After distinguishing the nature of the sources that control
the prospect’s acts to buy, you must uncover the situations
that prompt them. The first source that motivates a man to
buy is interest. Man has many interests, but sift them all
down and you find that he has three main interests in life.
On these three interests are based most of his reasons for
buying:

First: The first interest in a prospect’s life is his family.
He buys things to aid them and to give them comfort and
good living.

Second: The second interest in a prospect’s life is his vo-
cation or business. He buys things to resell, things to use in
his own operations, or things that help him to be more ef-
ficient in his activities.

Third: The third interest of a prospect is to add comfort
and pleasure to himself and to satisfy his own personal
wants.

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The laws of the universe are abstract until we begin to
understand their principles and discover that these scientific
laws are as close to us as our elbows. According to scientific
theories, the universe is held together by the Law of Attrac-
tion. In physics you were taught that the Law of Attraction
is a force acting mutually between particles of matter, tend-
ing to draw them together.

A Law of Attraction also operates in selling. It is the for-
mula, the process, the method, the plan, and the act you
employ to attract the prospect. The more you know about
the prospect and the situations that control his acts, the more
quickly you can attract him. Attracting the prospect calls
for a combination of science and art. Science instructs us
what to do. Art teaches us how to do it. Through observa-
tion, experience, reflection, and reasoning you can analyze
the prospect. You can uncover the reasons that influence
and motivate him to act.

Prospects are governed and motivated to action by ideas.
Compounding ideas into a scientific Sales Plan and present-
ing them in logical sequence stimulates reaction and leads
to quick results. Human nature is fundamental. You can be
fairly certain what reaction you will get from people when
you present them with a certain definite idea. A positive idea
in action always produces a reaction. This reaction will be
favorable if the plan to convey the idea is scientifically pre-
pared.

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