The Psychology of a Sale Practical Application of Psychological Principles to T
The Psychology of a Sale Practical Application of Psychological Principles to T
Charles Harcourt Ainslie Forbes Lindsay
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Now let us summarize. Having by the excitement of Curiosity or Associated In- terest secured an interview, you must pro- ceed to create direct Interest in your propo- sition and develop that Interest into Desire for the policy which you are offering. You must make a clear presentation of the con- tract. You should endeavor by suggestion and the operation of associated ideas to in- duce your Prospect to evolve in his mind and to express some of the features and ad- vantages of the policy. You mu...st bring his mind into co-operation with your own. And you must control the interview. 34 SIX THE CANVASS We are now going to consider the Can- vass, or actual sale. Someone has said that "a sale resembles chimney-building in that it takes more time for preliminary scaffold-making than it does to build the permanent structure, once the scaffold is made. " As a preparation for this stage of your effort you should be in possession of all the obtainable information regarding your Prospect and you should have made a care- ful rehearsal of your Canvass.
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