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I just bought at auction a rare 1924 milk salesman’s manual that features Babe Ruth. The manual is loaded with data on milk designed to educate the milk salesman on all he needs to know to master the dairy product for house-to-house (milk route) selling. For example, did you know that a sheep will return only 2.6 pounds of edible food solids, while a dairy cow returns 18.1 pounds? You get the idea.

In less than one minute after I began reading, I realized this 84-year-old manual was right on the money. They were teaching milk salesmen how to milk their customers – but in a quality, value-based, truthful and expert way.

The foreword begins, “This book contains the latest information on the most successful method of milk salesmanship. Read and study this book carefully and you will be a better salesman as a result. Do not attempt to read it through at one time. Read only a little at a time, think over carefully what you have read, and go out and apply the principles learned.

“This book should be your constant companion, a ready reference book to consult often. Study the principles laid out in this book and you will be preparing yourself rapidly for a bigger job.”

Here is some additional content from the manual:

Salesmanship consists of three things:

1st – Knowing your merchandise.

2nd – Knowing your customer.

3rd – Knowing yourself.

There are several definitions of salesmanship, any one of which might serve your purpose.

DEFINITION NO. 1: Salesmanship is persuading the customer to get your viewpoint.

DEFINITION NO. 2: (With the 7 P’s) Salesmanship is the power to persuade plenty of people to purchase your product at a profit.

DEFINITION NO. 3: Salesmanship is a mental picture – creating power that results in persuasion.

Salesmanship is rapidly growing in importance because the big problem in industry now is not how to produce merchandise, but how to sell and distribute merchandise.

Salesmanship is one of the biggest jobs in the world. The Doctor has to employ salesmanship methods or he doesn’t do much of a business. The Preacher has to employ salesmanship methods or he will soon be talking to empty benches.

An attractive business-getting salesman is a combination of three factors:

One – neat, clean, attractive dress.

Two – A healthy body.

Three – A combination of certain qualities, such as enthusiasm, honesty, tact, self-command, courtesy, cheerfulness, promptness, memory, sympathy and initiative.

1. Be enthusiastic.

2. Be sincere.

3. Be yourself.

4. Be honest.

5. Be cheerful and courteous.

6. Be prompt.

7. Believe in yourself.

8. Cultivate constructive thought.

9. Put your heart in your work.

In selling, forget yourself. Self-consciousness spoils a man’s manner. Think not of yourself but of the things you’re trying to impress upon the prospect. Cultivate a pleasing personality and an earnest, confident manner. These qualities combined with the proper degree of enthusiasm and forcefulness command attention, create confidence, and hold interest.

Other than some gender references and syntax, this manual could have been written yesterday.

It also talks about the importance of service and how it’s tied to success.

It always amazes me that old information is pretty much new. Other than a few innovations like the car, the cellphone, the television, the laptop and the Internet, things are pretty much the same.