nces, stability, self-control, determination, tact, diplomacy,
and good judgment.

Does this seem like a long list of difficult accomplishments? Examine
the items, and realize how easy it is to develop these mental qualities
of masterly sales_man_ship.

Perception is simply looking at things with your mind as well as with
your eyes.

Alertness is no more than mental sharp ears.

Accuracy results from taking pains to be right.

Punctuality is a habit of mind that anyone can develop.

Memory is acquired by practice in remembering things.

You use _some_ imagination every day--use _all_ your imaginative power.

Likewise you occasionally concentrate your thoughts. More exercise in
concentration will develop this mental characteristic.

You adapt yourself to circumstances when necessary, or when you choose.
You can train yourself so that you will be prepared to meet anything
that may happen.

You have a degree of stability of character, otherwise you never would
accomplish anything. Increase your steadfastness by sticking to more
purposes.

Similarly determination, self-control, tact, diplomacy, and good
judgment are merely the natural results of _continual practice_ to
develop these mental qualities.

[Sidenote: Emotional Qualities]

The principal _emotional_ or _heart_ qualities required in masterly
selling are ambition, hopefulness, optimism, enthusiasm, cheerfulness,
self-confidence, courage, persistence, patience, earnestness, sympathy,
frankness, expressiveness, humor, loyalty, and love of others. Think of
these one by one, and realize how many of them you already possess to a
considerable degree.

You may not be optimistic; perhaps you lack self-confidence, or maybe
you are wanting in courage. But with the possible exception of these
three "heart" qualities of the master salesman, you are not deficient
now in the emotional essentials of successful salesmanship. You need
only a _higher degree_ of each.

Develop all your capability in the other qualities, and you