The reasoning process that starts from a truth
already known, and arrives at a truth that must similarly have been
known, is utterly useless and a waste of time. Hence, _if you use the
reasoning process you will either fail to convince your prospect by
starting from a premise that he does not know, or you will irritate and
unfavorably impress him by seeming to reflect on his intelligence when
you prove to him something he already knows_. That is the wrong way to
bring your man to a "Yes" decision.
If the whole process of the sale could be summed up in just one logical
statement at closing, it might occasionally be practical for the
salesman to apply reasoning with good effect to help him secure the
decision. But the four steps, first and second premise, argument, and
conclusion, must be applied to every point that is made with reasoning.
Since the force of the conclusion is largely lost unless the major
premise is an absolute truth recognized by everybody, there is danger of
confusion, and no possibility of convincing the prospect by such
methods.
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