(3) Your appeal can hit the senses of your prospect more insistently than the other. If the phonograph music proves very attractive to him, you will need to keep hammering at him with forceful changes of voice, with gestures, by touching him, or by doing something else to make his attention to the music "let go."
Summary
To summarize the most effective method of gaining attention—hit each sense to which you appeal as strongly as you can, without making a disagreeable impression, strike as many senses as possible, and keep on using your sense-hitting device as long as necessary to get or to recover exclusive favorable attention.
Many a man has gained success because he first gained attention. He stood out from the crowd, or was able to make his qualities noticeable. When one is fully qualified for success, he may need only to attract attention to his capabilities; then he is likely to be given the chance he wants.
"I'm Not Interested"
Often, however, the salesman is discomfited after he gains attention. The prospect halts the selling process by declaring, "I'm not interested." Suppose you are able to compel your prospective employer to notice you favorably, but he balks there and shows no inclination to buy your services. He has listened attentively to all you have said. He has concentrated his mind upon you, and has not wandered in thought to other subjects. Yet you perceive that he is inclined to put you off or to turn you down. Evidently, in order to prevent such a contretemps, you need to resort now to a different selling step, which you have not taken previously.
It is necessary that you have at your command a way to induce interest. This interest-inducing means must be as sure in its effects as the sense-hitting method of compelling attention. Otherwise you could not be certain of success with the selling process. If the effectiveness of every step cannot be assured in advance, you will not rely confidently on salesmanship to achieve your ambition.
Discriminate Between Attention And Interest
Probably you have never worked out in your mind exactly the reasons why you are interested in particular things and in certain people. Let us make an analysis. Your attention might be attracted so strongly to a vicious criminal that for the time being you could think of no one else. Yet his fate might be a matter of such indifference to you that you would have absolutely no interest in the man. But suppose you should see in his face, or in an expression of his eyes, something that haunted your memory appealingly. It would induce you to read the newspaper accounts of his trial. You would feel a little sorry for him, on learning that he had been sentenced to a long term in prison. Very likely you would say to yourself, "I suppose he is a mighty tough character, but I believe there is something in him that isn't altogether bad." Your intuition would tell you he possessed undefined traits that you like. In your own liking for these characteristics that you vaguely discerned in him when you saw him, is the key to the interest he induced.
What and Whom We Like