Yet each of us knows
that his own mind seldom accepts without question the statements of
other men, however well informed and honest they are reputed to be. You
and I mentally reserve the right to believe or to doubt the written or
spoken _words_ of someone else; because they always enter our minds
_consciously_. We know that the words we hear or read come from _outside
ourselves_.
The skillful salesman proceeds on the assumption that his words will be
stopped at the door of the prospect's mind and examined with more or
less suspicion of their sincerity and truth. Therefore the selling
artist employs words principally for one purpose--to communicate to the
other man information about such _facts_ as cannot be introduced to his
consciousness otherwise. Some facts can be told only in words. But a
master of the selling process uses as few words as possible to convey
his meaning. He depends on his _suggestive tones_ more than on what he
says. He reenforces his speech with accompanying _movements_ and
muscular _expressions_, to get into the mind of the other man by
_suggestive action_ the true _ideas behind the words_ used.
Pages:
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147