The primary aim of the skillful salesman _when making port_ is to get
safely to the right landing place as soon as possible and with the least
danger of failure in his _ultimate purpose_ of completing the sale. At
this initial stage of the selling process, however, he concentrates his
thoughts on the _skillful docking_ of his sales-man-ship. The _nature of
the cargo_ a sailor ship captain brings to port has little or nothing to
do with the art of reaching and tying up to the pier. Similarly,
whatever his "goods of sale," the skillful _salesman_ uses the same
principles and methods to dock his salesman-shipload of ideas most
effectively in the harbor of the prospect's mind. So the _art_ you are
studying is _standardized_. When you master it, you can apply it
successfully to the sale of your best self or any other "goods of sale."
[Sidenote: Reasoning And Argument Are Wrong]
Before considering the methods of selling that are most effective, it
will be well to get rid of a mistaken idea that is all too common.
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