa

Hita

and How

to

Hold

an

Aadienea

Conplete

Guide

to

Ptablio

SpeaUng

w

Talka

on TaUdttg

Fifteen

Thouaand

Uaelnl

Phraaea

-

The

World'a

Great

Sennona

Mall

Gouxae

in Public

Speaking

Mail

Gooxac

in

Practical

Engliah

Bow

to

Speak

Without

Notea

''

SonetUnf

to

Saj:

How

to

Saj

It

-'

Snceaaainl Methoda

of

Public

Speaking

Model

Speechea

for Praetiae

The

Training

of

a

Public

Speaker

Bow

to

Sell

Thioiigh

^eech

Ifl^noaaptn

SpeedMa:

How

to

Make

Than

Wofd'Power:

How

to

Deraiop

It

Cbiiat:

The

Maatar

Speaker

Vital

Eagliah

for

Speakaia

and

Wtiian

71

(

.


9/156

How

To

Sell

Through

Speech

BY

GRENVILLE KLEISER

Farmert/y

Inttruetor

in

PubHe

Bpeakkig

at

Yale

DMmMw

School,

Yale

University,

Author

of

How to

Spoah

in

PubUo,

Great

Bpeeohee

and

How

to

Make

Them,

Complete

Quide

to

PuhUe

Bpeak-

ing,

How

to

Build Mental

Power,

^'Telke

on

Talking/'

ate,,

ate.

,4 ^

M

# I*

-

*

d

#

a

'

^

.

s a

: .

*

FUNK ft

WAGNALLS COMPANY

NEW YORK AND

LONDON

1920

v

%^


10/156

r

t

-

T'* ^

'JT'^''

V-r^V'

386755A

A^-^Orj,

LEr fOX

AND

TILDJSN

FOUKJDATION8

H

1028

X,

COPTRIGHT,

1920,

BT

ORBNVILLB

KLBISEB

[Printed

in

the

United States

of

Atnerien}

Published, FebruaiT

1020

m'm

*

.

T

*

:'

Copyright

Under

the

Articles

of the

Copyright

CosTentioii

ot the

Pan-American

Bepnblics

and

the United

States,

Augast 11,

1910


11/156

PREFACE

The

business

man

is

not

the

only

person

interested

in

the

subject

of

salesmansmi);|k;Pi'a^^

every

one

has

i

something^'^w'

Sell,

whether

it

be

mer-

^

chandise,

talent,

skill,

experience,

or

service.

This

book

embraces

practical

talks

to

the

salesman,

business

man,

lawyer,

preacher,

and

others,

but it

is confi-ently

believed that the

suggestions

addrest

to

one

class

will

be

of

practi-al

value

to

business and

professional

men

generally.

A

salesman,

in order

to be

highly

successfulfSnust

have the

ability

to

talk

welJ.TvA

pleasant

speaking voice,

an

^^

n^e.

an

ade,...e

vocbu-

_^

lary,

and

facilily

in

expressing

his

ideas

X


12/156

PREFACE

clearly

and

convincingly

^these

are

in-ispens

to

his

greatest

success.

Modem

salesmanship,

based

primar-ly

on

common

sense,

demands

the

high-st

qualifications

and

efforts

on

the

part

of

the

salesman.

The

chief

purpose

of

this

book

is

to

stimulate

and de-elop

the

best

resources

of

the

man or

woman

who has

something

to

sell

through speech.

GbBNVILLB

KTtETBBE.

New

York

City,

August,

1919.

fi


13/156

CONTENTS

*

The

Salesman 11

The Business

Mak

33

The

Lawyeb

59

The

Woman

Speaker

83

The Pbeaoheb

^

115

Ttt

L._...


14/156

1


15/156

THE

SALESMAN


16/156

n

I


17/156

r

^

i

THE SALESMAN

There

are

certain

personal qualifica-ions

for

successfnl

salesmanship

which

are

generally

recognized

by

the

busi-ess

world. For

convenience

these

may

be

epitomized

in the

word

'

'personal-ty/'

/

PERSONAL

QUALIFICATIONS

^

^A desirable

personality

embraces

among

other

things,

proper

attire

and

appearance,

poise,

self-confidence,

tact,

courtesy,

sincerity,

n

ingratiating

man-er,

a

good

speaking

voice,

and

the

faculty

of

attentive

silence.

Obviously,

therefore,

the

development

of

person-lity

is of

extreme

importance

to

any

man

desirous

of

achieving

success

in

salesmanship.

11


18/156

)

HOW

TO

SELL

THROUGH

SPEECH

/\

The

man

of

well-developed

person-

laHtjr

ommands

attention and

respect

.

wherever he

goes.-^His

speech

and

manner are

passporis^to

uccess. ifrHe

has taken

pains

to

master

himself

oe-

f

ore

attempting

to

influence

other

men.

j(Hi^

self-reliance

is based

upon

prac-

^

*

Itiqal

knowledge.

/ ,,

^/

,^

/

e

x^

-

^/

'

/Intelligent

optimism

is

one

of

the

,

greatest

assets

of

a

salesman.

The

man

who has

well-established

reasons

for

believing

in

himself

and

in

the

article

he has

to

sell

will have

little

diflSculty

n

securing

business.

.*.

Cheer-

fulness

is

an

attractive force which

suc-essful

men use

to

the

best

advantage.

^VThe

salesman should

give

special

attention

to

his

personal

appearance.

Well-cut

clothes,

immaculate

linen,

clean-shaven

face,

polished

shoes,

clean-iness

of

body^

these

are

indispensable

to

making

a

favorable

impression

upon

12


19/156

THE

SALESMAN

other

men,^

These

outward

signs

indi-ate

the

taste

and

character

of

the

man

himself.

-^he

old

saying,

that

**

Nothing

suc-eeds

like

success,

is

still

true.^When

a

man

elects himself

to

the class

of

progressive

men

^by

intelligent

atten-ion

to

personal

appearance

and

the

qualities

previously

mentioned

he

soon

finds

a

host

of

friends

and

acquaint-nces

seeking

his

society

and

anxious

to

serve

him.

The crowd

still follows

the

leader.

It is

impossible

for

a

man

to

avail

himself

of

his best

opportunities

for

advancement

unless he

has

a

proper

degree

of

self-reliance.

'jipVhen

he

has

confidence in

himself,

this

quality

com-unicates

itself

to

those

about

him

and

the results of

his

efforts

are

thereby

greatly

enhanced.

js


20/156

rr

I

HOW

TO

SELL

THROUGH SPEECH

HOW TO BECOME

A

SUCCESSFUL

SALESMAN

Here

are

some

specificsuggestions

for

developing

successful

salesmanship :

^1.

Know

what

you

want to

say.

You

must

first

convince

yourself

of

the

merits

of

what

you

desire

to

sell be-ore

you

can

hope

successfully

to

con-ince

others,

^i^

Therefore think

out

the

subject

in

detail,

and

sell

the article

mentally

to

y

ourself

.

-{^

All

the

reasons

you

can

bring

to bear

favorably

upon

your

mind will

be

likely

to

affect other

people

in

the

same

way.

Some

salesmen

successfully

use a

memorized

**

sales-talk,*'

and

some

do

not.

Judge

for

yourself

which

method

is most

suitable

to

your

particular

tem-erament.

In

any

event,

have

clearly

defined

ideas

in

your

mind

regarding

what

you

have

to

sell

and

keep

such

ideas

available

for

ready use,

14


21/156

THE

SALESMAN

When

you

have

carefully

analyzed

the merits

of

the

article

under

con-ideration,

put

your

ideas

into

writing.

This

will

not

only

tend

to

clarify

them,

but will

enable

you

to

examine

them

critically

and

to

make

such

changes

as

seem

desirable.

There

is

nothing

that

will

add

so

much

to

your

self-confidence

as

the

inner

realization

of

being

thoroughly

informed

about

the

merits

of

what

you

wish to

sell. When

you

clearly

know

what

you

want

to

say,

you

will

have

little

difficulty

in

saying

it

effectively.

-^2.

Speak

distinctly.

This

apparently

v

simple suggestion

is

one

of

great

im-ortance.

If

you

speak

indistinctly

you

lose

that

part

of the

customer's

attention

which

he

must

use

merely

in

trying

to understand

you- ^5^

distinct

articulation

is

one

of

the

unmistakable

marks

of

culture.

15


22/156

.

HOW

TO

SELL

THROUGH SPEECH

;^

I

/:

There

is

no

better

exercise

for im-

^

proving

the enunciation

and

the

speak-ng

voice

than

to

read

alond

daily,

for

five

or

ten

minutes,

from

a

standard

writer

of

English

pros'fe.-^T^e

rinci-

if

pal

things

to

keep

in

minS,

while read-

V

.

^

ing,

are

to

breathe

deeply,

open

the

i

/

'

mouth

well,

articulate

distinctly,

and

;**^-

endeavor to

bring

out

the

clear,

deep,

fuli

tones of

the

voice.

I

tA

well-modulated

voice

is of ines-

'

.

'

timable

value

to

a

salesman

in

secur-

ing

the

attention

of

a

prospective

cus-omer.-^

Hence

extremes

of

pitch,

loud-ess,

harshness,

and

other

undesirable

qualities

should

be

carefully

avoided.

^'-K'The

quiet,

pure,

natural

tones

of

the

'

\^'

voice

are

the

most

effective.

,

t

^^

3.

Speak

slowly.

As

in

public speak-

'''*\,

ing,

so

in

salesmanship,M;he

man

who

speaks

deliberately

carries,

greater

^\

\

weight

than

the

rapid-fire

speaker.

The

16

C^

//


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24/156

V

^

/M

HOW

TO

SE^.L

THROUGH SPEECH

and

consequently

to

avoid

every

tempta-ion,

however

subtle

or

promising,

to

exaggerate

or

mislead.

Good

business

to-day

is founded

upon

truth.

Honesty

is

no longer

recom-

I

^/

^jnended

merely

as

the best

policy^but

^f^

as

the

best

principle. Any

other

method

'/

of

doing

business

would

now

be

re-arded

as

short-sighted

and

unwise.

Answer

questions

frankly

and

fear-essly.

If

you

can

not

answer

them,

say

so

without

hesitation.

Try

always

to

frame

your

answers

in such

clear

language

that

they

will

fully

satisfy

the

questioner.

See the

question

from the

customer's

viewpoint,

and

by

putting

yourself

m

his

place

realize

how

you

should

answer

it.

The

mental

intention

to

be

strictly

honest

will reflect

itself

in

your

face,

voice, speech,

and

manner.

Your

per-onal

integrity

and character

will

un-

18


25/156

vr

THE

SALESMAN

consciously

disclose themselves

in

the

words

you

use

and

the

way

in which

you

formulate

and

emphasize

your

arguments.^Prefer

ather

to lose

a

.sale

than

to

deviate

in

the

slightest

degree

from

the

strict

truth.

Many

a

salesman

has

repelled

a prospective

customer

merely

through

an

inadvert-

ent remark.

A

salesman

can

not

afford

to

be inaccurate in

his

statements

or

assertions.

Exaggeration

is'^a

subtle

form

of

disho .t..^tWn^fest

tself

i.^.,.

undue

emphasis,

too

much

anxiety

to

make

a

sale, or

an

attempt

to

over-

persuade

a

reluctant

customer.Vir^Such

exaggeration

is dishonest

in

effect,

if

not

in

intention,

and

should be

sedu-ously

avoided.

,,^

In

salesmanship''

the

eye

has

a

pe-

culiar

languagemnd

power

of

its

own.

It

will

not

do

to

say

one

thing

and

19


26/156

u^.

HOW

TO SELL

THROUGH

SPEECH

xlook

another.

Moreover,

it

is

a

good

^^

thing

to

look

directly

at

a

customer.

4.

.

^nk'This

eye-to-eye

communication has

a

^

^^

magnetic

and

convincing

influence

not

^'^

to

be

secured

in

any

other

way.

5.

Avoid

argument,

tilearly

distin-

guish

between

argument

and

explana-

^

tion.

Emphasize

*^why'^ *Snore

than

^

,s

**how/'

If

the

customer

is

inclined

^

to

dispute

what

you

sayj'^isten

atten-

,w

tively,

and

at

a

convenient

interval

choose

another line of

explanation.

Ee-

solve

in

any

case

not

to

antagonize

him.

Accustom

yourself

to

listen

courteously

to

objections.

Mental

resentment

on

your

part

will

be

quickly

sensed

by

the

customer

and

militate

against

your

chances of

success.^^/Always

e

ready

to

pass

generously

over

his

prejudices

and foibles.

Many

salesmen

find

it

difficult

to

waive their

opinions,

but

insist

upon

-

20

J^


27/156

THE SALESMAN

arguing

a

point

out

to

a

conclusion

the

conclusion

usually being

that the

prospective

customer

decides **not

to

buy.

' '

pf

tentimes

a

good

sale

is

chiefly

due

to'

tact

and

forbearance

on

the

part

of

the salesman.

6.

DonH

waste

the

other

man^s

time

nor

your

own.

How does

a

salesman

usually

waste time?

jPrincipally

by

talking

too

much,

and

by

stayiug

too

long.

A

good

salesman

has

the

intelli-ence

and alertness

to

change

quickly

from

talking

to

listening

when

he

sees

it

is

desirable.

He knows when he

has

said

enough,

and when

it

is

time

for

him

to

leave

'Whether

he

has

made

a

sale

or

not.

Thus the

wide-awake salesman

judi-iously

conserves

his

time

and

energy,

and

is

therefore the better

equipped

for

his

next customer.

What

is of

vital

importance,

he

retains

his

self-respect

21


28/156

HOW

TO SELL THROUGH SPEECH

by

avoiding

waste

of

words,

time

and

energy.

There

is

a

prodigal expenditure

of

words

in all

departments

of

business.

Few

men

possess

the

art

of clear and

Concise

speech.

Business

men are

daily

victims

of

time-filchers

who

have

noth-ng

of

importance

to

say

and

take

a

long

time

to

say

it.

7.

Keep

to

essentials.

Thoroughly

inform

yourself

as

to

the essential

merits

of

what

you

have to

sell,

and

as

far

as

possible

^adhere

to

them.

Straight-to-the-point

talk will

accom-lish

more

than

^discursiveness

about

the

weather,

politics,

and

like

subjects.

The

promiscuous telling

of

jokes and^

funny

stories

is

now

taboo

by

high-

class salesmen.

Busy

business

men

have

neither

time

nor

inclination

to

listen

to

stories

and

experiences

which

22


29/156

THE SALESMAN

have

no

direct

bearing

upon

the

mat-

ter

in

hand.

8,

Avoid

familiarity.

There

are

sales-en

who

slap

a

cnstomer

on

the

baek^

call him

by

his

first

name^

or

seize him

hy

a

coat-button,

but

these

and similar

habits

Dreed

that

contempt

against

which

men

have

been

emphatically

warned.

Dignity

is

not

incompatible

with

a'*^roper

degree

of

congeniality.

Men

respect

most

the

man

who

re-pects

himself,

and

no

man

of

self-

respect

indulges

in

undue

familiarity.

The salesman who becomes

'*too

friendly'^

may

unconsciously

lose

a

good

customer.

9. Cultivate

jlexihility.

Be

ready

to

adapt

your

style

of

approach

and sales-

talk

to

the

special

circumstances

be-ore

you.

A

stereotyped

method

is

not

productive

of

the best

results.

Keep

your

mind

always

open

to

help-

28


30/156

I

,*

HOW

TO

SELL

THROUGH

SPEECH

ful

suggestions.

Prejudice

and

ignor-nce

are

detrimental

to

real

progress.

You

can

learn

something

from

every

one

you

meet,

ir

Moreover,

the

mental

fA

attitude

of

readiness

to

learn from

^^

^;

others

Avill

gratify

them and do much

V':.r^

to

win from

them

favorable

considera-

tion of

your

viewpoint.

10.

Cultivate

self-control.

Tour

prin-ipal

work

as a

salesman is

to

con-ince

and

persuade

the

prospective

customer.

You

must

not

only

be

able

to

present

in

a

clear

and^mipressive

manner

the

merits

of

the

article

you

have to

sell,

but

you

must

have

^

such

complete

self-control

that

you

can-^tact-

fully

meet

all

objectionsj

quickly

assem-le

your

ideas

in

a

new

form

to

suit

unexpected

conditions,

and

be*genuinely

gracious

and

courteous

'even

under

try-ng

circumstances.

Tact, adaptability,

and

good

nature


31/156



32/156

%

\

f

f'

HOW

TO

SELL

THROUGH

SPEECH

line

of business. You

can

make

the

study

of words

a

delightful

and

profit-ble

pastime

for leisure

moments.

Use

short,simple

words.

These

are

the

most

desirable,

since

they

make the

least

demand

upon

the

listener's

mind.

Simple

words

afe

the

natural medium

for

concrete

ideas.

As

a

salesman

your

object

is

not to dazzle

the

customer

with

your

show

of

language,

but to

impress

him

favorably

with

your

ideas

and

reasons.

12.

Study

the

art

of

listening.

This

is

often

quite

as

important

as

the

ai't

of

speaking,

and

is

as

valuable

as

it

is

rare.

In

your

daily

conversation

apart

from

salesmanship,

closely

ob-erve

your

habits

of

speech

and

dili-ently

correct

every

fault.

There

are

times

when

a

customer

makes

the

sale

to

himself

if

the sales-

man^

by

remaining discreetly silent,

26

I

4


33/156

THE

SALESMAN

gives

him

a

reasonable

opportunity.

On

the

other

hand,

many

a

promising

sale

has

been ruined

by

loquacity.

When

you

listen

attentively

to

the

other

man, you

have

an

opportunity

to

study

his

ideas

and

to

learn

things

which

may

be of

use

to

you.

The

eloquence

of

silence

is often

quite

as

effective

as

the

eloquence

of

speech.

Men

have

a

tendency

to

scatter

their

energies,

but concentration and thor-

oughness

are

disti^ishing

marks of

the

successful salesmi in.

Mental

flabbi-

ness

capitulates

to

difficulty,

but

a man

of

developed

will

and

concentration

uses

obstacles

as

stepping-stones

1?o

achieve-ent.

13.

Cultivate

your

reasoning

powers.

^As

no

two

customers

are

alike,

you

must

have

the

ability

and readiness

to

adapt

yourself

quickly

to

unforeseen

circumstances.

If

you

depend

simply

27

\


34/156

HOW TO

SELL THROUGH SPEECH

upon

a

memorized

**

sales-talk,

' '

you

will be

likely

to

suffer

defeat

at

the

first

formidable

difficulty?^

But

if

you

have

properly

trained

your

reasoning

powers,

you

will

use

difficulties

to

your

immediate

advantage.

-^You

can

highly

develop

your

mental

faculties

in

the

same

way

that

you

develop

the

muscles

of

your

body

^by

regular

and

systematic daily

exercise.

-JC

elect

a

great

book,

in

which the

writer's

thoughts

are

clear and

pro-ound,

and

read

a

few

pages

each

day.

^CMake

the

ground good

as

you pro-eed,

and be

sure

that

you grasp

each

thought

in

its

order.

-^CThen

mentally

review

what

you

have

read,

or,

if

con-enient,

talk it

over

with

a

friend.

4CA

good

plan

for

improving

the

men-al

powers

is

to

subject

yourself

to

a

keen

self-examination

at

the close of

the

day.-JcEeview

your

thought habits,

28


35/156

THE

SALESMAN

what

you

have

planned,

attempted,

and

actually

achieved,

and

carefully

con-ider

the best

means

for

improving

your

general

methods.

^14.

Cultivate

common

sense^

The

un-ommon

faculty

of

common

sense

is

much

needed

by

the

salesman,

because

he

is

constantly

confronted

by

condi-ions

and

emergencies

which

tax

to

the

utmost

his

patience

and

mental

re-ourcefulnes

He

must

know

how

to

do

and

say

the

right thing

at

the

right

time.

Nothing

is

more indispens-ble

to

him at such times than the

pos-ession

of

sound

common

sense.

Here,

again,

self-analysis

and

prompt

correction

of

personal

faults is valu-ble.

iHrWhen

you

are

uncompromisingly

severe

with

your

own

defects

and short-omings,

and seek

earnestly

to correct

or

eliminate

them,

you

are

laying

the

foundation

of

that

rare

common sense

29


36/156

HOW TO

SELL

THROUGH

SPEECH

so

vital

to

preeminent

business

success.

There have

never

before

been

such

opportunities

in

the field of

salesman-hip

as

there

are to-day

for

men

of

trained

ability

and

resourcefulness.

The

demand is insistent

for

those

who

have

initiative,

self-confidence,

and

per-onal

efficiency.

jjIfYou

hould

try

to

realize

how

large

a

part speech

culture

plays

in

your

degree

of

success,

and devote

at

least

a

few

minutes each

day

to

this

subject.

iiAs

you

systematically develop

your

powers

of

expression

you

will find

constantly

increasing

scope

for

your

abilities.

ttUnquestionably

there

is

a

big,

signifi-ant,

progressive

place

for

you

in

the

business

world,

but

you

must

intelli-ently

plan

and

fit

yourself

for it.

tThe

great

prizes

in

salesmanship,

as

in

every

other

field of

endeavor,

are

awarded

to

the

fit

and

wprtby.

80


37/156

THE BUSINESS MAN

81


38/156


39/156



40/156

HOW

TO

SELL

THROUGH

SPEECH

SPEECH

AS

AN

INDICATION OF

CHARACTER

i^Vf^e

know from

observation

that

the

highly

successful

business

man

pro-laims

himself

by

his

speech

and

man-

ner,

and that

these unmistakable

hall-arks

of his

personality

instantly

make

a

favorable

impression

upon

other

men.

'IrHe

commands attention

and

approval

not

only

by

what he

says,

but

by

the

way

he

says

it.

His

voice,

enunciation,

pronunciation,

and

expression

carry

with them

authority

and

impressive-

ness.

The

head

of

a

business

house

natur-lly,

but

perhaps

unconsciously,

sets

an

example

for those under him. If he

speaks

in

strident

tones

and

in

a

gruflf

manner,

his

associates

are

likely

to

imitate

him.

-^

On

the other

hand,

if

he

uses a

well-modulated

voice

and

a

gra-ious

manner,

these

qualities

tend

to

84


41/156

THE

BUSINESS

MAN

communicate

themselves

to

those

about

him.

This

is

likewise

true

of

other

personal

qualities,

and

particularly

so

of

self-

confidence.

lArWhen

the

employer

him-elf

is

self-confident,

he

silently

con-eys

this

quality

to

his

employees.

*rhey

in

turn

inspire

the

same

feeling

in their

customers,

so

that

the

atmos-here

of such

a

business

house becomes

one

of

trust

and

respect.

^Thus

the

structure

of

the

entire business

world

has its foundation

in mutual

confidence.

DEVELOPMENTS

IN

MODERN BUSINESS

^e

find that modem business

is

touching

the

secret

springs

of

men's

powers

and

bringing

into

use

many

new

ideas

and

personal

forces. Men

are

finding

larger

purpose

and

scope

in their

every-day

lives.

Reconstruc-ion

and

improvement

are

constantly

85


42/156

HOW

TO

SELL

THROUGH

SPEECH

going

on,

and

greater

personal

effi-iency

is demanded

than

ever

before.

^Intelligent

business

men,

some

of

them

advanced

in

years,

regularly

pur-ue

a helpful

subject

with

a

view

to

utilizing

the

results in

their

business.

'

They study public speaking,

practical

/

English,

business

efficiency,

character

reading,

memory

training, physical

cul-ure,

and

kindred

subjects,

chiefly

for

the

purpose

of

making

themselves

more

capable

and efficient.

/

We find

them,

too,

studying

such

spe-ial

subjects

as,

personality

as a

busi-ess

asset

;

the value

of

cooperation

be-

tween

employers

and

employees; sys-em

and

its

practical results;

how to

develop

effective

speech

in

salesman-hip;

how

to meet

emergencies;

busi-ess

ideals;

the

respective

uses

of

speech

and

silence;

the

power

of

sug-estion;

the value of written instruc-

B6

/.

1


43/156

THE

BUSINESS MAN

tiona;

the

art

of

effective

business

letter-writing

;

courtesy

in

business

;

the

value of

regular self-analysis;

the

im-ortance

use,

and

preparation

of

follow-up

letters;

the

development

of

business

sagacity

and

common sense.

QUALITIES

ESSENTIAL

TO

BUSINESS

SUCCESS

Some months

ago

I

was

so

pro-oundly

imprest

with the need for bet-er

self-analysis

on

the

part

of

the

average

business

man,

that I

prepared

a

special

chart for

this

purpose,

com-rising

fifty

personal qualities

regarded

as

essential

to

large

business

success.

I

suggested

that the

business

man

should

carefully

consider

his

approxi-ate

percentage

in each of

these

fifty

qualities,

and then

concentrate

his

best

efforts

in

developing

those

in

which

he

found

himself

conspicuously

weak.

Following

are

the

fifty

qualities

87


44/156

HOW

TO

SELL

THROUGH

SPEECH

enumerated

:

Accuracy, adaptability,

alertness,

ambitioil,

concentratiorf,

con-

fidence;^

courage^

courtesy,

decision,

de-erminat

diligence,

discretion,

earn-stness,

economy,

efficiency,

enthusiasm,

faith,

foresight,

honesty,

independence,

industry,

inittativ^,

integrity; judgment,

loyalty, nobility, optimism,

orderliness,

patience,

persistence, precision,

promp-itude,

prudence, punctuality,

purpose,

reliability?

resourcefulness; self-control,

sincerity,

stamina,

sympathy,

tact,

tem-erance,

tenacity,^

thoroughness, thrift,

truthfulness,

vigilance,

vigor,^

zeal.

As

an

illustration

of

the

value of

this

self

-analysis,

a

business

man

found

he

had marked

himself

at

80

per

cent, in

**

optimism*'

and

only

40

per

cent,

in

**

prudence.*'

He

saw

at

once

that

he

was

allowing

his

hopefuhiess

to

run

away

with

his

judgment,

and

pro-eeded

to

check

his

optimism

and

to

88


45/156

THE

BUSINESS

MAN

develop

further

his

faculty

of

prudence.

The

results

which

followed

within

a

few

weeks

were

most

gratifying.

SYSTEM

OF MIND

AND

HABIT

A

systematic

mind is

of

great

prac-ical

value

to

the

business

man.

It

enables

him

to

dispose

of

a

large

vol-me

of detailed

matters

without

undue

haste

or

friction.

It

confers

upon

him

the

advantages

which

always

come

from

having

a

definite time

and

place

for

everything.

His

systematic mind,

re-lecting

itself in

a

well-ordered desk

and

a

well-planned

day,

makes his

oc-upation

a

pleasure

instead

of

an

irk-ome

task.

Some

business

men are

in

a

constant

state

of

hurry

and

nervous

excitement.

This

is

detrimental

to

the

best results.

At

the

end of

a

year

such

men

find

their

physical

and

mental

resources

d^-

3?


46/156

HOW

TO

SELL

THROUGH SPEECH

pleted

without

any

adequate

return.

They

have

been unconscious

victims

of

scattered

effort.

The

business

man

should

cultivate

poise

as

a

uniform

habit

of conduct.

No

matter

what the

provocation,

he

should

never

permit

himself

to

lose

his

tranquillity

of

mind.

Mental

poise

will

safeguard

him

against

the

petty

frictions

of

daily

business

life

which

harass

so

many

men.

THE BUSINESS VALUE OF VOICE

CULTIVATION

The

average

business

man

necessarily

spends

a

large

part

of

his

day

in

con-ersation.

He

is

obliged

to

speak

to

managers,

subordinates,

and

customers.

Whether

he

dictates

letters,

telephones,

or

meets

callers,

he

uses

his

voice

more

than he

generally

realizes.

Hence

the

importance

to

him

of cul-ivating

and

using

his

voice

correctly,

40


47/156



48/156

^

HOW

TO

SELL

THROUGH SPEECH

self

against

indolence.

Some

men

like

to

delegate

details

and

duties

to

others,

not

so

that

they

themselves

may

apply

their

energies

to

more

important

mat-ers,

but

simply

because of

their

desire

**to take

things

easy.'*

To-day

the business

man

must

be

progressive

in

his

ideas

and habits

in

order

to

advance toward

larger

success.

He must

be

up

to

date,

and

avail him-elf

of

everything,

however

seemingly

trifling,

hich will

advance

his

business

interests.

He

must

make

constant

ac-uisitions

to his

stock of

knowledge

and

good

sense.

THE

HIGHEST

TYPE OF BUSINESS

MAN

The

most

admirable

type

of

success-ul

business

man

is

simple,

dignified,

courteous

and

self-confident

in

speech

and

manner.

His

personality

is

strong

and

impressive,

not due

to

boastfulness

48


49/156

THE

BUSINESS

MAN

or

egotism,

but

because

of

fineness

of

character and

deportment

developed

through

years

of

discipline.

The

man

of

leadership

in business

carries

with

him

certain

unmistakable

evidences

of his

success.

You

observe

it in

his

speech

and

manner,

in

his

voice

and

language,

in his

carriage

and

attire.

He

is

sure

of himself in

the

right

way,

free

from

aggressiveness

and

opinionativeness,

and

commands

attention

and

approval

because

of

his

seasoned

common sense.

There

is

a

tremendous

power

in

af-irmati

and

reiteration.

Form

in

your

mind

a

clearly

defined idea of

the

kind

of

self-confident

man

you

desire

to

be,

then afl rm it

over

and

over

again,

and

shortly

you

will

observe

that

such

desire is

gradually becoming

material-zed

in

your

life.

Again,

it is

of

great

practical

value

48


50/156

HOW TO

SELL

THROUGH SPEECH

to

assume

the

physical

attitude

of

the

man

you

wish

to

be.

Hold

yourself

erect,

your

shoulders

well

back,

chin

level,

and

couple

with

this

a

mental

attitude

of

self

-faith

and

independence.

The

results

of

such

an

effort,

continued

for

a

few

days,

will

be

as

certain

as

they

are

gratifying.

THB

BENEFITS

OF INTELLIGENT

*

OPTIMISljJ.,

An

intelligently

optimistic

attitude

of

mind is

an

attractive

force

in business.

Some

men,

possessing

brains and

abil-ty,

are

systematically

shunned

because

they are

known

as

chronic

grumblers.

They

drive

people

from

them

by

a

habit

of

constant

complaint

and

pessimistic

foreboding.

There

are

two

kinds

of

optimists

wise,

and

otherwise.

The

intelligent

optimist

not

only

believes

things

will

be

right,

but

works

diligently

to

make

44


51/156

THE

BUSINESS

MAN

them

so.

He

thinks

everything

is

ordered

for

the

best,

that

the

world

tends

inevitably

toward the

good,

the

true,

and

the beautiful.

The

disposi-ion

of

the

optimist

to

look

only

for

the

best in

life

gives

him

increased

advantage

in

finding

what he

looks

for.

Optimism

is

intimately

bound

up

with

great

achievement.

The

business

opti-ist

gets

the

most out

of

daily

life

for

himself,

while

augmenting

the

faith

and

courage

of his

associates.

Intelli-ent

optimisni

will

make

one

an

enthusi-st,

and

enthusiasm is

the

driving

force

in

aU

great

enterprise.

The

highly

successful

business

man

knows

the

value

of

cheerfulness

in

daily

life. He knows

the

difference

in effect

upon

others

between

a

smile and

a

frown.

His

experience

has

taught

him

that

a

uniformly

pleasant

attitude

toward

the world is

a

vital

way

to

45


52/156

.y'

HOW TO SELL THROUGH

SPEECH

attract

business.

Like

other

men,

he

probably

has

his

full

share

of

disap-ointment

but

he

conceals

them

as

far

as

possible

from

others.

It

is not too

much

to

say

that

pre-minent

success

in

business

is

impos-ible

to

a

man

who

does

not

possess

a

large

measure

of

ready

cheerfulness,

self-faith,

and

optimism.

Says

Carlyle

:

*'Give

us,

oh, give

us,

the

man

who

sings

at

his

work He

will

do

more

in

the

same

time

^he

will

do

it

better

^he

will

persevere

longer.

One

is

scarcely

sensible

of

fatigue

whilst he

marches

to

music.

The

very

stars

are

said

to

make

harmony

as

they

revolve

in

their

spheres.

Wondrous

is

the

strength

of

cheerfulness,

altogether

past

calculation

in

its

powers

of

endurance.*'

Promptitude

promotes

poise

and self-

confidence.

When

a

business

man

al-ows

himself

a

reasonable

margin

of

46


53/156

THE

BUSINESS

MAN

time,

so

that

he

can

be

punctual

in

his

engagements

and

promises,

he

gains

immeasurably

in

self-reliance.

He

learns

thereby

to

trust

himself.

Such

a

man

works

at

a

constant

advantage,

since he

is

free

from the

haste,

anxiety,

and

worry

which

beset

the

unpunctual

and

slipshod

worker.

Unquestionably

the

man

of business

who

assiduously

cultivates

the

desirable

qualities

of

cheerfulness,

courtesy,

punctuality,

reg-larity,

self-confidence,

and

determina-ion,

is

in direct

line for

distinguished

success.

THE BUSINESS PRINCIPLES OP

A GREAT

MERCHANT

The

latent

power

in

the

brain

of

one

man

is well illustrated in

the

case

of

John

Wanamaker. When he

conceived

the

idea of

combining

a

number

of

re-ail

businesses

under

one

roof,

so

that

the

shopper

could make his

purchases

47


54/156

HOW

TO

SELL

THROUGH

SPEECH

most

conveniently

and have

them

de-ivered

at

one

time,

it

was

the

begin-ing

of

an

enterprise

which

subse-uently

won

for

him

preeminent

suc^

cess.

It

is

interesting

to

study

the funda-ental

ideas

upon

which

this successful

business

house

has

been

built. The

cardinal

principles

which

animated

the

founder

from

the time he

conceived

the

plan

were

these

:

1.

A

different

business

from

any

that

existed.

2.

A

higher

motive

than

mere

cash

profit.

3.

An

unvacillating

system.

4.

Accuracy

in word and

print.

These

were

augmented

by

the

four

indispensable

elements

of

intelligence,

integrity,

industry,

and

an

ideal.

Again,

to

these

were

added

the

qualities

of

48


55/156



56/156

HOW

TO

SELL

THROUGH SPEECH

delegate

responsibility,

he

acknowledges

that

he

has

not

taken

the

trouble

to

train

and

educate

such

men.

Many

a

business

house

has

lost

a

good

man

solely

on

account

of

limiting

his useful-ess

or

because of

lack

of

proper

en-ouragement.

A

business

relationship

which

is

not

cooperative

can

not

endure.

There

is

need

for

tolerance

in

the

relationship

between

employer

and

em-loyee.

When

a

man,

however

supreme

his

power

and

authority,

can

put

him-elf

in

the

other

man's

place,

however

subordinate it

may

be,

he is in

a

large

way

to

form

a

sound

judgment.

A

wise and

tactful

employer

knows

how

to

condemn

a

method without

neces-arily

condenming

the man. The tol-rant

executive

disciplines

without

emasculating.

50


57/156

THE

BUSINESS^MAN

QUALITIES

OF

THE

LEADER

IN

BUSINESS

Leadership

is

always

constructive.

Arrogance

m

a/ny

form

is

weakness.

The

true

husvness

leader

possesses

the

fine qucAities of justice, veracity,

confidence,

cooperation,

and

magnani-ity,

and

he

inspires

these

qualities

in

the

men

around

him. He

makes

men

trustworthy by trusting

them.

The

intelligent

leader

plans

Ms work

so

carefully

and

definitely

that he

can

proceed

from

one

thing

to

the

next

withont undue haste.

He is

regular

in

his

habits,

avoids

worry,

has

a

daily

playtime,

and

keeps

his

physical

and

mental

efficiency

up

to

a

high

standard.

It is

not

well

to

have

cast-iron rules

about

everything

in

business.

For

ex-mple,

it

may

be

your

general

plan

to

clear

off

your

desk

promptly

of

corre-pondence

and

other matters.

The

habit

51


58/156

HOW

TO

SELL

THROUGH

SPEECH

of

despatch

is

a

desirable

and

valuable

one.

But

there

may

be

a

letter

which

requires

unusual

consideration,

and in

order

to do

it

justice

it

may

be

neces-ary

to

put

it aside for

a day

or

two.

Manifestly

in

such

a

case

it

would

be

unwise

to

dispose

of

it

on

the

instant

simply

because of

your

rule

to

keep

your

desk clear.

THE BENEFITS OF

QUIET

THINKING

It

is

surprizing

what

a

busy

man

can

accomplish

by

occasionally

going

away

from

his

regular

place

of

business,

and

with

pad

and

pencil jotting

down

new

ideas

which

occur

to

him. This

will

give

him

a

perspective

which

he

can

not

otherwise

secure,

and he will

return

to

his

business

mentally

stimulated.

The

man

who

has

creative

work

to

do

must

have

ample

time

for

quiet

consecu-ive

thinking.

He

should

have

a

place

to

52


59/156

THE

BUSINESS

MAN

which

he

can

retire

at

certain

intervals

and

^Hhink

things

out^'

without

inter-uption.

He

will

find that

the

prac-ical

results

wiU

more

than

repay

him

for

the

time

thus

spent.

When

a

business

man habitually

says,

*^I

haven't

the

time/*

**I*m

too

busy,'*

**I'm

rushed

to

death/'

it

means

that

instead of

mastering

his work

he is

allowing

his work

to

master

him. Under

such

circumstances

he

works at

a

con-tant

disadvantage.

The chances

are

that he

needs

a

fishing

trip

or

some

other form of

relaxation.

It

is

a

good

plan

for the

business

man

to

ask

himself:

**What

are

the

two

or more

most

vitally

important

things

for

me

to do

to-day

f

and then

proceed

promptly

to

concentrate

upon

them until

they

are

done. Tho he

accom-lishes

little

else,

he is then

certain

of

a

productive

day.

58


60/156

HOW TO SELL

THROUGH SPEECH

Some

business

men

talk

too

much,

and

are

prone

to

talk

too

often

about

themselves.

They

come

ultimately

to

be

known

as

bores and

are

systematic-lly

shunned.

There

is

a happy

medium

between

speech

and

silence,

and when

a

man

is

in

doubt about

the

matter

he

should

give

preference

to

silence.

DEVELOPING

BUSINESS

EFFICIENCY

Thousands

of

business

men

conduct

their

lives

upon

indefinite,

imited,

hap-azard,

unscientific

lines.

Many

men

of marked

ability

and with

exceptional

opportunities

make

no

real

progress

toward

great

achievement.

The

close

of

the

day

sees

them

apparently

no

nearer

the

coveted

goal.

This is

largely

due

to

indifferent

or

imprudent

plan^

ning.

Thousands

of

men,

too,

are

in

a

rut,

in

bondage

to

circumstances,

or

com-

54


61/156

THE

BUSINESS

MAN

mitted

to

trifling

and

tedious

tasks,

from

which

they

seemingly

can

not

emancipate

themselves.

They

are

dis-atisfie

and

discouraged,

but

frankly

acknowledge

their

inability

to

change

for

the better.

AU such

men,

however,

can

develop

their latent

powers

and abilities

so

as

to

fit

themselves for

large

success.

A

simple

plan

for

self-culture, involving

perhaps

only

half

an

hour

a

day,

and

embracing

such

interesting

subjects

as

speech

training,

development

of

person-lity,

memory,

good English, will-power,

system,

salesmanship

and

advertising,

and

character

reading,

will

rapidly*

en-arge

their

opportunities

and

steadily

fit them for

honorable distinction

in the

business

world.

? f


62/156

ih

if.

:i-


63/156



64/156


65/156

THE

LAWYER

The

primary

cause

of

inordinately

long

addresses

in the court-room

or

elsewhere,

is lack

of

thorough

prepara-ion

on

the

part

of

the

speaker.

In

too

many

instances he

simply

assembles

a

few

leading

ideas,

and

largely

trusts

to

the occasion for words

and

inspiration.

As

an

inevitable

result

his

speaking

is

indefinite and

discursive.

He

occupies

an

hour,

saying what,

if

carefully

pre-ared,

could

be

much better

and

more

effectively

said

in

ten

minutes.

THE

NEED

FOR

CONCISE

EXPRESSION

It is

the

duty

of

every

lawyer

to

do

his

part

to

remove

the

stigma

which

now

rests

upon

the

legal

profession

in

the

matter

of

diffuseness.

He

can

help

to

accomplish

this

by

imposing

upon

59


66/156

HOW

TO SELL

THROUGH

SPEECH

himself

at

all

times

strict rules

as

to

simplicity,

clearness,

and

conciseness

of

speech.

There

is

an

insistent

demand

for

a thorough simplification

and mod-rnization

of

legal

procedure,

and

the

elimination

of

empty

technicalities.

It

is

felt

that the

application

of

common

sense

in

the

administration

of

justice

would

remedy

the

present

lamentable

waste of

time.

In

a

book of unusual

interest,

**The

Man

in

Court,''

by

Frederic DeWitt

Wells,

there

is

this

significant

passage

:

*^The

lawyers

are

discontented with

the

courts,

while

the

judges

feel

that

the

deficiencies

are

the

fault of

the

lawyers.

The

lawyers,

they

say,

do

not

cooperate

with the

judges

in the

administration of

justice,

and

are

too

busy

with their

own

game.

Here

enters

that

academic

question

of

whether

a

lawyer

^s

duty

is

first

to

the

court

and

60


67/156

THE

LAWYER

justice,

or

first

to

his

client

should

he

defend

a

man

he

knows

to

be

guilty?

The

dispute

is

sophomoric.

He

is

the

advocate

of his client

first,

foremost,

and all the time.

That is

the

reason

for

his

existence.

He

is

the

great agent

for his

cUent;

his

tongue,

brain,

and

energy

belong

to

his client. He

is

un-oubtedly

justified

in whatever he

does,

if he

keeps

to

the

rules.

Justice

is

best

promoted by

heeding

the

rules

of

justice

to

the

utmost.'*

Assimiing, then,

that the

lawyer

owes

to

his client the best

product

of his

brain

and

tongue,

there

devolves

upon

him

a

profound

duty

to

develop

his

powers

of

speech

to

the

highest

possi-le

degree

of effectiveness.

He should

set

apart

a

few

minutes

each

day

for

study

and

practise

of the

art of ef-ective

speaking,

for

which

time

and

effort

he

will

be

amply

repaid,

61


68/156

HOW

TO SELL

THROUGH

SPEECH

THB VALUE OF SIMPLICITY

AND

CLEARNESS

The

lawyer

who

uniformly

aims

at

simplicity

of

style

in

thought,

word,

and

manner,

will

enjoy

special

advantages.

This

very

simplicity,

as

in the

case

of

Lincoln,

will

tend

to

win the

confidence

and

good-will

of his

hearers.

Com-ined

with

sincerity,

it

will

in

itself

carry

the

conviction

of truth. There

is

a

greatness

in

true

simplicity

which

appeals

more

eloquently

to

men

than

all

the

tricks

and

embellishments

of

rhetoric

and

oratory.

Clearness

of

expression

depends

pri-arily

upon

clearness

of

mental

con-eption.

When the

ideas

of

your

speech

are

clearly

defined in

your

own

mind,

lucidity

of

style

will

naturally

follow.

Obscurity

and

ambiguity

of

speech

in-ariabl

arise

from

hazy

ideas.

62


69/156

THE

LAWYER

HOW

TO

DEVELOP CONCISENESS

OP

SPEECH

Conciseness of

speech

can

be

rapidly

developed

by

means

of this

simple

ex-rcise:

Take

fifty

lines

of

a

speech

of

your

own

composition

or

that

of

an-ther

^and

without

omitting

any

essen-ial

idea reduce

the

fifty

lines

by

at

least

one

half.

Begular

practise

of

this

kind

will

soon

cultivate

in

you

the

art

of succinct

expression.

The

style

of

**

oratorical

speech

which

obtained

in

the

court-room

half

a

century

ago

would

be

out

of

place

and ineffectual there

to-day.

Modem

conditions of

life demand

a

practical

treatment

of the

subject

under discus-ion,

hence

a

lawyer

is

expected

to

be

simple, direct,

and

reasonably

concise

in

what

he

has

to

say.

If he

fails

in

any

one

of

these

respects,

he

impairs

68


70/156

HOW

TO SELL THROUGH

SPEECH

in

that

degree

his

chance

of

obtaining

a

favorable

decision.

QUALITIES

NEEDED

BY THE

LAWYER

The

primary requirement

of the

advo-ate

is

that

he have

a

thorough

under-tanding

of

the facts which

he

is

to

pre-ent

and

discuss.

Men

are

hmnan,

and

are

still

subject

to

prejudice

and

pas-

sion,

hence

the

personaUty

and

manner

of

the

speaker

will

play

a

vital

part

in

determining

the

results of

his

work.

In

effective

public

address

there

is

always

feeling,

tho it

should

never assume

the

character

of

bombast

or

exaggeration.

Imagination

and

emotion

play

an

im-ortant

part

in

the-

speech

of

the advo-ate.

It is

erroneous

to

think that the

lawyer

has

only

to

state

his

case

in

plain,

cold, logical

terms.

He

must

add

to

his

clearness of

statement,

ap-ropriate

feeling

and earnestness

in

64


71/156



72/156

HOW

TO

SELL THROUGH SPEECH

The

water

cavers

her

No

one

hears

her

She

is drowned

It

is

an

acci-ent''

/

THE REWARDS

OF

PRACTISE

It

is

obvious

that

experience

in

court-room work

is the

best

guide

aad

teacher

of

the

trial

lawyer.

It

is

through

actual

experience

that

he learns

to read

men,

and

to

know

how

they

are

convinced and

persuaded.

But this does

not

obviate

the

necessity

for

careful

study

and

preparation.

The

more

he

knows

about his

subject,

and the better

he has it in

hand

because of

previous

painstaking

practise,

the

greater

will

be

his

chances

of

success.

The

chief

value of

experience

in

court-room

work is that it

brings

poise

and

self-confidence

to

the

speaker.

Fa-iliarit

in

this

respect,

should

bring

to

him

a

proper

sense

of

power.

Rufus

Choate wielded

a

singular

influence

over

66


73/156

THE

LAWYER

those

who heard

him.

It

is

said

that

he

presided

over

the

court

scene

with

an

air

of

easy

superiority,

yet

withal

he

was

uniformly

gracious

and

concilia-ory.

SECRETS

OF SUCCESS

IN

EXAMINATION

In

the

examination

of

witnesses

the

lawyer

requires

a

large

degree

of

re-ourcefulne

and

adaptabilty.

Set

formulas

will

be

of

little

avail.

No

two

witnesses

are

precisely

alike.

The

lawyer

must

look

for

the

vulnerable

point

in the

testimony

and know how

to

uncover

it

to

the

court.

It

is

beneficial

for the

lawyer

to

read the

records of

actual

trials,

show-ng

the

line

of

questions

successfully

used

by

the

examining

lawyers,

and

to

note

their

methods

of

procedure.

A

book of

exceptional

value,

containing

such

examples,

is

**The

Art

of

Gross-r


74/156

HOW

TO

SELL

THROUGH

SPEECH

examination/'

by

Francis

L.

Wellman,

from

which I

quote

the

following:

^*It

requires

the

greatest

ingenuity;

a

habit of

logical

thought;

clearness

of

perception

in

general;

infinite

pa-ience

and

self-control;

power

to

read

men's

minds

intuitively,

to

judge

of

their

characters

by

their

faces,

to

ap-reciate

their

motives; ability

to

act

with force

and

precision;

a

masterful

knowledge

of the

subject-matter

itself;

an

extreme

caution; and,

above

all,

the

instinct

to

discover the weak

point

in

the witness under

examination.'*

THE POWER

OP

BREVITY

It

is

surprizing

how

much

can

be

conveyed

sometimes

in

a

brief address.

One of

the shortest and

most

effective

speeches

ever

made

in

the

House

of

Commons

was

the

result of

a

speaker

breaking

down

in

his

maiden

speech.

68


75/156

THE LAWYER

Lord

Ashley,

who

sat

in

the

Commons

in

1695,

before

he

succeeded his

father

as

Earl

of

Shaftesbury,

was

a

staunch

supporter

of

a

bill

to

grant

the

ser-ices

of

counsel

to

prisoners

tried

for

high

treason.

When he

rose

to

speak

he

found

himself

dumb.

The

House

cheered

him

as

a

new

member,

and

by

a

desperate

effort he

uttered

one sen-ence.

*^If, sir,'*

said

he, **I,

who

now

rise

only

to

give

my

opinion

on

the

bill,

am so

confounded

that

I

am un-ble

to

express

what

I

propose

to

say,

what

must

be the condition of that

man

who,

without

any

assistance,

is

pleading

for his

life?''

He

sat

down,

having

convinced his hearers.

SINCERITY

ESSENTIAL TO

SUCCESS

Discerning

judges

and

juries

are

quick

to

observe

whether

an

advocate

is

sincere

or

not.

Emerson

once

said,

69


76/156

HOW

TO

SELL

THROUGH

SPJIECH

^*I

have heard

an

experienced

coun-ellor

say

that

he

never

feared

the

effect

upon

a jury

of

a

lawyer

who

does

not

believe

in

his

heart

that his

client

ought

to have

a

verdict.

If

he

does not

believe

it

his unbelief

will

appear

to

the

jury,

despite

all

his

pro-estations

and

wiU

become

their

un-elief.

This

is that

law

whereby

a

work

of

art,

of whatever

kind,

sets

us

in the

same

state

of

mind wherein

the

artist

was

when

he made it. That

which

we

do

not

believe

we can

not

adequately

say,

tho

we

may

repeat

the words

never

so

often.

It

was

this

conviction

which

Swedenborg

exprest

when he

described

a

group

of

persons

in

the

spiritual

world

endeavoring

in vain

to

articulate

a

proposition

which

they

did not

be-ieve;

but

they

could

not,

tho

they

twisted and

folded their

lips

even

to

indignation.

70


77/156

THE LAWYER

HOW

TO

ACQUIRE

DELIBERATENESS

One

of

the

most

valuable

qualities

for

an

advocate

to

possess

is that

of

deliberateness.

It

should

be

persist-ntly

cultivated

until it

becomes

an

unconscious habit

of

daily

thought

and

conduct.

Its

importance

was

empha-ized

some

years

ago

by

one

who

said,

**No

one

in

a

hurry

can

possibly

have

his

wits

about

him;

and

remember,

that

in law

there

is

ever

an

opponent

watch-ng

to

find

you

off

your

guard.

You

may

occasionally

be

in

haste,

but

you

never

need be in

a

hurry;

take

care

resolve

^never

to be

so.

Remember

always

that others' interests

are

occu-ying

your

attention,

and

suffer

by

your

inadvertance

^by

that

negligence

which

generally

occasions

hurry.

A

man

of

first-rate

business talents

one

who

always

looks

so

calm

and

tran-uil

that

it

makes

oneself

feel

cool

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78/156

HOW

TO

SELL

THROUGH

SPEECH

on

a

hot

summer's

day

to

look

at

him

told

me

that

he

had

never

been

in

a hurry

but

once,

and

that

was

for

an

entire

fortnight

at

the

commence-ent

of his

career.

It

nearly

killed

him;

he

spoiled

everything

he

touched;

he

was

always

breathless

and

harassed

and

miserable.

But

it

did

him

good

for

life;

he

resolved

never

again

to

be

in

a

hurry

and

never

was,

no

not

once,

that

he

could

remember, during

twenty-five

How to Sell Through Speech 1000002338

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