[Sidenote: Speaking the Same Language]
The other applicant was shrewd. He used salesmanship in presenting his
lesser qualifications for the position. He talked in terms borrowed from
the language of shop practice. He compared the plans he suggested for
the office supplies stock room, with the "tool crib" in the factory. He
explained his idea of office organization by using as a model a chart of
the plant departments. He compared office expenses with factory
overhead.
The owners of the business understood very little about the subjects he
discussed, but he used words and expressions that were familiar to them.
So his ideas, as he presented them, impressed the partners as _like
their own way of looking at things_. The better salesman, who knew how
to interest his prospects, got the five-figure job; though he was a less
capable office executive than the disappointed applicant.
[Sidenote: Fitting Ideas To Prospect's Mind]
Do not try to sell another man particular ideas because _you_ like them.
Pages:
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339