THE PSYCHOLOGY OF SALESMANSHIP/PART 7
CHAPTER VII
THE PSYCHOLOGY OF PURCHASE
There
are several stages or phases manifested by the buyer in the mental process which
results in a purchase. While it is difficult to state a hard and fast rule
regarding the same, because of the variety of temperament, tendencies and
mental habits possessed in several degrees by different individuals, still
there are certain principles of feeling and thought manifested alike by each
and every individual buyer, and a certain logical sequence is followed by all
men in each and every original purchase. It follows, of course, that these
principles, and this sequence, will be found to be operative in each and every
original purchase, whether that purchase be the result of an advertisement,
display of goods, recommendation, or the efforts of a salesman. The principle
is the same in each and every case, and the sequence of the mental states
is the same in each and every instance. Let us now consider these several
mental states in their usual sequence.
The
several mental states manifested by every buyer in an original purchase are
given below in the order of sequence in which they are usually manifested:—
I. |
Involuntary Attention. |
II. |
First Impression. |
III. |
Curiosity. |
IV. |
Associated Interest. |
V. |
Consideration. |
VI. |
Imagination. |
VII. |
Inclination. |
VIII. |
Deliberation. |
IX. |
Decision. |
X. |
Action. |
We
use the term "original purchase" in this connection in
order to distinguish the original purchase from a repeated order or subsequent
purchase of the same article, in which latter instance the mental process is
far more simple and which consists merely in recognizing the inclination, or
habit, and ordering the goods, without repeating the original complex
mental operation. Let us now proceed to a consideration of the several mental
stages of the original purchase, in logical sequence:—
I. Involuntary
Attention. This mental state is the elementary phase of attention.
Attention is not a faculty of the mind, but is instead the focusing of the
consciousness upon one object to the temporary exclusion of all other objects.
It is a turning of the mind on an object. The object of attention may be either
external, such as a person or thing; or internal, such as a feeling, thought,
memory, or idea. Attention may be either voluntary, that is, directed
consciously by the will; or involuntary, that is, directed unconsciously and
instinctively and apparently independently of the will. Voluntary attention is
an acquired and developed power and is the attribute of the thinker, student
and intellectual individual in all walks of life. Involuntary attention, on the
contrary, is but little more than a reflex action, or a nervous response to
some stimulus. As Halleck says: "Many persons scarcely get beyond the
reflex stage. Any chance stimulus will take their attention away from
their studies or their business." Sir William Hamilton made a still finer
distinction, which is, however, generally overlooked by writers on the subject,
but which is scientifically correct and which we shall follow in this book. He
holds that there are three degrees or kinds of attention: (1) the reflex or
involuntary, which is instinctive in nature; (2) that determined by desire or
feeling, which partakes of both the involuntary and voluntary nature, and which
although partly instinctive may be resisted by the will under the influence of
the judgment; and (3) that determined by deliberate volition in response to
reason, as in study, scientific games, rational deliberation, etc.
The
first mental step of the purchase undoubtedly consists of involuntary or reflex
attention, such as is aroused by a sudden sound, sight, or other sensation. The
degree of this involuntary attention depends upon the intensity, suddenness,
novelty, or movement of the object to which it responds. All persons respond to
the stimuli arousing this form of attention, but in different degrees depending
upon the preoccupation or concentration of the individual at the time. The
striking or novel appearance of an advertisement; the window-display of goods;
the appearance of the salesman—all these things instinctively arouse the
involuntary attention, and the buyer "turns his mind on" them. But
this turning the mind on belongs to Hamilton's first class—that of the
instinctive response to the sight or sound, and not that aroused by desire or
deliberate thought. It is the most elemental form of attention or mental
effort, and to the salesman means simply: "Well, I see you!"
Sometimes the prospect is so preoccupied or concentrated on other things that
he barely "sees" the salesman until an added stimulus is given by a
direct remark.
II. First
Impression. This mental state is the hasty generalization resulting
from the first impression of the object of attention—the advertisement,
suggestion, display of goods, or the Salesman—depending in the last case upon
the general appearance, action, manner, etc., as interpreted in the light of
experience or association. In other words, the prospect forms a hasty general
idea of the thing or person, either favorable or unfavorable, almost
instinctively and unconsciously. The thing or person is associated or classed
with others resembling it in the experience and memory of the prospect, and the
result is either a good, bad or indifferent impression resulting from the
suggestion of association. For this reason the ad. man and the window dresser
endeavor to awaken favorable and pleasing associated memories and suggestions,
and "puts his best foot foremost." The Salesman endeavors to do the
same, and seeks to "put up a good front" in his Approach, in order to
secure this valuable favorable first impression. People are influenced more
than they will admit by these "first impressions," or suggestions, of
appearance, manner, etc., and the man who understands psychology places great
importance upon them. A favorable first impression smooths the way for the
successful awakening of the later mental states. An unfavorable first
impression, while it may be removed and remedied later, nevertheless is a
handicap which the Salesman should avoid.
(Note:
The mental process of the purchase now passes from the stage of involuntary
attention, to that of attention inspired by desire and feeling which
partakes of both the voluntary and involuntary elements. The first
two stages of this form of attention are known as Curiosity and Associated
Interest, respectively. In some cases Curiosity precedes, in others Associated
Interest takes the lead, as we shall see. In other cases the manifestation of
the two is almost simultaneous.)
III. Curiosity. This
mental state is really a form of Interest, but is more elemental than
Associated Interest, being merely the interest of novelty. It is the strongest
item of interest in the primitive races, in children, and in many adults of
elemental development and habits of thought. Curiosity is the form of Interest
which is almost instinctive, and which impels one to turn the attention to
strange and novel things. All animals possess it to a marked degree, as
trappers have found out to their profit. Monkeys possess it to an inordinate
degree, and the less developed individuals of the human race also manifest it
to a high degree. It is connected in some way with the primitive
conditions of living things, and is probably a heritage from earlier and less
secure conditions of living, where inquisitiveness regarding new, novel and
strange sights and sounds was a virtue and the only means of acquiring experience
and education. At any rate, there is certainly in human nature a decided
instinctive tendency to explore the unknown and strange—the attraction of the
mysterious; the lure of the secret things; the tantalizing call of the puzzle;
the fascination of the riddle.
The
Salesman who can introduce something in his opening talk that will arouse
Curiosity in the prospect has done much to arouse his attention and interest.
The street-corner fakir, and the "barker" for the amusement-park
show, understand this principle in human nature, and appeal largely to it. They
will blindfold a boy or girl, or will make strange motions or sounds, in order
to arouse the curiosity of the crowd and to cause them to gather around—all
this before the actual appeal to interest is made. In some buyers Curiosity
precedes Associated Interest—the
interest in the unknown and novel precedes the practical interest. In others
the Associated Interest—the practical interest inspired by experience and
association—precedes Curiosity, the latter manifesting simply as
inquisitiveness regarding the details of the object which has aroused
Associated Interest. In other cases, Curiosity and Associated Interest are so
blended and shaded into each other that they act almost as one and
simultaneously. On the whole, though, Curiosity is more elemental and crude
than Associated Interest, and may readily be distinguished in the majority of
cases.
IV. Associated
Interest. This mental state is a higher form of interest than
Curiosity. It is a practical interest in things relating to one's interests in
life, his weal or woe, loves or hates, instead of being the mere interest in
novelty of Curiosity. It is an acquired trait, while Curiosity is practically
an instinctive trait. Acquired Interest develops with character, occupation,
and education, while Curiosity manifests strongly in the very beginnings of
character, and before education. Acquired Interest is manifested more
strongly in the man of affairs, education and experience, while Curiosity has
its fullest flower in the monkey, savage, young child and uncultured adult.
Recognizing the relation between the two, it may be said that Curiosity is the
root, and Associated Interest the flower.
Associated
Interest depends largely upon the principle of Association or Apperception, the
latter being defined as "that mental process by which the perceptions or
ideas are brought into relation to our previous ideas and feelings, and thus
are given a new clearness, meaning and application." Apperception is the
mental process by which objects and ideas presented to us are perceived and
thought of by us in the light of our past experience, temperament, tastes,
likes and dislikes, occupation, interest, prejudices, etc., instead of as they
actually are. We see everything through the colored glasses of our own
personality and character. Halleck says of Apperception: "A woman may
apperceive a passing bird as an ornament to her bonnet; a fruit grower, as an
insect killer; a poet, as a songster; an artist, as a fine bit of coloring
and form. The housewife may apperceive old rags as something to be thrown away;
a ragpicker, as something to be gathered up. A carpenter, a botanist, an
ornithologist, a hunter, and a geologist walking through a forest would not see
the same things." The familiar tale of the text-books illustrates this
principle. It relates that a boy climbed up a tree in a forest and watched the
passers-by, and listened to their conversation. The first man said: "What
a fine stick of timber that tree would make." The boy answered: "Good
morning, Mr. Carpenter." The second man said: "That is fine
bark." The boy answered: "Good morning, Mr. Tanner." The third
man said: "I'll bet there's squirrels in that tree." The boy
answered: "Good morning, Mr. Hunter." Each and every one of the men
saw the tree in the light of his personal Apperception or Associated Interest.
Psychologists
designate by the term "the apperceptive mass" the accumulated
previous experiences, prejudices, temperament, inclination and desires which
serve to modify the new perception or idea. The "apperceptive
mass" is really the "character" or "human nature" of
the individual. It necessarily differs in each individual, by reason of the
great variety of experiences, temperament, education, etc., among individuals.
Upon a man's "apperceptive mass," or character, depends the nature
and degree of his interest, and the objects which serve to inspire and excite
it.
It
follows then that in order to arouse, induce and hold this Associated Interest
of the prospect, the Salesman must present things, ideas or suggestions which
will appeal directly to the imagination and feelings of the man before him, and
which are associated with his desires, thoughts and habits. If we may be
pardoned for the circular definition we would say that one's Associated
Interest is aroused only by interesting things; and that the interesting things
are those things which concern his interests. A man's interests always interest
him—and his interests are usually those things which concern his advantage,
success, personal well-being—in short his pocketbook, social position,
hobbies, tastes, and satisfaction of his desires. Therefore the Salesman
who can throw the mental spot-light on these interesting things, may secure and
hold one's Associated Interest. Hence the psychology of the repeated statement:
"I can save you money;" "I can increase your sales;"
"I can reduce your expenses;" "I have something very
choice;" or "I can give you a special advantage," etc.
It
may as well be conceded that business interest is selfish interest, and not
altruistic. In order to interest a man in a business proposition he must be
shown how it will benefit him in some way. He is not running a philanthropic
institution, or a Salesman's Relief Fund, nor is he in business for his
health—he is there to make money, and in order to interest him you must show
him something to his advantage. And the first appeal of Associated Interest is
to his feeling of Self Interest. It must be in the nature of the mention of
"rats!" to a terrier, or "candy!" to a child. It must
awaken pleasant associations in his mind, and pleasing images in his memory. If
this effect is produced, he can be speedily moved to the succeeding phases of
Imagination and Inclination. As Halleck says: "All feeling tends to excite
desire. * * * A representative image of the thing desired is the necessary
antecedent to desire. If the child had never seen or heard of peaches he
would have no desire for them." And, following this same figure, we may
say that if the child has a taste for peaches he will be interested in
the idea of peaches. And so when you say "peaches!" to him you have
his Associated Interest, which will result in a mental image of the fruit
followed by a desire to possess it, and he will listen to your
talk regarding the subject of "peaches."
The
following are the general psychological rules regarding Associated Interests:
I.
Associated Interest attaches only to interesting things—that is to things
associated with one's general desires and ideas.
II.
Associated Interest will decline in force and effect unless some new attributes
or features are presented—it requires variety in presentation of its object.
Macbain
says: "One of the old time salesmen who used to sell the trade in the
Middle West, beginning some thirty years ago, and following that vocation for
several decades, used as his motto, 'I am here to do you good.' He did not make
his statement general, either, in telling his customers how he could do it. He
got right down to the vital affairs which touched his customers. He
demonstrated it to them, and this personal demonstration is the kind that makes
the sales."
Remember,
always, that the phase of Associated Interest in a purchase is not the same as
the phase of Demonstration and Proof. It is the "warming up" process,
preceding the actual selling talk. It is the stage of "thawing out"
the prospect and melting the icy covering of prejudice, caution and reluctance
which encases him. Warm up your prospect by general statements of
Associated Interest, and blow the coals by positive, brief, pointed confident
statements of the good things you have in store for him. And, finally, remember
that the sole purpose of your efforts at this state is to arouse in him the
mental state of INTERESTED EXPECTANT ATTENTION! Keep blowing away at this
spark until you obtain the blaze of Imagination and the heat of Desire.
V. Consideration. This
mental state is defined as: "An examination, inquiry, or investigation
into anything." It is the stage following Curiosity and Associated
Interest, and tends toward an inquiry into the thing which has excited these
feelings. Consideration, of course, must be preceded and accompanied by Interest.
It calls for the phase of Attention excited by feeling, but a degree of
voluntary attention is also manifested therewith. It is the "I think I
will look into this matter" stage of the mental process of purchase. It is
usually evidenced by a disposition to ask questions regarding the proposition,
and to "see what there is to it, anyway." In Salesmanship, this stage
of Consideration marks the passing from the stage of Approach on the Salesman's
part, to that of the Demonstration. It marks the passage from Passive Interest
to Active Interest—from the stage of being "merely interested" in a
thing, to that of "interested investigation." Here is where the real
selling work of the salesman begins. Here is where he begins to describe
his proposition in detail, laying stress upon its desirable points. In the case
of an advertisement, or a window display, the mental operation goes on in the
buyer's mind in the same way, but without the assistance of the salesman. The
"selling talk" of the advertisement must be stated or suggested by
its text. If the Consideration is favorable and reveals sufficiently strong
attractive qualities in the proposition or article, the mind of the buyer
passes on to the next stage of the process which is known as:
VI. Imagination. This
mental state is defined as: "The exercise of that power or faculty of the
mind by which it conceives and forms ideal pictures of things communicated to
it by the organs of sense." In the mental process of a purchase, the
faculty of imagination takes up the idea of the object in which the Associated
Interest has been aroused, and which has been made the subject of
Consideration, and endeavors to picture the object in use and being employed in
different ways, or as in possession of the buyer. One must use his imagination
in order to realize what good a thing will be to him; how he may use it;
how it will look; how it will sell; how it will serve its purpose; how it will
"work out" or "make good" when purchased. A woman gazing at
a hat will use her imagination to picture how she will look in it. The man
looking at the book will use his imagination in picturing its uses and the
pleasure to be derived therefrom. The business man will use his imagination to
picture the probable sale of the goods, their display, their adaptability to
his trade, etc. Another will picture himself enjoying the gains from his
purchase. Imagination plays an important part in the psychology of the sale. It
is the direct inciter of desire and inclination. The successful salesman realizes
this, and feeds the flame of the imagination with the oil of Suggestion. In
fact, Suggestion receives its power through the Imagination. The Imagination is
the channel through which Suggestion reaches the mind. Salesmen and ad. writers
strive to arouse the imagination of their prospective customers by clever
word-painting. The Imagination is the "direct wire" to Desire. From
Imagination it is a short step to the next mental stage which is called:
VII. Inclination. This
mental state is defined as: "A leaning or bent of the mind or will;
desire; propensity." It is the "want to" feeling. It is the
mental state of which Desire is an advanced stage. Inclination has many
degrees. From a faint inclination or bent in a certain direction, it rises in
the scale until it becomes an imperious demand, brooking no obstacle or
hindrance. Many terms are employed to designate the various stages of
Inclination, as for instance: Desire, wish, want, need, inclination, leaning,
bent, predilection, propensity, penchant, liking, love, fondness, relish,
longing, hankering, aspiration, ambition, appetite, hunger, passion, craving,
lust, etc.
Desire
is a strange mental quality, and one very difficult to define strictly. It is
linked with feeling on one side, and with will on the other. Feeling rises to
desire, and desire rises to the phase of will and endeavors to express itself
in action. Halleck says of Desire: "It has for its object something
which will bring pleasure or get rid of pain, immediate or remote, for the
individual or for some one in whom he is interested. Aversion, or a striving to
get away from something, is merely the negative aspect of desire."
Inclination in its various stages is aroused through the appeals to the
feelings through the imagination. The feelings related to the several faculties
are excited into action by a direct appeal to them through the imagination, and
inclination or desired results. Appeal to Acquisitiveness will result in a
feeling which will rise to inclination and desire for gain. Appeal to Approbativeness
will act likewise in its own field. And so on through the list, each
well-developed faculty being excited to feeling by the appropriate appeal
through the imagination, and thus giving rise to Inclination which in turn
strives to express itself in action through the will.
In
short, every man is a bundle of general desires, the nature and extent of which
are indicated by his several faculties, and which result from heredity,
environment, training, experience, etc. These desires may be excited toward a
definite object by the proper emotional appeal through the imagination,
and by suggestion. Desire must be created or aroused
before action can be had, or the will manifest in action. For, at the last, we
do things only because we "want to," directly or indirectly.
Therefore, the important aim of the Salesman is to make his prospect "want
to." And in order to make him "want to" he must make him see
that his proposition is calculated to "bring pleasure, or get rid of pain,
immediate or remote, for the individual or for someone else in whom he is
interested." In business, the words "profit and loss" may be
substituted for "pleasure and pain," although really, they are but
forms of the latter. But even when the prospect is brought to the stage of
strong inclination or desire, he does not always move to gratify the same. Why
is this? What other mental process interferes? Let us see as we pass on to the
next stage of the purchase, known as:
VIII. Deliberation. This
mental state is defined as: "The act of deliberating and weighing facts
and arguments in the mind, calmly and carefully." Here is manifested the
action of thought and reason—the mental process of weighing and balancing
facts, feelings, and inclinations. For it is not only facts and proofs which
are weighed in the mental balance, but also feelings, desires, and fears. Pure
logical reasoning inclines to strict logical processes based upon irrefragible
facts, it is true—but there is but little pure logical reasoning. The majority
of people are governed more by their feelings and inclinations—their loves and
their fears—than by logic. It has been said: "People seek not reasons,
but excuses for following their feelings." The real
deliberation, in the majority of cases, is the weighing of probable advantages
and disadvantages—of various likes and dislikes—of hopes and fears.
It
is said that our minds are controlled by motives—and the strongest
motive wins. We often find that when we think we desire a thing ardently, we
then find that we also like something else better, or perhaps fear something
else more than we desire the first thing. In such case, the strongest or most
pressing feeling wins the day. The faculties here exert their different
influences. Caution opposes Acquisitiveness. Acquisitiveness opposes Conscientiousness.
Fear opposes Firmness. And so on. The deliberation is not only the
weighing of facts, but also the weighing of feelings.
The
process of Deliberation—the weighing of desires—the play and counterplay of
motives—is well illustrated by a scene in a classical French comedy.
"Jeppe," one of the characters, has been given money by his wife to
buy her a cake of soap. He prefers to buy a drink with the coin, for his
inclinations tend in that direction. But he knows that his wife will beat him
if he so squanders the money. He deliberates over the pleasure to be derived
from the drink, and the pain which would arise from the beating. "My
stomach says drink—my back says soap," says Jeppe. He deliberates further.
Then: "My stomach says Yes! My back says No!" cries the poor wight.
The conflict between back and stomach rages still more fiercely. Then comes the
deciding point: "Is not my stomach more to me than my back? Sure, it is! I
say Yes!" cries Jeppe. And away to the tavern he marches. It
has been remarked that if the active suggestion of the distant sight of his
wife armed with the cudgel, had been added to the situation, Jeppe would
have bought the soap. Or, if the tavern had not been so handy, the result might
have been different. Sometimes a mental straw tips the scale. The above
illustration contains the entire philosophy of the action of the mind in the
process of Deliberation. The salesman will do well to remember it.
Halleck
thus well states the immediate and remote factors in choice: "The immediate
factors are * * * (1) a preceding process of desire; (2) the presence in
consciousness of more than one represented object or end, to offer an
alternative course of action; (3) deliberation concerning the respective merits
of these objects; (4) the voluntary fiat of decision, which seems to embody
most the very essence of will. The remote factors are extremely difficult to
select. The sum total of the man is felt more in choice than anywhere else. * *
* Before a second person could approximate the outcome, he would have to know
certain remote factors, the principal being: (1) heredity; (2) environment; (3)
education; (4) individual peculiarities." This eminent authority might
well have added an additional element—a most important one—as follows: (5)
SUGGESTION.
The
Salesman watching carefully the shifting scale of Deliberation, injects a
telling argument or suggestion into the scale, which gives weight to his side
at a critical stage. He does this in many ways. He may neutralize an objection
by a counter-fact. He adds another proof or fact here—a little more desire and
feeling there, until he brings down the scale to a decision. It must be
remembered that this Deliberation is not regarding the
desirability of the proposition—the prospect has admitted his desire, either
directly or indirectly, and is now engaged in trying to justify his desire by
reason and expediency. He is seeking for reasons or "excuses" to back
up his desire, or perhaps, is endeavoring to strike a balance of his
conflicting desires and feelings. His mental debate is not over the question of
desiring the goods, but over the expediency and probable result of buying them.
It is the "to buy or not to buy" stage. This is a delicate part of
the process of the purchase, and many prospects act like "see-saws"
during the process. The clever Salesman must be ready with the right argument
at the right place. To him this is the Argumentive Stage. Finally, if the
Salesman's efforts are successful, the balance drops, and the process passes to
the next stage, known as—
IX. Decision. This
mental stage is defined as: "The mental act of deciding, determining, or
settling any point, question, difference, or contest." It is the act of
the will, settling the dispute between the warring faculties,
feelings, ideas, desires and fears. It is will acting upon reason, or (alas!
too often, upon mere feeling). Without entering into a metaphysical discussion,
let us remind you that the practical psychology of the day holds that "the
strongest motive at the moment wins the choice." This
strongest motive may be of reason or of feeling; conscious or unconscious;
but strongest at that moment it must be, or it would not win.
And this strongest motive is strongest merely because of our character or
"nature" as manifested at that particular moment, in that particular
environment, under the particular circumstances, and subject to the particular
suggestions. The choice depends more upon association than we generally
realize, and association is awakened by suggestion. As Halleck says: "It
is not the business of the psychologist to state what power the association of
ideas ought to have. It is for him to ascertain what power it does have."
And as Ziehen says: "We cannot think as we will, but we must think just as
those associations which happen to be present prescribe." This being the
case, the Salesman must realize that the Decision is based always upon (1) the
mental states of the man at that moment; plus (2) the added motives supplied by
the Salesman. It is "up to" the Salesman to supply those motives,
whether they be facts, proofs, appeals to reason, or excitement of feeling.
Hope, fear, like, dislike—these are the potent motives in most cases. In
business, these things are known as "profit or loss." All the
faculties of the mind supply motives which aroused may be thrown into the
balance affecting decision. This is what argument, demonstration and appeal
seek to do—supply motives.
(Note:—It
might naturally be supposed that when the final stage of Decision has been
reached, the mental process of purchase is at an end. But, not so. Will has
three phases: Desire, Decision, and Action. We have passed through the first
two, but Action still is unperformed. A familiar example is that of the man in
bed in the morning. He ponders over the question of rising, and finally decides
to get up. But action does not necessarily result. The trigger of Action has
not been pulled, and the spring released. So thus we have another mental state,
known as:—)
X. Action. This
mental state is defined as: "Volition carried into effect." Mill
says: "Now what is an action? Not one, but a series of two things: the
state of mind called a volition, followed by an effect. The volition or
intention to produce the effect is one thing; the effect produced in consequence
of the intention is another thing; the two together constitute the
action." Halleck says: "For a completed act of will, there must be
action along the line of the decision. Many a decision has not aroused the
motor centers to action, nor quickened the attention, for any length of
time. There are persons who can frame a dozen decisions in the course of a
morning, and never carry out one of them. Sitting in a comfortable chair, it
may take one but a very short time to form a decision that will require months
of hard work. * * * Some persons can never seem to understand that resolving to
do a thing is not the same as doing it. * * * There may be desire,
deliberation, and decision; but if these do not result in action along the
indicated line, the process of will is practically incomplete." Many a
person decides to do a thing but lacks the something necessary to release the
motive impulses. They tend to procrastinate, and delay the final act. These
people are sources of great care and work to the Salesman. Some men can get
their prospects to the deciding point, but fail to get them to act. Others seem
specially adapted to "closing" these cases. It requires a peculiar
knack to "close"—the effort is entirely psychological. We shall
consider it in a subsequent chapter under the head of "Closing." To
be a good "closer" is the ambition of every Salesman, for it is the
best paid branch of his profession. It depends largely upon the scientific
application of suggestion. To lead a prospect to Action, is to pull the trigger
of his will. To this end all the previous work has been directed. Its
psychology is subtle. What makes you finally get out of bed in the morning,
after having "decided to" several times without resulting action? To
understand this, is to understand the process of the final Action in the mind
of the buyer. Is it not worth learning?
In
the succeeding chapters we shall consider the several stages of the
"Salesman's Progress" toward a sale—the Approach, the Demonstration,
and the Closing. In these stages of the Salesman, we shall see the action and
reaction upon the Mind of the Buyer, along the lines of the Psychology of the
Purchase. In the Sale-Purchase the minds of the Salesman and the Buyer meet.
The result is the Signed Order. The psychological process of the Sale is akin
to the progress of a game of chess or checkers. And neither is the result of
chance—well defined principles underlie each, and established methods are laid
down for the student.
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