The Law of Attraction is very plainly expressed in the
Bible. It reads: “To him that hath shall be given, and from
him that hath not shall be taken away, even that which he
hath.” As applied to attracting the prospect, this simply
means that if you have the thoughts and ideas to attract him,
and give them out, then you attract other things to you, and
therefore more things shall be given unto you. On the other
hand, if you do not make use of the thoughts and ideas you
now have, then even that which you already have shall be
taken away. It merely expresses the inexorable and immu-
table law that you have to give in order to get.

In selling you have only one thing to give, and that is
your ability, intelligently reviewed and appraised, and con-
veyed to others through a system or a plan of action. Your
ability can be expressed through a Sales Plan. You can
create this plan in a haphazard, hit-or-miss way, or you can
create it in a scientifically planned way. To attract a pros-
pect and to create a sale, the latter is imperative. The per-
fection of selling starts with you. How high do you register
in the scale of perfection? What are you doing to improve
your efficiency? Have you learned to harness all your forces
and concentrate them on the job of selling? Have you ac-
quired the knowledge and skill to do the greatest amount of
work with the least possible amount of effort in the shortest
period of time? Can you get maximum results with minimum
effort? Are your thoughts liquid? Can you adjust yourself
quickly? Have you the power of adaptability? Can you apply
common sense? Do you assume the role of self-importance
when shouldered with the responsibility of serving others?

Does your expert knowledge and keen sales ability lose its
charm and savor at the expense of impudence and arro-
gance? Do you use your head for other things as well as a
place to hang your hat? Always remember that if the product
or service could talk and reveal its qualities, services, merits,
usefulness, and its benefits and advantages to the prospect,
the power of creative selling would be unessential and your
services as a salesman would no longer be needed. However,
since the product or service cannot do this, it is your job to
do it effectively. This requires positive thinking, creative
planning, and dynamic action.

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In making an analysis of these causes and interests, we
discover that they may be influenced by certain advantages
and the effect they have on the life of the prospect:

First: The first advantage that the prospect desires is hap-
piness or peace of mind. The prospect derives great satisfac-
tion from what he buys. His purchases buoy him up. He
feels that he is really doing something worth while.

Second: The second advantage the prospect desires is the
gain of health. He places a great value on this because it is
his greatest and most important asset, and he will buy almost
anything if he is convinced that it will improve and safe-
guard his own health or his family’s.

Third: The third advantage he desires is a gain of money
or wealth. The prospect realizes that it is necessary to spend
money to earn money. Therefore, he will buy those things
on which he can make money or those that he can resell and
make a profit.

Thus you have a direct road to the prospect’s interest, a
direct road to the sources of his decision to buy, and a road
map of the advantages by which you can attract him. You
have a psychological background. This is the foundation on
which to create a scientific sales presentation. With this
scientific knowledge and information about the prospect,
you can create thoughts and ideas from within that will at-
tract him, and, by gaining his confidence, you can sell him
your particular product. Thoughts about the thing you want
to sell, built around his interests, his needs, and his wants,
and believed in by you, will convince him to buy.

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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.

Image by aflcio2008 via Flickr

Creative selling is an individual accomplishment. It em-
braces you and the power within you to think and create.
These qualities and attributes are individual, and no one
but you can develop them. Cut loose and free yourself from
all negative thinking, from all petty restrictions and all
pygmy notions and all corroded resistance.

Negative thinking retards you and holds you back. Open up
the channel to positive thinking, and let the creative power
flow through.

Cast out all your doubts and uncertainties. They are of no
value. Turn the power and dominion of positive thoughts on
all your doubts, worries, and dreads. Start to develop the
power of creative selling, and expect nothing but results.

Rejoice and be glad that you have the ability as well as the
opportunity to sell. It will be a thrilling experience to sell
and serve. You will find that you feel like a new person.
You will feel like starting anew every morning. What seemed
a burden and a task will became an interesting and profit-
able adventure.

In the attributes of latent ability and creative power the
men and women who sell have undeveloped resources to
make the economy of this nation hum with unlimited pros-
perity, spin with increasing activity, and furnish more of
the good things of life to a greater number of people for
many, many years to come.

With new and better products coming into the market every day,
and with new wants and new needs being uncovered almost hourly,
everyone who sells or who prepares himself to sell has an
unparalleled opportunity to partake of all the good things of
life and share in an inexhaustible abundance. Opportunity is
not only knocking on your door, but it is ringing the door bell,
urging you to avail yourself of the greatest aggregation of un-
tapped wealth and prosperity that this nation or any nation
has ever known. The potentialities of selling are greater
today than ever before. Greater, too, are the rewards of
selling.

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