When one has made a fine presentation of his capability, and therefore
feels confident of selling his services, it shocks and disheartens him
to have his application rejected. "It takes the starch out of a man." He
is apt to feel limp in courage when he turns his back on the lost chance
to make good, and faces the necessity of starting the selling process
all over again with another prospect. It is harder to lose a race in the
shadow of the goal than to be disqualified before the start. The
prospect who seems on the point of saying, "Yes," but finally shakes
his head is the heart-breaker to the salesman.
[Sidenote: Making the Touch Down]
Of course, as you have been reminded, even the best salesman cannot get
_all_ the orders he tries to secure. _But he seldom fails to "close" a
real prospect whom he has conducted successfully through the preliminary
steps of a sale._ Each advance he makes increases his confidence that he
will get the order. The master salesman does not falter and fall down
just before the finish.
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