Besides, a multitude of reasoning processes would be necessary
to cover all the points presented by the salesman and all the objections
raised by the prospect. Moreover, as we have seen, the whole procedure
of "a logical close" falls back upon itself unless everything the
salesman hopes to prove was known and admitted to be true before he
began to reason it out.
[Sidenote: Favorable Decision Defined]
_Favorable decision is the prospect's mental conclusion that it is
better to buy than not to buy; better to accept than to refuse._ The
process of securing decision is not complex; it is very simple. As has
been said, the salesman needs only to weigh before the mind's eye of the
prospect the favorable and unfavorable ideas of the proposal. _Any
weighing of two mental images always results in a judgment as to which
is preferable, or that one course of action would be better than the
other._ The mind is never so exactly balanced between contrasting ideas
that it does not tip at all either way.
Pages:
435
436
437
438
439
440
441
442
443
444
445
446
447
448
449
450
451
452
453
454
455
456
457
458
459