As a rule, advertising only creates a demand for goods, a desire to own, and discloses those who are interested. It is then that salesmanship must take up the transaction and negotiate the sale to a successful conclusion. Just what constitutes good salesmanship is hard to say; generally it is a personal characteristic, although the accomplishment may be acquired. To this end, it is well for the business man to read carefully one or more books on the subject, to learn what are some of the successful methods employed by good salesmen. Of course, personality and magnetism have much to do with this branch of business, but honesty, sincerity and fair dealing will go a long way to overcome any natural deficiency. It is well to bear in mind that talking or chatter is not salesmanship, and that telling funny stories not only disgusts the prospective purchaser but takes his mind off the object he has in mind. On the other hand, do not be too taciturn; answer all inquiries promptly and frankly, without being "windy." If the prospective purchaser is in doubt and asks for advice, guide him in the selection of fixtures to the best of your ability. In doing so good judgment and a knowledge of the tastes and resources of the purchaser are invaluable. If the shopper has only a moderate income he will not be interested in extremely costly goods, and to show such will only make him dissatisfied with what he might otherwise have purchased with pleasure. On the other hand, if expense is no consideration to the shopper, show a line of goods likely to suit, regardless of the price. Oftentimes an individual enters a shop who has already given the subject. much consideration, and from a study of catalogues and advertisements knows just what he wants. Unless in your judgment he is making some grave error, which later will reflect back on you, do not try to talk him into buying something else. If he is making a mistake in the selection of his goods point out the error to him so later he cannot blame you for the failure.

It will pay the business man to become identified in his trade with only reliable goods. It matters little to him if he saves a few dollars on an operation by the substitution of inferior goods, only to lose the trade he has worked years to build up. There is no salesmanship so good as giving customers not only all they pay for, but a little more besides, for pleased customers are your best salesmen.

Keep posted as to the quality of woodwork and trimmings for seats and closets, and carry in stock only such kinds as will give good service, then use these as talking points when pointing out the quality of your line of goods. See that only the best of ball cocks, which will not leak and do not make a noise, are used in all closet tanks you handle, and be sure that the flush valve is of a kind that will not continually waste water and make a noise by leaking continuously; get away as far as possible from putty joints in plumbing, and use only flexible metal to metal floor connections for water closets and slop sinks; then call the attention of your prospective purchaser to the superior quality of such goods. If you can get goods that are guaranteed by the manufacturers, combine your reputation with them, and impress on all who call to look at your goods that all your fixtures are guaranteed, both by the maker and by yourself. Confidence in one's own goods begets confidence in the purchaser, and as between guaranteed and unguaranteed goods they will not hesitate in choice.

The plumbing contractor cannot always be in the shop to sell goods to people who call, so it will be to his interest to secure the services of a bookkeeper who is an all-round office man and can tend to sales during his absence. Impress on the bookkeeper's mind the facts about your line of goods and that you want to sell only guaranteed goods; that if people want anything else you will furnish it at their own risk and that you positively do not recommend them. Many sales that would otherwise be lost can be made by having a good representative in the shop.