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In presenting a Sales Plan, I think that it would pay you
to take a lesson from the actor. On the stage, on television,
on the screen, and on radio, you must have been thoroughly
impressed by the correct and precise way in which actors
and performers present their lines. They seem to give every
sentence, every word, and every gesture its proper place and
time. They feel and live their parts right before your eyes,
and the strange part is that you live the parts right along
with them. Suppose they came on the stage without knowing
their lines. Suppose they did not know what they were go-
ing to say or how they were going to say it. What do you
think their sponsors would do? They would discontinue their
services, and, of course, they would be justified. Performers
know their lines because they want to please you. By pleas-
ing you, they please their sponsors, and their sponsors are the
ones who pay them—and pay them well.

If it pays these actors and performers to know their lines,
it will certainly pay you and me as salesmen. This is the way
I felt when I composed the Sales Plan.

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