CHAPTER V

THE CUSTOMER AS THE SALESMAN’S GUEST 56–75

The Human Heart Throb; Greeting the Customer; Remembering the Name; No Geography in Service; Familiarity; Meeting Him Face to Face; Side Chatter; Painful Silence; Customer Concentration; Talking in Terms of “You”; Stick to the Sale; Talking in Positive Terms; Don’t Argue; “War-Time Portions” Out of Date.