Two-part Process of Getting Yourself Wanted
There are two parts to the process. First, you must show the prospect what he lacks; that in his business there is an unoccupied opportunity for such services as you believe you are capable of rendering to his benefit and satisfaction. Second, you need to picture yourself filling the place and giving the service; to show him imaginatively your qualifications at work in his business.
Sincerity Of Service Purpose
Of course it is primarily necessary that you believe in your own capability, and in the value to the other man of the qualities you have brought to him for sale. Unless you have this feeling yourself, you will not be likely to draw out his reciprocating desire for your services. You are not dealing now with his mind. Desire proceeds from the heart. It is emotional, not mental. The least suspicion of your insincerity would check your prospect's feeling that he wants you as an employee. You must feel that you have come with a purpose of genuine service, and you must draw out his similar feeling.
When you knocked at the door of your prospect's mind, and when you sought to induce his welcome for your ideas, your object was to get him to take your thoughts into his head. The line of action is reversed at the desire stage of the selling process. Until now you have been the moving party. You have been getting yourself and your ideas into his consciousness. But while attention and interest are receptive processes, the emotion of genuine desire starts with an outward moving impulse from the prospect. It isn't enough that he open his heart and let you enter, as he has admitted your ideas to his mind. If he really wants you, his feeling of desire will come out after you.
Service Value is Appreciated
You have revealed to your prospect a lack in his business, and have pictured yourself filling it to his satisfaction. You have done him a double service. It is human nature to appreciate such a genuine service, and to want more like it. The first service is accepted with appreciation, but when the square man wants more he makes a move to get it, and expects to pay for it. As soon as you have shown the lack and your ability to fill it, and have pictured yourself "on the job," it will be natural for your prospect to want you there in fact.
The colored porter who washed the windows and scrubbed floors in the general offices of a manufacturing corporation was ambitious to rise in the social scale and to earn a larger salary. One evening he went to the private office of the president, and presented for sale an idea of his capability for a different job.
Official Welcomer Wanted