Since the beginning of time when a rightful order was introduced, establishing proper balance in all things, we find we must still, maintain such balance to sell Sanitation, or anything else.

What is the problem?—Bacteria

What is the control?—Sanitation

How is it corrected?—Cleaning and Sanitizing

How is it accomplished?—Proper Methods

Why use it regularly?—Good Habits

What is the result?—Quality Milk

Why is it of interest?—Profit

Since selling is based on four basic fundamental principles, namely Quality, Service, Satisfaction and Profit, the author tells the story of Sanitation.

Here proper balance is indicated again and if we humans hope to do a goad job to help keep our industry great, we must develop our personalities to a proper balance also. Most men are capable of much more than their regular efforts and action indicate. The only thing is they lack a plan. A track to run on. Assuming our knowledge and work effort is acceptable, there remains only our personalities and therein lies the key to Selling. If we list only twelve personality traits, namely:

  • S kill

  • A bility

  • L oyalty

  • E nthusiasm

  • S incerity

  • M odern

  • A ggressive

  • N eat

  • S elf Organization

  • H onesty

  • I nitiative

  • P ersistence

you will find a track to run on; by taking the first letter of each trait as listed you have S-A-L-E-S-M-A-N-S-H-I-P. Practice these traits and develop new ones, therein lies the important secret of Selling. Do these things regularly enough to become a habit and it will help keep the proper balance in the bank.

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Author notes

*Delivered at Annual Meeting of the Wisconsin Milk Sanitarians's Association, Madison, Wis., September 4, 1952.

Herb Ewell, sales supervisor of the Pennsylvania Salt Manufacturing Company's Food Products Department for most of northeastern United States, has been pioneering in the improvement of dairy products quality through sanitation. for the past thirty years. He has lectured many eastern agricultural colleges, technology group meetings, and short courses. He is the author of a number of articles on the subject, including one on “Trouble Shooting–Hot water and the Better Milking Program.” He is a member of the Dairy Drama Associates, a group of men in the field of dairy sanitation in the Northeast who put across their point by dramatizing actual situations in meetings of sanitarians, field men, and dairy farm groups.