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Largest Salesmanship Class in Country Studies in Omaha
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MAKm(r THE APPROACH
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MAHA boMU number of big thlnjg at
feature! of its commercial and Indus
trial llf; and on of the biggest. In po
tentiality for business advancement, is
the Young Men's Christian association
class In salesmanship. Except In circles
peculiarly Interested, but little has been
heard or Is generally known of this high pressure
croup of alert, hard-working and Intensely hopeful
men. Tet it Is conceded to be the largest class of
its kind in the United States, probably In the world.
And it is making progress toward its Ideals In some
what amazing measure.
Something like two years ago P W. Heron, feel
ing that something should be attempted by the Omaha
association that would be on a line distinct from its
other work, began advocating the establishment of a
class in salesmanship. He urged that the development
of the proposition on wise lines would give to the
business men of Omaha who made possible the erec
tion of the beautiful building of the association a
direct return, and something that would be of last
ing benefit to all those partaking In the work.
The educational committee, consisting of Dr. Lord,
J. a French and P, W. Kuhns, together with the
educational director W. Miller, believed Mr. Heron
had a valuable Ideal and they, with Mr. Heron, were
continually seeking to find a man to act as instructor
of the class. Two or three possible candidates were
Investigated, but while they possessed ability, their
character was such that they could not be considered.
The committee then determined toJnslst on Mr. Heron
taking up the work personally, and in order to get
the class started he consented. That the committee
was correct In Its selection has been demonstrated
by the phenomenal success of the class. A prominent
business man spoke the thought of those who know
when he saldi "It la not only one of the best things
that the Young Men's Christian association has done
for Omaha, but It is the best thing the Young Men's
Christian association has done for Itself."
One has but to attend a meeting to see the great
Interest and enthusiasm that Is there manifested. The
demonstrative sales as carried on by the members of
the class are really inspiring, and all who have seen
the work are astonished at what Is being ac
complished. Heron an EntiiuMNtic Spirit.
F. W. Heron, like most men who have original
Ideas and get them put into action, is an enthusiast.
One of his much quoted maxims Is that "Knowledge
is power, and it dispels the fear that Ignorance
breeds." He also holds that brains capable of origi
nating, In combination with character, always were
and always will be the highest priced rental product
In the world. Of salesmanship, Mr. Heron contends
It is now recogniied as the fourth profession, and he
talks of it with conviction as to Its essential merit.
He ssys:
"One of the most marked developments of the
last few years In business has been the growing de
mand for specific educstlon for the young men and
women who ere going Into the vsrious lines of this
big field. One cannot help but be impressed with this
fsct by the great flood of literature which has been
appearing on the subject In books, magazines,
pamphlets, trade Journals and elsewhere. A hundred
private schools have sprung up during the last half
dozen yesrs offering to teach by mall courses in the
various lines of business mansgement. But most
significant of all Is the fsct that private business con
cerns themselves have Instituted schools for their em
ployes, offering Instruction not only in the details of
the routine work to be performed, but also In the
science underlying the conduct of the business.
"It is noteworthy that only within the last few
years hsve such terms ss the 'Science of Salesman
ship.' 'Science of Advertising.' snd other business
sciences come Into use. Scarcely a business man
writes on business or any of Its phsses but he refers to
It as being a science, or capable of taking on scien
tific form."
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Modern Business Kcienre a levelopment.
Ilr. Heron holds that as long as the work of bust-
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ness was an art, la which experience offered the main
factor to success, a system of apprenticeship, or long
time service, was the only scheme of education adapt
able to the case. But if there are business sciences
and today there seems to be plenty of evidence that
they exist then a system of instruction, such as
schools offer. Beams perfectly practicable. "Not only
is it practicable," says Mr. Heron, "but also essential,
for there is nothing in experience as such which guar
antees that the necessary knowledge shall be gained
In a systematic way. There is no doubt that courses
of instruction In business sciences can be made of
practical value. This has been proved by the ex
perience of those business establishments whlc'h have
for years given their salesmen or other Important
employes systematic education for their work.
"The question naturally arises, then, why have not
the public educational institutions teach, along with
other subjects offered ln the schools, courses in the
new business sciences? The answer is not difficult.
Public schools are naturally conservative. They are
always overcrowded with work, much of which, at its
best, is not done well enough to suit many of its
critics. In their efforts to perfect and standardize the
subjects already included, they are more than likely
to fail to see new subjects demanding admission. It
follows that educational experiments are rarely, if
ever, attempted in the public school. Nothing finds
place In its curriculum except that which has been
proved both essential and teachable.
"Some years ago commercial courses -' in high
schools were unknown. Private academies and fo
called 'business colleges' then, as now, supplied in
struction in the rudiments of bookkeeping, business
arithmetic, stenography, correspondence, etc. Now,
not only are there commercial courses In the ma
jority of the public high schools, but also regular
public commercial high schools as well.
Salesmen Need Peculiar Training.
"Business has pushed on since the days when the
only equipment tbst was necessary for succebs was
native common sense, a few years of experience and a
knowledge of accouotiug. There Is now necessary a
knowledge of the sciences of business management,
salesmanship, credits and collections, advei Using,
system, etc. It can be readily predicted that it will
not be long before the commercial departments of our
high schools and colleges will offer, ss parts of a
complete business course, these very essential busi
ness sciences."
This work has now been taken up in all of the
larger cities through the Young Men's Christian as
sociation and the University of Wisconsin has put in
this course of Instruction, offering it to the people
of that state through the university extension di
vision. Advocates of the new training inslbt that
every business man is a salesman. This Includes
pretty much all the men of any consequence, for bust
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DESIRE
less is the great modern game men play; revel in, and
live for, even after its apparent object is accomplished
and great fortunes have been made and laid away. 1
"Underlying this great game of business Is another
game," says Heron, "the game of selling, and on the
latter the success of the former is founded. Men
match their skill in these games, one man against the
other, and the selling or firing line protects and
nourishes the parent game and makes its growth a suc
cess or failure. Business is a combat from the time
It is launched and the struggle with competition
forces men to use their every effort to gain supremacy,
or to hold their own."
Thus, If the selling game Is the vital point upon
which the business of our country depends, it is but
reasonable that the matter be given careful study
and consideration by all men, and especially the
younger generation, for they will be in the great
army of salesmen within the next ten years.
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Laying the Foundation.
It will be interesting to follow briefly the first im
pressions conveyed to the class members. They are
told with emphasis that salesmanship. In this modern
day, is a liberal science, even that it is high art. "As
a profession it embraces the power to Influence men
and move them to action. As a business it Includes
every act In the conduct of business enterprise which
attracts the favorable attention of trade and aids In
the sale of merchandise at a profit."
With this positive premise laid down In the mind
of the student, the work passes to the essential ele
ments of a sale: Two persons and an article or
proposition which one of these persons desires to
transfer to the other for a consideration. Steps !ad-
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ments bearing in favor of his proposition. Here
comes In, too, a solid confidence in his own ability, in
his goods and In his employer as the man who will
deliver the goods when he has taken the order.
From all of which It will be seen the Omaha plan
of teaching expert salesmanship is based on a pretty
solid foundation.
Omaha Class Has Grown Kapldly.
Of salesmanship itself Mr. Heron gives the plain
definition that it is the art or faculty of convincing
the other fellow of his need of the goods u offer to
Such an extent that he will linv Train.., xalpumin.
Ing to the consummation of a sale are then dwelt on, ship typifies organized knowledge against unorgan-
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tention, to inspire confidence and to create desire.
The competent salesman must take the lead, by the
power of Initiative, and control the situation through
the several stages of negotiation. To be succeusful,
he is told, he must be sb!e to secure the undivided
attention of the man he is dealing with; and here em
phasis Is laid on personality and volco as very impor
tant factors. Clean personal appearance Is not of
much avail, says the expert, unless the salesman also
has dignity, pleasing and courteous manners. Then,
having reached his man prorerlj made the rlnht
"approach" he must be master of classified argu-
Shakespeare's
Birthday
TODAY was Shakespeare born!
Upon a day like this it must have
been:
A golden morn,
Fields decked in vernal green;
The birds full-throated sound their glee,
And with one voice
Rejoice.
A wondrous glory rests upon the sea,
The whiles
The Heavens are all smiles,
And earth doth wear
A Jocund air;
And all tbe world Is glad and gay
The Muse's greatest son was born today!
John Kendrlck Bangs.
man has experi
mented with it, and the cry of tbe business world is
for men who have mastered it.
When the Omaha class in salesmanship was or
ganized Mr. Heron agreed to give one hour one night
each week to instruction. Hoon the class became so
large it had to be divided into three sections. The
Monday night class is known as "The Army," the
Friday night class is dubbed "The Navy," and the
Thursday night class Is 'The Artillery."
The method followed is oral instruction, accom
panied by the use of the best text books. Demonstra
tion sales are carried on before tbe class, and the
members discuss practical problems arising during
the week. Successful and keen-minded business men
deliver lectures before the classes. All these elements
taken together are considered, by their results, to
constitute the most thorough and scientific method of
teaching salesmanship ever devised. At this time
fifty other cities have adopted the plan In use in
Omaha.
Of his own part in the work Mr. Heron says: "Every
man should render some service to the community in
which he lives. If this work is my part I will per
form it as best I can. The teaching of the science of
salesmanship is nothing more or less than character
training. While character is individual, the com
posites of all individuals give the city a character.
It is true the work has required both time and energy,
but who would not feel repaid, knowing as I do, from
the members of the class themselves, what benefit
we have all received through our combined efforts."
Class .Members Highly KatisJted.
Educational Secretary J. W. Miller of the Youpg
Men's Christian association says 6f tbe salesmanship
class: "This has been the mntt popular class ever
organized in the depai tnieiit, and has met the need
of more men. It Is easy to see what effect these men
could have on the upbuilding of our city. The men
, themselves have testified in- many ways that tbe class
has meant very much to them. The class next year
will be still better, because of this year's experience.
We plan also to give a course in advertising and busi
ness getting."
K. F. Denison, general secretary of the association,
says that In his Judgment the salesmanship class has
been one of the most profitable and helpful features
which the association has ever Introduced. "It la
composed of the best young business men of the city,
and under the most efficient leadership of Mr. Heron,
Is fitting into the ideals of the organization and Is the
means of enlarging the capacity and strengthening the
character of all Interested."
Several Omaha business concerns have already
tested the ability of some of Mr. Heron's pupils with
pleasing success, and Mr. Miller has on file a large
sheaf of letters testifying to the good work exhibited
by men taking the course. A goodly number of the
students have also given to Mr. Miller personal ex
pressions like these:
"The course, taken as a whole, creates a feeling
of self-confidence and enthusiasm which I believe are
the two fundamental qualities of a successful sales
man." "Tbe salesmanship course was an agreeable sur
prise to me. Character building, as presented, could
be practiced by any man or person with profit. It la
essential to greater success In any line."
"I am confident the course has helped me more
than any other study I have ever taken up."
"The course has pointed out to me my weak traits
and helped me to build them up wonderfully. The
most helpful part has been self-analysis and self
confidence. It has been the best training I have
ever had."
"I wish that I could have taken such a course at
the beginning of my career, eleven years ago, as It
would have been an Invaluable aid to me, and I am
certain I would have been a better salesman for It."
"Ideas received suggested avenues for Improve
ment In many lines of which I had never thought. As
a buyer, it drew out the rights that should be ex
tended to a salesman; and as a salesman suggestions
were obtained that would benefit any man, how
ever long his experience might be."
These ate but sample expressions received from
present sod former students, but they are typical of
the whole group on file, and will Indicate that the
work Is not only conducted on practical lines, but thai
ethics snd development of latent qualities axe alee
given proper weight.
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