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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A knowledge of ourselves, and what appeals to us, often
gives us a definite clue to what appeals to and attracts others.
We discover an appeal that makes them act. Most prospects
are fundamentily alike. What will appeal to one will appeal
to all. Most of us are constantly and eternally trying to per-
suade and even convince ourselves that we are different
from everyone else. With 42 years experience in selling and
experimenting in the laboratory of human relations, I know
differently. We all have a lot in common with each other.
The sooner we realize this, the sooner will we generate the
power to attract. We must realize and appreciate one great
fact about the prospect: he is a rational human being. He has
desires, problems and needs, and he will listen to a reason-
able and common-sense appeal on how to meet and fulfill
them.

The attributes, characteristics, and qualities of the pros-
pect can usually be determined by an understanding of our
own. Your purpose should be to understand what the pros-
pect thinks and to express your power to him through a well-
formulated Sales Plan. Therefore, with this understanding,
using the prospect and his needs as a center of interest, you
can build and create thoughts into a Sales Plan that will
impel him to act. You can attract and inspire him to have
full confidence in your proposition.

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