In order to
_convince_ the prospect that the reasons for employing you outweigh the
reasons for turning you down, you must show his mind _both sides of the
scale_. If you fail to do this, his own imagination will do the weighing
and is certain to bear down with prejudice on every point against you.
It will also depreciate your view of the points in your favor. The other
man will make sure that _he_ is getting a square deal on the weights,
since he will believe _you_, too, are looking out only for Number One.
[Sidenote: To Make Certain Do The Weighing Yourself]
The _certain_ way to make your prospect perceive that the reasons for
accepting your proposal are of greater weight than any causes for
turning down your application is to _do the weighing yourself_. First
be sure the heavier weight _is_ on your side. When you fully believe
that, use all the arts of salesmanship to _make the other man see the
balances as you view them_. Then he can come to but one conclusion, that
the "preponderance" is on your side.
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