_ The suit of clothes that only induces his
interest in a shop window is passed by after a look. However, if he says
to himself, "That's the kind of suit I want," he goes in and examines
the workmanship and the cloth, in search of faults. The salesman may
need to overcome certain objections of his prospect before the order can
be secured.
But we have not reached the objections stage of the uncompleted sale.
That is the subject of the next chapter. Let us retrace our steps to
study the essence of the art of getting yourself wanted.
[Sidenote: Two-part Process of Getting Yourself Wanted]
There are two parts to the process. First, you must show the prospect
what he lacks; that in his business there is _an unoccupied opportunity
for such services as you believe you are capable of rendering to his
benefit and satisfaction_. Second, you need to _picture yourself filling
the place and giving the service_; to show him imaginatively _your
qualifications at work in his business_.
[Sidenote: Sincerity Of Service Purpose]
Of course it is primarily necessary that you believe in your own
capability, and in the value to the other man of the qualities you have
brought to him for sale.
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