Timeless Lessons In Retail Selling

Studying the Customer

All the secrets of successful retail selling were disclosed decades ago by a retail management master. His work, published in the time of America's booming retail industry's coming of age, is the foundation for all retail sales training courses ever presented by every retail guru, sales trainer, or retail company training program.

I stumbled across an old copy of this book while doing some client research. I was amazed at what I had discovered. It is my pleasure to present these timeless lessons in retail management and retail selling for your enjoyment and benefit.

- James Hallman

These articles have been been edited and compiled from research and writings on

retail selling originally published in 1916 by James W. Fisk. It is our belief that Mr.

Fisk’s work has been the foundation of all retail management practices and

training programs embraced by the retail industry for the last ninety-plus years.

The lessons are highly effective, and timeless.

Part of the charm of the original work, as we approach it today, is in its antiquated nature and references. We have attempted to leave as much of Mr. Fisk’s writings in its original state for that reason – though we have edited it to make it more gender neutral than the original.

The retail customer today is hardly different from the retail customer of yester-year. As Mr. Fisk observed, there are certain customer types, and there are distinctly different ways of handling those types in order to reach the most desireable outcome- a sale.

In the following chapters, Mr. Fisk outlines and describes the natural instincts of all humans, and why these instincts should be observed by the retail salesperson. Then, he discusses the various general types into which retail customers most commonly fall, and gives very specific advice on techniques for establishing rapport and moving the customer forward to a positive action.

Now, here are the timeless lessons in retail selling:

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