_Flattery is a call for help_.
It is like the bad salesmanship of trying to buy an order with cigars or
a dinner. Never "treat" at the closing stage, for to do so is to admit
_weakness_ when you should be your _strongest_.
[Sidenote: "No" Seldom Is Final]
Of course you should not take a first or second "No" as a _final_
answer. Even if the prospect indicates that he is inclined to decide
against you, _continue confidently to heap images in favor of buying on
the "Yes" side of the scale until you have used all the honest weight
you have to put in the balance_. He will not respect you as a salesman
if you quit at his first "No." _It is up to you to tip the scales of
decision your way_. Remember that you should not bring the other man to
the judgment point _until after you have aroused and intensified his
desire to a very great degree_. If you have made him want you at all,
you will disappoint him if you then fail to put enough weight on the
"Yes" side of the scale to win his decision to employ you.
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