THE PSYCHOLOGY OF SUCCESSFUL SELLING
by Richard W. Husband '26.New York: Harper. 1953. x, PPm $3.95.
The character of this practical handbook is indicated in the author's own words:
"This book is aimed toward the alert and ambitious salesman who has a strong enough desire to improve himself in his chosen field to be willing to do some reading and studying on his own time....
"My purpose was not to write a specialized book....I am convinced that the basic principles of selling apply to all fields....
"My purposes are practical, and only occasionally tinged with a theoretical discussion. ...I point this out partly because you may have noticed on the title page that the author is associated with a college. And there is an erroneous, but unfortunately widespread, idea that college professors are impractical."
The practical purposes of the author are shown both by the table of contents and the fact that the book is written in the salesman's own language. Fifteen of the twenty-two chapters deal with various phases of sales tactics, and three chapters with selecting the salesman. The concluding chapter contains a 100-item self-examination for the ambitious salesman.
