their prominent customers. Only dressmakers of the best reputations should be cultivated in this way. An introduction from a dressmaker whose reputation is not first-class, will be of very little value.
48. There is another class of honest well-meaning people, who lack refinement, and on whom extreme politeness and the brief expectant pause is lost.
Politeness, but of a different character should be your manner here. Always learn the lady's name before calling and address her by it when she comes to the door. Learn, if possible, some of her peculiarities, and whether she has any trouble with her corset, and what it is. Learn also how many ladies reside in the house who might be interested in your line.
It creates more or less healthful curiosity to do this. Come to her level at once. Adopt a style a little more on the familiar and act perfectly at home and at ease. It is the mark of a real lady or gentleman to be able to adapt one's self to the circumstances and conditions of all classes.
49. Local personal influence and local testimonials will be your greatest leverage in opening up a new town They will help you in going over your territory each time thereafter. Remember that you are building up a permanent business, so in your first work lay a firm foundation. Make friends with everyone, no matter whether she buys or not. Never by word or manner show resentment if a lady does not buy. Make a friend of her by treating her pleasantly. She will doubtless be a willing customer of yours later on when Spirella has been demonstrated to be a success in your town.
50. Put your entire self into the work when showing your goods to the ladies whose names you desire to head your list. Make them feel the ease and comfort of a Spirella Corset. The effect of these names will be very valuable and the more thoroughly you convert them, the more profitable they will be to you.
A strong concentration of your mind on the subject will in some degree produce the desired effect upon your prospective buyers.
Show your goods with a strong determination to secure the order. Have confidence in yourself and what you say. TO CAPTURE THOSE ALMOST PERSUADED, YOU MUST USE ALL THE TACT, CONCENTRATION AND POWER AT YOUR COMMAND.
Your manner must be entirely natural. Many a saleswoman starts out with the idea that to be most effective she must assume to be what she really is not. Others mistake noise for intensity and enthusiasm. Affectation is deformity, pretense is sham HYPOCRISY. Rather be candid, frank, TRUE. Always choose to be, rather than to seem, and enter your work determined to win. Above all, be natural.
51. DIRECT ADDRESS.—When calling where several ladies are together, do not address them as a crowd—single out one and address yourself to her. Pay no attention to your surroundings. Try to work for one
