"
Rather, you should pattern after the example of the professional
salesman of goods. In the processes of persuasion and creating desire he
employs the arts of _suggestion in preference to making direct
statements_. He is a tactful diplomat. Learn from his methods, as
explained in "The Selling Process."
You have come to a chosen employer, with a real service purpose; but be
careful not to _offend_ in your presentation. Do not bring him your idea
for improving his business as if it were a great discovery you have
made. He won't like it if you open his eyes to his lacks in that
fashion. You might better suggest that while you have perceived what he
needs, you have no doubt he either has seen it already or would have
perceived it if his time and attention had not been engrossed by other
things. You will be liked if you so present a picture of the lack and of
yourself satisfying it.
[Sidenote: Rubbing the Prospect the Wrong Way]
_You are apt to get yourself cordially disliked if you rub your
prospect's pride in his business the wrong way_.
Pages:
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367