After these preliminaries you are ready to take the next step
in the selling process, and to begin putting your capabilities, and what
you have learned from preparation and prospecting, to _specific use in
actual selling_.
In order to succeed, you must not only be _qualified_ for some
_particular_ service work, but you also need _chances to demonstrate_
your capabilities and preparedness for effective service. If you stand
all your life in complete readiness for success but outside the door of
opportunity, you will be a failure despite your exceptional
qualifications and preparations for handling chances to succeed. _It is
necessary that you get inside the door._ We will study now the _sure_
ways and means of entrance.
[Sidenote: The Salesman's Advantage Over the Buyer]
One great advantage the skillful salesman has over even the best buyer
is that he can _plan_ completely _what_ he will do and _how_ he will do
it to accomplish his selling purpose. The prospect is unable to
anticipate who will call upon him next; so it is impossible for him to
avoid being taken _unawares_ by each salesman.
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