I expect, and you expect,
that my venture will prove successful. I have planned a sound business
enterprise, free from the dangers of speculation. With the cooperation
of your judgment, your loan would be a secure investment. I believe you
are now convinced of that."
[Sidenote: Reaching Heart Through Mind]
Notice that the objection is dealt with powerfully; yet there is no
appeal that is aimed away from the prospect's _mind_. For this very
reason his sympathy with the proposal is likely to be stimulated. _Such
salesmanship often has the effect of enlisting the heart of the other
man after removing the objection of his mind._
[Sidenote: Objection on Emotional Basis]
Let us assume now that the prospect refuses to make the loan to you
because he has been imposed upon before by some one he has backed. He
may really want to lend you the money, but his heart has been so
embittered by his previous experience that he turns a deaf ear to your
proposition. His opposition is based chiefly on feeling.
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