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THE MASTER SALESMAN: 118 total pages.

of Beaconsfield. B UT when space is cut to the bone, what happens? Selling force, or salesmanship, is also cut to the bone, for the simple reason that it has not the necessary room in which to function. In "THE BOOKLET - KING OF SALES MEDIA" the writer has explained the absolute necessity of room in relation to selling. I quote from that in part: "Now let us consider what the intellect has to do in sell­ing; the Writer-salesman has to create four moods or condi­tions of mind in his `prospect.' He has first to command his ATTENTION, then hold his INTEREST, then stimulate his DESIRE, and, finally, compel him to ACTION. "This may be done in comparatively small space on a small, insignificant sale because the prospect or buyer does not find the necessity for the habitual resistance and caution he opposes as friction to a larger purchase. "As the cost rises buyers' resistance and caution rise; rival offers are carefully examined; investigations are made; coun­sel sought; prices and qualities compared; claims analyzed, etc., etc., and selling becomes a scientific task.

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