Читать книгу Selling Home Furnishings: A Training Program - Walter F. Shaw - Страница 12

Those who buy furniture for satisfactions other than utility naturally buy—insofar as their means will permit—whatever pieces they believe to be necessary in order to insure those satisfactions. It is clear that salesmen in order to sell to this type of customer must be able to arouse the interest of these utility and price buyers in other satisfactions.

To do this, they must be able to sell something more than furniture. They must sell on the basis of the enticement of comfort and cushioned ease, the lure of beauty, the appeal of smartness and style. They must sell distinction, the acclaim of friends and guests, the pride and pleasure of the children, and the joy of living in an attractive home.

Does this tend to provoke a skeptical smile from those who have been selling furniture for years? Well, let those smile whose earnings have been wholly satisfactory. As for the others, let them remember that in diminished volume is told the story of those who consistently have attempted to sell furniture as nothing more than furniture and who have stolidly ignored the power of imagination and sentiment in quickening interest and deepening desire.