“One class is ruled chiefly by reason, the other by impulses—emotion—prejudices—enthusiasm—likes and dislikes.
“The first class can be convinced only by hard matter-of-fact, mathematical arguments—the kind of evidence that will pass a judge in court. The minds of these men are clear, cold, logic engines. They are impressed only by facts and figures, and will do no business with salesmen who offer them anything else.
“The other class—of impulsive or emotional men—is amenable to heart sway persuasion.
“You will not find it so necessary to convince their reasons. Give them the best evidence you have, but mix it with something more.
“Be careful of their prejudices, watch out for the revelation of their likes and dislikes, discover their enthusiasm, suit yourself to their moods.
“Sooner or later, if you know your business, you will uncover the vulnerable spot in an emotional man and he is yours. Strike him with the right kind of persuasion and you can walk out with his order.
“Study your prospects. Learn to read the book of human nature. The formulas for success in selling are written on its pages.”
Don’t be a slave of precedent. It is an enemy of progress. Know the technique of salesmanship, but don’t be its slave. Study men at the top and then ask yourself, “Why can’t I do what they have done?” Resolve not to be a little fellow.