In order to draw your prospect beyond the attention stage of the selling
process, and to induce his interest in your "goods," you must impress on
him suggestions of the similarity of your ideas to ideas already in his
own mind. _He will like your ideas in proportion to their resemblance to
his own way of thinking_ on the same subjects. So you should express
yourself as nearly as possible in his terms, and attract his interest by
making him feel that your mind and his are much alike.
[Sidenote: Non-Interest]
One day I was sitting in the private office of a very wealthy
philanthropist. A salesman presented a letter of introduction to the
millionaire, who in turn introduced me to his caller. The newcomer
thereupon proceeded to present most attractively a business proposal. He
offered my friend an excellent opportunity to make a good deal of money
by joining an underwriting syndicate. The millionaire at once declared
he was not interested. "I have all the money I want," he said, and bowed
the salesman out.
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