When you receive a "No," understand it to mean, "No, that is not yet
enough ideas for buying your services." Keep right on putting weight
into the "Yes" side of the balance until it tips your way. _Do not
consider any "No" final until you have run out of both contrasting
weight and attractive colors; so that you cannot change the scales_.
[Sidenote: Stick it Out Here and Now]
If it is possible for you to "stick," don't be put off when you come to
the closing stage. _All the weighing you do at the present time will be
valueless lost effort unless you complete the selling process here and
now_. When your prospect tries to put you off, he tacitly admits your
weights are right. Otherwise he would say "No" and be done with you.
You really have won his mental decision. A continuance of skillful
salesmanship will enable you to get him to act favorably without delay
or further evasion.
[Sidenote: Entertainment In Court Room Out of Place]
Some salesmen make the mistake of mixing _entertainment_ with the
closing process.
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