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THE MASTER SALESMAN: 118 total pages.

"The salesman selling a small inexpensive article sells it as a rule on a line of quick `patter'; nor, under such con­ditions, is a salesman of heavy caliber required. The sales-man selling an expensive article (or service), however, cannot be a `lightweight'; he requires an extensive interview to make his sale. "The psychical parallels the physical. Small operations require relatively small preparations; large operations require relatively large preparations. It requires a great deal of time and a great deal of expenditure even to prepare the ways upon which a battleship is built. [7] PRINTED SALESMANSHIP "As the salesman for an expensive article or service (pianos, life insurance, investments, etc., are cited by way of illustra­tion) knows he must get the time necessary to make his sale, so the writer-salesman knows he must get the space; both realize it is a matter of words. The salesman, given time, can utter those words - the writer-salesman, given space, can write them. " Deprive the salesman of time and you cripple him. Deprive the writer-salesman of space and you cripple him."

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