TheSellingProcess 10008575

. T h e S el l i n g P ro ce s s .
C erta i n S u ccess
A Han dboo k
O f
S al e s man sh ip P r in ci ple s
S I ! T H E D I T I ON
T H I R T Y FO U R TH T H OU SAN D
C OP YR IG H T 1 920 B Y N OR V A L A H A W K IN S
.
MAJ E S T IC B U IL D IN G
D E T R OIT
P R E F AC E
t o th e S ix th E dit i on
N 1 904 I s old my se rvi ces as a C ertified P ubl i c

Accoun tan t to H enry Ford and b ecame Auditor
o f th e Ford Motor C o mp an y . Three years l at er I
s ol d mysel f i n to th e bi g job o f C o mmerci al an d
Gen eral S al es M an ager . Th en for twel ve years I

direc ted th e marketi n g of Ford prod uc ts al l o ver
t h e wo rl d . Our s al es were mul ti pl i ed 1 3 2 ti mes
fro m to cars a year .
In s el l in g my p ers o n al s ervi c es an d i d eas an d

,
i n sell in g goo ds I h ave us e d a p articu l ar s el l in g

,
pro c ess . I h ave l earn ed wh at sal es prin cipl es

an d metho ds are mos t effec tive Th at t h e .
p rac tice of th ese p ri n c ipl es an d me tho ds ass ur es

s u cc ess i n sel l in g h as been proved n o t on l y i n my
,
o wn wi de exp e ri en c e bu t al s o by te s ts I h ave ma de
,
with th e thousan ds of sal es men it h as b een my

p r i vi l ege to d irec t as a n e x ec u ti ve M
. a n y of t h e
bes t sal es men w e h ad i n th e Fo rd Moto r C ompan y

were devel oped from flat fail ures in to certa in
s u cc es ses by trai n in g i n th e s ell i n g pro cess w e
worked o u t .
More th an fif ty th o usan d s al es men an d sal es

man agers are us in g thi s s ell in g p rocess i n th eir
dai ly work . T h e p rese n t bo o k desc ribi n g an d
expl ai n i n g it i s n o w i n th e s ixth editio n ; thou gh
it w as firs t pu bl is hed o nl y two years ago C ou n t .
l e ss numb ers o i readers have written to me th at

by s tu dying T H E SE LL I N G P R OCESS th ey
have i ncreased th eir sal es p ower from ten p er
cen t to se ver al hun dred p er cen t . A gr ea t many
4367i8
succ e f
s s ul b i
us n e
s se s h a v e d is trib u t e dA th e b o o k
thro ughou t the ir s al es organ izations .
Wh e ther or no t o ne is a sal es man by profess ion ,
he needs to use g oo d sa l es m a n s hi p c o n ti n u a ll y i n
order to make a s uc cess of l ife From th e co m .
mo n l a bor e r to t h e e xec u ti v e a l l of u s h a v e to se l l
o ur s er v i c es a n d ca p abi l iti e s . No o n e ca n s e ll
any thi n g e ffec ti v e l y u n l es s h e kn ow s h o w T h e
.
fail ure of th e man who real l y deserves to su ccee d

is us uall y due to h i s i n abil ity to s ell to oth ers th e
true i dea of h is worth .
Readers of T H E SE LL I N G P R OCESS h ave

urged me to write mo re ex ten s i vel y o n th e s u bj ec t .
Accordingl y I have publ is h ed a c o mpan ion bo ok ,
e n titl ed CE R T A I N S U CCESS In this l ate r

.
work th e sel l ing pro cess i s ampl ified an d i s ,
appl i ed to th e sa l e of o n e s se rvi ces an d cap abil iti es

’
as wel l as to t h e sal e of goo ds . I hope that th e

tw o boo ks c o mbi n ed wi ll ai d i n s ol vi n g no t o nl y ,
all puz z l e s of sal es man s hip bu t als o t h e prob l em

,
of fi ndin g an d maki ng th e b es t u se of opport un iti es

to suc ceed i n l ife .
So many commendations of CE RTAI N S UC

CESS and T H E SE LL I N G P R OCESS have come
to me fro m all o ver th e worl d th at it h as b een
impo ss ibl e to expres s s uitab ly my deep appreci
atio n of eac h ki ndl y message . I am very gl ad
my boo ks are maki ng go od o n th e job
“ ”
They
.
were writte n to hel p my fell ow sal es men hel p

themsel ves CE RTA I N S UCC ESS and T H E
.
SE LL IN G P ROC ESS are doi ng j us t that .
M aj es tic B u ilding ,
NORVAL A HAWKIN S . .
De tro it Michigan
, .
Co nte nt s
C H A PT E R PAG E
I . T H E S A LE S : Fi rs t F ac t o r of th e S e ll i n g P ro ce ss
II . T HE M AN : S e co nd F a ct o r o f t h e S e ll in g P ro ces s
III . T HE S HIP ( OR ART ) : T hi d F acto r o f th e S ell ing P ro ces s
r 64
IV . P REP ARA T I ON : F i s t o f th e P re p arat o ry S te ps o f t h e

r
S al e
S
P R O P E CT I NG S e c o nd o f th e P re p arat o ry S te ps o f th e
:
S al e
VI . AP P R OA CH AND A UDI E NCE : T hi rd of th e Pre p aratory
S t e p s o f th e S al e
VI I . S I ZI NG U P T H E B UYER : F i rs t o f t h e P re e n t ati o n S te ps
s
of th e S al e
V III . GA I NI NG ATT E NTIo N AND AW AK E N I NG I NT ERE ST
S e c o nd o f t h e Pres e n t at i o n S te p s o f t h e S al e
I! . P ER S UADI N G AN D C REA T I N G D E SI RE F irs t o f t h e :
C o nv i n c i n g S t e p s o f t h e S al e
H A NDLI N G OB J E CT I ON S : S e c o n d o f th e C o nvin c in g
S te ps of th e S ale
! I . S EC UR I NG D ECISI ON AND OBTAI NI NG S I G NAT URE : Fi rs t
o f t h e C l o s i n g S te p s o f t h e S al e
! II . T H E GE T AW AY A ND LEAD T o F UT URE ORDER S

-
S e c o nd o f th e C l o s ing S te ps o f th e S ale
)
.
T h e Se l li ng P r o ce s s
C H APT E R I
“
T HE S A LE S
F i rs t F a c t o r o f t h e S e l l i n g P r o c es s
HE firs t fac tor

of S al es mans hip i s th e
”
S al es el e men t whi ch c o ns titu tes th e s u bj ec t
“
,
of this ch ap ter We are n o t c o n cern ed j us t n o w

.
with th e M an qual ities essen ti al i n s u ccess ful

“
S al es man s hip Nor sh al l w e co ns i der at pres en t

.
”
th e S hip ( or Art ) of sell ing These el emen ts of
“
.
S al es mans hi p form th e s u bj ec ts of fo l l o w i n g
c h ap ters We w i ll s tu dy no w o nl y th e S al es
.
” “
fac to r .
Yo u h ave h ear d th e express io n I do n t kn ow ’

,
”
where I m going bu t I m o n my w ay
’
,
’
Th at i s .
how th e average man en ters th e pro fess io n of

s el l i ng H e do es n t kn ow at th e s tart wh ere h e
’
.
i s goin g .Often yo u mee t a sal es man who h as

”
j u s t b een o n h i s way al l h i s li fe with o nl y a vagu e
“
n otio n a bo u t hi s des tinatio n We do n t wan t to .

’
blun der i n to sal es mans hip and to s tu mbl e al o n g i n

th e dark We will op en o ur eyes at th e b egin n ing
.
an d pro c ee d i n tel l i gentl y 5

We Shoul d firs t be s old
.
”
o n th e p rop o s itio n th at th e S al es fiel d offers us
“
th e be s t op p ortun ities b e fo re w e s tart s el l i n g

,
11
The S llin geProc es s
abyi hi ng
"
r
If yo u i t h rof
are al eadyio
’
n e p ess n
u b g g
i it b l i d
”
to d
'
“
b h e
‘
fi
‘ '
t a v ee o n n s p a n ,
aro und to ge t yo ur b ea rin gs i n s tea d of s t umb l ing
al o ng any farth er .
Be S o l d on
A yo ung man was ambitio u s to b ec o me a l awy er
o r V o ati
.
Y u c o n
But h e w as s hort of mo ney an d h ad to e arn en ough
to pay his w ay thro u gh c o ll ege S o h e s tarted .
o u t as a boo k age n t t h e s ummer after h e fin is h ed
High S chool T h e vol ume h e w as given to sel l

.
was o n e of thos e C o mp en diu ms of All Use ful

“
Kn owl edge al l eged to c o n t ai n i n formatio n o n

,
al mos t every s u bj ec t imagi n ab l e fro m a cur e for ,
warts to how a fel l ow i n l ove s houl d prop o s e Thi s .
yo un g man w as ass ign ed to a territory i n Iowa s

’
ri ch es t farm s ec tio n h an de d a rec e ip t for th e fi ve

,
do ll ars h e w as re qu ired to dep o s it for h i s sampl e

book and s hoo ed o u t to his cho sen fiel d with se v
,
eral l ungful s of hot air fro m th e man ager of can
vas sers .
He h ad bee n tol d th at b es t w ay to s el l th e th e
C ompe ndium w as to get pro spec ts to as k qu es tio n s
regarding s ubj ec ts abo u t which th ey wan te d kn owl
edge . T h e yo ung man tri ed faithfu ll y to foll ow
i ns tructions But he foun d th at n obo dy w as in ter
.
es te d i n t he p o pu l atio n of Urugua or t h m of
y e n a e ,
the s h ah of P ers i a or th e numb er of e yes a fl

, y
”
has or i n any of th e Usefu l Kn owl ed ge t h e C o m
,
“
pendi um c on ta i ned T h e farmers wan ted to kn ow

.
ho w to ki l l p ota to b u gs wh at t h e pri ce of c orn w as ,
l ikel y to be th at fal l an d wh e th er o r n o t the o un

, y g
T he Selling Pro c ess
man wo ul d co n s i der twen ty dol l ars a mo n th and

bo ard to work o n th e farm u n til after h arves t
,
.
T h e farmers wi ves w ere c u rio u s abo u t th e ru mor

’
th at hoop skirts were c omin g b ack i n to s tyl e

-
,
an d wo n dere d if th ey d h ave to w ear b u s tl es agai n

’
to be fas hionab l e Not o n e of th em as ke d for th e

.
E s ki mo rec i p e f o r maki ng bu tt ersc otch fro m

wh al e s mil k whi ch was o n p age 984 of th e C o m
’
,
p e n di u m .
A s th e yo un g sal es man did no t h ave to s p en d
hi s even ni gs writi n g up o rders h e h ad pl en ty o f ,
ti me to thi n k H e kn ew th ere was a wan t fo r

.
kn owl edge i n thi s te rrito ry T h e tro ub l e with h i s

.
s ell i n g camp ai gn w as th at h i s goo ds di d no t fi l l
t h e n eed for kn owl ed ge i n th at S al es fi eld At th e .
en d of t h e firs t w eek h e d ec i d e d to t ake t h e twen ty
dol l ars a mo n th an d bo ard an d s en d b ack hi s

sampl e boo ks Al l th at su mmer h e wo rked i n th e
.
fi elds an d mi l ked c ows Al s o eve ry day h e worked

.
o n a bi g i dea th at h ad c o me to h i m an d mi lked ,
from h i s job kn owl edge of ac tu al c on ditio n s o n a

farm .
H e b ecame s o i n teres ted i n n ew pl an s th at h e

p o s tp o n ed s tu dyi n g l aw In th e fal l h e re turn ed
.
to hi s ho me an d s ol d th e big i dea to a b anker who ,
l en t h i m a tho u s an d do ll ars to t es t it o u t M ean .
whi l e th e yo un g man h ad s en t to th e United S tates

D epartmen t of Agr icul ture at Was hi n gton fo r
every pamp hl et pu b l i sh e d by th e Go vern men t th at
w as l i kel y to c o n tai n i nf ormation u s eful to a farmer
13
T he Sell in g Proc es s
or to t h e fami l y of a farmer Fro m thi s pri n ted .
matte r th e y o un g man prepared arti cl es i n p opul ar

form a n d made u p a l ittl e book ful l of reall y us eful
,
kn owl edge .
That wi n ter h e s ol d o ver fou r tho usan d c o pi es

f o r a d oll ar ap i ec e It w as co mparati vel y easy
.
,
b ecau se h e kn e w j us t wh at farmers wan te d to

”
kn ow abou t an d h e h ad th e goo ds H e kep t o n
“
.
devel o pi n g hi s bi g i dea u n til h e w as pu b l i shi ng

s e veral agri cu l tur al p ap ers Very s oon h e came
.
t o th e c o n cl us io n th at h e preferred hiri n g a l awy er

to b ei n g o n e H e h as b een s el li n g h i s big i dea fo r
.
t wen ty years E y th e meres t ch an c e yo u s ee h e

!
.
, ,
s o ld it to hi ms el f i n th e firs t pl ace H e i s a man of.
who m it i s often said th at h e owes h i s s tart to ward

”
a great s u c c es s to r l k
“
pu e u c .
D Yo r
o u
T h e i l l us tratio n S ho uld n o t s u gges t to u s th at
Ow Ch oos in g
n
it i s wi s e to tru s t o ur choi ce of l if e careers to

ch an ce . I t wi l l be mu ch b etter to do o ur o wn
c hoo s i n g th an to depe n d o n l u ck to s tart u s right
o r to o p e n a d ifferen t d oo r of o p p o rt un ity to u s if
w e al rea d y h ave made a wro n g be gi n n i n g We .
”
wan t to kn ow wh ere we re goi n g bef ore w e are
“ ’
“ ”
o n o ur w ay .
E very ho ul d h ave a p retty defin ite purpo se

o ne s
wh en h e c hooses h i s l ife call ing Bu t th ere are .
more peo pl e who s tart rath er ai mlessl y th an th ere

are men who kn ow j u s t w h y th ey h ave dec i d ed o n
th eir cho s en v ocatio ns i n prefere nce to other ki n ds

of work Th ere i s a tremen dous amoun t of ti me
.
14
T he Sellin g Proc es s
p r a c ti c al l y w a s t ed by f el l ow s w h o m a k e f al s e s t ar t s
an d h ave to b egi n o ver agai n .
Thi n k of th e mi ddl e aged men yo u know How R ound P eg s

-
.
I n Sq ua re
man y of th em are en gaged i n th e s ame o ccu p atio n s H ol e s
to day as th ey were wh en th ey were twen ty fi ve ? -
Of th e three h un dred an d for ty o n e gradu ates of a -
c ert ai n cl ass i n t h e Law D ep art men t of a great
u n i vers ity , o nl y n i n ety si x l ess th an a third of

-
,
th e s urvi vi n g memb ers were p racti ci n g th ei r p ro

,
fess i o n twen ty fi ve ye ars l at er

-
.
S i mi l ar s tati s ti cs c oul d be qu ote d abo u t oth er

p rof e ss io n s . E v en d o c tor s a n d m i n i s t e rs a b an d o n
th e call i n gs for whi c h th ey h ave s tu di ed man y

years . Of thos e who co n ti n u e i n th eir vo catio ns
man y p erh aps mo s t are di ssati s fied with th e
, ,
re s ul ts of th ei r l ife wo rk For o n e reaso n o r

.
an othe r th ey do n o t l i ke th eir job s T h e trou bl e.
with th es e men i s th at th ey did n o t take th e p ai n s

to s ell thems el ves o n th ei r profess ions wh en th ey
c ho s e th em . They bl un de re d i n to call i ngs the y
do n o t fit . Th ey are th e fami li ar s qu are pegs
i n ro un d ho l es .
Lawyers doctors mi ni s ters teac h ers are per

, , ,
h aps as i mp ortan t to th e world as sal esmen S o .
are mec h an i cs ,en gi n ee rs farmers s tore keepers

, ,
-
,
an y o f th e men who do work th at i s of val u e to
s o ci e ty . Bu t to n on e of th em are s u c h ri ch o pp o r
tu ni ti e s offere d as are to be fou n d i n th e worl d
fiel d of S ales ; o pp ortuniti es for fame fort u ne an d , ,
th e hi gh es t S ervi c e to man ki n d Yet th ere are

.
15
T he Sellin g Proc ess
al so ve teran sal es men who are di ssati s fied with

th eir work who do n o t l i ke their job s Th ey too
, .
, ,
are mi s fits i n th eir cal l i n gs T h e reas o n i s th e .
same as i n t h e cas es of oth er s qu are pegs i n ro u n d
hol es Thos e s ales men did n ot take the p ai ns

.
to s el l thems el ves know ledge f

o where th ey w ere
goi n g bef or e th ey s tarted on thei r way .
Le t us ass u me th at each of u s i s ac tu ated now by

a pu rp o se i n l ife bu t th at it i s th e i ndefini te purpo s e
,
”
to attai n wh at w e cal l S u ccess E ach o n e o f u s
“
.
wan ts t o make a n ame for hi msel f to earn mon ey ,
e n o u gh to sa ti s fy h i m an d with al to b e o f as mu ch
,
b en efit to s o ci ety as h e i s cap abl e of b ec o mi n g .
T h e c o mbi n ati o n of th es e thr ee obj ec ts i n abo u t

e qu al p ro p o rtio n s c o n s titu t es th e ambitio n of t h e
average man wh en h e s tarts pu rp os ef u l l y i n an y
car ee r h e c hoo ses S o me ti mes a man n egl ec ts hi s

.
ori gi n al purp o se to be of as much servi ce to man

ki n d as p o ssibl e bu t h e seldo m forge ts hi s des i re
,
for fame an d fortu n e We are ass umi n g however

.
, ,
that o ur ambition s are all p rop ortio n atel y bal an c

ed — th at w e wan t to be famo us an d ri ch bu t to ,
g i ve o ur s h a re o f s e rv i c e t o o T h e q u es tio n e ach
, .
of us asks i s In wh at fiel d can I bes t attai n my

, ,
“
”
tri un e purp o se to ach i eve S ucc ess ? E ver y man
n eeds to ans w er th at qu es tio n to hi msel f con vi nc
i ngl y wh eth er h e i s j us t be gi nn i n g hi s career o r

,
i s al ready en gaged i n h i s l ife v ocatio n If a man .
i s u n ce rtai n abo u t th e wi s d o m of hi s choi c e of a

calli n g h e c an t h el p st u tte ri n g a goo d d ea l o n t h e
’
,
job .
16
The Sellin g Proc es s
Mo s t o f th e readers of thi s boo k pres u mab l y

h ave cho s en th e fiel d of S al es man shi p S o me o f .
yo u are o n l y s tu d yi n g to fit yo u rs el ve s f o r e n try
i n to thi s great professio n Oth ers h ave recen tl y
.
s tart e d to practi c e t h e art o f s el l i n g .M an y of yo u

h ave b een sal es men fo r ye ars Bu t al l al i ke yo u
.
n e ed to be con vi nced th at yo u h ave made t h e wi s es t
choi ce to fee l c ertai n th at yo u made n o mi s t ake

, ,
if your l ife work i s to be hi ghl y effici en t Other .
wi s e yo u may be res tl es s an d was te ti me an d

,
en ergy c o n j ec turi n g wh e th er o r n o t th e fi el d o f
S al es man s hi p affords yo u th e b es t o pp ortu n iti es to

s uc ceed . Let us make s ure th at w e are more l i kel y
to acco mpl i s h o ur tri u n e purp o s e as sal es men th an
w e s ho ul d be if w e en gaged i n s o me oth er vo ca tio n .
Fi rs t w e rec ogn iz e th at th ere are three p arts i n S al e s Fi el d

,
W e wan t to attai n S uccess by 5 ”

231255
6
o u r ambitio n 13
“
.
1
achi evi n g f ame by maki n g mo n e y an d by d oi n g

, ,
S ucc ee d
o ur fell ows as mu ch s ervi ce as w e s everal l y can .
A man who s e ambitio n i s to gai n on l y fame may ,
acc o mpl i s h h i s pu rp o s e whi l e i mp o veri s hi n g h i m
s el f an d i n j u ri n g oth ers
. T h e K ai s er w as famo u s ,
fo r i n s tan ce
. An oth er man may ho ard m on ey i n
secre t an d b ec o me a ri ch mi s er who wi ll do n obo d y
a goo d tu rn . H e b ec o mes weal th y bu t i s n o t

,
famou s n o r of s ervi ce to man ki n d A thi rd man

.
c o n secra tes h i s l if e to s er i c e as a mi ss io n ary i n a

v
remot e or ob sc u re fi el d bu t att ai ns n e ith er fame
,
n o r a c o mp e ten ce . We res pec t h i m al mo s t rever

en tl y ; p erh ap s th e mo re b e c au s e w e kn ow w e o u r
17
s e l ves a e n r
t b ui l t th at w ay
’ “
Bu t n o n e of th ese .
three cl asses of p eo pl e are n ormal i n th eir ambi

tio ns Nor are men n ormal who co mbi n e i n th em
.
sel ves an y t w o o f t h e el emen ts of t h e tr i u n e
p u r p o s e th at ac tu a t es t h e av era ge h u m a n b e i n g
at t h e o u tse t of h i s caree r bu t who l ack t h e thi rd ,
i n gredi en t Fame an d fortun e do n o t c o ns titu te

.
th e S u cc ess it i s o ur ambitio n to achi eve

“
We .
s h al l n o t be Sa ti s fi ed if o ur l i ves are of n o s ervi ce
to th e world We s houl d n o t be c o n ten te d eith er

.
,
if o ur se rvi ce bro u ght u s fame bu t kep t us p oor .
N o r woul d th e fee l i n g th at w e h ad served wel l ,
an d kn owl ed g e th at w e h ad ro wn ri c h c o mpe n
g ,
sa te f o r t h e l ack of f ame We wan t to make .
names f o r o ur sel ves to earn pl en ty of mon ey fo r ”
o ur n eeds an d to h ave th e grati fi catio n of c o n

,
s c i o u s n ess th at o ur l ife wo rk i s of real ben efit to
Wh at d o es fi el d of
S al es affo rd u s i n Opp o r
th e
”
tu ni ti es to achi eve a normall y bal anced S u cc es s
“
,
as c o mp ared with oth er v oc a tio n al fi el ds ?
F ame Firs t l et u s See if sa ti s fac to ry f ame i s to be

,
gai n ed by th e sal es man Thi n k of th e fame of .
M ars h all Fi eld th e bes t kn own o f retai l an d whol e

,
sal e sal es men An d cal l to mi n d C h arl es M

. .
S c hwab famo us for th e sal e of hi s sp eci al ty s tee l

, ,
p rod u c ts Th e n re.me mb er J P i e rp o n t Mo rg a n .
,
S r an d hi s fame as th e grea tes t p ro mote r sal es man

.
,
i n t h e hi s to ry of th e wo rld D o o ur ambitio n s .
reach abo ve th e h ei ghts they attai ned ? Lea vin g

18
The Sellin g Proc ess
o ut of o i deration p erh aps th e Pres i dency of

c ns ,
th e Un ite d S tates b eca u s e th at grea t offi ce i s no t

,
c o mp arab l e i n fame with an y l e ss ex al te d p os itio n

—
i n t h e wo rld h ave th ere b een i n thi s g en eratio n
three men mo re famo u s th an M ars h all Fi eld ,
C h arl es M S c hwab an d J P i erp o n t Morgan S r

. .
, .
,
th e three gre ate s t s al e s men of th eir ti mes i n th ei r

re s p ec ti ve b ran c h es of sal es man s hi p ? An d h ave
th ere b een an y oth er men W h o b ette r earn ed al l o f
th eir fame ?
N o w c o n s i der th e el emen t o f w eal th w ithi n t h e We alth
reach of th e s al es man s a mbitio n
’
W o u l d yo u no t
.
be sati s fi e d t o be as ri c h as M ars h al l Fi el d an d J .
P i erp o n t Mo rgan ? Wo u l d you be di sc o nte n te d

w ith t h e b an k acco u n t an d oth er fin an ci al re
s o ur ces of C h arl es M S c hwab .
? C an yo u thi n k
of an ybo dy who h as made hi ms el f greater ri ch es ,
u n ai ded by s ales mans hi p th an h ave b een earned

,
by Fi el d Morgan o r S chwab ?
, ,
F i n all y how d o es th e s ervi ce of tho se three grea t S er v i c e

,
sal es men to t h e world c o mpar e with th e S ervi ce
oth er men of th eir ti me h ave don e fo r th eir fel

l ows ? M ars h all Fi el d s et a s tan dar d of merch an
di s i n g fo r every s tore o n earth grea t o r s mal l th e
,
—
”
s t an dar d of T h e B es t S e rvi c e to t h e C us to mer
“
,
whi ch i s th e i deal o f whol esal e an d retai l sel li n g .
J P i erp on t Morgan enl arg d th e fin an ci al vi sion o f

.
Ameri can b an kers who efo re hi s day sel do m

,
c o u l d s ee b eyo n d t h e en ds of th ei r o wn n o s es an d ,
reveal ed to th ei r si ght wo rl d wi de p o s s ibi l iti es f o r

-
19
th e p o wer of th e do l l ar H e firs t taught u s to .
thi nk i n bil lion s as we h ave n eeded to thi nk ever

,
s i n ce th e world w ar b egan An d C harl es M . .
S chwab with h i s s tee l fabri cati n g organ iz ation s

,
-
added to hi s p ers o nal it y c ons titu ted o ur grea tes t

, “ ! ” a h
P
of o ffen se a n d defens e In th e w ar
to make th e whol e worl d safe for demo cracy
“
I nci den tall y by h i s ri s e to a tremen dous s ucc ess

,
after a s l u mp In f ame an d fort un e h e di d u s al l ,
th e gl orio u s s ervi ce of pro vi n g how s tro n gl y a bi g

man can c o me b ac k H i s vi c tory every bit of
“
.
,
it earned i s an i n spiratio n to every Am eri can

, .
C an yo u thi n k of three men who i n di vi du al l y

h ave ex ert ed a greater cons tructi ve i n flu en ce i n th e
presen t gen eratio n th an M ars h al l Fi eld J P i er , .
p o n t Mo rg a n an d C h a rl es M S c hw ab t h e mas .
,
t er whol es al e an d re tai l sal es man t h e mas ter pro

- -
,
moter sal es man an d th e mas ter s al esman of spe

,
ci al ti es ?
Am b itions I t mus t be pl ai n to every reader of thi s book th at

Our R e ach th e fi eld of S al es offers Opp ortuni ti es for t h e hi gh
es t ambitio n o f a man Yo u do n o t do ubt eith er
.
, ,
th at ambition s les s than the very hi ghes t ambitio n s ,
w e s everal l y s ho u l d be sati s fi ed to achi eve may be ,
g ra tifi ed i n o ur o w n c as es i n t h e fi eld of S al es .
Nearl y every Ameri can b us i n ess man who h as be

c o me famo us an d ri c h and who h as b een of se rvi c e
to s o ci ety owes more to sal es man s hi p th an to an y

oth er fac tor o f hi s su ccess Mo s t s ucc ess ful .
b us in ess men h ave b een acti ve sal es men i n th eir

20
rai s es hi s ow n p ay i n pro p orti on as h e i n creases h i s
val u e to h i s e mpl o yer Wh en an effici en cy man i n
.
a fac to ry works o u t a pl an th at wi ll s ave th e co m
p an y t e n tho u s an d do ll ars a year , it i s ado p ted

with mix ed feel i ngs of del i ght an d ch agrin T h e .
bo ss i s gl ad to b egi n savi ng th e t en thousand

d oll ars , but it makes h i m s ore to thi n k how man y
years h e h as b ee n l o si n g th at mu c h S o , very .
li kel y th e reward of th e e ffi ci en cy man i s a bo n us

i n cas h or an i n creas e of abo u t twen ty fi ve d oll ars -
a mo n th i n sal ary It i s n o t i n prop ortio n to th e

.
val u e of th e s ervi c e gi ven .
Bu t wh en a s al es man turns i n a l arger vol u me

o f o rders th e additio n al profi t o n whi c h i s t en
,
thousan d d oll ars h e au to maticall y gets hi s pro

,
p ortio n of th e in crease if h e i s w orki n g o n a co m

mi ss i o n . I f h e i s b ei n g p ai d a sal ary th e boss ,
d o es n o t h aggl e o ver th e rai s e th e sal es man i s

gi ven If h e were to offer su ch a p ro du cer o f
.
p r ofit s tw e n ty fi-
v e d o l l ar s m or e a m o n th h e
, d l o’
s e
a crackerj ack sal es man to s o me c o mp e titor So .
”
h e c o mes through with a h u n dred do ll ars an y
“
,
w ay an d very l i kel y mo re
,
.
M ayb e it i s n o t fair to th e effi ci ency man but ,
th at i s th e fac t A man who s aves hi s empl o yer

.
mo n ey i n th e o ffi c e o r th e factory i s n o t so wel l

p a i d f o r h i s s e rv i c e s as t h e s al es m an who i nc reas es
h i s empl o yer s vol u me of b us i n ess w ith a c orres

’
p o n d i n g i ncre as e i n p r o fi ts A. m an l o ses h i s p u rse
an d y o u fi n d it H e th an ks yo u s i n cerel y an d
.
,
22
ra th er gru dgingl y gives yo u as mall reward . Yo u

Show th at man h o w to make exactl y th e
, s ame
amo un t of mo n e y th at w as i n h i s p u rs e an d he l l
!
’
,
hun t yo u u p to p ay yo u a qu art er or a third or h al f

of hi s pro fits H uman na ture d oes n t beli eve a
.
’
p en ny s aved i s the same as a p en n y earned Th at i s .
o n e o f th e r eas o ns wh y t h e fi eld of S al es i s prefer
ab l e to oth er vo ca tio n al fi el ds i n b u s i n ess T he .
real worth of th e sal es man i s s ure to be appreci ated

an d adeq u atel y r ewar ded N o oth er empl o ye can
.
rai se hi s o wn pay N o oth er empl o ye can mee t h i s

.
empl o yer o n t h e pl an e of e q u al ity at t h e b e gi nn i n g

of a n ew year .
Ch o i c e
S urel y w e who are engaged i n ac tu al s ell i n g an d S al e s F i e l d
f o
tho se oth ers of us who are o n l y s tu dyi n g T h e I s W i

‘
se
”
S ell i n g P roc ess are al l co n vi nced th at th e fi eld
o f S al es affords us t h e b es t Opp ort u n iti es to at
”
tai n th e tri un e S uc ces s whi ch i s o ur ambition
“
.
We s houl d n o t was te eith er ti me o r en ergy co n

j ec turi n g wh e th er o r n o t w e h ave made th e wi ses t
c hoi c e of a cal l i n g If w e are n o t s uccee di n g th e
.
,
faul t i s n o t with th e fiel d of S al es bu t with u s as,
s al es men .
P resu mab l y yo u are n o w s o ld o n t h e general

p p
r o o s itio n th at t h e v o ca tio n of s el l i n i v
g g es a
man th e b es t p oss ib l e c h an c e to wi n fame , to make
mon ey an d to be of s ervi ce t o s oci ety Next yo u .
n eed to be s o l d, to fee l c o n vi n c ed , o n a s p eci fi c
p ro p o s itio n .It ta k es m o re th an a d es i re to ge t
ri ch and famous an d to be of s o me b en efit i n t h e
23
T he Sell in g Proc ess
worl d to make a s uccess ful sal es man E ven hard

, .
work c o u pl ed u p with p ersi s tence and great natu ral

a bi l i ty wo ul d be i ns u ffi ci en t . A c ert ai n amoun t of
s defi ifia a d ge i s ab s ol u tel y n ec es s ary knowl ,
edge o f t h e pri nci p les of th e s el li n g pro ces s .
S al es mans hi p i s th e art of s elli n g It i

Basi s f
o
. s gen er
S al e smanship al l y rec o gniz ed n o w th at S al es man shi p i s an art

.
Bu t a c o mmon mi s c o n c ep tio n h as fo ll owed th e

gen eral acceptan ce o f thi s tru th A goo d man y .
p p
e o l e b el i eve t h e s u c c ess f ul s al es ma i
n s bor n n o t
—
,
made th at h e s u cc eed s b ecaus e of a great n atural

ap titu de . No oth er mi s taken i dea h as s o retarde d
t h e devel o p men t of th e art o f s el l in g . We are on l y
b egi n ni ng to realiz e n owadays th at th e foun dati o n
of s u ccess ful sal es man s hi p i s n o t n atural tal ent ,
bu t kn owl edge of the p ri nci p les of s elli ng T he .
rec en t d evel o p men t o f S al es man s hi p i s du e to
rec ognitio n of th e bas i c i mp ortan ce of kn owledge

regar di n g th e f ac to rs and p ro c ess es of se ll i n g .
S al es man s hip i s th e art of th e sal es man bu t i n ,
o rder to prac ti ce it s u ccessf ull y h e n eeds more

,
than th e arti s ti c abi lity with whi ch h e w as born .
H e mu s t mas ter th e s ci en ti fic pri nci p les k nowl ed ge ,
o f whi c h i s f ar more i mp ortan t th an cru de n at ural
ta l en t .
I t i s tru e of cours e th at men differ i n ap titude

, ,
fo r se l l i n g as th ey differ i n th eir s uitabi l ity to

oth er ki n ds o f work S o me s tart with great ad
.
van tages whi ch are e n d owmen ts of n ature S o me .
are as greatl y h an di cap ped Life its el f see ms to

.
24
o t
c n rad c i t th e s ta temen t of human e qu al ity In th e
D ecl ar atio n of I n dep end en ce Bu t Li n co l n pro ved
.
th at th e h eavi es t o dds agai n s t a man c an be o ver

c o me . H i s pre emi n en t fitn es s fo r th e pl ac e h e
-
fill ed i s rec o gn iz ed n o w ; yet wh en h e s tart ed o n

hi s career h e w as wei ghted d own by su ch h an di
c aps th at h e s ee med to h ave f ar l ess ch an c e o f
b eco mi n g th e P r esiden t of th e United S tates th an

an y o f th e men who l ater sat i n h i s C abi n e ts a n d
i n C o n gr ess as h i s offi ci al c o n te mp orari es .
Yo u may no t be th e qu al of an oth er man wh en

e
y o u s ta rt y o u r c ar ee r as a sa l es m an P e rh.ap s h e
h as advan tages an d yo u are h an di capp ed Bu t .
th e i ne qu al ity at th e b egi nn i n g s i gn ifi es l ittl e .
Yo u can mak e yours el f as good a sal es man as h e .
Very l i kel y h i s n atur al tal en ts will be a di s advan

tage to hi m an d your h an di c aps will be of advan
,
tage to yo u R ememb er th e s tory of D emo s then es

.
,
th e grea t Ath eni an orator In hi s yo u th h e h ad

.
an i mp edi men t i n h i s s p eech prob ab l y a l i s p

, .
But when trai ni n g hi ms el f f o r p u bl i c s peaki n g h e

u
p p r o s el y a d d e d to h i s n atu r a l h an di cap H e.
p u t
pebb l es i n hi s mo u th to make cl ear en u n ci ation
even more di ffi cu l t . Not sati s fied with thi s h e ,
wen t down to th e s ea s hore to practi ce Speaki n g

s o th at h e wo uld h ave to make h i s voi ce o verco me
th e noi se of th e waves . H e made hi ms elf do the

hardes t ki nd of work i n hi s p reli mi nary trai ni n g ,
becaus e he was determi n ed to be su re of hi ms elf

b efore hi s futur e au di en ces H e c o mpl etel y o ver
.
25
came hi s t r h an di cap An d wh en h e s p oke
na u al .
with n o pe bbl es i n hi s mo u th to si l en t l i steners

, ,
di s tin c t en un ci atio n was acc o mpli s h ed with ease .
The G eni us T h e sal es man who i s en dowed by n atur e with

A v er ag e M
an
ex ceptio nal tal en t i s apt to be l i ke t h e f ell ow
who se fath er wi l l s hi m a mi llion d oll ars H e won t .

’
work h ard An d th e firs t thi n g h e kn ows s o me

.
,
sal es man h e h as l oo ked d own u p o n t 0 ps hi m P er .
h aps it Is Nature s l aw of co mpen satio n th at a man

’
en dowed with exc ep ti o n al tal en t l acks t h e urge
to use al l of it whi l e th e man who h as j us t ave rage

,
abil ity i s c o mpe ll ed to u ti l iz e h i s who l e 1 00 p er
c en t
. Our quali fications l i ke o ur muscl es are
, ,
s tr en gth en ed b y exerci se S o pre tty so on th e

.
, ,
man who pu ts al l h i s p ower i n to h i s wo rk fin ds hi s

abi lity h as gro w n T h e sal es man who s tarted
.
with o nl y average aptitude devel o ps such e ffici ency

i n us i n g e very bit h e h as th at h e sel l s more good s
th an th e geni us .
One of th e greates t priz e fighters La nky Bob ,
Fitzsi mmons wo n t h e heavywei ght ch ampions hi p

,
of th e world tho ugh h e n ever w as a h eavywei ght

, .
H e l acked th e po u n ds bu t h ad th e p un ch .
It i sn t safe to rel y o n n atural abil ity to sell

’
.
Yo u wi l l ru n acro ss too man y pro spec ts who have

a n atural ability to get aw ay fro m th at ki n d of
sal es mans hi p T h e o n l y s ure w ay to s uccess i s by

.
foll owi n g D emo s th en es trai ni n g method Learn

’
.
how to ma ke the difficul t S al es th en th e c on di ,
tio ns yo u mee t i n ac tual prac ti ce of yo ur art wi ll

26
no t s trai n your abi lity ; yo u wi l l make yo ur average

sal es with th e eas e o f ab s o l ut e c o n fi den c e th at yo u
are more th an e qu al to yo ur j o b Work h ard learn

.
i ng t h e pri n ci pl es of S al es man s hip s o th at yo u wi l l

no t make s el l i n g i ts elf h ar d work .
Wh at woul d yo u thi nk o f th e i n tel li gen ce of a Study and

s i n ger With a goo d natur al voi ce who wo u l d at ,
temp t to take grand opera p arts withou t thorou gh

trai ning? And how wo ul d yo u regard a man with
crude tal en t i n mus i c if h e were to try to exe
cu te o u t h e p i an o t h e mas t erp i ec es th at s ee m s o
eas y to Gabri l owits ch ? Yo u wo u ld di agn o s e s u c h
cases as S well h ead or bo n e h ead

- -
Yo u kn ow th at
.
t h e greate s t arti s ti c tal en t wi l l no t make a man

an arti s t who d o es n o t s tudy to acqu i re knowl edge
o f h i s art an d who d o es n o t p racti ce wh at h e l earn s ,
i n order to p erf ect hi ms el f i n th e expressi on of h i s

art .
Yet , as a sal es man ar ti s t h ave yo u s tu di e d are

, ,
yo u c o n s tan tl y prac ti ci n g th e pri n ci pl es th e se i en

,
ti fi c kn owl ed ge th at ,
m u s t u nd erl i e wh a t ever
tal en t yo u manifes t i n s el li n g ?
It i s rath er u nfair to bl ame t h e sal es man who
s tarted to s el l b e fo re h e b egan t o l earn h o w If .
c o urses i n sal esman s hi p h ad b ee n o p e n to u s i n th e
pu bl i c s choo l s an d i n c o ll ege mo s t o f u s woul d

,
h ave taken th em eagerl y There s eemed to be no

.
pl ace to s tudy S al es excep t i n th e field Th at .
de fec t i n o ur ed uc atio n al s ys tem wi ll be remedi e d

b efore l o ng T h e n ex t generation wil l be tau ght
.
27
S al es mans hi p by c omp et en t i n s truc tors fro m

s tan d ar d tex t boo ks an d p rac ti c e ex erc i ses , j us t
as w e w ere tau ght grammar an d rel at ed arts Bu t .
th at wo n t h el p u s We h ave to go to l ec tures , to
’
.
s tu dy qu es tio n n ai res an d books i n order to l earn
S al es man shi p fro m o n e an oth er Yo u mu s t s tudy

.
n ights at ho me , wh en ever yo u h ave a c h an c e, i n
th e dayti me, at every o pp ortu n ity, to get for

yo urs el f by h ard wo rk th e n ec ess ary kn owl e dge
whi ch wi ll make your actu al s ell i n g easi er to d o .
Th at i s t he purp o se of th e kn owl ed ge yo u are

—
to get to make your work of s el li ng easy But .
un d e rs tan d wh at i s mean t by eas y Do n o t s tart .
s tu dyi n g with th e i dea th at af ter yo u ac quire
kn owl edge yo u wi ll n o t n ee d to work at al l .
Thi nk of a s to n e b o at i n c o mpari s on with a

mo to r tru ck Lo ad a to n wei ght o n each
. T he .
p ow e r n e ed ed to p ul l t h e h ea vy s l ed g e o v e r t h e
gro u n d i s m o s tl y e xp e n d ed i n o verc o m i n g f ri c tio n .
It i s j us t was ted p ower T h e wh eel s of th e motor

.
tru ck revol ve o n b eari n gs th at red uce th e fri ctio n

to th e mi ni mum . Nearl y al l th e p ower exerted i s
effec ti ve i n mo vi n g th e l o ad T h e motor truck
.
d o es th e work with eas e ; th at i s with th e mi n i mum

,
efi ort n eces sary . T h e s to n e bo at represen ts th e

cr ude metho ds i n whi c h o nl y a l i mited amo un t of
kn owl edge i s u til iz ed .T h e moto r tr uck s i gn ifi es

th e app li catio n to th e work to be d o n e of a hi gh
d egree of kn owl ed ge . T he l oad mo ved i s exactly
28
T he Sell in g Proces s
t
s u dy of T h e S ell i n g P ro cess yo u al so wi ll pl ay
,
N ed wi th your ch an ces to s u cceed i n S al es man s hi p .
S c i en c e yo u wi l l rec al l fro m yo ur sc hoo l d ays

, ,
”
is s ys t ematiz ed kn owl ed ge . T h e kn owl edge
th at rel ates to sal es man ship however h as no t yet
, ,
b ee n s ys tematiz ed th o rou ghl y N o au thorita ti ve

.
text books o n S al es mans hi p h ave b een publ i sh ed

whi ch are gen eral l y accepted as th e s tan dar d l i ke ,
th e o ld O l n ey s arith meti c an d Mc Guffey s r eader

’ ’
s o me of u s s tu di ed We h ave to get o ur kn owl

.
ed ge fro m s u ch s o urc es as w e c an ; fro m p s ycho l o gy ,
fro m ec on o mi cs from thi s pl ace an d fro m th at

, .
Th en w e mu s t redu ce it to s ci en tific form o ursel ves .
We were born ten or fiftee n years too s oo n to h ave

thi s s ys tematizi ng d on e for us bu t s urel y w e do n t
,
’
i n ten d to s i t down an d wait fo r th e p ro cession of

s ci en tifi cal l y trai n ed sal es men to p ass us We .
s ho ul d l e ad it d es pit e o ur h an d i c aps
, .
C ertainl y yo u mu s t no w be co n vi n c ed th at
H el p s More
kn owledge of th e pri n ci pl es o f se ll i n g i s ab s o l u tel y
n ec es sary t o th e attai n me n t o f p e rmanen t s u cc es s
i n yo ur vo ca tio n Yo u S ho u l d real iz e to o th at
.
, ,
know ledge wi ll carr y yo u fart h er to war d th e go al

of your ambitio n th an wi l l an y amo un t of natural
gen i u s u n trai n e d o r u ns ci en ti fi call y trai n ed Th en
,
.
s i n c e th ere i s n o b e tt e r fi eld th an th at of S al es yo u ,
s ho ul d f eel s ur e a t t h e o u ts e t th at yo u r s tu dy n o w ,
h ard tho ugh it mu s t be wi ll i n sure to yo u be

, ,
yo n d a ny qu es tion s ucc ess i n t h e b es t field of

,
human en deavor .
30
Yo u mus t sell yo urse l f o n th at p ro po s iti o n firs t T h e F i r s t
I de a to Se ll
of all An d yo u mus t Stay s old o n it T h e man Y w “
. .
a
who i s u n certai n wh eth er h e h as cho s en hi s fiel d

wi sel y will be res tl ess T he man who do es n o t be
.
l i eve ab s ol u tel y th at it wil l p ay h i m to wo rk hard

no w prel i mi n ary to maki n g h i s fu ture wo rk easy ,
who do es n o t s ti ck to h i s presen t tas k of e qui ppin g

hi ms el f with kn owl edge i n full assuran ce th at it i s
t h e wi sest thi ng h e can do fo r h i s o w n b ettermen t ,
wi ll be h aul i n g a s to n e bo at al l h i s l ife whil e th e

res t of u s are ri di n g eas y o n o ur moto r tru cks We .
mus t n o t forget however th at a moto r tru ck i s

, ,
made u p of a great man y more el emen ts th an are

n eeded to c o n s tru c t a s to n e bo at An d th e y all
.
ar e i mp ortan t to i ts e fii ci e n t o p eratio n It i s
.
n o t sa fe to l eave an y o f th e m o ut .
S o a s matteri ng o f kn owl ed ge abou t s ell in g i s S matteri n g

Of K n ow l ed g e
n o t e n o u gh . W e sal esme n mu s t h ave thorough N E nou gh , ot
co mpreh ens i ve kn owl edge of man y de tai l s b e fo re
w e can s ys te matiz e wh at w e kn ow i n to a c o mpl ete

prac ti c al sci en ce l ike an assemb l ed motor tru ck
, .
We n eed to kn ow th e partS of th e tru ck ; al s o to

kn ow it as a c o mpl eted u n it .An d w e s ho ul d be
determi n ed to rel y h ereaf ter o n kn owledge of s ell
i ng p ri nci p les i ns tead o f o n o ur wi nn i n g p ers o n
al i ti es wh en w e tackl e pro s p ec ts .
It i s si mpl y i mp o ss ibl e to make a goo d b atti n g

ave rag e at S ecuri n g Atten tio n fo r i n s tan ce if
, ,
yo u d o n t kn ow th e right w ay to make a pro s p ect

’
atten ti ve . I n teres t i s very differen t from Atten

31
tio n . of I n teres t i nvol ves awaken i ng

T h e p roc ess
th e p ros p ec t to ac tio n wi thi n hi mse l f T h e pro cess
.
o f Atten tio n takes p l ace ou ts i de th e pro spec t T he .
s ales man go es i n to t h e pro s p ec t s c o ns ci o usn ess an d

’
comp els Atten tio n to c o me o u t But th e pro s pect

.
do es n o t h ave to bri n g I n teres t o u t with hi s Atten

tio n unl ess h e i s w il li ng i nsi de hi ms elf to do so
, , .
W e are sell in g o urs el ves j us t n o w th e gen eral

r
p p o o s itio n th at kn owledge n o t gu ess es mus t be
, ,
reli ed o n if th e fiel d o f S al es i s to be c o vered effec

ti vel y . W e s h al l pro ve to o ursel ves th at th ere i s
a tremen d o us l o ss o f e fii ci en cy i n S al es mans hi p ,
du e to un c ertai n ty as t o wh at t h e b asi c pri n ci pl es

are . We s h all percei ve th at w e are al l apt to trea t
s ymp to ms at ti mes witho u t di agn o s i n g th e m f o r
th e u nderl yi n g di s ease .
Our pres en t s tu dy Should s tart each reader o n

a c o ur se o f s el f an al ysi s
-
Yo u s houl d empl o y your
.
n ew kn owl edge t o c orrec t yo ur mi s takes to c o n ,
fi rm yo ur co n vi c tion s o r to s tart yo u thi n ki n g for

,
th e p urpo s e of se ttl i n g qu es tio ns to your o wn sat is

fac tio n .
Four Cl a sses E arl i er i n thi s ch ap ter re feren c e w as mad e t o

Of S al esm en
th e fo ur gen eral cl asses of sal es men : th e re tai l ,
t h e who l esal e th e pro moter an d th e s peci al ty sal es

, ,
men . It i s evi den t th at al l sal es men d o n o t h ave

th e same ki n d of work to do an d th at th e Oppo r ,
tun i ti es i n t h e four cl ass es are differen t S o it i s.
n o t s uffi ci en t th at w e c hoo se t h e S al es fi el d i n
g ene ra l E. ac h m u s t se l ec t whi ch s or t of s e l l i n g i s
32
b es t for him . We t
n eed t h e ad
to u n d ers an d
va n t a g e s an d di s ad van t age s o f t h e v ario u s cl ass es .
T h e exampl es f M a h a
o r s ll Fi e l d J P i erp o n t Mo un t a i ns
And Hill s
.
,
Morgan S r an d C h arl es M S chwab c o nvi n c e

, .
,
.
,
u s th at t h e s u pre me h eight s o f s u ccess o n e may
att ai n as a ret ai l s al es man a who l e s al e s al es ,
man a pro moter sa l es man an d a s p eci al ty

, ,
sal es man are e qu al Bu t th ere are l ess er p eaks

.
th an Mou n t E veres t whi c h are en titl ed to be

cal l ed grea t mo u n tai n s an d c o u n tl e ss bi g hi l l s ri s e
,
abo ve th eir s urro u n di n g s S o th ere are differen t

.
”
h eights of success each o f whi ch i s a to p
, Not “
.
al l of u s c an be t h e great es t of sal es men i n an y
o f t h e fo ur cl ass e s We are i n teres ted i n di vi du all y

.
i n t h e l ess er p eaks o f s u cc ess We wan t to kn ow .
i n wh at fi el d o f S al es th e mo s t bi g o pp ortu n iti es
are to be fo u n d .
A ft er s tu dyi n g th e s itu atio n s carefull y w e p er D iff eren t

c e i ve th at t h e w ay to t h e t o p fro m a s tart as a
S a l e s R o ads
T o th e T op
retai l s a l es man or as a who les al e s a l esman i s al o n g
a p ath th at s oo n takes th e ambitio u s cl i mb er ou t of
the fi eld of acti ve p ers onal s ell i n g

, T h e sal es man .
i s pro moted to managemen t th en to p arti al or c o m ,
pl ete ownershi p of th e b us i n ess S al es man s hip .
gives h i m h i s s tart bu t wh en h e attai ns th e to p h e

,
n o l o n ger i s a s ales man i n t h e s en s e w e me an

,
c o mmo n l y wh en w e u s e t h e wo rd F o r i n s tan c e .
,
w e di d n o t thi n k of M ars h al l Fi el d as a sal es man .
T h e promoter sal es man an d th e s p eci a lty sal es
man , however , c n o ti nu e ac ti vel y as s al es men all
33
thro ugh th ei r progress to th e very to p A pro .
moter sal es man may be cal l ed a b an ker as J Pi er , .
p o n t Mo rgan S r w as t erm ed
,
.
,
Bu t w e kn ow th at.
h e p ers on al l y w as a grea t sal es man of i n ves tmen t

, ,
s ec ur iti es all h i s l ife T h e s p eci al ty sal es man may

.
be kn own as t h e h ead of a great c o rp o ratio n l i ke ,
C h arl es M S chwab . Yet w e thi nk of h i m as th e

.
s u p er sa l es m an who hi m s el f c l o s es o rders for fl ee ts

-
of s hi ps amo u n ti n g to h u n dreds of mi l l io n s of
,
d oll ars .
I t i s i mp o rtan t th at w e differen ti ate b etwee n

th e p ro ces s of a ttai n i n g s u cc ess as a retai l or
whol esal e s al es man o n th e o n e h an d ; an d th e pro
,
c ess b y whi ch o ur ambitio n s may be achi eved i n
t h e fi el ds o f p ro motio n an d Sp eci al ty s al es man

s hi p o u t h e oth er h an d
, I f w e b egi n as retail o r
.
as who l esal e s al es me n w e mu s t r ec o gn iz e th at th ere
i s a p re tty d efin ite an d rath er l o w li mit to th e

s u c cess w e can re ac h as s a les men B eyon d th at .
l i mit w e cann ot ri s e o n t h e s al es mans hi p ro ad .
T h e re ta il s al es man w h o i s p ai d two tho usan d

d oll arsa year i s very cl o s e to t h e t o p T h e whol e .
sal e sal es man i n an y o rdi n ary l i n e s el d o m recei ves
more th an fi ve thou san d doll ars fo r twel ve mon th s

’
wo rk When ei ther of thes e s al es men i s p romo ted

.
beyond a certai n l i mi t h e i s t aken out of the field of

,
acti ve, p ers on al s el li n g .
Bu t th ere are n o s uch l i mitations res tri cti n g th e

Opp o rt un iti es of th e pro mot e r sal es man an d th e
s peci al ty sal es man T h e l i mit of th eir earni n gs
.
34
as s ales men i s th e r h eard of a

s ky . Yo u n eve
c l erk i n a s tore o r the tr ave l i n g rep r es en t ati ve of
a who l esal e gro c ery ho u s e who wo ul d refuse p ro
motion to a l arger fix ed sal ary for a j ob i n th e

,
office Bu t wh en a city i s boo mi ng no exp ert

.
,
real es ta te sal es man wo u l d c o ns i d er f o r a mi n u te
an y res tri c tio n of h i s earn i n g p ower withi n sal ary
l i mits H e deman d s a ch an c e to se ll o n a c o mmi s

.
s io n an d kn ow s h e c an earn th at w ay fi ve ti mes
,
as mu ch mo n ey as an y empl o yer wi l l gu aran t ee
h i m i n advan c e A certai n real es tate sal es man of

.
D etroit averaged a tho usan d dol l ars a week i n

1 91 6 .
C l earl y a man s c hoi ce of t h e p arti cul ar cl ass

’
of sel l in g h e wi l l do s houl d depen d o n hi s fitness

f or one clas s more th an fo r an oth er an d upo n wh at
i s h i s u lti mate ambi ti on If you r go al i s th e own er
.
s hi p of a s to re o r of a j obbi n g b u s i n ess c hoo s e t h e

'
fiel d o f retai l S al es or of whol esal e S al es to s tart

wi th S el ect th e s pec i al l i n e for whi c h yo u feel
.
b es t adap ted ; b egi n at th e botto m an d us e S al es

mans hi p as a l adder to h el p yo u t o t h e h eights
abo ve th e o pp ortu n iti es i n t h e S al es fi el d Th ere .
i s n o s urer w ay u p .
I f yo u wan t to be a sal es man all your l ife ;

to widen your field no t to l eave it wh en yo u feel
, ,
e qu al to greate r O p p o rt u n iti e s c hoo s e th e fi el d o f

,
t h e pro moter s al es man or of th e s p ec i al ty s al es
man . R ealiz e however th at a s the S al es Oppo r
, ,
t un i ti es o f p romoter an d s p ec i al ty sal es man s hi p
35
are i n finitel y grea r t

th an th e c h an ces for fame
e ,
fortun e an d servi ce as a re tai l or as a whol esal e

sal es man ; s o i s gr ea ter abi l ity more k nowl ed ge , ,
su pe rior trai ni n g n ec ess ary to th e ac hi e vi n g of
s u p reme s u cc ess as a pro m ote r or s p eci al ty s al es man
T h e l aw of c o mpen sa tio n takes as wel l as gi ves .
If you wan t S al es mans hi p to p ay you more, you

mu s t p ay you r S ales mans hi p mo re of you r ti me and
energy an d devo ti on Th ere i s n o s h o rt cu t to
.
”
S u ccess i n th e S al es fi el d It i s a job of cl i mb
“
.
i n g, an d cl i mbi n g al ways h as b een h ard wo rk .
T he high er th e cl i mb th e more th e work th at wil l

,
be re qu ired .
Yet who of us who h ave c ho s en to l ive amon g

th e mo un tai n s of S al es mans hi p wou l d be con ten t
to dwell o n th e dead l evel of men i n oth er vo ca
tions ? It i s h arder to s ell goods th an to keep books ,
to si t at a d es k to t eac h to preach to prac ti ce

, , ,
medi ci n e o r l aw Bu t w e gl ory i n th e diffi cul ti es

.
w e mee t . T hey are opp ortu n i ti es f or vi ctori es c o m ,
i ng to u s c o ns t an tl y bu t rarel y to men i n h um
,
d ru m c al l i n gs More th an an y o f o ur fell ows w e

.
h ave zes t i n o ur work .
We kn ow th at w e h ave cho sen wi sel y th e b es t

fiel d i n whi ch to wi n real l y bi g well b al an ced su c ,
-
c es s . We real iz e th e n ec ess ity fo r kn owl ed ge of

S al es We are goi n g to get th at kn owl edge And
. .
wh en w e h ave it each of us wi l l feel c ertai n of

,
hi s p ower to reach t h e t o p Nothi n g can s top th e

.
Man who tho rou ghl y un ders tands S al es an d th e

Art of S elli n g .
36
in h abitan ts of B u ff al o h ave n ever vi ewed th e

grea t ca tarac t .
T h e raw ma teri al s fro m whi c h sal es M en are -
m ade w e l e arn wh en w e i n ves tiga te t h e M an

,
u f ac t uri n g pro ces s fro m t h e b e gi nn i n g are n o t ,
wh at w e h ad thou ght T h e raw ma teri al of a.
sa l es M an i s j u s t a b ab y !
-
In th e raw s ta te abo u t
al l th ere i s to i n d i c at e th at a sa l es man can b e made
”
fro m th e materi al i s th e ki ck an d th e ho ll er !
,
“
T h e oth er ch arac teri s ti c s c o me i n to evi den c e l a ter

as res u l ts o f t h e M an u f ac t uri n g pro c ess
-
.
P rob ab l y y o u h ave h ear d it s ai d th at A sal es

man is born Thi s i s qu ite tru e Bu t h e is born
. .
raw t h e raw es t k in d o f raw ma te ri al

,
H i s birth .
i s impo rt an t o f c ou r s e ; ye t n o t i n t h e w ay s o me
,
p eo pl e thi n k I t i s ess en tial th at th e b aby be a

.
hu man b ab y w ith a verage ph y s i c al qu al iti es bu t

,
-
th at s al l N atur al l y a b aby giraffe o r a b aby l ion

’
.
, ,
o r a b ab y hipp o p otamus c o u l d n o t be made in to
a sal es man Bu t an y n ormal h u man b ab y i s go o d

.
raw m at eri al f o r s al es m an s hip .
Th ere are great diff eren c e s yo u may say i n thi s , ,
raw ma t eri al Th at i s a mis take c o mmo nl y made

. .
Th ere i s very li tt le difi erence b e twee n o n e l o t an d

an oth er Abou t as goo d a sal es man can be made
.
fro m this b ab y as from th at T ake a c o mp aris o n .
fro m th e mi n eral k in gdom to il l u s trate th e mean

i n g of this s ta te men t .
Go l d i s fo un d i n qu artz i n s an d o r mu d i n, ,
as so c i atio n s o m e ti me s with oth er me t al s whic h
38
h ave no res embl an ce to gol d There are variou s .
p r o c e sse s of e x tra c t in g g o l d P l a c e r m in ers

. w as h
o u t th e go l den grain s an d n u gg e ts fro m th e s an d o r
mu d with whic h th ey are mix ed Au rifero u s ro cks .
c o n ta in in g go ld qu artz mu s t be cru s h e d ; th e n t h e
p rec iou s metal may be se p ara te d by o n e o r an

oth er o i s everal c h emical me tho ds T h e pyii tes .
,
which do n o t l ook at al l valu abl e are b roken u p ; ,
an d amal gamatio n o r t h e cy an i de p ro c es s
, ex ,
tracts th e go l d .
T h e i mp ortan t thin g fo r u s to u n ders ta n d i s th at

t h e ra w materi al o f t h e big go l d eagl e i s i den ti cal
i n al l th e fo rms ori gi n a l ly I t makes n o differen c e
.
wh eth er th e raw mate ri al o f th e twen ty dol l ar gol d -
p i ece Was fo u n d i n mu d i n cl ean san d i n qu artz

, ,
ve in s i n c o n gl o me rates o r pyrite s
, When ex tracted .
i t i s equ ally pu re go ld T h e gol d th at w as mu ddy

.
i n th e firs t p l ac e cann ot be tol d ap art from th e gol d

that w as a pur e yell ow n gge t wh en dis c overe d
u
.
An d th e g o l d p i ec e made from t h e raw materi al

"
-
th at h ad to be s ep arated from qu artz i s prec is el y

as goo d an eagl e as t h e twen ty do ll ar ca rtwh ee l -
min te d from th e raw materi al obtai n e d from c o n

gl omerates or pyrites ; n o t a bit b etter .
P u re go ld i s no t s p oi l ed by i ts as soci ates It .
can be refi ned to th e s ame 2 4 cara ts of p erf ecti on
wha tever i ts ori gi n A ll tha t i s n ecess ary i s to ri d

.
the gold f i ts
o as s o ci a es t tha t are n o t gol d .
So as goo d a sal es man can be made fro m o n e

b ab y as fro m an other I t i s es s en ti al on ly that the
.
39
raw materi al con tai n the nor ma l man su bs tance .
Th at is,th ere mu s t be th e maki n gs of

a n ormal
man to b egi n with I t woul d n o t be p oss ibl e to

.
make a p erfect M an if p art o f th e b rai n were

mi ss i n g o r if th e b rai n were n o t n orm al f o r i n
, ,
s tan c e . Bu t i n t h e average case c ertai nl y i n th e ,
cas e of every read er of thi s boo k th ere i s n o l ack ,
o f t h e raw mat e ri al of sal es man s hi p .
Ou r c o mpari s o n thi s raw materi al with go ld

of
i s exp l an atory to a furth er d egree Not all gol d

.
i s mad e i n to c oi ns I t serves highl y u seful pur

.
p o s es i n m an y w a ys th a t ar e f am i l i ar to u s I t i s .
s h aped i n to orn amen ts On e o f i ts mo s t val u ab l e

‘
fea ture s i s i ts adap tabil ity Go l d i s th e mo s t mal

.
l eabl e an d du c ti l e o f al l t h e me tal s An i n fin it e .
vari e ty of go ld arti cl es c an b e mad e fro m th e same

raw mat eri al .
T he raw materi al of th e sal es - M an i s s i mi l arl y

t bl e
ad ap a . T h e cl erk i n o
tore may grade
a c un t ry s
u p t o 24 car ats fi n en ess i n s a les ma ns hi p j u s t as
w ell as th e p ro moter who s ec ur es orders f o r mi l

l io ns o f d o l l ars worth of gi l t ed g e bo n ds T h e s iz e
’
-
.
of th e sal e made do es n o t determi n e th e excel l en ce

of th e sal es man an y more th an th e s ize of an
,
arti cl e c o n tai n i n g s o me go ld de te rmi n es t h e val u e
of that arti cl e T h e qu al ity an d th e quan tity of

.
t h e gold are th e d e termi n an ts of b as i c val u e So .
th e qu ality an d th e qu an tity o f sal e s man s hi p are

t h e s tan dard s w e measur e wh en j ud gi n g an y sal e ,
n o t th e amo u n t o f t h e o rd er s ecu red I t ma y take .
40
T h e Sellin g Proc es s
more pu re s ales ma ns hi p f armer s

’
to s ell a wi f e ca li co
f or an apr on than to s el l a mu lti mi l l i on ai re

-
a
rai lro ad .
Now l et s get b ack to th at b ab y of o urs t h e raw Be g i n in g s

’
,
n
Of a s l m
materi al from whi ch yo u an d I an d t h e oth er fel l ow a es an
are made We l eft h i m yo u rememb er i n t h e

u , ,
rec ei vi n g d ep art men t of t h e M an u f ac t o ry j ust -

,
born . H e i s a n ormal b ab y ; h e i s an y o n e of u s
b efore w e h ad an y tri mmi n gs S u pp o s e w e take .
a l oo k at hi m i n re tro s p e c t Le t u s gl an c e o ver a
.
bit of o ur res p ec ti ve p as ts I f I make an y mi s .
s tatemen t o f y o u r earl y c ar eer yo u wi l l be ab l e to ,
c orr ec t me fo r yo u w ere th ere at th e ti me th e

,
thi ngs h app en ed whi ch I am abo u t to s tate .
On e of t h e firs t i n depen den t p erform an c es of

y o u r y o u n g l ife w as t h e ho ll er yo u pu t u p at
“
b ei ng s en t i n to thi s terri tory wh ere we al l are .
An d you ki c ked vigoro u s l y as h as b ee n men tio ned

,
b efore But wh en yo ur p rotes ts agai n s t your n ew

.
field were u n avai l i n g yo u b egan to l ook it o ver .
I deas s tarted to form i n yo ur brai n Yo u recei ved .
i mpress io n after i mp ress io n Yo u b egan to h ave .
i n tel l i gen ce Yo u were hun gry yo u were u n co m

.
,
f o rtabl e y o u b ec ame s en s ibl e of p ro ces s es o f l ife

,
with whi ch yo u h ad b ee n en tirel y u nf amil i ar Yo u .
were fed an d cl oth ed an d s ooth ed T h e origi n al .
r aw materi al of t h e M an uf act o ry w as b ei n g -
formed i n to th e cru de Sh ap e of a s ens ate hu man

b ei ng from whi ch th e more fin i s h ed pro du c t of
,
M an hood w as to be evol ved i n du e ti me

-
.
41
materi al however was no t i ts elf

, ,
chan ged . Its f o rm o n l y w as al tered diff eren tl y i n

yo ur c as e th an i n mi n e Nothi ng w as taken fro m
.
th e raw mate ri al each of us s tart ed with eith er i n ,
qu an tity o r i n qu al ity Yo u h ave as muc h M an

.
materi al i n yo u n o w as yo u ever h ad S o h ave I . .
Bu t n o t al l of u s h ave add ed th e same thi n gs t o

th i s origi n al b as i s n o r l i ke qu an titi es of wh at h as
,
b een added On e man takes th e b es t of care of

.
h i s h eal th f o r exampl e ; an oth er l o ads down h i s

,
c o ns titu ti o n with b ad h abits u n til it b re aks Yet .
th e two men p rob ab l y h ad e qu al l y h eal th y p aren ts

an d s tart ed e ve n i n h eal th as b abi es .
S o it i s with wh at w e cal l c h arac ter A baby .
has no character . T hat i s wh o lly acqu i red . T he

M an ufacturi n g
-
p ro c es s es add th e el e men ts of
c h aracter gradu all y D ifferen t i n fluen ces affec t

.
t h e n atur e of t h e c h arac ter formed C h arac ter .
may be s tran gel y di s to rted fro m n ormality y et ,
s ee m e n tir el y n ormal t o t h e i n di vi du al who i s so
defo rmed i n c h aracter W e h ear it sai d th at th e

.
”
German j u n ker w as diffe ren t i n natu re fro m th e
“
men of th e demo crati c c ou n tr i es H e w as no t at .
al l di fferen t by na tu re But hi s raw mate ri al s of

.
character h ad b ee n m al fo rm ed by th e p roc ess es of
h i s devel opmen t After h i s life c ou rse i s ch an ged

.
,
as it wi ll be by t h e c o mpl us i o n of c o n q u e ri n g
D emo c racy th e German wi ll be n o more H un th an

,
y o u o r I .A G erm a n b aby ne v er w as a b i t di fferen t
f r om a n A m eri ca n ba by If both h ad . b ee n bo rn
42
T he Sellin g Proces s
In th e hospital and acciden tal l y mi xed by a

same
n urs e ; th e n if th e Ameri c an b ab y h ad b ee n b ro u ght
u p i n a t yp i c al Ge rman fami l y i n German y an d ,
th e German b ab y h ad grown to man hoo d i n an

Ameri can famil y t h e Ameri can b ab y wo uld h ave
,
”
b ec o me a H un an d th e German b ab y woul d
“
h ave grown up to pil ot a Lib erty mo to rpl an e over

hi s enemy s h ead an d dro p bo mb s o n t h e s teel
’
h el met h e wo ul d h ave b ee n w eari n g hi ms el f ex cept

f o r goo d l u ck .
Al l thi s mi ght no t s ee m i mp ortan t i n o ur s tu dy

of S al esmans hip if it did n o t l ead us to co m
preh en s io n o f a fu n d amen t al tru th Go l d c an be .
mi xed with th e b as es t al l o ys to c o n s ti t ute a c o u n

terf ei t . B u t tha t do es n ot l es s en the ori gi na l qua n
ti ty f
o gold or deteri orate i ts qu ali ty a bi t
. T he
re tort or th e c h emi cal pno c ess wi l l mo ve t h e re
b as e all o ys an d on l y th e p ui e go ld wi ll remai n T h e .
gold tac u al l y i n th eo u n terfeit c an be rec overed

c
an d mi n ted agai n i n to hon es t gen u i n e mo n ey

, .
I n the sa me way the dross can be taken f ro m

character No matter wh at a botc h a man h as
.
mad e of hi ms el f h e c an be mad e o ver i n to tru e

,
M anhood A s tri ki ng il l u s tratio n o f thi s great

.
tru th i s given i n th e Bibl e Go d wan ted a mas ter

.
sal es M an for th e n ew go s p el of J es u s
-
to c over ,
th e i mmen s e fi eld o f th e Gen ti l es H e pi c ked th e .

,
Man H e wan ted ; fo r h i s M an qu al iti es regardl ess ,
of hi s bad h abits an d faul ts S aul w as sel ected .

,
o n e of th e d evi l s mo s t ac ti ve agen t s o n earth j u s t

’
43
th en th e fel l ow w h o was o u t i n th e field l iteral l y

,
rai si ng th e Ol d H arry with C hri s ti an s With th e .
h el p o f th e Al mi ghty S au l th e c hi ef o f s inn ers

, , ,
made hi ms el f o ver i n to P aul amon g th e firs t of th e

,
s ai n ts . N o thi n g i s i mp o ssi bl e when you are deal i n g

wi th the raw ma t er i a l of M anh oo d .
At th e S an Fran ci s c o Mi n t th e dregs th e off ,
sc o uri n gs fro m t h e di rti e s t h an ds are n o t p er

,
mi tted to ru n away i n to th e s ewer T h e fil th i s .
al l trea ted by a p ro c ess th at ex trac ts t h e ti ni es t
p arti cl es of go ld . Fro m th es e sp ecks man y thou

s an ds o f d oll ars i n p ur e go ld h ave b e en mi n t ed .
A ll th at i s n ec ess ary i s to s ep arat e t h e gol d fro m

t h e i mp uriti es. I t i s preci s ely the s ame way wi th
a hu man bei ng . T h e ori gi n al p ur e M an qu al
, ,
iti es can be rec o vered fo r fres h c oi n age i n to fi n e

M an hood n o matter with wh at i mperfec tion s o r
b as en ess th ey may h ave b ee n t emporari l y ass o
ci at e d . As th e i mmortal R ob ert B urn s hi ms el f ,
far fro m p erfec tio n p u t th e tr u th a man s a

“ ’
, ,
”
man fo r a th at
’
.
Fro m you r c hildhoo d to thi s mo men t yo ur M an

cap abi li ty h as no t b ee n l essen e d an iota by wh at
‘
ever u n manl i n ess yo u h ave mi x ed with it Yo u .
h ave o nl y decr eas ed th e acti vi ty of yo ur M anhood .
Yo u h ave th e same raw materi al with whi ch th e

man yo u en vy n o w w as end owed at bi rth Yo ur .
M an uf actur i n g pro cess es may h ave turn ed o u t a

-
d e fec ti ve job of work Yo u may fall f ar short of

.
b ei n g t h e M an yo u shoul d be an d real iz e it If
,
.
44
t rts wi th a b etter grade o f men tal o r ph ys ical o r
s a
s p iritu al e qu i p me n t th an i s t h e e n d owm en t of an
oth er N o d o u bt so me men are h an di capped by

.
h ered itary t end en ci es B ut the i ns pi ri ng thi n g

.
a bou t l i vi n g i s th a t th e h eavi es t handi cap s can be
o verco me .
Go l d i s n o t rec o vered with e qu al ease an d

facil ity an d s p ee d fro m pl acer san ds , from c o n
gl o merates , an d fro m qu artz T h e pl acer mi n er .
o f C al iforn i a s bo n an z a d ays c o ul d S ho vel a l ittl e

’
gravel i n to h i s p an o f water, ro ck an d twi s t it a bi t ,

s l o u gh off t h e r efuse , an d h ave hi s gol d p rod u c t i n
a f e w mi n u t es Bu t th e great es t go l d mi n es h ave
.
re qui red m ore c o mpl ex pro c ess es an d mac hi n ery t o
ex trac t t h e prec io u s me tal fro m th e ru bbi s h , an d a
goo d deal of ti me an d work mu s t b e exp en ded

b efo re th e produc t can be rec overed .
T h e bad h eredit ary ten den ci es i n whi ch o ur M an

qu al iti es are i n grai n ed are l i ke th e qu artz ro c k
th at i mpri s on s th e vei ns an d fl akes of p ur e go l d .
I f w e keep th em t h e gol d i n u s i s of i mpaire d val u e

,
.
B u t if ou r bad ten denci es are thorou ghl y crus hed

by the t oo ls an d the w orkman on th e j o b of M an
u actu ri n g
f yo u r l if e a nd mi ne ,
res p ecti vely, every
bi t of ou r i nna e t go ld,
can be recov
ou r M a n ho o d
-
ered . Pri miti ve mi ners , u si n g th ei r c ru d e meth

o d s , w ere i n cap ab l e of g e tti n g go l d fro m h ard
qu artz S i mi l arl y p ri miti ve metho ds of rec over

.
i n g M an hoo d fro m h arden ed vi cio u s n ess an d

-
fix ed b as e h abits were i n effecti ve B ut the modern .
46
s ci ence o f s
p ycho l o gy, p racti cal l y app li ed to hu man
eco n o mi cs , to rel i gi on , to bus i n es s , cru sh es heredi
tary tendenci es an d f rees ou r M an qu ali ti es f or

ama lgamati on wi t h th e mercu ry of o pp o rtu n i ty . .
I may h ave far more to overc ome than yo u .
Yo u may be e qu i p ped with h e al th an d a s tro n g

bo dy ; i n ph ysiqu e yo u may h ave th e b e tter of me .
Yo u may p o ss es s a greater degree of s pi ritu al ity

th an I h ave I may be you r i nf erior i n brai n
.
qu al ity an d quan tity B u t i t i s p ossi bl e f or me to

.
make mys elf a better grade s al es - M an than you are
at p res en t . i mpro ve you rs el f too of

Yo u c an , ,
c o urs e . P e rh aps yo u wi l l I f you d on t make th e

.
’
mo s t o f you r p o s s ibil iti es however an d if I do , ,
make th e mo s t o f mi n e I ll b ea t yo u s ell i n g forty

’
, ,
l even ways It s a j o b of w ork pri n c ip all y

’ ’
.
.
,
H um an n atu re devel ops s o me p ecul i ar traits .
T h e C al iforn i a pl ac er mi n er very sel d o m w as c o n

ten ted to c h an ge to qu artz mi n i n g H e was h ed .
o u t all th e free gold i n o n e cl ai m ; th en w an d ered o n
t o p ro s p ec t f o r an oth er pl ac er dep o s it H e sc orn e d .
th e p ati en t sl ower pro c es s of t h e qu artz digger

, .
S o it w as with t h e fel l ows who we n t to t h e Kl o n

d i ke an d t o No me Bu t mo s t o f t h e gold i n t h e
.
worl d h as b een rec o vered fro m roc k c o mbin ation s ,
n o t fro m s an d o r l oos e gr av el R ememb er th at . .
”
T h e gifted sal es man i s a goo d d e al li ke th e
“
l u cky p l ac er mi n er who s tru c k it ri c h T h e s tory .
o f a mi n er who s tu mb l ed o n to a ri c h cl ai m i n t h e
Kl o n d i ke an d b ecame a mi l l io n ai re i n a day s ti rs
47
T he S ellin g Proces s
e n vy b ecau s e w e fee l h e di d n o t earn hi s weal

W e feel muc h th e s ame w ay abo u t th e
who i s b l ess ed with a m
th e i n h eritan c e o f a
n obi l ity o f s pi ri t . Bu
n o t oft e n r es ul t i n a s up er M an T he
-
.
figu res i n hi s tory f ou ght th ei r w ay to pre emi n -
Th ey di d n o t fal l i n to th eir pl ac es at th e
Th ey cl i mb ed o ver O b s tacl es .
T h e gif ted s al es man d o es n t h ave to wo rk h

’
i n ord er to sell ; s o u s u al l y h e d o es n o t i n creas e

s tren gth . T h e average fel l ow kn ows hi s job i s
an d wi ll re qu i re mor e th an ave rag e abi l ity .
p erfec ts hi ms el f an d to pl ay saf e mak es hi

s tro n ger t han neces s ary S tren gth b ui ld s o n i tsel f
.
more s tren gth . T h e man who i s abl e to li f t t hrer

h u ndred p ou n ds to day h ad firs t to b ec o me cap abl e
o f rai s i n g l es ser w eights T h e sal es man who i s no t
.
g if te d i s c o m p el l ed t o m ak e t h e m o s t of t h e a v er
ag . qu al iti es h e h as Usuall y he u ti li zes more 0

.
hi s cap abi l i ty than do es the man who was bett a

s t ocked i n th e fi rs t p l ac e In c o ns equ en ce h e to ps
.
t h e fell ow who r el i es o n h i s gif ts t o cl o s e sal es .
S urel y yo u real iz e n o w th at n o n e of us were de

fi ci en t at bi rth i n th e es s enti al M an qu al i ti es fro n
.
whi c h th e sal es M an c an be M an uf actured S r

- -
.
l et u s s u s p en d c o n s i d eratio n o f th e raw materi a

an d gi ve o ur atte n tio n to t h e t oo ls and the p roces s e .
of sal es M an maki n g
-
.
Firs t w e mus t un ders tand that perfec t M anh oo r

The Sellin g Process
is a c o mp o s i t e o f
r
three el emen ts A man i s i n c o m .
ple t e if h e l ac ks h igh men tali ty an d n obl e s p i ri t ;

thou gh h e h ave t h e body of Ap oll o o r H ercu l e s .
Nor i s h e a p erfect M a n if h e p o ss ess es fi n e men

tal ity with a mean spi ri t an d a Weak bo dy S pirit .
al o n e c ann ot make a who l e M an E ven l u n ati c s .
h ave s piritu al ity No two qu al iti es are s u ffici en t

.
,
e ith er T h e bi g M an i s th ree s i d ed a tri cyl i n d er

.
-
,
-
motor I f o n e third of hi m or t w o thi rds of h i m

.
- -
i s mi ssi n g fir e o r d ead h e h as j us t th at mu ch l es s
,
man p ower -
.
No moto r manufac turer wo ul d turn o u t a pro

duc t w ith o nl y p art of t h e c yl in ders e ffic i en t He .
u s es s u c h too l s an d s u c h p r o c es s e s an d s u c h t e s ts
as res ul t i n a moto r p erf ect ly bal an ced i n p ow er No .
o n e c yl i n d er i s e xp ec te d to d o mo re wo rk th an an
oth er No n e i s a drag o n /i ts fell ows S o it s hould

. .
be with t h e th ree s i d ed s al e s M an -
H i s mi nd hi s -
.
,
bo dy hi s s o u l each f u ncti on i n g wi th a f u ll hu n dred

, ,
p er cen t o f fli ci en cy s hou ld be perf ectly

e , co- Op era
ti ve i n hi s s al es man s hi p .
N o w W h at are t h e too l s an d p ro c esses o f M an

maki n g ? Le t u s s tudy firs t th e tool s an d pro
c esses of M an uf ac turi n g th e physi cal s id e of th e
-
e ffi c i en t sal e s M an Bu t i n maki n g thi s s ep arate

-
.
i n ves tigation w e mu s t n o t forge t th at th e perfec t

,
ed mi n d an d th e fi n es t s pi ri t are affec t ed by t h e
d evel o p men t of th e body T h e th ree el emen t s o f .
a M an are n o t i n dep en d en t bu t i n ter dep en den t ,

-
.
S ome of th e tool s an d p roc esses by whi c h ph ys i
49
c al h eal th an d s trength may be s ec ured are more

o r l e ss f a mi l i ar Fres h ai r b ath s ex erc i s e t em
.
, , ,
p era te h abits o f e ati n g an d dri n ki n g pro p er res t , ,
all th es e how e ver are n o t s u ffi cie n t to fit a man

, ,
bod i l y fo r sal es man s hi p Th ey are n ec essary .
tool s an d pro c ess es bu t th ey do n o t i n th emse l ves

'
ass ure vi ri l ity an y mo re th an ab u n d an t mu s cl e

,
al o n e make s c o urag e Right thi n ki ng n obi l ity o f

.
,
s pi ri t h ave p hysi ca l e ffec ts Th erefore p s ych o l o.
gy an d m o ral ity as w ell as h ygi en e di e te ti cs

, , ,
h
p y s io l o gy a n d gym n as ti cs are too l s o f p h ys i cal
M an makin g T h e mi n d an d th e s oul o f a man

-
.
h ave i n fluen ce o n th e devel opme n t of h i s bod y ,
an d vi ce vers a .
For m an y hu n dred s o f years p eo pl e h ave kn own

th at th e men tal s tat e an d th e s pirit o f a man affec t
h i s p h ysi c al c o n d itio n Fear fo r i n s tan ce may
.
, ,
take fro m a s tron g man all h i s s tren gth i n an

i n s tan t W o rry often c au s es n au sea Bu t though
. .
,
hu man ity i n gen eral real iz ed th ere w as a c on n ec

tion b e tween tho u ghts an d bod i l y ph en o men a ,
o n ly r ecen t l y h a ve th e l aw s tha t go vern t hes e rela ti o ns
been det ermi n ed wi th s ci en t i fic accu racy N o w it i s .
rec o gn iz ed th at every act i vi ty of mi nd i s ae com
p a n i ed a n d corr el at e d wi t h s o m e bod i l y ac t i o n E ac h .
ti me yo u thi n k th e ti ss u es o r c el l s i n s ome part of

,
y o u r bra i n are a l t ere d E ve ry e x

.
p ress io n of a n
i dea i n vol ves ac tion by mu scl es direc tl y c o n n ec ted

thro u gh n erve tel egrap h with th e p arti cul ar brai n
c en ter th at tran s mitted th e i d ea fro m yo ur mi n d .
50
It i s i mp o rtan t, th erefo re , th at i n yo ur p h ys i c al
d evel o p men t fo r sal esmans hi p yo u s o trai n you r
mus cles tha t they wi l l w ork i n co op erati on wi th —
you r mi nd an d s o u l to make you bi gger s al es a
M an Le t u s fo r il l u s tratio n c o n s i der how th e

.
, ,
qu al ity of c o urage i s d evel op ed Thi s ex ampl e .
will make cl ear th e direc tn ess of th e reci p rocal

ac tio n s of mi n d an d s o u l u p o n t h e bo d y , an d o f t h e
bod y o n th e mi n d an d s oul , i n b ui l di n g u p W ithi n

a man c o urage th at b ec o mes s ec o n d n atur a to h i m .
1 b
Of c ours e yo u real iz e th at merel y thi n ki n g yo u

are c o urag eo u s o r wi l l be c o ur ag eo u s wi ll n o t make
yo u brave if yo u are c owar dl y at h eart Yo u mu s t .
have th e s ou l o f courage c ou pl ed with c ourage of

,
mi n d . Th at w e al l kn ow Bu t did yo u real iz e
.
th at c ourage c an be b u il t i r/to y our n atu re s o th at ,
yo u always will h ave it o n l y by a p hysi ca l p ro cess

,
i n combi nati o n wi th th e f eeli ngs and thou ghts of cou r

age ? T h e fac t i s th at p erman en t c ourage d ep en d s
more On th e d evel opmen t of t h e muscl es at th e
b ack of th e n ec k an d b ack of th e sho ulders th an o n
thi n ki n g o r feeli n g c o urageo u s .
Yo u h ave o c cas ion to feel o r thi n k with great

c o urage o n l y o n c e i n a whi l e n o t of t en en ou gh to
,
fi x the ha bi t o f c ourage Thou ghts are fl eetin g

.
,
an yhow . Bu t mus cu lar s tru ctu re i s p erman en t S o .
if yo u woul d be i nvari abl y an d dep en dab l y c ourage

o u s wh en ever t h e e mergen c y co mes trai n y o u r n eck ,
mu scl es an d b ack s houl der mu s cl es i n advan c e .
Thi n k cou rageou s thou ghts say an d make yours el f

,
51
feel b rave s en ti men ts Th en n ote how your sho ul

.
d ers n aturall y are h eld b ac k an d down an d how ,
th e mu s cl e s at th e b ack of yo ur n ec k hol d yo ur h ea d
erec t. N o w trai n y o ur mu scl es by carryi n g you r
h ead an d s houl d ers th at w ay h abitu all y Yo u will .
thu s d evel op th eir s tren gth T h e next ti me you are

.
in need f
o cou rage you r head an d s hou lders wi l l
a l ready be i n the p oi se of bravery I ns tan tly they .
wi l l commu ni cate to you r mi n d and s ou l cons ci ou s

n ess o f cou rage . h ave p erman en t c ourage
Yo u wi l l
b ui l t i n to yo urs el f if yo u hol d your h ead an d s houl
d ers i n th e mann er of a c our ageo u s man as s ec o n d ,
n atur e .
We al ways thi n k o f c ourage i n as s oci ati on wi th

i ts p hysi cal attri bu tes T h e b rave man l oo ks h i s
.
fel l ows s trai ght i n th e eye H e carri es hi s h ead u p

.
,
n o t droo p i ng H i s s ho ulders d o n o t s ag
. W e all .
would u n ders tand th es e p h ys ical i n di cations o f

c o urage if w e saw th em i n a p l ay o n th e s tage T he .
h ero fac e to face with danger d o es n o t c ower H e .
s traight e n s hi msel f to hi s ful l h ei ght ; b ack n ec k ,
an d s ho ul der muscl es s tro n gl y t en s e We do n o t .
n eed to b e to l d i n w o rd s th at h e i s brave W e al .
ways ass o ci ate s u ch an attitude with th e i deas of

c o u r ag e .
Bu t w e h ave b ee n Sl ow to real iz e th at t h e mu s
cu l ar s tru c tur e o f a man ifes ta tio n of c o u rage i s a
W e u s u al l y h ave thou ght it w as an efi ect

'
caus e .
o nl y an eff ec t o f wh at th e brave man feel s an d

,
thi n ks S o w e h ave n o t kn own that c ourage can

.
52
make t h e p h ys i cal man wo rk with th e s piritu al an d
th e men tal man o f yo u .
T ool s o f
Wh at are th e tool s pr o c ess es by whi c h t h e
an d
men ta l M an can be d evel o p ed ? The to o ls and pro

cess es f the
o An d th e s en s es n ever act
s ens es .
e xc ep t thro u gh s o me mus cu lar movemen t or i m

'
pu ls i on S o h ere agai n w e h ave th e cycl e of ph ys

.
i cal an d men tal i n flu enc es .
Yo u kn ow th at it i s i mp ort an t fo r th e sal es
M an to h ave a good memory P rob ab l y yo u h ave .
tri ed to trai n yo ur memory if it i s p o or Bu t th e .
c h an c es are yo u tr ai n ed it by s o me p ur el y men tal
metho d M ayb e it w as trai n ed i n acc ordan c e with

.
wh at i s kn own as th e l aw of th e ass o ci atio n of

i d eas Th at s ort of tr ai ni n g d o es s o me goo d bu t
.
,
it i s n o t th e s ci en tific w ay to get a reli abl e memo ry .
Le t u s su pp o s e yo u w an t to recal l at wi ll th e
n ame o f a man yo u h ave me t a Mr H ami l to n , . .
It wil l n o t s u ffi ce to thi n k o f hi m i n ass o ci atio n

with th e city o f H ami l to n Ohio o r to c o nn ec t , ,
hi m i n y o ur mi n d with Al ex an d er H ami l to n t h e ,
s tates man Yo u r mi nd may n o t be abl e to s tart

.
yo u off with r ec oll ec tio n of e ith er th e c ity or t h e

s tat es man wh en yo u w an t t o rememb er t h e n ame
o f th e man yo u met si x mo n th s ago .
Now us e th e tools and process es of th e sens es

to fix the n ame of H ami l to n i n yo ur mi n d Write .
t h e n ame with a p en th e scra tc hi er th e p en t h e

’
b etter I f it s ti cks an d sp atters i n k o n your fi n

.
gers b etter s ti l l As yo u wri te it s ay H ami l to n

,
.
,
54
w ith o t tio n of mi n d o n your u tteran c e an d

c n c en ra
i n a di s ti nc t ton e Wh at h ave yo u d o n e ? Yo u
.
h ave made o n y o ur mi n d s evera l sens e i mpres

si on s of t h e wo rd H ami l to n each i n a s ep arate
,
brai n cen ter . I t i s i mp ortan t j u s t h ere to say, ,
th at eac h S en s e i s govern ed by a di s ti n ct b rai n

c en t er . R emove o n e p art of th e brai n fo r i n ,
s tan c e an d yo u c an n ot h ear
, bu t al l yo ur oth er
,
s en s es remai n u ni mp ai re d Al l t h e s en s es h ave
.
th eir s ep arated c en ters i n th e b rai n an d are i n ,
l arge meas ure i n dep en d en t of o n e an oth er .
Your si ght s e se h as s en t an i mpress ion of H am Tr ainin g

n S e n s e
il to n to o n e brai n c en ter becaus e y o u s aw th e Me m ory
,
word as yo u wrote it T h e Scratch y p en an d y our

.
pro n u n c i ati o n of t h e word al o u d s e n t thro ugh

yo ur audi tory s en s e an i mpress io n of H ami l to n to
an oth er b rai n c en t er Yo u f el t th e s p atter of i n k
.
,
an d thi s i n c o mbi n atio n with y o u r fi n g er an d h an d

,
movemen ts i n writi n g t h e l etters s en t oth er s en s e,
i mpress ion s to oth er s en se c en ters T h e rou ghn e ss .
of yo ur p en s progress acro ss th e p ap er made an

’
i mpress io n of H ami l to n o n y our tacti le s ens e T h e .
word al ways wil l s ee m to yo u l acki n g i n s moothn es s

if yo u wri te it with a s cratch y p en an d y ou r tac ,
til e sens e c en ter i n you r b rai n wi ll be i n tro du c ed t o

H ami l ton Yo u p erc eive how man y oth er s en s es
.
mi ght b e i n vol ved Yo u i mpre ss a brai n c en ter

.
with each s ep ar ate s en s e th at i s ac ti vated .
Wh at i s t h e effec t i n h el p in g yo u to remember ?
Wh y you have ha lf a do zen parts of you r brai n
, ,
55
i ns t ead o f on ly on e, tha t h a ve been i n tro duced t

”
H ami l t on Is it n o t e vi den t th a t
“
.
e x ac tl y s i x ti mes as muc h l i kel i h o o d of r
t h e n ame ? A y o n e bra in c en t er th a t l a te r
n s en ds
b ack t h e i mpres s ion transmitt ed to it by a s en s e

wil l s erv e y ou r purp o s e I f yo u h ave b ee n try in g .
to thi n k o f t h e n ame an d b egin writi n g a l e tter

, ,
th e scra tc h o f th e p en may r emin d yo u o f H ami l to n .
T h e p rin cipl e i s be tter demo n s trate d i n co n

ev en
n ec t i o n with r ememb eri n g to do s o me thin g yo u
wan t to be s ure yo u wo n t fo rget Yo u wil l recall ’

.
at th e ri ght ti me wh a t y o u wan t t o do if you fi rs t ,
as s oci ate th e con temfl a ted act w i t h s ome o ther

ac tyou w i ll be doi n g a t th e ti me or p lac e when
an d wh er e you w a n t to be remi n ded .
Yo u wan t t o r eme mb er t o bu y a certai n arti cl e

to morrow Th en p l an to bu y it at a certa in s tore
.
,
at a ce rta i n ti me an d i magi n e y o u rs el f as y o u wi l l
,
be to mo rrow wh en yo u p ass th at s to re o n y o ur w ay
to work Thi nk y ours el f th ro u gh t h e pro c es s of
.
bu yi n g I magi n e th e v ari o u s s en s e i mp re ssi o ns

.
th at y o u n atur al l y wou l d exp ec t th e ac tu al pur

ch as e to mak e o n y o u S ee t h e s to re wi n dows i n
.
y o u r m in d s e y e F ee l
’
y o u rs el f tu
. rn i n a t t h e
doo r .S mel l th e o do r o f th at s to re I ma gi n e it as .
warmer or c ool er th an th e s tree t I n s hort j us t .

,
take you rs elf ahea d i n i magi n ati on to a certa i n s p o t

where you wi l l be t o mo rro w wh en you w a nt to re
member Then wh en you r each that s p o t all you r
.
, ,
56
s ens es wi l l be afi ected i n f ac t as they were i n i magi na

ti on Yo u wi ll rememb er your erran d
. .
Th es e are il lu s tra tio n s o f bu t o n e ph as e of men

tal devel op men t o f c o u rs e
,
Bu t all men t al gr owth
.
s h ou l d be a s i mi l ar process an d i n vo l ves the s ci en t i
fi c u s e of th e s a me s e ns e t o o ls S e n d i m p.r e s s io n s
t o y o u r b rai n fro m y o u r s ens es r ep e ate d an d ,
vari e d i mp res s io n s an d eac h o n e wil l b u i l d brain

,
s tru c tur e . Th en to make y our s en s es an d your

,
mi n d revers e th e p ro c es s trai n y ou r mu s cl es an d
,
s e n s es t o res p o n d q u i c kl y an d s u rel y to t h e me s
s ag es s e n t b ack by t h e mi n d .
Get t eam w ork of bo th to o ls f or th e mos t effecti ve

res u lts .
! u ic k mu s cu l ar action qu icken s bra in
ac tio n . C ity p e o pl e wal k fas ter an d wo rk fas ter
th an c ou n try p eopl e Th at i s o n e of th e pri n cipal
.
re as o ns w h y th ey thi n k fas ter th an farme rs T he .
farmer pl o ds o ver h eavy gro u n d hi s ac tio ns co m ,
p arati vel y s l ow . H i s tho u ghts h i s men tal p ro ,
c ess e s are s l ow e d d own cO rres p o n di n gl y T he .
p s ychol ogi cal an d the p hys i ol ogi ca l p hen o men a are
i n ti matel y rel ated an d have reci procal effects .
Le t o i der
u s c ns now th e too l s an d p ro c e s s e s by
whi ch tru e spi ri tu ali ty may be M an u fact ured -
. In
gen eral it may be sai d th at th e mo s t effective tool
i s kn ow l edge that i t p ays to l i ve cl ean l y an d to u s e
you r s ou l i n s ell i n g An d th e pro cess
. of maki n g
yo ur s el f iritu al s al esman i s j u s t th e practi ce of
a sp
th at kn owl e dge every mi n u te of you r l ife .
T ri ckery an d dec ep tio n ac ti n g th e immoral ,
57
o rt p addin g exp en s e acco u n ts p an dering to

sp
—
, ,
t h e b as er s i de of b uyers all w ere p ra cti ced be ,
c au s e men u s ed to thi n k s u ch metho ds p ai d

s a l es .
T h e to u gh dru mmer o f yes terday who c o ul d drin k ,
m ore whi skey an d s m o ke m ore c igars th an an y

ave rage s al es man n o l o n g er i s c o ns i der e d a s tar
, .
T he f
s u cce ss u l s al es to day i s cl e an as a
man of
"
hou n d s tooth i n bo dy i n min d i n s p iri t Bu t

’
, , , .
this reform was no t acc ompl is h e d by an y form of

”
“
rel igiou s c o n vers io n Nobo dy s aved t h e n ew
—
.
s al es man s s ou l f or h i m H e save d it hi ms el f n o t
’
.
to get ready for a crown i n h eaven bu t to u s e every ,
day o n h i s j o b h ere .
'
S al es men h ave cu t o u t t h e bo o ze becau s e i t lo w

ered th ei r s el l i n g efii ci ency Th ey do n t dis s ip ate .
’
with imm oral p eo pl e o f eith er s ex becau s e they ,
w an t to keep u p to th e hi gh mark of th ei r s a l es
mans hi p ambi ti on s W e h ave l earn e d wh at pays
.
a n d wh a t d o es n o t p ay S o w e j u s t p rac ti c e o ur
.
kn owl e dge with en li ghten ed s elfi shn es s for o ur ,
o wn goo d .
T h e mo dern c o de of b u s i n ess e thi cs i s th e Go l

den R u l e pu t to a p rac ti cal u s e fo r o ur o wn goo d .
A man was l eary of th e Golden Rul e as it u s ed

“
to be u n ders too d T h e motto w as amen ded to

.
read Do to th e oth er fel l ow wh at yo u d l i ke to

,
“ ’
have h i m do to yo u an d y ou ll get do n e
-
,
This ’
.
cyn i c al attitu de of m in d w a s du e to th e mi s taken
i dea that th e ben efit of doi n g ri ght m u s t co me
f r o m r eci p r o ci t b
y y th e o th er f ell ow an d s in c e h e ,
58
The Sellin g Pro ces s
wo ul dn t rec ipro c at e, th e Go l den R u l e di dn t p ay

’ ’
y o u o r m e It i.s s t ran ge th a t an y o n e S ho u l d thi n k

it i mp o s s ibl e to l ive a ccordin g to th e Gol den Ru le
witho u t b e ing i mp o sed u p on Bu t w e will n o t go .
in to th at p h as e of th e s u bj ect T h e poin t w e mu s t
.
fix in o ur mi n ds i s th at th e pri n ci p al ben efit resu l t

i n g f rom doi n g ri ght i s i n the bu i l di n g of M an hoo d
x
wi thi n ou rs el ves We mus t kn ow th at n o oth er

.
b en efit resu l tin g fro m any tran s ac tio n coul d be

s o profitab l e to u s as th e enri chi n g of o ur M an
hoo d .
Nowad ays i
s el l n g re quires
bigges t ki n d o f
th e
Man qu al ity T h e s al es M an can n ot afford to re
.
-
l ax hi s M an trai n i n g fo r an i ns tan t H e i s l i ke .
an ath l e t e trai n i n g for a c h amp io ns hi p c o n te s t .
If a ru n n er o r a b aseb al l pl ayer o r a pu gi l i s t if
, , ,
an y athl et e w er e to b re ak trai n i n g th e d ay b e fo re
th e c o n tes t wh at c h an c e wo u l d h e h ave o f wi n
,
n i n g? A s in gl e gl as s of whi s ke y fo r ex ampl e , ,
wou l d n ul l ify th e effects of mo n th s o n th e water

wago n if th e dri n k were taken a few mi nu tes be
,
fore th e run n er s tarted h i s race .
In you r s pi ritu al M an d evel op men t firs t of al l

c o n vi n c e y o u rs el f ab s o l u t el y th at t h e Go lde n R u l e
‘
p ya s .S tu d y t h e e ff ec ts of a ct s u p o n y o ur s el f as
,
wel l as up o n th e oth er fell ow Do n o t st op s tu dy

,
.
i n g u n til yo u fe el d e ad s ur e T h en knowi n g the

'
.
,
valu e to you rs elf of s ou l s tan dards f

o s al es man
s hi p , make n o excep ti on s i n you r p racti ce of you r

knowledge . I f it p y
a s t o be hon es t T u es d ay, it
59
wi ll be equ al l y profitabl e to pl ay s qu are e very

oth er day an d every mi n u t e o f th em al l An d .
th at hon es ty mu s t be o f th e 1 00 p er c en t grade . .
S o ul i n sel l i n g i s n ec es s ary t o o fro m a s tri c tl y

, ,
b us i n es s s tan dp oi n t Withou t it th e sal es man

.
can n ot get i n s i d e t h e b u yer s s h el l Good s are n o t

’
.
s o ld b y c o n vi n ci n g t h e mi n d o f th e b u yer bu t by ,
th e t ug of h i s des i re s tirred by sal es mans hi p .
D es i re i s an emo ti ve p ro cess an d al w ays i n vo l ve s

,
s ou l ac tio n.
W e h ave c o n si dered n o w th e raw materi al and

t h e tools of M an maki n g .T h e remai ni n g fac tor
of th e M an uf acturi n g pro cess i s th e workman on
-
—
the j o b y o u rs el f mys el f
, T o wh at cap abi lity
.
may w e attai n i n maki g o urs el ves bi g s al es M en

n ? -
F o r rememb er th at th e M an o f sal es man s hi p

i s no t a fini s h ed job u n ti l o ur l i ves th emse l v es are
en ded .
A gr ea t man y sal es men d o n t kn ow fo r who m ’
th ey ar e worki n g Th ey say mi s takenl y th at th ey

.
are worki n g for s u c h an d s u c h empl o yers As a .
c o ns e qu en c e of th at wro n g i d ea th ey quit b ei n g
sal es men wh en t h e c l o ck h an ds p oi n t to a c ertai n
hou r or wh en th ey fini s h wh at th ey call th eir d ay s

,
’
work E ach of u s real l y i s worki n g fo r hi ms elf

.
o n thi s l ife job of sal es M an maki n g An d tw en ty

-
.
f ou r h ou rs of every da y m u s t be s p en t i n de velo p
men t and ma i n ten a nce of ou r s al es M an cap aci ty -
.
Le t u s s upp o s e th at e ach d ay i s d i vi ded i n to

thr ee s h ifts of approxi matel y equ al l en gth Bu t .
60
thin g wo rth whi l e wi l l res t y o ur mi n d b etter whi l e
yo u ar e ri d i n g b e twee n s tatio n s th an d ozi n g
i n your s eat . A n d yo ur s pirit wi ll b e l ess re
fres h ed by l yi n g ab ed u n ti l n oo n S un days th an
it wo u l d be if yo u go t u p b ri ght an d earl y to go
bu t i n to th e c o u n try to c o mmu n e with th e grea t
s o u l o f N atur e . U s e all yo ur rec reatio n ti me re
creati n g y o urs el f p h ys i c al l y i n mi n d an d i n s pi rit
, , , .
T h e res t s hift i s as i mp ortan t i n sal es M an -
R es tm g
'
maki n g as i s eith er of t h e oth er s hifts S ee to it .
th at yo ur res t i s eff ecti ve res t Yo u s ho u l d res t

.
i n bod y i n mi n d an d i n s o ul wh en yo u are ab ed
, , .
D et ermi n e how man y ho u rs of Sl ee p you n eed

n o t al l of u s re qui re t h e same — th en make each
'
mi n u te c ou n t ful l val u e fo r yo ur res t Fres h ai r .
i s o f m ore i mp ortan ce i n your recu peratio n of

e n ergy th an a s oft p i ll ow . A n d yo u can n ot s l ee p
eff ec ti vel y i n bod y if y o ur mi n d refu s es to take a
re s t o r if yo u r s o u l i s n o t at eas e .
Th ere i s an oth er feature o f th e work yo u do

whi c h yo u s ho ul d app reci ate Wh en yo u cal l o n
.
a p ro s p ec t an d i n tr o du c e y o urs e l f yo u say I ,
“
”
repres e n t s o mebo dy o r s o me c o n c ern U s u all y .
th at i s j us t a form to th e man who says it H e .
i s n o t c o n sc io u s th at i n hi ms el f h i s emp l o yer an d
,
hi s l i n e are rep res en t ed .
Wh en yo u pres en t yo urs el f b efore a b u yer yo u

”
real l y s tan d i n t h e pl ace of o r ho i h i
“
y u u s e n s ,
ac tu al s i ght an d i n h i s mi n d s e ye Th at i s wh at
’
—
.
”
represe n t mean s to s tan d i n th e p l ace of to ac t
“
,
62
th e p art of an oth er It i s a n e cessary part o f

.
y o u r j o b of M an m a ki n g t o fit y o u r s e l f for thi s
repres en tati o n o f y o u r e mp l o yer .
I f yo u are worki n g for a house with i d eal s th at R ep ese

n t r
w m ml y
y o u f ee l ar e u n worth y of b e i n g b ui l t i n to y o ur
p e rs o n a l it y q
,
u it th a t ho u se Y o u m u s
. t be th a t
hou s e i n yo urs el f if yo u are t o represen t it mo s t
, ,
e ffec ti vel y . Bu t if yo u h ave c ho s en w ell yo u r fi eld

an d yo u r empl o yer an d y o ur l i n e bu i ld the p o li cy ,
o f th e h ou s e i n t o you r character Then wh en yo u .

,
ap pe ar b e fore a b u yer yo u wi ll s t and f o r t h e tru e

,
”
mean i n g of I r epres en t
“
.
R ememb er too th at yo u repres en t you rs elf

, , .
S tand worthi l y for yo ur o w n p ers o n al worth .
R epres en t bi g M an hood T h e bu yer appreci ates .
th at ki nd of repres en tation an d gives it h i s co n fi

d en c e wh eth er h e hi ms el f i s s mall o r bi g
, .
T h e Man o f sal es man s hi p who m w e h ave M ake th e

b een s tu dying i n a general w ay i n thi s c h apter 32335 1
;
i sn t an i n defin ite i dea H e i s e ach of u s mad e as
’
.
cap ab l e i n s ell i n g as w e s everal l y c an make h i m .
No n e of u s l acks th e raw mat eri al s fro m whi c h

a big sal es M an c an be b ui l t tho u gh t h e job may
-
,
be h arde r fo r o n e th an fo r an oth er T h e tool s .
are i n yo u r h an ds f o r t h e M an uf acturi n g o f -
e vel y qu al ity yo u n eed p h ys i cal men t al an d s p i r

'
, ,
i tu al . Yo u an d I as makers of ou r own li ves are

thoro u ghl y capabl e of doi n g a corki n g goo d j o b .
63
CHAPT E R III
T HE S H IP ( OR
“
ART
T h i rd Fa c t o r o f t h e S e l l i n g P ro c es s
H IP , as th e su ffix
word i s d efin edof a ,
by t h e di ctio n ary as th e art or p rofi ci en cy

“
of . S al es man s hi p th erefo re l ite ral l y i s th e art

, ,
o r p rofi ci en c y o f t h e s al es man i n hi s v ocatio n .
W e al l real iz e th at kn owl ed ge do es n o t h el p a
man to s u cc eed i n l ife u n l ess h e u s es it A n d .
w e r e al iz e t o o th at un l ess h e u s es it th e ri ght
, ,
way h e wi l l d eri ve bu t s mal l p rac ti cal b en efit fro m

,
an y am o u n t o f kn owl ed g e No n e o f u s would .
kn ow th at a grea t Fr en c h sc ho l ar h ad a mi n d ful l
o f wi s d o m if h e n e ver exp re ss e d hi ms el f An d .
,
with th e ex cep tion o f th e few o f u s w h o may u n

d ers tan d Fr en ch w e wo ul d n o t be i mpress ed with
,
th e sc hol ar s kn owl ed ge if h e exp ress ed hi ms el f

’
on l y i n hi s n ati ve l an gu ag e .
I n order to succeed as sal es me n we mus t be pro

fici en t i n th e art o f getti n g ou r i deas o f ou r go ods
i nto the mi nd f the pro s p ec
o t i n s u ch vi vi d i ma ges
tha t hi s des i re to bu y wi ll i mp el hi m to f a vora ble

acti on I t i s n o t s u fli ci en t merel y to kn ow th e b es t
.
w ay i n to hi s mi n d tho u gh th at i s esse n ti al kn owl

,
ed ge W e als o Sho ul d know h ow to us e that knowl

.
64
edge mos t effecti vely , th en mu s t make o urs el ves
an d !
p r ofi c i e n t b y con ti n u a l p racti ce o f o u r kn ow l e d g e
u n til it b ec o mes S ec o n d n atu re to us to ge t o u r i d e as
i n to th e mi n d of th e pro s p ec t i n th e qui ckes t p ossi

ble ti me and wi th the leas t p os si bl e exp endi tu re of
E very i n tell igen t pers o n h as at l eas t a s matteri n g N o R e ason s

F G em “
o f i deas abo u t how sell i n g S h o u ld be d o n e Bu t a
‘
“
.
l ittl e kn owl edge l i ke a l ittl e ability to s wi m i s apt

, ,
to take a man o u t of hi s dep th A n d s ome o n e h as

.
s ai d More d an gero u s th an a l ittl e kn owl ed ge i s

“
,
”
mu c h kn owl ed ge o f thi n gs th at aren t s o Very
’
.
f ew sal es men h ave thorou gh l y s tu di ed th e pri n

ci p l es o f S al es man s hi p An d a very l arge n umb er
.
o f s al es men h ave p o s iti ve i de as abo u t how to s el l
th at are wro n g .
A s w as sai d i n an earl i er c h ap ter of thi s c o u rs e

of s tu dy th e purpo s e w e h ave i n getti ng kn owl
,
ed ge o f sal es man s hi p i s to make o ur ac tu al wo rk
o f s ell i n g easy . We wan t kn owl edge fo r two rea

s o ns — to s ave us f rom maki n g the mi s takes of
'
i gn orance and to help us i n doi n g the ri ght thi n gs

the mos t ej fici en t way .
We Should n o t call it goo d s eaman ship if a cap

tai n wh en n avigati n g h i s shi p in to a h arbor ran
agr o u n d o n a san d bar fro m whi ch h e h ad t o b ack
off ; th en ri pped a hol e i n th e hul l by s tri ki n g a

s u n ken ro ck ; an d fi n al l y wr eck ed th e p i er whil e
tryi n g to do ck hi s vess el S i mil arl y it i s n o t goo d

.
sal esman s hi p to b l u n der abo u t tryi n g to fi n d t h e
65
c h an n el i n to a p ro sp ect s mi n d an d th en to fini sh
’
,
t h e sal e with a c oll i sio n i ns tead of maki ng a safe

l an di n g an d t yi n g u p yo ur i d eas secur el y to hi s de
S e amans hi p
S eamanshi p an d sa es man s l hi p are ali ke in
man y resp ec ts T h e s ea i s a dan gerous hi ghway
.
t o t h e man who ven tu res o u t i n a frai l c o ckl e

s h el l with n o s ai l s o ars or c o mp ass i n t h e ras h n ess
, ,
o f i gn oran c e . Bu t th e expe rt sai l o r h as n o f ear

of wi n d an d waves wh en h e i s abo ard a s tau n ch ,
p owerfu l s teamer an d i n fami l i ar w at ers H e s teers .
with en ti re c on fid en ce at full s peed wh en h e i s o n

, ,
t h e hi gh s e as . A s h e appro ac h es t h e h arbor how ,
e v er h e ta kes n e w p rec au tio n s to en s ur e th e saf e ty

,
o f hi s s hi p
. H e w atch es h i s c o urse al ertl y gui d ed ,
by th e b u o ys an d l an d marks th at i n di c at e th e sa f e
c h an n el
. If it i s fo ggy h e takes no ras h ri s ks H e
, .
”
e ith er w aits u n ti l t h e f o g l ifts o r h e feel s h i s
w ay m or e cau tio u s l y Wh en th e weath er i s cl ear
.
,
h e i s n eith er reckl ess n o r ti mi d H e s l acken s s peed .
wh en safety requi res bu t was t es n o ti me by b ei n g

,
o vercau tiou s As h e n ears th e do ck h e gui des th e

.
v e ss el fearl es s l y i n to h er b erth Thou gh h e kn ows

.
a mi s tak e th en wo ul d be di sas tro u s both to hi s
S hi p an d t o t h e pi er h e i s n o t at al l worri ed o r
,
anx io u s. H e h as p erf ec t c o nfi d en ce i n h i s s ki l l
and knowledge .H e moo rs hi s ves s el s urel y an d ,
p ro c ee d s to d i sc h a rg e h er c argo— al l with eas e .
P rob abl y yo u h ave watc h ed th e d o cki n g of a

bi g s teamer . Very l i kel y it s ee med to yo u rath er
66
T he Selling Proc ess
ti ckl i s h work P erh aps yo u h eld yo u r b reath at

.
t h e mo men t wh en th e cab l es ta u te n ed an d t h e s hi p
s w erved tow ar d th e p i er Yo u thou ght th e bo w.
mi ght turn too muc h an d cru n ch th e edge o f t h e

doc k But th e c aptai n o n th e b ri dge di d n o t ge t
.
ex cited o r fl u st ered H e si mp l y cal l ed i n to p lay

.
the kn ow ledge an d s ki ll i n docki n g wi th whi ch

he w as equ i pp ed f rom previ ou s s tu dy and exp eri
‘
ence .H e mad e h i s s h ip fas t with eas e th e e as e ,
of comp l e t e c o n fi d e n c e i hi ms el f an d i n t h e meth
n
o ds h e empl o yed Then h e pro ceeded with th e

.
n ex t wo rk of h i s j o b th e di sc h ar gi n , g o f th e c argo
h e h ad b ro u ght to p ort o n to th e wh arf ready to
,
receive it .
N o w l et u s s ee how th e i l l u s tratio n i s app i c abl e

l G oo d
,
S al e smanshi p
i n o ur s tu dy o f s al es man shi p .
T h e sal es man who ven tures o u t i n to a t errito ry

W 1 th o u t kn owi n g t h e p ri n ci pl es of sal es mans hi p ,
u n e qui pped with kn owl edge of how to s el l effec
ti vel y i n exp eri en c ed an d i gn oran t reg ardi n g th e

,
Art whi ch h e mus t prac ti ce i n o rder to cl o s e sal es

s u cc ess fu l l y i s l i ke th e fool h ar d y f ell ow who s ho ve s
,
a row bo at i n to t h e s urf o n a ro cky s ho re an d
j u mp s abo ard forgetti n g th e o ars We can s ee h i s

, .
fini s h b efore h e makes h i s s tart It i s p o ssibl e to .
p addl e a bi rch b ar k can o e with o n e s h an d s o n a

’
-
s ti ll po n d bu t it s tan d s n o c h an c e at all of w ea th er
,
i n g a vo yage at s ea .
B efore th e sal es man s tart s h i s fir s t i n depen den t

vo yage h e n eed s to make s ur e both th at h e h as a
67
s ea worth y vessel to sail i n an d th at h e kn ows how

to n avigate it wh en o u t of s ight o f l an d an d wh en
,
maki n g h arbor al i ke Wi th the s ou n d ti mbers of

.
know ledge u nder hi s f eet an d wi th p rofi ci ency i n

,
the A rt of s t eeri ng wha t he knows i n to the mi nd

of the p ros p ect he may s et f o rth wi th confi dence
,
on th e s t ormi es t s eas Lan dl u bb ers fear th e p eril s

.
o f th e s ea b ecau s e th ey d o n t kn ow how to mee t

’
th em But a tru e sail or n ever feel s s o safe as wh en

.
h e i s abo ar d s hi p H e real iz es th e d an gers of hi s

.
call i n g b e tter th an t h e l an dl u bb er bu t h e i s n t
’
,
afrai d of th em H e h as f aith i n hi s s hi p an d i n h i s
.
o wn s eaman s hi p S o it i s with th e s ki ll ed sal es man

.
who represen ts a l i n e i n whi ch h e h as en tire co n fi

d en c e b ecaus e h e kn ow s it thoro u gh l y H e h as n o
, .
h es itation o r dou bt o f su ccess wh en h e b egi ns a

trip thr ou gh hi s territory No thou ghts o f fai l ur e
‘
.
worry hi m H e do es n o t fear th e exp eri en c es h e

.
wi ll en c ou n ter Un der a full h ead o f th e s team of

.
p ow er h e s e ts o u t t o w a r d t h e h a rbor o f t h e p r o s
p e c t
’
s m i n d e n
,
tir e l y c er t ai n th a t h e wi ll t i e u p at
th e d o ck of th e b u yer s d es i re s ti mul ated to
’
,
ac ti vity an d r ec ep ti vity by h i s sal es man s hi p .
Shi pw r eck s Bu t th e oun des t s hi ps h ave b een wrecked by

s
i n effi ci en t n avi gato rs I t wi ll do a sal es man l ittl e

.
g oo d t o b e w ell e q u i pp ed with s ell i n g kno w l edge if

h e i s i n cap ab l e of us i n g i t ari ght Th at h as n o t .
b ee n apprec i ated by l arge n umb ers of men who .
h ave attemp ted s ell in g with n o oth er e qui pmen t

th an th e f acts abou t th eir l i n es S ome man uf actu r .
68
c o n ditio n s an d b uyers n eed s S ec on d it i s eces

’
.
,
sary th a t yo u kn ow how to ge t yo ur i d eas 0 88

‘
mo s t effe cti vel y to th e mi n ds of p ro spects rd .

,
yo u mu s t p rac ti c e ac tu al s el l i n g t h e right W u th e
mo s t e ffici en t w ay u n ti l th at b ec o mes s ec on d
,
n at ur e to yo u .
Do n o t make th e mi s take o f thi n ki n g o f sal es

I s an A rt
Not a Sci enc e mans hip as a s ci ence I t i s an Art We s houl d
. .
h ave s ci en tifi c kn owl edge of s ell i n g pri n ci pl es o f ,
c o ur s e j u s t as a p ai n ter n ee d s t o kn ow t h e p ri n
,
c i pl es o f d rawi n g an d wh at b ru s h es an d p en ci l s
an d p ai n ts are b es t Bu t w e are to us e o ur kn owl

.
ed g e i n ac tu al s el l i n g n o t as sci en ti s ts bu t as Ar t
, ,
i s ts Yo u appreci at e th at th e fi n es t drau ghts man

.
,
th e man who kn ows all abou t th e rul es f o r p ai n t

i n g a p i c tur e mi ght n o t be an arti s t at al l
, He .
mi ght be en ti rel y fami l i ar with th e too l s an d th e

tech niqu e of th e art o f p ai n ti n g yet remain o nl y ,
a draughts man .
So it i s with a sal esman Often t h e man w h o .
i s b es t i n formed re gar di n g a l i n e of goo ds th e ,
man who se kn o wledge i n h i s o wn h ead i s co m

p l e t e, c a nn ot i n fl u e n c e p ro s p ec t s t o bu y In o ur .
o w n exp eri en ces w e h ave kn own o f s u c h c ases .
I t i s evi den t th at kn owl edge i s onl y p art of th e

e qui p men t n ec ess ary to s u c c es s i n s ell i n g For .
tun atel y as w e h ave s ee n i n a previo us c h ap t er

, ,
n a tur al t al en t f o r s el l i n g i s of o n l y mi n o r i mp o r
.
tan ce It i s n o t n ec es sary th at w e be born with

.
es p eci al adap tabi l ity f o r t h e p racti c e of o ur Art .
70
P ro fi ci ency i n s el li n g can be acqu i red by man
“
r
an y /
o res el li gen ce
f . We are n o t l i ke men who s tu dy th e
tt
a
i
d i ti ng bu t who fai l to make th ems el ves
pa n ,
s u c ce s s fu l arti s ts d espit e all th ei r e ffort s an d
kn owl ed ge A n y man who kn ows t h e p ri n ci pl es

.
o f s el l i n g an d who p rac ti c es th e m to the bes t of hi s
a bi l i ty wi ll c h an ge wh at ever h i s n at u re h as b ee n
,
an d wi ll b e c o me an Arti s ti c sal es m an ; th at i s ,
s ki l lf ul i n p erformi n g th e s el l i n g p ro c esses .
Le t u s rec ur agai n to t h e i ll u s tratio n o f th e s ai l or A l w ays b e
A S al e sman
.
W h en h e i s o n t h e hi gh s eas h e s te ers a s traight

c o urse .H e h as a p urp o s e an d d o es n o t s w erve
from it w ill i n gl y H e need s wh at might be cal l ed
.
”
gen eral s eamans hi p o n h i s w ay to p o rt Li ke
“
.
wi s e th e sal es man n eed s to preserv e al ways th e

gen era l charac t er of a s al es man wh en h e i s n o t
‘
e n gag ed i n t h e p ro c es s e s of a s p ec ifi c sal e He .
s ho ul d be al ert ob s ervan t o f all c o n di ti o n s th at

,
aff ec t h i m an d s ho u ld c o n s t an tl y be
, taki n g
meas ures to make s ur e h e i s o n h i s c ours e an d th at
hi s kn owl edge i s ad e qu ate f o r all h i s n e ed s He i s .
”
re qu i red to be o n w at c h with all h i s gen eral
“
p rofi ci en cy e very mo men t H e m u s t be o n t h e

.
l oo ko u t both f o r o p p o rtu n iti es an d f o r d an gers .
Yo u can n ot be a sal es man ei ght hours a day an d

as Abe an d M aw ru s s sai d
”
s o methi n g el s e ag ai n , ,
th e oth er s i x teen ho ur s I t i s n o more prob abl e

.
that yo u wi ll s u cceed if yo u s p en d o nl y p art of your

ti me as a sal es man th an it i s th at th e sai l or wi l l
reach p ort if h e l ets hi s s hi p shift fo r h ers el f two
71
thirds o f th e ti me Ou t o n th e hi gh s eas wh ere
.
,
th ere i s pl en ty of roo m th e cap tain n everthel ess

,
s ees to it th at th er e i s n o rel axatio n fro m seaman
s hi p. S o whether or n ot you are engaged i n an

actua l s p eci fic sal e be a sal esman every mi n ute
, .
Be ready for an y emergen cy th at may ari s e to t es t

y our sal es man s h i p . Never forget th at preparatio n
an d p ro s p ecti n g t h e prel i mi n ary s t eps are j us t as
, ,
mu c h a p art of sal esman s hi p as th e s teps of cl o si n g

t h e sal e .
Bu t t o r etu rn to th e il l us tr atio n of th e sai l or ,
Se lling th e cap tai n o f th e s hi p H e n eed s more th an

.
genera l s eaman s hi p wh en h e i s app ro achi n g a

s p ec ifi c h arbor. It i s n ec essary th at h e kn ow n o t
o nl y n avi gatio n bu t al s o th e parti cul ar ch ann el
,
marks to thi s port W e wi ll s u pp o s e th at h e h as a

.
c h art of th e h arbo r an d kn ows wh at b u o ys an d

,
l i ghtho u ses l oo k l i ke wh eth er h e ever h as s ee n th es e

i den ti cal b u o ys an d l ighthous es b efore o r n o t H e .
i s gui ded both by th e ch art and by th e c h an n el

marks a n d h e reach es h i s moori n gs safel y
~
, He .
kn ows how to ti e u p at thi s do ck b ecau s e h e h as

ti ed u p at oth er d o cks very s i mi l ar to it O nce h e .
i s al o n gs i de th e wh arf with al l hi s l i n es mad e fas t

, ,
h e pro ceeds to th e di sc h arge of hi s cargo .
S o th e s al es man fin ds more th an general sal es

man s hi p esse n ti al wh en h e i s worki n g to sec ure
"
an o rder fro m a p arti cu la r pr os p ect H i s c h art

.
of kn owledge of thi s i ndi vi du al prosp ect s hou ld be

as comp l ete as p ossi ble f or hi m to ma ke i t b efore
72
T he Sellin g Process
he a ttemp ts to get hi s i deas i n to th e mi n d of th e

p ro s p ec t. P ro sp ec ti ng will h ave gi ven th e s ki l l ful
sal es man s u ffi ci en t kn owl ed ge of t h e i n d i vi du al
h e i s cal l i n g o n to app ro ach th e h arbo r en tran ce

,
th e right w ay . S izi n g u p th e b u yer wi l l carry th e

sal es man farth er o n h i s c o ur s e If th e p ro s pe ct
.
i s n ew t o h i m h e wi l l feel h i s w ay c ar eful l y l i ke
, ,
a cap tai n i n a s tran ge h arbo r o r n avi gati n g i n a
fo g. Bu t l i ke th e s ea c ap tai n f ami l i ar with t h e

u s u al c h ann el marks t h e s ki l l fu l s al es man wi l l
,
rec o gn iz e th e s i gn s of att en tio n i n teres t desire

, ,
an d obj ec tio n s an d wi l l be gu i ded by th em to th e

,
d o ck o f d eci s io n Th es e famil i ar c h ann el marks

.
,
s u ppl emen t ed by hi s c h art kn owl edge o f t h e
s p ecifi c p ro s p ec t ac qu i red i n advan ce wi l l en ab l e

, ,
th e c aptai n o f sal es man s hi p fin al l y to di sc h arge

h i s c argo of i deas i n to th e rec ep ti ve mi n d of th e
b u yer i n th e b es t p o ss ibl e c on dition
,
.
S upp o s e however th at th e sail or s houl d att emp t

, ,
to make h arbor with n o advan ce kn owl edge of th e

en tran ce ; th en s ho uld b l u n der al o n g if h e were ,
l ucky en ou gh to get i n p ayi n g no atten tion to ch an

—
,
n el marks o r n o t kn owi n g wh at th ey mean t wh at

c h an ce wo u l d th ere be th at h e mi ght d i s c h arge h i s
c argo ? It certai n l y would be sl i m u nl es s th at h ar

bo r h app en ed to b e free of san db ars reefs s h al , ,
l o w water o r oth er ob s tacl es to n avi gatio n .
I n l i ke man n er the s al es man who has n o chart,

who does n o t kn ow the si gni fican ce of the vari ous
i ndi cati ons to the way the pros p ect thi n ks as the
73
s elli n g
p roces s proceeds , s tands bu t a s li m ch ance
of landi ng hi s own i deas i n the mi nd of the pros
p eot . H e prob abl y wi l l wr eck h i s c raft l o n g b efo re
h e ge ts to th e d o ck of d eci sio n On the o ther hand,
.
the s ki l lf u l , th orou ghly i nf ormed s alesman wi l l

avoi d a l l dan ger p oi n ts and keep drawi n g s tead
i l y nearer and n earer to the clo si n g s t age of hi s s ale .
If h e i s b efogged by un certai n ty, h e wi ll n o t exp o s e

hi ms el f to th e ri sk of wreck an ywh ere al o n g h i s
c o urs e H e wil l dro p an chor temp orari l y i n t h e
.
mi ddl e of th e c h an n el , o r b ack wa ter if n eed be,

maki n g th at h e i s safe
s ure .
Th at i s t h e Art of goo d s ell in g profici en cy , in

whi ch i s mas ter s al es man s hi p I t compri ses .
, as
w e h ave s een , bo th kn owl edge f

o s el li n g f actors and
p ri nci p les , an d the actu al p racti ce f ri ght methods

o
of selli n g u n ti l they become s econ d n atu re . T he

prac ti c e i s p art of o ur l ifel o n g
job of s el f devel o p
-
men t W e are s tu d yi n g th e pri n ci pl es an d metho ds

.
n o w to es t ab l i s h t h e b as i s of k n owl ed ge o r sc i en c e
, ,
o n whi c h to d evel o p o ur Art mo s t e ffi ci en tl y .
A s h as been bef ore, the s ell i n g pro ces s i s

s tated
ma ki n g the pros p ect thi n k what the s al es man thi n ks

regardi n g the li ne of goo ds or the p rop o si ti on pre
s en te d I t i s a pr o cess of transf erri n g men tal i m

.
ages f rom the mi n d of th e s al esman to th e mi nd of

‘
the p ros p ect A n d throu ghou t the proces s the s ales

.
man s hou ld be the i mp ell i n g p arty If aman b uys .
s o methi n g fro m yo u f o r reas o ns of h i s o w n , whi c h
y o u d i d n o t s ti mu l a te i n h i m, y o u ar e no t e n titl ed
74
to say th at you s o ld hi m th e order H e bou ght We . .
are n o t c o ns i d eri n g h er e so cal l ed s al e s whi c h are

-
cl o s ed pri n ci p al l y b ec au s e t h e b u yer w as l ooki n g
fo r wh at t h e s al es man b rou ght hi m We s h all .
s tu d y t h e bo n a fi d e sal e i n whi ch th e sal es man g ets
h i s i d eas acro s s to th e mi n d o f th e pro s p ec t agai ns t ,
mo re o r l ess res i stan ce

'
Ri ght h ere l et u s make a di s ti n ctio n You do n ot ‘

.
s el l goods ; bu t i deas a bou t goods .In man y cas es
th e goo ds th ems el ves are n o t d el i vered u n ti l

af t er
t h e sal e i s c o mpl ete d S o me ti mes t h e p ro s p ec t

.
d o es n o t get a gl i mp se of th e ac tu al good s f o r a
l o n g ti me aft er th e cl o si n g o f t h e s al e ; as w as t h e
c as e i n mi ll io ns of i n s t an c es wh en Lib ert y bo n d s
were s ol d Bi ll ion s of d ol l ars were p ai d o r agreed

.
to be p ai d by pu rch as ers of Lib erty Bo n ds who di d

no t exp ec t to s ee th e ac tu al goo d s fo r mo n th s T he .
s al es me n o f t h e Lib ert y Bo n d c o mmitt e es got
th eir i d eas abou t th e bo n ds i n to th e mi n ds of th e

b uyers an d the s al es were cl osed when that was
,
accomp li s hed T h e d el i very of th e goo d s s ol d w as

.
a matte r o f ro u ti n e .
Let us c on si der th en th e vario u s pro ces s es by

whi ch i deas o r men tal i mages may be tran sferred
, ,
fro m o n e mi nd to an oth er For it i s evi den t th at

.
th e p rofi ci ency of a s al es man i n hi s A rt d ep en ds

who ll y o n hi s eflici ency i n get ti n g hi s i deas acros s
‘
to the p ros p ect Of c ours e w e al l u n d ers tan d it i s a

.
p re re q u i s it e th a t t h e s al es m an s i d eas b
’
e right a n d
c o mpl ete s mc e as w as qu ot ed a f e w mi n u t es ago
, ,
75
The Selling Proces s
ev n
e more dan gerous th an litt l e k n ow l edge i s
a
”
mu ch kn owl edge of thi n gs th at ar en t s o ’
F o r th e.
pur po s e of thi s ch ap te r w e are ass u mi n g th e sal es

man i s full y equ i ppe d with eff ec ti ve kn owl edge an d
n o t cu mb ered with erro n eo us i d eas abo u t sell i n g
fac tors o r pri ncipl es of sal es man s hi p In fo l l ow .
i n g c h ap ters whi c h wi ll co ver th e s teps of th e sal e ,
wh at th e sal es man s houl d kn ow abou t variou s fac

tors o f sell in g an d abou t s pecific pri n ci pl es wi ll be
c o ns i d ered . We al ready h ave tou ch ed o n so me of
t h e p oi n ts i n th e previ o us c h ap te rs o n T HE
“
.
” ”
S ALE S an d T H E MAN Now w e are re
.
s tri cti ng o urs elves to th e gen eral s tu dy of th e means
and methods by whi ch i deas may be c o mmun i c at ed
mo s t eff ec tivel y fro m t h e sal es man to th e pro spec t .
I deas are Withou t en cro achi ng o n th e subj ec ts of oth er

M ental I m ag es
c h ap te rs how ever w e wi l l bri efl y gi ve atten tio n to
, ,
s o me g en eral f eatur es of th e i deas t h e sal es man
s ho ul d h ave si n c e w e can n ot w el l c o n s i d er wh at h e
,
i s to tran s fer t o th e mi n d of th e p ro s p ect an d how

to make t h e transfer mo s t effec ti vel y un l ess w e ,
have a cl ear u n ders tandi ng o urs el ves of wh at i s

”
mean t by i deas
“
.
For th e pres en t l et us n o t call th em i deas bu t “

,
”
men tal i mages Th en w e s h all c o mpreh en d with
.
o u t vagu en ess th e tru e mean i n g o f i de as .
”
Web s ter defin es a men tal image as t h e repro
“ “
d uc tio n i n memory or i magi n atio n of s ens ati ons o f

s i ght
, ,
—
to uch h eari ng etc bro adl y an i dea
, ,
”
.
We ll repeat th at definitio n to fix it i n o ur mi nds

’
.
76
T he Sell in g Process
ai r b aked by y o ur
i tor In Lo s An gel es b u si
rad a .
n ess men are wo rki n g with th ei r wi n d ows o p en
thi s mi n u t e an d en jo yi n g fres h air th at i s j us t

warm en o ugh to be c o mfortabl e an d n o t s o warm
”
as to be o pp ress i ve .
T he s al es man makes suc h reali s ti c s ens e im

pres s io n s th at th e D etroiter reall y h as th e sens a
ti on of goo s e fl es h all o ver h i m wh en th e b lizz ar d
-
i s men tio n ed A h al f mi n u t e l at er h e i magi n es how

.
it wo ul d feel to si t by an office wi n dow th at w as

o p en fo r th e admi ss io n o f gen tl e bree z es su c h as h e
e n jo ys so m u c h i n D e troit o n s u mme r d ays Bu t .
al l t h e whi l e h e h as b ee n fe el i n g i ma gi ned c ol d an d
b al my h eat th e D etroit er actu al l y h as n o t b udged

,
fro m hi s offi ce an d h i s s team radi ato r .
Yo u appreci ate th at if thi s real es tate sal es man

h ad sai d to t h e pro sp ec t f o r Lo s An g el es city l ots ,
T h e te mpe ratur e o f S ou th ern C al ifo rn i a i n wi n ter

i s forty degrees war mer o n th e average th an it i s
here h e would no t h ave b een nearl y s o eff ec ti ve i n
,
presen ti ng hi s p rop o s ition H i s s tate men t woul d

.
n o t h ave reprodu ce d i n i magi n atio n an y s en s e i m

“
p ress io n. Th a t i s t h e p ro
,
s pe c t wo u l d n o t h ave
e xperi en ced i n h i s o w n mi n d an y s ens e of c old or

of warmth T h e s tatemen t woul d h ave see med to
.
hi m j us t an ab s trac tio n an d wo ul d n o t h ave s ti mu

l ated hi s o wn h ea t s ens e an d c ol d se ns e an y more
than if t h e sal es man ha d n o t s ai d a word abou t th e
78
T he p oi n t f al
o l thi s i s th e i mp tan
or ce o u t l B u
f i I d easil d i n g
i zi ng the s ens es of the p rosp ect when attemp ti n g
to transf er i deas f rom you r mi n d to hi s T h e s al es . .
man who says T h e te mperature o f S o u th ern C al i

,
“
fo rn i a i n wi n ter i s fo rt y d egrees warmer o n t h e

”
average th an it i s h ere , i s app e al i n g directl y an d
ex cl u s i vel y to men ta li ty . P erh aps h e thi n ks h e i s
taki n g th e s hort c u t fro m mi n d to mi n d S o h e i s .
,
as to t h e f act of t h e differ en c e i n temp eratu re B u t

‘
the f act i s n o t i n i ts elf s ti mu la ti n g to defi ni te i mage

maki n g . S ens e i mp res si ons , h ow ever, s u ch as the
firs t s alesman made, bui ld u p i n the mi n d of the
p r os p ect ex act l y th e i deas or men tal i m a ges the
sal es man wan ts hi m to h ave An d th es e who ll y

.
i magin ary s en sation s will s eem to th e pro sp ect

more re al th an an y b are s tati s ti cal facts abou t C al i
fo rn i a c l i mate .
I t i s n o t s u ffici en t ; th en th at th e sal es man be

,
”
e qu i pp ed with fac t id eas ! u oti n g c atal o gu e
“
.
p att er i s n o t p rofi c i e n t s al es man s hi p T h e i de as .
i n t h e s al es man s o wn mi n d mus t be s ens ory men tal

’
i mages o f h i s go od s ; an d i t i s hi s f u ncti on to s ti m
a l ate an d i nduce the rep rodu cti on i n th e p ros p ect s
’
i magi n at i on of s en sati ons n o t t o i mpress facts

,
merel y H e mu s t tran s fer s en s e eff ec ts fro m h i s

.
mi n d t o t h e mi n d o f t h e b u yer i n order to d e ,
s erve t h e res u l ts o f goo d sal es mans hi p t he c o n ,
fi d en c e an d faith o f th e pro s p ect an d h i s n ame o n

t h e o rder b l an k .
I t i s abs ol utely es s en ti al theref ore tha t the i m

, ,
79
the s al es man s mi nd be s ens e

’
p res si ons on own
i mpres si ons ; si nce he canno t transf er such i mpres

s i o ns to the i magi nati on of the pro s p ect u n l es s he
hi ms elf actu all y has exp eri enced the s ens ati ons re
g di ng the goods whi ch he attemp ts to get across
'
a r
to the o ther f ell ow .
If yo u r
are
p pe ari n g to go o u t an d s ell a l i n e
of vel vets fo r i nstan ce an d wan t to i mpress o n

, ,
p ro s p e ct s th e p erf ec t s moothn ess an d s l eekn ess o f

t h e fab ri cs f eel of th e cl oth with your fin gers
, .
S ti mu la te men ta l i mages of s mo othnes s and s leek

ness t hrou gh th e us e of you r tacti le sens e Th en .
y o u wi l l be mu c h b ett er ab l e to s ti mul ate t h e re

p ro du ctio n o f s u c h i deas i n th e i magin atio n o f th e
pro sp ec t .
Often a s al es man pres en ts hi s l i n e un c o n vi n c
i n gl y Us u all y t h e reas o n h e fai l s to c o n vi n ce i s

.
th at h e l acks rea l sens e i mpres si on s of h i s goo ds .
H i s i deas are vagu e , n o t di s ti nc t T h e i deas h e

.
gets acro ss to th e pro s p ec t s mi n d are no more

’
cl ear . H en ce, b efore yo u s tart th e pro c ess of

tran s ferri n g your i deas , be s ur e th at yo u h ave
s en s e i mages to tran s fer, f or the men tal i mage
you w an t to s ti mu late i n the buyer i s the repr o
du ct i on i n hi s i magi nati on of s ens ati ons , as Web
s ter d e fin es
Now w e wil l turn to th e actu al trans fer of men

t al i mag es to t h e means an d method s by whi c h
,
i deas may be c o mmuni cated mo s t effec ti vel y fro m

80
th e mi n d of th e sal es man to t h e s ti mul ated i mag

i n ati ve mi n d o f t h e pro s p ect .
There are o n l y three mean s by whi ch i deas may

be c o mmu n i cated fro m o n e p ers on to an oth er
words , tones an d movemen ts
, Let u s c on si der
.
the m i n th e revers e order of th eir i mp ort an ce .
Of th e three mean s o f co mmu ni cation words ,
are l e as t i n i mp o rt an c e to t h e sal es m an To a .
teach er of S pell in g words might be th e mo s t i m

,
p ort a n t m e a n s f o r c o mmu n i c ati n g to p up i l s i d e as
o f mere l ett ers an d s yl l ab l es . Wo rds are the bes t

means us ua lly f or the commu ni cati on of bare i n
, ,
f or m a ti o n. Bu t wor d s s p o k en i n a m o n oto n e an d
withou t an y acc o mp an yi n g actio n are n o t at all
l i kel y to s ti mul ate i mage maki n g by a pro s p ec t
‘
Li s ten to a s tory read i n a dro n i n g voi ce by a

l i s tl es s reader who p u ts n o exp res s io n i n to th e
words by eith er hi s voi ce o r ges tur es Th en l i s ten
.
to th at s ame s tory wh en th e read er s voi ce i s vi ’
bran t wi th fee l i n g wh en t h e to n es fairl y s hu dder

,
at t h e gri sl y pass ages wh en t h e word s of horror

,
are a cc o mp an i ed by qu i veri n g s o f t h e reader s bo dy

’
an d by t h e b u l gi n g of h i s o w n eyes — w h y it makes ,
y o u r h ai r s t a n d o n e n d n o w ; wh er e as y o u l i kel y
wen t to s l eep i n th e c ours e of th e dron i n g readi n g .
Very few s al es men real iz e th e relati ve i mp or

tan ce of word s to n es an d mo vemen ts i n g etti n g
,
i de as acro ss to th e mi n ds of pro sp ects F ar too .
mu ch emp h as i s i s pl ac ed n owadays o n a goo d

“
”
s al es t alk . S al es men wo rk u p a patt er th at
81
‘
so u n ds purel y mec h an i cal

wh en th ey ree l it off .
T hey j u s t h ave s o man y wo rds i n th eir s ys te ms and

h ave to get th em o u t Often t h e sal esman who i s
.
l o ad ed o nl y with wo rds thi n ks it n ec e ss ary to di s

c h ar ge t h e who l e b ro ads i de i n v o l l ey aft er voll ey
un ti l h e h as ru n o u t of ammu n itio n C o n s e qu en tl y
.
h e s t artl es att en tio n aro u s es i n t eres t an d th en

, ,
pro ceed s to s hoot d es ire full o f ho l es .
Remember tha t the mi nd of the prosp ect us uall y

i s ei ther negati ve or neu tra l when the s al esman
app ro aches i t wi th hi s i deas O ccas io n al l y th e b uyer
.
i s j us t waiti n g for t h e sal es man to cal l so th at

h e can p l ace an o rder, bu t th at h app en s s o s el d o m
w e wi l l di sregar d it n o w
-
I t i s n eces s ary that the

.
mi nd of the p ros p ect be changed to an affirmati ve

H e mu s t agree with t h e sal es man s
’
atti tude .
i deas B efore h e wi ll do th at h e mu s t be i mpell ed

.
to gi ve hi s confi dence to th e s al es man an d t o t h e

i deas h e presen ts .
Unf ortu n atel y, words are t h e favorite too l s of

t h e l i ar S o p eo pl e h ave grown s us pi cio u s of fai r
“
.
”
words . T h e pro sp ec t i s n aturall y i n cl i n ed t o b e
s ke p ti c al abo u t t h e p att er o f th e sal e s man w h o
c o mes to hi m wi th a sal es t al k c o mmitt ed to mem
o ry an d repeated al mo s t l ett er p erf ec t Words .
h ar den an tagon is m an d make n eu tral ity edge to

ward Oppo sitio n Yo u kn ow th at th e bu yer h abit
.
”
u al l y t akes a s tan d o ffi s h attitu d e wh e n yo u call
“
-
o n h i m Yo u mu s t ge t i n s i de t h e fen c e h e tri es to
.
b ui ld b etween yo u an d hi ms el f But h e i s wary .
82
The Sellin g Proces s
an d watchful o f wh at yo u s ay H e kn ows yo u
.
wan t to get i n an d h e i s o n h i s gu ard to preven t

,
wh at h e regard s as a thre aten ed rai d o n hi s p o cket

boo k .
H e do es n o t rel ax h i s vi gi l an ce so far as yo ur
mere words are c o n c ern ed u n ti l yo u h ave earn ed
more o r l ess o f h i s c on fiden ce An d th at se ldo m
.
i s w o n by wo rd s al o n e .I t i s much better s al es
mans hi p excep t when you have i nf ormati on to
,
i mp art, to us e you r words as camouflage and to

get you r i deas across wi th ton es and movemen ts .
Bu t be c ar efu l n o t to u s e s o muc h camo u flage as

to arou se s u spi cion i n s tead of d i ss ip ati ng it A n .
ex cell en t ru l e f or the sal es man i s to us e j us t as
f ew wo rds as p oss i bl e to expr es s hi s i deas eff ec

ti vely . If th e i d ea can be express ed i n a to n e or i n
a m ovemen t , mi n i miz e th e wo rd s empl o yed i n as s o
c i ati o n with t h e to n e or mo vemen t .
It i s far more difficul t to li e with on e s to n e

’
than with words C on se qu en tl y ton es are no t su s

.
p ec ted s o s tr o n gl y as wo rd s .Yo u are n o t s o

l i kel y to en c o u n t er th e p ro s pec t s mi n d o n guard
’
agai n s t yo u r to n es , an d yo u s t an d a b e tt er c h an c e
of getti ng i ns ide th e b arri er with to n es as a mean s .
O nc e yo u are i n if yo u re all y d es erve h i s co n fi

,
d en c e an d make h i m b el i eve i n yo u , h e wi l l c redit

y o ur words as w el l as yo ur to n es .
Wh at h as b een sai d abou t l yi n g mu s t n o t be mis
c o ns tru ed You are n ot a good s ales man and you r

.
s al es mans hi p i s bad if you f a ll s ho rt o f or go beyon d
83
the tru th i n getti n g i deas acro ss to the mi nd of the
pro sp ect by means of words , t on es , or movemen ts .
Yo u to us e to n es fal s el y to l ull warran

are n o t
t ed s u s pi cio n fro m vigil an c e R eferen ce w as made

.
to l yi n g b ecaus e th e pros pec t us u all y i s i n cl in ed to

”
take with a grai n of sal t wh at th e s al es man tell s
“
hi m .Yo u kn ow y o u are tell i n g th e tru th bu t yo u ,
mu s t c o n du c t yo ur sal es o n t h e b as i s o f u n ders tan d

i n g th at th e pro s p ec t i s i n cl i n ed to do u bt yo ur
s tat emen ts i n s o me d egree .
T he sal es who s tarts o u t with c o nscio us

man
n ess th at h e i s s tr i ctl y tru thful i n h i s s tate men ts
'
an d who thi n ks th at h e wi l l be b el i eved j us t
b ec au s e o f t h e i n h eren t p ower of tru th i s l i kel y ,
to be regarded by th e pro sp ec t as an es p eci all y gli b

talker an d th erefore to be th e more s us pec ted I t .
is f oo li sh to exp ect the pr osp ect to beli eve you r w ords

a lon e It i s c hil di s h to be offen d ed wh en h e
.
s ee ms to qu es tio n t h e tru th of s o me thi n g th at yo u
kn ow i s s o H i s attitu d e i s si mpl y t h e c au tio n o f

.
s el f d e fen s e
-
H e i s as mu ch e n titl ed to p rotec t
.
hi ms el f agai ns t th e ch an c e of dec ep tio n as y o u are

to d emo ns trate yo ur en tir e tru s tworthi n ess .
N ever cha llen ge the beli ef f

o Do n t
a pros p ect .
’
d ar e h i m by maki n g p o s iti ve s t at emen ts yo u kn ow

h e c an n ot r efu te ; an d th en d ep en d o n th e fo rc e of
y o u r wo rd s t o c o n vi n c e h i m of y o u r ho n es t y an d
veracit y D o n t go a t hi m with wo rd s of whi ch
’
.
,
h e i s s ure to be w ary Ge t aro un d h is s us pi cio ns

.
c o mpl i men t yo u i n words of prai se sp o ken i n to n es
o f ho n e y , th en were to wi n k at s o meo ne el se ,
thi n ki n g yo u h ad n o t ob served h i m wo ul d yo u ,
b eli eve anythi n g h e h ad sai d w as s i n cere ?

Agai n w e mu s t remi n d oursel ves th at pro spec ts
are l i ke o urs el ves i n th e attitu d e th ey take wh en
words an d to n es do n o t agree with t h e actio n s of

t h e s al es man .Bu t how f ew sal es men th ere are
who pl an th eir sal es man s hi p with th e definite
u
p p r o se o f e x p r e ss i n g as m an y of th eir i deas i n
movemen ts as th ey p o ss ibl y can .
I t i s abso lu tely i mp os si ble to li e i n acti on s and

keep i t u p . Our word s an d o ur to n es are very
l arg el y go vern e d by o ur vo lition We can make
.
th em wh at w e wi ll We s p eak c o ns ciou sl y Us
. .
ua ll y t h e to n es w e e mpl o y are to n es w e i n ten d to
us e . Bu t many of o ur ac tio n s are su bcon s ci ou s ,

c o n t ro l l ed by wh at w e cal l t h e su b cons ci ou s mi nd
-
.
A nd tha t mi n d do es n o t know h ow to li e Wh en .
w e li e i n ac ts , w e do it by o ur vo litio n Bu t a l ittl e
.
”
l ater w e fo rg e t o u rs el ves , as w e say R eal l y o ur
“
.
tru e s el ves resu me c on tr ol of o ur mus cl es Th en .
by s o me act w e s how wh at t h e tru th i s .
S c i en ti s ts h ave wo rked o u t every i n genious ap

p a ra t u s f o r h
p y s i c al t es ts of t h e tr u th A
. m u r d er e r
mi ght ass ert hi s i n n oc en c e with every o u tward
app ear an c e of verac ity . Yet s ci en tific tes ts of hi s
b l oo d pressur e an d o f n erve reaction s wh en qu es
tio ns are pu t to hi m wi ll p ro ve h e i s lyi n g .
T he app l c a i bi l ity of thi s to sal es manshi p i s

86
thi s :the p ros p ect wi ll credi t the s u gges ti on s made

to hi m i n acti ons of the s al esman ; becau s e i n
tui ti vely h e, l i ke al l men beli eves what he
’
, s ees .
If yo u are s el li n g an arti cl e of great val u e

whi c h makes it n ecessary"
,
to as k a hi gh p ri ce n o ,
words or ton es of yours can c on vi n ce th e b u yer

th at th e wort h of th e arti cl e i s mu c h greater th an
th at of a s u b s titu te if th e su b s titu t e appears of
,
eq u al val u e But if i n h an dl i n g th e two yo u

.
, ,
ar e extra c ar efu l of o n e if you treat i t wi th you r

,
fin gers as if i t were s omethi n g p reci ou s you r ,
movemen ts wi l l con vi nce where you r w ords and
ton es w ou ld h ave f ai led T es t yo urs el f s ome ti me

. .
Hold i n o ne h and an o l d s h abb y book th e onl y , ,
val u e of whi c h i s i n th e w eight o f p ap er it c o n tai n s .
In your oth er h an d ho l d a rare vol u me o f th e

same age c o n tai n i n g p erh ap s s o me p ri cel ess h an d
,
wri ti ng o f a great man W hich book do yo u l ay

d o wn careful l y ? Yo u real iz e th e p ower o f s u gges
tion by actio n D evel op profici en cy i n usi n g it to
.
c o nvi n ce pro sp ec ts of i d eas abo u t yo ur good s .
M an y of u s go to th e movi es to ki ll ti me .
Let s ki ll two birds w ith th e o n e s to n e h erea fter

’
.
S tu dy s cree n actors to di s cern j us t h ow they create

efi ects by thei r acti on s an d expres si ons An al yz e .
”
th e i mpres s io ns th e y make o n yo u T h e mo vi e s .
h ave proved th at almos t any i dea or men tal

i mage can be transf erred to on e mi n d f rom an other
wi thou t the us e of words or ton es S tu dy how .
C h arl i e C h apl i n an d Do u gl as Fai rb an ks an d
87
T he Selling Process
M ary Pi ckf ord “

get th eir i deas acro ss to yo u .
Th en mas ter th e art of th e silen t drama of sal es

man shi p .
Sh ow th e As w as sai d at th e b egi nn i n g o i dera

o f o ur c n s
tio n o f th e su bj ect of th e S hi p or Art of sell i n g ,
the ej i ci en t s al es man works to get hi s i deas i n to

the mi n d f the
p rosp ect i n
o the qu i ckes t p os si bl e
ti me and wi th the leas t p ossi ble expendi tu re of
effort Gi ve you r p ro sp ect a pi c t ur e to l oo k at , a
.
defi ni te mental i mage . wh en yo u can h ave it

An d ,
a mo vi n g p i c tur e If yo u are ab l e to do thi s yo u

.
will be a profici en t sal es man Yo u won t n eed to .

’
wear o u t yo ur voi ce o n pro spects .
T h e sc op e of thi s s u bj ec t o f th e S hi p o r Art
o f sel l i n g i s s o great th at a s i n gl e c h ap ter can n ot
c o ver it . T h e ni n e ch apters to fo ll ow wi ll trea t

o f vario u s s p ecific se lli n g s tep s an d o f th e Art of
taki n g th ese s teps mo s t effec ti vel y Therefore w e .

,
will n o w sus p en d o ur gen eral c o nsi deration of
e n ed
A rt D fi R ememb er finall y th at Ar t i s eff ec ti ve doi n g .
T h e pu rpo se w e h ave i n worki n g to make o ur

s el ves p rofic i en t i n th e se l li ng Art i s to ren d er
ours el ves mo re c ap abl e of th e ac tu al d oi n g of wh at

w e h ave b ee n tryi n g to do — th e cl o s i n g of s al es
th e mo s t e ffici en t w ay A rt i s n ot j us t p o li s hed
.
work . It i s ri ght work cons ci ous ly don e u n ti l th e

ha bi t becomes s econ d n atu re .
88
CHA P T E R IV
P R EP ARAT ION
“ ”
T h e F i rs t o f the P re p a ra t o ry S t e p s o f the
S e l l i n g P ro c es s
G OOD man y sal es men ha ve ye t to l earn tha t

it i s far more i mp orta n t to s tart s el li ng
ri ght th an it i s to b egi n cal l i n g o n pro s p e c ts ri ght
away . A c o n s i derab l e prop ortion of sal es man

”
agers , too , h ave acu t e h urryi ti s a n d hu s tl e sal es
“
men o u t i n to th e fi eld i na de quatel y prepared P oor

—
.
P rep arati on whi ch i n cl u des t h e s tep s of P ros p ect

i ng, P l anni n g the A pproach, an d P lan ni n g to Get
an A udi ence — is res p o n s ibl e fo r mo s t of th e fail ures
i n sal es ma ns hi p T h e sa l es man who i s thorou ghly
.
re
p p ar ed f o r h i s i n t er v i e w with t h e b u y e r h as
taken o u t th e b es t p oli cy of i ns ura n ce o n hi s o wn

s u c cess as a sa l es ma n .
Unf ortu na t el y very few empl oyers are tho rou gh

i n th eir prel i mi n ary tra i n i n g o f sa l es men . I t is
l i kel y, th erefore , tha t mos t o f yo u who rea d this
book s till l ack part of th e prepa ra tion yo u s hou ld
have received b efore yo u were s en t o u t to cal l o n
y o u r fir s t p r o s p e c t
. P r ob a b l y y o u f el t th a t wh e n
y o u c o m p l e t e d t h e p pr e ara to r y c o u rs e r e qu i r ed b y
y o u r ho u s e , y o u w e re r ea d y to ta c kl e b u y e rs a n d
89
that al l yo u n eeded was a littl e exp eri en ce

“
.
yo ur origi nal p repara tio n f o r s ell i n g y o ur l i n e

i nade quate an d yo u have
,
”
s i n ce o n y o u r o wn h o o k
“
,
a h andi cap whi ch you s hou ld get ri d of at
A c on tes ta n t who s tarts a ra ce l ame has

l ittl e c han ce o f wi n ni n g . I f yo u are gett i n g b
p re tty oft e n n owa days go ba ck an d b egi n
,
a gai n p rep ari ng yo u rs elf to s el l a n d do,
i n ary job right thi s ti me R ea liz e a t th e

.
fitti n g yo urs elf fo r s el li n g th e li n e

D o n t c oun t o n
’
i s you r j o b .
p re pare yo u
— h e o nl y ca n h el p
S o meti mes it i s very l ittl e for i n ma n y cas es h e
,
d o es n t kn ow wha t pre para tio n fo r s el l i n g i n

’
v o l ves
W e are co ns i deri n g i n this c hapte r o nl y th e fi rs t

of t h e P repara tory S teps of th e sa l e th e oth ers—
bei n g P ros p ec ti n g an d Plann i n g fo r th e Approa c h
,
a n d t h e Au d i e n c e . For la ck of a b etter word o ur

s u bj ec t i s en titl ed P repa ra tio n ; tho u gh w e l i mit
o u rs el ves a t p res en t to th e s tu dy of th e preli mi nary

p p
re a ra tio n f o r s el l i n g,whi c h p re c ed es t h e la t e r
s t eps of ( 1 ) P ro s pec ti n g 2
( ) pp
, A ro a c h a n d (
, 3 )
Au di en ce .
It wi ll h el p us to fix th e es s en ti als of P repa ra
tio n if w e di vi de o ur s u bj ec t and cons i der it i n
three p arts Fi rs t P reparati on i n K nowledge of
.
,
the l i ne to be rep res ented; S eco n d P reparati on of,
the s a les ma n hi ms elf i n fitnes s f o r meeti ng pros
90
p eets ; a n d , Third , P rep arati o n f or the us e o f the
kn ow l edge acqui red .
Unl ess t h e s al es man i s tho rou gh l y prepar ed Three P art s

Of P r epar a ti on
i n al l three resp ects , h i s prel i mi na ry prepara ti o n
for a c tual s el l i n g i s i n ade qua te H e wi l l be
.
han di ca pped i n h is Pr os pec ti n g , i n P lan n i n g h is

Approach , i n P lan n i n g to get a n Au di en ce ; an d
i n a l l th e l a t er s teps o f sa l es ma n s hi p .
N o w l et us ma ke a dis ti n ction b etwee n o ur p res

en t three h ea ded s u bj ect a n d th e s tu di es w e al rea dy
-
have ma de o f T h e S al es T h e Man an d T h e S hi p
, .
W e c o ns i dered th en K n owledge th e S ales man ,
H i ms elf an d th e effec tive Us e of K now l edge j u s t

,
as w e a re d oi n g n o w Bu t i n t h e fir s t th ree c h ap
.
t ers we were l ooki ng a t o ur s u bj ects fro m t h e s tan d

oi t m Now t ’
p n o i t h e s al es a n w e
. ak e t h e bu yer s
vi ew . We are to s ee wh at kn owl edge wi l l be o f

s ervi ce to hi m ; how t h e s al es man s ho u l d fit h i m
s el f to r en d er s ervi c e to t h e b u yer ; t h e w ays i n
whi ch th e s al es man s kn owl edge s hou ld be ar

’
ran ged for us e i n th e s ervi ce of variou s b u yers .
T h e s al es man s kn owl edge of h i s l i n e s ho u l d

’
be exact an d comp l ete i n o rd er th at h e may gi ve

to th e bu yer defin it e an d ful l i nformatio n abo u t
wh atever might in fluence a favorabl e d ecis io n o n
th e s al es man s p rop os itio n In ac qu i ri n g this
’
.
kn owl ed ge p rep arato ry to actu al s el l i n g t h e s al es ,
man s houl d n ever forge t th at the o bj ect of th e tru e

s ales man i s to do the bu yer a rea l s ervi ce T h e .
s al es man who d o es n o t b el i eve tho ro u gh l y i n h i s
91
lin e ot ren der a real s ervi ce to pros pec ts o n

can n
who m h e calls H ence if th e kn owl ed ge yo u

.
,
ac qui re abo u t y o u r l i n e c o n vi n c es yo u th at yo u
woul d lack faith i n th e goo ds o r i n th e hous e yo u

h ave i n ten ded to repres en t yo u s houl d do o n e of
,
two th i n gs th en an d th ere E i ther qui t s ell i n g that

.
li n e, or get mo re know ledge whi ch wi ll su pp l y you

wi th the fidence you have l acked
con .
C om pl e te We s h all ass u me however th at th e lin e yo u

, ,
h ave chosen an d th e ho use with whi ch yo u work

ins p ire yo ur s i n cere bel ief i n th eir worthiness Yo u .
are prep ari n g y o ursel f wi th exac t an d c o mpl e te
kn owl edge s o th at y ou r mi n d will be s tored with

fac ts b u yers s hou l d kn ow to o for their o wn be ne
, ,
fit Of c ou rse yo u woul d be u n wise to u nl oad o n

.
every b u yer all y o u kn ow abou t y ou r l i n e It i s .
u nl i kel y th at an y o n e p ro sp ec t wil l be i n te res ted i n
y ou r c o mpl e te s tore o f kn owl e dge B ut yo u mu s t

.
carry i n y ou r h ead a ful l s to ck of fac ts if yo u
woul d be rate d as an effici en t sal esman by every

man o n whom yo u call .
Your s to ck of kn owl edge s ho ul d be as n earl y

c o mpl e te as p o ss ib l e fo r t h e same reas o n th at a
departmen t s tore carri es s u ch a grea t varie ty of

merch an dise No o ne cu s to mer of a departmen t
.
s tore i s a pro sp ec tive b u yer of an ythi n g an d every
thi n g th e e mp ori u m sel ls E ac h c us to mer i s i n

.
divi du all y i n te res ted i n o nl y a n arrow ran ge of

thin gs that th e s tore offers Bu t all th e cus to mers
.
c o mbi n e d h ave in teres ts i n al l th e goo ds s o l d i n th e
92
T he Sellin g Pro ces s
E very i ns tance of thi s s ort i s a f ai lu re i n servi ce

to the bu yer It i s j u s t th e sa me as t h e cas e of a
.
s tore whi c h l e ts a n y p ro s p ec ti ve pu rch aser go aw ay
withou t suppl yi n g hi s nee d, b ecau s e a cl erk di d n o t

kn ow t h e re q uire d arti cl e w as i n s to ck, o r c oul dn t
’
fi n d it . S u c h in s ta n ces o f fail ur e i n s tore s e rvi ce

woul d be c o mmo n an d i n evitabl e if th e emp orium
merch an di se s to ck were n o t sys tema t i zed A n d .
l i ke wi se th e sal es man will fail i n s ervi ce of kn owl

edge to p ro s p ec ts u nl ess eve ry fac t i n hi s men tal
s tore i s p u t aw ay i n h i s mi n d accor di n g to a p lan
with whi ch h e i s s o famil i ar th at al l hi s kn owl edge

or an y p art o f it wi ll be avail ab l e to h i m wh en ever
h e need s it .
It is bl e wh en a sal es man i s preparin g to

a dvi s a
s ell a c erta i n l i n e f o r hi m t o make a writte n c h art
of th e kn owl edge h e ac qu ires By redu ci ng h i s.
kn owl e dge to this cl assi fi e d form h e wil l be ab l e

to r ec all an y p art of it to hi s memory wh en n e e de d ,
by j u s t V is io n i n g with h is mi n d s eye th e actu al

’
ch art . Yo u kn ow th at wh en yo u rea d a p o em
an d c o mmit it to m em o ry y o u wi l l r ecall ea ch
,
s tan z a s p l ace o n th e p age as w el l as th e wo rd s

’
.
S o it i s with a ch art . E ac h s ec tio n ai ds i n t h e

rec oll ec tio n o f oth er p arts as s o ci ate d with it .
Wh en a sal es man i s s tumped by an obj ec tion

“
or a qu es tio n fro m s o me cu s to mer h e can n ot cal l ,
to mi n d al l h is u n organ i zed kn owl e dge in an i n

s tan t . Bu t if th e sal es man h as mad e a chart of
wh at h e kn ows h e n eeds but to i magi n e hims el f
,
94
l ooki n g at th at c h art Th ere h e will fi n d i mmedi
.
a tel y i n gr ap hi c fo rm al l t h e sal i en t p oin ts o f h i s

,
kn owl e dge .
A ch art s u gges tion fo r th e s u mmary o f kn owl U si n g Ch ar t

e dg e abo u t goo ds i s att ach e d to thi s p ag e .
Le t u s l oo k at s o me o f th e de ta il s Thi s ou tl i n e
.
i s o n l y o f h eadi n gs . E ach s al es man s hou ld fi ll i n

t h e fac ts u n der th e s everal c ap tion s fo r th e p art i cu
l ar l i n e h e repre s en ts . We s h al l c on s i der merel y a
fe w re as o n s f o r s ecu ri n g kn owl edge o f thi n gs th e
sal e s man oft en f ail s to l e arn .
”
“
Hi s tory o f th e Goo ds K n owl e dge o f thi s
.
factor o f y ou r l in e will fas ci n ate you r o w n in ter

e s t an d wi ll gi ve y o u an e as y w ay i n to t h e i n te re s t
,
o f a p r o s p ec t I t i s as ton i s hin g th a t w e kn ow s o
.
l ittl e o f t h e hi s to ry of t h e c o mmo n es t arti cl es .
Thi n k wh at an adde d app eal th ere i s i n s el l in g a

p i e c e o f dres s goo ds ma de of l o n g S ea I sl an d c o t
to n i f th e sal e s man can th row i n a re mark a bou t
,
th e re as o n w h y th e fib e rs of s u c h c otto n ar e un
u s u al l y l o n g. I mmedi atel y h e gi ves in divi du al ity
to th e cl oth I t n o l o nger i s j u s t a s tri p o f c otto n
.
l ike an y oth er p i ec e o f dress goo ds .
N ex t gl an ce at th e h eadin g un der Fac tory K n owl

e dge — “
Grade o f Wo rkers
”
F ew o f u s ever thin k
.
,
u n ti l we s ee s o me thi n g l i ke a Ford E du ca tio n al

“
W eekl y at th e mo vi es o f th e hu man b ein gs who

”
,
man ufac ture arti cl es i n c ommo n u s e S upp o s e .
th at yo u are s ell in g c on fec tion ery : yo u c an empl oy

very eff e c ti vel y a typ i c al i n c i den t o f th e fac tory
95
p ro c ess , to i l l u s tra t e t h e hi gh grad e of t h e em
pl o ye s who mak e th e c an dy . I n s tead of sayi n g

th a t th e box es are p acke d by exp eri en ced girl s tel l ,
a cu s to mer abo u t o n e girl i n p ar ti cu l a r who t ake s
grea t p ai n s with h er work

T h e whol e s u bj ec t o f S o ci al I n dus tri al C o n di
“
-
I nte r es t ”
tion s Un der Whi c h th e Goo ds Ar e P ro du ced is
val u ab l e t o th e s al e s man who h as re as o n to be pr o u d
o f t h e w ay h i s l i n e i s ma de i n t h e fac to ry . C l oth
i n g s al es man u s e t o fi n e advan ta ge th e ir kn owl edge
o f th e m o d el ta il o r s ho p s i n whi c h t h e garmen t
workers are empl oyed An y sal esman repre s en t

.
,
i n g an y l i n e c o ul d mak e s i m il arl y e ffec tive u se o f

,
fac ts abou t th e pl an t wh ere hi s goo ds are man u

”
fac ture d . Thi s i s an age o f hu man in teres t
“
.
P eo pl e al way s are mo re in teres t e d n owadays i n

oth er p eop l e than th ey are i n thi n gs .
Th en n ote al l th e p oi n ts o f Hou s e P ol icy th e

“
s al es man s ho u l d kn ow i n o r de r to gi ve t h e p r o s
p ec t f u ll s e rv i c e o f e xac t k n ow l e d g e c o n c ern i n g
th e l in e . An d foll owi n g th es e c ome d e ta il s of
”
S ec on dary K n owl e dg e whi ch wil l en abl e th e
“
sal e s m an t o an s w er an y qu es tio n th a t may be a s ked
hi m with reg ard to th e g oo ds . An d fin al l y th at

,
hi s kn owl e dg e m ay n o t b e n arrow e d to hi s o wn
l in e al on e th e sal es man s ho ul d be as thor ou gh l y
,
a c qu a i n t e d as p o ss ibl e with th e l in es o f hi s prin

ci p al C o mp etitors
“
.
S upp o s e y o u h ad c o mpl ete an d e xac t i n fo rm a

tion at yo ur c o mman d regardin g y our hous e an d
96
th e goo ds yo u repres en t, s o th at yo u o
c u ld fi ll
i n th e data u n der eac h h ea din g whi c h i to app l e s
y our l i n e Thin k wh a t in c reas e d re s p ec t y o u wo ul d

.
h ave fo r wh at yo u represen t ! C o rres p on din gl y

how yo u c ou ld i n crea s e th e res p ec t o f y o ur pro s
p ee ts f o r y o u r l i n e a n d f o r y o u rs e l f by you r ,
con s ci ou s n es s an d you r u s e of a l l th e f act ors of
kn ow l edge at you r comman d . Wh y , a s al es man

of toothp i cks wou ld be s ell in g a r o man ce i n s tead
o f mere s pl i n ters o f woo d !
It wil l be n ece ss ary if y o u are t o su ccee d i n Make I de as

,
an y big w ay th a t y o u a c tu al l y b e a z eal ot i n y o u r
B i g
,
s el l i n g
. You mu s t dedi cate you rs elf to you r j o b .
That i s n o t p o ss ibl e u n l ess yo u make th e i deas

y o u are s el l i n g bi g Toothp i cks are pro s ai c T h e
. .
roman ce an d th e fas ci n ation are i n th e hu man

fac tors an d i n th e raw materi al factors o f th e
c o mm o n pl ace pro du c t Won derful l y in gen iou s ma
.
c hi n e s h a d to be de s ign ed f o r t h e man u fac tu re o f
tooth p i cks fo r all th e pro c es s es th e woo d go es

,
thr ou gh i n th e factory T h e men a n d t h e trees

.
an d th e ma chi n e s are d e ta i l s abou t tooth p i cks th at
th e b u yer can n ot s ee u n l e s s y o u vi vif y th e m fo r

him . In s o d oi n g yo u ren der hi m a servi ce f o r
, ,
h e i s al ways gl ad to kn ow b e tter wh at h e i s bu yi n g .
C o mp l ete K n ow l edge of th e goo ds i s i mp ortan t ,
both b ec au s e o f th e enl arge d s to ck o f facts th e

s al es man c an p u t at th e s e rvi c e o f th e b u y er an d ,
b e cau s e th e s al es man o f kn owl e dge b rin gs to th e

s ervi c e o f th e b u y e r a man o f b r o a des t vi s io n an d
97
The Selling Proc ess
c o mpr eh en s ive thin kin g abou t hi s l in e . K n owl edge

gi ves to the s a l es man a co ns ci ou s n es s o f the bi gn es s
of hi s j o b Nothin g th at i s o f s ervi ce t o man ki n d
.
i s sl ight i n i ts s ign ifi c an c e Th ere i s n o l in e th at

.
c o n trib u te s val u e to s o c i e ty whi c h a tru e sal es man
can n ot fe el ho n or i n r ep r esen tin g if he knows ,
exact l y a n d comp l etel y a ll he pos s i bly can l earn a bou t
that l i n e .
W e h ave appro ach ed th e su b divi s ion o f o ur titl e

whi ch i
es p ec all y c n c e n s o r th e P rep arati on f the
o
S a l es man H i ms elf T h e obj ec t of th at prep aratio n

.
s ho u l d be to fit t h e sal es man for mee ti n g an y an d
e very ki n d o f pro s pe c t T h e sal es man who i s

.
r ea dy to p res en t h i s p rop o s ition onl y to cer tai n

typ es o r cl as s es of men i s l imite d i n effec tiven es s .
T h e sal es man w h o i s di s c onc erted by en c o u n te rs

with crabb ed an d in sul ti ng pro s pec ts l o s es man y
ex cell en t op p ortu n iti es to s el l Often th e cran k .
i s th e b es t b u y er .
Fr e qu en tl y w e h ear s al es men t el l o f th eir meth

o ds f o r h an dl i n g p r o sp ec ts S o me o f th e sch emes
.
s al es men wo rk o u t ar e s o i n g en io us th at o n e w o n
ders wh en h eari n g o f th em wh e th er th ey were n o t

a eft r tho
-
u ght s — gre at i deas th a t came to th e sal es
men after p ro sp ec ts h ad tu rn ed th em down It i s .
a s erio u s mi s tak e t o r el y o n an ass or tmen t of tri cks
an d to grab o n e fr o m t h e b ag eac h ti me a p ro sp ec t
i s met U s u al l y th e r eperto ry of a sal es man s “

’
.
me tho ds i s s ol el y des i gn ed f o r adap tabi l ity to th e

characteri s ti cs i ns te ad of to t h e natu res of b u ye rs .
98
T he Sel lin g Proc es s
P r ep ara tion o n th a t b as is i s fu n damen tal l y wron g,

an d c o n s e qu en tl y d o e s very l ittl e goo d . T h e ri gh t
p p
r e a r a tio n c o n s i d e rs th e crabb e d an d i n s u l tin g
p r o s p e c t a s s i m i l ar i n n a t u r e to t h e c o ur t e ou s p ro s
p ec t .
In order to u n ders tan d thi s l et u s recu r to a

,
de tail of t h e p revi ou s c h ap ter o n T h e Man In .
th at ch ap ter it w as demo ns trate d th at th e raw

materi al of a s al esman i s j us t a b aby A n d as w as .
sa i d th en a b ab y h as n o character
, C h arac ter i s
.
wholl y ac qu ir ed B uyers are made of th e s ame

.
raw ma teri al as s al es men o

It fol l ows th at th e
.
characteri s ti cs of bu yers may o r may n o t be

tru e to th eir natu res H o w u n wi s e it i s th en to
.
, ,
a dap t o n es el f to mee ti n g characteri s ti cs o n l y whi ch ,
may be fal s e i n di cation s of th e n ature of a man .
S o me ti mes a gruff man i s an ki n dl in es s a t h eart .
Wh en a great actor presen ts a pl ay to th e pu bl i c ,
h e do es n o t adap t h i s i n terpre tatio n o f h i s p art to

th e vi e wp oi n t o f an y typ e o r cl as s of p e op l e He .
kn ows th a t fu n damen tall y al l men are mu ch al i ke

i n thei r s u s cepti bi li ty to what may be termed
”
hu man n atu re T h e u ns o p hi s ti c ate d
“
app ea ls .
s c hoo l girl an d th e vi cio u s cri mi n al , o n e s itti n g
i n th e firs t r o w of th e b al c o n y an d th e oth er down

i n fr o n t i n th e gal l ery , are al i ke i n th eir de s i re to
s ee t h e h er o fru s tra te t h e vi ll ai n s pl ots
’
T he .
ac tor s p rep a ratio n o f hims el f i s n t fo r eith er th e

’ ’
s choo l girl o r cri m i n al , as typ es H i s ai m i s to fit

.
hi ms elf f or bei ng u nders tood i n hi s rol e by an y
99
man or w oman wh o mes

co to the theater He .
thin ks of t h e n atu res n o t o f th e

, ch aracteri s ti cs o f
p e opl e .
C o ns i der y o u r prep ara tio n fo r y our p art o f T h e

S al es man i n th e grea t drama o f l ife as t h e ac to r ,
o n t h e m imi c s ta ge regar ds hi s p r ep ar atio n f o r a
s ta g e p ro du c tio n o f a r ol e b e fo re au di en c es c o m
p o s e d o f all s or ts an d vari e ti es o f h uman b e in gs .
P rep are you rs elf fu n damen t all y n o t s u p erfi ci al ly

, .
Th en yo u may be s ur e yo u wi ll be m os t effec t
i ve i n m aki n g th e right i mpres s ion s o n y our p ro s
pee ts . Do n o t dep en d o n tri cks I n s te ad u ti l iz e
.
bas i c p ri n ci p l es whi c h every man y o u mee t wi ll

rec o gn iz e in tu iti vel y a s d em o n s tratio n s of hu man
n atu re b ec au s e o f h i s o wn h u man n a tu r e
, On e .
of th e greates t ac tors o f al l time w as S i r H enry

Irvi n g H i s metho ds of prep aration su gges t to u s
.
how w e s hould prepare ou rs el ves an d th e b as i s o f

,
h i s me tho ds al way s w as s i n cer i ty i n the i n t erp ret a

ti on of hi s p art I rvi n g w as n o t c on ten t however
.
, ,
with maki n g hims el f p erfe c t i n th e ou tward appear

an ce of t h e ch ar ac t ers h e p l ay e d H e v eril y l i ved
.
h i s prin cip al r ol es T h e n obil ity of th e m an al w ays

.
made hi m n ota bl e o ff th e s ta ge an d o n
,
.
Le t u s gi ve o ur a tte n tion firs t to th e ou ter ap

p e ara n c e of t h e sal es man L a t
. er w e wi ll c o n s i der
th e tru e s al es M an i ns i de
-
An d b e ar i n min d th at
.
we are l o o ki n g at the s al es man as th e pr o s p ect

wi l l s ee hi m . F o r w e are n o t c o n c ern ed n o w so
mu c h with th e sal es m an s i n t en ti ons i n prep arin g
’
1 00
min or imp ortan ce o r of n o imp ortan ce at all to
‘
, ,
t h e sal es man ; f or the ou ter s emblance of the bu yer

do es do the bu yi n g
n ot N ever c ons i der it as a re al
.
ob s tacl e It i s j us t an in dica tion of th e b es t way

—o r i s al togeth er n egl i gibl e
.
in si de th e real b uyer
as a fac tor Mo s t buyers feel it i s n ecessary to
.
th eir s el f res pec t th at th ey b l uff a goo d deal to

-
sal es m en .
Now, wh at are th e prin cip al t

el emen s of an
ou tward app ea an c e r th at is fun damen tall y goo d ?

Th e re are four :
1 . R i ght p hys i cal b eari n g ;
2 . R ight featur es
3 . R ight dress ;
4 . T h e ri ght ki n d o f h an ds .
Th es e prin cip al el emen ts of th e ou twar d app ear

an c e o f t h e sa l es man are men tio n e d i n thi s or der
b ec aus e us u al l y th e pros p ec t n oti ces th em i n th a t

se qu en ce .H e i s impres s ed firs t by t h e p hys i cal
b earin g o f a sal esman n ext by h is feat ur es th en by
, ,
h i s cl oth es an d l as t by hi s han ds wh en th ey are

,
brou ght promin en tl y in to pl ay i n th e c ou rs e o f th e

s el l i n g pr o c ess .
P hys i cal b ear in g i s n o t n ec es sa ri l y r el ated to

h
p y s i ca l s iz e I n M a.r k Tw a i n s T h e P rin c e an d
’ “
”
th e P aup er th e real bo y E dwar d c arri ed hims el f
,
so r egal l y th at h e l oo ked every in c h t h e ki n g

“
,
thou gh h i s inc h es were bu t few Ki n gs an d p ri n ces .
are goin g o u t of fas hio n i n go vernm en tal s ys te ms ,
1 02
bu t th e ti me wi l l never c ome wh en an y o n e of u s
”
Ameri can s won t c o n s i der b ein g call e d a p rin c e
’
by o ur fri en ds abou t th e high es t c o mp l i men t th at

c o u l d b e b e s tow e d . T h e p hys i cal b eari n g of th e
sal e s man s ho ul d b e th a t of an A meri can p ri n ce ,
—
withou t arrogan ce o r su p ercil iou sn es s tho s e are
a ttrib u te s o f th e d i s cre dite d Hoh e n zol l ern v ari e ty
—bu t with th e eas y c ons c io u sn ess of equ al i ty i n th e
p r e s e n c e of an y oth e r m a n o n ea rth .
”
I t won t do j u s t to pu t o n pri n cel in e s s Imi
’ “
.
tati o n s s how th y e are c r —

ou n te fe its you mu s t be
a rea l A meri can p ri n ce i n you r na tu re o r yo u can
n o t mai n ta i n t h e p h y s i cal b eari n g o f a man o f
e qu al ity , i n all c ir cu m s tan c e s a n d with an y oth er
m an yo u mee t . Bu t th e in n er cons ci ou s n es s of
p ri n c el i n e ss wi l l n o t gi ve y o u t h e p ys i ca l beari n g
h
o f an Am eri c an p ri n c e Yo u mu s t practi ce t o
.
a cqu i re th at . S t udy th e p hys i cal b eari n g o f t h e

m an w h o at s i ght makes th e i mpres s ion o f n o
bi l i ty
. An al yz e how h e carri es hims el f ; h o w h e
s ta n ds ; h i s mo veme n ts . Do n o t attemp t to c opy
hi m, bu t u s e h i m as a gu i de i n y o ur o wn trai n in g .
Yo u kn ow men who s e phys i cal b eari n g regar d

,
l es s o f th e ir s i ze o r s tren gth wi l l c o mm an d re sp ec t
,
wh erever th ey go P rep are y ours el f o u twardly

.
for sel l in g with th at ki n d o f a b eari n g an d yo u

,
take o u t in sur an ce th at pros pec ts o f al l ki n ds

wil l feel in tu itive resp ec t for yo u wh en yo u en ter
th eir pres en ce .
P erh ap s yo u thin k y ou r featur es were wi s h ed
1 03
T he Selli n g Proc es s
on yo u birth an d th a t yo u can t ch an ge th em
at
’
.
Yo u thin k th at y ou r face i s l i ke To p sy i n Uncl e

”
T o m s C abi n who j u s t gre w Of c our s e th ere
’ “
.
, ,
are d e fo rm iti es of fea tu r e o ccas io n al l y whi c h are
du e t o sl ip s o f N atur e bu t n o t all o f th e s e are

,
a c tu al h an d i ca p s i n s ell i n g Th ere h ave b een man y

.
homely sal esmen who h ave made th e ir u gl i n ess an

ass e t i n th e i r s ell i n g ; b ecau s e it l en t th em in di vi du
”
al ity A n d man l y b e au ty h as b ee n a cu rse to
“
.
thou sa n ds of sal esmen who thou ght it made th em

s ee m e ff em in ate .
M ake Ov er T h e fe at ur es are very mobil e T h e s c owl l i n e s

Yo ur Fe a t u re s
.
”
b etwee n th e eyes o f a h abitu al crab were cu t
th ere by h i s o wn cl aws T h e s n ee rin g n o s e th e .
,
s u p erc i l io u sl y twi s ted mo u th h ave b e en ac qu ire d

'
by h abi t Fe atu r es s o warp ed are t h e h an di cap s i n

.
sal e sm an s hi p ; n o t big e ar s thi ck l i p s l ittl e eye s , ,
an d e n ormo u s n o s e s E ven if a man s c hi n i s h i s

’
.
A d am s appl e it i s o f s l ight c o n s e qu en ce i n its el f

’
, .
T h e fe ature s o f t h e s al es man c an be made tran sp ar

en t ; s o th at th ey wi l l n o t d i s to rt t h e re al man be
hin d th e face P l e as in g featur es can be devel ope d

.
from anythin g exc ep t hi de ous deformity ; s o th at

th e pro s p ec t who firs t s ees th e sal e s man s featur es
’
wi ll be favorabl y i mpresse d by wh a t th ey i n dica te

a bou t th e man .
Yo u n eed n o t go to D r S p ec ial is t o r an y oth er .
s cul p tor o f face s to get y o ur face fi x e d for e ffec
tive se ll i n g T hat i s a home j o b S tu dy what you

. .
ha ve . S top maki n g wron g us es f

o you r f eatu res .
1 04
The Selling Proces s
n ot f o r th e e yes of an y i ndi vi du al , s o s houl d the

sal es man d ress for a l l men , n o t f or an y on e man or
clas s o f men .
Th ere are certain el emen ts of dress whi ch appeal

to al l men a l i ke i n s ome degree C l ean l in ess fo r
, .
,
i n s tan ce ; an d perfect n ea tn ess Bu t th es e qual .
iti es are n o t c orrec tl y exp ress ed if th e sal es man

s hows h e i s m o re i n te res t ed i n keepi n g cl ean an d
n ea t th an i n s el l i n g h i s l i n e An e x ampl e wi l l
.
il l u s trate h o w o n e s houl d be cl ean an d n eat .
A certa in foun d ryman l iked to be c on s i dered a

ro u gh d i am o n d an d o n e of h i s whi ms w a s to s how
,
”
al wa ys t h e marks of hon es t toil o n h i s h an ds an d
“
face an d cl oth es I t w as h i s del i ght wh en ever a

.
parti cul arl y cl ean n ea t sal es man call ed o n hi m to

, ,
s h a ke h an d s i n o rder to d irty t h e sa l es man s fin gers

’
.
Th en th e fou n dryman wo uld ta ke h i s vi s itor o u t

i n to h i s cas tin g room to s oil th e i mm a cul a te s u it
th e sal es man w as w ea ri n g A cl ean n ea t sal es man
.
,
”
i n vari abl y r il ed thi s o l d c o dger at s i ght
“ ’
.
T h e fo un d ryman c on te mpl a t e d addin g a bi g

ma chin e s h 0 p to h i s pl an t A sal es man f o r a ma .
c hi n e too l b u il d er l earn ed of t h e p ro sp e c ti ve b u s i
n ess . Thi s sal es man thou ght h e w a s very cl ever

b ecaus e h e c o n cei ved th e i dea of dres s i n g esp ec ial l y
f o r t h e e ff e c t o n th e e cc e n tri c fo un dryman He .
ca ll ed o n h i s pro s p e c t w ea ri n g a ru s t y s u it th a t
,
b agged at th e kn e es a s oi l ed s hi rt an d gri my c ol l ar
,
.
T h e fo un dryman warmed u p to t h e s tra te gis t at

o n ce Th ey wen t o u t to th e cas tin g room an d th e
.
,
1 06
sal es man took pains to get real dirty with app ar en t
in differen ce to h i s h ands an d cl oth es Th en th ey .
re tu rn e d to t h e offi c e an d s at d own to tal k m ac hi n e
too l pri ces i n a c omrades hip o f sl opp in ess T h e .
s al es m an wip e d h is h an ds o n h i s p an t s n ever hin t ,
i n g th at h e d l i ke to was h u p an d too k o u t h i s
’
,
p e n c i l to fr a m e q u ot a tio ns .
Ju s t th en an oth er sal es man cal l ed H e w as .
dres s e d i n pl ai n bl u e s erge c o at sl ee ve s an d tro u

,
ers n e atl y cre as e d .H i s l i n en w as immacul ate bu t ,
n o t gau dy . H i s s ho es w ere s p otl ess thou gh t h e ,
fin i s h w as dull i ns tead o f s hin y An d i n h i s l eft .
h an d h e carri ed a pair o f ki d gl o ves h e h ad j us t

ta ken off .
T h e eyes o f th e o l d fo u n dryman gl i n te d with

mal i ciou s sati s factio n at s i ght o f h i s vi c ti m H e .
c o u ld n o t r es i s t t h e t emp ta tio n to e n jo y h i s f avo rite
p rac ti cal jo ke S o h e l ean ed cl o s e to th e d irty

.
s al es man s ittin g b es i de h i m .
”
C l ear out fo r an ho u r h e whis p ered u n ti l
“
, ,
I mu ss u p thi s du de .
Hi s c omp an io n chu ckl e d gl ee full y an d l e ft at

o n ce T h e foun dryman wal ked over to h i s n ew
.
c al l er an d s hook h an ds e ffu s i vel y B u t h e di d.
n o t get t h e effec t h e h ad an ti c i p ated T h e c l e an .
fin gers h e dirtied were n o t wiped o n th e s al esman s ’
h an dkerchi ef T h e s al esman appear ed to p ay n o

.
a tt en tio n to h i s ri ght h an d at al l tho u gh h e w as ,
aw are th at it h ad b een grime d H e ann ou n c e d t h e

.
pu rp o s e of h i s cal l an d th e foun dryman i mme di

,
1 07
t
a el y s u gges ted th at th ey go o u t t o th e pl an t f o r
th e ir talk makin g th e excu se th at h e w an ted to
,
watch th e work goin g o n .
Within th e n ex t fif tee n mi n u tes t h e practic al joker

h a d man aged to ge t h i s vi c tim very d irty T h e i m .
macu l a te s u it w as c overed with iron dus t an d th e

n e at s ho es wi th mu d Bu t th e s al es man s howed
.
in teres t on l y i n how h i s machin e too ls might s erve

th e fou n drym an s n ee ds T h e o l d c o dger i n ord er
’
.
,
to h ave m ore fu n with h i s vi ctim pre te n ded to be ,
thorou ghl y i n tere s ted i n t h e sal es man s l in e Bu t ’

.
h e c ou l d n o t pro voke fro m th e s al es man an y s i gn

th at h e w as an n oyed by th e treatmen t h e rec e ived .
Non pl uss ed th e foun dryman grumpi l y l ed th e

,
w a y b a ck to h i s offic e At th e door th e sal es man

.
s how e d c o n cern fo r hi s cl oth es t h e firs t ti me .
”
H e sa i d E x cu s e me a mo men t Th e n h e s tepped
“
.
,
to t h e ou ts i de d oor Ope n ed it an d qui ckl y s crape d

, ,
t h e mu d fro m h i s s ho es o n t h e fro n t s te ps Nex t .
h e took o ff h i s c oa t an d s hook o u t t h e dus t doffe d ,
hi s h at a n d bl e w t h e dus t fro m th a t In l ess th an .
a mi n u te h e was i n t h e offi c e a gai n No w he .
wal ked to th e was hs tan d i n o n e c orn er ri ns ed ,
hi s h an ds wi ped th e m qui ckl y o n t h e fo u n dry

,
man s gri my towel an d sa t d own n ex t to hi s

’
,
pro s pec t who al rea dy w as s ea te d b es i de h i s des k

, .
T h e o l d c o dger hi ms el f c on fess e d wh at t h e e ffec t

on hi m w as H e p er cei ved that the s alesman ha d
.
dres s ed n eatl y and p res en ted hi ms elf cl ean when

he fi rs t came to hi s Ofi ce, no t to p leas e hi s own
1 08
of t h e sal es man an d t o th e qu es tion of prepari n g
th em ari ght for us e i n sal es mans hi p .
Tt an d s d Th e han ds are imp ortan t becaus e th ey are

brou ght s o n oti cea b l y in to us e i n sellin g I t is n o t .
s uffi ci en t ho wev er tha t th ey be n e

, , a tl y mani c ure d
T he way you use your ha nds is wholl y acquired ,
face . If yo u ha ve cl u ms y g a cel es
, s hands , yo u
y ou r c l oth es s houl d
be in co nsp i cu ous an d s houl d
revea l, n o t co n cea l , th e inn er man o f yo u, so s houl d
y o u r han d s a ttr ac t n o n oti ce t o th em s e l v es b u t ,
s ugges t you r quali t i es of ease a nd ski ll i n ma ki ng
y our han ds are n o t es p eci al ly impo rtan t if yo u are

,
prepared t o use the m i nd i oat i o ns of

wi th no
a wkwa rdness B e at eas e wi th you r ha nd s

. T rai n .
th em to be def t, a nd th en you wi ll not be cons ci ous
attent i on di s trac ted f rom yo ur goo ds or yo u r p ropo

s i ti o n to the wa y you are ha ndl i ng you r li ne or
W e have su mma rized no w th e mos t imp ortan t

el emen ts of t h e p reparati ons of t h e o ut er sal es -
Ma n
Nex t le t us c o ns i der how t h e sa l es - Man s hould
prepare hi mse lf i ns ide i n order to s ell mos t
effec ti vely We shall tr ea t
. thi s di vis ion of o ur
110
su bj ect more bri e fly than w e have dis cus s ed th e
factors of o u tward appearan ce We wi l l s p en d l es s .
ti me o n it thou gh th e i n ner man i s far more i m

,
p ort a n t th a n t h e o u t er sa l es ma n ; b eca u s e t h e
es s en ti al s are s o s i mpl e .
W e al ready have referred to th e mann er of an

Am eri can p ri n c e That mu s t be more than ven eer
. .
The s al es man be a pri n ce to the core

needs to .
T h e h eart o f true pri n cel i n es s i s gen u i n e ki n dn es s

Of s p i ri t —
K i n dn ess ki n dly i mp u ls es , thou ghts an d
—
.
acts wi l l do more to con vi n ce the prosp ect tha t you

have co me to s erve hi m than an y other qu ali ty Of
the s a les M an
-
.
Yo u ca n p re
y o
p u
arr
es el f t o b e ki n dl y i n y o u r
a ttitu d e an d i n y o u r c o n du c t toward al l p ro s p ec ts ,
o nl y i n o n e way You mus t f eel an d be ki n d to

.
everybody you meet , always . T h e man w e ca l l a

”
“
goo d mi xer who i s l i ked by all s orts o f peopl e
, ,
i s j us t l oo ki n g at th e worl d with ki n dl y e yes H i s .
ki n d n ess makes h i m i n vari ably cou rteous H e n ever .
wo u n ds by c o n s ciou s i mp ol iten ess Yet al ways h e .
app ears a viri l e Ma n an d n ever i s s i ss i fi ed .
Wh en trai ni n g yo u rsel f as a Man fo r s ell in g ,
remembe r that yo ur b as i c purp o s e s houl d be

S E RV I C E Yo u ca nn ot gi ve th e b es t s ervi c e if
.
yo u h ave to wa tc h yo urs el f to make yo urs el f act

with ki n dn es s Tha t wi l l be n e cess ary at firs t
.
,
whi l e yo u are p repari ng to s el l But after a whi l e .
ki n dn ess s ho ul d be s ec o n d n a ture to yo u B e ki n d .
to everybo dy Do n t thi n k yo u can s cowl an d s n arl

’
.
111
pe opl e who aren t pro s pecti ve bu yers o f your l i ne ;

’
at
then gi ve th e i mpress io n o f s i n cere ki ndn ess when

y u are af ter an o rde r
o P racti c e ki n dn ess o n mea n
.
pe o pl e yo u mee t o u t s i de yo ur tra de i n o rder t o per

fee t yo urs el f i n t h e us e of ki n dn ess to al l t h e c rab
be d i ns ul ti n g p ro s pe c ts yo u ma y e n co u n ter Do n t
’
.
,
ge t s o re wh e n yo u are i l l us ed C o ns i der th e
-
.
e xp eri e n ce a val ua bl e l ess o n whi c h warns y o u
n e ve r t o i l l use a p ro s pec t e ven i n t h e s l ightes t

-
degree .
S o meti mes , of o r
c u s e, it is n ec essary to d o a
man g
a oo d t u rn b y p u n c hi n g hi s j a w B u t if .
that bec o mes n ecessary to hi s wel fare hi t h i m ,
ha r d for hi s o wn b ette rment n o t i n orde r to i n

,
j ure h i m to gratify yo ur o wn res en tmen t agai ns t

hi m K ee p your moti ve ki n dl y wha te ver th e ci r
.
,
c u ms tan ces . A certa i n ki n dl y o l d ! uaker o nce

h a d to deal with a b ul l y H e recall e d th e text
.
,
”
F o r who m th e Lord l o veth H e c h as ten eth He .
deci ded to fo ll ow t h e Lo rd s rul e hi ms el f

’
An d .
h e certa i n l y l o ve d that b ull y goo d an d pl en ty with ,
a p air o f fis t s l i ke r o cks .
Le t o i der n o w th e l as t of the three res pec ts

us c ns
i n whi c h t h e sal es ma n s houl d be thoro u ghl y p re

p are d to s e rv e hi s p r o s p ec ti ve c us to me rs W e .
al rea dy have gi ven o ur a tten tio n to t h e sa l es ma n s

’
P repara tio n i n K n owl ed ge of t h e li n e h e rep res en ts

an d to hi s P re para tio n of Hi ms e l f i n fitn ess for
mee ti n g all pro s pec ts Fi nall y we wi l l thi n k abou t

.
,
112
e mp has ized to a b u yer who s hows hi ms el f th e mos t
i n teres ted i n fini s h Oth er adap tatio ns may be to
.
s uit t h e es pec i al n ee ds o r m oti ves o f t h e parti cula r
pros pec t .
Fifth Fac ts may be arran ged o n th e b as i s of

.
comp ari s on — as wh en i deas a bo u t t h e sal es man s

’
g oo d s a re c o mp a r e d with oth e r i d ea s u n d o u bte d l y

withi n t h e pro s pe ct s kn owl e dge ’
.
S i x th Kn owl ed ge may be arran ged o n th e b as i s

.
o f di fferen ces — th e di re ct r e vers e of t h e fifth

a rran geme n t .
S even th A p erson a li ty i n th e ho u s e repres en t ed

.
by th e sal es man can be u ti l iz ed i n c onn ec tio n with

—
fac ts as wh en th e o l d man or th e bo ss i s
“ ” ” “
qu oted abou t an ythi n g .
I f t h e sal es man s tarts to cal l o n pro spects with

o u t h avi n g mad e vario u s arran gemen ts of h i s
kn owl ed ge o r with th e d el us io n tha t h e can u s e h i s

kn owl ed ge pre tty mu ch th e sa me w ay with al l pro s
p e e t s, h e i s m a k i n g h i s wo rk h ar d T he art of s el l
.
i ng l i es i n ma ki ng s al es wi th the l eas t fi On e
'
e o rt .
b u yer thin ks al on g l i n e by h abit I f th e sal es

one .
man can l earn wh at are th e u s u al men tal proc ess es

of a pro spec t , the s al e can be f aci li tated by tackli ng
the bu yer f rom the angle of l eas t res i s tance .
In or der to be cap abl e o f us i n g

you r kn owledge
mo s t efi ecti vely, i t i s ess en ti al fi rs t th at yo u recog
’
n i ze i t wi ll n o t afi ect a l l men the s ame w ay In a .
l a ter h ap ter yo u wi l l
c be a dvi s ed regard in g t h e
S izi n g u p of t h e B u yer
-
. But l on g b efore yo u mee t
114
an y pro s pec t yo u s hou ld be prep ared to meet the
vari ous ki n ds of p e o pl e to be fo u n d i n t h e wo rl d ,
thou gh yo u kn ow th ey all are human i n th eir

n atu r e . If you have a rep ertory you can tes t ou t a
,
pr os p ect With s even vari eti es o f kn owl e dge yo u

.
are s u ffici en tl y e qu i p p e d for al l cas es
Th erefore be prepared with t h e S even K eys M ust U nl ock

to B al dpate . An d wh eth er t h e p at e be b ald or
“ TnM i d
n o t yo u wi l l b e a b l e to ge t y o u r kn owl e dge i n s i de
, .
Wh at you kn ow wi ll be of practi cally n o S ervi ce to

a bu yer u n l es s yo u can get i t i n s i de hi s mi n d . It i s
n o t s u ffi ci en t j u s t to b ri n g y o u r s to re of fa c ts an d
dump th em o n t h e pro s pe ct s fro n t p o rch If yo u

’
.
have yo u r key ri n g with yo u with t h e fu ll ass ort

men t o f keys yo u can u nl ock s ome door an d take
,
y o u r i d ea s i n to t h e h ea d of t h e m an y o u h av e c o m e
to s erve with you r kn owl ed ge an d your man hoo d .
115
CHAP T E R v
P ROS P EC T I NG
“
T h e S eco n d o f th e P r e p a ra t o ry S t e p s o f th e
S e l l i n g P ro c es s
HE r ge sal es ma n i s o verl y ea ger to b egin

a ve a
a c tu al s ell i n g An d i n thi s ambition h e i s

.
a p t to be en c o u ra ge d by t h e a ve ra ge sal es man ager .
In sal es man s hi p as i n man y oth er ac ti vi ti es o f l ife

, ,
it often i s tru e th at l es s h as te makes more sp eed .
I t do es n o t pay t o rus h t h e P repara tion s teps fo r ,
t h e res u l t o f un d u e h urry i s boun d to be a l o t of

s tu mb l i n g afterwa rd T h e i mp ortan c e of th e pre
.
l i mi n ary prep ara tio n o f t h e sal es man i n kn ow ledge

Of hi s l i n e h as al rea dy b ee n e mp h as ize d i n t h e
,
p re ce din g c h ap ter N o w w e are to rea l iz e th at

.
kn owl edge Of hi s terri t ory an d o f h i s pros p ecti ve

cu s t o mers i s e qu al l y n e ces sary .
M an y s al es men c on s i der P ro s pe ctin g i n a very

n arr ow w a y . The y are o n th e l ooko u t for th e
n a mes o f p e o p l e who might bu y bu t do n o t real iz e ,
t h e bro a der as p e ct o f P ros p e c ti n g They d o n o t .
s ee k co mp rehens i ve kn ow ledge f
o co ndi ti ons in
gen era l through out thei r t erri tori es bu t on l y hot ,
“
”
tips , th at are li kel y to l ea d to o rders .
W e fre q ue r f l fi r r l es me n to o w h o re gard
r sa , ,
Yo u x t an d c o mpl ete kn owledge of yo ur
n eed e a c
terri tory j us t as yo u n eed exac t an d c ompl ete

,
kn owled ge of th e l i n e yo u rep res e n t .DO n o t be

s ati sfi ed wi th an y l ess know ledge .And s i n c e it i s
certai n n o o n e e ls e kn ows all yo u wan t to kn ow
a bo u t y o u r fi el d an d yo u r p ro s p ec ts y o,
u mu s t
make your o wn c oll ectio n of fac ts If yo u exp ec t
.
s o meo n e t o l ea d yo u to yo ur o w n b us i n ess yo u ll be
’
disapp oi n ted Yo u are playi n g s o litai re mo s t of

.
t h e ti me as a sal es man Yo u make th e l ea ds an d

.
do t h e pl ayi n g yo urs el f .
In gen eral it may be sai d tha t yo u can t kn ow

’
U se All
Ch ances too mu ch abo u t you r es peci al field of sal es Bu t .
yo u can was te a l o t of ti me a c qui ri n g inf orma ti o n .
A sal es man s pri n cipal b us in ess is s el li n g cl os i n g

’
,
a ctual or ders It wo n t do to s pen d s o much time

.
’
P ro s pec ti n g that yo u wi ll have n o n e l eft i n whi c h

t o get n ames writte n o n t h e d otted li n e Very few.
sal es men p ro p erl y b al an c e th eir P ro s p ec ti n g an d
their hus tli n g for orders T he f au l t usu all y i s du e

.
to f ai lu re i n u ti li zi ng al l the opp ortu n i ti es f o r

P rospecti ng whi ch mi ght be u s ed wi thou t di mi n
i s hi ng i n any degree the amou nt Of ti me that can
be s p en t i n actua l s ell i n g .
T he thorou ghl y effi ci ent sal es man s el dom n ee ds

to give u p to pros pecti ng an y p ortion of th e hours
wh en s el li n g i s us uall y do n e to t h e b es t a dvan
tage H e i s pros pec tin g all th e ti me even whe n
.
,
talki ng wi th a b uyer All hi s sens es are trai ne d to

.
acu te ness i n pe rceivi ng s u gges tio ns tha t may o p en
118
th e w ay to new b us i n ess . Wh en h e i s n o t i n th e
p res en ce o f a bu yer he is on th e l ookou t fo r o n e
everyw h ere . it hi s bus i ness to get ao
H e makes
q u ai n t e d with hi s te rritory b y g e tti n g ac qu ai n ted
with as many p eopl e i n it as h e can always wi th ,
some defi n i te cl ear i dea i n hi s own head

,
.
Ai ml es s hit o r mi s s pro s pecti n g i s n ever very Sys t em ati c

,
- -
effec ti ve T h e sal es man mus t d et ermi n e exactl y P rpo s ef ul u

.
P rospec tin g
wh at h e wan ts to kn ow If h e i s j u s t l ooki ng .
fo r th e n ames o f b u yers h e i s ap t to fi n d hi s pro s

,
p ec ti n g l i ke b ac o n with a s tre ak o f fat an d a s tre ak

,
Of l ean . B u t if he systema ti call y s eeks fu ndamen tal

kn owl edge Of hi s terri tory, and i s actu ated by a
'
defi n i te pu rp os e al l the ti me, he wi l l accu mu la t e a

fu n d of f acts that wi l l ena bl e hi m to do mos t of hi s
p ros p ect i n g i nsi de hi s ow n mi n d H e wo n t
’
.
n ee d tip s H e wi ll kn ow th e c on dition s i n h i s fiel d

.
whi ch i n flu e n ce buyin g an d at th e ri ght ti me wil l

,
be gui de d by h i s kn owl e dge to th e very pl ac es

wh ere bu s i n ess i s to be h ad .
Of c ours e s pec ific prospec tin g s houl d be do n e

,
too I n divi du al b uyers h ave to be l ooked u p

. .
I t i s p art i cul arl y import an t that th e sal esman

fi n d o u t wh e th er a c ertai n man i s r eal l y a pro s pec t
or no t b efore sp en di ng an y time i n attemp ts
,
to s el l h i m Not every man who app ears to be

.
a pro s pec t i s o n e i n fac t It i s ess en ti al for .

,
i ns tanc e th at h e be abl e to p ay for wh at h e orders

,
.
T h e s al es man i s was ti n g h i s time wh en h e tri es to

s el l a man who h as n o mo n ey an d n o means of
119
T he Sellin g Pro cess
s ec ur n i g en ou gh to make th e purch as e T h e fi n an .
c i al abil ity of a p ro s p ec t t o bu y s ho ul d b e pros
p ect ed b efore any a ttemp t i s made to se ll hi m .
T h e sal es man s houl d h ave reas on to be l i eve h e i s

a b l e t o p ay oth erwis e th er e i s a c h an c e th a t al l t h e
,
e ffort of sell in g may be usel ess l y e xp e n d ed .
Gen er al It i s wis e to do th e gen era l p ro sp ec tin g firs t .
Of F i el d Th en th e sal es man wi ll be ab l e to do h is s p ecific

pro s pec tin g with hi s eyes op en to th e c on ditio ns
i n h i s te rri tory . Wh en a sal es man is ass ign e d to
a n ew territory h e s ho ul d b egin h i s ge n e ral p ro s
p ec ti n g by s tu dyi n g a map . H e s hou l d i n ves tigate

th e ch ar ac teri s ti cs o f h is p arti cul ar fi el d esp ec i all y ,
th e p oi n ts of differen c e b e twee n this territory an d

oth er fiel ds fo r s al es mans hip .
T h e ge ograp hi c al fea tur es of th e te rri tory s hou l d

be pro s p ec ted tho ro u ghl y . Th e prin cipal p o pu l a
tion cen ters an d th e tra de rou tes s houl d be s t udied
fo r reas o n s as w ell as f o r fac ts . T h e b es t w ay to
c o ver t h e fi el d witho u t w as te o f time or m o n ey
n ee d s to b e worked o u t car e ful l y Local in flu en c es

.
o n b us in ess mus t be u n ders too d T h e races o f

.
p pe o l e whi c h c o ns titu te l ar g p
e e rce n ta g es of t h e
p po u l a ti o n a ffec t t h e v o l u m e o r th e n a t u r e of tr a d e .
C l i ma te s oil thou san ds o f el emen ts are to be

, ,
c o n s i dere d i n gen eral p ro s p ec tin g .
Wh en th e sal es man has do n e this p repara to ry

work h e i s abl e to form an in tel l igen t o pi nion of
,
th e b u y in g cap ac ity of h i s te rritory In o ther

.
wor ds , h e knows wha t hi s general pros p ects are

.
1 20
man l earn th e di s ease by diagn os is of al l th e s ymp
toms H e s houl d n o t form h as ty j u dgmen ts
. .
N eeds f
o
Whi l e prosp ecti n g f o r the hi s p ossi ble
needs Of
S al s m an c s tomers , the s al es man s hou ld al s o pros p ect hi s

e u
o wn needs It i s n ecessary th at h e h ave n o fals e
.
i deas of his abil ity to s erve th e p arti cul ar te rritory

to which h e i s ass ign ed If h e l ac ks capacity to
.
s e rve h i s p ro sp ec ts i n th e ir n ee ds e ffi c i en tl y, an d
fin ds o u t i n advance wh at h e l acks , h i s pro spec t

i n g of hi msel f l i kel y wil l i n di cate th e w ay h e can
s u ppl y wh at h e l acks .
Wh en prosp ec ti ng to disc over th e needs of y ou r

te rrito ry o r of in divi dual buyers do n o t misc o n ,
”
s tru e th e mean in g of n eeds A man n eeds what
“
.
ever w i l l do h i m an y ki nd O f a s ervi ce Not all .
n ee ds are n ec ess ity wan ts-

. F o r exampl e th e re i s ,
a n ee d for mus i c i n ho mes ; y et ho mes can ge t
al o n g witho u t h avi n g mus ic al i ns trumen ts Wh e n .
yo u as k y ou rse lf Wh at d oes my territory n eed

“ ‘
, ,
”
o r wh at d o es this i n di vi dual n eed ? p u t th e q u es
tio n i n a differen t form Thi n k Wh at will ren
.
,
der h im a s ervi ce?

With th at i dea yo u wi l l c on d u c t you r pro s p ec t
i n g o n th e hi gh es t p o ss ibl e pl an e Yo u wi ll n o t
.
c o ns i d er an y man a real p ro s p ec t un l es s y o u are
c on vi n c ed th a t yo u can s erve hi m with y o ur p ro p
o s i ti o n .I t i s no t tru e pros p ec ti n g to s eek onl y for

p pe o l e who m i ght b e i n d u c ed t o b u y Th a t i s
. l oo k
i n g a t y o u r fi el d with th e eyes of n arrow s el fis h
n ess . Your s el fis hn ess mus t be enl i ghten ed Yo u .
1 22
mu s t real ize th at to s el l an y man wh at wi l l n o t gi ve

h i m ad e qu at e s ervi c e i s p oor b u s in ess You s ho u ld
.
s eek f or men yo u can s ati sf y n o t ta ke c h an c e s of

,
l eavi n g di s sa ti s fac tion b ehi n d o

y u a fter th e sal e is
cl o s ed .
R ememb er that yo u are n o t s ell in g goo ds As .
w as d emo n s tra t ed i n a p reviou s c h ap t er yo u are ,
s ell i n g i deas a bou t goo ds . If yo u h ear i n min d

th at di s tin c tion yo u are n o t l i kel y to go ami s s i n
,
y o ur p ro s p e cti n g . M an y ti mes it wi l l be n ecess

ary f o r yo u to s el l a pro sp ec t fi rs t t h e i d ea of a
n ee d whi c h h e n ever h as r ea l iz ed . In fact al mo s t

,
a l w ays th e fi rs t i dea you mus t s el l to a p ros p ect
i s that h e n eeds you r go ods ; then you s ell hi m

the i dea s Of p oss es si on of th e goo ds — yo u s how h i m
h o w h e wo uld en jo y t h e goo ds o r b en efit by h av
i n g th em .
A certa in s al esman f o r a pain t man u fac tu rer

h ad a to w n i n hi s te rri tory whi c h l oo ked s h abb y ,
f o r l ac k o f p ai n t. N earl y everybo dy l eft h i s ho u s e

o r pl ac e o f b u s i n es s u n pai n t ed ; b ecau s e h i s n ei gh
bors did Thi s s al esman p ro spec t ed th e whol e

.
c o mmu n ity f o r i t s n e ed s . H e th en wen t t o t h e

l ea din g h ardware s tores exp l ain ed t h e b en efits t o
,
a town o f b e i n g bright an d s p ru c e i n a pp earan c e ,
an d p oi n t ed o u t t o th es e h ardware men t h e p a rt
p ai n t h a d i n m a ki n g a tow n l oo k i ts b es t. H e s e
cur ed th eir c o o p era tion i n a camp ai gn f o r c i vi c

-
u pl ift. Th ey pro mi s ed h i m th e pain t orders if h e

c o u ld c r eat e an ex c ep tio n al d eman d fo r pai n t .
1 23
N ext h e wen t t o th e n ews pap ers an d fran kl y

s t a t ed h i s p u rp o s e H e sa i d h e wan t ed p ai n t
.
o rde rs bu t tha t he w an ted them on ly becau s e p ai n t

,
was wha t the town n eeded H e p r o ved t h e high

.
s tan d i n g o f hi s c o mp an y an d t h e e di to rs too k ho l d
,
o f t h e i d ea A P ain t Yo ur Ho u s e an d I l l P ai n t
.
“ ’
”
Min e wave o f en thu s i as m s wep t t h e town as a re ,
s u l t o f t h e ed u c a tio n al a rti cl e s i n t h e p ap ers writ ,
t en l arg el y fro m m a t eri al th e s al es man s u p pl i ed to

t h e e dito rs .A boom i n pain t s al es res ul ted T h e .
s al e s m an s e cu red a l arg e v o l u me of b u s i n e s s an d
b u i l t up a s t eady tra de i n th at c ommun ity H e .
p ro s p ec t ed t h e whol e town n o t j u s t th e n ee ds o f
,
a f e w p arti c u l ar i n di vi d u al s .
T h e i ll u s tratio n s u gges ts an oth er p oin t th at i s

i mp o rtan t When he p rosp ects the s al es man shou ld
.
,
a l w ays h ave i n mi nd th e u l ti ma t e cons u mer O f hi s

go ods . I f y o u are s el l i n g to a whol esal er o r
to a retai l er d o n o t pro s pec t thei r n eeds bu t
, ,
t h e n eeds Of th ei r cu s t omers fir s t o f all ,

Th en.
y o u wi l l k n ow j u s t wh a t t h e d ea l e r n e e d s V e ry .
l i kel y t h e firs t o f h i s n eed s wi ll be f o r s o me

a c tu al kn owl ed ge o f t h e c o n ditio n s i n h i s o wn l o ca l
fi el d H e prob abl y won t real ize t h e p o s s ibi l iti es

.
’
o f h i s m arke t E du cat e you rs elf i n n eeds by you r

.
p ros p ec t i n g; t h en p as s o n w h a t y o u l ea rn to th e
bu yer . Thu s yo u d o h i m a gen ui n e s e rvi ce at t h e

o u ts et o f y ou r rel ation s Al ways keep b efore yo u
.
t h e obj ec t of tru e P ro s p ec ti n g whi c h i s S E R V I C E

—t h e c en tral p urp o s e of al l t h e s te ps o f right sa l es
man s hi p .
1 24
more work every day i n s t ead of l ess Yo u n eed , .
to do more walki n g to s pen d more hours at work, .
Witho u t en cro ac hin g o n yo ur ho urs f o r ac tual

s el l i n g y o u mu s t ta ke mo re ti me f o r p ro s p ec ti n g
, ,
whi c h i s tirin g How are yo u goi n g to do it ?

.
Wh y by havi n g m ore p h ys i cal an d men tal

,
en ergy to s tart with o f c o u rs e ! Do n t thi n k th at

’
,
b ecaus e yo u are al l us ed u p at n i ght yo u mus t ,
work l ess S tart each day wi th more than en ou gh

.
energy to l as t yo u th rou gh Yo u h ave o n l y a fai n t

.
i dea of y o ur en ergy ca pacity Yo u thi n k it i s .
l i mi t ed b ecau s e yo u pl ay o u t b efore t h e en d of
,
y o u r d a y Al o n g i n t h e af te rn oo n y our p ep i s all
.
g o n e . S o wh en y o u g e t d o n e a c t u al s ell i n g y o u ,
drag b ack to yo ur roo m too tired to p ro s pe ct , .
Very l i kel y yo u regarded Th e od ore R oo sevel t

as a s u p erman i n en ergy H e w as mi x ed u p i n
.
eve rythi n g H e s ee med to h ave ti me to d o a mi l

.
l ion thi n gs an d to be a d oz en pl aces at o n ce If .
y o u h a d fo l l ow e d hi m for a w ee k y o u wo u l d h ave,
h ad to ri de o n a s tr e tc h er mo s t of t h e ti me aft er
”
t h e firs t day o r two Te ddy n ever s e emed to
“
.
get tire d On e h ar dl y c oul d i magi ne h i m as l ee p

. .
H e was pros p ecti ng a l l the ti me he wasn t actu al l y

’
s ell i n g hi s i deas No man i n Ameri ca kn ew h i s

.
te rritory an d hi s pro s pec ts s o well as di d R oo s e

vel t . H e s tayed o n t h e fro n t p a ge of t h e n ews
p pa e rs y ea,
r i n a n d y ea r o u t W e oft e n as k e
. d o ur
s el ves ,
How can h e do it withou t kill i n g h i m
“
”
s el f ? Bu t h e di d t h e work of h al f a d oz en men
1 26
an d got fat o n it S everal years ago h e h ad to pu t
.
i n a fortn ight at a fl es h re du c in g s an itari u m-

On .
l eavi n g h e re veal ed th at h e h ad b een h an di capp ed

fo r man y years by h avi n g on l y o n e good eye !
R oo se vel t wo ul d have b een regarded as al mo s t
an o l d man l o n g b e fo re hi s d eath if h e h ad l i ved
, ,
l i ke o rdi n ary p e o pl e Bu t h e w as as l i vel y a s a

.
c o l t al l t h e ti me . W h y ? P erhaps yo u s ay h e h ad
an i ro n c o n s titu tio n an d th a t t h e o rdi n ary man
,
s ho u l d n o t be e x p e c t ed to d o al l th a t R o o s evel t di d .
Gran t th a t h e h ad an i ron c o n s titu tion Where di d .
h e get i t ? I f yo u h ave read h i s biograph y yo u wi ll ,
re memb er th a t wh en h e w a s a y o u n g man h e w as a
pu n y weak s p eci men a n d h a d t o go o u t W es t an d

,
l i ve o n a ran c h to b ui ld u p h i s h eal th H e w as .
s ki n n y an d frail La t er h e b e came c hun ky

.
,
p l u m p a
,
n d s t r o n g R oo s e
. vel t w as n o t sa ti s fi e d
with th e c on s titu tion h e was born with H e made .
it o ver to s ui t hi s n eeds .
Th ere i s a l ess on i n th e l ife of Th e o d ore R oo s e

”
vel t f o r t h e sa l es man w h o ge ts al l ti red o u t s el l
“
”
ing . I f T e ddy h ad gon e t h e roun ds with that
“
s al es man h e wo u l dn t h ave b een dra ggi n g h i s f e e t

’
,
wh en h e retu rn ed from call in g o n a d ozen c u s to m

H e d h ave b e en o n e dge fo r more to d o n o t
’
ers .
,
l oo ki n g f o r an eas y c h ai r t o fl Op i n to If a man .
s i xt y y ea rs o ld who s ta rt ed h i s ca ree r as an i n
,
val i d c o u l d kee p u p t h e p ac e a you n ge r man who

, ,
l i ves far l es s s tren u o u s l y s hou l d be as h ame d to get

ti red o u t s el l in g When hi s cal l s o n cus tomers al l
.
1 27
”
have b ee n mad e h e s houl d fee l b ul l y as R oo s e
,
v el t di d an d be ea ger to work a t p ro s pe c ti n g
, .
I t i s a mi s take i n t h e firs t pl a ce to rel e gate

, ,
p r o s p ec ti n g t o a p l a c e of m i n o r i mp orta n ce i n
sa l es man s hi p P ros p ecti n g i s maj or work j us t as

.
,
ess en ti a l as an y o t her p a rt O f s el li n g In pl an n in g
.
f o r y o ur work y o u s ho u ld i n cl u d e ti me f o r p ro s
,
p ecti n g witho u t red u ci n g at all y o ur ho urs o f

,
a c tu al s el li n g R ememb er tha t yo u are pro s pec t

.
i n g f o r yours elf an d th en o verti me wo rk won t

’
,
s ee m sl avery to y o u .
T h e sal es man s ho ul d be o n t h e j ob tw en ty fou r -
hou rs every day Th at i s he s ho u ld emp l oy al l

.
,
hi s ti me i n ways t ha t wi l l hel p hi m i n hi s s ell i n g .
Ass ume tha t th ere are ei ght hours a day wh en h e

ca n fi n d b u ye rs an d make s el l i n g calls h e c e rtai nl y ,
wo ul d be un j u s t t o hi msel f if h e s ho uld s pen d l ess

than a third o f each day i n hu s tl i n g fo r orders .
An oth er eight hou rs s hou l d be s pen t i n recu pera

ti ve s l eep with fres h ai r an d an eas y min d to h el p
,
th e p ro c es s o f res t All th e re mai n in g thi rd o f t h e

.
sal es m an s ti me i s a vai l ab l e f o r pro s p ec ti n g

’
.
Bu t s houldn t h e h a ve an y recreation ? C er
’
tai n l y h e s ho ul d Th at i s as n ec es sa ry as sl ee p
. .
R ecrea tion however i s n o t th e same as vaca tion

, ,
ti m e T h e sal es man s hou l d n o t vacat e h i s j ob

.
wh en h e i s n o t en gage d i n a ctu al s elli n g Ri gh t l y .
don e p rosp ecti n g i s the fi n es t ki n d of recrea ti on

,
E ven wh en o n e i s o u t en j o yi n g
“
af ter s elli n g .
”
hi ms el f i n a prop er w ay hi s p ri mary tho u ghts ,
1 28
cei vi n g . Nearl y i s e qu i pp ed with

every s al e s man
i n t el l igen ce, bu t th ere are on l y a few who us e an y

c o n s i de rab l e p art o f th ei r i n t ell i gen c e Thi s i s .
es p ec i all y n o ti c eabl e i n t h ei r pro s p ec ti n g F o r s o me .
reas o n man y s al es men app ear to be afrai d to u s e

—
brai n s i n pro s p ecti n g mayb e f o r fear th ey won t ’
h ave en o u gh l eft to s el l with .
I n tell igen ce i n di cat es th e n eces s ity for th e right

H eal th
p hys i cal b as i s o f s al es man s hi p A s al es man un .
qu es tion ab l y n eeds mo re than average goo d h eal th ,
vital it y en ergy e n d u ran c e an d r eal l o ve o f wo rk

, , , .
Yet a very s mall p er c en t o f s al es m en u s e th e pr e

ven t i ve me tho d f o r th at ti red feel i n g
“ ”
We are .
dw ell i n g o n thi s s u bj ec t n o w whi l e w e c o ns i d er ,
p ro s p e c ti n g b e ca
, u se th e a vera ge s a l es ma n ei th er i s
to o ti red to p ro s p ect a t a ll , or does hi s p ro s p ecti n g

wh en h e i s ti red H e pl an s
. t o b e f re s h f o r h i s a o
tu al s ell in g, bu t n e gl ects th e p h ys i cal b as i s wh en
h e c o n s id e rs p ro s p ec tin g .
It is o mmon d el u s io n th at w e are li mi ted i n

a c
t h e amo u n t o f b rai n en ergy an d bo dil y en ergy w e

c an bri n g to b ear o n o u r d a y s wo rk
’
P s yc h o l o
.
g i s t s of t h e k e e n es t a bi l it y d e cl ar e w e d o n t e m p l o y
’
o n e t en th of t h e b rai n en ergy w e c an hol d w itho u t

-
gettin g th e s wel l ed h ead In oth er wo rds if a man

.
,
kep t h i s b rai n i n trai n i n g as R oo s evel t kep t h i s

brai n trai n ed h e would n o t get brai n fa g f o r h e
, ,
wou l d do on l y o n e t en th as mu c h thin ki n g as h e i s
-
cap ab l e o f d oi n g E mi n en t s ci en ti s ts d ecl are th at

.
th e a verage man can easi l y dou bl e hi s physi cal en ergy .
1 30
N o w l et u s s u pp o s e a c as e H ere i s a s al esman.
who gets s o worn o u t with th e toi l o f s ell in g th at

h e h as to s tu ff hi ms el f with a h eavy meal ; th en
re s t u p by l o ll i n g i n an e as y c h ai r with a f at c i gar ,
an d mayb e a d ri n k o r two u n d er h i s b el t After .
ward h e s tretc h es w eari l y an d writes u p h i s o rders .
Th en h e ban kers fo r amu s emen t to dive rt h i s

tho ughts fro m b u yers S o h e go es to a show .
,
o r s it s u p h al f t h e n ight p l ayi n g p oke r S atur .
d ay n igh ts h e tel l s h i s wife wh at a d og s l if e a

’
travel in g man l eads an d s h e s ympathiz es with

h i m b e cau s e h e i s all i n That fel l ow i s a p oor
“
.
pro s p e cto r i n vari ab l y .
I t i s p o s s ibl e however fo r h i m to reform

, , .
Weari n es s i s a di s eas e I t c an be cu red i n yo ur

.
c as e if yo u h a v e it ; an d by p ro p er metho ds o f p re
ven ti o n y o u c an ma ke s u re y o u wo n t c at c h it
’
a gai n . Le t u s s u pp o s e th a t a s al es man real iz es he

i s t h e l o s er by h i s i n e ffici en c y n o t t h e hou s e th at,
p ya s h i m
. S u pp o s e h e t a k e s a t u mb l e t o t h e fa ct
th at i n o verl oo ki n g pro s p ects h e i s p ass in g by ,
c h an c e s t o pu t mon ey i n hi s p o cke t H e makes u p .
h i s mi n d t o a c c o mpl i s h mo re f o r hi mself every day .
Bu t h o w s ho ul d h e go abo u t t h e j o b ?
Right h ere man y s al es men s tart o n th e wron g

track Th ey o verwo rk th ems el ves tryi n g t o make
.
u p f o r l o s t ti me . T he correct p rocedu re i s to
i n creas e t hei r en ergy fi rs t i n order to h ave more ,
to us e . S al es men b u i ld u p h eal th to s tart with if ,
e y are i n t el l ig en t T h e highl y effi ci en t s al es

! th .
1 31
T he Selling Pro cess
man n eed s to be an a thl ete. H i s mus cl es s hould

be h ard H e s houl d
. carry n o excess wei ght H i s.
bl oo d s ho ul d be cl ean an d his c i rcul atio n pe rf ec t .
H e s hou ld be hea l thi er than the pr os p ects he meets ,

an d h ave more en ergy than an y day s s el li n g wi l l
’
requi re O Th at ki n d o f s al es man wi l l be abl e

f hi m .
t o make mo re s ell i n g ca ll s i n ei ght ho urs th an t h e

fell ow who i s b el ow par p h ys i call y ; an d th en feel
fres h fo r pro s p ecti n g .
A sal es man who ge ts

fatigued i n th e doin g of a
fu ll day s work i s to bl ame for h i s weari n ess H e
’
.
h as n o p ro p er ex cus e i n th a t fo r n egl ec ti n g pro s

p e cti n g If h e d o es hi s du ty by hi ms el f if h e
.
,
pl ays s qu are with hi s ho us e h e p ra c ti cal l y n ever

,
wil l ru n o u t o f en duran ce I t i s n ot n ecess ary

.
to be ti red Natu re do es n o t s ki mp us i n eith er

.
m en tal o r p h ys i cal capabil ity for t h e d oi n g o f o ur

work Natur e p rovi des an average man with a
.
s u p e ra b u n dan c e o f en ergy cap ac ity T h e trou bl e .
with o ur s torage b atte ri es i s th at w e keep th em

o n l y p arti al l y c h arged .
A c cept n o excus es fro m yours el f for fail ur e to

pr o s p ec t I ns t ea d fit yours el f for d oin g twi ce as
.
mu ch p h ys i cal work an d t en ti mes as mu ch min d

work as yo u are doi n g n o w un l ess yo u alrea dy ,
h ave rai s ed you r effici en cy an d d on t n eed thi s ’
u rgi n g .I t wi l l be ti me en ou gh to say yo u are

“
all i n wh en yo u reall y h ave pu t a ll of yo urs el f
i n to y ou r work .
v ol ves It wo ul d d o a s al es man very littl e goo d

.
,
i n fact to l i s t j u s t wh at thi n gs h e wa n t ed to
,
fi n d o u t , if he were u n a bl e to l earn wh at h e w an ted

to kn ow .
Be a L ik eable S ince mo s t p ro s pec ting i n vo l ves ge tting i n fo r

mation from peo pl e, it i s evi den t th at th e art of
p ro s p ec ti n g i s fo u n d ed o n t h e q u al ity o f l i ke
ablenes s i n t h e sal es man , whi c h attrac ts p e op l e t o
hi m so th at th ey wi ll tell hi m thin gs We s ee
.
a c ertain man an d fee l th a t w e wou l d l i ke t o tal k
with h im We wis h s uch a man woul d s peak to us

. .
We are al l ready to be fri en dl y with hi m If h e .
were to ask us qu es tion s , w e d feel in cl i ned to give

’
o ur i dea s .Th en , agai n , th ere are men who repel

u s at s i ght If th ey s how any des ire fo r o ur ac
.
qu ain tance, w e do n o t res p on d We wou l d an s.
w er th e ir qu es tion s bri e fly, withou t en c ourage me n t

to th e aski ng o f more .
T he l
sa es man wish es to do hi s pro sp ec ting with
th e l eas t exp en ditu r e of e ffo rt an d of ti me He .
—
wan ts to work e ffi ci entl y to be sure of gettin g
th e i nformation h e nee ds an d n o t a l o t o f tras h .
H e mus t be th e do mi n atin g p arty wh en h e s eeks

kn owl edge o f an oth er man Yet h e appl ies fo r a
.
f a v o
, r n o t a r i h
g ;t s o i n o r de r to be m as te r of t h e
s i t uatio n it i s n ec ess ary th a t h e us e a great de al
of tac t It i s i mp ortan t th at h e do n o t offen d

.
even a bo re .
I f a man i s l i keable h e can be direct an d fran k

,
.
It i s n o t nec essary to l et a man tal k an arm o ff

1 34
y o u if yo u gi ve h i m han ce to cut l oo se with

a c
hi s to n gu e Kn ow wh at y o u wi s h to fi n d o ut
.
,
an d hol d yo u r man to th e p oi n t withou t maki ng ,
h i m s ore . T al k wi th h i m n o t at h i m S kil lful ly

, .
i n du ce hi m to talk wi th yo u Be ch ee ry fran k .
, ,
expres s ive an d s y mp ath eti c

,
Bu t be a b u s i ness
.
man wh en y o u carry o n a c on versation I mpres s .
t h e oth er fel l ow with th e i dea th at yo u are n o t

i dl i n g P ay h i m th e c ompl i men t of i n ferring
.
th at h e h as i deas worth your h eari ng o n c ertai n

s u bj ec t s Don t argue to poke h i m o ut bu t draw
’
.
,
h i m o u t with y o u r l ike abl en ess .
A certai n amou n t of flattery i n prosp ec tin g i s Fl att ery and

n o t o nl y e thi cal bu t i n evitab l e Bu t th at flattery
.
Fran kn ess
s ho uld be l es s i n wo rds th an i n man n er Wh en a .
man tal ks to yo u yo u s hou l d l i s te n i n teres tedl y

,
wh eth er y o u are i n teres ted o r n o t Th at will .
make hi m l ike yo u fo r th ere are few goo d l i s ten ers

,
i n t h e worl d In th e s moki n g c o mp artme n t of a

.
P ul l man be a l i s ten er pu ttin g i n a su gges tio n

,
n ow an d th en to de fl ec t t h e c on ve rsatio n As k .
n o qu es tio n s vagu el y or witho u t de fi n ite pur p o se .
S eek kn owl e dge E ven a foo l may h ave h eard a

.
wi se man s peak and may rep eat wis dom to yo u

,
.
N ever fear to be fran k S ay th at yo u are i n.
teres te d i n c erta in thi n gs Yo u need n o t tell y o ur

.
b u s in es s to every man yo u mee t Bu t be op en .
an d abovebo ar d if y o u wo u l d s ee k to create i n h i m
ki n dly fe el in g toward y ou rs el f A reas on abl e .
amo u n t of di rec tn es s an d b l u n t n ess if acc o mp an i e d ,
1 35
with a l ook o r a s mil e of ch eerin es s makes th e ,
oth er fell ow fri en dl y rath er th an t h e revers e Me n .
appreci at e fran kn es s i n oth er men if it i s exp ress ed
with c ou rt esy .
Very often a man wil l draw b ack i n to a s h el l

o f r es erve if an i n qu iry i s p u t to h i m witho u t an
exp l an atio n o f th e re as o n w h y t h e q u es tion i s
as ke d I t i s p o or s al es man shi p to att emp t to cros s

.
exami n e p eo p l e i n p ros p ect i n g Be fran k i n s ta t

.
i n g y our Obj ec t and n i n e ti mes o u t o f t e n t h e oth er

,
man will recipro c ate with fran kn es s Th en yo u .
wi ll kn ow h e is gi vin g it t o yo u s traight .
It i s i mp ortan t, not in formation

merel y to get ,
bu t to get tru e i n formatio n Th erefore by b ein g

.
,
l i keabl e i n du ce y o ur i n forman t to l ike y o u

,
He .
t h en w i l l be l ittl e i n cl i n e d to l ead y o u as tray Do .
n o t give hi m an y i mpress io n th at y o u h ave s o me
thi n g up your s l e e ve Be exp ress ive to i n duce ex

.
,
press i ven ess fro m h i m . S ta te y o ur o wn op i n io n

witho u t b ein g at al l dogmati c an d thu s draw th e ,
oth er man o u t Be s i n cere i n y our des ir e for th e

.
tr uth T ry to make you r p ros pecti ng con vers ati on

.
an excha n ge o f con fi dences .
Be a goo d mixer H ave a ki n dl y attitu de to ward

.
th e worl d an d th e p e o pl e y o u mee t Do n t appear

’
.
s el fis h Be as rea dy t o gi ve as yo u are eager to

.
ta ke k n owl e dg e ; bu t n ever f orce it o n a man Abo ve .
all do n t app ear sel f c en t ere d K eep y o ur c o nver

’
-
.
sa tio n b al an ce d an d c h eery T h e sal es man who i s

.
1 36
R eca ll th e case of th e sal es man who c o nverte d
a town to th e b en e fits o f p ai n t Wh en h e we n t .
abou t an d call e d o n th e h ardware merch an ts h e ,
ass u me d th a t th ey w er e p ro gress i ve citiz en s who
wou ld l i ke to s ee th e ir town l ook i ts b es t who ,
w ere regretful th at it appeared s o s h abby H e .
s ymp athi zed w i t h th ei r i deas .
H e di dn t say sar cas ti c thi n gs abou t th e wea th er

’
b ea ten h o uses an d s to res H e di d n o t call th e

.
town names H e w as s orry th at a town whi ch

.
mi ght as w el l be p retty w as s o pl ai n T h e h ar d .
war e deal ers h ad n o i n cl i natio n to resen t h i s

a tti t ude to war d th eir town It w as th eir o w n
.
attitu de th ey fou n d wh e n h e men tio n e d it

, , Th ey .
s ympathiz e d with wh at h e sai d a n d with hi s
p urpo s e of i mprovi n g th e app earance o f th e ho us es

a n d s tores H e made n o app eal o n th e b as is of
.
avari ce for profits T h e m o n ey th e h ar dwar e

.
deal ers woul d make fro m sel l i n g p ai n t w as trea te d

as merel y an i n ci de n t o f t h e c i vi c i mpr ov eme n t .
Thu s th e deal ers w ere given th e s imil ar i mpress ion

of th e sal es man th at h e w as thi nki ng firs t of bet
,
teri ng l ocal c on di tio ns an d of sell ing p ai n t as a

,
s ec o n dary matte r Th ere w as mu t ual sympath y

.
o f i deas
.
T h e sal es man ca n pro s p ec t e ith er clu msi l y or

s ki l lf u ll y
. T h e firs t metho d i s th at o f th e cru de
sal es man .T h e skill fu l sal e s man whil e ac tin g ,
with c o mpl ete s in cerity at al l ti mes empl oys art ,
i n orde r to pro du c e th e b e s t effe c ts whi l e p ro s
1 38
p ec ti ng . A sal es man m ay tal k with a cl ever

u n sp oken pu rp os e b ehi n d every wo rd y et be ,
p erfectl y fran k i n all h e says .
T h e s kill fu l s al es man s ho u l d e n tertai n at times Skillf ul
Pm
with h i s co nversation It h app ens often th at
.
fi“
s tran gers are chi l l y u n ti l w arme d to ge n i al ity by
t h e sal es man i n t en t o n pro sp ec ti n g When th e .
sal es man i s an e n tertai n er h e s ho ul d keep i n mi n d
c o n s tan tl y h i s pu rp o s e of i n s p iri n g l iki n g fo r hi m
s el f . H e th ere fore s houl d avoi d any di spl ay of

th e s mart al e ck vari e ty i n h i s c o n vers atio n
-
T he .
s al e s man who t al ks d own to p eo pl e o n a l ow er l evel
won t get an y res p ons e of fri en dl in es s N o r will

’
.
he be l ikeabl e if h e l owers hims el f by tell i n g s mu tty

s tori es T he s al esman who en tertai n s wi th hi s i n
.
tel li gen ce wi ll be l i ked an d res p ected an d wi l l draw

ou ti nf orma ti on h e s eeks Hi s . cl evern es s will n ot
be res en te d if it i s mo des t .
I t wil l be in formative to cite a cas e of th e wron g

ki n d of p ro s p ecti n g whi ch wou l d h ave resu l ted i n
,
fail u re if a goo d s al es man h ad n o t pro sp ec ted th e

s al e an ew A s yn di cate dec i ded th at a certai n
.
l ittl e c ity n eeded a c ou n try cl u b Th es e men go t .
togeth er an d bou ght th e b es t grou n d i n t he

vi ci n ity whi ch w as su ita b l e f o r t h e pu rp o s es of
s u ch a cl u b Th e n th ey prep ared al l th e pl ans for
.
organ iz atio n l ai d o u t th e gol f cours e got three or

, ,
four ar chitects des ign s fo r th e cl u b hous e an d

’
-
,
p ro cee de d to p u t th eir p rop os itio n b e fore th e

p pe o l e m o s t p ro mi n e n t i n s o c i al c ir cl es .
1 39
T h e program w as fi n e T h e gro u n ds w ere i deal
.
fo r th e purp o s e T h e tow n w an te d a c o u n try cl ub

. .
T h e prop o s itio n th e s y n di cat e made w as r eas o n

ab l e an d b us i n ess l i ke Bu t th e s ch eme w as kill e d
.
by th e p oo r pro s pec ti n g of th e s al es man sel ect ed

to s el l th e i dea H e mis s e d en tirel y th e el emen t
.
”
o f t h e ri ght cl u b s p iri t I n s tead o f s ta rti n g with
.
t h e i dea o f goo d fel l ows hip , h e made an app eal

to th e f al s e ex cl u s ive n e ss o f t h e l eadin g c l ique o f
t h e town Thirty o r forty mem b ers w ere s e cure d ;
.
th en th e camp aign dr agge d, an d fin ally fizzl ed .
Th ere were n o t en ou gh pro s pec t s with co dfis h aris

t o cracy n otio ns to s u pp ort th e cl u b T h e sal es .
m an h ad c ome fro m a s n obbi s h n eighborhoo d an d

p ro sp ec te d fro m th e wr o ng an gl e .
A you n g real es tate sal es man o f th e city s ecur ed

a s i x ty day o p tio n o n th e p ro p erty fro m th e di s
-
c o u rage d s yn di ca te T h e own e rs thou ght there

.
was n t s u ffici en t in teres t i n t h e clu b i dea t o make

’
th e ir proj ec t s u cc ess ful Bu t th e y ou n g s al es man

.
wen t abou t th e town pro sp ec ti n g an d l earn e d t h e

tru e feel i n g o f p e opl e H e as ked fo r s u gges tion s
.
an d op in io n s an d gav e n o n e of hi s o wn
, H e fo u n d .
th at th ere were twi ce as man y men w h o wan ted

a c o u n try cl u b as wo u ld be n eed e d to s u pp ort it .
With th at kn owl e dge h e c al l ed th em to ge th er i n

,
t h e op era ho us e an d warme d th em with h i s fri en d

li ness u n til th ey qu it b ei n g chil l y H e h ad ass u med
,
.
th at th ere w as a b ro ad s p iri t of goo d fell ows hip -
amo n g th e c itiz e n s an d sa i d s o
,
H e p rac ti cal l y l e t
.
1 40
CHAP T E R VI
P LANNI NG F OR T H E AP P R OAC H AND

T H E AU D I ENC E
”
The T h i rd o f t h e P r e p a ra t o ry S t e p s o f the
S e l l i n g P ro c e s s
N order th at w e may n o t mi s un ders tan d o ur

Ah ead
s u bj ec t l et u s mak e a di s ti n c tio n at th e ou ts e t
, .
We are n o t maki ng th e Appro ach bu t pl an ni n g it

,
now . We are n o t attemp ti ng to s ecu re an Au di

en c e bu t s tu dyi n g i n advan c e th e ri ght ways t o
,
S ecur e an Au di en ce In oth er words w e are n o t

.
,
y e t i n th e b u y er s office bu t are t ak i n g th e l as t
’
,
s tep s of o ur P rep aratio n .
T h e s u bj ec t o f thi s c h ap ter i n cl u des two i deas ,
bu t o n l y o n e s tep i n th e s el l i n g p ro c es s ; fo r th e
s al es man us u all y makes h i s Pl an o f A ppro ach to a
p a rti cu l ar b u y e r an d hi s P l an to S ec ur e a n A u d i
e n ce at t h e s ame ti me H en c e w e c o n si der both
.
pl an s n ow .
In h i s prel i mi n ary prep aratio n fo r s ell i n g , an d

i n hi s pro s pe cti ng, th e sal es man tho u ght o f t h e
buyer as s omeo n e n o t p res en t, In pl ann i n g th e ap
o h
p r ac i n pl an n i n g for an au di en ce , however,
an d
th e s al es man mu s t take th e b u y er i n to c o n s i dera

tion as if h e w ere a pres en t f actor Of c ou rs e, th e
.
1 42
p l an s made b efore t h e actu al cal l o n th e b u yer

are ,
bu t th e s al esman n eeds to take hims el f b efore th e

bu yer i n i magi n ati on Al l th e detail s o f th e pl an s
,
.
mu s t be thou ght o u t with rel ation t b th eir effec t

o n th e man fro m who m t h e o rde r i s to be w o n if
po ss ibl e .
F o r c o n ve n i en ce w e wi l l s epara te o ur s u bj ec t
i n to i ts two parts an d c on s i der th em s ep aratel y ;
thou gh i n actu al practi ce th e s al es man makes th e
two pl an s s imul tan eou sl y , o r at any rate c ombi n es
them .
I n tell ige n t p ro s p ecti ng of i n divi du al s u s u al l y A ppro ach

mu m“
gi ves a cu e to th e b es t p l an fo r approachi n g tho s e
i n divi du al s Bu t often th e sal esm an i s ab l e to do
.
o nl y gen eral pro spec ti n g H e h as to make th e .
ac tu al appr o ach to a man o f who m h e kn ow s n ex t
t o n othi n g as an i n di vi du al Of c ou rs e th e s al e s
.
,
man s houl d e n deavor t o ge t a l i n e o n h i s pro spec t s

’
p ers o n al ity bu t even wh en th at i s n o t prac ti cab l e

,
defi n ite pl an s o f appro ach s houl d be made i n

variou s w ays ready f o r u s e wh e n ac tu al c o n ta c t
,
with th e pro sp ec t gives th e s al esman a b as is fo r

s el ec ti n g whi c h p arti cu l ar pl an h e wi l l empl oy i n
th e give n i n s tan ce .
By app ro ach we mean , f

o cou rs e, th e appro ach
to th e bu yer
’
s —
o h to hi s min d
i n teres t th e appr ac .
T h e pl an fo r th e phys i cal app ro ac h i s th e pl an to

s ecure an au di en ce whi ch w e are to s tu dy l ater i n
. ,
this ch apter .
1 43
T he sal es man mu s t e xerc ise co ns tru c tive i mag

i n ati o n an d s ee hi ms el f firs t as h e wi l l e n ter th e
prese n c e o f th e b u y er Bu t i n this im agi n ati ve
.
p r o c e s s t h e s al es man n eeds to s ee hi msel f not ,
with h i s o wn eyes as if h e were watchi n g hims el f

i n a mirro r bu t as the bu yer wi ll l ook at hi m
, .
In pl an n i n g f o r hi s approach t o th e b u yer s min d

’
,
th e s al es man mu s t give es p ec i al att en tio n to th e

firs t i mpressi on h e i s l ikel y to make o n t h e b uyer .
M any sal es men think of th eir approach as s tart

i n g wh en th e y begi n to s p eak o f th eir bu s in ess .
Bu t t h e b u yer l oo ks b efore h e h ears an d th e i m ,
press ion m ade o n t h e s en s e of s ight i s i n s tan

tan eo u s . If th e firs t i mpress ion i s goo d a good ,
app ro a ch al ready h as b ee n s ta rte d If t h e firs t

—
.
i —
i mpress ion s bad t cann ot be n eu t al t h e ap
i r
p r o ac h h a s b ee n b eg un b ad l y an
, d th a t h an di cap
will h ave to be o verco me l ater which i s a was te ,
of th e sal es man s ti me an d effort

’
.
T he approach Of you r p ers onal i ty to the mi n d

of a bu yer s hou ld comman d h i s res p ect bef ore
y o u sa y a w o rd If
.
y o u h a v e p re p ar e d to ca rry
y ou rs el f l ik e an Ameri can pri n c e y o u are s u re to ,
make a favorabl e impress io n at s ight Yo u h ave .
c o me to do t h e b u yer a s e rvi c e n O ,t to as k a f avo r

of h i m C ri ngi n g or ob s equ iou sn ess wi ll make an
.
u nf avora b l e firs t i mp ress io n . T h e sal es man s houl d

pl an t o en te r a b u yer s p res en c e as a c ou rte o us gen
’
t l em an withou t an y s u gges tio n of fawn i n g

,
.
In h is attitu de th ere s ho ul d be n othin g to in di

be worked ou t, wi th vari at i ons , whether the s al es

man has any defi n i t e an d s p ecifi c clu e to th e char
acteri s ti cs Of th e i n di vi dua l o r n ot A goo d ap .
p ro a c h th a t do e s n o t fit t h e p arti cu l ar pro s p ec t i s
l ikel y at l eas t t o o p en u p s o me doo r o f i n di vi du al ity

whi ch th e s al es man c an turn to qui ckl y with a
mo dification o f hi s pl an .
It is es s e n ti al th at th e sal es man pl an fo r all th e

e merge n c es i i magi n e ; s o th at wh atever
he can
c o n ditio n h e c o n fr o n ts wh en h e makes th e a c tu al
appro ach wi ll n o t di s c o n cert hi m An d h e mu s t .
be prep are d t o ch an ge h i s p l an i n s tan tl y if h e re

c ei ve s an y i n di catio n th a t h e i s o n t h e wro n g ta ck
at th e s tar t Thou gh h e be e qu ipp e d with a whol e

.
r epertory o f appro ac h pl ans th e as s ort men t will ,
av ai l h i m n othi n g u n l ess h e i s cap a bl e of p ercei v
i n g th e clu es t hat s u gges t the es p eci al a dap tabi l i ty

Of certai n p l an s to the cas e Of the p arti cu l ar
p ro s p c
e t .
T he man th e n n ee ds to trai n h i s mi n d i n
s al e s , ,
a l ertn es s H e makes h i s variou s pl an s o f appro ac h

.
wh en h e i s by hi ms el f Th en h e h as pl en ty o f .
ti me to p erfec t an d s h ap e th em H e can memoriz e .
th em al l an d h ave th em ready i n h i s mi n d f o r
,
i n s tan t u s e houl d be u n der n o s trai n of anx

. He s
i e ty . H e s houl d feel c o n fi den t th at h e h as s ome

pl an whi c h wi ll s u it th e p ro s p ec t h e f aces If he .
h as made hi ms el f th e s ort o f man who c o mpel s

res p ec t at s i ght h e n e e d h ave n o tho u ght of t h e
,
i mpress io n h e i s maki ng fo r th at i s su re to be ,
1 46
goo d H e c an c on c en trate al l h i s mi n d i n watc h

.
fu l n ess to p erceive i n di cations o f wh at i s goi ng o n

i n th e mi n d o f th e pro sp ec t .
I t i s en tirel y prac ti cabl e for th e s al esman to be

c o me a mi n d reader if h e s tu di es t h e fu n c tio n i n g
,
o f t h e mi n d We al l recogn iz e th at th e p ro cess es
.
o f s el l i n g wo u l d be mu c h s i mpl ifi e d if w e c ou l d
t ell w h at th e buyer i s thi nki n g Bu t u su al l y w e .
j u s t wi s h fo r th e p ower of min d readi n g an d do

n o t w ork t o ac qu i re it .
W h en a man s peaks w e get h i s i deas i n directl y

,
fro m h i s words S o w e do al s o wh en h e writes

.
hi s thou ghts In eith er c as e w e h ave to read hi s

.
mi n d f o r h i s words may n o t be wh at h e real l y i s

,
thi nki n g We can read h i s mi n d from oth er i n di

.
c ations t o o
, often more accuratel y th an w e c an
-
tell wh at h e reall y thi n ks wh en h e s p eaks .
T h e prel i mi n ary trai n i n g fo r re adi n g th e i n di

c atio n s o f me n t al ac tio n i s th e trai n i n g o f th e s al es
man s s en s es t o s u ch a high degree th at h e wil l

’
perc ei ve s ig ns whi ch an o rdi n ary ob s erver wou ld

n o t n oti c e . A ll hu man i mp res s i ons are recei ved
throu gh the s ens es an d it i s remarkabl e h o w a
,
s e ns e may be devel op e d Yo u h ave read o f t h e

.
as to n i s hi n g cap abi l ity o f H el en K el l er who h as ,
b e en a ffli cted s in ce birth by h an di caps o f sens e

l acks whi c h u s u al l y woul d res u l t i n s tu n te d men t al
devel opmen t .
E very i n di vi du al i n the worl d difi ers f rom al l

o ther i n di vi du al s i n h i s s en s e devel opmen t Yo u .
1 47
kn ow th at o ne fi n e ear fo r mu s i c , an d
man h as a
an oth er i s to n e dea f On e h as a very di scri mi

.
n a ti n g tas te , an d th e man n ext to h i m s ee ms to
h ave a pal ate whi c h makes few dis tin c tio ns

b etween differen t foo ds o r drin ks This man s ees .
l i ke a c amera l en s takes a sn ap s hot , i n de ta iled

p i c tur es Th a t man takes a gl an c e an d c an r ecal l
.
di s ti n c tly n othin g h e saw .
Sen s es R e v e a l We are m ore

or l ess famil iar with th e fi ve co m
Ch a rac t er
mo n s en s es o f h eari n g s eein g tas tin g s m ell in g
, , , , ,
an d fe el i n g Bu t n owa days s ci en ti s ts rec o gn ize

.
oth er s ens es w e h ave which cann ot be i n cl u ded i n

an y ( i f t h e fi ve We h ave a sen s itiven ess t o h eat
.
an d to c ol d A weight pu t i n to o ur h an ds makes an
.
i mpress ion o n th e weight s en s e W e h ave a s ens e .
o f d irec tio n a s ens e o f p re ss ur e a ta c til e s en s e

, ,
man y s en s es w e do n o t thin k o f c ommon l y .
All o f u s are aware o f o u r p o ss ess io n o f th es e

s p ec i al s en s es an d w e u s e th em s u b c o n s c iou s l y .
What we do n ot reali ze i s that thes e s ens es al l

revea l ou r ch a racteri s ti cs A man i s s o c ons titu ted
.
th at certai n Of hi s s en ses are p redomi n ant i n

hi m . On e man h as a fi n e s ens e o f b al an ce whi ch
en ters i n to every thi n g h e d o es H e b al an c es his
.
ges t ur es h i s words h i s ton es H e al ways s ee ms

, ,
.
to be do min ate d by an imp u l s e to b al an ce hi s i deas .
T h e b uy er o f c ou rse h as h i s d o mi n an t sens es
, ,
.
If the s a l es man trai n s hi s mi nd i n a l er tn es s , he

wi l lp ercei ve s o me i ndi cati on Of the domi na t i n g
sens e of th e bu yer P erh ap s th e c o l or s c h eme o f
.
1 48
T he Sellin g P rpcess
preparation of himsel f for maki n g h i s actu al

p ro ach To s u m mariz e th at p rep aration
.
—he s h
hi s goods an d hi s p rop os i ti on f o r the pa r
a na l yze
of determi n i n g i n advance th e difi eren t s en s e
h e can ma ke Th en h e s hou l d i magi n e th e

.
whi ch each appeal wou l d be l i kel y to make o n a
b uyer do min ated by differen t s ens es .
S o p rep are d with dis cri min ative kn owl edge an d

c o ns truc ti ve i magi natio n t h e sa l e s man wi l l e n t er
,
th e ac tu al pres e n ce o f th e b uyer l ater al ert f or th e ,
i n di cations o f th e do mi n an t s ens e When he p er .
cei ves what tha t s en s e i s , he wi l l kn ow i ns tan tly

what el e men t i n hi s go ods o r h i s prop osi ti o n wi l l
app ea l to that s en s e .
It is ti al th ere fore th at th e sal es man rec

e ss e n , ,
o gn i ze i n h i s goo ds o r hi s p rop o s itio n el e men ts
th at app eal to th e s en s es H e mu s t ai m at th e .
sens es o f hi s p ro s p e c t It i s p oss ibl e to make ap

.
p eal s to a l l th e s e ns es with an y goo ds o r pr op o s i

tion gen eral l y s p eaki ng ; thou gh s ometi mes th e
,
s al es man w i l l h ave to be pre tty i n gen iou s to i mag
i n e h o w to make al l t h e vario us s en s e app ea l s op en

t o hi m I t wi ll n o t s u ffice however to c oll ec t
.
, ,
on l y a parti al rep ertory for th e s al es man n eeds to

,
be prepared t o mak e th e app eal to th e gamu t of

s en s es i n o rd er to be s u re th at h e wi l l n o t mi s s
o n e o r mo re d o mi n an t s en s es of th e p arti cul ar
b u yer h e i s to call o n n ex t .
An oth er grea t val u e o f thi s prepara tion f o r t h e

app ro a ch to th e b u yer s i n t eres t l i es i n t h e n o vel ty
’
o f ap pr ac o h whi ch t h e sa l es man can wo rk o u t in

a dvan c e H e wi l l n o t be l i mit ed t o t h e us u al ap
.
p ro a c h e s whi c,
h t h e p r o s p e c t i s fo r e a rm e d a g a i n s t .
T h e b u yer wi ll be t ak en o ff h i s gu ard an d t h e s al es
man s i d eas wi l l get i n to h i s mi n d b efo re h e r eal iz es
’
what i s happen in g if app eals are made to hi m a l o ng

,
s en s e avenu es to whi c h h e h as d i re c t ed n o s u s
pi c i on .
In o rder th at w e may get thi s i de a o f s ens e

p pr e a r a tio n c l e arl y l e t u s
,
t a k e a n i l l u s tr a tio n f r o m
l ife i n s ur an ce s al e s man s hi p Thi s i s c it ed b e cau s e
.
it s u gges ts th e i n gen u ity an d res ou rc eful n ess whi ch

may be appl i e d to s ell i n g even i n tan gibl e thi n gs ,
re gardi n g whi c h t h e s en s e a pp eal s mu s t be whol l y
i magi n ary Note es p eci al l y th at th e s al es man i n

.
th e e x ampl e pl ann e d to mak e s en se i mpres s ion s

n o t h o w h e c o u l d reas on i de as i n to t h e h e ad o f
p r o s p e c t s .
A c ertai n s al es man o f l ife i n s uran ce h ad s tu di ed

s al e s man s hi p tho ro u gh l y a n d b e came c o n vi n c e d
,
tha t h e c ou ld cl o s e more c on tracts with s en s e ap

p eal s th an i n an y oth er w ay H e s e t hi ms el f t h e .
tas k o f worki n g o u t ways to i mpres s al l th e vario u s

”
s en s es i n rea d i n e s s to t es t o u t an y pro s p e c t fo r
“
,
h i s d o mi n an t s en s e H ere are s ome o f t h e s en s e

.
appro ac h es h e pl an n ed :
T he o h to th e s en s e o f si ght w as pl an n ed
a pp r a c
with s everal grap hi c word p i ctures o f famil i es l eft

i n di s tress by t h e d eath o f th e bread earn er Th es e -
.
1 51
were p i ctu res drawn i n wo rds s o cl earl y that t h e

p ro s p e c t wo uld be mad e t o s ee th em .
T h e appro ac h to t h e s en s e of h eari n g w as
pl an n ed with a cc o u n t s o f t h e ac tu al wo rds s p o ken
to a wi d ow w h o vai n l y s o u ght work with whi ch
to s u pp o rt h ers el f T h e s al es man mad e ready to
.
i mpres s t h e ears O f pro s p ec ts with i ma gi n ed s en sa

tion s o f di s tres s s u ch as a h u s b an d would feel if h e
c o u l d dream h e w as d e ad an d th a t h e h eard h i s
wife b eggi n g f o r a mean s to make a b are l i vi n g .
S i mi l arl y t h e s al es man pl an n e d ap p eal s t o t h e

s en s e of s mell . H e p rep ared t o d es crib e t h e p oi s o n
o u s o d o rs of r e eki n g t en emen ts i n whi c h a p oo r
,
wi dow mi ght be forced t o l i ve .
Al s o h e pl an n ed how h e woul d d es crib e th e

tas te o f dry b read an d how th e p al a te wo u ld c ra ve
fo r tas ty foo d . H e w as r ead y with s u gges tion s
of th e mi s ery th a t fol l ows wh en t h e s en s e o f li ght
i s d en i ed i ts d u e i n d ark rooms H e pi ctu red a
, .
col orl es s e x i s t en c e i n t h e d rab

, d i n gy s urro u n d
,
i n gs an d cl oth e s o f poverty H e pl an n e d how h e

.
woul d d es cri b e th e ro un ded f orm o f a well fed -
c hi l d an d s how th at fo rm ch an ge d to t h e an gl es
,
o f s tarva tio n .
H e pl ann ed t o s how a wo man movi n g abou t o n

t h e s tree ts i n thi s di recti o n an d i n th a t b eggi n g
, ,
fo r work H e c on j ure d pi c tures o f th e wi d ow an d

.
c hi l dren co ld i n wi n te r an d h o t i n s u mme r .He

w as r ead y to d es crib e th ei r l o s s i n w ei gh t .He
s u gges ted h o w th e y wo u ld me e t with res i s tan ce
1 52
T he Selling Proc es s
fo r i n s uran ce t o p rot ec t h i s fami l y fro m th e col d

to whi ch h e w as p e cu l i arl y s en s iti ve .
Aft er h e b e came ex p ert i n t h e u s e of t h e s en s e

m etho d thi s s al es man ma de an ex tra o rdi nari l y
,
s u cc es s fu l r ec ord H e n earl y al ways go t h i s man

. .
S o me ti mes t h e appl i ca tio n wo uld b e w o n by

a pp ea l s o f s en s e to f ears o r an x i ety Wh en ever .
p os s i bl e, h ow ever, th e s a l es man made hi s app eals

to h op e a n d co nfi den ce, t hro u gh s en s e i mages He .
p i c tu red wi dow an d fath erl es s chi l dren mai n

a
f ai n ed i n c o mf o rt by i n s ur an c e p r o vi s io n s f o r th ei r
wel fare T h e el emen ts o f th eir c o mfo rt al ways

.
w ere s hown thro u gh s en s e i deas as li ght roo ms ,
to l i ve i n w armth i n wi n t er an d coo l n es s i n s um mer

, ,
an d s o o n C are w as t aken to m ake t h e s en s e

.
i deas vi vi d Th ey w ere n o t merely words

. .
I t i s evi d en t th a t l ife i n s uran ce s al es man s hip

.
whi ch c arri ed o u t su c h s ens e pl an s o f appro ach

wo ul d be mu c h more effecti ve th an t h e l ife i n
s uran c e s al es man s hi p th a t d e p en ds p ri n ci p all y
o n t ab l es of mo rt al ity s t ati s ti cs an d oth er fi gu res .
T he very s ame met ho d can be ap p l i ed wi t h even

g re a t er efi ec ti v
’
en es s to th e s a l e of i d ea s a bo u t a n y
g o o ds o r a n y p pr o os i ti o n .T h e l i n e y o u s ell h a s
a ttrib u t es whi ch wi ll app eal to al l t h e s en s es eith e r ,
by c ompari s o n o r by c o n tras ts R es h ap e yo ur pl an
.
o f a ppro ach o n t h e s ens e b as i s an d pr o v e by res u l ts

,
t h e p ow er of t h e s ens e ap p ea l .
Le t u s as s u me n o w th at t h e sa l es man h as p er
fec t ed h i s vario u s pl an s o f appro ach an d i s rea d y
1 54
to make h i s effort t o s ecu re an au di en ce with a

pro s p ec t Of c o u rs e h e s ho u l d h ave thi s s t ep al l
.
p l a n n ed o u t a s b es t h e c a n b e fo r e h e call s o n t h e
,
man h e i n t en ds to s el l .
W e real iz e th at the bes t s a l esmanshi p i n the w orl d

wi ll be us el es s if th e s a l es man can n o t get at th e p ros
p ect . Th erefore it i s i mp ortan t to make pl an s i n

an ti c i p atio n of d iffi cu l ti es th a t may bar t h e w a y
to th e b u yer s office T h e s al es man who rel i es o n

’
.
t h e i n s pi ratio n o f t h e mo men t to gai n h i m admi s

s io n to t h e pres en c e o f t h e man h e w an ts t o s e e ,
i s t aki n g l o n g c h an c e s o f ru n n i n g s hort o f i n s pi ra
tion at th e c riti cal mo men t It i s b ett er to go to .
t h e b u ye r s offi ce tho ro u gh l y prep ared

’
.
On e o f t h e very b es t w ays to get i n si de i s t o

”
t ake with yo u t h e I n tro du c tio n key I t wi l l
“
.
u n l o c k an y s tran g e d oo r an d u s u all y a dmi ss io n

,
wi l l be gran t ed after t h e d oo r i s u n l o cked Yet few .
s al es men avai l th e ms el ves o f thi s gr eat ai d i n s ell
i n g t o t h e ex t en t th at th ey mi ght u s e it
,
.
S ta ti s ti c s are n o t avai l ab l e to determi n e t h e per

c en tage of r e fus al s to re c e i ve t h e s al es man whi c h
c u t s d own th e avera ge of h i s d ai l y i n t ervi e ws bu t ,
w e kn ow th at t h e s al es man i s fre qu en tl y b alked at

t h e o u ts e t o f hi s s el l i n g e ffort H e c an t r e ach
’
.
h i s man Thi s i s es p e ci al l y t h e c as e with t h e big

.
b u yers w h o are fen c ed abou t with cl erks an d

,
pri vat e s ec r etari es T h e c l o s e d g at e mu s t be

.
o p en ed s o mehow T h e average s al es man i s ab l e

.
to do hi ms el f j u s ti ce if h e on ce reach es th e pres
1 55
en c e of th e man h e wan ts to is s el l . H en ce it
vit all y n e c e s s ary t o pl an h o w t o s ecu re an au d i
en c e An i n tro du ctio n wi l l ac c o mpl i s h th e des rred
.
res ul t b etter th an wi l l an y oth er mean s T h e .
s al es man th erefo re s ho u l d be e q ui pp ed with thi s
key wh en ever p o s s ib l e .
I ntr oducti on s T he tru e s al es r forgets th at h i s i s a

man n e ve
mi s si on Of s ervi ce With thi s c o n s ciou s n es s h e

.
s eeks i n tro du c tio n ; n o t with t h e p u rp o s e t o worm
hi ms el f i n to a pro s p ect s pres en c e bu t s o th at h e

’
,
may wal k i n s traight an d w el l accred ited H e d o es -

.
n o t b egu i l e p eo pl e i n to gi vi n g hi m l e tt ers o f i n tro
du c tio n H e as ks fo r th em fran kl y s tati n g h i s

.
,
obj ect c o n vi n ci n gl y H e makes no re qu es t fo r a

.
recommen da ti on of hi ms el f o r o f h i s pr o p o s iti o n ,
un l ess t h e ci rcu ms t an c es w arran t h i m i n b el i evi n g
th a t t h e p ers on fro m who m h e d es i res a l etter

wo uld be wi ll in g t o rec o mmen d h i m T h e sal es man .
j u s t as ks t o be i n tro du ced .
If thi s di s ti n ction were thorou gh ly apprec i ate d

by s al es men th ey wo ul d be ab l e to get i n tro du c
,
tio ns to all th e i mp or tan t b u yers i n th e ir territory .
E very b u yer h as fri en ds an d val u ed ac qu ai n tan ces .
It i s n o t h ar d to l earn w h o th ey are Wh en a .
s al es man an ti c i p ate s d iffi cu l ty i n re achi n g a big
man h e s hou l d make a p oin t o f ge tti n g ac qu ai n te d

firs t with s o me o n e who kn ows th e bi g man Th en .
,
if th e sal es man takes c ar e to make a fi n e i mpres

s io n it wi ll be eas y to r e qu es t Ju s t gi ve me o n e o f
“
, ,
y o u r c ar d s p l ea
, s e a n d a wor
,
d or two to M r .
1 56
i g repres en ta tives l etters o f i n tro du c tio n to th e

el n
p r i n c i p a l b u y e rs i n t h e sal es m a n s t e rr
’
itory it pays ,
a c o u rtes y to both t h e b u yer an d t h e s al e s man i n
e ac h l e tt er C o u rte s i es al way s make goo d i mp res

.
s io n s . T h e l e tter s ho u ld be b ri ef I t i s s u ffici en t
.
to s ay after a ddress i ng th e b u yer by n ame an d

titl e D ear Mr S mith : Thi s wi ll i n tro du ce Mr
, . .
Tho mas B rown w h o repres en ts u s You rs very

, .
tru l y Jon es C omp any by E dward Jo n es

, , .
N o w wh at i s t h e e ffec t o f s u ch a l e tter o f i n tro

du ctio n Fi rs t t h e s al esman i s ab l e t o pres en t
?
,
hi ms el f i n th e ou ter office as o n e who h as a ri ght

t o s e ek admi s s io n to th e s an c tu m T h e offi c e bo y .
o r a cl erk wi ll be u n l i kel y to sn u b h i m o r to a t
te mp t t o hi n der h i m Ni n e ti mes o u t o f t en a l et
.
t e r o f i n tr o du c tio n wi l l be c arri e d withou t an y

qu es tion to e ven a bi g b u yer ; thou gh a cal l i n g card
wou ld be s cru ti n iz e d s u sp i ciou sl y by u n derl in gs .
S ec on d wh en th e b u yer ge ts a n ote o f c o urtesy

, ,
s ign e d by th e h e ad o f th e s al es man s ho u s e or by
’
s o me o n e o f high s tan di n g i n th a t hou s e h e f ee l s ,
an O b l igatio n o f c ou rt e s y i n re tu rn H e may n o t
.
think o f th e sal es man as h i s b u s i n ess e qu al bu t h e ,
wi ll rec ogn iz e th e bu s in ess e qu al ity o f th e man

who s e n ame i s s i gn ed t o th e l e tter A refu sal to .
s ee th e sal es man wo u l d be a s n u b to h i s offic i al s u
p e rio r Th
. er e fo re t h e c h an c e of d is c o u rt e s y i s
mi n i miz ed T h e s al es man i s mu ch more l ikel y to

.
s e cu re an au di en ce th an h e wou l d be if h e j u s t s e n t
i n a car d Thir d th e sal es m an i s di gnifi e d by a

.
,
1 58
l e tter of i n tro du c tio n H e i s made to app ear as

.
a real ambas s ado r o f c o mmerc e an d d o es n o t creat e
th e i mpress io n o f b e i n g a p e ddl er .
T h e c o mbi n e d e ffect th erefo re greatl y i m , ,
p roves t h e s al e s man s c h an ces n o t o nl y to s ee h i s

’
,
man but to i mpress h i m w ell wh en th e i n tervi ew

,
i s gran te d .
S u ch l e tters o f i n tro du c tio n can be u s ed o n l y

o n ce with an y b u yer o f c ours e H en ce i t i s i m
, .
p ortan t tha t th e s a l es man make s u ch a go od i mpres

s i on th e fi rs t t i me h e cal l s that h e wi l l be w el co me
to co me a ga i n T h e val u e o f th e l e tter o f i n tro

.
du ctio n mu s t be appreei at ed an d th e s al es man ,
mu s t l ive u p t o t h e mo s t th at c ou l d be exp ecte d

o f h i m by th e p ro s p e ct I t h app en s often u n fo r
.
,
tu n atel y th a t a s al e s man u s es a l e tter o f i n tro

,
du ctio n as a s o rt o f ji mmy an d makes hi ms el f as ,
u n d es i rab l e as a b u rgl ar aft er h e g et s i n to t h e ,
b u yer s offi ce T he l etter of i n tro du ct i on j u s t gi ves

’
.
the s a l es man an op p o rtu n i ty to demo n s trate the ki n d

of s a l es man h e i s I f h e i s th e wr on g ki n d h i s firs t
.
,
vi s it wi ll p rob ab l y be hi s l as t Bu t t h e right ki n d .
o f a s al es man a ft er o n ce b e i n g re c ei ve d by a b u y er
, ,
wil l fi n d th e b ars down th e n ex t time h e call s T h e .
time to pl an f o r th e s ec o n d au di ence i s before an d

du ri n g th e fi rs t au di en ce .
W e wi ll n o t c on s i der h ere h o w to get i n to th e

s an c tu m a g ai n aft er h avi n g b e en rec ei ve d o n c e
,
.
A good s al es man n eeds n o better i n tro du cti on f o r

hi s s econ d vi si t than th e i mp ressi on h e made th e
1 59
fi rs t ti me he call ed After th at h i s n ame o r h i s

.
c ard s ho u l d s u ffi c e t o s ec u re an i n t e rvi ew .
I t i s i mprob abl e th at a s al es man e qui pped with

t h e b e s t l e tte r o f i n tro d u c tio n h e c an obtai n wi ll
be d en i ed admi s s io n to a b u yer s p res en c e bu t
’
,
often th e sal es man c all s witho u t an y l etter H e .
s en d s i n h i s n am e an d t h e offi c e b o y bri n gs b a ck
t h e b u y er s refu sal to s e e h i m Wh a t i s t h e sa l es
’
.
man t o d o th en ?
I f t h e refu s al i s a s urpri s e to h i m if h e i s taken ,
u n aw are s t h e s al es man wi l l s how th a t h e i s di s c o n

,
c ert e d v ery l i kel y An d t h e o ffi c e b o y wi l l gri n

,
.
a t h i s re b u ff Bu t if t h e s al es man h as p rep are d

.
—
h i ms el f f o r a tu rn d own f o r vario u s ki n ds o f
-
—
tu rn d own s h e wi l l be ready with a qu i ck c o me
-
b ac k Al l o f u s can thin k o f thin gs w e might h ave

.
s ai d af t er th e ti me wh en s ayi n g th e m wo u l d h av e
,
d o n e u s an y goo d Th es e a ft er thou ght s are i n

.
-
e ff e c ti ve T h e s alesman sh ou l d thi n k ah ead and be

.
“ ”
l oaded .
T he cu r t f
re u s al s ,ki n d, may be
re us a l s
f o f an y
an t i ci p a ted p rett y a ccu ra t el y B u y ers who d o n t

’
.
wan t to s ee s al es men with who m th ey are u na c

q u ai n t e d , u s e c er a n s t i
to ck ex pres s ion s al mo s t i n
vari ab l y Th e y s en d o u t wo rd th a t th e y are
'
“
. to o
”
b us y ; o r d on t n eed an ythi n g i n yo u r l i n e o r
’
s i mi l ar f ami l i ar me s s a ge s o f rej e c tio n T h e s al es .
man s ho u l d p l an to u ti li ze s u ch h abi tu al ref us als

’
to ma ke an i mp ress i on t ha t h e i s an ex cep ti o n H e .
s ho u l d real iz e t h e s ta te of t h e b u yer s mi n d an d
’
1 60
in so me certai n n eed b u yer may n o t real iz e

. T he
hi s o wn n ee d bu t to t h e s al es m an it mu s t be a
,
ve ry rea l n ed In p l an n i n g to s ecu re a u d i en c e s
e .
a fte r b ei n g re b u ffe d by t h e m es s age th a t t h e b u y er
d o es n t n e ed an y thi n g t h e s al es man mu s t d evi s e

’
,
wa ys o f s u gges ti n g th e actu al s ervi ce h e h as c o me

to p erfo rm H e mus t h ave s o me mes s age at h i s
.
ton gu e s en d i n readin es s to s en d b ack to t h e b u yer

’
who tu rn s hi m d own th rou gh a s u bordin at e Of .
c o u rs e h e s ho u l d h a ve a vari e ty of c o me b a c ks a l l -
,
a t c o mma n d a n d al l d e fi n it e l y pl an n e d i n a d van c e
,
f o r emerg en ci es .
A very s u cces s fu l s al es man ma de a p ra cti c e of

keep i n g i n cl o s e s t to u ch w ith t h e marke t c on di
tion s i n h i s trad e Wh en a b u yer s e n t o u t wo rd
.
th at t h e s al es man wo u l d n o t be re c ei ve d thi s ,
s al e s man i mm e di at el y s en t i n wo rd s o me thi n g l i ke
thi s o n a card I h ave n o t c o me t o s el l yo u an y

, ,
“
goo ds to day bu t t o gi ve yo u s ome i n forma tion

,
abo u t tra d e c o n ditio n s i n whi c h y o u a re e s p e ci all y

”
i n t eres t ed .
N earl y al ways thi s wo u l d ge t t h e s al es man i n

s i d e t h e s an c tu m Th en h e wou l d n o t s i t d own
.
u n l es s i n vit ed to d o s o bu t wo u l d at o n ce gi ve
,
t h e val u ab l e i n fo rmatio n h e h ad H e s cru pu l o u s l y .
r e frai n ed fro m an y s u gges tio n o f a pu rp o s e to s ell
a t th a t ti m e Bu t h avi n g pl a c e d t h e b u ye r u n der
.
,
ob l i gatio n to h i m with th e in formation s ervi c e th e ,
s al e s man r e q u es t ed a n a p p oi n tmen t a t a l at e r ti m e
to c o n s i der h i s pr op o s ition I t s eldo m h app en ed .
1 62
th at h e w as refu s ed I n de ed t h e b u yer u s u all y

.
,
wou ld p ro p o s e th a t th ey tal k right th en an d

th ere .
I t i s e vi d en t th at the s al es man who comes p re

p ared f or difii cu l ti es w i l l be mu ch mo re l i kel y to
o verco me th em T h e ti m e wh en a ctu al s ell i n g c an
.
be d o n e m o s t e ffe c ti vel y i s l i mit ed Wh en an l n .
t ervi ew i s r efu s ed t h e s al e s m an l o s es ti me h e
,
might h ave u s e d f o r a c tu al s el l i n g ; I t i s i mp o r
t an t to con s erve tha t ti me N O s al esman i s ej fi ci en t
.
wh o i s tu rn ed down of t en bef ore he s ees the bu yer .
S u c h ad van c e fai l u res c an be gu ard ed a gai n s t s o

wel l th a t th e y wi l l b e c o me i n fre qu en t i n s tead o f
c o mm o n .
.
A l s o th ere i s n o n eed f o r bei ng t hwarted by s u b
o rdi n a t es . No m att er how effecti ve may be t h e
fen ce o f c l erks an d as s i s tan ts i n k eepi n g ordi n ary
,
s al e s man fr o m t he big man i n t h e s an c tu m t h e ,
s ki ll ed s al e s m an wi l l n o t be b arre d o u t .
S u bo rdi n a t es ,
e s p e ci al l y p ri vat e s ecre tari es ,
s ho u l d be s tu d i e d by t h e s al e s man w h o e x p e c t s to
c all o n m an y big b u y ers H e s ho u l d p l an h o w t o

.
d ea l with th em H e n e e d s t o h ave wo rk ed o u t
.
d e fin it e p ol i ci es f o r h an d l i n g cl e rks an d O ffi c e a s
s i s t an t s
. T o o man y s al e s m en i gn ore t h e i mp o r
t an c e o f th e s u bo rdi n at e H e i s pu t i n to h i s p o s i
.
tion as an ai d t o t h e b u yer H e i s gi ven a pl ac e o f

‘
m or e o r l e s s tru s t an d re al iz es hi s r es p o n s ibil ity

,
W h en h e i s tre ate d a s if h e w ere b en eath t h e n oti c e

o f t h e s al es m an h e re s en ts t h e a ttitu d e o f t h e
,
1 63
T he Selling Proces s
c all er , an d is a pt to b eco me i mpu den t o r an tagon

i s ti c i n s ome oth er w ay .
T he s al es man try to p l a ce hi ms elf i n th e

s hou l d
ssm lif
I a dl ’
a a t aa
p l aces Of th e s u bo rdi n ates h e meets , an d s ee the
s i tua ti o n f rom th ei r s tandp oi n ts . He s ho u ld p l an

to meet every cl erk or u n derli n g wi th reco gn i ti on o f
the ty and resp on si bi li ty of that p ers on
a u th o ri .
Fawn in g o r ob s e qu iou sn es s will make wron g i m

p res s io n s o n a s u bordi n at e Bu t c ou rt e ou s fri en d
.
l i n es s an d th e b eari n g of e qu al ity wi l l make ri ght

i mpress ion s .
T h e e qu al ity r ec o gn iz ed i s j u s t man an d man

e qu al it y — s u c h as t h e l aw r e c o gn iz es It i s n o t a .
s o ci al qu es tio n an d t h e sal e s man n e ed n o t a d ap t

,
hi msel f t o th e s o ci al s tatu s of th e di ff eren t su bor

d i n at es h e mee ts H e s i mp l y s hou ld treat them
.
a l l wi t h res p ect a n d act a s i f h e exp ected thei r

,
res p ect i n retu rn as a ma t ter Of co u rs e T h e s al e s .
man cann ot as s ume a f al s e a tti tu de o f r es p ec t f o r

s u bordi n ate s H e mu s t f eel i t s i n cerely H e mus t
. .
h ave a real feel in g of fri en dl i n es s to th em an d to

to al l manki n d as h i s e qu al s
,
.
An artifi ci al s mi rk o n t h e fac e o f t h e sal es man

who i s met by a cl erk i n th e o u ter o ffi ce o f a b u yer ,
won t h el p to get th at sal es man i n s i d e th e d oo r of

’
th e pu rc h as i n g agen t Bu t a s mil e o f g en u i n e
.
c o rd i al ity i s ahn o s t s ur e to warm r ec i pro ca l c o urt
esy . S t en o grap h ers are pl eas ed wh en th ey are

s hown d ef eren c e as l adi es C l erks l i ke to be tre at
.
ed as g en t l emen Th es e s u bordi n ates h ave co n

.
1 64
matters th e feel s h e s hou l d take u p

sal es man
d irec tl y with th e b uyer hi ms el f th e sal e s man ,
s hou l d s ay c ou rte o u sl y th at h e wi s h e s to s p ea k
with th e big man o n th at matter .
A p rivate s ecre tary deal s with man y cal l ers of

big man s iz e H e wi l l respect an y s al es ma n who
-
.
p res en ts hi ms elf wi th evi den ce t ha t h e i s the ca l i

ber of the p eop l e th e bu yer i s accu s tomed to s eei n g .
T h e trul y big s al es m an i s n o t ap t t o be do mi n ee r
i ng or f as s ertive H e h as s el f respec t an d
s el -
.
-
s how s it u n obtru s ivel y H e treats th e p ri va te s ec

.
re tary a s h i s e qu al for th e p u rp o s es o f th e ir co n
ta c t i n t h e ou ter office bu t h e avoi ds an y s u gges

,
tio n th at h e i s tryin g to curry favor H e ac ts .
merel y as if h e fel t en ti tl ed to h ave t h e bu y er h i m

s el f p as s o n t h e qu e s tio n o f h i s a dmi ss io n F ew .
p ri va te s e c r e tari es wi l l r i s k r e fu s i n g an au di e n c e
to a m an who s eems en tirel y c on fiden t of h i s ri ght
to as k it .
T h e sal es man mu s t be p repar e d with cou rage

wh en h e en ters th e office of a pro sp ec t H i s c ou r .
age mu s t b e s e c o n d n a tu r e n o t j u s t bol s t er e d u p
,
fo r th e o cca s io n H e mu s t feel free from any s ens e

.
of app reh en s io n This pros p ec t i s a b u yer H e

. .
c ou l d n o t exi s t if h e di d n o t bu y wh a t h e n ee ds .
S o me o n e wi ll s ell h i m th e thin gs h e re qu ires I f .
t h e s al e s m an i s c o n s c io u s th a t h e wi l l be ab l e to
p erform a r e al s ervi c e for this p arti cu l ar b uy er h e ,
wil l be c ourage ou s T hat cons ci ou s n es s Of cou rage

.
i s to be devel op ed bef ore the i n tervi ew i s s ou ght It .
1 66
T he Sel lin g Proc ess
is j u s t c on s c iou s n es s of t h e p o vver th a t co mes

’
fro m b ei n g ri ght .
U n l es s th e s a l e s man c an crea e t th e i mp res s ion

of c ou rage wh en h e e n te rs an o ffi ce h e i s a p t t o
,
be tu rn ed down by an offic e b o y o r a m ere gi rl .
Bu t everybo dy i n the wo rl d ad mi res th e tru l y bra ve

man T h e h ars h es t , mo s t
. c ran ky b u yer wi l l be
i mpress ed with c o u rage i n a s al e s m an , an d wi ll
treat it with res p ec t B u yers n a tu ral l y s how c o n

.
t e mp t f o r s al e s men who fawn u p on th em o r are

o ver ob s e qu iou s Bu t i n o n l y t h e rares t c as e s i s
-
.
a s al es man with tru e c o u ra ge i n s u l t e d Th erefo re .
c o u ra g e s ho u l d be a c qu i red i n ad van c e I t s hould .
b e co me n atu ral t o th e s al es man H e s h ou ld make .
a p ra cti ce of f a ci n g a ll di fii cu l ti es of lif e bravel y .
H e s hou l d trai n hi ms el f to be c o u ra ge o u s .
W e meet a fel l ow p retty often w h o s u b mits to

browb ea tin g by an yon e th at c hoo s es t o i mpo s e o n
h i m In a P u l l man s m o ker a s al es man l ets an oth er
.
s al es man d o mi n e er o ver h i m i n t h e d i s cu s s io n o f
b us in es s o r p ol iti cs T h e ti mi d s al es man s ays

.
,
”
Yes y es whe n h e thi n ks No
, , I t i s n o t n e c es
“
.
s ary to ge t i n to wr an gl es with b l owh ard s bu t th e y ,
a re e x c el l en t mat e ri al t o p ra c ti c e o n f o r t h e d e
vel o p men t of c ou ra ge Al l o f u s me e t p e o pl e eve ry

.
d ay who c h all en ge o u r c ou ra ge A cc ep t tho s e .
c h all en g es S how c o urage

. Yo u have n othi n g to
.
l o se by b ei n g b rave wh en y o u tal k with an oth er

man Th at d o es n o t mean s wa ggeri n g C o u ra g e
. .
d o es n o t carry a c hi p o n t h e s hou l d er Bu t j u s t .
1 67
real iz e th a t yo u h ave a right to y our o pi n ion s an d

d on t kn u ckl e to an oth er f el l ow who diff ers
’
.
A y oun g sal es man who h ad trembl ed every ti me

h e ca l l ed o n a s tran ge b u yer mad e hi ms el f c o ur
a geo us by maki n g a p ra c ti c e o f s ta ti n g h i s o p i n io n s
hon es tl y o n every o ccas ion h e h ad wh en h e w as

with p eopl e to who m h e di d n o t n ee d t o gi ve an y
tho ught afterward I f a man sai d t o h i m i n a
.
s treet car s o me thi n g with whi c h h e di d n o t agr ee
h e s ai d s o fran kl y .W ithi n s i x m on th s th at ti mi d
s m an h a d l earn ed fr o m e xp eri en c e th a t th ere
s al e
w as n o o n e h e n ee d ed to be afrai d o f H e b uil t up
.
s el f r es p e c t an d c o u rage ; th en wh en h e call ed o n
-
b u yers h e fel t n o f ear

, .
A v oi d T ak in g I t i s n o t n e ces s ary to l ea rn fro m d ear experi

Mi ssteps
en c e h o w no t to a pp r o a ch a b u y er an d how n o t
to s eek fo r au di en ces Th es e mi s s t eps o f s al es

.
man s hi p may be avoi d ed from t h e b egi nn i n g by

thorou gh prep aration an d forethou ght B ef ore the .
s ales man begi ns maki n g mi s ta kes i s the ti me to

bagi n s ell i n g th e ri gh t w ay T h e ti me s pen t i n pr ep
.
r tion wi l l
a a p ay d i vi d en d s thro u ghou t a sal es
man s caree r
’
.
Ri ght p rep arati on , bef ore the fi rs t w ord i s s p oken

to a bu yer, wi l l i ncr eas e a s a l es man s ba t ti n g aver age
’
a t l eas t o n e h a lf , and i s li kel y to do u bl e hi s p er cen t

-
age Of efii ci en cy T h eref ore get ready bef ore you s ta rt

.
i f yo u h op e to go f ar .
H e nce th e s al es man can l ear n wh a t his pros pec t

thin ki ng onl y if h e i s abl e to tell wha t i s th e
mean i n g of th e words an d to n es h e h ears an d
ac tio ns h e s ees T h e p ro c ess o f s izi n g up
.
bu yer th erefore i s d ou bl e T h e sal esman mus t

, ,
.
onl y p ercei ve th e di ff eren t wor ds tones an d move ,
men ts o f th e p rosp ec t ; bu t al s o mus t trace each

back to th e men ta l acti on f
O whi ch i t i s a fl ex
re .
It is ou gh to n ote ac cu ratel y al l th e b u yer

n o t en
say s an d d o es Th at i s j u s t th e firs t h al f of th e
.
p r oc e ss It i s.ess e n ti al th en t o i n terp r et t h e wor ds ,
to n es an d movemen ts accu ra tel y .
P er cep ti on Le t o i der firs t th e imp ortan t el emen t o f

u s c ns
p er cep ti o n i n s izin u
g p t h e b u y e r La ter w e will .
give o ur e s p ec i al a tt e n tion t o th e i nter pr etati on

of wh at i s p erc e ived .
At th e ou tse t w e n ee d to draw a ve ry cl ear dis

ti nc tion b e tw ee n wh at th e b u yer pre ten ds to be
thin ki n g an d wh at h e reall y i s thin ki n g T h e u n .
train e d sal es man s izi n g u p a b u yer i s apt to be

fool ed by artific ial devic es e mpl oyed by th e pro s
p ee t fo r sel f pr ote c tion ag ain s t t h e wi l es o f sal es
-
men . P rofess ion al b uy ers e s p ec i al l y gro w in to

t h e h abit of en deav ori n g to c on c e al o r d is gui se
th eir thou ghts T h e ski ll ed sal es man ta kes thi s
.
c h ara c te ris ti c i n to ac c ou n t H e th erefor e n ote s

.
a l l i n d i ca tio n s o f thou ght ; th e n if h e fin ds c o n
t radi c ti o n s h e make s u p hi s mi n d whi ch i n dica tio n s

,
are re al an d whi c h are artifi c i al .
1 70
It i s n o t di fficu l t to make th e di s ti n c tion i n m o s t fifé g e a d

r e e ve
c as es . T h e words to n es an d m oveme n ts whi c h are Si g ns

,
e mpl o ye d cons ci ou s l y by t h e b u y er are tho s e h e
u s e s f o r camou fla ge if h e i s i n t h e h abit o f tryi n g

,
to di sgu i s e o r hi de h i s real thou ghts Bu t n o man .
ca n h el p sayi n g o r d oi n g thin gs th a t are go ve rn e d
by wh at i s c all e d h i s s u b cons ci ou s mi n d -
T h es e .
a re th e man if es t a t i o ns of men t a l refl exes tha t th e
s al esman can rely o n S o h i s o w n mi n d s ho u l d

.
be p arti cu l arl y al ert to p erc ei ve i n di cation s th at are

n o t t h e res u l t o f t h e b u yer s cons ci ous me n tal a c
’
”
ti vi ty T h e b u y er i s s u r e to give hi ms el f aw ay
“
.
withou t real izin g it even wh en h e i s tryi n g h i s

,
h ar des t to make a c on tradicto ry i mpress ion o n th e

sal es ma n .
S upp os e , fo r i ns tan ce th at , y o u c al l o n a o
pr s S ub -
c onsc i ou s
m
p ec t who p re ten ds to be very gr uff an d u n ap
In d k ati
p r o ach abl e H e h as pu t o n a b rus qu e ,

. e ven h ars h
man n er . owl s an d tal ks i n an u nf ri en dl y
He sc
way Are yo u to s iz e h i m u p as a cra b e cau s e

.
“
o f th e s e i n di ca tio ns ? H i s wo rds an d to n es an d
ac ts th a t rep el y o u s how h e i s con s ci ous of th e m .
S o h e c an pre ten d with th em B e al ert to p erc eiv e .
th e thin gs h e d o e s whi ch are n o t i n ten ded to i m

p ress you the t hi n gs h e does s u b con s ci ou s l y
, For -
.
i ns tan ce hi s office s u bordin ates may di sprove th e

,
b uyer s artific i al crabb e dn ess Yo u n oti c e th a t th ey

’
.
d o n o t app ear b rowb eaten I f h i s O ffic e b o y d o es n t

’
.
s e em afrai d o f t h e bo ss y o u n ee d n o t be
,
Note t h e .
mu s cl es tha t pro du c e th e sc owl Do es th e bu yer .
1 71
h ave to make th e frown ; do es it rel ax mo men tarily

an d h ave t o be d o n e o ve r agai n ; or i s i t evi den tl y
p art Of hi s characteri s ti c expres si on

? If th e office
s u bor di nates o f y ou r p ro spe c t don t s eem to be
’
u n der a s tra i n an d if t h e mu s cl es h e frown s with

,
do s eem to be s train i n g to k eep th e s c owl o n h i s

face yo u will kn ow th a t h i s mann er words an d
, ,
ton es are artifici al Yo u wil l n o t was te ti me an d

.
e ffort i n attemp ti n g to mo l lif y thi s b u yer for h e ,
i sn t reall y a crab at all Yo u p res en t an i dea

’
.
to h i m th a t yo u b el i eve will s tir h i s i n teres t ;

i n s tead o f goin g throu gh an y prel imin ary s ooth “
”
i n g p ro cess . H e forge ts hims el f an d y o u are
i n s i de th e firs t b arri er h e b u il t to keep yo u ou ts i de .
Wh at a man says th e ton e i n whi ch h e speaks

, ,
an d h i s ac tio ns i n d i ca t e n o t o n l y wh a t h e i s thi n k
,
i n g n o w bu t h i s pr evi ou s men tal pro cess es

, So .
h i s u tteran c es an d h i s mov emen ts s houl d be p er

c ei v e d di s cri m i na ti n gl y i n o rder th a t th e sal es
man may j u dge wh a t are th e characteri s ti cs of th e

b u yer T h e s al esman wan ts pri mari l y to l earn
.
wh a t are th e pro spec t s ha bi ts of thou ght What

’
.
he happ ens to be thi n ki n g at the momen t i s of

s econdary i mp ortan ce; s i n ce h e s u rel y wi l l revert
to hi s ha bi tu a l thi n ki n g l ater .
A man i s a c ompl ex organ i s m Bu t h e do es .
n o t r eal iz e th at H e do es n o t an al y z e hi ms el f
. .
T h e sal es m an how ever mus t s tart h i s s izi n g u p

, ,
of th e b u yer with compreh e ns ion o f th e n ecess ity

for payi n g the clos es t attenti on to detai ls Too .
1 72
I f th e ge n eral ob s erv a tio n an d t h e s p ec ifi c o bs e r

gmt
cc k i n
o
e 8
e no
va tio n a gree t h e s ki l l fu l sal es man kn ows h e i s

,
ri gh t I f they d isagree h e s u sp ec ts th at th e gen

.
,
e ral ob s ervation i s misl eadin g H e pro mp tl y .
t es ts o u t t h e p oin t with an oth er s p e cifi c ob s erv a

tion If thi s c o n firms th e firs t sp ec ific ob s ervation
.
,
h e accep ts th e i n di ca tion as tru l y s i gn ifican t of t h e

c h ar ac teris ti c of t h e b u yer .
Now wh at do w e mean by s p ec ific ob s erva

,
tions ? Le t u s il l u s tra te I t i s i mp ortan t t o o h .
s erve , f o r i ns tan c e th e p h ys i cal s tru c tur e o f a

,
p o p ec t Wh at do is h ead an d face i n dica te

h
r s .
?
Wh at do hi s s houl ders an d ch es t tel l abou t hi m ?

Are an y o f h i s c h arac teri s ti cs reveal e d by h i s
ab d o men o r by hi s h an ds ? W e al l kn ow th at
wh en w e c ons i der th ese fac tors o n e by o n e each ,
makes an i mp ress ion o n o ur mi n ds a s pec ific i m ,

!
p re ss ion At fi rs t gl ance w e rec eive a g en eral

.
i fn press i o n o f t h e man i n whi c h th es e d e t ail s are

,
merged I t woul d be u n sa fe to rely o n th at gen

.
e ral i mp ress io n how e ver ; though it m ay be c o r

,
rec t Bu t if w e s ize u p hi s h ead h is face h i s

.
, ,
s hou l ders hi s c h es t h i s a b d o me n an d h i s h an ds ;
, , ,
an d if o ur i mpr es s io n of h i m i s n o t c h a n g ed as
a res ul t w e h ave c o n fi de n ce i n it s u c h a s w e c o u l d
,
n o t f e el b e fo re Th ere are many oth er fac ts of

.
,
c ou rs e ,
which s houl d be ob s erve d s p ec ificall y .
Bu t th e six de ta il s me n tio n ed ill u s tra te th e i de a .
S u pp o s e th a t th e ge n eral i mpress ion w as of a

ra th er s tol i d eas y goi n g man
,
-
Le t us ass u me th at.
1 74
his h ea d w as ordin ary that h i s face w as h e avy

, ,
h i s s ho ul ders ro u n de d h i s c h es t thi ck an d th at
, ,
h e h ad th e p au n c h o f a h earty big eater Bu t , .
s p ec ific ob s e rvatio n o f h i s h an ds d i s cl o s e s th at h i s
fin ger nail s are bitten to th e qu ick E viden tl y .
th e g e n eral ob s e rvatio n l e d u s to th e err o n e ou s

c o n cl u s io n th a t thi s man i s s tol i d an d eas y goi n g -
.
T h e bitten fi n g er n ail s p ro ve th a t h e i s n erv ou s

an d s u gg es t t h e l i ke l ihoo d o f irri t abi l ity It i s .
n ec e s s ary to readj u s t o u r s iz e u p I f w e p ro c e e d
-
.
with th e s ell in g p ro c es s es o n a wron g hyp oth es i s

an d tre a t thi s m an o n t h e a s s u mp tio n th at h e i s
s tol i d a n d eas y goi n g h e i s ap t to fl y off t h e h an dl e

-
,
an d s p i l l t h e b e an s .
T h e ill u s tratio n d em o n s trates th e imp ortan c e P erc e i v e I te ms

D on t R e l y o n
’
of sp ecific ob s ervation o f de tail s T he mas ter G en era l E ff ec t .
shl es man trai n s hi mself to p ercei ve i t ems rath er than
a ggrega tes .T h e s tu den t o f s al es man s hi p s houl d

prac ti ce anal y ti cal ob s ervatio n a t a gl an c e We .
kn ow th ere are men w h o c an l ook at a wi n dow

di sp l ay fo r a s ec o n d ; th en tu rn th eir b acks an d
n am e tw en ty ti m e s a s m an y ar ti cl es as a n o rdi n
ary ob s erver c o u ld re cal l s eei n g Thi s i s t h e s ort

.
o f an ob s erv atio n a s al es man mu s t be ab l e to
m ak e . In t h e firs t f ew mo men ts O f me e ti n g th e
p r o s p e c t ,t h e sa l es ma n h as ti m e e n o u gh to O h
s erv e a h u n dre d d e ta il s an y o n e o f whi c h may
,
g i v e hi m t h e c l u e to t h e b e s t w ay h e c a n app r o a ch
thi s b u yer s in teres t o r warn hi m n o t to make

’
,
a p re s e n t atio n th at wo u ld l es se n h i s c h ances f o r
se ll i n g .
1 75
Wi thou t kn owl edge i t i s i mp oss i bl e to arri ve

T he s al es man s fi rs t efi ort,
’
at correct con cl u s i o ns
'
th eref ore, s h ou ld be to ma ke hi s i n s tan tan eou s co l

l ecti on f
o p ercep ti ons , rath er tha n to deci de wha t
they i n di cate . He ho ul d keep h i s min d Op en f o r
s
f acts on l y th e firs t sec on d o r two after h e en ters

t h e b u yer s pres en ce ; th en wh e n h e kn ows s uf
’
fi ci en t d e tai l s it wil l be s afe fo r h i m to b egin th e ir

i n terpre tation T h e s ize u p of c ourse i s n o t c o m
.
-
, ,
p l e t e d u n til t h e i n t e rvi e w i s o ver S o t h e sal es man

.
s ho ul d be al ert all throu gh th e variou s sel l i n g
p r o c es s es to de tec t an y addition al i n di ca tio ns of

th e b uyer s thou ghts
’
.
1 h m?
{33g i H e s houl d be c areful however n o t to make , ,
mi s takes I t i s better to proceed cau ti ou s ly w i th

.
the kn own f acts , if th ey are f ew, than i t i s to

even
j u m p to co nc l u s i ons th a t m a y n eed to be r et rac ted .
E ach n ew i n di ca tion p erce ived i n th e c our s e o f

t h e i n tervi e w s ho ul d add to t h e sal es man s pre
’
vi o u s kn owl edge o f th e b u y er ; n o t s u btrac t s u b

s tan ti al l y fro m th e s iz e u p al ready ma de
-
C ou s e .
qu en tl y a s th e sal e pro ceeds , th e sal es man s ho ul d

feel s urer an d s urer o f h i s grou n d .
T h e obj ec t o f th e s iz e up i s l o s t s ight of by
-
man y sal es men It i s to make th e sal es man s work

’
.
o f ac tu al s ell i n g as e ffi c i e n t as p o ss ibl e In fac t , .
th a t i s th e obj ec t of ac qu iri ng s ki ll i n all th e

vario u s pro c es s es of th e sal e This obj ec t i s .
acc o mpl i s h e d i n two w ays , of c ou r s e Fi rs t , mi s .
takes are avoi ded, with th eir dan gers Se co nd, .
1 76
mus t be i n terpreted T h e s al es man however

.
, ,
n ee ds
t o m ake more th an a p s ycho l o gi ca l an al ys is of t h e

bu yer I t i s n ec es sary th at h e al s o be abl e to de ter
.
mi n e how h e can us e or w ork u p on th e qu al iti es h e

d is c o vers s o th at hi s s ell i n g e ffor ts may be fac il
,
i ta ted an d ma de mo s t e ffec tive .
I n terpre ta tion th erefore in vol ves two pro cess es

, ,
.
F irs t th e re al mean i n g o f a word a to n e o r a mo ve

, ,
men t mu s t b e re ad fro m t h e ou tward i n di ca tio n .
S ec o n d th e sal es man mu s t an s wer c orrec tl y t h e

,
qu es tion H o w c an I make u s e of this qu al ity o r

,
“
c h ara c te ris ti c I h ave j u s t l earn ed thi s bu yer

”
p o ss esses ?
D o e s this rep ea te d s u b di vis io n o f o u r s u bj ec t
se e m to i n vol ve s o ma n y c o mp l i ca tion s as t o make
a c o mp re h e n s i ve s iz e u p i mp rac ti ca b l e i n t h e s hort
-
ti me th e sal es man i s with th e b uyer I f y o u thin k

?
th at, s top an d c on vi n ce y ours el f o f y our error I t .
i s e n tirel y p rac ti cal t o go thr ou gh all th e p ro c es s e s

of makin g an d appl yi n g th e s iz e u p wi thi n th e -
f ew s ec on ds th a t foll ow y ou r a dmi ss io n t o th e
b u y er s p res en ce an d b efore y o u c o mme n ce y ou r
’
,
p r e s e n t atio n o f y o u r p p itio n
r o o s Of c ours e th e
.
,
s iz e u p d o e s n o t s to p th e n
-
bu t i s c o n ti n u e d al l
,
throu gh th e s el l in g s tep s f o r th e purp o s e of i n

,
crea s i n g t h e kn ow l e dg e firs t g ai n ed Yo u h ave .
rea d abo u t me n who tho u ght th ey we re dr own i n g ,
o r who w ere i n m ortal d an g er o f s o m e oth er ki n d .
Th ey desc ri b e th e ir exp erien ces an d tel l u s th a t

withi n a mo men t o r two all th e ir p as t l ives flas h ed
b efore th eir men tal vi s ion I n n u merabl e tes ts h ave

.
proved th e mi n d c ap abl e o f s u c h s wift ac tion th a t

a de ta il e d si z e u p c an b e m ad e i n t h e ti m e it take s
-
a sal es ma n to c ro s s th e floo r o f an office t o th e
Buyer s desk ’
.
Bu t s u ch rap i d w o rk i s p oss i bl e o n ly as the

res u l t of trai n i n g an d p racti ce W e h ave to
mi nd -
make a ca re fu l an al ys i s o f o u r s u bj ec t n o w i n thi s
book an d it re qu ires c on s i derabl e ti me t o c over
,
th e gr o u n d W h en w e l earn to u se o u r kn owl e dge

.
tool s however w e wi ll c ompl e te t h e j o b o f actu al

, ,
s izi n g u p with m iracu l o u s s p e e d We make s iz e

.
0
u ps ev ery day wh en w e mee t p e op l e Yo u l ook a t a
.
man to who m y o u are i n tr o du c e d I n s tan tl y if .

,
y o u c o n c e n tra te y o u r a tte n tio n y o u ge t a d ef

,
i h ite i n di vi du al i mpress io n o f h i m Tha t i mpre s

,
.
s io n i s n o t t h e re s u l t o f a s i mp l e p ro c e ss o f p erc ep
tio n I t i s a co mp osi t e of all you r p revi ou s i m

.
p res s i on s of o ther men you ha ve met You r eyes .
s ee thi s man You r e ars h ear h i s voi ce You r

. .
fin gers to u ch h i s wh en yo u s h ake h an ds Bu t the s e .
s e n s e i mpre s s io n s o n l y make a p hotogra p h o f t h e
man y o u fac e Yo ur mi n d h as go n e thro u gh a

.
c o mpl ex o p era tio n th at c o mp are s thi s p hoto grap h
a n d c o n tra s ts it with i d ea s al re a dy forme d You r .
mi n d cl as s ifies th e p hoto grap h an d d etermi n e s th at

thi s man b el on gs am on g th e i n tell igen t p eopl e yo u
h ave me t ; o r am on g th e p l easan t o r disa greeabl e , ,
o r oth er cl as s e s withou t n u mb e r .
1 79
Yo u kn o w thi s i s true wh en
top to thin k y o u s
abo u t th e s iz e u p s y o u are accu s to me d to mak e

-
.
Bu t y our mi n d p rob abl y works acc ordi n g to a

hit o r rn i ss metho d Its op eration i s n o t c o n troll e d
- -
.
s ci en tifi cal l y However it wi l l be j u s t as eas y

.
,
f o r y o u to make a s iz e u p t h e ri ght w ay as to make

-
it th e wr o n g w ay provi de d y o u train y ou r mi n d
,
t o wo rk as y o u w an t it to work T h e ri ght w ay .
th en wi l l b ecome a h abit j u s t as th e hit o r mi ss

,
- -
w ay h as b ec o me y ou r h abit .
Of c ou rs e it wi l l take ti me to l earn th e n ew
,
me tho d an d y o u w ill be awkw ar d i n appl yi n g it

,
for awhil e B u t if you become an exp ert S i zer u p

.
-
,
you wi ll l eas t dou bl e you r s el li n g effici ency P u t

at .
it an oth er w ay By keep i n g o n with th e hit o r mi ss

.
- -
metho d you are throwi n g away every day as mu ch

as you n ow earn Th at makes it a pretty exp en
.
i
s ve h abit ) .
I t certainl y wi l l pay yo u to work o u t a mi n d

train in g s ys tem Le t us s u mmariz e th e ess en ti als
. .
Fi rs t th e mi n d n ee ds to be train e d to p ercei ve i ns tan

,
tan eous ly a great n u mb er o f s p ec ific i n di ca tio ns .
S ec o n d it i s n ec essary th at it be trai n ed to relat e

,
thes e i ndi cati ons back to thei r men tal caus es Third .
,
th ese qu al iti es or ch arac teris ti cs mus t be fitted

i n to the s ales ma ns hi p p rocess fo r th e pu rp o s e of
i n flu en ci n g th e pro spec t to buy an d to preven t h i m
from thwartin g th e sal es man s efforts ’
.
Trai n y our min d by c o ns tan t prac tice u n til y o u

are ab l e to p erceive de ta il s a t a gl an c e or t h e
1 80
an d eas y goi n g B u t th e sal es man made th e s p ec i

-
.
fic ob s ervation s th at res ul ted i n h i s s p ec ific p ercep

tio n of th e bitten fi n ger n ai ls I ns tan tl y th e sal es .
man dec i de d th at th e b u yer w as n ervou s an d

ap t to b e irritab l e T h e s al es man h ad p erforme d
.
u p to this p oi n t y o u s ee t h e firs t two p roce sses

, ,
o f t h e c o rrec t s iz e u p ; h e h ad p erc e i ve d s p ec ifi c
-
i n di cations an d h e h ad traced th e mos t s ign ifican t

,
i n di ca ti on b ack to a men tal ch arac te ris tic Th en .
t h e sal es man b egan t o a p p l y h i s kn owl e dge s o

s wiftl y ac qui re d an d cl as s ifi e d .
Gradu al l y h e s ooth ed th e b uyer H e s p o ke i n .
eas y c o n versati o n al to n es avo i di n g abrup t ch an ges

, ,
o f to n e an d s h arp n ess o f voi c e an yt hi n g th at ,
might ras p H i s m ovemen ts t o o were des i gne d to

.
, ,
qu i et t h e n erves o f th e pros pec t H e cho s e words .
th at woul d rel ax th e men tal tens ion o f th e n ervous

man i n s tead o f tau t en i n g h i s n erves In s hort th e .
,
sa l es man tre ate d h i s p ro s p e c t i n mu c h th e same
w ay a n e rve s p ec i ali s t woul d h ave pres c rib e d .
Of c ou rse th e adapti on Of the s a l esman s

,
’
metho ds mer s
’
to thi s i n di vi du a l cu s to cha racter i s ti c
w as of t ai d to th e s al es man I t got th e b u yer

grea .
i n to th e right frame of mi n d wh ere h i s opp os iti on ,
w as l ess e n e d a n d wh ere hi s accep t an ce of th e sal es

man s i deas w as fac i l ita ted T h e sal es man c o n ti n
’
.
u e d t h e s oothi n g p ro cess whi l e h e w as b ri n gi n g o u t
s u its f o r exami n a tio n whi l e h e w as tryi n g o n gar

,
men ts an d whil e h e w as maki n g s u gges tion s Not

,
.
o n ce w as th e bu yer made ten s e .
1 82
T he s al e w asompl e te d i n abou t twen ty min u tes

c .
T h e wife of t h e p ro s p ec t who w as with h i m re

, ,
marke d t o th e s al es man wh en s h e an d h er hu s b an d
were l e avi n g Thi s i s th e firs t ti me th at Mr
,
“
.
B l an k ever bou ght a s u it withou t goin g t o every

”
s to re i n town T h e b uy er hi ms el f s hook h an ds
.
wi th th e s al es man an d s ai d Wh en ever I wan t ,

“
”
cl oth es a gai n I m c o mi n g t o y o u
’
.
T h e p u rch as er h ad n o i dea th a t h i s fin g er n ai l s
had an yt hi n g to d o with t h e s ati s fac tory s ervi c e
th e s al es man ren dere d Bu t if th a t s al es man h a d
.
n o t n oti c e d t h e bitt en n ai l s th e ch an c e s are h e

,
woul d h ave j an gl ed th e ten s e n erves o f hi s pro sp ec t

an d t h e m an an d h i s wife wo u l d h ave l eft th e s to re
withou t purch as in g a s t h e w om an remark e d s h e

,
h ad exp ec te d t o do wh en s h e c ame to t h e c l othi n g

d ep artmen t .
Anoth er i n s tan ce A yo u n g architec t l earn ed

.
that a n ewc o mer i n t h e town h ad bou ght a fin e

l o t o n a res i den c e s tre e t T h e arc hit ec t wan ted
.
to s iz e u p th e pro s p ec t s c haracteri s ti cs with ’
re gard to m o n ey i n o rd er to j u dge wh a t s o rt o f
,
a ho u s e wo u l d s u i t t h e s tran ger b es t S o th e .
arc hit e c t i n du c ed t h e p r o s p e c t to go t o t h e l o t
with h i m Th ere t h e architect droppe d a p en n y

.
o n t h e gro u n d A mi n u te o r two l ater t h e l o t

.
own er c au ght sight o f th e p en n y T he s ales man .

,
wi thou t s eemi n g to be es p eci ally o bs ervan t of hi s

p r o s p ec
,
t n o ted every m o vem e n t of th e l o t o w n er ,
every expres s i o n on hi s f ace every s hade i n hi s t on es

,
.
1 83
T h e pro s pec t s too p ed to p i ck u p t h e c oi n , mad e

a cas u al jo cul ar re mark a bo u t fin d i n g it , an d p u t
t h e p en n y i n hi s p o cke t Th en h e c on ti n u ed hi s
.
c on versa tion with t h e archit ect H e di d n o t .
s us p ec t th a t h e w as b ei n g s iz ed u p o f c o u rs e , .
Bu t t h e s al es man o f archi t ectu ral s ervi c e h ad

l ea rn e d j u s t wh at h e w an t ed to kn ow T h e prop .
ert y own er h ad mad e a cl o s e b argai n wh en h e
bo u ght th e l o t Thi s fac t mi ght h ave fool ed th e

.
archit ec t i n to c o n s i d e ri n g h i m tight fis te d Bu t -
.
wh en t h e pro spect s i mpl y pi cked u p th e p enn y an d

p o c k e ted it h e s how
,
e d h e h a d j u s t a b u s i n es s ma n s
’
c o n c ep tio n of t h e val u e o f m o n ey H e i n di ca te d n o
.
mi s erl y gl o ati n g over h i s fi n d A c en t to h i m w as

.
a c en t n othi n g m o re o r l ess
,
.
T h e p ro cess o f t h e s iz e u p w as di vi ded i n to
-
three s u cces s i ve s teps bu t al l were taken by th e

,
sa l es man i n a f e w s e c o n d s Fi rs t the s al esman co l

.
,
le cted hi s i ndi ca ti o n s f ro m o bs ervi n g what the p ros

p eot di d an d s ai d i n s p eci fi c detai l
, S e c on d the .
,
s a l es ma n r ela ted th e a cts , ton es an d w o rds f th e

o
p ros p ect to characteri s ti cs . Thi rd ,

th e s a l es ma n
fi tted hi s acqui red kn ow l edge o f th e buyer i n to hi s
s al es p la n . hous e des i gns th at w ere
H e t alked
n eith er s ki mp ed n o r e x travagan t — s u c h i deas a s
woul d app eal to a b us i n ess man o n t h e b as i s o f th ei r

val u e r ath er th an i n rel atio n to th ei r cos t Thi s .
y o u n g archit e c t w as gi ven t h e ord er i n p ref eren c e ,
to ol der ar chit ec ts who were mu ch b e tter kn own ,
b eca u s e h e h ad s iz ed u p h i s man an d determin ed

1 84
He to hi ms el f I kn ow thi s b u yer i s
s ay s ,
ph l egm ati c o f th e p ass i ve typ e n o t v ery i n t el l i gen t

, , ,
i n cl i n ed t o n arr ow vi ews of thi n gs s el fis h an d ,
p es s i mi s ti c B u t wh at t h e d evi l good d o es it
.
d o m e to kn ow th es e thi n gs abo u t h i m ? Th ey all

i n di c at e th at h e w on t bu y I wan t t o fi n d o u t t h e
’
.
c h ara c t eri s ti c s ( if h e h as an y s u ch ) th a t wi l l i n cl i n e
hi m to bu y M y s iz e u p yi elds me o n l y n e ga ti ve
.
-
”
qu al iti es .
N ow th e w a y ou t of tha t s o rt of a qua n dary li es

,
thro u gh th e tran s p os i ti o n of the n ega ti ves i n t o
p os i ti ves I t d o es n o good to kn ow a m an s ch ar ’
.
a c t eri s ti c s u n l ess t h e s al es man i s ab l e t o as s oci a t e
thos e qu al i ti es w i th bu yi n g mo ti ves B u yi n g m o .
tiy es o f c ou rs e are p o s itive ; an d even th e p ro s pec t

, ,
w h o b ri s tl es with n e gati ve c h arac teri s ti c s h as t o d o

s o me b u y in g i n o rd er t o l ive E very c h arac t eri s ti c .
o f t h e b u y er whi c h h e reveal s to th e s al es man s i z
i n g h i m u p i s s u gges tive o f th e moti ves th a t l i kel y

woul d govern th e pro sp ec t if he s hou ld bu y an y
thi n g N o p urch as e ever i s made by a n ormal
.
hu man b ei n g withou t a motive A n d wh ate ver a

,
.
man b u ys hi s c h arac teri s ti c bu yi n g m otives wil l

,
en ter i n to th e tra nsa c tio n .
Fortun atel y i n tackl in g this p robl em of app ly

,
i n g i n the s elli n g p roces s es wh at h as b ee n l earn ed

throu gh th e s iz e up s tep s of p ercep tio n an d tran s
-
l atio n w e do n o t h ave to u nravel a c o mp l e xity of

,
bu yin g mo ti ves Th ere are bu t four major cl as ses

.
of d o mi nan t bu yi n g motives an d a few s ubd i vi ,
1 86
sio n s u n der eac h h e ad wi ll en abl e th e s al es man to

c o ve r n e arl y e very c as e h e en c ou n ters i n h i s wo rk .
T h e ch art b el ow c o mp ri s es th e four major cl as s es

a n d s u c h mi n o rs a s wi ll s u ffic e f o r al l o rdi n ary pu r
p o s e s o f t h e av e ra g e s al e s man Le t u s go over th e .
c h art
1 B u y i n g moti ve s as to bu s i n es s
.
De i
a . f p o n al
s re o dvan t ag e rs a e .
b De e to s rr
c e as e flu 1n r 1n en ce
c I n t e t o f h us e ab o ve p o n al t r t
. .
re s s o e rs 1n e es s
S avi n g o f t im
. .
(1 . e .
2 . B u y i n g m otive s as to mon ey
a M n y m ak i n g
o e
M n y s av i n g
. .
b o e :
c L o v o f s pe n di n g
.
. e .
3 . B uyin g motives as to phys i ca l t

n a u re
a Av o idi n g e ti n x er o
L i k i n g c o mf t
. .
b . or .
c . S e l f grat i fi cat i o n
-
.
4 .B u yi n g motives as to h i gher n atu re

L o v o f be au t y
a e .
Aff e c t i o n
.
b
c Lo ve o f s e rv i c
. .
. e .
N o w s u pp o s e w e a s so c i at e t h es e n egative qu al i
ti es referred to a mi n u te ago with bu yi n g motive s , ,
an d th u s trans p o s e th e m i n to p o s iti ve c h aract eri s
ti cs T h e pro sp e c t reve al e d hi ms el f as p hl egmati c

. ,
p a s s i ve n o,
t v e ry i n t e ll ig e n t n arr o w m i n d e d s el fi s h ,
-
,
a n d p es s i mi s ti c W h at b u yin g motives wou ld be

.
l i kel y to govern h i m th ere fore ? L et s go d ow n t h e

’
c h art an d fi n d wh e re h e b el o n gs .
1 87
T h e d es ir e r on al advan tage : th at wou l d

of p e s
fit hi s s el fis h nes s H e woul d prob abl y h ave al s o a

.
d es ir e to i ncrea se h i s p ers on al i n flu en ce Bu t th e .
two remai ni n g s u b divi sions of th e firs t major

c l ass of Bus i nes s M o ti ves cl e arl y wo u l d n o t ap pl y
to hi m ; thou gh h e p o ss ibl y might be i n teres te d i n

s o methi n g th at wo u l d save h i m time .
Un de r th e M on ey M o ti ves w e might cl ass ify ,
thi s fell ow as i n teres ted i n maki ng m o n ey P rob .
abl y how ever savin g mo n ey wou l d app eal to h i m

, ,
more s tron gl y H e surel y h as n o l ove fo r s p en din g

.
mo n ey .
Al l three of t h e b u yin g motives i n th e third

major cl as s woul d appl y to h i s cas e Bu t w e d
’
.
h ave to o mit h i m from th e fourth cl as sificati on
As t o f o u r tran s p o s ition o f h i s n egative

a re s u l
ch aract e ri s ti cs i n to p o s iti ves w e h ave de te rmi ne d

,
th at th ere are c ertain app eal s whi ch can be made

to h i m effec tivel y If th e sal es man can s how hi m
.
th at th e purch ase o f th e goo ds woul d give hi m a

p e rs o n a l a dv an ta g e thi s,s el fi s h b u y e r wo u l d p ri ck
u p h i s ears ri ght aw ay S o it wou l d be if t h e p ro s
.
p e e t w er e s how n th a t t h e g oo d s wo u l d e n ab l e h i m
to avoi d exertion woul d c o n du ce to h i s p hys i cal
,
c o mfort an d wou l d affo rd h i m s el f grati fi ca ti o n

,
-
,
fo r h e h as b een reveal ed as p hl egma ti c an d p ass ive .
T he s ki ll u l s ales
f man ha vi n g
, ass oci ated the di s
co vered characteri s ti cs t
wi h bu yi n g moti ves , s hap es
hi s s ell i n g efi orts accordi n gl y . He ce rtai nl y woul d

1 88
a rtis t b ecau s e h e c oul d be magni ficen t withou t

s trutti n g .A l l art l ooks eas y Wh en w e s ee a fi n e
.
s tatu e or p ai n ti n g w e d o n o t thi n k o f t h e h ard
wo rk th e arti s t did to p erfec t h i s p ro du c t .
T h e sal es man who makes th e big s u cc ess i n h i s

p rofess io n mu s t be an ar ti s t i n s ell i n g
, It is .
es p eci al ly i mp o rtan t that h e be s ki llfu l when s i zi n g

u p the bu yer, f or h e i s a p t to crea t e a p rej u di ce
a t th e ou ts et whi ch wi l l un do hi m bef ore h e s ecu res
a tten ti on to hi s p rop o si ti on T h e firs t s tep s o f t h e

.
s al e ar e t h e m o s t ti ckl i s h s ta ges O n c e at ten tio n i s

.
gai n ed , it i s n o t difficul t to k eep th e sal e movi n g .
Of c ours e it i s n o t wi s e t o pl u n ge i n to a sal e
,
withou t s izin g u p th e man y o u wan t to ge t an

or der fro m Bu t c are mu s t be taken n o t t o gi ve
.
”
h i m an i dea th a t y o u are s tall i n g An d abov e
“
.
al l av oi d a n y i n di ca tio n th a t y o u are s tu dyi n g h i m

, ,
o r n oti n g th e e ff ec t o f wh at y o u tel l hi m A c t p er .
fec tl y a t ease throu gho u t th e s izi n g u p pro c ess If -

.
y o u s how a cu te al e rt n e s s y o u wi l l aro u s e s u s p i c io n
,
.
Yet y o u mu s t be al ert o f c ou rs e ,
T rai n you rs elf to .
o bs erve w i t h ou t man if es t efi ort P rac ti ce o n p e o

.
p l e y o u me e t or s ee Learn to s we ep a s eemin gl y
.
cas u al gl an c e o ver a man s fa c e wh e n h e i s l oo ki n g

’
at y o u a n d t o tak e aw ay an ass ortmen t of i mp re s

,
s io ns witho u t cau s i n g hi m t o fe el y o u h ave s hown
i n qu i s itiven ess .
Yo u d ou btl ess h ave l ooke d u p from y our p aper

wh e n ri din g i n a s tr ee t car or o n a trai n an d ,
h ave cau ght s o me o n e s tarin g at yo u T h e se n sa .
1 90
tio n th a t h ave b een watc h e d i s di s agreeabl e

yo u
an d y o u re s e n t it Bu t if yo u mee t a gl an ce th at
.
s u gge s ts n e ith er e ffo rt t o s cru ti n iz e y o u n o r to
av oi d y ou r ey e s y o u are n o t offe n de d
, Ye t that .
gl an ce may have di s c overe d mo re abou t y o u than

w as l e arn e d by th e s tare o f an u n s ki l l fu l ob s erver .
Too mu ch emp has i s can n ot be pl ace d o n th e

n e c e s s ity f o r art i n t h e s iz e up A great man y
-
.
s al e s me n l ea rn how to p erc e ive de ta i l s

. how to ,
trans l ate th em in to ch arac teri s ti cs an d h o w to ,
tran sp o se qu al iti es i n to bu yi ng motives bu t ren der ,
th eir s iz e u p s val u el es s o r in effective by s tirri n g

-
an tago n i s m N O bu yer wi l l l i ke to have you s u gges t

.
that you are p ryi n g i n to hi s p ers on al i ty I f h e .
re al iz e s th at h e i s b ei n g s iz e d u p h e wi l l b e ap t to
-
,
b ri s tl e H e i s s u re to real iz e it if th e s al es man
.
works with evi den t eff ort Bu t h e i s u nl ikel y t o

.
thi nk of th e matter if th e sal es man works with eas e .
H o w may eas e be ac qu ire d? P rec i s el y as e as e

b ec o m es s ec on d n ature t o o n e w h o i s s ki ll e d i n any
art , throu gh ma s tery of t echn i qu e an d by con s tan t
p r a c t i ce A
. s a s tu d e n t o f t h e art o f s izi n g u p th e -
bu yer a y o u n g man firs t l earn s th e pri n c ipl es whic h

, ,
h ave b een ou tl i n e d i n thi s ch ap ter Then h e mas .
ters th e tec h n iqu e—th at i s h e ge ts to th e p oi n t

,
wh ere h e can appl y tho s e pri n cipl es Bu t h e i s .
n o t a n arti s t u n ti l h e i s ab l e to p ercei ve i n di c atio n s ,
trace th em to ch aracteri s ti cs an d ass o ciate th e ,
c h aract eri s ti cs with b u yi n g moti ves wi thou t s eem
i n g to be doi n g an ythi n g of the sort .
1 91
E as e i n izin g u p c o mes fro m practice Bu t th at

s .
p r a c ti c e s ho u l d n o t be c o n fi n e d to b u yers T he .
arti s t p i an o pl ayer d o es n o t prac ti c e o n h i s au di en c e
bu t away fro m h i s au di en c e T h e arti s t sal es man

.
c ann ot wa it u n ti l h e h as p erf ec t e d hi ms el f i n h i s art
by p ri vate p rac ti c e b efo re call in g o n a b u yer Bu t .
h e can be very car eful to avoi d gi vi n g th e i mpres

s io n of e ffo rt .
Fi n all y l et u s c o n s i der very bri efl y th e ethi cs

, ,
of th e s iz e u p P o s s ibl y s omethi n g i n thi s ch ap ter

-
.
mi ght l e ad th e s tu den t to regard t h e s iz e u p from -
a s el fis h s tan d p oi n t W e s e e m t o h ave b een thi nk

.
i n g al m o s t e n tirel y o f th e s al es man s i n teres ts o r as

’
,
if i n maki n g h i s s iz e up h e w ere pl ann i n g to pu t

-
“
o n th e b u y er W e are ap t to thi n k o f th e
”
u p a j ob .
s iz e u p as a rath er crafty p ro c ess

-
.
Th at i s n o t th e cas e Al l throu gh t h e s al e th e
.
purp o s e o f th e sal es man s ho ul d be to d o th e b u yer

a ge n u i n e s ervi c e . Th at motive mu s t c o n trol th e
sal e s man i n u s i n g t h e kn owl edge h e ga i n s th r ou gh
s izi n g u p th e b u y er .Bu t i n getti n g th e kn owl edge

th e s al es man s o n l y i dea i s t o l earn th e f acts H e
’
.
d o es n o t tak e th e b u y er s vrewp o i n t o r h is o w n
’
vi e wp oin t H e t akes th e a ttitu de of t h e i n ves ti

.
gator whi ch i s n e ith er s el fi s h n o r u n s el fis h

,
.
S o if w e h ave s ee med to di s regar d t h e b u yer s

’
,
i n teres ts i n co n s i derin g th e s iz e u p it i s j u s t be
-
,
c au s e h i s i n teres t an d the s al es man s i n teres t are

’
s erved a l i ke wh en the tru t h i s di scovered T h e s al es .
man i s en tirel y e thi cal i n s izin g u p th e b uyer

CHAPT E R VIII
G A I N ING AT T ENT I ON AND AWA KEN ING

I NT ERES T
“ ”
T h e S ec o n d o f the P r es e n t a t i o n S t e p s o f the
S e l l i n g P r o c es s
E F OR E w e p roc ee d with t h e pres en t c h ap te r ,

l e t u s c o ns i der fo r a mi nu te wh at th e e n ti r e
o r t
c u s e o f s u dy i nthis boo k c omprise s Yo u s h o u l d .
n o t h ave th e imp ress io n th at it i s p o ss ibl e to l earn
all abo u t sal e s mans hi p i n a d oz en c h ap te rs At .
b es t yo u cann ot get from this boo k more th an a

s m atteri n g of kn owl ed g e regar di n g t h e s u bj ec ts
treate d T h e p ri n cipal obj ec t of th e v ol u me is to

.
s tart you thi n ki n g ou t th e pro blems of s al es mans hi p .
Yo u can o nl y make a b egi nn i ng n o w fo r ins tan ce , ,
o n t h e thoro u gh s tu dy of Atte n tio n a n d I n te res t .
Yo u mus t c o n tin u e th at s tu dy as l on g as y o u
c o n ti n u e to s ell goo ds to p ro s p ec ts P erf ecti on i n
.
sal es mans hi p i s an i deal u l ti ma te go al

,
Bu t your .
p r es en t u
p p r o se s ho ul d be j us t to i mpr o ve i n sal es
man s hip as y o u go al o n g This book w as writte n

.
to h el p y o u i n th at s el f impro ve men t
-
.
If th ere i s any reader who exp ec ts to comp lete

hi s kn owl e dge of th e s ell i n g art by c o mpreh en di n g
t h e c o n te n ts of th e tw elve c h ap ters h e wil l be di s
,
1 94
a pp oi n te d T h e readin g o f th e book s houl d j us t

.
wh e t hi s app etite fo r more kn owl e dge .
Bu t yo u wi ll b en efit if yo u gras p o nl y a f ew
n ew i deas cl earl y Tho s e few wi ll be of prac ti ca l
.
h el p h ereafter i n y ou r s el l in g On e o f th e fi n e fea .
t ures abou t th e s tu dy of s al es man s hip i s th e i m

me di ate u s efu l n es s th e dol l ars an d c en ts valu e of
,
- -
eac h s i n gl e p ri n c i pl e l earne d .
With th e c orrec t un ders tan ding o f th e purp os e

an d s c o p e of thi s boo k l e t u s n o w p ro c ee d with o ur
,
s tu dy o f th e s u bj ec ts of o ur p res en t c h ap ter .
It i s n eces sary at th e ou ts e t th a t we di s tin guis h D isti nc ti on

” Be tw een
b e tween th e resp ec tive mean in gs o f Atten tion Atten tion and “
an d
“
I n teres t an d p ercei ve cl earl y th e differen t I ntere st
”
,
p ro c e s ses of sa l es ma ns hi p whi c h Att en tio n an d

I n t e re s t i n v o l v e .
T h e word Att en tion i s deri ve d fro m two roots

“
,
”
th e c o mbi n e d mean i n g of whi c h is to hol d to
“
.
”
T h e ori gi n al mean ing of I n t eres t w as c on cern
“
abou t .
”
Wi th thes e defi n i ti ons i n mi n d we are abl e
to ma ke the co rrect di s ti ncti on between the i deas the
w ords repres en t .
Wh en th e pro spect s Atten tio n i s gai n e d h e s i m

’
,
p yl i s m a d e t o h o ld to o r g r a pp
,
l e a s e n s e i m p re ss io n
o r several s en s e i mpress io ns Bu t wh en h i s I n ter

.
e s t i s a w a k e n e d h e ,
b ec o m e s co n cer n e d a bo u t t h e
i dea h e h as taken hol d o f with h i s mi n d .
It i s evi den t th at Atten tion can be gai n ed by

f or c,e ev en a g a i n s t t h e wi l l a n d d e s ir e of t h e p ro s
1 95
p ee t . be made to grappl e an i mp ressio n
He ca n .
H e can be made to hold it for a c ons i derabl e l en gth

of ti me Bu t i t i s i mp ossi ble to comp el hi m to f eel
.
con cerned a bout wha t he i s f orced to ho ld H e n ee d

.
n o t take an y i n ter es t i n it , u nl es s he ch o oses .
Now th es e dis ti n c tion s may n o t s ee m very i m

—
,
p ortan t at firs t s ight Bu t th ey are vital l y i m

, .
p ortan t for the pro ces s of ga i n i n g A tten ti on i s n o t

,
a t all l i ke the pr oces s

f o awaken i ng
I n teres t The .
too ls to be us ed by th es al esman i n the one pr oces s
are radi call y diff eren t f rom the metho ds h e s hou ld
empl oy i n the o ther proces s Atte n tio n i s to b e .
gai n ed by hammer bl ows I n teres t i s awaken ed by

.
th e ti ghten i n g of a cla mp T h e s al es man wi elds

.
th e h ammer i n g ai n i n g Atten tio n , bu t h e can on l y

su gges t t h e cla mp to th e pr os pect, who hi ms el f mus t
attac h an d ti ght en it o n t h e i deas bro u ght to h i s
at t en ti o n by t h e sal es man T h e pr oc ess th at gai ns

.
Atten tion takes pl ac e en tir ely ou tsi de th e min d of

th e p ro s p ec t T h e p roc ess whi c h r es ul ts i n In
.
teres t takes pl ac e who ll y i ns i de th e p ro sp ec t s

’
mi n d .
It mus t be pl ain th ere fore th at th e s al es man ,
who attemp ts to secure Atten tion an d I n teres t by

us i n g l i ke me tho ds wi ll fai l i n at l eas t h al f of t h e
d ou b l e effort an d may h ave n o s u ccess at all H e

,
.
i s s u re to hu rt h i s c h an ces b adly if h e g e ts hi s
to ol s mix e d and tri es to clamp Atten tio n an d p ou n d
i n I n teres t .
R emembe r that Atte n tion holds to an i dea ,
1 96
T he Sellin g Pro cess
How can Atten tion —

be gai ned e very ti me ?
By
maki n g di rect s ens e app eal s i n an u nu su a l man
,
n er Th at i s th e sal es man s h ammer b l ow mu s t

’
.
,
fall o n s o me p arti cul ar s ens e or o n s everal s en s es

of th e p ro spec t di rectly i n a w ay out of the ordi
,
nary T h e sal e s man will be i n vari ab l y s u cces s ful

.
i n g ai ni n g Atten tio n if h e empl oys thi s me tho d .
H ere i s an ex ampl e whic h il l u s trates th e pro cess

A sal es man who r epres en ted a c orr esp on den ce
c o u rse of i n s t ru c tio n carri ed with hi m i n to t h e
p rese n c e of th e p ro sp ec t a p i ec e of tann e d l amb s

’
hi de with th e wool o n Th at w as gen u i n e s h eep

.
“
”
s ki n ,
typ ifyin g th e dipl oma of gradu atio n fro m
t h e c ou rs e o f i n s truc tion s ol d by th e sal es man T h e.
”
i dea o f th e s h eepskin repres en ti ng kn owl e dge
“
,
ac qu ir e d w as wh at th e sal es man w an te d to cl o s e a
,
c o n trac t for .
T here was a di rect app eal to the s en s e of si ght .
T h e pr o s pec t at o n ce p erc eived th e s tri p of wooll y

”
hi de . His i ion
v s w as h ammered by wh at h e
“
saw , with esp eci al effec t b ecau se th e s ight w as

u ncommon to h i m Hi s a tten tio n w as ga i n e d ;
.
”
w a s c omp el l e d to hol d to th e i dea p res en t e d by
“
th e sal es man . No matter to wh a t th e pro sp ec t

may h ave b een gi vi n g h i s Atten tion b efore th e
sal es man s en tran c e h e w as forc ed to dro p t h e
’
,
e arl i e r h el d i dea an d p i ck u p th e n ew i mp r ess io n .
Thi s w as a mo del metho d of gai n in g Atte n tion ,
fo r a dditio n al r eas o ns It fu l fill e d al l th e r e qu ire

.
men ts of p erfec t sal es mans hip i n gain ing Atten

1 98
tio n whi c h are th es e three s teps i n th eir proper

,
order
Firs t th e attractio n of Atten tion to t h e s al es man
,
hi ms elf i n cl u di n g wh a t h e h as o n o r carri es ;
,
S ec o n d th e s hif ti n g o f Atten tio n to th e goo ds ;

,
Thir d th e fu rth er s hiftin g of Atten tion to a

,
c er ta i n meri t of t h e goo ds whi c h s houl d app eal
t o t h e p ro s p e c t .
Of c o urs e th e p rospect firs t n oti ced th e s al es

,
man an d t h e p i ece o f wool ly l eat her i n h i s h an d .
H e dro pp e d wh atever i dea h e h ad b een holdi n g t o .
I mmedi atel y th e skill ful sal esman diverted th e

firs t Atten tio n t o h i s prop osi ti on whi ch w as n o t ,
t h e s al e o f l ea th er bu t o f an e du ca tio n An d qu i ck
,
.
l y aft er th at th e s al es man s hift ed th e p ro s p ect s

’
Atten tion again to a c ertain meri t o f th e e du ca

,
t i o n al c ou rs e H e h ammere d at th e oth er fel l ow s

’
.
mi n d with th e i dea th at a s h eep ski n from th e co l

l ege h e repres en t ed would s ign ify th e p o s s es s io n o f
kn owl e dg e o f very great val u e t o th e graduate
fro m th e c ou rs e o f s tu dy .
Wh en a sal es man fail s i n hi s efforts to gain th e

Atten tion o f a p rosp ect th e reas o n u s u all y i s
,
th at h e do es n o t empl oy an y s en s e ap p e al ;
h e merel y t al ks Words may be u s ed effec tivel y
.
i n arou s i n g I n teres t i n i n du ci n g th e p ro s p e c t
,
to tighten th e cl amp Bu t th ey are o f practical l y

.
n o val u e i n gai n in g Atten tio n u n l e s s th ey are,
c ou pl e d with di rect app eal to s o me s en s e or s en s es .
An d o f c ou rs e if th i s app eal i s made i n an u n

,
1 99
us u al w ay , th e e ffec t is ren dered more nearl y
B efore th e sal es man b egi ns th e actu al pres en ta

tion o f h i s prop os ition w e ass u me th at h e h as
,
taken th e prel i min ary s teps of preparatio n H e .
is s u pp o s ed to kn ow h i s goo ds to h ave pro s p ec ted ,
as thor ou gh l y as p o ss ib l e to h ave pl an n ed h i s
,
appro ac h to t h e b u yer s min d an d t o h ave s i ze d u p

’
-
,
th e b u ye r i n ord er to de termin e wh e th e r th e
p l an n e d appro ac h s houl d be u s ed or s o me oth er ,
app ro ac h s u b s ti t ute d H ence the s ens e app eal f or

.
the gai n i n g of A tten ti on s ho uld ha ve been pr e

i n the s al es man s mi nd l on g bef ore he makes
’
p ed
ar
i t to the bu yer E very s al es ma n s houl d h ave i n

.
h i s rep erto ry an as s ort men t of s ens e app ea ls , from

whi c h he c an draw at n ee d, acc rd n g o i to th e ci r
cu ms tan ces an d i n divi du al b uyer In a flas h

th e .
,
afte r s izi n g u p t h e b u ye r o r eve n b e fo re e n ter

,
i n g h i s p res en c e th e sal es man s hou ld be abl e to de

,
c i de o n a certai n di rect s ens e app eal th at s eems
mos t l i kely hi t the parti cu l ar p ros p ect hard

to .
An d h e s hould h ave pl an n e d i n a dvan ce to e m

l
p yo th a t s e n se a pp eal i n an u n u s u a l ma n n er to
maker th e h ammer bl ow more force fu l .
R ememb er th at i n addition to th e fi ve common

s e ns es , w e all h ave ma n y s p ec ial s e n ses ; as t h e
s e n s e of w e i ght of e qu i l ib ri um of d ir ec tio n t h e
, , ,
tac til e se nse whi ch tel ls us wh eth er an articl e is

rough o r s m ooth th e c ol or sen se an d s o forth
, ,
.
T he s al esman s ho u ld l earn the who le gamu t of
200
how can th e s al es man divert th at Atte n tio n

su rel y
an d g e t it c o n c en trat ed o n t h e di ff eren t i de as h e
wan ts to impress ? It won t su ffi ce to s ecu re

’
di vi ded Atten tion T h e mi n d of th e b u yer mu s t

.
l et go en ti rely o f th e i deas it previou sl y h ad b ee n

hol di n g to An d th e sal es man n ee ds to feel cer
.
t ai n th a t it has l et go , th at h e h as gai n ed th e exclu

s i ve Atten tio n of t h e pr o s p ec t It i s n t en ou gh th a t
’
.
t h e b u yer l ooks at h i m , o r ge ts u p an d s h akes h an ds .
Th es e are n o t p roof o f Atten tion T h e gl an ce an d .
t h e gre eti n g may be ab s en t mi n de d T h e s al es man

-
.
re qu ir es t h e p ro s p ec t t o be pres en t mi n de d -
.
Fi v e Ways T he s en s es h ammered effec tivel y i n fi ve

m ay be
T o H am m er
ways to ensu re Atten tion If th e h ammeri ng i s
, .
s u dden o r i n tens e or new or rapi d i n ch an ges or

—
, , , ,
i rregu la r i n i mpres s i ons an y o f th es e fi ve se p ar

a tel y o r i n c o m bi n atio n — th e p ro s p ec t c an t h el p
’
p ayi n g Atten tio n to it .
I f yo u en ter a roo m sl owl y yo u are n o t n earl y ,
s o apt to gai n Atte n tio n as y o u wo u l d be if y o u
were to c o me i n bri s kl y s u gges ti n g su dden n ess

, .
U n l es s y ou r s l own ess i s i n tens e o r n o vel it wi ll n o t ,
hit Att en tio n Bu t if yo u w ere s el l in g a l i n i men t

.
fo r s ore muscl es y o u mi ght gai n Atte n tio n ve ry

,
effec ti v el y by en te ri n g th e p ro s p ec t s pr e s en c e
’
s l owl y a n d with an app e aran c e o f p ai n T h e effec t .
woul d be esp ec iall y goo d if yo u th en were to make

a rap i d chan ge to y ou r n ormal gait an d to evi den t
free do m fro m pain typ ifyi ng th e qu ick rel i ef

,
affo rde d by th e l i n i men t Th ere can be n o qu es

.
202
T he Selling Proces s
tion th at su ch s ens e i mpress ion s as th es e h ammer

e d o n th e mi n d of th e p ro s p ec t wou ld gai n hi s A t
ten ti on T h e effec t woul d be i n creas e d th e Atten

.
,
tio n woul d be h el d to your words if i n op en in g ,
y o u r pre s en ta tio n o f th e l i n i men t yo u s ho ul d

e mpl o y y o u r to n e s i rregu l arl y; th a t i s o u t o f th e ,
or der i n whi ch th e bu yer wou l d exp ec t yo u to us e

th e m Yo u might rai s e your voi ce f o r i ns ta n ce
.
, ,
wh en i n n ormal speaking it woul d be l owered .
Thi s exampl e i s merel y o n e il l u s tration o f th e

i n fin ite vari ety o f ways i n whi ch th e s en s es may
be d irec tl y h ammere d to gain Atten tio n T he .
s en s es f u n cti on u nder the go vern men t and acti o n

.
of th e su b cons ci ou s mi n d
-
T h e pros p ec t can n ot
.
p r ev e n t h i s s e n s e s al l
, o f h i s s ens es fr o m ,p erc e i v
i n g i mp ress ions with whic h th e s al es man hits di

rec tl y at h i s mi n d thr ou gh o n e o r more s en s es If .
t hos e s ens e appeals are stron ger than the hold the
bu yer s mi n d has had on other i deas hi s thou ght s
’
,
wi l l l et go of whatever h e p revi ou s ly has been gi v

i n g A tt enti on to T he s al esman wi l l ga i n hi s A t
.
tenti o n , to the exclu s i on of other mat ters .
Wh en y o u an al y e z y o u r i deas of an y s u bj ec t o r
o f an y a rticl e yo u kn ow abou t y o u real iz e th a t

,
you r kn owl edge i s made u p of man y s ep arate s ens e

i mp res s i o n s An al yz e wh at yo u s el l , fo r i ns tan ce
.
.
S ee h o w many di ff eren t to get

s ens es yo u use
comp l et e kn owl e dge abou t it M ake yours el f con

.
s ci ou s o f al l th e s en s es yo u empl oy Write down .
h
t e l i s.t F i x th e n u m b er of th e m an d ex ac tl y ,
203
The Sellin g P roces s
how yo u h ave u til iz ed each sen s e to gai n i deas .
Yo u mus t be defin itel y c o n s c iou s of y o ur us e o f

th es e s eparate s ens es b ec au s e oth erwi s e yo u will
n o t b e cons ci ou s of t h e d iff eren t s e n s e b l ow s y o u
can s tri ke to en s ur e g e tti n g t h e Att en tio n of a
p ro s p ec t . If p o ss ib l e wh e n,y o u ar e tra i n i n g y o u r
s el f i n s ell in g y o u r l i n e wo rk o u t w ays to ap p e al
,
to every on e a nd to a ll o f the mmo nco a nd s p eci a l
s ens es of b u yers Yo u
. wil l emp l oy
th es e s en s e
ap p eal s
,
n o t o nl y i n ga in i n g Atten tio n bu t al l ,
throu gh th e p ro c ess o f s ell i n g Learn th e rep er .
tory i n advan ce o f y ou r n ee d to u til iz e an y p art

of it
.
E tr a or di nary
x
Se lli n g A sal es man who i s o n l y ordi na ry i n a bi l ity an d
s kill
, i s h amp ere d by l i mita tion s You r purp o s e .
i n s tu dyi n g n o w an d h erea fte r i s to rem ove l imi

ta ti o ns fro m y ou rs el f ; s o t ha t you r s el li n g wi ll no t
be restri cted to the effecti ven es s of ordi nary met hods .
M ake y ou rs el f an ex traordin ary sal es man by

l earn i n g to do ex traor di n ary thi n gs i n s ell in g .
Bu t be very car efu l n o t to b ec o me merel y s en

-
sa ti o n al
, of c ourse Do n t s ell as if yo u were
.
’
p erformi n g i n a c ircus ri n g .
Yo u kn ow th a t n o two bu yers are ex ac tl y al i ke .
Th ere fore do n o t make th e mis take o f tryi ng to

,
gain Atten tio n by th e same metho ds i n every cas e .
You need to ada p t you r s al esman s hi p to the p ar

ti cu la r p ros p ect a t thi s s tage as y o u s ho u l d do al l
, ,
thr ou gh t h e sal e Bu t to ai d y o u i n p l an n i n g to
.
gai n Atten ti on yo u can cl ass ify b uyers i n four

,
204
th e b es t w ay t o gai n th e Atte n tion of th e s ec o n d

man i s to p i c tur e a featu re of th e machi n e s s true ’
tu re th at will hit h i s vis u al s ens es h ar d an d th at ,
thi s may be d o n e regar dl ess of wh eth er t h e ma

c hi n e i s i n o p era tio n or s ti ll .
S upp ose th at th e machi n e i s an au to mobil e ; a

third man may be mo s t Atten tive to th e to ne of
i ts pu rr wh en runn in g or may be i mp res s e d es p e
,
c i all y by s o me fe atur e of th e s ou nds i n c i d en t to i ts
op eration H e i s a to n e mi n ded man an d i s l i kel y

.
-
,
to buy a car for th e sub c ons cious reas on th a t h e

-
l i kes th e to n e of th e e xh au s t or th e n ote of th e
,
horn A fourth man will be s tru ck by th e pro por

.
tion s of th e au to mobil e H e will be mo s t i m

.
p r ess e d by th e b al an c ed f eatu r es o i i ts co ns tr uc
tio n o r by i ts w ei ght H e i s th e b al an c ing mi n ded
, .
-
man o r j u di c ious thin ker

, Us ual l y h e i s a bi g
.
mi n ded b uyer with t h e qu al iti es of a j u dge

, .
T h e sc op e of this ch ap ter do es n o t p e rmit us to

c o n s i der n o w all th e i n di ca tio n s of th es e fo ur gen
e ral cl asses Bu t t h e sal es man s p ro s p ec tin g an d

’
.
h i s s iz i n g u p o f an y i n di vi du al b uyer s houl d enab l e

h i m t o make u p h i s mi n d abou t th e right grou p
i n whi c h to pl ac e this p arti cul ar bu yer Wh en th e .
cl ass ifi ca tio n i s made th e sal es man wi ll be ab l e to

,
dec i de qu i ckl y wh a t s ens e ap peal to u s e i n o rder

to gai n thi s p ro sp ec t s Atte n tio n
’
.
Ob s erve th e effec ts of th e diff eren t metho ds yo u

try o u t i n p rac ti c e . Anal yze tho s e effec ts Kn ow .
why th ey w ere pro du ced Learn s omethi n g f ro m

.
206
T he Selli n g Proces s
each exp eri ence —lea n i tr Be p ers is t

cons ci ou s ly .
e n t i n empl oyi n g t h e s ens e- appeal me tho d of gai n
i n g Atte n tion , even thou gh yo u bl un der often at

th e s tart .Yo u s oo n wi ll b ec o me an expert It i s .
vital l y i mp o rtan t to make su re ofgai n i n g Atten tio n ,

for oth erwis e yo u d on t kn ow th at yo u h ave any
’
c h an c e of reachi n g i n s i de th e b u yer s mi n d an d i m
’
p ell i ng hi m to go with yo u throu gh th e r e main in g

s tep s of t h e sal e In s o me resp ec ts th e Atten tion
.
s tep i s t h e very h ardes t to take s u cc e ss fu ll y i n a
tru l y eff ec tive w ay On ce a prosp ect i s di vert ed

.
f m
ro wha t h e has been thi n ki n g i s made toan d
thi n k of what the s a l es man wan ts h i m to hol d to ,
a l arge p art of th e di fi i cu l ty of the s a l e i s behi n d

'
Bu t do n o t mi s c o ns tru e th e s ta t emen t th a t At
ten tion i s a very har d s tep T h e dtfii cu lty i n c i
.
A tt e n t i o n
d en t to ga in i n g Atten tion i s all i n mas t eri n g th e

p ri n ci p l es a n d p fer ecti n g s ki l l i n th ei r u s e .I t i s
t h e s tu dy of Atten tion th a t i s h ar d After yo u

.
l earn how an d b ec ome adept i n th e u s e of y our

k n ow l e d g , g
e a i n i n g Att e n tio n i n act u a l p rac t i ce be
c omes very easy .
Now l e t u s tu rn o u r atten tio n to th e s u bj ec t of

A aw k en i n g I n t er es t . J u s t h e r e p a,
u s e to n ot e how
th e sudden n es s of t h e c h a n g e of s u bj ec t an d t h e
t
i nten s i y o f th e b l ow s tr u c k b y e m p h as izi n g t h e
n ew s u bj ec t ,
i n s ta n tl y c a u s e d y o u to l et go of
i
th e deas w e ave ee h b n c o n s i de ri n g a n,
d ta k e ho l d
of th e new i deas of I n teres t This i s a l ittl e prac
. ,
tical il l u s trati on of th e right u s e of th e h ammer

207
me th o d of gain in g Atten tion Bu t w e will drop .
th e s u bj ec t of Atten ti o n aga in an d p roc eed to an a ,
l yz e th e pro c ess o f awaken in g I n teres t .
H ere as yo u recal l th e too l i s th e cl amp An d

, , .
t h e p ro s p ec t hims el f mus t be i n duc ed to e mpl oy

it i n tighten i n g th e grip of his min d o n wh at i s
p rese n ted by th e sal es man T h e sal es man cann ot
.
c o mp el th e p ro sp ec t to u s e t h e cl amp H e on l y .
can su gges ti deas that wi ll prompt i ts us e H e i s .
ab l e t o awa ken I n teres t , bu t it wil l go to s l ee p
again , u nl es s th e p ro s p ec t c hoo ses to e xerc is e it .
”
“
I n ten ded atten tion w e h ave p erc eived earl i er
,
i n thi s c h ap ter i s th e b egin n i n g of cons ci ou s ac tio n

,
i ns i de th e mi n d o f th e b uyer an d l eads al mos t i n,
vari ab l y to h is I nterest I n ter es t i s th e resu l t of

.
ac tio n by th e consc i ous mi n d or wi ll i n g ac tio n ; as

,
d is ti n guis h ed fro m th e ac tio n of th e su b co ns ci ous -
mi n d whi c h pays a tten tion to th e s en se bl ows of

A ttent i on Wh en a p ros p ec t beco mes I n te res te d
.
i n th e sal es man s p rop os itio n or goods h e w ills to

’
,
be con cerned about th e i deas su gges ted to h im ;

to ti ghten h i s mi nd on them a nd to con si der them .
Le t us r tha t w e un ders ta n d this dis

make su e
ti nction be tween Atten ti on and I n teres t Atten .
ti on i s gain ed as w e have seen by th e sal esman s

, ,
’
i mpress i n g hi s i deas fro m th e outsi de up o n th e ,
buyer s inn er cons ci ousness It makes n o differ

’
.
en ce wh a t t h e o u ts i de i deas are ; if they hi t ha rder ,
more i nsi stentl y and on more sens es than the bu yer s

’
,
previ ous i mpressi ons struck he wi ll drop the i deas

,
208
n es s , or with himsel f y o u h ave h im I n teres ted

, .
An d h e i s n ot I n te res ted un ti l th a t r es ul t i s i n t h e
pr o cess of acc o mpl is h men t .
Th ere u su al l y are thr ee s tages of I n teres t j us t ,
as th ere n earl y al w ays are t h e thr ee s tag es o f A t
ten ti on whi c h w e h ave al r ea dy c on s i dered .
Fi rs t i s th e attenti ve s tage o f I n teres t This .
i s th e s tag e at whi ch i n ten de d a tten tio n merg es

with th e b egi nn i n g of real I n teres t i n t h e i deas
to which th e b uyer h as b ee n made a tten tive by
th e sa l es man H ere th e p ro spec t firs t wi shes to
.
ass oc i a te th ese i deas with i mp r es s io ns al r eady i n
h i s mi n d .
In th e sec o n d s ta ge o f as s oci ati n g I n teres t th e

, ,
b u yer thinks of th e ou ts i de i deas an d th e i ns i de

i deas i n cl os e rel atio n I f an office des k i s b ein g
.
p r e s e n ted to h i s I n te r es t f o r in,
s tan c e t h e b u y e r ,
s ees i n t h e des k c erta i n f ea tur es th a t acc o rd with
h is i deas o f wh a t s ho ul d be fou n d i n a d es k .
T h e thir d s ta ge i s p ers o na l I n teres t T h e pros.
p ec t i magi n es th e d es k i n h i s offi ce i magi n es hi m ,
s elf us i n g i t . Now hi s ass o ci ation of n ew an d

former i deas ti ghtens th e cl amp o f h i s i n teres t i n
th e goo d s .H e i s p ers ona l l y co n cern ed a bout wh a t
th e sal es man h as s u gges ted to h i s min d .
Let u s s ee how each of th es e three degrees of In

te res t may be w o n by t h e sal es man .
Fi rs t how can th e s al es man i mp el or i n du ce th e

,
b uy er to wi s h to ass oc iate th e n ew i deas with i deas

al r ea dy i n hi s min d ? That qu es tio n can be an
21 0
s w ered b etter after an oth er o n e i s put Wh at .
thin gs do you wi s h to do ; are yo u wi lli n g to do ?

Wh y agreeabl e things of c ou rs e ! No o n e wi shes
, ,
to do a thin g th at 1 s u npl easan t This gives u s .
t h e cl u e to th e right w ay to s ec ure atten tive In

t eres t . T h e sal esman mus t wi n by s ugges tin g
agreea ble i deas to t h e b uyer .
It i s obvious th at yo u may gai n th e at tent i on of

a p ro s p ec t by h ammeri ng h i s s ens es i n s o me di s
agreeab l e w ay . E ven u nf avorabl e attent i on may

be an advan tage to th e sal es man . Bu t th e I nter
es t t h e sa l es man wan ts mu s t b egi n with a f avor
a bl e i mpress io n o f agreeabl e i deas . If th e i deas

are agreeabl e to th e mi n d of th e pro s p ec t , th e
impres sio n th ey make will be s o favorabl e th at
h e wi l l wi sh to take I n teres t i n th e m .
I t i s evi dent then that the s ales man mu s t be mos t

, ,
caref u l to su gges t i mpres s i o n s tha t wi ll be agreea bl e
to h i s pr os pect . T h e preparatory s tep s of th e

sal e an d t h e s iz e up s houl d en ab l e th e sal es
-
man to s el ec t i deas that wi l l be agreea bl e to

th e p articul ar pro spec t . To cite an exampl e
of very di ss i mil ar men ; wh at woul d h ave de
l i ghte d Th e o dore R oo se vel t might be very di s
g
a reea l e b to W a i l l i m H . T a ft . I t wo u l d b e p oo r
s al es man s hi p to a tt e m p t to a w a k e n t h e I n te re s t
of two s uch marked l y u nl ike men by maki n g
i den ti cal s u gges tio n s to th em both S tu dy i n .
a dvan ce o f y u o r a pp r o ac h to t h e m i n d of a
o
pr s p ec t wh a t i d e as ar e m o s t l i k e l y t o b e a g ree
21 1
a bl e to hi m, an d go ve n r y ou r sal e s mans hip in
hi s case ordingl y
acc .
A oci at e L i ke
ss
S ec o n d how can t h e sa l es man i n du c e th e b uyer
I deas ,
to s tart th e actual ass oci ati on of i deas after h i s

wi ll i n gn ess to do this ass oc i ati n g h as b ee n w o n ?
A man ass oci ates things th at are al ike H e c o n .
tras ts or di s ass o ci ates thi n gs th at are u n l i ke H en c e .
th e b uyer may be impell ed to ass o c i a te th e i de as

s u gges ted by th e sal es man with i deas al r ea dy i n
,
th e b uyer s o wn mi n d on ly if th e s al es man su ggests

’
,
qu al i ti es fo h i s p p
ro o si ti on or hi s go o ds t h at are
’
l i ke qu a li ti es of the prosp ect s i deas , i n character .
Th at s ta temen t see ms pretty c o mpl ex ;s o l et s i ll us ’
trate it S upp os e th e cas e of a b uyer who s e do m

.
i n ati n g motive or obj ec t i n l ife i s s ervi ce to h i s fel

l o w men . H i s min d n a turall y i s full o f i deas of
s e rvi ce . If th e s al es man s u gges ts to su ch a p ros
p ee t s o m e q u a l ity of h i s goo ds whi c h wi l l e n a b l e
a p o ss ess or of th em to be of gr ea ter s ervi ce to h i s
fel l ow men , h e h as made a su gges tion which imp el s

th e pro sp ec t to ass o c i ate i deas of t h e goo ds with
i deas of human s ervi ce A su rgeo n who i s kn own
.
t o be very gen tl e, for ins tan ce , w o uld be i n flu en c e d

by th e s u gges tio n o f th e i dea th at a n ew s urgi cal
i n s trumen t woul d make an op eration o n a patien t
Bu t s u pp ose
th er cas e of a surg eo n w h o
an o ,
s ee ms to h ave n o h u man feel i n gs abo u t h is p a

—
t i e n ts a man who i s s impl y a sc i en tifi c exp e rt an d
who trea ts patien ts withou t regar d to th e ir pain
21 2
b efore yo u e xp ec tedto b ec o me I n teres te d

h im ,
j u mp ahead wi th hi m Ob s erve th e prosp ec t c o n

.
s tan tl y Ofte n h e will take th e l ead an d get al mo s t

.
to th e cl os in g s tage of th e sal e i n a few s ec on ds .
D o n t l ag b ehi n d K eep u p with h i m It i s n o t

’
. .
i mp ortan t to take al l th e s tep s o f s ell in g I t i s .
vi ta ll y i mp o rtant to avo i d reta rdi n g the s a l e you rs elf .
We ar e s t udy n i g th e pr o c ess e s i g
o f s el l n i n co n
,
s e cu ti ve order . i n to a
Bu t do n o t ge t ru t i n y o u r
act ual se l l i n g j u s t b ecau s e y o u h ave

, s tudi ed th e
s ell i n g s te p s c o n s ecu ti v el y .
It i s difficu l t to s u mmariz e th e art fu n damen tal s

of th e pro cesses o f gai n ing Atten tio n an d i n
du ci n g I n te res t Bu t it i s imp ortan t to h ave s o me
.
s tan dar d by whi c h o n e can j u dg e wh a t c o ns titu t es
b es t s kil l i n taki n g th es e s ell in g s te ps We h ave .
sa i d th a t art i n s izi n g u p l i es i n th e eas e of th e
c h ar ac te r an al ys i s T h e art o f th e sal es man a t th e

.
Atten tio n an d I n teres t s tag es i s man ifes ted by th e

d egree to whi ch h e make s t h e i mpress io n o f b ei n g a
p arti cu la r sal es man with p a rt i cu la r me tho ds .
Le t u s cl earl y s ee th e mean in g of th at s u mmary .
T h e av e rage b u yer i s cal l ed o n by l arg e n u m

b ers o f sal es men who repres en t vario u s l i n es H e
,
.
i s ap t to cl ass th em all as si mi lar T h e i n divi d .
u al s who d o n o t s tan d ou t i n th e p r oc e ss io n h av e
l ittl e c h an ce of gai n in g Atte n tion o r of i n du c i n g

I n teres t Th ey make n o p art i cu lar i mpress ion o n
.
th e se nses o r o n t h e mi n d of t h e b u yer Wh y .
s ho ul d th ey ?
21 4
Bu t wh en a sal es man appears who i s n t li ke ’
th e c ommo n ru n of fel l ows who wal k i n an d o u t

of offi c es with order books h e wi ll make an i m ,
p res s ion i n p arti cu l ar Th at parti cu l ar i mpress ion

.
s ho u l d be both o f hi ms el f an d o f h i s l i n e T he .
s ki l l of t h e arti s ti c s al es man at t h e Atten tio n an d

,
I n teres t s tages takes h i m o u t o f th e cl ass o f ordi

,
n ary sal es men . He is an extraordi n ary e

p s on ,
r
t
u s i n g ex rao rdi n ary methods .
E x tra ordi n ary as u s ed h ere do es n o t mean Be A n O

, i , u t -o
"
p h e n o men al bu t beyond th e ordi n ary Yo u do g j zfg
a
, .
n o t w an t to s tar tl e a p ro s p ec t an d cau s e h i m t o
regard y o u as a freak Yo u work s i mpl y to give

.
th e i mp re ss io n th a t wh atever oth er s al e s men l ack

i n p arti cu l arity you are a p articul ar man with a
,
p arti cu l ar p r op o s ition I f yo u su cceed i n maki n g

.
th at i mpres s ion yo u will be certain t o gain Atten

,
tion T h e I n teres t o f th e prosp ec t wil l al s o be

.
i n du ced N o w t o rec apitul ate bri efly

. .
E mp l oy th e hammer metho d to gain Atten tio n R e i . c ap tu
“m
R ec ogn iz e th at th e tool fo r th e process es of In “
t eres t i s th e cl amp You wi el d th e h ammer Yo u

. .
c an c o mp el att en tio n Bu t th e cl amp mu s t be

.
u s e d by t h e pr os p ect You on l y ca n su gges t to

.
h i m th e i deas o f tight en i n g it .
Work with di rect s en s e app eals as h am er

bl ows to drive i n th e impress ions of Atten tl o n
m
,
,
n o t with talk Work with both di rect s ens e appeals

.
a n d wi t h w o rds to i n du c e th e pro sp ec t to as s o c i ate

v
hfs i deas with yours i n I n teres t
~
.
21 5
CHAP T E R I!
P ER S UA DI NG AN D C R EAT I NG DES I R E
T h e F i rs t o f th e C o n vi n c i n g S t e p s o f the
H E p roc esses of th e sal e whi c h h ave b ee n

T o th e H e rt
a
s tu di ed p r evio u s l y w ere al l men tal Now w e .
come to th e s tage wh ere th e appeal mus t be made

p ri maril y to th e heart i ns tea d of to th e mi nd A .
man mo ti o ns
’
s e , no t hi s thou ghts , con tro l hi s D es i res .
A ve ry l arge p rop ortion of sal es men are u n ab l e

to get th e ir pros p ec ts bey o n d th e I n teres t s tage .
Th es e sal es men s ec ur e Atten tion an d i n du ce I n ter

es t ; th en are s tal l e d i n th e ir efforts to c o mpl e te t h e
s e ll i ng p rocess . I n teres t of c ourse mus t be b u il t

, ,
u p c o n ti n u al l y or it wil l l es se n T h e sal es man

, .
who is u ns kil l ed i n P ers u as ion an d th e C rea tion of

D es ire p ercei ves th a t h i s prospec t s i n teres t i s ’
u ncl amp i n g . H e tri es to acc o mpl is h an i n creas e of

I n teres t to o ff se t th e l oss Bu t th e pros p ec t sl ips
, .
b ack to mere Atten tio n an d finall y to i na tten tio n

, .
The sales ma n l o ses out becaus e he cou ld not lead

the other man to a nd throu gh the next step of s al es
mans hi p . Usua ll y th e reas o n fo r hi s fail u re
i s i n ab i lity t o han dl e hi mse l f an d th e pro sp ect
aright o n th e hea rt bas i s .
21 6
We iz e th e tru th o f this Bu t h ave w e

'
al l rea l
£53322
“ .
all b ee n app l yi n g th e p ri n c ip l e i n o u r s ell in g e ffor ts
t o P ers u ade an d to C rea te D es ir e ? H ave w e

n o t ra th er n e gl ec t e d or i gn or e d t h e h eart app eal s ,
an d tri e d to w i n t h e p r o s p ec t s mi n d? Of c ours e
’
,
if w e ai me d ever s o car efull y at th e wron g s p ot ,
th e b e tter o u r marks man s hi p th e farth er wou l d w e

c o me fro m hitti n g th e ri ght pl ac e This exp l ains
.
w h y s o m any sal es men who make b ril l i an t men tal

app eal s get turn e d d own Th ey are al l h e ad an d “
.
”
n o h ear t sal es men .
In gai n i n g Atten tion an d i n du c in g I n t er es t t h e

sa l e s man works t o ge t n ew i deas i nt o t h e b u y er s
’
head . T h e p ro c ess of P ers u ad in g an d

D es i re i s ex ac tl y th e r evers e H ere th e
.
s ho u l d work to ge t o l d fee l i n gs ( n o t i deas )
m o ve o u t of t h e p r o sp ec t s heart with l on gi n g
’
th e s al es man s goo ds o r p r op o s itio n It wou l d

’
.
h ar d to i magi n e p ro cess es m ore cl earl y opp osi tes .
N o w wh a t i s mean t by o l d fe el i n gs ? S i mpl y
th e feel i n gs o f hu man n atu r e
“
whic h M an h as
,
h ad s i n c e C rea tio n N ew i deas h ave c h an ge d th e

.
mi nd o f Man bu t i n hu man nat u re h e i s th e sa me

,
fu n damen tal l y as h e al ways h as b ee n H i s heart .
i mpu ls es T oda y wh e th er h e b e c i vi l iz e d o r sav

,
a ge , are t h e sa me i n cha racter as h i s e motio n s
were i n p ri mitive ti mes T h e o n l y emotive differ

.
e n c e b e tw ee n y o u an d y o ur ear l y an ce s to rs i s i n
th e degree o f y ou r h ea rt ac tivity .
T h e firs t man exp eri en ce d hu n ger s i mi l ar to

th e l o n gi n gs w e feel . H e w as D es irou s o f foo d,

of dri n k, of s h e l t er, o f w armth H e D es ired a
.
m at e Af ter h e h a d s ecu red a wife h e h ad a pri m

.
,
i ti ve D es ire f o r h er s afe ty H e took p recau tio n s

.
fo r h er p rote c tion agai n s t oth er men an d agai n s t

a n i mal s .H e D es ired th e c o mp an y of h i s fel l ow
c rea tu re s an d th ere fo re h e b ec am e a memb er of a
,
l ittl e c o mmu n ity T h e cru de h eart i mpuls es h e

.
h ad res e mbl e d o ur e motio ns .
All thi s exp l an atio n o f t h e mean i n g of th e words C ausin g H e ar t

” I mpul s e s
o l d f eel i n gs i s bu t p rel i mi n ary to t h e s tate men t
th at th e D e s ire o f a pro sp ec t mu s t be arou s e d by
s ti rri n g i n hi m s u ch emoti on s as men al ways h ave
h a d an d by i n du c in g hi m to express o r s en d ou t
, ,
hi s own n a tural i mpu ls es o f th e h eart I t wi l l n o t .
s u ffi c e to en de avo r t o ge t h i m t o take i n t o h i s mi n d
t h e s al es man s n ew i deas Let u s rep ea t th at s tate

’
.
men t an d n ote th at th ere i s a dire c t c on tras t be

,
twe en th e mean i n gs o f th e two p arts T h e D es ire .

“
o f a p ro s p e c t mu s t be arou s e d by s tirrin g i n h i m
s u c h e m otio n s a s me n al ways h ave h ad an d by ,
i n du ci n g hi m to express o r s e n d ou t h i s own n at u ral

i mpu l s es o f th e h eart I t wil l n o t su ffice to en
.
deavo r to get h i m to take i n t o h i s mi n d th e s al es

”
man
’
s n ew i deas .
Bu t d o mi s c o nceive thi s s tatemen t an d

not ,
thi nk th at th e mi nd o f th e pro sp ec t s hou l d be

i gn ore d by th e s al es man w h o i s worki n g to P er
d d C r t D ir H ho ld o n ti n u e
'
su a e a n e a e e s e e s u .c
o i
W rk n g with h i s m i n d o n t h e m i n
,
d o f t h e b u y e r ,
21 9
The Sell in g Process
bu t o nl y to i n du c e menta l ac tio n ; su ch as i n te ns i
fi ed I n teres t At th e same ti me h e s hou l d work
.
with hi s h eart o n th e bu yer s hea rt to s ecur e th e ’

,
e moti ve r es u l t o f D es ir e s tirre d t o ac tio n Th ere .
are two hors e s i n th e t eam t h e h eart an d th e mi n d ,
of th e p ro sp ec t Both are n ee ded to pul l th e sal e

.
throu gh .
and
M en t al Yo u woul d u s e a team o f hors es together of ,
T e am Work c o u rs e . Bu t yo u wo ul d n o t f eed th em as a team .
If yo u di d o n e hors e might get al l th e foo d an d

,
th e oth er woul d s tarve Th en y o ur team woul d .
be w eaken e d ; thou gh o n e hors e might b e grea tl y

s tren gth en e d If yo u were s o u n wise as th at i n
.
y o u r f ee di n g y o u wo
, u l d ge t s tu c k with y o u r l o ad
wh en yo u attemp ted to move it Yo u kn ow th at it .
i s n ecess ary to provi de each ho rs e s ep aratel y with

h i s foo d i n o rder to h ave an e ffici en t team for work
,
togeth er a fter th ey are fed .
T hi n k f
o th e mi n d a nd the h eart f
o the bu yer
as you wou ld thi n k f o th
a e both
team
m i n . Use ,
d ou bl e h arn ess to ge t y o u r sal e acro ss t h e har d

“
,
”
s l eddi n g bu t feed each s ep arat el y
, T h e com .
p aris o n to ho rs es might mi s l ead yo u however , ,
i n to thinki n g both s houl d receive th e s ame foo d .
T h e h eart an d th e mi n d are a team c o mp o s ed of

ra dical l y diff eren t u n its Th ey cann ot u se each .
oth er s foo d Yo u mus t fee d i deas to th e min d

’
.
of th e p ro sp ec t an d emoti ons to h i s h eart Th en .
ea c h wi l l be made vigorou s an d ac ti ve Th ey wi l l .
p u l l tog e th e r s tro n gl y an d wi ll ca rr
,y t h e b u y e r
220
p ec t . E very emoti on you have you rself , the pros p ect

f eel s , to o, i n s ome degree Your s iz e up of hi s.
-
mo tives , th erefore , i s n o t to de termi n e whi ch are

p rese n t an d whi c h h e l ack s ; b u t to l earn wh a t
motives are predomi nant Of c ourse yo u will be .
mo s t e ffec ti ve i n y o u r se ll in g if yo u fi n d o u t th e
emotio ns th a t u su all y go vern t h e ac ts of th e i n di
vi du al p ro s p ec t y o u are h an dl i n g .
R ight h ere l et us s t udy th e e thi cs of P ers u as ion

an d C rea ti n g D es ir e l es t w e get a wro n g imp res
,
s io n
. I t i s p erf ectl y ethi cal to work on the pre
do mi nant moti ve of a pros p ect, even though that
moti ve i s bad This . t t men t app ears i n a wrong
s a e
l i ght u n ti l w e ill umina te it fu lly .
R emember th at th e sal es man al ways s houl d be

ac tu ate d by th e pu rp ose t o do th e b u yer a gen u
i n e s ervi ce H e mu s t take th e b uyer as h e fin ds

.
hi m however an d r en der s ervi c e to him acc ord

, ,
i n gl y Le t u s su pp o se th e cas e of a pro sp ec t who s e

.
na ture h as b ee n w arp ed s o mu c h th a t th e man
h as b ec ome ob s essed by e motio ns of se lfis h p ri de .
We might say vu l garl y though very exp res

, ,
”
s i vel y th a t h e i s dead s tu ck o n hi mse l f Now
“
.
,
th e mo s t effec ti ve w ay to r eac h hi s h eart i s through

th e emotio n s of p ri de an d tho s e are th e em otio n s
,
th e sal es man s ho ul d work o n i n this p arti cul ar

cas e H e w o uld n o t be a s ki l l ful sal es man if h e di d
.
n o t work th at w ay Ye t h e may mak e h i s app eal s

.
to th e bad m otive of th e pro spec t i n s u ch a good

w ay th at hi s sal es mans hi p wi ll be en tirel y et hi ca l .
222
S el f p ri de i s n o t , i n its el f, a bad feel i n g To a

-
.
c e rta i n d egree , s el f
pri de i s en n obl i n g an d fi n e
-
.
T h e e thical sal es man h as p ri de i n hi ms el f s u c h

,
p ri de that h e wil l n o t toop

l ow er de gree of
s to a
p ri de i n t h e p ro s p e c t
Bu t h e c an work to l ift
.
th e buyer s s el f p ri de fro m a l o w l evel

’
-
T hu s , .
whi l e renderi n g hi m s al es s ervi ce, the s al es man

wi ll a ls o bett er th e h eart of hi s p rosp ect .
For exampl e j us t af ter th e war b egan a fo p w as

, ,
b eing h an dl ed by an exp ert sal es man of a fas hio n

ab l e tai l o r T h e sal es man kn ew this pro sp ec t
.
al ways wan te d to be n otabl e as a l eader i n s tyl e .
T h e s al es man worked o n th e emotio n of p ri de i n

s u c h a man n er th at th e qu al i t y o f pri de w as bet
tered Wh at h e sai d w as abou t l ike thi s

.
T h e fas hions thi s wi n ter wi l l be pl ai n T h e

“
.
l i n es of garmen ts wi l l be pl ai n an d th e goods ,
s u b du e d i n p attern an d c o l ors Yo u wan t to . .
dress i n s u ch a w ay o f c ou rs e as to s ugges t th e
, ,
s ob er c o n dition s of w ar A man wi ll n o t be i n
.
fas hion this wi n ter if h i s war drob e is in co n tras t

”
with th e c ou n try s feel ings ’
.
T h e p ro s p ec t took great pri de i n i magi n i n g

”
hi ms el f as a l eader of fas hio n i n s ub du ed cl othes “
.
Th at pri de w as u n worthy Bu t th e sal es man h ad .
l ifted an d b e ttere d it c o ns i derab l y by s ugges tin g a

n ob l er e motio n of pa trioti s m The appeal was .
made to a wron g moti ve but made i n the ri ght way

,
.
It w as ethical withou t doubt to work o n

, ,
th e
b uyer s predomin an t feel ings i n th at mann er
’
.
223
T h e trul y artis tic sal es man en deavors to make

h is sal e with th e l eas t degree of effort , at all s tages
of the sell i ng process Th at i s what art is , doin g a
.
thi ng with th e min imum degree of n ec essary effort ,

do i ng it as eas il y as p o ss ibl e T h e sal es man h as
.
c o me to do t h e b uyer a sal es servi ce I f that i s n o t

.
t he sal es man s purpo s e , h is b as i c e thi cs are ba d ,

’
of co urse An d fro m a wr on g s tart h e can n ot get

.
to a right fin is h Ass umin g th at th e sal es man i s

.
ac tu ated by th e pu rpo se of ser vi c e , h e j us t s hows
true art i n workin g o n th e buyer s pre do mi n an t

’
e motio ns , whatever they may be .
But i n s o doin g t h e sal es man mus t no t r

p an de
ma n get i ns i de th e pers o n al ity of th e bu er Th ere

y .
h e mus t arous e m t h e pros ec t s h ea rt e mo t i ve

’
p -
ee l
f i g n s E
. motive mea n s movin g o u t
- “ ”
T he
m
.
sal es wants the pros pect s eeli n s to come out

’
an
f g
of his hea rt and to fu ncti on wi t h D es i re or the
f
224
p ee t Bu t h i s mi nd wi l l p er cei ve o n l y th e men tal

.
meani n g of words , to n es , or mo vemen ts ; an d n o t

their h eart s u gges tio ns .
T h e b u yer to who m an arti s ti c s u gges tio n i s

trans mitted so s ki ll full y th at th ere i s n o i ndi cati on
of th e effec t that w as i n tended i s aware of c ertai n ,
feeli n gs i n s i de h i s emotion al n atur e H e fin ds .
th em i nsi de H i s mi n d h as n o t p ercei ved t h e eu

.
tran ce o f th e s ugges ti on fro m t h e s al es man an d ,
c o ns e q u en tl y wh en t h e p ro s p ect fin ds t h e fee l i n g
at work withi n h i m h e h as n o i n cl i n atio n to r es i s t
it H e feel s th at he hi ms elf s tart ed h i s h eart to

.
D es i ri n g A n d h e i s n o t afrai d o f wh at h e hi ms elf
.
h as d o n e as h e wo u ld be f earful or s u s p i ci o u s of
,
th e s ame thi n g d o n e by t h e s al es man .
R ecur to th e cas e of t h e fo p whos e D es ire w as

mo ved by th e s u gges tion th at h e w as a p atriot i n
b u yin g s u b du ed fas hio n ab l e cl oth es If th e sal es
, .
man h ad s ai d Yo u are a patri o t; th ere fore yo u

“
,
wi l l bu y th es e c ol ors an d pattern s whi ch acc ord

with t h e s ob er attitu de of a p eopl e at w ar ,
t h e pros p ec t s mi n d wo ul d i ns tan tl y h ave t ackl ed

’
th at s ta temen t with sus picion an d prob ab l y with

res is tan ce to th e exten t of o pp o s itio n H e woul d .
n o t h ave wan ted to be a p atri ot bu t j u s t a f as hio n ,
p l at e T h e e motio n of p atrioti s m w as su gges ted

.
o nl y T h e pro s pec t fo un d hi msel f f eeli n g pa

.
tri o ti c H e s we l l ed with pri de i n hi ms el f as a

.
p atriot an d bo u ght t h e n ew o u tfit h e D es ired n o w

,
as a p atriot Th ereafter i n t h e i ns tan ce ci ted

.
, ,
226
0
t h e fo p t w en t abo u t tal ki n g p atrioti sm

ac u all y
as ex empl ifi ed i n h i s c l oth es S o t h e s al es man

.
kn ew h e h ad se cur ed pre ci s el y t h e r es ul t h e worked

fo r wh en h e p erformed t h e p ro c ess es of P e rs u as io n
an d C reati n g D es i re .
T h e art of P ers u as io n an d Cr eati n g D es i re ,
th er efor e i s d ep en den t o n s ki ll i n sugges ti n g for

, ,
t h e purp o s e of aro us i n g emoti on s n o t thou ghts , ,
to acti vity S u gges tio n n ever s tates an d gi ves

.
,
i ts hi n ts s o arti s ti cal l y as n o t to s eem to be i n ti

mati n g an ythi n g It mus t work through i deas
.
tran s mitted to th e mi n d vi a s en s e i mpress io n s of ,
c o u rs e Bu t th e s u gges tio n mu s t p as s throu gh

.
the mi n d al mo s t i mp erc ep tib l y an d on to th e h eart

, .
Th en wh en t h e p ro s p ect s emotio n s are aro u s ed

,
’
an d c o me o u t of h i s h eart i n f u ll for c e h e d o es n o t ,
real iz e h e h as b een awaken ed H e thi nks h i s

,
.
D esi re wo ke u p j u s t by its el f .
D esi re al ways i n vo l ves r ecogn itio n of a l ack

an d al s o r e c o g itio n th at wh a t t h e s al es man h as
n
to offer wi l l s ati sfy th at l ack H en ce w e may .
say th a t D es i re i s t h e d et ermin an t o f th e s al e
“
.
If yo u reach th e pri mal f eeli n gs i n t h e h eart o f a

pro s p ec t ; s o th at h e r eal iz es both a w an t an d th at
y o u r goo d s ca n fi l l it o n l y two thi n gs c an p re
—
,
ven t t h e s al e fro m b ei n g c o n s ummat ed e ith er a

.
grea t er l ack i n t h e pro s p e c t ( as of mo n ey to buy

with ) or a mi ss tep i n s al es man s hi p o n yo u r o wn
,
p a rt
.
Wh en a man i s I n teres ted o n l y t h e s al es man ,
227
h as reach ed n o farth er i n to h i m th an h i s mi n d .
Wh en h e D es ires t h e s al es man h as gon e through

,
h i s mi n d an d h as to u ch ed h i s h eart . If th e pro s
p e c t sa y s,
“
Yo u r p p
r o o s itio n i s i n t er es ti n g b u
,
t I
”
d o n t w an t an y of yo u r goo d s to d ay h e i s t ell i n g
’
,
y o u th a t y o u got to h i m with y o u r h e a d b u t n o t
with yo u r h eart Whi ch i s j u s t an oth er w ay of
.
s a yi n g th a t yo u di d o n l y h al f o f y o u r j o b o f pre
s cu t atio n . For yo u mu s t u s e both yo u r h e art an d

y o u r h e a d to r ea c h both t h e h e a r t a n d t h e h e a d of
t h e p ro s p e ct .
I t i s n eces s ary, theref ore, tha t the s al esman hi m

s elf s h ould f eel i n hi s o wn h eart the emo ti ons h e
wi s hes to h ave the bu yer exp res s T h e h eart h as

.
a wo n d e rf u l abi l it y to de tec t c o un t erf e its If th e

.
s u gges tion i s made as a pretens e of a fe eli n g s o me ,
thi n g abo u t t h e s ugges tion wi l l al mo s t s ur el y

c r ea te a f eel i n g th a t it may n o t be gen u i n e T he .
tai l or s s al es man wou l d n o t h ave b een ab l e to

’
aro us e p atrioti s m i n t h e fo pp i s h pro s p ec t if th at ,
sal es man h ad n o t hi ms el f f el t p atrioti c T h e s on g

.
of t h e s u c ces s ful s al es man h as for i ts th eme ,

”
“
I t can be don e But th ere i s s o me thi n g i n thi s
—
.
worl d th at can n o t be d on e s u c cess fu l l yi n g An y .
f als e s u gges tion made to a pro s p ec t f o r t h e p urp o s e

of s tirri n g h i s D es i re i s far more l i kel y to awaken
h i s s us pi cio n s of t h e sal es man .
T h e s al es man s ho uld work to ge t th e pro s p ec t s

’
i magi nati on s tarted by s ens e appeal s Bu t n o t u n

.
”
ti l t h e i magi n atio n , o n i ts o wn hoo k , s tirs t h e
228
Fo urth t h e mi n d of t h e pro s p ec t n o w s u gges ts

,
to t h e h ea rt of t h e p r o s p ec t th a t t h e f ee l i n g of
a t r ioti s m it h as d is c o vered i n t h e s al es man i s
p
worthy of c ommen dation .
Fifth th e heart of th e pros p ec t acc or din gl y

,
warms towar d th e feel in g of p atrioti sm .
S ix th t h e h eart of th e pro s p ec t feel s l i ke ex

,
p r ess i n g t h e l o v e for c o u n tr y whi c h h as w a rm e d it

.
S e ve n th a l ack ( of an ou tl e t f o r p atrioti c s en ti
,
men ts ) i s rec ogn iz ed .
E ighth t h e p ro sp ec t rec o gn iz es th at p o s s ess ion

,
an d u s e of t h e goo ds o ff er ed by th e sal es man wo ul d
g i v e h i m a n o u tl e t f o r h i s p a trioti c s e n ti m e n t .s
Nin th th e pro s p ec t th erefore D es ires tho s e

,
go o ds .
That s ee ms an i n vol ved pro ces s o f mi n d an d

h ea rt action i n whi c h th e s al es man an d t h e p ro s
p ec t p arti ci p ate re c i pro c al l y with t h e s i mpl e re
s ul t th a t t h e f o p b u ys fas hio n ab l e cl oth es . Bu t
wh en w e rememb er how s wiftl y th e mi n d c an 0 p
erate an d th a t t h e i mpu l s es of th e h eart are i n
,
s tan ta n eo u s t h e c o mpl exit y b e c o mes j u s t n at u ral

,
fun ctio n i n g of t h e mi n d an d th e h eart Of c o urs e .
yo u wi l l u n ders tan d tha t th e n i n e s t ag es d e tai l ed

are o n l y ap pro xi matio n s T h e exp l an atio n w as
.
n o t i n ten d ed as t h e s ta te men t of an e x a c t c h art of
men tal an d e motion al ac tio n bu t merel y as a ,
ro ugh an al ys i s of wh at takes p l ac e at th e D es i re
s ta ge of a sa l e .
It wi ll h el p to c o mpreh en d what s u gges tio n

23 0
T he Selli n g Proc es s
i n vo l ves if w e b ear i n mi n d t h e mean i n g of t h e

”
word s u gges tion “
Literall y it i s th e act of
.
“
”
ca rryi n g u p fro m b en ea th T hi n k of a s ugges
.
ti on a s an i dea t h at get s i n u n awares an d ma kes

i ts elf at h o me i n the mi n d of the p ros pect s o eff ec
ti vel y tha t h e beli eves i t i s on e of hi s ow n f ami l y of
i deas .It h as co me u p fro m b en ea th hi s c o n s cio us
n es s witho u t b ei n g p erc ei v ed i n t h e ac t of en t e r
i n g h i s mi n d S u gg e s t an i d ea of men tal i ty ( as
.
th at 2 x 2 e qu al s 4 ) an d th at get s o n ly to t h e
mi n d o f t h e pro s p ec t S u gge s t an i d ea of f eeli ng
—
.
th at go es throu gh h i s mi n d an d s trai ght to h i s

heart wh ere h i s fami l y of f ee l i n gs i s an d wh er e
,
th e s u g ges t ed i d ea of fe el i n g n a tur al l y b el o n gs .
Cau s e th e p ro s p ec t to thi n k abo u t y o u r goo ds ,
of c our s e to keep h i s min d I n teres ted i n th em

, .
Bu t al s o s u gges t to h im emoti ons in vo l vi ng y ou r

goo ds to arou s e t h e feeli n g o f D es ire i n h i s h eart
, .
This doubl e i dea h as b een rep eated ti me an d

a ga in i n t h e p r esen t c h ap ter i n o rder t o i mp ress
b ey on d th e p o s sibil ity of mis u n ders tan din g th e

c orrec t c o n c ep tio n of t h e pro ces s e s o f I n te res t an d
D es ire T h e sal esma n mus t be ab le to do bo th

.
p arts o f h i s wo rk of pres en tatio n co o rdin atel y ,

-
.
H e mu s t get bo th the mi nd an d the heart of the

p ro sp ect pu ll i n g wi th hi s own mi n d an d h eart .
It i s extraordin ary h o w rea dil y a su gges t i on of

a truth wi ll be accept e d ; tho u gh a s t atemen t of
that sam e tru th woul d be taken with a grain “
”
o f sal t S u gges tio n i s a p ow erful ins tru men t
. .
23 1
T he Sellin g Pro c es s
pr o
s p ec
’
t s n ature an d h arm th e oth er fel l o w i n th e
c rea tio n of wro n g D es ires . Bu t h e re w e reiterate
that wh en th e sal es man i s worki n g with th e true
p pu r o se of s ervi c e to t h e b u y e r an,
d go v e rns all h i s
s ugges tio ns acc o rdin gl y h i s s u gges tio ns wi l l be a

,
benefit an d n o t a detrimen t every time ,

.
D o n o t mis j u dge s u gges tio n for th e purp o s e of

crea tin g D es ire an d c o n cl u de th at b ecaus e it car
,
ri es u p i deas of fee l i n g fro m b e n eath t h e c o nsc ious
n ess of th e p ro s pec t th e p ro cess i s e ith er mys te

,
ri o us or u n der h an ded
-
E very m o men t w e are
sin Th is
.
awake w e are c o n veyi n g o ur i deas by s u gg es tio n

, ,
to a far grea ter e xten t th an w e trans mit th em

throu gh words Wh en a s p eaker c omes b efore yo u
.
at a mee ti n g with hi s h an ds an d face was h ed an d ,
wea rin g a cl ean col l ar h e su gges ts man y i deas

, .
Yet yo u do n o t feel th at h e h as performed any

s l e ight of h an d tri ck o n yo u o r h as ta ken any ad
,
van tage o f yo u by h is s u gges tio ns .S ugges tion i s

th e mos t ord i n ary of proc ess es i n eve ry day l ife .
S lling Forc e
e
T he great f orce of su gges ti on i s du e to the u n
0 ! S ugg es ti on
co nsci ou s i mpu ls e to i mi tate, whi ch i t p ro duces .
If a s peaker were to yawn before h is au dien ce,

yawn s wou l d s ta rt al l o ver th e r oo m Jus t tal kin g
.
abou t yawns makes yo u fee l l i ke yawn i n g P rob .
abl y y o u h ave t h e impul s e to yawn ri ht n o w

g .
P erc e ivi ng th at th e sal es man can i n flu ence th e

buyer so p owe rful l y by s u gges tion yo u re al iz e
, ,
su gges te d to th e pro sp ec t be
true as he gets i t .
T h e sal es man f o r in s ta
,
n c e m ight h av e a tr
,
u e
i dea of th e beau ty of h i s goo ds ; y et h e might

s ugges t to a p ro sp ec t an exaggerated i d ea of th eir
S o th e s al es man who i s
P ers ua ding mus t watc h
e s Tr e
G t u
th e oth er man cl o sel y bu t i n c o ns p i cu ou sl y, to make
su re hi s su gges ti ons are no t di s tort ed by the acti ve
i magi nati on of the pros pect A su gges tion may .
have th e eff ec t of a match , an d s tart a veritabl e

co nfl agrati o n of feeli ngs th a t wi l l n ee d to be
qu en ch ed I t does no t pay to decei ve a prosp ect

.
in the pro cess of P ersu as i on , a n d i t do es n ot pa y

to let hi m decei ve an d o ver p ersu ade hi ms elf
-
.
Be r
ways th at th e D es ir e yo u arouse is
s u e al
n o t fo r more than y o ur goo ds or prop o s ition can
fil l . If there will s till remain a lack a hun ger i n ,
th e heart of yo ur p ro sp e c t after th e order i s taken

,
an d t h e goo ds are recei ved yo u h ave s old a ,
di s appoi ntment whi ch wi l l be su re to reac t to y our

d e tri men t l ater H en ce it i s b e tter sal es man s hip
.
to u nder s ugges t th an to o ver s u gges t qu al iti es

- -
that s ti r D es ire R ememb er th e n ecess ity to

.
c o mmun i ca te o nl y th e tru th to t h e bu ye r an d ,
remember that yo u are s ti mul ati ng h i s imagina

ti on whi ch may run away h an d i n h an d with h is
,
feel in gs .
T he ma n i s bu i lt by hi s D es i res
cha racter o f a .
S o metimes as w e kn ow men make bad messes

, ,
o f th e ir ch arac ters T h e sal es man s ho ul d keep

.
234
his o wn D es ires hon es t an d right whil e h e i s work

i n g to s tir th e D es ire o f th e pro s p ec t A pecul iar .
de gree of u n selfi s h s el fi s h n ess i s re qu ired

-
No .
sa l es man can atta in it if h e b u i l ds an y fl aw e d
D es ir e in to h is ch aracter .
On e of the chi ef D es i res of the s alesman s hou ld

be the fin di ng of the good el emen ts i n th e w ors t
of men From n ecess ity t h e sal es man mu s t mee t
.
all s orts o f men S o me o f th em wi ll s how h i m th eir

.
bad s i des very cons pi cu ou s l y No sal es man wi l l be

.
eff ec ti ve i n P e rs u as io n if h e i s es p ec i al l y o n th e
l ook o u t fo r bad motives s o as to gu ar d agai n s t

-
,
th em Th at i s pu ttin g hi ms el f i n a n egative frame

.
of min d an d a n egative h eart attitu de towar d a

pro spect P ersu as i on i s an afii rmati ve proces s a
.
,
cons tru cti ve s tep i n s al esmans hi p In o rder to s ti m

.
n l ate D es ir e o f t h e ri ght ki n d th e sal es man n eeds

,
to s tart with th e ful l c o n vi c tio n th at back of every

bad t rai t of charact er there i s j u s t a good i mpuls e
di s to rted s ome thi n g s trai ght th at h as b een mad e
,
artifi ci all y cro o ke d .
With thi s con ception of th e do mi n an t motive

o f t h e pro sp e c t h e faces t h e sal es man can make
,
an effec tive u s e o f th a t m oti ve how ever bad it i s, .
H e wi ll trac e th at motive b ack to t h e p l ace wh ere

it w as d is torte d t o th e p oin t p reviou s to which
,
it might h ave b een a goo d motive Th en h e will .
su gg es t s o me thi n g th at wi ll s ti mu l at e t h e fu n da
men tal em otion n o t i ts crooke d ou tgrowth

, .
S uppo se a sal es man of real es tate wan ts to crea te
235
D es ire i n a mis er It woul d be bad sal es mans hip

.
to make su gges tions with th e pu rpo se of s ti rrin g

cu p i dity . M i serl i ness is a pervers ion of th e qu ality
of thrift T h e salesman can work a b ettering of
.
th e pro s p ec t s des ires by goin g far b ack of p enny

’
p i n c hin g moti ves t o m oti ves of savi n g an d p ru den t

sp e n di n g whi c h ch arac te riz e true ec o n o my
,
He .
can take th e pro sp ec t b ack i n imagin ati on to th e
times wh en h e mad e inves tmen ts thrif ti ly H e i s .
much more l i kel y t o warm th e pro spec t s h eart by

’
thrift su gges tio ns th an h e woul d be if h e su gges ted

a mis erl y moti ve fo r b uyi n g .
Wh en th e sal es man i s engaged i n th e work of

ga in ing atten tion awaken in g in teres t an d h an dl in g
, ,
P ersu adi ng obj ec tions h e often mus t mee t ob s tacl es d irec tl y

, ,
an d e ith er roll th em o ut of h i s p ath or b l ow th em
up . But i n P ersu asi on and Creati ng D esi re the

s ki ll u l sal es
f man avoi ds every obs tacle
he p os si bl y
can This
. avoi dan ce i s n o t an in di ca tion of l ack
of courage . I t is j us t proof of th e sales man s goo d

’
sense an d tac t .
Very often however an aggres s ive c on fiden t

, , ,
sal es man bo as ts th at h e n ever do dges H e takes .
pri de i n h is practi ce of overc omin g every diffi

cul ty h e en c ou n te rs P erh ap s th at h abit i s b ette r
.
s mans hi p th an d o dgi ng al l th e trou b l es at every

sal e
s tag e of th e sal e Bu t n eith er metho d i s right

. .
Th ere i s a ti me to mee t obs tacl es s quarel y an d ,
there is an oth er time wh en th ey s houl d be evaded .
236
m en t wil l p y
a y o u m u c h b e tt e r th a n k ee p in g y o u r
mon ey i n th e savi ngs b an k at Th at woul d
be mee tin g th e ob s tacl e s o s quarel y th at th e p ros
p ee t wo u l d f ee l v e ry d e fi n it e l y t h e p r e se n t s af e ty
of hi s savi n gs H en ce th e s ki ll ful sal es man avoi ds
.
an y su gges tio n th at mi ght rais e an ob s tacl e to t h e
p ro sp ec t ’
s D esi r e t o b e thr ify t , r a th e r th a n m i s e rl y.
P erh ap s if t h e sal esman p erce i ves th at h i s pros

,
p ec t i s h u g gi n g to hi s h ea rt t h e s
“
a f e ty i d ea of
mon ey in th e b an k th e s ugges tion is made th at th e
,
e arth its el f i s th e s o li d fo u n dation of all tan gibl e
val u es .
T h e personal i ty of the s ales man i s a very i m

po rta n t el e me n t i n P ers u as io n It i s ess en ti
. al tha t
th e prospec t have t h e feel in g th at th e sal es man i s
reall y i nteres ted i n hi s welf are T h e pro spec t
.
mus t give th e sal es man a con s i derabl e degree of

hi s confidence S o th e s al es man mus t make
.
su ch an impress io n of hi s ab s ol u te s in c erity tha t
h i s s u gges tions wi ll n o t be do u bted or su sp ec te d .
This i mpress ion cann ot be made with words al on e .
In deed , if there i s doubt or sus pi ci o n , i t wil l be .
related to th e s tatements of th e sal es man But if .
th e sal es man i s ho n es t all through i n hi s purp ose

to se rve th e buyer, th e other man wi l l f eel th at h e
”
is n o t try ing to put s ome thin g over o n h i m
“
.
Faith wi l l be en gen dered, which i s t h e b as is of

c o mpl e te an d un q u es tion in g c o nfi d en c e .
M an y sal es men make t h e mi s take of tryi n g to

demo ns trate th e ir di s in teres te dn ess wh e n th ey
-
23 8
work to P ersuade T h e bu yer kn ows th at i s n o t

.
s i n ce re. Of c ours e th e sal es man real l y wan ts to

,
cl o s e t h e sal e as t h e pro s p e c t real iz es

, S o it i s .
val u ab l e to t h e s al esman th a t h e s u gges t how he

will p rofit by s ervi n g th e buyer whil e su gges tin g ,
how th e buyer too will profit , , .
A certain sal es man o f grai n p er ceived th at h i s

pro spe c t d oubted th e profit of purch as in g T he .
sal esman h ad qu ote d a pri ce o f a bus h el .
T h e pro spec t h ad i n tima ted th at h e tho ught th e

market w as abou t at th e to p .
“
Of c ours e o ne can n ever be s ure remarked
, ,
th e sal es man bu t I firml y b el i eve th ere wil l be

“
,
an advan ce o f twen ty fi ve cen ts a b us h el or more

-
.
S o I l l make yo u an al tern ative prop o s itio n

’
My .
c o mmi ss io n o n thi s grai n i s I m wi ll in g to

’
make a p ers on al deal with yo u o n thi s b as is if yo u ,
prefer : Yo u buy t h e grai n at which i s my

net c o s t . Th en yo u ho l d it three mon ths ; u nless
w e agr ee to s el l o u t s oo n er and w e l l s pl it th e
’
,
profit 50 50
-
If th e market go es j us t to
. a
bus hel I ll s impl y make my s trai ght

,
’
Bu t
if it ris es to as I m c o n fi den t it wi ll my c o m
’
,
mi ss ion wi l l be in c reas ed 7
T h e sal es man s how ed h e w as no t s el l in g gr ai n
fo r h i s h eal th H e al s o p roved h i s s in cerity F ur
. .
th er h e s u gges ted to th e p ro sp ec t th at by makin g

,
an o u tri ght p urch as e at h e c oul d s ecu re for

himsel f al l th e p rob abl e p rofit of an advan ce i n
pri ce beyo n d C o nse quen tl y th e sal esman
23 9
s tirred a D es ire to bu y ou tright which w as th e ,
de te rmin an t of th e sal e T h e o rder w as ta ken o n

.
th e fl at p rice b as i s whi ch w as wh a t t h e sal es man

,
wan ted thou gh h is al tern ati ve prop o s ition h ad b een

en ti r el y s i n c ere .
Th ere are three factors o f th e art of P ers u a

s io n an d C rea tin g D es ir e th at t h e s al es man s ho u l d
have c o ns tan tl y i n mi n d whil e h e works at thi s

s ta ge of t h e s al e .
Firs t it i s n ec ess ary to keep the p ros p ect s D e

,
’
”
si re on the mai n track
“
An y o l d w ay
. wil l n o t
take D es ire th rou gh to th e s u cc ess fu l en d o f th e
s ell i n g p ro c es s P ro s p ec ts are p ro n e to j u mp t h e
.
track an d s tart off o n tan gen ts Wh en th ey do .

,
d o n t ramb l e with th e m bu t l ead th e m b ack to t h e

’
,
mai n l i n e .
S ec o n d th e sal es man n eeds to arou s e vi vi d

,
i ma ges of the s ati sfacti on th e p ro s p ec t wo u l d de

ri ve fro m u s i n g t h e goo ds th a t wi ll fi ll a l ack h e
fee l s Th at i s th e sal es man mu s t s tart i m agi na

.
,
tion to worki n g tow ar d D es ire s fu l fil l men t ’

.
Third th e sal es man s hou l d au gmen t thes e i m

,
a ges he has s tarted by s u gges tio n s i n wor ds to n es

, , ,
o r ac ti o ns th at keep i magi n ati o n w orki n g Th e re .
are de grees of D es ir e of c ou rs e T h e s al es man

, .
mu s t c o n ti n u e h i s tac ti c s of P ers u as ion u n ti l h e is

c o n fi de n t h e h as cre ate d t h e d egree of D es ire th a t
i s n eces s a ry to acc o mpl is h th e sal e .
All throu gh t h e p ro c e ss r eme mb er wh en yo u

are p rac tic i n g P ers u as io n to work o n t h e h eart of
t h e p ros pec t n o t o n hi s mi nd
, .
240
p ec t d oes wh at th e sal esman h as to o ff er

n o t need ,
an d obj ec ts to b uy in g b ecaus e h e h as n o n eed for
t h e goo ds o r th e p rop o s itio n t h e Obj ec tio n mus t

,
be c o ns i de re d c o n cl u s ive .
Ou ts i de of th es e two Obj ectio ns of n o mo n ey

”
o r n o n ee d th ere are n o Obj ec tio ns whi ch cann ot
be tu rn e d to acc ou n t as h el ps i n s ell i n g ; for if an
Obj ectio n i s remove d th e sal es man s p rop os itio n
,
’
i s made mo re attrac tive i n c o mp aris o n with wha t

it app eare d wh en th e Obj ec tio n w as raise d T h e .
res is tance of t h e pro spect i s p artl y broken d own

wh en an Obj ec tion i s cl eare d away an d wh en h e ,
”
o nc e s tarts c o mi n g y ou r way it i s c o mparatively
“
eas y to k eep hi m c o mi n g .
A di s tin c tion mu s t be drawn however b etw een , ,
ac tual Obj ec tio n s an d s o c al l e d Obj ec tio n s

-
O nl y .
th e genu i n e Obj ec tio ns p rove i n t eres t an d i n di

c at e d es ir e E xcus es an d p o s tp o n emen ts a tte mp t
.
e d by a p ro s p ec t are n o t to be h an dl ed as i f th ey
were ac tu al Obj ec tions If th e sal es man di gn i fi es

.
an e xcu s e or a p o s tp o n emen t by trea tin g it as an
Obj ec tio n he no t th e pros p ect makes it an o b

, , ,
s tacl e . Th ere are s o me c as es in whi ch an excu s e

i s l egiti ma te or wh en a p o s tp o n emen t i s as ke d by
a p ro s p ec t i n pe rf ec t goo d faith Bu t th e or d in ary .
e x cus e or p o s tp o n e me n t i s me rel y an eff ort of t h e
pro s pec t to p u t o ff th e s al es man o r to ge t ri d of hi m

withou t givin g h i m a ch an ce to pres en t hi s pro p
o s i ti o n .
T h e p ros pec t in tu itivel y takes a de fe ns i ve a tti

242
The Sellin g Pro cess
tu de toward t h e s al esman who appro ach es h i m .
It b ec o mes a characteris ti c o f an y man to b l o ck

a sa l es ma n if h e c an ,e s p e c i al l y if t h e p ro s p ec t
i s ap p ro ach e d ofte n by s al es me n S o h e tri e s to

.
fen d off an y p o s s ibi l ity th at h e mi ght bu y an d ,
makes excu s es o r p o s tp o n e s c o n s i dera tio n o f t h e

s al e s man s p ro p o s itio n
’
.
If th e s al es man accep ts s u ch ex cu s es o r p o s t
p o n e me n ts witho u t atte mp ti n g to ge t ri d of th e m ,
th e p ro sp ec t h as acc o mpl i s h ed h i s p u rp o s e Bu t .
if t h e s al es man brus h es as i de t h e excu s e o r p o s t

p o n emen t as if it w e re bu t a c obweb i n ni n e ty ,
n i n e o u t o f a h u n dre d i n s ta n c es t h e p ro s p e c t wi ll
n o t i n s is t o n h i s s u bt erfu g e .
T he genu i n e Obj ecti on , h owever, mu s t n o t be

di s regarded It i s n ec ess ary th at th e s al es man get
.
ri d o f it , wh e th e r it i s pu t forwa r d i n goo d fa ith
or n o t ; an d in g etti n g ri d o f it h e s hou l d work

i n s u c h a w ay as to u til iz e th e Obj ec tio n as a help
i n h i s sal es mans hi p Its s ki ll fu l removal cl ear s
.
th e p ath for th e p ro s p e c t s d es ires an d i n creas e s hi s

’
e motive i n cl i n a tio n to bu y T h e p ro s p ec t wi l l f e el
.
far more c o nfi de nce i n t h e goo ds o r t h e p ro p o s itio n

p r e s e n t e d t o h i m i f h e fir s t makes al l th e Obj ec tio ns
h e wis h es an d th ey are e ff ec tivel y d is p o se d o f

, .
Genu i n e Obj ec tio n s are n o t al l actu a l hi ndrances

to bu yi n g; h e n ce it i s advi s ab l e to make an oth er
d i s ti n ctio n j u s t h e re A n actu al hi n dran ce to bu y
.
i n g requ i res t ha t th e s al es man chan ge hi s s ell i n g

process to get ri d of th e hi ndran ce Obj e c tio n s .
243
ro
p p e r whi c h l hin drances to b uyi n g
are n o t ac u a t
do n o t n ecess ita te an y s u c h d ive rs io n of th e sal es
man s efforts fro m th e mai n c ou rs e H e go es
’
.
s trai ght ah ea d with hi s s al es p ro gram u n l ess h e
e nc ou n te rs a re al hi n dran c e to b uyi ng Th en h e .
tu rns as i de temp orari ly un ti l h e dis p oses of th e

hin dran ce an d afte rward goes o n toward h is main
,
g o al .I n oth e r wor ds h e tr ea ts t h
, e l ar ge majority
of Obj ec tio ns p rop er as ai ds to h is sal es mans hip ,
an d regar ds o n l y t h e hi n dran c es to b u yi n g as rea l
o bstacl es whi ch mi ght p reven t hi m fro m cl o s i n g
th e sal e with an orde r .
There are but three hi n drances to b u yi ng

Fi rs t l ack of tru e u nderstandi n g o n th e part
,
of t h e prosp ec t ;
S ec o n d hi s pres ent lack of mon ey with whi ch to
,
bu y ;
Third , pros p ect
’
s p res en t l ack of means o r capabi l
'
i ty to u s e or re -
s el l th e goods to ad van tage .
If a p ro s pec t d o es r t
n o t u n d e s an d t h e go o ds
or th e p rop os itio n o f th e sal es man it woul d be ,
u tte rl y us el ess to c o n tin u e an atte mp t to sell h i m
withou t fi rs t ai di ng h i m to kn owl edge of wh at

i s b ei ng p res e n ted S o wh en an Obj ec tio n i n d i ca te s
.
th at t h e pros pec t l acks un ders tandi ng th e sal es ,
man n eeds to bec o me for th e n o nce a t each er If , .
the Obj ecti on ari s es f rom wan t f kn ow l edge i t di s

o ,
a pp ears j u st as s oon as the kno wledge i s acqu i red

by the p rosp ect, an d it is n o l o n ger a hin dran ce to
buyi ng Wh en it is dis p os ed of, th e
. sal es man re
244
t h e p ro sp ec t be hown th at a goo d o cu l is t or
s
op tici an woul d give h i m abil ity to re ad In both .
th es e cas es th e sal es man woul d retu rn to h i s mai n

u
p pr o s e j u s t a s s o on as th e hi n dra nce to bu yi n g w as
di s posed of .
We wi l l not give an y ti me to c o n s i deratio n of

t h e Obj ec tio n th a t th e re i s n o n ee d fo r t h e goo ds
or t h e p rop o s itio n prese n te d S u ch an Obj ectio n
.
wou l d be a hi n d ran ce to b uyi n g o f c ou rs e If

, .
th e s al es man e nc o u n te rs this Obj ec tio n an d rec

o gni zes th at th e re r e all y i s n o n e e d ( as wh en a
p r o s p ec t a l rea d y ow n s t h e boo k whi c h t h e s al es ma n
o ff ers ) it woul d be a was te of ti me to go an y far

th e r with that attemp t to s ell T h e sal es man.
s ho u l d e ith er s ta rt a n e w s al e ( as of an oth e r c o py
of th e book to be p res en te d to s o me fri en d of t h e

,
pro s p ec t ) o r h e s houl d ab an d o n h i s e ff o rt to s el l this

p ro s p ec t ( as i n t h e cas e of a p i an o ow n e r who co n
-
vi n c e s a p i an o s al e s man th a t th e i ns tru me n t h e al
rea dy owns full y sa tis fies h i s n ee ds for a p i an o ) .
Of c ou rs e if t h e Obj ec tio n th at th ere i s n o n ee d for

,
wh at t h e s al es man off ers do es n o t c o n vi n ce th e

s al es man th a t a n ee d i s real l y l ac ki n g h e i s n o t
,
diverte d fro m h i s mai n c ou rs e by t h e Obj e c tio n ;

fo r it i s n o t an ac tu al hi n dran c e to b u yi n g if t h e
s al es man c an s how t h e p ro s p ec t th e r e i s a n ee d
whi ch h e h as n t rec o gn iz e d
’
.
Now l et us tu r n o ur atten tio n to Obj ec tio n s

—
p rop e r th e Obj ec tio ns that th e sal es man c an u ti l
24 6
i ze to h i m i n h i s mai n pu rp os e
ai d . How s houl d
th es e Obj ec tio ns be h an dl ed ?
T h e p ro c es s of h an dl in g an Obj ec tio n i s greatl y H ae dfi p z
s i mpl ifi e d if th e s al es man kn ows j us t wha t t h e 2 2:2f

Obj ec tio n i s Bu t if a pro p ec t with draws
. s h i m S e lli n A i d e
s el f i n to a s h ell of re tic e n c e ye t i n di c a t es th ere i s

,
s o me hi dden Obj ec tio n h e make s th e s al es man s

’
,
task s o mewh at difficu l t In eve ry cas e it i s pri .
maril y i mp ortan t to l earn wh a t th e Obj ec tion i s

whi ch i s p reven ti n g th e prosp ec t from b u yi n g .
How ever th e s al esman s hou l d av oi d if p o s s ibl e

,
th e s t atemen t of an Obj ec tio n by th e p ros p ect It .
i s s i mpl y h u man n a tu re to defe n d a s ta teme n t o n c e

ma de . H ence if th e p ro s pec t i s as ked t h e bl u n t
,
”
qu es tion Wh at i s y ou r obj ec tio n ? an d if h e
,
“
an s w ers it tru thfu l l y t h e Obj ec tio n b ec o me s h ar d

,
to get ri d of for th e p ro s p ec t wi l l n o t rea dil y yi el d

,
o n a p oi n t ass erted by hi ms elf .
T heref ore the sal es man s h ou ld endea vor to f o re
s ta ll a n Obj ecti on th a t
h e p erc e i ves t h e p ro s p e c t
i s formul ati n g an d th a t h e b el i eves th e p ro s p ec t
mi ght s tate , o n th e o n e h an d On t h e oth e r h an d , .
wh en th ere i s n o i n di ca tio n of wh at th e Obj ec tio n

i s , th e s al es man s hou ld try to di s cover the Obj ec
ti on by s u gges ti n g vario u s i deas whi c h i n d i re c tl y
woul d gi ve h i m cl u es fro m th e resp o n s es o f th e
p ro s p ec t to t h e s u gges tio n s .
S u pp o s e th e cas e o f a sa l es othi ng
man i n a cl
store , p r es en ti n g to a p ro s p ec t s u its of vario u s

p ri ces . H e p erc ei ves th a t wh en h e s h o ws a s u it
247
T he Sellin g Pro c ess
t h e p ri ce of which i s forty dol l ars th e pro s pec t

,
app ea rs i n teres t e d u n til th e p ri c e i s gi ven ; th e n
h e l ays th e s u it as i de an d l oo ks a t s o me thi n g el s e .
D faw i n g Ou t
P l ai nl y this p ro sp ec t i s rai s i n g th e Obj ec tio n of
c o s t i n h i s o w n mi n d
,
If h e s tates th a t Obj ec tio n
.
,
h e wi l l be ap t to s ti ck to it an d re fu s e to be di s
s u a de d f ro m h i s i de a th at h e c an n ot affor d a fort y
d oll ar s u it .Bu t if th e al e rt sal es man re c ogn iz es

t h e Obj ec tio n b e fo re it i s s p ok en by t h e p ro s p ec t ,
a n d men tio n s it hi ms el f th e n at o n c e di s p o s es of
,
it by a demon s tration th a t ch eap cl oth es are n o t

true ec o n o my t h e fo rce of th e Obj ec tion i s greatl y
,
l ess en e d. T h e p ro s p ec t wi l l l o s e c on fi den ce i n
h i s i dea th at h e s houl d n o t bu y a forty d oll ar
s u it. T h e qu es tion of wh a t p ri ce h e wil l p ay be
c o mes rel ativ e an d i s n o t s e ttl ed i n a dvan ce by
,
a s ta temen t of p ri ce l i mita tio n T h e p ro s p e c t i s a t

.
l eas t op e n to c on vi c tio n b efore h e t ake s h i s s tan d

d e fi n ite l y i n h i s o w n wo rds .
Or s upp os e th at th e p ro s p ec t gives n o i n di ca tio n

th at th e sal es man can re ad as to wh at h i s Ob,
j ec ti o n i s ye t h e s hows n o i n cl i n atio n to buy an y

,
s u it th a t i s offe re d to h i m T h e sal es man kn ows

.
th ere i s s o me Obj ec tio n bu t h e h as b een u n ab l e

,
to p erce ive a s ign of what t h e real Obj ec tion i s .
H e mus t fi n d o u t for h is sal es mans hip i s b alke d

, .
S ti ll it wo ul d be u n wi s e t o as k th e d irec t qu es
,
tion if it c an be av oi ded l es t h e s tren gth en t h e

,
Obj ec tio n by l e tti n g th e pros pec t s ta te it S o th e .
sal es man h as to wo rk with s u gges tio n s u n ti l h e
ge ts a cl u e .
248
Wh at is t h e n ex t thin g to do in h an dl ing th e
Obj ec tio n ?
We h ave s ai d it s houl d be dis p o s e d of f orth

wi t h bu t th a t mi ght m is l ea d y o u i n to t h e i d e a of
,
p rec i p ita t e o r a gg r ess i v e ac tio n a ga i ns t all Obj ec
tio n s Thi s wou l d be as mu ch a mis take as it

.
wou ld be to trea t every man y o u mee t i n l ife

j u s t as if al l me n were al ike As i n divi du al s differ
.
i n n atu re s o d o Obj e c tio n s

,
I nd ee d an Obj ec
.
,
t i on i s an i n di cati on of on e s i de of a man di vi ded

a ga i n s t hi ms elf I t th erefore p artakes o f h is h u man
.
c h arac te ri s ti c s .Yo u mu s t u n ders tan d i ts n atu re

c o rrec tl y if y o u wo u l d h an dl e t h e Obj ec tio n ari ght .
In o u r p reviou s s t udi es o f variou s s t ep s of

sal es ma n s hi p whi c h p rec e de t h e Obj ec tio ns s tage ,
w e h ave l earn e d th at both t h e mi n d an d t h e h eart

of t h e p ro sp ec t an d of th e s al es man mu s t fu n c
tio n if t h e o rder i s to b e given by t h e b u yer W e .
h ave differen ti at ed b e tween th e mental p ro c es s es

that res u l t i n Atten tio n an d I n teres t an d th e emo ,
ti ve p roc ess by whi ch D es ire i s s tirred an d s trengt h

en ed . Now at t h e Obj ec tion s s tage of t h e sal e
,
w e fi n d t h e mi n d an d t h e h ea rt of t h e p ro s p ec t
e n gage d i n a s t ru ggl e T h e h ea rt as w e kn ow d o es
.
, ,
t h e b u yi n g ; an d t h e m i n d p rev en ts t h e p u rc h as e
wh en t h e pro sp ec t do es n o t bu y T he pr os p ect .
w ou ld n ot ta ke the trou ble to Obj ect to you r go o ds

wi t h hi s mi nd u n l es s there w ere a t
h ear tu g f or
you r p rop o s i t i on whi ch he f eels he s ho u ld res i s t .
In an y s truggl e o ne pa rty or th e oth er i s th e
250
d o mi n ant fac tor at an y gi v en mo men t Wh en o n e

.
fencer thru s ts o r fei n ts th e oth er du el i s t p arri es

,
or takes cou n ter defens ive actio n It may be th a t .
th e n ext i ns ta n t th e ta b l e s are tu rn e d Bu t th ere

.
i s n o ti me i n t h e ac tu al fighti n g wh en eac h c o n
tes tan t i s n o t e ith er t aki ng th e l ead o r a tte mp ti n g
to rep el an a ttack by hi s opp o n en t S o it i s i n t h e
.
du el th a t t akes p l ac e b e tw e en th e m1 n d an d th e
h eart o f th e pro s p ec t at th e Obj ec tio n s s tage An d .
it i s very i mp o rtan t to th e s al es man th a t h e kn ow

t h e n atu re o f t h e b l ow th a t i s s tru ck i n t h e for m of
an Obj e c tio n an d th a
, t h e be s u re al s o o f th e ori gi n
o f t h e Obj e c tio n ra i s e d by th e pr os p ec t .
As s u mi n g th at Obj ec tio n i s made i n goo d

th e
faith i tii n di cat es o n e o f tw o c o n ditio ns withi n th e
,
‘
p r o sp e c t Fi.rs t t h e p r o
,
s p ec t m ay b e i n t er e s ted
i n t h e goo ds an d h ave a des ire f o r th em bu t h ave ,
s tro n g th ou ght s agai n s t wea ker i mpu l s es to bu y .
E vi den tl y i n s u ch a c as e t h e mi n d do mi n at e s th e
h eart F o r exampl e a man with o n l y t en doll ars
.
,
to h i s n ame res i s ts th e app eal of s o methi n g th at

i s n o n ess en tial a book fo r i n s tan ce an d dec i des
-
, ,
th at h e wi l l keep hi s mo n ey fo r s o me ess en ti al n e ed .
H e makes an Obj ec tio n with th e p urp o s e o f co n

qu eri n g h i s e m oti ve in cl in atio n s by th e s tren gth of
hi s men t al ity T h e sal es man i s u p ag ai n s t res i s t
.
an c e h ard to o verc o m e i n s u c h a c as e ; thou gh it

,
may be mu ch b etter fo r th e p ro sp e c t to o w n t h e
i n s tru c tive book t h e s al es man i s offeri n g th an to
h ave a n ew pair of s ho es o r an oth e r h at .
251
T he Sel lin g Proc es s
S ec o n d , t h e p ro s p e c t may fee l a s t ro n g desi re

for th e good s or t h e p rop o s ition of th e s al es man ,
bu t t h i n k th at h e o ught n o t to bu y ye t wis h h is
,
mi n d woul d s u pp ort h i s h eart H e Obj ec ts wi s t

.
full y S u b c o ns ciou sl y h e en te rtai ns a s ort of hope

.
that his mi n d i s wro n g an d th at h i s h eart i s ri ght .
S u pp o se h e thi n ks it wo u l d be fool is h to bu y th e
boo k wh e n h e n ee ds a n e w p air o f s ho es bu t wo u l d ,
p re f e r t o go witho u t t h e s ho es if h e c o u l d s ee th at
b u y in g th e book was n t fool i s h H e Obj ec ts j u s t
’
.
b ec aus e h e do es n o t w an t to make a fool o f hi m

se l f Al l t h e s al es man n ee ds to d o i n s u c h a cas e
.
i s to de mo n s tra te th at t h e p u rch as e o f t h e boo k

wou ld be wi s e T h e degr ee o f o pp o s ition wi ll be i n
.
p pro o r tio n t o t h e w ea k n e s s o f t h e d e s ir e If t h
. e
des ire for t h e boo k i s ve ry s tro n g t h e o pp o s itio n

,
of th e p ro spec t s mi n d wi l l n o t be h ard t o o ve r
’
c o me an d h i s h e art wil l wi n t h e du el .
M ost f ai l u res i n han dli n g Obj ecti on s are du e

to the f a i lu re of the s a l es man to co mpreh en d the
dou ble n at u re of what he i s handl i n g If yo u t ry .
to mee t an Obj ec tion by a p u rel y men tal p ro

c es s , y o u wi ll n o t s u cc ee d , for wh e n mi n d a tt e mp ts
to ove rc o me mi n d, an tago n i s m is t h e re su l t i n s tead

of h armo n y D eb ates never c o nvi nce th e de b aters
. .
On th e oth e r h an d, if y o u mee t an Obj ec tio n with

e moti ve me as u res o n l y , y o u wi l l fai l ; b e cau s e t h e
mi n d of t h e p ro s pec t , too , mu s t be s ati s fi ed or h e

will n o t buy an d s tay s ol d E ven his h eart wi ll
.
susp ec t t h e s i nc e rity of yo u r e motio n al app eal .
252
to dec i de how it can be h an dl ed b es t H e i s l i ke

Th e Prospec t
.
t h e s ec o n d b e s i de t h e p riz e ri n g w atc hi n g th e o p
,
p o n e n t of h i s p ri n c i p
. al H e s ee s t h e b l ow s s tr u c k ,
anal y z es th e m an d s iz e s u p th e pu n c h an d c o u rage
,
an d s tren gth of t h e hitt e r F ro m ti me to ti me th e

.
s ec o n d en c o u rages o r cau tio ns hi s pri n c i p al Th ere .
are oc cas io ns wh e n t h e ac tu al fi gh t er i s an t ago n iz e d
temp orari l y by wh at h i s s ec o n d tell s hi m S o me .
ti mes t h e oth er pu gil i s t res en ts wh at th e s ec o n d

s ays . Bu t s o l o n g as th e s e c o n d s tays o u t of t h e
ri n g th ere i s n o dan ger th at h e wi l l be sl u gge d i n
,
th e c o u rse of t h e fighti n g An d i n t h e c o n tes t be

.
tween t h e h eart an d th e mi n d of th e p ro sp ec t at th e
Obj ectio ns s t age o f th e s al e whi c h ever ge ts l i cked
,
u s u all y i s a goo d l o s er ; s o th a t t h e p arti s an s hi p o f
th e s al es man as s e c o n d to t h e p ro s p ec t s h e art i s
’
n o t h el d agai ns t h i m by t h e p ro s p ec t s mi n d Afte r
’
.
t h e fighti n g i s o ver every thi n g is fri en dl y if t h e

,
ro u n ds h ave b een cl ean an d if th e s ec o n d h as n o t

e x c ee de d t h e l i mits of h i s p ro p e r fu n c tio n s .
It wi ll h el p th e s al es man to dete rmi n e what t h e

Obj ec tio n i s i ts n atu re an d ori gi n an d how to
, ,
get ri d of the da n ger o f it if h e makes a cl ass i

,
fi ca ti o n of Obj ec tio n s p rop er accordi n g to thei r

,
cau s es W e may p u t a n y or di n ary Obj ec tio n

.
en c o u n t e re d u n de r o n e or an oth e r of s i x h ead s .
An d by p rep ari n g o u rsel ves with ways of gettin g

ri d of t h e Obj ec tio ns of e ac h cl as s w e make s u re
,
th a t wh en ever w e c an cl ass ify th e caus e of th e

Obj ec tion we wi l l be ready to mee t an d dis p o s e
o f it.
254
Obj ec tion s are du e C a u se s o f
Firs t to t h e b uyer s fears ; o r

,
’
,
S ec o n d to h i s u n wil l i n gn es s to c h an ge h i s bu y
,
i n g h abits ; o r ,
Thi rd to s o me feature of th e goo ds o r pro p o s i

,
tio n pres en t ed ; o r
Fou rth to gen eral c on ditio ns ; o r
, ,
Fifth to t h e b u yer s o p in io n of th e s al es man ;o r

,
’
,
”
S i x th to s o me cau s e th at i s p e rs o n al with this
“
,
bu yer at th e ti me
, .
H avi ng cl as s ifie d a c ertai n Obj ec tio n u n der o n e

or an oth er of th es e cau s es t h e rep e rtory o f t h e ,
s al e s man wi ll e n ab l e hi m to s el ec t t h e e xac t me tho d
of h an dl i n g th at Obj ec tio n as h e c ou l d n o t do ,
if h e di d n o t firs t det ermi n e th e caus e of th e Oh

j e c ti o n T h e Obj ecti on i s j u s t
. a sy mp tom of wha t
ai l s th e p ro sp ect, n ot th e di s eas e i ts elf . Th ere fore
do notmake t h e mi s take of wo rki n g o n t h e s ymp
to m .Go b ack to th e di s e as e an d treat th at If .
it i s pu rel y a men tal ai l men t, h an dl e it as s u ch If .
t h e c au s e o f t h e Obj ec tio n i s mental emoti ve ( th at -
i s, if feel in gs are i nvol ve d ) th e h eart as wel l

th e ,
a s t h e m i n d r e qu i re s me di c i n e N earl y al ways it .
i s wi s e to treat both th e h e art an d t h e mi n d i n

or der to get ri d of Obj e ctio n s Th ei r ori gi n i s .
e m oti ve fo r u n l ess th ere w ere de s i re for t h e goo ds

, ,
n o r e al Obj e c tio n to b u yi n g wo u l d be rai s e d by t h e
p ro sp ec t S o t h e h e art of t h e p ro s p ec t mu s t be
.
taken i n to c o ns i deration i n h an dl ing th e c as e .
255
The S el lin g P roc es s
Bu t t h e Obj ec tio n its el f s i gn ifies a men tal dec is ion ;

s o t h e mi n d too re qu i res treatmen t
, ,
.
Yo u rec all th at wh en w e w ere s tu dyi n g th e

me an s by whi c h i deas may be c on veye d from o n e
p e rs o n to a n oth e r e m p h,
as i s w as l a i d o n t h e e s p e
e fal i mp ortan c e of u ti l izi n g to nes an d ac tio n s to
c o mmu ni c at e i deas to t h e p ro s p ec t ra th e r th an ,
u s i n g j us t wo rds An d vi ce ve rsa how t h e p ro s

.
,
-
,
p ee t s to n e s an d ac tio n s s ho u l d be n ote d i n orde r

’
to l earn h i s thou ghts an d imp u ls es It i s very i m .
p ort a n t to a n a l y z e t h e tone i n whi c h an Obj e c tio n
i s s ta te d o r i n ferre d an d t h e acti ons o f th e p ro s

,
p e c t wh en h e i s Obj e c ti n g e ith er to th e sal es man ,
o r withi n hi ms el f T h e s al es man th en wi ll be c ap
.
ab l e o f j u dgi n g wh a t h el p t h e b u ye r s e m oti ve s i de
’
n ee ds to en a b l e it t o ge t ri d of t h e Obj ec tio n .
F o r exampl e if t h e p ro s p ec t us es a high to n e
,
wh en h e exp ress es an Obj ec tio n th e sal es man ,
kn ow s th a t o n l y th e h ea d of t h e p ro sp ec t i s i n v o l
”
ved i n t h e Obj ec tio n T h e to n e of me n t al ity i s
“
.
high er th an th e to n e of emotio n as w e al l kn ow if ,
w e s to p to thin k of it Th ere are ge s tu res an d

.
fac ial e xpres s io n s to o tha t w e rec o gn iz e as in di

, ,
cati n g l ittl e r e al fo rc e ; an d th e re are oth er g es tu re s

”
an d e xp res s io ns whi c h w e kn ow mean b u s in ess
“
.
In th es e l a tt er t h e p ro s p e c t mani f es ts h i s emoti ve
s i de with h is me n tal ity
, .
Now l et us s up p o s e th at t h e sal es man h as di s

,
c o v e re d t h e Obj ec tio n an d h as cl ass ifi e d it as to
i ts cau s e , he mu s t deci de j us t h ow he wi ll go to the
256
f o r your to n e an d ges tur e, bu t wou l d n o t s wal l ow

t h e words if yo u ac cu s e d h i m of a fal s ehoo d .
Yes bu t
. T he o n d me tho d of gettin g ri d of an Obj ec
s ec
tio n might be cal l e d th e a dmiss io n bu t “

,
metho d H ere y o u gran t th e tru th o f wh at

.
t h e p ro s pec t ass erts or wh at y o u p erce ive h e i s

,
thi n ki n g an d which yo u th en s ta te for h i m bu t

, ,
y o u i ns ta n tl y fol l ow thi s admiss ion by a c ou n t e r

ass ertio n of s o me thi n g th a t c o mp l e te l y n ul l i fi es
th e Obj ec tion T h e c o mm o n Obj ec tio n th at th e

.
p ri c e i s hi gh er th a n i s q u ot e d b y s o m e oth e r ho u s e
may be met effec ti vel y by th e a dmi ss io n bu t — “

,
u
metho d
Yes yo u gran t i n an e motive to n e as man to
“
-
, ,
”
man bu t y o u add i n a to n e of p ow er with a
“
, , ,
ges tu re to s u ppl emen t i ts force th e hou s e yo u ,
men tio n e d d o es n o t make this gra de of goo ds or ,
pre te n d to do s o Th eir l i n e is man u fac tu red Mr

.
, .
M e rc h an t fo r a cl as s of trade mu ch i nferi o r to th at
,
”
whi ch y o u ca te r to .
I f y o u are sp eaki n g th e tru th ( an d yo u s houl d

n o t make a n y s ta temen t th at is n o t ab s o l u tel y
tru e ) th e Obj ec tio n i s cl eared away by y ou r ad

,
mis s io n an d t h e c o u n ter ac ti n g bu t whi ch fo l-

“
l ows it .
Thir d an Obj ec tio n ca n s ometimes be turn e d

,
i n to a boo meran g agai ns t th e mi n d of th e p ro sp ec t

that th re w it o u t A p ro sp ec t to who m yo u are
.
tryin g to s el l an i ns u ran ce p ol i cy Obj ec ts th at h e

h as n o n eed fo r i ns uran ce an d dec l ares th at h e ,
258
n eve r h as b ee n s i ck a day i n hi s l ife an d th at all h i s

famil y are l o n g l ived Yo u h an dl e thi s by decl ar
-
.
i n g th at yo u s o l i c it an ap pl i ca tio n fro m h i m becau s e

h e i s a man o f fi n e h abits an d goo d h eal th ; th at you r
c o mp an y wi l l n o t gr n t i ns u ran c e ex c ep t to me n o f
a
h i s hi gh s ta n dar d ; whi c h i s o n e of th e reas o n s
th at you r c o mp an y h as s u ch a l o w l oss ra te an d
can keep t h e p r emi u ms d own by th e r e tu rn of
u n u s u al di vi de n ds to p o l i cy ho l de rs .
Th en yo u go s trai ght ah ead an d s how th e pro s

p ee t th at h e d o e s n e ed i n s u ran c e j u s t as if h e h a d
,
n o t i n t e rrup t e d y o u with h i s s p ec io u s Obj ec tio n .
Yo u m ake it pl ai n to h i m th at yo u repres en t a
l if e i ns u ran c e c o mp an y n o t a death i n su ran ce
,
c o mp an y .
Ob s e rve with regard to th e us e of th es e thr ee

,
me tho ds o f h an dl i n g Obj ec tio n s how th e s al es man

,
avoi ds e n gagi n g i n a du el with th e p ro sp ec t T he

.
du el i s between the mi n d an d the heart of the other

f el l ow, as we have s een Bu t th e s al es man do e s
.
n o t mi x i n t h e c o n te s t , as o ne of t h e p ri n c i p al s .
Wh en h e emph ati call y den i es an Obj ec tio n h e si m ,
p y upp orts t h e i nn er des i re o f t h e p ro sp ec t as

l s
s tro n gl y as p o ss ib l e an d d o es n o t ac t i n s u c h a man
n er th at t h e mi n d of t h e p ro sp ec t i s an tago n iz e d .
S i mil arl y wh en h e makes an admi ss io n an d i mme

”
di at el y n ul l i fi es it with a bu t an d wh e n h e s how s
“
,
th e p ro s p ec t th at th e Obj ec tio n i s a boo meran g ,
the s ki l lf u l s al es ma n i s caref u l to app ear o n l y as

the s econ d to the des i re of the pros p ect A
n al y e
. z
259
th e i l l us tra tio ns w e h ave c o ns i dere d an d it wi ll be ,
e vi den t th at i n n o n e of t h e three cas es i s th e r e an y
thi n g th at might o ff en d th e p ro s pec t .
Ti me an d agai n i n th es e ch ap ters yo u h ave bee n

re mi n d e d th at t h e p u rp o s e of t h e s al es man al ways
s ho ul d be re al s e rvi c e to t h e b u y e r O n ce more .
y o u are r e m in d e d o f th a t W h en y.ou h a n dl e O b
j ec ti on,s rem em b er t h at y ou h a ve co m e to a i d th e
p ros p ect i n s at i sf yi n g s ome ac tu a l n eed H e m ay .
n e e d to b e tau ght th a t h e h as a n eed Yo u may .
h ave to remo ve man y hi n dran ces to h i s b u yi ng

wh at h e n ee ds after s howi n g h i m th at h e l acks
,
wh at yo u offer to h i m H e Obj ec ts for variou s

.
reas o ns bu t i n e ac h Obj ec tio n y o u s ho ul d r ec o g

,
n iz e a n o pp ort u n ity to d o h i m a s e rvi c e as a t eac h e r
o f thi n gs h e r eall y w an ts to kn ow wh e th er h e ,
real iz es it o r n o t Of c our s e yo u mu s t be very

.
,
tac tful i n y ou r teachi n g an d avoi d an y app earan ce

of b ei n g a s c hool mas ter ; fo r p e opl e al ways h ave
ra th er resen te d i n s tru c tio n as th e tra ditio n al
,
a ttitu de of t h e pu p i l to t h e t eac h er p ro ves .
T h e i mp orta n c e o f b ei n g t h e mas ter of t h e s al e

a t all s tages h as b e en e mp h as iz ed fre qu en tl y t o
yo u . In pl ann i n g yo u r ap p ro ac h i n gai n i ng an,
au di e n c e , i n s ec u ri n g a tte n tio n an d i n te res t i n ,
aw ake ni n g a de s i re y o u d ir ec t a n d c o n tro l t h e s el l
,
i n g p ro cess Bu t at th e Obj ec tio ns s tage y o u often

.
are o n t h e de fe ns i ve You kn ow th a t it i s n o t
.
you r fight bu t t h e pros p ect d o e s n o t u n de rs tan d

,
th at u su al l y S tri ki n g o u t agai ns t t h e res is ta n ce

.
260
th em . qu ire th e ir sal es men to mee t Ob

S ome re
j ec t i o ns f ac e to“
f ac e e very ti m e Oth e r e x e c u .
t i ves i n s tru c t th e ir s al es men to d o dge a n Obj ec

tio n if p o ss ibl e T h e obj ec t of b o th ki n ds of sal es
.
man agers i s to h ave t h e s al es man kee p contro l of

th e s al e .
Bu t s al es rese mbl es s eamans hip i n

man s hip
man y ways T h e s al es man s ho ul d be th e c ap t ai n
.
of hi s s al e s s hi p an d keep th e h el m u n der h i s
,
c o n t ro l It certai nl y woul d be wro ng for hi m

.
,
how ever to mee t al l th e ob s tac l es to n avi gatio n

,
al i ke . R eefs an d san db ars s houl d be avoi ded .
Ic e an d op p o s i n g w aves mu s t b e p l ow e d throu gh .
S o th e sal es man s hou l d b e adap tabl e i n en c ou n te r

i n g Obj ec tio n s an d s hou l d s u it h i s sal esman s hip
,
t o th e c ir cu ms tan c e s o f eac h cas e .
Of c ours e i t i s p oor s al esmans hi p to rai s e Ob

,
j ecti ons tha t the p ros p ect has n ot thou ght of T h e .
s kil l fu l s al es man avoi ds diffi cu l ti es if h e can .
Bu t h e d o es n o t att emp t to i gn or e an y real Ob

j ec ti o n that th e pro sp ec t rai s es If h e w ere t o .
try s u c h tac ti cs h e woul d al mo s t certainl y make

,
th e Obj ec tio n s eem very formi dabl e thou gh it ,
might be tri vi al i n fac t A safe rul e to go by .
i s this : Get p as t every Obj ect i o n you encou n ter ,
ei t h er by goi n g t h rou gh i t o r a rou nd i t i n th e p la i n
s i ght of th e p ros p ect T h e i mp ortan t thi n g i s to

.
pro ve to t h e pro s p ec t th a t th e O bj ec tion i s n o t

an i mp ass ab l e hi n dran c e to h i s b u i n If yo u
y g .
try to ign ore an Obj ec tio n of th e p ro s pec t an d to
262
go on with th e s el l i n g p ro cess th e p ro sp ec t s mi n d
,
’
will n o t foll ow yo u T he Obj ec tio n wi l l bl o ck th e

.
w ay every ti me t h e pr o s p ec t thi n ks o f it .
However yo u are n o t to l e t th e pro sp ec t di vert

,
y o u fro m y ou r m ai n p u rp o s e a n d p e rm it hi m to
ta ke c o n tro l of th e s el l i n g p ro c e s s It i s n o t n ec es
.
s ary to di s p o s e of an Obj ec tio n i mme di at el y aft e r
it i s rais ed D efer y o u r an s wer if p o s s ib l e i n cas es

.
,
wh ere y o u woul d h ave to mak e a fres h s tart with

yo ur pres en tatio n if yo u s to pp ed t o d i s p o s e o f
an Obj e c tio n S ay to th e pro s p ec t
. I wi l l c o me
,
“
”
to th at p oi n t i n a f ew mi n u t es ,
th en go o n with
y o u r e x p l an a tio n or s t a t em en t B u
. t be s u r e to
recur to th e Obj ecti o n at th e p ro p er ti me an d draw
th e parti cul ar atten tio n o f th e pro s pec t to th e fac t

that yo u are taki n g up th e p oin t h e rai s ed M ayb e .
h e h as tho u ght yo u an artfu l d o dg er an d th at yo u ,
avoi d ed an earl i er r epl y to h i s Obj ec tio n b ecau s e
y o u c o ul d no t m ee t it e ff ec ti v el y Y o u d i s po s e o f
.
it c ompl etely an d s ucces s fully wh en yo u yo urs el f

rai s e th e p oi n t an d t h e forc e of t h e Obj ection i s
,
di ss i p ated F o r ex ampl e a pro spec t obj ects to bu y

.
,
i n g an E n cycl o p aedi a Bri ttan i ca b ec aus e o f i ts

c o s t Yo u d efer mee ti n g th at Obj ec tion u n ti l yo u
.
h ave demon s trated th e great val u e o f th e referen ce

boo ks ; th en yo u di s po s e o f th e Obj ection by ex
’
pl ai ni n g yo ur i n s tal l men t pl an o f p aymen ts whi c h

makes th e amou n ts o f mon ey re qui red each mon th
s ee m i n s ign ifi can t .
Very often a pro s pec t makes an un foun ded Ob

j i
ec ti o n n p e rf ec t good f aith T h e Obj ec tio n.ma y
app ear ab s urd , bu t yo u s ho ul d trea t it as tho u gh
it des erved res p ec t Do n o t ass ume an attitu de of

.
s up er iority I n fo rm th e prosp ect i n suc h a w ay th at

.
h e wi l l p erc eive yo u regard h i m as y o ur e qual an d ,
n eith er l oo k d own o n hi m n o r u p to h i m T o o man y .
s al es men handle Obj ecti ons as if they were on ly

o bs tacl es i n thei r ow n p aths S o wh en th ey kn ow
.
an Obj ec tio n amo un ts to l ittl e o r n othi n g th ey ,
s how c o n te mp t o r di s r egard fo r it Th at method

.
i s al togeth er wro n g R ememb er th at th e Obj ec

.
tion b ars th e p ros p ect f rom bu yi ng no t j us t you ,
f r om s ell i n g .G e t it o u t o f h i s w ay ; h e l p h i m to
remo ve th e ob s tr uc tio n th a t b l oc ks h i s emoti ve
des i re to p o ss ess wh at yo u are s ell in g .
Wh en an Obj ec tio n i s rai s ed make u p yo ur ,
mi n d wh eth er o r n o t it i s p u t t o yo u i n goo d f ai th .
If it i s take pains to ai d th e pro s p ec t i n di sp o s i n g

,
of it c o mpl etel y to hi s sati s fac tion S ho ul d yo u

, .
feel certai n th at th e Obj ectio n i s no t rai s ed i n good

faith us e to n es an d ges t ures that manifes t to th e
,
pro s pec t t h e emphasi s of your den i al o f th e val i dity

of th e Obj ec tion ; th en go ri ght o n with th e s el l i n g
pro cess . T h e pro s p ec t wi l l n o t try to l i e agai n o n
th at poin t if yo u s how hi m th at yo u kn ow h i s ass er
tio n of an Obj ec tion i s un tru e an d if yo u do n o t ,
offen d hi m by maki n g th e ac cu satio n i n words th at

h e h as to ld a f als ehoo d .
E xc us es an d p o s tp o n emen ts are real l y l i es i n

mo s t c ases Th ey s ho uld be di s regarded witho u t
.
,
26 4
CHA PT E R ! I
S EC U R ING DEC I S I ON AND OBT A IN I NG

S I G NAT URE
“ ”
T h e F i rs t o f the Clo s i n g S t e ps o f the
LO S I N G i s gen eral l y regarded as th e mo s t

diffi cul t p art o f th e s el l i n g pro cess Bu t w h y
.
s ho ul d it b e es p ec i all y h ard t o get th e o rder fro m a
g oo d p ro s p ec t who s e I n t eres t an d D es ir e h ave b ee n
s ecur e d an d who s e Obj ec tio n s h ave al l b ee n eff ec
ti vel y d i s p o s ed of ? In s u c h a case th e pro s pe c t

h as b ee n c o n vi n ced th at h e n eed s th e good s ; h e
h as t h e mon ey to p ay for th em ; h e w an ts th em
an d feel s ass ured th ey wi l l sati sf y h i s n eed s Then .
it s ho ul d be eas y to get th e order i ns tead of h ard

, .
C l o s in g i s regard ed as difficul t b ecaus e u s ual l y

th e b l ame fo r a fai l ur e t o get an order i s l aid o n
”
t h e sal es man s i n abi lity to s ec ure a Yes at th e
’ “
fi nal s ta ge of hi s effort It i s cl ear however th at

.
, ,
if th e sal es man h as b ee n succes sfu l i n hi s work

throughou t all th e p revious s teps o f th e sel l i n g pro
c ess the pros p ect i s a ll ready to bu y
, If h e says
.
“
N0 after th e hin dr an ces to hi s b u yi n g h ave b een
re mo ved , s o methi n g n ew mus t h ave c o me u p to
b al k h i s D es ire o r th e sal es man must h ave fai l ed

,
26 6
to perf orm s o me fin al r i
s e v ce fo r h i m to co mpl ete
th e sal e .
Of course it i s diffi cul t to cl o s e a pro s pect

,
who s e obj ection s to b uyin g th e goo ds h ave n o t all

b een cl eared away It i s s ti ll h ard er to get an
.
order fro m a pro s pec t who s e des i re fo r th e go od s

h as n o t b een aro us ed T h e d i fli cul ty i n creas es if
.
i n teres t h as no t b een w o n E very s tep of th e s el l

.
i n g pro cess whi c h h as b een i l l taken b efo re th e fin al

-
s tage i s r each ed mak es it h ard er to s ec ur e th e favo r
ab l e D eci s io n an d th e S i gn atu r e If th e pro s .
p ec ti n g w as wro n g an d th e man b ei n g i n t ervi ew e d

,
i sn t a p ro spec t at al l getti n g an order from h i m

’
,
i s i mpo ss ibl e .
Let us s tart o ur c o ns i deratio n of S ecuri n g D e

ci s i o n an d Obtai n i n g S i gna tur e witho u t maki n g
th e c o mmo n mi s take of pu tting more b l ame o n th e

”
p o or “
c l o s er th an h e d ese rves i n c o m p ari s o n with
th e p oor p re parer or p oor pro s p ecto r or poor S iz er
, ,
u p o r p oor appro ach er or p oor att en tion an d i n

, ,
- -
teres t gai n er or p oor p ers uader of d es ire or p oor

, ,
h an dl er of obj ec tion s If p oor s alesmans hi p has

.
been us edi n the earli er s tages of the s elli n g p ro

cess , the bad efi ect keep s accu mu la ti n g u n ti l the
'
the s a lesman s chan ces

’
cl osi n g p oi n t an d ki lls .
Th erefore wh en yo u an al yz e th e work o f th e poor

cl o se r , be s ur e yo u s tu dy criti call y all h i s tracks
fro m th e b eginn i n g of th e s ell i ng s teps h e h as taken .
T h e o dds are t en to o n e th at yo u wi l l fi n d h e h ad
fail ed bef o re he attemp ted to cl os e .
26 7
Bu t we are muc h more i n t eres t ed i n t h e succes s

f u l s al es man th an i n t h e f ai l ur e W e h ave b e
.e n
s tudyi n g th e me thod s of goo d s al es mans hi p For .
o ur p res ent purp os e l et us ass ume th at a real pro s

p ee t w as s el ec t e d b y a w ell p r e
-
pa r e d sa l es man ;
th at h e was p ro perl y appro ach ed an d s iz ed u p ; -
that hi s atten tio n an d i n teres t h ave b een s ecured ;

th at h i s des ire h as b een arou sed an d al l h i s o bj ec
—
tions h ave b een di s po s ed o f i n oth er words tha t ,
when the clo s i n g s t age i s reached the s al es man has

don e hi s p revi ous work efi ci en tly Now w e wan t
.
to l earn h o w th e D eci s ion s ho ul d be s ecured i n fav

o r o f b u yi n g an d h o w to get th e p ro s pec t to ac t o n
,
that favorabl e deci sion an d S ign th e Ord er .
E very sal es man ager rates h i s men accordin g to

t h e ord ers th ey c l o s e C o ns equ en tl y al l sal es man
.
agers emp h as iz e t h e i mp ortan ce o f t h e s i gn atu r e o n
th e d otted l i n e .S al es men are c o mman d ed an d

”
p ro dd e d a n d begged to get or de rs ; th ey are di s
“
c h arg ed i f th ey f ai l ; bu t they are n o t gi ven an y exact
i ns tructi on i n the art of clo si n g Us uall y th ey are

.
h an ded a l o t o f glitterin g gen eral iti es o r are j us t ,
d irec ted to s u mmariz e s tro n gl y at t h e cl o s i n g

s ta ge t h e b es t p o in ts th ey h ave b ro u ght o u t be
fore M uch emp has i s i s pl aced o n th e sal esman s ’
o l d o ver d o n e f ami l i ar fri en d—th e ps ycho l o gi cal

.
“
-
, ,
mo men t .
Ri ght h ere l et s ri d o ur mi n ds of th e common

’
fall acy abou t th e ps ychol ogi cal momen t wh en th e

p ro s pec t dec i d es to bu y Of c ours e th ere i s a
.
,
268
as they can with fac ts an d reaso ns an d s ee m in ten t ,
o n wi n n i n g with a kn o cko u t Appar en tl y th ey ex

.
p ec t to c o me o u t vi c torio u s by us in g a ll th ei r
s ec o nd wi n d aft er b eati n g d own t h e p ro spec t s

’
obj ec tion s .
T he cor rect p roces s o f clo si n g requ i res the s a les

man to e mp lo y methods no t p revi ou s ly us ed i n the
sa w methods
,
whi ch are the o pp osi te o f thos e he
has uti li zed when taki n g the earli er s t ep s H en ce it .
i s s mal l wo n der th at fai l ures to c l o s e res ul t wh en

th e sal es man d o es n othi n g new i n h i s effort to s e
cu re a D ec i s io n , bu t merel y rep e ats hi ms el f .
Up to th e cl o s i n g s ta ge t h e s ki ll fu l sal es man
works to get acro ss to hi s pro spec t i deas of li keness .
When closi ng, th e effort of th e sal es man s ho ul d be

to c on vey images of contras ts to th e pro s pect T h e .
two pro cesses are al to geth er di ss i mi l ar Let us .
make a bri ef an al ys i s of each , i n o rder th at o ur c o n

cep ti o ns may be cl ear .
W e kn ow th at in teres t i n th e sal es man s good s ’

,
an d des i re for th e m ar e n ec ess ary b e fore t h e p ro s

,
p ee t wi ll
bu y Now co ns ider wh at i s in teres ti n g
.
to a man , and what h e des ires T hin gs th at are .
li ke hi s i deas , of c o urs e Nobod y, fo r i n s tan ce, d e

.
s i res a thi n g th at difi ers fro m h i s i deas If yo ur

’
.
”
tas te i s fo r qui et cl oth es , yo u wo ul d n o t be in ter
“
es ted i n a s uit of l o u d p attern how ever good th e
qual ity of th e cl oth o r however l o w th e pri ce might

be An d if yo u h ave an obj ec tio n to an ythi n g y o ur
.
,
men tal Oppo s itio n or men tal emoti ve res i s tan ce of

-
2 70
an i mpu l s e to buy i s du e to your i dea th at th e

arti cl e i s u n li ke you r i deas regardi n g s u ch an arti cl e .
T h e sal es man r emo ves yo ur obj ec tio n by s howi n g

yo u th at th e arti cl e i n re al ity i s li ke yo ur i d eas .
E ven t h e o ri gi n al att en tion o f th e pro s p ec t cann ot

be h el d to th e sal es man s good s un l es s th ey appeal
’
t o an i dea o f li ken ess i n th e mi n d an d h eart o f th e

p ro s p ec t . If a c l erk i n a s tor e ho l d s u p a k ni tti n g
bag to a w oman s ho pper h er atten tio n i s w o n be
,
cause t h e i d ea o f a kn itti n g bag i s l i ke an i d ea of
kn itti n g whi ch th e o rdi n ary wo man h as

,
Bu t n o
.
man wou l d ho ld h i s atten tion to a kn ittin g bag ,
b ecaus e kn ittin g i deas are di ss i mi l ar to an y i deas

h e h as .
T h e purp o s e of th e s al es thro ugho u t th e C lo s i n g

man
p r es e n t a tio n s t ep s o f t h e sal e an d t h e c o n vi n c i n g Si gn,
s te ps i s to c au s e t h e pro s p ec t t o l i ke t h e goo d s C o n t r as t s
b ecause o f th eir li keness to h i s i deas S o o f c ours e

.
, ,
th e sal es man u s es th e me th od s o f comp ari s on th en ,

.
Bu t it i s n o t s u ffici en t th at t h e p ro spec t d es ire t h e

good s whi c h th e s al es man o ff ers If th e sal e i s to
.
be c on summat ed h e mus t deci de to bu y them

, .
T h e purch as e wi l l be made on l y if t h e pro s p ec t

go es throu gh a p ro ces s o f con tras ti n g i d eas i n f av or
o f b u yi n g an d i d eas agai ns t b u yi n g D eci si on i s
.
a w ei ghi n g proces s , by whi c h th e pro spe c t

”
det ermi n es th at Ye s i s h e avi er th an No o r
“ “
Wh en h e w ei gh s th e i deas i n favor of
i
V ce vers a .
bu yi n g i n c on tras t with th e l ess er wei ght of th e

i deas o pp o s ed to b u yi n g h e deci des to bu y an d
,
s ays Yes I f t h e b al an ce ti ps t h e oth er w ay h e

.
,
s a ys N 0 b e cau s e h e s ee s th at th e a ffir mati ve

“
,
i deas are o u t wei gh ed by th e n egati ve

-
.
I n n u mera bl e s a l es en d in tu rn -
dow ns f or the
reas on tha t the s a l es man has f ai l ed to p u t the p ros
p eet through th e co n tras t p ro cess of D eci s i on T he .
s ales man u s es the s ame methods he has been em

p l o yi n g p revi o u s l y, an d n egl ects to bri ng ou t hi s
s cal es to demo ns tra t e th e di fference i n wei ghts be
tween th e i deas i n
f f b i
a vo r o
u y n g a n d th e i dea s
a gai ns t ma ki n g th e pu rchas e C o u n tl ess oth er

.
sal es are c o mpl e t ed b y th e p ros p ect u n ai de d by
th e s al es man , wh e n t h e pro s p ect d o es t h e w eighi n g

hi ms el f wholl y o n h i s o wn i niti ati ve .
S al es men i n g en eral s ee m afrai d to to u c h t h e

u n favo rab l e el e me n ts th at app e ar i n th e c o u rs e
of th e s ell i n g p ro c es s Th ey are i n cl i n ed to ed ge
.
a way fro m o r to i gn o re an obj ec tion fo r i ns tan c e , .
Thi s i s a mi s take i n s al es man s hi p as w e h ave p er,
c ei ved i n o ur s tu dy of t h e obj ec tio n s t ep In .
th ei r effort s to cl o s e th e s al e th es e s al es men
av oi d an y me n tio n of t h e p oi n ts agai ns t b u yi n g ,
feari n g l es t th e y defe at th ei r o wn p urp o s es by re

mi n di n g t h e pro s pec t o f hi s obj ec tio ns an d o pp o s i
tio n to p urch as i n g Th e y c o n ti n u e to p res en t i deas
.
of li ken es s an d are very car eful t o kee p away fro m

,
t h e con tras t i n g i d e as Th ey work as if th ey were

.
tryi n g to mes meriz e t h e pro s p ec t i n to c o mpl ete fo r

ge tful n e ss of an y tho u ght s o r f ee l i n gs i n o pp o s itio n
to b u yi n g Th es e s al es men fai l b ec au s e th ey are
.
272
so ti vel y th at th e pro s pec t wi l l d ec i de th e

e ff e c
i deas f or b u yi n g far o u twei gh an y i deas h e h as h ad

i n opp osi ti on to maki n g t h e p urch as e .
Wh en th e pro s pec t s ees th e s c al es ti p o n th e

”
Yes s i d e h i s affirmati ve d eci s io n i s mad e
,
Th at .
i s t h e famo u s p s ychol o gi cal mo men t T h e ch an ge .
i n t h e pro s p ec t i s n o mor e marvel o us th an o n e

wo ul d exp ec t to r es ul t wh en a p ers o n who i s wat ch
i n g a p air Of b al an ces p erc ei ves th at o n e s i de sags
h eavi l y an d til ts th e oth er far up at th e oth er en d
of th e b al an ce bar D eci si on i s a proces s of men tal
.
eyesi gh t, th a t i s P ercep ti on of con tras ts comp els

al l .
D eci si on S ee i n g l i ken ess es h as n o s u c h eff ec t

. If .
y o u n o w c o m p r e h e n d c l earl y h e diffe ren c e be

t
twee n t h e pro cess o f S ecuri n g D eci s io n an d t h e
earl i er p ro c ess es of goo d s al es mans hi p , yo u re al iz e
’
”
wh y so man y s al es men
“
fall d own at th e cl os in g
t
s age .
T hey do n ot e mp l oy the correctp roces s of S ec ur

i n g D e ci s io n at all . Th ey j us t rei terate wh at th ey
h ave s ai d to aro us e i n t er es t an d des ire I n s t ead Of .
s tren gth en i n g th ei r c as es , th ey w e ake n th e m ; f o r
t h e p ro s p ec t b egi ns to f eel bore d by t h e r ep e titio n .
H e s t arts to l o s e i n teres t an d h i s d es i re s l u mps .
As a c o n s e qu en c e th e s al es man fail s i n h i s fi n al
eff ort .
I t i s very i mp orta n t th at th e sal es man d o h i s

work confidentl y at th e weighi n g s tage of th e s al e .
If yo u wen t to a gro cery s to re an d a cl erk wei gh ed

s u gar fo r yo u i n an un c e rtai n man n er as if h e ,
di d no t fee l
r o f hi ms el f as a weighman
su e
'
yo u wo u ld no t be i n cl i n ed to t ake hi s w eight C o n .
fi d en c e i n o n e s o wn s el f en gen d ers c o n fi den ce O f

’
an oth er pers o n pro vi d ed th at o n e s s el f co n fi den ce

’
-
,
i s well fo u n ded .
Wh y s houl d th e s al esman l ack faith i n h i s o w n

work at th e cl o s i n g s tage of a s al e If h e kn ows
,
?
h e h as d o n e th e ri ght thi n gs thro u gho u t t h e var

ious pro ces s es o f hi s eff o rt precedi n g th e cl o s e h e ,
s ho u ld u n dertake t h e fi n al w ei ghi n g Of th e e i den c e

v
i n a tho ro u ghl y c o n fiden t s tat e o f mi nd an d h e art .
Yo u h ave b ee n i mpress ed with t h e n eces s ity f o r

cou rage i n s al es man s hi p an d h ave b ee n s hown th at
c o u rage c an be ac qu i red an d devel o p e d by an y o n e .
Ju s t h ere w e refer agai n to th e qu al ity of co u rage

i n o rder th at i ts p art i n t h e cl o s e may n o t be fo r
gotten I t shou l d be the tru e cou rage of en ti re con
.
fidence There i s ab s o l u tel y no reaso n w h y th e

.
s al es man s ho u l dn t be c o n fi den t of ge tti n g th e o rd

’
er if h i s wo rk at every previo u s s tep O f t h e sal e h as
b een d o n e i n tel l igen tl y an d with real s ki ll Th ere .
fore wh en yo u c ome to th e weighin g s tage an d

wo rk to Se cure D ecis io n have f ai th i n you rs el f as a
,
weigh man an d s how th e pro s pec t by yo ur con fid en t

attitu d e t hat you are s u re of you rself an d of th e re
s u lt o
f the con tras ts you are maki n g bef ore hi s men tal
vi s i on Thu s yo u
. wi ll p reven t h i m fro m do u btin g
yo u r wei ghts an d h e won t be ab l e to avoi d a D e
’
,
c i s i o n as to whi c h w ay t h e s cal e ti ps .
S ki ll i n w ei ghi n g i s very i mp or tan t Of c o u rs e , .
275
Go o d sal es man s hi p
re quires for i ns tan ce th at yo u
, ,
treat i deas agai ns t bu yi n g with li ght to n es an d with

ges tures s u gges ti n g l i ghtn ess C on versel y of .
,
c o u rs e yo u s ho u d emp l o y yo ur voi ce an d mo ve
, l
men ts to c onvey i deas of w ei ght an d p ow er wh en
yo u re fer to poi n ts i n f avor o f pur ch as in g .
Yo u are n o t deal i n g i n materi al s bu t with i deas .
Yo u weigh i mages i ns tead of goo ds . Yo u work to

ge t a c ro ss t o t h e p ro s p e c t men ta l a nd e m o ti ona l i m
pr es si o ns of w e i g ht,n o t tho u ght s of ac tu a l w e i g hts
or feel i ngs of ac tual wei ghts S O a part o f th e .
art i n S ecuri n g D ec i s io n c o ns i s ts i n maki ng the
i mages f or bu yi n g ap p ear as heavy as p ossi ble by

empl o yi n g two devi ces of s ki l l fu l sal es mans hi p th at
make favorab l e i deas s how to th e maxi mum advan

tage o n th e scal es It i s en tir el y ethi cal to us e
.
th es e d evi ces fo r i n so doin g yo u s i mpl y c o n form

,
to l aws of h uman n atur e Of co urs e yo u empl o y

.
,
t h e s ame d evi ces to s how by c o n tras t th at th e

i mages agai ns t buyi ng s eem very li ght .
It 1shu man n ature to as s oci ate th e i dea of bal

an ce an d s tabi lity with t h e i dea of w ei ght T he .
pyrami ds o f E gyp t i mpres s us as ve ry h eavy ;

b ecaus e th ey res t o n a bro ad fi rm fo un dati o n an d
,
evi den tl y are i n n o dan ger o f f al l i n g Bu t i magi n e .
th e pyramids s tan di ng u p s i de down Th eir ac tua l .
wei ght wo ul d be th e s ame yet th ey wo uld seem

,
mu c h lighter fo r th e reaso n th at th ey wo ul d be
o u t Of b al an ce an d uns tab l e Use thi s l aw of h uman
.
276
of h u man n ature We are all accus to med to ass o

.
ci at e i deas Of w ei ght with i d eas Of n u mb e rs T wo .
arti cl es e ach w ei ghi n g a p o u n d s ee m to u s h eavi e r
th an o ne arti cl e o f t h e sa me materi al s whi ch ,
wei gh s two p o un ds P eo pl e who h ave b een us ed to

.
b u yi ng p otato es by th e p ec k l ook at a b u s h el of
p ota to es with s us pi cio n wh en th e y are as ked to p ay
fo ur ti mes t h e pri ce of a p eck Th ey h ardl y c an .
b el i eve th ei r eyes wh en th ey are s ho w n th at th e

b u sh el b as ket wi l l fil l fo u r p eck meas ur es .
T h e goo d s al es man re al iz es thi s h uman n atu re

trait an d u s es it to make th e i mages f or b u yi n g
app ear h e avi er th an t h e i mages agai ns t bu yi n g
'
H e s hows th e p ro s pe c t th at th ere are man y more

” ”
Yes i de as th an th ere are No i deas If th e
“ “
.
n u mbers w ere equ a l t h e pr o s p ec t might de ci de th a t

,
t h e wei ght w as th e s ame o n th e two s i d es Bu t .
wh e n h e p ercei ves a l arger n u mber of i deas o n th e

affirm ati ve e n d of t h e s c al es th an h e s e es o n t h e
”
n e ga ti v e s i d e h e d e ci des th at t h e Yes en d i s t h e
“
h eavi er . He can n o t hel p thi n ki n g a nd f eeli ng that

way .
T he s al es man
of c o urs e can n ot decreas e t h e
, ,
actu a l n u mb er of t h e p ro s pec t s Obj ectio ns an d

’
i ncreas e th e n u mb er of hi s Own p oi n ts i n favor

of b u yi n g S o hi s s ki l l i n s al es man s hi p c o n s i s ts i n
.
co mbi n i n g as man y Obj e c tio ns as p o ss ib l e to make
th em ap p ear as bu t o n e obj ectio n In l i ke man n er .
h e works to s how h i s b es t p oi n ts i n mo re th an o n e
l i ght s o th at they wi l l app ear mu lti p l i ed i n n umber
, .
278
Whi l e th e man i s empl o yi n g th es e two de

s al es
vi ces Of th e s ki l l ed wei gh man h e d o es n o t n egl e c t

,
th e i mp o rt an t el eme n t of keep i n g the p rosp ect s

’
desi re f o r the goods s ti mu l ated In ad ditio n t o

.
u s i n g t h e s ci e n tifi c arr an ge men t Of t h e i mage s o n
t h e two s i de s of th e s c al e an d e mpl o yi n g th e m eth

,
o d s of c o mbi n atio n an d mu l ti pl i c atio n to d ecr ease
an d i n cr eas e th e res p e c ti ve n u mb ers Of t h e c o n
tras t i n g i d eas t h e s al es man al s o do es th e d o u b l e

,
j o b of arti s ti c p ai n ti n g of th e two s ets of i mages .
N ot res ti n g hi s case o n the co n tras t i n wei ghts

a l o n e, he en deavors to s how th e i deas agai n s t bu yi n g
i n u n attracti ve col ors an d the i deas i n f avor of bu yi n g
i n bri lli an t hu es Wh en t h e pro s pect p ercei ves
.
t h e c o n tras t i n w ei ghts , pl us th e c o n tras t i n othe r

el emen ts of d e s irabi l ity , h e D ec i des t h e mor e
readi l y b ecaus e of t h e d o u b l e c o n tras t th an h e
wo uld if o n l y th e o n e c o n tras t were s hown to h i m .
Thro ughou t ti re wei ghi n g pro c es s th e

th e en
s al es man n ee ds to b e ex tremel y c arefu l to gi ve
t h e i mpress io n o f p erf ect f ai rn ess as t h e w ei gh

mas t er . T h e e ffe c t o f hi s work wi l l be whol l y
o r p ar tl y s p oi l ed if h e d o es an ythi n g th at t h e p ro s
p ect d e ci des i s n o t fair .
M any s al esmen f ai l as cl os ers though they go

throu gh th e wei ghi n g p ro ces s becau s e th ey o mi t to
”
h s ca l es a ll th at bel o n gs on th e No
“
p u t on t e
s i de, an d a tte mp t to wei gh i n on the afii rma

ti ve balance,
’
i deas that the p ros p ect f eel s don t
bel on g there . N O di s ho n es t wei gh man can s e cu e r
279
th e c o n fide n c e of a pe rs o n w h o i s watc hi n g h i m
cl o s el y. P l ay s qu ar e with th e c o n tras ts y o u p u t
i n t h e s c al es o r t h e pro s p ec t wo n t ac c ep t y o u r
’
,
weights Fr o m s u s pi cio n h e wi ll pass qu i ckl y to

.
a d e ci s io n a g ai n s t b u yi n g ; b e ca u s e h e f eel s h e
can n ot tru s t h i s o w n men t al e ye s with re gar d to
t h e w eights h e h as s e en .
B efo re w e l eave thi s s u bj ec t o f D ec i s io n w e ,
s ho u ld r e fer to t h e D ec i s io n s th at d i sa pp oi n t t h e
”
s al es man .Yo u c an n ot w i n a Yes every ti me ,
however well yo u wo rk Yo u d o n o t exp ec t th at

.
,
an d wo u ld b e foo l i s h if y o u d i d Yo u wi l l be thor
.
o u gh l y e ffi c i en t i n thi s firs t s t ep O f t h e cl o s i n g

s ta ge i f you p u t th e p ros p ect thro u gh th e p roces s of
D eci s i on i n the correct way wh e th er h e t u rns yo u ,
d own o r b u ys at th e en d T h e mos t exp ert s a les

.
”
man j us t redu ces the N o s to the mi n i mu m Yo u
“ ’
.
ar e to b l a me o nl y if y o u d o n o t go th r o u gh t h e
we ighi n g p ro c ess s ki ll ful l y with t h e pro s pect .
A n d t h e s al es man who d o e s n o w eighi n g Of c o n

t ras ts at all wh e n att e mp ti n g to cl o s e i s who l l y
to b l ame fo r h i s fai l ures .
T h e s ec uri n g o f th e D ec i s io n i s o n l y p art of t h e
p ro c ess of cl o s i n g a s al e Th ere are two more
.
s t e p s of s al es man s hi p to s tu d y b e fo re o u r p r es e n t
c o u rs e s h all be c o mp l e ted In thi s ch ap ter w e ar e

.
to c o ns i der bu t o n e Of th es e el emen ts Obtai ni n g ,
t h e S i gn atur e ; th at i s g e tti n g t h e p ro s p ec t to
,
p lace hi s o rder aft er h e de ci des to bu y T h e l as t .
s te p of t h e sal e t h e Ge t aw a y a n d Le ad t o Fu tur e
,
-
2 80
Bu t thi s n ec ess it y be avoi d ed if t h e

ca n us u al l y
s al es man make s s ur e as h e p ro c e ed s with h i s wo rk
Of c o n tras ti n g, th a t th e p ro s p ect i s fol l owi n g hi m

both men tall y an d emoti vel y I t i s ess en ti al to .
k eep th e p ro s p e c t fro m w an d eri n g off t h e mai n

track a t th e cl o s e, j us t as it i s i mp ort an t to hol d
h i m i n l i n e at oth er s t ages of th e s al e .
I t i s n o t s tran ge th at s ome s al es men are u n abl e

to r ec ogn iz e th e ps ychol ogi cal momen t of deci s io n ;
fo r th e y d o n t wo rk to ge t to s u ch a p oi n t of cl i max
’
an d th e n s to p th ere Th ey do n o t bri n g th e pro s

.
p ec t to a rea l D eci s i on p oi n t at al l o r el s e th ey ge t
,
hi m th ere bu t keep o n goi n g an d tak e h i m p as t

D eci s i o n witho u t gi vi n g h i m a ch an c e t o exp ress h i s
,
D eci s io n .
Wh en D one Th e p ro sp ect deci des j us t as s o on as he i s f u ll y

co n vi n ced th a t on e si de of th e s ca l es w ei ghs mu ch
heavi er t han th e o ther T h e s al es man , of c o u rs e ,
.
wan ts h i m to de ci de i n favor of b u yi n g Th ere .
fore h e avoi ds th e pro mptin g of an y mus cu l ar

a c tio n of n ega t i o n , bu t fro m ti me to ti me t es ts t h e
pro s p ec t to d et ermi n e wh eth er h e h as arri ved ye t

at t h e p oi n t of afi rmati on If th e pro s pect d o es
.
n o t man if es t h i s r eadi n ess to d ec i de , t h e s al es man
kn ows h e i s n o t yet c o n vi n c ed ; th erefore th e sal es

man go es Ou weighi n g u n ti l h e h as p u t i n to th e
s cal es al l th e p oi n ts f o r b u yi n g an d h as mad e th em
app ear as w eight y a n d attrac ti ve as p o ss ib l e , i n
c o n tras t with t h e l i ght w ei ght , u n des i rab l e p oi n ts

-
agai ns t b u yi n g .Wh en thi s wei ghi n g proc ess i s

282
co mp leted if it i s n ec ess ary to go th ro u gh with all

,
o f it t h e s ki l l fu l s al es man pro mp ts t h e ac tio n Of

,
”
th e S i gn atu re or th e Yes an d c o n fi den tl y gi ves
“
th e p ro s p ec t o pp ort un ity to p ron o u n c e h i s d ec i s io n

on e way o r the o ther .
S ho u ld t h e pro s p e c t s how by h i s r es p o n s e th at
h e h as n o t go n e th ro u gh th e w ei ghi n g p ro ces s tho r
oughl y, t h e s al es man s hou ld rep eat as mu ch as
s ee ms n ec es s ary an d th en w ait ag ai n for t h e d e c i
”
si o n If it i s No an d th e s al es man real iz es th at
“
.
t h e de ci s io n i s t h e r es u l t of r e al w ei ghi n g o f t h e
c o n tras ti n g i de as , whi c h h ave b ee n fu l l y an d w el l
s hown by t h e s al es man , u s u all y furth er e ffort to
cl o s e th at s al e affirmati vel y wo u l d b e u s el es s .
~ W hen t o Stop
M ake your own p sychol ogi cal momen ts all
W ei ghin g
thro u gh t h e cl o s i n g s tage as man y o f th em as , yo u
can , to advan tage Th en yo u wi l l kn ow j us t wh en

.
th ey are c o mi n g Wat ch for th e s i gn of readi

.
”
n es s to s ay Yes If y o u p erc ei ve th e i n di catio n
“
.
Of an affi rmati ve dec is io n earl y in y o ur work as

th e weigh mas ter pro mp t th e ac tio n o f pl acin g th e
,
order right th en an d th ere In oth er words qu i t .

,
wei ghi n g as s o on as you have the p rosp ect con
vi nced T es t h i m frequ en tl y with sugges tio ns o r

.
su gges tive qu es tio n s s o th at yo u c an as c ert ai n how

,
far he h as gon e i n th e w eighi n g pro cess .
Now that we un ders tan d what th e psychol ogical

momen t i s an d wh en it o ccu rs w e nee d to con s i der ,
n ext what the s al es man s hou ld do a t the psychol ogi cal
momen t of deci si on , to promp t the prosp ect to the
283
acti on f
o gi vi n g th e order . W e wil l me th a t
as s u
t h e pro s pec t i s r h arged with des ire for th e

s o su c
goo ds an d so full y con vin ced of th e grea ter w eight

,
of th e i deas i n favor of bu yin g th at h e i s r eady to

,
take th e n ec essary action o f orderin g .
T h e fun c tio n Of th e s al es man at this p oi n t i s to

facil ita te th e acti on o f th e pro sp ect s mu s cl es whi ch
’
are c o n cern ed i n p ro n o u n cin g t h e dec is io n If th e .
order i s to be given oral l y th e sal es man works to

,
p ro mp t th e s ayi n g o f th e a ffi rma ti ve .
Wh en an y ons ciou s movemen t o f a muscl e

c
takes pl ace th e brai n cen ter that c o n trol s th e

,
ac ti vity o f th at mus cl e di s ch arges a m o vemen t
impul s e al o n g th e n erv es th at l ead to th e muscl e .
Th en th e mu s cl e moves Thi s bri ef expl an ation

.
in di ca tes th at wh en th e deci s ion p oin t h as b ee n

atta i n ed t h e sal es man who wan ts h i s pro sp ec t to
do t h e act Of b u y i n g mu s t s et off th e di sch arge

impul se i n s o me way .
R ecal l what h as al ready b ee n sai d abou t th e

tes tin g of th e pro spec t to determi n e wh eth er o r
n o t h e i s rea dy to de ci de We ass ume th at th e
.
sal es man h as made thi s tes t an d h as h ad s o me
res p o ns e i n wo rds to n es or mo vemen ts th a t l eads

, ,
h i m to b el i eve t h e pro sp ec t i s s u rch arged with th e

dec is io n i mpul s e Al l th at i s n ec essary n o w i s to
.
”
to u ch Off th e min d an d s o cau se it to expl ode
i n to ac tion o f th e appropri ate mu scl es T h e sal es .
man s houl d h an dl e th e s p ark .
284
mus cu lar acti vi ty . T he weighin g part of th e brai n ,
t h e brain cell s whi ch p erform th e pro cess o f dec i

s io n are n o t th e cel l s whi ch mu s t be ac ti vat ed n o w
,
.
A difi erent s et of brain cel ls n eeds to be s tarted

to work th e motor p art o f th e brain Wh en th ese
,
.
c ell s b egin fu n c tio n i n g i n imita tio n of th e act or
s u gges tio n Of th e sal es man they tend to keep on wi th

,
the acti on commenced an d to fi n i sh i t .
S o th e pro s p ec t w h o i s i n du ced to ri n g up th e
firs t piece o f h i s o wn mon ey o n th e cas h regis ter
i s s tarted o n a c ours e of actio n th at h e can keep
u p o nl y if h e kee p s t h e r egi s t er with whi ch to ri n g
u p mo re o f h i s mo n ey . Th erefore h e i s impel l ed
to make th e purch as e . S imil arl y th e pro s pec t
who s e mi n d h as foll owed th e su gges tio n of th e
s al es man who pu t th e order bl an k o n th e des k an d
te n dere d th e foun tain p en is s tart ed o n th e proces s

,
of s ignin g In order to s ign h i s name to th e order

.
h e wou ld h ave h ad t o reach fo r th e bl ank an d to

p i ck u p th e p en hi ms el f . T h e sal es man h as do n e
th es e thi n gs fo r h i m ; s o it i s n atural for th e pro s
p ee t to c on tinu e th e actio n c o mmen ced i n h i s min d
whi ch h as b een fol l owi n g th e su gges tio ns o f ac tion .
T h e pro s p ec t i s made to thi n k Of s ign i n g wh ereas ,
h e woul d n o t h ave thou ght of s u ch acti o n if th e

sa l es man s ac tio n h ad n o t s e t Off t h e impu l s e It is
’
.
na tural fo r o n e to a cc ep t wh a t i s t en der e d H en c e
.
th e pro sp ec t takes th e p ro ff ere d p en Th at i s

.
an oth er s t ep towar d s i gn i n g an d t h e res t of th e

,
pro cess i s fac il it ate d o n ce it i s s tart ed by th e s ug

ges tion .
2 86
There i s n o s tage o f th e s el l in g pro ces s that

offers th e sal es man a b ette r tes t Of h i s tru e art
‘
th an th e S ign atu re s tep Un ski ll fu l work h ere i s

.
ap t to s p oi l t h e eff ec t Of every thin g th at h as b ee n
do n e previo usl y E xpl o s ives al ways are ti ckl i s h

.
thi ngs to h an dl e an d expl o ding a men tal i mpul s e

,
t o mu s cul ar ac tion i s n o exc eptio n to th e ru l e .
A bove a ll the s al esman be caref u l n ot to

s hou ld
con vey to the p rosp ect th e i dea th at dyn ami te i s
bei n g handl ed Yet w e all kn ow th at man y sal es

.
men ten der th e ir o rder bl an ks i n s u ch a ti mi d man

n er t h at th ey s how t h e p ro s p e c t th ey are afrai d
o f t h e cl o s e S mal l wo n der , th en , th at t h e pro s

'
p ec t s hi es from th e dan ger !

S u gges tive tion
by th e sal es man at th e S ign a
ac
ture s tage i s gen eral l y empl oyed , especial l y i n co n

n ec ti o n with t h e profferi n g of t h e o rder b l an k an d
th e fo un tain p en Al s o th e p racti ce of sugges ti n g

.
”
th e o ral Yes i s c o mmo n , as w e al l kn ow
“
Bu t
.
th e us e o f i mi tati ve ac ti on i s n o t s o fre qu en t , an d
des erves more Of o ur c on s i de ratio n fo r th at reas o n .
T h e o rder bl an k may be u s e d mo s t effec tivel y

i n th e pro ces s o f promp ti n g i m ita tive actio n by
th e pro sp ec t I n s tea d O f h avi n g th e bl an k all fill ed
.
o u t an d ready t o s ign b efore it i s l aid b efore th e

p r os p ec t it i s a dvi sab l e t o h ave s o me mi n or d e tai l s
—
,
u n fi ni sh ed th e date l in e n eed in g t o be fil l e d i n ,
fo r in s tan ce . T h e s al es man l ays th e bl an k b efo re

th e pro s p ec t bu t hims el f writes th e date o n i ts l i n e ;
,
then h e ten ders th e p en to th e prospec t .
287
This may s ee m l i ke a very i ns ign ifican t matter ,
but it i s tremen do us l y s i gn ifi can t T h e pro sp ec t

.
thi nks wh en th e paper i s pu t b efo re h im tha t he

i s to write T h e moto r c en ter o f h is brain i s ac ti
.
vated bu t h e h as n o t b egun to write

,
M ayb e h e
.
woul d h es itate abou t th e ac tual writin g T h e .
s a l es man how eve r n o w wri t es

, ,
H e d o es wh at th e
.
p ros p ect h as e xp ecte d to be ca l l ed o n to do .
T h e dec i s io n to wri te h as b een made by th e s al es

man at th e momen t th e pro sp ec t an ti cipa ted h av
i n g to make it S o thi s s tag e i s p ass ed rea dil y by
.
th e min d o f th e p ro s p ec t who i s foll owi n g th e sal es

man s ac ts T h e o n l y deci s io n th e pro sp ec t h as to
’
.
make i s to con ti nu e th e proc ess o f writi n g Th at .
i s c omp arativel y e as y an d th e motor c en t er o f h i s

,
brain expl o des th e i mpu l s e to s ign his name ; th ere

i s n t mu ch o f an exp l o s ion bu t merel y a mil d puff
’
, .
T h e i l l us tra tion t akes us i n to t h e real ms o f

p ychol o gy wh ere man y ph en o men a u s eful to th e
s ,
sal es man can be s tu di ed P s ycho lo gy i s si mp le

. .
Do n o t be scar ed away fro m it by th e n ame Your .
o wn mi n d i s an ex c ell en t p s ycho l ogi cal l abora to ry .
S t udy an d an al yz e wh a t go es o n th ere Yo u wil l

.
l earn a l o t of val u abl e thin gs abou t th e w ays

oth er men thin k an d regar din g th eir i mpul s es
, .
Th ere i s a third w ay that th e exp l o s ion can be

c aus e d by an i n d ir ec t me tho d
, S o me times it wi ll
.
s ee m i n ad visab l e to us e th e imita ti ve ac tio n o r th e

-
ac t io n s u gges tio n me tho d with th e i dea Of p ro mp t

-
i ng th e di rect actio n yo u w an t th e pro sp ec t to per
288
T h e Sellin g Proc ess
t h e p ro c esse s Of D e c i s io n a n d S ig n atu re i n vo l ve
t h e d oin g of thi n gs th at h ave n o t b ee n p e rfo rme d
p re viou s l y i n th e s al e . Yo u ca nn o t cl o s e o rders by
go i n g o n do i n g th e sa me t hi n gs you ha ve don e i n th e
cou rs e o f you r p r es en ta t i on an d wh en w o rki n g to
co n vi nce th e p ros p ec t . Yo u mu s t emp l oy t h e con
t ras t o f i mages t o s ecu re th e D eci s io n In order to .
Obta i n t h e S ign atu re it i s n e c es s ary th at y o u cal l

i n to pl ay a differen t p art o f t h e mi n d th an w as
e mpl o y e d i n d e c i di n g .
Fi n al l y rememb er th e ab s ol u te n ece ss ity fo r

,
feel i n g c o n fi den c e i n y o u rs el f an d i n y o u r me tho ds

if yo u wou l d e n g en d er i n t h e pro s p ec t th e n eed e d
d egre e Of c o n fi de n c e i n y o u B an i s h f r o m y o u r
.
h ea rt t h e fe ars o f t h e cl o s i n g s tage th a t may h ave

h an di capp e d y o u p reviou sl y W e h ave an al yz e d
.
t h e s t ep s O f D ec i s io n an d S ign atu re an d h ave as

s u red o u rs el v es th a t th e re i s n othi n g d an ger o u s
abo u t e ith e r .
At th e cl o s i n g s tage th e sa l e s man b en e fits

by t h e c u mu l atio n o f h i s e arl i er goo d wo rk He .
i s a t h i s s t ron ges t t h en an d has the l eas t to f ear .
T h e s ki ll fu l s al es man as ks n o m o re th an a co m
p l eted o pp o rtu n i t y to su cceed I f y o u re ach th e
.
cl o s i n g s ta ge s u cce s s fu l l y an d th en e mp l o y t h e
,
right p ro c e ss e s it i s n earl y i mp o ss ib l e to f ai l i n
,
S ecu ri n g D eci s io n an d Obta i n i n g S ign at ure .

CHA P T E R ! II
T H E G ET - AWAY AN D L EAD T O F UT U RE
OR DER S
”
T h e S e co n d o f the C lo s in g S t e ps o f the
F we wer e s tu dy i n g s al e m an s hip th ere wo ul d

-
,
be n o n e e d f o r thi s ch apt er Bu t w e w an t to be .
s al es me n n o t j u s t on e s al e me n ; s o t o u s th e rea l
-
,
-
cli max Of e a c h s ep ara t e s al e i s t h e L ead to F utu re
Or ders whi ch it gi ves A n d w e ge t th at l e a d i n

.
o ur Ge t Aw ay -
H en c e t h e s tep O f t h e s ell i n g pro
.
ce s s whi c h w e are n o w c o ns i deri n g i s by f a r th e
mos t i mp ortan t i n a l l s a l es man shi p In o ur pre

.
vio n s c h ap t ers w e h ave s tu di e d th e ar t O f ge tti n g

a n o rder fro m a pr o s p ec t N o w w e ar e to l earn
.
h o w hi s bu s i n es s s ho u l d b e s ecu re d .
Yo u are famil i ar with t h e c o mmo n prac ti ces O f

re t ai l cl erk s S O y o u d o u btl e s s h ave n oti c e d how
.
th e s e s al es p e op l e l o s e i n t eres t i n th e p ers o n wa ite d

-
o n as s oo n as t h e p u rc h as e i s c o mp l e t e d o r e v e n ,
more n oti ceab l y wh en t h e p ro sp e c t fi n all y re fu s e s

to bu y T h e o rdi n ary cl erk gr ee ts y o u with a n
.
e xp res s io n o f i n t ere s t wh e n y o u ap p r o ac h hi s c o u n
t e r bu t aft er y o u mak e t h e p u rc h as e y o u of t en ar e
, ,
h an ded y ou r c h an ge an d y ou r p ack ag e i n su ch a
2 91
fin al mann er th at yo u feel c o mpl etel y cu t off

fro m th at s al es p ers o n s i n teres t an d th e res t of
-
’
t h e merch an di s e i n t h e s to re If y o u don t bu y ’
.
,
y o u are s hown v ery pl ai n l y th at y o u h en c eforth

are n othi n g i n hi s or h e r y o u n g l ife .
Wh en y o u as a b u yer are treat e d with th at

, ,
ki n d of a Ge t Aw ay yo u tak e o u t o f th e s tore a
-
d is agreeab l e l as t i mp res s i on d o n t y o u ? Th en y o u
’
,
c an r eal iz e j u s t wh a t e ff ec t it h as o n o n e Of yo u r
p ro s p ec ts i f y o u m a k e a o n e s al e G e t Aw ay
-
i n -
whi c h y o u l eave b ehi n d y o u n o Lead to Fu tur e

O rders A s al e s o en de d i s n o t prop erl y cl o s e d
. .
An d if th e s al e was n t made y o u h ave cl o s e d n o t

’
,
o nl y y ou r u nsu cces s fu l e ff ort to get an or der bu t ,
th e d oo r Of o pp ort u n ity to make a c o me b ac k -

.
Gen eral l y a s al es man t akes gre at p ai n s to gi ve

a goo d fi rs t i mp res s io n to a p ro sp ec t H e dres s e s .
c ar e fu ll y , p l an s to b e ar hi m sel f i n a man n e r th a t
wil l w i n r esp ec t, an d e n deavors to e xpres s i n h is

words , to n es an d ac ts th e qu al iti es Of a g en tl eman .
Bu t very Ofte n af ter th e p rosp ect s deci s i on h as been

’
gi ven , th e s al e s man r el axe s fro m wh at e vi den tl y

w as a p o s e . If h e gets an or der, h e l aps es i n to
a s ort of free an d eas y b eari n g tow ard t h e p ro s p ec t
- -
whi c h s eems i ns in cere fri en dl in ess b ecau s e of

i ts c o n tras t with th e s al e s man s e arl i er man n er
’
.
If h e i s tu rn e d down , h e s hows th at h e d o es n t ’
car e an y l o n ge r abou t t h e i mp r ess io n h e make s
o n t h e p e rs o n who h a s r e fu s e d to bu y .
292
T h e Sellin g Pro ces s
j u dge d in imil ar w ay N O matter how goo d

a s .
may b e y ou r fir s t i mp re s s ion s of a man if y o u ,
rec e iv e a n u n fav orab l e l as t i mpre ss io n o f hi m ,
y o u r eca ll h i m u n pl e asan tl y wh e n eve r yo u thi n k

of h i m .
We a ll re al iz e th es e thi n gs are tru e ,

bu t a great
ma n y s a l es men p ay n o atten ti o n to l as t i mpr es
s i ons a n d s o n egl ect go l den o p p o rt u n i t i es f o r f u tu re
s ell i n g. Thi nk o f t h e p rogre s s a c o mpl e t ed s al e

repres en ts wh e th er an or der i s re ceived o r n o t
, .
T h e s al e s m an h as s u cc eed e d i n g e tti n g i n s i de t h e
h ear t a n d t h e mi n d Of th e oth er man H e s houl d .
s t ay th ere ; s o th a t h e wi ll n o t h ave to forc e o r
re q u es t a dmi ss io n wh e n h e c o me s agai n bu t wi ll ,
fi n d t h e d oor Op e n I t i s very p o or s al es mans hi p if

.
th e s al es man ha s to s t art each s u bs equ en t s el l i n g

pr o cess f ro m the begi n n i n g a n d go thro ugh i t al l
wi th a pros p ect T h e Ge t Aw ay s ho u l d p res e rve

.
-
all
th e s al e s gai n s i n order th at h e may co m

man
’
s
me n c e agai n w el l al o n g t h e r oad to h i s n e xt go al
i ns tea d Of b ack wh er e h e firs t s tarted .
T h e p ri n c ip al des ir e d re s u l t of t h e i
s ell n g r
p o
c e ss i s t h e confi den ce o f t h e p r o s p ec t . F e w me n
gi ve th e ir c o mp l e te c o n fi de n c e qu i ckl y Th ere .
fore th e sal es man c an wi n bu t t h e p arti al c o n fi

den c e of hi s p ro s pec t i n th e ir i n iti al i n t e rvi e w .
H e can o n l y e s t abl i s h a c o rdi al ac qu ai n ta n c e an d

t h e fo u n da tio n s Of fri e n ds h l p i n t h e p r o sp ec t s
’
fri e n dl y feel i n g tow ar d h i m In l ater mee ti ngs

.
2 94
he s hou l d kee p on b u i l di n g the s tru cture of c o nfi

de nc e .
It s hou l d n o t be n eces s ary fo r h i m to l ay a n e w

fou n datio n every ti me h e call s o n th e pro sp e c t .
I f h e makes th e right Get Away a t t h e cl o s e o f -
e ac h s el l i n g e ffo rt h e wi l l fi n d n o n e o f h i s b u i l di n g
,
torn down wh e n h e re tu rns to it P erh aps h e wil l .
n ee d to cl ear aw ay s o m e s an d a n d ru bbi s h O f
forge tful n es s fro m t h e p ro sp ec t s i mp res s io n o f h i m ’

.
Bu t wh en th a t h as b ee n d o n e t h e s al es m an c an ,
p r o c ee d with t h e c o ns tru c tio n of f r i e n ds hi p f r o m ,
t h e pl ac e wh ere h e l eft o ff .
R eal fri e n ds hip i n v ol ve s t h e i dea of man equ ali ty -

.
H en ce i n or der t o b u il d fri en dl y c o n fi den ce withi n

t h e oth e r man p e rman e n tl y t h e s al e s man n ee ds t o,
make a l as t i mp res s io n o f h i s m an e qu al ity at t h e -
ti me o f h i s Ge t Away A gre at many s al e s me n

-
.
h ave fa il e d to re al iz e th e i mp ortan c e Of thi s Th ey .
make t h e Ge t Away th at i n di ca te s a fe el i n g o f
-
i n feriority o r a feel in g o f s u p eriority t o t h e p ro s

p eo t . E ith er w ay th ey fa i l t o es t ab l i s h t h e b egi n
,
n i n g of a n e w r e al f ri en ds hi p
, .
Le t u s s u pp o s e t h e c as es Of fo u r Ge t Aw ays -
i n as man y d iff er e n t c i rc u ms tan c es an d b ri e fly ,
an al y z e t h e e ff ec ts th at wo u l d b e p r o du c e d i n e a c h
i n s tance .
Firs t t h e Get Away o f a s al es man w h o s hows

,
-
a n attitu d e o f su p eri o ri t y to t h e p r o s p e c t who h as
tu rned hi m do wn L eave a cl othi n g s tore wh ere

.
y o u h ave b ee n l oo k i n g at var io u s s u its o r o ver
295
c o ats ,
h ave n o t bou ght an d th e attitu de of th e
bu t ,
c l e rk who h as f a i l e d to s el l yo u i s q u it e ap t to
i ll u s trate this typ e of wro n g Ge t Away fro m a -
p r o s p e c t T h
. e c l e r k v e ry l i ke l y aff ec ts to l oo k
d ow n o n y o u fro m th e h e ights of h i s ass u me d
s u p erio rity H e makes a l as t i mpr es s io n o f s c orn
.
o r of mer e to l eran c e Yo u h ave n o feel i n g Of

.
fri en dl i n es s f o r h i m ; thou gh whil e h e w as hopi n g

to s ell yo u h e ma y h ave i mpres s ed y o u w ell T h e .
l as t i mpr ess io n m ade w as bad .
If after th e cl o s e O f th e s el l i n g effort th at sal es

, ,
man h ad made th e Get Away of man equ ali ty with

- -
y o u how di ff e ren t wo ul d h ave b ee n t h e e ffec t !

,
Yo u woul d h ave l eft hi m with th e feel in g of re

s p e c t o n e al w ay s e n t ertai n s for th e goo d l o se r .
Yo u woul d h ave kep t a l as t i mp res s io n of l iki n g

for th at s al es man wh eth er yo u l iked anythi n g
,
abo u t h i s goo ds o r n o t .
S ec on d c o ns i der t h e Ge t Away i n a cas e wh ere

,
-
t h e s al es man s hows by h i s attitu de at th e Get

Away p oin t after an u nsu ccessfu l atte mp t to s el l ,
th at h e feel s hims elf th e i nf eri or of th e oth er

man . T h e cl othi n g s al es man for i n s tan c e s hows
, ,
th at h e h as b ee n b e aten an d r eal izes t h e p ro spec t

h as p rove d hi mse l f t h e b e tter man Yo u are .
famil i ar with th e typ e Of cl erk th at ill u s trates

this s ort o f wron g Get Away C l earl y i n su ch
-
.
a case n o fo u n da tion o f l i ki n g f o r th e sal esman
w as l ai d T h e es s en ti al imp ress io n Of man e qu al ity

.
-
w as n o t made i n th e Get Aw ay of th e u n s ucces s ful

-
c l er k .
296
p al a v ers o ver a buyer at th e Ge t Away s tage ill us -
tra tes this type of po o r s al esman s hi p .
Fla tter y if admini s tered artis ti call y an d i n smal l

,
d os es may h el p t h e sa l esman bef ore the clos e o f t h e

,
sa l e bu t it n ever s houl d be empl oyed i n th e Get

,
Away I f it i s us ed th en it d oes n o t engen der tr ue

.
frien dl in es s i n t h e bu yer It l ea ves a l as t imp res

.
s io n of t h e b u yer s su pe rio ri ty t o t h e sal es man if

’
t h e sal es man d oes n o t act t h e bu y er s f ull eq ual

’
wh en th ey part after th e order has been given .
In y ou r se l l in g take p ai n s al ways to mak e th e

f ri endl y Ge t Away wh eth er yo u h ave su cc eeded
-
,
i n ge tti n g an o rder o r h ave be en turned d own .
An d remembe r th at the f ri endl y Get A way ca n no t -
be mad e excep t on the 50 50 ma nho od basi s -

Tha t .
ratio Of man e qu al ity i s impos s ib l e o f attain men t

-
by an y arti fici al p rocess Of balan cing Yo u must .
h ave a real cons ci ous n ess of your eq ua l i ty n o 1: o re ,
an d n o l ess with ev e ry man y o u mee t

, Th en yo u .
wil l be u n der n o n ecess ity to make fi n e adj us tmen ts

Of y o u r a ttitu de a t t h e Ge t Away Yo u will s i m
-
.
p y ac t n a tu ral an d ma ke th e l as t imp res s io n tha t

l
yo u are j us t t h e man e qual of th e p ros p ec t
-
Rec .
o gni zi n g thi s at ti t ude of e qual i ty h e wil l rec i pro,
c ate i n gr ea ter or l e s s meas u re acc ordi ng to hi s
c h arac tefi s ti cs H e wil l at l eas t fee l s ome degree

.
of l ikin g fo r yo u T h e n ex t ti me yo u ca l l o n hi m
.
t h e d oo r to hi s fri en ds hi p with y o u will be aj ar

e ven if n o t ac t uall y Op en Your admiss ion to hi s
.
prese n ce an d to hi s c o n fi den ce wh en y o u go to s ee
298
The Sellin g Pro c es s
h im aga n i wi l l
be greatl y facil ita te d by your goo d
Ge t Away
-
H e w il l rec al l h i s l as t favorab l e i m
.
press io n Of y o u , an d r ec o mm en c e y o u r re l a tio n s
with l iki ng fo r yo u .
Bu t p erh ap s yo u h ave b een thin ki n g th at it i s $ 1 ? 6
08
n o t p o ss ib l e to make th e f ri en dl y Ge t -
Away al I I nsu lt
, “ ,
ways Th ere o ccu rs to yo u t h e cas e o f th e man

.
who ins ul ts th e sal esman an d th e cas e o f th e

fel l ow who wi l l no t even give th e sal es man a
h earing How yo u as k ca n a fri en dly Ge t Away
.
, ,
-
be made i n th ese c ircu ms tan ces ?

T h e an swer to th at p erpl e xity w as gi ven n earl y
n i n e teen h u n dr ed years ago by t h e M as ter sal es
man i n H i s s ermon o n t h e mou n t J es u s s ta te d .
th e fu n damen tal p ri n ci pl e of th e right a ttitu de

of th e sal es man toward every oth er man H e .
en joi n ed B l ess th em th at cu rs e yo u do goo d to

“
, ,
th em th at ha te yo u an d pray fo r th em whi ch de
,
”
s p it efu l l y use y o u an d p ers ec u te yo u
, Th at .
makes a pretty c ompreh ens ive l i s t Of th e bad “
”
ac tors y o u en c o un te r am on g p rosp ec ts d o es n t it
’
?
,
T h e sal es man r ec ol l e c t go es to t h e pro s p ec t

, ,
o n a m is s io n O f tru e s ervi c e I t i s n ec es sary th at

.
h e li ke men fo r oth erwi s e h e can n ot s erve an y

,
man p erfec tl y Wh a tever h app ens i n th e c ou rs e

.
o f h i s in terv i ew with a pro s p ec t th e sal es man ,
mus t c on tin u e to l ike men an d h e mus t rememb er

th at h e i s deal in g with th e man hood of th e oth er
fel l ow n o t with merel y th e surface in dica tions o f
,
u n manl i n es s .
299
M ake your Get Away fro m th e man i ns i de th e

-
oth er fell ow n o t fro m th e man ou ts i de Th ere

,
.
may be a rare i n s tan ce wh en yo u c an n ot reach

t h e inn er man ex cep t by kn o cki n g d own th e o u ter
s emb l an c e of a man If to su ppo s e an extreme
.
,
exampl e yo u are ob l i ged t o gi ve a p ro sp ec t a goo d

,
l icki n g at th e Get Away u s e yo uf fi s ts with a

-
,
feel i ng Of fri en dl i n ess fo r th e man i n s i de if yo u ,
have to b eat th e ou tsi de man to a pul p Th ere h ave .
b een cas es wh ere man e qu al ity b etw een sal esman

-
an d pro sp ec t c o u l d n o t b e es tab l is h ed withou t a
fight R es ort to s u ch extreme meas ures is n o t

.
rec o mmen ded bu t s o me real fri en ds hi p s h ave b een

,
fou n ded th a t w ay .
P robabl y yo u n everwil l encoun ter a p ro spec t

o n who m yo u wi l l n eed to us e y ou r fis ts i n mak
i n g a prop er Get Away whi ch wil l l eave a good

-
impress ion of your man hood an d fri en dl y atti

tu de Bu t yo u will mee t insul tin g pro s p ec ts o cca
.
s i o n al l y an d mu s t make y o ur Get Away fro m th em

-
.
D O n o t be s o i nferior i n man hoo d th at an exp eri

e n ce of thi s s o rt wi ll d is turb y o u r e qu an imity .
Regard the i ns u l ti n g prosp ect as an i nteres ti n g

s p eci men of di s torted human n a tu re Anal yz e h i s
.
c o n du c t afte r yo u l eave , an d l ea rn fro m hi s trea t
men t of yo u s o methi n g th at will p rep are yo u fo r

h an dl in g th e n ex t exp eri en ce yo u h ave of s imil ar
d is c o urtes y
.
In th e o l d days of du el i n g n o i n s u l t w as rec og
n i zed with a ch all en ge u nl ess t h e Offen d er was th e
3 00
to o , wh en th e p ro sp ec t refus es to gi ve t h e sal es
man a h earin g e ven i n th e c as e Of th e pro spec t s
’
,
den ial o f an au di en ce as wh en h e s en ds o u t wo rd
,
tha t h e won t s ee th e sal es man

’
.
W hen You R ememb er th at th e p ro sp ec t i s o n l y o n e o f t h e

Are Snubb ed m n f tors i n vol ved You are th e oth er M ain
a ac . .
ta in y our attitu de an d feel ing Of man equ al ity -
an d m an fri e n dl i n ess wh e n s o s n u bb e d ; b ecau s e

-
oth erwi s e yo ur e ffi c i en cy i n cal l i n g o n oth er men

wi l l be imp air ed Leave th e offi ce wh ere yo u have
.
”
b een tu rn ed down c ol d withou t a ch an c e to pre
“
s en t y o u r p ro p o s itio n w i th f u ll s elf resp ect a nd

,
-
self co nfi dence
-
S how an y s u bo rdi n at e yo u h ave
.
me t th at you are n o t ruffl e d o r di s co n c erted by h i s

empl o y er s trea tm e n t o f y o u an d t h e cl erk wi ll ge t
’
,
t h e l as t i mpress io n th a t you are a man o f i mp o r

tan ce b ecau s e h i s bo ss h as b een un abl e to humil
,
i ate yo u T h e cl erk wil l be l ikel y to receive yo u

.
with resp ec t an d fri en dl i n ess th e n ex t ti me yo u cal l ,
if yo u took th e previou s reb uff with a goo d

n atur ed fri en dl y s mi l e as if s u c h thi n gs as tu rn
,
d own s w ere al l i n a l ife time

“ ”
We kn ow th at .
ofte n th e s ubordin ate can h el p t h e s al es man get a

heari ng ; so th e goo d l as t i mpres s ion o n a cl erk
o r th e s ec re tary Of a b u y er i s i mp o rtan t .
Thu s far i n this ch ap ter w e h ave c ons i dered fo r

th e mo s t p art t h e Ge t Aw ay a ft er t h e tum down
- -
.
Now l e t us gi ve o ur a tten tio n to Get Aways i n -
cas es wh ere t h e o rd er h as b ee n s ec ur ed fro m t h e
p ro sp ec t T her e i s no f u nda men ta l difference i n

.
3 02
the process o f the G t A way,

e -
whet her the s a l es e fi ort
has been s u ccess u l f or a f ai lu re i n th e i mmedi ate
s en s e .
T he es s en c e of th e ight
r Get -
Away in an y c i r M ake
cu m s t an c es i s th e maki n g f man to man con tac t
o - -
with th e b u yer s emo ti ve ’

s i de Feelin g
Yo u wan t to e n
.
gen der h i s fri en dl i n ess toward yo u an d fri en dl i ,
n e s s i s a f eeli n g n o t a man if e s t atio n o f th e mi nd

,
.
Wh en yo u s h ake h an ds with t h e man who h as

bo u ght yo u r goo ds yo u w an t to reach h i s h eart
, ,
i n s t ead o f h i s h ea d i n yo u r Ge t Away
,
-
.
D eci s ion as we h ave s een i n o u r p revio u s s tu dy

, ,
i s a men tal pro c ess T h e ac tio n o f p l aci n g t h e

.
b rd er aft er a d ec i s io n i s a pro c es s of mu s cl e mo to r
i zati o n i n whi c h th e e moti ve s i d e o f t h e b u yer d o e s
n o t p arti c i p at e Yo u d o n o t wi s h to t ake y o u r
.
l eave fro m t h e oth er man s mi n d o n l y bu t th at

’
,
i s th e s i d e of hi ms el f h e i s u s i n g wh en h e mak es
t h e pu rch as e H e h as n o e s pe ci al re as o n s to c h an ge
.
o ver to h i s emoti ve s i de wh en h e fin is h es b uyi n g .
Pr ob abl y h e wi ll regar d t h e sa l e as c o mp l ete th en

an d be re ady to dro p it j u s t a s it s tan ds Bu t th at .
wil l n o t s uit you r p u rp o s e fo r yo u wan t to l eave

,
b ehin d yo u more than a men t al i mp res s i on H en ce .
i n y ou r Get Away yo u e mp l oy wo rds o r to n es

-
, ,
o r s o me ac t o f an emo t i ve n atu re to b ri n g yo u an d
t h e p ro sp e c t tog e th er o n th e man to man bas i s of - -
equ al i ty an d f ri en dl i n es s .
P rob ab l y mo s t sal es men regard th e sa l e as co m

l
p ete wh en th e o rder h as b een given . T he ma
3 03
jo ri ty of sa l es w h e
man age rs
n i ns tru c ti n g
, a
sal es man regardin g t h e cl o s e direc t h im to ,
take h is l ea ve very promp tl y after securin g th e

order esp eci all y if th e b uyer i s a bus y man This
,
.
i s goo d c ouns el gen eral l y s p eaki n g ; bu t it i s ap t

,
to give th e sal es man an erron eo u s i dea th at h e

”
s houl d cl ear o u t i n a h urry As a res ul t a goo d .
man y sal es men make Ge t Aways as if th ey exp ec t -
ed to b e th rown o u t o r fear ed l es t th e b u yer might
can c el h i s order if th ey l i n gered a m o men t l o n g er
than abs ol u tel y n ecessary .
S ome tim e s ho ul d al ways be given c o nsc iou sl y

an d with d e fin ite p u rp o se to maki n g th e ri ght ,
Ge t Aw ay By this w e d o n o t mean th at th e sal es

-
.
man s houl d l oiter wh en h e h as t h e order i n h is

p oc ke t H e s ho ul d n o t w as te a sec o n d Bu t o n t h e
. .
oth er han d he shou ld us e all the ti me he can us e to

advan tage i n h i s Ge t Away It i s even p oorer sal es
,
-
.
mans hip to was te a fi n e opp ortu n i ty to s tart the

next s a l e th an it i s to was te valu ab l e ti me a t t h e
cl o s i n g s ta g e .
Un ders tan d j us t wh a t i s mean t by thi s i n j un e

tion Do no t try to go far with th e n ex t sal e
.
wh en maki n g you r Get Away All yo u s ho ul d d o

-
.
i s s ee to it th at th e em oti ve d oor an d th e men tal

d oor of th e b uyer are o p en wi de en o ugh to en ab l e
h i m to get a goo d l as t impr es s io n O f y our du al s el f ;
s o th a t h e wil l r ecall yo u n ex t tim e with res p ec t
an d l i ki n g I t woul d be a mis take of c ou rse after

.
, ,
a b uy er h as go n e th ro u gh o n e pu rch as i n g p ro c ess ,
3 04
T h e Sellin g Pro c es s
50 50
- b as i s , yr
o u n eeo nl y t h e th an ks yo u
d ex p e ss
feel an d th e i mpre ss io n wi ll be j us t right wh en yo u

make yo u r Get Aw ay -
.
Th ere are b u yers who h ave l ei s ure an d who ,
l i ke to be e n t ert ai n e d a bit aft er th e y p l ac e th ei r

o rd ers A man o f thi s s o rt wo u ld be di s agre eab l y
.
i mpress e d by t h e s al es man who takes l e ave i n a

hu rry Bu t h e wi l l r etai n a bad l as t i mpress io n
.
,
too if t h e s al es man s eems i n cl i n ed to l oiter i n b u s i

,
n es s ho u rs S t ay with s u c h a man fo r a f e w mi n
.
u t e s bu t n o t witho u t c au s i n g h i m to ap p rec i at e
,
th at yo u r ti me i s of val u e to yo u If h e w an ts to .
vi s it with yo u at l en gth r egar di n g matt ers n o t
d ire ctl y r el at ed to y o u r b u s i n es s with h i m i t wi l l be ,
wi s e to make an ap p oi n tmen t f o r th e even i n g .
Thu s yo u s how yo u r en ti re r e ci pro city o f h i s d es ire

f o r furth er rel at1 o n s bu t y o u al s o s u gge s t th at y o u
,
ar e t h e s o rt of m an who a tt en d s to h i s b u s i n ess
d u ti es b efore i n d ul gi n g i n pl e as u re s .
R ep eatedl y i n th es e c h ap ters yo u h ave b een

r emi n d ed th at t h e s ell i n g p roc ess mu s t n o t s eem to
be a b a ttl e b e tw een th e p ro s p ec t an d t h e s al es man .
Agai n w e r ecur t o th at p oi n t n o w th at w e are c o n,
s i d e ri n g t h e Ge t Aw ay B e caref u l to s ho w n o
-
.
s i gn s o f th e vi cto r wh en yo u ma ke you r Get- A wa y

t
wi h an order, l es t you gi ve th e bu yer a ba d l as t
i mp ress i on tha t h e h as been def ea t ed H e wo n t

’
.
l i ke yo u if h e feel s th at w ay, an d wi l l n o t wel c o me

yo u r re turn , f o r n ex t ti me h e wi l l be w ary Of
an oth er d e f ea t a t y o u r h an d s I t i s very l i kel y th at
.
3 06
T h e Sellin g Proc es s
t h e bu yer wi ll regard h i s exp eri en c e as aki n to a

b attl e with yo u T ake p ai n s th erefor e to cau s e
.
, ,
hi m to f eel h e h as wo n o u t Le t h i m s ee th at yo u
.
c o n grat u l at e h i m for h i s c o u ra g e i n tel l igen ce

, ,
an d vi s io n .
L e av e a
Yo u wan t t h e l as t i mpres s io n o f yo u t o be di s
ti n ct i n t h e rec o l l ec tio n o f t h e oth er man n o t j u s t a
,
bl u r whi ch h e may c on fu s e with h i s i mpres s io n of

s o me oth er s al es man Yo u pre vio u s l y h ave s o u ght
.
to make t h e pro s p ec t p er c ei ve th at you are a p ar

ti cu la r s al es man with a p arti cu l a r p ro p o s itio n an d ,
n o t mer el y o n e of t h e p ro c e ss io n h e e n c o u n t ers .
Th er efo re it i s very i mp ortan t th at yo u make y o u r

l as t i mpr es s io n o n hi m i n yo u r Get Aw ay s o th at -
y o u wi l l l e av e with h i m a d i fi eren t an d a g reea bl e
memory of you n o matt er how man y oth er s al e s

,
men h e may mee t b efore y o u s e e h i m agai n .
S o meti mes a s al es man c an d o o r s ay s o me i n ge n

io us thi n g to fi x t h e i mpres s io n of h i s p ers on al ity .
”
Bu t t h e tri cks of t h e trad e s eld o m are wo r th
l e arn i n g. R ath er yo u s hou l d m as t er th e pri n ci p l e
”
o f t h e p ro c es s of maki n g t h e d ifferen t Ge t Aw ay
“
-
.
At th e pres en t s tage o f t h e art o f s el l i n g yo u wi ll

be d i ff eren t fro m t h e l arg e maj o rity of s al es men
if yo u j u s t act as t h e b u yer s man e qu al wh en yo u
’
-
l eave hi m T h ere i s n o o ther way i n whi ch you s o

.
s u rel y can i ndi vi du a li ze you r i mp res si on on hi m .
I t i s a s afe bet th at n o t o n e s al es man i n a h u n d re d

o f tho s e h e mee t s make s h i m f e el th at th e y two are
o n a l ev el i n man hoo d S o me wi ll to ad y to h i m
. .
3 07
Oth ers wi ll i n di cate th eir feel in g th at th ey are abo ve

hi m how ever mu ch th ey try to be fri en dl y
,
Yo u .
p a r t with h i m o n t h e l e vel an d h e wi l l r e c al l y o u
as a s al es man o f a r ar e s p e ci es .
Wh en yo u make th e Get Aw ay o f man equ al ity

- -
an d ki n d n ess y o u mak e t h e oth er man f e el th a t

,
you u n de rs tan d hi m Thi s f eel i n g i n its el f cau s es

.
h i m to regar d y o u with fri en dl y e yes for n e arl y ,
e very i n di vi du al i n t h e worl d thi n ks t h e tro u b l e h e
h as with oth er p e o p l e i s du e to th ei r n o t u n d er
s t an di n g h i m S h ow the p ros p ect that you and he
.
a re o n e i n yo u r f u n damen ta l n a tu res t ha t you can ,
and do s ymp athi ze wi t h hi m; you ha ve s tarted to
make f ri en d of hi m becaus e he f eels the n eed of

a
j us t s u ch a f ri end as you gi ve pr omi se of bei n g .
We are co n s i deri n g n o w t h e Get Away an d it -

,
may s e em s tran g e to ref er at thi s s tage to t h e

Get In
-
. Bu t i n s o me c as es t h e effo rt to get i n
i s b al ke d an d t h e s al es man i s u n d er th e n e c es s it y
o f maki n g h i s Ge t Aw ay s oo n aft erw ard
-
T he .
s al es man i s n o t to b l ame f o r t h e c o n ditio n i n whi c h
h e fi n ds t h e p ro s p ec t who r efu s es to gi ve h i m an
au di en c e o r a h e ari n g o r w h o r ep el s h i m with di s
,
c o u rt es y an d i n s u l ts a t a n y s t age Of t h e s el l i n g pro
c ess . B u t h e i s deci dedl y to bl ame i f he l eaves the

p ros p ect i n t ha t con di ti o n I t i s th e s al es man s
’
.
fu n c tio n i n s u c h a c as e to s ooth e t h e oth er man

with th e c ool i n g c al mi n g to u c h of h i s high qu al ity
,
o f man hoo d h i s ho n o r h i s dig n it y an d h i s h eart

, ,
fel t ki n dn ess .
e ffec ti ve i mpress io n as wh en t h e s al es man c o m

,
mu n i c at es to t h e b u yer s o me f ac t o r i de a th at h e
i s l i kel y to fi n d u s efu l i n h i s b u s i n ess T h e ren ewal .
of t h e man to man c o n tac t s tren gth ens th e

- -
fri en dl y feel i n gs o n both si d es .
I t wil l be wel l to s ay a wo rd o r two j u s t h ere

regardi n g t h e val u e of fri en d s hi p to t h e s al es man
—
.
Its wo rth c an n ot be o veres ti mat ed p ro vi de d it i s '
a bu si n es s fri en ds hi p Wh en a s al es man c o u n ts
.
o n ge tti n g ord ers o n t h e b as i s of a p ers on a l fri en d
s hi p h e pl ac es hi ms el f u n d er ob l i gatio n to t h e
b u yer In e ffec t h e i s a s ort of dep en den t of h i s

.
p e rs o n al fri e n d M a
. n e q u al it-
y i s mi s s i n g i n s u c h a
rel atio n Bu t if t h e s al es man r en d ers b u s i n es s

.
s ervi c es to t h e b u yer right al o n g an d th ere b y ,
makes th e b u yer h i s bu s i n es s fri en d t h e obl ig atio n ,
ru n s fro m th e b u yer to th e s al es man Th at i s as it .
s ho ul d b e T h e s al es man c an c o u n t rel i abl y o n

.
fri en ds hi p s o f thi s s o rt bu t th e b u s i n es s s ecur e d

,
o n t h e b as i s o f p ers o n al fri e n ds hi p i s u n c ert ai n .
E arn favo rs rath er th an acc ep t th em as gif ts ; an d

y o u
’
ll g e t f ar m o re of th em .
E mers o n wrot e s o me ex c el l en t , r
p ac ti cal i
adv c e
abo u t f ri en ds hi p H e d ecl ared :

.
Th ere i s n o preci s e formu l a for maki n g fri en ds ,
bu t th ere are two p ro verb s th at c o me very n e ar to

s u mmi n g u p t h e who l e matt er T h e fir s t i s I f
‘
.
,
y o u wo u l d h av e f ri en d s b e o n e A n d,
t h e s ec o n d.
’
,
‘
Don t wait fo r th e ti me to c o me wh en yo u n eed
’
31 0
fri en ds to make th e m M ake th e m n o w an d l e t

, .
,
th em u s e y o u fi rs t .
’
Now l et u s s u m u p th e whol e matt er of maki n g Be a Tr u e

t h e ri ght Ge t Aw ay whi c h furn i s h e s th e ri ght Le ad
-
G mm a a“
to Fu tu re O rders Fo u r wor ds are s u fli ci en t : B e

.
a t ru e gen t l ema n . Leave b ehi n d yo u th at i mp res

s io n an d t h e d oo r wi l l o p e n to yo u e as i l y n ex t ti me .
Wh en yo u act th e g en tl eman i n yo u r Get Away -

,
yo u c o mpl i men t t h e oth er f ell ow with t h e s u gges

tio n th at real gen tl e man l i n es s i s a qu al ity whi ch h e
apprec i at es at i t s tru e val u e C o n s e qu en tl y h e
.
fe el s th e i n n er i mpu l s e to tak e l eave o f yo u with

h is b es t s el f .
W e h ave c o me n o w to t h e cl o s i n g s tage Of o u r
p re s en t c o u rs e o f s tu dy T h e t es t of e ac h r eader s
’
.
p pu r o s e i n h i s s t u d y i s b e i n g m a d e A r e y o u a
. o n e
s al e man o r d o yo u i n t en d t o b e a s al e s man s t u d e n t
Of t h e art o f s el l i n g ? I f yo u are a s al es man y o u r ,
p urp o se i s to c o mp l e t e t h e p re s en t c o u rs e as a L e a d
to Fu tu re Or ders fo r kn owl edge O f s al e s man s hi p .
Yo u wo n t qu it s ell i n g y o u rs el f t h e c o rre c t i d eas o f

’
th e art yo u h ave c ho s e n f o r y o u r v o catio n wh e n

‘
y o u fi n i s h readi n g thi s boo k Yo u wi l l re memb er

.
th at s al es man s hi p s ho ul d be an en dl ess p roces s an d ,
y o u wi l l keep o n s ell i n g y o u rs el f kn owl e d ge e very .
d ay yo u l i ve .
T h e profit of s u ch a c o u rs e o f s tu d y l i es very
l arg el y i n t h e s ti mul ation of a d e t ermi n ation to
gai n more an d mo re kn owl edge T h e more a man .
l e arn s th e gre at er i s h i s e agern e s s fo r l e arn i n g

, .
31 1
O n l y t h e i gn oramus i s c o n t en te d with h i s s tat e .
Wh i l e yo u h ave b een readi n g thi s boo k en o ugh ,
qu es tion s mu s t h ave o cc urred to yo u whi ch h ave

n o t b e en an s w ere d to ke ep y o u di ggi n g for kn owl
e dg e o n y o ur o w n hoo k .Th at i s how to p erf ect

y o u rs e l f i n s al es m an s hi p In. t h e l as t a n al ys i s
,
it
i s a j ob y o u mu s t d o p ri n ci p al l y y o ur s el f
Yo u d o u btl es s p erc ei ve th at y o u are getti n g
”
s o me wh ere n o w ; tho u gh y o u r eal iz e th at yo u are
a l o n g w ay fro m y o ur go al Yo u h ave a h e al th y
.
di s c o n t en t with wh at y o u kn ow abo u t s el l i n g .
Yo u r eal iz e a l ack an d are de t ermi n e d to fi l l it with

in cre as ing kn owl ed ge .
T h e d an ger i s th at y o u wi l l n o t b e p ati en t an d
p e rs i s t e n t Th ere evi d en tl y i s s o mu c h to l earn
.
,
an d t h e v al u e of kn owl e d g e i s s o e vi d e n t yo u are ,
ap t to b e i n t o o mu c h of a h u rr y to mas t e r t h e
p ri n c i p l es of ri g ht s el l i n g I t i
. s h a r d to b e thor
o u gh s o meti mes bu t it al ways p ays b e tt er i n th e
,
l o n g ru n .
T h e s tu dy of thi s boo k s ho u l d be j u s t an app e

tiz er P erh aps w e h ave tri ed to c o ver too mu c h i n
.
a d oz en c h ap t ers More det ail ed exp l an atio n s

.
may be n ec essar y to b ri n g o u t f o r yo u th e mean i n g

of ess en ti al pri n ci pl es an d to s how th eir appl i c ation
i n prac ti c e Th ere fo re I h ave writt en a c o mp an io n
.
”
book C ert ai n S u cc ess i n cas e yo u d es i re to
,
“
,
make a f urth e r an al ys i s of th e s el l i n g pro c ess .
Thi s l ater boo k c o n t ai n s h u n dred s Of sa l es i l l us

trati o n s .
Th e Sellin g Pro c ess
wro n g me tho d T h e me tho ds of t

. one ru e
f‘
r vi ce al
ar e right . F o r man y ye ars th ere wi l l re a d earth

of fri en dl i n ess 1 n th e wo rld bu t if th e t r ue to Go d
,
- -
s al es man go es u p an d d own t h e e arth m aki n g
fri en ds h e wi l l di s si p at e en miti es as n o oth er

,
h u man agen cy c an d o .
Th e S al es m an T h e s al es man i s th e mo s t i mp o rt an t h u man
Mi si onary
s ”
c o n t ac t factor i n s o ci ety H i s l i f e actu al l y
.
to u ch es mo re l i ves o f h i s fell ows t h a t h e l if e O f

an y man e n gag e d i n an y oth er v o ca t 7 11 S o we .
are m aki n g o ur Ge t Aw ay f o r t h e W ( rl d fi el d as
-
mi s s io n ari es to s prea d t h e pri n c i pl es Of fri en dl y

,
sa l es man s hi p .
W e can n ot kn ow wh at t h e Fu tur e ho l ds fo r u s
u n l ess w e make o ur o w n F u t u r es right n o w T he .
t ool i s kn ow ledge N O man can u s e t h e kn owl edge

.
Of an oth e r H e fi rs t mus t ma ke i t hi s o wn
. .
Th erefore s tu dy s al es man s hi p fo r y o u r o w n s ake

an d f o r t h e s ake o f t h e wo rl d S tu dy it i n boo ks
.
,
i n magazi n es ; an d s tu d y it i n y o ur o wn exp eri en c e

a n d t h e e xp eri e n c e o f oth er me n D o n o t n egl ec t
.
th e Bibl e ; fo r all t h e b as i c p ri n c i pl es are s ta t e d i n

i ts p ag es . M os t of a ll s tudy you r o wn h eart and
mi n d an d s ou l Fit yo urs el f as a s al es M an to
.
-
make t h e right u s e of t h e kn owl ed ge yo u ac qui re .
Be tru e to yo u r o w n b es t p o ss ibi l iti es be tru e ;
to th e high es t exp ec tatio ns of yo ur fell ow man be ,
tru e to Go d In s hort b e a MA S T E R S AL E S
.
,
MAN fro m yo u r P rep aratio n to yo ur Ge t Away -

.
314

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. T h e S el l i n g P ro ce s s .

N 1 904 I s old my se rvi ces as a C ertiﬁed P ubl i c

Gen eral S al es M an ager . Th en for twel ve years I

In s el l in g my p ers o n al s ervi c es an d i d eas an d

i n sell in g goo ds I h ave us e d a p articu l ar s el l in g

pro c ess . I h ave l earn ed wh at sal es prin cipl es

p rac tice of th ese p ri n c ipl es an d me tho ds ass ur es

with th e thousan ds of sal es men it h as b een my

bes t sal es men w e h ad i n th e Fo rd Moto r C ompan y

More th an ﬁf ty th o usan d s al es men an d sal es

it w as ﬁrs t pu bl is hed o nl y two years ago C ou n t .

l e ss numb ers o i readers have written to me th at

Wh e ther or no t o ne is a sal es man by profess ion ,

order to make a s uc cess of l ife From th e co m .

fail ure of th e man who real l y deserves to su ccee d

Readers of T H E SE LL I N G P R OCESS h ave

Accordingl y I have publ is h ed a c o mpan ion bo ok ,

e n titl ed CE R T A I N S U CCESS In this l ate r

work th e sel l ing pro cess i s ampl iﬁed an d i s ,

appl i ed to th e sa l e of o n e s se rvi ces an d cap abil iti es

as wel l as to t h e sal e of goo ds . I hope that th e

all puz z l e s of sal es man s hip bu t als o t h e prob l em

of ﬁ ndin g an d maki ng th e b es t u se of opport un iti es

So many commendations of CE RTAI N S UC

were writte n to hel p my fell ow sal es men hel p

SE LL IN G P ROC ESS are doi ng j us t that .

IV . P REP ARA T I ON : F i s t o f th e P re p arat o ry S te ps o f t h e

! II . T H E GE T AW AY A ND LEAD T o F UT URE ORDER S

HE ﬁrs t fac tor

of this ch ap ter We are n o t c o n cern ed j us t n o w

with th e M an qual ities essen ti al i n s u ccess ful

S al es man s hip Nor sh al l w e co ns i der at pres en t

Yo u h ave h ear d th e express io n I do n t kn ow ’

how th e average man en ters th e pro fess io n of

i s goin g .Often yo u mee t a sal es man who h as

n otio n a bo u t hi s des tinatio n We do n t wan t to .

blun der i n to sal es mans hip and to s tu mbl e al o n g i n

an d pro c ee d i n tel l i gentl y 5

th e be s t op p ortun ities b e fo re w e s tart s el l i n g

aro und to ge t yo ur b ea rin gs i n s tea d of s t umb l ing

o u t as a boo k age n t t h e s ummer after h e ﬁn is h ed

High S chool T h e vol ume h e w as given to sel l

was o n e of thos e C o mp en diu ms of All Use ful

Kn owl edge al l eged to c o n t ai n i n formatio n o n

al mos t every s u bj ec t imagi n ab l e fro m a cur e for ,

warts to how a fel l ow i n l ove s houl d prop o s e Thi s .

yo un g man w as ass ign ed to a territory i n Iowa s

ri ch es t farm s ec tio n h an de d a rec e ip t for th e ﬁ ve

do ll ars h e w as re qu ired to dep o s it for h i s sampl e

eral l ungful s of hot air fro m th e man ager of can

the s h ah of P ers i a or th e numb er of e yes a ﬂ

pendi um c on ta i ned T h e farmers wan ted to kn ow

ho w to ki l l p ota to b u gs wh at t h e pri ce of c orn w as ,

l ikel y to be th at fal l an d wh e th er o r n o t the o un

man wo ul d co n s i der twen ty dol l ars a mo n th and

T h e farmers wi ves w ere c u rio u s abo u t th e ru mor

th at hoop skirts were c omin g b ack i n to s tyl e

an d wo n dere d if th ey d h ave to w ear b u s tl es agai n

to be fas hionab l e Not o n e of th em as ke d for th e

E s ki mo rec i p e f o r maki ng bu tt ersc otch fro m

A s th e yo un g sal es man did no t h ave to s p en d

hi s even ni gs writi n g up o rders h e h ad pl en ty o f ,

ti me to thi n k H e kn ew th ere was a wan t fo r