In analyzing the prospect, we find his acts to buy are con-
trolled by three sources. So important are these three sources
that I again enumerate them. By all means, initiate them
into your activities and appropriate them to your use.

First: The prospect has a desire, and a desire is an unfilled
want, seeking satisfaction.

Second: The prospect has a urge, and the urge stimulates
and incites him to buy;

Third: The prospect has a reason, and the reason is based
on definite knowledge of an established need.

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