You cannot doubt that I will make good. You should not let
your old prejudice stand in the way of the gratified feeling you will
have when I prove to you that all men are not unworthy of trust. After I
justify your confidence you will be happier for the rest of your life."
In the illustration the objection is dealt with _emotionally; because
its basis is feeling_. No _mental_ appeal is made. The salesmanship in
this example is the direct converse of that in the previous
illustration.
[Sidenote: The Best Rule]
Usually, however, it is best to counteract objections by making appeals
to _both the heart and the mind_ of the objector. In most cases it is
safe to assume that his mental opposition involves his feelings to some
degree, and it rarely happens that an objection is so purely emotional
that the mind of the prospect does not take part in it at all. So the
rule of masterly salesmanship is to use neither the appeal to mentality
nor the appeal to feeling _exclusively_, but rather to _stress one or
the other, while using both_.
Pages:
392
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416