_His mind, acting on
the principle of the gyroscope, will resist by greater opposition any
push of the personal plea_. If you ask a decision as a personal favor,
your prospect will lose confidence in the true weight of the ideas on
your side that you have already registered in his mind. You are much
more likely to hurt than to help your chances for success by making a
personal plea. Even if it should prove effective, what you get that way
would be alms given to a beggar, and not the earned prize of good
salesmanship. _Never buy success at the cost of self-respect_. To be a
successful _beggar_ is nothing to feel proud of.
[Sidenote: "Treating" At Close]
Do not attempt to "_treat"_ your prospect by flattering him at the
closing stage. Such "treating" is a tacit admission that your goods of
sale, your best qualifications, have not sufficient merit to sell at
their intrinsic value. Or you practically confess that you are not good
enough salesman to win out with just your goods and your ability to sell
yourself for what you claim to be worth.
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