,illu/ration    ,,c]ta9 ,,success    by 
,norval ,a4 ,hawk9s    ,au?or ( ,!      
,sell+ ,process        ,,?ird ,,edition 
#aibj  ,,detroit1 ,,mi*igan             
,cont5ts    ,,*apt]                     
,,page          ,,to ,,beg9 ,,) 4 4 4 4 
4 4 4 4 4 4 4 4 4 4   #i        ,,h[    
,,to ,,/udy4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
  #bd     ,i4 ,,! ,,univ]sal ,,ne$ ,,=  
,,sales ,,k4 4  #bi    ,,ii4 ,,!        
,,man-,,/uff ,,y ,,h ,,= ,,sale 4 4 4 4 
4  #fc   ,,iii4 ,,skill ,,9 ,,sell+     
,,y\r ,,be/ ,,self 4 4 4 4 4 #ajh       
,,iv4 ,,prep>+ ,,to ,,make ,,y\r        
,,success ,,c]ta94 4 #acg     ,v4 ,,y\r 
,,prospects4 4 4 4 4 4 4 4 4 4 4 4 4 4  
#aef    ,,vi4 ,,ga9+ ,,y\r ,,*ance 4 4 4
 4 4 4 4 4 4 4 4 #agi   ,,vii4 ,,k ,,(  
,,o!r ,,m54 4 4 4 4 4 4 4 4 4 #bji      
,,viii4 ,,! ,,knock ,,at ,,! ,,door ,,( 
,,opportunity          ,,& ,,!          
,,invitation ,,to ,,come ,,9 4 4 4 4 4  
#bci    ,,ix4 ,,gett+ ,,y\rself ,,want$ 
4 4 4 4 4 4 4 4 4 #bgj     ,x4          
,,ob/acles ,,9 ,,y\r ,,way 4 4 4 4 4 4 4

 4 4 4 #bih    ,,xi4 ,,! ,,goal ,,(     
,,success 4 4 4 4 4 4 4 4 4 4 4 #ccb    
,,xii4 ,,! ,,celebration ,,/age 4 4 4 4 
4 4 4 4 4 4 #cfh          ,to ,beg9 ,)--
      ,sid5ote3 ,salesman%ip ,ess5tial  
to ,assure ,success    ,!re are p>ticul>
 *>act]i/ics "o c h1 & p>ticul> ?+s  "o 
c d1 t w make failure 9 life c]ta94     
,:y1 !n1 %\ld n ! possession ( p>ticul> 
opposite  *>act]i/ics1 & ! do+ (        
p>ticul> opposite ?+s1 result z  c]ta9ly
 9 success1 :i* is ! anti!sis ( failure8
    ,t is a logical1 common-s5se "q4 ,! 
purpose ( ?is book &  its companion     
volume1 ,! ,sell+ ,process1 is to answ] 
x  conv9c+ly = y4    ,success c be made 
c]ta92 n1 h[ev]1 by ! m]e possession (  
p>ticul> *>act]i/ics1 nor by j do+      
p>ticul> ?+s4    ,y\r success 9 life c  
be assur$2 b only if y supplem5t y\r    
qualifications & make ev]y?+ y d mo/    
effective by us+  cont9ually1 :atev] y\r
 vocation1 ! art ( salesman%ip4         
99       99       99       99       99  
,sid5ote3 ,:y ,are ,"s ,m5 ,failures ,:o

 ,des]ve to ,succe$8    ,life c hold    
no?+ b failure = ! ill-natur$1          
unsociable1  disgu/+ tramp :o is kn[n to
 be ignorant1 lazy1 %iftless1 a         
sp5d?rift1 a li>1 & an all-ar\nd crook4 
,su* a wor?less man w  make a complete  
failure ( life because he is s          
dis-qualifi$ to  succe$4    ,on ! o!r h&
 c]ta9 success ought to be a*iev$ by !  
good-natur$1 intellig5t1 reliable man :o
 cont9ually w9s fri5ds2  ! tru?ful man  
:o has a f9e reputation = ?rift1 hone/y1
  neatness1 & love = 8 "w4 ,he seems    
entirely wor?y ( success4  ,yet =       
reasons t baffle himself & 8 fri5ds x   
sometimes happ5s  t su* a man is        
unsuccessful4    ,! defeat 9 life ( "o  
:o appe>s s des]v+ ( victory seems to   
prove t success _c be assur$ by !       
developm5t ( individual  *>act]i/ics &  
by do+ specific ?+s4 ,b su* a :olly     
negative  conclusion w\ld be wrong4 ,:5 
a wor?y man fails1 he loses out because 
he lacks an ess5tial positive factor (  
c]ta9 success--! ability  to sell 8     

capabilities4 ,by ma/]+ ! sell+ process 
?is  failure c turn himself into a      
success4    ,sid5ote3 ,self-adv]tis$    
,disqualifications ,unrecogniz$         
,capabilities    ,we are sure ( !       
failure ( ! man :o is utt]ly disqualifi$
 to  succe$2 n because he has p>ticul>  
faults1 b because !y  self-adv]tise &   
sell ! idea ( 8 disqualifications =     
success4  ,8 *>act]i/ics & actions make 
on our m9ds an impression ( 8  g5]al    
wor?lessness4 ,defects are apt to       
attract att5tion1 :ile  p]fection (t5   
passes unnotic$4    ,millions ( wor?y   
m51 o!rwise qualifi$ = success1 h fail$ 
solely because _! m]its 7 n appreciat$ &
 rew>d$ z !y  w\ld h be5 if recogniz$4  
,capabilities1 l goods1 are  pr(itless  
until !y are sold4 ,!re=e ! man :o      
des]ves to  w9 out 9 life c make 8      
victory sure only by le>n+ &  practic+ )
 skill ! c]ta9 success me?ods ( ! ma/]  
salesman4           99       99       99
       99       99    ,sid5ote3 ,! ,duty
 to ,succe$    ,d[n ?r\gh all ! ages has

 come ! duty to succe$4 ,x 0  enjo9$ 9 !
 ,p>able ( ! ,tal5ts4 ,no "o has ! "r to
 d less  ?an 8 be/4 ,!n only c he claim 
full ju/ification = 8  exi/5ce4 ,!      
,creator accepts no excuses = failure4  
,e p]sonal  quality1 & e opportunity to 
succe$ t a man has1 mu/ be us$1  to     
entitle him to ! rew>ds ( success4 ,he  
owes n only to himself  & to 8 fell[s1 b
 also to ,god1 ! obligation ( develop+ 8
  utmo/ capability4 ,if he does n pay   
divid5ds on ! div9e  inve/m5t 9 him1 8  
d]eliction is ju/ly puni%$ by failure 9 
life4 ,sometimes he ev5 =feits ! "r to  
live4    ,sid5ote3 ,success ,_c be      
,copi$    ,_m ambiti\s p1 :o recognize  
_! duty to succe$ b d n  "k h[ to g ab\t
 x1 make a common mi/ake 9 ?9k+4 ,!y    
believe  ! secret ( c]ta9 success c be  
le>n$ f examples2 t  success c be copi$4
 ,s m5 :o h succe$$ conspicu\sly are    
(t5 ask$ to /ate & expla9 _! rules1 = ! 
b5efit ( o!r  m5 :o reg>d !m z oracles4 
,sid5ote3 ,o!r ,m5's ,=mulas            
,d\btless y h read mu* ab\t ,m>%all     

,field1 ,j4 ,pi]pont ,morgan1  ,*>les   
,m4 ,s*wab1 & simil> out/&+ bus9ess m54 
,y h  /udi$ _! pr9ciples ( success4 ,y h
 tri$ to practice _!  me?ods4 ,b someh[ 
! mo/ c>eful foll[+ ( _! directions has 
n made y a multi-millionaire1 nor c y   
see ri*es z a prospect4  ,naturally y   
are bo? disappo9t$ & puzzl$4 ,p]haps y h
 te/$  fai?fully = ye>s v>i\s =mulas (  
success extract$ f !  advice (          
successful m54 ,yet y h fail$1 or h     
a*iev$ only  p>tial & unsatisfy+        
success4 ,y h be5 unable to solve !     
problem t y once felt s sure c\ld be    
work$ out by ! rules y  ma/]$4    ,maybe
 y h become disc\rag$ & h giv5 up1 9    
disgu/1 y\r  ambition = a*ievem5t4 ,v   
likely y h said to y\rself1  ,success is
 s mu* a matt] ( luck & circum/ances1   
!re's no way  to make sure ( x4 ,i've   
done ev]y?+ t ,m>%all ,field1 ,j4       
,pi]pont ,morgan1 & ,*>les ,m4 ,s*wab h 
c\nsel$2 b ,i'm /ill  plugg+ along on an
 ord9>y sal>y4 ,rules = c]ta9 success   
are  bunk4 ,luck has to break "r = a    

man4    ,sid5ote3 ,! ,elem5t ( ,luck    
,unque/ionably good luck has br\ght     
success to "s m5 :o w\ld  h fail$ )\t   
its aid4 ,x is equally beyond d\bt t bad
 luck  has prev5t$ o!r m5 f a*iev+ _!   
ambitions4 ,( c\rse su*  successes &    
failures d n fall )9 any rules4 ,!y are 
altoge!r  exceptional1 & nei!r prove nor
 disprove g5]al pr9ciples4    ,elim9at+ 
! factor ( luck1 good or bad1 ! success 
( any normal1  des]v+ man c be made     
c]ta9 to ! ext5t ( 8 individual         
capacity4 ,"s m5 h diff]5t or bigg]     
capacities ?an o!rs2  h5ce n all        
successes w be ( ! same k9d1 or alike 9 
ext5t4  ,b any normal1 des]v+ man c     
assure himself z great a success z  he  
is fitt$ to a*ieve4 ,x is necess>y1     
h[ev]1 t he d m ?an  develop 8 utmo/    
capability4 ,he mu/ le>n to employ      
skillful  salesman%ip1 9 ord] to m>ket 8
 goods ( sale1 or p]sonal               
qualifications1 mo/ pr(itably4          
,sid5ote3 ,sales ,skill ,necess>y       
,ea* ( u has to make 8 own patt]n (     

success4 ,! individual  %\ld develop 8  
individuality1 in/ead ( attempt+ to     
imitate  anybody else4 ,x is ev5 m      
necess>y = him to use mo/  effectively  
all ! natural p[]s he builds up4    ,a  
man c assure 8 success only if he le>ns 
h[ to utilize 8  p]sonal qualifications 
s z to create & control 8 opportunities 
to succe$4 ,he %\ld be able to br+      
himself to good luck1 & n  expect       
anybody or any ev5t to br+ good luck to 
him4    ,"o _c make ! mo/ effective use 
( 8 capabilities1 he _c  create &       
control 8 *ances to succe$1 until he    
develops skill 9  salesman%ip1 :i* is   
necess>y to m>ket 8 qualifications      
pr(itably4 ,he mu/ practice sell+       
himself until ! habit ( us+  sales skill
 9 ev]y?+ he does & says becomes second 
nature to him4  ,sales skill is !       
dynamic factor ( success4 ,x trans=ms   
pot5tial  p[]s into actual              
accompli%m5ts4 ,x enables ! qualifi$ man
 to turn  8 individual capabilities to  
be/ acc\nt4           99       99       

99       99       99    ,sid5ote3       
,opportunity ,a ,con/ant ,companion     
,sometimes a man says1 z an excuse = 8  
failure1 ,i nev] _h a  *ance4 ,! tru? is
 t ,opportunity is a con/ant companion  
to e  man4 ,ea* ( u has )9 himself      
limitless weal?4 ,all normal p  are ri* 
9 ability4 ,x is possible = anyone to   
become m  prosp]\s4 ,he ne$ only turn 8 
possibilities into realities4 ,:5 a  man
 capable ( accumulat+ ri*es cont9ues    
poor1 he is l !  %ipwreck$ discov]] ( a 
bonanza gold m9e on an un*>t$ isl&4 ,he 
_c ex*ange 8 pot5tial weal? = ! ?+s he  
desires2 because  he is unable to m>ket 
8 raw gold4    ,simil>ly y :o h n yet   
succe$$ are pot5tially ri*4 ,if y       
possess ! g5]ally recogniz$ fundam5tals 
( success2 su* z  *>act]i/ic hone/y1    
intellig5ce1 en]gy1 etc41 y are n       
h&icapp$ = want ( a m>ket4 ,ev5 ?\gh y  
n[ may seem to lack  "s ( ! ess5tial    
qualifications1 y are capable ( succe$+4
  ,e necess>y *>act]i/ic ( ! successful 
man is lat5t 9 y\r  nature & c be br\ght

 out by developm5t4 ,y h n yet done y\r 
utmo/ ) ! be/ t is 9 y4    ,sid5ote3    
,y\r ,m>ket ,n ,lack+    ,fir/ y %\ld   
resolve to make y\rself completely wor?y
 to  succe$4 ,mean:ile y %\ld be le>n+  
h[ to sell y\r goods4 ,on  e h& !re are 
m>kets 9 :i* qualities l y\rs are be+   
sold successfully by o!r m54 ,und\bt$ly 
!re w be a pur*as]  = ! be/ t is 9 y :5 
y br+ x out2 provid$ y pres5t  y\r goods
 ( sale 9 ! mo/ skillful way4 ,all ab\t 
y are highly  prosp]\s p ) no m innate  
m]its ?an y h4 ,c]ta9ly  ! m>ket = y\r  
p>ticul> abilities is )9 rea*4 ,gold5   
opportunities ( :i* y h n tak5 ! fulle/ 
advantage surr\nd  y & t\* y\r daily    
activities4 ,if y h n grasp$ y\r  *ance1
 x 0 because y did n "k h[ to rea* out )
 all y\r  capabilities4 ,9 o!r words1   
possess+ ! fundam5tal qualifications  = 
success1 y h /ood 9 ! mid/ ( ! _w's ne$ 
= su*  capabilities z y\rs1 b y h n gone
 ?r\gh ! sell+  process4    ,y h fail$  
?us f> to a*ieve y\r ambition1 simply   
because y  h be5 an unsuccessful        

salesman ( y\rself to ! _w4    ,p]haps y
 nev] h ?\ght ( y\rself z a salesman4 ,y
 may n  h realiz$ ! importance to y (   
kn[+ & practic+ !  pr9ciples ( skillful 
sell+4 ,only "o p] c5t ( ! p 9 !  ,unit$
 ,/ates call !mselves salesm5 or        
saleswom54 ,yet 9 ord] to  succe$1 ea* (
 u mu/ sell 8 or h] p>ticul>            
qualifications4 ,y\r  k & use ( ! sell+ 
process are ess5tial to assure y\r      
success 9 life4           99       99   
99       99       99    ,sid5ote3 ,ma/] 
,salesm5 ,made1 ,n ,born    ,! be/      
comm]cial executives agree t ! mo/      
effective sell+  repres5tative ( a h\se 
is n ! natural born salesman1 b !       
salesman :o is made highly effici5t by  
tra9+4 ,s e big1  successful bus9ess    
conducts a c\rse 9 salesman%ip4 ,?or\gh 
te/s  h prov$ t p>ticul> pr9ciples &    
me?ods ( sell+ are sure  to produce !   
highe/ av]age ( ord]s4 ,!re=e ^!        
pr9ciples &  me?ods are foll[$ z /&>d   
practice 9 ! sales dep>tm5t4    ,t is1 9
 ord] to assure ! success ( an          

individual salesman1 he  is requir$ &   
aid$ to develop p>ticul> qualifications 
& to d  c]ta9 ?+s t ma/] executives h   
le>n$ w get ! ord]s  & hold ! trade (   
buy]s4 ,! qualifi$ pr(essional salesman 
is  drill$ ?or\ghly 9 te/$ pr9ciples &  
me?ods ( sell+4 ,he is  tra9$ to use ?is
 /&>d sales k skillfully4 ,z a result he
  works 9 ! field ) complete confid5ce4 
,:y %\ld he d\bt t he w succe$8 ,he kn[s
 8 own limitations  & capabilities2 kn[s
 ! true wor? ( 8 l9e2 kn[s !re is a     
m>ket 9 8 t]ritory2 kn[s h[ to sell 9 ! 
ways t h be5  prov$ mo/ effective2 &    
kn[s t practice ( "r salesman%ip  w make
 him skillful 9 gett+ & hold+ bus9ess4  
,v]ily su*  k is p[]4           99      
99       99       99       99           
,sid5ote3 ,c]ta9 ,success ,) ! ,sell+   
,process    ,y\r success 9 sell+ y\rself
 c be made z c]ta9 z is a  successful   
c>e] to ! fir/-class pr(essional        
salesman4 ,?is book  & its companion    
volume w expla9 9 detail salesman%ip    
ways to  develop y\r be/ capabilities   

mo/ effectively4 ,y w be giv5 !         
pr9ciples & me?ods employ$ by ! exp]t   
salesman 9 m>ket+ any  k9d ( "r goods4  
,y w also be %[n h[ to sell y\rself by  
adapt+ 8 practices to y\r goods ( sale4 
,:5 y compreh5d1 & employ z second      
nature1 ! usages ( !  f9e/ sales art1   
y\r success 9 life1 l t ( ! ma/]        
pr(essional salesman1 w be c]ta94       
,sid5ote3 ,ideas ( ,goods ,n ! ,goods   
,!mselves ,are ,sold    ,if y h n call$ 
y\rself a salesman1 p]haps y d\bt !     
value to y ( skill 9 sell+4 ,all y h to 
m>ket is ! be/  t is 9 y\rself4 ,y\r    
ambition may be to succe$ z a doctor1 or
  lawy]1 or prea*]1 or cl]k1 or me*anic1
 or f>m]1 or bank]4 ,y d  n see h[      
salesman%ip c\ld assure y\r success1    
h[ev] mu* x  might help "s "o )         
comm]cial ambitions4    ,if y ?9k x w\ld
 n be wor? :ile = y to ma/] ! sell+     
process1 s9ce y d n expect to engage 9 !
 pr(ession (  sell+1 y misconceive !    
functions & "w ( ! salesman4 ,y  h ?\ght
 he sells goods2 & t z y d n deal 9     

commodities1 y w\ld h no practical use =
 ! sell+ process he  employs to assure 8
 success4 ,b ev5 ! %oe salesman1 or     
groc]y  salesman1 or real e/ate         
salesman1 or insurance salesman does n  
really  sell goods4 ,he sells ideas ab\t
 goods4 ,simil>ly y sell ideas  ab\t    
y\rself 9 ord] to succe$4    ,sid5ote3  
,:5 ! ,goods & ! ,ideas ,are ,diff]5t   
,a sale is (t5 complet$ 9 bus9ess )\t   
any inspection ( !  actual goods by !   
pur*as]2 z :5 a quantity ( /&>d %eet    
copp] is specifi$1 or :5 ! salesman     
describes a piece ( ma*9]y  or %[s a    
picture ( x ) a catalogue numb]4 ,!     
goods are to be  deliv]$ lat]4 ,h[ev]1 !
 sell+ process is f9i%$2 ?\gh only  !   
m9d's eye ( ! buy] has se5 :at he       
anticipates gett+ on 8  ord]4 ,!        
salesman has pres5t$ no?+ except c]ta9  
ideas to !  m5tal vision ( ! prospect4  
,b ^! ideas h be5 sold s  reali/ically  
to ! imag9ation ( ! pur*as] t he gives 8
  ord] = :at he expects4    ,suppose !  
goods deliv]$ lat] d n correspond ) !   

p>ticul>  ideas ab\t !m t h be5 sold4 ,=
 example1 ! %eet copp]  furni%$ is n z  
specifi$ 9 ! contract1 or ! ma*9e %ipp$ 
is  n ! same z ! salesman pictur$ :5 he 
got ! ord] = x4 ,!n  !re has be5 no sale
 ( ! diff]5t goods4 ,! int5d+  pur*as]  
b\ght p>ticul> ideas4 ,he w n accept !  
deliv]y (  goods unlike ! ideas sold to 
him4    ,sid5ote3 ,"k ,y\r ,prospect's  
,idea    ,ano!r illu/ration4 ,a real    
e/ate salesman describes a bungal[ to a 
prospect = a home4 ,he %[s plans &      
specifications1 ) accurate  dim5sions2  
!re is no misrepres5tation ( any detail4
 ,! salesman  especially emphasizes1 :at
 is 8 own belief1 t ! bungal[ w\ld  make
 a cozy home4 ,! prospect decides to buy
 ! prop]ty4 ,he says1  ,if x is z y     
describe x1 ,i'll take t place4 ,! sale 
to 8  m9d has be5 complet$4 ,all t      
rema9s is deliv]y ( a bungal[           
correspond+ to ! ideas sold4 ,! delight$
 salesman escorts !  buy] to ! cozy     
home4 ,b ! empty rooms d n confirm !    
idea  emphasiz$ to ! prospect4 ,!       

salesman _c furni% !m  conv9c+ly ) 8    
imag9ative cozy ^w pictures4 ,he has    
made !  mi/ake ( omitt+ to le>n ! o!r   
man's conception ( a cozy home  be=e    
sell+ ! expectation ( coz9ess4 ,he is   
%ock$ :5 ! sale  is decl>$ annull$ ) !  
prospect's contradiction ( 8            
description1 ,!re's no?+ cozy ab\t ?is  
place4 ,! int5d+  buy] ( a home feels   
!re has be5 a misrepres5tation2 ?\gh !  
bungal[ is exactly l ! plans &          
specifications %[n to him4 ,he  0 sold  
an idea t ! goods h n deliv]$2 s he     
decl>es !  sale (f4 ,a sale is a success
 only :5 true ideas are sold1 &  aft]w>d
 are deliv]$ by ! goods4    ,sid5ote3   
,sell+ ,ideas ,ab\t ,y\rself    ,if y h 
! goods & w\ld succe$ c]ta9ly 9 y\r *os5
  vocation1 y mu/ sell to ! _w or to    
individual buy]s true  ideas ab\t y\r   
p>ticul> qualifications = success--true 
ideas  reg>d+ y\r be/ capabilities & !  
value ( y\r s]vices4  ,y\r goods ( sale 
may be y\r muscul> p[]2 y\r bra9 en]gy2 
y\r  tal5ts1 skill1 integrity1 & k 9 ?is

 capacity or 9 t4  ,:atev] qualities y  
possess1 x is necess>y t "s "o be sold  
! idea ( _! full wor?1 or y _c succe$4  
,no matt] h[  valuable y\r s]vices might
 be1 !y h only pot5tial wor? until      
ano!r man1 or "s bus9ess1 or ! _w at    
l>ge p]ceives  desirable possibilities 9
 y & buys ! expectation t y w  deliv] ! 
goods4    ,probably y h said to y\rself1
 ,if ,i _h ! *ance1 ,i "k ,i c\ld       
deliv] ! goods4 ,we w grant t y are able
 to make deliv]y4  ,h[ev]1 be=e y w be  
giv5 a *ance y mu/ get across to !  m9d 
( "s prospective buy] ( muscul> p[]1 or 
bra9 en]gy1 or  o!r capabilities su* z y
 c\ld supply1 ! true idea t y  h ! goods
 he ne$s & t y\r qualifications w\ld be 
a  satisfactory pur*ase = him4    ,9 o!r
 words1 x is necess>y t y use ! sell+   
process  effectively1 ) ?or\gh sci5tific
 k & a high degree (  art1 9 ord] to    
make c]ta9 ( ga9+ y\r opportunity =     
success4  ,y h no d\bt t y c succe$ if y
 get ! *ance4 ,b y  h n realiz$1 p]haps1
 t y c make y\rself ! ma/] (  y\r own   

de/9y by fir/ le>n+ & !n practic+ until 
x becomes  second nature to y ! sure1   
salesman%ip way to ga9 !  opportunities 
y des]ve4 ,aft] y compreh5d ! sure      
process1 y  c soon develop skill 9      
actually sell+ to o!r m5 true ideas (  !
 be/ t is 9 y4    ,sid5ote3 ,! ,secret (
 ,c]ta9 ,success    ,! secret ( c]ta9   
success 9 life = y1 !n1 :atev] y\r      
vocation or ambition1 lies 9 kn[+ ,,h[  
to sell true ideas ( y\r  be/ capability
 9 ! "r m>ket or field ( s]vice4 ,!     
*apt]s (  ! pres5t book1 supplem5t$ by !
 cont5ts ( ! companion volume1  ,!      
,sell+ ,process1 %\ld reveal to y cle>ly
 e pr9cipal  detail ( ?is secret4       
,sid5ote3 ,no #ajj ,salesm5    ,be=e y  
proce$ fur!r ) ! /udy ( successful      
salesman%ip z  analyz$ 9 ^! pages1 avoid
 a possible misconception ( ma/]ly      
sell+4 ,ev5 ! mo/ effici5t salesman does
 n get all ! ord]s  = :i* he tries4 ,by 
8 k & skill 8 av]age ( failures  is     
m9imiz$2 !re=e ev]ybody recognizes him z
 a great success4    ,s1 h[ev] well y   

compreh5d ! sell+ process1 & h[ev]      
skillfully y use x 9 y\r c>e]1 y w n    
always accompli%  ! p>ticul> purpose to 
:i* y apply y\r salesman%ip4 ,b y  w    
m>k$ly less5 ! numb] & importance ( y\r 
failures to d  ! ?+s y attempt4 ,y w    
also increase to an extraord9>y  degree 
! quantity1 quality1 & pr(itable results
 ( y\r successful  ef=ts4 ,y w make a   
gr& av]age s high t y w feel y  are a   
real success4 ,o!rs1 too1 w s reg>d y4  
,sid5ote3 ,! ,ma/] ,key    ,!re=e1      
:atev] y\r life ambition1 /udy ! sell+  
process until  y und]/& x ?or\ghly2 !n  
p]fect y\r skill by daily practice  9   
sell+ y\r ideas1 & ideas ab\t y\rself1  
to o!r p4 ,:5  y "k ,,h[ to sell true   
ideas ( y\r be/ capability 9 y\r *os5   
m>ket or field ( s]vice1 & h become     
exp]t 9 apply+ :at  y h le>n$1 y c use  
salesman%ip cont9ually 9 y\r ev]yday    
"w4 ,y %\ld feel absolute assurance t ) 
its aid y c  op5 ! treasure h\se ( y\r  
desires4    ,?is univ]sal ma/] key t    
fits all locks n[ betwe5 y &  success c 

be made by y\r own h&s & head4 ,y h     
begun to %ape  x = y\r future use4      
,h[ to ,/udy ,c]ta9 ,success ) ,! ,sell+
 ,process      ,sid5ote3 ,sugge/ion ,to 
,salesm5    ,! pr(essional salesman or  
saleswoman :o und]takes ! ?or\gh  /udy (
 bo? ?is book & its companion volume1   
might bett] read  fir/ ,! ,sell+        
,process1 ! *apt]s ( :i* apply          
especially to  8 or h] vocation4    ,if 
y are a salesman1 !re=e1 beg9 y\r /udy )
 !  introduction to t book4 ,:5 y h read
 ,! ,sell+ ,process  once1 />t ,c]ta9   
,success & ma/] x4 ,!n re-read ! o!r    
book  9 ! light ( ! new ideas t w h be5 
%$ ^u its cont5ts  by ! pres5t text4    
,! practical value ( ,c]ta9 ,success &  
,! ,sell+ ,process to  y z a salesman w 
be multipli$ a hundr$fold if bo? are    
kept  h&y = cont9ual ref]5ce4 ,! m>g9al 
index %\ld enable y to  f9d quickly any 
po9t reg>d+ :i* y want to refre% y\r    
recollection4 ,?is set ( books 0 n      
writt5 to collect du/ on a  libr>y %elf4
 ,no salesman c get ! full wor? out ( ! 

pages  unless he uses ,c]ta9 ,success & 
,! ,sell+ ,process z work+  tools4      
,sid5ote3 ,if ,y\r ,vocation ,is ,n     
,sell+    ,if y are n engag$ 9 sell+ z a
 vocation1 & h n realiz$  be=e t y mu/  
be a good salesman or saleswoman 9 ord] 
to  a*ieve y\r life ambition1 comm5ce   
ma/]+ ! secret ( c]ta9  success ) !     
sell+ process by read+ ?or\ghly ! book  
n[ 9  y\r h&s4 ,?is prelim9>y /udy w    
increase y\r ability to read            
intellig5tly ! m te*nical cont5ts ( ,!  
,sell+ ,process4 ,d  n skip or slight   
any portion ( ei!r book4 ,y _c af=d to  
miss  a s+le bit ( in=mation reg>d+ !   
sure way to succe$4           99        
99       99       99       99           
,sid5ote3 ,purpose & ,scope ( ! ,two    
,books    ,?is is ! fir/ publication (  
,c]ta9 ,success1 b five l>ge  editions (
 ,! ,sell+ ,process 7 requir$ 9 #aiai & 
#aibj to  supply ! dem& f all ov] ! _w4 
,! two books1 ea* complete  9 itself1 n[
 are issu$ toge!r "u ! d\ble title1     
,,c]ta9  ,,success ,,) ,,! ,,sell+      

,,process2 ?\gh ei!r ,c]ta9 ,success or 
,! ,sell+ ,process may be ord]$ alone4  
,my *ief purpose 9 prep>+ ?is set has   
be5 to /imulate ea*  read]'s            
compreh5sion ( ! value ( skillful       
salesman%ip to him4  ,all ( u :o are    
ambiti\s to make ! mo/ ( ! be/ t is 9 u 
ne$ to be fir/-class salesm51 :e!r we   
m>ket goods or our  p]sonal             
capabilities4 ,z has be5 emphasiz$      
repeat$ly 9 ?is  preface1 e "o :o w\ld  
succe$ 9 life mu/ "k ,,h[ to sell 8     
qualifications to ! highe/ advantage4   
,poor salesman%ip is  responsible = mo/ 
( ! failures ( p :o really des]ve to    
succe$4 ,x is almo/ surely fatal to     
ambiti\s hopes 9 any trade1  pr(ession1 
or bus9ess4    ,,c]ta9 ,,success ,,) ,,!
 ,,sell+ ,,process cov]s 9 outl9e ! :ole
  subject ( ,salesman%ip4 ,b ! scope (  
?is set does n af=d room  to give "h a  
m9utely detail$ exposition ( ! special  
processes (  mak+ sales 9 p>ticul>      
bus9esses4 ,i h compil$ = y1 r1  ! g5]al
 pr9ciples ( effective sell+ t may be   

univ]sally  appli$4 ,c]ta9 ,success & ,!
 ,sell+ ,process are h&books (          
fundam5tal ideas :i* ea* read]1 by 8    
individual ?9k+1 %\ld  amplify & fit to 
8 own "w or ambition4           99      
99       99       99       99           
,sid5ote3 ,real ,/udy ,requir$    ,! f9e
 art ( successful salesman%ip _c be     
ma/]$ 9 a few  h\rs ( casual read+4 ,y w
 n be able1 imm$iately aft]  glanc+     
?r\gh ^! books1 to unlock e long-desir$ 
gold5  opportunity ) absolute assurance4
 ,,c]ta9 ,,success ,,) ,,! ,,sell+      
,,process mu/ be /udi$ out4 ,y %\ld keep
 !m always at h& l  y\r bank books1 &   
draw on ! cont5ts = y\r salesman%ip ne$s
  f day to day4    ,y w get only a      
smatt]+ ( ! secret ( c]ta9 success if y 
j skim ov] ! *apt]s1 & skip :atev]      
requires y to ?9k  h>d 9 ord] to        
compreh5d x all4 ,b if y dig into !     
mean+ (  ea* s5t5ce = ! full idea1 y w  
enri* y\rself )  con/antly increas+ p[] 
& skill 9 sell+4 ,s y w surely  become a
 real success4           99       99    

99       99       99    ,sid5ote3 ,te/$ 
,work+ ,tools    ,! pr9ciples & me?ods (
 successful salesman%ip summ>iz$ 9  ^!  
companion books1 ?\gh !y w be new to mo/
 read]s1 are n  m]e p]sonal !ories4 ,!y 
all h be5 demon/rat$ & te/$ 9  actual   
practice dur+ my twelve ye>s exp]i5ce z 
,comm]cial &  ,g5]al ,sales ,manag] ( ! 
,=d ,motor ,company4 ,"u my direction 9 
! c\rse ( t p]iod ,=d sales 7 multipli$ 
"o hundr$  ?irty-two times--f #f1aha to 
#hae1iab c>s a ye>4 ,! fundam5tal       
pr9ciples & me?ods t ,i h te/$ & prov$  
to be mo/  successful 9 sell+           
automobiles & good w %\ld "w equally    
well  9 any pr(ession1 or bus9ess1 or   
trade2 & = any normal1  intellig5t man  
or woman :o uses !m cont9ually4         
,sid5ote3 ,doll>s & ,c5ts ,value        
,s9ce ! fir/ publication ( ,! ,sell+    
,process ?\s&s (  en?usia/ic read]s ( ! 
book h volunt>ily borne witness to its  
practical1 doll>s-&-c5ts value to !m 9  
_! daily "w4  ,prea*]s1 doctors1 lawy]s1
 bank (ficials1 cl]ks1 book-keep]s1     

me*anics1 labor]s2 z well z bus9ess     
executives & sales manag]s  &           
salesm5--m5 & wom5 9 scores ( widely    
diff]5t  vocations--unite 9 te/ify+ to  
_! increas$ e>n+ p[] &  full]           
satisfaction 9 liv+ & work+4 ,!y cr$it  
^! results to  _! /udy & cont9u$ use (  
,! ,sell+ ,process4 ,! value (  t book w
 be at lea/ d\bl$ by ! supplem5tal read+
 (  ,c]ta9 ,success4 ,!re=e ! two are n[
 publi%$ z a set (  work+ tools = any   
ambiti\s man or woman :o is resolv$ to  
e>n  success4    ,,norval ,a4 ,,hawk9s  
,maje/ic ,build+1  ,detroit1 ,mi*igan4  
,,*apt] ,i    ,! ,univ]sal ,ne$ ,=      
,sales ,k      ,sid5ote3 ,analysis (    
,secret ( ,c]ta9 ,success    ,! ,secret 
( ,c]ta9 ,success has f\r pr9cipal      
elem5ts4 ,x comprises3    7#a7 ,kn[+ h[ 
to sell    7#b7 ,! true idea    7#c7 ,( 
"o's be/ capabilities    7#d7 ,9 ! "r   
m>ket or field ( s]vice4    ,y\r success
 w be 9 direct proportion to y\r ?or\gh 
k  & cont9ual use ( all f\r p>ts ( !    
:ole secret4 ,no matt] h[  great y\r    

ef=t1 an entire lack ( "o or m ( ^!     
pr9cipal  elem5ts ( ,c]ta9 ,success w   
cause p>tial or utt] failure 9 y\r  life
 ambition4 ,y w be l a man :o tries to  
op5 a safe ) a  f\r-comb9ation lock1    
?\gh he kn[s only two or ?ree ( !       
numb]s4    ,no "o1 h[ev] well fitt$ =   
success else:]e1 c succe$ 9 !  wrong    
field1 or 9 r5d]+ s]vices = :i* he is n 
qualifi$4  ,nor is complete success     
atta9able by a man unless he develops ! 
be/ t is 9 him4 ,ev5 if he br+s to ! "r 
m>ket 8 utmo/  ability1 he may fail     
mis]ably by mak+ a false impression t he
  is unfitt$ = ! opportunity he wants4  
,or he may be ov]look$  because he does 
n make ! true impression ( 8 fitness4   
,evid5tly1 9 ord] to ga9 a *ance to     
succe$1 anyone mu/ fir/  sell to !      
fulle/ advantage ! idea t he is ! man = 
!  opportunity already wait+ or = ! new 
op5+ he makes = himself4  ,( c\rse he _c
 d ?is surely unless he kn[s h[4 ,!re=e 
sales k is univ]sally ne$$ to complem5t 
! ?ree o!r  pr9cipal elem5ts ( !        

complete secret ( c]ta9 success4        
,sid5ote3 ,reasons = ,failures    ,:5 we
 try to expla9 ! failure ( any man :o   
seems wor?y to h  succe$$1 we ne>ly     
always say1 9 sub/ance1 "o ( ?ree ?+s   
ab\t  8 case3    ,he is a squ>e peg 9 a 
r\nd hole2 by :i* we usually mean he is 
a  "r man 9 ! wrong place4    ,or1 ,he  
is capable ( fill+ a bett] position2 a m
 polite way (  say+ t a man has outgr[n 
8 pres5t job b has n develop$  ability  
to get a bigg] "o4    ,(t5e/1 probably1 
we decl>e1 ,he isn't appreciat$4    ,v  
r>ely is a wor?y man's failure 9 life   
ascrib$ to ! commone/  cause--8 p]sonal 
ineffici5cy 9 sell+ to ! _w compreh5sion
  ( 8 especial qualifications = success4
    ,sid5ote3 ,:at ,failures ,realize   
,if a man is a squ>e peg 9 a r\nd hole1 
he %\ld realize t 8  p>ticul> qualities 
mu/ be fitt$ into ! "r field = !m be=e  
he c succe$4 ,a natural organiz] _c     
a*ieve 8 ambitions if he  works alone at
 a r\t9e task4    ,no s5sible man w\ld  
aspire to fill a bett] position ?an he  

holds1  unless he _h develop$ a capacity
 beyond ! limitations ( 8 pres5t  "w4 ,!
 %ipp+ cl]k :o craves ! high] sal>y ( a 
correspond5t  kn[s he _c hope = ! desir$
 promotion if he has n le>n$ to  write  
good bus9ess lett]s4    ,h[ev] des]v+ ( 
advancem5t a man may be1 he realizes he 
has b a  slim *ance to succe$ if 8 wor? 
is unrecogniz$4 ,s he wants             
appreciation f 8 *ief4 ,he kn[s t unless
 8 wor? is p]ceiv$  & truly valu$1 "s "o
 else1 :o may be less qualifi$1 is apt  
to be  select$ = ! ,manag]'s job he     
desires4 ,su* inju/ices h  poison$      
c\ntless disappo9t$ hopes ) bitt]e/     
res5tm5t4    ,! des]v+ man :o fails     
because he is a misfit 9 8 p>ticul>     
position1 ! wor?y man :o is limit$ to a 
small c>e] because !  "w he does lacks  
scope = ! use ( all 8 ability2 ! ?ird   
good  man :o has be5 kept d[n = ! reason
 t 8 *ief is bl9d to 8  qualifications =
 promotion--all ?ree ( ^! failures      
und]/&  pretty cle>ly ! reasons = _!    
non-success4    ,sid5ote3 ,:5 ,lack (   

,salesman%ip ,causes ,failure    ,x is v
 diff]5t 9 ! case ( ! capable man :o    
fails because he  has be5 ineffici5t 9  
sell+ true impressions ( 8              
qualifications  = success4 ,a private   
secret>y1 = illu/ration1 might be       
?or\ghly  compet5t = manag]ial duties2 b
 by 8 self-effacem5t 9 8  pres5t job he 
might make ! false impression t he 0    
want+ 9  executive capacity4 ,he w\ld be
 giv5 a *ance z manag] if he 7          
effective 9 creat+ a true impression ( 8
 adm9i/rative ability4  ,su* a capable  
man1 if he has little or no sci5tific k 
( !  sell+ process is apt also to lack  
compreh5sion ( ! value to  him ( kn[+ h[
 to sell ideas4 ,he does n happ5 to call
 himself  a salesman4 ,!re=e he has nev]
 /udi$ ) p]sonal int]e/ !  f9e art (    
sell+4 ,he does n realize t ignorance ( 
salesman%ip1 & consequ5t non-use ( !    
sell+ process1 almo/  always are        
responsible = ! m]ely p>tial success or 
! d[nright  failure 9 life ( ! man :o   
des]ves to w91 b :o loses out4          

,sid5ote3 ,:o ,is ,to ,blame = ,failure 
,"o may feel able to deliv] ! goods1 7  
he giv5 ! *ance4 ,he  may "k :]e 8 be/  
capability is greatly ne$$ & w\ld be    
highly  appreciat$ if recogniz$4 ,yet ! 
door ( opportunity may n op5 to  8      
des]v+ h&1 h[ev] h>d he tries to w9 8   
way 94 ,8 failure  seems to him altoge!r
 unfair1 ! ranke/ inju/ice f ,=tune4    
,if a man kn[s he is completely fitt$ to
 fill a high] position1 he  feels       
consid]able self-confid5ce :5 he fir/   
applies = x4 ,b 8  real ability may n be
 recogniz$ by 8 *ief4 ,! ambiti\s man   
may  be d5i$ ! covet$ *ance to take !   
/ep upw>d to ! bigg]  opportunities =   
:i* he rightly believes himself         
qualifi$4 ,if 8  des]ts & 8 utmo/ ef=ts 
d n w9 ! promotion he desires1 he  gr[s 
disc\rag$4 ,he loses ! ta/e ( ze/ = 8   
"w4 ,8 e>li]  optimism oozes away4 ,aft]
 a:ile 8 ambition slumps4 ,!n he resigns
  himself sull5ly to ! conviction t he  
is a failure b is n to  blame4          
,sid5ote3 ,dynamic ,quality ,lack+      

,leav+ out ( consid]ation mo/           
exceptional1 unprev5table bad luck1  !  
wor?y man :o fails 9 life is to blame4  
,he is n1 z he ?9ks1  a victim (        
circum/ances or ill-fate4 ,8 failure is 
due to 8  ignorance ( ! fir/ ( ! f\r    
pr9cipal factors ( ! secret (  c]ta9    
success4 ,pot5tially qualifi$ to succe$1
 he does n h  ! absolutely necess>y     
dynamic elem5t4 ,he lacks an ess5tial   
*>act]i/ic ( ! self-made successful man1
 a *>act]i/ic :i*  any "o ( intellig5ce 
c le>n h[ to develop--a high degree (   
capability 9 ga9+ 8 own opportunities to
 succe$4    ,he does n "k h[ to sell    
true ideas ab\t himself2 ?\gh he may    
realize ! importance ( mak+ ! be/       
impression possible4 ,s1  h[ev]1 he     
tries1 he _c get 8 des]v$ *ances to     
succe$4 ,he  c\ld secure !m easily if he
 compreh5d$ ! sell+ process ( !  ma/]   
salesman1 & us$ x ) skill4 ,?is process 
( ma/]ly  sell+ is ! key to c]ta9       
success = ! fully qualifi$ man 9 any    
vocation4    ,sid5ote3 ,mak+ & ,gov]n+  

,"o's ,own ,good ,luck    ,a capable    
applicant w inv>iably be giv5 a *ance to
 succe$1 if he  takes ! be/ t is 9 him  
to a man :o has ne$ ( su* s]vices z  he 
c\ld r5d]1 & !n sells ! true idea ( 8   
ability4 ,he has  ma/]$ all f\r pr9cipal
 elem5ts ( ! complete secret ( c]ta9    
success4 ,consequ5tly he is able to     
create & to control 8  opportunities to 
succe$4 ,he makes & gov]ns 8 own good   
luck4    ,ev]y:]e ! mo/ desirable       
positions 9 ! bus9ess _w are 9  ne$ ( m5
 :o c fill !m4 ,only ! poor] jobs are   
cr[d$4 ,b  :5 ,opportunity has to seek !
 man1 ! "r "o is (t5  ov]look$4 ,! gold5
 *ance is ga9$ by ano!r--less qualifi$ &
  less wor?y1 p]haps2 b a bett] salesman
 ( himself4 ,! fully  compet5t man1     
h[ev]1 c assure 8 success by becom+     
pr(ici5t  9 sell+ true ideas ( 8 be/    
capability 9 ! "r m>ket or  field (     
s]vice4 ,! ma/] salesman ( himself makes
 8 own *ances  to succe$1 & !re=e runs  
no risk ( be+ ov]look$ by  ,opportunity4
    ,sid5ote3 ,success ,way ,is ,*>t$   

,ma/] salesm5 ( ideas ab\t goods use    
p>ticul> sell+  processes to get _!     
ideas across surely to ! m9ds (         
prospective buy]s4 ,! pr(essional       
salesman1 !re=e1 has pla9ly  *>t$ ! way 
to c]ta9 success 9 any vocation1 = ! man
 :o has  develop$ ! be/ t is 9 him4 ,if 
y are a c&idate = a  position1 d n let a
 prospective employ] buy y\r s]vices at 
8  valuation1 = he is c]ta9 to          
"u-e/imate y4 ,sell him true  ideas (   
y\r m]its4 ,set a fair price on y\r     
wor?1 & get across  to 8 m9d ! true idea
 t y w\ld be wor? t mu* to him4  ,su*   
skillful salesman%ip us$ by an applicant
 = a position c be  dep5d$ on to make ! 
be/ possible impression ( 8             
desirability2  j z ! practic$ art ( !   
pr(essional salesman enables him to     
pres5t ! qualities & values ( 8 goods 9 
! mo/ favorable  light4 ,! ma/]ly sell+ 
process is n v difficult to le>n4       
,pr(ici5cy 9 its use c be ga9$ gradually
 by any "o :o practices  consci\sly e   
day ! actual sale ( ideas 9 ! arti/ic   

way4    ,sid5ote3 ,k ( ,salesman%ip     
,develops ,confid5ce    ,z 0 /at$ 9 !   
,introduction to ?is book1 x has be5    
prov$  conclusively 9 bus9ess t p>ticul>
 pr9ciples & me?ods (  sell+ are c]ta9  
to produce ! highe/ av]age ( clos$      
ord]s4 ,9  o!r words1 success = !       
pr(essional salesman is assur$ if he    
develops c]ta9 qualifications1 & if he  
does c]ta9 ?+s2 all  )9 ! capacity ( any
 normal1 intellig5t man4 ,sci5tific     
sales  executives "k positively1 z !    
result ( comp>ative te/s1 t !  salesman 
:o develops ^! p]sonal qualifications1 &
 :o does ^!  ?+s1 %\ld get 8 quota (    
bus9ess & hold x4 ,h5ce1 z has be5      
said1 specific tra9+ is giv5 9 ! sales  
s*ools ( ! mo/  successful bus9esses1   
along ! l9es ( be/ sell+ practice4      
,sid5ote3 ,practical ,pr9ciples    ,:5 !
 individual salesman :o has be5 s tra9$ 
comm5ces "w 9  8 t]ritory1 he le>ns 9 8 
exp]i5ces ) buy]s t !  pr9ciples &      
me?ods he has be5 taught are actually   
mo/ effective4  ,assum+ t he has        

develop$ 8 be/ capabilities pretty      
fully1 &  t he has become fairly        
skillful 9 us+ :at he kn[s ab\t h[ to   
sell 8 l9e1 he works ) cont9ually gr[+  
confid5ce t he w  succe$4 ,:y %\ld he   
d\bt 8 complete sell+ p[]8 ,he kn[s !re 
is a field = 8 goods 9 ?is t]ritory4 ,he
 kn[s cle>ly &  vividly :at ideas he    
wants to get across to ! m9ds (         
prospective  buy]s4 ,he kn[s--mo/       
important ( all--j h[ to make conv9c+  &
 attractive impressions ( ! desirability
 & true value ( :at he  pres5ts =       
pur*ase4 ,he compreh5ds ! mo/ effective 
ways to %[  prospects bo? _! ne$ = 8    
goods & t he has come1 ) a  real purpose
 ( s]vice1 to satisfy t ne$4    ,y1 !   
non-pr(essional salesman ( y\rself1 w   
sell y\r goods  ( sale ) simil> complete
 confid5ce 9 y\r p[] to ga9 & to        
control y\r opportunities = success--if 
y1 too1 use ! "r  sell+ process4    ,?is
 set ( books expla9s & demon/rates 9    
detail ! pr9ciples &  me?ods ( !        
successful salesman ( ideas4 ,!         

,introduction &  twelve ,*apt]s ( !     
pres5t s]ies apply ! sell+ process      
especially to ! sale ( ideas ab\t "o's  
self1 ) p>ticul>  relation to           
self-advancem5t 9 ! _w4 ,! ,sell+       
,process1  companion book to ,c]ta9     
,success1 %[s ! ma/] pr(essional        
salesman at "w1 gett+ ord]s ) assurance4
    ,sid5ote3 ,h>d ,/udy ,necess>y    ,!
 fact t y h proce$$ ?us f> 9 read+      
,c]ta9 ,success  proves y h an e>ne/    
purpose to make ! mo/ ( y\r pres5t      
opportunity to le>n h[ to succe$ )      
c]ta9ty4 ,we w assume  t y h develop$   
y\r individual ability pretty fully1 & t
  y "k :]e !re is a field = su* s]vices 
z y are sure y  c\ld r5d] if af=d$ !    
*ance4 ,surely1 !n1 y\r ambition 9      
life1 :atev] x may be1 is a suffici5t   
inc5tive to ! mo/ ?or\gh  /udy ( !      
pr9ciples & me?ods ( successful         
salesman%ip4 ,d n  m]ely read ?is set ( 
books4 ,,ma/] ,c]ta9 ,success & ,!      
,sell+ ,process to make y\rself ! ma/] (
 y\r own de/9y4    ,aga9 & aga91 le/ at 

any "t :ile y /udy y might fall bel[    
#ajj 9 absolute assurance1 y w read 9 ^!
 *apt]s !  ass]tion t y\r success c be  
made c]ta94 ,?is /atem5t is n  an       
exagg]ation4 ,x is necess>y t y accept x
 lit]ally ?r\gh\t  y\r read+ ( ?is set (
 books4 ,d n take x ) a gra9 (  salt4 ,!
 ta/e ( ! decl>ation t ! sell+ process  
makes  success sure w become famili>    
aft] ^! _m repetitions4 ,realize  :5 y  
come ^u ! repeat$ idea z y proce$ ) y\r 
/udy t  y\r cont9u$ read+ %\ld frequ5tly
 be re5=c$ by a /eadily  gr[+ conviction
 t y are ma/]+ ! sure way to succe$4 ,y 
believe 9 y\rself m ?an y did :5 y began
 to read ?is book4  ,?is increas+ fai?  
%\ld develop to complete confid5ce :5 y 
h dug into ! text ( bo? ,c]ta9 ,success 
& ,! ,sell+  ,process1 & h dug out e    
idea 9 ! tw5ty-f\r *apt]s4    ,sid5ote3 
,salesman%ip ,n a ,sci5ce ,b an ,art    
,at ! outset ( y\r pres5t /udy compreh5d
 t salesman%ip is n  a sci5ce4 ,r1 x is 
an art4 ,l e o!r art1 h[ev]1 x  has a   
relat$ sci5ce4 ,sell+ is a process4 ,k  

ab\t !  pr9ciples & me?ods t make !     
process mo/ effective is !  relat$      
sci5ce4 ,b su* k supplies only ! be/    
f\ndation  = build+ success by ! actual 
practice ( mo/ effective  salesman%ip4  
,! ma/] salesman practices ! sci5tific  
pr9ciples  & me?ods he has le>n$ until !
 skillful use ( 8 k 9  e-day sell+      
becomes second nature to him4 ,?us1 &   
?us only1  is 8 art p]fect$4    ,y w ga9
 k f ^! books ab\t h[ to sell )         
assurance ! true idea ( y\r be/         
capabilities--ab\t h[ to sell  any goods
 ( sale unfail+ly4 ,b y c develop !     
skill  necess>y to ! actual a*ievem5t ( 
c]ta9 success only if y  cont9ually use 
:at y le>n ab\t ! sell+ process4 ,y mu/ 
p]fect y\r sell+ art by ! intellig5t    
employm5t ( e ^w  & tone & act ( y\r    
life to attract o!r m5 to y1 & to       
impress on !m conv9c+ly true ideas ( y\r
 p>ticul> ability4    ,sid5ote3 ,be a   
,salesman ,e ,m9ute    ,! ma/]          
pr(essional salesman is always on ! job 
) 8 ?ree  means ( self-expression1 to   

get across to prospects true ideas ( !  
desirability & value ( 8 goods4 ,he is a
 salesman e m9ute1  & 9 ev]y?+ he does  
or says4 ,y c become z effici5t z he1  9
 sell+ ideas ab\t y\r goods ( sale1 if  
y\r pr(ici5cy  becomes z easy & natural 
z 84 ,su* ease is ! sure result (       
suffici5t "r practice4    ,y h c\ntless 
opportunities daily to make use ( !     
sell+  process4 ,9 ea* expression (     
y\rself--9 y\r e ^w1 tone1 &  act--y    
convey "s idea ( y\r p>ticul> "* &      
ability4  ,y %\ld "k h[ to make true1   
attractive impressions ( y\r  be/ self2 
& h[ to avoid mak+ untrue & unfavorable 
impressions by :at y d & say4 ,!n1 :5 y 
h le>n$ !  mo/ effective way to sell    
ideas ab\t y\rself t y want o!r  p to h1
 x is necess>y t y use ! sell+ process  
consci\sly all ! "t until y gr[ into !  
habit ( us+ x  unconsci\sly1 z y\r      
second nature4 ,once y are accu/om$ to  
act+  ! salesman cont9ually1 x w be no m
 difficult = y to be  always on ! job   
sell+ "r ideas ( y\r qualifications =   

success1 ?an x is = ! pr(essional us] ( 
! sell+ process  to be a salesman e     
m9ute4    ,sid5ote3 ,y\r ,goods ( ,sale 
,z already has be5 emphasiz$1 ! goods ( 
sale 9 y\r case are  y\r be/            
capabilities4 ,y ne$ fir/ ( all to "k   
y\r true  self1 be=e y c sell true ideas
 ab\t y\r qualifications =  success4    
,y\r true self is y\r be/ self4 ,y are  
untrue to  y\rself1 y balk y\r own      
ambition to succe$1 unless y develop to 
! utmo/ ( y\r capacity y\r p>ticul>     
salable qualities4    ,y d n ne$        
qualities y n[ :olly lack4 ,y %\ld n    
attempt  to salt ! gold m9e 9 y\rself ) 
! *>act]i/ics ( o!r  m5 :o h succe$$ by 
! developm5t & use ( capabilities t  7  
natural to !m1 b t w\ld be unnatural to 
y4 ,x is  worse ?an futile--x is fooli% 
= y to imitate anybody else4 ,j  be y\r 
be/ self4 ,make ! mo/ ( :at y h t is    
salable4  ,y require no m to assure y\r 
success4    ,sid5ote3 ,sell+ ! ,tru?    
,ab\t ,y\r ,be/ ,self    ,e individual  
has di/9ct *>act]i/ics1 & is capable (  

do+  p>ticul> ?+s1 ( :i* he may be      
g5u9ely pr\d if he fully  develops &    
uses 8 p]sonal qualifications4 ,:5 all !
 tru? ab\t  8 be/ possible self is      
skillfully made kn[n to o!rs1 *ances =  
success are c]ta9 to be op5$ to !       
ambiti\s man4 ,if he lacks !            
salesman%ip key1 ! doors ( opportunity  
may always rema9 clos$1  h[ev] well he  
des]ves to be welcom$4    ,y possess    
goods ( sale t h real quality1 t are    
durable1 t w r5d] s]vice & af=d         
pleasurable  satisfaction to o!rs4 ,y\r 
goods c be sold z surely z quality      
phonographs1 durable automobile tires1  
s]viceable clo!s1 or pleas+  books4     
,maybe y c deliv] ! goods ) smiles1 or  
he>ty tones1 or ready  acts ( k9dness4  
,any "o c easily be fri5dly4 ,b h y     
develop$  all y\r ability to smile      
g5u9ely8 ,h y cultivat$ ! he>ty  tone ( 
real k9dness s t n[ x is unnatural = y  
ev] to  speak 9 any o!r way8 ,d y p]=m  
fri5dly acts ( consid]ation  = o!rs on e
 occasion1 z second nature8    ,if y\r  

hone/ answ]s to su* que/ions mu/ be     
negative1 y are n  a good salesman ( y\r
 be/ self all ! "t4    ,sid5ote3 ,y\r   
,salable ,qualities    ,y\r mo/ salable 
quality may be dep5dability1 r ?an quick
  ?9k+4 ,if ?is is ! case1 conc5trate   
y\r salesman%ip on mak+  impressions ( !
 true idea ( y\r reliability4 ,y\r      
greate/  success w be a*iev$ 9 "s field 
( s]vice :]e dep5dabl5ess  is a prim>y  
ess5tial4 ,y may be naturally unfitt$ to
 make a />  report]1 b peculi>ly        
qualifi$ to develop into ! ca%i] ( a    
bank4    ,%\ld y happ5 to be            
unattractive 9 features1 y\r job is to  
trans=m y\r homel9ess into a likable    
quality--n to try to make  y\rself appe>
 h&some4 ,if y are :olly inexp]i5c$1 t  
ne$ n  be a detrim5t to y\r success 9 ! 
field y want to ent]4 ,:5 y  h ma/]$ !  
sell+ process1 y\r v gre5ness c be      
pres5t$  be=e ! m9d ( a prospective     
employ] z ! be/ ( reasons =  engag+ y4  
,y w be able to make y\rself appe>      
desirable because  y are gre5 9 t field1

 & !re=e h no wrong ideas to  unle>n4   
,sid5ote3 ,"k ,all ( ,y\rself    ,y c   
greatly improve y\r *ances to get ! job 
= :i* y are  be/ adapt$1 if y use !     
reciprocal sell+ process employ$ by !   
pr(essional salesman :5 he sells 8      
s]vices to a h\se4 ,he meets  ! head ( !
 conc]n z 8 man-equal1 & does n j (f]   
himself = hire4 ,su* a consci\sness (   
y\r man-equality :5 y  are face to face 
) a prospective employ] c result only f 
c]ta91 analytical k ( y\r be/ self1     
complem5t$ by  kn[+ h[ to sell ! true   
idea ( y\r p>ticul> desirability &      
wor?4    ,v likely y ?9k y are s]i\sly  
h&icapp$ 9 _m ways4  ,hav+ made no      
detail$ analysis ( y\rself f a          
salesman's  view-po9t1 y d n appreciate 
fully ! numb] & ! m>ket value  ( !      
advantages y might h4 ,probably "s ( y\r
 be/1 mo/  salable qualities are lat5t  
or b p>tly develop$4    ,sid5ote3 ,*>t  
,necess>y    ,li/ y\r p>ticul> goods (  
sale4 ,put d[n on a *>t1 n only  !      
qualities y h n[1 b all ! additional    

ones y feel  capable ( develop+4 ,!n y w
 realize vividly t y possess  _m        
abilities1 "s undevelop$ yet1 :i* are   
always ne$$ 9 !  _w4 ,y "k t su*        
qualities %\ld be readily salable1 to ! 
mutual b5efit ( y\rself & ( buy]s4 ,y   
are le>n+ ! sell+  process 9 ord] to    
make c]ta9 t y c sell ! be/ t is 9  y1 z
 o!r m5 are sell+ !mselves successfully4
    ,complete y\r *>t by li/+ y\r v>i\s 
defects4 ,!n /udy out  ways to use ev5  
y\r p>ticul> faults diff]5tly ?an y h   
be5  h&l+ !m2 s t !y w help y1 in/ead ( 
be+ h9drances  to y\r success4 ,?9k ( "s
 p y "k1 & ( h[ !y h  turn$ _! physical 
liabilities into assets ( popul>ity4    
,! v fir/ sales k y ne$ is ( exactly :at
 y h to  sell4 ,y _c see all ( y\rself1 
y\r good & bad  po9ts--y\rself z y are1 
& z y might be--unless y make a  detail$
 *>t ( y\r goods ( sale4 ,"o ( ! mo/    
important  imm$iate effects ( su* a     
self-analysis w be increas$             
self-respect4 ,y\r h&icaps w %r9k1 & !  
peculi> advantages  y h w gr[ be=e y\r  

eyes4 ,y %\ld feel new confid5ce 9  y\r 
own ability4    ,sid5ote3 ,man-,equality
    ,) ?is confid5ce w come a feel+ t y 
are n ! inf]ior  ( ano!r man :o has     
a*iev$ a l>g] measure ( success ?an y  h
 ga9$4 ,:5 y />t ! sale ( true ideas (  
y\r be/ self to  an employ]-buy] ( su*  
s]vices z y are capable ( r5d]+1 y  w h 
an innate consci\sness ( y\r            
man-equality ) him4 ,y  %\ld realize t  
?is sale ( y\rself1 l all o!r true      
sales1 is  to be a transaction (        
reciprocal b5efits1 & %\ld be conduct$  
on  ! basis ( mutual respect4    ,x is  
y\r "r to take pa9s t ! prospective buy]
 ( y\r  s]vices %all sell himself to y z
 ! boss y want to "w )4  ,expect him to 
sell himself to y z a desirable employ] 
j z  ?or\ghly & satisfy+ly z y int5d to 
sell y\rself to him z a  wor?y applicant
 = an opportunity 9 8 bus9ess4 ,:5 y h  
def9ite1 sure k ( y\r capability &      
s]vice value1 y  c]ta9ly %\ld n be will+
 to take any old job4    ,!re is no     
bett] way to make ! impression ( y\r    

desirability z  an employee ?an to      
demon/rate t y are *oos+ y\r employm5t  
intellig5tly4 ,9 expla9+ y\r *oice1 give
 specific reasons = y\r  selection ( ?is
 p>ticul> op5+4 ,%[ t y compreh5d :at is
  to be done4 ,give "s indication ( y\r 
ability to d x effici5tly  &            
satisfactorily4 ,sugge/ ! wor? ( y\r    
s]vices :5 y  %all h prov$ y\r fitness4 
,sid5ote3 ,require ,employ] to ,sell ,y 
! ,job    ,! ord9>y man :o applies = a  
job 9 ! ord9>y way is accept$  or turn$ 
d[n :olly at ! discretion ( ! employ]4  
,if y use !  sell+ process skillfully1 y
 w sugge/ t y are out ( !  ord9>y class4
 ,( c\rse1 y %\ld demon/rate 9 y\r      
salesman%ip  t y are n ov]-rat+ y\r     
ability4 ,! o!r man mu/ be made to  feel
 y h s\nd reasons = y\r be>+ ( equality 
&  self-confid5ce :5 y seek to make sure
 t 9 8 bus9ess y w  h y\r be/ *ance to  
succe$4 ,by %[+ him t y are tak+        
intellig5t precautions aga9/ mak+ a     
mi/ake 9 y\r employm5t1 y  indicate     
conclusively t y are n m]ely a float]1 b

 t y  h a purpose to /ick & make good4  
,9 ! same measure t y require pro( ( a  
desirable p]sonality 9  an employ]1 y   
%\ld make sure t ! "w is exactly :at y  
expect4 ,see t y\r prospective new boss 
sells y ! job at !  same "t y are sell+ 
him y\r s]vices4 ,if he p]ceives 9 y !  
"o man :o be/ fits 8 ne$s1 he w put =? e
 ef=t to buy  y\r s]vices4 ,e employ] w 
respect ! man :o /ates1 )  salesman%ip1 
a s\nd reason = select+ & seek+         
connection ) a  bus9ess h\se2 s9ce su* a
 man gives promise ( mak+ ! sort (      
dep5dable1 loyal work] t e bus9ess      
values & appreciates4    ,sid5ote3 ,sell
 to ,satisfy ,real ,ne$s    ,! true     
salesman sells to satisfy a real ne$ ( !
 buy]4  ,!re=e1 :5 y h *>t$ y\r salable 
qualities1 select !  field ( s]vice 9   
:i* su* capability z y possess is ne$$4 
,t1 y may be sure1 is y\r "r m>ket--!   
field :]e y are  c]ta9 to succe$4 ,ent] 
x1 & no o!r field4 ,apply !re = a  place
 ( opportunity to s]ve2 ) ! absolute    
confid5ce ( a good  salesman come to    

satisfy a want1 & consci\s ( 8          
individual fitness  to deliv] ! goods4  
,y may n get j :at y desire at ! fir/   
attempt4 ,! be/  pr(essional salesman   
(t5 has to make repeat$ ef=ts to close  
ord]s4 ,b 9 ! end1 if y h ! goods1 t are
 ne$$ :]e  y br+ !m1 & y "k h[ to sell  
true ideas ( y\r be/ self  7z y w "k    
aft] ma/]+ ! sell+ process7 y w be  sure
 ( gett+ suffici5t opportunities to     
succe$4 ,y w be z  c]ta9 ab\t gett+     
en\gh *ances z ! fir/-class pr(essional 
salesman is c]ta9 ( atta9+ 8 full quota 
( bus9ess despite "s  turn-d[ns4        
,success is a matt] ( mak+ a good batt+ 
av]age4    ,sid5ote3 ,p>ts ( ,complete  
,process    ,rememb] z y read t y are   
/udy+ a complet$ process4 ,an  unf9i%$  
sales ef=t is n a sale at all4 ,y w n be
 a  c]ta9ly successful salesman until y 
p]fect y\r k &  skill 9 all ! /eps (    
salesman%ip4 ,y c le>n only a s+le  "p (
 sales effici5cy at a "t4 ,! relative   
significance ( ea*  po9t1 its full      
importance 9 ! entire sell+ process1 w n

 be  compreh5d$ until y h read at lea/  
once all !re is 9 ?is set  ( books4 ,:5 
y re-/udy ! successive *apt]s1 ! details
 y may  at fir/ und]/& b vaguely 9 a    
disconnect$ way w be cle>4 ,y  w        
compreh5d !m z v>i\s elem5ts (          
salesman%ip :i* mu/ be  fitt$ toge!r to 
complete ! process ( sell+4    ,?us f> 9
 ! pres5t *apt] we h be5 consid]+       
pr9cipally !  goods ( sale4 ,we h be5   
look+ at our subject f !  mat]ial       
aspect4 ,n[ let u turn our att5tion to !
 m5tal view (  sales4    ,sid5ote3      
,m5tal ,nature ( ,sell+ ,process    ,9 !
 effective sell+ process ! skill$       
salesman is able to be !  controll+     
p>ty4 ,he makes ! o!r man ?9k z he ?9ks4
 ,z has  be5 /at$ repeat$ly1 he sells   
ideas1 n goods4 ,s ! real  nature ( any 
sale is m5tal1 n mat]ial4 ,y mu/ deliv] 
!  goods to ! m9d ( ! man to :om y wi%  
to sell y\r be/  capabilities4 ,y %\ld  
use ! same process z ! pr(essional      
salesman1 :o works to control ! ?\ghts (
 8 prospect reg>d+  ! l9e ( goods       

pres5t$4 ,h5ce :5 y plan to make sure ( 
gett+  a desir$ position1 x is necess>y 
t y "k exactly h[ to put  true ideas    
ab\t y\rself into ! head ( ! p]son :om y
 h  *os5 z y\r prospective employ]4     
,fur!r1 y ne$ to "k  precisely :at      
psy*ological effects y c secure )       
c]ta9ty by  us+ skillful salesman%ip4   
,sid5ote3 ,?ree ,sales ,m$iums    ,ideas
 ( y\r be/ capability may be sold ?r\gh 
?ree  m$iums--adv]tis+1 correspond5ce1 &
 p]sonal sell+4 ,take  advantage ( all  
?ree1 :]ev] & :5ev] possible1 to ga9 y\r
  *ance = success4 ,use ^! m$iums ) real
 salesman%ip4    ,sid5ote3 ,adv]tis+    
,if y adv]tise = a position1 ?9k out 9  
detail ! impression (  y\r true be/ self
 t y wi% to make on ! m9ds ( read]s4    
,put  y\r p]sonality into ! adv]tis+    
m$ium 9 su* c>efully  select$ language z
 w rea* ! ne$s ( p>ticul> employ]s1 &  w
 n appe> to be j a broadside ( words %ot
 into ! air  )\t aim4 ,indicate cle>ly t
 y are n seek+ any old job s  long z !  
sal>y is good4 ,analyze & "k j :at y    

sugge/  ab\t y\rself 9 pr9t4 ,_m a      
successful bus9ess man has sold himself 
?r\gh ! door ( 8 initial big opportunity
 by real salesman%ip 9  8 adv]tisem5t ( 
8 capabilities4    ,sid5ote3            
,correspond5ce    ,ea* lett] y write    
%\ld be reg>d$ z a sales lett]4 ,x makes
  an impression1 true or false1 ( y4    
,take ! greate/ pa9s to h  t impression 
:at y want x to be4 ,nev] be slov5ly or 
c>eless 9  writ+ to anyone on any       
subject4 ,put g5u9e salesman%ip into all
  y\r lett]s consci\sly2 in/ead (       
convey+ ideas unwitt+ly1  )\t realiz+   
:at ! read] is likely to ?9k ( y & !    
?+s y write4 ,y c scatt] impressions (  
y\r be/ self  broadca/ ov] ! e>? by us+ 
y\r ord9>y correspond5ce z a  m$ium (   
salesman%ip4 ,s y c op5 bo? ne>by & f>  
di/ant  opportunities = ! future2 ev5   
:ile y /ill are tra9+ y\rself  to make !
 mo/ ( ^! *ances y hope to ga94    ,good
 sales lett]s are s r>e t ! ability to  
write !m has  errone\sly be5 call$ a    
gift4 ,x is n4 ,any "o ( educat$        

intellig5ce c write 8 ideas2 provid$ he 
has cle>1 def9ite  ?\ght-images 9 8 own 
m9d4 ,b cl\dy ?9k+ reflects only a  blur
 on pap]4    ,sid5ote3 ,us+ ,sales      
,lett]s    ,a lett] t pla9ly conveys    
true ideas is a sales lett]2 = x gets   
across to ! m9d ( ! recipi5t a cle>1    
def9ite m5tal impression  ( ! writ]'s   
real p]sonality & ?\ghts4    ,9 all y\r 
correspond5ce1 ?r\gh\t ! p]iod (        
prep>ation =  y\r *os5 life c>e]1 s5d   
out true ideas ( y\r be/ capability4 ,if
  y d1 y d\btless w f9d ! door ( y\r    
desir$ opportunity  op5 by ! "t y are   
fully prep>$ to knock4 ,successful      
bus9ess is  always ready 9 advance to   
welcome com]s2 :5ev] & :]ev] !y  are    
sight$4 ,!re=e project y\r p]sonality f>
 & wide ?r\gh  y\r lett]s4 ,employ !    
m$ium ( correspond5ce1 ) salesman%ip  k 
& skill1 ev5 :5 y write ! mo/ ord9>y    
messages to  y\r acqua9tances or to     
/rang]s4 ,t is1 ?9k out c]ta9 ways to   
sell p>ticul> ideas ab\t y\rself2 !n    
incorporate ^! bits (  salesman%ip 9 y\r

 lett]s4    ,a "y man 9 8 s5ior ye> at  
college select$ a l>ge corporation  z 8 
prospective employ]4 ,he did n "k any ( 
! executives (  ! company1 b he work$   
out a plan to get acqua9t$ ?r\gh lett]s4
  ,he 0 especially desir\s ( ent]+ !    
field ( =eign trade1 &  _h made a fairly
 compreh5sive /udy ( ! export bus9ess4  
,he wrote  to ! presid5t ( !            
corporation1 gave a brief outl9e (      
articles  & books he _h read2 !n        
complim5t$ ! great company by decl>+  t 
he realiz$ ! k he _h acquir$ 0 !oretical
 &  ab/ract1 & t he wi%$ to ga9         
practical1 concrete ideas by  /udy+ !   
me?ods ( ! corporation4 ,he enclos$ ) 8 
lett] t5  c5ts 9 po/age /amps1 & reque/$
 t he be s5t any =ms1  in/ruction %eets1
 sales bullet9s1 etc41 ! presid5t 0     
will+ to  let him h = /udy4    ,sid5ote3
 ,gett+ ,a ,future ,*ance    ,8 lett] 0 
ref]r$ to ! vice-presid5t 9 *>ge (      
sales1 :o 9  turn pass$ x on to a       
dep>tm5t manag] ) in/ructions to supply 
! matt] reque/$4 ,9 ! c\rse ( a week !  

college /ud5t  receiv$ a bulky package4 
,mean:ile a lett] _h be5 s5t f !        
dep>tm5t head :i* /at$ t ! vice-presid5t
 9 *>ge ( sales  _h ref]r$ to him !     
reque/ = =ms1 in/ruction %eets1 etc41 & 
t !y w\ld be =w>d$ "u sep>ate cov]4     
,! /ud5t took advantage ( ! ?ree        
opportunities op5$ to conduct           
correspond5ce ) ! executives ( !        
corporation4 ,he fir/ wrote  c\rte\s1   
c>efully word$ ?ank-y lett]s to !       
presid5t1  vice-presid5t1 & dep>tm5t    
head4 ,^! 7 all 9 8 own h&1 s  t 8 good 
p5man%ip might make an individual       
impression4 ,aft]  ^! lett]s 7 dispat*$ 
! /ud5t ma/]$ ! mat]ial t  _h be5 s5t to
 him4 ,!n he wrote ?ree supplem5tal     
lett]s (  appreciation1 & made concise  
comm5ts on "s ( ! me?ods ( !            
corporation1 ) comp>isons f 8 previ\s   
read+ ( books &  articles on =eign      
trade4 ,he /at$ t he int5d$ to make     
fur!r  inve/igation along ^! p>ticul>   
l9es & t if he le>n$  any?+ he ?\ght    
might be int]e/+ to ! company he w\ld   

write  :at he f\nd out4 ,9 ! c\rse ( a  
mon? he s5t a lett] :i*  detail$ 8      
inve/igations4 ,?is he address$ to !    
dep>tm5t head  only4 ,b he also p5n$    
brief lett]s to ! presid5t &            
vice-presid5t1 9 :i* he in=m$ !m t he _h
 writt5 9 detail  to ! dep>tm5t head4   
,sid5ote3 ,effect ( ,foll[-up ,lett]s   
,! correspond5ce cont9u$ ?r\gh\t !      
rema9d] ( ! /ud5t's  s5ior ye> at       
college4 ,! lett]s f ! bus9ess m5 soon  
evid5c$  m ?an =mal c\rtesy4 ,!y grew   
p]sonal & indicat$ real  int]e/4 ,a mon?
 be=e 8 graduation ! /ud5t 0 invit$ to  
call  at ! company's (fice aft]         
,comm5cem5t4 ,he w5t1 made an excell5t  
impression 9 int]views ) ! vice-presid5t
 9 *>ge ( sales &  ! dep>tm5t head1 &   
?\gh ! ink on 8 %eepsk9 0 n yet  dry1 he
 ga9$ 8 object4 ,he 0 engag$ by !       
corporation & began  tra9+ z a          
prospective repres5tative ( ! company 9 
=eign  t]ritory4    ,?us ?r\gh !        
correspond5ce m$ium ( salesman%ip a "y  
man :o  _h no advantage ( p]sonal       

influ5ce or acqua9tance secur$ exactly  
! *ance he want$4 ,simil> opportunities 
are op5 to any "o4    ,sid5ote3 ,p]sonal
 ,sell+    ,e mom5t ( y\r life :5 y are 
9 ! pres5ce ( o!r p1  y h *ances to sell
 true ideas ab\t ! be/ t is 9 y4 ,y  w n
 ne$ to seek su* opportunities = p]sonal
 salesman%ip4  ,*ances come to y        
cont9ually to make good impressions on !
 m9ds (  ! m5 & wom5 y meet f day to    
day4    ,be a skillful salesman ( true  
ideas ab\t y\rself always1 ev5 9 !  mo/ 
casual relations y h ) o!r p4 ,sell !   
be/ possible  impressions ( y\rself to  
pass]s-by on ! /reet1 to y\r fell[      
rid]s 9 c>s1 to cl]ks & cu/om]s ( /ores 
y visit1 to y\r  home & bus9ess         
associates4 ,put sell+ skill1 z second  
nature1 into  ea* ^w1 tone1 & action (  
y\r social & bus9ess life4    ,realize t
 9 :atev] y d or say1 consci\sly or     
unconsci\sly1  y are sell+ ideas ab\t   
y\r capability or y\r incapacity4 ,y    
are mak+ m or less def9ite              
impressions--y are affect+ y\r          

opportunities to succe$1 & are =m+ good 
or bad habits--all !  "t4 ,control !    
effects ( y\r words1 tones1 & acts by   
say+ &  do+1 consci\sly & intellig5tly1 
only :at w aid 9 sell+  true ideas ( y\r
 be/ capabilities44    ,sid5ote3        
,practical ,psy*ology    ,( c\rse y     
already "k t ea* ^w & tone & act ( y\r  
life  makes "s impression on ! p :o he> 
or see y4 ,b probably  y h n realiz$    
fully t p>ticul> ways ( say+ & do+  ?+s 
h di/9ct & diff]5t effects1 ea* gov]n$  
by an exact  law ( psy*ology4 ,y p]haps 
d n "k n[ j :at impression is  made by a
 c]ta9 ^w1 or tone1 or act4 ,to be a    
ma/] salesman (  y\rself y ne$ to /udy !
 sci5ce ( m9d suffici5tly to acquire    
work+ k ( common m5tal actions &        
reactions4 ,famili>ity  ) at lea/ !     
g5]al pr9ciples ( psy*ology is ( ! utmo/
  importance 9 us+ ! sell+ process      
effectively4    ,d n %y f /udy ( !      
sci5ce ( m9d because x is an ology  &   
!re=e may seem h>d4 ,y are a psy*ologi/ 
already4 ,y "k  t c]ta9 ?+s y d & say   

make agreeable or unfavorable           
impressions on o!r p4 ,9 a g5]al way y  
"k :y4 ,x is  necess>y only t y analyze 
specifically :at y realize n[  r        
indef9itely4 ,if y d n c>e to /udy a    
book on psy*ology1  j use y\r own m9d z 
y\r psy*ological laboratory = cont9ual  
self-analysis4    ,answ] = y\rself su*  
que/ions z1 ,exactly :at effect w ?is   
p>ticul> ^w1 or tone1 or act h--& j :y8 
,y c "w out  pretty well ! practical k (
 psy*ology y mu/ h 9  ord] to sell ideas
 ab\t y\r capabilities mo/ effectively4 
,y simply  ne$ to apply purposeful      
intellig5ce 9 ev]y?+ y d & say2  in/ead 
( mak+ impressions )\t compreh5d+ t by  
ea* ^w  & tone & act ( daily liv+ y are 
influ5c+1 favorably or  adv]sely1 y\r   
*ances to succe$4    ,sid5ote3 ,?ree    
,factors ( ,sell+ ,process    ,?9k (    
y\rself z "o ( ! ?ree factors ( ! sell+ 
process4  ,! goods ( sale are y\r be/   
capabilities1 ( c\rse4 ,! second  factor
 is ! prospective buy]1 ! man :o has ne$
 ( su*  qualities or s]vices z y c\ld   

supply4 ,! ag5t ( sale1 or ?ird  factor1
 is y\rself4 ,if y w keep 9 m9d always !
 conception (  y\rself z ! unit+ l9k    
betwe5 y\r goods ( sale & !  prospective
 buy]1 y c be a salesman ( y\rself e    
m9ute4 ,at  any mom5t except :5 y are   
alone y may enc\nt] & influ5ce a        
possible buy] ( y\r be/ capabilities4 ,y
 are cont9ually )9  sight & he>+ ( p ^: 
impressions ( y might affect y\r  *ances
 to succe$ 9 life4 ,!re=e always be al]t
 to grasp e  sales opportunity )9 y\r   
rea*4    ,sid5ote3 ,twelve ,/eps    ,x w
 be ess5tial1 also1 t y h k ( !         
successive  /eps ( ! sell+ process1 z   
well z k ( y\r goods (  sale & k (      
practical m9d sci5ce4 ,o!rwise y might  
omit  inadv]t5tly to use "s r\nd ( !    
ladd] to c]ta9 success1 &  tumble to    
failure4 ,^! /eps are s important to    
und]/& t !  la/ n9e *apt]s ( ! companion
 book are devot$ to !m  exclusively4 ,x 
w suffice "h j to /ate :at !y are4      
#a4 ,prep>ation ,= ,sell+2   #b4        
,prospect+2   #c4 ,! ,plan ,( ,approa*2 

#d4 ,secur+ ,an ,audi5ce2   #e4 ,siz+   
,up ,! ,buy]2   #f4 ,ga9+ ,att5tion2    
#g4 ,awak5+ ,int]e/2   #h4 ,! ,creation 
,( ,desire2   #i4 ,h&l+ ,objections2    
#aj4 ,! ,process ,( ,decision2  #aa4    
,obta9+ ,signature or ,ass5t2  #ab4 ,!  
,get-,away ,t ,leads ,to ,future ,ord]s4
    ,sid5ote3 ,five ,degrees ( ,ef=t    
,ano!r elem5t ( necess>y k ab\t ! sell+ 
process is !  classification ( sales    
accord+ to ! five degrees ( ef=t requir$
  to close !m4    #a4 ,a sale complet$  
by response to ! m]e dem& ( ! buy]4     
,example--,:ile a /reet c> /rike is on y
 are driv+1 an  automobile d[n t[n4 ,a  
man 9 a hurry to cat* a tra9 /ops y &   
says1 ,i'll give y two doll>s to take me
 to ! /ation4 ,y  transport him 9       
response to 8 call = y\r s]vices4       
,sid5ote3 ,di/+ui% ,degrees ( ,ef=t     
#b4 ,a sale complet$ by ! buy]'s        
acceptance on pres5tation only4         
,example--,a man is walk+ along a c\ntry
 road 9 ! summ] "t4 ,he  sees a sign 9 !
 door-y>d ( a f>mh\se2 ,,b]ry ,,pick]s  

,,want$4 ,he  pres5ts himself z a       
c&idate & ! f>m] at once engages 8      
s]vices4    #c4 ,a sale complet$        
imm$iately aft] a desire ( ! buy] has   
be5  creat$ by a def9ite1 int5tional    
ef=t ( ! salesman4    ,example--,a man  
out ( "w wants a job t w employ 8       
physical  /r5g?4 ,he enc\nt]s ?ree m5 :o
 are /ruggl+ to load a v  heavy box onto
 a truck4 ,he takes (f 8 coat & proves 8
 /r5g? by  ! ease ) :i* ! box is lift$  
:5 he helps4 ,he inquires :i*  ( ! ?ree 
m5 is ! truck boss2 & asks = a job4 ,he 
is hir$  because he has made ! boss want
 ! aid ( 8 /r5g? 9 h&l+  heavy loads4   
#d4 ,a sale complet$ only aft] p]suasion
 ( ! buy]4    ,example--,assume t !     
truck boss 9 ! next prec$+ illu/ration  
refuses at fir/ to hire ! applicant :o  
has demon/rat$ 8  /r5g?4 ,x is necess>y 
!n = ! man out ( a job to talk 8        
prospective boss into ! idea t he ne$s a
 f\r? man 9 8 gang4    #e4 ,a sale      
complet$ only aft] a decision by ! buy] 
z to !  comp>ative b5efits ( pur*as+ or 

( n buy+4    ,example--,y & ano!r       
c&idate apply = ! same position 9 an    
(fice4 ,y appe> to be ab\t equal 9      
capability4 ,! employ] weighs  y 9 !    
balance aga9/ ! o!r applicant4 ,?is is a
 sale  requir+ ! fif? degree ( ef=t4    
,manife/ly y w ne$ to use a  v high     
quality ( skill to get into ! m9d ( !   
prospective buy]  ( s]vices ! idea t y  
are likely to be ( m value z an         
employee ?an y\r competitor = ! place4  
,!n y mu/ skillfully  prompt him to     
accept y\r application4    ,sid5ote3    
,difficult ,sales ,mo/ ,wor? ,mak+      
,:5 y appreciate exactly h[ sales diff] 
9 ! degrees ( ef=t  necess>y to close   
!m1 y w realize ! wisdom ( prep>+ to    
sell y\r p>ticul> qualities & s]vices ) 
full compreh5sion (  all ! difficulties 
commonly met by c&idates = desirable    
positions4    ,c\ntless m5 h di$        
failures because !y us$ ?r\gh\t _!      
lives only ! fir/ or second degrees (   
ef=t4 ,consequ5tly all _!  attempts to  
get good jobs 7 futile4 ,! non-success (

 millions (  o!r wor?y m5 has be5 due to
 _! use ( no m ?an ! ?ird or  f\r?      
degrees ( sell+ ef=t4    ,sid5ote3      
,sales ( ,! ,fif? ,degree ( ,difficulty 
,sales ( ! fif? degree ( difficulty     
sometimes dem& k &  skillful use ( !    
entire sell+ process4 ,!y are ! sales   
mo/  wor? mak+4 ,! applicant = a new    
position or = a promotion is  c]ta9 to  
succe$ 9 8 purpose if he kn[s h[ to     
complete a sale  ( ! true idea ( 8 be/  
capabilities4 ,9 ord] to d ?is he mu/   
control ! weigh+ process ( ! buy]2 & be 
skillful 9  prompt+ acceptance ( 8 goods
 ( sale4    ,:5 y ma/] & r$uce to e-day 
practice ! fundam5tal  pr9ciples y c    
le>n f ?is set ( books1 y w be assur$ ( 
mak+ a successful av]age 9 h&l+ sales ( 
! fif? degree (  ef=t4    ,!y are sales 
( ! k9d ! pr(essional salesman makes )  
complete confid5ce e day4 ,8 me?ods1    
appli$ to ! m>ket+  ( y\r goods ( sale1 
w "w su* wond]s = y t y soon  %\ld build
 up self-confid5ce equal to !           
matt]-(-fact assurance (  ! ma/]        

salesman ( clo?+1 insurance1 & o!r      
mat]ials (  sale4 ,he kn[s :5 he beg9s a
 season or />ts on a trip t he  w make a
 good batt+ av]age4    ,sid5ote3 ,desir$
 ,results ,9 ,sell+    ,compreh5d1      
fur!r1 exactly :at results are desir$ by
 ! skill$  salesman ^: "w is bas$ on    
sci5tific pr9ciples4    ,! imm$iate     
results desir$ are3    ,fir/1 confid5ce2
    ,second1 acceptance ( ! ideas br\ght
 by ! salesman4    ,"o :o is unfamili> )
 ! sci5tific pr9ciples und]ly+ !        
skillful practice ( ! "r sell+ process  
is unlikely to realize  t ! fir/ sales  
ef=t %\ld be conc5trat$ on w9n+ !       
prospective buy]'s confid5ce 9 !        
salesman & 9 ! goods (  sale4 ,failures 
9 sell+ are (t5 due to ! fault ( !      
salesman  :o works prim>ily = b ! second
 ( ! imm$iate results to be  desir$2 !  
acceptance ( 8 proposition--! acceptance
 ( 8  p]sonal capabilities & s]vices1 = 
in/ance4 ,he neglects1 z a  prelim9>y to
 secur+ acceptance1 to ga9 ! confid5ce (
 !  o!r man4 ,:5 y und]take to sell y\r 

p>ticul> good qualities &  y\r s]vices  
to a prospective employ]1 d n make !    
mi/ake 9  salesman%ip ( omitt+ ! process
 ( fir/ w9n+ 8 belief 9  y4    ,sid5ote3
 ,repeat ,sales    ,besides ! two       
imm$iate results desir$ by ! skillful   
salesman1  !re is a p]man5t result to be
 work$ =--an endur+ consequ5ce  desir$ f
 ! pres5t ga9s made4 ,t p]man5t result  
want$ is  ! op5+ ( o!r opportunities =  
future sales4    ,complete success 9    
life is n assur$ :5 ! orig9al sale (    
"o's be/ capabilities is clos$          
successfully4 ,ga9+ ! initial  desir$   
*ance does n make x c]ta9 t "o w succe$ 
9 8  entire c>e]4 ,! fir/ sale is faulty
 if x does n include a lead  to future  
opportunities to deliv] ! goods4    ,!  
"r sell+ process is cont9u\s4 ,:]e "o   
sale ends1 ano!r  %\ld be already />t$4 
,a great _m failures ( capable m5 c be  
ascrib$ to %ort-sight$ conc5tration on  
imm$iate *ances4 ,"o :o  w\ld make c]ta9
 ( ! success ( 8 :ole life mu/ ev] look 
ahead  to ! next possible opportunity = 

! sale ( ! true idea ( 8  be/           
capabilities1 mean:ile mak+ ! mo/ ( 8   
pres5t *ance4    ,sid5ote3 ,s]vice      
,purpose ,9 ,sell+    ,9 ord] to get !  
"r viewpo9t = fur!r /udy ( ! sell+      
process1 y1 ! salesman ( y\rself1 ne$ to
 compreh5d cle>ly !  fundam5tal purpose 
( all true salesman%ip4 ,x %\ld be !    
s]vice ( ! buy] 9 satisfy+ 8 real ne$s4 
,few salesm5 "k :at sales s]vice is1 &  
h[ x %\ld be  r5d]$4 ,s]vice is ! v s\l 
( ! c]ta9 success sell+  process4       
,s]vice mu/ be /udi$ z a purpose until !
 pr9ciples  und]ly+ ! fulle/            
satisfaction ( ! buy]'s real ne$s are   
ma/]$1 & all false misconceptions (     
s]vice are cle>$ away f  ! salesman's   
idea ( 8 obligation to ! pur*as] ( 8    
goods (  sale4    ,sid5ote3 ,sales ,k   
,univ]sally ,ne$$    ,?is brief summ>y (
 ! pr9cipal ess5tials ( sales k has  be5
 outl9$ 9 ord] to impress on y !        
practically univ]sal ne$  = a bett]     
und]/&+ ( ! sell+ process4 ,c]ta9ly y   
are  conv9c$ n[ t x w pay y to "k ,,h[  

to sell4 ,!n let u  look next at y\rself
 9 a diff]5t light--z a subject ( /udy 9
  sales-man-%ip4          ,,*apt] ,,ii  
,! ,man-,/uff ,y ,h ,= ,sale            
,sid5ote3 ,! ,man ,sales-,man ,%ip      
,y\r k ( sales pr9ciples & me?ods1 & y\r
 skill 9  sell+ ideas mu/ be comb9$ ) "r
 sales-manhood if y\r  complete success 
9 sales-man-%ip is to be made c]ta94    
,p>ticul>  man qualities are necess>y to
 make y a ma/] salesman 9 y\r  *os5     
field4 ,a good man obta9e? favor4 ,s we 
w /udy n[ !  elem5ts ( "* requir$ = !   
mo/ effective sales-man-%ip1  & h[ to   
develop !m4    ,we %all n consid] ,man 9
 ! ab/ract1 nor exceptional ideals (    
manhood4 ,our ?\ght ( ! sales man w be  
conc5trat$ on  qualities y h or c       
develop1 t are necess>y to make y  mo/  
effici5t 9 sell+ ideas ab\t y\rself4    
,"s radical *anges 9 y\r pres5t "* may  
be requir$4 ,b  y w ne$ pr9cipally to   
gr[ 9 ord] to atta9 ! full /ature  (    
sales manhood t is necess>y to ga9      
complete success4 ,if y\r  manl9ess is  

dw>f$ n[1 y _c succe$ l>gely 9 sell+    
true  ideas ( y\r be/ & bigge/          
capabilities1 until y rid y\rself (  !  
"* faults t are /unt+ y\r gr[? z a sales
 man4    ,sid5ote3 ,! ,little ,man      
,out-(-,date    ,realize at ! outset t !
 "t has pass$ =ev] :5 ! little  man1 ) !
 n>r[ly selfi% outlook = ,numb] ,"o1    
might succe$4  ,! dem& ( ! future w be1 
h[ev]1 n s mu* = ,,big m5 z  = big ,,m54
 ,! _w no long] looks up to ,kais]s &   
,cz>s4 ,success  has ceas$ to be m]ely a
 t[]+ figure4 ,h]eaft] ! "o sure way to 
succe$ w lead ?r\gh ! door ( bro!rly    
und]/&+ ( !  o!r fell[1 into ! common   
he>t ( mank9d4 ,only salesman%ip  c op5 
t door ) c]ta9ty4    ,we are ent]+ a new
 bus9ess era1 :]e ! old individuali/ic  
me?ods ( atta9+ s-call$ success w be    
worse ?an useless4  ,_m ( !m ev5 n[ are 
=bidd5 by law4 ,all ! practices ( !     
pr(ite] & 8 ilk are disc\nt5anc$ by     
f>-see+ p4 ,m5 (  vision p]ceive t !    
size ( ,to-morr['s ,success w be measur$
 9  direct proportion to its quality (  

human s]vice4    ,,s]vice is ! motto ( !
 highe/ salesman%ip4 ,!re=e1 9  %ap+ y\r
 plans to succe$1 />t ) ! resolve to    
make y\rself a  truly big sales ,,man4  
,d n copy ! little1 selfi% models (     
,ye/]day4 ,/udy ! signs ( ! times4 ,to  
be out-(-date is equival5t  to be+ a    
failure4    ,sid5ote3 ,p9t & ,bu%el ,m5 
,y w ne$ to be big 9 ability1 9         
imag9ation1 9 en]gy1 9 y\r  ideals--b   
mo/ ( all y mu/ be big 9 ,,manhood4 ,if 
y are little  & selfi% 9 y\r life       
purpose1 y _c be c]ta9 ( success 9      
sell+ to a truly ,,big man ! idea t y   
are fully qualifi$ = 8  s]vice4 ,be=e   
mak+ any attempt to sell y\rself into a 
desirable  position1 take pa9s to       
develop z mu* man quality z *>act]izes  
y\r prospective employ]4 ,y _c compreh5d
 him if y fall %ort  ( 8 /&>d ( manhood4
 ,to-day ! bigge/ buy]s ( bra9s &  brawn
 recognize _! obligations ( human       
bro!rhood4 ,if y are  little &          
self-c5t]$1 h[ c y rea* into ! m9d &    
he>t &  s\l ( ano!r man :o is g5u9ely   

,,big8 ,h[ c y impel him to ?9k  z y    
wi%8    ,! little man ev5 d\bts !       
exi/5ce ( big manhood4 ,he _c  compreh5d
 su* size4 ,a p9t measure1 h[ev] mu* x  
is /ret*$1 is  utt]ly unable to conta9 a
 bu%el4 ,b ! l>g] measure easily holds  
ei!r a p9t or a bu%el4 ,simil>ly if y   
are big 9 manhood1 y  c compreh5d alike 
! little man & ! big man4 ,y w be able  
to  deal successfully ) bo?4            
,sid5ote3 ,! ,clo?+ ,( ,manhood    ,x is
 n suffici5t1 h[ev]1 t y gr[ to ! full  
/ature ( y\r  bigge/ man possibilities4 
,x is necess>y also t y be clo!d 9  !   
*>act]i/ics ( manhood 9 ord] to be      
recogniz$ z a man4  ,:5 y 7 only an     
infant1 y 7 safety-p9n$ into a squ>e (  
clo? once d\bl$ triangul>ly4 ,y graduat$
 to romp]s at a ye> &  a half or two4   
,!n y put on knee-pants1 & aft]w>d y\?'s
 long  tr\s]s4 ,n[ y we> ! clo!s ( a    
full-gr[n man4 ,y w\ld n  ?9k ( dress+ 9
 knick]bock]s1 or romp]s1 or--some?+    
y\ng]1  to pres5t y\r qualities &       
s]vices = sale4 ,yet y\r out] g>b is    

mu* less important to ! success ( y\r   
salesman%ip ?an is y\r  clo?+ ( manhood4
    ,sid5ote3 ,:at is ,y\r ,man ,p[]8   
,if y hope to assure y\rself (          
man's-size success 9 life1 plan t  :]ev]
 y are y w make ! in/ant impression t y 
are  e in* a man1 n j an ov]gr[n baby or
 boy4 ,foll[ !  example ( ,paul1 t      
incomp>ably great salesman ( ! new ideas
 (  ,*ri/ianity4 ,he wrote 9 8 p[]ful   
fir/ sales lett] to !  ,cor9?ian field1 
,:5 ,i became a man1 ,i put away *ildi% 
?+s4  ,compel respect by y\r s\nd       
virility4 ,h a well-f\nd$  consci\sness 
t 9 manhood y are ! equal ( any o!r man1
 &  y c make ev]ybody y meet feel y are 
a man all ?r\gh4    ,:at is y\r size z a
 sales man n[8    ,ask y\rself ?is "q1 &
 answ] x frankly4 ,9 ord] to make sure  
( sell+ y\rself into ! opportunities y  
want1 y mu/ take y\r  own measure & fit 
y\r manhood to ! sell+ process y h begun
  to le>n4 ,beyond a d\bt y are n[ a    
sales man ( "s size4 ,y are  sell+ y\r  
physical or m5tal p[]s1 y\r s]vices (   

?is k9d or  t1 ) a degree ( effici5cy   
directly proportionate to y\r  man-p[]4 
,sid5ote3 ,!  m4p4 ,man    ,if y are    
only a  m4p4 salesman at pres5t1 y lack 
?ree-f\r?s (  ! man capacity ne$$ to    
h&le ) c]ta9 success all !              
opportunities ( full-size manhood4 ,y 7 
n limit$ by ,nature to   m4p4 size4 ,y 7
 born ) full man capacity4 ,y are l a   
gasol9e motor develop+ b a qu>t] ( ! p[]
 x 0 design$ to  produce--n because (   
any /ructural fault 9 ! eng9e1 b simply 
= ! reason t x does n function n[ z x 0 
int5d$ to  op]ate1 & z x c be made to "w
 9 ! future if x is  ov]haul$ & put 9   
p]fect condition4 ,! full p[] capacity  
orig9ally built into ! motor ne$s to be 
br\ght out4 ,likewise  y\r man-p[] plant
 requires to be made z effici5t z       
possible1 9  ord] to assure y ( full    
man-capability = a*iev+ success4        
,maybe y\r *ief fault is poor fuel1 &   
:at y mo/ ne$ is good  gas4 ,y h n be5  
fill+ up y\r m9d ) ! "r ideas4 ,or1     
p]haps1 y\r pi/on r+s leak2 & y lack !  

high compression (  det]m9$ p]si/5ce4   
,ano!r fault might be 9 y\r c>buretor--y
  are n a good mix]4 ,or y\r sp>k (     
en?usiasm may be weak4 ,x is  possible1 
too1 t y\r f9e po9ts are cak$ ov] by !  
c>bon (  accumulat$ bad habits4 ,maybe y
 h a crack$ cyl9d]--y\r heal?  is p>tly 
brok5 d[n4 ,! fault is 9 y\r tim]1      
p]haps4 ,y are n  on ! job :5 y %\ld be4
    ,sid5ote3 ,y\r ,manhood ,c ,be      
,re-built    ,no matt] :at ails y\r     
p>ticul> eng9e1 x c be repair$ or       
rebuilt into a full "o-manp[] motor (   
effici5cy4 ,if y limp &  p\nd along ) b 
a qu>t] ( y\r capability1 x is y\r own  
fault  = n ov]haul+ y\r p[] plant4      
,don't cont9ue z a  m4p4 man &  blame   
anybody else1 or curse y\r bad luck     
because y c't make spe$  & c>ry ! load  
necess>y to succe$4 ,/op try+ to g on   
crippl$  or clogg$ 9 manhood4 ,run      
y\rself into ! repair %op "r away &  get
 fix$4    ,y c make y\r manhood ov]4    
,!re is full-man capability 9 y4 ,y c   
get x all out & put x  to "w = y\r      

success4    ,y h ! ability to re-make   
y\r "* entirely1 )\t  *ang+ y\r         
individual nature4    ,y mu/ accompli%  
trans=mation into y\r be/ self be=e y c 
make ! mo/ ( y\r opportunities to sell  
y\r abilities & s]vices4  ,x w n suffice
 t y j are will+1 or desire1 to become  
a fir/-class salesman ( y\r p>ticul>    
goods ( sale4 ,m]ely  acquir+ in=mation 
or k ( ! sell+ process is n  en\gh to   
assure y\r success 9 life4 ,ev5 ! mo/   
skillful practice  ( all ! sales        
pr9ciples & me?ods y le>n w be          
insuffici5t  to gu>antee y\r success--if
 y d n develop y\r full man  capacity = 
sales-man-%ip4    ,sid5ote3 ,ess5tials (
 ! ,ma/] ,sales ,man    ,! result ( !   
necess>y *anges & gr[? 9 y\r manhood w  
be  an enl>g$ conception ( all m5--y\r  
great] capacity to und]/&  & to h&le any
 "o else successfully4    ,x is entirely
 possible = y to develop & cultivate e  
ess5tial  quality ( ! ma/] sales-man1 & 
/ill to be j y\rself4    ,sid5ote3 ,good
 ,appe>ance    ,! high grade pr(essional

 salesman makes ! be/ appe>ance (  :i*  
he is capable4 ,surely y c d t1 too4 ,y 
c tra9 y\rself  to grace & ease 9 y\r   
be>+4 ,h[ev] unsatisfactory y\r features
  may be1 y c]ta9ly are capable ( look+ 
pleasant1 & !re=e (  be+ attractive4 ,x 
is possible = y to h well-kept h&s &    
hair2 to we> suitable1 clean clo!s2 to  
be neat4    ,sid5ote3 ,physical         
,capacity    ,fir/-class salesman%ip    
requires1 too1 a high degree ( physical 
capacity = ! mo/ effective p]=mance ( ! 
sell+ process4 ,y  ne$ heal?1 virility1 
en]gy1 livel9ess1 & endurance1 9 ord] to
  sell effectively ! idea t y are       
physically able to fill ! job  y want   
mo/4 ,physical incapacity is a h&icap 9 
almo/ any vocation4  ,x c be rem$i$4 ,x 
mu/ be rem$i$ z fully z possible 9 y\r  
case4 ,y may n be v robu/ naturally1 b y
 c make ! mo/  ( ! con/itution y h1 )   
c]ta9 success z ! inc5tive  = y\r fulle/
 possible physical developm5t4 ,few ( u 
are z well z  we might be4    ,sid5ote3 
,m5tal ,equipm5t    ,:atev] y\r physical

 %ortcom+s1 !re c be no d\bt t y are    
capable ( develop+ all ! ess5tial m5tal 
equipm5t ( !  successful salesman4 ,y   
only ne$ to compreh5d a few elem5tal    
laws (  m9d sci5ce2 & !n to tra9 y\rself
 to ! utmo/ ( y\r  p>ticul> ability--9  
p]ceptive p[]1 al]tness1 accuracy1      
punctuality1 memory1 imag9ation1        
conc5tration1 adaptability to           
circum/ances1 /ability1 self-control1   
det]m9ation1 tact1 diplomacy1  & good   
judgm5t4    ,does ?is seem l a long li/ 
( difficult accompli%m5ts8 ,exam9e  !   
items1 & realize h[ easy x is to develop
 ^! m5tal qualities  ( ma/]ly           
salesman%ip4    ,p]ception is simply    
look+ at ?+s ) y\r m9d z well z )  y\r  
eyes4    ,al]tness is no m ?an m5tal %>p
 e>s4    ,accuracy results f tak+ pa9s  
to be "r4    ,punctuality is a habit (  
m9d t anyone c develop4    ,memory is   
acquir$ by practice 9 rememb]+ ?+s4     
,y use "s imag9ation e day--use all y\r 
imag9ative p[]4    ,likewise y          
occasionally conc5trate y\r ?\ghts4 ,m  

ex]cise 9  conc5tration w develop ?is   
m5tal *>act]i/ic4    ,y adapt y\rself to
 circum/ances :5 necess>y1 or :5 y      
*oose4  ,y c tra9 y\rself s t y w be    
prep>$ to meet any?+  t may happ54    ,y
 h a degree ( /ability ( "*1 o!rwise y  
nev] w\ld  accompli% any?+4 ,increase   
y\r /eadfa/ness by /ick+ to m  purposes4
    ,simil>ly det]m9ation1 self-control1
 tact1 diplomacy1 & good  judgm5t are   
m]ely ! natural results ( cont9ual      
practice to  develop ^! m5tal qualities4
    ,sid5ote3 ,emotional ,qualities     
,! pr9cipal emotional or he>t qualities 
requir$ 9 ma/]ly  sell+ are ambition1   
hopefulness1 optimism1 en?usiasm1       
*e]fulness1  self-confid5ce1 c\rage1    
p]si/5ce1 pati5ce1 e>ne/ness1 sympa?y1  
frankness1 expressiv5ess1 humor1        
loyalty1 & love ( o!rs4 ,?9k (  ^! "o by
 "o1 & realize h[ _m ( !m y already     
possess to a  consid]able degree4    ,y 
may n be optimi/ic2 p]haps y lack       
self-confid5ce1 or maybe  y are want+ 9 
c\rage4 ,b ) ! possible exception ( ^!  

?ree he>t qualities ( ! ma/] salesman1 y
 are n defici5t  n[ 9 ! emotional       
ess5tials ( successful salesman%ip4 ,y  
ne$  only a high] degree ( ea*4         
,develop all y\r capability 9 ! o!r     
qualities1 & y w f9d  y h become an     
optimi/4 ,y\r self-confid5ce1 too1 w gr[
 z  fa/ z y increase y\r ability4 ,:5 y 
are full ( optimism &  self-confid5ce1 y
 w n f9d x difficult to create c\rage )9
  y\rself4 ,!n y w h ! complete         
emotional equipm5t ( a  ma/] salesman4  
,! exact way to develop c\rage ) c]ta9ty
 is  expla9$ 9 ! second *apt] ( ,!      
,sell+ ,process1 ) especial  ref]5ce to 
! pr(essional salesman1 :o mu/ meet 8   
prospects  c\rage\sly 9 all circum/ances
 if he w\ld succe$4    ,sid5ote3 ,e?ical
 ,ess5tials    ,nor is x h>d = y to     
qualify y\rself e?ically = ma/]y (  !   
sell+ process4 ,surely y\r int5tions are
 "r4 ,y mean to be  hone/ & tru?ful4 ,y 
c be ( good moral "*4 ,y expect to  be  
reliable4 ,x %\ld be easy = y to love   
y\r *os5 "w4    ,sid5ote3 ,spiritual    

,capacity    ,!re rema9s1 f9ally1 !     
ess5tial ( spiritual capacity =  sell+4 
,x comprises idealism1 vision1 fai?1    
desire to s]ve1 ability  to und]/& o!r  
m54 ,p]haps y are defici5t 9 "s ( ^!    
spiritual qualities n[4 ,b ) idealism   
all ab\t y 9 ! _s  ( ! _w _c y1 too1    
lift y\r eyes to high] purposes ?an !   
satisfaction ( m]ely selfi% desires8    
,are y n able to look  broadly1 in/ead (
 n>r[ly at life8 ,y "k y mu/ h fai?--t  
y _c make sure ( success if y d\bt4 ,y\r
 mission z a true  salesman ( y\rself   
%\ld be to s]ve y\r prospects by        
satisfy+  _! real ne$s = ! abilities y  
h4 ,love ( o!rs results f  s]v+ !m ) :at
 y c supply t !y lack4    ,9 no respect1
 !n1 f p]sonal good appe>ance to        
spiritual  capacity1 ne$ y be o!r ?an   
y\r be/ possible self to qualify  =     
c]ta9 success ) ! sell+ process4        
,sid5ote3 ,*ange & ,gr[? ,necess>y      
,ref]5ce has be5 made repeat$ly 9 ^!    
pages to ! necessity =  *ange & gr[? 9  
y\r man "* be=e y c become a  ma/]      

salesman ( y\r full capability =        
success4 ,( c\rse y  _c *ange y\r nature
 into a diff]5t nature2 any m ?an "o  =m
 ( life c be trans=m$ into an entirely  
di/9ct =m ( life4  ,x is impossible to  
develop a c>rot into a calla1 or to make
 a dog ( a  pig4 ,b ! elem5ts ( any     
p>ticul> =m ( life may be alt]$1  mo/   
radically4    ,sid5ote3 ,develop ,use1  
,activity & ,quality ,( ,elem5ts    ,s y
 c develop3 7#a7 ! use2 7#b7 ! degree ( 
activity2 7#c7 !  quality1 ( any elem5t 
9 y\r pres5t salesman equipm5t4    ,=   
example1 x is g5]ally recogniz$ t       
suitable clo!s help to  create a good   
impression4 ,!re=e y %\ld use to !      
highe/  degree ( activity & ( quality   
:at y "k ab\t ! effect (  dress 9 help+ 
to create a good impression4 ,b1 to     
p>ticul>ize1 d  y 7use y\r k7 poli% y\r 
%oes1 ev5 if x is no m ?an  flick+ (f ! 
du/ ) y\r h&k]*ief1 e *ance 7highe/     
degree ( activity7 y get :5 !y ne$ x8 ,&
 :5 y poli% y\r  %oes 9 ! morn+         
prep>atory to />t+ y\r day's "w1 d y  j 

give !m a lick & a promise1 or d y make 
'em %9e8  7,highe/ degree ( quality47   
,sid5ote3 ,animal ,tra9+    ,! /upid pig
 c be taught to d z ph5om5al tricks z ! 
intellig5t dog4 ,x is possible to tra9 a
 pig s t he w appe>  to be able to      
discrim9ate among colors1 to tell "t1   
ev5 to p]=m  simple op]ations 9         
ari?metic4 ,at ! circus or vaudeville we
 sit 9  wond] :ile ! educat$ /upid pig1 
al]tly afraid ( ! tra9]'s  :ip1 p]=ms   
/unts ( seem+ intellig5ce4 ,"u ! /imulus
 (  fe> he acts l a quick-?9k+ dog4 ,9  
tru? he has be5 *ang$  by tra9+1 f ! pig
 *>act]i/ic ( utt] /upidity to !  dog   
*>act]i/ic ( rudim5t>y intellig5ce4 ,b 9
 nature &  =m he rema9s j a pig4 ,if y  
%\ld see him among o!r pigs 9 a  p51 y  
nev] w\ld mi/ake ! educat$ pig = a fat  
puppy4    ,9 ! tra9$ pig ! use ( 8 pig  
m9d is develop$ to an unusual  degree ( 
activity & ( quality to save himself f  
puni%m5t  & to ga9 ! tidbits t rew>d 8  
p]=mance ( tricks4 ,!  purpose ( ! tra9]
 is accompli%$ by *ang+ & develop+ !    

m9d function+ ( ! pig4 ,no tra9] w\ld   
attempt to *ange !  nature ( a pig--to  
develop a pig into an elephant1 a       
diff]5t  creature4 ,only *>act]i/ics c  
be *ang$ or develop$4    ,sid5ote3      
,plant ,developm5t    ,lu!r ,burbank has
 accompli%$ ) plants ev5 m extraord9>y  
*anges & developm5ts 9 *>act]i/ics ?an h
 be5 a*iev$ by  ! mo/ exp]t tra9]s (    
animals4 ,he c\ld n make a c>rot into a 
calla2 b he did take ! dw>f natural     
calla plant & develop x into  a spl5did 
lily t be>s fl[]s measur+ a foot across 
! petal4 ,he  also multipli$ !          
*>act]i/ic colors ( ! natural calla &   
has  evolv$ great blossoms ( a score (  
%ades1 f pure :ite to jet  black4    ,! 
not$ plant wiz>d develop$1 too1 !       
naturally small1 h>d1 dry1  s\r prune & 
trans=m$ x into a juicy1 sweet fruit t  
is bigg]  & m delici\s ?an our common   
plum4    ,he also succe$$ 9 alt]+       
radically an elem5t ( ! natural  walnut1
 :i* _h a *>act]i/ic cov]+ sk9 ( bitt]  
tann9 ov]  ! meat inside ! nut %ell4 ,= 

c\ntless c5turies walnut trees _h  be5 9
 ! habit ( cov]+ ! meat ( _! nuts ) ?is 
tann9  sk94 ,lu!r ,burbank tra9$ select$
 walnut trees to give up ?is fix$  bad  
habit1 & to produce nuts ! meats ( :i* 7
 n envelop$ 9  bitt] cov]+s4            
,sid5ote3 ,man ,mak+    ,s9ce exp]t     
tra9]s h be5 able to accompli% su*      
m>vel\s  *anges & developm5ts 9 !       
*>act]i/ics ( l[] animals &  plants--n  
*anges 9 ! =m ( life1 b alt]ations s    
ne>ly  miracul\s t !y seem almo/ to be  
*anges 9 nature--is !re !  lea/ d\bt t  
y1 a man1 excell+ e o!r animal1 & e     
plant 9 consci\sness & intellig5ce1 are 
capable ( ! mo/  radical1 elem5tal      
*anges 9 y\r pres5t self8    ,_c y1 !n1 
c]ta9ly develop & use to a mu* high]    
degree  ( activity & quality ! ,,man    
*>act]i/ics y n[ possess8 ,(  c\rse y c6
 ,y ne$ b to le>n ! sci5ce ( y\rself--to
 get  full k ( :at y are & ( :at y might
 be--by /udy+ !  big1 be/ qualities 9 y4
 ,aft] t y w ne$ to make !  mo/ ( :at y 
le>n ab\t y\r true self4 ,int5sive      

self-/udy w  reveal to y all !          
possibilities ( y\r enl>g$ & bett]$     
p]sonality4 ,:5 y "k y h develop$ y\r   
bigge/1 be/  manhood1 y c]ta9ly w feel  
increas$ p[] to sell y\r goods4    ,(   
all liv+ creatures1 ,man is ! mo/       
adaptable1 is capable ( !  greate/      
developm5t1 & responsive 9 ! highe/     
degree to desires  f )9 & to influ5ces f
 outside himself4 ,only a /upidly       
ignorant man w\ld hold to ! belief t !  
elem5ts ( 8 "*  _c be radically *ang$ & 
develop$4 ,at pres5t y may be  h&icapp$ 
) :at y h consid]$ natural              
disqualifications  = success4 ,!n /udy  
y\rself ?or\ghly1 "o detail at a "t4    
,foll[ ?is self-analysis by intellig5t  
practice 9 ! active use (  y\r be/      
qualities1 & det]m9e to *ange y\r       
disqualifications  into salable         
*>act]i/ics t w help y to succe$4       
,sid5ote3 ,no ,normal ,man ,lacks       
,qualifications ,= ,success    ,c]ta9ly 
a sl\* c /raight5 up1 wa% 8 dirty h&s & 
face1  dress neatly1 & sugge/ prop]     

reg>d = 8 appe>ance4 ,! physical  weakl+
 is able to build consid]able /r5g? into
 himself4 ,dull>ds1  unless _! bra9s are
 /unt$1 may develop surpris+            
intellectual  ke5ness4 ,c>eless m5 c    
tra9 !mselves to pa9/ak+ accuracy4      
,individuals :o are habitually late may 
become models ( punctuality4  ,! man (  
flighty ?\ghts c conc5trate4 ,x is      
possible to control a  quick1 bad temp]4
 ,tact1 diplomacy1 & good judgm5t c be  
le>n$ &  us$ effici5tly by ! c\ntless   
?\s&s ( p :o n[ are  tactless1          
undiplomatic1 & *>act]iz$ by poor       
judgm5t4    ,s x is ) ! pr9cipal        
emotional1 e?ical1 & spiritual qualities
  ( ! ma/] salesman4 ,y h !m all1       
elem5tally4 ,c]ta9ly  y c develop any   
select$ elem5t to high] activity & use x
 to  help y sell true ideas ( y\r be/   
capabilities4    ,maybe y h f\ght long &
 va9ly = self-confid5ce1 = c\rage1  = w 
p[]4 ,p]haps y h realiz$ = ye>s t y are 
sl[ 9  p]ception1 & h /ruggl$ to make   
y\rself take m5tal snap-%ots  ( details 

& conditions4 ,y h wi%$ & will$ & work$ 
to be  agreeable & c\rte\s2 yet p]haps y
 lose fri5ds by y\r  *>act]i/ic         
disagreeabl5ess & lack ( c\rtesy4 ,if1 9
 spite (  all y s f> h done to improve  
y\rself1 y h be5 unable to  get rid (   
y\r faults & defects1 y are apt to "q ! 
/atem5t t y c]ta9ly c develop su*       
qualities z y mo/  desire4    ,sid5ote3 
,decision ,w ,p[] ,h>d ,"w ,insuffici5t 
,no d\bt y h decid$1 probably y h will$1
 v likely y  h made a p]si/5t /ruggle to
 *ange y\r *>act]i/ics4 ,y  hone/ly h   
tri$ h>d to gr[1 & to increase y\r man  
capacity4  ,consequ5tly y\r failure may 
h left y r hopeless ab\t ev]  succe$+ z 
y once expect$ to succe$4 ,p]haps y h   
giv5 up  y\r case z too t\gh a job4 ,we 
w assume t y are n s "y  z y wi% y 71 & 
t y h committ$ to memory !  fatali/ic1  
ho>y lie1 ,y c't tea* an old dog new    
tricks4 ,b  recall ! fix$ habit (       
bitt]ness ! walnut _h = c5turies1 !     
color & size ( ! natural calla1 ! s\r   
ta/e ( ! little wild  prune1 :i* ! plant

 wiz>d *ang$ mo/ radically )\t us+ any  
wiz>dry at all4 ,he j appli$ sci5tific k
 9 8  tra9+ ( walnut trees & callas &   
prunes & o!r =ms (  vegetable life4 ,h y
 tri$ 8 me?od ( developm5t8 ,d y "k     
exactly :at he did8    ,if ,lu!r        
,burbank _h m]ely desir$ & will$ t !    
walnut  %\ld give up its old bad habit1 
he nev] c\ld h accompli%$ !  job (      
developm5t4 ,he might h insi/$ p]si/5tly
 = a  life-"t t ! little1 s\r1 dry prune
 %\ld become m lusci\s  & l>g] ?an !    
plum2 b x w\ld h rema9$ ! same 9 size  &
 o!r *>act]i/ics z x always _h be51     
despite 8 cont9u$  det]m9ation4 ,desire1
 w1 & p]si/5ce 7 b prelim9>y /eps  t[>d 
! complete accompli%m5t ( 8 purpose ) ! 
prune4    ,sid5ote3 ,lu!r ,burbank's    
,me?od    ,burbank work$ out 9 8 m9d &  
by actual exp]im5ts di/9ctive  me?ods ( 
developm5t--developm5t & *anges along   
p>ticul>1  def9ite l9es4 ,he select$ = !
 prune he want$ to produce1 7an  imag9$1
 ideal prune7 c]ta9 desirable qualities 
( ! plum--! be/  plum *>act]i/ics4 ,he  

/udi$ :at produc$ ^! p>ticul>  qualities
 9 plums4 ,!n ) 8 exact1 sci5tific k ( !
  simil>ity 9 nature ( ! plum & ! prune1
 & 8 equally  def9ite k ( ! diff]5ces 9 
_! *>act]i/ics1  supplem5t$ by 8 k (    
exactly :at produc$ ! diff]5ce  9 ! two 
fruits1 he />t$ 8 exp]im5ts ) natural   
prune trees4    ,he l$ specim5s ?r\gh a 
pre-det]m9$ sci5tific process (  tra9+4 
,he succe$$ 9 gett+ 8 exp]im5tal prune  
trees to  develop discrim9atively1 almo/
 z if !y _h ! p[] ( *oice1  p>ticul>    
plum qualities 9 pref]5ce to o!rs4 ,b ! 
result 0  n a trans=mation ( ! prune    
trees into plum trees4 ,! fruit (  !    
tree he evolv$ 0 j a p]fect$ prune4 ,he 
simply develop$  all ! capability !     
prune _h orig9ally to be l a plum 9     
delici\sness4    ,sid5ote3 ,natural     
,gr[? ,)\t ,/ruggle    ,note j "h "o v  
important feature ( ! ,burbank me?od (  
plant  developm5t & *ange4 ,x did n     
involve any /ruggle or h>d "w  on ! "p (
 8 trees4 ,he m]ely provid$ natural1 b  
sci5tifically select$ conditions & food2

 kn[+ t 8 prunes  !n w\ld gr[ naturally 
9 ! p>ticul> ways he want$ !m to        
develop1 & 9 no o!r ways at v>iance ) 8 
plan4    ,p]haps ! prim>y fault 9 y\r   
ineffective ef=t to develop y\rself     
into ! man y want to be1 is t x has be5 
a /ruggle4 ,natural  gr[? always is     
easy4 ,gr[? involves a /ruggle only :5  
"o or  m ( ! means ( natural gr[? are   
lack+4 ,lu!r ,burbank wi%$  8 prune     
trees to develop c]ta9 select$ qualities
 ( ! plum4  ,!re=e he provid$ 8 wild    
prunes ) ! same means he _h us$         
effectively ) plums to increase _!      
lusci\sness4 ,he knew ^!  means %\ld h a
 simil> effect on prunes4 ,:5 he _h     
provid$  ! natural means ( discrim9ative
 developm5t1 he left ! re/ to !  natural
 gr[? ( 8 prune trees4 ,!y began to     
develop ! select$  plum qualities       
easily1 & g5]ation aft] g5]ation became 
m &  m l plums4    ,sid5ote3 ,two ,bases
 ,( ,gr[? ,m9d & ,body    ,n[ let u     
consid] briefly3 fir/1 ! bases (        
natural1 easy gr[?  ( select$ man       

qualities2 second1 ! processes t take   
place 9  ! developm5t ( desir$ man      
qualities1 "s ( :i* may n h  seem$ to   
exi/ previ\s to ! evolution>y tra9+2    
?ird1 !  tra9+ me?ods t %\ld be employ$ 
to make ^! processes mo/  effective & to
 produce ! p>ticul> results want$ & no  
o!rs4    ,!re are two bases ( developm5t
 9 e "o--! inn] & !  out] man4 ,! real  
himself is ! inn] man1 :i* psy*ologi/s  
call  ! ,ego4 ,b !re is some?+ else 9 ! 
make-up ( e man1 8  body4 ,ea* ( u      
recognizes 8 body--n z himself1 n z 8   
ego--b z belong+ to ! real1 or inn]     
himself4 ,a man ?9ks &  says1 my body j 
z he consid]s & ref]s to any?+ else t   
is 84    ,! discrim9ation betwe5 ! two  
p>ts ( ,y mu/ be und]/ood  at ! v />t ( 
y\r self-developm5t4 ,all y\r plans = ! 
gr[? ( ! *>act]i/ics y ne$ to assure y\r
 success %\ld be  bas$ on compreh5sion (
 y\r duality4 ,! two ,y's 9 y\rself  n  
only are di/9ctly diff]5t1 b !y are also
 v intimately  relat$ 9 all _!          
functions4 ,nei!r y\r ego nor y\r body  

is  indep5d5t ( ! o!r "p ( y\r duality4 
,s1 ( c\rse1 bo? mu/  co-op]ate fully 9 
e process ( y\r self-developm5t2 & y\r  
tra9+ me?ods %\ld be plann$ = ! bett]$  
gr[? ( y\r  inn] & out] man z a team4   
,sid5ote3 ,team-"w ,processes    ,y     
und]/& n[ t y\r gr[? %\ld be on a dual  
basis2 t y  h two diff]5t m5 to develop1
 n j "o2 & t !y mu/ be  h&l$            
discrim9atively1 b toge!r4    ,next x is
 necess>y t y "k 9 exactly :at ways !   
activities  ( ! m9d man1 or ego1 are    
relat$ to ! activities ( 8 body1 or  !  
physical man4 ,o!rwise y _c compreh5d ! 
team-"w  processes by :i* any desir$    
qualities ( manhood c be develop$  f _! 
rudim5ts4 ,p]haps ! reason y h n yet    
succe$$  fully is t y h be5 a "o-horse  
man & h n tra9$ y\r  dual self to be an 
effective m9d-&-body team pull+ toge!r4 
,x  takes bo? m9d & body to br+ to m>ket
 successfully all ! be/  capability ( a 
man4    ,sid5ote3 ,tra9+ ,me?ods        
,evid5tly1 z a pre-requisite to         
self-developm5t1 "o %\ld h  k ( !       

p>ticul> processes t result surely 9    
natural1  easy1 rapid gr[?4 ,o!rwise he 
w\ld be m ?an likely to employ a  wrong 
or only p>tly "r me?od ( tra9+4 ,s z a  
/ud5t (  y\rself y ne$ to />t )         
compreh5sion ( y\r two bases (          
developm5t1 m9d & body4 ,x is necess>y  
next t y acquire  sci5tific k ( ! di/9ct
 b relat$ processes (  develop+ y\r two 
selves sev]ally to "w toge!r z a team4  
,!n  y mu/ le>n ! p>ticul> me?ods (     
cop]ative m5tal &  physical tra9+ t are 
mo/ effective 9 accompli%+ ! man  gr[? y
 desire4    ,sid5ote3 ,nei!r ,m9d ,nor  
,body ,a ,unit    ,n only h y two       
selves1 b nei!r ,y is a s+le unit4 ,y\r 
m9d1 z well z y\r body1 is made up (    
di/9ctly diff]5t b v  intimately relat$ 
& associat$ p>ts4 ,y\r m9d _c be        
develop$ z a :ole4 ,its p>ts mu/ be     
sev]ally bett]$ &  /r5g!n$ 9            
coord9ation1 j z ! physical man is      
develop$ by  tra9+ 8 v>i\s muscles4     
,y "k y h di/9ct sets ( muscles :i* all 
toge!r make up  y\r composite body4     

,p]haps1 h[ev]1 y h n realiz$ be=e  t   
y\r m9d is n a unit1 b is made up (     
innum]able di/9ct  m9d c5t]s1 ea* ( :i* 
functions z indep5d5tly ( ! o!rs  z y\r 
set ( eye muscles op]ates indep5d5tly ( 
! set ( muscles  gov]n+ ! movem5ts ( "o 
( y\r f+]s4 ,& possibly y d n  "k t ea* 
m9d c5t] has a di/9ct bra9 c5t]1 :i*    
functions = t p>ticul> "p alone ( y\r   
:ole m9d4 ,ea*  associat$ m9d-&-bra9    
c5t] also has direct1 di/9ct n]ve       
connections ) only "o set ( muscles4    
,9 fact1 y are a _m-m9d$1 _m-bodi$      
man--a collection (  m5tal & physical   
p>ts1 a composite man r ?an a man unit4 
,^! sev]al p>ts are 9 l>ge measure      
practically indep5d5t (  "o ano!r4 ,"o  
set ( body p>ts belongs to only its     
p>ticul>  associat$ set ( m9d p>ts1 or  
m9d c5t]4    ,sid5ote3 ,indep5d5t ,m9d &
 ,body ,c5t]s    ,if y 7 con/itut$      
o!rwise1 y\r life w\ld be v prec>i\s2  =
 ! injury or de/ruction ( ev5 a m9or "p 
( y\r body w\ld be  fatal to ! :ole     
unit4 ,z x is1 y c lose a f+] )\t       

affect+ y\r eye-sight 9 ! lea/4 ,s y    
might suff] a localiz$  bra9 injury t   
w\ld completely p>alyze a f+]1 )\t      
impair+  y\r sight at all4 ,ei!r ! m9d  
c5t] t gov]ns a f+]1 or !  set ( muscles
 9 t f+] c be affect$ )\t necess>ily    
react+ ^u any o!r m9d c5t] or any o!r   
set ( muscles4    ,sid5ote3             
,int]relation ,( ! ,ego ,& ,physical    
,man    ,b if ! m9d c5t] t gov]ns a     
c]ta9 set ( muscles is  affect$1 t set (
 muscles also is directly affect$ & at  
once4  ,likewise if any?+ happ5s to a   
p>ticul> set ( muscles1 !  reaction is  
in/antly transmitt$ to its associat$ m9d
 c5t] ?r\gh  ! direct wire n]ves & bra9 
c5t] :i* p>ticul>ly s]ve t  "p ( ! m9d4 
,great sci5ti/s h /udi$ m5tal & physical
 ph5om5a 9  int]-relation & h le>n$     
c]ta9 facts4 ,= example1 x is kn[n  t ! 
m9d n only affects ! g5]al functions ( !
 body1  b also ! rate ( bodily activity 
& ! *emi/ry ( body tissues4             
,long-cont9u$ h>d ?9k+ actually does we>
 a man out4 ,x consumes  blood & bra9   

tissue4 ,x sl[s him up4 ,x may impair 8 
dige/ion  & appetite4 ,we all "k ^! ?+s1
 b ! sci5ti/s "k j  :y we feel          
physically tir$ aft] us+ only our m9ds4 
,!y h le>n$ also t e activity ( ! m9d   
has a direct  effect on ! bra9 sub/ance4
 ,t is1 ea* m9d op]ation ?r\gh  ! bra9  
*anges its physical /ructure 9 "s       
degree4 ,m5tal ef=t  or relaxation      
increases or decreases ! am\nt ( blood 9
 ! bra94  ,:5 y h be5 us+ y\r m9d v h>d1
 y\r head feels heavy1  & x is unusually
 heavy !n on acc\nt ( ! extra am\nt (   
blood  weight4 ,ev5 ! temp]ature ( !    
bra91 p>ticul>ly ( t portion  ( ! bra9  
:i* is especially function+ at a giv5   
mom5t1 is  *ang$ ) e m5tal ef=t4        
,sid5ote3 ,sl[ ,muscles ,sl[ ,m9d       
,!re is abundant sci5tific pro( t !     
quality & quantity (  muscle1 bra91 &   
n]ve 7physical7 activity 9 a p>ticul>   
individual are accompani$ by correspond+
 qualities & quantities (  m5tal        
activity4 ,t is1 :5 a p]son's muscle    
action1 n]ve  response1 & bra9 action   

are sluggi%1 8 m9d also develops a      
*>act]i/ic ( sl[ action4 ,& vice v]sa4  
,we say ( a c]ta9 acqua9tance t he has  
an al]t m9d4 ,b 8  ego1 or m5tal self1  
c\ld n act quickly & al]tly if 8 bra91  
! physical in/rum5t ( 8 m9d1 did n      
receive & transmit  impressions swiftly 
to 8 m5tality4 ,! bra9 does n ?9k4 ,x   
is z purely physical z any o!r "p ( !   
body4 ,x j h&les1  or transmits 9 & out1
 to & f ! m9d1 ! v>i\s impressions  s5t 
9 by diff]5t s5se muscles1 & ! m5tal    
reflexes or  impulses s5t out by !      
innum]able m9d c5t]s4 ,y\r m9d works    
?r\gh y\r bra94 ,( c\rse1 !re=e1 !      
quality & quantity (  m5tal "w y are    
capable ( do+ are limit$ by ! degree (  
h&l+-or-transmitt+ effici5cy *>act]i/ic 
( y\r  p>ticul> bra9 /ructure4          
,sid5ote3 ,value ( ,practical ,psy*ology
    ,any int]f]5ce ) ! bra9 quality or  
quantity ( an individual  naturally     
int]f]es ) 8 normal m5tal function+4 ,if
 a  p>ticul> "p ( a man's bra9 is       
injur$1 ! associat$ m9d c5t]  is h>m$   

likewise & 8 m5tal quality is affect$ 9 
proportion4  ,%\ld a c]ta9 portion ( 8  
bra9 be cut out1 ! total quantity  ( 8  
m5tal p[]s w\ld be correspond+ly r$uc$4 
,we all "k ^!  ?+s ab\t ! bra9 & ! m9d4 
,b only a few sci5ti/s are  famili> ) _m
 details ( ! int]-relation ( m9d & bra9 
& muscles1 :i* %\ld be kn[n to all p :o 
want to make !  mo/ ( !mselves4 ,!      
salesman ( himself ne$s to und]/& 8     
goods ?or\ghly2 s z we /udy ! sell+     
process t completes  ! secret ( c]ta9   
success1 we dig into practical psy*ology
 a  little way n[ 9 ord] to /imulate 9 y
 a desire = fur!r  exploration ( t gold 
m9e ( opportunities4    ,sid5ote3       
,physical ,manife/ations ( ,ideas    ,! 
m9d dep5ds on ! bra91 9 coord9ation ) ! 
n]ves &  muscles1 to express ?\ghts4 ,t 
is h[ y\r inn] or ego  sales-man gets 8 
ideas out ( y\r physical salesman1 & %[s
  !m to ! m9ds ( prospective buy]s4 ,y c
 make ano!r p]son  consci\s ( y\r ?\ghts
 only by "s p]ceptible physical         
manife/ation ( ! idea y wi% to convey to

 him4 ,evid5tly1 !n1  9 ord] to succe$ 9
 develop+ y\r big sales manhood & 9 mak+
  effective impressions ( x on o!rs1 y  
mu/ le>n bo? h[ to  ?9k ! ideas ( big   
manhood into y\r own m9d mo/ effectively
 &  h[ to %[ !m outw>dly ) ma/]ly skill4
 ,! fir/ process is  man developm5t2 !  
second is sales-man-%ip1 or manhood     
self-expression = ! purpose ( controll+ 
! ideas ( o!r m54    ,sid5ote3 ,sell+ ,a
 ,?\ght    ,!re is b "o way to indicate 
or express :at is go+ on 9 y\r  m9d4    
,y\r ?\ghts c be physically %[n only by 
muscul> action (  "s k9d4 ,bra9 & n]ve  
action are hidd51 b muscle action c be  
p]ceiv$4 ,if y\r muscul> action         
expresses exactly ! idea y  desire & w &
 use x to manife/1 y\r m9d is able to   
get its  ?\ght across to ano!r m9d--to  
sell ! idea4    ,conv]sely1 if y\r      
muscle action--y\r out]1 p]ceptible     
self--expresses some?+ diff]5t f y\r    
?\ght int5tion1 y\r  m9d has fail$ to   
make ! true impression ( y\r idea4 ,x   
may be t  an impression directly        

contradictory to y\r ?\ght has be5 made 
by  y\r muscles work+ at cross purposes4
 ,s ! tru? 9 y\r m9d won't  get across  
to ! o!r man's m9d--n because y\r idea 0
 untrue1  b because x has n be5         
physically int]pret$ by y\r muscles z  y
 int5d$4 ,= example1 y might /& s mu* 9 
awe ( a man y  greatly admire t y w\ld  
avoid speak+ to him1 & 9 consequ5ce     
w\ld appe> to him indiff]5t or cold4    
,y\r physical appe>ance w\ld  belie y\r 
int5tions4    ,p]haps1 if y h fail$ 9   
life or h only p>tially succe$$1        
despite ! qualifications y possess =    
complete success1 y\r  muscles may be   
pr9cipally to blame4 ,! p>ts ( y\r      
idea-sell+  equipm5t t c be p]ceiv$ 9   
action probably h n deliv]$  ! goods (  
sale correctly4    ,sid5ote3 ,h[ ,k is  
,accumulat$    ,n only is y\r m9d       
absolutely dep5d5t on ! muscul> sy/em ( 
y\r body = any true expression ( ! real 
y inside2 x  likewise mu/ dep5d on !    
activity ( y\r v>i\s sets ( muscles to  
get all ! incom+ s5se impressions t make

 up :atev]  k y h4    ,h y realiz$ h[   
y\r pres5t fund ( in=mation 0           
accumulat$8  ,ev]y?+ y "k came into y\r 
consci\s m9d orig9ally ?r\gh            
impressions fir/ made on y\r v>i\s s5se 
muscles1 & !n  transmitt$ by n]ve       
telegraph to directly connect$ bra9     
c5t]s1  :i* 9 turn pass$ on to _!       
associat$ m9d c5t]s ^! orig9al          
impressions ( new ideas4 ,_m repetitions
 ( simil> s5se impressions  7 ne$$ to   
regi/] p]man5tly 9 y\r m9d y\r fir/     
conceptions  ( diff]5t colors1 sc5ts1   
etc4 ,?us y le>n$ to ?9k4 ,! process  0 
/>t$--n by y\r m9d--b by y\r v>i\s s5se 
muscles4  ,^! receiv$ f y\r environm5t  
impressions ( heat1 cold1  s(tness1     
h>dness1 etc41 & pass$ !m 9 to associat$
 bra9-m9d  c5t]s1 :i* ?us comm5c$ to    
collect k ab\t ! _w :i*  y ent]$ ) a m9d
 absolutely empty ( ideas4    ,if a *ild
 might be born ) a good bra91 b ) 8     
g5]al  muscul> sy/em completely p>alyz$1
 he c\ld le>n no?+ at all  reg>d+ ! _w4 
,he w\ld h no consci\s m9d4 ,no s5se    

impression ( smell1 light1 ta/e1 s\nd1  
or feel+ c\ld be receiv$  by ! bra9 (   
su* a *ild2 = no orig9al p]ceptions (   
any k9d  c\ld be tak5 94 ,he w\ld be l a
 complete telegraph sy/em )  e bran*    
(fice clos$4 ,no intellig5ce w\ld be    
transmitt$2 s9ce  no message c\ld be ev5
 fil$ = s5d+4 ,because ( ! p>alysis (  !
 s5sory muscles1 ! *ild's consci\s m9d  
w\ld rema9 blank4    ,sid5ote3 ,ea*     
,m9d-,c5t] ,mu/ ,be ,develop$           
,specifically    ,recall n[ t y h a     
multiplex1 n a s+le bra94 ,t is1  y\r   
s-call$ bra9 is made up ( innum]able1   
di/9ct bra9  c5t]s :i* function q       
indep5d5tly ( "o ano!r4 ,no  p>ticul>   
unit requires help f any ( ! o!rs 9 ord]
 to d its  especial "w ) full effici5cy4
 ,ea* c5t] att5ds only to its  specific 
bus9ess 9 y\r life4 ,x re/s1 or relaxes 
f activity1  :5 x has no?+ to d2 or :5 !
 p>ticul> muscles x gov]ns are  n 9 use4
 ,&1 ( c\rse1 :5 a c]ta9 bra9 c5t] re/s 
or is  inactive1 its associat$ m9d c5t] 
also re/s or is inactive4    ,z already 

has be5 /at$1 ! m9d ( a man is built up1
 ?r\gh !  bra9 in/rum5t1 by ! s5se      
impressions transmitt$ to 8             
consci\sness4 ,9 o!r words1 all he kn[s 
) 8 m9d fir/ came  into 8 m5tal capacity
 f outside impressions ( ?+s & ideas4   
,! few] ! impressions t come into ! m9d 
?r\gh ! bra91 !  less does a man "k4 ,& 
only ! impressions t come into a        
p>ticul> m9d c5t] develop t c5t]4 7,=   
example1 !  developm5t ( ke5e/ eyesight 
by _m optical impressions w\ld n  affect
 at all a man's ability to discrim9ate  
among ! tones ( music1  w\ld n give him 
a good e>47    ,sid5ote3 ,weak or       
,undevelop$ ,c5t]s    ,x is evid5t1     
!re=e1 t if a p>ticul> bra9 c5t]        
tempor>ily or p]man5tly is depriv$ ( "r 
& suffici5t ex]cise  9 transmitt+ s5se  
impressions1 its coord9at$ m9d c5t] w be
  /unt$ 9 its gr[? or />v$ = lack (     
m5tal food4 ,?is is :y a  man is awkw>d 
9 us+ 8 native tongue :5 he returns to !
 c\ntry  ( 8 bir? aft] a long resid5ce  
among p ( a diff]5t nation  :]e t       

language 0 n spok54 ,b a little ex]cise 
( 8 bra9  9 transmitt+ aga9 ! s\nd ( 8  
native tongue w quickly  /imulate 8 m9d 
) ! r5ew$ supply ( ?is p>ticul> m5tal   
food to :i* x =m]ly 0 accu/om$4 ,9 a few
 weeks he w use  ! old language         
naturally2 :]eas ano!r man1 :o nev] _h  
spok5  x1 w\ld require ye>s to build up 
su* full k f a />t (  complete ignorance
 ( ! language4    ,evid5tly1 too1 a     
weak1 undevelop$ bra9 c5t] w\ld be      
incapable (  receiv+ /rong m5tal        
impulses f its coord9at$ m9d c5t]1 &  ( 
transmitt+ !m 9 full /r5g? to ! p>ticul>
 muscles gov]n$  by t m9d c5t]4 ,?is is 
:y1 if a man's bra9 c5t] ( c\rage  is   
undevelop$1 ev5 ! mo/ c\rage\s ?\ghts w 
n make 8  body act bravely4 ,8 legs may 
run away aga9/ 8 w to fight4 ,!         
physical in/rum5t ( 8 m9d 78 bra971 &   
also c]ta9 associat$  sets ( muscles1   
mu/ be suffici5tly ex]cis$ 9 ! action ( 
c\rage to build up )9 him ! physical    
/ructure ( fe>lessness  t w be in/antly 
responsive to a m5tal attitude ( brav]y4

    ,sid5ote3 ,"r ,ex]cise = ,developm5t
    ,if = any reason ! bra9 in/rum5t is 
weak or undevelop$1 x c  h&le only      
weakly ei!r 9-com+ messages to ! ego f !
 s5ses1  or out-go+ impulses f ! m9d to 
! muscles4 ,s1 because ( ?is  undevelop$
 bra9 in/rum5t1 ! full capability (     
nei!r ! inn]  nor ! out] man c be built 
up & put to use4 ,obvi\sly1 !re=e1  if  
"o is ambiti\s to succe$1 he ne$s to "k 
& to practice !  coord9at$              
m9d-bra9-muscle ex]cises t w increase ! 
quantity & bett] ! quality ( 8 man      
capacity4 ,s9ce he is a  _m-m9d$1       
_m-bodi$ man1 g5]al physical & m5tal    
ex]cise  w n develop ! p>ticul>         
qualities requir$ to assure 8  success4 
,ea* & e m9d-bra9-muscle set mu/ be     
built up  individually by specific      
ex]cises :i* /r5g!n t p>ticul>  unit ( !
 multiplex man4 ,!n1 ( c\rse1 all 8     
units %\ld be  taught to "w toge!r to   
make 8 success c]ta9 ) 8  all-ar\nd     
capability fully develop$ & coord9at$4  
,sid5ote3 ,! ,discrim9ative-,re/rictive 

,me?od    ,lu!r ,burbank work$ out      
discrim9ative-re/rictive me?ods ( gr[?  
t may be appli$ z successfully to m5 z  
to plants4 ,he c\ld n  h built up !     
ability ( a prune tree to produce       
delici\s fruit  if he _h n f$ into !    
tree /ructure1 or in/rum5t ( production1
  a suffici5t quantity & high quality ( 
! p>ticul> plant foods (  delici\sness4 
,he re/rict$ 8 exp]im5tal prune trees to
 !  developm5t ( specific delici\s      
qualities1 by giv+ !m no food  except t 
discrim9atively select$ = 8 purpose4 ,t 
is1 he  made !m develop 9 "o way & 9 "o 
way only1 :5 he 0 mak+ a  p>ticul> te/4 
,simil>ly1 z has be5 /at$ be=e1 y c     
develop ! specific man  qualities y ne$ 
to succe$4 ,y mu/ fe$ to a p>ticul> m9d 
c5t]1 ?r\gh ! relat$ bra9 c5t]1 select$ 
s5se impressions4  ,^! c come only f !  
coord9at$ set ( muscles gov]n$ by  t    
m9d-bra9 c5t]4 ,!n y %\ld ex]cise !     
specific bra9  c5t] & set ( muscles 9 ! 
production ( m5tal reflexes1 or !  m9d  
fruit4 ,acts ( c\rage1 = example1 are ! 

fruit ( brave  ?\ghts4    ,sid5ote3     
,bra9 ,developm5t    ,a p>ticul> bra9   
c5t]1 ( c\rse1 w be /r5g!n$ bo? by !    
food ( s5se impressions x is giv51 & by 
! ex]cise (  h&l+ messages to & f ! m9d4
 ,! bra91 or physical  in/rum5t ( ! m9d1
 is l an int]m$i>y or g-betwe5 ( ! ego  
& ! body4 ,x is ( ! utmo/ importance t x
 %\ld d its "w  effici5tly4 ,o!rwise !  
full capability ( nei!r ! out] nor !    
inn] man c be utiliz$4    ,if ,br[n     
passes some?+ to ,jones1 :o passes x    
along to ,smi?2 !n  ,smi? passes x back 
to ,jones to be re-pass$ to             
,br[n--,jones1 !  middle ag5t (         
transmission or h&l+ in/rum5t1 :om we   
are  comp>+ to ! bra91 might be s       
awkw>d1 sl[1 & ineffici5t z a  g-betwe5 
t ! possible ability ( ,br[n & ,smi? 9  
pass+ w\ld  be nullifi$ or greatly      
hamp]$4 ,b if ! ineffici5cy ( ,jones is 
blamable to 8 inexp]i5ce1 x evid5tly c  
be *ang$ to effici5cy  by suffici5t "r  
ex]cise 9 pass+4 ,! m ( t sort ( "w  he 
does1 9 ei!r direction1 ! bett] pass] w 

,jones become4    ,8 ex]cise1 h[ev]1 mu/
 be 9 pass+ ?+s1 if pass+  capability is
 to be develop$4 ,he w\ld n become a    
bett] & quick]  pass] by any am\nt (    
ex]cise 9 tak+ ?+s ap>t1 or 9  inspect+ 
?+s--:olly dissimil> functions4         
,sid5ote3 ,tra9+ 9 ,pass+    ,moreov]1  
,jones w\ld n become an exp]t pass] (   
glassw>e z a  result ( practice 9 pass+ 
bricks1 = ! two k9ds ( ?+s are  n h&l$  
alike4 ,inde$1 ! man accu/om$ to pass+  
bricks might be  m likely to break      
glassw>e ?an ano!r man :o previ\sly _h  
no  p>ticul> skill 9 pass+ any?+4 ,!    
exp]t brick-pass] w\ld be  apt to =get  
sometimes t he 0 pass+ glass4 ,8 muscles
 might  treat ! fragile w>e ) ! r\gh    
habit acquir$ 9 pass+ bricks4           
,pla9ly1 discrim9ative-re/rictive me?ods
 ( tra9+ are requir$ to  p]fect         
capability 9 any p>ticul> k9d ( physical
 pass+2 h[ev]  mu* skill 9 g5]al pass+  
may h be5 develop$4 ,if ,jones %\ld     
become exp]t 9 pass+ pails ( liquid1 he 
w\ld nev]!less ne$ to  tra9 himself anew

 9 ord] to pass froz5 liquid effici5tly 
9 !  =m ( cakes ( ice4 ,&1 to           
p>ticul>ize /ill m1 x w\ld be  necess>y 
= him to le>n h[ to pass diff]5t        
liquids4 ,wat] &  ?ick molasses 9 pails 
%\ld n be h&l$ alike4    ,simil>ly !    
v>i\s bra9 c5t]s1 z pass]s ( diff]5t    
s5se  impressions & m5tal reflexes 9 &  
out1 require1 ea* ( !m--l  ,jones--!    
specific ex]cises t w develop _! sev]al 
p>ticul> abilities4 ,! individual bra9  
unit 7z ( c\rage1  memory1 judgm5t1     
etc47 is /r5g!n$ only by h&l+ ! 9 & out 
bus9ess ( its coord9at$ muscles & m9d   
c5t]4 ,also1 :ile a  p>ticul> set (     
muscles & coord9ate m9d c5t] are /r5g!n+
  _! bra9 c5t] by ! ex]cise !y give x1  
!y are bo? be+  develop$ by ! same      
ex]cise ( pass+ along s5se impressions &
  ?\ghts to ea* o!r ?r\gh ! bra9--l     
,smi? & ,br[n4    ,sid5ote3 ,! ,process 
,( ,gr[?    ,return+ to ! comp>ison (   
,burbank's me?ods ) man developm5t1  we 
p]ceive aga9 h[ ! pr9ciple (            
discrim9ative-selective tra9+  is appli$

 to accompli% ! gr[? ( c]ta9 *>act]i/ics
 ne$$  to assure a man's success4 ,!    
plant wiz>d 9 8 initial te/s gave  to 8 
undevelop$ prune trees p>ticul> food &  
conditions &  treatm5t select$ = !      
purpose ( imp>t+ specific qualities (   
delici\sness4 ,a prune some:at improv$ 9
 delici\sness 0  ! fir/ result4 ,!n f ! 
product ( t improv$ prune  he />t$ ano!r
 cycle ( developm5t4 ,he f$ ! select$   
food  ( delici\sness to ! improv$ prune 
tree1 & a fruit m  delici\s result$4 ,8 
"w 0 simply plant bre$+ by !            
discrim9ative-re/rictive me?od4 ,bra9   
bre$+ is a simil> process  (            
p>ticul>iz$1 cumulative developm5t4     
,sid5ote3 ,beg9 ,) ,specific ,tra9+ ( ,!
 ,out] ,man    ,all ! =ego+ r complicat$
 explanation ( psy*ological  processes  
has seem$ necess>y to make a cle>       
impression ( ! "r  tra9+ me?ods = build+
 )9 y any quality y ne$ to assure  y\r  
success4 ,y mu/ beg9 by tra9+ y\r out]  
man4    ,y c develop a p>ticul> m9d-bra9
 c5t] 7su* z ! c5t] (  c\rage7 only by !

 discrim9ative-re/rictive tra9+ ( ^?    
portions ( y\r body :i* are directly    
relat$ 9 activity &  responsiv5ess to t 
m9d-bra9 unit ( ! multiplex ,,y4 ,tra9+ 
(  any o!r set ( muscles w n develop !  
p>ticul> m9d-bra9  c5t] y want to build 
up1 & w\ld be a wrong proc$ure4    ,y   
%\ld beg9 ) specific tra9+ ( p>ticul>   
sets ( s5sory  muscles because1 z we h  
se51 t is ! natural ord] ( !  process ( 
gr[?4 ,x is h[ y began to le>n ev]y?+ y 
"k4 ,y  c increase & improve y\r pres5t 
limit$1 consci\s k mo/  effectively by  
tak+ into y\r m9d f y\r tra9$ p>ticul>  
s5ses m & bett] impressions ?an y ev] h 
tak5 9 be=e4    ,sid5ote3 ,develop+     
,p]si/5ce    ,suppose y\r success has   
be5 h9d]$ by y\r lack ( p]si/5ce4 ,y    
ne$ to develop t quality 9 p>ticul>4    
,let u see h[ !                         
discrim9ative-re/rictive pr9ciple %\ld  
be appli$ specifically to  assure y (   
build+ p]si/5ce )9 y\rself4    ,fir/ x  
is necess>y t y discrim9ate betwe5 ?is  
"o quality  & all o!rs2 especially      

betwe5 x & ! quality (  det]m9ation4 ,v 
diff]5t tra9+ me?ods are requir$ to     
develop p]si/5ce & det]m9ation          
respectively4 ,:5 y are j  det]m9$ to d 
a ?+1 y\r jaw muscles1 y\r arm & back   
muscles1  p]haps all y\r commonly kn[n  
muscles1 w be h>d5$ z long z  y rema9   
det]m9$1 b no long]4 ,!y w relax :5 !   
occasion  = det]m9ation has pass$4 ,!   
habit ( in/antly t5s+ y\r  muscles      
tempor>ily :5ev] y ne$ to be det]m9$ w v
 greatly  /r5g!n & improve ! effici5cy (
 y\r bra9-m9d c5t] (  det]m9ation4 ,b t 
tempor>y h>d5+ ( y\r muscles w  only    
slightly affect ! developm5t 9 y (      
*>act]i/ic  p]si/5ce4    ,sid5ote3      
,develop+ ,det]m9ation    ,h5ce ! tra9+ 
( y\r muscles = build+ ! habit (        
det]m9ation )9 y %\ld be conc5trat$ on  
ex]cise 9 *ang+  swiftly f comp>ative   
laxity to muscul> t5sion4 ,t is1 9  ord]
 to accu/om y\r m9d to h>d5+ ) det]m9$  
?\ghts  :5ev] det]m9ation is ne$$1 y    
%\ld tra9 y\r muscles to  h>d5 9        
coord9ation1 & ?us to support y\r m5tal 

det]m9ation  by ! complem5t>y physical  
sugge/ion ( ! same quality4    ,y d n   
ne$ to use det]m9ation all ! "t2 s x w  
be  suffici5t if y\r muscles are taught 
to be quickly responsive to  det]m9ation
 ( m9d on any occasion4 7,y "k x helps y
 to c>ry  out a resolution if y /iff5   
y\r body at ! mom5t y make up y\r  m9d  
to d a ?+1 b cont9u$ /iffness ( ! body 9
  det]m9ation w\ld be a /ra9 likely to  
weak5 y\r p[] ( action  unless back$ by 
a trem5d\s1 /or$-up res]ve /r5g? (      
muscles47  ,beg9 y\r practice = !       
developm5t ( det]m9ation1 !n1 by  tra9+ 
y\r muscles to taut5 ! in/ant y ?9k     
det]m9$ly4 ,y\r  bra9-m9d c5t] (        
det]m9ation w also be /r5g!n$ by !      
ex]cise t builds up ! support+ habit (  
muscle action 9  coord9ation4 ,millions 
( m5 h fail$ 9 life because _!  det]m9$ 
?\ghts 7 n re5=c$ by /iff5$ backbones4  
,sid5ote3 ,discrim9ation ,betwe5        
,det]m9ation & ,p]si/5ce    ,n[ let u   
discrim9ate betwe5 muscle tra9+ to      
develop !  *>act]i/ic ( p]si/5ce & !    

tra9+ already describ$ =  ! build+ (    
det]m9ation4 ,9 ord] to /r5g!n y\r      
p]si/5ce1  y mu/ transmit ?r\gh ! di/9ct
 bra9 c5t] ( p]si/5ce to  ! correspond+ 
m9d c5t]1 ! impression ( muscles        
p]man5tly  develop$ 9 firmness1 n j     
capable ( tempor>y h>d5+ on  occasion4  
,! *>act]i/ically p]si/5t man has       
gradually develop$ 8  lax-muscl$1 sagg+1
 baby *9 into a jaw t is habitually     
firm1  :e!r or n he happ5s to be det]m9$
 to d any?+ at a giv5  mom5t4 ,8 muscles
 d n sag utt]ly1 ev5 :5 he is asleep4   
,he  probably wakes up 9 ! morn+ ) 8    
tee? cl5*$4 ,s1 :5ev]  8 coord9at$      
bra9-m9d c5t] p]ceives t ! quality (    
p]si/5ce is requir$1 & />ts to apply x1 
! m5tal impulse to  p]si/ is back$ by a 
p]man5t firm muscle /ructure t c /&  up 
z long z ! m9d ne$s ! physical support4 
,sid5ote3 ,a ,slump 9 ,det]m9ation    ,9
 contra/1 ! man :o is only              
*>act]i/ically det]m9$1 b  :o lacks     
p]si/5ce 9 8 det]m9ation1 has develop$ j
 !  habit ( h>d5+ 8 muscles = ! "t he is

 det]m9$ on do+  a p>ticul> ?+4 ,t does 
n ex]cise 8 muscles suffici5tly to  make
 !m firm all ! "t1 :e!r "u t5sion or n4 
,consequ5tly 8 det]m9ation is likely to 
slump if 8 resolution is  subject$ to a 
long /ra94 ,he does n possess muscul>   
/ructure  suffici5tly /rong to support  
p]si/5ce 9 8 det]m9ation4    ,habitual  
lack ( firmness 9 ! jaw muscles1 z y "k1
 results 9  a sagg+ *92 :i* detrim5tally
 affects ! bra9-m9d c5t] (  p]si/5ce4 ,a
 man ^: jaw habitually hangs loose may  
be capable (  great det]m9ation = a     
:ile1 b he is n p]si/5t 9  "*4 ,he might
 cl5* 8 tee?1 /iff5 8 body1 & plunge    
into  ! surf to rescue a dr[n+ p]son2 b 
8 fir/ resolution to  effect ! rescue   
w\ld be weak5$ by ! cold wat] & by fe>4 
,he  lacks ! quality ( ! bulldog t w die
 r ?an loose its  tee? f ano!r dog's    
?roat4    ,sid5ote3 ,muscles ,express & 
,impress ,ideas    ,! coord9at$ muscles 
express ! m5tal attitude1 z we h        
p]ceiv$2 & equally !y impress ! m9d ) _!
 attitude4 ,if  y h a sagg+ *91 y are   

incapable ( ! m5tal bulldog grip (      
p]si/5ce4 ,s tight5 up y\r jaw muscles1 
& nev] let !m hang  utt]ly loose1 if y  
are resolv$ to develop ! *>act]i/ic (   
/ick-to-x-iv5ess4 ,beg9 ) muscle tra9+1 
= y\r muscles  mu/ be utiliz$ to />t !  
process ( build+ up y\r bra9-m9d  c5t] (
 p]si/5ce4    ,sid5ote3 ,develop+       
,p]ception    ,:5 y tra9 ! p>ticul> s5se
 muscles t transmit ext]nal  impressions
 to a p>ticul> bra9-m9d unit 7! same    
muscles t  reflexively express ! ideas (
 t "o "p ( y\r multiplex ego7  y may be 
absolutely sure ( develop+ a p>ticul>   
relat$  *>act]i/ic4 ,= example1 if y    
want to %>p5 y\r p]ceptive  faculties s 
t y w see ) ! eyes ( y\r m9d mu* m  ?an 
! ord9>y man p]ceives1 ex]cise y\r      
physical eyes 9  tak+ snap-%ots t y c   
see cle>ly 9 detail ) y\r  imag9ation :5
 y look away f an object aft] a glance  
at x4 ,try  glanc+ at ! furni%+s ( y\r  
room1 !n %ut y\r eyes &  con/ruct a     
m5tal picture4 ,:5 ?is is def9itely cle>
 to y1 op5  y\r eyes4 ,! reality w be v 

diff]5t f y\r imag9$  picture4 ,b %>p5  
y\r p]ceptive faculties1 develop a cam]a
  eye2 !n ! reality w be exactly        
impress$ on y\r m9d4 ,witnesses  9 c\rt 
(t5 contradict "o ano!r1 9 all hone/y1  
simply because  _! ability to p]ceive   
actualities is n highly develop$4 ,9    
consequ5ce1 !y get false m5tal          
impressions ( happ5+s or ?+s  !y        
sev]ally h se54    ,sid5ote3 ,?ree      
,processes ,( ,m5tal ,developm5t    ,!re
 are b ?ree processes ( m5tal           
developm5t3    ,! fir/ process comprises
 gett+ in=mation f a s5se to its        
associat$ bra9 c5t]1 :i* !n makes ! m9d 
c5t] consci\s  t p>ticul> in=mation has 
be5 transmitt$ to x4    ,! second       
process is organiz+ ! in=mation 9 ! m9d 
c5t]1  ) relation to o!r in=mation      
previ\sly br\ght to ! m9d4    ,9 ! ?ird 
process ! m9d c5t] directs its co-relat$
 bra9 c5t]  to s5d out c]ta9 impulses ( 
action to ! correspond+ muscul>         
/ructure4    ,let u analyze an          
illu/ration ( ^! ?ree processes ( m5tal 

developm5t4 ,suppose fir/ y he> some?+ t
 conc]ns a  p>ticul> prospect = y\r     
goods ( sale4 ,second1 y compreh5d !    
significance to y ( :at y h he>d4 ,?ird1
 y\r m9d directs  y\r muscles to make a 
p>ticul> use ( :at y h compreh5d$4  ,!  
orig9al m5tal impression has be5 fully  
develop$ because y  employ$ all ?ree    
processes4 ,if y _h n complet$ ! cycle (
  developm5t1 y w\ld h giv5 y\r m9d only
 p>tial ex]cise )  :at y he>d4    ,9    
ord] to become a ma/] salesman1 y mu/   
take 9 _m  impressions1 p]ceive _!      
significance to y & h[ y c make  use (  
!m1 !n act on y\r compreh5sion ( :at y h
 le>n$4  ,!re are c\ntless failures 9 ! 
_w :o might h be5 successes  if !y _h n 
/opp$ _! possible m5tal developm5t at ! 
fir/  or second /ages4    ,a man might  
"k an encyclop$ia ( facts1 b be a       
failure4    ,he might compreh5d h[ to   
use 8 k1 & /ill be a failure4           
,success comes only to ! man :o acts mo/
 effectively on :at he  kn[s4           
,sid5ote3 ,"r ,practice ,( ! ,?ree      

,processes    ,9 ord] to secure quick & 
effective results1 ! practice ( !  ?ree 
necess>y processes ( developm5t %\ld be3
    ,fir/1 def9itely consci\s4 ,y ne$ to
 "k j :at quality y  want to develop 9  
y\rself4    ,second1 discrim9ative4 ,y  
mu/ le>n ! diff]5ces betwe5 :at  y want1
 & :at y don't want to develop 9        
p>ticul>4    ,?ird1 re/rictive4 ,x is   
necess>y t 9 y\r tra9+ to develop a     
c]ta9 quality1 y conc5trate y\r practice
 on ! respects 9  :i* ?is p>ticul>      
quality diff]s f o!r qualities4    ,mo/ 
( u are pretty def9itely consci\s ( :at 
we want4 ,we "k  j ! qualities we w\ld l
 to h4 ,b v few p employ  mo/           
effectively ! discrim9ative-re/rictive  
me?ods ( tra9+ 9  _! processes (        
developm5t4    ,sid5ote3 ,importance (  
,diff]5tiation    ,x is impossible to   
develop a p>ticul> quality fully if y   
only  recognize its lik5esses to o!r    
qualities4 ,real m5tal developm5t  is   
accompli%$ only z a result ( !          
recognition ( diff]5ces4  ,aft] /udy+   

tw9s = a ye>1 y /ill might be unable to 
tell !m  ap>t if y 7 impress$ solely )  
_! rem>kable simil>ity to  ea* o!r4     
,ano!r man1 ) a m9d discrim9atively &   
re/rictively  tra9$ to recognize        
diff]5ces1 w\ld le>n 9 five m9utes to   
di/+ui% ! individualities ( ! tw9s4     
,almo/ ph5om5al developm5t c be atta9$  
by use ( !  discrim9ative-re/rictive    
tra9+ me?od4 ,! m9ute/ di/9ctions  c be 
p]ceiv$ if "o conc5trates 8 practice =  
m5tal gr[? on  ! recognition ( diff]5ces
 only4 ,individuals :o h lo/ "o  or m   
s5ses become extraord9>ily adept 9      
detect+ contra/s )  _! o!r s5ses4 ,a    
normal man1 possess$ ( all 8 s5ses1 is  
capable ( ev5 great] developm5t ( 8 p[]s
 ( diff]5tiation4    ,y "k h[ rem>kably 
a bl9d man le>ns to see ) 8 f+]s  & e>s4
 ,b ne$ y lose ! s5se ( sight be=e y c  
compreh5d  ! lesson ( 8 example to y8 ,y
 realize t y appe> to lack  _m ess5tial 
qualities ( success4 ,"k n[ t ^! are all
 m]ely  dormant 9 y4 ,!y c be awak5$ &  
develop$ to an  extraord9>y degree if y 

tra9 y\rself consci\sly 9 !             
discrim9ative-re/rictive use ( all y\r  
s5se tools4 ,y w\ld d x  if y 7 bl9d4 ,x
 c]ta9ly %\ld be mu* easi] to accompli% 
!  desir$ trans=mation ) y\r eyes op5 to
 aid y\r o!r s5ses4    ,sid5ote3 ,:atev]
 ,y ,lack ,n[ ,y ,c ,develop    ,!      
significance ( all ?is is t y ne$ n be  
p]man5tly  h&icapp$ 9 y\r sales-man-%ip 
by any pres5t lack ( p>ticul>           
qualifications = success4 ,x makes no   
diff]5ce :at y happ5 to  be %ort ( n[4  
,by prop]ly coord9at+ y\r               
bra9-m9d-muscle sets  or c5t]s1 & by us+
 all ?ree 9 ! processes ( y\r           
developm5t1  y c make y\rself ov] almo/ 
miracul\sly4 ,w p[]1 c\rage1  exact &   
wise judgm5t1 p]si/5ce1 pati5ce1 rapid  
?9k+1  con/ructive imag9ation--any & all
 qualities y want ,,c be  develop$ 9 y1 
ev5 ?\gh !y n[ seem n to exi/4    ,y\r  
developm5t is limit$ only by !          
practically limitless numb] (  unawak5$ 
cells 9 y\r bra94 ,mo/ ( y\r pot5tial   
m9d c5t]s are  asleep yet4 ,y c wake up 

! slumb]]s ) y\r v>i\s s5se  muscles1 & 
vigor\sly ex]cise !m into activity = y\r
 success4  ,y h be5 h&icapp$ because y h
 be5 c>ry+ s _m  dead-heads t ought to  
be work+ or pay+ _! way4    ,rememb] t  
gr[? ( any bra9-m9d c5t] c be begun &   
cont9u$ only by ! ex]cise ( ! coord9at$ 
set ( s5se muscles  9 transmitt+        
impressions f outside y\rself & 9       
express+ y\r  ?\ghts4    ,sid5ote3 ,y\r 
,limitless ,bra9 ,capacity    ,! numb] (
 cells 9 ! human bra9 has be5 e/imat$ at
 f six  hundr$ millions to two billions4
 ,! greate/ g5ius :o ev] liv$  d\btless 
_h scores ( millions ( bra9 cells t     
rema9$ m or  less idle1 if n s\nd       
asleep1 all 8 life4 ,nature has furni%$ 
y  ) a pl5tiful surplus ( grey matt] 9  
y\r head4 ,d n be afraid  t y w exhau/  
or tire out y\r bra9s by y\r            
self-developm5t4  ,put into y\r "w all !
 bra9s y c wak5 ) y\r v>i\s  s5ses4 ,&  
keep ! al>m clocks w\nd up4    ,william 
,james1 ! great psy*ologi/1 wrote1      
,comp>$ ) :at we  ought to be1 we are   

only half awake4 ,our fires are damp$2  
our drafts  are *eck$4 ,we are mak+ use 
( only a small "p ( our physical &      
m5tal res\rces4 ,!re are 9 e "o pot5tial
 =ms ( activity  t actually are %unt$ f 
use4 ,"p ( ! imp]fect vitality "u  :i*  
we labor c ?us be easily expla9$4 ,"o "p
 ( our m9d dams  up--ev5 damns up--! o!r
 "p4    ,sid5ote3 ,gr[? ,c ,be ,assur$  
,& ,success ,made ,c]ta9    ,c y become 
a big sales ,,man8 ,( c\rse6 ,y h all ! 
necess>y  tools to make y\rself ov] 9   
any way y w--y\r muscles1 n]ves1  bra91 
& m9d4 ,use !m coop]atively1 z !y 7     
meant to be us$1  9 _! respective       
sets--n z if y 7 a m5tal-physical unit4 
,to develop y\r sales manhood y ne$ only
 to apply real ?9k+ 9  ! processes ( y\r
 daily life4 ,/udy out ! reasons &      
effects (  all y\r acts & expressions4  
,y\r exp]im5tal psy*ological  laboratory
 %\ld be y\rself1 und]go+ at y\r h&s !  
trans=mation f :at y are to :at x is    
possible = y to  become4 ,beg9 mak+ y\r 
man-/uff ov]4 ,ea* successive /ep w be  

easi] to take4 ,y\r gr[?1 :5 y employ ! 
"r processes &  me?ods1 is c]ta94 ,!re=e
 y\r success 9 mak+ y\rself a big  sales
 man c be assur$4          ,,*apt] ,,iii
    ,skill ,9 ,sell+ ,y\r ,be/ ,self    
,sid5ote3 ,practice ,( ! ,art    ,if y h
 develop$ real capability & fir/-class  
manhood1 y h  ! goods t are always      
salable4 ,b y realize n[ t ! m]e        
possession ( ^! basic qualifications =  
success w n insure  y aga9/ failure 9   
life4 ,y _c be c]ta9 ( succe$+  unless y
 "k h[ to sell true ideas ( y\r be/ self
 9 ! "r  m>ket or field ( s]vice1 &     
until y develop sales skill by  cont9ual
 correct practice4    ,we w assume t y h
 _h little or no sell+ exp]i5ce4 ,y  are
 consci\s t y entirely lack sales art4  
,!re=e1 ?\gh 9  o!r ways y feel qualifi$
 to succe$ 9 life1 y may be dubi\s  ab\t
 y\r future4 ,p]haps y realize t skill 9
 sell+ true  ideas ( y\r be/            
capabilities is all y ne$ to make y\r   
success  c]ta94 ,b y "q1 ,c ,i be sure (
 becom+ a skillful  salesman ( myself8  

,y h no d\bt ( y\r ability to le>n !    
sell+ process1 b v likely y d n believe 
y ev] c\ld  practice x ) ! art ( a ma/] 
salesman4 ,consequ5tly y are  n yet     
conv9c$ ( ! c]ta9ty ( y\r success4      
,sid5ote3 ,success ,proportionate ,to   
,sales ,skill    ,( c\rse success _c be 
absolutely assur$ 9 advance unless e    
elem5t ( ! secret we h analyz$ c be     
ma/]$4 ,h5ce x is  necess>y t y n[ be   
%[n c]ta9 ways to sell ideas--ways t  _c
 fail1 t are adaptable to ! sale ( any  
"r goods1  & t y surely c ma/]4 ,y ne$  
to feel absolutely confid5t  t if y     
foll[ specific pr9ciples & use p>ticul> 
me?ods1 y  c impress on any o!r man true
 ideas ( y\r be/ capabilities4 ,:5  y   
become skillful 9 mak+ good impressions1
 y c]ta9ly w be  able to sell y\rself   
into su* *ances to succe$ z fit y\r     
individual qualifications4    ,y\r      
success ) ! be/ t is 9 y c be made      
directly  proportionate to y\r skill z a
 salesman ( y\r goods4 ,ma/]y (  ! art (
 sell+ w enable y to cut d[n to ! m9imum

 !  possibilities ( failure 9 :atev] y  
und]take4 ,rememb] t  success does n    
dem& p]fection4 ,!re nev] 0 a #ajj      
salesman4  ,to be a success1 y ne$ only 
make a good batt+ av]age 9 y\r          
opportunities to sell4 ,x is n necess>y 
to hit #ajjj to be a *ampion  batsman 9 
! game ( life4 ,ty ,cobb l$ 8 league a  
doz5 ye>s )  an av]age "u 4#djj4        
,sid5ote3 ,te*nique ,& ,tools    ,!     
f\ndation ( sales art is k ( sell+      
te*nique4 ,s  ! fir/ /ep 9 ! process (  
develop+ y\r skill z a salesman (       
y\rself is ! /udy ( ! "r tools = mak+   
impressions (  true ideas ( y\r be/     
capabilities4 ,y mu/ "k1 also1 !        
sci5tific rules t gov]n ! mo/ effective 
use ( ^! "r  tools4 ,te*nique1 h[ev]1 is
 only ! basic elem5t ( salesman%ip4  ,on
 ! f\ndation ( y\r sales k x is necess>y
 to build  sales skill t w completely   
cov] up y\r te*nique4 ,y\r  p]fect$     
sales art %\ld seem1 & really be second 
nature to y4    ,y\r salesman%ip        
probably w be crude until y ov]come !   

awkw>dness ( h&l+ unfamili> tools1 or   
famili> tools 9 ways t  are new to y4 ,b
 practice makes p]fect4 ,! use ( ! "r   
te*nique 9 sell+ true ideas ab\t y\r be/
 self w soon become  natural4           
,sid5ote3 ,mak+ ,success ,easy    ,!    
skillful sale ( ideas is accompli%$ )\t 
wa/e ( "t or  en]gy 9 ! sell+ process4  
,! unskillful1 w\ld-be salesman n  only 
fritt]s away 8 own "t & ef=t1 he also   
wa/es ! pati5ce  & p[] ( ! man to :om he
 wants to sell 8 goods4 ,! sales  arti/1
 h[ev]1 gets 8 ideas into ! m9d ( a     
prospect quickly1  ) ! lea/ possible we>
 & te> on ei!r p>ty to ! sale4 ,no  "o  
appreciates a f9e salesman s ?or\ghly z 
! be/ buy]4 ,skill  9 sell+ true ideas  
ab\t y\r p>ticul> qualifications w n    
only  assure y\r success1 b w make x    
easy = y to succe$4    ,sid5ote3 ,dock+ 
,y\r ,sales-man-%ip    ,! skillful      
salesman is ! capta9 ( 8 own            
sales-man-%ip4 ,b 9  ord] to make c]ta9 
( l&+ 8 c>go ( "r impressions he takes  
abo>d ! pilot ,sci5ce to beg9 )1 & !n   

conc5trates on f\r  factors ( ! art (   
sell+ ideas3    ,fir/1 discov]+ &       
trav]s+ ! be/ *annel into ! prospect's  
m9d2    ,second1 locat+ ! p>ticul> po9t 
( int]e/ ^u :i* !  salesman's c>go c be 
mo/ effectively unload$2    ,?ird1      
maneuv]+ alongside ?is c5t] ( ! buy]'s  
int]e/2    ,f\r?1 securely ty+ to !     
int]e/ pi] s t ! %ipload (  ideas may be
 fully dis*>g$4    ,! prim>y aim ( !    
skillful salesman :5 mak+ port is to get
  safely to ! "r l&+ place z soon z     
possible & ) ! lea/  dang] ( failure 9 8
 ultimate purpose ( complet+ ! sale4 ,at
  ?is initial /age ( ! sell+ process1   
h[ev]1 he conc5trates 8  ?\ghts on !    
skillful dock+ ( 8 sales-man-%ip4 ,!    
nature (  ! c>go a sailor %ip capta9    
br+s to port has little or no?+ to  d ) 
! art ( rea*+ & ty+ up to ! pi]4        
,simil>ly1  :atev] 8 goods ( sale1 !    
skillful salesman uses ! same  pr9ciples
 & me?ods to dock 8 salesman-%ipload (  
ideas mo/  effectively 9 ! h>bor ( !    
prospect's m9d4 ,s ! art y are  /udy+ is

 /&>diz$4 ,:5 y ma/] x1 y c apply x     
successfully to ! sale ( y\r be/ self or
 any o!r goods ( sale4    ,sid5ote3     
,reason+ ,& ,argum5t ,are ,wrong        
,be=e consid]+ ! me?ods ( sell+ t are   
mo/ effective1 x  w be well to get rid (
 a mi/ak5 idea t is all too common4 ,a  
great _m p reg>d reason+ p[]1 or ! =ce (
 pure logic1 z  an important sell+ tool4
 ,!re are s-call$ salesm5 :o attempt to 
argue prospects into buy+4 ,un?9k+ sales
 executives sometimes  in/ruct _!       
repres5tatives to employ c]ta9 sell+    
argum5ts4  ,b ! me?ods & language ( !   
debat] h no place 9 !  rep]tory ( a     
truly arti/ic salesman or sales manag]4 
,"o debat] nev] conv9ces ! o!r4 ,at be/ 
he only c defeat  8 antagoni/4 ,9 a     
skillfully f9i%$ sale1 h[ev]1 !re %\ld  
be  nei!r victor nor vanqui%$4 ,! sell+ 
process is n a battle (  m9ds4 ,!re is  
no room 9 x = any _s ( antagonism on !  
"p  ( ! salesman4 ,s 9 y\r self-tra9+ to
 sell true ideas ( y\r  be/             
capabilities1 d n emphasize especially !

 value ( logic &  reason+4 ,if y use !m 
at all 9 sell+ y\rself1 disguise _!  "* 
mo/ skillfully4 ,nev] sugge/ t y are    
debat+ or  argu+ y\r qualifications )   
prospective buy]s ( y\r m5tal or        
physical capacity = s]vice4 ,y _c       
br[beat y\r way into  opportunities to  
succe$4    ,mo/ employ]s buy ! expect$  
s]vices ( m5 & wom5 9 ord] to  satisfy  
_! own desires = p>ticul> capabilities4 
,few w buy  aga9/ _! wi%es4 ,9 ord] to  
sell y\r qualifications ) c]ta9         
success1 y fir/ mu/ make ! o!r man      
g5u9ely want :at y  (f]4 ,almo/ always  
m9d vision & he>t hung] mu/ be /imulat$ 
to produce desire4 ,!re=e ! mo/ skillful
 salesman ( himself does  n use ! words1
 tones1 & actions ( argum5t4 ,9 pref]5ce
 to cold  reason & logic he employs !   
arts ( m5tal sugge/ion &  emotional     
p]suasion4    ,sid5ote3 ,! ,=ce (       
,sugge/ion    ,sugge/ion is especially  
effective 9 produc+ desire2 because an  
idea  t is m]ely sugge/$1 & n /at$1 is  
unlikely to provoke  antagonism or      

resi/ance4 ,a sugge/ion is giv5 ready   
access to ! m9d  ( ! o!r man4 ,usually x
 gets 9 )\t 8 realiz+ t a  /range ?\ght 
has ent]$ 8 head f outside4 ,:5 he      
becomes  consci\s ( ! pres5ce 9 8 m9d ( 
an idea t has be5 only  sugge/$ to him1 
he is apt to treat x z "o ( 8 own family
 (  ideas & n z an intrud]4 ,naturally  
he is little incl9$ to oppose  a desire 
t he ?9ks is prompt$ by 8 own ?\ghts4   
,h[ev]1 he  w\ld be dispos$ to resi/ !  
same wi% if he realiz$ x _h be5  inject$
 into 8 consci\sness4    ,all ( u "k !  
great =ce ( sugge/ion2 b !re are v few  
p :o s use words1 tones1 & movem5ts z to
 make ! mo/ (  _! p[] ( sugge/+ ideas 9 
pref]5ce to /at+ !m4  ,probably no tool 
( salesman%ip w be ( m help 9 assur+ y\r
  success ?an fully develop$ ability 9  
sugge/ion1 :i* is !  skillful process ( 
gett+ y\r ideas into ! m9ds ( o!rs      
unaw>es4    ,sid5ote3 ,words ,are ,d\bt$
    ,! words we use are int5d$ to convey
 pretty def9ite mean+s to  li/5]s4 ,if  
we are entirely hone/ 9 our words1 we   

expect :atev] we  say to be tak5 at its 
face value z ! tru?4 ,yet ea* ( u kn[s  
t 8 own m9d seldom accepts )\t "q !     
/atem5ts (  o!r m51 h[ev] well in=m$ &  
hone/ !y are reput$ to be4 ,y  & ,i     
m5tally res]ve ! "r to believe or to    
d\bt ! writt5 or  spok5 words ( someone 
else2 because !y always ent] our m9ds   
consci\sly4 ,we "k t ! words we he> or  
read come f outside  ourselves4    ,!   
skillful salesman proce$s on !          
assumption t 8 words w be  /opp$ at !   
door ( ! prospect's m9d & exam9$ ) m or 
less suspicion ( _! s9c]ity & tru?4     
,!re=e ! sell+  arti/ employs words     
pr9cipally = "o purpose--to communicate 
to !  o!r man in=mation ab\t su* facts z
 _c be introduc$ to 8  consci\sness     
o!rwise4 ,"s facts c be told only 9     
words4 ,b a  ma/] ( ! sell+ process uses
 z few words z possible to convey  8    
mean+4 ,he dep5ds on 8 sugge/ive tones m
 ?an on :at he  says4 ,he re5=ces 8     
spee* ) accompany+ movem5ts &  muscul>  
expressions1 to get into ! m9d ( ! o!r  

man by  sugge/ive action ! true ideas   
beh9d ! words us$4    ,simil>ly :5 y br+
 y\r full capability to ! m>ket ( y\r   
*oice1 y %\ld n rely ^u a m]e decl>ation
 ( y\r  qualifications2 & ^u ^w pro(1   
writt5 or spok51 t y are  ! man = ! job4
 ,y\r words are unlikely to be tak5 at  
_! face  value4 ,any claims y h a "r to 
make w be disc\nt$ heavily if  y say v  
mu* ab\t y\r own ability4 ,y run ! risk 
( be+  judg$ a bragg>t & egoti/ :5 y    
talk up y\r good po9ts2  ?\gh y may be  
tell+ no m ?an ! pla9 tru?4    ,sid5ote3
 ,tones & ,acts ,are ,believ$    ,h[ev]1
 if y\r tones ( s9c]ity & self-confid5ce
 d5ote really  big manhood2 & if y\r e  
act & expression indicate to a          
prospective employ] t y are entirely    
capable ( fill+ ! job  = :i* y apply1 he
 probably w consid] himself v %rewd 9   
siz+ y up4 ,really y h sugge/$ to him e 
idea he has  ab\t y1 b he w ?9k he has  
f\nd 9 y ! v  qualifications he desires 
9 an employee4 ,y c d m to sell  y\rself
 by ! way y walk into a man's (fice ?an 

y c\ld  accompli% by br++ him ! f9e/    
lett]s ( introduction or by  giv+ him ! 
smoo!/ l9e ( talk ab\t y\rself4 ,he is  
able to  read ! pr9cipal *>act]i/ics ( !
 real ,y 9 y\r poise &  movem5ts & 9 !  
mann] ( y\r spee*4 ,he w believe        
absolutely  any *>act]i/ic he himself   
f9ds 9 y4 ,:at y say to him may  h      
little real influ5ce on 8 judgm5t ( y4  
,b be sure t he  w note h[ y speak2 & w 
make up 8 m9d ab\t y f y\r  tones &     
actions1 r ?an f y\r words4 ,he w ?9k ! 
ideas  y sugge/ to him are 8 own orig9al
 discov]ies4    ,sid5ote3 ,sugge/ion ,by
 ,tones ,& ,acts    ,evid5tly1 be=e y   
attempt to a*ieve success1 x is v       
important  t y /udy ! art ( sugge/ion by
 tones & actions4 ,:5 y  "k ! pr9ciples1
 y %\ld practice ?is art until y make   
y\rself a ma/] ( skillful sugge/ion4    
,y ne$ to "k precisely ! effects ( tone 
v>iations1 ! exact  significance ( !    
v>i\s tones y c use4 ,x is necess>y also
  = y to compreh5d n only t ,e little   
movem5t has a mean+  all its own1 b j   

:at t mean+ is4 ,:5 y are equipp$  )    
?or\gh k ( h[ to sugge/ p>ticul> ideas  
?r\gh  tones & motions1 y %\ld practice 
us+ ! pr9ciples & me?ods  ( sugge/ive   
expression y h le>n$1 until x becomes   
second  nature always to speak & act )  
sell+ art4 ,!n y w be a  skillful       
salesman1 sure ( y\r p[] to sell true   
ideas ( y\r be/  capability :]ev] y are4
 ,y\r success w h be5 made c]ta9  ?r\gh 
y\r sales art built on ! f\ndation ( y\r
 sales  k by y\r fully develop$ sales   
manhood4    ,sid5ote3 ,discrim9ative    
,selective ,me?od    ,y\r increas$ sell+
 skill w result naturally1 j z we h  se5
 t y w gr[ naturally 9 sales manhood1 if
 y employ  ! discrim9ative-selective    
me?od :5 tra9+ y\r human nature 9  ! art
 ( sugge/+ y\r be/ self4 ,y ne$ fir/ to 
recognize !  exact diff]5ces (          
significance among ! v>i\s tones &      
movem5ts at y\r comm&4 ,!n y\r          
self-tra9+ 9 sugge/ive  expression %\ld 
be conc5trat$ on ! p>ticul> ways (      
speak+  & act+ t w be/ demon/rate y\r   

qualifications = success4  ,( c\rse x is
 equally important to elim9ate all tones
 & movem5ts  t might sugge/ unfavorable 
ideas ab\t y4 ,to make sure ( y\r       
success1 be c]ta9 t ev]y?+ y d & say    
tells ! tru?1 !  :ole tru?1 & no?+ b !  
tru? ab\t y\r capabilities4 ,x is       
necess>y to make sure no ^w1 tone1 or   
movem5t c>ries ! lea/  sugge/ion t might
 possibly leave a false impression ( !  
real ,y4    ,let u make a brief analysis
 n[ ( words1 tones1 & acts--! ?ree      
means ( sugge/ive expression :i* are !  
natural equipm5t ( e  man = convey+ 8   
ideas to ! m9ds ( o!rs4 ,y _c employ  ! 
discrim9ative-re/rictive me?od to       
develop y\r sell+ skill  unless y "k v  
def9itely j :at y\r diff]5t tools (     
expression are1 & ! almo/ inf9ite v>iety
 ( uses to :i* !y  c be put4            
,sid5ote3 ,f\r ,rules ,ab\t ,words    ,=
 ! reasons already expla9$1 words are ( 
mu* less value ?an  tones & movem5ts 9  
sugge/+ ideas ! o!r man w admit to 8    
m9d unaw>es4 ,b ! sales effici5cy (     

words c be v mu*  increas$ if !y are    
*os5 ) intellig5t discrim9ation1 & if  !
 *oice is re/rict$ to words t h f\r     
qualifications4    ,fir/1 !y %\ld be    
common words4    ,second1 %ort words are
 m =ceful ?an long words4    ,?ird1     
words ( def9ite mean+s are pref]able to 
m]e  g5]alizations4    ,f\r?1 words t   
make vivid impressions are mo/ effective
 9  sugge/+ ideas4    ,sid5ote3 ,common 
,words    ,:5 y employ words to sell    
true ideas ( y\r be/ capability1 *oose  
words t ev]ybody und]/&s4 ,d n air y\r k
 9  uncommon language4 ,unless y are    
seek+ a position z a philologi/ 9  a    
college1 re/rict y\rself to e-day common
 spee* :5 sell+  y\r p]sonal            
qualifications4 ,an important elem5t 9 !
 skillful sale  ( ideas is mak+ !m z    
easy z possible = ! o!r man to          
compreh5d4 ,if y use unfamili> words1 x 
sometimes w be h>d =  him to und]/& :at 
y mean4 ,! truly arti/ic salesman avoids
  introduc+ any unnecess>y elem5t (     
difficulty into ! sell+  process4 ,s y  

%\ld discrim9ate aga9/ all unusual      
expressions &  re/rict y\rself to !     
common words t are easy = any man to    
compreh5d4    ,sid5ote3 ,%ort ,words    
,a long ^w or phrase may convey y\r idea
 cle>ly1 b =ce is lo/  9 ! drawn-out    
process4 ,rememb] t y\r words w meet !  
intuitive resi/ance ( ! o!r man's m9d   
be=e !y are admitt$ to  8 full belief4  
,y _c af=d to sacrifice ! driv+-9 p[] ( 
! %ort ^w4 ,!re=e1 :5 y\r op9ion is     
ask$1 x w be  bett] salesman%ip to say1 
,i ?9k s & s ?an ,x is my  impression-- 
,sid5ote3 ,def9ite ,words    ,! def9ite 
^w conveys a p>ticul> mean+ to ! m9d ( !
  o!r man1 n m]ely a vague or g5]al     
idea4 ,nev] say1 :5 y apply  = a        
position1 ,i c d any?+4 ,t tells !      
prospective employ]  simply no?+ ab\t   
y\r ability4 ,p>ticul>ize4    ,sid5ote3 
,vivid ,words    ,x is ( ! utmo/        
importance to make vivid impressions )  
y\r  spee*4 ,y %\ld employ words        
skillfully to produce 9 ! m9d ( !  o!r  
man di/9ct & lifelike m5tal images4 ,he 

may n cr$it !  words !mselves1 tak5     
lit]ally & alone4 ,b he w believe 9 !   
pictures ! words pa9t 9 8 m9d2 because  
he w ?9k he himself  is ! m5tal arti/4  
,he w n be suspici\s ( 8 own "w4 ,if y  
apply = a situation 9 a bank1 & ! ca%i] 
seeks to le>n :e!r  or n y are safely   
cons]vative 9 y\r views1 y c sugge/ 9   
vivid words t y h ! qualification he    
requires4 ,y w make  ! desir$ impression
 if y say to him1 ,i always c>ry an     
umbrella  :5 x looks l ra94    ,sid5ote3
 ,tone ,mean+s    ,our analysis ( ! ?ree
 means ( self-expression turns n[ to    
tones4  ,rightly select$ words are      
trem5d\sly augm5t$ 9 sell+ p[] :5  !y   
are rightly spok54 ,mo/ m5 employ b a   
small "p ( _!  complete tonal equipm5t1 
& are ignorant ( ! full sales value (  !
 portion !y use4 ,! ma/] salesman1      
h[ev]1 practices ! gamut  ( 8 natural   
tones1 & utilizes ea* to produce        
p>ticul> effects4  ,?us he supplem5ts 8 
m]e /atem5ts ) sugge/ive %ades (  mean+4
 ,! way he says a ?+ has m effect ?an ! 

words  !mselves4    ,conv]sely tone     
faults may h a disa/r\s effect on "o's  
*ances  to succe$4 ,= illu/ration1 ideas
 ( m9d1 ( feel+1 & ( p[]  c be correctly
 express$ by ! discrim9ative use (      
p>ticul>  pit*es ( tone4 ,b a wrong     
pit*1 ?\gh ! words employ$ might be     
id5tical1 w\ld convey a directly        
opposite & false impression4            
,sid5ote3 ,m5tal ,pit*    ,suppose y are
 appeal+ only to ! m9d ( y\r prospective
  employ]--z :5 y quote figures to      
him--y %\ld re/rict y\r  tone tempor>ily
 to ! m5tal pit*4 ,y are j convey+ facts
 n[4  ,!re=e ! matt]-(-fact tone be/    
suits ! ideas express$4  ,s9ce x fits   
:at y are say+1 ! way y speak impresses 
! o!r  man ) ! sugge/ion t y\r tone &   
words are consi/5t4  ,!re=e 8 m9d has no
 incl9ation to resi/ ! m5tal pit* on ?is
  occasion4 ,he admits y\r figures to 8 
consci\s belief m readily  ?an he w\ld  
cr$it !m if spok5 9 an emotive or p[]   
tone4 ,su*  tone pit*es w\ld /rike him z
 out ( place 9 a m]e /atem5t (  fact4   

,sid5ote3 ,tone ,faults    ,if y\r      
prospective employ] asks h[ old y are1 &
 h[ _m ye>s (  exp]i5ce y h _h1 & y     
reply 9 a tone vibrant ) emotion or  9 a
 deep tone ( /]nness1 ! wrong pit*      
c]ta9ly w make a bad  impression on him4
 ,by employ+ an inconsi/5t pit* :5 /at+ 
facts1 y might que] y\r *ances = !      
position y mo/ desire4  ,! tone fault 9 
y\r salesman%ip w\ld lie ab\t y\r real  
"*4  ,! man address$ w\ld ?9k y 7 fooli%
 to use su* a pit* 9  m]ely imp>t+ a bit
 ( in=mation to 8 m9d4 ,he w\ld expect y
  to employ = t purpose simply a head   
tone1 n a *e/ tone nor  an abdom9al     
tone4 ,! head tone1 :5 us$ to convey    
matt]s ( fact1  aids 9 conv9c+ ! m9d ( !
 o!r man because x is ! pit*  t fits b>e
 facts--! tone ( pure m5tality4         
,sid5ote3 ,:5 ,m5tal ,tone ,%\ld ,be    
,us$    ,?is m5tal1 or head tone1 is mo/
 effective 9 ga9+ att5tion1 9  convey+  
in=mation1 9 ar\s+ ! p]ceptive faculties
 (  ano!r m9d4 ,re/rict its use to ^!   
purposes only4 ,! m5tal tone  is n      

pleas+ to ! e>4 ,x is pit*$ high4 ,x    
sugge/s argum5ts  & disputes4 ,x is !   
provocative tone ( qu>rels4 ,s x %\ld be
  employ$ mo/ c>efully1 ) e precaution  
aga9/ giv+ (f5se by  its insi/5ce4      
,avoid its use = long at a "t4 ,its v   
monotony is apt to irritate4  ,! high   
pit* sugge/s a m5tal *all5ge to ! m9d ( 
! o!r man1  & h5ce ar\ses 8 m5tal t5d5cy
 to opposition4 ,! unskillful  ov]-use (
 head tones may ru9 a salesman's be/    
opportunity to ga9  a covet$ object4    
,!re are times1 h[ev]1 :5 x is necess>y 
t y %\ld  insi/--briefly4 ,if y d s     
arti/ically1 & d n p]si/ 9 !  high1     
m5tal1 rasp+ tone2 b *ange to ! l[]1    
emotive1 *e/ tone  v soon aft] y\r      
insi/5ce on ! o!r man's att5tion1 y w  n
 hurt y\r *ances4 ,x is ! cont9u$ use ( 
! head tone t  is to be avoid$4         
,sid5ote3 ,emotive ,pit*    ,! emotive  
7*e/ or he>t7 pit* dissipates opposition
 z naturally  z ! m9d tone provokes a   
qu>rel4 ,ev5 a hot argum5t c be end$    
)\t any la/+ ill-feel+ if ! disputants  

conclude ) he>ty  expressions ( good w =
 "o ano!r4 ,! same words spok5 9 head   
tones w\ld increase ! antagonism by     
sugge/+ s>casm or  ins9c]ity4 ,!        
resonant *e/ tone sugge/s t x comes f ! 
speak]'s he>t4 ,! he>]'s he>t makes 8   
m9d believe ! he>t  message convey$ by !
 emotional pit* ( ! o!r man's voice4    
,!re=e if y want y\r ideas to p5etrate a
 man's he>t1 don't aim  y\r tone high at
 8 head4 ,l[] x to ! pit* ( true        
fri5dl9ess1 ( comrade%ip1 ( human       
bro!rhood4 ,aim at 8 brea/  ) y\r brea/ 
tone4 ,d n fawn or plead1 h[ev]1 :5     
sell+  ideas ( y\rself4 ,y c p]suade be/
 by sugge/+ t y h  br\ght all y\r       
manhood to r5d] ! o!r man a real s]vice4
 ,?is  sugge/ion w induce a feel+ (     
respect = y1 :i* w  c]ta9ly be foll[$ by
 will+ness ( ! prospect to let y %[ him 
y are able to deliv] ! goods4           
,sid5ote3 ,dang] ( ,ov]-us+ ,head ,tone 
,"s p sugge/ by ! ov]-use ( head tones t
 !y dep5d  altoge!r on :at !y "k to     
a*ieve success4 ,!y make !  impression t

 !y expect _! high degree ( m5tality to 
op5  *ances = !m to succe$4 ,!y "k !y "k
 _! bus9ess2 s  :5 !y secure            
opportunities to demon/rate _!          
capabilities1 !y  emphasize too mu* :at 
!y "k4 ,!y are apt to use ! m5tal tone  
cont9ually4 ,p]haps ! prospective       
employ] ne$s a man ( exactly  su* k z is
 possess$ by ! c&idate he is int]view+4 
,b  if :5 pres5t+ 8 qualifications !    
applicant rasps ! e>s (  8 he>] = a long
 "t ) high-pit*$ head tones1 ! li/5]    
intuitively becomes prejudic$4 ,he is   
impress$ ) ! sugge/ion t  ! speak] is a 
"k-x-all fell[4 ,! employ] is likely to 
turn  d[n 8 application because ( !     
unskill$ tone pit* 9 :i* x is  made4    
,sid5ote3 ,s+-,song ,p>rot ,talk    ,:5 
a man has talk$ glibly & fa/ ab\t       
sup]ior qualifications he  kn[s he      
possesses1 x dazes him if 8 exceptional 
capabilities fail to  w9 him ! job = :i*
 he is p>ticul>ly fitt$4 ,he _c         
compreh5d :y ano!r applicant :o pla9ly  
is n s well qualifi$  %\ld be *os54 ,b 8

 voice has sugge/$ to ! employ] t       
ev]y?+ he said 0 j p>rot talk4 ,?\s&s ( 
bright p>rots  rema9 failures all _!    
lives = no o!r reason ?an _! utt]       
inability to get inside ! he>ts ( o!r   
m54 ,! ord9>y  canvass] :o trudges f    
h\se to h\se ) 8 s+-song patt]  has gr[n
 into ! bad habit ( us+ head tones almo/
 exclusively4 ,z  a natural reflex ( !  
unpleasant impression he makes ) 8      
voice1  x is a common exp]i5ce to h a   
door slamm$ 9 8 face4    ,sid5ote3      
,gett+ ,ar\nd ,m5tal ,b>ri]    ,! ma/]  
salesman compreh5ds t ! m5tality ( a    
prospect is a  b>ri] to 8 emotional     
expression4 ,t is1 ! m9d is an al]t     
s5t9el on gu>d to protect ! he>t f its  
own impulses to  un?9k+ action4 ,s !    
skillful salesman :5 mak+ 8 approa*     
goes ar\nd ! m9d side ( ! prospect to ! 
emotional side1 :]e  !re is no ho/ile   
gu>d4 ,he kn[s t ! he>ts ( all m5 are   
ak91 & t ! h>de/ he>t has s(t spots4 ,he
 realizes x is  bad salesman%ip to      
*all5ge ! s5t9el m9d ( ! prospect 9 a   

m5tal tone4 ,s ! salesman arti/ makes 8 
tone resonant ) *e/  vibrations t       
/imulate ! direct response ( ! o!r man's
  he>t4 ,he works at fir/ to draw out   
fell[ feel+1 n to drive 8  ideas into ! 
head ( ! prospect4    ,sid5ote3 ,talk+  
,l a ,bro!r    ,! m]e pres5tation (     
?\ghts1 or m5tal pictures ( goods1 is  n
 en\gh to induce a prospect to buy4 ,!  
ma/] salesman compreh5ds  t he has to   
deal ) ! dual p]sonality ( ! individual 
he  plans to sell4 ,!re=e f ! v beg9n+ (
 8 int]view he  works to op5 ! m9d ( !  
o!r man by fir/ e/abli%+ a unity (      
human feel+ betwe5 8 own he>t & ! he>t (
 8 prospect4 ,he  uses ! emotive tone4  
,he talks l a bro!r4 ,( c\rse he is     
c>eful n to exagg]ate ?is %[ ( fell[    
feel+4 ,he uses a  he>ty tone )\t appe>+
 9 ! lea/ degree hypocritical4 ,:5  _!  
he>ts are 9 accord1 ! o!r man is prep>$ 
to agree  m5tally ) ! salesman4         
,sid5ote3 ,p[] ,pit*    ,! ?ird pit* (  
y\r voice z a salesman is ! p[] tone4 ,x
 c  be us$ skillfully to sugge/ t y h ! 

=ce requir$ to  succe$4 ,x is ! pit* t  
comes f deep d[n & t calls into  play ! 
p[]ful abdom9al muscles4 ,x is n        
necess>ily a l\d tone1  h[ev]4 ,(t5 x is
 l[1 ) a sugge/ion ( imm5se res]ve /r5g?
  beh9d x4 ,) ! p[] pit* y c comm& 9 a  
simple reque/  :i*1 spok5 9 a high]     
tone1 might be refus$ because x w\ld    
lack  ! sugge/ion ( =ce4 ,9 ord] to     
succe$1 y sometimes mu/ employ  p[]4 ,:5
 a situation requires a demon/ration (  
y\r /rong  p]sonality1 augm5t ! =ce (   
y\r words & acts by us+ ! tone  pit* t  
sugge/s ! p[] ( ! big muscles ( y\r     
wai/4    ,sid5ote3 ,:5 to ,use ,p[]     
,tone    ,employ ! emotive tone to      
convey ideas ( y\r tru?fulness & honor4 
,%[ y\r c\rtesy & k9dness ) ! he>t pit*2
 use x to manife/  y\r real desire to be
 ( s]vice to y\r prospect4 ,b sugge/ y\r
  solidity & capacity = good judgm5t by 
employ+ ! pit* ( p[]4  ,) its aid y c   
conv9ce y\r prospect ( ! endur+ quality 
(  y\r be/ *>act]i/ics2 y c d5y         
disp>agem5t or d\bt ( y\r  ability2 y w 

be able to bru% aside unf\nd$           
objections2 y c  compel respect4        
,sid5ote3 ,tone ,units    ,!            
discrim9ative use ( v>i\s units ( tone  
is z helpful 9  mak+ sugge/ive          
impressions z is ! employm5t ( "*       
pit*es4  ,! "o-tone voice does n augm5t 
! =ce ( words4 ,yes said )  b "o tonal  
unit is n ne>ly s p[]ful z ,y-es 9 two  
tones1 !  second pit*$ l[4 ,a two-tone  
,y-es ) ! second unit high-pit*$        
sugge/s ! v opposite ( pla9 ,yes4 ,x    
implies ,no1 or a  "q in/ead ( an       
affirmation4 ,sometimes x is advisable  
to sugge/  ,no :5 ! ^w itself if spok5  
bluntly w\ld give (f5se4 ,y c  convey ! 
idea ( skepticism or d5ial by us+ two   
tone units  skillfully pit*$ 9 say+     
,y-es4    ,:ile y ord9>ily c d\ble !    
effectiv5ess ( y\r tone by us+  two     
units1 & y may treble ! effect if y     
employ ?ree 7z 9 !  exclamation         
,a-ha-a671 if y attempt$ to use m ?an   
?ree units (  tone 9 any ord9>y         
circum/ances y w\ld be likely to appe>  

odd or  fanta/ic1 if n fooli%4 ,s be    
c>eful n to ov]-d ! employm5t  (        
multiple tone units to /ress y\r mean+4 
,sid5ote3 ,plac+ ,tones    ,!re is sell+
 value1 too1 9 ! plac+ ( tones 9 y\r    
m\?4 ,a  tone plac$ f> =w>d indicates   
lack ( ?\ght & in/ability4 ,x is  ! tone
 we associate ) lip judgm5ts4 ,on !     
contr>y1 hidd5  ?\ghts1 unwill+ness to  
tell all y "k1 are sugge/$ by tones     
plac$ f> back 9 y\r m\?4 ,!             
middle-(-!-m\? tone makes !  impression 
t ! voice is prop]ly balanc$1 & sugge/s 
!  associat$ idea ( m9d balance4 ,avoid 
! extremes 9 plac+ y\r  tones1 if y w\ld
 make c]ta9 ( ! mo/ effective use ( y\r 
voice  9 sell+ ideas4 ,conv9ce & p]suade
 by employ+ ! secure1  tru/wor?y tone ( 
! happy m$ium4    ,sid5ote3 ,bad ,habits
    ,und\bt$ly y h little bad habits t  
tell lies ab\t  y--habits 9 ! use (     
words1 habits ( tone1 & especially      
habits  ( action4 ,:5 y fully und]/& !  
significance ( :at y say1  & ( h[ y say 
x1 & ( ! ?+s y d--! effects  produc$ on 

o!r m5--y w />t *ang+ y\r bad           
*>act]i/ics  into good factors t w      
c]ta9ly help y to succe$4 ,s /udy       
y\rself mo/ c>efully1 9 ord] to le>n :at
 y\r habits are1 &  _! mean+s4          
,sid5ote3 ,significance ,( ,movem5ts    
,ord9>ily a man is consci\s ( 8 words & 
tones1 b he (t5  does ?+s unconsci\sly4 
,probably y realize only vaguely or n at
  all j :at y\r v>i\s actions sugge/ to 
p :o obs]ve y4  ,!re=e x is ( ! greate/ 
importance t y /udy !  significance (   
discrim9at$ movem5ts1 ge/ures1 & facial 
expressions z aids or h9drances to !    
mak+ ( true impressions (  y\r be/      
capabilities4 ,y %\ld re/rict y\rself to
 acts t make  ! be/ impressions4        
,movem5ts1 & _! results1 may be analyz$ 
"u ?ree heads3 ,poise1  ,pose1 &        
,action4    ,sid5ote3 ,poise    ,x is a 
ph5om5on ( psy*ology t ! balanc+ ( !    
body sugge/s  m5tal balance4 ,conv]sely1
 if ! body is out ( balance1 !re is !   
sugge/ion t ! m9d is no bett] pois$4 ,t 
is1 if a man _c  keep 8 balance         

physically1 we h an intuition t he is   
m5tally  (f 8 equilibrium4 ,correct     
poise ( c\rse involves correct body     
support1 & sugge/s a rightly support$   
m9d4 ,h5ce y c make !  impression1 m]ely
 by ! way y /& & walk1 t y are a p]son  
( well-pois$ judgm5t4 ,y may hurt y\r   
*ances v mu* if x  seems necess>y = y to
 prop y\r body ) y\r legs4 ,! man :o    
/&s ) 8 feet wide ap>t is out ( balance1
 & is easily tipp$  ov]4 ,! impression  
made by ! incorrect poise is t su* a man
 mu/  be unable to /& by himself l      
normal m54 ,! law ( !  association (    
ideas !n imm$iately sugge/s t 8 ?\ghts  
are  simil>ly unable to /& unless       
propp$4    ,incorrect poise ( ! body has
 ano!r bad effect 9 ! sale ( ideas4  ,x 
makes ! impression ( abnormality4 ,be+  
unusual1 x di/racts  att5tion f !       
salesman & 8 capabilities1 & turns x to 
8  lack ( balance4 ,y realize t 9 ord]  
to sell y\r ideas  effectively y ne$ !  
conc5trat$ att5tion ( y\r prospect4 ,x  
w help y to succe$ 9 life if y p]fect   

y\rself 9 !  skillful pois+ ( y\r body &
 its memb]s s t y w be able  to appe>   
p]fectly balanc$ 9 any normal position4 
,if y teet] f side to side1 or rock back
 & =? on y\r heels  :5 y are talk+ to a 
man :om y want to impress ) y\r         
/ability ( "*1 y w und]m9e ev]y?+ y say 
by :at  y d4 ,( c\rse y %\ld n /&       
/iffly4 ,y\r leg po/s are  design$ to   
s]ve z a flexible p$e/al = y\r body4    
,y\r ability to  %ift y\r weight f "o   
foot to ! o!r easily )\t los+ y\r       
balance sugge/s associat$ capability (  
y\r m9d to keep y\r  judgm5t 9 balance4 
,if y h a correctly pois$ m9d1 x c      
balance y\r body4    ,sid5ote3 ,pose    
,! poses ( y\r body1 too1 are sugge/ive 
( ideas ab\t y\r m5tal  make-up4 ,!     
quiet pose aids 9 mak+ impressions ( !  
qualities (  solidity ( purpose1 (      
calmness1 ( confid5ce1 etc4 ,! active   
pose is  sugge/ive ( en?usiasm1 =ce1    
hu/l+1 & ! l4 ,y\r pose  %\ld be suit$  
to ! vocation y h *os54 ,9 a bank1 =    
in/ance1 ! quiet pose ( assur$ effici5cy

 p]fectly suits !  atmosph]e ( safety & 
security4 ,9 a factory1 on ! o!r h&1 y  
are likely to make a bett] impression ) 
a mu* m active pose t  mat*es ! en]gy & 
spe$ ( manufactur+ op]ations4    ,y %\ld
 n1 h[ev]1 take any pose z a pret5se4   
,:atev] poses  y employ to augm5t ! ?+s 
y say %\ld be us$ z means =  ! bett]    
communication ( tru?1 n to falsify 9 any
 degree4 ,&  y w ne$ to be extremely    
c>eful le/ y ov]-d a p>ticul> pose  &   
sugge/ affectation4 ,d\btless y h       
*>act]i/ic poses4  ,analyze y\rself4    
,det]m9e :at y\r habits ( pose mean to  
o!r  p4 ,!n make su* *anges 9 y\r       
*>act]i/ic poses z w  signify only ! be/
 traits y h4    ,sid5ote3 ,action       
,next we w make a brief /udy ( actions f
 f\r viewpo9ts4    ,fir/1 ! l9es (      
action2    ,second1 ! directions (      
action2    ,?ird1 ! planes ( action2    
,f\r?1 ! t5sion or ! laxity ( action4   
,sid5ote3 ,l9es ( ,action    ,all       
movem5ts are 9 /raight1 s+le curv$1 or  
multiple curv$ l9es  ( action4 ,ea* ( ^!

 classes ( movem5ts creates a p>ticul>  
impression :5 x is p]ceiv$--an          
impression v diff]5t f t  produc$ by    
movem5ts ( ei!r ( ! o!r classes4 ,x w   
help y  greatly 9 y\r ambition to succe$
 if y und]/& ! exact  significance ( y\r
 e action along ! v>i\s l9es1 & if y    
employ intellig5tly ! "r movem5ts to    
sugge/ ! p>ticul> ideas  y wi% to       
convey4    ,! /raight ge/ure always     
indicates an appeal to m5tality4 ,use x 
to  aim ideas at ! o!r man's m9d4    ,! 
s+le curve1 or wave movem5t1 inv>iably  
d5otes feel+4 ,employ  x to rea* into ! 
brea/ ( ! o!r man & influ5ce 8 he>t4    
,! ge/ure ( d\ble curves signifies p[]4 
,x %\ld be employ$ to  dom9ate bo? ! m9d
 & actions ( ! prospect--to make him    
?9k & d ! ?+s y w4    ,sid5ote3         
,directions ,( ,actions    ,! diff]5t   
directions ( actions also sugge/ v>i\s  
ideas4 ,y\r  sell+ purpose is to get    
ideas ov] f y\r m9d to ! m9d ( !  o!r   
man4 ,x is especially important t !     
direction ( y\r  ge/ures %\ld con=m to  

y\r sales int5tion4 ,e movem5t y make   
to aid y\r purpose %\ld sugge/ y\r m5tal
 action t[>d !  prospect1 or away f     
y\rself4 ,x %\ld signify t y are tak+   
some?+ out ( y\r m9d & (f]+ x to 84 ,(  
c\rse y don't  break into 8 head ) y\r  
idea & =ce him to receive x4 ,y  j br+ x
 to ! front por* ( 8 m9d4 ,!n1 if y h   
be5  skillful 9 y\r salesman%ip1 he w   
op5 ! door ( int]e/ aft]  y r+ ! bell ( 
att5tion1 & w p]mit y\r idea to ent] 8  
?\ghts4 ,b he is unlikely to admit x    
unless by "s indication  f y to him he  
kn[s :at is expect$ ( him4    ,if y     
ge/ure t[>d y\rself :5 express+ y\r     
?\ghts1 y d n  sugge/ to ! o!r man t he 
take 9 y\r ideas4 ,in/ead y  conc5trate 
8 att5tion on y\r selfi%ness & y\r      
individual  op9ion4 ,! *>act]i/ic       
ge/ures ( ! typical old p$dl] are       
displeas+ because !y are made 9 ! wrong 
direction4 ,he holds 8  arms close to 8 
body & ge/iculates t[>d himself4 ,he    
makes !  impression t he does n h y\r   
int]e/ at he>t 9 ! lea/1  b only 8 own4 

,sid5ote3 ,affirmation ,& ,d5ial    ,an 
up-&-d[n movem5t sugge/s some?+ /&+4 ,x 
has !  associat$ significance ( vitality
 or life4 ,conv]sely1 a side-to-side    
ge/ure sugge/s simil>ity to ?+s ly+ d[n1
 lack ( vitality1 or  ! dea? ( ideas4   
,by hold+ y\rself erect y make a v      
diff]5t  impression ( y\r en]gy ?an w\ld
 be made 7 y to lean to "o  side4 ,y c  
affirm a /atem5t by an up-&-d[n movem5t 
( y\r h&  or by a nod ( y\r head4 ,y d5y
 sugge/ively ) a horizontal  ge/ure or  
by %ak+ y\r head f side to side4        
,sid5ote3 ,levels ( ,action    ,!       
significance ( action on diff]5t planes 
or levels is seldom  appreciat$4 ,!     
level ( eye action is ( especial        
importance 9  sugge/+ p>ticul> ideas4   
,:5 y look ano!r p]son 9 ! eye1 y convey
 to him ! idea (  direct m5tal en]gy4 ,y
 sugge/ ! /raight action ( y\r m9d 9    
team-"w ) 84 ,y\r eye action on ! same  
level indicates to him  t y are ?9k+ on 
! practical plane4    ,sid5ote3 ,lift+  
,prospect's ,?\ghts    ,b if y\r eyes   

repeat$ly focus above ! level ( ! o!r   
man's  eyes1 y make ! impression t y are
 an ideali/ r ?an a  practical p]son4   
,:at y say w n seem to him to apply     
directly to  8 case4 ,he w n feel !     
p]sonal1 or man-to-man contact ( y\r    
?\ghts4 ,sometimes1 h[ev]1 x is         
important to lift y\r eyes :5  talk+ to 
a prospect1 9 ord] to sugge/ t he lift 8
 ?\ghts  f ! level ( m]e selfi%ness4 ,by
 y\r sugge/ive eye action on !  upp]    
plane y may /imulate 9 him a high]      
vision ( possibilities or  an insight   
into ! future1 if he seems incl9$ to    
take a /rictly  practical view ( 8      
pres5t ne$s only4    ,:5 y look bel[ !  
eye level ( ! o!r man1 y indicate 7#a7  
mode/y1 if ! movem5t is directly d[n2   
7#b7 %ame1 if ! movem5t is  a little to 
"o side & d[nw>d2 7#c7 disgu/1 if y\r   
eyes look f>  d[n & f> to ! side4       
,sid5ote3 ,t5sity & ,laxness    ,!      
t5sity or laxness ( y\r muscles :5 y are
 9 ! pres5ce  ( a prospect w sugge/ to  
him v div]se ideas4 ,bo? t5sity &       

laxity ( muscles c be us$ to good effect
 9 sell+4 ,y\r muscles  %\ld appe>      
some:at t5se :5 y are pres5t+ ideas1 9  
ord]  to make ! impression t y\r m9d is 
fully active4 ,conv]sely1 by  normal    
relaxation ( y\r muscles :5 y are li/5+1
 y sugge/  ! receptivity ( y\r m9d & y\r
 entire read9ess to take 9 ideas  f     
outside4 ,:5 y %[ y\r muscles are       
relax$1 y also indicate  t y are        
p]fectly at ease & unafraid ( objections
 or criticism4  ,if y 7 to sit t5se "u  
criticism1 y w\ld sugge/ t y  felt !    
necessity ( fight+ back4 ,b y dis>m     
disp>agem5t (  y\r capabilities :5 y    
appe> entirely at ease :ile y li/54     
,sid5ote3 ,introduction ,to ,/udy (     
,sales ,art    ,! brief outl9e 9 ?is    
*apt] ( fundam5tal pr9ciples ( sell+    
skill1 & ( ! me?ods by :i* ideas may be 
convey$ ?r\gh  arti/ic sugge/ion1 is j  
an introduction to y\r /udy &           
compreh5sion ( ! successive /eps (      
salesman%ip practice :i* are  to be     
analyz$ 9 ! rema9+ *apt]s ( ?is book4 ,!

 limitations  ( our pres5t space h made 
x impossible to d m ?an summ>ize  "h !  
*ief factors ( art 9 sell+ ideas4 ,y w  
ne$ to ma/]  ! rema9d] ( ! book 9 ord]  
to amplify & to apply mo/  effectively 9
 practice ! g5]al pr9ciples & me?ods t h
  be5 outl9$4    ,surely y n[ are       
conv9c$ t skill 9 sell+ is n a vague    
my/]y1 n a natural gift1 n some?+       
impossible = y to  atta94 ,e elem5t (   
sales art c be analyz$ 9 detail4 ,y are 
le>n+ exactly h[ to sell ! true ideas ( 
y\r be/ capability4  ,practice ( :at y  
le>n w p]fect y\r salesman%ip4          
,sid5ote3 ,success ,c]ta9    ,!re is    
absolutely no d\bt t y c ma/] ! "r      
pr9ciples  & me?ods4 ,by cont9ual       
practice y surely c become skillful 9   
_! daily use4 ,:5 y make y\rself adept 9
 ! art1 y  c]ta9ly w be able to sell y\r
 p>ticul> qualifications  successfully4 
,,*apt] ,,iv    ,prep>+ to ,make ,y\r   
,success ,c]ta9      ,sid5ote3 ,be      
,ready ,:5 ,y\r ,*ance ,comes    ,?\s&s 
( m5 h fail$ 9 life because !y 7 n ready

 :5  _! be/ *ances = success came4 ,"s (
 ^! gold5 opportunities  slipp$ away    
unrecogniz$4 ,o!rs1 ?\gh p]ceiv$1 c\ld n
 be  grasp$4 ,! m5 to :om !y 7 pres5t$  
_h n prep>$ to hold  & use su* *ances   
:5ev] !y might arrive4    ,if y w\ld    
make y\r success a c]ta9ty1 y mu/ get   
all ready =  x 9 advance4 ,!n y w n be  
tak5 unaw>es :5 y f9d y\r  big *ance4   
,if y are ?or\ghly prep>$1 y w sight x  
quickly1  realize its full value1 &     
seize x ) complete confid5ce 9 y\r      
ability to make ! mo/ ( x4    ,be=e y   
seek x1 be sure ( y\r entire read9ess = 
! opportunity  y especially want4 ,y c  
mu* bett] af=d to wait a little :ile  = 
c]ta9 success ?an to ru%1 unready1 into 
! field ( y\r  *oice1 risk+ ! likelihood
 ( failure t c\ld be gu>d$ aga9/  by    
intellig5t prep>ation to succe$4        
,sid5ote3 ,d ,n ,/>t ,unprep>$    ,a "y 
man 0 (f]$ a position ( f9e opportunity 
) a great  bank+ h\se4 ,8 ambition 0 to 
build 8 c>e] 9 t p>ticul>  organization4
 ,b :5 ! duties ( ! pr(f]$ situation 7  

expla9$ to him1 he decl9$ to und]take !m
 at once2 ?\gh he  risk$ ! *ance t he   
might n get ano!r su* opportunity =     
employm5t by ! f9ancial in/itution ( 8  
*oice4    ,i am sorry1 he said to !     
ca%i]1 b ,i d n "k en\gh ab\t  acc\nt+  
to fill t job n[4 ,x w take six mon?s ( 
h>d "w  ev5+s to tra9 myself to fit y\r 
ne$s4 ,please give me o!r  employm5t 9 !
 bank mean:ile1 s ,i'll be able to /udy 
! job at  close range :ile gett+ ready =
 x4    ,?is 0 excell5t salesman%ip4 ,!  
c&idate sugge/$ 9 8 words1  tones1 &    
actions t he recogniz$ a real           
opportunity1 t he  compreh5d$ all x     
involv$1 t he 0 will+ to prep>e himself 
adequately1 & t he felt c]ta9 ( 8       
ability to fill ! place  aft] complet+ !
 necess>y prep>ation4    ,! bank1 h[ev]1
 0 9 imm$iate ne$ ( 8 s]vices 9 !       
position  (f]$ to him4 ,s ! ca%i]1 :o _h
 be5 v well impress$ by !  "y man's     
attitude1 told him to take ! place1 &   
(f]$ to supply  him ) an acc\ntant aide 
= six mon?s4    ,sid5ote3 ,keep+ !      

,opportunity ,op5    ,i w\ld r n1 !     
applicant p]si/$ 9 decl9+4 ,i mean to   
keep on climb+ t[>d ! top 9 ?is bank1   
once ,i get />t$2 & ,i  don't want to   
beg9 z a cripple4 ,i c\ldn't give ?or\gh
 satisfaction  n[1 ev5 ) an assi/ant on 
! acc\nt+4 ,x is n good bus9ess  = me to
 />t by mak+ a poor impression4 ,i'd    
pref] t y d n  ?9k ( me z a man = :om   
excuses ne$ to be made4 ,i wi% to       
comm5ce my "w 9 t job1 :5 ,i am ready1 )
 y\r complete  confid5ce t ,i c h&le    
x--n z a weak si/]4 ,he smil$  w9n+ly4  
,! failure ( s skillful a salesman (    
ideas 0 simply impossible4  ,!re is no  
gett+ away f su* a high quality (       
salesman%ip4 ,!  ca%i] b\ght ! pres5t & 
prospective s]vices ( ! "y man :o  _h   
demon/rat$ at ! outset 8 compreh5sion ( 
! fir/  importance ( prep>ation4 ,!     
opportunity 0 kept op5 six mon?s =  !   
applicant 9 tra9+1 :ile he fitt$ himself
 = 8 future job4  ,?is successful       
salesman ( true ideas ( 8 be/           
capabilities is n[ a  vice-presid5t ( ! 

great f9ancial in/itution4    ,b1 y say1
 suppose ! ca%i] _h be5 unable to wait1 
w\ld n  ! "y man's ov]-emphasis ( 8     
attitude on prep>ation h  prev5t$ him f 
succe$+ 9 8 ambition8    ,no6 ,a s+le   
turn-d[n _c cause ! failure ( a         
successful  salesman4 ,if t ca%i] _h n  
appreciat$ ! wor? ( !  c&idate1 an (fic]
 ( "s o!r bank c]ta9ly w\ld h _h a      
cle>] vision ( 8 value4 ,! applicant    
might h be5 balk$  tempor>ily 9 8       
ambition4 ,! be/ salesman occasionally  
has to try  & try aga94 ,b a successful 
c>e] = t "y man 0 assur$ 9  advance4 ,f 
! v />t he 0 c]ta9 to get !re4    ,on ! 
o!r h&1 if he _h risk$ mak+ a disappo9t+
 impression 9  8 new job1 he might h    
tak5 ! fir/ /ep t[>d failure4 ,suppose  
he _h begun ! "w = :i* he 0 unprep>$1 & 
!n _h made  s]i\s mi/akes due to 8      
unfitness4 ,8 record w\ld h be5         
blemi%$4 ,8 ability might h be5         
que/ion$4 ,he prev5t$ su*  possibilities
 by mak+ sure 8 prep>ation 0 adequate   
be=e he  accept$ 8 big *ance4           

,sid5ote3 ,prep>ation ,%\ld ,be         
,two-fold    ,y\r prep>ation = c]ta9    
success mu/ be two-fold4 ,y ne$ to      
prep>e y\rself 9 ability fir/ to        
p]ceive2 !n to appreciate !  full value 
( :at y see4 ,gold5 opportunities are   
all ab\t y4 ,if  y d n recognize !m1 or 
if y p]ceive b slight value 9 !  signs (
 ri* *ances to succe$1 y w fail because 
( y\r  unread9ess4    ,_m a f>m] 9      
,oklahoma curs$ 8 bad luck aft] he sold 
a f>m on  :i* a gu%] 0 lat] discov]$4 ,b
 ! oil _h be5 !re all !  "t4 ,! luckless
 f>m] simply did n p]ceive ! indications
 (  weal? "u 8 plodd+ feet2 or1 if he   
saw signs ( oil1 he did n  realize t !y 
d5ot$ ! possibility ( millions4         
,sid5ote3 ,develop+ ,p]ception          
,p]ception c be broad5$ almo/           
immeasurably4 ,! physical eye1 if       
normal & ?or\ghly tra9$1 is fitt$ to be 
all see+4 ,s c  y\r m9d be made capable 
( wide/ vision ov] all ! fields (       
possible opportunity4 ,"s are )9 y\r    
pres5t m5tal view1 o!rs  y c see only   

aft] go+ f>!r or climb+ high] 9 k4  ,!  
bigge/ possibilities ( success _c be    
compreh5d$ 9 _!  entirety by n>r[$ m5tal
 sight4    ,! fir/ ess5tial ( prep>ation
 to succe$ is t y op5 y\r  eyes fully1 &
 look all ar\nd y = ! opportunities )9  
range  ( y\r vision4 ,!re are s _m close
 at h& t y\r se>* w\ld  bett] beg9 "r   
:]e y are4 ,ev5 if ev5tually y seek f> =
  ! be/ *ance to succe$1 d s ) ?or\gh k 
( :at is  ne> by4 ,be=e y leave y\r     
pres5t environm5t1 h an intellig5t      
conviction t y are capable ( a bigg] or 
diff]5t success ?an is  to be f\nd )9   
y\r imm$iate rea*4    ,also see &       
compreh5d ! especial difficulties y w   
f9d close  at h&4 ,x does n always pay  
to rema9 9 ! old home t[n4 ,(t5  a "y   
man ne$s to g to a community ( /rang]s  
to ga9  appreciation ( 8 ability4 ,x is 
likely to be h>d = him to w9  success   
among p :o knew him z a boy & :o /ill   
reg>d him z  immature4 ,he may f9d x mu*
 easi] to succe$ 9 a neighbor+ t[n4     
,x is possible to make ! greate/ success

 turn aside f beat5  pa?s1 leave !      
accu/om$ haunts ( ! successful1 & g to a
 place  :]e no su* success ev] be=e has 
be5 e/abli%$4 ,! ,mayo  bro!rs compell$ 
_! success z _w r5[n$ surgeons to come  
to  !m at ! little city ( ,ro*e/]1      
,m9nesota4 ,elb]t ,hubb>d br\ght  fame  
to ,ea/ ,aurora1 ,new ,york1 by f\nd+   
!re 8 s*ool (  philosophy & !           
,roycr(t]s4    ,sid5ote3 ,ov]-specializ$
 ,prep>ation    ,almo/ z common z !     
mi/ake ( fir/ look+ f> afield = success 
opportunities1 is ! error (             
ov]-p>ticul>iz+ "o's orig9al            
prep>ation4 ,if y ?9k n[ t y want to be 
a lawy]1 y %\ld  prep>e y\rself         
especially by /udy+ law1 ( c\rse4 ,b y  
%\ld  n exclude prep>ation = o!r        
vocations4 ,judge ,g>y 0 ?or\ghly       
prep>$ = legal practice4 ,d\btless :5 he
 began 8 /udies ( law  he expect$ to    
cont9ue 9 8 *os5 pr(ession4 ,b he did n 
neglect  to prep>e himself 9 g5]al      
bus9ess capability4 ,s :5 8 bigge/      
*ance came1 he 0 ready to /ep out ( 8   

law practice & into a  manufactur+      
indu/ry4 ,!re he fitt$ himself = !      
position (  *ief executive 9 ! imm5se   
,unit$ ,/ates ,/eel ,corporation4    ,! 
ability ( a ma/] salesman is n limit$ to
 gett+ ord]s =  j "o l9e ( goods1 or to 
sell+ only to c]ta9 buy]s4 ,he has      
all-ar\nd sales k & skill4 ,?\gh he     
naturally sells to  bett] advantage 9 "s
 fields ?an 9 o!rs1 he c atta9 a high   
degree ( effici5cy 9 sell+ any?+        
m]itori\s1 because ( 8  broad &         
div]sifi$ prep>ation4    ,sid5ote3 ,v>i$
 & ,adaptable ,prep>ation    ,y\r       
prep>ation = all ! possibilities (      
success y may be able to  rea* h]eaft]  
%\ld be simil>ly v>i$ & adaptable2 ?\gh 
y  w be wise to specialize1 9 addition1 
by mak+ m detail$  prep>ation = !       
vocation ( y\r *oice4 ,at tw5ty ! av]age
 man  _c "k = :at he is be/ fitt$4 ,he  
may n be sure ev5 at  ?irty4 ,! />t t[>d
 ev5tual success has (t5 be5 delay$     
until  middle life4 ,to cite my own     
case1 ,i prep>$ myself especially = !   

c>e] ( a c]tifi$ public acc\ntant1 b    
f\nd my greate/ success  9 ! pr(ession (
 sell+4 ,i 0 able to grasp my bigge/    
opportunity  9 ! sales field because1   
?\gh ,i _h be5 devot+ my "t &  en]gies  
*iefly to acc\ntancy1 ,i _h /udi$ &     
practic$  salesman%ip = ye>s 9 ord] to  
m>ket my own s]vices mo/  effectively4  
,:ile prep>+ y\rself = success1 keep y\r
 m5tal eyes wide op54  ,p]ceive any &   
all *ances ab\t y1 h[ev] mu* y          
specialize 9  y\r prep>ation = a select$
 c>e]4    ,sid5ote3 ,prep>ation ,9      
,salesman%ip    ,compreh5d t prep>ation 
9 salesman%ip is necess>y1 :atev]       
vocation y *oose4 ,ma/]y ( ! sell+      
process is absolutely  ess5tial if y    
w\ld assure y\r success 9 any field (   
ambition4  ,n only mu/ y p]ceive        
opportunities to succe$1 b y also mu/   
"k h[ to sell y\rself into ! *ances y   
see4 ,no matt] h[ mu*  p>ticul>iz$ k y  
may acquire 9 prep>ation = a select$    
c>e]1 y\r success w n be assur$ until y 
are able to sell  y\r capabilities to ! 

be/ advantage4 ,y c nei!r p]ceive all   
y\r possible sell+ opportunities1 nor   
make ! mo/ ( !m :5  se51 unless y le>n !
 sell+ process & develop skill 9 !      
actual sale ( ! be/ t is 9 y4    ,broad1
 v>i$ k is requir$ z ! f\ndation = c]ta9
  success4 ,x _c be built on a n>r[ or  
limit$ base4 ,evid5tly1  h[ev]1 exactly 
! same am\nt ( k possess$ by two m5 w\ld
  n make !m equally successful4 ,z      
already has be5 emphasiz$1  success is n
 assur$ by ! m]e possession ( k1 b by ! 
effective ways 9 :i* elem5ts ( k are    
fitt$ to  opportunities4    ,sid5ote3   
,ab/ract ,& ,appli$ ,k    ,y\r ab/ract k
 may be valueless4 ,9 ord] to succe$    
c]ta9ly  y mu/ connect ! ?+s y h le>n$ )
 p>ticul> p 9  p>ticul> fields (        
activity4 ,:5 y h develop$ ! p[] (      
relat+ y\r individual ability to e      
imag9able use1 y\r m5tal  eyes w be op5$
 to _m opportunities = success t y      
o!rwise  might nev] p]ceive4 ,su* an    
association ( :at y "k & c d  ) ! v>i\s 
ways y\r capabilities might be utiliz$ w

  trem5d\sly augm5t y\r self-confid5ce4 
,:5 y realize 9 h[ _m  ways x is        
possible to use y\r especial tal5ts1 y w
 n be likely  to d\bt y\r own wor?4 ,y w
 (f] y\r qualifications = sale  )       
complete fai? 9 _! value to prospective 
buy]s4    ,sid5ote3 ,insurance ,aga9/   
,und]valuation    ,?or\gh prep>ation 9  
compreh5sion ( values is ! salesman's   
be/  protection aga9/ a p]sonal         
incl9ation1 or an outside temptation1 to
  cut prices4 ,if y\r prep>ation = y\r  
*os5 c>e] has be5 limit$  to ga9+ k1 & y
 h n /udi$ its true wor? to  e imag9able
 prospective buy]1 y w be apt (t5 to (f]
 y\r  s]vices = f> less ?an _! full     
value4 ,conv]sely sometimes y  w be     
likely to ?9k y\r s]vices are wor? m ?an
 !y really  are4 ,y may fail to close   
sales because y\r price is too high4 ,a 
pre-requisite ( good salesman%ip is ! "r
 price4 ,if y\r  prep>ation = sell+ y\r 
s]vices has be5 ?or\gh1 y w  realize !  
exact wor? ( y\r k & skill4 ,y w nei!r  
sugge/ inf]ior value by quot+ a cut     

price on y\r capabilities1 nor  dem& s  
mu* z to indicate ! *>act]i/ics (       
displeas+ egotism  or gre$4 ,if y "k :at
 y are truly wor?1 y w make ! "r  price 
on y\r real value4 ,!n y\r              
self-confid5ce 9 y\r wor? w  l5d y p[]  
to conv9ce ! o!r man t y\r s]vices w\ld 
be a  good buy = him4    ,sid5ote3 ,see+
 ,into ,opportunities    ,if y c imag9e 
all ! v>i\s uses to :i* y\r ability     
might be  put1 y w appreciate ! full    
value ( e opportunity y  p]ceive4 ,n    
only w y see ! *ances = success t are   
all  ab\t y1 b y w see into !m4 ,:5 y\r 
m9d cat*es sight  ( success *ances1 !y w
 look famili> to y because ( _!         
simil>ity to opportunities y previ\sly  
_h ?\ght ab\t &  connect$ ) y\r own     
qualifications4 ,if y are prep>$ to     
p]ceive  & to appreciate fully ea*      
indication ( a success opportunity t    
comes )9 ! range ( y\r m5tal vision1 y w
 promptly beg9  work+ a *ance = all x is
 wor?1 z if x 7 a newly discov]$  gold  
m9e4    ,sid5ote3 ,s]vice ,purpose ,9   

,prep>ation    ,possibly :at y h read   
has unduly impress$ y ) ! idea t  !     
salesman's motive 9 8 prep>ation is     
selfi%4 ,s p]haps x is  well to pause "h
 = ! rem9d] t y\r prim>y salesman%ip    
purpose %\ld be true s]vice4 ,y are     
prep>+ y\rself ?or\ghly  9 k ( y\r full 
sales value1 z a measure ( success      
insurance & self-protection4 ,x is n    
true sales s]vice to give a  buy] value 
greatly 9 excess ( ! price quot$4 ,x is 
"r = y  to make sure 9 advance ab\t y\r 
full wor?4 ,h[ev]1 ! obligation  to r5d]
 s]vice is ! pr9cipal elem5t ( "r       
salesman%ip1 &  %\ld come be=e !        
objective ( a good price4 ,prep>e !n    
prim>ily to s]ve y\r prospect4          
,demon/rate y\r true s]vice  purpose1 & 
he w give second>y consid]ation to ! co/
 (  engag+ y\r qualifications = 8       
bus9ess4    ,sid5ote3 ,pleas+ ,"*    ,y 
c s]ve be/ if y please 9 r5d]+ s]vice4  
,!re=e  prep>e y\r self1 y\r k1 & all   
y\r me?ods s t  f ! mom5t y make y\r    
fir/ impression on a prospective        

employ]1 y w please him4 ,d n prep>e = !
 int]view ) !  purpose ( pleas+ y\rself4
 ,:at y l may be di/a/eful to !  man y  
want to impress4    ,s9ce y _c tell 9   
advance :5 or :]e y may enc\nt] a       
prospective buy] ( y\r s]vices1 y w n be
 safegu>d+ e  possible *ance to succe$  
unless y we> y\r company mann]s all  !  
"t4 ,y always %\ld dress c>efully1 act )
 pa9/ak+  c\rtesy1 & conduct y\rself z  
if y might meet a ri* relation at  any  
mom5t4 ,y c]ta9ly c expect m weal? f    
mak+ y\rself  solid ) ,opportunity ?an y
 ev] are likely to be will$ by a        
millionaire uncle4 ,x w pay y mu* bett] 
to please ,opportunity 9  g5]al ?an to  
+ratiate y\rself ) any p]son 9 p>ticul>4
    ,sid5ote3 ,please ,ev]ybody ,ev]y:]e
 ,always    ,company mann]s t are j put 
on tempor>ily may be left (f on  ! v    
occasion :5 y w\ld want to appe> at y\r 
be/ if y only  knew t ,! ,gold5 ,*ance 0
 to be met4 ,!re=e prep>e to be         
*>act]i/ically pleas+ to ev]ybody1      
ev]y:]e1 & all !  "t4 ,!n1 no matt] :]e 

or :5 or 9 :at guise y come ^u          
,opportunity1 y w be sure to please )   
y\r g5u95ess4    ,innum]able great      
successes h begun ) ! mak+ ( a pleas+   
impression on "s "o ^: pres5ce & notice 
7 unkn[n4 ,y  realize t y\r success is  
practically impossible if y displease4  
,prep>ation to please is ( fir/         
importance 9 gett+ ready to  succe$4    
,y\r success 9 ! field ( y\r especial   
ambition w be  assur$ if y w9 y\r fir/  
*ance !re by mak+ an initial  pleas+    
impression & !n keep "r on pleas+4      
,cultivate grace 9 y\r movem5ts--= grace
 is pleas+ to ev]yone4  ,c>ry y\r body  
naturally1 especially y\r head2 ) su* a 
be>+  t total /rang]s w feel pleasure :5
 !y look at y4 ,be a  p]son :o pleases  
at sight4 ,x is n difficult4 ,no matt]  
:at sort  ( face y h1 if x expresses    
habitually y\r pleasure 9 liv+1 x  w    
look pleasant4 ,a look ( pleasure is    
pleas+ to o!rs4 ,y l  to see "s "o else 
enjoy+ himself ?or\ghly4 ,ev]ybody feels
 !  same way4 ,our own faces bright5 :5 

we come ^u radiant happ9ess  any:]e4    
,sid5ote3 ,details ,t ,please    ,please
 o!rs ) y\r smile4 ,x %\ld n be j an    
affect$ smirk1  b a smile ( g5u9e       
fri5dl9ess = all ! _w4 ,please by  we>+ 
inconspicu\s clo!s t are faultless 9    
ta/e1 fit1 &  cleanl9ess2 & ( a quality 
suit$ to y\r vocation4 ,%[ also t  y    
take good c>e ( :at y we>1 = t makes a  
pleas+  impression4 ,y c please 9 y\r   
dress )\t array+ y\rself 9  exp5sive    
clo!s4 ,inde$1 an ov]-dress$ man is m   
displeas+ to  ,opportunity ?an is "o    
poorly dress$4 ,!re c be no excuse =    
foppi%ness1 b a %abby neat appe>ance may
 be due to a good reason4  ,please ) !  
sugge/ion 9 y\r mann] t y are gett+     
along  well4 ,d n pret5d false          
prosp]ity1 ( c\rse2 b indicate t y  feel
 successful4 ,any "o f9ds x unpleasant  
to be 9 ! company ( a  failure4 ,if y   
w\ld succe$ h]eaft]1 avoid mak+ !       
impression  t y h n already succe$$4    
,success bre$s success4    ,sid5ote3    
,c\rtesy ,& ,polit5ess    ,be c\rte\s   

inv>iably4 ,le>n & obs]ve ! rules (     
polit5ess4  ,please by act+ ! g5tleman  
always4 ,practice c\rtesy & polit5ess  9
 y\r own home to p]fect y\rself 9 ^!    
pleas+ *>act]i/ics4  ,!n y w %[ !m      
ev]y:]e4 ,rememb] t ! re/ ( ! _w  is    
made up ( somebody else's folks4        
,c\rtesy & polit5ess are n  natural     
attributes4 ,9 ord] to make y\rself a   
ma/] salesman y ne$  to develop !m to an
 unusually high degree4 ,y may int5d to 
be  c\rte\s & polite always1 b only !   
developm5t ( ! fix$  habit w fully      
support y\r int5tion4    ,y _c be       
polite1 h[ev] c\rte\s y mean to be1     
unless y take  pa9s to prep>e y\rself ) 
k ( ! usages ( polite p4  ,9 ord] to be 
polite1 x is necess>y t y d n only !    
c\rte\s ?+1 b ! correct ?+4 ,y\r c\rtesy
 might displease  if x 7 unsuit$ to !   
circum/ances4 ,x w\ld n be polite1 =    
example1 to invite an or?odox ,jew to   
d9n] & !n to s]ve him )  a pork t5d]lo94
 ,y\r int5tion to be a c\rte\s ho/ w\ld 
n  less5 y\r (f5se aga9/ good mann]s4   

,y\r gue/ w\ld be inc5s$  by y\r        
impolit5ess1 n pleas$ by y\r c\rte\s    
int5tion4    ,sid5ote3 ,virility        
,pleases    ,no quality y h is m g5]ally
 pleas+ ?an virility--y\r man  /uff4    
,!re=e on all occasions %[ y\rself e in*
 a man4  ,moreov]1 act l a he-man4 ,nev]
 appe> sissyfi$ 9 ev5 !  slighte/       
degree4 ,sw+ y\r legs f ! hips :5 y     
walk2 don't  m9ce along4 ,! /ride ( a   
he-man is /rong & free4 ,if y\rs lacks  
! qualities ( virility1 *ange y\r habit 
( walk+4    ,:5 y make ge/ures1 move y\r
 :ole arm4 ,a wri/ movem5t sugge/s      
effem9acy4 ,x is important1 too1 t y    
tra9 y\r voice to r+  ) manl9ess4 ,ev5 a
 squeaky1 weak tone c be made to sugge/ 
man  /uff if ! words are spok5 crisply1 
& ! s5t5ces are cleanly  cut4 ,d ?+s ) !
 ease t indicates a man's /r5g?1 n )    
evid5t ef=t4 ,p]haps y h n realiz$ t by 
cultivat+ grace  9 y\r movem5ts y c make
 impressions ( y\r man p[]4 ,grace      
means ! lea/ possible exp5diture ( en]gy
 9 effici5t action4 ,a  man c accompli% 

?+s ) ease & grace t a *ild or a woman  
w\ld make h>d "w ( & d awkw>dly4        
,sid5ote3 ,pleas+ ,tones    ,a pleas+   
tone helps to assure "o's success4 ,y   
may ?9k y\r voice  is a heavy h&icap4   
,p]haps x is high pit*$ & squeaky2 or1  
on !  o!r h&1 a gr[ly bass sugge/ive (  
ill-nature4 ,aga9 x may be  falt]+ or   
ho>se4 ,su* faults are n s]i\s to a ma/]
 salesman4  ,if y\r vocal equipm5t is   
physically normal1 y\r voice c be made  
pleas+4 ,9 ord] to make y\r tones       
agreeable1 le>n to vibrate !m  naturally
 ?r\gh y\r nose4 ,a m\? tone is         
displeas+4 ,!  s-call$ nasal twang t    
s\nds s unpleasant is a m\? tone        
prev5t$ f free vibration ?r\gh ! nose4  
,humm+1 z y "k1  bo? indicates pleasure 
& is a pleasant s\nd4 ,x is produc$ )  !
 m\? clos$1 by a vibration ( ! bone     
/ructure ( ! face &  ( ! nasal cavities4
 ,c]ta9ly1 ev5 if y h a disagreeable    
voice1  y c make y\r tones hum1 & !reby 
r5d] !m m pleas+4  ,ad5oids t c\ld be   
remov$--ev5 failure to keep ! nose      

clean--may  prev5t a man f succe$+4     
,:atev] h9d]s ! free vibration (  tones 
makes displeas+ impressions ( ! speak]4 
,:5 a man has a  bad cold 9 8 head t    
blocks ! nasal passages1 8 voice rasps !
  e>s ( a he>]4    ,sid5ote3 ,avoid     
,giv+ ,displeasure    ,n only please by 
do+ ?+s t give pleasure2 also avoid  do+
 displeas+ ?+s4 ,= example1 :5 y say or 
sugge/  any?+ to ano!r p]son y want to  
influ5ce1 rememb] to be a  salesman (   
y\r ideas4 ,d n make ! impression t y   
are  tea*+4 ,no adult human be+ really  
enjoys be+ taught4 ,any gr[n  p]son     
likes to be treat$ z an equal1 & to h   
new ?\ghts  convey$ to him )\t t        
sugge/ion ( sup]ior intellig5ce :i*  is 
*>act]i/ic ( _m tea*]s :5 deal+ )       
pupils4 ,p]haps y  h he>d ,burton       
,holmes lecture4 ,8 enunciation is a    
delight 9 its  p]fection1 b he talks    
accord+ to ! diction>y s naturally  t 8 
correctness does n s\nd a bit affect$4  
,y feel at home  ) him4 ,8 diction is   
attractive to y4 ,ano!r speak] practic+ 

! same exactness ( pronunciation1 b less
 arti/ic 9 sell+ 8  ideas ) words1 might
 displease y by 8 s*ol>ly acc5ts4       
,sid5ote3 ,tact    ,sometimes x is      
tactful to speak incorrectly1 z a       
c\rtesy to ! o!r  man4 ,if 9 ! c\rse (  
y\r int]view ) a prospective employ] he 
%\ld mispron\nce a ^w1 y w\ld be        
undiplomatic to emphasize !  correct    
pronunciation 9 speak+ t ^w y\rself4 ,x 
is n  di%one/1 b truly polite to reply  
,my ad'dress is--in/ead (  pron\nc+ ! ^w
 correctly4 ,d n sugge/ by ov]-emphasis 
( "r  spee* t y wi% to pose z "o :o is  
consci\s ( 8  sup]iority1 h[ev] well y  
may realize t y are on a high] plane  ( 
intellectuality4 ,we all l a g5u9ely    
great man :o does n hold  himself alo(4 
,sid5ote3 ,prep>e ,= ,all ,k9ds ,( ,m5  
,prep>e to meet n only /rong m51 b weak 
m52 cauti\s m52 v  pr\d m52 gre$y m54   
,be ready = reckless m51 humble m51 m5  
:o  live to s]ve o!rs4 ,be aw>e 9       
advance ( ! diff]5ces 9 _!  buy+        
motives4 ,!y w n all h ! same reasons = 

giv+ or  = refus+ y a *ance4 ,h5ce be   
prep>$ to adapt y\r salesman%ip  to !   
*>act]i/ics ( ! v>i\s k9ds ( m5 y are   
likely to  meet4 ,?\gh y nev] %\ld p&]  
to an unwor?y motive1 /udy  diff]5t     
types ( "* & le>n h[ to fit y\r ability 
to !  peculi> or di/9ctive traits (     
possible buy]s ( su* s]vices z  y h =   
sale4 ,p]haps an easy-go+ employ] w     
appreciate y\r  pep z mu* z w\ld a      
hu/l]1 b he won't l x if y seem to  prod
 him ) y\r en]gy4 ,on ! o!r h&1 !       
employ] :o is a  hu/l] himself might be 
ke5ly pleas$ %\ld y keep him on ! jump  
to /ay ev5 ) y4    ,sid5ote3 ,success   
,insurance    ,be ?or\gh 9 prep>+ to    
sell y\r capabilities2 s t y\r  success 
may be insur$4 ,y ride on a fir/-class  
railroad )  confid5ce1 feel+ t e        
precaution = y\r safety has be5  tak54  
,y are at ease :5 y beg9 y\r trip2 = y  
"k t  track1 tra91 & m5 9 *>ge all are  
dep5dable4 ,because ( !  complete       
read9ess ( ! railroad = y\r j\rney1 y   
c\nt on  arriv+ safely at y\r de/9ation4

 ,y h no fe>s t y may be  wreck$ en     
r\te4    ,simil>ly y %\ld make ! mo/    
?or\gh prep>ation be=e />t+  out z a    
salesman ( ! be/ t is 9 y4 ,y h to grade
 y\r own  roadb$1 & mu/ y\rself lay !   
rails ov] :i* y\r ideas 9 tra9s  ( ?\ght
 w be c>ri$ to ! m9ds ( o!r m54 ,y are  
fireman1  eng9e]1 brakeman1 & conductor 
( ?is ,tw5tie? ,c5tury ,limit$4  ,y\r   
de/9y z a salesman ( y\rself is 9 ! h&s 
( no "o  else4 ,be=e y travel any f>!r1 
take all practicable measures to  assure
 y\r safe arrival1 )\t delay1 at !      
/ation ( ,success4    ,sid5ote3 ,/>t    
,confid5tly    ,:5 y are ?or\ghly prep>$
 to sell true ideas ( y\r be/           
capabilities1 y %\ld />t ) confid5ce t y
 w rea* !  end ( ! l9e safely & on "t4  
,don't attempt to get !re be=e  mak+    
adequate prep>ation = success4 ,rememb] 
t a railroad does  n comm5ce op]at+     
?r\gh tra9s until ! track is f9i%$4     
,if y are prep>$ n[ = ! actual />t 9    
salesman%ip--if y are  pack$ up & ready 
to leave = y\r field (                  

opportunity--,,all ,,abo>d6             
,,*apt] ,v    ,y\r ,prospects           
,sid5ote3 ,mean+ ( ,prospects    ,if y 7
 to be ask$1 ,:at are y\r prospects =   
success8 y  probably w\ld answ] by /at+ 
! ?+s y expect or hope may  happ54 ,we  
commonly say t a c]ta9 man isn't ri*1 b 
he has  prospects2 because he has a     
weal?y aunt :o is v fond ( him1 or  he  
is employ$ by a bus9ess t is gr[+ fa/1  
or he owns prop]ty  :i* seems sure to   
increase 9 value1 or "s o!r good =tune  
is  likely to befall him4 ,! lit]al     
mean+ ( prospect is look+  =w>d4 ,s mo/ 
( u h come to ?9k ( our prospects z j   
possible occurr5ces 9 ! future1 to !    
happ5+ ( :i* we may  look ahead )       
consid]able hopefulness4    ,prospects1 
9 salesman%ip has a v diff]5t mean+4 ,! 
ma/]  salesman does n reg>d himself z   
m]ely a prospectee1 b z a  prospector4  
,he ?9ks ( prospect+ z ! gold m9] uses !
 ^w  to describe 8 activities :5 he     
se>*es = valuable m9]al  deposits4      
,prospects d n j happ5 9 ! sell+ process

 (  a*iev+ success4 ,!y d n result f    
circum/ances m]ely1 b  mu/ be accumulat$
 by ! activity ( ! salesman4            
,sid5ote3 ,mak+ ,good ,luck    ,y\r     
,prospects1 z ! subject ( ?is *apt]1    
does n mean y\r  fonde/ hopes1 or       
confid5t expectations4 ,we are /udy+ !  
ways  to assure y\r success4 ,if y\r    
prospects dep5d$ on m]e happ5+s1  !y    
w\ld be highly unc]ta92 because :at y   
hope & expect may  occur1 may nev] take 
place 9 fact4 ,! ma/] salesman does n   
dep5d  on su* prospects4 ,he makes 8 own
 luck to a v l>ge ext5t by  skillful    
prospect+2 z ! tra9$ prospector = gold  
trem5d\sly  increases 8 *ances (        
discov]+ a ri* lode by ?or\ghly &       
intellig5tly inve/igat+ a m9+ region4   
,we are to consid] n[ !  prospects y are
 capable ( controll+1 ! opportunities y 
c  br+ )9 rea* by y\r own exploration ( 
possible fields (  success4    ,we w    
/udy p>ticul> ?+s y c d1 & exactly h[ to
 d  !m1 to increase ! numb] & quality ( 
y\r *ances to succe$4 ,a  tra9$         

prospector = gold has m *ances to /rike 
x ri* ?an a  gre5horn because he kn[s ! 
indications ( valuable m9]als1 & is     
skill$ 9 ! use ( t k4 ,s y\r            
opportunities = success  w c]ta9ly be   
increas$ if y "k h[ to se>* =1 to       
disc]n1  & to make ! "r use ( y\r       
prospects4    ,sid5ote3 ,prospect+ ,n   
,gambl+    ,d n ?9k1 because we h comp>$
 prospect+ 9 m9+ & 9  sell+1 t ! success
 ( ! salesman prospector1 y\r success1  
mu/ be l>gely a gamble anyway1 z is !   
case ) ! explor] =  gold4 ,h[ev]        
exp]i5c$ & skillful 9 prospect+ ! m9]   
may be1  he is v unc]ta9 ( discov]+ a   
bonanza4 ,he _c be absolutely  sure !re 
is gold 9 ! region he explores1 9 pay+  
quantities &  practicable = m9+4 ,?\gh  
he has e reason to feel confid5t (  !   
ri*ness ( a p>ticul> field1 he may      
nev]!less be s  un=tunate z n to discov]
 ! gold lode or pr(itable plac]         
deposit4 ,he is helpless to control !   
exi/5ce ( ! indications (  success4 ,!y 
are pr$et]m9$ by nature4 ,by no ef=t ( 8

 own is he  able to increase or decrease
 ! fix$ quantity & quality ( !  gold5   
*ances ab\t him4 ,he c only increase 8  
likelihood (  discov]+ gold4 ,ev5 ! mo/ 
intellig5t1 skillful prospect+ w  n make
 a m9]'s success c]ta94    ,y1 !        
salesman prospector = opportunities to  
succe$1 are n s  limit$4 ,!re are       
p>ticul> ?+s y c d1 & p>ticul> ways (   
do+ !m1 t w assure y\r f9d+ *ances to   
make sales ( !  be/ t is 9 y4 ,if y le>n
 ! sci5tific pr9ciples (  prospect+ =   
opportunities1 if y make y\rself highly 
skillful 9  look+ = & digg+ into !      
success *ances t surr\nd y  always1 !re 
w be no?+ unc]ta9 ab\t y\r prospects to 
succe$4  ,y w "k surely t y h prospects1
 j :at &  :]e !y are1 & _! full wor? to 
y4    ,( c\rse1 prospect+ is only "p ( !
 sell+ process2 s y\r  k & skill z a    
prospector w n suffice to gu>antee y\r  
complete success4 ,h[ev]1 at ?is        
prelim9>y /age y c be  c]ta9 t y\r se>* 
= ri* *ances to succe$ w n be a  b>r5   
que/4    ,! pres5t *apt] w help y to    

make sure ( ga9+ = y\rself  su*         
opportunities z lead to complete success
 9 ! field ( y\r  *oice4 ,we w obs]ve & 
und]/& h[ ! skillful salesman  prospects
 = ! purpose ( increas+ 8 sales         
effici5cy4 ,we w  /udy ! pr9ciples &    
me?ods ( prospect+ he uses successfully2
  = 8 practices1 appli$ to y\r job (    
sell+ y\rself1 w  c]ta9ly improve y\r   
*ances to succe$4 ,we w see also h[ y\r 
v be/ prospects c be creat$ by ma/]ly   
salesman%ip4    ,sid5ote3 ,h>d ,"w      
,necess>y    ,at ! outset compreh5d t no
 o!r /ep 9 ! sell+ process  involves s  
mu* h>d "w z y w ne$ to d 9 ord] to f9d 
all  y\r possible *ances ( success & to 
make ! mo/ ( !m4 ,x is  necess>y t y    
look intellig5tly1 mo/ e>ne/ly1 &       
con/antly4 ,y mu/ expect to sp5d a great
 deal ( "t & en]gy  9 y\r que/ =        
prospects4 ,s x is ess5tial to y\r      
success z a  prospector t ! inve/igation
 ( y\r field ( opportunity be  c>efully 
plann$ 9 ord] to make ! mo/ effective   
use ( ! "t  y sp5d prospect+4 ,x is     

vitally important1 too1 t y develop     
suffici5t physical /am9a to d a trem5d\s
 am\nt ( h>d "w4 ,!  gold m9] has little
 *ance to discov] ! bonanza he seeks if 
he  se>*es only a few days or weeks1 or 
if he lacks ! /r5g? &  endurance requir$
 = mak+ a ?or\gh exploration ( ! m9]al  
region4 ,simil>ly x may take a ma/]     
salesman mon?s ( unremitt+  toil to     
prospect a sale t he !n is able to close
 9 an h\r or two4    ,sid5ote3 ,! ,food 
( ,salesman%ip    ,prospect+ supplies ! 
food ( salesman%ip4 ,! salesman ?rives  
if  8 prospect+ is suffici5t & good4 ,he
 gr[s ?9 & weak to !  po9t ( failure if 
x is bad1 or inadequate 9 quantity4 ,e  
salesman  %\ld realize t prospect+      
furni%es ! n\ri%m5t =  salesman%ip1 b "s
 s-call$ salesm5 d practically no?+ to  
ensure !mselves an abundant food supply4
 ,!y m]ely absorb ! tips  t come _! way4
 ,l sponges !y sop up ! limit$ quantity 
(  sell+ *ances !y happ5 to get4 ,t is n
 ! way to fe$ "o's  ambition )          
opportunities4    ,compreh5d t y mu/    

seek actively = y\r be/ prospects4 ,y   
%\ld n /op se>*+ until y f9d :at y are  
look+ =4  ,myriads ( m5 h fail$ because 
!y did n make an e>ne/1 h>d  ef=t to    
discov] *ances to succe$1 or because !y 
did n p]si/  9 ! exploration ( _! fields
 ( opportunity4 ,y "k t o!r  m5 no m    
capable ?an y are succe$+ all ab\t y4   
,c]ta9ly1  !n1 y\r *ance exi/s4 ,seek x 
9 y\r own ?\ghts & 9 !  circum/ances (  
y\r e-day liv+4 ,put a great deal ( "t &
  toil into y\r se>*4 ,y _c af=d to loaf
 on ?is prelim9>y  job4    ,sid5ote3    
,prospect ,cont9ually ,act ,quickly     
,e mom5t y are awake %\ld be us$ 9      
prospect+2 unless x is  requir$ = "s o!r
 "p ( ! process ( assur+ y\r success4   
,!re is no ke5] pleasure ?an ! eag]1    
cont9ual se>* ( a m9]  = gold & ( a ma/]
 salesman = possible big buy]s4 ,x is   
necess>y t y feel _! ?rill+ ze/ =       
discov]y2 t y  develop _! unflagg+      
en]gy2 t y be fir$ by _! ardor =  !     
que/4 ,9 ord] to be a highly successful 
prospector y w ne$  especially a quality

 !y h 9 common--pep4    ,h[ eag]ly ! m9]
 prospector dr9ks 9 e bit ( news he he>s
  ab\t a new /rike6 ,h[ al]tly ! ma/]   
salesman li/5s to casual  gossip t holds
 a clue :i* may lead to a sale6 ,b ! m9]
 & !  salesman prospectors w\ld n b5efit
 9 any degree by :at !y le>n  ?r\gh _!  
p]ception ( prospects if !y did n !n act
  intellig5tly ^u ! clues secur$4 ,n    
only %\ld y keep y\r  eyes & e>s op5 =  
indications ( opportunities to succe$1 b
 y  %\ld be ready 9 advance to take     
in/ant advantage ( any y may  discov]4  
,:at a fool a m9] w\ld be if1 aft] f9d+ 
ri* prospects  ( gold1 he 7 to lose 8   
*ance to someone else because he did n  
"k h[ to file a m9+ claim6 ,c\ld !re be 
a great] failure 9  salesman%ip ?an     
le>n+ ab\t a big contract to be let1 &  
be+  unprep>$ to bid on x8 ,be=e do+ any
 outside prospect+1 be sure  y "k :at y 
h 9 y4 ,make c]ta9 ( y\r ability to take
  full advantage ( y\r *ances to succe$ 
:5 y come ^u !m4    ,sid5ote3 ,little   
,doors ,to ,big ,success    ,prospects t

 seem at fir/ glance to be h>dly wor?   
foll[+ may  lead to o!r prospects4      
,m]ely because y\r ambitions are big1 d 
n  neglect a *ance to make a little     
success4 ,inve/igate completely  e m9or 
prospect y f9d4 ,until y look into x    
?or\ghly1 y  _c be sure ( all t a clue  
holds4 ,! indication ( an  opportunity t
 seems ( slight importance may possibly 
lead /raight  to ! bonanza lode4    ,an 
elevator boy 9 an (fice build+ made up 8
 m9d to rise  p]man5tly 9 ! _w2 to get  
out ( ! vocation 9 :i* he 0  j go+ up & 
d[n all ! "t )\t arriv+ any:]e 9        
p>ticul>4 ,he prospect$ ! t5ants ( !    
build+1 le>n$ all he  c\ld ab\t !m1 &   
det]m9$ :o 7 ! bigge/ m54 ,he /udi$  !  
directory1 ask$ que/ions1 & f9ally      
select$ ! "o big  bus9ess man to :om he 
0 resolv$ to sell 8 capabilities4       
,sid5ote3 ,p]si/5t ,ef=t ,aft]          
,prospect+    ,?is man 0 kn[n to be     
unapproa*able4 ,s1 in/ead ( attempt+ to 
int]view him1 ! elevator boy prospect$  
to discov] 8  *>act]i/ics4 ,he f\nd out 

exactly :at qualities 7 mo/ likely to   
please 8 int5d$ employ]4 ,!n he         
cultivat$ ! tone1 mann]1 &  habits (    
action t he felt c]ta9 w\ld impress !   
difficult  prospect mo/ favorably4 ,x   
took ! resolute elevator boy ne>ly a ye>
  ( cont9ual1 skillful "w to make ! big 
bus9ess man notice him &  di/+ui% him f 
! o!r elevator boys4 ,six mon?s m 7     
requir$ to develop ! big man's att5tion 
into ?or\gh int]e/4 ,b  at ! end ( a ye>
 & a half ( fai?ful prospect+1 !        
ambiti\s  y\? ga9$ 8 select$1           
self-creat$ opportunity to succe$4 ,!re 
0 no /opp+ him aft] he got 8 />t4 ,9    
less ?an a decade he _h  sold 8         
qualifications s successfully to a gr\p 
( p[]ful  f9anci]s t he1 too1 _h become 
a multi-millionaire4    ,?is illu/ration
 ( p]si/5t ef=t to ga9 a desir$ *ance   
%\ld  help to keep y f becom+ disc\rag$ 
ab\t y\r prospects =  success4 ,be> 9   
m9d ! old1 famili> motto1 ,if at fir/ y 
don't  succe$1 try1 try aga94 ,/ick to  
y\r prospect+ :5 y "k y  are on ! "r    

lead4 ,x has be5 e/imat$ t ! busy bee   
ins]ts  its proboscis into fl[]s        
#c1fjj1jjj times to obta9 a s+le p\nd ( 
honey4 ,b ! bee is ! only insect1       
rememb]1 t lives on honey4    ,sid5ote3 
,no ,poor ,t]ritory ,= ,success    ,!   
poor salesman is apt to compla9 t 8     
t]ritory is poor4 ,!  good salesman     
makes any t]ritory good4 ,s 9 prospect+ 
y\r field (  imm$iate opportunities1    
make ! be/1 n ! wor/1 ( y\r pres5t      
circum/ances4 ,! /> base-ball play] does
 n refuse to play on !  small-t[n team  
because x isn't good en\gh = him4 ,!    
great ,ty ,cobb  fir/ made !m sit up &  
take notice 9 a bu% league4 ,und\bt$ly  
he felt !n t he 0 fit = bett] company1 b
 he put 9 8 be/  licks & play$ big-city 
ball on ! small-t[n team4 ,t 0  excell5t
 prospect+ = ! *ance he want$ ) ! be/   
clubs4 ,f  ! v beg9n+ ( 8 c>e]1 ,ty     
,cobb has us$ ma/]ly salesman%ip  to get
 across to ! _w true ideas ( 8 be/      
capabilities 9 8  *os5 field4    ,to-day
 !re is no poor t]ritory = success4     

,telegraph & telephone  & wireless      
me?ods ( communication1 electric light &
 p[]1  railroads & int]-urban c> s]vice1
 f>m tractors1 pass5g]  automobiles1    
motor trucks1 & ! airplane h s          
revolutioniz$ !  int]-relations ( m5 t  
all ! =m] great di/ances ( diff]5t      
locations & view-po9ts h be5 %ort5$     
almo/ to no?+ness4  ,! :ole _w lives n[ 
9 a s+le community ( int]e/4 ,! great   
w> has taught u t ea* individual is     
close to ev]yone else4 ,9  y\r prospect+
 = success y are n limit$ by any n>r[   
b\nd>y  ( opportunities4 ,:]ev] y are1  
newspap]s & magaz9es br+ to  y\r door   
*ances = big success4 ,if y se>* =      
prospects 9  ev]y?+ y read y %\ld be    
able to rea* out all ov] ! e>?  ) y\r   
capability4 ,an ambiti\s man ,i nev] _h 
he>d ( be=e wrote  to me at "o "t f ,s\?
 ,africa to secure a select$ t]ritory = 
! sale ( automobiles 9 a we/]n city ( ! 
,unit$ ,/ates4 ,f a  di/ance ( ne>ly    
half ! circumf]5ce ( ! e>? he got 8     
*ance  to succe$4    ,sid5ote3 ,!       

,fields ( ,opportunity ,are ,broad    ,a
 cl]k 9 a ,los ,angeles real e/ate (fice
 receiv$ a lett] f an  acqua9tance 9    
,*icago :o _h sp5t 8 summ] vacation 9   
,mi*igan4  ,! ,*icago man wrote t !     
f>m]s ( ! ,trav]se ,bay region 7  made  
ri* by a bump] crop ( potatoes j h>ve/$4
 ,! ,cali=nian  saw a *ance = success 9 
?is bit ( in=mation4 ,he work$ out 8    
idea & talk$ x ov] ) 8 employ]s4 ,he    
sold !m on x4 ,!y  s5t him ,ea/ load$ ) 
facts ab\t ! glori\s ,we/ & brim-full  (
 ,los ,angeles peptimism4 ,aid$ by cold 
wea!r 9 ,mi*igan t w9t]1  ! we/]n real  
e/ate man ev5tually sold ,cali=nia      
irrigat$  ran*es to a score ( ,mi*igan  
f>m]s :o sudd5ly _h made suffici5t      
money to retire f potato rais+1 & :o 7  
old en\gh to be  /rongly attract$ by !  
idea ( own+ & cultivat+ l& 9 a m  g5ial 
climate4 ,?us a s5t5ce 9 a lett] l$     
/raight to ! success  ( ! cl]k :o       
p]ceiv$ 8 prospects & knew h[ to make ! 
mo/  ( !m4    ,sid5ote3 ,"k ,local      
,conditions    ,:ile di/ances h be5     

bridg$ by mod]n swift means (           
communication  & transportation1 e      
locality has opportunities = success t  
are peculi> to x alone4 ,conv]sely e    
locality is h&icapp$ 9  c]ta9 ways4     
,!re=e 9 y\r prospect+ = success /udy ! 
conditions 9 y\r especial field4 ,z a   
salesman ( y\rself1 y  %\ld "k y\r      
t]ritory1 its advantages & disadvantages
 9  p>ticul> respects4 ,m5 are do+      
bus9ess 9 y\r t[n4 ,!re is no  bett] way
 to ga9 a prospect to succe$ ) a h\se 9 
y\r home  community ?an to demon/rate to
 ! head ( ! conc]n t y  compreh5d j :at 
he is up aga9/ on ! "o h&1 & on !  o!r  
:at edge he has on bus9esses 9 ! same   
l9e locat$  else:]e4 ,y c\ld make no    
worse mi/ake1 y c\ld injure y\r own     
prospects no m1 ?an by %[+ ignorance (  
local conditions1 or  inappreciation ( !
 circum/ances 9 :i* y\r prospect's      
bus9ess is  be+ conduct$4    ,sid5ote3  
,turn to ,acc\nt ,:at ,y ,le>n    ,n    
only %\ld y "k z _m facts z possible    
reg>d+  opportunities 9 y\r *os5 field2 

x is ev5 m important t1 by  ! use ( y\r 
imag9ation y relate ^! facts to         
practical ways  ( turn+ !m to acc\nt =  
y\r b5efit4 ,9 ord] to d]ive !  maximum 
( b5efit f y\r prospect+1 y mu/ make !  
be/ use  ( e item ( k y ga94 ,sometimes 
! m]e possession (  p>ticul> k w        
increase y\r *ances to succe$4 ,b almo/ 
inv>iably y c multiply ! value ( :at y  
le>n if y prospect  9 y\r own m9d =     
ideas ab\t putt+ ! facts to ! mo/       
pr(itable use4    ,d n =get t ! prim>y  
object ( true salesman%ip is s]vice to  
! o!r fell[4 ,!re=e prospect y\r own    
?\ghts ) ! purpose  ( mak+ :at y "k     
especially valuable to "s "o else1 y\r  
int5d$ employ] = in/ance4 ,9 e /ep ( !  
sell+ process y  %\ld ?9k fir/ ( h[ y c 
s]ve y\r prospect ) some?+  t he lacks &
 ne$s4    ,sid5ote3 ,prospect ,ne$s     
,surpris+ly few "y m5 :o g into bus9ess 
prospect _! fields (  opportunity to    
le>n :at is mo/ want$ !re4 ,! great     
majority take  up special pr(essions or 
ent] select$ indu/ries j because !y  wi%

 to d *os5 ?+s4 ,! ma/] salesman1 h[ev]1
 adapts himself  to ! circum/ances &    
requirem5ts ( 8 cu/om]s1 ev5 at !       
sacrifice ( 8 p]sonal incl9ations4 ,he  
c\ld n succe$ if he sold  only :at he   
want$ to sell1 or if he conf9$ 8        
salesman%ip ef=ts  to a limit$ numb] (  
buy]s because he lik$ !m & dislik$ o!rs4
  ,9 ord] to assure y\r success1 y mu/  
le>n to l to d :at is  mo/ ne$$ to be   
done1 & le>n to l to s]ve :oev] lacks   
:at  y c supply4 ,!re=e prospect y\r    
fields ( opportunity to le>n  :at       
capabilities are pr9cipally ne$$4 ,if y 
w\ld make y\r success  z easy z         
possible1 look ab\t y fir/ to det]m9e ! 
dem& =  su* s]vices z y are able to     
r5d]4    ,sid5ote3 ,sometimes ,g ,!     
,r\nd-,ab\t ,way    ,p]haps y\r         
prospect+ w indicate t x is advisable = 
y to  g a r\nd-ab\t way to y\r goal (   
ambition2 because ! direct r\te  is     
beset ) great difficulties4 ,a "y doctor
 wi%$ to specialize 9  bact]iology4 ,he 
realiz$ t x w\ld take ! sav+s ( a great 

_m  ye>s ( g5]al m$ical practice to     
equip a complete laboratory ( 8  own4   
,accord+ly he discont9u$ ! practice ( 8 
pr(ession2 ?\gh  he w5t on ) 8 /udies4  
,he engag$ 9 bus9ess = five ye>s4 ,?us  
9 a comp>atively %ort "t he e>n$ ! money
 he ne$$ to enable  him to devote ! re/ 
( 8 life to bact]iological rese>*4      
,sid5ote3 ,racial ,*>act]i/ics          
,diff]5t t]ritories or fields (         
opportunity h v>i\s  *>act]s1 l diff]5t 
p4 ,x is important to /udy especially  !
 racial types y are likely to enc\nt]4  
,_m a man has atta9$  success by        
accumulat+ discrim9ative k reg>d+ !     
national  peculi>ities ( ! ,lat9        
peoples1 ,slavs1 ,teutons1              
,anglo-,saxons1  ,magy>s1 etc4    ,!    
,italian has /rong likes & dislikes 9   
colors & patt]ns (  goods4 ,to be a good
 salesman 9 deal+ ) him1 y %\ld "k 8    
pref]5ces & prejudices4 ,if y le>n :at  
colors & patt]ns are  mo/ favor$ 9 !    
,little ,italy ( y\r city1 y may be able
 to  employ ?is bit ( k to help y v mu* 

9 influ5c+ y\r  fell[-resid5ts (        
,italian desc5t4    ,y are aw>e ( !     
effect produc$ on ! majority ( ,iri%m5  
by !  color gre54 ,b take c>e to le>n   
:e!r ! ,iri%m5 ^: political  help y w\ld
 l to w9 are f ! ,s\? or ! ,nor? ( !    
,em]ald ,isle4 ,!y may be ,orangem51 & y
 might que] y\r  prospects by go+ among 
!m we>+ a gre5 necktie4    ,le>n y\r    
facts ) discrim9ation2 !n use !m        
re/rictively 9  ! circum/ances :]e !y w 
be mo/ effective 9 promot+ y\r  success4
    ,sid5ote3 ,tempor>y ,conditions     
,prospect to le>n n only p]man5t        
conditions 9 y\r field (  opportunity1 b
 also any tempor>y conditions t might   
affect y\r  *ances to succe$4 ,m5tal &  
emotional waves sweep ov] ! c\ntry  &   
ov] local communities at times4 ,billy  
,sunday's revivals 9 v>i\s  great cities
 br\ght success opportunities to        
p>ticul> bus9esses1  b _h injuri\s      
effects on o!rs4 ,y %\ld take su*       
factors into  acc\nt :5 /udy+ y\r       
prospects4    ,! manufactur]s ( t       

successful innovation1 ! ,s]vice ,flag1 
took advantage ( ! sudd5 dem& = su* an  
emblem4 ,:5 w> came1  !y saw into !     
future & p]ceiv$ a new lack4 ,b ! ne$ = 
,s]vice ,flags 0 tempor>y4 ,be=e ! w>   
end$ !y 7 display$  ev]y:]e4 ,to-day    
none are se54    ,n[ !re has come into  
exi/5ce ,! ,am]ican ,legion1 :i* seems  
c]ta9 to be a great political & social  
p[] 9 ! ,unit$ ,/ates  = g5]ations1 z 0 
! ,g4,a4,r4 aft] ! civil w>4 ,any man :o
  hopes = political success 9 ! c\rse ( 
! next ?irty or =ty  ye>s mu/ prospect !
 ?\ghts & feel+s ( ! vet]ans (          
#aiag-ah4    ,sid5ote3 ,analyze         
,individuals    ,y w h specific z well z
 g5]al prospects4 ,h5ce x is  ess5tial t
 y supplem5t y\r /udy ( conditions ) !  
analysis ( individuals4 ,/udy m5 ) !    
greate/ c>e1 especially  ! "o man or    
gr\p ( m5 ^u :om y want to impress ideas
 ( y\r  capabilities4 ,le>n all y c     
reg>d+ ! p]sonal *>act]i/ics  ( !       
individual to :om y hope to sell y\r    
s]vices or goods4  ,y\r k ( 8 traits &  

peculi>ities1 y\r famili>ity )  8 life  
purposes & hobbies1 may assure y a *ance
 to succe$ )  him t o!rwise y c\ld n    
get4 ,a fri5d ( m9e is ! presid5t  ( a  
big ice company1 b he is n s mu* int]e/$
 9 cool+  p's food z 9 w>m+ _! he>ts ) 8
 g5u9e bro!rhood  = all m54 ,!re isn't  
mu* prospect = anybody to sell him a    
cold  bus9ess proposition1 ev5 ?\gh he  
is a deal] 9 ice4    ,sid5ote3 ,hobbies 
,d n1 h[ev]1 make a hobby ( hobbies4    
,only ! big hobbies (  y\r man are wor? 
especial /udy4 ,nev] h>p on any ( 8     
little  idiosyncracies4 ,he may be      
s5sitive ab\t be+ ecc5tric4 ,x is bad   
salesman%ip to pret5d an int]e/ 9 ano!r 
p]son's :ims4 ,y  _c use 8 hobbies to   
help y\r prospects unless y %>e 8       
feel+s to a consid]able degree4 ,my     
fri5d :o believes & practices  ! doctr9e
 t all m5 are bro!rs w\ld be sure to    
detect quickly a  false humanit>ian b5t 
on a selfi% purpose to exploit 8 hobby4 
,z already has be5 emphasiz$1 ! object (
 ! good salesman :5  prospect+ is to    

discov] ! lacks ( m5 :o might b5efit f !
  ?+s he has to sell4 ,if y are look+ = 
y\r prospects ) t  s]vice purpose1 y h  
tak5 a long prep>atory /ep 9 ! process  
( sell+ y\r qualifications4 ,f9d !      
employ] :o ne$s y\r be/  ability1 & y\r 
success w be assur$ ! mom5t y get into 8
  m9d ! true idea t y are ! man he has  
be5 look+ =4    ,sid5ote3 ,prospect     
,lacks    ,und\bt$ly y "k m5 to :om     
success has come because !y made  o!r m5
 realize !y fitt$ into p>ticul> ne$s4 ,a
 "y  acqua9tance ( m9e =esaw t a        
manufactur] w\ld want an assi/ant  )9 a 
ye> or two2 ?\gh ! executive himself 0  
unaw>e t he  0 develop+ su* a ne$4 ,my  
acqua9tance got a m9or job "u him 9     
ord] to make a good impression 9        
advance4 ,long be=e ! head ( !  bus9ess 
realiz$ t he 0 break+ 9 a confid5tial   
assi/ant1 !  "y man _h qualifi$ = !     
position he _h p]ceiv$ 9 prospect4      
,y\r *os5 employ] may n "k ( ! lack t y 
h prospect$  9 8 bus9ess4 ,he may n h ! 
lea/ idea t he wants y4  ,prospect+ 8   

ne$s is "p ( y\r job z a salesman (     
y\rself4    ,an exp]t acc\ntant sold    
himself into a f9e position z ! auditor 
(  a great corporation by anticipat+ t !
 ,company w\ld ne$ to h  its sy/em (    
book-keep+ revolutioniz$ 9 ord] to      
prep>e = !  ,f$]al income tax4 ,he      
prospect$ :at 0 com+ to t bus9ess2 !n   
sold ! presid5t compreh5sion t he lack$ 
an exp]t acc\ntant he  0 go+ to ne$     
badly be=e long4    ,"o ( my own        
exp]i5ces z an acc\ntant illu/rates !   
value (  specific prospect+4 ,:5 ,i 0   
/udy+ acc\ntancy1 ,i b\ght e            
au?oritative publication on ! subject4  
,= "o set ( =ty books ,i  _h to s5d to  
,london4 ,ea* volume relat$ to ! peculi>
 acc\nts1  t]ms1 etc4 ( "o bus9ess4 ,!re
 0 a book on brew]y acc\nt+1  ano!r on  
commission h\se acc\nt+1 & s on ?r\gh ! 
li/ (  =ty bus9esses4 ,to ea* volume ,i 
aft]w>d ow$ at lea/ "o cli5t4  ,=       
in/ance1 ,i got a commission to make a  
co/ survey = a tobacco  company1 l>gely 
because ,i 0 able to conv9ce ! presid5t 

t ,i  knew a good deal ab\t ! tobacco   
bus9ess4 ,i talk$ intellig5tly to  him  
reg>d+ ! processes ( 8 indu/ry4         
,sid5ote3 ,reasons ,beh9d ,habits    ,:5
 y prospect an individual's p]sonal     
qualities1 traits1 or  hobbies1 d n /op 
aft] le>n+ ! facts4 ,/udy out ! reasons 
beh9d habits & op9ions4 ,x may help y   
only a little to "k t  y\r int5d$       
employ] is a ,republican or a ,democrat2
 t he is  cons]vative or radical 9 8    
social op9ions4 ,b y\r *ances (  success
 9 deal+ ) him w be greatly increas$ if 
y "k  exactly :y he belongs to "o or !  
o!r political p>ty1 & !  reason he is a 
/&-patt] or a progressive4 ,use k (     
:y's & :]e=e's ) ! skill ( a salesman   
b5t on secur+ an  ord] f a prospective  
buy]4 ,b be sure y get ! fundam5tal     
facts1 = (t5 appe>ances are deceiv+4    
,sid5ote3 ,y\r ,p]sonal ,responsibility 
,:5 y look = prospects 9 y\r select$    
field (  s]vice-opportunities recognize 
y\r p]sonal responsibility = !          
successful developm5t ( ! *ances y f9d4 

,be=e y beg9  prospect+1 realize t :at y
 make ( y\r opportunities is solely  up 
to y4 ,assume all ! responsibility = y\r
 own success2 !n y  w h no excuse to    
blame any "o else if y fail4 ,%\ld ?+s n
  g z y wi%1 say ,x's my own fault1 &   
feel t way4 ,! true  salesman nev]      
apologizes to himself4 ,s if y h n f\nd 
y\r  prospects1 or if y h n made ! be/  
use ( ! *ances y h  discov]$1 kick at ! 
man :o is responsible4 ,don't get sore  
on !  _w at l>ge4    ,sid5ote3          
,foll[-ups    ,p]haps :at has be5 said  
?us f> has ov]-emphasiz$ ! process (    
prospect+ = ! fir/ *ance to succe$4     
,maybe x sugge/s to y  t if "o c get an 
op5+1 ! h>de/ "p ( ! ef=t to assure     
success w h be5 accompli%$4 ,b a        
successful c>e] 9  salesman%ip is n     
built on s+le ord]s clos$4 ,! ma/]      
salesman  keeps on sell+ ! same buy] &  
develops him into a /eady cu/om]4  ,he  
cont9ues all ! :ile to prospect ! ne$s (
 t buy]1 j z  ?or\ghly z if he 7 plann+ 
8 fir/ approa*4    ,y\r initial success 

%\ld be complet$ by aft]-s]vice4 ,9 ord]
 to  cont9ue progress+ t[>d y\r goal1 y 
mu/ deliv] ! goods  "r along4 ,y _c keep
 y\r success gr[+ unless y prospect     
unremitt+ly = m & bett] opportunities to
 r5d] s]vice4 ,give  satisfaction 9 l>g]
 am\nt & improv$ quality f mon? to mon?1
  & ye> aft] ye>4 ,if y w\ld cont9ue to 
succe$1 look ahead always  = m prospects
 & seek 9 ea* ( !m new *ances to broad5 
y\r  usefulness4    ,sid5ote3 ,! ,art ( 
,prospect+    ,if y prospect skillfully 
7) art71 y\r *ances to f9d :at y  seek w
 be rem>kably increas$4 ,s look = y\r   
prospects  *e]ily4 ,be frank &          
expressive 9 y\r que/4 ,%[ y\r          
sympa!tic side1 & ?us appeal to ! k9d]  
t5d5cies ( o!r  p4 ,! be/ way to avoid !
 _w's coldness is by w>m+  ev]ybody y   
meet ) y\r own cordiality4 ,be c\rte\s4 
,especially  cultivate ! art ( talk+ ) p
 in/ead ( at !m4 ,use  tact & judgm5t 9 
deal+ ) y\r prospects4    ,?\s&s ( m5   
are %ut away f ! op5 m9ds & he>ts ( o!rs
  by doors ( concealm5t & res]ve4 ,y ne$

 to op5 su* doors4 ,y  c d x only by    
frankness on y\r own "p1 :i* w induce p 
to feel l tell+ y _! secrets4 ,frank    
expression ( y\r  op9ion1 provid$ x has 
a s\nd f\ndation1 w (t5 draw out !      
hidd5 op9ions ( o!rs & reveal to y      
prospects t y might  nev] discov]       
unaid$4 ,d n1 h[ev]1 be dogmatic or     
arbitr>y 9  say+ :at y ?9k4 ,speak y\r  
beliefs casually4 ,!n y w n  disc\rage  
^? hone/ diff]5ces ( op9ion t enlight5  
"o's own  ideas4    ,rid y\r face (     
%>pness if y w\ld be a good prospector =
 y\r  be/ *ances to succe$4 ,avoid !    
cutt+ edge 9 y\r voice &  mann] :5 y    
make inquiries ab\t opportunities y     
seek4 ,y are  likely to be mo/ effective
 9 prospect+ if y cultivate an easy     
attitude ( fri5dl9ess4 ,! ma/] salesman 
does n set 8 jaw :5  prospect+4 ,he uses
 curv$1 in/ead ( /raight l9e ge/ures to 
supplem5t 8 words4 ,he sugge/s a        
ball-be>+ disposition1 n  corn]s4       
,sid5ote3 ,sympa!tic ,attitude    ,be a 
good mix] :5 look+ = y\r prospects4     

,le>n ! art (  companion%ip4 ,! fir/    
ess5tial is fell[ feel+4 ,!re=e d n  g  
ab\t ) a *ip on y\r %\ld]1 b ) y\r face 
a-smile &  y\r palms op5 to (f] & to    
receive h&-clasps4 ,sympa?ize ) !       
ambitions ( o!r m51 ) _! hopes & dreams4
 ,rememb] t ea*  "p ( e "w ( man1 h[ev] 
sub/antial & endur+ x n[ may  be1 0 once
 no m ?an a figm5t ( ! imag9ation ( "s  
"o's  m9d4 ,s d n be altoge!r practical 
:5 prospect+4 ,x is a  mi/ake to neglect
 to prospect visions4    ,sid5ote3 ,h a 
,lead]    ,:5 ! ma/] salesman prospects1
 he uses v effectively a lead]  idea4 ,y
 "k h[ aggressive /ores adv]tise lead]s 
t draw trade  9 o!r ?+s4 ,y\r prospect+ 
( y\r v>i\s capabilities %\ld  enable y 
to decide :i* ( y\r qualifications w    
make ! mo/  effective lead] 9 ! case ( a
 c]ta9 employ]4 ,d n expect him to      
p]ceive all y\r m]its imm$iately4       
,conc5trate 8 att5tion &  int]e/ on "o  
or two elem5ts ( y\r fitness to fill 8  
especial  ne$s4 ,prospect to make sure  
:i* ( y\r possible lead]s w\ld be  mo/  

likely to influ5ce him 9 y\r favor4 ,!n 
use ^! select$  elem5ts ( y\r "* v      
prom95tly to op5 ! door ( y\r  initial  
*ance4 ,c\ntless successes h be5 f\nd$  
on well *os5  lead]s4    ,a little bake 
%op 9 ,*icago competes successfully     
to-day ) a great  *a9-/ore company t has
 an imm5se e/abli%m5t directly across  !
 /reet4 ,! %op sells z its lead]s       
home-made ,engli% t>ts t  no *a9-/ore   
c\ld supply4 ,^! draw buy]s = groc]ies &
 o!r  goods ! *a9-/ore sells mu* *eap]1 
b :i* ! pur*as]s (  t>ts ord] ) _! pa/ry
 r ?an cross ! /reet & divide  _!       
m>ket+4    ,sid5ote3 ,summ>y    ,n[ let 
u summ>ize ,y\r ,prospects4 ,!y are n f>
 away nor f>  ahead 9 "t4 ,!y are 9 y\r 
own h&s "r n[4 ,y _c fail  9 life if y  
recognize & use mo/ effectively all !   
opportunities  available to y at pres5t4
 ,y suff] f no lack ( *ances to  succe$4
 ,y only ne$ to op5 y\r physical eyes & 
! eyes ( y\r  m9d to see f9e prospects e
 day4 ,!n if y imag9atively  relate y\r 
abilities to :at y p]ceive1 & plan h[ y 

c fit  y\rself into a *os5 place ( real 
s]vice1 y w h begun !  sell+ process    
successfully4 ,at ! outset ( y\r c>e] x 
is  possible = y to r$uce difficult     
ob/acles to tempor>y set-backs  t y c   
get ar\nd or ov]come4    ,sid5ote3      
,success ,a ,matt] ,( ,fractions    ,!re
 is only a n>r[ m>g9 ( diff]5ce betwe5  
success & failure4  ,success is a matt] 
( fractions & decimals1 n ( big units4  
,a few  ?\s& ,am]ican soldi]s & m>9es   
turn$ ! tide ( ,g]man victory  at       
,*ateau ,?i]ry4 ,x is ! la/ /raw t      
breaks ! camel's back4    ,if y beg9 !  
sell+ process by ! f9e/ prospect+1 &    
keep  on ) equal effectiv5ess ?r\gh\t   
all ! foll[+ /eps (  salesman%ip1 y w   
ga9 s _m m *ances ?an y o!rwise  c\ld   
get t y\r success 9 ! end w be assur$4  
,! ma/]  salesman works ) c]ta9ty t he w
 secure 8 quota ( ord]s4  ,he kn[s 9    
advance t he w succe$2 because he kn[s  
sure ways to  sell4    ,good prospect+  
is j a natural process1 intellig5tly    
compreh5d$4  ,x is nei!r my/]i\s nor    

h>d4 ,x is "o ( ! prelim9>y1  und]/&able
 ways to make success n only sure1 b    
easy to  atta94          ,,*apt] ,,vi   
,ga9+ ,y\r ,*ance      ,sid5ote3 ,gett+ 
,inside ,! ,door    ,we w assume t y h  
qualifi$ y\rself to succe$2 t y  h      
develop$ y\r be/ capabilities 9 k1 9    
manhood1 & 9  sales skill2 t y h        
complet$ ! g5]al prep>ation necess>y  to
 assure y\r success 9 m>ket+ y\r        
p>ticul> qualifications2 &  t y also h  
le>n$ h[ to f9d & to make ! mo/ ( y\r   
prospects4 ,aft] ^! prelim9>ies y are   
ready to take ! next /ep  9 ! sell+     
process1 & to beg9 putt+ y\r            
capabilities1 & :at  y h le>n$ f        
prep>ation & prospect+1 to specific use 
9  actual sell+4    ,9 ord] to succe$1 y
 mu/ n only be qualifi$ = "s  p>ticul>  
s]vice "w1 b y also ne$ *ances to       
demon/rate  y\r capabilities &          
prep>$ness = effective s]vice4 ,if y /& 
all y\r life 9 complete read9ess =      
success b outside ! door (  opportunity1
 y w be a failure despite y\r           

exceptional  qualifications &           
prep>ations = h&l+ *ances to succe$4 ,x 
is  necess>y t y get inside ! door4 ,we 
w /udy n[ ! sure  ways & means (        
entrance4    ,sid5ote3 ,! ,salesman's   
,advantage ,ov] ! ,buy]    ,"o great    
advantage ! skillful salesman has ov]   
ev5 ! be/ buy]  is t he c plan          
completely :at he w d & h[ he w d  x to 
accompli% 8 sell+ purpose4 ,! prospect  
is unable to  anticipate :o w call ^u   
him next2 s x is impossible = him to    
avoid be+ tak5 unaw>es by ea* salesman4 
,he c make only g5]al  & ha/y           
prep>ations at ! mom5t to deal ) !      
p>ticul>  individual :o comes int5t on  
secur+ 8 ord]4    ,! good salesman1     
h[ev]1 works out 9 advance ! mo/        
effective ways  & means to pres5t 8     
proposition4 ,ea* move 9 ! process (    
sell+ 8 ideas to a prospect is c>efully 
/udi$ & practic$  be=eh&4 ,! effects (  
diff]5t words & tones & acts are        
exactly weigh$4 ,:5 ! ?or\ghly prep>$   
salesman calls on a  possible buy]1 he  

has 9 m9d a flexible program ( proc$ure 
)  :i* he is p]fectly famili> & :i* he c
 adapt skillfully to  v>i\s conditions t
 8 imag9ation has enabl$ him to         
anticipate4  ,h5ce ! ma/] salesman      
usually is able to control ! situation1 
no  matt] h[ %rewd ! prospect may be2   
because ! salesman's *ance to  plan     
assures him a great advantage ov] !     
unprep>$ or incompletely  prep>$ o!r    
p>ty to ! sale4    ,sid5ote3 ,dom9ate ,!
 ,int]view ) ,confid5ce    ,if y w\ld   
likewise dom9ate ! man to :om y want to 
sell y\r  capabilities1 prep>e plans (  
approa* to 8 int]e/ be=e call+  on him2 
9 ord] to make sure ( pres5t+ y\r       
qualifications mo/  /rongly4 ,he c      
oppose y\r salesman%ip ) b comp>atively 
weak  resi/ance2 because he has _h no   
su* opportunity z y to get all  ready = 
?is int]view4 ,! skillful salesman is   
confid5t t he  c control ! sell+ process
 he beg9s4 ,:5 y seek a select$  *ance =
 ! success y desire1 y %\ld feel simil> 
assurance (  ability to sell y\r        

s]vices4 ,y w possess ?is feel+ if y    
prep>e y\r plan ( approa* z ! ma/]      
salesman gets ready =  8 int]view ) a   
prospective buy]4    ,sid5ote3 ,! ,two  
,entrances    ,y h to make two di/9ct   
entrances 9 ord] to ga9 y\r desir$      
*ance to succe$4 ,y ne$ to get y\rself  
into ! pres5ce ( !  employ] y h select$4
 ,!n x is ess5tial t y get ! true  idea 
( y\r capabilities & prep>$ness into 8  
m9d4 ,y\r  approa* to 8 att5tion &      
int]e/1 !re=e1 involves a d\ble         
process4 ,x is important t y plan       
intellig5tly ! mo/ skillful  ways &     
means ( mak+ ! two entrances2 ?r\gh !   
physical &  ! m5tal clos$ doors t n[ %ut
 y out f ! opportunities  y h prospect$ 
& desire to ga94    ,no ma/] salesman   
w\ld call on an important prospect be=e 
plann+  9 8 own m9d h[ to take !        
successive /eps ( ! int]view  expect$4  
,nor w\ld a ma/] salesman neglect to ?9k
 out 9 advance  sev]al specific me?ods (
 gett+ pa/ any physical b>ri]s he might 
enc\nt] betwe5 ! out] door ( ! g5]al    

(fice & ! inn]  sanctum ( ! man he mu/  
meet face to face 9 ord] to close a     
sale4    ,sid5ote3 ,ord9>y ,way ,(      
,gett+ ,job    ,b :5 ! unskill$ salesman
 ( 8 own capabilities seeks a           
situation1 he usually neglects to make  
c>eful1 detail$ plans to rea*  8        
prospect 9 ! mo/ effective way4 ,he does
 n prep>e to create  ! p>ticul>         
impressions t w\ld be mo/ apt to assure 
him !  att5tion & int]e/ ( ! employ] ^u 
:om he calls4 ,ne>ly always  :5 a man   
out ( a job answ]s an adv]tisem5t or    
foll[s up a clue to  a possible op5+ = 8
 s]vices1 he ?9ks ! mo/ important ?+  is
 to get !re fir/4 ,! only advantage he  
hopes to ga9 ov] o!r  applicants is a   
position at ! head ( ! l9e4    ,h y ev] 
/opp$ to analyze ! m5tal attitude ( an  
employ]  t[>d ! half doz51 doz51 or     
score ( m5 :o answ] 8  adv]tisem5t = !  
s]vices ( "o man8 ,he ?9ks1 ,"h are a   
lot (  fell[s out ( jobs4 ,probably mo/ 
( !m are no good1 or !y w\ldn't  be out 
( jobs4 ,!y are compet+ = ?is place4    

,ea* sees !re are  pl5ty ( o!rs :o w be 
glad to h x4 ,!re=e x is likely  t ,i c 
get a man )\t pay+ him mu* to />t )1 &  
he  probably won't be v indep5d5t = a   
:ile aft] ,i hire him4 ,i'll  take my   
pick ( ! lot1 & keep ! names & addresses
 ( two or  ?ree o!rs 9 case he doesn't  
make good4    ,sid5ote3 ,%e>+ ,! ,%eep  
,!n ! employ] calls 9 ! applicants z if 
!y 7 s _m %eep  to be %e>$ by %>p       
cross-exam9ation4 ,practically e c&idate
  ent]s ! private (fice ) a consid]able 
degree ( %eepi%ness 9  8 feel+s1 :e!r he
 tries to appe> at ease or n4 ,! employ]
  fir/ eyes him 9 ke5 appraisal4 ,he !n 
proce$s briskly to clip (f  facts ab\t  
him4 ,! man sitt+ beh9d ! desk          
absolutely dom9ates  ! situation4 ,he   
f9i%es 8 que/ion+1 & disposes ( !       
applicant z he pleases4    ,:at *ance to
 ga9 ! desir$ opportunity = s]vice does 
ea*  c&idate h 9 su* an uncontroll$     
process ( gett+ a job8 ,he has  "o-six?1
 or "o-twelf?1 or "o-tw5tie? ( a *ance =
 success2  accord+ to :e!r !re are six  

or a doz5 or a score ( applicants4      
,also1 practically )\t exception1 m5 :o 
come seek+ a position &  f9d t x has be5
 fill$ make no fur!r ef=ts to secure !  
opportunity = :i* !y h appli$2 ?\gh !   
successful c&idate  may n make good & ! 
position may soon be vacant aga94 ,y\r  
own  exp]i5ce & obs]vation h made       
famili> to y ?is common way (  look+ =  
jobs4 ,y "k t 9 su* cases ! employ] has 
all !  advantage4 ,c]ta9ly ! applicants 
:o try to ga9 a *ance to "w by  ?is     
me?od use no salesman%ip at all4        
,sid5ote3 ,! ,salesman's ,me?od    ,h[  
w\ld a salesman c&idate = su* a         
situation proce$8 ,fir/1 he  w\ld avoid 
! mi/ake ( pres5t+ himself z m]ely "o ( 
a cr[d  ( compet+ applicants4 ,he w\ld  
make 8 p>ticul> p]sonality /&  out4     
,be=e call+1 he w\ld d "s prospect+ to  
discov] j :at  capabilities 7 ne$$ to   
fill ! position adv]tis$4 ,!n he w\ld   
plan diff]5t ways ( tackl+ ! prospective
 employ]4 ,:5 all  ready1 b n be=e1 he  
w\ld g to ! address4    ,if he %\ld f9d 

a cr[d !re1 he w\ld n m]ge ) x4 ,he w\ld
  avoid /at+ 8 bus9ess imm$iately 9 !   
out] (fice1 r ?an  id5tify himself ) !  
o!r c&idates wait+4 ,he w\ld h a plan   
to get an int]view lat]1 aft] ! disp]sal
 ( ! cr[d4 ,if he  %\ld be told !n t !  
position _h be5 fill$1 he w\ld g "r     
ahead ) 8 sell+ program reg>dless ( !   
rebuff4 ,he w\ld  proce$ to sell ! boss 
! idea t he 0 an especially well  fitt$ 
man = ! job4 ,he w\ld assume t no "o    
else c\ld give su*  satisfaction4       
,nev]!less ! employ] might feel t he _h 
no place op5 = !  late/ c&idate4 ,9 ?is 
ev5t ! applicant w\ld demon/rate )      
salesman%ip t he 0 ! sort ( p]son x is  
wor? :ile = any  bus9ess man to keep    
track (4 ,su* a real salesman ( 8 own   
capabilities1 if put (f = ! "t be+1 w\ld
 be reasonably sure to  get 8 desir$    
*ance ! next "t t employ] might require 
su*  s]vices z he c\ld supply4          
,sid5ote3 ,a ,salesman ,co/ ,cl]k    ,a 
"y acqua9tance ( m9e want$ to secure a  
*ance 9 ! (fice (  a prom95t manufactur+

 corporation1 "u a c]ta9 executive :om  
he  reg>d$ z ! mo/ capable bus9ess man 9
 ! city4 ,! company _h  adv]tis$ = a    
m9or cl]k 9 ! co/ dep>tm5t1 :i* 0 manag$
  by ! p>ticul> executive4 ,my          
acqua9tance call$1 & f\nd sev5  o!r     
applicants wait+ 9 ! g5]al (fice4 ,he   
did n jo9 !m1  b s5t 9 8 c>d to ! busy  
head ( ! co/ dep>tm5t ) !  p5cil$       
reque/1 ,may ,i see y = tw5ty seconds 9 
ord] to make a  p]sonal inquiry8 ,he 0  
promptly admitt$ to ! private (fice1 &  
!n /at$ 8 purpose 9 call+4 ,he 0 c>eful 
to be extremely  brief4    ,my "n is    
,james ,a4 ,w>d4 ,i believe1 ,mr4       
,blank1 ,i am ! man y want  = ! cl]k%ip 
9 y\r co/ section4 ,9 ord] to save y\r  
"t1 may  ,i h p]mission to make "s      
inquiries ( ! *ief cl]k 9 t  dep>tm5t1  
to le>n j :at qualifications are requir$
 & :at !  "w is8 ,!n :5 y talk ) me1 x w
 be unnecess>y = y to  expla9 details4  
,sid5ote3 ,secur+ ,a ,/&-9    ,tak5     
unaw>es1 ! executive 0 n prep>$ to      
refuse ! c\rte\s  reque/4 ,moreov]1 he 0

 impress$ ) ! di/9ctive attitude ( !  "y
 man4 ,he in/ruct$ t ! c&idate be tak5  
to ! co/  dep>tm5t4 ,!re my acqua9tance 
made an excell5t impression on !  co/   
acc\ntant & sev]al cl]ks4 ,?us 9 advance
 ( any o!r  applicant he secur$ a /&-9 )
 a numb] ( p]sons :o might  influ5ce !  
judgm5t ( _! *ief 9 select+ a new man4  
,:5 he  _h le>n$ ! nature ( ! "w to be  
done1 ,w>d did n make !  mi/ake ( ?ru/+ 
himself aga9 into ! sanctum4 ,in/ead1 he
 wrote a  note to ! executive on :om he 
_h call$ fir/4         ,de> ,mr4 ,blank3
         ,i "k n[ exactly :at ! job 9 ! 
co/ dep>tm5t is1 & t       ,i c fill x4 
,b ,i %\ld l to ?9k ov] ! be/ ways to   
give y complete satisfaction1 be=e talk+
 ) y ab\t x4       ,please telephone to 
me at ,ma9 #dfhc :5 x w be conv5i5t =   
y to see me4                            
,respectfully1                          
,james ,a4 ,w>d4    ,! "y man s5t 8 note
 into ! private (fice & left at once4   
,!re n[ 7 n9e applicants on ! anxi\s    
seat 9 ! reception  room4 ,w>d did n wi%

 to be ask$ to wait 8 turn4 ,he felt    
sure !  executive w\ld inquire ( ! co/s 
manag] ab\t him1 & he got away  f !     
(fice quickly s t !re w\ld be an        
opportunity = 8  *os5 prospective       
employ] to receive ! full effect ( !    
good  impression made 9 ! co/ dep>tm5t4 
,sid5ote3 ,giv+ ,opportunity ,a ,*ance  
to ,cat* ,up    ,my acqua9tance 0 n at  
all worri$ le/ "s o!r c&idate be  *os5 9
 8 abs5ce4 ,! measures ( salesman%ip he 
_h tak5 made x  practically c]ta9 t !   
executive w\ld n employ any "o else     
be=e talk+ to him4 ,w>d w5t to 8 room & 
wait$ = !  telephone call he 0 sure w\ld
 come4 ,:ile he sat expect+ x1 he  us$ !
 "t to ?9k out ! be/ ways to approa* !  
big man )  :om he want$ to "w4    ,!    
salesman c&idate 0 summon$ 9 ab\t an    
h\r4 ,none ( !  applicants ahead ( him  
_h come prep>$ ) any def9ite plans4     
,!re=e my acqua9tance1 :o knew 9 advance
 j :at ! conditions  7 & :o _h decid$   
exactly h[ he w\ld pres5t 8 p>ticul>    
capabilities1 f\nd x easy to secure !   

*ance he desir$4 ,he is  e>n+ a sal>y ( 
f\r ?\s& doll>s a ye> n[1 & is on 8 way 
up to a five-or-six-figure job4 ,he w   
get !re1 z sure z  %oot+4 ,a salesman l 
t _c be kept d[n4    ,sid5ote3 ,turn+   
,failure ,into ,success    ,i ask$ ,w>d 
"o day :at he w\ld h done if ! telephone
 call he  expect$ _h n come4 ,he repli$ 
t he w\ld h gone to see !  executive    
next morn+ anyh[1 & t he _h plann$      
c>efully h[ he  w\ld approa* him4       
,i'd h s5t 9 a note t ,i 0 ready to     
report "s ideas ,i _h  work$ out reg>d+ 
8 co/-keep+ z a result ( ! ?9k+ ,i _h   
done s9ce le>n+ 8 sy/em4 ,he w\ldn't h  
refus$ to see me1 ev5  if he _h hir$ "s 
"o else mean:ile4 ,!n ,i'd h told him ! 
v  ?+s t got me ! job4 ,!y w\ld h assur$
 me a *ance 9 8  (fice1 :e!r he _h a    
place = me "r !n or n1 ,w>d ass]t$      
positively4 ,if t plan ( m9e hadn't     
succe$$1 he am5d$1 ,i'd  h kn[n he      
wasn't ! k9d ( man ,i want$ to "w =1    
aft] all4  ,b x turn$ out exactly z ,i  
knew x w\ld1 my fri5d end$ ) a  gr94    

,c y imag9e a man ( su* sales ability   
fail+ to get a *ance  almo/ any:]e8 ,yet
 ,w>d did only :at any "o1 ) a little   
=e?\ght1 might h done 9 ! circum/ances4 
,analyze ! sell+  process he us$1 & y w 
p]ceive t !re 0 no?+ m>vel\s  ab\t x--x 
0 all p]fectly natural4 ,is !re any good
 reason :y  y _c employ simil> me?ods to
 ga9 ! *ance y want8    ,sid5ote3       
,s]vice ,purpose is ,ess5ce (           
,salesman%ip    ,let u dig into :at ,w>d
 did1 & f9d ! ess5ce ( 8  salesman%ip 9 
! ways & means he employ$ to assure 8   
two  entrances1 to ! pres5ce & into !   
m9d ( ! executive4 ,he 0  successful    
pr9cipally because he made ! impression 
t he _h come  ) a purpose ( r5d]+ real  
s]vice to ! o!r man4 ,8 plan (  approa* 
assur$ him ! opportunity he want$       
because x 0 design$  to s]ve ! head ( ! 
dep>tm5t 9 8 ne$ = p>ticul>             
capabilities4 ,v r>ely w any "o refuse a
 ne$$ s]vice4 ,s1  com+ ) a purpose (   
s]vice1 ,w>d made c]ta9 9 advance t he  
w\ld be welcom$ to 8 opportunity4 ,!    

ess5ce ( a successful plan  ( approa* to
 ! m9d ( any prospect is a c>efully     
?\ght-out idea  ( h[ to supply him )    
exactly :at he lacks4    ,j z ! s]vice  
purpose well plann$ is ! key to ! door (
 a  man's m9d2 s is x ! ,op5 ,sesame to 
8 pres5ce4 ,plan h[ to  br+ to !        
att5tion ( a prospect y\r real s]vice   
motive 9 com+  to him1 & h[ at ! same "t
 y c indicate to him y\r  capabilities2 
!n y w be z sure z 0 my +5i\s           
acqua9tance  t no (fice door w long     
rema9 clos$ to y4 ,y only ne$ to  use ! 
processes ( ! ma/] salesman to ga9 any  
*ance y want4  ,y w succe$ almo/ always 
9 y\r imm$iate object2 & if y are       
unsuccessful 9 y\r fir/ or second sales 
attempt y w be  absolutely c]ta9 to get 
"s o!r good opportunity v soon4         
,sid5ote3 ,make a ,vacancy ,= ,y\rself  
,x is n necess>y to wait until ! employ]
 = :om y h *os5  to "w adv]tises a job4 
,y %\ld plan ways & means ( ga9+ an     
entrance into 8 bus9ess organization1   
reg>dless ( any vacancy he  may h 9 m9d4

 ,plan exactly h[ y c s]ve him4         
,prospect = a  ne$ t he may n realize   
himself4 ,aft]w>d "w out a p>ticul>     
me?od ( %[+ him cle>ly :at he lacks1 & t
 y are !  man to fill ! vacancy y       
y\rself h discov]$ & reveal$ to  him4   
,an eld]ly man :o 0 d[n on 8 luck & :o1 
on acc\nt ( 8 grey  hair1 _h be5 unable 
to get v>i\s k9ds ( "w he _h s\ght1     
devis$ a novel plan ( approa* t ga9$ him
 a covet$ *ance 9 a  big dep>tm5t /ore4 
,he came to ! ma9 (fice & rea*$ ! sales 
manag] )\t difficulty by appe>+ to be j 
a cu/om] ( !  /ore4 ,!n he :isk$ f "u 8 
coat a pa/ebo>d sign on :i* he  _h      
pr9t$1 ,,port] ,,want$--,,to ,,keep     
,,sidewalk ,,clean4    ,i'm aft] t job1 
sir1 he expla9$ 8 pres5ce4    ,! sales  
manag] wav$ ! old man away4    ,y're 9 !
 wrong place1 he said curtly4 ,employm5t
 (fice is on  ! top floor4    ,i made ! 
sign myself1 ! applicant decl>$1 /&+ 8  
gr\nd4  ,! employm5t manag]--y--no "o 9 
?is /ore has realiz$1 ,i  ?9k1 h[ fil?y 
y\r sidewalk is4 ,if y w come d[n ) me &

  look at x1 ,i'm sure y w want to h x  
clean$ & w in/ruct  t ,i be giv5 !      
*ance4 ,x is hurt+ y\r sales1 z x is n[4
 ,kept  clean1 z ,i w\ld keep x1 x w\ld 
be a f9e adv]tisem5t ( !  /ore's        
policies1 & w\ld help sales4    ,! old  
man's plan ( entrance ga9$ him 8 initial
 opportunity4 ,he  swept ! sidewalk only
 two weeks4 ,!n ! sales manag] made a   
place  = him beh9d a c\nt]1 :]e he is   
s]v+ cu/om]s )  satisfaction to-day4    
,sid5ote3 ,di/+ui%+ ,*>act]i/ic ,(      
,ma/]ly ,salesman%ip    ,y w recall t 9 
a previ\s *apt] ! ability to discrim9ate
  0 /at$ z ! di/+ui%+ *>act]i/ic (      
ma/]ly  salesman%ip4 ,! ability to      
p]ceive diff]5ces1 & skill 9  emphasiz+ 
!m1 w assure success 9 sell+ ei!r ideas 
or  goods4    ,!                        
discrim9ative-re/rictive /udy ( any?+ is
 c]ta9 to give "o  a mu* cle>] & m      
def9ite und]/&+ ( x ?an c\ld be  secur$ 
by a /udy ( its lik5ess to some?+ else4 
,if1 :5  describ+ two p1 y comp>e _!    
po9ts ( resemblance1 y  d n pa9t a cle> 

picture ( ei!r4 ,b if y re/rict y\r     
comm5ts to ! diff]5ces 9 _! features1 y 
w portray a  pretty def9ite m5tal image 
( ea*4    ,sid5ote3 ,diff]5t ,ways ,w9  
,y h be5 giv5 sev]al examples ( ways &  
means to ga9 an  entrance into ! pres5ce
 & into ! m9d ( an employ]4 ,y w  note t
 ea* applicant re/rict$ 8 plans (       
approa* to  me?ods t 7 entirely diff]5t 
f ^? ord9>ily us$  9 gett+ a job4 ,!    
purpose ( ! salesman 9 e case 0 to  br+ 
out ! diff]5ce betwe5 him & compet+     
c&idates = !  situation4 ,! sell+       
processes describ$ 7 successful because 
discrim9ative-re/rictive pr9ciples (    
skill 7 employ$ to br+  to ! att5tion & 
int]e/ ( ! prospect ! s]vice            
capabilities  ( ! "o applicant1 9       
di/9ction f all o!rs4    ,:5 y plan to  
ga9 ! *ance y mo/ want1 y c assure      
y\rself  ( success if y w "w out 9 y\r  
own m9d h[ to d some?+  effective t is  
diff]5t f ! me?ods commonly us$ 9       
attempts  to ga9 opportunities1 & t w   
impress y\r real s]vice purpose  9      

apply+ = y\r *ance4    ,fir/ ?9k out    
cle>ly :at ! o!r man ne$s4 ,di/+ui%     
exactly  9 y\r ?\ghts betwe5 :at is     
lack+ 9 8 organization1 & :at  he       
already has4 ,!n :5 plann+ to ga9 an    
entrance to ! pres5ce  & ! m9d ( y\r    
prospect1 re/rict y\r ?\ghts to ways &  
means  ( indicat+ & sugge/+ t y "k      
precisely :at s]vice is  want$4 ,prep>e 
to %[ him t y don't h m]ely a vague1    
indef9ite idea ( a job l o!r jobs4 ,plan
 to indicate t y  are n j ab\t ! same z 
ord9>y m5 :o apply = positions4  ,be    
ready to make ! fir/ impression t y are 
a p>ticul> man  ) individual ideas &    
di/9ctive capability4 ,if y c prove  t1 
y w be c]ta9 to ga9 y\r *ance ?r\gh good
 salesman%ip  ( ! true idea ( y\r       
qualifications4    ,sid5ote3 ,plan      
,approa* ,to ,fit ! ,p>ticul> ,man      
,:5 plann+ 8 approa*1 ! ma/] salesman   
comb9es 8 e>li]  "w ( prep>ation & 8    
prospect+4 ,he re-organizes 9 8 m9d all 
! in=mation he previ\sly has ga9$ = 8   
own b5efit4 ,n[ he  reviews 8 k f !     

/&po9t ( ! prospect4 ,he plans to  use  
:at he has le>n$ 9 ! ways t seem to him 
mo/ likely to fit  ! m5tality1 impulses1
 feel+s1 conditions1 & real ne$s ( ! man
  he wants to influ5ce to accept 8      
proposition4    ,hav+ ?us plann$ to fit 
8 k to an individual prospect1  !       
skillful salesman arranges con/ructively
 9 8 own m9d  p>ticul>1 def9ite po9ts ( 
contact ) ! m9d ( ?is "o o!r  man4 ,he  
plans re/rictively4 ,t is1 he works out 
only ! approa*  ideas t are likely to   
fit ! *>act]i/ics ( ! c]ta9 man on  :om 
he int5ds to call4 ,he also disc>ds ways
 & means t are n  especially adapt$ to  
?is prospect4    ,sid5ote3 ,diff]5t     
,effects on ,diff]5t ,p    ,( c\rse !   
ma/] salesman purposes to make ! be/    
possible  impression always2 b he       
recognizes t words1 tones1 & actions    
:i* w\ld create a favorable impression  
on "o prospect might make an  opposite  
impression on ano!r4 ,= in/ance1 a jolly
 mann] &  expression help 9 ga9+ an     
entrance to ! fri5dly consid]ation (  a 

good-natur$ man1 b w\ld be likely to    
affect a cynical dyspeptic              
disagreeably4    ,! intellig5ce & skill 
us$ by ! ma/] pr(essional salesman (    
goods 9 plann+ ways & means to ga9 8    
sales *ances1 c be us$  9 ! same way j z
 effectively by y :5 plann+ y\r  approa*
 to ! pres5ce & m9d ( any "o relat$ to  
y\r  opportunities = success4 ,be=e y   
apply = ! job y want1 or  be=e y pres5t 
y\r qualifications = promotion or an    
increas$  sal>y1 make 9 advance a       
discrim9ative selection ( ideas t w  be 
likely to prove mo/ effective 9         
accompli%+ y\r purpose )  y\r employ]   
prospect4 ,!n1 :5 y int]view him1       
re/rict y\r  pres5tation ( y\r case to  
^! discrim9atively select$ /rong  po9ts 
( y\r p>ticul> capability4    ,sid5ote3 
,contra/ ,selfi% & ,s]vice ,purposes    
,y %\ld sugge/ contra/s betwe5 y\rself &
 ord9>y job seek]s  or employees4 ,:5 y 
pres5t y\r qualifications = a promotion 
or  = a raise1 y w be sure ( succe$+ if 
y are able to get  across to y\r        

employ]'s m9d ! true idea t y\r s]vices 
9 !  future may be diff]5t & des]v+ ( m 
rew>d ?an ! s]vices  = :i* y h previ\sly
 be5 paid4    ,:5 an employee asks = m  
money because o!r m5 are be+ paid  high]
 wages 9 ! same (fice1 or because he has
 prospects ( bett]  pay else:]e1 or ev5 
because ( increas$ co/s ( liv+1 he makes
 an  unfavorable impression on ! man f  
:om he reque/s a raise4 ,8  purpose 9   
pres5t+ 8 claims is evid5tly selfi%4 ,he
 appe>s to be  look+ out only = ,numb]  
,"o1 & ! employ] naturally looks out  = 
8 ,numb] ,"o :5 respond+4 ,by us+ me?ods
 t sugge/ a  :olly selfi% purpose1 !    
applicant decreases 8 *ances ( ga9+  :at
 he desires4 ,yet mo/ employees ask =   
raises 9 j ?is way4    ,sid5ote3 ,!     
,quid ,pro ,quo    ,contra/ ! impression
 made :5 an employee approa*es ! boss ) 
a  c>efully plann$ demon/ration ( 8     
capability = increas$  s]vice1 z ! basis
 ( a proposal t he be promot$ or giv5 a 
high] sal>y4 ,he comes into ! old man's 
(fice ) an attitude  t produces a       

favorable impression4 ,:5 he expla9s    
exactly :at he  is do+1 or c d if       
p]mitt$1 t is des]v+ ( m rew>d ?an  he  
has be5 receiv+1 he pres5ts ! idea ( a  
quid pro quo to 8  prospect1 j z !      
salesman ( goods pres5ts ! idea ( value 
9 fair ex*ange = price4    ,if ! s]vice 
n[ be+ r5d]$ by ! employee1 or ! new    
s]vice he  wi%es p]mission to r5d]1 is  
really wor? m money to ! employ]1  !    
applicant = a raise is practically c]ta9
 to get x1 provid$ he  has *os5 a fair  
boss4 ,&1 ( c\rse1 a good salesman (    
himself does  n g to "w 9 ! fir/ place  
until he has prospect$ ! squ>5ess  &    
fair-m9d$ness ( ! employ]4    ,sid5ote3 
,! ,saleswoman ,secret>y    ,a "y woman 
0 employ$ 9 a secret>ial capacity %ortly
 be=e !  _w w> began4 ,9 ! c\rse ( !    
next two ye>s h] sal>y 0  volunt>ily    
d\bl$ by h] employ]4 ,b h] necess>y     
exp5ses  increas$ 9 proportion2 s %e 0  
able to save no m money 79  pur*as+ p[]7
 ?an x w\ld h be5 possible = h] to put 9
 !  bank if !re _h be5 no increase ei!r 

9 h] e>n+s or 9 ! co/  ( liv+4 ,t is1 if
 ! w> _h n happ5$1 & %e _h cont9u$  at  
"w = two ye>s )\t any raise at all1 %e  
w\ld h be5  practically z well (f at !  
end ( t "t z %e actually f\nd  h]self ) 
h] d\bl$ pay4    ,z ! mon?s ( h]        
employm5t pass$1 %e _h made h]self      
progressively mu* m valuable to h]      
employ]4 ,%e 0 r5d]+  him n[ a v l>ge   
am\nt ( high-grade s]vice4 ,b 9 effect  
%e  0 be+ paid no m money ?an :5 %e 0   
engag$4 ,! "y  woman knew h] employ]    
int5d$ to be fair ) h]4 ,und\bt$ly he   
felt he _h treat$ h] well by volunt>ily 
d\bl+ h] sal>y 9 two  ye>s4 ,if %e _h   
gone to him & _h ask$ = m pay 9 ! mann] 
( ! ord9>y applicant = a raise2 if %e _h
 /at$ h] reque/  )\t skillfully %[+ !   
diff]5ce betwe5 actual conditions &  8  
misconception ( ! facts2 %e likely w\ld 
h made an unfavorable  impression4 ,b %e
 0 a good saleswoman ( h] ideas4 ,%e    
made a  discrim9ative-re/rictive plan ( 
approa* to ga9 h] object1 & us$         
fir/-class sell+ skill to get into h]   

employ]'s m9d a true  conception ( h]   
wor? to him4    ,sid5ote3 ,op5+ !       
,boss's ,eyes    ,%e compil$ f h] budget
 ! exact am\nt ( increas$ liv+ co/s4  ,!
 comp>ative figures ( two ye>s %[$ t h] 
necess>y exp5ses  7 approximately d\ble 
:at !y _h be5 be=e ! w>4 ,!n %e  us$ !  
p]c5tage ratio to demon/rate 9 neat     
typewrit+ t  approximately all ( h]     
sal>y increases _h gone to "s "o else1 &
  _h n rema9$ 9 h] h&s4 ,on ano!r %eet  
%e typ$ a summ>y (  ! mo/ important     
bus9ess responsibilities %e c>ri$ = h]  
employ] at pres5t1 b :i* %e _h n be5    
qualifi$ nor tru/$ to  be> :5 %e 0 fir/ 
engag$4 ,! secret>y br\ght ! two        
exhibits  to ! desk ( ! bus9ess man1    
laid !m be=e him ) brief  explanations (
 :at !y repres5t$1 & conclud$ ) a simple
  p]sonal /atem5t :i* %e word$ mo/      
c>efully4    ,sid5ote3 ,! ,approa* ,t   
,comm&s ,respect    ,mr4 ,blank1 ,i "k y
 mean to be p]fectly squ>e ) me4 ,s ,i  
want  y to realize :at has be5 ! actual 
pur*as+ p[] ( ! sal>y ,i  h receiv$1 &  

:at ,i h done ) x4 ,?is p]c5tage slip   
%[s  t my additional pay 0 all us$ =    
additional exp5ses4 ,i h be5  unable to 
increase my sav+s4 ,i really h be5 paid 
only = ! same  k9d ( s]vices ,i 0 able  
to r5d] :5 y employ$ me4 ,n[ ,i "k  h[  
to d all ^! additional ?+s4 ,%e po9t$ to
 ! li/ typ$ on  ! second %eet ( pap]4 ,9
 effect1 ,i hav5't be5 paid any?+ =  !m1
 y see4 ,i am sure y h n appreciat$ !   
diff]5ce betwe5  ! increas$ s]vice ,i h 
r5d]$1 & ! buy+ p[] ( !  raises y h     
meant to give me b :i* h all gone to "s 
"o  else4 ,please /udy ^! li/s4 ,i      
believe y w feel t ,i am  e>n+ a l>g]   
sal>y & really am wor? m to y ?an two   
ye>s  ago4    ,h] diff]5t approa* ga9$ !
 secret>y n only an imm$iate  increase (
 fifty p] c5t 9 h] sal>y2 b five hundr$ 
doll>s back  pay t h] fair-m9d$ employ] 
0 conv9c$ %e %\ld h  receiv$4    ,su* an
 approa* comm&s ! respect ( ! prospect4 
,x is !  approa* ( an equal1 n ( an     
inf]ior4 ,s greatly does x r$uce !      
*ances ( failure t ! salesman is        

practically c]ta9 to succe$  9 8        
purpose4    ,sid5ote3 ,initiative ,is   
,y\rs    ,recognize t ! initiative 9    
ga9+ y\r *ance %\ld be 9 y\r  own h&s4  
,d n wait = any opportunity to come to  
y4 ,g to x4  ,g prep>$ to control !     
situation y h plann$ to create1 b be    
ready also to meet unexpect$            
possibilities4 ,! object ( ! ma/]       
salesman 9 8 prep>ation is n only to    
make ! sell+ process  easy1 b also to   
meet any difficulties he c =esee t may  
arise to block him4 ,he is ready to take
 full advantage ( favorable  conditions 
he has plann$ to meet1 & is equally     
ready = turn-d[ns4  ,if y use !         
discrim9ative-re/rictive me?od to ga9   
admission to  ! pres5ce & into ! m9d (  
y\r prospect1 x is altoge!r  unlikely t 
y w be d5i$ ! *ance y seek4 ,nev]!less g
  load$ = refusals4 ,be ready ) ! quick 
come-back to e  turn-d[n y c imag9e4    
,a cl]k 9 a real e/ate (fice want$ an   
opportunity to prove t he  0 capable (  
sell+4 ,times 7 v h>d1 & ! firm _h      

flatly  ann\nc$ t x w\ld n promote      
anybody or grant any raises4 ,b  ?is    
cl]k1 :o _h made up 8 m9d to secure a   
salesman's job1  c>efully prep>$ a plan 
( approa* be=e he w5t to ! presid5t's   
(fice4 ,8 o/5sible purpose 0 to get a   
raise2 s he _h work$ out  an +5i\s reply
 to e objection he c\ld imag9e 8 employ]
  might make to pay+ him m money4 ,b he 
really want$ a diff]5t  job1 n j a l>g] 
sal>y4    ,sid5ote3 ,come-backs ,to     
,turn ,d[ns    ,he tackl$ ! old man at a
 select$ "t :5 he knew ! presid5t  w\ld 
n be busy4 ,"o aft] ano!r1 9 quick      
succession1 he came back  at e reason   
giv5 = turn+ him d[n on 8 application = 
additional pay4 ,f9ally ! corn]$ employ]
 /at$ frankly t !  cl]k 0 entitl$ to a  
raise1 b z frankly said x c\ld n be     
grant$ because ( g5]al bus9ess          
conditions4 ,! applicant1 hav+  ga9$ 8  
imm$iate object by prov+ 8 wor?1 !n     
swit*$ to !  second "p ( 8 plan (       
approa*4    ,i didn't expect m money =  
my cl]ical "w1 b hav5't ,i prov$  to y  

by ! way ,i h&le turn-d[ns t ,i possess 
! qualifications  ( a salesman8 ,x w\ld 
be j z h>d = a prospect to say ',no' to 
me  z x has be5 = y4 ,i don't want a    
raise4 ,i want a *ance at sell+  real   
e/ate4 ,give me a draw+ acc\nt equal to 
my pres5t sal>y1 &  ,i'll e>n x 9       
commissions4 ,i'm go+ to make x h>d =   
anybody to  get away f me aft] ,i tackle
 him to buy a lot or a h\se4    ,( c\rse
 ! cl]k got 8 *ance4    ,sid5ote3 ,t\*  
,t5d] ,spots    ,ano!r important detail 
( good salesman%ip 9 plann+ to approa*  
opportunities to succe$1 is t\*+ ! t5d] 
spots ( !  subord9ates 9 ! (fice ( ! big
 man y want to rea*4 ,also plan  to t\* 
t5d] spots 9 him4 ,y c d x ) a c\rte\s  
b[1 or  ) ! tone ( respect4 ,employ !   
p]sonal appeal--t is1 make  contact     
betwe5 y\r p]sonality & ! p]sonality ( !
 o!r  p>ty y desire to influ5ce4 ,!re is
 no bett] way ?an by  manife/+ y\r real 
fri5dl9ess4 ,"o :o comes z a fri5d is   
able  to feel & to appe> at ease4 ,!    
be>+ ( p]fect ease makes !  excell5t    

impression ( true equality 9 manhood1 & 
helps v  greatly 9 ga9+ = "o a *ance to 
succe$4    ,sid5ote3 ,/r5g? &           
,res\rcefulness    ,sometimes           
self-respect w require y to use v =ceful
 me?ods to  secure ! opportunity y      
desire4 ,a snippy cl]k may refuse y     
admittance to ! private (fice4 ,! big   
man himself may s5d out ^w  t he w n    
receive y1 or p]haps he w attempt to    
dismiss y  brusquely aft] y are grant$  
an audi5ce4 ,s be prep>$ to manife/  y\r
 /r5g?1 z well z y\r res\rcefulness1    
%\ld su* =ce  ( p]sonality be ne$$ 9 any
 imag9able situation4 ,if y h  plann$   
exactly h[ y w %[ y\r /r5g?1 y w make ! 
impression :5 y manife/ x actually t y  
are /rong 9 fact1  & n j a bluff]4 ,(t5 
y c prove y\r /r5g? by look+  ano!r     
p]son fe>lessly 9 ! eye4    ,sid5ote3   
,f\r ,ess5tials ( ,good ,approa*    ,x  
is evid5t f :at has already be5 outl9$ t
 to make a  successful approa* "o ne$s  
p>ticul> qualifications4 ,!re are f\r   
ess5tials3 ,fir/1 m5tal al]tness 9      

p]ceiv+2 ,second1 good  memory = reta9+ 
! impressions receiv$2 ,?ird1           
con/ructive  imag9ation 9 plann+ !      
approa*2 ,f\r?1 fri5dly c\rage 9  secur+
 an audi5ce & 9 mak+ ! actual approa* to
 ! m9d (  ! o!r man4    ,all y\r s5ses  
mu/ be wide awake if y are to p]ceive e 
po9t  ( diff]5ce t c be us$ effectively 
to sell y\r p>ticul>  ideas 9 contra/ ) 
ord9>y ideas4    ,x is necess>y n only t
 y see di/9ctions cle>ly1 b t  y be able
 to rememb] !m in/antly1 :5 y ne$ to use
 !m 9  sell+ y\r ideas4    ,y _c make   
any c]ta9ly successful plan to deal ) a 
future  possible *ance unless y         
cultivate y\r p[] ( imag9ation by  work+
 out 9 advance e conceivable situation t
 may be  anticipat$4    ,& all y\r o!r  
capabilities 9 ga9+ y\r *ance w be ( no 
avail if y\r purpose meets resi/ance2   
unless y are equipp$  be=eh& ) fri5dly  
c\rage1 ! k9d ( real brav]y t is        
likable4    ,sid5ote3 ,g5ius    ,x is   
highly important to y\r success t y be  
able to make !  impression t y are a    

p]son ( g5ius4 ,g5ius1 analyz$1 is no  m
 ?an ! exceptional application ( natural
 ability to do+ "w4  ,application dem&s 
complete att5tion4 ,att5tion leads to   
discrim9ation4 ,discrim9ation           
conc5trates1 ( c\rse1 ^u !  recognition 
( diff]5ces4 ,& diff]5tiation dep5ds    
pr9cipally ^u  s5se tra9+ 9 al]tness4   
,unless a s5se is v ke51 x _c make      
di/9ctions %>ply4 ,s we get back to !   
prim>y necessity (  develop+ all y\r    
s5ses & ( keep+ !m wide awake to p]ceive
  & act ^u *ances = success4            
,sid5ote3 ,memory    ,y\r discrim9ative 
p[] ( p]ception w be well-nigh valueless
 to  y1 h[ev]1 if y are unable to recall
 :5ev] ne$$1 all !  po9ts ( diff]5ce    
possible to utilize 9 y\r salesman%ip4  
,!re=e  y %\ld tra9 y\r memory4 ,we w n 
enl>ge j n[ ^u ?is  factor ( ! process (
 mak+ success c]ta92 because 9 previ\s  
*apt]s & also 9 ! companion book1 ,!    
,sell+ ,process1 !  "r me?ods ( develop+
 a good memory are indicat$4            
,sid5ote3 ,con/ructive ,imag9ation    ,!

 value ( con/ructive imag9ation1 n only 
9 plann+ y\r  entrance to ! physical    
pres5ce & into ! m9d ( ! prospect1 b    
all ?r\gh y\r salesman%ip1 _c be ov]    
emphasiz$4 ,if y are to  ga9 y\r *ance )
 ano!r man1 y mu/ be able to see imag9>y
  future situations1 ?r\gh 8 eyes4 ,9   
advance ( y\r int]view x is  necess>y t 
y imag9e y\rself 9 8 place :5 a call] l 
y\rself is receiv$4    ,"s s-call$      
reali/s condemn imag9ation4 ,!y say x is
 apt to  make m5 vision>y & unable to   
recognize & meet successfully !  e-day  
problems ( life4 ,b ! big m5 ( f9ance1  
indu/ry1 &  politics h become pre-em95t 
because ( ! f]tility &  productiv5ess ( 
_! imag9ations4 ,:at ! h>d-head$ man    
condemns is n imag9ation1 b inability to
 use x con/ructively4  ,he deprecates   
imag9ation n c>ri$ into action4         
,con/ructive  imag9ation1 h[ev]1 has    
always be5 man's greate/ aid 9 mak+     
progress4    ,sid5ote3 ,f\r ,ways to    
,re-con/ruct ,ideas    ,9 ord] to       
develop y\r con/ructive imag9ation mo/  

effectively y  mu/ foll[ c]ta9 laws )   
reg>d to ! re-adju/m5t ( p>ts1          
qualities1 or attributes ( ?+s y "k4 ,y 
c re-con/ruct an  idea2 7#a7 by m]ely   
enl>g+ an old m5tal image2 or 7#b7 by   
dim9i%+ ! size ( ! previ\s image2 or    
7#c7 by sep>at+ a  composite image into 
its p>ts2 or 7#d7 by imag+ ea* "p z a   
:ole4    ,let u illu/rate h[ ^! laws (  
con/ructive imag9ation might be  appli$ 
effectively 9 plann+ ! approa* to a     
prospective employ]4    ,sid5ote3 ,us+  
,con/ructive ,imag9ation    ,he p]haps  
has an idea t ! possibilities ( ! job y 
want are  limit$4 ,y %\ld plan to enl>ge
 ! picture ( y\r possible  s]vice & to  
%[ t y c\ld d m ?+s ?an he is likely to 
expect ( y4    ,s y c dim9i% 8 idea ( ! 
sal>y y want1 by plann+ to  %[ him t 9  
proportion to ! enl>g$ s]vice y purpose 
to  r5d]1 ! pay y ask is n really big4  
,9 ord] to make him appreciate bett] j  
:at y\r contemplat$ job  means1 y c     
sep>ate x into ! diff]5t functions y w  
p]=m4 ,! m]e fact t ! job has a great _m

 p>ts w be  effective 9 impress+ him ) !
 idea t x is wor? m pay4    ,!n y c take
 ea* "p or function ( y\r job & %[ x z a
  :ole opportunity4 ,= in/ance1 if y are
 a correspond5t1 y might  demon/rate j  
h[ lett]s ( diff]5t l5g? c\ld be spac$  
on !  /ation]y to develop a uni=mly     
arti/ic impression t w\ld help to  get m
 bus9ess by mail4    ,all y\r imag9ative
 p[]s c be made to "w toge!r to         
accompli%  ! "o c]ta9 result y desire4  
,con/ructive imag9ation is always       
*>act]iz$ by a def9ite purpose1 :i* nev]
 is lo/ sight ( until  ! image is       
complete4    ,sid5ote3 ,fri5dly ,c\rage 
,?\s&s ( m5 h fail$1 aft] gett+ "r up to
 ! door (  opportunity1 because !y _h to
 turn away 9 ord] to screw up _!        
c\rage4 ,no "o c hope to succe$ if he   
lacks ! quality (  brav]y necess>y to   
ga9 *ances4    ,true brav]y is n        
cock9ess or swagg]+4 ,x is simply a     
k9dly  self-confid5ce t makes no        
impression ( a ?reat to o!rs1 &  gives  
no sugge/ion t ! man :o has x feels !re 

is ! slighte/  reason = be+ afraid (    
anybody else4    ,sid5ote3 ,no ,"o ,to  
,fe>    ,really1 if y h plann$ j h[ to  
approa* ea* prospect ) a  true s]vice   
purpose1 !re is no "o 9 ! _w y ne$ to   
fe>4  ,lack ( c\rage is usually due to  
lack ( prep>ation = :at might be        
anticipat$4 ,sometimes a man is fe>ful (
 ano!r because ( 8 own  consci\sness t  
he has come to t o!r man pr9cipally = ! 
purpose ( tak+ some?+ away f him4 ,?is  
consci\sness causes a  guilty feel+1 :i*
 und]m9es c\rage4 ,if ?r\gh imag9ative  
plann+ y "k 9 advance ab\t :at to       
expect1 & if y feel y\r  int5tions t[>d 
y\r prospect are absolutely squ>e1 y w n
 be  afraid to seek y\r *ance any:]e4   
,y\r c\rage w n ooze4    ,sid5ote3 ,"r  
is ,might    ,true c\rage is bas$ on a  
p]man5t consci\sness ( "r feel+ &  ?9k+1
 c\pl$ ) ! s5se ( p[] t is express$ 9 ! 
maxim1 ,"r is might4 ,su* c\rage c be   
develop$ by !  discrim9ative-re/rictive 
process ) absolute c]ta9ty1 z is        
expla9$ 9 ! companion book1 ,! ,sell+   

,process4    ,sid5ote3 ,big ,m5tal      
,outlook    ,our /udy ( plans ( approa* 
w\ld be incomplete )\t emphasiz+  !     
prime necessity = a big m5tal outlook4  
,to assure y\r success  9 ga9+ ! *ances 
y want x is necess>y t y vision  imag9>y
 situations ( ! future & fit into !m !  
facts y "k  n[ or may be able to le>n4  
,h[ev]1 y _c develop maximum skill 9    
ga9+ y\r *ances if y  are unable to le>n
 any?+ except ?r\gh p]sonal exp]i5ce4   
,p]sonal exp]i5ce is valuable1 no d\bt4 
,b y mu/ develop !  ability to ?9k out !
 significance ( o!r m5's exp]i5ces1 &   
mu/ be capable ( apply+ :at y le>n to   
y\r own imag9>y use4    ,! big          
view-po9t1 ! ability to le>n f          
obs]vation z well z  f exp]i5ce1 w      
develop 9 y broad & v>i$ conceptions (  
o!r m54 ,x w make y tol]ant (           
*>act]i/ics t diff]  widely f y\r own4  
,y w respect ! view-po9t ( ! o!r  fell[1
 & w recognize t he may be p]fectly fair
 9 8 attitude  & op9ions1 h[ev] widely  
he may diff] f y\r ideas4 ,y\r big      

m5tal outlook %\ld make y feel fri5dly  
t[>d him z y\r  prospect1 & y c make !  
approa* ( c\rage t is fri5dly4          
,sid5ote3 ,! ,s5try ,& ! ,password      
,p]haps y w meet opposition to y\r      
entrance :5 y come to ga9  y\r *ance4 ,x
 is likely t "s s5try 9 ! out] (fice (  
y\r  prospect1 or ! s5try ( 8 own m9d :5
 y rea* 8 pres5ce1 may  halt y at !     
portal ( opportunity ) ! *all5ge1 ,:o   
goes  !re8    ,y\r answ] %\ld be spok5  
confid5tly1 ,a fri5d4    ,! te/ w !n be 
made by ! s5try1 ,advance1 fri5d1 & give
 !  c\nt]sign4    ,! secret pass-^w to  
,opportunity is1 ,s]vice4    ,prove y "k
 ! c\nt]sign1 speak x ) c\rage1 & y w   
f9d  y\rself no long] an object (       
suspicion1 no long] reg>d$ z a  possible
 enemy4    ,y h no?+ to fe> if y plan to
 approa* y\r prospect z a  true fri5d :o
 has come ) a c>efully ?\ght out1       
intellig5t (f]  ( s]vice t he lacks4    
,,*apt] ,,vii    ,k ( ,o!r ,m5          
,sid5ote3 ,unlock+ ,! ,o!r ,man's ,he>t 
,& ,m9d    ,we h se5 h[ y c make c]ta9 (

 ga9+ y\r introductory  *ance4 ,n[ we   
are to consid] ! fir/ /ep 9 ! mo/       
effective  use ( ?is opportunity to beg9
 build+ y\r own success4    ,let u say t
 y h *os5 a p>ticul> man z ! sort (     
employ]  ) :om y want to "w4 ,y\r       
prospect+ has conv9c$ y t 9  8 bus9ess y
 h f\nd ! "r m>ket = y\r pres5t s]vices 
& a promis+ field = ! future big success
 y are ambiti\s to  a*ieve4 ,!re=e y wi%
 to sell him a true idea ( y\r be/      
capabilities4 ,we w assume t y h pass$ !
 ?re%old ( 8  private (fice1 b y\r      
object 9 call+ ^u him has n yet ent]$  8
 ?\ghts & feel+s4    ,be=e y /ate !     
ideas & s]vice int5tion y h br\ght1 make
  c]ta9 ( ! be/ possible reception f    
him4 ,y ne$ to take e  practicable      
precaution aga9/ be+ rebuff$4 ,y want to
 assure  y\rself ( a welcome4 ,hav+ ga9$
 ?is *ance to />t ! sale (  y\r         
capabilities1 x is ( vital importance n 
to take ! next /ep  9 ! sell+ process   
bl9dly1 le/ y /umble4 ,h5ce y %\ld  size
 up ! o!r man be=e y ann\nce y\r purpose

 9 call+4  ,:at y may le>n f read+ 8 "* 
correctly w help y to  ga9 admittance   
into 8 m9d = y\r ideas4 ,x %\ld assure a
 welcome  f 8 he>t = y\r s9c]e desire to
 s]ve him4    ,sid5ote3 ,skeleton ,key  
,unavail+    ,gold5 opportunities to    
succe$ 9 a p>ticul> bus9ess _c be       
unlock$ ) a skeleton key ( k ab\t human 
nature4 ,k  ( all m5 supplies m]ely !   
%aft & g5]al %ape ( ! key  blank1 :i*   
mu/ !n be not*$ & fil$ to fit !         
*>act]i/ics  ( ! individual ^: m9d &    
he>t y wi% to op5 = !  admission ( y\r  
ideas & feel+s4 ,unless y c get into t  
"o  m9d & t "o he>t ) y\r s]vice        
purpose1 y w be %ut  out f ! opportunity
 y want4 ,x is important t y "k !       
traits ( m5 9 g5]al1 ( c\rse4 ,su* k1   
h[ev]1 %\ld be  supplem5t$ by a specific
 & true conception ( ! p>ticul> man     
?r\gh :om y hope to rea* y\r *ance to   
succe$4    ,d n confuse 9 y\r pres5t    
?\ghts ! process ( prospect+ !          
*>act]i/ics ( a man be=e meet+ him1 ) ! 
lat] process (  siz+ him up at ! "t ( ! 

int]view4 ,x is highly important to     
accumulate 9 advance z mu* k z possible 
( y\r prospect's  individual traits4 ,b 
:at y le>n$ ab\t y\r *os5 future        
employ] be=e y ga9$ ! *ance to pres5t   
y\r ideas to him 9  8 (fice %\ld be us$ 
m]ely z a guide 9 siz+ him up on !      
spot4    ,sid5ote3 ,/op1 ,look1 ,li/5   
,take no?+ = grant$ n[4 ,?r\gh y\r      
p]sonal1 specific  obs]vation ei!r      
confirm or disprove e item ( in=mation t
  has come to y f o!r p previ\s to meet+
 ?is man face to  face4 ,y\r in=mants   
may or may n h _h correct conceptions ( 
8  *>act]i/ics4 ,x w\ld be unwise1 ev5  
unsafe1 = y to rely  implicitly on _!   
judgm5t ( him4 ,y ne$ to be c]ta9 y "k  
him z he really is2 s t y c pres5t y\r  
purpose ) !  confid5ce a skill$ salesman
 feels :5 he is sure he und]/&s !       
pr9cipal traits ( ! prospect he is      
address+4 ,9 rea*+ ?is man  y h ga9$ y\r
 fir/ *ance4 ,y _c af=d to risk los+ x  
by ha/e4 ,d n advance f>!r 9 ! sell+    
process until y h  made c]ta9 ( ! gr\nd 

y are to tread4 ,x is v bad  salesman%ip
 to beg9 introduc+ ideas & feel+s to a  
m9d & he>t  t are unkn[n to y except f  
he>say4    ,b1 y say1 ,i'm n a m9d      
read]4 ,& ,i c't look into ano!r  man's 
he>t4    ,true4 ,yet y %\ld be able to  
read ! signs ( 8 ?\ghts2 :i*  he        
manife/s 9 8 words1 tones1 & acts4 ,& y 
ne$ n see into  8 he>t to "k :at x      
conta9s2 s9ce fundam5tally all m5 are   
mu* alike at he>t4 ,j look cle>ly into  
y\r own he>t at its be/4  ,y w f9d !re !
 basic emotions & feel+s t civiliz$ m5  
h 9 common ev]y:]e4    ,sid5ote3 ,"*    
,analysis by ,types ,n ,reliable    ,"* 
analysis by types is unreliable4 ,i     
believe z little 9  phr5ology z 9       
palm-read+4 ,i h direct$ ?\s&s ( m5 9   
bus9ess4 ,p]sonal exp]i5ce has prov$ to 
me t ! p]man5t  /ructure ( a p>ticul>   
human body is n an inv>iably true index 
to  ! *>act]i/ics ( ! inn]1 or ego man  
:o owns t body4    ,he has _h no control
 ov] ! color ( 8 hair or eyes4 ,he _c   
re%ape ! bones ( 8 face1 nor alt] !     

bumps on 8 head4 ,to  believe t su*     
p]man5t /ructural details ( ! natural   
out]  man det]m9e or d5ote ! peculi>    
aptitudes ( ! inn] man is to  cr$it !   
explod$ doctr9e ( =e-ord9ation4         
,!re=e1 :5 y h ga9$ ! *ance to pres5t   
y\r capabilities  = sale to a *os5      
prospect ) :om y believe y w h !  be/   
opportunities to succe$1 & :5 y are     
swiftly %ap+ y\r  pres5tation plans to  
fit 8 p]sonality1 don't size up m]ely ! 
factors ( 8 make-up ) :i* he 0 born4 ,y 
w be apt to  mi/ake 8 true "* if y h    
come to 8 (fice ) !  delusion t ! blonde
 type ( man is fundam5tally diff]5t 9   
nature f ! brunette type4 ,get out ( y\r
 head any misconception  t a man is     
=$oom$ to practically c]ta9 failure 9 a 
p>ticul>  c>e] because he has a big     
nose1 slop+ br[1 & rec$+ *92 &  t ano!r 
man ) a snub nose1 bulg+ =ehead1 &      
protrud+ jaw  is de/9$ almo/ surely to  
succe$ if he selects a c]ta9 vocation4  
,no m9d man ) a normal1 heal?y body is  
limit$ 9 8  possibilities ( success by  

be+ born ) r$1 or black1 or t[ hair2  or
 because ! bones ( 8 head happ5 to be   
%ap$ 9 a p>ticul>  way4 ,! ego is !     
ma/]1 n ! slave1 ( ! body4    ,sid5ote3 
,true ,signs ( ,"*    ,! true signs ( "*
 are to be read only 9 ! words1 tones1  
& movem5ts ( a man--& 9 8 muscle        
/ructure z he has  develop$ x or has    
left x undevelop$4 ,we already h se5 9 a
  previ\s *apt] h[ a m9d c5t] & its     
co-ord9at$ set ( muscles  develop ea*   
o!r4 ,s ! positive *>act]i/ics ( ! inn] 
man are  reveal$ cle>ly by ! muscle     
/ructure built up by 8 habits (  ?9k+ & 
feel+ & action4 ,on ! o!r h&1 8         
defici5cy 9  c]ta9 m5tal & emotional    
developm5t is indicat$ negatively by 8  
lack ( ! muscle /ructure t naturally    
w\ld be co-ord9ate )  su* developm5t4   
,! relation ( muscul> developm5t to     
m5tal developm5t1 z expla9$  9 an e>li] 
*apt]1 sugge/s ! "o sure way to judge a 
man's  habits ( ?9k+4 ,obs]ve           
discrim9at+ly 8 v>i\s muscle  /ructures1
 & 8 muscle activities 9 detail4 ,!     

developm5t (  c]ta9 sets ( muscles      
proves a co-ord9ate developm5t ( ! m9d  
c5t]s mo/ directly connect$ ) ^! muscle 
/ructures4  ,simil>ly ! m5tal action ( a
 man is indicat$ by 8 physical          
manife/ations ) 8 muscles 9 movem5ts4   
,h5ce if y le>n to read ! m5tal         
significance ( p>ticul> muscle          
/ructures & ( p>ticul> muscle actions1 y
 w be able to size  up bo? ! habits (   
?\ght 7individual *>act]i/ics7 ( a man1 
& :at he happ5s to be ?9k+ at ! "t y    
come to pres5t  y\r s]vices or ideas =  
sale4    ,sid5ote3 ,recapitulation      
,be=e go+ on ) our /udy ( ! subject (   
?is *apt]1 let u  summ>ize ! prec$+     
pages to make sure t we "k ?or\ghly !   
some:at difficult b v important gr\nd we
 h gone ov] ?us f>4    ,y *ose a c]ta9  
man z y\r prospective employ] because y 
believe  t if y succe$ 9 associat+      
y\rself ) him y w h !  be/ opportunities
 to a*ieve y\r ambition4 ,y are n[ /&+ 9
 8  pres5ce4 ,y ne$ to size up 8 true "*
 quickly 9 ord] t  y may be sure (      

pres5t+ y\r capabilities 9 ! p>ticul>   
way  t is likely to be mo/ effective )  
him4 ,y wi% to impress ?is  "o man ) "r 
ideas ( y\r qualities & _! value4 ,y    
want him  to p]ceive t he lacks &       
requires j su* s]vices z y purpose  to  
(f] = sale4 ,y realize x is unsafe = y  
to jump at  conclusions ab\t 8          
*>act]i/ics4 ,y pause briefly to size   
him up  be=e pres5t+ y\r proposition1 r 
?an to proce$ bl9dly 9  ignorance ( 8   
habits ( ?\ght1 & ) no clue to :at he   
happ5s  to be ?9k+ at ! "t y call4 ,y   
mu/ "k all x is possible to  f9d out on 
! spot reg>d+ him4    ,sid5ote3 ,:at    
,has ,he ,done ) ,8 ,bir?right8    ,y _c
 be c]ta9 ( 8 *>act]i/ics if y judge him
 solely by  :at ,nature =c$ on him4 ,b y
 c be absolutely sure if y size  him up 
by obs]v+ :at he has done ) 8 bir?right1
 & if y  are !n able to int]pret        
correctly :at y p]ceive4 ,y\r  prospect 
has _h no?+ to d ) ! %ape & size ( 8    
head4 ,8  fair or d>k complexion is     
inh]it$4 ,he is utt]ly unable to control

  ! color ( 8 hair or eyes4 ,8 muscle   
/ructure1 h[ev]1 is a  developm5t t he  
has accompli%$ himself4 ,if he has a    
firm jaw1  ! jaw muscles1 n ! jaw bone1 
signify ! *>act]i/ics ( a  firm         
m5tality4 ,judge ! physical man he has  
made by 8 habits (  liv+ "u ! gov]nm5t (
 8 m9d4 ,disreg>d su* physical  details 
( 8 appe>ance z he _c help4 ,! made man 
is ! true  image ( ! ego4 ,x is ?is ego 
( y\r prospective employ] y ne$  to "k1 
= y\r *ance to succe$ 9 y\r purpose )   
him dep5ds on  ! inn] man y mu/ conv9ce 
& p]suade4 ,!re=e re/rict y\r  size-up  
to ! discrim9ative obs]vation ( ! muscle
 signs ( 8  m9d habits & m9d actions4   
,sid5ote3 ,recall ,burbank ,me?od       
,recall n[1 or re-read ! second *apt] ( 
?is book4 ,!re y  /udi$ ! pr9ciples (   
re/rictive-discrim9ative gr[?--!        
,burbank  me?od ( develop+ select$      
qualities ( manhood4 ,t *apt] relat$  to
 y\r cultivation ( p>ticul> *>act]i/ics 
)9 y\rself4 ,!  same pr9ciples w guide y
 ) equal c]ta9ty 9 acquir+  k ( o!r m54 

,e m5tal *>act]i/ic ( y\r prospect ab\t 
:i* y ne$ to  "k has physical           
indications t c be p]ceiv$1 & translat$ 
into c]ta9 k ( details ( 8 "*4 ,y h     
/udi$  ! co-relation ( y\r m9d & body 9 
mutual developm5t4 ,y may  be sure t    
simil> processes ( developm5t h produc$ 
l effects  9 ! case ( ! man y h come to 
see4 ,y "k exactly h[ to  gr[ p>ticul>  
qualities )9 y\rself1 by us+ y\r muscles
 to  develop correspond+ m9d c5t]s &    
vice v]sa4 ,y c read ano!r  man's m9d by
 obs]v+ 8 muscle /ructure & muscle      
action1 & by  !n int]pret+ ! m5tal      
significance ( :at y p]ceive4           
,sid5ote3 ,m5 are ,alike ,at ,he>t1 ,b  
,diff] 9 ,m9d    ,to repeat & emphasize 
aga9 :at already has be5 said ab\t kn[+ 
! he>t ( ano!r man--y ne$ b look into   
y\r own brea/ to  f9d !re ! f9e/ basic  
*>act]i/ics ( ! human he>t 9  g5]al4 ,z 
,kipl+ wrote1 ,! ,colonel's lady & ,judy
 ,o',grady are  si/]s "u _! sk9s4 ,all  
m5 are fundam5tally alike at !  bottoms 
( _! he>ts1 h[ev] mu* !y may diff] 9 !  

individual  traits !y h graft$ ^u _!    
common root ( human nature4    ,s :5 y  
are siz+ up y\r prospect1 y %\ld        
compreh5d t !  mo/ effective way to get 
to 8 he>t is ?r\gh su* an appeal z  w\ld
 rea* ! he>t ( e man4 ,"k y\r own he>t  
surely1 !n1  9 ord] to be c]ta9 ( kn[+  
84 ,all human he>ts respond  simil>ly to
 manife/ations ( c\rage1 nobility1 love1
 fai?1 honor1  & ! l4 ,we laugh & cry at
 ! same humor & pa?os4 ,our  feel+s are 
closely ak94 ,we diff] f "o ano!r only 9
 our  m9ds4 ,our individual1 acquir$    
habits ( ?\ght affect b !  degrees ( our
 sev]al he>t responses to ! gamut (     
fundam5tal  emotional appeals4          
,sid5ote3 ,exhau/ive ,prolong$ ,analysis
 ,unnecess>y    ,k ( ano!r man1 !n1     
involves fir/1 compreh5sion t he is  l e
 o!r man 9 8 emotions1 & unlike all o!r 
m5 9  ! way he ?9ks4 ,to a tra9$ obs]v] 
8 habits ( ?\ght are  cle>ly indicat$ by
 8 muscle /ructure & muscle action4     
,exhau/ive  prolong$ analysis is        
unnecess>y4 ,y c le>n to read quickly ! 

m5tal significance ( ! comp>atively     
small numb] ( details (  muscle /ructure
 & action t con/itute a fairly complete 
index to  8 "*4 ,!n y w be able to judge
 ) c]ta9ty practically  all ! traits (  
:i* y ne$ to be sure 9 ord] to make !   
mo/  effective pres5tation ( y\r s]vices
 = sale to ?is p>ticul>  man4           
,sid5ote3 ,value ( ,size-up    ,! value 
( su* a dep5dable size-up c sc>cely be  
ov]-e/imat$4  ,x is n easy to ga9 !     
initial *ance to pres5t y\r capabilities
  to ! "o man ) :om y h *os5 to be      
associat$4 ,b x w\ld  be trem5d\sly h>d]
 to w9 a second opportunity to sell y\r 
s]vices aft] fail+ ! fir/ "t4 ,by siz+  
him up aright :ile  y are pres5t+ y\r   
qualifications = 8 consid]ation1 y w  be
 able to avoid mak+ unfavorable         
impressions4 ,y c also adapt  y\r       
salesman%ip to creat+ ! be/ possible    
impression ( y\r  capabilities & _!     
fitness to 8 99especial ne$s994         
,sid5ote3 ,! ,gruff ,reception          
,sometimes a man seek+ to ga9 ! big     

*ance t he believes w\ld  op5 ! door to 
success fails to secure 8 opportunity   
because he is  disconc]t$ by a gruff    
reception t he miscon/rues z p]sonal to 
him4 ,he wrongly int]prets natural      
self-def5se z a sign ( habitual         
crabb$ness4    ,a big man (t5 ?9ks he is
 hunt$ by p :o want to make him !  prey 
( _! own purposes4 ,! employ] y h *os5 z
 ! means (  rea*+ ! goal ( y\r ambition 
may feel suspici\s ( y\r object 9       
approa*+ him4 ,he is likely to assume an
 attitude ( extreme res]ve1  or ev5 (   
icy indiff]5ce4 ,possibly 8 mann] w be  
curt & %>p4  ,size up su* a reception z 
j 8 way ( protect+ himself aga9/        
impositions4 ,8 treatm5t ( y is m]ely a 
sup]ficial manife/ation  ( ! in/9ct =   
self-pres]vation4 ,x indicates no?+ m   
?an  t he is w>y ( any "o :o calls on   
him ) an unkn[n purpose4    ,8 object 9 
be+ cold or brusque is to get rid ( p :o
 might  annoy him or wa/e 8 "t4 ,he w\ld
 n assume 8 repell+ pose if  he knew y  
_h come ) a purpose ( true s]vice1 aft] 

full  prep>ation ( y\rself & y\r sell+  
plans to int]e/ him4 ,?\gh  he does n   
realize x yet1 y w nei!r pe/] him nor   
fritt] away  8 preci\s m9utes4          
,sid5ote3 ,melt+ ,ice ,& ,smoo?+        
,r\ghness    ,!re=e if y\r size-up      
conv9ces y t ! cold1 brusque mann]  is  
only assum$1 y ne$ n deal ) x z if x 7  
*>act]i/ic4 ,x indicates no m ?an !     
habit ( w>9ess4 ,y  %\ld proce$         
confid5tly ) y\r sell+ process1 undet]r$
 by !  be>+ ( y\r prospect4 ,d n attempt
 to mollify 8 assum$  h>%ness4 ,x w take
 b a few mom5ts = y to sell him ! idea  
t y h br\ght him some?+ he really ne$s4 
,:5 he fir/  glimpses y\r s]vice        
purpose1 8 icy pose w beg9 to melt & 8  
r\gh tones w be smoo!d4    ,a great     
public-utility corporation ) ?\s&s (    
bran* (fices  ?r\gh\t ! ,unit$ ,/ates _h
 z its pur*as+ ag5t = _m ye>s  an old   
gorgon4 ,he 0 a holy t]ror to new       
salesm51 b became a  /aun* cu/om] :5    
once 8 confid5ce 0 des]v$ly ga9$4 ,&  e 
employee 9 ! (fice ( ?is t>t> lov$ him =

 8 true  k9dness ( he>t4    ,sid5ote3   
,don't ,fl9* ,or ,retreat    ,y may h   
occasion to call on su* an ecc5tric big 
man4 ,if y are  rebuff$ fi]cely1 don't  
let x get y\r goat4 ,he c h no possible 
reason = dislik+ y p]sonally1 especially
 be=e he compreh5ds  y\r purpose 9 com+ 
to him4 ,s disreg>d 8 f]oci\s pose4     
,?\gh  he may treat y z an unwelcome    
intrud]1 proce$ calmly to !  /atem5t (  
y\r bus9ess4 ,y "k t y\r int5tion to    
r5d] him a  true s]vice ju/ifies y 9    
tak+ 8 "t4 ,!re=e 8 assum$  fi]ce mann] 
%\ld be p[]less to disconc]t y4    ,d n 
retreat f a *os5 prospective employ]2 d 
n ev5  fl9* f him1 h[ev] ill-temp]$ &   
repellant he may appe>4 ,y  _c possibly 
lose s mu* by /&+ y\r gr\nd z y w\ld    
=feit by runn+ away f ?is *ance to      
demon/rate y\r  salesman%ip4 ,c\ntless  
?\s&s ( m5 h fail$ because at !  fir/   
sign ( antagonism !y surr5d]$ ev5 m ?an 
!y might h  lo/ if !y _h be5 utt]ly     
beat5 aft] ! h>de/ k9d ( a fight  =     
victory4 ,!y gave up )\t a /ruggle1 n   

only all _!  *ances = success1 b _!     
self-respect z well4    ,suppose ! man y
 h select$ z y\r future employ] does    
snap at  y vici\sly :5 y call on him2 8 
f]ocity signifies no m ?an  t y mu/     
approa* & h&le him c>efully4 ,y\r       
prospect+ &  y\r size-up %\ld h conv9c$ 
y t he is n 9 fact ! crab  he tries to  
appe>4 ,real1 ?or\gh cranks are s r>e !y
 c be  consid]$ z non-exi/5t4 ,x is safe
 to conclude t any man :o acts  z if he 
7 sore all ! way ?r\gh all ! "t is j    
act+4  ,ignore ! irrascibility ( !      
,ev]ett ,trues y meet4 ,sup]ficial1     
assum$ indications w n help y to        
compreh5d ! inn] man  y want to         
influ5ce4 ,re/rict y\r size-up to !     
signs ( t inn]  man4 ,:ile ! old gorgon 
y face is br[-beat+ y1 he may be  plann+
 9 ! back ( 8 head an act ( g5tle       
k9dness to "s "o4  ,if he is habitually 
k9d1 !re w be physical indications ( t  
*>act]i/ic2 9 8 tones & acts if n 9 8   
words4 ,look  = ^! signs b5ea? 8 h>%    
mann]1 :i* is m]ely a disguise he  has  

put on4 ,ev]ett ,true behaves l a       
dom9e]+ tyrant1 b he  really is         
*>act]iz$ by an acute s5sitiv5ess to :at
 is "r &  j4    ,sid5ote3 ,judge ,by    
,unconsci\s ,appe>ance ,& ,actions      
,:5 siz+ up a man1 dep5d pr9cipally ^u  
details ( 8  appe>ance & actions4       
,translate :atev] y see or he> into     
def9ite discrim9ative judgm5ts reg>d+   
him4 ,8 muscle /ructure  & movem5ts     
indicate c]ta9 traits4 ,( c\rse y %\ld  
also obs]ve  & size up ! significance ( 
! words & tones he uses4 ,b a man       
employs 8 spee* ) ! consci\s int5tion ( 
mak+ impressions4  ,!re=e x is n safe to
 rely on a size-up bas$ on :at he says4 
,y\r prospect may be us+ 8 words & tones
 to hide1 r ?an to  reveal1 8 inn] self4
    ,h[ev]1 if y "k h[ to sep>ate &     
classify details ( muscle  /ructure &   
action1 y c dep5d safely on specific    
conclusions  bas$ on ^! indications4 ,! 
muscle /ructure ( a man is ! result  ( 8
 habits ( liv+1 or ( 8 pr$om9ant        
*>act]i/ics4 ,he  builds x up           

unconsci\sly & is unable to disguise x4 
,x c be  int]pret$ z c]ta9 pro( t he has
 p>ticul> traits4 ,mo/ ( 8  movem5ts1   
too1 are made )\t 8 realiz+ exactly :at 
!y d5ote  ( 8 "* & pres5t ?\ghts4 ,he j 
acts natural4 ,!re=e  if y read         
indications ( ! inn] man by analytically
 obs]v+ 8  physique & actions1 y w ga9  
reliable in=mation ab\t him4  ,he w n "k
 t he is reveal+ 8 traits & :at he is   
?9k+4    ,sid5ote3 ,y\r ,op9ions ,ab\t  
,p    ,f y\r e>lie/ *ildhood to ?is     
mom5t y h be5 =m+  fir/-h& op9ions ( o!r
 p by obs]v+ & int]pret+ _!  words1     
tones1 & movem5ts4 ,siz+ up m5 is n a   
new process to y4  ,b 9 ord] to be a    
c]ta9ly successful salesman ( y\rself y 
%\ld obs]ve m intellig5tly &            
discrim9atively h]eaft]4  ,in/ead ( mak+
 up y\r m9d ab\t p )\t kn[+ j h[ or  :y 
y arrive at y\r judgm5ts1 classify y\r  
intuitions  sci5tifically4 ,"k ! reasons
 = y\r op9ions4 ,y c be sure  ab\t !    
conclusions y rea* z a result ( y\r     
specific1 exact  obs]vation ( details4  

,! /udy & analysis ( words1 tones1 &    
acts1 c\pl$ ) a little pa9/ak+ practice1
 w make y an  exp]t judge ( o!r m54     
,sid5ote3 ,/udy ,"* ,unobs]v$    ,d n   
seem to make an ef=t to obs]ve ! p]son y
 are siz+ up1  = t w\ld impress him     
disagreeably4 ,)\t indicat+ t y are     
wat*+ him1 m5tally note & int]pret 8    
muscle /ructure1 8  mann] ( speak+1 8   
ge/ures1 ! rate ( 8 physical activity1 !
  way 8 actions respond to 8 ideas1 !   
type & t5sity ( 8  movem5ts4 ,ea* item y
 analyze & translate %\ld indicate to y 
cle>ly "s fact ab\t ! inn] man4    ,(   
c\rse y w n be able to read y\r prospect
 ?or\ghly 9 !  fir/ few mom5ts aft] y   
meet him4 ,x is possible to make only a 
p>tial size-up !n4 ,no "o w\ld reveal   
all 8 *>act]i/ics 9  su* a brief "t4 ,b 
ea* indication y p]ceive & int]pret     
correctly w aid y to attribute to him   
c]ta9 o!r1 relat$  traits4 ,= in/ance1  
if ! actions ( a man indicate !         
*>act]i/ic ( evasion1 y may judge safely
 t he lacks c\rage1  ! highe/ s5se (    

honor1 "s ( ! elem5ts ( p]fect squ>5ess 
& tru/wor?9ess4 ,if he has a habit (    
"u-e/imat+ or  knock+1 & manife/s ?is   
*>act]i/ic 9 some?+ he says or  does1 y 
may feel c]ta9 he is n an ideali/4 ,he  
is likely to be  pretty practical 9 8   
views1 & _c be won by appeals to rosy   
visions4    ,sid5ote3 ,elem5ts ( ,"* are
 ,consi/5t    ,analysis ( a man's true  
"* usually %[s t its elem5ts are        
?or\ghly consi/5t4 ,a human be+ is n a  
bundle ( contradictions1  b an          
aggregation ( lik5esses4 ,e man diff]s f
 e o!r  man2 yet1 g5]ally speak+1 "o    
elem5t ( 8 "* is n apt to  diff]        
radically f ano!r detail ( himself4 ,!re
 are exceptions1  b 9 mo/ cases ! seem+ 
contradictions 9 an individual are only 
app>5t opposites4 ,suppos$ inconsi/5cies
 cause surprise because !  true         
fundam5tal traits ( ! p]son obs]v$ are n
 disc]n$4 ,!  out] man (t5 seems to     
contradict himself4 ,b ne>ly always !   
inn] man is consi/5t 9 8 v>i\s          
*>act]i/ics4 ,?is is !  reason :y y\r   

size-up %\ld be re/rict$ to             
discrim9ative  obs]vation ( indications 
( ! ego4    ,sid5ote3 ,application (    
,!ory    ,p]haps y h be5 ?9k+1 ,! !ory  
seems to be all "r1 b  exactly h[ is x  
appli$8 ,s we %all turn our att5tion    
next to  specific details ( siz+ up !   
*>act]i/ics ( ! inn] man4 ,we  %all see 
j h[ 8 ?\ghts & feel+s may be disc]n$ at
 a  p>ticul> "t4    ,we assum$ previ\sly
 t y h call$ ^u ! man to :om y want  to 
sell y\r s]vices4 ,y believe ! way to   
y\r success lies ?r\gh  association )   
him4 ,y\r faculties ( obs]vation %\ld be
 tra9$  to size up at a glance :atev]   
traits are sugge/$ by 8 be>+1  8 clo!s1 
8 mann]1 8 actions1 8 surr\nd+s4 ,:e!r  
he is  /&+ or sitt+1 x is possible = y  
to p]ceive & int]pret  8 pose & poise4  
,y c le>n mu* f 8 walk if he /eps =w>d  
to greet y4 ,8 h&%ake may tell volumes  
ab\t 8 true "*4  ,! diff]5t ways t m5   
clasp palms are especially significant (
  _! individual traits4 ,y %\ld h a     
sci5tific k (  h&%akes4    ,sid5ote3    

,traits ,sugge/$ ,by ,nods    ,%\ld y\r 
prospect m]ely nod on y\r entrance1 note
 discrim9atively  ! movem5t he makes4   
,!re are _m k9ds ( nods4 ,! quick1 %>p  
tipp+ ( ! head indicates unhesitat+1    
clean-cut decisions4 ,su*  judgm5ts on !
 spur ( ! mom5t are n always "r1 b !y   
are  apt to be pretty conclusive4       
,irregul>1 j]ky nods are signs (        
irritability1 ( ra% or v impulsive      
decisions1 & (t5 (  unreason+ prejudice4
 ,! nod made directly =w>d signifies    
frankness1 dignity1 & /raight ?9k+4 ,!  
tilt+ ( ! head a  little to "o side     
sugge/s a habit ( indirectness & a      
t5d5cy to  /all4    ,sid5ote3 ,le>n to  
,analyze ,smiles    ,h[ mu* ( a man's "*
 is illum9$ by 8 smile6 ,ability to     
analyze smiles correctly w enable y to  
size up ! dissembl$  traits ( "* beh9d !
 false smile4 ,su* analytical ability  w
 also %[ y h[ to turn to y\r be/        
advantage ! smile (  true fri5dl9ess4   
,x is possible to judge f ! physical    
aspect1 f ! facial  expressions1 f !    

movem5ts1 & f ! voice ( a man :e!r he   
is n]v\s or phlegmatic1 active or       
passive1 heal?y or lack+ 9 vigor  &     
/r5g?4 ,a skillful size-up w det]m9e t  
he is ei!r  ecc5tric or well balanc$    
m5tally1 t he is ?rifty or extravagant1 
t he is dispos$ to take compreh5sive    
views or is incl9$ to give  undue       
att5tion to trifles & details4 ,he w    
indicate to a ke5  obs]v] real intellect
 or m]e intellig5ce4 ,8 emotions also   
may be  read4 ,he reveals himself z     
g5]\s or selfi%2 z an optimi/ or z a    
skeptic4 ,he %[s t he is responsive to  
he>t appeals or is h>d  he>t$1 moral or 
immoral1 arti/ic or lack+ 9 appreciation
 ( art1  cultur$ or boori%4    ,sid5ote3
 ,discrim9ative ,re/rictive ,process    
,to "k ! significance ( y\r prospect's  
diff]5t words1 tones1 &  movem5ts--!    
only means he has = ! expression ( 8    
ideas &  feel+s1 j apply to 8 case      
:atev] y h le>n$ 9  /udy+ y\rself4      
,adapt y\r previ\s discrim9ative k to ! 
prospect y are siz+ up4 ,re/rict y\r    

conclusions ab\t him to !  significance 
( details y obs]ve 9 8 appe>ance1       
actions1 &  spee*4    ,aft] consid]able 
practice 9 siz+ up y w become famili> ) 
! indications ( _m diff]5t traits4 ,b 9 
mo/ cases x w be  suffici5t if y c      
obs]ve swiftly & int]pret 9 a fla% only 
a  few ( ! commone/ "* signs4 ,we w t\* 
briefly ^u "s  ( ^!4    ,sid5ote3       
,facial ,muscles    ,t5se jaw muscles1  
:e!r l>ge or small1 d5ote ! *>act]i/ic (
  p]si/5ce4 ,b loose1 flabby *eek       
muscles d n necess>ily prove  ! habit ( 
ov]-eat+1 or ( s5suality4 ,!y may mean t
 ! man  :o has !m does n habitually all[
 8 feel+s to %[ 9 8 face4  ,:5 ! muscles
 ( facial expression are flabby !y prove
 only t  !y are slightly us$4 ,!re=e :5 
y enc\nt] a man ) loose  *eeks read 8   
*>act]i/ics f o!r muscle-/ructure signs1
 &  f 8 actions4 ,d n misjudge ! heavy  
face z a sign ( grossness4    ,sid5ote3 
,c\rage ,& ,bluff    ,if a man holds 8  
head up easily1 & moves x 9 ?is upright 
position  )\t /iffness or ef=t1 y may be

 sure 8 back neck & %\ld]  muscles are  
/rongly develop$4 ,su* /rong developm5t 
sugge/s t he  is c\rage\s1 = ^! muscles 
are directly co-ord9at$ ) ! m9d  c5t] ( 
brav]y4 ,!re=e ! head & %\ld]s easily   
held back &  up2 n a high *e/1 signify  
c\rage4 ,! bulg+ *e/ (t5 indicates  no m
 ?an p\t]-pigeon bluff tempor>ily put   
on4    ,sid5ote3 ,indications ,(        
,intellect ,& ,p[]    ,a man's high *e/1
 h[ev]1 is a sign t 8 pr$om9ant         
*>act]i/ics are intellectual2 because 8 
*e/ has be5 develop$  by ! /ud5t's habit
 ( upp]-lung brea?+4 ,! n]ves runn+ f  !
 upp] "p ( ! lungs are directly connect$
 ) ! bra9  c5t]s ( intellect4 ,on !     
contr>y ! n]ves t lead f !  l[] portions
 ( ! lungs c5t] fir/ 9 ! plexus ?r\gh   
:i* are  manife/$ ! vital emotions & !  
emotions ( sex4 ,h5ce ! man  :o brea!s  
deeply by habit indicates a great deal (
 vitality & has  m>k$ he-man traits4 ,he
 is n ( ! intellectual type s m>k$ly  z 
he is a man ( p[]4 ,! man :o brea!s only
 f ! upp] "p  ( 8 lungs is n a man (    

p[]1 b may h a f9e intellect4           
,sid5ote3 ,significance ,( ,po/ures     
,! po/ures ( ! body are significant (   
*>act]i/ics4 ,if y\r  prospect /&s ) 8  
feet wide ap>t & 8 arms fold$           
conspicu\sly across 8 high-held *e/1 he 
probably has a habit (  bluff+4 ,8      
widely spread feet indicate t he has to 
prop himself 9  t physical po/ure2 s x  
is unnatural to him4 ,simil>ly he has _h
  to prop himself 9 8 m5tal po/ure4 ,pu%
 y\r ideas h>d & he w  lose 8 m5tal     
balance2 j z he w\ld lose 8 physical    
balance if  y 7 to jolt him4 ,he is     
oblig$ to prop himself4 ,he is bluff+4  
,y  c make him quit4 ,! fold$ arms &    
exp&$ *e/ ( ! bluff]  mean no m ?an !   
high-ar*$ back ( a cat4 ,/roke ,tom     
soo?+ly1 & he /ops bri/l+4 ,/roke !     
human bluff] tactfully  ) p]suasion1 &  
he w n act pugnaci\s = long4            
,sid5ote3 ,! ,balanc$ ,body    ,b if1 :5
 mak+ a /atem5t1 y\r prospect /&s or    
walks ab\t  easily ) 8 feet close       
toge!r2 if he balances 8 body )\t       

difficulty or artificial po/ures--x is  
c]ta9 t he has a good  deal (           
det]m9ation 9 8 make-up4 ,y _c influ5ce 
him to *ange  8 m9d by mak+ emotional   
appeals to him4 ,9 ord] to secure !     
favorable decision ( su* a man1 y w ne$ 
to use ! mo/  conclusive1 solid evid5ce 
( y\r capabilities4    ,sid5ote3 ,wav]+ 
,m9ds    ,suppose y\r prospect %ifts 8  
feet cont9ually & r j]kily4  ,:ile y are
 talk+ ) him1 he frequ5tly *anges 8     
weight f  "o foot to ! o!r4 ,he is      
sugge/+ t he has little confid5ce 9  8  
own judgm5t1 t he is n sure ( 8 own     
?\ghts4 ,take !  lead /rongly ) su* a   
man4 ,d 8 ?9k+ = him4 ,x is up to y  to 
br+ 8 vacillat+ m9d to def9ite          
conclusions1 foll[+ y\r  lead4 ,fir/    
make x cle> to him t y\r proposal is    
really to 8  int]e/4 ,!n proce$ ) a     
mann] ( absolute assurance1 z if y  did 
n "q 8 do+ :at y wi%4 ,) y\r skillful   
salesman%ip y c /op 8 wav]+ & induce him
 to act z y  indicate4    ,sid5ote3     
,quick ,?9k]s    ,! rate ( "o's muscul> 

activity is directly associat$ ) !  rate
 ( "o's m5tal activity4 ,! man :o moves 
sl[ly by habit is  also a plodd] 9 8    
?\ghts4 ,on ! contr>y1 quick actions    
indicate quick ?9k+2 :i*1 h[ev]1 may be 
mi/ak54 ,only ! quick  motion t is "u   
p]fect control sugge/s an un]r+         
conclusion  rea*$ swiftly4 ,! man :o    
snat*es up a p5cil ) sure f+]s1  & )\t  
fumbl+ x beg9s to write at once1        
demon/rates t he  has an electrically   
fa/ m9d p]fectly h>ness$ to 8 purpose4  
,:5  ano!r man rea*es swiftly = a p5cil 
b misses 8 sure grasp at  ! fir/        
attempt2 or :5 ! da% ( 8 h& to ! pap] is
 foll[$  by a mom5t>y delay = adju/m5t (
 ! p5cil 9 8 f+]s or by  hesitation be=e
 he beg9s to write1 he d5otes m]e       
impulsiv5ess4    ,sid5ote3              
,self-,control    ,sometimes a quick    
?9k] w purposely develop ! habit ( mak+ 
v delib]ate motions4 ,?is trait is !    
result ( 8 det]m9$  repression ( a      
recogniz$ incl9ation to act on impulse4 
,he has  accompli%$ p]fect self-control 

9 ord] to gu>d aga9/ ! dang]  ( mak+ up 
8 m9d too quickly on 8 fir/ ?\ghts4 ,b 8
  sl[$-d[n movem5ts w be s precise &    
c]ta9 z to indicate  8 *>act]i/ic (     
self-control & t 8 m9d has mov$ 9       
advance ( 8 acts4    ,if y h occasion to
 size up su* a man1 y %\ld p]ceive t !  
movem5ts ( 8 muscles d n correspond ) ! 
rate ( 8 m5tal  activity1 z a sup]ficial
 obs]v] might mi/ak5ly conclude4 ,if y\r
  prospect sits or /&s immobile2 or if 8
 actions give no indication  ( :at he is
 ?9k+1 wat* 8 eyes & 8 facial muscles ( 
expression4 ,eyes t fairly d>t f "o     
object to ano!r1  expressions t fla% on 
& (f ! face2 prove swift m5tal activity1
  no matt] h[ quietly ! body may be     
held4 ,= in/ance1 a /rong1  quick ?9k]  
may h 8 muscles "u su* p]fect control t 
he  w pick up a p5cil v delib]ately     
because he has tra9$ himself  to repress
 8 impulses4 ,b :5 he has f9i%$ us+ !   
p5cil1 he  w drop x cleanly & n let x   
slip sl[ly f 8 f+]s4 ,8  self-tra9+ 9   
precaution applies only to :at he does  

be=e act+  on a purpose4 ,! mom5t he is 
done writ+1 he also is done ) !  p5cil4 
,8 h& does n l+] ) x ov] ! pap]4        
,unconsci\sly  8 *>act]i/ic quickness   
manife/s itself 9 8 incl9ation to get   
rid at once ( ! tool he has f9i%$ us+4  
,sid5ote3 ,tight5$ ,?\ghts    ,any      
indication ( muscul> t5sity sugge/s a   
tight5+ ( ! m9d  on ?\ghts4 ,x is (t5 a 
sign ( m5tal resi/ance or ( p]si/5cy4   
,if1 :5 talk+ to a man y obs]ve t 8     
muscles seem taut1 avoid  =c+ ! idea y  
want him to accept1 = 8 m9d is oppos+ x 
/rongly j !n4 ,p]haps he has a p]si/5t  
?\ght ( 8 own1 at  v>iance ) y\rs4 ,ei!r
 give him a *ance to express 8 idea 9   
words1 s y c dispose ( x1 or swit* him  
away f x by *ang+  ! tr5d ( !           
conv]sation4 ,:5 y p]ceive t 8 muscles  
are  normally relax$1 y may safely      
return to ! po/pon$ po9t4 ,y w  enc\nt] 
less5$ m5tal resi/ance4 ,v likely he w  
!n h no  impulse to p]si/ 9 ! ?\ght he  
previ\sly _h fix$ 9 8 m9d4    ,sid5ote3 
,:at a ,man's ,walk ,%[s    ,note h[ y\r

 prospect walks =w>d to meet y1 or h[ he
 moves ab\t  8 (fice4 ,if 8 /ride is    
long & free & easy1 x proves t !  back  
muscles ( 8 ?ighs are /rong4 ,^? muscles
 function 9 direct  co-ord9ation ) !    
m5tal action ( will+4 ,!re=e :5 a man   
walks easily ) a long1 free /ride he    
indicates t he has a /rong  w4 ,he may  
be siz$ up confid5tly z a fight] = 8    
rights1 z a  man ) a great deal (       
resolution once he makes up 8 m9d4      
,sid5ote3 ,det]m9e ,m5tal ,spe$    ,x is
 v important :5 siz+ up a man to det]m9e
 ! degree (  8 m5tal spe$4 ,if y h      
br\ght y\r be/ capabilities = sale  to a
 prospective employ]1 y ne$ to "k :e!r  
or n he is gett+  cle>ly all ! ideas y  
pres5t4 ,x is necess>y = y to make sure 
on ! "o h& t y are n pres5t+ ideas too  
fa/ = 8 m9d  to compreh5d ea* po9t      
fully4 ,on ! o!r h&1 y wi% to avoid     
h>p+ on details aft] he und]/&s !m4 ,x w
 aid y v mu*  9 y\r salesman%ip if y "k 
j h[ quickly ! m9d ( y\r  prospect acts4
 ,!re is no bett] way to f9d out ?an by 

not+ !  spe$ ( 8 muscle response to te/ 
ideas4 ,s9ce ! rate ( muscle  activity  
is directly indicative ( ! rate ( m5tal 
activity1 y  c (t5 le>n f obs]v+ !      
movem5ts ( y\r prospect h[  quickly 8   
m9d takes 9 po9ts y /ate or sugge/4     
,y might te/ him by ask+ t he write a "n
 or set d[n "s  figures y give him4 ,if 
)\t hesitation he rea*es = a p5cil1 y   
may be sure 8 m9d responds quickly to   
y\r ideas4 ,b %\ld !re be  a mom5t or   
two ( delay be=e he picks up ! p5cil1 8 
sl[]  physical response to y\r reque/ is
 to be read z an indication t  8 m9d    
does n grasp ideas at once4    ,sid5ote3
 ,keep ,m5tal ,pace    ,aft] mak+ y\r   
size-up ( ! degree ( 8 m5tal spe$1 y c  
gov]n y\r pres5tation by :at y h le>n$4 
,if y are deal+  ) a m9d t acts sl[ly1  
give y\r prospect pl5ty ( "t to get  ea*
 idea y want to impress ^u him4 ,b      
proce$ briskly f po9t  to po9t ) ! man  
^: m9d grasps ideas in/antly4 ,y w\ld   
make  a poor impression on him 7 y to g 
at a lagg+ pace4    ,x is n necess>y1   

h[ev]1 to make special or artificial    
te/s to  le>n h[ quickly y\r ideas are  
be+ grasp$4 ,obs]ve ! facial            
expressions ( y\r prospect1 :i* w       
indicate h[ soon y\r ?\ght  is          
appreciat$ aft] x is pres5t$4 ,%\ld y   
say some?+ ) a  t\* ( humor1 ! "t x     
takes him to smile or tw9kle 8 eyes w   
measure ! spe$ ( 8 m9d 9 cat*+ ideas4   
,sid5ote3 ,head & ,eye ,movem5ts    ,!  
movem5ts ( ! head & ( ! eyes1 accord+ to
 :i* are  pr$om9ant 9 ! case ( an       
individual1 tell mu* ( 8 "*4  ,! villa9 
on ! /age habitually looks out ( !      
corn]s ( 8  eyes4 ,s does ! mis*iev\s   
+5ue4 ,b ! h]o turns 8 :ole head  :5 he 
looks ab\t4 ,& ! look ( innoc5ce 9 !    
eyes ( !  h]o9e is /raight=w>d2 h] head 
is po9t$ directly 9 l9e )  h] gaze4     
,apply ! pr9ciple 9 y\r salesman%ip4 ,:5
 y obs]ve a  man :o turns 8 head freely 
& easily = a squ>e look at a p]son  :o  
comes into 8 pres5ce1 size him up z "o  
:o is n afraid to  face ei!r facts or p4
 ,if y note t ano!r prospect glances    

obliquely at p]sons or objects1 or t he 
habitually turns 8 eyes to  "o side or !
 o!r :ile keep+ 8 head /ill1 judge him  
to lack  ! *>act]i/ic ( frankness4 ,he  
is likely to be evasive & %ifty  9 8    
deal+s4 ,p]haps ! sign y h p]ceiv$      
indicates no m  ?an t y\r prospect is   
/all+4 ,x is evid5ce1 nev]!less1  t 8   
m9d is n meet+ y\r ideas squ>ely4 ,y w  
ne$ to  compel 8 att5tion to come back  
to y\r po9t1 "t & aga9 p]haps4          
,sid5ote3 ,/r5g? ,( ,m9d    ,! full-arm 
movem5t d5otes /r5g?1 & bigness (       
conceptions4 ,a  m]e wri/ ge/ure sugge/s
 littl5ess1 flippancy1 weak traits4     
,simil>ly if a man walks f 8 hips1 he   
sugge/s ! *>act]i/ic  ( /rong p]sonal   
op9ion4 ,if he walks pr9cipally f !     
knees1 or  ov]-uses 8 ankles & m9ces    
along1 he indicates t 8 m9d is n  c]ta9 
& t he holds 8 op9ions weakly4    ,a    
/raight ge/ure d5otes pure m5tality4 ,a 
s+le-curv$ movem5t  indicates "s        
emotion1 r ?an only a ?\ght4 ,action 9 a
 d\ble  curve sugge/s p[] beh9d !       

expression4    ,sid5ote3 ,honor &       
,/raight=w>dness    ,a ge/ure outw>d f !
 *e/ & on ! same level d5otes !         
qualities ( honor & /raight=w>dness4 ,if
 y\r prospect makes su*  a motion 9     
response to "s idea y pres5t1 he is ?9k+
 on !  same man-level z y\rself--he is  
treat+ y z 8 equal4    ,a *>act]i/ic    
movem5t ( ! arm above ! %\ld]s signifies
  vivid imag9ation1 or impracticability4
 ,x may be read z an indication  (      
lightness ( "* or ( a t5d5cy to g (f on 
a tang5t4  ,conv]sely1 ge/ures outw>d f 
! l[] "p ( ! body d5ote  p[]1 or an     
incl9ation to depreciate values4        
,sid5ote3 ,selfi%ness    ,if a man      
ge/ures t[>d himself1 he indicates      
limit$ conceptions1 or  selfi%ness1 ) a 
t5d5cy to mat]ialize ev]y?+4 ,movem5ts 9
 any  direction away f ! trunk ( ! body 
& on its level d5ote  ass]tiv5ess1      
s9c]ity1 creative ability1 or will+ness 
to coop]ate  9 ?\ght4    ,sid5ote3      
,affirmation ,& ,d5ial    ,v]tical      
movem5ts sugge/ ! life ( ideas1 &       

symbolize  affirmation4 ,horizontal     
ge/ures accompany ! d5ial ( ideas &  !  
dea? ( int]e/4 ,! diagonal upw>d curve  
indicates  idealism4 ,a simil> curve    
d[nw>d is a sign t an idea pres5t$  to !
 imag9ation is concretely realiz$4      
,sid5ote3 ,frankness & ,dodg+    ,!     
p]son :o ge/ures directly 9 front (     
himself proves he is  will+ to meet y   
face to face reg>d+ ! idea pres5t$4 ,b  
:5 a man ge/ures slightly to "o side or 
! o!r1 he is n  dodg+4 ,8 movem5t d5otes
 only t he is ?9k+ s]i\sly4  ,h[ev]1 if 
y pres5t ideas to a man :o ge/ures f> to
 ! "r  or left1 y may feel c]ta9 t he is
 n giv+ 8 ?\ghts 9  h>mony ) y\rs1 b    
probably is try+ to get y\r ideas out ( 
8  m9d4    ,sid5ote3 ,/udy ,tones       
,:ile we h emphasiz$ t muscul>          
indications are ( pr9cipal  importance 9
 mak+ a c]ta9 size-up1 ! tones & words (
 !  prospect %\ld n be altoge!r         
neglect$4 ,(t5 a man w  un9t5tionally   
reveal 9 8 tones ! v ?+s he means 8     
words  to conceal4 ,y w\ld n dep5d on ! 

words ( a p]son if !y 7  contradict$ by 
8 acts & tones4    ,m5tal1 emotive1 &   
p[] *>act]i/ics are signifi$ by v>i\s   
tone  pit*es4 ,! degree ( a man's       
det]m9ation & 8 p]si/5ce 9  ?\ght are   
d5ot$ by ! numb] ( tone units he        
habitually employs  :5 speak+4 ,!       
g5u95ess ( a /atem5t is sugge/$ or      
disprov$ by ! tone int]vals 9 ! /atem5t4
 ,yes spok5 9 "o  unit )\t inflection   
means unqualifi$ ass5t4 ,y-es 9 two     
tones  may mean d\btful ass5t1 or false 
agreem5t1 or ev5 a contradiction4  ,!   
middle-(-!-m\? tone proves a well       
balanc$ m9d1 9  contra/ ) ! unreliable  
m9d t is d5ot$ by ! lip tone1  & !      
secretive m9d :i* is sugge/$ by ! tone t
 comes f  f> back 9 ! m\?4    ,9 a five 
m9ute conv]sation an al]t obs]v] :o has 
/udi$ a few (  ! elem5tal pr9ciples (   
tone analysis c size up a great _m (  ! 
mo/ pron\nc$ *>act]i/ics ( a prospect4  
,sid5ote3 ,don't ,(f5d ,by ,scrut9y     
,x is bett] to make no size-up at all   
?an to /ra9 9 obs]v+ !  o!r man & make  

him aw>e ( y\r close scrut9y4 ,su* an   
in>ti/ic  size-up impresses a prospect  
disagreeably4 ,he feels t y are pry+    
into 8 p]sonal *>act]i/ics4 ,!re=e tea* 
y\rself to obs]ve  )\t seem+ to look    
closely at ! object ( y\r size-up4 ,le>n
 to  obs]ve unobs]v$2 especially to     
p]ceive details )\t look+  %>ply4 ,y\r  
eyes & e>s c take 9 specific po9ts ab\t 
y\r  prospect )\t mak+ _! ke5 activity  
app>5t4    ,sid5ote3 ,two ,p>ts (       
,siz+-up ,process    ,:5 y h le>n$ h[ to
 see & he> _m details cle>ly at !  same 
"t1 unsuspect$ by y\r prospect1 y w be a
 ma/] ( !  fir/ ess5tial ( skillful "*  
read+4 ,! second necess>y  elem5t (     
pr(ici5cy 9 siz+ up m5 is ! relation or 
association  ( ea* detail obs]v$1 ) !   
p>ticul> *>act]i/ic x d5otes4  ,to beg9 
)1 p]ceive po9ts ab\t y\r prospect4 ,!n 
ask y\rself  ab\t ea*1 ,:at does ?is    
mean8    ,sid5ote3 ,practice ,makes     
,p]fect    ,( c\rse y w n become an     
exp]t judge ( o!r m5 at once4 ,b  get ! 
habit ( see+ & he>+ specific indications

 (  *>act]i/ics :]ev] y g4 ,y w soon f9d
 t y\r m9d has  be5 op5$ to new1 cle>   
ideas ( p4    ,x is possible = anyone to
 become a m9d read]4 ,x is necess>y only
  to note & ?9k out ! mean+ ( "* signs &
 ?\ghts4  ,tra9$ specific obs]vation w  
read & int]pret ^! signs4 ,:5  y become 
skillful 9 siz+ up o!r m51 ?is art w    
help y v  mu* 9 ga9+ ! be/ possible     
receptions ev]y:]e y g4 ,also1 if  y are
 able to read y\r prospect's ?\ghts &   
"*1 y c  avoid antagoniz+ 8 ideas4      
,sid5ote3 ,remove ,unnecess>y           
,difficulties    ,ga9 k ( o!r m5 9 ord] 
to make x easy to sell !m true  ideas ( 
y\r be/ capabilities4 ,x is n h>d to    
succe$ if y take  ! unnecess>y          
difficulties out ( ! process ( ga9+ y\r 
*ances4          ,,*apt] ,,viii    ,!   
,knock ,at ,! ,door ,( ,opportunity & ,!
 ,invitation ,to ,come ,9      ,sid5ote3
 ,sell+ is ,n a ,me*anical ,process     
,! process ( sell+ ideas comprises      
sev]al /eps1 "p or all (  :i* ! salesman
 may ne$ to take 9 ord] to close a      

p>ticul> sale  successfully4 ,9 our /udy
 we are consid]+ /ep aft] /ep 9 regul>  
ord]1 b ! actual sell+ process _c be    
r$uc$ to su*  exactitude & r\t9e4 ,be=e 
we beg9 our analysis ( ?is  pres5tation 
/ep1 x %\ld be cle>ly und]/ood t success
 9  sell+ ideas is n a*iev$ by go+ ?r\gh
 a ma*9e-l process4  ,we foll[ a regul> 
sequ5ce 9 ^! *apt]s1 b x is unlikely t  
y w ev] complete a sale ( y\r s]vices by
 tak+ ! v>i\s  /eps ( ! sell+ process 9 
! precise ord] ( our /udy4    ,sid5ote3 
,be a ,fully ,equipp$ ,salesman    ,y   
may ne$ to use !m all 9 ord] to succe$ 9
 a specific in/ance4  ,aga91 )\t tak+ _m
 ( ! /eps "h analyz$1 y might be able   
to ga9 ! success opportunity y mo/      
desire4 ,! object ( ?is  book is to fit 
y = any & e condition y are likely to   
meet  9 y\r ef=ts to ga9 opportunities =
 y\r ambition4 ,x is  improbable t 9    
ord] to get y\r desir$ *ance & to make !
  mo/ ( x y w h to use all y le>n ( !   
secret ( c]ta9  success4 ,y _c af=d1    
h[ev]1 to run an avoidable risk ( be+   

at a loss reg>d+ :at to d at any /age ( 
! process ( sell+ to  a select$ prospect
 true ideas ( y\r be/ capability4 ,y ne$
 to "k  ! mo/ effective ways to deal )  
situations t may nev] happ51  b :i*1 on 
! contr>y1 might be enc\nt]$4 ,y _c />t 
confid5tly on y\r que/ = success unless 
y are fully equipp$4    ,sid5ote3 ,r$uc+
 ! ,odds ,aga9/ ,y    ,if y believ$ x   
w\ld be necess>y = y to d ev]y?+ conta9$
  9 ?is book 9 ord] to ga9 !            
opportunities y desire1 y likely  w\ld  
feel v skeptical ab\t succe$+4 ,y might 
?9k1 ,a s+le  little slip & ,i'd lose   
out4 ,x's a ?\s& to "o aga9/ me4 ,!     
fact is t ! odds on ! side ( failure are
 v heavy 9 ! case  ( an ord9>y man4 ,if 
y c r$uce !m only a little 9 y\r  own   
case1 y w get a />t t[>ds success       
because ( ! slight  less5+ ( y\r h&icap4
    ,sid5ote3 ,value ( ,kn[+ a ,s+le    
,/ep    ,i recall a man :o ma/]$ b ?ree 
pr9ciples ( prospect+ ne$s4  ,) ?is     
limit$ k ( salesman%ip he 0 able to     
induce a  great f9anci] to op5 ! door ( 

opportunity & take him into a  field (  
ri* *ances to e>n a =tune4 ,ano!r fri5d 
( m9e got 8  />t solely f k ( a         
manufactur]'s pr9cipal hobby4 ,:at  he  
knew ab\t ! s+le tax enabl$ him to plan 
a sure approa* to  ! m9d ( ! factory    
own]4 ,a "y lawy] 9 ,*icago seiz$ ^u a  
*ance = fame & weal? 9 8 fir/ meet+ ) a 
poor1 seem+ly  unsuccessful inv5tor4 ,9 
ea* ( ^! in/ances a s+le /ep ( !  sell+ 
process1 tak5 correctly1 c>ri$ !        
salesman ?r\gh ! door  ( opportunity &  
br\ght him )9 rea* ( ! beg9n+s (        
success4    ,sid5ote3 ,get ,ready =     
,imag9able ,happ5+s    ,y may n ne$ to  
knock at t door1 nor wait = an          
invitation to  come 94 ,9 y\r case1     
p]haps1 ! door /&s op51 ) a ,welcome    
mat j outside4 ,yet if y d ne$ to knock 
) y\r ideas =  admittance to ano!r man's
 m9d1 & if x ev] becomes necess>y =  y  
to w9 a welcome1 ?is *apt] w prove      
valuable read+4 ,y w  be help$ to ga9   
y\r desir$ *ance1 & ! dang] ( y\r       
failure  w be m9imiz$1 if y "k h[ to    

knock & exactly :at to d  to assure y\r 
welcome4    ,ev5 ! ma/] salesman c nev] 
be absolutely c]ta9 ( !  reception he w 
h f any prospect4 ,!re=e he goes load$ =
  all imag9able cont+5cies4 ,y1 !       
salesman ( y\rself1 %\ld be  likewise   
prep>$ ) k ( h[ ea* & e /ep 9 !  sell+  
process may be tak5 mo/ effectively4    
,:atev] em]g5cy  arises1 y mu/ be ready 
to take ! fulle/ advantage ( a favorable
  turn1 & equally ready to r$uce z mu* z
 possible any disadvantage  y enc\nt]4  
,sid5ote3 ,knock+ & ,gett+ ,9    ,(     
c\rse x w avail y no?+ if y succe$ only 
9 rea*+  ! p>ticul> man ?r\gh :om y h   
plann$ to ga9 success4 ,&  aft] y meet  
him x w d y no mat]ial good to size him 
up  correctly2 if y are !n unable to    
hold 8 att5tion to y\r  pres5tation (   
ideas4 ,y\r prelim9>y skillful          
salesman%ip w\ld all  be wa/$4          
,evid5tly1 9 ord] t y may cont9ue !     
process (  ga9+ y\r *ance1 x is necess>y
 t y %\ld "k h[ to knock  on ! door ( 8 
m9d 9 su* an agreeable b compell+ way t 

he w be =c$ to let 8 att5tion come out  
pleasantly to y  & y\r purpose4 ,h5ce "r
 knock+ at ! door ( opportunity         
imm$iately foll[s ! size-up z an        
ess5tial "p ( ! process (  mak+ success 
c]ta94    ,x is necess>y next = y to "k 
h[ to prev5t a turn-d[n on !  front por*
 ( y\r prospect's m9d1 & h[ to insure ! 
admission (  y\r ideas to 8 ?\ghts4 ,y c
 compel y\r prospect to op5 !  door ( 8 
att5tion1 b 9 ord] to get inside 8 m9d &
 secure  8 int]e/ 9 y\r purpose1 y mu/  
w9 8 will+ invitation  = y\r ideas to   
ent] 8 ?\ghts & make !mselves at home   
!re4    ,sid5ote3 ,c]ta9 ,success       
,me?ods    ,we h se5 h[ y c make c]ta9 (
 ga9+ y\r *ance to rea*  ! door (       
opportunity4 ,y c size up surely y\r    
prospect's dom9ant  *>act]i/ics & :at he
 is ?9k+4 ,likewise y c gu>antee to     
y\rself1 fir/ ! att5tion1 & second !    
int]e/ ( ! man y  h come to see4 ,x is  
necess>y only t y use ! me?ods ( !  ma/]
 salesman to compel ! op5+ ( ! door & to
 induce !  ext5sion ( welcome to y\r    

ideas4    ,sid5ote3 ,our ,old           
,acqua9tance ,aga9    ,"h aga9 we meet  
our old acqua9tance1 !                  
discrim9ative-re/rictive  me?od4 ,y mu/ 
discrim9ate betwe5 ! process ( knock+ at
 !  door ( opportunity & ! process (    
secur+ ! invitation to come  94 ,!n1 9  
practic+ ^! relat$ b diff]5t /eps ( !   
sell+ process1 x is necess>y t :5 y     
knock y re/rict  y\rself to ! use ( !   
me?ods t are mo/ effective 9 ga9+       
att5tion4 ,simil>ly y %\ld re/rict      
y\rself to us+ ! v  diff]5t me?ods (    
secur+ int]e/1 :5 y "w to get an        
invitation = y\r ideas to come inside ! 
o!r man's m9d & make  !mselves at home  
!re4    ,sid5ote3 ,process ( ,compell+  
,att5tion    ,psy*ologi/s def9e         
,att5tion z t act ( ! m9d :i* holds to  
a giv5 object p]ceiv$ by "o or m s5ses1 
to ! exclusion (  all o!r objects t     
might be p]ceiv$ at t "t by ! same or   
o!r s5ses4 ,a knock at a door attracts  
att5tion because x  tempor>ily div]ts ! 
previ\s att5tiv5ess ( ! m9d to o!r  ?+s1

 & conc5trates x on a new object (      
att5tion4 ,! s5se (  he>+ is /ruck4     
,:e!r or n ! m9d is will+ to he>1 x  _c 
help p]ceiv+ ! sudd5 new s\nd4 ,its     
att5tion is  =c$4 ,! in/ant ! knock is  
he>d1 ! m9d is compell$ to drop  or     
susp5d :at x has be5 ?9k+ ab\t2 ?\gh ?is
 exclusive new  att5tion to ! knock may 
la/ b a fraction ( a second4    ,our    
s5ses function "u ! control ( !         
sub-consci\s m9d4 ,x is  futile = u to w
 t we won't he>1 or see1 or ta/e1 etc4  
,we  h to take 9 s5se impressions1 :e!r 
we want to d s or n4  ,!re=e1 if y      
employ re/rictively ! s5se-hitt+ me?od1 
y  c =ce ! man ^u :om y call to give 8  
att5tion to y or  to ! pres5tation ( y\r
 ideas4    ,sid5ote3 ,induc+ ,int]e/    
,x is necess>y to discrim9ate1 h[ev]1   
betwe5 ! use ( ! av5ues  to rea* ! m9d  
c5t] ( att5tion1 & ! use ( v diff]5t    
ways into ! m9d c5t] ( int]e/4 ,if y />t
 wrong1 !re is  v little *ance t y w    
arrive at ! "r de/9ation4 ,!  c5t] (    
int]e/ is :olly "u ! control ( !        

consci\s m9d4  ,y\r prospect c refuse to
 be int]e/$1 if he *ooses1 despite y\r  
det]m9ation to int]e/ him4 ,8 int]e/ mu/
 be induc$4 ,any  attempt to compel x is
 apt to h a fatal result4 ,ne>ly always 
su* an ef=t to =ce int]e/ develops      
antagonism1 in/ead4    ,b !re are me?ods
 ( induc+ int]e/ t are j z sure to      
succe$ z are ! s5se-hitt+ me?ods by :i* 
att5tion may be  compell$4 ,?is d\ble   
/ep 9 ! process ( sell+ ! true idea (   
y\r be/ capabilities 9 ! "r m>ket c be  
tak5 ) absolute  c]ta9ty ( success if y 
"k & practice ! pr9ciples 9  accordance 
) :i* ! ma/] salesman sells 8 ideas (   
goods to  prospects4 ,we are to /udy ^! 
pr9ciples n[1 z appli$ to ! sale  ( y\r 
qualifications = success 9 ! field y h  
select$4    ,sid5ote3 ,exclusive        
,agreeable ,att5tion    ,:5 y ent] !    
(fice ( y\r prospect--y\r *os5 future   
employ]1  = example--he w be giv+ 8     
att5tion to some?+4 ,no "o1  :ile he is 
awake1 c be :olly non-att5tive4 ,y\r    
function1 at ?is  /age ( ! sell+        

process1 is to compel him to /op pay+   
att5tion  to some?+ or somebody else1 & 
to give y & y\r ideas 8  exclusive      
att5tion4    ,sid5ote3 ,avoid ,mak+     
,unfavorable ,impressions    ,( c\rse   
good salesman%ip makes x advisable also 
to avoid creat+ a  disagreeable         
impression :ile =c+ y\rself & y\r ideas 
^u !  att5tion ( y\r prospect4 ,!       
consci\s m9d gov]ns a man's likes  &    
dislikes4 ,s if y knock compell+ly at ! 
door ( t m9d to  ga9 att5tion1 y may    
ar\se v unfavorable att5tion4 ,=        
illu/ration1 a boi/]\s greet+ ( y\r     
prospect1 or a v noisy  entrance into 8 
(fice1 w\ld d\btless compel 8 att5tion  
by !  direct hamm]+ on 8 s5ses4 ,b !    
attraction ( 8 att5tion to  y w\ld      
affect ! op]ations ( bo? 8 consci\s &   
sub-consci\s  m9ds1 & 8 consci\s m9d    
w\ld be disagreeably impress$4 ,8       
compell$ att5tion1 !re=e1 might result 9
 y\r be+ ?r[n out4    ,sid5ote3 ,ga9+   
,bo? ,att5tion ,& ,int]e/    ,h[ev]1 y c
 knock at ! s5se doors ( ! sub-consci\s 

m9d  ) su* unobjectionable s5se-hitt+   
me?ods t :ile agreeable  att5tion w be  
compell$ !reby1 y c also be sure t a    
favorable impression on ! consci\s m9d (
 ! prospect w be  induc$4 ,=            
illu/ration1 if y\r prospect is evid5tly
 busy at 8  desk :5 y are admitt$ to 8  
(fice1 y might compel 8 att5tion  by    
ent]+ v quietly & by /&+ 9 sil5ce )\t   
int]rupt+  him until he has _h an       
opportunity to f9i% :at he is do+4 ,8   
s\nd s5se w\ld be /ruck1 p>adoxically1  
by y\r exceptional  quietness4 ,8 s5se (
 equilibrium w\ld also be affect$ by y\r
  p]fect poise :ile wait+4 ,y\r :ole    
attitude w\ld impress him s  favorably t
 8 especial int]e/ 9 y w\ld be induc$4  
,8  greet+ w\ld be pleasant4    ,suppose
 y\r prospect looks up f 8 "w :5 y ent] 
8  pres5ce1 & y approa* close to 8 desk2
 if y are immaculate 9  dress & body1 y 
w appeal agreeably to 8 olfactory s5se4 
,!  law ( ! association ( ideas w !n    
beg9 to "w 9 y\r favor4  ,y\r prospect w
 get subconsci\sly a consci\s impression

 ( y\r  clean "*4    ,y might we> a fre%
 fl[] 9 y\r buttonhole & s /rike sev]al 
( 8 s5ses pleasantly4 ,b unless ! fl[]  
is inconspicu\s & 9  good ta/e x w\ld   
make an unfavorable impression4         
,sid5ote3 ,good ,impressions    ,let u  
assume n[ t :5 y ent] ! (fice ( y\r     
prospect1 he is  disgruntl$ ab\t some?+4
 ,y c take "s ( ! heat out ( 8  ill     
temp] by y\r appe>ance ( cool           
self-confid5ce & good nature4    ,!re   
are _m m su* favorable s5se impressions 
:i* y c\ld  make by simply /&+ 9 manly  
erectness :ile wait+ to receive !       
exclusive att5tion ( y\r prospect4 ,y   
might employ all !  s5se-hitt+ features 
( be>+ & mann] ref]r$ to above4 ,!      
effect ( ! sum ( ^! w\ld be ! =c$       
agreeable att5tion (  y\r prospect4 ,he 
simply c\ld n help notic+ ! v>i\s items 
t  w\ld /rike 8 diff]5t s5ses2 nor c\ld 
he help be+ agreeably  impress$2 ?\gh he
 might n give y any indication ( !      
effect y  _h compell$4    ,sid5ote3     
,cont9ual ,att5tion ,necess>y    ,x is  

highly important t y %\ld be able fir/  
to ga9 !  favorable att5tion ( y\r      
prospect1 & second to hold x until 8    
int]e/ is ar\s$4 ,x may also be necess>y
 = y to rega9 8  att5tion if x is       
tempor>ily lo/ & div]t$ to "s o!r       
object4  ,! ma/] salesman realizes x is 
ess5tial to h ! att5tion (  8 prospect  
cont9ually c5t]$ ^u ! ideas pres5t$1    
?r\gh\t ! sell+ process4 ,only a poor   
salesman ( ideas w\ld g  "r on talk+1   
ev5 ?\gh x might be cle>ly evid5t t he  
did  n h ! exclusive att5tion ( ! man   
address$4    ,sid5ote3 ,rega9+ ,att5tion
    ,:5 y pr(f] y\r capabilities =      
pur*ase by a prospective  employ]1 d n  
make ! mi/ake ( cont9u+ to pres5t y\r   
be/  sell+ po9ts if y h any d\bt t 8    
att5tion is exclusively  y\rs4 ,/op y\r 
sell+ process if 8 att5tion w&]s or is  
div]t$4 ,use ! s5se-hitt+ me?od to      
compel x to come back to  y & y\r ideas4
 ,if "s "o %\ld ent] 8 (fice :ile y are 
talk+ to him1 or if 8 telephone %\ld r+1
 /op %ort 9 y\r  pres5tation4 7,y\r     

sudd5 sil5ce1 9 itself1 w be att5tion   
compell+47 ,d n g on ) y\r sales        
pres5tation until !  int]ruption is ov]4
 ,!n use "s s5se-hitt+ me?od ( mak+ sure
  t 8 att5tion is aga9 conc5trat$ on y &
 y\r ideas4    ,sid5ote3 ,s5se ,hitt+   
,an acqua9tance ( m9e :o _h especially  
fitt$ himself = bus9ess  correspond5ce1 
typ$ /rik+ p>agraphs tak5 f =m lett]s he
 _h  devis$ & pa/$ ! slips ( pap] on    
/iff fil+ c>ds4 ,he c>ri$  ) him to 8   
int]view ) ! presid5t ( a l>ge          
corporation  ab\t ?irty-five or =ty ( ^!
 c>ds4 ,8 prospect+ _h indicat$  t 9 !  
c\rse ( ! half h\r he _h plann$ to take 
up ) a  pres5tation ( 8 capabilities ?is
 executive w\ld be int]rupt$  (t5 by    
telephone calls & ! entrance (          
subord9ates4 ,!  salesman's size-up also
 reveal$ t 8 prospect's att5tion 0      
likely to w&] to ! ?+s on 8 desk4 ,f "t 
to "t :5 !  correspond5t 0 pres5t+ 8    
ideas ! presid5t rea*$ out 8  h& & pick$
 up a pap]4 ,evid5tly he 0 incl9$ to    
give b  flighty att5tion to 8 call]4    

,sid5ote3 ,/rik+ ,m ,?an ,"o ,s5se    ,!
 salesman1 h[ev]1 _h come load$ =       
exactly ?is situation4 ,he  _h work$ out
 8 sell+ plan 9 detail4 ,z he develop$  
idea aft]  idea1 he us$ a device =      
rega9+ att5tion by hitt+ at !           
prospect's s5ses ( sight & he>+4 ,j z   
soon z !  presid5t's h& w&]$ to a pap]1 
! salesman ruffl$ ! c>ds he  held1      
quickly select$ "o1 & click$ x d[n on ! 
desk top be=e  8 prospect4 ,he _h to d  
?is p]haps a doz5 times be=e he felt    
confid5t he _h cl9*$ ! int]e/ ( !       
executive4 ,if !  salesman _h us$ words 
m]ely1 :at1 he said 9 pres5t+ 8 ideas to
  ! prospect might h gone 9 "o e> & out 
! o!r4 ,b 8  action ( ruffl+ ! c>ds     
/ruck ! presid5t's s5ses ( sight &  he>+
 compell+ly2 z did ! click+ ( ! c>d on !
 desk top  :5 x 0 pres5t$ = read+4      
,repeat$ly ! return ( !  prospect's w&]+
 att5tion 0 =c$ subconsci\sly2 yet no   
disagreeable impression 0 made on 8     
consci\s m9d4 ,9 ! c\rse (  half an h\r 
! correspond5t succe$$ 9 sell+ 8 s]vices

 at a  v satisfactory sal>y4            
,sid5ote3 ,come ,load$    ,if y simil>ly
 come load$ = s5se-hitt+1 y w be able to
  get y\r prospect's att5tion orig9ally1
 & to rega9 x :5ev] x  is tempor>ily    
lo/4 ,9 advance ( y\r call on ! man to  
:om y want  to sell y\r s]vices1 ?9k out
 ?+s y c d t w /rike "o  or m ( 8 s5ses 
=cibly1 )\t mak+ disagreeable           
impressions4  ,y c take ) y to !        
int]view specim5s ( y\r "w1 or          
te/imonials2 & hold !m 9 y\r h& :]e !y w
 attract notice4  ,or y might plan to   
use att5tion-compell+ ge/ures4          
,sid5ote3 ,tone ,v>iations    ,*anges ( 
tone w make ! o!r man p]k up 8 e>s if 8 
att5tion w&]s2 s plan to introduce      
v>iety into y\r mann] (  speak+4 ,don't 
j op5 ! spigot ( y\r m9d & let y\r ideas
  run out 9 a monotone4 ,v>iety ( voice 
is pleas+1 z well z  att5tion-compell+4 
,i "k a salesman :o is 9 ! habit ( us+ a
 spotlessly clean big  h&k]*ief to help 
him keep ! prospect's m9d conc5trat$ on 
!  proposition be+ pres5t$4 ,:5ev] ! o!r

 man's att5tion is  div]t$1 ?is salesman
 :isks 8 h&k]*ief f 8 pocket &  t\*es 8 
lips ) x4 ,! fla% ( :ite hits !         
sight-s5se ( !  prospect & br+s back 8  
w&]+ att5tion to ! salesman4            
,sid5ote3 ,s5se ,hitt+ ,%\ld ,help ,!   
,sale    ,b su* devices are sup]ficial4 
,! be/ s5se-hitt+ means (  compell+     
att5tion1 directly relates "s s5se      
effect to !  salesman's purpose4    ,!  
correspond5t :o ruffl$ 8 c>ds & click$  
!m d[n on !  prospect's desk w\ld n h   
be5 s successful if on ea* c>d he _h  n 
pa/$ a specim5 ( 8 "w z an effici5t     
lett] writ]4 ,if he  _h br\ght a pack ( 
blank c>ds1 = example1 ! repeat$ use ( 8
  device = gett+ att5tion might h       
irritat$ ! o!r man4 ,to  analyze !      
illu/ration fur!r2 if ! correspond5t _h 
br\ght !  specim5s ( 8 "w on lett] pap]1
 n pa/$ on /iff c>ds1 !y  w\ld h be5 mu*
 less effective4 ,he c\ld n h ruffl$ !m1
 &  w\ld h be5 unable to make ! click+  
s\nd he us$ to hit !  o!r man's e>s4    
,sid5ote3 ,sugge/+ ,capability          

,suppose y apply = a situation z a      
bookkeep] or an acc\ntant4 ,"o  ( ! be/ 
s5se-hitt+ devices y c\ld use to compel 
att5tion to  y\r ability w\ld be a      
collection ( complicat$ tabulations 9   
y\r  h&writ+1 made neatly )\t a         
correction or an erasure4 ,su* an       
exhibit ( pa9/ak+ workman%ip1 if        
complem5t$ by a neat1  attractive       
p]sonal appe>ance1 w\ld =ce ! employ] to
 notice  y & ! pro(s ( y\r              
qualifications4 ,y c]ta9ly w\ld make a  
mo/ favorable impression4 ,y\r prospect 
w\ld imag9e 8 books &  records z y w\ld 
keep !m4 ,:5 pres5t+ ! evid5ces ( y\r   
capability z an acc\ntant1 y c\ld sugge/
 o!r qualities ?an  ^? m5tion$--su* z ! 
prop] pride ( a good workman1 s]i\s     
e>ne/ness1 dignity1 ke5 intellig5ce1    
etc4 ,su* sugge/ions made  ) ! aid (    
s5se-hitt+ devices w\ld help y to       
complete !  sale ( y\r s]vices4         
,sid5ote3 ,make ,y\r ,qualities ,/& ,out
    ,p]haps y wi% p>ticul>ly to impress 
y\r qualities ( al]tness1  en]gy1 love (

 "w1 & physical /am9a4 ,!n sit or /&    
easily  erect :5 y call on y\r prospect4
 ,if y %\ld slump or loll 9  y\r *air1 y
 w\ld sugge/ t y lack$ ! v *>act]i/ics  
on :i* y are dep5d+ to get ! job4       
,make y\r be/ qualities /& out          
noticeably 9 y\r be>+4 ,%\ld  y apply = 
a position ( great tru/1 requir+ !      
ex]cise ( !  f9e/ discretion1 be sure to
 look ! o!r man frankly 9 ! face &  let 
him see into y\r eyes4 ,also modulate   
y\r tones to ! pit* (  discretion &     
confid5ce4 ,y\r mann]1 y\r expressions1 
y\r voice  w all draw att5tion to y\r   
fitness = ! *ance y want4    ,sid5ote3  
,orig9al ,me?ods    ,su* illu/rations z 
h be5 giv5 above %\ld be und]/ood z     
m]ely sugge/ive ( ways to use !         
s5se-hitt+ me?od ( compell+  att5tion4  
,d n copy ! sugge/ions (f]$4 ,?9k out = 
y\r  individual use a collection (      
s5se-hitt+ devices ( y\r own4 ,!n  y w  
be able to select v>i\s ways to ga9 & to
 re-ga9 att5tion  :5 y are 9 ! pres5ce (
 a prospect4 ,no matt] :at may be y\r   

ability & ambition1 !re are features (  
y\r "* & y\r  s]vice capacity t y c     
utilize to make direct s5se appeals4    
,f9d out = y\rself :at !y are1 & plan h[
 to use !m mo/  effectively4 ,if y _c   
ga9 att5tion to y\r qualifications1 or  
if  y are unable to recall w&]+         
att5tion1 y may lose ! *ance  y h       
succe$$ 9 gett+4 ,insure y\rself aga9/ !
 possibility  ( su* a disa/]2 s t y\r   
previ\s good salesman%ip 9 secur+  an   
int]view w n all g = naught4            
,sid5ote3 ,out-(-!-,ord9>y ,?+s    ,if y
 d some?+ out ( ! ord9>y1 ! =ce ( y\r   
s5se-hitt+ w be mu* great] ?an if y     
employ only common  devices = ga9+      
att5tion4 ,x is bett] to d some?+ t     
compels att5tion to y\r recomm5dations  
?an to say ,i want to call  y\r att5tion
 to ^! lett]s4    ,sid5ote3 ,dang] (    
,di/ract+ ,att5tion    ,h[ev]1 !re is   
always ! dang] t 9 ga9+ att5tion by     
unusual means y may attract too mu*     
att5tion to ! device y  use1 & s di/ract
 notice f ! proposition y are pres5t+  =

 sale4 ,!re=e be sure t :atev]          
extraord9>y ?+ y d to  compel att5tion  
contributes directly to y\r ma9 purpose 
& does  n lead y\r prospect (f on a side
 track ( ?\ght4    ,a bus9ess h\se once 
got out an adv]tis+ novelty & _h samples
  di/ribut$ by ! salesm5 z gifts to _!  
pr9cipal cu/om]s4  ,! novelty 0 an +5i\s
 me*anical device4 ,x attract$ s mu*    
att5tion to itself t :5 a salesman put x
 on ! desk ( a  prospect be=e beg9n+ 8  
sales talk1 ! att5tion ( ! o!r  man 0   
drawn f :at ! salesman 0 say+ & 0 giv5  
to !  novelty4 ,! prospect w\ld pick up 
& exam9e ! adv]tis+ device  :ile !      
salesman 0 pres5t+ ideas reg>d+ 8 /&>d  
l9e  ( goods4 ,z a result1 _m ( ! be/   
po9ts ( ! sales talks  7 unnotic$4 ,!   
adv]tis+ novelty 0 a detrim5t4 ,! sales 
volume fell (f :ile x 0 be+ di/ribut$4  
,! slump 0 trac$  directly to ! mi/ake (
 hav+ ! salesm5 pass out !              
att5tion-compell+ device :i* 0 n relat$ 
to ! /aples (  ! h\se l9e4    ,sid5ote3 
,! ,rem$y    ,! di/ribution 0 made by   

mail !reaft]1 9 advance ( !  salesman's 
call4 ,x 0 effective !n z an            
introduction = !  travel]2 because by ! 
"t he came to see ! prospect1 ! novelty 
( ! adv]tis+ device _h worn (f4 ,x 0 no 
long] an  att5tion-di/ract]4            
,sid5ote3 ,?ree ,ways ,to ,compel       
,att5tion    ,rememb] t ! att5tion ( y\r
 prospect is always giv5 to  some?+4 ,if
 ano!r object ( att5tion is m compell+  
?an  y\r means ( =c+ 8 notice1 y\r      
attempt w fail4 ,!re=e be  sure t y\r   
att5tion-gett+ device has at lea/ "o (  
?ree po9ts  ( sup]iority4    7#a7 ,x c  
be /rong] ?an ! o!r appeal to ! same    
s5se4 ,if  y\r prospect's att5tion to   
:at y are say+ w&]s because a           
phonograph />ts to play 9 ! next room1 y
 c recall x to y\r  pres5tation by      
slapp+ y\r h&s toge!r to emphasize a    
po9t1 or  y c *ange y\r tone sudd5ly4 ,8
 s5se ( he>+ w be /ruck  compell+ly by  
y\r device4    7#b7 ,y\r appeal =       
att5tion c be made to m s5ses ?an are   
be+ rea*$ by ! di/raction4 ,! phonograph

 music hits only !  e>s ( y\r prospect4 
,besides slapp+ y\r h&s toge!r or *ang+ 
y\r tone1 y c supplem5t su* appeals to 8
 tone s5se by an  appeal to 8 s5se (    
sight4 ,y c make a ge/ure1 or display a 
lett] = him to read j at t mom5t4       
7#c7 ,y\r appeal c hit ! s5ses ( y\r    
prospect m insi/5tly  ?an ! o!r4 ,if !  
phonograph music proves v attractive to 
him1  y w ne$ to keep hamm]+ at him )   
=ceful *anges ( voice1  ) ge/ures1 by   
t\*+ him1 or by do+ some?+ else to make 
8  att5tion to ! music let g4           
,sid5ote3 ,summ>y    ,to summ>ize ! mo/ 
effective me?od ( ga9+ att5tion--hit ea*
  s5se to :i* y appeal z /rongly z y c1 
)\t mak+ a  disagreeable impression1    
/rike z _m s5ses z possible1 & keep on  
us+ y\r s5se-hitt+ device z long z      
necess>y to get or to  recov] exclusive 
favorable att5tion4    ,_m a man has    
ga9$ success because he fir/ ga9$       
att5tion4 ,he  /ood out f ! cr[d1 or 0  
able to make 8 qualities noticeable4    
,:5 "o is fully qualifi$ = success1 he  

may ne$ only to attract  att5tion to 8  
capabilities2 !n he is likely to be giv5
 ! *ance  he wants4    ,sid5ote3 ,i'm ,n
 ,int]e/$    ,(t51 h[ev]1 ! salesman is 
discomfit$ aft] he ga9s att5tion4  ,!   
prospect halts ! sell+ process by       
decl>+1 ,i'm n  int]e/$4 ,suppose y are 
able to compel y\r prospective employ]  
to  notice y favorably1 b he balks !re &
 %[s no incl9ation to  buy y\r s]vices4 
,he has li/5$ att5tively to all y h     
said4 ,he  has conc5trat$ 8 m9d ^u y1 & 
has n w&]$ 9 ?\ght to  o!r subjects4    
,yet y p]ceive t he is incl9$ to put y  
(f or  to turn y d[n4 ,evid5tly1 9 ord] 
to prev5t su* a contretemps1 y  ne$ to  
resort n[ to a diff]5t sell+ /ep1 :i* y 
h n  tak5 previ\sly4    ,x is necess>y t
 y h at y\r comm& a way to induce       
int]e/4  ,?is int]e/-induc+ means mu/ be
 z sure 9 its effects z !  s5se-hitt+   
me?od ( compell+ att5tion4 ,o!rwise y   
c\ld n be  c]ta9 ( success ) ! sell+    
process4 ,if ! effectiv5ess (  e /ep _c 
be assur$ 9 advance1 y w n rely         

confid5tly  on salesman%ip to a*ieve y\r
 ambition4    ,sid5ote3 ,discrim9ate    
,betwe5 ,att5tion ,& ,int]e/            
,probably y h nev] work$ out 9 y\r m9d  
exactly ! reasons :y  y are int]e/$ 9   
p>ticul> ?+s & 9 c]ta9 p4 ,let u  make  
an analysis4 ,y\r att5tion might be     
attract$ s /rongly to a  vici\s crim9al 
t = ! "t be+ y c\ld ?9k ( no "o else4   
,yet 8 fate might be a matt] ( su*      
indiff]5ce to y t y  w\ld h absolutely  
no int]e/ 9 ! man4 ,b suppose y %\ld    
see 9 8 face1 or 9 an expression ( 8    
eyes1 some?+ t haunt$  y\r memory       
appeal+ly4 ,x w\ld induce y to read !   
newspap]  acc\nts ( 8 trial4 ,y w\ld    
feel a little sorry = him1 on  le>n+ t  
he _h be5 s5t5c$ to a long t]m 9 prison4
 ,v  likely y w\ld say to y\rself1 ,i   
suppose he is a mighty t\gh  "*1 b ,i   
believe !re is some?+ 9 him t isn't     
altoge!r  bad4 ,y\r intuition w\ld tell 
y he possess$ undef9$ traits t  y l4 ,9 
y\r own lik+ = ^! *>act]i/ics t y       
vaguely disc]n$ 9 him :5 y saw him1 is !

 key to ! int]e/  he induc$4            
,sid5ote3 ,:at & ,:om ,we ,l    ,:at d  
we l8 ,:om d we l8    ,?+s t are l our  
own ideas4 ,p :o are l ! ideas we  h    
ab\t likable p4 ,int]e/ is all a matt] (
 recogniz+  po9ts ( lik5ess4    ,9 ord] 
to draw y\r prospect beyond ! att5tion  
/age ( ! sell+  process1 & to induce 8  
int]e/ 9 y\r goods1 y mu/ impress on    
him sugge/ions ( ! simil>ity ( y\r ideas
 to ideas already 9 8  own m9d4 ,he w l 
y\r ideas 9 proportion to _! resemblance
 to  8 own way ( ?9k+ on ! same         
subjects4 ,s y %\ld express  y\rself z  
ne>ly z possible 9 8 t]ms1 & attract 8  
int]e/ by  mak+ him feel t y\r m9d & 8  
are mu* alike4    ,sid5ote3 ,non-,int]e/
    ,"o day ,i 0 sitt+ 9 ! private (fice
 ( a v weal?y  philan?ropi/4 ,a salesman
 pres5t$ a lett] ( introduction to !    
millionaire1 :o 9 turn introduc$ me to 8
 call]4 ,! newcom]  !reupon proce$$ to  
pres5t mo/ attractively a bus9ess       
proposal4 ,he  (f]$ my fri5d an excell5t
 opportunity to make a good deal ( money

  by jo9+ an und]writ+ syndicate4 ,!    
millionaire at once decl>$  he 0 n      
int]e/$4 ,i h all ! money ,i want1 he   
said1 & b[$  ! salesman out4 ,! ideas t 
_h be5 pres5t$ to him 7  altoge!r       
diff]5t f 8 own f9ancial motives4       
,sid5ote3 ,int]e/    ,t same aft]noon   
ano!r promot] call$ ^u my fri5d ) a     
project = inve/m5t 9 a h\se-build+      
corporation4 ,?is second  salesman      
evid5tly _h prospect$ ! philan?ropi/ &  
_h plann$  j h[ to int]e/ him4 ,he did n
 /ress ! pr(its to be made f  inve/m5t 9
 ! /ock ( 8 corporation1 b ref]r$ to !m 
9 a  m9or key4 ,he emphasiz$ ! ne$ ( !  
city = m homes1 & cit$  in/ances (      
di/ress due to ! h\s+ %ortage4    ,my   
fri5d 0 ?or\ghly int]e/$4 ,he took home 
! salesman's  prospectus = fur!r /udy4  
,s9ce he 0 a good bus9ess man1 he       
satisfi$ himself t ! inve/m5t w\ld be   
pr(itable4 ,b he  subscrib$ = fifty ?\s&
 doll>s wor? ( securities pr9cipally    
because !y repres5t$ a project l 8 own  
ideas ( ! way money  %\ld be put to "w =

 human happ9ess4    ,sid5ote3 ,"k       
,prospect's ,likes & ,dislikes    ,:5 y 
call on ! man y h select$ z y\r future  
employ]1 g  equipp$ ) all ! prospect+ k 
reg>d+ him t y h  be5 able to get4 ,be  
sure y "k 8 /ronge/ likes & dislikes4   
,size him up on ! spot1 = ! purpose (   
supplem5t+ :at y h  previ\sly le>n$ ab\t
 him4 ,hit 8 att5tion ) s5se-appeals    
relat$ to 8 peculi>ities4 ,!n1 9 ord] to
 make sure ( 8  int]e/1 pres5t "s idea t
 is ( ! k9d he especially likes4  ,he w 
op5 8 m9d & welcome y\r idea at once4   
,sid5ote3 ,! ,man ( ,quick ,decisions   
,suppose he has a reputation =          
brusqu5ess & quick decisions1 & is      
impati5t ab\t any wa/e ( "t4 ,y probably
 w\ld help y\r cause by  look+ him      
/raight 9 ! eye & say+ bluntly some?+ l 
?is3    ,i want to "w = y because y are 
my k9d ( a man4 ,ask me any  que/ions y 
want1 n[4 ,y won't h to call me on !    
c>pet =  in=mation ab\t my "w aft] y    
hire me4 ,pay me two hundr$ doll>s  a   
mon?1 & ,i won't be back 9 ?is (fice to 

get a raise until y  s5d = me4    ,i "k 
a "y man :o secur$ a good job f an old  
crab 9 j  t way1 )9 ?ree m9utes aft] !y 
fir/ met4    ,two m5 s\ght ! position ( 
(fice manag] ( an automobile company4   
,! own]s ( ! bus9ess 7 ?or\gh me*anics  
:o _h design$  _! own c>1 b :o 7        
comp>atively unfamili> ) (fice          
op]ations4 ,!y 7 n at home outside _!   
factory4    ,sid5ote3 ,mi/ake ( ,speak+ 
,diff]5t ,language    ,! fir/ c&idate = 
! vacant position br\ght ! f9e/         
recomm5dations ( 8 qualifications =     
(fice managem5t4 ,! o!r  applicant _h _h
 mu* less exp]i5ce1 & 0 n ne>ly s well  
qualifi$4 ,b ! fir/ man 0 a poor        
salesman ( 8 capabilities4 ,he  fail$ to
 recognize1 :5 he expla9$ 8 ideas to !  
p>tn]s1 t  he 0 talk+ to a pair (       
me*anics4 ,!y did n und]/& !  language  
he us$4 ,8 pres5tation ( 8              
qualifications z an (fice  manag] w\ld h
 impress$ an employ] accu/om$ to sitt+  
at a  desk4 ,b ! p>tn]s 7 intuitively   
prejudic$ aga9/ ! capable  c&idate :o 0 

s v unlike !mselves 9 all respects4     
,sid5ote3 ,speak+ ! ,same ,language     
,! o!r applicant 0 %rewd4 ,he us$       
salesman%ip 9 pres5t+ 8  less]          
qualifications = ! position4 ,he talk$ 9
 t]ms borr[$ f  ! language ( %op        
practice4 ,he comp>$ ! plans he sugge/$ 
=  ! (fice supplies /ock room1 ) ! tool 
crib 9 ! factory4 ,he  expla9$ 8 idea ( 
(fice organization by us+ z a model a   
*>t (  ! plant dep>tm5ts4 ,he comp>$    
(fice exp5ses ) factory  ov]head4    ,! 
own]s ( ! bus9ess und]/ood v little ab\t
 ! subjects he  discuss$1 b he us$ words
 & expressions t 7 famili> to !m4  ,s 8 
ideas1 z he pres5t$ !m1 impress$ !      
p>tn]s z l  _! own way ( look+ at ?+s4  
,! bett] salesman1 :o knew h[  to int]e/
 8 prospects1 got ! five-figure job2    
?\gh he 0 a less  capable (fice         
executive ?an ! disappo9t$ applicant4   
,sid5ote3 ,fitt+ ,ideas ,to ,prospect's 
,m9d    ,d n try to sell ano!r man      
p>ticul> ideas because y l !m4  ,y are n
 ! buy]4 ,sell him ideas t he likes4    

,fit ! ideas y  br+ him to ! *>act]i/ics
 ( 8 m9d4    ,if y judge him to be a    
quick ?9k]1 d n hesitate 9 indecision a 
mom5t long] ?an is necess>y = y to make 
up y\r m9d  confid5tly4 ,on ! o!r h&1   
%\ld he be a delib]ate ?9k]1 be  c>eful 
n to make an impression t y are ra% or  
impulsive 9 y\r  decisions4    ,sid5ote3
 ,clo!s & ,int]e/    ,if he is incl9$ to
 be f9ical ab\t 8 dress1 or ov]-p>ticul>
  reg>d+ ord]l9ess1 he w be int]e/$ if  
y\r g>b is  punctili\sly correct & if y 
sugge/ to him ! habits ( precision4  ,i 
read a little :ile ago ! /ory ( a "y man
 :o lo/ ! *ance  to become ! confid5tial
 assi/ant ( a not$ f9anci]4 ,! "y man   
miss$ 8 opportunity because he made !   
mi/ake ( we>+ a s(t  coll> :5 he call$ =
 ! f9al int]view ) ! f9anci]4           
,sid5ote3 ,avoid ,false ,pret5se (      
,int]e/    ,d n1 ( c\rse1 put on false  
pret5ses1 to make y\r prospect l  y &   
y\r ideas4 ,rememb] t y mu/ live up to a
 fir/ good  impression4 ,s appe> no?+1  
say no?+1 d no?+ t is untrue  to y\r be/

 self4 ,b )\t any di%one/y y c indicate 
t y\r  way ( ?9k+ has po9ts ( simil>ity 
to ! slant ( ! o!r man's  m9d4 ,if he is
 a ,republican1 :ile y are a ,democrat1 
& ! subject  ( politics comes up1 d n   
pret5d to be an elephant wor%ip]4 ,admit
  y\r p>ty allegiance casually1 & rem>k 
t y are n hide-b\nd  9 y\r political    
fai?1 b op5-m9d$4 ,maybe he w employ y )
  ! hope ( conv]t+ y to ,republicanism4 
,sid5ote3 ,few ,direct ,opposites       
,!re are few ideas reg>d+ :i* hone/ m5  
are diametrically oppos$  on pr9ciple4  
,y c sugge/ to y\r prospective employ] !
 idea t  y are 9 accord ) 8 way ( ?9k+2 
?\gh y may diff] widely  9 _m respects4 
,y ne$ n emphasize ! degree ( y\r       
lik5ess  9 m9d4 ,c]ta9ly x w\ld be v    
poor policy to /ress y\r  diff]5ces (   
op9ion4    ,sid5ote3 ,l ,bre$s ,l       
,any lik5ess ( y\r sugge/ions to ! ideas
 ( ! o!r man w  impress him agreeably4  
,he w be pleas$ to f9d ! po9ts (        
resemblance1 & !y w help to gloss ov] a 
possible prejudice 9  8 m9d aga9/ y4 ,! 

association ( y\r simil> ideas on a     
subject  w sugge/ to him imag9ative     
pictures ( y\r association ) him 9  8   
bus9ess4 ,l bre$s l4 ,he w place y      
m5tally 9 a  situation :]e ! likable    
qualities he has f\nd 9 y might be      
employ$ to 8 satisfaction4    ,sid5ote3 
,inside ! ,door    ,!n y w be safely    
inside ! door ( 8 int]e/4 ,)\t  realiz+ 
x1 y\r prospect w\ld l to br+ ab\t !    
condition he  has imag9$4 ,he is beg9n+ 
to want y 9 8 employ2 ?\gh z yet  he has
 no deep-seat$ desire = y\r s]vices4    
,objections to y may  spr+ up 9 8 m9d1 b
 y c]ta9ly h be5 successful ?r\gh\t  !  
processes ( gett+ 8 response to y\r     
knock1 & ( secur+ =  y\r ideas 8        
invitation to come into 8 ?\ghts = a    
bett]  acqua9tance ) y\r purpose4       
,sid5ote3 ,unwelcome ,gue/s    ,aft]    
admitt+ y\r ideas to 8 m9d1 he may wi%  
he _h n welcom$  !m4 ,he may f9d        
objectionable ?+s 9 y or 9 y\r proposal4
  ,sometimes a man responds to a knock  
on 8 door1 & becomes  suffici5tly       

int]e/$ 9 ! call] to invite him to ent] 
! h\se2  b regrets aft]w>d t he ext5d$ !
 welcome4 ,?is *ange ( he>t  & m9d is   
usually due to some?+ done by ! visitor 
aft] 8  admittance4 ,h[ev]1 we are n    
consid]+ j n[ any /ep ( !  sell+ process
 beyond w9n+ a welcome4 ,9 lat] *apt]s  
we w  /udy h[ to make ! mo/ effective   
use ( hospitality & ! ?+s  to avoid t   
might impress ! ho/ z abuses ( !        
privileges ( a  gue/4    ,sid5ote3      
,furniture ( ,! ,m9d    ,ideas h be5    
call$ ! furniture ( ! m9d4 ,we h already
 se5  t !y are ! developm5ts ( repeat$  
s5se impressions4 ,a  p>ticul> m9d c5t] 
is p>tly or :olly furni%$ ) ideas 9     
proportion to ! man's use ( 8 s5se      
av5ues to br+ 9 ideas f  outside        
himself4 ,! doors ( ! m9d sw+ inw>d mo/ 
readily :5  ! new m5tal furniture br\ght
 along a s5se av5ue mat*es ! ideas      
already 9 ! m9d c5t]4 ,d\btless ! "y man
 :o lo/ !  int]e/ ( a great f9anci] by  
we>+ a s(t coll> w\ld h be5  able to    
hold x if he _h dress$ accord+ to 8     

prospect's ideas4    ,sid5ote3 ,"o      
,likable ,?+ ,helps    ,if !re is "o ?+ 
ab\t y t ano!r man dislikes1 x          
disproportionately t+es 8 entire        
attitude ( m9d t[>d y4 ,on !  o!r h&1 if
 y h "o especially likable feature1 x   
t5ds to  less5 ! disagreeable impression
 ( ?+s ab\t y t ! o!r  man does n l4    
,s1 :5 y come to a prospect z a salesman
 ( y\r be/ self & h  ga9$ 8 att5tion1   
avoid mak+ disagreeable sugge/ions to 8 
m9d1  & h at y\r comm& a numb] ( s5se   
appeals y are sure he w  l4 ,y c]ta9ly w
 secure 8 int]e/ if y foll[ ?is sell+   
process4    ,to w9 8 int]e/ y ne$ n     
induce y\r prospect to l y all  ?r\gh or
 9 e respect4 ,if he likes b "o ?+ ab\t 
y at  fir/1 he w be int]e/$ en\gh to    
give y ! *ance to develop  m int]e/4 ,! 
int]e/ t produces ! fruit ( acceptance  
is  (t5 a gr[? f only "o se$ s[n by !   
salesman ( ideas4    ,sid5ote3 ,avoid   
,ov]-,emphasis    ,at ?is /age ( ! sell+
 process x is n wise to plunge ahead    
fa/4 ,d n g to ! extreme on any subject 

t y f9d is  int]e/+ to y\r prospect4 ,8 
int]e/ may be mild1 & he might be       
prejudic$ if y seem to display excessive
 conc]n ab\t some?+ t  he consid]s (    
m9or importance4 ,i recall ! exp]i5ce ( 
a man :o  0 complim5t$ on keep+ an      
appo9tm5t to ! m9ute4 ,he  ov]-emphasiz$
 ! virtue ( punctuality & irritat$ 8    
prospect1  :o 0 n always on "t himself4 
,! job w5t to ano!r applicant4          
,sid5ote3 ,mod]ate ,attitude    ,be     
mod]ate 9 y\r attitude :5 y "w to secure
 ! beg9n+ (  int]e/1 le/ y raise an     
ob/acle 9 y\r pa?4 ,until y are sure  y 
h won a consid]able degree ( int]e/1 y  
_c lead /rongly  9 any direction )\t    
runn+ ! risk ( los+ "s ( !  advantages y
 h ga9$4 ,!re=e at ! int]e/ /age proce$ 
w>ily4 ,wat* y\r /ep4    ,sid5ote3      
,hobbies    ,be especially c>eful n to  
gu% ov] a hobby ( y\r prospect1 9  :i* 8
 int]e/ may n be s great z y suppose4   
,hobbies are  dang]\s4 ,don't h>p on "o4
 ,x requires consummate art to %[       
en?usiasm ab\t ano!r man's hobby )\t    

ar\s+ 8 suspicions  reg>d+ y\r s9c]ity4 
,sid5ote3 ,art ( ,knock+ & ,w9n+ a      
,welcome    ,?r\gh\t ! v>i\s /eps ( !   
sell+ process1 salesman%ip is an  art4  
,! art ( knock+ at ! door ( opportunity 
& ( w9n+ !  invitation to come 9 lies 9 
mak+ favorable out-(-!-ord9>y           
impressions 9 unusual ways4 ,! salesman 
himself1 8 me?ods (  pres5t+ 8 s]vices =
 sale1 & 8 qualifications--all %\ld  /& 
out di/9ctly1 & make impressions ( 8    
individuality4 ,he  %\ld n seem l a     
common applicant = a position1 b %\ld   
sugge/ to ! prospective employ] t he is 
a man ( uncommon  *>act]i/ics & especial
 capability4    ,sid5ote3 ,! ,process ,&
 ,effects    ,t is ! way to make a good 
impression4 ,su* an impression ( an     
extraord9>y p]sonality fir/ af=ds       
pleasure1 !n excites a degree  (        
admiration1 & next ar\ses a c]ta9 am\nt 
( curiosity t is  ne>ly ak9 to int]e/4  
,if y please y\r prospect 9 y\r initial 
impression on him1 he w l y & beg9 to   
feel p]sonal conc]n  ab\t y\r           

application4    ,sid5ote3 ,analyze1     
,discrim9ate1 ,re/rict    ,9 ord] to    
qualify y\rself = tak+ ?is /ep ( ! sell+
 process  effectively h]eaft]1 analyze !
 impressions y make n[4                 
,discrim9atively select ! good & bad    
details4 ,!n re/rict y\r  future        
practice 9 p]fect+ ! art ( induc+       
int]e/1 to !  developm5t & use ( y\r    
pleas+ qualities only4    ,sid5ote3 ,!  
,int]e/+ ,op5+    ,mo/ m5 beg9 an       
int]view ) a prospective employ]        
indef9itely or  9 m]ely g5]al t]ms4     
,naturally !y confront a wall (         
non-int]e/4  ,y h come1 rememb]1 on a   
mission ( s]vice4 ,please at once by    
pres5t+ ! idea t y "k a p>ticul> s]vice 
:i* is lack+  & :i* y c supply4 ,break !
 ice ( /rang5ess betwe5 y &  y\r        
prospect by an appeal fir/ to 8 human   
side ?r\gh a smile (  g5u9e fri5dl9ess &
 by look+ /raight into 8 eyes s t he  c 
see into y\r he>t4    ,!n 9 a bus9ess-l 
way get "r d[n to bus9ess )\t           
hesitation4 ,%[ en?usiasm1 :i* is       

contagi\s if n ov]done4 ,base  y\r      
en?usiasm on real optimism4 ,indicate   
temp]am5tal y\?fulness 9  vigor &       
c\rage4 ,say some?+ orig9al--some?+     
/rong1 maybe a  little />tl+2 b x mu/ be
 self-evid5tly true4 ,by all means avoid
  any?+ t sugge/s p>rot talk or         
indef9ite ?\ght4 ,d n expect  ! o!r man 
to li/5 ) int]e/ to a /atem5t proce$+ f 
premise to conclusion4    ,sid5ote3     
,headl9es    ,use headl9es prom95tly &  
(t5 to summ>ize ! body ( y\r  proposal4 
,headl9es attract y\r att5tion & induce 
y\r int]e/ 9  p>ticul> newspap] items4  
,employ headl9e /atem5ts = ! same       
purpose 9 sell+ ! idea ( y\r            
capabilities2 j z surely y  w get       
att5tion & int]e/4    ,a not$ sales     
manag] :o _h be5 e>n+ a l>ge sal>y made 
up 8  m9d t satisfy+ success = him 0 to 
be ga9$ only ?r\gh a  bus9ess 9 :i* he  
w\ld be p>tly an own] in/ead ( j an     
employee4 ,he call$ toge!r a gr\p (     
f9anci]s & introduc$ 8  purpose by say+ 
to !m1 ,g5tlem51 ,i h an idea 9 :i* ,i h

 s  mu* confid5ce t ,i w resign my      
#ge1jjj a ye> job to develop x4  ,i want
 to expla9 x to y & to h y\r co-op]ation
 9 f9anc+ a  project ,i h work$ out4 ,8 
headl9e /atem5t secur$ in/ant  int]e/1 (
 c\rse4    ,!re is some?+ ab\t y\rself  
or y\r capabilities t y c put  into     
headl9es4 ,9 =cible1 vivid language y c 
/rike "s s5ses  ( y\r prospects4 ,?9k ( 
headl9e /atem5ts ab\t y\r s]vices4      
,write !m out 9 advance4 ,y may be c]ta9
 !y w produce ! same  psy*ological      
effect z headl9es 9 ! newspap]s4        
,sid5ote3 ,s5se ,doors ,always ,op5     
,use ! s5se av5ues to introduce         
agreeable sugge/ions into y\r           
prospect's m9d c5t]s ( att5tion &       
int]e/4 ,!n y w be  employ+ ! unusual   
me?ods ( a ma/] salesman1 :o devises    
ways  ( us+ e possible s5se appeal4     
,! s5se doors are always op54 ,!y are   
held op5 by ! subconsci\s  m9d4 ,if y   
und]/& y\r way ?r\gh !m !re w be no d\bt
  ab\t ! effectiv5ess ( y\r knock at !  
door ( opportunity1 or  ab\t gett+ an   

invitation = y\r ideas to ent] ! m9d ( !
  o!r man4          ,,*apt] ,,ix        
,gett+ ,y\rself ,want$      ,sid5ote3   
,%[ a ,ne$ ,= ,y\r ,s]vices    ,a great 
_m salesm5 mi/ak5ly believe t if !y c   
int]e/ a  prospect ?or\ghly 9 _! goods1 
he is almo/ sure to buy4 ,:5 ?is  /age  
is rea*$1 !y ?9k !y only ne$ to keep 8  
int]e/ gr[+  to close ! sale4 ,if1      
in/ead1 x drags on int]m9ably1 !y are   
utt]ly at a loss reg>d+ :at m !y %\ld d 
to secure !  ord]4    ,d n fall into a  
simil> error :5 sell+ true ideas ( y\r  
be/  capabilities4 ,n only is x necess>y
 t y induce y\r prospective  employ]'s  
int]e/ 9 y\r p]sonal qualifications1 b y
 ne$ to  make him realize !re is a      
pres5t lack 9 8 bus9ess :i* y c  fill to
 8 satisfaction4 ,y mu/ get y\rself     
want$4    ,y might make an excell5t fir/
 impression on ! man y h *os5  z y\r    
future *ief4 ,he might li/5 att5tively  
to y\r pres5tation  ( ideas1 & "q y s   
int]e/$ly t y w\ld expect him to  say at
 any mom5t1 ,all "r4 ,! job is y\rs4    

,!n1 in/ead (  engag+ y\r s]vices1 he   
might rem>k1 ,i'll keep y\r "n on file4 
,or he might say1 ,i "k a man :o        
probably c\ld use y4 ,i'll give  y a    
note to him4 ,y w\ld w9 a cordial       
f>ewell h&%ake f y\r  prospect1 b n an  
acceptance ( y\r proposal to "w ) him4  
,y  w\ld leave )\t ! job4 ,y\r failure  
w\ld be due to y\r  inability to get    
y\rself suffici5tly want$4    ,sid5ote3 
,see ,y\rself ,?r\gh ,y\r ,prospect's   
,eyes    ,n[ imag9e y\rself 9 ! place ( 
?is employ]4 ,see y\r application  ?r\gh
 8 eyes4 ,unless y c look at y\rself f !
 prospect's  viewpo9t1 y may n compreh5d
 y\r defici5cy 9 salesman%ip4    ,!     
employ] ^u :om y call$ said to himself  
:ile y 7 try+  to sell y\r s]vices1 ,"h 
is a v attractive man4 ,he pres5ts an   
int]e/+ proposition4 ,b ,i h no real ne$
 = su* an employee2  !re=e x w\ld be    
poor bus9ess = me to engage him1 mu* z  
,i  %\ld l to d s4 ,i am sorry t at     
pres5t ,i h no place = him  9 my        
organization4 ,he's a man ,i'd l to keep

 track (1 s ,i'll file  8 "n & address =
 possible future ref]5ce4 ,mean:ile     
,i'll give  him a note to my fri5d      
,smi?4 ,i hate to turn him d[n cold2    
he's su* a  f9e man4    ,evid5tly !     
employ] did n feel a lack 9 8 own       
bus9ess4 ,y  fail$ to make him realize  
any ne$ = y\r s]vices4    ,sid5ote3     
,prov+ ,a ,ne$    ,contra/ ) ?is        
illu/ration ! case ( an effici5cy eng9e]
 :o  secur$ 8 *ance to ov]haul a factory
 by demon/rat+ to a  manufactur] t he   
ne$$ a new ord]-*eck+ sy/em4 ,! eng9e]  
beat ! old sy/em & br\ght to !          
manufactur]'s (fice a lot (  goods he _h
 secur$ t c\ld n be *eck$4 ,8           
salesman%ip  compell$ att5tion1 induc$  
?or\gh int]e/1 & prov$ !re 0 a  hole t  
%\ld be fill$4 ,:5 ! lack 0 %[n         
conv9c+ly1 !  manufactur] want$ x       
satisfi$4 ,! sale ( ! eng9e]'s s]vices  
0 quickly clos$4    ,sid5ote3 ,gett+    
,y\rself ,want$ ,is ,only ,"o ,/ep      
,ahead    ,d n jump to ! conclusion t y 
are sure ( ! job y desire1  j z soon z y

 get y\rself want$4 ,y are n yet at !   
end (  ! sell+ process4 ,! prospect has 
only be5 conduct$ successfully  ano!r   
/ep =w>d t[>d y\r goal4 ,! mom5t aft] he
 realizes !  lack 9 8 bus9ess1 he is apt
 to "q mo/ critically y\r               
qualifications = fill+ x4    ,sid5ote3  
,analysis ,naturally ,foll[s ,desire    
,z soon z a man beg9s to feel a real tug
 ( desire = any?+1 he  exam9es x ) new1 
increas$ int]e/ to make sure !re isn't  
some?+ ! matt] ) x4 ,! suit ( clo!s t   
only induces 8  int]e/ 9 a %op w9d[ is  
pass$ by aft] a look4 ,h[ev]1 if he says
  to himself1 ,t's ! k9d ( suit ,i want1
 he goes 9 & exam9es  ! workman%ip & !  
clo?1 9 se>* ( faults4 ,! salesman may  
ne$ to ov]come c]ta9 objections ( 8     
prospect be=e ! ord] c  be secur$4    ,b
 we h n rea*$ ! objections /age ( !     
uncomplet$ sale4  ,t is ! subject ( !   
next *apt]4 ,let u retrace our /eps to  
/udy ! ess5ce ( ! art ( gett+ y\rself   
want$4    ,sid5ote3 ,two-"p ,process (  
,gett+ ,y\rself ,want$    ,!re are two  

p>ts to ! process4 ,fir/1 y mu/ %[ !    
prospect  :at he lacks2 t 9 8 bus9ess   
!re is an unoccupi$ opportunity  = su*  
s]vices z y believe y are capable (     
r5d]+ to 8  b5efit & satisfaction4      
,second1 y ne$ to picture y\rself fill+ 
! place & giv+ ! s]vice2 to %[ him      
imag9atively y\r  qualifications at "w 9
 8 bus9ess4    ,sid5ote3 ,s9c]ity ,(    
,s]vice ,purpose    ,( c\rse x is       
prim>ily necess>y t y believe 9 y\r own 
capability1 & 9 ! value to ! o!r man ( !
 qualities y h  br\ght to him = sale4   
,unless y h ?is feel+ y\rself1 y w  n be
 likely to draw out 8 reciprocat+ desire
 = y\r s]vices4  ,y are n deal+ n[ ) 8  
m9d4 ,desire proce$s f ! he>t4  ,x is   
emotional1 n m5tal4 ,! lea/ suspicion ( 
y\r ins9c]ity  w\ld *eck y\r prospect's 
feel+ t he wants y z an employee4  ,y   
mu/ feel t y h come ) a purpose ( g5u9e 
s]vice1 &  y mu/ draw out 8 simil>      
feel+4    ,sid5ote3 ,desire ,comes ,out 
( ! ,he>t    ,:5 y knock$ at ! door (   
y\r prospect's m9d1 & :5 y  s\ght to    

induce 8 welcome = y\r ideas1 y\r object
 0 to get him  to take y\r ?\ghts into 8
 head4 ,! l9e ( action is rev]s$  at !  
desire /age ( ! sell+ process4 ,until n[
 y h be5  ! mov+ p>ty4 ,y h be5 gett+   
y\rself & y\r ideas into 8              
consci\sness4 ,b :ile att5tion & int]e/ 
are receptive  processes1 ! emotion (   
g5u9e desire />ts ) an outw>d mov+      
impulse f ! prospect4 ,x isn't en\gh t  
he op5 8 he>t &  let y ent]1 z he has   
admitt$ y\r ideas to 8 m9d4 ,if he      
really  wants y1 8 feel+ ( desire w come
 out aft] y4    ,sid5ote3 ,s]vice ,value
 is ,appreciat$    ,y h reveal$ to y\r  
prospect a lack 9 8 bus9ess1 & h        
pictur$ y\rself fill+ x to 8            
satisfaction4 ,y h done him a  d\ble    
s]vice4 ,x is human nature to appreciate
 su* a g5u9e  s]vice1 & to want m l x4  
,! fir/ s]vice is accept$ )             
appreciation1 b :5 ! squ>e man wants m  
he makes a move to get  x1 & expects to 
pay = x4 ,z soon z y h %[n ! lack &  y\r
 ability to fill x1 & h pictur$ y\rself 

on ! job1 x  w be natural = y\r prospect
 to want y !re 9 fact4    ,! color$     
port] :o wa%$ ! w9d[s & scrubb$ floors 9
 !  g5]al (fices ( a manufactur+        
corporation 0 ambiti\s to rise 9  !     
social scale & to e>n a l>g] sal>y4 ,"o 
ev5+ he w5t to  ! private (fice ( !     
presid5t1 & pres5t$ = sale an idea (  8 
capability = a diff]5t job4    ,sid5ote3
 ,(ficial ,welcom] ,want$    ,boss1 he  
began1 ,y-all a9't got nobody d]e to de 
front doah to  make folks feel welcome-l
 :5 dey comes 9 heah4 ,d[n 9 ,virg9ny my
  ol' gran-pap uset] weah a dress suit  
ev]' day an' ji/ ,/an' 9 de  front hall 
( 8 ol' massa's h\se1 a-wait9' to b[ an'
 smile to  comp'ny :ad'd come 94 ,if    
y'll ji/ r5t me "o o' dem d> suits1     
,boss1 ,i c\ld /an' out 9 ! front (fice 
an' make folks feel we wuz  glad to see 
'um1 lak' mah gran'pap did4 ,:5 ennybody
 comes heah n[1  dey a9't nobody pays   
mu* 't5tion to 'um4 ,y'd ort] git       
somebody on  dat job1 ,boss2 an' ,i     
reckon ,i'm ji/ 'b\t cut out foh x1 suh4

    ,! color$ man compell$ att5tion by  
pres5t+ himself at ! door (  ! sanctum4 
,he induc$ int]e/ 9 8 proposal4 ,!n1 9  
addition1 he  po9t$ out a lack & t he   
c\ld fill x4 ,imm$iately ! presid5t     
vision$ ! old d>key z an (ficial        
welcom]1 & want$ him4 ,he  rea*$ "r out 
= ! s]vice (f]$4 ,! sale 0 clos$ at     
once1  & ! color$ man %one 9 8 new      
glories )9 a week4    ,sid5ote3         
,conflict ( ,he>t & ,m9d    ,(t5 a man  
desires ) 8 he>t ?+s t 8 m9d does n     
approve4 ,!re=e :5 y "w to get y\rself  
want$1 appeal to !  he>t ( y\r prospect1
 r ?an to 8 m9d4 ,!n if 8 m9d  raises   
objections to 8 desire = y\r s]vices1   
y\r m9d at a  lat] /age ( ! sell+       
process w ov]come or get ar\nd 8  m5tal 
opposition4 ,:5 ! "t = t /ep arrives1 8 
he>t w  already h be5 won z y\r ally1 & 
w help y dispose ( !  objections 8 m9d  
has rais$4    ,sid5ote3 ,get ,y\rself   
,lik$    ,z a prelim9>y to gett+ y\rself
 want$1 get y\rself lik$4 ,make  su* an 
impression1 d & say su* ?+s1 z w draw   

out ( !  he>t ( y\r prospect a fri5dly  
feel+ = y4 ,y "k ( p  :o h be5 boo/$ to 
notable successes because influ5tial m5 
took  p]sonal int]e/ 9 _! advancem5t4   
,i recall an (fice boy :o 0 always ready
 to p]=m little extra  s]vices4 ,he held
 8 employ]'s ov]coat "o day1 & ! boss r 
abs5t-m9d$ly h&$ him a tip4 ,! boy %ook 
8 head & decl9$  ! dime4    ,i didn't d 
t = a tip4 ,y always treat me f9e1 & ,i 
j l  to %[ y ,i appreciate x4    ,!     
boy's he>t _h spok51 & ! employ]'s he>t 
respond$ at  once ) an especial lik+ = !
 lad4 ,! se$ ( p]sonal int]e/  hav+ be5 
plant$ 9 ! he>t ( ! presid5t1 8 lik+    
grew4 ,!  boy 0 advanc$ to bett] & bett]
 positions4 ,he made good on 8  m]its1 b
 he 0 help$ v mu* because 8 employ]     
want$ him to  succe$4    ,sid5ote3 ,!   
,common ,he>t ( ,man    ,ref]5ce has    
previ\sly be5 made to ! fundam5tal      
lik5ess ( all  m5 at he>t & to _!       
diff]5ces 9 m9d4 ,s5d out ) y\r voice   
an appeal to only ! m9ds ( y\r          
audi5ce--read a table (  /ati/ics1 =    

example--& x w affect all y\r he>]s     
diff]5tly1 dep5d+ on ! m5tal *>act]i/ics
 ( ea*  individual4 ,b tell a /ory (    
great c\rage1 ( self-sacrifice1 (       
love--! same fundam5tal effect w be     
produc$ on all ! he>ts  9 ! audi5ce2    
?\gh1 ( c\rse1 ! v>i\s individuals w    
respond  ) diff]5t degrees ( emotional  
int5sity4    ,z has be5 said be=e1 9    
ord] to look into ! he>t ( ano!r man  y 
ne$ b see cle>ly into y\r own4 ,!re y w 
f9d all !  emotions ( human nature1 no  
matt] h[ y may diff] f o!r m5 9         
m5tality4 ,h5ce if y w\ld prompt ! he>t 
( ano!r man to want  y\r s]vices1 j d ! 
?+s he w\ld ne$ to d to w9 y\r  lik+ =  
him4 ,imag9e ! cases rev]s$1 & be guid$ 
9 y\r  sell+ process by :at y see4      
,sid5ote3 ,popul> ,m5    ,to look at ?is
 /ep f ano!r angle--if y w\ld be        
likable1 y  mu/ f9d o!r m5 likable4 ,if 
y l p only )9 a limit$  range1 y w      
simil>ly n>r[ y\r own likabl5ess4 ,if1  
h[ev]1 y  g5u9ely l all m5--l !m = _!   
faults & frailties z well  z = _!       

m]its--y w appeal to ! intuitive he>t ( 
any o!r  man4 ,y w draw out 8 lik+ = y  
because ! magnetic p[]  ( y\r own he>t w
 n be re/rict$ to pull+ y\r way !       
fri5dly feel+s ( only a few p4 ,in/ead1 
y w be a popul>  man1 a man :o is       
g5]ally well lik$4    ,y meet c]ta9 m5  
:om y l at sight4 ,y desire fur!r       
acqua9tance1 or fri5d%ip ) !m4 ,b ^! m5 
h n prep>$  !mselves to suit y 9        
p>ticul>4 ,mo/ o!r p :o meet  !m h !    
same feel+ t[>d !m t y exp]i5ce4 ,! m5  
y l at sight1 & :o make fri5ds :]ev] !y 
g h develop$  9 !mselves feel+s (       
fri5dl9ess = all m54 ,z l bre$s  l1 lik+
 draws lik+4    ,sid5ote3 ,artificial   
,me?ods ,nev] ,deceive ,! ,he>t    ,if y
 try to develop p>ticul> traits1 only   
because y believe !y  w attract o!r m5  
to y1 y w n make y\r nature likable4    
,su* artificial me?ods ( mak+ y\rself   
attractive nev] deceive  he>t           
intuitions4 ,y w n become popul> by     
proce$+  selfi%ly4 ,b if y develop )9   
y\rself a he>tfelt int]e/ 9  y\r fell[  

m51 if y are full ( g5u9e desire to s]ve
 !m )  y\r fri5d%ip1 y w attract ! lik+ 
( ne>ly all ! p  y meet4 ,!y w want to  
"k y bett] & to be y\r fri5ds4          
,sid5ote3 ,no ,insulation ,aga9/ ,human 
,magnetism    ,!re is no si* critt] z a 
natural gr\*4 ,a man :o has t           
reputation is repress+ 8 natural        
emotions--t is all4 ,he does  n express 
8 true feel+s4 ,he attempts to d5y t he 
has !m4  ,b !y are inside him1 & y c    
pull !m t[>d y if y br+  y\r likabl5ess 
to be> ^u 8 he>t4 ,he w feel ! tug1 & w 
be drawn to y by y\r magnetic p[]4 ,!re 
is no insulation t c  prev5t ! pull (   
human magnetism4 ,s treat ! crab ) a    
feel+  ( real lik+ = ! human nature     
inside1 & don't be disc\rag$ by  8 %ell4
 ,be m ?an ord9>ily likable :5 y h to   
deal ) a  surly prospect4 ,ex]t all !   
magnetism y h4 ,he w feel drawn to  y4  
,y w get y\rself want$4    ,j4 ,pi]pont 
,morgan1 ,s5ior1 0 not$ = be+           
unapproa*able4 ,b x  is said t he took a
 great lik+ to a c]ta9 newsboy :o nev]  

act$  afraid ( him & :o treat$ him z an 
ord9>y mortal4 ,?is gam9  always _h a   
*e]y ^w = ev]ybody4 ,t he made no       
exception 9 ,mr4  ,morgan's case won !  
he>t ( ! au/]e f9anci]1 :o help$ ! boy  
to get an education & to />t 9 bus9ess4 
,sid5ote3 ,d ,n ,ov]-sell ,likability   
,! emphasis plac$ on ! importance (     
likabl5ess z ! pr9cipal  factor 9 gett+ 
y\rself want$ may h made y =get ! prim>y
  necessity ( %[+ y\r prospect a real   
lack 9 8 bus9ess1 &  t y are capable (  
fill+ x4 ,x is possible to attract an   
employ]'s lik+ = y1 :e!r he has a place 
= y or n4 ,b  8 lik+ w d y no good      
unless y c also make him see he has a   
ne$ = y4    ,success is n to be won by  
gett+ 9 :]e y are n want$1  h[ev]       
likable y may be4 ,y mu/ sell ! idea (  
y\r s]vice  value z well z ! ideas t y\r
 s]vices w\ld be lik$4 ,y  _c           
ov]-develop ! quality ( likabl5ess1 b y 
c  ov]-sell x1 to ! detrim5t ( y\r own  
be/ int]e/4    ,sid5ote3 ,a ,w9n+       
,p]sonality ,sometimes ,fails    ,"o ( !

 mo/ conspicu\s failures ,i "k is a man 
:o has a w9n+  p]sonality4 ,times )\t   
numb] 8 g5u9e agreeabl5ess has won him  
f9e *ances to succe$1 b 9 ! positions he
 has held he has nev]  /udi$ ! ne$s ( 8 
employ]s = o!r qualities ?an likability4
  ,consequ5tly he has fall5 d[n on all 8
 big *ances4 ,today he is j  a popul>   
door man = a big dep>tm5t /ore4 ,8      
intellig5ce & 8  physical ability are s 
evid5t t he is an object ( pity & wond] 
z he smiles & b[s to cu/om]s ( ! /ore4  
,und\bt$ly if he _h  /udi$ ! diff]5t    
opportunities he has _h1 & _h fitt$     
himself  into all ! requirem5ts ( a     
p>ticul> situation1 8 w9n+  p]sonality  
w\ld h help$ him high] & high] t[>d !   
m\nta9  peaks ( success in/ead ( leav+  
him on an ant hill4    ,sid5ote3 ,?ree  
,impressions ,necess>y    ,( c\rse ! m9d
 ( y\r prospective employ] acts 9       
co-ord9ation  ) 8 he>t :5 y attract him 
s mu* t he really wants !  s]vice y     
pr(f]4 ,he imag9es y r5d]+ t s]vice4 ,he
 ?9ks  :at might be if y 7 associat$ ) 8

 bus9ess4 ,he pa9ts  m5tal pictures t   
please him1 & he wi%es 8 vision to come 
true4  ,b :5 he beg9s to imag9e y r5d]+ 
s]vice1 ! picture ( y\r  agreeable      
p]sonality w n be pleasant to him if he 
sees t he  doesn't really ne$ y4 ,9 ord]
 to get y\rself want$ x is  necess>y t y
 %[ him ! lack1 & t y c fill x1 & t  y  
w\ld be likable :5 fill+ x4 ,if y make  
^! ?ree  impressions on ! m9d & he>t (  
y\r prospect1 y\r success 9 y\r  purpose
 w be assur$4 ,y w n fail to get y\rself
 want$4    ,sid5ote3 ,desire is ,turn+  
,po9t ,( ! ,sale    ,9 salesman%ip      
desire is ! det]m9ant ( ! sale4 ,by ?is 
is  meant t :5 ! salesman suffici5tly   
/imulates a real desire 9  8 prospect1  
he has climb$ ! highe/ grade (          
difficulty4 ,if he is  skillful1 ! sell+
 process f !n on %\ld be comp>atively   
easy  sl$d+4 ,y realize t if y c get    
y\rself want$ by an  employ]1 ! matt] ( 
l&+ a job 9 8 bus9ess %\ld n be  h>d4   
,we !re=e are consid]+ n[ ! turn+ po9t 9
 ! process  ( sell+ ! true idea ( y\r   

be/ capabilities 9 ! "r field4  ,aft] y 
get y\rself want$1 ! odds are no long]  
aga9/ y1 b  gr[ increas+ly 9 y\r favor4 
,if1 hav+ succe$$ 9 gett+  y\rself      
want$1 y !n fail 9 y\r ultimate purpose1
 y %\ld  blame no "o b y\rself4         
,sid5ote3 ,! ,use ( ,tactful ,sugge/ion 
,a v skillful use ( tact & diplomacy is 
necess>y to success 9  po9t+ out to a   
prospect some?+ t he lacks1 & y\r       
capability  = fill+ t lack4 ,a man is   
apt to res5t y\r pick+ flaws 9  8       
bus9ess4 ,he is likely to reg>d y z an  
egoti/ if y ass]t  t he ne$s y4 ,y w n  
get y\rself want$ if y make !           
impression t y are a critical fault-f9d]
 ) ! big-head4  ,r1 y %\ld patt]n aft] !
 example ( ! pr(essional  salesman (    
goods4 ,9 ! processes ( p]suasion &     
creat+ desire he  employs ! arts (      
sugge/ion 9 pref]5ce to mak+ direct     
/atem5ts4 ,he is a tactful diplomat4    
,le>n f 8 me?ods1 z  expla9$ 9 ,! ,sell+
 ,process4    ,y h come to a *os5       
employ]1 ) a real s]vice purpose2 b be  

c>eful n to (f5d 9 y\r pres5tation4 ,d n
 br+ him y\r idea  = improv+ 8 bus9ess z
 if x 7 a great discov]y y h  made4 ,he 
won't l x if y op5 8 eyes to 8 lacks 9 t
  fa%ion4 ,y might bett] sugge/ t :ile y
 h p]ceiv$ :at he  ne$s1 y h no d\bt he 
ei!r has se5 x already or w\ld h        
p]ceiv$ x if 8 "t & att5tion _h n be5   
engross$ by o!r  ?+s4 ,y w be lik$ if y 
s pres5t a picture ( ! lack & (  y\rself
 satisfy+ x4    ,sid5ote3 ,rubb+ !      
,prospect ! ,wrong ,way    ,y are apt to
 get y\rself cordially dislik$ if y rub 
y\r  prospect's pride 9 8 bus9ess !     
wrong way4    ,an acc\ntant s\ght an    
opportunity to become ! auditor = a     
manufactur+ corporation4 ,he _h ga9$    
consid]able inside k  ( ! company's lax 
bus9ess me?ods4 ,b :5 talk+ to !        
presid5t  he exagg]at$ ! relative       
importance ( ^! defects4 ,9 8  eag]ness 
to impress ! executive ) ! ne$ = an     
auditor1 he  ov]-drew ! dang] f leaks 9 
! company's acc\nt+ sy/em4 ,!  presid5t 
0 exasp]at$4 ,8 pride 0 /ung4 ,:at _h   

be5 said  reflect$ on 8 capability z an 
executive4 ,s he turn$ savagely on  !   
acc\ntant4    ,if we're s rott5 z all t1
 he sn>l$1 h[ c\ld we make money  & pay 
divid5ds8 ,no d\bt y are "r 9 y\r       
criticisms ( our  me?ods4 ,b if ,i _h a 
man l y ar\nd "h1 cont9ually f9d+  fault
 & pick+ ev]ybody & ev]y?+ to pieces1 ! 
:ole bus9ess  w\ld be demoraliz$4 ,!    
ideas y h br\ght to me are wor? a  ?\s& 
doll>s1 & ,i'll give y my *eck = t1 b no
 crepe  hang] c "w = me4    ,sid5ote3   
,avoid ,tea*+    ,:5 y pres5t y\r       
capabilities = sale1 don't sugge/ t y   
?9k y\r prospect's bus9ess w g to !     
demnition b[-w[s if  y\r s]vices are n  
engag$4 ,und]/ate ! lack & y\r fitness  
to  fill x4 ,y may be sure ! employ] w  
appreciate fully ! value  ( ! new ideas 
y br+1 & ! wor? ( y\r s]vices4          
,sid5ote3 ,pope's ,rule    ,none ( u    
really l tea*]s4 ,n[adays ! mo/         
successful  educational me?ods foll[ !  
rule laid d[n by ,alex&] ,pope1 ,m5  mu/
 be taught z if y taught !m n2 & ?+s    

unkn[n propos$ z  ?+s =got4 ,d n sugge/ 
t y are a "k x all4 ,mu* less  make !   
impression t ! o!r man does n "k4       
,communicate to him  ! idea t y believe 
he has ov]look$ ! lack to :i* y call  8 
att5tion4 ,) mode/ confid5ce pres5t y\r 
capabilities4 ,y  ne$ n ass]t 9 words t 
y w fill ! bill4 ,y\r prospect c  see t4
 ,9 ev]y?+ y sugge/ & say1 %[ t y       
g5u9ely  l him & 8 bus9ess4 ,manife/    
s9c]e admiration4 ,make him feel  t y h 
come to 8 (fice because y especially    
want to "w  !re4 ,t w make him want y 9 
8 s]vice4 ,use sugge/ion to  increase 8 
desire = y4    ,sid5ote3 ,r$uce         
,resi/ance ,by ,sugge/ion    ,direct    
pres5tation ( ideas indicates an        
int5tion to in=m1 to  tea*1 to direct ! 
m9d ( ! o!r man4 ,e human individual1   
:e!r a *ild or a c5t5>ian1 re-acts 9    
opposition to su* an  ef=t at           
in/ruction4 ,!re is some?+ 9 all ( u    
alike :i* makes  u wi% to ?9k & decide =
 ourselves4 ,h5ce ! value ( ! art (     
sugge/ion 9 gett+ y\rself want$4        

,ideas y sugge/ ent] ! m9d ( ! o!r man s
 unobtrusively  t he does n realize y   
orig9at$ !m4 ,he has no feel+ t  y int5d
 to influ5ce 8 m9d4 ,consequ5tly he     
makes no resi/ance to  ! sugge/$ ideas4 
,x nev] pays to reason :5 sell+ an idea2
  because reason+ inv>iably br+s out a  
reaction ( opposition4 ,y  w n create a 
desire = y\r s]vices by pres5t+ !m      
logically1 or by mak+ an argum5t reg>d+ 
y\r capabilities4 ,"o  ( ! greate/      
/ud5ts ( ! human m9d assures u t mo/    
p]sons  nev] p]=m an act ( pure reason+2
 b all _! acts are !  results (         
imitation1 habit1 sugge/ion1 or "s      
relat$ =m (  ?9k+4    ,sid5ote3 ,?ree   
,reasons ,= ,us+ ,sugge/ion             
,sugge/ion is rem>kably effective 9     
p]suad+ & 9 ar\s+ desire  because3      
,fir/1 e sugge/$ idea is accept$ z      
absolutely true unless x  is contradict$
 by o!r ideas already 9 ! m9d ( !       
prospect4  ,?is is because ! prospect   
?9ks a sugge/$ idea is 84 ,he adopts  x 
& makes x 8 own4 ,t is1 8 m9d takes !   

sugge/ion &  int]prets x 9 t]ms ( 8 own 
?\ghts4 ,( c\rse he believes :at  he    
himself ?9ks4 ,say to a prospective     
employ] t y w\ld  p>ticul>ly l to "w 9  
association ) him1 & he may believe  y  
are %oot+ hot air4 ,he w h no su* feel+ 
if y tell him  details ab\t 8 bus9ess t 
h especially int]e/$ y4 ,%[  him t y h  
be5 /udy+ & obs]v+ 8 me?ods4 ,give him  
to  und]/& t y h also inve/igat$ o!r    
bus9esses4 ,?us  )\t say+ x1 y sugge/ to
 8 m9d t y h come to 8  (fice because y 
really w\ld pref] to be employ$ !re4 ,he
 w  believe ! sugge/$ idea2 ?\gh he     
might h sc(f$ at !  /atem5t4            
,sid5ote3 ,sugge/ion ,avoids            
,contradiction    ,second1 sugge/ion is 
effective 9 p]suasion & 9 ar\s+ desire  
because sugge/$ ideas :i* include no    
comp>isons or criticisms v  seldom ar\se
 contradictory attitudes ( m9d4 ,!      
sugge/$ idea  ent]s ! m9d ( ! o!r man   
quietly1 unaccompani$ by a bl>e (  !    
trumpet ,i ,tell ,y4 ,oppos+ ideas are n
 aw>e ( its pres5ce  until x has        

supplant$ !m4 ,sugge/ to a *os5 employ] 
t he  means to be up-to-date1 & he      
agrees4 ,if y say 8 me?ods are  beh9d ! 
times1 he w be apt to def5d !m in/ead ( 
foll[+  y\r lead along ! l9e ( sugge/$  
improvem5ts4    ,sid5ote3 ,sugge/$      
,ideas ,t5d to ,action    ,?ird1 e      
sugge/$ idea ( action t5ds to result 9 !
 action  itself2 :]eas a direct attempt 
to secure action is almo/ sure to       
result 9 opposition4 ,human nature works
 t way4 ,y\r prospect1 be+  unconsci\s t
 a p>ticul> idea ( action is sugge/$ to 
him1 does  n h 8 w /imulat$ to prev5t t 
action4 ,if y come to y\r  prospective  
employ] & ask = ! job y want1 he w be on
 !  def5sive4 ,b if y sugge/ to him t he
 wants y--t he  lacks & ne$s su* s]vices
 z y pres5t--he w be impell$ to  !      
affirmative action ( (f]+ y ! job4      
,sid5ote3 ,sell+ ,h5ry ,=d    ,:5 ,i 0  
orig9ally engag$ by ,h5ry ,=d1 x 0 9 !  
capacity ( a  public acc\ntant1 = an    
audit ( ! bus9ess ( ! ,=d ,motor        
,company1 & lat] = ! in/allation ( an   

acc\nt+ sy/em t  w\ld tell accurately e 
mon? :]e !y 7 at4 ,back 9  #aijd-aije ! 
,=d ,motor ,company 0 n %[+ any m pr(its
 ?an  _m o!r motor c> manufactur]s      
organiz$ on simil> l9es4 ,aft] ,i       
complet$ my "w z an acc\ntant1 ,mr4 ,=d 
talk$ ) me ab\t tak+  a p]man5t position
 ) ! ,company 9 ! capacity ( ,comm]cial 
,manag]4 ,t title cov]$ responsibility =
 ! di/ribution (  products1 adv]tis+1   
collections1 selection ( bran* manag]s &
  _! corps ( assi/ants1 op]ation ( bran*
 h\ses1 appo9tm5t &  direction ( ag5ts1 
employm5t & control ( ! entire sales    
=ce1  etc41 etc4 ,! position 0 mu*      
broad] ?an t ( ,sales ,manag]1 z  x     
includ$ also ! acc\nt+ & organiz+ (     
ne>ly e  dep>tm5t ( ! bus9ess4    ,=    
sev]al ye>s prior to t "t ,i _h sold my 
s]vices z a public  acc\ntant & organiz]
 to _m l>ge conc]ns ?r\gh\t ! c\ntry1   
includ+ tw5ty-eight diff]5t automobile  
companies4 ,i believ$ 9 my  ability1 n  
only to organize a sell+ & di/ribut+ =ce
 =  successfully m>ket+ a /&>d product1 

b also to ext5d t =ce  ov] a _w field & 
to control x 9 all ! details ( its      
op]ations1 f op5+ ! mail to ! decl>ation
 & paym5t (  divid5ds1 m effici5tly ?an 
! av]age sales or comm]cial  manag]4 ,s 
,i _h no hesitancy 9 und]tak+ ! ,=d job1
 :i*1 ev5  at t e>ly date1 ,i visualiz$ 
z culm9at+ 9 a big "o4    ,:5 ,i f9ally 
engag$ my s]vices ) ! ,=d ,motor        
,company on a  p]man5t basis1 ! bus9ess 
0 repres5t$ by only a few hundr$        
scatt]$1 unorganiz$1 uncontroll$1 &     
non-direct$ deal]s4 ,my "w  dur+ !      
foll[+ twelve ye>s 0 conc5trat$ on      
develop+ &  enl>g+ ye>ly ?is small      
hit-or-miss di/ribut+ aggregation into a
  compact =ce ( ?\s&s ( well-tra9$1     
highly effici5t sales &  s]vice         
repres5tatives ( ! ,=d ,motor ,company4 
,!y 7 all ,=d  boo/]s1 & by _! loyalty &
 int5sive co-op]ation !y put  across !  
,=d 9 ! big way t today makes ! little  
c> s  conspicu\s ev]y:]e ?r\gh\t ! _w4  
,sid5ote3 ,/atem5t ,avoid$ ,sugge/ion   
,us$    ,note t :ile my exp]i5ce ) ! ,=d

 ,motor ,company z a public  acc\ntant  
conv9c$ me t :at ! bus9ess ne$$ !n 0 a  
comm]cial manag] & sales organiz]1 & ,i 
believ$ myself fitt$  = ! position1 ,i  
did n make t /atem5t to ,mr4 ,=d2       
because x  w\ld h be5 poor salesman%ip4 
,he might h ?\ght me entirely  qualifi$ 
to deal ) figures1 b n s capable ( h&l+ 
sales  ag5ts & deal]s4    ,s ,i nev]    
said to him t ,i 0 ! man he ne$$4 ,b ,i 
sugge/$  x by pres5t+ my ideas ( h[ !   
job %\ld be done4 ,he accept$ my  ideas 
z good1 & 0 influ5c$ by ! natural       
sugge/ion t  result$ f !m4 ,he told me t
 he want$ me to become ,comm]cial  &    
,sales ,manag]4 ,x 0 ! opportunity =    
success t ,i mo/  desir$4 ,i got myself 
want$ )\t hav+ to ov]come any  resi/ance
 9 ! m9d ( ! man ) :om ,i _h *os5 to "w4
    ,sid5ote3 ,negative ,sugge/ions     
,y recognize h[ true to human nature are
 incid5ts ( ?is sort4 ,y  "k h[ p[]ful  
is ! =ce ( affirmative sugge/ion4 ,b h y
  appreciat$ h[ surely desire is kill$  
by negative sugge/ions8 ,if  y make     

displeas+ impressions1 y w get y\rself n
 want$4  ,!re=e y mu/ be c>eful to avoid
 c]ta9 ?+s y\r prospect  w\ld n l1 j z y
 %\ld be c>eful 9 do+ ?+s t are         
likable4    ,sid5ote3 ,speak !          
,prospect's ,language    ,if y\r        
prospect+ & siz+ up ( an employ]        
indicate t he is  v pa9/ak+1 sugge/ to  
him h[ p>ticul> y h be5 to prep>e       
y\rself 9 k ( 8 ne$s4 ,if he is a man :o
 weighs ideas  c>efully1 sugge/ to him  
y\r qualities ( judgm5t & decision4     
,p]haps he is *>act]iz$ by a m>k$       
con/ructive imag9ation4  ,sugge/ t y1   
too1 h imag9ative p[]4 ,br+ out         
conspicu\sly  ! p>ticul> elem5ts ( y\r  
qualifications t are mo/ likely to      
sugge/ ideas ak9 to 8 own4 ,speak ^?    
phrases ( ! language (  sugge/ion :i* he
 be/ und]/&s1 & t are mo/ likely to     
impress him ) ! idea t y & he ?9k alike4
    ,sid5ote3 ,deceptive ,sugge/ions    
,a caution is necess>y "h4 ,9 any       
sugge/ion t y make1 convey  nei!r m nor 
less ?an ! actual tru? reg>d+ y\r       

capabilities4 ,avoid any possibility (  
deception4    ,i recall ! case ( a "y   
man :o q won ! he>t ( a dignifi$  bank  
presid5t ^: ta/es 7 v quiet4 ,! "y man  
/udi\sly  avoid$ ! slighte/ appe>ance ( 
fla%9ess 9 8 dress & mann]4  ,he spoke 9
 modulat$ tones4 ,8 movem5ts 7 subdu$4  
,he _h exactly  ! quiet pose t suit$ 8  
prospective employ]4 ,! bank] /ress$  8 
appreciation ( ! *>act]i/ics manife/$ by
 ! applicant1 &  ! "y man ov]did x by   
sugge/+ t he 0 always decor\s  9 8      
mann]4    ,! bank presid5t _h occasion  
to ent]ta9 a visit+ f9anci] :o  want$ to
 g to ! ball game4 ,a few seats away !  
"y man ^:  application 0 be+ consid]$   
root$ boi/]\sly = ! home team1          
unconsci\s ( ! contradiction he pres5t$ 
to ! sugge/ions he _h  made 9 ! bank]'s 
private (fice4 ,! new impression 0 made 
m  disagreeable because ! boi/]\s       
behavior sugge/$ to ! bank]  t ! "y man 
_h n convey$ a true idea ( himself      
previ\sly4  ,:5 he came next morn+ = !  
answ] to 8 application1 he receiv$  a   

cold ,no4    ,! "y man really 0 n       
boi/]\s except on ! r>e occasions  :5 he
 let (f /eam1 z at a ball game4 ,if he  
_h convey$ !  tru?ful impression t he 0 
ne>ly always quiet1 & _h tak5  pa9s to  
admit t occasionally he let loose1 b    
only 9 prop]  surr\nd+s1 he w\ld n h    
kill$ 8 *ances by ! negative  sugge/ion 
( untru?fulness4    ,sid5ote3 ,motive ( 
,sugge/ion    ,aft] all x is y\r motive 
t det]m9es ! "r or wrong use (          
sugge/ion 9 gett+ y\rself want$4 ,if y  
keep c>efully 9 m9d a  purpose to sugge/
 less in/ead ( m ?an ! tru? ab\t y\r    
capabilities1 y ne$ n fe> t y w (f5d by 
ov]-draw+ !  picture ( y\r real self4   
,if y\r motive is wrong1 x w l[] !      
quality ( y\r manhood4  ,if y sugge/ a  
wrong motive to ! o!r man1 ! effect is  
to l[]  8 manhood qualities 9 consid]+  
y4 ,x is p>ticul>ly  important n to     
/imulate a motive t may aft]w>d op]ate  
to y\r  detrim5t4    ,sid5ote3          
,ov]-,sugge/ion ( ,ability    ,i "k a "y
 man :o 0 s eag] to %[ 8 will+ness to "w

 t  he sugge/$ absolute tirelessness4 ,8
 employ]1 ?\gh he appreciat$  :at ?is "y
 man did1 kept ov]load+ him4 ,f9ally !  
employee  broke d[n & made a s]i\s      
mi/ake4 ,he 0 unju/ly dismiss$ f  s]vice
 because he _h enc\rag$ 8 employ] to    
dep5d on him  altoge!r too mu*1 &       
disappo9tm5t result$4    ,d n pret5d a  
high] degree ( ability ?an y possess4   
,attempt no  m ?an y c d well4 ,y w     
succe$ 9 gett+ y\rself want$  if y      
manife/ promise ( gr[? 9 capability4 ,if
 y are a sapl+1  d n pose z a full gr[n 
tree ( k4    ,sid5ote3 ,sell+ ,out ,to  
,competitor    ,sometimes x happ5s t a  
man c pres5t 8 capabilities = sale  &   
appe> especially desirable to ano!r man 
because he possesses  c]ta9 k ! employ] 
w\ld l to h4 ,maybe y h s\ght  to ga9   
y\r *ance by c>ry+ to a competitor ( y\r
 =m] employ]  ! latt]'s secrets4 ,if y  
come ) ! sugge/ion t y w sell  out1 y   
are (f]+ a s]vice t does n comm& full   
respect1 &  y are appeal+ only to ! l[] 
motives ( y\r prospect4 ,y d  n !reby   

get y\rself want$4 ,he wants :at y "k4  
,:at y  h le>n$ fairly by work+ = "o    
man1 y h a "r to sell  fairly to ano!r  
man1 ( c\rse4 ,b d n sugge/ t ?is       
special  k is ! pr9cipal elem5t ( y\r   
desirability4 ,sugge/1  r1 t x is only  
incid5tal to y\r all-ar\nd fitness = !  
job y want4    ,sid5ote3 ,self-,respect 
,use :at y "k )\t p&]+ to ! l[] motives 
( y\r new  employ]4 ,impel him to l y = 
:at y are1 & n m]ely =  :at y br+4 ,op5 
8 eyes to y\r bett] nature1 n to !  wor/
 side ( y4 ,he w see 9 y ! bett]        
qualities ( himself  & appreciate !m4 ,h
 y\r own motives "r2 !n !re w be no     
dang] t y w appeal to ! wrong motives ( 
! o!r man4    ,( c\rse y mu/ h ! highe/ 
respect = y\r own motives4 ,?is         
necessitates high "*4 ,y mu/ be hone/ 9 
! v /ructure  ( y\r be+4 ,y ne$1 too1   
absolute fai? 9 y\rself & 9 y\r         
proposition1 & fai? 9 ! desirability (  
y\r s]vice to !  o!r man4 ,f9ally1 y mu/
 be consecrat$ to ! motive ( r5d]+  him 
s]vice4    ,sid5ote3 ,po/pone ,criticism

 ,until ,desire ,is ,/imulat$    ,x is  
poor salesman%ip to let y\r prospect    
beg9 to analyze y\r  faults until y h   
made y\rself ?or\ghly pleas+ to him4    
,be=e  y complete ! sell+ process y %\ld
 admit y\r own faults1  r ?an let him   
discov] !m4 ,b skillfully po/pone ?is   
/ep  until y get y\rself want$4 ,!n y\r 
prospect w be incl9$ to  co-op]ate 9    
dispos+ ( objections to y2 :]eas if     
criticisms  arise too soon 9 ! sell+    
process !y may prev5t him f lik+  y     
?or\ghly1 & may *eck y\r purpose be=e y 
get y\rself  want$4    ,sid5ote3 ,"r ,"t
 to ,face ,! ,music    ,a m]*ant receiv$
 an application = employm5t 9 8 private 
(fice  f a "y man :o creat$ s pleas+ an 
impression t ! employ]  decid$ to make  
him 8 secret>y4 ,he outl9$ 8 ideas to ! 
applicant1 :o ent]$ into !m mo/         
en?usia/ically2 !reby  increas+ ! lik+ (
 8 prospective employ] = him4 ,!n !  "y 
man sat up /raight 9 8 *air1 look$ !    
m]*ant squ>ely 9  ! eye1 & said1 ,no "o 
9 ?is city kn[s x1 b :5 ,i 0  eighte5   

ye>s old ,i /ole t5 doll>s & 0 s5t5c$ to
 ! re=m  s*ool4 ,t 0 sev5 ye>s ago4 ,i  
nev] h done any?+ di%one/  s9ce1 & ,i   
nev] w aga94 ,b y h a "r to "k my :ole  
record be=e y employ me 9 a position (  
su* tru/4 ,if !  c&idate _h confess$ 8  
blemi%$ record be=e mak+ himself        
?or\ghly desirable1 x is practically    
c]ta9 t he w\ld n h  won ! place4 ,he   
got x because he h&l$ ! objection aft]  
in/ead  ( be=e creat+ ! desire = 8      
s]vices4    ,sid5ote3 ,conc5trate ,on   
,sugge/+ ,qualifications    ,we %all    
consid] 9 ! next *apt] h[ to meet & h&le
 objections1  h[ to deal ) y\r faults4  
,b z we po/pone our /udy ( t /ep  9 !   
sell+ process2 s %\ld y po/pone         
consid]ation ( y\r  faults & %ortcom+s1 
until y get y\rself want$4 ,d n dodge   
direct que/ions1 b c\rte\sly reque/ t y 
be p]mitt$ to  answ] !m a little lat]4  
,at ?is /age ( sell+ ! true idea (  y\r 
be/ capabilities conc5trate ^u !        
mod]ate1 tru?ful  sugge/ion ( y\r       
qualifications4    ,sid5ote3 ,ga9+      

,prospect's ,confid5ce    ,! fir/ result
 to be desir$ 9 sell+ is ! confid5ce ( !
  buy]4 ,use all y\r manly qualities to 
w9 ?is confid5ce  des]v$ly4 ,!n :5 y    
hone/ly admit y\r faults & %ortcom+s1  y
 w be aid$ to w9 out 9 ! end by !       
confid5ce y h  already inspir$ 9 ! o!r  
man4    ,v (t5 ! applicant = a position 
fails to get x because he  m]ely pres5ts
 ! ab/ract idea t 8 s]vices are = sale4 
,he  does n picture himself 9 actual    
s]vice4 ,! pres5tation (  ab/ract ideas 
is an appeal only to ! int]e/ or m9d    
side ( !  o!r man4 ,! pres5tation to 8  
imag9ation mu/ g beyond 8  int]e/1 if 8 
he>t desire = ! s]vices is to be secur$4
  ,!re=e x is highly important to y\r   
success 9 gett+ y\rself  want$ t y plan 
h[ y actually w\ld s]ve on ! job1 & :5  
y are talk+ ) y\r prospective employ]1  
speak z if y 7 at  "w4    ,sid5ote3     
,picture ,y\rself ,at ,"w    ,if y      
imag9e y\rself fitt$ into a p>ticul>    
job1 & %[ y\rself  !re to ! m9d's eye ( 
y\r prospect1 he w h to g ?r\gh  ! m5tal

 process ( gett+ y out ( ! imag9>y job4 
,t w  be mu* h>d] = him ?an x w\ld h be5
 to keep y out 9 !  fir/ place4 ,if y   
m]ely pres5t ! s]vices y c\ld r5d]1 &   
don't picture y\rself z actually r5d]+  
!m1 y hav5't won  ev5 ! imag9>y job4 ,b 
if y d pa9t y\rself into a *os5  place1 
& c make y\r prospect see y 9 t         
position1 !  sugge/ion w impel him to   
copy imag9ation ) actuality4 ,he w      
consid] y z if y 7 on ! job4 ,evid5tly  
:5 y h won  ?is advantage1 he w be      
incl9$ to want to keep y at "w1 unless  
y d some?+ or manife/ "s quality t makes
 y undesirable4    ,sid5ote3 ,no ,d\bt  
,ab\t ,success    ,gett+ y\rself want$  
is a process t c be br\ght to a         
successful conclusion ) absolute        
c]ta9ty4 ,x is n difficult to  und]/&   
human nature if y are will+ to see      
cle>ly into y\rself4  ,x is only        
necess>y1 !n1 t y subord9ate y\r        
p]sonality to !  p]sonality ( ! o!r man4
 ,le>n :at he wants1 & avoid %[+  him t 
y want some?+ f him4 ,%[ him in/ead t y 

c  supply :at he lacks4 ,complete & r\nd
 out ! process by sugge/+  ! p>ticul>   
qualities 9 y\rself t y\r prospect+ &   
size-up  h indicat$ to be ! qualities he
 especially likes4 ,he w want  y !n4 ,he
 c't help x4          ,,*apt] ,x        
,ob/acles ,9 ,y\r ,way      ,sid5ote3   
,m\nta9 ,climb+    ,!re is no great     
m\nta9 9 ! _w t has a natural1 smoo?    
road  ) an easy grade all ! way to !    
top4 ,m\nta9 climb+ requires  "s h>d "w4
 ,x involves gett+ ar\nd1 or go+ ov]1 or
 remov+  _m ob/acles t block ! pa?      
upw>d4    ,y w enc\nt] simil>           
difficulties1 ob/acles1 & resi/ance on  
y\r way to success4 ,if y _c pass !m1   
y\r ambition w be  defeat$4 ,y w quit ! 
climb1 disc\rag$2 or w be driv5 back1  a
 failure4 ,9 ord] to assure y\r success 
y mu/ n[ asc]ta9  dep5dable ways to     
conqu] ob/acles4 ,?is advance k w make  
!m seem less =midable4 ,s9ce y w h      
def9ite plans =  deal+ ) ! difficulties 
t may ob/ruct y\r pa?1 y w n  feel      
hopelessly block$ :5 y face !m4         

,sid5ote3 ,kn[+ ,h[    ,no great m\nta9 
has ev] be5 scal$ by a novice ignorant (
 !  sci5ce1 & unskill$ 9 ! art ( climb+ 
to supreme heights4 ,b an  exp]t        
m\nta9e] le>ns f ma/]+ "o peak some?+   
ab\t h[ to  climb o!rs4 ,he develops    
ability to conqu] any & all ob/acles he 
may meet4 ,he proves repeat$ly t :at    
w\ld be impossible to a  novice is a    
c]ta9ty to him4 ,he />ts ! mo/ difficult
 asc5t )  absolute confid5ce t he w ga9 
! top4    ,sid5ote3 ,ob/acles &         
,resi/ance    ,y likewise c feel sure ( 
y\r ability to rea* ! highe/ peaks  (   
success4 ,9 prec$+ *apt]s y h be5 %[n h[
 to take  advantage ( ! easie/ way up by
 foll[+ ! guide m>ks (  salesman%ip at e
 /ep4 ,n[ we are to /udy ! ob/acles y w 
enc\nt]1 9 p>ticul> ! objections !      
prospect may raise to  fru/rate y\r     
purpose4 ,at ?is /age ( ! sell+ process 
y w be  l a m\nta9e] fight+ 9 ! ,alps4  
,x w probably be necess>y  t y ov]come  
or evade consid]able human resi/ance    
:ile y are  climb+ t[>d y\r goal4       

,let u assume t y h already ga9$ a *ance
 to sell y\r  capabilities to ! p>ticul>
 man ?r\gh :om y expect to succe$4  ,he 
has he$$ y\r knock & welcom$ y into 8   
int]e/4 ,y h  made su* a pres5tation (  
y\r desirability & s]vice value t he    
wants y to be associat$ ) him4 ,b n[ x w
 be natural = him  to beg9 a critical   
analysis1 seek+ :atev] faults he c      
discov] or  imag9e 9 y or y\r           
proposition4 ,y\r success or failure 9  
y\r  ultimate purpose is likely to dep5d
 on h[ y h&le ! criticisms he  raises4  
,!re=e x is ( vital importance t y le>n 
9 advance  sure ways to ga9 y\r goal    
despite normal opposition4    ,sid5ote3 
,objections ,are ,natural    ,recognize 
fir/ t x is natural = y\r prospect to   
raise  objections1 :e!r he is favorably 
impress$ or n4 ,8 resi/ance to  y\r     
purpose may be only a precaution4       
,p]haps x does n indicate  opposition at
 all4 ,he may want y to conv9ce him y   
are all "r2  s t he w feel entire       
confid5ce 9 8 own judgm5t :5 he  f9ally 

does z y wi%4 ,or he may object = no o!r
 purpose ?an to  te/ y ?or\ghly4 ,if ?is
 is ! case1 8 sympa?ies w all be  ) y   
:ile y are deal+ ) ! ob/acles he puts 9 
y\r way4    ,evid5tly objections ( ?is  
sort %\ld n be h&l$ ! same z !          
objections ( opposition4 ,x is necess>y 
t y di/+ui% betwe5  ! two k9ds & t :5   
deal+ ) ea* specific objection y        
det]m9e 9 y\r own m9d :at is its s\rce4 
,!re %\ld be no?+  9 y\r me?od ( h&l+ ! 
ob/acle t might antagonize y\r          
prospect4 ,y %\ld take fulle/ advantage 
( 8 e incl9ation to  coop]ate ) y 9 8   
?\ghts & feel+s4 ,he may be pull+  = y  
/rongly :5 he seems to be buck+ ! h>de/4
    ,sid5ote3 ,objection is ,favorable  
,sign    ,an objection really is a      
favorable sign4 ,if y call ^u a         
prospective employ] :o1 aft] he>+ y\r   
pres5tation1 beg9s to  f9d fault ) x & )
 y1 or tries to evade y\r proposal1 y   
may be sure t y h c>ri$ him along a     
consid]able di/ance  t[>d ! accompli%m5t
 ( y\r purpose4 ,he objects or evades   

because  he is on ! def5sive4 ,y h him  
go+4 ,he is w>y1 & s takes  measures =  
self-protection4 ,! mom5t y\r prospect  
beg9s to raise  objections 9 y\r way1 he
 indicates t he is n entirely com=table 
9 8 own m9d ab\t escap+ f y\r           
salesman%ip4 ,he has felt !  tug (      
desire2 b he does n feel sure yet t y   
des]ve 8  confid5ce1 or else he has a   
pretty positive idea t 9 ?is matt] (    
y\r possible employm5t 8 int]e/s & y\rs 
are diff]5t4 ,he is  look+ out =        
himself4    ,sid5ote3 ,welcome          
,opportunity ,to ,/r5g!n ,y\rself       
,h[ev]1 y h come ) a true s]vice        
purpose4 ,y believe he  ne$s y2 t y c   
satisfy a lack 9 8 bus9ess4 ,y feel  y\r
 int]e/s & 8 are alike1 n diff]5t4 ,y "k
 t y h  no int5tion to put any?+ ov] on 
him4 ,y want y\r prospect to be         
absolutely satisfi$ ) :at y propose4    
,!re=e y %\ld welcome  e *ance to       
conv9ce 8 m9d & w9 8 confid5ce4 ,an     
objection  af=ds y an opportunity to    
ov]come x1 & s bo? to /r5g!n  y\r       

proposition & to weak5 8 resi/ance4     
,sid5ote3 ,don't ,set ,up ,/raw ,m5 to  
,knock ,d[n    ,y %\ld n1 h[ev]1 br+ up 
objections t ! prospect has  n rais$ 9 8
 own m9d4 ,t w\ld be putt+ up a /raw man
 &  knock+ him d[n1 :i* is pr(itless &  
unconv9c+4 ,( c\rse y  mu/ cle> ! pa? :5
 !re is no o!r way to proce$1 b d n     
block x y\rself4 ,sometimes x w n be    
advisable to cle> ! pa?4  ,if y c get   
ar\nd a difficulty y see1 )\t attract+  
y\r  prospect's att5tion to x1 y w be   
wise to g "s indirect way to  y\r goal4 
,suppose1 = example1 t y "k ! sal>y y   
want is high] ?an  y\r prospect has be5 
accu/om$ to pay4 ,x w be good           
salesman%ip  = y n to ref] to ! am\nt y 
h 9 m9d1 until aft] y  h c>ri$ him along
 ) y to consid] ! pr(its he w make  f   
engag+ y\r s]vices4 ,s9ce y plan to %[  
him t ^!  pr(its w pay y\r sal>y1 y w be
 wise to avoid ! matt] (  y\r           
comp5sation until y h approa*$ ne>] to !
 successful  conclusion ( y\r sell+     
process4    ,sid5ote3 ,avoid ,tr\bles by

 ,=e?\ght    ,almo/ e difficulty &      
opposition y are likely to enc\nt] c  be
 anticipat$4 ,don't wait until y come   
face to face ) an  ob/ruction 9 ! way ( 
success4 ,let =e?\ght c>ry y            
imag9atively into j su* a situation4    
,?9k y\rself out ( a  possible          
difficulty be=e y actually get into x4  
,!n y c w9  ! respect ( y\r prospect by 
prov+ on ! spot t y are n a  man :o c be
 dodg$ or block$1 or corn]$4 ,e "t y    
pass an  ob/acle1 y w be a long /ep ne>]
 to success 9 sell+ y\r  s]vices4       
,suppose an employ] says to y1 ,y are   
too "y4 ,y h _h no  exp]i5ce 9 ?is l9e (
 "w4 ,y _c d5y y\r y\? & y  %\ld n def5d
 x z if x 7 a fault4 ,nor c y claim     
exp]i5ce y h n _h4 ,b x is unnecess>y = 
y to indicate  any feel+ t inexp]i5ce is
 a dem]it4 ,an ord9>y applicant might   
be discomfit$ by su* resi/ance to 8     
purpose4 ,if y are a skillful  salesman1
 y w be prep>$ to deal ) ?is v ob/acle &
 w  turn x to good acc\nt4 ,y c say at  
once3    ,sid5ote3 ,value (             

,adaptability    ,because ,i am "y1 ,i  
am adaptable to y\r me?ods1 in/ead ( be+
  set 9 ways t might diff] f y\rs4      
,true1 ,i am n exp]i5c$4  ,!re=e1 ,i    
hav5't any wrong ideas to unle>n4 ,?9k (
 me z raw  mat]ial t won't h to be      
re-made1 & t c be easily %ap$ z  y want 
to =m x4 ,i realize x w take "s "w on   
y\r "p1 b  ! product w be satisfactory  
to y :5 x is done4 ,x seems to me  t !  
only "q involv$ is :e!r or n ,i w\ld    
make x wor?  y\r :ile to d ! "w on me4  
,! fact t ,i h come to y ( my  own *oice
 proves ,i really want to be employ$ "h4
 ,i assure y n[  t ,i w make my s]vices 
wor? any pa9s y take to tea* me y\r     
me?ods1 & ,i w be j z eag] to rema9 z ,i
 am to />t4    ,sid5ote3 ,use ,objection
 ,z a ,sales ,help    ,analyze ?is me?od
 ( deal+ ) any p>ticul> ob/acle4 ,plan  
to  get rid ( ! ob/ruction completely1  
leav+ ! way ahead smoo!d4  ,:5 !        
objection ( ! prospect is s skillfully  
dispos$ (1 8  desire = y\r s]vices is   
/imulat$4 ,he wants y m1 because he     

likes y bett] n[ t y h cle>$ away !     
ob/acle4 ,?us y  h utiliz$ ! objection z
 a help 9 sell+ y\rself  successfully4  
,j s a m\nta9 climb] uses ! rocks he    
enc\nt]s z  hold+ places to help him    
climb high]4    ,y\r prospect may say t 
he has no ne$ = su* s]vices z y  (f]4   
,he may /ate reasons :y y are n ne$$ 9 8
 ,bus9ess4 ,b  if y h prep>$ y\rself    
?or\ghly1 ea* disclaim] ( 8 lack1  e    
sugge/ion ( an objection1 w give y an   
opportunity to prove  9 "s specific way 
y\r s]vice value to him4    ,! presid5t 
( a manufactur+ company _h an ironclad  
rule t all  positions 9 8 bus9ess 7 to  
be fill$ by promotion4 ,he nev] hir$  a 
new employee except to />t at ! bottom4 
,a compet5t "y (fice  man appli$ = a    
situation4 ,he 0 turn$ d[n flatly4 ,!   
company's  policy 0 quot$ z ! reason4   
,he met ?is ob/acle 9 a new way4        
,sid5ote3 ,mak+ an ,exception    ,"o ( !
 pr9cipal reasons ,i came to y1 ,mr4    
,blank1 is t ,i hope  to b5efit f y\r   
rule myself4 ,i want to get into a      

company :]e ,i  w "k t ! way to         
advancem5t is sure )\t go+ outside =  my
 *ance4 ,b by my exp]i5ce 9 o!r         
employm5t ,i h develop$  c]ta9          
capabilities t w\ld w>rant y 9 mak+ an  
exception to  y\r rule1 9 my case4    ,y
 d n audit y\r own books4 ,yet y h be5  
self-audit+ y\r  me?ods ( (fice         
op]ation4 ,ano!r ?\ght ,i want to       
sugge/4 ,y "k  t 9 ! royal families (   
,europe ! /ock runs d[n because !y      
don't get 9 fre% blood4 ,i w\ld n       
advocate a *ange 9 y\r g5]al  policy4 ,b
 y h already made an exception to y\r   
rule 9 hav+  y\r books *eck$ by a public
 acc\ntant :om y engage by ! ye>  = t   
purpose4    ,i propose to br+ 9 !       
outside viewpo9t = ! /udy ( y\r  (fice  
sy/em1 ) ! expectation ( sugge/+        
possible improvem5ts4  ,i want to       
introduce fre% blood1 & yet to become "p
 ( y\r  organization family4 ,x is s\nd 
bus9ess = y to engage me because ,i  am 
f ! outside4 ,y ne$ an auditor ( y\r    
op]ations z mu* z  an auditor ( y\r     

acc\nts4    ,?is view ( ! matt] _h nev] 
be5 pres5t$ be=e to ! employ]4  ,x won  
him ov] to ! proposal4 ,! new man broke 
9 :]e e  prec$+ applicant _h fail$4     
,sid5ote3 ,app>5t ,objections    ,?us f>
 we h consid]$ actual ob/ructions1 real 
blocks 9 !  salesman's way4 ,n[ let u   
turn our att5tion briefly to ob/acles t 
are only app>5t1 to resi/ance t is b a  
fe9t4    ,y\r prospect may try to put y 
(f4 ,or p]haps he w attempt to  evade   
utt]+ a d[nright refusal1 & in/ead w    
make "s sort (  an excuse = n do+ :at y 
wi%4 ,if y dignify ^! artificial  or    
m]ely app>5t ob/acles by treat+ !m z    
real ob/ructions1  y w h9d] y\r own     
progress t[>d success4    ,sid5ote3     
,dang] ( ,los+ ,gr\nd ,ga9$    ,y h     
secur$ y\r *ance to pres5t y\r s]vices =
 pur*ase4 ,y  h made real progress t[>d 
! successful accompli%m5t ( y\r         
ultimate purpose4 ,ne>ly always if y let
 y\rself be put (f = any  reason1 )\t   
mak+ a def9ite advance t[>d y\r f9al    
goal1 y  w lose "s ( ! gr\nd already    

ga9$4 ,:5 y\r prospect  attempts to     
evade ! issue by mak+ an excuse or by   
po/pon+ fur!r  consid]ation ( ! subject1
 he tacitly admits t y\r position is    
/rong4 ,b if y h to />t ! sell+ process 
all ov] aga9 at  ano!r "t1 if y let him 
put y (f :5 y\r position is /rong1  y w 
be weak] :5 y attempt to resume y\r     
sale4    ,sid5ote3 ,d ,"o ( ,two ,?+s   
,%\ld y be put (f1 d "o ( two ?+s4 ,ei!r
 disreg>d !  evasion entirely & g       
/raight ahead ) y\r sell+ process2 or1  
if y cons5t to ! po/ponem5t or evasion1 
take advantage ( y\r  /rategical        
position ( /r5g? to make a def9ite      
advance t[>d !  accompli%m5t ( y\r      
purpose4 ,= examples ( ! two me?ods let 
u  consid] suppositi\s cases4           
,sid5ote3 ,driv+ ,ahead    ,y\r         
prospective employ] might say1 ,i'll ?9k
 ov] y\r application4  ,come 9 next week
 & ,i'll let y "k my decision4 ,y c h&le
  ?is evasion effectively by go+        
directly ahead & propos+1 ,i am         
p]fectly will+ t y %\ld ?9k ov] my      

usefulness to y1 b  dur+ ! week y are   
consid]+ me = future employm5t1 let me  
actually "w on ! job4 ,if y decide t y  
don't want to keep me1  tell me s at !  
end ( ! week & !re w be no *>ge = my    
"t4 ,y w be driv+ /raight t[>d y\r goal1
 n ev5 paus+  :5 he attempts to put y   
(f4    ,sid5ote3 ,/r5g!n+ ,position     
,?is ef=t at evasion or po/ponem5t might
 be h&l$ 9 a diff]5t  way4 ,y c\ld say  
to ! prospective employ]1 ,v well4 ,i w 
return 9 a week = y\r decision4         
,mean:ile ,i w submit "s  additional    
ref]5ces z to my "* & en]gy4 ,i ask also
 t y  p]mit me to save a week in/ead (  
wa/+ x4 ,i %\ld l y\r  p]mission to sp5d
 ?is next week 9 y\r (fice1 /udy+ ! job4
  ,!n if y decide to employ me1 z ,i    
believe y w1 ,i w be  already brok5 94  
,su* a proposal is h>d to refuse4 ,:ile 
y w\ld  cons5t to ! po/ponem5t or       
evasion ( decision1 y w\ld be  /r5g!n+  
y\r own position4    ,sid5ote3 ,make    
,progress    ,9 "o way or ! o!r y c make
 progress4 ,ei!r y c bru%  ! evasion    

aside & c>ry y\r prospect ?r\gh to !    
clos+ /age  ( ! sale ( y\r s]vices1 or y
 c close an int]m$iate sale on  ! spot1 
z 9 ! second illu/ration4    ,sid5ote3  
,=c+ ,real ,objection    ,d n1 !re=e1   
treat evasions & po/ponem5ts z real     
ob/acles4  ,ev5 9 case y _c induce y\r  
prospect to g ahead ) y1 or  close an   
int]m$iate sale1 y c avoid be+ block$ by
 8 attempt  to put y (f4 ,:5 he sees t  
he _c get rid ( y by 8  subt]fuge1 he w 
be =c$ to make a real objection4 ,he w n
  give y ano!r weak excuse aft] y h     
dispos$ ( 8 fir/  attempt to evade4 ,:5 
he tries to block y by mak+ a real      
objection1  aft] ! failure ( 8 excuse or
 po/ponem5t1 he w fall "r into  y\r plan
 ( ! sale4 ,y w be all ready = !        
objection he  /ates4 ,y w "k exactly h[ 
to h&le x & turn x to good  acc\nt s t 8
 opposition w be weak5$ & y w add to y\r
  /r5g?4    ,let u suppose y\r prospect 
comes out ) ! flat /atem5t1 aft]  y     
prev5t him f putt+ y (f1 ,no1 ,i h made 
up my m9d n to  add any new employees = 

! pres5t4 ,he ?9ks t settles !  "q4 ,9  
reality x af=ds y a sales op5+4 ,y      
retort1 ,y\r  attitude is p]fectly "r4  
,y d n want to add to exp5se4 ,i %\ld   
feel ! same way myself1 7 ,i 9 y\r      
position4 ,h[ev]1 ,i am n  go+ to be an 
exp5se4 ,i %all be a money-mak]4 ,i "k y
 h no  objections to increas+ y\r       
pr(its4 ,8 opposition w\ld h giv5  y y\r
 lead4    ,sid5ote3 ,uns\nd ,objection  
,a man appli$ = a position 9 a bank4    
,bus9ess 9 g5]al 0 dull2 s  ! presid5t  
tri$ to put him (f4 ,! position s\ght   
(f]$ any "o  fill+ x opportunities to   
develop increas$ bus9ess = ! bank  along
 c]ta9 l9es4 ,?us ! objection ( dull    
times 0 pla9ly  uns\nd4 ,! applicant    
felt1 h[ev]1 t x w\ld be a mi/ake to    
urge v /rongly 8 ideas ab\t increas+ !  
bus9ess4 ,he believ$  ! presid5t w\ld n 
accept !m if fully /at$4 ,s ! "y man    
met ! attempt$ evasion by draw+ ! bank] 
on to a /ep t  committ$ him only to !   
beg9n+ ( ! program outl9$4    ,i        
appreciate t bus9ess is n ru%+ at       

pres5t1 he said4  ,!re=e y w h "t to    
/udy h[ ,i propose to develop "s  new   
bus9ess4 ,if y 7 v busy1 y w\ld n be    
able to  inve/igate my plan ?or\ghly4 ,y
 may n c>e to put x into effect  j n[1 b
 :ile y h comp>ative leisure let me give
 y an  illu/ration ( ways 9 :i* my idea 
c be work$ out4    ,x is unnecess>y to  
discuss sal>y or a def9ite engagem5t at 
pres5t1 if y pref] to wait a:ile4 ,b )  
y\r p]mission ,i %\ld  l to come 9 "h = 
a mon? & demon/rate a few ( my ideas 9  
actual practice4 ,at ! end ( t "t ,i w  
%[ y a *>t ( !  results4    ,sid5ote3   
,evasion ,turn$ to ,sell+ ,aid    ,!    
evasion 0 turn$ into a sell+ aid4 ,!    
bank]1 naturally  desir\s ( mak+        
additional pr(its1 c\ld n v well turn   
d[n  su* a proposal4 ,he w\ld h felt a  
little a%am$ to accept s]vices  )\t pay+
 = !m4 ,!re=e he gave ! applicant a     
*ance &  agre$ to pay him a mod]ate     
sal>y f ! beg9n+4 ,! new man w5t  to "w 
imm$iately1 & v soon demon/rat$ su*     
value t 8  comp5sation 0 increas$ to an 

entirely satisfactory am\nt4            
,sid5ote3 ,don't ,fight ,back           
,already 9 ?is *apt] y h be5 w>n$ aga9/ 
h&l+ an  objection 9 su* a way t !      
natural antagonism ( ! man :o makes  x w
 be increas$ by y\r me?od ( deal+ ) 8   
opposition4 ,:5  he resi/s y1 or puts   
ob/ructions 9 y\r way1 y ( c\rse mu/    
take ! measures t are necess>y to enable
 y to proce$ ) y\r  purpose1 not)/&+ !  
ob/acles he raises4 ,b if he acts       
antagoni/ic1 be c>eful n to appe> to    
fight back4 ,avoid mak+ !  impression t 
y reg>d him z an oppon5t4 ,y\r          
difficulty 9  clos+ ! sale w be less5$  
if y keep him f feel+ at any  "t t he   
ne$s to adopt measures ( self-protection
 aga9/ y4    ,sid5ote3 ,diplomacy ,&    
,tact    ,:5 y\r progress is ob/ruct$1 x
 is necess>y t y use a v  high degree ( 
diplomacy & tact4 ,?is w c>ry y mu* f>!r
  t[>d y\r purpose ?an any manife/ation 
( nak$ =ce4 ,( c\rse y  mu/ meet _m     
objections squ>ely4 ,y w enc\nt]        
ob/ructions t  _c be avoid$1 opposition 

t w n /ep aside4 ,!re w be  occasions :5
 x w be necess>y = y to employ =ce4 ,b y
 c  always conceal ! iron h& 9 ! velvet 
glove if y ex]t y\r  =ce 9 tones & )    
ge/ures or movem5ts1 r ?an by  mak+ ^w  
/atem5ts4 ,! art ( sugge/ion c be       
employ$ z  effectively at ! objection   
/age z at any o!r /ep ( ! sell+         
process4    ,let u assume t y are a     
gre5horn4 ,b y believe y\rself capable  
( fill+ a c]ta9 position4 ,y apply = x4 
,y\r prospective  employ] que/ions y\r  
capability because y lack exp]i5ce4 ,he 
refuses y\r application1 & decl>es he is
 unwill+ to run ! risk  ( hav+ y make   
mi/akes t might be exp5sive to him4     
,sid5ote3 ,us+ ,sugge/ion ,in/ead (     
,/atem5t    ,y "k t y are v c>eful1 & t 
y w\ld n take any  important action on  
y\r own responsibility if y 7 9 d\bt    
:e!r  or n y 7 "r4 ,y feel t 8 objection
 is uns\nd2 t he  is exagg]at+ caution4 
,b x w\ld c]ta9ly be a mi/ake = y to    
say1 ,nons5se6 ,t w\ld make him bri/le4 
,( c\rse y want to %[ him t y d n take 8

 objections  s]i\sly4 ,y c make ! "r    
impression by smil+ at 8  /atem5t4 ,y c 
re9=ce ! effect ( y\r smile by mak+ a   
horizontal ge/ure ) y\r h&4 ,if y %ake  
y\r head slightly1  =ce w be add$ to y\r
 d5ial ( incapacity or ra%ness4 ,x may n
  be necess>y = y to say any?+4         
,possibly y\r sugge/ion w be  /rong] if 
y simply ignore ! po9t he has rais$     
aga9/ y4  ,usually1 h[ev]1 9 su* a case 
x is be/ to employ a few quiet words  9 
dispos+ ( ! objection2 ?\gh *ief        
reliance %\ld be plac$  on ! sugge/$    
mean+ beh9d ! /atem5t4    ,sid5ote3 ,y\r
 ,/ake ,9 ,y\r ,opportunities    ,i     
recall ! case ( a man :o h&l$ an        
objection ( t sort by  fir/ smil+ :ile  
%ak+ 8 head & mak+ a ge/ure ( negation1 
& !n said1 ,i c\ld n lose mu* = y1 b if 
,i 7 reckless  or irresponsible ,i      
c]ta9ly w\ld lose = myself ?is          
opportunity  t y see ,i want v mu*4 ,i h
 a great deal m at /ake ?an  y4 ,y may  
be sure ,i %all n risk los+ my *ance to 
succe$1 by  caus+ y any losses4 ,! tone 

us$ 0 ! he>t pit* ( s9c]ity1  ) ! f9al  
assurance 9 ! deep] tones ( p[]4 ,! tone
 & !  mann] ( ! applicant = ! position  
indicat$ su* /r5g? t  ! prospect felt ! 
weakness ( 8 objection & did n p]si/ 9  
x4    ,sid5ote3 ,direct & ,qualifi$     
,admissions    ,:5 y make a direct      
admission ( ! po9t ! prospect raises    
aga9/ y1 h a /rong answ] ready & give x 
to him at once4  ,o!rwise y w n rid 8   
m9d entirely ( ! objection4 ,9 mo/      
cases x is pref]able to make only an    
indirect or qualifi$  admission ( ! po9t
 rais$4 ,!n ! objection1 n hav+ be5     
/r5g!n$ by y\r full confirmation1 c be  
ov]come )\t ! use  ( mu* =ce or p[]4    
,sid5ote3 ,/raight-out ,agreem5t ,) !   
,objection    ,if y\r prospective       
employ] says to y1 ,we are n mak+ any   
money4  ,i d n int5d to put on a new    
man1 diplomacy requires y to admit      
unequivocally ! tru? ( 8 ass]tion t 8   
bus9ess is n  pr(itable4 ,he may be     
exagg]at+ a tempor>y condition1 b he    
w\ld  take (f5se if y %\ld "q 8 blunt   

/atem5t4 ,!re=e agree  ) him1 & hav+    
prep>$ ! op5+ ) y\r tact1 introduce to  
8 m9d agreeable ideas ( satisfy+ 8 want 
= pr(its4 ,y might  say1 ,i realize     
bus9ess is poor4 ,t is "o ( ! reasons ,i
 come to  y j n[4 ,if y 7 mak+ pl5ty (  
money1 y w\ld n  appreciate ! value ( my
 ideas = increas+ y\r pr(its4 ,!        
results ( ! "w ,i propose to d might n  
be suffici5tly  conspicu\s among o!r    
l>ge e>n+s to attract y\r especial      
notice4  ,?is p]iod ( depression gives  
me ! v opportunity ,i ne$ to prove  to y
 t ,i w\ld be a money-mak]1 & n an      
exp5se to y4 ,surely  y w\ld l to h me  
demon/rate t4 ,all ,i ask is a *ance to 
conv9ce y4 ,judge me by ! results4      
,analyze ?is unequivocal admission ( !  
validity ( ! objection4  ,su* cases c   
(t5 be h&l$ mo/ effectively by grant+ ! 
po9t  rais$1 directly & )\t any         
res]vations1 & !n answ]+ !  objection 9 
su* a way t x is completely remov$ z an 
ob/ruction4  ,?is is good salesman%ip4  
,sid5ote3 ,indirect ,admission          

,suppose1 h[ev]1 y feel ! objection (   
poor bus9ess is uns\nd4  ,let u assume t
 ?is prospective employ] y are int]view+
 has a  dull season e ye>4 ,!re=e !     
condition ( :i* he compla9s is  simply  
normal1 & 8 objection is put =w>d z an  
excuse =  reject+ y\r application4 ,9   
su* a case y d n want to make !         
ob/ruction m =midable by fully admitt+  
its validity4 ,yet tact  =bids y to d5y 
its s\ndness4 ,x w be bett] salesman%ip 
to  recognize indirectly ! po9t rais$   
?an x w\ld be to give y\r full  agreem5t
 ) ! objection1 z 9 ! above example ( an
 unequivocal  admission4 ,y might use   
su* an answ] z ?is3    ,sid5ote3 ,t is  
,true1 ,b    ,i notice1 ,mr4 ,blank1 t y
 are mak+ "s ext5sive repairs on y\r    
factory4 ,?\gh ?is involves additional  
exp5se 9 y\r dulle/ season1  y are hav+ 
! "w done n[ because ?is is y\r slacke/ 
"t4  ,true1 y\r pr(it %[+ at pres5t w n 
be s good z x w\ld be  if y did n make !
 repairs4 ,b ! e>n+s ( y\r bus9ess w  be
 improv$ dur+ y\r busie/ season & y w   

avoid ! extra  exp5se ( int]rupt+ y\r   
production :5 x is at ! maximum4 ,?is1  
( c\rse1 is ! "t to h y\r repair "w     
done4 ,x w\ld n be  good bus9ess to put 
x (f4    ,my proposal t y engage me n[  
is directly along ! l9e ( y\r  own      
policies4 ,:at ,i w\ld d 9 y\r (fice    
might be call$ repair  "w4 ,y\r dull    
season is ! "t to h x done4 ,i c        
introduce my  effici5cy ideas n[ )\t    
disorganiz+ y\r op]ations4 ,!n1 :5  y   
are busie/1 ! new sy/em w be 9 p]fect   
work+ ord]1 =  y\r s]vice4    ,sid5ote3 
,adapt ,solutions ,to ,y\r ,own         
,problems    ,:5 y /udy illu/rations ( !
 application ( basic pr9ciples1 d  n    
give !m m]ely sup]ficial consid]ation4  
,examples are ( slight  value unless !y 
sugge/ to y h[ y %\ld use y\r imag9ation
 to  make illu/rations ( y\r own 9      
actual practice ( ! pr9ciples4  ,:atev] 
y\r ne$ = help 9 sell+ y\r s]vices1 &   
:atev]  difficulties y may h to ov]come 
or get ar\nd1 y w f9d 9  ! pages ( ^!   
books cues to ! me?ods ( c]ta9 success4 

,evid5tly1 h[ev]1 ! scope ( ! s]ies (   
*apt]s mu/ be some:at  limit$4 ,none ( !
 answ]s to ! major problems (           
salesman%ip are  omitt$ f ! cont5ts1 b y
 mu/ apply & fit ! giv5  solutions to   
y\r individual necessities4    ,sid5ote3
 ,two ,bases ( ,objections    ,turn y\r 
?\ght n[ to ! diff]5t bases (           
objections4 ,x is ( !  utmo/ importance 
t y "k :e!r ! ob/ruction is rais$ by !  
m9d or by ! he>t ( y\r prospect4 ,m5tal 
resi/ance c be  met & ov]come by ideas1 
by po9ts introduc$ by y\r m9d into  !   
m9d ( ! o!r man4 ,8 he>t may n be       
involv$4 ,b if  !re is feel+ 9 8        
opposition1 x is necess>y t y displace  
x ) a diff]5t feel+ t[>d y & y\r        
proposal4 ,! he>t (  y\r prospect mu/ be
 turn$ f antagonism to fri5dl9ess1 if x 
is  involv$ 9 an objection4 ,!re=e :5 a 
po9t is made aga9/ y1  decide f !       
evid5ce :e!r ! ob/acle rais$ has an     
emotional  or a m5tal basis4 ,treat x   
accord+ly4 ,use y\r own m9d  pr9cipally 
9 deal+ ) ! purely m5tal objection ( !  

prospect4 ,b dep5d on draw+ out 8 he>t )
 y\rs if 8  emotions are involv$ 9 8    
opposition4    ,sid5ote3 ,m5tal ,basis  
,suppose y h a plan ab\t engag+ 9 a     
c]ta9 bus9ess4 ,y h  work$ x out        
c>efully & are confid5t t x is a w9n]4  
,b y  ne$ f9ancial back+4 ,s y g to a   
man :o has money1 & apply to  him = a   
loan4 ,he li/5s to y\r plan4 ,:5 y f9i% 
expla9+1 he  refuses y\r reque/4 ,he    
uses ! m5tal tone ( cold bus9ess :5 he  
/ates 8 reason4 ,y (f] me no security4  
,i am n 9 ! habit (  l5d+ money )\t x4  
,8 words & mann] indicate t he has      
li/5$ to y\r plan )\t ! slighte/ feel+ (
 sympa?y = y\r  purpose4 ,8 emotions h n
 be5 /irr$4 ,he is turn+ y d[n  simply  
because 8 m9d is oppos$ to ! =m (       
inve/m5t y  propose = 8 money4 ,x w\ld  
be futile = y to make an emotional      
appeal to ?is man1 9 ! hope ( gett+ rid 
( 8 m5tal  objection4 ,he w\ld be       
disagreeably impress$ 7 y to attempt to 
/ir 8 he>t4 ,y _c (f] him ! security he 
has 9 m9d1 b  y ne$ n be balk$ = t      

reason4 ,x is possible = y to make  an  
appeal to 8 m9d only1 & to sugge/ to him
 ideas ( security t  he has n consid]$4 
,mr4 ,j4,p4 ,morgan1 y might rem9d him1 
:5 ask$ ! basis ^u  :i* he loan$ money1 
repli$1 ',"*1 pr9cipally4' ,i (f] y  !  
security t ,mr4 ,morgan consid]$ mo/    
important4 ,y "k my  reputation is good4
 ,y p]ceive t my plan is s\nd1 & t ,i h 
?\ght x out ?or\ghly4 ,y d n expect me  
to lose money4 ,i h  propos$ to protect 
y z fully z possible by agree+ 9 advance
 t  ,i w take no /ep until aft] y\r     
approval has be5 giv54 ,!re=e1  9       
addition to my "*1 ,i am (f]+ y !       
security ( y\r own  mature1 s\nd judgm5t
 on all op]ations4    ,sid5ote3 ,a ,new 
,idea ,( ,security    ,don't y believe t
 my squ>5ess1 guid$ by y\r advice1 w\ld 
secure y8 ,i h appli$ = a loan ( only t5
 ?\s& doll>s4 ,y  w absolutely control !
 exp5diture ( ! money4 ,y "k1  !re=e1 t 
at ! wor/ ,i c\ld n h a l>ge loss4 ,i h 
(f]$ y life insurance to protect y aga9/
 ! possibility ( my  dea? )9 ! next five

 ye>s4 ,x is altoge!r improbable t ,i   
%\ld h a loss ( z mu* z a ?\s& doll>s 9 
! new bus9ess4  ,c]ta9ly y h suffici5t  
confid5ce 9 my ability & integrity to   
believe t ,i c\ld & w\ld repay y a ?\s& 
doll>s )  int]e/ be=e ! expiration (    
five ye>s4 ,i expect1 & y expect1  t my 
v5ture w prove successful4 ,i h plann$ a
 s\nd bus9ess  ent]prise1 free f !      
dang]s ( speculation4 ,) ! coop]ation  (
 y\r judgm5t1 y\r loan w\ld be a secure 
inve/m5t4 ,i believe y  are n[ conv9c$ (
 t4    ,sid5ote3 ,rea*+ ,he>t ,?r\gh    
,m9d    ,notice t ! objection is dealt )
 p[]fully2 yet !re is no  appeal t is   
aim$ away f ! prospect's m9d4 ,= ?is v  
reason 8 sympa?y ) ! proposal is likely 
to be /imulat$4 ,su*  salesman%ip (t5   
has ! effect ( enli/+ ! he>t ( ! o!r    
man aft] remov+ ! objection ( 8 m9d4    
,sid5ote3 ,objection on ,emotional      
,basis    ,let u assume n[ t ! prospect 
refuses to make ! loan to y  because he 
has be5 impos$ ^u be=e by "s "o he has  
back$4 ,he  may really want to l5d y !  

money1 b 8 he>t has be5 s  embitt]$ by 8
 previ\s exp]i5ce t he turns a deaf e>  
to y\r  proposition4 ,8 opposition is   
bas$ *iefly on feel+4 ,8 he>t1 n  8 m9d1
 is at ! bottom ( 8 refusal ( y\r reque/
 = a loan4 ,he  w\ld n be rea*$ by !    
appeal t w\ld be effective ) ! man  9 ! 
fir/ example4 ,?is second prospect %\ld 
be address$ some?+  l ?is3    ,!        
exp]i5ces y h _h hurt y1 pr9cipally     
because !y h  made y lose fai? 9 m54    
,?is1 n ! money involv$1 0 y\r  greate/ 
loss4 ,s long z y h only ^? exp]i5ces to
 ?9k  ab\t1 y w be unable to get back   
y\r =m] belief 9 human  nature4 ,y w\ld 
l to recov] x4 ,y w\ld be happy to feel 
t  ! m5 :o abus$ y\r confid5ce 7        
exceptions1 & n ! rule4    ,sid5ote3    
,sell+ a ,new ,feel+    ,if y w l5d me  
t5 ?\s& doll>s1 & ,i make good my       
promises  to y1 y\r new exp]i5ce ) me w 
g a long way t[>d re/or+  y\r lo/ fai? 9
 m54 ,x is natural t y %\ld feel        
embitt]$1  b ! ta/e 9 y\r m\? is        
unpleasant4 ,back me up4 ,i w help y    

get rid ( y\r bitt]ness1 & w replace x )
 a gl[ (  satisfaction4 ,y _c d\bt t ,i 
w make good4 ,y %\ld n let  y\r old     
prejudice /& 9 ! way ( ! gratifi$ feel+ 
y w  h :5 ,i prove to y t all m5 are n  
unwor?y ( tru/4 ,aft] ,i  ju/ify y\r    
confid5ce y w be happi] = ! re/ ( y\r   
life4    ,9 ! illu/ration ! objection is
 dealt ) emotionally2 because  its basis
 is feel+4 ,no m5tal appeal is made4 ,! 
salesman%ip 9  ?is example is ! direct  
conv]se ( t 9 ! previ\s  illu/ration4   
,sid5ote3 ,! ,be/ ,rule    ,usually1    
h[ev]1 x is be/ to c\nt]act objections  
by mak+ appeals  to bo? ! he>t & ! m9d (
 ! objector4 ,9 mo/ cases x is  safe to 
assume t 8 m5tal opposition involves 8  
feel+s to "s  degree1 & x r>ely happ5s t
 an objection is s purely emotional  t !
 m9d ( ! prospect does n take "p 9 x at 
all4 ,s !  rule ( ma/]ly salesman%ip is 
to use nei!r ! appeal to m5tality  nor !
 appeal to feel+ exclusively1 b r to    
/ress "o or  ! o!r1 :ile us+ bo?4 ,if ! 
objection appe>s to be bas$  pr9cipally 

on opposition ( m9d1 x is m important to
 rea*  into ! prospect's m9d ) ! answ]  
?an x is to draw out 8  he>t2 & vice    
v]sa4    ,sid5ote3 ,emotional & ,m5tal  
,tones    ,if ! ?\ght beh9d ! objection 
arises pr9cipally f feel+1  x w ne>ly   
always be express$ 9 an emotive tone4   
,by ?is pit*  ( ! prospect's voice y c  
det]m9e :e!r he is speak+ *iefly  f 8   
he>t or f 8 m9d4 ,conv]sely1 ( c\rse1 ! 
m5tal  objection w be pit*$ 9 ! high    
head tone4 ,"o ( ! mo/  difficult       
features ( deal+ ) opposition f ! o!r   
man is  unc]ta9ty z to h[ mu* he means (
 :at he says & does4 ,x w\ld  be a      
mi/ake to take 8 resi/ance too s]i\sly  
or too lightly4  ,!re=e x w aid y\r     
salesman%ip a great deal if y are able  
to  discrim9ate betwe5 ! m5tal & !      
emotional tones 9 :i*  opposition is    
express$4 ,y c reply accord+ly4         
,sid5ote3 ,! ,p[] ,pit*    ,x is almo/ z
 important t y recognize ! pit* ( p[] :5
  x re5=ces ! words ( objection1 & t on 
! o!r h& y  note :5 ! p[] tone is lack+4

 ,9 ! fir/ case y w ne$  to reply )     
consid]able =ce1 :e!r y appeal to ! m9d 
or !  he>t ( ! prospect4 ,b :5 8        
objection is /at$ 9 a p[]less  tone1 ev5
 ?\gh x may be accompani$ by curtness or
 blu/]1 y ne$  n wa/e mu* =ce on y\r    
answ]+ appeal to 8 m5tality or 8        
emotions4    ,sid5ote3 ,keep ,e>s ,al]t 
,! m5tal tone1 z we recall f previ\s    
/udy1 is pit*$ high]  ?an ei!r ! tone ( 
feel+ or ! tone ( p[]4 ,! m$ium1 he>t   
tone is vibrant4 ,x r+s ) s9c]ity4 ,!   
p[] tone is deep1 &  mo/ sonor\s ( !    
?ree4 ,keep y\r e>s al]t = ^!           
indications  y\r prospect w give y      
unconsci\sly :5 he opposes y\r purpose4 
,! discrim9ative read+ ( ! tones (      
objections w greatly  r$uce ! dang] (   
gett+ y\r wires cross$ :5 y reply4      
,sid5ote3 ,sugge/ ,/r5g? ,)\t           
,antagonism    ,if y h to deal )        
opposition express$ 9 ! tone ( p[] or  )
 ge/ures ( =ce1 y w be safe 9 conclud+ t
 consid]able  feel+ is beh9d !          
objection4 ,!re=e x w be necess>y =  y  

to put bo? feel+ & p[] into y\r answ]4  
,y %\ld be  c>eful1 h[ev]1 :5 y meet su*
 resi/ance1 n to make !  impression t y 
are engag$ 9 a conte/ ( p[] ) y\r       
prospect4 ,?r\gh\t ! sell+ process avoid
 any sugge/ion t y  are fight+ back4    
,use ! tone ( =ce1 n to indicate t y\r  
/r5g? ( purpose is great] ?an ! /r5g? ( 
! resi/ance1 b  j to emphasize ! basic  
s\ndness ( y\r proposition4 ,?us y  c   
sugge/ t y are sure ( y\r gr\nd1 :ile y 
d n dispute  ! =ce & s9c]ity ( ! o!r man
 9 mak+ 8 objection4    ,suppose1 =     
example1 y apply = a situation 9 a      
weal?y firm1 &  "o ( ! p>tn]s turns y   
d[n mo/ emphatically by say+ t !y  c't  
af=d to engage any new m5 at pres5t4 ,y 
realize ! firm may  be los+ money       
tempor>ily1 b y believe t y\r s]vices 9 
!  capacity y h outl9$ w be valuable to 
! p>tn]s4 ,y c  come back firmly & n    
retreat an in* f y\r position4 ,y ne$  n
 antagonize by manife/+ y\r det]m9ation 
to h ! m]its (  y\r proposal giv5 due   
consid]ation4 ,y "k y\r prospect feels  

pretty /rongly on ! matt] ( increas+ 8  
payroll :ile bus9ess  is unpr(itable1 b 
y %\ld make him recognize t y believe s 
?or\ghly 9 y\r e>n+ capacity t y feel y 
w\ld ju/ify him  9 disreg>d+ ! tempor>y 
depression1 :ile he consid]s y\r  s]vice
 wor?4    ,sid5ote3 ,units ( ,tone    ,z
 we h not$ previ\sly1 x is important to 
"k1 at ! "t an  objection is put 9 y\r  
way1 :e!r or n x is really meant4 ,:5   
decid+ 9 y\r m9d on ! "r answ] to ?is   
problem1 y w be  help$ v mu* if y size  
up n only ! tone pit* ( !  objection1 b 
also ! units ( tone employ$ by !        
prospect 9 8  expression ( opposition4  
,if he refuses y\r application1 b uses j
  "o tone1 y may be sure 8 negative is n
 /rong4 ,if y d n  /r5g!n x to          
/ubbornness by antagoniz+ him1 b use    
tact to get  rid ( 8 resi/ance1 y w n   
f9d x difficult to melt away !          
ob/ruction4    ,h[ev]1 %\ld ! ,no be    
spok5 9 two or m tones1 ) increas$      
/ress at ! end1 y\r prospect c]ta9ly    
means 8 rejection to be  f9al4 ,8 m9d is

 fully made up = ! "t be+4 ,x w\ld be   
poor  salesman%ip to butt y\r head aga9/
 8 fix$ idea1 j z x w\ld  be fooli% to  
tackle a /rong oppon5t :5 he /&s mo/    
=midably  brac$ to resi/ attack4 ,b !   
two or ?ree ton$ negative does n  mean t
 ! idea beh9d x is fix$ 9 ! prospect's  
m9d =ev]4  ,any "o is prone to *ange 8  
m9d1 unless he is kept s busy  support+ 
a position tak5 t he has no *ance to    
alt] 8 op9ion4    ,sid5ote3 ,prev5t+    
,/ubborness    ,!re=e leave alone at    
fir/ ! rock y enc\nt]4 ,get beh9d !     
b\ld] by tak+ a r\ndab\t pa?4 ,!n       
quietly dig ! support f  "u ! negative  
idea4 ,if y make no fuss :ile y are     
und]m9+  ! ob/acle1 x w be likely to    
topple ov] & roll f y\r pa?  )\t y\r    
prospect's notic+ t x has disappe>$4 ,if
 8  int]e/ is div]t$ f x1 !re is no     
reason :y he %\ld turn 8  m9d back to a 
/ubborn insi/5ce on 8 objection4 ,%\ld  
he be  consci\s t ! rock ( 8 e>li]      
opposition has roll$ away1 he  w        
probably ?9k x lo/ its balance4 ,he w n 

realize t y  subtly und]m9$ x & got rid 
( x by y\r skillful salesman%ip4    ,a  
salesman ( an encyclop$ia met a prospect
 :o refus$ to give  favorable att5tion  
to him & 8 proposition4    ,no sir-e-e6 
decl>$ ?is objector1 %ak+ 8 head        
emphatically4 ,no  m book ag5ts c "w me4
 ,! la/ slick "o t tri$ to sw9dle  me is
 9 ja-a-il n[1 & ,i put him !-ere6      
,he gloat$ 9 two or ?ree tones4         
,sid5ote3 ,turn+ ,back ,a ,turn-d[n     
,good = y6 prais$ ! undaunt$ salesman1  
:o _h come prep>$  = adamant9e ob/acles 
9 8 pa?4 ,if m book buy]s w\ld see  t   
su* rascals get :at's com+ to !m1 ! re/ 
( u salesm51  :o repres5t squ>e publi%]s
 squ>ely1 w\ld n h to prove s  (t5 t we 
are n crooks l "s fell[s :o h happ5$ to 
prec$e u 9 a t]ritory4 ,please tell me !
 "n ( ! man :o  sw9dl$ y4 ,he might hit 
my publi%]s = a job aft] he gets out (  
jail1 & ,i want to w>n ! boss aga9/ him4
 ,sometimes ^? slick  rascals pull !    
wool ov] our eyes1 too4 ,we are always  
on ! look\t  to avoid gett+ tangl$ up ) 

!m4    ,! salesman pull$ out 8 note book
 & p5cil4 ,:5 ! "n 0  giv51 he wrote x  
d[n pa9/ak+ly4 ,he ask$ ! prospect to   
spell x  = him2 s t he w\ld be sure to  
get x "r4 ,!n he ?ank$ !  man :o _h said
 he w\ld h no?+ m to d ) book ag5ts4    
,hav+ got ar\nd ! objector1 ! salesman  
proce$$ ) 8  sell+ talk on !            
encyclop$ia1 z if he _h n be5 turn$ d[n 
flatly to beg9 )4 ,9 less ?an half an   
h\r he _h secur$ !  signature ( !       
prospect to a contract = ! f9e/ edition4
    ,sid5ote3 ,be ,ready = ,opposition  
,if ?is salesman _h n be5 ?or\ghly      
prep>$ to meet ! /ronge/  k9d ( m5tal & 
emotional opposition1 he c\ld n h come  
back s  quickly ) ! appropriate answ] t 
und]m9$ ! ob/acle4 ,y  %\ld be likewise 
ready = ! t\gh cu/om]s "o he>s ab\t4    
,practice 9 anticipation v>i\s ways (   
h&l+ e imag9able  objection4 ,!n1 :5 y  
face an actual difficulty1 y w ei!r  h  
on ! tip ( y\r tongue a solution ( !    
problem1 or y\r  =e?\ght w assi/ y to   
devise on ! spur ( ! mom5t ! way  to "w 

out ! "r answ]4 ,aga9 we obs]ve !       
importance ( full  prep>ation1 9 assur+ 
successful salesman%ip4    ,sid5ote3    
,two ,ess5tials ,( ,res\rcefulness      
,no quality is m important to ! salesman
 ?an res\rcefulness4 ,its  fir/         
requisite is k1 p>ticul>ly advance k ( !
  po9ts t are likely to come up 9 !     
c\rse ( ! sell+ process4  ,! second is a
 m9d tra9$ to act quickly & effectively 
9 us+  its k4 ,if y h ^! two ess5tials (
 res\rcefulness1 no  objection w ev]    
cat* y napp+4 ,x w d y no good to look  
up ! "r answ] aft] y leave ! prospect4  
,no?+ c be m  exasp]at+ly wor?less ?an  
an idea ( some?+ y might h said  b c\ld 
n ?9k ( until too late4 ,h all y\r facts
 on tap4 ,&  be practic$ 9 mak+ use ( !m
 9 e imag9able way4 ,r>e inde$  w be    
cases t y are n prep>$ to h&le          
successfully4    ,sid5ote3 ,practic+    
,come-backs    ,i "k a salesman :o tra9$
 himself 9 res\rcefulness by typ+ on    
ab\t fifty c>ds all ! objections to 8   
goods or proposition t he  c\ld imag9e4 

,= t5 or fifte5 m9utes e ev5+ he play$  
solitaire ) ^! c>ds4 ,he w\ld %uffle !m1
 held face d[n1 &  !n deal (f1 face up1 
objection aft] objection4 ,he nev] c\ld 
tell  :i* 0 com+ next4 ,9 a few weeks he
 _h tra9$ himself to give an  answ]     
in/antly to ea* objection1 & to utilize 
x z a help in/ead  ( a h9drance 9 8     
sell+4 ,!reaft] opposition & criticism f
  prospects _h no t]rors = ?is salesman4
 ,he 0 able to get rid (  objections s  
swiftly1 surely1 & completely t !y nev] 
_h "t  to gr[ =midable 9 ! m9d ( ! o!r  
man4    ,sid5ote3 ,adaptive ,orig9ality 
,only a little less important ?an       
res\rcefulness 9 meet+ objections1  is  
adaptive orig9ality 9 answ]+ !m4 ,! pat1
 new reply is  always v effective4 ,b d 
n unduly /ress ! value ( ! factor  (    
orig9ality alone4 ,x mu/ be c\pl$ )     
adaptation to !  p>ticul> viewpo9t ( !  
o!r man4 ,y mu/ speak 8 language1 if  y 
w\ld be sure ( mak+ him und]/& y        
p]fectly4    ,sid5ote3 ,use ,prospect's 
,language    ,= example1 suppose y apply

 to a wat* manufactur] = a position 9  8
 (fice4 ,he seems incl9$ to "q y\r      
dep5dability4 ,y w  make a hit ) him if 
y quote a detail f "o ( 8 own ads &     
say1 ,i h a sev5te5 jewel movem5t1 & !n 
p>ticul>ize t  numb] ( good po9ts ab\t  
y\rself4 ,su* a ref]5ce prec$+ a        
specification ( y\r qualities w\ld be   
adaptive orig9ality4 ,x w\ld  be an     
expression exactly fitt$ to ! way ?is   
prospect ?9ks4 ,s x  w\ld be m effective
 ?an an ord9>y answ] to ! objection4    
,adaptive orig9ality 9 dispos+ (        
objections is a manife/ation (  tact &  
diplomacy--! f9e art ( lett+ ! o!r man  
d[n ) a  %ock absorb] in/ead ( jolt+ him
 to y\r way ( ?9k+4    ,sid5ote3 ,keep  
,tra9 ( ,?\ght on ,ma9 ,track    ,:5 y\r
 prospect />ts object+1 x is up to y to 
prev5t him f  w&]+ f> afield4 ,at !     
objections /age1 z at e o!r /ep 9  !    
sell+ process1 y %\ld dom9ate ! o!r man4
 ,tactfully keep  him conc5trat$ on !   
subject & on y\r application4 ,if he    
/>ts to  grumble t "s man he has engag$ 

previ\sly 0 no good1 y c  smile & reply1
 ,y w\ld n give me cr$it = anybody      
else's  f9e "w1 & ( c\rse y d n blame me
 = :at t fell[  did4    ,y "k :at po9ts 
are relevant to ! subject y h come to   
discuss1 & :at are n4 ,discrim9ate1 &   
make ! prospect foll[  y4 ,re/rict y\r  
treatm5t ( 8 objections to po9ts1 means1
 &  me?ods t w keep 8 ideas f swit*+    
onto side-tracks (  ?\ght4 ,:5 he w&]s  
away f ! subject1 d n ramble )  him4    
,promptly & diplomatically run 8 m9d    
back on ! ma9 l9e (  y\r purpose4 ,y are
 op]at+ a ?r\gh tra9 to success4 ,y mu/ 
n be div]t$ into pick+ ei!r daisies or  
?i/les by ! "r (  way :ile y\r          
salesman%ip eng9e /&s idle4    ,sid5ote3
 ,pati5ce & ,calmness    ,tact &        
diplomacy include ! qualities ( pati5ce 
& calmness4  ,y _c deal successfully )  
opposition if y are impati5t or  flu/]$4
 ,pati5ce und]/&s ! o!r man & avoids    
giv+ him  (f5se2 because x compreh5ds 8 
way ( ?9k+ & is consid]ate  ( 8 "r to 8 
op9ions4 ,calmness d5otes a consci\sness

 (  /r5g?4 ,h5ce x inspires admiration4 
,keep y\r pati5ce op5-ey$4  ,see ahead4 
,d n *afe re/lessly because ! pres5t    
mom5t is n  propiti\s4 ,a bett] *ance = 
y is com+4 ,because ( y\r vision  h fai?
 9 y\r p[] to make x come4 ,:atev] may  
happ51 be  self-possess$ :5 y meet x4 ,y
 c give no m impressive pro(  ( y\r     
bigness4 ,y\r calmness w w9 ! confid5ce 
( ! o!r man4  ,x w help 9 mak+ !        
impression ( c\rage\s tru?4 ,only an    
hone/ purpose c meet attack ) quiet     
fe>lessness4    ,sid5ote3 ,w9           
,admiration by ,keep+ ,upp] ,h&    ,!   
*ief dang] to ! salesman at ! objections
 /age is t he may  lose control ( !     
sell+ process4 ,be on y\r gu>d to prev5t
 !  o!r man f dom9at+ y by 8 opposition4
 ,y h ! advantage  at ! />t4 ,he _c be s
 well prep>$ to make objections z y     
%\ld be to dispose ( !m effectively4    
,keep ! upp] h&4 ,if y  h n antagoniz$ 8
 feel+s1 y\r prospect w admire y :5 he  
sees t he _c dom9ate y & realizes t y w 
n let him  h 8 own way4 ,y w build up 9 

him a favorable op9ion ( y\r  manhood1  
intellig5ce1 & p[]4 ,he _c help         
appreciat+ y\r art  9 h&l+ him4         
,sid5ote3 ,make ,desire ,gr[    ,dispose
 ( ea* objection 9 su* a way t y w get  
y\rself  want$ m & m z y remove or get  
ar\nd ! ob/acles  enc\nt]$4 ,!          
prospect's desire = y\r s]vices %\ld gr[
 9  proportion z y ov]come 8 opposition4
 ,x is possible to use  objections1 or r
 _! answ]s1 to /r5g!n y\r salesman%ip s 
greatly t x w be easy to ga9 y\r        
object--! job or !  promotion y seek4   
,sid5ote3 ,h>d ,climb ,leads to ,supreme
 ,heights    ,!re=e d n quail f !       
ob/acles y meet4 ,recognize 9 ea* an    
opportunity to succe$ 9 demon/rat+ y\r  
capability2 a *ance to  increase !      
respect1 confid5ce1 & lik+ ( y\r        
prospective  employ]4 ,rememb]1 if !re 7
 no difficult1 /eep m\nta9s to  scale1 !
 supreme heights ( success c\ld n be    
ga9$4 ,s1 )  %9+ face1 climb on & up    
undaunt$6          ,,*apt] ,,xi    ,!   
,goal ( ,success      ,sid5ote3 ,ne>ly  

,succe$$ ,means ,fail$    ,aft] an      
applicant = a position seems to h !     
covet$ opportunity  almo/ 9 8 grasp1 he 
is sometimes unable to cl9* ! sale ( 8  
s]vices4 ,he does n get ! job4 ,8       
failure is none ! less  complete because
 he ne>ly succe$$4 ,no race 0 ev] won by
 a man  :o c\ld n f9i%4 ,h[ev]          
successful y may h be5 9 !  e>li] /ages 
( ! sell+ process1 if y\r s]vices are   
f9ally  decl9$ by ! prospective employ] 
y h int]view$1 y\r sales  ef=t has end$ 
9 failure4    ,:5 "o has made a f9e     
pres5tation ( 8 capability1 & !re=e     
feels confid5t ( sell+ 8 s]vices1 x     
%ocks & di%e>t5s him  to h 8 application
 reject$4 ,x takes ! />* out ( a man4   
,he  is apt to feel limp 9 c\rage :5 he 
turns 8 back on ! lo/ *ance  to make    
good1 & faces ! necessity ( />t+ ! sell+
 process  all ov] aga9 ) ano!r prospect4
 ,x is h>d] to lose a race 9 !  %ad[ ( !
 goal ?an to be disqualifi$ be=e ! />t4 
,!  prospect :o seems on ! po9t ( say+1 
,yes1 b f9ally %akes  8 head is !       

he>t-break] to ! salesman4    ,sid5ote3 
,mak+ ! ,t\* ,d[n    ,( c\rse1 z y h be5
 rem9d$1 ev5 ! be/ salesman _c get  all 
! ord]s he tries to secure4 ,b he seldom
 fails to close a  real prospect :om he 
has conduct$ successfully ?r\gh !       
prelim9>y  /eps ( a sale4 ,ea* advance  
he makes increases 8 confid5ce t he  w  
get ! ord]4 ,! ma/] salesman does n     
falt] & fall d[n  j be=e ! f9i%4 ,he is 
at ! top ( 8 /r5g? z he ne>s !  goal4   
,all 8 tra9+ & practice h _h b "o       
ultimate object--a  successfully        
complet$ sale4 ,he kn[s t no?+ else     
c\nts4 ,he  does n lose ! ball on !     
"o-y>d l9e4 ,he pu%es x ov] = a  t\*d[n4
 ,he _c be held back :5 he gets t close 
to ! goal  po/s4 ,y mu/ be l him if y   
w\ld make ! almo/ sure victory  a       
c]ta9ty4    ,sid5ote3 ,don't ,fe> ,to   
,take ,success    ,p]haps ! commone/    
cause ( ! failures t occur at ! clos+   
/age is ! salesman's fe> ( br++ ! sell+ 
process to a  head4 ,he is 9 d\bt :e!r !
 prospect w say ,yes or ,no4 ,8  lack ( 

c\rage\s confid5ce makes him falt] :5 he
 %\ld bravely  put 8 =tune to ! te/ (   
decision4 ,he does n /rike :ile !  iron 
is hot1 b hesitates until ! prospect's  
desire cools4 ,_m an  applicant = a     
position has talk$ an employ] into !    
idea (  engag+ 8 s]vices1 & !n has gone 
"r on talk+ until he  *ang$ ! o!r man's 
m9d4 ,he is ! wor/ ( all failures4 ,?\gh
 he  has won ! prize1 he lets x slip    
?r\gh 8 f+]s because he lacks  ! n]ve to
 tight5 8 hold4    ,sid5ote3 ,keep      
,control ,at ! ,close    ,d\bt &        
timidity at ! clos+ /age1 aft] ! e>li]  
/eps h  be5 tak5 successfully1 are      
p>adoxes4 ,surely ea* prelim9>y  advance
 ! salesman makes %\ld add to 8         
confid5ce t he c  complete ! sale4 ,8   
prov$ ability to h&le objections & to   
ov]come resi/ance %\ld h develop$ all ! 
c\rage he ne$s to  f9i% ! sell+ process4
 ,clos+ requires less brav]y & /aun*    
fai? ?an "o mu/ h :5 mak+ 8 approa*4 ,n[
 he kn[s 8 man1  & t ?is prospect's m9d 
& he>t c be favorably influ5c$ by       

salesman%ip4 ,is x n a contradiction (  
good s5se to weak5 at !  f9i% in/ead (  
press+ ! advantages already ga9$ & cr[n+
  ! previ\s "w ) ultimate success8 ,yet 
!re are salesm5 :o seem  s afraid ( he>+
 a possible ,no t !y d>e n prompt an    
almo/  c]ta9 ,yes4    ,:5 y h pres5t$ to
 y\r prospective employ] a ?or\ghly good
  case = y\rself1 d n sl[ d[n or /op !  
sell+ process4  ,especially avoid lett+ 
him take ! re9s4 ,?us f> y h  controll$ 
! sale4 ,keep f9al developm5ts 9 y\r own
 h&s4 ,g  ahead4 ,smile4 ,be & appe>    
entirely at ease4 ,look ! o!r man 9 !   
eye4 ,ask him1 ,:5 %all ,i />t "w8      
,sugge/ t y believe he  is favorable to 
y\r application4 ,ev5 speak 8 decision =
 him1 z  ?\gh x 7 a matt]-(-c\rse4 ,if !
 previ\s tr5d ( !  int]view ju/ifies y 9
 assum+ t he has almo/ made up 8 m9d  to
 employ y1 pron\nce 8 probable ?\ght z  
if he _h ann\nc$ x  z 8 f9al conclusion4
 ,he w n be likely to rev]se ! decision 
y h spok5 = him4 ,8 m5tal incl9ation w  
be to foll[ y\r  lead1 & to accept z 8  

own judgm5t :at y h assum$ to be  settl$
 9 8 m9d4    ,sid5ote3 ,rev]s+ a        
,negative ,decision    ,a /ubborn m]*ant
 made a doz5 objections to hir+ a new   
cl]k4 ,!  "y man cle>$ !m all away1 "o  
aft] ano!r1 z soon z ea* 0  rais$4 ,b ! 
employ] lean$ back ob/9ately 9 8 *air & 
decl>$1 ,j ! same1 ,i don't ne$ any m   
cl]ks4 ,?is 0 b a  repetition ( an      
objection already dispos$ (4 ,!         
applicant conclud$1  !re=e1 t he _h 8   
man corn]$4 ,! salesman smil$ broadly at
  ! indication ( 8 success4 ,he /ood up 
& took (f 8 ov]coat4    ,well1 he said1 
y c]ta9ly ne$ "o less ?an y did1 n[ t   
,i'm  ready to beg9 "w4 ,i und]/& :y y h
 be5 putt+ me (f4 ,y  want$ to te/ my   
/ick-to-x-ive-ness4 ,i'm sure ,i h      
conv9c$ y on  t po9t4 ,y ne$n't worry   
ab\t my /ay+ on ! job4 ,%all ,i  report 
to ! sup]9t5d5t1 or w y />t me y\rself8 
,! m]*ant drew a deep brea?2 !n empti$ 8
 lungs ) a bur/ (  a/oni%m5t mix$ )     
relief4 ,he c\ld n help laugh+4    ,i   
meant to turn y d[n1 b y say ,i've made 

up my m9d to hire y4  ,i didn't "k x    
myself1 b y're "r4 ,i believe y are !   
sort (  cl]k ,i always want4            
,sid5ote3 ,expect ! ,prospect to ,say   
,yes    ,rememb]1 :5 y face y\r prospect
 at ! clos+ /age1 ! motive  t br\ght y  
to him4 ,y came ) ! int5tion ( r5d]+ him
  s]vices f :i* he w pr(it4 ,y want y\r 
capability to be a  good buy = him4 ,y\r
 consci\sness t y\r motive is "r  %\ld  
give y /r5g!n$ fai? 9 y\rself & 9 !     
successful  outcome ( y\r salesman%ip4  
,x %\ld fill y ) ! c\rage  necess>y to  
close ! sale4    ,nei!r hesitate nor    
fl9*4 ,confid5tly prompt ! decision 9   
y\r  favor4 ,believe t y h won & y w n  
be intimidat$ by  fe>s ( failure4 ,y\r  
prospect is unlikely to say ,no if y    
really  expect to he> ,yes4 ,ev5 if he  
speaks ! negative1 /ill believe 9  y\r  
own fai?4 ,i "k a man :o1 a m9ute aft] 8
 application 0  flatly reject$1 won !   
position he want$4 ,unrebuff$1 he came  
back  )1 ,ev5tually1 :y n n[8 ,8 evid5t 
conviction t he 0  ne$$ ga9$ ! victory  

:5 8 *ance seem$ lo/4    ,sid5ote3      
,don't ,be ,afraid to ,pop ,! ,"q    ,we
 all laugh at ! "y swa9 :o c\rts a girl 
devot$ly = mon?s  & uses e art he kn[s  
to sell h] ! idea t he w\ld make h]     
happy z 8 wife2 b :o turns pale1 !n r$1 
& *okes :5ev] he  has a *ance to pop !  
"q4 ,(t5 ! girl mu/ g half way )        
prompt+4 ,:51 ?us enc\rag$1 he f9ally   
/amm]s out 8 appeal =  h] decision1 %e  
accepts him s quickly t he feels fooli%4
 ,wom5  are reput$ to be bett] clos]s ( 
su* sales ?an m54    ,y smile at !      
comp>ison ( c\rt+ ) salesman%ip4 ,yet ! 
sell+ process is z effective 9 mak+ good
 impressions ( ! sort  ( husb& "o might 
be z 9 impress+ an employ] ) ! idea t   
"o's s]vices 9 bus9ess w\ld prove       
desirable4    ,sid5ote3 ,sell+ a ,future
 ,husb&    ,! "y man b5t on m>riage ne$s
 to prospect = ! "r girl1 to  secure an 
audi5ce1 to compel h] att5tion1 to rega9
 x :5 div]t$  to o!r admir]s1 & to      
develop h] curiosity ab\t him into      
int]e/4  ,he mu/ size up h] likes &     

dislikes2 !n adapt 8 salesman%ip to  h] 
ta/es1 tactfully subord9at+ 8 own       
pref]5ces to h]s4 ,if %e  is a?letic1 he
 w play t5nis or g on tramps ) h]1 h[ev]
 tir$  he feels aft] 8 "w4 ,if %e is    
s5tim5tal1 he w take h]  canoe+ & read  
poetry to h]1 ?\gh he may pref]         
detective y>ns4  ,?r\gh\t 8 c\rt%ip he w
 d 8 utmo/ to /imulate 9 h] a  desire to
 h him z a life p>tn]4 ,:atev]          
objections %e makes to  him1 he w get   
rid ( or ov]come4    ,suppose he has    
tak5 all ^! prelim9>y sell+ /eps        
successfully1  & at la/ ! "t comes =    
p9n+ ! girl d[n to a def9ite  answ] to !
 all-important "q1 is !re any likelihood
 t x  w be a refusal8 ,( c\rse n6 ,if 8 
e>li] salesman%ip has be5  ma/]ly1 !    
reasons :y %e w be incl9$ to accept him 
9 ! end  are ( mu* great] weight & numb]
 ?an any causes = rejection t  %e may h 
?\ght ( previ\sly4    ,sid5ote3 ,nev]   
,weak5 ,at ! ,f9i%    ,he %\ld n fe> to 
close ! sale4 ,he has be5 go+ /rong     
until  n[2 :y %\ld he weak5 at ! f9i%8  

,! ma/] salesman does n  quav] !n1 or   
d\bt 8 success4 ,he asks 8 prospect's   
decision  bravely & ) confid5ce1 or he  
assumes x z a matt] ( c\rse &  kisses ! 
girl4 ,8 he>t beats fa/] ?an usual1 b he
 is n afraid  ( he>+ ,no4    ,y %\ld    
feel ! same way aft] lead+ y\r          
prospective employ]  successfully ?r\gh 
! prelim9>y /ages ( ! process ( sell+   
y\r s]vices to him4 ,d n falt] n[4      
,promptly emphasize ! idea  t ! weight1 
am\nt1 & quality ( y\r m]its are fully  
wor? !  comp5sation previ\sly discuss$4 
,if y are sure ( t1 if y  h valu$ y\r   
s]vices f 8 /&po9t1 & n j f  y\r own1 y 
w feel no d\bts ab\t ! acceptance ( y\r 
application4 ,y w put y\r prospective   
employ] ?r\gh ! process  ( decision z   
c\rage\sly & confid5tly z y fir/ ent]$ 8
  pres5ce4    ,sid5ote3 ,gett+ !        
,decision ,pron\nc$    ,sometimes a     
prospect w be conv9c$1 b w n express :at
 is 9  8 ?\ghts4 ,!re=e x is n en\gh to 
br+ ab\t a favorable  conclusion ( m9d4 
,until ?is has be5 pron\nc$ or signifi$1

 x  may easily be *ang$4 ,h5ce !        
effective process ( decision includes   
bo? ! m5tal action ( judgm5t & its      
p]ceptible indication4  ,(t5 a prospect 
:o is ?9k+ ,yes w n say x until he is   
prompt$ by ! salesman4    ,sid5ote3 ,a  
,lawy] ,sums ,up ! ,case    ,:5 a lawy] 
is try+ a case1 he endeavors to br+ out 
! evid5ce  9 favor ( 8 cli5t & to make !
 jury see e po9t cle>ly4 ,he  %[s also !
 fallacies & falsities ( oppos+         
te/imony4 ,b aft]  all ! evid5ce has be5
 giv51 ! case is n turn$ ov]  imm$iately
 to ! jury = decision4 ,if t 7 done !   
lawy]  w\ld miss 8 be/ *ance to influ5ce
 ! jurors to make up _!  m9ds 9 8 favor4
 ,!y are n s famili> z he ) ! facts &   
_! significance4 ,!y w\ld be apt to     
atta* m importance to "s  details (     
te/imony1 & less to o!rs1 ?an !         
circum/ances  w>rant4 ,s1 to assi/ !    
jurors 9 arriv+ at _! v]dict on !       
evid5ce1 ! lawy] sums up ! case4 ,he    
lays be=e _! m9ds 8  views1 & tries )   
all 8 p[] & art to conv9ce !m t 8  ^w   

pictures are true reproductions ( !     
facts 9 _! relation &  proportion to all
 ! circum/ances surr\nd+ ! issue4       
,sid5ote3 ,prepond]ance ,( ,evid5ce     
,! object ( ! lawy] :5 he addresses !   
jury is to make !  conv9c+ impression t 
! te/imony 9 favor ( 8 cli5t f>         
outweighs ! evid5ce on ! o!r side4 ,he  
adjures ! twelve m5  be=e him to weigh !
 evid5ce c>efully4 ,he decl>es ! judge w
  in/ruct !m t 9 a lawsuit ! v]dict %\ld
 be giv5 to ! p>ty  :o has a            
prepond]ance or great] weight ( pro( on 
8 side4 ,at  ?is clos+ /age ( ! case !  
lawy] acts z a weighma/]4 ,he  wants to 
make ! jurors feel t he has h&l$ !      
scales fairly1  t he has tak5 into      
consid]ation ! evid5ce aga9/ him z well 
z ! facts 9 8 favor2 & t ! prepond]ance 
( weight is z  he has %[n x--s t !y w   
accept 8 view & gave him !  v]dict4 ,if 
he feels a s9c]e conviction t he is "r 9
 ask+ =  a decision on 8 side1 he makes 
8 clos+ address ) ! r+ (  confid5ce4 ,he
 looks ! jurors 9 ! eye & asks = !      

v]dict 9  8 favor z a matt] ( "r4 ,he   
does n beg1 b claims :at !  weight ( !  
evid5ce entitles him to receive4        
,sid5ote3 ,treat ,y\r ,prospects ,z     
,jurors    ,! jury t w decide on y\r    
application :5 y apply = a  position w  
usually consi/ ( b "o man1 or w be      
compos$ ( a  committee or bo>d (        
directors4 ,treat him or !m z a jury4   
,rememb] t y\r capabilities & y\r       
defici5cies are on trial4  ,close y\r   
case ) ! same process ! skillful lawy]  
uses :5 he sums  up ! evid5ce & weighs x
 be=e ! m9ds ( ! jurors4 ,d :at  he does
 z a weighma/]4 ,avoid mak+ any         
impression t y  are n weigh+ y\r dem]its
 fairly1 ?\gh y m9imize _!  importance2 
also miss no *ance to impress ! full    
weight ( y\r  qualifications4 ,! ess5ce 
( good salesman%ip at ?is /age ( !      
process is skillful1 b hone/ weigh+4 ,t 
means us+ bo?  sides ( ! scale1 to      
conv9ce ! prospect t ! balance tips 9   
y\r favor4 ,he w n believe 9 !          
correctness ( ! ,yes weight  unless y %[

 ! less] weight ( ,no 9 contra/4 ,!n he 
_c  help see+ :i* is ! heavi]4 ,decision
 on ! respective weights  is only a     
process ( p]ception4    ,sid5ote3 ,!    
,process ,( ,p]ception    ,let u suppose
 ! employ] has ass]t$ ! objections t y  
are n  suffici5tly exp]i5c$ to e>n !    
sal>y y want1 & t y don't  "k en\gh yet 
to fill ! job4 ,x w\ld be poor          
salesman%ip to try to  conv9ce him t y h
 _h a good deal ( exp]i5ce4 ,if y       
exagg]ate ! importance ( ! ?+s y h      
le>n$1 he almo/  surely w judge y to be 
an unfair weighman ( y\rself4 ,s y  %\ld
 tacitly admit y\r inexp]i5ce & treat ! 
value ( exp]i5ce  lightly by rem9d+ him 
t 8 bus9ess is unlike any o!r4 ,!n  be> 
d[n h>d on y\r eag]ness to le>n 8 ways &
 to "w = him4  ,?us y c make him p]ceive
 ! two sides ( ! scale z y view  !m4    
,sid5ote3 ,tipp+ ! ,balances ,y\r ,way  
,x is possible = y s to tip ! balances 9
 y\r favor1 ?\gh  previ\sly ! m9d's eye 
( y\r prospective employ] may h be5     
see+ ! great] weight on ! unfavorable   

side4 ,x is legitimate  salesman%ip to  
influ5ce ! decision ( ! o!r man 9 ?is   
way4  ,y\r weigh+ is entirely hone/2    
?\gh y %>ply rev]se !  balances4        
,c]ta9ly y h ! "r to e/imate ! full wor?
 (  y\r s]vices1 to depreciate !        
significance ( po9ts aga9/ y1 &  to     
picture y\r desirability to ! prospect z
 y see x1 h[ev] t  view may diff] f 8   
previ\s conception4 ,if y\r picture ( ! 
respective weights is attractive &      
conv9c+1 ! o!r man w  adopt x z 8 own & 
disc>d 8 =m] op9ions ab\t y4 ,n only  w 
he accept ! idea ( y\r capabilities t y 
make him p]ceive2  he also w see t y\r  
defici5cies are mu* less important ?an  
he  _h be=e consid]$ !m4    ,sid5ote3   
,s]v+ ,ha% ,= ,dess]t    ,bew>e ( a     
mi/ake commonly made by applicants =    
positions :o d n  und]/& ! art (        
successfully clos+ ! sale ( "o's        
s]vices4  ,:5 !y try to cl9* ! f9al     
decision1 !y j repeat /rongly  all _!   
be/ po9ts4 ,!y make no m5tion ( _!      
%ortcom+s4 ,=  dess]t1 9 o!r words1 !y  

s]ve a ha% ( ! be/ di%es (  previ\s     
c\rses4 ,is x any wond] t su* a close   
takes away any  appetite ! prospect may 
h _h8    ,:at w\ld y ?9k ( a lawy] :o _h
 clos$ 8 case by simply  read+ to ! jury
 all ! te/imony t _h be5 giv5 on 8 side1
  b :o _h made no ref]5ce to ! oppos+   
evid5ce8 ,if y 7 a  juror1 w\ld y vote =
 a v]dict 9 favor ( ! side s summ$ up8  
,( c\rse y w\ld h he>d ! te/imony ( bo? 
p>ties to !  case1 b y w\ld n feel t !  
lawy] :o ignor$ ! evid5ce  aga9/ 8 cli5t
 _h help$ y to arrive at ! conclusion t 
he  _h ! prepond]ance ( pro( on 8 side4 
,on ! contr>y1 y  probably w\ld be      
incl9$ to atta* to ! oppos+ evid5ce     
great]  weight ?an ! facts ju/ifi$1 &   
w\ld disc\nt :atev] ! lawy]  claim$ = 8 
cli5t4 ,y1 y\rself1 w\ld act z          
weighma/]2 &  w\ld give ! o!r p>ty to ! 
suit ! b5efit ( any d\bt 9 y\r  m9d z to
 ! contra/+ weights ( ! te/imony pro &  
con4 ,!  lawy]'s failure to weigh all ! 
evid5ce be=e y\r eyes w\ld make  !      
impression on y t 8 view ( ! case 0     

unfair to 8  oppon5t4 ,if y felt at all 
d\btful1 y w\ld be likely to vote  aga9/
 him 9 ord] to make sure t ! o!r side   
receiv$ a squ>e  deal4    ,sid5ote3     
,weigh ,bo? ,pros & ,cons ,be=e ,jury   
,! jury t is to decide favorably or     
unfavorably on y\r application  = a     
position w feel simil>ly incl9$ to rea* 
a negative  conclusion if 9 clos+ y omit
 ! process ( weigh+ ! pros &  cons1 &   
emphasize only y\r /rong po9ts4 ,x is   
good salesman%ip to  /ress ^! at ! f9i%+
 /age1 b !y %\ld be pictur$ 9  contra/ )
 light] objections to y\r employm5t4 ,9 
ord] to  conv9ce ! prospect t ! reasons 
= employ+ y outweigh !  reasons = turn+ 
y d[n1 y mu/ %[ 8 m9d bo? sides ( !     
scale4 ,if y fail to d ?is1 8 own       
imag9ation w d ! weigh+  & is c]ta9 to  
be> d[n ) prejudice on e po9t aga9/ y4  
,x w also depreciate y\r view ( ! po9ts 
9 y\r favor4 ,! o!r  man w make sure t  
he is gett+ a squ>e deal on ! weights1  
s9ce he w believe y1 too1 are look+ out 
only = ,numb] ,"o4    ,sid5ote3 ,to     

,make ,c]ta9 ,d ,! ,weigh+ ,y\rself     
,! c]ta9 way to make y\r prospect       
p]ceive t ! reasons =  accept+ y\r      
proposal are ( great] weight ?an any    
causes =  turn+ d[n y\r application is  
to d ! weigh+ y\rself4 ,fir/  be sure ! 
heavi] weight is on y\r side4 ,:5 y     
fully believe  t1 use all ! arts (      
salesman%ip to make ! o!r man see !     
balances z y view !m4 ,!n he c come to b
 "o conclusion1 t  ! prepond]ance is on 
y\r side4 ,j z soon z y make !          
respective weights cle> to 8 p]ception1 
he w be conv9c$4 ,he  _c d5y :at 8 own  
m9d's eye has be5 made to see4          
,sid5ote3 ,get ,prospect ,committ$      
,!re=e br++ ab\t a favorable m5tal      
conclusion is n at all  difficult4 ,!   
judgm5t t y\r s]vices w\ld be desirable 
is no  h>d] to ga9 ?an a decision t !   
weight ( "o side ( a scale is  great]   
?an ! o!r4 ,any "o :o looks at !        
balances sees at once  :i* way !y tip4  
,! rub is n 9 gett+ ! decision made b 9 
gett+ x pron\nc$4 ,! sale is n complet$ 

until ! prospect  has committ$ himself4 
,sid5ote3 ,n[ is ! ,acceptance ,"t      
,he feels t 8 m5tal processes are 8 own 
secret1 :i* y _c  read2 s he w n gu>d   
aga9/ ! conclusion ( 8 m9d t y  w\ld be 
a desirable employee4 ,b = "s reason he 
may be unwill+  to express 8 ?\ghts to y
 j !n1 h[ev] ?or\ghly he is  conv9c$4   
,he naturally pref]s n to say ,yes at   
once2 s t he may  *ange 8 m9d if he     
wi%es4 ,y w endang] y\r *ances ( success
  if y let him put (f action on 8       
decision4 ,to-morr[ he is likely  to see
 ! weights 9 a diff]5t light & to imag9e
 less on y\r  side & m aga9/ y4 ,n[ is !
 "t to close ! sale1 :5 he  _c help see+
 ?+s y\r way4    ,sid5ote3 ,two ,/ages  
,( ,clos+    ,y "k t sometimes a juror w
 be conv9c$ 9 8 own m9d1  yet _c br+    
himself actually to vote accord+ to 8   
m5tal  conclusion4 ,p]haps he is a      
wobbl] by nature4 ,s a girl may decide  
9 h] ?\ghts t a c]ta9 suitor w\ld make a
 good husb&1 yet  %e may hesitate to    
accept him j because t /ep is f9al4  ,^!

 illu/rations impress ! importance (    
discrim9at+ betwe5  ! two /ages ( clos+ 
a sale4 ,! success ( ! salesman is  made
 c]ta9 only by 8 k & skillful use1 fir/ 
( ! art (  vivid weigh+1 & second ( !   
art ( prompt+ ! prospect  to action on 8
 p]ception ( ! diff]5ce 9 ! balances4   
,at !  clos+ /age we h enc\nt]$ aga9 our
 old acqua9tance1 !                     
discrim9ative-re/rictive process4       
,sid5ote3 ,clos+ a ,procra/9ator    ,a  
fri5d ( m9e :o has an adv]tis+ ag5cy    
want$ to secure !  bus9ess ( a prom95t  
manufactur] :o 0 incl9$ to vacillation4 
,! prospect 0 always timid ab\t act+ &  
_h ! reputation ( a  *ronic             
procra/9ator4 ,my fri5d w5t ahead ) !   
sell+ process 9  ord9>y c\rse until he  
_h prov$ ! desirability ( 8 s]vice &  _h
 %[n t !re 0 no really weighty reason :y
 ! contract  %\ld n be giv5 to him4 ,he 
knew he 0 entitl$ to ! decision  !n1 b  
he did n wait = ! timid man to pron\nce 
x4 ,!  adv]tis+ ag5t knew ! *>act]i/ics 
( ! prospect & _h  plann$ j h[ he w\ld  

h&le ! f9i%+ /age ( ! sell+  process s z
 to get ! ord] promptly4    ,sid5ote3 ,!
 ,cl9*] ,held 9 ,res]ve    ,he held 9   
res]ve a clos+ me?od t a less skillful  
salesman  probably w\ld h us$ e>li] 9 ! 
sale in/ead ( res]v+ x  especially = !  
end4 ,z soon z he _h complet$ ! weigh+  
process  my fri5d took f 8 pocket a %eet
 ( copy he _h prep>$ = a  fir/          
adv]tisem5t along ! l9e he _h propos$4  
,?is _h be5 work$  out c>efully 9       
advance1 j z if ! ord] _h already be5   
giv5  = ! adv]tis+ s]vice4 ,my fri5d    
laid ! %eet ( copy be=e !  prospect1 :o 
0 tak5 completely by surprise4    ,i    
knew y w\ld want ?is s]vice z soon z ,i 
expla9$ x to y1  said ! salesman4 ,!re=e
 ,i prep>$ ?is ad = ! fir/  publication 
"u ! plan ,i h submitt$1 & :i* ,i am    
sure y  approve4 ,!re is no "q t y w get
 mu* bett] results f  ?is copy ?an y h  
be5 receiv+ f ! adv]tis+ y are  do+ n[4 
,naturally y want to beg9 b5efit+ f my  
s]vice z  soon z possible4 ,i'm all     
ready to deliv] ! goods4 ,j p5cil y\r   

,o4,k4 on ! corn] ( ?is copy4 ,i'll d ! 
re/4    ,sid5ote3 ,f ,p5cil ,to ,p5     
,) a smile ( confid5ce ! salesman held  
out a s(t lead p5cil4  ,! mom5t ! o!r   
man involunt>ily obey$ ! sugge/ion by   
accept+ ! t5d]$ p5cil1 he 0 />t$ on !   
purely muscul>  process ( pron\nc+ 8    
approval ( ! proposition likewise t5d]$ 
= 8 acceptance4 ,! in=mality ( ! (f-h&  
reque/ t he  p5cil 8 ,o4,k4 kept him f  
be+ sc>$ (f4 ,he did n feel t  he _h yet
 committ$ himself fully4 ,probably1 )   
*>act]i/ic  timidity1 he w\ld h %i$ f   
sign+ a =mal contract at t  mom5t4 ,b he
 hesitat$ only slightly be=e he scribbl$
 8 initials  on ! corn] ( ! propos$ ad4 
,!n he h&$ ! p5cil back to !  salesman4 
,! adv]tis+ ag5t pick$ up ! approv$     
copy1 & at once  laid be=e ! prospect a 
=mal contract4 ,simultane\sly he t5d]$  
8 f\nta9 p54 ,he _h />t$ ! adv]tis] to  
writ+ 8 "n1  & did n let ! process /op4 
,n[ j ,o4,k4 ?is1 too1 he direct$1 & !  
:ole matt] w be  settl$ to y\r complete 
satisfaction4 ,!n1 to prev5t !          

procra/9ator f back+ up1 ! salesman     
rea*$ = ! telephone  on ! adv]tis]'s    
desk4 ,) y\r p]mission1 ,i'll call up   
!----magaz9e & res]ve *oice space = ?is 
ad4 ,x won't co/ any  m & by gett+ 9    
e>ly we'll make ! ad mo/ effective4     
,sid5ote3 ,decide ,=1 ,!n ,commit ,!    
,prospect    ,my fri5d manife/$ complete
 confid5ce t ! sale 0 clos$4 ,by        
cont9u+ ! process ( affirm+ ! decision1 
he prev5t$ !  prospect f back+ up aft]  
mak+ 8 p5cill$ ,o4,k4 ,be+ ?us  committ$
 in=mally1 ! usually vacillat+ adv]tis] 
c\ld n well  avoid us+ ! p5 put into 8  
h& to sign ! =mal contract laid  be=e   
him4 ,)\t speak+ to him1 ! salesman     
po9t$ to ! dott$  l9e :ile he call$ !   
telephone numb] he want$4 ,! prospect   
wrote  8 "n be=e he _h "t to /op !      
impulse t ! adv]tis+  ag5t _h />t$4 ,!  
salesman _h bo? induc$ ! m5tal  decision
 9 8 favor1 & impell$ its pron\ncem5t4  
,really he  fir/ made up ! prospect's   
m9d = him1 & !n committ$ him to  !      
decision s made )\t ! o!r man's         

volition4    ,sid5ote3 ,bo? ,processes  
,9 ,"r ,sequ5ce    ,only by p]=m+ bo?   
processes 9 "r sequ5ce at ! clos+  /age 
c a sale be f9i%$ "u ! control ( !      
salesman4 ,if !  favorable conclusion z 
to ! respective weights ( negative &    
affirmative is n fir/ work$ out be=e !  
m9d's eye ( !  prospect1 any?+ done to  
commit him to a decision w likely kill  
! salesman's *ances = success4 ,!       
prospect ^: m9d is n yet  made up       
favorably1 :o does n cle>ly p]ceive t ! 
prepond]ance  is on ! ,yes side ( !     
scale1 w almo/ surely say ,no if 8      
decision is prematurely impell$4        
,sid5ote3 ,discrim9ate ,& ,re/rict      
,h5ce x is important t ! salesman       
discrim9ate betwe5 ! two  clos+ /ages1 &
 t he re/rict 8 sell+ me?ods at ea* /age
  to ! sell+ processes t are effective  
!n4 ,he mu/ n get !  c>t be=e ! horse1 z
 ! ignorant or unskillful clos] is apt  
to  d4 ,! poor clos] does n und]/& !    
discrim9ative-re/rictive  process4 ,he  
lacks compreh5sion ( ! di/9ction t %\ld 

be drawn  betwe5 ! me?ods he previ\sly  
has us$ & :at is n[ requir$ to  f9i% !  
sale4 ,let u be sure we "k h[ to        
discrim9ate2 s t  our "w at ! clos+ /age
 may be re/rict$ to ! processes t  are  
requir$ to assure success 9 tak+ !      
p>ticul> /ep necess>y4    ,sid5ote3 ,new
 ,process ,necess>y ,to ,close          
,?r\gh\t ! s]ies ( sell+ /eps t prec$e !
 clos+ /age1  ! cont9u+ purpose ( !     
salesman is to make ! prospect see !    
proposal 9 ! true light1 z ! salesman   
himself views x4 ,:5 !  sell+ process   
draws to a conclusion1 ! purpose ( !    
salesman  *anges4 ,n[ he wants !        
prospect to decide & !n act ^u :at  has 
be5 %[n to 8 m9d's eye4 ,if ! salesman  
is to control !  close1 he mu/ d some?+ 
new to prompt decision & to actuate its 
pron\ncem5t4    ,! unskillful clos]1    
in/ead ( *ang+ 8 previ\s sales tactics1 
ne>ly always devotes 8 f9al ef=ts to    
mak+ ! prospect see  m cle>ly ! pictures
 already laid be=e 8 m9d4 ,he tries to  
impress ! prospect ) a re-ha% (         

p]ception1 by emphasiz+ m  /rongly ?an  
be=e ! favorable po9ts br\ght out cle>ly
 at e>li]  /ages4 ,( c\rse x is         
important t at ! close ( ! sale !       
prospect h all ^! po9ts 9 view1 b x is n
 good salesman%ip  to emphasize only !  
appeal to 8 p]ceptive faculties4 ,! gue/
  :o has _h a good d9n] does n ne$ to be
 told j aft]w>d :at  he has eat51 or    
rem9d$ ( ! c\rses by hav+ !m br\ght 9   
aga94    ,sid5ote3 ,logic & ,reason     
,won't ,w9    ,z x is a mi/ake to s]ve  
at ! close ( a sale only a re-ha% (     
favorable po9ts2 s is x bad salesman%ip 
to rely on a dess]t (  logic & reason = 
! f9i%+ t\*4 ,logic & reason provoke    
antagonism4 ,!y are ineffective 9 br++  
ab\t ei!r a favorable  conclusion ( m9d 
or action on su* a decision4    ,if y h 
pres5t$ y\r capabilities fully to a     
prospective employ]1  d n w9d up by     
m>%all+ reasons :y he %\ld engage y4    
,avoid  ! use ( ! major premise1 m9or   
premise1 argum5t1 & logical  conclusion4
 ,y _c debate y\rself into a job1 = !   

judge is  made antagoni/ic by y\r me?od1
 :i* puts him on ! def5sive4 ,x is      
human nature to resi/ a decision t logic
 tries to =ce4 ,no man  arrives at 8    
conclusions ( m9d by putt+ himself ?r\gh
 a  reason+ process4 ,a normal p]son    
does n ne$ to reason ab\t ?+s  he kn[s4 
,he kn[s )\t reason+4 ,he attempts to   
use logic only  :5 he is unc]ta9 :at to 
?9k4 ,if logic is us$ by ! salesman  to 
conv9ce ! o!r man1 x w be ineffective   
because x is an  unnatural means t !    
prospect almo/ nev] employs to conv9ce  
himself1 & ( :i* he is suspici\s4       
,sid5ote3 ,:y ,reason+ is ,futile    ,a 
major premise is b an assumption unless 
x is already kn[n4 ,if x  is kn[n1 :y   
%\ld x be prov$8 ,s9ce ! correctness ( !
  conclusion dep5ds entirely ^u !       
validity ( ! premise1 x is  evid5tly    
absurd to attempt to prove a tru? f !   
basis ( an  admitt$ assumption4 ,!      
reason+ process t />ts f a tru?  already
 kn[n1 & arrives at a tru? t mu/        
simil>ly h be5  kn[n1 is utt]ly useless 

& a wa/e ( "t4 ,h5ce1 if y use !        
reason+ process y w ei!r fail to conv9ce
 y\r prospect by  />t+ f a premise t he 
does n "k1 or y w irritate &            
unfavorably impress him by seem+ to     
reflect on 8 intellig5ce :5  y prove to 
him some?+ he already kn[s4 ,t is !     
wrong way to  br+ y\r man to a ,yes     
decision4    ,if ! :ole process ( ! sale
 c\ld be summ$ up 9 j "o logical        
/atem5t at clos+1 x might occasionally  
be practical = !  salesman to apply     
reason+ ) good effect to help him secure
 !  decision4 ,b ! f\r /eps1 fir/ &     
second premise1 argum5t1 &  conclusion1 
mu/ be appli$ to e po9t t is made )     
reason+4  ,s9ce ! =ce ( ! conclusion is 
l>gely lo/ unless ! major  premise is an
 absolute tru? recogniz$ by ev]ybody1   
!re is dang] (  confusion1 & no         
possibility ( conv9c+ ! prospect by su* 
me?ods4 ,besides1 a multitude ( reason+ 
processes w\ld be necess>y  to cov] all 
! po9ts pres5t$ by ! salesman & all !   
objections  rais$ by ! prospect4        

,moreov]1 z we h se51 ! :ole proc$ure  (
 a logical close falls back ^u itself   
unless ev]y?+ !  salesman hopes to prove
 0 kn[n & admitt$ to be true be=e he    
began to reason x out4    ,sid5ote3     
,favorable ,decision ,def9$             
,favorable decision is ! prospect's     
m5tal conclusion t x is  bett] to buy   
?an n to buy2 bett] to accept ?an to    
refuse4 ,!  process ( secur+ decision is
 n complex2 x is v simple4 ,z has  be5  
said1 ! salesman ne$s only to weigh be=e
 ! m9d's eye ( !  prospect ! favorable &
 unfavorable ideas ( ! proposal4 ,any   
weigh+ ( two m5tal images always results
 9 a judgm5t z to :i*  is pref]able1 or 
t "o c\rse ( action w\ld be bett] ?an ! 
o!r4 ,! m9d is nev] s exactly balanc$   
betwe5 contra/+ ideas  t x does n tip at
 all ei!r way4    ,sid5ote3 ,weigh+     
,ideas ( ,a ,/eak    ,! skill ( !       
salesman weighma/]1 us$ legitimately    
be=e !  m9d's eye ( ! prospect to tip ! 
scales ( decision to !  favorable side1 
is illu/rat$ 9 ! /ory ( a but*] :o _h   

be5  ask$ by a woman cu/om] to weigh a  
/eak = h]4 ,he knew t !  weigh+ process 
9 h] m9d includ$ m ?an ! balanc+ ( a    
c]ta9 numb] ( p\nds & ounces on ! scale4
 ,aga9/ ! reasons  = h] evid5t          
incl9ation to take ! select$ /eak1 %e   
w\ld weigh  its co/1 h] p]sonal ideas ( 
its value1 & o!r factors ( ! high  co/ (
 liv+4    ,sid5ote3 ,skillful ,close (  
,! ,sale    ,! but*] wi%$ to br+ h]     
quickly to a favorable decision4 ,he    
want$ to make up ! cu/om]'s m9d = h] 9  
su* a conclusive way  t %e w\ld be      
prev5t$ f hesitat+ ov] ! pur*ase4 ,z a  
weighman ( p\nds & ounces he only want$ 
to %[ ! prospect t  he 0 hone/4 ,b 9    
ord] to tip ! buy+ scales 9 h] m9d he   
put into ! balances1 on ! side opposite 
! co/ ( ! /eak1 !  heavi] weight ( buy+ 
inducem5ts4 ,fir/ he did ! actual weigh+
  ( ! /eak2 !n he add$ on ! ,yes side ( 
! scales ( decision  ideas ( ! excell5ce
 & desirability ( ! meat4 ,he foll[$    
imm$iately ) a sugge/ion ( action t w\ld
 commit ! prospect  to buy+4    ,two    

p\nds & five ounces1 ma'am6 ,only a     
doll> & =ty-?ree c5ts4  ,x's ! v *oice/ 
"p ( ! lo94 ,y c\ldn't get a cut any    
t5d]] ?an t1 or ) less bone4 ,w\ld y l  
to h a little  extra suet wrapp$ up ) x8
    ,sid5ote3 ,?ree ,effects ,produc$   
,! but*] ?us comb9$ 9 8 close ?ree      
effects4 ,he br\ght ab\t  judgm5t ( !   
prospect's intellect1 plus increas$     
desire = !  goods1 plus ! impulse to    
c>ry ! desire into action4    ,fir/1 by 
emphasiz+1 ,two p\nds & five ounces6 9 a
 heavy tone1  & by depreciat+ ! co/1    
,only a doll> & =ty-?ree c5ts1  spok5   
lightly1 he impli$ t ! value ( ! /eak f>
  outweigh$ ! price4 ,?us judgm5t ( !   
prospect's intellect 0  effect$4        
,second1 to /imulate increas$ desire = !
 /eak1 ! but*]  skillfully put on !     
favorable side ( ! scales ( decision !  
weight ( a sugge/ion ( excell5ce4 ,he   
said tempt+ly1 ,x's !  v *oice/ "p ( !  
lo94 ,at ?is po9t he also employ$       
contra/1 to make ! prospect's desire    
/rong] /ill4 ,y c\ldn't  get a cut any  

t5d]] ?an ?is1 or ) less bone4    ,?ird1
 ?is skillful salesman prompt$ !        
imm$iate committal ( 8  cu/om] to a     
favorable decision4 ,he impell$ h] to   
?is affirmative  action by sugge/+1     
,w\ld y l to h a little extra suet      
wrapp$ up ) x8 ,he put a "q t 0 easy = !
 prospect  to answ] ) ,yes4 ,once %e    
accept$ ! suet (f]$ free1 %e  tacitly   
accept$ ! /eak at ! price /at$4 ,x is   
skillful  salesman%ip to make x easy = !
 buy] to say ,yes or to imply !         
favorable decision indirectly4 ,! but*] 
might h be5 answ]$  ) ,no if he _h ask$1
 ,w y take ?is /eak8 ,b he himself      
nodd$ :5 he made ! proposal t he wrap up
 ! extra suet4 ,!  woman 0 ?us impell$  
to nod ) him4 ,! sale 0 clos$1          
arti/ically1 9 a few seconds4    ,:5 y  
plan h[ y w close a sale ( true ideas ( 
y\r be/  capability1 "w out 9 advance a 
simil> weigh+ process1 foll[$ at  once  
by an indirect prompt+ ( acceptance ( ! 
decision y  sugge/4 ,%ape & re-%ape y\r 
int5d$ close 9 y\r m9d until x  includes

 ! ?ree effects ! but*] produc$4        
,sid5ote3 ,put a ,kick ,into ! ,close   
,put a kick into y\r /imulation ( desire
 at ! clos+ /age4  ,pa9t ! po9ts 9 y\r  
favor brightly & gl[+ly1 ?\gh 9 true    
colors4 ,conv]sely pa9t all objections  
to y\r employm5t  unattractively4       
,suppose y are apply+ = a secret>ial    
position4 ,x w\ld be good  pa9t+ to     
close some?+ l ?is3    ,i am go+ to le>n
 to d ?+s y\r way4 ,y w\ld n want a man 
9 ! position :o 0 exp]i5c$2 because he  
w\ld d ?+s "s  "o else's way1 n y\rs4   
,my inexp]i5ce really means ,i am       
adaptable  to y\r me?ods4 ,i'd become   
exactly ! sort ( secret>y y want4  ,=   
in/ance1 h[ d y pref] to h y\r mail     
br\ght to y--j  z x is op5$1 or )       
previ\s correspond5ce & notations       
atta*$8    ,su* an alt]native "q1 answ]$
 ei!r way1 leads ! prospect  ?r\gh !    
/age ( favorable decision & implies 8   
committal to  acceptance ( ! s]vices    
(f]$4 ,x c be foll[$ by ! direct        
proposal1 ,all1 "r1 ,i'll br+ y\r mail t

 way4 ,su* a close is  practically sure 
to succe$4    ,sid5ote3 ,us+ ! ,negative
 ,positively    ,a man :o 0 n at all    
prepossess+ appli$ to me "o day = a job4
  ,he conduct$ ! sale ( himself v       
skillfully1 b ,i meant to put him  (f4  
,x 0 our dull season1 & 8 looks didn't  
make a hit ) me  anyway4 ,h[ev]1 he     
realiz$ !re 0 a good deal on ! negative 
side  ( ! scale1 & he weigh$ 8          
disqualifications hone/ly2 ?\gh he      
depreciat$ ! importance ( 8             
unprepossess+ appe>ance4 ,!n1 9  contra/
 to ! negative side1 he %[$ me v weighty
 & attractive  reasons = employ+ him4   
,he />t$ by gr9n+ good-humor$ly4    ,i'm
 n a prize beauty1 he rem>k$4 ,b ! o!r  
day ,i 0 read+  ab\t ,abraham ,l9coln1 &
 ! book made me feel enc\rag$ ab\t      
myself4 ,i don't believe ,i'm any       
homeli] or any m awkw>d ?an he  04 ,i   
don't expect to be a p>lor salesman1    
anyh[1 or to rely on my  good looks to  
get ord]s4 ,i plan to succe$ by "w4 ,i'm
 go+ to be on  ! job e>ly & late & e    

m9ute betwe54 ,i'll believe 9 :at  ,i'm 
sell+--d[n to ! v bottom ( my he>t4     
,i'll make anybody see  ,i'm 9 dead     
e>ne/4 ,i look hone/1 & ,i am4 ,i'll be 
squ>e )  cu/om]s & ) y4 ,i guess t out 9
 ! field a reputation =  always be+     
will+ to help1 & = tell+ ! tru? /raight1
 w  c\nt m ?an any?+ else4 ,i "k ,i'm   
inexp]i5c$1 b t's a  fault ,i c cure    
mighty soon4 ,he gr9n$ aga94 ,i'll />t  
"r away  to get ! gre5ness (f1 if y'll  
tell me :]e to hang up my hat4    ,8    
good nature w>m$ me into smil+ ) him4 ,i
 c\ld n help  feel+ incl9$ to try ?is   
man4 ,i decid$ to give him 8 *ance at   
once4 ,he />t$ my impulse to accept 8   
s]vices1 & ,i pron\nc$ !  decision 9 8  
favor t he prompt$4 ,( c\rse he made    
good4 ,t 0  a =egone conclusion4 ,he _h 
ma/]$ ! sell+ process1 & 0 an           
especially f9e clos]4 ,he succe$$ 9     
gett+ m ?an 8 quota (  ord]s ! fir/ ye>4
 ,sell+ nev] seem$ to be h>d "w = him4  
,sid5ote3 ,two ,ways ,to ,prompt        
,pron\ncem5t    ,! pron\ncem5t ( !      

prospect's decision c be prompt$1 8     
favorable action c be br\ght ab\t1 9 two
 ways4 ,fir/1 z we h  se51 ! salesman c 
sugge/1 directly or indirectly1 ! action
 he  wants ! o!r man to take4 ,second1 !
 salesman himself c d  some?+ t !       
prospect w be impell$ to imitate4       
,sid5ote3 ,impell+ ,imitation ,( ,action
    ,= example1 :5 y apply = a position1
 & h complet$ !  process ( weigh+ !     
po9ts 9 y\r favor 9 contra/ ) ! less    
weighty reasons = n employ+ y1 lean =w>d
 slightly 9 an  attitude ( easy         
expectancy4 ,! prospect's m9d w be      
incl9$ to  imitate y\r physical act4 ,he
 w lean t[>d acceptance ( y\r  s]vices4 
,y\r act w t5d to br+ y toge!r4 ,y\r    
magnetism w  draw 84    ,or y might     
ext5d y\r h&4 ,he w h an impulse to rea*
 out 8  9 turn4 ,x is natural = a man to
 take a h& t is c\rte\sly  (f]$4 ,!     
mom5t aft] y rea* t[>d ! prospect say1  
,let's  %ake h&s on x4 ,once 8 f+]s />t 
mov+ t[>d y\rs 9  imitation ( y\r       
action1 x w be easy = him to commit     

himself4    ,sid5ote3 ,five ,ess5tials  
,( ,good ,close    ,n[ let u review !   
ess5tials ( good salesman%ip 9 clos+1   
:i*  we h be5 analyz+4 ,we c summ>ize "u
 five divisions ! entire  process (     
complet+ a sale mo/ effectively & ) !   
practical  assurance ( success4         
,fir/1 ! salesman mu/ h def9ite1 c]ta9 k
 t ! m9d  ( ! prospect has rea*$ ! clos+
 /age2 t x is "t to end  ! te/imony & to
 beg9 weigh+ ! evid5ce4 ,if ! salesman  
has kept control ( ! sell+ process      
?r\gh\t all ! prec$+  /ages1 he w "k :5 
! sell+ po9t is rea*$1 = he w be  !re   
himself1 ) ! prospect he has safely     
conduct$ ?us f>4    ,second1 at ?is "r  
"t x is necess>y to *ange =m] sales     
tactics promptly1 & to />t contra/+ !   
affirmative &  negative ideas t h       
previ\sly be5 br\ght out4    ,?ird1 !   
salesman %\ld weigh ^! contra/+ ideas s 
vividly  t ! m9d's eye ( ! prospect w   
see ! scales & p]ceive  ! great] weight 
on ! ,yes side1 z ! salesman pictures x4
    ,f\r?1 x is important t ! salesman  

color ! affirmative  ideas v allur+ly1 &
 increase ! contra/ by pa9t+            
unattractively ev]y?+ on ! negative side
 ( ! scale2 s  t ,no1 besides appe>+ mu*
 light] ?an ,yes1 w seem  un9vit+4      
,fif?1 ! sell+ process %\ld be br\ght to
 a climax by !  salesman's sugge/ion or 
imitation ( "s act design$ to  commit ! 
prospect to acceptance 9 an easy way4   
,sid5ote3 ,unbalanc+ ,! ,process        
,no?+ s unbalances ! process ( secur+ a 
favorable decision &  its pron\ncem5t z 
any indication ( fe>1 d\bt1 or hesitancy
 9 !  attitude ( ! salesman4 ,!re=e1 ev5
 ?\gh y may be unc]ta9 z  to ! outcome (
 y\r sell+ ef=ts1 d n %[ x4 ,long be=e  
y came to ! decision po9t1 y pass$ !    
wor/ dang]s on !  road to ! end ( !     
sale4 ,surely y\r c\rage %\ld be /ronge/
  at ! clos+ /age4    ,sid5ote3 ,light  
,dissipates ,fe> & ,d\bt    ,fe> usually
 arises f some?+ unkn[n2 x is due only  
to  d>kness4 ,s9ce y "k n[ j :at clos+  
involves1 & light  has be5 %$ on !      
problems ( gett+ ! prospect's ,yes1 y\r 

fe>s & d\bts %\ld be dissipat$4 ,y %\ld 
n hesitate to end  ! sale y h controll$ 
successfully ?r\gh\t previ\s /ages4     
,our analysis has reveal$ t clos+ is no 
m difficult ?an w9n+  att5tion to y\r   
proposition 9 ! fir/ place4 ,z a result1
 y\r  pres5t attitude t[>d clos+ is     
positive4 ,y\r c\rage &  self-confid5ce 
h be5 built up4 ,y realize j h[ success 
9  f9i%+ a well-conduct$ sale c be made 
practically sure4    ,sid5ote3          
,negatives ,mu/ be ,avoid$    ,c]ta9    
negative attitudes at ! clos+ /age %\ld 
be avoid$4  ,especially d n ?r[ into !  
scales ( decision any little pleas =    
p]sonal favor1 ) ! hope t 9 s do+ y w   
increase !  weight on ! ,yes side4 ,su* 
tactics almo/ inv>iably t5d to tip !    
balance unfavorably4 ,a plea ( ?is sort 
is equival5t to an admission  t ! ideas 
y h pres5t$ = buy+ d n !mselves         
outweigh ! prospect's images aga9/ buy+4
 ,y sugge/ to him t  y are try+ to pu% !
 balance d[n on y\r side by putt+ y\r   
f+] on x1 by weigh+ 9 y\r h&1 z unfair  

but*]s sometimes  d ) a *ick5 !y hold on
 ! scales by ! legs4    ,sid5ote3 ,z a  
,p]sonal ,favor to ,me    ,! prospect w 
in/antly p]ceive y\r action4 ,8 m9d1    
act+ on  ! pr9ciple ( ! gyroscope1 w    
resi/ by great] opposition any  pu% ( ! 
p]sonal plea4 ,if y ask a decision z a  
p]sonal favor1  y\r prospect w lose     
confid5ce 9 ! true weight ( ! ideas on  
y\r side t y h already regi/]$ 9 8 m9d4 
,y are mu*  m likely to hurt ?an to help
 y\r *ances = success by mak+ a  p]sonal
 plea4 ,ev5 if x %\ld prove effective1  
:at y get t way  w\ld be alms giv5 to a 
begg>1 & n ! e>n$ prize ( good          
salesman%ip4 ,nev] buy success at ! co/ 
( self-respect4 ,to be a  successful    
begg> is no?+ to feel pr\d (4           
,sid5ote3 ,treat+ ,at ,close    ,d n    
attempt to treat y\r prospect by flatt]+
 him at !  clos+ /age4 ,su* treat+ is a 
tacit admission t y\r goods (  sale1 y\r
 be/ qualifications1 h n suffici5t m]it 
to sell at  _! intr9sic value4 ,or y    
practically confess t y are n good      

en\gh salesman to w9 out ) j y\r goods &
 y\r ability to sell  y\rself = :at y   
claim to be wor?4 ,flatt]y is a call =  
help4  ,x is l ! bad salesman%ip ( try+ 
to buy an ord] ) cig>s or  a d9n]4 ,nev]
 treat at ! clos+ /age1 = to d s is to  
admit  weakness :5 y %\ld be y\r        
/ronge/4    ,sid5ote3 ,no ,seldom ,is   
,f9al    ,( c\rse y %\ld n take a fir/  
or second ,no z a f9al  answ]4 ,ev5 if !
 prospect indicates t he is incl9$ to   
decide  aga9/ y1 cont9ue confid5tly to  
heap images 9 favor ( buy+ on  ! ,yes   
side ( ! scale until y h us$ all ! hone/
 weight  y h to put 9 ! balance4 ,he w n
 respect y z a salesman  if y quit at 8 
fir/ ,no4 ,x is up to y to tip ! scales 
(  decision y\r way4 ,rememb] t y %\ld n
 br+ ! o!r man to  ! judgm5t po9t until 
aft] y h ar\s$ & int5sifi$ 8  desire to 
a v great degree4 ,if y h made him want 
y at all1  y w disappo9t him if y !n    
fail to put en\gh weight on !  ,yes side
 ( ! scale to w9 8 decision to employ y4
    ,:5 y receive a ,no1 und]/& x to    

mean1 ,no1 t is n yet  en\gh ideas =    
buy+ y\r s]vices4 ,keep "r on putt+     
weight  into ! ,yes side ( ! balance    
until x tips y\r way4 ,d n  consid] any 
,no f9al until y h run out ( bo?        
contra/+  weight & attractive colors2 s 
t y _c *ange ! scales4    ,sid5ote3     
,/ick x ,out ,"h & ,n[    ,if x is      
possible = y to /ick1 don't be put (f :5
 y come to  ! clos+ /age4 ,all ! weigh+ 
y d at ! pres5t "t w be  valueless lo/  
ef=t unless y complete ! sell+ process  
"h &  n[4 ,:5 y\r prospect tries to put 
y (f1 he tacitly admits y\r  weights are
 "r4 ,o!rwise he w\ld say ,no & be done 
) y4  ,y really h won 8 m5tal decision4 
,a cont9uance ( skillful  salesman%ip w 
enable y to get him to act favorably )\t
 delay  or fur!r evasion4    ,sid5ote3  
,ent]ta9m5t ,9 ,c\rt ,room ,out ( ,place
    ,"s salesm5 make ! mi/ake ( mix+    
ent]ta9m5t ) !  clos+ process4 ,e>li] 9 
! sale y may be able to secure excell5t 
results by ent]ta9+ ! prospect ) clean  
jokes & good /ories4  ,b ! close is !   

/age at :i* he arrives at 8 m5tal       
conclusion  z to ! prepond]ance ( !     
evid5ce4 ,je/s & light conv]sation  are 
out ( place :5 ! judge is p]=m+ 8       
functions 9 !  c\rtroom ( ! m9d4 ,an    
amus+ rem>k or a witty quip at ?is      
juncture w\ld sugge/ t ! scales (       
decision 9 ! salesman's own  m9d 7      
some:at unbalanc$4 ,y\r attitude :5 y   
are weigh+ ,yes  & ,no be=e ! prospect  
%\ld be pleasant1 b quiet &  s]i\s1 z is
 becom+ to a conv9c+ weighman4    ,:5 y 
"w to secure a favorable decision1 y are
 weigh+ evid5ce  ) ! purpose ( impell+ !
 prospect to take y\r judgm5t or to     
weigh ! evid5ce j z y d4 ,x is necess>y 
all ?r\gh !  process t he be made to    
feel y realize y are aid+ 9 !  p]=mance 
( a judicial function4 ,he mu/ h        
complete confid5ce  9 y\r int5tion &    
ability to h&le ! scales hone/ly & )    
s]i\s pa9s to det]m9e :at is ! "r       
judgm5t ab\t y\r  proposition4 ,y\r     
levity at ! clos+ /age w\ld less5 !     
effect (  hone/1 s]i\s1 pa9/ak+ weigh+ (

 ! images = buy+ 9  contra/ ) ! images  
aga9/ buy+4 ,s get ! funny /ories out ( 
y\r sy/em be=e y come to ! decision /ep 
( ! sale1 or else  keep !m bottl$ up    
inside y & don't pull ! cork until y are
  safely at ! celebration /age4         
,sid5ote3 ,tones & ,acts ,:5 ,weigh+    
,d n =get :5 clos+ to add =ce to y\r    
words by tones &  ge/ures t emphasize   
ideas ( ! contra/ 9 weights betwe5 !    
two sides ( ! scale4 ,by y\r light tone 
y c indicate !  triviality ( objections 
to y\r proposition4 ,) ! heavi] tone (  
p[] y c sugge/ ! great weight ( !       
favorable ideas4 ,if y  use broad       
ge/ures ( y\r :ole h& & full arm1 y c   
seem to  pile a l>ge heap ( po9ts on y\r
 side ( ! scale4 ,conv]sely y  c        
indicate ! smallness ( objections by    
mov+ y\r f+]s only1  z if y 7 pick+ up a
 t9y object4 ,demoli% unfavorable po9ts 
) a /rong ge/ure ( negation1 z by sweep+
 y\r arm horizontally4  ,give life to ! 
ideas on ! favorable side ( ! scale by  
accompany+ y\r words ) up & d[n ge/ures 

t signify  vitality4    ,sid5ote3 ,d ,n 
,%[ ,t ,clos+ ,is ,h>d ,"w    ,y\r      
physical condition or outw>d appe>ance w
 help or h>m y\r  *ances = success at ! 
clos+ /age4 ,y %\ld n manife/ !  lea/   
indication t y are "u a /ra9 ( anxiety z
 to !  outcome1 or t y lack ! /r5g? to  
control ! completion ( !  sell+ process4
 ,:y %\ld y n h a feel+ ( ease :5 y     
rea* ! close8 ,if y\r be>+ sugge/s y\r  
self-confid5ce1 x w  give ! o!r man     
confid5ce 9 y\r capabilities4 ,:5 a     
salesman has  to sweat blood to f9i% a  
sale1 he indicates t x is usually       
mighty h>d "w = him to get :at he wants4
 ,?is impression sugge/s  to ! o!r man t
 !re mu/ be some?+ wrong ) ! proposition
  or x w\ldn't take s mu* ef=t ( !      
salesman to put x across4  ,any elem5t (
 d\bt at ! f9al /age w almo/ surely     
delay or  kill ! salesman's *ances to   
close successfully4    ,sid5ote3 ,make  
,sure ( ,a ,good ,batt+ ,av]age         
,recall once m t ! measure ( success 9  
sell+ is n #ajj (  clos$ sales2 e       

possible ord] secur$ & none lo/4        
,success is  made c]ta9 :5 failures are 
r$uc$ to ! m9imum & successes are       
increas$ to ! maximum ( practicability4 
,!re c be no "q  t if y use ! "r        
processes 9 clos+1 y\r *ances =  success
 w be s greatly increas$ t y\r batt+    
av]age ( actual  sales %\ld take y f>   
above ! failure l9e4 ,y\r c>e] z a      
salesman involves cont9ual sell+4 ,y mu/
 make sale aft] sale4  ,h[ev] skillfully
 y employ ! "r process at ! clos+ /age1 
y may n accompli% y\r purpose ! fir/ "t 
y try4 ,b if y  keep on sell+ y\r       
s]vices 9 ! "r way1 y w be z  absolutely
 c]ta9 to succe$ z ! ma/] salesman (    
goods is sure  ( clos+ 8 quota e ye> he 
works4          ,,*apt] ,,xii    ,!     
,celebration ,/age      ,sid5ote3 ,:at  
,are ,y ,go+ to ,d ,) ,success8    ,y "k
 n[ ! c]ta9 way to get y\r *ance to     
succe$ 9 !  vocation ( y\r *oice4 ,y are
 conv9c$ t a good salesman c  create &  
control 8 opportunities 9 any field1 c  
br+ himself to  good luck 9 ! "r m>ket =

 8 s]vices4 ,y are resolv$ to  ma/] !   
art ( sell+1 & s to insure y\r future   
aga9/ any  possibility ( failure4 ,y    
feel confid5t ( success2 because y are  
will+ to e>n x by ! dilig5t /udy &      
practice ( salesman%ip4  ,!re is no d\bt
 9 y\r m9d t :5 y become a skillful     
salesman  ( y\r be/ capabilities1 y c   
get a *ance to succe$4 ,n[ :at  are y   
go+ to d ) success aft] y ga9 x8        
,suppose y _h sold y\rself into ! v     
opportunity y want1  suppose y _h won ! 
covet$ job or promotion1 h[ w\ld y      
celebrate8 ,x has be5 said t a man %[s 8
 real self ei!r 9  ! mom5t ( 8 failure  
or 9 ! mom5t ( 8 success4 ,let u assume 
t y h rea*$ y\r pres5t objective4 ,y /& 
at ! goal1 a  w9n]4 ,does y\r victory   
intoxicate1 or does x sob] y ) !        
realization t y h b op5$ ! way to       
limitless fields (  bigg] s]vice ahead8 
,has success gone to y\r h&s & made !m  
t+le ) eag]ness to grasp m *ances to    
succe$1 or has x gone  to y\r head8     
,sid5ote3 ,! ,/epp+-,/one to ,m ,sales  

,! celebration /age ( ! sell+ process   
%\ld be ! fir/  /epp+-/one lead+ to     
ano!r successful sale4 ,(t5 x proves to 
be a /umbl+ block t m>ks ! beg9n+ ( a   
d[nfall to failure4  ,r>e is ! man :o is
 n spoil$ a little by a*ievem5t4        
,success is  ! sev]e/ te/ ( salesman%ip4
    ,sid5ote3 ,spoil$ by ,success    ,i 
recall a *ief cl]k :o work$ m ?an a ye> 
= promotion to !  position ( assi/ant   
manag]4 ,he e>n$ ! bett] job1 & 0       
assign$ to ! desk t[>d :i* he _h be5    
look+ long+ly =  sixte5 mon?s4 ,!n he   
celebrat$ by />t+ to take life easy4 ,he
  develop$ a mann] ( sup]iority4 ,he    
act$ z if ! little foo?ill he  _h climb$
 0 a big m\nta94 ,he sunn$ himself on ! 
top1 bask+ 9  complac5cy because he _h  
ris5 above 8 =m] cl]k%ip4    ,"o day he 
0 call$ into ! manag]'s (fice4 ,he came 
out *op-fall5  & took 8 p]sonal belong+s
 f ! assi/ant's desk4 ,ano!r man  0     
promot$ to ! place he _h fail$ to fill4 
,he w5t back to 8  cl]k's /ool & is     
roo/+ !re today4    ,sid5ote3 ,egotism's

 ,d[nfall    ,i "k a salesman :o clos$ s
 _m ord]s ! fir/ "t he cov]$  8 t]ritory
 t he came back to headqu>t]s ) an      
inflat$ idea (  8 importance4 ,he /rutt$
 into ! presid5t's room & boa/$ (  :at  
he _h done4 ,! delight$ head ( ! bus9ess
 gave him a cig>  & invit$ him to tell !
 /ory4 ,! salesman betray$ su* egotism  
t 8 employ] 0 disgu/$4 ,! presid5t 0    
pla9-spok54 ,he  w>n$ ! successful      
salesman aga9/ gett+ a swell$ head4     
,! egoti/ felt insult$4 ,he resign$ 8   
position1 arrogantly  decl>+ t he w\ld n
 "w = a h\se :]e results 7 s  little    
appreciat$4 ,he 0 cocksure ( himself4   
,h[ev]1 :5 he (f]$  8 s]vices to a      
compet+ firm1 8 application 0 turn$ d[n4
 ,!  rebuff /unn$ him4 ,he did n realize
 t 8 egotism disgu/$ !  second executive
 z mu* z ! fir/4 ,! salesman's _s 0     
brok54  ,he has nev] s9ce be5 m ?an a   
fair p$dl]4    ,sid5ote3 ,giant & ,pigmy
 ,successes    ,?9k ( successful m5 y   
"k4 ,comp>e !m z !y are n[ )  ! m5 !y   
us$ to be be=e !y succe$$4 ,z !y rose   

did !y  loom bigg] & bigg] 9 y\r        
respect1 or gr[ small] & small] 9       
admirable qualities8 ,!re are s-call$   
successful m5 ^: *>act]s  seem to be    
dw>f$ by ! m\nta9 tops !y atta94 ,o!r m5
 gr[ to  be giants & ov]%ad[ any em95ces
 !y climb4 ,! littl5ess ( !  la/ ,kais] 
& ,cr[n ,pr9ce ( ,g]many 0 only         
emphasiz$ by _!  elevation above !      
common p4 ,on ! o!r h& ! bigness (      
,l9coln & ,roosevelt 0 s trem5d\s t _!  
p]sonalities t[]$  above ev5 ! highe/   
honor 9 ! _w4    ,sid5ote3 ,break+      
,tra9+    ,:5 football play]s are fight+
 = ! *ampion%ip ( ! season1  !y are     
gov]n$ by rigid rules ( liv+4 ,!y keep  
!mselves fit  by /rict diet1 by !       
avoidance ( all dissipations1 by h>d5+  
ex]cise1 & by recup]ative re/4 ,b aft] !
 big game is won1  !y break tra9+4 ,!y  
/uff !mselves ) ri* food until _!       
bodies & m9ds are sluggi%4 ,!n !y       
celebrate _! victory by "s  sort (      
jollification t la/s half ! night4 ,!   
next day a  second-rate team c\ld beat !

 *ampions4    ,a man :o has kept himself
 lean1 h>d-muscl$1 & heal?y all ! way   
to ! a*ievem5t ( 8 ambition is apt to   
take on flabby fle% &  g\t :5 he        
succe$s4 ,! celebration ( ,?anksgiv+ is 
an ordeal f  :i* "o does n recov] =     
weeks4 ,turkey & m9ce pie immod]ately   
eat5 are poisons4 ,our annual ,fea/ ,day
 is m deadly ?an ! ,f\r?  ( ,july4      
,sid5ote3 ,ru/+ 9 ,self-,satisfaction   
,a great _m p break tra9+ m5tally z well
 z physically at  ! celebration /age4   
,_! m9ds & muscles turn flabby aft] !y  
succe$4 ,!y are s pr\d ( _!             
accompli%m5ts t !y ru/ 9                
self-satisfaction4 ,!n1 usually too late
 = rem$y1 !y f9d  !mselves afflict$ by !
 rheumatic tw+es ( deep-seat$ discont5t 
) :at !y h done4    ,we are all famili> 
) ! trag$ies ( ! f>m] :o sells 8 acres  
& moves into t[n s t he c take life     
easy1 & ( ! bus9ess  man :o retires f 8 
daily gr9d to enjoy ! =tune ( success4  
,s long z !y rema9$ at "w !y 7 vigor\s 9
 m9d & body4  ,b ne>ly always m5 :o give

 up _! accu/om$ activities beg9 to      
develop m5tal & physical ailm5ts soon   
aft]w>d4 ,!y age & break  d[n 9 a few   
ye>s4 ,9 ord] to /ay well1 "o mu/ keep  
go+4 ,x is  f> less we>y+ to walk ?an to
 /& /ill4 ,normal fatigue ( m9d  & body 
are n s exhau/ive ( m5tal & physical    
en]gy z torpid  idl5ess4    ,sid5ote3   
,advance or ,y ,w ,slip ,back           
,probably y d n ?9k ( quitt+ "w = a long
 "t4 ,y look at  y\r future retirem5t z 
a remote possibility4 ,v likely y feel x
  is premature to consid] y\r decl9+    
ye>s n[1 :5 y are 9 !  full vigor (     
ambition4 ,b if y /op advanc+1 9 ord] to
  celebrate y\r progress ?us f>1 y h    
quit work+ y\r way ahead4  ,if y /ay    
cont5t$ ) :at y h done1 ev5 = a little  
:ile1  y h tempor>ily retir$ f ! game ( 
success & are 9 dang]  ( ru/+ into a    
p>tial failure4 ,if y d n cont9ue mov+  
ev]  upw>d1 y w slip into a decl9e )\t  
realiz+ t y are  go+ back & d[n4        
,sid5ote3 ,! ,ze/ = ,"w    ,! successful
 salesman ?rives on 8 "w1 & p9es = x :5 

he  lays (f4 ,he welcomes ! end ( 8     
annual vacation ) m ze/  ?an its beg9n+4
 ,he celebrates ea* ord] ga9$ by plann+ 
at once  h[ he w get ano!r4 ,he is l    
,alex&]1 :o sigh$ only :5  !re 7 no m   
worlds to conqu]4 ,he is z p]5nially    
tireless z  ,edison1 ! wiz>d :o is nev] 
we>y4 ,to ! true salesman !re is no     
enjoym5t equal to sell+4 ,he (t5 decl>es
 t he w\ld r  sell ?an eat4    ,sid5ote3
 ,patt]n aft] ,ma/] ,salesm5    ,y "k ! 
importance ( be+ a good salesman4 ,y h  
/udi$ !  me?ods he uses ?r\gh\t ! sell+ 
process4 ,n[ at ! celebration  /age     
patt]n aft] ! ma/]s ( ! pr(ession4 ,d n 
get into !  bad habits ( ! m$iocre      
fell[s :o slack5 _! ef=ts aft] ea*      
success1 & :o ne$ ! spur ( necessity to 
make !m d _!  utmo/4    ,:5 a good      
salesman has book$ an ord]1 & has tak5  
pa9s to make a  f9e la/ impression on 8 
cu/om]1 he does n g to 8 hotel &  play  
,kelly pool1 or o!rwise sp5d ! re/ ( !  
day j loaf+  ar\nd4 ,only ! poor        
salesman celebrates 9 su* a way2 !reby  

%[+ t 8 successes are s r>e he is n us$ 
to !m4    ,sid5ote3 ,/>t+ ,aft] ,! ,next
 ,*ance    ,! good salesman looks at 8  
wat* ! mom5t he is out ( 8  cu/om]'s    
sight4 ,he makes a swift calculation ( !
 "t x w take  him to rea* & sell ! next 
man on 8 li/4 ,if he has no o!r         
prospect ne>by1 he />ts look+ = "o t    
m9ute4 ,8 ke5 eyes  cat* e "n on !      
bus9ess signs he passes4 ,8 imag9ative  
m9d  is plann+ h[ he c use ! ord] he j  
has clos$1 to influ5ce  "s o!r buy] to  
make a contract4 ,if !re are no         
additional  cu/om]s = 8 l9e 9 ! t[n1 he 
spr9ts to ! /ation to cat*  ! fir/ tra9 
up ! road4 ,he does n wa/e a m9ute gett+
 to 8  next sell+ opportunity4          
,sid5ote3 ,pepp] & ,poppies    ,"s      
pretty good salesm5 nev] w9 ! gr& quota 
prize 9 a sales  conte/ because !y take 
s mu* "t out = celebrat+ ! big  ord]s !y
 close4 ,if !y l& a f9e contract 9 !    
morn+1 !y  don't try to d mu* sell+ t   
aft]noon4 ,! prize-w9n+ salesman1  too1 
is delight$ to secure a big ord]4 ,b he 

doesn't say to himself1  ,t w put me    
'way ahead on ! sales record = today4   
,in/ead he  gr9s & ?9ks1 ,?is is my day4
 ,i'm go+ to fatt5 up my batt+  av]age  
:ile ,i'm go+ good4 ,success is pepp] to
 him1 n ! poppy  drug t slack5s en]gy4  
,sid5ote3 ,cont9ual ,accumulation    ,y 
h work$ h>d to get ! *ance y n[ h4 ,y h 
paid =  x ) y\r be/ ef=ts4 ,x repres5ts 
an accumulation ( y\r  salesman%ip4 ,!  
good job or ! promotion y h ga9$ is l a 
sav+s acc\nt4 ,let u comp>e x ) ! fir/  
hundr$ doll>s a  ?rifty man puts into ! 
bank = a ra9y day4 ,w\ld he celebrate ! 
accumulation ( t mod]ate am\nt ( money1 
! fir/ evid5ce ( 8  ability to save1 by 
quitt+ ! practice ( sp5d+ less ?an 8    
e>n+s8 ,w\ld he !n say to himself1 ,i am
 n[ successful z a  sav]8 ,w\ld he /op  
putt+ a few doll>s 9 ! bank e ,saturday1
  j because he already _h a hundr$8     
,sid5ote3 ,! ,build+ ,process is        
,gradual    ,no4 ,he w\ld cont9ue to    
save until he _h en\gh units ( ?rift1   
en\gh hundr$s ( doll>s1 to take a long] 

/ep t[>d success4 ,he  w\ld inve/ 8     
accumulat$ sav+s 9 a lot1 or h\se4      
,p]haps he  w\ld />t a bus9ess ( 8 own4 
,aft] 8 inve/m5t he /ill w\ld  cont9ue  
to save4 ,s he w\ld build 8 success4    
,all build+ is a gradual1 cont9ual      
process4 ,! bricks are laid "o  aft]    
ano!r4 ,x takes _m to complete !        
/ructure4 ,likewise a  s]ies ( m9or     
successes mu/ be built into a major     
accompli%m5t4 ,x  does n rise all at    
once4    ,if y are tempt$ to pause :]e y
 are 9 ord] to celebrate1 ask  y\rself1 
,is ?is really ! celebration /age8      
,probably y w  f9d y h only laid !      
corn]-/one1 or made an excavation = !   
f\ndation ( y\r success4 ,y w\ld n ?9k (
 hav+ a h\sew>m+  because y _h f9i%$ !  
basem5t walls4 ,nor w\ld y consid] x  an
 occasion = especial jollification ! day
 y erect$ !  scantl+s ar\nd ! fir/ floor
 joi/s4 ,n until ! walls are up &  ! ro(
 is on1 n until ! h\se is pla/]$ & pap]$
 &  pa9t$1 n until x is f9i%$ w\ld y ?9k
 ( /&+ on !  sidewalk to look x ov]     

pride fully & exult1 ,i did t4 ,x's a   
good  job4    ,sid5ote3 ,repeat$ ,build+
    ,b if y complete "o h\se1 y w n only
 feel ! satisfaction  ( accompli%m5t1 y 
w also want to build ano!r t w\ld be a  
great improvem5t on ! "o j f9i%$4 ,y w  
be heal?ily  dissatisfi$ ) :at y h      
already done4 ,v likely y w sell  ! fir/
 h\se at a pr(it1 & /raightway />t to   
put up a bett]  build+ on ano!r lot4 ,9 
"t y w sell t1 too4 ,y w  cont9ue !     
proc$ure until y become a ma/] build] ( 
h\ses1 &  cont9ually a*ieve m & m       
success4    ,we h assum$ t y n[ are     
successfully 9 possession ( an          
opportunity4 ,y h sold y\rself into ! v 
job y want1 or into  a bett] position t 
y believe w af=d y f9e *ances to        
advance4 ,d n slump or relax 9          
salesman%ip4 ,d n ?9k back1 or  sp5d mu*
 "t contemplat+ y\r pres5t success4     
,look ahead to y\r  next sale ( true    
ideas ( y\r be/ capabilities4 ,!        
successful  salesman is a quick repeat]4
 ,he c\nts 8 accompli%m5ts 9  totals1 n 

by units4 ,he has successful ye>s1 ea*  
made up (  ab\t ?ree hundr$ successful  
work+ days4 ,he plans 9 campaigns2 s  he
 is n incl9$ to ov]-celebrate ! w9n+ ( a
 battle4    ,sid5ote3 ,make ,ea* ,goal a
 ,new ,/>t+ ,po9t    ,samuel            
,mc,roberts1 vice-presid5t ( ! great    
,national ,city ,bank ( ,new  ,york1    
/>t$ work+ = ,arm\r  ,company at a small
 sal>y 9 !  e>ly n9eties4 ,he 0 a "y man
 :o 0 always heal?ily ambiti\s  to keep 
mov+ ahead4 ,he ate up ! m9or "w assign$
 to him1 &  celebrat$ ! completion ( ea*
 task by ask+ at once1 ,:at next8    ,9 
a few ye>s he _h ris5 by successive     
promotions to ! position (  treasur] (  
,arm\r  ,company4 ,b t wasn't a goal to 
,mc,roberts4 ,x  seem$ to him only a    
good />t+ po9t to bigg] successes 9 !   
f9ancial _w4 ,he became a director (    
sev]al banks1 an (fic] 9  important     
railroad & o!r corporations4 ,he        
cont9ually enl>g$ 8  s]vice value until 
he 0 call$ to ,new ,york's greate/ bank1
 & took  8 place among ! ma/]s (        

,am]ican f9ance4    ,he did n loll back 
9 8 *air !n & />t tak+ x easy4 ,he      
pack$ m & m accompli%m5ts into e day4   
,:5 ! w>  began1 he w5t to ,wa%+ton to  
take executive *>ge ( ! job (  procur+  
ordnance = ! fight]s4 ,he held a po/    
analog\s to t (  ,lloyd-,george :5 he 0 
,m9i/] ( ,munitions = ,great ,brita94   
,mc,roberts made good z a brigadi]      
g5]al1 & aft] ! w> resum$  8 success 9  
bus9ess4 ,:atev] he did1 :]ev] he work$1
 ,samuel  ,mc,roberts smil$ welcomes to 
m opportunities = s]vice1 &  rea*$ out 8
 ready h&s to grasp !m4    ,sid5ote3    
,celebrate by ,tackl+ ! ,job ,ahead     
,t is ! way to celebrate--by tackl+ !   
job ahead4 ,!re is no  end to ! sell+   
process4 ,"o sale %\ld lead directly to 
ano!r4  ,! good salesman celebrates only
 ! opportunity to get ! next ord]  9    
prospect4 ,he may *uckle to himself ov] 
! sale j clos$1 b he  does 8 rejoic+ on 
8 way to a new sell+ *ance4    ,sid5ote3
 ,dynamic ,confid5ce ,/atic ,complac5cy 
,y hav5't arriv$ yet4 ,y are j well     

/>t$4 ,keep mov+1 &  y w nev] see y\r   
f9i%4 ,y\r successes ?us f> %\ld h      
develop$ a consid]able degree (         
self-confid5ce4 ,be c>eful n to  let t  
dynamic quality *ange into ! /atic      
elem5t (  self-complac5cy4 ,nev] be     
satisfi$ ) :at y h done4 ,always  h !   
ze/ ( appetite = m to d4 ,add e day to  
y\r success  *ances4    ,d n lose ei!r  
y\r self-respect1 or ! respect ( ! m5 ) 
:om y are associat$1 by ceas+ to gr[4 ,d
 m ?an y are paid  =1 & pretty soon y\r 
job w be unable to hold all y\r e>n+    
capacity4 ,y w be promot$ to bigg]      
opportunities4 ,if y %r9k  9 ! place y  
occupy n[1 y\r future *ances w %rivel to
 fit  y\r small] size4 ,! way to get a  
bett]-pay+ job1 to w9 a bigg]1  m       
pr(itable field = y\r salesman%ip1 is to
 cr[d y\r pres5t  position ) y\r        
capabilities4 ,bur/ out ( y\r limit$    
t]ritory  & spread ov] m gr\nd4         
,sid5ote3 ,s]v+ ,fri5ds    ,r5d] y\r    
utmo/ possible s]vice to o!r p4         
,celebrate ea*  opportunity to =m a     

fri5d%ip4 ,make "s "o l y = :at y  are  
will+ to d = him4 ,hold y\r fri5ds1 once
 !y are made4 ,z  ,em]son advis$1 ,be   
conc]n$ = o!r p & _! welf>e4 ,put  _!   
int]e/s sometimes ahead ( y\r own4 ,y c 
love y\r fell[  m5 s mu* t y w nev]     
trample on _! rights2 & :ile y  y\rself 
keep climb+1 raise z _m ( !m z y c along
 ) y4  ,t is ! way to make fri5ds4      
,celebrate ! good =tune ( y\r bus9ess   
associates1 r ?an y\r  own4 ,:5 a big   
contract is clos$ by y\r employ]1 be z  
tickl$ ov]  x z he feels4 ,g5u9ely      
rejoice 9 8 success4 ,h no envy ( !  man
 above y1 !n :5 y rise to a high] level 
! m5 bel[ y  w n be likely to feel      
jeal\s4    ,sid5ote3 ,=d & ,s*wab    ,:y
 has ,h5ry ,=d won s unique a place 9 ! 
p]sonal reg>d ( !  ev]yday man8 ,=d is  
"o ( ! ri*e/ m5 9 ! _w2 yet he is n     
hat$4 ,:at is ! reason = 8 g5]al        
popul>ity8 ,he is n an  idl]4 ,he has   
celebrat$ ea* success by tak+ on ano!r  
job4 ,& he  always has giv5 a h&-up to !
 o!r fell[ in/ead ( kick+ him  d[n s t  

he might climb high] because ( 8        
failure4 ,he has  und]/ood & sympa?iz$ )
 ! hopes & viewpo9t ( p :o  "w4 ,z a    
result c\ntless m5 & wom51 mo/ ( :om    
nev] h se5  him1 ?9k ( ,h5ry ,=d z _!   
fri5d4 ,8 f9e/ success is n  signifi$ by
 ! millions ( money he has accumulat$1 b
 by !  millions ( fri5d%ips he enjoys4  
,*>les ,m4 ,s*wab1 too1 is popul>4 ,he  
is a man :om p l4  ,because he 0 s      
successful 9 w9n+ fri5ds1 r ?an = 8     
g5]ally recogniz$ bus9ess ability1 he 0 
made ! head ( !  ,gov]nm5t's %ip-build+ 
program 9 ! w>4 ,o!r m5 7 eag] to  "w ) 
& = ,*>les ,m4 ,s*wab4 ,! co-op]ation ( 
?\s&s (  fri5d%ips1 new & old1 m ?an    
any?+ else enabl$ him to succe$  9 8    
big1 patriotic job4 ,h[ mu* m he has to 
celebrate 9 8  weal? ( good w ?an 9 8   
great =tune ( doll>s6 ,s*wab has  be5   
call$ ! mo/ successful salesman 9 ! _w1 
:i* is ano!r  way ( say+ t he has no    
equal 9 ability to make o!r p bo?  tru/ 
& l him4    ,sid5ote3 ,! ,true/ ,weal?  
,y may nev] accumulate millions (       

doll>s4 ,t 9 itself is n  success4 ,_m  
weal?y m5 are failures 9 life4 ,b ) !   
aid (  ma/]ly salesman%ip y c s enri*   
y\rself ) fri5d%ips &  ! opportunities  
!y br+ t mak+ all ! money y want w be   
m]ely incid5tal to y\r real success4    
,let e accompli%m5t be a  /imulus to    
bett] sell+ ( y\r s]vice4 ,celebrate    
successful sales  ( y\r ideas by        
und]tak+ to sell m true ideas ab\t y\r  
be/  capabilities 9 a l>g] field (      
usefulness4    ,sid5ote3 ,! ,revolv+    
,door    ,! good salesman goes f        
opportunity to opportunity ?r\gh a      
revolv+ door4 ,z x closes on "o sell+   
*ance1 x op5s on ano!r4  ,he /eps       
directly f a f9i%$ sale into ! prospect 
( gett+ an  ord] else:]e4 ,s he nev]    
/ops sell+4    ,y h sold y\rself "s k ( 
salesman%ip4 ,d n re/  cont5t$ ) :at y h
 already le>n$4 ,^! *apt]s %\ld b  :et  
y\r appetite = m opportunities to ma/] !
 pr9ciples &  me?ods ( sell+ true ideas 
( y\r be/ capabilities4 ,s z y close    
?is book1 rea* out y\r h& to op5 ano!r4 

,y _c ov]-/udy  ! subject ( salesman%ip4
 ,nev] be satisfi$ ) :at y "k4  ,cont9ue
 to se>* = m gold5 k1 & make x y\rs by  
practic+ ev]y?+ y le>n4    ,sid5ote3    
,failure ,impossible to ,! ,good        
,salesman    ,x is impossible to fail 9 
life if y become a ma/] salesman ( !    
be/ t is 9 y4 ,y w be sure to succe$4 ,s
 "h is ,good ,luck  to y6 ,keep on mak+ 
x = y\rself1 & y nev] w run out4        
,,c]ta9 ,,success ,,w ,,be ,,y\rs4      
99       99       99       99       99  
,x is y t y (f] = sale1        ,) y\r   
traits rang$ l goods on a %elf1      ,& 
! fir/ ?+ to d1 )\t fail1        ,is to 
make a success ( y\rself4    ,,edg> ,a4 
,,gue/4