services at _his_
valuation, for he is certain to under-estimate you. _Sell_ him true
ideas of your merits. Set a fair price on your _worth_, and _get_ across
to his mind the true idea that you would be worth that much _to him_.
Such skillful salesmanship used by an applicant for a position can be
depended on to make the best possible impression of his desirability;
just as the practiced art of the professional salesman enables him to
present the qualities and values of his goods in the most favorable
light. The _masterly selling process_ is not very difficult to learn.
Proficiency in its use can be gained gradually by any one who practices
consciously every day the actual sale of ideas in the artistic way.

[Sidenote: Knowledge of Salesmanship Develops Confidence]

As was stated in the Introduction to this book, it has been proved
conclusively in business that particular principles and methods of
selling are certain to produce the highest average of closed orders. In
other words, success for the professional salesman is _assured_ if he
develops certain qualifications, and if he does certain things; all
within the capacity of any normal, intelligent man. Scientific sales
executives know positively, as the result of comparative tests, that the
salesman who develops these personal qualifications, and who does these
things, should get his quota of business and hold it. Hence, as has been
said, specific training is given in the sales schools of the most
successful businesses, along the lines of best selling practice.

[Sidenote: Practical Principles]

When the individual salesman who has been so trained commences work in
his territory, he learns in his experiences with buyers that the
principles and methods he has been taught are actually _most effective_.
Assuming that he has developed his _best capabilities_ pretty fully, and
that he has become fairly _skillful_ in using what he knows about how to
sell his line, he works with continually growing confidence that he will
succeed. Why