Now that salesmanship has been recognized as a career and almost elevated to the rank of an art, the human side of the business of buying and selling is being investigated from every point of view. We all know by experience how much the salesman or saleswoman can do to help the buyer, and that very considerable minority that spends its working days behind the counter knows (often by bitter experience) what the customer could do to help the salesman. 'Sales resistance' and 'sales campaigns' are useful terms, but both the buyer and the seller are human beings, and it pays to remember that fact. Miss Gladys Burlton, who is head of a business training institute, will talk of the human side of the selling game.