True salesmanship consists in helping the "prospect"
to obtain the merchandise that he really needs. This point must be stressed. It means helping the prospect. It means service.
It does not mean taking advantage of him in any way. It certainly does not mean forcing upon him things that he does not need and cannot afford.
Nor does it mean pretending to give him one article
when in fact he is getting another and inferior one.
Such a policy is not salesmanship at all. It is, in plain English robbery.

True salesmanship is finding out what your customer really needs,
and supplying him with it; or if you cannot furnish it yourself,
advise him to go elsewhere. Such a policy will not, as many would suppose, mean loss of business. On the contrary, this method-merely the application of the Golden rule- will build up your business more rapidly then anything else could. People sense honesty and sincerity intuitively, and these things beget confidence. Working in this way you may lose one order through your honesty, but you will get half a dozen in it place-and
you will have peace of mind.