It is the
approach of an equal, not of an inferior. _So greatly does it reduce the
chances of failure that the salesman is practically certain to succeed
in his purpose._
[Sidenote: Initiative Is Yours]
Recognize that the _initiative_ in gaining your chance should be in your
own hands. Do not wait for any opportunity to come to you. "Go to it."
Go prepared to control the situation you have planned to create, but be
ready also to meet _unexpected possibilities_. The object of the master
salesman in his preparation is not only to make the selling process
_easy_, but also to meet any _difficulties_ he can foresee that may
arise to block him. He is ready to take full advantage of favorable
conditions he has planned to meet, and is equally ready for turn-downs.
If you use the discriminative-restrictive method to gain admission to
the presence and into the mind of your prospect, it is altogether
unlikely that you will be denied the chance you seek. Nevertheless _go
loaded for refusals_. Be ready with the quick come-back to every
turn-down you can imagine.
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