The power of creative selling lies not in the product, not
in the service, and not in the prospect—it lies in you. It lies
in your ability to apply the Law of Attraction to draw the
prospect to you. As a salesman, you want results; you want
to make a sale, and you want to be of service to the prospect.

The most scientific and practical way to do this is to give
the prospect all the knowledge and information possible
about your product. Make an effort to give him a complete
and comprehensive picture of what the product is, what it
can do for him, and the pleasure and satisfaction he will
derive from owning it. In doing this, you give the prospect
an idea of what you can really do for him. He feels the im-
pact of your impelling presentation. You stimulate and in-
cite his consciousness with a genuine reason for buying. You
feelingly persuade him to act. The prospect says to himself:
“This is an appeal to my reason and to my interest, and ac-
cording to my judgment it is a sound presentation. It makes
sense. This salesman is telling me the truth. He believes
what he says. Therefore, I am going to act on his advice
and counsel.” Prove and demonstrate that the product that
you are selling has merit, that it is faithfully meeting the
needs and satisfying the wants of others, and that it will
therefore serve and benefit your prospect.

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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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