become
natural.

[Sidenote: Making Success Easy]

The _skillful_ sale of ideas is accomplished _without waste of time or
energy in the selling process_. The unskillful, would-be salesman not
only fritters away his own time and effort, he also wastes the patience
and power of the man to whom he wants to sell his "goods." The sales
artist, however, gets his ideas into the mind of a prospect _quickly_,
with the least possible _wear and tear_ on either party to the sale. No
one appreciates a fine salesman so thoroughly as the best buyer. Skill
in selling true ideas about your particular qualifications will not only
_assure_ your success, but will make it _easy_ for you to succeed.

[Sidenote: Docking Your Sales-man-ship]

The skillful salesman is the captain of his own sales-man-ship. But in
order to make certain of landing his cargo of right impressions he takes
aboard the pilot Science to begin with, and then concentrates on four
factors of the art of selling ideas:

First, _discovering and traversing_ the best channel into the prospect's
mind;

Second, _locating the particular point of interest_ upon which the
salesman's cargo can be most effectively unloaded;

Third, _maneuvering alongside_ this center of the buyer's interest;

Fourth, _securely tying to_ the interest pier so that the shipload of
ideas may be fully discharged.

The primary aim of the skillful salesman _when making port_ is to get
safely to the right landing place as soon as possible and with the least
danger of failure in his _ultimate purpose_ of completing the sale. At
this initial stage of the selling process, however, he concentrates his
thoughts on the _skillful docking_ of his sales-man-ship. The _nature of
the cargo_ a sailor ship captain brings to port has little or nothing to
do with the art of reaching and tying up to the pier. Similarly,
whatever his "goods of sale," the skillful _salesman_ uses the same
principles and methods to dock his salesman-shipload of ideas most
effectively in the harbo