e confidence every day. _His_ methods, applied to the marketing
of _your_ goods of sale, will work such wonders for you that you soon
should build up self-confidence equal to the matter-of-fact assurance of
the master salesman of clothing, insurance, and other _materials_ of
sale. He _knows_ when he begins a season or starts on a trip that he
will make a good batting average.

[Sidenote: Desired Results In Selling]

Comprehend, further, exactly what _results_ are desired by the skilled
salesman whose work is based on scientific principles.

The _immediate_ results desired are:

First, _confidence_;

Second, _acceptance_ of the ideas brought by the salesman.

One who is unfamiliar with the scientific principles underlying the
skillful practice of the right selling process is unlikely to realize
that the _first_ sales effort should be concentrated on _winning the
prospective buyer's confidence in the salesman and in the goods of
sale_. Failures in selling are often due to the fault of the salesman
who works primarily for but the _second_ of the immediate results to be
desired; the acceptance of his proposition--the acceptance of his
personal capabilities and services, for instance. He neglects, as a
_preliminary_ to securing acceptance, to gain the _confidence_ of the
other man. When you undertake to sell your particular good qualities and
your services to a prospective employer, do not make the mistake in
salesmanship of omitting the process of first winning his _belief_ in
you.

[Sidenote: Repeat Sales]

Besides the two _immediate_ results desired by the skillful salesman,
there is a _permanent_ result to be worked for--an enduring consequence
desired from the present gains made. That permanent result wanted is
_the opening of other opportunities for future sales_.

_Complete success in life_ is not assured when the _original_ sale of
one's best capabilities is closed successfully. Gaining the _initial_
desired chance does not make it certain that one will succeed in his