A great many failures of capable men can be
ascribed to short-sighted concentration on immediate chances. _One who
would make certain of the success of his whole life must ever look ahead
to the next possible opportunity for the sale of the true idea of his
best capabilities, meanwhile making the most of his present chance._
[Sidenote: Service Purpose In Selling]
In order to get the right viewpoint for further study of the selling
process, you, _the salesman of yourself_, need to comprehend clearly the
fundamental _purpose_ of all true salesmanship. _It should be the
service of the buyer in satisfying his real needs._
Few salesmen _know_ what sales service _is_, and _how_ it should be
rendered. Service is the very soul of the certain success selling
process. Service must be studied _as a purpose_ until the principles
underlying the fullest satisfaction of the buyer's real needs are
mastered, and all false misconceptions of service are cleared away from
the salesman's idea of his obligation to the purchaser of his goods of
sale.
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