[Sidenote: Have a Leader]
When the master salesman prospects, he uses very effectively a "leader"
idea. You know how aggressive stores advertise leaders that draw trade
in other things. Your prospecting of your various capabilities should
enable you to decide which of your qualifications will make the most
effective leader in the case of a certain employer. Do not expect him to
perceive _all_ your merits immediately. Concentrate his attention and
interest on _one or two elements_ of your fitness to fill his especial
needs. Prospect to make sure which of your possible leaders would be
most likely to influence him in your favor. Then _use these selected
elements of your character very prominently_ to open the door of your
initial chance. Countless successes have been founded on well chosen
leaders.
A little bake shop in Chicago competes successfully to-day with a great
chain-store company that has an immense establishment directly across
the street. The shop sells as its leaders home-made English tarts that
no chain-store could supply.
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