A
great many people regard reasoning power, or the force of pure logic, as
an important selling tool. There are so-called salesmen who attempt to
"argue" prospects into buying. Unthinking sales executives sometimes
instruct their representatives to employ certain "selling arguments."
But the methods and language of the debater have no place in the
repertory of a _truly artistic_ salesman or sales manager.
One debater never _convinces_ the other. At best he only can _defeat_
his antagonist. In a skillfully finished sale, however, there should be
neither victor nor vanquished. The selling process is not a battle of
minds. There is no room in it for any spirit of antagonism on the part
of the salesman. So in your self-training to sell true ideas of your
best capabilities, do not emphasize especially the value of logic and
reasoning. If you use them at all in selling yourself, disguise their
character most skillfully. _Never suggest that you are debating or
arguing your qualifications_ with prospective buyers of your mental or
physical capacity for service.
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