But if
there is "feeling" in his opposition, it is necessary that you displace
it with a different _feeling_ toward you and your proposal. The heart of
your prospect must be turned from antagonism to friendliness, if it is
involved in an objection. Therefore when a point is made against you,
_decide from the evidence whether the obstacle raised has an emotional
or a mental basis_. Treat it accordingly. Use your own _mind_
principally in dealing with the purely _mental_ objection of the
prospect. But depend on drawing out _his heart with yours if his
emotions are involved_ in his opposition.
[Sidenote: Mental Basis]
Suppose you have a plan about engaging in a certain business. You have
worked it out carefully and are confident that it is "a winner." But you
need financial backing. So you go to a man who has money, and apply to
him for a loan. He listens to your plan. When you finish explaining, he
refuses your request. He uses the mental tone of cold business when he
states his reason.
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