Do not dodge
direct questions, but courteously request that you be permitted to
answer them a little later. _At this stage_ of selling the true idea of
your best capabilities _concentrate upon the moderate, truthful
suggestion of your qualifications_.
[Sidenote: Gaining Prospect's Confidence]
The first result to be desired in selling is the _confidence of the
buyer_. Use all your manly qualities to win this confidence
_deservedly_. Then when you honestly admit your faults and shortcomings,
you will be aided to win out in the end by the confidence you have
already inspired in the other man.
Very often the applicant for a position fails to get it because he
merely presents the _abstract_ idea that his services are for sale. _He
does not picture himself in actual service_. The presentation of
abstract ideas is an appeal only to the _interest_ or mind side of the
other man. The presentation to his imagination must go _beyond_ his
interest, if his _heart desire_ for the services is to be secured.
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