"With your permission, I'll call up
the----magazine and reserve choice space for this ad. It won't cost any
more and by getting in early we'll make the ad most effective."
[Sidenote: Decide For, Then Commit The Prospect]
My friend manifested complete confidence that the sale was _closed_. By
continuing the process of affirming the decision, he prevented the
prospect from backing up after making his pencilled O.K. Being thus
committed informally, the usually vacillating advertiser could not well
avoid using the pen put into his hand to sign the formal contract laid
before him. Without speaking to him, the salesman pointed to the dotted
line while he called the telephone number he wanted. _The prospect wrote
his name before he had time to stop the impulse that the advertising
agent had started._ The salesman had both _induced_ the mental
_decision_ in his favor, and _impelled_ its _pronouncement_. Really he
first _made up the prospect's mind for him_, and then _committed him to
the decision so made_ without the other man's volition.
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