Marshall Field’s 10 Virtues of a Successful Salesperson

Marshall Field, who founded the world famous department store Marshall Field’s, was one of America’s greatest salesmen. A farm boy who left school at the age of 17 to become a clerk at a dry goods store in Pittsfield, Massachusetts, he was destined by dint of hard work and his unwavering belief that any ordinary job can be made great, to create a vast fortune and a business organization second to none.

After declining an offer of partnership in the dry goods store, he pursued his interest in the fast-developing West and traveled to Chicago in 1856. There he began as a clerk in the city’s leading wholesale dry goods store. Only eight years after entering the firm with an initial yearly salary of $400, Marshall Field was the head of a very successful business and boasted an interest in the store of $260,000.

Despite the store’s destruction in the Chicago fire of 1871, the ensuing panic of 1873, and another fire in 1877, the success of Marshall Field was not to be denied. The firm’s sales totaled $12 million in 1868 and rose to $25 million by 1881. Before Field’s death in 1906, sales had reached an impressive $68 million.

What were the key attributes of Marshall Field’s success in selling? With his close attention to customer service, he glorified the job of everyday selling and gave it zest and a heroic image. In an era known for its low standard of business ethics, Field stood out as a shining figure of integrity. He insisted all the firm’s transactions be handled in the most upright manner. Field established a strict cash system and was the innovator of many principles which are now standard practice in selling. He was the customer’s champion by stressing the one-price system, featuring a personal shopping service and home delivery. In addition, he pioneered the department store restaurant for shoppers. Field’s customer oriented vision endeared him to patrons who appreciated his introduction of the option of exchanging goods bought on approval.

Field’s excellent managerial skill and reputation of fair dealing with employees as well as customers helped to make Marshall Field & Company in Chicago the world’s largest retail store. Over his lifespan of 71 years, Field developed a list of 10 fundamentals for salespeople. Listed below, these serve as an excellent guide for salespeople in 1988, just as they guided Field himself a century ago.

1.The Value of Time. Time can dry a tear and heal a grievous wound, but also can make a million of a dime. Time determines whether you are a salesman or a loafer.

2.The Value of Perseverance. You will always find the greatest sales at the end of the street, at the end of the day, and after ringing many doorbells in vain.

3.The Value of Work. Without work your days are empty and satisfaction flies. There is no pleasure like work. There is no joy its equal.

4.The Value of Simplicity. A sweating racehorse needs no label. A sincere attitude doesn’t need words. Simplicity is compelling selling.

5.The Value of Kindness. The service doesn’t hide behind a mask of friendliness, for kindness can’t be counterfeited.

6.The Value of Example. The salesperson you train with words has nine chances to fail to the one for the salesperson you train by demonstration. The greatest influence you have is built by what you do.

7.The Value of Duty. Like your shadow is always with you in the light, your sense of duty whispers to you through your inner conscience. People who don’t listen to conscience act like people without conscience.

8.The Value of Talent. The wise salesperson notes his abilities and talents and continually strives to train, expand and improve them.

9.The Value of Character. The word of some salespeople is greater than the bond of others. Character is so dominant and self-evident that it needs no advertising.

1O. The Value of Originating. A salesman’s foremost duty is to point out to prospects new joys and possibilities. He originates new visions and sells through them. He also finds glory in the possibilities that selling offers to the professional.