If the salesman
has kept control of the selling process throughout all the preceding
stages, he will know when the selling point is reached, _for he will be
there himself_, with the prospect he has "safely conducted" thus far.
Second, at this "right time" it is necessary to _change former sales
tactics promptly_, and to _start contrasting_ the affirmative and
negative ideas that have previously been brought out.
Third, the salesman should weigh these contrasting ideas so _vividly_
that the mind's eye of the prospect will _see_ the scales and _perceive_
the greater weight on the "Yes" side, _as the salesman pictures it_.
Fourth, it is important that the salesman _color_ the affirmative
ideas very _alluringly_, and increase the contrast by painting
_unattractively_ everything on the negative side of the scale; so
that "No," besides appearing much _lighter_ than "Yes," will seem
_uninviting_.
Fifth, the selling process should be brought to a climax by the
salesman's _suggestion_ or _imitation_ of some _act_ designed to
_commit_ the prospect to _acceptance_ in an _easy_ way.
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