Therefore it will be necessary for
you to put _both feeling and power_ into your answer. You should be
careful, however, when you meet such resistance, not to make the
impression that you are engaged in a contest of power with your
prospect. _Throughout the selling process avoid any suggestion that you
are fighting back._ Use the tone of force, not to indicate that your
strength of purpose is greater than the strength of the resistance, but
just to _emphasize the basic soundness_ of your proposition. Thus you
can suggest that you are sure of your ground, while you do not dispute
the force and sincerity of the other man in making his objection.
Suppose, for example, you apply for a situation in a wealthy firm, and
one of the partners turns you down most emphatically by saying that they
can't afford to engage any new men at present. You realize the firm may
be losing money temporarily, but you believe that your services in the
capacity you have outlined will be valuable to the partners. You can
come back firmly and not retreat an inch from your position.
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