You must sell the idea of your service
_value_ as well as the ideas that your services would be _liked_. You
_cannot over-develop_ the quality of likableness, but you _can
over-sell_ it, to the detriment of your own best interest.
[Sidenote: A Winning Personality Sometimes Fails]
One of the most conspicuous failures I know is a man who has "a winning
personality." Times without number his genuine agreeableness has won him
fine chances to succeed, but in the positions he has held he has never
studied the needs of his employers for other qualities than likability.
Consequently he has fallen down on all his big chances. Today he is just
a popular door man for a big department store. His intelligence and his
physical ability are so evident that he is an object of pity and wonder
as he smiles and bows to customers of the store. Undoubtedly if he had
studied the different opportunities he has had, and had fitted himself
into all the requirements of a particular situation, his winning
personality would have helped him higher and higher toward the mountain
peaks of success instead of leaving him on an ant hill.
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