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CHRIS JoNEs
R.oltar
EacraDtento
'tlic. Catiforflia Reat
Pr.tiddi
EstuIc nssa.iatiar
Merlber E d itati|l Cortnri ll c c
Rcalt! Bl1tc Book
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Tke Resl,tuBLueBook of California r67
OMEONE has said, "Th€re is nothing new under the sun." All
of the themesfor poemshave beenused. The numbe! of plots
for books,stories, and plays have been card indexed,and any
author that has w tten anything for hundredsof yeals is only put-
ting one of the oid themesinto new languageor making a different
ro;bination of circumstancesof the old material.
So wheD I attempt to discuss some simple principles of real
esatesalesmanship, I must tell you in advance that you must expect
[othing new. I r-eadmany books and a*ic]es on serlilLo,and frankly
I seldom expect to ever' find anlthing new. The most ore can expect
is to find some of the old truths dressed up in new clothes, sometimes
in so beautiful a fashioD that we think they are new, or on the other
hand perhaps these truths ale really ne$r to us becausewe have never
real,l! thoxlght about them before, or never ?is€d,r€?r. And unless vre
test a truth with use we do not really know it.
Frequently when I hear a man talking about selling, I say
c]4rically to myself, "I wonder if that fellow with his clever speech
muld avoid stanation if he had to get out in the cold world and sell
a house or lot." So that you will put me in proper perspective I
will say at the staft (as you can easily discover as I proceed) that I
nake my living selling real estate, not selling information about sell-
ing. I have been selling real estate in Sacramento for twelve yeaN,
and have been through the mill from commission, selling with a horse
ard buggy, to a point when I now do not sell the customer but try to
sell my salesmen,and 1vhild my point of view is necessarily that of the
smalltown man, some of the lessonsI have learned may be of interest
and profit to you.