_ and
_emotional persuasion_.

[Sidenote: The Force of Suggestion]

Suggestion is especially effective in producing desire; because an idea
that is merely _suggested_, and not stated, is unlikely to provoke
antagonism or resistance. A suggestion is given ready access to the mind
of the other man. Usually it gets in without his realizing that a
_strange_ thought has entered his head from outside. When he becomes
conscious of the presence in his mind of an idea that has been only
_suggested_ to him, he is apt to treat it _as one of his own family of
ideas_ and not as an intruder. Naturally he is little inclined to oppose
a desire that he thinks is _prompted by his own thoughts_. However, he
would be disposed to resist the same wish if he realized it had been
_injected_ into his consciousness.

All of us know the great force of suggestion; but there are very few
people who so use words, tones, and movements as to make the _most_ of
their power of _suggesting_ ideas in preference to _stating_ them.
Probably no tool of salesmanship will be of more help in _assuring_ your
success than fully developed ability in suggestion, which is the
skillful process of getting your ideas into the minds of others
_unawares_.

[Sidenote: Words Are Doubted]

The _words_ we use are intended to convey pretty definite meanings to
listeners. If we are entirely honest in our words, we expect whatever we
say to be taken at its face value as the truth. Yet each of us knows
that his own mind seldom accepts without question the statements of
other men, however well informed and honest they are reputed to be. You
and I mentally reserve the right to believe or to doubt the written or
spoken _words_ of someone else; because they always enter our minds
_consciously_. We know that the words we hear or read come from _outside
ourselves_.

The skillful salesman proceeds on the assumption that his words will be
stopped at the door of the prospect's mind and examined with more or
less suspicion of their sincerity and truth. Therefore the selling
artist employs words principally for one purpose--to communicate to the
other man information about such _facts_ as cannot be introduced to his
consciousness otherwise. Some facts can be told only in words. But a
master of the selling process uses as few words as possible to convey
his meaning. He depends on his _suggestive tones_ more than on what he
says. He reenforces his speech with accompanying _movements_