Review of B. C. Forbes' "America's Twelve Master Salesmen"
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Published July 3, 2021
Updated December 12, 2021 |
Max Hess Jr. is one of the twelve authors in this book
Max Hess Wins Man-of-the Year Honor:
Max Hess, Jr., president of Hess Brothers, Allentown has been named the 1952 “Man of the Year in Retailing.” … Mr. Hess, selected for the award because of his “outstanding contributions to the advancement of the field of retailing,” is the third retailing leader to be chosen for the annual award. … His stores, Hess Brothers, has made retailing history by doing more business than any other store in cities with populations of less than 200,000. Last year, his store did an annual volume of $17,000,000 in Allentown a city of 106,000. …
Typical of his progressive philosophy of retailing was the installation recently of two-way radio communication between his store and delivery trucks, the first time this technique was employed by a department store.
Max Hess, Jr., president of Hess Brothers, Allentown has been named the 1952 “Man of the Year in Retailing.” … Mr. Hess, selected for the award because of his “outstanding contributions to the advancement of the field of retailing,” is the third retailing leader to be chosen for the annual award. … His stores, Hess Brothers, has made retailing history by doing more business than any other store in cities with populations of less than 200,000. Last year, his store did an annual volume of $17,000,000 in Allentown a city of 106,000. …
Typical of his progressive philosophy of retailing was the installation recently of two-way radio communication between his store and delivery trucks, the first time this technique was employed by a department store.
The Mauch Chunk Times-News, April 25, 1952
A Review of "America's Twelve Master Salesmen" by B. C. Forbes
- Overview of the History of "America's Twelve Master Salesmen"
- One Review of the Day: 1952
- This Author’s Thoughts and Perceptions
Overview of the History Behind America's Twelve Master Salesman
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There were very few reviews of this book in 1952 as it was published and advertised by the B. C. Forbes & Sons Publishing Co. Inc., obviously, as a quick read. It contains brief introductions for the twelve individuals who contributed short articles for the book. [B. C. Forbes had been utilizing this format with success through a long career in publishing with other works such as: The Men Who Are Making America, Automotive Giants of America, and America’s 50 Foremost Business Leaders].
The article above covers Max Hess Jr., who he was, and the offer he received to write a short vignette for the book because of his success in the retailing industry. B. C. Forbes extended similar offers to the twelve individuals in this book. |
Eleven businessmen and one businesswoman contributed to the book. They included Winthrop “Win” H. Smith [Merrill Lynch] in the securities industry, Arthur H. “Red” Motley [Parade Magazine] in publishing, James A. Farley [Postmaster General and Coca Cola, Incorporated] in politics and international business, Max Hess Jr. [Hess Brothers] in retailing, Norman Vincent Peale [Methodist Minister] in religion, Thomas J. Watson Sr. [International Business Machines] in business machines, Mary Margaret McBride [First Lady of Radio who made daytime radio profitable] in broadcasting, Alfred E. Lyon [Philip Morris] in tobacco, Elmer G. Leterman [independent agent] in insurance, Alex M. Lewyt [Lewyt Vacuum Cleaners] in manufacturing and distribution, William Zeckendorf in real estate, and Conrad Hilton [Hilton Hotels] in the hospitality industry.
The following is one of the reviews available when the book was published.
The following is one of the reviews available when the book was published.
One Review of the Day: 1952
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The first-hand accounts of the selling principles, techniques, and practices of twelve nationally recognized leaders in their fields, assembled in one book, make a highly entertaining volume. … the publisher of the book … has succeeded in a manner that will hold the interest of the reader through 199 pages of 12 brief autobiographies … but there are pitfalls for novices. …
The reviewer, as a sales promotion manager, can see a very real degree of danger to the young salesman who might be looking for guidance from the experiences of these twelve, master salesman. … The danger to the young salesman starting out on the premises of their methods would lie in his natural tendency to look at the ends these matured experts reached and to regard some of the means they used as excusable … and the how was left out. The insurance salesman [Elmer G. Leterman] starts out as a poor boy in Virginia in a country store and winds up in high circles selling only million-dollar contracts, without telling anything about how he got “that way” during the intervening interval of many years. … So on through the remaining autobiographies. The book can be an inspiration to a life of selling, but it cannot be considered as a textbook on methods and techniques. |
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Paul F. Causey, "Master Salesmen's Stories," The Baltimore Sunday Sun, September 14, 1952
This Author's Thoughts and Perceptions
The review above is understandable and accurate if a person reads these vignettes looking for concrete actions to take to be a successful saleswoman or man, but if a person is reading for the foundational beliefs that guided successful men and women in their business endeavors—from which to base those actions—the review shortchanges the major benefit of this book. [view Alfred E. Lyon’s perspective on the perfect salesman in the sidebar provided]
The major benefit from this book is gaining an understanding of the different belief systems that can drive a set of actions to make a person successful—probably not just in sales but any aspect of life.
Each individual author has a theme stated at the beginning of their section, and they are as varied as their paths to success.
The major benefit from this book is gaining an understanding of the different belief systems that can drive a set of actions to make a person successful—probably not just in sales but any aspect of life.
Each individual author has a theme stated at the beginning of their section, and they are as varied as their paths to success.
Here are a few:
- James A. Farley it was “Idlers Do Not Last Long"
- Max Hess Jr. it was “Strive for a Specific Goal"
- Conrad N. Hilton it was “Make Them Want to Come Back"
- Elmer G. Leterman it was “Neglected Customers Never Buy, They Just Fade Away"
- Alex M. Lewyt it was “Believe in Your Product, Love It and So Will the World"
- Mary Margaret McBride it was “Honesty Is the Best Policy"
- Arthur H. Motley it was “Nothing Happens Until Somebody Sells Something"
- Dr. Norman Vincent Peale it was “Have Faith in People – They Are Basically Good"
- Thomas J. Watson it was “Pack Your Todays with Effort – Extra Effort"
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The book provided two sources of information: (1) high-level background on those who were among the top recognized leaders in the early fifties across multiple disciplines (although B. C. Forbes did focus mostly on business) and (2) short vignettes on their varied backgrounds and belief systems.
The best prize I received was a book that obviously had been given out by one of the book's authors: Elmer G. Leterman. The page inside the book contained an Elmer G. Leterman witticism: “Even if you’re on the right track, you’ll get run over if you just sit there.”
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Even Leterman's business card made an impression
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Slid into the book was his personal business card [see picture provided].
It is a business card that is distinctive in its size and slogan.
I guess Mr. Leterman takes first place as the top “master” salesman for me. He gave a gift that is still giving!
Cheers,
- Pete
It is a business card that is distinctive in its size and slogan.
I guess Mr. Leterman takes first place as the top “master” salesman for me. He gave a gift that is still giving!
Cheers,
- Pete
