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THE MASTER SALESMAN: 118 total pages.

selling is big and broad and the ideas that he outlines are unquestionably destined to permeate the business structure more and more with the passage of time. We of course see that Mr. Smith is dealing with the average salesman, and not with the highly skilled "superlative" members of that craft - "stars" who, because greatly in the minority, are not truly representative as a whole. The term "Superlative" that he uses is defined by the Standard Dictionary as: "That which is of the highest possible excellence or eminence, or is superior to all other things of its kind or with which it is naturally compared." There are, of course, such salesmen, but it would [9] THE MASTER SALESMAN be futile to expect a great body of salesmen to rise to their level, and it is an inversion of logic to think that all salesmen can do what a small body of highly gifted men of their craft can do; the superlative is, of course, always a good thing to have, but it is almost invariably too rare to have it generally or universally; hence we must not judge

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