CREATIVE SELLING by Charles Lohse

CREATIVE SELLING

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KIRKUS REVIEW

Based on the notion that creativeness is a learned faculty this how-to book offers, with considerable repetition, some techniques for achieving greater selling success. Convinced that the salesman is not simply selling merchandise or services but ""ideas"" the author concentrates on the salesman's use of imagination -- by focusing on actual job experiences- and he discusses some methods by which the salesman can train himself to think more creatively. He defines the most desirable attributes of the salesman; personal enthusiasm, self-confidence, understanding of people, belief in his product, and he concludes by outlining some approaches which apply to any sales problem. There is much here that is useful, if obvious and belabored, for those readers who do not find the author's sustained pitch of gusto and enthusiasm merely exhausting.

Publisher: Scribner