ThePsychologyofSellingLifeInsurance 10020132

TH E PSYC HO L O GY O F
S EL L IN G L I FE IN SU RA N C E
Horp ar : L ife Imuram e Lib rary
’
SEL L I N G L I FE I NS U RAN C E
J h
o n Alf ord S tv e ens on
T HE P SY C H O L O GY O F SE L L I N G L I FE I N S U RAN C E
E K S. . t ong
r , Jr .
M E E TI N G O B J E C TIO N S
J h
o n Al f or d S tevenson
TH E H O USE op P R O TE C TIO N
Grifiin M . L ove l a ce
A N AL Y! I N G L I F E SI T UATIO N S FO R I N SU RAN C E NE ED S
G iffi M L
r n lc . ov e a e
L IFE U N D E RW R I TI N G As A C AREE R
E dw d ar A . W d oo s
IN H E RI T AN C E TA! ATIO N
Leon G . m
Si on
L I FE I N SU RAN C E F U N DA M E NTALS
G rif fin M . Love l ac e
M A KIN G S AL ES CO NTACTS
"
fl Ra lp h G Enge . lm
s an
Harp ar ”
s B rat /z e
E n
Pub lish er:

A RP ER S LI FE I NS URA N CE L I B RA R Y
’
E dited B y
john A lford S tevem on a nd Gr ifiin M . Lovelac e
THE PS Y C HO L O G Y O F
S ELL IN G L IFE IN S U RA N C E
BY
E D WA R D J R .
P R O FE SS O R O F PS YC HO LO G Y
S TA NF O R D U N I V E RS I TY
HA R P E R é ’
B R O THE R S P U B L I S HE R S
N EW YO R K A N D LO N D O N
m P svcn owc r or Sm mc Ln INS U RANCI
i H
Cop y r g h t . 1 9 2 2, b y a rp er o
B r t h ers
i U
P r n ted in t h e n ited S ta t e s of A meric a
TABL E O F CO NTENT S
PR EFA C E
S ec tion A . A naly s is of S a le: I n terviewr

Le ss on I. An a ly is s o f t he S a es Interv iel w B tw e een Ba g ely and
Barn es
Les s on II . A Sec on dSl a es In t i w—B tw
erv e e een Harri ngton a nd
A ld ers on
Les s on III . The Strategy of Sellin g as E mpl y d

o e i
b y Harr n gt on
in Se ld lli ng A e rs on
Les son IV . The T ti acf S ll i

cs o e n g as Empl y d o e b y Ha rr ng i t on
i S ll i g Ald
n e n erson
S ec tion B . Genera l P r in c ip le: U n derly in g S elling

Less on V . An a ly is s of Hum an Beh avior into I t s Co mp t onen s
Les s on VI . An a ly is s of Hum a n Beh avior i to

n It s C mpot on en s
( c ontin u ed )
Le s son V II . An a lys is o f Hu m an Beh av ior into It s Comp onents
( c ontin u e d )
Nativ e an d Ac q i d
u re Be h iav or
In s ti ti
nc ve Be h i
av or
Man s ’
Ins ti ti nc ve Beh i av or Towa rd Hum an Bein gs
Man s In s ti ti B h i Towa rd Huma n Beings
’
nc ve e av or
( c on t in ued )
Les son ! II . How t o U t i liz e In s t in c t ive In t eres t s in ll
S e ing
Motiv ation
Mot iv ation ( c on t in u ed )
Man s In stinc tive Beh avior Toward
’
O bj tec s a nd
An im l a s
TABLE OF C ONTENT S
Ac q i dI t
u re n eres s t
The Uti l i tiza on o f Ha bit s in Conv i i nc ng An o th er
Motives for Bu yi g Lifn e In s u ranc e
Mot iv es for Bu yi g Lifn e In s u ran c e ( c ont in u e ) d
S ec tion C . S tra tegy o f S ellin g
Who is My Pros p t?ec
Ex lyWh t i My P p iti ?
ac t a s ro os on
Wh t C i ti M t h P p t H B f H
a on v c on s us t e ros ec ave e ore e
Will B y ? u
Les s on XXI I . Wh t Imp l M t h P p t H B f H

a u s es us t e ros ec av e e ore e
Will B y ? u 299
Lesson XXIII . Wh t App l M t I P t h P p t B f

a ea s us res en to t e ros ec e ore
H Wi ll H e th D i d C i ti d Im
av e e e s re o nv c ons an
p l B y?
u s es to u
S ec tion D . The S tra tegy a nd Ta c tic: of the P ro: p ec t 336
Les s on XXIV . The Strateg y an d Tac t ic s of t he Pros p t

ec 337
S ec tion E . The Ta c tic : of S elling

Le s s on ! ! V . i iw
Sec u r n g an In t e rv e
Les s on XXVI . Di ti g P
v er p t I t tt
n ros ec
’
s n eres o My Pro p iti
os on
Les s on XXVII . R i i g t h St t gy
eor a n z n
g e ra e
Les s on ! ! V III . S i g C
ec u r n i ti onv c on
Les son XXIX . H dli g O bj ti

an n ec on s
Less on XXX . A i gD i
rou s n es re
Les s on XXXI . Cl i g t h S l
os n e a e
A p p en dix . A Pen ro d St ory
I NDE!
I LL U STR A T I ON S
PLA TE I . I LL U S TRA TI NG MO TI VA TIO N P a ae 149
PLA TE II . I LL U S TRATING THE PRO C E S S OF
MO TI VA TI O N Fac i ng p .
I 52
PLA TE III . I LL U S TRA TIN G A N ADV ERTI S EM ENT

No MO TI VA TIO N
PLA TE IV . I LL U STRA TING MO TIVA TI O N
PR E FA C E
LI F E u n derwr i t e r s h a v e l on g b ee n s ee k i ng s ome
t r ea t i s e on p s y c h ol ogy t h a t wou l d ex p l a i n t h e p r i n
c ip les of s e ll i n g l i fe i n s u r a nc e i n n on t e c h n i c a l la n
,
-
g gu a e. S u c h is t h e p u r p o s e o f t h i s b o o k .
Th e sa l es ma n s t wo mo s t d i ffi cu l t t a s k s a re
’
t o i n t e r e s t t he p ro s p ec t a n d t o cl o s e t he s a l e .
T h es e t wo t a s k s a re b ot h v e ry d i r ec t l y r el a t ed t o
t h e p s y ch ol ogi c a l fa c t o r o f d es i r e . I n t h i s b oo k
t h e sa l es ma n is a c q u a i n t e d wi t h ma n s n a t i v e a n d
‘
’
a c q u i r e d d e s i r es o r i n t e r es t s ,
a n d is s h own how
ma n s n eed s for i n s u r a n c e may b e t ra n s l a t ed i n t o

’
t e rm s o f d e s i r e s o t h a t t h e p ro s p e c t will fi n a lly
wa n t t h a t wh i c h l i fe i n s u ra nc e p rov i d e s W h en he .
c omes t o d es i r e t he s erv i c e i n s u r a nc e r end e r s t h e ,
p r o b l em o f cl o s i n g l a rg ye l d i sa
pp e a .r s I n o r d e r t o
ma k e e v e ry p r i nc i p l e a s c o nc r e t e a n d p ra c t i c a l a s
o s s i b l t h t h t i n c o nn e c t i o n wi t h t he
p e e y a re a u g
st u d
y o f fi v e c o m p l e t e s a l e s -
i n t e r v i ew s a n d p o r
t i o n s of s ev e r a l o t h e r s .
I n t he p a s t t he t h eo ry of s ell i ng ha s b een p re
s e n t e d e i t h e r b y p s y ch ol ogi s t s wr i t i n g on p s ych o l
ogy wi t h r efe r e nc e t o s ell i n g o r b y s a l es me n w r i t i n g
o n s ell i n a s ex p l a i n e d b y p s ych ol og y I n ei t h er
g .
c a s e t he t rea t me n t of t h e s u b j ec t h a s gen e r a ll y ,
x PRE FACE
t h o u gh not a lw a y s b ee n l i m i t e d t o a d es c ri p t i o n
,
of t h e m en t a l p ro c es s es of t he i n d i v i d u a l wh i c h a re
t o b e a r o u s e d i n t he v a r i o u s s t a ges of s ell i n g The .
s u b j e c t s o f a t t en t i o n i n t e r es t d es i r e a n d t h e l i k e
, , , ,
h a v e b ee n a n a l yz e d O ft e n w i t h g rea t d et a i l The
,
.
s t u d i o u s s a l es m a n h a s b ee n e n a b l e d t o l ea rn a
g r e a t d e a l a b o u t i m a g i n a t i on r e as o n i
, n g a n d ,
p e r s u a s i on.
P e r s on a ll y I feel v e ry s t ron gl y t h a t t h i s des c rip

,
t i v e a p p ro a c h is l a r gel y fu t i l e The p ow e r t o a p ply

.
t he a b s t r a c t t o t he c o nc r et e is n ot s o wi d ely dif
fu s e d a s we wo ul d fa i n b el i ev e A s t u d y of m en t a l .
s t a t es is i n t e r es t i n g b u t wh a t
,
t h e m a j o r i t y of
s a l es men mos t n e e d t o k n ow is t he s p e c ifi c m et h od
t o b e t a k en i n i nd u c i n g a me n t a l s t a t e fa v o r a b l e
t o b u y i ng . I n ot h e r wo rd s t he s a l es m a n m u s t
,
c o m e t o a p p r e c i a t e t h e c a u s e a n d effe c t r el a t i o n
s h i p s b et wee n wh a t he s a y s a n d d oe s a n d wh a t
t h e p r o s p ec t t h i n k s a n d feel s Th e p r es en t v olu m e
.
,
a cc o rd i n gly p r e s e n t s t h e t h eo ry o f s ell i n g n ot i n
, ,
t e rm s o f me n t a l s t a t es b u t i n t e r ms o f wh a t t h e
,
s a l e s ma n mu s t a c t u a ll y do i n o rd e r t o s ec u r e
c e r t a i n d e s i r e d r es u l t s .
T h es e p r i nc i p l es c o ul d b e d es c r i b e d a n d ap p l i e d
i n a few p a ges if t he goa l we r e m e rely an u n der
: ta n din g o f t h e s u b j ec t .
J u s t s o t h e m o v e s i n t h e
a m e o f ch e s s c a n b e l e a rn e d a n d t h e p r i nc i pl es
g
Bu t on e
’
u nd e r s t oo d a ft e r a n h o u r s ex p l a n a t i o n .
c a nn ot p l a y ch e s s m e r el y b y c o m p r e h e nd i n g And .
P RE FACE xi
t he s a l es ma n who w o u l d b e s u c c es s fu l m u s t feel a s
well a s u nd e r s t a nd He mu s t ma k e t h e p r i nc i p l es of
.
s ell i n g a p a r t of h i ms el f ; t h ey mu s t c ome t o b e a n
i n t egra l u n c o n s c i o u s a n d s p on t a n eou s c o m p o n e n t
, ,
o f a ll h is t h i n k i n g a n d a c t i n g . To b r i n g t h i s a b o u t
he mu s t s p e n d mu c h mo r e t i me a n d eflort u p o n ’
t h e i r a c q u i s i t i o n t h a n is u s u a lly d ev ot e d t o r ea d
ing a b oo k A n d it is wi t h t h e d efi n i t e p u r p os e of
.
fo r c i n g t h i s i n c r ea s e d effo r t t h a t t h e a s s i gn men t s
h a v e b een i n t rod u c e d a t t h e en d of ea c h l es s on .
A v a s t n u mb e r of i n d i v i d u a l s a re r es p on s i b l e for
ou r p r e s en t s c i e n c e a n d a rt of s ell i n g C red i t c a n
.
n ev e r b e gi v en t o mos t of t h e m for t h ei r i d ea s a n d
,
p r a c t i c e s w e r e p a s s e d o n t o O t h e r s wi t h s c a rc el y
a n y a p p r e c i a t i o n of wh a t wa s b e i n g d on e To a .
few d efi n i t e r efe r e n c e c a n b e ma d e a n d t h i s I h a v e
, ,
t r i e d t o do t h r ou g h o u t i n t h e fo r m of foot n o t es .
F rom E L T h o rn d i k e who wa s my fi r s t in s t ru c
. .
,
t o r in ma n y o f t he t op i c s p r e s e n t e d h e r e I h a v e ,
q u ot e d ext en s i v el y r ega rd i n g ma n s n a t i v e b e h a v
’
ior . T h ro u gh t he c o u rt es y of Boot h T a r k i n gt on
an d D o u b l e d a y ,
Pa ge St Co I h av e b ee n a b l e
.
,
t o r ep r o d u c e t wo c h a p t e r s of P en r od a n d S a m — a
mos t d el i gh t fu l s t ory of b oy l i fe a n d es p ec i a ll y
u s efu l a s c on c r et e ma t e r i a l fo r i ll u s t r a t i n g ma n y
h l i c l r i nc i l es N o rv a l A H awk i n s t h e
p y
s c o o g a p p . .
,
A W S h aw Co m p a n y H W h i t e h ea d a n d t he
. .
,
.
,
R on a l d P r es s h a v e k i nd l y p e rm i t t e d me t o q u ot e
mu ch O f v a lu e from The S ellin g P roc es s K n a c k ,
PRE FAC E
o f S elling, a n d t he P rin c ip le: of S a le: ma n : lzip .
J o h n A. S t e v e n s o n t h o r o u g h ly r ea d t h e fi r s t d r a ft
o f t h e ma nu s c r i p t ,
a n d I a m i nd e b t e d t o h i m for
m a ny h el p fu l s u gg es t i o n s emp l oy e d i n t he r ev i s i o n .
To Gr i ffi n M Lo v el a c e I owe m o r e t h a n t o a ny on e
.
,
el s e. His p e r s on a l a s s i s t a nc e a n d sa l es i n t e rv i ews
-
,
a b ou t wh i ch t he b oo k is w r i t t en h a v e a d d e d
,
g r e a t l y t o t h e w h o l e w o r
. k
E K S , JR
. . . .
TH E PSYC H O L O GY O F
S ELL IN G L I FE IN S U RA N C E
THE PS Y C HO L O G Y O F
S ELL IN G L IFE IN S U RA N C E
S E CT ION A . ANA LY S I S OF SA L ES INT ER

V I EWS
k
A n egro p r ea c h e r wa s a s e d on e day how it was
t ha t h is c o n gr ega t i o n b e h a v e d s o well He re .
“
d B w m w
’ ’
p l i e : o s s ,
it s d is a y F u s t ,
. I t e ll s e h a t
I s e gwi n e t o t ell em D en I t ell s em Den I t ell s
’ ’ ’
. .
”
m wh a t I d on e t ol e em
’ ’
e .
T h i s b oo k is p a t t e rn ed s omewh at on t he old
n egro p r ea c h e r s s c h eme of d r i v i n g a p oi n t h ome
’
.
F i r s t , we s h a ll r ev i ew t wo s a l es i n t e rv i ews s o t h at ,
we may h a v e s ome i d ea of wh at we a re goi n g t o

lea rn T h en we a re goi n g t o l ea rn it an d fi n a ll y
.
, , ,
we a re goi n g t o go o v e r it a ga i n e mp h as i z i n g ma n y
,
of t he p o i n t s i n s t i ll gr e a t e r det a i l .
O U TL IN E O F THE CO NTE NTS I N THE PS Y CHO LO GY

OF S E L L I N G L I F E IN S U R A N C E
The b ook is div i d ed i n t o fiv e s ec t i on s a s foll ows ,
S ec t i o n A An a ly s i s of S a l es I n t erv i ews
. .
Sec t i on B Mot iv es for Bu y i ng L i fe Insu r

.
an c e .
2 TH E PSYCHOLOGY OF
S e c t i o n C Th e S t r a t egy of S ell i n g L i fe In
.
s u r a nc e .
S e c t i on D The S t r a t egy a n d T a c t i c s O f t he
.
P ro s p e c t .
S e c t i on E The T a c t i c s of S ell i n g L i fe In s ur
.
a nc e .
I n S e c t i on A t wo i n t e rv i ews b a s e d u p on a c t u a l
, ,
s a l es
,
a re d i s c u s s e d fr om s e v e r a l a n gl es I n t h is
.
wa y t he r ea d e r is gi v e n a b i rd s -ey e V i ew of t he
’
en t i r e c o u r s e .I n a d d i t i on t o t h i s t h e r e a d e r h a s
,
a m p l e o p p o rt u n i t y t o n ot e t h e
p o i n t s wh i ch h e
d oes n ot u nd e r s t a n d o r wi t h wh i ch he d i s ag rees ,
a n d s o b e c o m es t h e b et t e r p r e p a r e d fo r t he de
t a i l e d d i s cu s s i o n of t he W h ol e s u b j ec t wh i ch im
me d i a t e l y foll ow s .
I n S e c t i on B t he p s ych ol ogi c a l p ri nc i pl es u nd e r
,
ly i n g sell i n g a re exp l a i n ed i n a s n on t ech n i c a l a -
ma nn e r a s p os s i b l e a n d a re d i r ec t ly a p pl i e d t o
s ellin g .
The n ec es s a ry s t ep s i n p l a nn i n g or p re p a r i n g
for a s a l es i n t e rv i ew a re t a k e n u p i n o rd e r i n S ec
“ ”
t i on C . The t e r m s t r a t egy of s ell i n g h a s b ee n
emp l o y e d t o c ov e r t h i s p h a s e of t h e S ell i n g p ro c es s .
S ec t i o n D c on s i d e r s t he s a l es i n t e rv i ew fro m t he
i n t o f w ow o f t h e b u y e r — r e e n t i n h is r e a s o n s
p o p s g
for a d mi t t i n g t he s a l es m a n t o h is offi c e a n d wh at
he ex p e c t s t o get o u t of t he s a l es m a n .
The a c t u a l p ro c e d u r e of s ell i n g wh e n t he s a l es
,
ma n is fa c e t o fa c e w i t h t he p ro s p e c t has i n t h i s
, ,
b oo k b ee n e n t i t l e d t he t a c t i c s of s ell i n g
“
,
In.
4 THE PS Y CHOLO GY O F
LES SON I ANALYS I S OF TH E SAL ES INTE R .
VI EW B ETWEEN BAGLEY AND BARNE S
The l i n t e rv iew wh i c h is pres en t e d he re is b a se d

s a es
on an a ct u a l C as e The s t r a t e gy an d t actic s e mpl oye d

.
a re a n a lyz e d in d et a il for t he p o i n t s which a r i s e in ,
thi s i n t e r vi ew a re t he p oi n t s wh i ch th i s b oo k is d es i gn ed
t o e xpl a i n .
W I LL IA M BA GLEY I NTER V I E W S DR . CA RTER C . BA RNE S 1
”
P ic t ure of
Cart er C B arn es D enti st, Conn . . .
Ag e 3 6 ( in r
Bo n M ay 2 5 , 1 8 8 3 .
Ha s 2 0- e pr m m l
i u i fe in s u an c e o ic in t he Hea t ston e r p l y rh
Li fe In s u r a n c e Co p a n , t a k en o u t a t age 3 0 No ot e i n s u a n c e
m y . hr r
k w no n .
Marri ed . Has t hr yo ee u ng c h i ldr en , a b oy an d t wo gi rl s .
Now pr tiac c es l
a on e ,
‘
b ut un ti l r e c en t ly wa s i t d w it h
a s s oc a e an
o ld r d ti t D t r W rd
e en s , oc o a en .
I mnco k w ; pr b bly b t
e un t no n o a a ou o
Gr d t a f l l ll g ; t k
ua e ti i t r t i oll g
o oc a co e e a es an ac ve n e es n c e e
aff ir
a d i h i fr t r ity I
s an m mb r f t h M th d i t C h r h
n s a e n . s a e e o e e o s u c ,
th C e try C l b d t h U i r ity C l b
ou n u , an e n ve s u .
Wif rd ing t t h p a p r h i h rit d

e, acc o fr m n o e e s, as n e e o a
un c el .
h
T is wa s an e as y l lth gh f th fi ft
s a e, a ou o e een s a es l m en who had c a ll de on
Doc t or Barn es d ur n i g h p tdi g y e t h ad b bl i
een a e to n t e res t
h im q i t d wi h b th h
rec e n e ar, no one
The a u t
. h or i
s ac ua n e t o t e s u c c ess u f l l ms a esd th an an e
p p t
ros ec an d t h us o b i d h d t il f h
t a ne t e e a s o t e sa e l . Th w
ese tl i d t
ere ou ne o
G rifiin M Lovel ac e
.
, wh fi lly w t o na ro e out t he l i triw i
s a es n e v e as t
now s an s t d .
S ELLING LI F E INSU RANCE 5
Plan Ed u c a ti on a l p o l i c y pro i d fou ry r xp
’
. to v e ea s e en s es for
son s
’
ll g d ti
co e e e uca on .
Th irty fi y e r d wm nt
- v e- ti a pr m i m d i i d d
en o e , c on n u ou s e u s, v en s ac
cu m l t d f ld g f d
u a e or o -a e un .
I r
ns u an c ep y bl f ll w Int r t n pri i p l p y bl t
a a e as o o s: e es o nc a a a e o
th b y
e o ti l g igh t
un ( a g ti m t d t wh i h h w i ll t r
e e een or a e es a e a c e en e
c o ll g ) if i
e e r d d i b f r t h b y i ig h t y r ld B gi
nsu e es e o e e o s e een ea s o . e n
ni g n t a h g t h pri i p l t b p i d i i t l lm t f f r
suc a e e nc a o e a n ns a en s or ou
y r p y bl m i
ea s , a a lly in S p t mb r d F br ry
e se an n u a e e e an e ua .
If t h f t h r l i
e a t t h b y t hr
e gh
v es ll g d w i h t
o s ee e o ou co e e an s es o
c h g t h b fi i ry s o as t o in r
an e e en e t h p rot ti on for his d
c a
gh c eas e e ec au
tr h myd
e s, e a o so .
I n t er vi ew B agley t eleph ones D oct or B a rn es s ay

.
,
in g he w an t s t o s ee him fo r a few m i n ut es an d a s ki n g
“ ”
wh a t t i me t o -day would b e m os t c on ven i ent The .
d ent i s t s a y s he has n o e n g a ge ment for three o cl ock ’
an d th at unl ess he m a ke s an a pp oi n tmen t l a te r he 5

, ,
wi ll s ee B a gl ey at th at h o ur B a gley c a lls a t t hree an d .
fi n d s D oct o r B a rn es a t lib e rty .
Ba gle y : D oct o r B a rnes ?

”
B a r n es : Y e s .
“
B a gl ey : I m Mr B a gley I t eleph one d y ou t h i s
’
. . 10
”
m o rn i n g .
“
B a r n es : Oh y es .
B a gley : Th an k y o u for letti n g me se e y ou promptly .
I th o ught o f s o meth i n g t he ot he r da y which I b e li eve

is a ma tt e r of i n t e re s t an d imp o r t an ce t o y o u an d I j u s t 15
ot t h d t a il s w o r k e d o u t y es t e r d a y I a m gl a d I c an
g e e .
”
p resen t the m at on c e .
“
B a rn e s : Wh at did y ou w an t t o s ee me a b o ut ?
”
B a gle y : D oct o r B a rn es I b el i eve y ou h av e a s on ? ,
”
B a rn es : Y e s .
B agley : Of c ours e he s n ot old enough t o go t o c ol 20
’
”
l ege y e t is he ?
,
B a rn e s : ( L a ugh s ) No he s on ly t en ye a r s old
’
, .
He s a l re a dy i n t e res te d in c o ll e ge S a ys he s g oi n g t o
’ ’
.
We s le y an a s I did ; kn ows a ll t he foot b a ll pl aye r s an d

,
is b ett e r p os t e d on We s l ey an athl etic s th an I a lth ough 25 ,
I a m s o methi n g o f a fan my s e l f .
B a gley : Th at s fine It mu s t b e a s ou r c e of much

’
.
pl ea s u r e t o y o u t o fin d y ou r littl e s o n a l r ea dy i n t e re s t e d
in c olle ge an d thi n ki n g d e fi n it e ly of g oi n g t o c oll ege .
I c a m e t o s p e a k t o y ou a b o ut y our b oy May I s it so .
”
d own a m om en t ?
“
B a rn es : Ce rt a i nly ( B oth s it )
. .
B a gl ey : From wh at y ou h a ve j u s t s a i d Doct or ,
B a rnes I d on t n ee d t o as k y ou if y ou b e l ie ve i n a c ol
,
’
”
lege e d u c ati on .
“
B a rn e s : Ce rt a i nly n ot .
B a gley : Y ou d oubtl e s s feel th at Wes ley an d id a lot

for y ou a n d th a t y ou w a n t y o u r b oy t o h a v e a c o ll e ge
tr ainin g A s y ou l oo k b a ck on y o u r own e xp er i en ce is
.
,
th e re an ythi n g e l s e y ou c ould giv e your b oy which y ou 4 0

b eli eve wo uld b en efit him as much as a c olle ge e du
”
c a ti on ?
B a rn e s : No th ere i s n t It s a b i g t hi n g for an y
,
’
.
’
you n g m an It b ro a d en s his V i ew of li fe d ee p en s his

.
,
c a p acity for en j oyi n g t he b ett e r th i n gs of li fe a n d 4 5 ,

”
eq uip s h im t o do his p a r t i n eve ry wa y .
“
B a gl ey : I h e a rtily a g ree with y ou An d d oes n t i t .
’
a l s o i n c r e a s e h is a bility t o e a rn a l i v in g an d t o t a k e a
high r a nk in his c ommun i ty ? I s n t i t of re a l pr a ct i c a l ’
”
v a lu e a l s o ? so
B a rn es : I th i nk i t is d ec i d edly But wh at wa s i t
, .
S ELLING LI FE INSU RANCE 7
a n t e d t o s ee me a b o ut ? e n t y ou w i th t he
’
y ou w Ar
H e a rth s ton e L i fe In s u r an c e Comp an y ?
“
B agley : I a m ; an d I a m gl a d t o s ee fro m o u r reco rd s
”
t h a t y ou a re i n s ure d i n ou r c o mp a n y . 55
“
B a rn es : Y es I h a ve a s m a ll pol i cy In y o ur c om
,
’
p a n y f
B a gley : Y ou h a ven t y e t m ad e a ny i ns ura nc e p ro
’
v i s i on for y ou r s on s c olle ge e duc at ion h ave y ou ?

’
,
“
B a r nes : I d on t u n d e rs t a nd j u s t wh at y ou me a n
’
so .
B agley : I m ea n y ou h a ven t t a ken out an e duc a

’
”
t ion a l p o l i cy fo r y our b oy .
B a rn e s : No . I n e ve r h e a rd of an e duc at ion al
”
p ol i cy .
B agl ey : Th i s is t he i d e a If y ou l i ve y o u me a n t o as
.
,
s e e th a t y o u r s o n ge t s a c o ll e ge e duc at i on If y ou .
s h o uld h a pp e n t o die b e fo re he is o ld e n o ugh t o go t o
c o lle ge o r b efo re he c o mplet e s his c ollege c ou r se he

, ,
ma y o r may n ot get a c olle ge e duc at i on a lth o ugh th at ,
is t he on e th i n g y ou w a n t h i m t o h a ve a b ove a ll oth e r s 7 0
t o fit h i m fo r li fe . The e duc a t i on a l p o licy i n s ures y o u r
b oy a c o lle g e e duc ati o n .
“
Wh en y ou thi n k o f t he s c a l e of l i v i n g t o wh i ch y o u
h a ve a ccu s t o m e d yo ur fa mily y ou w i ll re a l i ze th a t i t
,
wo uld p r ob a bly t a ke a ll y ou r p re s e n t i n s u r an ce an d 7 5
wh a t e ve r i n v es tm en t s y o u an d M rs B a rn es h a ve t o .
s upp o r t t he fa mily p r o p e r ly if y o u s h o uld d ie

, .
“
Th e re m i ght p o s s ibly b e en ough t o p ay a ll or a p a rt
o f t he b oy s wa y th r o ugh c o ll e g e b ut y o u would n o
’
,
d oubt fee l a lot b et t e r s a ti s fi e d if y o u m a d e a s p e c i a l so

p ro v i s i on fo r a fo u r y e a r i n c o me p a y a b l e t o yo u r s on
-
d uri n g his c o lle ge c o u r se Not on ly wo uld y o u fee l

.
h a p p i e r t o kn ow th at h is c olle ge e d uc a t i on was p ro
v ide d for, b u t y ou u n d e r s t a nd th a t if anyth i n g
c an
h a pp en ed t o y ou a h i gh s pi ri te d b oy wo uld p r ob a bly 85
,
-
h es i t at e t o a ll ow his m oth e r t o s en d him t o c o ll e g e if

t he fa m i ly i nc o m e w e r e n ot a mpl e t o p r ov i d e h is ex
p en s e s wi th out a n y s a c r ific e on his moth e r s p a rt ’

.
“
Of c our s e he m i ght wo r k his way th r ou gh c o llege
, ,
wh olly o r in p a rt M an y b oy s do s o a n d th e re a re p er 90
.
s o n s who s e e m t o t h i n k it is a g oo d th i n g for a b oy t o
h a v e t o do s o B ut I h a ve t a lke d w i th c ollege t e a che rs

.
a n d a dm i n i s t r a t o r s who a re s tron gly o f t he o p i n i on
th at t he b oy who h as t o wo rk his wa y en t irely is u n d e r

a d i s t in ct h a ndic a p ; th at s o much of his t i m e is re 93
q u ire d t o e a rn a l i v i n g th at his st ud i es s uff e r n o m att er ,
”
how c on s ci e n t i o u s a n d i n du s t ri ou s he m ay b e .
“
B a rn es : I re a lly h a d n t th o u ght v ery much a b out
’
i t I n d ee d I h a d n eve r s e ri ou s ly c on s i d e re d t he p os
.
,
s ib ilit y o f my n ot b e i n g a bl e t o s ee t he b oy thro ugh 100

”
c o lle ge my s e l f .
“
B a gle y : But we mu s t fa c e t he fa ct mu s t n t we ,
’
D oct o r th at th e re is s uch a p os s ibility ? Ab o ut on e

,
fa th e r in fiv e d oe s not live lon g e n o ugh t o s e e his b oy

th rough c olle ge Y ou a re in goo d h ea lth a n d h ave 105
.
e v e ry rea s on s o fa r a s y o ur p e r s on a l a n d fa mily hi s t o ry
,
a re c on c e rn e d t o h o p e t o s ee y o ur b oy th r ough c oll e ge
, .
But th e re is in yo ur c a se as in m i n e a n d as in t he c a se
,
o f e v e ry ma n t he p os s i b i l i ty th a t o u r e xp e ct a t i on s will
,
n ot b e re a l i ze d Y ou h a ve s een men in t he b e s t of n o
.
h ea lth men of goo d h a b i t s a n d of l on g live d fa milies

, ,
-
,
cut d own s udd en ly by p n eumon i a o r s ome oth e r dis

e a s e ; a n d m a n y o f th e m w e re n ot p re p a r e d t o go s o fa r ,
a s prov i s i on fo r th e i r c h ild re n s future wa s c on c e rn e d

’
”
No d oubt y ou kn ew D oct o r Ke ll a r .
B a rn es : Y es I k n ew Ke ll a r
, .
B a gley : A fin e ma n O n e of t he b es t phys i c i a n s
.
i n t he city ; i n t he p ri me of li fe i n goo d h ea lth ; j u s t

,
a rri v e d a t a p o s i t i on o f d i s t i n cti on in h is p r o fes s i on
a n d e a r n i n g a g oo d i n c o m e B ut t he i n flue nz a t oo k 120
.
h i m an d we find th at fi n a n c i a lly he wa s n ot re a dy t o
, ,
g o. H e h a d a Son at t he T a ft Sch oo l l as t y e a r ; b ut
th i s ye a r t he b oy h a s b een in t he loc a l h i gh s ch oo l a n d ,
I u n d e r s t an d t he fa m i ly is n ot le ft in ve ry goo d ci rcum
s t a nc es . If th i s b oy goe s th ro ugh c olle ge he wi ll h a ve 125 ,
t o w o rk his way u n les s s o me fr i en d o r re l at i v e h elp s

,
him ou t an d th at w i ll b e a s o u rc e o f e mb a rr as s m ent t o
,
h i m a n d t o his moth er .
“
Wh at a fin e th i n g i t wo uld h a v e b een if D oct o r ,
Ke ll a r h a d h a d s uch a pl an for h is b oy as t he e duc ati on al 130

”
p ol i cy I am p re p a re d t o s ub mi t for y our c ons i d e rat i on .
“ ”
B a rn e s : Wh a t is t he p r o p o s iti on ?
B a gley : How much do y ou th in k yo u r b oy would
”
nee d e a ch y ea r t o s ee h i m th ro ugh We s l ey a n ?
“
B a rn e s : We ll he c o uld live at h o me I s h ould 135
, .
th in k his oth e r e xp e ns es would b e a t le a st th ree or four

”
hu n d r e d d o ll a r s .
“
B a gl e y : Wo uldn t i t b e we ll t o fi gure for h i m as if
’
he wo uld h a v e t o p a y h is b o a r d s o th a t he wo uld b e,
pre p a re d fo r a n yth i n g th at might h a pp en ? Let me u o

S h ow y o u t he pl an I h a d w o r k e d o u t a s a m i n i mum for ,
tu i t i on b o a rd cl oth es b oo k s c ollege a ct i viti es

, , , , .
“
I e s tim a t e d a b out $ 900 a ye a r F r om wh at I c an .
g a t he r from v a r i ou s s o urc e s I j udge th at thi s m i gh t

,
b e c on s id e re d a fa i r mi n imum t o d ay Fo rme rly a m -

.
s m a ll e r a m o unt might h a v e b ee n e n o ugh B ut c o s t s .
a re much h igh e r n ow a s a ll o f u s k n ow
, E a ch th ou .
10 TH E PSYCHOLOGY O F
s an d d o ll a r s o f i n s u r an c e will p ro v id e a b o ut t wo hun
d re d a n d s ixty d o ll a r s a y e a r fo r fo u r y e a r s ; will
p rovid e a b o ut n i ne hu n d re d d oll a r s a ye a r fo r fo ur 15 0
ye a r s Thi s c a n b e s ettl e d in s e mi an n u a l p aym en t s
.
,
s ay t he fi r s t of S e pt e mb e r a n d t he fi r s t o f F e b r u a r y ,
j u s t at t he t i me of t he ye a r wh en th e re w i ll b e s p eci a l
c olle ge e xp e n s e s.
“
Th e a m o u n t of i n s ur a n c e is s m a ll It is re a lly qu i t e 15 5
.
won d e r ful t o thi n k th a t fo r s uch a s m a ll a mount of in

s u r an c e y o u r b oy c o uld h a v e t he b e n e fit o f fo u r y e a r s a t
c olle ge if a n yt h i n g h a pp e n e d t o y o u j u st a s s u re ly an d
, ,
u n d e r a lmos t as fa v o r a bl e C i rcum s t a n ces as if y ou we re

li v i n g w i th o u t r e qui r i n g a n y s ac r ific e on t he p art of his 160
,
m oth e r i n d e p en d e n t o f a s s i s t an ce fro m an yb o dy a n d
, ,
with o ut t h e n e ce s s ity of d e v ot i n g a n y o f t he time n ee d e d

for his s tudi e s t o wo r ki n g his wa y th r ough Is th ere
.
a n yth i n g e l s e th a t w o uld m e a n s o much t o y ou r b o

y
a t s uch a t i m e ? Is th er e a n ythi n g e l s e th a t w ould m a ke 15 5
him m ore a pp re ci ative of his fath e r a n yth i n g e l s e th a t
,
wo uld mo re s ure ly t en d t o kee p a live in his h e a rt a ll his

li fe a d ee p a ff ecti on a n d h i gh reg a r d fo r t he me m ory of
h is fa th e r ? The fact th at his fath e r ha d ha d t he fo re
s ight a n d t h e s e n s e o f r e s p o n s i b ility a n d t he l o v e fo r l 7 o
him t d provid e for his c o lle ge e duc ati on would s ee m t o

h im t he m os t ce rt ain ev id en c e of a ll th at his fath e r wa s
”
t he kin d of a fath e r he h a d a lw a y s b e li e ve d him t o b e .
“
B a rn es : Th a t is a fin e p ro p os it i on Mr B agl ey , . .
I m ve ry much i n t e rest e d A s a m att e r o f fact I ve 175

’
.
,
’
”
b een thi n k i n g l at e ly of t a k i n g s o me more i n s ur an ce .
B a gl e y : How much h a v e y o u n ow D oct o r ?

“
,
”
B a rn es : The th ree th o u s a n d d o ll a r s in yo u r c om
p a n y an d fo u r th o u s a n d d oll a r s in t he Mutu a l Aid Co m
I2 THE PSYCHOLOGY OF
B agl ey : Yes a ll of th em It s a b e a ut i ful c on t ra c r
,
.
’
a n d wh en I get t h e p o licy we will go o v e r a ll t he d et a il s

”
t ogeth e r .
( Get s o ut t he a pplic a ti on an d his p en a s k s ,
t he u s u a l q u e s ti on s a n d is p a rticul a rly c a r e ful t o get 2 15

,
t he qu e s t i on s re g a r di n g t he b e n e fic i a ry right B a rn e s .
S i gn s a n d B a gl e y get s a ch e ck fo r e igh t y n i n e d o ll a r s -
a n d s e ven ty t h re e c en t s a n d a rr an ge s t o h av e t he e x a m
-
in at ion m a d e th at e v e n i n g ) .
“
Th e re is j u s t on e i mp o rt an t th ing D oc t or th at I 220 , ,
a m go i n g t o l e a ve u n til t o m o r row b ut I w an t t o ge t i t
-
,
s ettl e d if p os s i b l e b e fo re we s en d y o u r p a p e r s t o t he
, ,
Hom e O ffi c e Plea s e figu re o ut wh en y o u e xp ect y our

.
b oy t o en t e r c o lle ge wh eth e r in his e ight ee n th o r n i n e

,
t ee nt h y e a r s o th a t we ma y s p e ci fy th at in t he e v en t 225
, ,
o f y o ur d e ath b e fo re he e n t e r s c o ll e ge t he i n c o m e p a y ,
ment s s h a ll b e gi n at t he a ge o f e n t r y e ight ee n or n i n e ,
t een a s t he c a s e may b e Th e re a re c e rt a i n d et a il s th a t
,
.
w i ll h a ve t o b e a rr an ge d wh en we k n ow t he a ge a t which
”
he W ill p r ob a bly en t e r co lle ge
B a rn e s : All right I ll thi n k th at ov e r t o—
.
“
n i ght
’
, .
B a gl ey : D oct o r B a rn es y ou h a v e on e o r t wo d au gh
,
’ ”
t e r s h av e n t y ou ?
,
“
B a rn e s : Y es t wo ,
.
B agle y : A s I u n d e r s t an d y ou r pl a n s for t he p rot ec 23 5

t i on of y our child ren I b e liev e y ou wo uld b e i n t e res t e d
,
in s om eth i n g c on c r et e t o c on s id e r fo r e a ch o f y o u r
d aught e rs j u s t a s y ou h ave s e l ect e d a c on c re t e p ro p o
,
s it ion for t he b oy Will y ou gi ve me t he n am es an d

.
a ge s of y o ur d a ught e rs ?
“
B a rn es : M a d e lin e Emb ry a n d Ele an or L ou i s e .
”
The y a re t we lve an d s e ven ye a rs of age .
“
B agley : Th an k y ou D oct o r ; I ll w a n t a day or so
,
’
S ELLING LI FE INSURANCE 3
to work o u t a pl a n c a re fully fo r e a ch o f th e m I ll d rop .

’
i n wh e n t he pl an s a re re a dy G oo d b y Th an k y ou .
-
. 24 3
”
ve ry much D oct o r , .
“
B a r n es : Goo d b y ; I m m uch o blige d t o y ou
-
’
.
THE S TRA TEGY A ND TA CT I CS OF S E LL I NG

S e ll i ng as we h av e p oi n t e d ou t h as t wo d i s t i n ct
, ,
“ ”
ph a s e s wh i ch a re h e re en title d t he s tra tegy an d t he
,
”
t a ctic s of s e lli n g .
S t r a t e gy c ov e r s t he ge ne r a l s h i p t he pl ann i n g of ,
t he s a le b e fo re m e e t i n g t he p r o s p e ct
, T a ctic s on t he .
,
ot h e r h a n d e mb r a ce s t he m eth o d o f p r oc edu re in
,
h an dli n g t he p r os p e ct wh en fa c e t o fa c e w i th him .
The a o m j r p o i n t s u n d e r th e s e t wo h e a di n g s — “
Str at
e gy
”
an d
“
T a ctic s ”
— a re n ot e d b e l o w a n d i llu s tr at e d
i n t erm s of t he B a gley B arnes i n t erv iew - .
TH E S TRA TEGY E LLI NG

OF S
( I llu s t r a t e d fr o m t he B a gle y B a r n es Int e rv iew)

-
To dr aw up a goo d pl an , t he follow i n g p oi n t s mus t

be c on s id e re d :
I . r os p e c t To wh om a m I s ellin g? An s wer ed by
P .
”
p i ctu re of C a rte r C B a rn es on p age 4 A des c rip
. .
t i on o f t he i n t e r e s t s a n d p e r s on a lity o f t he p r o s p e c t s o .
fa r as B a gl ey wa s a bl e t o a s c e r t a in th e m .
2 . P r op os it ion . Ex a c tly wh a t a m I s ellin g? O ut

“
l in e d in t he Pl an on p a ge 5 A st a t e men t of t he .
s p ecific pro p o s a l t o b e s ubmitt e d t o B a rn es (Of c o urse .

,
c i rcu m st a n c e s a ri s i n g duri n g t he i n t e rv i ew ma y le a d t o
a re vi s i on of t he s ch e m e w o r k e d ou t in a dv a n c e but ,
t he s a le s m a n s h o uld h a v e a d e finit e pl a n at t he st a rt ) .
14 THE PSYCHOLOGY O F
3 . C onvic t ion s Wh a t c on vi c tion s mu s t t h e p r os

.
p e et h a v e b e for e h e will b u y ? A S tudy o f t h e s a l e s in

t e rv iew r e ve a l s th at B a gley fig u r e d B a rn e s wo u ld buy
if he h a d t he foll owi n g c on v icti on s plu s t he fe e li n g s

,
e n ume r a t e d in t he n e xt p a r a g r a ph .
a . My s on mu s t go t o c o lle ge .
b He s h ould n ot wo rk h is way th rough c olle ge

. .
C . I may die b efo re th at t i m e .
d An educ ati on a l p o licy m a ke s my s on s c ol

.
’
le ge e duc ati on a c e rt a i n ty an d e limin at es a

p os s ibl e h e a vy bu r d en fro m my wi fe ; i t
furth e r e lim i n ate s t he n e c e s s ity of my b o y
wo r ki n g his wa y th ro ugh c o llege .
e . D et a il s o f p o li c y a re s ati s fa ct o ry : c ove r s c ol
lege exp e n s es p rov id e s en d owmen t fe atures
, ,
an d c os t s b ut a s m a ll a m o u n t .
4 .I m p u l s es . W h a t i mp u l s e s m u s t t h e r
p os p ec t
h av e b ef or e h e will b u y ? M en do n ot buy b ec a u s e o f
an a rgumen t ( p r e s e n t ati on o f fa ct s ) a lth o ugh th e y
,
t h i nk th e y do . Th e y buy b ec a u s e th e ir e moti on s h ave

b ee n a ro u s e d in s uch a way th at b uyi n g s ee ms t he mos t
n atura l thi n g t o do u n d e r t he C ircum s t a n c e s B a gley .
d e l i b e ra t ely st i r re d up B a rn es s e moti on s by a pp e a ling

’
to
Lo v e fo r his s on .
Ve ry g re a t i nt e rest in his c ollege .
Love fo r his wi fe .
Des i re for a pp ro v a l ( Doct or Ke ll a r ha d n ot

.
prov i d e d for his s on but B a rn es would

, .
H en ce oth e rs wo uld a pp rove of B a rnes as ,
th ey di s a pp rove d o f D oct o r Ke ll a r Als o .
a pp ro v a l fro m his s on wo uld b e g a i n e d ) .

S ELLING LI FE INSUR ANCE 5
e .
—
F i ght i n g i n s t i nct t o s truggle a g a i n st diffi
c u lt ies in o r d e r pr o p e rly t o t a ke c a re o f s on ,
wi fe a n d d a ught e rs
, .
5 . A p p e al s . Wh a t ideas and in c it e me n t s mu s t I
p re s e n t s o t h a t t h e p r os p e c t will h a v e ih e n e c e s s ar y
c on vi c ti on s a n d i mp ul s e s t o b u y ? C on v i cti on s a re de
v e lo p e d th rough t he pre s en t a t i on of i d e as ; i mpul s e s
a re a ro u s e d th r o ug h t he us e o f i n cit e m en t s Con se .
quen tly t he fi fth st e p in t he s t r at e gy o f s e ll i n g is t o

,
d et e r m in e up on t he id e a s a n d i n cit e men t s t o u s e in
o rd e r th a t t he p r o s p e ct will fi n a lly b e p o ss e s s e d o f
a n d a ctiv a t e d by c e rt a i n c on v ict i on s a n d impul se s .
A s t o t he i d e a s t o b e u s e d in c on vi n c i n g B a rn e s
B a rn e s wa s a l re a dy s t ron gly p o s s e s s e d of t he c on victi on
th at his s on mu st go t o c olle ge H en c e a ll th a t wo uld.
b e n ec e s s a ry w o uld b e t o b r in g t h i s id e a cl e a r ly i n t o
his mi n d An d s i n c e he wa s s o i n t e re s t e d in t he s u b
.
jec t i t wo uld m a ke an exc e llen t i n tro duct ion t o t he

,
wh o le p ro p o s i ti on .
B a rn es w o uld p rob a bly b e c onv i n c e d t h a t his b oy

s h o uld n ot wo r k h is wa y th ro ugh c o ll e ge To pl ay .
s a fe it w o uld b e we ll t o a n ticip at e a n y p o s s ibl e o b j

, ec
t i on on t hi s p o i n t a n d t o e s t a bli s h t he c on vict i on .
B a rn e s wo uld n ot b e c on v i n c e d th a t he m i ght die

b e fo re his b oy fi n i s h e d c oll ege Thi s p o in t m u st th en
.
b e e mph a s ize d u n til he wa s th o r oughly c on v i nc e d of

it s p os s ib ility a n d t he pro b a ble c o n s e qu en c e s (s ee l i n es
6 5 7 2 , 98
-
The d et a il s prop os it i on would of c ourse b e

o f t he , ,
un k n own t o B a rn es The a m oun t of t he p olicy c o uld

.
b e s t b e d et e r mi n e d by gettin g B a rnes t o figu re with

B a gl ey t he c o s t of a c olle ge e d uc a t i on ( 1 3 3 The
16 THE PSYCHOLOGY OF
en d owm e nt fe ature s h o uld b e pl a ye d up ( B ut b ec a use
.
B a rn e s wa s s old on t he b a s i s o f prot ect i n g t he b oy s ’
e duc a ti o n th i s a mmu n i ti on wa s n ot u s e d e xc e pt s im ,
ply in p a s s i n g) ( 204 ( D et a ils o f c o s t a l s o we re

n ot en l a r ge d up on fo r t he s a m e r e a s on )
,
.
A s t o t he i n cit e m e n t s t o b e u s e d in a ro u s i n g B a rn es s
’
impul s e s t o b u y —The impul ses a re li s te d a b ov e Ju s t .
how B a gl ey a rou se d t he m is rec or d e d b e l ow u n d e r t h e

“ ”
h e a di n g, P res e nt i n g t he Prop os i t i on . B e fo re he
c a ll e d up on B a rn es he figu re d ou t a p prox i m at e ly wh a t
he wo uld s a y s o a s t o a ro u se B a rn es t o th i n ki n g of his
l ove for his b oy a n d w i fe a n d of his d et e r mi n at i on t o
,
s e cu r e th e ir a pp r ov a l a n d th at o f oth e rs through c a rry
i ng ou t s uch a p rog r a m .
THE S TRA TEGY OF THE P R O S P E CT

( Illu st r at e d fro m t he B a gle y B a rn es I n te rv i ew)
-
W i th o ut go i n g i n t o d et a il a t t h i s p o i n t it is s u ffic i en t
,
t o s t at e th a t t he s t r a t e gy of t he buye r is t o s i z e up t he
s a l e s m a n s pro p o s iti on a s s oo n a s p os s ibl e a n d un l e s s
’
,
i t is i n t e re sti n g t o di s mi s s t he s a le s m an in a co urt eo u s
,
m an n e r .
Evid e nce s of thi s a re

“
a . Wh at did y o u w a n t t o s ee me a b out ?
( 17)
“
b . B ut wh at was it y ou w a nt e d t o s ee me
a b o ut ? A ren t y ou with t he H e arth
’
”
s t on e Li fe I n s u r an c e C o mp an y ? (5 1
( B a rn es c o mm e n c e s t o s iz e up t h e pr o p
os it ion a n d dimly r e me mb e rs B a gley is
c on n ect ed with thi s c omp an y ) .
I d on t u n d e r s t a nd j u s t wh a t y ou me a n
c .
’
( Still u n a b le t o S ize up t he p rop o s i

t i on ) .
“
d I ne ve r h e a rd of an educ at i on a l p olicy
.
(6 3 )
F rom th i s p o in t on he is s o i n t e res t e d in t he prop os i
t i on th at he m a ke s n o furth e r effo rt t o es c a p e .
TH E TA CT I C S UT I LI! E D B Y BA GL EY IN S E LLI N G BA RN E S
I . S e c u r in g an In t e r vi e w .
a S ecu re s a p p o i n tm e nt ove r ph on e ( 1
.
b C a ll s at 3 P
. M . .
—
I n t ro d uc es him s e l f (6 I 0) .
c . I h a v e a m att e r o f i n t e re s t a n d i mp ort an ce
”
t o pre s e n t t o y ou (13
2 . D iv e rt in g I n t ere s t .
“
a . I h a v e a m a tt e r of i nt e rest a nd i mp o rt an ce
”
t o p re s e n t t o y ou ( 13
“ ”
b . I b e li ev e y ou h a v e a s on
c Son goi n g t o c ollege ( 2 0
.
d . Ma y I s it d own a m om ent ? ”
B ot h s it ( 3 0
Co ll ege e duc at i on ( 3 3
f R e ply t o B a r n e s s qu es t i on Gl a d t o see
’
.
,
”
y o u h a v e i n s ur a n c e w i th o u r c o mp a ny (54
5 5)
g Educ
. a t i o n a l p o l i cy ( 5 8
“
B a rn es s re ply ’
I n eve r h e a rd of an ed uc a t ion a l
,
”
p olicy (6 3 ) cle a r ly s h ow s his mi n d ha s b e en th oro ughly
d iv e rt e d fro m his own wo r k t o B a gle y s p ro p o s it ion ’
.
“
( N o t e t h e e xt e n t t o which Div e rti n g I n t e r es t
“ ” “
over la p : with S ecu ri n g an I n te rvi ew a n d with Pre
I 8 TH E PSYCHOLOGY OF
s en ti n g t he Prop os iti on a n d Clos i n g t he S a le . Sel
dom d oe s on e ph a s e of t he t a ct ic s e n d a n d t he n ext
ph a s e c o mmen ce at a p a rticul a r p oi n t in t he i n t e rvi ew ) .
3 . R e or g a n iz i n g t h e S t r a t e.
gy Duri n g t h e i n t e rv i ew
“
it fre qu en tly b e c o me s cl e a r th at t he pict u re o f t he
p r os p ect s e cu re d b e fo re s ee i n g him is i n a d e qu at e or
fa l s e in ce rt a i n r es p e ct s . In c on s e qu e n ce it is mec es
,
s a r y t o r e o r g a n i z e t he pl a n s m a d e p r i o r t o t he c a ll . In
thi s p a rticul a r c a s e th e re is n o i n dic ati on of a n y s uch
,
reo r g an iz ati on
—
.
4 a P r e s e n t in g t h e P r op os iti on Th e Ar g u me n t
. .
3 I n t ro ducti on ( 1 9
.
“ ”
( I ) I b e li eve y o u h ave a s on ?
( 2 ) Son go i n g t o c olle ge ( 2 0
( 3 ) Y ou b e li eve i n a c olle ge e duc at i on
(3 3
b Educ a ti on a l p ol i cy ( 5 8
.
( ) A s s u re s s on o f c ollege e duc at i on (6 5
I
( 2 ) F a mily In c om e n ot affect e d by e x
p en s e o f s on goi n g t o c olle ge ( 7 3
'
(3 ) S o n will n o t h a v e t o w o r k h is w a y
th ro ugh c o lle ge ( 89
c P os s i bility of B r e dyi g ( 5 1 2 8 )
. a n s n 6 —
( 1 ) H i n t e d at a b ov e (6 5 ( B a rn es
m en ti on s p os s ibility) ( 98
( 2 ) The p os s ibility mu s t b e fa ce d ( 102
( 3 ) C a se of D oct o r Ke ll a r ( 1 1 5
( I The p r op os i ti on ( 1 2 9
.
( 1 ) B a s e d on cos t of b oy goi n g t o c olle ge

( 1 2 9 1 4 7)
-
TH E PSYCHOLOGY OF
an d high re g a r d fo r t hemem o ry o f h is
fath e r ? The fa ct th at his f a ther h a d
h a d t he fores ight a n d t he s en s e of re
s p on s ib ility a n d t h e love f or him t o
p rovid e fo r his co lle ge e d u c a t i on wo uld

s ee m t o him t he m o s t c e rt a i n e vid e nc e
o f a ll th a t his f a ther wa s the k in d of a
a ther he ha d a lway s beliec ecl him to b e

f
( 163
b Ve ry g re at i n t e re st i n his c olle ge ( 20
.
(3 3 ( 5 9 t o en d)
c.Lo ve for wi fe .
( 1 ) Inc o m e fr o m t he i nv es tm en t s o f s e lf
a n d M rs .B a r n es on ly s u ffic i en t t o
s upp o rt t he fa mily (7 3
( 2 ) A hig h s-pi r ite d b o y w o uld pr o b a bly

h es i t at e t o a llow his mother to s a c r ifice
for h i m ( 8 5
(3 ) K e lla r
’
s b o y will p r o b a bly b e a s o urc e
of emb a rras s men t to his mother .

( Im
pli es th at u n le ss B a rn es t a k es t he in
s ur a n c e his wi fe will b e in t he s a m e
s i tu ati on ) ( 1 2 5
(4) With o u t re q u i ri n g a ny s a crifice on

t he p a rt of h is m oth e r ( 1 60
d D es i re for a pprov a l
. .
—
( I ) Fro m oth e rs D oct o r Kella r s c a se s o
’
.
p res e n te d a s t o m a ke B a rn e s l oo k
d own up on Ke ll a r for his fa ilure t o
p rov i d e fo r his s on I n di re ctly B a rn es
.
,
mu s t fee l th a t u n l e s s he t a ke s t he in
uran ce ot he rs wi ll n ot a pprov e of his

s
a c t i on s ( 1 1 5
( )
2 Fr o m hi s o w n s o n .I n c as e of his
d e a th th i s e duc a ti on a l p oli cy wo uld

,
m a ke s on rea l i z e how much t he fathe r

l o v e d h i m et c ( 1 6 5
, .
0 F i ght i n g i n s t i nct
. .
( 1) R e fe ren ce t o n ee d s o f wi fe or ch i ldren
st i r s a fa th e r t o re d o uble d eff o rt s t o
prov i d e wh a t is nee d e d See i t e m s .
und e r ( a ) a n d (c ) a b ove .
( 2 ) Impl i c a t i on th at B a rn es may n ot get

wh a t he m os t w a n t s (c olle ge e duc ati on
fo r his s on ) ch a llen g es h i m t o figh t
for i t (66
( N ot e th a t t h e a r gum e n t is l o g i c a lly d e v el op ed d u r
in g t he s a l e s i n t e rvi ew wh e re a s t he a pp e a l s t o fee li n g
,
a pp e a r a t m a ny p oi n t s th r o ugh o ut t he i n t e rvi e w a n d
a b s o lut e ly i n n o l o g i c a l o rd e r . Th i s is typ i c a l of a goo d

s a l es t a lk ) .
5 . Cl os in g t h e S al e .
S e cu ri n g fi n a l a cc e pt anc e is a proc es s of le a d i n g t he
pros p ect fro m a n i n a ct iv e s t at e t o on e of a ct i v i ty a n d
ut i li z i n g th i s a ctivity t o s i gn t he c on tra ct H en ce .
‘
e v e ry p a r t o f t he i n t e r v i e w th a t a ro u s es a ct i v i ty ( s ee
es p e ci a lly
“
,4 b Pr
. e s e n t i n g t he P r o p o s iti on
—T h e F ee l
in g A s p e ct is a p a rt of t he cl ose Al s o e ve ry a c t of
.
“ ”
t he s a l es m an wh ich l e a d s t he p r os p e ct t o s a y Y es by
word of mo uth o r by an y a ct is a l s o a p a rt of t he close .
a
. Introd uc t i on t o cl os i n g .
“ ”
( )
I I b e l i e v e y o u h a ve a s on .
( 19
Of c our se , he
’
s n ot o ld e no ugh to go
”
to c olle ge y et is he? ( 20
,
“
M ay I s it d own a m o m en t ?
”
t a in ly (30
“
I d on t n ee d t o a s k y ou if y o u b e li e ve
’
” “
in a c olle ge e duc ati on Ce rt a i n ly .
”
n ot (34
“
Is th e re a n yth i n g e l se y o u c ou ld gi v e
” “ ”
y o u r b oy ? e t c No th e re i s n t
’
.
,
“
An d d oe s n t i t a l s o i ncre ase his a bil
’
” “
ity t o e a r n a l i vi n g ? et c I thi n k it .
is d e cid e dly (47

,
“
I a m gl a d t o s ee y ou a re i ns u re d
” “ ”
in ou r c omp an y Ye s et c
.
( 54 , .
“ ’
Y ou h a ve n t y et m ad e any i n s ur an c e
provi s i on for yo u r s on s c oll ege e d u c a ’
” “
ti on h a ve y ou ?
, I d on t un d er ’
st an d ,et c (5 8
.
“
Y ou h av en t t a k e n ou t an e duc a
’
“
t ion a l p olicy fo r y o u r b oy I n ev e r .
”
h e a rd of a n e duc at i on a l p ol i cy (6 1
No d oubt y ou n ew D oct or
”
k Kell a r .
Y e s I k n e w Ke ll a r ( 1 1 5
,
Wh at a fin e thi n g i t would h a v e b ee n
if D oct o r Ke ll a r h a d h a d s uch a prop o
i
s t ion for his b o y as t he edu c a tion a l
p ol ic y I a m p p
r e a r ed to s ub mit f or y ou r
” “
c on s idera tion Wh at is t he prop o
.
”
s it ion ? ( 29
1
)
(
a
ue s t on s a n i d fo r c e d ans we r s l e a d
in g d e te rmi n at i on of
to a a m o u n t of
p olicy ( 1 3 3 1 5 4) -
( 2) S umm a ry of a r gum ent a n d e moti on a l

“
a pp e a l (15 5 T ha t is a fi n e
p r o p o s i t i on I m v e r y much i nt e r
’
.
es t e d A s a m a tt e r of fa ct I v e b e en
.
,
’
th i n k i n g l at e ly of t a ki n g s ome more
”
in s ur an ce ( 1 74
(3 )
“
H o w much h a v e y o u n o w ? De
t a ile d a n s we r e n d i n g with r e qu e s t a s ,
t o a m o u n t o f p r e mium ( 1 77
“
(4) D on t y o u th i n k it is a fine c o mbi n a
’
Y es i t loo ks pre tty

” “
t i on pl a n ? ,
good et c ( 207 , .
( 5 ) Get s ou t a pplic ati on a s ks us u a l qu es ,
t i on s B a rnes s i gn s an d m a kes ou t
.
ch e ck .
“
( 6 ) Wh e n d o y o u e xp e ct s on t o e n t e r
”
c o lle ge ? ( 2 2 3
c St e p s t o cl o s e a se con d p ol i cy for B a rnes s
.
’
t wo d a ught e r s ( 2 3 2
AS SI G N M E NT LETE D B E FORE RE A D I NG
To B E C M P O
LE S S ON I I 1
Wri t e ou t yo ur a ns we rs t o t he fo llowi n g que st i on s a s ,
b a s e d on t he B a gle y B a rn es i n t e r v i ew-
.
1
A sl dy t d h b k i p p d h t h d m y ith
a re a st a e , t e oo s so re a re t a t e re a er a e er
d i ight th gh h m y
re a t r rou i or xt li k h f i h d b y
e a us e t as a t e , e t os e u rn s e a
p d
c o rres on h l Tim p
en c e s c oo .wii g h
e sig m will e n t on r t n out t e ass n en t s n et
the der greater ga in in k n owledge

rea and ab ility tha n the sa me a mou nt of time
s p ent in mere read ing .
I . Wh at is me an t by t he St r at e gy of S e ll i n g ?
Wh at a re t he m a i n e l e m en t s o f t he St r at e gy ?
2 . Wh at is m e a n t by t he T a c tic s o f S e lli n g ?
Wh at a re t he m a i n e l e m en t s o f t he T a ct ic s ?
At wh at p oin t do e a ch of t he five e le m ent s of
t he Ta ct i c s b e g i n a n d en d ?
LESS ON I I . A S E COND S AL ES INTE RVI EW
S a l es i n te r v i ews a re o f s uch imp o r t an c e t h at a n oth e r

e x a mpl e is p re s e nt e d i n th i s l es s on 1 .
M M E ORA N D U M OF S A LE S I NTERV I E W B ET W E E N HA RR I NG
TON A N D A LD ER S ON 2
’
P ic t ure
”
of J oh n B Ald ers on . . Wh l o es a e l S h oe Merc h an t ,
Pitts b rg h P u a
Firm R ti g
, .
a P r n l W lth
n e so a ea
Ag —A b t 5 0
,
e ou .
M rri d H t w h i ldr ; d g h t r 8
a e as 10 o c en au e 1 s on
d R
.
, .
D ir t r f t h F it h f l Tr t C mp y
ec o o e d Tb a u us o an , an ou n u e
W rk o s .
M mb r f E p i p l C h r h
e e o d ry ti i h r h w rk
sco a u c an ve ac ve n c u c o
M mb r f H
e C mm itt
e o P G lf Cl b
ou s e o ee, o u .
M mb r De C l b C h mb r f C mm r
e d i t r t d in
u , a e o o e c e, a n n e es e
S l ti
a va A rmy ond S h l f t h Bli d an c oo or e n .
N ti P
a yl i ; h l i d i Pitt b rgh i y th
ve en n s v an an as ve n s u s nc e ou .
H tr as l d xt i ly i A m ri
av e e d E r p
e Sp d
en s v e m n e c a an u o e . en s su
mr te s a h r d i i d t b gr t fi h rm
s ea s o e an s sa o e a ea s e an .
A hi p i t i h b k w ly i d i g i g bi d y ’
1
t t s o n n t e oo e a re on n t eres t e n et t n a r s -e e
iw f l i
V e o iw D
a s a es b w i d h
n t erv e if y h g
. pd o not e orr e , t en , ou a v e not r as e
th ig i fi
e s n f ll h d il gi i L
c anc e o I If y
a w bl d
t e et a s v en n es s on . ou e re a e to o
s o,
y w ld h dly d t dy h l
ou ou ar E h d il will b
n ee lb to s u t es e e s son s . ac et a e e a
td i i p p ts e r t u rn
h q ti gi
ora e n ro .
Th we an s h e rs to t h l f L
e t I ree u es on s ven at t e c os e o ess on a re
amply w d i h d t il d ly i f h B gl y B
an s ere n t e l it e a e an a s s o t e a e -
a rnes s a es n er
i w gi i htl t
It w w it
v e v en n a es s on .
Th i
2 l i t i wi b d
s s a es t l
n erv e xp ly
s as e on an ac u a c as e . as r t en e res s
f th i b k b y G i ffi M L
or s oo l r n . ov e a c e .
Best c hes s pl y r in hi l b
a e s c u .
I s a c o e c to ll r f t gr ph f f m p r
o au o di a s o a ou s e son s a n s sa id to h av e
a co mpl t e e co ll ti f t gr ph f t h Pr i d t
ec on o au o a s o e es en s o f t h e Un ited
States .
Sai dt y f
o be
b t ry h rd t g t i t r i w w ith
ea s o a c c es s , u ve a o e an n e v e
if he is t lr dy i t r t d i t h m tt r t b bm itt d
no a ea n e es e n e a e o e su e
R p rt d
.
e o rt e t mp r d d ig i fi d b t fi rm d
as c ou eo u s , ev en e e e , n e , u an
q i k i hi d i i
u c n s e c s on s .
O f hi l rk
ne o y W d n d y o Th r d y ft r
s c e s sa i th s e es a r u s a a e noon s e
b t ti m t
es hime o s ee .
O u tl in e of P la n t o S u b mit t o M r J oh n
. B Al d e r s on
. .
”
Tru st pl a n ; O r di n a ry li fe b a s i s E n ti re .
s u m t o b e h e ld by t h e c o mp an y a t his d e a t h i n t e r e s t ,
i nco m e a pp roxim at e ly
, a ye a r b e i n g p ay a bl e ,
e n t ir e ly t o h is wi fe e xc e pt th a t wh e n t he d a ught e r
re a ch es twe n ty o n e an d t he b oy e ighteen e a ch s h a ll
-
,
th e n rec e i v e a n i n c o me of a pp roxim a te ly a ye a r .
At m oth e r s d e at h t he b a l a n c e of
’
, t o b e p a id
s h a re a n d s h a r e a l i k e t o t he d a ught e r a n d s on At age .
th i rty t he b oy is t o re ce ive S p a i d i n a lump s u m .
The d a ughte r will d r a w t he i n co m e on du r in g

he r li fe tim e a n d a t he r d e a th t he p r inc i p a l s u m will
,
b e p a id t o he r ch i ld r en if s he h a s a n y If s he is .
wi th o ut i s s u e he r i n t e r es t s h a ll rev e rt t o her b roth er

, ,
if l i v i n g .
I n t e r vi e w H a r ri n gt on c a ll s on Ald ers on on a Wed

.
n es d a y a ft e r n oon He ent e rs t he s t o re an d st a rt s for

.
t he o ffi c e whic h is in t he re a r
, A cle rk as ks wh a t he .
“
c a n do fo r him
”
He s ay s he wa n t s t o s ee Mr Ald e r
. .
s on an d p as s e s on t o t he o ffi c e wh i ch he en t e r s w i th o ut
, ,
5
hi n dr an c e Ald e r s on wh om he kn ows by s ight is

.
, ,
s ea t e d a t a m a h og an y d e s k t a lk in g wi th an e mpl oyee ,
who is s h ow in g h i m s o m e p a pe r s .
my gre at -gre at gran d fat h e r He was a sea c a pt ai n i n
- .
Gl ouc e st e r M a s s a chu s ett s an d a ve ry goo d a m at e u r

, ,
c a b i n etm a ke r W hen he was at h o me b etween voy

.
,
a ge s he u s e d t o m a ke furni ture in his wo rk s h o p b ack

,
of t he old h o u s e At h om e I h a v e a numb e r of p i ec es 4 0
.
m a d e by h i m
H a rri n gt on : How fort u n a t e y ou a re I a m ve ry .
much i n t e res te d in old furn itu re b ut I d on t see ve ry ,

’
much of it I h aven t i n h e rit e d an y I h a ve a few

’
p i e c es I got in Phil a d e lphi a—an old Pe mbro ke t a ble a 45

. .
ch es t of d r awe rs a s m a ll Hep p elwhit e s id eb oa rd an d

, ,
a p a ir of k n i fe a n d fo rk c a se s B ut I h a v e s eve r a l b oo k s
.
on old fu r n i ture a n d I l i ke t he p i ct ures o f t he e a rly New
E n gl an d furn iture ve ry much Thi s W in d s o r ch a i r o f .
”
you rs is t he fi rs t pi ec e I h a ve eve r re ally s een 50 .
Ald e rs on re plies an d t alk s at len gt h a b o ut o ld New

E n gl an d furn itu re ; s h ows H a rrin gt on an antiqu e fu r
n it u re b oo k h e h as j u s t b o ught Th e y s p en d at l eas t
.
t e n mi n ut es in th i s wa y ( N ot e th
. a t H a rri n gt on h a d
n ot e d a n yt h i ng a b o ut Ald e r s on s o ld fa s hi on e d 5 5
’
n ot -
“
fu rn itu re h o bby in t he picture but a s s oon a s he s aw ,
t he Wi n d s o r ch a i r he re a liz e d th a t h e re wa s p ro b a bly
a C o mm on i n t e r es t a n d t he e as i e s t on e thro ugh wh i ch t o
b egi n t o dig i n t o Ald e r s on s a ss oci ate d i n t e res t s )

’
.
“ ”
Sudd en ly Ald e r s on c o mes t o so
.
Ald e r s on : But I m t a ki n g your t i me Y ou w an t e d

’
.
”
t o s ee me .
H a rri n gt on : O f c ours e b ut I a m ve ry gl a d t o h ave

,
h a d y ou t ell me s o much a b o ut y our furn i tu re I am .
d ee ply i n te res te d May I s it d own a mi u

”
. n t e ?
“
Ald e rs on : Ce rt a i n ly H ave th a t ch a i r
. .
S E LLING LI FE INSU RANCE 29
ri ngt on draws t he ch a i r clos e t o Ald e rs on s d es k an d ’
s its )
.
H a rri ngt on : I wa nt t o t a l k t o y ou a b ou t a c omple

”
t i on pl an .
Ald e r s on : To complet e wh at ?
“
H a r r in gt on : An yth i n g y ou c an t fi n i s h yours el f
’
wh en a ll yo ur pl an s mu st c ome t o a n en d or b e c a rr ie d
”
on by s o m e on e e l s e .
Ald e r s on : L i fe in s ur anc e ?
H a rrin gt on : L i fe i n s ur an c e- p lus l
”
Ald e rs on : Plu s wh at ?
H a rri n gton : Plu s co rp ora te a dm i n i strat i on .
“ ”
Ald e r s on : Wh a t do y o u me an ?
H a rr i n gt on : Mr Ald e r s on y ou b e l i eve in c or p or a t e s o
.
,
”
t ru s t ees h ip a s a g a i n s t i n dividu a l tru s t ees d on t y o u ?
’
,
“
Ald e r s on : C e rt a i n ly .
“
H a r r i n gt on : Y ou b e l ie ve th at t he c orp o r at e tru s
t ee s h ip giv e s g re at e r s a fety o f p ri n cip a l c e rt a inty o f in
,
t e res t a n d s e r vic e t o t he b e n e fici a ry o f t he tru s t th a n is 8 5

,
a ff o r d e d u n d e r i n div i du a l t r u s t ee s hip d on t y o u ?
’
,
“
Ald e r s on : O f c ours e But wh at has a ll t hi s t o do
.
with li fe i n s u r an c e ? I d on t n eed an y ; d on t wa n t a n y ;
’ ’
”
a m n ot go i n g t o b u y an y .
“
H a r r i n gt on : Th en we a re in a b s olut e a gree men t 90 .
Fo r I d on t th i n k y ou nee d a n y a n d I d on t w a n t t o s ell
’ ’
y ou a n y
— a s s u ch
. But I wou ld l i ke t o h a ve y ou r op in
ion on a c ert a i n feature of c or p o r a t e t r u st ees hip .
“
To illu st r at e my p oi n t in ad v an c e : In o r d e r t o es
t a b lis h a tru s t v a lu e d at s o m e b o dy mu s t put 9 5
up i n c a s h or re a l e s t at e o r s t ocks or b on d s
, , , ,
o r mo rtg a ge b o n d s , o r a c o mb i n a ti on o f th es e The .
t ru st c o mp an y ma y fin d s ome p oo r i n vest men t s Un .

30 THE PSYCHOL OGY O F
l e s s pre vent e d by t he n ature o f t he t r u st i t s e ll s th em ,
a t t he b e s t p o s s ibl e p ri c e s a n d put s t he m on e y i n t o g ood 100
in v e stm en t s It g et s t he b e s t i nt e rest r at es it c an wi th
.
o u t t a ki n g u n du e ri s k s as t o p ri n cip a l Bu t is it a fu n c .
t i o n o f t he tru s t c o mp an y o r is i t w i th in it s p rovi n c e t o
gu a r a n t ee t he p ri n cip a l a g a i n s t a ll h a z a r d s an d t o
”
gu a r a n t ee a m i n imum r at e of i nt e rest ?
“
Ald e rs on : No c e rt a i n ly n ot But I d on t s ee wh at
, .
’
y o u a re d r i v i n g a t an d I d on t w a n t an y l i fe i n s u r an c e
’
.
F r an kly y ou a re w a sti n g your t i me Mr H a rri n gt on

, , .
,
a n d wi th o ut m e an i n g t o b e unc i v i l I ma y a dd th a t I ,
(He ri se s as if t o 110
”
a m v e ry bu s y th i s a ft e rn oon .
di s mi s s t he s a l e s m a n ) .
H a rr i n gt on : ( St a rt s t o ri se b ut p a u ses on t he e dge
,
o f h is ch a i r put s his h and in his po c ket

, an d dr aw s o u t ,
a co i n c on c e a li n g it in his C l os e d fist wh i ch he h old s

, ,
“
o ut )
. Excu se me j u s t a m om en t Mr Ald e r s on I n s , . .
w a nt t o a s k y ou j u s t one qu es ti on ( Slight p a u se ) . .
“
C a n y ou t e ll me wh at I h a v e in my h a nd ?
Ald e r s on : Why—n o of c o urs e n ot ! ,
”
“
H a r ri n gton : (Ope n s his h an d ) C an y ou t ell me
.
”
no w?
Ald e rs on : Ce rt a i n ly .
“
H a rringt on : A fift y cent p iece An d why is i t y ou
-
.
c an t e ll me n ow wh a t I h a v e in my h a nd a n d a m o men t
a go y o u co uldn t ? S i mply b e c a u se y ou h ave seen in

’
You h a ve l oo ke d i n t o i t Won t y ou
’
s id e my h a n d . . 12
gi ve me t en m in ut es a n d t a ke a loo k in t o my p rop o s i
o —
t i n oth e rwis e y o u won t re a lly kn ow wh a t it is
’
.
”
Then if y o u a re n ot i n t e res t e d I ll go p ro mptly
, ,
’
.
( Loo ks at his watch ) .
Ald e rson : ( Smile s an d loo ks at his w at ch an d s it s

, ,
13
S ELLING LI FE INSURANCE I
d own ) All righ t I ll g i ve y ou t e n m i nut es b ut n o

,
’
,
m o re .
H a rri n gt on : Th en I mu s t wo rk fas t a n d y ou won t ’
”
i n t e rr upt me will y o u ? ,
“
Ald e rs on : No Go a he a d . .
H a rr i n gt on : We will h a ve t o go b ac k a little Y o u
“
.
h a d j u s t c on fi r me d my u n d e r s t a n di n g th a t it is n ot t he
fu n cti on o r t he p rovi n c e o f a t r u s t c o mp a n y t o gu a r a n
t ee e ith e r p r i n cip a l o r i n t e re s t B ut wo uld n t i t b e t o ’
.
t he a dv an t a g e o f t he p e r s on m a ki n g t he t r u s t a n d o f t he 140
b en e fic i a ry if t he p ri n c i p a l an d a c e r t a i n r a t e of i n t e re s t
”
we re gu a r an t ee d ?
“
Al de r s on : Obv i o u s ly but i t c a n t b e d on e Evi ,
’
.
den t ly y ou d on t u n d e r s t an d t he t r u s t bu s i n e s s M r
’
, .
H a rri n gt on Let me e xpl a i n t he p r i n cipl es of t he t r u s t 14 5

.
”
b u s i n e s s t o y ou .
H a rr i n gt on : ( Loo k s at his w a tch a n d s mil es ) , .
”
Tim e ou t ?
Ald e rs on : Y es , t i m e o u t ( He di s c o urs es for t e n
.
o r fi ft ee n m i n ut e s on t he bu s i n e s s o f tru s t c o mp a n i e s 15 0 .
H a r r i n gt on li s t en s att en t i v e ly gl a d t o h av e Ald e r s o n ,
t a lk i n g Aft e r a wh i le Ald e r s on s t o p s a n d s a y s )
.
“
W e ll th a t give s y ou a b ir d s e y e V i ew of t he t r u s t
,
’
-
”
bu s i n e s s Mr H a r r i n gt o n
, . .
H a rr i n gt on : An d it is n ot only i n fo rm i n g but m o s t 15 5 ,
i n t e r e s ti n g M r Ald e r s on I d like t o k n ow m o re a b o ut
, . .
’
t he t r u s t b u s i n e s s I d l i k e t o get s o m e th i n g t o r e a d on
’
.
”
t he s ubj ect .
“
Ald e r s on : I ll b e gl a d t o i n troduc e y o u t o o u r t r u s t
’
”
o ffi c e r ; he h a s s o m e th i n g s he c o uld le t y o u r e a d .
“
H a r ri n gt on : Goo d I ll t a k e t he lib e r ty o f re mi n d
.
’
in g y o u of th a t I m a g re at b e li e v e r in t he t r u s t c o m
’
.
3 2 THE PSYCHOLOGY O F
p an i c s an d I rec o mm en d t o my cl i e nt s th a t t h ey tru s ‘
t ee th e ir r e a l a n d p e r s on a l p r o p e rty wh e n e v e r I get
’
a n O p p o rtu n ity I a m r e a lly a b oost e r fo r t he t ru s t 165

.
c o mp a n i es But s om e of my cli e n t s a s k me t he s a me
.
q u est i on I as ke d y o u a few mi n ut es a go .
“ ”
Ald e r s on : Wh at wa s th a t ?
H a rr i n gt on : Wh eth e r or n ot t he tru st c o mp an i es
wo u ld gu a ra n t ee t he p ri n cip a l a n d a mi n imum r at e o f 17 0
”
i n te re st .
Ald e r son : Oh we ll wh a t is t he s en s e in th at q u es
, ,
ti on an y how ?
,
H a rr i n gt on : We ll I m go i n g t o expl a i n th at It
,
’
.
is r e a lly t he m os t imp o rt a n t p o i n t of my p r o p o s it i on 17 5 ,
s a v e on e Y o u s ee t he li fe i n s u r a n ce c o mp a n y I re p re
.
,
s e n t a ct s in s o m ewh a t t he s a m e c a p a city a s a t r u s t e e
also . No c o mp etiti on w i th t he t r u s t c omp an i es for i t ,
d oe s n ot h a n dl e or din a ry e s t at es It on ly m an a ge s t he
.
p roc e e d s o f it s p o licy c on t r a ct s in o r d e r t o p reven t l os s 180

an d w a s t e o f t he p r i n cip a l a n d t o m a k e s u r e th a t a m an s
’
pu r p o se O f p ro vidi n g a livi n g fo r his fa mily is c a rri e d

ou t . B ut u n d e r ou r pl an t he li fe i n s u r a n c e m one y is
s imply h e ld a s a p a rt o f t he c o mp a n y s g e n e r a l i n v e s t e d
’
fu n d s It is mi n gl e d with t he gen e r a l fu n d s No in di 18 5
. .
vidu a l i n v e stm en t is m a d e The re fo re th e re is n o ri s k

.
,
o r l o s s o f t he pri n cip a l A n y los s e s t he c omp a n y ma y

.
s u s t a i n c o m e o u t o f t he g en e r a l fu n d an d a s t he c o m ,
p a n y c a r ri e s a big s u r plu s t o p rov i d e a g a i n s t c on ti n

ge n c ie s th e re is a lw a y s m on e y e n o ugh t o p r ovid e i n 190
,
full fo r t he co mp a n y s o blig ati on s

’
.
A man di e s a n d l e a v es a p ol i cy of an d
wh en e v e r it is c a lle d up on t o s ettl e t he c o mp an y mu st ,
b e a bl e t o p a y in c a s h But t he c omp an y will h o ld t he

.
S ELLING LI FE INSU RA NCE 33
pri n c i p a l for t he b en e fic i a ry an d p ay i nt e res t a s lon g a s 195

may h ave b een s p ec i fi e d Th r ee p e r c en t i n t e re s t is
.
gu a ra n t ee d B ut t he co mp an y p ays a s u r plu s i n t e r e s t
. .
At pre s en t i t is on e an d a h a l f p e r c ent m a ki n g a t ot a l ,
”
of four a n d a h a l f p er c en t .
“
Ald e rs on : Fo ur an d a h a l f p e r cent is n O t l a r ge .
“
H a r r i n gt on : A s y ou a re a b an k di re ct o r I do n ot ,
n ee d t o as k y o u why mu n ic i p a l b o n d s p a y a b o ut fo u r
e r c e n t t o fo ur a n d a h a l f p e r c e nt whil e s t ock s p a y
p ,
s e v e n p e r C e nt t o t en p e r c e nt We kn ow it is s i mply a
.
qu e s ti on O f s a fety Wh en y ou buy a s e cu ri ty which is 205

.
”
p r a ctic a lly gu a r an t ee d t he r at e is a lw ay s low i s n t i t ?
, ,
’
“ ”
Ald e r s on : Y es .
“
H a r r i n g t on : An d wh en y ou a re gon e y ou w ould
p rob a bly r ath e r h a ve yo u r fa mily d e p e n d on fou r a n d
a h a l f p e r c e n t i n v e s tm e n t s th a n o n s ix e ight o r t e n 2 10 , ,
p e r c e t s t ock s
n . N o w th e s e a re my fi r s t p o i n t s — t he
p r i n c i p a l a n d t he m i n imum i n t e re s t a re gu a r a nt ee d .
Bu t t he big p o i n t is thi s : wh e n a t r u s t is e s t a bli s h e d in

t he u s u a l wa y with s t o ck s an d b on d s a n d re a l e s t a t e
,
of s ay t he e s t at e mu s t h a v e t he v a lu e o f $ 1 00 215 ,
000 m u s t n t it ?
’
,
“
Ald e r s on : O f c our se .
“
H a r ri n gt on : We ll y o u c a n see th at in thi s re s p e ct
, , ,
o u r p r o p o s it i on is w on d e r ful I n s t e a d o f h a vi n g t o put
.
up a n e s t a t e of o n which y ou r b en e fi c i a ry will 220
h a ve t o p ay t a xe s a ft e r yo u re gon e y ou p ay t he t a xe s
,
’
, ,
or p re mium s whil e y o u a re he re a n d t he c o mp an y put s
up t he wh e n y o u re gon e The c o mp an y
’
.
c re a t es t he p r i n cip a l gu a r a n t ee s it a n d gu a r a n t ee s a
, ,
mi n imum i n t e re s t r a t e R e a lly M r Ald e rs on is th e r e 225

.
, .
,
”
an yt h i n g e l s e in t he w o rld lik e i t ?
Ald e rs on : No I gu e s s the re i s n t It r e a lly IS a re

,
’
.
m a r k a bl e p ro p o s iti on a fte r a ll Oh I h a ve n t a n y
, .
,
’
O bj c i
e t on s t o li fe i n s u r a n c e — I re a lly thi n k i t is a fin e
thi n g but I h a ve a ll I n ee d t ogeth e r with my oth e r 23 0
, ,
e s t ate .
“
H a rr i n gt on : I m gl a d t o h e a r y ou s ay th at y o u b e
’
li e ve in li fe i n s u r a n c e M r Ald e rs on I re a lly fe lt s u re
, . .
y o u did In fa ct p r a ctic a lly e v e ryb ody d oe s th e s e

.
, ,
” “
d ay s M r R oo s e ve lt ( p o i n tin g t o his pict u re ) wa s 23 5
. .
We ll i n s u re d He h a d a c o n s id e r a ble e s t at e but he c ar
.
,
ri e d a l a r ge a mo u n t o f li fe i n s u r an c e By t he way h e re .
,
”
is a fin e c o mme n t he m a d e on li fe i n s u r an ce ( t a ki n g a
p a mphl et fro m his p ock et )
M r Ald e r s on I w a n t t o t e ll y ou a littl e s e cret—a 24 0
.
“
.
,
little p ro fe s s i on a l s e c re t ( p o i n ti n g t o a pictu re on
“
Ald e r s on s d e s k) ’
Th e re s a pict u re o f a m an ly l oo k
.
’
-
in g la d s t a n di n g on t he gu n w a l e o f a d o ry ; h a s on h is
b athi n g s uit ; h avi n g t he time o f his y o u n g li fe enj oyi n g
h is v a c ati o n at t he s e a s h o r e W e ll I fo und o u t s o m e 24 5 .
,
thi n g a b o ut th at b oy b e fo re I c a m e in t o s ee y ou I .
know s ome p eo pl e who m y ou k n ow t oo a n d c as u a lly , ,
I a s ke d s o m e q u e s ti on s a b o ut y ou a n d yo u r fa mily n ot ,
o u t o f c u r i o s ity
— no b ut b e c a u se I w a n t e d t o s e e if
,
th e re wa s an y way in which I might b e a ble th rough my 25 0

c o mp a n y t o b e of s e r vic e t o you an d your fa mily D on t .
’
thi n k I v e b ee n p ryi n g i n t o y our fa mily a ff a i rs I

’
—
h a ve n t All I kn ow I m go i n g t o lay on t he t a bl e n ow
’
.
’
in c on n e ct i on with a pl an I v e b een s h a p i n g t o fit y our

’
s itu a ti on a s I s aw it .
Y o u a n d M rs Ald e r s on h a v e I a m t old t wo ch il
“
.
, ,
d ren who are a s o u r c e of s ati s fa cti on t o y ou a s b oth of

, ,
th em h a v e d one y ou great credit The la d is still qu i t e .

And I h aven t for gott en Mrs Ald e rs on e i th er

’
.
, .
I ve work e d ou t a b e a uti ful little tri an gul a r p rop os iti on

’
th at w i ll en a ble y ou t o c ompl et e yo ur pl an s as t o t he
future of y o ur wi fe y o u r d a ught e r an d y our b oy , , .
“
In c a s e of yo ur p re m atu re d e a th o u r c omp an y w i ll 205 ,
c re dit y o u r wi fe an d child ren with with t he

followi n g s e r vic e as s umi n g t he pre s en t t ot a l i n t e res t
,
r a te of fo u r a n d a h a l f p er cent t o b e e a rn ed an d p a i d
a t s uch tim e (W r it es on a s lip of p a p e r a s he t a lks )
. .
Va l ue o f e st a te,
Tot a l in c om e, if p rerm t in teru t b a r f: c on ti n u a .
Pa y blwif f l i f $ 5 00 y r
a e to e or e, 2, a ea .
P a y bl
t ad ght r e o y r ft r g tw ty
au e h , a ea a e a e en -on e
, er
s h r g i g t y r w i f ti l h ti m
a e o n o ou e un suc e .
P y bl t y r
a a e o y r b gi i g w it h t h fir t y r
ou s on , a ea , e nn n e s ea
i
n co ll g w ll y t g igh t
e e, e
’
i t sa ah th r g a e e ee n o r n n e een o r s u c o e a e
as y wi ll i d i t hi h r t g t y r wi f ti l h ti m
ou n c a e, s s a e o o o ou e un suc e .
At y r w i f d th h i m t b d i id d b tw y r
’
ou e s ea , er nco e o e v e e e en ou s on
an d y r d g h t r b t t g t h irty
ou au l t r f ll wi g t h d t h
e u a a e or a e o o n e ea
h Y r d gh t r
, , ,
o f y r w if y r
ou i t r
e, i ou i s on s o ec e v e n c as . ou au e
h w r wi ll r i h h r
o ev e , i m f l if
ec e v e d t h er s a e as an n co e or e an a er
d thea w i ll b p i d i h t h h i ldr if y ie h
a n c as o er c en , an , or n suc
o t h r w y y my d ig t
e a as ou a es na e .
Th at is y o ur c o mplet i on pl an It a dd s t o you r l i fe 3 00 .
—
p ro g r a m t he on e thin g l acki n g a de fin it en es s an d a n
a b s o lut e c e rt a i n ty ; a mi n imum p r ot e cti on t he l a s t ,
i n t ren ch men t a g a in s t w an t a n d h a rd s h i p ; t he g u a r an
t ee o f a li v i n g fo r y o u r wi fe n o m a tt e r wh a t h a pp en s ; ,
t he c e rt a i n ty o f a d e gree o f i n d e p en d e n ce fo r y ou r 3 05
d a u ght e r if s he m a rr i e s a n d a m i n imum livi n g if s he

, ,
d oe s n t ; a gu a r a n tee o f an e duc a ti on fo r t he b oy an d
’
a h e lp whil e he is g e tti n g s t a rt e d in bu s i n e s s n o m a tt e r ,
wh a t may h a pp en Thi s a ye a r if by an y ch a n c e
.
,
i t s h ould wo uld s ee h i m th ro ugh c oll e ge a n d 3 10

be a ll, ,
a ft e rwa rd togeth e r w i th his i n it i a l e a rn i n gs wo uld b e

, ,
e n o u gh t o e n a bl e him t o m a i n t a in a r e s p e ct a bl e p os iti on
in his o ld c ir cle He c o uld n t c o ll e ct old fu rn itu re o r

.
’
a ut o g r a ph s o f fa m o u s men o n s uch a n i n c o m e b ut y o u ,
k n ow wh a t i t m i ght me a n for him It might b e t he 3 15 .
di ff e ren ce b etwee n a good s t a rt a n d a p oo r on e B ut .
e ve n t u a lly th e r e will b e t o h e lp him in his bu s i
ne s s Thi s might b e t he fin a n ci a l a id th at wo uld fi n a lly

.
m a ke his b u s i n es s a gen ui n e s ucc es s To y o u r d a ught e r .
i t might j u s t b e t he m a r gi n b etwee n h a ppy in de p e n d 3 20

e n c e a n d u n h a ppy d e p e n d e n c e To y ou r wi fe as t o t he
.
,
child ren it wo uld b e t he gu a r a n t e e o f t he fulfillme n t

,
o f y o u r li fe tim e pu r p o se t o m a k e t he futu r e s a fe fo r
th e m u n d e r a n y a n d a ll c ir cum s t an c es if a n yth i n g
s h o uld h a pp e n t o y o u r inv e s tm e n t s O f c o u r se we 3 25 .
,
’
d on t e xpe ct an y t hi n g t o h a pp en B ut wh a t i s n t .
’
gu a r a n t ee d is u n ce rt a i n a n d th i s p r o p os iti on is a s a fe
h e dge a g a i n s t a ll u nc e rt a i n ty .
Ald e rs on : We ll I ll t e ll y ou M r H a rr i n gt on th at
,
’
, .
,
is i n t e res t in g It d oe s s e rv e t o c o mpl e t e on e s p lan s by 3 3 0

’
.
fu rn i s hi n g a c e rt a i n gu a r a n t ee in c a s e t he b ott o m fa lls
,
ou t . B ut I v e go t thi n g s p retty we ll a r r a n ge d I
’
.
a l r e a dy c a r r y o f li fe i n s u r a n ce I h a v en t '
’
.
w a st e d my mon e y I h a ve s a ve d a n d I h a v e pros p e re d
.
’
in i n ve s tme n t s I d on t mi n d t e lli n g y o u t he i n c om e o f 3 3 5
.
my e st at e a t fo u r a n d a h a l f p e r c en t i nt e res t wo uld b e
s e v e r a l tim e s t he i n c o m e y o u h a v e b ee n t a lki n g a b o ut .
S o wh i le y o u r p rop os iti on is a goo d on e I d o n t b e li e ve

’
, ,
I n ee d it I ll l ea v e my es t at e in t r u s t a n d it will b e
.
’
re as o n a bly s ure The p e rc en t age of loss es on es t a t es 3 4 0

.
”
l e ft i n t ru s t is ne gligi ble .
H a r r i n gt on : Y ou a re a b s olut e ly r i ght Mr Ald e r , .
s on . All y o u s ay is tru e ; th ou gh I s h ould like t o p oi n t

o u t thi s fa ct : th at if th e r e s h o uld b e on ly on e e s t at e
fa ilure in twen ty y e a rs an d th at fa ilu re s h o uld h a pp e n 3 4 5

t o b e in t he e st at e y o u h a d l eft t o y o ur fa m i ly t he low ,
p e rc en t a ge of fa ilu res would n t h elp y ou r w i fe an d yo ur’
d a ught e r a n d y o u r b oy Th at l os s w ould h a ve t o fa ll
.
o n s o m e i n dividu a l s It might j u s t a s we ll fa ll on y our

.
h e i rs a s on an y oth e r s The ch an ces a re p e r h a p s n e a r ly

.
e v e n a s b e twee n t he b e n e fici a r i e s o f v a ri o u s es t a t e s .
Now y ou w an t s o me thi n g th at is c e rt a i n ; th at e limi

n at e s u n c e rt a i n ty Y o u w an t a mi n imum prov i s i on on
.
which th e re i s n t e ven a s m a ll ch an c e o f l os s In my
’
.
p ro p os iti on t he ri s k is e l i m i n at e d by t he mi n gl i n g o f
t he i n s u r a n c e e s t a t e m on e y w i th t he gen e r a l c o rp o r at e
fu n d s o f o u r comp an y An othe r p o i n t : i t is a lw a y s t he
.
u n exp e ct e d th at h a pp en s Y ou a n d I c an s it h e re an d
.
figu re o u t a ll t he thi n g s th at might h a p pe n an d s et

the m d own a n d twe n ty ye a r s from n ow n on e o f th e m 3 5 0
h a s h a pp e n e d But s o m ethi n g e l s e h a s h a pp en e d which
.
we did n t figure on Th at s j u s t wh at I w a n t t o i n s u re
’ ’
.
y ou ag ai n s t . Y o u c an s ee c an t y ou th at wh at I w an t
, ,
t o s e ll y o u i s n t s o much li fe i n s ur an c e a s it is a s ur et y
’
b on d fo r t he a b s olut e c o mpl eti on o f y our li fe pl a ns for 3 05

yo u r wi fe yo u r d a ught e r a n d y o ur b oy wi th o ut any
, ,
p o s s ib ility o f fa ilu re ? I s n t th at a b i g t h i n g for an y

’
ma n t o a cc o mpli s h ?
“
Ald e r s on : Y es i t is , .
“
H a r r i n gt on : An d i s n t thi s a won d e r ful way in 3 70
’
which t o a cc o mpli s h s uch a big t h i n g ? The p ri n cip a l

gu a r an t eed a mi n imum i n t e res t income gu a r an t ee d
, ,
a b s o lut e s e cu r ity which c a n b e ha d in n o oth e r wa y .

And i n st e a d of putti n g up t he e s t at e on wh i ch your

b ene fic i a ry will p a y t a xe s y ou p ay t a xe s n ow a n d t he 3 75
,
comp an y put s up t he e s t at e O n e hu n d r e d th o u s an d
.
d o ll a r s in c as h h e ld p r a ctic a lly in t r u s t a n d a dmin is

, ,
t e re d a s y o u ma y di r e ct Wh at a fine thi n g t o k n ow
.
n ot me re ly t o b e li e v e o r h o p e— but t o kn ow th a t a t l e a s t
a livi n g is a s s u re d b e y on d a n y d o ubt t o y ou r wi fe a n d 3 3 0
yo u r d a ught e r an d t he b oy Y o u h a ve a l re a dy b u ilt
.
up a big e s t a t e which if a ll goe s we ll will p r ovid e fo r

, ,
th e m h a n d s ome ly It t a ke s on ly t he s a fe ty of t he in
.
s ur a n c e t r u s t fu n d t o gu a r a n t e e t he c o mpl e ti o n of y o u r
pl a n s for t he futu re of you r lov e d on e s a livi n g for y o u r 3 3 5

,
wi fe li fetime i n d e p en d en c e fo r you r d a ught e r a n e du

, ,
c a ti on a n d goo d s t a rt in li fe fo r t he b oy .
—
( P a u s e Ne ith e r s p e a k s fo r s o m e tim e H a rr i n gt on .
c on t r ol s his impuls e t o s p e a k a s t he p a u s e s ee m s t o g row

u n b e a r a bly l on g . Fi n a lly Ald e r s on s p e a k s ) .
Ald e r s on : How much will thi s p ro p o s iti on c os t me ?

“
“
H a rr i n gt on : Ju s t wh a t is you r a ge M r Ald e r son ? , .
”
Ald e r s on : Fi fty o n e -
.
“
H a rr i n gt on : St r ictly s p e a ki n g M r Ald e r s o n I
, .
,
s h o uld b e w r on g if I s a id it wo u ld c os t
y o u s o much 3 95 .
Y o u k n o w e n ough a b o ut li fe i n s u r a n ce t o k n ow th a t a
s i n ki n g fu n d o r a s a vi n g s a cc o u n t is r e a lly built u
p ou t
o f t he p re mium s d e p o s it e d an d th a t m a n y me n who
,
n ee d a g oo d , s a fe a n d re g u l a r s a v i n g s pl an t a k e o u t
,
li fe i n s u r a n c e fo r this pu r p o se on ly Yo u r p r emium 400

.
on thi s pro p os iti on ( o r d i n a r y li fe b a s i s ) will b e a b o u t
fo ur a n d th ree q u a rt e r s p er c e n t at t he b e gi n n i n g b u t
-
,
will b e r a pidly r e duc e d t o th ree an d a h a l f p e r c en t a n d

les s if we a re a ble t o c on t i n u e t he s c a le o f divid e n d s we
”
a re n ow p a y i n g .
Ald erso n : Fo ur th ou s an d se ve n hu n d re d an d fi fty

”
d o ll a rs .
H a rri n gt on : App roxim at e ly But as I s a id if ou r

.
, ,
p re s en t divid en d s c a le c on tin ue s you r r at e will g r a d

,
u a lly d e c re as e fr o m a b out fo u r an d thre e qu a rt e r s p e r 4 10

-
c en t t o a much l owe r r at e An d a s y ou kn ow y ou
.
, ,
a r en t s p e n di n g m on e y Y ou a re i n ve st in g in t he l e as t
’
.
u n c e rt a i n s e cu r ity y o u h a v e e ve r c on s id e re d an d wh en ,
e v e r y o u die thi s w i ll p ro b a bly p r ov e t o b e t he m o s t
p rofit a ble i n v es tm en t y ou h av e e ve r m a de fo r y ou r 4 15
fa mily B ut even if y ou we re s p en din g t he m on ey
.
,
y o u kn ow y ou wo uld n ot c o u n t t he c o s t if y ou got t he ,
s ati s fa cti on y o u d es i r e d .
“
Wh a t gre a t e r s a ti s fa ct i on c ould y o u h a v e th a n t he
k n owle dge th at y ou h a d a dd e d t o y o u r es t a t e th i s re 4 20
s e rv e i n c o me which n o di s a s t e r t o y o ur p r e s en t e s t at e
c o uld aff e ct in an y wa y which wo uld gu a ra n tee t he fu l

,
fi llme n t o f y o ur pl an s for yo u r w i fe y ou r d a ught e r a n d

, ,
”
yo u r s on ?
( L a y s out t he a pplic ati on bl an k ) Y ou are fi ft y o n e 4 25
.
-
yea rs o ld Wh at i s t he d a te o f bi rt h ?
.
'
(Alde rs on an s we rs H a rr i n gt o n s qu es t i on s The a p
’
.
plic ati on is fille d o ut a n d Ald e r s on s ign s his n a me with

o u t a wo r d wh e n H a rr i n gt on p a s s e s him t he fo u n t a i n
p en ) .
H a rri n gt on : Do y ou w an t t o p a y this by ch eck ,
M r Ald e r s on ?
.
“
Ald e rs on : Now ?
“
H a rr i n gt on : Y es Th at is t he on ly wa y in which
.
”
I c a n bi n d t he i n s u r a n c e .
“
Ald e r s on : I n e v e r p a id fo r a n y i n s ur an ce in a d
v a n c e b e fo r e .
S ELLING LI FE INSU RANCE
“
H a rr i ngt on : Then t he o th e r a ge n t s d ro pp e d on e
li n k in t he ch a i n o f you r p rot e cti on Th ey did n t m a ke
.
’
It i mme di a t e . Y ou a lw ay s bi n d yo ur fi re i n s u r an c e 4 4 ,
”
d on t y ou ?
’
Ald e rs on : Y e s b ut I d on t h av e t o p ay c as h in
,
’
”
a d v a nc e .
H a rr i n gt on : No o f c o u r s e n ot but t he fi re ins u r
, ,
a n c e c o mp an y c an c a n c e l if it s ee s fit c an i t n o t ?
, Fi re 4 4
a n d li fe i n s ur a n c e a re di ff e r en t . If we a re g o i n g t o b i n d
fo r i mme di at e as we ll a s p e r m a n en t p r ot e cti on we mu s t ,
”
h a ve t he ch e ck i n a dv an ce .
( Expl a i n s c on dit i on s o f
“
bi n di n g an d t a ke s ou t his r a t e b oo k ) The e x act
.
a m o u n t is
Ald e rs on c a ll s a cle r k h a s a ch e ck wr itt en p a y a b le t o

,
t he H e a rth s t one Li fe I n s u r a n c e C o mp an y an d h an d s ,
it t o H a rri n gt on who d et a ch e s a c on diti on a l a dv an c e

,
p re mium bi n di n g re c e ipt fro m t he a pplic at i on s ign s it , ,
an d g i ve s i t t o Ald e r s on .
A SSI GN M E NT TO BE P RE P A RE D B E FORE RE A D I NG
LE S S O N I I I
R e a d ove r t he s a le s i n te rvi ew b etwee n H a r ri n gt on
a n d Ald e r s o n. Wr ite ou t a n a n a ly s i s o f t he s tr a tegy e m
pl oye d by H a rrin g t on in s e lli n g Ald ers on Us e t he .
a n a ly s i s giv e n in L es s on I a s a m o d e l .
LESS ON I I I TH E STRATEGY OF S ELLING AS
.
EM PLOYE D BY HARRINGTON IN S ELLING

ALDE RSON
Si n c e t he s t ra te gy o f s e lli n g c ov e r s t he p rep a ra tion

—
fo r s e lli n g t he i n v es tig a t i n g fig u r i n g an d pl an n i n g
, ,
—
c a rr i e d on p r i o r t o i n t e rvi ew n t e p ro s p e ct a p re
h
limi n a ry c a ll fo r t he pu r p os e of g etti n g acq u a i n t ed
a n d s i zi n g t h e p r o s p ect up w o uld b e l on g u n d e r t he
h e a di n g of s t r at e gy But t he m an e uve r i n g ch a r a ct e r
.
is t ic of t he i n t e rvi ew wh en t he s a l e s m an h a s c a lle d
,
t o s e ll t he p ro s p e ct b e l on gs und e r t he h e a di n g of t a ctic s
,
r ath e r th an S t r at e gy .
TH E S TRA TEGY OF S E LLI NG A LD ER S ON

I . P r os p ec t . To wh om a m IA n s wered by
s ellin g ?
”
Pictu re o f J oh n B Ald e rs on ( p a ge . H e re is p re
s en t e d a s full a d e s c r ipti on o f t he p e r s on a lity a n d in
t e re st s o f Mr Ald e r s on as c o uld b e d et e rmi n e d by t he

.
s a le s m an .
2 . P r op o s ition .Ex a c tly wh at a m I s ellin g? Out

li n e d in t he Pl an t o s ubmit t o Alde rson ( p age
3 C on vic t ion s
. .Wh a t c on vi c tion s mu s t t h e p r os
p ec t h a v e b ef or e h e will b u y ? H a rri n gt on d ecid e d t o
build his wh ol e a rgumen t in te rm s o f Ald e r s on s kn own ’
i n t e re s t in a t r u s t c omp an y The t h ree con v iction s he

.
c on s id e re d Ald e r s on ha d t o h a v e b efo re he would buy

w e re
5 . Ap p e a ls . Wh at id e a s an d in c it e me nt s mu s t I
p r e s e n t s o t h a t t h e p os p e c t wil l h a v e t h e n e c e s s ar y r
c on vic tion s a n d i mp u l s e s a n d b u y ? Th e e is n o n eed r
to di s cu s s t he affa i rs o f a tru s t c omp an y in o r d e r t o
m a ke th e m cle a r t o Ald e rs on but th ey mu s t b e dis ,
cu s s e d s qic ient ly s o th a t th ey a re fre s h in Alde r s on s ’
mi n d a n d a l s o in o rd e r th a t through a di s cu s s i on of
the m Ald e rs on c an b e i n t e res t e d in t he i n s u r an ce p rop o
s it ion The a dv a n t a ges o f t he i n s u r an c e p ro p os iti on
.
o v e r a tru st c o mp a ny s pl a n mu s t b e m a d e a b s olut e ly
’
cle a r In fact thi s is t he crux of t he wh ole p roble m o f

.
,
c on v i nc i n g Ald e r s on 1
.
A fte r Alde rs on ha s b een c onvi n ce d th a t t he in s ur anc e

p rop os i t i on i s s up e r i o r t o th at of a t r u s t ee d es t at e pl an ,
t he fea tu re s o f t he p r o p o s it i on s h o uld b e p resen t e d .
He wi ll n ot buy h owe v e r e ven wh en c onvi n c e d of a ll

, ,
th i s He mu st th en b e m a d e t o re a liz e th a t thi s is t he
.
on ly pl a n which will a b s o lut e ly gu a r a n t ee t he pl an s fo r
his fa mily b e i n g a cc o mpli s h e d .
Ald e rs on will b e s old if at a ll in t e r m s of his love for , ,

.
his s on d a ught e r a n d w i fe an d t he ch an ce th at t he y
, , ,
may l ose wh a t he ha s pl an n e d t o lea ve th e m b e c a u s e o f

fa ilure o f his tru s t c omp an y t o t a ke c a re o f his e s t at e .
B ec a u s e o f Ald e rs on s kn own i n t e re s t in t he Pres i ’
d en t s o f t he Un it e d St at e s H a rr i n gt on c a rr i e d with him ,
t e s timon i a l s s ign e d by Roos e v e lt T a ft an d Wil s on , , ,
1
It i f i q ti wh t h b t t
s a a r u esl i t i w w ld t h d
on e er a e er s a es n e rv e ou no a ve e
l p d if H i gt h d t t d ff with t h t t m Ih p p i “
ve o e a rr n on a s ar e o e s a e en t : av e a ro os
ti
on wh i h m t i t t y f it i m k dly p i t t h t t t
c us n eres ou, or s ar e su er or o a a ru s
co mp y anff It g t
c an o b t h p i ip l d i t t d t t
er . u aran ees o r nc a an n e re s , an a ru s
co mp y a d ithe Thi w ld h f d A ld
an c n o ne r
”
. s t ti ou av e oc us e ers on s
’
a t en on
on t h i p i t nd w
s ld h f d him t
o n a id t h p p i i t t h
ou av e orc e o c on s er e ro os t on a e
t rt n d w ld p ba bly h p
s a , a ou t d A ld ro i i g p H i gt av e rev en e ers on s z n u arr n on
as ma who did t
an d t d t t mp i no un ers an rus co a n es .
but u se d on ly t he forme r b e c a u se Roo se ve lt s p i ctu re ,

’
a l on e a pp ea re d on t he w a ll The o p en i n g re m a rk s a .
” “ ”
an yth i ng y ou c a n t fi n i s h y o u rs e l f
’
c ompleti on pl an
l i fe i n s ur an c e—
, ,
“ ” “
plu s plus c o r p o r at e a dm i n i st r a
,
t i on et c w ere c a re fully pl ann e d ou t s o a s t o m a i n t a i n

, .
,
i n te res t an d a t t he s a me time le a d Ald e rs on t o his m a in

a r gum e n t The co i n s tu n t (
. 1 1 2 —1 2 9) wa s th o ught o u t
t o u se with j u s t s uch men as Ald e rs on who a re v e ry a p t ,
t o d ec i d e th e y d on t w ant i n s u r a nce b e fo re th e y h a v e
’
l oo ke d i n t o t he prop os iti on
‘
The u se of t he b oy s picture on Ald e rs on s d e s k wa s

’ ’
n ot pl an n e d ou t o f c o u r s e b ut it wa s s e iz e d up on by
, ,
H a rr i n gt on i n o rd e r t o m a ke his re m a r ks s t i ll mo re
p oi n t e d .
ASSI G NM E NT To B E P RE P A RE D B E FORE RE A D I NG
LE S S ON I v l
Study t he H a r r i n gton Alde r s on s a l es i n t e rvi ew in t he -
l i ght o f H a r ri n gt on s t a ct i c s U s e t he an a ly s i s given in
’
.
L es s o n I a s a mod e l W r it e o u t y ou r a n a ly s i s o f t he
.
ta c tic; e mpl oy e d by H a r r i n gt on in s e lli n g Ald e r s o n .
1
mp ti ly y
It is q i id b t bj t I i t o ac a su t a n en
h q i d id i
co a ra ve ea s u re ea: a ou ec . s
tit ly diff t m
e ere n ff ti m
at t er t o u s e s u c ac u re e as n an e ec ve a n n er .
Th ig m d ig d p ig wh y “ ”
es e as s n id y
en t s i a re es ne to a ou n ut t n ov er at ou
l
e a rn h If y
ere d i
. ly k wl d g j t d th gh h b k
ou es re on no e e, us rea rou t e oo .
B ut if y d i dd d fi d
ou i y
e s re a l f m i iti ti
e d g
c on enc e n o u rs e , o re n a v e, a n re a t e r
f i lity i pl
ac ni g d x i g
an n n l h wi an th ig m
e ec u t n a s a e, t en r t e ou t es e a s s n en t s
as y m th m D
ou c o e to d h d il y h fi i h d h ig
e . O not re a a ea u nt ou av e n s e t e as s n
m en t dan y h d y b
a re s u re Th mp i wi h h
ou av e on e ou r es t . en c o a re t t t e
a nsw i h f ll wi g l
er n t e Th y o o h wf y
n w ight d
ess on . en ou c an s ee o ar ou ere r an
j t wh i y r mi k l y
us ere n ou st a es a .
L ESSON IV T H E TACTICS OF S ELLING AS
.
EMPLOYED BY HARRINGTON IN S ELLING

ALDERSON
The s t r a te gy wo rke d by H a rri n gton t o s e ll l i fe

out
i n s ur an ce t o Ald e r s on wa s ou tli n e d in L es s on I I I In .
thi s le s s on we are i n t e res t e d in s ee i n g j u s t how H a rr i n g

t on put his pl an i n t o o p e r ati on In oth e r w o r d s how
.
,
did he p res en t wh at he h a d c a re fully p rep a red A s given .
in Le s s on I t he p r es en t ati on o r t actic s i n v olve s fiv e

, , ,
ph as es Th ese a re di s cu s s e d in th e i r o r d e r
—
. .
D o n ot ge t t he ve ry fa l s e n oti on s o p r e v a l en t t o day
, ,
th at t he pro s pe ct p a s se s a b ruptly from on e ph a s e o f t he

se lli n g t o a n oth e r U s u a lly a p ros p e c t is g r a du a lly
.
dive rte d from his own bu s i n e s s t o t he n ew p ro p os iti on ;

while thi s is t a ki n g pl a ce t he p r op os iti on is b e i n g p re
s en t e d ; a n d du r i n g t he p r esen t a ti on o f t he p r o p o s iti on
he is b e i n g le d to t he p oi n t wh e r e he a g rees t o buy .
Not e th en p a rticul a r ly j us t how t he s ev e r a l p ha ses of

, ,
t he t a ct i c s ov e r l a p .
THE TA CTI CS OF S E LL I NG A LD ER S ON
I . S e c uri n g anr vi e w
I nt e .
a.H a rr i n gt on en te rs st o re ; w a lk s t o t he rea r ;
e xpl a i n s t o a cl e r k th at he wi s h e s t o s ee Mr .
Ald e rs on an d p as s es on t o t he offi ce ( 1
,
b W a i t s in s id e t he offi ce d oo r b ut at s ome dis

.
,
S ELLING LI FE INSURA NCE 47
ta nc e from d es k unt i l Mr Ald e rs on is free

,
.
(9
c C a re fully s urv eys t he c ont ent s of t he offi ce
.
(9
( I C a re fully e x a m i n es c omb b a ck W i nd s o r ch a i r
.
-
(2 1
e. R e pli es t o Ald e rs on s s a lut at i on ( 2 7
’
f Sp e a k s o f Wi n d s o r ch a i r ( 3 0
.
H a rri n gt on c a n n ow b e s a id t o h av e s e cu re d his i n t e r
v i ew fo r he is t a lki n g free ly w i th Ald e rs on B ut j u s t
, .
when th i s c on dit i on wa s brought a b out i t is d i ffi cul t t o

s t at e .
2
. D iv e rt in g I n t e r e s t
.
a. Entry i n to Ald e rs on s offi c e (4

’
b Wi n d s o r ch a i r
. .
( I ) Ex a mi n e s ch a i r ( 2 2
( 2) Sp e a k s o f ch a ir t o Ald e r so n followin g ,
s a lut ati on ( 3 0
c May I s it d own a mi n ut e ? ( Could h a rdly b e

.
refu s e d )
( I My p r o p o s it i on is s im i l a r t o th a t of a tru s
.
t ee d es t at e pl an plu s c e rt a i n fe ature s which

a t r u s t c o mp a n y c a n n o t gi ve (Thi s i t e m is
.
n ot p r ese n t e d in a l ogic a l m a n n e r a t t he s t a r t
b ec a u s e t he p ri m a ry n ec es s i t y is t o dive rt
Ald e r s on fr o m his wo r k t o t he pro p os iti on .
It is s o p re s en t e d as t o preven t Ald e rson fro m

e v a d i n g t he p r op o s iti on ).
“
( )
1 A c o mpl e t i o n pl a n fo rc i ng a re ply
,
“ ”
s uch a s To c omplet e w hat ? (69
—
,
“ ”
( )
2 Li fe i n s ur a n ce plu s fo rc in g re ply
, ,
”
Plu s wh a t ? ( 76
THE PSYCHOLOGY OF
“
(3 ) Plu s c orp o r at e a dmin i st r a t i on forc
,
“
i ng s ome s uch re ply as Wh at do y ou ,
”
mean ? (7 8
(4) R efre s hes Ald e rs on s m i nd a s t o fe a
’
tu res of c o r p o r a t e tru s t ee s hip ( 80

( S ee mi n gly a gree s with Ald e r s on s
’
’
s t a t e m en t th at he d oe s n t w a n t an y
i n s u r an ce an d return s t o t he m a i n
p oi n t )
( 5 ) Gu a r antee d p ri nc i p a l an d i n te res t
—
( 94 105 )
(Obj e cti on d on t s ee wh at y o u a re
’
,
” “
d r iv i n g a t , d on t w ant an y in s u r
’
”
a n ce, et c )
.
e . Produces t he c oi n ( 1 1 2 (Alde rs on
c ould n ot e s c a p e fo r he has a dmitt e d he
,
didn t u n d e rs t an d wh a t H a rr i n gt on wa s t a lk
’
i ng a b o ut an d it is u n s p o rt s m an like n ot t o
give an o pp on en t a fa i r ch an ce t o p resen t his
s id e o f t he c a se )
.
Con tin u ati on of t o p i c di s cu s s e d u n d e r ( I

Gu a r an t ee d p r inc i p a l a n d i n te re s t t e
c on s id e re d Ald e rs on c ann ot s ee t he
.
p os s ibility of s uch a prop os iti on an d

di s cu s ses t he s ubj e ct of tru s t c omp a
n i e s a t l en gt h t o S h ow H a r ri n gt o n th at
he d oe s n t kn ow wh a t he is t a lk in g
’
a b o ut ( 1 4 3 H a r r in gt on ag a in
ra i ses t he p oi n t th e re by d r ivi n g h ome
,
t o Ald e rs on th at H a rri n gt on h a s s om e
“ ”
s ch e m e up his s leeve which he s t i ll
h o ld s t o a ft e r a th o rough c on s id e r at i on
of t he bu s i nes s o f a tru st c omp any ;

h e nce he mu s t li st en t o i t a s he c an n ot
, ,
affo r d t o b e i g no r an t o f an y d et a il
c onc e rn e d w ith tru s t c o mp a n ies ( 16 1
Ald e rson in c on se quence c on
c en t rat e s on H a rri n gt on s re m a r k s
’
an d s o h a s b ec o m e c o mpl e t e ly d i ve rt e d
from his bu s in e s s t o t he n ew p ro p os i
t i on .
3. R e o r g a ni z i n g t h e S t r a t e gy . Th i s ph as e o f t he
t actic s o f c o u r se may t a ke pl a c e s i mult a n eo u s ly w i th

, ,
a n y o f t he oth e r fe a ture s o f t he p r e se n t a ti on . In th i s
s a l e s i n t e r vi ew th e re wa s n o r eo r g a n iz at i on o f t he st r a t
e gy . The o r i g i n a l pl an wa s fi n a lly c a r ri e d o u t
Ald e rs on wa s s o ld th ro ugh his inte re s t in a tru s t c om
p an y an d b e c a us e he b e c a me c on v i n ce d t h at t he in s u r
a nc e pro p o s i ti o n wa s s up e ri o r t o t he pl a n his tru st
c omp an y c ould offe r h i m .
The a pp a rent ch an ge s in H a rr i n gt on s p ro gr a m s uch

’
,
a s re fe re nc e t o t he Wi n d s o r ch a i r a n d t o R oo s e ve lt an d
t he u s e o f t he c o in w e r e n ot ch an ge s i n S tr at e gy b u t
, ,
me re ly fe atu res o f t he t a ctic s o f s e lli n g .
P r t i t h P r it i — T h A u m t
4 a . e s e n n g e o p o s o n e r g e n .
a . The pro p o s iti on is S imil a r t o th a t of a t r u s

t ee d es t a t e pl a n plu s c e r t a i n fe a tures wh ich
a tru s t c o mp an y c a n n ot g i ve .
( I ) Complet es y ou r pl an s for y our fa m i l y

(7 2 74)
-
( )
2 C o rp o r a t e a dm i n i s tr a t i on ( 7 8
“
(Obj e cti on , d on t w ant i n s uran ce
’
d i s p ose d of ) .
5 0 THE PSYCHOLOGY OF
( 3 ) Gu a r an t ee d p ri ncip a l an d i n t e rest (94
(Obj ect i on d on t s ee wh at y ou a re
’
,
”
d ri vi n g at an d d on t w an t an y dis ’
,
p os e d of) ( 1 1 1 Con tinue d

“
( Obj e cti on , it c an t b e d on e dis’
,
p os e d o f) ( 14 3
( Obj ect i on fo ur an d a h a l f p e r c en t
,
”
in t e res t is n ot l a r ge di s p os e d of)
,
(4 ) With t h e t r u s t c o mp a ny pl a n y o u put
up t he es t at e an d you r h e i rs p a y t a xes
on i t ; with my p r o p o s iti on y ou p ay
t he t a xe s ( p re mium s ) an d t he c om
p a ny put s up t he prin c i p a l ( 2 1 9— 22
( Di s p o s e s en tire ly of Alde rs on s ob
’
jec t ion s ( 8 7
— 8 9 ) th a t he didn t w a n t
’
an y i n s ur an c e) ( 2 1 8
b The Pro p o s iti on in d et a il

. .
( 1 ) P r ovid es in c ome for w i fe .
( 2 ) P r ovid e s a d egree of i nd e p endenc e for

d a ught e r .
(3 ) A s s u r e s s o n s e
’
duc at i o n an d e v en t u a lly
(Obj e ct i on D on t n ee d i t My es
’
t at e will b e le ft in tru st —v e ry s light

, .
”
ch anc e of loss the re d i s p ose d of) (3 3 8
,
c.My pro p os i t i on is a b s olut e ly s a fe wh i le a ,
t r u s t c o mp a ny might mi s h an dle y our p a r

t ic u la r a cc o un t ( 3 4 2
d Summ a rizes a rgumen t an d a ppe a l t o fee l i n gs

—
.
( 3 70 3 87)
d i re ctly th ro ugh t he i d e a th at her ch i ld ren
w i ll b e t a ken c a re o f
i Arou s a l of fighti n g i n s tinct —d ete rm i n a t ion
.
t o c mpl e t e
o h is a n —
pl s t o t a ke c a re of his
wi fe s on an d d a ught e r Alw ays i n t ens ifi e d
, , .
by implyi n g th at it is diffic u lt —t hat wh at

mu st b e d on e will re qui r e s a crific e th at it is ,
m ore th a n oth e r s do Not e t he followi n g :

.
“
might b e t he fi n an ci a l a id th at wo uld m a ke
”
y o u r s on s bu s i n e s s a gen u i n e s ucc e s s
’
gu a r ,
an t ee o f t he fulfillme n t o f y o u r li fe tim e pu r
p os e t o m a ke t he futu re s a fe for th e m un d e r
an y a n d a ll ci r cum s t a n c es if an y t hin g S h o uld
,
” “
h a pp en t o y o u r i n ve s tmen t s is a s a fe
,
” “
h edge a g a i n s t a ll u n c e rt a i n ty a b s olute
,
c ompleti on of y ou r li fe pl an s fo r y o u r wi fe ,
you r d a ught e r an d y ou r b oy with out an y

,
” “
p os s ib ility of fa ilure n o t m e re ly t o b e li ev e
,
o r h o p e but t o kn ow th a t at l e as t a livi n g is
,
a ss u r e d b e y on d an y d oubt t o y o ur wi fe an d
.
y o ur d a u ght e r an d t h e b oy .
Cl os in g t h e S al e .
( Ba d h an dic a p t o ov e rc ome due t o Ald e rs on s

’
e mph a tic s t at e m en t s th a t he did n ot n e e d an y
i n s ur an ce did n t w an t an y was n ot goin g t o

,
’
—
b u y an y ) ( 8 7 8 9)
a. Mi n o r s t e p s .
( )
1 F o u r a n d a h a l f p e r c e n t is s at is fa c
t o ry ( 200
( )
2 Agr ee m e n t t o t he fa ct th a t when a
t ru s t is es t a bli s he d t he p r i n cip al
,
mu st b e p rovid e d in c as h ( 2 1 1
SELLING LI FE INSURANCE 53
b R e a lly Mr Ald e r s on is th e re a nyt h i n g

, .
,
The qu e st i on
”
e l s e in t he wo rld l i k e i t ?
“
s e cu res a h a l fw a y fa v o r a bl e re ply No I , ,
gue s s th e r e i s n t It re a lly is a re m a r k a bl e
’
.
p ro p o s iti on a ft e r a ll
, An d it al s o s e cu r es
a fr an k d e n i a l o f m o s t o f his fo r m e r e mp h a
s is th a t he is n ot i n t e re s t e d wh en he a dd s , ,
“
Oh I h a ven t an y obj ecti on s t o li fe in
,
’
s u r an ce ; I re a lly thi n k i t is a fin e thi n g ,
b ut I h a ve a ll I n ee d t ogeth e r with my ,
”
oth e r es t at e (2 2 5
H a rr i n gt on imme di a t ely e mph a s i z es t he
“
a dmi s s i on by s a yi n g I m gl a d t o h av e ’
y o u s ay th at y o u b e li e v e in li fe i n s u r a n c e ,
M r Ald e r s on I re a lly fe lt s u re y ou did

. . .
In fa ct p r a ct i c a lly e ve ryb o dy d oe s th es e
,
d ay s R oo s ev e lt et c ( 2 3 2
.
, .
c . I s n t th at a big thi n g for a n y man t o a c

’
”
c ompli s h ? ( 3 6 7
“
(I . I s n t thi s a won d e r ful way i n which t o
’
”
a cc o mpli s h s uch a big thi n g ? Summ a
ri z e s a r gume n t a n d a pp e a l t o fee li n g s .
W a it s fo r Ald e r s on t o re ply (Ald e rs on .
mu s t a cc e pt if he lo v e s his w i fe an d ch i l
—
dren his o bj e cti on s h a ve all b een an
s we re d) ( 3 70
His re ply How much will th i s prop os i

“
,
”
t i on c os t me ? i n dic a te s he is s old .
e A ft e r c os t is e xp la in e d doc t o r is m e n ti on e d
.
, ,
an d H a rr i n gt on p r o mi s e s th a t p o licy c a n
b e d e li v e re d in a few d ay s Applic at i on is .
fille d o u t an d Ald e r s on s ign s .
f Ch e ck s ecure d (4 3 1
.
54 THE PSYCH O LOGY O F
S UMMA RY OF S E CTI ON A
In S e ct i on A t wo s ales i n t e rv i ews h ave b een c on s id

e re d a n d c a re fully a n a lyz e d .In thi s wa y t he fiv e s te p s
in t he s tr at e gy of s e lli n g a n d t he fiv e s t e p s i n t he t a ctic s
h ave b een illu st r at e d .
The purp os e of thi s se ct i on is t o g i ve t he re a d e r a

gen e r a l id e a of t he probl e m s t o b e c ons id e re d in t he
text The purp ose is n ot t o s olve the se p r obl e ms The
. .
re m ai n d e r o f t he b oo k is d e vot e d t o th at .
B e fo re att acki n g t he s tr at e gy an d t a ctic s of s e lli n g ,
it is n e c e s s a r y t o c on s id e r c e rt a in p s ych o l o gic a l p ri n ci
ples th at u n d e r li e a ll s e lli n g Do n ot b e a l a r me d
. .
The se p r i n ciples a re mo re or le s s fa mili a r t o y ou

a lrea dy , a lth o ugh y ou may n ot b e aw a re of th e m
by n a me An d th ey wi ll b e p resen te d in a n ont ec h
.
n ic a l way .
S ecti on B (Le s s on s V t o XVI I I ) w i ll d ev el op th ose

fund a me n t a l p ri n ciple s wh i ch u n d e rli e a ll se lli n g Fol .
lowi n g th at we s h a ll re turn in S e cti o n C t o t he five st e p s

o f t he s t r a t e gy o f Se lli n g an d go ri gh t on wh e re we h av e
left off in thi s les s on .
A S SI G NME NT TO BE P RE P A R ED BE FORE RE AD I N G
LE S S ON V
C a re fully c omp a re t he t a ct i c s y ou p re p a re d in Le s
s on I I I with tho se given a b ove Study ou t in j u st wh at
.
res pe ct s yo u r own t a ct ic s of s e llin g a re fa ulty a s c on

t ra s t e d wi th th ose of B a gle y an d H a rr ingt on .
S E CT IO N B . GENE R A L P R I NC I PL E S
U N D E R LY I N G S ELL IN G
We h a v e s een Ba rn es b u y i n s u r a nc e b ec a u s e h e
wa n t ed t o s en d h is b oy t o c oll ege a n d we h a v e
,
s e en A ld e r s o n b u y b ec a u s e h e wa s c o nv i nc e d t h a t a
t r u s t ee d es t a t e wa s n ot a b s olu t ely s a fe p r ot ec t i o n
for his fa mi ly a n d t h a t i n s u ra n c e wa s
,
. W h a t a re
t h e ot h e r mot i v es wh i c h l ea d men t o t a k e ou t
i n s u ra nc e ?
We c a nn ot hav e fa i l ed t o n ot i c e t h a t n ei t h er of
t he s a l es men u s e d a ny d ev i c e t o cl os e t h e s a l e .
J u d gi ng from t he c o nv er s a t ion wh i c h occ u rr e d du r

ing t h e t wo s a l es i n t erv i ews it wa s a p p a r en t ly t h e
,
ea s i es t t h i n g i n t h e wo rld t o s e cu r e t h e c o v et e d
s i gn a t u r es
. Bu t cl os e r s c ru t i ny r ev ea l s t h a t t h e r e
wa s mo r e t o cl os i n g t h a n a p p ea r s a t fi r s t s i gh t .
Wh a t ma kes a ma n d ec i d e t o b u y ?
I n o rd e r t o a n swe r s u c h q u es t i on s s a t i s fa c t o r i ly
it is n e c es sa ry t o dig d own t o t h e r oot s of t he ma t
t er. We mu s t fi r s t of a ll O b t a i n s ome i d ea a s t o
wh a t c on s t i t u t es h u ma n b eh a v i o r i n gen e ra l for ,
b u y i n g is o nl y on e s ma l l fr a c t i on of t he wh ol e .
T h en we s ha ll b e r ea d y t o u nd e r s t a n d t he fu n d a
men ta l mo t i v es wh i c h ca n b e a p p ea led to i n s ell i n g .
5 6 TH E PSYCHOLOGY OF
I n ou r s t u d y of a ll t h i s we s h a ll see t h a t a ll b e
h a v i o r c a n b e a n a lyz ed i n t o s i t u a t i on s a nd re
s p on s es ( L es s on s V t o V I I ) ; t h a t b e h a v i o r ma y b e
n a t i v e ( i n s t i nc t i v e) o r a c q u i r e d ( L es s on s V I I I t o
XV I ) ; t h a t i n s t i nc t i v e b eh a v i o r is t h e b a s i s of in
t eres t d es i r e a n d a c t i o n ( L es s o n s V I I I t o X I V) ;
, ,
t h a t t h e r e is a wa y t o u t i l i z e m a n s i n s t i nc t i v e
’
b eh a v i or i n a rou s i n g i n t e r es t i n a n d d es i r e for in
s u r a nc e ( L es s on s V I I I t o XV I I I ) ; t h a t a c q u i r ed
i n t e r es t s c a n a l s o b e u s e d i n m u ch t h e s a m e way
( L e s s o n s XV a n d XV I ) ; a n d fi n a lly t h a t t h e r e a re
c e r t a i n fu nd a men t a l m ot i v es wh i ch a re r es p on s i b l e
for a ll a c t i on i n c l u d i n g b u y i n g a n d t h a t t h es e
, ,
mu s t b e u t i l i z e d i n s ell i n g i n s u ra nc e ( L es s on s XV I I
a n d XV I I I )
—
.
L es s on V O p en s u p t h i s w h ol e d i s cu s s i on a nd
s t a r t s u s on a met h o d of s t u d y q u i t e d i ff e r en t fro m
t h a t of t h e fo r ego i n g p a ges . I n S ec t i on A we ha d
a b i rd s ey e V i ew of t h e e n t i r e c o u r s e i n t h e a n a ly s es
’
-
of t wo s a l es i n t e rv i ews . Now we n a rrow ou r fi eld

of v i s i o n c ome d own fro m t h e t op of t h e m o u n t a i n
,
t o t h e v e ry b a s e a n d c o m m e nc e a r ea l exp l o r a t i o n
,
O f t h e s u b j ec t of s ell i n g .
LESS ON V . ANALYS I S O F H UMAN B E H AVIO R
INTO ITS COM PONENTS
In an a lyzing t he t wo s a les i n t e rv iews i n Le s s on s I

a n d I I we s h o uld n ot o v e rl oo k p o i n t re a lly s o o b v i
one
o u s th a t we a re a p t t o di s re g a r d i t The pros pe ct c on
.
s t a n t ly re s p on d e d t o wh a t t he s a l es m an s a i d a n d t he ,
s a l e s m an, in t urn re s p on d e d t o wh a t t he p ros p ect

,
s ai d.
A s a les i nt e rv i ew is n ot an ora t i on on t he p a rt of t he
s a l es m an . It is an i nt e r pl ay o f fo —
rc es t he s a le s m a n
i n flue nci n g t he pros p e ct a n d t he p ro s p e ct i n fl uen ci n g
t he s a l es m a n .
Con s id e r l in es 69 t o 79 of t he s a l e s i n t e rv i ew b e twee n
H a rr i n gt on an d Ald e r s on in Le s s on I I A fte r di s cu s s i n g
.
t he c o mb b a ck ch a i r fo r a t i m e H a r ri n gt on a s k s if he
-
,
may S it d own a mi n ut e thu s S ign a li n g his i n t e n ti on of

,
st a t i n g his b u s i n e s s Afte r th ey a re b oth s e at e d he

.
,
“
o p e n s up t he n ew t o p i c by s a yin g I w ant t o t a lk t o
,
”
y o u a b o u t a c o mpl e t i o n p l a n .
Ald e rs on is n ow c on fron t e d w i th t he three c a re fully

“
c h os en w o r d s ,a c o mpl e ti o n pl a n plu s as a b a ck
, ,
g round a ll th a t had a l re a dy t r a n s p i re d Wh at c an
, .
he do ?
Cle a rly on ly on e of t wo th i n gs : e i th e r kee p s ilent o r
m a k e s o me s u ch re m a r k a s he d oe s An d e v e n if he .
s h o u ld k ee p s il e n t he wo uld b e fo rc e d t o th i n k wh at he
,
oth e rwi s e wo uld e xp r ess in w o rd s The wo r d s a ctu a lly

.
u se d i n s p e a ki n g o r th i n ki n g a re rel ative ly i mm at e ri a l ,
but t he th o ught b ack of th os e word s mu st foll ow di

rec t ly fro m H a rr i n gt on s re m a r k Ald e rs on h as th en
’
.
, ,
“ ” “
m a d e a res p ons e t o t he s itu at i on c on front i n g h i m
—
which was fo rc e d up on h i m fo rc e d b ec a u s e o f wh at
H a rri n gt on h a s s ai d an d b ec a u s e of t he men t a l m a ke-u p
o f Ald e r s on .
In thi s way t he wh ole s al e s i n t e rv i ew c an b e an a lyz e d

a n d e a ch p a rt s h own t o b e d e p e n d en t on wh at h a s g on e
b efo re In a di a gr a mm atic way we may outli n e t he t e

.
lat ion s hip e xp re s s i n g it in t e r m s of wh at t he s itu at i on s

,
a re th a t c on fr on t Ald e r s on a n d wh at he s a y s i n t e
s p on s e . St a rti n g at li n e 6 9 we h a v e
S it tion C on fron tin g Pros p ct
ua s R es p ons s of Pro p t
e e s ec
( )
1 It e m s c o v e r e d in s a les
i n t e r v iew up t o li n e 6 9 .
“ ”
( 2 ) A co mplet i on pl an a To c omplet e wh at ?
. .
( 3 ) An ythi n g y o u c an t
’
fi n i s h y o u r se l f wh en
a ll y o u r pl an s mu s t
c ome t o a n e nd o r b e
c a rr i e d on by s ome
”
o n e e l se . b Ah li fe i n s ur anc e ! .
,
“
(4 ) L i f e i n s ur a nc e
plu s . c Plu s wh at ? .
( 5 ) Plu s c orp o r at e a d
”
m ini str at i on et c , d Wh at do y ou me an ?
. .
H MAU N B E HA V I O R A ND ITS THRE E C O M P ONENTS

A d oo rb ell s y s t e m c on s i st s o f a pu s h butt on wi r in g , ,
b att e ri e s an d d oo r b e ll When t he pu s h butt on is

, .
( b e ll r i n gs ) . In t he c as e of r eciti n g fo rty-n i ne
we h ave
Sit u ation Bon d R es p on s e
So u n d wav e s of Ea r . I . P r o n u n c i
v en t i m e s
se Ne rvou s sy s a t ion o f
”
s e v en . t em . forty n i n e - .
S t o re d-u p
en e rgy .
4 . M u s c les i n
t h r o a t an d
mo ut h .
The b ove is s i mple e nough s o th a t if th i s we re a ll

a ,
th e re we re t o b e h a vi o r we c o uld i mme d i at e ly proc ee d

t o t he n e xt p o i n t B ut u n fortun ate ly for t he s ucce s s
.
fu l u n d e r s t an di n g of t he s ubj e ct hum an b e h a v i o r is ,
mo re c o mplic at e d th an t he o u tli n e a b ove would s u g

ge s t An d i t will b e n ece s s a ry t o s p en d s om e time h e re
.
t o m a ke m att er s th o r o ughly cl e a r Acc o r di n gly we .

,
“ ”
s h a ll c on c en t r a t e on t he t wo c o m on e n ts s itu a ti on
p ,
an d
“
re s p on s e ”an d o m it from di s cu s s i on t he c omp o
,
“ ”
n en t b on d u n til Les s on VI I
,
.
The s itu a tion c omp r i s e s a ll t he d et a il s which in fl u en c e

a n i n di v idu a l in a n y wa y The res p on s e co mp r i s e s a ll
.
t he d et a il s of t he i n dividu a l s b e h a vi o r a s a re s ult o f t he
’
s itu at i on .
Con s id e r an i llu s t r ati on At li n e 1 10 o f t he i nt e rvi ew

.
Ald e rs on r i ses a s if t o di s mi s s H a rr i n gt on The l att e r .
s lip s h is h a n d i n t o h is p ock e t a n d d r aw s o u t a c o i n
c on c e a l e d in his cl os e d fi st Th en he a s k s Ald e r s on
.
,
“ ”
C an y ou t e ll me wh a t I h a v e in my h a n d ? H e re a re
a n umb e r o f d et a il s c on fron ti n g Ald e r s on
— th e y c o m
p o se a s itu a tion . dd i t ion th e re are ce rt a i n id e a s

In a
a n d fe e li n g s w i th i n Ald e r s on The y t oo c on s t i tut e

.
p a rt of t he e nti re s itu ati on c on fron ti n g him .
Now wh at will Ald e rs on do ? Wh at res p on s e will he

,
m a ke t o all th es e d et a i l s o ut s id e of h i m an d i n s id e of
him ? We c an s ay th at t he res p on se he m a kes will b e in
t e r m s of all th e s e det a il s d e p en d i n g up on th e ir re l a t i ve
,
“
S t re n gth In thi s c a se he re s p on d s by s ayi n g
.
, Why ,
—n o of co ur se n ot ” B ut if he ha d b ee n ve ry an gry
, .
he would h a v e m a d e a diffe re n t re s p on s e .
Retu rn n ow t o t he di a g r a mm at i c o utli n e of t he s itu a

t i on s a n d th e ir r es p on s es on p a ge 5 8 H e re is rec o r de d
.
only t he s p o k e n e l e m e n t s in th es e s i tu at i on s a n d re
s p on s es .Equ a lly i mp ort an t e le me n t s o f t he s a le s in

t e rv iew a re i n clud e d in t he t on e o f v o ic e a n d m an n e r
o f b oth t he s a l e s m an an d pr os p e ct Fo r e x a mple if
.
,
—
H a r ri n gt on h a d g ri n n e d in a s illy way as he s a id L i fe
”
in s u r a n ce plu s ! t he re s p on s e wo uld und o ubt e dly
“ ”
,
h ave b een much mo re t o t he gri n th a n t o t he wor d

”
plu s s o th at Ald e r s on m i ght h a ve ve ry a bruptly
,
“
t e rm i n at e d t he i nt e rv i ew in s t e a d o f s ay i ng
, Plu s
,
”
wh at ?
O n e of t he b a s i c p o in t s in th i s c o urse is th at all i nte r
vi ews mu s t b e th ought o f a s a se ries of s i tua ti on s
presen te d by t he s a les m an an d res p on d e d t o by t he
p ro s p ect If t he s itu at i on s a re prop e r ly s e lect e d an d
.
present e d In t he pro pe r or d e r we h a ve an effe ct i ve

,
s a l e s in t e rv i ew Oth e rwi s e n ot
. .
“ ” “ ”
Situ at ion an d res p on s e h av e b een d e fi n e d an d
illus t r at e d fro m a s a le s i n t e rview a l s o i n te r m s o f t he
,
“ ”
e xtre m e ly s i mple ex a mple o f s ay i n g fo rty n i ne -
.
62 TH E PSYC H OLOGY OF
Ne i the r i llu s tr at ion aff ord s goo d m at e r i a l for t he s tudy
o f t he s ubj ect on e b e i n g t oo c omple x an i nt e r pl a y o f
,
fo rces t o b e u s e d i n m a ki n g p s ych o logic a l pri n ciples

cle a r a n d t he othe r b e i n g far t oo s impl e For th at
, .
re as on we s h a ll turn a s id e from s a le s i n t e rvi ews fo r

a few le s s on s whil e th ese b as ic p ri n ciples a re de
v elop e d In th e i r pl ac e we s h a ll c ons i d e r on e of t he
.
Pen ro d s t ori es by B ooth T a r k i n gt on It furni s h es in .
t e res t in g m a t e r i a l t o a n a lyz e A n d b ec a u se i t is re l a .
t iv e ly s i mpl e b e h a v i o r we will att a i n a n und e r s t andi n g
o f t he pri n cipl e s t o b e d e v e l o p e d h e re much m o re
qu i ckly a n d e as ily th an if we atte mpt e d t o d r aw th e m

o u t o f i n s u r an c e i n t e r vi ew s .
Turn n ow t o t he App en dix ( p a ge 46 5 ) a n d re a d t he

s t o ry o f P en r o d s tro ubl es l
’
.
ASSI GN M E NT TO BE RE P A RE D
P B EFORE RE A D I NG
LE S S ON V I
The pr i m a ry i n t e res t fo r t he xt th ree l es s on s c on ne
“ ” “
ce rns s itu a ti on s an d re s p on s es I n tim at e ly re .
l at e d t o s uch an a ly s i s a re qu es ti on s of thi s s ort : Is it

p os s ible t o a n a lyze a fr i en d s b e h avi o r a n d fro m it kn ow ’
t he c a u s e s of his a ct s ? I s it p os s ibl e on t he oth e r h an d , ,
t o p r o ph es y wh at he will do wh e n c e rt a i n th i n g s ha p
p e n ? I f w e kn e w a ll t he d e t a i ls e n t e r i n g i n t o h is mi n d ,
wo uld it b e p os s i ble t o fo ret e ll his a cti on ? How m an y

d et a il s c an we d i s c ove r which affect c onduct ? Wh at
1
At fi t t h ght
rs P oud t y m ti ly t f pl h
a e n ro s or s ee B t s en re ou o ac e e re . u
th d i p m bly d
e re a i g t g t g p f t i p i i pl a ras c er a n
m q i k ly m
er s res u a en e av or n o e o r nc es .
Th w it
e r k w t h t th i
er no s b d a s c an e ilyon ed ore u c , ore e a s , an
m th ghly b y
ore orou id i g P d bh i
c on s er n d th e n ro rti g t
’
s e a v or an en rev e n o
se lli g t h b y t m ki g t h d ig i
n an no a n e res s on .
p a rt do re as one d d e t a il s pl a y in t he t ot a l c a u se of a c
ti on an d wh at p a rt do e moti on s a n d d es i res pl a y ?
B e a r s uch que s ti on s in mi n d a s we p roc ee d Com .
me n c e w atchi n g t he p e o ple y o u mee t a n d s ee if i t is

p os s ible t o e xpl a i n th e i r b eh avio r ? C an yo ur own b e
e xpl a i n e d ?
Th e s p e c ifi c a s s ign me n t C on s i d e r p a rt i cul a rly t he

.
“
p a s s a ge s t a rti n g H owb e it S a m h a d n e v e r t o ld his
, ,
” “
love ( p a ge 4 7 3 li n e 3 00) a n d en ding
, Stu n g t o ,
fury he ( S a m) ch a r ge d up on t he S h e lt e r i n g t ree in
,
”
t he S c ho fie ld s y a r d ( li n e An a lyz e t he a cti o n
’
”
of S am . The s itu a t i on s h o uld c o mp ri s e t he s u m
“
t ot a l o f all t he d e t a il s th a t c on fron t S a m ; t he re
”
s p on se s h ould c o mp r i s e on t he oth e r h a nd
, a ll t he ,
d et a il s of S a m s b e ha vi o r i n cludi n g th o ught s o r act i on s

’
, .
In o r d e r t o h an dle s uch c o mple x m at e r i a l in t he

e a s i e s t m a n n e r it is b e s t t o b re a k t he s t o r y u p i n t o v e ry
“ ”
S h o rt s c e n es .The fi r s t fo ur s uch s cen es wo uld b e
e xp r es s e d d i a gr a mm a tic a lly a s fo ll ow s
R es p on s es o f S am
in l ov e w it h a . St op s an d t a lk s w i th
hda b e l
Mb l a e on t he b Le ans. gainst
a t he
p i cket fen c e .
2, c on ti n u e d .
“
M abel kee ps her c Expe ri en c e s exqui s it e
.
” ” “
fa c e tu rn e d a w a y , m o m en t s ; heart
m a i n t a i n s on e foo t b e at in g in an un ac
O O
” ”
in c on ti n u o u s m oti on , cus t ome d m a n n e r ;
“
c on fi n e s he r re m a r k s
( 6
s u ff e r i n g fr o m e mb a r
”
men t
‘
to U ra s s .
R es p o n s es o f Sa m
d Con ti n u e s t a lki n g a l
.
“
th ough h i s usu al
h a bit s o f t a lki n g a re in
t e rfe re d with b ec a u s e
,
”
o f u n u s u a l fe e li n g s .
I, 2, 3, c on ti n u e d .
4 . Un u s u a l fee li n gs i n e . Furth e r r us al
a o o f s ex
s t o m a ch h e a rt lun gs
, , . i n s tin ct .
5 . Con ti n u e s t a lki n g .
I , 2, 3 , 4 , 5 , con ti n ue d . f St arts violently

.
,
“
P e n r od s S a m my b lu s h es
’
6 .
,
- .
a n d M a y b u l l 011 -
, g Loo k s fo r Pen rod
. .
o h!
F i n is h ly s i s of t h i s p a s s a ge
t he an a t o t he en d o f
lin e Be s u r e t o w r it e o u t y o u r a n a ly s i s s i n c e by ,
s o d o i n g y o u a re for c e d t o thi n k d e fi n it e ly a n d cl e a r ly .
L ES SON VI ANALYS I S OF H UMAN B E H AVIOR
.
INTO ITS COM PONENTS ( C ONT I NUE D )
An xp e r i enc e d s a l e s m an by t he n a me of B rown was

e
s e n t on t he r o a d t o s e ll a s m a ll offi c e d e vice Alth o ugh

.
c a r e fully dr i ll e d on how t o s e ll i t , he turn e d ou t t o b e

a lm os t a fl at fa ilure .Th i s wa s all t he mo re s u r p ri s i n g
a s he h a d a lw a y s b ee n l oo ke d up on a s a g oo d bu s i n e s s
gett e r F in a lly his s a les m an age r M r Pe t e r s a c c om

.
, , .
,
p a n ie d h i m t o t he o f fi c e o f a p r o s p e ct T h .e i n t e r vi e w
wa s a fa ilure a n d e ve n t he s a l es m a n a ge r c ould n ot cl o s e
a ft e r B r own h a d t ri e d in v a i n . The s a l es m a n a ge r
h a ndle d t he n e xt i n t e rv i ew an d wa s s ucc e s s ful Th en .
t he s a l es m a n t r i e d a third p r o s p e ct a n d fa il e d AS fa r.
a s b oth c o uld s ee th e y fo ll owe d t he s a m e t a ctic s Fi .
n a lly n e a r t he cl o s e o f t he d a y M r P et e rs n otic e d th a t
, , .
when he fi n i s h e d t he d e m on s t r at i o n he wo uld h a v e t he
mo d e l of t he offic e d e v ic e in his own h a n d a n d wo uld
then pl a c e it on t he fl oo r b e fo re c o mme n ci n g t o clo s e
t he s a l e wh e r e a s B r ow n a lw a y s h an d e d it t o t he p r o s
,
p ec t. In c on se qu e n c e wh e n Pet e r s a s k e d fo r a n o r d e r
,
t he p r os p e ct h a d n o thi n g t o att e n d t o b ut P e t e r s s a l es
’
t a lk wh e r e a s wh e n B rown a tt e mpt e d t o cl o s e he c o uld

, ,
n ot b e c a u s e t he p r o s p e ct wa s t oo i n t e r es t e d in foo li n g
with t he mo d e l The e limi n a t i on o f thi s on e d et a il

.
(h a n dli n g t he m o d e l ) in t he s itu ati o n c on fron ti n g t he

p r o s p e ct at t he m o me n t o f cl os i n g m a de it p o s s ib l e
th e re a ft e r fo r B rown t o s e ll t o a g oo d p r o p o r ti on o f his
p ro s p e ct s .
Thi s i n c i d ent i llu s tr at es a g a i n t he first c on ce pti on t o
b e d e ve lop e d i n thi s s e ct i on a p r os p e ct res p on d s
t o t he s i tu at i on s pre sen t e d by t he s a l es m an If t he .
s i tu at i on s a re fa ulty t he r e s p on se will n ot b e t o s ign

,
t he a pplic ati on bl a nk ; if t he S itu ati on s a re on t he o th e r ,
h and s kill fully d e ve lop e d t he p rop e r res p on s e will b e

, ,
fo rthc o mi n g .
Thi s id e a of li fe is re a lly ve ry s i mple an d c ommon

s en s e . But b ec a u se few h ave v iewe d t he li fe of oth e r s
o r th a t o f th e m se lv es i n th i s wa y it t a k es tim e fo r m os t
,
p eople t o un d e rs t an d t he c on c e pti on an d t o a b s o r b i t
s o th at i t b e c o m e s an i n t e gr a l p a rt of th e i r thi n ki n g li fe .
Acc or din gly thi s les s on will re v iew wh at wa s d e ve l

,
o p e d in Le s s on V a dd i n g on ly a few m i n o r id e as t o t he
,
m a i n th e me .
Hum a n b e h a v i or as has b een s t at e d is co mp ose d of

, ,
th ree c omp on en t s : s itu ati on b on d an d re s p on s e Dis, , .
“ ”
c u s s ion o f t he c o mp on e n t b on d is res e r ve d t o t he
n ext l e s s on In re g a r d t o t he o th e r t wo c o mp on e n t s
.
,
we h ave s ee n th at : ( I ) a ll t he d et a il s which i n fl uen ce

an i n dividu a l in an y wa y c o mp ri s e t he s itu a ti on ; an d
:
( 2 ) all t he d et a il s m a ki n g up his b e h av i or a s t he res ult

o f a s itu at i on c o mp ri s e t he re s p o n s e .
For furth e r i llu str at i on of th e s e s t at e me nt s turn a g a in

t o t he s t o ry of P en ro d which aff o rd s m a t e ri a l s o much
,
e as i e r t o a n a lyz e th a n a b on a fi de s a l e s i n t e rvi ew
- .
A NA LY S I S OF A P A S S A GE FROM W E D NE S DA Y MA D NE S S
I NTO THE TW O C O M P ONE NT S — S ITU A T I O N A N D
RE S P ON S E
The first sect i on of t he p as s a ge a s s ign e d for st udy at
t he en d of Le s s on V is as foll ow s
S it u atio n Co n f r ti g S m
on n a R es p on s e o f S am
1, 2, 4 , 6, c ont i nue d .
7 . P re sen ce o f M a b e l e x ,
cit e d an d blu s hi n g .
8 . P r e s en c e o f P e n r o d .
9 . P e n r o d s d o gge re l ’
S a mmy s ma d an d I h P erpl exed at M a b el s

’
, .
’
“
a m gl a d a cti on (c f pl a i n tive .
10 . M a b e l s re a cti on t o
’
“
e xcl a i m s F res h i S ay s t o M a b el We ll
, .
, ,
”
o le thi n g ! S h ows he r M a b e l it a in t my fa ult ,
’
.
in dign ati on at S a m I didn t do an yth ing

’
.
”
an d b e g in s t o w a lk It s Pen r o d
’
.
aw a y . j Fo ll ows M ab e l . .
The th ir d se ct i on of t he p as s a ge an d it s an a lys i s a re
“
I d on
’
t c a r?
”
s he b eg a n p tti hly wh
e s , en t he v i p eri s h i
vo c e
wa s ag a n i l ifted .
O h, o h, oh !
Wh o s
’
y rb
ou e au ?
Gu es s I k wno
M a b el an d Sa mmy , oh, oh, oh !
I c au g ht y ou !
”
Th en Ma b el did th ose th i ngs wh i c h etern a lly p erpl ex t he

on e o f
s l ow r s ex
e She d e l i b erate ly m ad a fa c n ot a t t he tr
. b h in d e e, ee e
wh i c h Penrod was l urk ing b t a t t he inn oc ent a n d h eart wr ng , u -

u
Y o u n ed n t c om e l i mp i n a ft r m S a m W i ll i m
”
S m
’
s he
’
a . e e e, a s,
sa i d t h ou g h S a m was a ppro h ing u p on t wo p erfec tly s oun d l egs

, ac .
An d t h en s he ra n aw a y a t t he t op of her s p eed .
S it t ion ua
I , 2, 4 6, 7, 8 , 9,
, I O , CO II
t mu e d .
11 . M ab e l ’
s re a ct ion to
Situ at ion
S a m s re s p on se ( i ) I
’
d on t c a re
’
in a p et
u lan t m a n n e r .
12 P e n r o d s s e c o n d v e rs e
’
Oh o h oh !
, ,
’
I3 . M a b e l s re a cti on t o k Con ti n u e s t o f o l l o w .
P e n ro d s v e r s e
’
M abel .
s he d e lib e r a t e ly m a kes 1 A r o u s a l o f a n ge r a n d .
a fa c e a t S a m a n d re fighti n g i n s ti n c t d u e t o
, ,
“
m a rk s Y o u n ee dn t
, di re ct att a c k an d t o in’
c ome limp i n a ft e r me t e rfe re n c e with s e x in

’
S a m W i ll i a ms S t in c t
. .
14 . M a b e l ru n s awa y at
t o p s p ee d .
And t he l a s t se ct i on o f t he p a s s a ge an d it s a n a ly s i s
a re :
Ru n ,igg r ru n
n e P n ro d b g n i n x
, bly B t S m t
e e a e c usa . u a cu
t he p r s ec tio
e u s h ort t th i
ns p oi n t St n g t f y h h rg d
a s . u o ur , e c a e
u p on t h e s h e l ter in g tr e in t h e S c hofi eld s y a rd

’
e .
S it u ation R es p on s e
1, 7, 8 , 1 2,
I 3, c on t i n u e d
1 4, .
15 . A n ge r at Pe n ro d .
“
16 . P en r o d s ’
Ru n , ,
n ig m An ge r i ncre a s e d
. .
”
ge r, run . 11 Ch a r g e s u p o n
. Pe n ro d
I7 . Ab s en ce of M a b e l .
( fighti n g i n s ti n ct fu lly
a ro u s e d ) .
In th i s an a ly s i s we h a ve t he d et a i l s th at i n fl u en c e d
S a m in t he le ft h an d co lumn a n d c o rres p o n di n gly we
-
,
h av e t he d et a i l s th at c omp os e d his b e h av i o r i n t he
r ight h an d c olumn In O th e r wo r d s c a u s e an d effect
-
.
,
a re c on t r a s t e d .
S OM E C HA RA CTE R I S T IC S OF B E HA V I OR
Th e h u ma n b e in g r e s p on d s t o ou t s i d e s t imu la ti on s .
Ju s t how he re s p on d s d e p e n d s up on t wo fa c t o r s —t he
s itu at i on i t s e l f a n d t he i n t e rn a l m a ke u p o f t he i n di -
vid u a l If we kn ow wh at t he s itu ati on is a n d wh at t he

.
i n t e rn a l or g an iz at i on of t he i n dividu a l is we c an p rop h ,
e s y wh a t he will do in r e s p on s e t o a n y p a r tic u l a r s itu a
ti on Fo r e x a mpl e we kn ow th at a ll e duc at e d p eo pl e
.
,
c a n a dd a n d s p e ll ; c on se qu e n tly we c a n s a fe ly d e p en d
,
up on it th at an y e duc at e d E n gli s hm an o r Ame r ic a n will

“ ” “ ”
th i nk fou r a n d the n c at a s he re a d s t he n e xt l i ne
, ,
c -a- t
In me way we kn ow if a b oy a n d gi r l a re in
t he s a ,
t e re s t e d in e a ch oth e r th a t wh e n th e y m ee t th e y w i ll
,
s h ow e mb a rr a s s m If th ey d on t
’
en t e xcit e m e n t ,et c , .
S h ow th e s e e vid e n c es of e m oti o n th e y a re n ot i n t e r e s t e d
in e a ch oth e r An d we a ll k n ow th at a b oy get s a n gry

.
wh e n c a lle d n a me s o r c a ught wi th a gi r l he like s or in

, ,
t e rfe re d with wh e n he is w i th th a t gi r l Kn owi n g th e se .
thi n g s we c an p r o ph es y a fight wh en Pen ro d p rov o kes

,
S am .
Th e re is a b s olut e ly n othi n g p ro fou n d o r c o mpl i c at e d

in thi s p s ych olo gic a l a n a ly s i s We a ll k n ow th e s e fa c t s
.
a n d t o a v e r y c o n s id e r a bl e e xt en t a c t up on th e m For .
e x a mpl e wh a t h a pp en s wh e n a ci r c l e o f gi r l s s u s p e ct
,
on e o f t h e ir n umb e r o f b e i n g e n g a ge d ? Th e y s udd en ly
c on fron t he r with s i tu ati on s th a t s h ou ld m a k e her blu s h

o r S h ow e mb a r r a s s me n t if s he is e n g a g e d An d th e y .
d et e r m i n e wh eth e r s he is guilty o r n ot n ot by wh at s he ,
s a y s o r di n a rily b ut fr o m t he t on e o f he r v o ic e a n d he r
,
m a nn e r Fo r wor d s we c a n fa i r ly e a s ily c on t ro l b ut
.
,
n ot t he t on e o f v o ice o r m a n n e r .
The a pplic ati o n of thi s p o i n t t o s e lli n g i n s u r an c e ,
which we a re c o mi n g t o in l at e r le s s on s is th at if we , ,
u n d e r s t an d o u r p ro s p e ct an d u n d e r s t a n d t he s itu a ti on s
we p re s e n t t o him we c a n p r oph e s y p re tty a ccu r at e ly
,
j u s t wh at will h a pp en Such kn owle dge O p e r at e s

.
t ow a r d t a ki n g t he gu e s s o u t o f s e lli n g .
But we mu s t expl o re t he s ubj ect o f hum an b e h avi o r

s o m e wh at fa rth e r b e fo r e a pplyi n g i t t o s e lli n g .
S it u a ti on s a r e or d in a r ily c omp l e x Wh en y ou r ea d
.
2 +2 y o u a re c on fr o n t e d with a v e ry s impl e s itu a

“
ti on But wh en S a m re p li e d t o M a b e l by s a yi n g We ll
.
, ,
M a b e l it a i n t my fa ult I didn t do a n yt hi n g It s
,
’
.
’
.
’
”
P en ro d he wa s r es p on di n g t o a v e ry c o mple x S i tu a
,
ti on It i n volv e d his l ov e fo r M a b e l he r p re s en c e his

.
, ,
u n n atu r a l fe e li n g s a n d e moti on s t he p res en ce of Pen

,
ro d , Pe n ro d s re m a r k s M a b e l s re a cti on s t o P en ro d
’
,
’
s ho wn in he r r e m a r k s t o S a m a n d he r w a lki n g a w a y .
But th es e we re on ly a b e gi n n i n g S uch oth e r fa ct o rs .
we r e i n v o l v e d a s S a m s b e i n g b o rn a b oy a c e rt a i n
,
’
n umb e r o f y e a r s b e fo r e with d e fi n it e h e r e dit a ry t e n d

,
e n c ie s ; his h a v i n g g r own u p in a r o ugh a n d r e a dy b o - -

y
S oci e ty .Elimi n at e a n y on e o f th e s e e l e m en t s o f t he
t ot a l s itu ati on c on fron ti n g S a m an d his re s p on se wo uld
b e di ff e r e n t .
C a n a n it e m b e b ot h a r e s p on s e a n d a s it u a tion ?
The an a ly s i s o f t he p a s s a ge fro m We d n e s d a y M a d
“
n es s ha s
und o ubte dly puzzle d m an y in th at c e rt a i n,
“ ”
it e m s we re li st e d in on e s c en e a s res p on se s a n d
”
th en in t he n ext s cen e a s s it u ati on s For e x a mple .
,
on e res p on s e on t he p a rt o f S a m o n m ee t i n g M a b e l
“ ” “
wa s e xqui s it e m omen t s h e a rt b e ati n g in an u n
,
” “
a ccu s t o m e d m an n e r s uff e r i n g
, fro m e mb a rr as s
”
men t Th e s e ph en o men a r e s ult e d fro m meeti n g her
. .
B ut th ey in turn i mme di at e ly co mmence d t o affe ct

his fu rth e r b eh a v i or The wildly b e ati n g h ea rt an d
.
irre gul a r b re ath in g i n t e r fe re d with his t a lki n g Ju st .
s o t he an gry man r e ve a l s his a n ge r by t he j e r ky man
n e r o f s p ee ch e v e n wh e n he c on t r o l s t he u se of his
,
wo rd s .
B e h av io r is a s t e a dy st re a m of e ven t s In a n a lyz in g .
i t we h ave t o bre a k it up i n t o s h ort s ce nes i n o rde r t o

di s cu s s it In d oi n g s o we do vi olenc e t o s ome of t he
.
fa ct s . But if we b e a r in mi n d th at t he s ce n e s a re a rti
fi c ia l u n it s o f b e h a vi o r th at b e h a vi o r is fl owin g a l on g
, ,
an d th at d e t a il s fr o m with o ut fir s t m a k e s o me i mpres
s i on an d th e n v e ry o ft e n th ese r e s p on s e s in turn j o i n
w i th t he next d et a il s fr om without a s c a u ses for t he

n e xt i mpres s i on we s h a ll n ot go far ast r ay in ou r
,
s tudy .
A SSI G NM E NT TO BE RE P A RE D
P B EFORE RE AD I NG
LE S S O N V II
Turn a g a i n t o T a rki n gt on s s t o ry of Pen rod Do
’
.
y o u th in k it is p o s s i bl e s o t o u n d e r st an d P e n r od s be
’
“
h a v i o r th at on e c an s ay Y es thi s is t he c a u se of th at
, ,
p e rform an c e He did th i s b e c a u se of th at ?
.
”
1 . With t he a im in mi n d o f en d e a vo rin g t o li n k
c a u se an d eff e ct t ogeth e r in an i n div i du a l s ’
“
b eh av i o r c on s id e r t he p a s s a ge b e gi n n i n g
, , P en r o d s
’
g a ze h a d re l a xe d d ro pp e d t o his butt on a g a i n
, ( p a ge
6
4 9 , l i n e 1 6 2 ) a n d e nd i n g with t he p a r a g r a ph ,
H e h a d
o n e i d e a ; t o re a d a s r a pidly a s p o s s ibl e (l i n e
An a lyze t he b e h a vi or o f Pen ro d in d i a g r a mm at i c
fo r m a s wa s d on e in L e s s on V In li s t i n g t he d et a il s
.
m a ki n g up t he s i tu at i on in you r fir s t s cen e do n ot ,
fa il t o t a ke i n t o a cc o u n t i t e m s th a t h ave occu rr e d in
t he s t o ry p ri o r t o th i s p o i n t .
2. An a lyz e in t he s a m e way t he b e h av i o r o f t he
t e a ch e r (n ot P en ro d ) in t he p as s a ge c o mme nci n g
“ ”
with ,
‘
B ri n g me th at l ett e r s he s a id ( li n e
,
’
a n d en di n g at l i n e 2 3 8 .
3 As a furth e r p a rt o f th i s a s s i gn me nt a n s we r t he
.
,
qu es t i on in det a il Why wa s P en ro d e mbitt e re d a g a in st

,
“
”
M a rg a ret ? Not e t he p a r a g r a ph c omm en ci n g with ,
“
And wh e n he re ach e d t he t e m p o r a ry s h e lt e r
(l i n e
If y o u d es i re a re al gr a s p of wh at is h e re p re s en te d
-
in oth e r wo r d s if y ou d e s ire t o m a ke u s e of th i s c on
,
c e p t io n in y o u r th i n ki n g
—y o u mu st do a c e rt a i n a mo u n t
of w or k . Y ou c a n n ot ch a nge y o u r meth o d s o f thi n ki n g
by re a din g a b o ut s uch c on ce pt i ons Th e refo re w ri t e
.
,
o u t y o ur a n s we r s in d et a il t o t he three a s s i gn m ent s
b e fore re a d i n g L es s on VI I .
L ESSON VI I ANALYSI S OF HUMAN B EHAVIOR
.
INTO ITS COMPONENTS ( C ONT I N UE D )
B e c a u s e t he c on ce pti on of b e h av i o r a s c omp o s e d
o f s itu ati on s a n d r e s p o n s e s is s o fu n d a m en t a l t o a ll
th at foll ow s fu rth e r att en t i on is give n it h e re Co m

,
-
.
p a re y o u r own a n aly s i s o f b e h avi or a s a s s ign e d in L e s s on

VI with t he a n a lys e s given h e re an d m a ke s u re y ou th o r
o ughly u n d e r s t an d wh at s itu a t i on s an d r e s p on s e s a re .
A NA LY S I S OF A S E C ON D PA S S A GE FR O M W ED N E S
”
DA Y MA D NE S S
The p a s s a ge c on s id e re d h e re is fo u n d b etween
li n es 1 6 2 a n d 1 92 o f t he P en ro d s t ory .
S it tioua ns Con f ontin g P n o d

r R p e r es on s e s o f Pe n r d
o
I .Accumul ati on o f u n
ple as an t inh i b it e d re a c
ti on s ( h a d t o go t o
s ch oo l h a d t o p re p a r e a
,
l e tt e r h a d t o re a d t he
,
l ett e r et c wh en he
, .
,
did n t w an t t o)
’
.
2 . In E n gli s h cl a s s me m ,
b e r s o f t he cl a s s re a di n g
l ett e r s .
3 . P e n r o d h a s h is l e s s on
p re p a r e d .
75 THE P SYCHOLOGY OF
S it u ation s Con f r tion ng P en rd o R es p o n s e s o f Pe n r d
o
1, 2 , 7, 8 , 11; to a s light ex
t ent 9 an d I O .
12 . Te a ch e r s re a ct ion t o 1 R i se s due t o h a bit du e

’
.
,
Pen ro d s fi n di n g t he
’
t o 8 an d 1 2 .
’
l ett e r ,We ll we ll Re a d s le tt e r due t o 2
, ,
li s t en t o wh at you ve 8 an d 1 2
’
, .
fou n d tim e t o p re k Re ad s as fas t as p o s .
p a r e a ddi n g c oldly
, s i bl e W i th n o th ought ,
”
fo r on c e ( D u e also . o f t he m e a n i n g of t he
t o P e n ro d s pr evi o u s wor d s due t o I an d 7

’
.
,
fa ilure s t o p re p a re his 1 L i ttle affe ct e d by t e a ch .
les s on s ) . er s u n fa v o r a b le a t t i ’
13 . Cl a s s ma t e s r ea ct i on ’
t ude o r
t o ( a t o h ) an d t o t e
me mb ra n c e of h is un
u s u a l c on duct —fr an k
p es s im i s m ; a ll w a tch
in g him .
A NA LY S I S AS TO WHY ENRO D WA S E M B ITTERE D

P
A G A I N S T M A R G RET A
It is in st in ctiv e ( 1 ) t o fee l c r os s wh en an y i n div i du a l

o r o bj e ct b l ock s wh at we a re a b o ut t o do or fo r c e s us ,
t o do an ythin g we d on t W i s h t o do For e x a mple

’
.
Pen rod di dn t wis h ’

to Ha d t o —un ple as ant fee l
t o s ch oo l . i n g s t ow a r d s ch oo l an d t o
w a r d th ose who fo r ce d h i m
to go
t p—wi th
.
Pen ro d ’
s e x a s p e r at i on Ha d to s o a dd e d
S ELLING LI F E INSURANCE 77
h av i n g t o go t o s ch oo l i r ri t at i o n t ow a r d Ma r
Wo r ke d it s e l f out in his g a re t .
mon ol ogu e .
Pe r d didn t W i s h t o
n o H’
a d to — u n ple a s a nt fee l
w r it e a lett e r . i n g s t ow a r d lett e r s ch oo l ,
t e a ch e r an d o ri gi n a l
,
own e r o f l e tt e r .
—
Pen rod did n t w i s h t o re a d Ha d t o u n ple as a nt fee l
’
t he l ett e r . i n g s t ow a r d l ett e r t e a ch ,
e r s ch oo lm a t es , .
It is i n stinct i ve ( 2 ) to get an g ry when att acke d . Fo r

e x a mpl e :
P en ro d wa s r i d i cul e d ’
Co uld n t a t t ack th e m .
s ch oo lm at es . H e n ce a dd e d u n pl e a s an t
,
ness .
Penro d was p un i s h e d Co uldn t ’

a tt a ck her .
t e ache r . H en c e a dd e d u n pl eas an t
n es s .
He wa s thu s p os s e s s e d with u n ple as ant fee l i n g s an d

”
an g e r an d b oth mo re o r l e s s b ottled u p
, lo a de d
“ ”
l i ke a b omb ( s e e p a ge 4 7 2 li n e , U n d e r s uch c on
dit ion s t he en e r gy will b e s h ot o u t in on e o r m o re ch an
n e l s a s s oon a s occ a s i on a r i s e s in thi s c a s e t ow a r d M ar
,
g a ret : ( 1 ) b ec a u s e he e xp e ct e d t o m ee t he r a n d h en c e
s he c a m e i nt o his min d ; ( 2 ) b e c a u se S he wa s c on n e ct e d
( a) with his be i n g fo r c e d t o go t o s ch oo l an d ( b ) with

t he l e tt e r ; an d ( 3 ) b ec a u se S he wa s o r di n a r ily ir r it ati n g
t o him .
SI TUA T I ON , B ON D , A ND RE S P ON S E
We are n o w di s cu s s a ll three of t he c om
re a dy to
p on e n t s o f b e h a vi o r — i a s itu ati on b on d an d re, , ,
s p o n s e r e fe r re d t o in Le s s on V
, Up t o t he p re s en t t he .
,
“ ”
c o mp on en t b on d ha s b een i gn o re d .
The b e h a v i o r o f an y i n dividu a l c an b e d i v i d e d i n t o
“ ”
c o mbi n ati on s quit e s imil a r t o t he littl e s c en es u s e d
“
in an a lyzi n g Pe n ro d s b e h av i o r
’
E a ch s c en e c on .
s i s t s o f a s itu a ti on a ff ecti n g t he i n dividu a l an d his re
s p on s e .All b e h a vi o r n o m att e r how s impl e o r c om

,
plex wh eth e r bl i n ki n g t he e y e o r s olvi n g an in tric at e

,
p ro bl e m In c a lculu s I S a re s p on s e t o s ome s itu at i on

, .
The s it u a t ion m ay b e c o mp o s e d of d et a il s o ut s id e
t he b o dy o r d e t a il s withi n t he b o dy o r b oth c o mbi n e d ,
t ogeth e r D et a il s o ut s id e t he b ody aff e ct u s th r ough

.
on e o f o u r s en s e o r g a n s t he e y e t he e a r t he n o s e , , ,
t he m o uth o r t he s ki n , (Obj e ct s wh i ch do n ot aff e ct

.
on e o f o u r s en s e o r g a n s n e ve r a c t a s s itu a ti on s We .
c an n ot se e h e a r s me ll t a st e or fee l ult r a vi o let r a y s

, , , , ,
u se d in t a ki n g ph ot og r a ph s or m a gn eti s m o r wi re le s s ,
me s s a ges We c an h owev e r re s p on d t o pi e ce s o f a p
.
, ,
p a r atu s s o c on s t r uct e d as t o res p on d t o s uch p he

mome n a ) D et a i l s with i n t he b ody affe ct s en s e o rg an s
.
o f which t he l a ym a n is u n aw a r e Thi s is n o pl a ce t o go .
i nt o d et a il a b o ut th e m Su ffi c e i t t o s ay th at We a re .
m a d e aw a re of a r a pidly b e at i n g h e a rt o r a s t om a ch
a ch e o r dizzi n e s s ; a l s o o f t he r es p on se we h a v e j u s t
m a d e an d o f t he th o ught s we h ave exp e ri enc e d on t he

s a m e s ubj e ct a wee k a go
1
.
1
S f t t
ee p g 8 3 f j tifi ti f i l d i g th o ght w h
oo n o e on a e or us ca on o nc u n u s e a ve
e xp i d d
e r en c e it ti un er s ua on .
”
The re s p on s e is t he s u m t ot a l of t he b e h a v i o r b r o ught
a b o ut by a s i tu at i on affe cti n g an i n di v idu a l It in .
c lu de s m o v e m e n t s pro duc e d by t he l a r ge mu s cl e s o f
t he b ody a n d o f t he s m a ll mu s cl e s withi n t he b o dy
1
,
an d t he t ot a l o f con s ci o u s n e s s i n v o l v e d th e r e in Fo r .
e x a mpl e wh e n S a m met M a b e l he r es p o n d e d by c e a s
,
in g t o w a lk ( m ov e me n t s in t he l a r ge le g a n d b ac k
mu s cl e s ) by s p e a ki n g t o he r ( mov e men t s of s m a ll
,
mu s cl e s in t he th ro at a n d m o uth ) by l oo ki n g at he r ,
( m o v e m e n t s o f t he e y e s h e a d a n d n e ck ) by, ch a n g e s , ,
in t he m ov e m en t s of t he h e a rt mu s cl e by a g r e a t ,
n u mb e r o f oth e r m u s cul a r ch an ge s i n v o l v i n g t he
a c tivity o f t he lu n g s s t o m a c h c a p ill a ry bl oo d v e s s e l s
, , ,
et c .In a dditi on th e re w e r e a ll t he e le m e n t s i n v o lv e d
in S a m s c on s c i o u s n e s s o f M a b e l a n d t he e v en t s t a ki n g
’
pl a ce with i n him Hum an b e i n g s a re c o mplic at e d

.
m ec h an i s m s ; a n d c e rt a i n s itu at i on s ( a s t he gi r l on e
l ov es ) c a n mos t aw fully up s et th e i r wo r ki n g s .
The b on d S upp os e I a m c on fr on t e d with t he S itu a

.
ti on 1 7x6 7 I re a ch fo r p e nc il a n d p a p e r w r i t e d own
.
,
t he figu r e s m a ke ce r t a i n a dditi on a l mo v e men t s a n d

, ,
o bt a i n the a n s we r t o t he p r o bl e m All t he mov e me n t s .
m a ke up t he re s p on s e But how c o m e s it th at c e rt a i n
.
bl a ck m a r k s on p a p e r which aff e ct t he ey e m a ke my
h an d s move ? Wh en I wa s fo u r ye a r s o ld t he bl a ck
m a r k s wo uld h a ve b e e n p a s s e d by u n n o tic e d (n o re
s p on s e w o uld h a v e b ee n m a d e ) L a t e r on t he on ly t e .
“ ‘
s p o n s e might h a v e b ee n M a mm a wh at d oe s se v en
, ,
1
l d d i h m m ll m l wi h i h b dy i h i f
In c n t e t er t n t s t e a c t on o
lbh i
u e s a us c es e o
gl d wh i h pl y imp
an s p i
c a f x mpl
an ort a n t a rt n o u r t ot a e a v or, a s , or e a e,
th fl w f li
e o p i g w ll
o sakdb f k h f i ig f
va u on s ee n a e c oo e ee s t e a or t e u n c t on n o
th d l di
e a di L
ren a s VIII s c us s e n es s on .
80 T H E PSYCHOLOGY OF
”
t een x an d s i xty s even me an ? The e xpl an at ion o f
, ,
’ ‘
-
’
,
c ours e is th a t th ro ugh tr a i n i n g t he n e rv ou s s y s t e m h as
,
“
b een d ev e l o p e d t o s uch a p o i n t th at wh en 1 7x6 7 is
s e e n I multiply th e m o u t In o rd e r t o a vo id a g re at
.
“ ”
m a n y t ech n ic a liti e s we s h a ll u se t he t e r m b ond t o
,
c ov e r t he t ot a l fun cti on i n g of t he n e rv ou s s y s t e m I n .
o th e r w o r d s in t he c a s e o f b e i n g c on fron t e d with t he
,
“ ” “ ”
S it u at i on 1 7 x6 7
, we s h a ll u s e t he wo r d b on d t o
,
c ov e r t he a cti v ity of t he n e rv ou s s y s t e m wh e re by c e r
t a i n s timul ati on s up on t he retin a of t he ey e b ri n g a b o ut
c e rt a i n mu s cul a r a ctiv i t i es .
The n e r vo u s s y s t e m is affe cte d by u s e o r di s u se A .
t e le ph on e w i re is n ot affect e d by t he n umb e r of
c a ll s p a s s in g ov e r it To imp rove t e l eph on e s e rvic e
.
we fre qu en tly h a ve t o c h an ge t he s ize o f wi re o r

it s c o mp os iti on o r rea dj u s t c onn e ct i on s a t t he t e r mi
,
n a ls. S e rv ic e o ve r t he n e r v ou s s y s t e m on t he othe r ,
h an d is a dj u s t e d a cco r di n g t o u s e The m o re fre

, .
q u e n tly a s itu ati on is c on n e ct e d with a res p on se t he ,
le s s b e c o mes t he res i s t an ce o ve r t he n e rv ou s p athw a y

a n d t he quick e r t he r e s p on s e fo ll ow s t he s itu a ti on .
R e p etiti on s of an a c t a s typ ew r itin g b ri n g s kill du e

, ,
t o t he l owe ri n g o f r e s i s t a nce ov e r t he u se d n e r ve
p a thw a y s .
S CI ENT I F IC CO N C E PT I ON OF B E HA V I OR
All b e h a v i o r c omp ri ses a s itu a tion con ne ct e d th rough
s p e ci a l a d a pt ati on o f t he n e r v o u s s y s t e m ( b on d) t o c e r
t a i n mu s cle s s o th at wh en t he S it u ati on is p res e nt e d

,
t he mu s cl e s r e a ct ( r es p on s e) .
Hum a n b eh a v io r is s imil a r t o a n in t eroffi c e t e l e p hon e

s y s te m Pu s h i n g but t on 1 get s Sm i th on t he ph on e ;
.
butt on 2 J on es on t he ph on e S mith a n d J on es co me
,
.
t o t he ph on e b e c a u se o f t wo th i n g s : ( 1 ) t he p r o p e r b ut
t on wa s p us h e d ; an d ( 2 ) t he t e l e ph on e s y s t e m is s o c on
s t i tut e d th a t butt on I l e a d s t o t he ph on e in Smith s

’
r oo m et c So with hum an b e i n g s : wh en button I is

, .
pu s h e d ( i r rit at ion i n t he thro at ) a c e rt a i n r es p on s e is

m a d e ( c o ughin g) ; wh en butt on 2 is p res s e d ( S ight o f a n
i n fu r i at ed bull c omi n g t ow a rd y ou wh en y o u a re twen ty
fe e t fr o m t he fe n ce ) a ce rt a in re s p on se is m a d e ( r u n n i n g
fo r t he fen ce cl i mb i n g o ve r i t kee p i n g an e y e on t he
, ,
a pp r o a c h i n g b ull tre me n d o u s i n cre a s e in t he a ct i vity

,
o f h e a rt lu n g s
, Y ou co ugh o r ru n fro m t he bull
,
b e c a u se ( a) t he pro pe r s itu a t i on s a re p re se n t e d ; an d
b
( )y o u a re s o c o n s titut e d th a t s t i mul a t i on o f t he th r o a t
c a u se s c oughin g n ot r u nn i ng from t he bull an d s i ght

, ,
o f t he bull c a u s e s y ou t o ru n n ot t o th i nk o f e n j oyi n g
,
t he s ce n e ry .
But hum a n b eh a v io r di ff e rs fro m an int e roffi c e t e le

ph on e s y s t e m in th at e a ch time a c on n e cti on is m a d e
t h e s e rvic e is imp ro v e d fo r t he r es i s t a n c e o f t he
, b on d
(t he n e rv o u s s y s t e m ) is lowe re d with e ach tr i a l M o re .
ov e r t he hum an b e i n g is c on s ci o u s o f wh at c onn e ct i on s
,
a re b e i n g m a d e in a wa y th a t is i mp os s ible in t he c a se
o f an a ut o m at i c ph on e s y s t e m .
It is j u s t th i s c on c ept ion th at is me an t whe n on e

“ ”
s pe a k s o f s a l es m an s hip as a men t a l p roc e s s .The
s a l e s m an c a n n ot u s e fo r ce up on a p r o s p e ct He c an n ot
.
s h o ut e xh o rt a t i on s at him o r ov e rwh e lm h i m with a r gu
men t s a n d m a ke t he pro s pe ct buy The on ly way in .
wh ich a s a l e c an b e m a d e is by pre s en ti n g th ose s itu a

ti on s t o t he p ro s p ec t which le a d him b ec a u se o f
his o wn m en t a l m a ke-u p to w an t t he se rv i c e an d
to buy .
Wh at t he p rop e r s itu ation s a re d e p en d s on t he p a r

t ic u la r pros p e ct If he s p e a k s on ly It a li an n o s a le s
.
,
t a lk in E n gli s h will m ove him If he h at es his wi fe n o

.
,
a pp e a l t o p r ot e ct i on o f h is wi fe will l e a d him t o buy
li fe i n s u r a n c e An d in t he s a me way if y ou r p ros p e ct
.
,
s p en t m os t o f t he p r e v i o u s n ight l oo ki n g a ft e r a s i ck
child c o uldn t s t art his a ut o an d h a d t o c o m e t o t he

,
’
o ffic e in a s t r ee t c a r g etti n g th e re l a t e fo u n d t he o ffic e

, ,
b oy h a d n t s h own up a n d wa s l at e r c a lle d d own by t he

’
b os s for a n o ve r s ight y o u may re ce ive a m os t vi o l en t

,
e xpl o s i o n wh e n y o u i n t r ud e on h is w o r k j u s t a s Ma r ,
g a ret wa s t he re cipi en t o f Pen ro d s b ottle d u p e n e r gy

’
-
.
But an u n d e r s t an di n g o f hum a n n atu re wo uld m a ke

y o u r e a lize th a t t he m e r e e n t r a n c e o f y o ur s e l f i n t o t he
p ros p e ct s offic e c ou ld n ot p o s s ibly b e t he m a i n e le
’
me n t of t he wh o l e s itu ati on t o which t he p ros p e ct wa s

re a ct i n g If y o u s h o uld o utl a s t his o utbu r s t an d du r i n g
.
,
th at time do n othin g t o wa r r an t his att a cki n g y ou he ,
wo uld re a lize he h a d t re at e d y o u u n j u st ly a n d b e p a r
'
t ic u la rly c o urt e o u s O n e o f t he wr i t e r s m o s t s at is fa c
’
.
“ ”
t o ry in t e rvi ews wh e n en g a ge d in s e lli n g p e r s on n e l
wo r k t o a r my a uth or iti es fo llowe d a fift e en mi n ut e -
c a lli n g d own fo r wh ich he wa s n ot in t he le a s t re s p on

s ibl e e xc e pt th a t he h a pp e n e d t o m ee t t he c o l on e l a t
th at p a rticul a r m omen t .
S U MMA RY
Wh at h a s b een p res en t e d c on c e rn i n g s itu ati on b on d , .
a n d r es p o n s e c a n b e s umm a r iz e d as fo ll ow s
4 . Why did P en ro d kick h is u n cle s h at ?

’
“ ”
5 . Why did P e n ro d s ay I fee l bully at t he cl os e
,
o f t he s t o r y ?
6 . C o mp a re P en ro d s c on d iti on s wh e n his g a z e
’
h a d r e l a x e d d r o pp e d t o his b utt on a g a i n a n d
, ,
”
his le th a r gy was r e n ewe d ( p a ge 46 9 li n e 1 6 2 )
,
“
an d he wa s in a ll i n w a r d re s p e ct s a b o mb
, , ,
”
l o a d e d a n d ticki n g ( p a ge 47 2 li n e
, Un de r
which c o n dit i on would it b e e a s i e r t o get him t o
( a ) fight ( b ) b uy a t op or ( c ) go on an e rr a nd
, ,
fo r h is m oth e r ?
LESSON VI I I . NATIVE AND ACQ UI R E D
B EHAVIOR
B e h av i or h as b ee n a n a lyze d i n t o it s three c omp o

n en t s — s i t u a t i on b on d an d r e s p on se
, , E ach of th es e .
c o mp one nt s as we h a ve s a i d b e fore may b e ve ry s i mple

, ,
“ ”
o r ve ry c o mpl e x a s fo r e x a mpl e re s p o n di n g t o
, , , 6 +6
wi th ’
or t o a l on g c on t i n u e d p e n t u p c ond i t i on
‘‘
- -
”
w i th fighti n g In t he a lley .
Le t u s loo k at th i s l a s t e x ample o f b e h a v i o r fo r a
mo men t b e fore p roc eed in g t o t he m a i n th ought of t he
,
les s on It is typ i c a l of much of hum an b e h av i o r an d is

.
n o m o re co mp l e x th a n t he t o t a l m e nt a l s e t y ou mu s t
d e ve lo p in a p ros p ect s mi n d b e fo re he w i ll buy O f

’
.
c ou r se i t is ve r y di ff e re nt in oth e r re s p e ct s
,
.
P en ro d s fighti n g wa s du e t o a lon g s e r i es of event s

’
,
e a ch o f which ha d c a lle d fo r a cti on m o re o r l e s s V i o l e n t .
In e a ch of th es e c as e s t he t ot a l s itu a ti on h a d b een s uch

th a t t he s p e cific a ct i on c a lle d fo r c o uld not b e c a r ri e d
ou t . Th at is the re h a d b een i n t e r fe ren ce wi th t he
,
n atu r a l re s p ons e t o m a n y s i tu a ti on s I n te r fe ren ce a l

.
w ay s c a u se s u n pl eas ant n es s inc re as i n g t o an ge r These

, .
s i tu at i on s we re
'
1 N e c e s s i t y of atte nd i n g s c h o o l ( rec o gn i z ed
.
t hrough lon g e xp e r i e n c e a s d e cid e dly unpl e as ant ) .
2 N ec e s s i ty of pre p a r i n g a let t e r
. .
3 F a
. th e r s e dic’
t a b o u t s t a yi n g in b e d ( i n t e r fe r i n g
with his cu s t om a ry We d n e s d a y ill n e s s ) .
—
4 We d n e s d a y a r o u s i n g o ld h a bit of b e i n g s ick on
.
th at d ay (h a b i t i n t e r fe re d with by
“ ”
5 F a ilu r e t o w o r k h is fath e r
. .
6 M a r g a re t s a pp e a r an c e ( c a u s i n g i n t e r fe re n c e
’
.
with o utbu rs t r es ulti n g fro m

7 M .a r g a r e t s a n d
’
m o th e r s e mph a s i s of n e e d o f
’
h a s t e (c a u s i n g fu rth e r i n t e r fe ren c e with outbu r s t re s ult

in g fro m 5 ) a n d a l s o fo r c i n g him t o th in k of s ch oo l
i e fo r ci n g him t o do wh at he did n t w a n t t o do)
’
. .
, .
8 B e i n g fo r c e d t o re a d l ett e r by t e a ch e r
. .
9 Ridicul e d by s ch oo lm a t es in s choo l
. .
10 Pu n i s h e d by te a ch e r
. .
11 To r me n t e d by s choo lm a t es a ft e r s ch oo l
. .
12 Ke pt in aft e r s ch oo l
. .
13 Fe a r o f b e i n g a rre s t e d
. .
14 Fe a r of b e i n g s co ld e d by M a rg a r et
. .
With a ll th e s e s itu ati on s th e re c o uld b e n o a de qu at e

re s p on s e B ut he c o uld re a ct t ow a r d t he S p a rr ow an d
.
t ow a r d M a b e l an d S a m a n d he did Fighti n g is t he
, .
mos t wh o le s o ule d re s p on s e fo r a b oy the re is un d e r

-
s uch ci r cum s t a n c e s s o fighti n g S t a rt s a s s oon as o c

,
c a s i on a r i s e s .
S am h av i n g fle d b e fo r e P e n ro d s o utbu r s t wa s
’
mo re th an re a lly b e gun Pen rod s till n ee d e d o p p o r

,
t u n it y t o fr ee him se lf o f his p e n t u p e m oti o n s The dog -

.
did n ot s u ffi c e but t he t wo b oy s in t he a lley affor d e d

,
t he u n c on s ci o u s ly d e s i r e d o utl e t .
Ju s t as m an y e le men t s c o mbi n e d c a u se d P en ro d t o
fight s o t he s a les m an mu s t c o mb i n e m a n y e le me n t s
,
a re c ommon t o a ll men an d on t he oth e r h and th at
, , ,
t h e re a re oth e r ki n d s which a re fo u n d on ly a m on g c e r
t a i n me n . The fo rme r a re n a tive an d n ot l e a rn e d ; t he

latt e r a re a c q u ired th r ou gh e xp e r i e n c e .
T a ke t he c a s e o f t he s a l es i n t e rvi ew b etween H a r ri n g
t on a n d Ald e r s on H a r r i n gt o n di s c ov e re d b e fore c a ll i n g
.
on Ald e r s on th a t he wa s a di r e ct o r o f t he Co n t i n e n t a l
Tru s t Co mp an y Th at me a nt t o H a rr i n gt on th at Al
.
de rs on wa s p o s s e s s e d of a c e rt a i n gro up o f in t e res t s n ot
p os ses s e d by mos t me n Ald e r s on s p os iti on wo uld fo rc e
.
’
“
h i m t o b ec o me v e ry fa mil i a r wi th c o rp o r at e t ru st ee
”
s hip . If H a rri n g t on c o uld get him t o thi n k a b o ut thi s
s ubj e ct fo r a mi n ut e o r t wo Ald e rs o n c o uld n ot h e lp
,
b eco m i n g i nt e res t e d An d if c o r p o r at e t r ust ee s h i p

.
co uld b e lin ke d wi th li fe i n s u r an c e then i n s u r an ce ,
co uld b e m a de int e res ti n g t o Ald e rs on b ec a us e o f his

i nte res t i n t he oth e r t opic An d it wa s j u s t th ro ugh
.
t hi s re l ati on s hip th at Ald e r s on wa s s o ld Thi s p a rt ic u .
lar s a les i n t e rv i e w will wo r k on ly wi th men who p o s s es s

“ ”
h a b i t s of th o ught c on ce rn i n g c o r p o r at e tru s t ee s h ip
—
.
Th i s i n t e re s t o f Ald e rs on was a c q u ired th ro ugh e x
p e rien c e it wa s l e a rn e d .
On t he oth e r h an d b e c a u se a lmos t e ve ry m a r r ie d
,
man l oves his w i fe ( s ex i n sti n ct ) i t is a lm os t c e rt a in ,
t h a t a n a pp e a l t o p rot e ct h is wi fe W ill s t ron gly i n flu e n ce
h i m tow a r d buyi n g i ns u r an c e Such an i n t e res t is

—
.
n a tive it was n ot le a rn e d .
N A TI V E B E HA V I OR
The ne w-b o rn b a by wi th out le a rn i ng
, of a n y s o rt ,
h as t he u se of his h e a rt lu n g s
, , t m a ch i nt e st i ne s
s o , ,
liv e r k i d n ey s an d i n s h o rt of a ll of his i nt e rn a l org ans

, , , , .
He a l s o u s e s a ll his mu s cle s b e nd s an d e xt en d s his l i mb s, ,
move s his trun k he a d an d e yes in a ll d i re ct i on s an d

, , ,
m a ke s c omple x an d s kill ful mov emen t s of l i p s j aws , ,
t on gu e thro at an d l a ryn x He p os ses s es a s p a rt of

, ,
.
,
his n at i v e e quipme nt n ot on ly t he m e re p owe r of mu s

but t he fu n d a m ent a l c o—
,
c u la r a ct i on , o r d i n at i on s of
m u s cul a r a cti on Th es e fun d a men t a l c o o rdin at i on s

.
-
a re p ro v id e d by wh a t a re c a lle d t he lowe r n e rv e c en ‘ ’
t e r s in t he s pi n a l c o r d an d b r a i n s t e m ; an d i t a ppe a rs
‘ ’
th at t he o rg an iz ati on of th ese lowe r c en t e r s is p r ov i d e d

by n at u re N ativ e e quipmen t i n cludes a l s o t he u se of
.
t he s e n s e o r g a n s The child c a n n ot b e s ai d t o le a rn t o
.
s ee o r h e a r n or t o a cqui r e t he p owe r o f s e e ing re d an d

,
b lue o r th at o f h e a r i n g high an d low t on es by t r a i n i ng

, ,
a n d e xp e ri e n c e G i v en t he pro p e r s t a ge in t he n atur a l
.
d e v e l o pm en t of t he v i s u a l a pp a r atu s an d given t he ,
p ro p e r e xt e rn a l s timulu s ( s i tu at i on ) t he ch i ld s ees re d ,
s imply b e c a u s e he is m a d e th a t wa y ; o r if he ch an c es ,
t o b e l on g t o th at m i n o rity o f m a l e ch i ldre n who a re
b o rn c o lo r blin d he d oe s n ot s ee re d b ec a u se he is b o rn
,
th a t way .
“
Thu s t he fu n d a me n t a l s o f s e n s at i on m ot ion an d
, , ,
o r g an i c fun cti on a re t o b e e n t e re d in t he column

he a d e d n ati v e e quipmen t The re is st i ll mo re t o go
‘ ’
.
the re .
The re m a i n d e r o f m an s n at i ve e qu i pmen t may b e

’
gro up e d un d e r three h e a d i ng s : reflexes emotion s an d , ,
in s t in c ts .
1
R S
. oo . W dw h Dy
ort , na mic P s y c hology , 191 8 , p .
47 . Co py ight d
r e by
Co l u mb ia Un v e rs iti yP re s s .
—
REFLE X A CT I ON A MOD E OF NA T IV E B E HA V I O R
A re fl e x a c t c omp r i ses a s itu ati on b on d re s p on s e c o m - -
b in ati on o r me ch an i s m in which we h a v e a s imple

, ,
s itu a ti on an d r e s p on s e an d a b o n d ve ry we ll fo rm e d a t
t he tim e o f bi rth The foll owi n g a re e x a mpl e s :

.
S it u ati on s R es p on s e s
1 . A l oud n o i s e . Jumpi n g .
2 . H an d on hot s t ove . Je r ki n g h an d aw ay .
3 . Obj ect in e y e . Shutti n g e y e flow o f t e a r s , .
4 . I rr it ati on in thro at . C oughi n g .
5 . Fl a s hi n g e l e ct r ic s ign . Loo kin g at mov i n g light .
R e fl e xe s a re o f c o u r s e n ot l e a rn e d Th ey d e ve lo p
, , .
as n a tu r a lly a s t he h a i r o n on e s h e a d a ft e r bi rth o r t h e
’
b e a r d o n a man fo llowi n g pub e rty Wh en t he a pp ro .
riat e s it u a ti o n is p re s en t e d t he re fl e x r es p on s e t a k es
p
pl a c e ( b a r r i n g ve ry e xc e pti on a l c a se s ) But thi s re .
s p ou se is m a d e with n o p a rt ic u la r in teres t in t he p e r
fo rman c e Fo r e x a mpl e a fl y s udd en ly c o me s t ow a r d

.
,
The i n di v id u a l s h u t s his eyes a n d d odges his

’
on e s e y e .
h ea d The re s p on s e is a ut o m atic a lly m a d e an d d oe s

.
n ot a ro u s e an y i n t e res t M o re ove r a s s oon a s t he fl y

.
,
ha s di s a pp e a r e d t he w ho le p e r fo r m an c e fa d es fro m
c on s ci o u s n es s .
R e fl e x mo d e of b e h a vi or i s oft e n u s ef ul in g etti n g
a tt e n t i on A n y s udd en a n d es p eci a lly u n u s u a l ch an ge
.
in t he imp r es s i on s u p on t he e y e e a r n os e m outh o r , , , ,
“ ”
s ki n r e s ult s in a tt e n ti on t o th at which c a u s es t he
ch an ge A m ovi n g o bj e ct is w a tch e d an u n u s u a l ob
.
,
s l oo k e d a t an u n u s u a l t on e o f v o ic e e ith e r high
j ec t i , ,
o r low o r d iff e r e n t in s o m e oth e r re s p e ct m a ke s u s li st e n ,

to di s mi s s H a r r i n gt on He was d i ve rte d fr om his .
o wn c o u r s e o f a cti on th e re by Bu t thi s d e v i ce h e ld .
Ald e r s on s att en ti on on ly u n til t he fi s t was o p en e d

’
.
H a rr i n gt on wo u ld h ave h a d t o go if he ha d n ot b een
a bl e t o fo ll ow
p t he m o m e n t a ry div e rs i o n wi th s o m e
'
. .
oth e r S it u at on which h e ld att en t i on .
Thi s s ubj e ct will b e c on s id e re d mo re fully i n a l at e r

l e s s on The p o i n t t o b e re me mb e re d n ow is th at att en
.
ti on c an a lw a y s b e o bt a i n e d by p re sen ti n g a s itu at i on
c a u s i n g a re fl e x re s p on se But s uch a s itu ati on w i ll n ot .
m a i n t a i n i n t e res t It mu s t b e imme di at e ly fo llowe d by

.
a s e c on d s i tu at i on d es i gne d t o h old at t ent ion an d

a rou s e i nt e res t .
E MOT I O N S—A M O D E O F NA TI V E B E HAV I OR

Ve ry l i ttle h as b een kn own c onc e rn i ng m an s emo ’
ti ons until re c ently an d s ci enti s t s a re s till much in dis ,
put e reg a r di n g m an y ph a s es o f t he s ubj e ct W at s on .

,
1
for e x a mpl e m a i n t a i n s th at th e re a re on ly th ree dif

i—
,
fe e nt e m t i n s n a m e ly fe a r r a ge an d love ; wh e r e
r o o , , ,
as W oo dwo rth s p e a k s o f g r i e f mi rth an d oth e r emo

2
, , ,
ti on s ; in a dditi on Mc D ou ga ll re co gn ize s a s o mewh at

3
,
diff e ren t li s t fe a r di s gu s t won d e r an ge r s u b , , , ,
jec t ion e l a t i on
,
a n d t e n d e r e m oti o n
, Fo r t he p r a ct i c a l .
s a l e s m an it is s u ffici e n t t o r e c a ll t o m i nd s uch s t at e s o f
m i n d a n d b ody an d t o rec ogn ize th at th ey do p l ay a

p a rt in s e lli n g .
A ve ry s h o rt d es cr i pt ion of how an e mot ion a l mech

1
J B W t P y h l gy f
. . a s on , s c oo ro m the S ta ndp oint of a B ehavior ist , 1919, p . 199 .
1 R S W dw
. h Dy mi
. oo ort , na c P s y c hology , 19 1 8 , 51 p . .
1 W M D g ll S i l P y
. c ou a , oc a s c hology , 19 1 8 , c a hp
iii . .
an is m p e r at e s w i ll m a ke th i s c on ne ct i on w i th s ell i n g
o
more u n d e rs t an d a ble .
Why was it th at S am exp e r i en c e d e xqui s it e mo

”
men t s th at his h e a rt b e at in an u n accu s t o me d man
,
”
n er , a n d th at he s u ffe r e d fr o m e mb a rr a s s m e n t wh e n
he met M a b e l ? An d why is i t th at a ft e r b e i n g with ,
on e s gir l on e is s o qu i ck t o fly off t he h a n dle a n d fight ?

’
C an n on t e ll s u s th at u n d e r t he i n fl u en c e of l ov e t he
1
h e a rt b e at s m ore r a p i dly t he bl oo d p re s s ure ri s e s a n d

, ,
b re athi n g b ec ome s d ee p e r a n d a l s o mo re r a pid The .
bl oo d is d ri ven ou t of t he en ti re dige s t i ve s y s t e m t o t he
h e a rt lu n g s b r a in a n d mu s cle s th rough t he con tr a ct i on
, , ,
o f t he b l oo d v es s e l s i n t he dig e s t iv e s y s t e m an d th e i r
dil ati on p a rt i cul a rly i n t he mu s cle s Swe at ma y b re a k

, .
o u t o n t he s ki n th ere by p re p a ri ng t he b ody fo r r a pid

,
e limi n ati o n o f h e a t a n d w a s t e p r o duct s fo ll owi n g e x
c e s s iv e mu s cul a r a ct i v i ty M a b e l b e c a u se S he is i n t e r
.
,
e s ti n g t o S a m is a s i tu at i on which p r o duc e s a ll th es e
,
b o dily ch an ges An d s uch ch an ges c on s titut e t he fu n

.
d a me nt a l b as i s o f a n e m ot i on B ut t he me ch a n i s m is
.
e v e n m o re c o mplic a t e d Th e re a re t wo s m a ll gl an d s
.
,
s itu a t e d n e a r t he kid n e y s c a lle d t he a d re n a l gl a n d s

, .
Th e y a l s o a re s timul at e d by e motion A n d the y p o u r .
i nt o t he bloo d s tre a m a ch e m i c a l c a lle d a d ren a li n Thi s .
ch e mic a l aff e ct s t he v a rio u s i n t e rn a l o r g an s d i re ct ly

an d in t he s a m e wa y th a t t he n e rv o u s s y s t e m h a s a l
r e a dy d on e It S t i mul at es t he he a rt t o g re at e r a ct ivity ;
.
it c a u s e s t he b loo d v es se l s in t he s t o m ach a n d i n t es ti n e s
t o c o nt r a ct a n d in t he mu s cl es t o dil at e ; it c a u s e s t he
s t o re d u p -
s ug a r in t he liv e r t o b e p o u re d i n t o t he
bloo d t o b e u s e d as fue l fo r t he wo r ki n g m u s cle s ; it
1
W . B Ca nn on , B odily Cha nges in P a in, Hu n ger, Fear
. a nd Ra ge, 191 5 .
e l i mi n a t es c on s c i o u s n e s s o f fatigue an d it e ven goe s

s o fa r a pp a re n tly
, a s t o put t he bl oo d in s uch c o n
,
diti on th at i t will cl ot m o re r a pidly th an u s u a l if t he

b o dy is w o u n d e d .
Wh at we e xp e r i en c e wh en e m ot i on a lly e xc i t e d is t he
s u m t ot a l o f o u r c o n s ci o u s n e s s o f a ll th es e b od ily
ch an ges An d a pp a re n tly wh eth e r we a re e xcit e d

.
,
b ec a u s e o f fe a r r a ge o r l ov e o u r b o dy is pre p a re d for
, , ,
t he m a xim u m e xp e n ditu r e o f mu s c u l a r a ct i vity .
“ ”
The p en t u p c on diti on o f Pe n ro d wa s th en n ot a
-
, ,
figu re of s p e e ch It wa s b a se d up on a re a l a d a pt a t i on
.
o f t he b o dy fo r a ctivity of a s t r en u o u s s o rt Simil a r ly .
,
S a m h a vi n g b ee n a ro u s e d by t he p res en ce o f M a b e l ,
wa s a ll re a dy t o flee fight o r l ov e a n d wh e n s he dis , , ,
a pp e a re d a n d P e n r od re m a i n e d fighti n g wa s m o s t ,
n at u r a l .
E moti on al mod e of b e h a vi or is u s ef ul in g e tti n g

a c ti on . _ R ev i ew t he m eth od s o f s ucc es s ful s p ea k e r s ,
e v a n ge li s t s p olitici an s l a b or l e a d e r s ; o f eff e ctiv e

, ,
a dv e rti s e r s p a rt icul a r ly of a n ew c o mmod ity ; o f t e

,
fo r me rs a g a ins t s l a ve ry liquo r t r a ffi c di s h on es t a d
‘
, ,
v e rt is in g an d t he lik e ; in fa ct
, o f a ll l e a d e r s o f me n , .
M a ke a s tudy o f t he i r p ro c e du re an d n ot e how in
e v e ry c as e t he a udi e n c e is e m oti on a lly a r o u s e d When .
“ ”
y o u a r e e s p e ci a lly th r ill e d a n d g r ipp e d a t t he
the at e r or m ovie s t op w atchi n g t he s h ow a n d an a lyz e

,
t he c a u s e s of y o u r i n t e n s e i n t e re s t Di s c ov e r how .
y o u w e r e w o r k e d up S uch s ti rr e d u
.
p c on diti on s d o n o t -
a lw a y s l e a d t o a cti on The re a s o n fo r thi s is th at u s u

.
a lly th e re is n o s ugge s t e d a c ti on fo r y o u t o fo ll ow t he ,
a im o f a th e a t e r b e i n g t o a mu s e an d n o t t o c a u s e y o u t o
do s o me thi n g H e re i n s e lli n g is di ff e rent : it con s i s t s

.
2 R e a d ove r t he s a le s i nt e rv i ew th at follows an d
.
1
S h ow j u s t how r e fl e x a n d e m oti on a l r e s p on se s we re
a ro u s e d a n d utili z e d in s e lli n g t he p r o s p e ct .
I n tr od u c t ion Ag en t k n ows p ro s p e ct v e ry w ell h a s

.
,
s olicit e d h i m b efo r e a n d r e c e iv e d h is p r o mi se t o buy ;
but p ro s p ect h a s c on ti n u a lly put O ff fi n a l a cti on u ntil ,
a g e n t re a lize s n e c es s ity o f s ti rr i n g him up an d g etti n g
a cti on fr o m him in s o m e wa y .
P r os p e ct is s e at e d at his d e s k o pp os it e his p a rt n e r , ,
who is a m o re i ntim at e fri en d of t he a gen t th an t he

p ros p e ct is It is a b o ut e leven o cl ock S atu r d a y
.
’
mo rn i n g Pro s p ect an d p a rtn e r a re v e r y b u s y

. Th ey .
h ave a big d e a l h a n gi n g fire P ro s p ect who is d i rect .

,
in g mo s t o f t he wo r k is w a iti n g for l on g di s t an c e t e le
,
-
ph on e c on necti on s with thre e diffe ren t c i t i e s at t he s a me

t i me B oth a re e xcit e d
. .
Pros p e ct s n a me is Al P a rt n e r s n a me is B i ll
’
.
’
.
I n t e r vi e w Ag e n t en t e r s whil e pr os p e ct is s itt i n g on
.
t he e dge o f his ch a i r with his b a ck t ow a r d t he d oo r ,
l ea n i n g ove r t he t a ble which s t an d s b etween h i m a n d

his p a rt n e r ; he h as a t e le ph on e re c e ive r at e a ch e a r an d
is t a lki n g i n t o on e ph on e P a rt n e r is s e at e d a cros s t a ble
.
,
fac i n g d oo r an d w atchi n g p r o s p e ct e xcit e dly m a ki n g ,
s igns t o him t o a id in di r e ctin g c on ve rs at i on P a rt n e r .
l oo k s up a s a gen t en t e r s .
Agen t s t o p s b e hin d pros p e ct s t and s l oo kin g at t he ,
s c en e a n i n s t ant th en at p a rt n e r who h o ld s up his

, ,
h a n d i n dic ati n g d ange r o f i nt e rrupti on t o pros p e ct s

,
’
c onve rs ati on Alm ost i mme d i at e ly h owe ve r p art n e r

.
, ,
1
T ish l i
s a es nt erv e i w w s p orted b y Henry Hi
a re rvey of Cle vel an d Oh i
, o,
a g ra d u at e o f t he fi t l
rs f t h Sc h oo l of Lif I
c as s o e e n s u ranc e S a es l m hi p
an s ,
Ca rne g ie t
In s t it u e of Tec h l gy
no o .
S ELLING LI FE INSU RANC E 97
re moves his a tt entio n fro m p ro s p e ct s t e le ph on i n g

’
s ee m s s a t i s fi e d with i t a n d get s up t o g re e t a gen t

‘
,
.
“
P a rt n e r : Wh e re d y ou c o me from ? I th ought y o u
’
we re in P i tt s burgh le a r n i n g s ometh in g
,
.
\
“
Agen t : We ll y Ou d i d n t th i n k i t wou1d t a ke me
,
’
”
fore v e r t o l e a rn s o methin g d i d y ou ? Th e n p oi n t ,
“
ing t o p r os p e ct Wh at s a ll t he e xc i t e men t ? Big
,
’
”
d e a l on ?
P a rt ne r : Y e s He s s o e xc i t e d he d oe s n t k n ow
.
’ ’
a nythi n g . He s s i tt i n g on t he w ire fo r th ree lon g dis

’
-
t an c e c a ll s n ow s o fo r H e a ve n s s a k e d on t di s tu r b
,
’ ’
”
him .
Pro s p ect : ( H an g s up re ce iv e r o n p h on e an d l oo k s u p
for t he fi r s t t i m e )
“
H e llo Han k u s ! How a re y o u ?
.
,
“
h Y o u s e e we r e
’
( h o ldi n g o u t is h an d t o t h e a g en t ) .
pretty bu s y rou n d h e re th i s mo rn i n g .
“
Age n t : We ll th at s t he way I l i k e t o find y ou
,
’
.
I m p retty b u s y my s e l f
’
.
P r o s p e ct : Who ? Y ou ! Why y ou h a ven t an y r ight

“
,
’
”
t o b e bu s y ! Yo u re j u s t a s ch oo lb o y a ren t y o u ?
’
,
’
Agen t : Not t o da y Al I m w r iti n g li fe i n s u r an c e

-
, .
’
t o d a y a n d I a m h e r e t o writ e y o u r s n ow
-
( Pr o s p e ct s ph on e r i n g s an d he turn s t o an s wer He
’
.
is s oon s ettle d at his d e s k a g a i n in a l on g c on ve r s ati on

o n t he ph o n e w i th his p a r t n e r a c r o s s t he t a bl e a g a i n
,
s e at e d a n d di r e ct i n g c on v e r s ati on by g e s t u r e s an d an
occ a s i on a l wo r d Age n t s it s d own in a c h a i r at t he e n d

.
o f t he t a b l e wh e re he is i n vit e d t o S it by a m o t i on o f
,
p a rtne r P a rt n e r s i n t e res t in ph on e c on ve r s at i on s oo n
.
’
d i s a pp e a r s a n d he tu rns t o a ge nt ) .
“
Y o u c a n t get him t o do an yt hing t o-day
’
B ett e r .
”
g i v e h i m up .
( P ro s p e ct h e a rs thi s re m a rk p a rt n e r s while he is f
’
o
w a iti n g fo r an oth e r c onn e ct i on at t he ph o n e an d s h ows

s ign s o f e xp r es s i n g his c o n cu rr e n c e with it b ut a gen t ,
cut s in at o n ce ) .
’
Agen t : C a n t h e lp it I m on ly in t own fo r thi s .
’
m o rn i n g
( H e re a ge n t is int e rr upt e d by an o u tbur s t of pr os
p ec t s o v e r t he ph on e Th en c o me s a n oth e r e xcit e d
’
.
s t re tch o f ph on e w o r k i n v o lv i n g b oth p r o s p e ct a n d
p a rt n e r ) .
( Fi n a lly t h e ph on es a re qu iet for a t i m e an d p ro s p ect

is v e ry bu s y with p a p e r s on his d e s k his b a ck t u rn e d ,
t ow a r d b oth a gen t a n d p a rt n e r P a rt n e r is l oo ki n g u p .
rec o r d s in a l a r ge b oo k but is n ot s o r u s h e d ov e r it a s
,
is pro s p e c t P a rt n e r loo k s up at a gen t a n d s miles )

. .
“
Age n t (t o p a rt n e r s o th at p ros p e ct h e a r s ) : Bill do
, ,
y u kn ow I a m b e gi n n i n g t o h a ve s ome s e r i o u s d o ubt s
o ,
”
a b o u t A l s ch a r a ct e r
’
.
( P r os p e ct s t o p s fi n ge r i n g his p a p e r s P a rtne r s mil .

,
“ ”
in gly i n q u i s itive l oo k s at a ge n t , Why ? he as k s ) . .
“
Agen t : We ll t o b e p e r fe ctly fr a n k I c a me o ve r
, ,
”
he re t hi s m o rn i n g t o fin d o u t if he s a d a r n e d li a r ’
( h e re t he a ge n t p a u s es a n d n ot es t he e ffe ct o f his wo r d s
up on p ros p e ct who s t r a ight e n s u p a n d s wi n gs a roun d
,
in h is ch a i r wi th fi re in his e y e a n d in a pp a r en t re a di
,
n e s s t o c o m e b a ck a t t he a ge n t h a r d B e fo re he c an .
o p e n up h owe v e r t he a g e n t c on ti n u e s s t e a dily — o r
“
, ,
”
j u st a p rocr a st i n at o r ( T u rn i n g t o p.r o s p e ct ) Y o u .
kn ow it d on t y ou ? Y o u kn ow l t o ld y ou lon g a go
,
’
th at y ou o ught t o h a ve th i s i n s u r an c e an d th at y o u a re
fa lling d own on t he job wh e n y o u put it off Y o u re a l .
’
iz e it y o u h a ve s a id y o u do an d y et y o u h a v e n t t a ke n
, ,
L ES SON IX . INSTINCTIV E B E HAVIO R
The p rec e d i ng les s on mph as i ze d t he d i ffe rence be

e
tween n a tiv e a n d a cquire d b eh a vi o r a n d it p oin t ed ,
o u t th at we h a v e by n atu r e re fl e xes e m oti on s an d in , ,
s t in c t s The fi r s t t wo h ave b een d e s c r ib e d an d th e ir

.
gen e r a l re l ati on s hip t o s e ll i n g p oi nt e d out .
We are n ow r e a dy t o c on s i d e r i n st i nct i ve b e h av io r ,
which we S h a ll s ee is t he re a l b as i s of most of m an s ’
i nt e res t s .
I N S T I N CT —A M OD E OF NA T I V E B E HA V I OR
In s t i n ctive u n it s of b eh av i o r a re s i m i l a r t o re fl ex
unit s exc e pt th at t he s itu at i on s an d r e s p on ses a re more
,
c om lex a n d th a t t he a ct i v i ty is in ter es tin

p g T h e fol .
l owi n g a re e x ampl e s :
S it u ation s R es p on s es
M an s ee s a tt r a ct i ve gi rl . W atch es her, much i nt e r

es t e d, et c .
Str an ge r i nt e rfe re s with Grow gry m a k e threat

an ,
wh at we a re d oi ng . en in g m o ve m en t s p os s i ,
bly att a ck him .
See p retty b a by . Sm i le w ant t o p et it pl ay

, ,
w i th i t et c ,
.
“
H an d s un occup i ed , see o b Re ach for it fiddle wit h ,
jec t . it .
S ELLING LI FE INSU RANCE IO I
S it u ation s R es p on s es
See foo d wh en hungry . W ant it t a k e it a n d e at i t

, ,
(e xce pt fo r t he p re s enc e
o f s t r on g h a b i t s d r ill e d
i n t o u s of le a vi n g oth e r
p eople s thi n g s a l on e )
’
.
In st i nct i ve res p on ses a re n ot l e a rn e d The y d e v e l o p .
n atur a lly . We d on t n ee d t o t e a ch b abi e s t o cry for

’
foo d o r t o s c r a p a n d y e ll wh e n i n t e r fe r e d w i th o r
, ,
yo u n g men t o n otic e g ir l s o r wome n t o like b a b ie s

, .
A n d in a ll the s e c a s e s we a re m o st p r ofo u n dly i n t e re s t e d

in t he o bj e ct th at a r ou s e s u s a n d in o u r r e s p on s e t o i t .
Th e B a s i s of I n t e r e s t Situ ati on s a r o u s i n g in s t in c
.
t i v e r e s p on ses a re a lw a y s i n t e res t i n g b a r r i n g u n u s u a l
,
a cc o mp a n yi n g c ir cum s t a n c e s Con s id e r t he fight in g

.
i n st i n ct All men en j oy fight i n g A fight b etween

. .
b oys b e twee n d og s or b etwee n ro os t e rs w i ll att r a ct a

, , ,
crowd An d t he crowd is th r ille d It is e s tim at e d th a t

. .
wa s s p ent by t he me n who att en d e d t he

Will a r d De mp s e y fight at To le d o The y we re w i ll i n g
- .
t o p ay a h i gh a dmi s s i on fee t o s it in t he b r o il i n g s u n
a n d w atch t wo men pumm e l e a ch oth e r How m an y .
o th e r s i tu a t i on s th a t y o u c o uld n a m e w o uld a cc ompl i s h
s uch a r es p on se .
Elimi n at e t he s ex i n st i n ct from t he wo r ld Wh at .
wo uld y o u h a v e l e ft ? How m an y who r e a d th i s b oo k

do s o l a r gely b e c a u s e th e y w a n t t o e a r n m on e y t o m a r ry
t h e wo m an th e y l ov e o r t o s upp o rt in b e tt e r fa s hi on t he
w i fe th e y l ove ? B e c a u s e a m a n l ov e s a wo m an he d oe s
h u n d re d s of th in g s he wo uld n ot do oth e rwi se He is .
n ot a lw ay s c on s ci o u s o f t he r e a l m otiv e b ut it a ct i v a t e s
,
his c on d uct j u st t he s a m e Why is i t th at a c ollege an
.
n o u n c e me n t o f it s c o u r s e s o f S tudy fr e qu en tly picture s
a y o u n g man an d w o m a n in a c an oe ? Wh at w a r r ant
is th e re fo r m i xi n g i n t e lle ctu a l pu r s u it s wi th s uch p i c
tu re s ? M e re ly b ec a u s e m an y a you n g p e r s on on see i n g
t he p i ctu re imm e di at e ly b e gi n s t o d i s c ov e r a ll s o rt s o f
re a s on s fo r att en di n g thi s p a rt icul a r c olle ge in pre fe r

en c e t o oth e r s A n d th ey do s o with o ut an y a p p rec ia
.
ti on of t he re a l c a u s e o f the i r i nt e re st .
I n s ti n ct i ve ly we l ove ou r children an d we en j oy ,
w a tch i n g othe r p e ople s child re n p a rticul a rly wh en

’
th e y a re s m a ll We e n j oy d o i n g things for th e m We
. .
oft en s a c r ific e o u r o wn pl e a s u r e fo r th e ir we l fa r e An d .
a lth o ugh we mi s s wh at we h a ve g i ve n up y et we o bt a in ,
s till g re a t e r pl e as u r e fro m ou r s e r v i c e t o th e m Di d .
y o u e v e r s ee a p a r e n t wh o d i d n ot s m i l e wh e n y o u re
fe rre d t o his child re n a n d who like d y o u les s fo r t he

co mmen t ? No n e ve r , .
How much li fe i n s u r an ce wo uld th e re b e i n e x i st en c e

if t he s e x a n d p a re n t a l i n s ti n ct s we re c o mpl et e ly e limi
mat e d s o th at a m an s wi fe an d child re n a pp e a le d t o
’
him n o m ore th an s o m an y a cqu a i n t an ces or e ven ,
fr i e n d s ?
TH E F I G HT I NG I N S T I N CT
A typ i c a l i n st i n ct is th at of fight i n g Penrod s ex .
’
e r ie n c es h a v e i llu s tr a t e d c e rt a i n ph a se s of th i s i ns t in c t
p
in a v e ry c on c ret e way .
Acc ordi n g t o Th orn d i ke we wi ll fight

1
,
'
( )
1 Wh en w e a r e in t e rfe r e d with by b e ing h e
, ld
1
E L T
. . h orn di k
e, Educ ation al P s y c hology , 19 1 3 , v ol . i, pp . 68- 7 5 .
thro ugh e xp e r i en ce Am ong a dult s acc ord i ngly we
.
, ,
do n ot fi n d i n s tinct i v e a ct i on s i m i l a r t o t h at found
a m on g ch i ldren . Ce rt a i n p h as e s of t he n at i ve b e
h a vi or h av e b e co me n otic e a bly modifi e d B ut u n d e r .
lyi n g a ll th es e ch an ges th e re s t i ll e xi s t s t he p rI mi t i v e
t e n de n cy t o do c e rt ai n th i n gs wh e n c e rt a i n s i tu ati ons
a re e nc o u n t e re d . Let u s s ee how t he fight i n g i n st i n ct
ma y b e m od i fi e d We s ee it in it s pure fo rm in t he s m a ll
.
b oy . He l ov e s t o fight A goo d s h a re of his t i me is

.
s p en t in bully i n g his s i s t e r s a n d g i rl fr i e n d s in wres ,
tl i n g a n d pl a y fight i n g ; an d wh en occ a s i on a ri s es in
, ,
t he ge n u i n e a rt icl e .Exce pt whe n his b e h av i o r i nt e r

fe r e s with t he r i ght s an d h a ppi n e s s of oth e rs he s h ould
b e a llowe d t o d e v e lo p as a little s av a ge For a ll men
.
are lik e ly t o m eet s i tu at i on s in li fe wh e n th ey n ee d t o
fight a n d u n les s th e y h a ve h a d e xp e ri en c e the y wi ll

,
b e m o re o r le s s h e lple s s or a c t t he p a rt o f a c ow a rd .
The fir s t s t e p in d eve lo p i n g a law a bidi n g p e a ce ful

-
, ,
m a le c itizen is t o a llow him t o kn ow t he s wee t joy o f

l i ck i ng a n oth e r b oy an d wh at is e qu a lly i mp o rt an t t o
, , ,
e xp e ri en c e d e fe at
. W i th out t h i s a we ll rou n de d -
ch a r a ct e r c an h a rdly e me rge .
The s e c on d s t e p is t o t e ach h i m th at men do n ot

fight ove r t ri v i a l thi n g s ; th at th e r e is n o h on or or glo ry
in licki n g a s m a lle r b oy o r an y g i rl ; th at fighti n g
,
s h ould b e re s e r v e d fo r s e l f d e fe n s e an d in b e h a l f o f
-
oth e r s who n ee d p r ot e cti on H e re we i nh ib it c e rt a i n

.
o f h is i n s t i n ctive t en d en ci e s an d e nc o ur a ge oth e r s .
The s t o r i es o f g re at h e r oes a n d t he live s o f men an d

o ld e r b o y s a b o u t him c o upl e d up w i th t he a dm on i t i on s
o f h is wo m en fo lk s a r e s u ffic i ent i n o rd i n a ry e nv ir on
S ELLING LI FE INSU RANCE 15 5
ment s t o acco mpl i s h th i s s l i ght ch an ge i n his n at i ve

be h av ior .
Next c ome s t he e mph as i s up on fighti n g for pr in

c ip le s n ot p e rs on a l i t i e s
,
B as e b a ll in t he b a c k lot is
.
re s p on s i ble fo r much of Ame ric a s i n t e res t in fa i r ’
pl a y a n d pr i n c i ples of j u st i ce an d r ight eo u s n es s At .
t he b e gi n n i n g s m a ll b o y s pl a y b a ll 1 0 p e r c e n t o f t he
time an d fight 90 p e r c en t As th ey g row o ld e r t he

.
fight i n g g r a du a lly d ec re as e s an d t he pl a yi n g i n c re as es .
Du r ing thi s p e r i o d e ach g r oup of b oy s wor k s o u t r ules

wh ich go v e rn t he a ct i on o f a ll Th en a n d n ot u n t i l
.
,
the n th ey d es ire a n ump ire t o a dmi n i s t e r th e m

, .
F r om s upp ort of a n ump ire in b a s e b a ll th e y p ro ,
c ee d o r c an b e le d t o proc e e d
, mos t e a s ily t o an a p
,
p reci at i on of an d re s p ect fo r ou r c o urt s i nt e r s t a t e ,
c o mme rc e c ommi ss i on s t re at i e s a n d a l e a gu e o f n a
, ,
ti on s The An glo S a x on s a re t he g re at g a me pl a yin g

.
- -
n ati o n s a n d th e r e is n o d o ubt th a t th ro ugh th e s e e x

,
p e r ie n c e s i n b o yh oo d a n d y o u n g m an h oo d th e y h a v e
l e a rn e d t o re di re ct th e ir fighti n g t e n d e n cie s i n t o n ew
ch a nn e l s of g re at s e r vic e t o th e i r n ati on s an d t he
wo r ld Con t r a st b e h a vi o r with re s p e ct t o e le cti on s
.
in t he Unit e d St a t e s with th a t in M e xic o t o d ay

The tru e man o f t o —
- .
d ay is n ot loo ki n g fo r an o p p o r
t u n it y t o fight with h is fi s t s His i n sti n ct i v e b e h a vio r
.
h a s b ee n ch an ge d t oo much for th at But he d e a r ly

.
l o v es t o en g a ge w i th oth e r s in a fight fo r s ome p r i n

c ip le. P r ohibiti on vigil a n c e wo r k in a d v e rt i s i n g
, ,
p u r e food mo ve me n t s p olitic a l c a mp a ign s r a i s i n g t he

-
, ,
—
q u ot a for on e s city in a Lib e rty L o a n a ll th e s e an d
’
m a n y mo re a pp e a l t re me n d o u s ly Me n l ov e t o o ve r .
o fl i i s —
c me di c u lt e t he g re at e r t he b ett e r An d wh en , .
h e lp is n ee de d t he di ffi cultie s s h o uld b e pl aye d up n ot ,
t he c e rt a i n ty o f vict o ry if e n thu s i a s m is t o b e a r o u s e d
, .
On ly vict o ry won a ft e r a s t r u ggle is wo rth while a n d it

b r i n g s a r ew a r d in m an s i n st i n ctive li fe s u ffi ci e nt fo r
’
t h e e ffo rt e xp e n d e d .
Rivalr y Cl os ely rel at e d t o fighti n g is riv a lry We

. .
t en d t o do wh at oth e rs are i n s tinctive ly d oi n g an d t o

do it w i th g re at e r vigo r Fo r e x a mple if A ge t s o u r
.
,
a tt e n ti on B will att e mpt t o get u s t o p ay a tt e nti on t o

,
him a n d in c on s e qu en c e a c t m o re e xc i t e dly th an A
,
.
Oth e r e x a mples of riv a l ry a re s uch as th e se : A st a rt s

t o r u n a ft e r a dog o r pig o r off a fe r ry b o at o r t ow a r d
, ,
t he s t at i on B fo llows s uit an d att e mpt s t o outdi s t an c e

.
A in t he p e rfo r m an c e A crowd o f b oy s or y o u n g me n
.
s t a rti n g o u t fo r a w a lk illu s t r at e t h e i n s ti n ct cl e a r ly .
E ac h on e e n d e a v o rs t o kee p s light ly in t he le a d with t he ,

“ ”
re s u lt th at s uch a w a lk u s u a lly is t r an s fo r me d i nt o
a n i n t e n s e s t r uggl e for s up re m a cy A s with a ll in .
s t in c t s
,
t he s ucc e s s ful Wo r ki n g o u t o f t he i n st i n ct iv e
b e h av i o r b r i n g s kee n pl e a s ure .
Riv a l ry p a rt a k es o f much of wh a t h as b ee n d es crib e d

’
u n d e r t he h e a di n g o f fighti n g A s we o rdin a r ily thi n k

.
o f it ri v a l r y h a s a c e n t r a l c ore of in s ti n ct ive t en d en ci e s
,
s u rr o u n d e d by m an y m o di fyi n g h a b it s d ue t o s oci a l
p re s s u re Wh en s o d e ve l o p e d it b ec o mes on e of t he
.
b e s t fe atu re s o f m od e rn li fe l e a di n g a man c on st antly

,
t o s t r uggle t o b e a t his c o mp etit o r s but a lw a y s fo llow ,
in g t he r ule s o f t he g a me Up on i t a re built m os t of t he
.
s ch e m es wh e r e by s a l e s m an a g e r s k ee p a s a l e s fo rc e
n e r v e d up t o d o th e i r b e s t wo r k An d t he p ri z es offe r e d
.
t o t he b e s t s a l e s m a n occ a s i on t he e xp e n ditu re o f g r e at e r
e n e r gy th a n d o ubl e t he v a lu e o f t he p r iz e s qui et ly a dd e d
st ud i e d an d pres e nt e d t o all c on ce rn e d i n a t a ct ful
m anne r b e fo re t he m eas u re co uld b e p romulg at e d a s an
o rde r . Ot he rwi s e t he i n cre a se d j e a lou s i es m o re th an
o utwe i gh e d t he a dv an t a ges t o b e g a i n e d by t he c h a n g e .
THE A P P A E L TO I N S T I N CT I V E AC TI ON IN S E LLI NG
S elli n g i n volv es fund a men t a lly t wo proble ms : fi r st ,
how t o S t i r t he pros p ect up s o he will ac t ; an d se c on d ,
how t o d i rect t he a ct i on i n t o t he ri ght ch an n e l Th e re .
a re o f c o u r s e m an y o th e r th in g s t o b e d o n e in s e lli n g
, , ,
s uch a s gett i n g t he p r o s p e ct t o b e willing t o b e i n t e r
viewe d B ut a ft e r a ll thes e t wo a re t he b as i c p rob

.
, ,
l e ms of s e lli n g .
M os t b oo k s on s ell i ng p r a ct i c ally i g no re t he proble m

o f s ti rr i n g up t he p ro s p e ct o r if th e y do c on s i d e r it
,
they v iew i t s o l e ly a s a p robl e m c on n ect e d with clos i n g

t he s a l e The re as on for s o m any fa ilures in clos in g is
.
th at t he pros p e ct ha s n ot b een s t i r re d up s o th at he
w an t s t o do s omethin g Th es e b oo k s d i re ct n e a rly a ll
.
the i r a tt e n t i on t ow a r d d i re ct i n g a cti on i n t o t he right

ch an n e l t o b uy i n g But unles s t he p ro s p e ct is
.
c on v e rt e d fro m an immob i l e m ech an i s m t o on e th at

is a live w ith d e s ir e an d a ctivity th e re is n o p os s i b i li ty
,
o f d eci s i on an d a s a ti s fa ct o ry cl o s e .
How th e n s h a ll we a ro u se a ctivity ? By pre sen t i ng

t o o u r p r o s p ect s itu at i on s th at w i ll a r ou s e i n s t inct i ve
a ct i on an d e moti on .
H a rri n gt on h a d a d i ffi cult c a s e t o h an dl e i n s elling

in s u r ance t o Alde rs on ( See Le s s on I I ) He k new Al
. .
de rs on was d e e ply i nt e re s t e d in tru s t c omp an ies .
Con se q uently he util i ze d thi s l i n k in i nt e res tin g Ald er

S ELLING LI FE INSURANCE 1 09
s on . B ut b e fo re he att e mpt e d t o clo s e he m a d e goo d

u s e of Ald e rs on s l o v e fo r his child r en
’
— p a rt i cul a rly in
t e r ms of t he b oy s p i cture on t he d es k He m a d e
’
.
Ald e rs on c omp a re i n his m i n d t he day d re a m s he ha d

fo r his child r en s we l fa re with wh at might h a p p en
’
.
An d Ald e r s on c o uld n ot h elp b e c o m i n g e xc i t e d as he

c ont e mpl at e d mi s fo rtu n e a n d u n h a ppi n e s s c o mi n g t o
th o s e he l ove d O n e of t he b i gge s t r e a s on s fo r his
.
s l a vi n g at h is wo r k wa s t o p r e v e n t j u s t th a t To t a k e .
o u t furt h e r i ns u r an c e b e c a m e on ly o n e m o r e th i n g he
c ould do in a ddit i on t o a ll t he s a c ri fic es he ha d a lre a dy

m a de .
All in s ur a nc e s a les m en k n ow how t o a pp e a l t o a m an s

’
love fo r his w i fe an d ch ild re n (s ex a n d p a re nt a l in

s t in c t s ) B ut few s a l es men c on s ci o u s ly att e mpt t o
.
u se t he fight i n g i n s t i n ct Not e how H a rri n gt on ac c o m

.
p lis he d thi s A ft e r o utli n i n g his p ro p os it i on he a dd e d

.
,
Th i s w i ll en a ble y o u t o c omp lete y ou r p la n s as t o t he

”
futu r e o f y o ur wi fe y o u r d a ught e r an d y o ur b oy
, ,
( p a ge 3 6 lin e , A few l i n es fa rth e r on he com es

“
b a ck t o th i s th e me a n d s ay s : Th at is y ou r c omp letion
p la n . It a dd s t o y o u r li fe pr o g r a m t h e on e th i n g
l ack i n g a de fin it en e s s an d an a b s o lut e c e rt a i n ty a
, ,
”
mi n i mum prot e ct i on a g a i n s umm a riz i n g how i t p ro
,
v i d es fo r all his fa m i ly F a rth e r on H a r r i n gt o n a dd s :

.
,
“
Y o u c a n s ee c an t y ou th at wh at I w ant t o s e ll y ou
’
, ,
i s n t s o much l i fe i n s u r an c e a s i t is a s u r ety b on d fo r
’
t he a b s o lut e c o mpl eti on o f y o u r li fe pl a n s fo r y o ur
wi fe y o ur d a ught e r a n d y o u r b oy w i t ho ut a n y p o s
, ,
s ib ilit y o f fa i lure I s n t tha t a b ig thin g for a ny ma n to

’
.
a cco mp lis h?
H e re a re i n c i t e men t s r u s i n g Ald e rs on
a o to fi gh t
for b i g thi n g s o th at his l ove d on es m ay n e ve r b e in
a
w an t wh ethe r he l i v e s o r n ot Thi s is t he a pp e a l s a l e s
, .
me n mu s t put ov e r if th e y wo uld u se t he g re at s t ren gth

o f t he fight i n g i n s ti n ct in m o tiv a ti n g th e i r i n s u r an c e
pro p os iti on .
S U MMA RY
In o rde ru n d e r s t an d hum an b e h a vi o r we mu s t
to
c o mp re he n d th at c e rt a i n s itu ati on s i n s ti n ct ive ly m a k e

u s a c t in c e rt a i n w a y s ( o r t o w a n t t o if we d o n t a c t )
’
,
a n d th a t wh e n we do n ot so a c t we e xp e r i e n c e a b ottl e d
u p fee li n g which s oo n e r o r l at e r will b e r e l e a s e d G ri ef .
at t he d e ath o f a wi fe m ay r e s ult in s u icid e o r in t e
d o u ble d eff o rt s in on e s b u s i n e s s Bu t t he p en t u p
’
.
-
a ct ivity which o r di n ar ily w o uld h a v e b ee n d e v o t e d
in a tt e n ti on s t o t he wi fe mu st d r a i n off in s ome ch a n n e l .
Much of t he u n res t of mod e rn li fe is du e t o t he n on

fu n ct i on i n g o f ou r i n s ti n ct s which a re c on s t an tly s tim
,
u lat e d b ut are n ot a ll owe d t o fun cti on Wa n derlu s t

, .
ce a se s wh en we b e c o me en g a ge d If i t a pp e a r s a g a in .
i t is i n dic at i ve o f t he fact th at t he wi fe is n o lon ge r

l ove d t o an y e xt en t I n a bility t o l ove a wo m an t o c a re
.
,
fo r child ren t o fight in s o me fo r m ( getti n g me mb e r s fo r

,
a club o r b e ati n g a c o mp etit o r

, t o b e l oo k e d up
,
t o by a gro up a s a l e a d e r in s o me a ct ivity e t c kee p s , .

,
u s u n e a s y a n d u n h a ppy .
An i n sti n c tive a c t is a fa ir ly s p ecific m od e of b e h av i or

in which we fin d
( 1 ) Cer ta in s itu at ion s in life ten d to ma ke a n indivi d
u a l r esp on d win
a y a c er ta in .
( 2 ) The in dividu a l is a lwa y s emotion a lly in teres ted in

t he s itu a tion aflect in g him a n d des ir ou s of r es p on din g .
L ESSON X MAN S INSTINCTIVE B EHAVIOR
.
’
TOWARD HUMAN B EINGS
P s ych ol ogi st s a re n ot a gree d a s t o t he d et a il s c on

c e rn i n g m an s i n s ti n ct ive b e h a v i or A v a s t a mo u n t o f
’
.
p ati e n t o b s e rv ati on an d a n a ly s i s mu s t b e c a rr i e d on
b e fo re m a n y c on t ro ve rs ies will b e cl o se d Ce rt a i n in
1
.
s t in c t s c an b e li s t e d h owe v e r a s pl a yi n g an imp o rt a n t
, ,
ro le in o u r n at i ve m a ke-u p an d c an b e con s ide re d in

the i r re l ati on t o t he se llin g o f i n s u r an c e .
Be for e p r oc ee di n g t o a di s cu ss i o n of t he v a ri ou s in
s t in c t s r ec all a g a i n wh at ha s b een s t at e d a b out th em
, .
P a rt icul a r ly n ot e th at an i n sti n ct in v olve s a s itu atio n

t o which is c o nn e ct e d c e rt a i n s p e cific re s p on s e s Wh at .
p a rticul a rly con c e rn s t he s a les m an is wh at th e se s itu a

ti o n s an d th e ir res p on ses a re s o th a t he will b e a ble at ,
will t o cre at e t he n e c es s a ry s itu ati on s which w i ll a ro u s e

t he d e s i r e d m o d es o f b e h a vi o r .
OUTL I N E OF LE S S ON S X TO ! IV D E A L IN G W ITH , MA N ’
S
I N S T I N C T I V E B E HA V I OR
M an s i ns t i n ct i ve e quipmen t may b e d i v i d ed i n t o
’
t wo gro up s — his i n st i n ctiv e b e h av io r t ow a rd hum an

1
In th i p
s bj t f i ti i b h i th i
res en t a ti on o f t he s u ec o ns n c t ve e av or ere s no
i mp d i i g i h b w h i d ibl mi im m f b h i
se r o u s a t t e t to st n et een t o e av o r
b h i wh i h i q i d b y
u s e rre uc e n u
i l di yi i
nvo ve n an d h n s t nc t a n t ly ll
at e av or c s ac u re ne ar a
i d i id l
n v h gh d i y t t wi h h i di id l Th i di i
ua s t rou or n ar c on ac t ot er n v ua s . s st nc
ti i f g imp
on s o h p y h l gi t b
re a t f l i tl
ort an c e t o tig ifie s c o o s , ut o t e or no s n c an c e
S ELLING LI F E INSU RANCE 1 13
b e i ngs an d th at t ow a rd obj e ct s an d an i m a ls The fi rs t .
g ro up is c on s i d e re d in thi s a n d t he foll ow i ng l es s on s ;
t he sec ond gro up is c on s id e re d in L e s s on XIV Int e r .
v en in g b etwe e n t he t wo a re L e s so n s XI I an d XI I I ,
wh i ch d i s cu s s how t o util i z e i n st i n ct i ve in t e res t s in se ll

ing in s ur anc e .
Up on meet in g an i nd i v i du a l th e re is fi rs t of a ll an in
st in c t iv e t e nd en cy t o m a ke him n o t i c e u s ( B
‘
1 e . .
h a v i or t ow a rd hum an b e i n g s in gen e r a l ) Th e re s ee ms .
t o b e an i n s ti n ct i v e t e n d e n cy t o a pp ro v e o r b e s c o rn ful
o f his b e h a vi o r ( 2 App ro vi n g an d s c o rn ful b e h a v i o r )

Followi n g t he i n i ti a l s ize —
. . .
“ ”
up of t he i n d i v i du a l we ,
a pp a rently as s um e o n e o f t he fo ll ow i n g att i tud es t ow a rd
him
To ac t as lea d e r ( 3 .
—
Le a d e rs hip m a s t e ri n g in
s t n ct i )
le a d e r—s u b mis
.
To ac t as followe r (4 . Follow i n g a
i —l oy a lty )
s on
To a c t a s a riv a l ( 5 R i v a lry—j e a lou s y—fight in g) . .
To b e a fr a i d an d retre at ( 6 Flight .
,
To j o i n w i th him an d oth e rs ( 7 G re g a ri o u s n es s .
fr i e n d s h ip )
—
.
To a s s um e t he m ati g re l at i ons o n hi p nly t ow a rd

c e rt a i n i n d i v i du a l s of t he opp os it e s ex ( 8 Se x
.
i n s tinct ) .
In a dditi on t o t he a b ove th e re is c e rt a i n b e h av i or a s ,
s um e d by p a r e n t s t ow a rd th e ir o ff s pri n g (9 P a rent a l .
to th l m
e s a esTh l tt i an d ly i k wi g wh t typ of
. e a er s c on c ern e on n no n a es
bh i h my
e av or t i d l i g wit h t h
e a c oun g h m on big d n ea n e a ve ra e u an e n , an
wh t typ f b h i es o p li ly t t i i d i id l Th t w
av or are
qi d bh i
a e ec u a r on o c er a n n v ua s . ese o
t yp di ti g i h d i th i t xt ” “ ”
es a re s n ti
u s d e n s e as na ve an ac u re e a v o r,
res p t i ly
ec ve .
In s t i n ct ) The re is p os s ibly a l s o an i n sti n ct ive t en d

.
e n cy t o c o o p e r a t e with oth e r s o v e r a n d a b o v e wh at is
-
,
i n cl u d e d in t h e g re g a r i o u s i n s ti n c t ( 1 0 S oci a l i n sti n ct ) . .
The a b ov e t en i n s ti n ct s o r gro up s of i n s ti n ct s m ay
n ot i n cl u d e a ll m an s i n s ti n ctiv e e quipm e n t but th e y
’
wi ll fu rn i s h s u ffi c i e n t b as i s for t he k n owle dge which a

s a le s m a n s h o uld h a v e c on ce rn i n g hum a n b e h a vi o r .
E a ch is di s c u s s e d in tu rn e xc e pt th at o f r iv a l ry— je a l,
o u sy fight in g which h a s a l r e a dy b een c on s id e re d in

m
,
t he p r e c e di n g l e s s on .
I . B E HA V I O R T O WA RD H MAU N B E I NG S IN GENE R A L
H um an b e i n g s like obj e ct s a re n otice d by u s But
, , .
i n s t e a d o f a pp r o a chi n g h an dli n g an d m an ipul ati n g

, ,
hum an b e i n g s a s we do s m a ll i n offen s i v e o bj ect s we a c t

, ,
in s uch a way a s t o att r a ct th e ir att e n ti on t o u s Thi s .
is ve r y cl e a r in t he b e h a vi o r o f b a bi e s an d s m a ll chil
d ren who c an h a rdly b e i n duc e d t o pl a y aw a y fro m t he
mot h e r Old e r child r en will i n v a r i a bly s e l e ct t he
.
“ ”
h o me i n hid e a n d s ee k at a p o i n t p ro mi n en tly
n e a r a dult s in p re fe re n c e t o b ett e r l oc a ti o n s o u t o f s ight .
In gen e r a l on e exp e r i e n ces r es tle s s an n oy an c e u n til

,
n otic e d by an oth e r p e r s on Th orn dike c a ll s att en ti on 1

.
“
t o t he fa ct th at a ma n e n t e r i n g a r o o m W h e re a n oth e r
s t an d s a b s o rb e d will O ft en in s pit e o f t he c on v e nti on s ,
o f c it ifie d h a b it s fee l a m eas u r a bl e i rr it a ti on w a lk p a s t

, ,
him r i n g fo r a w a i t e r o r t he like th ou gh he wo uld n ot

, , ,
h a ve fe lt a n d d on e s o h ad t he room b een e mpty Chil .
dren s ee m t o a c t in t hi s way i rre s p ect ive b oth of an y

a cq ui r e d i n t e nti o n t o win a pp ro v a l a n d o f t he m o re
1
E L Th. d i k Ed ti l P y h l gy 19 3 l i p 8 8
. orn e, uca on a s c o o , 1 , vo .
, . .
Now how do we , re act wh en a pprov al or c rn is
s o
e xp ress e d t ow a r d u s ?
I ntim at e a pprov a l a s by s m i les p at s a dm i s s i on
, , ,
”
t o c o mp a n i on s h i p a n d t he l i ke fro m on e we c on s i d er
,
“
o u r s up e r i o r giv e s u s g r e at s at i s fa ct i on Humb le .
”
a pp ro v a l a s by a dmiri n g gl a n c es fr o m an y one
,
gi ves ,
u s a l s o g re a t s a t i s fa ct i on .
“
On t he oth e r h a n d t he wi thdr awing of a pprov ing
,
”
i nt e rcou r s e by s up e rio rs or t he s h ow i ng of dis ap
p ro v a l by an yon e a s by l oo k s of s c o rn a n d d e ri s i on
, ,
p rov o k e s a d i s c o m fort th at may st ren gt h e n t o utt e r

w retche d n e s s .
Ce rt a i n ly we all do love a pprov a l ! B ut approv al

fr o m th o s e we con s i d e r b e l ow u s mu st b e of a humble
s o rt . A p at on t he b a ck fro m a c o lore d s h oe b l ack will
n e v e r b e a cc e pt e d How we s h ould enj oy it h oweve r
.
, ,
“
c omi n g from o u r b os s ! The el a b or a t e p a r a ph e rn a l i a
a n d r it e s o f fa s h i on in cloth e s e x i s t chi e fly by v i rtu e of
th e i r v a lue as me ans of s ecuri n g diffu se n otice an d

a pp r o v a l The p rim i t i v e s ex di s pl ay is n ow a m i no r
.
c a u se ; wome n obv io u s ly d res s for oth e r women s ’
e ye s . Mu c h t he s a me thi n g is t rue of s ub se rvi en ce

'
t o fa s hi on s i n furn iture foo d m ann e r s m o r a ls a n d

, , , ,
”
r e l i g i on .
An d how we di s l i ke s i gn s of di s a pprov al ! The

i n s tituti on of tippi n g which b e g an p e rh a p s in kin dli
,
n e s s a n d was fo s t e r e d by e c on o mic s e l f i n t e re s t is n ow -
,
we ll n igh imp re gn a b le b e c a u s e n o man is b r a v e en o ugh

-
t o with s t an d t he s c o rn o f a li n e of l a cke y s wh o m he
h e a rtily d e s p i s es or of a few on l oo ke rs wh om he wi ll
,
” 1
n e v e r s ee a g a i n .
1
E L Th
. d ik p it p 90
. orn e, o . c .
, . .
SELLIN G LI FE INSU RANCE 1 17
3 . LE A D E R S HI P , TERY S E C UR I NG F A V ORA B LE
MA S ,
A TT E NT I O N
Clo s e ly c onn e ct e d with t he i n s ti n ct i v e res p on se of

fe e li n g s ati s fa cti on wh e n a pp r ov a l is s h own u s is t he
i n sti n ctive b e h a v i or o f att e mpti n g t o s ecu re m o re of
s uch a pp r o v a l Up on meeti n g an i n dividu a l who n o
.
tice s u s b ut with n o s ign s of a pp rov i n g o r s ub m i s s i v e

,
b e h a v i o r we t e n d t o s t r a ight e n up s t a re at h i m o r ig
, ,
n o re him do wh at e v e r we a re d o i n g s o mewh at m or e
,
r a pidly a n d en e r getic a lly a n d S h ow off ge n e r a lly If

,
.
t he i n div i du a l l oo k s o n with o ut i n t e r fe r e n c e o r s c o r n ,
we e xp e r i en ce s ati s fa ct i on fro m o u r b e h avi o r In .
s o m e c a ses we go fa rth e r by a pp r o a chi n g h im i n c re a s i n g ,
t he e re ct n e s s o f t he h e a d l oo k i n g him in t he e y e a n d
, ,
p e r h a p s nudg i n g or s h o v i n g h i m .
If t he i n dividu a l d oe s n ot S h ow s ubm i s s i v en es s ,
ri v a l ry an d fight i ng re s p on s es may follow ( See Le s .
s on IX ) .
If t he i n d i v i du a l d oes s h ow s ubm i s s i ven e s s we may ,
sw a gge r a n d S trut a b o ut in t ri umph o r we may a s s um e
t he n o r m a l r e l ati on o f l e a d e r a n d fo ll ow e r .
Un d e r c i vil i ze d c on diti on s o f t o d ay th ese in st in c

-
tive res p on s e s a re u s u a lly mo re o r le s s c ov e re d up But .
O b s e rv a ti o n o f an y p e r s on fo r a littl e whil e w i ll s oon
s h ow e vid e n c e s o f a ll th a t is r e c o r d e d h e re a lth o ugh i t

,
will S h ow it s e l f p r im a r ily in m o u n ti n g ir ri t at i on a n d
e vid e n c es of di s lik e fo r S O a n d s o - -
.
a. D is p l ay is p r o b a bly a p a rt o f t he m as t e r i n g b e
h a v i o r wh ich occu r s wh e n t he oth e r i n divid u a l is
fr i e n dly t ow a rd u s but c a n n ot b e m a d e s ub mi s s ive t o
,
us. Amon g a dult me n di s pl a y is typic a l of th o s e with

1 18 TH E PSYCHOL OGY OF
l ittle ma s cul i n ity an d wi th little phy s i c a l v i gor an d
,
fo r ce o f ch a r a ct e r
. It is n ot fo un d ve ry o ft e n a mon g
men o r wo me n who h ave re a l a b i lity It is es se nt i a lly
.
a m e an s u s e d t o o bt a i n s uch m a s t e r y by th o se who do
n ot n at u r a lly c o mm a n d l e a d e r s hip . B e c a u s e t he de
c e p t io n is s e e n th r o ugh s o fr e q u en tly we fin d mi n gl e d
,
with t he i n sti n ct ive a tt i tud e o f s ubm i s s i on t o di s pl ay

t he o pp o s it e fee li n g o f s up e ri o ri ty whic h c o mbi n e d
,
gi v e s u s c on t e mpt Li s t en t o t he c ommen t s of s ho p
.
gi r l s a b out an o ve rd re s s e d cu s t o me r or t he re m a r k s of
l a b o r i n g me n c on c e rn i n g the ir b os s who a pp e a rs on t he
job i n kid glov e s .
In th o se p r o fe s s i on s wh e re s up e r i o ri ty is a cc o r d e d a
m an on t he b a s i s of wh a t he kn ow s a n d pro duc e s as in ,
s ci en c e lit e r a tu r e i n v e n t i on e n gi n ee ri n g a n d t he lik e
, , , , ,
we find few e x a mple s of di s pl ay . B ut c e rt a i n p rofe s

s i on s
, which i n v o lve t he phy s i c a l o r men t a l le a de rs h i p
o f men a s p o litic s t he a rmy m a n a ge ri a l p o s i ti on s o v e r
, , ,
l a b or n ec es s it at e le a d e r s who i n s ti n ctive ly c omm an d

,
s ubmi s s i on . H e re di s pl ay a pp e a r s o ft en t o e xce s s
, .
Con tr a s t t he uni form s of a n a v a l office r a n d an en li s t e d

ma n .
S e ll i n g b e l on g s in t he cl as s of occup at i on s wh i ch in
v o lve t he le a d e r s hip o f men Whe re t he s a le s m an s e ll s
.
t o an i n fe ri o r cl as s di s pl a y is a n a s s et
, B ut b e c a u s e
.
m os t s a le s men d e a l with m an y men who a re in st in c

t iv e ly s up e r i o r t o th e m i t is r e a li z e d n ow th a t t he re d
,
n e ckt i e a n d l o ud v e s t do m o r e h a r m th an g oo d Fo r .
th e y n ot on ly di s t r a ct att e n ti on but a l s o ril e m an y a

,
’
p ros p ec t i n t o t ryi n g t o s h ow t he wea re r he does n t
a m ou n t t o much .
do get th at s c o mi n g t o th e m But I w i ll s uccee d
a ll
’
.
a l on g thi s li n e I ll m a ke p e o ple reco gn i z e my wo rth

.
’
h e re . A n d s o a h a rdw a re d e a l e r may ne ve r h av e a
th o ught o f c o mp eti n g fo r di sti n ct i on w ith his d ent i st
o r mini s t e r o r t he circuit j udg e But e ve ry act o f his
.
r iv a l a ro und t he co rn e r is w atche d w i th t he gre ate st

i nt e res t e ith e r w ith g re at g r atific a t i o n at his e r rors or
,
g re at di s s ati s fa ct i on a n d worry at his s ucce s se s Thi s .
s a me h a r dw a re m e r ch an t may a l s o b e a mb i ti ou s in
S u n d a y s ch oo l wo r k Th e re ag a i n e ve ry ac t o f th os e
- .
he loo k s up on a s ri v a l s b e c o mes o f tre men d ou s im

p ort anc e .
Amb i t i on prid e di s pl ay a re re fe r re d t o by m an y
, , ,
writ e r s a s m otive s fo r b uyi n g Th ey a re But u n l e s s

. .
o n e u n d e rs t a n d s fa r m o re a b o ut th ese m ot i v e s t h an
is i n dic at e d i n b oo k s on s elli n g on e is n ot a i de d ,
m at e r i ally by b e i n g t old t o a pp e a l t o a m an s a m ’
b it ion . The furth e r qu es t i on mu s t a lw ays b e a s ke d

in s uch c a se s : I n wha t wa y does the p ros p ec t a ttemp t
to win p p
a r ova l ?
A p r ofe s s i on a l man was u r ge d t o g i ve up his a c a de m i c

li fe an d t o d e v ot e his ene r gi es t o b u s i n es s The bu s i .
n es s man m a k i n g t he off e r wa s p e rfe ctly h e lples s a ft e r

—
he h a d m a d e h is t wo s e lling p oi n t s a g r e at re put ati on
an d l a r ge r i n c om e The p ro fe s s i on a l man was s ati s fi ed
.
th a t his a c a d e mic wor k would bri n g him re put at i on

e n o ugh a n d t he i n c r e a s e in i n co m e did n ot a pp e a l t o
,
him a s c o mp a re d w i th t he s at i s facti on t o b e obt a i n ed

by c ompl eti n g wo r k he was n ow en g a ge d up on If t he .
bu s i n e s s man h a d urge d t he p ro fe s s o r t o en t e r bu s in es s
in o r d e r th a t in fi ve y e a r s tim e he might th o roughly
’
u n d e rs t and how fa r t he th eori es of his s c i en ce a ppl ie d

to bu s i nes s c ond it i on s an d t o att empt t he d i s cove ry of

“ ”
new pri n c i pl e s t he p rofe s s o r m i ght h a v e b ee n
, s o ld
t o t he ch an ge For s ucc e s s i n s uch a fi e ld wo uld g i ve

.
h i m s at i s fa ct ion an d would w i n him a pprov a l fro m t he

men with wh o m t he profe s s or wa s c on s c i o u s ly c om
p et i n g .
“
A p i an o s a le s m an ha d b een wo rk i n g for a c e rt a i n
s a l e fo r t wo wee k s The p ros p e ct wa s a w i d ow who Wa s
.
buy i n g t he pi an o for he r d a ught e r S he h a d i n t en d e d.
t o b uy a h i gh e r pric e d p i an o u n til thi s s a l e s m an c a m e
on t he g r o und an d s h ow e d he r a s av i n g of $ 1 90 i n buy
i ng his pi ano .
Th en s he d e c i d e d th at S he wo uld r ath e r h ave t he

h i gh e r pr i ce d p i an o for her d a ughte r—th at t he e xtr a
p res t i ge i n it s n a me was wo rth $ 1 90—s at i s fa ct i on of
pr i d e .
The s a les m a n was up a g a i n st i t His s tron g t a lk

“
.
on t he $ 1 90 s a v i n g th at ha d s t a rt e d th i n g s his wa y
was i n effe ct i v e n ow He s at d own at t he de mon s t rat

.
in g pi a n o an d a s he ra n his fi n ge r s o ve r t he ke y s s e iz e d
t he o pp o rtu n i ty t o do a littl e h a rd thinki n g .
“‘
My only a rgum en t is t he s a me qu a lity at $ 1 90
l es s pr i ce he re fl ect e d
,
’
B ut s he d oe s n t c a re s o much
.
‘ ’
for $ 190 as for th a t h i gh s o undi n g n a m e on t he oth e r

-
.
’
—
p i ano Th at s v a n i ty an d t he on ly mot i ve I have t o
pl a y on is m on ey .
’
“
Th en an i de a occurre d .
If v an i t y was a m ot i ve i n buy i ng a p i an o c ouldn t

’
Well h e re is wh at he did
,
O f c o u r se y ou k n ow M rs H o u s t on he s a i d a s
“ ‘ ’
, , .
,
he s t opp e d pl ay i n g an d tu r n e d r o und on t he b en ch ,
how y ou nj oy a p i ano d e p en d s m or e on t he one
‘
e
pl ayin g i t th an on t he pi an o i t s e l f By t he way .
,
wh at in s truct or a re y o u g oi n g t o h ave for your

’
d a ught e r ?
“
M i s s M a rti n t he l a dy repl i e d
‘
,
’
.
Hum ! return e d t he s a l e s m an I would a dv i s e

’
,
‘
y o u t o h a v e Pr o fe s s o r H a b icht .
’
s he e xcl a im e d He ch a rge s fiv e d oll a rs .

‘
for h a l f h o ur le ss on s ! I c an n ot aff o r d it
’
-
.
“
M i ss M a rt i n ch a rges t wo d oll a rs a l es s on I b e
‘
,
l i e ve ? ’
’
Th en s ai d t he s a le s m an t he $ 190 y ou pl an t o
, ,
‘
s p e n d by buy i n g thi s oth e r pi a n o is g o i n g t o c o s t y o ur ,
d a ught e r s ixty les s ons th at s he might h ave w i th P rofes

s o r H a b i cht .
“
Sixty les s on s u n d e r H a b i cht is t oo b ig a th in g t o
‘
o v e rl oo k M rs H ou s t on wh e n y our d a ught e r s wh o le ’
m
, .
,
u s i c a l a b i lity is at s t a k e .
’
“
He got t he wom an t o thi n k i n g a b out wh a t th at
” 1
$ 1 90 wou ld b u y a n d fi n a lly s o ld t he pi a n o
, .
c C on s tr u c tion wor k ma n s h ip M a n y wri t er s c on

.
, .
t end th at th e re a re i n s ti n ct ive t en d en ci e s t o c on s truct

thi n g s o r t o wo rk a n d p a rt i cul a r ly t o t a ke ple a s u re in
, ,
t he p ro duct s o f o n e s w o r k The p oi n t of vi ew h e ld
’
.
h e re is th at th e re a re n o s uch o r igin a l t en d en ci es but ,
th a t th ese a re v a ri o u s w ay s in which an i n dividu a l

s tr i v es t o s e cure a pprov a l a n d t o l e a d o th e r s Sm a ll .
children s h ow if a n yt hi n g a t en d en cy t o d e s troy t o
, , ,
t e a r a p a rt n ot t o put t ogeth e r They mu s t b e t a ught

, .
t o do c on st ruct i v e th i n g s And h e re th ey t end t o c on.
1
H W at on K k f S lling 191 3 Boo k i pp 1 8 9
. s , nac o e , , , .
, 1 .
a ph ase o wh i ch a pp e a r s wh en t he ma s
f s ub mi s s i v en e s s
t e rfu l i n dividu a l a r o u s i n g t he r e s p on s e is n ot p a r t i en
la rly d o mi n ati n g in a phy s ic a l wa y The S hy i n divid .
u a l d oe s n ot s h ow gro s s b odily cri n g i n g o r a cc e pt t he

“
atti t ud e o f s ub s e rv i e ncy Thu s wh e re a p owe r ful
.
,
an d h o s til e crowd w o uld p r o v o ke s ubmi s s i o n in toto a ,
me re c rowd o r a fa i rly fr i endly crowd p r o v ok es S hy

n e s s a n d t he s p e a ke r s imply c a nn o t l oo k a t th e m quit e
,
s q u a re ly o r s p e a k n atu r a lly S i mil a rly wh i le a s u fh

.
,
c ie n t ly d o m i n ee ring m i s tre ss ma y p ro v ok e s ubm i s s i on
in toto t he o rdi n a ry n i c e g i rl m a k es he r a dmire rs s i mply

,
s hy . S i m i l a rly t he a dult wh ose b e ha v i or if fully mas

, ,
t erfu l w o uld pr ov o k e s ubmi s s i on in toto by o m i tt in g

, ,
c e rt a i n fe atures of his m as t e ri n g b eh av i or r educes it s ,

”
e ff e ct up on oth e rs t o s hy n es s .
b S elf c on s c iou s B e h a vi or
. Our a uth ority ex
.
pl a in s thi s typ e of b eh a v i o r a s du e t o a b a l an c in g of
t he r e s p on s e s in t he c ase of a s i tu at i on which a ro u se s
n ei th e r s hy n o r as s e rt i ve b e h av i o r The p e r s on who is .
c on ce rn e d in t he s i tu at i on v a ries his c onduct s l i ghtly

s o th a t n ow o n e a n d n ow t he oth e r set o f r e s p on s es
is m a de We h ave th en an a lt e rn at i on of in st in c
.
, ,
tive b e h a v i o r wh i ch is a lw a y s ann oy i ng an d m a kes

us ve ry c on s c io u s of wh at we a re d oi n g We do .
n ot s e ttl e d own t o a m a s t e ri n g attitud e n or t o a
s ubmi s s i ve on e .
Thi s i n st i n ct t o a ct i n a s ub mi s s i ve way is p os s i bly

t he h a rd es t of a ll t o u n d e r s t an d j u st b ec a u se n on e o f
,
u s lik e t o a dmit th a t we are s ubmi s s iv e But we a re .

,
j u s t t he s a me an d we en j oy b e i n g s o j u s t as much a s
,
b ei n g le a d ers .
Th e W r it e r was st at i on e d at W as h i n gt on for s eve r a l

S E LLING LI FE INS U RANCE 125
month s follow i ng t he a rmi s t i c e an d b ec a me in t e rest e d

,
in t he in crea s in g d i s con t e nt th ro ugh o ut th at c i t y The .
re as on as he s ee s i t fo r much of t he unres t wa s due t o

, ,
t he l a ck of l ea d e rs The Pres i d en t an d m an y p ro m i
.
nent Ame r i c an s we re a bro a d Th ose i n th is c ou n t ry

.
c o uld n ot t e ll wh a t was goi n g t o h a pp en an d in c on s e ,
qu en c e d i d n ot a c t Con fe ren c es we re h e ld a n d n oth

.
i ng res ult e d Sub ord i n at es s ub m itte d re p o rt s an d a s ke d

.
for i n s truct ion s a n d d i d n ot get th e m or only occ a s i on ,
a lly. The wh ol e s ys t e m of le a d e rs hip wa s up s et by t he

a rm i s t i c e
. An d men a ll a l ong t he lin e cur s e d anyth i n g
a n d e v e ryt h i n g th a t in a n y c on c e iv a bl e way t o uch e d
th e ir work W ith out re alizi n g i t th e y mi s s e d t he r e l a

.
,
t ion s h ip o f s ub m i s s i on t o t he s y s t e m t h e y h a d b e c o me
a d a pt e d t o .Wh at men w an t in t he a rmy is a le a d e r ,
a r e a l l e a d e r on e who m a ke s th e m in s t i n ct i v e ly fo ll ow
, ,
a s N a p o l eon o r Cro mw e ll did And t he s a m e th i n g is

.
w ant e d i n bu s i n e s s in p olit i c s in l i fe ev e rywh e re

, , .
R oos e ve lt wa s s uch a b o rn le a d e r an d men an d wo me n ,
l ove d t o fo llow him Ne ith e r T a ft n o r Wil s on e qu a l e d

.
h i m in th e i r a b i lity t o a rou se i n s tinct i v e s ub mi s s i on .
Men foll owe d th e m b ut t oo o ften it was d on e w i th a

,
fee lin g of un e as i n e s s o r e v en o f re b e ll i on .
I f th e re is an y truth in t he oft re p e at e d s t at e m ent -
t h a t s a l es me n a re b o rn n ot m a d e i t h as re fe ren ce t o
, ,
t he s a l es m an s in s t i n c t i ve a bil i ty t o m a ke me n s u b mis
’
s i ve t o h i m Th e re a re s uch men We mee t th e m

. .
occ a s i on a lly Wh e n th e y en te r ou r office we r i se a nd go

.
fo rwa r d t o mee t th e m We s h ow th e m e ve ry a tte n ti on

. .
We en j oy b e in g i n th ei r co mp an y We d e s i re t o h ave .
th e m not i c e u s S uch me n h a ve a tre men d o u s a dv an

.
1 26 THE PSYCH O LOGY OF
t a ge ove r a ve r age men Fo rtu n at e ly for t he res t of us , .
the re a re n ot m any s uch b o rn l e a d e rs .
H awki ns has d on e much i n his b oo k t o p oi n t out how

t he a v e r a g e man may i mprov e his a b i li ty a l ong th e s e
“
li n es In one pl a c e he s ay s : It wo n t do j u s t t o put
.
,
’
on p ri n c e li n e s s Imit ati on s S h ow th e y a re c ount e rfe it s

. .
Y o u mu s t b e a re a l Ame r ic a n p ri n ce in y o ur n atu r e or
y o u c ann ot m a i nt a in t he phy s i c a l b ea ri n g of a ma n of
e qu a lity in a ll c ir cum s t a n c e s an d w i th an y oth e r man
y o u m e et B ut t he i nn e r con s ci o u s n es s o f pri n c e li n e ss
.
will not g i ve y ou t he phy s ic a l b e a ri n g o f an Am e r ic an

p r i n c e Y ou mu s t p r a ctic e t o a cquire th at Study t he
. .
phy s ic a l b e a ri n g of t he man who m a kes t he i mpre s s i on

o f n o b ility a t S ight An a lyze how he c a rri es him s e l f;
.
how he s t a n d s ; his m ov e m e n t s D o n ot att e mpt t o .
c o py him b ut u s e h i m as a guid e in your own

,
t r a in in g .
“
Y ou kn ow me n wh os e phy s i c a l b ea ri n g re g a r dles s ,
o f th e i r s iz e an d s t re n gth w i ll c o mm a n d r es p e ct whe r ,
e v e r th e y go Pre p a re y ou r s e l f o utw a rdly for s e lli n g

.
with th a t ki n d o f a b e a r i n g a n d y o u t a ke o ut i n s u r a n c e ,
th a t p r o s p e ct s o f a ll ki n d s will fee l i n tu i t i ve res p ect for

” 1
y o u wh en y o u en t e r th e i r p r e se nc e .
5 .
— S —
R I VA LRY JE A LOU Y F I G HT I NG
L e s s on IX fo r t he d i s cu s s i on o f th es e in s t inct i ve
S ee
m od e s o f b e h a v i or They t a ke pl a ce b etween A an d
.
B wh en A c a n n ot c omm an d B s s ubm i s s i on an d w i ll ’
,
n ot in tu r n b e s ubmi s s iv e t o B .
1
N A H wk i
. .
p it pp 1 06 107
a ns , o . c .
, .
, .
s t r at e gy is n oth i n g m ore n or les s th an bl a c k m ai l an d
will do t he s a l es m a n m o re h a rm th an goo d To att e mpt .
t o i n timid a t e a p r o s p e ct is e ith e r t o p a r a lyz e him o r t o
m a ke him t ry t o get aw a y Wh at is w a nt e d in s e lli n g

.
is t o a ro u s e a p ro s p e ct s o th at he w a nt s t o c o m e t ow a r d
y o u a n d y o ur p r o p o s i ti o n an d f u, rth e r t o m a ke him
fee l he h a s b o ught n ot th r ough c oe rc i on but b e c a u s e ,
he w an t e d t o .
A s light m o dific at i on o f t he a b ove s h ould b e n ot e d .
Du r i n g t he p re s en t ati on of an i n s u r an ce p rop o s iti on i t

is e s s e n ti a l in n e a r ly e ve ry c a s e th at t he p r os p ect fa ce
, ,
t he p o s s ib i lity o f his dyi n g Un le s s he is c on v in ce d of

.
thi s p os s ibility he w i ll n ot buy The a rou s a l of fe a r

.
in c on n e cti on w i th thi s th o ught may a id in s e lli n g .
B ut t he e m ot i on s h ould b e on ly a rou se d an d th en
di s mi s se d .
The di ffi culty w i th t he u se of fea r as an a id t o s e ll i n g

is th at i t is s o like ly t o att a ch it sel f t o t he wron g ele
m en t Thu s fe a r o f i n ju ry a ro u s e d in selli n g tire ch a i n s
.
may att a ch i t se l f t o t he ch a i n i t s e l f o r t o u s i n g an a ut o
“ ”
i n s te a d o f t o t he id e a of d ri v i n g a c a r w i th out ch a i n s .
An d in s e lli n g i n s ur a nce fe a r may att a ch i t s e l f t o

,
t he th o ught o f n ot b e i n g a ble t o c a rry t he i n s ur an c e
i n s t e a d of t o t he i dea O f dy i ng an d lea v i ng t he
fa mily u n prot ect e d .
S elf p r e s erv ati on To cl e ar up a m i s und er st an d i n g

which occurs t o ma ny a wor d on th e s o—
-
.
, c a lle d i n s t i n ct
'
o f s e l f p r es e rv at i on is i n o r d e r
- The wr i te r v iew s thi s
.
s o-c a ll e d in s ti n ct as a g en e r ic t e rm t o c ov e r m an y dis
ti n ct i n sti n ct s s uch as e a t i n g an d t he wh ole proc es s of

,
n ut r iti on , fighti n g flight an d p a ra ly s i s in t he face of

, ,
s o m e k i n d s of d an ge r . E ach of th es e is tre at ed s ep a
SELLING LI FE INSU RANCE 1 29
rat ely an d t h e re is n o n eed t o d i s cu s s s e l f pre s e rv at i on

‘ -
b y i t sel f .
An ot h e r m i s und e rs t an d i n g with re s p e ct t o th i s t op i c
n ee d s t o b e s tr a ight en e d o u t Our in s t i n ct s prot e ct u s
.
from ce rt a i n d an ge rs an d m a i n t a i n li fe by m a ki n g u s
e at, et c B ut th e re a re m an y d an ge r s which do n ot
.
a ro u s e a res p o n se th a t w i ll p r o p e rly p rot ect t he indi
v i du a l H or s e s e at t he l oc o wee d a n d die : th ey do n ot
.
h a ve a n i n s t i n ct i ve d i s l i ke of i t Hum an b e in g s w i ll
.
e at m a n y p o i s on s v e ry re a d i ly And th e y do n ot n atu
.
ra lly av oi d d i sea s e ge rms o r fire d a mp in a m i ne nor ,
h ea v i ly ch a rge d elec t ri c w i res To all s uch s it u at i on s

.
th ey mu s t l ea rn t he p rop e r res p on s e .
A S S IGNM E NT TO BE P RE PA RE D BE FOR E READ I N G

LE S S ON ! I
W ri t e o ut t he an swe rs t o t he foll owing q uest i ons
1 . In t e rm s of t he firs t i n st i nct li s t e d in thi s le s s on ,
c a n y ou e l i m in a t e on e c a u se for i n d i v i du a l s b e
c om i ng annoy e d an d i rri t at e d at y ou ?
2 . N a m e t en bu s i n es s as s oc i a t es Arr ange the m
.
in o r d e r o f me rit fro m b e s t t o p oo re st a cc o r di n g
as th e y c o mm an d a tt en t i on an d l e a d e r s hip .
At
wh at p oi n t in th is list do y ou b e lon g ? Wh at
ch a r a ct e r i st i c s might y ou a cqu i re which wo uld
aid y ou in m o re e a s i ly se cu ri n g n ot i ce fro m
oth e r s ? ( B e a r in mind in th i s c on n ec t i on th ese

“
wo rd s o f Th eo d o re R oos eve lt : H av i n g b een a
r ath e r s i ckly an d awkw a r d bo y I was as a yo un g
,
man a t fi r s t b oth n e rv o u s an d di s t r u s tful of my

p rowe ss I ha d t o tr a i n my se l f p a in fully an d
.
l a b ori ou s ly n ot me re ly as r eg a rd s my body
, ,
but as re g a r d s my s o ul an d
Writ e o u t a p a r a g r a ph in which y ou m a k e a
pros p ect w a n t i n s u r a n c e th r ough a pp e a li n g t o
h is d es i r e fo r a pp r o v a l
. Exp r es s thi s p a r a gr a ph
in t h e l a n gu a ge y o u w o uld a c t u ally u s e in t a lki n g
t o t h e p r o s p e ct
.
Writ e a s imil a r p a r a gr a ph in which y ou a pp e a l

t o t h e p r os p e ct s d es ire t o foll ow c e rt a i n men
’
a n d b e l oy a l t o th e m .
W r it e a s imil a r p a r a gr a ph in wh ich y o u m a k e
u s e of t he fighting i n s ti n ct t o m ot i v a t e y o u r
s al e
.
a dv a nt a ges of his off e r as br ie fly a s p os s i ble an d th en
a s k e d for a d e ci s i on As he e xpe c t e d th i s was i n t he
.
,
n e g ative M r Bl an k he c on ti n ue d y ou a re a s uc
.
‘
.
,
’
,
‘
c es s fu l b us i n e s s ma n Y ou h a ve a j u s tly e a rn e d re put a
.
t ion as a keen i n v e s t or Y ou c an inves t y our m oney .
t o much b ett e r a dv a n t a ge th an t he m aj o ri ty o f bu s i n e s s
me n But y o ur c a pit a l o r m os t o f i t is at pres en t ti e d

.
, ,
up in i n du s t rie s which may o r may n ot p rove p ros pe r

o u s in y ea r s t o c o m e The no rm a l co urse in mos t b u s i
.
‘
n es s is gr owt h a n d e xp an s i on foll o we d by a d e clin e a n d
in m an y c as es fa ilure If y ou s h ould die or h a ve a s e r i.
o u s bre a kd own
— an d th es e a re po s s i biliti e s y o u mu s t
c on t e mpl at e — yo ur gen iu s for i n v e s t i n g ce a s es Yo u r .
pres en t i n ve s tme nt s may n ot prove s o pro fit a bl e in t he

futu re a s th ey a re n ow I f oth e rs ha d t he i n ve s ti n g of .
yo u r mon e y the y migh t los e i t an d if th ey did you r

fa mily wo uld s u ff e r .
“
Now thi n k of t he future s ay of your d a ught e r
‘
, , ,
u n d e r t he c i rcum s t an ces S he might b e comp e ll e d t o .
live un d e r c on d i t i on s which c o mp a re d with he r p re s en t ,
p os iti on wo uld b e c o mp a r at i ve po ve r ty D e pr i ve d of
, .
t he luxur i es s he is a ccu s t o m e d t o i t wo uld b e d o ubly ,
h a r d for he r You a re en titl e d t o t a k e ch an c es in your

.
own bu s i n e s s but y o u o ught n ot t o m a k e th os e d e p en d

,
en t up o n y o u s h a re t he ri s k s which y o u as a bu s i n e ss
m a n i n cu r An a n n uity s uch a s I h a ve s ugg e s t e d w o uld

.
li ft y o ur d a ught e r a b ove a n y future p os s i bil i ty of

’
w an t .
The b r o k e r s a mb i t i on wa s t o b e l ook ed up t o as a
’
s ucc e s s ful b u s i n es s m a n ( m a s t e ri n g i n s t i n ct ) a n d he
l o v e d his d a ught e r ( p a ren t a l i n s ti n ct) J on es a rou s e d .
b oth th es e i n s ti n ct s The firs t s a l es m a n d i d n ot a rou s e

.
an y i n s t i n ct i ve a ct i on . Wh
cl os e he fa i l ed
en he tr i e d t o
b ec a u s e he co uld n ot m ov e t he b ro k e r J on es on t he .
,
o th e r h a nd a r o u s e d t he b ro ke r
, p a rt i cul a rly by t a lk ,
in g a b o ut t he d a ught e r an d a ft e r th a t he h a d o nly t he
,
probl e m of dire cti n g his a ctiv i ty i n t o the ch an n e l of

s i gn i n g t he a pplic at i on b l an k .
If t he s a les m an wo uld b e s ucc e s s ful he mu s t a ro u se

t he p ro s p e ct s fee l i n g s an d e m o t i on s To do s o i t is
’
.
n e ce s s a ry fo r h i m t o h a v e a n u n d e r s t a n d i n g of wh a t
th ey a re S i x i n s t i n ct s h av e a lre a dy b een d e s c r ib e d
. .
Four more a re di s cu s s e d i n th i s les s on a s follows : ,
7 Gr
. e g a r i o u s i n s t i n ct .
8 M a t i n g i n s t i n ct
. .
9 P a ren t a l i n s t i n ct
. .
10 S oc i a l i n s ti n ct
. .
7 . GREGA R I OU S NE S S
Man res p on d s t o t he a
b s e nc e of h um a n b ei ng s by
d i s co m fo rt an d t o t h e i r pres enc e by a p os itiv e s at is fac
,
”1
t ion . The es s en c e of thi s i n s ti n ct c on s i s t s in t h e d e s i re
t o b e with oth e rs The i ns ti n ct is s at i s fi e d wh en on e
.
is i n a crowd .
Eve ry S a turd a y n ight a fri end o f t he w ri t e r s u s e d t o ’
v r t h Str ee t in New Yo rk City an d w a n d e r

g o o e t o 1 2 5
up a n d d own S e ld o m did he buy a nyt hi n g a n d mo re
.
se ld o m did he m eet a n y on e he kn ew B ut he enj oye d .
j u s t b e ing w i th t he c rowd R ecen tly he r es ign e d a v e ry

.
goo d p o s iti on w i th a n e xc epti on a l o pp o rt u n ity fo r a d

v an c e m en t b ec a u s e i t wa s t oo lon es o m e in t he mining
c a mp t o which he was se n t The p res en c e of t hi s in .
s t in c t is on e o f t he c a u se s o f wo m en l e a v in g h o u s ewo r k
1
E L Th
. . d ik Educ ti al P y h l gy 191 3 ol i p 85
orn e, a on s c oo , , v .
, . .
an d go in g i n t o s t ore s an d fa ct o r i e s It is a l s o on e of .
t he c a u s es o f y o u n g p e o pl e l e a v in g t he fa r m a n d go in g
t o t he city We a re res tl e s s an d di s s ati s fi e d wh e n

.
s e p a r at e d fr o m o th e r s e v e n th o ugh we h a v e litt le o r
,
n o re a l c on t a ct wit h th e m .
J a me s w r it e s o f thi s i n s tin ct a s foll ows Th e re is

a n oth e r s o rt o f h u m an pl a y i n t o which high e r mst h et ic
fee li n gs en t e r I r e fe r t o th at l ov e o f fes tivitie s c e re

.
,
m on i e s o r d e a l s et c which s ee m s t o b e u n ive r s a l in
, , .
,
o u r s p e ci e s .The lowe s t s a v a ges h a ve th e i r d an ces ,
mo re o r les s fo r m a lly c on d u ct e d The v a ri o u s re ligi on s .
h a v e th e i r s o l e mn rit e s an d e xe r ci s e s an d civic a n d ,
milit a ry p owe r s ymb o lize th e ir g r a n d e u r by p roc e s

s i o n s an d c e l e b r a ti on s o f di v e r s e s o rt s We h ave ou r .
o p e r a s a n d p a rti e s a n d m as qu e r a d e s An e le me n t c om .
mon t o a ll th e s e c e re m on i a l g a m e s a s th e y ma y b e ,
c a ll e d is t he e xcit e men t of c on c e rt e d a cti on a s o n e

,
o f a n o r g a n iz e d c r owd The s a me a ct s p e r fo r m e d
.
,
with a c rowd s ee m t o mean v a s tly m o re th a n wh en

,
p e r fo r me d a lon e A w a lk with t he p eo ple on a h o li

.
d a y a ft e rn oon an e xcu r s i on t o d r i n k b ee r o r c offe e

,
f
at a p o p ul a r re s o rt o r a n o r di n a ry b a ll roo m a re
, ,
e x a mpl e s o f thi s Not on ly a re we a mu s e d at s e e i n g

.
s o m a n y s t r a n ge r s b ut th e re is a di s ti n c t S tim u l ati on
,
at fee li n g o u r S h a re in th e ir c o ll e cti v e li fe The p e r .
c e p t ion o f th e m is t he s timulu s an d o u r re a cti on up o n
it is o u r t e n d en cy t o j o i n th e m a n d do wh at th e y a re
d o i n g a n d o u r u n willi n gn es s t o b e t he fi r s t t o l e av e
,
”
off a n d go h o m e a l on e
1
.
The b oo k a gen t on c o mme n ci n g wo r k in n ew t e rr ito ry

o bt a i n s o rd e r s fro m a n umb e r o f p r o mi n e n t citi z e ns ,
1
Willi m J m P y h l gy 1 893 l p 4 8 H y H lt 81 C
a a es , s c o o , , vo . 11, . 2 . en r o o .
S p on d t owa rd men An d we a re all s u ffic i en tly c on

.
s c i ou s o f t he fa ct th at s ucc e s s in o u r a dv a nce t ow a r d
t he ch os e n on e o f t he o pp o s it e s ex giv es u s t re me n
d ous s ati s fa cti on an d fa ilu re b r in gs mo s t pron ou n ce d

w ret ch e dnes s .
B e c a use o f t he g re at s tren gth of t he s ex i n s ti n ct i t ,
i nt en s ifie s a ll ou r a ctiv iti e s Re c r uiti n g c a mp a ign s

.
m a d e g re at u se of pictu re s o f a tt r a ct ive wo men o r e ven ,
t he wo m e n th e m s e lve s t o in t e n s i fy t he fight i n g i n sti n ct

,
s o th a t me n w o uld v olu n t ee r On e yo u n g wo m a n d i d
.
“ ”
a l an d o ffice bu s in es s by k i s s i n g e a ch re c r u i t Co ld .
—
b loo de dly thi s s e e m s mos t ridiculo u s th at men s h o uld
v o lu n t e e r fo r t he s a ke o f a k i s s — but t he fa ct re m a i n s
th a t they did The th ought o f a s weeth e a rt n e rv e d
.
m an y a s oldie r t o d e e d s o f b r a v e ry th at p e r h a p s n ev e r
wo uld h a ve b een d o n e O th e r wi s e .
The s e x i n s ti n ct l e a d s on e t o do a lmos t an ythi n g fo r

t he s a k e o f t he b e l ov e d In thi s wa y own e r s hip o f
.
— ,
—
p ro pe rty a h o u s e fu rn itu re e t c b ec ome s s u dd en ly
, .
a n e n g a gi n g to pic o f c on v e r s a ti on B e c a u s e t he wo m an
.
s h o ws a n i n t e re s t in mu s ic a rt ,o r p oe try t he y o u n g
, ,
ma n a l s o b e c om es i n t e res t e d The i n t e re s t m ay n ot b e
.
g re at s o me times but ce rt a i n ly it b ec o me s g re at e r th a n
, ,
it would othe rwi s e b e co me I nt e re s t in re ligi o u s v a lue s

.
a ri s es a t t he s a me p e r i o d o f li fe with g r owi n g i n t e res t
i n t he o pp os it e s ex an d with out d oubt th e re is a cl o s e

,
c on n ection b etwee n t he t wo Togethe r wi th s udd en .
i nte re s t in neckt ies or wa s h in g on e s ea rs c o mes an in ’
cre a s e in att en t i ven e s s t o m an y mo r a l tr a it s s uch as ,
p atie n c e t en d e rn es s an d c ou rt es y for a ll thes e a re s ee n

, , ,
t o h a v e v a lu e i n t he wo m an s e yes
’
.
Adve rt i s e rs u s e th i s in t en s i fyi n g e ffect of t he se x in

s t in c t up on oth e r a ct ivit i es in o r d e r t o s e ll th e ir goo d s .
S e ve r a l ye a rs a go an e le ctri c light a n d p owe r c omp an y

a dv e r t i s e d e xt e n s i v e ly t o wome n t he a dv an t a ge o f
v acuum cle a n e rs Th ey urge d th e ir purch a s e on t he

.
b a s i s o f s av i n g l a b o r cle an li n es s h e a lth Few we re

, , .
s o ld , h owev e r L at e r th ey l a u n ch e d a c a mp a ign in
.
which the y a dd res s e d men n ot wo men On e a dv e r

, .
t is e me n t s h owe d t he h u s b an d at h is o fli c e with ev e r y
mo d e rn a ppli a n ce at h an d an d t he w i fe at h o m e with
The co py b re a th e d t he id e a — e qu i p y o u r wi fe s
’
n on e .
o ffi c e w i th l a b o r s a v i n g d e v i c es as y o u do y o ur own
-
.
Oth e r a dve rti s e m ent s of a s imil a r n a tu re we re ru n An d .
the y s o ld t he en ti re s t ock o f v a cuum cle ane r s : Why ?

B e c a u se men l ove d the i r w i v es An d wh e n th i s love
.
wa s couple d wi th t he i d ea of buyi n g a l a b o r s a v i ng de -
vic e fo r t he lov e d on e t he m at in g i n s t i n ct a ct i v at e d
,
t he p e r fo r m a n c e .
The writ e r is q u i t e c on v i n c e d th a t th e re a re t wo as
p ec t s t o th i s i n s ti n ct wh i ch a re b oth n a t i v e — n a m e ly ,
a phy s ic a l a s p e c t a n d a p s ych i c a l on e . P r a ct i c a lly

s p ea ki n g th e r e is n o qu e s ti on a s t o t he pre s en c e o f b o th
,
th e s e a s pe ct s e ven if t he p s ych i c a l a s p ect h as b een de

,
v e lo e d thro ugh s oci a l c on t a ct

p . In o th e r w o r ds m , an s
’
s e x i n s t i n ct is much bro a d e r an d m o re c o mpl e x th an t he
me re s ati s fa c ti o n of s e xu a l i n t e rco urs e It i n volve s

.
m ent a l re l a ti o n s b etween i n dividu a l s o f t he o pp os it e

s e x who a re in l ov e . C ou rt n a n d t he e ve ryd ay l i fe o f
hu s b a n d a n d w i fe re pre se n t th i s p s ych ic a l a s p e ct An d .
i t is on ly wh en t he p s ychic a l a s p e ct is a rou s e d th at man

b eco mes in t e res t e d in prot e cti n g an d ple as ing wom a n .
M an y a dve rt i se r s h a v e n ot y et di s c ov e re d thi s fa ct ,
j udgi n g fro m t h e ir a dve rti s e men t s Wh en th e y pictu re

.
a wom an s o as t o a ro u s e t he b a s e r ph a se s of t he in
s t in c t, th ey s e ld o m a re a bl e t o u tili z e t he a rou s e d a c
t iv it y in a ctiv a ti n g t he s a l e o f th e i r g oo d s The s ole.
rea ct i on t o t he a dve rti s e men t is t o t he pi c t u re o f t he

wo m an On ly pictu re s o f wo men t h at a ro u s e t he a p p re
.
c iat iv e s id e s o f t h e m a ti n g i n s ti n ct s uch a s m a ke a m a n
,
i nt e res t e d in pl e a s i n g or h elpin g o r gu a r di n g his wi fe

only s uch pictu re s c an m a ke a m an w an t t o buy t he
c o mmo dity fo r her .
In a pp e a li n g t o a hu s b an d t o buy i n s ur an ce fo r
his wi fe t he n o bles t s id e o f t he m ati n g i n s ti n ct
,
mu s t b e utilize d Not e in t he fo ll owi n g ext r a ct

.
fro m a s a l e s i n te rv i ew how ve ry s kill fully t he s a l e s

ma n d ev e l o p s a n d c a ll s t o min d t he p rot ecti n g s ide
o f t he s e x i n s ti n ct .
“
A li fe i n s u r a n ce p olicy o ught t o p rovid e th ree
thi n gs M r Bu rton Firs t i t s h o uld p ro vide a n i n co me
, . .
,
t o t he fa mily if a ma n di e s p re m a tu r e ly Not e th at I
.
s a y a n i n c o me It is n ot e n o ugh t o p rovide a s u m o f
.
m on ey When a wo m an ge ts a s u m o f mon ey he r
.
t ro uble s h a v e j u s t b e gun S he h as n ew a n d u n t r i e d
.
bu r d en s How is s he goi n g t o i n ves t t he mon ey a n d

.
k ee p it i n v e st e d t he b a l an ce o f he r li fe s o a s t o ge t t he
b e s t i n c om e from it an d y e t n ot los e a n y o f he r p r i n c i
p a l? The thi n g t o do is fo r t he m an t o t a ke c a re o f t he
i n ves ti n g fo r his wi fe whil e he is h e re My c omp an y .
S i mplifi e s t he wh o le p r o p o s iti on by w r iti n g a c on t r a ct
t o p a y a s t a t e d m on thly i n co m e fo r li fe Bill s co m e in
.
monthly a n d th at s t he way a wi fe s h o u ld h a v e he r
’
mon e y c o mi n g in It is won d e r ful wh a t a co m fo rt a

.
m on thly ch e ck is t o t he wi fe who is d e p r i v e d of he r hu s
b an d s h e lp in m att e r s o f bu s i n e s s No wo rry a b o u t
’
.
i n st i nct s i n a rou s ing y ou The true . l
s a es i nt e rvi ew
will con t a i n ( 1 ) an a rgument runn i ng on t he s urfac e,
an d ( 2 ) an a pp e al t o i n t e res t s which a re n ot s o a pp a r
e nt , but affe ct t he pros p e ct even more th an t he

re a s on in g .
In a pp e a li n g t o wo me n in t e r m s of t he s e x i n st i nct ,
it s h ould b e a ppreci at e d th at t he p s ychic a l a s p ect of

t he i n s ti n ct pl ay s t he m o re i mp o rt a n t r o l e a s c o mp a r e d
w i th t he phys ic a l a s p ect much mo re s o th an i n t he c ase

,
o f ma n An d st i ll fu r th e r we c an a lm ost s ay th a t in
.
,
he r c a s e th e re a re n ot on ly th e s e t wo a s p e ct s but a l s o ,
a thi r d
— t he p a r en t a l i n s t i n ct —which is i n v olv e d In .
O th e r w or d s in t he c as e of a w o m an an d p a rticul a r ly
, ,
a m ot h e r t he s e x an d p a re n t a l i n s ti n ct s b e co m e s o
,
i nte rtwi n e d t h at th e y O p e r at e p retty much a s on e

“ ”
i n s tin ct Fo r e x a mple a wom an in love mothe r s
.
,
he r l ove r if g i ve n an o pp ortu n ity a s wh e n he is hurt ,
o r s ick o r di s h e a rt e n e d in a wa y th a t he c an h a r dly
,
re cip r oc a t e .
A s light dig res s i on is in o r d e r h e r e If li fe i n s u r a n c e .
s a l es m e n e xp e ct t o u tiliz e t he p s ychic a l a s p e ct s o f t h e
‘
s e x i n s ti n ct ( an d t h e phy s ic a l a s p e ct is o f n o u s e in
m otiv a ti n g t he buyin g of i n s u r a n ce ) th e y m u s t e xp e ri ,
en ce it th e m s e lve s The mo re th o r oughly th e y l ove a

.
wo m an on t he high e r pl an e t he b ett e r the y c an m oti ,
v at e oth e rs in t e rm s of th e ir own exp e ri ence .
9 . PA RENT A L I N S T I N CT
r “
The p in st i n ct is c a lle d m a t e rn a l by Th om
aren t a l
d i ke who th e re by e mph as iz es t he g re at e r s t ren gth o f thi s
,
i ns t i n ct in wo men th an i n men He d e s c r ib e s it a s fol .
“
l ows : The fi r s t an d a ll i n a ll t he gre at es t s oci a l b on d
, ,
an d c on dit i on is t he o r igin a l b e h a vi or of moth e r t o

yo u n g All wo men p os s e s s o rigi n a lly from e a rly child
.
,
h oo d t o d e a th s ome i n t e res t in hum a n b a bi es an d a

, ,
re s p on s ive n e s s t o t he i n s ti n ctive l oo k s c a lls ges ture s , , ,
a n d c r i e s o f i n fa n cy a n d childh oo d b e i n g s a ti s fi e d by ,
ch i ldi s h gurgli n g s s m i les a n d affe cti on a t e ge s ture s

, , ,
an d m o ve d t o i n s t i n ctiv e c o m fo rti n g a ct s by child i s h
s ign s of p a in g ri ef an d m i s e ry
, , B r ut a l h a b it s .
ma y d es t roy or c omp eti n g h a bit s ove rg row o r t he

, ,
l a c k o f e xerci s e we a ken th e s e t en d en ci es but th e y

, ,
a re n on e t he l es s as o r igin a l a s a n y fa ct i n hum an
n atu re .
“
B oy s a n d men s h a re mo re i n t he i n st in ct i ve goo d
will t ow a rd children th an tr a dit i on a l opi n i on would
a dm it th o ugh t he t e n d e n c i es a re n ot s o s t r o n g a n d t he
, ,
res p on ses a re di ffe ren t Ve ry we a k in t he s p e cific t en d

.
en c ies t o cl a s p a n d c a r ry a n i n fa n t (t he p r o ve r bi a l dis
t re s s an d a wkw a r d n e ss of t he m a l e wh en a n in fan t is
thrus t i nt o his a rm s a s contr a s t e d w i th t he typ i c a l
,
wo m a n s Le t me h o ld him is at b o tt om i n s t i n ct i v e)
’
,
‘
,
’
a n d t o fon dle an d pr a ttl e t o i t a n d l a cki n g a l s o t he ,
s p eci a l i n c i t e m en t o f t he t en d e n cy d u e t o t he in n e r
ch an ges of childbi rth an d l act a ti on th ey y et in t h e i r ,
own wa y r e s p on d t o m a n y o f it s a p pe a l s To offe r a .
little child s cr a p s o f foo d an d see it e at t o s n a tch i t ,
fro m p e ri l by a n i m a l s a n d t o s mile a pp ro v i n gly at it s

,
mo re vigo ro u s an t i c s see m t o me t o b e t r uly o r igi n a l

”
t en d en ci es o f t he hum a n m a le 1
.
Much of wh at we ord in a rily see in t he b e ha v io r

o f p a ren ts an d p art i cul a r ly of fat hers t ow a rd t h e ir
,
c hi ldre n is due t o h a bit

, Ordi narily t he afi ec t ion.
1
E L 1 115 15 5 11
. . 55 , at , p . 31
.
fo r wn child re n is int e n se But t henumbe r
’
on e s o .
of di v o rc es a n d d e s e rt i on s w a rn u s o f m an y who
c a re l ittl e fo r th e i r wive s o r off s pri n g The o u t .
an d o u t
-
i n s ti n ctive s id e o f p a re n t a l a ff e cti on is t e
s t ric t e d p r etty l a r ge ly t o c a re for h e lpl e s s b a bi es who
s h ow n ee d fo r a tt e n ti on .
The p a rent a l i n s ti n ct h owe ve r a ctu a lly a ct i v at es

, ,
m an y ph a s e s o f li fe In wo men in p a rticul a r n e a r ly
.
, ,
a ll s u ff e r i n g an im a l s a re r e a ct e d t o in much t h e s a m e
m an ne r a s a re b a bi es Fo r a wom a n is t r uly u n c o m
.
fo rt a b le wh e n a c at is h e ld up by it s t a il a n d s he mu s t ,
s t o p t he e xhibiti on t o e a s e he r own s uff e r i n g F ro m .
thi s i n s ti n ct ive b eh a v i o r h av e g rown ou r S oci eti es fo r

t he P r e v e n ti on o f C r u e lty t o An im a l s an d t o Child re n
an d much o f o u r l e gi s l ati on p r o hibiti n g child l a b o r In .
a bility t o wit n es s s u ff e ri n g W ith o ut d o i n g s o m e thi n g is
with out qu es ti on t he b a s ic re a s on fo r t he d eve l o pmen t

o f h o s p i t a l s re fo r m at o r i es o r ph a n a n d i n s a n e a s ylum s
, , ,
t he Re d Cro s s a n d much o f t he vig o r s h own in r e fo r m s

, ,
s uch a s fo r p r o hib i ti on p u re foo d s an it ati on an d t he

, , ,
lik e .
l
Adve rti se rs a ll re a lize c on s ci ou s ly or uncon s ci ou s ly

, ,
t he e xt en t t o which t he p a r e n t a l i n s t i n ct in w o me n
mot i v at e s th e i r c on duct fo r we see a rticl es of a ll s o rt s

,
d e a li n g with t he c o m fort o f a n im a l s t he c a r e an d p ro ,
re ct i o n o f childre n a n d t h e b e tt e rm en t of li fe a dv e r
, ,
t is e d d ire ctly t o wo m en an d i n t e r m s o f th e i r m oth e rly
l ov e .
Ext en din g t he efi ec t of t he p a rent a l i ns t in ct in it s

'
c a re o f s u ff e rin g an d h elples s in dividu a ls s t i ll furth e r ,
we s ee how l a r ge ly it is t he b a s i s o f ou r s oc i a l o r d e r .
1 W . Mc Do u g a" S oc ial P s y c hology

, , 19 1 8 , c hp x
a . .
1 44 THE PS Y C H OLOGY or
t he me re pres en ce of oth e r ch i ldren Their d e m an d .
is t o pl ay t ogethe r t o en g a ge in s o m e s o rt of g roup
,
a ctivity Group a ct i v i ty in wh ich th ey en g a ge h as

n o u lt e r i o r m otiv e—s uch a s t h e fea r m otiv e o r t he
.
e c o n o mic m ot i ve—but i t is i n t e r es ti n g t o t he p a r tici
p a n t s fo r it s own s a ke Th i s b e h a v i o r of children is
.
”
typic a l o f s oc i ety i n g en e r a l .
The i n te re s t s h own in a n y g ath e r i n g o f men en g a ge d

in t he s a me li n e o f wo r k a s th a t of t he Li fe U n d e rwrit
,
e rs As s oc i at i on is d u e t o a c on s i d e r a bl e e xt en t t o th i s
’
n s n —
i t i ct t he des i re t o b e t ogethe r an d work t ogeth e r
—
.
H r in
e e is t he b sisa fo r f ien s ip
r d h o n e o f t he m os t
v a lu a bl e mo d e s o f b e h a vi o r ma n has F ri en d s a re i n d i
.
v id u a ls who do n ot r e a ct t ow a rd on e an o th e r as l ea d e r s
o r fo ll ow e r s o r r iv a l s .Th ey a re e qu a ls a n d mutu a lly

i n t e re s t e d in on e or mo re a ct i v i t ies .
C a re fu l s tudy of wh at s i tu ati on s lea d men t o a c t t o

geth e r a n d j u s t how th ey do i t wi ll re p a y t he s a l es m an
who is i n t e res t e d in s e ll i ng i n s ur an ce t o i n di v idu a ls .
Fo r wh en he is a ble t o dr aw s uch i n dividu a l s t o ge th e r

in t o g roup s he wi ll often s e ll t he g ro up with little mo re
,
t ro ubl e th a n he would h ave i n s e llin g t wo o r three of t he

i nd i v i du a l s s e p a r a te ly .
RE A D I NE S S A ND UNRE A D I NE S S TO A CT
On e o th e r ch a ra ct e ri s tic c ommon t o a ll in st i n ct s
, ,
s h o uld b e n ot e d It is of v a lue in u n d e r s t andi n g th e m

.
mo re fully but is b ro ught in h e re p r im a rily b e c a u se i t

,
he lp s ve ry gre atly in u n d e r s t a n din g o u r own an d oth e r s ’
res tle s s ne s s gen e r a l di s s at i s fa cti on a n d u n re s t U s u a lly

,
.
o u r i n s ti n ct s a re rea dy t o fu n cti o n if t he p r o p e r s itu a ti on
is e n c o u n t e re d . Pro b a bly the y will a lw a y s do s o wh e re

t he s itu ati on is c o mple t e in t he b ro a d s en se of a pp ro

p r ia t e e xt e rn a l s timulu s a n d fa v o r a bl e i n w a r d c o n diti o n
o f t he o rg a n i s m B ut t he e xt e rn a l s timulu s is n ot
.
a lw a y s en o ugh in i t s e l f t o a r o u s e a ct i o n A yo u n g gi r l
.
d ee ply in lo v e is n ot i n t e res t e d by a n oth e r ma n th an

he r s weeth e a rt n o m att e r how h an d s om e
, B o dily ex .
h a u s t ion s o affe ct s t he fighti n g i n s t i n ct th at a s t a rvi n g

man will e n du re i n s ult s t h a t would i n fl a m e him wh en
We ll We mu s t n ot a s s ume th at b e c a u s e a n i n dividu a l
.
p o s s es s e s i n s t i n c ts he is a lw a y s re a dy t o re s p on d t o
e v e r y s itu a ti o n th a t o r di n a r ily a r o u s e s th e m Oth e r .
fact o r s o f which we a re i gn o r an t m a y h a v e a n i n hibitin g

fo r c e .
R e a di n e s s an d s at i s fa ct i o n a re cl ea r ly re l at e d .
F o u r c o mbi n ati on s a re p os s ible ( I ) If o n e is re a dy .

,
for e x a mple t o e at a n d d oe s e at he o bt a i n s s at is fa c
,
ti on ; ( 2 ) if o n e is rea dy t o e at an d is p re v en t e d fro m
e ati n g he b e c o m e s r e st l e s s i r rit a ble a n d di s s a ti s fi e d ;
, ,
( 3 ) if on e is n ot re a dy t o e at a n d is fo rc e d t o e at he is
d e finit e ly di s s a ti s fi e d with t he me a l an d t he p e rs on
fo r ci n g t he ea ti n g ; a n d (4) if o n e is n ot re a dy t o e at
a n d is n o t m a d e t o ea t he is s a t i s fi e d In a n o th e r fo rm
.
we may s t at e t he fo u r c o mb i n a ti on s in thi s wa y :
I .In tin c t rea dy
s Ac tion fo ll ow s S a ti fa c tion s
t o act
z . In s ti n c t r dy
ea d
A c tion oes n ot D i s s ati s fa ction
t o ac t ll w
fo o
3 . In stin c t n ot A c tion fo c er d D i s s a tis fa c tion
r dy
ea t o a ct
4 . In s ti n c t not A c tion n ot fo r d
ce S ati s fa c tion
r dy
ea t o a ct
Di s s a t i s fa ction is of t wo s o rt s Und e r C as e 2 we h a ve
.
a v a gu e gen e ra l res tles s ne s s an d i rri t atio n Oft en we

, .
do n ot k n ow t he c a u s e o f ou r t ro uble Wa n derlu r t is on e
.
n a m e fo r thi s s ort o f di s s ati s fac ti on d u e t o t he n on

,
fu n cti o n i n g O f t he s e x i n s ti n ct O n t h e oth e r h a n d t he
.
,
di s s ati s fa ction in C a s e 3 is s p e cific an d di re ct e d at s o me

o bj e ct o r p e r s on .The y o u n g wo m an who is m oo dy
a n d ge n e r a lly di s s ati s fi e d with li fe is pro b a bly s o b e
c a u s e o f t he n on fu n cti on i n g o f t he m atin g a n d p a re n t a l
in s ti n ct s ; t he yo u n g Wo m an how eve r who vi o len tly
, ,
e xpl o d e s a t he r m o th e r is d o i n g s o b e c a u s e t he l a tt e r fo r ,
e x a mpl e ,
h as a s k e d he r t o w as h t he di s h e s The e x.
“
plo s i on may a n d gen e r a lly d oe s c on t a i n b ottle d u p -
”
e n e r gy d u e t o C as e 2 a s we ll as C a s e 3 Much o f t he
.
u n re s t o f t he wo r ld t o d ay is d u e t o t he i n a bility of men
-
a n d wo m e n t o a c t a s th e i r i n s ti n cti v e n a tu re s u r ge .
Thi s fact ha s b e c o me s o pl a i n l at e ly th a t it d oe s n ot
t a ke a p s ych o l o gi s t t o p ro phe s y th a t p ro fo u n d ch a n ge s
in o u r i n du s t r i a l o r g an iz ati on mu s t b e a cco mpli s h e d s o
th a t t he wo r k e r m a y n ot b e d e p r i v e d o f s o m an y o f t he
s ati s fa cti on s th a t c o m e th ro u gh t he p r o p e r fu n cti o n i n g
o f his i n s ti n ct s.
A SSI GN M ENT TO BE RE P A RE D
P B E FORE RE A D I NG
LE S S O N ! I I
Go through thi s Wee k s S a tu rda y Even in g P os t a n d
’
w r it e on t he m a r gi n o f t he l a st twen ty fiv e full p a ge - -
a dv e rti s e m e n t s wh a t i n s t i n ct s a re utili z e d in a r o u s i n g
i n t e res t a n d d e s i re fo r t he co mm o dity a d v e rti s e d S om e .
a dv e rt i s e m en t s a pp e a l t o s e v e r a l i n st i n ct s s o m e p o s s i
,
bly t o on ly on e a n d oth e r s t o n on e at a ll
,
.
Not e an y a dv e r ti s e m ent s which y ou thi n k c o uld b e

imp rove d by t he a dditi on o f s o me in st in ctive a pp ea l .
Ju st how would y ou a ccompli s h thi s ?

a re ce rt a in thing s W e will do fa r m ore re a d i ly th an o t h

e rs In t he c a s e o f i n s ti n ct s t he n e r vo u s s y s t e m is s o
.
,
gea re d up t h at as s oon a s a s itu ati on a pp e a rs a pp e a li n g

t o o u r i n s t i n ct i v e n atu r e t he res p on s e w i ll mos t li k e ly
UTI L I! A TI O N OF I N S TI N C TI V E I NTERE S T S I N S E LL I NG
Act i on will we h a ve see n a lm os t c e rt a i n ly foll ow if
, ,
a s itu a ti o n a r o u s i n g a n i n st i n ct is p re s e n t e d The p ro b .
le m o f get ti n g a ct i on re duces it s e l f t he n t o t wo s t e p s , ,
( I ) Wh at res p on s e do I w a nt ? a n d ( 2 ) Wh at s i tu a tion
will p ro d u ce t h a t re s p on s e ?
The re a d e r ma y a g ree t o all th i s a n d s t i ll b e puzzle d .
Buy i n g In s u r an ce he may thi n k is n ot an i n st i n ctive

, ,
res p on s e How th en u se in s ti n cti v e i nt e rest s in s e ll

.
in g ? The a n s we r is th ro ugh motiva tin g the bu y ing r e

,
s p w i
an s e th in s t in c t ive i n teres ts .
Con s id e r t he c a se of s e lli n g v a cuum cl ean e rs re fe r re d

t o in L e s s on XI The d e s i r e d re s p on s e wa s t o get p eo pl e
.
t o buy v a cuum cl e an e r s The a dv e rti s e r figu re d th at

.
“ ”
a s itu ati on c o mpri s i n g e l e m en t s o f s a vi n g l a b o r,
“ ” “ ”
cle a n li n e s s h e a lth et c would b r i n g t he d es i re d
, , .
,
res p on s e It did s ell s ome b ut fa r from a ll Th en t he

.
,
.
a dve rt i s i n g s t r at e gy wa s ch a n ge d The a pp e a l was .
dire ct e d at hu s b an d s (n ot wive s ) a n d t he cle an e r was ,
s o ld th r o ugh t he l o ve o f t he hu s b a nd fo r his w i fe D ia .
gr amm atic a lly we h a ve :

S it ati on s
u
I .V a cuum cle a ne r .
a L a b o r s a v i n g d e v i ce
.
- .
b Cl e a n li n ess
. .
c H ea lth
. .
S ELLING L I FE INSURA NC E 149
Sit u ation s R es p o n s es
2 . Supply wi fe with l a b o r b L ove for wi fe a ro u s e d

.
,
s a vi n g d e vic e s s uch a s th ought s o f he r wo rk i n g

y o u h a v e i n y o ur own h ard D e s i re t o do
.
o ffi c e met hin g fo r he r

'
. so .
3 . Fu s i on of I and 2 . c Buy v a cuum cl e an e r

. .
H e r e S i tu at i on 2 a rou se s t he hu s b a nd t o a p oi n t whe re
,
he w an t s t o do s o m ethi n g for his w i fe ; th e n S i tu a ti o n

I is re s p o n d e d t o a s i t s ugg e s t s a d e fin i t e th i ng t o b e
d on e b uy a v a cuum cl e a n e r .
We m ay loo k at thi s p rin c i ple of mot i v at ion in th i s

way Wh en I d e s ire a n oth e r t o m a k e a re s p on s e he is
.
n ot lik e ly t o m a ke I do t wo thi n g s : F ir s t determin e

, ,
wha t s itu a tion will a r ou s e him to a c tivity , an d s ec on d,

p la n ou t how this s itu a tion a n d my p r op os ition c a n be
,
p r es en ted to him T h e fo rm e r s e cur

. e s t h e g e n e r a l a c
t iv it y , whil e t he l a tt e r d i r e ct s t he s t i r r e d -u p a c t i v it y
i n t o t he d e s ire d ch a n n e l .
P o s s ibly a ll thi s c a n b e m a d e cle a re r by an an a lo gy .
In Pl a t e I is s h ow n di a g r a mm atic a lly a s witch e n g i n e
P lt
a e Im h wi g wit h gi (A) p hi g
D agra
. i B
s dC h d
o n s c en ne us n c ars an a ea
of it dj i i g t k C D b l i k d h i
a n d c a r D on a n a o n n rac . ar c an e en e to t e n s u r an c e
p p i i wh i h wh hit h d p h m l f hi wif i
ro os t on c en id c e u to t e an s
’
ov e or s e s c arr e
l g by h f
a on f h i i ti
t l ( Ill t i g m ti i )
e orc e o t e nst n c ve ov e . u s rat n o v a t on .
I 50 TH E PSYCHOLOGY OF
(A) pu s hi n g t wo c a rs a h e a d o f i t It is a l s o pu s h in g a .
thi r d c a r ( D ) on an adj oi n i n g tr a ck It d oes thi s th rough .
t he u s e o f a he a vy s tick which is we dg e d ag a i n s t t he
e n gi n e an d e xt e n d s di a gon a lly a c r o s s t o t he fr e ight c a r
o n t he a dj o i n i n g tr a ck In thi s wa y t he s witch en gi n e
.
m ov e s c a rs on it s own an d a n a dj oin i n g tra ck .
Now a pply t he s witch e n gi n e an a l ogy t o t he hu s -
b an d s re l a t i on t o his wi fe The switch en gi n e is c a r ry

’
.
ing a lo a d o f fre ight c a rs ri ght a lon g wi thout a n y e ffo rt .
M an y m o re c a rs c ould b e att a ch e d an d a ll wo uld b e

pu s h e d a l ong j u s t a s e as i ly The hu s b an d is c a rryi n g .
a l o a d a n d he a l s o d oe s it with o u t a n y eff o rt Fo r e x .
a mpl e he s uppli es his wi fe with mon e y which a s a

,
.
b a ch e lo r he wo uld s p en d on him s e l f; he goe s t o a

,
mu s ic a l i n s t e a d of t he club et c If he l oves his wi fe , .
s uch thi n g s a re n o m o r e fe lt by him a s l o a d s th a n t he
fre ight c a r s a re by t he fre ight e n gi n e An d b e c a u s e of .
t he s tre n gt h o f h is l ov e m an y m o re l o a d s c a n b e a dd e d
t o t he hu s b a n d j u s t as m a n y m o r e fr e ight c a r s c a n b e
,
a tt a ch e d t o t he e n gi n e .
But s upp os e a new l o a d is p ro p o s e d t o him which is

off t he r e gul a r t r a ck
— s u ch a s t a ki n g o u t i n s u r an c e .
He ma y n ot s ee why he s h o uld a s s u me t he e xp e n s e a t -
fi r s t Co n vi n ce him h owe v e r th a t i t is a n ece s s a ry c on

.
, ,
s e q u en ce o f h is l o ve fo r his wi fe an d y o u c o uple it wi th
his cu s to m a ry a ctiv i ty He pick s up t he n ew bu r d e n

.
j u s t as t he en gi n e picks up t he c a r on t he a dj o i n i n g t r a ck
i
Thi s p roc es s o f c o upli n g a d e s i re d a ctiv i ty with an

i n s tin ct s o th a t t he i mp etu s o f t he i n s t i n ct will s t a rt
,
t he a ct ivity fa v o r a bly is t he p r oc es s o f motiva tion

1
.
,
1
Motiv a t ion as e mpl y d h
o e e re p d
is t he roc es s o f e v e o n g l pi a s en tim ten
as t h tt mi
a er s e mpl y d b y M
o e c Do u g a ll ( S oc ial P s y c hology ) an d by W . H .
Now how do th ese fo ur p a rt s affe ct a re a d er ?

R ough ly we s ee th at :
I The pictu re a ro u s e s h e a rt t h rob
. The m o re
.
we loo k a t it ( a n d we w a n t t o l oo k at it ) t he m o re we
thi n k o f h o m e o f fath e r a n d moth e r o f wh at th ey h ave
, ,
d on e fo r u s All thi s aff ect s p a rticul a r ly t he y ou n g man

.
a w a y fr o m h o m e .
2. The h ea din g i n t en s i fi es this h ea rt t hro b an d a dd s

a n oth e r e l e m e n t t o ir th ought of e a rly a mbit i on s
o n le a v i n g h o m e s urve y o f c a ree r d et e rm i n ati on t o
, ,
m a ke goo d .
3 The c opy fu rth e r i n t e n s i fi e s a ll t he e m ot ion a l fee l

.
in g a n d g r a du a lly direct s t he a rou s e d a c t i v ity t ow a rd

a s p ec i fic a c t .
4 T h e c o u p o n furn i s h e s a s p e c i fic outlet t o a ll th i s
a ro u se d a ct i vity—
.
La t o s ign t he co up on an d m a i l i t
, .
Now c on s id e r in gre at e r d et a il t he r o le th at e a ch of
t he fo u r p a rt s pl ay s :
1. The pictu re a pp e a l s dire ctly t o ou r p a ren t a l in

s t in c t ( fo r l o ve o f p a r e n t s is a m o dific a ti on o f t he in
,
s t in c t which m a kes us l o ve o u r own child r en ) ; a ls o t o
s om e d e g r ee it a pp e a l s t o o u r m a s t e r i n g a n d fightin g
in st i n ct An d a s t he pictu re is s tudi e d m an y o f t he
.
,
m os t fa mili a r a n d r ich e s t o f o u r childh oo d m e mo ri es

co me t o mi n d .
2 The h e a di n g di re ctly a ro u ses t he m as t e ri n g an d

.
fight i n g inst i n ct s an d furth e r i n t en s ifi es t he p a re nt a l

in s t i n ct We a re e xp e ct e d t o m a ke goo d by ou r p a rents
.
an d we d et e r mi n e t o do s o
3 The c opy s t a rt s ou t by s timul a ti n g fu rth e r a ll

.
th es e i ns tinct i ve a ct i viti es a n d th en g r a du a lly presen t s

f i nd out h o w t h e l n i e r n un n n a l
l . (
a
S n a ming . In s
p a re h m ) !
-
In s e l! fu n a he i f e r ~1l m
. .
P L A TE II . I LL U S TRA TI N G THE P RO CE S S OF M O TI V A TI O N
Sit u ation R es p on s e
2 . H e a d ing . d A ro u s a l o f m a s t e r i n g
.
an d fighti n g i n s ti n ct s
an d m o r e o ld i n t e r e s t s .
e Furth e r a ro u s a l o f Re
.
s p on s e a .
R e a d co py .
1, 2, c ont inue d . Fu rth e r a ro u s a l o f Re

s p on s e a a n d d .
3 . Co py . h Th o ught o f c o rr es p on d
.
en c e c o u r s e .
1 R e a d c o up on
. .
2, 3, c on tinue d . Activ i ty a rou s e d in Re

Coup on . s p on s e a a n d d fu se d
Ab s en c e o f oth e r c om with R es p on s e h .
pet ing solutions Sign c o u p on .
t o p ro ble m of how t o
m a ke goo d .
Two s ucces s fu l dve rti s eme nt s h a ve b ee n an a lyze d

a .
The re s u lt s s h ow th a t a v a c u u m cle an e r c an b e s o ld on
t he b a s i s o f a m a n s l ov e fo r his wi fe a n d a co rr e s p on d
’
e n c e c o u r s e c an b e s o ld o n t he b a s i s o f a b o y s l ov e fo r
’
his m oth e r Th eo reti c a lly a n y c o mmo dity o r s e rvic e

.
,
c an b e s o ld o n t he b a s i s o f a n y i n s ti n ct o r v e ry s tron g
a cqui re d i n t e r e s t To do s o h oweve r o ft e n re qu ire s

.
, ,
c re a tiv e pl a nni n g in o rd e r t o c onn e ct t he t wo e l e m en t s
in t he p ro p e r m an n e r A s tudy o f mo d e rn a dve rti s i n g

.
wi ll illu str a t e a s urp r i s in g n umb e r of s uch c ombi n ati on s .
A Fa ul t y O u tlin e A v e ry c ommon ly a cc ept ed ou t

.
P L A TE II I . I L L U S TRA TI N G AN A O V E R T I S FM E N T H
W IT NO
M O TI V A TIO N
th i s an d t he c opy funn el s t he a ct i vit y t o t he d es i re d

,
res p ons e of s ign i n g t he c oup on t he p i cture i n t h e Allen

,
a dv e rt i s e m e nt m e re ly s h ow s t he a ut o t he h e a d i ng s im
,
ply g i ves t he n a me wi th a gen e r a l i d e a att ach e d and ,
t he c o py d e s crib es c e rt a i n fe atu r es o f t he c ar . No one

is s old h e re t he id e a o f owni n g a c ar or of gett in g a n ew
,
on e an d th e re is ve ry littl e o r n o fee li n g a rou se d th at

,
“
t h i s is t he c a r I h a ve b ee n l oo k i n g fo r .
Thi s a dve rti s e me n t is i n s e rt e d h e re t o e mph as i z e t he

e n o r m o u s di ff e r e n c e th a t e xi s t s t o day b e tw ee n p s ych o
-
logi c a lly c omplet e an d i n complet e a dve rt i se ment s e ven

wh en we fin d a dve rti s e r s willi n g t o p ay for one
i ns ert i on in a m ag azi n e The diffe rence b et ween s oun d
.
a n d u n s o u n d s e ll i n g is e qu a lly as p ron ou nc e d .
S UMMA RY
In t he Int e rn at i on a l Co r re s p ond enc e Sch ool adver
t is e me n t a re e xe mplifi e d t he e l e m e n t s e s sen t i a l t o a
s a le . A s itu ati on ( t he pi c tu re ) is p res e nt e d wh i ch at

t he s a m e tim e i n t e r e s t s t he p r o s p e ct a n d a r o u s es in
s t in c t iv e b e h a vi o r
. A goo d s h a r e of t he re m a i n d e r o f
t he a dve rti s e m e n t (he a di n g a n d fi r s t p a rt of t he c opy )
i n t en s ifi e s thi s a pp e a l The re s t o f t he a dvert i sement

—
.
fu nn e l s th i s a ctivity t o t he d es ire d a c t s ign i n g t he

c ou p on And fi n a lly t he a ct it s e l f is m a d e as eas y as
.
p o s s ib le .
ASSI GN M ENT TO BE RE PA RE D
P B E FOR E REA D ING
LE S S ON X I I I
P re p a re an a dve rti s e men t fo r t he Allen a ut omob i le
t h at w i ll b e pro p e r ly m otiv at e d s o th at re a d e rs wi ll b e
g r ipp e d wh e n th e y s ee t h e a dv e rt i s e m e nt a n d will b e
re a lly a rou s e d t o a des ire t o own it Y o u are p e rmitt e d

.
t o d r a w s o m ewh at on y ou r im a gi n ati on a s t o d et a i l s
c on c e rn i n g t he c a r if y o u n ee d t o p res e nt det a i l s i n
,
your a dve rt i s e m e nt Wh a t is w an t e d h e re is t he gen

.
e r a l l a yo ut o f t he a dv e rt i se m en t an d only s uch d et a i ls
as a re e s se nt i a l t o y our s tr at e gy.
LES SON XI I I . MOTIVATION
The Willy s -Ove r l an d Co mp an y a dve rt i s e m en t s h own

in Pl at e IV is an oth e r a d v e rti s e ment wh ich illu s t r at e s
r e a l s e lli n g It a ro u s e s d es i re fo r a c a r a n d focu s e s
.
t he d e s i re up on t h e Ove r l an d .
Thi s a dve rti s e me nt a l s o has fo ur p a rt s a lth ough t he

,
fo u rth is n ot s o p ro mi n e n tly di s pl ay e d a s in t he I nt e r
n ati o n a l Co rre s p o nd e n c e Sch oo l a dv e rt i s e m en t These.
a re
The pictu re .
The h e a di n g .
Copy ( a ) I n t en s i fy in g t he picture an d h e a di n g .
( b ) Foc u s i n g att en ti on up on t he Ov e r
l an d .
Copy ( c ) Emph a s izi n g n ee d fo r i mm e di ate ac

t i on .
The a dve rtis e m en t a pp e a l s p a rtic u l a r ly to me n ,

pe es
c ia lly fa th e r s who do n ot own a c a r . It is n ot ne a r ly s o

s t r on g i n it s eff e ct up on w o men a s is p o i n t e d o u t b e l ow
,
.
In c on s e qu en ce t he e ff ect of t he a dv e rti se m ent will b e

,
di s cu s s e d in t e r m s o f it s eff e ct up on fath e rs .
The p ictu re ( re a lly t wo p i cture s ) an d t he h e a ding

a r o u s e t he fo ll owi n g i n s ti n ct s :
1 . P a ren t a l i n sti n ct —t o t a ke c a re o f child re n an d

m a ke th e m h a ppy .
2 . Se x i n s ti n ct — t o m a ke wi fe h a ppy ,an d h e re
buy Ov e r l an d s th an a n y oth e r m a ke An d e ach a dv er
.
“
t is e me n t like th i s p owe r fu lly imp r e s se s t he n a m e Ov e r
l a n d up on t he mi n d s o f t he re a d e r s who a re n ot re a dy
t o buy s o th a t wh e n th e y do c o m e t o b uy th e y di s c ov e r
—
, ,
th ey p re fe r an Ov e r l an d p re fe rr in g it v e ry l a r ge ly
b e c a u se o f it s g re at e r fa mili a rity a n d b e c a u s e it is c on
n e c t e d in th e i r mi n d s with pl e as i n g wi fe a n d child re n
a n d b r i n gi n g h a ppi n e s s t o th e m s e l v es .
“ ”
In oth er wo r d s t he b omb in thi s a dve rti se men t
,
e xpl o d e s a n a ctivity fa r t oo g re at t o b e a ll c a ught by

“ ” “ ”
an y fu n n e l With o ut a fun n e l t he a dve rti se me n t
.
wou ld s e ll a ut o s but n o t n e c es s a r ily O ve r l a n d s The

, .
b ett e r t he funn e l t he m o re Ove r l an d s will b e s old .
H e re a g a in we s ee th at s e lli n g c on s i s t s i n a rou s in g
, ,
a ctivity an d d i ve rt n t he a ct ivity i n t o t he right
ch an n e l .
Con t r a s t th i s a dve r ti s e men t with t he Allen a dv e r

t is e me n t o f L e s s on XI I t o s ee t he di ff e r e n ce b e twee n
a p s ych o l o gic a lly s ound a n d u n s o u n d s a l e s i n te r v i ew on
p ape r .
Wh en we a pply Sh e ld on s fiv e s t e p s in s e lli n g t o thi s

’
a dv e rti s e m e n t we s ee a g a i n how i n a cc u r at e ly t he pl a n
,
a cc o u n t s fo r t he p r oc e s se s a ctu a lly a t w o r k he re In
.
t e re s t a n d d e s i r e a re a r o u se d i n s t a n tly I n s t ea d of fiv e
.
s t e p s t he re a re r e a lly on ly t wo in thi s c a s e :
I . A ro u s i n g i nt e re s t a n d d e s i re s imult an e ou s ly .
2 . Di re cti n g a ro u s e d a ct ivity t o purch a s e of Ove r

l an d .
In p as s i n g a wo r d s h ould b e s aid as t o t he d efect o f

,
thi s a dve rt i se men t A mother gl anc ing at t he p ic t ure

.
put s h e r se l f mo re o r les s i n t he pl a ce of t he wo m an in
t he a d v e rti s e m en t Imme di at ely he r re s pon se t o t he
.
t he e mot i on of prid e in s uch a m an n e r th a t t he q
u a lity
o f p r id e wa s bettered Wh at he s a id was a b out like

.
th i s :
“
The fa s hion s thi s wi n t e r will b e pl a i n The li n e s
‘
.
o f g a rme nts will b e pl a i n a n d t he goo d s s ubdue d in

,
p att e rn an d c o lo r s Y o u w a n t t o d re s s in s uch a wa y
.
,
o f c o u r s e a s t o s ugges t t he s o b e r c on diti o n s o f wa r
, A .
man will n ot b e in fa s hi on thi s wi n t e r if his w a r d ro b e is

in c on t r a s t with t he co u nt ry s fee li n gs
’ ’
.
“
The p ros p e ct t oo k gre at p r ide in i m a gi n i n g him s e l f
a s a le a d e r o f fa s h i o n in s ubdu e d clothe s T hat p r id e
‘ ’
.
was u nwo rthy But t he s a les m an ha d li ft e d it an d b et

.
t e re d it c on s id e r a bly by s ugges t i n g t he n o bl e r e m oti on
o f p a t r i oti s m The a pp e a l was m a d e t o a w ron g

.
motive but m a d e in t he ri ght way I t wa s ethic a l

, .
,
witho ut d oubt t o wo r k on t he b uye r s p re d o m i n a nt

,
’
fee li n g s in tha t m a nn e r .
“
If t he s a l e s m an h a d s a id Y o u a re a p a t r i ot ; th e re
‘
fo re y o u will buy th e s e c o lor s a n d p att e rn s which a c

co r d with t he s ob e r a ttitud e of a p e ople at war t he ,
’
p ros pe ct i n st an tly wo uld h ave t a ckle d th a t s t at e men t

with his mi n d with s u s picion an d pro b a bly w ith t e
,
s is t an c e t o t he e xt e n t o f o pp os iti o n He would n ot h a v e
.
w an t e d t o b e a p a triot b ut j u s t a fa s hi on pl at e The
, .
e moti o n o f p a t ri oti s m wa s s ugge s t e d on ly The p ros .
p ec t fo u n d him s e l f fe e li n g p atri otic He s we lle d with .
p rid e in hims e l f a s a p at r iot an d b o ught t he n ew o utfit

,
he d e s i r e d n ow a s a p atri ot The re fo re in t he i n s t an c e
.
,
cit e d t he fop a ctu a lly wen t a b o ut t a lki n g p at ri oti s m a s

e xe mplifi e d in his cl ot h es S o t he s al e s m an kn ew he
.
ha d sec ure d prec i se ly t he re s ult he wo r ke d fo r wh en

S ELLI NG LI FE INSU RANCE 163
he pe rfo rme d t he proc e s s es of p e rs u as i on an d creat ing

”
d e s ire .
M OTI VA TI NG A L I FE I N S URA N C E
-
SA LE I NTER V I E W
R e fe r a g a i n t o t he s a les 1nt e rv iew b etwee n B a gle y
a n d B a rn e s in Le s s o n I Le t u s s ee how i t e xempl i fi e s
.
t he p o int s m a d e in th i s a n d t he p r e c e di n g l e s s on .
“
A ft e r i n troduc i n g him s e l f B a gley s ay s , I b e lie ve ,
”
y o u h a ve a s on O f c o urs e he s n ot O ld e n o ugh t o
’
.
,
” “ ”
g o t o c olle g y
e et is h e?
, ( Son a ro u s e s p a ren t a l in
”
s t in c t ; c olle ge a ro u s e s a ve ry s t ron g a cquire d in
t e re s t ) .B a rn es re pli es w i th a l a ugh th at t he b oy i s n t ’
o ld e n ough t o go t o c o ll e ge His a ttit u d e an d re m a rk s

.
p rove c on clu s i ve ly t h at t he s itu a ti on put t o h i m by

B a gle y h as a ro u se d his i n t e re s t a n d a cti v ity .
B a gley ne xt di s cu s s es c ollege edu c a tion A ft e r s ome .
c o n v e r s ati on he li n k s c olle e edu c a t ion with li fe in s u r

g
an c e .The c o mbi n ati on is a n ew ide a t o B a rn e s B e i n g
!
.
n e w he c a n t re a ct t o i t It mu s t b e cl a s s ifi e d u n d e r
’
, .
s o me k n own h e a di n g a n d s o he mu s t r e ply in s o m e s uch

,
“ ”
way as I d on t u n d e r s t a n d j us t wh a t y o u m e an Bag
’
, .
le y th e n proc ee d s t o e xpl a i n t he pl a n A s he d e m o n .
s t r a t es his p ro p o s it i on he a l s o c on ti n u es t o a r o u s e
B a rn e s s in s ti n ct ive an d a cq ui re d i n te re s t s Not e th e s e
’
.
p hr a s es a s typic a l :
“
Educ a t i on al p olicy i n s ure s y ou r b oy a c ollege edu
”
c at ion .
“
Sc a le o f liv i n g t o which y o u h a ve a ccu s t o me d yo u r
a —
f mily n ot s u ffi ci e n t i n c o me t o s u p p or t fa mily if y o u ,
”
die , a n d s en d b oy to c ollege .
12
1 64 TH E PSYCHOL OGY OF
You would feel ha pp ier t o kn ow his c olle ge e duc at i on
wa s p rov i de d fo r .
“
A high s p ir ited b oy wo uld prob a bly h es it a t e t o
-
a ll ow his m ot he r t o s e n d h i m t o c o lle ge if i t i nvolve d

“ ”
s a c r ific e on his mother s p a r t
’
.
“
Wo r ki n g his way through c ollege a d i s t in ct
h an dic a p ; s t udies s uff e r n o m att e r how c on s c ien tiou s

,
”
a nd in du s tr iou s he ma y b e .
Ab o ut on e fath e r in fiv e d oe s n ot live lon g e no ugh

”
t o s ee his b oyth rough c olle ge .
—
D oct or Ke ll a r his b oy n o lon ge r at T a ft Sch oo l
go i n g t o c olle ge will b e a s ou r ce of s o me e mb a r r as s ment
”
t o him an d t o his m oth e r .
“
Yo ur b oy b e n e fit of c olle ge n o s ac r ific e
by m oth e r i n d e p end en t of a n y on e colle ge

”
wo rk will n ot s uffe r .
“
Is th e re a n ythi n g e l s e th at wo uld m a ke him mo re
a pp re ci at i v e o f h is fa th e r an ythi n g e l se th a t w o uld
,
mo re s u re ly t en d t o kee p a l i ve in his h e a rt a ll his li fe a

d ee p affe cti on an d high re g a r d for t he m e mory of his
fath e r ? The fact th a t his fa th e r h a d t he fo res ight an d
t he sen s e o f r es p on s ib i lity an d t he l ove fo r h i m t o p ro
vid e fo r his c o lle ge e duc ati on would s ee m t o him t he

m o s t c e rt a i n evid en c e of a ll th at his fath e r was t he
”
ki n d o f fath e r he ha d a lw a ys b e lie ve d h i m t o b e .
( Di rect a pp e a l t o p a re nt a l a n d m a s t e r i n g in s t in ct s a l so ,
i n di rect a pp e a l t o d e s i re for a pp rov a l wh i ch B a gley is ,
i mplyi n g will or w i ll not b e given him a cc or d in g as he

b uys or n ot ) .
B a rn es s re ply cle a rly s h ows he is res p on din g t o t he

’
s itu a ti on s a s i n t en d e d He s a y s Th at is a fin e p ropo
.
“
,
s ir i on ,M r B a gl ey I m ve ry much i nt e res te d
. .
’
.
with wh at t he p ro s p ect is i n t e re st e d in Th en i t will
.
mo ve a l on g t h ro ugh his mi n d e as ily an d with i n t e res t .
He will fi n a lly b u y b e c a u se he w an t s t o .
A SSI GN M ENT TO BE P RE P A RE D B E FORE RE ADI NG

LE S S O N ! I V
P re p a r e a qu a rte r p a ge a dve rt i s e men t for yo ur news
-
p a p e r which will m a ke men s t o p t o rea d i t an d a rou s e

within t he m a d e s i re for i n s u r an ce .
LESSON XIV MAN S INSTINCTIVE B EHAVIOR .
’
TOWARD OBJECTS AND ANIMALS
Towa rd o bj e ct s a n d an im a l s m an i n s t i n ct i ve ly re
a ct s in a r a d i c a lly di ff e re n t m a n n e r fr o m t he wa y i n
which he re act s t o hum an b e i n g s A s we h a ve a l re a dy .
s e en in t he l att e r c as e he d es i re s n otice a n d a pp r ov a l
,
o f him s e l f a n d wh a t he is d o i n g But an obj e ct o r a n i

.
ma l unle ss l a r ge c a u s e s man t o l oo k at i t a pp ro a ch i t
, , , ,
e x a mi n e i t w i th b o th e y e s a n d h an d s an d m a n ipul at e ,
i t Thu s do we loo k ove r an a ut o a r t i cles for s a le o r

.
, ,
o bj e ct s i n t he w oo d s .
A s p re v i o u s ly p oi n t e d ou t in L e s s on VI I I we in s t inc ,
t iv e ly en j oy loo k i n g at o bj e ct s li s t e n i n g t o th e m s m e ll
, ,
in g t a s ti n g an d fe e li n g o f t he m An d we e n j oy m ovi n g
, , .
o u r own b o dy in pl a y as a child o r in a t hl e tic s s k at i n g

, , ,
d a n c i n g et c as a dult s M os t a mu s e me nt s a re i n t e r
, .
, .
e s ti n g be c a u se th e y p r ovid e n ew s t imul ati on s o f o u r
s en s e o rg an s a n d c a u s e b o d i ly m ov e m e n t s We e nj oy .
r idi n g in an a ut o s a i li n g in a y acht p a ddli n g a c an oe

, , ,
fo r th e se re a s on s .
Th e re a re s ix r ath e r d e fi n it e i n s ti n ct s c a u s i n g s uch
b e h a v i o r t ow a r d O bj e ct s which d es e rv e t he a tt en ti on
o f th os e who d es ir e t o i n fl u e n c e oth e r s The y a re dis .
cu s s e d p ri m a rily from th at p o i n t o f vi ew .
I . V I S U A L E X P LORA T I O N A ND MA N I P U LA TI ON
Obj e ct s p a rt i cul a rly s m a ll on e s o r th o s e in m ot i on
, ,
c a u s e ma n t o loo k at th e m a ppro a ch th e m a n d fi n a lly

, .
t a ke t h e m in t he h and an d m an i pul at e th e m The .
s m a ll ch i ld a lm o s t c e a se l es s ly goe s th ro ugh t h i s fo r
mul a A r attl e a ffo rd s a b a by a world o f a mu se men t

.
th ro ugh it s s timul ati on s o f ey e e a r an d fi n ge rs

, , .
E a ch m an ip u l ati on b r in g s n ew st imul ati on s i n an

a lmos t un en din g s e ri es The a dult re s p on d s q uit e
.
s imil a r ly W at c h yo u r se l f fo r a few minut e s an d s ee

.
how m a ny o bj e ct s a re u s e l e s s ly foo le d w i th . Smo ki n g

und o u b t e dly is a ttr a ct i ve l a r gely b e c a u se i t affor d s a
ch an ce t o kee p t he mo uth p a rt s a n d finge rs mov i n g an d
t o s e e thi n g s h a pp en M e rch an t s mu s t kee p the i r goo d s
.
b ehi n d gl a s s c a s es t o kee p th e i r cu st ome rs fro m h an dlin g

t he m How m an y c an refr a i n fro m h an dlin g a n ew h a m
.
me r o r l ock o r e ve n n a il s wh e n purch as in g th em in a
, ,
h a r dwa re s t o re ?
S a les men c a rry s a mples for a numb e r of re as ons .
B ut on e o f t he chi ef rea s on s is t o m a ke an a pp e a l t o
thi s i n s ti n ct i ve d es i re t o loo k at an d h an dle s m a ll ob
j ec t s . B e c a u s e w e w a n t t o d o s o t he
, s a l e s m a n c a n
e a s ily d ive rt u s fr o m o u r wo r k a n d get o u r i n t e r e s t .
But s e ld om c an he s e ll u s on t he b as i s o f me re man ip u
l ati on Often a s rec o r d e d in Le s s on VI c ont i n ue d
.
, ,
m an ipul ati on i n t e r fe re s with m a k i n g t he furth e r im

p res s i on e s s en ti a l t o a s a l e It is much b ett e r a fte r
.
i n t e res t ha s b ee n a ro u se d t o r e m ove t he s a mple b e y on d

re a c h s o th at t he buye r s i ns ti n ctive d e s i re t o man ip u
,
’
l at e (n ow inte rfe re d with ) may o p e r at e a s a furt he r

i n c en tiv e fo r buyi n g .
Not e how H a rr i n gt on utilize d th i s i n s ti n ct in kee pi n g

Ald e r s on in t e re s t e d He e x a mi n e d t he Win d s o r ch a i r
.
,
imme d i at e ly c a u s i n g Ald e r s on t o do likewi s e a n d t o c a ll

t o mi n d m an y i n t e r e s ti n g it e m s a b o u t t he ch a i r . As a
p u tti n g it in t he m o uth o r o f gen e r a l m a n ipul ati on or

, ,
b oth The s ight o f an oth e r hum a n b e i n g go i n g fo r t he

.
o bj e ct o r bu s i e d with it s t r en gth e n s t he t e n d e n ci es
t ow a r d p o s s es s i on To re s i s t an c e t he re s p on s e is p u ll
.
in g an d twi s ti n g t he o bj e ct an d pu s hi n g aw a y wh oe v e r
o r wh a te v e r is in t o uch with i t F a ilure t o get n e a re r .
,
wh en on e h a s m o ve d t ow a rd s uch a n o bj ec t of att en ti on ,
a n d fa ilure t o gr as p i t wh en on e r e a ch es for i t p r ov o ke ,
an n o y a n c e mo re vigorou s res p on s es o f t he s a me s o rt
,
as b e fo re an d t he n e u r a l a ct i on wh ich p r o duc es an
,
”
e m oti on which is t he p r imiti v e fo r m o f d e s i re .
“ ” “
The re is o r igi n a lly in a ddit ion a bli n d t en d en cy
, , ,
“
s ays Th o rn dike ! t o t a ke p o rt a ble o bj e ct s which
.
att r a ct att e n ti o n a n d c a rry th e m t o on e s h a bit a t i on

’
, .
Th e re is t he furt he r res p on s e of s ati s fa cti on a t c on

t e m p lat in g a n d fi n ge r i n g th e m th e r e The s e t e n d e n ci es .
c o mmon ly c ry s t a llize i nt o h a bit s of c ollect i n g an d s t o r

in g c e rt a i n s o rt s of o bj e ct s wh os e p os s es s i on h a s a ddi
t ion a l a dv a n t a g es Thu s mon e y m a r ble s s t r i n g s
.
, , , ,
s h e ll s cig a r t a gs a n d pict u re p o st a l s b e c o me fa vo r it e
, ,
o bj e ct s by th e i r p owe r in e xch an ge c on v en i en c e o f c a r ,
ria ge p e r m an en t att r a ct iven es s an d utility in pl ay

, , .
But cle a r e vid en ces o f t he o r igi n a l t en d e n cy may re

m a i n a s in t ho s e who fee l a c r a vi n g t o g ath e r o bj e ct s
,
wh i ch th ey k n ow will b e a n ui s an ce t o th e m o r who
c an not b e a r t o dimi n i s h h o a r d s which s e rv e n o pu r p ose
s a v e th a t o f b e i n g a h o a r d So o f t he ma n who s t o l e
.
ut e n s i l s fro m his own kitch en t o i n c re as e his h o a r d an d

”
b o ught s ub stit u t e s !
F ro m th ese s imple fo rms o f a cqu i s i t i on an d own e r
s hip ou r c o mplic at e d id e as o f own e rs hip d e v e l o p
1
E L Th
. d ik p it p 5 3
. orn e, o . c , . .
th rough c on t act wi th t he s oc i a l cu st om s of t o-day .
Th e s e a re h a bit s b a se d up on fu n d a ment a l i n s t i nct i v e

re s p on ses an d s h a re w i th i n s tinct i ve b e h a v i o r it s ve ry
s t ro n g t en d e n cy t o a cti on — a ct i o n th a t a b s o r b s o u r
i n te res t a n d s at i s fi e s u s tre me n d o u s ly IntErfe ren c e

.
with o u r b e h avi o r a l on g th es e l in e s a rou ses e qu a lly

s tro n g r ese n tm e n t .
Con t r a s t t he an noy a n ce fe lt by a h ou s e h old e r at

lo s i n g $ 100 in a b u s i n es s d e a l a n d at h a vi n g his n e igh
b o r s chicke n s e a t up s ome o f his lettuc e o r h av i n g a
’ '
n e ighb o r s dog kill o n e o f h is own ch i cke n s

’
On e h u n .
d re d d o ll a r s which we do not see a r ou s es little in s t in c

, ,
tive i nt e re s t but let tuc e an d ch i cken s a re o bj e c t s in

,
which W e a re ve ry c on s ci o u s ly i n t e re s t e d an d t he lo s s
o f which is l on g r e m e mb e re d .
An oth e r con t r a s t o f thi s s o rt may m a ke t he p o i n t

s till c l e a re r t o a n i n s u r an c e s a l es m an . The a v e r a ge
e mpl oy e e will s h ow m o re e n thu s i as m o v e r r e c e i v i n g a
t u r ke y fro m his e mpl oye r at Ch ris tm a s tim e th an t he

a n n o u n c e m e n t th a t t he c o mp an y h a s t a k e n o u t
o f i n s u r an c e p a y a bl e t o h is wi fe a t his d e ath P a rt ic u .
la rly is thi s t r u e if t he e mpl oyee d oe s n ot re c e i v e a n

in s u r an ce p olicy c ove r i n g t he t r an s a cti on I n s ti n ctive ly
.
we e n j oy o bj e ct s we c an m an ip u l at e o r e at ; we h a ve
n o i n st i n ctiv e i n t e r e s t in a b s tr a ct thi n g s o r in s e rv i ce
t o b e re n d e r e d a l o n g t i m e in t he future .
In i n fl u en ci n g oth e r s th e n thro ugh a pp e a l s t o ac

, ,
q u is it io n a n d p o s s e s s i on
, we s h o uld e mph as ize n ot
p os s es s i on o f big o r a b s tr act thi n g s li ke a lot or h ou s e ,
but r ath e r s m a ll obj e ct s ne c e s s a r i ly l i n ke d up w ith

th e m a s t ree s on t he p r o p e rty t he g a r d en an d s p ec ifi
, , ,
c a lly t he s e p a r at e o bj e ct s in t he g a r d en Old age in .

-
s ur an c e is a ve ry gen e r a l prop o s itio n fa r rem ove d from ,
a n d h a v i n g n o r e l a t i o n t o o u r i n s ti n cti v e li fe But it .
c a n b e m a d e O f i n s ti n cti v e i n t e re s t th r o u gh s h owi n g th at
thi s o r th at h o bby o r c o lle cti on o r g roup o f o bj e ct s c an

, ,
o nly b e p o s s es s e d in o ld a ge if o n e h a s s u ffi ci e n t inco m e .
3 . E A T I NG
Man wh ole he a rt e dly en j oy s e at i n g A c on s i d e r a bl e
- .
p o rt i on o f h is e nti re a ctivity is d e vot e d t o p rov idi n g

e a t a bl es an d di s p o s i n g o f th e m a t t he t a bl e In o r d e r .
t o e at ma n will e xe rt him se l f t r e me n d o u s ly Pictu re .
t he s t r uggle s o f s e ttl e r s l o s t in D e a th V a lle y t o r e a ch
foo d a n d w at e r Thi n k of t he e xe rti on s of a ll of u s th at

.
we ma y e a rn m on ey fo r foo d an d n ot on ly foo d t o kee p

,
b ody a n d s o ul t oget h e r but a dditi on a l foo d s imply an d

,
s o l e ly fo r t he s a ke o f e n j o ym e n t .
The i n s ti n ct of e ati n g h a s b een u s e d fr o m tim e imme

m o r i a l a s a n a id t o s e lli n g The m eeti n g o f s a l e s m a n
.
a n d buy e r o v e r t he di n i n g t a bl e is t oo fa mili a r t o n e e d
di s c u s s i on All o f u s c an p o i n t t o s uch occ a s i on s wh en

.
t he s e e mi n gly I mp o s s ibl e was a cc o mpl i s h e d with s u r
p ri s i n g e as e M an y a s ubu r b an t r a ct ha s b een s o ld
.
th rough vi v id pictu r i n g o f fres h milk e gg s a n d v e g , ,
e t a bl es t o b e r a i s e d by t he own e r him s e l f An d m an y .
an a pp e a l t o a p r o s p e ct t o p r ot e ct h is fa mily o r t a ke
p ro vi s i on fo r his o ld a ge m ay b e i nt e n s ifi e d by m a ki n g
h im fee l t he di ffe ren ce b etwee n b oile d t ri p e an d a we ll
broi le d p o rt e r h o u s e s t e a k .
4 . A V O IDA N C E A ND RE P UL S I O N
B itt e r an d oily thi n gs in t he m outh s l i my w r ig , ,
gl i ng a n d cree pi n g thi n gs on on e s fle s h t he s i ght an d

,
’
,
t he o n ly way in t he wo r ld t o ge t y o u r fri end on t he
ph one is t o t a ke d own t he re c e i v e r an d give his ph on e
n umb e r
— a ve ry e a s y an d s impl e m att e r . No a m ount
“ ” “ “
of l a mb as ting t he ph on e o r cu s s i n g it or ha
, ,
”
ra n gu in g t he o p e r at o r get s y o ur fr i e n d t o t he p hon e .
A hum an b e i n g c a n b e a ro u s e d t o a ctivity in m an y mo re
w a y s th a n a te le ph on e s y s t e m B ut n ot e ve ry m eth o d
.
will wo r k A v a s t a mo u n t o f mon ey a n d e n e r gy
.
di re ct e d t ow a r d a rou s i n g u s t o e limi n at e unh e a lthy

c on diti on s an d impu re food may n ot b r i n g t he v ot e rs
t o t he p o ll s B ut t e ll a wom a n he r child ren a re e at i n g
foo d c on t a m i n at e d fro m a p r ivy or th at t he c a ke s he
e a t s is m a d e fr o m r ott en e ggs with t he m a ggot s s i e v e d
ou t, a s Mc C a n n did i n New Yo rk C i ty a n d s o m ethi n g

,
h a pp en s .
Vi ewi n g thi s In s t in ct i n t he light of i n s ur an ce i t ,
would s ee m of mo s t u se in t he fi eld o f t he en d owme nt

p o licy o r o f s ickn e s s b en e fit In b oth of thes e c a s e s t he
.
s a l e s m a n is a p t t o lay s t res s on t he c o m fo rt it w o uld b e
t o b e a s s u re d o f pro p e r c a r e in o ld a ge o r in ill n es s .
Bu t it mu s t b e r e a lize d t h at wh en a man is y ou n g a n d
'
we ll s uch an a pp e a l m a kes little i mp re s s ion Acc or d .
in gly it is fre que n tly h e lp ful t o c on ve rt t he a ppe a l

,
i n t o a n i n cit e men t di re ct e d t ow a r d t he a void an c e a n d

re pul s i on i n s t in ct Th u s a c on tr a s t may b e d r awn
.
,
b etwee n t he p os s ibility of go i n g t o A r i z on a a n d b e i n g
cure d of tub e r cul os i s an d t he n ec e s s ity o f s t a yin g in an
un fa vo r a ble cl i m at e an d of c on s t an tly s uffe r i n g from
h o rr ible h em or r h ages Or a c a s e may b e c i t e d of t he
.
di s g us t i n g n a us e a res ult i ng fro m a s t om a ch tumo r an d

of t h e re li e f in b ei ng a bl e t o aff o r d a n op e r a t i on .Al
w ay s in s uch a s a les t alk h owe ve r c a re mu st b e t a ken
, ,
’
n ot t o be t oo u n ple a s a n t or t he p ros p ect
,
s e nt i re a tt i
tud e may b ec o me u n fa vo r a ble .
5 FOOD GETT I NG -
, U T NG
H N I
Ma n i n s ti n ct ive ly l o ve s t o pu rs u e s m a ll e s c a p in g oh
c tch th m d di m e mb e r th e m Th om
j e c t s t,o a e an t o s ,
.
dike l a ptly e xpl a i n s how th i s i n s ti n ct very n e c e s s a ry ,
t o man wh e n in t he s a v a ge s t at e b e co mes twi s t e d ,

“
a n d w a rp e d u n d e r civiliz e d c on diti on s He s a y s : The .
p res enc e o f th i s t en d en cy in m a n s n a ture u n d e r t he ’
con diti on s of civilize d li fe get s him little foo d a n d much

t roub le Th e re b e i n g n o wild a n im a l s t o purs u e c atch
.
, ,
an d t o r m e n t i n t o s ubmi s s i o n o r d e ath h o u s e h o ld p et s , ,
y ou n g a n d timid child ren or e ven a unt s gov e rn e s s e s , , ,
o r n u r s e m a id s if s u ffici e n tly yi e ldi n g p ro vo k e t he t e

, ,
s p on s e s fro m t he y o u n g The o ld e r i n dulge t he p ro

.
p e n s it y a t gr e a t c o s t o f tim e a n d m o n e y in hunt i n g
b eas t s or at s till g re a t e r c o s t o f m a n ki n d in b ou n din g
,
Q u a ke rs a b o liti on i s t s Jews Chi n a m en s c a b s p rop h

, , , , ,
et s o r s u ff r a g e tt e s o f t he n o n milit an t v a r i ety
, Te a s i n g .
,
bully i n g crue lty a re thu s in p a rt t he res ult s of on e of

, ,
n a tu re s m e a n s o f p r o vidi n g s e l f a n d fa mily with foo d ;

’
a n d wh a t g re w up a s a pill a r o f hum a n s e l f s upp o rt -
h as b e co me s o e xt r a v a g a nt a luxury as t o b e alm ost

”
a v i ce .
Th e re a re few men who h a ve ne ve r hu n t e d o r

fi s h e d a n d th e re a re fewe r s till who a re n o t in
,
te n s e ly int e res t e d in s t o r ie s of s uch e xp e r i e nc e s p a r ,
t ic u la rly if o pp o r t u n ity is giv e n th e m t o s w a p y a rn s
with y o u .
1
E L Th
. . d ik p it p 5 3
orn e, o . c .
, . .
In s e lli n g i n s u r a n c e th i s i n s ti nct c a n b e o f l i ttle u s e

in a ro u s i n g d es ir e o r a cti on fo r y o u r p r op os i t io n Po s .
s ib ly, h owe ve r s o me s a le s m an will di s c ov e r a meth o d

,
n o t n ow k n own fo r it s u s e in thi s re s p e ct B ut i t c a n
.
b e utiliz e d in g e tti n g a cqu a i n t e d with a p ro s p e ct o r in

int e res ti n g h im a t t he c o mm e n c e men t of t he s a l e s i n t e r
v i ew . A n d it c a n b e u s e d ve r y e ffe ct ive ly by a s a l es
“
m a n a ge r in gi n ge r i n g u p a s a le s fo r ce by offe r i n g as
-
p r i z e s fo r e ffe ct ive s e llin g t he u s e o f hu n ti n g l odge s d u r

in g t he a utum n o r m e mb e r s hip in s om e fi s hi n g o r h un t
in g club .
6 . CU R I O S ITY
To c e rt a i n o bj e cts ma n re s p on d s by p ay i n g a tt e n ti on
t o th e m a n d u s u a lly by a pp r o a chi n g th e m If a n .
o bj e ct a pp e a r s h a r ml e s s man a pp ro a ch es s till clo s e r

, ,
fi n a lly pickin g it u p if it is s m a ll e n o u gh an d t u m
, ,
in g it ove r a n d o ve r In s uch c a s e s t he i n s ti n ctiv e

.
b e h a vi o r b e co m es th at o u tli n e d u n d e r t he h e a di n g
o f vi s u a l e xpl o r a ti on an d m a n ip u l ati o n The fu n d a
.
m en t a l b a s i s o f a ll s u ch a c ti on s ee m s t o lie in t he fa ct
th a t man mu st h a ve a s t e a dy s t re a m o f i n c o min g im
p res s i on s thro ugh his ey es e a rs a n d o th e r s en s e o r g an s
, , .
H en ce wh en he ce a s es t o p a y a tt en ti on t o on e o bj e ct
,
he n atur a lly c o mm e n c es p a yi n g a tt e n ti on t o a n oth e r .
The di ffi culty in d es c r ibi n g thi s i n s ti n ct is s imply t he

di fficul t y o f d es c r ibi n g t he s itu a ti on s which a ro u s e it .
P o pul a r opi n i on t o t he c on tr a ry m a n is fa r fro m b e ing

,
cu r i ou s a b o ut m o s t O bj e ct s a n d p ro c es s e s th at might
s timul a t e him . My s m a ll chil d r en fo r e x a mpl e n ev e r
, ,
n a tur a lly e xhibit e d a n y c u rI O s It y a s t o how a ph on o
g r a ph o r t el eph on e or s t r ee t c a r work e d o r a s t o how

a llb o ut thi s i n s ti n ct If i t is re lie d up on on e wi ll e x

a .
,
p ec t c u r i o s ity fa r m o re oft en th an on e will get it Con .
se qu e n tly m a k e u s e o f t he oth e r i n s ti n c tive i nt e r e s t s
a n d a l s o o f a cqui r e d i n t e re s t s a s di s cu s s e d in t he n e xt
t wo l e s s on s .
TW O A D D I I T ON A L RA CTER I S T I C S OF B E HA V I OR
C HA
Two a dditi o n a l c h a r a ct e r i s tic s o f b e h a vi o r s h o uld b e
no e t d .
Fa t igu e an d All b ec o me ti re d a n d a re re s t e d
I n ert ia .
,
a ft e r s l ee p Thi s We a r i n e s s is t he ch a r a ct e r i s tic k n own

.
“
as fatig u e A s o mewh a t s imil a r ch a r a ct e r i stic is
th ta o f
“
i n e rti a ”
— th at is a c e r t a i n a m ou n t o f
,
e n e r gy mu s t b e e x e rt e d b e fo re a mu s c l e will m ov e .
If a p r os p e ct is r e s ti n g q u i etly in his ch a i r a c e r ,
t ai n di s ch a r ge o f e n e r gy is re qui re d b e fo re his mu s cl es
will m ov e If he is fatig u e d s till g re a te r eff o r t will
.
,
b e re qui re d B ec a u s e of thi s fa ct it is we ll t o s tir t he

.
,
p ros p e ct up t o m ovi n g a b ou t b e fo re a s ki n g him t o

s ign ,as i t is phy s ic a lly e a s i e r fo r him t o w r ite his
n a me wh e n he is a ctiv e th a n wh e n he is i n a ct iv e
.
.
I n d ivi d u al D iff e r e n c e s Alth o ugh a ll me n h av e t he

.
i n stinct s d es c ri b e d a b ove th e y p ro b a bly do n ot h a ve

,
th e m in t he s a me d eg ree In s o m e men t he fighting or

.
se x o r p a r e n t al in s ti n ct s are much s t r on ge r t h an in oth e r
men O r at le as t c as u a l i ns p e cti on wo uld s ugge s t thi s

view The re a re n o dat a on t h i s s ubj e c t t o—
.
,
. day But .
a g re at m a s s of d a t a h as b een s e cu r e d r e l at i v e t o how
i n dividu a ls diffe r with re s p e ct t o inte lligen ce or men ,
t a l a le rtn e s s In th es e res p e ct s men r an ge a ll t he wa y

.
fro m idi ot s t o gen iu s es In Pl at e V is s h own a di a g r a m

.
m atic e xp res s io n of t he di st ri buti on of the se diffe re n ce s .

In middle are t he g re a t bulk ( fi fty p e r c en t ) o f

t he
—
hum a n b e i n g s ave r a ge h um a n b e i n g s A s we proc ee d .
t o t he l e ft we h a ve i n d i v i du a l s s lightly b e l ow t he a v e r
,
“ ”
a ge ; dull p e rs on s ; m o ron s w i th in te llige nce a p p roxi
m a t e ly e qu a l t o child re n fr o m a bo ut e i gh t t o t en yea rs ;
o
Idi t Imb e M oo Du ll Be wlo A ve ra ge o
A b v e L c a Ta e n t o l l B ri l
l n
r
ci e A vera ge A ve ra g e Le a d ers ed han t
l V A ml f
P at e f d i t ib i
. d i id d i t w l g p
n or a s u r ac e o s r u t on v e n o t e ve ro u s
sh wi g l
o dg
n f g l i llig
e ev en ( h w middl g
e rees o p e n e ra nt e en c e t e t o e rou s a re
g th
to e id d ypi l f
er c ons g i t ll i g
ere ) as t ca o a v era e n e enc e .
N T I th i d i g m h
O E f
-
ni d i id d h t h i
a ra l t s u r ac e s so v t a t n t erv a s
q l I h w d h diff
. s e e e
l g h b li t ne a re e i g l ua n Ot er or s, t e ren c e s
q l Th
a on e as e . e n e n e ra
i llig
nt e b w y w g p et an m k d ff
t o rou a re e ua e a re a s s o
q l Fif y p
en c e een s . ar e o
a re not e f h ua i . t pp l i f h
er c en t o t e e n t re o u a t on o t e
U i d S w ld b pl d i h w middl d ig d “
n te t at e s ou e ac e n t e t o e a re as es n at e av e r
a e
g O. h
1:
h h d b t p n t t f h p p l ti w ld b i
e ot er an , a ou 2 e r c en o t e o u a on ou e n
l d d i h l t th g p
c u e n t h l fte as ree rou s at t e e .
i mb ec ile s wi th in te llige n ce of fro m t wo t o e i ght ye a rs ;

an d idi ot s w i th i n t e llige nc e o f th a t a t bi rth t o t wo
ye a rs The re m a i n i n g one th ou s a ndt h of on e p er c e nt o f

.
-
t he i n fe r i o r p o pul at i on c a n p os s ibly b e th o ught o f a s
b e i n g t oo i n fe r i o r t o live a n d s o c on s t i tut e a fr a cti on of ,
th o s e who a re b o rn d e a d In t he s a me wa y we ma y .
divid e o u r s up e r i o r i n dividu a l s proc ee di n g fro m t he

m iddle gro up ou t tow a rd t he r i ght
g
App a re ntly we .
,
h a ve n o t e rms t o c ove r th e s e s up e r i o r i n div i du a l s s o ,
th at t he e xp re s s i on s u s e d h e r e h ave n o s t a n d a r d m ea n
“
in g . To t he r ight o f t he g ro up e n title d N a t i on a l
”
Le a d e r s c o mp r i s in g
, in a p opul at ion of 100 ,
a re s till i n dividu a l s n ot t o b e ove r loo ke d :

Th e y c o mpris e o u r mos t v a lu a ble men ou r gen i u ses , ,
” 1
et c .
The impl i c ati on f th i s is

t h at p eopl e do not d i v i d e
o
i n t o s h a r ply d e fi n e d g ro up s a s br i ght an d dull bra ve , ,
a n d c ow a r dly h on es t a n d d i s h on es t re ligi ou s an d
, ,
a th e i s tic t a ll a n d s h o rt
, an d t he lik e M os t o f th e m
, .
a re v e r y much a like i n t he m a i n me r e ly d i ff e r i n g fr o m ,
t h e a v e r a ge in g re a t e r o r l es s d e g ree .
Thi s s a me c on cl u s i o n a ppli es n ot o nly t o gen e r a l in

t e llige n c e but a l s o t o m o r e s p e c i a liz e d c a p a citi e s s uch
, ,
a s m a th e m a tic s mu s ic p a i n ti n g t oo l m a ki n g a n d t he
, , , ,
like The m a j o rity of u s if given t r a i n ing in thes e re

.
,
s p e c t s wo uld b e c o m e fa i r ly g oo d i n a ll s uch s p eci a liz e d

,
c a p a citi es A few wo uld b e co me v e ry s ki lle d an d a few

.
,
oth e r s wo uld l e a rn little at a ll .
The s a le s m a n s h o uld e xp ect diffe rence s in i nd i

.
v id u a ls He will fin d g re a t v a r i ati on s i n in t e lli

.
ge n ce c e rt a in ly But in t he w ri t e r s j udgment he will

, .
’
di s c ove r n o s uch e xt re me dive r gen ce wit h res p e ct t o

i n s tinct s Th es e a re fun d a m en t a lly c ommon t o a ll
.
me n th ough t he di ff e ren t i n s ti n c t s p rob a bly v a ry

,
s o m ewh a t in d e g r e e o f s t r e n gth .
O n e oth e r p oint is v e ry i mp o rt an t Ps ych ologi c a l .
t est s given t o a pprox i m ate ly t wo mill i on men i n t he

a r my s h owe d t h at t he a v e r a ge man did a b o u t a s we ll
a s a n a ve r a ge fo u rt ee n y e a r old s ch oo l ch i ld a n d th a t
- -
,
1
Fro m t he au t h or s
’
I n troductory P s y c hology for Teachers , 191 9, p . 13 2 .
182 TH E PSYCHOL OGY OF
b ree ze bl ow i n g on u s e xce pt wh en we a re cold ; we
,
e n j o y m o v e m e n t s o f o u r m u s cl e s e xc e pt wh e n we are
,
fatig u e d .These a re fu n d a men t a l The d ri v e r a l s o

.
e n j oy s m an i pul a ti n g t he c a r We a ll love t o do th in gs
.
a n d s ee wh a t h a pp e n s B e c a u s e we en j oy th es e thing s
.
,
we d es ire t o rid e in an y ki n d o f a c on ve y a n ce b e i t ,
w a gon b i cycle a ut o r a ilro a d a i r pl a n e b oa t me rry

, , , , , ,
go ro u n d s c e n ic r a ilw a y e t c
-
The a ut o in a dditi on
e n a bl e s u s t o do m a n y oth e r thi n gs—t o vi s it p eo pl e
, , .
, ,
a n d pl a c es m o re e a s i ly t o e n t e rt ain oth e r s et c An d i t
a ff o r d s u s O pp o rtu n ity t o—
, , .
da y o f re c e i vi n g t he a p p rov
in g gl an c e s o f o u r fr i e n d s an d n e i ghb o r s The bicycle
.
n o l on ge r d oe s thi s an d s o v e ry few r id e it a lth o ugh a ,
fe w y ea r s a go th o u s an d s u se d it fo r pl e a s ure Ch an ge s .
in s oci a l cu s t o m s l a r ge ly b rought a b o ut by t he i n tro

ducti on o f t he a ut o h ave t a ken fro m bicycle r idi n g a n
imp o rt an t e le me n t W i ll t he a i r pl an e do t he s a me t o
.
a ut o ridi n g ?
In s e lli n g a ut o s t he p s ych o l og i c a lly s o und proc e dure

is t o st im u l at e th e s e i n s ti n ctive c a u s e s fo r e n j oyi n g t h e
a ut o a s o u tli n e d h e r e a n d a s i llus tr a t e d in t he Ov e r
,
l an d a d v e rti s e me n t .
M a ke u p a li s t n ow o f fi fty th i n g s y o u re a lly en j oy
d o i n g D o n ot i ncl u d e s imple an d i n s ti n ct ive i n t e re s t s
.
,
s uch a s e a ti n g wit n e s s i n g a fight et c

, , But li s t ac t iv i
.
ti e s y o u h a v e le a rn e d t o b e i n t e re s t e d in s uch a s re a di n g
,
n o v e ls ,w a tchi n g a b as e b a ll g a me t a ki n g ph ot og r a ph s
, ,
s k a ti n g go i n g t o t he th e a te r
, .
Ch eck o ve r thi s li s t with s o me frie n d an d d et e rm i n e

t o wh a t e xt e n t y o u r i n t e re s t s a re c o mm o n t o h i m .
( Such a s tudy b ase d on t he re s u lt s fro m fiv e fr ien d s

w i ll y i e ld much more th a n fr om on ly on e fr ien d ) .
Study c are fully t he i n t e re s t s which y o u fin d in c o m

mon with y o u r fr i e n d a s di s t i n gui s h e d fro m th o s e i n t e r
e s t s th a t y o ur fri e n d d oe s n o t s h a r e with y o u . Is t he
fi r s t g roup m o re or les s clos e ly re l ate d t o yo u r in st in c
tiv e in t e res ts ?
L i s t t he i nte res t s a m ong your fi ft y thi n gs th at y ou
e n j oy th at c a n b e ut i liz e d in m ot i v ati n g t he s a le o f li fe
i ns ur an ce as i n t e res t in c olle ge e d u c ati on wa s e mplo ye d

,
by B a gle y in s e lli n g B a rn es o r t he i n t e r es t in tru s t c om

,
p an i c s wa s u s e d by H a r ri n gt on i n s e l ling Alde rs on .
L ESSON XV . ACQ UI RED INTERESTS
Wh a t m otive s c a n b e u tilize d in s elli n g i n s u r a n c e ?

The a n swe r t o thi s que st i on is d e p en d en t u p o n an
un d e r s t an di n g o f wh a t it is th at i n t e re s t s t he p ro s p ect .
Fo r m oti v e s mu st a lw ay s flow o u t o f t he buy e r s c on

’
v ic t ion s a n d d es i r es In Le s s on s VI I I t o XIV m an s
’
.
n ativ e i n t e r e s t s h a v e b ee n di s c u s s e d In thi s an d t he
.
n e xt l e s s on we s h a ll c o n c e n t r a t e up on t he c h a ra c t e ris
tic s o f a cqui re d i n t e res t s We s h a ll th e n b e re a dy t o

.
t a ckl e t he p ro bl e m a s t o wh at m otiv e s c a n b e uti lize d

in s e lling i n s u r a n c e .
N ative b e h a v i o r a s we h ave s een c ompri s es re fl exes

, , ,
i n sti n ct s a n d e moti on s The s e a re n ot le a rn e d but

, .
,
a re c o mm o n t o t he r a ce A n a cqu ire d i n t e re s t on t he
.
,
o th e r h a n d is a ha b it
, It ha s b ee n le a rn e d d u r i n g t he
.
li fetime o f t he i n di v idu a l O r in oth e r wo r d s a b ond

.
, ,
ha s b een fo rm e d b e tween a s itu at i on a n d a re s p on s e ,
wh e re by wh e n t he s itu a ti on a ppe a r s t he res p on s e will

b e m a d e But b e fo re t he le a rn i n g occu rr e d t he res p on se
.
would n ot h a ve t a ken pl ac e Thu s re a di n g c on s i st s of

.
,
tho u s an d s o f h a bit s whe reby we res p ond t o c e rt a i n

b l a ck m a r k s on p a pe r .
O n e mi s con ce pti on mu s t b e cle a re d a w a y at t he s t a rt .
To t he p opul a r m i n d a h a b i t is a b a d thi n g Eith e r i t .
is i mm o r a l o r it i n t e rfe res w i th o u r e ffi ci en cy by kee p

in g us in a rut The p s ych ol o gi s t d oe s n ot vi e w h a bit s
.
i n thi s light Th ey c ompris e a ll th at we h ave le a rn e d

. .
ne w c omb in at i on i n t e re s t s co uld not but mo
o f o ld
n o p oliz e an y m an s mi n d fo r a t i m e
’
.
A s itu a tion b a s ed on a n a c q u ir ed in teres t

gr ip s u s to
the ex ten t tha t it is fa milia r is in tima tely c on n ec ted with
,
ins tin c ts a n d c on ta in s a n ew c omb in a tion of old fa milia r

,
elemen ts Let u s c on s i d e r t he three c as es in d et a i l

. .
FA M I LIA R THI N G S AR E I NTERE S TI NG ; U N FA MI L IA R ARE
NO T
The p o pul a r n ot i on is th a t i n te res t is cu re d by p re se
s e n t i n g n ew O bj e ct s an d n ew id e as Thi s is n ot t r ue
. .
It is t r u e th at n ew c omb in a tion s of o ld o bject s o r i d e as

a re i n t e re s t in g We s h a ll di s cu s s thi s ou r thi r d p oin t
.
, ,
l at e r B ut n ew o r u n fa mili a r o bj e ct s an d ide a s a re not

.
in t e re s ti n g an d we do n o t p ay a tt en ti on t o th e m
, .
To mo s t me n a n d wo men a n a u t o m o bil e e n g in e is a
n ew an d u n fa mili a r thi n g Con s id e r how little i nt e res t
.
is s hown in it by t he a ve r a ge a u t o own e r how little he ,
k n ows a b out it a ft e r a mon th s own e r s hip Wh at a re’

.
t he m o s t i n t e re s ti n g it e m s in a n e w s p a p e r t o y o u ? Fi r s t
o f a ll th o s e it e m s c o n c e r n i n g y o u a n d y o u r own a c t iv i
,
ti e s ; s e c on d tho se ite m s c on c e rn i n g y o u r fr ien d s yo u r

, ,
club y o ur city ; thi r d th os e it e m s d e a li n g with s till

, ,
mo re re mot e o bj ect s pl a ce s an d id e a s ; an d l e as t of
, ,
a ll it e m s d e a lin g with p e o p l e
, pl a ces a n d id e as y o u
, ,
kn ow n othi n g a b o ut If y o u h a v e vi s i t e d t he White
.
M ou n t a in s y o u p re fe r t o s ee pictu res of th at c o un try

t o p i c tures o f g r an d e r s c e n e ry fr o m t he S i e rr a s o r Alp s ,
a n d y ou p re fe r t o re c o unt y o u r e xp e r i e n c es in th ose
mo un t a i n s r ath e r th a n t o re a d o f s t o r i es of a dven t ure

in Alb an i a or Turke s t an o r t h e Oz a rk s .
Allen S ang ree re p o rt e d i n A ins lee s Ma ga z in e for ’
Fe b r u a ry 1 90 1 t he th ree rules u s e d by Rich a r d H a r d i ng

, ,
D a v i s in his w ri t i n g Not e how th e y b e a r on th is p oi n t

. .
“
In t he fi r s t pl a ce s ay s D a vi s I u s e s i mile s th at
‘ ’ ‘
, ,
t he man at h o me c a n u n d e r s t an d ; s e c on dly f I t e ll t he
th i n g a s i t i mp r es s e d me when I fi r s t s aw i t ; t h i rdly I ,
a lw a y s t e ll t he th i n g th a t m o s t i n t e r es t s me
’
.
“
C a r lyle c o uld m a ke a s e m i c olon t a lk ; Mr D a v i s .
c an put a b a ttl e in S o uth A fr ic a b e fo r e t he e y e s o f t he
C h ic a go re a d e r in a s ent en c e In w ri ti n g of t he To m.
mi e s p a ck e d t o geth e r on a kopj e he s ays t he y l oo k e d ,
like a c r owd on t he ble a ch e r b o a r d s at a b as e b a ll

‘
m atch an d y o u c an s ee th em It is a g r ea t t e mpt at io n
’
o f w r it e r s o f tr a ve l t o s h ow o ff—
, .
t o t e ll how m an y
c ou n tri e s th e y h a ve v i s it e d Mr D av i s a v o id s th i s
. . .
He d oes n ot s ay t he Pyr a m i d s are highe r th an t he

‘
Mos qu e of St S o phi a but th a t th ey are o n e hu n dre d
.
,
feet h i gh e r th an M a di s on Sq u a re t owe r He wa s w ri t .
’
in g fo r a New Yo r k public th e n a n d c o uld n ot fee l s u re

, ,
th at a m a j o r ity of his re a d e r s ha d s ee n St S ophi a The . .
l att e r he d es cri b es a s a b o ut a s big as t he a udit ori um

‘
o f t he Fi fth Av en u e Th e a t e r
’
.
“
In s upp o rt o f his rule t o t e ll t he thi n g a s he firs t s aw
i t D a vi s goe s on t he th eo ry th at t he re a d e r is n o mo re
,
i nte lligen t th an he was whe n he l an de d in a t own or

c ou n try He b e lie ves wh a t t he i nt e llige n t p er s on
.
,
a lre a dy kn ow s th a t a ft e r on e h as live d in a pl a c e fo r a
,
while he b e c om e s s o much a p a rt o f it s o much i n v o lv e d ,
in it s p o litic s a n d s oci a l li fe th at he is n o l on ge r an
,
i mp a rti a l o b s e r ve r He b e gi n s t o u s e t he c ount ry s loc a l

.
’
ph r as es an d writ es a s th o ugh fo r t he l oc a l p a p e r He .
fo rget s th at t he bu s i nes s man in D en v e r an d Buff a lo is

1 88 TH E PS Y CHOLOGY OF
n ot tr ave li n g a lon g with h i m i n s tea d o f t ry i ng t o get,
a v i vid u n d e r s t an di n g o f t he c o u n t ry o r b a ttl e fro m a
di s t an c e o f t en th o u s an d mile s D av i s a lw a y s p u t s
'
him se l f in t he p os iti on o f t he man at h o me ; an d while

oth e r c o rr es p on d e n t s cl o g up th e i r a cc o u n t s w i th p e r
s on a lit ies a n d l oc a li s m s he s ticks t o t he fir s t i mp r e s s i o n

, .
“
A s t o t he th i rd r ule Mr D a v i s s a y s it for me d in his
, .
mi n d on e n ight at a prize fight It was t he firs t on e he .
ha d e ve r att en d e d a n d while d ee ply fas ci n at e d w ith t he

, ,
tige r like mo ve men t s o f t he pugili s t s t he p a i n ful k i s s o f ,
t he fiv e o u n c e gl ov e an d t he s p r a y of re d bl oo d wh at in
-
, ,
t e res t e d h i m mo re wa s t h e c ond uct o f t he m a y o r Th i s .
c i ty offi c i a l s at ne a r t he ri n g an d all p res en t w atch e d

h i m ; t oo k th e i r c u e from him The m a n s c oll a r ha d .
’
lost it s moo r i n g s b e hi n d a n d in con s e qu en ce a ll dig

, , ,
n it y . Wi th e a ch s ucces s i v e round it b e h a ve d m ore

e rr at i c a lly n ow m ovi n g up
, n ow d own His H on o r
, ,
clutchi n g m a dly at t i me s t o h old It In pl ac e s o th at t he ,
c oll a r fa i rly re flect e d t he fight I n s t ea d o f d e s c ri b i n g .
t he v a r i o u s upp e r cut s a n d s tr a ight j a b s the re fo re , ,
D a v i s me rely d e s c ri b e d t he s t r uggle tw i xt t he m ayor ’
a n d his c o ll a r .
Thi s c on v i ct ion t o w rit e wh at i n t e res t s me s a i d ,

’
M r D a v i s was s tren gth en e d on a vi s it t o M ex i c o

‘
wh e re I wa s s tr an d e d in a n ou t —
.
, ,
o f t he-way vill a ge an d -
ch a n ce d t o p i ck up a Ha rp er s M a ga z in e The t h ree ’
.
i mp o rt ant a rt i cles we re on e by Wee k s on I n di a on e by ,
Child on S outh Ame ri c a an d one by Juli a n R a lph on ,
Ch i c a go We ll t he on ly one I re a d was t he o n e on
.
,
“
Ch i c a go an d I a s ke d mys e l f why ?
, Y o u d on t k n ow
’
” “
a n ythi n g a b out S o uth Am e r ic a o r I n di a I s a id a n d , , ,
”
o bvi o u s ly th o se a re t he pl ac e s y o u s h o uld re a d a b o u t
,
.
en t , in t he c o u n try la d who act e d a s a h os t t o t he a rmy
th at occ u p ie d his n at i ve h i ll s ; who ran t o bri n g up
s h e ll s a s th o ugh at a s p ri n g ci r cu s ; who s u a v e ly le d t he
ge n e r al s a b o ut lik e a gentl e m an s h owi ng p eople ove r

h is l an d e d
Th e se r ules of D a v i s s a re c on cre te a pplic at ion s of
’
wh a t h a s j u s t b een s t at e d h e re a s we ll a s o f s ev e r a l
,
p o i nt s t o b e m a d e l at e r in th i s les s on We a re i n t e res t e d .
in th os e th i n g s th at a re fa milia r t o us th at we h a v e ,
l e a rn e d t o re a ct t o Let u s re alize fi r s t o f a ll th en in
.
, ,
th i s le s s on th a t old fa milia r s itu a tion b on d-r es p on s e -
c omb in a t ion s tha t a re r ea dy to fu n c t ion will lea d to s a tis
fy g in re a c t ion s
— t ha t s u c h s itu a t ion s will s ec u r e in ter es t .
Le a rn t o fill y our s a le s t a lk w ith illu s t r ati on s figure s ,
o f s p ee ch ,an d re fe re n c e s th at a re ve ry s imple an d
fa mili a r t o y our pros p e ct If y o u h a ve ha d u n us u a l

.
e xp e r i e n c e s fo rget th e m
, The y g ri p y o u but do n ot
.
,
i n t e re s t y ou r p ro s p e ct Th e re is n o b ett e r ex a mple o f
.
t he u s e o f s impl e fa mili a r m a t e r i a l t o d r i v e h o m e o n e s
’
p o i n t s th an is re c o r d e d in t he fou r gos p e ls in t he New

Te s t a me n t Con s id e r thi s
.
“
An d t he l awy e r willi n g t o j u s ti fy him se l f s a i d un to
, ,
Je s u s An d who is my n e ighb o r ?
,
‘ ’
“
A n d Je s u s an s we ri n g s a id : A c e rt a i n man we n t
‘
d own fro m Je r u s a le m t o Je rich o an d fe ll a m on g thi eve s

, ,
which s t r ipp e d him o f his r a i men t an d wo un d e d him , ,
a n d d e p a rt e d l e a vi n g him h a l f d e a d
, .
An d by ch an c e th e re c a me d own a ce rt a i n pr i es t
th at way ; an d wh en he s aw h i m he p ass e d by on t he ,
oth e r s id e .
“
An d likew i s e a Le v i t e wh en he was at t he pl a c e
‘
, ,
c a me a n d looke d on him an d p a s s ed by on t he oth e r s id e

, .
Bu t c e rt a i n S a m a ri t an a s he j o u rn eye d c a me
a , ,
wh e re he was ; an d whe n he s aw him he ha d c o mp a s ,
s i on on him ,
“
An d wen t t o h i m an d b ound up his wo u n d s p o u r
‘
, ,
in g in o il a n d wi n e an d s et him on his own b e a s t an d

, ,
b ro ught him t o an inn an d t oo k c a re O f him

, .
An d on t he m o rrow wh e n he d e p a rte d he t oo k o u t
‘
,
t wo p e n c e an d g a v e th e m t o t he hos t an d s a i d u n t o
, ,
“
h im T a ke c a re o f him ; an d wh at s oe ve r th o u s p en d
,
”
e s t m o r e wh en I c o m e a g a in I will r e p a y th ee
, , .
“
‘
Which n ow of th e s e three thi n k es t th ou was , ,
ne ighb o r u n t o him th at fe ll a mon g thi eves ?

Je s u s p re s ent e d h e re in on e hu n d re d an d e ighty
wor d s a st a rtlingly n ew i d e a t o t he p eo ple at th a t tim e .
But he did i t in s uch a way th at th i s l awy e r c o uld n ot

fa i l t o get t he p oi n t p e rfectly cl e a rly A n d th e re h a s
.
n e v e r l i ve d a m a n o r w o m an a b o v e t he g r a d e o f imb e
cile who h as n ot a l s o b ee n a ble t o s ee an d fee l wh at wa s

me an t .
Re a d t he p a ra b le th rough ag a i n an d not e th at it is
m a d e up o f a s e r i es o f p en pictu re s It is a lmos t like a
—
.
mov i e on e ve ry s imple an d fa mili a r s c en e a ft e r a n

“
oth e r . The c onn e ct ive a n d occu r s n i n e t een tim es
in t he on e hu n d re d a n d e ighty wo r d s s h owi n g how ,
s imply e a ch p en picture is c on n e ct e d with t he n e xt .
The fo r ce of t he p a r a ble d e p en d s up on t he fa mili a r ity

of t he d et a i l s t he s implicity o f t he l an gu a g e a n d t he
, ,
i n s ti n ct i ve b as i s of t he id e a To b e a n e ighb o r is t o b e
.
a fa th e r o r m oth e r t o th ose in n e e d — a r e di r e ct i on a n d
e xp an s i on o f t he p a r en t a l i n s ti n ct s o th a t s ick a dult s
,
a s we ll a s c ry i ng b a bi e s will b e r e a ct e d t o by t e n d e r
n e s s a n d c a re .
Re a d t he p a r a bl e th ro ugh on ce m o re Not e how a .
m a s te r h an d m otiv at e d thi s l awye r a n d how through

t he w r itt e n wo r d milli on s o f o th e r s h a v e b ee n m ot i v a t e d
s i nc e th a t d ay by thi s v e ry s impl e s t o ry .
A CQ U I RE D INTERE S T S A R E I NTERE S T I NG D E P EN D I NG ,
ON HO W C L O S E LY T H EY A R E B A S E D ON I N S T I N CT S
Ve ry fa mil i a r h a b i t s a re n ot a lw ay s ve ry i n t e res t i n g ,
d e s pit e wh at is s a id in t he p rec edi n g s e cti on Thi s is .
e s p e ci a lly tru e wh e n th ey are n ot cl o s e ly r e l a t e d t o in
s t in c t s
. Addi n g c o lum n s o f figu re s tyi n g n e ckti es an d
, ,
c oo ki n g may a ll b e ve ry u n i n t e res ti n g b ec a u se of t he
mon ot ony o f t he t a s k But if t he figu re s re p re s en t
.
p ro fit s a nd l o s s in bu s i n es s t he n eckti e is t o b e s een by
,
yo ur b e s t gi r l a n d t he c oo ki n g is fo r a n ewly retu rne d

,
s o ld i e r s on
-
,then th e s e s impl e p roc es s e s b e c o me in
t en se ly i n t e res ti n g The e xt en t t o which th ey a re
.
m otiv a t e d aff ect s th e i r i n t e re s t t o u s .
Mos t thi n gs we do e v e ry da y a re re l at e d t o i n s tinct s ,
e l s e we w o uld n ot do th e m In c on s e qu en c e th e y a re
.
,
m ore o r l e s s i n t e re s ting We do n ot n ot e how i nt e re s t

.
in g th ey a re u n til i n t e r fe re d with F a ilure of t he n ew s

.
b oy t o d e l i ve r a mo r n i n g p a p e r or o f t he milkman t o
,
le a ve cre a m fo r b rea k fas t o r t he like is ve ry an n o yi n g

, ,
b ec a u s e of t he los s of a ccu s tome d int e re s ti n g d et a il s i n

!
o u r li fe .
But the re a re m an y m any p e rfo r m an ces which we

,
go thr o ugh with v e ry fre qu e ntly an d e n j oy imme n s e ly .
The re a d i n g of n ove l s for s o me n e ve r g rows s t a le ; gol f

o r t en ni s o r b owli n g fo r oth e r s is a r e a l e v en t e a ch time
it is i n dulge d in Us u a lly in t hi s cl as s a re t o b e put

.
b e c a me i n te re s t e d in thi s a rt His fi r st a tt empt s in .
c lud e d , a s is u s u a lly t he c a se m an y p oo r pictu res an d ,
s o m e c o mpl e t e fa il u res O n his n e xt vi s it in s t e a d of

.
,
b ro a chi n g t he b u s i n e s s s id e of his c a ll he a droi tly ,
s t ee r e d t he c on v e r s ati on a r o u n d t o ph ot og r a phy I ‘
.
u n d e rs t a n d M r S he r m an he s a id th at y o u are an
, .
,
’
,
‘
e xp e r t ph ot o g r a ph e r I b o ught a c a m e r a a few wee ks

.
a go but I v e n ot y et s u cc e e d e d in getti n g g oo d pictures

’
, .
P e r h a p s y ou will b e goo d en o ugh t o t ell me wh at is

w ron g with my meth od s A n d he re he h an d e d s ome .
’
p r i n t s o v e r for his cu s to me r s i n s p e cti on At on ce t he ’

.
l att e r b ec a m e in t e res t e d a n d gl a dly offe re d much p rac

tic a l a dvic e .
“
Nothi n g mo re was s a i d a b out bu s i n es s th at day ,
but on h is n e xt t ri p t he s a le s m an n ot e d a mo re co r di a l
t on e o f we lc ome in t he buye r s vo ice th an b efo re Still ’
.
he rec e iv e d n o o r d er B e fo re le a vi n g he d rew a p ack

.
a ge o f ph ot o g r a phic p r i n t s o u t o f h is p ock e t an d h and ,
in g th e m o v e r t he c o u n t e r s a id Y o u see M r Sh e rm an
‘
, , , .
,
I h a v e fo llowe d y ou r i n s t r ucti on s a n d thi s is t he res u lt .
Th e re ce rt a i n ly is s ome imp rov e me nt But from wh at .
y o u s a id t o me I r ath e r fancy th e s e t wo pict u res we r e

u n d e rexp o se d I s n t th at t he c as e ?
.
’ ’
“
The buy e r p roff e re d a few m o re s ugge st i on s an d
th ey p a rt e d goo d fr ien d s On t he n e xt t r ip t he s a les
.
m an re ce ive d a s m a ll o r d e r an d th e re a ft e r he n e ve r ,
”
fa ile d t o se cu re his s h a re of th at b uy e r s bu s i n e s s l
’
.
H obb ies p a rt a ke of t he n atu re of tru e in stin ct s b e

c a u s e o f on e s c omplet e a b s o r pti on in th e m A s ales
’
.
man s h ould b e co ns t an tly ou t he outl oo k for e v i d en ces

o f th e ir e xi s t en c e b ec a u s e th e y off e r an oth e r way o f
H Wh it h d P i ip l f S l m hip 91 8 pp 04—
. e ea , r nc es o a es05 a ns , 1 , . 2 2 .
mot i v at ing t he s a le G i ve n an o pp o rtu n i ty t he p ros

.
,
p ec t w i ll m o s t e n thu s i as t i c a lly di s cu s s t he h o b by a n d
th rou gh thi s m e a n s re a l fri en d s hip b etween h i m an d
t he s a le s m a n is v e ry lik e ly t o d e ve l o p . Th i s m a ke s i t
a ll t he m o re di ffi cult fo r t he p ro s p e ct t o re fu s e t o c o n
“ ”
s id e r t he p r op o s it i on ,a n d t o s ay , No l at e r on ; fo r
,
we a ll like t o pl e as e o u r fri en d s .
The wr it e r re m e mb e r s m o s t d i s t i n ctly how he wa s

s old o n th i s b as i s . A s a le s m an wi s h e d h i m t o buy c e r
t a in s p a ce i n a n ews p a p e r fo r a dve rt i s in g his c o llege .
The s p ac e was in a s p ec i a l e diti on which t he w r it e r c on

s idere d o f v e ry littl e v a lu e . In c on se qu e n c e he s a id ,
“ ”
No ve ry q u i ckly an d e mph ati c a lly The s a le s m an
, .
ch a n ge d t he s ubj e ct t o th a t o f p s ych o l o gy n otic e d a,
c o py o f J a me s s P s y c hology a n d re q u es t e d p e r mi s s i on
’
t o as k a qu e s t i on c on c e rn i n g t he i n t e r p r et ati on o f a
p as s a ge in t he b oo k Q uickly tu rn i n g t o t he p l a c e he
.
,
rea d s eve r a l s en t en ces A lon g di s cu s s i o n followe d

.
“
F i n ally t he s a le s m an b a d e t he w ri te r goo d da y .
“ ”
Aft e r he wa s gon e t he w rit e r c a me t o an d di s c ove red
,
a s i gn e d o rd e r fo r t he s p a c e in t he n ew s p a p e r J u st
.
whe n he s ign e d he h as n ev e r b een a bl e t o re c o ll e ct Bu t .
t he p s ych o l o gy h o bby h a d u n d o ubt e dly m o ti v a te d t he
a ct i on o f s ign i n g s o c o mpl e t e ly th a t t he w r it e r s mi n d
’
was h a rdly d ire ct e d t o t he m a tt e r at a ll e ve n wh e n ,
s ign i n g .
A NO V E L C O M B I N A T I O N O F FA M I L IA R T HI NG S IS A L WA Y S
I NTERE S T I NG
The wri t e r ha s ne ve r fo r gott en t he dog wi th t he pip e
q
i his m o uth (s ee p a ge
4
It m a d e a g re at i mp re s
1 96 T H E PSYCHOLOGY OF
i n
s o on him an d m os t t ho roughly int e res t e d h i m whe n
he sa w it .
On e v e ry hot day j u s t a ft e r lunch t he write r was lec

t uri ng t o a cl a s s o n a dve rt i s ing The s tud ent s we re
.
hot an d unco m fo rt a ble an d s lee py an d i t wa s di fficult

t o h o ld th e ir a tt e n ti o n He c o uld h a ve t a lke d loud e r
.
,
o r w a lke d up a n d d o wn t he r oo m o r u s e d s o me ,
s uch d e vic e fo r a r o u s i n g th e i r i n t e r es t I n st e a d he .
,
went on t o e xpl ai n j u s t how n ovelty g ri pp e d i n t e res t

in a dve r ti s i n g by t e lli n g of a n a dve rti se me nt wh i ch a p
p e are d s eve r a l ye a r s a go en t i tled
,
“
How d oe s , ! an
a ct o r! m an a ge t o m a k e a c at y awn e v e ry n igh t on t he
”
s t a ge ? I n st an tly e ve ry me mb e r o f t he cl as s was
a w a ke ,p ayi n g a tt en tion Why ? B ec a u se ( 1 ) s ever a l
.
“ ”
ver y fa milia r items ha d b een men tion ed y awn ,
“ ”
s t a ge ) t o which th e y a ll h a d re a ct e d m any tim es
(s tron g b on d s ) an d ( 2 ) t he old fam i l i a r i t e m s we re c om

b in ed in a n ew wa y .
Th i s is t he fo rmul a for tes t i n g out s tunt s t o b e u s e d

o n a pros p ec t wh i ch a re d e s ign e d t o g r ip his i n t e r e st .
Y ou d on t w a nt t o s p r i n g a n ew th i n g on him To th a t
’
.
he will s h ow little or n o att en ti on But y ou may u s e a .
n ew c o mbi n a ti o n of his o ld i d e a s Th i s will s t a rtle

.
h i m an d c a ll fo rth re a l gen ui ne i n te rest .
Po ss i bly we h a v e h e re t he pro pe r clew as t o wh at

a ro u s e s
—
c u ri os ity n a me ly a n ew c o mb i n ati on of
,
a lre a dy e xp e r i en c e d e le m en t s It is t he unus u a l o bj ec t
.
o r unu s u a lly a ct i n g i ndividu a l th a t c e rt a i n ly c a u s es
curi os i ty And it is j u st s uch n ew c o mb in ati ons of old

.
e xp e r ie n c e s a s i llu s tr a t e d a b ov e th at g r ip p eo pl e .
In a dditi on t o t he a b ove e ve ry one is in t e re s t ed in

,
c olor a ction an d t he c omic

, , A b e a uti fully o r st r iki n gly
.
Rich a r d H a r d i n g D av i s re duc e d his i n fo rm at ion from

—
gene r a liti e s t o s p e cifi c i n s t a n c e s i n s t e a d o f t he m an c u
“
v e r s o f t he p r ize fight e r s he w rote o f t he s t r uggle twi xt ’
”
t he m ay o r an d h is c o ll a r , o r i n s t e a d o f t he s t r at e gy
a n d t a ct i c s o f a n a r my he d es c r ib e d how on e s m a ll b o y
b e h av e d Ag ai n we h a ve t he p r i n cipl e illu s tr at e d in t he
.
p a r a ble of t he goo d S a m a r it an wh e re a profo u n d eth i

,
c a l t r uth wa s m o s t s imply a n d c on c re t e ly p r e s e nt e d .
O n e o f t he fu n d a me n t a l re a s on s why con cret e m at e

ri a l s h ould b e p re s en t e d is t h at i n s tinct ive a ct i on is
a r o us e d o nly in re s p o n se t o c on cret e o bj e ct s . If we re a d
th at p eo ple a re s t a rv in g in I n di a o r th at
wo me n an d children we re kille d by Ge r m an s in
“ ”
B e lg i um we s ay t o o urs e l v e s It s t e rr ible an d go
, ,
’
on ou r way . But if we re a d a b ou t o ne li ttle gir l st a rv

in g in Indi a or b e i n g kille d in B e lgium we get e xc i t e d
an d g i v e ou r m on e y wh e n c a ll e d up on . Y ou c an h a rdly
a r o u s e p at ri oti s m by di s cu s s i n g i t in gen e r a l , but y ou
c a n do s o by t e lli n g o f thi s o r th a t p a t r i ot i c a c t .
In a dd iti on t o thi s fu n d a me n t a l re a s on the re is t he

s ec o n d on e th at c o n c re t e wo r d s a re m o re fa mili a r th an
,
a b s t r a ct an d h e n c e a re m o re i nt e re s ti n g
,
. Con tr a s t t he
i nt e re s t y ou h a ve i n t he s ingle word s li s t e d i n th ese t wo
c o lumns
Try to c on s truct a s ent en ce c on t a i n in g t he s ec ond s et

o f five wo r d s th at will i nt e re s t y o u o r a n y on e e l s e a s
much M a ry l a ugh s at t he c at pl ayi n g wi th he r d o ll

as
”
o n t he c e ll a r d oo r An d t he s e c on d s e t d oe s n ot c o n
-
.
t a in wo r d s which a re ve r y a b s t r a ct a ft e r a ll ,
.
Con t r as t th e s e t wo p a r a g r a ph s fro m m a g a z i n e a dv e r
t is e me n t s
“
( )
1 T h e r e i s n o t hi n g s a fe r th an fo r b r ight e n
in g up o il p a inti n g s th at h av e g rown di ngy with a ge .
Fi rs t wip e off a ll du s t Ne xt t a ke a goo d s iz e d firs t

.
-
,
q u a lity s ilk s p on ge dip i t in lukew a r m w at e r r ub on

, , ,
j u s t a little an d go o ve r t he c an v as quickly a n d
ge ntly Then r i n s e c a re fully a n d d ry with a s o ft

.
c l oth .
( 2 ) D o y o u re a l i ze th at wh en y o u w as h yo u r fa c e
it is n ot en ough s imply t o cle an s e it th a t yo u r fa ce
,
— ,
n ee d s a s oo thi n g re s t o ri n g i n fl u e n c e t o k ee p y o u r c o m
,
pl e xion fres h an d free fro m ble mi s h ?

The t wo p a r a gr a ph s we re s h own t o a l a r ge n umb e r
o f re a d e r s with i n a m on th a ft e r th e y h a d a pp e a re d in
t he m a g a z i n e s Thi rty th ree p e r c en t o f men an d

.
-
wo men re m e mb e re d see i n g t he fi r s t p a r a g r a ph a n d
23 pe r c e n t s a id c o rr e ctly t h a t it c a me fr o m a n a dv e r
t is e m en t o f I v o ry S o a p On ly 3 p e r cen t re me mb e re d
.
s ee ing t he se c on d p a r a g r a ph a n d th e y a ll gu e s s e d i n c o r
,
rec t ly a s t o wh a t it a dv e rti se d .
Two s l o g an s re s ult e d fro m thi s st udy o f a dv e rt i s mg

“
c o py ( 1 ) P res en t a c on c r ete ca s e n ot gen er a l p r in c i
.
,
” “
d ( ) B i w i
’
p les , an 2 , e g n t h the r ea der s in teres ts a n d e n d

” 1
with y ou rs Adve rt i s i n g c o py fulfilli n g th e s e t wo t e
.
q u i re m e n t s w a s r e a d by a n o v e rwh e lmi n gly g r e a t e r
n umb e r o f re a d e r s th an c o py th a t vi o l a t e d th e m M o re .
l
The a u t hor s
’ “
ToWh at xt d d l
E en t D O I n iv i u a s Re a C o d py i Ad ti
hR p
, n v er se
men t s ?
”
Res e a rc e ort . i
No 9, As s oc ia t ion o f Na t on a A l d ive rt s ers , 1
9 4 1 .
ove r it wa s re me mb e red by
, an e v en gre at e r p ro p o rti on
o f t he re a d e r s .
H awki n s m a kes much of thi s p r i n c i pl e o f u s i n g c on

c ret e m at e ri a l He u se s t he e xp res s i on sen se a pp e a l
.
“ ”
“
i n s t e a d of c on c re te ”
He w r it e s in on e pl a c e : A c e r
.
“
t a i n s a le s m an o f li fe i n s u r an ce h a d s tudi e d s a l e s m an
s hip th o r o ughly a n d b e c a m e c on vi n c e d th a t he c o uld
,
close more c on t r act s with s en s e app ea ls th an in an y

oth e r wa y . He set him se l f t he t as k of wo r ki n g o ut
w a y s t o impres s a ll t he v a ri ou s sen se s in re a di n e s s t o
,
‘
t e s t out an y p ros p ect fo r his d omin a n t s e n se H e re
’
.
a re s o me o f t he s e n s e a pp ro a ch e s he pl an n e d :
“
The a pp ro a ch t o t he s e n s e of s ight wa s pl ann e d w ith
s e v e r a l g r a phic wo r d pictu r e s o f fa mili es le ft in di s t re s s
by t he d e ath of t he b re a d e a m e r The s e we re pict u res

-
.
d r awn in wo r d s s o cle a r ly th at t he p ros p e ct wo u ld b e

m a d e t o s e e th e m .
“
The a pp ro a ch t o t he s en s e of he a ri n g wa s pl an n e d
with a cc o u nt s o f t he a ctu a l wo r d s s p oken t o a widow
who v a i n ly s o ught wo r k with which t o s upp o rt h e rs el f .
The s a le s m an ma de re a dy t o imp re s s t he e a r s o f p ro s
r
p ec t s with im a gi n e d s e n s ati on s o f di s t r e s s s u ch as a
,
hu s b an d wo uld fee l if he c o uld d re a m he wa s d e a d an d

th a t he he a r d his wi fe b eggi n g for a me an s t o m a ke a
b a re livi n g .
“
He pl an n edhow t o s h ow a wo m an m ov i n g a b out
on t he s t r ee t s in thi s di re cti on a n d In th a t b e ggi n g fo r
, ,
foo d He c onj u re d pictu r e s o f t he wid ow an d child ren

.
c old in w i n te r an d hot in s umme r He wa s re ady t o de

.
s c r ib e th e ir l o s s in we ight .He s ugges t e d how t hey

would meet with r e s i s t a n c e fro m t he wo r ld Then in .
,
c on t r a s t with t he s m ooth n es s o f the i r li v e s while t he

It ma y b e n e ithe r b ut we a re on t he s a fe s id e if we
,
a lw a y s go on thi s as s umpti o n . Fu rth e r we s h o uld

,
rea lize th at it ma y b e c o me kn own an d i n t e re sti n g if we

p re se n t it th ro ugh an d by m e an s o f id e a s th a t a re
k n own a n d in t e res t i n g t o t he p ros p e ct at t he s t a rt In .
ot h e r w o r d s , we e xpl a i n o u r pro p os ition in t e r m s o f

th i n g s v e ry we ll k n own t o t he p ro s p e ct a n d at t he s a me
time we m a ke him i n t e re s t e d a n d s ti r him t o a cti on by
p re se nti n g s itu a ti on s th at will a ro u s e in s t i n ct i v e
i n t e re st s.
Which kn own a n d i nt e res ti n g id e a s s h a ll we

e mpl o y ? Tho s e th at a re mos t clo s e ly re l at e d t o in
s t in c t iv e i n t e r e s t s Fo r t he mo r e cl os e ly the y a re re
”
l at e d t he g re at e r e xpl os ive e ffe ct we s h a ll get on c e
, ,
t he i d e a s e n t e r t he p r os p e ct s mi n d
’
. Al s o we n ee d t o
,
b e a r in mi n d th a t t he m o re fa mili a r t he id e a ( t h e
s t r on g e r t he b on d ) t he g re a t e r is t he c e r t a i n ty th a t t he
re s p on s e we h ave in min d will follow t he s itu ati on p re

s en te d . Fo r e x a mple t he w rit e r c a n b e p retty s u r e o f
,
t he r e a cti on th at y o u t he re a d e r will m a k e t o t he s itu a

, ,
“ ”
ti on M on roe Doctri n e b e c a u se thi s is a v e ry o ld an d
fa mil i a r ide a but who c a n p ro ph e s y t he re a cti on y o u
,
“ ”
will m a k e t o L e a gu e o f N a ti on s ? Ag a i n t he w r it e r
,
c a n s a fe ly s p e a k o f g ol f t o on e who h a s pl a y e d t he g a m e
fo r s e v e r a l ye a r s but n ot t o a n ovic e The fo r m e r will

, .
c on t en t e dly li s t e n o r t a lk on t he s ubj ect s i n c e t he s it u a
ti on l e a d s t o m a n y res p on s es by wa y of w ell wo rn n e rv e
-
c onn e cti on s B ut t he n ov ice h a s n o s uch we ll d e v e l o p e d

.
-
h a bit s an d he may o r ma y n ot li s t en an d he m ay o r ma y
n ot di s cu s s g o l f wh e n it is m e n ti on e d . P o s s ibly y o u do
n ot b e li e v e thi s l a s t s t a t e m e n t ; y o u thi n k a b e gi n n e r
will li s t e n an d t a lk m o re glibly a n d with mo re en t hu

i m th an
s as h an d Try i t a n d s ee An a ft e rn oon
an O ld . .
s p en t th i s we e k with t wo b e g i n n e r s h as m o r e th o r o ughly
re i n fo rce d t he write r s c on v i ct i on o n thi s p oi n t He

’
.
co uld n o m ore p roph es y wh a t re s p on s e wo uld b e m a d e

t o an y re m a rk he m a d e th a n he c o u ld p o i n t o u t w he r e
th ei r b a ll would l an d n ext .
Succe s s ful s e ll i n g me a n s c o mpl et e m a s te ry o f t he s a les

i nt e rv iew It c a n b e h a d if wh en e v e r we mu s t s t o p a
.
,
mo men t i n ou r di s cu s s i on we h ave b e fo re t he p ro s p ect

,
a s itu a ti on which fo r c e s him t o c on ti n u e thi n ki n g O f o u r

—
p ro p o s iti on wh ich d oe s n ot a ll ow him t o w a n d e r off t he
s ubj ect .On e way o f a cco mpli s h i n g th is is thro ugh t he
u s e o f fa mili a r a n d i n t e r es ti n g s i t u a t i on s fo r we c an ,
k n ow b efo r eh a n d wh a t res p o n s e t he p r os p e ct will m a ke

t o th e m an d th e re by c on t ro l h is m e n t a l p ro ces s e s .
S U MMA RY
In dd i t i on t o m a n s i n s ti n ctive i n te res t s he a cq ui res
a
’
—
a multitud e o f o th e r i n t e res t s f a lle d a cqui re d i n t e r e s t s
o r h a b it s Th es e a re tr u ly in teres tin g a c c or ding a s the y

.
a re a milia r r ela ted to his in s t in c ts a n d n ovel

f ,
And th i s
, .
me a n s th at if we wo uld o bt a i n t he i n t e r es t of a p ro s
,
p ec t we mu s t b e c on c rete an d c o mm en c e a dis c u s s ion

,
with items he k n ows a bou t .
B ut th i s is j u s t wh at we a re mos t pron e n ot t o do .
We prefe r t o t a lk a b o ut wh at we kn ow wh e th e r he ,
know s a b o ut i t o r n ot A n d through g re at e r fa m i l i ar i ty
.
we ge n e r a lize wh e re a s he w ant s s p e c i fic d e fi n it e i n ci
,
d en t s .
S tr ive, a cc or din gly , to exp r es s his in teres ts in his la n

gu a ge a nd in a s imp le c on c rete ma n n er . Lea d him
204 TH E PSYC H O LOGY O F
f rom , an d ou t f
o , his in ter es ts to y ou r ins ura n ce
p rop os ition .
A SSI GN M E NT TO BE RE PA RE D
P B EFORE RE AD ING
LE S S O N ! V I
Im a gine y ou a re me re ly a cqu a i nt ed w i th Mr S a mu el .
T Wi n te r thirty ye a r s of a ge who is e mploye d as a

.
, ,
s a l e s m a n in a s p o rti n g goo d s h o u se
-
The p a pe r s h a ve
.
j u s t an noun ce d t he birth of his firs t ch i ld As fa r as .
y o u c an l e a rn he c a rri es n o i ns ur a nc e App a rently he .
h as n o in c o m e b ey on d his s a l ar y .
He is kn own a ro und t own a s a v e ry goo d t ennis an d

golf pl ay er an d ha s a goo d c olle cti on of p os t a ge s t a mp s .
He b e lon g s t o t he B a pti s t chu r ch b ut s e ld o m att en d s, .
D oes not b el ong t o an y club exce pt t he Athlet i c Club ,
which he vi s it s fre qu en tly .
Wr i t e ou t an app roa c h t o Mr Wint e r c ov e rin g t he .
s ale s i n t e rvi ew fro m y o ur s a lut a ti on up t o t he p o i n t
y o u r e v e a l t he pu r p o s e o f y o u r bu s i n ess Utiliz e o n e .
o f his h o b bi es t o s t a rt t he c on ve r s ati on Be as c on c rete .
a s p os s ibl e a n d e n d ea vo r s o t o c on duct t h e in t e rvi ew
th at a t e ve ry s t ep y ou h a v e s uch a s itu ati on c on front

in g Mr Win t e r th a t he c ann ot b rea k aw ay
. .
n es s ma n o m a i n t a i n i n g a p e rs on a l che cki n g acco unt

f
in one b an k a n d a n oth e r ch ecki n g a cco u n t fo r his wi fe
in a s e con d b an k An d y o u kn ow th a t s uch a m an g i ves
.
his wi fe a m on thly ch e ck wh i ch s he d e p o s it s in he r
b a n k If he goe s off o n a trip he a rr an ge s th at th i s
.
,
m onthly c h e ck will go t o his wi fe j u s t t he s a me Now .
t he pro p os iti on I h a v e in mi n d fo r y o u a cc o mpli s h e s
e x a ctly wh a t s uch a ma n d o e s fo r h is wi fe in th a t if y o u
d ie y o u r wi fe will get ju s t s uch a ch eck re gul a r ly eve ry

”
m on th a s lon g as s he liv es .
Now wh a t h a ve y o u d one h e re ? Y ou h av e s e ize d

u p on o n e o f his h a bitu a l w a y s o f thi n ki n g an d a cti n g
( se n d i n g a ch e ck e ve ry mon th ) Y o u h a ve m a d e him
.
t r a v e l ov e r thi s way of thi n k i n g a g a i n He d oe s n t .

’
o bj e ct b e c a u s e it is h is own h a bit o f th o ught an d c on ,
s e qu e n tly he is i n t e res t e d in it . An d b e fo re he re a li z e s
“ ”
it y ou h a v e s h ot him i n t o t he h e a rt o f yo u r p rop o s i
ti on An d th e re is a b s olut e ly n o way in which he c an
.
e t o u t e xc e pt by g o i n g a h e a d o r b e i n g u n tru e t o his
g
c o nvicti o n s a n d l o v e fo r his w i fe .
It is ju s t like putti n g h i m on a t ob ogg an an d pu s h i n g

him ove r t he e dge o f t he s lid e On ce s t a rt e d he ha s
.
,
g o t t o go a h e a d . H e c an es c a p e g o i n g a h ea d on ly by
r un n i n g t he r i s k of rolli n g off t he s le d .
He goe s a h e a d in t he s a l es i n t e r vi e w w i th y ou b ec a u s e
his mi n d h a s a p athw a y a lre a dy d e ve lo p ed by givi n g
his wi fe a m on thly ch ec k . An d b e c a u s e o f thi s h a b i t
“ ”
an d l o v e fo r his wi fe he c an t s ay
’
, I d on t w an t i t
’
.
The b es t he c an do is t o c on s i d e r fu rth e r you r p ro p os i

t i on in o r d e r t o fin d so m e oth e r m ode o f e s c a p e .
Ju s t a s y o u le a d u p t o a d e s i re d a ct i on th ro ugh d e p i ct
in g a s itu ati on i n st in ct i ve ly ti e d t o th at a c t i on s o n ow ,
y ou le a d up t o a d es ire d i d e a th ro ugh p re s e n ti n g a s i tu a
ti o n th a t n atu r a lly l e a d s t o th a t id e a A n d i t le a d s .
the re b e c a u s e o f t he h a b i t s o f th o ught a c t u a lly exi s ti n g

with i n t he mi n d o f y o u r p ro s p e ct .
Thi s is t he b a s i s o f t he t a ctic s u s e d by B a gley in s e ll

in g B a rn e s ( L e s s o n I ) He wa s led t o thi n k a b o ut his
.
” “ ”
a n d his An d pict o r i a lly
‘
s on s on g o i n g t o c o ll e ge .
,
s p e a k i n g a s he wa s r u s hi n g d own t he t o b o gg a n s lid e
, ,
“
B a gl ey a dd e d M a ke thi s a s pi r a ti on of y o u r s c e r
,
How c o u ld B a rn es e s c a p e with o ut d e n yi n g
”
t a in .
th es e v e ry as pi r ati on s he h a d a l re a dy s o e mph at i c a lly

a s s e rt e d ?
Supp os e a g a i n M r P ro s p e c t e a rn s a s a l a ry o f
, .
Ab o ut t he m o m en t y o u a re r e a dy t o clos e he u n e x
“
p e c t e dly r a i s e s t he e xcu s e But I s i mply c a n t affo r d ’
thi s i n s u r a n c e How s h o uld y o u re ply a n d u tili z e his

e xi s ti n g h a bit s o f th o ught s o a s t o s il e n c e t he e xcu s e
a n d a t t he s a m e t i me cl o s e ? Y o u c ou ld s a y t o him ,
“
Mr P ro s p e ct if yo u r m an a ge r s en t fo r y o u a n d s a id
.
, ,
‘
P r os p e c t we h a v e ha d a n aw ful y e a r a s y o u k n ow
, , .
Y o u h a v e b e e n fa ith ful a n d e ffi c i en t Y o u d es e r ve a .
r a i s e Bu t I s imply c an t give i t t o y o u Wo rs e s till

.
’
.
,
I v e got t o cut e v e ry on e s s a l a ry i n cludi n g my own

’ ’
, .
I fig u re I mu s t c u t y o u rs $ 5 00 thi s ye a r I m s o r ry .
’
but it c a n t b e h e lp e d A n d I a s k y o u t o s t an d by u s
’
. .
’
M r P ro s p e ct y o u wo uld n t b e a q uitt e r a n d le a ve
.
,
’
.
Yo u d w a lk o u t o f his o ffi c e w on d e r i n g how y o u c o u ld

’
m an a ge Yo u d s t an d by him a n d y o u d m a n a ge
.
’ ’
wo uld n t y o u ? Now h a v i n g s a id thi s y o u wo uld

’
, ,
“
r ightly e xp e ct t he r eply from M r P ro s pe ct I d h av e .
,
’
” “
t o I gu e s s
, An d y o u c o uld a dd
. Wo uld it b e c on ,
v e n ie n t fo r y o u t o s ee t he d oct o r a t twe lv e thi rty ? Th e n -

if he find s y o u a re i n goo d c on dit i on we c an go ou t to
”
lun ch an d fix up t he d e t a il s .
H e re a g a i n y o u p res en t a s i tu at i on which b ec a u se of
his p a s t e xp e r i e n c e m a k e s h i m go a lon g w i th y ou And .
b e c a u s e i t is a true s itu ati on in t e r m s o f his own h a bits

o f th o ught he is int e r es t e d an d c an n o t e s c a p e B e fore .
“ ”
he c a n re cov e r y ou fu nn e l thi s i n te re s t an d a ctivity
,
i n to t he quit e h a rmles s ac t of find i n g ou t wh ethe r he is

in goo d con d i ti on .
Thi s is with o ut ques t i on t he ve ry b es t m eth o d of

p re s en ti n g a p ro p os it i on t o an oth e r By i t on e p ro .
c ee d s f1 o m t he kn own t o t he u n k no wn fr o m t he pro s ,
p ec t s i n t e r es t s t o y o ur i n t e r es t s an d it is c o n c r et e n ot
’
, ,
a b s t r a ct But v e ry oft en t he s a les m an is not a ble t o

.
pl an o u t his i n t e rv i ew i n th i s way An oth e r meth od is.
a v a il a bl e in s uch c a s e s wh e r e by on e fo r c es t he pros p ect

,
t o cl as s i fy t he p ro p os iti o n a s a fa vo r a bl e on e .
FOR CI NG P RO S P E CT TO C LA S S I FY P RO P O S ITI O N IN
FA V ORA B LE C LA S S
A s a les m a n a ge r was ov e r h ea r d t a lki n g on t he ph one .
Fo r s e ve r a l mi n ut e s he s a id n othi n g but fr o m time t o ,
time e mitt e d a s o rt o f g r un t i n dic ati n g th at he was lis

t en i n g All thi s time his m ann e r s h owe d cl e a r ly th at
.
he did n ot u n d e r s t an d t he p ro p o s i t i on b e i n g m a d e t o
him The n s udd en ly his wh ol e m an n e r ch an ge d he
.
, , ,
s t r a ight e n e d up in his ch a i r clutch e d t he re c e iv e r m o re

,
“
s t ren u o u s ly a n d s a i d No I wo uld n t do i t N o ! N o l l
’
.
, ,
I WO N T D O ’
Wh a t h a d h a pp e ne d ? Cle a rly for s eve ra l m i n ute s he

ha d b ee n li s t e n i n g t o s om e p ro po s ition wit ho ut b e i n g
t he s a le s m an is a n o ld fri en d , he is re a ct e d t o as s uch .
I f he is a s t r an ge r , but re p re s e n t s a h ou s e from wh i ch
t he buye r h a s l on g b o ught , he is r e a ct e d t o in t e rms o f
” “ ”
t he h o u s e , n ot o f b e i n g a s tr an ge r If t he p ro p o
.
“ ” “ ”
s it i o u i n v o lv e s a g ood p rofit , t he an s we r is Y es .
If it is a c omm o dity wh i ch h a s b ee n tu rn e d b ack by

“
t he buy e r s cu s t o m e r s , t he res p on s e is No
’
.
The fa ct th a t v e ry few men e ve r buy li fe i n s ur ance

“
e xc e pt wh e n s o ld i t by a s a les m a n i n dic at e s v e ry
cle a r ly th at ve ry few men e ve r pl a c e i t in a cl as s t o
“ ”
whi c h t he re s p o n s e is Y e s . In truth li fe i n s u r an c e
,
“
c o mes un d e r t he cl as s ific at i on of m i s ce ll an eo u s a nn oy
”
in g p r o p o s iti on s with m o s t me n The re a ct i on is c on
.
“ ”
s e qu e n tly No The li fe i n s u r an c e s a les m an may b e
'
fa i r ly c e rt a i n th at a s s oo n a s his p r op o s iti o n is s i ze d up
“ ”
t he re a cti on o f No will b e m a d e Wh at s ign ific a n ce
.
th i s ha s t o t he i n s ur an ce s a le s m an w i ll b e di s cu s s e d
l at e r .
Right he re we w a n t t o ge t b e fo re u s t he fa ct th a t t he
“ ”
a v e r a ge ma n h a s c e rt a i n h a bit s o f s a yi n g Yes an d
“ ”
No a cco r di n g a s a p ro p o s iti on is cl as s i fi e d by him
i n t o on e of a n u mb e r of cl as s e s .
A d min i s t r a ti v e h a b it s l e a din g t o a f a vor a b l e t e

‘
“ ”
s p ou s e A b u s i n es s m a n o r di n a r ily s ay s Y es t o a
.
p ro p o s it i on th at b e lon g s in a n y on e o f th e se cl a sse s :
I
. It p rov id es a goo d p ro fit .
2. It con ce rn s a time s a v e r o r a u se ful a rticle in t he

o ffi ce .
3. It s a v e s t h e buy e r p e r s on a l e x e rti o n .
(Thi s may
n o t b e a s tr on g e n o ugh a pp ea l if t he p r o p o s iti on is t oo
e xp e n s iv e ) .
It a dv a n c es t he p r es t i ge of t he s t ore o r own e r
4. .
S ELLING LI FE INSURANCE 21r
5 . It is b a ck e d by t h e r e c o mm e n d a t i on o f a f ri en d .
! Th i s s e cu r es fav o r a ble att ent i on but n ot a lw ays fa v o r

,
a bl e a cti on ) .
6 It prov i d es a g ain s t t he d an ge r of fi re
.
( Th i s
.
is t he m att e r o f fi re i n s u r a n ce which is n e a rly a lw ays

fav o r a bly re c e i ve d wh e re th e re is n ot a l re a dy full
prote ct i on ) .
7 It is a ch a r i t a ble a pp e a l
.
(Th i s w i ll p rob a b ly b e
.
d odge d if p os s ibl e b ut n ot d e fi n it e ly r e fu s e d )
, , .
8 It is an a pp e a l fro m a m e mb e r o f o n e s own club

’
,
.
s oci ety c o ll e g e et c
, , (Thi s will b e t re at e d i n t he s a me
.
m an ne r a s wo uld th at in Cl a s s
In t he c a se o f mo s t i n d i v idu a l s the re are c e rt a i n oth e r
h a b i t s of thi s s ort which le a d t o fa vo r a ble a cti on a n d
wh i ch are m o re or l es s ch a r a ct e ri s t i c o f t he m an him s el f .
On e m e r ch a nt h a d fo r m e r ly b e en a n ew s b oy Any .
p rop os it i on of b e n e fit t o n ews b oys a lw a y s re ce ive d fa

vo r a b le a ct i o n fr o m him M a n y b u s i n e s s men a n d a
.
,
s till l a rge r numb e r o f wo me n will r e a ct fa v o r a bly t o a

,
“
p rop os i ti on p re s en t e d by a you n g man wor king his
way th ro ugh c o lle ge th o ugh th ey wo uld n ot c on s i d e r
,
i t oth e rw i s e .
A d mi ni s t r at iv e h a b it s l e a din g t o a n u nf a v ora b l e t e
“ ”
S p ou s e A b u s i n e s s ma n o r di n a rily s ay s No ri gh t
.
a wa y t o a n y p r o p os iti o n he pl a c e s in th ese cl as se s
I . It afford s n o p ro fit o r t oo l i ttle p rofi t or c os t s t oo

much .
2 . It c onc e rn s an i n fe r i or qu a l i ty of good s .
3 . It w i ll c a u s e him p e r s on a lly a lot o f an n oy a nc e .
4 It is p r e s e n t e d by a s a le sma n wh om he d is l i k es
.
,
o r c o m e s fr o m a fi r m wh i ch he di s likes .
5 It is a b r an d n ew p r op o s iti o n
.
-
.
15
6 It is a n a dve rti s i n g p ro p os i ti on
. .
7 It is li fe i n s u r a n c e
. .
“ ”
8 It is th eo re tic a l
. n ot p r act i c a l
,
J u s t how t he b u s i n e s s ma n will s ay No d ep en d s
up on his ch a r a ct e r an d t e mp e r a men t t he e xt en t t o ,
“ ”
which he is b ottl e d up with a nn oyi n g ci r cum st an c e s
( re me mb e r Pen rod ) an d t he b e h a vi o r o f t he s a l e s m an
, .
“ ”
O r di n a r ily t he bu s i n es s man will att empt t o s ay No
,
in a c o urt eo u s m an n e r An d he will u s e s ome one of a

.
g re at v a ri ety o f ex c u s e; t o get ri d of t he s a le s m an s uch ,
as
No, th an k y ou , I m re a lly i n te r e s t e d
’
n ot .
” “ ”
I h a v en t t he m on ey
’
C an ’
t aff o r d it
I m t oo bu s y t o d e cid e t o—
. .
“ ” “
Too bu s y t o t a lk
’
d ay .
”
Wi th y o u t o day - .
“
I ll h ave t o think i t o v e r
’
.
”
Supp os e y o u c a ll a g a i n (p a rt i cul a rly t o a s a les m an
o u t o f t own ) .
“
We h ave n o n ee d for it t o day -
.
“
I m s o r ry but I h ave a n a pp oi n tmen t n ow
’
, .
I n e ve r d ecid e a m att e r of s uch imp o rt an c e wi th out

”
s l ee pi n g o ve r it .
If s uch e xcu se s do n ot get r i d of t he s a l e s m an m ore ,
r a dic a l m e as ure s will fo llow le a di n g e v entu a lly t o an ge r

,
an d a ge n u i n e fighti n g a tt i tud e if t he ann oy i n g s i tu a ,
t i on (t he s a le s m an ) is n ot e limin at e d .
We s h a ll c ons id e r a little l at e r t he m an e uve rs th at a

s a l es m an s h o uld pu r s u e u n d e r t he ci r cum s t an c es In .
th i s les s on we a re a cq u a i n ti n g o u r s e lv e s wi th g roup s o f
a dmi n i s t r at i ve h a bit s The b ett e r th ey a re u n d e r s t oo d
.
t he b ett e r a s a l es m a n wi ll h an dle his p r op o s iti on an d
his p ro s p e ct an d t he g re at e r c on fid en c e he will h av e in
,
—
fath e r s es t at e t he t ax h a v i n g t o b e p a i d within on e
’
ye a r The i n s u r a n c e s a l es m a n in t a ki n g a d v a n t a ge o f
.
thi s n e c e s s ity s h o u ld s o pre s e nt his p ro p os iti on th at i t

wi ll b e imme di at e ly cl a s s ifi e d by t he milli on a i re a s a
d e vic e fo r p rov idi n g re a dy c as h in a n e me r ge n cy If .
s o cl a s s ifi e d it will th ro ugh h a b i t b e fa v o r a bly re a ct e d

, , ,
“
to . Oth e rwi s e t he p r os p e ct will mos t l i ke ly s ay No
, ,
“ ”
cl a s s i fy i n g t he pl a n a s me re i n s ur a n c e On c e he ha s
.
cl a s s ifi e d it i n a fa v o r a ble cl as s he is i n t e re s t e d a n d
,
c a n b e s old if t he e xp e n s e is n ot e xc e s s i v e for t he s e r v
ic e re n d e re d .
A h ot e l man wi th e xc e pt i on a lly s ucces s ful exp e ri e n ce

w i s h e d t o e re ct a l a r ge h ot e l To do s o he or g a n i z e d a
.
c omp an y B ut t he c a p i t a l th ey we re a ble t o s ub s crib e

.
wa s n ot s u ffi ci e n t t o s e cu re p r o p e r ly a n i s s u e o f b on d s
th e y wi s h e d t o fl o at At th i s p o i n t a n i n s u r an c e s a le s
.
ma n pp e a re d on t he s cen e He c a lle d att en ti on t o

a .
the i r n ee d fo r a s urplu s a s i n ki n g fu n d t o p rovid e for

, ,
e m e r ge n ci e s an d t o t he fa ct th a t if t he h ot e l man
,
s h o uld die th e r e w o uld b e n ee d fo r a s till g re a t e r s u r
plu s s i n ce muc h o f t he s ucc e s s of t he ven tu r e d e pen d e d

,
”
on his e xp e r i e n c e an d a bility Con s e q u en tly he ,
“
s a id ,
i n s u re yo u r m an a ge r s li fe for t he a m o un t of
’
mon e y n ee d e d t o fl o at yo ur b on d s If he liv es yo ur.
p rop o s iti on will un d o ubt e dly s ucc ee d ; if he di es y o ur

”
b on d s a re s ecu re d The g ro up quickly a cc e pt e d his
.
pl a n H e re t he s a le was a cc o mpli s h e d b e c a u s e it was

.
s o p r e s en t e d a s t o b e cl as s ifi e d u n d e r t he h e a din g ,
“ ” “
p rov id e fo r e me r gen c ie s an d se cu r e y o u r b o n d
,
”
i s s ue . The y we re re a dy t o ac t up on an y s a l e propos i
ti on s o cl as s ifi e d .
Eve n if t he p rop o s i ti on c a nn ot b e s o pre sen t e d a s t o

w a rr ant t he bu y e r in cl a s s i fyi n g it in a fav o r a bl e cl a s s ,
e ven if he h e s i t a t e s a b o ut d o i n g s o he t e nd s t o b e fa
,
vo ra b ly di s p o s e d t o th a t e xt en t an d re fr a i n s fr o m cl as
s ify in g i t in a n u n fa v o r a bl e cl a s s .
If it is cl e a r th at t he p r os p e ct is g o i n g t o cl a ss i fy y o u r
p ro p os it i on an d p ut it in a n u n fa v o r a bl e cl a ss it is de
,
s i r a bl e s o t o c on duct t he O p e n i n g o f t he s a l e s i n t e rvi e w
th at ( I ) i n s ti n ctive an d a cqui re d i n t e re s t s S h a ll h av e
b een p res en t e d in o r d e r t o h o ld his i n t e re s t a ft e r he h a s
,
cl a s s ifi e d t he p ro p o s iti on a n d ( 2 ) a s m a n y u n fa vo r a bl e
,
cl a ss ific at i on s as p os s ibl e s h a ll h av e b e en di s p os e d o f
b e fo re t he cl a s s ific a ti on is m a d e In othe r wo rd s t he
.
,
s a l e s m a n s h o uld en d e a v o r t o e s t a b li s h i n t e r es t b e fo r e
he m a ke s his prop os i t i on cl e a r e n o ugh t o p e rm it it s

b ei ng cl a s s i fi e d.
S U MMA RY
On e s h o uld ut i l i ze t he h a b i t s o f th o ught d eve lo p e d by
t he pro s p ect i n o r d e r t o c on v i nce h i m .Two ph a s es of
t he s a m e ge ne r a l m e th o d o f d oi n g th i s h a ve b ee n d is
cu s s e d In t he fi r s t c as e on e le a d s t he p ros p e ct t o
.
,
th i n k a l on g a n a ccu s t om e d ch a nn e l a n d so l e a d s h i m t o
“
t he n ew i d e a (t he t o b o gg a n In t he s ec
on d c a s e on e s t a t es t he p r o p o s iti on t o him an d s h ow s
,
th at i t b e lon g s t o a cl a s s o f p ro p o s i ti on s t o which t he
p ros p ect is fa v o r a bly i n cli n e d s o le a di n g him t o a fa
,
v o ra b le r e a ct i on th ro ugh h a bit ( fa v o r a bl e cl a s s i fic a t i on
meth od ) P os s ibly a di a g r amm atic a l p res en t a t i on of

.
b oth meth od s will m a ke t he d i ffe re n c e b etween th e m

s till cl e a re r. Con s id e r t he e x a mple giv en on p a ge 2 0 5
ll in g a pros p e ct i n co me p olicy for his wi fe
’
o f se an s
prot e ct i on .
Tob ogga n M e t h od .
Y o u a re fa mili a r with a . Yes .
t he c o mm on cu s t o m o f
a ma n g i vi n g his wi fe
a ch e ck e ve ry m onth
wh i ch s he d e p os i t s i n
he r own b an k .
An d y o u know th at b Yes . .
s uch a man m a k e s p ro
v i s i on when he is a b s e nt
fro m h o me th a t his wi fe
w i ll get t he ch eck ju s t
t he s a me e v e ry m o nth .
Now t he pro p o s iti on I c Th i n ks Th at s fai r ’

.
,
.
h a ve i n mi n d fo r y o u (He c an t s a y th at i t is
’
a cc o mpli s h e s ex act ly of n o i n t e r es t t o him
wh a t s uch a man d oes with o ut d en yi n g t h e

for his wi fe in th at if a b ov e t wo a ffi r m ative
y o u d ie y o ur wi fe will r e s p on ses a n d his l ov e
g e t j u s t s uch a ch e ck fo r h is wi fe ) .
re gul a rly e ve ry mon th

a s l on g a s s he li v e s
.
Forc in g Favora b l e Cla s s ifi c a ti on M eth od .
My pro p os i t i o n wi ll a . Ah ! Life i n s ur an c e No . .
p rov i d e th a t yo ur w i fe I h ave a ll I nee d (The .
wi ll re ce i ve a che ck reg res p on se is t o i n s ur an ce

u la rly e v e ry m on th a s in m os t c a s e s n ot t o
,
A SS I GN M ENT TO BE RE P A RE D
P B EF O RE RE A D ING
LE S S O N XV II
Not e how in t he s a le s i n t e r vi ew b etwee n Co lli n s a n d
Hud s on (which is giv en in full b e low) Co lli n s h a s c o m
“
p le t e ly d e s t r o y e d Hud s on s o pp o rtu ’
n ity t o s a y I c a n t ’
”
aff o r d it . Co lli n s h a s h e re s o o u tm an e u v e re d Hud s on
th at t he l att e r c an n ot p re s e n t h is s t r on ge s t obj e ct i on
t o t a ki n g o u t i n s ur a n c e If he d oes n o t t a ke o u t
.
i n s u r an c e it will b e ve r y l a rge ly b e c a u s e he d oe s n t ’
w an t t o —a s ee m i n gly we a k excu s e in t he fa c e o f t he
re a s on s p re s en t e d by Co lli n s for his d o i n g s o .
Not e se c on d ho w Colli n s s t r i v e s t o fo rc e th i s in s u r
, ,
a n c e p r o p o s iti on i n t o a fa v o r a bl e cl a s s th r i ft is
a pp re ci at e d by e mpl o ye r s a n d th e r e fo r e o n e is lik e ly t o
e t a r a i s e by s a vi n g
g .
Wr it e o u t t he s t e p s e mploye d by Co ll i n s in t he c as e
”
wh e re he u s e d t he t ob ogg an meth o d of i n fl u en cin g
Hud s on D o t he s a me in t he c a s e wh e re he u s e d t he
.
“ ”
fo r c i n g i n t o a fa v o r a ble cl a s s m eth o d of i n fl u e n ci n g
H ud s on .
Wh at a re t he a dv an t a ges an d di s a dv an t a ge s in b oth
'
the s e m eth od s o f c on vi n ci n g an oth e r ?

Add t o t he li s t s give n in t he l e s s on a ll t he oth e r fa
v o ra b le a n d u n fa v o r a bl e cl a s s e s th at men u se in s izi n g
up p ro p o s iti on s put t o th e m .
A RT UR H COLL I N S I NTE R V I E W S jA M E S HUD S O N 1
( Co lli n s is a y o u n g li fe i n s u r a n c e s o l i cit o r wo r ki n g
ch i e fly a m on g yo u n g me n He pl an s t o c a ll on J ame s
.
1
Th i l i t i w ill t t
s s a es n erv e x ll t m th d b y wh i h yo n g
u s ra es an e ce en e o c a u
l m
s a es ll i
an c a n s e t y gm p i lly m i d m
n s u ra n c e o ou n It en , es ec a un a rr e en .
w p p
as re d xp ly f th i b k b y G iffi n M Lo l ace
a re e res s or s oo r . ve .
S ELLING LI FE INSURANCE 2 I9
Hud s on c on c e rn i n g wh om he has s e cure d t he follow i n g

,
i n fo rm ati on from on e of Hud s on s i nt i m at e frien d s ’
wh om he ha s i n s ure d ) .
Pic t ur e of J am es
”
Hu ds on . C l rk
e in Pen n s lv a n i a Oil y
Comp y
a n , P itt s u g , P a b r h
—
.
A ge h
zz .
Hig h h l gr d t sc oo a ua e .
I d tri r b t $22 w k
f irly w ll t o—
n us ou s , e a n s a ou a ee .
H as n od p d t Hi p r t e en en s d s a e n s a re a e -
o
t h i g—A mb iti t d —H b it g d
. .
S av es n o n on o s u c c ee a s oo .
A i t w it h t dy l
s s oc a e s fy g m s ea c as s o ou n en .
Pl y t a i d b i ll i rd
s en n s a n di g db xr a s an s a oo o e .
F i r f r i r p ig
an c e o ca r e eo n s .
W asd g hb y a rou d r i do l ig h t w d f m
ov e s e a s an ec e v e a s ou n ro
wh i h h h
c etir ly r as rd en e ec ov e e .
I t
s no g g d t b m ri d
en a d pp
e t ly r l ittl f t h
o e ar e an a a re n c a es e or e
i ty f w m
so c e o o en .
C rri
a ge s no r m ti r ov e n en n su an c e .
B t ti m t
es him i j t b f r l
e o s ee h b tw 1 d s us e o e un c , e een 2 an
H b as l i it d by
een s o r li r c l m r tly b t
e s ev e a n s u a n c e s a es en ec en , u
h n t b gh t
as o y i
ou r an n s u an c e .
P lan Tw ty y r
. d wm t en -
ea -en o en .
In t e r vie w
C oll i n s c all s at t he P en n s ylv a n i a Oil
.
Co mp an y offic es a n d a s ks t o see Hud s on A ft e r a few .
mi n ut es H ud s on wh o m he has n eve r met c ome s o ut , ,
i n t o t he l o bby .
Co lli n s : Is th i s Mr H ud s on ? .
“ ”
Hud s on : Y es .
Co lli n s : My n a me is Co llin s Mr Hud son I w an t , . .
t o s ee y o u p r i v a t e ly a few mi n u t es Will it b e b ette r t o .
”
t a lk in y o ur o fli c e o r h e re ?
Hud s on : We d b ett e r t a lk h e re I h a ve n o p r iv a cy
“ ’
.
in t he o ffi c e ; t he re a re s o m an y of u s wo r ki n g t ogeth e r
in th e re .
Co lli n s : Goo d ! Le t u s s t an d o ve r he re by t he
”
t a ble ( Hud s on fo ll ow s him t o t he t a b le )
. Mr 10 . .
Hud s on I am fi r s t goi n g t o a s k y o u a quest i on

,
”
which I hop e y o u won t mi n d an s we rin g ’
.
Hud s on : (H e s it at es a mo ment as if he th ought th i s ,

“
wa s a little ne rvy fo r a n i nt roducti on ) All right go .
,
”
ah e a d .
Co lli n s : M r Hud s on I w an t e d t o a s k How much

.
, ,
”
m o ne y c a n y o u s a v e ?
Hud s on : How much m on ey c an I s ave ? Why do
“
”
y o u w a n t t o kn ow th at ?
“
Co llin s : I kn ow th at s ou n d s r ath e r s udd en b ut I z o ,
d on t w a n t t o w as t e a n y o f o u r time an d s o I get d own

’
t o fa ct s at on c e I h av e a p rop o s iti on I w an t t o di s cu s s
.
w ith y ou an d I c an t do i t i n t e lligen tly un les s I h a ve

’
s om e id e a o f how much y o u c a n s a ve .
H u d s on : ( S o mewh at re luct an tly a s if he re a lly as ,

“ ”
did n t like t he i n t e rvi ew ) Oh I d on t k n ow
’
.
,
’
.
“
Co llin s : We l l o f c o u r s e y o u co uld s av e s ometh in g
, ,
”
c o u ld n t y ou ? ’
“
H ud s on : Y e s of c ou r s e , .
Co lli n s : Co uld y o u s av e a s much a s t wo d oll a rs a so

”
we e k ?
H ud s on : Su r e .
Co lli n s : We ll if y ou c o uld s a ve t wo d o ll a rs a wee k s

,
it wo u ld b e e a s y fo r y o u t o s a v e on e d oll a r a wee k ,
”
wo uld n t it ? ’
Hud s on : O f c o u r s e ; but wh a t s t he id e a ? Wh at ’
”
do y o u w a n t ?
“
Co lli n s : We ll he re s my p ro p os iti on Y o u an d I
,
’
.
n e v e r wo uld h ave o rg ani z e d t he St an d a rd Oi l Com
p an y w ould he ? M os t o f u s a re l i ke y ou We d on t
, .
’
h av e an y d e fi n it e pl an an d t he little we c an put awa y

,
s ee m s s o s m a ll we thi n k we ll w a it u n til we c an s a v e
’
.
in a big way .
“
We a ll wi s h t o s ave money an d I a m s u re y o u do ;
but we u s u a lly d on t s t a rt un til s ome on e c ome s a l on g
’
a n d s h ow s u s a goo d wa y t o do it Th e re a re l ot s of
.
o ld e r me n who h a v e n e v e r s a v e d a n yt hi n g u n til th e y
g o t a d e fi n it e pl a n ,u s u a lly s o me oblig ati on th at m a d e so

it n e ce s s a r y t o put aw ay s o met h in g re gul a rly in ord e r
t o m e et p a ym e n t s o n a cc o u n t Lot s of pe ople n ev e r
.
s a v e d a n ythi n g u n til th e y b o ught a h o m e on t he i n s t a ll
me n t pl an .
“
Now it is a re gul a r i n st a llm en t s a v in g p ro p o s iti on 88
th at I w a n t t o t a lk t o y o u a b o ut I re p re se n t t he .
H e a rth s t on e Li fe I n s u r an ce Co mp a n y I kn ow th a t .
a t y o u r a ge y o u p r o b a bly do n ot n ee d a n y li fe in s u r an c e
fo r t he p re se n t an d I a m n ot go i n g t o t ry t o i n t e re s t
,
y o u p a rticul a r ly in l i fe i n s u r an c e But my c omp an y 90

.
i s s u es a Thri ft Po licy t he o bj e ct o f which is t o en a ble

’
a y o u n g m a n o f y o ur a ge t o a c cumul a t e a s u m of m on e y
by t he time he is a roun d fo rty Th at is t he c r itic a l

.
time o f li fe with t he a ve r a ge man He u s u a lly n ee d s .
mon ey then t o buy a ho me o r i n v e s t in bu s i n es s Th i s 95 .
Th r i ft Policy has b ee n a g re at s u c c e s s It is a lre a dy .
v e ry p o pul a r a n d we a re s e lli n g a lot o f th e m t o t he

”
y o un g men h e re in Pitt s b u r gh .
H ud s on : We ll I gu e s s it is a g oo d thin g but y ou
, ,
s a id it wh e n y o u s t a t e d th a t I did n t n ee d an y li fe in 100
’
s u r a n ce
. If I w a n t e d an y i n s u r an c e I wo uld h a ve t a k e n
,
it with t he gov e rn me n t .
Co lli n s Q u i t e ri ght . I c a n s ee th a t y o u re a lly

d on t n ee d an y i n s u r a n c e prot e cti on if y o u h a v e n o de
’
p en d en t s an d y o u wo uld h a ve b ee n r ight t o t ake t he 105

gove rn me nt i n s ur an c e if y ou h a d n ee d e d any fo r i t is ,
a fin e t h in g .
I wo uld n ot prop os e a ny pl an fo r y ou n ow th a t
fe ature d t he li fe i n s u r a nce e n d of i t Th at will c ome a
.
little l at e r But t he Th ri ft Po licy is p r im a r ily a s a vi n g s n o

pro p os i t i on—t he fin e th i n g a b o ut it is th a t y o u o blig at e
.
yours e l f t o d e p os i t s o much a ye a r ; it c o m e s t o a lmo st

on e d o ll a r a wee k An d at t he e n d o f twe n ty ye a r s y o u
.
h a ve s ave d B e s id e s th e re a re divid e n d s whi c h

'
.
,
wi ll b e accumul at e d at c o mp o u n d i nt e re s t givi n g y o u 115

,
a s u r plu s o ve r a n d a b o ve t he
“
Hud s on : I s n t th e re a n y li fe i n s u r a n c e c on n e ct e d
’
”
wi th i t ?
Co ll in s : Oh y es of c o urs e b ut it is me re ly fo r t he
, ,
purp ose of i n s uri n g yo ur s a vi n g s acc o u n t Y o u s ee i t 120

.
,
wo r k s th i s way Supp os e y o u d e p os i t e d a n e ve n fi fty

.
d o ll a r s a ye a r at t he b e gi n n i n g o f e a ch ye a r in a b a n k l
.
Du r i n g t he fi r s t ye a r y o u h a v e fi fty d o ll a rs At t he en d
.
o f t e n y e a r s y o u w o u ld h a v e fi v e h u n d r e d d o ll a r s plu s t he
i n t e res t e a rn e d o n a ll yo u r d e p os it s If y o u die d in an y 125

.
ye a r b efore y ou r t ot a l s a v i n gs a mo un t e d t o yo ur
e s t a t e wo uld b e s h o rt o f by a c e rt a i n a m o un t .
Wh i le th i s d e fic i t wo uld b e s m a ll in t he l a s t t wo o r th ree
ye a rs i t would b e l a r ge i n t he e a rly y e a r s Now t hi s
, .
is j u s t wh e re t he li fe i n s u r a n ce fe a tu re c o m e s in Y o u 13 0
.
m a ke yo ur d e p os it s fro m y e a r t o ye a r The g r e at e r
.
p a rt of t he d e p o s it goe s t ow a r d t he s a v in gs a c c o u n t
a n d a s m a ll p a rt is u se d t o i n s u re t he di ff e r e n c e b e tw e e n
t he a m o u n t of t he s a v i n g s fu n d a n d t he t ot a l a ime d a t
of c a se o f d e ath e ven aft e r y ou h ave m ad e 13 5
In ,
on ly on e d e p o s it y o u r wh o l e fu n d o f is p a id t o
—yo u r m othe r o r s i st e r
,
a n yb o dy y o u w a n t t o l e a v e it t o
o r an yb o dy e l s e ; o r y o u l e a v e it t o y o u r e s t a t e an d i t
put s y o u s qu a re with t he wor ld If y o u s h o uld h a ppe n .
t o m a rr y s o m e da y why th en y o u c a n e a s ily see th a t 14 0

, ,
y ou h a v e go t t he b e s t c o mbi n at i on p o s s ibl e ; if
y o u li v e o u t t he twen ty ye a r s ; for t he fa m i ly
if y o u do n t
’
Th ere 18 n o oth e r s av i n g s p rop os iti on i n
.
t he w o r ld like It It h e lp s a ma n t o get on his feet if he

.
,
live s an d if he di e s it p a y s his d e bt s an d le aves h i m a 14 :

,
”
goo d b u s in es s rep u t at i on .
“
H u d s on : We ll it l oo k s goo d en ough b ut I d on t
, ,
’
b e li ev e I w an t t o do an yt hi n g n ow B es i d e s twenty .
,
”
y e a r s is a lon g time .
“
Co lli n s : I m gl a d y ou a gree w i th me th at i t loo ks 15 0
’
like a goo d p ro p os iti on Th e r e s n othin g e l se I kn ow

.
’
o f which give s a y o u n g ma n s uch a goo d c h a n c e t o s t a rt
a s a vi n g s a cc o u n t a n d s uch a fin e m eth o d of ke e p i n g up
h is d e p o s it s re gul a r ly But th at i s n t a ll The effe ct

.
’
.
o n oth e r p e o pl e o f t a k in g s uch a st e p is v a lu a bl e Bu s i 15 5 .
n e s s me n e xp e ct th a t y o u n g me n will i n s ure if th e y are ,
loo ki n g a h e a d t o t he fu tu re an d it is t he forw ar d loo k

,
-
in g ma n who is w an t e d in t he goo d j ob s Y ou s ay .
twe n ty ye a r s is a lon g time It s ee m s s o t o y ou an d .
—
me ; but a s k yo u r fath e r as k an y m an fo rty ye a rs old 15 0
o r o ve r
—if twe n ty y e a r s is a lon g tim e As k h i m if he .
d oe s n t wi s h he ha d put a ll t he mon ey he c o uld i nt o

’
j u s t s uch a p ro p o s iti on when he was yo ur a ge But .
y o u d on t h av e t o w a it twen ty y e a r s t o get rea l b en e fit s

’
fro m thi s Th ri ft Po licy O n e o f t he chi e f re qu i s ites t o 15 5

.
s ucce s s is c r e dit a n d a r e p u t ati on fo r h av i n g s o m e thin g .

Co ll in s : Mr Hud s on y ou b eli ev e in s a v i ng as a zoo
.
,
goo d fo und ati on fo r h e lp ful b us i nes s h a bit s of c o urse , ,

’ ”
d on t y o u ?
H ud s on : Y e s I gue s s i t is a goo d thin g
, .
Co lli n s : An d y o u b e li e ve th a t it is impo rt an t t o
kn ow whe re y o u a re goi ng a n d t o get s t a rt e d e a rly 205 ,
”
d on t y o u ?
’
Hud s on : Ye s .
Co ll i n s : Y o u kn ow t oo th at t he man who buy s a

, ,
h o u s e on t he i n s t a llmen t pl an o r j o i n s a bu i ldin g an d -
l o an as s oc i ati on o r buy s a Th r i ft Po licy will mo re 210

s u re ly get a s a v i n g h a bit th an t he m an who s i mply
I m go ing t o s av e m o ne y wh e n I h a ve a l i tt l e
‘
s ay s
’
,
”
s urplu s I s n t th at ri ght ?
.
’ ’
“ ”
Hud s on : Y e s .
Co lli n s : Y ou e xp e ct t o b e i n bu s i n es s s o me day 215

an d y o u i n t e n d t o s a ve m o n e y d on t y o u fo r th a t ’
, ,
”
pu r p o s e ?
Hud s on : I gues s s o .
Coll in s : But y ou h a ven t y et d ec id e d on a pl an ’
h a ve y ou ? 220
H ud s o n : N8 .
Colli n s : An d y o u c a n s ee th at t hi s Thri ft Po licy is

a goo d pl an It b e a t s a ll othe rs b e c a u s e it i n s u re s t he
.
s a vi n g pl an It is b ett e r b e c a u se t he li fe i n s u r an c e
.
fe ature is a p rot ecti o n a g a in st t he u n e xp e ct e d h a pp e n 225

i n gs o f t he future If a man has a s avi n g s a cc oun t
—
.
,
p eo ple th in k th a t is goo d he is pre p a r i n g fo r t he fu

tu re If he h as a Th ri ft Pol i cy the y thi n k he is pl an
.
,
n i n g n ot only fo r his ow n futu r e but fo r t he futu r e o f ,
oth e r s He is pl a n n i n g a g a i n s t t he u n kn own an d t he re c
.
u n e xpect e d He ha s fo res i ght He is prov id en t He

. . .
is wi se . An d th ese q u a lit ie s y o ur e mploye r a n d

a re
o th e r e mpl oy e rs a re loo k i n g for i n a y ou n g ma n .
”
Y o u kn ow Bill C a me ron d on t y o u ?
’
,
“ ”
Hud s o n : Y e s .
Co l li n s : We ll he h as t a ken a Th r i ft P olicy w i th me
, ,
”
a n d s o h a s R a ym on d Crown I gue s s y o u k n ow h i m
. .
Hud s on : Y es I know Ray , .
Co lli n s : Yo u a re a b o ut twe n ty t wo o r twen ty -
”
th ree y e a r s old a re n t y ou ?
,
’
“ ”
Hud s on : Twen ty t wo - .
Co lli n s (t a k i n g o u t his r at e b oo k ) : At yo ur a ge t he
a nn u a l d e p os i t is a l i ttle l es s t h a n on e d o ll a r a wee k .
It is
Hud s on : Do I h a ve t o p ay i t a ll at on ce ?
Co lli n s : It is b ett e r if y ou c an fo r t he d e p os i t is a
, ,
”
little m o re if y ou m a ke i t se mi an n u a lly o r q u a rt e r ly
, .
“ ”
Hud s on : Wh at is it qu a rte rly ?
Co llin s : Twe lve d oll a rs a n d fift y t wo c ent s -
.
“
Hud s on : We ll i t would b e e a s i e r t o p ay i t th at 25 0
,
”
way .
Co ll i n s : Th at w i ll b e a ll r i ght ; a n d l at e r if y o u ,
”
w a n t t o ch an ge y o u c an do s o
, .
( Ta kes o ut a pplic ati on bl an k a n d fo unt a i n p e n ) .
“ ”
Wh at is yo ur full n a me Mr H ud s on ? , .
“ ”
Hud s on J a m e s H otchk i s s Hud s on .
( Co lli n s w ri t e s t he n a m e a t t he t op of t he a ppl i c ati on

bl ank an d proc ee d s t o a s k q ue s t i on s an d t o fill o ut t he
bl an k Wh e n i t is c ompl et e he pu s h e s it ov e r t o H ud
.
s on a n d g i v e s h i m t he
p en Hud s on h e
. s it a t es a m o 2 00
men t a n d re a d s t he a ppl i c at i on fr o m b e gi n n i n g t o e n d ,
then s ign s ) .
( D on t fo rge t t he as s i gn m en t o utli n e d on p a ge
’
LESSON XVI I . MOTIVES FOR B UYING L I FE
INSU RANCE
I n s t i nct i ve ly n o on e w an t s li fe i n s ur an ce It is n ot
—
, .
a n objec t th at is b o ught b ut a J a vier an a b s tr a ct s o rt

,
o f thi n g
—t o which we h av e n o re a dy m a d e res p on s e -
.
M o reove r t he s e rvic e c ann ot b e cl as s ifi e d am on g

,
m on e y m a ki n g s ch e me s an d s o we h av e n o gen e r a l
-
,
h a bit fo rme d meth o d of d e a l i n g wi th i t e xcept t o re

-
,
je c t it A .n d w o r s t o f a ll t h e b e n e fit s fr o m t h e s e rvic
, e
a ccru e s o m etim e i n d e fi n i t e ly i n t he future gen e r a lly ,
a ft e r t he p u r ch a s e r is d e a d
1
.
D e s p i t e a ll th e s e h an dic a p s bill i on s of d oll a rs of in ,
s u r a n c e a re s o ld e v e ry y ea r And t he e mph a s i s s h ould .
“ ”
b e up on t he w o r d s old for p r a ct i c a lly none of thi s ,
“ ”
b u s i n e s s is b o ught by pros p ect s .
To s e ll a p ro s p e ct i n s u r an ce on e mu s t nee d s pre sen t ,
fo r his c on s id e r ati on ce rt a i n id e as ( r e a s on s ) a n d a t t he
1
I dd i i t t h
n a t on o why w t l if i
e s e re a s on s th i n o on e an s e n s u r an c e , ere s
l g p f th
a so a rou o ra i ( t h i lly k w
er u n c on s c o u s rea s ons mp l ) ec n ca no n as co exer
wh i h c t t
c a u s e us no w t t di o th bj t B
an o f t h xt m l y
s c us s e su ec . e c au s e o e e re e
un pl t
e as an t f d th w
n a u re o i t t h i ki g b t it
ea , d e res sll m n n a ou an u se a ann e r
f m fl g wh y t f t it Lif i it l f i “ ”
o ca ou a ei i en t s n ec es s a r o re e r o . e n s u ra nc e, se , s
s uc h m fl g f t h l t h i g wh i h i d t h i
a ca ou a e or e re a J t n c s ea n s u ran c e .
”
us as
wh e n on e s p ill hi d i i t hi l p h t i t f g t t h i id t w
s s n n er n o s a e r es o or e e nc en , so e
a ll t y t f g t d
r o h A d j t th
or e ea t . wh h d t h
n id t t di
us as e on e o a e ac c en a nn e r
t f
rese n s re ere n c e t it l ll f o , t f
so a so a t mi g d t h
o u s res en re e re n c e o ou r c o n ea .
Th l if ie e l m h t ll t h
n s u ra n c e s a es i t h t i t ly
an as o se , e n, a s e rv c e a s no on
i t i t i ly t d i d b t l
ns nc ve no t
e s re l ly pl tt
u id
a s o ac u a un e as a n o c on s er .
h di
For fu rt er s c u s s ion s e e J H W dw d Th I fl
. . oo ar ,
“
e n f Tren on
u en c e o d
Sa l m h ip i
es an s , n The E artern U d wi S pt 6 9 9
n er r ter, e . 2 , 1 1 , an d for a ore m
g en eral di i s c u s s on of th i s su bj t i p p l l g g
ec n o u ar an ua e , s ee B Hart , The .
Pry c hology of Inm n ity , 1 91 2 .

The p ro s p e ct mu s t b e p os s es se d wi th fa vo r ab le mo
tivas b e fo re he will buy Th ese mot i ves may b e cl ass i fie d
.
a s e ith e r
c on vic tion s ( b e lie fs ) o r
imp u ls es ( d e s ire s ) .
In o rde r t o se ll t he pros p ect t he s a les m an mu st p re~

,
s en t t o h i m a pp ea ls App e a l s may b e d i vide d i n t o t wo

.
g ro up s
idea s ( l ogi c a l a pp e a l s ) an d
in c itemen ts (e mot i on a l a pp e a ls ) .
In othe r wo r d s t he s a le s m a n is in t e res t e d in s ecuri ng

,
a c e rt a i n r es p on s e fr o m t he p ro s pe ct
— n a m e ly th a t o f ,
s ign i n g t he a pplic a t i on But b e fo re thi s ultim at e re

.
S p on s e c an b e s e cu r e d i t is n e c e s s a ry t o b ri n g a b o ut
oth e r r e s p on s e s
— n a m e ly c e rt a in c on v i ct i on s a n d c er
,
t a in impul s es The d et e rm in at i on of j u s t wh a t c on
.
v ic t io n s a n d impul s e s mu s t b e in t he p r os p ect s m i nd
’
b e fo re he wi ll b u y is wh a t is i n v o lve d i n t he t h i rd an d
fou rth s t e p s in t he s t r at e gy of s e l li n g .
To b r i n g a b o ut th es e re s p on s es i t is nec e s s a ry for t he
s a l es m an t o p res e nt c e rt a i n s itu a tion s Ideas a re p re .
s e n t e d s o as t o l e a d t o c on victi o n s ; i n cit e men t s a re

p res e n t e d s o a s t o le a d t o impul s es .
Di a g r a mm atic a lly a ll thi s may b e s h own as fo llows

S it tion
ua R es p on se
I . Id e as. a Co nv i cti on s
. Sign s
2 . I nc it e men t s . b Impul s es. a pplic ati on ,
M OT IV E S FO R B UY I NG
A pros p ect wi ll buy on ly wh en he h a s fav or a ble mo
t iv es fo r d o i n g s o A s j u s t s t at e d s uch mot i ves may
.
,
b e e i th e r c on victi on s o r impul ses .

Convic ti on id e a plu s b e li ef
c on n ot es An i d ea .
may o r ma y n ot b e a cce pt e d as t r u e Fo r e x a mple .

,
I h a ve t he i d e a th at i n s u r an c e is a s a fe i n ve s tme n t .
Mo reove r I b e lie ve it Con s e qu en tly I h a v e a c on

, .
,
v ic t io n in t he m att e r But Smith my p ro s p ect may .

, ,
a l s o h a v e t he id e a but n ot b e li e v e it , He d oe s n ot h ave .
a c o n victi o n th a t i n s u r a n c e is a s a fe in v e s tm e n t He .
m ay h a ve t he o pp os it e c on victi on o r he may n ot h av e
a c on v i ct i o n o n e wa y o r t he oth e r B e fo re I c an s e ll
him I mus t ch an ge t he s imple idea I n s u r an c e is a s a fe
, ,
”
i n v e s tmen t in t o a c on vic tion Th i s will b e d on e by
, .
pre sen ti n g re a s on s an d an s we ri n g obj e ct i on s A c on .
v ic t ion is th e n an id e a wh i c h is a cc e pt e d a s tru e
which is b e lie ve d 1 .
I mp u l s e A n imp ul s e on t he oth e r h a n d is t he w a n t
.
, ,
in g t o do s o me th i n g re g a r dle s s of wh eth e r it is wi s e ,
p ro pe r an d mo r a l t o do it or n ot For e x a mple on e
, , .
,
h as a n impul se t o t a ke an d e at an a pple in t he g roc e ry

s t o re On e h a s an impul se t o q u it wo r k an d go off c a mp
.
in g On e h a s an i mpul s e t o go t o on e s b a by wh e n i t
’
.
s c re a m s .
C on vic ti on a n d i mp ul s e c on t r a s t e d O n e d oes n ot .
ac t in t he fir s t c as e ( t a k e t he a ppl e ) a s o n e s c on v ict i on
’
,
a g a i n s t s t e a l i n g is i n fi n i t e ly s tron g e r th a n o n e s impul se
’
t o h e lp on e s e l f On e d oe s ac t in t he thi r d c a s e ( goe s t o
.
t he b a by ) for c on v i ct i o n re i n fo rc e s i mpul se
, .
1
Be li
p b bly lw y i
e f ro li g m ti If th i i
a a a s l
nv o ves s o m e fee n or e o on . s s
c orre c t th i
, h hi g i ti wh i h i p ly i t ll t l i
ere s n o s u c t n as a c on v c on c s u re n e ec u a n
t
n a u re F th k f l m hw
. or i ti
e sa e omd b c ea es s , o ev e r, c on v c on s a re a ss u e to e
i t ll
n e l p d
ec t u a d i ti g i h d f m imp l wh i h
res on ses a n m a re s n u s e ro u s es c a re e o
i
t on a l d liti l p
an Th i i
vo t on a gh f b gi
res i p y
on s es . s s c o rrec en ou or e nn e rs n s
ch l gy p
o o i l ly p y h l gi t
, a rt c u a rg d m g th m l with
as s c o o s s a re n ot a ree a on e s e v es
re g d m y p t f thi wh l bj t
ar to an as ec s o s o e su ec .
23 2 TH E PSYCH OLOGY OF
Wh e neve r we h ave s uch a c a se as th i s l ast on e act i on ,
is p r a ctic a lly c e rt a i n t o en s u e Wh e re we h ave c on v ic

.
ti on a lon e t he re is little l i ke lih ood of acti on Thu s a .
m an may b e th o ro ughly c on vi n ce d th at t he p olitic a l

a dm i n i s t r ati on in his c i ty is c o rr upt B ut he won t do ’
.
a n ythi n g a b o ut i t t i ll s o m e p e r s o n a l i n c on v e n i en c e
i n cit e s h i m o r he is motiv at e d th rough app e a l t o t he

l ofti e r ph a ses of his i n s t i n ct ive i n t e re s t s Wh e n we .
h a ve impul s e a lon e we may or may n ot h ave a ct ion ,
d e p en di n g on t he s t ren gth of t he i mpul s e t he presence ,
o r a b sen c e o f o pp o s i n g c o nv i ct i o n s a n d t he pre se nc e o r
,
a b s en c e o f c o u n t e r impul s e s
.
Supp os e a p ro s p ect has a c onv i cti on th a t he s h ould

c a rry i ns ur an c e an d an i mpul se t o buy an a uto He
, .
will pro b a bly buy t he a ut o for t he i de a a b out life in

,
s u r a n c e see m s t oo r e m o t e t o i n t e rfe re Let a s a le s m an

.
,
howe v e r a ro u se his i mpul se t o t a ke c a re o f h is wi fe

,
a n d fa m i ly , a n d th i s i mp u ls e plu s c onv i cti on a b out

,
in s u r a nc e will th en outwe igh t he a ut o impul s e a l one

,
a n d t he p olicy will b e t a ke n .
B efore a p ro s p ect will ac t he mu s t h a v e favo ra ble

c on v i cti on s an d impul se s o r i mpuls es a l on e The th i rd
, .
a n d fo u r th s t e p s in t he s t r a t e gy o f s e ll i n g are t he de
t e r m i n ati on o f wh at a re t he n e c es s a ry c on v i ct i on s an d
impul s es in an y i n dividu a l c ase The fi fth s te p is t he
.
d et e r mi n ati on of wh at a pp e a ls t he s ales m an mu s t
m a ke t o t he p ros p e ct s o he wi ll h a ve the s e ne ces s a ry
motives fo r buyi n g ( D i s cu ss e d furth e r in L es s ons
.
XXI a n d XXII ) .
Fro m thi s p oi n t on i n t he c ours e t he te rm c onv i e

,
”
ti on will b e u s e d in re fe ren c e t o an i d e a b eli ev e d in by
“ ”
t he pros p e ct ; t he t e r m i mpul se i n re fe re n ce t o a de
i n clud e d h e re in o rd e r t o a cqu a in t t he rea de r wi th t he
n atu re o f i n c it e me nt s The an a ly s i s of t he Int ern a t i on al
.
Co rre s p on d en ce Sch oo l an d Ove r l and a ut o a dve rt i se

m en t s wa s fo r t he purp os e of m a k i n g cle a r th at an in
”
c it e me n t o p e r a te s by e xplo di n g a b o mb wi th i n t he
i ndividu a l by m a k in g h i m w an t t o do s ome th in g The
, .
a ro u se d a ct i vity m ay th e n b e ut i l i ze d by a s a l es m a n
“ ”
thro ugh fu n n e lin g i t t o t he d es i re d a c t i on .
U s e of id ea s a n d in c it e me n t s in s ellin g Id ea s for
.
t he pu r p o se o f c on vi n ci n g a pros p ec t w i ll s eld om s e ll
h im Nor will i n cit e ment s for t he pu rp ose of i mp e l li n g

.
him s e ll h i m The av e r a ge man mus t b e i nfluence d

.
thro ugh b oth i d e as an d i n c it e ment s .
AI1 e mot i on a l a pp e a l d oe s n ot a lon e s uccee d bec a u se

t he a v e r a ge m an rese n t s s uch a pp e a l s But if his m i nd
.
is p r im a r ily occ u pi e d with re a s on s he d oe s n o t p ar

,
t ic u la rly n otic e t he e m oti o n a l e l e m e n t s an d c ou se
qu en tly d oe s not re se n t th e m An d s o un c on s c i ou s of
.
,
“ ”
how t he i n cit e me n t s a re a ro u s i n g his i mpuls es he ,
g r a du a lly fi n d s him s e l f m ore an d m o re i nte res te d ; t he

re a s on s give n by t he s a les m a n a pp ea r more an d m ore
t o t he p o int ; an d fi n a lly he buy s .
T a ke t he c ase of H a r ri n gton an d Alde rs on as an

“
e x a mple . At li n e 3 3 8 Ald e rs on s a y s So wh i le your
, ,
pro p o s iti on is a goo d on e I d on t b e l ieve I n ee d it

,
’
.
I ll l e av e my est at e in t r u s t an d it will b e re as on a bly

’
s ure . The p e rcen t a ge of loss es on e st at es left in tru st

”
is n e gl i gi ble .
H a rr i n gt on ha s es t a bl i s h e d conv i ct i on s as t o t he
v a lu e o f his prop os ition an d has a rou se d Ald e rs on
th ro ugh i ncit e men t s t o his l ov e for his son d a ught e r , ,
a n d wi fe .But wh at mu s t he do at th is poi nt i n o r d e r
to clos e ? Cl ea rly he mu s t es t ab l i s h t he c onv i ct i o n

,
th at th e re is a ch an c e th at Ald e r s on s fa mily m ay l os e
’
his es t a t e th ro ugh a tru s t c omp a n y fa i lu re an d th a t ,
t he in s ur a n c e pr o p o s i t i on is a b s o lut e ly s a fe An d he .
mu s t s till furth e r i n c i t e Ald e rs on t o a ct i on R e a d on c e .
a g a i n l i n e s 3 4 2 t o 3 8 7 L es s on I I t o see how H a rr i n gt on
, ,
a ctu a lly did u s e re as on s an d i nc i t e m en ts i n o r d e r t o
es t a bli s h t he n ee d e d co nv i ct i on an d t o a ro u se t he
n e ce s s a ry impul ses wh i ch w o uld l e a d t o a cce p t anc e o f
t he p r o p o s iti on.
In c e rt a i n c a s es in c 1t e ment s a lon e are n e ces s a ry .
Thi s is t he c ase w i th children H en c e all t he l aw s s afe

.
gu a r di n g th e i r a ct i on s It is a ls o t he c ase with
.
—
childlik e ind i v i du a l s p eople w i th low i n t ellige nc e or
d e fe ct i v e men t a lity The c o u n tles s s t ori es of n eg roe s
.
buy i n g p i an os for le an t o h o u se s illu s t r a t e t he p o i n t

-
.
The m o re childlik e t he i n d i vidu a l t he l e ss re as on s a re

,
nee d e d an d t he m ore d i re ct t he i n cit e men t m a y b e ;

'
t he m o re i nt e llige n t an d m ature t he i n div i du a l t he ,
mo re re a s on s a re n ee d e d an d t he m o re i n di re ct t he in
c it e men t s mu s t b e . B ut i n c i te m en t s are n ec es s a ry i n
i n flu en c i n g t he i n te llectu a l le a d e rs of t he c ount ry as
well a s t he l e a st i n t e llige nt .
FURT HER D IS C U S S I ON C O N C E R N IN G M OTIV E S A ND

A P P E A LS
In S ect i on E The Ta ct i c s o f S e ll i n g a mo re de
, ,
t ai l e d a n a ly s i s of c on v i cti on s an d i mpul s es will b e p re

s en t e d
. At thi s p oi n t i t is s u ffic i ent t o c on s i d er t he
re a s on s an d i nc i te ment s wh i ch a s a les m an c an ut i l i ze
in se ll in g a p ros p e ct .
The rem ai nd e r thi s l es s on is d ev ote d t o lis t i n g

of
s o m e in c itemen ts u s e fu l in s e lli n g i n s u r a n c e I dea s t o

.
b e e mploye d in t he s a m e c on n e cti on a re p re s e n t e d in
t he followi n g l e ss on .
I N CITE M E NT S WHICH CA N B E U S E D IN S E LL I NG
I N S URA N C E
The s i tu at i on s whi ch util i ze d as i nc it e ment s

c an be
a re l i s t e d in t he o r d e r in which t he in s ti n ct s a re dis
cu s se d in Le s s on s IX t o XI a n d XIV .
Figh tin g Wh en a p r os p e ct c a n c a r ry a p ol i cy which

.
he n ee d s on ly by s a c ri fic i n g s o me o f his ple a s u res t he ,
fight i n g i n sti n ct c an b e a pp e a le d t o Men like t o do

.
h a rd thing s wh en th ey are put up t o the m as s uch If .
b e fo re i n t e rv i ewing a yo u n g man t o t a k e ou t an en d ow
me nt p olicy t o s a v e m on e y ) he we re s uppli e d w i th
a c o py o f Elb e rt H ubb a rd s A M es s a ge to Ga rc ia
’
thro ugh m a il t he wh o le s a l es i n t e rv i ew co uld b e moti

,
v a t e d by a s light re fe ren c e t o G a rc i a Men do n ot li ke

.
t o h a ve it s ugge s t e d th at th e y c an t do th i n gs th a t
’
th ey a re afr a id b ec a us e of thi s fighti n g in s ti n ct St o

, .
r i e s of t he s ucce s s of g re at men who ha d t o s truggle

duri ng y o uth a rou se a d es i re t o e mul ate th e ir e x a mpl e .
The fight i ng an d m a s te r in g i n s tinct s s t r en gt he n ea ch

oth e r a n d c an b e a pp e a l e d t o a t t he s a m e tim e in m os t
i n s t ances Ord i n a rily t he fighting i n st i n ct c an b e

.
,
t o uch e d up on a l s o wh e n a pp e a li n g t o t he s ex an d p a ren
t a l ins t i nct s s i n c e wi fe a n d child r e n pr es e nt s itu a ti on s
,
wh i ch i ns t i nct i vely a ro u s e t he fighti n g i n st i n ct The .
s t o ry of how p ro ud Mrs B l an k was wh en he r h us b an d

.
t oo k ou t i n s u r an ce for he r p rote cti on a lw ay s

I fee l u n d e r t he c i rcums t an ce s th at y ou would n ot o b
jec t t o”my s ubm itt i n g a p r op os iti on th at wo uld fit yo u r
n ee d s (The i mplic ati on i n di re ctly e xp res se d is th at
.
M r Cli en t a n d t he s a l e s m an w i ll s o me day di s cu s s t he
.
s ubj e ct a g a i n an d M r Cli ent w i ll n ot a pprov e P r os

, .
cti if h d oe s n ot a t l e a s t c a re fully c on s id e r
’
p ec t s a o n e
t he m a tt e r ) .
2 .App rov a l fro m s ales m an Th i s p oi nt will b e en

.
la rge d up on in a l at e r se ctio n de a li n g with se cur i ng a

d e ci s i on It s h o uld b e re a lized h e re h oweve r th at t he
.
, ,
m o re t he s al es m a n con duct s him s e l f as a rea l man ,
wo rthy of res p ect an d con s i d e r ati on t he m o re t he ,
p ro s p e ct will w a n t i n sti n ct i v ely t o obt a i n his a pp rov a l .
He will des ire t o tre a t h i m i n a c o u rt e o u s m an ne r t o ,
re s p e ct h is op in i on s t o c on s id e r his a rgume nt s a n d t o
, ,
“ ”
a pp e a r a s o n e wh o a ct s n ot up o n t he b a s i s o f
, whim ,
but up on th at o f c a lmly re as on e d -o ut p roc e dure Be .
c a u s e we do t re at an old fri e nd o r a cqu a i n t an ce b ett e r

th a n a s t r an ge r m an y i n s ur ance s a le s m en m a ke a p o i n t
,
o f ge tti n g a cqu a i n t e d w i th th e i r p r o s pe ct s a n d p o s s ibly
meeti n g th e m s e ve r a l t i mes b efo re broa ch i n g th e i r

bu s i n e s s .
D es ir e t o a v oi d s c ornf u l b eh avi or t owar d u s Thi s .
is t he re cip roc a l of s e cu ri n g fa vo r a ble a pprov a l The .
p o s it i ve a n d pl e as an t s id e s h ould a lw ay s b e pl aye d up .
S o m etim es h owe ve r it is n ec es s a ry t o ja r a p r os pect

, ,
by hi n tin g at t he s co rn th a t m ay b e s h own him for

fa ilu re t o buy But thi s s h o uld b e pre s en te d in a
.
“
t o uch an d go m ann e r a n d b e i mme d i ate ly followed
- -
by a pp e a l s t o h is d es ire for a pp rov a l .
M a s t e rin g in s tin c t l ea d ers h ip p rid e 1 It c an b e

, , . .
s h own th at s ucces s i n bu s i n ess c an b e b r ought n e a re r

by e lim i n at i ng worry—wo rry a b o ut on e s fa m i ly when ’
o n e is d e a d o r a b o ut o n e se l f in o ld a ge
, 2 It c an b e . .
p o i n t e d o u t how t he c e r t a in ty o f g re at e r c a p i t a l in t he
future (thro ugh an e n d owm e n t p olicy ) w i ll a id in s u c
c es s fu l u n d e rt a ki n g s 3 D e s i r e t.o do wh a t o th e r men
.
h ave d on e c an b e s timul a t e d a l s o t he un will in gnes s t o ,
a dmit t o on es e lf th a t on e c an not a cc o mplis h wh at
O t h e r s do .
S u b mi s s ion 1 Tow a rd t he s a l es m a n Tow a rd

. . .
c e rt a i n Ind i v i du a ls we i n s t i n ct i ve ly as s ume a s u b mis

s i ve a tt i tud e ( See Le s s on X ) Wh e n t he s a l es m an
. .
is o f t he typ e th a t s e cures s uch a n a tt i tud e n atur a lly ,
he is fa v o re d by m o re res p ect ful a tt e n t i on an d a gre at e r

d es ire t o ple a se th a n is m e re ly s h own und e r t he i n st i n ct
t o sec u re fa v o ra bl e a tt en ti on .
Gowi n 1
h as c a lle d o u r a tt e n ti on t o t he e xt e nt t o
which t he e xe cut i v e s s ucc es s d e p e n ds up on h an dl i n g
’
me n an d t o t he fa ct th at on t he a ve r a ge he is t a ll e r , ,
a n d h e a vi e r th a n o th e r men Th e re is n o qu est i on th a t
.
t h os e t wo fa ct s a re r e l a t e d — th a t phys ic a l s i ze a id s i n
c on tro lli n g oth e rs th ro ugh t he o p e r at i on o f th i s ih
st in c t . L a r ge s a le s m en s h ould t a ke a dv an t a ge of th i s
n a tu r a l a dv a n t a ge o f th eirs An d s m a lle r s al e s m en .
s h o uld e n d e a vo r s o t o c ar ry th e m se lve s as n ot t o l ose
an y m o re a dv an t a ge h e re th a n is n ec e s s a ry Th ey .
s h o uld r e m e mb e r a l s o th at th e re h a v e b ee n gre a t l e a d
e rs o f men who h a v e b ee n u n d e r s iz e d like Alex an d e r ,
t he Gre at N a p oleon an d Ne ls on an d t hat men t a l

, , ,
ch a r act e ri s t i cs a re a fte r a ll mo re i mp o rt ant th an phy s i

c al o ne s in d o mi n at i n g o th e rs .
To t he e xt en t t h a t t he s a les m a n d oe s c o mm an d i11
1
E B G wi
. . o Th E n, ti d Hi C t l f M
e xec u 1915 p 3 3 2
ve a n s on ro o en , , . .
st in c t iv e ubm i s s i on from t he pros p ect t o j u st th at

s ,
e xte n t he c a n di s p en s e with re a s o n s an d r e ly on dire ct
a n d o p en a pp e a l s t o i n s ti n ct i v e i mpul se s In s e lli n g .
i n s ur a nce t o a n eg r o s e rv an t i t wo uld b e e nti re ly fitti n g

t o th r ow a r gum e n t a lm o s t e n t i re ly t o t he wi n d s a n d
t e ll him if he l ove s his wi fe an d children he ll buy t he

’
i n s u r a n ce The s a me h old s t r u e in t he c a s e of an e ld e r ly
.
s a le s m a n o f c o mm an di n g p e rs on a lity d e a li n g wi th
yo u n g me n He c an a s s um e a fat h e rly a tt i tud e an d
.
t a lk v e ry fr a n kly a n d o p en ly a b out t he y ou n g m an s ’
wi fe a n d c hild Re m emb e r in thi s c onn e cti on th at

.
wh e n on e i n st i n ct ive ly b e c ome s s ubmi s s i ve t o an oth e r

he th o ro ug h ly e n j o y s ple as ing t he oth e r a n d in b e in g
s ub mi s s iv e .
2 . Submi s s i on t ow a r d le a de r s The re c omm en d at i on

.
o f a phy s ici a n m a ke s us w a n t t o buy a b re a k fa s t food .
But s imil a r re c o mme n d a ti on s fro m a P re s id en t o r fro m

roy a ft y h a s m u ch l es s effe ct b ec a u s e we do n ot fee l
,
they a re le a d e r s (exp e rt s ) in th at s ubj ect l Test imo .
n i a l s in b e h a l f o f li fe i n s u r an c e fr o m n a ti o n a l le a d e r s ,
lik e H a r di n g Ta ft an d Wil s on are v a lu a ble i n in flu en c

, , ,
in g me n ; a l s o t e s t i m on i a l s fro m men who a re le a d e r s

in t he pro s p e ct s own li n e of bu s i n e s s u n les s i t h a pp en s
’
th a t t he pros p e ct i n di v idu a lly d oe s n ot like th e m The .
fa ct th at t he p re s i d e n t o f a c omp an y i nd o rs es i ns u r an c e
h a s m o re we ight with his e mpl oy ee s th an t he o pi n i o n
o f a lm o st an y o n e e l s e b ec a u s e he is th e ir l e a d e r i n m an y
,
o th e r w a y s .
B e c a u s e thi s i ns t i n ct of hum an b ei n gs t o s ubmit t o

oth e r s is l e s s we ll u n d e r s t oo d th a n t he oth e r s c on s id e r ,
“
thi s qu ot ati on fro m Sc ott : Goo d s offe re d a s m e an s o f
The au t h or s
’
Relative Mer it of Advertis ements , 191 1, pp .
—5 —
3 9 40,5 2 3 , 60 .
ou s ques tion s a s ke d th e m an d th ey s aid Y es h e re ,

“ ” “
o r r a th e r Te n th o u s an d
”
,
If th e y s a id
. Twen ty
, ,
i t wa s e xpl a i n e d with a g r i n th at t e n wa s t he limit .
Pra ctic a lly e v e ry man e xc e pt c on s c i en t i o u s o bj ect o r s

, ,
t oo k o u t i n s u r a n c e a n d n e a r ly a ll for B e fo re
th i s s ch e m e wa s p u t i n t o o p e r at i on a c on s id e r a ble,
“ ”
mi no r ity h a d t o b e s old i n s u r an ce i n d i vidu a lly an d
m an y re fu s e d ev en th en Thi s is t he i n st i n ct th a t
.
s h o u ld b e a pp e a l e d t o v e ry s tron gly in i n duci n g e m
p y lo ee s o f a fi r m t o t a k e o u t i n s u r a n c e wh e n t h e m an
a ge men t h a s a lre a dy s h own an i n t e re st in t he m att e r .
S oci eti e s p a rticul a r ly of t he m o re p oo r ly e duc at e d

, ,
c an b e s we pt off th e i r fee t a n d a ll m e mb e r s i n s u re d
when t he a tmos ph e re h a s b een s u ffi ci e ntly ch a r ge d with

“ ”
t he id e a ,Eve ryb o dy s d o i n g it
’
.
(The eth i c s o f a ll thi s may b e que s t i on e d Und o ubt .
e dly much p re s e n t e d in thi s c o u r s e c o uld b e utili z e d fo r
u nwo rthy e n d s The s am e ap pli e s t o t he fi n di n g s of

.
e v e ry s ci e n c e .If we b e a r in mi n d h owe v e r th a t t r u e
, ,
“ ”
s a l es m a n s hip i n v o lv es s e rvic e ,we will b e a bl e t o s at
is fy th os e who ques ti on t he a d v i s a bility of givi n g fo rth
s uch me th o d s of h an dli n g oth e r s I n s u r a n c e is c e r
.
t a in ly a g re a t b oon t o m an ki n d B ut u n le s s me n m ad e
.
a bu s i n e ss a n d a p r o fit o u t o f s e lli n g it i t w o uld r e m a i n
,
pr a ctic a lly un kn own t o t he wo r ld ) .
S ex
. M or e i n s u r a n c e is s old th rough m oti v a ti on on
t he b as i s o f a m an s lo v e fo r his wi fe th a n o n an y oth e r
’
grou n d In cons e quen c e n o i n s u r a nce s a l e s m an will

.
,
fa i l t o h a ve rec o urs e t o t he a pp e a l t o thi s i n s ti n ct But .
i t s h o uld b e re me mb e re d th at t he i n sti n ct is ve ry
st ron g a n d is cl os e ly a s s oc i at e d with t h e fighti n g in
s t in ct
. In conse q uen ce a s tr an ge r mu s t b e ve ry t a ct
,
fu l i n a pp e a l i n g to a man to p rot ect his wife The

.
p ros pe ct s h o uld b e w atch e d most c a re fully a n d a n y

i n dic at i on of a nn oy a n c e or wr ath s h o uld b e t he s ign a l
t o ch an ge t he s ubj e ct t o s om e les s i n t i m at e t o pic .
L at e r i n t he i n t e rv iew t he a ppe a l c an b e s afe ly m a d e .
It is for th i s re as on th a t t he a ppe a l i n m a ny c a se s has

t o b e re s e rv e d unt i l l a t e in t he i n t e rv i ew an d re li an c e
mu s t b e b as e d up on oth e r m ot i ves t o a ro u s e i niti a l

i nt e re s t an d h old i t .
On e of t he an n oy i ng h a p pe n i ng s i n t he l i fe of a
m a r ri e d ma n is t o h a v e his w i fe re p o rt th a t Smith s ’
wi fe c a lle d a n d th at Smith h as t a k e n out c on s id e r a b le

in s u r an ce F re qu en tly Mrs Sm i th has u s ed t he i n c i
. .
d en t c on s c i o u s ly o r u n c on s c i ous ly t o cr a ck up he r hu s
b a n d Th e m a rrie d man is a ro u se d by t he i mpli e d
.
riv a lry b etwee n h i m s el f a n d Sm i th by love for his wi fe

, ,
t he d es ir e t o prot ect he r fr o m Mrs Sm i th s a tt e mpt t o

’
.
lo r d it o ve r he r a n d fe a r th at his w i fe is s c orn ful of h i m

,
fo r no t d o i n g a s we ll by he r as Sm ith has d on e fo r M rs .
Smith In s ur an c e s a le s me n c an not p os s ibly kn ow of

.
s uch i n cid e n t s o r d a re t o uch up o n th e m d ir e ct ly but

,
a v e ry g e n e r a l implic a t i on th at M rs . P ro s pe ct w i ll b e
gl a d t o kno w he has t a ke n ou t m o re i n s u r an c e ma y ,
t ouc h off th i s c o mpl e x s itu at i on an d a rou s e s u r pri s i n g

a cti on . Co mb i n ati ons o f s e x an d r i v a lry o r s ex an d a p
provi n g a ttitud e a re oft e n much mo re s ucc es s ful t h a n
s ex a pp e a l s a l on e .
Hu s b an d s d iff e r gre atly i n t he s t ren gt h of th e ir lov e

for th e i r wiv es With one t he s light e s t m otiv at io n i n
.
t e rm s o f his wi fe is s u ffi ci e n t t o a ro u s e a ll t he a ct i vity
d es i re d With oth e rs ve ry little a ctiv i ty res ult s But
. .
a l me n kn ow t h ey s h o uld l ov e t h e i r w i v e s e v e n if th e y
i7 ,
d on t do s o p a rt i cul ar ly an d not on e wi ll w ant t o a dm i t

’
,
th at he d oes n t Con se qu ently a pp e a l s t o lov e of wi fe

’
.
,
a n d p ri d e an d a pprov a l o f oth e r s will m ov e m os t hu s

, ,
b a n d s wh eth e r th ey lov e d ee ply or n ot

, .
P ar e n t al . A fath e r d oes n ot o rd i n a ri ly l ov e his ch i l

d re n t o an yt hin g lik e t he ex t en t th a t he lov es his wi fe .
Ne ithe r is he i n st i n ct i ve ly j e a lo u s o f t he att en t i on of
oth e r me n t o th e m as he is o f att e n t i on s h own t o his
w i fe In c on s e quence an a pp e a l t o p rot ect child re n

.
,
c a n b e m a d e much m o re o p e n ly th a n a n a pp e a l t o p ro
t e c t t he w i fe ; a n d s h o uld b e m a d e much m o re e xt e n
s iv e ly . Not e how int i m at e ly H a rri n gton di s cu s s e d t he

we l fa re of Ald er s on s s on an d d a ught e r wh e re a s his wi fe
’
is h a rdly m en ti on e d B a gle y a pp e a ls in much t he

.
s a m e m an n e r He m a ke s his a pp e a l t o an oth e r in
—
.
s t in c t which is v e ry s t ron g La an a pp e a l t o t he a p ,
p r ov a l t he s on will di s pl ay t ow a rd his fath e r in t he

futu r e He s a y s
“
. Is th e re a n ythi n g e l s e wh i ch w o uld
,
m a ke him mo re a pp re ci ativ e of his fath e r anythin g ,
e l se th at w o uld m o re s u r e ly t en d t o k ee p a l i v e in his
b re a st all his li fe a d ee p affe cti on a n d high re g a rd fo r t he

,
”
me mo ry of his fath e r ? et c .
App e a l t o t he p a rent a l in st in ct ve ry oft e n is t he b es t

“
a pp r o a ch t o t h e s e x a pp ea l H a rr in gt on s ays Y ou a n d
.
,
Mrs Ald e r s on h a ve I a m t o ld t wo child ren et c

.
, , , .
An d I h a ve n t fo r gott e n Mrs Ald e rs on e ith e r I v e

“ ’ ’
.
, .
wo r ke d ou t a b e a uti ful little tr i an gul a r prop os i ti on

th at will en a ble y o u t o c omple t e y o u r pl ans a s t o t he
”
futu re of y our wi fe y our d a ught e r an d yo ur b oy
, , .
An a ppe a l is m a d e t o Ald e rs on t o prot ect his ch i ldren .
His wi fe is c on s t an tly refe r red t o S oon e r or l at e r he .

,
“
will thi n k My wi fe wi ll thi n k th i s is a good p ro p os i
,
2 45 THE PSYCHOL OGY O F
ploy e d t o d e ve lo p c onv i ct i ons an d inc itements t o arous e
,
i mpuls e s .
The in c i t e m ent s g i ven i n t he sec on d p a rt of thi s les

s o n a re o nly a few o f a ll th at c an b e li s te d which a r ou se
t he d es i re d i n s t inc t s The s a les m an s h ould a ccumul ate

.
as m a ny s i tu a t i ons as he c an th a t w i ll a ro u se in s t in c
tive or a cqu i red i nt e rest s an d the reby mot i v at e his

re a s on s .
The s a l es m an s hould n ot o nly a ccu mul at e as m an y

i llus t r ation s e x a mples an d a p t phr ases a s po s s ible
, , ,
but he mu s t s tudy wh at eff e ct e a ch one h as u p on his

p ro s p ect s In oth e r w o r d s in pl an n i n g his att a ck up on
.
,
a man whe re p a re nt a l i n st i n ct is t o b e t he m aj or
,
“ ”
m oti v e he s h o uld h a v e a s upply of s itu a ti on s which
,
he c an we a ve i n t o t he a r gume n t s o th at his p ros p ect

wi ll b e c o m e m ore an d mo r e a r ou s e d While d o in g s o .
t he s a l e s m a n mu s t w a tch t he p ros p e ct an d j udge fr o m
his m an ne r t on e o f vo ice an d wo rd s wh at eff ect his

, ,
mot i v ati on is h a vi n g up o n him Ju s t as a phy s ic i an

.
in a d es pe r a t e c as e of s ickn e s s giv es a h e a rt stimul ant

an d w atch e s t o s e e it s effe ct s o a s a l es m an mu s t gi v e
,
“ ”
h ea rt st imul an t s an d w atch th e i r e ffe cts Th rough .
e xp e r i e n c e he le a rn s as d oe s t he phy s ici an wh a t t o gi v e
, ,
a n d how much .
A SSI GN M E NT TO BE RE P A RE D B EFORE RE A D I NG
P
LE S S ON XV I I I
Writ e o u t your an s we r s to t he fo llowi n g qu est i on s
1 . Wh a t is t he fin a l res p on se y ou d es i re from a
pros pec t ?
2 . Wh at res p on se mu st y o u get b efo re y ou c an

hop e t o s ecure t h e fin al res p on s e ?
3 . Wh a t kind s of s i tu at i on s mu st b e p re sen t e d t o
sec ure s uch res p on s es ?
4 . De fine ( a) motive ( b ) c onv i ct i on

, ,
( d ) a pp e a l,( )
e i d e a ( o r re as o n ) ( f) incit e me n t
, .
In b oo klet No I of t he s e ri es kn own a s Kn a c k of
.
S ellin g pub l i s h e d in 1 9 1 3 we re a d t he fo llowi n g

, ,
“
st at e men t : B ack of e ve ry men t a l d ec is i on a man o r
wom an m a k es l i es a M OT I V E B ack of ev e ry d eci s i on
.
a ma n o r w o m an m a ke s th a t le a ve s h i m w i ll ing t o
B UY s om e th i n g li es on e o f thes e F I V E PA RT I C ULA R
,
MOT I V E S :
a G ai n of m oney
. .
b Ga i n of ut i li ty
. .
c S at i s fa ct i on o f p r i d e
. .
( I S at i s fa ct i on of c a ut i on
. .
”
e Y i eld i n g of we a kn es s
. .
Is t he a bo ve an a d e qu at e a n a ly s i s o f t he mo
t iv es fo r b uy i ng ?
A re th e s e fiv e mot i v e s conv i ct i on s or i mpul ses ?

A re th e y fu n d a m en t a l t o t he buy i n g of in s u r
an c e ? If n ot n a m e oth e r m ot i v e s
, .
8 W ha t mi st a k es c o uld a s a l e s m an m a ke who re
.
li e d e xcl us i ve ly up on th e s e fiv e mot i ves ? (As k

your se l f wh eth e r e ach one is b as i c or me re ly
se c o nd a ry t o s o m e oth e r m ot i v e ) .
LES S ON XVI I I MOTIVES FOR BUYING LI F E .
INSURANCE ( C O NT I N U E D )
Pos s ibly y h a v e r e a d t heou
s t o r y o f Old Kin g B a lt i
m o re 1
If y ou h a ve n t y o u h a v e mi s s e d a n e nt e rt a i n
.
’
i ng s t ory illu s tr ati n g t he big p o i n t in t he l as t le s s on .
Ch i e f U mb ala own e d c e rt a i n l an d th at di a mon d e x

p e rt s w a n t e d Bu t he wo uld n t s e ll fo r an y pri ce
.
’
.
Then a pp e a re d on t he s c en e a b an k r upt Ame r ic an ci r

c us . B e r ry t he own e r a g ree d t o s ecure t he c ovet e d
, ,
l an d He m a rche d his ci rcu s o ut i n t o t he j un gle an d

.
m a de a t r iumph a n t ent ry i n to t he chief s st ron gh old ’

.
By t he time t he s h ow wa s o ve r t he chi e f was i mp o r

tun i n g him t o a cc ept s om e gi ft as a rec ogn iti on of his
fr i e n d s h i p .
“
Oh i t wa s e as y l a ughe d B e rry a ft e rw a rd
‘
, ,
’
It .
‘
w a s n t a t re men d o u s h a r d job if y ou lea v e ou t t he lon g

’
h a ul an t he di s c o m fort Ev e ryt h i n g i s n t m on ey in
’
.
’
thi s wo r ld Lot s of thin g s h a v e v a lu e in t he othe r fe l

.
l ow s eye s th at y ou c o uld n t b u y wi th an a c r e o f gold

’ ’
d o ll a rs s t a cke d on e on t op o f t he o the r The v a lue of .
a n ythi n g o n ly d e p e n d s o n how b a d t he oth e r fe ll ow
w a n t s it And y ou d on t kn ow wh at he w a nt s until
.
’
y o u s h a ke o u t yo ur l i ttl e b ag o f t ri ck s an d s c att e r e m
’
a ll o v e r t he fl oo r Then all y ou got t o do is t o w atch

.
’
which t oy he pick s up an w an t s t o pl a y rou n d
1
L B Y a t es , Old K n g Ba
. . i ltim ore, in S at u rday Evening P os t, A ugus t
3 0, 1919 Re rin e b y er s s
. p td p mi i on .
i nt e res t e d h i m at all The s t o ry i n Le s s on X of
.
t he wo m an who wo uld n ot buy t he ch e a p p i an o an d -
s av e $ 1 90 but did fi n a lly buy i t a n d u se d t he m on e y
for e xp e n s iv e pi an o le s s on s from P r ofe s s o r H a b i ch t ,
a l s o i llu s tr a t e s t he p o i n t . Ex a mple s of thi s s o rt c an

b e g i ve n by an y on e a lm os t wi th out e n d Yet s t r ange ly .
,
e n o ugh , mo s t bus i n e s s men a c t up on t he th eo ry th at

“ ”
g a i n o f mon ey wi ll se ll an yt h i n g .
“
The s am e is tru e of g a in of utility H e re t he fal
.
“ ”
l acy of t he s upp os ition th a t g a i n o f ut i l i ty is fun d a
men t a l is e ven more e v i d e nt for we a re not i nt e r es t e d
,
in ut i lity e xce pt a s a m e an s t o s o me oth e r s ati s fa ct i on .
It is re l at e d th at i n m an y b u s i n es s h o u s es in Lon d on
t o d ay typ e writ e r s a re n ot u s e d a t a ll
- — th a t all lett e rs
“
a re w r itt e n o u t l on gh an d . Ut i lity is cle a r ly h e re
s e co n d a r y t o s o m e thi n g e l s e o r it w o uld h a v e w o n ou t
lon g a go The a b s en ce of utility d ev i ces in t he a v e r a ge

.
kitch en illu s t r at es a l s o how i n fe r i o r th i s m otiv e is with

wo men a s r e g a rd s s a vi n g the m wo r k Th e y wo uld .
r ath e r c oo k in t he old fa mili a r way an d s p e n d mon ey

on s o m ethi n g t h at m a k e s a s h ow (t o win a pp r o v a l )
th a n ch an ge a n d th e re by s h o rt e n the ir c oo ki n g l a b ors
a n d n ot h a v e t he dre s s , h at et c fo r the m se lves o r
, .
,
fa m i ly .
“
S a t i s fa cti o n of C a uti on as d es cri b e d in Kn a c k
of S ellin g is illu s t r a t e d i n t he buyi ng o f s umm e r
“
cl ot h es b efo re c old we ath e r is o ve r b ec a u s e t he b es t
,
”
s tyl es o r fa bri c s may b e s o ld o u t b e fo r e w a r m w e ath e r ,
o r i n t he buyi n g o f a ccid e n t i n s u r an c e b e c a u s e on e ma y
b e ru n o ve r n e xt wee k . On a n aly s i s of th e s e or s i mil a r

c as e s t he motive will b e fou n d a d ecid e dly mixe d one .
Un les s o n e t a k es a p r id e i n on e s a pp e a r an c e t he a ppe al
’
to buy t he choi c e s tyle is me an i n gl es s Unl es s one ha s .
a d re a d o f a city h os pit a l o r o f b e i n g d e p e n d e n t o n on e s
’
re l at i ves a n a ccid en t i n s ur an c e p olicy ha s no g re a t

,
ch a rm C a uti on the n is not a d e fi n it e m ot i ve for

.
, ,
buy i n g as i t c ov e rs m an y di ffe rent m otives which may

,
d iffe r w i th di ffe ren t p ros p e ct s .
The m ot i ve of c a uti on h as b ee n u s e d by s o m e in an
ent ir e ly di ffe re n t s e n se fro m th a t a b o v e — n a m e ly as ,
e qu i v a l e n t t o t he e limi n a t i on o f o bj e ct i on s t o buyi n g .
For e x a mpl e a gent le m an a fte r c on s id e r a ble e xp e r i e n ce

,
h as c o me t o re a liz e th at he is l i k e ly t o b ec o m e r attle d
when a n ew p rop o s iti on is m a d e him In c on se qu en c e .
,
he h a s d e v e l o p e d t he h a bit o f re fu s i n g t o s ign an y p a p e r
“
In v o lv i n g a n ent ire ly n e w p r o p o s iti on u n til he h as s l e pt
” “ ”
on it . S at i s fa ct i on o f c a uti on in his c as e d oe s n ot
re p re s en t a t a ll a m otive for b uy in g ; r ath e r it is a n ,
o b s t a cl e t o buy i n g he h a s s et up t o s a fe gu a r d him s e l f .
In his c a s e i t mu s t b e e lim i n at e d b e fo re he w i ll buy a

n ew co mm o d i ty o r se rvic e i n vo lving an y c on s id e r a bl e
a mo u n t o f m on ey .
“
S a ti s fa ct i on of Prid e on t he oth e r h and is a fu n
, ,
da men t a l m ot i ve fo r buyi n g It is a n e xpres s i on o f t he

.
i n stinct s t o m as t er an d t o rece i ve fa v or a ble a tt en ti on .
“ ”
The Yie ld i ng o f We a kn e s s is a l s o a fu n d a me n t a l
mot i ve for b uyi n g A m as t e r ful s a les m a n re duc e s t he
.
buye r i ns ti n ct i v e ly t o s ubm i s s i on a n d b ec a u se of his

,
s ubm i ss i on t he b uy e r b uy s He buy s b e c a u se he wi s h e s
.
t o g a i n a pp ro v a l fro m t he s a les m an ; n ot t he c om
modit y or s e rv i ce i t se l f is he buy i n g b ut t he fa v or a ble

,
a ttitud e of t he s a l e s m a n We h ave all b o ught unde r

.
th es e c i rcum s t an ces a n d in mos t of s uch c a se s we h a ve

,
“ ”
wake d up a ft e r t he s a le s m a n h a s gon e an d cu s s e d
o urs e lves ou t for a foo l a n d re s olv e d t o h ave n o fu rth e r
d e a li n g s w ith th at s a le s m an his h o u s e o r his goo d s , , .
( Th i s t opic will b e di s cu s s e d fu r th e r und e r t he h e a di n g

“ ”—
of Clo s i n g t he S a le L es son XXXI ) .
M otiv e s r e c ogn iz e d b y Wh it eh e a d In Ch a pt er I I .
o f P r in c ip les of S a les ma n s hip publ i s h e d in 1 1

9 7 Wh i t e , ,
h ea d li s t s t he followi n g mot i ves :

I D e s i re fo r g a i n
. .
2 D e s i re t o e xc e l
. .
3 App . e a l t o c a uti on .
4 D e.s ir e fo r kn owl e dge .
5 App . e a l t o i mit a ti o n .
6 App e a l t o aff e ct i on
. .
L v o f p r aIS e
7 o . e .
8 Ple a s ure of p o s s es s i on
. .
Th i s is a much b ett e r l i s t But Wh i t e he a d m i xe s .
ha bit s b as e d on i n s t i n ct s with fund a me n t a l i n s ti n ct s .
“ ” “
In di s cu s s i n g D e s ire fo r G a i n he s ay s : The s t ron g ,
es t of a ll buyi n g m ot i v es is t he d es i r e fo r g a i n We a re .
willing t o s p en d m on ey i n or d e r t o m a k e m on ey Th e r e .
fo re thi s is t he m os t d o m i n an t o f a ll co mm e r ci a l in
,
s t in c t s an d it s s a ti s fa ct i on is t he m a i n m oti v e which
” “
a ctu a t es bu s i n es s
1
An d a g a i n he s ay s : Wh e n e ve r
.
a s a l e is m a d e for bu s i n es s a s di s tingui s h e d fr o m p e r
s on a l u s e t he a pp e a l t o t he d es i re fo r g a i n c om es fi r s t
,
in i mp o rt an c e an d is t he prim a ry m otive on wh i ch t he
”2
a rgum en t s h o uld b e b a s e d .
Whit e h e a d is c orre ct h e re in on e s en s e In bu s i n e s s .
,
g a i n is a mo re u n ive rs a l motiv e th an in p e r s on a l afl a irs .
But e ven h e re it is n ot a lw ay s s t ron g en ough t o ove r

1
H. Whit h d e ea , P r inc iples f
o S ales ma ns hip , 19 1 7 , p . 15 .
3
Ibid p 6
.
, . 1 .
254 THE PSYC H OLOGY O F
men t a l ; we as sec on d a ry They w ri t e as th o ugh th at
, .
m ot i ve a l on e wi ll a r ou s e d e s i re It will in m an y bu s i .
n e s s d e a l s wh e r e d es i re fo r t he c o mm o dity a lre a dy
e xi s t s .But it w i ll n ot a rou s e d es i re wh en t he c om
mo dit y or s e rvic e is n ew Th e n m o re fund a me n t a l in .
s t in c t iv e d es ires mu s t b e a ro u s e d t o a ctivity .
“ ” “ ” “
Des ire t o Exc el App e a l t o Imit a t i on
, Appe a l ,
” “ “
t o Affect i on Lo ve o f Pr a i se a n d Pleas ur e of
, ,
”
Pos se s s ion a re a ll fu n d a me nt a l They a re h e re t e
, .
fe rre d t o u n d e r t he h e a di n g s res p e ct i ve ly of M a st e ry ;
G r eg a ri o u s ne s s ; M a t i n g or P a re nt a l as t he c as e may
‘
b e ; App r ov a l ; a n d Pos s e s s i on .
It is n ot cle a r e x a ctly wh at is me ant by App e a l t o

” “
C a uti on Whit e h e a d s ay s : C a uti on is t he p rim a ry
.
m otiv e t o which an a pp e a l s h o uld b e m a d e in t he s ale

o f an yth i n g which gu a r ds a g a i n s t l o s s i n j u ry o r d an ge r , , .
C a uti on is t he m a in s p r i n g in t he p u rch as e of a ll fo r m s
o f in s u r an ce The fathe r o f a fa mily wi s hes t o p rot ect
.
his wi fe a n d child r en a g a i n s t w a n t in t he ev e n t o f his

d e ath ; t he own e r of a h o u s e t a k es o u t in s u r an c e t o p ro
t ec t h i m s e l f a g a i n s t l o ss of fi re ; t he bu s i n e s s man b uy s
b on d s in pros p e ro u s t i m es t o p rovid e a g a in s t fin anci a l

” “ ”
di ffi culties in h a r d time s 1
As u s e d h e re C a uti on.
re duces i t s e lf t o t he M at in g o r P a ren t a l In s ti n ct o r ,
”
“
S avin g M oney The fo r me r is o f c ou r s e fun d a
.
, ,
m ent a l an d t he s e c on d v e ry i n t i m at ely b as e d
,
s t in c t iv e a cti on but a lw a y s s e c on d a ry So fa r Wh i t e .
h e a d s m otiv e is s o u n d But why n ot re duc e i t t o it s

’
.
b a s ic e l ement s ; an d mo re imp ort a n t why not st at e it

'
p os it i v e ly an d n ot n e g at i ve ly ? White he a d hims elf

w a rn s a g a i n s t t he u s e of n eg ative s ugges ti on s Wh en .
z
1
H Wh it h d op it p 17
. e ea , . c .
, I bid pp 63 180
. . .
, .
, .
S ELLI NG LI FE INSU RANCE 255
we c a ut i on a pe rs on we t ell h i m t o go s low t o ac t ,
on ly a ft e r c o n s i d e r a t i on Such a dm on i tion s a re t h e l as t
.
thi n g s in t he wo rld a s a les m a n w an t s t o p re se nt It is .
di ffi cult en o ugh t o s ecu re act iv i ty w ith out d oin g an y

thin g t o ch e ck s uch a cti on In c on se qu e nce let u s .
,
n eith e r p r ese n t an y a pp e a l in a n e g a t i v e way n o r e v e n
thin k o f i t in th at way e l s e we un c on s c i ou s ly s o p res en t it

, .
“ ”
D es ire fo r Kn owl edge is n ot i n st i n ct ive at l e a s t ,
t o an y c on s i d e r a bl e e xt e n t We do s h ow an in te re s t in
.
“ ” “ ” “
t he why an d how an d wh at o f th in g s e s p e ,
c ia lly in e a rly li fe But an yon e who h as t a ught kn ows

.
th at le a rn e rs a lw ay s v i ew le a rn in g a s wo r k n ot pl ay , .
Appe a l s b as e d on d e s i re fo r k nowl edge on ly g rip a p e r

s on wh e n t he kn owl e dge re pre s e nt s a wa y o u t o f a
p rese n t di ffi culty wh i ch is an n oy in g a n d le a d s t o a
“
mo re in sti n ct i ve s ati s fa ct i on Con s e qu en tly t he an.
” “
n oy in gn es s o f t he presen t s t at e an d t he s ati s fyi n g
”
n es s o f t he futu re s t a t e a re t he a pp ea ls t o u s e n ot ,
”
kn owle dge .
M otiv e s r e c ogn iz e d b y Ha wk in s 1
H awki n s goe s .
fa rth e r i n his a n a ly s i s o f m otiv e s th an do t he oth e r t wo

e a r li e r writ e rs . He writ e s in 1 9 1 8 as foll ows
“
Th e r e a re b ut four m aj o r cl as s e s of d omi n an t buy
in g m otiv es a n d a few s ubdiv i s i on s u n d e r e a ch h e a d
,
will en a bl e t he s a l es m an t o c ov e r n e a rly e ve ry c as e he
”
enc o u n t e r s in h is w o r k Th e y a re :
.
1. B uyi n g m otive s a s t o bu s i ne s s .
a . D e s i re of p e r s on a l a dv a n t a ge .
b D es i re o f incre a s e d i n fluen ce
. .
c I n te res t s of h o u s e a b ove p e rs on a l i n t e re s t s
. .
( 1 S a vi n g o f tim e
. .
N A H w ki
. . a ns , Th S lli g P
e e n 19 8 pp 1 93 1 94
roces s , 1 , .
, .
2 Buy i n g mot i ves as t o money
. .
a M on ey m a kin g
.
- .
b Mon ey s avin g
.
-
.
c Love of s p en din g
. .
3 Buy
. i n g m ot i v es a s t o phy s i c a l n at ure .
a Avoidi n g e xe rt i on
. .
b L i ki n g c om fo rt
. .
c S e l f grat ific at ion

.
- .
4 B uy i n g m otiv e s as t o h i gh e r n at ure
. .
a Lo ve of b e a uty
. .
b Affecti on
. .
c Love o f s e rv i ce
. .
Th es e thi rt een motives c an b e re a rr ange d in th i s way

1 M as t e r i n g an d S e curi n g Approv a l I n s ti n ct s
. .
a Pe rs on a l a dv an t a ges
. .
b I n cre as ed influ en c e
. .
c Lo v e of s p en di n g (oth e r i n s t i n ct s i nv olv e d
.
d e p en ding up on c i rcum s t an ces ) .
2 S ubm i s s i ve In st i n ct
. .
a I n t e res t of h ou se a b ove p e rs on a l i nt e rest s

.
(s ecu r i n g a pprov a l ,
3 Sex I n sti n ct
. .
a Love o f b e auty
. .
b Affe ct i on ( al s o unde r P a rent al)

. .
4 P a re nt a l
. .
a h iv e of s e rv i ce ( inv olve s secur i ng approv a l

.
,
5 . E a se of B ody an d M i n d (Not e m at e ri al u n d e r .
“ ”
h ea di n g o f I n e rti a in Le s s on XIV ) .
a. Avoiding ex ert i on .
b L i k i n g c om fo rt
. .
c S e l f grat ific at ion

.
-
.
i n sti n cti v e i n t e rest s from wh i ch th ey d e ve lo pe d In .
s e lli n g luxu r i es o r a m us e m e n t s a lm o s t a n y m otive c an

,
b e a pp e a le d t o b e c a u s e t he p ros p e ct a l re a dy w an t s t he
c o mmo dity or s e rvic e an d m ere ly d es i re s t o j u st i fy his
a ct i on t o him s e l f o r his fr i en d s But in s e lli n g in s uranc e
.
we c a n b e re as on a bly s u re th a t n o on e re a lly w an t s it
a n d th a t h e d oe s w an t m a n y oth e r th in g s which he
c an n ot buy fo r l a ck o f m on e y Th e refo re i n se lli n g

, .
,
in s u r an ce t he s a l es m a n mu s t utilize t he s t ron gest a n d

most fu n d a m en t a l i n t e res t s p os ses se d by t he pros pect
in o r de r t o a rou s e s u ffici e n t i nte res t a n d t o secure
a cc e pt an c e o f his p r op o s iti o n .
ID E A S TO BE P RE S ENTE D IN S E LLI NG L I FE I N S URA N C E

F i rs t O f a ll kee p in m in d t he di s t in cti on b et ween
,
i de as ( reas on s ) an d i n c i te men t s Id e as a re op enly p re

.
s e n t e d a s a p r o s p e ct mu s t b e m a d e t o fee l th a t in s u r
,
an c e is a re as o n a bl e p ro p o s it i on B ut few will buy b e

.
c a u s e o f re ason s Incit e men t s a re in dire ctly pres e nt ed

.
,
a s t he pro s p ec t mu s t n ot r e a lize th a t y ou a re pl a y in g
up on his e mot i on s But on ly thro ugh a rous in g h is

.
i n s t i n ct i ve d es ire s c an y ou m a ke him rea dy t o ac t .
“ ”
I n c itemen ts are the fu s es whic h tou c h of b ombs within
“ ”
the life of the p r os p ec t Idea s f u n n el the ac tivity to the
.
des ired a c t of s ign in g the app lic a tion bla n k .
It is tru e th at an i n cit e men t an d an i d ea oft e n seem

“
t o ov e r l a p. For e x a mple Buy i n s ur an ce t o p rot ect
,
”
your child ren a fte r yo ur d e a th is in a sen s e b ot h in
c it e men t an d r e aso n But i t wi ll b e h an dle d d iffe ren tly
.
in it s t wo a s p e ct s ; as an i n c it e me nt det ai l s wi ll b e
,
prese n t e d t o s tir up t he pros p ect s l ove for his ch i ld ren ;

’
S ELLING LI FE INSURAN CE 2 59
a s an i d e a th e re wi ll
, r i gh t fo rw a rd d is cu s s i on of
be a st a
t he ch an c es o f his d e ath an d t he nee d s of t he ch i ld ren .
The i n c i t e me nt w i ll s tren gth en t he re as on an d t he re a

s on t he i nc i t e m e nt but th e y h a ve se p a r at e funct i on s
,
a n d aff e ct t he pros p e ct d iff e ren tly .
The id e as wh i ch con v i n ce on e t h at he s h ould buy

life ins u r a n c e i n out li ne form are :
I .
a .W i fe .
b Ch i ld ren
. .
c S e l f ( a) a g a i n s t old a ge
.
, .
( b ) a g a i n s t d i s a bi li ty .
( c ) a g a i n s t e m e r ge ncy ( loan v a lue of

p o l i cy) .
a g a i n s t w o rry .
( 1 Co mp an y (offi c i a l i n s u re d by co mp any)
. .
2 . S a ve mon e y :
a .C a p i t a l t o b e u se d l at e r .
b A s s et b a s i s fo r c re dit
.
, .
S a fe i n v es tme n t :
a .
—
Co rp o r a t e tru s tee s h i p p r i n c i p a l an d i n t e r
es t gu a r an t e e d .
b Not a m oney m a ki n g prop os i ti on ( Mutu a l

.
-
.
c omp an i es ) .
c Comp an i es s up e rv i s e d by s t a t e In s ur anc e
.
D e p a r t m en t .
( 1 E a rnin g s o f co mp an i e s v e ry s t a ble
. .
Ot he r peo ple t a ke ou t i n s u r a n c e :
a .Am o u n t o f i n s u r an ce in forc e et c , .
b Tes timon i a l s of oth e rs

. .
c .Refe ren c e t o fri en d s .

2 60 THE PSYC H OLOGY OF
5 M i s ce ll aneo u s
.
a S e nd b oy t o c o llege
. .
b Cove r mo rtg a ge on h ou se et c
.
, .
6 Cos t con s t an tly re duce d

.
a P re m i um s d e c re as e e ach y ea r
. .
b Pre mium s p ay up i n s uranc e in les s t i me

. .
7 I.mm e di at e n ee d :
a Y ou may n ot p as s phy s i c a l ex a m in at i on l at er
. .
b May die p re m ature ly

—
. .
8 Pro v i d es an i n c o m e n ot lump s u m
.
1
.
Thes e id e as a re s tron g o r we a k d e p en d in g on how ,
in tim at e ly th ey a re b ase d on an i n st i nct o r rel ate d

i nt e re st .
“
S a v i n g is p a rt i cul a rly we a k H awk in s expres ses .
“
th i s t r uth ve ry well wh en he w ri t es A man who s aves ,
his e mploy e r m on ey in t he offi ce or t he fa ct o ry is n ot

s o w e ll p a i d fo r his s e rv i c es a s is t he s a l es m an who in
cre as es his employe r s v o lume o f b u s i n es s with c orre

’
s p on din g i n creas e in p ro fit A man los e s h is pur se an d

.
y o u fin d i t He th an k s y o u s i n c e re ly a n d r ath e r gru dg
.
in gly giv es y ou a s m a ll rew a rd Y o u s h ow th at m an

.
how t o m a ke e x a ctly t he s a me a m ount of m one y th at

wa s i n his purs e an d h e ll hu n t y o u up t o p ay y ou a
’
,
qu a rte r o r a thi r d or h a l f of his pro fit s Hum an n ature .
d oes n t be l i eve t h at a pe nn y s a ve d is t he s a me as a
’
”2
p enny e a rn e d .
The s a le s m an s h o uld pre p a re seve r a l we ll word e d -
p ort i ons of s e lli n g t a lks wh i c h bri n g ou t e ach of t he

nin e p o int s gi ve n a b o ve s o th at he c an di s cu s s an y on e
,
1
th o gh d i
A or u i f t he reas ons why a ros ect
s c u s s on o p p n ee d i
s n s u ran c e is
p res t d in H m
en e u a n Needs a nd Life I ns u ra nc e, b y Grifi n M Lovel ac e
. .
N A H wki
. . a ns , The S elling P roc es s , 1 91 8 , 23 p . .
But ord i n a rily t he s a m e mot i v ati on th at led a p ros p ect
t o e n o ugh a ctivity t o buy i n s ur ance will s u ffi c e t o l ea d
h i m t o buy from yo ur c omp an y .
The re a s on s th a t may b e a dv an ce d a re pretty l a r ge ly

t he ge n e r a l r e as on s why a n y bu s i n e s s c on c e rn s h o uld
b e fa vo re d ov e r it s r i v a ls In o utli n e fo r m th ey a re :
.
I We ll k n own
. .
2 B u s i n e ss s t an di n g : l a rge c once rn l a r ge c ap i t a l
.
, ,
l a rge s u r pl u s et c , .
3 Wid e d i st ri buti on o f a genc i es ri s ks n ot c on een

.
,
t ra t e d .
4 R ec o mmend ed by fri en d s or le a d e rs
—
—
. .
5 Sp e ci a l fea ture s p a rticul a r p olicy et c

.
, .
6 Ch e a p r at e s a ve m on ey
. .
a Low i n i ti a l c os t
—
. .
b Low m ain te n an c e l a r ge div i d end s

—
. .
Q Con s e rv a tiv e (co s t s mo r e) .
D P a tron ize s h o m e i n du s t ry
C
( a ppli e s in h ome c i ty
o r s t a t e o f c o mp an y o r t o d om e s t i c co mp any
,
vers u s fore i gn on e) .
9 S e rv i c e
H e a l t h—p hy s i c a l ex a m i n at i ons bullet in s et c
. .
10 .
, , .
1I Non mon ey m a k i n g (d oes n ot a pply t o n onmutu a l

.
-
c omp an i e s ) .
Occ a s i on a lly the re a re p ro s p ect s who wi ll a gree t o

,
t a ke o u t in s u r an ce b ut will n ot in s u r e in y ou r c om
,
p an y On e gen tle m an wo r ke d fo r a n in s u r an ce c om
.
“ ”
p an y a s a b oy a n d was fi re d he fee l s quit e un j u stly , , .
He will n ot buy i n s u r an c e fro m th at c omp a n y An ot h e r .
h as l os t m on e y in a b an k fa ilu r e an d h a s d eve l o p e d t he
h a b it o f bu s in e s s a dm in i s tr ati on of n ot putti n g all his
e gg s i n o n e b as k et Con s e qu e ntly he will n ot t a ke
.
,
more th an i n on e comp any O t h e r i llu s tr at ion s

.
might b e a dv an c e d In ne a rly eve ry c a s e s uch p ros

.
p c t s c an b e p e r s u a d e d t o t a ke y o ur c omp an y s p o l i cy
’
e ,
provid e d thei r re a l o bj e ct i on t o t he c omp an y c an b e

di s c ove re d an d an swe r ed .
ASSI GN M ENT TO BE P RE PA RE D B E FORE RE AD IN G

LE S S O N ! I!
I . Wr i t e out i n o utl i n e fo r m ( a) t he i d e as an d ( b )
t he in c i t e me n t s which c a u s e d P enro d t o st e a l his
s i s t e r s l e tt e r ( S ee App en dix )
’
. .
2 . W rit e o u t s imil a r ly t he id e a s an d i n c i t e ment s em

ploye d by Coll in s i n s ellin g Hud son ( See L es .
s on XV I ) .
S E CT I ON C . STR A TE GY O F S ELL I N G
H a v i ng c on s i d e r ed t he mot i v es a s t o why a p er
s on b uy s l i fe i n s u r a nc e we a re r ea dy t o a p p ly a ll
,
t h i s t o t h e s t r a t egy o f s ell i n g i n s u r a nc e .S t ra t egy ,
t o r e p ea t ,
h a s r efe r e n c e t o t he ge n e ra l s h i p t he ,
“
p r ep a ra t i on for s ell i n g I n S ec t i o n E Th e Ta c
.
,
”
t i c s o f S ell i ng wi ll b e c o n s i d e r e d t he s t e p s
t h a t a re n ec e s s a ry i n o rd e r t o c a rry ou t t h e s t r a t
egy . Betwee n t h es e t wo s ec t i on s we s h a ll s t op
for a b r i ef p e r i o d a n d t a k e i n t o a cc o u n t wh a t t he
s t r a t egy a n d t a c t i c s o f t h e b u y e r w i ll b e . For h e
ha s a p u rp os e m o r e o r l es s c o n s c i o u s ly i n mi n d
wh e n h e a d mi t s y ou t o h is p r es en c e .
A s we h a v e s a i d t h e s t ra t egy of s ell i ng in s u r
,
a nc e i nv o lv es t he s o lu t i o n o f fi v e p r o b l e m s
I
. P ros p ec t : To wh o m a m I s ell i ng ? L es s o n
XIX .
2. PrO p os it ion : E xa c t ly wh a t a m I s ell i ng ?

L es so n XX .
3. C o nv i c t i on s : W h a t c o nv i c t i o n s m u st t h e
p r os p ec t h a v e b efor e he w ill b uy ? Les

son XX I .
4. I m p u l s e s : W h a t i m p u l s e s m u s t t h e p r o s p ec t
h a v e b efo r e he w ill b u y ? L es s o n XX I I .
5 A p p ea l s : W h a t r eas o n s a n d i nc i t emen t s m u s t
.
L ESSON XIX . WHO I S MY PRO S PECT? l
Did y ou eve r go i n t o a c ourtroo m an d s ee t wo law

y e rs a r gu i n g a c as e? Y e s o f c o u r s e y ou h a ve
, An d .
did y ou e ve r s t op t o re a lize how much p re p a r at i on th ese

t wo l awy e r s g a v e t o t he c as e b e fo re c o mi n g i nt o t he
c o urt roo m ? Do y o u b eli e ve th at th es e t wo l awy e rs

c o uld c om e int o t he c o u rt roo m on a c a se u n le s s t he y
h a d m a d e s o m e s tudy o f t he p r o bl e m of t he cli e nt a n d
t he s itu ati on s u rr o u n di n g t he s u i t wh i ch was bro ught ,
b e fo re h an d ? Th e re fo re it is j u s t a s re a s on abl e t o s u p
,
p os e th at if y ou a re go i n g t o b e goo d li fe i n s ur a n c e men
o u mu s t giv e much a tt en ti on t o t he pre p a r at i on of
y
you r c an v as s .
’
“
Th i s man h a s a b s olute ly h it t he n a i l on t he h ea d .
I b e l i ev e t o day th at s ucces s ful c anv a s s i n g is at le ast

-
8 0 p e r c en t p re p a r ati o n an d 2 0 p e r c en t p re s en t a ti on ,
in c a se s l a rge r th a n or Of c ours e t he
s m a ll e r c ase s a re n o thi n g but h i t o r m i ss pr op os it i o n s - -
,
but whe n we go a ft e r a man w ith t he i d e a o f t a kin g

$ 100 t o $ 1 000 aw ay fro m him we h ave got t o b e s u fli
, ,
c ie n t ly in p o s s e s s i o n o f d e fi n it e i n fo rm a ti on c o n ce rn i n g
him a n d his h a bit s s o th a t we know how much in s u r a n ce

”
t o s ugge s t a n d on wh a t pl a n
2
.
Many l
a n g es o f th i
s to pi
c lie t id
ou s e t he p
s c o e of thi t xt
s e . They a re
m plyc ov ere d
in S ellin g Life I n s u r a n c e, A S ev ens on by J t an d Hu ma n
i
a . .
,
Needs a n d L fe I ns u ra nc e, b y Gr f n M Lov e ac eifi l

i
. .
. . i
E G Mann n g, The Ma nn ing S y s tem of S ell ing L fe I ns u ra nc e, 1919,
P~ 3 7
To W HO M S HA LL I S E LL ?
Eve ry l m a n u n c on s ci ou s ly s e le ct s c er t a i n cl as s es
s a es
o f me n t o wh o m t o s e ll O n re a di n g t he l oc a l n e w s p a p e r
.
,
o r o v e rhe a t in g c o n v e r s ati on s o r m e e ti n g me n h e de
cid es Wh e th e r o r n ot So— a n d—
, ,
s o is a pro s p e ct fo r h i m .
The s a l es m an who is a mb i tio u s a n d d e s i ro u s of l a r ge

rewa rd s for his tim e s hould c a re fully a n a lyze h im se l f
as t o his p r e fe r e n c e s a n d d e t e rmi n e which a re b as e d on
m e re whim s p rej udices an d s up e r s titi on s a n d which

, , ,
a re gr o u n d e d o n s ub s t a n ti a l r e a s on s Fo r e x a mpl e.
,
on e s a l e s m an r e p o r t s he c a n n ot s e ll t o b ru n e tt e s Such .
a n oti on is r idiculo u s But of c ou r se as l on g a s he

.
, ,
’
thi n k s he c a n t s ell he ju s t c an t
’
, .
O n e s ucc e s s ful s a le s m an h as c on ce n t r a t e d on p r i n t
e rs in a l a rge ci t y He k n ow s t he bu s i n e s s a n d t he me n
.
e n g a g e d in it s o th o r o ughly th a t he h as a g re a t a dv a n
t a ge in d e a li n g w i th th e m Still a n oth e r s a l e s m an re
.
s t r ict s his e n e rgi es t o t he cl e r ic a l fo r c e o f l a rge bu s i n e s s
h o u s e s in a c e rt a i n se ct i on o f t he c i ty w i thi n e as y w a lk
in g di s t a n c e o f his o ffi ce Since th e s e t wo men s t a rt e d
.
th e y h av e w as t e d v e r y l i ttl e of th e ir t i me in h u nti n g
p ros p e ct s : the y h a ve s t e a dily a dd e d t o th e i r li s t o f
p ros p e ct s thro ugh re c ommen d a t i on s or i ntro duct i on s
fr om me n th ey h a d a l r e a dy s o ld .
In s m a lle r c i ti es s a le s m e n a re n at ur a lly fo rce d t o

,
s e ll t o a m o r e div e r s ifi e d g r o up B ut e v en the re it w i ll
.
b e fo u n d th a t m os t s a le s m e n s e ll t o a fa i rly we ll de fined -
g ro up The m o re cl e a rly an d c on s c i ou s ly t he s a les m an

.
’
es t a bli s h e s in his mi n d t o wh o m he is s e ll i ng t he e as i e r ,
it will b e for h i m t o add t o his li s t of p ros p ect s For if .
he d et e r mi n es fo r e x a mpl e t o s e ll t o a ll ph y s i c i an s
, , ,
th en ev e ry n ew on e l oc a t i n g i n his t e r ri t o ry is imme di
a t e ly hu nt e d up a n d i n t e r vi e we d r e g a r dl e s s o f Wh e th e r
,
he is big o r s m a ll r ich o r p oo r
, .
A s t he s a l e s m an g a i n s m o re a n d m o re e xp e rie n ce
a n d g r e a t e r an d g re a t e r c on fid e n c e he v e ry p r op e rly
,
e n l a r ge s his g r o up o f p ros p e ct s u n til he ma v n tu a lly

y e e
s e ll t o a lm os t a ny on e wh o m he m e et s The yo u n g s a le s
.
man h owe ve r will fin d it e a s ie r t o e s t a bli s h d e fi n i te

, ,
group s an d th en fo rce h i m s e l f t o s e ll t o e ve ry man b e

l on gin g in t he g ro up .
TH E P IC TURE O F THE P RO S P E CT
H avi n g o bt a i n e d t he n a m e a n d a dd res s of a p os s i ble
“ ”
pros p e ct t he n e xt s t e p is t o o bt a i n a pict u re o f him
, .
By thi s is m e an t a s cl e a r a d e s c r ipti on of t he p ros p ect s ’
i nt e re s t s re s p on s ibiliti e s a n d ch a r a cte r i s ti c s a s p os
, ,
s ibl e. Th e r e is n o b e s t way of getti n g thi s i n fo r m ati on

.
.
All meth o d s n ee d t o b e u s e d a n d e v e n th e n much in

fo r m ati on will b e l acki n g in a g r e at m an y c as e s .
A s e x a mp les of s uch pict u re s tu r n b a ck t o L e s s on I

,
a n d n ot e t he pictu r e B a gl e y h a d d r aw n u p o f B a rn es
b e for e he c a lle d up on him : Simil a r ly n ot e H a rr i n gt on s

,
’
pictu re o f Ald e r s on ( L e s s on I I ) a n d Co lli n s s pict u re o f ’
Hud s on ( Le s s on XVI ) . With ou t s u ch i n fo r m ati on

much time would h a ve b een l os t by t hes e th ree s a le s
me n in p res e n ti n g re a s on s a n d i n cit e m e nt s n o t a p
p pro ria t e t o t he s e v e r a l p r os p e ct s A . n d th e y m i ght
h a ve l os t the ir s a le s through fa il u r e t o t o uch t he r ight

s p ot. B a rn e s was re a lly an e as y m a rk b ec a u s e of his
i nte re s t i n a c olle ge e duc at i on for his b oy S e ve r a l .
s a le s m e n h a d p re v i o u s ly fa il e d t o s e ll h i m b e c a u s e th e y
in t e rms of th e s e n e e d s he s h o uld d e ve lop t he p rop os i
,
ti on t o b e pre s en t e d Th i s a s p ect ma y b e th ought o f

.
a s t he e c o n o mi c s id e o f t he pictu r e .
In t e r e s t s of t h e P r os p e c t It is m os t i mp o rt a nt in
.
,
t he s ec o n d pl a c e t o k n ow t he i n t e r e s t s o f t he p ro s p e ct
, ,
for a s a l e c an b e m a d e on ly in t e r m s o f t he pro s p e ct s
’
i nt e res t s Thi s is t he m a i n p o i n t of thi s b oo k

. .
How s h a ll n ee d s a n d i n t e res t s b e h a rm on i ze d
“ ” ”
,
s i n c e u s u a lly th e y do n o t a g ree ? All o f u s a re i n t e r

es t e d in a n d w a n t thi n g s we do n o t n ee d an d a s fre ,
que n tly do n ot d e s i re Wh at is b e s t fo r u s o ft en n ot e v e n ,
k n owi ng wh at o u r re a l n ee d s a re The t r u e s a l es m an
.
will s e ll a clie n t wh at he n ee d s but he will do it in

,
t e rm s o f his i nt e re st s He will t r an s l at e n ee d s int o

.
“ ”
“
i n t e re s t s.
S o m e fee l th at t o u s e p s ych ology is u n d e r h an d e d o r

t ricky if n ot wo r s e Thi s is a on e s id e d vi ew o f t he
, .
-
s ubj e ct . All k n owle dge c an b e an d o ften is u s e d fo r u n

wor thy en d s But th at d oe s n ot me an th a t t he k n owl
.
e dge i t s e l f is b a d The i n dividu a l who s o mi s u s es it is

.
fa l s e t o s o ci ety a n d t o his own id e a l s The i n dividu a l

.
who fa il s on t he ot he r h a n d t o u s e an y b it o f k n owle dge

, ,
”
th at will h e lp him in putti n g ov e r a wo rthy e n d is
e qu a lly fa l s e t o t he n e e d s o f s o ci e ty Thi s b oo k a i m s t o
.
t e ll a s a les m an s o methi n g a s t o how hum an b e in g s

thi n k a n d fe e l in o r d er th at th e y may b e m o re e as ily
i n fl u en ce d If t he s e rvice is n ee de d by t he p ros p ect
.
,
t he quick e r an d m o r e e nthu s i a s tic a lly he t a k es i t t he
b ett e r fo r a ll If t he se rvic e is n ot n ee d e d t he s a le s m an
.
,
is fa l se t o s oci ety in t ryi n g t o s e ll t he p r os p e ct Thi s .
s t at e m e n t a ppli e s j u s t as much t o i n fl u e n ci n g a m an t o
j oi n a chu rch go t o c olle ge buy Lib e r ty B on d s do his

, , ,
duty at t he front or s upp ort c i v i c e nt e rpr i s es as i t d oes

,
t o buy i ng i n s ur an c e
—
.
Sci en tific sellin g me an s s e llin g t o an i nd i v i du a l t o

a pr o s p e ct wh om y o u h a v e s ize d up an d t o W h o m y ou
a re pres e n t i n g a n a pp e a l w hi c h fit s his p a rticu l a r n ee d s
in te rms of his i nt e re s t s .
P ers on al Ch ara c t e r i s ti c s of t h e P r os p ec t L i ttl e .
c an b e s a id t o-d ay a b o ut s izi n g up a n oth e r in t e rm s o f
his a pp e a r a n ce an d s o d e t e r mini n g his a bility o r p e r

Th e re a re m an y s o—
,
s on a lit y . c a lle d s y s t em s on t he
m a rket an d m os t p e rs i s t e n tly a dve rt i se d But th ese .
s y s t e m s a re a ll d iffe re n t m a ki n g it p e r fe ctly a pp a re nt
,
th at in an y c as e a ll but on e mu s t b e fa ls e A n d no l i v .
in g s oul c an t e ll wh i ch s y st e m is t he p e rfe ct on e or ,
ev e n if a n
y o n e is I n d ee d t he th eo r i es b a ck of th es e
.
,
s y s t e m s h a v e a ll b een e xplo d e d y ea r s a go by
p ain st a k
in g s ci e n t i s t s Nev erth e les s a ll of t he followi n g a re in
.
,
u s e by Am e ri c an s in h ir i n g e mpl oy ee s a n d pretty much

“
i n h an dli n g th e m a ft e rwa r d : ast rology ; a ugu ry ;
ch an c e a s m a ni fe s t e d in d r aw in g of st raws c a s t ing of ,
lot s o r t he fl ipping of a c oi n ; ch i rogra phy ; chi r o

,
m an cy ; cl a irv oy a n c e ; Dr Ka th e ri n e B l ack fo rd s s y s
.
’
t e m of ch a r a ct e r an a ly s i s ; div i n ati on ; fo rtu n e t e lling ;
gr a ft ; h oros c o p e ; i n tu i ti on ; m a gi c ; me dium s ; m i n d
re a di n g ; n e c ro m an cy ; n e p ot i s m ; o men s ; occult i s m ;
o r a cl es ; p a lmi s t ry ; phre n o l o y ; p r e m on it io n s ; S oo th
g
s a yi n g ; s o rc e ry ; s o rtil e ge ; s ubc on s ci o us hu n ch es ; s t i g
‘ ’
”
m at a ; t a li s m an ; an d t e le p a thy l .
The wri t e r is fi rmly c on vi n ce d th at t h e re is no c on

s t an t re l a t i on s hip b etwe e n a n
y typ e o f m e n t al act i v i ty
a n d t he c o l o r o f h a ir o r e y e s le ngt h o f n o s e o r ch i n e t c
, , .
1
W D S tt L t N t N thw t U i ity 9 9
. . co , ec u re o es , or es ern n v e rs , 1 1 .
It is qu i t e p os s ibl e on t he oth e r h an d th a t t he move , ,
me nt of mus cle s c a u s i n g frown s s mile s twitchi n gs of , , ,
t he ey es et c may i n t he future b e s h own t o b e re l a te d

, .
,
t o ce r t a i n me n t a l ch a r a ct e ri s tic s B ut n o re s ults of .
s c i en tific v a lu e a re in e xi s t en c e a l o n g thi s li n e t o day

1 -
.
A v alu a ble c o nt ri bution t o thi s s ubj e ct from t he

s t an dp o i n t o f s e ll i ng is g i v e n by H awkin s in T he S elling
P roces s Ch a pt e r VI I ,He e mph as ize s t he fa ct th at t he .
pros p ect c an b es t b e u n d e r s t oo d through t he words he

utt e rs t he ton e o f his voice an d his movemen ts All
, , .
th ese a re s ymb ol s s t an di n g for t he i de as an d fee li n gs

with i n t he p ros p e ct Th ey c ann ot b e t a ken a t th ei r .
fa c e v a lu e b ut mu s t b e i n t e r p r et e d, .
S a le s me n s h ould tr a i n th e m s e lves t o w atch t he m ove

men t s of oth e rs At t he th e a t e r occ as i on a lly st op .
,
yo urs e lf fro m me re ly fo llowi n g t he pl a y an d n ot e t he

ges tures a n d t on es of voic e u s e d by t he pl ay e rs Ye a rs .
a go t he writ e r ha d an E n gli s h t e a ch e r who a lw a y s a d
v a n c e d up t he ai s l e wh e n on e wa s m a ki n g a g oo d re c i t a
t i on an d ret re at e d wh en on e wa s off t he s ubj ect It .
wa s e a s y t o m a k e a goo d re cit at ion M o s t i n di v idu a l s .
1
Th ere dm y
a re in e xi t
ll d y m f i i g s en c e t o- day a goo an s o-c a e s ste s or s z n
u p p a M f h m b d th i wh i h i ifi i
ers on . os t o ig t e a re as e on eor es c s c en t c n v es t a
i h p d b
t on as bl Th m i t i g h i g b h m i
rov e to e u n t en a e . e os t n e re s t n t n a ou t t e s
h x t whi h B m d g i Th p bl i w
“
b
’
t e e t en to d y c arn u s a a e s t ru e t o- a , e u c an t s t o e
f l d Tw d ll will b y f ty i p g f x mpl f h i f
”
- n or
oo e . o o a rs u or s x a es , or e a e, o s uc
m i h i Th N g m i f t ll h h t i i f h D k
at on a s t s:
“
e e ro an es s a t e c a rac er s t c s o t e
‘
ar
’
Th D k yp h i g l l f p bl i i y f l
” “
f dg
‘ ’
orc e . e ar t e av n es s ov e o u c t an re a t er ee
i g fp
n o l p ibi l i y d k h p bli pl
ers on a res b i li d
ons t , o not s ee t e u c ac e s , u t a re nc ne
to i d ti p i
n d m h l l x y l i g Th i d y i
u s r ou s u rs u t s a n a re uc es s u ur -
ov n . e r t en en c s
to t k li f m
a i ly ( h h Sw d t y p i l f h x m Light
e e ore s er ou s
”
t an t e e es , ca o t e e t re e
”
yp ) Th y d t i tig pl dd ; d i i hi typ
“
t e . e a re s t u en s , nv e s a t ors , o e rs an t s to t s e
th t w w lm ll h i l l i g p ti t
a e o e a h d i ifi
os t a t ec n ca e arn n , a en res e arc , an s c en t c
di i
s c ov e r es .
”
F m x d d di i f thi wh l bj t H L H ll i g
or a ore e t en e s c u s s on o s o e su ec , s ee . . o n
w h V t i l P y h l gy 9 6
ort , oc a ona s c oo , 1 1 .
goi n g pl a n t o t a k e t he m att e r up with him a cc ord i n gly
, .
If on t he ot h e r h a nd he is n e rv ou s irr it a bl e an d un
, , , ,
a ble t o t a lk l on g on an y s ubj ect pl a n t o pl a y up t he son

,
or w i fe fro m t he v e ry s t a r t th rowi n g y o ur s e l f i n t o t h e
,
pre sen t ati on w it h s u ffic i en t en thu s i a s m t o fo r c e h im t o

follow y ou Fur t h e r pl an t o p res e n t t he p ro pos it ion
.
,
in a s cr a ppy m an n e r e mph as izi n g on e p o i n t an d th e n

,
an oth e r b ut n ot p a rt i cul a rly in a l o gic a l o r d e r th e r e by

, ,
giv in g t he i mp r es s i on o f c on s t an tly ch an gi n g t he s u b
j c et y e t a ll t he time m a k i n g t he wh ole p rop os iti on cl e a r
,
a n d attr a ct i v e .
The writ e r b e l ie ves th at t he m ost v a lu a ble p o i n t t o

con c en tr at e on in s i zi n g up men is t o n ot e the i r in ter
es ts . Th en a pp ea l t o th os e i n t e res ts As i n sti n ctive .
inte res t s a re c omm on t o a ll me n th ey c an a lw ay s b e ,
u s e d exce pt when i t is kn own th ey a re d o rma nt as

, , ,
for e x a mple wh en a m a n is s ui n g fo r div o r ce it is u s e

, ,
les s t o a pp e a l t o his l ove for his wi fe .
In a dditi on t o utili z i n g a m an s i n t e res t s i t is e x

’
t re me ly v a lu a bl e t o s tudy his res p on ses t o wh at is
p resen te d On ly in th at way c an on e s hi ft one s p re s

.
’
e n t a t io n s o a s t o d ro p t o p i c s a pp a re n tly u n i nt e re st i n g
a n d t o i n t r o duc e oth e r t opic s .
The re a d e r h a s b een g i ven s o m e dr i ll ( I ) in det e rmin

ing res p on s es t o s itu ati on s ( in con n e ct i on with t he s tudy
o f Pen r o d an d in s ti n c t s ) a n d ( 2 ) in o b s e r v i n g in st in c
tiv e a n d a cqui re d i n te r e s t s Con s t a n t att en ti on t o th ese

.
t wo fa ct o r s will b ri n g a big re w a r d in t he u n d e r s t an d i n g
an d t he h an dli n g o f me n a n d w o m e n .
Wh e n a ll is s a i d a n d d on e pe r s on a l i d i o s yn cr a sies
,
a re much l es s i mpo rt an t th a n t he m att e r o f t he p r os
i t r t Wh th r m is an an g e l o r a v i ll a i n
’
p ec t s n e e s s e .e a an ,
he will list en if y ou '

a re te lli ng h i m t h i ng s i n wh i ch he is
vi t a lly in t e res t e d .
A S SI GN ME NT TO BE RE P A RE D
LE S S ON XX
To wh at cl ass of men a re ll i n g ? Wri t e d own
y ou se
a d es cri pti on of t he cl a ss A re y o u s o lic i t i n g a ll me n

.
in th at cl a s s or a re y ou d o dgi n g c e rt a i n i n di v id u a l s ?
,
If t he l att e r wh at ki n d s of men do y ou a v oi d ? Why ?

,
A re y o u r re a s on s s o und ?
C a ll t o mi n d t he n a mes of th re e p e r s on s we ll kn own
“ ”
t o y ou . W ri t e o ut a s co mplet e a pictu re o f th e m as
y ou c an Not e i n a dd i t i on s uch o th e r i n fo r m at i on th a t
.
y ou do not h a ve wh i ch y o u n ow fee l y o u s h o uld h a v e in

o rd e r p ro p e rly t o a pp r o a ch th e m .
—
(Not e The wo r d
“ ”
pict ure is u s e d in t he s en s e e mpl oye d on t he firs t
p a ge of t he s a les int erv i ew b et ween B a gley an d
B a rn es ) .
19
L E SS ON XX . EXACTLY WHAT IS MY
P ROPOSITION ? 1
“
The a n s we r to t h i s quest ion is not me rely life
”
ins u r ance .
B efo re c a ll in g up on t he
pros p ect t he s a l es m an ,
s h ould h a v e d e fi n it e ly d et e rmi n e d t he kin d of p olicy he
wi s h e s t he p ros p e ct t o t a ke o u t a n d the a mou n t Th i s , .

,
o f c o urs e c an b e d on e o n ly if t he s a l es m an ha s b ee n
,
a bl e t o O bt a in e n o ugh i n fo r m ati on a b o ut t he p ro s p ect
t o s i ze him up Sc ie n tific s e lli n g pres upp os es ju s t th i s

. .
It is t he bu s i n es s of a s a les m an in an y l i n e of bu s in ess
t o find ou t wh at h is cu s t o m e r n ee d s an d t o p r es e nt t he
b es t he has t o fill th a t n ee d An d if he ha s noth i ng .
s u i t a bl e he s h o uld s ay s o a n d s ugg es t wh e r e it c an b e
,
o bt a i n e d The i n s ur an c e s a l es m an will n ot c a ll up on a
.
pros p e ct if he d oes n ot b e li ev e he has a goo d p rop os iti on

for him Con s e qu en tly wh e n he d oe s c a ll it s h ould b e
.
, ,
b ec a u s e he h as a d e fi n it e bu s ines s p r op os iti on t o m a ke .
All his en e r g i es through out t he s a l e s h ould b e c on c en

'
t rat e d on th a t o n e t h i n g Thi s is t he re a l a rt of s ellin g

. .
M a ny of t he mos t s ucces s ful li fe i n s u r an ce s a les m en

n ot on ly d et e rmi n e j u s t wh at t he p r o p o s iti o n is th e y
wi s h t o pres ent but th e y go fa rth e r an d h a ve i t p re~

,
1 Here m y
a ga n i an an g es of l thi s to pi c lie t id
ou s e t p th t xt
he s c o e of is e .
For a co mpl di et e i
sc us s on, s ee Life I ns u ra nc e Fu n da mentals , b y Griffin
M . Love l ac e .
an d mu s t k now ju s t wh at d et ai l s a re es sent i a l a n d wh at
a re n ot , t o win his v i ct o r y .
The b e s t wa y t o k ee p t he l ea d is t o kn ow wh e re y ou
a re go i n g . I n itia tive a s p o s s es s e d by m o s t i n div i du a l s
, ,
is j u s t th i s : th e y h a ve a defi n ite p la n of p r oc edu re .
“ ”
H a r ri n gt on s u se o f t he e xpres s i on a c omp letion p la n
’
, ,
wa s n ot m e re ly a re s p on s e t o Ald e rs on s re m a r k If it
’
.
h a d b een t he i n t e rvi ew wo uld h av e b ee n m e re ly a

—
,
c o n v e r ti
s a on b et ween t he t wo a g a m e which e a ch
wa s pl ay i n g m ov e by m ov e But H a rri n gt on h ad a
.
“
d e fi n it e obj e ctiv e i n m i nd an d t he wor d s a c omp letion
,
”
p la n c o n s titut e d a p a rt o f t h e pl a n H a rr in gt on ke pt
.
t he l ea d b e c a u s e he a lw a y s p r es e n t e d a s i t u at i on wh i ch
fo rc e d Ald e rs on t o r e ply m o r e o r le s s as H a rr i n gt on
d e s i re d
.
Th e s al e s ma n mu s t b e a b l e t o c on c e n tr a t e on t h e
p r os p e c t s r e s p on s e s In pl ay i n g ch es s it is a s i mp o r
’
.
t an t t o know wh a t bl a ck is pl an n i n g t o do a s it is t o
h av e a pl an yo urs e l f; e l se he ma y b e a t y ou b efo re y ou
h av e l a un ch e d y o ur att a ck Y o u a re a b le t o d et e rmi n e
.
wh at bl a ck h a s in mi n d on ly by s tudyi n g his m ov es a n d
his ge n e r a l b eh a vi o r In s e lli n g it is es s en ti a l t o kn ow
.
,
a b o ut wh a t t h e p r os p e ct is thi n k in g a n d fe e l i ng As .
t he s a l es m an c a n n o t re a d t he p r o s p e ct s mi n d he m u s t
’
mos t c a refully w atch his res p on ses Th e se res p on ses .
are m a d e by wo rd of m o uth by t on e of voi c e an d by

, ,
mo v ement s of t he b o dy Th i s is an oth e r re a s on why

.
a pl an mu s t b e p r e p a re d in a dv a n c e Dur in g t he in .
t e rv ie w th e re will b e l i ttl e t i m e for s ch e m i ng fo r t he ,
s a le s m a n mu s t p a y s t ri ct a tt ent i on t o t he re s p on se s o f
t he pro s p e ct If he d oe s n ot s o c on c en t r at e he will
.
,
los e t o uch w i th t he pro s p e ct s m ent a l p roc es se s an d

’
s udd e nly w a k e up t o find he ha s c omplet e ly lost c on t ro l

o f t he i nt e rv i ew . B ut if he h a s a p l a n an d d oe s w a tch
t he res p on s es o f t he p r os p e ct he will b e a b l e t o ac t in
,
t e r m s o f b ot h .
P os s e s s ion of a d e fi n it e p l a n e li min a t e s ma n y d i s
tr a c ti n g el e me n t s The p r os p ect d oes n ot k n ow a b o ut
.
t he v a r i o u s kind s o f p o lic i e s a n d th e i r re l ativ e a dv an
t a ge s a n d ve ry oft en he d oe s n ot w an t t o h a v e th e i r
,
re l a t i v e m e ri t s di s cu s s e d In fa ct t he more weighin g
.
,
o f a dv an t a ges a n d di s a dv a n t a ge s th e re is t he mor e ,
a n n oy in g is t he p ro c es s t o t he p ro s p ect an d t he g r e at e r
t he ch an c e t he p ros p e ct w i ll t e rmin at e t he i n t e rv i e w
“
wi th an e mph at i c I ll se e y ou l at e r ; I w an t tim e t o
,
’
”
th i nk t h i s ov er a n d w i th a res o lut i on th at he had
,
b et t e r get figu re s from oth e r c omp a ni es .
Th e re a re c as es wh e n t he p ros p e ct d oe s d es i re t o
h a ve t he rel ativ e m e r i t s of v a r io u s i n s u ra nc e p ol i cies
o utli n e d t o h i m Wh en t h i s occurs t he s a les m a n
.
,
s h o uld gi ve t he d es ire d i n fo rm a ti on The we ll m an a ge d

.
-
s a le h owe ve r d oe s n ot a n d s h o uld n ot inv o lv e a c o m

, ,
p a ris on of thi s s o rt The s a les m an s h o uld know wh i ch

.
policy is t he b es t on e fo r his cl i ent a n d pr es en t i t k ee p ,
in g oth e r p o l i ci e s in t he b a ckgro und R e me mb e r : s u c .
“
c es s fu l s a l e s m a n s h i p is a fun n e l in g of a ro u se d a c t iv
ity t o a d e fi n it e a c t Anyth i n g wh i ch a llows th i s
.
a ct i v i ty t o b e d ir e ct e d i n t o m o r e th an one ch a n n e l is
—
d et ri me n t a l o ft e n a b s olut e ly fat a l .
Th e p os s e s s ion of a d e fi n it e p la n s ti mul a t e s c on fi
d enc e within b ot h t h e s al e s ma n a n d h is p r os p e c t .
The re is h a rdly a b eg i nne r who d oe s not exp e rien ce a

“ ”
s inkin g fee l in g wh en he a ppro a ch es his p ros p e ct .
Much of th i s is due t o fe a r of t he unk n own The b e .

g in n e r d oes not know wh at t he p ros p e ct ma y do a n d ,
mo r e imp o rt an t s till he d oes n ot k n ow wh a t he him s el f

,
will do B ut if t he s al es m an h a s a d e fi n it e pl an in mi n d
.
, ,
if he know s e x a ctly wh at he w a n t s t he p r os p e ct t o do ,
if he ha s o utli n e d in d e t ai l how he will p r oc ee d t

V i n c e t he p ros p ect then t o j us t th at e xt en t he d oe s
know wh a t he is go i n g t o do—t o j u s t th at e xt e n t
,
he e l i m in at e s t he unkn own a n d th e r e by i n c re a se s
c on fid en ce in him se l f If fo r n o o the r re a son th a n
.
thi s t he p re p a r at i on o f a d e fi n it e pl an is wo rth while in

,
e limi n ati n g fe a r an d e s t a bli s hi n g c o n fid e n c e in on ese lf .
The p ro s p e ct a l so re act s fa vo r a bly t o t he m an who

k now s wh at he is a b o ut He i n s t i n ctive ly re act s t o t he
.
s a l e s m a n s c on fid en c e in him s e l f a n d t e n d s t o b e s u b
’
mis s iv e t o him If l at e r on he a s k s a b o ut di ff e re nt ki n d s
.
o f p olic i e s or oth e r i n s ur an c e c omp a n i e s he a cc e pt s t he

,
s a l e s m an s e xpl a n ati on of why his pl a n is b e s t with n o

’
mi s givi n g s .
It is a l s o we ll t o re m emb e r in th i s c on n ecti on th at i n
se lli n g i n s u r an c e o n e is d e p e n d e nt t o a v ery c on s id e r
“
a bl e e xt e nt up on re p e at or d e r s a s is t he c ase in m os t
,
lin es On e a gen t for ex a mple re p o rt s th at 5 0 p e r c en t

.
, ,
of his bu s i n e s s c o m e s fr o m o r th ro ugh o ld cu s t o m e r s .
The s a l e s m a n who impres s es h is clie n t with his s a g acity

fi n d s it e a s y t o o bt a i n re c o mme n d ati on s a n d in t ro du c
tion s t o his cli en t s fr i e n d s ’
.
D ETE RM I NA T I ON OF K I N D OF P OL I CY FOR A PA RT I C ULA R

P R O S P E CT
It is n ot t he provi n c e of thi s c our s e t o go i nt o t he

i n tric a c ie s o f p olic i e s n o r t o e st a bli s h p r i n ciple s a s t o
,
h a ppy meth od of d et e r m in in g t he a moun t fo r wh i ch
t he p olicy s h o uld b e m a d e o ut The first s t e p h e re is
.
t o le a d t he p r o s p ect t o d ec i d e wh a t is t he m i n i mum
in co me on which his fa mily c a n l ive th e n t o c a lcul ate

,
t he a m ou n t o f i n s ur an c e ne c es s a ry t o pr ov i de th a t in
c ome If t he pre m i um for s uch an a mo u n t excee ds t he

.
pros p e ct s es t i m at e of wh at he c an affo rd a po rt i on of
’
t he wh o le ma y b e s old with t he i d e a th a t l at e r he will
c o mpl et e his pl an for t he fa mily i n com e Thi s pl a n .
provid es a ve ry s at i s fa ct o ry m eth o d of d et e rm in i n g
t he a m ou nt a n d at t he s a m e t i m e i n t e re sti n g t he p r os
p e c t i n a s m a ll e r a m o u n t wh e n h e c a n n ot a ffo rd t h e
t ot a l Mo reove r it le ave s a fin e open in g for s ell i ng

.
,
fu rth e r in s ur a n c e a t a l at e r d at e .
Ev i d en tly a n e s t i m at e s o i mp o rt a nt t o t he s ucc es s
,
o f t he wh ol e s a l e s h o uld n e v e r b e le ft t o t he l as t mi n ut e ,
but s h o uld b e c a re fully pl a nn e d o ut i n a dv a nce O f .
c our s e if du r i n g t he i n t e rvi ew n ew fa ct s a re di s c ove re d

,
c on c e rn i n g t he p ros p e ct s bu s in es s inc ome or p l an s

’
, , ,
then th ese fa ct s s h o uld b e t a ke n i nt o a cc ount in d ete r

min i n g t he a m o u n t of i n s ur a n ce t o b e s uggest e d But .
a s a l e s m a n s h o uld b e s l ow t o ch an g e his pl an s on c e
th e y h a ve b ee n c a re fully th ought ou t on t he b a s i s of
known fa ct s .
ASSI GN M E NT TO BE RE P A RE D
P B EFORE RE AD IN G
LE S S O N ! ! I
Und e r t he h e a di n g of t he Stra t egy of S e ll in g L ife
I n s u r a nce we h ave c on s id e re d first who is my pros
, , ,
p eet ? an d s ec ond e x a ct ly wh a t is my p ro p os it ion ?

, ,
We a re n ow rea dy t o c on s id e r t he t h i rd st e p in t he
gene r a l pl a n n i n g of a s a le wha t c on vic tions mus t

t he p os p e t
r c h a ve b ef e e will b u y
or h ?
Ju st how on e s a l es m a n figure d o ut t he nec e s s a ry

con v i ction s an d i mpul se s in a s ucce s s ful m an n e r is
d es cr i b e d in th i s illu str ation fro m t he K n a ck of
S ellin g:
t hem an a ge r s a i d I w a nt y ou t o go o ut t o
,
‘
“ ”
t he Sch oo l an d get a n o r d e r t o ru n th e i r a d in .
A n d he e xpl a i n e d
’
July a n d if p o s s ible in Augu s t
, , .
how thi s s ch oo l ha d u n e xp e ct e dly d e cid e d t o d r o p o u t

fo r t he s umme r m on th s an d n o a r gume n t ha d b ee n
,
a bl e t o ch an ge t he d e c i s i on .
“
The m an a ge r did n ot s ee a n y m o re of Be n u n til l at e
in t he a ft e rn oon wh en he b r o ught i n t he o rd e r for a
,
p age in b oth July an d Aug u s t .
The m a n a ge r b e c a me ge n u i n e ly puz z le d t o kn ow
how th i s y o u n g
s ee m i n gly with o ut
m an
t he
,with o ut a n y p e r s on a lity a n d
u su a l e a rm a r k s o f a g re at
s a l e s m an
, pe r s i st en tly got t he bu s i n e s s he did So .
he as ke d fo r an e xpl an ati on of how he c a n v a s se d thi s

a dve rt i se r .
“
It is e a s y t o b e s een t he s ol i c i t o r e xpl a i n ed th at
‘ ’ ‘
, ,
thi s s ch oo l wa s figu ri ng on July a n d Augu s t b e ing dull

mon th s for b u s i n es s a n d s o good mo nth s in whi ch t o
,
cut d own a dve rti s i n g A s a n oth e r s olicit o r ha d a l re a dy

.
wo r ke d on th e m I c on clude d th a t th e y h a d n t fa llen ’
fo r o u r u s u a l c a n v a s s o n t he e ff e ct i ve n e s s of c on t in u ou s
a d v e rt i s i n g . In oth e r wo r d s t he u s u a l t a lk a b o ut t he
,
retu rn s from th e ir a dve rti s i n g was n o goo d in thi s c a se ,
b ec a u s e th ey figure d th ey c o uld get th es e s a me return s

a t l e ss e xp en se n e xt fa ll .
“
We ll I th o ught if the y won t a dv erti se in July
‘ ’
, ,
an d Augu s t fo r the ir u s u a l return s wh at u n u s u a l re ,
turn s c o uld th e y a d v e rti s e for ? A n d won d e r i n g a b out

th at s t a rt e d me won d e r i n g wh at kind o f pros pective
s tud e n t s th e y c o uld r e a ch in t he s umme r th a t c ouldn t
’
b e re a ch e d in t he fa ll .
“
In oth e r wo r d s wh at c ould I d i g up th at would
‘
,
m a ke th e m a fr a id n ot t o h ave the i r a d run ni n g in July .
a n d Augu s t ?
—
“
SO I s t a rt e d t o s et d own t he re a s on s W hy th ey did
‘
n ot n ee d t o a dv e rti s e a n d my fi r s t re as on g a ve me
‘
t he tip w an t e d .
“ “
It was
‘
Bu s i n ess dull h e lp b e i ng l a i d off
, , .
Now how mu c h h e lp was b ei ng l a id off ove r t he

,
c ou nt ry ?
“
I we n t t o o u r c a s h ie r an d got t he n a m e s an d s al
‘
a ri e s o f a ll t he me n who we re l a id off fo r t he s umm e r in
o u r own O ffi c e .
“
Th en I we n t o ve r t o Bl an k s a n d got a s i m i l ar li s t
‘ ’
fro m t he m A n d Ro b
. g a ve me a s imil a r li s t from
th e i r O ffic es .
“
We ll in a ll I got twenty t wo n ame s of men e a rn
‘
,
-
in g fr o m t en d o ll a r s a wee k t o e ight een d o ll a r s a wee k

who h a d b e en l a id off by ju s t three firm s .
“
With th e se li s t s I got on t he c a r an d we nt t o se e
‘
t he m a n a ge r o f thi s s ch oo l .
”
p retty d u ll ? I s ugge s t e d when I got ,
Rott en , he s a id .
”
off a n y p e o pl e ? I a s ke d .
a d oz e n , he re pli e d .
t he u n t r a i ne d he lp I s upp ose ?
,
y es,
”
he re pli e d
“
.We n eve r lay
an d th at it wa s u s e le s s t mpt t o de ve lop th at c on
to a te
v ic t ion ? Do y ou s ee how he figure d ou t an ot h e r group
o f c on victi on s which he c o uld d e ve l o p w i t h i n t he m ind
o f t he e duc a t o r ? n a m e ly :
1 . M an y i n dividu a l s a re o ut of wo rk .
2 . Th es e i n dividu a l s a re out of work b ec a u s e th ey

a re n ot we ll pre p a re d .
3 . Th e se i nd i v i du a l s kn ow t h e y a re o ut o f wo rk be
c a u s e o f p oor prep a r at ion .
B c u se o f thi s th e y are e s p e c i a lly c onc e rn e d r i ght

4 . e a
now a b o ut b e tt e r p r e p a r at i on .
5 . Ad v e rti s i n g thi s s umm e r will re a ch thi s cl a ss .
6 I n s te a d o f s m a ll a tt en d an c e th e re s h o uld b e ex
.
c e p t ion a lly l a r g e cl a s s es thi s s umm e r

'
(An d n ot e a ls o how th i s illu s t r at e s t he t ob o gg an

meth od of c on v i ncin g a noth e r The s a le s m an p re .
s e n t e d on e pr o p os i t i on a ft e r a n oth e r th at t he p r os pe ct
h a d t o a g ree t o an d fi n a lly s pru n g t he m a i n p oi n t

,
which h a d a l s o t o b e a gree d t o b ec a u s e i t followe d n atu

r a lly fro m wh a t he h a d a l re ady a cce pte d ) .
Th e a s s ign men t . 1 .M r J a m es R edd i n gt on h as

.
d ec i de d t o a pp ro a ch Mr H en ry Bu rton a bo ut fo rty
.
,
ye a r s o f age t he p ro pri et o r of a s m a ll h a r dw a re st o re
, .
He is we ll s p o ke n of a s c ourt eo u s kind h e a rt e d an d a ,
-
,
h a rd wor ke r He h a s h oweve r few i n t e rest s out s i de

.
, ,
his fa mily an d bu s i n e s s a n d is n ot kn own t o be lon g t o

,
an y club o r church o r t o h a v e m an y i n t i m a t e fri e n d s

,
.
His fa mily c on s i st s o f his wi fe an d t wo o r th ree child ren .
Bu s i n e s s is g r a du a lly m ovi n g aw ay from t he ce nt e r

wh e re his st o re is l oc at e d His n et in c om e is unkn own
.
,
but c an h a r dly e xcee d

Mr R e ddi n gt on h a s d e cid e d t o pre sent a lon g-te rm
.
S E LL ING LI FE INSURANCE 287
cont i nuous p ayment e ndowmen t p ol i cy The a mount

- .
is t o b e d et e r m i ne d up on t he b as i s of t he n ee d s of Mr .
Bu rt on s fa mily fo r m i n imum in co me an d Mr B urt on s

’
.
’
est im a t e o f wh a t he c an p o ss ibly aff o rd .
Det e rm i n e as d e fi n i te ly a s p os s ible j u s t wh at t he
c onvic t ion s a re th at mu s t b e i n Mr Bu rt o n s mi n d b e fo re
’
.
he w i ll t a ke ou t a n e nd owme n t p o l i cy ( Di s re g a rd at
.
th i s p oi n t how Re ddin gt on will get th ose c on vict i on s

into Mr Burt on s m in d b ut s imply con s i de r wh at they
.
’
a re )
.
2
. In t he s a me way wo rk ou t t he c on v i ct i on s th at
mu st b e in t he m i nd of Mr S a v a ge a ge d th i r ty five .
,
-
,
b efore he t a kes ou t o f t e r m i n s ur an c e t o c o ve r
his m o rtg a ge Mr S a v a ge n ow h as
. . i n s u r an ce ,
on e h a l f t a ke n o u t wh e n he wa s m a r ri e d an d t he oth e r
h a l f five ye a rs ago for t he p r ot e cti o n o f a w i fe an d t wo

,
s on s , e i ght a n d twe lve y e a r s o ld re s p ect i ve ly He

, .
e a rn s a s a l a ry of On t he b as i s of a rec e n t r ai s e
of $ 5 00 he h as bu i lt a h o m e b o rrow i ng , to
p let e h is v en ture The m o rtg a ge c a lls for a p aym ent

.
of a y e a r on t he p r i n cip a l a n d i nt e r es t at 6 r
, p e
cent Mr S a v a ge d e v ot es a ll h is e ne rg i es out s i d e of
. .
,
his bu s i n es s t o his fa mily a n d t o chu r ch wo rk b e ing an

, ,
e ld e r i n t he S e c ond Pr e s byt e r i a n Church .
Do n ot fa i l t o writ e o u t t he c onv i ct i on s i n b oth in

s t an c e s . Wri t i n g forces y ou t o t h in k c lear ly an d
de fi n ite ly .
L ES SON XXI WHAT CONVI CTIONS MUST
.
TH E PROS PECT HAVE B EFORE H E WILL

BUY ?
S E LLI N G IN V OL V E S MA N IP ULA T I NG THE P RO S P ECT S’
MI ND , NOT E X ER C I S ING YOUR O WN
S ome t i me ago an i n s ur an ce s a les m an t ri e d t o s ell

t he wri t e r He g ave on e re a s on a ft e r an oth e r why in
.
s ur a n c e wa s a goo d thi n g a n d a s he c o mpl et e d e a ch

,
p oi nt he w rot e a k ey wor d o n a p a d b e fore me At t he .
cl os e he ha d a b o ut t en re as ons Th ey were goo d re a

, .
s on s but th e y did n ot h a pp en t o fit my c ase

, He ha d .
m a d e n o att e mpt t o s tudy my n ee d s which he c ould ,
h a ve a s ce rt a in e d quit e e a s ily an d he ha d n o c on ce pt i on
,
o f wh a t c on v i cti on s I w o uld h a v e t o h av e b efo re buy
in g . He d i d n ot se ll me .
The p oi n t of vi ew m a i n t a i n e d in t h i s les s on is dia

me t r ic a lly op pos e d t o t he s t r at egy un d e rly i n g t he a b ove
s a l es m a n s p r oc e du re Effe ctive s e lli n g d oes n ot c on
’
.
s i s t i n giv i n g a ll t he re a s on s why i n s ur a n c e s h ould b e
t a ken It d oe s c on s i s t in m a king an a n a ly s i s of wh at
.
c onv i ct i on s t he pros p e ct mu s t h a ve b e fo re he wi ll buy ,
a n d th e n s ati s fyi n g th os e c o nvicti on s Th i s m ean s

.
“ ”
th at oft e n on ly on e o r t wo rea s on s wi ll b e g i ve n an d
y et t he pro s p e ct is s o ld .
These t wo vi ews o f s e llin g e xi st t o-day b e c a u s e men

vi ew t he proce s s of se lli n g in diffe ren t w ays The .
y o u n g s a les m a n who c a lle d up on me fee l s th at he does

2 99 THE PSYC HO L OGY O F
h i ms elf t he c ost of figuri ng by h and c omp a re d wi t h

figuri ng on you r m achi n e Give him your p en c i l an d .
let him a ctu a lly do t he tri ck Th en wh en he get s .
thro ugh he feel s a s en s e of p e rs on a l i n t e res t in t he wo r k .
He has s h a re d in d o in g it i n s te a d o f h av in g t o s t an d ,
mee kly by a n d w atch y ou d oi n g it all for h i m .
“ ‘
Th en wh en he s got t he figures in his own h an d
’
wri t mg ju s t c a ll his att en ti on t o t he fact th at he n e ve r

,
figu re d a pl a i n e r s a vi n g in his li fe He c a n t re pu di at e ’
his own figure s ; he lik es e m—he ma de em

.
’ ’
,
.
“ ‘
And h e ll b e i n a b ett e r hum o r
’
.
’
Th i s y oun g man is now a goo d sa l es m an He is a .
good mixer Not b e c a u s e he was b orn a j olli e r for he

.
,
was n t an d i s n t on e n ow but b ec a u s e he le a rn ed t he
’
,
’
,
i
a rt o f dr a w i n g t he other m a n s i n t e re s t i n t o his w o rk
’
,
”1
m a k i n g t he ot h e r ma n a p a rtn er i n his t a lk .
It is p e rfe ctly n atu r a l for t he s a l es m an t o a s s um e th at

se lli n g c om e s th ro ugh his own m en t a l e x e rt i on s s i n ce ,
o n ly thr o ugh th e i r u se d oe s he m a k e a s ucc e s s o f s e lli n g .
Th e re is s u ffi c ie nt t r uth in th i s p oint of v iew t o m a k e i t

e xtr e m e ly d i fficult t o s ee t he m att e r in it s pro p e r light .
All thi s h as rep e at e dly b een expl a i n e d p oss ibly i n n o ,
cle a re r way th a n wh e re se ll i ng wa s likene d t o a ch e s s

g am e H e re t he mind s of b oth pl aye rs a re a ct i ve
. .
E a ch has a pl an he d es ir e s t o c a rry ou t an d e a ch pl ay s
in t e rms o f his own pl an but wi th re ga rd t o t he m oves,
an d c on j e ct u r e d s ch e m es o f his o pp on e n t The b e tt e r .
pl aye r s hort ly has t he othe r s o c o rn e re d th a t he c an do

li ttle but pl ay as t he winne r wi s h es When thi s t a ke s .
pl a ce it c an truth fully b e s aid th at t he s ucce ss ful pla ye r

h as c on qu e re d th ro ugh his own me nt a l e xe rt i ons .
1
H W t o K k f S lli g 1913 Boo k i pp 9—
. a s n. n ac o e n 11
, , v , . .
S e ll i n g is a much mo re comple x g a me th an ch e s s .
Se ll i n g c a ll s for s uch a m a n i pul at ion of t he p ro s p e ct s ’
min d t h at he w i ll a ct i ve ly do s om eth i ng he ha d n ot
pl an ne d t o do .
In s e lli n g t he s a l es m an mu s t n ot on ly o utpl an a n d
,
outm a n e uv e r t he pro s p e ct , b ut a t t h e s a me time he

mu s t le a d t he pros p e ct t o bu i ld up a new pl a n an d a ct
i n t e rm s of i t It is t he l att e r h a l f o f t he s e lli n g p ro
.
gr a m wh i ch c a lls for a th orough kn owle dge of hum an

n at ure i n o rd e r th at t he s a l es m an ma y c on s t r a i n o th e r
i n div i du a l s t o th in k an d fee l an d a c t a s he d es ires .
Ju st how s h a ll on e pl an how pro p e rly t o m an i pul at e

anoth e r s m i nd ? By d et e rm in i n g wh at res p on s e is de
’
s i re d — wh at c onv i ct ions an d i mpuls e s wi thin t he m i nd

o f t he b uy e r wi ll m a k e h im buy
— an d th en figur i n g
o ut s itu a tion s t o p re s e nt t o t he buy e r wh i ch wi ll p ro
duce t he d es i re d res p on se .
FRO M RE S P ON S E TO TUA T I ON VERS US

SI SI TU A T I ON TO
RE S P O N S E
In t he s t udy of i n s t i nct i ve a ct i on an d of a cqu i re d
i nte rest s we con s i d e re d v a r i ou s s itu at i on s an d t he t e
s p ou s es t h at n at ura lly fo llowe d . In th i s way we
an a lyz e d t he I n t e rn a t i on a l Co rres p ond en ce Sch oo l a d
v e rt is e men t an d t he Ov e rl a n d a ut o a dv e rt i se m ent It.
is eas y t o th i n k from a s it u at i on t o t he re s p on s e th at
wi ll follow b ec a u s e we a re c on st a n tly th inki n g th at
,
way . B ut when we a tt e mpt t o i n fl uen ce oth e rs we

mu st proc ee d b ackw a r d fro m res p on s e t o s itu ati on .
We mu s t figure o ut t he res pon s e th at is d e s i re d a n d th e n

s le c t a s itu ati o n th a t will l e a d t o t hi s re s p on s e Thi s
gt
.
re qu i res re a l th i nk i n g an d h a r d wor k an d on ly men
,
with a b i l i ty an d p e r s i st en c e w i ll do it The we a klin g

.
w i ll fin d i t t oo di ffi cult a n d wi ll d ec i d e th e re is nothi n g
i n s uch a pl an .
A s h ort time ago a c e rt a i n e duc ati on a l in s t i tut ion

was th re at en e d by a B o l s h e vi s t up r i s i n g A v e ry b ril
.
l i an t me mb e r of t he sen i o r cl as s o r g an ize d a s ov i et an d
o utli n e d t o t he p r e s id e n t o f t he s ch oo l his i dea th at ,
c on s id e ring th at t he en d owm ent wa s g i ven t o b en e fit

t he s tud en t s t he s tud e n t s s h o uld t a k e o v e r t he in s t it u
,
t i on an d run it A meetin g was c a lle d for a c e rt a in day

.
wh en t he pl an s of t he s tud ent s oviet we re t o b e m a de

public an d a s t r ike v ot ed by t he stud en t s i n o rd e r t o
e n fo rc e th e ir wi s h es In d es p a i r t he pres i d en t a pp e a le d
.
t o a p s ych o l ogi s t .He figured ou t t he b e h av io r he

w an t e d t o s e cu r e on t he mo r row a n d th e n s ugge st e d t he
followi n g proc e du re
The s en i o r cl a s s was t o b e allowe d t o as s emble i n t he
l a rge a udit o r ium i n st e a d of a s m all cl a ss roo m A v e ry .
promin ent a n d p o pul a r s p e a ke r wa s t o b e s ch e dule d t o

s p e a k at t he s a m e tim e in a n a dj o i n i n g r oo m And
.
foll ow ing thi s a rec e pti on wa s t o b e h e ld t o wh i ch a ll

,
s tud e n t s s h o uld b e i n vit e d t o m ee t t he s p e a k e r an d
r efres hmen t s s h ould b e s e rved Noth in g in thi s s ch e me

.
in t e rfe re d w ith t he s tuden t s pl an Int er fe r en c e would

’
.
only h a v e m a d e m att e r s wo r s e fo r i t wo uld h a ve

,
a ro u s e d t he fight i n g i n s ti n ct . Wh en t he s en i o r cl as s
met in t he l a rge roo m th ey los t h e a rt as t he e mpty s e at s
,
fa r o ut n umb e re d th os e th at we re u s e d an d th e y l os t
,
t he fee li n g o f a s ucc e s s ful group a ct i vity The p res en ce

.
of t he p opul a r s p e a ke r r es ult e d in m a ny go ing t o h e a r
h i m who oth e rwi se would h ave att en d e d t he s ov iet

h as b ee n c om i n g t o t he fron t A few ye a rs a go all a d .
v e rt ise me n t s w e re p retty l a r ge ly a s h oot i n g o f a s h ot
gu n in t he gen e r a l di re ct i on o f t he cu st om e r Now .
hu n dre d s of a dv e rti s e men t s p o rtr a y r em a rk a bly we ll

j u s t th a t wh i ch will m a ke a buye r w a nt t he goo d s A .
C ri s co a dv e rti se men t i llu s tr at e s th i s v e ry we ll The .
picture of a m os t d elic i ou s pumpk i n p ie wh et s my a p

p et i t e a n d re mi n d s my wi fe th at we h ave had non e
rec en tly An d i t fu rth er c a lls t o m i nd th a t Cris c o
.
m a k es e xc e llen t p ie cru st P oss i bly a few morn i n g s

.
l a t e r wh en my wi fe is pl ann i ng t he m enu p ie co m es
, ,
t o mi n d an d w i th i t t he re a liz at i on t h a t s he is n e a r ly
ou t o f s h o rt e n i n g ; s o Cr i s c o is a dd e d t o t he groc e r s
’
o rd e r Pumpki n p ie h e re s e rv e s t o produc e a s itu ati on

.
which n atur a lly le a d s t o t he purch a s e o f Cris co 1 .
The s tr at e gy o f s e ll i n g is l a rge ly a th i nk i n g b ac kw a rd .
The thi r d s t e p is t o figure ou t t he con v i ct i on s t he pros

e c t mu s t h a v e b e fo r e he w i ll buy Th es e m a k e up
p .
p a rt of t he fi n a l res p on s e th at t he s a les m an d es i res In .
t he s a m e way t he fo u rth s t e p i n t he st r at e gy of s ell in g

,
is t o d et e r mi n e t he r e s p on s e d e s ir e d in t e rm s n ot o f ,
id e as b ut o f e m oti on s or d e s ire s Th en t he fi ft h s t e p
, .
i n v o lves t he pl a n n i n g ou t of wh at t o s ay a n d do s o th at ,
a ll th es e c on victi on s an d d e s ires w i ll fi n a lly d e v e l o p in

“ ”
t he mi n d a n d h ea rt of t he p ros p ect an d he w i ll
b uy .
In th i s les s on we are in t e res t e d only i n c onv i cti on s .
The fourt h an d fi fth s t e p s wi ll b e di s cu s se d i n t he n e xt

t wo l es s on s Th ree s a l es will b e revi ewe d Not e wh at
. .
1
The b ov e p ph tt d
ara gra t he w it er t p mp ki pi
wo first -c l as s u n es t wo
i
a ne e r
d y ft
a s a er his wi f e read it H
. ere aga n ti he m w it i l d
o er s d
u at on e to a es re d
p
res on s e .
con v i ct i on s we re nec es s a ry b efo re t he pros p e ct s we re

s at i s fi e d t o buy .
O V T ON S
THE C N IC I A LD ER S ON HA D TO HA V E B E FORE HE
W O UL D BUY
Ald e rs on was a d i rect o r in a tru s t c omp an y Con s e .
q uently i t c ould b e c ou n te d on th at he u n d e rs t oo d t he
o p e r a t i o n of tru s t c o mp a n i e s an d b e l i e v e d in th e m .
Fu rth e rm ore he p rob a bly ha d p ro vid e d th at his e s t a t e

,
would b e h andle d by his t r u s t c o mp an y A s a re s ult .

,
it wo uld b e a lmos t i mp o s s ibl e t o s e ll h i m i n s ur an ce

wi th out e st a bl i s h i n g t he foll owi n g c on v i cti on s
1 An i n s ur an c e c omp an y c a n gu a r an t ee b oth p ri n
.
c ip a l a n d i n t e re s t on my e s t a t e : a t r u s t c o mp an y
c ann ot do thi s .
2 . Con s e qu en tly t he only a b s o lut e ly ce rt a i n meth od

,
o f p r ov i di n g fo r my fa mily is th r o ugh i n s u r a n c e .
In a dditi on Ald e r s on wo uld h a ve t o b e p o s s es se d of

,
oth e r c on victi on s s uch a s : ,
3 . I n s u r a nc e is a s a fe a n d eff e ct i v e pr o p o s it i o n .
4 . My fa mily mu s t b e p r ot e ct e d wh e n I a m g o n e .
5. I m a y d ie a t an y m o m e n t .
In thi s p a rticul a r c a s e Ald e rs on was c o nv i n ce d t o ,
s t a rt w i th o f Nos
, 3 4 .an d 5
, , T h e crux o f t he wh o le
.
s a l e d e p e n d e d up o n Nos 1 an d 2 . .
THE C ON V I CT I ON S H DSU ON HA D TO HA V E B EFORE HE

W OULD B U Y
H ud s on was d es c ri be d in Le ss on XVI as a yo u n g man
of tw enty t wo
-
, ea n n r i g twe nty t wo -
d o ll a r s a wee k ,
an d m arr ie d o r i nt e rest e d i n an y wom an The c on
n ot .
v ic t ion s th at he ha d t o b e p os ses s e d of b efo re he would
buy were
I . I n eed t o s ave m on ey in o rd er t o s ucc ee d i n l i fe .
2 . I n s ur an c e is a goo d meth od t o m a k e me s ave .
3 . I n s ur an c e is s a fe an d eff e ctiv e .
4 . I c a n aff o r d i n s u r an c e
.
5 . My e mpl o ye r will t hi n k more of me if he find s I

a m s a vi n g m on e y h e n c e I ll h a v e a b et t e r ch an c e
’
t o s ucc ee d with h i m .
In Hud s on s c a s e No 3 was a l re a dy e st a bl i s h e d
’
, . .
Collin s s o m an e uve re d th at Hud s on a dm i tt e d th a t he

c o uld aff o r d i n s u r a n ce b e fo re he u n d e r s t oo d Coll i n s s ’
pr op os iti on th e re by e s t a bli s hi n g No 4 Nos 1 2 a n d

, . . .
, ,
5 we r e t he c on v icti on s which h a d t o b e d eve l op e d dur

in g t he m a i n p a rt of t he i n te rv i ew .
C ON V I CTI ON S THA T HA D TO B E IN B URTO N S ’

MI ND
B E F O RE H E W O U L D B UY
Q
A p i cture o f H en r y B urt on was g i ve n in Le s s on

XX His fa mily a n d his bu s i n e s s we re his chi e f a n d
.
pr a ctic a lly his on ly i n t e res t s The bus i n e s s c en t e r of

.
t he c ity was m ovi n g aw a y fr o m h is s t o re : he mu s t b e
co n s ci o u s of t he fa ct th at in ye a r s t o c o me his bu s i nes s
wo uld p ro b a bly no t b e s o good as i t wa s now .
The p rinc i p a l c on v i cti on s which we re nece s s a ry for

B urt o n t o h a ve b e fo re he wo uld buy we re
I . My fa mily mu st b e as s ure d of a min i mum i ncom e .
2 . My w i fe an d I mu s t h ave prot ecti on in old a ge .
3 A s in ki n g fund is e s sen ti a l for e m e rgen ci es

. .
4 Thi s i n s u r a n c e is t he o n ly m eth od wh i ch will p ro

.
The ex a mples given a b ov e illu s t r at e t he c on v i ct i ons
th at ha d t o b e h e ld by th ree diff e ren t men b efo re th e y
would buy The s e c on v icti on s are id e as i n tim at ely
.
rel at e d t o t he a c t of t a ki n g o u t a s p ecific p olicy which

is d e s i gn e d t o r en d e r th e m ce rt a i n s e rvice And th ey
.
a re id e a s which mu s t b e b e li e v e d by t he p r os pe ct t o b e
t ru e . The y a re e s t a bli s he d a s truth s by linking t he m

up wi th i d e a s a l re a dy acc ept e d as tru e .
ASSI GN M ENT TO BE PRE P A RE D B EFORE RE A D I NG

LE S S O N XX I I
Th i s le s s on h as d i s cu ss e d t he th i rd s t e p i n t he Str at
ogy o f S e lli n g t he c on v i cti on s th at mu s t b e p o s
s es s e d by a p r o s p e ct b e fo re he will buy . The n e xt st e p

is t o d e t e r mi n e t he impul s e s th a t t he pros p e ct mu s t b e
p os s e s s e d of b e fo re he will buy .
Writ e ou t wh at the se n e ces s a ry i mpul s es a re i n t he

c ase of ( a ) B urt on a n d ( b ) S a v a ge ( R efe r t o t he ass i gn
.
men t at t he cl os e of Le s s on XX an d t o Les s ons XVI I

an d XVII I ) .
LE S S ON XXII WH AT I M PUL S E S MUST THE
.
PROS PECT H AVE B EF O RE H E WILL BUY ?
M ot i ves a re t he pr i me s ubj e c t i ve c a us es of a m a n s ’
a ct i o n. Ve ry m a ny mot i ves a re un an a lyz a bl e a n d

a re h e re c alle d imp u ls es The li t t le child s a y s he
.
wa n ts t o pl ay ; or likes t he st o ry The ma n s ay s he .
loves his fi an c ée Th at is fin a l as much a s t he fa ct

.
,
th at a n a pple fa lls S ome motives h owe ve r c an b e

.
, ,
a n a lyze d i n t o s i mpl e r un i t s Th ey a re c a lle d c on vic

.
tion s. B a rn es was conv inc e d t h at a c olle ge e duc a

t i on wa s a h i ghly des i r a ble t h in g for his s on He .
c o uld s upp ort th is co nv i ct i on wi th re as on s B ut he .
c o uld not s upp ort his love for his s on in t e rms o f

re a s on s Even t o at t empt s uch a j u s tific at i on w ould
.
b e p r e p os t e ro u s .
A s h as j u s t b e en s a i d i mpul se s o r d e s i res a re p rac t i

,
c a lly un an a lyz a ble Th ey a re e xpres s i ve of ou r ins t in c

.
t i ve an d e mot i on a l li fe We d e s i re th i s or th a t b e c a u s e
.
i t s at i s fi es us o r at l e as t we thi n k i t is goin g t o g i ve u s
,
“
s at i s fa ct i on The prove rbi a l wo m an s b e c a u s e
’
.
truly re p res ent s her p s ych ol o gi c a l c on d i t i o n S he w ant s .
t he th i n g but s he h a s n o re a s on s
, The d es i re is emo
.
t ion a l an d s o c a n n o t a d e qu at e ly b e e xpl a i ne d .
Act i on is d ep e nd e nt upo n d e s ire an d h e nce u p on , ,
in st i nct i ve in te res t s It is a ls o de p en dent upo n ac

.
quired i nt e res t s bec aus e t h ese a re mo re or les s c lo se l y

re l a t e d i n s t in ct i ve i nte res t s All thi s h as b een e m
to .
p has z ied i n e a r li e r l es s on s .
The p roblem of th i s les s on is Wh at i mpul ses mus t ,
a c e rt a in p r o s p e ct h a v e b e fo re he w i ll buy ? The b e s t
s i n gl e an s we r t o thi s qu es t i on is He s h ou ld b e p os
,
ses s e d o f as m an y impul s e s a s i t is p os s ibl e t o a r o u s e
wh i ch a re r el at e d t o i ns uran ce in a ny wa y The fa ct .
o f t he m a tt e r is t he m o re t he m e rr i e r
, E a ch im .
pul s e s t i mul at es t he ot he rs t o g re at e r s t ren gth So .
in t he c a mp a i gn t o s e ll Lib e rty B ond s e ve ry p os s ible ,
a pp e a l wa s m a d e n ot s imply t o p ro v i d e th a t in thi s
way e ve ry o ne wo uld b e re a ch e d but t o s t i mul a t e e ach

,
in as m an y w ay s a s po s s ibl e .
So in d et e rm i n i n g wh at i mpul s e s a pros p ect s h ould

,
b e p o s ses s e d of figu r e o u t a ll t he impul s e s th at c an

,
“ ”
po s s ibly b e con n e ct e d with t he id e a in s urance an d
“ ”
funne le d i n t o t he ac t of wri t i ng his n am e .
HO W B A RNU M WA S S OLD
H a ro ld Wh it eh ea d t e ll s of how Pe rk i ns s old a diffi
cult pros p ect .
“
It s ee ms th at he ha d b een pl an n i n g t o s e ll in s u ran ec
t o a re a l e s t at e m an fo r a l on g t i me
- He kn ew t he man .
was c a rry i ng only a b o ut wo rth of i n s u r an c e .
“
Now if he a pproa ch e d B a rn um (t he re a l e s t ate m an ) -
a nd t a l ke d i n s ur an c e he kn ew he would fa ll through
,
b efo re he c ommenc e d s o he s k i rm i s he d a rou n d for a

,
mon t h o r more s t udy in g his man

, .
“
Wh en Pe rk i n s wa s a ll re ady he c a lled on B a rnum
a nd s a i d
‘
, Mr B a rnum I v e c a lle d t o s ee y ou a b out
.
,
’
’
yo ur b us i nes s r at i ng I v e di s c ov e re d i t i s n t c or rec t
.
’ ’
.
3 9 2 THE PSYCHOLOGY OF
Correct Pe rk i n s s m i l e d
,
’
.
Wh y d i dn t y ou s ay s o at first ? ’ ’
Wh a t wo uld y ou h ave d on e if I h ad ? ’
G u es s I d h a v e t e r mi n ate d t he i n t e rv i ew
’
.
’
Ex a ctly an d by s o d o i n g y o u would h ave b een de

,
p ri v e d o f k nowi n g h o w y o u w e re d o i n g y o u r se l f
i n j u s tic e M r B a rn um Y ou c a n t afford t o put y our
, . .
’
s e l f in a p oo r light with t he wo rld an y l onge r Ne v e r .
m i n d t he a mou n t s n ow Will y ou s ee t he d oct or in .
t he m o r n i n g ?
’
“
B a rnum l oo ke d at Pe rkin s i n op e n a dm i r at i on .
“
A li fe i n s u r an ce a ge n t ! S ay y ou ought t o b e in
‘
,
t he re a l-e s t at e bu s i ne s s ; y o u re t oo goo d t o b e p e ddl i n g

’
i n s u r a n ce .
’
“
But how a b out t he d oct o r for t o
‘
Th a nk s .
’
m orrow ?
“ ‘
Bri n g h i m a round s on Yo u ve s old me a ll
, .
’
,
right I gu es s I ought t o h a ve mor e i ns ur anc e a n d

.
I c an t d odge t he l ogic o f yo ur s a les t a lk

’
.
’
“ ‘
He i s n t my bigge s t p olicyh old e r mu s e d Per
’
,
’
‘
kin s in c onclu s i on but I got him for ,
Wh at we re t he c on v i cti on s P e r ki n s figure d B a rn um
mu s t h ave b efore he wo uld buy ? Cle a rly they we re
“
th e s e : B u s i n e s s me n qu es t i on my cre dit ( mos t
p r eci o us t o a re a l-e s t at e m an ) b ec a u s e I c a r ry on ly
” “
i ns ur ance an d more i n s u r an ce wi ll s t ren gth en
”
my c redit .
But thi s was not all th at Per ki n s communi c at ed t o

B a rnum e ve n th oug h B a rn um s ai d he wo uld h a ve t o
,
1
Q u oted b y C W Gers t en berg in“ P ri n c i p les of Bus iness 1919 from an
. .
, ,
a rt ic l e b y H Wh itehe ad entitle d The Bus in es s Career of Peter Fl int ”
Y
.
, , ,
New or kE ven ing S u n, J un e 18, 191 8 .

SELLING LI FE INS URANCE 39 3
h a ve m ore i n s ur an ce b e c a u se he c ould not d odg e

”
t he logic of t he s a l es t a lk B a rnum wa s s t i rre d up
.
e m ot i o n a lly wh eth e r he re a l i ze d i t o r n ot
, .
Fi r s t of all Pe rki n s que s t i on e d B a rnum s bu s i n e s s

,
’
r ati n g wh i ch m a d e B a r n um an g r y Imme di at e ly Ba r
, .
n u m s m i s c onc e pt i on wa s s t r a ight e n e d ou t b u t Ba r
’
,
n u m re m a i n e d e m ot i on a lly e xc i t e d j us t t he s a me
, .
(On e b o mb h a d b ee n e xplo de d ) .
A s ec on d b o mb was explod e d wh e n Pe r k i ns a s ke d
wheth e r B a rn um o r a noth e r was res p ons i ble for his
fi n an c i a l s ucc es s B a rnum s p ride wa s t o uch e d Pe r
.
’
.
k i n s a g a i n s m oothe d o u t t he di ffi culty as fa r a s i d e a s
we re c once rn e d b ut g a ve B a rn um n o o pp o rt un i ty t o
,
us e his s ti rr e d u p e m ot i on s
- .
Then a th ir d bo mb was e xplod e d wh e n P e rk i n s s a id

th at wo rt h of i n s u r an ce re p re s ent e d B a rnu m s ’
e s t i m a t e o f hi s v a lu e The implic at i on cle a rly was

.
th at oth e r men a l s o m i ght c on clud e re p re
s en t e d his v a lu e The d es i re t o s e cure a pp ro v a l

co uple d wi th t he a pp r ov a l give n by P e r k i ns wh e n he
“
a dd e d , F i ve h und r e d th o u s a n d wo uld b e nea re r t he
”
m a rk c ould n ot fai l furth e r t o a rou s e B a rnum
, .
“
W i th B a rnum s o s ti rre d up i t wa s e as y t o funn e l
t he a r o u se d a ct i v i ty i n t o t he a c t o f s ee ing t he d oct o r .
Logi c h a d m i ghty little t o do w i th t he s a le B a rn um s .

’
e m ot i on o f pr i d e a n d his i n s t i nct for m a s t e ry, prop e rly

,
a rou se d s old h i m
, .
THE I M P UL S E S B URTON M U S T HA V E B EFORE HE W I LL B UY
Mr H en ry Burt on it will b e rec a ll e d is a b o ut fo rty

.
, ,
ye a rs of a ge t he p ro p r i et o r o f a s m a ll h a r dw a re st ore
, .
3 4
The st o e r is we ll l oc at e d as b u s i n es s is m ov in g
not ,
aw ay . He is m a rr ie d with t wo o r three s m all child re n

, .
Out s id e o f his bu s i n es s a n d fa mily he h as pr a ct ic a lly ,
n o i n t e r es t s .
On e c an r e a s on a bly e xp e ct t o s t i r M r Burt on up .
e m oti o n a lly in t e r m s o f ( 1 ) his l ov e fo r his wi fe ( 2 ) his ,
love for his child re n ( 3 ) his d et e rmi n ati on t o m a ke

,
—
goo d t o s uccee d in his bu s in e s s t o t a ke c a re of his ,
fa mily a n d h i m s e l f in old a ge ( fighti n g i n st i n ct ) an d ,
(4 ) h is d ir
e s e fo r a o a f —
pp r v l r om oth e r s his wi fe h is ,
child ren l at e r on his few fr i en d s an d t he s a le s m an

, , .
In oth e r wo r d s t he s a les m a n s h o uld a ro u s e his i ns ti n ct

,
t o fight t o s truggle a g a i n s t O dd s in d e fe n s e o f h is
,
lo ve d on es a n d a l s o th at he may b e l oo ke d up t o by
, , ,
oth e r s as o n e who h a s d o n e h is duty An d a s a lw a y s .

, ,
no a m o u n t o f c on v i cti on a l on e will se ll h im He mu s t .
b e b oth c on v i n c e d a n d imp e ll e d t o a c t o r he will not

buy .
HO W M R . K ERR WA S S OLD
Mr B u r p ee C Ke rr a we a lthy lumb e rm an o f
.
'
.
,
fo rty-e i ght y e a r s a l r e a dy c a rri e s

, i n s u r a n ce .
He has a wi fe a n d fiv e child ren r an gi n g in a ge fro m ,
thre e t o n i n e tee n He is n o lon ge r a ct iv ely e n g a ge d i n

.
b u s i n e s s a n d g i ves a goo d d e a l of tim e t o his fa mily .
The s a le s m an M r Hu ntle y k n ow s him an d his fa mily

, .
,
v e ry w ell a n d s old him

, i n s ur an ce s ome time
a go . At th at time M r Ke rr s t a te d he h a d a ll he w ant e d
. .
M r Huntle y c a ll s up on Mr Ke r r in his offi ce a b o ut

. .
De c e mb e r I 5 t h .
“
Hu n tle y : Greeti n gs B u r p ee How a re a ll t he
, .
”
fo lks ? Chr i s tm a s is on u s a g a i n e h ? ,
3 06 T H E PSYCHOLOGY O F
Y ou h a ve m a d e e ve ry p ro vi s i on th at a man c ou ld
p os s ibly m a ke a n d y o u will l e ave y o ur k i d s as we ll
,
p ro vid e d t o fight t he b attle of li fe a s a ma n c ould h o p e

for but a ft e r y o u h a v e gon e an d th e y h a v e t o fight t he
,
b attl e for th e m s e lves y o u c annot b e s u re th at th e y wi ll

a lw a y s h a ve wh a t y o u h a v e give n th e m B ut th i s l i ttle .
re mi n d e r will c ome t o th em wh eth e r or n o a s long a s

they live —a t ouch of t he old h o me
, ,
”
.
“
Ke rr : It s r ath e r a p retty little i de a I wo uld
’
.
ra th e r like t o do s o meth in g like th at fo r t he ki ds J u st .
”
how much wo uld th a t c os t me Hu n t ? ,
“
Hu n tle y : Bu r p ee if y ou wi ll j u s t s i gn th es e fiv e ,
a ppl i c a ti on bl an k s a n d let o ld D oc J oh n s on t a p y o u on
t he ch e s t I wi ll h a rn e s s th i s s ch e m e t o t he o rd i n a ry
,
li fe pl an Th at is t he s a me k i n d a s I s old y ou b e fore
. .
I ll br in g y ou a ro u n d fiv e p o l i ci es Put the m in yo ur
’
.
s a fe R oughly it 11 c os t y o u t wo hu n d re d d oll a rs a ’
—
.
,
ye a r D on t men ti on it t o a s oul don t e ve n men t i on

.
’ ’
it i n y ou r wi ll Le a ve i t j u s t l i ke an y Ch r i s tm as
.
pres en t y ou h a ve b ought a n d I h o p e i t 11b e a lon g t i me ,

’
b e fore th a t Chri s tm as c omes ( I t a k e it fo r gr an t e d .
th at I h a ve s old h i m a n d pu s h t he a pplic ati on s ove r t o

“
h i m t ell i ng h i m t o w rite his n a me fiv e times )
, Bet .
”
t e r s e nd t he D oc h e re th an t o t he h o u se e h ? ,
Ke rr s ign s t he a ppl i c at ion s an d h an d s th e m b a ck ,

“ ” 1
wi th n ot a wo rd t o s a y oth e r t h an I ll t a ke it
’
, , .
H e re a g a i n th e re is m i ghty little re as on i n g The

, .
p owe rful impuls e t o do t hi n g s fo r on e s child ren a l re a dy ’

,
in ten s ifi e d by t he proximity of Chri s tm a s is s kill fully ,
1 Rp e d b y M F S H tl y
ort e r . . . un e , J r Tru ro Nov a Sc otia
.
, , , m mbe er o f th e
sec on d l S h l f Lif I
c ass , c oo or e n s u r an c e Sa l m h ip
es an s , C a rn eg i e In s t i t u t e of
Tec hnology .
0
c on ne ct e d t o t he i d e a of i n s ura n ce by way of Chri stm as

p re sent s an d t he s a le is m ad e
,
.
BA S E P LA N S ON FA CT THA T M E N S I N S TI N CT I V E
THE
’
I NTE RE S T S A R E M U C H A L I K E B U T T H E I R A C Q U I RE D
,
I NTERE S T S V A RY GRE A TLY
H awk i ns has ren d e re d a re a l s e rvice t o t he fi e ld of

s a le s m an s hip by e mph a s i zing t he fa ct th a t a ll me n a re
i n h e ren tly a like an d th a t t he diffe re n c es a re le s s th an

“ ” “
t he like ne s s e s Wh e n a g re at a c t or he s a ys p re , ,
se n t s a p l a y t o t he p ublic he d oe s n ot a d a pt his i n t e r
,
p re t a t ion o f h is p a rt t o t h e vi e wp o i n t o f a n y typ e o r
c l as s of p eo pl e He kn ows th at fu n d a men t a lly a ll men

.
a re much a like in th e ir s u s c e ptibility t o wh at m a y b e
t e rm e d hum an n ature a pp e a l s The u n s o phi st i c at e d

‘ ’
.
s ch oo lgi r l an d t he v i ci o u s c rimi n a l on e s itti n g in t he ,
fi r s t row of t he b a lc on y a n d t he othe r do wn in fron t in

t he g a lle ry a re a like in th e ir d e s i re t o see t he h e ro fru s
,
t r at e t he vill a i n s plot s The a ct o r s pre p a r ati on of

’
.
’
him s e l f i s n t fo r e i the r t he s ch oo lgi r l or c r imi n al as

’
typ es His a im is t o fit hims e l f fo r b e in g u n d e r st oo d in

.
his ro le by a n y man o r wo m an who c o me s t o t he

the a t e r .
Th i s pr i n ciple th at a ll men a re in s tin c tively v e ry much

a lik e s i mplifi es t he p ro ble m o f pl an n i n g t o m eet p r o s
p ec t s . E a ch may b e a s s ume d t o b e p o s s es s e d of a ll t he
i n s t i n ct i ve i n t e re st s di s cu s s e d in e a r lie r les s on s .
But men do d iffe r an d di ff e r g re atly as re g a r d s th e ir

q
a c u ir ed in ter es ts M an y men co uld n ot b e s old an e du
.
c at ion a l p o licy as was B a rn e s a n d ve ry few c o uld b e

, ,
N A H wkins Th S lli g P 19 18 pp 10
2; . . a , e e n 103
roces s , , . 2- .
so ld i n s u r a n c e thro u gh a d i s cu s s i on of t r u s t c omp a n ie s ,
a s in t he c a se of Ald e r s on The u s e of s uch acqu ire d

.
i n t e res t s is d e p en d en t up on t he fac t th at t he pros pect

a ctu a lly is p o s s e s s e d o f th e s e a cquire d i n t e re s t s .
A SSI GN M ENT TO BE RE P A RE D B EFORE RE A D I NG

P
LE S S O N XX I I I
In Le s s on XXI an d in th i s les s on t he th i rd an d fourth
s t e p s in t he Str at e gy of S e ll i n g h a v e b ee n d i s cu s s e d
i e wh a t a re t he c on vic tion s a n d imp u ls es th at mu s t b e

. .
,
p o s s e s s e d by a pro s p ect b e fo re he will buy ?

Aft e r th e s e are d et e r mi n e d t he fi fth p robl e m c o me s
,
up wh at a pp e a l s ( id e a s an d i n c i t e men t s ) mu s t I
(t he s a le s m a n ) m a k e t o t he p ros p e ct ?
It is n ot a lwa ys n e c ess a ry t o do m o re th an h i n t at
c ert a i n c on vict ion s an d impul s es b ec a u s e th ey a re a l
re a dy upp e r m os t ih t he p ros p e ct s m i n d On t he oth e r
’
.
h a n d it ma y b e ve ry n ec es s a ry t o go b ack s ome dis

,
t a n ce i n o rd e r t o lay a goo d fou n d ati on for a c on victi on

t he p r os p e ct d oe s n ot h a v e b e for e t he s a l es m an c an
,
p o s s ibly get it cle a rly b e fo re him .
W r it e up a d et a ile d o u tli n e o f t he i d e as an d i n cit e

m en t s t o b e pre s e nt e d t o H en ry Bu rt on in o r d e r t o s ell
him t he p olicy o utli n ed in t he as s ign m en t t o Le s s on
XX Re me mb e r his e m oti on s mu s t b e s t ir re d as we ll
.
,
as h is i n t e ll e ct Al s o his e m oti on s mu s t b e s tirred

.
,
while his i n t e llect is b e i n g a pp e a le d t o e l se he will se e,
th ro ugh wh a t is b e in g d one a n d re sen t t he e m oti on

a ro u s i n g r e m a r k s ( R efe r t o t he m od el s in L ess on s I
.
an d I I I ) .
may b e S oc i a li s t b e c a u s e he c an t e a rn e no ugh money ’
a
t o s a ti s fy his wi fe s p ri d e an d gr a t i fy he r d es ire t o l o r d
’
i t ove r t he wo men of he r a cqu a i n t a n ce An d we may .
b e o pp o s e d t o his w a y s of th i n ki n g b e c a u s e we b e li e ve
we c a n o bt a i n t he n e c es s a ry m on e y t o s at i s fy ou r
w a n ts by a dv an ci n g in ou r cho s en p rofe s s i on He .
will n ot s a y a n yth in g a b o ut his w i fe s c on st an t d e m an ds

’
for h at s c o at s et c
, He pro b a bly d oe s n ot c on s c i o u s ly
, .
a dmit t o him s e l f th a t he ne v e r c a n s upply th e m u n d e r
t he e xi s ti n g s oc i a l o rg a n iz a ti on No r will we expl a i n
.
how we fee l s u r e we c a n win ou t by s e lli n g i n s ur an ce .
We will n ot b ec a u s e we c an t t o b e gi n with an d
,
’
, , ,
s e c on d d on t w a n t t o an yw ay Fo r s uch e l ement s
’
, , .
c on c e rn u s t oo much t o b e given t o othe r s .
It is e s s en t i a l th en t o re a lize th a t s e lli n g c a nnot b e

, ,
d on e by t he t r an s fe ren c e o f co nv i cti on s an d i mpul ses

fr o m t he s a l e s m a n t o t he b uye r All th at y o u c an do .
is t o p re sen t c e rt a i n s itu a ti on s wh i ch w i ll re s ult in re

s p ou s e s fr o m h i m An d o r di n a r ily th e s e res p on s e s will
.
b e ve ry di ffe re nt fr om t he s itu ati on s p resen t e d .
Fo r e xa mp le l a m s t a n d i n g in t he b a ck y a r d w i th my
y
n e ighb o r e ati n g a pple s

, Whil e li s t en i n g t o his i nt e res t
.
in g di s cu s s i on of t he co mi n g e le cti on I a b s en t mi n d e dly ,
-
t a k e a bit e o f my a pple Notici n g t he a ppl e in my h an d

.
,
he c a lls a tten ti o n t o t he wo rm in s ight o n it My re .
s p on s e t o his few wo r d s is mo r e a ctiv e th an t he m e r e
thi n ki n g o f t he wo r d s he h a s utte re d .
Con s id e r an oth e r e x a mple t o ld me by Mr C Bu r . .
ge s s T ayl o r He wa s a tt e mpti n g t o s e ll i n s u r an c e t o a
.
we a lthy ma n Aft e r t he obj e ct of his vi s it ha d b een

.
b ro a che d t he p ros p e ct e xpl a in e d th at he ha d m a d e a

,
fo rtun e o ut of his b us in es s th a t i t was i n a v e ry s ati s

,
fa ct o ry c on dit ion , th at if anyt h in g wen t wrong he

an d
h a d a l a rge fa rm t o fa ll b a ck on p lu s a c on s id e r a ble
a m o u n t of m on e y i n v es t e d in s to ck s an d b on d s Th i s .
a dditi on a l c a p i t a l w o uld tid e him o v e r an y t e mp o r a ry
difli c u lt y . If his bu s i n ess was r e a lly th re at en e d he

would s e ll i t an d reti re up on t he i n co m e of his i n ves t
m en t s Why th en s h o uld he t a ke i n s u r a nc e ? M r Tay
. .
lor re pli e d th at off h an d i t d i d l oo k as th o ugh he d i d n ot

nee d i n s ur a n c e b ut he won d e re d if he h a d ev e r c on
,
s ide re d t he th ree s tick s o f dyn a mit e w i th i n his b u s i n es s .
The p ros p e ct i mm e di at ely w an t e d t o kn ow wh a t he

m e an t— Wh a t s tick s o f dyn amite ?
“ ”
Mr T ayl o r th en .
p o int e d out th a t he ha d th ree d a ught e rs a ll o f wh om ,
p res um a bly would m a r ry Mi s pl ac e d c on fid en c e in

.
on e o f his future s on s in law m i ght cl e a n h im o u t o f a ll

- -
his wea l t h a t a t i me t oo l a t e fo r h i m t o re cup e r at e his

fo rtu n e . The pro s p ect l oo ke d at h i m i n a m a ze ment
for a m om en t th e n wh ee le d a ro und in his ch a i r a n d
,
l oo ke d ou t t he wi n d ow for s ome tim e F i n a lly he s a id :

.
,
“
Y o u a re a r ound thi s way fr o m time t o tim e D r o p i n .
”
an d s ee me a g a in in a few d a y s Mr T aylo r s o ld h i m
. .
o f i n s u r a n c e s h o r tly a ft e r Why ? B e c a u s e his

.
re m a r k c a lle d t o mi n d t he exp en s e his fath e r h a d b een

p u t t o i n t a k i ng c a re o f his own s i s t e r und e r s i m i l a r
cond i t i on s .
In b ot h th ese c a se s t he re s p on se h as b een much o u t of

prop o rt i on t o t he s timul at i n g rem a rk Ju s t a s ofte n .
,
if n ot o ft e ne r t he res p on se is n ot s o prono unc ed as t he

,
s t i mul a t i on wou ld see m t o d e m and .
Wh at is imp ort a nt in pres enti n g a p ro p os i tion is not

wh at y ou s ay but wh at t he pros pe ct wi ll th in k an d do
,
in re s p on se G i ven t he conv i ct i on s an d i mpul s e s he

.
3 x2 TH E PSYCHOLOGY OF
mu s t h ave b e fo re buy i n g i t is t he fi fth s te p of t he
,
s t r at e gy o f s e ll i n g t o figure o u t Wh at s i tu ati on s wi ll
c a u s e th es e c on victi on s an d i mpul ses t o p os se s s t he

m i n d o f t he pros p e ct .
Supp os e y o u le a rn acc i d ent a lly th at Mr B rown is .
e xp e ct i n g h is fi r s t child s h o rtly Y ou i mme di at e ly

.
figu re th at he is in a mos t rece ptive m oo d t o c on s id e r

i n s u r a n ce Y o u re a lize th at y o u a s tr an ge r c ann ot
.
, ,
di s cu s s his wi fe s c on d i ti on wi th him Y ou c an n ot
’
.
,
the n e ve n men t i on t he s ubj ect on t he b a s i s of which

,
y o u e xp e ct t o s e ll h i m But th a t.d oe s n o t d et e r y o u at
a ll fr om s e lli n g him on t he b a s i s o f his i n t e re s t in his
wi fe a n d child Y ou c a n refe r in t he mos t c a s u a l way

.
t o t he v a lu e o f i ns u r a n c e a s a g r e at bl e s s i n g t o a wi fe
a s it free s he r fr o m wo rr y ov e r t h e p os s ibility of b e i n g
for ce d t o t a ke c a re of h e r se l f if he r hu s b a n d s udd e n ly
die s Th at is e n ough ; y ou c a n c o u n t on t he me re st
.
re fe ren ce b r i n gi n g t o m i n d his wi fe an d he r con dit i on

a n d a ro u s i n g t he i mpul se y ou kn ow mu s t b e pres en t
b efo re he will buy .
I t is imp o r t a nt t o b e a r i n mi n d as H awk i n s has s o

,
e mph a tic a lly u r ge d t h a t t he s itu ati on s we c a n p rese n t

,
“
i nv ol v e wor d s t on e s of voice an d m ove m ent s
, , If a .
m an we r e t o c omplim e n t y ou in w or d s of pr a i s e s p o ken
i n t on e s of h on ey th en we re t o wi n k at s ome on e e l se
, ,
thi n ki n g y o u ha d n ot o b s e rve d h i m wo uld y ou b e lieve ,

”
an ythi n g he h a d s a id was s i n c e re ? Y ou would n ot .
Y o u mu s t b e li e ve W h a t y ou s ay el s e your t on e of vo ic e
,
a n d m an n e r will n ot b a ck y ou up fo r a lth ough y ou , ,
may s ay Wh a t y ou do n ot b e li e ve it is i mp os s ibl e t o lie

,
con ti n u a lly a s yo ur m an ne r of p re s ent at ion w i ll m a ke

,
t he fact a pp a rent .
ment s to a man who h a s l o s t mone y i n m i n i ng ck

sto
an d who ha s ins uran c e t o da y The firs t h a l f of t he

no - .
in te rv iew b etween H a rri n gt on an d Alde rs on wa s de

v ot e d t o buildi n g up t he c on vict i on th a t H a rr i n gton s ’
p ro p o s it ion ha d fe atu re s n ot p os s es se d by a t r u s t c om
p an
’
y s pl an fo r h a n dli n g a n e s t a t e—La gu a r an t ee d
,
p r i n cip a l a n d i n te res t an d t he n on re qu i rement of in

ve s ti n g t he pri n cip al ( See Le ss o n s I I IV )
.
— .
F o urth pl a n ou t how y ou will a rou s e t he d e s ire d

,
i mpul s e s Pr act i c e ce rt a in phr as e s y o u wi ll bri n g i nt o

.
“ ”
you r a rgume n t wh i ch are y our incit e men t s Prac .
tic e t he m s o th at y ou wi ll glid e s m oothly ove r th e m in

yo ur pre s en t a t i on an d s o n ot giv e t he p ros p ect an y
,
hi n t th at th ey we re d e lib e r a t ely d r a gge d in t o influ ence

him e m oti on a lly .
Fi fth d e te rmi n e t he gen e r al o rd e r of pre s en tin g i de as

,
an d i n cit e m e n t s Commen c e with a n id e a a pp e a lin g

.
t o a s ettl e d c o nvict i on o r a s t r on g impul s e Pres en t it

.
in a n ov e l m an n e r th e re by a r ou s i n g t he m aximum o f
,
i n t e re s t from t he v e ry st a rt ( See L es s on XV ) Aim . .
t o a r o u s e y o u r pros p e ct e m oti on a lly an d t o do i t s o

,
g r a du a lly th at he will n ot n otic e wh a t y o u a re d o i n g .
D o n ot c onc en t r at e o n h is re l ati on s with h is wi fe u n til

y o u a r e s ure he is i n t e r es t e d a n d e m oti o n ally e xc i te d .
In o th e r wo r d s u se i n cit e men t s o t h e r th an t he s ex ap
,
p e a l t o le a d up t o thi s on e b ec a u s e j e a l ou s y r iv a lry
, , ,
a n d ange r q uickly a ri s e wh en a m a n fi nd s a n oth e r dis

“ ”
cu s s ing his w i fe L at e r wh en he is c omi n g wi t h y ou
.
,
a n d y o u h a v e e s t a bli s h e d a b a s i s fo r mutu a l c o n fid e n c e ,
th en th i s m ost intim at e i mpul se c an b e i n di re ctly an d

l at e r di rect ly a ro u s e d .
In o r d e r t o illu st r at e t he a b ov e fiv e s t e p s an d a n swer
S ELLING LI FE INSU RANCE 3I5
more fully t he q ue st ion s a s s i gn e d in t he l as t t wo les s ons ,

let u s con s ide r t he s a l es i n t e rv iew b e t ween J am es
R e dd in g an d H enry B urt on .
J AM E S RE DD IN G IN TE R V I EW S HE N RY B URTO N 1
Pic t ure "

of Henry B urt on , p rop ri t r of m ll h rdware
e o s a a
t r
—b
s o e .
A ge a ou t 40 .
Ma rri e d . Ha s t wo or t hree c h i ldren .
m N t i m t k own pr b bly n t r
In c o e: e nc o y r e no n , o a o ov e a ea .
H rd w rk r F w t i d i t r t
a o e . e ou s e n e es s .
N t k w t b l g t
o no y l b n h rh o t h m ny e on o an c u s or c u c , or o av e a
i ti m t fri d
n a e en s .
W ll p k n f
e s rto d ki d
e o a s c ou eo u s a n n .
H m ll b t l y al l i t l
as a s a u o c en e e .
Hi t r i s s o et i ry g d l tis no b i i movin g n a ve oo oc a on , as u s n es s s
aw y fr m t h ld
a o t r wh r h i l t d
e O c en e e e e s oc a e .
Plan Pr p l g t rm
. ti o p ym t d wm t or
os e on -
e c on n u ou s a en en o en
l r ti
acce e a d wm t Emph i prot ti f f m i ly o t o
ve en o en . as z e ec on or a , r
h l p w if t rry on b i
e e d ld g pr t ti
o ca u s n es s , a n O -
a e o ec on .
I n t e rvi ew Re dd i n g find s Burt on s t and in g i n t he

”
.
a i s l e o f t he s t o re loo k in g o ve r s o me v ouch e rs Ap , .
p r o a c he s an d w a it s a m o m e nt t i ll B urt o n l oo ks up .
“ ”
Bu r t on : Wh a t c an I do fo r y ou ?
Re dd i n g : M r Burton I c ame in t o s h ow y ou s o me a .
,
th i n g which I h op e wi ll i nte rest y ou M a yb e i t wi ll .
an d m a yb e i t w on t If i t d oe s i t w i ll m e an a lot t o
’
.
,
y o u ; if i t d oe s n t a p p e a l t o y o u m a yb e y o u c a n t e ll me
’
,
”
of s o me on e of y o ur fr i e n d s who wo uld b e i n t e re s t e d .
( Re ddi n g h o ld s a l oo se le a f m o rocco b in d e r in one -
h an d s t ri k i ng it gen tly on c e o r twi ce i nto t he p a lm O f

,
t he o th e r h and Bu rt on loo ks at t he b oo k ) . .
P p ared xp
re ly f thi book b y G ifli M Lo l
e ress or s r n . v e ac e .
Bu rt on : Wh a t is it ?
“
R e dd i n g (h an dli n g t he b oo k) : I ll S how y o u Let ’
.
”
u s go o v e r h e r e ( Le ad s t he way b a ck o f a d e s k wh e re 15
.
a light is burn i n g Burt on fo llowin g Re ddi n g o p en s

, .
t he b oo k but l ay s it fa c e d own o n t he d e s k )
, .
“
M r B urt on y ou h a ve q uite a s tock o f goo d s h e re
.
, .
“
Burton : We ll pre tty fai r It i s n t a s l a rge as
, .
’
”
s ome . 20
R e dd i n g : Pe r h a p s not but wh at y ou h av e is un
,
d oubt e dly wo rth a lot of mon ey I s upp o se y ou h ave .
”
I t In s u r e d ?
Burt on : Y es of c ou r se , .
“
R e ddi n g : A n d as thi s b uild in g is n ot fi reproof y ou 25 ,
u n d oubt e dly s ee t o it th at y o u c a rry a goo d c o ve r a ge

o n it . A man wo uld n t b e v e ry c om fort a bl e if he
’
c ouldn t ge t his m e rch an d i se i n s ure d I s upp os e t oo

’
.
, ,
”
y o u c a rr y c o mp e n s a ti o n in s u r a n ce .
“
Bu rt on : Y es we re a lly h a ve t o
, 30.
“
Re ddin g : We ll y o u h av e three i mp ort a n t thi n gs
,
t o in s ur e
— y our s t ock y o ur e mployee s a n d on e othe r
,
”
, .
( P a u s e s t o let Burt on th in k a mi n ut e an d won d e r wh at

he m e a n s ) .
Bu rt on : Wh at is t he oth e r ?
“
R e ddi n g : The oth e r is t he on ly thi n g y ou c an t re ’
pl ace Y o u c an re pl ac e your s t ock an d y ou r e mpl oyee s

.
,
but y ou c an t re pl a ce t he b r a i n s th at m a k e th i s bu s i
’
n es s wh a t i t is If an yth i n g h a pp en s t o y ou t he c hi e f
.
a s s e t o f t he bu s in es s di s a pp e a r s Nothi n g c an re pl ace 4 0
.
y ou .
“
An d t he wo rs t of i t is th a t , w hile a n y oth e r los s e s
fa ll fi r s t up on y ou , an d on ly i n cid e n t a lly u p on y o ur
fa mily , t he l o s s of y ou t he rea l fo u n d ati on up on which
,
3 18 TH E PSYC H OLOGY OF
F ir st i t s h o uld pro v i d e an in c ome t o t he fa mily if a
,
man dies p r e m a ture ly Not e I s ay an in c ome It is n ot

. .
e n o ugh t o p r ovid e a s u m o f m on e y .When a wo m an 65

g e t s a s u m o f mon ey he r t ro ubles h a ve j u s t b e gun She .
h a s n ew a n d u n t ri e d bu r d e n s . How is s he goi n g t o in
v e s t t he m one y an d kee p it i n ves t e d t he b a l an ce of her
li fe s o as t o get t he b es t inc ome from i t an d y e t n ot l ose
a n y o f he r pr i nc i p a l ? The thi n g t o do is for t he man t o 70
t a ke c a re of t he i n v es t i n g fo r his wi fe while he is h e re .
My c omp an y s implifi es t he wh o le p rop o s iti on by writ

in g a c ontr a ct t o p ay a s t at e d m on thly in c om e for li fe .
Bills c o m e in mon thly an d th a t s t he way a wi fe s h o uld

’
h ave he r m on ey c omi n g in It is won d e rful wh a t a c o m 7 5

.
fo rt a mon thly ch e ck is t o t he wi fe who is d e p r ive d o f

he r hu s b an d s h e lp i n m a tt e r s o f b u s i n es s NO wo rry
’
.
a b o ut t he s a fe ty o f t he m on e y o r t he p a ym e n t o f t he
i n t e re s t At a give n t i me e ach mon th t he ch e ck c om es

.
, ,
a s if t he hu s b an d a n d fath e r we re in a n oth e r city m a il so
in g a ch e ck e a ch mon th j u s t a s he u s e d t o do wh e n t he
,
fa mily wen t aw a y for a v a c ati on . Supp os e y ou we r e

go i n g aw a y t o mo rrow t o b e gone s ix month s M r Bur
'
-
, .
t on . Y o u wo uld pro b a bly a rr a n ge w i th yo ur offi ce t o

m a ke a c e rt a i n d e p os it e ve ry mon th in y ou r wi fe s b an k 8 5 ’
a cc o u n t ; a t an y r at e y o u w o uld m a k e s om e a rr an ge
,
men t S O th at s he wo uld h a ve t he m one y e ve ry m onth

for r u n n i n g e xp en s e s. Th i s is t he s a me prop os i t i on .
Y o u me re ly a rr an ge wi th o u r o ffice t o send Mrs B u rt on .
a ch e ck e v e ry mon th a s l on g a s s he live s a ft e r y o u h a ve 90
,
s t a rte d on wh a t Ch a rl e s Fr ohm an wh en he wa s s i n kin g

,
o n t he Lu r ita n ia , c a lle d t he g re a t a dven tu re

‘
I sn t
.
’ ’
th at re a lly a s plen did a rr an ge ment an d a gre at c om fort

fo r a wom a n ?
S ELLING LI FE INSU RANCE
,
3 19
The c nd p o i nt is p e r h a p s a lm os t a s i mp o rt an t
se o , , , 95
if n ot e q u a lly s o Li fe is a b i g h i ll Like t he b att a l i on

. .
in t he fa m o u s s ay i n g a m a n w a lk s up a h i ll a n d d ow n
,
”
a gain It s l i ke thi s ( u s in g a p e nc il )
’
. .
The gr a d e is lon g a n d e as y du rin g y o u n g m an h oo d an d

m i ddle l i fe B ut b efo re fi fty i t b e gi n s t o b e a h e a v i e r
.
pull wi th a s h a r p upg r a d e t o fift y fiv e o r s i xty Th e n

,
-
.
t he d e s c e n t is b e gu n
. It is d own h i ll Stre n gth b e g i n s
.
t o w an e . Phy s i c a l s t a mi n a is i mp a ire d The hum an .
m a ch i n e b e gi n s t o S h ow we a r S o metime s t he d own
.
g r ad e is s h a r p like th i s
A ge 5 m
S ome time s i t is lon g an d eas y like t h i s

3 2 0 TH E PSYCHOLOGY OF
Wh at m a kes t he d i ffe ren c e ? S omet i mes th e re a re s ev
e r a l fa ct o rs t e n di n g t o m a k e t he gr a d e e a s y a n d l on g .
H a ppy fa mily r el ati on s goo d fr i end s et c B ut on e of

, , .
t he m o s t imp o rt a n t is a c omp e t e n c e for on e s O ld a ge m

’
which e limi n at e s wo rry a n d t he n ec e s s ity of s t r uggli n g

fo r a n i n c o m e with t he c on s t a n t fee li n g th at o n e s
’
p owe rs a re fast s l i ppi n g a n d th at one c an t m a ke he a d ’
wa y a g a i n s t t he d own hill pull An inc o me fo r old age

.
ma ke s o ld age a h a ppy p e ri o d in which t o en j oy one s 115 ’
ch i ld ren an d t h e i r s ucc e ss e s a n d th e i r child ren The .
se n se of i n d e p e n d e n c e
, t he a bility t o get on w i th o ut
’
h avin g t o b e h e lp e d by on e s children o r an yb o dy e l s e ,
a ll thi s t e nd s t o pro duc e a s t a t e o f c on t en tm en t a n d
h a ppi n e s s an d t o p ro lo ng t he d e s c en t of t he g r a d e o f 120
O ld a ge . Our p r o p os iti on n ot on ly p ro vid e s a n i n c ome
t o yo ur family if y ou die pre m a tu re ly but i t ma k e s s u r e
,
a n i n c o m e t o y o u a n d y o u r wi fe in y ou r o ld a ge .
The third p o i n t 18 a l s o a n imp o rt an t o n e—d ecid e dly

“
so . It is h e re th at o u r p o licy b e c o m es a n a id t o bu s i n e s s 125 .
All t he while i t is s ervin g t o p rot e ct t he family in c a s e

o f pre m ature d e ath a n d buildi n g t he fo u n d a ti on o f a n
old a ge i n c o m e i t is wo r ki n g a s a s p ec i a l c r e d i t a id
-
,
If .
mon ey h as t o b e b o r rowe d a t t he b an k a st at e m en t o f
,
t he a m o unt of li fe i n s u r an c e c a r ri e d inc r e a s e s c on fi 13 0
de n c e o f t he b a n k in y o ur cre d it Th e y kn ow y ou an d
.
u w ll g o o d if y o u liv e d n t o u c a rry a
’
y o i b e If
.
y ou o y ,
goo d li ne o f li fe i n s ur a n ce M a ny of t he Fe de r a l Re
.
s e rv e b a n k s n ow h a v e in t he l o a n a pplic a ti on a qu es ti on
r eg a rdi n g t he a mou nt o f i n s ur an ce c a rr i e d The p olicy 13 5.
v a lu es i ncre a se as y ou know fro m ye a r t o ye a r The

, , .
i n ven t o r y account s h ows a fte r s e ve ra l ye a rs th at y ou

a re i n cre as i n g t he p o l icy v a lu e by a s much as t he
l a rge a s i t is now; a l so a d oll a r was wort h mo re t he n

,
th an i t is wo rth now But y o u h ave grown in v a lu e t o

.
you rs el f a n d yo ur fa mily A s yo u r bu s i n es s ha s g rown.

,
y o u h a v e inc r e a s e d t h e i n s u r a n c e on y o ur i ncre as i n g
s t ock o f goo d s b ut y o u h a ve n ot prote cte d your in 175

,
cre a s i n g p e r s on a l v a lu e .
“
How m a n y child re n h ave y o u Mr Burt on ? , .
“
B urt on : Three .
“
Re ddi n g : An d how m an y d i d y ou h ave wh en y ou
”
we re twen ty s ix ? -
180
B u r t on : Non e .
“
Re ddi n g : Y et y ou h a ve n ot i nc re a s e d yo ur p rot ec
ti on . Y o u ha d fo r y o ur w i fe a lon e S he .
wo u ld n t n ee d le s s if y o u s h o uld die n ow th an s he
’
wo uld h a v e n ee d e d if y o u ha d di e d at twen ty s ix So 18 8 - .
th e re is n o i n s u r anc e at le a s t n on e h a s b ee n a dd ed for
, ,
t he th re e child re n I a m s u re y o u a g ree th a t th ey
.
re a lly o ught t o h a ve p rot e cti on a s we ll as your w i fe .
“
M oreove r th a t , i s n t re a lly wo rth wh a t i t
’
wa s wh en y o u we re twen ty s ix Th at is i t won t b uy 1
’
-
.
,
s o much It won t b uy m o re th an h a l f as much In

.
’
.
o th e r wo rd s $ 2 5 00 w o u ld h a ve d on e a s much fo r y o u r
, ,
wi fe h a d y o u di e d at twen ty s ix as t he wh ole -
,
wo uld do fo r he r n ow To put it a n oth e r way i t wo uld

.
,
t a ke n ow t o gi ve h er t he s am e a dv an t a ges
which s he could h ave s ecure d fi ft ee n o r s ixteen y e a rs

a go fo r
“
O f co u rs e, I figure on y our s a v in g s
c a n s ee th at y ou
an d y o u r i nv es tm en t s a n d t h e v a lu e o f y o ur grow in g
bu s i nes s t o i n c re a se t he fa mily i n c o me wh en y ou die zoo ,
an d th a t is a re a s on a bl e p o i n t o f vi ew It is n a tur al .
t o do s o but we d o n t st o p t o thi n k as we s h o uld th a t

’
, , ,
1
t he los se s wh i ch c o me to o th e r p eo ple may l

a so com e
t o us .
“
Y oukn ew Mr Ab el s He ha d a goo d bu s in es s a n d 205
. .
he ha d quit e a l i ttle p ro p e rty He d ie d fiv e y e a rs a go .
a n d I s upp os e y o u k n ow wh a t h a s h a pp e ne d t o h is
‘
”
e st a t e .
( Burt on nod s his h e a d ) .
R e dd i n g : Eve ryb ody t hough t of Mr A b els s fa m i ly 210 .

’
a s b e i ng we ll fix e d ; b ut t o d ay t he b u s i n e s s is go n e an d
-
t he i n v e s tm e n t s are p ra ct i c a lly a ll l os t H owe ve r I .

,
a m gl a d t o s ay th a t he l e ft his fa m i ly a fa ir ly g oo d in
co me po l i cy Th at p olicy is t o—
. day t he s o l e s upp o r t o f
a fa mily wh o m we a ll re g a r d e d as b e i n g in c o m fo r t a bl e 215
ci r cum s t an c es It goes t o s how th a t h owe ve r g oo d a

.
,
m a n s bu s i n e s s is he c an t fu rn i s h t he b r a i n s t o m a n a ge
’
,
’
t he bu s i n e s s a n d t o l oo k a ft e r t he i n v e s tm e n t s a ft e r he
is g on e Wo m en a re n ot exp e r i enc e d in th e s e m a tt e r s
.
a n d it is h a r d fo r th e m t o fin d co mp e t e nt p e rs on s t o 220
r ep res en t th e m .
“
M r Bu r t on I h a ve a pl an wh i ch w i ll gi ve y o u t he
.
,
a b s olut e c e rt a i n ty th at M rs B urt on c a n t a k e c a re o f
.
th os e littl e k i dd i e s o f yo u r s if t he u n e xp e ct e d h a pp en s
an d
y o u S h o uld b e t a k e n pr e m a tu r e ly I s a y t h e u n e x 225 .
p e c t ed O f c o u r s e if y o u exp ec ted th a t y o u wo uld die

.
,
wi th i n a wee k or a mon th o r e ve n a ye a r th e r e wo uld ,
b e n o qu e s ti on in y o ur mi n d Y o u wo uld w a n t th i s .
pro p o s iti o n as q uickly a s I co uld get i t fix e d up fo r y o u .
But y o u d on t exp ec t t o die s oo n A ma n n e ve r exp ec t: 23 a

’
.
t o die a t an y p a rticul a r tim e We kn ow l ot s of th i n gs

.
,
but we d on t k n ow wh e n a man will die If we k n ew

’
.
y o u wo uld die s oo n t he c o mp a ny wo uld n t i n s u r e y o u

’
.
It is on ly while y ou are i n goo d h e a lth a n d d on t e xp e ct

’
zz
2
d
’
to die s oo n an l ook as if y o u would n t th at y ou c a n 23 15
ge t i n s u r a n ce .
“
Y o u h a ve n ow Inve s t e d a t 6 p e r cent th a t
.
”
would b r i n g in $ 3 00 a ye a r Not v e ry much is i t ? .
,
“ ”
Bu r ton ( l oo ki n g r a th e r e mb a r r as s e d ) : No i t i s n t ,
’
.
“
Re ddi n g : Y o u s e e we d on t r ea lly u n d er s t an d t he 240
,
’
t r u e v a lue of an a mo u n t o f i n s u r an c e o r O f an y s u m o f ,
m on ey unle s s we figu re t he i n c om e it will p ro duc e

, .
Y o u might let th a t s t a n d t o p r ovid e c a s h at y o u r
d e a th fo r th e re is a lw a y s a ce rt a i n a mo unt of c a s h
,
n e ed e d .Now let u s figure on a m onthly i n c o m e for 24 5

Mrs B u rt on If an ythi n g s h o uld h a pp e n t o you r es t at e
. .
a n d s he a n d t he child r e n h a d n othi n g but y o u r in s u r
a n c e t o l i v e on how much o f a n i n c o m e do y o u think

,
would b e n ec e s s a ry t o p rovid e t he a b s o lute n e ce s s a r i es

o f li fe— ren t food clothi n g d oct o r s b ill s s ch oo li n g 250
, , ,
’
, ,
”
a n d i n cid en t a l s ?
“
B u r t on : I d on t k now ’
.
R eddi n g : Wo uld $ 200 a mon th do i t ?

”
Bu rt on : It might .
“
R e ddi n g : I thi n k it might ; b u t i t wo uld r equ ire 25 5
‘
p re tty cl os e m an a ge m en t in V i ew O f t he s c a l e o f li v i n g
”
t o which y o u r fa mily is n ow a ccu s t o m e d .
“
B u r t on : Wh a t wo uld $ 2 00 a m on th c os t me ?
“ ”
R e ddi n g : Wh en we re y o u b o rn ?
B u rt on : No ve mb e r I O ( F o rty, th r ee y e a r s 260 -
,
in 1 9 1 9)
Re ddi n g : Wh en wa s Mrs Bu rt on b o rn ? .
B u rt on : She was fo rty t he fi r s t of Octob e r Octo —

b er I, 1 8 79
.
Re ddi n g : The ann u a l p re mium fo r a li fe i n co me of 265
$ 200 a m on th is
3 6
a d e p o s it o f a b o ut $6 74 a ye a r ; t he $ 1 00 a month for
t e n y e a rs wo uld t a ke only a b o ut $ 3 60— a t ot a l o f a b out 3 00
Bu rt on : Th at s ee ms like a p retty high r a te .
“
R e ddi n g : It re a lly on ly s ee m s s o Th at is on t he .
o r di n a ry li fe b as i s an d t he r a t e is o n ly a b o ut r
, p e
c ent with a s light e xtr a ch a rge t o c ont i n u e t he li fe in 3 05

,
c o m e b e y on d tw e n ty y e a rs Y o u kn ow th a t $ 1 00 a
.
mon th fo r li fe is gu a r a n t e e d fo r twen ty y e a rs If fo r .
,
i n s t an ce Mrs B urt on di e d fiv e ye a rs afte r y ou d i d t he

, .
,
child ren wo uld get $ 200 a mon th fo r five ye a r s lon ge r

a n d wo uld th e n re c e iv e $ 1 00 a mon th fo r t en y e a r s 3 10
”
( Burt on d oe s n t un d e r s t a nd a t firs t an d
’
l on ge r .
R e ddi n g expl a i n s furth er ) .
“
B u rt on : Still th a t s high I gu es s I won t do an y
’
.
’
thi n g n ow Co m e i n a n d see me a few mon t h s from

.
R e ddi n g : Th at r at e is le s s th an th ree and on e-h a l f

p e r c e nt . It is r e a lly r e m a rk a bly low Wh .e r e c o uld
y o u g e t t he u s e o f m o n e y fo r th r ee a n d o n e h a l f -
p er
c en t ? O r di n a r ily y o u p a y fiv e t o s ix p e r c en t for mon ey

y ou b o rrow a n d h a ve t o p ay i t b ack
,
I O ff e r t o s ell y ou
.
a c on t r a ct t o d e liv e r mo n e y at a t i m e wh e n y o u r wi fe
will n ee d it mo st fo r le s s th an th ree a n d on e h a l f p er -
c e n t a y e a r a n d i t will n e v e r h a v e t o b e p a i d b a ck .
Wh en y o u l oo k at it in th a t way y ou c an s ee it is re a lly
,
a low r a t e . An d r e me mb e r th e s e fou r p er c en t p ay 3 25 -
men t s a re l a rge ly in t he n a tu re o f d e p os it s Th ey a re .
n ot on ly c a rryi n g y ou r in s u r an c e but th e y a re buildi n g

,
up a c on s t an tly i n c re a s i n g s inki n g fun d which y o u c an

d r aw on in a n e me r ge n cy an d which if y o u live t o a n,
a ge wh e n y o u n ee d t h e m on e y m o re th a n y ou do t he
S ELLING LI FE INSURANC E 317
i n s u r a nce wi ll p rov i d e y o u a s ub s t a nt i a l O ld age fun d

,
- .
In wh a t oth e r way c a n y o u get s o much th at y o u n ee d

for s o l i t t le —
e m e rge n cy prot e cti o n fo r yo ur b u s i n e s s ,
an o ld a ge fu n d fo r y o ur s e l f a n d y o u r w i fe an d b e s t o f
-
, ,
a ll a c e rt a i n i n c o m e fo r y o u r fa mily if a n yth i ng h a pp en s 3 3 5
,
to y ou .
“
An d y o u know th e re a re a n n u a l d i v i d en d s Th e s e .
will re duc e yo u r ann u a l d e p o s it s fro m a b o ut th i rty

fo ur d o ll a r s t o a b o ut thi r ty t wo d o ll a rs a th o u s an d t he
-
s e c o n d ye a r if t he pre se nt s c a l e c on tinu es
, a n d in t e n 3 4 0,
ye a r s t o a b o ut twen ty s e ve n d o ll a rs t o twen ty e ight

- -
”
d o ll a r s a th o u s an d .
“
Bu rt on : Wh a t a re t he c as h v a lues of th at p olicy ?
Re ddi n g ( multip li es t he fi fth t enth fi ft e en th a n d
, , ,
twe nti eth c a s h v a lues p e r tho u s an d o mitting c ent s ) : 3 4 5 ,
Ju s t a mo men t At t he en d o f t he fi fth ye a r a b o ut
.
,
a t t he e n d o f t he t e n t h y e a r a t t he e n d
,
o f t he fi ft een th y e a r , a n d a t t he e n d o f t he
twe n t i et h ye a r ,
Bu rton : How much w i ll I h a ve p a id in duri n g 3 5 0

“
”
twen ty y e a rs ?
“
Re ddi n g : Ro ughly a b o ut , if t he p res en t
” “
di v id en d s c a l e c on ti n u e s ( Fig u r i n g ra pidly )
. Th at .
is l e s s th an n i n e d o ll a r s a th o u s a n d a ye a r W on d e r .
fully i n e xp e n s ive An d y ou wo uld h a ve

. s a ve d 3 5 5
up .
Burt on : Is t he p re sen t div i d e nd s c a le l i ke ly t o

c on ti n u e ?
Re ddi n g : I c o uldn t promi se th o ugh I th i n k i t

’
p r ob a bly wi ll Of c o u r se we c a n t b e a b s olut e ly s ure 3 00

.
,
’
o f a n yt hi n g in t he futu re e xc e pt th a t t he co mp a n y will
h av e t o p ay th a t $ 2 00 a month t o yo u r family or p ay
y o u an o ld-a ge fu n d of a b o ut at a ge s i xty three -

.
But t he c omp any s d i vid en d rec o r d h a s b ee n a fine on e

’
a n d d i v i d e n d s h a v e b ee n m a int a i n e d a t a m o s t s at is fac
t o ry r at e ove r a c on s id e r a ble p e r i od of ye a rs Th e re is
on e thi n g y o u c a n a lw a y s b e s u re o f—th at t he bu s i n e s s
.
will b e co nduct e d ec onomic a lly a n d th a t t he s t at e in

s ur a n c e d e p a rtm en t s a re o n t he j o b t o s ee t o i t th a t t he
co mp an y tr an s a ct s it s bu s i n e ss prop e rly if it s h o uld 3 70

e v e r h a pp e n th a t th e re wa s a n y t e n d en cy t o do O th e r
wi s e H owe ve r a s y ou kn ow th e re is pro b a bly n o

.
, ,
o th e r bu s i nes s in t he c o untry which h a s b een s o u n i
fo rmly we ll c on duct e d in t he i n t e res t of t he public a s

t he li fe i n s ur an ce bu s i n ess .
“
The re is n o bu s in es s wh os e e a rn i ng s a re m ore st a bl e
th an th os e o f t he li fe i n s u r a nc e co mp an i es Yo u r li fe
.
i n s ur a nc e divid en d s o r s u r plu s re fu n d s a re like ly t o

, ,
b e m o re s t a ble th an t he p a ym en t o f a lmo s t a n y s t ock

”
divid en d s ove r a l on g p e r i o d o f ye a r s
,
.
( R e ddi n g
“
t a kes ou t t he a ppl i c ati on an d his fo u n t a in p en ) Yo u .
wa nt t o m a ke th i s i n come p ay a ble t o Mrs Burt on .

,
’ ”
d on t y ou ?
Bu rt on : Yes .
R e ddi n g : Wh at is Mrs Bu rton s full n a m e ?

“
.
’
”
B urto n Juli a Moo re .
“
Re dd in g : An d i n c a s e of he r d e ath y ou wa nt t he
b oys t o get t he i n come i n e qu a l s h a res ?
“ ”
Burt on : Y es .
“
Re dd i n g : Wh at a re t he b oys full n a me s ?
’
Burt on : Geo rge M oo re J ohn Re dmond an d Pe t e r

, ,
”
Lee .
( R e ddin g p ro cee d s t o as k qu es ti on s an d t o fill
o ut t he a pplic a ti on bl a nk . He h and s his p en t o Bur
t on pl aci n g h is fi nge r o n t he d ott e d li n e )
,
.
(4) Thi s i n s ur an c e is t he o n ly m eth o d which

will provid e fo r my fa mily myse lf , ,
a n d my bu s i n e s s for
,
( a) My p re s en t bu s i n es s is n Ot
s u ffici en t i n c a se I die .
( b ) My pre s en t bu s i n e s s may not

b e s u ffic i e n t i n my old a ge .
( c) My p res en t i n s ur an c e is n ot
a d e qu a t e .
( 5 ) I c an affo r d furth e r i n s ur a nc e .
The impul s e s Mr Burt on mu s t h ave b efo re he

.
will buy i n s ur an c e a re :
( I ) Lo v e fo r wi fe (He r h a pp i nes s i n c a se
.
o f my d e ath d e p e nd en t up on s u fh
c i ent i n co me ) .
( 2 ) Lo ve for children .
( 3 ) F e a r of bu s i n es s fa ilure i n ye a rs t o c ome .
(4) D e s ire for e as e a n d c o m fo rt in o ld a ge .
D
( 5 ) es ir e fo r a pp r o v a l fr o m o th r
e s — wi fe ,
child re n a cqu a i nt a n c es M r Re ddi n g

, , . .
(6) Fighti n g i n s ti n ct a ro u se d by kn owle dge

th at fi n an ci a l di fficulti e s du e t o d e ath
a n d p os s ibili t y o f bu s i n e ss fa i lu re c an
b e ov e rc omc_fa mily an d s e l f c an b e
pro te cte d in old a ge — t hro ugh t e
n e we d e ff o rt s .
S e c on d , a n aly z e e a c h of t h e c onvic tion s t o d et e r

min e wh et h e r h e alr e a dy p os s e s s es t h e m or n ot ; a n d
if s o t o wh a t e x t e n t . B u rt on s h o uld h a v e t o b egin
,
w i th s t ron g b e li ef in t he d e s ir a bility of prot ect i on fo r

,
his fa mily n ow in c a s e of his d e a th an d for his wi fe

a n d s e l f i n th e i r old a ge a l s o of a s i n ki n g fu n d in c as e
,
of e me rgen c i es He pro b a b ly is c on v i n c e d th a t his

.
bu s i n es s would n ot b e s u ffi c i ent fo r t he nee d s o f his

fa m i ly if he s h o uld die n or fo r h im se l f in o ld a ge B ut
,
.
he d oe s n t like t o vi e w his bu s i n es s in th at l i ght an d

’
,
h op es for t he b es t It wi ll b e n e ces s a ry t o b ri n g a ll o f
.
th e s e c onv i ct i on s cle a rly b e fo re him an d m a k e h i m

re a li ze th e ir s ign i fic an c e Th en wh en he is furthe r .
c on v i n ce d th a t his p re s en t i n s u r an ce is n ot a d e qu a t e
a n d th a t he c a n a ffo r d furth e r i n s u r a n c e t he fi n a l c on
v ic t ion c a n b e fully e s t a bli s h e d in h is mi n d th a t

t he i ns ur a n c e pr op os iti on is t he on ly m e th o d which w i ll
p rovid e fo r his fa m i ly h i m se l f an d h is b u s in e s s
, , .
Th ir d p la n ou t v e r y c ar ef ully t h e i d e a s y ou mu s t
,
p e s e n t s o t h a t t h e p os p e c t will b e c ome p os s e s s e d of
r r
t h e c on vi c t ion s y ou t h in k h e d oe s n ot n o w h a v e Lead .
“ ” “
t o t he id e a of i n s u r an ce up on h im s e lf th r ough in
su r an ce on t c k buildi n g a n d li a bility fo r acc i
h is s o ,
d e n t s t o e mpl oy ees Th en p re s en t t he p rop os i ti on

.
a n d e s t a bli s h a ll o f t he c on victi o n s with which Mr .
B u rt on is a l re a dy m o re o r le s s p os s e s s e d The t wo .
c on vict i on s th a t my p re s e n t i n s u r an c e is n ot a de
,
” “ ”
q u at e an d I c an affo r d fu r th e r in s ur a n c e c a n b e
, ,
t a ken c a r e o f whe n th ey a ri se .
As he will b uy h o we v e r on ly up on t he a ro u s a l of his
, ,
impul s e s t o lo ve of wi fe child re n et c t he p re s en t ati on s

, ,
.
,
mu s t b e pl a nn e d t o t a ke s u ffici e n t tim e ( in mi n ut es )
pro p e r ly t o c a mo ufl a ge t he a ro u s a l of th e se i mp ul ses .
Fou rt h p la n ou t h o w y ou will ar ou s e t h e d e s ir e d i m
,
“
p ul s e s . L ov e of wi fe is b r o ught t o m i n d through
“ ” “
di s cu s s i on of i n c o me a w o m a n s t r o u bl e s with
,
’
” “
mo n e y an d bu s i n e s s m a in t e n a n ce o f fa mily wh en
,
”
aw a y fr om h o m e on a v a c ati on et c ( li n e s 63 , .
Fe a r of bu s i n e s s fa ilu re is well d e p i ct e d in t he
d r awi n g s of g oi n g up an d down hill a l s o s uch ph r a ses
,
“ ” “
on e s p owe r s a re fa s t s lippi n g a n i n c o m e fo r
’
as ,
o ld a ge m a k es O ld a ge a h a ppy p e ri od in which t o
e n j oy o n e s children an d th e i r s u c c es s es an d th e ir
’
” “
child ren , t he s e n s e of i n d e p e n d e n ce t he a bil i ty t o
,
g e t o n with o ut h a vi n g t o b e h elp e d by on e s child ren ’
o r a n yb o dy e l se t e n d s t o pro duc e a s t a t e o f c ont en t

,
men t a n d h a ppi n e s s a n d t o pro lon g t he d es ce nt of t he

”
g r a d e o f old a ge ( li n es 95
“ ”
L ove of childre n is s u ffici en tly e mph as i ze d i n s o
th e re is n o i n s u r a n ce a t le a s t n on e h a s b een a dd e d
, ,
fo r t he th ree child re n ( li nes 1 8 5 Th i s s en t en ce

a l s o put s Burt on u n d e r o blig a ti on t o e xpl a i n why he
c a n get a l on g o n i n s ur an c e e l se Re ddi n g will

,
c e rt a i n ly l oo k d own up on him a s on e who is n ot p ro p

e r ly t a ki n g c a r e o f his childr en .
Fighti n g i n s t i n ct a ro u s e d Po licy v a lu es in
c re as e a s y o u k n ow from ye a r t o y e a r ( li n e s 1 2 8
, ,
et c a pp e a l t o sen s e o f g rowi n g s e c u r ity a n d

.
,
“
p owe r . A s y o u r b u s i n es s h as g r own y ou h a v e in ,
c re a s e d t he i n s u r a n c e o u you r i n c re a s i n g s t ock of
goo d s b u t y o u h a ve n o t p r ot e cte d yo u r i n c r e a s i n g
,
” “
p e r s on a l v a lu e ( lin e s 1 69 Y ou c a n do b ett e r
th a n M r Ab e l s is t he implic a ti on o f li n e s 2 5 2 2 1
.
,
0 — .
“
I h a ve a pl an wh i ch will giv e y o u t he a b s olut e c e r
t a i n ty th at Mrs Burt on c an t a ke c a re of th ose littl e
.
kid die s of yours if t he un e xp e ct e d h a pp e ns a n d y ou

”
s h o uld b e t a k en pre m a ture ly etc
, ( li n e s
. 2 2 2
The i mplic a ti on is th a t a man will gu a r d a g a i n s t a ll

d an ge rs c on fron ting his fa mily .
“ ”
App rov a l from oth e rs . Hi n t e d a t in re fe rri n g
I The . p ros p ect .
2 The . p ro p os iti o n t o b e m a d e him .
3 The . c on victi on s t he p ros p e ct mu s t h av e .
4 The . imp u l s e s he mu s t h a v e
.
5 The . id e a s a n d i n cit e ment s th a t mu s t b e p res en t ed

b e fo re he will buy .
In figu r i n g out j u s t wh a t t o s ay t o t he p r os p e ct
i e in a n s we r i n g st e p 5 a b ove t he s a l e s m a n s h ould
. .
, ,
a s k him s e l f fu rth e r th es e qu e s ti o n s :
a Wh a t c on v icti on s th a t t he p ro s pe ct mu s t h a ve
.
d oe s he a l re a dy p o s s es s ? ( Such n ee d on ly b e t o uch e d
up on in t he int e rv i ew o r e l s e u s e d a s st e ppin g st o n e s
,
-
t o o th e r c on v icti on s . But do n o t ove r loo k t he fa ct

th a t th ey mu s t b e b ro ught cl e a r ly i nt o his mind du r i n g
t he p r e s e n t ati on
. We a c t o n ly up on c on victi on s th at
a re c on s ci o u s ly b e fo re u s ) .
b Wh a t id e a s mu s t I p re s en t t o him s o th at he will
.
b e c o me p o ss e s s e d o f th os e c on victi on s he d oe s n ot
n ow h a ve ?
c How s h a ll I mot i v at e th e s e n ew id e as s o th a t he
.
will b e i n t e rest e d in th e m a lth o ugh th ey a re n ew?

d How s h a ll I m oti v at e t he wh ole s ale s int e rv i ew
.
in o r d e r t o s e c u re a cti on ?
e In wh at o r d e r S h a ll I c a ll t o mi n d his s e ttl e d c on
.
v ic t ion s which I w a n t t o u se a n d p re s en t t he n ew id e a s ;
a ls o a t wh a t p o i n t s s h a ll I i n t r o duc e mo t i v a ti on ?
Th i s a n a ly s i s m ay s ee m v e r y lon g It ma y m a ke a
.
s a l e s m a n fe e l it is m o r e th a n he c a n do th a t he c an t
’
,
po s s ibly giv e th at a mo u n t of time t o pl a n n i n g o ut

on e i n t e r vi e w
. R ec a ll t o mi n d how much time a
l awye r o r a mi n i s t e r o r a p u blic s p e a ke r put s in p re
p a ri n g fo r h is wo r k Sh ould y o u exp e c t t o m a k e a
.
s ucc e s s in y o u r li n e with much l es s e ff o rt th a n th e y

S ELLING LI FE INSU RANC E 335
in th e i r s ? Als o re me mb e r th at t he p ro p e r p re p a r a
t i on fo r t he fir st i nt e rv i ew is a l s o a p a rti a l p r e p a r a
ti on for t he s econd a n d t he th ir d And a fte r a wh ile
.
t he tim e n e c e s s a ry t o pl a n o u t a n a d e qu at e p re s en t a
ti on will b e v er y littl e con t r a s t e d w i th the l a b o r i o u s

e ff o rt at t he s t a rt Th e re will b e a divid end for e a ch
.
e xp e nd i t ure o f th o ugh t a ft e r t he fi r s t .
A SSI GN M E NT TO BE RE P A RE D B E FORE RE A D I NG
P
LE S S O N XX I V
H a vi n g n ow a n u n d e rs t an d i n g o f t he Str at e gy of
S e lli n g I n s ur anc e we a re re a dy t o c on s i d e r t he Stra t e gy
,
a n d T a ct i c s of t he Buye r .
Put yours e l f i n t he pl a ce of t he a ve r a ge man who is

c a ll e d up on by a s a l es m a n Imme di at e ly y ou re a l i ze
.
th at y ou do n ot p as s ive ly a w a i t a s a les m an n o r p as
s iv e ly w ant t o b e s o ld t he s a l e s m a n s g oo d s o r s e rv
’
i ces Wh at is t he p r im a ry id ea th at do m i n ate s yo ur
.
a ttitud e t ow a r d t he s a l es m a n ? Jus t wh at is it th at a
p ros p e ct w a nt s t o do ?
H a vi n g d e cide d wh a t is t he s tr at e gy of t he pros p ect ,
n e xt d e t e rm i n e wh at s t e p s he will t a k e t o c a r ry it o u t .
Th es e s t e p s we c an d e s ign a t e a s t he t a ctic s o f his c a m

a i n Thi n k o f y o ur s e l f a s occupy i ng t he pl a c e o f a
p g .
typic a l p r os p e ct s uch as a b an ke r a ret a il g ro ce r a

, , ,
mi n i s t e r a buye r fo r a l a r ge c o r p o r at i on o r t he like
, , .
Im a g i n e wh at his th ought s a n d a cti on s will b e i n ea ch

c a s e b e gi n n in g a t t he p o i n t o f re ce i v i n g word th a t a
,
s a l e s m an d e s i r e s t o s e e h im .
S umm a r i ze yo u r id e as an d wri t e ou t i n as d e fin i te a
m an n e r as p o s s ible ( I ) wh a t t he st r a t e gy of t he pros
p ec t is a n d ( 2 ) wh a t h is t a ct i c s a re .
S E CT I ON D T H E S TR ATE GY A N D
.
T A CT I CS O F T H E P RO S P E CT
H e r ei n is d i s c u s s ed why t he p ros p ec t a d mi t s
t he s a l e s ma n t o his p r es e nc e a n d wh a t h e h a s i n
m i n d a s h e l i s t en s t o t he s a l e s ma n s op en i n g re
’
k
ma r s . Al s o t h e d i ffer e n t w a y s b y wh i ch t he
p ros p ec t d ec i d es t o en d t he i n t e rv i ew a n d get r i d
of t he s a l es ma n , o r t o c on t i nu e l i s t en i n g fu r t h er
.
The O pin i on of o u r p a rticul a r as s oc i at es me an s much
mo re t o u s th a n t he o pi n i on o f men i n t ot a lly fo re ign
li n e s o f bu s i n es s an d in c on s e qu en c e we en j o y mee ti n g
, ,
th ose who a re in a s en s e o u r co mp etit o r s a n d in s i z i n g

o u r s e lv e s up with th e m Th en th e re are s t r a n ge rs who
.
a re v e ry int i m a t e fr i e n d s of o u r p e r s on a l fr i en d s a n d
the y mu s t b e re ce i ve d b e c a u s e o u r p e r s on a l fri e n d s
h a ve di re ct e d th e m ou r way An d a g a in ce rt a in
.
s tr a n ge r s mu s t b e met ,for n o oth e r r e as on th an th a t

the y will i n j ure ou r r e put at i on with th os e we es t ee m
if th e y a re turn e d a w a y Fo r e x a mple a y o ung co u n
.
,
t ry b an ke r o n v i s i ting New Yo r k City m ay d e s i re t o

mee t t he h e a d of t he New Yo r k b an k with wh om h is
b ank d oe s bu s in e s s He m ay h a ve n o re a l re a s on fo r
.
t he vi s it. B ut if he is n ot c o urt e o u s ly re c e i v e d he will

inj u re t he r e put a t i on of t he New Yo r k b an ke r a t h o me
a m on g h is a cqu a i nt a n c e s Ve ry few me n c a n c on ti n ue
.
t o e xclud e s uch c a ll e r s on c e th e y r e a liz e t he e ff e ct i t
h a s up on th e ir p e r s on a l re put ati on s an y m o re th a n
,
the y c a n re fu s e t o tip t he girl who retu rn s th ei r hat

o ut s id e t he di n i n g r oo m .
A bus i n e s s man is thu s c on s t an tly fluctu at i n g b e

twee n a d e t e r mi n ati on on t he o n e h a n d t o exclud e a ll
, ,
but cli en t s fro m his o ffi ce in o r d e r th a t he ma y c on cem

t r a t e on his re gul a r wo r k a n d a r e a li z a ti on on t he oth e r
, ,
h a n d th at he mus t m eet m a n y of t he s t r a n ge r s who

,
c a ll up on him In con s e q u en c e he c on t r i v e s a ll s ort s

.
,
o f a r r an ge m e n t s t o s o rt his c a ll e r s i n t o g r o u p s e xc lu d
,
in g s o m e a n d r e c e i v i n g oth e r s A s n o o ne h a s e ve r s u c
.
c ee de d in h a n dli n g thi s s itu ati on in a p e r fe ctly s a ti s
fa ct ory m a n n e r b us i n e s s me n a re c o n s t an tly ch an gi n g
,
t h e ir s y s t e m s in t e rm s of th e ir i n d i v i du a l e xp e r i e n c es .
The p oi n t of i nt e re s t l m a n in th i s con n e ct i on
t o a s a es
is th a t t he a ve r a ge b u s i n e s s ma n d oe s n ot wi s h t o s ee
him wh e n he c o m e s a s a s t r an ge r a n d t h at t he bu s i n es s
man ha s es t a bli s h e d c e rt a i n b a rr i e r s t o k ee p him ou t .
Wh at t he b a rr i e rs a re v a r y with diff e ren t bu s i ne s s men .
Th e y d iff e r s o much th at t he s a m e re qu es t fo r a n i nt e r
vi ew will b e a cc e pt a ble ih on e c a se a n d di s a s t r o u s in
a n o th e r . A n d d u e t o t he co n s t an t ch a n ge in s y s te m s
, ,
it ma y v e r y we ll b e th at a c a lle r n ext ye a r will s e c u re

a n i n t e r v i e w th o ugh he fo ll ow s t he s a m e m e th o d which
e nd e d in fa ilu r e t he y e a r b e fo r e How t o m a ke p r ac t i
.
c a l u s e O f a ll thi s k n owl e dg e in s e cu r i n g a n i n t e r vi ew
“
will b e di s cu s s e d l at e r in S e cti o n E The T a ct ic s of
,
S e lli n g
.
Ha n d lin g s t r a n g er s .R eg a r dl es s o f t he s y s t e m s et
up by a n y b u s i n e s s m a n t o e xcl u d e s t r a n ge r s wh o se
p ro p o s iti o n is n ot inte r e s ti n g t o him e v e ry b u s i n e s s
,
m a n r e a li z e s th at a m on g t he s t r a n g e r s who ge t p a s t his
b a rr i e r s a re m a n y with wh om he d oe s n ot w a n t t o d e a l .
In c on s e que n c e t he c h i e f d es i re of t he b u s i n e s s ma n is
,
t o s iz e up t he s t r a n g e r a n d h is p r o p os i ti o n as q uickly
a s p o s s ibl e a n d if t he p r o p o s iti o n is u n i n t e r e s ti n g
, to,
get r id o f t he s t r a n ge r a s s oo n as p o s s ibl e Bu t b e c a us e
.
few bu s i n e s s me n fe e l th e y c a n affo r d t o h a ve ot h e r s
s p e a k o f th e m as di s c o u rt eo u s th e y will u s u a lly try t o
,
m a n a ge th e i r di s mi s s a l s with o ut t r a ce o f r ud e n es s .
The m eth o d s o f s izing up a s t ran ge r s prop os i ti o n

’
a n d o f di s mi s s i n g him a re l e g i o n Th ey d e p e n d v e ry
.
l a r ge ly up o n t he i n t e llige n c e a n d t e mp e r a men t o f t he
bu s i n e s s m a n S o m e j ump at c on clu s i on s a n d a re q u i c k
.
t o di s mi s s s o m e are q u ick t o S i z e up t he p r o p os iti on

,
b ’ t s l ow in a cti n g oth e r s a re s l ow in d e cidi n g wh a t t he

i
23
,
3 40 TH E PSYCHOLOGY O F
s tr a n ge r ha s t o offe r b ut di s mi s s him alm os t imme di
,
a t e ly on c e t he d e ci s i on is m a d e th a t t he p r op o s iti on is
u n int e re st i n g a n d s till o th e rs p roc r as tin at e th ro ugh o ut

,
t he i n t e r v i ew A s fa r a s e a s i n es s in s e ll i n g g oe s it m a ke s
.
,
l i ttle d iff e ren c e which O f th es e fo u r li n es of d e fen se are

h e ld by p ro s p e ct s The s a les m a n mu s t an ticip at e t he
.
re s p on s e s o f diffe r en t p ro s p e ct s an d h an dle t he m
a cc o r di n gly .
The r e act i on of on e typ e o f pros p e ct c a n b e gen e r a lly

pre dict e d th at is th at of t he buye r o f a l a r ge c o m
,
p an y He c a n b e c o u nt e d on t o b e a ctive ly on t he
.
d e fen s i ve a g a i n s t a ll s a l es me n Un l e s s s uch a p ros p e c t

.
d e cid es fa v o r a bly up on s izi n g up t he p ro p os iti on th e re ,
is littl e ch an ce o f s e lli n g him at a ll His d a ily c on t a ct .
with s a le s me n an d t he d e v e lopmen t o f s up e r i o r m eth

o ds of di s mi s s i n g i n dividu a l s m a k e h im a di ffi cult man
t o h a n dle Y e t th o u s a n d s o f wh o l es a le s a l e s m e n m a ke
.
the i r li v i n gs by s e lli n g t o him .
S u mmary The s t r at egy of t he p ros p ect is

.
I
. To e xclud e as m a n y s t r an ge r s a s p os s ibl e from
s ee i n g h i m .
2
. If th e y do re a ch him t o s ize up th e i r p r op os iti on
,
a s s oo n a s p o s s ibl e .
3 If t he p r o p os iti on is n ot int e r es ti n g t o di s m i s s t he
.
,
s a l e s m a n in a c o urt e o u s m a nn e r .
4
. I f t h e p r o p o s iti on is i n t e r e s ti n g t o c ont i,nu e
li s t en i ng .
TA CTI C S OF TH E P R O S P E CT
The t r at egy of t he p ro s p ect is r e l at i v e ly s impl e
s .
And his t a ctics a re e qu a lly s o But wh e r e a s t he s t r at

.
e gy of a ll pro s p e ct s c a n b e e xp r es s e d in a few w o rds ,

2 . B ec a u s e t he t o p i c is u n i nt e re s t i ng he ce a s es t o
,
p ay t he littl e a tt e n ti o n g i ven at t he s t a rt .
3 B e c a u s e t he t o pic is i n t e r e s t i n g b u t it s implic a
.
,
t i on is n ot cl ea r he con t i n u es t o p ay att en t i on in much

,
t he s a m e way a s a t t he b e gi nn i ng .
The m o s t ch a r a ct e ri s t i c e l e m en t i n t he s t at e of att en
t i on of t he th ir d c a se is t he p re sen ce of t he que s ti on
“ ”
Wh a t s he t a lk i n g a b o u t ? Wh at s he d ri vi n g a t ?
’ ’
Co uple d with thi s i n qu iri n g att itud e is a res tle s s n e s s o r

irrit at i on b e c a us e on e is h eld in s u s p en se a n d c a n n e ith e r
free ly g i ve on es e l f up t o e n j oyi n g t he di s cu s s ion n or on ,
t he oth e r h a n d di s m i s s i t fro m mi n d
, .
“
O n e d e cid es wh eth e r a p r o p os i t i on is in t e r e s t i n g
o r n ot in t wo r ath e r di f
—
f e re n t w ays La up on t he b a s i s
,
o f i n s t i n ct i v e i n t e r e s t s o r u p o n t he b a s i s o f a dmi n i str a
tive h a bit s Thu s if t he di s cu s s i on is i n t e res t i n g b e

.
,
“
c a u s e o f i n s ti n ct i ve o r re l at e d i n te res t s on e get s d own
,
”
on t he r ight s id e of t he fe n c e with o ut rea l i z in g i t If .
th e re is n othi n g o f i n t e res t in t he di s cu s s i on on e jump s ,

”
d own on t he l eft h an d s id e a n d goe s a b o ut o ne s bu s i
-
’
nes s (o r in t he c a s e o f b e i n g i n t e rvi ewe d on e di s mi s s e s

'
,
t he s a les m a n in t he e a s i es t way p os s ibl e) .
On t he oth e r h a nd if t he di s cu s s i on is up on a t o pic
,
which is r e l at e d t o on e s e v e ryd a y aff a irs i t is qu i ckly

’
cl a s s ifi e d a n d re a ct e d t o in t e rm s of a h a b i t of bu s in e s s
a dmi n i s t r ati on . H e re on e is c on s ci ou s of t he c la s s ific a
ti on a n d climb s d own t he fen ce on on e s i d e or t he ot h e r ,
kn owi n g cle a r ly j u s t wh at is b e i n g d on e .
The re a ct i o n is m a d e in t he fi rs t c a s e w i th o ut an y
c on s ci o u s th o ught o f t he fa ct th at o n e is m a ki n g a
d e ci s ion—on e j u s t is i n t e re s t e d o r n ot In t he s e c on d
c a s e on e m a k es a d e ci s i on—La th at thi s is a goo d o r
.
, ,
p oor p ro p o s i t i on as t he c a se ma y b e B ut if one re
, .
m a i n s p e r ch e d on t he fen c e on e S h o rt ly d ev e l op s a fee l
in g o f an n oy an ce th at t he m e an i n g o f t he s p e a ke r
s h o uld re m a i n O b s cu re .
To illu s t r at e t he a b ove i m a g i n e fiv e me n i n th e o ffi c e
,
~
w i th M r Ald e r s on whe n H a rr i n gt o n c a ll s up on him

.
( re c o r d e d in Le s s o n II ) We a re a cq u a i n t e d with M r
. .
Ald er s on M r B is a b u s i n e s s a s s o ci a t e o f Ald e r s o n
. . .
a n d h a s j u s t t a ke n o u t a p o licy with H a rr i n gt on s imil a r
t o t he on e l a t e r s o ld t o Ald e r s on M r C is a fa r me r. . .
who l oo k s a ft e r Ald e r s on s c o unt ry e s t at e M r D is

’
. . .
—
yo u rs e l f i n t e re s t e d in t he s tr a t e gy a n d t a ct i c s of s e ll
in g i n s u r an c e . Mr E lo s t on e third of
. .
-
be
q u e a t h e d t o h im by h i s fa th e r th r o u gh t he fa ilu re o f a
s a vi n g s b a n k. An d Mr F is a yo u n g m a n j u s t o u t o f
. .
c oll e ge who h as s e cure d a p os it i on with M r Ald e r s on . .
Let u s c on s i d e r hu rri e dly how th e s e s ix men will re act

t o H a r ri n gt on s o p en i n g r e m a r k s
’
“ ”
A c ompleti on pl a n .
Anythi n g y ou c a n t fi n i s h yo u rse l f
’
.
”
Li fe i n s u r an ce pl u s ! -
Plu s c o r p o r a t e a dmi n i s t r ati on .
Yo u b e li e ve in c o r p o r at e tru s t ees h ip a s a g a in s t in
”
div i du a l t r u s t ee s .
Yo u b e li e v e th at t he c o r p o r a t e tru s t ee s h i p g i v es
g re at e r s e cu r ity a s t o s a fety o f p r i n cip a l c e r ,
t a i nty o f i n t e re s t an d s e rv i ce t o t he b e n e fic i a r y
,
”
o f t he t r u s t .
M r B 18 In t e re s te d in t he p o licy he h as j u s t t a ke n
. .
o u t a n d is i n t e re s t e d in s e e i n g Ald e r s o n do like wi se .
He i mme d i at e ly j ump s d own on t he r ight h a n d s id e -
o f t he fe n c e—La b e c o me s a b s or b e d in t he di s cu s
,
i n Mr C t he fa rm e r kn ows n oth i n g o f wh a t
s o . . .
, ,
H a rr in gt on is t a lk in g a b out an d s h ortly w a n d e rs off on

t he le ft s i d e o f t he fe n ce Ald e r s on is i nt e re st e d in .
c o rp o r at e tru s t ee s hip but fo r t he li fe of h i m he c a n t

,
’
s ee wh a t i t h a s t o do with li fe i n s u r a n c e an d s o mu st
t y on t o p o f t he fen ce His an n oya n ce at t he s itu a

s a .
t i on s h ow s i t s e l f in his ve h e me n c e o f li n e 79 an d lin e s
8 7 89
-
.Th es e th ree men ( B C an d Ald e rs on ) h ave .
, .
,
a ct e d withou t b ein g c on s c iou s o f how o r why , .
The oth e r th ree men ( D E a n d F ) ac t delibera tely .

, .
, . .
Fo r e x a mple Mr D y ou r se l f imme di at e ly s ay s t o
, . .
, ,
“
h i m sel f H e re s a fine ch an c e t o w atch a s a les m a n s e ll
,
’
i n s u r an ce Le t s s ee how hed oe s i t ”
He cl a s s i fi e s t he
’
. .
d i s cu s s i on und e r his h a bit o f picki n g up i n fo rm ati on on

“
s e lli n g i n s ur a n c e Mr E s ays t o him s elf Ah c or
. . .
, ,
”
p o r a t e a dm i n i s t r a t i o n tru s t c o mp a n y n othi
, n g d o i n g , .
His l os s of is t he c a u s e of t he d e ve l opme n t of a
h a bit wh e re by he re act s n e g at i v e ly t o a n yt hi n g c on
nec t e d with b a nki n g M r F s t a y s on t he fen c e awh i le
. . .
b e c a u s e he d oe s n t kn ow wh at H a rr i n gt on a n d Ald e r
’
s on a re t a lki n g a b o ut but b e c a u s e Ald e r s on is i n t e re s t e d

,
he m a i n t a i n s an i n t e re st in t he con ve r s a t ion He is th en .
i n te rest e d b ut at t he s a me time an n oye d at n ot b e in g

,
a ble t o s i z e up t he s itu at i on .
Whe n one re a ct s t o a p ro p o s it i on th en i n t e rms of , ,
on e s i n t e re s t s o n e d oe s s o wh o l e h e a rt e dly with littl e

’
-
or no a tt e n t i on t o on e s a ct i on s Wh en t he re a ct ion
’
.
c omes b e c a u s e of bu s i nes s h a bit s o n t he oth e r h an d it , ,
t a kes pl a ce wi th full c on s ci o us n es s of wh at on e is d o ing .
If on e is un a ble t o d e c i d e one b ec ome s m o re an d m o re ,
i rrit at e d an d e ven t e nd s t o fly i n to a r a ge .
The s k i llful s a les m an s t ri ves t o get t he pros pe ct off

3 46 THE P SYCHOL OGY O F
i n te res t s an d j u s t wh at e ffe ct ch s t a t e men t h as m a de

ea
up on him . A n d, in ge n e r a l , i t is a de s ir a b l e th ing t o
g e t t h e p r o s p e ct t a lki n g ,e s p e c i a lly in t h e e a r ly p a rt o f
t he i n t e rv i ew .
D is mis s in g th e s al e s ma n . The an a ly s i s of t he pros

p ec
’
t s s tr a t e gy a n d t a ct i c s s o f a r m a k e s cl e a r th a t t he
p ro s p e ct wi ll att empt t o di s mi ss t he s a les m an a s s oo n

a s h e d e cid e s th a t t he s a l e s m a n s p r o po s iti on is u n i n
’
t e re st in g . Thi s e mph as i ze s t he ve r y g re at n ee d fo r
d e ve l op i n g i n t e re s t fro m t he ve ry st a rt It a l so e m .
p h a s iz e s th a t t he p ro s p e c t w i ll a t t e mpt t o di s mi s s t he
s a l e s m a n in t he m a j o r ity o f c a s es b e fo re t he s a le s m an
h a s b ee n a bl e t o s t at e his p r o p o s iti on in an a d e qu at e
m a n n e r M eth o d s for m eeti n g th e s e conti n gen ci e s a re
.
di s cu s s ed in L es s on s XXV an d XXVI .
B ut in thi s c on n e c t i on t he thi r d e le m en t of t h e pro s

p e c t s st r at egy mu s t n ot b e o v e r l oo k e d
’ “
. He d es i re s
”
t o di s mi s s t he s a l e s m an in a c o u rt eo u s m a n n e r . Th e r e
is a c e r t a i n l ee w ay b e twee n t he fi r s t a tte mpt t o di s mi s s
a n d t he c o mpl e t e di s mi s s a l wh i ch will b e d e v o id of c o u r
t es y D u r i n g thi s i n te r v a l t he s al e s m an c a n e mpl oy
.
,
fu rth e r d e vic e s fo r k ee pi n g t he p ro s p e ct s mi n d dive rt e d

’
fro m his wo r k a n d fo r a ro u s i n g his i n t e r es t .
The l en gth o f thi s l eew ay b e tween t he fi r s t att e mpt

a n d t he c o mpl e te di s mi s s a l v a r i e s wi t h d iffe r e n t p r os
p ec t s . It a l s o v a ri es m a r ke dly wi t h a ny on e p ro s p e ct ,
d ep en di n g u p on his e a r li e r e xp e r i en c es duri n g t he day

a n d up on h is h e a lth fatigu e an d i n s ti n ctiv e a ttitud e
, ,
t ow a r d t he s a le s m a n b efo re him As a l re a dy re l at e d
.
,
t he w r it e r h a d n o s oon e r s t at e d who he was t o on e a r my
c o l on e l b e fo re he re c e ive d a mos t i n cen s e d di s mi s s a l in

which t he c o lon e l n e a r ly l a id vi o l en t h a n d s u p on him .
St and in g at att enti on he was a ble t o we at he r t he

,
st o rm h owe ve r a n d th e n b ec a u s e of t he co lon e l s
’
, , ,
re a liz ati on o f his unw a r r an t e d o utb re a k s ucc ee de d m os t

,
e a s ily in s e lli n g him his s e r vic e The o utbre a k wa s of

.
,
\
c o urs e of a s o rt s i m i l a r t o Pen rod s b ottle d u p e mot ion
,
’
-
.
Thi s is an e xt re me e x a mple but s im i l a r c a ses h a pp e n

,
fre qu en tly in o u r d a ily li fe wh e r e t he a ccumul at i on of

i rri t ati ons through o ut t he day has b rought on e s fu n d ’
of c o u rt e s y low .
Ju s t how t he p ros p e ct w i ll d i s mis s t he s al es m an

d e pen ds up ont he i n d ividu a l p ro s p e ct Ge n e r a lly s p e a k
.
in g p ros p e ct s who a re c on s t a n tly m eeti n g s t r an ge rs

,
h ave de v e lo p e d little kn a ck s by which th e y t e r min at e

t he c on v e rs a ti o n a n d b ow t he c a lle r o u t b e fo re he k n ow s
he is g o i n g wh e re a s p r os p e ct s who m ee t re l ative ly few

,
s tr a n ge r s h a v e d i ffi culty in d i s mi s s i n g O th e rs But .
th e re a re m a rk ed i n dividu a l d iff e re n c e s h e re Whe r .
e ve r p o s s i b l e t he s a l es m an s h o uld o bt a i n i n fo r m at i on
,
o n thi s p o i n t as i t will e n a bl e h i m t o pl a n a cc o r di n gly

, .
Thu s H a rri n gt on h a d re c o r d e d in his n ot es th a t Ald e r

,
“
s on wa s e a s y o f a cc e ss , b ut v e ry h a rd t o get a n
i n te r view with if he was not a lre a dy i nt e re s t e d in t he
” “
p ro p os it i on ; a ls o th a t he wa s c o urt eo u s e v en t em ,
”
p e re d di gnifie d b ut fi rm an d q u i ck i n his d eci s i on s
, , .
Hud s on on t he oth e r h and (s ee Le s s on ! V I) wa s a

, ,
yo un g man an d i t c o uld b e c ou n t e d on th at he wo uld

not b e a bl e t o d i s mi s s a s a l es m a n w i th a n y s uch s n a p o r
d eci s i on H a rri n gt on s u se o f t he c oi n ( li n e 1 1 4 Le s
.
’
s on I I ) s a v e d t he i n t e rv i ew w i th Ald e r s on fo r h is firm
,
a n d q u i ck d e ci s i o n m e a n t p r a ct i c a lly n o i n t e rv a l b e
twee n firs t an d fi n a l di s m i s s a l No s uch d evice was

.
n e e d e d o r u s e d in s e lli n g H ud s o n .
S TRA TEGY A ND TA CT IC S O F TH E P RO S P E CT W HO RE A CT S
F A V ORA B LY TO THE P RO P O S IT I ON
A c e rt a in numb e r of p ros p e ct s re a ct fa vo r ably t o t he
i n it i a l p re se nt a tion of t he p ro p os ition But th is re ac .
“ ”
ti on d oe s n ot me a n t h at th ey a re s o ld It me an s .
on ly th at fo r t he m o m en t t he y are s u ffici e n tly i nt e r e s te d
t o a ll ow t he s a le s m a n t o c on t i n u e w i th his pre s en t at i on .
At a n y p o i nt th e re a ft e r th ey may ch ange th ei r m i n d s
, ,
a n d a tt e mpt t o di s m i s s h i m .
The m eth o d by wh ich t he pros p ect is led t o re ad

fa vo r a bly t o t he i n i ti a l p r es ent ati on d et e rmi n e s v e ry
l a rge ly his l at e r a cti on Mr B an d M r D in t he
. . . . .
,
illu st r ation given a b ove v i ew t he att empt s of H a rri n g

,
t on t o s e ll Ald e r s on i n a v e ry di ff e r e nt l i ght Mr B . . .
s it s b a ck a n d e n j oy s t he p r oc e e di n g s wh e re as M r D is
, . .
mos t active i n t e lle ctu a lly a n d is a n a lyzi n g e a ch d et ai l .
Th e ir a ttit ud e s a re typ i c a l of pro s p e ct s who h a v e b een

won thr ou gh in teres t or thr ou gh a dmin is tr a tive ha b its .
The fo r me r is en j oy i ng hims el f t he l att e r is in t e llec

,
t u a lly d i s p os i n g of t he c as e In e i th e r c a s e t he s a le s m an
.
,
ma y o r ma y n ot e v e ntu ally m a ke a s a le But i n t he fo r .
me r c ase th e re will b e little an a ly s i s an d few obj e ct i on s ,
wh i le in t he l atte r O bj ecti on s will b e r a i s e d a n d t he

,
wh ol e m a tt e r th o ro ughly thra s h e d o ut The fo rme r .
w i ll buy b ec a u s e he w a nt s t o t he l a tt e r b ec au s e he de
,
c i d es it is t o his i n t e res t O f c ou r s e not h in g in thi s

.
,
p a r a gr a ph is in t e n d e d t o i mply th a t onc e t he p ros p ect

h as a ss ume d on e o r t he oth e r of th es e attitud e s he mu s t
ne ces s a r ily c onti n u e th e re i n .
Mr B a rn es was won at t he v e ry b e gi nn i ng b ec a u se
.
o f i nt e re st in his s on a n d c o lle ge e duc a ti on a n d his ,

3 50 THE PSYC H O L OGY or
no w co n fronts us S ect ion E , The Tac t i c s o f
”
S e lli n g
Wh a t are t he s t e p s i n vo lve d in s elli n g—t he actu al
.
s elli n g wh e n t he s a le s m a n a n d pros pe ct a re p i tt e d
a g a i n s t e a ch oth e r ?
. The fi rs t s t e p is c e rt a i n ly th at of S ecurin g a n Int e r

v i ew The s al e s m an mu s t s ecure con s en t fro m t he
.
p ros p e ct t o a ppro a ch him wi th his prop os it i on Th is .
is true e ven in th os e c a ses wh e re t he s a les m a n w a lks

r igh t up t o t he p r os p ect an d c o mmen ces t a l k in g t o
him He mu s t do i t in s uch a way as t o s ecu re t he
.
p ros p e ct s t ac i t p erm i s s i on t o con t i n ue

’
. Prob a bly
eve r y on e re m e mb e rs occ as i on s wh e n he wa s much an
n o y e d by b e i n g c on fr o n t e d by a st r an ge r who t oo k t oo
m u ch for gr an te d Such re a ct i on s mu s t b e a void e d

. .
Rec a ll a recen t c a se wh e re y o u fa iled t o se cure a n

i nt e rvi ew wi th a p ros p e ct W rite ou t j u st wh a t y o u
.
d id an d t he res p on s es m a d e by t he pros pec t an d his

s ub o rdi n at es .
Writ e o ut a pl a n i n t he l i gh t of th i s les s on a n d yo ur
e xp e r i e n c e which y ou th i n k w o uld wo r k n e xt time .
Ch eck up e a ch s te p in t he pl an by as kin g yo u r s e l f t he
“
q u es ti on Will t he s itu a ti on c on fr on ti n g t he p r os p e ct
,
a t thi s p o i nt i n t he i n t e rv i ew p ro duc e t h e res p on se I

”
want ?
S E CT I ON E . THE T A CT I C S O F S ELL I NG
We h a v e s ee n t h a t t he S tr a tegy of S elling ih
v olv es fiv e s t ep s
I . P ros p ec t: To wh om a m I s ell i ng ?
2 . P r op os ition : E xa c t ly wh a t a m I s ell i n g ?
3 . C o n v i c ti o n s : W h a t c o nv i c t i o n s m u s t t h e p r o s
e c t h a v e b efo r e h e w i ll b u y ?
p
4 . I m p u l s e s : W h a t i m p u l s e s m u s t t h e p r o s p e c t
ha v e b efo r e h e wi ll b u y ?
5 A p p eals : W h a t i d ea s a n d i nc i t eme n t s mu s t I
.
p r es e n t b ef o r e t h e p r o s p e c t w i ll h a v e t h e
d es i re d c o nv i c t i o n s a n d i m p u l s es a n d b u y ?
And t he S tra tegy of the P ros p ec t ha s b een s h own
t o c o n s i s t of t h e s e s t e p s
I . To excl u d e a s ma ny s t r a n ger s a s p os s i b l e .
2 . If t h e y do r ea ch him t o s i z e u p t h ei r p rop os i
,
t i o n s a s s oo n a s p os s i b l e .
3 . If t h e p r o p o s i t i o n is n o t i n t e r e s t i n g
,
t o d is
mi s s t h e s a l es ma n in a c o u rt eo u s ma nn e r .
4 . I f t h e p pr o o s i t i o n i s i n t e r e s t i n g ,
t o c o n t i nu e
l i s t en i ng .
The s a l es ma n who ha s foll ow e d t h e c o u r s e t h i s

fa r r ea l i z es n ow wh a t p r e p a r a t i o n h e s h o u ld h a v e
ma d e b efo r e c a ll i n g on h is p ro s p ec t a n d h e fu rt h e r
r ea l iz e s j u s t wh a t his r ec ep t i o n w i ll b e a nd wh a t
t he p ros p ec t ha s i n mi nd Th e ga m e of s ell i ng ha s
.
now b e en r e d u c e d from t h e s t a ge wh e r e t h e c a rd s
h a v e b ee n me r ely d ea l t t o t he s t age wh ere t he

s a l es ma n ha s s iz e d u p h is own a n d h is O p p o n e n t s
’
h a n d s t h ro u gh l oo k i n g a t his own ca rd s a n d a t t e nd
in g t o t he b i d d i ng T ru mp s h a v e b e en d e c i d e d
.
u p on a n d t he gen e ra l s t r a t egy of t he h a nd ha s b e en
es t a b l i s h ed
. Pl a y n ow c ommenc es .
To t h e n ov i c e c a rd p l ay e r t h e i mp o rt a n t p a rt of
t h e ga me is b efo r e h i m . Bu t t he ex p e rt k n ows
p r e t t y w e ll w h e r e t h e i m p o rt a n t c a rd s lie a n d j u s t
a b o u t how t he p l a y wi ll go S i mi l a rly t he n ov i c e
.
,
s a l es ma n feel s t h a t v e ry l i t t l e is i mp o rt a n t i n s ell
ing ex c ep t t he a c t u a l i n t e rv i ew Bu t t h e exp e rt
.
s a l e s ma n k n ow s t h a t o nc e h e ha s c a r efu lly d ev el
o p e d h is s t r a t egy ,
t h e m os t d i ffi cu l t p a rt of his
w o r k is d o n e He r ea l iz es t h a t h e ma y ma k e a
.
s l i p i n h is s ell i n g,
or t h e p r o s p ec t ma y ma k e a n
u n exp e c t e d t u rn a n d t h e r eb y h e will l os e b u t all ,
i n a ll t h e ch a nc es a re i n h is fa v or .
A s i n p l a y i ng c a rd s t h e r e a re ru l es t o t h e p l ay i ng
i n a d d i t i on t o t h e b i d d i n g s o i n s e ll i n g i n s u ra nc e
,
t h e r e a re r ul es t o t h e s e ll i n g i n a d d i t i o n t o t h e
“
p r e p a ra t i o n for t h a t s ell i n g S ec t i o n E on The
.
,
”
T a c t i c s of S e ll i ng is d ev ot e d t o t h es e d et a i l s
, .
Fo r c o nv en i enc e t h e Ta c tics of S ellin g wi ll b e

,
d i s cu s s e d u nd e r t he fo ll ow i n g l es s on h ea d i n gs :
1. S ecu r i n g a n I n t e rv i ew ( L es s o n XXV ) .
2. Di v e rt i n g P ros p ec t s I n t e r est t o My P rop os i

’
t i o n ( L es s o n XXV I ) .
LES SON xxv S ECURING AN INTE RVI EW
.
THE FI RST TACTICAL STEP
I NTER V I E W S E C URE D ON BA S IS OF I NTERE S T VERS US

MY S T I F I C A T I O N
A s t he fi rs t o bj e ct i ve in s e lli n g is t o div e rt t he mi n d
o f t he p r os p e ct fr om h is re gul a r w ork t o th a t o f y o ur
p ro p os iti on , it is cl e a r th a t t he m o re th o rough ly t he
i n te r v i ew is s e cu re d on t he b as i s of i n t e rest , t he gre a t er
t he lik e lih o o d of ultim a t e ly h o ld i n g th at i n t e r es t An d ,
.
c on ve rs e ly , t he m ore t he i nt e rvi ew is s ecure d on t he

b a s i s o f u n n e ces s a r ily my st i fy i n g t he p ros p e ct , t he
mo re u n fa v o r a ble t he re a ct i on wh en t he pros p ect h as
s iz e d up t he p r o p os iti on a n d s ee n th ro ugh t he de c e p
ti on p rac t ic e d u p on h im .
The m aj o rity of i nt e rv i ews are s ecure d m e rely by

as ki n g t o s ee t he p r os p e ct , e ith e r a t t he d oor o r ove r
t he t e l e ph on e , a n d by i n t r od uc in g o n ese l f . Thi s wa s
t he c a s e wh e n H a rri n gt on i n t e rvi ewe d Ald e rs on (Le s
s on I I ) an d wh en Co lli n s in t e rv i ewe d H ud son ( Le s s on
XVI ) .
I n te rv i ews a re oft en s ecure d on t he b as i s of ve ry

t r iv i a l re as on s The wri t er wh i le a stud en t a t Colum
.
,
b ia Un i ve rs ity dis cove re d th a t he c o uld e a s ily re ach

,
mos t bu s i n es s men by m ere ly ann ou n ci n g th at he was

a s tud en t at C o lumb i a Alth ough m an y tim es t h i s fact
.
had noth in g t o do with t he purp os e of t he inte rvi ew it ,
was ne ve r re s e nt e d a n d wa s a lm os t a lw a y s s u ffi cie n t

t o o bt a i n an a udi e n ce .Re fe re nc e t o s ome fri e n d of t he
p ros p e ct is a ls o u s u a lly t a ken by p ros p e ct s a s s u ffici en t
c a u se for gr an t i n g an i n t e rv i ew with o ut a s kin g for
furth e r in form at ion . Thus a s a le s m an s ecu r e d on e
,
in te rv i ew a ft e r anoth e r wi th men in buildi n g c on

t r a ct ing wo rk by s aying a s he i n t ro duce d h i m se lf ,
“
I h a ve been t alk in g w it h M r B rown an d Mr . .
S mit h a n d Mr An geli ( all c on t r a ct ors kn own at

.
le as t by re put at ion t o Mr P ros p ect ) . . Yo u of ,
co urse know the m

, .
”
Be c a u se th ere are s o m e pros pe ct s t o day who are-
int e res t e d i n i ns ur an ce s a les men a re o fte n a ble t o

,
s e cure i nt e rv i ews on t he b as i s o f a p e r fectly fr an k s t a t e
m en t of t h e i r b us in es s In a goo d m an y c ase s t he typ e

.
“
o f se lli n g th at follows b o r d e r s on th at of t a ki n g
o rd e rs rat h e r t h an se llin g s in ce t he p ro s p e ct is a l re a dy
,
pret t y well c onv i nc e d of t he a d v an t a ge s o f l i fe

in s ur ance .
M o re u s u a lly s uch a fr an k st at em en t re s ult s in a

more o r l es s e mph at i c re ply th a t n o i n s u r an c e is w an t ed .
Aft e r th i s t he s a les m an c ome s b a ck with s o m e an gle o f

his s ubj ec t wh i ch t he p ros p e ct has n ot c on s id e re d a n d ,
aft er s ome d i s c uss i on is fre qu e n tly a ble t o i n t e res t
him .
In t h is meth od of se curi ng an i nt e rv iew t he p ros pe ct

is fi n a lly i nte re st e d on ly a ft e r he h as c ommitt e d him se l f
t o t he st a t e m en t th at he doe s n t w an t i n s ur an ce The
’
.
sa l es m an ha s no t m e re i n d iff e r en c e t o o v e rc o m e but
,
p it i t on i m Thi s m a k t h a l e u n n e c es
gz
v e a n ag s . es e s
s arily h a rd t o acc ompl i s h as non e o f u s like s t o reve r s e
,
h i m s e lf .
It is t h e n a much b ette r meth o d of s ecu r in g a n

in te rv iew for t he s a l e s m an t o i n clud e i n his in tro
duc t o ry se n t en c e a re m a r k wh i ch he c a lcul a t e s will
int e res t t he p ros p ect B a gley s ecure d his i nt e rvi ew
.
w i th B a rn e s ( Le s s on I ) by a s k i n g for a n a pp oi n tmen t
ov e r t he ph on e a n d th e n by t he i n tro duc t o r y r e m a rk ,
“
I b e lie ve y ou h ave a s on . Collin s s ecure d his i n t e r
v i ew with Hud s on (Le s s on XVI ) by s ay in g I a m fi rs t ,
goi n g t o a s k y ou a qu es ti on wh i ch I h o p e y o u wo n t ’
mind an s we ri n g .
‘
How much m on ey c an y ou
Ne i th e r B a rn es n or Hud s on c ould p os s i bly es c a p e b e ,
c a u se in b o th c a s es t he s a le s m a n s re m a rk was i n te r
’
es ti n g an d th e y h a d t o fi n d o u t s o m eth i n g m o re b e fore
th e y c o uld d e fi n it e ly d e c i d e wh eth e r t he s ubj ect wa s

wo rth con ti n ui n g o r n ot .
If B a rn es ha d ha d a s e c ret a ry an d s he h a d i n s is te d
on B a gle y r e v e a li n g his bu s i n es s b e fo r e an n ou n c i n g him
“
t o t he d e n ti s t he c o uld h a v e writt e n
, , An Educ a ti on a l
”
P ro g r a m on a pi e ce of p a p e r fo r he r t o t a ke t o B a rn es .
Un d o ubt e dly he wo uld h ave o bt a i n ed t he i n te rvi ew .
Un d e r t he s ame c ir cum s t a n c es Ald e r s on ( L es s on I I )

might h a ve b een re a ch e d by H a r r i n gt on s s en di n g in
’
wo rd t h a t he wi s h e d t o di s cu s s a tru s t fund wi th pri n

c ip a l a n d i n t e re s t gu a r an t ee d .
In a ll t he a b o v e c as e s t he i n t e rv i ew was se cure d upon

t he b a s i s of t he p ro p os iti o n it s e l f by a m e r e r e qu e st
,
for it or by t he u s e of s om e t ri v i a l e xcu se o r expl a n a

,
t i on But s a le s me n s o met i me s res or t t o m eas u res fa r

.
l es s s tr a i ght fo rw a rd They pre s en t a re as on for t he

.
d es i red i nt e rv i ew wh i ch is actu a lly fal s e A s ales m an

.
I HE PSYCHOLOGY O F
‘
35 8
t actics of any s o rt Th ey a re en ti re ly c o rre ct in th e i r

.
a ttitud e The ch a nces a re g reatly ag a i n s t s ucces s

.
.
But a t re ati se o n t he th eo ry of i n flu en cing ot he rs would

b e incomplet e if it ign o re d t he p os s i biliti es of secu ri n g “
fa v or a ble a ct i on thro u gh fir s t of a ll a ro u s i n g a nge r It .
mu s t b e re m e mb e re d h owe ve r th a t t he an ge r mu s t , ,
n ot b e a cc o mp a n i e d by c on t e mpt fo r on e s d e c e i t but
’
by a dmi r a ti on fo r on e s a bility if one is t o turn t h i s ’
an ge r t o a cc o u n t .
I NTER V I E W S E C URE D ON BA S IS OF THE SA LE S MA N ’

S
P ER S ON A L I TY
A fte r a ll t he p ri n c i p a l b as i s fo r s ucc es s in s ecurin g
,
i n te rview s li e s in t he b e h a vi o r of t he s a les m a n him s e lf .
If t he s a l e s m an a pp ro a ch e s t he p r os p e ct with a c om
l
p et e b e li e f th a t his pro p o s iti on is goo d a n d th at he is
t r uly re n d e ri n g t he pros p e ct a s e rvice he is n ot a p t t o ,
b e re fu s e d But if t he s a le s m an is fe a rful o r wond e rs

.
wh eth e r he Wi ll b e g r a n t e d t he d es i re d fa v o r he i n vit es ,
a re fu s a l The t wo attitud e s a re in s t i n ctive ly re act e d

. ,
t o by t he p r os p e ct o r his s ub o rdi n at e s a cc o rding as th e y ,
d e s e rve B e a r in m i n d in thi s c onn ect i on th at t he s tra t

.
e gy o f t he p r o s p e ct is t o e s c a p e fr o m a ll c a lle r s e xce p t
th o se th a t p r o b a bly will re n d e r h i m s om e a dv an t a ge .
The s a l es m an who b e li e ve s he h as a worth while pro po -
s it io n a ct s lik e th o s e c a ll e r s who h a ve in t he p a s t
ren d e re d s e rvice a n d is a cc o r dingly re act ed t o favo r a bly .
Thi s d iffe ren c e in a tt i t ud e is mos t force fully i ll us

t ra t e d in Kn a c k of S ellin g 1 .
“
Why th es e big fell ows are all h i dd en i n pri v ate
‘
HW t p it B ok i p 2
1
. a so n , o . c .
, o v, . 1 .
S ELLI NG LI FE INSURANCE 3 59
of if c es an d
I h a v e t o sen d in my c a rd through a secre
’
t a ry an d s he c omes b a ck a n d s a y s Mr So a n d s o c an t
,
.
- -
s ee me t o-da y Or he c o mes ou t an d gives me a b o ut

.
h a l f a mi n ut e from t he oth e r s id e of t he r ail I d on t

’
.
c a ll t h a t Att en ti on .
’
Ne ithe r do I I t old h i m To-m o r row m o rn i n g ‘

’
.
,
m d h w w
’
y o u c o m e fo r e a n d I ll go o u t a n s e e o e c a n ge t
by th ose s e c ret a r i e s .
’
“
The n e xt m o rn i n g we c alle d on on e of his b i g
‘
fe ll ow s in a p riv at e offi c e
’
.
“
A cle r k at t he in for m at i on d es k as k e d Wh om do ,
‘
y ou wi s h t o s ee ?
“
I d on t wis h a n yt hi n g I c a me t o s ee Mr
‘ ’
. .
Jen n i n gs I re pli e d
,
’
Te ll h i m I h ave a r rive d t he
.
‘
—
n a m e is Mc C lu re
’
.
“
The gi r l imp e lle d by t he a s s u r an ce I put i n t o my
,
c o mm a n d h e s i t at e d th en t e le ph on e d t o Mr Jen n i n g s
, , .
th at M r Mc C lu re ha d a rriv e d
‘
. M r J enn i n g s c a m e .
’
.
O ll t .
“
W i th fiv e m i n ut es of yo ur t i m e a n d a few in ch es O f
‘
S p a c e on y o ur d es k M r Jen n i n g s I ll S h ow y ou de fi
, .
,
’
n it e ly how t o m a ke e v e ry d a y s w o r k e as i e r I s a id ’ ’
, .
‘
Yo u ll gl a dly a dm it t h en th at y ou h ave wan t e d t o see
’
me or
In d d i t ion t o h av i n g t he prop e r att i tud e t ow a r d yo ur

a
wo r k an d it s v a lu e it is es se n ti a l th at t he s a l es m an
,
re me mb e r th at an yon e in s t in ct i ve ly re a ct s t ow a r d
a n oth e r by as s umi n g l e a d e r s hip o r s ubmi s s i o n ( Les so n
X) If t he p ro s p ect is n atu r a lly s up e ri or t o y ou is one

.
,
t o wh o m y o u w o uld l oo k up t o a s a le a d e r in c a se of
s u dd en e m e rg en c y the n b e ext r eme ly c a re ful n ot t o

,
ac t t ow a rd h i m as t ho ug h y ou c on s id e re d you r se lf
sup e ri or If y ou do your att itude w i ll b e i n st i nct i ve ly
.
,
re acte d a g ai n s t he w i ll di s like y ou Fo r ex ampl e .

,
with s ome men y ou c an imme di at e ly ac t i n an e as y

go i n g way But y ou w i ll los e ou t if y ou s o ac t in t he
.
pres en c e of on e who exp ect s y ou t o l oo k up t o h i m .
HA N D L I NG S U B ORD I N A TE S
The fo llow i ng x am ple i llu s tr at es t he gen e r a l pri n
e
c ip le o f h an dl i n g s ub o rdi n at es in s e cu r i n g an i n t e rv i ew .
Th ey mu s t b e won in j u s t t he s a me way as t he pros

p ec t . A n d th ey are j u s t a s hum an a s he an d j u st as
fully p o s s es s e d w i th i n s t i n cti v e d e s i r e s an d e moti on s
—
.
“
A n ews p a p e r a d v e r ti s i n g s o licit o r t he Chic ago
re pres en t ative of a Wes t e rn p p e r has found th at
a —
mos t o f his wo rk r e qui res p en etr ati n g a v e ry th i ck w a ll
o f re s i s t a n c e b e fo r e he ge t s in t o h is pr os p e ct For he
.
h as t o w or k l a r ge ly at pluggi n g for bu s i n e s s which is

—
ru nn in g in othe r p ap e rs a n d th e re a re gen e r a lly
twen ty or m ore othe r s olicit o r s lik e him pu rs ui n g t he
s a m e bu s i n ess S o t he a dve rti s e r h a vi n g m a d e up his
.
1
,
lis t is ap t t o t e ll his s ec ret ary t o s t a ll off a ll n ew s p a p e r

,
me n .
“
Th i s p a rticul a r s olicit o r wa s t a k i ng his ch an ce w i th
a ll t he oth e rs u n t i l he a ct u a lly c ha r ted his di ffi culti es
,
.
“
Th en he ha d b e fore him i n bl ack a n d whit e
t he p r o ble m o f a pp e a li n g t o t he s e c re t a ry s p e r s o n a l
’
i n te res t.
“
He th e n n atu r a lly p i ct ure d i n his m in d t he a ve r age
s e c r et a ry t o a n a dv e rt i s e r r e c e iv in g o n e by one a ll t he
,
d iff e ren t s o l i c i t ors w ith t he fixe d d ete rm in at ion t o ge t

,
r i d of th e m .
Eve ryth i n g a b out s uch a s ch e me is pe culi a r t o th i s

—
man an d his p a rticul a r p ro bl e m excep t t he fact th at
t he m eth o d which s ugg e s t e d i t will s ugg es t effect i ve
s ch e m es t o a ny m an who u s e s t his m et h od ri ght—who

,
” 1
a n a lyz e s his p r obl e m .
No rv a l A H awki ns s di s cu s s i o n of th i s s ubj ect c an n ot

.
’
b e improve d up on He s ay s : Th e re is n o n ee d fo r
.
“
b e i n g thw a rt e d by s ub o r di n at es No m atte r how .
eff e ctiv e m ay b e t he fen c e o f cl e rks a n d as s i s t a n t s in ,
kee pi n g ordin ary s a les m en from t he b i g man in t he

s a n ctum t he s ki lled s a l es m an will not b e b a r re d o u t
, .
“
Sub o rdi n at es priv at e se c ret a ri e s e s p ec i a lly s hould
, ,
b e S tudi e d by t he s a l es m an who e xp e ct s t o c a ll on m any

b i g buye rs He s h ould pl an how t o d e a l w i th th em
. .
He n ee d s t o h a ve wo r ke d o u t d e fi n it e p ol i c i es for han
dlin g cl e r k s a n d o ffic e as s i s t an t s Too m an y s al es me n .
igno re t he i mp o rt an c e o f t he s ub ordi n at e He is put .
i n t o his p o s iti on a s a n aid t o t he buye r He is given a .
pl a ce o f m o re o r les s tru s t an d re a li ze s his re s p on s i

,
b ilit y . Wh e n he is t re at e d a s if he we re be n e a th t he
n otic e o f t he s a l e s m an he re se n t s t he a tt i tud e of t he
,
c a lle r a n d is a p t t o b ec ome i mpud ent or an t a gon i s tic

in s o m e oth e r way
: .
“
The s a le s m an S h o uld try t o pl a ce h i m se l f in t he
pl ac e s of t he s ub or di n at es he mee t s an d s ee t he s itu ati on ,
from t he i r s t an dp oi n t s He s h ould pl an t o m ee t e ve ry
.
cle rk or u n d e r li n g with rec ogn iti on o f t he a uth ority

an d r es p o n s ibility of th a t p e r s o n F awn i n g or ob s e .
i s n es s will m a ke w r o n g impre s s i o n s on a s u b ordi

q u o u
n at e But co u rte o u s fr i e n dli n e ss an d t he be a rin g of

.
e qu a lity w i ll m a k e r ight i mp re ss i on s .
HW t p it B k pp 3 1 3
1 2.
. a s on , o . c , oo v, .
,
SELL ING L I FE INSU RANC E 6
3 3
The q u al it y rec ogn i ze d is j u st man an d wom an

e
e qu l i ty
a — s uch as t he law re c o gn iz es . It is n ot a s oc i a l
ques t ion a n d t he s a les m an n ee d n ot a d a pt h i m se l f t o
,
t he s oci a l s t a tu s of t he di ffe re n t s ub o r di n at es he m ee t s .
He s i mply s h o uld tre at t h e m a ll w i th res p ec t an d a c t ,
as if he e xp e ct e d th e ir res p e ct i n r et urn as a m a tt e r of
co urs e The s a les m an c a nnot as s ume a fals e a tt i tud e

.
o f re s p e ct fo r s ub o rd i n a t e s He mu s t fee l i t s in ce re ly
. .
He mu s t h a v e a re a l fee li n g of fri en dlines s t o th e m an d

t o a ll m a n ki n d a s h is e q u a ls
, .
“
An a rtific i a l s mi r k on t he fa ce o f t he s a le s m an who
is met by t he cl e rk in t he o ut e r offi ce o f a b uy e r w on t
’
he lp t o get th a t s a les m an i n s id e t he d oo r o f t he pur

c h a s mg a ge n t B ut a s m i le of gen ui n e c o r d i ality is
.
a lm o s t s u r e t o w a rm re c i pr oc a l c o urt es y . St e n ogra
p he rs a re pl e a s e d wh en th e y a re s h own d e fe re n c e as
l a di es Cle r k s lik e t o b e tre ate d a s ge n tle me n Th ese
. .
s ub o r d i n a t e s h a v e c on s id e r a bl e i n flu e nc e
. O ft e n th ey
a re a b le t o do a s a l es m a n a goo d tu r n if the y fe e l s o
i n cl i n ed As fre que ntly th e y c an hurt his ch a n c es

.
,
.
It is worth wh ile e ve ry t i m e t o loo k a t a n un d e r li n g

wi t h i n te res t in s t e a d o f s t a ri n g ove r h is h e a d It p a y s
,
.
t o let h im o r he r s e e i nt o y o ur e y es an d l ea rn t h a t the y
a re s u nn y e y es .
“
It is p a rticu la rly i mp o rt a nt th at t he s al e s m a n be
a b l e t o d e a l s ucc e s s full y wi th p ri v at e s e cre t a r i e s The y
.
h a ve ve ry re a l i n fluen ce fo r good or i ll It is the i r.
b us ines s t o protect the i r e mploye rs from i ntru s ions

a n d w as t es o f t i m e B ut t he s a l e s m an who is c onv i n ce d
.
of his m i s s i o n o f rea l se rv i c e w i ll n o t t hi n k o f h i m se lf
as an i ntrud e r an d a w a s t e r o f t i m e . Co n s c i o us of his
ri ght t o see k an i nt erv i ew he wi ll be a bl e t o hea r h i m
,
s e lf i n s uch a way as to i mpres s on t he se cret ary t he
i d e a t h at he ha s a right t o s ee t he big man .
“
S ec ret a ri es a re i n s truct e d t o lea rn t he bu s i n es s of
c alle rs Th at d oe s n ot w a r r an t th e m howe ve r in
.
, ,
a s s um i n g t he ri ght t o tr a n s a ct bu s i ne s s in th e i r e m
t d T h cr t ry i c r ful not t o e xcee d

’
l
p y o e r s s e a e s e
. e a s a e
his a uth o r ity u s u a lly , When he as ks que s t i on s o f a

.
l m an t he s a les m an s h ould re me mb e r why t he

s a es ,
que r ies a re put The y s h o uld n ot b e rese n te d Such

. .
as are p r o p e r wh i ch a re a s ke d t o p r ot e c t t he b i g m an
,
from i mp os it i on s s hould b e a n s we re d fr an kly an d

,
fre ely . It is a m i s t a ke t o d odge fo r th a t wi ll e xc i t e

,
t he s u s p i c i on o f t he se cret a ry If a que s t i on is as ke d
.
wh i ch re l a te s t o m att e r s t he s a l e s m an fee l s he s h o uld

t a ke up on ly di re ctly with t he buy e r him s e l f t he s a l es ,
ma n s h o uld s a y c o u rt e o us ly th at he wi s h es t o s p e ak
w it h t he big man him s e l f on th at m att e r .
“
A pr i v a t e s e cret a ry d e a l s with m an y c a lle r s of t he
b i g man s i z e He will res p ect any s a les m an who p re
- .
s e n ts h i m s e l f w i th e v i d e nc e th at he is t he c a lib e r o f t he
p eo pl e t he buy e r is a ccu s t om e d t o s ee i n g The truly .
b i g s a l es m a n is not a p t t o b e d o mi n ee ri n g or s el f
as s e r tive He h a s s e l f r es p e ct an d s h ow s it u nob t ru
.
-
s iv e ly . He t re at s t he priv at e s e cret a ry as his e qu al fo r

“
t he purp os e of th e ir c on t a ct in t he o ut e r o ffi c e but he ,
a vo i d s a n y s ugge s ti o n th a t he is tryi n g t o cu r ry fa vo r .
He a ct s m e re ly a s if he fe lt e n t i tle d t o h ave t he buye r

him s e l f p as s on t he ques ti on o f his a dm is s i on Few .
pri v a t e s ec ret a r i e s wi ll ri s k refu s ing an a udi en c e t o a

man who se em s e n ti re ly c onfid en t of his right t o
as k i t .
The s ale s ma n mu s t b e p re p a re d with c our a ge wh en

3 6 6 THE PSYCHOLOGY O F
fro m s i z i n g up your p ro p os it i on unt i l a ft e r y ou h ave

h a d tim e t o a r o u s e his i n t e re s t in s o me ph a se o f i t .
H an dle s ub or di n a t es on t he s a me b as i s a s t he p ros
t Th e y a re j u s t a s hum an a s he a n d th e y will w o r k
p ec .
,
fo r y ou o r a g a i n s t y ou a cc o r d i n g t o y o ur tre atme n t o f
,
the m .
In o r d e r t o m a ke t hese pr i nc i ples s t i ll cle a re r re a d ,
o v e r t he s a l e s i n t e rvi ew b e twee n B r own a n d H a r tle y
a n d not e how B rown se cure d t he i n t e rvi ew ; an d t he
eff ec t up on H a rt l ey of t he m eth od s u s e d .
SA LE S I NTER V I E W B E TW E E N B RO W N A ND HA RTLEY
The p ros p ect J am es H a rtley is, m an u facture r of , a
rolle d go ld j e we l ry with a s m a ll bu s i n e s s He is a
-
.
you n g m an of twen ty-S ix m a r ri e d no fa mily h as b ee n , , ,
in b u s in e s s three y e a rs an d is v e ry s uccess ful He is a

, .
man o f so me s oci a l i mp o rt a nc e b el on gi n g t o all t he ,
cl u b s in t own ; h as a n a rti s t i c t e mpe r a me n t a n d is

e s p e ci a lly fo n d o f fl owe r s a n d goo d mu s ic He is fas .
t idio u s in his p e rs on an d aff e ct s a r ath e r b o re d an d
s a rc as t i c m a n ne r t ow ar d s tr a n ge r s He is kee n v e ry .
,
l ogic a l an d a l s o s crupul o u s ly fa ir in bu s ines s d e ali n g s

, .
H a v i n g d i s c ove r e d he
b ove d at a a b out his pros
t a
p e c t t,he s a l es m a n d e cid e s th a t an y m o rn i n g e xce pt ,
S atu r d ay b etwee n , an d 1 will b e t he b es t t i me

for his pu r pos e At on a Tu es d a y m o rn i n g he
.
goes t o t he fac to ry an d as k s t he gi rl at t he in fo rm a t i on 5
wi nd ow which is Mr H artley s ofi c e .
’
.
l
H Wh it h ad P i n ip l
. e e f S
, l m r hip
c 1
e: 9 1 8 pp
o 14 1-2
49
a esA a ns , , . .
nu mb f t h l i t i w
er o o gi
e r s a es i h i b k b t ot d ali g
n er v e s a re ve n n t s oo , u n e n
with i Th y are ry w ll w h
n s uran ce . e dyi g
ve e ort stu n .
G i rl : His offi c e is t hrough h e re b u t y ou ca n t go

’
,
”
in u n l es s y ou h ave an a pp o i n tm en t .
“
S al e s m an : No I ve n o a pp oin tm en t b u t I th i n k
,
’
,
”
h e ll b e gl a d I c a lle d
’
.
Girl : If y ou h ave a c a rd I ll t ake i t t o Mr

“ ’
.
H a rtle y .
S a le s m an : I n ev e r c a rry th em b ut if y ou ll j u s t ,
’
”
s a y th a t M r H a r r y Br own is h e r e it w i ll b e s u fli c ie n t
.
,
.
“
Girl : D oe s he kn ow y our bu s i n es s ? Wh at do y ou 15
w an t t o s ee him a b out ?
“ —
S a l es m an : I t s a p e rs on a l m a tt e r not h i ng t o do
’
”
wi th t he b us i n es s .
G i rl : He s ve ry b u s y but I ll s ee wh at he s a ys
“ ’
,
’
.
( Goe s t o H a rtley s priv a te offi ce an d i n a few m i n ut es 20

’
“
r eturn s a n d s a ys ) H ave y ou an a pp oi ntmen t with
,
”
Mr H a r tl ey ?
.
S a l es m a n : No I d i d not b o th e r t o m a ke o n e as I
, ,
w i s h e d t o see h i m o n ly a b o ut t e n minut e s ; as it wa s
n ot in c on n ect i on w i th his b u s i n es s I th o ught i t b e tt e r 25
”
n ot to do so .
“
G i rl : We ll M r H a rtley is v ery b u s y b ut if yo u ll
, .
,
’
t e ll me wh at y ou w ant t o s ee him a b out I ll s ee if he w i ll ’
”
gi v e y ou a few mi n ut e s of his t i me .
“
S a le s m an : I ll g i ve y ou a m es s a ge for h i m th en if 3 0
’
, ,
”
y ou th i n k it b es t Th an k y o u for t he s ugge s t i on
. .
“
(W ri t es on a s m a ll s heet of pl a i n p a p e r : C an y ou g i ve
me t en mi n ut e s n ow ? If n ot wh e n is t he b e s t t i m e y ou
—
,
”
c a n s ee me he re I m e an not a t t he club H Brown )
, , . .
“
I ll a pp re ci a te i t if yo u ll gi ve h i m th i s D o n t b oth e r 3 5
’ ’
.
’
t o put i t in a n e n v e l op e .
Girl : (Ag a i n d i s a ppe a rs in H a rtle y s offi ce On he r ’

.
“
return s he s ay s ) Mr H a rtl ey is v e ry bu s y but if it
, .
,
is i mp o rt ant an d y ou c a re to w ait h e ll ’
s ee y o u as s oo n
”
as he is lib e rt y
at .
“
S a l es m an : Th a n k y ou fo r y o ur trouble I ll w a it .
’
.
(A mi n ute s s ilen c e )
’
Wh at a re m a r k a bl e s ucce s s Mr
. .
H a rtl ey is m a ki n g in his bu s in es s ! H a ve y ou b een w ith

”
him s i n ce he s t a rte d ?
“
Girl : No I v e b ee n h e re only a ye a r
,
’
.
“
S a les m an : Th at s qu it e a good t i me Has he a
’
.
ve ry imp ort a nt c on feren c e on ? I d on t w ant t o hur ry ’
”
him if he h as .
“
Girl : No I d on t th i nk h e ll b e lon g I k n ow he
.
’ ’
.
h as an a pp o i n tme nt o ut s id e at e le ven thi rty ( S ile n ce 5 0

'
- .
for a few mi n ut e s wh e n a buzze r s o und s The gir l get s .
“
up ) . I exp e ct Mr H a rtle y is a t lib e rty
.
( S he goe s .
t o h is O ffi c e a n d ret urn s )
“
He will g i ve y ou a few
.
mi n ut e s now
S a les m an : Much o blige d How is he t o day ? Ve ry 5 5 .
-
”
ru s h e d w i th wo r k o r is he t a k i ng t hi n g s e as y ?
“ ”
Gi r l : Ab out as u s u a l .
S a les m an : ( E n t e r s H a rtl ey s o ffi ce He pl aces his ’

.
hat on a ch a ir ne a r t he d oo r a n d w a lk s t ow a rd H a rtle y s
’
“
d e s k a t wh i ch he is w riting )
, Good m orn i n g M r 60 .
, .
( He m a k es a s l i ght m oti on as if t o s h a ke
”
H a rtle y .
h an d s but as H a r tley con ti n u e s writ i ng he t urn s i t i nt o

,
a m ot i on of a dju s ti n g his n e ckt i e ) .
( He conti n ue s wr i t i n g
“ ”
H a rtle y : Goo d mor n i n g .
,
wh i le s ales m an s t and s a s h ort d i s t a nce from t he d es k ) 65 .
“ ”
We ll ? Y o u wi s h e d t o s ee me ?
“
S a l es m an : Wh en y ou a re a t lib e rty M r H a rtle y , . .
H a rtley : Go a h e a d I c an he a r y o u wh i le I wri te
. .
“
S a les m an : My t a lk i n g would di str a ct y ou s ome
th at g i ves me a ch an c e t o h elp i t an d my co mp any at
”
t he s a m e time .
“
H a rtley : And wh at pr ay is y our comp an y ? , ,
“
S a le s m a n : The ! e n ith L i fe In s ur a n ce Comp an y .
“
H a rt le y : ( Loo k s s a le s m an up an d d own ) So 105 .
,
yo u re a l i fe i n s u r an ce a gent a re y ou ? We ll d on t let
’ ’
, ,
”
me d et a i n y ou I m n ot at all i nt e res t ed
’
.
( Re a ch e s .
t o pu s h a b e ll b utt on ) .
S a le s m an : W a i t M r H a rtley Y ou prom i s e d me
, . .
t en mi n ut e s I v e n ot h a d h a l f o f i t y et
’
. .
H a rtley : ( Hes it at e s fo r a mi n ut e t hen ev i d en tly his ,

“
se n s e o f fa ir pl ay wi n s ) All righ t if y ou c an w as t e a
.
,
”
few mi n ut es I gue s s I c an
,
'
( H a l f hid es a s i mul ate d .
”
y awn ) . B e t t e r S it d own wh i le y ou a re a b out i t .
“ ”
S a les m an : Th an k y ou ( Dr aws ch a i r n e a r d es k 115
.
“
an d s i t s ) M r H a rtle y y ou s a id I wa s a li fe i n s u r an ce
. .
,
a ge n t I a m a n d pro ud of it an d o f re pres e n ti n g t he
.
! e n i th It i s n t e ve ry s a le s m an who h as a ch an ce t o
’
.
re pre se nt a c on c e rn H e re is my p ro p o s i .
t i on I sugge st y ou t a ke o ut t wo p olici es A fiv e-ye a r

. .
te rm p olicy fo r $ 2 a n d t h e oth e r a $ 2 twenty

ye a r li fe p ol i cy The .
“
H a rtle y : C an t y ou s ugge s t on e or t wo m ore ?
’
S ale s m an : I could but I would not be con s i d e ring,

”
y our i nt e re st s if I did .
H a rtle y : I see You re a ph i l an throp i s t !

“
.
” ’
“
S a les m an : I m a bu s i n es s m an If I h ave a se rv i c e
’
.
t h at is v a lu a bl e t o y o u y o u w an t t o buy it , Yo u r own .
s a l es m e n s e ll g oo d s th at t he i r cu s t o m e r s wi ll b e a bl e t o
se ll Y o u know th a t y o u d b e o u t of bu s i n es s in s ix 13 0
’
.
mon th s if th ey d i dn t I s ugg e st po lici es t o y o u th at I

’
.
b elieve wi ll b e most v alu a bl e t o y ou for s imil a r re a son s .

S ELLING LI FE INSURANCE
H a rtle y : We ll t e ll me why
, .
“
S a le s m a n : The t e r m p o licy is t he
ch ea p es t fo rm of
in s ur an ce ; y ou p ay me re ly for p rotec t i on Th i s cos t s 13 .
y ou on ly a ye a r quit e a n o mi n a l s u m
, Yet .
,
s h o uld y o u die w i th i n t he fiv e y e a r p e r i o d y o ur es t a t e
-
,
get s $ 2 c a s h Th i s mon ey wo uld e n a bl e t he b u s i

.
n e s s t o tid e o ve r t he s lump yo ur d e a th w o uld c a u se
a nd u n t i l a n ew m an a g e m en t o r o rg a n i z a t i o n was 14
form ed . Ver y s m a ll s u m t o p ay fo r s uch p rote cti on ,

“
i s n t it ? ( H a rtle y h a l f no d s in a gree m e n t ) The
’
.
o th e r p olicy is b oth i n s ur an c e an d inv es tm e n t In .
twe n ty ye a r s tim e y ou h a ve a n i nv es tm ent of $ 2

’
A ft e r t he th i rd ye a r t he p o l i cy h as a c a s h v a lu e wh i ch 14
i n c re a se s ye a r by y e a r If e ve r y o u n ee d m on e y fo r
.
e xp a n s i o n a n d t o t i d e ov e r d e p re s s i o n t he i n v e s tm e n t
,
”
c an b e b o rrowe d on .
“
H a rt le y : Th at s ou n d s all r i ght b ut if I w a nt mon ey ,
my b ank w i ll l o an it t o me A s a m att e r of fa ct I h a ve 15
.
,
1
”
a mpl e fu n d s fo r d e v e l o pm e nt .
S a le s m an : Th a t s fine but y o u kn ow th at a r a p i dly

“ ’
g rowi n g b u s i n e s s l i k e y o ur s c an q u i ckly o ut st rip it s re

s o u r ce s
. See how r a pidly s o m e of ou r gi g ant i c e n t e r
p ri s e s h a ve grown an d how fre q ue n tly th ey h a ve t o 15
re o r g a n i z e on a l a rge r s c a le t o kee p p a ce wit h th e ir
”
fi n a n c i a l n ee d s
.
“
H a rt le y : If mi n e grows wi th s uch a m a z in g ra p i d i ty
”
I gu e s s a li fe i n s ur an ce p o licy wo n t m ee t it s nee d s ’
.
“
S a les m an : No i n d ee d b ut i t c an h elp t i d e ove r a s 101
, ,
. n
—
it we re An oth e r th i g in t i m e o f d e pres s i on like we
h ad in 1 907 y ou r bu s i n es s wo uld a lm o st ce as e Who .
b uy s s uch luxuri e s et c the n ? The b an ks won t l o a n

, .
,
’
future p ros p ects u nd e r th es e c on di t i on s Yo ur n a me

35
0 .
me an s t oo much t o y ou t o t a ke ch an ces wi th it A man 16 5 .
who is s o we ll k n own as y o u a re has t o b e d o ubly c a re

”
fu l.
(A s t reet h an d o r g an b e gin s pl a y i n g t he l at es t
“
r a gt ime cr a ze ) . Wh at a n atro c i ty th at is ! Th ere is
s o m u ch fin e mu s i c th e y c o uld pl a y
— an d th e n t o ch oose
”
th a t !
H a rtle y : I a gree wi th y ou the re Th at rubb i s h .
”
g r ate s on my n e r ves .
S a le s m an : I d on t won d e r a t i t T alk i n g o f mu s i c
’
.
,
h a ve y o u h e a r d th at won d e r ful n ew c on tr a lt o ?
(A di s cus s i on of mu s i c fo llows i n which H a rt ley is un 175
di s g u i s e dly i n t e re s t e d S a le s m a n fi n d s it di ffi cult t o
'
re i n t r od u ce i n s u r a n ce an d fin a lly d oe s s o by s ay i ng ) ,
“
Mr H a rtle y I v e had my t en mi n ut es I v e plenty
.
,
’
.
’
o f tim e o f c o ur s e but I w on t t a k e m o r e th a n as ke d fo r
’
, ,
w i th o ut y o u r p e rmi s s i on My s ugge s t i on in a n ut s h e ll 18 0
.
is ( St at e s t he a m o u n t of ye a r ly p re mium putti n g ,
t he figu r e s on p a p e r a n d p as s i n g th e m t o H a rt le y H e re .
he b r i e fly re vi ew s it e mph a s i z i n g t he n ee d fo r p rotfe c t
,
“
in g a yo u n g bu s i n e s s ) . Is th e re a n y s ugges ti on th e re
”
th a t is not in yo u r i n te re s t ?
“
H a rtle y : No but I wo uldn t buy with out thi n ki n g
,
’
it ove r v e ry c a re fully Th at s only yo ur s ugge s t i on

’
.
,
”
y ou know a n d I th i n k I k now wh at s b es t for me
’
, .
S a l es m a n : Who kn ow s y o ur goo d s b es t ? Yo ur
s a le sm e n o r th e i r cu s t o m e r s ? Yo ur s a les m en of c ou r s e 190 , .
A n d a re th e y not b e s t a ble t o a dvi se th e ir cu s t o me r s on

wh a t t o buy ? Th at is my a tt itud e in re s p e ct t o in s u r
a n ce . I ac t a s an i ns ur an ce e xpe rt t o m an y of you r
fr ie n d s . Mr M a rk of t he P r ov i d ent Tru s t Co mp a n y
.
,
”
R oge r s o f t he K iln Lumb e r Co (N a m es a few oth e rs 195
.
3 74 TH E PSYCHOLOGY O F
an yth i n g a b ou t i t now You c an c all a g ain a fte r .
”
Ch r i s tm a s .
S a l es m an : An d s upp ose y o u die i n t he me ant i me ?

“ ”
H a rtle y : I ll t a ke my c h a n ce s on th at
’
.
S a les m a n : It s yo ur wi fe s ch an c es y ou t a ke n ot
’ ’
you r own Th ere a re th ou s an d s of w i d ow s wo r ki n g

.
h a r d t o m a ke a b a re e xi s ten c e who a re liv i n g e x a mple s

—
,
my ch an ce No Mr H a rtle y
’
h e t oo k a ch an c e
‘
o f .
, .
,
if y o u n ee d i n s u r an ce y ou n ee d i t n ow m o re th an l at e r 23 5 .
H owe ve r p e r h a p s I m w a s t i ng yo ur time Pe r h a p s
,
’
.
y o u c a n n o t p a s s t h e phy s i c a l t e s t B e fo r e c o.n s id e r i n g
a n y ki n d o f p o licy y o u h a d b ett e r let t he d oct o r l oo k
y o u o v e r a n d th e n if h i s r e p o
, rt is s a t i s fa ct o ry t h e ,
a d v i s a b ility o r o th e rw i s e of c e rt a i n p olicies c an b e 240

d e cid e d Supp o se I b ri n g t he d oct o r h e re t o—
. m orr ow
”
m o rn ing a b o u t thi s t i me a n d let him loo k y o u ove r ?
“
H a rtle y : B ut e ve n if I did s ee t he doct o r I would ,
n ot p r o mi s e t o i n s u re with y o u I h ave s o me fri e n d s in

.
”
t he b u s i n e s s a n d I s h o uld w an t t o gi ve th e m a ch an c e 24 5 .
“
S al es m an : U n le s s th e y c o uld give y o u s omethi n g
b ett e r t h an I c an y ou wo uld let me b e y our i n s ur an c e
,
b ro k e r ?
H a rtle y : Y es th at is if I eve r d ec i d e t o in s u r e at
,
”
a ll
.
S a les m an : Th at s all an yon e c ould e xp e ct Mr

’
, .
H a rtle y Let s fi rs t fin d out if y ou a re i n s u r a bl e s o

’
—
.
,
how will t e n th i rty t o m orrow b e t o let t he d oct or fin d

-
”
out ?
H a rtley : Ve ry we ll but re me mb e r y ou do th i s on
,
”
y our own res p on s i bil i ty .
“
S a les m an : Th at is qu i t e und e rst oo d Now I ll
’
.
,
”
b i d y ou goo d day ( H a rtl e y off er s.him a c i g ar ,
th e y b oth light up s h a ke h a n d s an d t he s a les m an

, ,
le av es h av i ng g ai ne d all he pl an ne d t o s ecure at th at
, 260
i n te rv i ew ) .
A S S IG NM E NT TO BE P RE P A RE D B E FORE RE A D I NG
LE S S ON x x vi
I . Wri t e outp s i nvolve d i n S ecuri ng an In
t he st e
t e rv ie w with ( a ) H ud s on ( L ess on XVI ) ( b ) Bu r ,
t o n ( L es s o n XXI II ) a n d (c ) , H a rt le y (th i s l e s s on ) .
R efe r t o Le s s on s I a n d I I for mo d e l s .
2 Wr i t e o u t t he an s we r t o th es e t wo q ue st i on s
.
3. Up on wh at b a s is in t e rm s of t he Str at e gy a n d
Ta ct i c s of a Pros p e ct d i d B rown s ecure an i n t e r v i e w
wi th H a rtley ? ( Re v i ew Le s s on s XXIV a n d XXV ) .
To wh a t e xt en t was H a rtley s re ce pt i on a re s p on s e t o
’
B rown s t a ct ic s in securing t he int e rvi ew ? b Why d i d

’
.
”
Brown c on ve rs e wi th t he Girl ? ( l in es 4 2
L ES SON XXVI DIVERTING PROS PE C TS
.
’
—
INTE REST TO MY PROPOS ITION TH E
S ECOND TACTI CAL STE P
P RE P A RA T I ON FOR M E ETI NG THE P RO S P E CT

Att enti on h a s a l re a dy b een c a lle d t o t he pre p a r at ion
m a d e by a l awye r b efo re e nt e r i n g c o urt He has c a re
.
fully g on e o v e r t he p oi n t s on his own s i d e an d a l s o th ose

o n t he o pp o s i n g s i d e . In thi s way he is p re p a re d t o
a dv a nc e his own s i d e o f t he c a se a n d t o d i s p os e of his
O pp o n e n t s o bj e ct i on s
’
.
The i n s u r an c e s a le s m an c an not affor d t o do l es s .
The b es t s t ud en t s of s e lli n g in t he i n s ur an c e fr at e rn ity

m a i n t a i n th at p rep a r a tion is fa r m ore imp o rt ant th an
p r es en t a tion . O f wh at s h o uld th i s p re p a r ati on c on s is t ?
Thi s que s ti on has a l re a dy b ee n an swe re d but for t he ,
s a k e o f m a ki n g t he st e p s p e rfe ctly clea r let u s re view

,
it a g a i n .
Fi rs t o f a ll t he s ales m an s ho uld h ave his s tr at egy

,
v e r y d e fi n it e ly a n d cl e a r ly in mi n d : fir s t wh a t his,
p ro p o s iti on is ; s e c on d j u st wh at c onv i ct i on s an d im
,
pul se s mu s t b e a r o u se d within t he mi n d of t h e pros pec t

b e fo re he wi ll buy ; an d third ju s t wh at he h i m s el f
, ,
mu st s upply duri n g t he p res en t at i on i n o rd e r th at t he

p r os p ect will c ome t o h ave t he n e ces s a ry c onv i ct i ons
a n d i mpul se s .
In a dd it i on t o th i s gen e r a l prep a r at i on the re is t he

,
3 78 TH E PSYC H OLOGY OF
e n t at on i S ome s al es me n a re a ble t o me m or i ze the i r
.
p a rt as an a ct o r d oes an d ac t p e r fe ctly n atur a lly For .
th e m th is m et h od is t he b est on e Oth er s a les men fi n d .
i t d iffi cult t o ac t n a tur a lly wh e n rec it i ng a me m or i z e d

s p eech In con se q ue nce the y o rg an i ze th e i r m at e ri a l
.
,
in o utl i n e form an d re ly l a rge ly up on t he i ns p i r ati on of

t he m o me nt B ut m ost o f th ese s a les men mem o r i ze
.
phr a se s se nt ences a nd e ve n p a r agr a ph s in o rd e r th at

, , ,
the y may presen t c ert a i n k ey i d e as in t he m os t effect i ve

m an n e r .
The i n s ur ance s ol i c i t or s h ould m em o ri ze c a re fully

wo rd e d s t a t e m e nt s pres e nt i n g a ll t he re as on s why
i n s ur a n c e s h ould b e b ought Th es e s h ould i n d ee d in.
, ,
c lu de n ot on ly re as on s but i nc i t e m e n t s t o a cti on
, Th i s .
d oe s n ot me an th at a ll thi s a mmu n iti on will b e util i ze d

duri n g an y on e i n t e r v iew On ly s uch p o rti on s will b e
.
pre se n t e d as fit in with t he es t a bli s he d s tr at e gy of

t he p a rt i cul a r s al e o r as may b e u s e d fo r r e se r v e i n
c ase of e me rge n ci es Thi s i n s ures a l o gic a l a ppe a r

.
an c e t o t he p res e n t ati on a n d fu rth e r m a k e s c e rt a in

,
t h a t n ec e ss a ry d et a ils will n ot b e o v e r l oo ke d whe n

!
on e s
’
mi n d is prim a r ily en g a ge d in s tudyin g t he
“ ”
pros p e ct s res p on s es’
B etween s uch a s e lli n g t a lk
.
-
on i n s u r an c e wi th it s d e fin it e pl an an d fa cility in u s i n g
few o r m an y t a lk in g po i nt s an d a p a r rotlik e re cit a l

of t h e a dv a nt a ges o f i ns u r an ce th e re is a ll t he d iffe r ,
e nce i n t he w orld .
As t he m os t di ffi cult p a rt of t he pre se n t at i on is n ot
gi v i ng i d e as but in c i te me nt s t he me m ori ze d s t at e
, ,
men t s s h ould b e e s p ec i a lly pre p a re d from th at p oi n t of

v iew For e x a mple in t he p a r a gr a ph on a d v a nt a ges of
.
,
“ ”
i n c ome ove r a lump p ayment th e re may b e wov en ,
in to t he a rgume nt m an y i n di rect refe re n ces t o t he pros

l v o r his w i fe a n d he r n ee d of h e lp i n i n v e s t i n g
’
p e et s o e f
he r m on e y .
If th e re is an y on e p a r a g r a ph th a t n ee d s t o b e me m
o riz e d a n d p r a ct i c e d s o th at i t is s a id cl e a rly a n d fo rc e
fully, it is t he o p e n i n g on e Th i s is t he m o st di fficult
.
p a r a gr a ph t o g i ve for n e a r ly a ll me n On ce , howe ve r , .
on e find s on e s e l f s p e a k i n g ri ght a lon g on e s e mb a r r a s s

,
’
men t d i s a pp e a rs a n d t he res t of t he i n t e rv i ew s h o uld

proc ee d as pl ann e d .
A ph as e of p re p a ri ng t o meet a pro s p e ct ove rloo ke d ,
by m any c on c e r n s t he a pp e a r a n c e o f t he s a le s m an
,
h i m se l f It is n ot s u ffic ien t th at his wo rd s b e c a re fully

.
ch os e n a n d a pp ropr i at e The s a l es m an mus t loo k t he

.
p a rt Study y ou r s e l f a n d oth e r men an d lea rn how t o

.
m a ke a g oo d i mpre s s i on up on oth e r s R e me mb e r y ou .
,
h a ve co m e t o re n d e r t he pros p ect a re al s e rv i ce Ac t .
a cc o rd i n gly .
TH E RA C E B ETW E E N SA LE S MA N A ND P R O S P E CT
The pr os p e ct e nd e a vo rs ( I ) t o s i ze up t he pro p os i
t i on ( 2 ) t o utilize d e fen s ive h a bit s a n d ( 3 ) t o di s m is s
, ,
l m an
t he s a e s a s s oon a s t he p ro p os it i on is at a ll u n d er
s t oo d a n d s e e m s u n i n t e re s t i ng .
To w i n t he p re l i mi n a ry s ki r mi s h t he s a le s m an mus t
,
( )
I es t a bl is h a f r i e n dly r e l ati o n s hip ( s e ll him se l f) an d,
( )
2 a r o u s e i n t e r e s t in h is p r o p o s iti on b e fo r e t he pros
p e c t c an s i z e up t h e p r o p o s it i on
.
If t he s a l e s m an l os es t he fi r s t s k i rm i s h t he
p r os p e ct a tt e mpt s t o di s m i s s him b e fo re t he n ec es s a ry
in t e re st has b ee n ar o s e —
u d s e c on d a ry a tt a ck s mus t b e
m ade , t he pu r p o s e of wh i ch is me re ly t o g a i n an ext en
”
s i on o f tim e . On ce t he fiv e mi n ut e s h ave b e en
o bt a i n e d t he W h o l e pu r p o se of t he i n t e rv i ew mus t b e
,
di re cte d t o a ro u s i n g i nt e rest .
R evi ew how H a rri n gt on d i v e rt e d Ald e rs on s i nte res t ’
a s a c on c r e t e e x a mpl e o f t he a b ov e p oi nt s .F i rs t o f all ,
H a r ri n gt on e s t a bli s h e d h i m se lf on a fri e ndly b as i s w i th

Ald e r s on by t a lki n g a b o ut t he W i nd s or ch a i r Next .
,
he e n d e a vo re d t o ge t Ald e r s on i n t e r e s t e d in his pro p os i

ti on — “
s imil a r t o a t r us t c o mp an y s
’
pl an an d y et
d iffe ren t .
”
He los t t he fi r s t s ki r mis h fo r Ald e r s on de
,
c i d e d t he m att e r wa s u n i nt e re s ti n g b efo re H a rr in gt on
c ould m a k e i t s o He then ha d t o pull off t he c oi n
.
s tu n t in o r d e r t o se cure m o re tim e in which t o i nt e res t
Ald e rs on Th i s he fi n a lly a cc ompli s h ed an d th en he

.
,
was a ble t o settle d own t o t he re a l p re s en t at i on .
Co lli n s s ecu re d H u d s on s i n t e re st ( Le s s on XVI ) by

’
h i nt i n g at a n i n ves tme n t An d b e c a u s e he h a d cle a r ly

.
in mi n d wh at he w a n te d Hud s on t o do a n d Hud s on
ha d n o d e fin it e pl a n o f a ct i on he wa s a bl e t o m ai n t a in
,
“ ”
t he l e a d an d fo rce Hud s on t o b e s ubm i s s i v e t o his
le a d e r s h i p .
The s a le s i nt e rv i ew w i th J a m es H a rtl ey i n t he p re
c e d i n g les s on illu s t r a te s a c as e wh e re t he s a le s m an was
u n a bl e t o es t a bli s h t he prop os iti on on a s u ffic i en tly in
t ere s t in g b as i s t o p e rm i t o f a r e a l p r es e n t a ti on o f t he
s ubj ect . B ut he was a ble t o s e cure p e r mi s s i on t o h ave

t he d oct o r c a ll fo r a phy s ic a l e x a m i n at i on .
The m ai n p oi nt th en in d i ve rti n g i n te re st of a pr os
, ,
p e c t fr o m h is o w n w o r k t o t he n ew p r o p o s i t i on is t o ,
m a k e t he new p ro p os it i on s o in teres ting th at he c an t ’
h e lp but b e a b s orb ed i n i t Th i s me a n s t o pl ay up
.
3 8 2 T H E PS Y C H OLOGY O F
t i on Such atte nt i on is e as i ly o bt a i ne d Th e re is no
. .
p ro ble m h e re at a ll fo r t he s a les m an He n ee d not .
wor ry a b out gett in g at t ent i on B ut he d oe s n ee d t o

.
wor ry as t o wh eth er he will obt a i n i nt e rest .
The a b ove is tru e of t he g re at m aj o rity of c ases .
But occ as i on a lly a pros p ect wi ll n ot e ven not i ce t he

, ,
s a l es m a n o r a ft e r h a v i n g li s t e n e d fo r a few m i nut es
, ,
—
will ce a se t o l i st e n at a ll c e a s e e ve n t o p ay a tt ent i on
,
In s uch c a s es t he s a le s m an mu st pres e n t a s i tu at i on
th at w i ll fo rc e t he pro s p e ct t o p ay att ent i on The .
pro p e r kind s of s i tu a t i on t o b e u se d in s uch c ases are

th o se t h at a rou s e re fle x a ct i on ( See Les s on VII I ) A
. .
l o ud n oi s e a s for e x a mpl e when t he m i n i st e r p o unds

, , ,
on t he d es k c o llect s w a nd e ri n g w i t s Or a s udd e n
, .
r a i s i n g of t he pitch of t he vo ice or s udde n lowe ri ng of it

c o mp e l s a tt en ti on S udd en ly t o s t 0p t a lk i n g w i ll s e rve
.
t he s a m e p urp o s e In t he s a m e wa y t o s h ow an yt h in g
.
,
o r t o t a k e aw a y wh a t h as b e e n s h own a ttr a ct s a tt e n t i on
t o t he a c t To p re se n t a fo ld e r o r ch art o r s h eet of
.
p a p e r of n ec e s s ity c o mp el s t he pros p ect s notice For ’

.
a ge s h um an b e i n g s h a v e h a d t o p a y a tt en t i o n t o m ov e
me nt s an d n oi se s Thos e th a t d i d n t we re e at e n by
.
’
l i o n s or k i lle d by an en e my B ut in s uch c ases at

.
—
t ent i on is n ot h e ld t he p ros p ect wi ll a lm ost imme di
at e ly s iz e up t he i n t e r rupt i o n a n d r eturn t o wh at he
was d oi n g Th i s wi ll b e true u n les s t he s ales m an s ki ll

.
fully ti e s up t he i n t e r r upt ion t o a n ew l in e of th ought

wh i ch is i nt e rest i n g t o t he p ros p e ct .
R em e mb e r t he s a les m a n mu s t c a p it a l i ze i mme d i at e ly
th i s fo r ce d a tt en t i on When Bu rt on s t a rt e d t o turn
.
aw a y fro m R e ddi n g ( l i n e 6 L on XXI I I ) R e dd i n g

5 , e s s ,
s h ow e d him t he c on t e n t s o f h is b oo k Burt on ha d t o
.
SELLING LI FE INSURANCE 8
3 3
loo k at i t He c o uldn t e s c a p e An d a s s oo n as he look e d

.
’
.
at it he s aw his n a m e a n d s o m e typ ew r itt en m a t e r i a l .
Now he h a d t o loo k furth e r b ec a u s e his n a m e wa s t he re .
While Burt on c onti n ue d t o loo k R e ddi n g d ro v e h o me ,
t he n e c es s ity o f a n i n c o m e fo r h is wi fe a n d m ot iv at e d
t he re a s on s by re fe r e n c e s t o his l ov e fo r his wi fe .
M an n i n g s s y s t e m o f s e lli n g is effe ct i v e j u s t b e c a u se
’
i t c o mp e l s a tte n ti on t o t he typ ew ritte n p a ge c on t a i n in g

t he pro p o s i t i o n ‘
A n d t he p r o p os iti on is i nv o l v e d
.
e n o ugh t o r e q ui r e a few m o m e n t s o f re a l th o ught b e fo r e
it c an b e s 1z ed up Duri n g th at i n t e rv a l t he s a l e s m an
.
s h o uld b e a ble t o a r o u s e s o m e fe atu r e o f ge n ui n e
i n te re s t wh i ch wo uld h old a tte n t i on .
The u s e of p r i n t e d m att e r wh i ch cle a rly a pp e a l s t o a

m an s i nt e re s t is u s e ful in thi s way It c omp e l s att e n
’
.
t i on an d t o t he e xt en t i t i n cit e s his i n t e res t h o ld s th at

, ,
a tt e n t i o n A fi n e d e v i ce is t o s h ow a s lip o f p a p e r wi th
.
“
t he h e a di n g Out o f e ve ry 1 00 h ea lthy me n twe nty
, ,
”
fiv e y e a r s o ld th i s is wh at h a pp e n s by a ge s i xty fi ve
,
-
.
The n f ll w s c i rcul a r di a g r a m s h ow i n g in bl ack 3 6

o o a —
—
de a d ; in re d 5 3 d e pe n d e n t on re l at i on s o r c h a ri ty ;
in lig ht re d 6 s e l f s upp o rt i n g ; a n d i n wh it e —
— -
5 w e ll
“
off . B e l ow is t he fi n a l q ue st i on Wh i ch cl a s s will y ou ,
b e in at a ge s ixty fiv e ? -
A noth e r d evice of t he s a me s o rt is t o ut i lize cl i p

“ —
pi n g s fro m t he S itu ation s W an t e d Fe m a le a ds of ”
.
“
yo u r loc a l p a p e r s uch as : A middle-a ge d l a dy w ith
,
s on 4 ye a r s o ld w a nt s p os i t i on h o u s ewo rk
, , 7 8 5 Lin, .
” “
c o ln Aven u e ; Yo u n g m a r ri e d wom an with b a by
wi s h es p e rm an e nt p os iti on at h ou s ewor k 446 Myrtle ,
” “
St . an d Youn g w i dow d es ire s p os i t ion in o ffi ce
, .
E G M . ing Th M i g S y t m f S lli g Lif I

. ann , e ann n s e n 19 9
o e n e ns u ra c e, 1 .
I n exp e r i en ce d but willi n g t o le a rn C a ll Gle n d a le 2 3 8
.
,
Apt . Th es e clippi n g s c a n b e p o s t e d up on a c a r d
“
wi th a h e a di n g s uch a s T r a ge di es o f t he H om e which
, ,
c an b e a ve rt e d How ?
.
”
U n d e rn e ath t he di a g r a m thi s
“
ques ti on m ay b e a dd e d H av e y ou a b s olut e ly s afe
,
”
gu a r d e d yo u r wi fe fro m s uch p os s ibiliti e s in t he futu re ?
In t he c a s e o f b oth th e s e d e vic es t he p r os p e ct is
,
fo r ce d t o p ay a tt ent i on b e c a u s e of t he pi e c e o f p a p e r
with p ri n ti n g up o n it B ut his a tt e n ti on is h e ld b e c a us e
.
t he m at e ri a l o n t he p a ge v i t a lly affe ct s his own c a r ee r .
To h o ld att e n t i on a s has b een a g a i n an d a g a i n p oi nt e d

,
o u t is i d e n tic a l w i th i n t e res ti n g t he p r os p ect

, . A n d tha t
mea n s to a p p ea l to his in s tin c tive or a c q u ir ed in ter es ts.
Now th at we s ee wh at dive rti n g i n t e re s t is we c an ,
p r a ctic a lly e limi n at e from ou r li st of t roubles thi s

hith e rt o m on s t r ou s bug a b oo o f s e lli n g We d on t n ee d
.
’
” “ ”
t o attr a ct a tt e n ti o n a n d th e n s ecu r e i n t e r es t
. All
th at we n ee d t o do is t o p re se n t t he most i nt e re st i n g
p h a se of o u r prop os it i on ( i n t e re s ti n g t o t he p ros p ect ,
n ot o u r se lves ) an d b r i n g his att e n ti on b ack wh e n it
w an d e rs awa y a n d we h av e in a few m i nut e s his u n d i

, ,
v ide d i n t e r e s t
.
O f c o ur s e thi s is not t he e as i es t t hi n g in t he wo rld

,
t o do If it we re s a le s m en wo uld n ot b e p ai d a s the y
.
,
a re . But i t is d on e ev e ry d ay in t he ye a r by th ou s an d s
of s a les m e n a n d with e ve ry cl a s s of p r o s p e ct s . In a ll
th e se c ases t he s a l es m a n has p rese nt e d an ide a th at
was i n te re s ti n g t o t he p ros p e ct who h as p a id a tt e nt i on
an d e ve ntu a lly b o ught i n s u r a n c e .
Att e n t ion fl u c t u a t e s Wh en y ou s it d own at y our

.
d es k in t he mo rn i n g y o u fi n d it di fficult t o get s t a rte d .
It t a kes a few mi n ute s b e fore y o u l os e you rse l f in your

Adv an t age pe rs on al o r gene r a l ; good reg a rd e d a s a se l f
, ,
”
is h b e ne fi t ; profit b e ne fi t , Th at d oes n ot h e lp much
. .
The b es t we c an do is t o s a y th a t t h os e th i n gs i n te r
e s t u s th at fit in w i th wh a t we h a v e d on e or are d oi n g , ,
o r wan t t o do ; a n d th at in ge n e r a l e n a bl e u s t o c a rry
, ,
ou t o u r pl an s m o r e th o ro ughly o r e a s i ly th a n b efore .
Con s e qu en tly n othi n g th at t he s a le s m an c an s ay or

,
s h ow c a n b e in teres tin g t o t he pro s p e ct e xce pt a s t he
p r os p e ct t a kes o ve r t he i d ea a n d as s oc i at es it wi th his
o th e r id e a s a n d fi n d s it s a ti s fyi n g So l on g a s t he pros
.
p ec t m e r e ly li s t en s he is n ot b e i n g re a lly i n t e re s t e d .
It is w hen he c omm en ce s t o thin k a b ou t t he prop os it i on

th at he b e g i n s t o b e grippe d w i th re a l i nt e re st But .
he h a s n ot re ach e d t he s t a ge o f i n t e res t in buyi n g y o ur

s e rvic e He is i n t e res te d in i t in re l ati on t o him se l f
. .
He m ay d ecid e a g a i n s t it but he has a ct i vely c onc e rn e d

,
him s e l f a s t o it s m e r it s as they aff e ct wh at he d es ires

to do .
Con s id e r at i on of t he pro p os i t i on in t e rm s of t he
p ro s p e ct s re l a te d i n t e re s t s o r his i n s ti n ct s if prop e r ly
’
d on e n ec e s s a r i c a u ses i n te res t He c an n ot h e lp b ei n g
, .
int e re s t e d if his bu s i n es s is r e fe r re d t o in t he p ro p e r
m a n n e r o r his fa mily or him s e l f He c an n ot e s c a p e
, , . .
And if th e se t opic s a re s h own t o b e re l ate d t o t he s a le s

m an s prop os it i on he mu s t n ee d s follow Thi s d oe s
’
, .
n ot m e an th a t he m us t buy but on ly th at he mu s t ,
re m a i n in t e r e s te d .
MI NOR P O I NT S A S TO THE E A RLY C O ND U C T OF A SA LE S

I NTER V I E W
S e c u r e U n d ivid e d Att e n ti on . A c ommon p r a ct i c e

a mon g men at th e ir d es ks is to s a y t o t he u n kn o wn
S ELLING LI F E INSURANCE 3 87
l m an Go a h e a d I c an l is t en t o y ou wh i l e I wo rk ;
s a es ,
‘
,
I m b us y To s uch a s t a t e ment t he s a le s m an s h o uld

’
.
’
promptly re ply Th a n k y ou I a m p e rfe ctly willi n g t o

,
‘
,
w ai t until y ou a re at le i s ure a n d t he a ct i on c an b e ,
’
s u i te d t o t he w o rd by t he s a l e s m a n t a k i n g a s e a t The .
s a l e s m a n b r e a k s i n t o t he p r es e nc e o f t he bu s i n e s s ma n
a n d occupi e s h is ti m e b e c a u s e he is c onv i nc e d th at his
off e r is wo rth s e ri ou s c on s id e r at i on a n d t he t i m e n ee d e d
t o e xpl a i n it s m e r i t s The re fore if he is w i lling t o

.
,
a cc e pt on ly a h a l f h e a rt ed fo rm o f a tt en t i o n he in v ol
-
un t a rily d e pre c i a tes t he w o rth o f wh a t he h as t o s ay .
I n s t ea d of d oi n g bu s i nes s on an e qu a l footi n g he a d o p t s
”
a n a tt i tud e o f a s ki n g fo r a fa v o r 1
.
Wh i te h e a d h as give n t he b es t on e an s we r t o th is try
in g s itu at ion B ut s o me t i mes it d oes n t wo rk A ft e r ’
. .
y o u h a v e s ugges t e d th at if he c an t giv e y o u his wh o l e

’
a tt en ti o n y o u will c a ll a g a i n th a t a ft e r noo n an d h ave ,

“
re ce ive d s om e u n fa vor a ble reply s uch a s I s h a ll not ,
”
b e h e re i t may b e n ece s s a ry op en ly t o fight fo r his
,
a tt en t i o n Supp o s e Ald e r s on ha d t a ken s uch an att i

.
tud e wh e n H a rri n gton en te re d his o ffi c e H a r r i n gt on .
might h av e th en op en e d his I 6-i n ch gu n on him by s ay

“
in g , M r Ald e r s on why s h o uld I i n ve st my e s t at e in
.
,
t he C ont i n e n t a l Tru s t C o mp an y wh e n th e y d on t
’
”
gu a r an te e an yth i n g but h on es ty ? M a ke s uch a n in
di ff e ren t pros pe ct s it up a n d t a ke n ot i ce by ch a llen g in g
s o m e on e of his s t r on g es t c on v i ct i on s B ut do i t i n .
s uch a wa y th a t y o u c a n i mm e di a t e ly s h i ft t o y o u r
m a i n p oi n t In thi s c a s e i t would b e You r trus t

.
, ,
co mp an y d oe s n ot gu a r a nt ee e i th e r t he c omple te s a fet y
”
of my pri n cip a l o r an y p a rticul a r r a t e o f i n t e re s t .
1-1 Whit h d P i ip l
3
. e ea f S l m hip 19 8 pp
, r nc es o 7 1 8
a es a ns , 1 , . 11 , 1 .
26
O b je c tion s mu s t b e d is p os e d of a s qu ic k ly a s p os s ib le
at t h e b e gin ni n g of a s a l e s i n t e rvi ew
During t he m a in
.
p a rt of t he i n t e rvi ew—t he p re s en t ati on o f t he p rop os i

t i on —ir is p rop e r t o h an dle o bj e ct ion s in a tho r o ugh
go i n g m a n n e r B ut d u r i n g t he p e r i o d wh en y o u a re
.
a ro u s i n g i nt e r e s t a n o bj e cti on mu s t b e vi ewe d as an
a tt e mpt o n t he p a rt o f t he p r o s p e ct t o get r id of y o u .
The m o re tim e a n d att ention give n t o t he o bj e cti ons ,
t he m o r e lik e ly t he pro s p e ct will win n ot y ou , Acc e d e .
t o t he o bj e cti on s if it is p o s s ibl e t o do s o p oi n t o ut ,
s o me ph a s e o f t he qu es ti on which he p ro b a bly h as n ot
c on s id e re d a n d get b ack t o y our m a i n p oi nt wi th in

,
t wo s e n t e n ce s .
C ommi t p r os p ec t t o fav or a b l e a c ti on a s far a s p os s ib le .
“ ”
In oth e r w ord s ge t h i m t o s ay Y es t o as m an y p o in t s
,
a s y o u c an . If i t is n e c e s s a ry t o br i ng a ch a i r up fo r y ou
t o s it in ge t him t o do i t if y o u c an
, As h ost he s h ould
.
,
a n d if he d oe s he c an t di s mi s s y o u quit e s o quickly
’
.
S e ll in g i nvolves a ro u s i n g a pros p e ct t o activity an d

d i v e rti n g th at a ct i vity i n t o t he d e s i re d ch an n e l D on t .
’
w a it u n til y ou a re re a dy for him t o w r it e his n am e on

t he d otte d li n e b e fo re att e mpt in g t o get a cti on Go .
for i t fro m t he ve ry s t a rt Cou n t e ve ry a dmi s s i on

.
,
“ ”
e ve ry Y es a s a m i n o r vict o ry for t he m ore he a g rees
, ,
a n d c ome s wi th
y ou t he h a rd e r i t is for h i m t o s t o p
a n d go b a ck .
A SSI GN M ENT RE PA RE D B EFORE RE AD I NG

TO B E P
LE S S O N XXV I I
Rev i ew t he s a le s i nt e rv i ew b et wee n Brown an d
H a rtle y in Le ss on XXV Then wr it e ou t t he ans we rs
.
t o t he fo llowin g qu es t i ons :
LES SON XXVI I REORGANI ! ING TH E .
STRATEGY—TH E THI RD TACTICAL STEP
B e fo re c a ll i n g up on a pros p e ct t he s ales m an pl an s ,
his s t r at e gy The s t e p s i n th at p roc es s h a v e b ee n dis

.
cu s s e d in L es s on s XIX— XXII I B ut a fte r t he s a les m an

.
m ee t s t he pro s p e ct he m ay d i s c ove r th at c e rt a in ch ange s

in his s t r at e gy mu s t b e m a de In c on s e q u e n ce i t mu s t
.
,
b e re c ogn i z e d th at on e of t he e s s en t i a l st e p s in t he
t a ct i c s of s e ll i n g is t he re o rg an i z a t i on o f t h e s tr at e gy .
Th at we may h av e cle a rly in mi n d t he five s t ep s in

t he t a ct i c s o f se lling th e y a re a g a i n l i s t e d
,
I . S e cu ri ng an I nt e rv i ew .
2 . D i ve rti n g Pros p e ct s I n t e res t t o my Prop os iti on

’
.
3 . R eo r g a n iz i n g t he St r at e gy .
4 . Pr e s e n ti n g t h e Pr o p o s it i o n .
a . S ecu r i n g Con victi on .
b H an dli n g Obj e cti on s

. .
c A rou s i n g D e s i r e
. .
5 Cl
. o s i n g t he S a l e .
THE NE E D FO R RE O RG A N I! I NG ONE ’
S S TRA TEGY
B efore t he c a ll t he s a l es m an ha s a ccumul ate d as
,
much i n fo rm ati on as p o s s ibl e con ce rn i n g t he p e rs on

a lity , i n t e res t s a n d n ee d s o f t he p ro s p ect Up on thi s
, .
he h a s b as e d his S t r at e gy On ly t o t he e xt en t th at t he
.
i n fo r m ati on is c o rrect a n d a mple c a n his s t r at e gy b e

a d equ at e Du r i n g t he i n t e r v i ew th e re is a n o pp o rtu n ity

.
t o a dd t o his k n owle dge an d t o ch e ck up wh a t h as b ee n
o bt a ine d And th e re is t he furth e r opp o r tu n i ty t o

.
se cu r e t he i n fo rm at i on fi r s t h a n d .
It m a ke s n o di ff e ren ce how p ai n s t a k i ng t he p re limi ~

~
n a ry i n q ui rie s h av e b een all a s p e ct s of t he pro s p e ct s

’
i n t eres t s a n d b e h av i o r h ave not b ee n a s ce rt a i n e d an d

p ro v id e d for In c on se q ue n ce t he s a le s m an mu s t b e
.
,
p re p a r e d t o a lt e r his s tr a t e gy a s t he n ee d a r i s es For .
e x a mp le M r S a l e s m a n may h a v e pl a n n e d t o b a se his
, .
i n cite me nt s tow a r d i n fl u e n ci n g Mr Ad a m s up on t he .
l att e r s l ove fo r his Wi fe on ly t o di s cove r a ft e r m eetin g

’
, ,
M r Ad a m s th a t his w i fe di e d a wee k a go Or he may

.
, .
h ave pl a n n e d t o se ll M r B r own i n s u r a nc e in o r d e r t o
.
c ov e r a m o rtg a ge o n his fa rm on ly t o find th at B rown ,
has s old his fa rm an d h a s b o ught an a n n uity w i th t he

proc ee d s The wh ol e pl an mu s t b e ch a n ge d in s t a n tly
.
,
e l s e Mr S a l e s m a n will h a v e t o r e ti r e dis c omfit e d

. .
The m o re u s u a l S itu ati on i n vo lve s t he n e ces s ity n ot ,
a s in t he a b o ve c a s es o f a c o mpl et e ch an g e o f S t r a t e gy ,
but o f t he re o r g a n iz ati on o f ce rt a i n p o rt i on s Fo r e x a m .
p le Mr B e rr y s pl an is t o s e ll s u fli c ien t i n s ur a nce i n
’
, .
a dditi o n t o wh a t M r C en t e r h a s (t o t a l u n k n own ) t o
.
p rov i d e a n i n c o me of $ 200 a m on t h for Mrs Ce nt e r in .
t he c a s e o f his d e ath Du r i n g t he di s cu s s i on M r Cen t e r .
”
re fe rs t o his s on a s my s on i n s uch a way as t o i mply
th at Mrs Cen t e r is his se con d wi fe a n d n ot t he m oth e r
.
o f h is b o
y I n s uch a. c a se t h e p r o p o s i,t i o n o f p r o v i di n g
s e p a r a t e ly fo r wi fe a n d s o n m a
y b e much m o re i n t e r
e sti n g . Du r i n g t he i n t e r v i ew th en t he s a le s m a n mu s t
, ,
r eo r g a n ize in his mi n d t he s p e cifi c p rop o s iti on he is t o

m a ke a n d a l s o he mu s t utiliz e i n cit e men t s a s t o t he
,
fath e r s lo ve fo r his b oy , p os s ibly in a mo s t i n di rect an d

’
t a ct ful m a n n e r, h in ti n g at t he fa ct th at i n c as e of his
d e ath his b oy will re a lly b e an o rph a n .
Wh at a re s o me of t he fa ct o rs invo lve d in reorgan iz

in g t he s t r at e gy of s e lli n g ?
The s a le s m a n mu s t o b s e rv e as m an y d e t a i ls a s p os
sibl e c on ce rn i n g t he a rticles in t he p r os p e ct s o ffice his ’
a pp e a r a n c e an d m a nn e r his re l ati on s hip w ith his

,
e mpl oy ees an d his re s p o n s e s t o t he s o l i cit at i on

, .
UT I L I! A TI O N OF OB JE CT S IN P R O S P E CT ’
S O FF I C E
Whi le w ai t i n g fo r t he pros p e ct t o loo k up o r du ri n g ,
t he i n t e rv i ew t h e s a le s m an s h o u ld c a re fully n ot e t he
,
v a r i o u s O bj e ct s in t he o ffi c e H a rr i n gt on in Le s s on I I
.
m ad e goo d u s e of t he c o mb b a ck Wi n d s o r ch a ir th at
-
he di s c ove r e d in Ald e rs on s office : a ls o O f t he pictu re

’
O f R oose v e lt on t he w a ll a n d o f t h e p hoto o f Ald e r s on s

’
s on on h is d es k . In a s imil a r wa y y e a r s a go t he wri t e r
, ,
was d i v e rt e d from di s mi s s i n g a s a le s m a n by t he l att e r s

’
re fe re n c e t o J ame s s P s y c hology lyi n g on t he d es k

’
.
d
Nea r ly e ve ry man h a s on e o r m o re O bj e ct s on his

d e s k or t he n e a r b y w a ll i n dic at i v e o f his i n t e res ts
- .
Th es e s h o uld b e n ot ed b ec a u s e re fe ren c e t o th e m in
t he p ro p e r way wi ll pr a ct i c a lly a lw a y s d i ve rt t he in
t e re s t of t he pro s p e ct fr o m wh at he is d o i n g Thi s fa ct.
is we ll re co g n i z e d by s o me profes s i on a l buye r s who t e

c e iv e s a l es m e n in a s m a ll r oo m w i th a b s o lute ly n oth i n g
in it but a s m a ll t a ble a n d t wo ch a i r s .
Up on c a lli n g rec en tly o n a city s up e r inte n d en t o f e du

c at i on I n ot i c e d a s m all b oo kc a se a lm os t e n ti re ly fille d
,
with b oo k s on v oc ation a l guid an ce Th at wa s s u fficien t

.
he c an utiliz e i t in t he way d e s c r ib e d h e re Oth e rw i se .

,
o n e s h o uld b e c h a ry a b o ut u s i n g t he h o bby as an o p en
in g we dge .
S I! I NG U P TH E P RO S P E CT
Thi s t op i c h a s a l re a dy b ee n c on s i d e re d i n Le s s on
XIX Re v i ew t he m ate ri a l th e re at thi s p oi nt
. .
Wh en e v er t he w r it er fa ces th i s p robl e m O f qu i ckly

s izing up men ,he re c a ll s t wo me n he met durin g his
a rmy e xp e r i en c e The fi r s t on e was s h o rt an d r at h e r
.
s t o ut with s c a rce ly a h ai r on his h e a d a lth ough he

, ,
wa s n ot thi rty His feet an d h an d s we re en o rmo u s

.
,
his e a r s s tuck o u t at ri ght a n gl e s his n o s e wa s ve ry ,
p romi n en t a n d his ch i n c or re s p on di n gly we a k On

, .
c o mi n g in he n e a r ly fe ll ov e r t he ro ugh d oo rs ill i n t he
b a rr a ck s an d up set a ch a ir b efo re he fi n a lly was s e at e d .
The se c on d man o f a b o ut t he s a m e a ge wa s ove r s ix

, ,
feet o f fi n e athl et i c build a n d of h a n d s om e a pp e a r a n ce

, ,
—t he ki n d o f m an on e l ov e s t o me et I b el i eve a ll men
.
wo uld loo k up on t he fo rme r a s a v e ri t a ble s i mple t on

a n d t he l a tt e r a s v e ry i n t e lligen t
. Y et t he fo r me r
.
O bt a i ne d a lm os t a p e r fe ct s c o r e in t he a rmy i n t e llige n c e
t e s t a n d t he l att e r wa s b e low t he a ve r a ge of e n li s t e d
men Att en t i on t o a pp e a r an c es wo uld res ult in fa ilu re
.
t o h an dl e b oth o f th e s e men The fo r me r wa s i n t e re st e d

.
in a lm os t a n y p r ofound s ubj e c t wh e re a s t he l att e r

,
c o uld n ot u n d e rs t an d an y but t he s imples t .
If a s a le s m an wi s hi n g t o s e ll t o e ach o f th e m c o uld
di s c ov e r b efo re h an d wh a t e a ch was i nt e re s t e d in he ,
c o u ld b e s ucc es s ful with o u t p a yi n g a n y a tt en ti on t o

th e ir a pp e a r a n c e Fo r he c ou ld c o u n t on m oti v ati n g
.
h is s al e in t e rm s o f th e i r i n s ti n ct ive i n t e re s t s plu s th e ir
acq u i re d i n t e re s t s The unc outh fe ll ow h ad m an y of

.
t he l att e r ; t he fin e-l oo k in g gen tl e m an ha d s c a rc e ly an y
exc e p t th os e c on n ect e d w i th his own pres t i ge a n d girl s .
For t he purp ose of se ll in g S i ze up t he pros p e ct in

,
te rm s of his i nt e re s ts an d ut i li ze th e m i n s e llin g .
Ne ve r m i n d t he o u t w a rd a pp e a r an ce o f t he b o dy th a t
h o u s es th ese i n t e re st s .
RE LA T I ON S HI P OF TH E S ALE S MA N TO THE P RO S P E C T A ND
TO HIS E M P LOYE E S
I n s o me c ases a pros p e ct w i ll att empt t o fright en a

s a le s m an by s i mul at i n g a cro s s t on e o f v oi c e .B ut i t
is e xt reme ly difli c u lt t o c onti n u e u s i n g a t on e n ot in
h a rm ony wi th one s re a l a tt itude an d s oon e r or l at e r
’
,
t he a s s um e d t on e will ch a nge t o t he n atur a l o n e .
S o m et i mes t he re a l ch a r acte r o f t he pros pe ct c an b e

d et e r mi ne d fro m t he att i tud e a s s ume d t ow a rd him by
his s ub o r d i n at es . S o m e on e h as r ec o r d e d i n th i s c on
n e c t ion t he c as e o f a buy e r who a pp e a r e d m os t gr u ff i n
h is m an n e r t o t he s t r an ge s a le s m an But t he O ffi ce b oy
.
on e n t e r i n g t he roo m s h owe d n o S ign o f t re p i d ati o n .
The s a le s m an t a kin g his c u e fro m t he O fli c e b oy we nt

, ,
a h e a d a s th o ugh he h a d re c e iv e d a fr i e n dly g ree t i ng
a n d o bt a i n e d t he o r d e r fo r which he h a d c o me .
D ETE RM I N A T I ON OF WHA T IS I N TH E P RO S P E CT S ’
MI ND
It is a b s o lut e ly es sen t i a l t o h a v e a fa irly good ch eck
on wh a t t he pro s p e ct is th i n ki n g a b o ut o th e rw i s e we
,
c an h a v e n o id e a o f wh et h e r we a re o n t h e r igh t t r a ck
o r n ot . Thi s kn owled ge c an b e o bt a in e d o n ly by O b
s e rv in g t he resp on s e s t he pros p ect m a k e s t o o u r s o l i c i
t at ion s , a n d th en i nt e rpret i n g wh at th ey mean The .
m i nd of t he pro s p ect c a n n ot b e s een nor c an i t c om

,
mu n ic a t e wh at it c on t a i n s di re ctly t o an oth e r The .
on ly wa y it s c o nt e n t s c a n b e kn own is thr o ugh t h e
o n o f u s s —
m v e me t m cl e e ith e r in s p eech or wri t in g or in
ge s t u re s .
Th e re is n o s c i ence of mi n d re a d in g t o day But -

.
a n yo n e who c a res e n o u gh c an t r a i n h i m s e l f t o u n d e r
s t a n d oth e r s p r e tty w e ll Y ou u n d e r s t an d y ou r fath e r

.
O r m oth e r o r w i fe o r chum s o th at y o u d o n t h a v e t o do
’
much t a lk i n g Y o u kn ow from th e i r gen e r a l m an n e r

.
wh at th ei r att itud e is In t he s a me way th ro ugh p rac

.
,
ti c e on e c an a cqui r e s imil a r s kill with m an y p ers on s .
Occ a s i on a lly y ou meet a m an who kee p s a s tr a ight

fa c e a n d won t t a lk
’
. Such s ee m t he h a r d es t O f a ll t o ‘
h an dle But c a re ful att en ti o n t o oth e r p a rt s O f th e i r

.
b o dy th an th e i r fa ces p a rtic u l a r ly t o th e i r h an d s will

, ,
o ft e n r e v e a l wh e th e r th e y are a g r ee i n g with
y o u o r n ot .
U s u a lly a ctive i n te res t is s h own by t he h a n d s b e in g

h e ld s t i ll i n di ffe ren c e is ch a ra ct e r ize d by idle m ov e
,
men t s whil e O pp o s iti on is s h own by r a pid j e r ky

, ,
mo ve men t s .
S U MMA RY
F a cility in reo rg an i z i n g on e s s o licit at i on s d e p en d s
’
up on t wo t hi n g s : p r evi o u s p re p a r a ti on a n d O b s e r v a
,
t ion o f t he p ros p e ct an d his s u rr o u n di n g s If one ha s

.
o nly on e p r o p os iti o n in mi n d on e c a n n o t s w i tch fr o m

,
i t an d m a k e up an oth e r on t he s p u r of t he mi n u t e It .
is e s se n t i a l th at in a dditi on t o on e s c a re fu lly pl a n n e d
’
S tr at e gy th e re b e a lt e rn ative pl a n s in mi n d whi c h c a n
b e utili z e d i mme di at e ly if t he n ee d a r i s e s An d on e .
b uy ? ( 3 ) Wh a t a pp e a l s will B r own h av e t o p res en t t o

H a rtley ?
Writ e ou t t he s a les i n te rvi ew a s y ou thi n k i t s ho uld
p roc ee d u ntil B r own has outlin e d his pro p o s iti on t o
H a rtle y an d h as c ommen c e d t o en l a rge up on t he d et a i l s
of t he p r o p os iti o n
. Do n ot fo r get th a t B rown mu st p ro
v i d e for a t r a n s ition fro m H a rtl ey s c on ve rs at i on with
’
his s i s t e r t o B rown s p r op os iti on

’
.
LE SS ON XXV I I I S ECU RING C ONV ICT I ON
.
ONE PHAS E OF TH E F OU RT H
TACTICAL STE P
Our st r a t e gy o f s e ll i n g i nvo lves c on v i n c i n g t he p ros

p ec t thro ugh t he u se o f i d e a s an d a ro u s i n g i mpul ses
thro ugh i nc i t e men t s A s o utl i n e d in Le s s on XXVI I
.
,
thi s is l a rge ly a cc o mpl i s h e d i n t he fo u rt h t a ct i c a l s t e p

Pres en t i n g t he Prop os it i on Th i s i nvo lves :
.
I. S ecu r i n g Con v i cti on ( d i s c u s s e d in th i s les s on) .
2 . H an dlin g Obj e ct ion s ( L e s s on XXIX) .
3 . Ar o u s i n g D es ir e ( L e s s on XXX )
.
B ec a u se th e se th r ee p h as e s of t he fou rth t a ct i c a l s t e p
mu s t n ee d s b e c on s id e re d in s e p a r at e l es s on s do not,
th e re by c on clud e th at i d e a s S h o uld b e p re s en t e d fi rst ,
o bj e cti on s a n s w e re d s e c on d a n d inc i t e m en t s i ntro duc e d

,
l as t Id e a s a n d i n cit e men t s mu s t b e i n t e rwoven wh i l e

.
,
o bj e ct i on s mu s t b e h a ndle d wh e n e v e r th e y a pp e a r .
THE P A RT RE A S ON I NG PLA YS IN S E LLI NG A MA N
Lon g b efo re Pl at o a n d A ri s t otl e t he Gree k s ha d de

,
c i d e d th at t he m i nd wa s goo d an d t he b ody (em ot i on s )

ev i l
. Th a t V i ew s till g r ip s t he p eop l e of th i s cou n try .
We s ee i t re fl e ct ed in blue l aws a s t o wh at c an an d c an
n ot b e d on e o n S u n d a y an d in m an y ot h e r w a y s M any
.
b e li e v e th at an yth i n g th at g i ves ple a s u re e ve n i nn oc en t

,
pl eas ure is p er s e wron g An o utc ome of th i s s a me

, .
400 TH E PS Y C HOLOGY O F
philos oph i c a l p oi n t of v i ew is t he c ommon pe rs u as ion
( rea lly a se l f d e lu s i on) th at man n e ve r d oe s an yt h in g,
-
e xc e pt on t he b as i s o f re ason Our t e xtb oo k s on ec o

.
n o mic s h a ve d e v e l op e d m a n y of th e i r th e o ri e s on th i s
a s s umpti o n .A n d on ly m os t rec en tly ha s an y ec on o

mi s t ch a llen ge d t he vi ew ‘
.
Thi s b ook has e n d e a vo re d t o S h ow t h a t man is in

flue n c e d ve ry much mo re by i n s t i nct s th an r e a s on s
—
.
The re a l b a s i s o o u r li fe t he fo u n t a i n he a d O f ou r
f ~
d es i res a n d as pi r ati on s ou r pl e as ures an d woes is

,
—
fou n d i n ou r i n s ti n c t s .
But b e c a u s e o f t he pre v a le nt v i ew of t he eve ryd ay

ma n th a t he r e aso n s o u t wh a t he is goin g t o do we mu st ,
t a k e thi s i nt o acc ou nt in s e llin g We mu s t a lwa ys a s .
s um e in o u r wh o l e a ttitud e t ow a r d h i m th a t we presen t
o n ly r e a s on s a s t o why he s h o uld buy an d we e xp e ct ,
th a t he will buy b e c a u s e he ha s b e en i n te llectu a lly c on

v in c e d . Th i s is a b s olut e ly e s s e n ti a l fo r if he th ought ,
we we r e a pp ea l i n g t o his e m oti on s he wo uld b ec o me

v e ry i ndign an t an d t he s a le would i n a ll p rob a b i li ty b e
los t .
It is furth e r ne ces s a ry th at re a s on s b e s uppl i ed t he

pros p e ct i n o rd e r th a t he ma y b e a ble t o j u s ti fy his
a cti o n t o h i m se l f as he thi n k s t he m a tt e r ove r l at e r
on a n d a l s o a s he t a lk s it o v e r w i th his w i fe a n d fri end s .
M any a s a le h as b een l os t b e c a u s e t he hu s b and h as

”
b ee n o ut a r gu e d by his wi fe Ammu n iti on mu st b e .
s uppli e d t o t he p r o s p ect fo r s uch e n g a ge m e nt s .
Thu s i t is ess en ti a l th a t t he p ros p e ct b e a pp e a le d t o

,
t hrough re a s on s Ju s t t he s a me we know th a t t he
.
,
re a l c a u s e of his fi n a l a ct i on d e p en d s up on his in st in c
1 Fo x mpl se C H P k
re a e, e . Th C u l L b o
. ar er, e d Oth E y 1920
as a a rer an er ssa s , .
402 THE PSYCH O L OGY or
l
s a oo n t raflic And he en d e d up wi th s a ying th at t he
.
Re public an c an did at e h a d a broth e r who wa s a di re ct o r

of a br ew i ng c omp an y . So I a g re e d t o s upp ort
Rob e rt son .
The fi rst i d e a pres ent e d by my fr i end (t o s cr atch t he

R epublic an t i cket ) was unn ec es s a ry b ec a u s e I wa s not
,
a R e publ i c a n . But t he s ec on d id ea ( Rob e rt s on was a

p ro h i b it i on i st ) wa s es sen t i a l Th at ha d t o b e es t a bli s h e d
.
b efore I wo uld b e c on v i n c e d he wa s t he man t o vot e

for An d i t wa s e s t a bli s h e d th ro ugh t e ll i n g me th at
.
Rob e rt s on h a d a lw a y s b ee n a t ot a l a b s t a i n e r ( I a lre a dy
b e l i ev e d t ot a l a b s t a i n e rs s upp ort d ry m e a s u res ) th at
,
he was a s i n c e re chu r ch m e mb e r ( I a l re a dy b e l ie ve d
s uch w e r e s upp o rt e r s o f d ry m e a s u re s ) , a n d th at Rob
e rt s on ha d a lw ays s upp o rt e d t he p r o h i biti on c a u s e ( I
a lre a dy b e li e v e d my fr i e n d t o ld t he t r u th ) . Th at s et
t le d on e s i d e o f t he pr o p o s i t i on But how a b out his
—
.
o pp on en t did he s upp ort t he d ry p ro p o s i t i on ? The

s t a t e m en t th at h is b roth e r wa s fi n an ci a lly i n t e res t e d
in b ee r c onv i n ce d me he was n ot t he m an I w an t e d ,
b e c a u se I b e l i eved th at a man would n ot in j ure his

b rothe r s fi n an ci a l i nt e res t s I was c on v ince d th ro ugh
’
.
t he pre s e n t a ti on o f a n e c e s s a ry i d e a wh i ch h a d b ee n
e s t a bli s h e d a s s o u n d b e c a u se o f it s cl os e c onn ect i o n t o
i d ea s a l re ady a cce pt e d a s true an d through t he elimi

n at i on o f t he on ly c o mp eti n g id e a by s h owin g th at it
ran co u n t e r t o a n a l r e a dy e s t a bli s h e d b e li e f .
1 P r e s e n t a ti on of N e c e s s ar y I d ea s
. . W h at t he
nec es s a ry c on vict i on s are s h o uld b e d et e r m i n e d b e fo re
c a lli n g up on t he pros p e ct (t he th i rd s t e p o f t he s tr a te gy
of s e lli n g) . Th e se c on v i cti on s wi ll i n clud e ( a) a gen e r a l

not i on of i ns u r an c e ( p os s es se d by m ost men t o -day ) ,
( )b d et a i l e d n o t i on s o f t h e p a rt i cul a r p o licy (,c ) c on
cret e p i ct ures of t he s e rvice it will ren d e r a n d ( d ) de fi

,
n ite i d e a s of j u s t wh at mu s t b e d on e t o s e cu re th e s e
se rv i c e s b e e x a m i n e d p a y s o much a y e a r et c
, , .
“ ” “
Wh at do I ge t out o f i t ? an d Wh at h av e I got t o
”
do ? a re e v e r p r es e nt qu e s ti on s in t he mi n d o f t he
-
p ro s p ect Th en t oo he h a r dly c an b e c o me e nt hu s ias

.
, ,
tic un til he see s h i m se l f ( in his im a gi n a ti on ) e n j oy i n g

t he s e r v ic e pict u r i n g t he d e light his wi fe w i ll
S h ow in k n owi n g h e r s e l f a n d child r e n wi ll b e t a k e n c a re
o f if s o m e thi n g h a pp e n s t o him .
In a dditi on t o thi s t he a v e r a ge b uy e r will w an t de

,
t ail e d i n fo r m at i on on s om e o th e r p o i n t . Th rough
h a v i n g a t le as t on e p o i n t gon e i nt o in d e t a il a n d cl e a rly
e xp l a i n e d , he b e co m es c on vi n ce d th at he h a s int e lle c
t u ally e x a m i n e d t he p r o p o s iti o n a n d fo u n d it s o u n d .
Fo r e x a mple on e pro s p ect will w an t t o kn ow why

,
th e re a re pre m i um s ; a noth e r why on e p o licy c os t s

m o re th an an oth e r A lo gic a l p res en t at i on of t he an
.
s w e r t o s uch qu e s t i o n s a i d s v e ry d e cid e dly in l e a di n g
t he p ro s p e ct t o fee l th a t t he wh o l e s a l e h a s b ee n c o n
du c t e d on t he s a me b a s i s a n d furth e r m o re he is qu i t e
, , ,
l i k ely t o u se thi s i n fo r m ati on i n di s cu s s i n g his a ct i on

with his fr i e n d s .
2 . E s t a b li s h m e n t of t h e s e N e c e s s a ry I d e a s .Id ea s
a re a cc e pt e d a s t r u e o r n ot ,d e p e n din g upon how th e y
fit i nt o t he a l re a dy es t a bl i sh e d b e li e fs O f t he pros p ect ,
as d es c ri b e d a b o v e . B e c a u se thi s is s o we h a ve s t i ll
,
a n o th e r c a u se fo r s t a rti n g o u t w i th a p ro s p e ct s i nte r
’
est s . Fo r th e n we a re li n k i n g wh at we s ay a b out in
s u r a n c e t o id e a s a l r e a dy a cc e pt e d a s t r u e a n d w o rth
while Ald e r s o n ( Le s s on I I ) wa s c on v i n c e d of t he
.
L l
404 T H E PSYC H OLOGY O F
v a lue of H a r ri n gt on s prop os it i on b ec a u s e he s aw i t
’
d i d wh at a tru s t c omp an y d oe s an d in a ddition it in

clud e d fe atures th at n o t r u s t c omp an y c ould pres e n t .
The s a me a r gume n t p re s e n t e d t o a man ign or ant o f

tru s t c o mp ani es wo uld b e futile b ec a u se t he n ew id e as
c ould n ot b e lin k e d t o old id e as an d s o acce pt e d as
true ( B e a r i n mi n d a ll t he p oint s m a d e i n Les s on
.
XV a s t o s ecu r i n g i nt e re s t Th ey all a pply wi th e qu al

.
for c e t o s ecu r i n g c on victi on We n e ve r a cce pt a new

.
id e a u ntil it h a s b een s e cure ly att ach e d t o old i d e a s in

which we b e li e ve ) .
In a s i mil a r wa y b e a r i n m i n d t he p oi nt s m a d e in
,
L es s on XVI on h a b it s If t he n ew id e a c an b e led ou t
.
“ ”
o f a lrea dy e s t a bli s h e d e xp e ri e n c es ( t o b ogg a n met hod
o f c o nv i nci n g ) or c a n b e s o p res e n t e d th at t he pros p ect
,
cl a s s ifi es i t i n a cl as s t o which he res p on d s favor a bly

“ ”
( for ci n g fa vo r a ble cl a s s ific ati on m eth o d ) i t will b e
,
re act e d t o a s d es i re d B oth th ese meth o d s a re b ase d

.
—
up on t he s a m e p s ych ol ogic a l p r i n ciple n a me ly t o es ,
t a b lis h t he n ew id ea in t he mi n d o f t he p ros p e ct in t e rm s
O f a lre a dy a cc e pt e d i d e a s The t wo m eth od s difler

.
only i n t he o rd e r o f pre se nt a ti on In t he c ase of t he

.
“ ”
t ob ogg an meth od t he re a s on s are g i v en fi rs t an d
, ,
wh en a g ree d t o t he p rop os i ti on is th en re v e a le d ; in t he
“ ”
c as e of t he for cing fav or a ble cl a s s ific a t i on meth od ,
t he p rop os i t i on is s t at e d at t he s t a rt an d th e n t he re a
s ons a s t o it s v a lu e a re a dd e d .
The ex a mple a lre a dy u se d s eve r al t i mes of l e a d i ng

, ,
a pros p e ct fi rs t t o th i n k a b o ut t he ch eck he g i v es h is
w i fe ev e ry m onth an d fi n a lly t o thi n k a b out a ch eck

th at will co me j u s t as re gul a rly a ft e r he is gon e is a ,
“ ”
fin e i llu str ati on of t he t o b o gg a n m eth od If t he
.
406 THE PSYC H OLOGY O F
is one t h at m a kes a d efin it e i mpress i on th at exclud e s ,
e v e ryt h i n g e l se
, a n d th at b uild s th i s i mp res s i on on
we ll-known exp e ri e n c e d fa ct s in t he li fe o f t he p ros p ect .
Supp os e I a m c a lli n g on M r H a rdy a y ou n g bu s i nes s

.
,
man wi th a n i n c om e of a b out I h av e figu re d

he s ho uld t a ke ou t a n e n d owm en t p ol i cy m atu r i n g at
s i xt y-fiv e wh i ch will p r ovid e a n i n c om e t o his W i fe o f $ 100
a m on th fo r tw e n ty y e a r s Now if I go in an d t alk
.
o f i n s ur a n c e I ll prob a bly kn oc k him cle an

’
”
o ve r . Th i s is t r u e a lth ough H a rdy may b e han
d lin g fu n d s o f th at a m ou n t an d t a lk i n g a b out bill i on
d o ll a r c on g res s es But i n st e a d of m a ki n g s uch an
.
a ppro ach I s ay t o h i m
, a ft e r O p e n i n g up t he s ubj e ct
, ,
“
Wh at is t he le a s t y our wi fe co uld live on if ev e ry
th i n g wen t w ron g ? I l e a d h i m t o th i n k of t he a m o unt
o f inc o me he s h o uld p r o vid e an d he d e cid e s t he a m o un t
,
fr om his own e xp e ri e n ce Supp os e th at t he a mou nt is

.
“
e s t a bli s h e d a t a ye a r I may th en a s k Wh a t
.
,
p ro p o rt i o n of y o ur s h o uld y o u s a v e e a ch y e a r
”
for e me rgen c i es an d O ld a ge ? Po ss ibly h e ll a dmit ’
s o meth i n g lik e 1 5 p e r c ent or $ 7 5 0 , B ut he may go

.
fa rth e r an d a dd th at th ough he re a l i ze s he s h o uld s a ve

, ,
he n e v e r h a s b ee n a bl e t o m a n a ge i t I th en h ave t he
.
O pp o rtun ity o f s h owi n g him th a t he c an s ecu re an
i n c o m e of a y ea r for 10 p e r ce nt of h is i n c o m e ,
n ot 1 5 p er c ent . He c an t d en y t he nee d fo r
’
a y e a r for his wife for he h i m s e l f est a bl i s h e d t he

,
figure a n d t he 10 p er c en t is aw a y b elow wh at he
,
has a dm i tt e d he s h ould s a ve A fte r a ll thi s is e st a b

.
lis he d I c an t a lk a b out his h a vi n g an e st at e o f

,
fo r a b out $ 5 00 a y e a r—a n es t at e which give s his wi fe

$ 100 a month fo r twen ty y ea r s if he d i e s or p rov i d es ,
S E L LING LI FE INSU RANCE 4 7
0
t he s a me i n c o m e fo r hims e l f an d his wi fe if h e li v e s
t o a ge 65 .
It is not t he i d e as th e m s e lve s s o much th a t c o u n t

, , ,
but t he wa y in which th e y h a ve b ee n led ou t o f t he

p ro s p ect s o wn e xp e ri e n c e
’
.
3
. Eli min a t ion of C ou n t e r I d e a s ( O b je c t i on s a n d
Ex c u s e s ) If t he t ot a l S i tu a ti on which h a s b ee n p re
.
s e n t e d t o t he p r o s p e ct c o nt a i n s t e n it e m s a n d e ight ,
it e m s le a d t o t he re s p on se of t a k i n g t he p o licy a n d t he
r e m a i n i n g t wo do n ot it is n e c es s a ry t o e limi n at e t he
,
e ff e ct o f th e s e t wo c o unt e r i t e m s in s o m e wa y o r oth e r .
Fo r th e ir p re sen ce l ea d s t o an u n d es i r e d re s p on se an d ,
t he p r e s e n c e o f t wo c o mp et i n g r es p on ses c a u s e s flu c
t u at io n a n d i n d e c i s i on Th e re a re three w ay s of a c
.
c o mpli s h i n g thi s : fi r st di s c ove r wh at t he troubles om e

,
it e m s are an d re direct t h e i r e ff e ct through link i n g th e m

up w i th e s t a bli s h e d c on vict i on s ; s e c on d a dd s till m o re ,
r e a s on s s o th at t he t ot a l s itu at i on cont a i n s fi ft een

,
it e m s th e n re v i ew t he thi rt ee n d es i r a ble on es a n d
,
ign ore t he oth e r t wo a n d t he p ro s p ect may t hu s l os e

,
t r a ck o f th e m ; thi r d p owe r fully mot i v at e t he d es i re d

,
res p on s e pl ay up t he e ight d es ir a ble i te m s an d mi n i

, ,
mize t he t wo u n d e s i r a bl e on e s .
The fir s t meth o d is t he b e s t one fo r t he u n d es ir a ble

,
e l e m e n t s a re t r a n s fo rm e d int o a ct u a l a id s But t h i s is .
n ot a lw a y s p os s ibl e . Fo r e x a mple y o ur p o licy ma y ,
c os t m o re th a n a p r a ct i c a lly id en tic a l p ol i cy o f a c o m
p e ti n g c omp a n y a n d your s t ock a rgume n t s h ave n ot
c on v i n c e d t he p ros p e ct O r a g a i n y our p ros p e ct is
.
,
s imply luk e w a r m t o y o ur m a i n p oi n t d es p i t e a ll y o u s a y .
Fo r e x a mpl e in t he i llu s tr at ion g i ve n a b ove i t m a y b e

, ,
th at M r H a r dy ha s j u s t ha d a rumpu s with his wi fe

.
b e c a u s e of he r c a re le s s n e s s in k e e pi n g he r a ccount s an d
b e c a u s e s he h a s a g a i n ov e r d r awn he r acc ou nt He will .
giv e n o hi n t of thi s fa ct But due t o it he will re b el

.
a g a i n s t t he i n c o m e id e a b e c a u se t he t wo a re n ow li n ke d
t o geth e r in his mi n d If y ou c ould get at t he int e rfe r

.
in g id e a y ou c o uld di s p os e of it by s h owi n g th at t o
,
p rovid e a mon thly i n co me t o s uch a w i fe is fa r b ett e r

th a n t o le ave he r a lump s u m o r n ot t o le a v e he r an y
thin g But as a l re a dy s a id t his is ju s t wh at y ou c an t do
.
,
’
.
The s ec on d m e th o d is t he p oo res t o f t he three It .
is e xtre m e ly di ffi cult t o know wh e n y ou h a ve dri ve n

an i n t e r fe r i n g i d e a o u t o f m i n d a n d y ou d on t kn ow a t
’
wh at m om en t i t may c om e b a ck It ma y fl as h i n t o
.
mi n d ju s t a s t he pros p ect s t a rt s t o S ign a n d t h en y o u

,
h av e t he t as k of d r ivi n g i t ou t t o do a ll o ve r a g ai n An d .
it is qu i te lik e ly t o c o me b ack a ft e r y ou are gone le a d ing ,
t o a c a n c e ll at i on o f t he p o licy in s o m e c a ses o r a res en t

,
fu l fee li n g t ow a r d y ou p e r s on a lly . Ne ve rth e les s thi s ,
is t he o n ly m eth o d of di s p o s i n g of c e rt a i n o bj e ct i on s .
In t he c a s e of H a r dy it wo uld wor k a ll ri ght for h is is

, ,
a t e mp o r a ri ly h e ld o bj e cti o n a n d m ay fa d e o u t e n t i re ly
by n ight wh en he get s h o me a n d en j oys t he goo d s u p

p e r hi s wi fe h a s a w a it i n g him .
The th ir d m eth o d is much b ett e r th an t he s ec ond .
H e re y ou e mp h a s i ze t he a cc e pt e d p o i n t s a s s t ron gly a s
y o u k n o w h o w ,i n cit i n g t h e p r o s p e ct a t t he s a m e t i m e
t o a ct i on a n d y o u re fe r t o t he i n t e r fe r i n g id e a s in a
,
c as u a l m an n e r as th o ugh th ey h a r dly c oun t e d a ny

, ,
way F o r e x a mple y ou may s ay M r H a rdy we h ave

.
, , .
,
e i gh t g oo d r e a s o n s why y o u s h o uld t a k e t he p ol i cy an d
t wo re a so n s why y ou thi n k y ou s h o uld n t t a k e t he

’
p olicy Let u s grant th at th ey a re v alid o bj e ct i ons

. .
4 1 0 THE PSYCHOLOGY O F
In o utl i n e fo r m t he p res en t at i on d e v el op e d as follows
S it u atio n R es p on s e
1 . I
b e he v e y o u h a ve a a . Y es (s t a rt s B a rn es
”
s on ? thi n k in g a b o ut his s on
—p a rent a l i n s ti n ct) .
“
Of c o u r s e, he ld B a rn e s di s cu s s e s s on
’
2 . s n ot O ,
” “
en o ugh to go t o c olle ge c o ll e ge , s on g o i n g
” ” “
y et , is he ? t o c oll e ge s on v e ry
,
m u c h in t e res t e d in
”
Wes l ey an .
Th at ’
s fin e .mu s t It c B a rn es th i n k s fu rth e r
.
b e a s o urce o f m u c h a b o ut his s on .
ple a s ure t o y ou t o fin d
yo ur little s on a l re a dy
i n te re s t e d in c o lle ge a n d
thi n k i n g d e fi n it e ly o f
go i n g t o c o llege I c ame .
t o s p e a k t o y o u a b o ut
yo ur s on M a y I s it
.
”
d o w n a m o m en t ?
( Fu rth e r d eve l op s n ec
e s s a ry id e as i n c i t e s
,
B a rn e s in te r m s o f his
l ov e for h is s on ut i ,
lize s a l re a dy a ro u s e d
i nt e re s t t o s e cure fu r
th e r p e rmi s s i on t o p re
s en t h is p r o p o s iti on ) .
“
F ro m wh a t y o u h a ve ( I
. B a rn es le d to t hink
j u st s a id I d on t n ee d fu rth e r of :
’
to as k o
y u if o
y u ( I ) s on ;
S ELLING LI FE INSU RANCE 4 1 1
S it u ation R es p on s e
b e li e ve in a c olle ge (2) s on g oi n g t o c ol
”
e duc a ti o n , et c .
( l in es l e ge ;
35 3 5 0)
-
(3 ) s o n w o uld b e n e
fit g r e a t l y b y
go i n g t o c o lle ge ;
(4) s on b ette r a b le
t o e a rn a liv i n g ;
( 5) s o n will t a k e a
high e r r an k i n
c o mm u n ity .
5 . I a m w i th t he H e arth e . E s t a b li s h e s id e a o f in
L i fe I n s ur a nc e s u r an c e ;
’
s t on e a l s o B a gl e y s
Co mp a n y an d am gl a d c o m p an y .
t o s ee fr o m o u r r e c o rd s
th at y o u a re i ns u re d i n
”
o u r c omp a n y .
“
6 . Y ou h a v e n t y et
’
I d o n t u n d e r s t an d
’
m a d e an y i n s u r an c e j u s t wh at y ou me a n
p rovi s i o n fo r y ou r s on s ’
( B a rn e s u n a bl e t o c om
“
co l le ge e d u c at ion , b i n e id e a s o f s on
”
h a v e y ou ? go i n g t o c o lle ge an d
”
(Now S t a rts t o c o mbi n e i n s ur an c e t oget h e r) .
“ ”
B a rn e s s id e a s o f s on
’
“
a n d c o lle ge w ith in
“
No I ne v e r h e a r d o f
’
I me an y ou h a ve n t .
”
t a ke n ou t an e duc at ion a n e duc a ti o n a l p o licy
”
a l po l i cy fo r y o ur b oy ( B a rn e s c a n t re a ct t o
’
.
t he n ew c o mb i n ati o n o f
idea s ) .
4 1 2 T H E PSYCHOLOGY OF
S it u atio n R es p o ns e
8 . Th i s is t he i d e a et c h B a rn es li s t en s a n d as
, . .
,
( B a gl e y i n t r o d u c e s h e d oe s s o his own i d e as
“
id e a s o f B a rn e s dy i n g d e ve l o p t o i nclud e t he
b e fo re b oy fi n i s hes c o l n ew id e a o f i n s uri n g his
” “
le ge an d e duc ati on a l s on g o i n g t o c oll e ge a n ,
p o licy i n s u re s t he b oy i d e a h ith e rto unthought

getti n g a c o lle ge e duc a of .
”
ti on .
H e re is t he i d e a l way t o p resent a prop os i t i on One .
i d e a a ft e r an oth e r is give n t o B a rn es B ec a u s e he is .
i n t e re s t e d the s e i d e a s g row an d d e ve l op within his

,
mi n d d et a il s b e in g a dd e d fro m ou t o f his own e xp e ri

,
enc es . The y are we ll motiva ted th ro ugh t ouch an d go - -
re fe r en c es t o B a rn es s love for his s on an d his g re at

’
i n t e r e s t in his Alm a M at e r Con victi on is s e cure d

.
th r o ugh t he e st a bli s hmen t o f t he n ew ide a ( i n s ur an ce

fo r his b oy s e duc a ti on ) in t e rm s o f B a rn es s o ld id e a s
’ ’
.
A SSI GN M E NT TO
1
BE P RE P A RE D B EFORE RE AD I NG
LE S S ON XX I X
Mr H a rry L a m on t p ro pri et o r of a hote l of 100 roo m s
.
,
in a s m a ll t own o f p op u l ati on h as b een s o ld a ,
t ot a l of o f i n s u r a n c e by M r H en r y P att e r s on
. .
L a mon t is goo d n a tu re d an d h as t a ken ou t on e o r t wo

th o u s an d a yea r b e c a u s e of P a tt e r s on s p e rs i st ent s olici
’
t at ion s L a m on t n ow figu res he h a s en ough i n s ur a n ce

.
a n d c o mb at s e v e ry a r gum e n t o f P a tt e r s o n by t he re
“
m a r k No I v e got e n o ugh Ten th ou s an d d oll a rs
, ,
’
.
”
will t a k e c a re o f my wi fe in goo d s h a p e P att e r son .
LESSON XXIX HANDLING OBJECTIONS —
. A
S ECOND PHAS E OF TH E FOU RTH
TACTICAL STEP
Du r i n g pr a ctic a lly e ve ry s al es i nt e r v i ew t he p r os p ect

will e xp res s on e o r m o re obj ecti on s t o wh at t he s a l e s
m a n h a s s a id . In a dditi on t he p r os p e ct may s i len tly
thi n k o ve r a dditi on a l O bj ecti on s which he may n ot
e xp r es s a t a ll . The p ro p e r h a n dli n g of th es e s po ken
a n d u n s p o k e n O bj e ct i on s is a v e ry i mp o rt an t ph a s e o f
t he t actic s o f s e lli n g .
In o r d e r th at o bj e ct i on s ma y b e p rop e rly h an dl e d it
is e xt r e m e ly imp o rt a n t th at th e y b e u n d e r st ood a n d
th at th e y b e an s we re d n ot n ec es s a r ily in t e r ms O f t he
o bj e cti on it s e l f but in t e r m s o f t he c a u s e th a t le d t o it s
,
c o mi n g i n t o t he m i n d o f t he p ro s p e ct .
In th e s e d ay s o f s c a r city o f s u g a r if I s ay t o
M rs St on e Hu b n er s h as s ug a r t o-day t he ch an c e s
.
,
“ ’ ”
,
a re s he will b e c on v i n c e d ( a s S he w a n t s t o b e li e v e thi s )
,
a n d s he will go t o t he g r oc e ry s t o r e . If h owe ve r she

, ,
“
r e pli e s t o my re m a r k by s ayi n g I s en t Mild re d t o t he
,
”
s t o re a n d s he c o u ld n t get a n y s u g a r I mu s t e limi n at e
’
thi s i n t e rfe r i n g id e a b e fo r e s he will b e c on v i n ce d Thi s

.
I c a n do fo r e x a mple by s a yi n g Y e s th ey will n ot
, , , ,
give s u g a r t o child ren But if y o u will go up th e re right

.
”
n ow y o u c an ge t s o m e fo r I j u s t got s o m e my s e l f
, . On
t he oth e r h a n d if M r G r ah a m is vi o l en tly o pp os e d t o
, .
Wil s on a n d I e xpl a i n why t he Tre aty of Ve rs aille s

,
s ho uld b e a d op t e d an d an s we r fully a ll his o bj e ct i on s ,
go i n g s o far as t o get him t o a dmit th at he is c on v i n ce d

( a lm os t a n i mp os s ib i lity ) he will n e ve rth e le s s n ot a c t
,
in s uch a way a s t o s upp o rt thi s c on vict i on To do so .
would ru n c ou n t e r t o his e s t a bli s h e d attitud e t ow a r d

Wil s on an d Wil s on s p olicies B e fo re I c an s ecu re his
’
.
o pe n s upp o rt I mu s t s upply a n e m oti on a l b a s i s fo r his

,
a ct i o n which is s t r on g e n o ugh t o re s ult in a cti on d es p i t e
his co nte mpt fo r Wil s on C on victi on th r ough a rgumen t

.
is o r din a ri ly n ot s u ffi c ie nt ; a re a l d es ir e t o p e rfo rm t he
ac t mu s t b e c r e at e d .
In o rd e r th e n t o c o nv i n c e a man c e rt a i n i d e as mu s t
, , ,
b e es t a bli s h e d in his mi n d an d c o u n t e r id e a s mu s t b e
e l i m i n at e d
. Thi s is a ll th a t is n e ce s s a ry in o rd e r th a t
a ma n will a cc e pt a n ew id e a a s tru e A n d if t he n ew .
id e a le a d s t o a n a ct i on which d o es n ot i n t e r fe re with his

d es ire s an d pu r p ose s we may expe ct th at a cti o n t o follow
,
whe n occ a s i on a ri s e s But if t he n ew id e a le a d s t o an

.
a cti on which r u n s c o u n t e r t o his d e s i r e s a n d i n t e res t s ,
a lth o ugh he is c on v i n c e d he will n ot ac t u n til he ha s

,
b een led t o d e s ire t o do t he th i n g Con v i n ci n g a m an .
a n d le a d i n g him t o a c t i n vo lv es as h a s r e p e a t e dly b ee n
,
p oi nt e d ou t ( I ) t he e s t a blis hmen t of n e ces s a ry id e a s

,
( Le s s on XXVI I I ) ( 2 ) t he elimi n ati on o f c o u n t e r i d e a s

,
( d i s cus s e d in thi s l e s s on ) an d ( 3 ) t he d ev e l o pmen t o f

,
i n sti n ctiv e d es i re s a n d e moti on s ( Le s s on XXX ) .
Wh at a re thes e c ou n t e r id e as ? How do th ey a ri s e ?
And how s h a ll th ey b e h an dle d ?
TH E N A TURE OF C OUNTE R I D E A S
A pros p ect s re m a r k s a re e ithe r fa v o r a bl e or u n fa vo r
’
a bl e t o my pro p os i ti on And his u n s p o ken th o ught s are

.
4 6
l
a so e ith e r fav o r a ble or un fa v o r a bl e In th i s les s on we
.
a re c on c e rn e d n ot with t he p r os p e ct s fa v o r a bl e r e m a r k s
’
o r th o ught s but with t he u n fa v o r a bl e on es

, It s h ould
.
b e not e d th at t he u n fa vo r a bl e th ought s a re j u st a s im
p o rt an t a s t he re m a r k s for s oo n e r or l at e r th ey will b e
,
e xpre s s e d u n l e s s th e y a re e limi n a t e d
, .
Why do s uch u n fa v ora bl e id e a s a ri s e ? Cl ea rly b e

c a us e o f fo u r g en e r a l c a u s es i e—
—
.
I. N ec e s s a ry i d e a s n ot e s t a bl i s h ed p ros pect not

i n t e re s t e d ; g i v es e xcu s e s
—
.
2. Out s id e i n fl u e n c es di s t r act pros p ect pros p e ct n ot

i n t e r e s t e d ; gives e xcu ses .
3 Con flict b etween id e a s o f s a l es m an an d c on victi on s

.
o f p r o s p e ct
— p ros p e ct i n t e re s t e d ; g i ve s obj ecti on s .
4 Con fl ict b etween c onvicti on s an d d es ires of p ros

.
—
p ec e p ro s p e ct i n t e res t e d ; u s u a lly g i ves excu ses .
Ex c u s e s a n d O b je c tion s . A s a g en er a l r ul e t he u m
fav o r a bl e re m a r k of a p ros p e ct who is u n i n t e res t e d o r
“
d i s t r a ct e d is of a gen er a l s ort s uch a s : I m not re a dy
,
’
” “
n ow t o c on s id e r t he m att e r I c an t affor d it n ow
’
, .
On t he oth e r h an d wh en t he p ro s p ect is i n t e res t e d t he

u n fa v o r a bl e re m
,
a r k is u s u a lly s p ec ifi c a n d dire ct e d at
“
s om e p o i n t m a d e by t he s a l e s m an s uch a s : , My wi fe
” “
h as m on ey of he r own , Wh at a dv an t a g e do I get ou t
” ”
of i t ? My bu s i n e s s will kee p my fa m i ly go i n g .
M os t wri t e r s on s e lli n g h a ve d e s ign a t e d t he u n fav or

a b le gen e r a l r e m a r k s of a p r os p e ct as ex cu s es wh e r e ,
as un fa v o r a bl e s p ecific re m a rk s a re d es ign at e d a s
objec t ion s .
A c a reful s tudy o f t he un favor a ble rem a rk s of a

pros p ect m a kes it cl e a r th at it is n ot a lw ay s p oss ibl e t o
t ell wheth e r a re m a rk of t he pros p ect is an obj e cti on o r
D o not ra is e objection s the p r os p ec t ha s not thou ght of .
The rule i n t he l as t p a r a g r a ph re fe rs o n ly t o th os e c a ses

wh e re y ou a re qu i t e s u re t he p ros p ect has a ce rt a i n
o bj e cti on in m i n d o r will fo rmul a t e it s oon e r o r l at e r .
The re is n othi n g t o b e g ai ne d by s ugg e st in g t o h im

a dditi on a l re as ons why he s h ould n ot buy even wh en
“ ”
y o u h a ve a v e r y goo d an swe r Good a n swe rs d on t ’
.
a lw a y s c o n vi n c e a pro s p e ct .
Av oid men tioni n g c omp etin g c omp ani e s . R efe r en c e

t o c o mp et i t o r s is p s ych o lo g i c a lly t he s a m e thi n g as s u g
es t in g a n o bj e ct i on t o b uy i n g In b oth c a s es y o u s u p
g .
ply a s econ d p o s s ibl e r es p on s e t o y o u r p ro p os it i on a n d ,
se lli n g is e s s e n ti a lly t he e lim i n at i o n o f a ll c o mp e ti n g
id e as s o th a t th e re is only on e thi n g t he pros p ect h as

b efore him t o do .
If t he pros p e ct i n tr oduce s t he s ubj e ct o f co mp et i ng

s a l e s m e n o r c o mp a n i e s a g r ee t o e ve ry d e t a il th a t is p o s
,
s i ble an d do it in a b ro a d m i n d e d -
gen e r o u s m a n n e r
, .
D o n ot ru n d own y o ur p rofe s s i on th at y ou may m a ke

a littl e m on ey . A ft e r y ou h a ve a g ree d t o e ve ryt hin g
y o u c a n, th e n pl a y up th a t e l e m e n t in y o ur pr o p o s iti on
which m a kes t he b es t s h ow i n g in c on tr a s t with t he

oth e r s . S ay a s littl e as p os s ible a b o ut t he i n fe r i o r ity of
t he c omp e ti n g p r o p o s it i o n a n d a s much a s p os s ibl e
a b o ut y ou r goo d p o i n t s . Th e n lea d t he s ol i c i t ati on

b ack t o yo ur m a i n p oin t s a g a i n The m ore c on ce rn
.
y o u s h ow a b o ut y o ur c o mp et i t o r t he m ore y ou i mply
t h a t y o u a re a fr a id o f him .
W i th th es e gen e r a l rule s o ut of t he wa y let u s n ow ,
c on s id e r m o re s p ecific met h ods of h andl i n g e xcu ses an d

o bj ect i on s .
4 9
I . HO W TO HA N D LE E X C U S E S W HI CH A R I S E W HEN THE
P RO S P E C T I S N O T I NTERE S TE D D U E TO TH E F A C T T HA T
,
TH E N E C E S S A RY ID E A S HA V E N O T B E EN G I V EN H I M
Th i s is of c ou r se e x a ctly t he c on dit i on wh i ch m eet s

, ,
t he s a l e s m a n at t he c omm e n c e m e n t o f his i n t e rvi ew ,
b efo re he h as ha d a n o pp ortu n ity t o e xpl a i n his p r o p os i

ti on The m att e r h as a l re a dy b een di s cu s s e d in L es s on
.
XXVI wh i ch s h ould b e re vi ewe d at th i s p o i n t

, .
B ut t he pro s p e ct ma y h a ve b een p rop e r ly d ive rt e d

t o t he s a l e s m a n s p r o p os iti on an d l at e r o n b e c o m e
’
un i n t e re st e d In s uch c a s es we may e xp ect h i m t o

.
i n te rr upt t he s ol i c i t ati on w ith u n fa v o r a ble re m a r k s o r

e xcu s e s The fa ct th a t a gen e r a l e xcu se is utt e re d is
.
s om et im e s t he fi r s t i n dic at i o n t he p ros p e ct h a s gi v e n
t h a t he h a s d r i fte d aw a y fro m t he i n t e res t he s h owe d
e a r l i e r i n t he t a lk .
The p ro p e r meth o d o f h an dli n g a ll s uch e xcu s e s is

i d en tic a l w i th t he t a ct i c s of di v e rti n g t he p ro s p e ct
o rigi n a lly fro m his wo rk t o t he s a le s m a n s p r o p os iti on
’
.
The e xcu se s h ould b e i gn o re d o r a gree d t o a s fa r a s ,
p os s i b l e a n d t he s a l e s m an s h o uld r e d oubl e his efl o n s

,
t o i n t e res t t he p ro s p e ct He s h o uld re a liz e a l s o th a t

.
t he i d e as an d i n c i t e me n t s which he h as a l r e a dy g i ve n
a re n ot a d e qu a t e an d he s h o uld b r i n g fo rth a n ew s et .
Fo r e x a mple Mr S a le s m an h a s p re s e n t e d a p ro p os iti on
, .
t o M r Ke ll ogg fe a tu rin g c o ll e ge e d uc at i on fo r his s on

.
,
e n d owm e n t in o ld a ge a n d p r o t e ct i on fo r h is wi fe
, in ,
c a s e of Kellogg s d e ath He re a lize s he h a d ge n uin e

’
.
i n t e res t a t t he s t a rt but wh i le e mph a s i zi n g t he i n co me

,
fe atu res fo r K e ll ogg s w i fe he is i n t e rr upt e d by t he

’
er c u s e , Yo u r p ro p os i ti on is an i n t e re s ti n g o n e but I ,
zg
g u es s I won t do an ythi n g n ow I h av e a ll t he in s u r
’
.
”
a n c e I n ee d a t pre s en t .The n atur a l li n e o f d ev e l o p
me n t wo uld b e t o a s k t he a m o u n t of i n s ur a n c e a n d
S h ow how i n a d e q u a t e it was in t e r m s o f t he i n c o m e t o b e
d e r ive d fro m it as i n ve s t e d c a pit a l But if M r Ke llo gg

. .
s h ow s i n c r e a s i n g a n n oy a n c e it m a y b e i n fe rr e d th a t he
a n d his wi fe a re not o n v e ry fr i en dly t e r m s M r S a l es

. .
ma n s h o uld th en fa ll b a ck up on i n c i ti n g h i m in t e r m s
o f l o v e fo r h is s on a n d t he d e s ir a bility o f b e i n g in de p e n d
e n t in h is o ld a ge a n d s ugg es ti n g t he s on a s b e n e fic i a ry
, ,
with t he O pti on of ch an gi n g t he b en e fic i a ry l a t e r if ,
d e s i re d If t he ch a n ge in t a ct i c s d i s s ip at e s Ke ll o gg s
.
’
a n n oy a n c e it m ay b e a s s um e d th at t he i n fe re n ce is
,
c o rrect a n d Ke llogg is n ot t h en i nt e res te d in p rot ect i n g

his wi fe .
The s a l es i nt e rv i ew b etween Co llin s an d Hud s on

( Le s s on XVI ) is a goo d i llu s tr at i on of a c a se wh e re t he
p ros p ect is u n i n t e re s t e d an d i n te r rupt s wi th excu s e
a ft e r e xcu se He is u n i n t e res t e d t o t he en d but is o u t
.
,
m a n e uve re d a n d fo r ce d t o t a ke t he p o licy b ec a u s e he
c a n giv e n o re as o n why he s h o uldn t Up t o li ne 2 00
’
.
Co lli n s h a s gon e r igh t a h e a d with his pre s en t at i on w i th

'
h a r dly m ore th a n t he s light e s t refe re n ces t o Hud s on s

’
The s a le is acc ompli s h e d by i n cit i n g Hud s on s

’
e xcu s e s .
d es i re fo r s ucc e s s a n d t o b e th ought we ll o f plu s

Hud s on s i n a bility t o es t a bl i s h a re as on why he
’
’
s h o uld n t buy .
2 . HO W TO HA N D LE E X C U S E S WHI CH A R IS E WHE N THE

P R O S P E C T I S N O T I NTERE S TE D D U E TO D I S TRA CT I ON S
,
Three ki n d s o f di s tr a cti on s may b e c on s id e re d : ( a)

a pu re ly e xt e rn a l di s t r a cti on s uch a s an swe ri n g t he
,
It is we ll h owe v e r n ot t o c o mme n ce g i v i n g e s s en
, ,
ti a l fa ct s imme di a t e ly a ft e r t he i nt e rr upti on Co u n t .
o n it th a t a mi n u t e o r t wo will e l a p s e b e fo r e t he pro s p e ct
c a n d r o p e n ti re ly a ll th o u ght o f wh at h a pp e n e d du r i n g
t he i n t e rr upti on a n d gi v e y our p r o p os iti on u n divid e d
a tt e n ti on .Du r i n g thi s t r an s iti on i nt e r v a l p re se n t s ome

mi no r ph a s e o f wh at y ou we re di s cu s s i n g but do it i n
,
s uch a wa y a s t o m a k e it i n t e r e s ti n g . For ex a mpl e ,
B a gle y might re n e w t he s o licit a ti on by s ay i n g We ,

“
we r e di s cu ss i n g t he a d v i s a bility o f a b oy wo rk i n g his
way th r o u gh c o lle ge By t he wa y Ev a n s t e ll s me th at
.
,
An drews who pl a ye d on t he t e a m l as t ye a r did n ot

, ,
c o me b a ck thi s y e a r b e c a u se o f his fath e r s bu s ine s s

’
fa ilu re It s a pity If he h a d b ee n in t he g a me S atu r

’ ‘
. .
d ay We s le y a n might h a ve fa re d b e tt e r
, Th en B ag
le y c a n re v e r t t o t he id e a th a t if B a rn es s h o uld die his ,
b oy might n ot get a c o lle ge e duc a ti on .
Th e re is on e m o r e ph as e t o thi s p r oble m of w i n n i n g
B a rn e s b a ck t o t he p re s en t ati on B a gley h a s n ot on ly
.
b e en p re s en ti n g re a s on s in o rd e r t o c on vi n ce B a rn e s ,
but he has a l s o bee n a pp e a li n g t o B a rn e s s l ov e for his

’
b oy . M o st of t he eff e ct o f th es e i n cit e men t s h as b een

l o s t It is th e n m o s t im p o rt an t th at furth e r i nc i t e m ents
.
b e giv e n in o r d e r t o b r i n g B a rn e s b a ck t o t he s a me
s t a t e o f e m o ti on a l a cti v ity in wh i ch he was wh e n t he
t e l e ph on e r a n g .
Kn a c k of S ellin g c ons i d e rs t he follow i n g pl a n u s e fu l

in wi n n in g b a ck t he p ros p e ct t o t he p r o p ositi on es pe ,
c ia lly wh e n th e re h a v e b ee n a numbe r o f i n t e rruptio n s .
It s a y s :
“
A ft e r on e O f th es e i n t e r r upt i on s t he s a le s m an
,
a lw a y s r e s u m e s h is t a lk in a v e ry low t on e o f v oic e .
In fa ct he t alk s s o low th at his p ros p e ct h as t o S tr a i n

,
h is e a rs t o h e a r .
“
St a rt in s o i n di s t i n ctly th at M r See-how b u s y I
‘
.
- -
a m c a n t h e a r y o u w i th o ut l e a n i n g fo rw a rd a n d b en d
’
i ng his wh ole att en ti on on y o u s ay s t he s a le s m an ,

’
an d in n i n ety n i n e c as es o u t o f a hu n dre d h e ll in v o lu n
‘ ’
-
,
t a rily g i v e y ou t he ch a n c e y o u w a n t — th en wh e n
y ou v e ch as e d e ve ryt h i n g e l se ou t o f his h e a d y ou c an
’
g r a du a lly r a i se yo ur v oi c e t o n o rm a l an d go on w ith
y our
( b ) HO W t o h a n dle t h e p r os p e c t wh e n hi s min d r e
v ert s t o hi s wor k Fo r e x a mpl e s upp o s e a t t hi s s a me
.
,
p oi n t in t he s a l es i n t e rv i ew b e tween B a gl e y a n d B a rn e s ,
B agl e y s udd en ly re a l i ze s th at B a rn e s is s tudyi n g a

l ette r ly i n g on his d es k o r is l oo ki n g p as t h i m with a
,
fa r a w ay l oo k Wh a t s h a ll he do ?
-
.
Th i s s itu at i on is in m o s t re s p e ct s s i mil a r t o th os e
dis cu s se d in L es s on XXV I— Di v e rtin g P ro s p e ct s I n t e r ’
e s t t o My P r o p o s it i o n R evi ew th a t les s on in thi s c on

.
n e c t ion Alm os t any d ev i c e c omp e lli n g a tt e n ti on s uch

.
,
a s r a i s i n g o r l owe r i n g t he v o i c e s t o ppi n g t a lki n g mo v

, ,
in g in o n e s ch a ir s h owin g s o m e di a gr a m is u s e ful h e re
’
, , .
F re q u en tly a well wo rde d qu es ti on is s u ffici en t t o

~
b ri n g t he p ros p ect b ack t o y ou Or a p a rticul a r ly i n t e r .
e s ti n g fa ct may b e re l a t e d s uch a s th a t c o n c e r n i n g
And rew s t he footb a ll pl ay e r who was s o s a dly n ee d e d

, ,
in t he S at urd a y g a me The ch a n c e s a re v e ry s light

.
th at B a rn e s wo uld mi s s thi s i n fo r m ati on Th en t he .
p rec e di n g p oi n t s s h o uld b e re c a p i tul at e d a s d es c r ib e d

a b o v e wh e n a t e l e ph on e i n t e rr upt e d t he c on v e r s a ti o n .
Wh en e v e r t he p r o s p e ct s mi n d re v ert s t o his wor k

’
1HW t . K
a s on, k f S lli g 19 3 B k ii p 3 0
nac o e n , 1 , oo , . .
4 4
du ri n g t he s olic it at i on i t is p roof p os it i v e th at i nt e res t
,
h a s n ot b een s u s t a i n e d an d th at re d oubl ed effort s

s h o uld b e m a d e t o i n c i t e t he pros p ect s i n s t in c t i v e
’
i n t e r es t s .
( c ) How t o h a n d l e t h e p r os p e c t wh e n h e in s is t s u p on
t alk in g. Fo r e x a mple s upp os e B a rn es s h o uld s t a rt
,
t a lking a b o ut his Alm a M at e r a n d th en s t a rt off a b o ut

t he foo tb a ll g a m e o f l a s t S aturd a y .How s h a ll B a gl ey
h an dle th i s i n t e r rupti on t o his s o lic i t at i on ?
“
Th es e littl e s i d e e xcurs i on s if n ot t oo p ro l onged
, ,
a re pro fit a bl e ,for a s a rul e th ey cre at e a fe e li n g of

fr i e n dli n es s a n d mutu a l u n d e r s t a n di n g In s ome c ases
.
,
howe ve r e s p ec i a lly in t he p r e s en c e of t he g a r r ulo u s

,
typ e of buye r who l ove s t he s ou n d o f his own v o ic e a ,
di s cu s s i on o f t ri v i a l a n d i r re l ev a n t m att e rs oft en le a d s
s o fa r fr o m bu s i n e s s th a t i t is a lm o s t imp os s i bl e fo r t he
s a l e s m a n t o d r a g b a ck t he mi n d o f t he buy e r t o t he
m a i n th i n g u n d e r t he di s cu s s i on Wh en a cu s t ome r
.
is a ll owe d t o t a ke t he bit b e tween his t e et h in thi s way

’
t he s a l e s m a n c a n n ot s ay wh a t he w o uld l i k e t o s ay
n a m e ly th a t he h a s n t tim e t o di s c u s s thi g s which a re

’
, n
i r re l e v a nt t o h is pro p os iti on He mu s t fo ll ow t he pros
.
l d w iti g fo r a n O pp o rtu n ity t o s t ee r t h e c on

’
p ec t s e a , a n
v e r s ati on t act fully t o t he m a i n t r a ck wh i ch le a d s t o

d ec i s i on Th e re a re s e v e r a l w ay s o f re c a lli n g t he wan
.
d er e r t o re a liti e s A ft e r t he s a le s m an h a s re v e a l e d t he
.
i n t e re s t th a t c ourt e s y d e m a n d s in wh at his cu s t om e r
ha s t o s ay on e m eth o d is t o refr a in from m a ki n g an y
,
“
fu r th e r c o mm e n t s e ve n t o t he e xt e n t o f s a yi n g , Ye s
“ ”
or NO . If he will l oo k t he t a lke r s tr a ight in t he fa c e
a n d m e re ly n o d in a s s e n t o r s h a k e his h e a d wh en qu e s
ti o ns a re put t o him t he mon ologu e w i ll s oon rea ch

,
c ou r s e if I h a d ha d t o . H e re is an o bj ect i on utt e re d
b e c a u s e B a gl e y s id e as c on fl ict with B a rn e s s How
’ ’
.
s h a ll B a gl e y a n s we r it ? The m at e r i a l i n li n es 9 1 t o 97
wo u ld n t do n ow a lth ou gh if it h a d b een utte r e d b e fo re
’
B a rn es h a d r a i se d t he o bj e ct i on it might h a ve h e ad e d
off t he o bj e cti on ( as it was i n t e n d e d t o do ) . The re a s on
why it won t do is th at B a rn es will not ch an ge his c on
’
v ic t ion s b e c a u s e o th e rs di s a g re e w i th h i m He will
.
ch a n ge his mi n d on thi s p oi n t on ly if t he fund a men t a l

c a u s e is e limi n at e d which pr ompt e d h i m t o b e li eve
th at his b oy s hou ld wor k his way th rough c olle ge .
Wh at is th a t c a u s e ?
W i th ou t d o ubt i t is th a t B a rn es not i ce d c ert ai n cl as s
m at e s r ec e ivi n g h on o r s in c o lle ge o r i mm e di at e ly afte r
,
l ea vi n g c o ll e ge which he c o ve te d an d c o uld n ot get

, .
“
A n d he h a s s a id t o him s e l f Th e y b e a t me o u t b e c a u se
,
”
th e y b a d bu s i n e s s e xp e r i en c e s I h a d n t h a d
’
B a gley s
.
’
r eply t o t he o bj ecti on s h ould con s e qu en tly b e s ome

“
thi n g a s follow s : Th e re is n o q ue s ti on a b out it th a t
m an y b oy s w o r k th e i r way th ro ugh c o ll e ge an d m a ke
a g rea t s ucc e s s o f it . I h ave p e r s on a lly see n s ev e r a l
c as e s w he r e it h a s b een t he m a ki n g of a b oy A ft e r a ll .
,
h owev e r it i s n t t he fa ct th at a b oy wo r k s his way

,
’
th ro u gh c o ll eg e o r n ot th a t is imp o rt a nt but i t is t he
,
d e ve l o pme n t withi n him o f bu s i n e s s a bility c onfid en ce , ,
k nowle dge o f how t o put a p r op o s iti on ove r an d a s or t ,
o f u n de fi n a b le e a s y s oci a l m a n n e r wh e re by he is a bl e
t o m ee t p r o mi n e nt me n a n d w om en w i th a fee li n g o f
e qu a lity . Now I h a ve a you n g s t e r my s e l f an d I figu re

,
th a t if my b oy s p en d s a ye a r b etwe en high s cho ol an d

c olle g e d ev ote d t o e a rn i n g his li v i n g he will ge t wh at
b ot h y o u a n d I d e s i r e fo r o u r b oy s wh en we thi n k of
th e m work i n g t he i r way through c o llege Th e n wh en .

,
in c o ll e ge my b oy will h a v e le a rne d wh a t i t m e an s t o
ea rn a liv i n g ; he w i ll h a v e t he l i ttl e m on e y h e h a s s a v e d
plu s a d e fi n it e a m o u n t ea ch h al f ye a r fro m me if I a m ,
a liv e o r fr o m my e duc a ti on a l p o licy if I v e g on e

’
, , .
Upon th i s he c an liv e p rop e r ly h a ve time t o en t e r i n t o

,
t he multitudi n o u s aff a ir s o f c o ll e ge li fe a n d a cqu ir e

,
—
th a t m os t n ec e s s a ry qu a lity t he a bility t o m eet a ll
ki n d s o f p e o ple— b e c a u s e he h as s om e l e i s u r e in wh ich
t o do i t . In o t he r w o r d s a b oy n ee d s t o l e a rn how t o
,
wor k t o do his c oll ege s tudi e s an d t o mee t p eo p le

, , .
The gr e a t es t o pp o rtu n ity of le a rn i n g t o m eet p eo ple is

a t c o ll e g e A n d I am s u r e y ou a g re e with me th at wh en
.
a b o y is fo r c e d t o w a s h wi n d ows w a it on t a b l e o r tut o r
, ,
s tupid cl a s s m a t e s he is mi s s i n g m a n y o ppo rtu n it i e s t o
t a k e an a ct iv e p a rt in d r a m a t i cs d e b a ti n g a n d c o lle g e
—
, ,
aff a i r s O pp o rtu n iti e s which he c an h a v e on ly whil e
in c o ll ege a n d which he will re gre t v e ry much th a t he

m i s s e d wh en he loo ks b ack up on his c olleg e d ays in
l a t e r li fe .
U n le s s B a rn e s ren ews his o bj e ct i on B a gl ey s h ould

,
pro ce e d imme di at ely wi t h t he n ext p oi n t in his p re s e n t a

ti on o n t he a s s umpt i on th at t he O bj e ct i on h as b ee n
e limi n a t e d .
Wh a t wa s a cc ompli s h ed i n th i s re ply t o B a rn es s ’
“
o bj e ct i o n ? S i mply th i s : B a gl ey p r a ct i c a lly S id e
”
S t e pp e d t h e wh o l e a r gum e n t as t o w heth e r a b oy
‘
S h o uld wo rk h is wa y th ro ugh c o ll e g e o r n o t a n d fe ll
b a ck up on t he p rop os iti on a s t o wh eth e r he w o uld or

would not le a rn t o m ee t p ro m i ne n t men a n d women .
B a r n e s c e r t a i n ly d es ires th at his b oy s h a ll d ev el op t h is
a b i l i ty
. He c an r enew his obj ect i on now on ly by p rov
428 TH E PSYCHOLO GY OF
in g th a t wo r ki n g on e s way thr ough c oll eg e a i d s a b oy
’
in thi s r e s p ect — a difli c u lt p o i nt t o m a i n t a i n In a ddi .
ti o n , t he gl a mo u r o f wo r ki n g on e s wa y th rough co ll ege
’
is l os t in t h e pict u r e o f his b o y w as hi n g wi n d ow s whil e

o th e rs a re pl a yi n g Sh a k e s p e a r e .
The r ul e in a n swe r i n g O bj e ct i on s du e t o a con flict

b etween yo ur i d e a s a n d th o s e o f y o ur p r os p e ct s h ould ,
b e t o a gree to every p has e of the objec tion tha t y ou c a n

a n d th e n t o s u s ta in y ou r
p oin t a ga in s t his view in ter ms
of t he ideas tha t u n der lie the objec t ion mad e .
Supp o s e a g a i n a ft e r B agl ey h a s fi n i s h e d his p re limi

, ,
n a r y e xpl a n a ti on O f wh a t a n e duc ati on a l p o licy is ( li n e

—
B a r n e s m a k es an oth e r o bj e cti on n a me ly I a g ree ,
with a ll y o u s a y Mr B a gle y but my wi fe h as s e t a s id e

, .
,
a d e fi n i t e a m o u n t o u t o f he r r e c e n t i n h e rit a n c e t o m ee t
t he b o y s e duc a ti o n ; c on se qu en tly I d o n t s ee a n y n ee d
’ ’
o f my t a ki n g o u t s uch a p o licy How s h a ll we a pply

.
“
o u r r ul e in thi s c a s e ? B a gl ey c a n re ply F i n e th at s ’
, ,
fin e Yo u r b oy s e duc ati on is w ell t a ken c a r e of But

’
.
,
.
a ft e r a ll i s n t it d on e a t t he e xp e n s e of t h e i n c o m e y o ur
’
wi fe will h a v e t o d ep en d up on in c a se y ou do n ot live ?
A n d y o u r wi fe h a s t he h e a vy l o a d o f b r i n gi n g up t wo
d a ught e r s in a dditi on My fri ends a ll t ell me i t c os t s
.
mo re t o e duc at e a d a ught e r t h an a s on Y ou c a n m eet .
thi s o f c o u r s e by i n cre as i n g t he i n s ur an c e p ay a bl e t o
, ,
you r wi fe On t he oth e r h an d b ec a u s e m ost fath e r s

.
,
d ee m it the i r own p e culi a r ly p e r s on a l t a s k t o put th e i r

b o ys thro ugh c olle ge wo uld it n ot b e b et t e r fo r y ou t o
,
g u a r a n t ee t he b oy s e duc at i on ? Th e n if y ou do n o t l i v e
’
t he b oy w i ll go th ro u gh c o ll e ge with out a n y e xp e n s e t o
y our wi fe a n d t h e mon ey s he h a s s et as i d e for th i s pur
p os e c a n b e ret a i n e d as a dditi on a l p ri n cip a l t o m a in
If t he d es ire s a re on t he s id e o f t he s a les m an t he ,
o bj e cti on s will b e d e fi n it e , but n ot n ec es s a rily hurle d

at re m a r k s o f t he s a l e s m an . I n st e a d th ey ma y b e a n d
,
u s u a lly a re i n thi s c a se hu r le d at t he p ros p e ct s O wn se t ’
o f r e a s o n s why he s h o uld n t buy Fo r e x a mple M r

’
.
, .
J a me s l o s t mon e y in a b a n k fa ilu re an d S i n c e th en h as
put a ll his s av i n g s i n t o re a l e s t at e But he h a s b ee n
.
i n cit e d t o t a k e i n s u r an c e for t he s a k e o f his wi fe He .
will r a i s e o bj ecti on a ft e r o bj e ct i on a ll a i m e d at t he
,
p o s s ibl e fa ilu r e O f t he i n s ura nc e c omp an y Mr J a mes . .
re ally de s i res t o h ave his O bj e cti on s d e fe at e d for he ,
d e s i re s t o p ro t e ct his wi fe th rough i n s u r an c e .
S e ld om in s e lli n g i n s u r an c e do we h a v e t he c ase
, ,
whe r e t he d e s i res o f t he buye r are t o buy in s u r a n c e an d

his c on victi on s are a g a i n s t s uch a c ti on Th i s is t he
.
typ i c a l c on diti on wh en we a re b uyi n g l u xu r i e s s uch a s ,
a ut o s, fu r s a n d fa n cy n eckti es
, . The diff e re nc e b e
twee n i n s u r ance an d luxu ri es is th at we do n ot in s t in c
t iv e ly d es i r e i n s u r a n c e wh e r e a s we do d e s i r e luxuries
, ,
fo r th e y c at e r t o o u r d es i re fo r di s pl a y a mu s e men t et c
, , .
Occ a s i on a lly we do h a v e thi s c on diti on h owe v e r in

, , ,
s e lli n g i n s u r a nce . Fo r e x a mpl e a yo u n g cl e r k on a

, ,
s m a ll s a l a ry with a s i ckly wi fe a n d b a by m a y h a ve ,
b ee n wo r ke d up t o a p o i nt wh e re he v e r y much d e s i re s
t o pro vid e a d e q u at e p r o t e cti on for his fa mily o n ly t o ,
di s c o ve r t he c os t is g re at er th an he c an affo r d In s uc h .
c as es t he o bj e ct i on s he r a i s es rep re s en t t he i n t e ll e ct u a l
s id e of his li fe an d are m a d e b e c a u s e he d oes n ot fee l
he s h o uld ac t as his d es ir e s p ro mpt h i m S e c retly he

.
,
would like t o h av e t he o bj e ction s d e m o li s h e d Typic al .
o f thi s s itu a t i o n is th a t of a fri e n d o f m in e who t old me
t he oth e r d ay th at he h a d S p e n t s e ve r a l m on th s e n
S ELLING LI FE INS URANCE 43 1
de av orin g ju s t i fy t he purch a se of an a ut o But he

to .
could a dv a n ce n o re a l re as on why he s h ould s pe n d

mon e y in th at way Fi n a lly he g a ve up t he atte mp t
.
an d w en t a n d b o ught t he c a r The fa ct th at he w ant e d

.
i t was s u ffi ci en t .
Wh e n y ou do h a ve a c as e wh e re t he p ros pect d es i res

i n s ur a n c e but is not c on v i n c ed y ou will fin d th at
, ,
o bj e ct i o n a ft e r o bj e ct i on w i ll b e h u r l e d a t y o u And .
th ey will b e o bj ecti on s pre tty l arge ly c on c e rn i n g po i n t s

y ou h a v e n ot r a i se d y o u r s e l f A ft er y o u h a v e an s we re d
.
s e v e r a l i t is u s u a lly s a fe t o c om e o u t v e ry fr a n kly a n d
,
“
s ay , M r Pros p ect y ou an d I w a nt t o h a n dle th i s
.
,
m att e r on a b u s i n e s s b as i s I fea r th a t I h a ve o m i tt e d
.
s o m e p o i n t which is b o th e ri n g y o u Pos s ib ly if y o u .
,
”
c ould t e ll me wh a t i t is I c o uld e xpl a i n t he m att e r
, .
Y o u m ay v e n tu r e t o a s k him t o s t at e his o bj e ct i on
o p en ly a n d fo r c e fully b ec a u s e y ou h a v e c on clud e d his
d es i re s a re w i th y ou a n d on ly his c on v i ct i on s a re a g a i n s t
y ou . It is n ot di fficult t o o ut a rgu e a man wh en he
w an t s t o b e d e fe at e d .
If on t he o th e r h a n d t he d es ir es of t he p ros p ec t a re
, ,
o pp os e d t o t he s a l e s m an s p ro p o s i t i on th e n t he p ro s
’
,
p eet give s e xcu s e s n ot t r u e o bj e ct i on s Fo r ex a mpl e

, .
,
M r Le on a r d h a s a w i fe who was a s ch oo l t e ache r b e fo re

.
-
m a r ri a ge a n d who fee l s p e r fe ctly c omp et en t t o t a k e c a re

o f h e r s e l f if he S h o uld die Fo r th i s re as o n S he has
.
s t e a d fa s tly o pp o s e d i n s ur a n c e a s s he pr e fe r s t o s p e n d
,
t he m on e y fo r a mu se m en t Mr Le o n a r d is c on v i n c e d
. .
a ma n s h o uld c a r ry i n s u r a n c e a n d is u n e a s y a t t he
,
t ho ught o f dyi n g a n d h av i n g his fr ie n d s d i s c ov e r he ha s

l e ft n othi n g fo r h is wi fe On t he oth e r h a n d he t oo
.
, , ,
d oe s n ot w an t t o g i ve up c e rt a i n a mu se m en t s an d ve ry ,
d e c i d e dly d es ire s t o pl e a s e his wi fe In s uch a c as e his

.
o bj e cti on s will s e ld o m r e v e a l t he t r u e c on fl ict in his
mi n d but will s ee m t o t he s a le s m a n t o b e me re excu s e s

—e xcu s e s which s h ould b e ign ored But t he fact th at
,
t he p r os p ect is a pp a r e ntly i n te re s t e d s h o uld w a rn t he
s a l e s m a n th a t t he re is s om e me n t a l c on flict with in t he
p ros p e ct which t he pro s p ect d oe s n ot w an t t o re ve al .
The s a l es m a n s h o u ld a cc o r di n gly fee l a ro u n d an d at

, ,
t empt t o di s co v e r wh at i t is If he S h o uld an s we r e v e ry
.
s uch o bj ecti on o r e xcu s e he w i ll g a in littl e ; he mu st

get a t t he fo unt a in h e a d o f t he O bj ect i on s a n d cl ea r
th a t up .
Two li n e s o f a ct i on are op en : Firs t a tt e mpt t o i n cit e

t he p ros p ect t o b uy . Th at is fight his e m oti on a l o b jec
,
t ion s wi th e mot i on a l a pp e a l s If thi s fa il s the n y ou

.
,
mu s t di s c ov e r t he c a u s e of his e moti on a l di s i n cli n ati on

t o t a k e o u t i n s u r an c e .
Fo r s e ve r a l y e a rs a s a le s m an h a s s o l i cit e d i n s u r a nce
,
fro m M r Mu rr a y a p r os p e r o u s bu s i n e s s m a n o f a b o ut
.
,
fo r ty who h a s n o i n s u r an c e at a ll He m a rr i e d a wo m an
.
s o m ewh at y o u n ge r th a n him s e l f t e n y e a r s a go
, Mr. .
Mu rr a y h as no Child re n o r cl ose re l ati on s an d is a p ,
p a t en tly i nt e r es te d o n ly in his b u s i n e s s an d in d r ivi n g

a n a ut o . On b e i n g s o lic i t e d he b r i n gs fo rth t he s a me
,
o ld e xcu s e s o n e a ft e r t he o th e r a n d fi n a lly c on clud e s

“
by s ayi n g quit e e mph a t i c a lly No I won t t a ke ou t
, ,
’
i n s u r an ce n ow My bu s i n e ss is s u ffici en t
. The fac t
th at he a lw ay s li s t en s att e n tive ly t o e ach new p r op os i
ti on a n d as ks i n t e lligen t qu es ti on s a b out t he pro p os i
ti on b e fo re l a p s ing i nt o his u s u a l s et o f e xcu se s is
s u ffic i ent t o i n dic a t e th at he is i n t e re s t e d t o s o m e e x
t en t The b e s t i n fe r en c e is th at his d e s i re s a re o pp os e d
.
b ut d oes not d e s ire i t du e t o s ome e mot i on a l di s t u r b
,
a n c e in his li fe .S u ch e xcu s es c a n n ot b e a n swe re d ; on e

m u s t di s co v e r t he e m oti on a l di s turb a n c e an d g r a pple
with it .
Obj e cti on s s h ould b e a n s we re d o r mi n im i z e d fo r th ey ,
e s
—
i n dic at e i n t e r t s o m etime s gen u i n e d es i re t o b u y
i nt e r fe re d with by l a ck o f c on victi on as t o t he wi s d o m
o f t he pu r ch as e .
ASSI GN M ENT TO BE RE P A RE D
LE S S ON XXX
Mr R a ymon d h a s c a lle d up on Mr S T Yo ung oc
. . . .
c a s ion a lly du r i n g a p e r i o d o f th ree y e a r s t he l a s t tim e,
s ix m on th s a go but he h as b ee n u n a bl e t o cl os e
, E ach .
tim e Mr You n g has s h own i n t e res t in t he p ro p os iti on ;

.
in fa ct i t is a pp a ren t th at he is quite e m ot i o n a lly

,
s ti rr e d up e a ch tim e an d se em s t o d e cid e fi n a lly n ot t o
buy on ly aft e r a re a l men t a l S t r uggl e Mr Yo ung h as . .
a s a l a ry of a b o ut $ 2 5 00 liv e s in a r en t ed h o u s e w i th his
, ,
wi fe t wo s m all child ren an d his own mothe r who is

, , ,
well a dv a n c e d in ye a r s an d v e ry di fficult t o h andl e b e ,
c a u s e of d e a fn e s s an d quick t emp e r E ach time Mr

’
. .
You n g has re fus e d t o s ign t he a pplic at i on he h as s t at e d

he c ould n ot p o s s ibly aff o r d t he in s u r a n ce R aym on d .
ha s j u s t d i s c ov e r e d th a t he b o u ght a F o rd p ro b a bly on ,
t he i n s t a llm e n t pl an th ree m on th s ago

, .
Wh at do y ou im a gine was t he c a u s e o f his e moti on a l

di s turb anc e wh en e ach time he fi n a lly d ecid e d he
c o uld not aff o rd t he i n s ur an ce ? Outli ne how R a ym on d
“
s h o uld a ns we r t he o ft r e p e a t e d o bj e cti on
’
-
I c an t ,
affo rd it
” —
wh en he c a ll s n e xt wee k a d a t e t wo wee k s
,
“ ”
i n a dv ance of Yo u n g s n e xt i n s ur an ce bi rthd ay
’
.
—
LESSON XXX A ROUSING D ES I RE A T H I RD
.
PHAS E OF T H E FOU RT H TACTICAL STE P
Aro us i n g d es i re is a r ath e r l oos e ly c o i ne d p h r a s e.
It me an s i n s ales m an s h i p t he li n ki n g up o f a n a c t
, ,
with a m an s b as i c d e s ire s m a k i n g h i m fee l th a t t he

’
n e w a cti on is t he m os t a pp ro p r i a t e thi n g fo r h im t o
do in o rd e r t o c a rry ou t his h e a rt fe lt lon gi n g s . In t he

c as e o f t he Int e rn at i on a l Co rres p ond en c e Sch oo l a d
v e rt ise men t d i s cu s se d in L e s s on XI I we s aw t he y o u n g
, ,
m an m a d e t o thi n k a b o ut his h o m e h is fa th e r a n d
, ,
mot h e r an d m an y of his childh oo d exp e r i en c es ; he was

,
le d t o think o f his fa m i ly a n d a cq u a i n t an c es as e xp e ct
in g h im t o m a ke goo d ; he wa s le d t o thi n k a b o ut how
much he w an t e d t o m a ke goo d fo r th e ir s a k e a n d fo r
his own s a ke ; an d th en t he s p ecific ac t of s ign i n g t he
c ou p o n was s ugges t e d a s a way by which he c o uld do
a ll th ese th in gs th a t he w an t e d t o do . The re a d e r o f t he
“
a dv e rti se m e nt was a ro u s e d ( b o mb e xpl o d e d ) s o th a t
he w ant e d t o pl e as e his p a ren t s an d t o m a ke g oo d ; thi s

“ ”
a ct i v i ty was t h e n fu nn e le d i nt o t he d e s ire d ac t o f
s ig n i ng t he coup on th ro ugh re as on s an d furthe r
i n cit e me nt s .
Th i s s uggest s a p oi nt of v i ew d i amet ri c a lly o pp os e d

t o th at wh i ch is a cc e pt e d by t he gre a t m a s s o f p eo pl e .
A s h a s b ee n p oi n t e d ou t b e fo re t he a ve r a ge man b e
,
lie v e s he a ct s on t he b a s i s o f re a s on
. Ec o nomi st s h a v e
bu i lt u p th e i r whole s o-c alle d s c i en ce of e c on om i c s up on
29
t he as s umpt i on Our l eg a l l i ght s i n s i s t up on t hi s v iew
.
wi th t he utm os t t en acity The m o s t c a s u a l i n s p ecti on

.
,
h oweve r o f t he live s of ou r fr ie n d s a n d of o urse lves

,
m a ke s i t cle a r th a t we do wh at we w an t t o an d find ,
r e a s on s t o j u s ti fy t he a ct ion ; we do not s ee fi rs t th at
a n a c t is r e a s o n a bl e a n d th e n a r d e n tly proc ee d .
It h a s a l re a dy b een p oi nt e d o u t th at a s a les m an p re
s e n t s id e a s in o rd e r ( a ) t o le a d t he p r o s p ect t o b eli e ve
he d e cid e s on t he b as i s of re a s on s ; ( b ) t o s upply h i m
with r e a s on s t o d e fe n d his a cti on wh en di s cu s s i n g t he
m att e r with his fr i en d s ; an d (c ) t o c a m o ufl a ge t he
a pp e a l t o his e mot i on a l l i fe For all men pre fer t o think
.
o f th e m s e lv es a s p r o fo undly r at i on a l , y et a ll g re at
l e a d e rs of me n h ave le d th ro ugh th e i r a bility t o a pp e a l
t o i n s ti n ct s The t e achi n g s o f Chri s t a re n ot re as on e d
.
a r gum e n t s Wh e re is th e re a ny a rgumen t i n t he
.
P a r a ble of t he Goo d S a m a rit an o r in an y oth e r o f his

,
p a r a ble s ? Study t he S p eech e s o f Li n c oln or B ry an or

R oos eve lt U n d e rn e ath t he a r gumen t a re i n c i t e me nt s
.
a pl e nty . The g re at di ffe ren c e b e twee n t he d em agogue

a n d t he S t at es m a n o r r e ligi o u s l e a d e r is th a t t he fi r s t
a pp e a l s t o t h e b a Se r a s p e ct s o f o u r d e s i r e s wh e re a s t he
,
t wo l a tt e r a pp e a l t o t he l oft i e s t e le m en ts of t h os e s a m e
d es i res.
Why d oe s man di s tru s t his i n s t i n ct i ve e mot i on s an d

wi s h t o r ely on re as on s ? Un d o ubt e dly on e a n swe r is
,
th at a ll h a v e l e a rn e d th at th e i r i n s ti n ct i ve d e s i res ve ry
fre qu e n tly l e a d th e m i n t o t ro u ble A s child re n we did
.
wh at we w an t e d t o an d we w e re c on s t a ntly pu n i s h e d
,
fo r a ct s th at a dult s or ou r co mp a n i on s did n t like Be

’
.
c a u se o f t hi s we le a rn ed t o i n hib it o u r d es i r es for a ppl es

in s o m e b o dy s o rc h a r d o r off t he fr uit s t an d We c e as e d
’
.
43 8 TH E PS Y C H OLOGY OF
t i ve b ec a u s e t he a udien ce h ad b ee n le d t o be l ie ve ( an d
I a m qu i t e c e rt a in t he m i s s i on a ry h on es tly b e li eve d
a l s o ) th at th e re w o uld b e n o a pp e a l t o th e i r e m o t i on s
a n d S O d i d n ot s c r ut i n i z e t he s p e a ke r s p oi nt s as t h ey
’
might oth e rwi s e h a ve d on e .
Thi s i llu s t r ati on e mph as i z es anot he r diff e rence b e

tween p re sen t i n g re a s ons an d in c it e men t s Re as on s .
s h o uld b e g i v en in l ogi c a l o r d er . It s h o uld b e j u s t a s

p os s ible for t he p ros p e ct t o o utl in e y our s a le s t a lk as t o
o u tli n e a l e cture o r s e rm on . Y ou w ant h i m t o get your
p oi n t s ; th e refo re o r g an i ze yo ur m at e r i a l s o a s t o a c
,
c o mpli s h thi s a im But on t he oth e r h an d y ou d on t

.
, ,
’
w ant t he p r os p e ct t o n otice y our i n cite men t s You .
“
d on t w an t h i m t o s t op a n d thi n k Why did he s ay
’
,
”
th at ? Y o u w an t him t o re act t o t he i n c it e me n t b u t ,
n ot t o thi n k a b o ut i t . If B a rn e s s t op s an d thin k s a b out

“ ” “ ”
B a gley s re m a r k s c on c e rn i n g his s on a n d c olle ge
’
“ ”
an d s on g o i n g t o c o ll e g e
, m os t of t he eff e ct will b e
“
l os t Thi s is s o b e c a u s e B a rn e s will a s k h i ms e l f Wh at s
.
,
’
”
his g a me ? B ut a s it was B a rn e s di s cus se d th ese s u b
,
j e c t s with B a gl e y an d n e v e r w a s c on s ci o u s o f how h e
h a d b e c o m e v e ry much i n t e re s t e d ; he j u st wa s i n t e r
es t e d . Incit e m en t s th en mu s t n ee d s b e gi v en in a
, ,
t o u ch an d go m ann e r ; v e ry l i ghtly at fi r s t u n til t he

- -
,
p ros p e ct h as b ee n w a r me d up e moti on ally an d t hen ,
m o re a n d m o re h e a vily an d d i rectly .
HO W TO A ROU S E D E S I RE
Wh at imp ul s e s s h ould b e ar ou s e d ? Thi s q u es t i on
is t he fo urth s t e p of t he s tr at e gy o f s e llin g an d has ,
a l r e a dy b ee n an s we re d in Le s s on s XVI I XVI I I an d , ,
XXI I wh e re i t wa s p oi nt e d out th at a lm ost an y im

,
pul s e s u ffici en tly a rou se d wo uld a id i n s e lli n g i n s u r a n c e ,
but th at o r di n a r ily i mpul s e s cl os e ly re l at e d t o t he s u b

jec t o f i n s u r an c e s h ould b e u s e d In oth e r wo r d s t he .
,
b a s ic p roc es s i n cre a ti n g d e s ire is t o a r ou s e t he e mo .
t ion a l li fe o f t he p ro s p e ct If t he i n s t i n ct s t o l ove w i fe
.
a n d child r e n c a n n ot b e a pp e a l e d t o th e n u s e o th e r ,
i n s tin ct i ve or a cquire d i n te re s t s a s a b a s is fo r de s ire .
All thi s wa s won d e r fully w ell c a rr i e d o u t in t he re c e n t

Lib e rty Lo an c a mp a ign H a mp a ign s of s e ll in g qu it e
s i mil a r t o th os e o f s e lli n g li fe i n s u r a n c e Much of t he .
“ ”
a dv e rti s i n g d i d n ot re fe r t o a b on d in a ny way But .
i t d i d b re ath e a s pir at i on a n d id e a li s m not re p re s s i on , .
“
As Atwoo d h a s s o cle a r ly p o i n t e d o u t : The m a i n
thi n g is t o put p eo ple in ch ee r ful a n d e n th us i as t i c m oo d
s o as t o g i v e e xp r es s i o n t o t he i r fee li n g s a s th e y a re ,
s ure t o do wh e n s t irre d by mu s i c c o l o r m eeti n g s an d , , ,
t he lik e Th ey mu s t b e m a d e h a ppi e r m a d e t o fee l

.
,
th at th e y a re p a rt of a g re at effo rt Th e y mu s t b e m a d e .
t o fee l in it All t he a dve rt i s i n g mu s t exp res s fo rw a r d

.
m ov e m en t p os it i v e acti on In th i s p a rticul a r c a mp a i gn
, .
,
wh i ch is c o i n cid e n t with t he bitt e res t fight i n g o f t he

war we mu s t u s e s uch wo rd s as att a ck d ri ve dig ‘ ’ ‘
, , ,
i n a n d t he l i ke People mu s t fee l th ey a re do i n g a
,
’
.
d e fi n i t e c on s t r uct ive thi n g a n d if th at is d on e th ey w i ll

, ,
” l
buy ev e n if t he wo r d b on d i s n t u s e d ‘
Th u s wa s ’ ’
.
b uilt up an e m ot i on a l atmos ph e re a b o ut t he i d e a of
b on d s s o t h a t on e quickly re a cte d wh en a s ked t o buy .
Th i s is t he typ e of public i ty th at is nee d ed by t he

i ns urance world an d n ot t he d ry a s-d us t s t ati s t i c a l
,
-
1
A W Atw d oo
“
t
Ge t in g Ot h er pl
Peo
’
Mon ey ”
in S at u rday Even ing
Rpi tdb
. .
, e s ,
P os t, A p il
r 9 9 12, 1 1 . e rn e y p mier i
ss on .
s t at e ment s wh i ch t he a ve r a ge citize n c an not compre

,
h en d an d wh i ch c an n ot ki n dle withi n him an y re a l

,
i n t e re s t in t he s ubj ect .
G r an t e d th at t he b a s ic p r i n ciple in c re ati n g d e s ire is

t he a r o u s a l o f i n s ti n cti v e a n d e m oti on a l a ct i v it ie s i n
gen e r a l th e re is t he fu rth e r que s ti on Wh i ch s pec i fic

, ,
i mpul se s S h o uld b e a ro u se d ?
The en d e a vo r s h ould a lw ays b e t o a ro u s e i mpul se s
which a re m o s t cl os e ly re l at e d t o t he p r o p o s iti on it se lf
a n d t o t he d a i ly li fe o f t he p ro s p ect In se lli n g an
.
e n d owm ent p ol i cy t o a y o u n g u n m a rr i e d ma n i n cit e ,
ment s t o t he i n s ti n ct fo r le a d e r s hip t h r i ft s ucc es s , ,
bu s i n e s s fo r one se l f et c ) a re t he m os t a p p rO p ria t e
, . .
But e ve r yon e th at ha s s old s uch p olici e s k n ow s t h at

refe ren c e s t o how thi s p o licy w i ll p rot ect a futu re w i fe
will h e lp s e ll t he p olicy In se llin g a n en d owm en t p olicy
.
fo r o ld a ge p r ot ecti on t o a b ach e lo r n e a r ly a ll t he in
-
,
s t in c t s e xc e pt s e x a n d p a re n t a l c a n b e u s e d a n d v e ry ,
o ft en th e s e c a n a l s o b e u s e d in a n i n di re ct way To t ell .
a p r o s p e ct he w i ll h a v e a n a b s o lut e ly c e rt a i n i n co m e
o f $ 2 00 a m o nth is n ot e n o ugh The $ 200 s h ould b e

.
e xp r e s s e d in t e r m s o f e ati n g t r a ve li n g en t e r t a i n i n g
, ,
fr i en d s m a i n t a i n i n g h is p r e s e n t cl u b du e s h a vi n g his
, ,
a ccu s t o m e d s m o k e s t a il o r m a d e cl o th e s et c
,
-
To h av e, .
$ 200 a m on th wh en on e is s ixty fiv e thi rty ye a r s h en ce -

, ,
is n ot p a rtic u l a r ly i n t e re s ti n g But t o h ave fri e n ds

.
,
cl oth e s goo d m e a l s s mo kes m a g az i n es et c is a n oth e r

, , , , .
,
m a tt e r In oth e r wo r d s t he a b s tr act id e a o f $ 2 00 a t
.
,
s ixty fiv e mu s t b e m a d e c on cre t e in t e r m s o f t he i nt e r
es t s o f t o—
-
da y .
Wh a t in c it e me n t s s h oul d b e u s e d t o a r ou s e th es e
imp ul s e s ? Simpl e s ugges t i on s an d b ri ef w ord p i ctures
How s h all we v er e ffe c t iv e in c it e men t s ?

p ut o
We mu s t feel wh at we w a n t t he p ros p ect t o fee l We .
d es i r e t o a ro u s e t he p ro s p e ct s e m oti on s A ro us e o u r
’
.
own fo r e moti on s a re c on t a gi o us
, But how c an e mo.
ti on s b e a rou s e d at will ? I c an n ot o r d e r t he p a lms of

my h an d s t o p e r s pi re for e x a mple But I c an r ec all a
, .
s t o ry o f a b oy who climb e d up a s c affoldi n g an d th e n
c o u ld n t get d own an d my h an d s a re p e rs pi r i n g ri ght

’
n ow a s I w r it e this Li s t en i n g t o a s a le s m an t he ot h e r
.
d ay I s udd e n ly re a lize d he ha d b e c o m e v e ry much

,
a ro u s e d e m o ti on a lly L at e r on I a s ke d him a b out it

. .
He s a id : Wh en I get a p ros p ect t o t he p o i n t wh e re

“
he s ay s he b e li e v e s in i n s u r a n ce but won t t a ke i t j u s t
’
n ow I r e c a ll a c as e I h a d y e a r s a go wh e r e t he s a me
,
thi n g h a pp en e d a n d I t oo k t he m an s e xcu s e e xp e cti n g ’
t o r e tu r n a m o n th l at e r Two wee k s l at e r he wa s
.
kille d Aft e r t he fun e r a l his wi fe c a ll e d on me as king

.
,
whe re was t he p o licy S he k n ew h er hu s b an d wa s

.
fig u r i n g on t a ki n g i n s u r an c e an d th at I h a d s o licit e d
him fo r S he c a me i n t o t he oflic e wh e n I wa s th e re an d
, ,
s he h a d i n fe rr e d he h a d t a k en t he p rot ecti on .
The e xp e r i e n c e in my o ffi ce th at d ay I h a ve n e v e r fo r
”
gott en an d I do n ot w an t a n oth e r
, Thi s i n s u r a n c e
.
s a l e s m an th r o u gh thi n ki n g o f thi s i n cid en t

, a u t oma t i ,
c a lly a ro u s e s his own e moti on s an d in c on s e q u en c e ,
i n t e n s ifi e s th o s e of his p r os p e ct an d th e re by ve ry m at e
,
ria lly i n c re as e s t he ch a n c e s o f s e lli n g him On e m u st .
i f w uld m a ke o th e r s feel
f ee l o n e o .
It is imp o rt a n t th at on e s h ou ld fee l a s on e d es i res

'
t he p r os p e ct t o fee l in o r d e r t o i n c re a se t he p r o s p e ct s
’
e m oti on a l s t a t e but it is a l s o n e ce s s a ry in o r d e r th at
,
o n e s s t a t e m e n t s will r i n g t r u e If on e s h o uld b e offe re d

’
.
SELLING LI FE INSURAN CE 4 43
so me ve ry fin e l a ce at an exp e n s ive figure an d see it

ro u ghly h an dle d on e wo uld i n s ti n ctive ly d o ubt t he
,
st a t e m en t s o f t he s a l e s m an B ut if all of his a ct i on s
.
a re s ugg e s t i v e of v e ry r a r e w o r km an s hip th en a ll his

,
r em a r k s c on c e rn i n g i t a re i n t e n s ifi e d So it is in s e lli n g
.
i n s ur an c e On e mu st b e gen u i n e ly i n te res te d in on e s
.
’
pros p ect an d ge n u i n e ly c on vi n ce d o f t he wo rth of t he

po l i cy.
It is n ot e as y t o a ro u se on e s e l f e mot i on a lly The .
me re fa ct th at it is d e s i r e d is s u ffi c ie n t t o p re ve n t it
o r di n a r ily . Act o rs howe ve r le a rn t o do i t a n d s a le s
, , ,
me n s h o uld le a rn a l s o With o ut q u es ti on t he e a s i es t
.
,
way is t o re c a ll i n cid ent s th at h ave a r ou s e d on e as on e

p re se n t s i n c i t e me n t s t o a p ros p e ct .
At wh a t p oin t i n t h e in t e rvie w s h oul d e ff ort s b e ma d e

t o ar ou s e d e s ir e ? The p r i n cip a l thi n g in s elli n g is t o
a ro u s e d e s i r e Thi s is t he m a i n th e s i s o f thi s e n ti re
.
v o lume H e re i n it diff e rs fro m m os t oth e r b oo k s on

.
th i s s ubj e ct fo r in th e m t he p oi n t is m a d e th a t d e s ire
,
s h o uld be a r o u s e d l at e in t he i n t e rvi e w We m a i n t a i n
.
th at t he wh ol e s a le s i n t e rview s h ou ld b e c o n s truct e d
s o a s t o c re at e d e s i re a n d t o do it a s s oo n a s p o s s ible
, .
The s a l e s m an s h ould d et e rmi n e j u s t how th i s may b e s t

b e a cc o mpli s h e d in t e r ms o f i n cit e m e n t s an d d e v e l o p
his r e a s on s in a cc o r d an ce with th e m He S h o uld e n te r
.
t he o fli c e o f t he p r o s p e ct with t he m eth o d o f c r e at i n g
d es i re upp e rmo s t in his m i n d a n d he S h ould m an e uve r

,
t o p re s e nt his i n cit e m e n t s as fa s t a s o pp o rt u n i ti e s a r i se .
It is n ot a lw ay s p o s s i ble t o a rou s e d e s i re at t he
b e gi n n i n g The c a u s e fo r th i s is n ot s o much b e c a u s e of
.
t he p r o s p e ct but b e c a u s e o f t he s a le s m a n
, He h a s n ot
.
been a ble t o fin d a way o f a pp e a li n g t o t he p r os p e ct in

an in t erest mg m a n n e r M o re th o ro u ghgoi n g S tudy of

.
t he p r o s p e ct a n d mo re c a r e ful p re p a r ati on o f how t o
meet him a re n ee d e d .
An oth er c a u se o f t he wid es p re a d b e li ef th at d e s i re
mu s t b e a pp e a le d t o l at e in t he i n t e r vi ew is du e t o t he
e mph as i s up on p r e se n ti n g r e as on s i n s t e a d o f i n cit e
m en t s It is t r u e th at re a s on s mu s t b e e mph as i z e d
. .
But a s a l es i nt e rv i ew in which on ly re a s on s a re given

u n til l at e i n t he s o l i cit ati on is a p oo r i n t e rv i ew Un d e r
.
n e ath t he re a s on s fr o m t he v e ry S t a rt s h o uld b e i n c i t e
,
me n t s t o act i on But as h a s b ee n re p e at e dly p o i n t e d

.
out , t he p r os p e ct mu s t n ot b ec o m e c o n s ci o u s th at y ou
a re p r e sen t i n g i n c i t e me n t s t o his e moti on a l li fe . In

c on s e q u en ce t he inci t eme n t s at t he s t a rt mu s t b e we ll
,
c a m o u fl a ge d by t he r e a s on s which a re p res ent e d A S .
t he p r os p e ct b e c o m e s a r ou s e d m o re a n d m or e , t he
i n c i t e men t s c an b e m a d e s t ron ge r a n d s t ron ge r a n d ,
a l s o m o re a n d m o re di re ct A s tudy of how mo s t g re at
.
s a l e s m en c on duct an i n t e rv i e w s h ow s cl e a r ly th a t thi s
is j u s t wh at th e y do a lth ough m o s t of th e m a re quit e

,
u n c on s ci ou s of how e moti on ally th e y are wor ke d up

th e ms e lves .
Our an a lys e s of how B a gley s o ld B a rn e s Harr mgt on

,
s o ld Ald e r s on , a n d R e ddi n g s o ld Bu rt on , h a ve illu s

t r at e d a ll t h i s .Co lli n s s old Hud s on by e l i mi n a t i n g
t he on e b e s t r e a s on Hud s on c o uld giv e a g a in s t t a ki n g
i n s ur an ce he c ouldn t aff o rd t o) an d th e n by in c it
’
,
in g him t o a ct i on in t e rm s of his d e s i r e t o s ucc ee d w i th

h is e mpl oye r The s a l e s i nt e rv i ew b etwe en B r own an d
.
H a rtle y c on t a i n s p r a ct i c a lly n o i n cit e men t s an d B rown

,
’
m a k es little or n o h e adw ay u ntil he re pli e s t o H a rtley s
“ ”
ej a c ul a t i on I ll t a ke my ch an c e s on th at by s a y i n g :
’
, ,
“
It s y ou r wi fe s ch an c es y ou t a ke n ot yo ur own
’ ’
.
,
a me n a ble t o h e a rt s w a y p e r s u a s i o n Y o u will n ot find
-
.
it s o n e ces s a r y t o c on vi n ce th ei r re a s on s Giv e th e m .
t he b e s t e v i d en c e y o u h a ve b ut m i x i t with s o methi n g
,
” 1
m o re .
The a b ove is quot e d i n o r d e r t o b e c on t r a dict e d .
Th e re a re n o men e n ti re ly a b ov e t he a pp e a l t o e mot ion ,
th o u gh s ome yi e ld m o re re a dily th an oth e r s Men .
di ff e r g re atly with re g a r d t o th e ir i nt e lligen ce an d

k nowle dge but a ll men fee l The p oo r an d t he ri c h
, .
,
t he we a k a n d t he s t r o n g t he ign o r an t an d t he e duc a t e d
, ,
a ll fee l— a ll h a v e e m oti o n s an d a ll b e h a v e v e ry much
a lik e wh e n c on fro nt e d with i n s ti n ctiv e a pp e a l s Ch r i st .
m a s E as t e r a n d F o urt h o f July a ro u s e s imil a r e moti on s

, ,
in a ll On e s s t a ti on in li fe d oes n ot aff e ct t he i n dign a

’
.
ti on th at a r i ses wh en one is o ve r ch a r ge d by a w a it e r .
L ac k o f a pp re ci at i on o f thi s fa ct is one o f t he gre at

c a u s e s fo r l a b o r di s t u r b a n ce s Employ e r s v i ew th e ir .
e mpl oy e es as i n fe r i o r s an d t re at th e m acc or din gly .
The re s ult an t re s en tm en t s h ows it se l f in d e m an d s fo r

u n i on re c ogn iti on high e r w a ge s et c, , .
S a l e s me n mus t vi ew p r os p e ct s a s a like w i th res p e ct

t o th e i r fee li n g s The n e g r o l a b o re r fee l s a s light as d oe s
.
t he milli on a i r e B e c a u se o f his p os iti on he may n ot

.
S h ow i t S O qu i ckly but he will n ot buy an y more

,
q u ickly th an t he m i lli o n a i re .
It is b e c a us e of th i s u n i ve r s a lity of i n s t i n ct i ve end ow
men t th a t th i s v o lume ha s s t re s se d t he n e ces s ity of
un d e r s t a n din g i n s ti n ct s an d of utilizi n g th e m in a rou s
in g i n t e re s t an d d e s i re Wh e r e as me n di ff e r wi th reg a rd
.
t o acq u ir ed i n t e re s t s th ey diff e r h a rdly at a ll w i th

,
res p e ct t o in s tin c tive i n t e res ts .
‘
0
. S . Mard en , S ellin g Thin gs , 19 16, p . 25 0 . Th omas Y . Crowe ll
Co mp y an .
S U M MA RY
De s i re fo r i n s ur ance is t he m os t i mp o rt an t th i ng t o
c re at e in s e lli n g i n s u r a n c e An d t o c re at e thi s d e s ire
.
is t he h a r d e s t thi n g t o a cc o mpli s h It d oe s n ot c ome .
by way o f re as on Fo r m an y a m an h a s b ee n c on
.
v in c e d he s h o uld t a ke i n s u r an c e but n e v e r did it , An d .
he d i d n ot t a ke it b ec a u s e he did n t w an t i t
’
.
To cre at e d es i re t he s a le s m an mu s t a rou s e t he pro s

p ec t th r o ugh in cit e m e n t s o f h is i n s t i nct i v e d e s ire s a n d ,
he mu s t l e a d t he p ros p e ct t o re a lize th at t a ki n g in s u r
a nc e fit s in with h is d ee p e s t a n d m o s t ch e ri s he d l on g
i n gs as for ex a mple t o t a ke c a re of an d love his wi fe

, , ,
a n d c hildren t o m a k e g oo d in t he e yes o f his fri e n d s

,
a n d c o mp et i t o rs .
A S SI GNM E NT TO BE PRE P A RE D B E FORE RE A D I NG

THE NE X T LE S S ON
Mrs C M L a n e rece ive d
. . . i n s ur an c e wh en he r
h u s b an d die d th ree ye a r s a go She le a s e d a l a r ge h o u se
.
for fi v e ye a r s a n d h a s i n ves t e d t he m one y in o utfitti n g

it a s a b o a rdi n g h o u s e She is n ow d oi n g ve ry n ice ly
.
,
h a vi n g t he re pu t at i on of ru nn i n g t he b es t pl a c e in
t own As fa r as kn own s he c a rr i e s n o i n s u r an ce She
.
, .
is n ow a b o ut t hi rty fiv e y e a r s o ld - Th e re a re th ree .
s m a ll b oy s fo u r s ix a n d s e ve n ye a rs o ld an d he r
, , , ,
moth e r as d ep e n d e n t s up on her S he is n ot kn own

, .
t o h a v e a n y r e l at i on s e xc e pt a b roth e r livi n g in M e x i c o .
Det e r m i n e t he prop os it ion y ou wo uld s ubm it t o he r

a n d how y o u wo uld att e mpt t o a r o u s e withi n he r
g en u i n e d e s i re fo r t he p o l i cy Outline in d et a il y o ur
.
p r o g r a m fo r a cc o mpli s hi n g t he l att e r .
L ESSON XXXI CLO SING TH E SAL E TH E
.
—
FI FTH TACTICAL STEP
P rec e di n g le s s on s h ave s h own th at if a man des ires

a c omm o dity o r se rvic e i n t en s e ly e n o ugh he will buy ,
re g a r dles s of his c onv i ct i on s If his d es i re s a re n ot s o

.
s t ron g he mu s t in a dd i t i on b e c onvin c ed th at i t is a
,
goo d pro po s i tion Th i s i n v olv es t he pres e n c e of p os i

.
ti v e re as on s an d t he e limin at i on of o bj e cti ons If his .
d e s ire s a re s t i ll we a ke r he wi ll n ot buy on t he b a s i s of
,
his own in i t i at i v e . In s uch c as es t he s a les m an mu s t ,
figu r at i ve ly s p e a k i n g give him a p u s h

, .
Li fe i n s u r an ce is n ot a se rvice th at a rou ses a m an s ’
i n mos t d es i res as do a ut os j ewe lry an d a mu s e men t s

, , .
In c on se q u en c e it is ve ry s e ld o m th at a p r os p ect buy s
,
i n s u r an c e me rely b ec a u se he w an t s it A s kill ful s a le s

.
man h owe ve r may s om etime s s u fli c ie n t ly a rou s e t he

, ,
d e s i res an d es t a bli s h t he c on victi on s o f a pros pe ct s o

th a t he will buy on his own i n iti ati v e Wh en thi s h a s .
b een a cc o mpli s he d t he s a le s m an ha s a th oroughly s ati s

,
fie d a n d e n thu s i a s t i c cu s t o me r o n e who will b e gl a d t o

,
a id him in getti n g m o r e b u s i n e s s But in m an y c as es

.
t he c on flict b etwee n d e s ire s an d c on v icti on s for an d
a g a i n s t in s u r an c e is s o cl o s e withi n t he m i n d of t he
p ros p e ct th at he wo uld p rocr as ti n at e for a l on g t i me

if it we re n ot fo r t he pu s h o f t he s a l es m an In s uch .
c a s e s if t he p ros p ect re a lly fav o r s buyi n g he d oe s n ot

, ,
re s ent t he s al es m an s pu s h But if he is pu s h e d i n t o
’
.
R e a lly t he pro ble m is much dee p e r It ac t u ally in .
vol v e s d ev e l opi n g t he p s ych ologic a l moment For .

,
a lth o ugh a d eci s i on m a y b e m a d e s udd e n ly i t is t he ,
res ult a n t o f c e rt a i n p roc es s e s wh i ch re qu i re t i me in

“
which t o d e ve lop It is a s if a man s h o uld c as t see d
.
i nt o t he g ro un d a n d S ho uld s lee p an d ri s e n i ght an d

, ,
d ay a n d t he s ee d s h o uld S p r in g a n d grow up he know

, ,
et h n ot how . Fo r t he e a rth b r in get h forth fr u i t of

h e r se l f; fi rs t t he bl a d e then t he e a r a ft e r th a t t he
, ,
full c o rn in t he e a r Bu t wh e n t he fru it is b r o ugh t

.
fo rth imme d i at e ly he putt eth in t he s i ckle b ec a u s e t he

, ,
”
h a rv es t is c o me .
The s a l e s m an mu s t pl ant t he s ee d (t he p rop os i t i on )

in t he mi n d of t he p r o s p e ct an d w a t e r it with re as on s
a n d incit e me n t s u n til t he p r os p e ct s i n t e res t h as grown
’
up a n d rip en e d i n t o d e s i r e Duri n g th i s time t he c o m

.
p et iti on O f wee d s (o bj ect i on s ) mu st b e e l i min ate d .
F i n a lly wh en t he fr uit is r ip e ( p ros p ect is co nv i n ce d

,
a n d imp e ll e d ) t he s a l e s m a n S h o uld re a p h is rew a rd an d
clo se t he s a le But he closes b e c a u s e t he s ee d he pl an t e d

.
h as grown t o fr u i t i on n ot b e c a u s e s ome my s t e ri o u s
,
m o me n t h as h a p p en e d t o c om e a lon g .
P RE L IM I N A RY TA CT I C S P RE P A R I NG TH E WA Y FOR F I N A L
A C C E P TA N C E
The fi n a l ac t in al is t he w ri ti n g by t he p ros p ect

sa e
o f his n a m e on d otte d li n e Thi s is a mot o r p e r

t he .
fo rman c e i nvo lvi n g t he u s e o f his h an d an d a rm an d ,
i t n e c es s it ates t he r ele as i n g o f e ne r gy wh i ch h a s u p t o
t hi s po in t b ee n h e ld in re s t r a i n t I f dur in g t he i n t e r
.
,
vi ew t he pro s pe ct h as b ee n fre qu en tly r e le as in g e n e r gy

,
at t he be he s t o f t he s a les m an t he fi n a l a c t w i ll b e p e r
,
fo rme d j u s t th at much e as i e r In c on s e qu ence t he

.
,
s a l e s m an s h o uld s t r ive duri n g t he e nt i re int e r v i e w t o
s e cure a s m an y v e r b a l a cc e pt a n c e s t o his re m a r k s a s
p o ss ible an d a l s o a s m an y m ot o r p e rfo rm ances of a n y

,
s o rt a s he is a bl e t o b ri n g a b o ut .
Ru n th ro ugh a t th i s p oi n t t he s a l es i nte rv iew b e

tween B agle y an d B a rn e s a n d n ot e how m an y time s
,
“ ”
B a rn es wa s fo rce d t o s ay Yes or it s e quiv a le nt , .
Not e a l s o how a ft e r H a rr i n gt o n ha d fin a lly b rought

,
Ald e rs on t o s ee th at his p rop os i t i o n d i d i n volve a

gu a r an t ee of p ri n c i p a l an d i n t e res t ( li n es 1 74
“
th at Ald e r s on wa s a g ai n a n d a g a i n le d t o s ay Y es o r ,
it s e qu i v a le n t in p r e p a r at i o n fo r t he fi n a l a cc e pt a n ce
,
o f t he pro p o s it i on .
In t he s a me way e ve ry l i ttl e s e rv i ce t h a t c an b e
,
o bt a i n e d fr o m t he p r o s p e ct s uch a s b ri n g i n g up a ch a i r
,
o r s upply i ng p a p e r o r pick i n g up a b oo k is o f s e rvic e

, ,
in s t a rti n g him t o m ov e in t a ki n g t he br a kes off his

,
re s t r a i n t A s imple illu s t r ati on may m a ke t he p o i n t

.
cl e a re r On e eve n i n g at h o me th e re was n ot e n o ugh

'
me a t t o g i ve ev e ryon e a s e c on d h e lpi n g In c ou s e .
qu e n c e my wi fe r e fu s e d a n y m o re a lth o ugh I wa s s u re ,
s he w a n t e d it m o re th an t he child re n A ft e r a s h ort .
a r gum e n t in which I wa s wo r s t e d I d e c i d e d t o u s e a
little p s ych o l ogy t o g a i n my p o i n t I the r eup on a s ke d .
he r t o fill my gl as s with w at e r an d as s he h an d e d b a ck
, ,
“
t he gl a s s s a id with s o m e e mph a s i s
, , Now p a s s y our ,
”
pl at e. Not u n til I h a d it in my h an d did s he re a liz e
wh t he h d d o e Filli n g my gl as s a n a c t at my
a s a n —
—
.
re qu es t dive rte d he r mi n d an d e limi n at e d t he e s t a b

lis he d res t r a i n t B e fo re it co uld b e re-e s t a b li s he d s he
.
h d d one wh at I w an te d
go
.
An d j u s t for thi s re a s on t he s ales m a n s h o u ld a s far ,

“ ”
a s p o s s ibl e
, p re ve n t t he p ros p e ct fro m s a yi n g No ,
o r it s e quiv a l e n t t o a n ythi n g he h as t o s a y
, Thi s is why .
“ ”
s uch qu es ti on s a s D o y o u c a rry i n s u r an ce ? (whe n it
,
“
is k n own he d oe s n t ) D on t y o u thi n k y o u n ee d mo re
’
,
’
”
i n s u r a n c e ? a re s o di s as t r o u s In thi s c on ne cti on n ot e
.
,
how t he e mph a ti c d e n u n ci ati on o f Ald e r s o n — I d on t

“ ’
”
n eed a n y ; d on t wa n t a n y ; a m n ot g o i n g t o bu y an y
’
( li n e s 8 8 — 8 9
, L e s s o n I I —
) c ol o re d t he i n t e rvi ew up t o
a b o ut li n e 2 28 wh e re he a dmitte d he h a d n t an y
,
’
o bj e cti o n s t o li fe i n s u r a n c e A n d n ot e how a bly Ha r

.
r i n gt on t ook o cc as i on t o s t a mp in t he a dmi s s i on ,
th e re by S till fu rth e r e limi n ati n g t he p re vi o u s re fu s a l ,

“
wh e n he s a id We ll I m gl a d t o he a r y o u s a y th a t y o u
, ,
’
b e li e ve in li fe i n s u r a n c e M r Ald e r s on I re a lly fe lt
, . .
s u r e y o u did . In fa ct p r a ctic a lly e v e r yb o dy d oe s t he s e

,
”
d ay s Now M r Roo s e ve lt ( p o i nti n g t o his picture
. .
“ ”
on t he w a ll ) was we ll i n s u re d .
F r an kly t he s e p re limi n a ry t a ctic s do n ot a m o u n t t o

,
m u ch in th em s e lve s but th e y m a ke it e a s i e r t o cl os e
, ,
a n d in a v e r y cl o se ly c on t e s t e d s t r uggl e m a y m a k e j us t
t he di ffe r e n c e b e tw ee n s ucc e s s a n d fa il u re Th e y a l s o .
m a ke it p os s ible t o d et e r mi n e wh at is goi n g on in t he
f h o s e
—
m i nd o t e pr p ct t o fee l him o ut .
AC TUA L TA CTI C S OF C LO S I NG
Ju s t go b a ck t o t he d a y s of t he big c ir cu s in t he
s m a ll t own a n d r e c a ll t o y o u r mi n d h ow c r owd s we r e
d r awn i n t o t he s id e s h ow A b a rk e r pict u re d all t he

.
‘ ’
won d e r ful thi n gs t o b e s een u n til he h a d y o u p retty

we ll wo r k e d u p ; b ut if he h a d s imply e n d e d his t a lk
a n d w a it e d fo r t he c r owd t o S t a rt in t he a udi e n c e ,
i
v ou s ly limi n ate d y ou r re as on s n ee d on ly b e outl i ne d
e ,
in o r d e r th at t he full fo rc e o f yo u r e n ti re a r g u me n t s h a ll
n ow b e b e fo r e him If on t he oth e r h an d y ou fee l th a t
.
, ,
he s till cli n g s t o ce rt a i n o bj e cti on s a n d th a t th ey c an n o t

b e ign o re d a fr an k re c o gn i ti on o f t he fa ct is b es t c a r
,
r i e d on in th i s way Group a ll his o bj e cti on s u n d e r on e

.
o r a t m o s t t wo h e a di n g s a n d th e n s e t ove r a g a i n s t
,
th e m y our b es t r e a s on s for t a ki n g t he p ol i cy ( But do .
n ot giv e re butt a l s t o t he O bj ect i on s—t he t i me has

p a s s e d fo r dis c u s s mg th e m ) In thi s way y ou picture
.
t o him o n e o r t wo re a s on s a g a i n s t an d m any r e a s on s ,
fo r t a ki n g t he p olicy
, ( See Le s s on s XXVII I an d
.
XXIX fo r furth e r di s cu s s i on on thi s p oi nt ) .
The s umm a ry y ou thu s giv e S imply re p e at s t he p oin t s

a l re a dy m a d e . An d th es e p oi n t s y ou h a ve e n d e a vo re d
t o d e v e lo p o u t o f t he p r os p e c t s p a s t e xp e r i en c e s an d
’
s t r o n ge s t i n t e re s t s Now at t he p oi n t o f s ti r ri n g him
—
.
t o a cti o n it is w e ll t o picture t he r e v e r s e S id e t o a s s um e
for a m o m e n t th at he c an t get t he i n s u r an c e t o m a k e
’
—
him c on t r as t h avi n g t he p olicy a n d it s p rot e ct i on an d
n ot h a vi n g it . In oth e r wo r ds he h as g r a du a lly b een
,
le d t o im a g i n e h a v i n g t he a dv an t a ge s o f t he i n s u r an c e
p olicy ; he ha s a lm os t c o me t o a s s ume he h as th e m
a l re a dy wh i l e y ou a re t a lki n g Now t a ke th e m aw a y
.
a n d let h i m fee l th ei r l os s Th a t h e lp s him t o re ali z e

.
how much he v a lu e s th e m An d it a l s o a r o u s e s his

.
fighting i n s ti n ct All of u s w a n t a thi n g oth e r s t e ll u s

.
we c an t h a ve Th i s c an b e a cc o mpli s h e d by hi n ti n g
’
.
a t his i n a bility t o p a s s t he phy s ic a l e x a mi n at i on ; or
by te lli n g how s om e fri en d fa ile d t o t a k e s uch a p o licy ,
with t he res ult th at his fa mily is n ow s uffe r i n g b e c a u s e

o f t he l ack o f s u fli c ien t i nc o m e ; o r e v en b y o p e n l y s a y
in g : We h a ve l oo ke d thi s p ro pos i t i on fro m o ne

at
s id e , p o s s ibly y ou thi n k my S id e o f t he c as e Out o f

,
.
fa i r n es s t o y ou let u s l oo k at i t fro m t he o th e r s id e
,
.
S upp os e M r P r os p e ct y ou d on t t a ke t he p olicy
, .
,
’
.
Th en wh e n y ou die yo ur fa mily w i ll h a ve for a n i n c ome

b ut 5 p er c e n t o r 6 p er ce n t o f wh a t y o u h a ve s av e d .
I d on t k n ow wh at th at is But y ou do IS i t e no ugh ?
’
. .
Will th ey go on livi n g as th e y n ow a re ? W i ll y our wi fe

b e t a ken c a re of as y ou d e s i re ? Will y o ur d a ught e r
h ave t o go t o wor k an d n ot t o c olle ge ? Even if y ou
d on t t a ke t he p ol i cy I m os t S i n ce r e ly h o p e o f c o u r se
’
, , ,
th a t y o u w i ll live t o a goo d old a ge a n d th a t n o n e o f

th e s e thi n g s will h a pp e n t o yo ur l ove d on es B ut c an .
y o u a ffo r d t o t a k e t he ch an c e ? W on t y o u b e e ve r s o
’
m u ch h a ppi e r in k n owi n g it is a ll s ettle d th an in th i n k

”
in g fre q u en tly a b o ut t he r i s k y o u a re ru n n i n g ?
Al s o s umm a r ize your i n cit e men t s p resen ti n g th e m
, ,
a s fo r c e fu lly a n d d i r e ctly a s y o u c a n Wh e re a s a t t he
.
b e gi n n i n g y ou c ov e re d up y our a pp e a l s t o his fee li n g s ,
n ow m a ke him r e a liz e th e ir full fo r c e He w i ll n o t res e n t

.
thi s n ow p rovid e d he wa s re a lly affe ct e d d uri n g t he

,
e a r li e r s t a g e s o f t he i n t e rv i ew .
Thi s m an n e r o f cl os i n g is w e ll illu s t r a t e d in t he
B a gl e y B a rn e s i n t e r v iew ( Le s s on I li ne s 1 5 5 1 76 )
- — ,
wh e re t he s umm a ry is fo llowe d by B a rn e s s s t at e men t ’
“
th a t t h at is a fin e p ro p os it i on e t c The re m a i n d e r
w
, .
o f t he i n t e rv i e is d e v ot e d t o mi n o r d et a il s The .
H a r ri n gt on Ald e rson i nt e rvi ew is s i m i l a rly a goo d

-
e x a mpl e o f thi s type o f a cl o se .

—
L i ne s 2 40 3 2 8 in L es son
I I re s ult in Ald e r s o n a dmitt i n g th at t he pl an is i n t e re s t
in g A s h o rt e r s umm a ry a few m i n ut es l a t e r d ev ote d
—
.
o n ly t o i nc i t e m en t s ( li n es
3 70 3 8 7 ) cl in ch e s t he s a l e .
C orn e r t h e p ros p ec t so t h a t it i s ea s ier t o go ah ea d
t h a n n ot . thi s typ e o f cl os e we put up t o t he p ros

In
p e c t a ch o i c e b e tw ee n t a ki n g t he p o licy a n d b e i n g tru e
t o his i n n e r d es i re s a n d c onvict i on s o r n ot t a k i n g t he ,
p olicy a n d d en yi n g th e se ch e r i s h e d b e li efs o f his An d .
it is a l s o s o h a n dle d th at n ot t a ki n g t he p olicy w i ll
i n v olve t he s c orn of t he s a les m an a n d of t he p ros p ect
him se l f .
Thi s typ e of clos e is i llu s tr a t e d in t he B rown H a rtle y -
i n te rvi ew ( Le s s on XXV li n es 2 3 0 , B rown sei zes

“ ”
up on H a rtle y s re m a rk I ll t a ke my ch an c es on th a t
’
,
’
It s your wi fe s ch a n ces y ou t a ke not

’
by s a yin g ,
’
you r own Th e re a re th ou s a n d s o f wid ows wo r k i ng

.
h a r d t o m a ke a b a re e xi st en c e who a re living e x a mples

—
,
my ch a nce No M r H a rtle y
’
o f he t oo k a ch a n c e
‘
.
, .
,
”
if y ou n ee d i n s u r a n ce y o u n ee d it n ow mo re th a n l at e r .
Thi s typ e is a l s o e xe mplifi e d in t he R e ddi n g B u rt on -
i n te r vi ew ( Le s s on XXII I ) wh e re wh en B u rt on s t at es :
, ,
“
Th at s a ll t r ue It loo k s like a goo d p ro p o s iti on but
’
.
,
”
I h a ve a ll t he i n s u r a n ce I c a n aff o r d t o c a r ry R e ddi n g ,
a s k s h ow much he is c a rr yi n g Wh en t o ld .
R e d di n g s h ows how i n a d e q u at e it is for B u rt on s ’
n ee d s Wh en Re ddi n g has fi n i s h e d Bu rt on h a s on ly
—
.
t wo a lt e rn ativ e s e i th e r t o t a k e t he p o l i cy o r t o a ffi r m
t he i n c o m e fro m will s upp ort his fa mily The .
l att e r he c an n ot do a n d in con se qu en ce he h a s t o t a ke
,
t he i n s ur an c e o r a pp e a r i n a v e ry i gnobl e light t o
R e dd i ng an d t o h i m se lf .
In Les s on VII I is re l a ted a r ath e r d a ri n g u s e of th i s

met hod in clos i n g H arve y h ad fo r s ome time s olicit e d
.
a fr i e nd who h a d a lw a ys a gree d th a t t he p r o p os iti on
was a goo d o n e but i n s i st e d he did n t w an t t o t a k e t he

’
,
a lo n g s t r uggl e It is in th es e c a s es th a t t he s a le s m a n
.
a dd s a lit t l e t o t he p o s i t iv e s id e of t he e qu a t i on
“ ”
gives t he p ros p e ct a pu s h .
An d n ow wh a t is me an t by givi n g a pu s h Re a lly
a n y a c t o f t he s a l e s m an th a t s ta r ts t he p ro s p e ct m o v i n g
“ ”
c an b e c a ll e d a pu s h . Two a s p e ct s o f th i s imp o rt an t
ph a s e o f s ellin g a re a pp a re nt In t he fi r s t c as e t he
.
p ros p e ct is a rou se d t o a cti on l arge ly on t he b a s i s o f

e m oti on s ; in t h e s e c o n d c a s e he is a r ou s e d much m o r e
on t he b a s i s o f i n t e ll ectu a l p r oc e s s e s Le t u s c on s id e r
.
th e s e t wo in d e t a il .
Wh en t he h o r s e re a ch e s t he fen c e he ma y j ump ri gh t
o ve r o r he m a y b a lk a t t he l as t mi n ut e A goo d r id e r
.
c a n u s u a lly ge t him o v e r in an y c as e An d a g oo d s a l es
.
”
m an c an u s u a lly give j u s t t he r ight littl e pu s h at t he
l as t mi n ut e t o clo se t he s a l e Wh at is me an t wh en on e
.
“
s p e a k s o f a m an as a b o rn s al e s m a n is th at he ha s
s uch a p e r s on a lity th at he e as ily g et s oth e r s t o do a s he
likes ( Re vi ew h e re Les s on X on t he i n s ti n ct s o f l e a d
.
e rs h ip a n d o f fo ll owi n g a le a d e r ) Such s a l es men cl o se

.
m an y a s a l e b e c a u s e o f t he i r en th u s i a s m d et e rmi n a ,
ti on an d e a rn e s t n es s Th ough a ll s a l es men may n ot

, .
h av e s uch p e r s on a liti e s n atu r a lly p r a ctic a lly a ll may

,
le a rn t o give a little S ho ve at t he r ight mi n ut e .
Colli ns s old Hud s on in thi s wa y ( Le s s on XVI ) He .
fi r s t e limi n at e d t he b e s t obj e ct i on Hud s o n c o uld giv e

a n d th e n d r o v e r ight a h e a d p r a ctic a lly ign o r i n g Hud
,
s on s e xcu s es
’
.Thi s e l e me n t is a l s o a fa ct o r in t he c ase s
of B rown an d H a rtl e y ( L e s s o n XXV) .
”
But t he pu s h may b e m a i n ly an i n t e llectu a l
m atte r n ot i n v olvi n g s o much t he p e rs on a lity of t he
,
s a le s m a n In thi s c ase a d eci s i on is re a ch e d on s o m e

.
SELLING L I FE INSU RANCE 4 59
u n i mp o rt a nt p oi nt The b oo k a gen t a s k s y ou wh i ch .
b i n di n g y ou p refe r He d oes not as k if y ou w an t t he .
b oo k But on ce y ou a re c ommitte d t o on e of t he
.
th ree bi n di n gs i t is much e as ie r t o get y o u t o S i gn

,
.
“ ” “
R a re ly w r it es M a nn i n g h a ve I e v e r as ke d a
, ,
man if he w i ll t a ke t he i n s ur an ce S eve r a l m eth od s I .
h av e u s e d h av e b ee n s ucc e s s ful .
“
R e a di n g t he fa v or a ble c on s i de r at ion i n t he pros
p e c t s e y ’
e s I s a i d Y o u w i s h thi s m a d e p a y a
, bl e t
‘
o y o u r
wi fe o f c ou r s e d on t y ou M r B l an k ?
, , Yes he
’
, .
’ ‘
,
’
a n s we r e d Wh at is he r full n a m e ? I th en cont i n u e d
.
‘ ’
t o fill o u t t he a ppl i c a t i on .
“
S en s i n g th at i t wa s t i me t o cl os e t he s a l e I s a i d , ,
By t he wa y wh a t time do y ou go ou t t o lu n ch Mr
‘
, , .
B l an k ? Ab out o n e o clock he an s we re d
’ ‘
I d like
’
,
’
.
‘ ’
t o h a v e y ou m ee t o u r D oct o r Town s e n d fo r a few m in
utes j u s t t o h av e his fa vo r a bl e o pi n ion o f y o u as a goo d

r i s k for i n s u r an ce R i s i n g I s ai d : I ll b e i n a g ai n a t
.
’
,
‘ ’
a b o ut t e n mi n ut e s o f on e an d w e ll o lu n ch
’
g o o u t t
t ogeth e r an d th en we will h a v e t he d oct or l oo k y o u

,
”
over All r ight he re plie d an d t he s a le wa s m a d e
’ ‘ ’
1
.
, ,
.
Such t a ct i c s a re b as e d on wh a t is c a lle d imp lied c on

s en t The p r os p e ct ha s n ot e xp res s e d his d e s i r e for t he
.
p olicy but t he s a l e s m a n j udge s he is ve ry fa v or a bly

,
di s p o s e d th o ugh n ot s u ffici en tly s o t o c ome o ut in t he

,
o p e n an d a dm it i t Con s e qu en tly he as s umes t he .

,
de ci s i on h as b ee n m a d e a n d o bt a in s fa v o r a b le d e ci s i ons
on mi n o r p o i n t s which o r din a r ily wo uld n o t b e c o n
s ide re d u n til a ft e r t he m a i n p ro p o s iti on ha d b een

O Kd
’
. .
1
E G
. . Manning The Man n in g , S y stem of S ellin g Life I ns u ra nc e, 1 9 19,
p .
31 .
460 THE PS Y C H OLOG Y O F
S a les l i t e r atu re is full o f s tun t s t o u se in gett i n g t he
pros p e ct a ctu a lly t o S ign a fte r t he a pplic ation is fille d
in Fo r e x a mpl e if t he p ros p e ct w a ve rs a ft e r t he p en
.
,
ha s b ee n put in his h an d t he s a les m a n is t a ught t o s ay

, ,
”
Oh j u s t a m o me n t ; let me h ave t he p en th en giv
, ,
in g it a j e r k t o s t a rt t he in k fl ow i n g he re tu rns i t wi t h
,
“ ”
t he re m a r k Now it will w ri t e
, .
Th e s e d e v i ces are fu r the r illu s tr at i on s of t he p oi nt

m a d e a b ove th at t he s a l es m an mu s t s t r ive th ro ugh out
t he i n t e rv i ew t o s ecu r e as m an y ve r b a l a cc e pt an c es
an d fa v o r a bl e a ct s a s p os s i bl e b e c a u se e a ch m a kes t he
fi n a l ac t a l i ttle e a s i e r .
P R O P ER TA CTI C S WHEN F I R S T A TTE M PT TO C LO S E

TH E
HA S F A I LE D
If t he p ros p ect re fu s e s t o S ign i t is i n dic at i v e of his

,
l a ck o f c on v icti on o r l a ck o f d e s i re for t he i n s u r an ce .
On e of t b e s t meth o d s t o h an dle him a ft e r h e h as

he
b een o p en ly u r ge d t o S ign is t o r e vi ew t he enti re a r gu
me n t b u t t o do s o by as ki n g on e qu es tion a ft e r a n oth e r
, ,
s o w o r d e d a s t o r e c e iv e a n a ffi r m a tiv e r e ply In th i s .
wa y t he s a les m an o bt a in s t he p ro s p e ct s a g ree m en t t o
’
his a r gum en t o r l oc at es t he t r ouble s o m e p o int s if an y ,
s till lu r k in t he p r o s p e ct s mi n d Th e s e c an th en b e
’
.
e limi n a t e d A ft e r t he s a l es m an ha s a s s u re d him s e l f
.
th at t he pros p e ct i n t e lle ctu a lly s upp o rt s t he d es ir

a bility o f t he p r o p os iti o n he s h o uld a g a i n s umm a r i z e
,
t he i n cit e me n t s a n d a dd n ew on es if p os s ibl e a n d th en
, ,
p roc ee d t o cl os e a g a i n Thi s is a n e xc e ll e nt time t o u s e

.
t he m e th o d o f c o r n e r i n g him with an a lt e r n a tive p r o p o
s it io n w he re by he mu s t S ign o r e l se d en y S t a t e m en t s
t o which he h as a lre a dy a gree d .

fact s c ame t o mi n d an d n ew o bj ecti on s h av e a ri s en .
Wh at e ve r t he e xpl a n at i on it is c e rt a in t h a t his d es i res

,
a re l a r ge ly n e utr a l o r a g a in s t t a ki n g t he i n s u r an c e .
The s a l es m an on c a lli n g s ho uld en d e a v o r t o as c e r

, ,
t a in t he obj e cti on s in o rd e r t o ove r c om e th em And .
he s h ou ld fu r th e r pl an t o i n c i t e t he p ro s p e ct as stron gly
a s p o s s ibl e On s uch a c a ll t he s a les m an h a s a n u n
.
,
u s u a l a dv a nt a ge ove r t he o r din a ry i nt e rvi ew i n t h at t he

p ro s p e ct h as go n e b a ck o n his wo r d a n d be c a u s e of thi s
will b e p a r t i cul a rly an xi ou s t o a pp e a se t he s a les m an .
B e c a u se of th i s att itud e of t he p ros p ect t he s a l e s m an

c an as k him p oi n t bl a n k qu es t i on s a s t o his r e fu s a l t o
-
buy An d he c a n a l s o pres en t his re a s on s an d i ncit e

.
men t s in a mo re di re ct m a nn e r th an u s u a l .
In a n umb e r of c a ses wh i ch h a ve fa ll en u n d e r t he
wr it e r s o b s e rv at i on t he c h a n ge o f min d h as b ee n du e
’
n ot s o much t o t he a b o v e c on diti o n s a s t o t he fa ct th a t
t he p r os p e ct h as b een a r gu e d o u t o f t he d e a l by his w ife
o r s o m e fr i en d .In th e s e c as es t he o bj ecti on s of t he
,
p ro s p ect n ee d t o b e an s we re d v e ry cle a r ly b e c a u s e th ey
a re l a r ge ly t he o bj e cti on s th a t t he wi fe o r fri en d r a i s e d
which he wa s u n a bl e t o a n s we r He mu s t b e e quipp e d
.
wi th ammu n i t i on t o d e fe n d his a ct i on b e fo re t h em .
S U MMA RY
D ec i s ion often occurs i n a moment But p rep a r at ion .
fo r t he d e ci s i on may re qui re h o u r s wee k s e ve n m on th s, , .
In s e lli n g e ve r y p a rt of t h e s a l es i n t e rvi ew s h o uld b e

,
vi ewe d a s p re p a r at o ry t o o bt a i n i n g t he d e s i re d d e ci
s i on In c o n s e qu en ce t he p r os p e ct s h o uld b e le d t o s ay
.
,
“
Y es o r it s e quiv a l en t m an y t i m e s d u r i n g t he i n t e r
, ,
v i ew .An d he s ho uld b e e n c our a ge d t o p e r fo rm act s

of an y s o rt for t he s a l es m a n An d for t he s a me re a s on ,
.
“ ”
he s h o uld b e p re ve n t e d from s ay i n g No .
When t he p ros p ect s ee m s t o b e p os se s s e d of th ose

c onvict i on s y o u d e e m a re n e c e s s a ry b e fo re he will b uy ,
t he e n ti re a rgum e n t s h o uld b e s umm a riz e d a l s o t he

,
I n c i t e m en t s u s e d dur i n g t he s a l e a n d he s h o uld th en
,
b e c a lle d up on t o w rit e his n a m e o n t he d ott e d l i n e .
“
The fi n al a c t may b e fa cil i t at e d by a pu s h . If he s till
“ ”
h es it a t e s co rn e r him with an a lte rn a tive wh e re by
,
he mu s t d en y b e l i e fs a l re a dy a ffirme d o r e ls e buy .
F I NA L A SSI GN M ENT
C a ll t o m i n d t he l a s t i n t e rvi ew in which y ou a t
t emp t e d t o c lose but fa ile d C a re fully a n a lyze t he
.
c a u se s for y o ur fa i lu re .
Was y our l a ck o f s ucce s s du e ( a ) t o fa ilu re t o e s t a bli s h

t he n ec es s a ry c o nvicti o n s a n d t o a ro u s e t h e n e c es s a ry
impul ses or ( b ) t o in a de qu at e l e a ding up t o t he cl os e

, ,
o r ( c ) t o u s i n g t he wron g t a ct ics in cl o s i n g ?
In a S i mil a r way a n a lyze t he l a s t int e rv iew i n wh i ch

y o u s ucc e s s fully cl os e
. d
en d ow k w ld rry him thr gh M d y d T d y
f t he ee ou ca ou on a an u es a ,
b t by W d
u d y it m d lti m t ly pr
e n es a t h t t h xt S t
s ee e u a e ov e n a e ne a
ur d y a t lly ac wua m i g th i ti m n ever d th tr i d as co n ,

“
s e,
”
an e s a ne
s p irit g w y W d d y w t h d y
av e a . r gi g h igh t i
e n es a as e a ave a n es n
P r d li t f b b t t h ti m m wh h f l t th t t h
’
en o s s o a s en c e s , u e e ca e en e e a e
a d t g tt d t p hi W d d y i k h d h did
v an a es a en an u on s e n es a
“
s c ea ac e
”
20
no t mp t f it i
co en s a e i or s n c on v e n e n c e .
F t h i g t h i i ll
or on e h d b n m ymm tri lly r r
, s n es s a ec o e so s e ca ec u
r t th t
en a th k f l t t h t h w p h i g it t f
e v en e c oo d th e a e as us n oo a r, a n e
li li
ve f h
n es s o xpr i wh h w bl t l er e hi h
es s on , en e as a e o eav e s c ou c
d t k th i i t h b k y rd t b t t l k b m m r ’
an a e e a r n e ac a a a ou en o c o c , ec a e o e 25
d i gr bl t him w ith
sa eea e h o l Th r i i bly i ea c c on v a e s c en c e . e e v s n
c r d tea s e , b t t h wh l h
oo , a h ld ou tm ph r f e o e ou s e o , an a os e e o u n c on
g i l ity d p i i
en a an pr d th t
sus y i i ll
c on s o on ou n c e a ev er s u c c es s v e n es s
w n as i ly m r
e c es s a r r d t l t t h p ti t f l t bl i g d t
o e s ev e e, a n a as e a en e o e o
r m in b dd d ti l lm t l
e a e e fr m ti m t ti m gi i g f rt h
un a os e e v en , o e o e v n o so
l ittl o d l q nt f g i h tri mph i g r t i d r

e s un s e o ue o an u s u n ov e s o c en u an c e,
y t l ki g
e ac rt i n i ti a ce f tt r a n c on v c on o u e a n c e.
Fi lly hi f t h r
na , t d d hi m t h r p pl i d
s a e w
en a cd e , an s o e a e , a ne an
d i ti t ly p i l b it f l gi l ti
s nc s ec a xpl i i g it with i mpl o d r e s a on , e a n n s e c an o
t o t h pro p e ti b fi i rys ec ve en e c a . 35
Wh
“
r y r lly i k th y id y t d
y r w ll—th t i if it h p p
en ev e ou gea a re s c , e sa , ou c a n o ou an
pl ya as s oon as ou S t rd y
’
e e a s, a en s on a u a .
B t wh y r ik h l d y y ll t y i b d ti ll t h
’ ’
u en ou e S c on a s c oo a , ou s a n e e
ne xt m r i g Th i i g i g t d y g d P r d
o n n s s o n o o ou oo en o
”
Y ll t y i
.
, .
Aft r t h pr m l g ti f th t p r t l d i t
“ ’
e e o u a on o a a en a e c , ou s a n 40
b d ti ll t h xt m r i g f r w k w t by fl w d by i gl ”
e e ne o n n , ou ee s en un a e a s n e
a b fr m t h fi ld f d ty b t wh n t h fi ft h W d
s en c e o e e d y mo u , u e e e n es a ca e
P r d h ld
en o r d b t with i h i m l f b f r h fi lly r
e so e e a e I n se e o e e na os e . n
f t
ac ft r ri i g
, a e d wh i l t lly g g d wit h hi t i l t h
s n , an e ac u a en a e s o e , e
t t ti ly m itt d
en a ve ri f t h l ittl gr
e e wh i h w r hi
a se es o e e oa n s c e e s
w t d pr l i m i ry t
on e e q i t h lid y t h m ;na d th o a d u e o a a o e an e s ou n s
w r h rd ( i t d d ) by M S h fi ld wh w p i g P
e e ea as n en e r. c o e , o as as s n en
r d d r hi w y t br k f t
o
’
s oo on s a o ea as .
A ll rig h t i d t h f th r m k i g fp li r d
”
, sa e a e , a n u se o ec u a an u n n ec es
sa ry mph i e St y i b d ti ll t m rr w m r i g C t r il
as s .
“
a n e o- o o o n n . a s o -o , 50
t h i ti m t
s e, oo .
P rod h d not h p d m h f hi xp i m t ;
en a orth l e uc or s e er en n ev e e es s ,
his
ac co
r b ll i bl d w
e e i bly i fl m d by t h f i l r
ou s
mpl i h d hi dr i g w i t h l w m rm ri g p p r t ly
s e
oo
s
d h as
es s n
s en s
a
n
o
a e
u u n
e
— a
a
u e,
a en
an e
b itt r d i l g b tw h i m l f d m
e a o ue k w b t p w rf l
e een se an so e un no n u o e u
p tra on .
Th h m tt r d
us e u e e
W l l t h y b tt r t
e , W ll wh t n I d b t it ? W ll
e e e no .
” “
e , a ca o a ou
”
e ,
I d h w W ll I will h w m W ll y “ ” “
m
’ ’ ’
S o e .
ght t e , S o e . e , ou ou o
S h w m th t t h w y I d ! I j t h k m r d d y
o
’
e , a
’
s e a o us s a e
’
e a ou n , an sa :
‘
Hr ! Ige e y d t k w wh y r t l k i g t t h t w y !
u es s ou on
’
no o ou
’
e a n o, a a
Y o b tt r l k W ll t h t t h w y I m g i t d “ ’ ’ ’
u e e oo e , a s e a o n o o .
“
W ll g e d d it t h
, o on an W ll I m g i o , en .
” “
e , a o n
’
.
Th d r f t h n xt r m w l igh tly j r ; n w it w g wi d
t y r—
e oo O e e oo as s a a o s un e,
and M rg r t hi n i a a e ld i t r , pp r d s n e een - ea O s s e , a ea e .
P r d wh t n
en rt h
o y , t lk i g b t ? a o ea a re ou a n a ou
N th i N y r ’ ’
o n . on e 0 ou
W ll h rry t br k f t t h ; it g tti g l t
e , u o ea as , en
’
s e n a e .
Lig h t ly h w t h mm i g t n l s e i g th d r f h r m
en , u n a u e, e av n e oo o er oo
o p ; d th y f P r d h d
en an d hi j k t h
e e es o dt en o , as e on n e s ac e c an c e o
d k wh r h h d t h g h tl ly l ft l tt r—
,
f ll p
a uh on er es , e e s e a ou es s e a e e a
p i t mi i j t b g
r va e di t d d
ss v e l ly f t h y f M
us e u n , an n en e so e or e e es o r
R b rt Wi ll i m
.
o e i r t f i r ity
a s , a s en o a a ar un ve s .
I n h f h i i i i d n t h r h it t f m i f rt
suc a as on s c o nc e ce e a c ec o s o un e .
P r d l i E gl i h m p itio h d b n i tr t d t h
’
en o s c ass n n s co os n a ee ns uc e , e
pr i d y t
ev o u s t th m a d bri g t o l
, Wd d y
o c on c oc a o e an n c as s on e n es a
m r i g m d l l tt r t a fri d
o n n a
“
m bj t f g r l i
o e e e o en on s o e su ec o en e a n
t r t P l ty f m i i n t o p rf rm t h i i mpl t k w d h
e es .
”
en a or o ss o e o s s e as as e
n it ; wh
e r br g h t l tt r w ld i it bly b k p t i
o s o ev e ou no e e ou n ev a e e n
”
a ft r e h l t h t ft r
sc oo ti l t h l tt r w writt
, a a d it e noon , un e e e as en , an
w pr i ly pr m iti
as ec s e f t h i m i f rt a wh i h h d pr mp t d
e on on o s s o une c a o e
P r d t
en o tt mp t hi xp i m t l m i g p hi f t h r f
o a e s e er en a o an n u on s a e , o r,
l ! h h d q i p p d h i m l f w ith no m od l l tt r
a as e a e u y l tt r
e se e e e , no r a n e e
Wh t r
a ev e .
I tr
n s f th i k i des s ob y r d i t h t y t h i g i w rt h s n , a o
’
s c ee s a an n s o a
t y ; b t hi
r y f ud t il i p r H s e th f t r t
e or w p e a s s oo . e s ees e u u e oo s ee
i gly
n d t m h h w ld h it ld m pr i d i g g i t
an oo uc as e ou av e , se o ov n a a ns
i i t i f id
n c on s s en c e s o wh i h m y d m g him ev en c e c a a a e .
with P r d H h d it l n d of l tt r d th r b f r
S
O en o . e a v a ee a e e , an e e, e o e
q
4 .
his e y es , u p on Marga ret s ’

d k es , wa s a pp r tly a en t he pr i th iec s e ng 90
he d d n ee e .
Fr m b l w r o th i f hi m th r rgi g him t t h br k
e o os e e vo c e o s o e u n o e ea
f t t bl
as w r i g him t h t h t d i d g r f t rd i
a e, a n n t a e s oo n an e o a n es s a
sc h l ; h w pr d f ti m
oo e d td p
as i p ir ti n
es s e or e, an ac e u on an ns a o
wh i h f i l d t pr mp t him
c a e t r d t h l tt r
o o ev en o ea e e e .
H rri d ly h wr t D r fri d f th p g M
“ ”
u e t th t p
e o e ea en a e o o e a e ar
g r t h d p rti lly fill d

a e a Th h ig d h i m l f Y r
a a e . en e s ne se ,
“
ou s re
p t f lly P r d S h fi ld b ttom d l d th ”
s ec u , t th en o c o e a e o , an en c os e e
m i i wi t h i
s s ve b tt r d l m titl d P i ip l f E gli h
n a a e e vo u e en e r nc es o n s
C mp itio W ith t h t nd th r b k mp t d by tr p 100

os on . a a o e oo s co ac e a s a ,
h d e d d t br k f t m wh t ppr i b t d rk d
es c e n e o a ea as so e a o es s v e u un a en e
by y m i gi i g
an r i g l tt r t fri d
s v n m bj t
s c on c e n n a
“
e e o a en on s o e su ec
o fg r l i t r t H f l t t h t difli lt y h d b
en e a n e es . n
”
trd e e a a cu a een e c ou n e e
an d ti f t ri ly d i p d f; t h m tt r
sa s ac o ld w b d i m i d s os e o e a e c ou no e s s se
fr m hi m i d H h d pl ty f t h r d iffi l ti t t k it pl
o s n . e a 105 en o o e cu es o a e s ac e .
N ; h h d n m i gi i g
o e w h a i l d by yth i g m
o s v n s , n or as e as s a e an n u
pl t in t h t l i
e as a n wh t h h r tr k f t h l i
a n e, ev en en e ou s uc or e c as s n
E gl i hn mp iti s If h h d b
co tw osthr y r ld r x
on . e a een o or ee ea s O e , e
p i m ig h t h w rn d him t t k t l t t h pr ti f
er en c e av e a e o a e a e as e ec au on o
co py i g hi ff ri g th t it w ld p p r i hi w h dwriting 110
n s O e n , so a ou a ea n s o n an
wh h h d d it i b t P r d h d t
en e
“
an e gl d t it n,
”
u en o a no ev en an c e a .
I th i k i d Mi S p I w i ll r l fy t d
“ ” “
n ksa ss en c e , as s ev e a o ou o re a
y r l tt r l d b f r y h d t h m i C l r R yp l y
,
ou e e s a ou e o e ou an e n . a a a o e, ou
m y r d y r
a ea ou s .
P r d w en o b r d b t th rwi as m f rt bl ; h h d n p 115
o e u o e se co o a e e a o a
pr h i th t h m igh t b i l d d i t h
e e n s on a r le p i lly e nc u e n e
“
s ev e a es ec a
b gi i g wit h C l r R yp l
,
as Mi S p ss en c e s
’
t r p f rm r
e nn n a a a o e, a s a er o e ,
i d i t d th t h
n ca e l ti f r d r w ld b m d fr m t h
a e r s e ec on o ea e s ou e a e o e
i ti
c on s c en d pr fi i t d i i i
ou s an t th h d f th l o H c en v s on s a e ea o e c as s . e
l i t d t i lly t t h b gi i g f t h fi t l tt r t h gh h w 120
s en e s o ca o e e nn n o e rs e e , ou e as
i
c on s c o u s of d ll r tm t i p ir d m i ly by t h p rf t m
a u e s en en , ns e a n e e ec co
p la c en c y o f Mi s s Ra y p ole
’
s vo ce i .
r C i
“ ‘
Dea he b m thly I t h gh t I
w ld writ y t —
ou s n s e ga n s oo , ou
ou d y e ou o a on so m bj t f g r l
e su ec o en e a in t e r t d es , an
so I t h g h t I w ld t l l y
ou ou e ou a b t t h bj t f
ou e su ec o ou r c o u r th ou s e .
It i ry fi b i ld i g it
s a ve ne u n s ua e t d in t h t r f th e c en e o e c ity d , an a
v i it t sth b i ld i g ft r
o e u n a e sc h l h r w ll r p y f
oo ou s e e a s or t he v s i it .
rod !
Pen
Mi S p ss r hi g y h d t k ’
en c e s s ea c n e e a a en n o e o t b th d
f t he en ea an d
t h tw i ti g b tt
e sSh f nd it n u on . e oun ec es s a ry t o s p k gi
ea a a n .
P r d S h fi ld !
“
en o c o e
H m l g i dly t o lif
e ca e an u e.
Y ou may ead y ou lette r r r .
”
Y es m
’
.
b l m ly m
A n d he ega n t o p aw c u s i a ong his oo s, b k wh r p
e eu on Mi s s
p ’
S en c e s g a n c e fi e l rdw h p
it s u s i c ion .
“ ”
pr p r d
Hav e y o u e a e on e ? s he e an e d m d d .
Y es m, s a i P en o
’ ”
ea d i r d dr m ly .
y r
Bu t o u e go i n g t o fin d y o u fo got t o
’
r br r
i ng it , a en t y ou ? ’
d r d d r p pr
I go t it , s a i Pen o , i s c ov e in g t he a e in his P rin c ip les
”
of E n glis h Comp os it ion .
“
W ll w ll l
e , e
’
wh y d m pr p r
i s ten t o at o u v e fo u n ti e t o e a e, s he ’
d dd
s ai , a ld ly
ing c o , for on c e
“ ”
.
r k p m m
The f a n es t es s i i s c o n c ern i ng Pen o er d p rm d
e a te t he wh l
o e
roo m; th y f t h wh l tt r h d t m t with f r
ev e n e e es O os e os e e e s a no e avo
t rn d p him with b i
u e u on r th t h r wo ry pr 8 5
v o u s a ss u a n c e a e e a s ev e os 1
p t f p rf rm
ec o a e wh i h w ld by mp ri
o an c e l d m r c ou , co a s on , en a eas u e
o f r d it t t h w r t pr
c e o d i g it B t P r d w
e o s ff t d by
ec e n . u en o a s un a ec e
th g e r lg ; h
en e a ti ll bl i ki g fr m hi l t h rgy d i
az e e ro s e, s n n o s e a , an n
no tr wh lly l i
u e s en s e o a ve .
H h d e i d ; t r d r p i dly p i bl
a on e ea o teab l 0 as a as os s e, s o a s o e c on e 19
w ith t h t k d h b g i h igh p it h d m t
e as , an e e r di g
an n a - c e on o o n e, ea n
w it h bl i d m i d d
a n f t h ig i fi
n an f t h w rd
no s e n s e o e s n c an c e o e o s .
D r h d l im d ll m b ti f l b t “ ‘
ea Y e ec a e . ou ca e ea u u , u
I m a t r lly b ti f l d th r
no ea e au ti m wh I d b t if I m
u , an e e a re es en ou a
e v en p tty th g h p rh p my h ir i b tif l d if it i tr 195

re , ou e a s a s ea u u , an s ue
t h t my y
a l i k bl t i h
e es a re e ue s a rs n ea v en
S im lt u ly h l t hi br t h d t h r b r t p him
a n eo u s e os s ea an e e u s u on a
p r p ti f t h r l t t whi h h w b i g mm itt d by th i
e ce on o e es u s o c e as e n co e s
l m it r d i g A d l i m lt
ca a ous ea n . w th n tbr k f a so s u a n eo u s as e ou ea o
th l i t
e c as s h i ti
n o c ac f d l ig h t r ly r pr d by t h 200
nna on s o e , s ev e e e es s e e
p rpl x d b t i d ig
e e e t Mi S p
u n n an ss en c e .
G
“
! h
o on mm d d gri mly wh n h h d r t r d rd r
”
s e co an e , e s e a es o e o e .
S ELLING LI FE INSU RANCE 4 7 1
Ma a m ? ’
h e gu lp d l k i
e , oo ng w t h dly p
re c e u on t he ro y s fac es
al b t him
la ou .
G
“
with t h d ri p ti n f y r l f h i d W d li k 205
O on e es c o o ou se , s e sa . e
’
e
t h r m r b t y r y b i g l i k bl t r i h
o ea o e a ou ou e es e n e ue s a s n e av en .
”
H r m y f P r d l itt l mr d w r f r d t l p t h ir ’
e e an o en o s e co a es e e o ce o c as e
f tig h tly i b th h d ; d hi d i m y d g
a c es n in r f g
o gh t an s an s s a e az e, e u e, s ou
t h tr e h r p p r in hi h d
ea c e ou s a e s an .
Wh t it b h ld th r w h rri bl
a e e e e as o e .
Pr d ! i d Mi S p
“ ”
ss en c e
I— ft n t h i k
o c ee sa .
h f lt r d tr m t h t hri l l
“
d
‘
e a e e an a- a ee- or u- s
ll yo r l t w rd t m t h t l t—t h t
o e n ,
my b i wh n I e n
’
e re-c a u as o s o e a as a
l t
as
”
Go on !
“ ‘
Th at
l t ni g in t h m l igh t wh y
as ev e n e oon en ou —y —y ou ou
P r d Mi S p n i d d g r ly y ” “
en o , ss e ce sa an e ou s , ou go on , a n d st op
t h t t mm ri g ”
——
a s a e n
Y —y i d y w ld w it f —f y r
.
‘
ou ou s a ou ou a or or ea s to to to
”
P en rod!
“ ‘
To win me ! m i r bl P r d m g d t g p t he I
h ld t h p —p mit t d—p rm itt d y t p k
se a e en o an a e o as .
ti l
— pr t
s ou no av e re re e e e ou o s ea so un
w h t ; b t h h w w t it H ’
e av e o u r ou r a en s c on s e n u O o s ee e
l d d bri kly Y rs
,
exh l d a e ig h f g y d t h n
a s o a on , an e c on c u e s , ou
r p tf lly P r d
es ec u , en o
B t Mi S p
u h d t l t d i i d om t h i g f
ss en c e h k n w t he
a a as v ne s e n , or s e e
S h fi ld f m i ly
c o e a .
Bri g m th t l tt r !
n h id
e a e e s e sa .
A d th n rl t b y p d f rw rd b tw n rows of my ti fi d
e sc a e o as s e o a e ee s e
b t i mm d r t ly p l i ft d h i ldr
u o e a e u 23 0 e c en .
Mi S p h r l f gr w r th r p i k x m i d t h mi
‘
ss en c e h e se e a e n as s e e a ne e s
i
s v e, a n d th i t ity w it h wh i h h ft rw rd xt d d h
e n en s c s e a e a e en e er ex
a m i ti t na r t h mpl t fi ld f P r d S h fi ld
on o c ov e d e co e e e o en o c o e c au s e
him t fi d r m t o t r f i t r t wh r
n a e t r t hi mb r
o e c en e o n e es e eo n o es s e a
ra s s e d g S h l t him t d b f r h t hr g h t t h
az e . e e il 23 5 S an e o e er ou ou e s e n c e,
eq l d p rh p by t h t r p
ua e , e a d ri g tri l f m rd r
s, e en s e a u s es u n a s or u e ,
an d th t i i g h r l f h w p i gly g t r d him t t h
en , c on a n n e se s e s ee n es u e o e
—
,
p i ll ry o h ir p t h p l tf rm f i g t h h l
a c a u on e a o , ac n e sc oo .
Hr h ff r d f
e e th e su l t rm f h r w ith m y
e e or e un us u a e o an ou , an
j l r d
oc u a i g y
an t tly p him ; d wh h w 240
c u nn n e es c o n s a n u on an , en e as
rl d t o h rri d h t d hri k p r d him ry t p
e ea s e a n on , o s ou s a n s e s u sue ev e s e
o f hi h m w rd w y s F
o h i l gh t r l i g l itt l
e a a h lm t or s au e -
ov n e sc oo a es
p r d him t — ith r b y
.
s a e g irl
no ne e o n or .
d l th y h t d Hw y r b ti f l h ir ?
“ ” “ ’
Y y P a , en t o e s ou e . o s ou e au u a
A d Hi P r d ! Wh g i g t y rp r t t? 2
“ ’ ’ ”
n , y ,
t
en o en ou o n o e ou a en s c on s e n 45
S y P r d h w y r tr m r ? y r tr
“ ’ ” “
A d n , a , en o D , o s ou e e- o es o es ou ee
m r thri ll y r b i P r d ? A d m y th r f ti
o es ou e n ,
’
en o
”
n an o e ace ou s
i q iri h rd t b r i p bl i
n u es , a o ea n u c .
A d wh n h h d t h t mp r ry h lt r f hi h m h x
en e re a c e e e o a s e e o s o e, e e
p i d
er en c e r l i f p fi d i g t h t M rg r t w
no e e t f
u l h 25 0
on n n a a a e as ou or un c .
H w e d ply mb itt r d t w rd h
as a s ee t w rd y th r d
e e e o a er a s o a an o e , an
c on si d ri g h l rg ly r p i bl f hi m i f t
e n er a h w ld
e es on s e or s s o r u n e, e ou
h wl md
av e p p rt ity t h w h wh t h t h gh t f h
e co e an o o un o S o er a e ou o er .
H wl g h w k pt i ft r h l t h t ft r “ ”
o on e as i t e n a e sc oo a a e n oon s no a
m tt r f r rd b t it w l g B f r h fi lly pp r d p 2 5
a e o ec o , u as on . e o e e na a ea e u on 5
th tr t h h d mp d
e s ee ,
mpl l tt r
e a bj t f g r l
co os e an a e e e on a s u ec o en e a
i tr t
n e es m ly S h l Li f , na d r th
e pr ii“
c f Mi oo e,
”
un e e su e v s on o ss
Sp ; h h d l
en c e r i d m e r h i g dm iti i r p t
a a so ec e v e so e sco c n a on on s n es ec
t h r bl b h i r r g rd i g t h r p pl l tt r ; d M
o on o a e e av o e a n o e eo
’
e s e e s an ar
g t
a re h d b ’
s t r d ta h im w it h r
een re u n e i tr ti t b r 260 o s ev e e ns uc on s o ea
it tr ig h t t t h
s a rigi l w r omp i d by f ll f i
e o na d o ne ac co an e u c o n es s on a n
a p l gy A m r f i r
o o . th t th th i g b d
s a ea s u Mi
e o nsu an c e a es e n s e on e, ss
Sp t t d d fi it ly h i t ti t h ld
en c e s a e e n r ti bye er n en on o o a c on v e s a on
t l ph
e e wit h M rg r t th t
on e i g A lt g th r t h d y h d
a a e a ev e n n . o e e , e a a
b een lly w f l
unu su a f W d d y d P r d l ft t h 265
a u , ev en or e n es a , an en o e e
sc h lh oo with t h h rt fou s e r h i t t hr bb i g i hi h t
e ea o an an a c s o n n s o
b m It w r m r
os o . r t i d d t l i k him t t h
e e r
o e a c c u a e, n ee , o en o e an a
c hi t h r t ri ti w p ; f
s
’
s c a ac e P r d m t t t h tr t
s c ea on o r, a s en o ca e ou o e s ee
h w e i ll i w rd r p t
as , n a b mb l d d d ti k i g
n a es ec s, a o , oa e an c n .
H w lk d m d i ly w ith
e a ei i bl p t f r
oo A 27 0
, a v s e as ec o s o en es s .
m rm r u d w t h i k b t hi h d wh r f r it i t b
u o u s s ou n as c a ou s ea , e e o e s o e
su rm i d th t h mm d with hi f m i l i r d
se a e co h m t une s a a , an on e v e e en ,
o ft r p t d phr
-
e b t l ik
ea e t i f r lt p t h i ase ea e a oc s n o ev o u on e a r
“ ”
D awgon e ml
’
—
e
He t
a n ev ryb o m
dy t h e u n i v rs e
e e e .
P arti c l rly in l d ed v i d en t ly
u a wa a S p rrow off n i v ly
c u , e , s a , e s e
ch rf l u p on l mp p o t Th i l f c nt r d l itt l b ird a ll ow d a
ee u a a s . s se -
e e e e e
p bbl t o p a ov erh e d an d r m i n d u n c n c rn d b t a m om en t
e e ss a e a e o e e , u
i i i bl e b t w ll k n own
nv s u e - wn er
o o f t h at vo ce i . It ca m e ag a n , i in
t nti ng m o k ry
au c e .
Sa mmy ’
s ma d, an d I a m gl a d ,
An d I k w wh t w i ll pl him ;
no a ea s e
b l
A ott wi t m k him h i e 0
’
ne o a e s n e,
A nd M b l R b k t q a him ! e ore ec o s u eez e

”
r h l th i g !
F es i d Mi R b k b om i g rti l t
o e n
”
sa ss ore ec , ec n a cu a e . 3 25
A n d, u n r bly i l d i g S m i h i d ig ti
ea s on a h t d nc u n a n er n na on , s e os s e
h erh d t him with ea m i t k bl ff t f rn S h b g

a an u n s a a e e ec o sco . e e an
to w lk w y a a a .
W ll M b l
“
i d S m pl i ti ly f ll wi g it i t my
e , a e , sa a a n ve , o o n , a n
’
f lt I d id t d y t h i g It P r d ’ ’
au . n o an n . s en o .
Id r h b g p tti hly wh t h i p ri h i w
“ ’
t on ca e s e e an e s , en e v e s vo c e as
a g i n l i ft d
a e .
O h, o h, O h!
Wh o s
’
y rb ou eau ?
Gu es s I k w no :
Ma b e l an d Sa mmy , o h, O h , O h!
I c au g ht y ou !
”
Th en Ma b e l did h th i g wh i h t r lly p rpl x t h on e o ft os e n s c e e na e e e
l w r x Sh d l i b r t ly m d f
s o e se . t t t h tr e b hi d e e a e a e a a c e, n o a e ee e n
wh i h P r d w l rk i g b t t t h i
c en o t d h rt wr g 3
as u n , u a e n n o c en an ea -
un 40
S m a Y . d t m l i mp i ft r m S m Wi ll i m
o u n ee h n
’
co e n
’
a e e, a a s,
”
s e
sa id t h g h S m w p pr h i g p t w p rf t ly
, ou a dlg as a oa c n u on o e ec soun e s .
A d th
n h w y t th t p f h p d
en s e ra n a a a e o o er s ee .
“
R igg r un , P r d b g n i x
n bly B t S m
e , ru n en o e a ne c u sa . u a
cu t th p r ti e h rt t t h i p i t St g t f ry h h rg d 3
e s ec u on s s o a s o n . un o u , e c a e 4 51
u p t h h l t ri g tr i t h S h fi ld y rd
on e s e e n ee n e c o e s
’
a .
O rd i ri ly t h j t
na P r d w ld h
, a fl d k pi g
s uc a unc u re, en o ou av e e , ee n
hi w t mp r
s o d i r
n i g t h h t f hi p r r by b k
e e an nc eas n e ea o s u s ue
’
s ac
fl gjun B t th i w W d
eers . d y dh w i u m dt s as e n es a , an e as n no oo o ru n
fr m S m H t p p d w y fr m t h tr
o a . w iti g t h
e s e t e a a o e ee , a a n e on s e .
W ll wh t y g i t d
“
e , m h ? h id
a ou o n
’
o
‘
o so uc
”
e sa .
B t S md d
u t p at pr ff r t h d ir d i f rm ti n T h
i no ause o o e e es e n o a o . c a
? w t h t t l x t t f hi l pr l i m i i b f r
’ ”
g t o y n s en s e as e o a e en o s v oc a e n a r es e o e
fl i gin g h i m l f h dl g p t h t t r ; d t h t w b y w t
n se ea on u on e aun e an e o o s en
S ELLING LI F E INSURANCE 47 3
t o t he
gr o d t g t h r ; t h y r o ll
und t h y p mm l d t h
o e y h am 3 5 5 e e e , e u e e , e
m r d t h y k i k d A l th i w fig h t !
e e , e c e . as, s as a
Th y r fl i l i g wh i l t h r w d t h ir mbr
e o s e, a d g n t a e, en en e e e e a c e, a n , ru n
i g b t w d th m l
n , es o w p e r t r p ti M t h r
e s e v es a n e u on o u r e v e oo ec e ve o e
E rt h
a O m r p t h ir f t t h y b t h th r r ly
. nc e o e u on e ee , e es e ea c o e so e ,
d l i g m y gr t bl w oftti m p t h i b t w it h ff 3 00
ea n an ea o s, es u on e a r, u su i
i t fr q
c en y p r ntf l fl h T r w r j lt d t t h ri m
e u en c u on es e u es . ea s e e o e o e s
f y b t t h i lly t h y d id t w p Gt y “ ”
w
’
o e es , u ec n ca e no ee . o n s en s e, as
r p t d h k i gly m ny m y ti m ; l o D r l f l !
e ea e c o n d a , an es a s , e n o e oo
”
an ,
“ ”
I ll s how y ou !
’
The p pp r d p th
eac e m kr a im t d e who
w 3 05 a ea e u on e an a e s c en e as
P r d G l Sl m Th i ld rly r l ti h d m t
’
en o t s re a u n c e oc u . s e e e a ve a co e o
ca ll p M S h fi ld d h w w ll p hi w y t t h fr t
u on rs . c o e , an e as e u on s a o e on
d r wh t h m tt ri g f w m g m hr bb ri
oo en e u r th
e n s o ar a on so e s u e es n ea e
f d him t d fl t fr m hi
en c e c a u s e r i b l t git ti
o e ec o s c ou s e n e n ev o en a a on .
B y ! B y ! Sh m b y ! h id b t rigi l ity f 3 70
“
o s o s th a e, o s e sa , u , as e o na o
th xpr io d id not pr
es e e es stri k i g gh t
ns ttr t y ov e s n e n ou o a ac an
gr t tt ti
ea afro m t h omb t
en t h f l t bl ig d t
on m e c a an s , e e o e o as s u e a
s h r i t h pr d i g It w
a e n e h r t i l i g gr t r ti ity
o c ee n s . as a s a e en a n ea e ac v
t h h h d ti i p t d
an e d b f r h m
a an g d t c p r t th a e , an e o e e an a e o se a a e e
f rm r fri d h i t r p t d b d i ly
o e en s m t f i l e t 3 75
n e ce e o an a ou n o v o en c e o
wh i h h w wh lly
c e t m d A dd iti lly hi ttir w
as o u n ac c u s o e . on a , s a e as
d i rr g d hi h t w
sa an e l g r p hi h d d hi t mp r
, s a a s no on e u on s ea , an s e e
w i as b dw y
n a I f t hi h t fl w ff h m d
a a . f w rd n ac , as s a e o e a e use o o s
wh i h d r l c , xtr m ir m t
un e w ld h
es s e d b th e e c cu s a n c es , ou av e c au s e o
b y t f l m h pr f d r i t r st t h t h y did in G t l 3 80
o s o ee a uc o ou n e n e e an e re a u n c e
Sl m
oc u .
! S m b bbl d ty rd r t p k
“
I ll g t y D
’ ’
e ou a a e . on ou e v e a e o s ea
m g i P r d S h fi ld l ng li I ll wh i p y
’
t o e a a n, y en o c o e , o as ou v e, or ou
wr o se I h t h i ti m !
’
n av e s e
”
P rod q wk d F t h m o m nt h w i
en s ua p bl f h r t 385
e . or e e e as nc a a e o co e en
s p h d th f i l i g i
eec , an li tt mp t t r h hi
en , a n n a c onv u s v e a e o e ac s
en e my hi f ry lm i t d p n
, s iu t bj t wh i h h d
cu na e u o an n noc e n O ec c a
n ev e rd him t h l ig h t t h rm G t l S l m h t l y
on e e s es a . re a u n c e oc u
’
s a - a
p t h gro d l by d P rod w i t h t t t f irrit ti

wh i h k n o t l t t bl i dly— p p l y h h d t d 3 90
u on e un c os e , an en as n a s a e o a on
“
c s ee s a u e oo n as eo e sa , e a o o
so m th i g H k i k d G t l S l o m h t w it h h w p
e n .
”
e c e re a u n c e cu
’
s a suc s ee
an pr i i th t it r
d ec s o n wi ftly d br ti g t h a t mn ose s an , ea s n e au u
br p d r th f
e ez e , as se d t i t
ov e th tr t e en c e a n ou n o e s ee .
G t rea l Sl m tt r d
unc e m f g i h d i mm d i t ly
oc u u e e a s c rea o an u s an , e a e ,
i gt p
c e as n m k o f rt h t
ea c e m r i mp rt t r
a ; b t 3 95
e, r a n o o a o e o an es c u e u
th fli t w
e c on t c w d S ity h d r t r d t S m W i ll
as no re n e e . an a e u ne o a
i m ; h w w d by t h i
a s e as l l d d f P rd
a e d fi ll d s c o os s a ee o en o
’
s an e
wit h h rr r t t h t h g h t t h t h m ig h t b h ld
o o a e ry t o
ou a e e e a s a c c es s o
it Fl t ly h fl d p r
. ee d f e t h g t by t h wh l b dy f
e , u sue as ar as e a e e o e o o
P r d d t h r ft r by P r d i l ’
en o an e ea e en o s v o c e a on e
w it ti ll I t h y ! Y ll wh t y
, .
Y
’
Y b tt ou e er ru n ! ou a ca c ou ou s ee a ou
g t e x t ti m ! D t y
ne er p kt m g i on l g y’
ou ev e s ea o e a a n as on as ou
Hr h p e e d br p tly f G t l S l m h d r
e au s e a rd
u , or re a u n c e oc u a ec ov e e
hi h t
s d w
a r t r i g t w d t h g t Aft r
an as e u n n gl t o ar e a e . e on e an c e a
G t l Sl
re a u n c e m P r d did t l i g r t tt mp t y xpl
oc u en o 405 no n e o a e an e an a
ti —th
,
on ti m wh
er e a re b y t h t p l gi w ld
es en e v e n a o c a n s ee a a o o es ou
s ee m t f pl ou Th i
o r d th h
ac e . t th b k y rd s o n e ra n ou n e ou s e o e ac a .
H r h w gr t d by D k hi l itt l ld d g
e e e as ee e Y g t w y u e, s e o o .
“
ou e a a
from m ! i d P r d h r ly d w it h t rri bl g t r h
”
e sa en o oa s e , an e e es u es e re
p l d t h f it h f l
u se ei m l wh r tir d ph i l ph i lly t t h 4 10
a u an a , o e e os o ca o e
s t bl
a wh i l hi m t r l t h i m l f t lth i ly t f t h b k g t
e, e s as e e se S ea ou o e ac a e .
P r d h d d id d t
en o a b t h i m l f fr m h m f t h ti m b i g
ec e o a s en se o o e or e e e n .
Th k y w gr y
e s d th r w r h i t
as f mi g d k i t h
a , an e e e e n s o co n us n e
i ; it w
a r h r it d t hi t rb l t l d h w lk d w ith
a s an ou su e o s u u en s ou an e a e
a so mb r w gg r R l i k
e s a dy l f! h iff d h l f l d 415
e .
“
an e a c ar
’
-
ca
”
e sn e , a a ou ,
a ll d i g t t h h te f S m W i ll i m i d p rt r
u n o e as All h i o a a s n e a u e .
“
e s,
l
o e rdy l f!
c a
’
-
ca
”
A d th n h p en d d p t h ll y h t d y m t hi
as e ro c e e e u e a e a a e cr s o e s
r Hi P r d ! H w y r tr m r ? A d tw j i l
’ ”
ea s : , en o o s ou ee- o es n o ov a
sc h lb y f
oo o pp r d b a c es a h ig h b rd f Hw y
ea e 420 a ov e a oa en c e . o
’
s ou r 4
b ti f l h ir P r d ? t h y i f r t d Wh y g i t
ea u u a , en o
”
e v oc e a e .
“
en ou o n
’
o
g it y r p t t ? Wh t m k y t h i k y r ly
’ ’
ou a ren s c on s e n a a es ou n ou e on
p r tty l bl t r ? ”
e , O e ue s a s
P r d l k d b tf
en o oo ri hly f m i i l
e a d ld fi d
ou ev e s or a ss e, a n cou n non e
to hi h d b t t h
s an rf , f th u ll y fli d ; h m d m d 425
e su ac e o e a e su ce e a e u
b lla sd fi r ly b mb rd d t h
an e ce if f N t r lly
o a e e v oc ero u s en c e . a u a ,
h ti l m d b ll pr tly i d fr m b h i d th i b ri d ; d
os e u a s es e n ss ue o e n s ar ca e an
th us mp ig d l p d wh i h ff r d p i t r n t l i k a
a ca a n ev e o e c O e e a c u e o un e
c rt i t k t h of pol iti l mp ign wh r in th i me

’
a oon s s S e c a ca ca a , e e s sa
Thu d l Thu d l Blun k l
“
O of !
”
sa id P en rod .
W i ll i m h i g d i d with hi f m i ly t th ir
S am a s, l av n ne s a a e usua
h r ou , l i pp d
s ev en , t t ti ly t f t h k it h d r
s e u n os en a ou s ou o e c en oo , as
s oo n a s h ld ft r t he l i n f t h m l d q i tly
c ou a e e c on c u s o o e ea , an u e
b t k h i m l f t t h S h fi ld r r
e oo se o e c o e s
’
c o ne .
H r h t ti
e e d h i m l f wh r h
e s a ld
on e ll f p 4 75 se e e e c ou s ee a a v en u e s o a
pr h t t h h
oa c o d w it d Tw ty m i t w t by
e o u s e, a n d th a e . en n u es en an en
S mba m dd ly l rt d tt ti f t h
ec a e su l igh t r l d
en a e an a en v e, or e a rc ev ea e
a s m ll grot q fig r l wly ppr h i g l g t h i d w lk

a , es ue u e s o a o ac n a on e S e a .
I t w br w ias l r h ggy d i d fi it i f rm ; d it l i mp d
o n n co o , s a an n e n e n o an e
e x i ly n d p
c es s v e d t b it l f d t m d it t
, a au se o ru se an o e a e.
P l i r a t h th i g w S m h d n d b t t it i d n tity
ec u a s e n as, a a o ou as o s e .
H d e a d v an c e .
L P r d h i d ti ly d wit h h d f f rm l ity
“’
O, en o , e sa c au ou s , an a s a e o o a .
P r d l en o d g i t th f ean e d l ifti g l g t t d th
a a ns e e n c e, a n n on e e , es e e
k j i t by wi gi g hi f t b k d f rth pr
n ee o n s n ni d tly 485 s oo ac an o , a o c es s ev en
pr ti
ov o c a f l itt l p i Th h r bb d t h l ft i d f hi
ve o a e a n . en e u e e e s e o s
r td f
en c u s e d p i g hi m t h t it wh l p ity
a c e, an , o en n s ou o s o e ca ac as
an a p rt r m d hi l w r j w l ig h t ly fr m i d t i d th
e u e, ov e s o e a s o s e o s e, us
tri mph t ly ttl i g q ti i hi wn m d t wh t h r o

u an se n a u es on n s o in as o e e r
n o a sus p t d d i l ti h d t k p l
ec e s oc a 490 on a a en a c e.
H i g ti fi d h i m l f
av n sa t h p i t h x m i d b t h h in
s e se on es e o n s, e e a ne o s s
d l i t ly by t h
e ca e s ft h d r f lly t t d t h p citi
e s en e o ou c , an ca e u es e e ca a es
o f hi k m l t m hi h d i wo t d m n r
s n ec u s c es o ov e s ea n a n e an e
Th h r p d d
en e m wh t g flfy
es on e so e a ru
m
”
LO !
’
Wh r e e y ou b ee n ? Sam sa id e age rly , his fo ma r lity v an s i h ing .
Hav in ’
a m u d fig t h .
I g u es s y o u did !
”
S am e x l im d
c a e , in a low voi c e . Wh t y ou a
go n i ’
to t ll you r
e
“
O h, 5 00
Y ou r i t rt
s s e e epl h on d t e o ou r h ou s e t o s ee If k w wh r y I ne e e ou
wr e e,
”
sa id S m a .
“
S h t lde o me if I sa wy b r y gth m
ou e fo e ou o o e
to t ll y ou
e su mp t hin g, b u t n o t t o s ay a n yth i g b t it S h i d
n a ou . e sa
Mis s S p en c e had te e l ph dt h
on e o er, bu t h s i d f m t t ll y
e sa or e o e ou
it wa s all ig t a ou t r h b t h t l tt r
a e e a nd s h w e t goin t o t ll y r 5 05
as n
’ ’
e ou
S E L LING L I FE INSU RANC E 4 79
d fat h er dn t any t h ng a i b o t it
’
mot he r a n on y ou, so y ou n ee s ay u
”
t o em
’
.
A ll ri g h t id , sa Pen r d i d iff r t ly
o n e en .
She sa y y r s ou
’
e go in g to b e in en o u g h tr bl wit h t t h t
ou e ou a ,
w
S a m e nt on o u e goin t o c at c
.
“
Y
fi t s a o u ou
’
r cu
’
h b t y r un c l e S lo m s ’
5 10
h a t , Pe n o
”
rd .
“
W ll
e , I g u es s I no it k w
Y
.
b
An d a o u t n ot c o in o e t o i nn e , t oo
’
m h m ou moth e t e e d r . r r l
ph d m mm wh l
twi c e t o a a i e we e e ea t in , t o s ee if o u c o e
’
wr y ’
d m
—
on e
h
in o u r o u s e An d en t e s ee y o u
. wh h y
my , b u t o u e goin t o g et
’ ’
y r 5 19
”
t he dic k en s , Pe n rod l
r d m d mpr d h h
P en o s e e e u n i w ll w r h
es s e , t o u g m
he wa s e a a e t at Sa s
’
p r ph y w
o ec r bl as n o u n ea s on a e o n e.
W ll I g
“
e I k w it
, h r p t d lly An d h mo d
u es s no ,
”
e e ea e c as u a . e ve
l wly t w rd hi w g t
S o o a s o 520
n a e
ly—th
.
Hi fri d l k d ft r him ri
s en oo t h l i mp i g fig r
e a e cu ou s en , a s e n u e
f mbl d l m i ly wit h br i d fi g r t t h l t h of t h g t th r
u e c u s u se n e s a e a c e a e e e
d d l i t tl l i it d i S m i ’
S y P r d h w—
s ou n e a e so c u e n a s vo ce .
h w d yo f l ?
“
a , en o , o o o u ee
Wh t ? a
”
f l pr tty b d ?
”
D y o ou ee e a
N id P r d
O, d i
sa p it f wh t w it d him b yond
en o , an , n s e o a a a e e
t h l ig h t d p rt l j
e te h d h p k t h tr th Hi r w r
o a s us a ea , e s o e e u . s n e v es e e
r t d d hi
es e lw t p
an Hi W d n d y m d n s w s
s s ou as a ea c e . s e es a a es a
ov e r . 5a
“
N i d P rod ; I f l b lly
O, sa en ee u .
Now t u rn b a ck p a ge 6 2 o f L e s s o n V an d wr i t e outto
t he a s s ign m en t t o b e p r e p a re d b e fo r e re a di n g Le s s on V I .
Beh i av or,
mp f 5 75
q i d p 855
co on e n t s o , .
ti d
na v e an ac u re , . .
B h i
e w dh m bi g i g
av or t o l p ar u an e n s n en era , . 1
B li f p 3
e e , . 2 1 .
”
B mb o p 77 ,
6 34 58 47 , 1 0: 2 1 2 , 2 °
B d p 5 9 8 9f
on , .
, .
B w H tl y
ro n- l i i w p 3 665
ar e
-
s a es n t erv e , . .
B t l i t i w with p 3 5 5
u r on , s a es - n erv e , . 1 .
C
h m
C ris t a s p li y ly
o c , s ee Hu n t e -Kerr s a e s -in t erv ie , l wp .
l
C os in g t he S a e,l p 44 8 5 . .
c orn erin g t he p p pros ec t , 45 6 f . .
i p p
giv n g ros ec t p h p
“
a us , 4 5 75 . .
h dl
an p p h
in g a ros ec t who c an ges his in , 46 1 f m d p . .
lli ld
in s e n g : A ers on , p 5 2 f ; Barn es , 2 15 . . p . .
n a t ure o f a d p
ec is ion , 44 9f . .
p l mi y i p
re i n ar t ac t c s , 4 5 05 . .
su mm i i i m
a r z n g rea s on s a n d n c it e en t s , 45 3 5 p . .
wh fi t mpt l
en rs at t e l
t o c os e h a s fa i e , 4 6oi d p . .
i
Co n s t u n ,t p 30 . .
ll i i
C o ec t n g In s t n c t , p 1 695 . .
ll d l i iw p
Co in s -Hu s on s a es - n t erv e , 2 1 85 . .
Co mpl x p
e , 15 1, 2 28 . .
Co mp on en t s o f h m bh i p
u an e av or, 5 75 , 65 5 , 745 , 8 5 5 . .
Co mp mi p
ro s es , 46 1 . .
Con s t ru c t ion ,p 1z z i . .
i i
Conv c t ons , p 2 8 8 5 , 3 13 . .
dfi d p
e ne 2 3 05 , 2 97 f
, . .
d whi h
i eas c p
c on v in c e, 2 5 95 . .
m hd
et o s of s ec u rin g, p 2 05 5 . .
y
n ec es s a r ll t o se :
A ld p 4 f 95 ers on , . 2 , 2 .
B p 4 a rnes , . 1 .
B p 96 f 3 3 f
u rt on , . 2 , o .
Hd p 95 f
u s on , . 2 .
C i i g
on v n c n h p 5 5 8 85 an ot er, . 20 , 2 .
“
t b gg m h d p 5 5
o o an
”
et o , . 20 .
f i gf
orc n bl l i fi ti p a v ora e c as s ca on, . 208 5 .
C i i y p 765
u r os t , . 1 .
Des ire, p
1 5 5 , 1 60, 1 6 5 , 2 49
. .
i
Dev c e s for s ec u rin g n t ere s or i t tt t i
a en on , p . 2 7 f, 3 0f, 3 17, 3 5 8 f, 3 605 , 3 6 25 ,
3 67f. 3 7 2 . 3 8 3 5 . 3 8 7. 3 925 .
SELLING LI FE INSU RANCE 483
Ds i pl y p a , . 1 17 f .
Dis s a t is fac on , 1 44 5 ti p . .
it i
D s rac t on, how t o a n e, h dl p
4 215 . .
i t t t
D v er in g In eres o f Pros ec t , p p 3 765 . .
in s e n g A erson , lli ld p
4 75 ; Barn es , 17 . p . .
n a u re of at en t on a n d n t e res , 3 8 15tt i i t p . .
rac e e b tw
een s a es an a n d ros e c t , l m
3 795 p p p . .
s ec u r ng u n v i
e a en on, 3 8 6f d i id d tt ti p . .
i
Eat ng In s in c , t t p
1 7 2 , 2 45 . .
d l p li y
E u c at ion a
”
ly
o c , s ee Ba g e -Barn es l it iw p
s a es- n erv e s, .
45 , 409
.
m i p
E ot on , 8 7, 925 , 1 10 . .
En od wm t p li y p
en o c , 5 , 2 1 9, 3 15 , 440 . .
x p
E c u s es, bj ti
4 16 f See O ec on s
. . .
i
Fa t gu e, 1 78 p . .
bl t t p
Fav or a e a t en ion, 15 5 . .
Fear, s ee F ig tl h .
li p
Fee n gs , 18 . m mp l
See E ot ion an d I . u se.
n ec e s s it y li p
for fee n g, 44 2 f . .
ih i t
F g t in g Ins t n c , 1025 , 1 1 3 , 1 26, 14 5 ,
5 1 2, 15 9, 23 6 f.
j l y p
ea o u s , l o7 f . .
i ly p
r va r , 1 06 f . .
us e d lli
in s e n g
ld
A ers on , p 43 , 5 2 . .
B a rn es , p 15 , 2 1 . .
Bi ll p 96 f . .
B u rt on , p 3 04, 3 3 05 . .
p d
a c o rres p 15 5 on e n c e c ourse, . 1 .
m bil p 5 95
an a u t o o e, . 1 .
Fi l i l 5
a a i p 43 5
ec t on , . 1 , 1 2 .
Fl ight ( f ) p ear 3 7f , . 11 , 12 .
d i ll i g B t p 3 3 5
u se n se n u r on , . 0 .
F ll wi g L d p 3 3 5 3 95
l f— i
o o n a ea er, . 11 , 12 , 2 .
se p 4f
c on s c ous n e s s , . 12 .
hy
s p 4f
n es s , . 12 .
d i ll i g A ld
use n se p 5 n ers on , . 1 .
yi ld i g f w k
“
e n p 5 f o ea nes s ,
”
. 2 1 .
F i g f
orc n bl l ifi ti m th d
a v ora e c as s ca on
”
e o o f c onv incing ,
F i d h ip p 44
r en s , . 1 .
F u nn e l p 5 3 5 6 3 4 5 8 43 5
,
”
. 1 , 1 0, 2 , 2 , .
G
i
Greg a r ou s I ns t inc , t p . 1 13 , 13 3 5 , z 4 1f .
G i ar an t eed rin c p a p i l and i nc o m p e, . 295 .
é2
Habit p 8 7 845 5 5
, .
, 1 , 20 .
dmi i ti p 5
a n s t ra v e, . 2 10 .
H dl i g O bj i
an n p 3 88 4 45 ec t on s , .
, 1 .
limi i f p 4075
e n a t on o , . .
h w h dl p 4 95
o to an e, . 1 .
f t id p 4 5 5
n a t u re o c o u n er eas, . 1 .
H i ga rr n A ld l i
t on - i w p 55 e rs on s a e s - n t erv e , . 2 .
H l ya rt el i t i w wi h p 3 66 5
,
-
s a e s n erv e t , . .
“
H h b p 9 5 S Imp l
e art t -
ro ,
”
. 1 , 1 2 . ee u se .
H b bi p 93 5
o es , . 1 .
pp l d
a th gh h y w i ti t p
ea e t o as ou t e e re ns n c s, .
d i ll i g
us e n se n
A ld ( mb b k h i ) p 7f 93 ers on co -
ac c a r , . 2 , 1 .
B (i i ll g ) p 4
a rn e s n t eres t n co e e , . 1 , 20 .
H l y (i t i m i ) p 37
a rt e n t ere s n us c , . 2 .
Hd u l i i w wi h p
s on , s a e s - n t e rv e 85 t , . 21 .
H i g I i t p 75 f
unt n ns t n c , . 1 .
Id e as , p . 1 5 , 22 85 , 3 1 4 f, 4 5 3 5 .
dfi d p 35e ne , . 2 0 .
b p
to d i ll i g lif i
e
p 5 85
re s en t e n se n e n s u ran c e, . 2 .
b p
to d i lli g p i l mp y p
e re s e n t e n se n a art c u a r c o an , . 26 15 .
l p wi h i i m
o v er a p 5 8f t
“
nc t e en t ,
”
. 2 .
p i f y id p 4 5
res e n t a t on o n ec ess ar eas , . 02 .
Impl i d e t p 45 9
c on s e n , . .
Imp l p 995 3 3
u s es , . 2 , 1 .
dfi d p 35e ne , . 2 0 .
y
n ec ess a r ll t o se
A ld p 43 e rs on , . .
B p 4 arn es , . 1 .
B m p 3 5 a rn u , . 00 .
B p 3 3f 33 u rt on , . 0 , 0 .
I it m t p 5 5 8 3 4 f 44 5 45 3 5
nc e en s , . 1 , 2 , 1 , 0 , .
dfi d p 3 5
e ne , . 2 0 .
l p wi h i d
ov er a p 5 8f t
“
eas , . 2 .
d i lli g i
u se p 3 65
n se n n s u r an c e, . 2 .
Inc om pl p 6 3 8
e an, . 2 , 1 .
I d i id l Di5
n v ua p 785 3 97f 44 5 f ere n c es , . 1 , , .
I i p 78
n ert a , . 1 .
I i i i
n t a t v e, p 78 . 2 .
I ti i B h i p 87
n c t ve 5 f 675 100 1 10
q i i i p i ll i g p 695
ns e a v or, .
, , , 1 .
ac u s t on , osses s on , c o ec t n , . 1 .
pp l d d i pp l p 3 5 5 3 7f
a rov a an sa rov a , . 11 , 11 , 2 .
id
a vo d p l i p 75
an c e a n re u s on , . 1 2 .
4 86 T H E PSYC H O LOGY O F
an a u o t m bi l p o e, . 15 95 .
Ba rn u m p , .
3 03 .
Lo y lty p
a , . 1 23 5 .
Manip u l at ion p 675 , . 1 .
Man n ni g y m f lli g p 45 9
s st e o se n , . .
y L d h ip
Ma s t e r
l i k p 3 7 f 44 5 f
, s ee ea ers .
Me n a e, . 0 , .
i i p 3 9 475 5 85 9 3 3 4
Mot v a t on , . 1 , 1 , 1 , 22 , , 4 12, 43 7 .
i B gl y B
n a i i w p 63 5
e
-
a rn es n t e rv e , . 1 .
i B w H l yi
n ro i w p 444 f
n- a rt e n t e rv e , . .
Mot iv es ,
for b yi u ng l if
in s u r an c e,
e 22 8 5 p . .
em i ot on a l , s ee I u se mp l .
i t ll
n e l
ec t u a , s ee C onv c t o n i i .
p im y
r p
ar , . 1 495 .
rec o n z e g i d in Kn a c k of S ellin g, 2 47 , 2 495 p . .
rec o n z e g i d in P r in c ip le: of S alef ma m hip , p . 25 2 5 .
rec o n z e g i d in The S ellin g P roceu , 25 5 5 p . .
s ec on d y p ar , 2 495 . .
Nat iv e b h i p 85 5e av or, . .
d f p p p 69f
Nee s o ros ec t , . 2 .
l y p 97 3 3 3
Nov e t . . 1 .
P
l p 3 4 5 44 f 15 8£
Pa ren t a Ins t inc t , . 11 , 1 0 , 1 ,
use lld
in s e in g :
ld
A ers on , p 43 5 .
, 1 .
m bil p 5 85
an a u t o o e, . 1 .
B p 4 9f 63 5 43 8
a rn es , . 1 , 1 , 1 , .
B p 3 4 33 5 urt on , . 0 , 0 .
K p 3 6f err, . 0 .
P d
en ro y f p 4645
, s t or o , . .
ly d p 6 5
an a ze , . 2 .
P -
en t u
p p 86f ,
”
. .
Ph l gy p 7 5 2 1
bmi d p 5 6 S P p iti
re n o o , . .
Plan t ob e su t te , .
, 2 . ee ro os on.
P i p 6 8 5 45 1 2
d i ll i g
os s es s on , .
, .
use t m bil p 5 9f
n se n an a u o o e, . 1 .
P p
re i f
a ra t on ll i g S gy f lli g or s e n , s ee t ra t e o se n .
d f p 66 775 3 765
n ee or, . 2 , 2 , .
4 7
Pres ent in g t he Pro os i ion , 3 995 , 4 145 , 43 5 5 p t p . .
ll
in s e in g A ers on , 495 ; Barn es , ld18f p . p . .
th ree ph a ses :
s ec u rin g c on v c t on , i i p . 2995 .
h dl i an ng o bj ec t ion s , p .
4 145 .
a ro u s in g d i p e s re, .
43 5 5 .
Prid p 75 3 8 f
e, . 11 , 2 .
Prop i i 76 5 3 3
os t on , 2 , 1 .
bmit d
su te to:
A ld p 26 e rs on, . .
B p 13 a rn es , . .
B p 3 7; g i d p
u rt on , . 1 reor an z e .
3 25 5 .
P p t
ros ec s ,
it f p 7 f
n eres t s o , . 2 0 .
d f p 69f
n ee s o , . 2 .
p l h t i ti f p 7 15
ers on a c a rac e r s cs o , . 2 .
pi t f p 4 66 5 3 13
c u re
”
o , .
, 2 ,
Ald p 5 ers on , . 2 .
B p 3 a rn es , . 1 .
B t p 3 5 u r on , . 1 .
H d p 9 u s on , . 21 .
i i g p p 3 94 f
s z n u , . .
P y h l gi l m m t p 449f
s c oo ca o en , .
R ea di n es s t o ac t , p . 1445 .
Re a s on in g, it s a r in s e in g, p t 3 995 ll p . .
Re as on s , s ee I eas d .
dd
Re in g-Bu r on s a es-in e vie t l 3 1 55 tr w p . . .
x
Refle ac t ion , 8 7 , 905 p
R
. .
eorg an iz in g t he S rat eg , 1 8 , 3 905 t y p . .
ll
in s e in g A erson, 49; Ba rn es, ld 18 p p
Rpl p
. . .
e u s ion , 1 7 25 . .
p p
Re s on s e, 5 8 5 , 665 , 745 , 79, 23 0, 29 15 , 4 10f
Ri l y p
. .
va r , 1 06 f . .
Sa l m b
es en t m d p 1 5i
orn , n o a e, . 2 .
Sa l i iw
es - n t erv e s,
B gl y B
a e p 45 -
a rn es , . .
B w H tl y p 3 665
ro n- ar e , . .
C ll i
o Hd p 85
n s- u s on , . 21 .
H i gt A ld
a rr n p 45 on
-
ers on , . 1 .
H y Bill
a rv e p 96 5
-
. .
H l yKu nt e p 3 45 -
err, . 0 .
Perk ins -Barn u m p 3 005
R ddi , . .
e n g-B u rt on , p .
3 15 5 .
Sa ti f
s ac t on , pi 14 5 f . .
p
o f c a u t ion , z 5 of . .
of p d p
ri e, 25 1 . .
p mer p
a n en t , 15 5 . .
S av i g
n ,
a w k pp l p 6 f
ea a ea , . z o .
th ift p l i y p 85
r o c , . 21 .
Sc orn f l b h i
u p 3 55 38
e av o r, . 11 , 11 , 2 .
u sed i ll i g n se n
B p 4 fa rn es , . 1 , zo .
B p 33 f
u rt on , . I .
S ec ur n i g I an i w p 3 5 45 S St t gy
n t e rv e , . . ee ra e Pros p tp
ec , .
h dli g b di t p 3 6 5
an n su or n a es , . 0 .
i n se ll i g n
A ld p 46 f ers on , . .
B p 7 a rn es , . 1 .
H l y p 3 665 a rt e , . .
i nt eres t my ifi i p 3 05 . st c a t on, .
l m p
s a es l i y p 3 5 85
an s
’
e rson a t , . .
S ec u r ni g C i i p 3 995 onv c t on , . .
elimi i f n at o n o id p 4 75 c o u n t er ea s, . 0 .
bl i hm t f
es t a s y id p 4 3 5
en o n ec es s a r e as , . 0 .
in c as e of:
ld
A ers on, p 42 f, 495 ,
. 2 95 .
Ba rn es , p . 1 4, 1 8 f .
B u rt on , p . 296 f, 3 2 95 .
Hu d s on , p . 295 f .
p t
res en at ion of n ec es s a r y id eas , p .
4025 .
l
S e f-c on s c iou s n ess , 124 f p . .
l p
S e f- reserv a ion , t
1 28 f p . .
pp l p
S en s e a e a s , 200f . .
ti
Sen ment , p l sof . .
i t p
Sex Ins t n c , 1 1 3 , 13 5 5 , . 1 5 8 f, 2 4 25 .
d
use lli
in s e n g :
an a u o o i e, t m bl p . 1 5 85 .
a c orres p d on en c e c ou rs e, p . 4
5 15 .
a v ac u u m l c e aner, p . 1 48 f .
ld
A ers on , p 43 .
, 51 .
Barnes , p 4 . 1 , 20, 16 3 5 .
Bu rt on , p 34 . 0 , 3 3 of .
Ke rr , p .
3 045 .
h ld tp p ’
S e on s five s e s , 1 5 5 , 160 . .
h p
S y n ess , 1 23 f . .
Simil ity p
ar , 3 07 f, 445 f . .

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TH E PSYC HO L O GY O F

Pub lish er:

john A lford S tevem on a nd Gr iﬁin M . Lovelac e

S ec tion A . A naly s is of S a le: I n terviewr

Les s on III . The Strategy of Sellin g as E mpl y d

Les son IV . The T ti acf S ll i

S ec tion B . Genera l P r in c ip le: U n derly in g S elling

Les s on VI . An a ly is s of Hum a n Beh avior i to

Les s on XXI I . Wh t Imp l M t h P p t H B f H

Lesson XXIII . Wh t App l M t I P t h P p t B f

S ec tion D . The S tra tegy a nd Ta c tic: of the P ro: p ec t 336

Les s on XXIV . The Strateg y an d Tac t ic s of t he Pros p t

S ec tion E . The Ta c tic : of S elling

Les son XXIX . H dli g O bj ti

A p p en dix . A Pen ro d St ory

PLA TE I . I LL U S TRA TI NG MO TI VA TIO N P a ae 149

PLA TE II . I LL U S TRATING THE PRO C E S S OF

PLA TE III . I LL U S TRA TIN G A N ADV ERTI S EM ENT

ma n s n eed s for i n s u r a n c e may b e t ra n s l a t ed i n t o

c omes t o d es i r e t he s erv i c e i n s u r a nc e r end e r s t h e ,

ogy wi t h r efe r e nc e t o s ell i n g o r b y s a l es me n w r i t i n g

t o b e a r o u s e d i n t he v a r i o u s s t a ges of s ell i n g The .

P e r s on a ll y I feel v e ry s t ron gl y t h a t t h i s des c rip

t i v e a p p ro a c h is l a r gel y fu t i l e The p ow e r t o a p ply

S E CT ION A . ANA LY S I S OF SA L ES INT ER

we may h a v e s ome i d ea of wh at we a re goi n g t o

O U TL IN E O F THE CO NTE NTS I N THE PS Y CHO LO GY

The b ook is div i d ed i n t o ﬁv e s ec t i on s a s foll ows ,

Sec t i on B Mot iv es for Bu y i ng L i fe Insu r

ly i n g sell i n g a re exp l a i n ed i n a s n on t ech n i c a l a -

LES SON I ANALYS I S OF TH E SAL ES INTE R .

VI EW B ETWEEN BAGLEY AND BARNE S

The l i n t e rv iew wh i c h is pres en t e d he re is b a se d

on an a ct u a l C as e The s t r a t e gy an d t actic s e mpl oye d

a re a n a lyz e d in d et a il for t he p o i n t s which a r i s e in ,

W I LL IA M BA GLEY I NTER V I E W S DR . CA RTER C . BA RNE S 1

Marri ed . Has t hr yo ee u ng c h i ldr en , a b oy an d t wo gi rl s .

Wif rd ing t t h p a p r h i h rit d

I n t er vi ew B agley t eleph ones D oct or B a rn es s ay

d ent i s t s a y s he has n o e n g a ge ment for three o cl ock ’

an d th at unl ess he m a ke s an a pp oi n tmen t l a te r he 5

wi ll s ee B a gl ey at th at h o ur B a gley c a lls a t t hree an d .

ﬁ n d s D oct o r B a rn es a t lib e rty .

Ba gle y : D oct o r B a rnes ?

B a gley : Th an k y o u for letti n g me se e y ou promptly .

I th o ught o f s o meth i n g t he ot he r da y which I b e li eve

We s le y an a s I did ; kn ows a ll t he foot b a ll pl aye r s an d

is b ett e r p os t e d on We s l ey an athl etic s th an I a lth ough 25 ,

B a gley : Th at s ﬁne It mu s t b e a s ou r c e of much

B a gley : Y ou d oubtl e s s feel th at Wes ley an d id a lot

th e re an ythi n g e l s e y ou c ould giv e your b oy which y ou 4 0

you n g m an It b ro a d en s his V i ew of li fe d ee p en s his

c a p acity for en j oyi n g t he b ett e r th i n gs of li fe a n d 4 5 ,

high r a nk in his c ommun i ty ? I s n t i t of re a l pr a ct i c a l ’

v i s i on for y ou r s on s c olle ge e duc at ion h ave y ou ?

B agley : I m ea n y ou h a ven t t a ken out an e duc a

s h o uld h a pp e n t o die b e fo re he is o ld e n o ugh t o go t o

c o lle ge o r b efo re he c o mplet e s his c ollege c ou r se he

ma y o r may n ot get a c olle ge e duc at i on a lth o ugh th at ,

s upp o r t t he fa mily p r o p e r ly if y o u s h o uld d ie

d oubt fee l a lot b et t e r s a ti s ﬁ e d if y o u m a d e a s p e c i a l so

d uri n g his c o lle ge c o u r se Not on ly wo uld y o u fee l

h es i t at e t o a ll ow his m oth e r t o s en d him t o c o ll e g e if