[Sidenote: Weighing Ideas of A Steak]
The skill of the salesman weighmaster, used legitimately before the
mind's eye of the prospect to tip the scales of decision to the
favorable side, is illustrated in the story of a butcher who had been
asked by a woman customer to weigh a steak for her. He knew that the
weighing process _in her mind_ included more than the balancing of a
certain number of pounds and ounces on the scale. Against the reasons
for her evident inclination to take the selected steak, she would weigh
its cost, her personal ideas of its value, and other factors of the high
cost of living.
[Sidenote: Skillful Close of The Sale]
The butcher wished to bring her quickly to a favorable decision. He
wanted to make up the customer's mind for her in such a conclusive way
that she would be prevented from hesitating over the purchase. As a
weighman of pounds and ounces he only wanted to show the prospect that
he was honest. But in order to tip _the buying scales in her mind_ he
put into the balances, on the side opposite the cost of the steak, the
heavier weight of buying inducements.
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