As
a natural reflex of the unpleasant impression he makes with his voice,
it is a common experience to have a door slammed in his face.
[Sidenote: Getting Around Mental Barrier]
The master salesman comprehends that the _mentality_ of a prospect is a
barrier to his _emotional_ expression. That is, the mind is an alert
sentinel on guard to protect the _heart_ from its own impulses to
unthinking action. So the skillful salesman when making his "approach"
_goes around_ the mind side of the prospect to the emotional side, where
there is no hostile guard. He knows that "the hearts of all men are
akin," and that "the hardest heart has soft spots." He realizes it is
bad salesmanship to challenge the sentinel mind of the prospect in a
mental tone. So the salesman artist makes _his_ tone resonant with chest
vibrations that stimulate the direct response of the _other_ man's
heart. _He works at first to draw out fellow feeling, not to drive his
ideas into the head of the prospect._
[Sidenote: Talking Like a Brother]
The mere presentation of _thoughts_, or _mental pictures_ of goods, is
not enough to induce a prospect to buy.
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