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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