He tries to
impress the prospect with a _re-hash of perception_, by emphasizing more
strongly than before the favorable points brought out clearly at earlier
stages. Of course it is important that at the close of the sale the
prospect have all these points in view, but it is not good salesmanship
to emphasize only the appeal to his _perceptive_ faculties. The guest
who has had a good dinner does not need to be told just afterward what
he has eaten, or reminded of the courses by having them brought in
again.
[Sidenote: Logic and Reason Won't Win]
As it is a mistake to serve at the close of a sale only a re-hash of
favorable points; so is it bad salesmanship to rely on a dessert of
"logic and reason" for the finishing touch. _Logic and reason provoke
antagonism. They are ineffective in bringing about either a favorable
conclusion of mind or action on such a decision._
If you have presented your capabilities fully to a prospective employer,
do not wind up by marshalling reasons why he should engage you.
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