Over the years I have collected sales books, how-to books really…frankly, most of them are worthless, trite and not helpful at all. I realize now that most great sales managers-teachers-motivators are lousy writers which is why they never seem to get around to putting their ideas down on paper.

But my most prized sales possession is a vintage sixteen volume set called Modern Salesmanship, written and developed by La Salle Extension University of Chicago in 1922. Harding was President, Yankee Stadium wasn’t yet open and Peter Drucker (the father of management) would not write his seminal book, Concept of the Organization, for another 23 years.

It is an amazing read even today and most, if not all, of the theories, thoughts and programs still work and apply.

Consider this, from Volume 10, The Big Little Things:

Believe in Your Price

When a man ask the price, you’ve got him interested. But the attitude of your answer largely depends the sale. Too many salesmen quote their price in fear and trembling—in their own inmost heart they feel it is too high.
And the commonest remark in a buyer’s mouth is, “Price is too high. I can buy the same thing for less money.” Pity the salesman who feels that the buyer is right. He’s going to lose the sale or his self-respect if he cuts the price.
If you feel that the price of the article you sell is too high—either convince yourself that it isn’t—or get another job.
But look at it squarely.

Some things never change. Here is a picture of a company’s sales force, taken in 1922. Business casual?