,illustration ,,certain ,,success by ,norval ,a4 ,hawkins ,author of ,the ,selling ,process ,,third ,,edition #aibj ,,detroit1 ,,michigan ,contents ,,chapter ,,page ,,to ,,begin ,,with 4 4 4 4 4 4 4 4 4 4 4 4 4 4 #i ,,how ,,to ,,study4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 #bd ,i4 ,,the ,,universal ,,need ,,for ,,sales ,,knowledge4 4 #bi ,,ii4 ,,the ,,man-,,stuff ,,you ,,have ,,for ,,sale 4 4 4 4 4 #fc ,,iii4 ,,skill ,,in ,,selling ,,your ,,best ,,self 4 4 4 4 4 #ajh ,,iv4 ,,preparing ,,to ,,make ,,your ,,success ,,certain4 4 #acg ,v4 ,,your ,,prospects4 4 4 4 4 4 4 4 4 4 4 4 4 4 #aef ,,vi4 ,,gaining ,,your ,,chance 4 4 4 4 4 4 4 4 4 4 4 #agi ,,vii4 ,,knowledge ,,of ,,other ,,men4 4 4 4 4 4 4 4 4 4 #bji ,,viii4 ,,the ,,knock ,,at ,,the ,,door ,,of ,,opportunity ,,and ,,the ,,invitation ,,to ,,come ,,in 4 4 4 4 4 #bci ,,ix4 ,,getting ,,yourself ,,wanted 4 4 4 4 4 4 4 4 4 #bgj ,x4 ,,obstacles ,,in ,,your ,,way 4 4 4 4 4 4 4 4 4 4 #bih ,,xi4 ,,the ,,goal ,,of ,,success 4 4 4 4 4 4 4 4 4 4 4 #ccb ,,xii4 ,,the ,,celebration ,,stage 4 4 4 4 4 4 4 4 4 4 #cfh ,to ,begin ,with-- ,sidenote3 ,salesmanship ,essential to ,assure ,success ,there are particular characteristics one can have1 and particular things one can do1 that will make failure in life certain4 ,why1 then1 should not the possession of particular opposite characteristics1 and the doing of particular opposite things1 result as certainly in success1 which is the antithesis of failure8 ,that is a logical1 common-sense question4 ,the purpose of this book and its companion volume1 ,the ,selling ,process1 is to answer it convincingly for you4 ,success can be made certain2 not1 however1 by the mere possession of particular characteristics1 nor by just doing particular things4 ,your success in life can be assured2 but only if you supplement your qualifications and make everything you do most effective by using continually1 whatever your vocation1 the art of salesmanship4 99 99 99 99 99 ,sidenote3 ,why ,are ,some ,men ,failures ,who ,deserve to ,succeed8 ,life can hold nothing but failure for the ill-natured1 unsociable1 disgusting tramp who is known to be ignorant1 lazy1 shiftless1 a spendthrift1 a liar1 and an all-around crook4 ,such a worthless man will make a complete failure of life because he is so dis-qualified to succeed4 ,on the other hand certain success ought to be achieved by the good-natured1 intelligent1 reliable man who continually wins friends2 the truthful man who has a fine reputation for thrift1 honesty1 neatness1 and love for his work4 ,he seems entirely worthy of success4 ,yet for reasons that baffle himself and his friends it sometimes happens that such a man is unsuccessful4 ,the defeat in life of one who appears so deserving of victory seems to prove that success cannot be assured by the development of individual characteristics and by doing specific things4 ,but such a wholly negative conclusion would be wrong4 ,when a worthy man fails1 he loses out because he lacks an essential positive factor of certain success--the ability to sell his capabilities4 ,by mastering the selling process this failure can turn himself into a success4 ,sidenote3 ,self-advertised ,disqualifications ,unrecognized ,capabilities ,we are sure of the failure of the man who is utterly disqualified to succeed2 not because he has particular faults1 but because they self-advertise and sell the idea of his disqualifications for success4 ,his characteristics and actions make on our minds an impression of his general worthlessness4 ,defects are apt to attract attention1 while perfection often passes unnoticed4 ,millions of worthy men1 otherwise qualified for success1 have failed solely because their merits were not appreciated and rewarded as they would have been if recognized4 ,capabilities1 like goods1 are profitless until they are sold4 ,therefore the man who deserves to win out in life can make his victory sure only by learning and practicing with skill the certain success methods of the master salesman4 99 99 99 99 99 ,sidenote3 ,the ,duty to ,succeed ,down through all the ages has come the duty to succeed4 ,it was enjoined in the ,parable of the ,talents4 ,no one has the right to do less than his best4 ,then only can he claim full justification for his existence4 ,the ,creator accepts no excuses for failure4 ,every personal quality1 and every opportunity to succeed that a man has1 must be used1 to entitle him to the rewards of success4 ,he owes not only to himself and to his fellows1 but also to ,god1 the obligation of developing his utmost capability4 ,if he does not pay dividends on the divine investment in him1 his dereliction is justly punished by failure in life4 ,sometimes he even forfeits the right to live4 ,sidenote3 ,success ,cannot be ,copied ,many ambitious people1 who recognize their duty to succeed but do not know how to go about it1 make a common mistake in thinking4 ,they believe the secret of certain success can be learned from examples2 that success can be copied4 ,so men who have succeeded conspicuously are often asked to state and explain their rules1 for the benefit of other men who regard them as oracles4 ,sidenote3 ,other ,men's ,formulas ,doubtless you have read much about ,marshall ,field1 ,j4 ,pierpont ,morgan1 ,charles ,m4 ,schwab1 and similar outstanding business men4 ,you have studied their principles of success4 ,you have tried to practice their methods4 ,but somehow the most careful following of their directions has not made you a multi-millionaire1 nor can you see riches as a prospect4 ,naturally you are both disappointed and puzzled4 ,perhaps you have tested faithfully for years various formulas of success extracted from the advice of successful men4 ,yet you have failed1 or have achieved only partial and unsatisfying success4 ,you have been unable to solve the problem that you once felt so sure could be worked out by the rules you mastered4 ,maybe you have become discouraged and have given up1 in disgust1 your ambition for achievement4 ,very likely you have said to yourself1 ,success is so much a matter of luck and circumstances1 there's no way to make sure of it4 ,i've done everything that ,marshall ,field1 ,j4 ,pierpont ,morgan1 and ,charles ,m4 ,schwab have counseled2 but ,i'm still plugging along on an ordinary salary4 ,rules for certain success are bunk4 ,luck has to break right for a man4 ,sidenote3 ,the ,element of ,luck ,unquestionably good luck has brought success to some men who would have failed without its aid4 ,it is equally beyond doubt that bad luck has prevented other men from achieving their ambitions4 ,of course such successes and failures do not fall within any rules4 ,they are altogether exceptional1 and neither prove nor disprove general principles4 ,eliminating the factor of luck1 good or bad1 the success of any normal1 deserving man can be made certain to the extent of his individual capacity4 ,some men have different or bigger capacities than others2 hence not all successes will be of the same kind1 or alike in extent4 ,but any normal1 deserving man can assure himself as great a success as he is fitted to achieve4 ,it is necessary1 however1 that he do more than develop his utmost capability4 ,he must learn to employ skillful salesmanship1 in order to market his goods of sale1 or personal qualifications1 most profitably4 ,sidenote3 ,sales ,skill ,necessary ,each of us has to make his own pattern of success4 ,the individual should develop his individuality1 instead of attempting to imitate anybody else4 ,it is even more necessary for him to use most effectively all the natural powers he builds up4 ,a man can assure his success only if he learns how to utilize his personal qualifications so as to create and control his opportunities to succeed4 ,he should be able to bring himself to good luck1 and not expect anybody or any event to bring good luck to him4 ,one cannot make the most effective use of his capabilities1 he cannot create and control his chances to succeed1 until he develops skill in salesmanship1 which is necessary to market his qualifications profitably4 ,he must practice selling himself until the habit of using sales skill in everything he does and says becomes second nature to him4 ,sales skill is the dynamic factor of success4 ,it transforms potential powers into actual accomplishments4 ,it enables the qualified man to turn his individual capabilities to best account4 99 99 99 99 99 ,sidenote3 ,opportunity ,a ,constant ,companion ,sometimes a man says1 as an excuse for his failure1 ,i never had a chance4 ,the truth is that ,opportunity is a constant companion to every man4 ,each of us has within himself limitless wealth4 ,all normal people are rich in ability4 ,it is possible for anyone to become more prosperous4 ,he need only turn his possibilities into realities4 ,when a man capable of accumulating riches continues poor1 he is like the shipwrecked discoverer of a bonanza gold mine on an uncharted island4 ,he cannot exchange his potential wealth for the things he desires2 because he is unable to market his raw gold4 ,similarly you who have not yet succeeded are potentially rich4 ,if you possess the generally recognized fundamentals of success2 such as characteristic honesty1 intelligence1 energy1 etc41 you are not handicapped for want of a market4 ,even though you now may seem to lack some of the essential qualifications1 you are capable of succeeding4 ,every necessary characteristic of the successful man is latent in your nature and can be brought out by development4 ,you have not yet done your utmost with the best that is in you4 ,sidenote3 ,your ,market ,not ,lacking ,first you should resolve to make yourself completely worthy to succeed4 ,meanwhile you should be learning how to sell your goods4 ,on every hand there are markets in which qualities like yours are being sold successfully by other men4 ,undoubtedly there will be a purchaser for the best that is in you when you bring it out2 provided you present your goods of sale in the most skillful way4 ,all about you are highly prosperous people with no more innate merits than you have4 ,certainly the market for your particular abilities is within reach4 ,golden opportunities of which you have not taken the fullest advantage surround you and touch your daily activities4 ,if you have not grasped your chance1 it was because you did not know how to reach out with all your capabilities4 ,in other words1 possessing the fundamental qualifications for success1 you have stood in the midst of the world's need for such capabilities as yours1 but you have not gone through the selling process4 ,you have failed thus far to achieve your ambition1 simply because you have been an unsuccessful salesman of yourself to the world4 ,perhaps you never have thought of yourself as a salesman4 ,you may not have realized the importance to you of knowing and practicing the principles of skillful selling4 ,only one per cent of the people in the ,united ,states call themselves salesmen or saleswomen4 ,yet in order to succeed1 each of us must sell his or her particular qualifications4 ,your knowledge and use of the selling process are essential to assure your success in life4 99 99 99 99 99 ,sidenote3 ,master ,salesmen ,made1 ,not ,born ,the best commercial executives agree that the most effective selling representative of a house is not the natural born salesman1 but the salesman who is made highly efficient by training4 ,so every big1 successful business conducts a course in salesmanship4 ,thorough tests have proved that particular principles and methods of selling are sure to produce the highest average of orders4 ,therefore these principles and methods are followed as standard practice in the sales department4 ,that is1 in order to assure the success of an individual salesman1 he is required and aided to develop particular qualifications and to do certain things that master executives have learned will get the orders and hold the trade of buyers4 ,the qualified professional salesman is drilled thoroughly in tested principles and methods of selling4 ,he is trained to use this standard sales knowledge skillfully4 ,as a result he works in the field with complete confidence4 ,why should he doubt that he will succeed8 ,he knows his own limitations and capabilities2 knows the true worth of his line2 knows there is a market in his territory2 knows how to sell in the ways that have been proved most effective2 and knows that practice of right salesmanship will make him skillful in getting and holding business4 ,verily such knowledge is power4 99 99 99 99 99 ,sidenote3 ,certain ,success ,with the ,selling ,process ,your success in selling yourself can be made as certain as is a successful career to the first-class professional salesman4 ,this book and its companion volume will explain in detail salesmanship ways to develop your best capabilities most effectively4 ,you will be given the principles and methods employed by the expert salesman in marketing any kind of right goods4 ,you will also be shown how to sell yourself by adapting his practices to your goods of sale4 ,when you comprehend1 and employ as second nature1 the usages of the finest sales art1 your success in life1 like that of the master professional salesman1 will be certain4 ,sidenote3 ,ideas of ,goods ,not the ,goods ,themselves ,are ,sold ,if you have not called yourself a salesman1 perhaps you doubt the value to you of skill in selling4 ,all you have to market is the best that is in yourself4 ,your ambition may be to succeed as a doctor1 or lawyer1 or preacher1 or clerk1 or mechanic1 or farmer1 or banker4 ,you do not see how salesmanship could assure your success1 however much it might help some one with commercial ambitions4 ,if you think it would not be worth while for you to master the selling process1 since you do not expect to engage in the profession of selling1 you misconceive the functions and work of the salesman4 ,you have thought he sells goods2 and that as you do not deal in commodities1 you would have no practical use for the selling process he employs to assure his success4 ,but even the shoe salesman1 or grocery salesman1 or real estate salesman1 or insurance salesman does not really sell goods4 ,he sells ideas about goods4 ,similarly you sell ideas about yourself in order to succeed4 ,sidenote3 ,when the ,goods and the ,ideas ,are ,different ,a sale is often completed in business without any inspection of the actual goods by the purchaser2 as when a quantity of standard sheet copper is specified1 or when the salesman describes a piece of machinery or shows a picture of it with a catalogue number4 ,the goods are to be delivered later4 ,however1 the selling process is finished2 though only the mind's eye of the buyer has seen what he anticipates getting on his order4 ,the salesman has presented nothing except certain ideas to the mental vision of the prospect4 ,but these ideas have been sold so realistically to the imagination of the purchaser that he gives his order for what he expects4 ,suppose the goods delivered later do not correspond with the particular ideas about them that have been sold4 ,for example1 the sheet copper furnished is not as specified in the contract1 or the machine shipped is not the same as the salesman pictured when he got the order for it4 ,then there has been no sale of the different goods4 ,the intending purchaser bought particular ideas4 ,he will not accept the delivery of goods unlike the ideas sold to him4 ,sidenote3 ,know ,your ,prospect's ,idea ,another illustration4 ,a real estate salesman describes a bungalow to a prospect for a home4 ,he shows plans and specifications1 with accurate dimensions2 there is no misrepresentation of any detail4 ,the salesman especially emphasizes1 what is his own belief1 that the bungalow would make a cozy home4 ,the prospect decides to buy the property4 ,he says1 ,if it is as you describe it1 ,i'll take that place4 ,the sale to his mind has been completed4 ,all that remains is delivery of a bungalow corresponding to the ideas sold4 ,the delighted salesman escorts the buyer to the cozy home4 ,but the empty rooms do not confirm the idea emphasized to the prospect4 ,the salesman cannot furnish them convincingly with his imaginative cozy word pictures4 ,he has made the mistake of omitting to learn the other man's conception of a cozy home before selling the expectation of coziness4 ,he is shocked when the sale is declared annulled with the prospect's contradiction of his description1 ,there's nothing cozy about this place4 ,the intending buyer of a home feels there has been a misrepresentation2 though the bungalow is exactly like the plans and specifications shown to him4 ,he was sold an idea that the goods have not delivered2 so he declares the sale off4 ,a sale is a success only when true ideas are sold1 and afterward are delivered by the goods4 ,sidenote3 ,selling ,ideas ,about ,yourself ,if you have the goods and would succeed certainly in your chosen vocation1 you must sell to the world or to individual buyers true ideas about your particular qualifications for success--true ideas regarding your best capabilities and the value of your services4 ,your goods of sale may be your muscular power2 your brain energy2 your talents1 skill1 integrity1 and knowledge in this capacity or in that4 ,whatever qualities you possess1 it is necessary that some one be sold the idea of their full worth1 or you cannot succeed4 ,no matter how valuable your services might be1 they have only potential worth until another man1 or some business1 or the world at large perceives desirable possibilities in you and buys the expectation that you will deliver the goods4 ,probably you have said to yourself1 ,if ,i had the chance1 ,i know ,i could deliver the goods4 ,we will grant that you are able to make delivery4 ,however1 before you will be given a chance you must get across to the mind of some prospective buyer of muscular power1 or brain energy1 or other capabilities such as you could supply1 the true idea that you have the goods he needs and that your qualifications would be a satisfactory purchase for him4 ,in other words1 it is necessary that you use the selling process effectively1 with thorough scientific knowledge and a high degree of art1 in order to make certain of gaining your opportunity for success4 ,you have no doubt that you can succeed if you get the chance4 ,but you have not realized1 perhaps1 that you can make yourself the master of your own destiny by first learning and then practicing until it becomes second nature to you the sure1 salesmanship way to gain the opportunities you deserve4 ,after you comprehend the sure process1 you can soon develop skill in actually selling to other men true ideas of the best that is in you4 ,sidenote3 ,the ,secret of ,certain ,success ,the secret of certain success in life for you1 then1 whatever your vocation or ambition1 lies in knowing ,,how to sell true ideas of your best capability in the right market or field of service4 ,the chapters of the present book1 supplemented by the contents of the companion volume1 ,the ,selling ,process1 should reveal to you clearly every principal detail of this secret4 ,sidenote3 ,no #ajj ,salesmen ,before you proceed further with the study of successful salesmanship as analyzed in these pages1 avoid a possible misconception of masterly selling4 ,even the most efficient salesman does not get all the orders for which he tries4 ,by his knowledge and skill his average of failures is minimized2 therefore everybody recognizes him as a great success4 ,so1 however well you comprehend the selling process1 and however skillfully you use it in your career1 you will not always accomplish the particular purpose to which you apply your salesmanship4 ,but you will markedly lessen the number and importance of your failures to do the things you attempt4 ,you will also increase to an extraordinary degree the quantity1 quality1 and profitable results of your successful efforts4 ,you will make a grand average so high that you will feel you are a real success4 ,others1 too1 will so regard you4 ,sidenote3 ,the ,master ,key ,therefore1 whatever your life ambition1 study the selling process until you understand it thoroughly2 then perfect your skill by daily practice in selling your ideas1 and ideas about yourself1 to other people4 ,when you know ,,how to sell true ideas of your best capability in your chosen market or field of service1 and have become expert in applying what you have learned1 you can use salesmanship continually in your everyday work4 ,you should feel absolute assurance that with its aid you can open the treasure house of your desires4 ,this universal master key that fits all locks now between you and success can be made by your own hands and head4 ,you have begun to shape it for your future use4 ,how to ,study ,certain ,success with ,the ,selling ,process ,sidenote3 ,suggestion ,to ,salesmen ,the professional salesman or saleswoman who undertakes the thorough study of both this book and its companion volume1 might better read first ,the ,selling ,process1 the chapters of which apply especially to his or her vocation4 ,if you are a salesman1 therefore1 begin your study with the introduction to that book4 ,when you have read ,the ,selling ,process once1 start ,certain ,success and master it4 ,then re-read the other book in the light of the new ideas that will have been shed upon its contents by the present text4 ,the practical value of ,certain ,success and ,the ,selling ,process to you as a salesman will be multiplied a hundredfold if both are kept handy for continual reference4 ,the marginal index should enable you to find quickly any point regarding which you want to refresh your recollection4 ,this set of books was not written to collect dust on a library shelf4 ,no salesman can get the full worth out of the pages unless he uses ,certain ,success and ,the ,selling ,process as working tools4 ,sidenote3 ,if ,your ,vocation ,is ,not ,selling ,if you are not engaged in selling as a vocation1 and have not realized before that you must be a good salesman or saleswoman in order to achieve your life ambition1 commence mastering the secret of certain success with the selling process by reading thoroughly the book now in your hands4 ,this preliminary study will increase your ability to read intelligently the more technical contents of ,the ,selling ,process4 ,do not skip or slight any portion of either book4 ,you cannot afford to miss a single bit of information regarding the sure way to succeed4 99 99 99 99 99 ,sidenote3 ,purpose and ,scope of the ,two ,books ,this is the first publication of ,certain ,success1 but five large editions of ,the ,selling ,process were required in #aiai and #aibj to supply the demand from all over the world4 ,the two books1 each complete in itself1 now are issued together under the double title1 ,,certain ,,success ,,with ,,the ,,selling ,,process2 though either ,certain ,success or ,the ,selling ,process may be ordered alone4 ,my chief purpose in preparing this set has been to stimulate each reader's comprehension of the value of skillful salesmanship to him4 ,all of us who are ambitious to make the most of the best that is in us need to be first-class salesmen1 whether we market goods or our personal capabilities4 ,as has been emphasized repeatedly in this preface1 every one who would succeed in life must know ,,how to sell his qualifications to the highest advantage4 ,poor salesmanship is responsible for most of the failures of people who really deserve to succeed4 ,it is almost surely fatal to ambitious hopes in any trade1 profession1 or business4 ,,certain ,,success ,,with ,,the ,,selling ,,process covers in outline the whole subject of ,salesmanship4 ,but the scope of this set does not afford room to give here a minutely detailed exposition of the special processes of making sales in particular businesses4 ,i have compiled for you1 rather1 the general principles of effective selling that may be universally applied4 ,certain ,success and ,the ,selling ,process are handbooks of fundamental ideas which each reader1 by his individual thinking1 should amplify and fit to his own work or ambition4 99 99 99 99 99 ,sidenote3 ,real ,study ,required ,the fine art of successful salesmanship cannot be mastered in a few hours of casual reading4 ,you will not be able1 immediately after glancing through these books1 to unlock every long-desired golden opportunity with absolute assurance4 ,,certain ,,success ,,with ,,the ,,selling ,,process must be studied out4 ,you should keep them always at hand like your bank books1 and draw on the contents for your salesmanship needs from day to day4 ,you will get only a smattering of the secret of certain success if you just skim over the chapters1 and skip whatever requires you to think hard in order to comprehend it all4 ,but if you dig into the meaning of each sentence for the full idea1 you will enrich yourself with constantly increasing power and skill in selling4 ,so you will surely become a real success4 99 99 99 99 99 ,sidenote3 ,tested ,working ,tools ,the principles and methods of successful salesmanship summarized in these companion books1 though they will be new to most readers1 are not mere personal theories4 ,they all have been demonstrated and tested in actual practice during my twelve years experience as ,commercial and ,general ,sales ,manager of the ,ford ,motor ,company4 ,under my direction in the course of that period ,ford sales were multiplied one hundred thirty-two times--from #f1aha to #hae1iab cars a year4 ,the fundamental principles and methods that ,i have tested and proved to be most successful in selling automobiles and good will should work equally well in any profession1 or business1 or trade2 and for any normal1 intelligent man or woman who uses them continually4 ,sidenote3 ,dollars and ,cents ,value ,since the first publication of ,the ,selling ,process thousands of enthusiastic readers of the book have voluntarily borne witness to its practical1 dollars-and-cents value to them in their daily work4 ,preachers1 doctors1 lawyers1 bank officials1 clerks1 book-keepers1 mechanics1 laborers2 as well as business executives and sales managers and salesmen--men and women in scores of widely different vocations--unite in testifying to their increased earning power and fuller satisfaction in living and working4 ,they credit these results to their study and continued use of ,the ,selling ,process4 ,the value of that book will be at least doubled by the supplemental reading of ,certain ,success4 ,therefore the two are now published as a set of working tools for any ambitious man or woman who is resolved to earn success4 ,,norval ,a4 ,,hawkins ,majestic ,building1 ,detroit1 ,michigan4 ,,chapter ,i ,the ,universal ,need ,for ,sales ,knowledge ,sidenote3 ,analysis of ,secret of ,certain ,success ,the ,secret of ,certain ,success has four principal elements4 ,it comprises3 7#a7 ,knowing how to sell 7#b7 ,the true idea 7#c7 ,of one's best capabilities 7#d7 ,in the right market or field of service4 ,your success will be in direct proportion to your thorough knowledge and continual use of all four parts of the whole secret4 ,no matter how great your effort1 an entire lack of one or more of these principal elements of ,certain ,success will cause partial or utter failure in your life ambition4 ,you will be like a man who tries to open a safe with a four-combination lock1 though he knows only two or three of the numbers4 ,no one1 however well fitted for success elsewhere1 can succeed in the wrong field1 or in rendering services for which he is not qualified4 ,nor is complete success attainable by a man unless he develops the best that is in him4 ,even if he brings to the right market his utmost ability1 he may fail miserably by making a false impression that he is unfitted for the opportunity he wants4 ,or he may be overlooked because he does not make the true impression of his fitness4 ,evidently1 in order to gain a chance to succeed1 anyone must first sell to the fullest advantage the idea that he is the man for the opportunity already waiting or for the new opening he makes for himself4 ,of course he cannot do this surely unless he knows how4 ,therefore sales knowledge is universally needed to complement the three other principal elements of the complete secret of certain success4 ,sidenote3 ,reasons for ,failures ,when we try to explain the failure of any man who seems worthy to have succeeded1 we nearly always say1 in substance1 one of three things about his case3 ,he is a square peg in a round hole2 by which we usually mean he is a right man in the wrong place4 ,or1 ,he is capable of filling a better position2 a more polite way of saying that a man has outgrown his present job but has not developed ability to get a bigger one4 ,oftenest1 probably1 we declare1 ,he isn't appreciated4 ,very rarely is a worthy man's failure in life ascribed to the commonest cause--his personal inefficiency in selling to the world comprehension of his especial qualifications for success4 ,sidenote3 ,what ,failures ,realize ,if a man is a square peg in a round hole1 he should realize that his particular qualities must be fitted into the right field for them before he can succeed4 ,a natural organizer cannot achieve his ambitions if he works alone at a routine task4 ,no sensible man would aspire to fill a better position than he holds1 unless he had developed a capacity beyond the limitations of his present work4 ,the shipping clerk who craves the higher salary of a correspondent knows he cannot hope for the desired promotion if he has not learned to write good business letters4 ,however deserving of advancement a man may be1 he realizes he has but a slim chance to succeed if his worth is unrecognized4 ,so he wants appreciation from his chief4 ,he knows that unless his worth is perceived and truly valued1 some one else1 who may be less qualified1 is apt to be selected for the ,manager's job he desires4 ,such injustices have poisoned countless disappointed hopes with bitterest resentment4 ,the deserving man who fails because he is a misfit in his particular position1 the worthy man who is limited to a small career because the work he does lacks scope for the use of all his ability2 the third good man who has been kept down for the reason that his chief is blind to his qualifications for promotion--all three of these failures understand pretty clearly the reasons for their non-success4 ,sidenote3 ,when ,lack of ,salesmanship ,causes ,failure ,it is very different in the case of the capable man who fails because he has been inefficient in selling true impressions of his qualifications for success4 ,a private secretary1 for illustration1 might be thoroughly competent for managerial duties2 but by his self-effacement in his present job he might make the false impression that he was wanting in executive capacity4 ,he would be given a chance as manager if he were effective in creating a true impression of his administrative ability4 ,such a capable man1 if he has little or no scientific knowledge of the selling process is apt also to lack comprehension of the value to him of knowing how to sell ideas4 ,he does not happen to call himself a salesman4 ,therefore he has never studied with personal interest the fine art of selling4 ,he does not realize that ignorance of salesmanship1 and consequent non-use of the selling process1 almost always are responsible for the merely partial success or the downright failure in life of the man who deserves to win1 but who loses out4 ,sidenote3 ,who ,is ,to ,blame for ,failure ,one may feel able to deliver the goods1 were he given the chance4 ,he may know where his best capability is greatly needed and would be highly appreciated if recognized4 ,yet the door of opportunity may not open to his deserving hand1 however hard he tries to win his way in4 ,his failure seems to him altogether unfair1 the rankest injustice from ,fortune4 ,if a man knows he is completely fitted to fill a higher position1 he feels considerable self-confidence when he first applies for it4 ,but his real ability may not be recognized by his chief4 ,the ambitious man may be denied the coveted chance to take the step upward to the bigger opportunities for which he rightly believes himself qualified4 ,if his deserts and his utmost efforts do not win the promotion he desires1 he grows discouraged4 ,he loses the taste of zest for his work4 ,his earlier optimism oozes away4 ,after awhile his ambition slumps4 ,then he resigns himself sullenly to the conviction that he is a failure but is not to blame4 ,sidenote3 ,dynamic ,quality ,lacking ,leaving out of consideration most exceptional1 unpreventable bad luck1 the worthy man who fails in life is to blame4 ,he is not1 as he thinks1 a victim of circumstances or ill-fate4 ,his failure is due to his ignorance of the first of the four principal factors of the secret of certain success4 ,potentially qualified to succeed1 he does not have the absolutely necessary dynamic element4 ,he lacks an essential characteristic of the self-made successful man1 a characteristic which any one of intelligence can learn how to develop--a high degree of capability in gaining his own opportunities to succeed4 ,he does not know how to sell true ideas about himself2 though he may realize the importance of making the best impression possible4 ,so1 however1 he tries1 he cannot get his deserved chances to succeed4 ,he could secure them easily if he comprehended the selling process of the master salesman1 and used it with skill4 ,this process of masterly selling is the key to certain success for the fully qualified man in any vocation4 ,sidenote3 ,making and ,governing ,one's ,own ,good ,luck ,a capable applicant will invariably be given a chance to succeed1 if he takes the best that is in him to a man who has need of such services as he could render1 and then sells the true idea of his ability4 ,he has mastered all four principal elements of the complete secret of certain success4 ,consequently he is able to create and to control his opportunities to succeed4 ,he makes and governs his own good luck4 ,everywhere the most desirable positions in the business world are in need of men who can fill them4 ,only the poorer jobs are crowded4 ,but when ,opportunity has to seek the man1 the right one is often overlooked4 ,the golden chance is gained by another--less qualified and less worthy1 perhaps2 but a better salesman of himself4 ,the fully competent man1 however1 can assure his success by becoming proficient in selling true ideas of his best capability in the right market or field of service4 ,the master salesman of himself makes his own chances to succeed1 and therefore runs no risk of being overlooked by ,opportunity4 ,sidenote3 ,success ,way ,is ,charted ,master salesmen of ideas about goods use particular selling processes to get their ideas across surely to the minds of prospective buyers4 ,the professional salesman1 therefore1 has plainly charted the way to certain success in any vocation1 for the man who has developed the best that is in him4 ,if you are a candidate for a position1 do not let a prospective employer buy your services at his valuation1 for he is certain to under-estimate you4 ,sell him true ideas of your merits4 ,set a fair price on your worth1 and get across to his mind the true idea that you would be worth that much to him4 ,such skillful salesmanship used by an applicant for a position can be depended on to make the best possible impression of his desirability2 just as the practiced art of the professional salesman enables him to present the qualities and values of his goods in the most favorable light4 ,the masterly selling process is not very difficult to learn4 ,proficiency in its use can be gained gradually by any one who practices consciously every day the actual sale of ideas in the artistic way4 ,sidenote3 ,knowledge of ,salesmanship ,develops ,confidence ,as was stated in the ,introduction to this book1 it has been proved conclusively in business that particular principles and methods of selling are certain to produce the highest average of closed orders4 ,in other words1 success for the professional salesman is assured if he develops certain qualifications1 and if he does certain things2 all within the capacity of any normal1 intelligent man4 ,scientific sales executives know positively1 as the result of comparative tests1 that the salesman who develops these personal qualifications1 and who does these things1 should get his quota of business and hold it4 ,hence1 as has been said1 specific training is given in the sales schools of the most successful businesses1 along the lines of best selling practice4 ,sidenote3 ,practical ,principles ,when the individual salesman who has been so trained commences work in his territory1 he learns in his experiences with buyers that the principles and methods he has been taught are actually most effective4 ,assuming that he has developed his best capabilities pretty fully1 and that he has become fairly skillful in using what he knows about how to sell his line1 he works with continually growing confidence that he will succeed4 ,why should he doubt his complete selling power8 ,he knows there is a field for his goods in this territory4 ,he knows clearly and vividly what ideas he wants to get across to the minds of prospective buyers4 ,he knows--most important of all--just how to make convincing and attractive impressions of the desirability and true value of what he presents for purchase4 ,he comprehends the most effective ways to show prospects both their need for his goods and that he has come1 with a real purpose of service1 to satisfy that need4 ,you1 the non-professional salesman of yourself1 will sell your goods of sale with similar complete confidence in your power to gain and to control your opportunities for success--if you1 too1 use the right selling process4 ,this set of books explains and demonstrates in detail the principles and methods of the successful salesman of ideas4 ,the ,introduction and twelve ,chapters of the present series apply the selling process especially to the sale of ideas about one's self1 with particular relation to self-advancement in the world4 ,the ,selling ,process1 companion book to ,certain ,success1 shows the master professional salesman at work1 getting orders with assurance4 ,sidenote3 ,hard ,study ,necessary ,the fact that you have proceeded thus far in reading ,certain ,success proves you have an earnest purpose to make the most of your present opportunity to learn how to succeed with certainty4 ,we will assume that you have developed your individual ability pretty fully1 and that you know where there is a field for such services as you are sure you could render if afforded the chance4 ,surely1 then1 your ambition in life1 whatever it may be1 is a sufficient incentive to the most thorough study of the principles and methods of successful salesmanship4 ,do not merely read this set of books4 ,,master ,certain ,success and ,the ,selling ,process to make yourself the master of your own destiny4 ,again and again1 lest at any time while you study you might fall below #ajj in absolute assurance1 you will read in these chapters the assertion that your success can be made certain4 ,this statement is not an exaggeration4 ,it is necessary that you accept it literally throughout your reading of this set of books4 ,do not take it with a grain of salt4 ,the taste of the declaration that the selling process makes success sure will become familiar after these many repetitions4 ,realize when you come upon the repeated idea as you proceed with your study that your continued reading should frequently be reenforced by a steadily growing conviction that you are mastering the sure way to succeed4 ,you believe in yourself more than you did when you began to read this book4 ,this increasing faith should develop to complete confidence when you have dug into the text of both ,certain ,success and ,the ,selling ,process1 and have dug out every idea in the twenty-four chapters4 ,sidenote3 ,salesmanship ,not a ,science ,but an ,art ,at the outset of your present study comprehend that salesmanship is not a science4 ,rather1 it is an art4 ,like every other art1 however1 it has a related science4 ,selling is a process4 ,knowledge about the principles and methods that make the process most effective is the related science4 ,but such knowledge supplies only the best foundation for building success by the actual practice of most effective salesmanship4 ,the master salesman practices the scientific principles and methods he has learned until the skillful use of his knowledge in every-day selling becomes second nature to him4 ,thus1 and thus only1 is his art perfected4 ,you will gain knowledge from these books about how to sell with assurance the true idea of your best capabilities--about how to sell any goods of sale unfailingly4 ,but you can develop the skill necessary to the actual achievement of certain success only if you continually use what you learn about the selling process4 ,you must perfect your selling art by the intelligent employment of every word and tone and act of your life to attract other men to you1 and to impress on them convincingly true ideas of your particular ability4 ,sidenote3 ,be a ,salesman ,every ,minute ,the master professional salesman is always on the job with his three means of self-expression1 to get across to prospects true ideas of the desirability and value of his goods4 ,he is a salesman every minute1 and in everything he does or says4 ,you can become as efficient as he1 in selling ideas about your goods of sale1 if your proficiency becomes as easy and natural as his4 ,such ease is the sure result of sufficient right practice4 ,you have countless opportunities daily to make use of the selling process4 ,in each expression of yourself--in your every word1 tone1 and act--you convey some idea of your particular character and ability4 ,you should know how to make true1 attractive impressions of your best self2 and how to avoid making untrue and unfavorable impressions by what you do and say4 ,then1 when you have learned the most effective way to sell ideas about yourself that you want other people to have1 it is necessary that you use the selling process consciously all the time until you grow into the habit of using it unconsciously1 as your second nature4 ,once you are accustomed to acting the salesman continually1 it will be no more difficult for you to be always on the job selling right ideas of your qualifications for success1 than it is for the professional user of the selling process to be a salesman every minute4 ,sidenote3 ,your ,goods of ,sale ,as already has been emphasized1 the goods of sale in your case are your best capabilities4 ,you need first of all to know your true self1 before you can sell true ideas about your qualifications for success4 ,your true self is your best self4 ,you are untrue to yourself1 you balk your own ambition to succeed1 unless you develop to the utmost of your capacity your particular salable qualities4 ,you do not need qualities you now wholly lack4 ,you should not attempt to salt the gold mine in yourself with the characteristics of other men who have succeeded by the development and use of capabilities that were natural to them1 but that would be unnatural to you4 ,it is worse than futile--it is foolish for you to imitate anybody else4 ,just be your best self4 ,make the most of what you have that is salable4 ,you require no more to assure your success4 ,sidenote3 ,selling the ,truth ,about ,your ,best ,self ,every individual has distinct characteristics1 and is capable of doing particular things1 of which he may be genuinely proud if he fully develops and uses his personal qualifications4 ,when all the truth about his best possible self is skillfully made known to others1 chances for success are certain to be opened to the ambitious man4 ,if he lacks the salesmanship key1 the doors of opportunity may always remain closed1 however well he deserves to be welcomed4 ,you possess goods of sale that have real quality1 that are durable1 that will render service and afford pleasurable satisfaction to others4 ,your goods can be sold as surely as quality phonographs1 durable automobile tires1 serviceable clothes1 or pleasing books4 ,maybe you can deliver the goods with smiles1 or hearty tones1 or ready acts of kindness4 ,any one can easily be friendly4 ,but have you developed all your ability to smile genuinely8 ,have you cultivated the hearty tone of real kindness so that now it is unnatural for you ever to speak in any other way8 ,do you perform friendly acts of consideration for others on every occasion1 as second nature8 ,if your honest answers to such questions must be negative1 you are not a good salesman of your best self all the time4 ,sidenote3 ,your ,salable ,qualities ,your most salable quality may be dependability1 rather than quick thinking4 ,if this is the case1 concentrate your salesmanship on making impressions of the true idea of your reliability4 ,your greatest success will be achieved in some field of service where dependableness is a primary essential4 ,you may be naturally unfitted to make a star reporter1 but peculiarly qualified to develop into the cashier of a bank4 ,should you happen to be unattractive in features1 your job is to transform your homeliness into a likable quality--not to try to make yourself appear handsome4 ,if you are wholly inexperienced1 that need not be a detriment to your success in the field you want to enter4 ,when you have mastered the selling process1 your very greenness can be presented before the mind of a prospective employer as the best of reasons for engaging you4 ,you will be able to make yourself appear desirable because you are green in that field1 and therefore have no wrong ideas to unlearn4 ,sidenote3 ,know ,all of ,yourself ,you can greatly improve your chances to get the job for which you are best adapted1 if you use the reciprocal selling process employed by the professional salesman when he sells his services to a house4 ,he meets the head of the concern as his man-equal1 and does not just offer himself for hire4 ,such a consciousness of your man-equality when you are face to face with a prospective employer can result only from certain1 analytical knowledge of your best self1 complemented by knowing how to sell the true idea of your particular desirability and worth4 ,very likely you think you are seriously handicapped in many ways4 ,having made no detailed analysis of yourself from a salesman's view-point1 you do not appreciate fully the number and the market value of the advantages you might have4 ,probably some of your best1 most salable qualities are latent or but partly developed4 ,sidenote3 ,chart ,necessary ,list your particular goods of sale4 ,put down on a chart1 not only the qualities you have now1 but all the additional ones you feel capable of developing4 ,then you will realize vividly that you possess many abilities1 some undeveloped yet1 which are always needed in the world4 ,you know that such qualities should be readily salable1 to the mutual benefit of yourself and of buyers4 ,you are learning the selling process in order to make certain that you can sell the best that is in you1 as other men are selling themselves successfully4 ,complete your chart by listing your various defects4 ,then study out ways to use even your particular faults differently than you have been handling them2 so that they will help you1 instead of being hindrances to your success4 ,think of some people you know1 and of how they have turned their physical liabilities into assets of popularity4 ,the very first sales knowledge you need is of exactly what you have to sell4 ,you cannot see all of yourself1 your good and bad points--yourself as you are1 and as you might be--unless you make a detailed chart of your goods of sale4 ,one of the most important immediate effects of such a self-analysis will be increased self-respect4 ,your handicaps will shrink1 and the peculiar advantages you have will grow before your eyes4 ,you should feel new confidence in your own ability4 ,sidenote3 ,man-,equality ,with this confidence will come a feeling that you are not the inferior of another man who has achieved a larger measure of success than you have gained4 ,when you start the sale of true ideas of your best self to an employer-buyer of such services as you are capable of rendering1 you will have an innate consciousness of your man-equality with him4 ,you should realize that this sale of yourself1 like all other true sales1 is to be a transaction of reciprocal benefits1 and should be conducted on the basis of mutual respect4 ,it is your right to take pains that the prospective buyer of your services shall sell himself to you as the boss you want to work with4 ,expect him to sell himself to you as a desirable employer just as thoroughly and satisfyingly as you intend to sell yourself to him as a worthy applicant for an opportunity in his business4 ,when you have definite1 sure knowledge of your capability and service value1 you certainly should not be willing to take any old job4 ,there is no better way to make the impression of your desirability as an employee than to demonstrate that you are choosing your employment intelligently4 ,in explaining your choice1 give specific reasons for your selection of this particular opening4 ,show that you comprehend what is to be done4 ,give some indication of your ability to do it efficiently and satisfactorily4 ,suggest the worth of your services when you shall have proved your fitness4 ,sidenote3 ,require ,employer to ,sell ,you the ,job ,the ordinary man who applies for a job in the ordinary way is accepted or turned down wholly at the discretion of the employer4 ,if you use the selling process skillfully1 you will suggest that you are out of the ordinary class4 ,of course1 you should demonstrate in your salesmanship that you are not over-rating your ability4 ,the other man must be made to feel you have sound reasons for your bearing of equality and self-confidence when you seek to make sure that in his business you will have your best chance to succeed4 ,by showing him that you are taking intelligent precautions against making a mistake in your employment1 you indicate conclusively that you are not merely a floater1 but that you have a purpose to stick and make good4 ,in the same measure that you require proof of a desirable personality in an employer1 you should make sure that the work is exactly what you expect4 ,see that your prospective new boss sells you the job at the same time you are selling him your services4 ,if he perceives in you the one man who best fits his needs1 he will put forth every effort to buy your services4 ,every employer will respect the man who states1 with salesmanship1 a sound reason for selecting and seeking connection with a business house2 since such a man gives promise of making the sort of dependable1 loyal worker that every business values and appreciates4 ,sidenote3 ,sell to ,satisfy ,real ,needs ,the true salesman sells to satisfy a real need of the buyer4 ,therefore1 when you have charted your salable qualities1 select the field of service in which such capability as you possess is needed4 ,that1 you may be sure1 is your right market--the field where you are certain to succeed4 ,enter it1 and no other field4 ,apply there for a place of opportunity to serve2 with the absolute confidence of a good salesman come to satisfy a want1 and conscious of his individual fitness to deliver the goods4 ,you may not get just what you desire at the first attempt4 ,the best professional salesman often has to make repeated efforts to close orders4 ,but in the end1 if you have the goods1 that are needed where you bring them1 and you know how to sell true ideas of your best self 7as you will know after mastering the selling process7 you will be sure of getting sufficient opportunities to succeed4 ,you will be as certain about getting enough chances as the first-class professional salesman is certain of attaining his full quota of business despite some turn-downs4 ,success is a matter of making a good batting average4 ,sidenote3 ,parts of ,complete ,process ,remember as you read that you are studying a completed process4 ,an unfinished sales effort is not a sale at all4 ,you will not be a certainly successful salesman until you perfect your knowledge and skill in all the steps of salesmanship4 ,you can learn only a single part of sales efficiency at a time4 ,the relative significance of each point1 its full importance in the entire selling process1 will not be comprehended until you have read at least once all there is in this set of books4 ,when you re-study the successive chapters1 the details you may at first understand but vaguely in a disconnected way will be clear4 ,you will comprehend them as various elements of salesmanship which must be fitted together to complete the process of selling4 ,thus far in the present chapter we have been considering principally the goods of sale4 ,we have been looking at our subject from the material aspect4 ,now let us turn our attention to the mental view of sales4 ,sidenote3 ,mental ,nature of ,selling ,process ,in the effective selling process the skilled salesman is able to be the controlling party4 ,he makes the other man think as he thinks4 ,as has been stated repeatedly1 he sells ideas1 not goods4 ,so the real nature of any sale is mental1 not material4 ,you must deliver the goods to the mind of the man to whom you wish to sell your best capabilities4 ,you should use the same process as the professional salesman1 who works to control the thoughts of his prospect regarding the line of goods presented4 ,hence when you plan to make sure of getting a desired position1 it is necessary that you know exactly how to put true ideas about yourself into the head of the person whom you have chosen as your prospective employer4 ,further1 you need to know precisely what psychological effects you can secure with certainty by using skillful salesmanship4 ,sidenote3 ,three ,sales ,mediums ,ideas of your best capability may be sold through three mediums--advertising1 correspondence1 and personal selling4 ,take advantage of all three1 wherever and whenever possible1 to gain your chance for success4 ,use these mediums with real salesmanship4 ,sidenote3 ,advertising ,if you advertise for a position1 think out in detail the impression of your true best self that you wish to make on the minds of readers4 ,put your personality into the advertising medium in such carefully selected language as will reach the needs of particular employers1 and will not appear to be just a broadside of words shot into the air without aim4 ,indicate clearly that you are not seeking any old job so long as the salary is good4 ,analyze and know just what you suggest about yourself in print4 ,many a successful business man has sold himself through the door of his initial big opportunity by real salesmanship in his advertisement of his capabilities4 ,sidenote3 ,correspondence ,each letter you write should be regarded as a sales letter4 ,it makes an impression1 true or false1 of you4 ,take the greatest pains to have that impression what you want it to be4 ,never be slovenly or careless in writing to anyone on any subject4 ,put genuine salesmanship into all your letters consciously2 instead of conveying ideas unwittingly1 without realizing what the reader is likely to think of you and the things you write4 ,you can scatter impressions of your best self broadcast over the earth by using your ordinary correspondence as a medium of salesmanship4 ,so you can open both nearby and far distant opportunities for the future2 even while you still are training yourself to make the most of these chances you hope to gain4 ,good sales letters are so rare that the ability to write them has erroneously been called a gift4 ,it is not4 ,any one of educated intelligence can write his ideas2 provided he has clear1 definite thought-images in his own mind4 ,but cloudy thinking reflects only a blur on paper4 ,sidenote3 ,using ,sales ,letters ,a letter that plainly conveys true ideas is a sales letter2 for it gets across to the mind of the recipient a clear1 definite mental impression of the writer's real personality and thoughts4 ,in all your correspondence1 throughout the period of preparation for your chosen life career1 send out true ideas of your best capability4 ,if you do1 you doubtless will find the door of your desired opportunity open by the time you are fully prepared to knock4 ,successful business is always ready in advance to welcome comers2 whenever and wherever they are sighted4 ,therefore project your personality far and wide through your letters4 ,employ the medium of correspondence1 with salesmanship knowledge and skill1 even when you write the most ordinary messages to your acquaintances or to strangers4 ,that is1 think out certain ways to sell particular ideas about yourself2 then incorporate these bits of salesmanship in your letters4 ,a young man in his senior year at college selected a large corporation as his prospective employer4 ,he did not know any of the executives of the company1 but he worked out a plan to get acquainted through letters4 ,he was especially desirous of entering the field of foreign trade1 and had made a fairly comprehensive study of the export business4 ,he wrote to the president of the corporation1 gave a brief outline of articles and books he had read2 then complimented the great company by declaring that he realized the knowledge he had acquired was theoretical and abstract1 and that he wished to gain practical1 concrete ideas by studying the methods of the corporation4 ,he enclosed with his letter ten cents in postage stamps1 and requested that he be sent any forms1 instruction sheets1 sales bulletins1 etc41 the president was willing to let him have for study4 ,sidenote3 ,getting ,a ,future ,chance ,his letter was referred to the vice-president in charge of sales1 who in turn passed it on to a department manager with instructions to supply the matter requested4 ,in the course of a week the college student received a bulky package4 ,meanwhile a letter had been sent from the department head which stated that the vice-president in charge of sales had referred to him the request for forms1 instruction sheets1 etc41 and that they would be forwarded under separate cover4 ,the student took advantage of the three opportunities opened to conduct correspondence with the executives of the corporation4 ,he first wrote courteous1 carefully worded thank-you letters to the president1 vice-president1 and department head4 ,these were all in his own hand1 so that his good penmanship might make an individual impression4 ,after these letters were dispatched the student mastered the material that had been sent to him4 ,then he wrote three supplemental letters of appreciation1 and made concise comments on some of the methods of the corporation1 with comparisons from his previous reading of books and articles on foreign trade4 ,he stated that he intended to make further investigation along these particular lines and that if he learned anything he thought might be interesting to the company he would write what he found out4 ,in the course of a month he sent a letter which detailed his investigations4 ,this he addressed to the department head only4 ,but he also penned brief letters to the president and vice-president1 in which he informed them that he had written in detail to the department head4 ,sidenote3 ,effect of ,follow-up ,letters ,the correspondence continued throughout the remainder of the student's senior year at college4 ,the letters from the business men soon evidenced more than formal courtesy4 ,they grew personal and indicated real interest4 ,a month before his graduation the student was invited to call at the company's office after ,commencement4 ,he went1 made an excellent impression in interviews with the vice-president in charge of sales and the department head1 and though the ink on his sheepskin was not yet dry1 he gained his object4 ,he was engaged by the corporation and began training as a prospective representative of the company in foreign territory4 ,thus through the correspondence medium of salesmanship a young man who had no advantage of personal influence or acquaintance secured exactly the chance he wanted4 ,similar opportunities are open to any one4 ,sidenote3 ,personal ,selling ,every moment of your life when you are in the presence of other people1 you have chances to sell true ideas about the best that is in you4 ,you will not need to seek such opportunities for personal salesmanship4 ,chances come to you continually to make good impressions on the minds of the men and women you meet from day to day4 ,be a skillful salesman of true ideas about yourself always1 even in the most casual relations you have with other people4 ,sell the best possible impressions of yourself to passers-by on the street1 to your fellow riders in cars1 to clerks and customers of stores you visit1 to your home and business associates4 ,put selling skill1 as second nature1 into each word1 tone1 and action of your social and business life4 ,realize that in whatever you do or say1 consciously or unconsciously1 you are selling ideas about your capability or your incapacity4 ,you are making more or less definite impressions--you are affecting your opportunities to succeed1 and are forming good or bad habits--all the time4 ,control the effects of your words1 tones1 and acts by saying and doing1 consciously and intelligently1 only what will aid in selling true ideas of your best capabilities44 ,sidenote3 ,practical ,psychology ,of course you already know that each word and tone and act of your life makes some impression on the people who hear or see you4 ,but probably you have not realized fully that particular ways of saying and doing things have distinct and different effects1 each governed by an exact law of psychology4 ,you perhaps do not know now just what impression is made by a certain word1 or tone1 or act4 ,to be a master salesman of yourself you need to study the science of mind sufficiently to acquire working knowledge of common mental actions and reactions4 ,familiarity with at least the general principles of psychology is of the utmost importance in using the selling process effectively4 ,do not shy from study of the science of mind because it is an ology and therefore may seem hard4 ,you are a psychologist already4 ,you know that certain things you do and say make agreeable or unfavorable impressions on other people4 ,in a general way you know why4 ,it is necessary only that you analyze specifically what you realize now rather indefinitely4 ,if you do not care to study a book on psychology1 just use your own mind as your psychological laboratory for continual self-analysis4 ,answer for yourself such questions as1 ,exactly what effect will this particular word1 or tone1 or act have--and just why8 ,you can work out pretty well the practical knowledge of psychology you must have in order to sell ideas about your capabilities most effectively4 ,you simply need to apply purposeful intelligence in everything you do and say2 instead of making impressions without comprehending that by each word and tone and act of daily living you are influencing1 favorably or adversely1 your chances to succeed4 ,sidenote3 ,three ,factors of ,selling ,process ,think of yourself as one of the three factors of the selling process4 ,the goods of sale are your best capabilities1 of course4 ,the second factor is the prospective buyer1 the man who has need of such qualities or services as you could supply4 ,the agent of sale1 or third factor1 is yourself4 ,if you will keep in mind always the conception of yourself as the uniting link between your goods of sale and the prospective buyer1 you can be a salesman of yourself every minute4 ,at any moment except when you are alone you may encounter and influence a possible buyer of your best capabilities4 ,you are continually within sight and hearing of people whose impressions of you might affect your chances to succeed in life4 ,therefore always be alert to grasp every sales opportunity within your reach4 ,sidenote3 ,twelve ,steps ,it will be essential1 also1 that you have knowledge of the successive steps of the selling process1 as well as knowledge of your goods of sale and knowledge of practical mind science4 ,otherwise you might omit inadvertently to use some round of the ladder to certain success1 and tumble to failure4 ,these steps are so important to understand that the last nine chapters of the companion book are devoted to them exclusively4 ,it will suffice here just to state what they are4 #a4 ,preparation ,for ,selling2 #b4 ,prospecting2 #c4 ,the ,plan ,of ,approach2 #d4 ,securing ,an ,audience2 #e4 ,sizing ,up ,the ,buyer2 #f4 ,gaining ,attention2 #g4 ,awakening ,interest2 #h4 ,the ,creation ,of ,desire2 #i4 ,handling ,objections2 #aj4 ,the ,process ,of ,decision2 #aa4 ,obtaining ,signature or ,assent2 #ab4 ,the ,get-,away ,that ,leads ,to ,future ,orders4 ,sidenote3 ,five ,degrees of ,effort ,another element of necessary knowledge about the selling process is the classification of sales according to the five degrees of effort required to close them4 #a4 ,a sale completed by response to the mere demand of the buyer4 ,example--,while a street car strike is on you are driving1 an automobile down town4 ,a man in a hurry to catch a train stops you and says1 ,i'll give you two dollars to take me to the station4 ,you transport him in response to his call for your services4 ,sidenote3 ,distinguish ,degrees of ,effort #b4 ,a sale completed by the buyer's acceptance on presentation only4 ,example--,a man is walking along a country road in the summer time4 ,he sees a sign in the door-yard of a farmhouse2 ,,berry ,,pickers ,,wanted4 ,he presents himself as a candidate and the farmer at once engages his services4 #c4 ,a sale completed immediately after a desire of the buyer has been created by a definite1 intentional effort of the salesman4 ,example--,a man out of work wants a job that will employ his physical strength4 ,he encounters three men who are struggling to load a very heavy box onto a truck4 ,he takes off his coat and proves his strength by the ease with which the box is lifted when he helps4 ,he inquires which of the three men is the truck boss2 and asks for a job4 ,he is hired because he has made the boss want the aid of his strength in handling heavy loads4 #d4 ,a sale completed only after persuasion of the buyer4 ,example--,assume that the truck boss in the next preceding illustration refuses at first to hire the applicant who has demonstrated his strength4 ,it is necessary then for the man out of a job to talk his prospective boss into the idea that he needs a fourth man in his gang4 #e4 ,a sale completed only after a decision by the buyer as to the comparative benefits of purchasing or of not buying4 ,example--,you and another candidate apply for the same position in an office4 ,you appear to be about equal in capability4 ,the employer weighs you in the balance against the other applicant4 ,this is a sale requiring the fifth degree of effort4 ,manifestly you will need to use a very high quality of skill to get into the mind of the prospective buyer of services the idea that you are likely to be of more value as an employee than your competitor for the place4 ,then you must skillfully prompt him to accept your application4 ,sidenote3 ,difficult ,sales ,most ,worth ,making ,when you appreciate exactly how sales differ in the degrees of effort necessary to close them1 you will realize the wisdom of preparing to sell your particular qualities and services with full comprehension of all the difficulties commonly met by candidates for desirable positions4 ,countless men have died failures because they used throughout their lives only the first or second degrees of effort4 ,consequently all their attempts to get good jobs were futile4 ,the non-success of millions of other worthy men has been due to their use of no more than the third or fourth degrees of selling effort4 ,sidenote3 ,sales of ,the ,fifth ,degree of ,difficulty ,sales of the fifth degree of difficulty sometimes demand knowledge and skillful use of the entire selling process4 ,they are the sales most worth making4 ,the applicant for a new position or for a promotion is certain to succeed in his purpose if he knows how to complete a sale of the true idea of his best capabilities4 ,in order to do this he must control the weighing process of the buyer2 and be skillful in prompting acceptance of his goods of sale4 ,when you master and reduce to every-day practice the fundamental principles you can learn from this set of books1 you will be assured of making a successful average in handling sales of the fifth degree of effort4 ,they are sales of the kind the professional salesman makes with complete confidence every day4 ,his methods1 applied to the marketing of your goods of sale1 will work such wonders for you that you soon should build up self-confidence equal to the matter-of-fact assurance of the master salesman of clothing1 insurance1 and other materials of sale4 ,he knows when he begins a season or starts on a trip that he will make a good batting average4 ,sidenote3 ,desired ,results ,in ,selling ,comprehend1 further1 exactly what results are desired by the skilled salesman whose work is based on scientific principles4 ,the immediate results desired are3 ,first1 confidence2 ,second1 acceptance of the ideas brought by the salesman4 ,one who is unfamiliar with the scientific principles underlying the skillful practice of the right selling process is unlikely to realize that the first sales effort should be concentrated on winning the prospective buyer's confidence in the salesman and in the goods of sale4 ,failures in selling are often due to the fault of the salesman who works primarily for but the second of the immediate results to be desired2 the acceptance of his proposition--the acceptance of his personal capabilities and services1 for instance4 ,he neglects1 as a preliminary to securing acceptance1 to gain the confidence of the other man4 ,when you undertake to sell your particular good qualities and your services to a prospective employer1 do not make the mistake in salesmanship of omitting the process of first winning his belief in you4 ,sidenote3 ,repeat ,sales ,besides the two immediate results desired by the skillful salesman1 there is a permanent result to be worked for--an enduring consequence desired from the present gains made4 ,that permanent result wanted is the opening of other opportunities for future sales4 ,complete success in life is not assured when the original sale of one's best capabilities is closed successfully4 ,gaining the initial desired chance does not make it certain that one will succeed in his entire career4 ,the first sale is faulty if it does not include a lead to future opportunities to deliver the goods4 ,the right selling process is continuous4 ,where one sale ends1 another should be already started4 ,a great many failures of capable men can be ascribed to short-sighted concentration on immediate chances4 ,one who would make certain of the success of his whole life must ever look ahead to the next possible opportunity for the sale of the true idea of his best capabilities1 meanwhile making the most of his present chance4 ,sidenote3 ,service ,purpose ,in ,selling ,in order to get the right viewpoint for further study of the selling process1 you1 the salesman of yourself1 need to comprehend clearly the fundamental purpose of all true salesmanship4 ,it should be the service of the buyer in satisfying his real needs4 ,few salesmen know what sales service is1 and how it should be rendered4 ,service is the very soul of the certain success selling process4 ,service must be studied as a purpose until the principles underlying the fullest satisfaction of the buyer's real needs are mastered1 and all false misconceptions of service are cleared away from the salesman's idea of his obligation to the purchaser of his goods of sale4 ,sidenote3 ,sales ,knowledge ,universally ,needed ,this brief summary of the principal essentials of sales knowledge has been outlined in order to impress on you the practically universal need for a better understanding of the selling process4 ,certainly you are convinced now that it will pay you to know ,,how to sell4 ,then let us look next at yourself in a different light--as a subject of study in sales-man-ship4 ,,chapter ,,ii ,the ,man-,stuff ,you ,have ,for ,sale ,sidenote3 ,the ,man ,sales-,man ,ship ,your knowledge of sales principles and methods1 and your skill in selling ideas must be combined with right sales-manhood if your complete success in sales-man-ship is to be made certain4 ,particular man qualities are necessary to make you a master salesman in your chosen field4 ,a good man obtaineth favor4 ,so we will study now the elements of character required for the most effective sales-man-ship1 and how to develop them4 ,we shall not consider ,man in the abstract1 nor exceptional ideals of manhood4 ,our thought of the sales man will be concentrated on qualities you have or can develop1 that are necessary to make you most efficient in selling ideas about yourself4 ,some radical changes in your present character may be required4 ,but you will need principally to grow in order to attain the full stature of sales manhood that is necessary to gain complete success4 ,if your manliness is dwarfed now1 you cannot succeed largely in selling true ideas of your best and biggest capabilities1 until you rid yourself of the character faults that are stunting your growth as a sales man4 ,sidenote3 ,the ,little ,man ,out-of-,date ,realize at the outset that the time has passed forever when the little man1 with the narrowly selfish outlook for ,number ,one1 might succeed4 ,the demand of the future will be1 however1 not so much for ,,big men as for big ,,men4 ,the world no longer looks up to ,kaisers and ,czars4 ,success has ceased to be merely a towering figure4 ,hereafter the one sure way to succeed will lead through the door of brotherly understanding of the other fellow1 into the common heart of mankind4 ,only salesmanship can open that door with certainty4 ,we are entering a new business era1 where the old individualistic methods of attaining so-called success will be worse than useless4 ,many of them even now are forbidden by law4 ,all the practices of the profiteer and his ilk are discountenanced by far-seeing people4 ,men of vision perceive that the size of ,to-morrow's ,success will be measured in direct proportion to its quality of human service4 ,,service is the motto of the highest salesmanship4 ,therefore1 in shaping your plans to succeed1 start with the resolve to make yourself a truly big sales ,,man4 ,do not copy the little1 selfish models of ,yesterday4 ,study the signs of the times4 ,to be out-of-date is equivalent to being a failure4 ,sidenote3 ,pint and ,bushel ,men ,you will need to be big in ability1 in imagination1 in energy1 in your ideals--but most of all you must be big in ,,manhood4 ,if you are little and selfish in your life purpose1 you cannot be certain of success in selling to a truly ,,big man the idea that you are fully qualified for his service4 ,before making any attempt to sell yourself into a desirable position1 take pains to develop as much man quality as characterizes your prospective employer4 ,you cannot comprehend him if you fall short of his standard of manhood4 ,to-day the biggest buyers of brains and brawn recognize their obligations of human brotherhood4 ,if you are little and self-centered1 how can you reach into the mind and heart and soul of another man who is genuinely ,,big8 ,how can you impel him to think as you wish8 ,the little man even doubts the existence of big manhood4 ,he cannot comprehend such size4 ,a pint measure1 however much it is stretched1 is utterly unable to contain a bushel4 ,but the larger measure easily holds either a pint or a bushel4 ,similarly if you are big in manhood1 you can comprehend alike the little man and the big man4 ,you will be able to deal successfully with both4 ,sidenote3 ,the ,clothing ,of ,manhood ,it is not sufficient1 however1 that you grow to the full stature of your biggest man possibilities4 ,it is necessary also that you be clothed in the characteristics of manhood in order to be recognized as a man4 ,when you were only an infant1 you were safety-pinned into a square of cloth once doubled triangularly4 ,you graduated to rompers at a year and a half or two4 ,then you put on knee-pants1 and afterward youth's long trousers4 ,now you wear the clothes of a full-grown man4 ,you would not think of dressing in knickerbockers1 or rompers1 or--something younger1 to present your qualities and services for sale4 ,yet your outer garb is much less important to the success of your salesmanship than is your clothing of manhood4 ,sidenote3 ,what is ,your ,man ,power8 ,if you hope to assure yourself of man's-size success in life1 plan that wherever you are you will make the instant impression that you are every inch a man1 not just an overgrown baby or boy4 ,follow the example of ,paul1 that incomparably great salesman of the new ideas of ,christianity4 ,he wrote in his powerful first sales letter to the ,corinthian field1 ,when ,i became a man1 ,i put away childish things4 ,compel respect by your sound virility4 ,have a well-founded consciousness that in manhood you are the equal of any other man1 and you can make everybody you meet feel you are a man all through4 ,what is your size as a sales man now8 ,ask yourself this question1 and answer it frankly4 ,in order to make sure of selling yourself into the opportunities you want1 you must take your own measure and fit your manhood to the selling process you have begun to learn4 ,beyond a doubt you are now a sales man of some size4 ,you are selling your physical or mental powers1 your services of this kind or that1 with a degree of efficiency directly proportionate to your man-power4 ,sidenote3 ,the m4p4 ,man ,if you are only a m4p4 salesman at present1 you lack three-fourths of the man capacity needed to handle with certain success all the opportunities of full-size manhood4 ,you were not limited by ,nature to m4p4 size4 ,you were born with full man capacity4 ,you are like a gasoline motor developing but a quarter of the power it was designed to produce--not because of any structural fault in the engine1 but simply for the reason that it does not function now as it was intended to operate1 and as it can be made to work in the future if it is overhauled and put in perfect condition4 ,the full power capacity originally built into the motor needs to be brought out4 ,likewise your man-power plant requires to be made as efficient as possible1 in order to assure you of full man-capability for achieving success4 ,maybe your chief fault is poor fuel1 and what you most need is good gas4 ,you have not been filling up your mind with the right ideas4 ,or1 perhaps1 your piston rings leak2 and you lack the high compression of determined persistence4 ,another fault might be in your carburetor--you are not a good mixer4 ,or your spark of enthusiasm may be weak4 ,it is possible1 too1 that your fine points are caked over by the carbon of accumulated bad habits4 ,maybe you have a cracked cylinder--your health is partly broken down4 ,the fault is in your timer1 perhaps4 ,you are not on the job when you should be4 ,sidenote3 ,your ,manhood ,can ,be ,re-built ,no matter what ails your particular engine1 it can be repaired or rebuilt into a full one-manpower motor of efficiency4 ,if you limp and pound along with but a quarter of your capability1 it is your own fault for not overhauling your power plant4 ,don't continue as a m4p4 man and blame anybody else1 or curse your bad luck because you can't make speed and carry the load necessary to succeed4 ,stop trying to go on crippled or clogged in manhood4 ,run yourself into the repair shop right away and get fixed4 ,you can make your manhood over4 ,there is full-man capability in you4 ,you can get it all out and put it to work for your success4 ,you have the ability to re-make your character entirely1 without changing your individual nature4 ,you must accomplish transformation into your best self before you can make the most of your opportunities to sell your abilities and services4 ,it will not suffice that you just are willing1 or desire1 to become a first-class salesman of your particular goods of sale4 ,merely acquiring information or knowledge of the selling process is not enough to assure your success in life4 ,even the most skillful practice of all the sales principles and methods you learn will be insufficient to guarantee your success--if you do not develop your full man capacity for sales-man-ship4 ,sidenote3 ,essentials of the ,master ,sales ,man ,the result of the necessary changes and growth in your manhood will be an enlarged conception of all men--your greater capacity to understand and to handle any one else successfully4 ,it is entirely possible for you to develop and cultivate every essential quality of the master sales-man1 and still to be just yourself4 ,sidenote3 ,good ,appearance ,the high grade professional salesman makes the best appearance of which he is capable4 ,surely you can do that1 too4 ,you can train yourself to grace and ease in your bearing4 ,however unsatisfactory your features may be1 you certainly are capable of looking pleasant1 and therefore of being attractive4 ,it is possible for you to have well-kept hands and hair2 to wear suitable1 clean clothes2 to be neat4 ,sidenote3 ,physical ,capacity ,first-class salesmanship requires1 too1 a high degree of physical capacity for the most effective performance of the selling process4 ,you need health1 virility1 energy1 liveliness1 and endurance1 in order to sell effectively the idea that you are physically able to fill the job you want most4 ,physical incapacity is a handicap in almost any vocation4 ,it can be remedied4 ,it must be remedied as fully as possible in your case4 ,you may not be very robust naturally1 but you can make the most of the constitution you have1 with certain success as the incentive for your fullest possible physical development4 ,few of us are as well as we might be4 ,sidenote3 ,mental ,equipment ,whatever your physical shortcomings1 there can be no doubt that you are capable of developing all the essential mental equipment of the successful salesman4 ,you only need to comprehend a few elemental laws of mind science2 and then to train yourself to the utmost of your particular ability--in perceptive power1 alertness1 accuracy1 punctuality1 memory1 imagination1 concentration1 adaptability to circumstances1 stability1 self-control1 determination1 tact1 diplomacy1 and good judgment4 ,does this seem like a long list of difficult accomplishments8 ,examine the items1 and realize how easy it is to develop these mental qualities of masterly salesmanship4 ,perception is simply looking at things with your mind as well as with your eyes4 ,alertness is no more than mental sharp ears4 ,accuracy results from taking pains to be right4 ,punctuality is a habit of mind that anyone can develop4 ,memory is acquired by practice in remembering things4 ,you use some imagination every day--use all your imaginative power4 ,likewise you occasionally concentrate your thoughts4 ,more exercise in concentration will develop this mental characteristic4 ,you adapt yourself to circumstances when necessary1 or when you choose4 ,you can train yourself so that you will be prepared to meet anything that may happen4 ,you have a degree of stability of character1 otherwise you never would accomplish anything4 ,increase your steadfastness by sticking to more purposes4 ,similarly determination1 self-control1 tact1 diplomacy1 and good judgment are merely the natural results of continual practice to develop these mental qualities4 ,sidenote3 ,emotional ,qualities ,the principal emotional or heart qualities required in masterly selling are ambition1 hopefulness1 optimism1 enthusiasm1 cheerfulness1 self-confidence1 courage1 persistence1 patience1 earnestness1 sympathy1 frankness1 expressiveness1 humor1 loyalty1 and love of others4 ,think of these one by one1 and realize how many of them you already possess to a considerable degree4 ,you may not be optimistic2 perhaps you lack self-confidence1 or maybe you are wanting in courage4 ,but with the possible exception of these three heart qualities of the master salesman1 you are not deficient now in the emotional essentials of successful salesmanship4 ,you need only a higher degree of each4 ,develop all your capability in the other qualities1 and you will find you have become an optimist4 ,your self-confidence1 too1 will grow as fast as you increase your ability4 ,when you are full of optimism and self-confidence1 you will not find it difficult to create courage within yourself4 ,then you will have the complete emotional equipment of a master salesman4 ,the exact way to develop courage with certainty is explained in the second chapter of ,the ,selling ,process1 with especial reference to the professional salesman1 who must meet his prospects courageously in all circumstances if he would succeed4 ,sidenote3 ,ethical ,essentials ,nor is it hard for you to qualify yourself ethically for mastery of the selling process4 ,surely your intentions are right4 ,you mean to be honest and truthful4 ,you can be of good moral character4 ,you expect to be reliable4 ,it should be easy for you to love your chosen work4 ,sidenote3 ,spiritual ,capacity ,there remains1 finally1 the essential of spiritual capacity for selling4 ,it comprises idealism1 vision1 faith1 desire to serve1 ability to understand other men4 ,perhaps you are deficient in some of these spiritual qualities now4 ,but with idealism all about you in the spirit of the world cannot you1 too1 lift your eyes to higher purposes than the satisfaction of merely selfish desires8 ,are you not able to look broadly1 instead of narrowly at life8 ,you know you must have faith--that you cannot make sure of success if you doubt4 ,your mission as a true salesman of yourself should be to serve your prospects by satisfying their real needs for the abilities you have4 ,love of others results from serving them with what you can supply that they lack4 ,in no respect1 then1 from personal good appearance to spiritual capacity1 need you be other than your best possible self to qualify for certain success with the selling process4 ,sidenote3 ,change and ,growth ,necessary ,reference has been made repeatedly in these pages to the necessity for change and growth in your man character before you can become a master salesman of your full capability for success4 ,of course you cannot change your nature into a different nature2 any more than one form of life can be transformed into an entirely distinct form of life4 ,it is impossible to develop a carrot into a calla1 or to make a dog of a pig4 ,but the elements of any particular form of life may be altered1 most radically4 ,sidenote3 ,develop ,use1 ,activity and ,quality ,of ,elements ,so you can develop3 7#a7 the use2 7#b7 the degree of activity2 7#c7 the quality1 of any element in your present salesman equipment4 ,for example1 it is generally recognized that suitable clothes help to create a good impression4 ,therefore you should use to the highest degree of activity and of quality what you know about the effect of dress in helping to create a good impression4 ,but1 to particularize1 do you 7use your knowledge7 polish your shoes1 even if it is no more than flicking off the dust with your handkerchief1 every chance 7highest degree of activity7 you get when they need it8 ,and when you polish your shoes in the morning preparatory to starting your day's work1 do you just give them a lick and a promise1 or do you make 'em shine8 7,highest degree of quality47 ,sidenote3 ,animal ,training ,the stupid pig can be taught to do as phenomenal tricks as the intelligent dog4 ,it is possible to train a pig so that he will appear to be able to discriminate among colors1 to tell time1 even to perform simple operations in arithmetic4 ,at the circus or vaudeville we sit in wonder while the educated stupid pig1 alertly afraid of the trainer's whip1 performs stunts of seeming intelligence4 ,under the stimulus of fear he acts like a quick-thinking dog4 ,in truth he has been changed by training1 from the pig characteristic of utter stupidity to the dog characteristic of rudimentary intelligence4 ,but in nature and form he remains just a pig4 ,if you should see him among other pigs in a pen1 you never would mistake the educated pig for a fat puppy4 ,in the trained pig the use of his pig mind is developed to an unusual degree of activity and of quality to save himself from punishment and to gain the tidbits that reward his performance of tricks4 ,the purpose of the trainer is accomplished by changing and developing the mind functioning of the pig4 ,no trainer would attempt to change the nature of a pig--to develop a pig into an elephant1 a different creature4 ,only characteristics can be changed or developed4 ,sidenote3 ,plant ,development ,luther ,burbank has accomplished with plants even more extraordinary changes and developments in characteristics than have been achieved by the most expert trainers of animals4 ,he could not make a carrot into a calla2 but he did take the dwarf natural calla plant and develop it into a splendid lily that bears flowers measuring a foot across the petal4 ,he also multiplied the characteristic colors of the natural calla and has evolved great blossoms of a score of shades1 from pure white to jet black4 ,the noted plant wizard developed1 too1 the naturally small1 hard1 dry1 sour prune and transformed it into a juicy1 sweet fruit that is bigger and more delicious than our common plum4 ,he also succeeded in altering radically an element of the natural walnut1 which had a characteristic covering skin of bitter tannin over the meat inside the nut shell4 ,for countless centuries walnut trees had been in the habit of covering the meat of their nuts with this tannin skin4 ,luther ,burbank trained selected walnut trees to give up this fixed bad habit1 and to produce nuts the meats of which were not enveloped in bitter coverings4 ,sidenote3 ,man ,making ,since expert trainers have been able to accomplish such marvelous changes and developments in the characteristics of lower animals and plants--not changes in the form of life1 but alterations so nearly miraculous that they seem almost to be changes in nature--is there the least doubt that you1 a man1 excelling every other animal1 and every plant in consciousness and intelligence1 are capable of the most radical1 elemental changes in your present self8 ,cannot you1 then1 certainly develop and use to a much higher degree of activity and quality the ,,man characteristics you now possess8 ,of course you can6 ,you need but to learn the science of yourself--to get full knowledge of what you are and of what you might be--by studying the big1 best qualities in you4 ,after that you will need to make the most of what you learn about your true self4 ,intensive self-study will reveal to you all the possibilities of your enlarged and bettered personality4 ,when you know you have developed your biggest1 best manhood1 you certainly will feel increased power to sell your goods4 ,of all living creatures1 ,man is the most adaptable1 is capable of the greatest development1 and responsive in the highest degree to desires from within and to influences from outside himself4 ,only a stupidly ignorant man would hold to the belief that the elements of his character cannot be radically changed and developed4 ,at present you may be handicapped with what you have considered natural disqualifications for success4 ,then study yourself thoroughly1 one detail at a time4 ,follow this self-analysis by intelligent practice in the active use of your best qualities1 and determine to change your disqualifications into salable characteristics that will help you to succeed4 ,sidenote3 ,no ,normal ,man ,lacks ,qualifications ,for ,success ,certainly a slouch can straighten up1 wash his dirty hands and face1 dress neatly1 and suggest proper regard for his appearance4 ,the physical weakling is able to build considerable strength into himself4 ,dullards1 unless their brains are stunted1 may develop surprising intellectual keenness4 ,careless men can train themselves to painstaking accuracy4 ,individuals who are habitually late may become models of punctuality4 ,the man of flighty thoughts can concentrate4 ,it is possible to control a quick1 bad temper4 ,tact1 diplomacy1 and good judgment can be learned and used efficiently by the countless thousands of people who now are tactless1 undiplomatic1 and characterized by poor judgment4 ,so it is with the principal emotional1 ethical1 and spiritual qualities of the master salesman4 ,you have them all1 elementally4 ,certainly you can develop any selected element to higher activity and use it to help you sell true ideas of your best capabilities4 ,maybe you have fought long and vainly for self-confidence1 for courage1 for will power4 ,perhaps you have realized for years that you are slow in perception1 and have struggled to make yourself take mental snap-shots of details and conditions4 ,you have wished and willed and worked to be agreeable and courteous2 yet perhaps you lose friends by your characteristic disagreeableness and lack of courtesy4 ,if1 in spite of all you so far have done to improve yourself1 you have been unable to get rid of your faults and defects1 you are apt to question the statement that you certainly can develop such qualities as you most desire4 ,sidenote3 ,decision ,will ,power ,hard ,work ,insufficient ,no doubt you have decided1 probably you have willed1 very likely you have made a persistent struggle to change your characteristics4 ,you honestly have tried hard to grow1 and to increase your man capacity4 ,consequently your failure may have left you rather hopeless about ever succeeding as you once expected to succeed4 ,perhaps you have given up your case as too tough a job4 ,we will assume that you are not so young as you wish you were1 and that you have committed to memory the fatalistic1 hoary lie1 ,you can't teach an old dog new tricks4 ,but recall the fixed habit of bitterness the walnut had for centuries1 the color and size of the natural calla1 the sour taste of the little wild prune1 which the plant wizard changed most radically without using any wizardry at all4 ,he just applied scientific knowledge in his training of walnut trees and callas and prunes and other forms of vegetable life4 ,have you tried his method of development8 ,do you know exactly what he did8 ,if ,luther ,burbank had merely desired and willed that the walnut should give up its old bad habit1 he never could have accomplished the job of development4 ,he might have insisted persistently for a life-time that the little1 sour1 dry prune should become more luscious and larger than the plum2 but it would have remained the same in size and other characteristics as it always had been1 despite his continued determination4 ,desire1 will1 and persistence were but preliminary steps toward the complete accomplishment of his purpose with the prune4 ,sidenote3 ,luther ,burbank's ,method ,burbank worked out in his mind and by actual experiments distinctive methods of development--development and changes along particular1 definite lines4 ,he selected for the prune he wanted to produce1 7an imagined1 ideal prune7 certain desirable qualities of the plum--the best plum characteristics4 ,he studied what produced these particular qualities in plums4 ,then with his exact1 scientific knowledge of the similarity in nature of the plum and the prune1 and his equally definite knowledge of the differences in their characteristics1 supplemented by his knowledge of exactly what produced the difference in the two fruits1 he started his experiments with natural prune trees4 ,he led specimens through a pre-determined scientific process of training4 ,he succeeded in getting his experimental prune trees to develop discriminatively1 almost as if they had the power of choice1 particular plum qualities in preference to others4 ,but the result was not a transformation of the prune trees into plum trees4 ,the fruit of the tree he evolved was just a perfected prune4 ,he simply developed all the capability the prune had originally to be like a plum in deliciousness4 ,sidenote3 ,natural ,growth ,without ,struggle ,note just here one very important feature of the ,burbank method of plant development and change4 ,it did not involve any struggle or hard work on the part of his trees4 ,he merely provided natural1 but scientifically selected conditions and food2 knowing that his prunes then would grow naturally in the particular ways he wanted them to develop1 and in no other ways at variance with his plan4 ,perhaps the primary fault in your ineffective effort to develop yourself into the man you want to be1 is that it has been a struggle4 ,natural growth always is easy4 ,growth involves a struggle only when one or more of the means of natural growth are lacking4 ,luther ,burbank wished his prune trees to develop certain selected qualities of the plum4 ,therefore he provided his wild prunes with the same means he had used effectively with plums to increase their lusciousness4 ,he knew these means should have a similar effect on prunes4 ,when he had provided the natural means of discriminative development1 he left the rest to the natural growth of his prune trees4 ,they began to develop the selected plum qualities easily1 and generation after generation became more and more like plums4 ,sidenote3 ,two ,bases ,of ,growth ,mind and ,body ,now let us consider briefly3 first1 the bases of natural1 easy growth of selected man qualities2 second1 the processes that take place in the development of desired man qualities1 some of which may not have seemed to exist previous to the evolutionary training2 third1 the training methods that should be employed to make these processes most effective and to produce the particular results wanted and no others4 ,there are two bases of development in every one--the inner and the outer man4 ,the real himself is the inner man1 which psychologists call the ,ego4 ,but there is something else in the make-up of every man1 his body4 ,each of us recognizes his body--not as himself1 not as his ego--but as belonging to the real1 or inner himself4 ,a man thinks and says1 my body just as he considers and refers to anything else that is his4 ,the discrimination between the two parts of ,you must be understood at the very start of your self-development4 ,all your plans for the growth of the characteristics you need to assure your success should be based on comprehension of your duality4 ,the two ,you's in yourself not only are distinctly different1 but they are also very intimately related in all their functions4 ,neither your ego nor your body is independent of the other part of your duality4 ,so1 of course1 both must co-operate fully in every process of your self-development2 and your training methods should be planned for the bettered growth of your inner and outer man as a team4 ,sidenote3 ,team-work ,processes ,you understand now that your growth should be on a dual basis2 that you have two different men to develop1 not just one2 and that they must be handled discriminatively1 but together4 ,next it is necessary that you know in exactly what ways the activities of the mind man1 or ego1 are related to the activities of his body1 or the physical man4 ,otherwise you cannot comprehend the team-work processes by which any desired qualities of manhood can be developed from their rudiments4 ,perhaps the reason you have not yet succeeded fully is that you have been a one-horse man and have not trained your dual self to be an effective mind-and-body team pulling together4 ,it takes both mind and body to bring to market successfully all the best capability of a man4 ,sidenote3 ,training ,methods ,evidently1 as a pre-requisite to self-development1 one should have knowledge of the particular processes that result surely in natural1 easy1 rapid growth4 ,otherwise he would be more than likely to employ a wrong or only partly right method of training4 ,so as a student of yourself you need to start with comprehension of your two bases of development1 mind and body4 ,it is necessary next that you acquire scientific knowledge of the distinct but related processes of developing your two selves severally to work together as a team4 ,then you must learn the particular methods of coperative mental and physical training that are most effective in accomplishing the man growth you desire4 ,sidenote3 ,neither ,mind ,nor ,body ,a ,unit ,not only have you two selves1 but neither ,you is a single unit4 ,your mind1 as well as your body1 is made up of distinctly different but very intimately related and associated parts4 ,your mind cannot be developed as a whole4 ,its parts must be severally bettered and strengthened in coordination1 just as the physical man is developed by training his various muscles4 ,you know you have distinct sets of muscles which all together make up your composite body4 ,perhaps1 however1 you have not realized before that your mind is not a unit1 but is made up of innumerable distinct mind centers1 each of which functions as independently of the others as your set of eye muscles operates independently of the set of muscles governing the movements of one of your fingers4 ,and possibly you do not know that each mind center has a distinct brain center1 which functions for that particular part alone of your whole mind4 ,each associated mind-and-brain center also has direct1 distinct nerve connections with only one set of muscles4 ,in fact1 you are a many-minded1 many-bodied man--a collection of mental and physical parts1 a composite man rather than a man unit4 ,these several parts are in large measure practically independent of one another4 ,one set of body parts belongs to only its particular associated set of mind parts1 or mind center4 ,sidenote3 ,independent ,mind and ,body ,centers ,if you were constituted otherwise1 your life would be very precarious2 for the injury or destruction of even a minor part of your body would be fatal to the whole unit4 ,as it is1 you can lose a finger without affecting your eye-sight in the least4 ,so you might suffer a localized brain injury that would completely paralyze a finger1 without impairing your sight at all4 ,either the mind center that governs a finger1 or the set of muscles in that finger can be affected without necessarily reacting upon any other mind center or any other set of muscles4 ,sidenote3 ,interrelation ,of the ,ego ,and ,physical ,man ,but if the mind center that governs a certain set of muscles is affected1 that set of muscles also is directly affected and at once4 ,likewise if anything happens to a particular set of muscles1 the reaction is instantly transmitted to its associated mind center through the direct wire nerves and brain center which particularly serve that part of the mind4 ,great scientists have studied mental and physical phenomena in inter-relation and have learned certain facts4 ,for example1 it is known that the mind not only affects the general functions of the body1 but also the rate of bodily activity and the chemistry of body tissues4 ,long-continued hard thinking actually does wear a man out4 ,it consumes blood and brain tissue4 ,it slows him up4 ,it may impair his digestion and appetite4 ,we all know these things1 but the scientists know just why we feel physically tired after using only our minds4 ,they have learned also that every activity of the mind has a direct effect on the brain substance4 ,that is1 each mind operation through the brain changes its physical structure in some degree4 ,mental effort or relaxation increases or decreases the amount of blood in the brain4 ,when you have been using your mind very hard1 your head feels heavy1 and it is unusually heavy then on account of the extra amount of blood weight4 ,even the temperature of the brain1 particularly of that portion of the brain which is especially functioning at a given moment1 is changed with every mental effort4 ,sidenote3 ,slow ,muscles ,slow ,mind ,there is abundant scientific proof that the quality and quantity of muscle1 brain1 and nerve 7physical7 activity in a particular individual are accompanied by corresponding qualities and quantities of mental activity4 ,that is1 when a person's muscle action1 nerve response1 and brain action are sluggish1 his mind also develops a characteristic of slow action4 ,and vice versa4 ,we say of a certain acquaintance that he has an alert mind4 ,but his ego1 or mental self1 could not act quickly and alertly if his brain1 the physical instrument of his mind1 did not receive and transmit impressions swiftly to his mentality4 ,the brain does not think4 ,it is as purely physical as any other part of the body4 ,it just handles1 or transmits in and out1 to and from the mind1 the various impressions sent in by different sense muscles1 and the mental reflexes or impulses sent out by the innumerable mind centers4 ,your mind works through your brain4 ,of course1 therefore1 the quality and quantity of mental work you are capable of doing are limited by the degree of handling-or-transmitting efficiency characteristic of your particular brain structure4 ,sidenote3 ,value of ,practical ,psychology ,any interference with the brain quality or quantity of an individual naturally interferes with his normal mental functioning4 ,if a particular part of a man's brain is injured1 the associated mind center is harmed likewise and his mental quality is affected in proportion4 ,should a certain portion of his brain be cut out1 the total quantity of his mental powers would be correspondingly reduced4 ,we all know these things about the brain and the mind4 ,but only a few scientists are familiar with many details of the inter-relation of mind and brain and muscles1 which should be known to all people who want to make the most of themselves4 ,the salesman of himself needs to understand his goods thoroughly2 so as we study the selling process that completes the secret of certain success1 we dig into practical psychology a little way now in order to stimulate in you a desire for further exploration of that gold mine of opportunities4 ,sidenote3 ,physical ,manifestations of ,ideas ,the mind depends on the brain1 in coordination with the nerves and muscles1 to express thoughts4 ,that is how your inner or ego sales-man gets his ideas out of your physical salesman1 and shows them to the minds of prospective buyers4 ,you can make another person conscious of your thoughts only by some perceptible physical manifestation of the idea you wish to convey to him4 ,evidently1 then1 in order to succeed in developing your big sales manhood and in making effective impressions of it on others1 you must learn both how to think the ideas of big manhood into your own mind most effectively and how to show them outwardly with masterly skill4 ,the first process is man development2 the second is sales-man-ship1 or manhood self-expression for the purpose of controlling the ideas of other men4 ,sidenote3 ,selling ,a ,thought ,there is but one way to indicate or express what is going on in your mind4 ,your thoughts can be physically shown only by muscular action of some kind4 ,brain and nerve action are hidden1 but muscle action can be perceived4 ,if your muscular action expresses exactly the idea you desire and will and use it to manifest1 your mind is able to get its thought across to another mind--to sell the idea4 ,conversely1 if your muscle action--your outer1 perceptible self--expresses something different from your thought intention1 your mind has failed to make the true impression of your idea4 ,it may be that an impression directly contradictory to your thought has been made by your muscles working at cross purposes4 ,so the truth in your mind won't get across to the other man's mind--not because your idea was untrue1 but because it has not been physically interpreted by your muscles as you intended4 ,for example1 you might stand so much in awe of a man you greatly admire that you would avoid speaking to him1 and in consequence would appear to him indifferent or cold4 ,your physical appearance would belie your intentions4 ,perhaps1 if you have failed in life or have only partially succeeded1 despite the qualifications you possess for complete success1 your muscles may be principally to blame4 ,the parts of your idea-selling equipment that can be perceived in action probably have not delivered the goods of sale correctly4 ,sidenote3 ,how ,knowledge is ,accumulated ,not only is your mind absolutely dependent on the muscular system of your body for any true expression of the real you inside2 it likewise must depend on the activity of your various sets of muscles to get all the incoming sense impressions that make up whatever knowledge you have4 ,have you realized how your present fund of information was accumulated8 ,everything you know came into your conscious mind originally through impressions first made on your various sense muscles1 and then transmitted by nerve telegraph to directly connected brain centers1 which in turn passed on to their associated mind centers these original impressions of new ideas4 ,many repetitions of similar sense impressions were needed to register permanently in your mind your first conceptions of different colors1 scents1 etc4 ,thus you learned to think4 ,the process was started--not by your mind--but by your various sense muscles4 ,these received from your environment impressions of heat1 cold1 softness1 hardness1 etc41 and passed them in to associated brain-mind centers1 which thus commenced to collect knowledge about the world which you entered with a mind absolutely empty of ideas4 ,if a child might be born with a good brain1 but with his general muscular system completely paralyzed1 he could learn nothing at all regarding the world4 ,he would have no conscious mind4 ,no sense impression of smell1 light1 taste1 sound1 or feeling could be received by the brain of such a child2 for no original perceptions of any kind could be taken in4 ,he would be like a complete telegraph system with every branch office closed4 ,no intelligence would be transmitted2 since no message could be even filed for sending4 ,because of the paralysis of the sensory muscles1 the child's conscious mind would remain blank4 ,sidenote3 ,each ,mind-,center ,must ,be ,developed ,specifically ,recall now that you have a multiplex1 not a single brain4 ,that is1 your so-called brain is made up of innumerable1 distinct brain centers which function quite independently of one another4 ,no particular unit requires help from any of the others in order to do its especial work with full efficiency4 ,each center attends only to its specific business in your life4 ,it rests1 or relaxes from activity1 when it has nothing to do2 or when the particular muscles it governs are not in use4 ,and1 of course1 when a certain brain center rests or is inactive1 its associated mind center also rests or is inactive4 ,as already has been stated1 the mind of a man is built up1 through the brain instrument1 by the sense impressions transmitted to his consciousness4 ,in other words1 all he knows with his mind first came into his mental capacity from outside impressions of things and ideas4 ,the fewer the impressions that come into the mind through the brain1 the less does a man know4 ,and only the impressions that come into a particular mind center develop that center4 7,for example1 the development of keenest eyesight by many optical impressions would not affect at all a man's ability to discriminate among the tones of music1 would not give him a good ear47 ,sidenote3 ,weak or ,undeveloped ,centers ,it is evident1 therefore1 that if a particular brain center temporarily or permanently is deprived of right and sufficient exercise in transmitting sense impressions1 its coordinated mind center will be stunted in its growth or starved for lack of mental food4 ,this is why a man is awkward in using his native tongue when he returns to the country of his birth after a long residence among people of a different nation where that language was not spoken4 ,but a little exercise of his brain in transmitting again the sound of his native tongue will quickly stimulate his mind with the renewed supply of this particular mental food to which it formerly was accustomed4 ,in a few weeks he will use the old language naturally2 whereas another man1 who never had spoken it1 would require years to build up such full knowledge from a start of complete ignorance of the language4 ,evidently1 too1 a weak1 undeveloped brain center would be incapable of receiving strong mental impulses from its coordinated mind center1 and of transmitting them in full strength to the particular muscles governed by that mind center4 ,this is why1 if a man's brain center of courage is undeveloped1 even the most courageous thoughts will not make his body act bravely4 ,his legs may run away against his will to fight4 ,the physical instrument of his mind 7his brain71 and also certain associated sets of muscles1 must be sufficiently exercised in the action of courage to build up within him the physical structure of fearlessness that will be instantly responsive to a mental attitude of bravery4 ,sidenote3 ,right ,exercise for ,development ,if for any reason the brain instrument is weak or undeveloped1 it can handle only weakly either in-coming messages to the ego from the senses1 or out-going impulses from the mind to the muscles4 ,so1 because of this undeveloped brain instrument1 the full capability of neither the inner nor the outer man can be built up and put to use4 ,obviously1 therefore1 if one is ambitious to succeed1 he needs to know and to practice the coordinated mind-brain-muscle exercises that will increase the quantity and better the quality of his man capacity4 ,since he is a many-minded1 many-bodied man1 general physical and mental exercise will not develop the particular qualities required to assure his success4 ,each and every mind-brain-muscle set must be built up individually by specific exercises which strengthen that particular unit of the multiplex man4 ,then1 of course1 all his units should be taught to work together to make his success certain with his all-around capability fully developed and coordinated4 ,sidenote3 ,the ,discriminative-,restrictive ,method ,luther ,burbank worked out discriminative-restrictive methods of growth that may be applied as successfully to men as to plants4 ,he could not have built up the ability of a prune tree to produce delicious fruit if he had not fed into the tree structure1 or instrument of production1 a sufficient quantity and high quality of the particular plant foods of deliciousness4 ,he restricted his experimental prune trees to the development of specific delicious qualities1 by giving them no food except that discriminatively selected for his purpose4 ,that is1 he made them develop in one way and in one way only1 when he was making a particular test4 ,similarly1 as has been stated before1 you can develop the specific man qualities you need to succeed4 ,you must feed to a particular mind center1 through the related brain center1 selected sense impressions4 ,these can come only from the coordinated set of muscles governed by that mind-brain center4 ,then you should exercise the specific brain center and set of muscles in the production of mental reflexes1 or the mind fruit4 ,acts of courage1 for example1 are the fruit of brave thoughts4 ,sidenote3 ,brain ,development ,a particular brain center1 of course1 will be strengthened both by the food of sense impressions it is given1 and by the exercise of handling messages to and from the mind4 ,the brain1 or physical instrument of the mind1 is like an intermediary or go-between of the ego and the body4 ,it is of the utmost importance that it should do its work efficiently4 ,otherwise the full capability of neither the outer nor the inner man can be utilized4 ,if ,brown passes something to ,jones1 who passes it along to ,smith2 then ,smith passes it back to ,jones to be re-passed to ,brown--,jones1 the middle agent of transmission or handling instrument1 whom we are comparing to the brain1 might be so awkward1 slow1 and inefficient as a go-between that the possible ability of ,brown and ,smith in passing would be nullified or greatly hampered4 ,but if the inefficiency of ,jones is blamable to his inexperience1 it evidently can be changed to efficiency by sufficient right exercise in passing4 ,the more of that sort of work he does1 in either direction1 the better passer will ,jones become4 ,his exercise1 however1 must be in passing things1 if passing capability is to be developed4 ,he would not become a better and quicker passer by any amount of exercise in taking things apart1 or in inspecting things--wholly dissimilar functions4 ,sidenote3 ,training in ,passing ,moreover1 ,jones would not become an expert passer of glassware as a result of practice in passing bricks1 for the two kinds of things are not handled alike4 ,indeed1 the man accustomed to passing bricks might be more likely to break glassware than another man who previously had no particular skill in passing anything4 ,the expert brick-passer would be apt to forget sometimes that he was passing glass4 ,his muscles might treat the fragile ware with the rough habit acquired in passing bricks4 ,plainly1 discriminative-restrictive methods of training are required to perfect capability in any particular kind of physical passing2 however much skill in general passing may have been developed4 ,if ,jones should become expert in passing pails of liquid1 he would nevertheless need to train himself anew in order to pass frozen liquid efficiently in the form of cakes of ice4 ,and1 to particularize still more1 it would be necessary for him to learn how to pass different liquids4 ,water and thick molasses in pails should not be handled alike4 ,similarly the various brain centers1 as passers of different sense impressions and mental reflexes in and out1 require1 each of them--like ,jones--the specific exercises that will develop their several particular abilities4 ,the individual brain unit 7as of courage1 memory1 judgment1 etc47 is strengthened only by handling the in and out business of its coordinated muscles and mind center4 ,also1 while a particular set of muscles and coordinate mind center are strengthening their brain center by the exercise they give it1 they are both being developed by the same exercise of passing along sense impressions and thoughts to each other through the brain--like ,smith and ,brown4 ,sidenote3 ,the ,process ,of ,growth ,returning to the comparison of ,burbank's methods with man development1 we perceive again how the principle of discriminative-selective training is applied to accomplish the growth of certain characteristics needed to assure a man's success4 ,the plant wizard in his initial tests gave to his undeveloped prune trees particular food and conditions and treatment selected for the purpose of imparting specific qualities of deliciousness4 ,a prune somewhat improved in deliciousness was the first result4 ,then from the product of that improved prune he started another cycle of development4 ,he fed the selected food of deliciousness to the improved prune tree1 and a fruit more delicious resulted4 ,his work was simply plant breeding by the discriminative-restrictive method4 ,brain breeding is a similar process of particularized1 cumulative development4 ,sidenote3 ,begin ,with ,specific ,training of ,the ,outer ,man ,all the foregoing rather complicated explanation of psychological processes has seemed necessary to make a clear impression of the right training methods for building within you any quality you need to assure your success4 ,you must begin by training your outer man4 ,you can develop a particular mind-brain center 7such as the center of courage7 only by the discriminative-restrictive training of those portions of your body which are directly related in activity and responsiveness to that mind-brain unit of the multiplex ,,you4 ,training of any other set of muscles will not develop the particular mind-brain center you want to build up1 and would be a wrong procedure4 ,you should begin with specific training of particular sets of sensory muscles because1 as we have seen1 that is the natural order of the process of growth4 ,it is how you began to learn everything you know4 ,you can increase and improve your present limited1 conscious knowledge most effectively by taking into your mind from your trained particular senses more and better impressions than you ever have taken in before4 ,sidenote3 ,developing ,persistence ,suppose your success has been hindered by your lack of persistence4 ,you need to develop that quality in particular4 ,let us see how the discriminative-restrictive principle should be applied specifically to assure you of building persistence within yourself4 ,first it is necessary that you discriminate between this one quality and all others2 especially between it and the quality of determination4 ,very different training methods are required to develop persistence and determination respectively4 ,when you are just determined to do a thing1 your jaw muscles1 your arm and back muscles1 perhaps all your commonly known muscles1 will be hardened as long as you remain determined1 but no longer4 ,they will relax when the occasion for determination has passed4 ,the habit of instantly tensing your muscles temporarily whenever you need to be determined will very greatly strengthen and improve the efficiency of your brain-mind center of determination4 ,but that temporary hardening of your muscles will only slightly affect the development in you of characteristic persistence4 ,sidenote3 ,developing ,determination ,hence the training of your muscles for building the habit of determination within you should be concentrated on exercise in changing swiftly from comparative laxity to muscular tension4 ,that is1 in order to accustom your mind to hardening with determined thoughts whenever determination is needed1 you should train your muscles to harden in coordination1 and thus to support your mental determination by the complementary physical suggestion of the same quality4 ,you do not need to use determination all the time2 so it will be sufficient if your muscles are taught to be quickly responsive to determination of mind on any occasion4 7,you know it helps you to carry out a resolution if you stiffen your body at the moment you make up your mind to do a thing1 but continued stiffness of the body in determination would be a strain likely to weaken your power of action unless backed by a tremendous1 stored-up reserve strength of muscles47 ,begin your practice for the development of determination1 then1 by training your muscles to tauten the instant you think determinedly4 ,your brain-mind center of determination will also be strengthened by the exercise that builds up the supporting habit of muscle action in coordination4 ,millions of men have failed in life because their determined thoughts were not reenforced by stiffened backbones4 ,sidenote3 ,discrimination ,between ,determination and ,persistence ,now let us discriminate between muscle training to develop the characteristic of persistence and the training already described for the building of determination4 ,in order to strengthen your persistence1 you must transmit through the distinct brain center of persistence to the corresponding mind center1 the impression of muscles permanently developed in firmness1 not just capable of temporary hardening on occasion4 ,the characteristically persistent man has gradually developed his lax-muscled1 sagging1 baby chin into a jaw that is habitually firm1 whether or not he happens to be determined to do anything at a given moment4 ,his muscles do not sag utterly1 even when he is asleep4 ,he probably wakes up in the morning with his teeth clenched4 ,so1 whenever his coordinated brain-mind center perceives that the quality of persistence is required1 and starts to apply it1 the mental impulse to persist is backed by a permanent firm muscle structure that can stand up as long as the mind needs the physical support4 ,sidenote3 ,a ,slump in ,determination ,in contrast1 the man who is only characteristically determined1 but who lacks persistence in his determination1 has developed just the habit of hardening his muscles for the time he is determined on doing a particular thing4 ,that does not exercise his muscles sufficiently to make them firm all the time1 whether under tension or not4 ,consequently his determination is likely to slump if his resolution is subjected to a long strain4 ,he does not possess muscular structure sufficiently strong to support persistence in his determination4 ,habitual lack of firmness in the jaw muscles1 as you know1 results in a sagging chin2 which detrimentally affects the brain-mind center of persistence4 ,a man whose jaw habitually hangs loose may be capable of great determination for a while1 but he is not persistent in character4 ,he might clench his teeth1 stiffen his body1 and plunge into the surf to rescue a drowning person2 but his first resolution to effect the rescue would be weakened by the cold water and by fear4 ,he lacks the quality of the bulldog that will die rather than loose its teeth from another dog's throat4 ,sidenote3 ,muscles ,express and ,impress ,ideas ,the coordinated muscles express the mental attitude1 as we have perceived2 and equally they impress the mind with their attitude4 ,if you have a sagging chin1 you are incapable of the mental bulldog grip of persistence4 ,so tighten up your jaw muscles1 and never let them hang utterly loose1 if you are resolved to develop the characteristic of stick-to-it-iveness4 ,begin with muscle training1 for your muscles must be utilized to start the process of building up your brain-mind center of persistence4 ,sidenote3 ,developing ,perception ,when you train the particular sense muscles that transmit external impressions to a particular brain-mind unit 7the same muscles that reflexively express the ideas of that one part of your multiplex ego7 you may be absolutely sure of developing a particular related characteristic4 ,for example1 if you want to sharpen your perceptive faculties so that you will see with the eyes of your mind much more than the ordinary man perceives1 exercise your physical eyes in taking snap-shots that you can see clearly in detail with your imagination when you look away from an object after a glance at it4 ,try glancing at the furnishings of your room1 then shut your eyes and construct a mental picture4 ,when this is definitely clear to you1 open your eyes4 ,the reality will be very different from your imagined picture4 ,but sharpen your perceptive faculties1 develop a camera eye2 then the reality will be exactly impressed on your mind4 ,witnesses in court often contradict one another1 in all honesty1 simply because their ability to perceive actualities is not highly developed4 ,in consequence1 they get false mental impressions of happenings or things they severally have seen4 ,sidenote3 ,three ,processes ,of ,mental ,development ,there are but three processes of mental development3 ,the first process comprises getting information from a sense to its associated brain center1 which then makes the mind center conscious that particular information has been transmitted to it4 ,the second process is organizing the information in the mind center1 with relation to other information previously brought to the mind4 ,in the third process the mind center directs its co-related brain center to send out certain impulses of action to the corresponding muscular structure4 ,let us analyze an illustration of these three processes of mental development4 ,suppose first you hear something that concerns a particular prospect for your goods of sale4 ,second1 you comprehend the significance to you of what you have heard4 ,third1 your mind directs your muscles to make a particular use of what you have comprehended4 ,the original mental impression has been fully developed because you employed all three processes4 ,if you had not completed the cycle of development1 you would have given your mind only partial exercise with what you heard4 ,in order to become a master salesman1 you must take in many impressions1 perceive their significance to you and how you can make use of them1 then act on your comprehension of what you have learned4 ,there are countless failures in the world who might have been successes if they had not stopped their possible mental development at the first or second stages4 ,a man might know an encyclopedia of facts1 but be a failure4 ,he might comprehend how to use his knowledge1 and still be a failure4 ,success comes only to the man who acts most effectively on what he knows4 ,sidenote3 ,right ,practice ,of the ,three ,processes ,in order to secure quick and effective results1 the practice of the three necessary processes of development should be3 ,first1 definitely conscious4 ,you need to know just what quality you want to develop in yourself4 ,second1 discriminative4 ,you must learn the differences between what you want1 and what you don't want to develop in particular4 ,third1 restrictive4 ,it is necessary that in your training to develop a certain quality1 you concentrate your practice on the respects in which this particular quality differs from other qualities4 ,most of us are pretty definitely conscious of what we want4 ,we know just the qualities we would like to have4 ,but very few people employ most effectively the discriminative-restrictive methods of training in their processes of development4 ,sidenote3 ,importance of ,differentiation ,it is impossible to develop a particular quality fully if you only recognize its likenesses to other qualities4 ,real mental development is accomplished only as a result of the recognition of differences4 ,after studying twins for a year1 you still might be unable to tell them apart if you were impressed solely with their remarkable similarity to each other4 ,another man1 with a mind discriminatively and restrictively trained to recognize differences1 would learn in five minutes to distinguish the individualities of the twins4 ,almost phenomenal development can be attained by use of the discriminative-restrictive training method4 ,the minutest distinctions can be perceived if one concentrates his practice for mental growth on the recognition of differences only4 ,individuals who have lost one or more senses become extraordinarily adept in detecting contrasts with their other senses4 ,a normal man1 possessed of all his senses1 is capable of even greater development of his powers of differentiation4 ,you know how remarkably a blind man learns to see with his fingers and ears4 ,but need you lose the sense of sight before you can comprehend the lesson of his example to you8 ,you realize that you appear to lack many essential qualities of success4 ,know now that these are all merely dormant in you4 ,they can be awakened and developed to an extraordinary degree if you train yourself consciously in the discriminative-restrictive use of all your sense tools4 ,you would do it if you were blind4 ,it certainly should be much easier to accomplish the desired transformation with your eyes open to aid your other senses4 ,sidenote3 ,whatever ,you ,lack ,now ,you ,can ,develop ,the significance of all this is that you need not be permanently handicapped in your sales-man-ship by any present lack of particular qualifications for success4 ,it makes no difference what you happen to be short of now4 ,by properly coordinating your brain-mind-muscle sets or centers1 and by using all three in the processes of your development1 you can make yourself over almost miraculously4 ,will power1 courage1 exact and wise judgment1 persistence1 patience1 rapid thinking1 constructive imagination--any and all qualities you want ,,can be developed in you1 even though they now seem not to exist4 ,your development is limited only by the practically limitless number of unawakened cells in your brain4 ,most of your potential mind centers are asleep yet4 ,you can wake up the slumberers with your various sense muscles1 and vigorously exercise them into activity for your success4 ,you have been handicapped because you have been carrying so many dead-heads that ought to be working or paying their way4 ,remember that growth of any brain-mind center can be begun and continued only by the exercise of the coordinated set of sense muscles in transmitting impressions from outside yourself and in expressing your thoughts4 ,sidenote3 ,your ,limitless ,brain ,capacity ,the number of cells in the human brain has been estimated at from six hundred millions to two billions4 ,the greatest genius who ever lived doubtless had scores of millions of brain cells that remained more or less idle1 if not sound asleep1 all his life4 ,nature has furnished you with a plentiful surplus of grey matter in your head4 ,do not be afraid that you will exhaust or tire out your brains by your self-development4 ,put into your work all the brains you can waken with your various senses4 ,and keep the alarm clocks wound up4 ,william ,james1 the great psychologist1 wrote1 ,compared with what we ought to be1 we are only half awake4 ,our fires are damped2 our drafts are checked4 ,we are making use of only a small part of our physical and mental resources4 ,there are in every one potential forms of activity that actually are shunted from use4 ,part of the imperfect vitality under which we labor can thus be easily explained4 ,one part of our mind dams up--even damns up--the other part4 ,sidenote3 ,growth ,can ,be ,assured ,and ,success ,made ,certain ,can you become a big sales ,,man8 ,of course6 ,you have all the necessary tools to make yourself over in any way you will--your muscles1 nerves1 brain1 and mind4 ,use them cooperatively1 as they were meant to be used1 in their respective sets--not as if you were a mental-physical unit4 ,to develop your sales manhood you need only to apply real thinking in the processes of your daily life4 ,study out the reasons and effects of all your acts and expressions4 ,your experimental psychological laboratory should be yourself1 undergoing at your hands the transformation from what you are to what it is possible for you to become4 ,begin making your man-stuff over4 ,each successive step will be easier to take4 ,your growth1 when you employ the right processes and methods1 is certain4 ,therefore your success in making yourself a big sales man can be assured4 ,,chapter ,,iii ,skill ,in ,selling ,your ,best ,self ,sidenote3 ,practice ,of the ,art ,if you have developed real capability and first-class manhood1 you have the goods that are always salable4 ,but you realize now that the mere possession of these basic qualifications for success will not insure you against failure in life4 ,you cannot be certain of succeeding unless you know how to sell true ideas of your best self in the right market or field of service1 and until you develop sales skill by continual correct practice4 ,we will assume that you have had little or no selling experience4 ,you are conscious that you entirely lack sales art4 ,therefore1 though in other ways you feel qualified to succeed in life1 you may be dubious about your future4 ,perhaps you realize that skill in selling true ideas of your best capabilities is all you need to make your success certain4 ,but you question1 ,can ,i be sure of becoming a skillful salesman of myself8 ,you have no doubt of your ability to learn the selling process1 but very likely you do not believe you ever could practice it with the art of a master salesman4 ,consequently you are not yet convinced of the certainty of your success4 ,sidenote3 ,success ,proportionate ,to ,sales ,skill ,of course success cannot be absolutely assured in advance unless every element of the secret we have analyzed can be mastered4 ,hence it is necessary that you now be shown certain ways to sell ideas--ways that cannot fail1 that are adaptable to the sale of any right goods1 and that you surely can master4 ,you need to feel absolutely confident that if you follow specific principles and use particular methods1 you can impress on any other man true ideas of your best capabilities4 ,when you become skillful in making good impressions1 you certainly will be able to sell yourself into such chances to succeed as fit your individual qualifications4 ,your success with the best that is in you can be made directly proportionate to your skill as a salesman of your goods4 ,mastery of the art of selling will enable you to cut down to the minimum the possibilities of failure in whatever you undertake4 ,remember that success does not demand perfection4 ,there never was a #ajj salesman4 ,to be a success1 you need only make a good batting average in your opportunities to sell4 ,it is not necessary to hit #ajjj to be a champion batsman in the game of life4 ,ty ,cobb led his league a dozen years with an average under 4#djj4 ,sidenote3 ,technique ,and ,tools ,the foundation of sales art is knowledge of selling technique4 ,so the first step in the process of developing your skill as a salesman of yourself is the study of the right tools for making impressions of true ideas of your best capabilities4 ,you must know1 also1 the scientific rules that govern the most effective use of these right tools4 ,technique1 however1 is only the basic element of salesmanship4 ,on the foundation of your sales knowledge it is necessary to build sales skill that will completely cover up your technique4 ,your perfected sales art should seem1 and really be second nature to you4 ,your salesmanship probably will be crude until you overcome the awkwardness of handling unfamiliar tools1 or familiar tools in ways that are new to you4 ,but practice makes perfect4 ,the use of the right technique in selling true ideas about your best self will soon become natural4 ,sidenote3 ,making ,success ,easy ,the skillful sale of ideas is accomplished without waste of time or energy in the selling process4 ,the unskillful1 would-be salesman not only fritters away his own time and effort1 he also wastes the patience and power of the man to whom he wants to sell his goods4 ,the sales artist1 however1 gets his ideas into the mind of a prospect quickly1 with the least possible wear and tear on either party to the sale4 ,no one appreciates a fine salesman so thoroughly as the best buyer4 ,skill in selling true ideas about your particular qualifications will not only assure your success1 but will make it easy for you to succeed4 ,sidenote3 ,docking ,your ,sales-man-ship ,the skillful salesman is the captain of his own sales-man-ship4 ,but in order to make certain of landing his cargo of right impressions he takes aboard the pilot ,science to begin with1 and then concentrates on four factors of the art of selling ideas3 ,first1 discovering and traversing the best channel into the prospect's mind2 ,second1 locating the particular point of interest upon which the salesman's cargo can be most effectively unloaded2 ,third1 maneuvering alongside this center of the buyer's interest2 ,fourth1 securely tying to the interest pier so that the shipload of ideas may be fully discharged4 ,the primary aim of the skillful salesman when making port is to get safely to the right landing place as soon as possible and with the least danger of failure in his ultimate purpose of completing the sale4 ,at this initial stage of the selling process1 however1 he concentrates his thoughts on the skillful docking of his sales-man-ship4 ,the nature of the cargo a sailor ship captain brings to port has little or nothing to do with the art of reaching and tying up to the pier4 ,similarly1 whatever his goods of sale1 the skillful salesman uses the same principles and methods to dock his salesman-shipload of ideas most effectively in the harbor of the prospect's mind4 ,so the art you are studying is standardized4 ,when you master it1 you can apply it successfully to the sale of your best self or any other goods of sale4 ,sidenote3 ,reasoning ,and ,argument ,are ,wrong ,before considering the methods of selling that are most effective1 it will be well to get rid of a mistaken idea that is all too common4 ,a great many people regard reasoning power1 or the force of pure logic1 as an important selling tool4 ,there are so-called salesmen who attempt to argue prospects into buying4 ,unthinking sales executives sometimes instruct their representatives to employ certain selling arguments4 ,but the methods and language of the debater have no place in the repertory of a truly artistic salesman or sales manager4 ,one debater never convinces the other4 ,at best he only can defeat his antagonist4 ,in a skillfully finished sale1 however1 there should be neither victor nor vanquished4 ,the selling process is not a battle of minds4 ,there is no room in it for any spirit of antagonism on the part of the salesman4 ,so in your self-training to sell true ideas of your best capabilities1 do not emphasize especially the value of logic and reasoning4 ,if you use them at all in selling yourself1 disguise their character most skillfully4 ,never suggest that you are debating or arguing your qualifications with prospective buyers of your mental or physical capacity for service4 ,you cannot browbeat your way into opportunities to succeed4 ,most employers buy the expected services of men and women in order to satisfy their own desires for particular capabilities4 ,few will buy against their wishes4 ,in order to sell your qualifications with certain success1 you first must make the other man genuinely want what you offer4 ,almost always mind vision and heart hunger must be stimulated to produce desire4 ,therefore the most skillful salesman of himself does not use the words1 tones1 and actions of argument4 ,in preference to cold reason and logic he employs the arts of mental suggestion and emotional persuasion4 ,sidenote3 ,the ,force of ,suggestion ,suggestion is especially effective in producing desire2 because an idea that is merely suggested1 and not stated1 is unlikely to provoke antagonism or resistance4 ,a suggestion is given ready access to the mind of the other man4 ,usually it gets in without his realizing that a strange thought has entered his head from outside4 ,when he becomes conscious of the presence in his mind of an idea that has been only suggested to him1 he is apt to treat it as one of his own family of ideas and not as an intruder4 ,naturally he is little inclined to oppose a desire that he thinks is prompted by his own thoughts4 ,however1 he would be disposed to resist the same wish if he realized it had been injected into his consciousness4 ,all of us know the great force of suggestion2 but there are very few people who so use words1 tones1 and movements as to make the most of their power of suggesting ideas in preference to stating them4 ,probably no tool of salesmanship will be of more help in assuring your success than fully developed ability in suggestion1 which is the skillful process of getting your ideas into the minds of others unawares4 ,sidenote3 ,words ,are ,doubted ,the words we use are intended to convey pretty definite meanings to listeners4 ,if we are entirely honest in our words1 we expect whatever we say to be taken at its face value as the truth4 ,yet each of us knows that his own mind seldom accepts without question the statements of other men1 however well informed and honest they are reputed to be4 ,you and ,i mentally reserve the right to believe or to doubt the written or spoken words of someone else2 because they always enter our minds consciously4 ,we know that the words we hear or read come from outside ourselves4 ,the skillful salesman proceeds on the assumption that his words will be stopped at the door of the prospect's mind and examined with more or less suspicion of their sincerity and truth4 ,therefore the selling artist employs words principally for one purpose--to communicate to the other man information about such facts as cannot be introduced to his consciousness otherwise4 ,some facts can be told only in words4 ,but a master of the selling process uses as few words as possible to convey his meaning4 ,he depends on his suggestive tones more than on what he says4 ,he reenforces his speech with accompanying movements and muscular expressions1 to get into the mind of the other man by suggestive action the true ideas behind the words used4 ,similarly when you bring your full capability to the market of your choice1 you should not rely upon a mere declaration of your qualifications2 and upon word proof1 written or spoken1 that you are the man for the job4 ,your words are unlikely to be taken at their face value4 ,any claims you have a right to make will be discounted heavily if you say very much about your own ability4 ,you run the risk of being judged a braggart and egotist when you talk up your good points2 though you may be telling no more than the plain truth4 ,sidenote3 ,tones and ,acts ,are ,believed ,however1 if your tones of sincerity and self-confidence denote really big manhood2 and if your every act and expression indicate to a prospective employer that you are entirely capable of filling the job for which you apply1 he probably will consider himself very shrewd in sizing you up4 ,really you have suggested to him every idea he has about you1 but he will think he has found in you the very qualifications he desires in an employee4 ,you can do more to sell yourself by the way you walk into a man's office than you could accomplish by bringing him the finest letters of introduction or by giving him the smoothest line of talk about yourself4 ,he is able to read the principal characteristics of the real ,you in your poise and movements and in the manner of your speech4 ,he will believe absolutely any characteristic he himself finds in you4 ,what you say to him may have little real influence on his judgment of you4 ,but be sure that he will note how you speak2 and will make up his mind about you from your tones and actions1 rather than from your words4 ,he will think the ideas you suggest to him are his own original discoveries4 ,sidenote3 ,suggestion ,by ,tones ,and ,acts ,evidently1 before you attempt to achieve success1 it is very important that you study the art of suggestion by tones and actions4 ,when you know the principles1 you should practice this art until you make yourself a master of skillful suggestion4 ,you need to know precisely the effects of tone variations1 the exact significance of the various tones you can use4 ,it is necessary also for you to comprehend not only that ,every little movement has a meaning all its own1 but just what that meaning is4 ,when you are equipped with thorough knowledge of how to suggest particular ideas through tones and motions1 you should practice using the principles and methods of suggestive expression you have learned1 until it becomes second nature always to speak and act with selling art4 ,then you will be a skillful salesman1 sure of your power to sell true ideas of your best capability wherever you are4 ,your success will have been made certain through your sales art built on the foundation of your sales knowledge by your fully developed sales manhood4 ,sidenote3 ,discriminative ,selective ,method ,your increased selling skill will result naturally1 just as we have seen that you will grow naturally in sales manhood1 if you employ the discriminative-selective method when training your human nature in the art of suggesting your best self4 ,you need first to recognize the exact differences of significance among the various tones and movements at your command4 ,then your self-training in suggestive expression should be concentrated on the particular ways of speaking and acting that will best demonstrate your qualifications for success4 ,of course it is equally important to eliminate all tones and movements that might suggest unfavorable ideas about you4 ,to make sure of your success1 be certain that everything you do and say tells the truth1 the whole truth1 and nothing but the truth about your capabilities4 ,it is necessary to make sure no word1 tone1 or movement carries the least suggestion that might possibly leave a false impression of the real ,you4 ,let us make a brief analysis now of words1 tones1 and acts--the three means of suggestive expression which are the natural equipment of every man for conveying his ideas to the minds of others4 ,you cannot employ the discriminative-restrictive method to develop your selling skill unless you know very definitely just what your different tools of expression are1 and the almost infinite variety of uses to which they can be put4 ,sidenote3 ,four ,rules ,about ,words ,for the reasons already explained1 words are of much less value than tones and movements in suggesting ideas the other man will admit to his mind unawares4 ,but the sales efficiency of words can be very much increased if they are chosen with intelligent discrimination1 and if the choice is restricted to words that have four qualifications4 ,first1 they should be common words4 ,second1 short words are more forceful than long words4 ,third1 words of definite meanings are preferable to mere generalizations4 ,fourth1 words that make vivid impressions are most effective in suggesting ideas4 ,sidenote3 ,common ,words ,when you employ words to sell true ideas of your best capability1 choose words that everybody understands4 ,do not air your knowledge in uncommon language4 ,unless you are seeking a position as a philologist in a college1 restrict yourself to every-day common speech when selling your personal qualifications4 ,an important element in the skillful sale of ideas is making them as easy as possible for the other man to comprehend4 ,if you use unfamiliar words1 it sometimes will be hard for him to understand what you mean4 ,the truly artistic salesman avoids introducing any unnecessary element of difficulty into the selling process4 ,so you should discriminate against all unusual expressions and restrict yourself to the common words that are easy for any man to comprehend4 ,sidenote3 ,short ,words ,a long word or phrase may convey your idea clearly1 but force is lost in the drawn-out process4 ,remember that your words will meet the intuitive resistance of the other man's mind before they are admitted to his full belief4 ,you cannot afford to sacrifice the driving-in power of the short word4 ,therefore1 when your opinion is asked1 it will be better salesmanship to say1 ,i think so and so than ,it is my impression-- ,sidenote3 ,definite ,words ,the definite word conveys a particular meaning to the mind of the other man1 not merely a vague or general idea4 ,never say1 when you apply for a position1 ,i can do anything4 ,that tells the prospective employer simply nothing about your ability4 ,particularize4 ,sidenote3 ,vivid ,words ,it is of the utmost importance to make vivid impressions with your speech4 ,you should employ words skillfully to produce in the mind of the other man distinct and lifelike mental images4 ,he may not credit the words themselves1 taken literally and alone4 ,but he will believe in the pictures the words paint in his mind2 because he will think he himself is the mental artist4 ,he will not be suspicious of his own work4 ,if you apply for a situation in a bank1 and the cashier seeks to learn whether or not you are safely conservative in your views1 you can suggest in vivid words that you have the qualification he requires4 ,you will make the desired impression if you say to him1 ,i always carry an umbrella when it looks like rain4 ,sidenote3 ,tone ,meanings ,our analysis of the three means of self-expression turns now to tones4 ,rightly selected words are tremendously augmented in selling power when they are rightly spoken4 ,most men employ but a small part of their complete tonal equipment1 and are ignorant of the full sales value of the portion they use4 ,the master salesman1 however1 practices the gamut of his natural tones1 and utilizes each to produce particular effects4 ,thus he supplements his mere statements with suggestive shades of meaning4 ,the way he says a thing has more effect than the words themselves4 ,conversely tone faults may have a disastrous effect on one's chances to succeed4 ,for illustration1 ideas of mind1 of feeling1 and of power can be correctly expressed by the discriminative use of particular pitches of tone4 ,but a wrong pitch1 though the words employed might be identical1 would convey a directly opposite and false impression4 ,sidenote3 ,mental ,pitch ,suppose you are appealing only to the mind of your prospective employer--as when you quote figures to him--you should restrict your tone temporarily to the mental pitch4 ,you are just conveying facts now4 ,therefore the matter-of-fact tone best suits the ideas expressed4 ,since it fits what you are saying1 the way you speak impresses the other man with the suggestion that your tone and words are consistent4 ,therefore his mind has no inclination to resist the mental pitch on this occasion4 ,he admits your figures to his conscious belief more readily than he would credit them if spoken in an emotive or power tone4 ,such tone pitches would strike him as out of place in a mere statement of fact4 ,sidenote3 ,tone ,faults ,if your prospective employer asks how old you are1 and how many years of experience you have had1 and you reply in a tone vibrant with emotion or in a deep tone of sternness1 the wrong pitch certainly will make a bad impression on him4 ,by employing an inconsistent pitch when stating facts1 you might queer your chances for the position you most desire4 ,the tone fault in your salesmanship would lie about your real character4 ,the man addressed would think you were foolish to use such a pitch in merely imparting a bit of information to his mind4 ,he would expect you to employ for that purpose simply a head tone1 not a chest tone nor an abdominal tone4 ,the head tone1 when used to convey matters of fact1 aids in convincing the mind of the other man because it is the pitch that fits bare facts--the tone of pure mentality4 ,sidenote3 ,when ,mental ,tone ,should ,be ,used ,this mental1 or head tone1 is most effective in gaining attention1 in conveying information1 in arousing the perceptive faculties of another mind4 ,restrict its use to these purposes only4 ,the mental tone is not pleasing to the ear4 ,it is pitched high4 ,it suggests arguments and disputes4 ,it is the provocative tone of quarrels4 ,so it should be employed most carefully1 with every precaution against giving offense by its insistence4 ,avoid its use for long at a time4 ,its very monotony is apt to irritate4 ,the high pitch suggests a mental challenge to the mind of the other man1 and hence arouses his mental tendency to opposition4 ,the unskillful over-use of head tones may ruin a salesman's best opportunity to gain a coveted object4 ,there are times1 however1 when it is necessary that you should insist--briefly4 ,if you do so artistically1 and do not persist in the high1 mental1 rasping tone2 but change to the lower1 emotive1 chest tone very soon after your insistence on the other man's attention1 you will not hurt your chances4 ,it is the continued use of the head tone that is to be avoided4 ,sidenote3 ,emotive ,pitch ,the emotive 7chest or heart7 pitch dissipates opposition as naturally as the mind tone provokes a quarrel4 ,even a hot argument can be ended without any lasting ill-feeling if the disputants conclude with hearty expressions of good will for one another4 ,the same words spoken in head tones would increase the antagonism by suggesting sarcasm or insincerity4 ,the resonant chest tone suggests that it comes from the speaker's heart4 ,the hearer's heart makes his mind believe the heart message conveyed by the emotional pitch of the other man's voice4 ,therefore if you want your ideas to penetrate a man's heart1 don't aim your tone high at his head4 ,lower it to the pitch of true friendliness1 of comradeship1 of human brotherhood4 ,aim at his breast with your breast tone4 ,do not fawn or plead1 however1 when selling ideas of yourself4 ,you can persuade best by suggesting that you have brought all your manhood to render the other man a real service4 ,this suggestion will induce a feeling of respect for you1 which will certainly be followed by willingness of the prospect to let you show him you are able to deliver the goods4 ,sidenote3 ,danger of ,over-using ,head ,tone ,some people suggest by the over-use of head tones that they depend altogether on what they know to achieve success4 ,they make the impression that they expect their high degree of mentality to open chances for them to succeed4 ,they know they know their business2 so when they secure opportunities to demonstrate their capabilities1 they emphasize too much what they know4 ,they are apt to use the mental tone continually4 ,perhaps the prospective employer needs a man of exactly such knowledge as is possessed by the candidate he is interviewing4 ,but if when presenting his qualifications the applicant rasps the ears of his hearer for a long time with high-pitched head tones1 the listener intuitively becomes prejudiced4 ,he is impressed with the suggestion that the speaker is a know-it-all fellow4 ,the employer is likely to turn down his application because of the unskilled tone pitch in which it is made4 ,sidenote3 ,sing-,song ,parrot ,talk ,when a man has talked glibly and fast about superior qualifications he knows he possesses1 it dazes him if his exceptional capabilities fail to win him the job for which he is particularly fitted4 ,he cannot comprehend why another applicant who plainly is not so well qualified should be chosen4 ,but his voice has suggested to the employer that everything he said was just parrot talk4 ,thousands of bright parrots remain failures all their lives for no other reason than their utter inability to get inside the hearts of other men4 ,the ordinary canvasser who trudges from house to house with his sing-song patter has grown into the bad habit of using head tones almost exclusively4 ,as a natural reflex of the unpleasant impression he makes with his voice1 it is a common experience to have a door slammed in his face4 ,sidenote3 ,getting ,around ,mental ,barrier ,the master salesman comprehends that the mentality of a prospect is a barrier to his emotional expression4 ,that is1 the mind is an alert sentinel on guard to protect the heart from its own impulses to unthinking action4 ,so the skillful salesman when making his approach goes around the mind side of the prospect to the emotional side1 where there is no hostile guard4 ,he knows that the hearts of all men are akin1 and that the hardest heart has soft spots4 ,he realizes it is bad salesmanship to challenge the sentinel mind of the prospect in a mental tone4 ,so the salesman artist makes his tone resonant with chest vibrations that stimulate the direct response of the other man's heart4 ,he works at first to draw out fellow feeling1 not to drive his ideas into the head of the prospect4 ,sidenote3 ,talking ,like a ,brother ,the mere presentation of thoughts1 or mental pictures of goods1 is not enough to induce a prospect to buy4 ,the master salesman comprehends that he has to deal with the dual personality of the individual he plans to sell4 ,therefore from the very beginning of his interview he works to open the mind of the other man by first establishing a unity of human feeling between his own heart and the heart of his prospect4 ,he uses the emotive tone4 ,he talks like a brother4 ,of course he is careful not to exaggerate this show of fellow feeling4 ,he uses a hearty tone without appearing in the least degree hypocritical4 ,when their hearts are in accord1 the other man is prepared to agree mentally with the salesman4 ,sidenote3 ,power ,pitch ,the third pitch of your voice as a salesman is the power tone4 ,it can be used skillfully to suggest that you have the force required to succeed4 ,it is the pitch that comes from deep down and that calls into play the powerful abdominal muscles4 ,it is not necessarily a loud tone1 however4 ,often it is low1 with a suggestion of immense reserve strength behind it4 ,with the power pitch you can command in a simple request which1 spoken in a higher tone1 might be refused because it would lack the suggestion of force4 ,in order to succeed1 you sometimes must employ power4 ,when a situation requires a demonstration of your strong personality1 augment the force of your words and acts by using the tone pitch that suggests the power of the big muscles of your waist4 ,sidenote3 ,when to ,use ,power ,tone ,employ the emotive tone to convey ideas of your truthfulness and honor4 ,show your courtesy and kindness with the heart pitch2 use it to manifest your real desire to be of service to your prospect4 ,but suggest your solidity and capacity for good judgment by employing the pitch of power4 ,with its aid you can convince your prospect of the enduring quality of your best characteristics2 you can deny disparagement or doubt of your ability2 you will be able to brush aside unfounded objections2 you can compel respect4 ,sidenote3 ,tone ,units ,the discriminative use of various units of tone is as helpful in making suggestive impressions as is the employment of character pitches4 ,the one-tone voice does not augment the force of words4 ,yes said with but one tonal unit is not nearly so powerful as ,y-es in two tones1 the second pitched low4 ,a two-tone ,y-es with the second unit high-pitched suggests the very opposite of plain ,yes4 ,it implies ,no1 or a question instead of an affirmation4 ,sometimes it is advisable to suggest ,no when the word itself if spoken bluntly would give offense4 ,you can convey the idea of skepticism or denial by using two tone units skillfully pitched in saying ,y-es4 ,while you ordinarily can double the effectiveness of your tone by using two units1 and you may treble the effect if you employ three 7as in the exclamation ,a-ha-a671 if you attempted to use more than three units of tone in any ordinary circumstances you would be likely to appear odd or fantastic1 if not foolish4 ,so be careful not to over-do the employment of multiple tone units to stress your meaning4 ,sidenote3 ,placing ,tones ,there is selling value1 too1 in the placing of tones in your mouth4 ,a tone placed far forward indicates lack of thought and instability4 ,it is the tone we associate with lip judgments4 ,on the contrary1 hidden thoughts1 unwillingness to tell all you know1 are suggested by tones placed far back in your mouth4 ,the middle-of-the-mouth tone makes the impression that the voice is properly balanced1 and suggests the associated idea of mind balance4 ,avoid the extremes in placing your tones1 if you would make certain of the most effective use of your voice in selling ideas4 ,convince and persuade by employing the secure1 trustworthy tone of the happy medium4 ,sidenote3 ,bad ,habits ,undoubtedly you have little bad habits that tell lies about you--habits in the use of words1 habits of tone1 and especially habits of action4 ,when you fully understand the significance of what you say1 and of how you say it1 and of the things you do--the effects produced on other men--you will start changing your bad characteristics into good factors that will certainly help you to succeed4 ,so study yourself most carefully1 in order to learn what your habits are1 and their meanings4 ,sidenote3 ,significance ,of ,movements ,ordinarily a man is conscious of his words and tones1 but he often does things unconsciously4 ,probably you realize only vaguely or not at all just what your various actions suggest to people who observe you4 ,therefore it is of the greatest importance that you study the significance of discriminated movements1 gestures1 and facial expressions as aids or hindrances to the making of true impressions of your best capabilities4 ,you should restrict yourself to acts that make the best impressions4 ,movements1 and their results1 may be analyzed under three heads3 ,poise1 ,pose1 and ,action4 ,sidenote3 ,poise ,it is a phenomenon of psychology that the balancing of the body suggests mental balance4 ,conversely1 if the body is out of balance1 there is the suggestion that the mind is no better poised4 ,that is1 if a man cannot keep his balance physically1 we have an intuition that he is mentally off his equilibrium4 ,correct poise of course involves correct body support1 and suggests a rightly supported mind4 ,hence you can make the impression1 merely by the way you stand and walk1 that you are a person of well-poised judgment4 ,you may hurt your chances very much if it seems necessary for you to prop your body with your legs4 ,the man who stands with his feet wide apart is out of balance1 and is easily tipped over4 ,the impression made by the incorrect poise is that such a man must be unable to stand by himself like normal men4 ,the law of the association of ideas then immediately suggests that his thoughts are similarly unable to stand unless propped4 ,incorrect poise of the body has another bad effect in the sale of ideas4 ,it makes the impression of abnormality4 ,being unusual1 it distracts attention from the salesman and his capabilities1 and turns it to his lack of balance4 ,you realize that in order to sell your ideas effectively you need the concentrated attention of your prospect4 ,it will help you to succeed in life if you perfect yourself in the skillful poising of your body and its members so that you will be able to appear perfectly balanced in any normal position4 ,if you teeter from side to side1 or rock back and forth on your heels when you are talking to a man whom you want to impress with your stability of character1 you will undermine everything you say by what you do4 ,of course you should not stand stiffly4 ,your leg posts are designed to serve as a flexible pedestal for your body4 ,your ability to shift your weight from one foot to the other easily without losing your balance suggests associated capability of your mind to keep your judgment in balance4 ,if you have a correctly poised mind1 it can balance your body4 ,sidenote3 ,pose ,the poses of your body1 too1 are suggestive of ideas about your mental make-up4 ,the quiet pose aids in making impressions of the qualities of solidity of purpose1 of calmness1 of confidence1 etc4 ,the active pose is suggestive of enthusiasm1 force1 hustling1 and the like4 ,your pose should be suited to the vocation you have chosen4 ,in a bank1 for instance1 the quiet pose of assured efficiency perfectly suits the atmosphere of safety and security4 ,in a factory1 on the other hand1 you are likely to make a better impression with a much more active pose that matches the energy and speed of manufacturing operations4 ,you should not1 however1 take any pose as a pretense4 ,whatever poses you employ to augment the things you say should be used as means for the better communication of truth1 not to falsify in any degree4 ,and you will need to be extremely careful lest you over-do a particular pose and suggest affectation4 ,doubtless you have characteristic poses4 ,analyze yourself4 ,determine what your habits of pose mean to other people4 ,then make such changes in your characteristic poses as will signify only the best traits you have4 ,sidenote3 ,action ,next we will make a brief study of actions from four viewpoints4 ,first1 the lines of action2 ,second1 the directions of action2 ,third1 the planes of action2 ,fourth1 the tension or the laxity of action4 ,sidenote3 ,lines of ,action ,all movements are in straight1 single curved1 or multiple curved lines of action4 ,each of these classes of movements creates a particular impression when it is perceived--an impression very different from that produced by movements of either of the other classes4 ,it will help you greatly in your ambition to succeed if you understand the exact significance of your every action along the various lines1 and if you employ intelligently the right movements to suggest the particular ideas you wish to convey4 ,the straight gesture always indicates an appeal to mentality4 ,use it to aim ideas at the other man's mind4 ,the single curve1 or wave movement1 invariably denotes feeling4 ,employ it to reach into the breast of the other man and influence his heart4 ,the gesture of double curves signifies power4 ,it should be employed to dominate both the mind and actions of the prospect--to make him think and do the things you will4 ,sidenote3 ,directions ,of ,actions ,the different directions of actions also suggest various ideas4 ,your selling purpose is to get ideas over from your mind to the mind of the other man4 ,it is especially important that the direction of your gestures should conform to your sales intention4 ,every movement you make to aid your purpose should suggest your mental action toward the prospect1 or away from yourself4 ,it should signify that you are taking something out of your mind and offering it to his4 ,of course you don't break into his head with your idea and force him to receive it4 ,you just bring it to the front porch of his mind4 ,then1 if you have been skillful in your salesmanship1 he will open the door of interest after you ring the bell of attention1 and will permit your idea to enter his thoughts4 ,but he is unlikely to admit it unless by some indication from you to him he knows what is expected of him4 ,if you gesture toward yourself when expressing your thoughts1 you do not suggest to the other man that he take in your ideas4 ,instead you concentrate his attention on your selfishness and your individual opinion4 ,the characteristic gestures of the typical old peddler are displeasing because they are made in the wrong direction4 ,he holds his arms close to his body and gesticulates toward himself4 ,he makes the impression that he does not have your interest at heart in the least1 but only his own4 ,sidenote3 ,affirmation ,and ,denial ,an up-and-down movement suggests something standing4 ,it has the associated significance of vitality or life4 ,conversely1 a side-to-side gesture suggests similarity to things lying down1 lack of vitality1 or the death of ideas4 ,by holding yourself erect you make a very different impression of your energy than would be made were you to lean to one side4 ,you can affirm a statement by an up-and-down movement of your hand or by a nod of your head4 ,you deny suggestively with a horizontal gesture or by shaking your head from side to side4 ,sidenote3 ,levels of ,action ,the significance of action on different planes or levels is seldom appreciated4 ,the level of eye action is of especial importance in suggesting particular ideas4 ,when you look another person in the eye1 you convey to him the idea of direct mental energy4 ,you suggest the straight action of your mind in team-work with his4 ,your eye action on the same level indicates to him that you are thinking on the practical plane4 ,sidenote3 ,lifting ,prospect's ,thoughts ,but if your eyes repeatedly focus above the level of the other man's eyes1 you make the impression that you are an idealist rather than a practical person4 ,what you say will not seem to him to apply directly to his case4 ,he will not feel the personal1 or man-to-man contact of your thoughts4 ,sometimes1 however1 it is important to lift your eyes when talking to a prospect1 in order to suggest that he lift his thoughts from the level of mere selfishness4 ,by your suggestive eye action on the upper plane you may stimulate in him a higher vision of possibilities or an insight into the future1 if he seems inclined to take a strictly practical view of his present needs only4 ,when you look below the eye level of the other man1 you indicate 7#a7 modesty1 if the movement is directly down2 7#b7 shame1 if the movement is a little to one side and downward2 7#c7 disgust1 if your eyes look far down and far to the side4 ,sidenote3 ,tensity and ,laxness ,the tensity or laxness of your muscles when you are in the presence of a prospect will suggest to him very diverse ideas4 ,both tensity and laxity of muscles can be used to good effect in selling4 ,your muscles should appear somewhat tense when you are presenting ideas1 in order to make the impression that your mind is fully active4 ,conversely1 by normal relaxation of your muscles when you are listening1 you suggest the receptivity of your mind and your entire readiness to take in ideas from outside4 ,when you show your muscles are relaxed1 you also indicate that you are perfectly at ease and unafraid of objections or criticism4 ,if you were to sit tense under criticism1 you would suggest that you felt the necessity of fighting back4 ,but you disarm disparagement of your capabilities when you appear entirely at ease while you listen4 ,sidenote3 ,introduction ,to ,study of ,sales ,art ,the brief outline in this chapter of fundamental principles of selling skill1 and of the methods by which ideas may be conveyed through artistic suggestion1 is just an introduction to your study and comprehension of the successive steps of salesmanship practice which are to be analyzed in the remaining chapters of this book4 ,the limitations of our present space have made it impossible to do more than summarize here the chief factors of art in selling ideas4 ,you will need to master the remainder of the book in order to amplify and to apply most effectively in practice the general principles and methods that have been outlined4 ,surely you now are convinced that skill in selling is not a vague mystery1 not a natural gift1 not something impossible for you to attain4 ,every element of sales art can be analyzed in detail4 ,you are learning exactly how to sell the true ideas of your best capability4 ,practice of what you learn will perfect your salesmanship4 ,sidenote3 ,success ,certain ,there is absolutely no doubt that you can master the right principles and methods4 ,by continual practice you surely can become skillful in their daily use4 ,when you make yourself adept in the art1 you certainly will be able to sell your particular qualifications successfully4 ,,chapter ,,iv ,preparing to ,make ,your ,success ,certain ,sidenote3 ,be ,ready ,when ,your ,chance ,comes ,thousands of men have failed in life because they were not ready when their best chances for success came4 ,some of these golden opportunities slipped away unrecognized4 ,others1 though perceived1 could not be grasped4 ,the men to whom they were presented had not prepared to hold and use such chances whenever they might arrive4 ,if you would make your success a certainty1 you must get all ready for it in advance4 ,then you will not be taken unawares when you find your big chance4 ,if you are thoroughly prepared1 you will sight it quickly1 realize its full value1 and seize it with complete confidence in your ability to make the most of it4 ,before you seek it1 be sure of your entire readiness for the opportunity you especially want4 ,you can much better afford to wait a little while for certain success than to rush1 unready1 into the field of your choice1 risking the likelihood of failure that could be guarded against by intelligent preparation to succeed4 ,sidenote3 ,do ,not ,start ,unprepared ,a young man was offered a position of fine opportunity with a great banking house4 ,his ambition was to build his career in that particular organization4 ,but when the duties of the proffered situation were explained to him1 he declined to undertake them at once2 though he risked the chance that he might not get another such opportunity for employment by the financial institution of his choice4 ,i am sorry1 he said to the cashier1 but ,i do not know enough about accounting to fill that job now4 ,it will take six months of hard work evenings to train myself to fit your needs4 ,please give me other employment in the bank meanwhile1 so ,i'll be able to study the job at close range while getting ready for it4 ,this was excellent salesmanship4 ,the candidate suggested in his words1 tones1 and actions that he recognized a real opportunity1 that he comprehended all it involved1 that he was willing to prepare himself adequately1 and that he felt certain of his ability to fill the place after completing the necessary preparation4 ,the bank1 however1 was in immediate need of his services in the position offered to him4 ,so the cashier1 who had been very well impressed by the young man's attitude1 told him to take the place1 and offered to supply him with an accountant aide for six months4 ,sidenote3 ,keeping the ,opportunity ,open ,i would rather not1 the applicant persisted in declining4 ,i mean to keep on climbing toward the top in this bank1 once ,i get started2 and ,i don't want to begin as a cripple4 ,i couldn't give thorough satisfaction now1 even with an assistant on the accounting4 ,it is not good business for me to start by making a poor impression4 ,i'd prefer that you do not think of me as a man for whom excuses need to be made4 ,i wish to commence my work in that job1 when ,i am ready1 with your complete confidence that ,i can handle it--not as a weak sister4 ,he smiled winningly4 ,the failure of so skillful a salesman of ideas was simply impossible4 ,there is no getting away from such a high quality of salesmanship4 ,the cashier bought the present and prospective services of the young man who had demonstrated at the outset his comprehension of the first importance of preparation4 ,the opportunity was kept open six months for the applicant in training1 while he fitted himself for his future job4 ,this successful salesman of true ideas of his best capabilities is now a vice-president of the great financial institution4 ,but1 you say1 suppose the cashier had been unable to wait1 would not the young man's over-emphasis of his attitude on preparation have prevented him from succeeding in his ambition8 ,no6 ,a single turn-down cannot cause the failure of a successful salesman4 ,if that cashier had not appreciated the worth of the candidate1 an officer of some other bank certainly would have had a clearer vision of his value4 ,the applicant might have been balked temporarily in his ambition4 ,the best salesman occasionally has to try and try again4 ,but a successful career for that young man was assured in advance4 ,from the very start he was certain to get there4 ,on the other hand1 if he had risked making a disappointing impression in his new job1 he might have taken the first step toward failure4 ,suppose he had begun the work for which he was unprepared1 and then had made serious mistakes due to his unfitness4 ,his record would have been blemished4 ,his ability might have been questioned4 ,he prevented such possibilities by making sure his preparation was adequate before he accepted his big chance4 ,sidenote3 ,preparation ,should ,be ,two-fold ,your preparation for certain success must be two-fold4 ,you need to prepare yourself in ability first to perceive2 then to appreciate the full value of what you see4 ,golden opportunities are all about you4 ,if you do not recognize them1 or if you perceive but slight value in the signs of rich chances to succeed1 you will fail because of your unreadiness4 ,many a farmer in ,oklahoma cursed his bad luck after he sold a farm on which a gusher was later discovered4 ,but the oil had been there all the time4 ,the luckless farmer simply did not perceive the indications of wealth under his plodding feet2 or1 if he saw signs of oil1 he did not realize that they denoted the possibility of millions4 ,sidenote3 ,developing ,perception ,perception can be broadened almost immeasurably4 ,the physical eye1 if normal and thoroughly trained1 is fitted to be all seeing4 ,so can your mind be made capable of widest vision over all the fields of possible opportunity4 ,some are within your present mental view1 others you can see only after going farther or climbing higher in knowledge4 ,the biggest possibilities of success cannot be comprehended in their entirety by narrowed mental sight4 ,the first essential of preparation to succeed is that you open your eyes fully1 and look all around you for the opportunities within range of your vision4 ,there are so many close at hand that your search would better begin right where you are4 ,even if eventually you seek far for the best chance to succeed1 do so with thorough knowledge of what is near by4 ,before you leave your present environment1 have an intelligent conviction that you are capable of a bigger or different success than is to be found within your immediate reach4 ,also see and comprehend the especial difficulties you will find close at hand4 ,it does not always pay to remain in the old home town4 ,often a young man needs to go to a community of strangers to gain appreciation of his ability4 ,it is likely to be hard for him to win success among people who knew him as a boy and who still regard him as immature4 ,he may find it much easier to succeed in a neighboring town4 ,it is possible to make the greatest success turn aside from beaten paths1 leave the accustomed haunts of the successful1 and go to a place where no such success ever before has been established4 ,the ,mayo brothers compelled their success as world renowned surgeons to come to them at the little city of ,rochester1 ,minnesota4 ,elbert ,hubbard brought fame to ,east ,aurora1 ,new ,york1 by founding there his school of philosophy and the ,roycrofters4 ,sidenote3 ,over-specialized ,preparation ,almost as common as the mistake of first looking far afield for success opportunities1 is the error of over-particularizing one's original preparation4 ,if you think now that you want to be a lawyer1 you should prepare yourself especially by studying law1 of course4 ,but you should not exclude preparation for other vocations4 ,judge ,gary was thoroughly prepared for legal practice4 ,doubtless when he began his studies of law he expected to continue in his chosen profession4 ,but he did not neglect to prepare himself in general business capability4 ,so when his biggest chance came1 he was ready to step out of his law practice and into a manufacturing industry4 ,there he fitted himself for the position of chief executive in the immense ,united ,states ,steel ,corporation4 ,the ability of a master salesman is not limited to getting orders for just one line of goods1 or to selling only to certain buyers4 ,he has all-around sales knowledge and skill4 ,though he naturally sells to better advantage in some fields than in others1 he can attain a high degree of efficiency in selling anything meritorious1 because of his broad and diversified preparation4 ,sidenote3 ,varied and ,adaptable ,preparation ,your preparation for all the possibilities of success you may be able to reach hereafter should be similarly varied and adaptable2 though you will be wise to specialize1 in addition1 by making more detailed preparation for the vocation of your choice4 ,at twenty the average man cannot know for what he is best fitted4 ,he may not be sure even at thirty4 ,the start toward eventual success has often been delayed until middle life4 ,to cite my own case1 ,i prepared myself especially for the career of a certified public accountant1 but found my greatest success in the profession of selling4 ,i was able to grasp my biggest opportunity in the sales field because1 though ,i had been devoting my time and energies chiefly to accountancy1 ,i had studied and practiced salesmanship for years in order to market my own services most effectively4 ,while preparing yourself for success1 keep your mental eyes wide open4 ,perceive any and all chances about you1 however much you specialize in your preparation for a selected career4 ,sidenote3 ,preparation ,in ,salesmanship ,comprehend that preparation in salesmanship is necessary1 whatever vocation you choose4 ,mastery of the selling process is absolutely essential if you would assure your success in any field of ambition4 ,not only must you perceive opportunities to succeed1 but you also must know how to sell yourself into the chances you see4 ,no matter how much particularized knowledge you may acquire in preparation for a selected career1 your success will not be assured until you are able to sell your capabilities to the best advantage4 ,you can neither perceive all your possible selling opportunities1 nor make the most of them when seen1 unless you learn the selling process and develop skill in the actual sale of the best that is in you4 ,broad1 varied knowledge is required as the foundation for certain success4 ,it cannot be built on a narrow or limited base4 ,evidently1 however1 exactly the same amount of knowledge possessed by two men would not make them equally successful4 ,as already has been emphasized1 success is not assured by the mere possession of knowledge1 but by the effective ways in which elements of knowledge are fitted to opportunities4 ,sidenote3 ,abstract ,and ,applied ,knowledge ,your abstract knowledge may be valueless4 ,in order to succeed certainly you must connect the things you have learned with particular people in particular fields of activity4 ,when you have developed the power of relating your individual ability to every imaginable use1 your mental eyes will be opened to many opportunities for success that you otherwise might never perceive4 ,such an association of what you know and can do with the various ways your capabilities might be utilized will tremendously augment your self-confidence4 ,when you realize in how many ways it is possible to use your especial talents1 you will not be likely to doubt your own worth4 ,you will offer your qualifications for sale with complete faith in their value to prospective buyers4 ,sidenote3 ,insurance ,against ,undervaluation ,thorough preparation in comprehension of values is the salesman's best protection against a personal inclination1 or an outside temptation1 to cut prices4 ,if your preparation for your chosen career has been limited to gaining knowledge1 and you have not studied its true worth to every imaginable prospective buyer1 you will be apt often to offer your services for far less than their full value4 ,conversely sometimes you will be likely to think your services are worth more than they really are4 ,you may fail to close sales because your price is too high4 ,a pre-requisite of good salesmanship is the right price4 ,if your preparation for selling your services has been thorough1 you will realize the exact worth of your knowledge and skill4 ,you will neither suggest inferior value by quoting a cut price on your capabilities1 nor demand so much as to indicate the characteristics of displeasing egotism or greed4 ,if you know what you are truly worth1 you will make the right price on your real value4 ,then your self-confidence in your worth will lend you power to convince the other man that your services would be a good buy for him4 ,sidenote3 ,seeing ,into ,opportunities ,if you can imagine all the various uses to which your ability might be put1 you will appreciate the full value of every opportunity you perceive4 ,not only will you see the chances for success that are all about you1 but you will see into them4 ,when your mind catches sight of success chances1 they will look familiar to you because of their similarity to opportunities you previously had thought about and connected with your own qualifications4 ,if you are prepared to perceive and to appreciate fully each indication of a success opportunity that comes within the range of your mental vision1 you will promptly begin working a chance for all it is worth1 as if it were a newly discovered gold mine4 ,sidenote3 ,service ,purpose ,in ,preparation ,possibly what you have read has unduly impressed you with the idea that the salesman's motive in his preparation is selfish4 ,so perhaps it is well to pause here for the reminder that your primary salesmanship purpose should be true service4 ,you are preparing yourself thoroughly in knowledge of your full sales value1 as a measure of success insurance and self-protection4 ,it is not true sales service to give a buyer value greatly in excess of the price quoted4 ,it is right for you to make sure in advance about your full worth4 ,however1 the obligation to render service is the principal element of right salesmanship1 and should come before the objective of a good price4 ,prepare then primarily to serve your prospect4 ,demonstrate your true service purpose1 and he will give secondary consideration to the cost of engaging your qualifications for his business4 ,sidenote3 ,pleasing ,character ,you can serve best if you please in rendering service4 ,therefore prepare your self1 your knowledge1 and all your methods so that from the moment you make your first impression on a prospective employer1 you will please him4 ,do not prepare for the interview with the purpose of pleasing yourself4 ,what you like may be distasteful to the man you want to impress4 ,since you cannot tell in advance when or where you may encounter a prospective buyer of your services1 you will not be safeguarding every possible chance to succeed unless you wear your company manners all the time4 ,you always should dress carefully1 act with painstaking courtesy1 and conduct yourself as if you might meet a rich relation at any moment4 ,you certainly can expect more wealth from making yourself solid with ,opportunity than you ever are likely to be willed by a millionaire uncle4 ,it will pay you much better to please ,opportunity in general than to ingratiate yourself with any person in particular4 ,sidenote3 ,please ,everybody ,everywhere ,always ,company manners that are just put on temporarily may be left off on the very occasion when you would want to appear at your best if you only knew that ,the ,golden ,chance was to be met4 ,therefore prepare to be characteristically pleasing to everybody1 everywhere1 and all the time4 ,then1 no matter where or when or in what guise you come upon ,opportunity1 you will be sure to please with your genuineness4 ,innumerable great successes have begun with the making of a pleasing impression on some one whose presence and notice were unknown4 ,you realize that your success is practically impossible if you displease4 ,preparation to please is of first importance in getting ready to succeed4 ,your success in the field of your especial ambition will be assured if you win your first chance there by making an initial pleasing impression and then keep right on pleasing4 ,cultivate grace in your movements--for grace is pleasing to everyone4 ,carry your body naturally1 especially your head2 with such a bearing that total strangers will feel pleasure when they look at you4 ,be a person who pleases at sight4 ,it is not difficult4 ,no matter what sort of face you have1 if it expresses habitually your pleasure in living1 it will look pleasant4 ,a look of pleasure is pleasing to others4 ,you like to see some one else enjoying himself thoroughly4 ,everybody feels the same way4 ,our own faces brighten when we come upon radiant happiness anywhere4 ,sidenote3 ,details ,that ,please ,please others with your smile4 ,it should not be just an affected smirk1 but a smile of genuine friendliness for all the world4 ,please by wearing inconspicuous clothes that are faultless in taste1 fit1 and cleanliness2 and of a quality suited to your vocation4 ,show also that you take good care of what you wear1 for that makes a pleasing impression4 ,you can please in your dress without arraying yourself in expensive clothes4 ,indeed1 an over-dressed man is more displeasing to ,opportunity than is one poorly dressed4 ,there can be no excuse for foppishness1 but a shabby neat appearance may be due to a good reason4 ,please with the suggestion in your manner that you are getting along well4 ,do not pretend false prosperity1 of course2 but indicate that you feel successful4 ,any one finds it unpleasant to be in the company of a failure4 ,if you would succeed hereafter1 avoid making the impression that you have not already succeeded4 ,success breeds success4 ,sidenote3 ,courtesy ,and ,politeness ,be courteous invariably4 ,learn and observe the rules of politeness4 ,please by acting the gentleman always4 ,practice courtesy and politeness in your own home to perfect yourself in these pleasing characteristics4 ,then you will show them everywhere4 ,remember that the rest of the world is made up of somebody else's folks4 ,courtesy and politeness are not natural attributes4 ,in order to make yourself a master salesman you need to develop them to an unusually high degree4 ,you may intend to be courteous and polite always1 but only the development of the fixed habit will fully support your intention4 ,you cannot be polite1 however courteous you mean to be1 unless you take pains to prepare yourself with knowledge of the usages of polite people4 ,in order to be polite1 it is necessary that you do not only the courteous thing1 but the correct thing4 ,your courtesy might displease if it were unsuited to the circumstances4 ,it would not be polite1 for example1 to invite an orthodox ,jew to dinner and then to serve him with a pork tenderloin4 ,your intention to be a courteous host would not lessen your offense against good manners4 ,your guest would be incensed by your impoliteness1 not pleased by your courteous intention4 ,sidenote3 ,virility ,pleases ,no quality you have is more generally pleasing than virility--your man stuff4 ,therefore on all occasions show yourself every inch a man4 ,moreover1 act like a he-man4 ,never appear sissyfied in even the slightest degree4 ,swing your legs from the hips when you walk2 don't mince along4 ,the stride of a he-man is strong and free4 ,if yours lacks the qualities of virility1 change your habit of walking4 ,when you make gestures1 move your whole arm4 ,a wrist movement suggests effeminacy4 ,it is important1 too1 that you train your voice to ring with manliness4 ,even a squeaky1 weak tone can be made to suggest man stuff if the words are spoken crisply1 and the sentences are cleanly cut4 ,do things with the ease that indicates a man's strength1 not with evident effort4 ,perhaps you have not realized that by cultivating grace in your movements you can make impressions of your man power4 ,grace means the least possible expenditure of energy in efficient action4 ,a man can accomplish things with ease and grace that a child or a woman would make hard work of and do awkwardly4 ,sidenote3 ,pleasing ,tones ,a pleasing tone helps to assure one's success4 ,you may think your voice is a heavy handicap4 ,perhaps it is high pitched and squeaky2 or1 on the other hand1 a growly bass suggestive of ill-nature4 ,again it may be faltering or hoarse4 ,such faults are not serious to a master salesman4 ,if your vocal equipment is physically normal1 your voice can be made pleasing4 ,in order to make your tones agreeable1 learn to vibrate them naturally through your nose4 ,a mouth tone is displeasing4 ,the so-called nasal twang that sounds so unpleasant is a mouth tone prevented from free vibration through the nose4 ,humming1 as you know1 both indicates pleasure and is a pleasant sound4 ,it is produced with the mouth closed1 by a vibration of the bone structure of the face and of the nasal cavities4 ,certainly1 even if you have a disagreeable voice1 you can make your tones hum1 and thereby render them more pleasing4 ,adenoids that could be removed--even failure to keep the nose clean--may prevent a man from succeeding4 ,whatever hinders the free vibration of tones makes displeasing impressions of the speaker4 ,when a man has a bad cold in his head that blocks the nasal passages1 his voice rasps the ears of a hearer4 ,sidenote3 ,avoid ,giving ,displeasure ,not only please by doing things that give pleasure2 also avoid doing displeasing things4 ,for example1 when you say or suggest anything to another person you want to influence1 remember to be a salesman of your ideas4 ,do not make the impression that you are teaching4 ,no adult human being really enjoys being taught4 ,any grown person likes to be treated as an equal1 and to have new thoughts conveyed to him without that suggestion of superior intelligence which is characteristic of many teachers when dealing with pupils4 ,perhaps you have heard ,burton ,holmes lecture4 ,his enunciation is a delight in its perfection1 but he talks according to the dictionary so naturally that his correctness does not sound a bit affected4 ,you feel at home with him4 ,his diction is attractive to you4 ,another speaker practicing the same exactness of pronunciation1 but less artistic in selling his ideas with words1 might displease you by his scholarly accents4 ,sidenote3 ,tact ,sometimes it is tactful to speak incorrectly1 as a courtesy to the other man4 ,if in the course of your interview with a prospective employer he should mispronounce a word1 you would be undiplomatic to emphasize the correct pronunciation in speaking that word yourself4 ,it is not dishonest1 but truly polite to reply ,my ad'dress is--instead of pronouncing the word correctly4 ,do not suggest by over-emphasis of right speech that you wish to pose as one who is conscious of his superiority1 however well you may realize that you are on a higher plane of intellectuality4 ,we all like a genuinely great man who does not hold himself aloof4 ,sidenote3 ,prepare ,for ,all ,kinds ,of ,men ,prepare to meet not only strong men1 but weak men2 cautious men2 very proud men2 greedy men4 ,be ready for reckless men1 humble men1 men who live to serve others4 ,be aware in advance of the differences in their buying motives4 ,they will not all have the same reasons for giving or for refusing you a chance4 ,hence be prepared to adapt your salesmanship to the characteristics of the various kinds of men you are likely to meet4 ,though you never should pander to an unworthy motive1 study different types of character and learn how to fit your ability to the peculiar or distinctive traits of possible buyers of such services as you have for sale4 ,perhaps an easy-going employer will appreciate your pep as much as would a hustler1 but he won't like it if you seem to prod him with your energy4 ,on the other hand1 the employer who is a hustler himself might be keenly pleased should you keep him on the jump to stay even with you4 ,sidenote3 ,success ,insurance ,be thorough in preparing to sell your capabilities2 so that your success may be insured4 ,you ride on a first-class railroad with confidence1 feeling that every precaution for your safety has been taken4 ,you are at ease when you begin your trip2 for you know that track1 train1 and men in charge all are dependable4 ,because of the complete readiness of the railroad for your journey1 you count on arriving safely at your destination4 ,you have no fears that you may be wrecked en route4 ,similarly you should make the most thorough preparation before starting out as a salesman of the best that is in you4 ,you have to grade your own roadbed1 and must yourself lay the rails over which your ideas in trains of thought will be carried to the minds of other men4 ,you are fireman1 engineer1 brakeman1 and conductor of this ,twentieth ,century ,limited4 ,your destiny as a salesman of yourself is in the hands of no one else4 ,before you travel any farther1 take all practicable measures to assure your safe arrival1 without delay1 at the station of ,success4 ,sidenote3 ,start ,confidently ,when you are thoroughly prepared to sell true ideas of your best capabilities1 you should start with confidence that you will reach the end of the line safely and on time4 ,don't attempt to get there before making adequate preparation for success4 ,remember that a railroad does not commence operating through trains until the track is finished4 ,if you are prepared now for the actual start in salesmanship--if you are packed up and ready to leave for your field of opportunity--,,all ,,aboard6 ,,chapter ,v ,your ,prospects ,sidenote3 ,meaning of ,prospects ,if you were to be asked1 ,what are your prospects for success8 you probably would answer by stating the things you expect or hope may happen4 ,we commonly say that a certain man isn't rich1 but he has prospects2 because he has a wealthy aunt who is very fond of him1 or he is employed by a business that is growing fast1 or he owns property which seems sure to increase in value1 or some other good fortune is likely to befall him4 ,the literal meaning of prospect is looking forward4 ,so most of us have come to think of our prospects as just possible occurrences in the future1 to the happening of which we may look ahead with considerable hopefulness4 ,prospects1 in salesmanship has a very different meaning4 ,the master salesman does not regard himself as merely a prospectee1 but as a prospector4 ,he thinks of prospecting as the gold miner uses the word to describe his activities when he searches for valuable mineral deposits4 ,prospects do not just happen in the selling process of achieving success4 ,they do not result from circumstances merely1 but must be accumulated by the activity of the salesman4 ,sidenote3 ,making ,good ,luck ,your ,prospects1 as the subject of this chapter1 does not mean your fondest hopes1 or confident expectations4 ,we are studying the ways to assure your success4 ,if your prospects depended on mere happenings1 they would be highly uncertain2 because what you hope and expect may occur1 may never take place in fact4 ,the master salesman does not depend on such prospects4 ,he makes his own luck to a very large extent by skillful prospecting2 as the trained prospector for gold tremendously increases his chances of discovering a rich lode by thoroughly and intelligently investigating a mining region4 ,we are to consider now the prospects you are capable of controlling1 the opportunities you can bring within reach by your own exploration of possible fields of success4 ,we will study particular things you can do1 and exactly how to do them1 to increase the number and quality of your chances to succeed4 ,a trained prospector for gold has more chances to strike it rich than a greenhorn because he knows the indications of valuable minerals1 and is skilled in the use of that knowledge4 ,so your opportunities for success will certainly be increased if you know how to search for1 to discern1 and to make the right use of your prospects4 ,sidenote3 ,prospecting ,not ,gambling ,do not think1 because we have compared prospecting in mining and in selling1 that the success of the salesman prospector1 your success1 must be largely a gamble anyway1 as is the case with the explorer for gold4 ,however experienced and skillful in prospecting the miner may be1 he is very uncertain of discovering a bonanza4 ,he cannot be absolutely sure there is gold in the region he explores1 in paying quantities and practicable for mining4 ,though he has every reason to feel confident of the richness of a particular field1 he may nevertheless be so unfortunate as not to discover the gold lode or profitable placer deposit4 ,he is helpless to control the existence of the indications of success4 ,they are predetermined by nature4 ,by no effort of his own is he able to increase or decrease the fixed quantity and quality of the golden chances about him4 ,he can only increase his likelihood of discovering gold4 ,even the most intelligent1 skillful prospecting will not make a miner's success certain4 ,you1 the salesman prospector for opportunities to succeed1 are not so limited4 ,there are particular things you can do1 and particular ways of doing them1 that will assure your finding chances to make sales of the best that is in you4 ,if you learn the scientific principles of prospecting for opportunities1 if you make yourself highly skillful in looking for and digging into the success chances that surround you always1 there will be nothing uncertain about your prospects to succeed4 ,you will know surely that you have prospects1 just what and where they are1 and their full worth to you4 ,of course1 prospecting is only part of the selling process2 so your knowledge and skill as a prospector will not suffice to guarantee your complete success4 ,however1 at this preliminary stage you can be certain that your search for rich chances to succeed will not be a barren quest4 ,the present chapter will help you to make sure of gaining for yourself such opportunities as lead to complete success in the field of your choice4 ,we will observe and understand how the skillful salesman prospects for the purpose of increasing his sales efficiency4 ,we will study the principles and methods of prospecting he uses successfully2 for his practices1 applied to your job of selling yourself1 will certainly improve your chances to succeed4 ,we will see also how your very best prospects can be created by masterly salesmanship4 ,sidenote3 ,hard ,work ,necessary ,at the outset comprehend that no other step in the selling process involves so much hard work as you will need to do in order to find all your possible chances of success and to make the most of them4 ,it is necessary that you look intelligently1 most earnestly1 and constantly4 ,you must expect to spend a great deal of time and energy in your quest for prospects4 ,so it is essential to your success as a prospector that the investigation of your field of opportunity be carefully planned in order to make the most effective use of the time you spend prospecting4 ,it is vitally important1 too1 that you develop sufficient physical stamina to do a tremendous amount of hard work4 ,the gold miner has little chance to discover the bonanza he seeks if he searches only a few days or weeks1 or if he lacks the strength and endurance required for making a thorough exploration of the mineral region4 ,similarly it may take a master salesman months of unremitting toil to prospect a sale that he then is able to close in an hour or two4 ,sidenote3 ,the ,food of ,salesmanship ,prospecting supplies the food of salesmanship4 ,the salesman thrives if his prospecting is sufficient and good4 ,he grows thin and weak to the point of failure if it is bad1 or inadequate in quantity4 ,every salesman should realize that prospecting furnishes the nourishment for salesmanship1 but some so-called salesmen do practically nothing to ensure themselves an abundant food supply4 ,they merely absorb the tips that come their way4 ,like sponges they sop up the limited quantity of selling chances they happen to get4 ,that is not the way to feed one's ambition with opportunities4 ,comprehend that you must seek actively for your best prospects4 ,you should not stop searching until you find what you are looking for4 ,myriads of men have failed because they did not make an earnest1 hard effort to discover chances to succeed1 or because they did not persist in the exploration of their fields of opportunity4 ,you know that other men no more capable than you are succeeding all about you4 ,certainly1 then1 your chance exists4 ,seek it in your own thoughts and in the circumstances of your every-day living4 ,put a great deal of time and toil into your search4 ,you cannot afford to loaf on this preliminary job4 ,sidenote3 ,prospect ,continually ,act ,quickly ,every moment you are awake should be used in prospecting2 unless it is required for some other part of the process of assuring your success4 ,there is no keener pleasure than the eager1 continual search of a miner for gold and of a master salesman for possible big buyers4 ,it is necessary that you feel their thrilling zest for discovery2 that you develop their unflagging energy2 that you be fired by their ardor for the quest4 ,in order to be a highly successful prospector you will need especially a quality they have in common--pep4 ,how eagerly the miner prospector drinks in every bit of news he hears about a new strike6 ,how alertly the master salesman listens to casual gossip that holds a clue which may lead to a sale6 ,but the miner and the salesman prospectors would not benefit in any degree by what they learn through their perception of prospects if they did not then act intelligently upon the clues secured4 ,not only should you keep your eyes and ears open for indications of opportunities to succeed1 but you should be ready in advance to take instant advantage of any you may discover4 ,what a fool a miner would be if1 after finding rich prospects of gold1 he were to lose his chance to someone else because he did not know how to file a mining claim6 ,could there be a greater failure in salesmanship than learning about a big contract to be let1 and being unprepared to bid on it8 ,before doing any outside prospecting1 be sure you know what you have in you4 ,make certain of your ability to take full advantage of your chances to succeed when you come upon them4 ,sidenote3 ,little ,doors ,to ,big ,success ,prospects that seem at first glance to be hardly worth following may lead to other prospects4 ,merely because your ambitions are big1 do not neglect a chance to make a little success4 ,investigate completely every minor prospect you find4 ,until you look into it thoroughly1 you cannot be sure of all that a clue holds4 ,the indication of an opportunity that seems of slight importance may possibly lead straight to the bonanza lode4 ,an elevator boy in an office building made up his mind to rise permanently in the world2 to get out of the vocation in which he was just going up and down all the time without arriving anywhere in particular4 ,he prospected the tenants of the building1 learned all he could about them1 and determined who were the biggest men4 ,he studied the directory1 asked questions1 and finally selected the one big business man to whom he was resolved to sell his capabilities4 ,sidenote3 ,persistent ,effort ,after ,prospecting ,this man was known to be unapproachable4 ,so1 instead of attempting to interview him1 the elevator boy prospected to discover his characteristics4 ,he found out exactly what qualities were most likely to please his intended employer4 ,then he cultivated the tone1 manner1 and habits of action that he felt certain would impress the difficult prospect most favorably4 ,it took the resolute elevator boy nearly a year of continual1 skillful work to make the big business man notice him and distinguish him from the other elevator boys4 ,six months more were required to develop the big man's attention into thorough interest4 ,but at the end of a year and a half of faithful prospecting1 the ambitious youth gained his selected1 self-created opportunity to succeed4 ,there was no stopping him after he got his start4 ,in less than a decade he had sold his qualifications so successfully to a group of powerful financiers that he1 too1 had become a multi-millionaire4 ,this illustration of persistent effort to gain a desired chance should help to keep you from becoming discouraged about your prospects for success4 ,bear in mind the old1 familiar motto1 ,if at first you don't succeed1 try1 try again4 ,stick to your prospecting when you know you are on the right lead4 ,it has been estimated that the busy bee inserts its proboscis into flowers #c1fjj1jjj times to obtain a single pound of honey4 ,but the bee is the only insect1 remember1 that lives on honey4 ,sidenote3 ,no ,poor ,territory ,for ,success ,the poor salesman is apt to complain that his territory is poor4 ,the good salesman makes any territory good4 ,so in prospecting your field of immediate opportunities1 make the best1 not the worst1 of your present circumstances4 ,the star base-ball player does not refuse to play on the small-town team because it isn't good enough for him4 ,the great ,ty ,cobb first made them sit up and take notice in a bush league4 ,undoubtedly he felt then that he was fit for better company1 but he put in his best licks and played big-city ball on the small-town team4 ,that was excellent prospecting for the chance he wanted with the best clubs4 ,from the very beginning of his career1 ,ty ,cobb has used masterly salesmanship to get across to the world true ideas of his best capabilities in his chosen field4 ,to-day there is no poor territory for success4 ,telegraph and telephone and wireless methods of communication1 electric light and power1 railroads and inter-urban car service1 farm tractors1 passenger automobiles1 motor trucks1 and the airplane have so revolutionized the inter-relations of men that all the former great distances of different locations and view-points have been shortened almost to nothingness4 ,the whole world lives now in a single community of interest4 ,the great war has taught us that each individual is close to everyone else4 ,in your prospecting for success you are not limited by any narrow boundary of opportunities4 ,wherever you are1 newspapers and magazines bring to your door chances for big success4 ,if you search for prospects in everything you read you should be able to reach out all over the earth with your capability4 ,an ambitious man ,i never had heard of before wrote to me at one time from ,south ,africa to secure a selected territory for the sale of automobiles in a western city of the ,united ,states4 ,from a distance of nearly half the circumference of the earth he got his chance to succeed4 ,sidenote3 ,the ,fields of ,opportunity ,are ,broad ,a clerk in a ,los ,angeles real estate office received a letter from an acquaintance in ,chicago who had spent his summer vacation in ,michigan4 ,the ,chicago man wrote that the farmers of the ,traverse ,bay region were made rich by a bumper crop of potatoes just harvested4 ,the ,californian saw a chance for success in this bit of information4 ,he worked out his idea and talked it over with his employers4 ,he sold them on it4 ,they sent him ,east loaded with facts about the glorious ,west and brim-full of ,los ,angeles peptimism4 ,aided by cold weather in ,michigan that winter1 the western real estate man eventually sold ,california irrigated ranches to a score of ,michigan farmers who suddenly had made sufficient money to retire from potato raising1 and who were old enough to be strongly attracted by the idea of owning and cultivating land in a more genial climate4 ,thus a sentence in a letter led straight to the success of the clerk who perceived his prospects and knew how to make the most of them4 ,sidenote3 ,know ,local ,conditions ,while distances have been bridged by modern swift means of communication and transportation1 every locality has opportunities for success that are peculiar to it alone4 ,conversely every locality is handicapped in certain ways4 ,therefore in your prospecting for success study the conditions in your especial field4 ,as a salesman of yourself1 you should know your territory1 its advantages and disadvantages in particular respects4 ,men are doing business in your town4 ,there is no better way to gain a prospect to succeed with a house in your home community than to demonstrate to the head of the concern that you comprehend just what he is up against on the one hand1 and on the other what edge he has on businesses in the same line located elsewhere4 ,you could make no worse mistake1 you could injure your own prospects no more1 than by showing ignorance of local conditions1 or inappreciation of the circumstances in which your prospect's business is being conducted4 ,sidenote3 ,turn to ,account ,what ,you ,learn ,not only should you know as many facts as possible regarding opportunities in your chosen field2 it is even more important that1 by the use of your imagination you relate these facts to practical ways of turning them to account for your benefit4 ,in order to derive the maximum of benefit from your prospecting1 you must make the best use of every item of knowledge you gain4 ,sometimes the mere possession of particular knowledge will increase your chances to succeed4 ,but almost invariably you can multiply the value of what you learn if you prospect in your own mind for ideas about putting the facts to the most profitable use4 ,do not forget that the primary object of true salesmanship is service to the other fellow4 ,therefore prospect your own thoughts with the purpose of making what you know especially valuable to some one else1 your intended employer for instance4 ,in every step of the selling process you should think first of how you can serve your prospect with something that he lacks and needs4 ,sidenote3 ,prospect ,needs ,surprisingly few young men who go into business prospect their fields of opportunity to learn what is most wanted there4 ,the great majority take up special professions or enter selected industries just because they wish to do chosen things4 ,the master salesman1 however1 adapts himself to the circumstances and requirements of his customers1 even at the sacrifice of his personal inclinations4 ,he could not succeed if he sold only what he wanted to sell1 or if he confined his salesmanship efforts to a limited number of buyers because he liked them and disliked others4 ,in order to assure your success1 you must learn to like to do what is most needed to be done1 and learn to like to serve whoever lacks what you can supply4 ,therefore prospect your fields of opportunity to learn what capabilities are principally needed4 ,if you would make your success as easy as possible1 look about you first to determine the demand for such services as you are able to render4 ,sidenote3 ,sometimes ,go ,the ,round-,about ,way ,perhaps your prospecting will indicate that it is advisable for you to go a round-about way to your goal of ambition2 because the direct route is beset with great difficulties4 ,a young doctor wished to specialize in bacteriology4 ,he realized that it would take the savings of a great many years of general medical practice to equip a complete laboratory of his own4 ,accordingly he discontinued the practice of his profession2 though he went on with his studies4 ,he engaged in business for five years4 ,thus in a comparatively short time he earned the money he needed to enable him to devote the rest of his life to bacteriological research4 ,sidenote3 ,racial ,characteristics ,different territories or fields of opportunity have various characters1 like different people4 ,it is important to study especially the racial types you are likely to encounter4 ,many a man has attained success by accumulating discriminative knowledge regarding the national peculiarities of the ,latin peoples1 ,slavs1 ,teutons1 ,anglo-,saxons1 ,magyars1 etc4 ,the ,italian has strong likes and dislikes in colors and patterns of goods4 ,to be a good salesman in dealing with him1 you should know his preferences and prejudices4 ,if you learn what colors and patterns are most favored in the ,little ,italy of your city1 you may be able to employ this bit of knowledge to help you very much in influencing your fellow-residents of ,italian descent4 ,you are aware of the effect produced on the majority of ,irishmen by the color green4 ,but take care to learn whether the ,irishmen whose political help you would like to win are from the ,south or the ,north of the ,emerald ,isle4 ,they may be ,orangemen1 and you might queer your prospects by going among them wearing a green necktie4 ,learn your facts with discrimination2 then use them restrictively in the circumstances where they will be most effective in promoting your success4 ,sidenote3 ,temporary ,conditions ,prospect to learn not only permanent conditions in your field of opportunity1 but also any temporary conditions that might affect your chances to succeed4 ,mental and emotional waves sweep over the country and over local communities at times4 ,billy ,sunday's revivals in various great cities brought success opportunities to particular businesses1 but had injurious effects on others4 ,you should take such factors into account when studying your prospects4 ,the manufacturers of that successful innovation1 the ,service ,flag1 took advantage of the sudden demand for such an emblem4 ,when war came1 they saw into the future and perceived a new lack4 ,but the need for ,service ,flags was temporary4 ,before the war ended they were displayed everywhere4 ,to-day none are seen4 ,now there has come into existence ,the ,american ,legion1 which seems certain to be a great political and social power in the ,united ,states for generations1 as was the ,g4,a4,r4 after the civil war4 ,any man who hopes for political success in the course of the next thirty or forty years must prospect the thoughts and feelings of the veterans of #aiag-ah4 ,sidenote3 ,analyze ,individuals ,you will have specific as well as general prospects4 ,hence it is essential that you supplement your study of conditions with the analysis of individuals4 ,study men with the greatest care1 especially the one man or group of men upon whom you want to impress ideas of your capabilities4 ,learn all you can regarding the personal characteristics of the individual to whom you hope to sell your services or goods4 ,your knowledge of his traits and peculiarities1 your familiarity with his life purposes and hobbies1 may assure you a chance to succeed with him that otherwise you could not get4 ,a friend of mine is the president of a big ice company1 but he is not so much interested in cooling people's food as in warming their hearts with his genuine brotherhood for all men4 ,there isn't much prospect for anybody to sell him a cold business proposition1 even though he is a dealer in ice4 ,sidenote3 ,hobbies ,do not1 however1 make a hobby of hobbies4 ,only the big hobbies of your man are worth especial study4 ,never harp on any of his little idiosyncracies4 ,he may be sensitive about being eccentric4 ,it is bad salesmanship to pretend an interest in another person's whims4 ,you cannot use his hobbies to help your prospects unless you share his feelings to a considerable degree4 ,my friend who believes and practices the doctrine that all men are brothers would be sure to detect quickly a false humanitarian bent on a selfish purpose to exploit his hobby4 ,as already has been emphasized1 the object of the good salesman when prospecting is to discover the lacks of men who might benefit from the things he has to sell4 ,if you are looking for your prospects with that service purpose1 you have taken a long preparatory step in the process of selling your qualifications4 ,find the employer who needs your best ability1 and your success will be assured the moment you get into his mind the true idea that you are the man he has been looking for4 ,sidenote3 ,prospect ,lacks ,undoubtedly you know men to whom success has come because they made other men realize they fitted into particular needs4 ,a young acquaintance of mine foresaw that a manufacturer would want an assistant within a year or two2 though the executive himself was unaware that he was developing such a need4 ,my acquaintance got a minor job under him in order to make a good impression in advance4 ,long before the head of the business realized that he was breaking in a confidential assistant1 the young man had qualified for the position he had perceived in prospect4 ,your chosen employer may not know of the lack that you have prospected in his business4 ,he may not have the least idea that he wants you4 ,prospecting his needs is part of your job as a salesman of yourself4 ,an expert accountant sold himself into a fine position as the auditor of a great corporation by anticipating that the ,company would need to have its system of book-keeping revolutionized in order to prepare for the ,federal income tax4 ,he prospected what was coming to that business2 then sold the president comprehension that he lacked an expert accountant he was going to need badly before long4 ,one of my own experiences as an accountant illustrates the value of specific prospecting4 ,when ,i was studying accountancy1 ,i bought every authoritative publication on the subject4 ,for one set of forty books ,i had to send to ,london4 ,each volume related to the peculiar accounts1 terms1 etc4 of one business4 ,there was a book on brewery accounting1 another on commission house accounting1 and so on through the list of forty businesses4 ,to each volume ,i afterward owed at least one client4 ,for instance1 ,i got a commission to make a cost survey for a tobacco company1 largely because ,i was able to convince the president that ,i knew a good deal about the tobacco business4 ,i talked intelligently to him regarding the processes of his industry4 ,sidenote3 ,reasons ,behind ,habits ,when you prospect an individual's personal qualities1 traits1 or hobbies1 do not stop after learning the facts4 ,study out the reasons behind habits and opinions4 ,it may help you only a little to know that your intended employer is a ,republican or a ,democrat2 that he is conservative or radical in his social opinions4 ,but your chances of success in dealing with him will be greatly increased if you know exactly why he belongs to one or the other political party1 and the reason he is a stand-patter or a progressive4 ,use knowledge of why's and wherefore's with the skill of a salesman bent on securing an order from a prospective buyer4 ,but be sure you get the fundamental facts1 for often appearances are deceiving4 ,sidenote3 ,your ,personal ,responsibility ,when you look for prospects in your selected field of service-opportunities recognize your personal responsibility for the successful development of the chances you find4 ,before you begin prospecting1 realize that what you make of your opportunities is solely up to you4 ,assume all the responsibility for your own success2 then you will have no excuse to blame any one else if you fail4 ,should things not go as you wish1 say ,it's my own fault1 and feel that way4 ,the true salesman never apologizes to himself4 ,so if you have not found your prospects1 or if you have not made the best use of the chances you have discovered1 kick at the man who is responsible4 ,don't get sore on the world at large4 ,sidenote3 ,follow-ups ,perhaps what has been said thus far has over-emphasized the process of prospecting for the first chance to succeed4 ,maybe it suggests to you that if one can get an opening1 the hardest part of the effort to assure success will have been accomplished4 ,but a successful career in salesmanship is not built on single orders closed4 ,the master salesman keeps on selling the same buyer and develops him into a steady customer4 ,he continues all the while to prospect the needs of that buyer1 just as thoroughly as if he were planning his first approach4 ,your initial success should be completed by after-service4 ,in order to continue progressing toward your goal1 you must deliver the goods right along4 ,you cannot keep your success growing unless you prospect unremittingly for more and better opportunities to render service4 ,give satisfaction in larger amount and improved quality from month to month1 and year after year4 ,if you would continue to succeed1 look ahead always for more prospects and seek in each of them new chances to broaden your usefulness4 ,sidenote3 ,the ,art of ,prospecting ,if you prospect skillfully 7with art71 your chances to find what you seek will be remarkably increased4 ,so look for your prospects cheerily4 ,be frank and expressive in your quest4 ,show your sympathetic side1 and thus appeal to the kinder tendencies of other people4 ,the best way to avoid the world's coldness is by warming everybody you meet with your own cordiality4 ,be courteous4 ,especially cultivate the art of talking with people instead of at them4 ,use tact and judgment in dealing with your prospects4 ,thousands of men are shut away from the open minds and hearts of others by doors of concealment and reserve4 ,you need to open such doors4 ,you can do it only by frankness on your own part1 which will induce people to feel like telling you their secrets4 ,frank expression of your opinion1 provided it has a sound foundation1 will often draw out the hidden opinions of others and reveal to you prospects that you might never discover unaided4 ,do not1 however1 be dogmatic or arbitrary in saying what you think4 ,speak your beliefs casually4 ,then you will not discourage those honest differences of opinion that enlighten one's own ideas4 ,rid your face of sharpness if you would be a good prospector for your best chances to succeed4 ,avoid the cutting edge in your voice and manner when you make inquiries about opportunities you seek4 ,you are likely to be most effective in prospecting if you cultivate an easy attitude of friendliness4 ,the master salesman does not set his jaw when prospecting4 ,he uses curved1 instead of straight line gestures to supplement his words4 ,he suggests a ball-bearing disposition1 not corners4 ,sidenote3 ,sympathetic ,attitude ,be a good mixer when looking for your prospects4 ,learn the art of companionship4 ,the first essential is fellow feeling4 ,therefore do not go about with a chip on your shoulder1 but with your face a-smile and your palms open to offer and to receive hand-clasps4 ,sympathize with the ambitions of other men1 with their hopes and dreams4 ,remember that each part of every work of man1 however substantial and enduring it now may be1 was once no more than a figment of the imagination of some one's mind4 ,so do not be altogether practical when prospecting4 ,it is a mistake to neglect to prospect visions4 ,sidenote3 ,have a ,leader ,when the master salesman prospects1 he uses very effectively a leader idea4 ,you know how aggressive stores advertise leaders that draw trade in other things4 ,your prospecting of your various capabilities should enable you to decide which of your qualifications will make the most effective leader in the case of a certain employer4 ,do not expect him to perceive all your merits immediately4 ,concentrate his attention and interest on one or two elements of your fitness to fill his especial needs4 ,prospect to make sure which of your possible leaders would be most likely to influence him in your favor4 ,then use these selected elements of your character very prominently to open the door of your initial chance4 ,countless successes have been founded on well chosen leaders4 ,a little bake shop in ,chicago competes successfully to-day with a great chain-store company that has an immense establishment directly across the street4 ,the shop sells as its leaders home-made ,english tarts that no chain-store could supply4 ,these draw buyers for groceries and other goods the chain-store sells much cheaper1 but which the purchasers of tarts order with their pastry rather than cross the street and divide their marketing4 ,sidenote3 ,summary ,now let us summarize ,your ,prospects4 ,they are not far away nor far ahead in time4 ,they are in your own hands right now4 ,you cannot fail in life if you recognize and use most effectively all the opportunities available to you at present4 ,you suffer from no lack of chances to succeed4 ,you only need to open your physical eyes and the eyes of your mind to see fine prospects every day4 ,then if you imaginatively relate your abilities to what you perceive1 and plan how you can fit yourself into a chosen place of real service1 you will have begun the selling process successfully4 ,at the outset of your career it is possible for you to reduce difficult obstacles to temporary set-backs that you can get around or overcome4 ,sidenote3 ,success ,a ,matter ,of ,fractions ,there is only a narrow margin of difference between success and failure4 ,success is a matter of fractions and decimals1 not of big units4 ,a few thousand ,american soldiers and marines turned the tide of ,german victory at ,chateau ,thierry4 ,it is the last straw that breaks the camel's back4 ,if you begin the selling process by the finest prospecting1 and keep on with equal effectiveness throughout all the following steps of salesmanship1 you will gain so many more chances than you otherwise could get that your success in the end will be assured4 ,the master salesman works with certainty that he will secure his quota of orders4 ,he knows in advance that he will succeed2 because he knows sure ways to sell4 ,good prospecting is just a natural process1 intelligently comprehended4 ,it is neither mysterious nor hard4 ,it is one of the preliminary1 understandable ways to make success not only sure1 but easy to attain4 ,,chapter ,,vi ,gaining ,your ,chance ,sidenote3 ,getting ,inside ,the ,door ,we will assume that you have qualified yourself to succeed2 that you have developed your best capabilities in knowledge1 in manhood1 and in sales skill2 that you have completed the general preparation necessary to assure your success in marketing your particular qualifications2 and that you also have learned how to find and to make the most of your prospects4 ,after these preliminaries you are ready to take the next step in the selling process1 and to begin putting your capabilities1 and what you have learned from preparation and prospecting1 to specific use in actual selling4 ,in order to succeed1 you must not only be qualified for some particular service work1 but you also need chances to demonstrate your capabilities and preparedness for effective service4 ,if you stand all your life in complete readiness for success but outside the door of opportunity1 you will be a failure despite your exceptional qualifications and preparations for handling chances to succeed4 ,it is necessary that you get inside the door4 ,we will study now the sure ways and means of entrance4 ,sidenote3 ,the ,salesman's ,advantage ,over the ,buyer ,one great advantage the skillful salesman has over even the best buyer is that he can plan completely what he will do and how he will do it to accomplish his selling purpose4 ,the prospect is unable to anticipate who will call upon him next2 so it is impossible for him to avoid being taken unawares by each salesman4 ,he can make only general and hasty preparations at the moment to deal with the particular individual who comes intent on securing his order4 ,the good salesman1 however1 works out in advance the most effective ways and means to present his proposition4 ,each move in the process of selling his ideas to a prospect is carefully studied and practiced beforehand4 ,the effects of different words and tones and acts are exactly weighed4 ,when the thoroughly prepared salesman calls on a possible buyer1 he has in mind a flexible program of procedure with which he is perfectly familiar and which he can adapt skillfully to various conditions that his imagination has enabled him to anticipate4 ,hence the master salesman usually is able to control the situation1 no matter how shrewd the prospect may be2 because the salesman's chance to plan assures him a great advantage over the unprepared or incompletely prepared other party to the sale4 ,sidenote3 ,dominate ,the ,interview with ,confidence ,if you would likewise dominate the man to whom you want to sell your capabilities1 prepare plans of approach to his interest before calling on him2 in order to make sure of presenting your qualifications most strongly4 ,he can oppose your salesmanship with but comparatively weak resistance2 because he has had no such opportunity as you to get all ready for this interview4 ,the skillful salesman is confident that he can control the selling process he begins4 ,when you seek a selected chance for the success you desire1 you should feel similar assurance of ability to sell your services4 ,you will possess this feeling if you prepare your plan of approach as the master salesman gets ready for his interview with a prospective buyer4 ,sidenote3 ,the ,two ,entrances ,you have to make two distinct entrances in order to gain your desired chance to succeed4 ,you need to get yourself into the presence of the employer you have selected4 ,then it is essential that you get the true idea of your capabilities and preparedness into his mind4 ,your approach to his attention and interest1 therefore1 involves a double process4 ,it is important that you plan intelligently the most skillful ways and means of making the two entrances2 through the physical and the mental closed doors that now shut you out from the opportunities you have prospected and desire to gain4 ,no master salesman would call on an important prospect before planning in his own mind how to take the successive steps of the interview expected4 ,nor would a master salesman neglect to think out in advance several specific methods of getting past any physical barriers he might encounter between the outer door of the general office and the inner sanctum of the man he must meet face to face in order to close a sale4 ,sidenote3 ,ordinary ,way ,of ,getting ,job ,but when the unskilled salesman of his own capabilities seeks a situation1 he usually neglects to make careful1 detailed plans to reach his prospect in the most effective way4 ,he does not prepare to create the particular impressions that would be most apt to assure him the attention and interest of the employer upon whom he calls4 ,nearly always when a man out of a job answers an advertisement or follows up a clue to a possible opening for his services1 he thinks the most important thing is to get there first4 ,the only advantage he hopes to gain over other applicants is a position at the head of the line4 ,have you ever stopped to analyze the mental attitude of an employer toward the half dozen1 dozen1 or score of men who answer his advertisement for the services of one man8 ,he thinks1 ,here are a lot of fellows out of jobs4 ,probably most of them are no good1 or they wouldn't be out of jobs4 ,they are competing for this place4 ,each sees there are plenty of others who will be glad to have it4 ,therefore it is likely that ,i can get a man without paying him much to start with1 and he probably won't be very independent for a while after ,i hire him4 ,i'll take my pick of the lot1 and keep the names and addresses of two or three others in case he doesn't make good4 ,sidenote3 ,shearing ,the ,sheep ,then the employer calls in the applicants as if they were so many sheep to be sheared by sharp cross-examination4 ,practically every candidate enters the private office with a considerable degree of sheepishness in his feelings1 whether he tries to appear at ease or not4 ,the employer first eyes him in keen appraisal4 ,he then proceeds briskly to clip off facts about him4 ,the man sitting behind the desk absolutely dominates the situation4 ,he finishes his questioning1 and disposes of the applicant as he pleases4 ,what chance to gain the desired opportunity for service does each candidate have in such an uncontrolled process of getting a job8 ,he has one-sixth1 or one-twelfth1 or one-twentieth of a chance for success2 according to whether there are six or a dozen or a score of applicants4 ,also1 practically without exception1 men who come seeking a position and find that it has been filled make no further efforts to secure the opportunity for which they have applied2 though the successful candidate may not make good and the position may soon be vacant again4 ,your own experience and observation have made familiar to you this common way of looking for jobs4 ,you know that in such cases the employer has all the advantage4 ,certainly the applicants who try to gain a chance to work by this method use no salesmanship at all4 ,sidenote3 ,the ,salesman's ,method ,how would a salesman candidate for such a situation proceed8 ,first1 he would avoid the mistake of presenting himself as merely one of a crowd of competing applicants4 ,he would make his particular personality stand out4 ,before calling1 he would do some prospecting to discover just what capabilities were needed to fill the position advertised4 ,then he would plan different ways of tackling the prospective employer4 ,when all ready1 but not before1 he would go to the address4 ,if he should find a crowd there1 he would not merge with it4 ,he would avoid stating his business immediately in the outer office1 rather than identify himself with the other candidates waiting4 ,he would have a plan to get an interview later1 after the dispersal of the crowd4 ,if he should be told then that the position had been filled1 he would go right ahead with his selling program regardless of the rebuff4 ,he would proceed to sell the boss the idea that he was an especially well fitted man for the job4 ,he would assume that no one else could give such satisfaction4 ,nevertheless the employer might feel that he had no place open for the latest candidate4 ,in this event the applicant would demonstrate with salesmanship that he was the sort of person it is worth while for any business man to keep track of4 ,such a real salesman of his own capabilities1 if put off for the time being1 would be reasonably sure to get his desired chance the next time that employer might require such services as he could supply4 ,sidenote3 ,a ,salesman ,cost ,clerk ,a young acquaintance of mine wanted to secure a chance in the office of a prominent manufacturing corporation1 under a certain executive whom he regarded as the most capable business man in the city4 ,the company had advertised for a minor clerk in the cost department1 which was managed by the particular executive4 ,my acquaintance called1 and found seven other applicants waiting in the general office4 ,he did not join them1 but sent in his card to the busy head of the cost department with the penciled request1 ,may ,i see you for twenty seconds in order to make a personal inquiry8 ,he was promptly admitted to the private office1 and then stated his purpose in calling4 ,he was careful to be extremely brief4 ,my name is ,james ,a4 ,ward4 ,i believe1 ,mr4 ,blank1 ,i am the man you want for the clerkship in your cost section4 ,in order to save your time1 may ,i have permission to make some inquiries of the chief clerk in that department1 to learn just what qualifications are required and what the work is8 ,then when you talk with me1 it will be unnecessary for you to explain details4 ,sidenote3 ,securing ,a ,stand-in ,taken unawares1 the executive was not prepared to refuse the courteous request4 ,moreover1 he was impressed with the distinctive attitude of the young man4 ,he instructed that the candidate be taken to the cost department4 ,there my acquaintance made an excellent impression on the cost accountant and several clerks4 ,thus in advance of any other applicant he secured a stand-in with a number of persons who might influence the judgment of their chief in selecting a new man4 ,when he had learned the nature of the work to be done1 ,ward did not make the mistake of thrusting himself again into the sanctum4 ,instead1 he wrote a note to the executive on whom he had called first4 ,dear ,mr4 ,blank3 ,i know now exactly what the job in the cost department is1 and that ,i can fill it4 ,but ,i should like to think over the best ways to give you complete satisfaction1 before talking with you about it4 ,please telephone to me at ,main #dfhc when it will be convenient for you to see me4 ,respectfully1 ,james ,a4 ,ward4 ,the young man sent his note into the private office and left at once4 ,there now were nine applicants on the anxious seat in the reception room4 ,ward did not wish to be asked to wait his turn4 ,he felt sure the executive would inquire of the costs manager about him1 and he got away from the office quickly so that there would be an opportunity for his chosen prospective employer to receive the full effect of the good impression made in the cost department4 ,sidenote3 ,giving ,opportunity ,a ,chance to ,catch ,up ,my acquaintance was not at all worried lest some other candidate be chosen in his absence4 ,the measures of salesmanship he had taken made it practically certain that the executive would not employ any one else before talking to him4 ,ward went to his room and waited for the telephone call he was sure would come4 ,while he sat expecting it1 he used the time to think out the best ways to approach the big man with whom he wanted to work4 ,the salesman candidate was summoned in about an hour4 ,none of the applicants ahead of him had come prepared with any definite plans4 ,therefore my acquaintance1 who knew in advance just what the conditions were and who had decided exactly how he would present his particular capabilities1 found it easy to secure the chance he desired4 ,he is earning a salary of four thousand dollars a year now1 and is on his way up to a five-or-six-figure job4 ,he will get there1 as sure as shooting4 ,a salesman like that cannot be kept down4 ,sidenote3 ,turning ,failure ,into ,success ,i asked ,ward one day what he would have done if the telephone call he expected had not come4 ,he replied that he would have gone to see the executive next morning anyhow1 and that he had planned carefully how he would approach him4 ,i'd have sent in a note that ,i was ready to report some ideas ,i had worked out regarding his cost-keeping as a result of the thinking ,i had done since learning his system4 ,he wouldn't have refused to see me1 even if he had hired some one else meanwhile4 ,then ,i'd have told him the very things that got me the job4 ,they would have assured me a chance in his office1 whether he had a place for me right then or not1 ,ward asserted positively4 ,if that plan of mine hadn't succeeded1 he amended1 ,i'd have known he wasn't the kind of man ,i wanted to work for1 after all4 ,but it turned out exactly as ,i knew it would1 my friend ended with a grin4 ,can you imagine a man of such sales ability failing to get a chance almost anywhere8 ,yet ,ward did only what any one1 with a little forethought1 might have done in the circumstances4 ,analyze the selling process he used1 and you will perceive that there was nothing marvelous about it--it was all perfectly natural4 ,is there any good reason why you cannot employ similar methods to gain the chance you want8 ,sidenote3 ,service ,purpose is ,essence of ,salesmanship ,let us dig into what ,ward did1 and find the essence of his salesmanship in the ways and means he employed to assure his two entrances1 to the presence and into the mind of the executive4 ,he was successful principally because he made the impression that he had come with a purpose of rendering real service to the other man4 ,his plan of approach assured him the opportunity he wanted because it was designed to serve the head of the department in his need for particular capabilities4 ,very rarely will any one refuse a needed service4 ,so1 coming with a purpose of service1 ,ward made certain in advance that he would be welcomed to his opportunity4 ,the essence of a successful plan of approach to the mind of any prospect is a carefully thought-out idea of how to supply him with exactly what he lacks4 ,just as the service purpose well planned is the key to the door of a man's mind2 so is it the ,open ,sesame to his presence4 ,plan how to bring to the attention of a prospect your real service motive in coming to him1 and how at the same time you can indicate to him your capabilities2 then you will be as sure as was my ingenious acquaintance that no office door will long remain closed to you4 ,you only need to use the processes of the master salesman to gain any chance you want4 ,you will succeed almost always in your immediate object2 and if you are unsuccessful in your first or second sales attempt you will be absolutely certain to get some other good opportunity very soon4 ,sidenote3 ,make a ,vacancy ,for ,yourself ,it is not necessary to wait until the employer for whom you have chosen to work advertises a job4 ,you should plan ways and means of gaining an entrance into his business organization1 regardless of any vacancy he may have in mind4 ,plan exactly how you can serve him4 ,prospect for a need that he may not realize himself4 ,afterward work out a particular method of showing him clearly what he lacks1 and that you are the man to fill the vacancy you yourself have discovered and revealed to him4 ,an elderly man who was down on his luck and who1 on account of his grey hair1 had been unable to get various kinds of work he had sought1 devised a novel plan of approach that gained him a coveted chance in a big department store4 ,he came to the main office and reached the sales manager without difficulty by appearing to be just a customer of the store4 ,then he whisked from under his coat a pasteboard sign on which he had printed1 ,,porter ,,wanted--,,to ,,keep ,,sidewalk ,,clean4 ,i'm after that job1 sir1 he explained his presence4 ,the sales manager waved the old man away4 ,you're in the wrong place1 he said curtly4 ,employment office is on the top floor4 ,i made the sign myself1 the applicant declared1 standing his ground4 ,the employment manager--you--no one in this store has realized1 ,i think1 how filthy your sidewalk is4 ,if you will come down with me and look at it1 ,i'm sure you will want to have it cleaned and will instruct that ,i be given the chance4 ,it is hurting your sales1 as it is now4 ,kept clean1 as ,i would keep it1 it would be a fine advertisement of the store's policies1 and would help sales4 ,the old man's plan of entrance gained him his initial opportunity4 ,he swept the sidewalk only two weeks4 ,then the sales manager made a place for him behind a counter1 where he is serving customers with satisfaction to-day4 ,sidenote3 ,distinguishing ,characteristic ,of ,masterly ,salesmanship ,you will recall that in a previous chapter the ability to discriminate was stated as the distinguishing characteristic of masterly salesmanship4 ,the ability to perceive differences1 and skill in emphasizing them1 will assure success in selling either ideas or goods4 ,the discriminative-restrictive study of anything is certain to give one a much clearer and more definite understanding of it than could be secured by a study of its likeness to something else4 ,if1 when describing two people1 you compare their points of resemblance1 you do not paint a clear picture of either4 ,but if you restrict your comments to the differences in their features1 you will portray a pretty definite mental image of each4 ,sidenote3 ,different ,ways ,win ,you have been given several examples of ways and means to gain an entrance into the presence and into the mind of an employer4 ,you will note that each applicant restricted his plans of approach to methods that were entirely different from those ordinarily used in getting a job4 ,the purpose of the salesman in every case was to bring out the difference between him and competing candidates for the situation4 ,the selling processes described were successful because discriminative-restrictive principles of skill were employed to bring to the attention and interest of the prospect the service capabilities of the one applicant1 in distinction from all others4 ,when you plan to gain the chance you most want1 you can assure yourself of success if you will work out in your own mind how to do something effective that is different from the methods commonly used in attempts to gain opportunities1 and that will impress your real service purpose in applying for your chance4 ,first think out clearly what the other man needs4 ,distinguish exactly in your thoughts between what is lacking in his organization1 and what he already has4 ,then when planning to gain an entrance to the presence and the mind of your prospect1 restrict your thoughts to ways and means of indicating and suggesting that you know precisely what service is wanted4 ,prepare to show him that you don't have merely a vague1 indefinite idea of a job like other jobs4 ,plan to indicate that you are not just about the same as ordinary men who apply for positions4 ,be ready to make the first impression that you are a particular man with individual ideas and distinctive capability4 ,if you can prove that1 you will be certain to gain your chance through good salesmanship of the true idea of your qualifications4 ,sidenote3 ,plan ,approach ,to ,fit the ,particular ,man ,when planning his approach1 the master salesman combines his earlier work of preparation and his prospecting4 ,he re-organizes in his mind all the information he previously has gained for his own benefit4 ,now he reviews his knowledge from the standpoint of the prospect4 ,he plans to use what he has learned in the ways that seem to him most likely to fit the mentality1 impulses1 feelings1 conditions1 and real needs of the man he wants to influence to accept his proposition4 ,having thus planned to fit his knowledge to an individual prospect1 the skillful salesman arranges constructively in his own mind particular1 definite points of contact with the mind of this one other man4 ,he plans restrictively4 ,that is1 he works out only the approach ideas that are likely to fit the characteristics of the certain man on whom he intends to call4 ,he also discards ways and means that are not especially adapted to this prospect4 ,sidenote3 ,different ,effects on ,different ,people ,of course the master salesman purposes to make the best possible impression always2 but he recognizes that words1 tones1 and actions which would create a favorable impression on one prospect might make an opposite impression on another4 ,for instance1 a jolly manner and expression help in gaining an entrance to the friendly consideration of a good-natured man1 but would be likely to affect a cynical dyspeptic disagreeably4 ,the intelligence and skill used by the master professional salesman of goods in planning ways and means to gain his sales chances1 can be used in the same way just as effectively by you when planning your approach to the presence and mind of any one related to your opportunities for success4 ,before you apply for the job you want1 or before you present your qualifications for promotion or an increased salary1 make in advance a discriminative selection of ideas that will be likely to prove most effective in accomplishing your purpose with your employer prospect4 ,then1 when you interview him1 restrict your presentation of your case to these discriminatively selected strong points of your particular capability4 ,sidenote3 ,contrast ,selfish and ,service ,purposes ,you should suggest contrasts between yourself and ordinary job seekers or employees4 ,when you present your qualifications for a promotion or for a raise1 you will be sure of succeeding if you are able to get across to your employer's mind the true idea that your services in the future may be different and deserving of more reward than the services for which you have previously been paid4 ,when an employee asks for more money because other men are being paid higher wages in the same office1 or because he has prospects of better pay elsewhere1 or even because of increased costs of living1 he makes an unfavorable impression on the man from whom he requests a raise4 ,his purpose in presenting his claims is evidently selfish4 ,he appears to be looking out only for ,number ,one1 and the employer naturally looks out for his ,number ,one when responding4 ,by using methods that suggest a wholly selfish purpose1 the applicant decreases his chances of gaining what he desires4 ,yet most employees ask for raises in just this way4 ,sidenote3 ,the ,quid ,pro ,quo ,contrast the impression made when an employee approaches the boss with a carefully planned demonstration of his capability for increased service1 as the basis of a proposal that he be promoted or given a higher salary4 ,he comes into the old man's office with an attitude that produces a favorable impression4 ,when he explains exactly what he is doing1 or can do if permitted1 that is deserving of more reward than he has been receiving1 he presents the idea of a quid pro quo to his prospect1 just as the salesman of goods presents the idea of value in fair exchange for price4 ,if the service now being rendered by the employee1 or the new service he wishes permission to render1 is really worth more money to the employer1 the applicant for a raise is practically certain to get it1 provided he has chosen a fair boss4 ,and1 of course1 a good salesman of himself does not go to work in the first place until he has prospected the squareness and fair-mindedness of the employer4 ,sidenote3 ,the ,saleswoman ,secretary ,a young woman was employed in a secretarial capacity shortly before the world war began4 ,in the course of the next two years her salary was voluntarily doubled by her employer4 ,but her necessary expenses increased in proportion2 so she was able to save no more money 7in purchasing power7 than it would have been possible for her to put in the bank if there had been no increase either in her earnings or in the cost of living4 ,that is1 if the war had not happened1 and she had continued at work for two years without any raise at all1 she would have been practically as well off at the end of that time as she actually found herself with her doubled pay4 ,as the months of her employment passed1 she had made herself progressively much more valuable to her employer4 ,she was rendering him now a very large amount of high-grade service4 ,but in effect she was being paid no more money than when she was engaged4 ,the young woman knew her employer intended to be fair with her4 ,undoubtedly he felt he had treated her well by voluntarily doubling her salary in two years4 ,if she had gone to him and had asked for more pay in the manner of the ordinary applicant for a raise2 if she had stated her request without skillfully showing the difference between actual conditions and his misconception of the facts2 she likely would have made an unfavorable impression4 ,but she was a good saleswoman of her ideas4 ,she made a discriminative-restrictive plan of approach to gain her object1 and used first-class selling skill to get into her employer's mind a true conception of her worth to him4 ,sidenote3 ,opening the ,boss's ,eyes ,she compiled from her budget the exact amount of increased living costs4 ,the comparative figures of two years showed that her necessary expenses were approximately double what they had been before the war4 ,then she used the percentage ratio to demonstrate in neat typewriting that approximately all of her salary increases had gone to some one else1 and had not remained in her hands4 ,on another sheet she typed a summary of the most important business responsibilities she carried for her employer at present1 but which she had not been qualified nor trusted to bear when she was first engaged4 ,the secretary brought the two exhibits to the desk of the business man1 laid them before him with brief explanations of what they represented1 and concluded with a simple personal statement which she worded most carefully4 ,sidenote3 ,the ,approach ,that ,commands ,respect ,mr4 ,blank1 ,i know you mean to be perfectly square with me4 ,so ,i want you to realize what has been the actual purchasing power of the salary ,i have received1 and what ,i have done with it4 ,this percentage slip shows that my additional pay was all used for additional expenses4 ,i have been unable to increase my savings4 ,i really have been paid only for the same kind of services ,i was able to render when you employed me4 ,now ,i know how to do all these additional things4 ,she pointed to the list typed on the second sheet of paper4 ,in effect1 ,i haven't been paid anything for them1 you see4 ,i am sure you have not appreciated the difference between the increased service ,i have rendered1 and the buying power of the raises you have meant to give me but which have all gone to some one else4 ,please study these lists4 ,i believe you will feel that ,i am earning a larger salary and really am worth more to you than two years ago4 ,her different approach gained the secretary not only an immediate increase of fifty per cent in her salary2 but five hundred dollars back pay that her fair-minded employer was convinced she should have received4 ,such an approach commands the respect of the prospect4 ,it is the approach of an equal1 not of an inferior4 ,so greatly does it reduce the chances of failure that the salesman is practically certain to succeed in his purpose4 ,sidenote3 ,initiative ,is ,yours ,recognize that the initiative in gaining your chance should be in your own hands4 ,do not wait for any opportunity to come to you4 ,go to it4 ,go prepared to control the situation you have planned to create1 but be ready also to meet unexpected possibilities4 ,the object of the master salesman in his preparation is not only to make the selling process easy1 but also to meet any difficulties he can foresee that may arise to block him4 ,he is ready to take full advantage of favorable conditions he has planned to meet1 and is equally ready for turn-downs4 ,if you use the discriminative-restrictive method to gain admission to the presence and into the mind of your prospect1 it is altogether unlikely that you will be denied the chance you seek4 ,nevertheless go loaded for refusals4 ,be ready with the quick come-back to every turn-down you can imagine4 ,a clerk in a real estate office wanted an opportunity to prove that he was capable of selling4 ,times were very hard1 and the firm had flatly announced that it would not promote anybody or grant any raises4 ,but this clerk1 who had made up his mind to secure a salesman's job1 carefully prepared a plan of approach before he went to the president's office4 ,his ostensible purpose was to get a raise2 so he had worked out an ingenious reply to every objection he could imagine his employer might make to paying him more money4 ,but he really wanted a different job1 not just a larger salary4 ,sidenote3 ,come-backs ,to ,turn ,downs ,he tackled the old man at a selected time when he knew the president would not be busy4 ,one after another1 in quick succession1 he came back at every reason given for turning him down on his application for additional pay4 ,finally the cornered employer stated frankly that the clerk was entitled to a raise1 but as frankly said it could not be granted because of general business conditions4 ,the applicant1 having gained his immediate object by proving his worth1 then switched to the second part of his plan of approach4 ,i didn't expect more money for my clerical work1 but haven't ,i proved to you by the way ,i handle turn-downs that ,i possess the qualifications of a salesman8 ,it would be just as hard for a prospect to say ',no' to me as it has been for you4 ,i don't want a raise4 ,i want a chance at selling real estate4 ,give me a drawing account equal to my present salary1 and ,i'll earn it in commissions4 ,i'm going to make it hard for anybody to get away from me after ,i tackle him to buy a lot or a house4 ,of course the clerk got his chance4 ,sidenote3 ,touch ,tender ,spots ,another important detail of good salesmanship in planning to approach opportunities to succeed1 is touching the tender spots of the subordinates in the office of the big man you want to reach4 ,also plan to touch tender spots in him4 ,you can do it with a courteous bow1 or with the tone of respect4 ,employ the personal appeal--that is1 make contact between your personality and the personality of the other party you desire to influence4 ,there is no better way than by manifesting your real friendliness4 ,one who comes as a friend is able to feel and to appear at ease4 ,the bearing of perfect ease makes the excellent impression of true equality in manhood1 and helps very greatly in gaining for one a chance to succeed4 ,sidenote3 ,strength and ,resourcefulness ,sometimes self-respect will require you to use very forceful methods to secure the opportunity you desire4 ,a snippy clerk may refuse you admittance to the private office4 ,the big man himself may send out word that he will not receive you1 or perhaps he will attempt to dismiss you brusquely after you are granted an audience4 ,so be prepared to manifest your strength1 as well as your resourcefulness1 should such force of personality be needed in any imaginable situation4 ,if you have planned exactly how you will show your strength1 you will make the impression when you manifest it actually that you are strong in fact1 and not just a bluffer4 ,often you can prove your strength by looking another person fearlessly in the eye4 ,sidenote3 ,four ,essentials of ,good ,approach ,it is evident from what has already been outlined that to make a successful approach one needs particular qualifications4 ,there are four essentials3 ,first1 mental alertness in perceiving2 ,second1 good memory for retaining the impressions received2 ,third1 constructive imagination in planning the approach2 ,fourth1 friendly courage in securing an audience and in making the actual approach to the mind of the other man4 ,all your senses must be wide awake if you are to perceive every point of difference that can be used effectively to sell your particular ideas in contrast with ordinary ideas4 ,it is necessary not only that you see distinctions clearly1 but that you be able to remember them instantly1 when you need to use them in selling your ideas4 ,you cannot make any certainly successful plan to deal with a future possible chance unless you cultivate your power of imagination by working out in advance every conceivable situation that may be anticipated4 ,and all your other capabilities in gaining your chance will be of no avail if your purpose meets resistance2 unless you are equipped beforehand with friendly courage1 the kind of real bravery that is likable4 ,sidenote3 ,genius ,it is highly important to your success that you be able to make the impression that you are a person of genius4 ,genius1 analyzed1 is no more than the exceptional application of natural ability to doing work4 ,application demands complete attention4 ,attention leads to discrimination4 ,discrimination concentrates1 of course1 upon the recognition of differences4 ,and differentiation depends principally upon sense training in alertness4 ,unless a sense is very keen1 it cannot make distinctions sharply4 ,so we get back to the primary necessity of developing all your senses and of keeping them wide awake to perceive and act upon chances for success4 ,sidenote3 ,memory ,your discriminative power of perception will be well-nigh valueless to you1 however1 if you are unable to recall whenever needed1 all the points of difference possible to utilize in your salesmanship4 ,therefore you should train your memory4 ,we will not enlarge just now upon this factor of the process of making success certain2 because in previous chapters and also in the companion book1 ,the ,selling ,process1 the right methods of developing a good memory are indicated4 ,sidenote3 ,constructive ,imagination ,the value of constructive imagination1 not only in planning your entrance to the physical presence and into the mind of the prospect1 but all through your salesmanship1 cannot be over emphasized4 ,if you are to gain your chance with another man1 you must be able to see imaginary future situations1 through his eyes4 ,in advance of your interview it is necessary that you imagine yourself in his place when a caller like yourself is received4 ,some so-called realists condemn imagination4 ,they say it is apt to make men visionary and unable to recognize and meet successfully the every-day problems of life4 ,but the big men of finance1 industry1 and politics have become pre-eminent because of the fertility and productiveness of their imaginations4 ,what the hard-headed man condemns is not imagination1 but inability to use it constructively4 ,he deprecates imagination not carried into action4 ,constructive imagination1 however1 has always been man's greatest aid in making progress4 ,sidenote3 ,four ,ways to ,re-construct ,ideas ,in order to develop your constructive imagination most effectively you must follow certain laws with regard to the re-adjustment of parts1 qualities1 or attributes of things you know4 ,you can re-construct an idea2 7#a7 by merely enlarging an old mental image2 or 7#b7 by diminishing the size of the previous image2 or 7#c7 by separating a composite image into its parts2 or 7#d7 by imaging each part as a whole4 ,let us illustrate how these laws of constructive imagination might be applied effectively in planning the approach to a prospective employer4 ,sidenote3 ,using ,constructive ,imagination ,he perhaps has an idea that the possibilities of the job you want are limited4 ,you should plan to enlarge the picture of your possible service and to show that you could do more things than he is likely to expect of you4 ,so you can diminish his idea of the salary you want1 by planning to show him that in proportion to the enlarged service you purpose to render1 the pay you ask is not really big4 ,in order to make him appreciate better just what your contemplated job means1 you can separate it into the different functions you will perform4 ,the mere fact that the job has a great many parts will be effective in impressing him with the idea that it is worth more pay4 ,then you can take each part or function of your job and show it as a whole opportunity4 ,for instance1 if you are a correspondent1 you might demonstrate just how letters of different length could be spaced on the stationery to develop a uniformly artistic impression that would help to get more business by mail4 ,all your imaginative powers can be made to work together to accomplish the one certain result you desire4 ,constructive imagination is always characterized by a definite purpose1 which never is lost sight of until the image is complete4 ,sidenote3 ,friendly ,courage ,thousands of men have failed1 after getting right up to the door of opportunity1 because they had to turn away in order to screw up their courage4 ,no one can hope to succeed if he lacks the quality of bravery necessary to gain chances4 ,true bravery is not cockiness or swaggering4 ,it is simply a kindly self-confidence that makes no impression of a threat to others1 and gives no suggestion that the man who has it feels there is the slightest reason for being afraid of anybody else4 ,sidenote3 ,no ,one ,to ,fear ,really1 if you have planned just how to approach each prospect with a true service purpose1 there is no one in the world you need to fear4 ,lack of courage is usually due to lack of preparation for what might be anticipated4 ,sometimes a man is fearful of another because of his own consciousness that he has come to that other man principally for the purpose of taking something away from him4 ,this consciousness causes a guilty feeling1 which undermines courage4 ,if through imaginative planning you know in advance about what to expect1 and if you feel your intentions toward your prospect are absolutely square1 you will not be afraid to seek your chance anywhere4 ,your courage will not ooze4 ,sidenote3 ,right is ,might ,true courage is based on a permanent consciousness of right feeling and thinking1 coupled with the sense of power that is expressed in the maxim1 ,right is might4 ,such courage can be developed by the discriminative-restrictive process with absolute certainty1 as is explained in the companion book1 ,the ,selling ,process4 ,sidenote3 ,big ,mental ,outlook ,our study of plans of approach would be incomplete without emphasizing the prime necessity for a big mental outlook4 ,to assure your success in gaining the chances you want it is necessary that you vision imaginary situations of the future and fit into them the facts you know now or may be able to learn4 ,however1 you cannot develop maximum skill in gaining your chances if you are unable to learn anything except through personal experience4 ,personal experience is valuable1 no doubt4 ,but you must develop the ability to think out the significance of other men's experiences1 and must be capable of applying what you learn to your own imaginary use4 ,the big view-point1 the ability to learn from observation as well as from experience1 will develop in you broad and varied conceptions of other men4 ,it will make you tolerant of characteristics that differ widely from your own4 ,you will respect the view-point of the other fellow1 and will recognize that he may be perfectly fair in his attitude and opinions1 however widely he may differ from your ideas4 ,your big mental outlook should make you feel friendly toward him as your prospect1 and you can make the approach of courage that is friendly4 ,sidenote3 ,the ,sentry ,and the ,password ,perhaps you will meet opposition to your entrance when you come to gain your chance4 ,it is likely that some sentry in the outer office of your prospect1 or the sentry of his own mind when you reach his presence1 may halt you at the portal of opportunity with the challenge1 ,who goes there8 ,your answer should be spoken confidently1 ,a friend4 ,the test will then be made by the sentry1 ,advance1 friend1 and give the countersign4 ,the secret pass-word to ,opportunity is1 ,service4 ,prove you know the countersign1 speak it with courage1 and you will find yourself no longer an object of suspicion1 no longer regarded as a possible enemy4 ,you have nothing to fear if you plan to approach your prospect as a true friend who has come with a carefully thought out1 intelligent offer of service that he lacks4 ,,chapter ,,vii ,knowledge of ,other ,men ,sidenote3 ,unlocking ,the ,other ,man's ,heart ,and ,mind ,we have seen how you can make certain of gaining your introductory chance4 ,now we are to consider the first step in the most effective use of this opportunity to begin building your own success4 ,let us say that you have chosen a particular man as the sort of employer with whom you want to work4 ,your prospecting has convinced you that in his business you have found the right market for your present services and a promising field for the future big success you are ambitious to achieve4 ,therefore you wish to sell him a true idea of your best capabilities4 ,we will assume that you have passed the threshold of his private office1 but your object in calling upon him has not yet entered his thoughts and feelings4 ,before you state the ideas and service intention you have brought1 make certain of the best possible reception from him4 ,you need to take every practicable precaution against being rebuffed4 ,you want to assure yourself of a welcome4 ,having gained this chance to start the sale of your capabilities1 it is of vital importance not to take the next step in the selling process blindly1 lest you stumble4 ,hence you should size up the other man before you announce your purpose in calling4 ,what you may learn from reading his character correctly will help you to gain admittance into his mind for your ideas4 ,it should assure a welcome from his heart for your sincere desire to serve him4 ,sidenote3 ,skeleton ,key ,unavailing ,golden opportunities to succeed in a particular business cannot be unlocked with a skeleton key of knowledge about human nature4 ,knowledge of all men supplies merely the shaft and general shape of the key blank1 which must then be notched and filed to fit the characteristics of the individual whose mind and heart you wish to open for the admission of your ideas and feelings4 ,unless you can get into that one mind and that one heart with your service purpose1 you will be shut out from the opportunity you want4 ,it is important that you know the traits of men in general1 of course4 ,such knowledge1 however1 should be supplemented by a specific and true conception of the particular man through whom you hope to reach your chance to succeed4 ,do not confuse in your present thoughts the process of prospecting the characteristics of a man before meeting him1 with the later process of sizing him up at the time of the interview4 ,it is highly important to accumulate in advance as much knowledge as possible of your prospect's individual traits4 ,but what you learned about your chosen future employer before you gained the chance to present your ideas to him in his office should be used merely as a guide in sizing him up on the spot4 ,sidenote3 ,stop1 ,look1 ,listen ,take nothing for granted now4 ,through your personal1 specific observation either confirm or disprove every item of information that has come to you from other people previous to meeting this man face to face4 ,your informants may or may not have had correct conceptions of his characteristics4 ,it would be unwise1 even unsafe1 for you to rely implicitly on their judgment of him4 ,you need to be certain you know him as he really is2 so that you can present your purpose with the confidence a skilled salesman feels when he is sure he understands the principal traits of the prospect he is addressing4 ,in reaching this man you have gained your first chance4 ,you cannot afford to risk losing it by haste4 ,do not advance farther in the selling process until you have made certain of the ground you are to tread4 ,it is very bad salesmanship to begin introducing ideas and feelings to a mind and heart that are unknown to you except from hearsay4 ,but1 you say1 ,i'm not a mind reader4 ,and ,i can't look into another man's heart4 ,true4 ,yet you should be able to read the signs of his thoughts2 which he manifests in his words1 tones1 and acts4 ,and you need not see into his heart to know what it contains2 since fundamentally all men are much alike at heart4 ,just look clearly into your own heart at its best4 ,you will find there the basic emotions and feelings that civilized men have in common everywhere4 ,sidenote3 ,character ,analysis by ,types ,not ,reliable ,character analysis by types is unreliable4 ,i believe as little in phrenology as in palm-reading4 ,i have directed thousands of men in business4 ,personal experience has proved to me that the permanent structure of a particular human body is not an invariably true index to the characteristics of the inner1 or ego man who owns that body4 ,he has had no control over the color of his hair or eyes4 ,he cannot reshape the bones of his face1 nor alter the bumps on his head4 ,to believe that such permanent structural details of the natural outer man determine or denote the peculiar aptitudes of the inner man is to credit the exploded doctrine of fore-ordination4 ,therefore1 when you have gained the chance to present your capabilities for sale to a chosen prospect with whom you believe you will have the best opportunities to succeed1 and when you are swiftly shaping your presentation plans to fit his personality1 don't size up merely the factors of his make-up with which he was born4 ,you will be apt to mistake his true character if you have come to his office with the delusion that the blonde type of man is fundamentally different in nature from the brunette type4 ,get out of your head any misconception that a man is foredoomed to practically certain failure in a particular career because he has a big nose1 sloping brow1 and receding chin2 and that another man with a snub nose1 bulging forehead1 and protruding jaw is destined almost surely to succeed if he selects a certain vocation4 ,no mind man with a normal1 healthy body is limited in his possibilities of success by being born with red1 or black1 or tow hair2 or because the bones of his head happen to be shaped in a particular way4 ,the ego is the master1 not the slave1 of the body4 ,sidenote3 ,true ,signs of ,character ,the true signs of character are to be read only in the words1 tones1 and movements of a man--and in his muscle structure as he has developed it or has left it undeveloped4 ,we already have seen in a previous chapter how a mind center and its co-ordinated set of muscles develop each other4 ,so the positive characteristics of the inner man are revealed clearly by the muscle structure built up by his habits of thinking and feeling and action4 ,on the other hand1 his deficiency in certain mental and emotional development is indicated negatively by his lack of the muscle structure that naturally would be co-ordinate with such development4 ,the relation of muscular development to mental development1 as explained in an earlier chapter1 suggests the one sure way to judge a man's habits of thinking4 ,observe discriminatingly his various muscle structures1 and his muscle activities in detail4 ,the development of certain sets of muscles proves a co-ordinate development of the mind centers most directly connected with these muscle structures4 ,similarly the mental action of a man is indicated by his physical manifestations with his muscles in movements4 ,hence if you learn to read the mental significance of particular muscle structures and of particular muscle actions1 you will be able to size up both the habits of thought 7individual characteristics7 of a man1 and what he happens to be thinking at the time you come to present your services or ideas for sale4 ,sidenote3 ,recapitulation ,before going on with our study of the subject of this chapter1 let us summarize the preceding pages to make sure that we know thoroughly the somewhat difficult but very important ground we have gone over thus far4 ,you chose a certain man as your prospective employer because you believe that if you succeed in associating yourself with him you will have the best opportunities to achieve your ambition4 ,you are now standing in his presence4 ,you need to size up his true character quickly in order that you may be sure of presenting your capabilities in the particular way that is likely to be most effective with him4 ,you wish to impress this one man with right ideas of your qualities and their value4 ,you want him to perceive that he lacks and requires just such services as you purpose to offer for sale4 ,you realize it is unsafe for you to jump at conclusions about his characteristics4 ,you pause briefly to size him up before presenting your proposition1 rather than to proceed blindly in ignorance of his habits of thought1 and with no clue to what he happens to be thinking at the time you call4 ,you must know all it is possible to find out on the spot regarding him4 ,sidenote3 ,what ,has ,he ,done with ,his ,birthright8 ,you cannot be certain of his characteristics if you judge him solely by what ,nature forced on him4 ,but you can be absolutely sure if you size him up by observing what he has done with his birthright1 and if you are then able to interpret correctly what you perceive4 ,your prospect has had nothing to do with the shape and size of his head4 ,his fair or dark complexion is inherited4 ,he is utterly unable to control the color of his hair or eyes4 ,his muscle structure1 however1 is a development that he has accomplished himself4 ,if he has a firm jaw1 the jaw muscles1 not the jaw bone1 signify the characteristics of a firm mentality4 ,judge the physical man he has made by his habits of living under the government of his mind4 ,disregard such physical details of his appearance as he cannot help4 ,the made man is the true image of the ego4 ,it is this ego of your prospective employer you need to know1 for your chance to succeed in your purpose with him depends on the inner man you must convince and persuade4 ,therefore restrict your size-up to the discriminative observation of the muscle signs of his mind habits and mind actions4 ,sidenote3 ,recall ,burbank ,method ,recall now1 or re-read the second chapter of this book4 ,there you studied the principles of restrictive-discriminative growth--the ,burbank method of developing selected qualities of manhood4 ,that chapter related to your cultivation of particular characteristics within yourself4 ,the same principles will guide you with equal certainty in acquiring knowledge of other men4 ,every mental characteristic of your prospect about which you need to know has physical indications that can be perceived1 and translated into certain knowledge of details of his character4 ,you have studied the co-relation of your mind and body in mutual development4 ,you may be sure that similar processes of development have produced like effects in the case of the man you have come to see4 ,you know exactly how to grow particular qualities within yourself1 by using your muscles to develop corresponding mind centers and vice versa4 ,you can read another man's mind by observing his muscle structure and muscle action1 and by then interpreting the mental significance of what you perceive4 ,sidenote3 ,men are ,alike ,at ,heart1 ,but ,differ in ,mind ,to repeat and emphasize again what already has been said about knowing the heart of another man--you need but look into your own breast to find there the finest basic characteristics of the human heart in general4 ,as ,kipling wrote1 ,the ,colonel's lady and ,judy ,o',grady are sisters under their skins4 ,all men are fundamentally alike at the bottoms of their hearts1 however much they may differ in the individual traits they have grafted upon their common root of human nature4 ,so when you are sizing up your prospect1 you should comprehend that the most effective way to get to his heart is through such an appeal as would reach the heart of every man4 ,know your own heart surely1 then1 in order to be certain of knowing his4 ,all human hearts respond similarly to manifestations of courage1 nobility1 love1 faith1 honor1 and the like4 ,we laugh and cry at the same humor and pathos4 ,our feelings are closely akin4 ,we differ from one another only in our minds4 ,our individual1 acquired habits of thought affect but the degrees of our several heart responses to the gamut of fundamental emotional appeals4 ,sidenote3 ,exhaustive ,prolonged ,analysis ,unnecessary ,knowledge of another man1 then1 involves first1 comprehension that he is like every other man in his emotions1 and unlike all other men in the way he thinks4 ,to a trained observer his habits of thought are clearly indicated by his muscle structure and muscle action4 ,exhaustive prolonged analysis is unnecessary4 ,you can learn to read quickly the mental significance of the comparatively small number of details of muscle structure and action that constitute a fairly complete index to his character4 ,then you will be able to judge with certainty practically all the traits of which you need to be sure in order to make the most effective presentation of your services for sale to this particular man4 ,sidenote3 ,value of ,size-up ,the value of such a dependable size-up can scarcely be over-estimated4 ,it is not easy to gain the initial chance to present your capabilities to the one man with whom you have chosen to be associated4 ,but it would be tremendously harder to win a second opportunity to sell your services after failing the first time4 ,by sizing him up aright while you are presenting your qualifications for his consideration1 you will be able to avoid making unfavorable impressions4 ,you can also adapt your salesmanship to creating the best possible impression of your capabilities and their fitness to his 99especial needs994 ,sidenote3 ,the ,gruff ,reception ,sometimes a man seeking to gain the big chance that he believes would open the door to success fails to secure his opportunity because he is disconcerted by a gruff reception that he misconstrues as personal to him4 ,he wrongly interprets natural self-defense as a sign of habitual crabbedness4 ,a big man often thinks he is hunted by people who want to make him the prey of their own purposes4 ,the employer you have chosen as the means of reaching the goal of your ambition may feel suspicious of your object in approaching him4 ,he is likely to assume an attitude of extreme reserve1 or even of icy indifference4 ,possibly his manner will be curt and sharp4 ,size up such a reception as just his way of protecting himself against impositions4 ,his treatment of you is merely a superficial manifestation of the instinct for self-preservation4 ,it indicates nothing more than that he is wary of any one who calls on him with an unknown purpose4 ,his object in being cold or brusque is to get rid of people who might annoy him or waste his time4 ,he would not assume his repelling pose if he knew you had come with a purpose of true service1 after full preparation of yourself and your selling plans to interest him4 ,though he does not realize it yet1 you will neither pester him nor fritter away his precious minutes4 ,sidenote3 ,melting ,ice ,and ,smoothing ,roughness ,therefore if your size-up convinces you that the cold1 brusque manner is only assumed1 you need not deal with it as if it were characteristic4 ,it indicates no more than the habit of wariness4 ,you should proceed confidently with your selling process1 undeterred by the bearing of your prospect4 ,do not attempt to mollify his assumed harshness4 ,it will take but a few moments for you to sell him the idea that you have brought him something he really needs4 ,when he first glimpses your service purpose1 his icy pose will begin to melt and his rough tones will be smoothed4 ,a great public-utility corporation with thousands of branch offices throughout the ,united ,states had as its purchasing agent for many years an old gorgon4 ,he was a holy terror to new salesmen1 but became a staunch customer when once his confidence was deservedly gained4 ,and every employee in the office of this tartar loved him for his true kindness of heart4 ,sidenote3 ,don't ,flinch ,or ,retreat ,you may have occasion to call on such an eccentric big man4 ,if you are rebuffed fiercely1 don't let it get your goat4 ,he can have no possible reason for disliking you personally1 especially before he comprehends your purpose in coming to him4 ,so disregard his ferocious pose4 ,though he may treat you as an unwelcome intruder1 proceed calmly to the statement of your business4 ,you know that your intention to render him a true service justifies you in taking his time4 ,therefore his assumed fierce manner should be powerless to disconcert you4 ,do not retreat from a chosen prospective employer2 do not even flinch from him1 however ill-tempered and repellant he may appear4 ,you cannot possibly lose so much by standing your ground as you would forfeit by running away from this chance to demonstrate your salesmanship4 ,countless thousands of men have failed because at the first sign of antagonism they surrendered even more than they might have lost if they had been utterly beaten after the hardest kind of a fight for victory4 ,they gave up without a struggle1 not only all their chances for success1 but their self-respect as well4 ,suppose the man you have selected as your future employer does snap at you viciously when you call on him2 his ferocity signifies no more than that you must approach and handle him carefully4 ,your prospecting and your size-up should have convinced you that he is not in fact the crab he tries to appear4 ,real1 thorough cranks are so rare they can be considered as non-existent4 ,it is safe to conclude that any man who acts as if he were sore all the way through all the time is just acting4 ,ignore the irrascibility of the ,everett ,trues you meet4 ,superficial1 assumed indications will not help you to comprehend the inner man you want to influence4 ,restrict your size-up to the signs of that inner man4 ,while the old gorgon you face is brow-beating you1 he may be planning in the back of his head an act of gentle kindness to some one4 ,if he is habitually kind1 there will be physical indications of that characteristic2 in his tones and acts if not in his words4 ,look for these signs beneath his harsh manner1 which is merely a disguise he has put on4 ,everett ,true behaves like a domineering tyrant1 but he really is characterized by an acute sensitiveness to what is right and just4 ,sidenote3 ,judge ,by ,unconscious ,appearance ,and ,actions ,when sizing up a man1 depend principally upon details of his appearance and actions4 ,translate whatever you see or hear into definite discriminative judgments regarding him4 ,his muscle structure and movements indicate certain traits4 ,of course you should also observe and size up the significance of the words and tones he uses4 ,but a man employs his speech with the conscious intention of making impressions4 ,therefore it is not safe to rely on a size-up based on what he says4 ,your prospect may be using his words and tones to hide1 rather than to reveal1 his inner self4 ,however1 if you know how to separate and classify details of muscle structure and action1 you can depend safely on specific conclusions based on these indications4 ,the muscle structure of a man is the result of his habits of living1 or of his predominant characteristics4 ,he builds it up unconsciously and is unable to disguise it4 ,it can be interpreted as certain proof that he has particular traits4 ,most of his movements1 too1 are made without his realizing exactly what they denote of his character and present thoughts4 ,he just acts natural4 ,therefore if you read indications of the inner man by analytically observing his physique and actions1 you will gain reliable information about him4 ,he will not know that he is revealing his traits and what he is thinking4 ,sidenote3 ,your ,opinions ,about ,people ,from your earliest childhood to this moment you have been forming first-hand opinions of other people by observing and interpreting their words1 tones1 and movements4 ,sizing up men is not a new process to you4 ,but in order to be a certainly successful salesman of yourself you should observe more intelligently and discriminatively hereafter4 ,instead of making up your mind about people without knowing just how or why you arrive at your judgments1 classify your intuitions scientifically4 ,know the reasons for your opinions4 ,you can be sure about the conclusions you reach as a result of your specific1 exact observation of details4 ,the study and analysis of words1 tones1 and acts1 coupled with a little painstaking practice1 will make you an expert judge of other men4 ,sidenote3 ,study ,character ,unobserved ,do not seem to make an effort to observe the person you are sizing up1 for that would impress him disagreeably4 ,without indicating that you are watching him1 mentally note and interpret his muscle structure1 his manner of speaking1 his gestures1 the rate of his physical activity1 the way his actions respond to his ideas1 the type and tensity of his movements4 ,each item you analyze and translate should indicate to you clearly some fact about the inner man4 ,of course you will not be able to read your prospect thoroughly in the first few moments after you meet him4 ,it is possible to make only a partial size-up then4 ,no one would reveal all his characteristics in such a brief time4 ,but each indication you perceive and interpret correctly will aid you to attribute to him certain other1 related traits4 ,for instance1 if the actions of a man indicate the characteristic of evasion1 you may judge safely that he lacks courage1 the highest sense of honor1 some of the elements of perfect squareness and trustworthiness4 ,if he has a habit of under-estimating or knocking1 and manifests this characteristic in something he says or does1 you may feel certain he is not an idealist4 ,he is likely to be pretty practical in his views1 and cannot be won by appeals to rosy visions4 ,sidenote3 ,elements of ,character are ,consistent ,analysis of a man's true character usually shows that its elements are thoroughly consistent4 ,a human being is not a bundle of contradictions1 but an aggregation of likenesses4 ,every man differs from every other man2 yet1 generally speaking1 one element of his character is not apt to differ radically from another detail of himself4 ,there are exceptions1 but in most cases the seeming contradictions in an individual are only apparent opposites4 ,supposed inconsistencies cause surprise because the true fundamental traits of the person observed are not discerned4 ,the outer man often seems to contradict himself4 ,but nearly always the inner man is consistent in his various characteristics4 ,this is the reason why your size-up should be restricted to discriminative observation of indications of the ego4 ,sidenote3 ,application of ,theory ,perhaps you have been thinking1 ,the theory seems to be all right1 but exactly how is it applied8 ,so we shall turn our attention next to specific details of sizing up the characteristics of the inner man4 ,we shall see just how his thoughts and feelings may be discerned at a particular time4 ,we assumed previously that you have called upon the man to whom you want to sell your services4 ,you believe the way to your success lies through association with him4 ,your faculties of observation should be trained to size up at a glance whatever traits are suggested by his bearing1 his clothes1 his manner1 his actions1 his surroundings4 ,whether he is standing or sitting1 it is possible for you to perceive and interpret his pose and poise4 ,you can learn much from his walk if he steps forward to greet you4 ,his handshake may tell volumes about his true character4 ,the different ways that men clasp palms are especially significant of their individual traits4 ,you should have a scientific knowledge of handshakes4 ,sidenote3 ,traits ,suggested ,by ,nods ,should your prospect merely nod on your entrance1 note discriminatively the movement he makes4 ,there are many kinds of nods4 ,the quick1 sharp tipping of the head indicates unhesitating1 clean-cut decisions4 ,such judgments on the spur of the moment are not always right1 but they are apt to be pretty conclusive4 ,irregular1 jerky nods are signs of irritability1 of rash or very impulsive decisions1 and often of unreasoning prejudice4 ,the nod made directly forward signifies frankness1 dignity1 and straight thinking4 ,the tilting of the head a little to one side suggests a habit of indirectness and a tendency to stall4 ,sidenote3 ,learn to ,analyze ,smiles ,how much of a man's character is illumined by his smile6 ,ability to analyze smiles correctly will enable you to size up the dissembled traits of character behind the false smile4 ,such analytical ability will also show you how to turn to your best advantage the smile of true friendliness4 ,it is possible to judge from the physical aspect1 from the facial expressions1 from the movements1 and from the voice of a man whether he is nervous or phlegmatic1 active or passive1 healthy or lacking in vigor and strength4 ,a skillful size-up will determine that he is either eccentric or well balanced mentally1 that he is thrifty or extravagant1 that he is disposed to take comprehensive views or is inclined to give undue attention to trifles and details4 ,he will indicate to a keen observer real intellect or mere intelligence4 ,his emotions also may be read4 ,he reveals himself as generous or selfish2 as an optimist or as a skeptic4 ,he shows that he is responsive to heart appeals or is hard hearted1 moral or immoral1 artistic or lacking in appreciation of art1 cultured or boorish4 ,sidenote3 ,discriminative ,restrictive ,process ,to know the significance of your prospect's different words1 tones1 and movements--the only means he has for the expression of his ideas and feelings1 just apply to his case whatever you have learned in studying yourself4 ,adapt your previous discriminative knowledge to the prospect you are sizing up4 ,restrict your conclusions about him to the significance of details you observe in his appearance1 actions1 and speech4 ,after considerable practice in sizing up you will become familiar with the indications of many different traits4 ,but in most cases it will be sufficient if you can observe swiftly and interpret in a flash only a few of the commonest character signs4 ,we will touch briefly upon some of these4 ,sidenote3 ,facial ,muscles ,tense jaw muscles1 whether large or small1 denote the characteristic of persistence4 ,but loose1 flabby cheek muscles do not necessarily prove the habit of over-eating1 or of sensuality4 ,they may mean that the man who has them does not habitually allow his feelings to show in his face4 ,when the muscles of facial expression are flabby they prove only that they are slightly used4 ,therefore when you encounter a man with loose cheeks read his characteristics from other muscle-structure signs1 and from his actions4 ,do not misjudge the heavy face as a sign of grossness4 ,sidenote3 ,courage ,and ,bluff ,if a man holds his head up easily1 and moves it in this upright position without stiffness or effort1 you may be sure his back neck and shoulder muscles are strongly developed4 ,such strong development suggests that he is courageous1 for these muscles are directly co-ordinated with the mind center of bravery4 ,therefore the head and shoulders easily held back and up2 not a high chest1 signify courage4 ,the bulging chest often indicates no more than pouter-pigeon bluff temporarily put on4 ,sidenote3 ,indications ,of ,intellect ,and ,power ,a man's high chest1 however1 is a sign that his predominant characteristics are intellectual2 because his chest has been developed by the student's habit of upper-lung breathing4 ,the nerves running from the upper part of the lungs are directly connected with the brain centers of intellect4 ,on the contrary the nerves that lead from the lower portions of the lungs center first in the plexus through which are manifested the vital emotions and the emotions of sex4 ,hence the man who breathes deeply by habit indicates a great deal of vitality and has marked he-man traits4 ,he is not of the intellectual type so markedly as he is a man of power4 ,the man who breathes only from the upper part of his lungs is not a man of power1 but may have a fine intellect4 ,sidenote3 ,significance ,of ,postures ,the postures of the body are significant of characteristics4 ,if your prospect stands with his feet wide apart and his arms folded conspicuously across his high-held chest1 he probably has a habit of bluffing4 ,his widely spread feet indicate that he has to prop himself in that physical posture2 so it is unnatural to him4 ,similarly he has had to prop himself in his mental posture4 ,push your ideas hard and he will lose his mental balance2 just as he would lose his physical balance if you were to jolt him4 ,he is obliged to prop himself4 ,he is bluffing4 ,you can make him quit4 ,the folded arms and expanded chest of the bluffer mean no more than the high-arched back of a cat4 ,stroke ,tom soothingly1 and he stops bristling4 ,stroke the human bluffer tactfully with persuasion1 and he will not act pugnacious for long4 ,sidenote3 ,the ,balanced ,body ,but if1 when making a statement1 your prospect stands or walks about easily with his feet close together2 if he balances his body without difficulty or artificial postures--it is certain that he has a good deal of determination in his make-up4 ,you cannot influence him to change his mind by making emotional appeals to him4 ,in order to secure the favorable decision of such a man1 you will need to use the most conclusive1 solid evidence of your capabilities4 ,sidenote3 ,wavering ,minds ,suppose your prospect shifts his feet continually and rather jerkily4 ,while you are talking with him1 he frequently changes his weight from one foot to the other4 ,he is suggesting that he has little confidence in his own judgment1 that he is not sure of his own thoughts4 ,take the lead strongly with such a man4 ,do his thinking for him4 ,it is up to you to bring his vacillating mind to definite conclusions1 following your lead4 ,first make it clear to him that your proposal is really to his interest4 ,then proceed with a manner of absolute assurance1 as if you did not question his doing what you wish4 ,with your skillful salesmanship you can stop his wavering and induce him to act as you indicate4 ,sidenote3 ,quick ,thinkers ,the rate of one's muscular activity is directly associated with the rate of one's mental activity4 ,the man who moves slowly by habit is also a plodder in his thoughts4 ,on the contrary1 quick actions indicate quick thinking2 which1 however1 may be mistaken4 ,only the quick motion that is under perfect control suggests an unerring conclusion reached swiftly4 ,the man who snatches up a pencil with sure fingers1 and without fumbling it begins to write at once1 demonstrates that he has an electrically fast mind perfectly harnessed to his purpose4 ,when another man reaches swiftly for a pencil but misses his sure grasp at the first attempt2 or when the dash of his hand to the paper is followed by a momentary delay for adjustment of the pencil in his fingers or by hesitation before he begins to write1 he denotes mere impulsiveness4 ,sidenote3 ,self-,control ,sometimes a quick thinker will purposely develop the habit of making very deliberate motions4 ,this trait is the result of his determined repression of a recognized inclination to act on impulse4 ,he has accomplished perfect self-control in order to guard against the danger of making up his mind too quickly on his first thoughts4 ,but his slowed-down movements will be so precise and certain as to indicate his characteristic of self-control and that his mind has moved in advance of his acts4 ,if you have occasion to size up such a man1 you should perceive that the movements of his muscles do not correspond with the rate of his mental activity1 as a superficial observer might mistakenly conclude4 ,if your prospect sits or stands immobile2 or if his actions give no indication of what he is thinking1 watch his eyes and his facial muscles of expression4 ,eyes that fairly dart from one object to another1 expressions that flash on and off the face2 prove swift mental activity1 no matter how quietly the body may be held4 ,for instance1 a strong1 quick thinker may have his muscles under such perfect control that he will pick up a pencil very deliberately because he has trained himself to repress his impulses4 ,but when he has finished using the pencil1 he will drop it cleanly and not let it slip slowly from his fingers4 ,his self-training in precaution applies only to what he does before acting on a purpose4 ,the moment he is done writing1 he also is done with the pencil4 ,his hand does not linger with it over the paper4 ,unconsciously his characteristic quickness manifests itself in his inclination to get rid at once of the tool he has finished using4 ,sidenote3 ,tightened ,thoughts ,any indication of muscular tensity suggests a tightening of the mind on thoughts4 ,it is often a sign of mental resistance or of persistency4 ,if1 when talking to a man you observe that his muscles seem taut1 avoid forcing the idea you want him to accept1 for his mind is opposing it strongly just then4 ,perhaps he has a persistent thought of his own1 at variance with yours4 ,either give him a chance to express his idea in words1 so you can dispose of it1 or switch him away from it by changing the trend of the conversation4 ,when you perceive that his muscles are normally relaxed1 you may safely return to the postponed point4 ,you will encounter lessened mental resistance4 ,very likely he will then have no impulse to persist in the thought he previously had fixed in his mind4 ,sidenote3 ,what a ,man's ,walk ,shows ,note how your prospect walks forward to meet you1 or how he moves about his office4 ,if his stride is long and free and easy1 it proves that the back muscles of his thighs are strong4 ,those muscles function in direct co-ordination with the mental action of willing4 ,therefore when a man walks easily with a long1 free stride he indicates that he has a strong will4 ,he may be sized up confidently as a fighter for his rights1 as a man with a great deal of resolution once he makes up his mind4 ,sidenote3 ,determine ,mental ,speed ,it is very important when sizing up a man to determine the degree of his mental speed4 ,if you have brought your best capabilities for sale to a prospective employer1 you need to know whether or not he is getting clearly all the ideas you present4 ,it is necessary for you to make sure on the one hand that you are not presenting ideas too fast for his mind to comprehend each point fully4 ,on the other hand1 you wish to avoid harping on details after he understands them4 ,it will aid you very much in your salesmanship if you know just how quickly the mind of your prospect acts4 ,there is no better way to find out than by noting the speed of his muscle response to test ideas4 ,since the rate of muscle activity is directly indicative of the rate of mental activity1 you can often learn from observing the movements of your prospect how quickly his mind takes in points you state or suggest4 ,you might test him by asking that he write a name or set down some figures you give him4 ,if without hesitation he reaches for a pencil1 you may be sure his mind responds quickly to your ideas4 ,but should there be a moment or two of delay before he picks up the pencil1 his slower physical response to your request is to be read as an indication that his mind does not grasp ideas at once4 ,sidenote3 ,keep ,mental ,pace ,after making your size-up of the degree of his mental speed1 you can govern your presentation by what you have learned4 ,if you are dealing with a mind that acts slowly1 give your prospect plenty of time to get each idea you want to impress upon him4 ,but proceed briskly from point to point with the man whose mind grasps ideas instantly4 ,you would make a poor impression on him were you to go at a lagging pace4 ,it is not necessary1 however1 to make special or artificial tests to learn how quickly your ideas are being grasped4 ,observe the facial expressions of your prospect1 which will indicate how soon your thought is appreciated after it is presented4 ,should you say something with a touch of humor1 the time it takes him to smile or twinkle his eyes will measure the speed of his mind in catching ideas4 ,sidenote3 ,head and ,eye ,movements ,the movements of the head and of the eyes1 according to which are predominant in the case of an individual1 tell much of his character4 ,the villain on the stage habitually looks out of the corners of his eyes4 ,so does the mischievous ingenue4 ,but the hero turns his whole head when he looks about4 ,and the look of innocence in the eyes of the heroine is straightforward2 her head is pointed directly in line with her gaze4 ,apply the principle in your salesmanship4 ,when you observe a man who turns his head freely and easily for a square look at a person who comes into his presence1 size him up as one who is not afraid to face either facts or people4 ,if you note that another prospect glances obliquely at persons or objects1 or that he habitually turns his eyes to one side or the other while keeping his head still1 judge him to lack the characteristic of frankness4 ,he is likely to be evasive and shifty in his dealings4 ,perhaps the sign you have perceived indicates no more than that your prospect is stalling4 ,it is evidence1 nevertheless1 that his mind is not meeting your ideas squarely4 ,you will need to compel his attention to come back to your point1 time and again perhaps4 ,sidenote3 ,strength ,of ,mind ,the full-arm movement denotes strength1 and bigness of conceptions4 ,a mere wrist gesture suggests littleness1 flippancy1 weak traits4 ,similarly if a man walks from his hips1 he suggests the characteristic of strong personal opinion4 ,if he walks principally from the knees1 or over-uses his ankles and minces along1 he indicates that his mind is not certain and that he holds his opinions weakly4 ,a straight gesture denotes pure mentality4 ,a single-curved movement indicates some emotion1 rather than only a thought4 ,action in a double curve suggests power behind the expression4 ,sidenote3 ,honor and ,straightforwardness ,a gesture outward from the chest and on the same level denotes the qualities of honor and straightforwardness4 ,if your prospect makes such a motion in response to some idea you present1 he is thinking on the same man-level as yourself--he is treating you as his equal4 ,a characteristic movement of the arm above the shoulders signifies vivid imagination1 or impracticability4 ,it may be read as an indication of lightness of character or of a tendency to go off on a tangent4 ,conversely1 gestures outward from the lower part of the body denote power1 or an inclination to depreciate values4 ,sidenote3 ,selfishness ,if a man gestures toward himself1 he indicates limited conceptions1 or selfishness1 with a tendency to materialize everything4 ,movements in any direction away from the trunk of the body and on its level denote assertiveness1 sincerity1 creative ability1 or willingness to cooperate in thought4 ,sidenote3 ,affirmation ,and ,denial ,vertical movements suggest the life of ideas1 and symbolize affirmation4 ,horizontal gestures accompany the denial of ideas and the death of interest4 ,the diagonal upward curve indicates idealism4 ,a similar curve downward is a sign that an idea presented to the imagination is concretely realized4 ,sidenote3 ,frankness and ,dodging ,the person who gestures directly in front of himself proves he is willing to meet you face to face regarding the idea presented4 ,but when a man gestures slightly to one side or the other1 he is not dodging4 ,his movement denotes only that he is thinking seriously4 ,however1 if you present ideas to a man who gestures far to the right or left1 you may feel certain that he is not giving his thoughts in harmony with yours1 but probably is trying to get your ideas out of his mind4 ,sidenote3 ,study ,tones ,while we have emphasized that muscular indications are of principal importance in making a certain size-up1 the tones and words of the prospect should not be altogether neglected4 ,often a man will unintentionally reveal in his tones the very things he means his words to conceal4 ,you would not depend on the words of a person if they were contradicted by his acts and tones4 ,mental1 emotive1 and power characteristics are signified by various tone pitches4 ,the degree of a man's determination and his persistence in thought are denoted by the number of tone units he habitually employs when speaking4 ,the genuineness of a statement is suggested or disproved by the tone intervals in the statement4 ,yes spoken in one unit without inflection means unqualified assent4 ,y-es in two tones may mean doubtful assent1 or false agreement1 or even a contradiction4 ,the middle-of-the-mouth tone proves a well balanced mind1 in contrast with the unreliable mind that is denoted by the lip tone1 and the secretive mind which is suggested by the tone that comes from far back in the mouth4 ,in a five minute conversation an alert observer who has studied a few of the elemental principles of tone analysis can size up a great many of the most pronounced characteristics of a prospect4 ,sidenote3 ,don't ,offend ,by ,scrutiny ,it is better to make no size-up at all than to strain in observing the other man and make him aware of your close scrutiny4 ,such an inartistic size-up impresses a prospect disagreeably4 ,he feels that you are prying into his personal characteristics4 ,therefore teach yourself to observe without seeming to look closely at the object of your size-up4 ,learn to observe unobserved2 especially to perceive details without looking sharply4 ,your eyes and ears can take in specific points about your prospect without making their keen activity apparent4 ,sidenote3 ,two ,parts of ,sizing-up ,process ,when you have learned how to see and hear many details clearly at the same time1 unsuspected by your prospect1 you will be a master of the first essential of skillful character reading4 ,the second necessary element of proficiency in sizing up men is the relation or association of each detail observed1 with the particular characteristic it denotes4 ,to begin with1 perceive points about your prospect4 ,then ask yourself about each1 ,what does this mean8 ,sidenote3 ,practice ,makes ,perfect ,of course you will not become an expert judge of other men at once4 ,but get the habit of seeing and hearing specific indications of characteristics wherever you go4 ,you will soon find that your mind has been opened to new1 clear ideas of people4 ,it is possible for anyone to become a mind reader4 ,it is necessary only to note and think out the meaning of character signs and thoughts4 ,trained specific observation will read and interpret these signs4 ,when you become skillful in sizing up other men1 this art will help you very much in gaining the best possible receptions everywhere you go4 ,also1 if you are able to read your prospect's thoughts and character1 you can avoid antagonizing his ideas4 ,sidenote3 ,remove ,unnecessary ,difficulties ,gain knowledge of other men in order to make it easy to sell them true ideas of your best capabilities4 ,it is not hard to succeed if you take the unnecessary difficulties out of the process of gaining your chances4 ,,chapter ,,viii ,the ,knock ,at ,the ,door ,of ,opportunity and ,the ,invitation ,to ,come ,in ,sidenote3 ,selling is ,not a ,mechanical ,process ,the process of selling ideas comprises several steps1 part or all of which the salesman may need to take in order to close a particular sale successfully4 ,in our study we are considering step after step in regular order1 but the actual selling process cannot be reduced to such exactitude and routine4 ,before we begin our analysis of this presentation step1 it should be clearly understood that success in selling ideas is not achieved by going through a machine-like process4 ,we follow a regular sequence in these chapters1 but it is unlikely that you will ever complete a sale of your services by taking the various steps of the selling process in the precise order of our study4 ,sidenote3 ,be a ,fully ,equipped ,salesman ,you may need to use them all in order to succeed in a specific instance4 ,again1 without taking many of the steps here analyzed1 you might be able to gain the success opportunity you most desire4 ,the object of this book is to fit you for any and every condition you are likely to meet in your efforts to gain opportunities for your ambition4 ,it is improbable that in order to get your desired chance and to make the most of it you will have to use all you learn of the secret of certain success4 ,you cannot afford1 however1 to run an avoidable risk of being at a loss regarding what to do at any stage of the process of selling to a selected prospect true ideas of your best capability4 ,you need to know the most effective ways to deal with situations that may never happen1 but which1 on the contrary1 might be encountered4 ,you cannot start confidently on your quest for success unless you are fully equipped4 ,sidenote3 ,reducing the ,odds ,against ,you ,if you believed it would be necessary for you to do everything contained in this book in order to gain the opportunities you desire1 you likely would feel very skeptical about succeeding4 ,you might think1 ,a single little slip and ,i'd lose out4 ,it's a thousand to one against me4 ,the fact is that the odds on the side of failure are very heavy in the case of an ordinary man4 ,if you can reduce them only a little in your own case1 you will get a start towards success because of the slight lessening of your handicap4 ,sidenote3 ,value of ,knowing a ,single ,step ,i recall a man who mastered but three principles of prospecting needs4 ,with this limited knowledge of salesmanship he was able to induce a great financier to open the door of opportunity and take him into a field of rich chances to earn a fortune4 ,another friend of mine got his start solely from knowledge of a manufacturer's principal hobby4 ,what he knew about the single tax enabled him to plan a sure approach to the mind of the factory owner4 ,a young lawyer in ,chicago seized upon a chance for fame and wealth in his first meeting with a poor1 seemingly unsuccessful inventor4 ,in each of these instances a single step of the selling process1 taken correctly1 carried the salesman through the door of opportunity and brought him within reach of the beginnings of success4 ,sidenote3 ,get ,ready for ,imaginable ,happenings ,you may not need to knock at that door1 nor wait for an invitation to come in4 ,in your case1 perhaps1 the door stands open1 with a ,welcome mat just outside4 ,yet if you do need to knock with your ideas for admittance to another man's mind1 and if it ever becomes necessary for you to win a welcome1 this chapter will prove valuable reading4 ,you will be helped to gain your desired chance1 and the danger of your failure will be minimized1 if you know how to knock and exactly what to do to assure your welcome4 ,even the master salesman can never be absolutely certain of the reception he will have from any prospect4 ,therefore he goes loaded for all imaginable contingencies4 ,you1 the salesman of yourself1 should be likewise prepared with knowledge of how each and every step in the selling process may be taken most effectively4 ,whatever emergency arises1 you must be ready to take the fullest advantage of a favorable turn1 and equally ready to reduce as much as possible any disadvantage you encounter4 ,sidenote3 ,knocking and ,getting ,in ,of course it will avail you nothing if you succeed only in reaching the particular man through whom you have planned to gain success4 ,and after you meet him it will do you no material good to size him up correctly2 if you are then unable to hold his attention to your presentation of ideas4 ,your preliminary skillful salesmanship would all be wasted4 ,evidently1 in order that you may continue the process of gaining your chance1 it is necessary that you should know how to knock on the door of his mind in such an agreeable but compelling way that he will be forced to let his attention come out pleasantly to you and your purpose4 ,hence right knocking at the door of opportunity immediately follows the size-up as an essential part of the process of making success certain4 ,it is necessary next for you to know how to prevent a turn-down on the front porch of your prospect's mind1 and how to insure the admission of your ideas to his thoughts4 ,you can compel your prospect to open the door of his attention1 but in order to get inside his mind and secure his interest in your purpose1 you must win his willing invitation for your ideas to enter his thoughts and make themselves at home there4 ,sidenote3 ,certain ,success ,methods ,we have seen how you can make certain of gaining your chance to reach the door of opportunity4 ,you can size up surely your prospect's dominant characteristics and what he is thinking4 ,likewise you can guarantee to yourself1 first the attention1 and second the interest of the man you have come to see4 ,it is necessary only that you use the methods of the master salesman to compel the opening of the door and to induce the extension of welcome to your ideas4 ,sidenote3 ,our ,old ,acquaintance ,again ,here again we meet our old acquaintance1 the discriminative-restrictive method4 ,you must discriminate between the process of knocking at the door of opportunity and the process of securing the invitation to come in4 ,then1 in practicing these related but different steps of the selling process1 it is necessary that when you knock you restrict yourself to the use of the methods that are most effective in gaining attention4 ,similarly you should restrict yourself to using the very different methods of securing interest1 when you work to get an invitation for your ideas to come inside the other man's mind and make themselves at home there4 ,sidenote3 ,process of ,compelling ,attention ,psychologists define ,attention as that act of the mind which holds to a given object perceived by one or more senses1 to the exclusion of all other objects that might be perceived at that time by the same or other senses4 ,a knock at a door attracts attention because it temporarily diverts the previous attentiveness of the mind to other things1 and concentrates it on a new object of attention4 ,the sense of hearing is struck4 ,whether or not the mind is willing to hear1 it cannot help perceiving the sudden new sound4 ,its attention is forced4 ,the instant the knock is heard1 the mind is compelled to drop or suspend what it has been thinking about2 though this exclusive new attention to the knock may last but a fraction of a second4 ,our senses function under the control of the sub-conscious mind4 ,it is futile for us to will that we won't hear1 or see1 or taste1 etc4 ,we have to take in sense impressions1 whether we want to do so or not4 ,therefore1 if you employ restrictively the sense-hitting method1 you can force the man upon whom you call to give his attention to you or to the presentation of your ideas4 ,sidenote3 ,inducing ,interest ,it is necessary to discriminate1 however1 between the use of the avenues to reach the mind center of attention1 and the use of very different ways into the mind center of interest4 ,if you start wrong1 there is very little chance that you will arrive at the right destination4 ,the center of interest is wholly under the control of the conscious mind4 ,your prospect can refuse to be interested1 if he chooses1 despite your determination to interest him4 ,his interest must be induced4 ,any attempt to compel it is apt to have a fatal result4 ,nearly always such an effort to force interest develops antagonism1 instead4 ,but there are methods of inducing interest that are just as sure to succeed as are the sense-hitting methods by which attention may be compelled4 ,this double step in the process of selling the true idea of your best capabilities in the right market can be taken with absolute certainty of success if you know and practice the principles in accordance with which the master salesman sells his ideas of goods to prospects4 ,we are to study these principles now1 as applied to the sale of your qualifications for success in the field you have selected4 ,sidenote3 ,exclusive ,agreeable ,attention ,when you enter the office of your prospect--your chosen future employer1 for example--he will be giving his attention to something4 ,no one1 while he is awake1 can be wholly non-attentive4 ,your function1 at this stage of the selling process1 is to compel him to stop paying attention to something or somebody else1 and to give you and your ideas his exclusive attention4 ,sidenote3 ,avoid ,making ,unfavorable ,impressions ,of course good salesmanship makes it advisable also to avoid creating a disagreeable impression while forcing yourself and your ideas upon the attention of your prospect4 ,the conscious mind governs a man's likes and dislikes4 ,so if you knock compellingly at the door of that mind to gain attention1 you may arouse very unfavorable attention4 ,for illustration1 a boisterous greeting of your prospect1 or a very noisy entrance into his office1 would doubtless compel his attention by the direct hammering on his senses4 ,but the attraction of his attention to you would affect the operations of both his conscious and sub-conscious minds1 and his conscious mind would be disagreeably impressed4 ,his compelled attention1 therefore1 might result in your being thrown out4 ,sidenote3 ,gaining ,both ,attention ,and ,interest ,however1 you can knock at the sense doors of the sub-conscious mind with such unobjectionable sense-hitting methods that while agreeable attention will be compelled thereby1 you can also be sure that a favorable impression on the conscious mind of the prospect will be induced4 ,for illustration1 if your prospect is evidently busy at his desk when you are admitted to his office1 you might compel his attention by entering very quietly and by standing in silence without interrupting him until he has had an opportunity to finish what he is doing4 ,his sound sense would be struck1 paradoxically1 by your exceptional quietness4 ,his sense of equilibrium would also be affected by your perfect poise while waiting4 ,your whole attitude would impress him so favorably that his especial interest in you would be induced4 ,his greeting would be pleasant4 ,suppose your prospect looks up from his work when you enter his presence1 and you approach close to his desk2 if you are immaculate in dress and body1 you will appeal agreeably to his olfactory sense4 ,the law of the association of ideas will then begin to work in your favor4 ,your prospect will get subconsciously a conscious impression of your clean character4 ,you might wear a fresh flower in your buttonhole and so strike several of his senses pleasantly4 ,but unless the flower is inconspicuous and in good taste it would make an unfavorable impression4 ,sidenote3 ,good ,impressions ,let us assume now that when you enter the office of your prospect1 he is disgruntled about something4 ,you can take some of the heat out of his ill temper by your appearance of cool self-confidence and good nature4 ,there are many more such favorable sense impressions which you could make by simply standing in manly erectness while waiting to receive the exclusive attention of your prospect4 ,you might employ all the sense-hitting features of bearing and manner referred to above4 ,the effect of the sum of these would be the forced agreeable attention of your prospect4 ,he simply could not help noticing the various items that would strike his different senses2 nor could he help being agreeably impressed2 though he might not give you any indication of the effect you had compelled4 ,sidenote3 ,continual ,attention ,necessary ,it is highly important that you should be able first to gain the favorable attention of your prospect1 and second to hold it until his interest is aroused4 ,it may also be necessary for you to regain his attention if it is temporarily lost and diverted to some other object4 ,the master salesman realizes it is essential to have the attention of his prospect continually centered upon the ideas presented1 throughout the selling process4 ,only a poor salesman of ideas would go right on talking1 even though it might be clearly evident that he did not have the exclusive attention of the man addressed4 ,sidenote3 ,regaining ,attention ,when you proffer your capabilities for purchase by a prospective employer1 do not make the mistake of continuing to present your best selling points if you have any doubt that his attention is exclusively yours4 ,stop your selling process if his attention wanders or is diverted4 ,use the sense-hitting method to compel it to come back to you and your ideas4 ,if some one should enter his office while you are talking to him1 or if his telephone should ring1 stop short in your presentation4 7,your sudden silence1 in itself1 will be attention compelling47 ,do not go on with your sales presentation until the interruption is over4 ,then use some sense-hitting method of making sure that his attention is again concentrated on you and your ideas4 ,sidenote3 ,sense ,hitting ,an acquaintance of mine who had especially fitted himself for business correspondence1 typed striking paragraphs taken from form letters he had devised and pasted the slips of paper on stiff filing cards4 ,he carried with him to his interview with the president of a large corporation about thirty-five or forty of these cards4 ,his prospecting had indicated that in the course of the half hour he had planned to take up with a presentation of his capabilities this executive would be interrupted often by telephone calls and the entrance of subordinates4 ,the salesman's size-up also revealed that his prospect's attention was likely to wander to the things on his desk4 ,from time to time when the correspondent was presenting his ideas the president reached out his hand and picked up a paper4 ,evidently he was inclined to give but flighty attention to his caller4 ,sidenote3 ,striking ,more ,than ,one ,sense ,the salesman1 however1 had come loaded for exactly this situation4 ,he had worked out his selling plan in detail4 ,as he developed idea after idea1 he used a device for regaining attention by hitting at the prospect's senses of sight and hearing4 ,just as soon as the president's hand wandered to a paper1 the salesman ruffled the cards he held1 quickly selected one1 and clicked it down on the desk top before his prospect4 ,he had to do this perhaps a dozen times before he felt confident he had clinched the interest of the executive4 ,if the salesman had used words merely1 what1 he said in presenting his ideas to the prospect might have gone in one ear and out the other4 ,but his action of ruffling the cards struck the president's senses of sight and hearing compellingly2 as did the clicking of the card on the desk top when it was presented for reading4 ,repeatedly the return of the prospect's wandering attention was forced subconsciously2 yet no disagreeable impression was made on his conscious mind4 ,in the course of half an hour the correspondent succeeded in selling his services at a very satisfactory salary4 ,sidenote3 ,come ,loaded ,if you similarly come loaded for sense-hitting1 you will be able to get your prospect's attention originally1 and to regain it whenever it is temporarily lost4 ,in advance of your call on the man to whom you want to sell your services1 think out things you can do that will strike one or more of his senses forcibly1 without making disagreeable impressions4 ,you can take with you to the interview specimens of your work1 or testimonials2 and hold them in your hand where they will attract notice4 ,or you might plan to use attention-compelling gestures4 ,sidenote3 ,tone ,variations ,changes of tone will make the other man perk up his ears if his attention wanders2 so plan to introduce variety into your manner of speaking4 ,don't just open the spigot of your mind and let your ideas run out in a monotone4 ,variety of voice is pleasing1 as well as attention-compelling4 ,i know a salesman who is in the habit of using a spotlessly clean big handkerchief to help him keep the prospect's mind concentrated on the proposition being presented4 ,whenever the other man's attention is diverted1 this salesman whisks his handkerchief from his pocket and touches his lips with it4 ,the flash of white hits the sight-sense of the prospect and brings back his wandering attention to the salesman4 ,sidenote3 ,sense ,hitting ,should ,help ,the ,sale ,but such devices are superficial4 ,the best sense-hitting means of compelling attention1 directly relates some sense effect to the salesman's purpose4 ,the correspondent who ruffled his cards and clicked them down on the prospect's desk would not have been so successful if on each card he had not pasted a specimen of his work as an efficient letter writer4 ,if he had brought a pack of blank cards1 for example1 the repeated use of his device for getting attention might have irritated the other man4 ,to analyze the illustration further2 if the correspondent had brought the specimens of his work on letter paper1 not pasted on stiff cards1 they would have been much less effective4 ,he could not have ruffled them1 and would have been unable to make the clicking sound he used to hit the other man's ears4 ,sidenote3 ,suggesting ,capability ,suppose you apply for a situation as a bookkeeper or an accountant4 ,one of the best sense-hitting devices you could use to compel attention to your ability would be a collection of complicated tabulations in your handwriting1 made neatly without a correction or an erasure4 ,such an exhibit of painstaking workmanship1 if complemented by a neat1 attractive personal appearance1 would force the employer to notice you and the proofs of your qualifications4 ,you certainly would make a most favorable impression4 ,your prospect would imagine his books and records as you would keep them4 ,when presenting the evidences of your capability as an accountant1 you could suggest other qualities than those mentioned--such as the proper pride of a good workman1 serious earnestness1 dignity1 keen intelligence1 etc4 ,such suggestions made with the aid of sense-hitting devices would help you to complete the sale of your services4 ,sidenote3 ,make ,your ,qualities ,stand ,out ,perhaps you wish particularly to impress your qualities of alertness1 energy1 love of work1 and physical stamina4 ,then sit or stand easily erect when you call on your prospect4 ,if you should slump or loll in your chair1 you would suggest that you lacked the very characteristics on which you are depending to get the job4 ,make your best qualities stand out noticeably in your bearing4 ,should you apply for a position of great trust1 requiring the exercise of the finest discretion1 be sure to look the other man frankly in the face and let him see into your eyes4 ,also modulate your tones to the pitch of discretion and confidence4 ,your manner1 your expressions1 your voice will all draw attention to your fitness for the chance you want4 ,sidenote3 ,original ,methods ,such illustrations as have been given above should be understood as merely suggestive of ways to use the sense-hitting method of compelling attention4 ,do not copy the suggestions offered4 ,think out for your individual use a collection of sense-hitting devices of your own4 ,then you will be able to select various ways to gain and to re-gain attention when you are in the presence of a prospect4 ,no matter what may be your ability and ambition1 there are features of your character and your service capacity that you can utilize to make direct sense appeals4 ,find out for yourself what they are1 and plan how to use them most effectively4 ,if you cannot gain attention to your qualifications1 or if you are unable to recall wandering attention1 you may lose the chance you have succeeded in getting4 ,insure yourself against the possibility of such a disaster2 so that your previous good salesmanship in securing an interview will not all go for naught4 ,sidenote3 ,out-of-the-,ordinary ,things ,if you do something out of the ordinary1 the force of your sense-hitting will be much greater than if you employ only common devices for gaining attention4 ,it is better to do something that compels attention to your recommendations than to say ,i want to call your attention to these letters4 ,sidenote3 ,danger of ,distracting ,attention ,however1 there is always the danger that in gaining attention by unusual means you may attract too much attention to the device you use1 and so distract notice from the proposition you are presenting for sale4 ,therefore be sure that whatever extraordinary thing you do to compel attention contributes directly to your main purpose and does not lead your prospect off on a side track of thought4 ,a business house once got out an advertising novelty and had samples distributed by the salesmen as gifts to their principal customers4 ,the novelty was an ingenious mechanical device4 ,it attracted so much attention to itself that when a salesman put it on the desk of a prospect before beginning his sales talk1 the attention of the other man was drawn from what the salesman was saying and was given to the novelty4 ,the prospect would pick up and examine the advertising device while the salesman was presenting ideas regarding his standard line of goods4 ,as a result1 many of the best points of the sales talks were unnoticed4 ,the advertising novelty was a detriment4 ,the sales volume fell off while it was being distributed4 ,the slump was traced directly to the mistake of having the salesmen pass out the attention-compelling device which was not related to the staples of the house line4 ,sidenote3 ,the ,remedy ,the distribution was made by mail thereafter1 in advance of the salesman's call4 ,it was effective then as an introduction for the traveler2 because by the time he came to see the prospect1 the novelty of the advertising device had worn off4 ,it was no longer an attention-distracter4 ,sidenote3 ,three ,ways ,to ,compel ,attention ,remember that the attention of your prospect is always given to something4 ,if another object of attention is more compelling than your means of forcing his notice1 your attempt will fail4 ,therefore be sure that your attention-getting device has at least one of three points of superiority4 7#a7 ,it can be stronger than the other appeal to the same sense4 ,if your prospect's attention to what you are saying wanders because a phonograph starts to play in the next room1 you can recall it to your presentation by slapping your hands together to emphasize a point1 or you can change your tone suddenly4 ,his sense of hearing will be struck compellingly by your device4 7#b7 ,your appeal for attention can be made to more senses than are being reached by the distraction4 ,the phonograph music hits only the ears of your prospect4 ,besides slapping your hands together or changing your tone1 you can supplement such appeals to his tone sense by an appeal to his sense of sight4 ,you can make a gesture1 or display a letter for him to read just at that moment4 7#c7 ,your appeal can hit the senses of your prospect more insistently than the other4 ,if the phonograph music proves very attractive to him1 you will need to keep hammering at him with forceful changes of voice1 with gestures1 by touching him1 or by doing something else to make his attention to the music let go4 ,sidenote3 ,summary ,to summarize the most effective method of gaining attention--hit each sense to which you appeal as strongly as you can1 without making a disagreeable impression1 strike as many senses as possible1 and keep on using your sense-hitting device as long as necessary to get or to recover exclusive favorable attention4 ,many a man has gained success because he first gained attention4 ,he stood out from the crowd1 or was able to make his qualities noticeable4 ,when one is fully qualified for success1 he may need only to attract attention to his capabilities2 then he is likely to be given the chance he wants4 ,sidenote3 ,i'm ,not ,interested ,often1 however1 the salesman is discomfited after he gains attention4 ,the prospect halts the selling process by declaring1 ,i'm not interested4 ,suppose you are able to compel your prospective employer to notice you favorably1 but he balks there and shows no inclination to buy your services4 ,he has listened attentively to all you have said4 ,he has concentrated his mind upon you1 and has not wandered in thought to other subjects4 ,yet you perceive that he is inclined to put you off or to turn you down4 ,evidently1 in order to prevent such a contretemps1 you need to resort now to a different selling step1 which you have not taken previously4 ,it is necessary that you have at your command a way to induce interest4 ,this interest-inducing means must be as sure in its effects as the sense-hitting method of compelling attention4 ,otherwise you could not be certain of success with the selling process4 ,if the effectiveness of every step cannot be assured in advance1 you will not rely confidently on salesmanship to achieve your ambition4 ,sidenote3 ,discriminate ,between ,attention ,and ,interest ,probably you have never worked out in your mind exactly the reasons why you are interested in particular things and in certain people4 ,let us make an analysis4 ,your attention might be attracted so strongly to a vicious criminal that for the time being you could think of no one else4 ,yet his fate might be a matter of such indifference to you that you would have absolutely no interest in the man4 ,but suppose you should see in his face1 or in an expression of his eyes1 something that haunted your memory appealingly4 ,it would induce you to read the newspaper accounts of his trial4 ,you would feel a little sorry for him1 on learning that he had been sentenced to a long term in prison4 ,very likely you would say to yourself1 ,i suppose he is a mighty tough character1 but ,i believe there is something in him that isn't altogether bad4 ,your intuition would tell you he possessed undefined traits that you like4 ,in your own liking for these characteristics that you vaguely discerned in him when you saw him1 is the key to the interest he induced4 ,sidenote3 ,what and ,whom ,we ,like ,what do we like8 ,whom do we like8 ,things that are like our own ideas4 ,people who are like the ideas we have about likable people4 ,interest is all a matter of recognizing points of likeness4 ,in order to draw your prospect beyond the attention stage of the selling process1 and to induce his interest in your goods1 you must impress on him suggestions of the similarity of your ideas to ideas already in his own mind4 ,he will like your ideas in proportion to their resemblance to his own way of thinking on the same subjects4 ,so you should express yourself as nearly as possible in his terms1 and attract his interest by making him feel that your mind and his are much alike4 ,sidenote3 ,non-,interest ,one day ,i was sitting in the private office of a very wealthy philanthropist4 ,a salesman presented a letter of introduction to the millionaire1 who in turn introduced me to his caller4 ,the newcomer thereupon proceeded to present most attractively a business proposal4 ,he offered my friend an excellent opportunity to make a good deal of money by joining an underwriting syndicate4 ,the millionaire at once declared he was not interested4 ,i have all the money ,i want1 he said1 and bowed the salesman out4 ,the ideas that had been presented to him were altogether different from his own financial motives4 ,sidenote3 ,interest ,that same afternoon another promoter called upon my friend with a project for investment in a house-building corporation4 ,this second salesman evidently had prospected the philanthropist and had planned just how to interest him4 ,he did not stress the profits to be made from investment in the stock of his corporation1 but referred to them in a minor key4 ,he emphasized the need of the city for more homes1 and cited instances of distress due to the housing shortage4 ,my friend was thoroughly interested4 ,he took home the salesman's prospectus for further study4 ,since he was a good business man1 he satisfied himself that the investment would be profitable4 ,but he subscribed for fifty thousand dollars worth of securities principally because they represented a project like his own ideas of the way money should be put to work for human happiness4 ,sidenote3 ,know ,prospect's ,likes and ,dislikes ,when you call on the man you have selected as your future employer1 go equipped with all the prospecting knowledge regarding him that you have been able to get4 ,be sure you know his strongest likes and dislikes4 ,size him up on the spot1 for the purpose of supplementing what you have previously learned about him4 ,hit his attention with sense-appeals related to his peculiarities4 ,then1 in order to make sure of his interest1 present some idea that is of the kind he especially likes4 ,he will open his mind and welcome your idea at once4 ,sidenote3 ,the ,man of ,quick ,decisions ,suppose he has a reputation for brusqueness and quick decisions1 and is impatient about any waste of time4 ,you probably would help your cause by looking him straight in the eye and saying bluntly something like this3 ,i want to work for you because you are my kind of a man4 ,ask me any questions you want1 now4 ,you won't have to call me on the carpet for information about my work after you hire me4 ,pay me two hundred dollars a month1 and ,i won't be back in this office to get a raise until you send for me4 ,i know a young man who secured a good job from an old crab in just that way1 within three minutes after they first met4 ,two men sought the position of office manager of an automobile company4 ,the owners of the business were thorough mechanics who had designed their own car1 but who were comparatively unfamiliar with office operations4 ,they were not at home outside their factory4 ,sidenote3 ,mistake of ,speaking ,different ,language ,the first candidate for the vacant position brought the finest recommendations of his qualifications for office management4 ,the other applicant had had much less experience1 and was not nearly so well qualified4 ,but the first man was a poor salesman of his capabilities4 ,he failed to recognize1 when he explained his ideas to the partners1 that he was talking to a pair of mechanics4 ,they did not understand the language he used4 ,his presentation of his qualifications as an office manager would have impressed an employer accustomed to sitting at a desk4 ,but the partners were intuitively prejudiced against the capable candidate who was so very unlike themselves in all respects4 ,sidenote3 ,speaking the ,same ,language ,the other applicant was shrewd4 ,he used salesmanship in presenting his lesser qualifications for the position4 ,he talked in terms borrowed from the language of shop practice4 ,he compared the plans he suggested for the office supplies stock room1 with the tool crib in the factory4 ,he explained his idea of office organization by using as a model a chart of the plant departments4 ,he compared office expenses with factory overhead4 ,the owners of the business understood very little about the subjects he discussed1 but he used words and expressions that were familiar to them4 ,so his ideas1 as he presented them1 impressed the partners as like their own way of looking at things4 ,the better salesman1 who knew how to interest his prospects1 got the five-figure job2 though he was a less capable office executive than the disappointed applicant4 ,sidenote3 ,fitting ,ideas ,to ,prospect's ,mind ,do not try to sell another man particular ideas because you like them4 ,you are not the buyer4 ,sell him ideas that he likes4 ,fit the ideas you bring him to the characteristics of his mind4 ,if you judge him to be a quick thinker1 do not hesitate in indecision a moment longer than is necessary for you to make up your mind confidently4 ,on the other hand1 should he be a deliberate thinker1 be careful not to make an impression that you are rash or impulsive in your decisions4 ,sidenote3 ,clothes and ,interest ,if he is inclined to be finical about his dress1 or over-particular regarding orderliness1 he will be interested if your garb is punctiliously correct and if you suggest to him the habits of precision4 ,i read a little while ago the story of a young man who lost the chance to become the confidential assistant of a noted financier4 ,the young man missed his opportunity because he made the mistake of wearing a soft collar when he called for the final interview with the financier4 ,sidenote3 ,avoid ,false ,pretense of ,interest ,do not1 of course1 put on false pretenses1 to make your prospect like you and your ideas4 ,remember that you must live up to a first good impression4 ,so appear nothing1 say nothing1 do nothing that is untrue to your best self4 ,but without any dishonesty you can indicate that your way of thinking has points of similarity to the slant of the other man's mind4 ,if he is a ,republican1 while you are a ,democrat1 and the subject of politics comes up1 do not pretend to be an elephant worshiper4 ,admit your party allegiance casually1 and remark that you are not hide-bound in your political faith1 but open-minded4 ,maybe he will employ you with the hope of converting you to ,republicanism4 ,sidenote3 ,few ,direct ,opposites ,there are few ideas regarding which honest men are diametrically opposed on principle4 ,you can suggest to your prospective employer the idea that you are in accord with his way of thinking2 though you may differ widely in many respects4 ,you need not emphasize the degree of your likeness in mind4 ,certainly it would be very poor policy to stress your differences of opinion4 ,sidenote3 ,like ,breeds ,like ,any likeness of your suggestions to the ideas of the other man will impress him agreeably4 ,he will be pleased to find the points of resemblance1 and they will help to gloss over a possible prejudice in his mind against you4 ,the association of your similar ideas on a subject will suggest to him imaginative pictures of your association with him in his business4 ,like breeds like4 ,he will place you mentally in a situation where the likable qualities he has found in you might be employed to his satisfaction4 ,sidenote3 ,inside the ,door ,then you will be safely inside the door of his interest4 ,without realizing it1 your prospect would like to bring about the condition he has imagined4 ,he is beginning to want you in his employ2 though as yet he has no deep-seated desire for your services4 ,objections to you may spring up in his mind1 but you certainly have been successful throughout the processes of getting his response to your knock1 and of securing for your ideas his invitation to come into his thoughts for a better acquaintance with your purpose4 ,sidenote3 ,unwelcome ,guests ,after admitting your ideas to his mind1 he may wish he had not welcomed them4 ,he may find objectionable things in you or in your proposal4 ,sometimes a man responds to a knock on his door1 and becomes sufficiently interested in the caller to invite him to enter the house2 but regrets afterward that he extended the welcome4 ,this change of heart and mind is usually due to something done by the visitor after his admittance4 ,however1 we are not considering just now any step of the selling process beyond winning a welcome4 ,in later chapters we will study how to make the most effective use of hospitality and the things to avoid that might impress the host as abuses of the privileges of a guest4 ,sidenote3 ,furniture of ,the ,mind ,ideas have been called the furniture of the mind4 ,we have already seen that they are the developments of repeated sense impressions4 ,a particular mind center is partly or wholly furnished with ideas in proportion to the man's use of his sense avenues to bring in ideas from outside himself4 ,the doors of the mind swing inward most readily when the new mental furniture brought along a sense avenue matches the ideas already in the mind center4 ,doubtless the young man who lost the interest of a great financier by wearing a soft collar would have been able to hold it if he had dressed according to his prospect's ideas4 ,sidenote3 ,one ,likable ,thing ,helps ,if there is one thing about you that another man dislikes1 it disproportionately tinges his entire attitude of mind toward you4 ,on the other hand1 if you have one especially likable feature1 it tends to lessen the disagreeable impression of things about you that the other man does not like4 ,so1 when you come to a prospect as a salesman of your best self and have gained his attention1 avoid making disagreeable suggestions to his mind1 and have at your command a number of sense appeals you are sure he will like4 ,you certainly will secure his interest if you follow this selling process4 ,to win his interest you need not induce your prospect to like you all through or in every respect4 ,if he likes but one thing about you at first1 he will be interested enough to give you the chance to develop more interest4 ,the interest that produces the fruit of acceptance is often a growth from only one seed sown by the salesman of ideas4 ,sidenote3 ,avoid ,over-,emphasis ,at this stage of the selling process it is not wise to plunge ahead fast4 ,do not go to the extreme on any subject that you find is interesting to your prospect4 ,his interest may be mild1 and he might be prejudiced if you seem to display excessive concern about something that he considers of minor importance4 ,i recall the experience of a man who was complimented on keeping an appointment to the minute4 ,he over-emphasized the virtue of punctuality and irritated his prospect1 who was not always on time himself4 ,the job went to another applicant4 ,sidenote3 ,moderate ,attitude ,be moderate in your attitude when you work to secure the beginning of interest1 lest you raise an obstacle in your path4 ,until you are sure you have won a considerable degree of interest1 you cannot lead strongly in any direction without running the risk of losing some of the advantages you have gained4 ,therefore at the interest stage proceed warily4 ,watch your step4 ,sidenote3 ,hobbies ,be especially careful not to gush over a hobby of your prospect1 in which his interest may not be so great as you suppose4 ,hobbies are dangerous4 ,don't harp on one4 ,it requires consummate art to show enthusiasm about another man's hobby without arousing his suspicions regarding your sincerity4 ,sidenote3 ,art of ,knocking and ,winning a ,welcome ,throughout the various steps of the selling process1 salesmanship is an art4 ,the art of knocking at the door of opportunity and of winning the invitation to come in lies in making favorable out-of-the-ordinary impressions in unusual ways4 ,the salesman himself1 his methods of presenting his services for sale1 and his qualifications--all should stand out distinctly1 and make impressions of his individuality4 ,he should not seem like a common applicant for a position1 but should suggest to the prospective employer that he is a man of uncommon characteristics and especial capability4 ,sidenote3 ,the ,process ,and ,effects ,that is the way to make a good impression4 ,such an impression of an extraordinary personality first affords pleasure1 then excites a degree of admiration1 and next arouses a certain amount of curiosity that is nearly akin to interest4 ,if you please your prospect in your initial impression on him1 he will like you and begin to feel personal concern about your application4 ,sidenote3 ,analyze1 ,discriminate1 ,restrict ,in order to qualify yourself for taking this step of the selling process effectively hereafter1 analyze the impressions you make now4 ,discriminatively select the good and bad details4 ,then restrict your future practice in perfecting the art of inducing interest1 to the development and use of your pleasing qualities only4 ,sidenote3 ,the ,interesting ,opening ,most men begin an interview with a prospective employer indefinitely or in merely general terms4 ,naturally they confront a wall of non-interest4 ,you have come1 remember1 on a mission of service4 ,please at once by presenting the idea that you know a particular service which is lacking and which you can supply4 ,break the ice of strangeness between you and your prospect by an appeal first to his human side through a smile of genuine friendliness and by looking straight into his eyes so that he can see into your heart4 ,then in a business-like way get right down to business without hesitation4 ,show enthusiasm1 which is contagious if not overdone4 ,base your enthusiasm on real optimism4 ,indicate temperamental youthfulness in vigor and courage4 ,say something original--something strong1 maybe a little startling2 but it must be self-evidently true4 ,by all means avoid anything that suggests parrot talk or indefinite thought4 ,do not expect the other man to listen with interest to a statement proceeding from premise to conclusion4 ,sidenote3 ,headlines ,use headlines prominently and often to summarize the body of your proposal4 ,headlines attract your attention and induce your interest in particular newspaper items4 ,employ headline statements for the same purpose in selling the idea of your capabilities2 just as surely you will get attention and interest4 ,a noted sales manager who had been earning a large salary made up his mind that satisfying success for him was to be gained only through a business in which he would be partly an owner instead of just an employee4 ,he called together a group of financiers and introduced his purpose by saying to them1 ,gentlemen1 ,i have an idea in which ,i have so much confidence that ,i will resign my #ge1jjj a year job to develop it4 ,i want to explain it to you and to have your co-operation in financing a project ,i have worked out4 ,his headline statement secured instant interest1 of course4 ,there is something about yourself or your capabilities that you can put into headlines4 ,in forcible1 vivid language you can strike some senses of your prospects4 ,think of headline statements about your services4 ,write them out in advance4 ,you may be certain they will produce the same psychological effect as headlines in the newspapers4 ,sidenote3 ,sense ,doors ,always ,open ,use the sense avenues to introduce agreeable suggestions into your prospect's mind centers of attention and interest4 ,then you will be employing the unusual methods of a master salesman1 who devises ways of using every possible sense appeal4 ,the sense doors are always open4 ,they are held open by the subconscious mind4 ,if you understand your way through them there will be no doubt about the effectiveness of your knock at the door of opportunity1 or about getting an invitation for your ideas to enter the mind of the other man4 ,,chapter ,,ix ,getting ,yourself ,wanted ,sidenote3 ,show a ,need ,for ,your ,services ,a great many salesmen mistakenly believe that if they can interest a prospect thoroughly in their goods1 he is almost sure to buy4 ,when this stage is reached1 they think they only need to keep his interest growing to close the sale4 ,if1 instead1 it drags on interminably1 they are utterly at a loss regarding what more they should do to secure the order4 ,do not fall into a similar error when selling true ideas of your best capabilities4 ,not only is it necessary that you induce your prospective employer's interest in your personal qualifications1 but you need to make him realize there is a present lack in his business which you can fill to his satisfaction4 ,you must get yourself wanted4 ,you might make an excellent first impression on the man you have chosen as your future chief4 ,he might listen attentively to your presentation of ideas1 and question you so interestedly that you would expect him to say at any moment1 ,all right4 ,the job is yours4 ,then1 instead of engaging your services1 he might remark1 ,i'll keep your name on file4 ,or he might say1 ,i know a man who probably could use you4 ,i'll give you a note to him4 ,you would win a cordial farewell handshake from your prospect1 but not an acceptance of your proposal to work with him4 ,you would leave without the job4 ,your failure would be due to your inability to get yourself sufficiently wanted4 ,sidenote3 ,see ,yourself ,through ,your ,prospect's ,eyes ,now imagine yourself in the place of this employer4 ,see your application through his eyes4 ,unless you can look at yourself from the prospect's viewpoint1 you may not comprehend your deficiency in salesmanship4 ,the employer upon whom you called said to himself while you were trying to sell your services1 ,here is a very attractive man4 ,he presents an interesting proposition4 ,but ,i have no real need for such an employee2 therefore it would be poor business for me to engage him1 much as ,i should like to do so4 ,i am sorry that at present ,i have no place for him in my organization4 ,he's a man ,i'd like to keep track of1 so ,i'll file his name and address for possible future reference4 ,meanwhile ,i'll give him a note to my friend ,smith4 ,i hate to turn him down cold2 he's such a fine man4 ,evidently the employer did not feel a lack in his own business4 ,you failed to make him realize any need for your services4 ,sidenote3 ,proving ,a ,need ,contrast with this illustration the case of an efficiency engineer who secured his chance to overhaul a factory by demonstrating to a manufacturer that he needed a new order-checking system4 ,the engineer beat the old system and brought to the manufacturer's office a lot of goods he had secured that could not be checked4 ,his salesmanship compelled attention1 induced thorough interest1 and proved there was a hole that should be filled4 ,when the lack was shown convincingly1 the manufacturer wanted it satisfied4 ,the sale of the engineer's services was quickly closed4 ,sidenote3 ,getting ,yourself ,wanted ,is ,only ,one ,step ,ahead ,do not jump to the conclusion that you are sure of the job you desire1 just as soon as you get yourself wanted4 ,you are not yet at the end of the selling process4 ,the prospect has only been conducted successfully another step forward toward your goal4 ,the moment after he realizes the lack in his business1 he is apt to question most critically your qualifications for filling it4 ,sidenote3 ,analysis ,naturally ,follows ,desire ,as soon as a man begins to feel a real tug of desire for anything1 he examines it with new1 increased interest to make sure there isn't something the matter with it4 ,the suit of clothes that only induces his interest in a shop window is passed by after a look4 ,however1 if he says to himself1 ,that's the kind of suit ,i want1 he goes in and examines the workmanship and the cloth1 in search of faults4 ,the salesman may need to overcome certain objections of his prospect before the order can be secured4 ,but we have not reached the objections stage of the uncompleted sale4 ,that is the subject of the next chapter4 ,let us retrace our steps to study the essence of the art of getting yourself wanted4 ,sidenote3 ,two-part ,process of ,getting ,yourself ,wanted ,there are two parts to the process4 ,first1 you must show the prospect what he lacks2 that in his business there is an unoccupied opportunity for such services as you believe you are capable of rendering to his benefit and satisfaction4 ,second1 you need to picture yourself filling the place and giving the service2 to show him imaginatively your qualifications at work in his business4 ,sidenote3 ,sincerity ,of ,service ,purpose ,of course it is primarily necessary that you believe in your own capability1 and in the value to the other man of the qualities you have brought to him for sale4 ,unless you have this feeling yourself1 you will not be likely to draw out his reciprocating desire for your services4 ,you are not dealing now with his mind4 ,desire proceeds from the heart4 ,it is emotional1 not mental4 ,the least suspicion of your insincerity would check your prospect's feeling that he wants you as an employee4 ,you must feel that you have come with a purpose of genuine service1 and you must draw out his similar feeling4 ,sidenote3 ,desire ,comes ,out of the ,heart ,when you knocked at the door of your prospect's mind1 and when you sought to induce his welcome for your ideas1 your object was to get him to take your thoughts into his head4 ,the line of action is reversed at the desire stage of the selling process4 ,until now you have been the moving party4 ,you have been getting yourself and your ideas into his consciousness4 ,but while attention and interest are receptive processes1 the emotion of genuine desire starts with an outward moving impulse from the prospect4 ,it isn't enough that he open his heart and let you enter1 as he has admitted your ideas to his mind4 ,if he really wants you1 his feeling of desire will come out after you4 ,sidenote3 ,service ,value is ,appreciated ,you have revealed to your prospect a lack in his business1 and have pictured yourself filling it to his satisfaction4 ,you have done him a double service4 ,it is human nature to appreciate such a genuine service1 and to want more like it4 ,the first service is accepted with appreciation1 but when the square man wants more he makes a move to get it1 and expects to pay for it4 ,as soon as you have shown the lack and your ability to fill it1 and have pictured yourself on the job1 it will be natural for your prospect to want you there in fact4 ,the colored porter who washed the windows and scrubbed floors in the general offices of a manufacturing corporation was ambitious to rise in the social scale and to earn a larger salary4 ,one evening he went to the private office of the president1 and presented for sale an idea of his capability for a different job4 ,sidenote3 ,official ,welcomer ,wanted ,boss1 he began1 ,you-all ain't got nobody dere to de front doah to make folks feel welcome-like when dey comes in heah4 ,down in ,virginny my ol' gran-pap useter weah a dress suit ever' day an' jist ,stan' in de front hall of his ol' massa's house1 a-waitin' to bow an' smile to comp'ny whad'd come in4 ,if you'll jist rent me one o' dem dar suits1 ,boss1 ,i could stan' out in the front office an' make folks feel we wuz glad to see 'um1 lak' mah gran'pap did4 ,when ennybody comes heah now1 dey ain't nobody pays much 'tention to 'um4 ,you'd orter git somebody on dat job1 ,boss2 an' ,i reckon ,i'm jist 'bout cut out foh it1 suh4 ,the colored man compelled attention by presenting himself at the door of the sanctum4 ,he induced interest in his proposal4 ,then1 in addition1 he pointed out a lack and that he could fill it4 ,immediately the president visioned the old darkey as an official welcomer1 and wanted him4 ,he reached right out for the service offered4 ,the sale was closed at once1 and the colored man shone in his new glories within a week4 ,sidenote3 ,conflict of ,heart and ,mind ,often a man desires with his heart things that his mind does not approve4 ,therefore when you work to get yourself wanted1 appeal to the heart of your prospect1 rather than to his mind4 ,then if his mind raises objections to his desire for your services1 your mind at a later stage of the selling process will overcome or get around his mental opposition4 ,when the time for that step arrives1 his heart will already have been won as your ally1 and will help you dispose of the objections his mind has raised4 ,sidenote3 ,get ,yourself ,liked ,as a preliminary to getting yourself wanted1 get yourself liked4 ,make such an impression1 do and say such things1 as will draw out of the heart of your prospect a friendly feeling for you4 ,you know of people who have been boosted to notable successes because influential men took personal interest in their advancement4 ,i recall an office boy who was always ready to perform little extra services4 ,he held his employer's overcoat one day1 and the boss rather absent-mindedly handed him a tip4 ,the boy shook his head and declined the dime4 ,i didn't do that for a tip4 ,you always treat me fine1 and ,i just like to show you ,i appreciate it4 ,the boy's heart had spoken1 and the employer's heart responded at once with an especial liking for the lad4 ,the seed of personal interest having been planted in the heart of the president1 his liking grew4 ,the boy was advanced to better and better positions4 ,he made good on his merits1 but he was helped very much because his employer wanted him to succeed4 ,sidenote3 ,the ,common ,heart of ,man ,reference has previously been made to the fundamental likeness of all men at heart and to their differences in mind4 ,send out with your voice an appeal to only the minds of your audience--read a table of statistics1 for example--and it will affect all your hearers differently1 depending on the mental characteristics of each individual4 ,but tell a story of great courage1 of self-sacrifice1 of love--the same fundamental effect will be produced on all the hearts in the audience2 though1 of course1 the various individuals will respond with different degrees of emotional intensity4 ,as has been said before1 in order to look into the heart of another man you need but see clearly into your own4 ,there you will find all the emotions of human nature1 no matter how you may differ from other men in mentality4 ,hence if you would prompt the heart of another man to want your services1 just do the things he would need to do to win your liking for him4 ,imagine the cases reversed1 and be guided in your selling process by what you see4 ,sidenote3 ,popular ,men ,to look at this step from another angle--if you would be likable1 you must find other men likable4 ,if you like people only within a limited range1 you will similarly narrow your own likableness4 ,if1 however1 you genuinely like all men--like them for their faults and frailties as well as for their merits--you will appeal to the intuitive heart of any other man4 ,you will draw out his liking for you because the magnetic power of your own heart will not be restricted to pulling your way the friendly feelings of only a few people4 ,instead1 you will be a popular man1 a man who is generally well liked4 ,you meet certain men whom you like at sight4 ,you desire further acquaintance1 or friendship with them4 ,but these men have not prepared themselves to suit you in particular4 ,most other people who meet them have the same feeling toward them that you experience4 ,the men you like at sight1 and who make friends wherever they go have developed in themselves feelings of friendliness for all men4 ,as like breeds like1 liking draws liking4 ,sidenote3 ,artificial ,methods ,never ,deceive ,the ,heart ,if you try to develop particular traits1 only because you believe they will attract other men to you1 you will not make your nature likable4 ,such artificial methods of making yourself attractive never deceive heart intuitions4 ,you will not become popular by proceeding selfishly4 ,but if you develop within yourself a heartfelt interest in your fellow men1 if you are full of genuine desire to serve them with your friendship1 you will attract the liking of nearly all the people you meet4 ,they will want to know you better and to be your friends4 ,sidenote3 ,no ,insulation ,against ,human ,magnetism ,there is no sich critter as a natural grouch4 ,a man who has that reputation is repressing his natural emotions--that is all4 ,he does not express his true feelings4 ,he attempts to deny that he has them4 ,but they are inside him1 and you can pull them toward you if you bring your likableness to bear upon his heart4 ,he will feel the tug1 and will be drawn to you by your magnetic power4 ,there is no insulation that can prevent the pull of human magnetism4 ,so treat the crab with a feeling of real liking for the human nature inside1 and don't be discouraged by his shell4 ,be more than ordinarily likable when you have to deal with a surly prospect4 ,exert all the magnetism you have4 ,he will feel drawn to you4 ,you will get yourself wanted4 ,j4 ,pierpont ,morgan1 ,senior1 was noted for being unapproachable4 ,but it is said that he took a great liking to a certain newsboy who never acted afraid of him and who treated him as an ordinary mortal4 ,this gamin always had a cheery word for everybody4 ,that he made no exception in ,mr4 ,morgan's case won the heart of the austere financier1 who helped the boy to get an education and to start in business4 ,sidenote3 ,do ,not ,over-sell ,likability ,the emphasis placed on the importance of likableness as the principal factor in getting yourself wanted may have made you forget the primary necessity of showing your prospect a real lack in his business1 and that you are capable of filling it4 ,it is possible to attract an employer's liking for you1 whether he has a place for you or not4 ,but his liking will do you no good unless you can also make him see he has a need for you4 ,success is not to be won by getting in where you are not wanted1 however likable you may be4 ,you must sell the idea of your service value as well as the ideas that your services would be liked4 ,you cannot over-develop the quality of likableness1 but you can over-sell it1 to the detriment of your own best interest4 ,sidenote3 ,a ,winning ,personality ,sometimes ,fails ,one of the most conspicuous failures ,i know is a man who has a winning personality4 ,times without number his genuine agreeableness has won him fine chances to succeed1 but in the positions he has held he has never studied the needs of his employers for other qualities than likability4 ,consequently he has fallen down on all his big chances4 ,today he is just a popular door man for a big department store4 ,his intelligence and his physical ability are so evident that he is an object of pity and wonder as he smiles and bows to customers of the store4 ,undoubtedly if he had studied the different opportunities he has had1 and had fitted himself into all the requirements of a particular situation1 his winning personality would have helped him higher and higher toward the mountain peaks of success instead of leaving him on an ant hill4 ,sidenote3 ,three ,impressions ,necessary ,of course the mind of your prospective employer acts in co-ordination with his heart when you attract him so much that he really wants the service you proffer4 ,he imagines you rendering that service4 ,he thinks what might be if you were associated with his business4 ,he paints mental pictures that please him1 and he wishes his vision to come true4 ,but when he begins to imagine you rendering service1 the picture of your agreeable personality will not be pleasant to him if he sees that he doesn't really need you4 ,in order to get yourself wanted it is necessary that you show him the lack1 and that you can fill it1 and that you would be likable when filling it4 ,if you make these three impressions on the mind and heart of your prospect1 your success in your purpose will be assured4 ,you will not fail to get yourself wanted4 ,sidenote3 ,desire is ,turning ,point ,of the ,sale ,in salesmanship desire is the determinant of the sale4 ,by this is meant that when the salesman sufficiently stimulates a real desire in his prospect1 he has climbed the highest grade of difficulty4 ,if he is skillful1 the selling process from then on should be comparatively easy sledding4 ,you realize that if you can get yourself wanted by an employer1 the matter of landing a job in his business should not be hard4 ,we therefore are considering now the turning point in the process of selling the true idea of your best capabilities in the right field4 ,after you get yourself wanted1 the odds are no longer against you1 but grow increasingly in your favor4 ,if1 having succeeded in getting yourself wanted1 you then fail in your ultimate purpose1 you should blame no one but yourself4 ,sidenote3 ,the ,use of ,tactful ,suggestion ,a very skillful use of tact and diplomacy is necessary to success in pointing out to a prospect something that he lacks1 and your capability for filling that lack4 ,a man is apt to resent your picking flaws in his business4 ,he is likely to regard you as an egotist if you assert that he needs you4 ,you will not get yourself wanted if you make the impression that you are a critical fault-finder with the big-head4 ,rather1 you should pattern after the example of the professional salesman of goods4 ,in the processes of persuasion and creating desire he employs the arts of suggestion in preference to making direct statements4 ,he is a tactful diplomat4 ,learn from his methods1 as explained in ,the ,selling ,process4 ,you have come to a chosen employer1 with a real service purpose2 but be careful not to offend in your presentation4 ,do not bring him your idea for improving his business as if it were a great discovery you have made4 ,he won't like it if you open his eyes to his lacks in that fashion4 ,you might better suggest that while you have perceived what he needs1 you have no doubt he either has seen it already or would have perceived it if his time and attention had not been engrossed by other things4 ,you will be liked if you so present a picture of the lack and of yourself satisfying it4 ,sidenote3 ,rubbing the ,prospect the ,wrong ,way ,you are apt to get yourself cordially disliked if you rub your prospect's pride in his business the wrong way4 ,an accountant sought an opportunity to become the auditor for a manufacturing corporation4 ,he had gained considerable inside knowledge of the company's lax business methods4 ,but when talking to the president he exaggerated the relative importance of these defects4 ,in his eagerness to impress the executive with the need for an auditor1 he over-drew the danger from leaks in the company's accounting system4 ,the president was exasperated4 ,his pride was stung4 ,what had been said reflected on his capability as an executive4 ,so he turned savagely on the accountant4 ,if we're so rotten as all that1 he snarled1 how could we make money and pay dividends8 ,no doubt you are right in your criticisms of our methods4 ,but if ,i had a man like you around here1 continually finding fault and picking everybody and everything to pieces1 the whole business would be demoralized4 ,the ideas you have brought to me are worth a thousand dollars1 and ,i'll give you my check for that1 but no crepe hanger can work for me4 ,sidenote3 ,avoid ,teaching ,when you present your capabilities for sale1 don't suggest that you think your prospect's business will go to the demnition bow-wows if your services are not engaged4 ,understate the lack and your fitness to fill it4 ,you may be sure the employer will appreciate fully the value of the new ideas you bring1 and the worth of your services4 ,sidenote3 ,pope's ,rule ,none of us really like teachers4 ,nowadays the most successful educational methods follow the rule laid down by ,alexander ,pope1 ,men must be taught as if you taught them not2 and things unknown proposed as things forgot4 ,do not suggest that you are a know it all4 ,much less make the impression that the other man does not know4 ,communicate to him the idea that you believe he has overlooked the lack to which you call his attention4 ,with modest confidence present your capabilities4 ,you need not assert in words that you will fill the bill4 ,your prospect can see that4 ,in everything you suggest and say1 show that you genuinely like him and his business4 ,manifest sincere admiration4 ,make him feel that you have come to his office because you especially want to work there4 ,that will make him want you in his service4 ,use suggestion to increase his desire for you4 ,sidenote3 ,reduce ,resistance ,by ,suggestion ,direct presentation of ideas indicates an intention to inform1 to teach1 to direct the mind of the other man4 ,every human individual1 whether a child or a centenarian1 re-acts in opposition to such an effort at instruction4 ,there is something in all of us alike which makes us wish to think and decide for ourselves4 ,hence the value of the art of suggestion in getting yourself wanted4 ,ideas you suggest enter the mind of the other man so unobtrusively that he does not realize you originated them4 ,he has no feeling that you intend to influence his mind4 ,consequently he makes no resistance to the suggested ideas4 ,it never pays to reason when selling an idea2 because reasoning invariably brings out a reaction of opposition4 ,you will not create a desire for your services by presenting them logically1 or by making an argument regarding your capabilities4 ,one of the greatest students of the human mind assures us that most persons never perform an act of pure reasoning2 but all their acts are the results of imitation1 habit1 suggestion1 or some related form of thinking4 ,sidenote3 ,three ,reasons ,for ,using ,suggestion ,suggestion is remarkably effective in persuading and in arousing desire because3 ,first1 every suggested idea is accepted as absolutely true unless it is contradicted by other ideas already in the mind of the prospect4 ,this is because the prospect thinks a suggested idea is his4 ,he adopts it and makes it his own4 ,that is1 his mind takes the suggestion and interprets it in terms of his own thoughts4 ,of course he believes what he himself thinks4 ,say to a prospective employer that you would particularly like to work in association with him1 and he may believe you are shooting hot air4 ,he will have no such feeling if you tell him details about his business that have especially interested you4 ,show him that you have been studying and observing his methods4 ,give him to understand that you have also investigated other businesses4 ,thus without saying it1 you suggest to his mind that you have come to his office because you really would prefer to be employed there4 ,he will believe the suggested idea2 though he might have scoffed at the statement4 ,sidenote3 ,suggestion ,avoids ,contradiction ,second1 suggestion is effective in persuasion and in arousing desire because suggested ideas which include no comparisons or criticisms very seldom arouse contradictory attitudes of mind4 ,the suggested idea enters the mind of the other man quietly1 unaccompanied by a blare of the trumpet ,i ,tell ,you4 ,opposing ideas are not aware of its presence until it has supplanted them4 ,suggest to a chosen employer that he means to be up-to-date1 and he agrees4 ,if you say his methods are behind the times1 he will be apt to defend them instead of following your lead along the line of suggested improvements4 ,sidenote3 ,suggested ,ideas ,tend to ,action ,third1 every suggested idea of action tends to result in the action itself2 whereas a direct attempt to secure action is almost sure to result in opposition4 ,human nature works that way4 ,your prospect1 being unconscious that a particular idea of action is suggested to him1 does not have his will stimulated to prevent that action4 ,if you come to your prospective employer and ask for the job you want1 he will be on the defensive4 ,but if you suggest to him that he wants you--that he lacks and needs such services as you present--he will be impelled to the affirmative action of offering you the job4 ,sidenote3 ,selling ,henry ,ford ,when ,i was originally engaged by ,henry ,ford1 it was in the capacity of a public accountant1 for an audit of the business of the ,ford ,motor ,company1 and later for the installation of an accounting system that would tell accurately every month where they were at4 ,back in #aijd-aije the ,ford ,motor ,company was not showing any more profits than many other motor car manufacturers organized on similar lines4 ,after ,i completed my work as an accountant1 ,mr4 ,ford talked with me about taking a permanent position with the ,company in the capacity of ,commercial ,manager4 ,that title covered responsibility for the distribution of products1 advertising1 collections1 selection of branch managers and their corps of assistants1 operation of branch houses1 appointment and direction of agents1 employment and control of the entire sales force1 etc41 etc4 ,the position was much broader than that of ,sales ,manager1 as it included also the accounting and organizing of nearly every department of the business4 ,for several years prior to that time ,i had sold my services as a public accountant and organizer to many large concerns throughout the country1 including twenty-eight different automobile companies4 ,i believed in my ability1 not only to organize a selling and distributing force for successfully marketing a standard product1 but also to extend that force over a world field and to control it in all the details of its operations1 from opening the mail to the declaration and payment of dividends1 more efficiently than the average sales or commercial manager4 ,so ,i had no hesitancy in undertaking the ,ford job1 which1 even at that early date1 ,i visualized as culminating in a big one4 ,when ,i finally engaged my services with the ,ford ,motor ,company on a permanent basis1 the business was represented by only a few hundred scattered1 unorganized1 uncontrolled1 and non-directed dealers4 ,my work during the following twelve years was concentrated on developing and enlarging yearly this small hit-or-miss distributing aggregation into a compact force of thousands of well-trained1 highly efficient sales and service representatives of the ,ford ,motor ,company4 ,they were all ,ford boosters1 and by their loyalty and intensive co-operation they put across the ,ford in the big way that today makes the little car so conspicuous everywhere throughout the world4 ,sidenote3 ,statement ,avoided ,suggestion ,used ,note that while my experience with the ,ford ,motor ,company as a public accountant convinced me that what the business needed then was a commercial manager and sales organizer1 and ,i believed myself fitted for the position1 ,i did not make that statement to ,mr4 ,ford2 because it would have been poor salesmanship4 ,he might have thought me entirely qualified to deal with figures1 but not so capable of handling sales agents and dealers4 ,so ,i never said to him that ,i was the man he needed4 ,but ,i suggested it by presenting my ideas of how the job should be done4 ,he accepted my ideas as good1 and was influenced by the natural suggestion that resulted from them4 ,he told me that he wanted me to become ,commercial and ,sales ,manager4 ,it was the opportunity for success that ,i most desired4 ,i got myself wanted without having to overcome any resistance in the mind of the man with whom ,i had chosen to work4 ,sidenote3 ,negative ,suggestions ,you recognize how true to human nature are incidents of this sort4 ,you know how powerful is the force of affirmative suggestion4 ,but have you appreciated how surely desire is killed by negative suggestions8 ,if you make displeasing impressions1 you will get yourself not wanted4 ,therefore you must be careful to avoid certain things your prospect would not like1 just as you should be careful in doing things that are likable4 ,sidenote3 ,speak the ,prospect's ,language ,if your prospecting and sizing up of an employer indicate that he is very painstaking1 suggest to him how particular you have been to prepare yourself in knowledge of his needs4 ,if he is a man who weighs ideas carefully1 suggest to him your qualities of judgment and decision4 ,perhaps he is characterized by a marked constructive imagination4 ,suggest that you1 too1 have imaginative power4 ,bring out conspicuously the particular elements of your qualifications that are most likely to suggest ideas akin to his own4 ,speak those phrases of the language of suggestion which he best understands1 and that are most likely to impress him with the idea that you and he think alike4 ,sidenote3 ,deceptive ,suggestions ,a caution is necessary here4 ,in any suggestion that you make1 convey neither more nor less than the actual truth regarding your capabilities4 ,avoid any possibility of deception4 ,i recall the case of a young man who quite won the heart of a dignified bank president whose tastes were very quiet4 ,the young man studiously avoided the slightest appearance of flashiness in his dress and manner4 ,he spoke in modulated tones4 ,his movements were subdued4 ,he had exactly the quiet pose that suited his prospective employer4 ,the banker stressed his appreciation of the characteristics manifested by the applicant1 and the young man overdid it by suggesting that he was always decorous in his manner4 ,the bank president had occasion to entertain a visiting financier who wanted to go to the ball game4 ,a few seats away the young man whose application was being considered rooted boisterously for the home team1 unconscious of the contradiction he presented to the suggestions he had made in the banker's private office4 ,the new impression was made more disagreeable because the boisterous behavior suggested to the banker that the young man had not conveyed a true idea of himself previously4 ,when he came next morning for the answer to his application1 he received a cold ,no4 ,the young man really was not boisterous except on the rare occasions when he let off steam1 as at a ball game4 ,if he had conveyed the truthful impression that he was nearly always quiet1 and had taken pains to admit that occasionally he let loose1 but only in proper surroundings1 he would not have killed his chances by the negative suggestion of untruthfulness4 ,sidenote3 ,motive of ,suggestion ,after all it is your motive that determines the right or wrong use of suggestion in getting yourself wanted4 ,if you keep carefully in mind a purpose to suggest less instead of more than the truth about your capabilities1 you need not fear that you will offend by over-drawing the picture of your real self4 ,if your motive is wrong1 it will lower the quality of your manhood4 ,if you suggest a wrong motive to the other man1 the effect is to lower his manhood qualities in considering you4 ,it is particularly important not to stimulate a motive that may afterward operate to your detriment4 ,sidenote3 ,over-,suggestion of ,ability ,i know a young man who was so eager to show his willingness to work that he suggested absolute tirelessness4 ,his employer1 though he appreciated what this young man did1 kept overloading him4 ,finally the employee broke down and made a serious mistake4 ,he was unjustly dismissed from service because he had encouraged his employer to depend on him altogether too much1 and disappointment resulted4 ,do not pretend a higher degree of ability than you possess4 ,attempt no more than you can do well4 ,you will succeed in getting yourself wanted if you manifest promise of growth in capability4 ,if you are a sapling1 do not pose as a full grown tree of knowledge4 ,sidenote3 ,selling ,out ,to ,competitor ,sometimes it happens that a man can present his capabilities for sale and appear especially desirable to another man because he possesses certain knowledge the employer would like to have4 ,maybe you have sought to gain your chance by carrying to a competitor of your former employer the latter's secrets4 ,if you come with the suggestion that you will sell out1 you are offering a service that does not command full respect1 and you are appealing only to the lower motives of your prospect4 ,you do not thereby get yourself wanted4 ,he wants what you know4 ,what you have learned fairly by working for one man1 you have a right to sell fairly to another man1 of course4 ,but do not suggest that this special knowledge is the principal element of your desirability4 ,suggest1 rather1 that it is only incidental to your all-around fitness for the job you want4 ,sidenote3 ,self-,respect ,use what you know without pandering to the lower motives of your new employer4 ,impel him to like you for what you are1 and not merely for what you bring4 ,open his eyes to your better nature1 not to the worst side of you4 ,he will see in you the better qualities of himself and appreciate them4 ,have your own motives right2 then there will be no danger that you will appeal to the wrong motives of the other man4 ,of course you must have the highest respect for your own motives4 ,this necessitates high character4 ,you must be honest in the very structure of your being4 ,you need1 too1 absolute faith in yourself and in your proposition1 and faith in the desirability of your service to the other man4 ,finally1 you must be consecrated to the motive of rendering him service4 ,sidenote3 ,postpone ,criticism ,until ,desire ,is ,stimulated ,it is poor salesmanship to let your prospect begin to analyze your faults until you have made yourself thoroughly pleasing to him4 ,before you complete the selling process you should admit your own faults1 rather than let him discover them4 ,but skillfully postpone this step until you get yourself wanted4 ,then your prospect will be inclined to co-operate in disposing of objections to you2 whereas if criticisms arise too soon in the selling process they may prevent him from liking you thoroughly1 and may check your purpose before you get yourself wanted4 ,sidenote3 ,right ,time to ,face ,the ,music ,a merchant received an application for employment in his private office from a young man who created so pleasing an impression that the employer decided to make him his secretary4 ,he outlined his ideas to the applicant1 who entered into them most enthusiastically2 thereby increasing the liking of his prospective employer for him4 ,then the young man sat up straight in his chair1 looked the merchant squarely in the eye1 and said1 ,no one in this city knows it1 but when ,i was eighteen years old ,i stole ten dollars and was sentenced to the reform school4 ,that was seven years ago4 ,i never have done anything dishonest since1 and ,i never will again4 ,but you have a right to know my whole record before you employ me in a position of such trust4 ,if the candidate had confessed his blemished record before making himself thoroughly desirable1 it is practically certain that he would not have won the place4 ,he got it because he handled the objection after instead of before creating the desire for his services4 ,sidenote3 ,concentrate ,on ,suggesting ,qualifications ,we shall consider in the next chapter how to meet and handle objections1 how to deal with your faults4 ,but as we postpone our study of that step in the selling process2 so should you postpone consideration of your faults and shortcomings1 until you get yourself wanted4 ,do not dodge direct questions1 but courteously request that you be permitted to answer them a little later4 ,at this stage of selling the true idea of your best capabilities concentrate upon the moderate1 truthful suggestion of your qualifications4 ,sidenote3 ,gaining ,prospect's ,confidence ,the first result to be desired in selling is the confidence of the buyer4 ,use all your manly qualities to win this confidence deservedly4 ,then when you honestly admit your faults and shortcomings1 you will be aided to win out in the end by the confidence you have already inspired in the other man4 ,very often the applicant for a position fails to get it because he merely presents the abstract idea that his services are for sale4 ,he does not picture himself in actual service4 ,the presentation of abstract ideas is an appeal only to the interest or mind side of the other man4 ,the presentation to his imagination must go beyond his interest1 if his heart desire for the services is to be secured4 ,therefore it is highly important to your success in getting yourself wanted that you plan how you actually would serve on the job1 and when you are talking with your prospective employer1 speak as if you were at work4 ,sidenote3 ,picture ,yourself ,at ,work ,if you imagine yourself fitted into a particular job1 and show yourself there to the mind's eye of your prospect1 he will have to go through the mental process of getting you out of the imaginary job4 ,that will be much harder for him than it would have been to keep you out in the first place4 ,if you merely present the services you could render1 and don't picture yourself as actually rendering them1 you haven't won even the imaginary job4 ,but if you do paint yourself into a chosen place1 and can make your prospect see you in that position1 the suggestion will impel him to copy imagination with actuality4 ,he will consider you as if you were on the job4 ,evidently when you have won this advantage1 he will be inclined to want to keep you at work1 unless you do something or manifest some quality that makes you undesirable4 ,sidenote3 ,no ,doubt ,about ,success ,getting yourself wanted is a process that can be brought to a successful conclusion with absolute certainty4 ,it is not difficult to understand human nature if you are willing to see clearly into yourself4 ,it is only necessary1 then1 that you subordinate your personality to the personality of the other man4 ,learn what he wants1 and avoid showing him that you want something from him4 ,show him instead that you can supply what he lacks4 ,complete and round out the process by suggesting the particular qualities in yourself that your prospecting and size-up have indicated to be the qualities he especially likes4 ,he will want you then4 ,he can't help it4 ,,chapter ,x ,obstacles ,in ,your ,way ,sidenote3 ,mountain ,climbing ,there is no great mountain in the world that has a natural1 smooth road with an easy grade all the way to the top4 ,mountain climbing requires some hard work4 ,it involves getting around1 or going over1 or removing many obstacles that block the path upward4 ,you will encounter similar difficulties1 obstacles1 and resistance on your way to success4 ,if you cannot pass them1 your ambition will be defeated4 ,you will quit the climb1 discouraged2 or will be driven back1 a failure4 ,in order to assure your success you must now ascertain dependable ways to conquer obstacles4 ,this advance knowledge will make them seem less formidable4 ,since you will have definite plans for dealing with the difficulties that may obstruct your path1 you will not feel hopelessly blocked when you face them4 ,sidenote3 ,knowing ,how ,no great mountain has ever been scaled by a novice ignorant of the science1 and unskilled in the art of climbing to supreme heights4 ,but an expert mountaineer learns from mastering one peak something about how to climb others4 ,he develops ability to conquer any and all obstacles he may meet4 ,he proves repeatedly that what would be impossible to a novice is a certainty to him4 ,he starts the most difficult ascent with absolute confidence that he will gain the top4 ,sidenote3 ,obstacles and ,resistance ,you likewise can feel sure of your ability to reach the highest peaks of success4 ,in preceding chapters you have been shown how to take advantage of the easiest way up by following the guide marks of salesmanship at every step4 ,now we are to study the obstacles you will encounter1 in particular the objections the prospect may raise to frustrate your purpose4 ,at this stage of the selling process you will be like a mountaineer fighting in the ,alps4 ,it will probably be necessary that you overcome or evade considerable human resistance while you are climbing toward your goal4 ,let us assume that you have already gained a chance to sell your capabilities to the particular man through whom you expect to succeed4 ,he has heeded your knock and welcomed you into his interest4 ,you have made such a presentation of your desirability and service value that he wants you to be associated with him4 ,but now it will be natural for him to begin a critical analysis1 seeking whatever faults he can discover or imagine in you or your proposition4 ,your success or failure in your ultimate purpose is likely to depend on how you handle the criticisms he raises4 ,therefore it is of vital importance that you learn in advance sure ways to gain your goal despite normal opposition4 ,sidenote3 ,objections ,are ,natural ,recognize first that it is natural for your prospect to raise objections1 whether he is favorably impressed or not4 ,his resistance to your purpose may be only a precaution4 ,perhaps it does not indicate opposition at all4 ,he may want you to convince him you are all right2 so that he will feel entire confidence in his own judgment when he finally does as you wish4 ,or he may object for no other purpose than to test you thoroughly4 ,if this is the case1 his sympathies will all be with you while you are dealing with the obstacles he puts in your way4 ,evidently objections of this sort should not be handled the same as the objections of opposition4 ,it is necessary that you distinguish between the two kinds and that when dealing with each specific objection you determine in your own mind what is its source4 ,there should be nothing in your method of handling the obstacle that might antagonize your prospect4 ,you should take fullest advantage of his every inclination to cooperate with you in his thoughts and feelings4 ,he may be pulling for you strongly when he seems to be bucking the hardest4 ,sidenote3 ,objection is ,favorable ,sign ,an objection really is a favorable sign4 ,if you call upon a prospective employer who1 after hearing your presentation1 begins to find fault with it and with you1 or tries to evade your proposal1 you may be sure that you have carried him along a considerable distance toward the accomplishment of your purpose4 ,he objects or evades because he is on the defensive4 ,you have him going4 ,he is wary1 and so takes measures for self-protection4 ,the moment your prospect begins to raise objections in your way1 he indicates that he is not entirely comfortable in his own mind about escaping from your salesmanship4 ,he has felt the tug of desire2 but he does not feel sure yet that you deserve his confidence1 or else he has a pretty positive idea that in this matter of your possible employment his interests and yours are different4 ,he is looking out for himself4 ,sidenote3 ,welcome ,opportunity ,to ,strengthen ,yourself ,however1 you have come with a true service purpose4 ,you believe he needs you2 that you can satisfy a lack in his business4 ,you feel your interests and his are alike1 not different4 ,you know that you have no intention to put anything over on him4 ,you want your prospect to be absolutely satisfied with what you propose4 ,therefore you should welcome every chance to convince his mind and win his confidence4 ,an objection affords you an opportunity to overcome it1 and so both to strengthen your proposition and to weaken his resistance4 ,sidenote3 ,don't ,set ,up ,straw ,men to ,knock ,down ,you should not1 however1 bring up objections that the prospect has not raised in his own mind4 ,that would be putting up a straw man and knocking him down1 which is profitless and unconvincing4 ,of course you must clear the path when there is no other way to proceed1 but do not block it yourself4 ,sometimes it will not be advisable to clear the path4 ,if you can get around a difficulty you see1 without attracting your prospect's attention to it1 you will be wise to go some indirect way to your goal4 ,suppose1 for example1 that you know the salary you want is higher than your prospect has been accustomed to pay4 ,it will be good salesmanship for you not to refer to the amount you have in mind1 until after you have carried him along with you to consider the profits he will make from engaging your services4 ,since you plan to show him that these profits will pay your salary1 you will be wise to avoid the matter of your compensation until you have approached nearer to the successful conclusion of your selling process4 ,sidenote3 ,avoid ,troubles by ,forethought ,almost every difficulty and opposition you are likely to encounter can be anticipated4 ,don't wait until you come face to face with an obstruction in the way of success4 ,let forethought carry you imaginatively into just such a situation4 ,think yourself out of a possible difficulty before you actually get into it4 ,then you can win the respect of your prospect by proving on the spot that you are not a man who can be dodged or blocked1 or cornered4 ,every time you pass an obstacle1 you will be a long step nearer to success in selling your services4 ,suppose an employer says to you1 ,you are too young4 ,you have had no experience in this line of work4 ,you cannot deny your youth and you should not defend it as if it were a fault4 ,nor can you claim experience you have not had4 ,but it is unnecessary for you to indicate any feeling that inexperience is a demerit4 ,an ordinary applicant might be discomfited by such resistance to his purpose4 ,if you are a skillful salesman1 you will be prepared to deal with this very obstacle and will turn it to good account4 ,you can say at once3 ,sidenote3 ,value of ,adaptability ,because ,i am young1 ,i am adaptable to your methods1 instead of being set in ways that might differ from yours4 ,true1 ,i am not experienced4 ,therefore1 ,i haven't any wrong ideas to unlearn4 ,think of me as raw material that won't have to be re-made1 and that can be easily shaped as you want to form it4 ,i realize it will take some work on your part1 but the product will be satisfactory to you when it is done4 ,it seems to me that the only question involved is whether or not ,i would make it worth your while to do the work on me4 ,the fact that ,i have come to you of my own choice proves ,i really want to be employed here4 ,i assure you now that ,i will make my services worth any pains you take to teach me your methods1 and ,i will be just as eager to remain as ,i am to start4 ,sidenote3 ,use ,objection ,as a ,sales ,help ,analyze this method of dealing with any particular obstacle4 ,plan to get rid of the obstruction completely1 leaving the way ahead smoothed4 ,when the objection of the prospect is so skillfully disposed of1 his desire for your services is stimulated4 ,he wants you more1 because he likes you better now that you have cleared away the obstacle4 ,thus you have utilized the objection as a help in selling yourself successfully4 ,just so a mountain climber uses the rocks he encounters as holding places to help him climb higher4 ,your prospect may say that he has no need for such services as you offer4 ,he may state reasons why you are not needed in his ,business4 ,but if you have prepared yourself thoroughly1 each disclaimer of his lack1 every suggestion of an objection1 will give you an opportunity to prove in some specific way your service value to him4 ,the president of a manufacturing company had an ironclad rule that all positions in his business were to be filled by promotion4 ,he never hired a new employee except to start at the bottom4 ,a competent young office man applied for a situation4 ,he was turned down flatly4 ,the company's policy was quoted as the reason4 ,he met this obstacle in a new way4 ,sidenote3 ,making an ,exception ,one of the principal reasons ,i came to you1 ,mr4 ,blank1 is that ,i hope to benefit from your rule myself4 ,i want to get into a company where ,i will know that the way to advancement is sure without going outside for my chance4 ,but by my experience in other employment ,i have developed certain capabilities that would warrant you in making an exception to your rule1 in my case4 ,you do not audit your own books4 ,yet you have been self-auditing your methods of office operation4 ,another thought ,i want to suggest4 ,you know that in the royal families of ,europe the stock runs down because they don't get in fresh blood4 ,i would not advocate a change in your general policy4 ,but you have already made an exception to your rule in having your books checked by a public accountant whom you engage by the year for that purpose4 ,i propose to bring in the outside viewpoint for the study of your office system1 with the expectation of suggesting possible improvements4 ,i want to introduce fresh blood1 and yet to become part of your organization family4 ,it is sound business for you to engage me because ,i am from the outside4 ,you need an auditor of your operations as much as an auditor of your accounts4 ,this view of the matter had never been presented before to the employer4 ,it won him over to the proposal4 ,the new man broke in where every preceding applicant had failed4 ,sidenote3 ,apparent ,objections ,thus far we have considered actual obstructions1 real blocks in the salesman's way4 ,now let us turn our attention briefly to obstacles that are only apparent1 to resistance that is but a feint4 ,your prospect may try to put you off4 ,or perhaps he will attempt to evade uttering a downright refusal1 and instead will make some sort of an excuse for not doing what you wish4 ,if you dignify these artificial or merely apparent obstacles by treating them as real obstructions1 you will hinder your own progress toward success4 ,sidenote3 ,danger of ,losing ,ground ,gained ,you have secured your chance to present your services for purchase4 ,you have made real progress toward the successful accomplishment of your ultimate purpose4 ,nearly always if you let yourself be put off for any reason1 without making a definite advance toward your final goal1 you will lose some of the ground already gained4 ,when your prospect attempts to evade the issue by making an excuse or by postponing further consideration of the subject1 he tacitly admits that your position is strong4 ,but if you have to start the selling process all over again at another time1 if you let him put you off when your position is strong1 you will be weaker when you attempt to resume your sale4 ,sidenote3 ,do ,one of ,two ,things ,should you be put off1 do one of two things4 ,either disregard the evasion entirely and go straight ahead with your selling process2 or1 if you consent to the postponement or evasion1 take advantage of your strategical position of strength to make a definite advance toward the accomplishment of your purpose4 ,for examples of the two methods let us consider suppositious cases4 ,sidenote3 ,driving ,ahead ,your prospective employer might say1 ,i'll think over your application4 ,come in next week and ,i'll let you know my decision4 ,you can handle this evasion effectively by going directly ahead and proposing1 ,i am perfectly willing that you should think over my usefulness to you1 but during the week you are considering me for future employment1 let me actually work on the job4 ,if you decide that you don't want to keep me1 tell me so at the end of the week and there will be no charge for my time4 ,you will be driving straight toward your goal1 not even pausing when he attempts to put you off4 ,sidenote3 ,strengthening ,position ,this effort at evasion or postponement might be handled in a different way4 ,you could say to the prospective employer1 ,very well4 ,i will return in a week for your decision4 ,meanwhile ,i will submit some additional references as to my character and energy4 ,i ask also that you permit me to save a week instead of wasting it4 ,i should like your permission to spend this next week in your office1 studying the job4 ,then if you decide to employ me1 as ,i believe you will1 ,i will be already broken in4 ,such a proposal is hard to refuse4 ,while you would consent to the postponement or evasion of decision1 you would be strengthening your own position4 ,sidenote3 ,make ,progress ,in one way or the other you can make progress4 ,either you can brush the evasion aside and carry your prospect through to the closing stage of the sale of your services1 or you can close an intermediate sale on the spot1 as in the second illustration4 ,sidenote3 ,forcing ,real ,objection ,do not1 therefore1 treat evasions and postponements as real obstacles4 ,even in case you cannot induce your prospect to go ahead with you1 or close an intermediate sale1 you can avoid being blocked by his attempt to put you off4 ,when he sees that he cannot get rid of you by his subterfuge1 he will be forced to make a real objection4 ,he will not give you another weak excuse after you have disposed of his first attempt to evade4 ,when he tries to block you by making a real objection1 after the failure of his excuse or postponement1 he will fall right into your plan of the sale4 ,you will be all ready for the objection he states4 ,you will know exactly how to handle it and turn it to good account so that his opposition will be weakened and you will add to your strength4 ,let us suppose your prospect comes out with the flat statement1 after you prevent him from putting you off1 ,no1 ,i have made up my mind not to add any new employees for the present4 ,he thinks that settles the question4 ,in reality it affords you a sales opening4 ,you retort1 ,your attitude is perfectly right4 ,you do not want to add to expense4 ,i should feel the same way myself1 were ,i in your position4 ,however1 ,i am not going to be an expense4 ,i shall be a money-maker4 ,i know you have no objections to increasing your profits4 ,his opposition would have given you your lead4 ,sidenote3 ,unsound ,objection ,a man applied for a position in a bank4 ,business in general was dull2 so the president tried to put him off4 ,the position sought offered any one filling it opportunities to develop increased business for the bank along certain lines4 ,thus the objection of dull times was plainly unsound4 ,the applicant felt1 however1 that it would be a mistake to urge very strongly his ideas about increasing the business4 ,he believed the president would not accept them if fully stated4 ,so the young man met the attempted evasion by drawing the banker on to a step that committed him only to the beginning of the program outlined4 ,i appreciate that business is not rushing at present1 he said4 ,therefore you will have time to study how ,i propose to develop some new business4 ,if you were very busy1 you would not be able to investigate my plan thoroughly4 ,you may not care to put it into effect just now1 but while you have comparative leisure let me give you an illustration of ways in which my idea can be worked out4 ,it is unnecessary to discuss salary or a definite engagement at present1 if you prefer to wait awhile4 ,but with your permission ,i should like to come in here for a month and demonstrate a few of my ideas in actual practice4 ,at the end of that time ,i will show you a chart of the results4 ,sidenote3 ,evasion ,turned to ,selling ,aid ,the evasion was turned into a selling aid4 ,the banker1 naturally desirous of making additional profits1 could not very well turn down such a proposal4 ,he would have felt a little ashamed to accept services without paying for them4 ,therefore he gave the applicant a chance and agreed to pay him a moderate salary from the beginning4 ,the new man went to work immediately1 and very soon demonstrated such value that his compensation was increased to an entirely satisfactory amount4 ,sidenote3 ,don't ,fight ,back ,already in this chapter you have been warned against handling an objection in such a way that the natural antagonism of the man who makes it will be increased by your method of dealing with his opposition4 ,when he resists you1 or puts obstructions in your way1 you of course must take the measures that are necessary to enable you to proceed with your purpose1 notwithstanding the obstacles he raises4 ,but if he acts antagonistic1 be careful not to appear to fight back4 ,avoid making the impression that you regard him as an opponent4 ,your difficulty in closing the sale will be lessened if you keep him from feeling at any time that he needs to adopt measures of self-protection against you4 ,sidenote3 ,diplomacy ,and ,tact ,when your progress is obstructed1 it is necessary that you use a very high degree of diplomacy and tact4 ,this will carry you much farther toward your purpose than any manifestation of naked force4 ,of course you must meet many objections squarely4 ,you will encounter obstructions that cannot be avoided1 opposition that will not step aside4 ,there will be occasions when it will be necessary for you to employ force4 ,but you can always conceal the iron hand in the velvet glove if you exert your force in tones and with gestures or movements1 rather than by making word statements4 ,the art of suggestion can be employed as effectively at the objection stage as at any other step of the selling process4 ,let us assume that you are a greenhorn4 ,but you believe yourself capable of filling a certain position4 ,you apply for it4 ,your prospective employer questions your capability because you lack experience4 ,he refuses your application1 and declares he is unwilling to run the risk of having you make mistakes that might be expensive to him4 ,sidenote3 ,using ,suggestion ,instead of ,statement ,you know that you are very careful1 and that you would not take any important action on your own responsibility if you were in doubt whether or not you were right4 ,you feel that his objection is unsound2 that he is exaggerating caution4 ,but it would certainly be a mistake for you to say1 ,nonsense6 ,that would make him bristle4 ,of course you want to show him that you do not take his objections seriously4 ,you can make the right impression by smiling at his statement4 ,you can reinforce the effect of your smile by making a horizontal gesture with your hand4 ,if you shake your head slightly1 force will be added to your denial of incapacity or rashness4 ,it may not be necessary for you to say anything4 ,possibly your suggestion will be stronger if you simply ignore the point he has raised against you4 ,usually1 however1 in such a case it is best to employ a few quiet words in disposing of the objection2 though chief reliance should be placed on the suggested meaning behind the statement4 ,sidenote3 ,your ,stake ,in ,your ,opportunities ,i recall the case of a man who handled an objection of that sort by first smiling while shaking his head and making a gesture of negation1 and then said1 ,i could not lose much for you1 but if ,i were reckless or irresponsible ,i certainly would lose for myself this opportunity that you see ,i want very much4 ,i have a great deal more at stake than you4 ,you may be sure ,i shall not risk losing my chance to succeed1 by causing you any losses4 ,the tone used was the heart pitch of sincerity1 with the final assurance in the deeper tones of power4 ,the tone and the manner of the applicant for the position indicated such strength that the prospect felt the weakness of his objection and did not persist in it4 ,sidenote3 ,direct and ,qualified ,admissions ,when you make a direct admission of the point the prospect raises against you1 have a strong answer ready and give it to him at once4 ,otherwise you will not rid his mind entirely of the objection4 ,in most cases it is preferable to make only an indirect or qualified admission of the point raised4 ,then the objection1 not having been strengthened by your full confirmation1 can be overcome without the use of much force or power4 ,sidenote3 ,straight-out ,agreement ,with the ,objection ,if your prospective employer says to you1 ,we are not making any money4 ,i do not intend to put on a new man1 diplomacy requires you to admit unequivocally the truth of his assertion that his business is not profitable4 ,he may be exaggerating a temporary condition1 but he would take offense if you should question his blunt statement4 ,therefore agree with him1 and having prepared the opening with your tact1 introduce to his mind agreeable ideas of satisfying his want for profits4 ,you might say1 ,i realize business is poor4 ,that is one of the reasons ,i come to you just now4 ,if you were making plenty of money1 you would not appreciate the value of my ideas for increasing your profits4 ,the results of the work ,i propose to do might not be sufficiently conspicuous among other large earnings to attract your especial notice4 ,this period of depression gives me the very opportunity ,i need to prove to you that ,i would be a money-maker1 and not an expense to you4 ,surely you would like to have me demonstrate that4 ,all ,i ask is a chance to convince you4 ,judge me by the results4 ,analyze this unequivocal admission of the validity of the objection4 ,such cases can often be handled most effectively by granting the point raised1 directly and without any reservations1 and then answering the objection in such a way that it is completely removed as an obstruction4 ,this is good salesmanship4 ,sidenote3 ,indirect ,admission ,suppose1 however1 you feel the objection of poor business is unsound4 ,let us assume that this prospective employer you are interviewing has a dull season every year4 ,therefore the condition of which he complains is simply normal1 and his objection is put forward as an excuse for rejecting your application4 ,in such a case you do not want to make the obstruction more formidable by fully admitting its validity4 ,yet tact forbids you to deny its soundness4 ,it will be better salesmanship to recognize indirectly the point raised than it would be to give your full agreement with the objection1 as in the above example of an unequivocal admission4 ,you might use such an answer as this3 ,sidenote3 ,that is ,true1 ,but ,i notice1 ,mr4 ,blank1 that you are making some extensive repairs on your factory4 ,though this involves additional expense in your dullest season1 you are having the work done now because this is your slackest time4 ,true1 your profit showing at present will not be so good as it would be if you did not make the repairs4 ,but the earnings of your business will be improved during your busiest season and you will avoid the extra expense of interrupting your production when it is at the maximum4 ,this1 of course1 is the time to have your repair work done4 ,it would not be good business to put it off4 ,my proposal that you engage me now is directly along the line of your own policies4 ,what ,i would do in your office might be called repair work4 ,your dull season is the time to have it done4 ,i can introduce my efficiency ideas now without disorganizing your operations4 ,then1 when you are busiest1 the new system will be in perfect working order1 for your service4 ,sidenote3 ,adapt ,solutions ,to ,your ,own ,problems ,when you study illustrations of the application of basic principles1 do not give them merely superficial consideration4 ,examples are of slight value unless they suggest to you how you should use your imagination to make illustrations of your own in actual practice of the principles4 ,whatever your need for help in selling your services1 and whatever difficulties you may have to overcome or get around1 you will find in the pages of these books cues to the methods of certain success4 ,evidently1 however1 the scope of the series of chapters must be somewhat limited4 ,none of the answers to the major problems of salesmanship are omitted from the contents1 but you must apply and fit the given solutions to your individual necessities4 ,sidenote3 ,two ,bases of ,objections ,turn your thought now to the different bases of objections4 ,it is of the utmost importance that you know whether the obstruction is raised by the mind or by the heart of your prospect4 ,mental resistance can be met and overcome by ideas1 by points introduced by your mind into the mind of the other man4 ,his heart may not be involved4 ,but if there is feeling in his opposition1 it is necessary that you displace it with a different feeling toward you and your proposal4 ,the heart of your prospect must be turned from antagonism to friendliness1 if it is involved in an objection4 ,therefore when a point is made against you1 decide from the evidence whether the obstacle raised has an emotional or a mental basis4 ,treat it accordingly4 ,use your own mind principally in dealing with the purely mental objection of the prospect4 ,but depend on drawing out his heart with yours if his emotions are involved in his opposition4 ,sidenote3 ,mental ,basis ,suppose you have a plan about engaging in a certain business4 ,you have worked it out carefully and are confident that it is a winner4 ,but you need financial backing4 ,so you go to a man who has money1 and apply to him for a loan4 ,he listens to your plan4 ,when you finish explaining1 he refuses your request4 ,he uses the mental tone of cold business when he states his reason4 ,you offer me no security4 ,i am not in the habit of lending money without it4 ,his words and manner indicate that he has listened to your plan without the slightest feeling of sympathy for your purpose4 ,his emotions have not been stirred4 ,he is turning you down simply because his mind is opposed to the form of investment you propose for his money4 ,it would be futile for you to make an emotional appeal to this man1 in the hope of getting rid of his mental objection4 ,he would be disagreeably impressed were you to attempt to stir his heart4 ,you cannot offer him the security he has in mind1 but you need not be balked for that reason4 ,it is possible for you to make an appeal to his mind only1 and to suggest to him ideas of security that he has not considered4 ,mr4 ,j4,p4 ,morgan1 you might remind him1 when asked the basis upon which he loaned money1 replied1 ',character1 principally4' ,i offer you the security that ,mr4 ,morgan considered most important4 ,you know my reputation is good4 ,you perceive that my plan is sound1 and that ,i have thought it out thoroughly4 ,you do not expect me to lose money4 ,i have proposed to protect you as fully as possible by agreeing in advance that ,i will take no step until after your approval has been given4 ,therefore1 in addition to my character1 ,i am offering you the security of your own mature1 sound judgment on all operations4 ,sidenote3 ,a ,new ,idea ,of ,security ,don't you believe that my squareness1 guided by your advice1 would secure you8 ,i have applied for a loan of only ten thousand dollars4 ,you will absolutely control the expenditure of the money4 ,you know1 therefore1 that at the worst ,i could not have a large loss4 ,i have offered you life insurance to protect you against the possibility of my death within the next five years4 ,it is altogether improbable that ,i should have a loss of as much as a thousand dollars in the new business4 ,certainly you have sufficient confidence in my ability and integrity to believe that ,i could and would repay you a thousand dollars with interest before the expiration of five years4 ,i expect1 and you expect1 that my venture will prove successful4 ,i have planned a sound business enterprise1 free from the dangers of speculation4 ,with the cooperation of your judgment1 your loan would be a secure investment4 ,i believe you are now convinced of that4 ,sidenote3 ,reaching ,heart ,through ,mind ,notice that the objection is dealt with powerfully2 yet there is no appeal that is aimed away from the prospect's mind4 ,for this very reason his sympathy with the proposal is likely to be stimulated4 ,such salesmanship often has the effect of enlisting the heart of the other man after removing the objection of his mind4 ,sidenote3 ,objection on ,emotional ,basis ,let us assume now that the prospect refuses to make the loan to you because he has been imposed upon before by some one he has backed4 ,he may really want to lend you the money1 but his heart has been so embittered by his previous experience that he turns a deaf ear to your proposition4 ,his opposition is based chiefly on feeling4 ,his heart1 not his mind1 is at the bottom of his refusal of your request for a loan4 ,he would not be reached by the appeal that would be effective with the man in the first example4 ,this second prospect should be addressed something like this3 ,the experiences you have had hurt you1 principally because they have made you lose faith in men4 ,this1 not the money involved1 was your greatest loss4 ,so long as you have only those experiences to think about1 you will be unable to get back your former belief in human nature4 ,you would like to recover it4 ,you would be happy to feel that the men who abused your confidence were exceptions1 and not the rule4 ,sidenote3 ,selling a ,new ,feeling ,if you will lend me ten thousand dollars1 and ,i make good my promises to you1 your new experience with me will go a long way toward restoring your lost faith in men4 ,it is natural that you should feel embittered1 but the taste in your mouth is unpleasant4 ,back me up4 ,i will help you get rid of your bitterness1 and will replace it with a glow of satisfaction4 ,you cannot doubt that ,i will make good4 ,you should not let your old prejudice stand in the way of the gratified feeling you will have when ,i prove to you that all men are not unworthy of trust4 ,after ,i justify your confidence you will be happier for the rest of your life4 ,in the illustration the objection is dealt with emotionally2 because its basis is feeling4 ,no mental appeal is made4 ,the salesmanship in this example is the direct converse of that in the previous illustration4 ,sidenote3 ,the ,best ,rule ,usually1 however1 it is best to counteract objections by making appeals to both the heart and the mind of the objector4 ,in most cases it is safe to assume that his mental opposition involves his feelings to some degree1 and it rarely happens that an objection is so purely emotional that the mind of the prospect does not take part in it at all4 ,so the rule of masterly salesmanship is to use neither the appeal to mentality nor the appeal to feeling exclusively1 but rather to stress one or the other1 while using both4 ,if the objection appears to be based principally on opposition of mind1 it is more important to reach into the prospect's mind with the answer than it is to draw out his heart2 and vice versa4 ,sidenote3 ,emotional and ,mental ,tones ,if the thought behind the objection arises principally from feeling1 it will nearly always be expressed in an emotive tone4 ,by this pitch of the prospect's voice you can determine whether he is speaking chiefly from his heart or from his mind4 ,conversely1 of course1 the mental objection will be pitched in the high head tone4 ,one of the most difficult features of dealing with opposition from the other man is uncertainty as to how much he means of what he says and does4 ,it would be a mistake to take his resistance too seriously or too lightly4 ,therefore it will aid your salesmanship a great deal if you are able to discriminate between the mental and the emotional tones in which opposition is expressed4 ,you can reply accordingly4 ,sidenote3 ,the ,power ,pitch ,it is almost as important that you recognize the pitch of power when it reenforces the words of objection1 and that on the other hand you note when the power tone is lacking4 ,in the first case you will need to reply with considerable force1 whether you appeal to the mind or the heart of the prospect4 ,but when his objection is stated in a powerless tone1 even though it may be accompanied by curtness or bluster1 you need not waste much force on your answering appeal to his mentality or his emotions4 ,sidenote3 ,keep ,ears ,alert ,the mental tone1 as we recall from previous study1 is pitched higher than either the tone of feeling or the tone of power4 ,the medium1 heart tone is vibrant4 ,it rings with sincerity4 ,the power tone is deep1 and most sonorous of the three4 ,keep your ears alert for these indications your prospect will give you unconsciously when he opposes your purpose4 ,the discriminative reading of the tones of objections will greatly reduce the danger of getting your wires crossed when you reply4 ,sidenote3 ,suggest ,strength ,without ,antagonism ,if you have to deal with opposition expressed in the tone of power or with gestures of force1 you will be safe in concluding that considerable feeling is behind the objection4 ,therefore it will be necessary for you to put both feeling and power into your answer4 ,you should be careful1 however1 when you meet such resistance1 not to make the impression that you are engaged in a contest of power with your prospect4 ,throughout the selling process avoid any suggestion that you are fighting back4 ,use the tone of force1 not to indicate that your strength of purpose is greater than the strength of the resistance1 but just to emphasize the basic soundness of your proposition4 ,thus you can suggest that you are sure of your ground1 while you do not dispute the force and sincerity of the other man in making his objection4 ,suppose1 for example1 you apply for a situation in a wealthy firm1 and one of the partners turns you down most emphatically by saying that they can't afford to engage any new men at present4 ,you realize the firm may be losing money temporarily1 but you believe that your services in the capacity you have outlined will be valuable to the partners4 ,you can come back firmly and not retreat an inch from your position4 ,you need not antagonize by manifesting your determination to have the merits of your proposal given due consideration4 ,you know your prospect feels pretty strongly on the matter of increasing his payroll while business is unprofitable1 but you should make him recognize that you believe so thoroughly in your earning capacity that you feel you would justify him in disregarding the temporary depression1 while he considers your service worth4 ,sidenote3 ,units of ,tone ,as we have noted previously1 it is important to know1 at the time an objection is put in your way1 whether or not it is really meant4 ,when deciding in your mind on the right answer to this problem1 you will be helped very much if you size up not only the tone pitch of the objection1 but also the units of tone employed by the prospect in his expression of opposition4 ,if he refuses your application1 but uses just one tone1 you may be sure his negative is not strong4 ,if you do not strengthen it to stubbornness by antagonizing him1 but use tact to get rid of his resistance1 you will not find it difficult to melt away the obstruction4 ,however1 should the ,no be spoken in two or more tones1 with increased stress at the end1 your prospect certainly means his rejection to be final4 ,his mind is fully made up for the time being4 ,it would be poor salesmanship to butt your head against his fixed idea1 just as it would be foolish to tackle a strong opponent when he stands most formidably braced to resist attack4 ,but the two or three toned negative does not mean that the idea behind it is fixed in the prospect's mind forever4 ,any one is prone to change his mind1 unless he is kept so busy supporting a position taken that he has no chance to alter his opinion4 ,sidenote3 ,preventing ,stubborness ,therefore leave alone at first the rock you encounter4 ,get behind the boulder by taking a roundabout path4 ,then quietly dig the support from under the negative idea4 ,if you make no fuss while you are undermining the obstacle1 it will be likely to topple over and roll from your path without your prospect's noticing that it has disappeared4 ,if his interest is diverted from it1 there is no reason why he should turn his mind back to a stubborn insistence on his objection4 ,should he be conscious that the rock of his earlier opposition has rolled away1 he will probably think it lost its balance4 ,he will not realize that you subtly undermined it and got rid of it by your skillful salesmanship4 ,a salesman of an encyclopedia met a prospect who refused to give favorable attention to him and his proposition4 ,no sir-e-e6 declared this objector1 shaking his head emphatically4 ,no more book agents can work me4 ,the last slick one that tried to swindle me is in ja-a-il now1 and ,i put him the-ere6 ,he gloated in two or three tones4 ,sidenote3 ,turning ,back ,a ,turn-down ,good for you6 praised the undaunted salesman1 who had come prepared for adamantine obstacles in his path4 ,if more book buyers would see that such rascals get what's coming to them1 the rest of us salesmen1 who represent square publishers squarely1 would not have to prove so often that we are not crooks like some fellows who have happened to precede us in a territory4 ,please tell me the name of the man who swindled you4 ,he might hit my publishers for a job after he gets out of jail1 and ,i want to warn the boss against him4 ,sometimes those slick rascals pull the wool over our eyes1 too4 ,we are always on the lookout to avoid getting tangled up with them4 ,the salesman pulled out his note book and pencil4 ,when the name was given1 he wrote it down painstakingly4 ,he asked the prospect to spell it for him2 so that he would be sure to get it right4 ,then he thanked the man who had said he would have nothing more to do with book agents4 ,having got around the objector1 the salesman proceeded with his selling talk on the encyclopedia1 as if he had not been turned down flatly to begin with4 ,in less than half an hour he had secured the signature of the prospect to a contract for the finest edition4 ,sidenote3 ,be ,ready for ,opposition ,if this salesman had not been thoroughly prepared to meet the strongest kind of mental and emotional opposition1 he could not have come back so quickly with the appropriate answer that undermined the obstacle4 ,you should be likewise ready for the tough customers one hears about4 ,practice in anticipation various ways of handling every imaginable objection4 ,then1 when you face an actual difficulty1 you will either have on the tip of your tongue a solution of the problem1 or your forethought will assist you to devise on the spur of the moment the way to work out the right answer4 ,again we observe the importance of full preparation1 in assuring successful salesmanship4 ,sidenote3 ,two ,essentials ,of ,resourcefulness ,no quality is more important to the salesman than resourcefulness4 ,its first requisite is knowledge1 particularly advance knowledge of the points that are likely to come up in the course of the selling process4 ,the second is a mind trained to act quickly and effectively in using its knowledge4 ,if you have these two essentials of resourcefulness1 no objection will ever catch you napping4 ,it will do you no good to look up the right answer after you leave the prospect4 ,nothing can be more exasperatingly worthless than an idea of something you might have said but could not think of until too late4 ,have all your facts on tap4 ,and be practiced in making use of them in every imaginable way4 ,rare indeed will be cases that you are not prepared to handle successfully4 ,sidenote3 ,practicing ,come-backs ,i know a salesman who trained himself in resourcefulness by typing on about fifty cards all the objections to his goods or proposition that he could imagine4 ,for ten or fifteen minutes every evening he played solitaire with these cards4 ,he would shuffle them1 held face down1 and then deal off1 face up1 objection after objection4 ,he never could tell which was coming next4 ,in a few weeks he had trained himself to give an answer instantly to each objection1 and to utilize it as a help instead of a hindrance in his selling4 ,thereafter opposition and criticism from prospects had no terrors for this salesman4 ,he was able to get rid of objections so swiftly1 surely1 and completely that they never had time to grow formidable in the mind of the other man4 ,sidenote3 ,adaptive ,originality ,only a little less important than resourcefulness in meeting objections1 is adaptive originality in answering them4 ,the pat1 new reply is always very effective4 ,but do not unduly stress the value of the factor of originality alone4 ,it must be coupled with adaptation to the particular viewpoint of the other man4 ,you must speak his language1 if you would be sure of making him understand you perfectly4 ,sidenote3 ,use ,prospect's ,language ,for example1 suppose you apply to a watch manufacturer for a position in his office4 ,he seems inclined to question your dependability4 ,you will make a hit with him if you quote a detail from one of his own ads and say1 ,i have a seventeen jewel movement1 and then particularize that number of good points about yourself4 ,such a reference preceding a specification of your qualities would be adaptive originality4 ,it would be an expression exactly fitted to the way this prospect thinks4 ,so it would be more effective than an ordinary answer to the objection4 ,adaptive originality in disposing of objections is a manifestation of tact and diplomacy--the fine art of letting the other man down with a shock absorber instead of jolting him to your way of thinking4 ,sidenote3 ,keep ,train of ,thought on ,main ,track ,when your prospect starts objecting1 it is up to you to prevent him from wandering far afield4 ,at the objections stage1 as at every other step in the selling process1 you should dominate the other man4 ,tactfully keep him concentrated on the subject and on your application4 ,if he starts to grumble that some man he has engaged previously was no good1 you can smile and reply1 ,you would not give me credit for anybody else's fine work1 and of course you do not blame me for what that fellow did4 ,you know what points are relevant to the subject you have come to discuss1 and what are not4 ,discriminate1 and make the prospect follow you4 ,restrict your treatment of his objections to points1 means1 and methods that will keep his ideas from switching onto side-tracks of thought4 ,when he wanders away from the subject1 do not ramble with him4 ,promptly and diplomatically run his mind back on the main line of your purpose4 ,you are operating a through train to success4 ,you must not be diverted into picking either daisies or thistles by the right of way while your salesmanship engine stands idle4 ,sidenote3 ,patience and ,calmness ,tact and diplomacy include the qualities of patience and calmness4 ,you cannot deal successfully with opposition if you are impatient or flustered4 ,patience understands the other man and avoids giving him offense2 because it comprehends his way of thinking and is considerate of his right to his opinions4 ,calmness denotes a consciousness of strength4 ,hence it inspires admiration4 ,keep your patience open-eyed4 ,see ahead4 ,do not chafe restlessly because the present moment is not propitious4 ,a better chance for you is coming4 ,because of your vision have faith in your power to make it come4 ,whatever may happen1 be self-possessed when you meet it4 ,you can give no more impressive proof of your bigness4 ,your calmness will win the confidence of the other man4 ,it will help in making the impression of courageous truth4 ,only an honest purpose can meet attack with quiet fearlessness4 ,sidenote3 ,win ,admiration by ,keeping ,upper ,hand ,the chief danger to the salesman at the objections stage is that he may lose control of the selling process4 ,be on your guard to prevent the other man from dominating you by his opposition4 ,you have the advantage at the start4 ,he cannot be so well prepared to make objections as you should be to dispose of them effectively4 ,keep the upper hand4 ,if you have not antagonized his feelings1 your prospect will admire you when he sees that he cannot dominate you and realizes that you will not let him have his own way4 ,you will build up in him a favorable opinion of your manhood1 intelligence1 and power4 ,he cannot help appreciating your art in handling him4 ,sidenote3 ,make ,desire ,grow ,dispose of each objection in such a way that you will get yourself wanted more and more as you remove or get around the obstacles encountered4 ,the prospect's desire for your services should grow in proportion as you overcome his opposition4 ,it is possible to use objections1 or rather their answers1 to strengthen your salesmanship so greatly that it will be easy to gain your object--the job or the promotion you seek4 ,sidenote3 ,hard ,climb ,leads to ,supreme ,heights ,therefore do not quail from the obstacles you meet4 ,recognize in each an opportunity to succeed in demonstrating your capability2 a chance to increase the respect1 confidence1 and liking of your prospective employer4 ,remember1 if there were no difficult1 steep mountains to scale1 the supreme heights of success could not be gained4 ,so1 with shining face1 climb on and up undaunted6 ,,chapter ,,xi ,the ,goal of ,success ,sidenote3 ,nearly ,succeeded ,means ,failed ,after an applicant for a position seems to have the coveted opportunity almost in his grasp1 he is sometimes unable to clinch the sale of his services4 ,he does not get the job4 ,his failure is none the less complete because he nearly succeeded4 ,no race was ever won by a man who could not finish4 ,however successful you may have been in the earlier stages of the selling process1 if your services are finally declined by the prospective employer you have interviewed1 your sales effort has ended in failure4 ,when one has made a fine presentation of his capability1 and therefore feels confident of selling his services1 it shocks and disheartens him to have his application rejected4 ,it takes the starch out of a man4 ,he is apt to feel limp in courage when he turns his back on the lost chance to make good1 and faces the necessity of starting the selling process all over again with another prospect4 ,it is harder to lose a race in the shadow of the goal than to be disqualified before the start4 ,the prospect who seems on the point of saying1 ,yes1 but finally shakes his head is the heart-breaker to the salesman4 ,sidenote3 ,making the ,touch ,down ,of course1 as you have been reminded1 even the best salesman cannot get all the orders he tries to secure4 ,but he seldom fails to close a real prospect whom he has conducted successfully through the preliminary steps of a sale4 ,each advance he makes increases his confidence that he will get the order4 ,the master salesman does not falter and fall down just before the finish4 ,he is at the top of his strength as he nears the goal4 ,all his training and practice have had but one ultimate object--a successfully completed sale4 ,he knows that nothing else counts4 ,he does not lose the ball on the one-yard line4 ,he pushes it over for a touchdown4 ,he cannot be held back when he gets that close to the goal posts4 ,you must be like him if you would make the almost sure victory a certainty4 ,sidenote3 ,don't ,fear ,to ,take ,success ,perhaps the commonest cause of the failures that occur at the closing stage is the salesman's fear of bringing the selling process to a head4 ,he is in doubt whether the prospect will say ,yes or ,no4 ,his lack of courageous confidence makes him falter when he should bravely put his fortune to the test of decision4 ,he does not strike while the iron is hot1 but hesitates until the prospect's desire cools4 ,many an applicant for a position has talked an employer into the idea of engaging his services1 and then has gone right on talking until he changed the other man's mind4 ,he is the worst of all failures4 ,though he has won the prize1 he lets it slip through his fingers because he lacks the nerve to tighten his hold4 ,sidenote3 ,keep ,control ,at the ,close ,doubt and timidity at the closing stage1 after the earlier steps have been taken successfully1 are paradoxes4 ,surely each preliminary advance the salesman makes should add to his confidence that he can complete the sale4 ,his proved ability to handle objections and to overcome resistance should have developed all the courage he needs to finish the selling process4 ,closing requires less bravery and staunch faith than one must have when making his approach4 ,now he knows his man1 and that this prospect's mind and heart can be favorably influenced by salesmanship4 ,is it not a contradiction of good sense to weaken at the finish instead of pressing the advantages already gained and crowning the previous work with ultimate success8 ,yet there are salesmen who seem so afraid of hearing a possible ,no that they dare not prompt an almost certain ,yes4 ,when you have presented to your prospective employer a thoroughly good case for yourself1 do not slow down or stop the selling process4 ,especially avoid letting him take the reins4 ,thus far you have controlled the sale4 ,keep final developments in your own hands4 ,go ahead4 ,smile4 ,be and appear entirely at ease4 ,look the other man in the eye4 ,ask him1 ,when shall ,i start work8 ,suggest that you believe he is favorable to your application4 ,even speak his decision for him1 as though it were a matter-of-course4 ,if the previous trend of the interview justifies you in assuming that he has almost made up his mind to employ you1 pronounce his probable thought as if he had announced it as his final conclusion4 ,he will not be likely to reverse the decision you have spoken for him4 ,his mental inclination will be to follow your lead1 and to accept as his own judgment what you have assumed to be settled in his mind4 ,sidenote3 ,reversing a ,negative ,decision ,a stubborn merchant made a dozen objections to hiring a new clerk4 ,the young man cleared them all away1 one after another1 as soon as each was raised4 ,but the employer leaned back obstinately in his chair and declared1 ,just the same1 ,i don't need any more clerks4 ,this was but a repetition of an objection already disposed of4 ,the applicant concluded1 therefore1 that he had his man cornered4 ,the salesman smiled broadly at the indication of his success4 ,he stood up and took off his overcoat4 ,well1 he said1 you certainly need one less than you did1 now that ,i'm ready to begin work4 ,i understand why you have been putting me off4 ,you wanted to test my stick-to-it-ive-ness4 ,i'm sure ,i have convinced you on that point4 ,you needn't worry about my staying on the job4 ,shall ,i report to the superintendent1 or will you start me yourself8 ,the merchant drew a deep breath2 then emptied his lungs with a burst of astonishment mixed with relief4 ,he could not help laughing4 ,i meant to turn you down1 but you say ,i've made up my mind to hire you4 ,i didn't know it myself1 but you're right4 ,i believe you are the sort of clerk ,i always want4 ,sidenote3 ,expect the ,prospect to ,say ,yes ,remember1 when you face your prospect at the closing stage1 the motive that brought you to him4 ,you came with the intention of rendering him services from which he will profit4 ,you want your capability to be a good buy for him4 ,your consciousness that your motive is right should give you strengthened faith in yourself and in the successful outcome of your salesmanship4 ,it should fill you with the courage necessary to close the sale4 ,neither hesitate nor flinch4 ,confidently prompt the decision in your favor4 ,believe that you have won and you will not be intimidated by fears of failure4 ,your prospect is unlikely to say ,no if you really expect to hear ,yes4 ,even if he speaks the negative1 still believe in your own faith4 ,i know a man who1 a minute after his application was flatly rejected1 won the position he wanted4 ,unrebuffed1 he came back with1 ,eventually1 why not now8 ,his evident conviction that he was needed gained the victory when his chance seemed lost4 ,sidenote3 ,don't ,be ,afraid to ,pop ,the ,question ,we all laugh at the young swain who courts a girl devotedly for months and uses every art he knows to sell her the idea that he would make her happy as his wife2 but who turns pale1 then red1 and chokes whenever he has a chance to pop the question4 ,often the girl must go half way with prompting4 ,when1 thus encouraged1 he finally stammers out his appeal for her decision1 she accepts him so quickly that he feels foolish4 ,women are reputed to be better closers of such sales than men4 ,you smile at the comparison of courting with salesmanship4 ,yet the selling process is as effective in making good impressions of the sort of husband one might be as in impressing an employer with the idea that one's services in business would prove desirable4 ,sidenote3 ,selling a ,future ,husband ,the young man bent on marriage needs to prospect for the right girl1 to secure an audience1 to compel her attention1 to regain it when diverted to other admirers1 and to develop her curiosity about him into interest4 ,he must size up her likes and dislikes2 then adapt his salesmanship to her tastes1 tactfully subordinating his own preferences to hers4 ,if she is athletic1 he will play tennis or go on tramps with her1 however tired he feels after his work4 ,if she is sentimental1 he will take her canoeing and read poetry to her1 though he may prefer detective yarns4 ,throughout his courtship he will do his utmost to stimulate in her a desire to have him as a life partner4 ,whatever objections she makes to him1 he will get rid of or overcome4 ,suppose he has taken all these preliminary selling steps successfully1 and at last the time comes for pinning the girl down to a definite answer to the all-important question1 is there any likelihood that it will be a refusal8 ,of course not6 ,if his earlier salesmanship has been masterly1 the reasons why she will be inclined to accept him in the end are of much greater weight and number than any causes for rejection that she may have thought of previously4 ,sidenote3 ,never ,weaken ,at the ,finish ,he should not fear to close the sale4 ,he has been going strong until now2 why should he weaken at the finish8 ,the master salesman does not quaver then1 or doubt his success4 ,he asks his prospect's decision bravely and with confidence1 or he assumes it as a matter of course and kisses the girl4 ,his heart beats faster than usual1 but he is not afraid of hearing ,no4 ,you should feel the same way after leading your prospective employer successfully through the preliminary stages of the process of selling your services to him4 ,do not falter now4 ,promptly emphasize the idea that the weight1 amount1 and quality of your merits are fully worth the compensation previously discussed4 ,if you are sure of that1 if you have valued your services from his standpoint1 and not just from your own1 you will feel no doubts about the acceptance of your application4 ,you will put your prospective employer through the process of decision as courageously and confidently as you first entered his presence4 ,sidenote3 ,getting the ,decision ,pronounced ,sometimes a prospect will be convinced1 but will not express what is in his thoughts4 ,therefore it is not enough to bring about a favorable conclusion of mind4 ,until this has been pronounced or signified1 it may easily be changed4 ,hence the effective process of decision includes both the mental action of judgment and its perceptible indication4 ,often a prospect who is thinking ,yes will not say it until he is prompted by the salesman4 ,sidenote3 ,a ,lawyer ,sums ,up the ,case ,when a lawyer is trying a case1 he endeavors to bring out the evidence in favor of his client and to make the jury see every point clearly4 ,he shows also the fallacies and falsities of opposing testimony4 ,but after all the evidence has been given1 the case is not turned over immediately to the jury for decision4 ,if that were done the lawyer would miss his best chance to influence the jurors to make up their minds in his favor4 ,they are not so familiar as he with the facts and their significance4 ,they would be apt to attach more importance to some details of testimony1 and less to others1 than the circumstances warrant4 ,so1 to assist the jurors in arriving at their verdict on the evidence1 the lawyer sums up the case4 ,he lays before their minds his views1 and tries with all his power and art to convince them that his word pictures are true reproductions of the facts in their relation and proportion to all the circumstances surrounding the issue4 ,sidenote3 ,preponderance ,of ,evidence ,the object of the lawyer when he addresses the jury is to make the convincing impression that the testimony in favor of his client far outweighs the evidence on the other side4 ,he adjures the twelve men before him to weigh the evidence carefully4 ,he declares the judge will instruct them that in a lawsuit the verdict should be given to the party who has a preponderance or greater weight of proof on his side4 ,at this closing stage of the case the lawyer acts as a weighmaster4 ,he wants to make the jurors feel that he has handled the scales fairly1 that he has taken into consideration the evidence against him as well as the facts in his favor2 and that the preponderance of weight is as he has shown it--so that they will accept his view and gave him the verdict4 ,if he feels a sincere conviction that he is right in asking for a decision on his side1 he makes his closing address with the ring of confidence4 ,he looks the jurors in the eye and asks for the verdict in his favor as a matter of right4 ,he does not beg1 but claims what the weight of the evidence entitles him to receive4 ,sidenote3 ,treat ,your ,prospects ,as ,jurors ,the jury that will decide on your application when you apply for a position will usually consist of but one man1 or will be composed of a committee or board of directors4 ,treat him or them as a jury4 ,remember that your capabilities and your deficiencies are on trial4 ,close your case with the same process the skillful lawyer uses when he sums up the evidence and weighs it before the minds of the jurors4 ,do what he does as a weighmaster4 ,avoid making any impression that you are not weighing your demerits fairly1 though you minimize their importance2 also miss no chance to impress the full weight of your qualifications4 ,the essence of good salesmanship at this stage of the process is skillful1 but honest weighing4 ,that means using both sides of the scale1 to convince the prospect that the balance tips in your favor4 ,he will not believe in the correctness of the ,yes weight unless you show the lesser weight of ,no in contrast4 ,then he cannot help seeing which is the heavier4 ,decision on the respective weights is only a process of perception4 ,sidenote3 ,the ,process ,of ,perception ,let us suppose the employer has asserted the objections that you are not sufficiently experienced to earn the salary you want1 and that you don't know enough yet to fill the job4 ,it would be poor salesmanship to try to convince him that you have had a good deal of experience4 ,if you exaggerate the importance of the things you have learned1 he almost surely will judge you to be an unfair weighman of yourself4 ,so you should tacitly admit your inexperience and treat the value of experience lightly by reminding him that his business is unlike any other4 ,then bear down hard on your eagerness to learn his ways and to work for him4 ,thus you can make him perceive the two sides of the scale as you view them4 ,sidenote3 ,tipping the ,balances ,your ,way ,it is possible for you so to tip the balances in your favor1 though previously the mind's eye of your prospective employer may have been seeing the greater weight on the unfavorable side4 ,it is legitimate salesmanship to influence the decision of the other man in this way4 ,your weighing is entirely honest2 though you sharply reverse the balances4 ,certainly you have the right to estimate the full worth of your services1 to depreciate the significance of points against you1 and to picture your desirability to the prospect as you see it1 however that view may differ from his previous conception4 ,if your picture of the respective weights is attractive and convincing1 the other man will adopt it as his own and discard his former opinions about you4 ,not only will he accept the idea of your capabilities that you make him perceive2 he also will see that your deficiencies are much less important than he had before considered them4 ,sidenote3 ,serving ,hash ,for ,dessert ,beware of a mistake commonly made by applicants for positions who do not understand the art of successfully closing the sale of one's services4 ,when they try to clinch the final decision1 they just repeat strongly all their best points4 ,they make no mention of their shortcomings4 ,for dessert1 in other words1 they serve a hash of the best dishes of previous courses4 ,is it any wonder that such a close takes away any appetite the prospect may have had8 ,what would you think of a lawyer who had closed his case by simply reading to the jury all the testimony that had been given on his side1 but who had made no reference to the opposing evidence8 ,if you were a juror1 would you vote for a verdict in favor of the side so summed up8 ,of course you would have heard the testimony of both parties to the case1 but you would not feel that the lawyer who ignored the evidence against his client had helped you to arrive at the conclusion that he had the preponderance of proof on his side4 ,on the contrary1 you probably would be inclined to attach to the opposing evidence greater weight than the facts justified1 and would discount whatever the lawyer claimed for his client4 ,you1 yourself1 would act as weighmaster2 and would give the other party to the suit the benefit of any doubt in your mind as to the contrasting weights of the testimony pro and con4 ,the lawyer's failure to weigh all the evidence before your eyes would make the impression on you that his view of the case was unfair to his opponent4 ,if you felt at all doubtful1 you would be likely to vote against him in order to make sure that the other side received a square deal4 ,sidenote3 ,weigh ,both ,pros and ,cons ,before ,jury ,the jury that is to decide favorably or unfavorably on your application for a position will feel similarly inclined to reach a negative conclusion if in closing you omit the process of weighing the pros and cons1 and emphasize only your strong points4 ,it is good salesmanship to stress these at the finishing stage1 but they should be pictured in contrast with lighter objections to your employment4 ,in order to convince the prospect that the reasons for employing you outweigh the reasons for turning you down1 you must show his mind both sides of the scale4 ,if you fail to do this1 his own imagination will do the weighing and is certain to bear down with prejudice on every point against you4 ,it will also depreciate your view of the points in your favor4 ,the other man will make sure that he is getting a square deal on the weights1 since he will believe you1 too1 are looking out only for ,number ,one4 ,sidenote3 ,to ,make ,certain ,do ,the ,weighing ,yourself ,the certain way to make your prospect perceive that the reasons for accepting your proposal are of greater weight than any causes for turning down your application is to do the weighing yourself4 ,first be sure the heavier weight is on your side4 ,when you fully believe that1 use all the arts of salesmanship to make the other man see the balances as you view them4 ,then he can come to but one conclusion1 that the preponderance is on your side4 ,just as soon as you make the respective weights clear to his perception1 he will be convinced4 ,he cannot deny what his own mind's eye has been made to see4 ,sidenote3 ,get ,prospect ,committed ,therefore bringing about a favorable mental conclusion is not at all difficult4 ,the judgment that your services would be desirable is no harder to gain than a decision that the weight of one side of a scale is greater than the other4 ,any one who looks at the balances sees at once which way they tip4 ,the rub is not in getting the decision made but in getting it pronounced4 ,the sale is not completed until the prospect has committed himself4 ,sidenote3 ,now is the ,acceptance ,time ,he feels that his mental processes are his own secret1 which you cannot read2 so he will not guard against the conclusion of his mind that you would be a desirable employee4 ,but for some reason he may be unwilling to express his thoughts to you just then1 however thoroughly he is convinced4 ,he naturally prefers not to say ,yes at once2 so that he may change his mind if he wishes4 ,you will endanger your chances of success if you let him put off action on his decision4 ,to-morrow he is likely to see the weights in a different light and to imagine less on your side and more against you4 ,now is the time to close the sale1 when he cannot help seeing things your way4 ,sidenote3 ,two ,stages ,of ,closing ,you know that sometimes a juror will be convinced in his own mind1 yet cannot bring himself actually to vote according to his mental conclusion4 ,perhaps he is a wobbler by nature4 ,so a girl may decide in her thoughts that a certain suitor would make a good husband1 yet she may hesitate to accept him just because that step is final4 ,these illustrations impress the importance of discriminating between the two stages of closing a sale4 ,the success of the salesman is made certain only by his knowledge and skillful use1 first of the art of vivid weighing1 and second of the art of prompting the prospect to action on his perception of the difference in the balances4 ,at the closing stage we have encountered again our old acquaintance1 the discriminative-restrictive process4 ,sidenote3 ,closing a ,procrastinator ,a friend of mine who has an advertising agency wanted to secure the business of a prominent manufacturer who was inclined to vacillation4 ,the prospect was always timid about acting and had the reputation of a chronic procrastinator4 ,my friend went ahead with the selling process in ordinary course until he had proved the desirability of his service and had shown that there was no really weighty reason why the contract should not be given to him4 ,he knew he was entitled to the decision then1 but he did not wait for the timid man to pronounce it4 ,the advertising agent knew the characteristics of the prospect and had planned just how he would handle the finishing stage of the selling process so as to get the order promptly4 ,sidenote3 ,the ,clincher ,held in ,reserve ,he held in reserve a closing method that a less skillful salesman probably would have used earlier in the sale instead of reserving it especially for the end4 ,as soon as he had completed the weighing process my friend took from his pocket a sheet of copy he had prepared for a first advertisement along the line he had proposed4 ,this had been worked out carefully in advance1 just as if the order had already been given for the advertising service4 ,my friend laid the sheet of copy before the prospect1 who was taken completely by surprise4 ,i knew you would want this service as soon as ,i explained it to you1 said the salesman4 ,therefore ,i prepared this ad for the first publication under the plan ,i have submitted1 and which ,i am sure you approve4 ,there is no question that you will get much better results from this copy than you have been receiving from the advertising you are doing now4 ,naturally you want to begin benefiting from my service as soon as possible4 ,i'm all ready to deliver the goods4 ,just pencil your ,o4,k4 on the corner of this copy4 ,i'll do the rest4 ,sidenote3 ,from ,pencil ,to ,pen ,with a smile of confidence the salesman held out a soft lead pencil4 ,the moment the other man involuntarily obeyed the suggestion by accepting the tendered pencil1 he was started on the purely muscular process of pronouncing his approval of the proposition likewise tendered for his acceptance4 ,the informality of the off-hand request that he pencil his ,o4,k4 kept him from being scared off4 ,he did not feel that he had yet committed himself fully4 ,probably1 with characteristic timidity1 he would have shied from signing a formal contract at that moment4 ,but he hesitated only slightly before he scribbled his initials on the corner of the proposed ad4 ,then he handed the pencil back to the salesman4 ,the advertising agent picked up the approved copy1 and at once laid before the prospect a formal contract4 ,simultaneously he tendered his fountain pen4 ,he had started the advertiser to writing his name1 and did not let the process stop4 ,now just ,o4,k4 this1 too1 he directed1 and the whole matter will be settled to your complete satisfaction4 ,then1 to prevent the procrastinator from backing up1 the salesman reached for the telephone on the advertiser's desk4 ,with your permission1 ,i'll call up the----magazine and reserve choice space for this ad4 ,it won't cost any more and by getting in early we'll make the ad most effective4 ,sidenote3 ,decide ,for1 ,then ,commit ,the ,prospect ,my friend manifested complete confidence that the sale was closed4 ,by continuing the process of affirming the decision1 he prevented the prospect from backing up after making his pencilled ,o4,k4 ,being thus committed informally1 the usually vacillating advertiser could not well avoid using the pen put into his hand to sign the formal contract laid before him4 ,without speaking to him1 the salesman pointed to the dotted line while he called the telephone number he wanted4 ,the prospect wrote his name before he had time to stop the impulse that the advertising agent had started4 ,the salesman had both induced the mental decision in his favor1 and impelled its pronouncement4 ,really he first made up the prospect's mind for him1 and then committed him to the decision so made without the other man's volition4 ,sidenote3 ,both ,processes ,in ,right ,sequence ,only by performing both processes in right sequence at the closing stage can a sale be finished under the control of the salesman4 ,if the favorable conclusion as to the respective weights of negative and affirmative is not first worked out before the mind's eye of the prospect1 anything done to commit him to a decision will likely kill the salesman's chances for success4 ,the prospect whose mind is not yet made up favorably1 who does not clearly perceive that the preponderance is on the ,yes side of the scale1 will almost surely say ,no if his decision is prematurely impelled4 ,sidenote3 ,discriminate ,and ,restrict ,hence it is important that the salesman discriminate between the two closing stages1 and that he restrict his selling methods at each stage to the selling processes that are effective then4 ,he must not get the cart before the horse1 as the ignorant or unskillful closer is apt to do4 ,the poor closer does not understand the discriminative-restrictive process4 ,he lacks comprehension of the distinction that should be drawn between the methods he previously has used and what is now required to finish the sale4 ,let us be sure we know how to discriminate2 so that our work at the closing stage may be restricted to the processes that are required to assure success in taking the particular step necessary4 ,sidenote3 ,new ,process ,necessary ,to ,close ,throughout the series of selling steps that precede the closing stage1 the continuing purpose of the salesman is to make the prospect see the proposal in the true light1 as the salesman himself views it4 ,when the selling process draws to a conclusion1 the purpose of the salesman changes4 ,now he wants the prospect to decide and then act upon what has been shown to his mind's eye4 ,if the salesman is to control the close1 he must do something new to prompt decision and to actuate its pronouncement4 ,the unskillful closer1 instead of changing his previous sales tactics1 nearly always devotes his final efforts to making the prospect see more clearly the pictures already laid before his mind4 ,he tries to impress the prospect with a re-hash of perception1 by emphasizing more strongly than before the favorable points brought out clearly at earlier stages4 ,of course it is important that at the close of the sale the prospect have all these points in view1 but it is not good salesmanship to emphasize only the appeal to his perceptive faculties4 ,the guest who has had a good dinner does not need to be told just afterward what he has eaten1 or reminded of the courses by having them brought in again4 ,sidenote3 ,logic and ,reason ,won't ,win ,as it is a mistake to serve at the close of a sale only a re-hash of favorable points2 so is it bad salesmanship to rely on a dessert of logic and reason for the finishing touch4 ,logic and reason provoke antagonism4 ,they are ineffective in bringing about either a favorable conclusion of mind or action on such a decision4 ,if you have presented your capabilities fully to a prospective employer1 do not wind up by marshalling reasons why he should engage you4 ,avoid the use of the major premise1 minor premise1 argument1 and logical conclusion4 ,you cannot debate yourself into a job1 for the judge is made antagonistic by your method1 which puts him on the defensive4 ,it is human nature to resist a decision that logic tries to force4 ,no man arrives at his conclusions of mind by putting himself through a reasoning process4 ,a normal person does not need to reason about things he knows4 ,he knows without reasoning4 ,he attempts to use logic only when he is uncertain what to think4 ,if logic is used by the salesman to convince the other man1 it will be ineffective because it is an unnatural means that the prospect almost never employs to convince himself1 and of which he is suspicious4 ,sidenote3 ,why ,reasoning is ,futile ,a major premise is but an assumption unless it is already known4 ,if it is known1 why should it be proved8 ,since the correctness of the conclusion depends entirely upon the validity of the premise1 it is evidently absurd to attempt to prove a truth from the basis of an admitted assumption4 ,the reasoning process that starts from a truth already known1 and arrives at a truth that must similarly have been known1 is utterly useless and a waste of time4 ,hence1 if you use the reasoning process you will either fail to convince your prospect by starting from a premise that he does not know1 or you will irritate and unfavorably impress him by seeming to reflect on his intelligence when you prove to him something he already knows4 ,that is the wrong way to bring your man to a ,yes decision4 ,if the whole process of the sale could be summed up in just one logical statement at closing1 it might occasionally be practical for the salesman to apply reasoning with good effect to help him secure the decision4 ,but the four steps1 first and second premise1 argument1 and conclusion1 must be applied to every point that is made with reasoning4 ,since the force of the conclusion is largely lost unless the major premise is an absolute truth recognized by everybody1 there is danger of confusion1 and no possibility of convincing the prospect by such methods4 ,besides1 a multitude of reasoning processes would be necessary to cover all the points presented by the salesman and all the objections raised by the prospect4 ,moreover1 as we have seen1 the whole procedure of a logical close falls back upon itself unless everything the salesman hopes to prove was known and admitted to be true before he began to reason it out4 ,sidenote3 ,favorable ,decision ,defined ,favorable decision is the prospect's mental conclusion that it is better to buy than not to buy2 better to accept than to refuse4 ,the process of securing decision is not complex2 it is very simple4 ,as has been said1 the salesman needs only to weigh before the mind's eye of the prospect the favorable and unfavorable ideas of the proposal4 ,any weighing of two mental images always results in a judgment as to which is preferable1 or that one course of action would be better than the other4 ,the mind is never so exactly balanced between contrasting ideas that it does not tip at all either way4 ,sidenote3 ,weighing ,ideas of ,a ,steak ,the skill of the salesman weighmaster1 used legitimately before the mind's eye of the prospect to tip the scales of decision to the favorable side1 is illustrated in the story of a butcher who had been asked by a woman customer to weigh a steak for her4 ,he knew that the weighing process in her mind included more than the balancing of a certain number of pounds and ounces on the scale4 ,against the reasons for her evident inclination to take the selected steak1 she would weigh its cost1 her personal ideas of its value1 and other factors of the high cost of living4 ,sidenote3 ,skillful ,close of ,the ,sale ,the butcher wished to bring her quickly to a favorable decision4 ,he wanted to make up the customer's mind for her in such a conclusive way that she would be prevented from hesitating over the purchase4 ,as a weighman of pounds and ounces he only wanted to show the prospect that he was honest4 ,but in order to tip the buying scales in her mind he put into the balances1 on the side opposite the cost of the steak1 the heavier weight of buying inducements4 ,first he did the actual weighing of the steak2 then he added on the ,yes side of the scales of decision ideas of the excellence and desirability of the meat4 ,he followed immediately with a suggestion of action that would commit the prospect to buying4 ,two pounds and five ounces1 ma'am6 ,only a dollar and forty-three cents4 ,it's the very choicest part of the loin4 ,you couldn't get a cut any tenderer than that1 or with less bone4 ,would you like to have a little extra suet wrapped up with it8 ,sidenote3 ,three ,effects ,produced ,the butcher thus combined in his close three effects4 ,he brought about judgment of the prospect's intellect1 plus increased desire for the goods1 plus the impulse to carry the desire into action4 ,first1 by emphasizing1 ,two pounds and five ounces6 in a heavy tone1 and by depreciating the cost1 ,only a dollar and forty-three cents1 spoken lightly1 he implied that the value of the steak far outweighed the price4 ,thus judgment of the prospect's intellect was effected4 ,second1 to stimulate increased desire for the steak1 the butcher skillfully put on the favorable side of the scales of decision the weight of a suggestion of excellence4 ,he said temptingly1 ,it's the very choicest part of the loin4 ,at this point he also employed contrast1 to make the prospect's desire stronger still4 ,you couldn't get a cut any tenderer than this1 or with less bone4 ,third1 this skillful salesman prompted the immediate committal of his customer to a favorable decision4 ,he impelled her to this affirmative action by suggesting1 ,would you like to have a little extra suet wrapped up with it8 ,he put a question that was easy for the prospect to answer with ,yes4 ,once she accepted the suet offered free1 she tacitly accepted the steak at the price stated4 ,it is skillful salesmanship to make it easy for the buyer to say ,yes or to imply the favorable decision indirectly4 ,the butcher might have been answered with ,no if he had asked1 ,will you take this steak8 ,but he himself nodded when he made the proposal that he wrap up the extra suet4 ,the woman was thus impelled to nod with him4 ,the sale was closed1 artistically1 in a few seconds4 ,when you plan how you will close a sale of true ideas of your best capability1 work out in advance a similar weighing process1 followed at once by an indirect prompting of acceptance of the decision you suggest4 ,shape and re-shape your intended close in your mind until it includes the three effects the butcher produced4 ,sidenote3 ,put a ,kick ,into the ,close ,put a kick into your stimulation of desire at the closing stage4 ,paint the points in your favor brightly and glowingly1 though in true colors4 ,conversely paint all objections to your employment unattractively4 ,suppose you are applying for a secretarial position4 ,it would be good painting to close something like this3 ,i am going to learn to do things your way4 ,you would not want a man in the position who was experienced2 because he would do things some one else's way1 not yours4 ,my inexperience really means ,i am adaptable to your methods4 ,i'd become exactly the sort of secretary you want4 ,for instance1 how do you prefer to have your mail brought to you--just as it is opened1 or with previous correspondence and notations attached8 ,such an alternative question1 answered either way1 leads the prospect through the stage of favorable decision and implies his committal to acceptance of the services offered4 ,it can be followed by the direct proposal1 ,all1 right1 ,i'll bring your mail that way4 ,such a close is practically sure to succeed4 ,sidenote3 ,using the ,negative ,positively ,a man who was not at all prepossessing applied to me one day for a job4 ,he conducted the sale of himself very skillfully1 but ,i meant to put him off4 ,it was our dull season1 and his looks didn't make a hit with me anyway4 ,however1 he realized there was a good deal on the negative side of the scale1 and he weighed his disqualifications honestly2 though he depreciated the importance of his unprepossessing appearance4 ,then1 in contrast to the negative side1 he showed me very weighty and attractive reasons for employing him4 ,he started by grinning good-humoredly4 ,i'm not a prize beauty1 he remarked4 ,but the other day ,i was reading about ,abraham ,lincoln1 and the book made me feel encouraged about myself4 ,i don't believe ,i'm any homelier or any more awkward than he was4 ,i don't expect to be a parlor salesman1 anyhow1 or to rely on my good looks to get orders4 ,i plan to succeed by work4 ,i'm going to be on the job early and late and every minute between4 ,i'll believe in what ,i'm selling--down to the very bottom of my heart4 ,i'll make anybody see ,i'm in dead earnest4 ,i look honest1 and ,i am4 ,i'll be square with customers and with you4 ,i guess that out in the field a reputation for always being willing to help1 and for telling the truth straight1 will count more than anything else4 ,i know ,i'm inexperienced1 but that's a fault ,i can cure mighty soon4 ,he grinned again4 ,i'll start right away to get the greenness off1 if you'll tell me where to hang up my hat4 ,his good nature warmed me into smiling with him4 ,i could not help feeling inclined to try this man4 ,i decided to give him his chance at once4 ,he started my impulse to accept his services1 and ,i pronounced the decision in his favor that he prompted4 ,of course he made good4 ,that was a foregone conclusion4 ,he had mastered the selling process1 and was an especially fine closer4 ,he succeeded in getting more than his quota of orders the first year4 ,selling never seemed to be hard work for him4 ,sidenote3 ,two ,ways ,to ,prompt ,pronouncement ,the pronouncement of the prospect's decision can be prompted1 his favorable action can be brought about1 in two ways4 ,first1 as we have seen1 the salesman can suggest1 directly or indirectly1 the action he wants the other man to take4 ,second1 the salesman himself can do something that the prospect will be impelled to imitate4 ,sidenote3 ,impelling ,imitation ,of ,action ,for example1 when you apply for a position1 and have completed the process of weighing the points in your favor in contrast with the less weighty reasons for not employing you1 lean forward slightly in an attitude of easy expectancy4 ,the prospect's mind will be inclined to imitate your physical act4 ,he will lean toward acceptance of your services4 ,your act will tend to bring you together4 ,your magnetism will draw his4 ,or you might extend your hand4 ,he will have an impulse to reach out his in turn4 ,it is natural for a man to take a hand that is courteously offered4 ,the moment after you reach toward the prospect say1 ,let's shake hands on it4 ,once his fingers start moving toward yours in imitation of your action1 it will be easy for him to commit himself4 ,sidenote3 ,five ,essentials ,of ,good ,close ,now let us review the essentials of good salesmanship in closing1 which we have been analyzing4 ,we can summarize under five divisions the entire process of completing a sale most effectively and with the practical assurance of success4 ,first1 the salesman must have definite1 certain knowledge that the mind of the prospect has reached the closing stage2 that it is time to end the testimony and to begin weighing the evidence4 ,if the salesman has kept control of the selling process throughout all the preceding stages1 he will know when the selling point is reached1 for he will be there himself1 with the prospect he has safely conducted thus far4 ,second1 at this right time it is necessary to change former sales tactics promptly1 and to start contrasting the affirmative and negative ideas that have previously been brought out4 ,third1 the salesman should weigh these contrasting ideas so vividly that the mind's eye of the prospect will see the scales and perceive the greater weight on the ,yes side1 as the salesman pictures it4 ,fourth1 it is important that the salesman color the affirmative ideas very alluringly1 and increase the contrast by painting unattractively everything on the negative side of the scale2 so that ,no1 besides appearing much lighter than ,yes1 will seem uninviting4 ,fifth1 the selling process should be brought to a climax by the salesman's suggestion or imitation of some act designed to commit the prospect to acceptance in an easy way4 ,sidenote3 ,unbalancing ,the ,process ,nothing so unbalances the process of securing a favorable decision and its pronouncement as any indication of fear1 doubt1 or hesitancy in the attitude of the salesman4 ,therefore1 even though you may be uncertain as to the outcome of your selling efforts1 do not show it4 ,long before you came to the decision point1 you passed the worst dangers on the road to the end of the sale4 ,surely your courage should be strongest at the closing stage4 ,sidenote3 ,light ,dissipates ,fear and ,doubt ,fear usually arises from something unknown2 it is due only to darkness4 ,since you know now just what closing involves1 and light has been shed on the problems of getting the prospect's ,yes1 your fears and doubts should be dissipated4 ,you should not hesitate to end the sale you have controlled successfully throughout previous stages4 ,our analysis has revealed that closing is no more difficult than winning attention to your proposition in the first place4 ,as a result1 your present attitude toward closing is positive4 ,your courage and self-confidence have been built up4 ,you realize just how success in finishing a well-conducted sale can be made practically sure4 ,sidenote3 ,negatives ,must be ,avoided ,certain negative attitudes at the closing stage should be avoided4 ,especially do not throw into the scales of decision any little pleas for personal favor1 with the hope that in so doing you will increase the weight on the ,yes side4 ,such tactics almost invariably tend to tip the balance unfavorably4 ,a plea of this sort is equivalent to an admission that the ideas you have presented for buying do not themselves outweigh the prospect's images against buying4 ,you suggest to him that you are trying to push the balance down on your side by putting your finger on it1 by weighing in your hand1 as unfair butchers sometimes do with a chicken they hold on the scales by the legs4 ,sidenote3 ,as a ,personal ,favor to ,me ,the prospect will instantly perceive your action4 ,his mind1 acting on the principle of the gyroscope1 will resist by greater opposition any push of the personal plea4 ,if you ask a decision as a personal favor1 your prospect will lose confidence in the true weight of the ideas on your side that you have already registered in his mind4 ,you are much more likely to hurt than to help your chances for success by making a personal plea4 ,even if it should prove effective1 what you get that way would be alms given to a beggar1 and not the earned prize of good salesmanship4 ,never buy success at the cost of self-respect4 ,to be a successful beggar is nothing to feel proud of4 ,sidenote3 ,treating ,at ,close ,do not attempt to treat your prospect by flattering him at the closing stage4 ,such treating is a tacit admission that your goods of sale1 your best qualifications1 have not sufficient merit to sell at their intrinsic value4 ,or you practically confess that you are not good enough salesman to win out with just your goods and your ability to sell yourself for what you claim to be worth4 ,flattery is a call for help4 ,it is like the bad salesmanship of trying to buy an order with cigars or a dinner4 ,never treat at the closing stage1 for to do so is to admit weakness when you should be your strongest4 ,sidenote3 ,no ,seldom ,is ,final ,of course you should not take a first or second ,no as a final answer4 ,even if the prospect indicates that he is inclined to decide against you1 continue confidently to heap images in favor of buying on the ,yes side of the scale until you have used all the honest weight you have to put in the balance4 ,he will not respect you as a salesman if you quit at his first ,no4 ,it is up to you to tip the scales of decision your way4 ,remember that you should not bring the other man to the judgment point until after you have aroused and intensified his desire to a very great degree4 ,if you have made him want you at all1 you will disappoint him if you then fail to put enough weight on the ,yes side of the scale to win his decision to employ you4 ,when you receive a ,no1 understand it to mean1 ,no1 that is not yet enough ideas for buying your services4 ,keep right on putting weight into the ,yes side of the balance until it tips your way4 ,do not consider any ,no final until you have run out of both contrasting weight and attractive colors2 so that you cannot change the scales4 ,sidenote3 ,stick it ,out ,here and ,now ,if it is possible for you to stick1 don't be put off when you come to the closing stage4 ,all the weighing you do at the present time will be valueless lost effort unless you complete the selling process here and now4 ,when your prospect tries to put you off1 he tacitly admits your weights are right4 ,otherwise he would say ,no and be done with you4 ,you really have won his mental decision4 ,a continuance of skillful salesmanship will enable you to get him to act favorably without delay or further evasion4 ,sidenote3 ,entertainment ,in ,court ,room ,out of ,place ,some salesmen make the mistake of mixing entertainment with the closing process4 ,earlier in the sale you may be able to secure excellent results by entertaining the prospect with clean jokes and good stories4 ,but the close is the stage at which he arrives at his mental conclusion as to the preponderance of the evidence4 ,jests and light conversation are out of place when the judge is performing his functions in the courtroom of the mind4 ,an amusing remark or a witty quip at this juncture would suggest that the scales of decision in the salesman's own mind were somewhat unbalanced4 ,your attitude when you are weighing ,yes and ,no before the prospect should be pleasant1 but quiet and serious1 as is becoming to a convincing weighman4 ,when you work to secure a favorable decision1 you are weighing evidence with the purpose of impelling the prospect to take your judgment or to weigh the evidence just as you do4 ,it is necessary all through the process that he be made to feel you realize you are aiding in the performance of a judicial function4 ,he must have complete confidence in your intention and ability to handle the scales honestly and with serious pains to determine what is the right judgment about your proposition4 ,your levity at the closing stage would lessen the effect of honest1 serious1 painstaking weighing of the images for buying in contrast with the images against buying4 ,so get the funny stories out of your system before you come to the decision step of the sale1 or else keep them bottled up inside you and don't pull the cork until you are safely at the celebration stage4 ,sidenote3 ,tones and ,acts ,when ,weighing ,do not forget when closing to add force to your words by tones and gestures that emphasize ideas of the contrast in weights between the two sides of the scale4 ,by your light tone you can indicate the triviality of objections to your proposition4 ,with the heavier tone of power you can suggest the great weight of the favorable ideas4 ,if you use broad gestures of your whole hand and full arm1 you can seem to pile a large heap of points on your side of the scale4 ,conversely you can indicate the smallness of objections by moving your fingers only1 as if you were picking up a tiny object4 ,demolish unfavorable points with a strong gesture of negation1 as by sweeping your arm horizontally4 ,give life to the ideas on the favorable side of the scale by accompanying your words with up and down gestures that signify vitality4 ,sidenote3 ,do ,not ,show ,that ,closing ,is ,hard ,work ,your physical condition or outward appearance will help or harm your chances for success at the closing stage4 ,you should not manifest the least indication that you are under a strain of anxiety as to the outcome1 or that you lack the strength to control the completion of the selling process4 ,why should you not have a feeling of ease when you reach the close8 ,if your bearing suggests your self-confidence1 it will give the other man confidence in your capabilities4 ,when a salesman has to sweat blood to finish a sale1 he indicates that it is usually mighty hard work for him to get what he wants4 ,this impression suggests to the other man that there must be something wrong with the proposition or it wouldn't take so much effort of the salesman to put it across4 ,any element of doubt at the final stage will almost surely delay or kill the salesman's chances to close successfully4 ,sidenote3 ,make ,sure of ,a ,good ,batting ,average ,recall once more that the measure of success in selling is not #ajj of closed sales2 every possible order secured and none lost4 ,success is made certain when failures are reduced to the minimum and successes are increased to the maximum of practicability4 ,there can be no question that if you use the right processes in closing1 your chances for success will be so greatly increased that your batting average of actual sales should take you far above the failure line4 ,your career as a salesman involves continual selling4 ,you must make sale after sale4 ,however skillfully you employ the right process at the closing stage1 you may not accomplish your purpose the first time you try4 ,but if you keep on selling your services in the right way1 you will be as absolutely certain to succeed as the master salesman of goods is sure of closing his quota every year he works4 ,,chapter ,,xii ,the ,celebration ,stage ,sidenote3 ,what ,are ,you ,going to ,do ,with ,success8 ,you know now the certain way to get your chance to succeed in the vocation of your choice4 ,you are convinced that a good salesman can create and control his opportunities in any field1 can bring himself to good luck in the right market for his services4 ,you are resolved to master the art of selling1 and so to insure your future against any possibility of failure4 ,you feel confident of success2 because you are willing to earn it by the diligent study and practice of salesmanship4 ,there is no doubt in your mind that when you become a skillful salesman of your best capabilities1 you can get a chance to succeed4 ,now what are you going to do with success after you gain it8 ,suppose you had sold yourself into the very opportunity you want1 suppose you had won the coveted job or promotion1 how would you celebrate8 ,it has been said that a man shows his real self either in the moment of his failure or in the moment of his success4 ,let us assume that you have reached your present objective4 ,you stand at the goal1 a winner4 ,does your victory intoxicate1 or does it sober you with the realization that you have but opened the way to limitless fields of bigger service ahead8 ,has success gone to your hands and made them tingle with eagerness to grasp more chances to succeed1 or has it gone to your head8 ,sidenote3 ,the ,stepping-,stone to ,more ,sales ,the celebration stage of the selling process should be the first stepping-stone leading to another successful sale4 ,often it proves to be a stumbling block that marks the beginning of a downfall to failure4 ,rare is the man who is not spoiled a little by achievement4 ,success is the severest test of salesmanship4 ,sidenote3 ,spoiled by ,success ,i recall a chief clerk who worked more than a year for promotion to the position of assistant manager4 ,he earned the better job1 and was assigned to the desk toward which he had been looking longingly for sixteen months4 ,then he celebrated by starting to take life easy4 ,he developed a manner of superiority4 ,he acted as if the little foothill he had climbed was a big mountain4 ,he sunned himself on the top1 basking in complacency because he had risen above his former clerkship4 ,one day he was called into the manager's office4 ,he came out chop-fallen and took his personal belongings from the assistant's desk4 ,another man was promoted to the place he had failed to fill4 ,he went back to his clerk's stool and is roosting there today4 ,sidenote3 ,egotism's ,downfall ,i know a salesman who closed so many orders the first time he covered his territory that he came back to headquarters with an inflated idea of his importance4 ,he strutted into the president's room and boasted of what he had done4 ,the delighted head of the business gave him a cigar and invited him to tell the story4 ,the salesman betrayed such egotism that his employer was disgusted4 ,the president was plain-spoken4 ,he warned the successful salesman against getting a swelled head4 ,the egotist felt insulted4 ,he resigned his position1 arrogantly declaring that he would not work for a house where results were so little appreciated4 ,he was cocksure of himself4 ,however1 when he offered his services to a competing firm1 his application was turned down4 ,the rebuff stunned him4 ,he did not realize that his egotism disgusted the second executive as much as the first4 ,the salesman's spirit was broken4 ,he has never since been more than a fair peddler4 ,sidenote3 ,giant and ,pigmy ,successes ,think of successful men you know4 ,compare them as they are now with the men they used to be before they succeeded4 ,as they rose did they loom bigger and bigger in your respect1 or grow smaller and smaller in admirable qualities8 ,there are so-called successful men whose characters seem to be dwarfed by the mountain tops they attain4 ,other men grow to be giants and overshadow any eminences they climb4 ,the littleness of the last ,kaiser and ,crown ,prince of ,germany was only emphasized by their elevation above the common people4 ,on the other hand the bigness of ,lincoln and ,roosevelt was so tremendous that their personalities towered above even the highest honor in the world4 ,sidenote3 ,breaking ,training ,when football players are fighting for the championship of the season1 they are governed by rigid rules of living4 ,they keep themselves fit by strict diet1 by the avoidance of all dissipations1 by hardening exercise1 and by recuperative rest4 ,but after the big game is won1 they break training4 ,they stuff themselves with rich food until their bodies and minds are sluggish4 ,then they celebrate their victory by some sort of jollification that lasts half the night4 ,the next day a second-rate team could beat the champions4 ,a man who has kept himself lean1 hard-muscled1 and healthy all the way to the achievement of his ambition is apt to take on flabby flesh and gout when he succeeds4 ,the celebration of ,thanksgiving is an ordeal from which one does not recover for weeks4 ,turkey and mince pie immoderately eaten are poisons4 ,our annual ,feast ,day is more deadly than the ,fourth of ,july4 ,sidenote3 ,rusting in ,self-,satisfaction ,a great many people break training mentally as well as physically at the celebration stage4 ,their minds and muscles turn flabby after they succeed4 ,they are so proud of their accomplishments that they rust in self-satisfaction4 ,then1 usually too late for remedy1 they find themselves afflicted by the rheumatic twinges of deep-seated discontent with what they have done4 ,we are all familiar with the tragedies of the farmer who sells his acres and moves into town so that he can take life easy1 and of the business man who retires from his daily grind to enjoy the fortune of success4 ,so long as they remained at work they were vigorous in mind and body4 ,but nearly always men who give up their accustomed activities begin to develop mental and physical ailments soon afterward4 ,they age and break down in a few years4 ,in order to stay well1 one must keep going4 ,it is far less wearying to walk than to stand still4 ,normal fatigue of mind and body are not so exhaustive of mental and physical energy as torpid idleness4 ,sidenote3 ,advance or ,you ,will ,slip ,back ,probably you do not think of quitting work for a long time4 ,you look at your future retirement as a remote possibility4 ,very likely you feel it is premature to consider your declining years now1 when you are in the full vigor of ambition4 ,but if you stop advancing1 in order to celebrate your progress thus far1 you have quit working your way ahead4 ,if you stay contented with what you have done1 even for a little while1 you have temporarily retired from the game of success and are in danger of rusting into a partial failure4 ,if you do not continue moving ever upward1 you will slip into a decline without realizing that you are going back and down4 ,sidenote3 ,the ,zest for ,work ,the successful salesman thrives on his work1 and pines for it when he lays off4 ,he welcomes the end of his annual vacation with more zest than its beginning4 ,he celebrates each order gained by planning at once how he will get another4 ,he is like ,alexander1 who sighed only when there were no more worlds to conquer4 ,he is as perennially tireless as ,edison1 the wizard who is never weary4 ,to the true salesman there is no enjoyment equal to selling4 ,he often declares that he would rather sell than eat4 ,sidenote3 ,pattern after ,master ,salesmen ,you know the importance of being a good salesman4 ,you have studied the methods he uses throughout the selling process4 ,now at the celebration stage pattern after the masters of the profession4 ,do not get into the bad habits of the mediocre fellows who slacken their efforts after each success1 and who need the spur of necessity to make them do their utmost4 ,when a good salesman has booked an order1 and has taken pains to make a fine last impression on his customer1 he does not go to his hotel and play ,kelly pool1 or otherwise spend the rest of the day just loafing around4 ,only the poor salesman celebrates in such a way2 thereby showing that his successes are so rare he is not used to them4 ,sidenote3 ,starting ,after ,the ,next ,chance ,the good salesman looks at his watch the moment he is out of his customer's sight4 ,he makes a swift calculation of the time it will take him to reach and sell the next man on his list4 ,if he has no other prospect nearby1 he starts looking for one that minute4 ,his keen eyes catch every name on the business signs he passes4 ,his imaginative mind is planning how he can use the order he just has closed1 to influence some other buyer to make a contract4 ,if there are no additional customers for his line in the town1 he sprints to the station to catch the first train up the road4 ,he does not waste a minute getting to his next selling opportunity4 ,sidenote3 ,pepper and ,poppies ,some pretty good salesmen never win the grand quota prize in a sales contest because they take so much time out for celebrating the big orders they close4 ,if they land a fine contract in the morning1 they don't try to do much selling that afternoon4 ,the prize-winning salesman1 too1 is delighted to secure a big order4 ,but he doesn't say to himself1 ,that will put me 'way ahead on the sales record for today4 ,instead he grins and thinks1 ,this is my day4 ,i'm going to fatten up my batting average while ,i'm going good4 ,success is pepper to him1 not the poppy drug that slackens energy4 ,sidenote3 ,continual ,accumulation ,you have worked hard to get the chance you now have4 ,you have paid for it with your best efforts4 ,it represents an accumulation of your salesmanship4 ,the good job or the promotion you have gained is like a savings account4 ,let us compare it with the first hundred dollars a thrifty man puts into the bank for a rainy day4 ,would he celebrate the accumulation of that moderate amount of money1 the first evidence of his ability to save1 by quitting the practice of spending less than his earnings8 ,would he then say to himself1 ,i am now successful as a saver8 ,would he stop putting a few dollars in the bank every ,saturday1 just because he already had a hundred8 ,sidenote3 ,the ,building ,process is ,gradual ,no4 ,he would continue to save until he had enough units of thrift1 enough hundreds of dollars1 to take a longer step toward success4 ,he would invest his accumulated savings in a lot1 or house4 ,perhaps he would start a business of his own4 ,after his investment he still would continue to save4 ,so he would build his success4 ,all building is a gradual1 continual process4 ,the bricks are laid one after another4 ,it takes many to complete the structure4 ,likewise a series of minor successes must be built into a major accomplishment4 ,it does not rise all at once4 ,if you are tempted to pause where you are in order to celebrate1 ask yourself1 ,is this really the celebration stage8 ,probably you will find you have only laid the corner-stone1 or made an excavation for the foundation of your success4 ,you would not think of having a housewarming because you had finished the basement walls4 ,nor would you consider it an occasion for especial jollification the day you erected the scantlings around the first floor joists4 ,not until the walls are up and the roof is on1 not until the house is plastered and papered and painted1 not until it is finished would you think of standing on the sidewalk to look it over pride fully and exult1 ,i did that4 ,it's a good job4 ,sidenote3 ,repeated ,building ,but if you complete one house1 you will not only feel the satisfaction of accomplishment1 you will also want to build another that would be a great improvement on the one just finished4 ,you will be healthily dissatisfied with what you have already done4 ,very likely you will sell the first house at a profit1 and straightway start to put up a better building on another lot4 ,in time you will sell that1 too4 ,you will continue the procedure until you become a master builder of houses1 and continually achieve more and more success4 ,we have assumed that you now are successfully in possession of an opportunity4 ,you have sold yourself into the very job you want1 or into a better position that you believe will afford you fine chances to advance4 ,do not slump or relax in salesmanship4 ,do not think back1 or spend much time contemplating your present success4 ,look ahead to your next sale of true ideas of your best capabilities4 ,the successful salesman is a quick repeater4 ,he counts his accomplishments in totals1 not by units4 ,he has successful years1 each made up of about three hundred successful working days4 ,he plans in campaigns2 so he is not inclined to over-celebrate the winning of a battle4 ,sidenote3 ,make ,each ,goal a ,new ,starting ,point ,samuel ,mc,roberts1 vice-president of the great ,national ,city ,bank of ,new ,york1 started working for ,armour ,company at a small salary in the early nineties4 ,he was a young man who was always healthily ambitious to keep moving ahead4 ,he ate up the minor work assigned to him1 and celebrated the completion of each task by asking at once1 ,what next8 ,in a few years he had risen by successive promotions to the position of treasurer of ,armour ,company4 ,but that wasn't a goal to ,mc,roberts4 ,it seemed to him only a good starting point to bigger successes in the financial world4 ,he became a director of several banks1 an officer in important railroad and other corporations4 ,he continually enlarged his service value until he was called to ,new ,york's greatest bank1 and took his place among the masters of ,american finance4 ,he did not loll back in his chair then and start taking it easy4 ,he packed more and more accomplishments into every day4 ,when the war began1 he went to ,washington to take executive charge of the job of procuring ordnance for the fighters4 ,he held a post analogous to that of ,lloyd-,george when he was ,minister of ,munitions for ,great ,britain4 ,mc,roberts made good as a brigadier general1 and after the war resumed his success in business4 ,whatever he did1 wherever he worked1 ,samuel ,mc,roberts smiled welcomes to more opportunities for service1 and reached out his ready hands to grasp them4 ,sidenote3 ,celebrate by ,tackling the ,job ,ahead ,that is the way to celebrate--by tackling the job ahead4 ,there is no end to the selling process4 ,one sale should lead directly to another4 ,the good salesman celebrates only the opportunity to get the next order in prospect4 ,he may chuckle to himself over the sale just closed1 but he does his rejoicing on his way to a new selling chance4 ,sidenote3 ,dynamic ,confidence ,static ,complacency ,you haven't arrived yet4 ,you are just well started4 ,keep moving1 and you will never see your finish4 ,your successes thus far should have developed a considerable degree of self-confidence4 ,be careful not to let that dynamic quality change into the static element of self-complacency4 ,never be satisfied with what you have done4 ,always have the zest of appetite for more to do4 ,add every day to your success chances4 ,do not lose either your self-respect1 or the respect of the men with whom you are associated1 by ceasing to grow4 ,do more than you are paid for1 and pretty soon your job will be unable to hold all your earning capacity4 ,you will be promoted to bigger opportunities4 ,if you shrink in the place you occupy now1 your future chances will shrivel to fit your smaller size4 ,the way to get a better-paying job1 to win a bigger1 more profitable field for your salesmanship1 is to crowd your present position with your capabilities4 ,burst out of your limited territory and spread over more ground4 ,sidenote3 ,serving ,friends ,render your utmost possible service to other people4 ,celebrate each opportunity to form a friendship4 ,make some one like you for what you are willing to do for him4 ,hold your friends1 once they are made4 ,as ,emerson advised1 ,be concerned for other people and their welfare4 ,put their interests sometimes ahead of your own4 ,you can love your fellow men so much that you will never trample on their rights2 and while you yourself keep climbing1 raise as many of them as you can along with you4 ,that is the way to make friends4 ,celebrate the good fortune of your business associates1 rather than your own4 ,when a big contract is closed by your employer1 be as tickled over it as he feels4 ,genuinely rejoice in his success4 ,have no envy of the man above you1 then when you rise to a higher level the men below you will not be likely to feel jealous4 ,sidenote3 ,ford and ,schwab ,why has ,henry ,ford won so unique a place in the personal regard of the everyday man8 ,ford is one of the richest men in the world2 yet he is not hated4 ,what is the reason for his general popularity8 ,he is not an idler4 ,he has celebrated each success by taking on another job4 ,and he always has given a hand-up to the other fellow instead of kicking him down so that he might climb higher because of his failure4 ,he has understood and sympathized with the hopes and viewpoint of people who work4 ,as a result countless men and women1 most of whom never have seen him1 think of ,henry ,ford as their friend4 ,his finest success is not signified by the millions of money he has accumulated1 but by the millions of friendships he enjoys4 ,charles ,m4 ,schwab1 too1 is popular4 ,he is a man whom people like4 ,because he was so successful in winning friends1 rather than for his generally recognized business ability1 he was made the head of the ,government's ship-building program in the war4 ,other men were eager to work with and for ,charles ,m4 ,schwab4 ,the co-operation of thousands of friendships1 new and old1 more than anything else enabled him to succeed in his big1 patriotic job4 ,how much more he has to celebrate in his wealth of good will than in his great fortune of dollars6 ,schwab has been called the most successful salesman in the world1 which is another way of saying that he has no equal in ability to make other people both trust and like him4 ,sidenote3 ,the ,truest ,wealth ,you may never accumulate millions of dollars4 ,that in itself is not success4 ,many wealthy men are failures in life4 ,but with the aid of masterly salesmanship you can so enrich yourself with friendships and the opportunities they bring that making all the money you want will be merely incidental to your real success4 ,let every accomplishment be a stimulus to better selling of your service4 ,celebrate successful sales of your ideas by undertaking to sell more true ideas about your best capabilities in a larger field of usefulness4 ,sidenote3 ,the ,revolving ,door ,the good salesman goes from opportunity to opportunity through a revolving door4 ,as it closes on one selling chance1 it opens on another4 ,he steps directly from a finished sale into the prospect of getting an order elsewhere4 ,so he never stops selling4 ,you have sold yourself some knowledge of salesmanship4 ,do not rest contented with what you have already learned4 ,these chapters should but whet your appetite for more opportunities to master the principles and methods of selling true ideas of your best capabilities4 ,so as you close this book1 reach out your hand to open another4 ,you cannot over-study the subject of salesmanship4 ,never be satisfied with what you know4 ,continue to search for more golden knowledge1 and make it yours by practicing everything you learn4 ,sidenote3 ,failure ,impossible to ,the ,good ,salesman ,it is impossible to fail in life if you become a master salesman of the best that is in you4 ,you will be sure to succeed4 ,so here is ,good ,luck to you6 ,keep on making it for yourself1 and you never will run out4 ,,certain ,,success ,,will ,,be ,,yours4 99 99 99 99 99 ,it is you that you offer for sale1 ,with your traits ranged like goods on a shelf1 ,and the first thing to do1 without fail1 ,is to make a success of yourself4 ,,edgar ,a4 ,,guest4